Influence of Group Rules and Market Outlet Choiceson Small Scale Farmers’ Participation in Collective Marketing of Potato in Molo Sub County, Nakuru

Abstract

Engaging in high value potato markets is one important strategy which can assist small scale farmers to increase food security and move out of poverty. Collective marketing has been identified as one of the best strategies to improve the participation of small-scale farmers in better markets. Despite its importance, only a few farmers practice collective marketing. The study was carried out to determine the influence of group rules and markets on small scale farmers’ participation in collective marketing of potato in Molo Sub County, the leading Sub County in potato production in Nakuru County. The study was guided by Collective Action Theory and a concurrent triangulation mixed research design was used. The target population was 18,039 small scale potato farmers in all the four Wards of Molo Sub County namely; Elburgon, Mariashoni, Molo and Turi while the accessible population was 247 small scale farmers in active potato farmer groups. The sample size was 118 respondents who were distributed proportionately in the wards. Simple random sampling using bucket method was used to identify the names of respondents. Cronbach’s Alpha reliability test yielded a coefficient of α = 0.74. Descriptive statistics namely, frequencies, percentages, mean and standard deviations and inferential statistics namely Chi Square were used for data analysis using Statistical Social Package for Scientists (SPSS). Only 7.6 percent of small-scale farmers were involved in collective marketing. Percentages of women, youth and farmers who attained a level of education were high amongst members who participated in collective marketing. Thematic analysis revealed that lack of farmers’ access to better markets, storage facilities, training on collective marketing, and exploitation by buyers reduced participation in collective marketing. Chi Square results showed that rule awareness and rule enforcement mechanism significantly influenced participation in collective marketing. Similarly, market outlet choices such as brokers, urban markets and export markets had a significant influence. Spearman’s correlation revealed that there was positive relation between urban markets r(116)=23.332, p<0.05 and export markets in relation to participation in collective marketing. However, the relationship was negative and insignificant on selling through brokers r(116) = - 0.108, p>0.05.The study recommends increased awareness on the importance of collective marketing, purposefully targeting young people and educated farmers who have high possibility of participation. Group leaders have to ensure rules on participation in collective marketing are included and group members should be reminded of the group rules regularly. Additionally, farmers should get linked to urban and export markets to avoid selling to brokers who buy from farmers at low prices.