INFLUENCE OF FARMER MARKETING STRATEGIES AND WATER USERS ASSOCIATIONS ON PERFORMANCE OF SMALLHOLDER IRRIGATION PROJECTS IN MIGORI COUNTY, KENYA

Objective: The objective of this study was to investigate influence of farmer marketing strategies and water users associations on performance of smallholder irrigation projects, and was aimed at enhancing smallholder irrigation project outcome success in Migori County, Kenya. Theoretical Framework: The study was anchored on market orientation theory by Kohli and Jaworski (1990) and Narver and Slater (1990). This is because market orientation explains relationship between markets and organisational behaviour (Gotteland et al., 2007). Kohli and Jaworski (1990) explain customer needs, market competition and usefulness of a product as interacting to influence its marketability. Method: Using cross-sectional and correlational research design, the study collected data from 341 farmers out of a target population of 2815 in 15 smallholder irrigation projects in Migori County using a 5-Point Likert Scale questionnaire. The data was analysed using descriptive and inferential statistics. Results and Discussion: The results show that farmer marketing strategies accounts for 64.1% of findings in the model, with group marketing having the most significant influence on performance. The results also show that introduction of water users associations increases coefficient of determination (Δr2) by + 0.121, indicating a positive modest moderating influence on the relationship between predictor and dependent variables. Research Implications: The study confirms that farmer marketing strategies influence performance of smallholder irrigation projects, and that water users associations positively but modestly influence the relationship. Empirically, the study highlights the importance of cooperative societies, agro-processing and irrigation management transfer in smallholder irrigation. Originality/Value: This study adds to empirical data on farmer marketing strategies, water users associations and smallholder irrigation. In highlighting these aspects, the findings have potential to benefit development agencies in smallholder irrigation.