Role of Marketing Mix Factors in the Performance of Small Scale Interior Design Firms in Umoja One Ward, Eastlands Nairobi

Ochieng, Lucy Atieno (2010) Role of Marketing Mix Factors in the Performance of Small Scale Interior Design Firms in Umoja One Ward, Eastlands Nairobi. Masters thesis, Kenyatta University.

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Abstract

The purpose of the study was to investigate the role of marketing mix factors in the performance of small scale interior design firms; a case of Umoja one ward, Eastlands Nairobi. The objective of the study were to determine the role of product in the performance of the small scale interior design firms; to establish the role of promotion in the performance of the small scale interior design firms; to find out the role of price in the performance of the small scale interior design firms and to assess the role of people in the performance of small scale interior design firms. The research adopted a descriptive survey design. The study targeted approximately 100 small-scale interior design firms in Umoja one ward, Eastlands Nairobi. Simple random sampling technique was employed to select 30 firms out of the 100 smallscale interior design firms in Umoja one ward. The study participants were 30 firm owners. The instruments used for data collection included questionnaires. Data was both qualitative and quantitative. Quantitative data was analyzed by the use of frequency distribution tables and charts. Qualitative data was analyzed based on content analysis. The study established that that product promotion had an effect on performance, as those who promoted their products through referrals had more sales than those who relied on personal contacts. Pricing strategies were found to have an effect on performance, as those who priced their products according to the cost of production tended to have more sales than those who did not. It was established that averagely skilled employees learnt more over time and became more skilled, thus brought in more sales as opposed to those who were very skilled. The study recommends that small scale interior design firms should make more efforts to advertise their work, as this will greatly multiply their sales; ensure that their workers have adequate skills to enable them to produce quality products and also give them opportunities to advance their skills through training and also should ensure that goods are priced according to the cost of production so as to maximize sales and keep the business running, among others.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Africana
Depositing User:	Tim Khabala
Date Deposited:	16 Apr 2018 08:54
Last Modified:	16 Apr 2018 08:54
URI:	http://thesisbank.jhia.ac.ke/id/eprint/3755

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