EFFECTS OF MARKETING PROCESSES ON PERFORMANCE OF COFFEE INDUSTRY IN KENYA
Abstract
This study sought to determine the factors affecting the performance of the coffee industry in Kenya with a case study of Mathira Constituency. The study sought to find the existing linear relationship between the factors affecting the coffee industry and performance of the coffee industry. The factors that were considered included type of samples, level of sweeping and typr of cartels. The study was grounded on game theory, signaling theory, innovation and R&D model and product quality model. Mixed mode research approach was used which consisted of the descriptive research design and correlation research design. Simple random sampling technique was used and the sample consisted of 385 respondents out of a population of 26,000 farmers. The study involved a primary data collection from the coffee farmers and the coffee cooperative society managers. The collected data was edited, coded, keyed in and analyzed using Statistical Package for Social Sciences (SPSS). The study concluded that concluded that marketing process have appositive and significant influence coffee industry performance. This was guided by the findings that revealed that 67.90% of the respondents agreed and strongly agreed that marketing process played a significant role in the performance of coffee industry. The regression analysis showed that an increase in 0.162 in marketing process will have a corresponding increase of a unit in performance of coffee sector in Kenya. The study also concludes that to obtain an efficient working coffee industry a lot should be done as far marketing is concerned. The study also concludes that there exist a positive relationship between marketing process and performance of coffee industry in Kenya.
Key words: Marketing Processes, Performance, Mathira Constituency, Coffee Industry
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DOI: http://dx.doi.org/10.61426/sjbcm.v3i2.246
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