Effect of advertising strategy on performance of construction material manufacturing firms in Uasin Gishu county, Kenya

Abstract

The construction material manufacturing firms plays a major role in the Kenyan economy, and understanding the effectiveness of advertising strategies is crucial for sustaining growth and competitiveness. The purpose of study was to examine the effect of advertising on performance of construction material manufacturing firms. The study was guided by Action interest desire action theory. The study employed both descriptive and causal research design. The study targeted 10 registered construction material manufacturing firms in Uasin Gishu with 124 employees. Simple random technique was used to select 95 employees. Primary data was gathered through structured questionnaires with key industry stakeholders, while secondary data was sourced from relevant literature and industry reports. Data was analyzed using both descriptive and inferential statistics. Descriptive statistics incorporated both the mean and standard deviation. Inferential was based on correlation and regression analysis.  Advertising strategy had a significant  of 0.565, t=6.847 and 0.00 significance level indicating that advertising strategy had a positive and significant relationship therefore leading to rejection of null hypothesis. The research contributed valuable insights to the construction material manufacturing firms in Uasin Gishu County, assisting firms in optimizing their advertising strategies to achieve sustainable growth and improved performance in a competitive market environment. The study underscores the need for firms to adapt to changing market dynamics and consumer preferences through innovative and tailored advertising approaches.