Relationship between Price Focus Positioning and Market Performance of Insurance Firms in Kenya

In the increasingly competitive insurance industry, firms are under pressure to adopt pricing strategies that enhance customer appeal and improve market outcomes. In Kenya, insurance companies face stiff competition from international providers and banc-assurance products offered by commercial banks, which has contributed to shrinking market share, declining penetration rates, and weakened overall performance. This study examined the relationship between price focus positioning and market performance among insurance firms in Kenya. Guided by Market-Based View theory, the study applied a mixed-method approach, incorporating both correlational and cross-sectional designs. The target population included 220 senior managers across 55 insurance firms registered with the Insurance Regulatory Authority (IRA). A census method was employed, and data were collected through structured questionnaires. The instrument underwent validation through expert reviews to ensure face, content, and construct validity, and a pilot test produced a Cronbach’s Alpha of 0.795, confirming its reliability. Descriptive statistics such as means and standard deviations were used to summarize the data, while simple linear regression tested the hypothesized relationship. The findings indicated that price focus positioning had a significant positive influence on market performance (β = 0.689, p