Relationship between Corporate Social Responsibility practices and market share among supermarkets in Kisumu town

Abstract

The study investigated the relationship between Corporate Social Responsibility and market share of supermarkets in Kisumu Town. The study sought to determine the factors that motivated the practice of Corporate Social Responsibility amongst supermarkets in Kisumu Town for the period 2006-2010. It also sought to determine the various forms of Corporate Social Responsibility practices amongst supermarkets in Kisumu Town for the period 2006-2010. The population of study was all the supermarkets in Kisumu Town, the sample frame being provided by the registration office of the Kisumu County Council. All five supermarkets were selected for the survey. A questionnaire was used to collect data, with respondents were top level managers . The data was analyzed using descriptive statistics and regression models The results revealed that there was a relationship between corporate responsibility and market share because the supermarkets that invested more on corporate social responsibility also had high sales revenue. There was a positive correlation co-efficient between market share index and corporate social responsibility The study found that the main CSR areas were education, water and sanitation, health and support to orphans. The bigger supermarkets tended to prefer education, water and sanitation , while the smaller supermarkets favoured support to orphans.