The Effect of Marketing Strategies on The Performance of Cooperative Societies A Case Study of Kanyimi Handicraft

ABSTRACT

In every organization there are certain marketing strategies that should be considered. This is because the performance depends on the strategies chosen. This has always been a problem to some organizations that choose poorly those Strategies, especially to the artisan cooperatives. The aim of the objectives is to solve the problems concerning the strategies. Those objectives are as follows.

i. To investigate the various marketing strategies offered by artisan cooperative societies so as to establish a clear picture on the ground.

ii. Examine the effect of marketing strategies and performance in Artisan cooperatives.

iii. Establish indicators of performance in artisans' co-operatives.

The research also comments by different authors concerning the marketing strategies in cooperatives and how the strategies affect the performance of the organization are discussed.

Different research methodologies are discussed. Both primary and secondary data are used .Interviews; questionnaires and the study of the documents of the cooperative are used in the collection of the data concerning the organization

The data that was collected from the case study is analyzed, with an aim of validating the method of choice for solution development and implementation.

The research further presents the conclusion and recommendation of the study. The first section discusses the conclusion of the research findings, finally section two presents the recommendations of the study.

TABLE OF CONTENTS

DECLARATION APPROVAL ........................................................................................... i

APPROVAL ....................................................................................................................... ii

DEDICATION ................................................................................................................... iii

ACKNOWLEDGEMENT ................................................................................................. iv

LIST OF TABLES ............................................................................................................... v

LIST OF FIGURES TABLE OF CONTENTS ................................................................. vi

TABLE OF CONTENTS ................................................................................................. vii

CHAPTER ONE .................................................................................................................. l

INTRODUCTION ............................................................................................................... 1

1. 0 Introduction ................................................................................................................. 1

1.1. Background of the study ............................................................................................... 1

1.2. Statement of the problem .............................................................................................. 2

1.3. Purpose of the study ...................................................................................................... 2

1.4. Objectives of the study ................................................................................................. 2

1.5. Research questions ........................................................................................................ 3

1.6. Significance of the study .............................................................................................. 3

1.7. Scope of the study ......................................................................................................... 5

1.8 CONCEPTUAL FRAMEWORK OF KANYIMI COOPERATIVE SOCIETY .......... 6

CHAPTER TWO ................................................................................................................. 8

LITERATURE REVIEW .................................................................................................... 8

2.0. INTRODUCTION ........................................................................................................ 8

2.1. Marketing Management In Cooperative Societies ........................................................ 8

2.2. Use of Marketing Strategies In Business Concems .................................................... 10

2.4. Perfonnance Management .......................................................................................... 11

2.5. Process of Performance Management ........................................................................ 11

2.6. Types of Performance Management In Cooperative Societies ................................... 12

2. 7. Benefits of Performance Management In Artisan Co-operative Societies ................. 12

2. 7 .1. Direct financial gains ............................................................................................... 13

2.7.2. Motivated sales force ............................................................................................... 13

2. 7 .3 Improved management control ................................................................................. 13

2.8. Summary of Literature Review .................................................................................. 13

CHAPTER THREE ........................................................................................................... 14

RESEARCH METHODOLOGY ...................................................................................... 14

3.0. Introduction .............................................................................................................. 14

3 .1. Design of the study ..................................................................................................... 14

3 .1.1 Behavioral Approach ................................................................................................ 14

3 .1.2 Observational Approach ........................................................................................... 14

3 .2 The target population ................................................................................................... 15

3.3. Sampling procedure and Sample design ..................................................................... 16

3.4. Data Collections Instruments ...................................................................................... 17

3.4.1 Observation ............................................................................................................... 17

3.4.2 Interviews ............................................................................................................... 17

3.4.3 Questionnaires .......................................................................................................... 17

3.4.4 Performance appraisal .............................................................................................. 17

3 .4.5 Documented information .......................................................................................... 18

3.4.6. Data Analysis Procedures ........................................................................................ 18

CHAPTER FOUR ............................................................................................................. 19

4.0. DATA ANALYSIS AND PRESENTATION ............................................................ 19

4.1. Introduction ............................................................................................................... 19

4.2 Age distribution ........................................................................................................... 19

4.3 The marital status ......................................................................................................... 21

4.3.2 Figure showing the marital status of the Employees ............................................... .22

4.4 Years of service ........................................................................................................... 22

4.4.2 A graph showing years of service ............................................................................. 24

4.5 Level of education ....................................................................................................... 24

4.6 Job title of the respondents ......................................................................................... 26

4.7 Departments and Frequency of Workers within each Department.. ........................... .28

4.7.2 A pie chart showing the various departments of the respondents ............................. 30

4.8 Salary scale ............................................................................................................ 31

4.9 Marketing in handicraft societies ................................................................................. 32

4.9. lData presentation using interview .............................................................................. 32

4.9.2Different gender comparison ..................................................................................... 32

4.9.3 Opinions on relevance of marketing strategies given by the respondents ................ 34

4.9.4: Qualitative Data analysis ......................................................................................... 35

CHAPTER FIVE ............................................................................................................... 37

DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS .................................. 37

5.0introduction ............................................................................................................. 37

5.1. Discussion ................................................................................................................... 37

5.2. Conclusion .................................................................................................................. 38

5.3. Recommendations ....................................................................................................... 39

5.4. Suggestions for further Research ............................................................................... .40

BIBLIOGRAPHY .............................................................................................................. 41

APPENDIX 1: RESEARCH QUESTIONNAIRE ............................................................ ix

APPENDIX 2 ................................................................................................................. xviii

INTERVIEW SCHEDULE ........................................................................................... xviii

APPENDIX 3 ..................................................................................................................... xx

OBSERVATION TABLE ................................................................................................. xx