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Analysis Of Impact Of Point-of-sale Display Sales Promotion Strategy On Brand Performance In Mobile Service Firms In Kenya
This study sought to analyse the impact that point-of-sale-displays sales promotion strategy had on brand performance in Mobile service firms in Kenya. The objective was to examine its influence on brand performance. It was conducted in Mombasa and Nairobi and adopted a descriptive survey design. The target population was 458 employees, and sample size of 71 respondents was randomly selected using a stratified sampling method. Quantitative research methodology was employed and structured questionnaires with closed ended questions, and a 5-point Likert scale used to collect data.
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