The Joint Effect of Branding Practices for Fresh Fruits and Vegetables, Farmer Characteristics and Operating Environment on Performance of Commercial Farmers

The objective of this study was to determine the joint effect of branding practices (BP) for fresh fruits and vegetables (FFV), farmer characteristics and operating environment on performance of commercial farmers in Kiambu County, Kenya. The study hypothesis stated that: The joint effect of branding practices for fresh fruits and vegetables, farmer characteristics and operating environment on performance of commercial farmers is statistically significant. The sample size was 140 farmers. A descriptive cross sectional survey design was used. Data was collected using a semi structured questionnaire and analyzed using both descriptive and inferential statistics. The study established a statistically significant relationship between BP and performance of commercial farmers, farmer characteristics and performance of commercial farmers while operating environment had a statistically marginal effect on performance of commercial farmers. Taken jointly, BP, farmer characteristics and operating environment had a statistically significant effect on performance of commercial farmers. The study contributes to theory and policy making and enhances managerial practice in relation to the joint effect of the three independent variables. The study offered further insight into the relationship between the study variables. The study was limited by the selfreported data with no collaborative evidence and gathering of cross sectional data. The study recommends that farmers should enhance their individual abilities; engage in such value addition activities like BP and always consider relevant environmental factors while engaging in farming initiatives. The government should encourage branding of FFV by putting in place the requisite infrastructure and legislation. Future research should adopting a time series design; target other fresh agricultural products; increase the variables and constructs being investigated and target other counties with differing social economic and climatic conditions.