Published October 4, 2022 | Version v1
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DESIGN DIFFERENTIATION STRATEGIES: REVAMPING THE PERFORMANCE OF EDIBLE OILS MANUFACTURING FIRMS IN AN EMERGING ECONOMY

Authors/Creators

  • 1. PhD student, Jaramogi Oginga Odinga University of Science and Technology, Kenya
  • 2. Senior Lecturer, Jaramogi Oginga Odinga University of Science and Technology, Kenya

Description

Abstract: The manufacturing sector in Kenya is faced with constant challenges making it very dynamic in nature. This has forced most firms especially in the edible oils sector to differentiate the design of their products in order to them more attractive, outshine their competitors and improve their performance. The study therefore sort to establish the effect of design differentiation strategies on performance of selected edible oils manufacturing firms in Kenya. The study adopted explanatory research design and was guide by the discrete choice theory of competitive advantage. The sample size was 87 respondents drawn from a target population of 104 respondents which consisted of the top and middle level employees from the sales and marketing departments of the selected edible oils manufacturing firms. Purposive sampling was used to target the marketing managers and product line managers while simple random sampling was used for the sales representatives. A structured questionnaire was used to collect data for the study which was then analysed using descriptive statistics, linear regression and correlation analysis and results presented using tables. The results indicated that the manufacturing firms in Kenya differentiate the design of their products in terms of aesthetics, functionality and ergonomics and that design differentiation strategies had a positive and significant effect on the performance of the selected edible oils manufacturing firms in Kenya. The study recommended that manufacturing firms should put more emphasis on differentiating the design of their products to make them more appealing to consumers in order to improve on performance. 

Keywords: Design Differentiation, aesthetics, functionality, ergonomics, performance of manufacturing firms.

Title: DESIGN DIFFERENTIATION STRATEGIES: REVAMPING THE PERFORMANCE OF EDIBLE OILS MANUFACTURING FIRMS IN AN EMERGING ECONOMY

Author: Alice Ngele Mwazuna, Dr. Arvinlucy Onditi, Dr. Elijah Museve

International Journal of Novel Research in Marketing Management and Economics

ISSN 2394-7322

Vol. 9, Issue 3, September 2022 - December 2022

Page No: 20-30

Novelty Journals

Website: www.noveltyjournals.com

Published Date: 04-October-2022

DOI: https://doi.org/10.5281/zenodo.7144620

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Notes

International Journal of Novel Research in Marketing Management and Economics, ISSN 2394-7322, Novelty Journals, Website: www.noveltyjournals.com

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References

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Paper Download link (Source)
https://www.noveltyjournals.com/upload/paper/DESIGN%20DIFFERENTIATION%20STRATEGIES-04102022-1.pdf