Record Details

Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe

Suid-Afrikaanse Tydskrif vir Natuurwetenskap en Tegnologie/South African Journal of Science and Technology

Field Value
Title Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe
Creator Ngarava, Saul Mushunje, Abbyssinia
Subject agribusiness agri-business; marketing mix; strategy; pork industry; Zimbabwe; 4Ps
Description Orientation: Agri-businesses, especially at the farmer level, are devoid of sound marketing strategy.Research purpose: This study aimed to highlight the marketing mix elements most considered by pork-based agri-businesses.Motivation for the study: Zimbabwe underwent institutional transformation policies of land reform and indigenisation policies. New industry players came to the fore. However, they were devoid of sound business background.Research design, approach and method: The study utilised a questionnaire in a cross-sectional survey of 166 pig farmers, 6 pork processors and 24 pork butchers in Mashonaland Central province. Descriptive statistics, logistic regression and multiple linear regression were used to analyse the data.Main findings: Product, promotion, price and partnership were considered. Category of agri-business, distance the furthest buyer travelled, the merchandise handled and frequency of abattoir or processor buyers determined marketing mix strategy. Perceptive performance of the agri-businesses in terms of marketing mix strategy was determined by category of agri-business, merchandise consideration, frequency of abattoir or processor buyer, seasonality of sales and time of consideration when selling; agri-business location and the experience of the agri-business.Practical/managerial implications: The study concluded with the myopic use of marketing mix based strategies in the Zimbabwean agri-businesses, targeting product-based characteristics, with varying determinants. There is opportunity to strategically position where place, promotion and pricing advantages exist.Contribution/value-add: The study added to insights for marketing managers, especially in a structural transformation situation, what marketing strategies are mostly utilised. This tends to avail shortfalls and opportunities that can be taken advantage of, to strategically position pork agri-businesses in Zimbabwe.
Publisher AOSIS
Date 2019-04-30
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — Survey
Format text/html application/epub+zip application/xml application/pdf
Identifier 10.4102/ac.v19i2.600
Source Acta Commercii; Vol 19, No 2 (2019); 9 pages 1684-1999 2413-1903
Language eng
Coverage — — age; gender; education; location
Rights Copyright (c) 2019 Saul Ngarava, Abbyssinia Mushunje