The Mediating Influence of Bixa Ollerana Value Chain Government Policy on the Relationship between Product Strategy and sales performance

The main aim of this study was to assess the Mediating Influence of Bixa Ollerana Value Chain Government Policy on the Relationship between Product Strategy and sales performance. The study is based on the following theories; Resource-Based Theory, Competency Theory, and Distribution Channel Theory. The study adopted descriptive and exploratory research design mixed method approaches. The target population of the study was 2,419 Bixa farmers registered by the Ministry of Agriculture in Kwale County. A sample size of 106 farmers was drawn using simple random sampling technique. The study used structured questionnaire to collect the required data from the respondents. The study used descriptive statistics such as means, standard deviation and percentages and inferential statistics using Regression Analysis. The study established that product strategy influenced the sales performance of small scale Bixa Ollerana farmers in Kwale County, Kenya. The interaction of the moderating effect of Government policy on Bixa Ollerana value chain did not change the relationship between product strategy and sales performance of small scale Bixa Ollerana farmers. The findings from the study will be of importance to practice, marketing scholarship and Ministries of Industry, Trade and Cooperatives and Agriculture on Policy formulation for local and international marketing of Bixa Ollerana products. The study recommends that the Government of Kenya puts in place a policy framework now that Bixa Ollerana is a scheduled crop, to regulate and promote its production, processing and marketing. Small scale Bixa Ollerana farmers and marketers have knowledge from this study which is useful for the design and implementation of effective marketing strategies to increase sales performance.