MODERATING EFFECT OF OPERATING ENVIRONMENT ON THE RELATIONSHIP BETWEEN BRANDING PRACTICES OF FRESH FRUITS AND VEGETABLES AND PERFORMANCE OF COMMERCIAL FARMERS
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 5, Issue 7
Abstract
The objective of this study was to establish the moderating effect of operating environment on the relationship between branding practices of fresh fruits and vegetables and performance of commercial farmers in Kiambu County, Kenya. 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 found that operating environment did not have a statistically significant moderating effect on the relationship between branding practices 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, gathering of cross sectional data and a localized population. The study recommends that farmers should enhance their abilities and engage in value addition initiative such as branding practices irrespective of the operating environment to improve their performance. To increase objectivity and the level of generalization of the findings, future research should target other fresh agricultural products; increase the variables and constructs being investigated, target other counties with differing social economic and climatic conditions and adopt a time series design to gather continuous data on study variables throughout the product’s life cycle.
Authors and Affiliations
Dr. Isaac Micheni Nkari (PhD)| Lecturer in the Department of Business Studies, Chuka University, Kenya. Tel. +254722978836. Box 64687 Code 00620 Nairobi Kenya
Keywords
Related Articles
- EP ID EP10820
- DOI -
- Views 354
- Downloads 15
THE DIFFUSION OF AN AUTHORITARIAN INNOVATION IN THE IMPLEMENTATION OF THE E-ACCOUNTING IN MEXICO
Aproblem that affects several countries in the world is the low tax collection. According to the Organization for the Cooperation and Economic Development, Mexico has a low tax revenue despite the fact that its income...
THE IMPACT OF THE PROGRAM LIKING AND THE COMMERCIAL’S POSITION IN RELATION TO THE PROGRAM ON THE EVALUATION OF TELEVISION COMMERCIALS BY CHILDREN
It is to better understand the circumstances in which the media context impacts on the evaluation of advertisements interrupting it that we tested the interaction between "Advertisement’s Position in Relation to the...
THE IMPACT OF IMPLEMENTING CUSTOMER RELATIONSHIP MANAGEMENT IN UMNIAH MOBILE COMPANY JORDAN
This paper has been devoted to an important perception which has dominated the business world in recent years known as Customer Relationship Management (CRM) and its implementation .Customer Relationship Management (...
GENDER EFFECTS ON ENTREPRENEURIAL ORIENTATION AND VALUE INNOVATION: EVIDENCE FROM PAKISTAN
The research objective of the study is to investigate the gender effects on entrepreneurial orientation and value innovation in young entrepreneurs in Pakistan. Moreover, the study analyzes the role of entreprene...
STATUS OF EXPERIENTIAL INTEGRITY IN HIGHER EDUCATION AND ITS IMPLICATIONS FOR EDUCATIONAL TRANSFORMATION
This research dealt with the status of experiential integrity in higher education where implications for educational transformation were set as reflections. It investigated the status of experiential exchange, and con...