Influence of Distribution on Sales Performance of Vehicle Entertainment Distributors in Nairobi-Kenya

Abstract

Successful distribution channel selection, implementation and management cannot only help to meet the shopping needs and habits of the target customers efficiently under the cost constraints but must also mitigate the disadvantages caused by distribution channel conflicts. The objective of the study was to establish the effect of distribution strategies on sales performance of vehicle entertainment distributors in Nairobi, Kenya. Descriptive research design was adopted for the study. The study used primary data collected through structured questionnaires. Descriptive statistics such as means and standard deviation and regression analysis were for data analysis. Simple linear regression analysis obtained a statistically significant relationship between distribution and sales performance of vehicle entertainment distributors. The study therefore concluded that market distribution strategies resulted to increased sales, profits and market share of vehicle distributors within the region. It also enhances the distributors’ ability to effectively respond to market changes.

Keywords: Distribution, Successful implementation, Sales Performance

DOI: 10.7176/EJBM/12-26-04

Publication date:September 30^th 2020