Branding Practices for Fresh Fruits and Vegetables, Farmer Characteristics, Operating Environment and Performance of Commercial Farmers in Kiambu County, Kenya

Abstract

The broad objective of this study was to establish the relationship between branding practices (BP) of fresh fruits and vegetables (FFV) and performance of commercial farmers in Kiambu County and the extent to which farmer characteristics and operating environment influenced this relationship. The specific objectives were to: establish the influence of BP of FFV on the performance of commercial farmers; examine the influence of farmer characteristics on the performance of commercial farmers; assess the effect of operating environment on the performance of commercial farmers; establish the influence of farmer characteristics on the relationship between BP of FFV and the performance of commercial farmers; establish the influence of operating environment on the relationship between BP of FFV and the performance of commercial farmers and finally determine the joint effect of BP of FFV, farmer characteristics and operating environment on the performance of commercial farmers. The study hypotheses were derived from the stated objectives. The population of the study consisted of 213 farmers from whom a sample of 140 farmers was drawn. A descriptive cross sectional survey design was used. Data was collected using a semi structured questionnaire and analyzed using both descriptive and inferential statistics. The study established a statistically significant relationship between BP and performance of commercial farmers, farmer characteristics and the performance of commercial farmers and operating environment and performance of commercial farmers. Farmer characteristics had a statistically significant moderating effect on the relationship between branding practices and performance of commercial farmers. The moderating effect of operating environment was not statistically significant. Taken jointly, BP, farmer characteristics and operating environment were found to have a statistically significant effect on the performance of commercial farmers. The study contributes to theory, policy making and enhances managerial practice in relation to marketing in general and branding practices in particular. The study offered further insight into the relationship between branding practices, farmer characteristics, operating environment and performance of commercial farmers. The study was limited by the narrow scope which focused on few constructs and elements within the variables; self reported data with no collaborative evidence and gathering of cross sectional data on BP that take time to yield results. The study recommends that farmers should enhance their abilities and engage in BP to improve their performance. The farmers should always consider relevant environmental factors while making branding decisions. The government should encourage branding of FFV as a means of adding value to the products by putting in place the requisite infrastructure and legislation. Future research should target other fresh agricultural products; increase the variables and constructs being investigated and target other counties with differing social economic and climatic conditions. A study adopting a time series design aimed at gathering continuous data would demonstrate the effect of BP throughout the life cycle of the product and increase objectivity in the collected data