Influence of market share determinants on the non-financial performance of insurance firms in Kenya

Simple item page
dc.contributor.authorMweu, Frank Mumo
dc.date.accessioned2022-01-31T10:07:16Z
dc.date.available2022-01-31T10:07:16Z
dc.date.issued2021
dc.descriptionA Thesis submitted in partial fulfillment of the requirements for the award of the Degree of Masters of Business Administration at Strathmore University Business Schoolen_US
dc.description.abstractThe local insurance industry has been facing intense competition from foreign-firms entering the domestic market, banking institutions, and telecommunication firms in their service offering. This has resulted in some of the largest insurance firms facing financial challenges that have limited their overall non-financial performance. This study sought to find the influence of market share factors on the non-financial performance of the insurance firms. The study examined the effect of market segmentation, niche marketing, and market development on the Non-Financial Performance of insurance firms. The study was anchored on the dynamic capabilities and social penetration theory. The study adopted explanatory research, with the unit of analysis being the fifty-five registered insurance firms in Kenya and the unit of observation being three senior staff members in each of the fifty-five-insurance firms. The sample size for this study was one hundred and sixteen staff members drawn from the insurance firms. The study utilized a structured research questionnaire in the data collection. The research instrument was pretested, with twelve of the sample respondents. The collected research data were analyzed using quantitative techniques. The study presented the findings using means, standard deviation, correlation results, and regression summary to determine the strength of the relationship between the variables. The study relied on charts, bar graphs, and tables in the graphical presentation of the results. The study obtained a response rate of 82%. The study concluded that market segmentation, niche marketing, and marketing development positively influenced the non-financial performance of insurance firms. The study recommended that insurance firms should foster their product and service offering through aligning their practices to market demands to improve loyalty and brand image. Further, insurance firms should review their specialized market segmentation and niche practices to the market needs and market information available. Further, insurance firms should enhance new market acquisition and development through better strategic positioning.en_US
dc.identifier.urihttp://hdl.handle.net/11071/12517
dc.language.isoenen_US
dc.publisherStrathmore Universityen_US
dc.subjectMarket segmentationen_US
dc.subjectNiche marketingen_US
dc.subjectMarket developmenten_US
dc.subjectPerformanceen_US
dc.subjectInsurance firmsen_US
dc.titleInfluence of market share determinants on the non-financial performance of insurance firms in Kenyaen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Influence of market share determinants on the non-financial performance of insurance firms in Kenya.pdf
Size:
1.85 MB
Format:
Adobe Portable Document Format
Description:
Full-text thesis
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
MBA Theses and Dissertations (2021)