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CONTRIBUTION OF PROMOTIONAL MIX STRATEGIES ON CONSUMER BUYING BEHAVIOR OF SEED CO MALAWI PRODUCTS: Case of Chitsime EPA, Lilongwe. A research report submitted to Lilongwe University of Agriculture and Natural Resources in partial fulfillment of the requirements of the BSc degree in Agricultural Enterprise Development and Micro-finance. The study, sought to look at influence of promotion mix strategies on the consumer buying behavior of Seed Co Malawi products It was carried out in Lilongwe rural, Chitsime EPA. 60 smallholder farmers were sampled and interviewed using a semi-structure questionnaire. SPSS and Excel were used for data analysis. The study findings and analysis found out that Seed Co Malawi mostly used demonstration plots and advertisements to create customer awareness and influence them to buy the products. In entire study of the project, it was observed that the promotion strategies practiced by Seed Co Malawi had a significant positive influence on the consumer behavior of the customers.
About the author
WILLIAM BISAYI geboren und aufgewachsen in Lilongwe, Malawi. Studierte von 2015 bis 2019 in Malawi einen BSc-Abschluss in Unternehmensentwicklung und Mikrofinanzierung an der Lilongwe University of Agriculture and Natural Resources. Hat auch am Rapid-Prototyping-Programm von LUANAR und der Wageningen University and Research, Niederlande, teilgenommen.
