INFLUENCE OF MARKET AVAILABILITY FACTORS ON THE ADOPTION OF SELECTED MODERN MARKETING PRACTICES AMONG MANGO PRODUCERS IN MAKUENI COUNTY, KENYA

Agricultural Extension

Studies suggest that mango production accounts for 40% of the global fruit production. However, current adoption of modern marketing practices is still low among mango producers. The study sought to establish the factors influencing the levels of utilization of innovative marketing strategies among mango producers in Makueni County. The study used a descriptive survey design targeting 28982 mango producers with a sample size of 395 farmers selected by a stratified random sampling technique. A structured questionnaire was administered, with a reliability coefficient ranging from 0.7 to 0.90. Data was analyzed through SPSS (version 26) tools that yielded descriptive (percentage, frequencies, and modes) and inferential statistics (binary logistic regression). Binary logistic regression analysis indicated a moderately good model fit (Cox & Snell R² = 0.021; Nagelkerke R² = 0.030). Market availability factors, such as competitors’ presence, significantly influenced the adoption of promotional campaigns (B = 1.234, S.E. = 0.502, Wald = 6.050, p = 0.014, OR = 3.43). The results suggested that other factors not included in the model could have influenced marketing practice adoption. The study showed that most producers (92.2%) were involved in farmer-to-farmer marketing at a relatively high level, while 74.7% (high level) were actively involved in local markets. Cooperative marketing was relatively moderate (42.9%) and low (39.9%). Moderate levels of product differentiation were taken up by 39.9% of the producers, although 19.8% of the producers indicated very low adoption levels. The level of branding adoption was moderate for a larger percentage of the producers (59.7%), although few of the producers (5%) ventured into branding at very high levels. Pricing strategies were moderately adopted by 82.3% of the producers. Distribution and promotional campaigns were not as effective; they had relatively low to very low percentages of producers within the respective adopter categories: very low (19.8%) and 34.9% of adopters, respectively, and low (32.8% and 22.5% of low adopters, respectively). Market/export orientation was the least adopted, with 47.7% for the very low category. Therefore, it is essential to improve market availability and accessibility, a key to raising the rates of modern marketing practice adoption. Additionally, there should be proper market structures and optimal value addition procedures.

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