FACTORS AFFECTING THE PERFORMANCE OF MARKETING COMMUNICATION TOOLS IN SACCOS IN KENYA, A CASE STUDY OF DAIMA SACCO

Abstract

The objective of the study was to determine factors affecting the performance of marketing communication tools in Sacco’s in Kenya. The specific objectives of the study were: To find out how organization culture affect the performance of the marketing communication tools in Sacco’s, to establish how Information communication technology affect the performance of the marketing communication tools in Sacco’s, to assess how staff skills affect the performance of the marketing communication tools in Sacco’s and to determine how financial resources affect the performance of the marketing communication tools in Sacco’s. The study findings will be of great significance to all the stakeholders interested in the success of the marketing communication. The study will provide the background information to other researchers and scholars who may want to carry out further research in this area. The research design adopted in this research study was descriptive research design.The target population was on all the employees of Daima Sacco, totalling to 155.The researcher used stratified sampling method to select the sample size of 30% of the accessible population which was 47 employees. The study used only primary data which was obtained through self-administered questionnaires with closed and open-ended questions. Data was analyzed using descriptive statistics, frequency, distributions, percentages and measures of central tendency such as mean, mode and median, Kombo and Donald (2006). Computer packages Excel was used to aid in analyzing and presenting the data through tables, charts and scatter diagrams were provided to show any statistically significant relationship in both graphical and numeric forms in a more clear and concise way. According to the findings of this study, the majority of respondents (40%) chose corporate culture as a technique to improve marketing communication. Financial resources had an impact on marketing communication, according to 78 percent of respondents. This indicated that financial resources have an impact on financial institution marketing communication. According to the findings, organizational leaders succeed by being consistent and conveying clear messages about their priorities, attitudes, and beliefs. Once a culture has been formed and accepted, it can be used as a powerful leadership tool to communicate the leader's ideas and values to all members of the organization, especially newcomers. Leaders who create ethical culture are more successful in maintaining organizational growth, providing the high-quality services that society expects, and addressing problems before they become disasters, and hence are more competitive than their competitors. According to the findings, businesses may need to conduct marketing and advertising activities to raise brand awareness. They seek to outsmart the competition and obtain top-of-mind awareness on occasion. Other times, the company aims to assist sales teams by producing more sales leads through its campaigns. An organization can employ a variety of methods for different campaigns, including television advertisements, print campaigns, radio spots, digital marketing, and on-the-ground events, among others. To effectively contact diverse customers, it is usually a combination of several means of communication. The findings of the study, while comprehensive, point to the need for more research into the factors that influence the financial success of microfinance organizations in Kenya.