COMPETITIVE AGGRESSIVENESS AND PERFORMANCE OF FLOUR MILLING COMPANIES IN KENYA
Peter Ambrose Ng'ang'a - PhD in Entrepreneurship, Jomo Kenyatta University of Agriculture and Technology, Kenya
Dr. Samson Nyang’au Paul (PhD) - Jomo Kenyatta University of Agriculture and Technology, Kenya
Dr. Ann Marie Wairimu (PhD) - Jomo Kenyatta University of Agriculture and Technology, Kenya
Dr. Susan Ingasia Naikuru (PhD) - Jomo Kenyatta University of Agriculture and Technology, Kenya
ABSTRACT
The study examined the influence of competitive aggressiveness on the performance of flour milling companies in Kenya. The study was guided by Resource-Based View (RBV). A descriptive research design and positivism philosophy were adopted. The study targeted 59 registered flour milling companies in Kenya with 472 employees comprising 59 management employees, 177 supervisors and 236 junior staff. Using the Krejcie and Morgan (1970) formula, a sample size of 212 respondents was obtained. Primary data were collected using a semi-structured questionnaire, while quantitative data were coded and analyzed using SPSS Version 28 through descriptive statistics, Pearson correlation and regression analysis. From the 212 questionnaires administered, 167 were completely filled and returned, representing a response rate of 78.8%. The findings established a very strong and statistically significant relationship between competitive aggressiveness and performance of flour milling companies in Kenya (r = 0.844, p = 0.001). Regression results showed that competitive aggressiveness explained 26.6% of the variation in performance and had a positive and statistically significant influence on performance (β = 0.346, p < 0.001). The study concluded that competitive aggressiveness positively and significantly influences performance of flour milling companies in Kenya. The study recommends that the management of flour milling companies in Kenya should adopt a structured competitive aggressiveness strategy by actively strengthening their market positioning through differentiated product offerings, strategic pricing, strong distribution networks, and continuous brand visibility initiatives.