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Exploring the marketing environment for maize seed in Kenya: how competition and consumer preferences shape seed sector development

Author: Rutsaert, P.
Author: Donovan, J.A.
Year: 2020
ISSN: 1542-7528 (Print)
URI: https://hdl.handle.net/10883/20790
Format: PDF
Language: English
Publisher: Taylor & Francis
Copyright: CIMMYT manages Intellectual Assets as International Public Goods. The user is free to download, print, store and share this work. In case you want to translate or create any other derivative work and share or distribute such translation/derivative work, please contact CIMMYT-Knowledge-Center@cgiar.org indicating the work you want to use and the kind of use you intend; CIMMYT will contact you with the suitable license for that purpose.
Type: Article
Place of Publication: USA
Pages: 486-504
Issue: 4
Issue: 4
Volume: 34
Volume: 34
DOI: 10.1080/15427528.2020.1737296
Description: During the past decade, sizable investments have been made to strengthen maize (Zea mays L.) seed production in Eastern and Southern Africa by private seed companies. However, efforts have generally overlooked downstream issues, such as how seed companies market their products and position their business in a competitive market. This paper assesses competition and customer preferences in Kenya at the retail level for varieties from the parastatal, private domestic and international companies. Data were collected from agro-dealer surveys (n = 80) and farmer intercept interviews (n = 377). Compared to the market leader, the parastatal Kenya Seed Company, private domestic and international companies provide greater value to farmers by selling varieties that are, on average, 10 years younger. However, these companies offer few late-maturing varieties, thus giving the parastatal a near monopoly in that market segment. Kenya Seed Company also excels at being present at all sales locations with their varieties. If private domestic companies focus more on smallholders with lower budgets (luding travel budget), they should consider the most cost-effective ways to extend their networks to remote areas as well as compete with the lower prices of Kenya Seed Company. Modern breeding programs should explicitly consider these marketing challenges when designing strategies for seed production and engagement with seed companies.
Country of Focus: AFRICA
Country of Focus: KENYA
Agrovoc: MAIZE
Agrovoc: VARIETIES
Agrovoc: SEED
Agrovoc: NEW PRODUCTS
Related Datasets: https://www.tandfonline.com/doi/figure/10.1080/15427528.2020.1737296?scroll=top&needAccess=true
Journal: Journal of Crop Improvement


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  • Socioeconomics
    Including topics such as farming systems, markets, impact & targeting, innovations, and GIS

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