PROMOTION STRATEGIES AND PERFORMANCE OF SELECTED PHARMACEUTICAL MANUFACTURING FIRMS IN NAIROBI CITY COUNTY, KENYA
PROMOTION STRATEGIES AND PERFORMANCE OF SELECTED PHARMACEUTICAL MANUFACTURING FIRMS IN NAIROBI CITY COUNTY, KENYA
Saphina Waithira Ngugi - Department of Business Administration, Kenyatta University, Kenya
Dr. Samuel Maina (PhD) - Department of Business Administration, Kenyatta University, Kenya
ABSTRACT
Pharmaceutical manufacturers play significant role in supporting the government’s health objectives. However, 53% of the firms are under performing as witnessed in reduced export sales and revenue loss by 27% which has affected their profitability. This study examined the effect of promotion strategies on pharmaceutical firms' performance in Nairobi. Grounded in contingency, cognitive response, and balanced scorecard theories, the study used an explanatory approach targeting 100 managers across 10 pharmaceutical firms in Nairobi. Stratified sampling grouped staff by role, while purposive sampling selected 65 participants. Data came from closed-ended questionnaires. A pilot involving four Kiambu firms (10% of the sample) tested the tool. Expert review, face validation, and content checks upheld validity, while internal consistency confirmed reliability. Descriptive statistics explored demographic trends, with data shown through tables, means, percentages, and deviations. Pearson’s correlation assessed associations; regression tested causality. Informed consent, anonymity and confidentiality was observed. The findings showed that promotion has a significant effect on firm performance. It was concluded that promotion strategy including personal selling and exhibitions should be used to improve product awareness and enhance performance. The companies may need to adopt personal selling and exhibition for more product awareness, using distribution to improve product access. Future studies may explore strategies like growth, diversification, expansion, and market penetration. Other studies may also consider new locations and incorporate other population to confirm the difference in the findings.
