Thesis:

Exploring the relationship between market access and entreprenuership growth in Narok county, Kenya

Small and Medium-sized Enterprises (SMEs) in global economies, contribute to economic growth, innovation, and job creation. The challenges faced by SMEs globally are discussed, with a specific focus on the SME sectors in India, Bangladesh, Nigeria, and Kenya. Market access is a pivotal determinant for enterprise development in Kenya, illuminating on the challenges related to pricing fluctuations, inadequate market regulation, and a lack of essential market skills. The gaps in existing literature and the need for the study point out on potential research gaps. The purpose of the study was to examine the role of market access and enterprises development in Narok County, Kenya, and the specific objectives assessed influence of market access strategy on enterprises development, evaluated influence of price of products on enterprises development, analyzed the influence of market regulation on enterprises development and established the influence of inadequate market skills on enterprises development, alongside research questions that guided the focus of the investigation. The significance of the study is outlined, emphasizing its potential contributions to academic literature and policy development. The justification stems from critical gaps in the literature and the need for evidence-based recommendations. The scope of the study was limited to Narok County focusing on market dynamics, pricing, market regulation, and market skills. Also the research carried out literature review to study what has been studied globally, nationally and locally concerning market access for enterprise development. The research used the Price Elasticity of Demand Theory by Marshall (1890) to study the influence of marketing strategies and pricing decision. Additionally, the research reviews the Theory of Market Entry Modes by Johanson and Vahlne (1977). Descriptive survey research allows for the collecting of qualitative and quantitative data to fully understand the dynamics. The study was undertaken in Narok County's Suswa Sub County, chosen to represent the county's economy. The target population included businesses of all sizes and industries and experts on the factors under research. To achieve a representative and diverse sample, business size and sector were considered in stratified random sampling. Sample size was 295 representative for data collection and analysis. Data was collected via surveys and key informant interviews (KIIs). Data analysis used statistical and thematic techniques for quantitative and qualitative analysis. Informed consent, confidentiality, and institutional ethical approval were priorities. The research followed ethical guidelines to protect participants' rights and well-being. In the findings, the study established that Franchising and licensing emerged as popular market entry approaches, offering structured frameworks and reduced risks. However, direct entry and exporting faced challenges due to financial constraints, regulations, and infrastructure limitations. Competitive pricing was favored for its ability to attract customers and maintain a competitive edge. While market regulations provided a structured environment, they also presented challenges for smaller enterprises. Inadequate market skills hindered business effectiveness and growth potential. The study recommends on businesses to carefully select market access strategies, regulatory authorities to streamline regulations, training institutions to focus on market skill development, and government and development partners to provide ongoing support for enterprises.