Abstract: The study sought to determine the effects of parent brand consumers' experience on sales performance in manufacturing companies in Nakuru Kenya. Categorization theory was used in the study. The study employed a descriptive survey research design. The population of the study included 33 general managers in manufacturing firms in Nakuru town making a total of 33 respondents. The study adopted a census since the population of the study was not huge. Structured questionnaires were used to collect data which were tested for validity and reliability. Data collected was analyzed using Statistical Package for Social Sciences. Data analyzed was discussed in form of descriptive and inferential statistics and presented in tables. Findings indicated that consumers experience had a positive significant relationship with sales performance in manufacturing firms in Nakuru Kenya. Based on the findings of the study, it was concluded that customer experience had a significant influence on sales performance of manufacturing firms in Kenya. The study recommended that the sales departments in the manufacturing firms should ensure they create positive consumer experience for their company’s brands. This will ensure that in future when the company has devised new brands, they will have an easy time in marketing them.
Keywords: Consumers' Experience, Kenya, Manufacturing Companies, Parent Brand, Sales Performance.
Title: EFFECT OF PARENT BRAND CONSUMERS' EXPERIENCE ON SALES PERFORMANCE IN MANUFACTURING COMPANIES IN KENYA
Author: Daphine Ong'era, Dr. George W. Karanja, Juma A. Wagoki
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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