| dc.description.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. | en_US |
