Impact of Poultry Marketing on the Uptake of Improved Indigenous Chicken Among Poultry Farmers in Konoin Sub-County, Bomet County, Kenya

Indigenous chicken products, especially their flavourful meat and deep yellow-yolked eggs, are highly valued for their taste, nutrition, and organic appeal. To enhance the productivity of indigenous chicken, Kenya Agricultural and Livestock Research Organisation (KALRO) developed the fast-growing, high yielding improved indigenous chicken. However, uptake of improved indigenous chicken remains low at just 24% despite awareness efforts. Therefore, this study seeks to determine the impact of poultry marketing on the uptake of improved indigenous chicken among poultry farmers in Konoin Sub- County, Bomet County, Kenya. The study employed a descriptive survey design, and a sample of 150 farmers was surveyed using questionnaires. The formula N≥104+8m was used to determine the sample size of 136 participants. The sample size was increased by 10%, giving a total sample size of 150 farmers to maximise accuracy and take care of non-response. Systematic sampling was used to select the sampled farmers from a list of poultry farmers. Data was analysed using frequencies, percentages, and multiple linear regression. The majority of the poultry farmers sold improved indigenous chicken at premium prices, especially in towns with higher demand. There was heavy reliance on brokers who control market access and pricing. Poultry marketing had a significant impact on the uptake of improved indigenous chicken, with a p-value of 0.000. The study concludes that poultry marketing has a statistically significant impact on uptake of improved indigenous chicken among poultry farmers. The study recommends that there is need to improve poultry marketing through price transparency, setting competitive value-based prices, market access, and training to promote uptake of improved indigenous chicken.