EFFECT OF SOCIO-CULTURAL PRACTICES ON PERFORMANCE OF WOMEN OWNED SMALL AND MEDIUM ENTERPRISES IN KISII TOWN, KENYA: A MODERATING ROLE OF ENVIRONMENTAL DYNAMISM

The purpose of this study was to assess the effect socio-cultural practices on performance women owned Small and Medium Enterprises in Kisii Town, Kenya: a moderating role environmental dynamism. specific objectives included to; examine literacy level women, traditional religion SMEs, analyze dynamism relationship between small medium enterprises town. design descriptive survey with target population 427 A stratified random sampling technique approach, Krejcie Morgan table 1970 used calculate sample size where 205 sampled. questionnaire for data collection. Data analyzed using statistical techniques, multiple regressions coefficient correlation done SPSS 20.0 package. three independent variables significantly affected SMEs. However, moderator (Environmental dynamism), jointly explained SMEs higher variation. F-value significant at 5 percent confidence, indicating that overall regression model is significant. B value Entrepreneurial literacy, Religion were all positive. Thus, rejection null hypotheses study. This implied amidst forces accruing from social cultural which would either be barriers or enhancers business remains key ameliorating based theory by Max Weber Preference Theory. Women entrepreneurs should strategically monitor focused others consonance potentiate Key Words: Environmental Dynamism, Socio-Cultural Practices Performance CITATION: Amunga, D. P., Okumu, F. O., Ngacho, C., & Onyango, R. (2021). Effect T he Strategic Journal Business Change Management, 8 (4), 422 – 437.