CONSUMER INTEGRATION AND PERFORMANCE OFCEMENT MANUFACTURING FIRMS IN KENYA
Abstract
Purpose: This study sought to determine the effect of consumer integration on the performance of cement manufacturing firms in Kenya.
Statement of the Problem: Despite the critical role of supply chain practices in enhancing firm performance, many cements manufacturing firms in Kenya continue to experience performance challenges. There is limited empirical evidence on how consumer integration influences performance in this sector, necessitating this study.
Methodology: The study adopted a positivist philosophy and descriptive survey design, targeting 450 supply chain managers, with a sample of 212 selected using stratified and random sampling. Data were collected through questionnaires and analyzed using descriptive statistics, while correlation and regression were used to examine the underlying relationship.
Findings: The results indicate that consumer integration has a positive, statistically significant influence on the performance of cement manufacturing firms in Kenya.
Conclusion: The study concludes that consumer integration is a key determinant of performance in cement manufacturing firms, and enhancing it can lead to improved organizational outcomes.
Recommendation: Cement manufacturing firms should strengthen consumer integration practices to achieve sustained, improved performance. Additionally, the findings provide a basis for future research and policy formulation within the sector and beyond.
Keywords: Consumer integration, Performance of cement manufacturing firms
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