CHANNEL STRATEGY AND MARKETING PERFORMANCE OF SELECTED CONSUMER GOODS IN EAST AFRICA

The research examines how different channel strategies impact the marketing success of selected consumer goods companies in East Africa.The study analyses vital components of channel strategy through its examination of three key elements which are channel structure and market coverage and intermediary relationship management and digital channel integration.The research used a quantitative approach to collect primary data through structured questionnaires which were distributed to marketing managers and distributors and wholesalers and retail partners throughout Kenya Tanzania and Uganda.The Cronbach's alpha method confirmed instrument reliability while SPSS was used to perform data analysis through descriptive statistics and correlation and multiple regression methods.The research found that channel strategy and marketing performance had a strong positive connection through which channel coverage became the most important factor determining performance results.The intermediary relationship quality and channel structure efficiency showed substantial positive impacts while digital integration produced a moderate yet significant impact.The regression model showed that channel strategy accounted for a major share of marketing performance changes which proved that effective distribution management in the consumer goods industry holds strategic value.The research shows that businesses in East Africa require complete channel strategies which need proper coordination to achieve better market expansion and sales growth and competitive market advantages.