Influence of Differentiation Strategy on Performance of Deposit Taking Savings and Credit Cooperative Societies in Uasin Gishu County, Kenya

Abstract

Savings and Credit Co-operative Societies (SACCOs) in Kenya quite like any other commercial establishments encounter significant difficulties presented by ever-changing and intensely aggressive market conditions. Nevertheless, for SACCOs to contest confidently and remain relevant, they are obliged to recognize and follow relevant differentiation strategies. This study analyzed the influence of differentiation strategy on performance deposit-taking SACCOs in Uasin Gishu County Kenya. The study was anchored on Resource-Based View Theory and utilized a cross-sectional descriptive survey research design.  Target population comprised 277 officials from the deposit-taking SACCOs. Yamane (1967) formula employed to determine expected sample size of 164 respondents. The research instrument adopted for data collection was a five-point Likert scale questionnaire. The reliability of the instruments was resolved through the internal consistency where Cronbach's Alpha correlation coefficient of 0.7 and above was considered acceptable. Data were descriptively analyzed using means and standard deviation, and inferentially by correlation and regression analysis. The study results indicated that differentiation strategy had explanatory power over performance of deposit taking SACCOs where it accounted for 61.3 percent of the variations (R2 = .613) hence the study rejected H0₁ and stated that the influence of differentiation strategy on performance deposit-taking SACCOs was statistically significant. Based on the study finding, the study concluded that differentiation strategies (innovation adoptions, brand image, and product packaging) had a significant influence on performance of deposit taking SACCOs. The study recommended that the deposit-taking SACCOs’ management should embrace market research, innovations and creativity and adopt appropriate technologies and supportive resources.

Keywords: Differentiation Strategies, deposit-taking SACCOs’ performance, Uasin Gishu, Kenya

DOI: 10.7176/EJBM/13-20-03

Publication date:October 31^st 2021