Browsing by Author "Kanchori, Daniel"
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Kanchori, Daniel (Daystar University, School of Business and Economics., June 1, 2011)
[more][less]Abstract: In the changing business environment, retailers are always searching new strategies to attract and hold customers. Digital signage is a very attractive medium for advertising and general communication in open spaces. It has been adopted by many business sectors which have benefited from the advantages it offers. This study sought to establish the effect digital signage has on the sale of products among leading supermarkets in Kenya. The objectives were to find out the influence of digital signage on product sales among leading supermarkets in Kenya; to determine the perceptions of digital signage held among the leading supermarkets in Kenya both by employees; to establish the challenges of adopting digital signage among leading supermarkets in Kenya; and to find out the areas in which digital signage system use can be improved among leading supermarkets in Kenya. This study adopted a descriptive research design. The respondents were drawn from Tuskys and Nakumatt supermarkets. They included managers, assistant managers, supervisors and merchandisers. A questionnaire was used for data collection. Data collected was analyzed using Predictive Analytical Software (PASW). The data were presented in tables and figures using frequencies and percentages. The findings showed that digital signage does influence the sales of products. It was also found out that digital signage was perceived to be helpful by informing the respondents of the products and influencing their purchase decisions. The location of digital signage was found to be critical to the success of the advertisement. However, positioning of the screens and advertisement content for relevance and completeness were the recommended remedies. From the findings, it was recommended that digital screens should be located in strategic visible locations in the supermarkets. Similarly, supermarkets should advertise available products in the digital screens, and close attention paid to the product attribute to be incorporated in the adverts. Description: Masters of Business Administration. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3304 Files in this item: 1
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