Relationship Between Advertising and Performance of Micro and Small Architectural Glass Companies in Nairobi County, Kenya

Abstract

This study was on the relationship between advertising and performance of micro and small enterprises architectural glass companies in Nairobi County, Kenya. The study was anchored on three theories: Attention, Interest, Desire, and Action (AIDA) theory, relationship marketing theory, and the push theory. The study adopted a correlational research design and sampled 124 employees working in Micro and Small Enterprises (SMEs) in nine architectural glass manufacturing firms. Questionnaires and interview schedules were used to collect primary data. The study found out that all aspects of advertising influenced performance of Micro and Small Enterprises architectural glass companies. The study concluded that there was a strong and positive correlation between advertising and the performance of micro and small architectural glass companies. Therefore, the study recommended that micro and small architectural glass companies in Nairobi County should continually embrace advertising because it promoted performance and growth of revenue in the firms.

Keywords: advertising, performance, micro and small enterprises, architectural glass companies

DOI: 10.7176/EJBM/12-27-09

Publication date:September 30^th 2020