Njoroge, Ngugi Evans (2000) Analysis of Retailing of Wines and Spirits: A Case of Retail Outlets in Nairobi Eastlands. Masters thesis, Kenyatta University.
![[img]](http://thesisbank.jhia.ac.ke/style/images/fileicons/application_pdf.png) |
PDF (Analysis of Retailing of Wines and Spirits: A Case of Retail Outlets in Nairobi Eastlands)
Njoroge, Evans Ngugi.pdf - Accepted Version Restricted to Repository staff only Download (35MB) | Request a copy |
Abstract
The main purpose of this study was to illvestigate the status of wines and spirits business in retail outlets in Nairobi Eastlands. Retailers are expected to offer these products in small enough quantities for individual consumption. The producers pack most of these products in big pack sizes which are not popular with consumers resulting to low sales of wines and spirits in retail outlets. In an effort to increase sales volume of these products, different retailers employ different sales modes according to their type of outlet. The study was to establish the factors that influence the practical applicability of a particular sales mode in relation to the type cf outlet. Before the products reach the final consumer, various intermediaries are involved but there is no clear definition of roles between and within the various intermediaries resulting to a sourcing problem. The study was to investigate the impact of this problem to the sales of wines and spirits in retail outlets. To achieve this goal, the study identified the various retail outlets. Stratified random sampling was used to bring together those outlets with the same characteristics. Primary source of data was used. The data was collected using a self-administered questionnaire which was supplemented by direct observation. In the study, there were three types of retail outlets which were serving consumers; wineshops, bars and restaurants and supermarkets. Wineshops were found to have an advantage over the others in that, most of them sourced their merchandise direct from producers enabling them to sell at both wholesale and retail prices. They were therefore able to supply both consumers and other retailers. The results further revealed that, all retail outlets preferred producers. small bits. selling in the original pack sizes from Only 13.6% were making an at temp t; to sell in Most of the retail outlets were found charging exorbitant prices for these products. Given these facts, producers of wines and spirits need to be more aggressive in their marketing efforts to ensure there is a smooth flow of the products to the final consumer.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Africana |
| Depositing User: | Tim Khabala |
| Date Deposited: | 19 Jan 2018 14:19 |
| Last Modified: | 19 Jan 2018 14:19 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/3108 |
Actions (login required)
 |
View Item |