moderating effect of operating environment on the relationship between branding practices of fresh fruits and vegetables and performance of commercial farmers

Abstract

The objective of this study was to establish the moderating effect of operating environment on the relationship between branding practices of fresh fruits and vegetables and performance of commercial farmers in Kiambu County, Kenya. The population of the study consisted of 213 farmers from whom a sample of 140 farmers was drawn. A descriptive cross sectional survey design was used. Data was collected using a semi structured questionnaire and analyzed using both descriptive and inferential statistics. The study found that operating environment did not have a statistically significant moderating effect on the relationship between branding practices and performance of commercial farmers. The study was limited by the narrow scope which focused on few constructs and elements within the variables; self-reported data with no collaborative evidence, gathering of cross sectional data and a localized population. The study recommends that farmers should enhance their abilities and engage in value addition initiative such as branding practices irrespective of the operating environment to improve their performance. To increase objectivity and the level of generalization of the findings, future research should target other fresh agricultural products; increase the variables and constructs being investigated, target other counties with differing social economic and climatic conditions and adopt a time series design to gather continuous data on study variables throughout the product’s life cycle.