Document Type : Case Study

Author

• Simon Githae

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

• Brand
• Distribution
• Retail
• Fast-Moving Consumer goods
• Mobile apps

20.1001.1.23832126.2021.8.11.3.2

Main Subjects

• Management
• Sales Management

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.