Stakeholders’ Perceptions, Attitudes and Export Knowledge as Determinants of Export Performance of Traceable Coffee in Uganda A Case of Sironko District.
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Date
2025-11-25
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Makerere University Business School
Abstract
The study examined the relationship between stakeholders’ Knowledge, perceptions, attitudes and export Knowledge towards export performance of traceable coffee in Sironko District, Uganda. The objectives were: to examine the relationship between perceptions of coffee stakeholders and export performance of traceable coffee in Sironko District, to assess the relationship between attitudes of coffee stakeholders and export performance of traceable coffee in Sironko District, to evaluate the moderating role of export knowledge in the relationship between stakeholders’ perceptions, attitudes, and the export performance of traceable coffee in Sironko District. A cross-sectional research design with Quantitative methods was employed, using structured questionnaires. Data analysis was conducted using SPSS version 26.0 at univariate, bivariate, and multivariate levels. Pearson correlation showed that stakeholders’ Knowledge (r = 0.446, p < 0.01) and stakeholders’ attitudes (r = 0.419, p < 0.01) were positively related to export performance of traceable coffee, while stakeholders’ perception had a weak positive but significant relationship (r = 0.236, p < 0.01). Regression results indicated that perceptions of stake holders (Beta = 0.11, p = 0.01 < 0.01) and stakeholder attitudes (Beta = 0.15, p < 0.01) had significant positive effects. Stakeholder Export knowledge had the highest effect (Beta = 0.32, p > 0.01) showing that stakeholders who are more knowledgeable about export procedures, Quality standards and market requirements significantly improve export performance of traceable coffee. The study concluded that stakeholder’s perception, attitude, and export knowledge determine the export performance of traceable coffee in Sironko District, Uganda.
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This is a master's thesis.
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Twinamasiko, H. (2025) Stakeholders’ Perceptions, Attitudes and Export Knowledge as Determinants of Export Performance of Traceable Coffee in Uganda A Case of Sironko District. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.