Exploring retailer marketing strategies for value added bean products in Kenya
Unlike many other Sub-Saharan African countries, for many years Kenya had comparative advantages in the manufacturing of processed bean products. However, for new competitors intending to join the bean processing industry, little is known about marketing strategies for value added bean products. Usi...
| Autores principales: | , , , |
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| Formato: | Journal Article |
| Lenguaje: | Inglés |
| Publicado: |
Brill
2019
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| Materias: | |
| Acceso en línea: | https://hdl.handle.net/10568/102095 |
| _version_ | 1855533940072251392 |
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| author | Nakazi, Florence Babirye, Immaculate Birachi, Eliud Abucheli Ugen, Michael Adrogu |
| author_browse | Babirye, Immaculate Birachi, Eliud Abucheli Nakazi, Florence Ugen, Michael Adrogu |
| author_facet | Nakazi, Florence Babirye, Immaculate Birachi, Eliud Abucheli Ugen, Michael Adrogu |
| author_sort | Nakazi, Florence |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | Unlike many other Sub-Saharan African countries, for many years Kenya had comparative advantages in the manufacturing of processed bean products. However, for new competitors intending to join the bean processing industry, little is known about marketing strategies for value added bean products. Using data from 90 retailers in the Nairobi and Kiambu counties in Kenya, a two-step econometric procedure-multivariate probit and Poisson regression models were applied to analyse retailers’ marketing strategy decisions. Findings show that information sources, cost of marketing, supply modalities, price of products, and quantities handled significantly influenced retailers’ marketing strategy choice. Surveyed retailers applied varying marketing strategies to market value added bean products. There is need for prospective retailers to choose an appropriate mix of strategies to penetrate the dynamic market with a number of value added bean products, and promote local consumption of value added bean products |
| format | Journal Article |
| id | CGSpace102095 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| publisher | Brill |
| publisherStr | Brill |
| record_format | dspace |
| spelling | CGSpace1020952025-03-13T09:44:51Z Exploring retailer marketing strategies for value added bean products in Kenya Nakazi, Florence Babirye, Immaculate Birachi, Eliud Abucheli Ugen, Michael Adrogu kenya beans marketing marketing techniques value added valor añadido Unlike many other Sub-Saharan African countries, for many years Kenya had comparative advantages in the manufacturing of processed bean products. However, for new competitors intending to join the bean processing industry, little is known about marketing strategies for value added bean products. Using data from 90 retailers in the Nairobi and Kiambu counties in Kenya, a two-step econometric procedure-multivariate probit and Poisson regression models were applied to analyse retailers’ marketing strategy decisions. Findings show that information sources, cost of marketing, supply modalities, price of products, and quantities handled significantly influenced retailers’ marketing strategy choice. Surveyed retailers applied varying marketing strategies to market value added bean products. There is need for prospective retailers to choose an appropriate mix of strategies to penetrate the dynamic market with a number of value added bean products, and promote local consumption of value added bean products 2019-09-11 2019-07-08T20:40:32Z 2019-07-08T20:40:32Z Journal Article https://hdl.handle.net/10568/102095 en Open Access Brill Nakazi, Florence; Babirye, Immaculate; Birachi, Eliud & Ugen, Michael Adrogu (2019). Exploring retailer marketing strategies for value added bean products in Kenya. International Food and Agribusiness Management Review, 1-13 p. |
| spellingShingle | kenya beans marketing marketing techniques value added valor añadido Nakazi, Florence Babirye, Immaculate Birachi, Eliud Abucheli Ugen, Michael Adrogu Exploring retailer marketing strategies for value added bean products in Kenya |
| title | Exploring retailer marketing strategies for value added bean products in Kenya |
| title_full | Exploring retailer marketing strategies for value added bean products in Kenya |
| title_fullStr | Exploring retailer marketing strategies for value added bean products in Kenya |
| title_full_unstemmed | Exploring retailer marketing strategies for value added bean products in Kenya |
| title_short | Exploring retailer marketing strategies for value added bean products in Kenya |
| title_sort | exploring retailer marketing strategies for value added bean products in kenya |
| topic | kenya beans marketing marketing techniques value added valor añadido |
| url | https://hdl.handle.net/10568/102095 |
| work_keys_str_mv | AT nakaziflorence exploringretailermarketingstrategiesforvalueaddedbeanproductsinkenya AT babiryeimmaculate exploringretailermarketingstrategiesforvalueaddedbeanproductsinkenya AT birachieliudabucheli exploringretailermarketingstrategiesforvalueaddedbeanproductsinkenya AT ugenmichaeladrogu exploringretailermarketingstrategiesforvalueaddedbeanproductsinkenya |