Product Differentiation Strategy and Performance of Cement Manufacturing Companies in Kenya
DOI:
https://doi.org/10.70619/vol6iss1pp22-30-788Keywords:
Product Differentiation Strategy, Performance, Cement Manufacturing Companies, KenyaAbstract
Over the past decade, Kenya’s cement manufacturing firms have experienced fluctuating performance, even as demand from the construction and infrastructure sectors has continued to expand. These inconsistencies have raised concerns about the industry's competitiveness and long-term sustainability. This study examined how product differentiation strategy influences the performance of cement manufacturing companies in Kenya. Anchored on the Dynamic Capabilities Theory, the research applied a descriptive survey design. The target population consisted of 375 employees drawn from selected cement manufacturers, from which a sample of 112 respondents, representing 30%, was obtained. Questionnaires served as the primary tool for data collection. Analysis involved generating descriptive statistics and conducting correlation tests. Findings revealed that product differentiation is positively and significantly associated with firm performance (r = 0.672, p = 0.000). The study concludes that strengthening product differentiation efforts enhances operational competitiveness and customer preference. It recommends that management prioritize continuous refinement of product features and quality initiatives informed by customer feedback to reinforce market positioning.
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