An Empirical Investigation of the Marketing Strategies Applied By Micro and Small Enterprises (Mses) in Masai Market, Nairobi, Kenya

Kungu, Caroline Atieno (2011) An Empirical Investigation of the Marketing Strategies Applied By Micro and Small Enterprises (Mses) in Masai Market, Nairobi, Kenya. Masters thesis, University of Nairobi.

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Abstract

Micro and Small Enterprises play an important economic role in Kenya. Despite the significant role played by Micro and Small Enterprises (MSEs) in Kenya’s national development, the sector has over the years experienced many binding constraints to the realization of its full potential. This fact is acknowledged by the Government in Sessional Paper no. 2 of 1996, Industrial Transformation to the year 2020. Among the key constraining factors, is the lack of markets for MSE products and services? The study sought to determine the importance of marketing strategy to Micro and Small Enterprises as well as establish the marketing strategies applied by entrepreneurs at the Masai Market, Nairobi, Kenya. These marketing strategies seem to change according to whether the business is owner-managed or employee-managed, membership in business associations and the type of products an entrepreneur traded in. The study employed convenience sampling to collect data from 120 Micro and Small Enterprise traders at the Masai Market using interviews and questionnaires. The data was analyzed descriptively and presented through tables and percentages. The findings indicate that MSEs apply eleven marketing strategies categorized under each of the four P’s of marketing, that is, product strategies-variety, new designs and quality control; pricing strategies- flexible pricing and discounts; promotion strategies personal selling, trade fairs, membership in associations and customer service; place Strategy used is location at a convenient place for customers and finally probe strategy applied was seeking for market information.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Africana
Depositing User:	Geoffrey Obatsa
Date Deposited:	21 Jul 2016 11:25
Last Modified:	21 Jul 2016 11:34
URI:	http://thesisbank.jhia.ac.ke/id/eprint/768

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