Marketing Reform Interventions in the Performance of World Bank Financed Agricultural Programmes in Trans-Nzoia County, Kenya

  •  Makokha Peter Wanyama    
  •  Lydia N. Wambugu    
  •  Peter Keiyoro    


The main objective of this study was examine contribution of marketing reform interventions on the performance of agricultural programmes funded by the World Bank in Trans-Nzoia County, Kenya. The study arose out of the need to quantify the worth of reform packages currently implemented in the agriculture sector thorough innovative interventions. The sample size of this study was 268 respondents determined using the simplified Yamane formula of proportions. Pragmatism school of thought was the best suited philosophy to guide this study as it complemented the epistemological, methodological and axiological underpinnings desired for mixed-mode research. Results obtained showed β weight of 0.181 (F- value (0.029); ρ-value= 0.05) implying that marketing reforms contributed positively to the performance of agricultural programmes. Further analysis generated R=0.125, R2= 0.016 and adjusted R2 =0.012 indicating a better fit for the model and that marketing reform contributed to the performance of agricultural programmes by 1.6%. The analysis also generated F- value (0.029); (p<0.05) and the F-calculated (4.796) being significantly larger than the critical value (F=2.454) suggesting up to 95% chance the model’s strength in explaining it is statistically significant. These results support outcomes theory by providing documented analysis and empirical evidence to support the formulation of research-based policies and regulations. Findings from the study will therefore contribute immensely to the growth of project management discipline and agricultural marketing practices in Kenya and globally.

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