The Effects Of Channels Of Distribution On Nigerian Product Sales

Abstract

This study investigated the effects of channels of distribution in a selected Nigerian manufacturing company as it affects sales of its product.  The quantitative research method was the instrument used to collect data for the study. A total of 300 copies of the questionnaires were distributed to sampled consumers, distributors and marketing staff of the company, out of which 200 copies was retrieved back.  The data was analyzed using the Statistical Package for Social Science (SPSS) version 15 and the t-Test statistical tool was employed to test the significance between the observed variables and the underlying construct.  The findings revealed that the involvement of channels of distribution affects sales of product and that consumers prefer to buy from intermediaries than from producer channels.  Based on the underlying assumption, the following were recommended for the study; that the channel members should influence several key decisions such as customer service, delivery, and maintain inventory control and the company should give adequate promotional support to the intermediaries, improve on delivery terms and also evaluate channel members regularly.