Role of Competitive Strategic Responses on Performance of Fast-moving Consumer Goods Manufacturing Firms in Nairobi County, Kenya

The purpose of this study was to examine the role of competitive strategic responses on performance of fast moving consumer goods manufacturing firms in Nairobi County, Kenya. The study employed descriptive research design. The target population was 258 managers of these firms; from where a sample size of 157 respondents was obtained. Data was gathered using a semi structured questionnaire, administered using drop and pick method. This data was analyse using both qualitative and quantitative approaches where descriptive and inferential statistics were obtained. The study revealed that, each of competitive strategic responses; prospector strategy (p =0.047; β =.159), defender strategy (p =0.022; β =.135), analyzer strategy (p =0.013; β =.224) and reactor strategy (p < 0.01; β = .299) has a significant positive influence on performance of fast-moving consumer goods manufacturing firms in Nairobi County. These strategic responses account for 29.82% of change in performance of FMCG manufacturing firm in Nairobi County.