Marketing Determinants Influencing Adoption of Agricultural Machinery Among Smallholder Maize Farmers in Kenya

It is widely recognized that agricultural mechanization can significantly transform the productivity of smallholder farming systems in sub-Saharan Africa. However, the level of adoption remains very low despite various policy initiatives and donor-funded programs. This study examined the marketing determinants influencing the adoption of agricultural machinery by smallholder maize farmers participating in the Machinery Ring Project in Bungoma County, Kenya. The research used a cross-sectional design employing both quantitative and qualitative methods to explore social and economic attributes, market conditions, and farmers’ adoption behavior. A total of 1,000 farmers were surveyed, and 150 respondents were selected through a stratified random sampling method proportionate to the size of the population. Primary data were collected using semi-structured questionnaires. Data analysis involved descriptive and inferential statistics conducted with SPSS (v.23). The study employed multiple linear regression to assess how product information, product price, event marketing, and face-to-face marketing influenced machinery adoption. The results indicated that face-to-face marketing (β = 0.456, p < 0.001), product information (β = 0.216, p = 0.018), and event marketing (β = 0.174, p = 0.038) are significant drivers of adoption. Conversely, product price (β = 0.026, p = 0.745) was not statistically significant. The findings suggest that cost is not the primary factor in the decision to mechanize. The study concludes that enhancing farmer-centered marketing communication, digital extension services, and a cooperative-based service model will be effective in accelerating inclusive mechanization and sustainable transformation in Kenya.