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dc.contributor.advisorMary Namusongeen_US
dc.contributor.authorMburu, Anne Nyambura
dc.date.accessioned2023-08-08T08:43:35Z
dc.date.available2023-08-08T08:43:35Z
dc.date.issued2023
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26615
dc.descriptionA Research Project Submitted to the School of Business in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Adminstration (Marketing Option) of Kenyatta Universityen_US
dc.description.abstractMicrofinance banks in Kenya have been experiencing fluctuations in their performance measured in terms or return on equity and return on investment. To address the declining performance, microfinance banks have adopted marketing strategies. However, despite the adoption of marketing strategies, the performance still remains poor. The study sought to examine marketing strategies and performance of Kenya‘s microfinance Banks: a case of Kenya Women microfinance Bank PLC. The objectives of the study were; to find out the influence of corporate brand strategy, product strategy, distribution strategy, and customer service strategy on performance of Kenya‘s Microfinance Banks. This study was guided by resource-based theory, market-based view (MBV) theory, Ansoff growth theory and profit maximization theory. The study used descriptive research design. The target population comprised of 62 top management and employees working in credit, finance/accounts and operations departments at KWFT. A census approach was deployed and hence the whole population was used in the study. This study used structured questionnaire to gather primary data while secondary sources of information including business journals and Microfinance reports were used. The questionnaires‘ validity was determined by expert opinions while reliability was tested by Cronbach Alpha coefficients. A pilot test was conducted on 10 percent of the entire population as the study adopted a census approach. The data was analyzed using inferential and descriptive statistics with the help of SPSS Version 21. The study found that corporate branding strategies, product strategies, product distribution strategies and customer service strategies had significant positive effect on performance of the microfinance institutions in Kenya. The study therefore recommends additional usage of technological platforms so as to avail financial products and services to as many clients as possible. The study also recommends consistent training development to all staff on customer service as it has been pivotal on enhancing the influence of microfinance institution performance and ensuring that customers‘ needs are met. The study further recommends that amicable corporate relations should be enhanced by use of effective marketing sensitization to the public.en_US
dc.description.sponsorshipkenyatta universityen_US
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectMarketing Strategies and Performanceen_US
dc.subjectMicrofinance Banksen_US
dc.subjectKenya Women Microfinance Banken_US
dc.titleMarketing Strategies and Performance of Kenya’s Microfinance Banks: A Case of Kenya Women Microfinance Bank Plcen_US
dc.typeThesisen_US


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