Title:
The Influence of Competitive Intensity on the Market Orientation of Private Security Firms in Mombasa County, Kenya

Authors:
Dr. Evans Ojiambo Onditi,, Kenya

Abstract:

The objective of this study was to establish the influence of competitive intensity on the market orientation of private security firms in Mombasa County. The study targeted private security firms that are members of the Kenya Security Industry Association (KSIA) and they were 52 firms. A cross-sectional research design was adopted and a census of the target population was done. Thirty seven (37) firms responded leading to a 74% response rate. Data was collected from key informants using a semi-structured questionnaire and data analysis was done using simple regression analysis. The results indicated that competitive intensity explained 28.4% of the variation in the market orientation of the private security firms (R² = 0.303, Adjusted R² = 0.284). The results also indicated that the influence of competitive intensity on the market orientation of private security firms was significant (P = 0.000). The regression coefficients indicated that competitive intensity positively and significantly influenced the market orientation of the private security firms (t = 3.904, β = 0.598, P = 0.000). Based on these results, the study rejected the null hypothesis H₁ which stated that competitive intensity has no significant influence on market orientation. The study concluded that competitive intensity in the private security industry positively and significantly affects the market orientation of private security firms in Mombasa County. The study results also imply that managers of private security firms and firms in other industries should closely monitor the competitive intensity and utilize the information to make strategic, operational and control decisions relating to the market orientation of the firms

DOI: https://doi.org/10.51505/IJEBMR.2024.81209