Ogbonnaya Ukeh Oteh, Romanus Osabohien, Jude A Mbanasor, Nnanna Mba Agwu, Ambrose Ogbonna Oloveze, Kathleen Hefferon

Marketing Capabilities, Market Orientation and Food Security of Biofortified Cassava Producers in Nigeria

  • Marketing
Save to CiteDrive Show PDF

This paper proposed that marketing capability is a critical component of market orientation. As such, knowledge of intelligence and competitive strategy, aspects of market capability obtained through training is essential for market orientation. Cross-sectional survey was used. Data were collected with a structured questionnaire and analysed using the structural equation model (SEM). The structural model and path estimates indicate that all the constructs intervene in food security, implying that a systemic approach rather than individual strength can help achieve food security. The study's findings support the perspective that marketing capabilities have spill-over effects that improve market orientation and food security performance. Therefore, BoP producers through training can generate significant marketing capabilities that can improve the food market. It highlights the importance of producers adopting a market-oriented approach. The study recommended a multi-stakeholder engagement model toward integrating biofortification into public and private policies and programmes. This would encourage investment and continuous training of producers on how to improve communication and customer relationship management to stimulate consumption and supply.

Need a simple solution for managing your BibTeX entries? Explore CiteDrive!

  • Web-based, modern reference management
  • Collaborate and share with fellow researchers
  • Integration with Overleaf
  • Comprehensive BibTeX/BibLaTeX support
  • Save articles and websites directly from your browser
  • Search for new articles from a database of tens of millions of references
Try out CiteDrive

More from our Archive