Abstract:
The purpose of this study was to access the factors that influence the growth of the small and medium
enterprises (SMES). The specific objectives of the study were to identify factors influencing growth oriented
enterprises, to identify challenges facing women in the growth oriented enterprises specifically on beauty care
and make recommendations on how growth oriented enterprises could be improved. Despite the provision of
finances by the government women entrepreneurs in urban areas do not seem to grow and expand their
businesses (researcher’s observation). The study sought to determine factors that hinder growth of these
enterprises with special interest on beauty care. The study was carried out in Thika Municipality which is an
urban area within the Central province. In this research exploratory research design and descriptive survey
design were adopted because there is no prior data that has been collected on the factors that lead to lack of
growth of the beauty enterprises in the region. The study population constituted 700 beauty cares in Thika
Municipality. Stratified sampling and simple random sampling was used to draw the sample of the study .A
sample of 70 enterprises was used. Data was analyzed using both qualitative and quantitative methods.
Descriptive and inferential statistics strategies were used .Data was interpreted and presented by use of visual
aids that is Pie charts, bars graphs and tables. In terms of recommendations, the findings of the study
suggested that the government and Non-Governmental programmes to work on special modalities on business
incubators where women entrepreneurs will be trained on various business skills and nascent entrepreneurs
will be nurtured. Women also require to be assisted to improve the productivity and competitiveness of their
businesses. To increase their productivity and competitiveness they need to put some of the business income
back into enterprise. This practice will guarantee specialization and hence profitability sustainable vertical
growth in the long run. Women multiple roles and early socialization which have has conditioned women
entrepreneurs to adopt household-centred business strategy rather than the business-cantered strategies have
negatively affected their investment choices and growth strategies. Government and Non-Governmental
programmes to sensitize women entrepreneurs to move away from stereotypic business activities are required.
