Daniel Mulinge Nthenge, is a seasoned Lecture and currently the Director, Quality Assurance, Pan Africa Christian University. Much of his efforts over the years have been in Teaching and business. Prior to the current assignment he was a Lecturer with Green witch University collaborating with Oshwal College Nairobi. He has also been Teaching Limkokwing University which Collaborates with Graffins College in Nairobi. At the same time Daniel was full time Lecturer with Oshwal College and an active member of the Business Department. He has also taught Kakuswi High School, an extra-County School in Makueni County (2000-2002).
Daniel is a customer care trainer and consultant currently with Nzisa enterprises an entrepreneurial venture.
Daniel Mulinge has been actively involved in various Management and Leadership roles for he has been a Senate member in Pan Africa Christian University (2016- to-date) in charge of Quality assurance and Students affairs coordinator at Oshwal College (2010-2012
Academically, he has qualified for the Award of the Doctor of Philosophy (PhD) degree from the University of Nairobi specializing in marketing management. He earned his Master’s in Business Administration (MBA-Marketing) Degree in 2009 from the University of Nairobi having earned the first Degree from Egerton University. He has written on various topics related to Marketing management. Such topics include; Customer perception, firm characteristics, Marketing strategies; Marketing practices adopted by SME dealing with clothing and footwear, a case of Makueni district; Marketing of French beans in Kathiani division, Machakos County among others.
Abstract
This study investigated the influence of marketing strategies, firm characteristics and customer perception on firm performance of Food and Beverage processing Companies in Kenya. The research objectives were to establish the relationship between marketing strategies and firm performance; determine whether firm characteristics moderate the relationship between marketing strategies and firm performance; assess whether customer perception intervenes in the relationship between marketing strategies and firm performance and to determine the joint effect of marketing strategies, firm characteristics and customer perception on firm performance. The study used descriptive cross sectional survey method. Two sets of groups were used as population for this study within the food and beverage subsector in Kenya. The joint effects of Marketing strategies, Firm characteristics and Customer Perception on firm performance was found to be positive and statistically significant (R2= 0.138,F = 3.192,p < 0.05). It was recommended for policy makers to push for legislations aimed at low interest rates for startup firms, reduced tax on essential processed commodities and subsidized inputs through Government interventions. The study recommends for support of these firms by offering marketing management skills and capabilities through leadership and management development by the management of the sector. This study has made significant contribution to marketing theory, policy and practice in relation to marketing in general to the extent that it has made recommendations and offered suggestions on areas of future research. It has offered more explicit clarification into the relationship between marketing strategies, firm characteristics, customer perception and firm performance.
Research Supervisors
Prof. F. Kibera
Dr. R. Musyoka
Prof. M.Kinoti
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