Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe
Acta Commercii
| Field | Value | |
| Title | Marketing mix strategy determinants in pork-based agri-businesses: Experiences from Zimbabwe | |
| Creator | Ngarava, Saul Mushunje, Abbyssinia | |
| 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 | |
| Identifier | 10.4102/ac.v19i2.600 | |
| Source | Acta Commercii; Vol 19, No 2 (2019); 9 pages 1684-1999 2413-1903 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://actacommercii.co.za/index.php/acta/article/view/600/1150
https://actacommercii.co.za/index.php/acta/article/view/600/1149
https://actacommercii.co.za/index.php/acta/article/view/600/1151
https://actacommercii.co.za/index.php/acta/article/view/600/1148
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