IDEAS home Printed from https://ideas.repec.org/a/ags/ifaamr/292436.html
   My bibliography  Save this article

Exploring retailer marketing strategies for value added bean products in Kenya

Author

Listed:
  • Nakazi, Florence
  • Babirye, Immaculate
  • Birachi, Eliud
  • Ugen, Michael Adrou

Abstract

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.

Suggested Citation

  • Nakazi, Florence & Babirye, Immaculate & Birachi, Eliud & Ugen, Michael Adrou, 2018. "Exploring retailer marketing strategies for value added bean products in Kenya," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 22(5), July.
    • Handle: RePEc:ags:ifaamr:292436
    DOI: 10.22004/ag.econ.292436
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/292436/files/ifamr2018.0073.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.292436?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Farm Management; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:292436. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ifamaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.