Justus Munyoki, Isaac Nkari
The objective of this study was to establish the influence of branding practices of fresh fruits and vegetables on performance of commercial farmers in Kiambu County. The population of study consisted of 213 commercial farmers of FFV in Kiambu County. The study adopted stratified random sampling in which 140 farmers were sampled from the seven sub-counties in Kiambu County. The study adopted a descriptive cross sectional survey design. Data was collected using a semi structured questionnaire and analyzed using both descriptive and inferential statistics. The study established a statistically significant relationship between branding practices and performance of commercial farmers. It was observed that majority of the farmers had not fully adopted branding practices and therefore didn’t benefit from branding. The study was limited by focusing on few constructs within the variables; relying on self reported data with no collaborative evidence and gathering cross sectional data on branding practices that take time to yield results. The study recommends that farmers should engage in branding practices for their fresh produce to improve performance. The government should encourage branding of fresh fruits and vegetables as a means of adding value to the products by putting in place the requisite infrastructure and legislation. Future studies should target other fresh agricultural products; increase the variables and constructs being investigated and target other counties with differing social economic and climatic conditions. A study designed with farmer characteristics as the independent variable and branding practices as dependent variable would add new dimensions to observed interactions and unveil extra relationships. A study adopting time series design would demonstrate the effect of branding practices throughout the life cycle of the product and increase objectivity in the collected data.
Key words: Branding Practices, Commercial Farmers, Fresh Fruits and Vegetables, Performance of Commercial Farmers.