The role of innovative marketing in the sustainability of savings and credit cooperatives in Kenya

The purpose of the study was to explore the role of innovative marketing on the sustainability of SACCOs in Kenya. The study sought to provide insights on the key focus areas, which contribute towards the sustainability of SACCOs in Kenya. The study was confined to SACCOs within 5 Counties of Nairobi, Kiambu, Machakos, Muranga and Kajiado. A sample size of 174 SACCOs was taken. Descriptive research design was adopted for this study. The use of objective and quantifiable data enabled the researcher to generalize the results of the study to the entire population. The correlation coefficient between SACCO sustainability and innovative Marketing is 0.430 with a p-value of 0.000 for a 5% 2-tail test. The study concludes that innovative marketing positively influence sustainability of SACCOs in Kenya. The results of the study also imply that if the SACCOs constantly modify their product range, seek for new markets, and be receptive to new ideas, they will be able to trigger continuity. Moreover, the study also revealed that innovative marketing positively influences the success of SACCOs in all the sectors. From the findings of the study, it can be noted that government regulations moderates the variable resulting to possibility of the sustainability of such SACCO. The study has important implications on the appropriate conceptualization of sustainable business models in the context of SACCOs. This study equips management committees, identify opportunities to improve the SACCO’s value creation and identify potential strategies which may be used to capture particular markets and increase SACCO sustainability.