EFFECTS OF FIRM LEVEL CHARACTERISTICS ON MARKETING EFFECTIVENESS AMONG MICRO AND SMALL ENTERPRISES IN KITUI COUNTY – KENYA

Abstract

Micro and Small Enterprises (Micro and Small Enterprises) play an important role in the Kenyan Economy. The study examined the effects of firm level characteristics on marketing effectiveness among Micro and Small Enterprises in Kitui County in Kenya. The study was guided by the following specific objectives; To determine the influence of financial resources on marketing effectiveness among Micro and Small Enterprises in Kitui County; To examine the influence of human resource on the marketing effectiveness among Micro and Small Enterprises; To determine how technology affects the marketing effectiveness among Micro and Small Enterprises; To establish the effects of firm size on the marketing effectiveness among small and micro enterprises and to determine how the managerial skills affect marketing effectiveness among small and micro enterprises in Kitui County. The study was based on Resource based view, Human capital theories, Dynamic capabilities view and Technology diffusion theory. The research used cross sectional survey. The target population was 3,200 Micro and Small Enterprises in Kitui County in the main sub-counties of the County such as Kitui, Mutomo and Mwingi towns where this research was undertaken. The sample size was 342 and a total of 241 respondents interviewed which represented 70% .Descriptive statistics was used and hypothesis testing done. Data was collected using both closed and open ended questionnaires. The study found that financial resources, human resources, firm size, managerial skills and technology positively influence marketing effectiveness among Micro and Small Enterprises in Kitui County.