A survey on the application of promotion mix in the agrochemical industry in Kenya

Abstract

The survey was conducted to establish the application of promotion mix elements in the agrochemical industry in Kenya. With increased competition among the agrochemical firms following the liberalization of the Kenyan economy, misuse of pesticides is on the increase and there is a rise on adulterated pesticides in the market. The objectives of this study were, to establish promotional mix elements used by agrochemical firms in Kenya, determine among the agrochemical firms, the extent of use of the promotion mix elements, the objective of each of the promotion mix elements, and the factors that influence the choice of promotion mix. In this study it was found that all the agrochemical firms in Kenya use all the promotion mix elements, with personal selling being most preferred. The main objectives of personal selling were to obtain information, increase new accounts and to educate customers. In addition, majority of the companies used advertising to inform, whereas sales promotion was used to increase the number of users. Publicity and public relations was also considered important in increasing awareness and increasing sales volume. With direct marketing, majority of the firms considered gaining access to buyer as the most important objective. The tools used to a large extent in advertising are newspapers and magazines with limited use of television, cinema, and outdoor advertising. Trade fairs and shows are the tools commonly used in sales promotion. Among the factors influencing the choice of promotion mix were identified as the type of product, availability of funds, company strategy, market competition and regulatory requirements. The study shows that the agrochemical firms in Kenya require to increase the use of various promotion elements to increase awareness, neutralize competition and improve their company image. It is suggested that, further research could be carried out to establish the methods used to determine the promotion budget, the effectiveness of the promotion mix currently in use, and the nature of promotion mix used by other members of the Agrochemical Association of Kenya.