SURVIVING INTERNATIONAL COMPETITION: AN ASSESSMENT OF DETERMINANTS AFFECTING THE COFFEE EXPORT PERFORMANCE

Abstract

This study is done on Surviving International Competition: An Assessment of DETERMINANTS Affecting the Coffee Export Performance to get a better understanding of key determinants that affect the coffee export business. Both primary and secondary data source was used. Questionnaires with closed ended questions were distributed to Exporters. The target population used for this research were Marketing Managers, General Managers, Agents and Exporters. The number of people with intimate knowledge of how the export business works in a company are very few so the researcher used Census sampling method. The collected data was then analyzed by using SPSS software through descriptive analysis and multiple regression. The major findings of this research were from the chosen independent factors Market price, Capital and Global competition have a positive effect on the export performance. The major conclusion of this research were managing market price to stabilize the trade balance is an effective way to boost the export business. Additionally lending institutions could also optimize their loan processing time frame to help things move along faster.