Stakeholders’ Participation and Marketing Mix of Patriot Superior Gin Manufactured by Agro Chemical and Food Company Limited, Kisumu County, Kenya

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dc.contributor.authorWanyama, Carolyne Ambogo
dc.date.accessioned2021-03-10T13:29:48Z
dc.date.available2021-03-10T13:29:48Z
dc.date.issued2020-09
dc.descriptionA Research Project Submitted to the School of Business in Partial Fulfilment of the Requirements for the Degree of Master of Business Administration (Marketing Option), Kenyatta University, September, 2020en_US
dc.description.abstractOver the years Agro Chemical and Food Company Limited has had products in the market which has done so well but after the introduction of Patriot Superior Gin, a new product on the alcohol beverage market, it has performed so poorly in the market and this is attributed to the fact that the marketing mix of the spirit has not reached the threshold to stand the market forces. Therefore, this study sought to investigate the effects of stakeholders’ participation on marketing mix of Patriot Superior Gin as produced by Agro Chemical & food Company Ltd, Kisumu, Kenya. The specific objectives of the study were to find out the effect of shareholders’ participation; to determine the effect of suppliers’ participation; to assess the effect of customers’ participation; to investigate the effect of distributors’ participation and to examine the effects of employees’ participation on marketing mix of Patriot Superior Gin. The outcome of the study would benefit Alcoholic Beverage industry players; it can be used by marketers in alcoholic beverage industry and other industries in Kenya & East Africa at large in their strategic planning. The government of Kenya (as both the regulatory body and shareholder) will use the study recommendations as an insight for decision making to improve on their performance since marketing is one of the key performance indicators in their performance contracting. The study anchors on McCarthy’s marketing mix theory due to its relevance and direct relationship with independent variables; Product, Price, Promotion, Place and People in addition to Freeman’s Stakeholder Management theory which is relevant and has direct relationship with the dependent variables that include Shareholders, Suppliers, Customers, Distributors & Employees. Agro Chemical and Food Company being a parastatal is tied to the government bureaucracy which does not allow the final decision to be made at the company level but also at the ministry of Agriculture for such approvals on marketing of patriot superior gin. The conceptual framework of the study is based on these theories. The study used survey research design, stratified sampling and purposive sampling techniques. The population size of the study was 538 participants with a sample size of 294 participants. It used questionnaire as the main data collection tool which was designed and tested by researcher for reliability and validity. Content validity was determined by three senior managers, supervisor and peers at ACFC. The questionnaire had sections that collected relevant information for the study. The study employed Cronbach’s Alpha Coefficient to determine reliability of the research instrument with the aid of statistical package for social sciences and 0.7 was obtained. This showed that the research instrument used was reliable. Data analysis was done by use descriptive and inferential statistics. Multiple regression analysis was done. Statistical package of social sciences (SPSS) was used to aid in the analysis. Data presentation was done by the help of tables, figures and narratives. The study revealed that all the stakeholders’ participation is required in the marketing of the patriot gin. The findings of the study revealed that stakeholders’ role and participation on marketing mix is very important and must be involved for the success of sale of Patriot Superior Gin. The study found out that; shareholders, suppliers, customers, distributors and employees were all significant to the marketing mix of Patriot gin. In conclusion, marketing mix tenets blend well with all stakeholders’ participation in order for Patriot gin to sell on the market. The recommendations included improvement in stakeholders’ participation on marketing mix in order to mitigate against marketing strategy implementation and resistance to change.en_US
dc.description.sponsorshipKenyatta Universityen_US
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/21894
dc.language.isoenen_US
dc.publisherKenyatta Universityen_US
dc.subjectMarketing Mixen_US
dc.subjectSuperior Ginen_US
dc.subjectManufactureden_US
dc.subjectFood Company Limiteden_US
dc.subjectKisumu Countyen_US
dc.subjectKenyaen_US
dc.titleStakeholders’ Participation and Marketing Mix of Patriot Superior Gin Manufactured by Agro Chemical and Food Company Limited, Kisumu County, Kenyaen_US
dc.typeThesisen_US
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