Effects of marketing strategies on the financial performance of construction companies in Nairobi County

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dc.contributor.authorGachiri, K. N.
dc.date.accessioned2026-01-20T10:23:50Z
dc.date.available2026-01-20T10:23:50Z
dc.date.issued2025
dc.descriptionFull - text undergraduate research project
dc.description.abstractThe 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.
dc.identifier.citationGachiri, K. N. (2025). Effects of marketing strategies on the financial performance of construction companies in Nairobi County [Strathmore University]. http://hdl.handle.net/11071/16031
dc.identifier.urihttp://hdl.handle.net/11071/16031
dc.language.isoen_US
dc.publisherStrathmore University
dc.titleEffects of marketing strategies on the financial performance of construction companies in Nairobi County
dc.typeThesis
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