Effect of Advertising Strategy on Performance of Construction Material Manufacturing Firms in Uasin Gishu County, Kenya

Authors

  • Juma Winnie Opisa School of Business and Economics, Masinde Muliro University of Science and Technology, Kenya https://orcid.org/0009-0001-9556-951X
  • Evans Kwendo School of Business and Economics, Masinde Muliro University of Science and Technology, Kenya
  • Dishon Wanjere School of Business and Economics, Masinde Muliro University of Science and Technology, Kenya

DOI:

https://doi.org/10.51867/ajernet.5.2.4

Keywords:

Advertising, Manufacturing Firms, Performance

Abstract

The construction material manufacturing firms plays a major role in the Kenyan economy, and understanding the effectiveness of advertising strategies is crucial for sustaining growth and competitiveness. The purpose of study was to examine the effect of advertising on performance of construction material manufacturing firms. The study was guided by Action interest desire action theory. The study employed both descriptive and causal research design. The study targeted 10 registered construction material manufacturing firms in Uasin Gishu with 124 employees. Simple random technique was used to select 95 employees. Primary data was gathered through structured questionnaires with key industry stakeholders, while secondary data was sourced from relevant literature and industry reports. Data was analyzed using both descriptive and inferential statistics. Descriptive statistics incorporated both the mean and standard deviation. Inferential was based on correlation and regression analysis.  Advertising strategy had a significant  of 0.565, t=6.847 and 0.00 significance level indicating that advertising strategy had a positive and significant relationship therefore leading to rejection of null hypothesis. The research contributed valuable insights to the construction material manufacturing firms in Uasin Gishu County, assisting firms in optimizing their advertising strategies to achieve sustainable growth and improved performance in a competitive market environment. The study underscores the need for firms to adapt to changing market dynamics and consumer preferences through innovative and tailored advertising approaches.

References

Alhaddad, A. A. (2020). The effect of advertising awareness on brand equity in social media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73. https://doi.org/10.17706/ijeeee.2015.5.2.73-84 DOI: https://doi.org/10.17706/ijeeee.2015.5.2.73-84

Adamu, L. (2017). Assessment of the effect of Advertising on sales performance in the case of St. Gorge Brewery, Doctoral dissertation (Master's Thesis: Addis Ababa University).

Chang, Y. H. (2018). A study on the marketing performance using social media-Comparison between portal advertisement, blog, and SNS channel characteristics and performance. Journal of Digital Convergence, 10(8), 119-133.

Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th Ed.). Thousand Oaks, CA: Sage.

Girma, Y. (2018). Influence of Sales Promotion on Consumers Buying Behavior: Case of Walia Beer (Thesis, Addis Ababa University School of Commerce).

Godday, L. R. (2019). Effects of Advertising Campaigns on Marketing Performance (A Study of Nigerian Bottling Company Plc, Enugu). Advances in Social Sciences Research Journal, 6(5), 328-340. https://doi.org/10.14738/assrj.65.6455 DOI: https://doi.org/10.14738/assrj.65.6455

Lewis, E (1995). AIDA theory: Attention, Interest, Desire and Action model. 1st Edition, New York, Harper and Row.

Jalang'o, B. O. (2015). Effect of digital advertising on the performance of commercial Banks in Kenya (Doctoral dissertation, University of Nairobi).

Katare, R., & Anute, N. (2021). Influence of advertisement strategies on the business performance of FMCG companies marketing instant noodles. Vidyabharati International Interdisciplinary Research Journal, 13(1), 140-146.

Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing. 12(1), 189-219

https://doi.org/10.1108/JHRM-11-2016-0027 DOI: https://doi.org/10.1108/JHRM-11-2016-0027

Manala, O, S. D., & Atienza, R. P. (2020). Effect of Advertising Expenditure on Firm Performance of Filipino Corporations: A Two-Stage Least Squares Analysis. DLSU Business & Economics Review, 30(1), 70-82.

Mbiti, J. M., & Maina, S. (2018). Promotional Strategies and Market Performance of Logistic Companies in Kenya: A Case of Dalsey, Hillblom and Lynn Supply Chain Ltd. Journal of Marketing Management, 21(5-17), 590-609.

Myers, S.C., & Majluf, N.S. (1984). Corporate financing and investment decisions when firms have information that investors do not have. Journal of Financial Economics, 13(2), 187-221. https://doi.org/10.1016/0304-405X(84)90023-0 DOI: https://doi.org/10.1016/0304-405X(84)90023-0

Njawa, J. J. (2015). The effects of advertising on organizational Performance a case study of Tigo Telecommunication network (Doctoral dissertation, Mzumbe University).

Ngendahayo, J. C. (2019). Marketing strategies and sales performance of manufacturing firms in Uganda: a case study of Tambo steels Uganda limited (Doctoral dissertation, Kyambogo University, Kenya).

Nerlove, G. G., & Wangh, T. K. (2021). Internal marketing impact on business performance in a retail context. International Journal of Retail & Distribution Management, 10(12), 2845-2848.

Peterson, T., & Jenkins, F. (2022). Domain driven data mining to improve promotional campaign ROI and select marketing channels. In proceedings of the 18th ACM conference on Information and knowledge management (pp. 1057-1066).

Roy, R., Beattie-Bowers, J., Ang, S. M., Colagiuri, S., & Allman-Farinelli, M. (2016). The effect of energy labelling on menus and a social marketing campaign on food-purchasing behaviours of university students. BMC Public Health, 16(1), 1-11. https://doi.org/10.1186/s12889-016-3426-x DOI: https://doi.org/10.1186/s12889-016-3426-x

Semeradova, T., & Weinlich, P. (Eds.). (2019). Impacts of online advertising on business performance. IGI Global. https://doi.org/10.4018/978-1-7998-1618-8 DOI: https://doi.org/10.4018/978-1-7998-1618-8

Sousa, C. M., & Lengler, J. (2019). Psychic distance, marketing strategy and performance in export ventures of Brazilian firms. Journal of Marketing Management, 25(5-6), 591-610. https://doi.org/10.1362/026725709X461876 DOI: https://doi.org/10.1362/026725709X461876

Sharma, B., & Johnson, J. (2021). The Effect of Customer Relationship Management Practices on Customer Loyalty: The Case of Ethiopian Airlines, Addis Ababa (Doctoral Dissertation, St. Mary's University).

Yamane, T. (1967) Statistics an Introductory Analysis. 2nd Edition, New York, Harper and Row.

Seldon, M., & Doroodian, I. (2019). Effect of promotional strategy on brand preference of branded products of Kenya Co-operative Creameries Limited (Doctoral dissertation, Kisii University).

Zheng, N, & Liu, S. L. (2019). The role of competitive advantage in mediating the effect of promotional strategy on marketing performance. Management Science Letters, 10(12), 2845-2848. https://doi.org/10.5267/j.msl.2020.4.024 DOI: https://doi.org/10.5267/j.msl.2020.4.024

Downloads

Published

2024-04-04

How to Cite

Opisa, J. W., Kwendo, E., & Wanjere, D. (2024). Effect of Advertising Strategy on Performance of Construction Material Manufacturing Firms in Uasin Gishu County, Kenya. African Journal of Empirical Research, 5(2), 33–41. https://doi.org/10.51867/ajernet.5.2.4