Abstract:
The study sought to assess the effects of nonmarket stakeholders’ interest on the
productivity of Rift Valley Bottlers Limited. The specific objectives of the study were: to
establish the effect of community interest on the productivity of Rift Valley Bottlers
Limited; to determine the effect of media interest on the productivity of Rift Valley Bottlers
Limited, and to assess the effect of Government interest on the productivity of Rift Valley
Bottlers Limited. The study adopted a survey research design and it targeted 3 nonmarket
stakeholders, namely the community, media and government. A sample size of 147
respondents out of a target population of 233 was arrived at andstratified random sampling
technique was employed to sample study respondents.Questionnaires were employed to
collect data and each group of respondents had a unique questionnaire due to their unique
interest on the organization. A pilot test onwas conducted on Equator Bottlersthe Kaiser
Meyer Olkin Measure of Sampling Adequacy (KMO) measured validitywhile Cronbach’s
alpha measured reliabilityof questionnaires. Descriptive analysis employed frequencies,
percentages and mean and inferential analysis employed multiple linear regressions
analysis) and Pearson Correlation analysis to test the relationship between research
variables. The findings indicated that there is a strong positive correlation (0.748) and a
significant relationship (p=0.001) between community interest and organizational
productivity, a moderate negative correlation (0.459) and insignificant relationship
(p=0.472)exist between media interest and organizational productivity and it a strong
negative correlation (0.546) and insignificant relationship (p=0.163)exists between
government interest and organizational productivity. The results also indicated existence of
a strong linear relationship (R=0.796) between nonmarket stakeholders’ interests and
organizational productivity and that nonmarket stakeholders interests contribute 63.4%
(R2=0.634) towards organizational productivity.These findings are significant in providing
insight on the contribution of nonmarket stakeholders on the overall performance of an
organization and it recommendsorganizations to foster an understanding of the interests and
contributions of the nonmarket stakeholders, improvement in production speed, ethical
complianceand regularly communication.
