INFLUENCE OF MARKETING STRATEGIES ON CUSTOMER RETENTION OF MANUFACTURING COMPANIES IN RWANDA CASE OF BRALIRWA /HEAD OFFICE (2017 - 2022)

Abstract

The research purpose was to examine the influence of marketing strategies on customer retention of manufacturing companies in Rwanda, case of Bralirwa /Head Office (2017 - 2022). The specific objectives of the study are to analyze the promotion strategies on customer retention of Bralirwa /Head Office, to assess the product strategies on customer retention of Bralirwa /Head Office, to identify the price strategies on customer retention of Bralirwa /Head Office, to assess the place strategies on customer retention of Bralirwa /Head Office and to examine the relationship between marketing strategies and customer retention of Bralirwa /Head Office. The study used a descriptive research design in which both qualitative and quantitative techniques were utilized. Target population of the study comprised 84 employees and 3,200 customers of Bralirwa /Head Office, sample size is 84 customers and 100 customers by selected convenience sampling. The researcher distributed the questionnaires by using self-administered structured questionnaires and the data collected. The data was processed by using a statistical package for social sciences (SPSS) version 22.0 was used to analyze the data collected through the questionnaire. The relationship between variables was established by use correlation model. The findings based on objectives which respondents were strongly in agreement that Bralirwa /Head Office uses personal selling and publicity to promote their products (mean=3.9405, Std =1.42568), respondents strongly agreed that Bralirwa /Head Office uses advertising to present its product to the consumption places (mean=3.9405, Std =1.42568). The majority of respondents strongly agreed that most of the Bralirwa /Head Office have understood the relevance of promotions as a marketing strategy since it enables them to reach as many customers as possible.