Effect of Mobile Distribution Application Services on Sales of Fast-Moving Consumer Goods: A Case of Pz Cussons Limited

Document Type : Case Study

Author

School of Business, Africa Nazarene University, Nairobi, Kenya

Abstract

One of the areas of focus recently has been the potential of mobile apps services as a solution to overcome low levels of infrastructure development, that hinder full exploitation of business opportunities in developing countries like Kenya. It was with this in view that the primary objective of this study was to investigate the effect of mobile distribution applications services on sales of fast-moving consumer goods produced and sold by PZ Cussons. Specifically, this study sought: to determine the influence of mobile apps memory support services on sales of fast-moving consumer goods; The study employed a census sampling method. The target population was small enough to conduct a census survey of 80 employees at PZ Cussons East Africa using questionnaires as the primary data collection tool. Cronbach’s alpha coefficient was adopted to ascertain for reliability that was obtained through split-half technique. Quantitative data used simple linear regression to test the strength of the relationship between the variables based on observed data and to predict the value of the dependent variable based on the independent variable. The study concluded that memory support services by mobile app services influences sales of fast-moving consumer goods, The research recommended the need for adequately adoption of technology driven business intelligent services to predict consumer preferences to enhance sales of fast-moving consumer goods.

Keywords

Main Subjects


COPYRIGHTS

©2021 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

African Development Bank. (2017). African Economic Outlook, 2017. OECD.
Brian L Connelly, T. C. (2011, January). Signaling Theory: A Review and Assessment. Journal of Management. doi:10.1177/0149206310388419
Chu, W. (1992). Demand Signalling and Screening in Channels of Distribution. Marketing Science, Vol 11, 327-347. Retrieved from https://www.jstor.org/stable/184092
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. USA and Canada: Sage.
Deloitte. (2015). Africa Powers of Retail, New horizons for growth. Johannesburg: Deloitte & Touche. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/za/Documents/consumer-business/Deloitte-African-powers-of-retailing-Feb16.pdf
Elliott, R. (2019). The Fast Moving Consumer Goods Market in Africa. Denver: GeoPoll. Retrieved from https://www.geopoll.com/blog/fmcg-market-africa/
Fletcher, T. C. (2013, April). Customer relationship management at the base of the pyramid: myth or reality. Journal of Consumer Marketing . doi:10.1108/07363761311328964
Heitzig, D. K. (2020). Figures of the week: Africa's urbanization dynamics. Brookings Institution. Washington DC: Africa Growth Initiative. Retrieved from https://www.brookings.edu/blog/africa-in-focus/2020/07/16/figures-of-the-week-africas-urbanization-dynamics/
Johnston, K. (2019). The Theory of Distribution Channels. AZCentral. Retrieved from https://yourbusiness.azcentral.com/cons-chain-command-communication-17414.html
KPMG. (2016). Fast-moving consumer goods in Africa. Cayman Islands: KPGM International. Retrieved from https://assets.kpmg/content/dam/kpmg/br/pdf/2016/09/fast-moving-consumer-goods.pdf
Kramer, J., & Chen, J. (2010). Title of the Article. Journal Name, 3(2), 110-313.
Lino, K. (2016, January 05). Flurry Analytics Announces 2015 State of Mobile. Business wire.
Mourato-Dussault, R. C. (2016). Selecting a Stored Data Approach for Mobile Apps. Journal of Theoretical and Applied Electronic Commerce Research, VOL 11/ISSUE 3/SEPTEMBER 2016/35-49. doi:10.4067/S0718-18762016000300004
Mulky, A. G. (2017). Modernization of Kirana Stores:Which Consumer Aspects to Focus. IIMB. Retrieved from https://tejas.iimb.ac.in/articles/Modernization_of_Kirana_Stores_Tejas_Dec_2017.pdf
Ojwang, J. (2014). INFLUENCE OF PROMOTION STRATEGIES ON PERFORMANCE OF FAST MOVING CONSUMER GOOD INDUSTRY IN NAIROBI. University of Nairobi, Nairobi. Retrieved from http://erepository.uonbi.ac.ke/bitstream/handle/11295/75323/Ojwang_Influence%20of%20promotion%20strategies%20on%20performance%20of%20fast%20moving%20consumer%20good%20industry%20in%20Nairobi%20county%20Kenya.pdf?isAllowed=y&sequence=3
Owuor, S. (2018). The State of Household Food Security in Nairobi, Kenya. Wilfrid Laurier University. Waterloo, Ontario: Hungry Cities. Retrieved from https://scholars.wlu.ca/cgi/viewcontent.cgi?article=1034&context=hcp
PaymentsAfrika. (2014, August 11). Safaricom Business and Virtual City Launch Efficiency Solution for FMCG’S. Retrieved from https://paymentsafrika.com/featured/safaricom-business-and-virtual-city-launch-efficiency-solution-for-fmcgs/
PwC. (2016). Disrupting Africa:Riding the wave of the Digital Revolution. London: PwC. Retrieved from https://www.pwc.com/gx/en/issues/high-growth-markets/assets/disrupting-africa-riding-the-wave-of-the-digital-revolution.pdf
Schmidt, D. (2018, August 15). Google Data Collection. Digital Content Next. Retrieved from https://digitalcontentnext.org/wp-content/uploads/2018/08/DCN-Google-Data-Collection-Paper.pdf
Watson, J., Taylor, A., Haffman, T., Jorge, A., Sulivan, B., Chung, D., & Mahmood, A. (2009). Title of the Book. New York: Publisher.
William A. Gardner, C.-K. C. (1992, May). Signal-selective time-difference-of-arrival estimation for passive location of man-made signal sources in highly corruptive environments. I - Theory and method. II - Algorithms and performance. IEEE Transactions on Signal Processing. doi:10.1109/78.134479