ENHANCING SALES PERFORMANCE OF TEA PACKERS IN KENYA: THE ROLE OF EXCLUSIVE DISTRIBUTION CHANNEL STRATEGY

Abstract

Organizations yearn to develop effective distribution of goods and services. This is also true for
agricultural produce such as tea. A significant proportion of the local tea is distributed by Kenya
Tea Packers Limited (KETEPA), which is a subsidiary of the Kenya Tea Development Agency
(KTDA). KETEPA is expected to develop mechanisms to guarantee increased sales performance
of tea products. Exclusive distribution is expected to improve the sales performance of tea
products. Therefore, the study sought to examine the role of an entire distribution strategy on sales
performance. The study adopted a correlation research design and collected quantitative data
using a structured questionnaire. Data was collected from 221 sales staff dealing with tea product
distribution. The theory of Channel Control was used to explain the relationship between study
constructs. Findings revealed that exclusive distribution significantly influences the performance
of tea products. It is against this backdrop, that managers are expected to develop strategies,
policies and procedures for exclusive distribution to foster the sale performance of tea products.
Key Words: Exclusive Distribution, Distribution strategy, Sales Performance.