Policy and efficiency nuts in agrifood marketing system: a case study of macadamia nuts in Kenya
Muroiga, Wilfred M.
Wanderi, P. M.
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The study sought to assess the efficiency of agrifood marketing system in Kenya, focusing on market concentration, quality control systems, information flow, price policies, margins, promotion and advertising, as well as market organisational structures. To achieve this, the study relied on the world economic triangle model and social marketing theory. The World Economic Triangle Principle was used in providing information on global markets and global value chain, while social marketing theory was used in providing the strategic orientation of macadamia marketing to increase efficiency. 292 respondents were taken from 32 randomly selected markets in the five counties of Embu, Kiambu, Kirinyaga, Murang’a and Nyeri. Each set of questionnaires was tailored to elicit particular information from the respondents who were 162 farmers, 28 middlemen, 7 processors, 30 retailers and 65 consumers. Data from the field was cleaned, coded and saved for processing using SPSS version 20. Both descriptive and inferential statistics were used alongside statistical models such as regression, correlation, Chi Square and ANOVA, in determining the efficiency.Data were categorised into themes and subthemes using thematic content analysis method based on the objectives of the study. Findings from the study showed that lack of proper organisational structures, poor pricing policies, lack of centralised authority for quality control standardisation and certification of macadamia for exports and lack of proper training for traders are some factors of lowering the efficiency.This study recommends proper organisational structures on macadamia systems to be set and good information flow systems be developed to improve efficiency of macadamia marketing system in Kenya. It is expected that, well operationally and efficient developed marketing systems will meet new global marketing models and marketing requirements. Keywords: Efficiency, Agrifood, Marketing System, Macadamia Nuts, Kenya