INFLUENCE OF MULTICHANNEL SUPPLY CHAINS NETWORKS ON THE PERFORMANCE OF SELECTED RETAIL FASHION OUTLETS IN NAIROBI
DOI:
https://doi.org/10.47672/ajscm.62Keywords:
Supply chain, performance, distribution channels, organizational structureAbstract
Purpose: The general objective of this study was to investigate the influence of multichannel retailing networks on the performance of selected fashion outlets in Nairobi.
Methodology: The researcher used a descriptive research design, and the population and area of study was drawn from sampled outlets within Nairobi. The studies adopted stratified random sampling technique from the target population, as well as carried out a pilot study to pretest and validate the questionnaire. Multiple regression models were used to find out the importance of each of the four variables with reverence to the influence of multichannel retailing networks on the performance of selected fashion outlets in Nairobi.
Results: Data analysis revealed that shopping experience was important in explaining performance. This is supported by a p value of 0.01 which means that shopping experience is a statistically significant predictor of performance. Findings also revealed that distribution channel is important in determining performance as demonstrated by a p value of 0.00 and a beta coefficient of 0.468.this implied that distribution channel was a statistically significant predictor of performance. Findings also indicated that organization structure was important in determining performance as demonstrated by a p value of 0.000 and a beta coefficient of 0.352. Findings reveal that capital was important in explaining performance. This was supported by a p value of 0.03 and a beta coefficient of 0.107 which means that capital was a statistically significant predictor of performance.
Unique contribution to theory, practice and policy: The study recommends that the management of retail fashion outlets in Nairobi to conduct a market survey in order to establish the optimal shopping experience levels in order to reach out to more customers’ and hence achieve high performance.
Downloads
References
Bellenger, D.N., Korgaonkar, P.K. (1980). Profiling the recreational shopper. J Retail 1980;56:77–92 (Fall).
Denscombe, M., (2007). The Good Research Guide: for small-scale social research (3rd Maidenhead: Open University Press
Downes, L. and Mui., C, (2000). Unleashing the Killer Application: Digital Strategies for Market Dominance: Boston, Harvard Business School
Hrebiniak, L., G. (2005) Making Strategy Work, New Jersey: Wharton School Publishing
Kent, T. and Omar, O. (2003). Retailing. New York: Palgrave Macmillan
Kotler, P., (2000). Marketing Management. (10th ed.). New Jersey: Prentice Hall
Sinha, M., Agarwal, R., & Gupta, C. (2008). Organized Retailing and its Effect on the Consumers Buying Behaviour:with special reference to Agra City. Journal of Marketing & Communication , 4, 80-88.
Sinha, P. K. (2003). Shopping Orientation in the evolving Indian market. Vikalpa , 20, 13-22
Stern, Louis W. & Torger Reve, Distribution Channels As Political Economies: A Framework For Comparative Analysis. Journal Of Marketing, 44 (Summer), 52-64. 1980
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2016 Margaret Kinyanjui, Mr. Karanja Ngugi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
