ABSTRACT
This study examined the distribution channels and marketing productivity in Nigeria, using breweries manufacturing company as a case study. To accomplish the research objectives, the study adopted the survey research design while the convenience sampling technique was used to select fifty (50) respondents as a sample size for the study. Instrument of the study was self-developed questionnaire and the forms were personally administered. The findings revealed that some of the roles of distribution channels in marketing productivity are: efficiency flow of goods from producer to consumers, availability of goods where and when needed and storage of goods, while direct channels, wholesalers, indirect channels and retailers are some of the various types of distribution channels available to a firm. This paper has provided useful recommendations such as; channel members should streamline their target market to avoid conflict amongst themselves, influence several key decisions such as customer’s service, delivery and maintain inventory control and improve on delivery terms. It is believed that if these recommendations are implemented, distribution channels will contribute immensely to the satisfaction of customers/end-users needs.
TABLE OF CONTENTS
Title page – – – – – – – i
Approval Page – – – – – – ii
Certification – – – – – – iii
Dedication – – – – – – – iv
Acknowledgement – – – – – – v-vi
Abstract – – – – – – – vii
Table of contents – – – – – – viii-x
List of tables – – – – – – xi
CHAPTER ONE
INTRODUCTION
Background of the Study – – – – 1-4
Statement of the Problem – – – 4–5
Objectives of the Study – – – – – 5
Research Questions – – – – 6
Significance of the Study – – – – 6-7
Scope of the Study – – – – – 7
Limitations of the Study – – – – 7-8
Organization of the Study – – – 8-9
Definition of Terms – – – – 9-10
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Meaning and Concept of
Distribution Channels – – – – 12-13
2.2 Marketing Productivity and Overview – 13-15
2.3 Types of Distribution Channels – – 15-20
2.4 The Role of Distribution Channel in
Promoting Productivity – – – – 21-23
2.5 Challenges of Improving Marketing Productivity
through Distribution Channels – – – 23-25
2.6 Possible Strategies of Distribution
Channels for Marketing Productivity – 25-28
CHAPTER THREE
RESEARCH DESIGN METHODOLOGY
3.1 Research Design – – – – – 29-30
3.2 Population of the Study – – – – 30
3.3 Sample and Sample Technique – – – 30-31
3.4 Instrumentation – – – – – 31-32
3.5 Method of Data Analysis – – – – 32
3.6 Problems of Data Collection – – – 32-33
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Analysis of Research Questions – – – 34-41
4.2 Discussion of Findings – – – – 41-43
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of Findings – – – – 44-45
5.2 Conclusion – – – – – – 45-46
5.3 Recommendations – – – – – 47-48
References
Appendix
LIST OF TABLES
Page
Table 4.1 Responses to Research Question One – 35
Table 4.2: Responses to Research Question Two – 37
Table 4.3: Responses to Research Question Three -38
Table 4.4: Responses to Research Question Four – 40
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In many marketing science, the effective management distribution of product are essential to those that determine the extent of product availability at consumption point. A channel analysis is important evaluating marketing system because it indicates how the various market participants are organizing to accomplish the movement of producer to the final consumer.
Distribution channel according to Philip, Kotler and Garry Armstrong (1999) is viewed as an interdependent organization involved in the process of making a product or service available for use or consumption by the consumer or business user.
Channels of distribution are management tools used in moving goods from the point of production to that of consumption. The function of getting goods into hand of summers is often referred to as ,,“distribution”,, Hence physical distribution involves planning, implementing and controlling the physical flow of materials, final goods and related information from point origin to point of consumption to meet customer requirements and satisfactorily.
Distribution channels however, play major role in the marketing of goods and in the business sector as a whole. Williams (1984). Stated the following as the usefulness or the importance of distribution channel to include: firstly, it gives place utility i.e by moving goods from one place to another secondary, by bringing goods to the place of consumption when needed it adds time utility.
Also by bringing the goods to the consumer in convenient shape, unit size and packaging, it adds convenient value. Thirdly, by making it possible for consumers to obtain goods at a price he is willing to pay and under condition which brings satisfaction and ownership. Efficient and effective distribution system is particularly essential in moving perished products from the points of production to the point of consumption due to the nature of the products.
Indeed, if one look at the major strategy of the marketing mix-product, price, promotion and distribution, the greatest potential for achieving a competitive advantage now lies in distribution. Distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer services. Yet designing optimal marketing channel system to boost sales, formulating innovative distribution strategies and managing channels system effectively is no simple task.
Today, companies are faced with choice of distribution path or strategy that will make product readily available to potential customers. Achumba (2000). Also the need for other institutions or intermediaries in the delivery of goods is sometimes questioned, particularly since the profiles they make are viewed as adding to the cost of the product. The concept of distribution refers to where and how product and services are to be offered for sale, all essential mechanism and logistical supports for the transfer of goods and services as well as ownership of goods and services to the customers. Stern et al (2006).
Statement of the Problem
One thing is to produce goods and another thing is to make goods available to the ultimate consumers. It is know that production is not yet complete until the goods produced reaches the final consumers for production to get to the ultimate buyers the firm or producers engages the services of the middlemen. The middlemen helps in making goods available as at when needed and always. The middlemen make sure that the goods are delivered at the right time, place and condition and at a comfortable price.
In their bid (middlemen) to discharge this duties of function, have encountered many problems.
There is the geographical or spatial gap. This is caused by the distance between the producers and consumers, which is from the places of production to the places of consumption.
There is the places information separation gap. This problem arises because consumers do not automatically know about the existence of goods and reason why should buy it.
There is time separation which occurs because there is usually a time lag between the production of goods and the consumption of such goods.
Objectives of the Study
This study intends to achieve the following objective;
To examine the roles of the distribution channels in marketing productivity.
To assess the various type of distribution channel available to a firm.
To determine the problems faced by distribution channels.
To proffer possible solution to problems faced by distribution channels.
