Factors influencing the distribution channel performance of Kenya wine agencies limited (KWAL) products within the supermarkets in Kenya

Abstract

The wine industry in the world market has been experiencing a period of a substantial growth and change. Marketing channels of wines are develop and operate in complex environment that is continually changing as they are influenced by macro environmental forces or variables such as consumer buying behavior, economic, political and legal factors, technological changes, international macro influences and channel member preferences. These changes have posed a competitive threat to KWAL in Kenya and contributed to loss in its market share to competitors. This study therefore aimed at surveying factors influencing the distribution channel performance of KWAL with a view to building the distributor/customer relationship and attaining the competitive advantage. The study was guided by two objectives those are; to assess the distribution channel performance in the wine industry and to determine the factors influencing the distribution channels performance in the wine industry, among the supermarket outlets in Kenya It was designed to capture data on the performance of KWAL distribution channels. The survey research was found appropriate as it required the collection of quantifiable information from the sample. Since it was a survey research, both the structured and self administered questionnaires were used to collect the data. The responses from the questionnaires were checked for the completeness and the Statistical Package for social sciences was used to analyze the results of the questionnaire