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Purpose: To explore the effect of market penetration strategies on the market
performance of small and medium-tiered deposit-taking SACCOs in Kenya
Methodology: This proposed study utilized the positivist research philosophy
and adopted a descriptive research design. A census of all 141 small and medium
deposit-taking-SACCOS was conducted. Data was collected using
questionnaires which were physically or electronically administered to the CEOs
or their assistants who were the respondents in this study. Data analysis utilized
descriptive and inferential statistics which were used to deduce the nature and
strength of the relationship between variables. The inferential analysis yielded
correlation and regression outputs which are best for determining relationships
and prediction among variables. Key correlation and regression analysis
techniques such as the coefficient of determination (r2
) were utilized. The
analysed data was presented using tables, charts and graphs.
Findings: The findings confirmed that market penetration strategies have a
positive and significant effect on the market performance of small and medium-
tiered deposit-taking SACCOs in Kenya (β=0.490, p=0.000). This implies that
changes in 1 unit of the aspects related to market penetration strategies lead to a
change in the market performance of small and medium-tiered deposit-taking
SACCOs in Kenya by 0.490 units. Hence the rejection of the null hypothesis that
market penetration strategies are not statistically significant to the market
performance of small and medium-tiered deposit-taking SACCOs in Kenya.
Unique contribution to theory, policy and practice: From study results when
market penetration strategies such as service, brand, pricing and promotion
differentiation are effectively induced by small and medium-tiered DT-SACCOs,
the resultant effect is growth in sales revenue and market share, an increase in
the number of new customers growth, service delivery excellence as well as
growth in the number of innovations. Furthermore, small and medium DT-
SACCOs are better engrained in the market, making them suitable to serve
customers’ needs and attain a better position in the market when compared to
other competitors. The study thus concluded that relationship between market
penetration strategies and market performance is statistically significant,
however in spite of the effect being statistically significant, study also found out
that given a mean score of 3.59 and 3.62 respectively, brand differentiation and
service differentiation strategies did not effectively boost market performance.
The study thus recommends that small and medium Deposit taking SACCOs |
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