Application of the Marketing Concept and Performance of Supermarkets in Kisumu City, Kenya
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Date
2013-09-30
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Publisher
Greener Journal of Business and Management Studies
Abstract
This paper sought to examine the relationship between the application marketing concept and performance of retail
supermarkets in Kisumu City, Kenya. The study adopted descriptive survey design to explore the above relationship.
Stratified simple random sampling technique was used to select a sample of 162 employees out of a population of 410
employees. A self administered structure and semi structure Questionnaires were used to obtain primary data from the
field. The Regression results showed that 39.8% or (R2
=0.398, p<0.05) of variation in retail supermarkets’ financial
performance was explained by the application of the Marketing Concept and 52.5% (R2
=0.525, p<0.05) of non-financial
performance.The study provided an exposition of the Marketing Concept application by supermarkets by concluding that
it exerted a significant influence on both non-financial performance and financial performance measures. To the
academia, the output will contribute to enriching the knowledge base particularly in the field of Marketing Concepts and
its performance consequences in the context of emerging and developing economies.
Description
Keywords
Marketing concept, Retail supermarkets, Kisumu City, Kenya.