The Influence of Data Management on Market Access by SMEs in Trans Nzoia County, Kenya

Abstract

Accessing a sustainable market should be a priority for SMEs. It helps to expand their business horizons and get new opportunities and clients. New opportunities promote the urge of SMEs to employ all legally possible means to offer their products and services to the identified markets. As SMEs strive to ensure their products and services reach out to people both locally and internationally, the effective use of ICT, especially handling business data, was a major concern to SMEs in Trans Nzoia County, Kenya. This study aimed to establish the influence of data management on market access by SMEs in Trans Nzoia County. A descriptive research design was used in the study. The target population was 37 SMEs whose respondents were 92 ICT officers, 81 compliance officers, and 77 marketing officers. Data collection was done using interview guides and closed-ended questionnaires. To ensure validity and reliability, pilot-testing of questionnaires was done at Kenya Cooperative Creameries in Elgeiyo Marakwet County. Coded data in SPSS was analyzed quantitatively using descriptive statistics such as mean, percentage, and standard deviation. The qualitative data were analyzed using the thematic technique. Linear regression was used to test the hypothesis of the study. The study established that the decisions made by the SME management did not originate from reliable sources such as business intelligence systems but rather on personal experiences, emotions, and cheap and available options. Through the authorization of their boards, SMEs should employ staff who have adequate skills and experience in managing and analyzing data to provide direction on why certain decisions should be made.