| dc.description.abstract | Proliferations of strategic interplay among manufacturing firms threaten the
sustainability of fast-moving consumer goods in Kenya. In realization of vision 2030,
manufacturing was envisaged as a core area in job creation and poverty eradication.
Unfortunately, previous statistics showed that there has been a downward trend on
performance of manufactured fast moving consumer goods in Kenya. It is in this regard
that this study sought to determine the influence of product life cycle extension
strategies, market-based policies and customer loyalty on performance of fast-moving
consumer goods firms in Kenya. The study was anchored on three theories namely;
game theory that was used to model the study, marketing mix theory and economic
theory of regulation from which the variables were derived. The study adopted
pragmatism research philosophy and cross-sectional research design. Through census,
study population was 193 fast moving consumer goods firms. Secondary data was
collected using questionnaires and data collection schedules for the period covering
2017-2021 for 161 firms since 32 did not respond to the questionnaires hence expunged
from the study. Data was analyzed using multiple linear regression models. Study found
that repositioning, promotion, price adjustment and rebranding strategies had positive
and significant effect on performance of fast-moving consumer goods firms in Kenya.
Secondly, the study established that market-based policies had a negative and significant
moderating effect on the relationship between product life cycle extension strategies and
performance of fast-moving consumer goods firms in Kenya. Lastly, the results
indicated that customer loyalty had positive and significant mediating effect on the
relationship between product life cycle extension strategies and performance of fastmoving consumer goods firms in Kenya with evidence of partial mediation. The study
concluded that adoption of PLC extension strategies namely repositioning, promotion,
price adjustment and rebranding strategies were important in enhancing performance of
FMCG firms in Kenya. The study further concluded that market-based policy led to poor
performance while adopting product life cycle extension strategies played an important
role in enhancing customer loyalty which would lead to improved performance. The
study recommends that senior management staff of the firms should embrace and
enhance implementation of the four PLC extension strategies for prolonged profit
reaping. In addition, management should improve the current implementation
approaches of PLC extension strategies as a whole so as to enhance customer loyalty
that will lead to high rate of repeat and referral customers. Further, the study
recommends that relevant Kenyan Government authorities and policy makers reconsider
and revise current market-based policies regarding input tariffs on fast moving consumer
goods so as to improve performance. The study contributes to the existing body of
knowledge in this area | en_US |
