Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/294476 
Year of Publication: 
2023
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 10 [Issue:] 2 [Article No.:] 2218683 [Year:] 2023 [Pages:] 1-15
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
Competitive pressure has resulted in fierce competition among agro-dealer businesses, with market share margins being divided among industry parti-cipants. This paper empirically investigates the main competitiveness drivers in Kenyan agro-dealer businesses. The study employed an exploratory research design, with primary data collected via face-to-face interviews from a sample of 110 agro-dealer businesses focusing on financial data for 2019. Business age, promo-tions strategies, entrepreneurship skills, and business expenditure were found to be positive competitiveness drivers, while competitive rivalry and branding were found to be constraining drivers. A policy to strengthen agro-dealer businesses' financial systems is an important step towards encouraging the adoption of new technology that will allow them to reduce operational costs while increasing revenues and ensuring proper resource utilization. Agro-dealer businesses should aim to increase their market share by utilizing promotions strategies (social media adverts, referral marketing and pull marketing) to both potential and prospective customers
Subjects: 
Agricultural marketing
competitiveness
market share analysis and value chain analysis
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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