The choice of distribution channels: "a case of the Kenyan cut-flower industry"

Abstract

The world of cut flower industry is a highly dynamic environment. Product varieties, the origin of production, production techniques, marketing and distribution arrangements are all undergoing continuous change. This characteristic of the industry is challenging the adaptive nature of all exporters. The floriculture industry is increasingly becoming an important foreign exchange earner for Kenya hence this study is sought to investigate the types of distribution channels that flower exporters in the country use and the challenges they face when deciding on the choice of these channels. The research study involved 50 flower farms registered with FPEAK and who have offices in Nairobi environs. A questionnaire was used to collect data, and the findings were analyzed by using the Statistical Package for Social Sciences (SPSS). It is hoped that till' results from this study will have important managerial implications for operators in the cut-flower industry and other takeholders participating in the distribution process.