TITLE:
The Moderating Effect of Strategic Planning on the Relationship between Marketing Strategy and Poultry Farming Cooperatives’ Performance in the Province of Gitega (Burundi)
AUTHORS:
Didace Hatungimana, Patrick Rumeci, Thierry Bahizi
KEYWORDS:
Marketing Strategy, Cooperative, Strategic Planning, Performance, Gitega Province
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.5,
September
7,
2022
ABSTRACT: The purpose of this study was to find out whether or
not strategic planning moderated the relationship between marketing strategy
and the performance of poultry farming in Gitega province (Burundi). The study
used the quantitative method where the descriptive research design was applied.
The population of this study comprised of members of seven poultry farming
cooperatives from two communes of the province of Gitega, in Burundi. The total
number of the members was 3252. From a total number of 3252 members of poultry
farming cooperatives, a sample of 356 was obtained using Slovin’s formula. 356
questionnaires were administered from which 352 were returned and analyzed. The findings revealed a positively
significant moderating effect of strategic planning on the relationship
between the marketing strategy and the
performance of poultry farming in Gitega province (β = 2.343, p = .001