Effects Of Channel Distribution Strategy On Customer Satisfaction Among The Alcoholic Beverages Distributors In Mombasa County, Kenya

With the globalization and technological advancement rapidly engulfing the developing economies a lot of changes are taking place in business circles. Local industries are slowly being marginalized by multinational companies and franchised sectors. These trends have not spared local alcoholic beverages manufacturers and distributors. Giant distributors are slowly edging out smaller and medium enterprises because of their bargaining power, product line dominance, price control and their ability to perfect their marketing mix strategies. However, giant companies lackeconomic gripe of geographica…