DIRECT MARKETING STRATEGIES AND MARKET PERFORMANCE OF DEPOSIT-TAKING SAVINGS AND CREDIT CO-OPERATIVE SOCIETIES IN NAIROBI CITY COUNTY, KENYA
Abstract
This study aimed at investigating the effect of direct marketing strategies on market performance of Deposit-taking Savings and Credit Co-operative Societies in Nairobi City County. The specific objectives were to; establish the effect of social media marketing, mobile phone marketing, direct selling, and email marketing on market performance of Deposit-taking Savings and Credit Co-operative Societies in Nairobi City County. The study adopted an explanatory research design research design in which all forty registered financial Deposit-taking Savings and Credit Co-operative Societies in Nairobi City Countywere considered using census technique. Data was collected using close ended questionnaires from marketing managers or other senior managers of the identified Deposit-taking Savings and Credit Co-operative Societies. Data was analyzed using descriptive statistic and inferential statistics using SPSS version 22. The results indicated that relationship between social media marketing, direct selling, email marketing and market performance of deposit taking Savings and Credit Co-operative Societies in Nairobi City County were significant (p value=0.00, 0.00, 0.035 and 0.001 respectively) while mobile phone marketing was not significant (P value =0.035) at 95% confidence interval. In addition the study had R squared of 0.691 indicating that social media marketing, mobile phone marketing, direct selling, email marketing contributed 69.1% on market performance. The study concluded that social media marketing, mobile phone marketing, email marketing and direct selling marketing affects the marketing performance positively. The study recommended that Deposit-taking Savings and Credit Co-operative Societies should improve their direct marketing strategies targeting the ideal customers, with aim of increasing sales to current and lapsed customers improve customer loyalty and create new business.
Key words: Direct Marketing Strategies, Market Performance and Deposit-Taking Savings and Credit Co-Operative Societies
CITATION: Kamande, F. A. N., & Maina, S. (2019). Direct marketing strategies and market performance of Deposit-taking Savings and Credit Co-operative Societies in Nairobi City County, Kenya. The Strategic Journal of Business & Change Management, 6 (4), 1718 – 1734.
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DOI: http://dx.doi.org/10.61426/sjbcm.v6i4.1501
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