Entrepreneurial Marketing Approach and Growth of Smallholder Dairy Enterprises in Kenya
Keywords:
Entrepreneurial Marketing, Enterprise Growth, Smallholder Dairy EnterprisesAbstract
This study sought to investigate the influence of entrepreneurial marketing approach in conduct of market research, use of marketing technologies and application of marketing mix on growth of smallholder dairy enterprises in Kenya. Founded on market orientation theory, the study used descriptive and causal research designs and the survey method to collected data from a sample of 392 smallholder dairy farmers. Data analysis involved counts, frequencies and inferential statistics, with regression analysis used to establish relationship and quantify effect. The data was presented in tables and results suggest that entrepreneurial marketing approach has significant and positive influence on the growth of smallholder dairy enterprises in Kenya. Smallholder dairy enterprises should therefore strive to leverage on market research, adopt to use of market technologies and application of appropriate marketing mix as a strategy for enhancing their growth. The smallholder dairy enterprises should also prioritize their marketing resource allocation to achieve optimal benefits by investing on entrepreneurial marketing dimensions with the highest return on investment.
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