Relationship Between The Determinants Of Economic Democracy And The Marketing Development Of Cassava In The City Province Of Kinshasa

Abstract

The objective of this article is to analyze the relationship between the determinants of economic democracy and marketing development for a common consumer product in the City of Kinshasa, namely cassava. Through a methodology by a survey carried out among the Kinshasa population, i.e. a sample of 268 from 2020 to 2022. The results showed overall that there is a relationship between the determinant of economic democracy and marketing. However, this relationship based in a positive direction for the development of certain variables and negative for others. Indeed, we note that the quantity of cassava supplied per month is positively influenced by eating habits, as well as the low price policy and the purchasing unit. On the other hand, the daily bread consumption strategy in a household has no influence on the NICT innovation strategy.