Theses and Dissertation
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Item DIGITAL MARKETING STRATEGIES AND SOCIAL ENTREPRENEURSHIP IN LUSAKA PROVINCE, ZAMBIA(Tangaza University, 2025) Mwape CheweThe 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.Item MARKETING MIX AND CONSUMPTION OF GOAT DAIRY PRODUCTS IN DAGORETI NORTH CONSTITUENCY, NAIROBI, KENYA(Tangaza University, 2025-08) GENESIO NJAGI MUGOHThe 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.Item EMPOWERING COMMUNITIES: A SOCIAL ENTREPRENEURSHIP APPROACH TO AFFORDABLE HOUSING IN KIBERA, NAIROBI, KENYA.(Tangaza University, 2025-10) MUHIA MARIA WANJIKUThis 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.Item SERVICE QUALITY AND STUDENTS’ SATISFACTION: THE CASE OF PRIVATELY OWNED UNIVERSITY HOSTELS IN LANGATA SUB-COUNTY, NAIROBI, KENYA.(Tangaza University, 2025-11) KASINA PATRICIA NDUNGEStudent 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.Item CHALLENGES FACING BACKYARD POULTRY FARMING PRODUCTION IN URBAN AREAS IN EMBAKASI EAST CONSTITUENCY-NAIROBI COUNTY, KENYA(Tangaza University, 2025) ROSEMARY GAKII JAVANThe 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.Item SOCIO-ECONOMIC DETERMINANTS OF SUSTAINABLE LIVELIHOODS AMONG SINGLE MOTHERS: A CASE STUDY OF PRO LIFE AND KWPTI, KARIOBANGI NORTH, NAIROBI COUNTY(Tangaza University, 2025-10) Bisrat Esayas PaulosThe sustainability of single mothers' livelihoods presents a significant challenge, particularly in informal settlements. This study investigated the influence of socio-economic factors on the sustainability of single mothers' livelihoods in Kariobangi North, Nairobi County, Kenya. Specifically, the study sought to: examine the influence of access to education on the sustainability of single mothers' livelihoods, Assess the role of employment opportunities on livelihood sustainability, evaluate the impact of social support on the sustainability of single mothers' livelihoods and finally measure the influence of income levels on livelihood sustainability in Kariobangi North. The study was anchored on three theoretical perspectives namely Social Capital Theory, Human Capital Theory, and the Sustainable Livelihood Approach. The study employed a qualitative research approach using a case study design focused on the Kariobangi Women Promotion Training Institute and the Pro-Life Organization. It sampled 26 single mothers and 4 key informants, with data collection using interviews, observations and analyzed using thematic analysis. The study revealed that single mothers face limited access to education due to financial constraints, which subsequently restricts their employment opportunities. Employment opportunities remain severely limited, forcing single mothers to depend on informal or casual work that is irregular, poorly remunerated, and lacks social protection. Social support emerged as both a source of sustenance and a challenge. Income level was identified as the most pressing issue, with most mothers struggling to meet basic needs. The study recommended that first that organizations and institutions prioritizing single mothers should strengthen scholarship funds and bursary programs specifically targeting this demographic, enabling access to vocational training programs for employment and selfreliance. It also recommended that small-scale enterprises should be supported through microfinance initiatives and capacity-building programs. Third, it recommended that community leaders and relevant agencies should establish and strengthen social support networks, including self-help groups and savings circles. Finally, it recommended that access to microcredit and affordable loans should be expanded to enable single mothers to start and sustain small businesses.Item TEENAGE GIRLS’ SEXUAL EXPLOITATION MITIGATION AND COMMUNITY SUSTAINABILITY IN NYATIKE SUB-COUNTY, MIGORI COUNTY, KENYA(Tangaza University, 2025-11) Alfred Marcellus Omondi OlongoThe study explored teenage girls' sexual exploitation (TGSE), in Nyatike Sub-County, Migori County, Kenya. The general objective of the study was to investigate Teenage Girls’ Sexual Exploitation Mitigation and Community Sustainability in Nyatike Sub-County, Migori County, Kenya. The specific objectives of the study were to: investigate the effect of socio-cultural aspects on teenage girls’ sexual exploitation and community sustainability in Nyatike Sub-County, establish the role of teenage girls’ empowerment programs on teenage girls’ sexual exploitation and community sustainability in Nyatike Sub-County, investigate the role of governance structures in teenage girls’ sexual exploitation and community sustainability in Nyatike Sub-County, and, examine the mediating effect of existing regulatory frameworks in mitigation of teenage girls’ sexual exploitation and community sustainability in Nyatike Sub-County. The study employed mixed-methods approaches. The sampling frame included: Secondary School teenage girls, school Principals, guidance and counseling teachers, Parents, Child Safeguarding Officers, clinical officers and Education Officers within Nyatike Sub-County, Migori County, Kenya. The Critical Theory, Feminist Theory, and Ecological Systems Theory were used to examine the causes of TGSE. The study target population was 400 teenage girls (13-19 years). The study’s hypotheses were tested by multivariate regression analysis. The study revealed that socio-cultural factors significantly contribute to TGSE (pItem FACTORS CONTRIBUTING TO THE SUSTAINABILITY OF WOMEN SELF-HELP GROUPS IN NAIROBI COUNTY: A CASE OF VIWANDANI IN MAKADARA SUB-COUNTY(Tangaza University, 2025-11) INVIOLATA NJERI NJOROGEWomen SHGs serve as vital platforms for grassroots socio-economic development in Kenya. Despite their contributions, many SHGs continue to face challenges related to inadequate financial resources, weak management systems, and limited technical skills. This study investigated factors contributing to the sustainability of women SHGs in Viwandani, Makadara Sub-County, Nairobi; examining managerial practices, strategies for addressing challenges and the influence of member characteristics on group sustainability. The study involved 73 women from seven SHGs and was anchored on theory of social change and the T7 model of team effectiveness which identifies seven critical factors for group success: Thrust, Trust, Talent, Teaming and Task skills; Team leader fit and Team support. Data was collected through structured-questionnaires and analyzed using descriptive statistics utilising SPSS. The findings revealed that Women SHGs in Viwandani are highly structured, operate with written constitutions, have defined leadership systems, and practice consensus-based decision-making. Governance featured frequent meetings, member-driven agendas, and comprehensive record-keeping. Activities centred on loan management and welfare support, internal mechanisms for conflict-resolution and addressing challenges included general meetings and disciplinary committees. Member characteristics, including self-employment status, limited formal-education, and high dependency burdens created strong incentives for active participation and collective action. However, weak external collaboration, limited market access, and minimal linkage with financial institutions emerged as notable sustainability constraints. The study concludes that sustainability is driven by a combination of strong internal governance, collective accountability, and member commitment. It recommends strategic partnerships to enhance financial inclusion, skills development, and market integration. The findings provide practical insights for policymakers, development practitioners, and community organizations seeking to strengthen women SHGs in informal settlements.Item CONTRIBUTION OF WOMEN ENGINEERS TOWARDS SUSTAINABLE BUILDING CONSTRUCTION IN NAIROBI CITY COUNTY, KENYA(Tangaza University, 2025-09) MUHINDO MULANGO RogerWhile the construction industry is striving to increase women’s participation in the sustainable building construction industry, their contribution remains largely misunderstood, undefined, and undervalued in various phases of building construction. This study assessed the contribution of women engineers towards sustainable building in Nairobi City County in Kenya. Qualitative methods were used to gather data for this research. Women engineers in different departments in Nairobi with a specific target of La Femme Engineering Services Ltd (LFE) constituted the target population of the study. This research used a non-probability purposive sampling method to choose 16 participants who constituted the sample size of the population. The data collection from the participants entailed the use of qualitative instruments, namely the in-depth interview guide, key informant guide, observation checklist guide, and content analysis guide. The Qualitative Data Analysis (QDA) Miner Lite software was utilised to create codes and perform data analysis based on thematic and content analysis. The findings aligned with the objectives of this study and illustrated the lived experiences of participants across three worksites, including the head office of LFE, Zimmerman, and Ruiru apartments. Under barriers and enablers, respondents highlighted education as a crucial facilitator for women engineers, while the absence of role models emerged as a primary obstacle. In terms of impacts, the value was the highest contribution of women engineers. Then, unique perspectives, green energy, and advocacy for sustainability were the top elements that women impacted with the building sector. The research concluded that women engineers made significant contributions to sustainable building in terms of innovation and creativity, eco-friendly materials and energy efficiency, and leadership and management. However, they expressed the issue of educational accessibility and the environment not being conducive for women. The researcher recommends institutionalising mentorship programs and leadership roles and improving STEM access for girls, enforcing gender equality and gender-sensitive policy.Item THE EFFECT OF CATHOLIC SOCIAL TEACHINGS ON SOCIO ECONOMIC TRANSFORMATION IN AJIA SUB-COUNTY, ARUA DISTRICT, UGANDA(Tangaza University, 2025-11) RIYO ISAACThis study investigates the influence of Catholic Social Teachings on socio-economic transformation in Ajia Sub-county, Arua District, Uganda. Despite the Catholic Church’s long-standing presence in the area, the extent to which its teachings have translated into measurable development outcomes remains unclear. The purpose of this study was therefore to assess how Catholic values and institutions contribute to education, healthcare, poverty alleviation, and community empowerment. A descriptive research design grounded in a positivist philosophy was adopted, targeting Christians, church leaders, and government officials. A sample of 150 respondents was selected using both probability and non-probability sampling techniques. Data were collected through semi-structured questionnaires and analysed using SPSS for descriptive and inferential statistics, with results presented in tables and graphs. The findings revealed that Catholic-led initiatives such as Caritas, JPHRC, and the pharmaceutical warehouse have significantly enhanced access to healthcare, education, and livelihood opportunities, thereby promoting community cohesion and economic resilience. The study concludes that Catholic Social Teachings plays a pivotal role in driving socio-economic transformation in Ajia Sub-county. It recommends that policymakers strengthen collaboration with faith-based organizations to scale up education, livelihood support, social justice, environmental conservation, and youth and women empowerment initiatives across the region.