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A SURVEY OF MARKETING PRACTICES ADOPTED BY SMEs DEALING WITH CLOTHING AND FOOTWEAR; A CASE OF MAKUENI DISTRICT

The major motivation behind this study is the fact that in the face of the current high
unemployment and economic hardships small businesses have remained a source of livelihood to
many citizens in Kenya. Indeed, it is the small business experience that has enabled many big
companies to flourish. Studies have established that currently many school leavers have found
these businesses a major stepping stone to counter long periods wasted before job acquisition or
before any further training.
This study aimed at investigating the marketing practices adopted by small and medium
Enterprises (SMEs) in Makueni district the case of clothing and footwear.
It is noted that small districts have been shoved off from the larger Makueni district and are not
fully operational which include Kimbwezi and Mbooni districts.
For the purposes of this study the former larger Makueni district has been considered.
This study was a survey of marketing practices adopted by small and medium enterprises in
Makueni district. The data for this study was collected using a structured questionnaire
comprising of both open ended and close ended questions. The questionnaire was administered
through personal interviews with respondents who were owners of clothing and footwear stalls
or shops in Makueni district.
The data collected was analyzed using descriptive statistics facilitated by use of tables,
percentages, graphs, and pie charts to summarize the data and reflect the relative percentage and
proportion of a specific factor in comparison with the total number of the responses. From this
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study, it was found that major marketing practices are adopted by these marketers in respect to
their products although without any professional consideration but only through marketing
experience. This may have been due to lack of professional training and the small nature of these
businesses.
The study recommended that the government should put in place legislation aimed at training
small business entrepreneurs to gain some knowledge in major marketing practices in order to
improve these SMEs. The research therefore suggests that future research should be done for the
small and medium enterprises to establish the reasons why the marketing practices are not
pronounced amongst the SMEs in Makueni district despite its support by the stakeholders who
assist them in provision of finances and expertise especially the government and the financial
institutions.

Assistant Coordinator

Dr. Mose Aranga

Assistant Coordinator

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