Influence of Marketing Communication on Micro-Enterprise Performance in Kericho County, Kenya

Abstract

Past research has shown that marketing communication influences financial performance of firms never the less, scanty information is available on non-financial measures. This Study intends to empirically determine the relationship between marketing communication and performance of micro-enterprises; determine the marketing communication practices in Kericho County, Kenya. The study was grounded on integrated marketing communication theory. The study examined the postulated relationship using correlational design. The target population comprised of 5700 registered micro-enterprises in Kericho County, Kenya. Proportionate stratified random sampling method was applied to select 373 owner/managers. Data was collected using structured questionnaires. Pilot study of 20 randomly selected respondents was conducted in all the sub-counties. Cronbach…