Business models applied by supermarkets operating in Mombasa
The main focus of the study was to investigate the business models applied by supermarkets in Mombasa and the factors influencing the choice of the business models. The study adopted a descriptive survey design that was both qualitative and quantitative. The study was carried out in 36 supermarkets classified into large, medium and small depending o~ the number of employees and the branch network. A total of 21 managers, 8 proprietors, 1 shelf stocker and 6 supervisors representing each of the 36 supermarkets in Mombasa participated in the study. The main research instrument was the questionnaire. Reliability of the instruments was measured using the split halves method. Content validity, was done through a panel of experts. Data analysis involved both descriptive and inferential statistics. The Statistical Package for Social Sciences (SPSS) was used to prepare code books, tabulations and draw up statistical inferences. The study fmdings indicated that supermarkets in Mombasa applied a number of business models in their operations and that a variety of factors influenced the choice of model applied. The main challenges faced by small and medium supermarkets were procuring financing from banks and unfriendly government policies. Additionally, the aforementioned have not invested in technology. Conclusions of the study were that supermarkets need to do an assessment of their vision, strategy and resources first before embarking on a specific model. The study recommended that the government should create a friendly environment for investment by working to reduce the cost of production.