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