European Journals of Business Management

INFLUENCE OF ENTREPRENEURIAL MARKETING ON THE GROWTH OF SMES IN KIAMBU TOWN-CBD, KENYA

Muthee Janet
Jomo Kenyatta University of Agriculture and Technology
KENYA    
Dr. Karanja Ngugi
Kenyatta University Department of Accounting and Finance
KENYA

CITATION: Janet, M. & Ngugi, K. (2014). Influence of Entrepreneurial Marketing on The Growth of Smes In Kiambu Town-CBD, Kenya. European Journal of Business Management, 1 (11), 361-377.

ABSTRACT

The   study sought to find out the influence of entrepreneurial marketing strategies on the growth of SMEs in Kiambu Town-CBD, Kenya. Specifically, the study addresses the following objectives: To investigate the extent to which product development strategy influences the growth of SMEs in Kiambu Town-CBD, Kenya; To identify how pricing strategy influences the growth of SMEs in Kiambu Town -CBD, Kenya; To determine the extent to which promotional strategy influences the growth of SMEs in Kiambu Town-CBD, Kenya and; To find out how distribution strategy influences the growth of SMEs in Kiambu Town-CBD, Kenya. This research adopted a descriptive research design; the researcher used a questionnaire as the primary data collection instrument. The questionnaire was designed to give a brief introduction. This included analysis of data to summarize the essential features and relationships of data in order to generalise from the analysis to determine patterns of behaviour and particular outcomes. Before processing the responses, the completed questionnaires were edited for completeness and consistency. The findings of the study reviewed that product development strategy (P-value=0.001<0.005), Pricing strategy (P-value=0.003<0.005), Promotional strategy (P-value= 0.004<0.005) and Distribution strategy (P-value=0.045<0.005), further evidence show that product development strategy was the key critical factor of entrepreneurial marketing that influences growth of SMEs in Kiambu-CBD. The study therefore recommends that owner entrepreneur manager should utilize product development as a strategy for growth of the business.


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