Afterword.

Frank, Robert G.; Elliott, Timothy R.

doi:10.1037/0000129-033

Cited by 1 publication

(2 citation statements)

References 8 publications

(10 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Production of mushroom in the global arena, China is the leading with more than 80% of all Oyster (Pleurotus spp) produced while Africa is grappling with low production [9]. [10], reported that mushroom production in Africa only few cases are mentioned and rarely appears on publications. Therefore, Peter concludes that mushroom as an enterprise has been ignored, neglected and marginalized in Africa.…”

Section: Introductionmentioning

confidence: 99%

“…Marketing strategies if crafted and executed well can be a good vehicle in improving yield performance of Oyster mushroom and wealth creation for soleprenuers. Some of the challenges faced in selling mushroom product include lack and inaccessibility of market information, poor infrastructure, high product prices and lack of entrepreneurial skills in marketing strategies [10] The living standard of the people will improve particularly when consumption of mushroom product is increased, the community will benefit from nutritional and medicinal values.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Impact of Marketing Tactics on the Performance of Oyster Mushroom Cultivation among Small-Scale Farmers: A Study in Mumias Division, Mumias Sub-County, Kenya

Nyakundi

2023

INOSR AH

View full text Add to dashboard Cite

Mushrooms, as macro-fungi capable of thriving above and below ground, are a rich source of nutrients and can be successfully cultivated within well-ventilated structures using organic substrates. China is the global leader in Oyster mushroom production, accounting for 80% of the total output, with Africa contributing relatively little. In Kenya, two mushroom species are grown: Button and Oyster, with a combined annual production of 500 tons and an additional 150 tons imported. Button mushrooms dominate production at 95%, while Oyster mushrooms represent only 5% of the total output. Among farmers, the majority (80%) focus on cultivating Oyster mushrooms, while the remaining 20% prefer Button mushrooms. Despite the availability of suitable substrates and the preference of growers, the performance of Oyster mushroom cultivation has remained suboptimal. Consequently, the impact of marketing strategies on Oyster mushroom performance has remained uncertain. This study aimed to investigate the influence of marketing strategies employed by farmers. The research was grounded in Innovation theory and guided by a conceptual framework. A descriptive research design was adopted, with a study population of 300 individuals, and a random sample of 30 respondents was selected using cluster random sampling. Data were collected through questionnaires and interview guides and analyzed using SPSS. The results revealed that 56.7% of the farmers sold mushrooms in rural open markets, while 43.3% supplied their produce to hotels and restaurants. Furthermore, 53.3% of farmers engaged in personal selling, whereas 46.7% relied on vendors for distribution. In terms of sales, 76.7% marketed mushrooms through their respective groups, while 6.7% used retailers. Regarding packaging, 96.7% of farmers utilized polythene bags, with a small proportion (3.3%) opting for bottles. On pricing, 70% sold 50gm packages for Ksh 100, while the remaining 30% offered 1kg packages priced at Kshs 2000. A significant majority (83.3%) of farmers sold processed mushrooms, while 16.7% focused on fresh mushrooms. In conclusion, the study found that existing marketing strategies had a limited impact on the performance of Oyster mushroom cultivation. The study recommends intensive training, the development of incentive schemes, the construction of cold storage facilities, and the formation of mushroom cooperatives to enhance the industry's performance. The findings of this research have implications for policymakers, mushroom growers, scholars, and researchers in the field. Keywords: Mushroom, Oyster, production, marketing strategy

show abstract

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%