CHANNEL COMMUNICATION STRATEGY INFLUENCE ON THE PERFORMANCE OF CEMENT MANUFACTURING FIRMS IN KENYA

Jairus M. Kitainge, Gilbert Bor, Lucy Wanza

Abstract


This study investigated the influence of channel communication strategy on the performance of cement manufacturing firms in Kenya. The study used survey research design. The target population was 469 comprising of 220 distributors, 60 customers, 35 finance staff, 140 sales and distribution department employees and 14 heads of department. A sample size of 216 was chosen using stratified sampling technique. Data was analysed using both descriptive and inferential statistics. The study found that there existed strong positive relationship between communication (r=0.600) and performance of cement manufacturing firms in Kenya. The study recommends that cement companies should ensure regular provision feedback to their clients.

 

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endorsers’ credibility, brand image, purchase intention

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References


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