Relationship Between Branding Practices and Market Performance of SMEs in Nairobi City County

Abstract

The research attempted investigating Small and medium-sized enterprises (SMEs) which form primary enterprises in many nations, creating employment opportunities for many. Moreover, they contribute to enhancing and promoting improvements. The Study Outline how small and medium enterprises use branding practices in enhancing their effectiveness in market. Research addressed study problems: How have SMEs use branding practices; what factors have influenced the use of branding practices; and which approaches can SMEs use in ensuring better use of branding practices? Descriptive research design was used, where population intended were SMEs in Nairobi, 6000 in total. This study employed random sampling study, which meant samples were taken from various SMEs and sample size in research as 98 participants. Primary data, gathered using surveys, garnered 98 participants in total, in which descriptive analysis was used. Statistical Package for Social Sciences (SPSS) was used in analyzing statistics, which entailed mean, standard deviation and percentage, and subsequent correlation analysis to assess associations among research variables. Inferential statistics assessed variance of individual factors for research. Outcomes highlighted firm owners‟ perception of branding; as crucial to growth of their businesses. Moreover, use of these practices also hinged on nature and type of industry in question. Lack of firm resources prevented firms from deriving gains of these practices. This work also showed firms reduced charges to get more clients, whereas some established significant associations with their clients to offer better promotions and offers. The research endorses SMEs to use branding to handle client, competitor and handle firm outcomes, as well as solicit client data to inform future business actions. It stresses the need for executives and SMEs in incorporating changes in tech, and the business environment to handle human needs.