INFLUENCE OF PERSONAL SELLING ON BRAND PERFORMANCE OF RETAIL SHOE COMPANIES IN NAIROBI CENTRAL BUSINESS DISTRICT

Abstract

Many organizations all over the world are currently engaged in branding themselves or their products in order to position themselves competitively in the market. Organizations and businesses in general embrace the concept of branding as a dominant strategy because a strong brand provides added value to both the seller and buyer, which is attributable to the concept of brand equity. The branding is usually done along the theme of the day and is informed by the perceived demands of the market and the target clients. The branding can range from a simple facelift to a complete overhaul of both operations and products. However, though through observation it is evident that many businesses at some point engage in personal selling, most do not involve the promotion of their own brands save for few firms such as retail shoes companies in Nairobi central district. However, the power of personal selling on the brand performance of even well- known brands such as retail shoes companies is lacking. Therefore, the main objective of this study was to assess the influence of personal selling on brand performance focusing on retail shoes companies in Nairobi central district. It specifically wanted; to determine how promoting brand knowledge through personal selling influences brand performance; to establish how enhance communication through personal selling influences brand performance; to examine how increased interaction time through personal selling influences brand performance; to assess how relationship building through personal selling influences brand performance. The study adopted the survey research design targeting the marketing management and sales staff of all the three retail shoes companies in Nairobi central district. The target population of this study comprised of marketing management and sales staff of all the three retail shoe companies Nairobi central district. A census collected all information about every member of the population. In this case the research collected a census of 100 percent of the sample survey. The study used primary data which was collected directly from the respondents using questionnaires. The data was then be analyzed using both descriptive and inferential statistical methods. There was a statistically significant strong positive correlation coefficient of .68 (p = 0.03˂0.01) between brand knowledge and personal selling at retail shoe companies in Nairobi central district. The study found statistically significant weak positive correlation coefficient of .155(p = 0.08 ˂ 0.01) between communication in personal selling on brand performance There was also a statistically significant strong positive correlation coefficient of .655 (p = 0.03 ˂ 0.01) between interaction time and personal selling at retail shoe companies in Nairobi central district. x The study concludes that personal selling has influenced brand performance in retail shoe companies in Nairobi central business district. The study finally concludes that there has been significant brand performance in retail shoe companies in Nairobi central business district. It was recommended that adequate and timely personal selling should be encouraged especially for brands of products that are performing dismay in the marketing. Those products in product life cycle that are in decline stage in organization. It was recommended that organizations should have adequate and competent marketing management and sales team with equipped skills in knowledge of brands, communication skills, interaction and relationship building to all potential and existing customers in the organization. The study recommended that there should be reward system for sales teams that performs excellently in the organization and customers who make frequent purchases. It was recommended that further study should be done in relationship to influence of personal selling brand performance in franchised and non- franchise products.