TOWARDS A GROWING HORTICULTURAL PRODUCTS EXPORT MARKET: THE ROLE OF MARKET DYNAMICS AMONG SMALL SCALE FARMERS IN SOUTH RIFT, KENYA

Abstract

As businesses grapple with uncertainty, there has been a growing interest in investigating how dynamics influence operations in these businesses. This study investigated the effect of market dynamics on the growth of horticultural export markets. The study was conducted against increased dynamics in the international market for horticultural products. These dynamics continue to pose significant risks to investments in the sector by small-scale farmers in Kenya. The study collected quantitative data using a structured questionnaire from a sample of 334 small-scale horticultural farmers who were randomly selected. Validity and reliability tests were performed before the main study. Then, descriptive and simple linear regression was used to analyze the data. It was established that although the export market is dynamic with many factors at play, standardization, technology adoption, and consumer preferences still influence business operations such as the growth of the growth of horticultural export markets. Additionally, the study observed a statistically significant relationship between market dynamics and the growth of horticultural export markets. From these findings, managers can leverage the market dynamics to realize the growth of horticultural export markets. They can also develop relevant policies and procedures to improve their practices.