HOW PRODUCT STRATEGY IN THE MARKETING MIX IS AFFECTING THE GROWTH OF JUA KALI ENTERPRISES IN NORTH IMENTI SUB-COUNTY
DOI:
https://doi.org/10.47941/jepm.322Keywords:
Jua kali, product strategy, SMEs, growth, enterprisesAbstract
Purpose: This study aim was to investigate the effect product strategy on the growth of jua kali Enterprise in North Imenti Sub County, Meru County. The study hypothesized that there is no significant relationship between product and growth of jua kali enterprises.
Methodology: The study adopted a descriptive research design. The population comprised of one hundred and twenty eight (128) owner of jua kali enterprises operating within North Imenti Sub County, Meru County and registered by Micro and Small Enterprises Authority Kenya (MSEA-K). A stratified random sampling technique was used to select a sample of ninety seven (97) jua kali enterprises from the total population. Data was collected using a structured questionnaire after which mean and standard deviation were computed while Pearson Correlation, and linear regression done accordingly. Statistical Package for Social Sciences (SPSS) version 22 was used as a statistical tool.
Results: The results indicated that there is growth in jua kali sector which is contributed by product strategy. The study established that product strategy affects growth of jua kali enterprises hence rejecting the hypothesis. It was therefore concluded that product strategy significantly affects SME’s growth.
Contributions to policy, practice and theory: The study recommends that; SMEs should invest in their products to ensure they are of desirable quality in order to satisfy their customers and maintain a competitive edge. The study is valuable to entrepreneurs as they seek for better product strategies to grow their enterprises.
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