| dc.description.abstract | Many business firms in Kenya strive for differentiation as a strategy aimed at maximizing sales
performance as a result of increased cut-throat business competition in the market. Supermarkets
in Nakuru town, have formulated differentiation strategies in a quest to promote sales
performance through maintaining and attracting new customers. The purpose of this study was
to establish the effects of differentiation strategy on sales performance of supermarkets within
Nakuru CBD. The study was carried out amongst the Branch managers, Technical officers (stock
controller), and Product line staff of 11 supermarkets. This study employed non experimental
research survey design and used purposive sampling and simple random sample to get the
sample size of the respondents. Data was collected using questionnaire and interview schedules.
It was analyzed using descriptive and inferential statistics. The outcome of the study shows that
product differentiation and physical differentiation plays a major role in activating annual sales
performance at the supermarkets unlike service differentiation which showed a weak
relationship. The study recommends supermarkets should scale up on the attributes of product
and physical differentiation strategies if they are to compete in the growing market | en_US |
