EFFECT OF PROMOTIONAL STRATEGIES ON MARKET PERFORMANCE OF CONSTRUCTION MATERIAL MANUFACTURING FIRMS IN UASIN GISHU COUNTY, KENYA

Abstract

The companies that assemble development materials play a major role in the local economy, and knowing if limited time methods are viable is essential to encouraging development and seriousness. The investigation employed a fascinating methodology that combined quantitative data collection methods while substantial writing and industry reports provided optional information, organized studies with important industrial partners provided essential knowledge. The goal of the research was to investigate how promotional techniques affected the performance of companies that manufactured building materials in Kenya's Uasin Gishu County. Specific objectives included figuring out how advertising affected the performance of companies that manufacture building materials, looking into how public relations affected the same, figuring out how sales promotion strategies affected the performance of those companies, and figuring out how social media moderated the effects of these factors on those organizations' exhibition in Kenya's Uasin Gishu County. AIDA Theory of Public Relations, Integrated Marketing Communications (IMC) Theory and Social Penetration Theory served as the study's guiding theories. The study focused on 10 Uasin Gishu-based registered building material manufacturing companies that employed 136 employees. A random method was employed to choose 102 workers. Data from the respondents was collected using questionnaires. The piloting was done in Tranzoia County to test the validity and reliability of the research instruments. Descriptive and inferential metrics were used in the analysis. Data was presented in the form of tables. The method of promotion obtained a very high R2 of 0.565. with response rate of 32% of the variance in construction manufacturing firms, public relation had a significant of 0.496 with the response rate of 25% variance in construction manufacturing firms, sales promotion had a significant of 0.384 implying that it accounted for 15% of the variance in construction manufacturing firms and social media moderately impacted the relationship between market execution and time-limited procedures. The study findings there a positive relationship between promotional strategies and market performance. Social media significantly moderated the association between promotional strategies and market performance. The study recommended on segmentation and targeting, sustainability initiatives, community engagement and contractor partnership on construction manufacturing firms.