EFFECT OF DIVERSIFICATION STRATEGIES ON THE MARKET PERFORMANCE OF SMALL AND MEDIUM-TIER DEPOSIT-TAKING SACCOS IN KENYA

Purpose: The aim of the research was to evaluate the effect of diversification strategies on the market performance of small and medium-tier deposit-taking SACCOs in Kenya. Design: The study used a positivist approach and descriptive research design, with data collected from CEOs through questionnaires. Descriptive and inferential statistics, including regression and correlation analyses, were used to examine relationships between variables. Findings: The study revealed a robust positive linear correlation between diversification strategies (β = 0.179, p=0.000) and market performance, signifying that these strategies account for a considerable portion of the market performance variance. Conclusion: Diversification strategies have a statistically significant positive effect on performance. Recommendation: SACCOs should prioritize strategic partnerships to boost overall growth. Keywords: diversification strategies, market performance, deposit-taking SACCOs, regression analysis, descriptive research design