| dc.description.abstract | Retail sector in Kenya contributes averagely 10% of GDP to the economy according to Cyton survey, 2017. Oxford business group report, Kenya 2016 showed that performance of retail sector in Kenya is still low in terms of sales units, brand preference, customer share and take rate, suggesting that there is an ineffective determination of an appropriate combination and application of promotional mix strategies in the sector. kisumu city, due to its location in East African region is one of the best cities to invest in, boosted by the recent establishment of the Lake Region Economic Block (LREB). The purpose of this study was to analyze the effect of promotional mix strategies on non-financial performance of supermarkets in Kisumu city. The study adopted cross-sectional research design and correlational approach which targeted a population of 110 respondents. The study applied purposive sampling technique in collecting data and analyzed using inferential statistics methods. Reliability of the research yielded a Cronbach’s Alpha of I0.901. The findings revealed that sales promotion strategies had a positive significant effect on non- financial performance at (B=0.082, p=0.031), meaning that every unit change in application of sales promotional strategies leads to a I0.082 change in non –financial performance of supermarkets in Kisumu city, implying that when resources and efforts are applied in enhancing sales promotion there is high chance of significance increase in non – financial performance of supermarkets in Kisumu city. The finding also revealed that personal selling had a positive significant effect on non-financial performance at (B=0.682, p=0.000), meaning that every unit change in the application of personal selling strategies leads to I0.682 change in non – financial performance in Kisumu city. This finding implies that personal selling strategies are significant determinant of non-financial performance of supermarkets in Kisumu city. The findings further revealed that public relations was found to have negative significant effect on non-financial performance in supermarkets with sponsorship and advertorials strategies being the negative factors I(B= -0.984, p=0.000), meaning that every unit change in the use of public relations strategies leads to -0.984 change in non-financial performance, implying that when applying public relations strategies, organizations and managers are Ito be careful and consider a mix which produces positive outcomes and avoid sponsorships and advertorials since they contribute to negative results. The study concluded that sales promotion, personal selling and public relations significantly affect non- financial performance of supermarkets in Kisumu city. The study therefore recommends I use of appropriate mix of sales promotion, personal selling and public relations by the retail managers. | en_US |
