Title:
Relationship Between Availability and Bottom of the Pyramid Market Performance among the Fast Moving Consumers’ Goods Companies in Kenya

Authors:
Dr. James Gateru, Prof. Willy Muturi & Prof.Thomas A. Senaji, Kenya

Abstract:

In this study, we examine availability as one of the four strategies employed by FMCG firms at the bottom of the pyramid through a cross-sectional survey of FMCGs firms in Nairobi Kenya using mixed methods research.  We test the influence of availability on performance measured by market share and profitability of the firms and further test the effect of taxation on this relationship. A significant relationship exists between availability strategies and performance and taxation negatively moderates the relationship between availability and performance of the firms. We conclude that availability strategies are crucial for the success of firms at the BOP and that taxation can discourage investment in this segment. Besides clarifying the relationship between availability attributes and indicators (sales growth and  market share), these findings have implication for policy on taxation and management practice regarding prioritization of emphasis on the various availability strategies (measured through product access and use channels) that organizations can choose from.

DOI: https://doi.org/10.51505/IJEBMR.2023.71010