An Evaluation of the Cost and Benefits of Applied Cosmetics Industry Marketing Best Practices: A Case Study of the Kenyan Market

Abstract

The purpose of this study is to develop an evaluation of the cost and benefits of applied cosmetics industry marketing best practices in Kenya. The research adopted a descriptive research design. Primary data was collected from respondents in Nairobi, Kiambu, and Nakuru counties in Kenya. Purposive technique was used to identify the counties while stratified sampling technique was used to identify the respondents in the counties. Data collection was done using structured questionnaires. Collected data was later coded, cleaned, analysed, and interpreted. The study found out that mass media advertisement marketing strategy is the most commonly used marketing strategy in Kenya. It is the least costly marketing strategy and offers the most marketing benefits. Further research is required to evaluate the interrelationship of the commonly used marketing strategies in the cosmetic industry. The practical implications of the study are that cosmetic businesses need to understand their businesses and identify which marketing strategies work for them. The value of this original research is to help organizations identify the marketing strategies that are commonly available and their different cost implications and benefits. Key words - Cosmetics, Marketing strategies, Marketing strategy benefits, best practices, Kenyan market DOI : 10.7176/JMCR/53-06