EFFECTS OF HUMAN RESOURCES ON MARKETING EFFECTIVENESS AMONG SMALL AND MICRO ENTERPRISES IN KITUI COUNTY – KENYA

Abstract

The Micro and Small Enterprises play an important role in the Kenyan Economy, the role and importance of Micro and Small Enterprises in a knowledge-based economy has been highly appreciated and acknowledged. Moreover, in the present economy, Micro and Small Enterprises are facing tremendous challenges and threats to survive in a competitive environment. The study examined the effects of human resources on marketing effectiveness among small and micro enterprises in Kitui County. The study was based on Resource based view and Human capital theories. The research used cross sectional survey. The target population was 3,200 registered 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 questionnaires were filled and returned. Descriptive statistics was used and hypothesis testing done. Data was collected using both closed and open ended questionnaires. The study found that human resources positively influence marketing effectiveness among Micro and Small Enterprises in Kitui County. The study concluded that human resources is a significant determinant of marketing effectiveness among small and medium enterprises in Kitui County. The study further concluded that through the recruitment practices adopted, training that the marketing team undergoes and strategies adopted in retaining a competitive marketing team positively influence marketing effectiveness among Micro and Small Enterprises in Kitui County.