QUESTIONNAIRE
This questionnaire is to collect data for purely academic purposes. All information will be
treated with strict confidence. Do not put any name or identification on this questionnaire.
Answer all questions as indicated by either filling in the blank or ticking the option that
applies.
Section A: Background Information
1. Indicate your job title
2. For how long have you worked with this bank?
Less than 2 years ( )
3 to 5 years ( )
5 to 8 years ( )
More than nine years ( )
3. How many branches does the bank have in Kenya?
< 50 ( )
51 - 100 ( )
101 -150 ( )
150 > ( )
4. For how long has the bank operated in Kenya?
< 10 years ( )
11 to 20 years ( )
21 to 30 years ( )
30 years> ( )
5. Indicate the banks ownership
Foreign ( )
Local ( )
6. Indicate the approximate number of employees the bank has?
< 50 ( )
50 - 100 ( )
101 - 150 ( )
151 - 200 ( )
200 > ( )
Section B: Marketing Strategies Used To Improve Sales Performance
7. Does the bank employ marketing strategies in order to improve sales
performance?
Yes ( ) No ( )
8. If yes kindly indicate them
................................................................................................................................................
9. Indicate some of the marketing strategies adopted by the financial institution you
work with (Can choose more than one)
Strategies Yes No
Personal selling
Relationship marketing
Internet marketing through social platform
Internal marketing
Advertising
Pricing strategy
Market segmentation
10. To what extent are marketing strategies used by banking industry in Kenya
effective
Highly effective ( )
Effective ( )
Moderately effective ( )
Little effective ( )
No effective at all ( )
11. Indicate your level of agreement with the following statements relating to
marketing strategies
(Key 1= strongly disagree, 2= disagree 3 = moderately agree, 4 Agree and 5 = strongly
Agree)
Statements 1 2 3 4 5
Promotion marketing strategy is crucial in awakening and
stimulating customer demand for a service
Word of mouth has the potential to attract customers to a bank
and draw customers away from a bank.
Financial institutions should focus on relationship marketing as
it emphasizes long-term relationship building with customers
Customer relationship marketing can help to develop loyalty
between a financial institution and a targeted customer base.
To enhance sales performance, commercial banks should use
social media to interact with customers.
Adoption of internet marketing enables banks to build relations
with customers and prospects through regular, low-cost
personalized communication.
Internet marketing enables banks keep customers updated 24hrs.
The Internet provides an important platform for building
relationships with customers and increasing customer retention
levels.
Promoting a bank requires convincing consumers to trust a bank
with their money and make customers feel like they are getting
the most value for their money
Developing relationships with media that cover the banking
industry can keep public informed of their best practices.
Offering training and employee motivation programs helps the
bank deliver on business promises to the clientele.
Financial institutions should have manageable market segments
in order to improve on marketing efficiency, sales and service
delivery.
Use of traditional media like radio, television, newspapers and
magazines and notifications will keep customers informed about
issues surrounding banking sector.
12. In your own opinion, comment on the effectiveness of marketing strategies
employed by the bank?
................................................................................................................................................
Section C: Effect of Marketing Strategies on Sales Performance
13. Do marketing strategies used by banking industry in Kenya affect sales
performance?
Yes ( ) No ( )
14. To what extent do marketing strategies used by banking industry in Kenya affect
sales performance?
Very great extent ( )
Great extent ( )
Moderate extent ( )
Little extent ( )
No extent at all ( )
15. Indicate your level of agreement with the following statements relating to Effect of
marketing strategies on sales performance (Key 1= strongly disagree, 2= disagree
3 = moderately agree, 4 Agree and 5 = strongly Agree)
Statements 1 2 3 4 5
Marketing efforts and know-how are instrumental in
commercializing ideas.
Adoption of right marketing strategy allows banks to develop
a plan that enables them to offer the right product to the right
market.
The effectiveness of the marketing tools is essential for an
appropriate marketing strategy.
An effective brand strategy enables marketers to sell more
and win the market share
The proposition an banks sales promotion strategy must be
very compelling, attractive and unique among competitive
offerings
Effective marketing campaign should enable the bank to
successfully out-brand its competitors.
Marketing is one of the salient and important organic
functions which help to service organizations to meet their
business challenges and achieve set goals and objectives
Marketing strategy should determine the nature, strength,
direction, and interaction between the marketing mix-
elements and the environmental factors in a particular
situation.
16. Indicate other ways through which marketing strategies enhance sales performance
in banking industry
Thank you for your time
