Browsing by Author "Nzioka, John Fundi"

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    Marketing Mix Strategy and Performance of Selected Small and Medium Enterprises in Embu County, Kenya
    (Kenyatta University, 2025-08) Nzioka, John Fundi
    Small and Medium Enterprises (SMEs) contribute significantly to Kenya’s economy by creating employment, generating income, and driving innovation. In Embu County, however, many SMEs struggle to sustain growth and achieve optimal performance, with high failure rates attributed to challenges such as inadequate market penetration, declining sales, and limited profitability. While marketing mix strategies are critical drivers of firm performance, their application and impact among SMEs in this region remain underexplored. This study examined the effect of four marketing mix elements—product strategy, pricing strategy, e-promotion strategy, and distribution decisions—on the performance of selected small and medium manufacturing enterprises in Embu County, Kenya. Guided by the Dynamic Capabilities Theory, Business Performance Theory, Systems Theory, and Diffusion of Innovations Theory, the study adopted a descriptive survey design targeting 53 SMEs. A census approach was used, with business supervisors as the primary respondents. Data were collected using structured questionnaires, which underwent pilot testing to ensure clarity, validity, and reliability, with Cronbach’s alpha coefficients exceeding the 0.7 threshold. Descriptive statistics (means and standard deviations) and inferential analyses (Pearson correlation and multiple regression) were applied. Results revealed that product strategy (β = 0.091, p = 0.041), pricing strategy (β = 0.600, p = 0.000), and e-promotion strategy (β = 0.534, p = 0.000) had positive and statistically significant effects on SME performance, while distribution decisions had a positive but non-significant effect (β = 0.041, p = 0.540). The study concludes that product differentiation, competitive pricing, and effective e-promotion significantly enhance SME performance in Embu County. It recommends that SME managers prioritize innovative product development, adopt competitive and flexible pricing models, and leverage digital promotion platforms to expand market reach. Although distribution decisions were not statistically significant, improving logistical efficiency could indirectly boost customer satisfaction and long-term competitiveness.
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    The Effect ofE-Promotion Marketing Strategy on Performance of Small and Medium Manufacturing Enterprises in Embu County, Kenya
    (Journal of Marketing and Communication, 2025-06) Nzioka, John Fundi; Murigi, Elishiba Muthoni
    Small and Medium Enterprises (SMEs) significantly contribute to Kenya’s economy but face challenges affecting their growth and sustainability, especially from the promotional perspective. While research has consistently shown that e-promotion can enhance organizational performance, existing literature has not adequately examined the effect of e-promotion on the performance of manufacturing small and medium-sized enterprises in Embu County. This study investigates the effect of e-promotion marketing strategies on the performance of manufacturing SMEs in Embu County, Kenya. Guided by Dynamic Capability Theory and Innovation Diffusion Theory, a descriptive survey design was employed, gathering data from 45 SMEs through structured questionnaires. Descriptive analysis showed a positive perception of e-promotion (mean = 3.87), with managers agreeing that digital tools like social media and websites improve sales and market reach. Correlation analysis revealed a moderate positive relationship between e-promotion andSME performance (r = 0.501, p < 0.01). Regression results indicated that e-promotion has a significant positive effect on performance (β = 0.534, p = 0.000), meaning a one-unit increase in e-promotion strategy leads to a 0.534 unit increase in SME performance. The findings highlight the importance of digital marketing in enhancing SME competitiveness and growth in a dynamic business environment.