The extent of use of marketing mix variables in the sugar industry in Kenya

Abstract

The study had two major objectives. The first objective sought to determine the extent to which marketing variables are applied by the sugar industry in Kenya. The second objective sought to identify the constraints experienced by the sugar firms in the application of the variables. Data was mainly gathered through structured questionnaires and analyzed through mean scores and percentages. The findings have brought out several pertinent issues. The sugar Industry in Kenya applies the marketing mix variables but to a little extent. Product, pricing and promotion are least applied as opposed to place or distribution which is applied to a large extent. It was found out from the survey that privately owned sugar companies practice marketing to a larger extent compared to the government owned companies. The challenge therefore, is for the sugar companies to intensify their marketing practices to match the increased competition especially from the COMESA(Common Market for Eastern and Southern Africa) region and the International markets. Product development or building strong brands can only be successful through the application of marketing variables to a large extent. The respondents however indicated that they are facing a number of constraints in the application of the marketing variables. Some of the constraints experienced includes; cost of production, polities and Government legislation and the fast changing trends in technology. While some of the constraints are external, therefore not under the control of sugar firms, the industry should however strive to counter them.