Abstract: Dairy industry in Kenya contributes 14 % of agricultural Gross domestic product (GDP) and 3.5% of total GDP. Dairy industry is therefore, one of the sub sectors in agriculture which has potentials of improving the economic and social welfare of a country. Secondary and tertiary production operations are conducted by the employees (internal customers) steered by the management for purposes of satisfying the market (external customers).The matching of the employees, who buy into the goals and objectives of the organization and its product, to effectively and efficiently serve the external customers is realized through internal marketing. Internal marketing calls for well motivated employees in the dairy firms who intern pass on their service to the external customers (markets of dairy products) to their satisfaction. Internal marketing therefore helps settle the market demand and reach customer satisfaction. With internal marketing, the processors are therefore able to sell what they produce and customers buy what they require thus the firm’s profitability and customer satisfaction are realized. Sustainability of the firm is realized through repeat purchase and royal customers.
Keywords: Dairy industry, Gross domestic product (GDP), Internal Marketing.
Title: Effect of Internal Marketing on Performance of Dairy processors in Kenya
Author: John M.Wanyoike, Dr. Lilian Mwenda, Dr. Anita Wachira, Dr. Eddy Owaga
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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