Pattern of distribution channels and criteria of selection of Locations and intermediaries in Kenyan public Universities

Abstract

This report presents a study on the pattern of traditional distribution channels adopted by the public universities in Kenya. The first objective to determine the patterns was approached from a bilateral view point; first, to measure the intensity-level of distribution for each institution is developed from these two dimensions: (1) Outlet concentration (the extent to which locations and intermediaries for each institution are present in a given geographical territory) and (2) Outlet spread (dispersion of the locations and intermediaries for each university within the national scope). Secondly, patterns were also described by length. Both statistical and qualitative data were collected using a structured questionnaire administered to single representatives of each of the 7 public institutions. The Index of Dissimilarity and GINI Coefficient models were used as the basis of determination of concentration and spread respectively. It was found that all the seven public universities apply both zero level and level one channels. Secondly, all the three traditional patterns of distribution known to marketing theory (intensive, selective and exclusive) are applied differently by different universities. The criteria followed in the selection of locations for level zero channels saw the presence of target market as the major factor with a mean score of 8.5 out of ten. On " the other hand the criteria followed in the selection of intermediaries for the level one channels saw the facilities of the middle level college as the major factor with a mean score of 8.625 out of ten. The factors that have led to the use of the level zero channel saw expansion as the leading factor with a mean score of 8.9 out of ten. For the level one channel the factors that have led to its application saw type of programmes run by the middle level college as the leading factor with a mean score of 8.5 out of ten. (ii) From the findings contained herein it is clearly demonstrated that public university programmes are distributed using various patterns and lengths and it is strongly recommended that the use of distribution channels by public universities be exploited using an optimal distribution mix to achieve broader corporate objectives such as sustainable competitive advantage, profitability, growth, maximization of both customer and shareholder value, social and corporate responsibility and surviva