IJSRP, Volume 12, Issue 11, November 2022 Edition [ISSN 2250-3153]
Asenath Ndegwa, Dr. Jane Wanjira
Small businesses including those in the renewable energy sector face many challenges putting their survival at risk. In Kenya, 3 out of 5 SMEs close within the first two years after starting operations, and to enhance their survival many small businesses have turned to incubation. Thus, the purpose of the study was to establish the effect of marketing support from incubation centers on the survival of SMEs in the renewable sector in Kenya. The study is anchored on the market orientation theory and employed descriptive research design. The 60 renewable energy SMEs from the database of the World Bank InfoDev initiative were targeted. A census study of the 60 SMEs in this database was carried out. Primary data was collected using semi-structured questionnaires that were self-administered to the SME owner and senior managers. The collected data was qualitative and quantitative in nature and it was analyzed through descriptive correlation, multiple regression and content analysis. The findings revealed that respondents agreed that marketing support influenced survival of the SMEs due to overall mean score of M = 3.88. The correlation analysis showed that marketing support and survival of SMEs in the renewable energy had positive and significant association (r = 0.569, p = 0.000 <0.05). The regression coefficient showed a positive and noteworthy association between marketing support and survival of SMEs in the renewable energy based on beta findings of (β =2.991, p < 0.05). Results also showed that 59.9% of changes in the survival of the SMEs in the renewable energy sector in Kenya could be traced to marketing support. Thus, the study concluded that survival of SMEs in the renewable energy in Kenya largely depends on accessing and participation in business incubation programs for marketing support. The study also concludes that marketing support contributes to business survival.