Influence of Generic Strategies on Student Attraction by Church Based Schools in Kenya (A Case Study of CITAM Schools)

Purpose: This study focused on assessing the influence of generic strategies on student attraction by church-based schools in Kenya with a case study of Christ Is the Answer Ministry schools. It is guided by the subsequent definite objectives; to determine the influence of Cost leadership strategy, focus strategy and Differentiation strategy on student attraction by church-based schools in Kenya. Methodology: The study has used descriptive cross-sectional design. The management personnel and teachers were the target population for the exercise which were limited to ten schools owned by CITAM. Primary data was collected using semi-structured questionnaires containing both open ended and close ended questions. The questionnaires were to be administered through a drop and pick method. Qualitative analysis was done on the information collected from the results of the questionnaires. Quantitative analysis includes descriptive statistical technique. Descriptive statistics compliments the use of frequencies, mean and percentages that was summarized and presented using tables, graphs and charts. The data was analysed with the aid of a linear regression model from an SPSS analysis tool. Findings: The study established that differentiation strategy and focus strategy had a positive and influence on student attraction by church based schools in Kenya as shown by beta values of 0.983 and 0.364 and significant values of 0.000 and 0.000 respectively. This bears the implications that increasing aspects either differentiation strategy or focus strategy with one unit results to increase in the levels of on student attraction with respective beta units. Cost leadership strategy on the other hand had a negative influence on student attraction by church based schools in Kenya as shown by a beta value of -0.002. On differentiation strategy, the study recommends prioritizing technological leadership is crucial in creating a modern and innovative learning environment that resonates with the preferences of contemporary students, enhancing customer care should be a central focus for church-based schools to create a supportive and nurturing educational community and expanding market share is essential in reaching a broader audience and establishing the school's unique value proposition within the educational landscape. Unique contribution to theory, practice and policy: On focus strategy, the study recommends, prioritizing targeted market segmentation is essential in catering to the unique needs and preferences of specific student groups, the focus on academic performance should remain a central priority in enhancing student attraction to church-based schools and strategic media advertisements play a crucial role in raising awareness and visibility of the unique educational offerings and values-based learning environment offered by church-based schools.