Effects of Outbound Logistics Transportation on Retail Marketing at Naivas Supermarket
Journal Title: Scholars Bulletin - Year 2018, Vol 4, Issue 7
Abstract
Abstract:This study assessed the influence of outbound logistics on retail marketing at Naivas Supermarket. The purpose of the study was to rate and appraise the success of company’s outbound logistics process by rating the success of transport logistic activity based on the supermarket retail marketing. The objective of the study was to assess how transportation affects outbound logistics of retail marketing at Naivas Supermarket. The study was informed by the organizational theory. The study utilized the descriptive research design. Purposive sampling was used to get a sample of 45 respondents who included the regional managers, branch managers, stock co-coordinators, floor supervisors and shelf stockers out of which 39 completed the study. The study collected both quantitative and qualitative data using both questionnaires and interviews. The research will collect and analyze both qualitative then quantitative data to get results of this research. Quantitative data was analyzed using descriptive statistics mainly frequencies, percentages, and the Pearson chi-square while qualitative data was analyzed using the thematic technique. Findings reveal that Naivas Supermarket generally employs a centralized transportation where the company is directly involved in managing logistic services rather than outsourcing this function to third parties. The analysis of outbound logistics transportation had an effect (mean=8.9667). The chi-square test established that outbound logistics transportation (X2= 12.208, p= 0.043). The study recommends that to improve retail marketing, the supermarket should automate the process of loading and offloading goods before and after transportation. Keywords: Outbound, logistics, Transportation, Naivas Supermarket.
Authors and Affiliations
Njenga Hellen Wambui, David Gichuhi, James Mwangi
Keywords
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