The Influence of Digital Signage on Product Sales among Leading Supermarkets in Kenya

Simple item page
dc.contributor.authorKanchori, Daniel
dc.date.accessioned2020-10-12T11:18:35Z
dc.date.available2020-10-12T11:18:35Z
dc.date.issued2011-06-01
dc.descriptionMasters of Business Administration.en_US
dc.description.abstractIn 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.en_US
dc.description.sponsorshipDaystar University, School of Business and Economicsen_US
dc.identifier.citationKanchori, D., (2011). The Influence of Digital Signage on Product Sales among Leading Supermarkets in Kenya. Daystar University, School of Business and Economics, Nairobien_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3304
dc.language.isoenen_US
dc.publisherDaystar University, School of Business and Economics.en_US
dc.subjectDigital Signageen_US
dc.subjectProduct Salesen_US
dc.subjectSupermarketsen_US
dc.subjectKenyaen_US
dc.titleThe Influence of Digital Signage on Product Sales among Leading Supermarkets in Kenyaen_US
dc.typeThesisen_US

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
The Influence of Digital Signage on Product Sales among Leading Supermarkets in Kenya.pdf
Size:
1.75 MB
Format:
Adobe Portable Document Format
Description:
Research Thesis
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.6 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

School of Business and Economics