Consumer Tracking Traceability and Performance of Horticultural Firms in Kenya
DOI:
https://doi.org/10.47604/ijscm.3558Keywords:
Consumer Tracking Traceability, Performance, Horticultural Firms, Customer SatisfactionAbstract
Purpose: This study sought to examine the relationship between consumer tracking traceability and performance of Horticultural Firms in Kenya.
Methodology: This study adopted a cross-sectional survey research design. The unit of analysis for this study was 658 registered Horticultural firms in Kenya. Target population was 2,632 respondents. Who comprised of the heads of procurement, head of production, head of administration and head of Finance in horticultural firms in Kenya formed the unit of observation. That was four respondents from each of 658 registered Horticultural firms in Kenya. The sample size was determined using Slovin's Formula and stratified random sampling in the selection of 256 respondents from the target population. The study used both primary as well as secondary data. Secondary data was collection from the annual reports of different horticultural firms in Kenya. Primary data was obtained using both structured and semi-structured questionnaires. A pilot test of 10% was conducted to assess the validity and reliability of the research instruments. The semi-structured questionnaires generated qualitative and quantitative data. Thematic analysis was used to analyse qualitative data and the results were presented in a prose form. Descriptive as well as inferential statistics were used in analysing quantitative data with the help of Statistical Package for Social Science version 28. Descriptive statistics comprised of frequency distribution, percentages, standard deviation and mean. Inferential statistics included correlation analysis, multiple regression analysis and stepwise regression analysis.
Findings: The study found that consumer tracking traceability positively and significantly affects the performance of horticultural firms in Kenya.
Unique Contribution to Theory, Practice and Policy: The study concludes and recommends that Horticultural firms should enhance consumer optimization traceability systems to improve operational efficiency, quality control, and customer satisfaction.
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Copyright (c) 2025 Boniface Muli Kingoto, Dr. Noor Ishmael Shale, Dr. Elizabeth Wachiuri
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