IMPACT OF DISTRIBUTION STRATEGIES ON THE EFFECTIVE MARKETING OF CONSUMER GOODS

ABSTRACT

 

The concept of distribution strategies in an organization is one of the most important and considerable area in fulfillment of  organization to meet its corporate objectives and that was the main fact of picking this topic, just to draw out how or what are the certain strategies necessary to apply in distribution of consumer good from the producer to the ultimate consumer with the purpose of satisfying the want which are quite relevant to our present day requirement so as to achieve those objectives. Also, this work is designed to find out how distribution strategies helped the organization in transporting or movement of their product to the final consumer so as to achieve their organizational goal.

      

 

TABLE OF CONTENT

 

Title page     –           –           –           –           –           –           –           –           –           i

Declaration – –         –           –           –           –           –           –           –           –           ii

Certificate     –                      –           –           –           –           –           –           –           iii

Dedication               –           –           –           –           –           –           –           –           iv

Acknowledgement –           –           –           –           –           –           –           –           v

Abstract –                  –           –           –           –           –           –           –           –           vi

Table of Content –  –           –           –           –           –           –           –           vii

 

CHAPTER ONE

1.0       Introduction                       –           –           –           –           –           –           1

1.1       Background to the Study             –           –           –           –           –           1

1.2       Statement of the problem –         –           –           –           –           –           2

1.3       Objective of the study-      –           –           –           –           –           –           3

1.4       Research Hypothesis         –           –           –           –           –           –           3

1.5       Significance the Study –   –           –           –           –           –           3

1.6       Scope of the study –           –           –           –           –           –           4

1.7       Limitation of the study     –           –           –           –           –           4

1.8       Definition of Terms –         –           –           –           –           –           –           5

 

CHAPTER TWO

2.0      Literature Review –           –           –           –           –           –           –           7

2.1       Channels of distribution strategies       –           –           –           –           8

2.2      Managing channel intermediaries        –           –           –           –           11

2.3      Distribution channel participants         –           –           –           –           13

2.4      Physical distribution management       –           –           –           –           14

2.5      The consumer good strategies    –           –           –           –           18

2.6      Consumer decision making process      –           –           –           20

2.7      Impact of distribution strategies on consumer goods          24

2.8      Review of previous literature      –           –           –           –           –           25

2.9      Theoretical framework     –           –           –           –           –           25

 

CHAPTER THREE

 

3.0      Research Methodology-   –           –           –           –           –           27

3.1       Research design      –           –           –           –           –           –           –           27

3.2      Population of the study    –           –           –           –           –           –           27

3.3      Sampling techniques and sample size –           –           –           28

3.4      Instruments used for collection of data           –           –           –           28

3.5      Justification for instrument used          –           –           –           –           29

3.6      Sources of data       –           –           –           –           –           –           –           30

3.7      Methods of data analysis –           –           –           –           –           30

3.8      Justification of the method used           –           –           –           –           31

 

CHAPTER FOUR:

4.0      Data presentation of analysis –  –           –           –           –           32

4.1       Historical Background of the case study        –           –           –           32

4.2      Presentation of data and analysis          –           –           –           –          34

4.3      Test of Hypothesis            –           –           –           –           –           –           44

4.4      Discussion of finding        –           –           –           –           –           –           45

 

 

 

CHAPTER FIVE

5.1       Summary      –           –           –           –           –           –           –           –           48

5.2      Conclusion   –           –           –           –           –           –           –           49

5.3      Recommendations –           –           –           –           –           –           52

Bibliography                        –           –           –           –           –           –           54

Appendix      –           –           –           –           –           –           –           –           55

Questionnaire         –           –           –           –           –           –           –           56

 

 

CHAPTER ONE:- INTRODUCTION

1.1       BACKGROUND TO THE STUDY

Distribution is an integral element in marketing mix it deals with the strategies flow of goods from the production point to the ultimate consumers the main purpose of the product must get to the ultimate users. This is accomplished through distribution. Also it is this distribution function that builds the entire marketing offering to make it complete.     Therefore distribution encompassed the responsibilities of the organization executive and the institution in the warehouse strategies and inventory control function involved in the transfer of goods and services to the ultimate users.

Any business operating within the framework of marketing concept must regard it consumers as a king “who has needs and wants” it tries to satisfy its consumers needs more efficiently and profitably which users a distribution channel to delivers its goods to the ultimate consumers at the right time, right opportunity, right quality and place with the least minimum cost.

Engel and Kollant (1978) explain the primary objectives of company’s marketing activities as the process of influencing customers to select its product or services instead of other merchandise when they enter into the market place. It becomes necessary for marketing managers to understand the reasons that underscore behaviours of buyers so that they can do a better job of planning, developing placing, promoting and distributing product to consumers. The effect provide insight into way individuals buy goods and service, how they make their purchase decisions and the variables that affect their decision making process.

  • STATEMENT OF THE PROBLEM

A critical look at the Nigerian economy clearly indicates that most firms do not accord due recognition to the impact and important of distribution strategies in the development and marketing of consumers goods. Unfortunately the few firms that attempts to develop an effective distribution strategy, duty succeed in employing and using people who do not process the basic knowledge of distribution strategies and also the marketing areas, in addition, the allocation to the development of effective distribution strategies are grossly inadequate the development through the comprehensive distribution strategies.

1.3       OBJECTIVES OF THE STUDY

The research objectives are included as follows

  1. What is the effect of distribution on the sales of consumer goods?
  2. To what asses the operation of sales representative and its effects on the product of organization.
  • To evaluate the physical distribution channels in relation to the marketing of consumer goods.

1.4      SIGNIFICANCE OF THE STUDY

The significance of the study centers on showing the distribution of a firm when and where distribution tools and technique can be applied in solving problems.

To provide adequate development and distribution system to enhance the flow of consumer goods.  To help Nigerians firms who have inadequate experience in the development and distribution performance of their products. To helps the company under study and students researchers of a similar study in enhancing their future research.

1.5      RESEARCH HYPOTHESIS

For the purpose of the study, the following hypothesis is formulated.

Ho1     Increase in sale is not as a result of efficient strategies of distribution system of the company.

  • SCOPE AND LIMITATION OF THE STUDY

The scope of this research study is centered on the assessment of the effect of distribution strategies on the effective marketing of consumer goods. The study covers the intermediaries in the distribution channels to ensure an effective assessment. The study would be for the period of the year 2018- 2019 using Cadbury Nigeria Plc as  my case study.

LIMITATION OF THE STUDY

To undertake a research work of this nature is not an easy task at all problems are bound to occur during the course of undertaking the work some of the problem include the followings:

  1. Information constraints: The lack of adequate or sufficient information cases constraint to this research work, information that are vital to this study are considered secret as such are not released questionnaire and interview were used but because of respondent are sometimes base in their response which affect the research work negatively.
  2. Financial constraints: The economic predicament prevalent in the country is enough evidence which made the purchase of material for the production of quality research work and in movement during the collection of data. If the reverse had been the case the researcher would have embarked on a comparative study.
  • Time Constraints: The time given to the researcher within which to complete the research work is very limited coupled with daily lectures the time allowed for the project is too short.