Influence of marketing innovation on the performance of coffee cooperatives in Kenya

Peter Ngibuini Kuguru, Jan-Erik Jaensson and Kinyanjui Nganga
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Peter Ngibuini Kuguru: Open University of Tanzania, United Republic of Tanzania
Jan-Erik Jaensson: Assoc. Prof., Open University of Tanzania, United Republic of Tanzania
Kinyanjui Nganga: Ph.D., University of Nairobi, Nairobi, Kenya

International Journal of Business Ecosystem & Strategy (2687-2293), 2022, vol. 4, issue 4, 83-88

Abstract: The purpose of the study was to assess the influence of marketing innovation on the performance of coffee cooperatives in Kenya. A descriptive research design was applied. The target population of this study was 525 coffee cooperative societies in Kenya registered with the Commissioner for Cooperatives and licensed by AFFA (Coffee Directorate) as of 30th of October 2016. The sample size was 227 respondents. Structured questionnaires were used to collect primary data from the selected respondents. The results revealed that marketing innovation and performance are positive and significantly related (?=0.674, p=0.001). This implied that significant changes in product design and packaging led to a positive change in the performance of coffee cooperatives. The study affirms that to improve performance by targeting the customers, constant improvements in how the company promotes its new products to capture the attention of new customers is a key aspect to be considered. The study recommends the management employ skills in developing clear operating procedures to run the business successfully, coordinate different areas of the business to achieve results and the ability and design jobs to suit staff capabilities and interests.

Keywords: Marketing innovation; Performance; Coffee cooperatives (search for similar items in EconPapers)
Date: 2022
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