| dc.description.abstract | This study in its entirety sought to investigate the impact of van selling on product distribution with keen interest on the selected fast moving consumer goods in Kenya. To achieve this, selected companies’ representatives were asked to give their responses to the factors that led their firms to adopt van selling and the impact of the same on product distribution.
This was a survey study which targeted a number of fast moving consumer goods in Kenya but given their variations and large number only a few were selected for this study as they are representative. Convenience sampling method was used to select the FMCG for the study.
Primary data was collected using a semi structured questionnaire. Out of the targeted 40
respondents, a response rate of 67% was achieved. Collected data was analyzed using descriptive statistics; that is, frequencies, percentages, mean scores and standard deviations. Likert scale was used to measure the impact of van selling on product distribution.
From the study, it was found that van selling penetrated deep in to the market and as such
reached most target groups. Van selling has been widely adopted by FMCG concerns to facilitate in-depth penetration to remote and far flung markets. The survey also found out that some FMCG concerns had adopted van selling at 100% thus giving them an edge over their competitors.
It was viewed by most firms as credible means of distribution as it helped to penetrate remote areas, stock up retailers with new and existing products by virtue of breaking bulk. The survey also established that van selling aids in educating retailers on new and existing products and in improving product visibility by having eye catching displays. From the survey, it emerged that van selling has high cost of operation but the benefits far outweigh the cost element. Van selling is very instrumental in intensive distribution, where the goal is to attain saturation coverage of the market by stocking up as many outlets as possible. Most firms that were previously reluctant to the adoption of van selling as a means of product distribution are fast changing to it.
Some of the respondents were not enthusiastic in responding to the questionnaire as
appropriately possible. This is attributed to the fact that most firms consider it a secret strategy against their competitors and as such not willing to divulge much about it especially as regards benefits that accrue from its adoption. The fear that information gathered might be used against them also contributed to this; despite assurances that any information disclosed would be treated in strict confidence. This scenario could have also influenced the response of those who answered the questionnaires.
A similar study should be carried out and extended in terms of geographical scope to cover other major commercial centres in the country that play host to FMCG concerns. This way, it will give a holistic picture on the extent to which van selling has been adopted as a distribution strategy across the FMCG sector.
Besides, subsequent studies should address the other elements of marketing communication mix, that is, advertising, sales promotion and on-line selling, with a view to establishing their relative impact, if any, on product distribution, awareness and visibility | en |
