Determinants of growth among business enterprises owned and managed by women in Kericho County, Kenya: Cultural norms and languages
Matilda Chemutai Sang
Women entrepreneurship has been recognized as an important source of economic growth. Women entrepreneurs create new jobs for themselves and others and also provide society with different solutions to management, organization and business problems. However, they still represent a minority of all entrepreneurs. This calls for a need to study and explain the causes of poor business growth in businesses owned and operated by women. This paper examines the influence of cultural norms and languages on the growth of women-owned and operated businesses based on a study of businesses in Kericho County, Kenya. The data was collected from 286 respondents from a target population of 1, 007 businesses managed and or owned by women. It focused on both formal and informal businesses and it utilized descriptive research design. Data was collected using questionnaires administered to selected women entrepreneurs in Kericho town chosen through simple random and purposive sampling techniques. The collected data was analysed using descriptive statistics with the aid of Statistical Package for Social Science (SPSS). Presentation of data was done using frequency tables. The study established that cultural norms were seen by women entrepreneurs as an important aspect positively influencing growth of their businesses and that tribe had no effect on business growth. The study recommends that women entrepreneurs should embrace cultural norms and use them as business opportunities to further grow their businesses. Moreover, the county government of Kericho, through the Ministry of Trade, Youth and Women, should organize forums to enable women to network and market themselves improving their profitability.