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Challenges Affecting Marketing of Horticultural Produce

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Challenges Affecting Marketing of Horticultural Produce CHALLENGES AFFECTING MARKETING OF HORTICULTURAL PRODUCE IN KENYA: MANGO FRUITS IN MASONGALENI WARD OF KIBWEZI CONSTITUENCY BY Bernadette M. Nzioki D133/CTY/PT/22422/2012 A RESEARCH REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF EXECUTIVE MASTERS IN BUSINESS ADMINISTRATION IN THE SCHOOL OF BUSINESS OF KENYATTA UNIVERSITY NOVEMBER 2013 DECLARATION This research report is my original work and has not been presented for a degree in any other university or for any other award. Signature……………………………... Date……………………………… Bernadette M. Nzioki D133/CTY/PT/22422/2012 This research report has been submitted with my approval as university supervisor: Signature …………………………….. Date …………………………… Mr. Robert Nzulwa Business Administration Department Kenyatta University This research report has been submitted with my approval as the chairman of the Department: Signature ………………………. Date ………………………….. Dr. Stephen Makau Muathe Business Administration Department Kenyatta University ii DEDICATION I dedicate this research project to my grandchildren; Shani, Legend, Israel, Ezra, Azaria and Maingi Jnr. whose innocent smiles and hugs gave me the motivation and the psyche to undertake this project. May they grow to be wise and knowledgeable to serve God and humanity. iii ACKNOWLEDGMENT I wish to acknowledge the Public Service Commission of Kenya for sponsoring my Executive MBA programme. I also appreciate my supervisor, Mr. Robert Nzulwa for guiding me in writing of the research project report and all my lecturers and classmates for their support and encouragement without which this project would not have been a success. I thank individuals and institutions who contributed immensely to the success of this project particularly Mr. George Kamamia from the district agricultural office, Kibwezi and James Njeru from Jomo Kenyatta University of Agriculture and Technology. I am also grateful to my family for their unwavering support during the entire period. Finally i thank God for giving me good health and wisdom to carry out this project. iv TABLE OF CONTENTS DECLARATION ............................................................................................................... ii DEDICATION .................................................................................................................. iii ACKNOWLEDGMENT .................................................................................................. iv TABLE OF CONTENTS .................................................................................................. v LIST OF TABLES .......................................................................................................... vii LIST OF FIGURES ....................................................................................................... viii LIST OF PLATES ............................................................................................................ ix LIST OF ABBREVIATIONS AND ACRONYMS ........................................................ x DEFINITION OF TERMS .............................................................................................. xi ABSTRACT ..................................................................................................................... xii 1.0 BACKGROUND TO THE STUDY ........................................................................... 1 1.1 Introduction ............................................................................................................ 1 1.2 Statement of the Problem ....................................................................................... 2 1.3 General Objective................................................................................................... 3 1.4 Specific Objectives................................................................................................. 3 1.5 Research Questions ................................................................................................ 3 1.6 Significance of the Study ....................................................................................... 4 1.7 Scope of the Study ................................................................................................. 4 2.0 LITERATURE REVIEW ........................................................................................... 5 2.1 Review of Past Studies ........................................................................................... 5 2.2 Critical Review of Major Issues ........................................................................... 14 2.3 Conceptual Framework ........................................................................................ 15 2.4 Summary and gaps to be filled ............................................................................. 16 3.0 METHODOLOGY .................................................................................................... 17 3.1 Introduction .......................................................................................................... 17 3.2 Research Design ................................................................................................... 17 3.3 Target Population ................................................................................................. 17 3.4 Sampling Design .................................................................................................. 17 v 3.5 Data Collection Procedure ................................................................................... 17 3.6 Data Analysis and Presentation ............................................................................ 18 4.0 RESULTS AND DISCUSSIONS ............................................................................. 19 4.1 Introduction .......................................................................................................... 19 4.2 Marketing of horticultural produce ...................................................................... 19 4.3 Factors affecting marketing of Mango fruits in Masongaleni ward ..................... 21 5.0 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ........................... 34 5.1 Introduction .......................................................................................................... 34 5.2 Summary .............................................................................................................. 34 5.3 Conclusion ........................................................................................................... 35 5.4 Recommendations ................................................................................................ 36 5.5 Suggestion for further studies .............................................................................. 36 REFERENCES ................................................................................................................ 37 APPEDICES .................................................................................................................... 40 Appendix 1: Research authority letter........................................................................ 40 Appendix 2: Location ................................................................................................. 41 Appendix 3: Questionnaire ........................................................................................ 42 Appendix 4: Budget ................................................................................................... 47 vi LIST OF TABLES Table 1: Target Population and Sample size obtained ........................................................ 18 Table 2: Rating of middlemen, education/training, pricing and road network on how they affect marketing of mango fruits. ........................................................................................ 22 Table 3: The level of education of mango market players .................................................. 26 Table 4: Mango fruits prices in pieces and kilogram .......................................................... 29 Table 5: Mango fruits quantities in pieces and kilogram .................................................... 30 vii LIST OF FIGURES Figure 1: Conceptual framework on the marketing of horticultural produce in Masongaleni ward, Kibwezi constituency. ............................................................................................... 15 Figure 2: The percentage of the middlemen, farmers, exporters and District Agricultural Officer (DAO) in Masongaleni ward of Kibwezi constituency .......................................... 23 Figure 3: The percentage of mango fruit price setters......................................................... 24 Figure 4: Main marketing places for mango fruits by middlemen and farmers .................. 32 Figure 5: The mode of transport and the percentage of mango produce transported to the market .................................................................................................................................. 33 viii LIST OF PLATES Plate 1: A farmer holding a mature apple Mango variety. .................................................. 20 ix LIST OF ABBREVIATIONS AND ACRONYMS ABD - Agricultural Business Development COM Commission DAO - District Agricultural Officer FAO - Food Agricultural Organization GoK - Government of Kenya HCDA - Horticultural Crops Development Authority ICRAF - World Agro forestry Centre IDMS - Institution Development & Management Services IFAD - International Fund for Agricultural Development
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