INFLUENCE OF PROMOTION STRATEGIES ON GROWTH OF SMALL AND MEDIUM WATER BOTTLING ENTERPRISES IN KENYA

  • Kimani Ndegwa University of Agriculture and Technology
  • Dr. Patrick Karanja Ngugi Jomo Kenyatta University of Agriculture and Technology
  • Dr. Willy Mwangi Muturi Jomo Kenyatta University of Agriculture and Technology
DOI: https://doi.org/10.53555/ar.v2i1.7
Keywords: Promotion, Development, Innovation, Entrepreneurship, Strategy

Abstract

The water sector has the potential to substantially improve the lives of Kenyans by ensuring access to clean water and acceptable sanitation services. Kenya’s bottled water market has 720 registered players of which 59 percent are based in Nairobi Region. The market though is dominated by half a dozen large firms who account for 60 percent of the total sales compared to 40 percent for small and medium enterprises (SMEs). The study found strong relationship
between promotion strategies and growth of SME water bottling firms in Kenya. However preference and usage for any of the strategies was strongly attributed to the cost, convenienceand to a lesser extent technology. SMES should thus leverage on low cost but effective marketing strategies to allow them to compete with large firms. This could be discerned from the bold

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Author Biographies

Kimani Ndegwa, University of Agriculture and Technology

Phd student

Jomo Kenyatta University

Dr. Patrick Karanja Ngugi, Jomo Kenyatta University of Agriculture and Technology

Lecturer

Jomo Kenyatta University

Dr. Willy Mwangi Muturi, Jomo Kenyatta University of Agriculture and Technology

Lecturer

Jomo Kenyatta University

Published
2016-01-31
How to Cite
Ndegwa, K., Ngugi, D. P. K., & Muturi, D. W. M. (2016). INFLUENCE OF PROMOTION STRATEGIES ON GROWTH OF SMALL AND MEDIUM WATER BOTTLING ENTERPRISES IN KENYA. IJRDO-Journal of Agriculture and Research (ISSN: 2455-7668), 2(1), 41-66. https://doi.org/10.53555/ar.v2i1.7
Issue
Vol. 2 No. 1 (2016): IJRDO-Journal of Agriculture And Research
Section
Articles

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