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Research Paper | Management | Kenya | Volume 5 Issue 11, November 2016 | Popularity: 7 / 10

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Effects of Personalized Marketing on Brand Performance at Coca Cola Kenya

Pharis Mushemi Mugwe, Dr. Assumptah Kagiri

Abstract: The purpose of this study was to find out the effects of implementation of personalized marketing strategies on the performance of Coca-Cola Company Kenya. The paper reviewed past research and theories regarding personalized marketing and how it affects the performance of firms. The researcher employed both qualitative and quantitative approaches in carrying out the study. The objectives of this study were to establish the effect of personalized branding, social media marketing and personalized emailing on the performance of Companies within Kenya. The study adopted a descriptive research design. Stratified random sampling method was used to represent the population and to pick a sample of respondents who were provided with questionnaires. It targeted the management staff and subordinate employees of the Coca-Cola depots and sampled 200 respondents using stratified random sampling. Primary data was collected through the use of questionnaires and secondary data too was used. Data from customers of the organization selected was collected using a questionnaire while Descriptive statistics technique with the aid of SPSS and Ms. Excel was used to analyze the quantitative data while deductive approach was utilized to analyze the qualitative data. The data obtained will be summarized in a report to provide a descriptive analysis characteristic unit. Based on study findings the study found that the variables considered that is, personalized branding, social media marketing and direct message marketing significantly influences performance at Coca cola Kenya with social media having the biggest influence followed by personalized branding and lastly personalized messaging. The study therefore recommends that Coca Cola Kenya should put more emphasis on these variables in the order of the most influential to further boost brand performance.

Keywords: Brand performance, personalized branding, social media, direct messaging

Edition: Volume 5 Issue 11, November 2016

Pages: 194 - 199

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