| dc.description.abstract | This paper sought to examine the relationship between the application
marketing concept and performance of retail supermarkets in Kisumu City, Kenya. The study
adopted descriptive survey design to explore the above relationship. Stratified simple
random sampling technique was used to select a sample of 162 employees out of a
population of 410 employees. A self administered structure and semi structure
Questionnaires were used to obtain primary data from the field. The Regression results
showed that 39.8% or (R2= 0.398, p< 0.05) of variation in retail supermarkets' financial
performance was explained by the application of the Marketing Concept and 52.5%(R2=
0.525, p< 0.05) of non-financial performance. The study provided an exposition of the
Marketing Concept application by supermarkets by concluding that it exerted a significant … | en_US |
