The Influence of Marketing Strategies on the Level of Performance of Co-Operative Societies: A Survey of Farmers’ Co-Operative Societies in Marakwet Sub-Counties, Kenya

This research study investigated the influence of marketing strategies on the level of performance of selected Farmers’ Co-operative Societies (FCS) in Marakwet Sub-Counties of Kenya. The marketing strategies were the sorting, grading and value addition activities done by the four selected FCSs whereas level of performance was exemplified in the annual turnover for the FCSs. The study was conceived to help stem the decline in earnings by the FCSs in Marakwet Sub-Counties. The study was conducted between June and July 2013 through a survey of four FCSs; Kaptich, Kapyego, Kapsait and Arror FCS with a total membership of 723 members. The study employed purposive sampling technique and stratified sampling technique (on the basis of staff, FCS management & FCS members) for sampling with a sample size of 77 drawn from the three strata. Questionnaires were the main tool for data collection. Data analysis was through inferential analysis, specifically utilizing the correlation technique to establish an influence of marketing strategies and their impacts on the FCS level of performance and data presented in tables, charts and graphs. The study established that the sorting, grading and value addition marketing strategies play a great role in determining the level of performance of FCSs. It is hence recommended that both the Department of Co-operative together with relevant stakeholders train the FCSs managements and its members on the various aspects of produce sorting and grading to ensure uniformity of the produce marketed. The results of this study indicate that there is no value addition currently taking place neither at the FCS nor farmer levels. This study recommends that studies be carried out on the impact of value addition in milk and horticulture on the level of performance of FCSs for a start since there exists many opportunities of value addition in these value chains.