Abstract: The purpose of this study was to explore the influence of guerrilla marketing strategy on performance of small and medium retail enterprises in Kenya. The study was conducted in Thika Sub- County. The study adopted descriptive and correlation research design. The targeted population of the study was 2,924 registered small and medium retail enterprises in Thika Sub-County. Stratified Sampling Technique was used to draw the right sample size from the targeted population which was used during the study. The primary data were collected through questionnaires which were supplied through drop and pick later method and secondary data was collected by reviewing of relevant passed literature like books, articles and journals. A sample size of 292 which is a ten percent (10%) of the total population was used during the study and were supplied with questionnaire through the mentioned above method. Descriptive statistical and regression analysis was used to analyze data for the study. The results indicated that guerrilla marketing strategy had positive influence on performance of small and medium retail enterprises in Kenya.
Keywords: Marketing, Strategy, Performance, Guerrilla, Entrepreneurship.
Title: INFLUENCE OF GUERRILLA MARKETING STRATEGY ON PERFORMANCE OF SMALL AND MEDIUM RETAIL ENTERPRISES IN KENYA
Author: Harrun Ochieng Onyango, Agnes Njeru
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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