PUBLIC RELATIONS AS A MARKETING COMMUNICATION TOOL: THE CASE OF NAIVAS SUPERMARKETS, NAIROBI COUNTY

ABSTRACT
This study sought to investigate the public relations as a marketing communication tool in Naivas Supermarkets. The objectives of the study were to establish the effectiveness of Public Relations tools and media channels used in Marketing Communication in Naivas Supermarkets, to determine Public Relations tools used in Marketing Communication in Naivas Supermarkets and to find out corporate benefits of using Public Relations as a Marketing Communication tool in Naivas Supermarkets. The study adopted the Hierarchy of Effects Model. The study utilised descriptive survey design and qualitative research approach. The study comprised all public relations, marketing and customer care staff in the head office, Kasarani, Westlands, Ngong road and Eastgate Donholm Naivas Supermarkets branches. The sample size for the study was 25 customer care staff and seven Marketing and Public Relations Managers. Census technique was used to obtain participants for the study. In depth interviews and focus group discussions were the main research methods. Qualitative data was analysed manually and presented in narratives. The study found that use of public relations tools as marketing communication tools for Naivas Supermarket products and services were effective. The study found out that social media, promotions, word of mouth, media relations, corporate social responsibility, editorial, feature stories, mentions in radio and documentaries are some of the public relations tools used as marketing communication tools by Naivas Supermarkets. The study found that pushing sales, customer awareness and brand visibility were some of the corporate benefits derived from the use of public relations as a marketing communication tool. The study concluded that public relations tools and media channels used as marketing communication tools by Naivas Supermarket were effective since they retain credibility and increase their visibility. The study recommends that Naivas Supermarkets should employ the use of chat pod to engage their clients more effectively by responding to their queries immediately and improve its corporate social responsibility initiative by partnering with other related organisations in order to reach wider customers, thus promoting their brand. The study further, recommends a similar study to be conducted focusing different research methodologies and also in other supermarkets in order to compare the consistency and accuracy of this study.