Effect of Product Differentiation Practice on Performance of Sugar Companies in Western Kenya

Abstract

Product Differentiation as a functional element of strategic adaptation is very important in the competitive market world. Most of the organizations' performances rely on strategic practices in order to achieve planned goals. Western Kenya is anchored on agricultural produce that enhances the development and growth of agricultural oriented companies. The existence of sugar cane has lead to the availability of sugar companies that strain up and town on global industrial market for survival. The management of any current organization strive to involve on strategic adaptation practices with an essence of an improved performance; hence the study's objective was to examine the effect of Product Differentiation Practices on performance of Sugar Companies in Western Kenya. This study employed descriptive survey design. The targeted population was based on six sugar companies in Western Kenya. The study applied purposive sampling Technique. The Questionnaire was used as an instrument of primary data collection. The study applied Descriptive statistics to determine the mean, standard deviations and frequencies of the data under study. Inferential statistics was applied to determine the correlation within the variables. The descriptive and inferential statistics were analyzed by use of Statistical Package for Social Sciences (SPSS) software. The regression model was determined and analyzed by use of the similar software. The overall results provided statistical evidence of a positive correlation of Product Differentiation and performance of the sugar companies in Western Kenya. The study recommended for adaptation of Product Differentiation practice since it leads to the improvement of performance. The study recommended for further research on the variables using other methods and companies.