Tangaza University Digital Repository
Preserving and promoting the intellectual and cultural heritage of Tangaza University.
The Tangaza Digital Repository is an open-access platform dedicated to the management and dissemination of scholarly research, including:
- Academic Research: Theses, dissertations, and faculty publications.
- Institutional Heritage: Multimedia resources, datasets, and archives.
- Global Access: Fully optimized for Google Scholar and international OAI-PMH harvesting.
- Permanent Records: Trusted identifiers ensuring your research is citable and accessible forever.
By hosting your work here, you contribute to a global community of scholarship and ensure the long-term visibility of African academic excellence.
Recent Submissions
DIGITAL MARKETING STRATEGIES AND SOCIAL ENTREPRENEURSHIP IN LUSAKA PROVINCE, ZAMBIA
(Tangaza University, 2025) Mwape Chewe
The study explored the assessment of digital marketing strategies on social entrepreneurship in Lusaka Province, Zambia. Social entrepreneurship aims to address social problems while remaining financially sustainable. Digital marketing offers cost-effective tools to reach a wider audience, promote social ventures, and raise awareness about social causes. The research investigated how social entrepreneurs in Lusaka Province are utilizing digital marketing platforms and analyzed the effectiveness of these strategies in achieving their social and financial goals. The study also explored the challenges faced by social enterprises in adopting digital marketing and suggested potential solutions. Assessing digital marketing and social entrepreneurship, the research has contributed to the development of effective strategies for promoting social good and achieving sustainable social change. Employing a mixed methods approach, the research combined quantitative and qualitative methods to provide a understanding of this relationship. The quantitative aspect utilized surveys and questionnaires to gather data from a representative sample of social enterprises, measuring their digital marketing practices and their perceived impact on social impact goals. The qualitative component involved in-depth interviews with key stakeholders, including social entrepreneurs and digital marketing experts. This allowed for an exploration of the experiences, challenges, and opportunities associated with digital marketing in the social entrepreneurship landscape of Lusaka Province. Combining these methodologies, the research offered valuable insights into how social enterprises can leverage digital marketing to amplify their social impact and contribute to positive social change in Zambia. The study used 140 respondents to make a study population which was drawn from total number of registered enterprises by PACRA the board mandate to register businesses and organizations in Zambia. The research focused on awareness, effectiveness, challenges, measuring social impact and government policies as major areas of concentration to achieve the results in digital marketing and how these affect social entrepreneurship either non-financial or financial. Data collected was analyzed using descriptive and statistical analysis with the support of SPSS. Themes were presented as they emerged in the data analysis. The findings of the study showed that the majority of the entrepreneurs were aware of the strategies and were using at least one of the digital marketing tool but most of them are struggling with reaching effectiveness, measuring social impact. Different challenges like lack of funding and bureaucracy in government policies were observed. The study recommends strategies such as re-allocating marketing budget of funds for digital marketing, creating online brand community, developing social media performance matric, employing social media expert and investing in training and digital marketing knowledge. Conversely, the study showed that there was a significant influence of government policies on the relationship between digital marketing and social entrepreneurship.
MARKETING MIX AND CONSUMPTION OF GOAT DAIRY PRODUCTS IN DAGORETI NORTH CONSTITUENCY, NAIROBI, KENYA
(Tangaza University, 2025-08) GENESIO NJAGI MUGOH
The global dairy industry is increasingly shifting toward alternative dairy products, driven by growing health awareness, environmental concerns, and changing dietary preferences. Despite the nutritional, health, and ecological benefits of goat dairy products, their market penetration in urban Kenya remains limited, underscoring the need for targeted marketing insights. This study aimed to investigate the effect of the marketing mix on the consumption of goat dairy products in Dagoretti North Constituency, Nairobi County, with the goal of stimulating demand and promoting sustainability. Specifically, it examined the influence of product qualities, assessed the effect of pricing strategies, evaluated the role of promotional activities, and analyzed the impact of distribution channels on consumption. In addition, the study sought to establish whether demographic factors such as age, gender, income, education, and household size moderate the relationship between these marketing mix elements and consumption patterns. The study was guided by the Marketing Mix Theory, the Theory of Planned Behaviour, and the Family Life Cycle Theory. A descriptive cross-sectional research design was employed, with data collected via structured questionnaires from 384 respondents selected through quota, stratified, and simple random sampling across key retail centers. Descriptive statistics, Pearson correlation, and multiple regression techniques were used to analyze the data. The study found that all four marketing variables; product quality, pricing strategies, promotional activities, and distribution channels had positive and significant relationships with consumption of goat dairy products. Among these, distribution and promotion emerged as the strongest predictors of consumer behavior, highlighting the critical role of availability and visibility in shaping purchasing choices. While product quality and pricing appeared influential in the initial analyses, their impact diminished when all variables were considered together in the multivariate model, leaving the overall model to explain only 39.2% of the variation in consumption. This departure from Marketing Mix Theory, which posits that product and price are core drivers of consumer choice, shows that in contexts like Dagoretti North, even strong attributes and fair prices may struggle to influence demand where product availability, awareness and familiarity are limited. Instead, effective distribution and promotional strategies that build access and recognition are critical to unlocking the value of quality and price. A moderated regression model indicated that demographic factors slightly improved the explanatory power of the model (Adjusted R² = .409), with age emerging as a significant moderator (β = .062, p = .021). Older consumers valued health messaging, while younger consumers prioritized convenience and innovation. Other demographic variables such as gender, income, education, and household size did not significantly moderate the relationship between the marketing mix and consumption. The study concludes that it is important to enhance distribution access and implement age-sensitive promotional strategies to drive goat dairy consumption in urban areas. The study recommends improved supply chain reliability, locally tailored promotions, and health-focused messaging. Future research should explore psychographic segmentation, digital marketing strategies, and cross-context comparisons between rural and urban markets to refine marketing approaches.
EMPOWERING COMMUNITIES: A SOCIAL ENTREPRENEURSHIP APPROACH TO AFFORDABLE HOUSING IN KIBERA, NAIROBI, KENYA.
(Tangaza University, 2025-10) MUHIA MARIA WANJIKU
This study explores the role of social entrepreneurship in addressing the affordable housing crisis in Kibera, Nairobi, Kenya, with a focus on empowering communities through innovative, sustainable and inclusive approaches. Guided by social entrepreneurship theory, social capital theory and Maslow's hierarchy of needs, the research aimed to achieve its overarching objective: to investigate how social entrepreneurship can empower communities and facilitate access to affordable housing. Specifically, it examined the influence of social financial strategies, the contribution of social service provision, the integration of environmental approaches and the moderating impact of government policy on affordable housing initiatives. The research employed a mixed-methods approach, combining quantitative surveys with qualitative interviews and focus group discussions. Data was collected from Kibera residents, social entrepreneurs, government officials and community leaders, offering a comprehensive perspective on the housing challenges faced by low-income communities. The findings reveal that social entrepreneurship significantly enhances access to affordable housing by leveraging on social financial approaches, such as impact investing and green finance and incorporating sustainable environmental practices, including renewable energy integration and climateresilient designs. Additionally, social services, such as housing counseling and education programs, were found to strengthen community empowerment and housing accessibility. Despite these advancements, the study identified barriers such as limited government support, inadequate funding and cultural resistance to adopting innovative practices. The study highlights the need for robust policies to support public-private partnerships, incentivize sustainable housing practices and increase awareness of the benefits of social entrepreneurship. This research further provides actionable insights for stakeholders, including policymakers, social entrepreneurs and development practitioners to develop transformative strategies for equitable and sustainable housing solutions in Kibera and similar urban contexts globally.
SERVICE QUALITY AND STUDENTS’ SATISFACTION: THE CASE OF PRIVATELY OWNED UNIVERSITY HOSTELS IN LANGATA SUB-COUNTY, NAIROBI, KENYA.
(Tangaza University, 2025-11) KASINA PATRICIA NDUNGE
Student satisfaction in university hostels is increasingly recognised as vital in higher education, particularly given the rising demand for privately owned accommodations in urban academic centres such as Langata Sub-County, Nairobi. This study investigated the effect of service quality on student satisfaction in privately owned university hostels within the sub-county. Specifically, it examined the influence of reliable amenities, staff service assurance, hostel physical facilities, and staff empathy on student satisfaction, while also testing the mediating role of perceived value. Guided by the SERVQUAL Model, Disconfirmation Theory, and Herzberg’s Two-Factor Theory, the study adopted a quantitative cross-sectional survey design. Data were collected from 205 students drawn proportionately from 22 privately owned hostels through structured Likert-scale questionnaires. Descriptive statistics, correlation analysis, multiple regressions, and mediation analysis were applied, supported by diagnostic tests to validate assumptions. The results revealed that reliable amenities, staff service assurance, physical facilities, and staff empathy significantly influenced student satisfaction. Moreover, perceived value partially mediated the relationship between service quality dimensions and satisfaction, confirming the applicability of the chosen theoretical frameworks in this context. These findings emphasised that enhancing service quality in privately owned hostels improves students’ well-being and supports academic outcomes, contributing to Sustainable Development Goal 4 on inclusive and equitable quality education. Based on these findings, the study recommended that hostel managers adopt a holistic service quality framework by investing in reliable amenities, professional and empathetic staff, and modern facilities, supported by continuous improvement practices. The study also recommended that Universities collaborate with privately owned hostel operators to set benchmarks, conduct regular audits, and integrate feedback systems. Moreover, the study also recommended that the Ministry of Education should develop national guidelines and provide incentives for sustainable utilities and facility improvements. Also, students and parents to actively engage in feedback mechanisms and advocacy to strengthen accountability and ensure that hostels continuously align services with learners’ needs.
CHALLENGES FACING BACKYARD POULTRY FARMING PRODUCTION IN URBAN AREAS IN EMBAKASI EAST CONSTITUENCY-NAIROBI COUNTY, KENYA
(Tangaza University, 2025) ROSEMARY GAKII JAVAN
The purpose of the study was to investigate the challenges facing backyard poultry farming production in urban areas of Kenya taking Embakasi East Constituency-Nairobi County as a case in point. Specifically, the study sought to establish how farm inputs influence backyard poultry production, determine the socio-economic factors influence backyard poultry production, determine how technology adaptation influence backyard poultry production and finally explore how availability of Market influence backyard poultry production in Embakasi East Constituency in Nairobi County- Kenya. Data was collected from a sample of 90 backyard poultry farmers derived from a target population of 300 farmers who were registered with Embakasi East Nairobi County Government. Purposive and cluster sampling techniques was applied in selecting the farmers included in the sample size. Quantitative data was analyzed using descriptive statistics and qualitative data through thematic analysis. The questionnaires and interview guide instruments were used to collect data. The quantitative information from the questionnaires was coded, keyed into a computer and the Statistical Package for Social Sciences (SPSS) was used to analyze data. Qualitative information from interviews was arranged and presented in narrative forms and direct quote. The study was anchored on three theories namely: Ecological Systems Theory that explores how different environmental systems shape human behavior and activities, Sustainable Livelihoods Approach (SLA), which explores how people use assets and capabilities to sustain livelihoods, and Theory of Planned Behavior (TPB), which explains that behavior is determined by attitudes, subjective norms, and perceived behavioral control. The study emphasized the importance of understanding challenges facing backyard poultry farming in urban areas in order to effectively develop interventions and policies that promote and enhance the sustainability of this agricultural practice. The study aim was to contribute to the knowledge base by providing insights into the key challenges facing backyard poultry farming. By conducting this analysis, the researcher intended to identify the challenges and opportunities surrounding this practice in urban areas of Kenya. Key findings reveals that poultry farmers face significant challenges related to access, resources, and knowledge, general trend of limited adoption of modern poultry technologies among respondents. Backyard poultry farmers face significant challenges related to market availability and also key structural weaknesses identified in marketing strategy, market accessibility, and distribution networks. The study recommends addressing these systemic barriers and through coordinated efforts, stakeholders can significantly improve the livelihoods of smallholder poultry farmers and unlock the potential of backyard poultry as a viable and sustainable income-generating activity.