ANSOFF’s MODEL AND GROWTH OF DEPOSIT TAKING SAVINGS AND CREDIT COOPERATIVE SOCIETIES IN NAIROBI COUNTY, KENYA.

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dc.contributor.authorWINFRED CHEPKOECH BII
dc.date.accessioned2026-03-31T16:03:57Z
dc.date.available2026-03-31T16:03:57Z
dc.date.issued2025-09
dc.descriptionThesis
dc.description.abstractSavings and Credit Cooperative Societies (SACCOs) are a vital component of Kenya’s financial sector, contributing to economic growth, financial inclusion, and poverty reduction. However, their growth has been hampered by high dormancy rates, rising non-performing loans, limited product innovation, and weak strategic planning, raising concerns about their sustainability. This study examined the influence of Ansoff’s Growth Model, supported by Dynamic Capabilities Theory, Push and Pull Theory, Market Orientation Theory, and Innovation Diffusion Theory, on the growth of deposit-taking SACCOs in Nairobi County. The study focused on four strategies; diversification, market penetration, product development, and market development and their effect on growth indicators such as membership activity, revenue generation, loan portfolio performance, and financial sustainability. The target population comprised 144 departmental heads in credit, finance, and marketing from 48 licensed deposit-taking (Target Population) SACCOs in Nairobi. A sample of 105 respondents was selected using purposive sampling. Primary data were collected through structured questionnaires, while secondary data were obtained from regulatory reports and SACCO records. Instrument reliability was confirmed using Cronbach’s Alpha, and validity was ensured through expert review. Data were analyzed using descriptive and inferential statistics, including correlation, regression, and diagnostic tests in SPSS (Version 25), while qualitative data were subjected to content analysis. The findings revealed that all four strategies had a positive and significant influence on SACCO growth: diversification (β = 0.372, p = 0.004), market penetration (β = 0.472, p = 0.000), product development (β = 0.492, p = 0.012), and market development (β = 0.394, p = 0.000). The study concludes that Ansoff’s Growth Model, enriched by supporting theories, provides a robust framework for enhancing the growth and competitiveness of SACCOs. It recommends that SACCO leadership adopt structured diversification, market penetration, product development, and market development strategies to reduce member dormancy, lower non-performing loans, increase revenues, and sustain long-term competitiveness.
dc.identifier.urihttps://repository.cuea.edu/handle/123456789/639
dc.language.isoen_US
dc.publisherTHE CATHOLIC UNIVERSITY OF EASTERN AFRICA
dc.subjectAnsoff’s Growth Matrix
dc.subjectorganizational growth
dc.subjectdeposit-taking SACCOs
dc.subjectstrategic management
dc.subjectbusiness growth strategies
dc.subjectfinancial institutions
dc.subjectNairobi County
dc.subjectKenya
dc.titleANSOFF’s MODEL AND GROWTH OF DEPOSIT TAKING SAVINGS AND CREDIT COOPERATIVE SOCIETIES IN NAIROBI COUNTY, KENYA.
dc.typeThesis

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