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ŝŝŝ
DEDICATION.

I dedicate this work to my parents for their immense support, advice and encouragement before
and during this period.

ŝǀ
ACKNOWLEDGEMENTS.

I would like to first and foremost express my profound thanks to the Almighty God for His
protection, mercies and grace that has enabled me to successfully complete this work. Without
*RG,ZRXOGQ¶WKDYHFRPHWKLVIDULQWKLVSURMHFW

I owe the deepest gratitude to my supervisor, Dr. J.K. Dzanja, who in spite of his busy schedules
found ample time to share, hugely impacted and advised me on this study. I highly appreciate his
valued suggestions, constructive comments and criticisms to do with technical knowledge on my
drafts and help in shaping of my research.

Also, my thanks and gratitude go to Seed Co Malawi representatives, Mr. Dzalimbo, Seed Co
Malawi marketing manager and Miss. Mtawali who kindly provided me with data and actually
made this study possible.

I am indebted to my family and friends for their emotional support and inspiring me for creative
ideas and solutions while conducting the research.

My sincere gratitude also extends to Racheal Dzitukwana, Geofrey Kaonga, Oliveta Jamilana,
Simion Haswel, Cecilia S. Chidothi, Godfrey H, Kamanga and all those who in diverse ways
assisted me to successfully accomplish this project work.

Finally, I would like to thank those people who agreed to take part in this study and shared their
attitude and perception.

ǀ
LIST OF ACRONYMS.

AIDA Attention, Interest, Desire and Action.

CSA Crop Seeds Association

EPA Extension Planning Area

NSCM National Seed Company of Malawi

SC Seed Co

SMA Seed Maize Association

SPSS Statistical Package for Social Sciences

T/A Traditional Authority

ABSTRACT.

In the dynamic business environment, seed companies are facing high competition hence a need
for strategies to influence the consumer buying behavior to increase sales and survive. However,
promotion mix strategies adopted by companies providing hybrid seeds remain an understudied
area. The study, therefore sought to look at influence of promotion mix strategies on the consumer
buying behavior of Seed Co Malawi products. It adopted a descriptive research design. The target
population was smallholder farmers. The research was carried out in Lilongwe rural in Chitsime
EPA for it is in the rural areas where crop production is mainly practiced in Malawi. 60 smallholder
farmers were sampled and interviewed using a semi-structure questionnaire. SPSS, and Excel were
used for data analysis which involved the use of descriptive statistics: mean, standard deviation,
frequency and percentages. 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. The study also revealed that Co Malawi is an extremely competitive brand with
best quality seed and customer satisfaction. High price of products was the challenge faced by
most of the respondents. PANAR Seed and Monsanto were mentioned by most respondents as
other companies other than Seed Co Malawi producing better seed for them. 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. Majority of the respondents agreed that
promotion strategies like adverts, price off deals and demonstration plot influence them to buy
products. Therefore, there is a significant relationship between promotion strategies and consumer
buying behavior.

ǀŝŝ
CONTENTS

DEDICATION. ...................................................................................................................................... iv

ACKNOWLEDGEMENTS. .................................................................................................................... v
LIST OF ACRONYMS. ......................................................................................................................... vi
ABSTRACT.......................................................................................................................................... vii
LIST OF TABLES ................................................................................................................................. xi
LIST OF FIGURES ............................................................................................................................... xii
1.0INTRODUCTION. .......................................................................................................................... 13
1.1 Background.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϯ
1.2 The Statement of the Problem.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϰ
1.3 Justification.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϰ
1.4 Objectives.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϱ
1.4.1 Main Objective.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϱ
1.4.2 Underlying Objectives.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϱ
1.5 Hypothesis.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϱ
1.6 Research Questions.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϱ
2.0 LITERATURE REVIEW................................................................................................................. 16
2.1 Promotion Strategy.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϲ
2.1.1 Advertising.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϲ
2.1.2 Sales Promotion.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϳ
2.1.3 Public Relations.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϳ
2.1.4 Personal Selling.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϴ
2.1.5 Direct Marketing.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϴ
2.2 Consumer Buying Behavior.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϭϵ
2.3 Seed Co Ltd Background.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϮϮ
3.0. RESEARCH METHODS AND PROCEDURES............................................................................. 23
3.1. Study Area.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ
3.2 Sampling Frame.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ
3.3 Data Source.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ
3.4 Data Collection Methods.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ

ǀŝŝŝ
 3.5 Sampling Methods.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ
3.6 Sample Size.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϯ
3.7 Measuring Instruments.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϰ
3.8 Analytical Techniques.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϰ
3.8.1 Objective 1: To identify promotional strategies used by Seed Co Malawi to reach its customers.
͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϰ
2EMHFWLYH7RDQDO\]HWKHLQIOXHQFHRI6HHG&R0DODZL¶VSURPRWLRQDOVWUDWHJLHVLQLQIOXHQFLQJ
the buying behavior of Seed Co customers.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϰ
3.8.3 Objective 3: To analyze challenges that Seed Co Malawi customers have in accessing their
products.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϰ
4.0 RESULTS AND DISCUSSION....................................................................................................... 25
4.1 Demographic Characteristics.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϱ
4.1.1 Age.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϱ
4.1.2 Gender.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϱ
4.1.3 Education Level.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϲ
4.1.4 Marital Status.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϳ
4.2 Land Holding Size of Respondents.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϳ
4.3 Seed Co Malawi Products Cultivated.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϴ
4.4 Quantity Purchased.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘Ϯϵ
4.5 Years of Using or Purchasing Seed Co Products.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϬ
4.6 Companies other than Seed Co Producing Better Seed for Respondents.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϬ
4.7 Ranking Performance of Seed Companies in Parameters of Price and Quality of Products.͘͘͘͘͘͘͘͘͘͘͘ϯϭ
4.7.1 Performance of Seed Companies in Parameter of Price.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϭ
4.7.2 Performance of Seed Companies in the Parameter of Quality of Products.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϮ
4.8 How Farmers Learn About Seed Co Malawi.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϯ
4.9 Competitiveness of Seed Co Malawi in the Market.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϰ
4.10 Promotional Strategies Used by Seed Co Malawi to Reach Chitsime EPA Farmers in Lilongwe.ϯϱ
4.11 Influence of Promotional Mix Strategies.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϲ
4.12 Challenges Faced.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϳ
5.0 CONCLUSION. .............................................................................................................................. 39
5.1 Introduction.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϵ
5.2 Main Findings.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϵ

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 5.3 Study Limitation.͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘͘ϯϵ
6.0 RECOMMENDATIONS. ................................................................................................................ 40
7.0 REFERENCES. ............................................................................................................................... 41
Appendix 1............................................................................................................................................ 44
Appendix 2............................................................................................................................................ 46

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LIST OF TABLES


Table 2.2.2: Relationship between some of the promotional mix strategies and the AIDA model............ 21
Table 4.7.1: Performance of seed companies in the parameter of price. .................................................. 32
Table 4.7.1 Performance of seed companies in the parameter of quality of products. .............................. 33
Table 4.11.1: Influence of promotion mix strategies on consumer buying behavior. ............................... 36

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LIST OF FIGURES

Figure 2.2.1: Stages of the consumer buying decision making process. .................................................. 20
Figure 4.1.1: Distribution of the respondents by age bracket. ................................................................. 25
Figure 4.1.2: Gender of respondents ...................................................................................................... 26
Figure 4.1.3: Distribution of respondents by education level. ................................................................. 27
Figure 4.2.1: land holding size ............................................................................................................... 28
Figure 4.3.1: Seed Co Malawi products cultivated. ................................................................................ 29
Figure 4.4.1: quantity of maize purchased. ............................................................................................. 29
Figure 4.5.1: Years consumers had been using Seed Co Malawi products. ............................................. 30
Figure 4.6.1: Other companies other than Seed Co Malawi producing better seeds for respondent .......... 31
Figure 4.8.1: How farmers learn of Seed Co Malawi products. ............................................................... 34
Figure 4.9.1: Competitiveness of Seed Co Malawi in the market. ........................................................... 35
Figure 4.10.1: Promotional strategies used by Seed Co to reach its customers. ....................................... 35
Figure 4.12.1: Challenges faced by Seed Co Malawi customers of Chitsime EPA in Lilongwe. .............. 37

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1.0 INTRODUCTION.


1.1 Background.
Marketing can be defined as the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational objectives (Kotler et al., 2014). Marketing is an organizational function and a
set of processes for creating, communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders. Promotion
strategy is one of the tools in marketing which helps to create, communicate and deliver value to
customers. It involves the five elements of the promotion mix i.e. advertising, sales promotion,
personal selling, public relations, and direct marketing (Czinkota and Ronkainen, 2004). Whalley
(2010) defines promotion as all the tools available to the marketer for marketing communication.
Promotion strategy is the direct way an organization tries to reach its publics. It communicates the
merits of the product and persuade target customers to buy it. The focus on promotional efforts
and development of marketing strategies has remained a challenge to many firms here in Malawi.
Strategically, the business must be centered on the customers more than the products (Mbogo,
2013). Through proper promotional strategies, companies will be able to satisfy, attract potential
and retain existing customers. Customer satisfaction is determined by defining customer
perception of quality, expectations and preference (Barsky et al., 1992). In order to keep up with
the competition and changing consumer needs and wants, firms are forced to adopt effective
promotional strategies to promote growth beyond boarders therefore creating awareness and
increase usage rates of their products and services. Seed Co is one of the commercial seed
companies in Malawi actively involved in production of certified seed. It is found in most
countries of the African Continent like Zambia, Zimbabwe, Kenya and Botswana. Its products
mainly include maize, soya beans, beans and cotton. Seed Co Malawi is among other companies
in Malawi which faces competition in the business environment from its competitors like
Monsanto and PANAR Seed just to mention a few. It is the responsibility of both large and small
organizations to adopt appropriate promotional strategies in order to attract and retain customers
and positively influence consumer buying behavior.

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Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and
decisions regarding the consumer's conduct in the marketplace when purchasing a product or
service. It considers the many reasons why personal, situational, psychological, and social people
shop for products, buy and use them, and then dispose of them7KHFRQVXPHU¶VSXUFKDVHEHKDYLRU
describes how consumers decide to spend their various resources like time, money, etc. on various
products so as to meet their needs and requirement. As Stone (2007) puts it, the study of consumer
behavior is an important part of the managerialist approach to marketing. Underpinning this notion
is the belief that if industrialists can come to a better understanding of why people behave as they
do, it should be possible to develop and promote products which have a better chance of success
in the market place.

1.2 The Statement of the Problem.

This study seeks to find out the contribution of promotion mix strategies on consumer buying
behavior of Seed Co Malawi products. In the dynamic business environment, seed companies are
facing high competition hence a need to develop effective promotional strategies in order to
survive. Promotion mix strategies adopted by companies providing hybrid seeds remain an
understudied area. Arising from the findings of the studies in this field, it is evident that, there are
many areas about the contribution of promotion mix strategies on the consumer buying behavior
that have not been investigated by previous research studies. It is for this reason that this study
seeks to establish the influence of promotion mix strategies on the consumer buying behavior of
Seed Co Malawi products. A study carried out by Kamanga (2013) looked at the influence of
packaging and labeling only on young consumer buying behavior. However, the study did not
focus on the contribution of promotion mix strategies on consumer buying behavior. The study
required to answer the following research question; what is the contribution of promotion mix
strategies on the consumer buying behavior? And a study of this nature has never been done on
Seed Co Malawi.

1.3 Justification.
The findings of this study are important to Seed Co Malawi as it assesses whether the promotional
strategies it employs are being beneficial to them or not therefore coming up with appropriate
promotional policies what will assist in positively influence the buying behavior of its customers
hence expanding its customer base, increasing sales and achieving growth. This study also helps

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other firms and new firms that have engaged in the market of seed production to know if
promotional mix strategies can help them attract customers at first sight and retain them.

1.4 Objectives.
1.4.1 Main Objective.
To find out the contribution of promotional mix strategies on consumer buying behavior of
Chitsime EPA farmers in Lilongwe District on Seed Co Malawi products.

1.4.2 Underlying Objectives.

a) To identify promotional strategies used by Seed Co Malawi to reach its customers.
b) To DQDO\]HWKHHIIHFWLYHQHVVRI6HHG&R0DODZL¶VSURPRWLRQDOVWUDWHJLHVLQLQIOXHQFLQJ
the buying behavior of Seed Co customers.
c) To analyze any challenges that Seed Co Malawi customers have in accessing their
products.

1.5 Hypothesis.
HO: There is no significant relationship between consumer buying behavior and promotion mix
strategies.

1.6 Research Questions.

I. What promotional mix strategies are used by Seed Co Malawi to reach its customers?
II. What is the influence of promotional mix strategies on consumer buying behavior?
III. What challenges do Seed Co Malawi customers have in accessing the products?

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2.0 LITERATURE REVIEW.



2.1 Promotion Strategy.

Promotion consists of the various alternatives that firms adopt to inform the customer about their
product and to persuade customers to buy the product. According to Jain (2001: 486), promotion
strategies are concerned with the planning, implementation, and control of persuasive
communication with customers. He further states that clear-cut objectives and a sharp focus on
target customers are necessary for an effective promotional program. To be effective, the
promotional strategy must be guided by the marketing concept such as focusing on consumer needs
and integrating all activities of the organization to satisfy those needs (Jones, 2010). McDonald
and Wilson (2016) suggest that it is important for companies to build up channels of
communication with potential customers, and use marketing intelligence to gather any information
that an institution would find useful in a competitive environment. Alam (2013) stated that
effective sales promotion campaign enables an organization to successfully out brand its
competitors in a continuous battle for the hearts and minds of customers. As a consequence, the
FRQVXPHU¶s brand choice is influenced by the sales promotion campaigns. Prior to making a
decision, the typical consumers will take into account whether or not a promotion exists. They may
also buy something they had not planned or buy something in a greater quantity because there is a
promotion. Results in a research carried out by Kisu (2015) in Kenya, show that the seed
FRPSDQ\¶V promotional strategies play a vital role in the creation of mutually beneficial exchanges
between producers and consumers of goods, services or ideas. Brassington and Pettitt (2000) has
categorized the promotional mix strategies into five main elements; Advertising, Sales promotion,
Public relations, Personnel selling, and Direct Marketing.

2.1.1 Advertising.
One of the key factors in the promotional mix, which contributes to brand building and also how
the market perceives the company, is advertising. Kumawat (2009: 318) defines advertisement as
any paid form of non-personal presentation and promotion of ideas, goods or services of an
identified sponsor. Media such as television, radio, newspapers, magazines and billboards and
demonstration plots are mostly used to transmit advertisements to consumers (Lamb, 2008).
Results from research on consumer behavior of hybrid maize seed and study of hybrid maize

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market potential of Solapur district in India carried out by Mahadeorao (2012) show that most seed
companies adopt the advertisement activity which contributes to 75% of the farmers being aware
of the hybrid seeds for the companies. Good advertising builds a solid brand for the company.
Results from a research on analysis of motivational influences of customer buying behavior of
industrial products carried out by Aduba (2009) in Nigeria show that 62% of the respondents were
influenced by a company name. On the other hand, bad advertising with a wrong message, can
cause the brand or product to fail (Bhasin, 2017). The key difference between advertising and other
promotional tools is that it is impersonal and communicates with large numbers of people through
paid media channels. According to Lamb (2004), advertisement is most useful in gaining customer
attention for goods and services although does have an impact in the later stages.

2.1.2 Sales Promotion.

This refers to short-term incentives to encourage the purchase or sale of a product or service using
tools such as discounts, premium, coupons, displays and demonstrations, (Kotler & Armstrong,
2014). Lamb (2004: 469) says sales promotion is generally a short run tool used to stimulate
increases in demand. Sales promotion is certainly one of the critical elements in marketing mix
and toolkit for the marketers. Statistics for packaging companies show that sales promotion
comprises nearly 75% of the marketing budget (Neslin, 2002). The purpose of a sales promotion
is to attract new customers, maintain existing customers who are contemplating switching brands
and give incentives to customers who are about to use competing products. Sales promotions vary
depending on the situation and need, and they have an immediate effect on product purchases.
Ochieng (2014) looked at influence of sales promotion strategies on consumer behavior in the
alcoholic spirits industry at University of Nairobi in Kenya and used descriptive statistics to
analyze the results. The findings indicated that sales promotion strategies had a significant positive
influence on consumer behavior.

2.1.3 Public Relations.

Public relations refer WREXLOGLQJJRRGUHODWLRQVZLWKWKHYDULRXVFRPSDQ\¶VSXEOLFVE\REWDLQLQJ
favorable publicity, building up a good corporate image and heading off unfavorable rumors,
stories and events. Some of the tools used in public relations are; News, speeches and special
events. Public relations cover a range of activities, for example the creation and maintenance of
corporate identity and image; charitable involvement, such as sponsorship, and community

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initiatives; media relation for the spreading of good news as well as for crisis management, such
as damage limitation. Marketers tend to underuse public relations or use it as an afterthought. Yet
well thought out public relations campaign used with other promotion mix elements can be very
effective and economical (Kotler et al., 2014: 444).

2.1.4 Personal Selling.

Farese (1997: 252) describes personal selling as making an oral presentation to one or more
potential buyers. He further argues that it is most flexible and individualized. It is a two-way
communication tool between a representative of an organization and an individual or group, with
the intention to form, persuade or remind them, or sometimes serve them to take appropriate
actions. According to Lamb (2004), sales personnel are more effective at creating customer interest
for a service and at creating the desire. For example, advertising may help a potential seed
purchaser gain knowledge and information about company brands but salesperson may be the one
who actually encourages the buyer to decide a particular brand is the best choice. In a research
conducted by Yousif (2016) in University of Al-Zarqain Jordan, on The Impact of Personal Selling
on the Purchasing Behavior towards Clothes, the regression analysis results indicated that personal
selling factors explain about 57.6 % of the changes that affect youth buying behavior towards
clothes. Hence, the sales force within the seed companies in Malawi needs not only to be trained
in the art of selling but also to be aware of all the services available and be able to clearly explain
what each service offers. Since cusWRPHUV¶ QHHGVDQG PRWLYDWLRQ DUH OLNHO\ WR EH FRPSOH[ DQG
their ability to assess alternative courses of action without professional assistance is likely to be
limited, it is of great significance for the sales force engages and cooperates toward the customer,
WU\LQJWRILQGDVROXWLRQWRWKHFXVWRPHU¶VSUREOHPUDWKHUWKDQRQO\SHUVXDGLQJKLPWRSXUFKDVH
the products.

2.1.5 Direct Marketing.

As Kotler et al. (2014) defines it, direct marketing refers to direct connections with carefully
targeted individual customers to both obtain an immediate response and cultivate lasting customer
relationships, for example the use of direct mail, e-mail, internet, direct response TV and other
tools to communicate directly with specific customers. Direct marketing features include: direct
communication, interactivity, traditional direct marketing, taking place in the media. The Seed
sector needs to extend its face to face selling towards direct marketing of products and services in

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the form of phone, mail or computer transactions. Internet technology also makes it possible to
follow individual customer usage. With the information gathered in an integrated database it is
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From some of the previous research results highlighted above it is indicated that most of these
promotional mix elements have an influence on consumer buying behavior of a variety of products
and services in different industries hence a need to extend the research and find out the contribution
of a combination of the promotional mix strategies on consumer buying behavior of Seed Co
Malawi products.

2.2 Consumer Buying Behavior.

Consumer buying behavior is the decision process and physical activity individuals engage in
when evaluating, acquiring, using or disposing of goods and services (Loudon 1993). The study
of the consumer focuses on what products or services one purchase, why he purchases them, where
he purchases them, how he uses them, how frequently he purchases them and who influences his
purchase. A study of consumer behavior is likely to reveal whether target consumers of the
enterprise emphasize more on the price of the product or its quality. Boyd (2010: 131) says that
all products and services that consumers use will have been involved in a decision making process.
When products are used repeatedly, it is a sign that customers are loyal to the product. Brand
loyalty is something that most managers strive to achieve. In order to achieve brand loyalty, it is
imperative to understand how consumers make their decisions and what type of factors can
increase the like hood of continuous repeat purchase. Most manufacturers and marketers wish that
consumers made decisions based solidly upon the information that is presented to them.
Unfortunately, the consumer buying decision making process is rarely so simple. Boyd (2010) also
declares that in addition to the information that consumers are faced with, there are many factors
that come into play when consumers are deciding what to buy. The context in which products are
presented, lifestyle, culture, peer pressure, level of involvement, emotions, social class, amount of
choice and attitudes have been suggested can affect consumer decision making. As Cheverton
(2004: 313) points out that promoting a major brand has to be a long term activity, it is essential
for seed companies in Malawi to understand the complex consumer decision buying behavior so
that they can be able to put into consideration promotional mix strategies that can help in building
up of long term brand loyalty of their products.

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The consumer buying decision making process consists of five stages: need recognition,
information search, and evaluation of alternatives, purchase decision, and post purchase behavior
(Sheth, 2008).

Kotler et al. (2014: 176) gives a figure depicting the five stages of the consumer buying decision
making process as shown below.

Figure 2.2.1: Stages of the consumer buying decision making process.



Begins with a customer, is recognition of a problem to be solved or a need to be satisfied (Sheth,

2004). It occurs when consumers are faced with an imbalance between actual state and the desired
sate. Need recognition is triggered when a consumer is exposed to either an internal stimulus like
thirst or an external stimulus like an advertisement on a radio. $PDUNHWLQJPDQDJHU¶VREMHFWLYHLV
to get consumers to recognize an imbalance between their present state and their preferred state.
Advertising and sales promotion often provide this stimulus. Next is the informational search. It
is during this step that the consumer identifies various alternatives that are available that might
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the extent of the information search. The evaluation of the alternatives available is the next step.
At this step the consumer is able to make decisions and is usually based on the information stored
in the memory and obtained from the outside sources. The purchase is when the consumer satisfies
their need by actually purchasing a product that they have liked form a list of various options.
Lastly the post purchase behavior, during this step the consumer tries to analyze whether or not
the product has actually satisfied their need. Being aware of all these stages can assist Seed Co
Malawi to adopt better marketing strategies to achieve its objectives. Marketing strategy according
to Surridge et al. (2005: 18) is the plan a firm adopts to achieve its marketing objectives. In
practice, fewer messages take the consumers all the way from awareness to purchase but the AIDA
framework suggests the desirable qualities of a good message (Kotler et al., 2007). It is an

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acronym, which consists of the factors of attention, interest, desire and action, all of them relevant
to the relationship between consumer behavior and advertising. The first element, that is attention,
describes the stage in which the brand manages to gain the attention of the consumer through the
advertisement that he/she has come into contact with. It could be either positive or negative
attention or sometimes, in a worse case, no attention at all. Companies in Malawi must be creating
attention, interest, desire, and attraction of their products in the market using appropriate channels
of communication to reach the mass market hence stimulating demand of existing and new
products in the market. Adoption of the theory by firms promotes tremendous growth of the
companies in terms of client base and revenue. When putting messages together, the marketer must
decide what to say and how to say it. Lamb (2004: 479) depicts relationship between promotion
mix strategies and the AIDA model shown in the table below

Table 2.2.2: Relationship between some of the promotional mix strategies and the AIDA model.

Attention Interest Desire Action

Advertising Very effective Very effective Somewhat Not effective

effective

Public relations Very effective Very effective Very effective Not effective

Sales promotion Somewhat Somewhat Very effective Somewhat

effective effective effective

Personal selling Somewhat Very effective Very effective Very effective

effective

From table 1 above, advertisements and public relations are most useful in gaining attention for
JRRGVDQGVHUYLFHVVDOHVSURPRWLRQ¶VJUHDWHst strength is in creating strong desire and purchase
interest and personal selling is effective in at creating desire. This relationship clearly indicates
that there is no one promotional strategy which is perfect in describing the process leading potential
customer to a purchase. This is one of the reasons justifying the need in this study to answer the

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research question: What is the contribution of promotional mix strategies on the consumer buying
behavior of Seed Co Malawi products.

2.3 Seed Co Ltd Background.

6HHG&R0DODZL/LPLWHGLVWKHFRXQWU\¶VOHDGLQJSURYLGHURIFURSVHHGVDQGDXQLWRI$IULFD¶V
most vibrant seed company, Seed Co Limited. Seed Co started as a Seed Maize Association (SMA)
in 1940. Rattray and Arnold produced first hybrid seeds for sale in 1949. A Crop Seeds Association
was formed (CSA) in 1957. In 1960, the first commercial hybrid was released. In 1970, Rattray
Arnold Research station was purchased. CSA and SMA merged to form Seed Coop in 1983.
Kadoma Research Station was acquired in 1991. Seed Co Zambia was established in 1998 and it
was in 2000 when Seed Co Malawi was established. Seed Co Malawi is located in Kanengo in
Lilongwe district. The core business of Seed Co is the production and marketing of certified hybrid
VHHGV7KH&RPSDQ\¶VVHHGSURGXFWVDUHWKHHQGUHVXOWRIORQJ-term scientific breeding programs.
They are designed to add real and consistent value to every farming operation giving farmers the
opportunity to be having food surplus year in year out and hence a resultant good standard of
living. Seed Co has managed to grow its continental footprint in its market segment across Africa
OHYHUDJLQJ WKH SRZHU RI WKH ³6HHG &R´ EUDQG HTXLW\ DQG VXSHULRU VHHG SURGXFWV ZLWK PXOWL-
geography adaptability characteristics (www.seedcogroup.com).

Seed Co has registered operations in the following countries: Botswana, Ghana, Kenya, Malawi
Nigeria, Rwanda, South Africa, Tanzania, Zambia and Zimbabwe. 6HHG &R 0DODZL¶V PDLQ
competitors include DeKalb, Monsanto and National Seed Company of Malawi (NSCM). Seed Co
products mainly include Maize, Soy beans, Sugar Beans and Ground nuts. Among the products,
the maize varieties found in Malawi include SC 537 (Mbidzi), SC 627 (Mkango), SC403 (Kanyani)
and SC 617(Njovu).

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3.0. RESEARCH METHODS AND PROCEDURES.



This study sought to find out the contribution of promotional mix strategies on buying behavior of
Chitsime EPA farmers, T/A Chiseka in Lilongwe on Seed Co Malawi products.

3.1. Study Area.

The research was conducted in Lilongwe rural. The study area was chosen because Lilongwe is
one of the areas in Malawi where Seed Co products like maize are cultivated. The rural part of
Lilongwe was preferred because Crop production in Malawi is mostly done in the rural areas.

3.2 Sampling Frame.

Seed Co Malawi customers was the population from which the respondents were selected.

3.3 Data Source.

The study relied on both primary and secondary data sources. Primary data on the extent to which
the promotional mix strategies used by Seed Co Malawi influences the buying behavior of farmers
was collected using semi structured questionnaires, with both close-ended and open-ended
questions. Secondary data on promotional mix strategies used by Seed Co Malawi to reach its
customers was gathered from Seed Co Malawi.

3.4 Data Collection Methods.

A survey was conducted whereby 60 farmers were interviewed using a semi structured
questionnaire for collection of primary data.

3.5 Sampling Methods.

This research used probability sampling methods and cluster sampling because heterogeneous
group (i.e., Smallholder farmers) had to be studied at one time without stratification. Random
sampling technique was applied within individual clusters.

3.6 Sample Size.

Saunders et al. (2009:249) provides a rule of thumb that there should be a minimum sample size
of 30. He continues to say that Statisticians have also shown that a sample size of 30 or more will
usually result in a sampling distribution for the mean that is very close to a normal distribution.
Based on this literature, the study used a sample size of 60.

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3.7 Measuring Instruments.

A semi-structured questionnaire with well-arranged questions in a logical sequence was used to
collect data from the farmers.

3.8 Analytical Techniques.

Descriptive statistics was used. Microsoft Excel, and SPSS were used to analyze the data.

3.8.1 Objective 1: To identify promotional strategies used by Seed Co Malawi to reach its
customers.
This objective sought to find out the promotional mix strategies used by Seed Co Malawi to reach
its customers. To achieve this objective, descriptive statistics like frequencies and percentages,
with aid SPSS version 20 was used.

3.8.2 Objective 2: To analyze the influence RI6HHG&R0DODZL¶VSURPRWLRQDOVWUDWHJLHVLQ

influencing the buying behavior of Seed Co customers.

This objective sought to analyze the effectiveness of each promotional mix strategy Seed Co
Malawi uses to reach its customers in influencing consumer buying behavior. To achieve this
objective, descriptive statistics like mean and standard deviations, with aid of SPSS version 20 and
Microsoft Excel 2013 was used.
3.8.3 Objective 3: To analyze challenges that Seed Co Malawi customers have in accessing
their products.
To achieve this objective, descriptive statistics like frequencies and percentages with aid of
Microsoft Excel 2013 and SPSS version 20 was used.

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4.0 RESULTS AND DISCUSSION.



4.1 Demographic Characteristics.

The study initially sought to ascertain the general information on the respondents involved in the
study with regards to the age bracket, gender, education level and marital status.

4.1.1 Age.
The respondents were required to indicate their age. The study findings indicated that majority
(43.3%) indicated that their age bracket was between 31 and 55 years. Analysis of findings also
indicated that 35.0% of the respondents were between 26 and 30 years of age. The findings further
indicated that 16.7% were between 15-25 years while 5.0% were above 55 years of age. The
finding indicated that most respondents were between 31-55 years. This implies that they were old
enough to understand the extent to which promotional mix strategies influence their buying
behavior. The findings of the study are illustrated in Figure 4.1.1.

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Figure 4.1.1: Distribution of the respondents by age bracket.

4.1.2 Gender.
The study sought to establish the gender of the respondents and the findings are as shown in Figure
4.1.2. The study recorded more response rate from females. Of the 60 respondents, 31 representing

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51.7% were females and 48.3% were males. This shows that both sexes are involved in production.
However, it is females who are mostly involved in crop production.

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Figure 4.1.2: Gender of respondents

4.1.3 Education Level.

The respondents were asked to indicate their education level. The results indicated that most people
(56.7%) had attended primary education. 11.7% had attended secondary education, only 3.3% had
attended tertiary level education and 28.3% never went to school. This shows that majority of the
respondents had a formal education background to allow them to understand the influence of
promotion strategies on consumer behavior. It further shows that the respondents were learned and
could therefore give valid and reliable information required for the study. The findings are
illustrated in the figure 4.1.3

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affected their buying behavior in terms of quantity of purchase due to the limited land size. The
results are in the Figure 4.2.1below.

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>ĂŶĚƐŝnjĞ

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Figure 4.2.1: land holding size

4.3 Seed Co Malawi Products Cultivated.

The study also sought to establish Seed Co Malawi products cultivated. A checklist was used for
Seed Co Malawi to indicate products offered to the customers and respondents were asked Seed
Co Malawi products they cultivate. Seed Co Malawi indicated various maize hybrid seeds like Sc
627, Sc 719, Sc 403, Sc 301, Sc 303, Sc 423 and Sc 537. They also offered Soy beans particularly
Serenanda and squire varieties and sugar beans, kholophethe variety. The analysis reveals that
many of the farmers, 98.3% cultivate maize. 33.3% cultivate soy beans, 11% cultivate ground nuts
and only 7% cultivate sugar beans. A very large percentage cultivates maize. This is just in line
with the fact that maize is the main staple food in Malawi and is the crop most cultivated especially
in central region of Malawi where this study was conducted. The findings are illustrated in Figure
4.3.1.

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Figure 4.3.1: Seed Co Malawi products cultivated.

4.4 Quantity Purchased.

Consumer purchase decision is indicated or measured by the quantity of purchased. The
respondents were asked the quantity of purchase for Seed Co Malawi products they cultivate. The
findings showed that the majority of the farmers purchased maize between 1-5kg which is
represented by 43.3%. This is due to limited land size of the respondents. Figure 4.4.1 illustrate
the findings.

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Figure 4.4.1: quantity of maize purchased.

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Figure 4.6.1: Other companies other than Seed Co Malawi producing better seeds for respondents

4.7 Ranking Performance of Seed Companies in Parameters of Price and Quality of

Products.
The respondents ranked the performance of Seed Co Malawi, Monsanto, PANAR Seed and NSCM
in parameter of price and quality of products.

4.7.1 Performance of Seed Companies in Parameter of Price.

The study wanted to find out the performance of Seed companies in the parameter of price. In
order to further assess the influence of promotion mix strategies on consumer buying behavior of
Seed Co Malawi products, the respondents were requested to rank performance of seed companies
in the parameter of price. The responses were rated on a five-point Likert scale consisting of
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deviations were generated from SPSS and are as illustrated in Table 4.7.1.

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Table 4.7.1: Performance of seed companies in the parameter of price.

Mean Std Dev

Seed Co Malawi 3.58 0.720

Monsanto 3.05 1.032

PANAR Seed 3.10 1.100

NSCM 3.10 1.245

From the findings as shown in Table 4.7.1, majority of the respondents rated PANAR Seed (3.10),
NSCM (3.10) and Monsanto (3.05) to have good prices. Seed Co Malawi was rated by most
customers to have poor prices (3.58). Customers are very sensitive to price changes. A slight
change in price changes demand for a product hence a need for Seed companies to pay a closer
attention when pricing their products.

4.7.2 Performance of Seed Companies in the Parameter of Quality of Products.

In order to further assess the influence of promotion mix strategies on consumer buying behavior
of Seed Co Malawi products, the respondents were requested to rank performance of seed
companies in the parameter of quality of products. The responses were rated on a five-point Likert
VFDOHFRQVLVWLQJRIH[FHOOHQW  JRRG  PRGHUDWH  SRRU  DQGGRQ¶WNQRZ  The mean
and standard deviations were generated from SPSS and are as illustrated in Table 4.7.1.

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Table 4.7.1 Performance of seed companies in the parameter of quality of products.

Mean Std Dev

Seed Co Malawi 1.79 0.863

Monsanto 3.37 1.235

PANAR Seed 3.47 1.359

NSCM 3.27 1.247

From the findings as shown in Table 4.7.1, majority of the respondents rated PANAR Seed (3.47),
NSCM (3.21) and Monsanto (3.37) to have products of poor quality. Seed Co Malawi was rated
by most customers to have products of excellent quality (1.79). Analysis indicated that Seed Co
Malawi produces good quality products to the majority of the respondents. Most of the respondents
purchased maize hybrid seeds from Seed Co Malawi due to particular attributes like early maturing
(SC 403) and high yielding (SC 617).

4.8 How Farmers Learn About Seed Co Malawi.

This section presents the findings on the various ways by which farmers get awareness of Seed Co
Malawi products. The respondents were asked to indicate the medium from which they got to
know about Seed Co Malawi products. Figure 4.8.1 shows that 66.7% of the respondents got to
learn of Seed Co Malawi Products through adverts, 58.3% through friends, 31.7% through family
members, 3.3% through demonstration plots, 1.7% through cooperatives and 1.7% through
extension workers. This depicts most farmers got to learn of Seed Co Malawi products through
adverts. The findings were in line with the AIDA model which ranks advertisements to be very
effective in creating customer awareness.

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Figure 4.8.1: How farmers learn of Seed Co Malawi products.

4.9 Competitiveness of Seed Co Malawi in the Market.

The study sought to establish how the respondents, as customers, rated the competitiveness of Seed
Co Malawi in the market. Figure 4.9.1 shows that 34% of the respondents indicated that the
Company was extremely competitive, 11% of the respondents indicated that the Company was
very competitive and 28% indicated that the company was competitive. 13% said the company
was less competitive and 8% indicated that the company was not competitive.

ϯϰ



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Figure 4.9.1: Competitiveness of Seed Co Malawi in the market.

4.10 Promotional Strategies Used by Seed Co Malawi to Reach Chitsime EPA Farmers in
Lilongwe.
This section presents the findings on the various promotional strategies used by Seed Co Malawi
to avail information to and attract customers. A checklist was used for Seed Co Malawi to indicate
promotion strategies used and respondents were also asked to indicate the promotional strategies
Seed Co use to reach them. Seed Co Malawi marketing manager indicated that they widely use
good product quality, market driven and differentiated pricing, direct selling, personal selling,
advertising and sales promotions.

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Figure 4.10.1: Promotional strategies used by Seed Co to reach its customers.

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Illustration of the findings in Figure 4.10.1 shows that 66.7% of the respondents indicated
demonstration plots, 55% adverts, 21.7% price off deals and sales promotion and 16.7% indicated
good product quality. This depicts demonstration plots and adverts were used much more by Seed
Co Malawi in its promotion strategies. The results imply that Seed Co Malawi uses a variety of
promotion mix strategies to reach its customers.

4.11 Influence of Promotional Mix Strategies.

The study sought to find out the influence of promotional strategies used by Seed Co Malawi on
consumer buying behavior of Chitsime EPA in Lilongwe. In order to further assess the influence
of promotion mix strategies on consumer buying behavior of Seed Co Malawi products, the
respondents were requested to indicate the extent to which the following events influence the actual
buying of Seed Co Malawi products. The responses were rated on a five-point Likert scale
consisting of strongly agree (1), Agree (2), neutral (3), disagree (4) and strongly disagree (5). The
mean and standard deviations were generated from SPSS and are as illustrated in Table 4.11.1.

Table 4.11.1: Influence of promotion mix strategies on consumer buying behavior.

Mean Std Dev

Demo plots 1.62 0.865

Adverts 2.38 1.166

Price off deals 2.68 1.242

Sales promotions 2.90 1.272

Agricultural shows 1.00

From the findings as shown in Table 4.9, majority of the respondents strongly agreed that
demonstration plots (1.62) influence them to buy Seed Co Malawi products, adverts (2.38), price
off deals (2.68), sales promotions (2.90) and agricultural shows (1.00) influence them to buy Seed
Co Malawi products. There are various actions that the customers can undertake after the purchase
of a product which is being promoted including, if satisfied, becoming loyal to the product, buying
the product again, and telling their others about the product and, if dissatisfied, they can change

ϯϲ



the brand, caution their friends not to try the product and also complain about the product to the
company representatives. Hence, these consumer behaviors were likely to be affected by the
promotion mix strategies adopted by the Seed Co Malawi.

4.12 Challenges Faced.

The study also sought to analyze challenges faced by Chitsime EPA consumers of Seed Co Malawi
in trying to access Seed Co Malawi products. Results indicated that out of the 60 farmers, 51.7%
face the challenge of high product price. 15% faced a challenge of some distributors selling fake
seeds to them. 8.3% were faced by a challenge of scarcity of seeds during the planting season.
Lack of information on performance of other seed varieties was faced by 1.7% of the respondents.
Long distance travelled to purchase seed, inadequate distributors in rural areas and unavailability
of preferred maize hybrid maize seeds were experienced by 5%, 5% and 1.7% of the respondents
respectively. The majority faced a challenge of price. The findings are illustrated in figure 4.12.1

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ϱϬ

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WĞƌĐĞŶƚĂŐĞ

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Figure 4.12.1: Challenges faced by Seed Co Malawi customers of Chitsime EPA in Lilongwe.

ϯϳ



The respondents complained of high prices since they were low income people. Due to high
demand for seed during the planting season there was unavailability of preferred maize hybrid seed
and some distributors were selling fake seeds to the customers. The farmers lacked access to credit
services as they do not meet some requirements like collateral to obtain credit from formal
financial sector. As a result, most of them also complained of lack of cooperatives where they
could be getting inputs on loan.

ϯϴ



5.0 CONCLUSION.


5.1 Introduction.
The major objective of this study was to find out the influence of promotional strategies used by
Seed Co Malawi on consumer buying behavior which can also help seed companies to improve
their businesses.

5.2 Main Findings.

The study established that the majority of the respondents purchase Seed Co Malawi maize hybrid
seeds. The study established that Seed Co Malawi is an extremely competitive brand with best
quality seed, high prices and customer satisfaction. PANAR Seed and Monsanto were mentioned
by most respondents as other companies producing better seed for them.

The findings indicated that Seed Co Malawi adopt at least some promotional strategies mostly
demonstration plots and advertisements in their endeavor to achieve some competitive advantage
over their competitors in such a dynamic environment. 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. Majority of the respondents agreed that promotion strategies
like adverts, price off deals and demonstration plot influence them to buy products. Therefore,
there is a significant relationship between promotion strategies and consumer buying behavior.

5.3 Study Limitation.

Inadequate financial resources affected the results of the study. Support from well-wishers was
sought by the researcher.

Getting accurate information from the respondents was also one of the major challenges since
some of the respondents had a wrong assumption that seeds would be distributed to them. The
challenge was minimized by clearly explaining to them the major aim of the study and probing
more to get positive response and accurate information.

ϯϵ



6.0 RECOMMENDATIONS.

The study found out that the promotion strategies practiced by Seed Co Malawi had a significant
positive influence on the consumer behavior. The study therefore recommends that the
management of Seed Co Malawi should invest more in promotion strategies mostly demonstration
plots and adverts and formulate comprehensive and effective promotion strategies that seek to
build brand awareness, creating favorable brand attitudes, gaining market share, inducing
purchase, building brand loyalty and increasing sales.

Boyd (2010) declares that in addition to the information that consumers are faced with, there are
many factors that come into play when consumers are deciding what to buy. The lifestyle, culture,
and social class, have been suggested can affect consumer decision making. The study was
conducted in Lilongwe rural and it is recommended that similar studies should also be conducted
in other areas of people with different culture, social class and lifestyle to validate the results.

Finally, the study reveals that majority of the respondents complained about high price of products.
The study therefore recommends that the management of the Seed Co Malawi and other seed
companies should offer affordable prices to their target consumers so as to achieve a long-term
HIIHFWRQLQFUHDVLQJWKHILUP¶VPDUNHWVKDUHLPSURYHVDOHVYROXPHUHWDLQFXVWRPHUVDQGreduce
switching of customers. What customers say about the product is of paramount importance in
product positioning.

ϰϬ



7.0 REFERENCES.

Aduba, P.N. (2009). An Analysis of Motivational Influences of Customer Buying Behavior of

Industrial Products in the South. Published MSc Thesis, University of Nigeria, Enugu
Campus.

Alam, A., Almotairi, M. and Gaadar, K. (2013). The role of promotional strategies in personal
selling. Far East Journal of Psychology and Business, 12(3), 41-49.

Barskey, J. D. and Labagh, R. (1992). A Strategy for Customer Satisfaction. Cornell Hotel and
Restaurant Administration Quarterly.

Bhasin, H. (2017). Promotional mix: What are the different types of promotions? (Online).
Available at http://www.marketing91.com. Accessed on 15 March, 2018.

BoyD, J.V.C. (2010). Consumer Psychology. McGraw Hill, England.

Brassington, F., & Pettitt, S. (2000), Principles of Marketing. (2nd Edition). Harlow Pearson
Education Limited.

Cheverton, P. (2004). Key Marketing Skills. (2nd Edition). Kogan Page Limited, London, UK.

Czinkota, M.R., & Ronkainen, I.A (2004), International Marketing. (7th Edition). Ohio: Harcourt.
Inc.

Farese, L., Kimbrell, G. and Woloszyk, N. (1997). Marketing Essentials. (2nd Edition). McGraw
Hill, California.

Gabay, J., J. (2003). Marketing. (2nd Edition). British Library, London.

Jain, S.C. (2001). Marketing: Planning and Strategy. (6th Edition). Loneton Press, New York.

Jones, J.M. (2010). An exploratory study on attitude persistence using sales promotion. Journal of
Managerial Issues, 20(3), 401-416.

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Kamanga, E. (2013). The influence of packaging and labeling on young consumer buying behavior
of food items. Unpublished BSc Thesis. Lilongwe University of Agriculture and Natural
Resources, Bunda College.

Kisu, J.N. (2015). Effect of marketing strategies on the performance of seed companies in Kenya.
Published MSc Thesis. University of Nairobi, Kenya.

Kotler, P. & Keller, K.L. (2007). Marketing Management. (12th Edition). Pearson Prentice Hall.

Kotler, P. and Gary, A. (2014). Principles of marketing. (15th edition). Pearson Education, UK.

Kumawat, H.S. (2009). Modern Entrepreneur and Entrepreneurship: Process, Theory and
Practice. Sunrise Publishers and Distributors, Jaipur.

Lamb, W., C., Hair, F., J. and McDaniel, C. (2004). Marketing. (7th Edition). Thomson South
Western, Canada.

Lamb, W., C., Hair, F., J. and McDaniel, C. (2008). Marketing. (9th Edition). Thomson South
Western, Canada.

Loudon, D. and Bitta, A.D.J. (1993). Consumer Behavior: Concepts and Applications. (4th
Edition). McGraw Hill Inc. London, UK.

Mahadeorao, B.S. (2012). Consumer Behavior of Hybrid maize seed and study of Hybrid maize
market potential of Solapur district. Published MSc Thesis. Jabalpur College of
Agriculture, India.

Mbogo, P. K. (2013). Influence of promotion mix strategies on the growth of customers of

SDWKRORJLVWV¶ODQFHW.HQ\D Published MSc Thesis, University of Nairobi, Kenya.

McDonald, M. and Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. (8th Edition). Wiley Publishers, India.

Moore, D.S., McCabe, P.G., Duckworth, M.W. and Sclove, S.L. (2003). The Practice of Business
Statistics: Using Data for Decisions. W.H Freeman and Company, New York.

Neslin, S.A. (2002). Sales Promotion. Marketing Science Institute, Cambridge.

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Ochieng, O.M.C. (2014). Influence of sales promotion strategies on consumer behavior in the
alcoholic spirits industry in Nairobi Central Business District, Published MSc Thesis,
University of Nairobi, Kenya.

Ritchards, C., Dransfield, R., Richards, N. and Hough, K. (2006). Applied Business. Heinemann
Education Publishers, UK.

Saunders, M., Lewis, P. and Thornhill, A. (2009). Research methods for business students. (15th
Edition). Pearson Education, London, UK.

Seed Co Group. (2018). Our Story. (Online). Available at www.seedcogroup.com. Accessed on

15 March, 2018.

Sheth, J., N. and Mittal, B. (2004). Customer Behavior: A Managerial Perspective. (2nd Edition).
Thomson South Western, USA.

Sheth, J., N. and Mittal, B. (2008). Customer Behavior: A Managerial Perspective. (9nd Edition).
Thomson South Western, USA.

Spender, J., C. (2014). Business Strategy: Managing Uncertainty, Opportunity and Enterprise.
Oxford University Press, UK.

Stone, A.M. (2007). Fundamentals of Marketing. Routledge, USA.

Surridge, M. and Gllespie, A. (2005). Business Studies. (2nd Edition). British Library, London.

Whalley, A. (2010). Strategic Marketing. Ventus Publishing, USA.

Yousif, O.R. (2016). The Impact of Personal Selling on the Purchasing Behavior towards Clothes:
A Case Study on the Youth Category. Published MSc Thesis, Al-Zarqa University, Jordan.

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Appendix 1.

CHECKLIST FOR SEED CO MALAWI

CONTRIBUTION OF PROMOTIONAL MIX STRATEGIES ON CONSUMER BUYING

BEHAVIOUR OF SEED-CO MALAWI PRODUCTS. (A case study of Chitsime EPA, T/A
Chiseka in Lilongwe District).

INTRODUCTION

I am William Bisayi, a fourth-year student pursuing a Bachelor degree in Agricultural Enterprise

Development and Microfinance at Lilongwe University of Agriculture and Natural Recourses
(LUANAR), Bunda Campus. In partial fulfillment of the requirements to the award of the Bachelor
GHJUHH,DPUHTXLUHGWRFDUU\RXWDVWXG\RQ³Contribution of promotion mix strategies on
consumer buying behavior of Seed Co Malawi products.´ I kindly request your assistance by
providing me with secondary data for my topic of study through responding to the checklist.

You may also add anything you wish to be included in my research. A copy of the final report will
be made available to you at your request. All information elicited through this medium, will be
held in strict confidence and used for the research purpose alone.

CHECKLIST

What products do you offer to the customers?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

ϰϰ



What promotion strategies do you use to reach your customers?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
___________________________________________________________________________

THANK YOU FOR YOUR COOPERATION.

ϰϱ

  Questionnaire Number______________


Appendix 2.

QUESTIONNAIRE
CONTRIBUTION OF PROMOTIONAL MIX STRATEGIES ON CONSUMER BUYING
BEHAVIOUR OF SEED-CO MALAWI PRODUCTS. (A case study of Chitsime EPA, T/A
Chiseka in Lilongwe District).

INTRODUCTION
I am William Bisayi from Lilongwe University of Agriculture and Natural Resources, Bunda
Campus studying Enterprise Development and Microfinance. Am doing a research on the topic
above as one of the requirements for the program. I would like to get some data from you which
will help me in my research project. You are kindly requested to participate in answering the
questionnaire. Be assured that any information obtained will be treated with utmost confidentiality
and will be used for purpose of this study only. I therefore request that you may answer all the
questions with utmost honesty. Thank you.
A. IDENTIFICATION
Interviewer_________________________ Name of respondent___________________________

EPA_______________________________ District ____________________________________

T/A _______________________________Village _____________________________________

Date of interview _______________________________________________________________

Start time _____________________________ End time _________________________________

B. DEMOGRAPHIC INFORMATION
B1. Age B2. Sex B3. Education level B4. Marital status

1. 15-25 1=male 1= none 1= single

2. 26-30 2=female 2= Primary 2= married
3. 31-55 3= Secondary
4. Over 55
4= Tertiary

C. GENERAL OVERVIEW
C1. What is your land size? (Acre / Hectare).
1. <1
2. 1-5
3. >5

ϰϲ

  Questionnaire Number______________


C2. What Seed Co Malawi products do you cultivate? (Tick where necessary)
Yes No

1. Maize [ ] [ ]
2. Soy beans [ ] [ ]
3. Sugar beans [ ] [ ]
4. Other________________________________________________________ (specify)
C3. Why do you like to cultivate these products from Seed Co Malawi?

1. Cheap [ ] 3. Other(specify)_______________
2. Quality products [ ] __________________________
C4. What is the point of purchase for the seed if the seed was purchased? (Tick)
ϭ͘ Maize : Distributer Cooperative Other___________________________
Ϯ͘ Soybeans : Distributer Cooperative Other___________________________
ϯ͘ Sugar beans: Distributer Cooperative Other___________________________
ϰ͘ Other (Specify)________________________________________________________
Distributer Cooperative Other_______________
C5. What is the quantity of purchase in the 2018/19 growing season if seed was purchased?
ϭ͘ Maize : 1-5kg 6-10kg other (specify) ___________________
Ϯ͘ Soybeans : 1-5kg 6-10kg other (specify) ___________________
ϯ͘ Sugar beans: 1-5kg 6-10kg other (specify) ___________________
ϰ͘ Other (Specify)________________________________________________________
C6. If seed was not purchased, where did you get the seed?
1. used seed harvested from previous growing season [ ]
2. Given by friends [ ]
3. Other (specify) ________________________________________________________
C7. Since how long have you been purchasing or using Seed Co Malawi products?
1. Below 2 years [ ] 4. More than 10 years [ ]
2. 3-5 years [ ]
3. 6-10 years [ ]
C8. Apart from Seed Co Mw, which other company produces better seeds for you in Malawi?

1. PANAR Seed [ ] 2. Monsanto [ ]

3. NSCM [ ]
4. Others (mention)_________________________________________________

ϰϳ

  Questionnaire Number______________


C9. Rank performance of the following Seed companies in the following parameters.
Use the scale: 1. Excellent 2. Good 3. Moderate 4. Poor
Parameter Seed Co NSCM Monsanto PANAR
Malawi seed
Price
Quality of
products

C10. How do you learn about Seed Co Malawi products? (Tick where necessary)
Yes No
1. Friends [ ] [ ]
2. Family members [ ] [ ]
3. Adverts [ ] [ ]
4. Other ________________________________________________________(specify)
C11. As a customer, how do you rate the competitiveness of Seed Co Malawi in the market?
1. Extremely competitive [ ] 4. Less competitive [ ]
2. Very competitive [ ] 5. Not competitive [ ]
3. Competitive [ ]
C12. How likely are you to switch to an alternative Seed Company in Malawi?
1. Very unlikely [ ]
2. Unlikely [ ]
3. No opinion [ ]
4. Likely [ ]
5. Very likely [ ]

D. PROMOTIONAL STRATEGIES USED BY SEED CO MALAWI

D1. What promotional strategies do Seed Co Malawi use to reach you? (Tick where necessary)

Yes No
1. Demonstration plots [ ] [ ]
2. Advertisements [ ] [ ]
3. Price off deals [ ] [ ]
4. Sales promotions [ ] [ ]
5. Other ________________________________________________________ (specify)

ϰϴ

  Questionnaire Number______________


E. INFLUENCE OF PROMOTIONAL MIX STRATEGIES

Rank by ticking how the following promotional mix strategies influence your buying behavior
using the following scores.

1. Strongly agree 4. Disagree

2. Agree 5. Strongly disagree
3. Neutral
Strongly Agree Neutral Disagree Strongly
Agree (1) (2) (3) (4) disagree (5)
E1. Demonstration
plots
E2. Advertisements
Price off deals
E3. Sales
promotions
E4. Other (Specify)

F. CHALLENGES FACED AND SOME GENERAL COMMENTS.

F1. What challenges do you face in trying to access Seed Co Malawi products?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
F2. What are your general comments about Seed Co Malawi?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
THANK YOU FOR YOUR COOPERATION.

ϰϵ

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