Influence of Customer Orientation in Performance of Small and Medium Enterprises in Animal Feed Manufacturing in Kenya

Abstract

Small and medium animal feed manufacturing enterprises in Kenya are performing poorly despite manufacturing sector stand tall as a key pillar in the Big Four development agenda and vision of 2030 by the National Government of Kenya. Literature demonstrates that market orientation factors such as customer oriented enhance firm performance. However, there are few local studies on customer orientation and firm performance. Therefore, the objective of the study was to determine the influence of customer orientation in performance of small and medium animal feed manufacturing enterprises in Kenya. The study adopted cross-sectional research design and target population was 65 animal feed manufacturing SMEs in Kenya.  The study conducted a census approach. The unit of analysis was 65 managers/CEO and directors. The data was analyzed using descriptive and inferential statistics. The study findings revealed customer orientation had a statistically significant influence on performance of small and medium animal feed manufacturing enterprises in Kenya. The study concluded that for every one unit increase in customer orientation, performance of small and medium enterprises in animal feed manufacturing in Kenya is predicted to increase by 0.289 units. The study recommended that entrepreneur and management of animal feed manufacturing SMEs in Kenya, should regularly monitor, observe and anticipate customer needs and address them on timely and appropriately. Managers and marketing officers of small and medium enterprises in animal feed manufacturing in Kenya should be encouraged to adopt and embark on market orientation practices, for instance; addressing customer needs and wants promptly and also implement innovative practices so as to maximize performance. Keywords: Customer orientation, performance, SMEs, Kenya