The Effect of Promotional Mix on Crop Sales Performance in Uasin Gishu County, Kenya

This study examined the effect of marketing strategies on crop sales performance in Uasin Gishu County, Kenya. The research focused on: evaluating the impact of promotional mix on crop sales performance among small and medium-scale farmers. A descriptive research design was employed, targeting a population of 10,000 farmers. From this, a sample of 385 respondents was selected, and 320 completed and returned the questionnaires, achieving a response rate of 83.12%. Data was gathered using structured questionnaire. The collected data underwent cleaning, coding, transformation, and validation before analysis. SPSS version 26 was used for both descriptive statistics (such as means, standard deviations, and frequencies) and inferential statistics, including Pearson correlation and regression analyses. Results were displayed using tables and visual tools like pie charts and bar graphs to ensure clarity. These findings helped determine the relationship between various marketing strategies and crop sales performance in the region. For promotional mix in improving crop sales. Online platforms (mean = 4.49), branding campaigns (mean = 4.55), and community events (mean = 4.27) were considered highly effective. Personal selling (mean = 4.38) and building buyer relationships (mean = 4.39) also yielded positive results. Other strategies like targeted advertising (mean = 4.04), personalized marketing (mean = 4.24), discounts (mean = 4.12), and bulk incentives (mean = 4.55) were moderately effective. The promotional mix showed a positive correlation with crop sales performance (r = 0.575). The study concludes that marketing strategies significantly affect crop sales performance in Uasin Gishu County. Effective product strategies such as ensuring crop quality, diversification, value addition, and branding boost marketability, while aligning production with consumer demand improves sales. Competitive and value-based pricing enhances market share despite constraints from economic conditions. Efficient distribution channels, including direct sales, digital platforms, and cooperatives, increase profitability and market access, with hybrid models optimizing outcomes. Lastly, an integrated promotional mix featuring online marketing, personal selling, and branding enhances visibility and trust, supporting both short-term gains and long-term growth in crop sales.