Marketing Mix Strategies & Sales Performance of Bixa Orellana among Small Scale Farmers in Kwale County, Kenya

Description

This book seeks to bring out the influence of marketing mix strategies on the sales performance of Bixa among small scale farmers in Kenya. Bixa (Annatto), a natural food-colour, is in high demand in both local and international markets due to its health benefits. The book is underpinned by the Consumer Utility Theory, Theory of Pricing, AIDA Model and Distribution Channel Theory. It touches on critical marketing strategies that influence sales performance including product, pricing, place and promotion strategies and the moderating effect of government policy on Bixa Orellana value chain. Dr. David Kisa seeks to provide practical ways in which stakeholders including farmers, processors, exporters and government work together to develop policies, and regulations that promote Bixa Orellana and other emerging cash crops in the production, processing and marketing in order to a have a positive sustainable impact on farmers’ income and Kenya’s economy.

Dr. David Kisa Cheruiyot holds BSc and MBA from Egerton University and PhD in Business Administration (Marketing) from Kabarak University. Currently, he is the General Manager of Kenya Bixa Ltd. which deals with the development and promotion of Bixa crop, purchase, storage and processing of Bixa seeds into Norbixin/ bixin/ Anatto natural food colors and by-products and marketing the same. He has over twenty-five years’ experience in the agribusiness industry having worked as Farm Manager with Agricultural Development Corporation (ADC), Egerton University, Laikipia University, Technology/Deloraine Farms among others. Dr. Kisa has also been an Agribusiness Consultant and Trainer with various programs in two European Union and SNV Netherlands supported Development programs: Kenya Market Led Development programme (KMDP) – Dairy component and Kenya Rural Development programme (KRDP) – Commercial fodder Production component implemented by Performeter consultants. He is also a member of Institute of Directors of Kenya, Marketing Society of Kenya (MSK), Kenya Institute of Management (KIM) and Federation of Kenya Employers (FKE). Dr. Kisa has published several articles in refereed journals.