Effects of liberalization on marketing of unprocessed milk in Bomet county, Kenya
iv ABSTRACT Informal milk outlets are shown to absorb most of the milk from smallholder farmers accounting for over 80% of the total milk sold. Milk sellers and resellers, transporters, co-operatives and farmer groups are identified as the most important participants at the rural markets The purpose of this study was to investigate the effects of liberalization on the marketing of unprocessed milk in Bomet County. Data was collected from the five constituencies in the County during the Months of September and October 2012. Interviews were carried out by use of administered questionnaires. The respondents included twenty five dairy farmers and fifteen unprocessed milk resellers. The respondents were selected using proportional sampling method and SPSS software was used to analyze the collected data. Quantitative data was analyzed using descriptive statistics. The findings from the study revealed that market liberalization has greatly affected the marketing of unprocessed milk in the County. It has positively affected all the marketing mix practices. The strongest relationship existed between marketing mix practices and market performance. The study recommends continuous review and harmonization of regulatory policies in the milk market sector. The study also recommends further study on customer satisfaction and other factors that affect market performance.