The influence of Green marketing strategies adopted by Agrochemical firms on perfomance of agrostockists in Kericho County
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Date
2011-10Author
Ng’eno, William K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Although environmental issues has influenced all activities but very few academic
disciplines have inculcated green issues into their literature. Even to date, it has not
been inculcated a must be taught subject in all most all management and related higher
education level but one business area where environment issues have received a great
deal of importance is marketing. Smart business houses have accepted green marketing as
a part of their strategy. Though our understanding about green marketing still is in the stage
of infancy, this study identifies and explores key ideas in relation to promote
green product that may be most relevant to both scholars and the practitioners of green
marketing.
The purpose of this study was to examine the extent of green marketing practices and its
influence on firm’s perfomances.To fulfil the objectives of this study, two research questions
were formed and a survey was conducted of ten key business enterprises in Kericho county.
The results indicate that the strategy is targeted to the mass market (no segmentation) and the
best effort is through branding of shops with distinct colours. Findings also indicate that
green marketing strategies differ for each firm and are done for different reasons but most
dealers implement these strategies in order to acquire a competitive advantage in the industry.
The financial benefits and the possibility of gaining a competitive advantage are the foremost
incentives for implementing green measures.
Citation
MBA Thesis 2011Sponsorhip
University of NairobiPublisher
School of Business, University of Nairobi
Description
Master Thesis