Journal of Emerging Trends in Educational Research and Policy Studies: Home

Abstract:
The communication strategies employed by the small scale businesses have not been studied in the past in Kenya, and therefore the study sought to give such entrepreneurs a voice to be heard in their daily operations of businesses in Eldoret town. This paper discusses the obstacles identified and their impact on the communication strategies employed by the small business enterprises and also recommends strategies of communication that would raise the entrepreneurs' competitive advantage. The study was conducted in Eldoret Municipality. It was a descriptive survey design. Stratified random sampling method was used to get 20 small business enterprises from which data was collected. Each small business comprised ten (10) persons, which made the total population to be two hundred persons. Observations, interviews, questionnaire, and also tape recorder and photographs were instruments used to collect data. Data analysis was in form of descriptive and inferential statistics. Chi-square method was used in discussing and interpreting the relationship in the data. The major obstacles to effective communication strategies included lack of awareness on the part of the traders, inadequate government policy on SBEs, inadequate funding, lack of Information Communication and Technology (ICT), education and training. The study showed that all organized and smooth running businesses put much effort in communication, be it verbal or non-verbal. It was recommended that the government through the Ministries of Trade and Industrialization as well as the Municipal Council and NGOs should organize seminars, workshops and exhibitions to support advancement of communication strategies for SBEs. This paper provides information useful to business holders on how to improve their business language for competitive advantage. It also contributes to the already existing pool of knowledge in small-scale business by acting as a benchmark for researchers in the field of communication.

Keywords: overcoming obstacles; business communication; small scale entrepreneurs.

Download full paper