Effect of Niche Marketing on Performance of International Courier Companies in Kenya

Purpose: The general objective of this study was to establish the effect of niche marketing on performance of international courier companies in Kenya Methodology: The study adopted a descriptive research design using survey method. The study targeted an estimated population of 55 international courier companies in Kenya by targeting the operations managers. The researcher used purposive sampling technique through census. Data was collected from both primary and secondary sources using questionnaires. The questionnaires were pre-tested with five national courier firms within Kisumu town and analyzed using SPSS. This study used both descriptive statistics (percentages, frequencies, means and standard deviation) and inferential statistics (regression and Pearson's correlations) to analyze quantitative data. Findings: The results from multiple linear regression indicated that concentrated marketing (B1=0.384, P=0.003), Customization (B2=0.197, P=0.024); Positioning (B3=0.345, P=0.000) have positive and significant effect on performance of international courier companies in Kenya. Niche marketing significant accounted for 66.4% (R2=0.664) variance in organizational performance. Organizational factors had significant moderating effect on the relationship between niche marketing and organizational performance. The hierarchal regression moved r square from 66.4% (R2=0.664) to 78.8% (R2=0.788) significantly explaining addition 12.4% change in r square. Therefore, the study concluded that organizational factors moderate the relationship between niche marketing and performance of international courier companies in Kenya. Unique Contribution to Theory, Practice and Practice: The study was anchored on market segmentation theory. The study recommends that the management should enhancing seeking of feedback from their clients on their satisfaction level of their services so as to note areas of improvement. The study recommended that management should strive to ensure that the company`s brand positions the organization far above its competitors. This study recommends that courier companies should be market oriented besides embracing niche marketing; this will enable the companies to get insights on the actual needs and wants that customers have.