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- ItemFactors influencing impulse buying behaviour in the fashion sector in Nairobi County(Strathmore University, 2025) Sakwa, J. N.This study investigates the factors influencing impulse buying behaviour among female professional fashion apparel consumers in Nairobi, Kenya. It examines the influence of psychological factors such as self-esteem, mood states (positive and negative affectivity), and personality traits like impulsiveness; social influences including peer pressure, Fear of Missing Out (FOMO), societal norms, and cultural expectations; and environmental factors such as instore stimuli, including music, lighting, promotional displays, and store atmosphere. Data was collected through a structured questionnaire distributed electronically with Likert scale items as the primary tool for measuring respondents' perceptions and behaviours. The population was stratified by gender and primary County of Residence to capture diverse perspectives among professional women. Guided by the Stimulus-Organism-Response (S-0-R) Model and Cognitive-Emotional Theory, this study explores how external stimuli, such as social and environmental cues, interact with internal psychological responses to shape impulse buying decisions. Literature uncovers the significant influence of psychological traits, social networks, and retail environments on impulsive purchasing behaviours in Nairobi's dynamic consumer market. The findings of this study offer impactful insights for marketers and retailers targeting professional women, enabling them to design more effective promotional strategies and retail environments. By focusing on this demographic in a developing country context, the research contributes to a deeper understanding of impulse buying behaviour and provides a basis for future investigations in consumer psychology and retail management.
- ItemEffects of mobile transactions on revenue collection in public transport business in Nairobi County(Strathmore University, 2025) Masaki, R. O.This research sought to investigate the effects of mobile money transactions on revenue collection in public transport business in Nairobi County by establishing how owners of public transport business can eliminate or minimize theft of the revenue collected through use of cashless or digital money transactions. The study targeted 272 PSV matatu SACCOs in Nairobi County. A standardized questionnaire with closed-ended, structured questions built on a five point Likert scale was used to collect data and was given to the Nairobi offices ofPSV Matatu SACCOs. Inferential statistics like correlation and descriptive statistics like means and standard deviation and linear regression analyses, where used in the data analysis process. Software called the Statistical Package for Social Sciences (SPSS) version 29 and Microsoft Excel was also used to analyze the data. Regression analysis shows that the use of mobile money solutions accounts for 14.2% of the variation in transparency, with transactions using mobile money significantly contributing to improved transparency (R2=0.142 p<0.001R"2 =0.142, p < 0.001R2=0.142p<0.001). Additionally, the study shows that mobile transactions are moderately effective in reducing theft (R2=0.206p<0.001R"2=0.206p<0.001R2= 0.206p <0.001) and handling costs (R2=0.224p<0.001R"2=0.224,p< 0.001R2=0.224,p<0.001). The results also confirm that the relationship between these variables is statistically significant and devoid of multicollinearity concerns, affirming the reliability of the findings. Future studies should explore additional factors that may impact the effects of mobile money transactions in public transport. These include technological literacy among the operators, the role of customer trust in digital transactions, and the impact of mobile money on operational costs. Moreover, longitudinal studies could provide insights into how mobile money adoption evolves over time and its long-term effects on the transport businesses. Key words: Mobile Transaction, Transparency, Reducing Theft, handling cost vehicle matatu SACCOS, Nairobi City County
- ItemEffects of marketing strategies on the financial performance of construction companies in Nairobi County(Strathmore University, 2025) Gachiri, K. N.The main objective of this study was to examine the effects of marketing strategies on the financial performance of construction companies in Nairobi County. Specific objectives included; to find out the impact of diversification strategy on the financial performance of construction companies in Nairobi County; to establish the effect of market penetration strategy on the financial performance of construction companies in Nairobi County; and to determine the effect of market development strategy on the financial performance of construction companies in Nairobi County. The study was supported by Marketing Mix Theory, Push and Pull Theory, and Market-Based View Theory. The researcher used descriptive research design. The study targeted 217 marketing officials who work at construction companies in Nairobi County. Yamane's technique was conducted to obtain the sample size for this study. Questionnaires were used in this study to gather primary data. Descriptive analysis was utilized to analyze data, and SPSS version 28 was utilized as a tool for statistical analysis and data management. The researcher ensured validity and reliability of the study instruments. Finally, the researcher observed all ethical issues in research. The study revealed a positive correlation between diversification strategy and financial performance in construction firms in Nairobi County. Product variety growth, market share diversification, and the introduction of new goods significantly improved financial performance. Market penetration strategies have led to increased client acquisition rates and market shares, resulting in improved financial results. Market development strategies have also improved financial performance by expanding market presence and increasing income. Therefore, investing in diversification, market penetration, and market development strategies is crucial for construction companies in Nairobi County to enhance their financial performance. The research suggests that construction organizations should diversify their products and services by introducing new, unconnected goods and services to increase market share and benefit from economies of scale. They should differentiate their products based on their target market and financial constraints, communicate this differentiation to distributors, retail outlets, and end users, and examine marketing materials before distribution. Adopting market penetration strategies is crucial for financial growth. Marketing and finance managers should focus on building new distribution channels, executing a proper pricing plan, and market segmentation to meet client needs and increase patronage. The study focused on Nairobi County's construction forms and suggests future research on other counties, broadening the industrial scope to include manufacturing, retail, banking, investments, service, telecommunications, and insurance, and exploring previously unexplored factors.
- ItemDetermine the influence of marketing strategies on choice of fast food outlets by students in Strathmore University(Strathmore University, 2025) Kishlaf, M.The research study aims to establish the extent to which fast food promotions (marketing strategies and product promotions) lead to change in buying behavior among Strathmore University Students. Strathmore University is a chartered university based in Nairobi, Kenya. Strathmore College was started in 1961, as the first multi-racial, multi-religious advanced-level sixth form college offering science and mis subjects, by a group of professionals who formed a charitable educational trust. Now Strathmore is a modern university with a global outlook, with a vision of becoming a leading outcome-driven, entrepreneurial research university. This study will ascertain how the marketing strategies used by food businesses inside and around Strathmore relate to the choices among students. Showing which two variables are highly correlated and what steps marketers are doing to market their product or service to consumers and up to what extent they are going because they know that the consumer would get affected by it in terms of making a choice.
- ItemAssessing the impact of investment decisions on profitability of Small and Medium scale Enterprises in Nairobi, Kenya(Strathmore University, 2025) Mahat, S. A.This study investigates the impact of various investment decisions-capital expenditure, information technology (IT), research and development (R&D), training and education and working capital management-on the profitability of Small and Medium Enterprises (SMEs) in Nairobi, Kenya. The study was done in order to determine the investment decisions that can yield the highest profitability for SMEs. This is due to the fact that SMEs are financially constrained according to (Gveroski, G., & Jankuloska, M. (2017) and as a result, the investment decisions that yield the highest profitability should be considered. Employing a descriptive research design, data was collected from a sample of 70 SMEs across multiple sectors using stratified sampling. Quantitative methods were utilized, including regression and descriptive statistical analysis, to explore the relationship between these investment decisions and profitability, measured by return on investment (ROI). The findings reveal that IT investments generate the highest average ROI (77.8%), underscoring their critical role in enhancing operational efficiency and market competitiveness. Capital expenditure follows with a significant average ROI of 41.5%, demonstrating its importance in long-term asset growth. R&D, along with education and training, yields an average ROI of 51.2%, reflecting its value in driving innovation and workforce capability. Working capital management also positively influences profitability, albeit with varied outcomes depending on the firm's efficiency in handling short-term assets and liabilities. The results suggest that strategic investment decisions are pivotal in improving SME profitability. These insights are valuable for SME managers, policymakers, and investors aiming to enhance financial performance and stimulate economic growth. The study highlights the need for SMEs to adopt data-driven approaches when selecting investment strategies, ensuring optimal resource allocation for sustained profitability. The uniqueness of the study stems from the fact that unlike many studies that focus on a single type of investment, this research examines the combined impact of capital expenditure, IT investments, R&D, education and training, and working capital management. This multifaceted approach provides a more comprehensive understanding of how various investment strategies contribute to SME profitability.