Influence of Entrepreneurial Marketing on Growth of Small and Medium Scale Enterprises in Kenya: a Case Study of Uhuru Market – Jogoo Road

Abstract

The purpose of this study was to establish the influence of entrepreneurial marketing on growth of small and medium scale enterprises (SMEs) in Uhuru Market, Jogoo Road Kenya. Specifically, the study sought to establish how marketing budget, affect the growth of SMEs Uhuru Market, Jogoo Road Kenya; to determine the degree to which market orientation influence the growth of SMEs Uhuru Market, Jogoo Road Kenya; as well as investigating the extent to which marketing practices to opportunity influence growth of SMEs Uhuru Market, Jogoo Road Kenya. The researcher used descriptive survey research design. These fit the definition of SMEs and hence constitute the population for purposes of this study. The target population was obtained from Uhuru Market – Jogoo Road where there are 2000 SMEs dealing in various sectors of the economy according to County Government of Nairobi. The research sampled sixty SMEs on a random basis. The technique is preferred since it applies a sampling fraction in each strata that represents the entire population. The study used both the primary and secondary data. Primary data was collected using structured questionnaires and interviews with the marketing managers’/business owners, while secondary data was in form of literature review sourced from the relevant journals, articles and magazines. To test the accuracy of the questionnaire as well as the understanding of the questions by the respondents, a test was carried out with 10 respondents so as to assure the researcher that the main research process would flow smoothly. Both qualitative and quantitative data was collected from the respondents. The SPSS software was utilized for data analysis. Descriptive statistics including mean, frequencies and the standard deviations were used in the analysis of data. Thereafter, the findings were presented using pie charts and tables for easy interpretation. Content analysis was employed to analyze the qualitative data. This analysis enabled the researcher to analyze the data that would not be quantitative in nature. At the same time the method would allow respondents to express their feelings on certain issues to a larger extent as compared to the quantitative analysis. From the findings, it can be inferred that owner manager level of education, experience in the enterprise a critical factor affecting growth of SMEs. Thus, it can be deduced that marketing orientation and marketing budget are the key drivers in growth of small and medium enterprises in Kenya. For effective and successful entrepreneurial marketing practices, the owner manager should possess technical skills and interpersonal skills. Since year 2012, it can be concluded that the SMEs have gradually and steadily introduced new products/services. As part of recommendations, policy and practices for Entrepreneurial marketing practices for SMEs should be assessed and applied in in a productive manner as different combination of marketing practices in varying weights will yield different results. This should be considered in line with the existing government regulations and ethical practices