Influence of Customer Orientation on the Growth of Manufacturing Firms in Nakuru East and West SubCounties Kenya

: Manufacturing firms have encountered growth challenges registering marginal growth in profits while others have even liquidated. The study examined the influence of customer orientation on the growth of manufacturing firms in Nakuru town Kenya. Resource-Based Theory was used as the basis of the study. A descriptive research design was used with a target population comprising of the sales and general managers in manufacturing firms in Nakuru town Kenya. As such, the respondents of the study were 64 sales and general managers thus prompting a census approach. The study made use of the questionnaire as the main primary data collection method. The instrument was pilot tested to check for the validity and reliability of instrument. The study findings indicated that customer orientation had positive significant relationship with the growth of manufacturing firms. Regression analysis on the other hand showed that customer orientation had significant influence on the growth of manufacturing firms. Based on the study findings, the study recommended that the management should focus on policies that enhance customer satisfactions with their products to enhance their customers' loyalty. On the other hand, the manufacturing firms should have a way of assessing their competitors to enable them enhance their competitive advantage.