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FACTORS AFFECTING NEW VEHICLE SALE IN THE KENYA MOTOR INDUSTRY: A CASE OF GENERAL MOTORS (EAST AFRICA) LIMITED

Awuor Jashon Kinoro
Student, Jomo Kenyatta University of Agriculture and Technology, Kenya

 

ABSTRACT

The automotive industry faces many challenges. It suffers from long-term over capacity, with the inevitable depressing effect on profitability. A spate of mergers and acquisitions in the industry, amongst both vehicle manufacturers and component makers, is one consequence of this. Further rationalization amongst incumbents in the developed world seems inevitable, especially as new entrants in the developing world continue to create new capacity. In such an environment, anything that risks damage to brand value or drives up operating costs is obviously highly undesirable. The objective of this study is to determine the factors affecting new vehicle sale in the Kenya Motor Industry, a case of General Motors (E.A) ltd. This study adopted a descriptive survey design. The population comprised of 177 employees of General Motors (East Africa) Ltd, Kenya. Stratified proportionate random sampling technique was used to select the sample. Primary as well as secondary data was collected. Secondary data was obtained from relevant literature review from studies, automotive journals, magazines and the internet. Primary data was collected using questionnaires. Secondary information would be collected from motor vehicle reports, business magazines, automobile journals and other relevant materials on the motor industry.


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