dc.contributor.author | Omuyitsi, Nassir R | |
dc.date.accessioned | 2013-05-12T12:04:03Z | |
dc.date.available | 2013-05-12T12:04:03Z | |
dc.date.issued | 2003-09 | |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/22526 | |
dc.description.abstract | This study is meant to be a contribution by part of a wider group of scholars towards
determining the main factors that influence the growth of MSEs. Most studies in the
past had tended to over concentrate on the aspect of credit provision to MSEs to the
detriment of other equally important factors. In this study we chose to concentrate on
the subject of Marketing Research. The main objectives of the study were:
1. Determine the proportions of Micro and Small business enterprises (MSEs) in
the CBD that Utilize marketing research.
2. Determine the importance attached to marketing research by MSE
entrepreneurs.
3. Determine the extent of use of Marketing Research in terms of the following:
a. Product design studies
b. Market potential studies
c. Advertising/promotion studies
d. Distribution Research
e. Post purchase customer satisfaction surveys
f. Competitor surveys
4. Determine the constraints to the utilization of marketing Research
5. Determine if any Relationships exist between size of business and extent of
use of marketing Research.
6. Determine if there is a relationship between utilization of marketing research
and sales turnover
Our sample was drawn from MSE entrepreneurs in the NCBD. Data was mainly
collected using semi-structured questionnaires. Our data analysis tools consisted of
descriptive statistics and non-parametric tests. Our results showed that although MSE entrepreneurs see marketing research as
important, and indeed practice it to some extent, financial constraints and general lack
of direction on how to conduct marketing research, impede their abilities to gather
marketing information better.
We have thus recommended a three-pronged partnership among key stakeholders,
namely the government, the MSEs and the medium and large enterprises, each with
specific mutually beneficial roles, which if effected properly will result, we believe, in
benefits for all these classes of stakeholders.
Finally we do hope that more research especially on other important business support
services will be effected, we also hope that research will be done directed at
consumers of MSE products seeking their attitudes on services offered by MSE
entrepreneurs. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.subject | Small & Micro Enterprises (SMEs) | en |
dc.subject | Nairobi Central Business District (NCBD) | en |
dc.subject | Market research | en |
dc.title | Marketing research in micro and small enterprises:A case study of enterprises in the Nairobi Central Business District | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |