Application of the 4 Ps Marketing Mix by Micro and Small-Scale Traders in Kenya. Impact on Household Incomes
Application of the 4 Ps Marketing Mix by Micro and Small-Scale Traders in Kenya. Impact on Household Incomes

Summary/Abstract: This article examines the application of the four Ps marketing mix by micro and small-scale traders (MSTs) dealing in fresh (fruit and vegetable) produce in Kenya. The study was necessitated by the need to explain un improved living standards of the traders despite thousands of Kenyans doing business in this sector. Survey research design was adopted, and stratified random sampling techniques were employed to draw 150 respondents from among the traders in the residential estates, and the main marketing the city of Nakuru, Kenya. Structured questionnaires were used in data collection. Descriptive statistics and regression modeling were applied in analyzing the data. The results indicate that MSTs in the produce industry in Kenya, pay attention to all the 4 Ps marketing mix, i.e., promotion, place, price and product, and, in that order of increasing importance. Yet among these strategies, price and product are the most important determinants of household income. Additionally, bigger MSTs are more likely to experience increase in household income than their smaller counter parts. Finally, the average MST in the produce industry perceives that their household income has increased because of the business.

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