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INFLUENCE OF ACCESS TO MARKET INFORMATION ON MARKETING CHANNEL CHOICE OF TEA IN ACHIEVING PROFIT MAXIMIZATION AMONG TEA FARMERS: A CASE OF KENYA TEA DEVELOPMENT AUTHORITY (KTDA) ABERDARE REGION, KENYA


Naftaly Kamau Mwangi , Dr. Vivian Cherono , Ruth Kanyaru
Student, Kenya Methodist University
Abstract
This paper investigated how access to market information influences marketing channel choice of tea in achieving profit maximization among Tea farmers in Kenya. The research design methodologies are presented. The made use of the descriptive research design to come up with the relevant data for analysis. The target population of 40 respondents was drawn from the management staff of the Kenya Tea Development Authority (KTDA) marketing subsidiaries. The study employed stratified sampling technique in the selection of the study sample. A sample of 38 respondents was arrived at using the Solvin’ formula. Data was collected using questionnaires and analysed using SPSS. The results show that there is no significant relationship between access to marketing information and the marketing function of processed tea in achieving profit maximization among Tea farmers in Kenya. Following this the study recommended that In order enhance profitability of marketing channels, Kenya Tea Development Authority (K.T.D.A) should encourage agricultural group formation for tea farmers so as to exploit social capital in marketing plus knowledge dissemination among the tea farmers.
Keywords: Market Information, Marketing channel, Tea farmers, Profit Maximization
Journal Name :
EPRA International Journal of Multidisciplinary Research (IJMR)

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Published on : 2021-07-04

Vol : 7
Issue : 7
Month : July
Year : 2021
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