Market Diversification Strategy as a Customer Focus on Performance of Food and Beverage Manufacturing Companies in Nakuru County, Kenya

Abstract: The purpose of this study was to evaluate the influence of market diversification strategy and customer focus on performance of food and beverage manufacturing companies in Nakuru County, Kenya. The study’s theoretical framework included review of competitive strategy theory, strategic contingencies theory, upper echelon theory, and resource based theory. This study adopted cross-sectional survey design for purposes of suitably addressing data collection and analysis. The study targeted 97 food and beverage manufacturing companies in Nakuru County, Kenya which will be the unit of analysis whereas study informants was managers in-charge of strategy and business development, and constituted the unit of observation. Proportionate stratified random sampling technique was used to select respondents and self-administered questionnaires based on five-point Likert scale was distributed using drop and pick-up method. Pilot testing was undertaken to test the validity and reliability of the questionnaire and pilot data analysis was done using Statistical Package for Social Sciences (SPSS) version 26. Multiple regression analysis and analysis of variances was done to test the significance levels of one variable over the other. Results were presented in tables and graphs with clear explanations given based on the findings. Keywords: market diversification strategy, food and beverage manufacturing companies, Statistical Package for Social Sciences (SPSS). Title: Market Diversification Strategy as a Customer Focus on Performance of Food and Beverage Manufacturing Companies in Nakuru County, Kenya Author: Emmy Chepkirui, Dr. Elizabeth Nambuswa Makokha, Dr. Albert N. Wanambisi International Journal of Recent Research in Commerce Economics and Management (IJRRCEM) ISSN 2349-7807 Vol. 13, Issue 2, April 2026 - June 2026 Page No: 123-134 Paper Publications Website: www.paperpublications.org Published Date: 14-May-2026 DOI: https://doi.org/10.5281/zenodo.20181056 Paper Download Link (Source) https://www.paperpublications.org/upload/book/Market%20Diversification%20Strategy%20as%20a%20Customer-14052026-3.pdf