Title:
Adaptive Decision Making and Competitiveness of Family-owned Supermarkets in Kenya

Authors:
Fowzaan Nunow, Dr. Mwenda Lillian, Dr. Wachira Anita, Kenya

Abstract:

This study examined the association between adaptive strategic decision making and competitiveness among family-owned supermarkets in Kenya. Guided by a positivist philosophy and a cross-sectional descriptive design, the study targeted 96 managers in 24 supermarkets; 78 completed questionnaires were returned (81.25%). Primary data were analyzed in Python. The instrument showed internal consistency (Cronbach’s alpha = 0.874); expert judgement supported content validity, while the reported KMO statistic of 0.603 indicated modest sampling adequacy for factor analysis. A bivariate ordinary least squares model found a positive association between adaptive strategic decision making and competitiveness (β = 0.2391, F = 12.13, p = 0.000931; R² = 0.168). The findings support investment in adaptive decision-making practices, but the cross-sectional design and self-reported measures do not establish causation. The results are specific to the sampled family-owned supermarkets and should be tested in other retail settings.

DOI: https://doi.org/10.51505/IJEBMR.2026.10931