Factors influencing the growth of interior design businesses: the case of low income market segment in Nairobi, Kenya
Joseph, Judy W
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The objective of the study was to establish the factors influencing the growth of interior design businesses for the low income market segment in Nairobi. The study was a descriptive survey whereby primary data was collected using a semi-structured questionnaire. The questionnaires were administered by the researcher to interior design firms, interior decorators and architectural firms offering interior design services. The population of the study was 60 interior design firms, interior decorators and architectural firms offering interior design services listed in the Yellow Pages Directory, 2010 Edition within Nairobi. The researcher collected data from 40 of the 60 listed firms for 20 of these firms did not honour the interview request. The study commenced on June 14th 2010 with data collection which took three weeks thus ending on July 2nd 2010. Primary data collection involved key informant interviews with interior designers marketing managers and architects in-charge of interior design services. The processing of data begun shortly after field data collection commenced. Completed questionnaires were edited and data key punched into the computer. The data was analyzed by simple descriptive analysis using Statistical Package for Social Scientists (SPSS Version 13) computer software. The quantitative data was presented in form of tables and percentages. The study found out that economic, demographic, socio-cultural, technological, political-legal and competitive factors indeed influenced the growth of interior design businesses for the low income market segment. It was also found out that most of those buying interior design products and services were high income and medium income earners. The ID business owners said that they targeted these groups for they felt they had the money to pay for their services.