Influence of Information Communication Technology on Market Access by Small and Medium-Sized Enterprises in Trans Nzoia County, Kenya

Abstract

Accessing a sustainable market should be a priority for SMEs to expand their business horizons to new opportunities and clients. New opportunities promote the urge of SMEs to employ all legally possible means to offer their products and services to identified markets. As SMEs strived to ensure their products and services reach out to people both locally and internationally, effective use of ICT was a major concern to SMEs. This was because SMEs were struggling with unsuccessful marketing initiatives. This derailed their chances of accessing new markets or establishing their roots further in their current market. The general objective of this study was to assess the influence of information communication technology on market access by SMEs in Trans Nzoia County, Kenya. The specific objectives were to examine the influence of information communication technological applications, data management, social media management, and cyber security on market access by SMEs in Trans Nzoia County, Kenya. The study was guided by three theories which were the unified theory of acceptance and use of technology, theory of administrative behavior and socio-technical systems theory. 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. The study sampled the 37 SMEs using simple random sampling method to obtain 11 SMEs. The respondents were also sampled using simple random sampling method to get 11 general managers, 28 ICT officers, 24 compliance officers, and 23 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 24.0 computer program analyzed quantitative and qualitative data using the descriptive statistics such as mean, percentage and standard deviation. Multiple regression was used to test hypothesis of the study. Tables, graphs and detailed explanations were used to present the final results of the study. The study found out that the only training offered to all staffs was on orientation on the SMEs systems during their recruitment; SME management did not originate from reliable sources such as business intelligence systems but rather on personal experiences, emotions, and available options that were cheap; SMEs did not make improvements of new goods and services based on customer feedback but rather on other factors; and SMEs were very far from ensuring that their goods and services innovations were secure even by storing the copies on clouds security. The study recommends that SMEs’ management should introduce periodical training on how to use ICT applications. The board of management should introduce policies that guide them in decision making. The management should introduce new regulations that allow decisions to be made with partial consideration of client’s feedback. The SMEs’ management should introduce strict policies on password confidentiality.