John Osoro, Dr. Ismail Noor, Dr. Samson Nyanga’u


This paper focused on the effect of demand forecasting on performance of horticulture exporting firms in Kenya and sought to establish the moderating effect of regulatory framework compliance on demand forecasting and performance of horticulture exporting firms in Kenya. The study was guided by theory of Constraints. Descriptive and causal-comparative research design designs were used. The target population was all 236 horticulture exporting firms in Kenya. The unit of analysis were horticulture exporting firms while the unit of observation was supply chain managers. These respondents were selected because they are directly involved with supply chain and are in a position to provide the information needed on the influence of demand forecasting. The study used a census approach and therefore the target population was the 236 supply chain managers in horticulture exporting firms. Semi-structured questionnaires and data collection tools were used for data collection. Qualitative data collected were analysed using content analysis and presented in prose form. Qualitative data was analysed using SPSS version 26 where descriptive statistics such as such as frequency distribution, mean (measure of dispersion), standard deviation, and percentages were used. The study also computed inferential data analysis which included regression analysis and Pearson correlation coefficient analysis. The findings were presented in tables and figures. The study found that demand forecasting positively and significantly relates with performance of horticulture exporting firms in Kenya. Furthermore, regulatory framework compliance had significant moderating effect on the relationship between demand forecasting and performance of horticulture exporting firms in Kenya. Therefore, it is recommended that horticulture exporting firms should improve their demand forecasting capabilities, and ensure compliance with the regulatory framework.

Key Words: demand forecasting, supply chain customer centric, performance, horticulture exporting firms

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