Influence of Supply Chain Management Practices to Branding In Fast Moving Consumer Goods Industry in Kenya A Case Study of Thika Small and Medium Enterprises

Wangungu J. and Robert Gichira

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 9, 251-264

Abstract: Supply chain management is vital in creation of brands by small and medium enterprise in the fast moving consumer goods industry in Kenya. This case study focused on studying influence of Supply Chain Management Practices to branding of fast moving consumer products by smalland-medium enterprises in Kenya. This study being a descriptive research adopted both qualitative and quantitative research approaches in gathering, recording analyzing presenting and interpreting the findings and came up with various conclusions and recommendations. Both primary and secondary data were collected from both primary and secondary sources. Questionnaires were issued and also the existing literature reviewed. Data collected was then analyzed through descriptive statistics. Percentages and frequency tables are used to summarize the research findings. The results of the study have been used to generalize on supply chain management practices for branding by small and medium enterprises in Thika Town and in Kenya as a country. Finally recommendations have been made from which various strategies that favour branding can be founded.

Keywords: Supply Chain Management; Branding (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:4:y:2014:i:9:p:251-264

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