Title:
THE COMBINED EFFECT OF MARKETING STRATEGIES, FIRM CHARACTERISTICS AND CUSTOMER PERCEPTION ON FIRM PERFORMANCE OF FOOD AND BEVERAGE PROCESSING COMPANIES IN KENYA

Authors:
Daniel Mulinge Nthenge, Francis Ndungu Kibera, Raymond Musyoka, Mary Kinoti, Kenya

Abstract:

The general objective of this study was to determine the joint effect of Marketing strategies, firm characteristics and Customer perception on firm performance of Food and Beverage processing Firms in Kenya. The study adopted a descriptive cross sectional survey design. The population of this study comprised two groups. A census survey comprising 71 senior managers of the manufacturing companies was conducted and a simple random sampling procedure was used for group two population and a sample of 71 was selected for this study. Two sets of questionnaires were used. Data were analyzed using descriptive and simple regression analysis. The finding of this study established that; the joint effect of Marketing Strategies, Firm characteristics and Customer Perception on firm performance was positive and statistically significant (R2= 0.138, F = 3.192,p < 0.05). This study gives a theoretical contribution in strategic marketing literature by suggesting a model that explains the influence of other critical factors in the marketing strategies- firm performance relationship in manufacturing context as supported by the empirical data given. The study recommends for marketing practitioners and policymakers to understand the product requirements of their customers in relation to physical features as they are the major contributors to both subjective and objective perception by customers. It further recommends for managers to develop Marketing strategies that put into consideration their firm characteristics such as structure, size, and age of the company as key factors that affect firm performance. The use of multiple informant approach and the use of a longitudinal study approach in future research may enrich the field of marketing.