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Market Research in Kenya: Azuri Health Ltd

In: Handbook of Applied Market Research and Personnel Services at Universities

Author

Listed:
  • Justus Munyoki

Abstract

This case study is based on Azuri Health Ltd, a small company in Kenya that specializes mainly in the manufacture of dried fruit and flours. The company was started in 2010 and currently has 15 employees. It buys fruits, especially mangoes from farmers, processes them and markets them in- and outside of Kenya as dried fruits. This value addition enhances the shelf life of the products which would otherwise spoil within a few days after ripening.

Suggested Citation

  • Justus Munyoki, 2018. "Market Research in Kenya: Azuri Health Ltd," Handbook Chapters, in: Francis Boachie-Mensah & Justus Munyoki & Udo Scheuer (ed.), Handbook of Applied Market Research and Personnel Services at Universities, edition 1, pages 29-42, German African University Partnership Platform for the Development of Entrepreneurs and Small/Medium Enterprises.
  • Handle: RePEc:sau:gauphc:amps:029-042
    DOI: 10.18418/978-3-96043-065-0_3
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    More about this item

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General

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