White paper: Are uniforms an effective marekting toolCutton Garments
ย
โUniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.โ Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising.
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
ย
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
ย
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
White paper: Are uniforms an effective marekting toolCutton Garments
ย
โUniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.โ Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising.
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
ย
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
ย
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
International Journal of Engineering Research and Applications (IJERA) is an open access online peer reviewed international journal that publishes research and review articles in the fields of Computer Science, Neural Networks, Electrical Engineering, Software Engineering, Information Technology, Mechanical Engineering, Chemical Engineering, Plastic Engineering, Food Technology, Textile Engineering, Nano Technology & science, Power Electronics, Electronics & Communication Engineering, Computational mathematics, Image processing, Civil Engineering, Structural Engineering, Environmental Engineering, VLSI Testing & Low Power VLSI Design etc.
Impact of advertisement on the lifestyle of pakistani youthNaveed Mohammad
ย
Objective of this Study was to access to the role of the TV advertisement in changing the life style of Pakistani youth with the help of the habits, attitudes, tastes, moral standards parameter. And also to measure to which extent advertisement is useful in changing the life style and its impact on society. It was a community-based analytical study, undertaken from March to June 2011. A group of 200 respondents takes part in the study out of which 141 were female, 61 were male, and data was collected from different universities of Lahore. In results, male and female both point out that the advertisement is changing lifestyle and variable associated with lifestyle by far of its limit and can be problematic of our society.
Assignment on Strategic Management in Fulfillment of MBA Program OPen Univers...santhy govindasamy
ย
Assignment on Strategic Management Paper in fulfillment of the requirement for MBA Program at Open University Malatysia. Focussing on Business Level and Corporate level strategies of Pos Malaysia Berhad - Santhy Govindasamy
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
ย
The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are respond ed that the paper advertisement helps them to know the offers of Max.
Integrated Marketing Communication Plan for Folli Follie Spyros Langkos
ย
As Gabrielle Coco Chanel once mentioned: โLuxury is a necessity that begins where necessity endsโ
This study concentrates on the integrated marketing communications plan of the Greek company Folli Follie (personal luxury products retailer) and how it is implemented across international culture: the expansion in China.
This report was created to point out the mixed marketing communications plan for Folli Follie, in order to strengthen the FF Group reputation and motivate the end-user confidence.
Key factors for this communication are International Culture and Access to Global Market. We choose to focus on these two topics, because international employees and customers need more guidelines on these specifics.
๏ท International Culture: raise awareness upon cultural differences and increase diversification rates.
๏ท Access to Global Market: to expand the awareness of the impact of the Global Environment in new emerging markets.
The guidelines include:
- Branding: create & use consistent message and image
- Efficiency: create re-usable content & high impact channels,such as a multimedia website and social media
- Data metrics: plan activity measurements & future decision making data.
The Goals of this plan form from three levels:
1) Strengthen the reputation of Folli Follie
2) Attract new customers and enhance satisfaction
3) Create engagement and positive industry buzz (word of mouth)
The purpose of this plan is to support the practices, policies and the action plan of the Folly Follies Group and relate them with the business goals and vision, in order to raise awareness, loyalty and customer relationship.
This report strongly recommends the enhance of the companyโs recent global campaign theme โ What are you crazy for? โ, based on the results of the situation analysis.
The primary targets of this communications are the Chinese youth, the international employees of the group and the Chinese post-modern woman & man. Secondary targets are Chinaโs major cities, fashion shows, local agencies.We have investigated the possible launch of the Folli Follie in China, where we will try to combine the Folli Follieโs โway of doingโ with the local Chinese market.
Our mission therefore, is to successfully introduce the brand, while paying attention to the Chinese needs and expectations.
History and achievements of the company:
Folli Follie is a Greek company which designs, manufactures and distributes jewelry, watches and fashion accessories. The company offers assortments in fashion accessories such as handbags, small leather goods, belts and sunglasses. Following a philosophy of affordable, fashionable luxury, the exclusively designed pieces add breadth to the companyโs identity and are now globally recognized amongst accessories brands. Folli Follie established itself as a pioneer in the market when it introduced, amongst its first collections jewelry creations made of silver combined with murano g
Perceived Influence of Perceived Salesperson Relationship and Customer Satisf...ijtsrd
ย
The telecommunications industry is fast growing and continues to attract competition. This makes it essential for telecommunication stakeholders to ensure retention of their current customers, in order to wade off patronising other networks. This among other reasons informed the study to investigate the influence of perceived salesperson relationship and customer satisfaction on customer retention of telecommunications Network users. The study adopted cross sectional survey research design and gathered data from two hundred and forty two 242 telecommunications users in Ibadan metropolis. Data was gathered through well designed questionnaire, comprising of different standardized scale of measurements. Frequency distribution revealed that more of the respondents 57.4 were males, while the other 42.6 were females. Findings revealed that there exists significant relationship between customer retention and salesperson relationship among telecommunications network users in Ibadan r = .46 P .01 . Also, there exists significant relationship between customer satisfaction and salesperson relationship among telecommunications network users in Ibadan r = .65 P .01 . When combined, salesperson interaction relationship and customer satisfaction accounted for about 8 variance in customer retention among telecommunications network users in Ibadan.From the findings, it was recommended that more policies should be put in place which will favour retaining customers. This will continue to retain the culture of retention to the product of the telecommunications service providers. Ojo Adeshina Akinwumi | Obi Ugochukwu. E "Perceived Influence of Perceived Salesperson Relationship and Customer Satisfaction on Customer Retention of Telecommunications Network Users" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31807.pdf Paper Url :https://www.ijtsrd.com/management/consumer-behaviour/31807/perceived-influence-of-perceived-salesperson-relationship-and-customer-satisfaction-on-customer-retention-of-telecommunications-network-users/ojo-adeshina-akinwumi
A Study on Brand Resonance of Yamaha at AMS Motors Puducherryijtsrd
ย
Brand resonance is an important concept for marketers to develop a long term relationship with consumers through their brand and brand loyalty, brand attachment, brand community and brand engagement are the four factors which strongly builds brand resonance. The object of the study is to find the most influencing factors of brand resonance for Yamaha and to find the significant association between brand resonance and income level of the consumers and to find the significant difference between brand resonance and age wise classification of the consumers. This study has a total population of 100 and the sample size is 80, and it used simple random sampling. Through questionnaire, primary data was collected and by referring books, journals and company records, secondary data was collected. This study used various statistical tools like chi square test and ANOVA to arrive a meaningful conclusion. This study is conclude that, there is no significant association between brand resonance and income level of the respondents and there is no significant difference between brand resonance and age wise classification of the respondents and the most influencing factor of brand resonance is brand community. Ruth. H | Nirmala. G "A Study on Brand Resonance of Yamaha at AMS Motors Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29127.pdf Paper URL: https://www.ijtsrd.com/management/marketing/29127/a-study-on-brand-resonance-of-yamaha-at-ams-motors-puducherry/ruth-h
CIM/e-Marketing Award-Assignment #1: Analysis of Magicalia's e-Marketing Stra...Naja Faysal
ย
This report presents a case study on Magicalia Publishing Group e-Marketing strategies. Their key success factor was Localization and Cross-Selling.
As part of the Chartered Institute of Marketing programs, Naja Faysal was enrolled in the Professional Development Award in e-Marketing via Cambridge Marketing College
When a women is buying cosmetic, what all are the points that she keeps in mind?
Read and you will know!
A brief study on the consumer behavior when it comes to cosmetics.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
ย
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firmsโ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
International Journal of Engineering Research and Applications (IJERA) is an open access online peer reviewed international journal that publishes research and review articles in the fields of Computer Science, Neural Networks, Electrical Engineering, Software Engineering, Information Technology, Mechanical Engineering, Chemical Engineering, Plastic Engineering, Food Technology, Textile Engineering, Nano Technology & science, Power Electronics, Electronics & Communication Engineering, Computational mathematics, Image processing, Civil Engineering, Structural Engineering, Environmental Engineering, VLSI Testing & Low Power VLSI Design etc.
Impact of advertisement on the lifestyle of pakistani youthNaveed Mohammad
ย
Objective of this Study was to access to the role of the TV advertisement in changing the life style of Pakistani youth with the help of the habits, attitudes, tastes, moral standards parameter. And also to measure to which extent advertisement is useful in changing the life style and its impact on society. It was a community-based analytical study, undertaken from March to June 2011. A group of 200 respondents takes part in the study out of which 141 were female, 61 were male, and data was collected from different universities of Lahore. In results, male and female both point out that the advertisement is changing lifestyle and variable associated with lifestyle by far of its limit and can be problematic of our society.
Assignment on Strategic Management in Fulfillment of MBA Program OPen Univers...santhy govindasamy
ย
Assignment on Strategic Management Paper in fulfillment of the requirement for MBA Program at Open University Malatysia. Focussing on Business Level and Corporate level strategies of Pos Malaysia Berhad - Santhy Govindasamy
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
ย
The paper aims to investigate the effectiveness of brand promotional strategies by Max retail, which influences the customers to purchase. Data set included use of and influence of outdoor and in-store promotional tools. These were investigated to determine impact and effect of the promotions. There is a good response about the hoardings kept in the store and POP for the internal communications and promotions and through this research study, many of the customers have shown their neutral opinion about the contests/sweepstakes/games. One third of the respondents are respond ed that the paper advertisement helps them to know the offers of Max.
Integrated Marketing Communication Plan for Folli Follie Spyros Langkos
ย
As Gabrielle Coco Chanel once mentioned: โLuxury is a necessity that begins where necessity endsโ
This study concentrates on the integrated marketing communications plan of the Greek company Folli Follie (personal luxury products retailer) and how it is implemented across international culture: the expansion in China.
This report was created to point out the mixed marketing communications plan for Folli Follie, in order to strengthen the FF Group reputation and motivate the end-user confidence.
Key factors for this communication are International Culture and Access to Global Market. We choose to focus on these two topics, because international employees and customers need more guidelines on these specifics.
๏ท International Culture: raise awareness upon cultural differences and increase diversification rates.
๏ท Access to Global Market: to expand the awareness of the impact of the Global Environment in new emerging markets.
The guidelines include:
- Branding: create & use consistent message and image
- Efficiency: create re-usable content & high impact channels,such as a multimedia website and social media
- Data metrics: plan activity measurements & future decision making data.
The Goals of this plan form from three levels:
1) Strengthen the reputation of Folli Follie
2) Attract new customers and enhance satisfaction
3) Create engagement and positive industry buzz (word of mouth)
The purpose of this plan is to support the practices, policies and the action plan of the Folly Follies Group and relate them with the business goals and vision, in order to raise awareness, loyalty and customer relationship.
This report strongly recommends the enhance of the companyโs recent global campaign theme โ What are you crazy for? โ, based on the results of the situation analysis.
The primary targets of this communications are the Chinese youth, the international employees of the group and the Chinese post-modern woman & man. Secondary targets are Chinaโs major cities, fashion shows, local agencies.We have investigated the possible launch of the Folli Follie in China, where we will try to combine the Folli Follieโs โway of doingโ with the local Chinese market.
Our mission therefore, is to successfully introduce the brand, while paying attention to the Chinese needs and expectations.
History and achievements of the company:
Folli Follie is a Greek company which designs, manufactures and distributes jewelry, watches and fashion accessories. The company offers assortments in fashion accessories such as handbags, small leather goods, belts and sunglasses. Following a philosophy of affordable, fashionable luxury, the exclusively designed pieces add breadth to the companyโs identity and are now globally recognized amongst accessories brands. Folli Follie established itself as a pioneer in the market when it introduced, amongst its first collections jewelry creations made of silver combined with murano g
Perceived Influence of Perceived Salesperson Relationship and Customer Satisf...ijtsrd
ย
The telecommunications industry is fast growing and continues to attract competition. This makes it essential for telecommunication stakeholders to ensure retention of their current customers, in order to wade off patronising other networks. This among other reasons informed the study to investigate the influence of perceived salesperson relationship and customer satisfaction on customer retention of telecommunications Network users. The study adopted cross sectional survey research design and gathered data from two hundred and forty two 242 telecommunications users in Ibadan metropolis. Data was gathered through well designed questionnaire, comprising of different standardized scale of measurements. Frequency distribution revealed that more of the respondents 57.4 were males, while the other 42.6 were females. Findings revealed that there exists significant relationship between customer retention and salesperson relationship among telecommunications network users in Ibadan r = .46 P .01 . Also, there exists significant relationship between customer satisfaction and salesperson relationship among telecommunications network users in Ibadan r = .65 P .01 . When combined, salesperson interaction relationship and customer satisfaction accounted for about 8 variance in customer retention among telecommunications network users in Ibadan.From the findings, it was recommended that more policies should be put in place which will favour retaining customers. This will continue to retain the culture of retention to the product of the telecommunications service providers. Ojo Adeshina Akinwumi | Obi Ugochukwu. E "Perceived Influence of Perceived Salesperson Relationship and Customer Satisfaction on Customer Retention of Telecommunications Network Users" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd31807.pdf Paper Url :https://www.ijtsrd.com/management/consumer-behaviour/31807/perceived-influence-of-perceived-salesperson-relationship-and-customer-satisfaction-on-customer-retention-of-telecommunications-network-users/ojo-adeshina-akinwumi
A Study on Brand Resonance of Yamaha at AMS Motors Puducherryijtsrd
ย
Brand resonance is an important concept for marketers to develop a long term relationship with consumers through their brand and brand loyalty, brand attachment, brand community and brand engagement are the four factors which strongly builds brand resonance. The object of the study is to find the most influencing factors of brand resonance for Yamaha and to find the significant association between brand resonance and income level of the consumers and to find the significant difference between brand resonance and age wise classification of the consumers. This study has a total population of 100 and the sample size is 80, and it used simple random sampling. Through questionnaire, primary data was collected and by referring books, journals and company records, secondary data was collected. This study used various statistical tools like chi square test and ANOVA to arrive a meaningful conclusion. This study is conclude that, there is no significant association between brand resonance and income level of the respondents and there is no significant difference between brand resonance and age wise classification of the respondents and the most influencing factor of brand resonance is brand community. Ruth. H | Nirmala. G "A Study on Brand Resonance of Yamaha at AMS Motors Puducherry" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29127.pdf Paper URL: https://www.ijtsrd.com/management/marketing/29127/a-study-on-brand-resonance-of-yamaha-at-ams-motors-puducherry/ruth-h
CIM/e-Marketing Award-Assignment #1: Analysis of Magicalia's e-Marketing Stra...Naja Faysal
ย
This report presents a case study on Magicalia Publishing Group e-Marketing strategies. Their key success factor was Localization and Cross-Selling.
As part of the Chartered Institute of Marketing programs, Naja Faysal was enrolled in the Professional Development Award in e-Marketing via Cambridge Marketing College
When a women is buying cosmetic, what all are the points that she keeps in mind?
Read and you will know!
A brief study on the consumer behavior when it comes to cosmetics.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
ย
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firmsโ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
ย
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
The Effectiveness of E-Advertisement towards Customer Purchase Intention: Mal...IOSR Journals
ย
The primary objective of this study was to examine the effectiveness of E-advertisement on customer
purchase intention. Beside, this study examined the effect of mediating and moderating demography factors on
customer purchase intention in Malaysia. Data from 570 respondents with previous experience on online
purchasing products and services were collected. To do so, SPSS 19 was applied to analyze the collected data.
Our findings revealed that service quality, social network and brand recognition can highly influence
customersโ perception toward web-based advertisement. Consequently, consumers who are more optimistic in
web-based advertisement (E-advertisement) have most likely higher intention to online purchase. In other
words, the effectiveness of E-advertisement is undoubtedly highlighted in this study. Besides, the results of this
study showed that the demography factors cannot mediate the customer perception toward advertisement nor
the effectiveness of E-advertisement toward customer purchase intention. On the basis of our results, companies
must stress the intrinsic attributes of online advertisement to attract highly-involved consumers and must
present a benevolent corporate image for consumers.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
ย
In todayโs marketing environment, promotion involves integrated marketing communication (IMC). In a pharma sector, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customersโ perceptions and decision making. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer decision making. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. The present study is focusing on Determine the influence of Integrated Marketing Communication on consumer decision with respect to pharmaceutical sector in Tamilnadu.
The telecommunication companies despite the huge amount of budgets made on advertising they still face some challenges, they are often faced with problems of interconnectivity, busy networks, and high tariffs yet we are bombarded daily by advertising through both print and the electronic media that often convey to the audience the price
Impact of Advertising on Customers in Tata MotorsProjects Kart
ย
The consumer durable market in India has been very competitive in the recent years, with opening up of market for international players due to liberalization; the domestic players are facing a tough competition. So itโs time for domestic companies to frame new strategies for their production and marketing activities. An evaluation of the effectiveness of the past activities of a company will enable the company in framing these new strategies. Such an effort has been made through this market research to know the http://www.projectskart.com/ on Customers in TATA MOTORS (A case study in AUTO MATRIX, HASSAN).
Running Head UBER TECHNOLOGY2Student NamePro.docxtoltonkendal
ย
Running Head: UBER TECHNOLOGY 2
Student Name:
Professor Name:
Date:
Introduction
Uber is primarily a service that offers similar products that are synonymous with those provided by taxis, but its products are differentiated by the integration of modern technology in which there is the use of the mobile app to link both the customers and the drivers. The Uber application is compatible Android, I phones and windows phone which helps it in running its operations excellently and smoothly. It uses cashless technology when it comes to handling issues related to service payments. In the current market set up, it is clear that Uber offers low-cost services as compared to its rivals in the market and also it has the best-experienced drivers who help it to run the business. The rise of internet and outsourcing services has motivated companies willing to come up with creative ways to serve customers in more efficient ways of improving the business strategies of the firm. Stone, B. (2017). The upstarts:
Propose a new product or service for the new company division. The division should be customer-focused with an innovative mission statement. Ensure you are differentiating your product or service.
In this paper, we are going to introduce a new product which is an app that deals with parcels delivery. The Uber Company has only two apps that help it to carry its day to day operations which are the app for drivers and the app for passengers. For this assignment, I would like to introduce a new product which is an app for delivery of parcels. Uber app is a product that would see it encounter stiff competition from rival to become the best taxi and parcel delivery company in the market. It would be in line with its innovative mission to expand its primary operations to cater for all sections of the public transport and parcel delivery which is still an essential market gap that can be explored. The parcel apps would see the company grow into the higher level with enhanced local and international parcel delivery at a tap of a phone button. The service charge for the parcels would be cashless as it would take into account online payment methods just as those opting for the other two apps operated by the company. (Mowery, N., Poling, S. R., & Reavis, P. (1994). Customer focused quality)
Describe how the division addresses customer needs and achieves competitive advantage.
This app is essential in the addressing customer needs regarding fast parcel delivery both locally and international. There have been a lot of issues that have been related to parcel such as their high cost of parcel delivery both locally and globally, others refer to losing essential products in the process of trying to send documents and other relevant products to friends, workmates and family members throughout. By introducing such an app, it would help to curb and downplay this disadvantage and improve more customer delivery service. An integrated parcel management would off ...
The Indian Digital Future
Mobile marketing is a specific way of wireless marketing
Impact of mobile marketing on customer relationship management in the social distanced COVID era.
Review of Literature
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
ย
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is importantโฆ.to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I.ย ย ย ย ย Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
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Analysis of marketing communication tools and sales
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
Analysis of Marketing Communication Tools and Sales
Performance in Business Organizations in Kenya. A Case of
Public Service Bus Companies in Mombasa.
Evans Ojiambo Onditi1 Humphrey Muriuki Njuki2 Oddillia Nabwire Okoth3 Muhoro G. Mwangi4
Simon Ndichu Kinyanjui5 Kabangi Magdalene Wanjiru6 Florence Kathambi Mwirigi7
1. School of Business and Economics, Mount Kenya University, P.O. BOX 42702-80100 Mombasa
73
Campus, Kenya
2. Deputy Director- Academic Affairs, Mount Kenya University, P.O. BOX 42702-80100 Mombasa
Campus, Kenya
3. & 4. Associate Lecturers, School of Business and Economics, Mount Kenya University, P.O. BOX
42702-80100 Mombasa Campus, Kenya
5. Deputy Director- Planning Administration Marketing, Mount Kenya University, P.O. BOX 42702-
80100 Mombasa Campus, Kenya
6. Coordinator Department of Early Childhood Studies, School of Education, Mount Kenya University,
P.O. BOX 42702-80100 Mombasa Campus, Kenya
7. Lecturer, School of Business and Economics, Mount Kenya University, P.O. BOX 42702-80100
Mombasa Campus, Kenya
ABSTRACT
Marketing communication tools are a fundamental part of a companyโs marketing efforts and they include all the
messages and media used to communicate with the target market with the intention of increasing product sales.
This research project focussed on the analysis of marketing communication tools and sales performance in
business organizations. It focussed on the case of public service bus companies operating in Mombasa with a
fleet of ten (10) or more buses. It was conducted between March 2014 and June 2014. The study aimed to
determine the effects of Advertising, to evaluate the effects of sales promotions, to examine the effects of
personal selling and to analyse the effects of Public Relations on the Sales performance of Public service bus
companies in Mombasa. It relied on primary and secondary sources of data to provide insights that helped to
answer the research questions. The study was based on the Diffusion of innovations theory and The Hierarchy of
effects model as its theoretical frameworks. The Descriptive research design was used and Data was collected
through personally administered questionnaires. The target population was twenty one (21) bus companies
operating in Mombasa and respondents were their Marketing and operational managers. A census of the target
population was done and data analysis of the data collected by questionnaires was done using SPSS software.
Descriptive statistics and correlation analysis was used to describe the findings after which presentation was
done using tables and pie charts. Findings showed there is a positive relationship between Advertising budgets
and ticket sales because an increase in Advertising budgets led to an increase in ticket sales. The respondents
strongly agreed that Advertising and Sales promotions affect the sales performance of the bus companies in
Mombasa to a very great extent, Personal selling moderately affects the sales performance while Public
Relations was found to have the lowest effect on the sales performance. The study concluded that Advertising
and Sales Promotion affect sales performance of the bus companies the most, Personal selling affects sales to a
moderate extent while Public Relations has a very low impact on the sales performance of bus companies in
Mombasa. The study recommended that the bus companies should develop creative Adverts that emphasise the
benefits or unique selling points of the companiesโ offers as well as widening the scope of the media used while
Sales Promotions should only be used when there is a decline in demand. For personal selling, company
employees who deal with customers should be trained in aspects of customer service to affect customer
interactions and sales positively. The bus companies should also participate more in Public Relations activities
such as Exhibitions and open days to enhance public awareness of the companies and their services or offers.
KEYWORDS: Marketing Communication Tools. Sales Performance and Public Bus Service
1. Introduction
The research was about analysis of Marketing Communication tools and sales performance in business
organizations. It focused on public service bus companies that operate in Mombasa, Kenya. In the current
business environment, market positioning is a competitive tool and hence business organizations need to
maximize the potential of integrated marketing communication tools (Weifels, 2002) .An organization may have
innovative and quality products but its success depends on how its managers communicate about its products
with target customers to influence sales positively. This is done using Marketing Communication tools as the
2. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
main persuasive element to Communicate and impart certain perceptions of the company and its products to
customers and other stakeholders (Glazer, 2000).
Public road transport remains a primary means of transport for people worldwide as they provide mobility
services. In the United Kingdom, public bus services are dominated by the Stagecoach Group which also
operates in the United States, Canada and Mexico. The level of competition and market dynamics in the United
Kingdom led to the collapse of a public bus company in 2012 by the name RH Bus Company which cited
increased operational costs as the reasons for its closure. However Stagecoach Company continues to dominate
the industry in the United Kingdom. The situation is similar in Tanzania where the Dar express company leads in
regional transport but the once popular Scandinavia bus company went into receivership in the year 2010 citing
stiff competition and high operating costs. In Uganda, Nile coach is dominating but the Gasobus Company
offering inter-city services went into receivership in 2013 as it was unable to maintain its fleet and pay its
employees.
In Kenya, the industry is also characterized by stiff competition but has witnessed the entry of foreign investors
such as Horizon coaches from Turkey. However, stagecoach from UK, Kenya bus services and Akamba bus
companies also collapsed between the years 2002 and 2012 citing stiff competition and inability to maintain their
fleets and pay their debts. These developments have left Coast bus, Mash and other companies as alternative
choices in the Kenyan market. According to Kotler and Keller (2010), the main goal of marketing
communication is to attract customers and to build profitable and long term relationships with them in order to
achieve positive sales returns. Business success is influenced directly by the nature of the managerial decisions
made by an organizationโs managers. These decisions and their implementation will affect business performance
(Glazer, 2000). The public service vehicle industry in Kenya is competitive with both new entrants and old
companies trying to overcome the treacherous terrain consisting of stiff competition, increased government
regulations which affect sales revenue and increased operational costs. This has seen previous industry leaders
such as Akamba bus, Kenya bus and Stagecoach collapse and exit the industry.
These developments have seen the remaining companies such as Coast bus, Mash and Horizon coaches to
expand their fleet by purchasing new buses and introducing new route as they attempt to boost their sales
revenues. The bus companies in Mombasa have adopted a variety of marketing communication tools to
communicate their unique value proposition to target customers. Therefore, this research sought to investigate
marketing communication tools and how they affect the sales performance of public service bus companies in
Mombasa. This was in line with the recommendations of Sathish (2011), Aila (2012) and Muendo (2011) who
all recommended further studies in the area of marketing communication and sales performance of business
organizations.
2. LITERATURE REVIEW
2.1 Theoretical Review
Marketing Communication is the main element Business organizations can use to connect with their customers
by communicating ideas and product information with the intention of imparting particular perceptions of the
products to customers and other stakeholders. Communication has been traditionally approached and managed
from the fictional perspectives of informing, persuading, reminding and reinforcing. Duncan,(1998) observed
that many marketing roles especially in the services sector, consist of positions in which communication
represents the Central element of marketing activities.
According to Kitchen and Schultz (2000), Marketing Communication is at the very core of all Company
activities under the slogan โyou cannot not communicate.โ According to these authors, organizations should
integrate a wide range of activities and functions to influence the flow of information between an organization
and its stakeholders because the marketing environment has become technologically dynamic. Organizations that
are new in the market or have new products have a stronger need to communicate. This research was based on
the following marketing communication theories:-
Diffusion of Innovations Theory
Rogers (1995) developed the diffusion of innovations theory to explain how marketing communication tools as
well as interpersonal contacts provide information and influence opinion and judgment of the target audience.
According to Rogers (1995) the Model consists, of four stages which are invention, diffusion or communication
through the social system time and consequences. It explains how different categories of customers adopt new
products at different periods of time with innovators (2.5%) being the first, early adopters (13.5%), early
majority (34%), late majority (34%) and laggards at 16% in this order respectively. The theory further states that
the rate of adoption always depends on the productโs complexity, relative advantage, trialability, compatibility
and observability. This theory implies that business organizations should strive to deliver marketing messages
through a variety of marketing communication tools in order to increase the rate of adoption of a new product.
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ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
The Hierarchy of Effects Theory.
The Hierarchy of effects theory or model was also developed by Lavidge and Steiner (1961) and this marketing
communication model suggests that there are six steps from viewing a product advert to product purchase. The
job of the advertiser is to encourage the customer to go through the six steps and purchase the product. The six
steps are Awareness, Knowledge, Liking, Preference, Conviction and finally purchase. According to Lavidge
and Steiner (1961), it is a hierarchy of effects because the number of customers reduces as you move from one
stage to another which implies that business organizations should try their best to get as many customers as
possible to the final stages of purchase through creative marketing communication messages that convey unique
value or service propositions to the target audience.
3. RESEARCH METHODOLOGY
3.1 Research Design
A research design is the methodology and procedures employed to conduct a study and it defines the study type
as well as the data collection methods that were used in a study (Kothari, 2003). The research was a case of
public service bus companies operating in Mombasa. The descriptive research design was used to help provide
answers relating to the research problem. Kothari (2003) supports this design because it helps to obtain
information concerning the current status of the phenomena and to describe what exists with respect to the
research variables. Descriptive design is also suitable for small research budgets and it can provide detailed
information that leads to important recommendations on the research problem.
3.2 Target population
A target population is the entire group of people or entities that the researcher is interested in and for which the
researcher wishes to draw conclusions (Kothari, 2003). The target population for this research was 42
respondents comprised of 21 Public Service bus company operations managers and 21 public service bus
company marketing managers. This was because companies with a large fleet were likely to have good
management capable of making decisions regarding Advertising, Public Relations and other Marketing
Communication tools.
3.3 Sampling Design
Since the target population was small in number, the sample size was taken as the target population of 42
respondents. Kothari (2003), supports the census of small target populations to provide reliable findings. In each
of the twenty one companies selected, Marketing Managers and Operations Managers were selected as
respondents for the research through judgement sampling because of their knowledge on the research title.
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4. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
76
Table 3.1 Public Service Bus Companies in Mombasa
Company Name Population Sample Size
Operationsmana
gers
Marketing
managers
Total Operationsmana
gers
Marketing
managers
Total
Randa coach 1 1 2 1 1 2
Horizon coach 1 1 2 1 1 2
Spanish coach 1 1 2 1 1 2
Dreamline coach 1 1 2 1 1 2
Mesina Coach 1 1 2 1 1 2
2NK Sacco 1 1 2 1 1 2
Chania Genesis Bus 1 1 2 1 1 2
Crown Bus 1 1 2 1 1 2
West Coach 1 1 2 1 1 2
Busways Coach 1 1 2 1 1 2
TSS Coach 1 1 2 1 1 2
Mombasa Raha 1 1 2 1 1 2
Chania special 1 1 2 1 1 2
Coast Bus 1 1 2 1 1 2
Imani Coach 1 1 2 1 1 2
Tahmeed Coach 1 1 2 1 1 2
Modern Coast Bus 1 1 2 1 1 2
Simba Coach 1 1 2 1 1 2
Mash Express 1 1 2 1 1 2
Taweel Coach 1 1 2 1 1 2
Vanga Coach 1 1 2 1 1 2
TOTAL 21 21 42 21 21 42
Source: Researcher (2014)
3.4 Data collection instruments
Data collection was done using personally administered questionnaires to collect primary data. The questionnaire
was chosen because the researcher can establish rapport and motivate the respondents, doubts can be clarified
and an almost 100% response rate is ensured.
3.5 Data analysis and Presentation
The data collected was edited to remove errors which could affect the validity of the findings. The SPSS
software was used in data analysis. Descriptive statistics was used to describe the findings so as to answer the
research questions. Data was presented in form of tables and pie charts to help in providing the visual impact.
According to Mugenda and Mugenda (1999), Descriptive statistics allows the researcher to carefully describe
and understand the findings. It also allows summary of data without using probability formulations hence it
simplifies descriptions of data.
3.6 Validity and reliability of research instruments
According to Mugenda and Mugenda (1999), Validity is the degree to which the data collected is able to achieve
objectives of the study. The researcher tested the validity of the research instrument by subjecting it to a critical
evaluation by the Supervisor at Mt. Kenya University. To determine the reliability of the research instrument, the
researcher did a pilot test by administering the questionnaire to five (5) respondents working in bus companies in
Mombasa that did not participate in the study and the results critically evaluated to improve the Questionnaire.
4. DATA PRESENTATION AND ANALYSIS
Discussion of findings on the effects of Advertising on Sales performance
Findings from the study showed that the most common media of Advertising are newspapers and outdoor media
such as billboards. This is similar to the findings of Nzuve (2012), who conducted a survey of competitiveness in
the passenger road transport sector in Nairobi, Kenya and his findings showed that outdoor Advertising was the
most preferred as the main tool of Marketing Communication. The correlation analysis also showed that there
was a positive relationship between Advertising budgets and Ticket sales which conforms to the findings of
Olufayo et al (2012) who conducted a study on the effects of Advertising on the patronage of a new product in
5. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
Lagos, Nigeria and the findings showed that Advertising has a positive effect on the sales of new products. Aila
(2012), also did a study on the influence of promotional strategies on banksโ performance in Nairobi, Kenya and
found that a positive relationship existed between Advertising and the banksโ performance.
Discussion of findings on the effects of Sales promotions on Sales performance
The research data showed that the most popular Sales promotion techniques used by public service bus
companies in Mombasa are price discounts and buy 5 tickets and get one free offers. This findings agree with
Sathish (2011), who conducted a study on the effectiveness of Sales promotions in Retail stores in India and also
found that price discounts and buy one get one free offers had the strongest effect on sales revenue of the retail
stores. Oyedapo et al also had similar findings in their study on the impact of sales promotions on product sales
using a case study of Nestle Food Company and found that sales promotions significantly boosted sales revenue
of Nestle company.
Discussion of findings on the effects of Personal Selling on Sales performance
The findings from the research data showed that the quality of service provided through personal selling affects
ticket sales positively through the technique of providing excellent customer service at the point of sale and is
very effective in creating long term relationships with customers which translates to repeat ticket sales. These
findings were in agreement with Muendo (2011), who conducted a study on the effects of personal selling as a
strategic response to the performance of commercial banks in Nairobi, Kenya and found that customers find
personal selling to be credible because of the personal interaction with employee and the close relationships
developed with employees.
Discussion of findings on the effects of Public Relations on Sales Performance
The findings from the research data showed that most public service bus companies in Mombasa do not engage
in Public Relations activities because they believe that it affects sales performance to a very low extent. It was
found that the few that did Public relations engaged in C.S.R activities and Media relations. However these
findings are not similar to those of Ismail et al (2012) who did a study on marketing communication and sales
performance of multi-national companies in Kuala Lumpur, Malaysia using a case study of Proctor and Gamble
and found that there is a positive relationship between P.R activities and sales performance.
The following are the findings for each research question
5. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS.
5.1 Summary.
Public road transport is the primary means of transport for people worldwide as it enables them to move from
place to place. In the United Kingdom, public bus services are dominated by the stagecoach group which also
provides bus services in the United States, Canada and Mexico. Industry competition led to British bus Company
known as RH Company to close down citing increased operational costs. Intense competition has also been
witnessed in Africa in the Public Service bus industry where the Scandinavia bus company went into
receivership in the year 2010 while in Uganda, the Gaso Bus Company went into receivership with both
companies citing stiff competition and high operational costs. In Kenya, foreign investors in the industry such as
Horizon Coach from Turkey continue to operate.
However, the stagecoach group, Kenya Bus and Akamba Bus companies operating in Kenya collapsed between
the years 2002 and 2012 because of stiff competition, inability to maintain their fleets as well as huge levels of
financial debt. This has led to remaining bus companies to develop creative marketing communication strategies
to position and differentiate themselves in a way that positively affects their sales turnover for tickets. This is
why the study sought to analyse the effects of various marketing communication tools on the sales performance
of bus companies.
5.2 Conclusions.
Based on the findings from the research data, the researcher made the following conclusions;
5.2.1 Advertising
Advertising has a direct influence on the sales performance of bus companies in Mombasa since it creates
awareness, generates interest in the services offered as well as differentiating company services from those of
Competitors which directly contribute to ticket sales. There was significant evidence to conclude that there is a
strong and positive relationship between the level of Advertising budget used by an organization and the level of
ticket sales. This means that higher levels of Advertising budgets are associated with higher levels of ticket sales
and vice versa. The most common Advertising Media used by bus companies in Mombasa are newspapers and
out-door media such as Billboards. Based on the findings Advertising affects sales performance to a great extent.
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6. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.26, 2014
5.2.2 Sales Promotions
Findings indicated that Sales Promotions are very effective in attracting customers in short-run and especially
during periods of low demand. Techniques such as Buy one get one free and price discounts are the most
commonly used by bus companies in Mombasa to increase ticket sales and hence improve sales performance.
Sales promotions have a great effect on the sales performance of the bus companies as they stimulate an increase
in ticket sales through the incentives offered.
5.2.3. Personal Selling
Personal Selling is the Interpersonal arm of marketing Communications which affects ticket sales through face to
face persuasion which can generate an immediate sale as well as resolving customer problems which helps in
customer retention. Therefore personal selling is more credible than any other Marketing Communication but
based on the findings, personal selling seems to have a moderate effect on the sales performance of the bus
companies in Mombasa.
5.2.4. Public Relations.
Public Relations have a very low effect on the sales performance of public services bus companies in Mombasa
because most of the respondents were undecided on how P.R. affects their ticket sales. This was illustrated by
the low means of 2.7, 3.5, 3.3 and 3.3 for each statement. This implies that most bus companies do not believe
P.R. can affect sales performance to a great extent and therefore very few companies invest in Public Relations
activities.
5.3 Recommendations
On the basis of the conclusions of the study, the researcher made the following recommendations;
5.3.1 Advertising
The bus companies in Mombasa should consider investing in advertising on the internet and social media
networks such as Facebook and Twitter as they represent the future of Advertising. They should also develop
creative adverts that emphasize the benefits a customer will enjoy by using the company services. The
companies should advertise through a wide variety of media to widen the scope of their Advertising. This
requires the companies to have a sufficient level of Advertising budget to ensure a maximum level of awareness
in a variety of media.
5.3.2 Sales Promotions
Sales Promotions programs should only be used to stimulate ticket sales during a low season or periods of low
ticket sales since they are only effective in the short-term.
5.3.3 Personal selling
Employees of the public service bus companies such as booking clerks, loaders, drivers, conductors and
hostesses should be trained in aspects of customer service since they interact with customers and potential
customers directly which therefore has a direct impact on whether a customer will buy again or not.
5.3.4 Public Relations
The public service bus companies in Mombasa should frequently participate in events such as Exhibitions and
trade fairs to showcase their services to the public as well as engaging more in Media relations and sponsorships
to generate positive publicity about the Company and its services. This will have a stronger and positive effect
on the sales performance.
5.4 Suggestions for further research
On the basis of the findings of the study, the researcher recommends that further studies should be done on
importance or the role that public Relations plays as a tool of Marketing Communication and the general effects
it has on business or sales performance of an organisation. This will enable more light to be shed on why public
relations was considered by the respondents of this study to have the lowest effect on the sales performance of
their companies.
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