PENETRATION PRICING STRATEGY AND PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KENYA

Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 9

Abstract

This paper examines the relationship between penetration pricing strategy and the performance of the SMEs in Kenya. The population for this study consisted of members of staff of selected SMEs in Kenya. Stratified random sampling was used in the study where members of staff from various SMEs were selected and issued with questionnaires. Primary data collection instrument that was used was questionnaire. The data collected was then analyzed by both descriptive and inferential statistical tools and the information generated was presented in form of figures and tables. The researcher found out that there was strong positive correlation between penetration pricing strategy and performance. The researcher therefore concluded that the enterprises should focus more of its effort on penetration pricing strategy because there was a significant level of effect of penetration pricing strategy on the number of customers, customer loyalty and quality of food and service.

Authors and Affiliations

Antony Sije| Department of Commerce and Economic Studies Jomo Kenyatta University of Agriculture and Technology sijeantony@gmail.com, Margaret Oloko| Senior Lecturer Department of Commerce and Economic Studies Jomo Kenyatta University of Agriculture and Technology olokoma@jkuat.ac.ke

Keywords

Related Articles

IMPEDIMENTS TO E-BANKING SERVICES MARKETING IN DEVELOPING ECONOMIES – A CASE STUDY OF NIGERIAN BANKS

The extant body of literature are awash with various studies on e-banking services marketing both in the developed and developing economies. Within the developed economies, studies have been done in virtually all str...

ROLE THEORY AND ITS USEFULNESS IN PUBLIC RELATIONS

Covering a wide area of public relations may be defined as a set of activities aimed at creating an image based on sympathy in the eyes of the target groups. Public relations (PR) is according to some art and accordin...

CORPORATE ENTREPRENEURSHIP AND EMPLOYEE RETENTION STRATEGIES IN NIGERIAN TELECOMMUNICATION INDUSTRY

The study identified existing corporate entrepreneurship (CE) activities in the telecommunication industry in Nigeria, examined it influence on the growth of the industry and ascertained the effect of employee retenti...

EFFECT OF PUBLIC EXPENDITURE MANAGEMENT ON ACCOUNTABILITY AND DEVELOPMENT IN NIGERIA

Public spending on capital and recurrent spending has a significant implication on public revenue which makes effective management quite imperative in a bid to foster accountability that can create enabling environmen...

REVIEW OF RISK MANAGEMENT TECHNIQUES IN MERGERS & ACQUISITION

The aim of this paper is to identify, assess and prioritize the risks associated with mergers and acquisitions with the aim of deploying focused and coordinated strategies to mitigate these risks. These strategies sho...

Download PDF file
  • EP ID EP10329
  • DOI -
  • Views 338
  • Downloads 20

How To Cite

Antony Sije, Margaret Oloko (2013). PENETRATION PRICING STRATEGY AND PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KENYA. European Journal of Business and Social Sciences, 2(9), 114-123. https://europub.co.uk./articles/-A-10329