Influence of Marketing Mix Strategies for Sales Performance of Bixa orellana

This book seeks to bring out the influence of marketing mix strategies on the sales performance of Bixa among small scale farmers in Kenya. Bixa (Annatto), a natural food-colour, is in high demand in both local and international markets due to its health benefits. The book is underpinned by the Consumer Utility Theory, Theory of Pricing, AIDA Model and Distribution Channel Theory. It touches on critical marketing strategies that influence sales performance including product, pricing, place and promotion strategies and the moderating effect of government policy on Bixa Orellana value chain. Dr. David Kisa seeks to provide practical ways in which stakeholders including farmers, processors, exporters and government work together to develop policies, and regulations that promote Bixa Orellana and other emerging cash crops in the production, processing and marketing in order to a have a positive sustainable impact on farmers’ income and Kenya’s economy.