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Achieving efficiency through Agency Channel Distribution (ACD) System; A case of Kenya co-operative creameries LTD

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dc.contributor.author Wanjohi, Philip
dc.date.accessioned 2020-01-24T13:40:05Z
dc.date.available 2020-01-24T13:40:05Z
dc.date.issued 2000
dc.identifier.uri http://erepo.usiu.ac.ke/11732/5287
dc.description A Project Report Submitted to the School Of Business Administration & Management in Partial Fulfilment of the Requirement for Master's Degree in Business Administration en_US
dc.description.abstract The objective of this study was to determine how efficiency can be achieved from the use of Agency Channel Distribution (hereafter referred to as ACD) system. ACD is a section of "Place", an important element among the other Marketing Mix elements, vis, Product, Price and Promotion. It is a case study on Kenya Cooperative Creameries LTD (KCC), a dominant milk processing and distribution company in Kenya, and focuses on packaged fresh milk, a highly perishable product. The study was concerned with evaluating the performance of KCC within the concept of ACD system, identifying which factors have contributed to the inhibition of efficiency in the system and make recommendations how it can be improved so as to achieve maximum efficiency. The study operationalized four variables: Customer Service, Agency Motivation, Employees' Attitudes, and Timing. The Research was two pronged. Firstly, KCC's internal reports and records were analyzed. Secondly, information was sought from KCC's employees, agents and customers through a questionnaire. The sampling frame included fresh milk retailers, KCC employees and agents. The sampling technique used was the random sampling. Record on timing was sought through the judgmental sampling technique. Data analysis was done through cross tabulations and other appropriate methods. The findings of this research were that optimum efficiency of the ACD system can be achieved through good Customer Service, motivating the agents, and positive attitude of employees towards the system. Although the study found out that timing is not an important factor in achieving efficiency through the use of the ACD system, it recommends that another study be undertaken zeroing in on "Timing" alone and establishing the impact of this factor on the ACD system. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Agency Channel Distribution (ACD) System en_US
dc.title Achieving efficiency through Agency Channel Distribution (ACD) System; A case of Kenya co-operative creameries LTD en_US
dc.type Thesis en_US


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