Effect of Marketing Strategies on the Dairy Value Chain Returns and Food and Nutrition Security in Bungoma County, Kenya

Abstract

Dairy farming is ranked highly among the agricultural enterprises in Bungoma County due to its potential to enhance food security and alleviate poverty. Despite the huge livestock resource base, the poverty index for Bungoma County remains high (53%). The study investigated the Effect of Marketing Strategies on the Dairy Value Chain Returns and Food and Nutrition Security in Bungoma County, Kenya. This study was anchored on Porter's Value Chain theory. The study adopted correlational research design. The sample size comprised of seven hundred and eleven (711) respondents representing key dairy value chain actors. Respondents were sampled using random, census and purposive sampling. The study used semi-structured questionnaires, key informant interview schedules, focus group discussion and observation schedules to collect primary data. A Pilot study was carried out in Kimilili Sub-County and then sets of data analysed using Cronbach alpha method which yielded an alpha value of 0.824. Validity of research instruments was tested using content, construct and face validity. The data obtained was analysed using descriptive and inferential statistics. The study found informal marketing of dairy products was common among dairy farmers. Other marketing strategies were cooperative societies and contract marketing. Marketing strategies were influenced by price, access to market, availability of market information and demographic characteristics. On food security and nutrition, the months they faced severest food shortage were between January and March, as well as between April and June. The households were not able to eat the kinds of foods preferred, ate fewer meals in a day and spent whole day and night without eating anything. There was significant relationship between marketing strategies and dairy value chain returns on food and nutrition security with marketing strategies significantly explaining 27.3% of the variations in the food and nutrition security. The study concluded that marketing strategies of dairy products has significant effect on food and nutrition security. The study therefore recommends concerted effort to improve returns from informal marketing to facilitate food security and sustainable development