Effects of 4ps Marketing Mix on Sales Performance of Automotive Fuels of Selected Service Stations in Nakuru Town.

摘要

Effects of marketing Mix elements on sales performance of automotive fuels in Kenya have not received sufficient attention. This knowledge gap inspires this proposed study. The broad objective is to examine how product, price, promotion and place can applied to increase sales volume of automotive fuels especially regular, super, and diesel in Nakuru town. A survey of selected service stations in the town is chosen to determine the effects of the 4 Ps on sales performance of the products in the stations. 75 motorists and 45 members of staff make up the sample drawn from 15 selected stations. Systematic sampling will be applied to select five respondents from each service station. The data collection tool is questionnaire designed and tested by the researcher for reliability and validity. Five sections are included covering product, price, promotion place and sales performance. The results of the study will benefit industry players; marketers, petroleum institute of east Africa, motorists and regulator (Energy Regulatory Authority). The expected outcome is that the marketing mix elements (4Ps) hold the key to improving sales performance of petroleum marketing firms in Nakuru town. This happens through the singular and collective contribution of the variables to sales performance.