Browsing by Author "KENNETH WILFRED KATHURIMA MBAYA"

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    FACTORS AFFECTING THE MARKETING OF DAIRY PRODUCTS: A CASE STUDY OF SPIN KNIT DAIRY LIMITED
    (management university of africa, 2022-11) KENNETH WILFRED KATHURIMA MBAYA
    The purpose of this study was to determine factors affecting the marketing of dairy products concerning Spin Knit Dairy Limited. This study was guided by objectives which were to determine the effects of quality, government policy, storage capacity, and market structure on marketing. This research brings out the comparison of another research studies done on this topic. The research independent variables show the gaps that exist between the past studies and the room that requires further study. The critical review of the research indicates the major concept behind the determinants of the independent variable. The target population size of 120 employees was targeted from which a sample size of 60 was chosen. The research adopted a descriptive research design, and the data was collected mainly from primary sources namely interview schedules and administering questionnaires. The research used open-ended and closed-ended questions in carrying out the research. A stratified random sampling technique was used as it gave an equal chance for each element to be chosen. A stratified technique was chosen due to the heterogeneous nature of the elements of the sample size. The data analysis procedure applied a qualitative and quantitative technique that involved descriptive statistical methods namely percentages and frequencies. In the findings, it was noted that storage capacity that is required in facilitating the marketing of material, and staff training developed by marketers gives an upper hand to be awarded the materials. Market structure minimizes the cost of maintenance and repair of products. Government policy provides the guidelines to be followed in the industry. Future researchers should research the wider applicability of achieving excellence principles on the make-up and management of market activities.