| dc.description.abstract | Cosmetic companies play a key role in the Kenyan economy. They are major employers of
the Kenyan population. They also provide ready market for different products to act as raw
materials at the different stages in the production process and a source of revenue for the
government in the form of taxes. The main aspect of any company or firm that produces
products is to find and get market for its commodities. This goes along with finding ways
of reaching the clients for transactions and seeking appropriate ways of distributing and
offering transport services to the clients.
This study thus was aimed at investigating the distribution strategies adopted by various
firms in their market and distribution of their products. Particular attention was paid to
cosmetic companies. The objectives of this study was to find out the various distribution
strategies adopted in marketing of wares and the factors influencing adoption of such
strategies. Research design adopted included descriptive design. Through the survey
method, populations of 10 respective respondents were selected from various cosmetic
companies. Primary data was then collected using a semi-structured questionnaire. The
questionnaire were personally delivered to marketing managers of the various cosmetic
companies under the study and later collected.
The findings of the study revealed that, most of the firms are yet to embrace strategic
marketing and distribution ways in order to sell their products and subsequently leap
marginal profits. The choice of good distribution channel is paramount in ensuring high
returns and easy distribution of the products to the consumers. Besides, firms should adopt
modern technology in improving their distribution of the products. This technology may
involve use of phones, internet, online catalogues, and use of couriers to deliver products to
consumers, if embraced will see vast returns. | en |
