European Journals of Business Management

EFFECTS OF MARKETING STRATEGIES ON THE GROWTH OF SMALL BUSINESSES IN KENYA: A SURVEY OF KARIAKOR MARKET

Margaret Gathii Waithaka
Jomo Kenyatta University of Agriculture and Technology

KENYA
    
Dr Willy Muturi
Jomo Kenyatta University of Agriculture and Technology

KENYA
    
Mr. Kennedy Nyabuto
Jomo Kenyatta University of Agriculture and Technology

KENYA

CITATION: Waithaka, G. M., Muturi , W. & Nyabuto, K. (2014). Effects of Marketing Strategies on the Growth of Small Businesses in Kenya: A Survey of Kariakor Market. European Journal of Business Management, 1 (11), 261-275.

ABSTRACT

The study aimed at determining effects of marketing strategies on the growth of small businesses in Kenya with reference to Businesses at Kariakor Market in Nairobi. The study focused on the owners, staff and activities of Kariakor Market, Nairobi, and included the marketing activities and strategies applied by the staff and the management of the small businesses at the market. The researcher adopted a descriptive research design as there are variables which cannot be quantified but can only be described in descriptive statistics. Through random stratified sampling method, the researcher selected 105 respondents out of total population of 210 of the business owners and the staff at the market. Data was collected through administering of questionnaires to the respondents. Quantitative and qualitative techniques of data analysis were used to collect data and the findings were presented through charts, tables and graphs for simple understanding of the findings. The study found out that use of various marketing strategies affect the growth of small businesses. The study recommended that it is not only important that businesses advertise but also be able to choose the right media to reach as many people as possible. The study acknowledges that word of mouth could only be effective if the quality of goods is good and that the customers are highly satisfied. The study also recommended that the organization should identify mentors that can encourage them to achieve the profitability they desire. The organization should also establish the right contacts that can help the business in its growth and also create a good and a strong customer base. The business must also identify the best social media strategy that is easy to use and one that can easily be acccessed at very minimal cost.


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