| dc.description.abstract | This research aimed to investigate the relationship between pricing strategies and the value proposition environment within Kenya Power & Lighting Company PLC. Specifically, it seeks to determine the impact of pricing strategies on the value proposition environment, while also exploring the moderating role of Michael Porter's Five Forces. The target population consists of households and Small Medium Enterprises (SMEs) in Murang’a, Embu, and Nairobi Counties, which collectively represent a significant portion of electricity consumers in Kenya. The approximate population of these counties is 313,868 for Murang’a, 1,573,402 for Nairobi, and 184,002 for Embu. The study employed a proportionate sampling method, with percentages for various industries randomly chosen after careful consideration. The Krejcie & Morgan table was utilized to ensure representative sampling. Questionnaires were distributed concurrently across the three counties to ensure data collection consistency. Despite logistical challenges, 259 questionnaires were collected out of the total 384 distributed. Analysis revealed strong positive correlations between pricing strategies (r=0.327), and Michael Porter's Five Forces (r=0.657) with the value proposition environment. These correlations were statistically significant, as indicated by p-values ranging from 0.000 to 0.05. Regression analyses further supported the significance of these relationships. Pricing strategies explained 10.7% of the variation. The study underscores the critical role of strategic decision-making in shaping the value proposition environment within Kenya Power & Lighting Company PLC. It highlights the need for comprehensive strategies that consider technological aspects to enhance consumer value and promote sustainable growth in the electricity sector. The study recommends embracing pricing strategies for competitiveness, leveraging Porter's Five Forces framework for strategic insights, and fostering a culture of continuous monitoring and adaptation for sustained success. | en_US |
