Abstract: Over the past four years, Kenya's fast-moving consumer products industry has faced a number of difficulties, one of which is the decline in customers' purchasing power brought on by the dollar's unavailability in the country's economy. Between 2016 and 2022, the market revenue associated with the FMCG sector grew significantly, and this trend is anticipated to continue until 2029. However, the COVID-19 pandemic has affected the fast-moving consumer goods (FMCG) sector globally, impacting the balance between production and consumption and leading to a notable decrease in FMCG performance. Therefore, this study sought to investigate the effect of customer orientation on the performance of selected fast moving consumer goods companies in Nairobi City County, Kenya. Using a descriptive survey research design, the study focused on 40 Kenyan fast-moving consumer goods companies with operations in Nairobi. Purposive and basic random sampling techniques were used for the sampling process. A total of 87 respondents were included in the sample size after 29 organizations were specifically chosen, and two marketing executives and one operational staff member were picked from each company's FMCG division. To ascertain whether the research instruments were applicable, a pilot study was carried out ahead of the main study with a portion of the study participants. Multiple linear regression and descriptive statistics were used to analyze the data. The study concluded that productivity can be increased by giving priority to client orientation. Additionally, customer orientation can be used to guarantee that workers are satisfied with organizational procedures, which will ultimately result in better performance. The study recommends that since inter-functional coordination has the most effect on performance, businesses in the industry should prioritize it. By doing this, the organizations’ departments would be guaranteed to work together efficiently and share resources and information.
Keywords: Customer Orientation, Organizational Performance.
Title: CUSTOMER ORIENTATION AND PERFORMANCE OF SELECTED FAST MOVING CONSUMER GOODS COMPANIES IN NAIROBI CITY COUNTY, KENYA
Author: Brenda Mbala Mwambi, Dr. Samuel Maina
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 11, Issue 4, October 2023 - December 2023
Page No: 348-354
Research Publish Journals
Website: www.researchpublish.com
Published Date: 16-November-2023
