The Influence of Goat Dairy Product Distribution Channels on consumption in Dagoretti North Constituency, Nairobi City County

The global goat dairy products market, valued at approximately USD 12.45 billion and growing at 4.7% annually, represents significant untapped potential despite well-documented nutritional advantages over conventional dairy products. However, consumption remains notably low worldwide due to inadequate marketing strategies, with distribution challenges identified as a primary barrier to market penetration. This study investigated the influence of goat dairy product distribution channels on consumption behavior in Dagoretti North Constituency, Nairobi County, Kenya. A cross-sectional research design was employed with 384 participants selected through multi-stage sampling from six major shopping malls. Data were collected using structured questionnaires focusing on distribution channel variables including product availability, accessibility, convenience of shopping locations, and shelf placement factors. Results revealed a statistically significant positive correlation (r = 0.562, p < 0.001) between distribution channels and consumption behavior. Distribution channels explained approximately 31.5% of the variation in goat dairy product consumption (R² = 0.315). The regression analysis showed that for every one-unit increase in distribution effectiveness, consumption increased by 0.527 units. Key findings indicated that consumers strongly preferred readily available products (mean = 4.07), accessible shopping locations (mean = 4.22), and stores they frequently visit (mean = 4.04). However, online purchasing preferences were moderate (mean = 3.06), suggesting limited digital adoption. The study concluded that distribution strategies are critical determinants of goat dairy consumption patterns, with physical accessibility and product availability being primary drivers of consumer purchasing decisions in urban-peri-urban environments. Keywords: Goat Dairy Products, Distribution channels and Consumer Behavior