DOI: 10.36347/sjahss.2016.v04i06.012

Pages: 700-703

Public expenditure in education has either remained stagnant or shrunk in real terms in most developing countries over the past years despite the significant fiscal resource allocation to education. Although current education reform policies in Kenya encourage potential contributions of households and private sector players, the issues affecting private sector investment in secondary education have not been assessed adequately. The purpose of this study is to establish the influence of selected marketing strategies on the growth of private secondary schools. Specifically, the study attempted to establish the influence of differentiation strategy on growth of private secondary schools. The study found that differentiation strategy influenced the growth of the private secondary schools Further, on carrying out hypothesis testing, all the null hypothesis were rejected and it was concluded that differentiation has some significant influence on growth of private secondary schools. The study recommends that the strategy should be enhanced with the involvement of all staff if they have to be effective. Further, customer perspectives and perceptions must be continuously assessed in order to develop marketing strategies that are effective in attracting higher enrolment rates in the private schools.