Outbound Activities and Supply Chain Performance of Tea Factories in Embu County, Kenya

Purpose: The study sought to examine the effect of outbound Activities on the supply chain performance of tea factories in Embu County, Kenya. Methodology: The study adopted a descriptive research design. The target population comprised 675 staff drawn from three tea factories in Embu County, namely Kathangariri, Rukuriri, and Mungania, including finance officers, supplies officers, technical officers, field officers and production assistants. Using Slovin’s formula, a sample size of 251 respondents was obtained. Stratified random sampling was used to ensure proportional representation across the factories. Structured questionnaires containing open-ended, closed-ended, and 5-point Likert scale items were used to collect primary data. Quantitative data was analyzed using SPSS version 26 through descriptive statistics such as means and standard deviations, while inferential statistics including correlation and regression analyses were employed. Results were presented in tables and figures for clarity. Findings: The findings showed that outbound activities had a significant effect on supply chain performance with a correlation coefficient value (r) of 0.588 and p-value of 0.000 at 95% confidence levels denoted a strong correlation. Supplier profitability was linked to reduced lead times, lower procurement costs, and improved customer satisfaction, while regression results confirmed that financial evaluation positively and significantly influenced procurement performance. Unique contribution to theory, practice and policy: Theoretically, it advances value chain perspectives by linking financial strength and logistics efficiency to customer satisfaction. Practically, it highlights the need for improved delivery systems, route optimization, and reliable distribution frameworks. From a policy angle, the study supports guidelines on logistics standards and stronger partnerships to enhance outbound supply chains in Kenya’s tea sector.