Abstract:
The thesis addressed marketing mix strategies on penetration of carbonated soft drink
firms in Nyeri town. The study, therefore sought to establish the market mix strategies on
market penetration of carbonated soft drinks firms in Nyeri Town and was guided by four
specific objectives product line strategy, pricing strategy, place strategy and promotion
strategy and their effects on penetration of carbonated soft drinks firms in Nyeri Town.
The study employed the AIDA model and two theories; Rogers Diffusion of Innovations
Theory and the Marketing Mix Theory. To achieve the objectives of this study, a
descriptive research design was adopted. The target population consisted 698 employees
in the carbonated soft drink firms. The study used a sample of 209 employees being the
sample of the target population. A response rate of 75% was achieved. A semi-structured
questionnaire was distributed to the sampled population in Nyeri town. Pilot study was
conducted to enable the researcher ascertain the validity and reliability of the data
collection instruments. The test of reliability was conducted using Cronbach's Alpha
coefficient with a threshold of 0. 7. A self-administered questionnaire was distributed to
the sampled population. Collected data was analyzed using Statistical package for social
science (SPSS) to generate descriptive statistics, that is; minimum, maximum, mean and
standard deviation and inferential statistics, that is, the model R2, ANOVA statistics and
regression coefficients. Frequencies table and percentage were generated from the data
while multiple linear regression analysis was used to establish relationship among the
variable in the study. The results indicated that product line strategy, pricing strategy,
place strategy and promotion strategy had a positive and significant effect on penetration
of carbonated soft drink firms in Nyeri town. The researcher suggested that future
research could focus on challenges facing the carbonated soft drink firms when applying
the marketing mix strategies.
