ABSTRACT

The study examined the effect of logistics management system on marketing performance of dairy products distributors in Abia State, Nigeria. Specifically, the study ascertained the effect of warehousing, material handling, transportation and communication on sales volume, sale turnover, market share and sales level of dairy products distributors respectively. The study further examined the effect of communication, material handling, warehousing, and transportation on sales level of dairy products distributors in the study area. The study adopted survey design research. The population of the study covered 278 dairy products distributors in Aba and Umuahia, Abia State. Ratio sample size determination was adopted and two-third of the population (185) were used for the study. Probability sampling of random sampling technique was adopted. The data was sourced through administration of structured questionnaire to dairy products distributors in Aba and Umuahia, Abia State. The data was analysed with descriptive statistics and simple linear regression, multiple linear regression analysis model. The result revealed that, warehousing was found to be statistically significant at 1% probability level and positively impacts on the sales volume of the dairy products distributors. Material handling was found to be statistically significant at 1% probability level and positively affects the sales turnover of dairy products distributors. Transportation was found to be statistically significant at 1% probability level and positively related to market share of the dairy products distributors. Communication was found to be statistically significant at 1% probability level and positively affects sales level of dairy products distributors in Abia State. This result implies that as efficient communication by dairy products distributors’ increases, their overall sales level increases. In conclusion, effective management of logistics operations must be the top priority of dairy products distributors as it directly effects the relation of logistics and marketing performance. The researcher recommended that, the dairy products distributors in Abia State must devise the best means to communicate with dairy products manufacturers and make different plans with them regarding supply of different dairy products. Understanding the significance of this concept and increasing the importance of supply chain relationships will them in controlling inventory behaviour, warehousing capacity, and ensure customer satisfaction.