A STUDY ON THE INFLUENCE OF MANAGERS' COMMITMENT AND KNOWLEDGE ON COFFEE EXPORT PERFORMANCE IN KARNATAKA


Movina Kumara N P, Prof. Nagendra Babu K
Department of Studies in Commerce, Manasagangothri University of Mysore, Mysore
Abstract
The present study examines the influence of managers’ commitment and managers’ knowledge on coffee export performance in Karnataka State, which is the leading coffee-producing and exporting state in India. The study was undertaken to understand how managerial factors contribute to export growth, competitiveness, and sustainability in the highly competitive global coffee market. Karnataka plays a vital role in India’s coffee economy, with major coffee-producing districts including Chikkamagaluru, Kodagu, and Hassan contributing significantly to production and exports. The study adopted a descriptive analytical research design and primary data were collected through a structured questionnaire using a five-point Likert scale. A total of 96 organized active green coffee exporters were selected from the Database on Indian Coffee Exporters published by the Coffee Board of India using the Yamane sampling technique. The collected data were analyzed with the help of regression analysis using SPSS software. The findings revealed that managers’ commitment has a significant influence on coffee export performance, particularly in areas such as timely delivery, relationship building with international buyers, communication efficiency, operational improvement, adaptability to market changes, and participation in international trade fairs. Similarly, managers’ knowledge regarding coffee varieties, quality standards, international market trends, logistics management, pricing mechanisms, and international trade agreements positively influenced export performance. The study also identified certain challenges related to export documentation, customs regulations, and communication barriers that negatively affected export efficiency. The results emphasize that managerial commitment and knowledge are critical determinants of export success in Karnataka’s coffee sector. The study concludes that coffee export firms should focus on strengthening managerial capabilities through training, market awareness, and strategic export practices to improve international competitiveness, sustainability, and long-term growth in the global coffee market.
Keywords: Managers’ Commitment, Knowledge, Coffee, Export Performance, Karnataka
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)

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Published on : 2026-05-24

Vol : 13
Issue : 5
Month : May
Year : 2026
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