Strategic Drivers of Supermarket Sustainability: Evidence from Nairobi County

Abstract

With the growing emphasis on sustainability in modern business practices, this research set out to examine the main strategic factors that shape the long-term viability of supermarkets in Nairobi County. The study particularly focused on how marketing strategies and technological progress influence sustainability within the retail sector. The investigation was anchored on Ansoff’s Growth Strategies and the Dynamic Capabilities Theory, which provided the conceptual foundation. The study used a descriptive research approach to accomplish its goals, enabling a thorough evaluation of the elements that were found. Using stratified random selection, 107 individuals who took part were selected from the 147 people in the research's target group, which was spread throughout many stores in Nairobi County. Structured questionnaires were used in gathering primary data; they were given out immediately and then gathered for analysis. SPSS software was used to code, arrange, and process the replies. Multiple linear regression analysis was used to evaluate the relationships between the independent and dependent variables. The study revealed that supermarket sustainability was significantly and favorably impacted by marketing tactics. Hence, the study concluded that competitiveness, technology adoption, marketing tactics, and research and innovation are important factors that influence how sustainable supermarkets are in Nairobi County. To enhance service delivery, the supermarkets should make use of customer-related data, especially in areas like home delivery, customization, and reaction to consumer feedback. This would allow supermarkets to understand customer preferences, gather broad market intelligence, and design marketing programs that effectively respond to consumer needs and changing market dynamics.