INFLUENCE OF EXPORTERS’ MARKETING COMPETENCE ON EXPORT PERFORMANCE AMONG SMALL AND MEDIUM ENTERPRISES IN NYERI COUNTY

Abstract

Enhancing export performance is crucial for firms based in developing countries that view the global marketplace as a means to ensure growth, survival, or competitiveness. However, succeeding in export markets remains a challenging task for small and medium enterprises and SMEs operating in developing countries like Kenya. The objective of this research was to assess the influence of exporters’ marketing competence on export performance. The study was anchored in the resource-based theory. The current study employed a descriptive survey design. SMEs in Nyeri County were adopted as a unit of observation while the owners and managers of the SMEs were the unit of analysis. A sample of 130 respondents drawn from 26 SMEs in Nyeri County was used. A structured self-administered questionnaire was used to collect data.  A pre-test was carried out in Murang’a County to ensure the validity and reliability of the instrument. Descriptive and regression analysis was used to analyze the data using SPSS V28, and results were presented using tables. There was a strong positive correlation (r=0.857) between the independent variables and export performance. These variables in a collective manner explained approximately of 73.5% of the variation observed in the export performance of SMEs in the town. The associated significance level (p-value) of .000 indicated that this relationship was statistically significant at the chosen significance level. The results showed that marketing competence (p<0.001) was significant. The study concluded that the export performance of SMEs in Nyeri County Kenya is determined by marketing competence. The researcher recommended that SMEs ought to actively engage with government authorities to address the issues affecting their export performance.