EFFECT OF ENTREPRENEURIAL MARKETING ON PERFORMANCE OF REAL ESTATE ENTERPRISES: A CASE OF OPTIVEN LIMITED IN NAIROBI, KENYA
Emily Nkatha Mugambi - Master of Science in Entrepreneurship, Jomo Kenyatta University of Science and Technology, Kenya
Dr. Winifred N. Karugu - Lecturer, Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
Entrepreneurial marketing is a marketing approach that is more appropriate in terms of resource constraints and problems that exist in small and medium enterprises (SMEs). The study focused on analyzing the effects of entrepreneurial marketing on performance of real estate enterprises in Nairobi, Kenya, using the case of Optiven Limited. The objectives of the study were to unveil how strategic orientation, innovation orientation, market orientation and resources leveraging affect the performance of Optiven as a real estate enterprise in Nairobi, Kenya. The beneficiaries of the study are future researchers, owners and top management of Optiven Limited and other companies. The research adopted a descriptive research design, the researcher used a questionnaire as the primary data collection instrument. The questionnaire was designed to give a brief introduction. This included analysis of data to summarize the essential features and relationships of data in order to generalize from the analysis to determine patterns and behavior of particular outcomes. The instrument was pilot tested on 10 clients to ensure validity and reliability. Descriptive statistics was used to analyses qualitative data, qualitative data was coded and classified into themes and perceptions and reported in the findings and the target population was obtained from Optiven Limited clients who are 522 in number. Inferential statistics using correlation, multiple linear regression models and ANOVA analysis were undertaken using SPSS version 21.The data was presented in tables, graphs and pie charts. The findings of the study revealed a strong relationship between strategic orientation, market orientation, innovation orientation and resource leveraging on performance of real enterprise a case of Optiven Limited. However, preference and usage of the strategies was attributed to unique products and leveraging of resources. SMEs should therefore utilize innovation and resource leveraging as a strategy for performance. The SMEs should also carefully plan their marketing strategies and allocate marketing resources to the more effective tool.
