Influence of supply chain management on the performance of distributors of fast-moving consumer goods companies in Kenya

Institution Kimathi Institute of Technology
Course Business
Year 3rd Year
Semester Unknown
Posted By MAKORI KERECHA
File Type docx
Pages
File Size 1.86 MB
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Description

The main objective of this study was to determine the influence of SCM on the performance of distributors of top FMCGs in Kenya. The study was guided by the following specific objectives: to determine the effect of inventory availability on the performance of FMCG distribution firms in Kenya, to assess the effect of order fulfillment on the performance of FMCG distribution firms in Kenya, to establish the effect of quality management on the performance of FMCG distribution firms in Kenya and to determine the effect of returns management on the performance of FMCG distribution firms in Kenya. This study employed a cross-sectional correlational research design and targeted 67 distributor firms which distribute the products of 4 major FMCG firms in Kenya. The population included the 42 Unilever Kenya distributors,9 Colgate Palmolive Kenya distributors, 7 Reckitt Benckiser Services Kenya Ltd distributors and 9 L’Oréal Kenya distributors. The data was collected using structured questionnaires. The study managed to collect data from all 63 firms representing 100% response rate. The other four companies which had been included amongst the firms involved during pre-testing the questionnaire were not considered for the purpose of actual data collection. The data was analyzed using SPSS version 25 and the output showed positive coefficients for each independent variable as well as low significant values. This study established that the supply chain management has a strongpositive effect on performance of distributor firms. This study concludes that SCM positively influences distributor firm performance. Also, the study concluded that inventory availability, order fulfilment, quality management and returns management have a significant effect on performance of the distributor firms individually. Based on the findings, the study recommends that producers, distributors and other players in the distribution chain to ensure goods reach the final consumers should work closely to ensure highly functional supply chain.
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Influence of supply chain management on the performance of distributors of fast-moving consumer goods companies in Kenya - a case of select key distributors'- business research project
The aim of this study was to investigate factors influencing consumer buying decision towards selected fast moving consumer goods (FMCG) in Nairobi. Quantitative approach along with explanatory research design was applied. The study was conducted on consumer of laundry detergent in Nairobi. A sample of 385 respondents was taken through convenience no probability sampling method, of which a total of 288 valid responses were obtained and used for the analysis. Structured self-administered questionnaire was used to collect the primary data and using SPSS 20.0, both descriptive and inferential analyses were conducted for correlation and multiple linear regression analysis to attain the intended objectives. The Finding indicates that product quality, price, availability, advertisement and brand awareness significantly influence buying decision of consumers in Nairobi, but, product quality, price and availability were the most significant and the demographic profile of shoppers indicates that the market is highly dominated by the purchasing decisions of females within the households in Nairobi plus Retailer's recommendation, friend and family as well as exposure to brands in shops have been identified as the most important sources of information. An important implication for marketers is the development of marketing strategies based on the right knowledge of the decision maker and shopper. Results also give direction for companies and marketers of such products to give attention to consumer’s behavior to be successful.
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