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EFFECTS OF GOVERNMENT POLICIES ON SOLID WASTE MANAGEMENT IN MICRO, SMALL AND MEDIUM ENTERPRISES IN KENYA: A CASE STUDY OF KAWANGWARE WARD IN NAIROBI
(Management University of Africa, 2021-10) Lorraine Cele Karuku; Dr. Domeniter Naomi Kathula
The study aimed to establish the effect of government policies on solid waste management in MSMEs in Kawangware ward, Nairobi. This research was anchored on Waste Management
Theory and employed descriptive research design. Stratified random sampling technique was used to pinpoint the target population of 370 MSMEs business owners in Kawangware Ward,
out of which 302 respondents participated. Based on the research objectives, the study provided a comprehensive literature review and analysis and formed a conceptual framework. Questionnaires were used to collect data and were researcher administered to comply with WHO and MOH guidelines of Covid-19. Research ethics were observed throughout the study.
Statistical Package for Social Science (SPSS) version 26 software was used to analyze data, and the summarized data was presented using percentages, figures, graphs, charts, and
frequency tables. To determine the effect of government policies on solid waste management, multiple logistic regression analysis was used. Government policies were positively and
significantly related to solid waste management (β=0.352, p=0.000, α =0.05). The null hypothesis that government policies have no significant influence on solid waste management
was thus rejected. Therefore, a unitary increase of government policies leads to an increase of 0.352 in the effectiveness of solid waste management. This suggests that the more government
policies are improved, the better the solid waste management. The study recommends the government to draft environmentally friendly policies in support of solid waste management.
More priority to be placed on waste management in Kenya and the laws therefore enacted, implemented, and enforced.
IMPACT OF LEADERSHIP PRACTICES ON THE PERFORMANCE OF PHARMACEUTICAL DISTRIBUTORS IN KENYA: A CROSS SECTIONAL SURVEY
(Management University of Africa, 2021-10) Samuel Kenneth Ong’ale; Dr. Paul Machoka; Dr. Shadrack Jirma
Performance of a typical organization is dependent on a variety of factors, among them, leadership practices. Competition is an inevitable occurrence in any industry; therefore firms must conform to the dynamics in the business landscapes so as to remain competitive and relevant. This research, a cross-sectional survey, sought to establish the impact of leadership practices and service innovation on the performance of organizations. The target population for the study was pharmaceutical distributors in Kenya that are registered by the Pharmacy and Poisons Board (PPB), a government body that regulates the practice of pharmacy in Kenya. The sample size for the study was 190 pharmaceutical distributors. This research categorized the distributors according to the number of products they distribute as small (19 or less products), medium (between 20 and 49 products and large (50 or more products). The respondents in the study were two strategic individuals that included, either a chief executive officer, a general manager, a managing director or head of department. The method of sampling was stratified random sampling. Data was collected using a closed-ended questionnaire. All COVID – 19 containment protocols as stipulated by the Ministry of Health (MOH) -Kenya and WHO (World Health Organization) were strictly observed during piloting and actual data collection. The data was analyzed using SPSS version 24 software and inferential statistics were computed. The outcomes of data analysis were presented in a manner that depicted the direction and magnitude of associations between variables in the study. The study established a positive and a significant relationship between leadership practices and performance of pharmaceutical distributors in Kenya. The recommendations from the research findings will be used to inform pharmacy distributorship management, policy in Key Words: Leadership Practices, Performance, Pharmaceutical Distributors.
STRATEGIC LEADERSHIP PRACTICES AND ORGANIZATIONAL PERFORMANCE: A CASE OF HEALTH FACILITY-BASED YOUTH CENTRES IN THE CITY COUNTIES OF KENYA
(Management University of Africa, 2021-10) Collins James Owek; Paul Machoka; Eric Masinde Aseka; Carolyne K. Gichana; Michael O. Ngala
This study sought to determine the effect of strategic leadership practices on performance of health facility-based youth centers (HFYCs) in the Kenyan city counties of Nairobi, Mombasa
and Kisumu. The study was postulated on a combination of general systems and upper echelon’s theories and grounded on a paradigm of both positivism and phenomenology philosophies. The study adopted cross-sectional study design using mixed methods where the results were subsequently triangulated. All the 37 accessible HFYCs in the three counties were selected and responses received from the 29 HFYCs. The respondents were 29 health facility in-charges and 26 in-charges of HFYCs who responded to online questionnaires while 16 leaders of youth peers were interviewed using question guides through zoom platform. The questionnaires were piloted to determine their reliability and validity before actual data collection. The quantitative data was analyzed using descriptive and inferential statistics, while qualitative data was thematically analyzed and reported in verbatim form. The findings showed that there was a positive and significant relationship between strategic leadership practices and performance of HFYCs in Kenya (r=0.701, p<0.05) and the relationship was moderate. Hence it was concluded that there is a direct proportional effect of strategic leadership International Journal of Management and Leadership Studies Owek, Machoka, Asaka, Gichana, Ngala: Strategic Leadership Practices and Organizational Performance: A Case of Health Facility-Based Youth Centers in the City Counties of Kenya practices (strategic direction, ethical practices, core competences, human capital, corporate culture and strategic control) on the performance of HFYCs. The study recommended that the in-charges of health facility-based youth centres should reward good performance of
employees from time to time as well as reviewing the impact of the rewards on performance of the employees. Keywords: strategic leadership practices, performance, health facility-based youth centres, counties & Kenya.
INTELLECTUAL CAPITAL AND SUSTAINED COMPETITIVE ADVANTAGE IN THE TELECOMMUNICATIONS SECTOR IN KENYA: A CASE OF SAFARICOM PLC-NAIROBI
(Management University of Africa, 2021-10) TheresePaul Odundo; David Kanyanjua
The rising interest in intellectual capital which was attributed to the rise of a new economy that is heavily dependent on technology and information. However, in as much as intellectual
capital was noted to influence financial performance as well as forge a competitive advantage for firms, there is little literature available on the relationship between intellectual capital and
sustainable competitive advantage in Kenya, and especially in the telecommunications sector, a gap which the research aimed at filling. This study aimed at evaluating the influence of
intellectual capital on sustainable competitive advantage in the telecommunications industry with Safaricom PLC as the case study. The study embraced a descriptive research design which
targeted Safaricom PLC Headquarters employees in Westland's, Nairobi. The research adopted a stratified random sampling method that included top management and employees of the 9
different departments within Safaricom PLC. The total sample of the project was 363 respondents comprising of employees from the 9 departments. The study used semi-structured
questionnaires to collect the primary data from the respondents. Statistical package for social sciences (SPSS) was used to process and analyze raw data from respondents. MS excel spread
sheet tools were utilized in presenting the quantitative data in figures and tables. Quantitative and qualitative approaches were used to analyze data. The data was analyzed using both
descriptive and inferential statistical tools. Further, inferential statistics were carried out to examine degree and extent of relationship between human capital, structural capital, relational capital and technological capital on sustained competitive advantage in the telecommunications sector. In conclusion, there was a positive correlation between intellectual
capital on sustained competitive advantage in the telecommunications sector. The study International Journal of Management and Leadership Studies Matsuo: Macro and Micro-Investigation of the Relationships Among Three Aspects of Lexical Knowledge recommended that telecommunications sector Company employees like Safaricom PLC to be provided with training to improve their communication strategies.
STRATEGIC LEADERSHIP STYLE, STRATEGY IMPLEMENTATION AND ORGANIZATIONAL PERFORMANCE OF AGRICULTURAL, LIVESTOCK AND FISHERIES PARASTATALS IN KENYA
(Management University of Africa, 2021-10) Joseph Omondi Okech; Prof. Washington Okeyo; Prof. Timothy Kiruhi
Whereas parastatals rely on government funding and donor support for sustainability, they often perform dismally. This study sought to establish the role of strategy implementation in
the relationship between strategic leadership style and organizational performance of Agricultural, Livestock and Fisheries (ALF) parastatals in Kenya. Taking positivist approach, the study was anchored on Full Range Leadership Theory supported by Cultural Dimension, Open System Theory and Resource-Based View theory. Cross sectional survey design using a census was adopted with a target population consisting of 45 Chief executive officers and 135 senior managers from 45 ALF parastatals in Kenya. Primary data was collected using structured questionnaire and analysis done descriptively and inferentially using correlation, multiple regressions and bootstrapping. The results revealed: strong positive correlation (R=0.69) between strategic leadership style and performance; strong positive and statistically significant correlation (R=0.77) between strategic leadership style, strategy implementation and performance; and that 58.97% (R2=0.5897) of variation in performance is explained by the strategic leadership style and strategy implementation. Further, strategy implementation partially mediates the relationship between strategic leadership style and performance. Further, there is a significant strong positive correlation (R=0.773) between strategic leadership style, strategy implementation, and performance and that 59.8% of variance in performance was explained by strategic leadership style, and strategy implementation. The study recommends re-evaluation of leadership and strategy implementation policies at the International Journal of Management and Leadership Studies Okech, Okeyo, & Kirui: Strategic Leadership Style, Strategy Implementation and organizational Performance of Agricultural, Livestock and Fisheries Parastatals in Kenya inspectorate of state corporations in Kenya to enhance performance of the institutions and align them with stakeholder’s demands and the global emerging trends in strategy implementation. The ALF leaders should allow departments to device viable ways of achieving strategic objectives and make sure that strategic plan is developed and implemented using a participatory approach.
EFFECT OF ISO 9001 QUALITY MANAGEMENT SYSTEM ON FINANCIAL PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KENYA: A SURVEY OF TOP 100 SMES IN KENYA
(Management University of Africa, 2021-10) Otieno, Walter Ochieng; Prof. Peter Kithae
Small and Medium Enterprises are increasingly under pressure to implement quality improvement initiatives to improve their competitiveness and financial performance as a result of globalization of markets. Studies that have been conducted to determine the effect of quality improvement initiatives on financial performance of organizations in different sectors of
Kenyan economies are limited and their outcomes are inconclusive. This study investigated the effect of implementation of ISO 9001 quality management system on the financial performance
of SMEs in Kenya. Financial performance was measured by growth in revenue, Return on Assets, Return on Investment, Profit and reduction in unit cost of production. The sample for
the study were the Top 100 SMEs in Kenya in 2019 according to the survey carried out by the consulting group KPMG and Nation Media Group. Descriptive research survey was applied
in this study. A census approach was adopted for data collection. The primary data was collected from each enterprise using a questionnaire which was administered online. The descriptive statistics were analyzed using Statistical Package for Social Scientist (SPSS). The study found that 30% of SMEs in Kenya have adopted ISO 9001 quality management system to improve quality of their products and services. The study also established that implementation of ISO 9001 QMS has statistically no significant effect on financial performance of SMEs in Kenya. However, implementation of ISO 9001 QMS has a potential to explain 2% of financial performance of SMEs in Kenya. From the findings of the study, it can be concluded that the financial performance of SMEs in Kenya is explained by other factors other than implementation of ISO 9001 QMS. Due to its potential to contribute to the financial performance of SMEs, the study recommends that SMEs in Kenya should implement ISO 9001 QMS in conjunction with other initiatives to improve their financial performance in the long term. Keywords: ISO 9001 quality management system, financial performance, SMEs, Quality improvement initiatives,
OPPORTUNITIES FOR PROFESSIONAL DEVELOPMENT AND JOB SATISFACTION OF INTERNATIONAL ENGLISH INSTRUCTORS AT JAPANESE UNIVERSITIES
(Management University of Africa, 2021-10) Michael Parrish; Prof. Peter P. Kithae
Instructors comprise the most important resource in an academic enterprise. In recent years, the number of international instructors at Japanese universities has increased significantly,
main engaged in foreign language instruction, but increasingly also in other academic disciplines such as science and technology. The acculturation of international faculty into the
organizational ethos of Japanese universities can result in workplace issues arising from structural and intercultural issues which can impact job satisfaction and performance. This study uses nationwide survey data to examine the effect of professional development opportunities on the job satisfaction international faculty in Japanese universities. It finds that there is a significant relationship between professional development opportunities and job satisfaction. However, the availability of research funds and job satisfaction did not have a significant correlation. The results of this study will allow university administrators to better manage their faculty and recommends that they continue to promote mentorship and research support, particularly for new faculty, and contingent or part-time faculty. Such support will build community and foster self-actualization.
THE EFFECT OF USE OF STANDARDS ON FINANCIAL PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN KENYA: A SURVEY OF TOP 100 SMES IN KENYA
(Management University of Africa, 2021-10) Otieno, Walter Ochieng; Prof. Peter Kithae
In the current globalized economy, quality of products and services offered by an enterprise is a critical factor for gaining competitive advantage in the market. Recent trends indicate increased adoption of different quality improvement initiatives by organizations as they focus on quality to improve their business performance. Studies that have been conducted on adoption of quality improvement initiatives and their effects on financial performance of organizations in different sectors of Kenyan economy are limited and their outcomes are inconclusive. The purpose of this study was to determine the effect of use of standards as a quality improvement initiative on the financial performance of SMEs in Kenya. Financial performance was measured by growth in revenue, Return on Assets, Return on Investment, Profit and reduction in unit cost of production. The sample for the study were the Top 100 SMEs in Kenya in 2019 according to the survey carried out by the consulting group KPMG and Nation Media Group. Descriptive research survey was applied in this study. A census approach was adopted for data collection. The primary data was collected from each enterprise using a questionnaire which was administered online. The descriptive statistics were analyzed using Statistical Package for Social Scientist (SPSS). The results showed that the use of standards has statistically no significant effect on financial performance of SMEs in Kenya. However, awareness on relevant standards is high (81.8%) and the use of standards has a potential to explain 0.8% of financial performance of SMEs in Kenya. According to this study, financial performance of SMEs in Kenya is explained by other factors other than the use of standards. Considering the potential of Standards to contribute to financial performance of SMEs and being the foundation for meeting minimum quality requirements, it is recommended that the relevant stakeholders should actively engage SMEs to develop relevant standards that apply to their products and services and support them to use standards in conjunction with other quality improvement strategies to improve their financial performance in the long term.
STRATEGIC LEADERSHIP STYLE AND ORGANIZATIONAL PERFORMANCE OF AGRICULTURAL, LIVESTOCK AND FISHERIES PARASTATALS IN KENYA
(Management University of Africa, 2021-10) Joseph Omondi Okech; Washington Okeyo; Timothy Kiruhi
Parastatals are formed to complement the government’s effort in providing efficient services and goods to its citizens. However, despite over-relying on government and donor support for
sustainability, many parastatals perform dismally. This study sought to establish the relationship between strategic leadership style and organizational performance of Agricultural, Livestock and Fisheries (ALF) parastatals in Kenya. Taking positivist approach, the study was anchored on Full Range Leadership Theory. Cross sectional survey design using a census was adopted with a target population consisting of 45 Chief executive officers and 135 senior managers from 45 ALF parastatals in Kenya. Primary data was collected using structured questionnaire and analysis done descriptively and inferentially using correlation, multiple regressions and bootstrapping. The results revealed: strong positive correlation (R=0.69) between strategic leadership style and performance. The study recommends re-evaluation of leadership policies at the inspectorate of state corporations in Kenya to enhance performance of the institutions and align them with stakeholder’s demands and the global emerging trends in strategy implementation. The ALF leaders should allow departments to device viable ways of achieving strategic objectives and make sure that strategic plan is developed and implemented using a participatory approach. Finally, ALF parastatals leadership must adjust their operations and leadership in tandem with performance better.
MACRO AND MICRO-INVESTIGATION OF THE RELATIONSHIPS AMONG THREE ASPECTS OF LEXICAL KNOWLEDGE
(Management University of Africa, 2021-10) Tohru Matsuo
The purpose of this study is to explore two levels of relationship among three aspects of lexical knowledge: vocabulary size, polysemy and collocational knowledge. The first level is macro
relationship, which is general relationship among these aspects of lexical knowledge. The second is micro relationship which is a relationship among the three aspects of vocabulary
knowledge of 12 anchored words. The participants were a total of 167 Japanese EFL university students whose English proficiency was relatively low. The results of macro analysis indicated
that strong correlations among the Vocabulary Size Measure, the Revised Word Associates Polysemy Test, and the Revised Word Associates Collocation Test, which suggested that vocabulary size and two aspects of depth of vocabulary knowledge are closely related. On the other hand, the results of micro analysis implied that strong item dependency and wide individual variation; thus, no clear hierarchical acquisition pattern was identified for these aspects of lexical knowledge for the EFL learners in this study.
INFLUENCE OF EMPLOYEE INVOLVEMENT ON EMPLOYEE PERFORMANCE IN THE AVIATION INDUSTRY. A CASE STUDY OF KENYA AIRPORTS AUTHORITY
(Management University of Africa, 2025-04) EDITH AKENGA
Employee involvement increases workplace engagement, which in turn leads to improvements in performance. Participation from workers makes it easier for them to share knowledge with one another, which in turn increases the notion that management has faith in each of them. Additionally, employees have the ability to perceive and explain their viewpoints regarding the
dynamics of the workplace, thereby being able to leverage this information for the advantage of the organization. The general objective of the study sought to determine the influence of employee involvement on employee performance in the Aviation Industry. The study had an in-depth descriptive and comprehensive investigation of Kenya Airports Authority. Thirty-nine employees of the Kenya Airports Authority are the subjects of this study. The research made use of a census sample approach in order to collect the responses of 39 individuals. questionnaires were used to collect the necessary information. The study findings established that the respondents agreed that effective communication enhances participative decision making. The study results revealed that the respondents agreed that active participation results to participative decision making. The study results showed that majority of the respondents agreed that employee health and safety enhance employee performance. The study established that some of the respondents agreed that there is clear training on participation in decision making. The study findings indicated that majority of the respondents agreed that bargaining structure enhances employee performance. The study established that the respondents strongly agreed that employee’s strikes affect employee performance. Majority of the respondents were found to highly agree that Clear expectations enhance employee performance. The study recommended for management to put more efforts in encouraging their employees to contribute to decision making and incorporate their views in the organizational policy, managers to allow increased level of workers participation in decision making sense they are the center of operations and can contribute to work related issues, participative management to be redefined and properly applied so that people’s understanding and perception of what it is all about will be improved. The study recommended that collective bargaining should be used as a tool in establishing working conditions, pursuing strategic and commercial goals, and implementing strategic plans such as the Labor Management Plan. Collective bargaining and collective agreements should also be used to standardize employment administration and simplify how the hospital manages and employs its employees.
EFFECT OF IMPEDIMENTS IN SUPPLY CHAIN LINKAGES IN LOGISTICS COMPANIES IN KENYA: A CASE STUDY OF DALSEY, HILLBLOM AND LYNN (DHL) KENYA
(Management University of Africa, 2025-06) KISARA NICHOLAS ODIWUOR
The efficiency of logistics companies in Kenya is heavily dependent on the strength and reliability of supply chain linkages. However, impediments such as poor infrastructure, customs
delays, regulatory bottlenecks, and limited technological integration continue to disrupt the iv seamless flow of goods and services. These challenges not only increase operational costs but
also undermine service delivery, competitiveness, and customer satisfaction. Understanding the effects of these impediments is crucial for developing strategies that enhance supply chain
resilience and improve overall logistics performance in the country. The purpose of this study was to assess the effect of impediments in supply chain linkages in logistics companies in
Kenya, with reference to Dalsey, Hillblom and Lynn (DHL) Kenya. The study assessed the effect of political instability, global market dynamics, government policies and infrastructure
quality on supply chain linkages at DHL Kenya. The Transaction Cost Theory, the Resource Based View Theory and Supply Chain Management Theory will be applied in this study. The study target population was 74 employees within the supply chain department. Descriptive research design was adopted. The use of census as a study sampling method was adopted to
include the entire target population in the study data collection process. The use of questionnaires was used to collect data. The data was analyzed through quantitative method and presented through tables. The finding of this study established a connection between political instability, global market dynamics, government policies and infrastructure quality on supply chain linkages. The study concludes that, customs authorities in politically unstable countries often operate inefficiently due to corruption, lack of resources, or frequent policy changes. This results in prolonged clearance times, lost or damaged shipments, and additional fees, all of which negatively impact the reliability of cross-border supply chain linkages. Trade agreements influence logistics operations in that, when these agreements are altered or terminated, logistics firms must adjust to new tariffs, documentation requirements, and route restrictions. These abrupt shifts can disrupt partnerships with suppliers and clients, leading to uncertainty and reconfiguration of existing supply chain linkages. Proactive government policies reduce transit delays, increase transparency, and build trust among supply chain partners. Logistics companies operating under such conditions are better positioned to forge strong, long-term linkages with suppliers, customers, and international logistics networks. Well-paved roads, clear signage, and optimized routing technologies ensure timely delivery to end customers. In contrast, congested or poorly planned city layouts reduce delivery efficiency, increase costs, and lead to customer dissatisfaction, thereby weakening downstream supply chain effectiveness. It is recommended that, logistics companies should develop alternative supply chain routes and modes of transportation to ensure continuity during political unrest. By using a mix of road, rail, air, and sea transport, firms can maintain operations even if one channel is disrupted. Logistics firms should adopt trade analytics platforms to monitor international market trends, trade flows, and customer preferences. These insights help anticipate changes in global demand, supply chain bottlenecks, and emerging risks or opportunities. Embracing digital platforms for customs declarations, licensing, and cargo
tracking can reduce bureaucratic inefficiencies. This will help these companies to minimize human error, speed up clearance times, and improve transparency in the supply chain. The use
of innovative solutions like electric bikes, drones, and route optimization software, particularly in congested or underdeveloped urban areas should be adopted to help these companies bypass
infrastructure gaps to reduce delivery time.
IMPACT OF NON-INCENTIVES ON EMPLOYEE MORALE WITHIN AUTOMOTIVE INDUSTRY: A CASE STUDY OF CMC MOTORS GROUP LIMITED
(Management University of Africa, 2024-11) JOSHUA MAINA MWATI
This study delves deeper into investigating the influence of non-incentive factors on employee morale within the automotive industry, specifically examining the case of CMC Motors Group
Limited. The research paper aims to identify and analyze the key non-incentive factors that impact employee morale, including work environment, leadership, job satisfaction, and organizational
culture. By examining and understanding these factors, the study proposal seeks to provide valuable insights for key players in the automotive industry to improve employee morale and
enhance organizational performance. The research makes use of a qualitative case study approach, involving in-depth interviews with employees at various levels within CMC Motors Group
Limited. Data analysis would be conducted using thematic analysis tools to identify common subject matter and patterns that relate to non-incentive factors and their effect on the employee’s
morale. The study findings are expected to contribute to a clearer understanding of how the various factors influence employee morale in the automotive industry. These insights can be used by
organizations to develop targeted strategies to enhance employee satisfaction, improve retention rates, and ultimately achieve greater organizational success.
FACTORS CONTRIBUTING TO YOUTH ALCOHOLISM AMONG RESIDENTS AGED BETWEEN 18 TO 35 IN MWEA CONSTITUENCY KIRINYAGA COUNTY. CASE STUDY KIRWARA VILLAGE IN MUTITHI WARD, MWEA CONSTITUENCY
(Management University of Africa, 2024-08) SARAH NYAWIRA KARIUKI
The research aimed to identify the causes of underage drinking in Kirwara, a settlement in Mwea Constituency’s Mutithi Ward, Kirinyaga County. It focused on understanding young people's awareness of alcohol dangers, their social and environmental contexts, mental health, family dynamics respondents from the 3,000 residents of Kirwara. Data collection involved administering a structured questionnaire with closed-ended questions and a 5-point Likert scale to gather information on demographic details, social influences, psychological characteristics, family dynamics, and awareness of alcohol-related risks. In-depth interviews and focus groups were also conducted to gain deeper insights. A pilot test with 10% of the population ensured the validity and reliability of the questionnaire. Data processing included verifying completeness, entering data into Microsoft Excel, and analyzing it using descriptive statistics such as percentages and frequencies. Results were presented with tables, bar graphs, and pie charts. Ethical considerations included obtaining informed consent, ensuring confidentiality, and protecting participants’ privacy and anonymity. The study adhered to these standards to maintain trust and credibility. Key findings revealed that social and environmental factors, such as peer influence, easy access to alcohol, and community norms, significantly contributed to underage drinking. Psychological factors like using alcohol to cope with depression, anxiety, and stress were also prevalent. Family
dynamics, including parental alcohol use and parenting styles, impacted youth drinking behaviors. Although many youths were aware of the risks of alcohol consumption, harmful drinking practices persisted. The study concluded that multifaceted interventions were necessary to address the various factors contributing to youth alcoholism. Recommendations included enhancing community-based alcohol prevention programs, increasing family counseling, improving school and community education on alcohol risks, and strengthening enforcement of alcohol access regulations. Further research was recommended to explore the long-term impacts of underage drinking.
FACTORS AFFECTING DIGITAL CONTENT MARKETING AMONG FISH TRADERS IN KENYA. A CASE OF SINDO FISH TRADERS IN HOMA BAY COUNTY
(Management University of Africa, 2024-07) CAREN JUMA AYANGA
The primary goal of this research was to identify the elements that influence digital content marketing among Kenyan fish vendors. The Homa Bay County lawsuit involving Sindo Fish Traders. The objectives of this study were to ascertain the impact of digital literacy on digital content marketing among Sindo Fish Traders in Homa Bay County, to examine the impact of consumer behavior on digital content marketing in this same sector, to assess the impact of market competition on digital content marketing in this same sector, and to ascertain the impact of financial resources on digital content marketing in this same sector. The research team at Sindo Fish Traders aimed to collect data from 280 employees as part of their descriptive study. The study's principal data gathering tool was a questionnaire, and it used a census sample technique to pick 280 Sindo Fish Traders. Ethical principles such as informed permission, anonymity, privacy, and confidentiality were maintained throughout the investigation. The data was organized and sorted using SPS Version 26, descriptive statistics were used to examine the findings, and the results were presented in tables and figures. The results showed that even while a lot of traders know digital marketing is important, they don't really know how to use it. This is especially true when
it comes to social media and analyzing the competition. Therefore, in order to increase traders' digital marketing abilities, the study suggests implementing focused training and support programs, better financial systems, and collaborative networks. In order to promote corporate growth and customer engagement in an increasingly digital environment, the study suggests that it is vital to foster digital literacy and allocate resources effectively for digital marketing in the fish trading industry.