Influence of Market Development Strategies on Microinsurance Uptake (Demand) among Micro and Small Enterprises in Nairobi City County, Kenya: The Moderating Role of Enterprise Characteristics

Aggrey Mulumbi (), Dr. Caleb Odhiambo Onjure () and Prof. Jane Muriithi ()

International Journal of Entrepreneurship, 2025, vol. 8, issue 1, 27-37

Abstract: Purpose: The study aimed to investigate the moderating influence of enterprise characteristics on the relationship between market development strategies and microinsurance uptake (demand) among micro and small enterprises in Nairobi County, Kenya. Materials and Methods: The research adopted a positivist philosophy and descriptive research design. A representative sample of 387 MSEs was selected through multistage random sampling from a population of 12,429 registered MSEs in Nairobi County (MSEA, 2024). Data collection involved structured questionnaires, with a pilot test conducted to ensure validity and reliability. Quantitative data were analyzed using SPSS version 27. Descriptive statistics such as means and standard deviations were calculated, while inferential analysis employed multiple regression and correlation techniques to test hypotheses at a 95% confidence level (p < 0.05). Findings: The analysis revealed strong positive correlations between enterprise characteristics and microinsurance uptake (r = 0.705), significant at p < 0.01. Regression models showed that the enterprise characteristics, when combined with marketing strategies accounted for 57.9% of the variance in microinsurance uptake. The ANOVA results indicate an F-statistic of 136.853 with a p-value of 0.000 further suggesting that the moderating influence of enterprise characteristics on the relationship between market development strategies and microinsurance uptake was statistically significant at the 95% confidence level. The unstandardized coefficient (B) for enterprise characteristics was 0.041, indicating that a one-unit increase in moderating influence led to 0.041 units increase in microinsurance uptake. Unique Contribution to Theory, Practice and Policy: Based on the study findings, the study recommended that microinsurance providers consider the enterprise characteristics when designing and delivering insurance products.

Keywords: Enterprise Characteristics; Microinsurance Uptake/Demand; Market Development Strategies (search for similar items in EconPapers)
Date: 2025
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