ABSTRACT

The study focuses on efforts of physical distribution management on marketing performance of Nigeria breweries plc. In the course of the study, three objectives formulated were to: examine the effects of transportation cost on product availability; ascertain the effect of channel of distribution on product price and examine the effect of distribution channel on sale volume. Primary data (questionnaire) was used to generate data for the study. In this regard, 120 copies of a well-structured questionnaire were given out and 90 were properly filled and returned. Ordinary Least Squares (OLS) was used to test the three hypothesis formed. After the analysis it was concluded that market share was significant at 1% and positively affects profitability. Based on this, the recommendations made were: Brewers should work out appropriate budgets to enhance effective transportation, so as to maintain product availability since transportation cost is a major factor in this regard; breweries should endeavour to adopt best distribution channels (strategies) that form each market segment so as to promote sales in the various segments; breweries should adopt channel strategies that would promote efficiency without adding to price unnecessarily.

TABLE OF CONTENTS

Tittle Page i

Declaration                                                                                                                  ii

Certification                                                                                                                iii

Dedication                                                                                                                   iv                                                                                                                 

Acknowledgement                                                                                             v

Table of content                                                                                                           vi

List of Tables          vii

List of Figures ix

Abstract x

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 4

1.5 Significance of The Study 5

1.6 Scope of The Study 5

1.7 1.8 Limitations of The Study 6

1.8 Definition of Terms 6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 Evolution of Physical Distribution 8

2.1.2 Concept of Physical Distribution Management 9

2.1.3 Channel Decisions In Relation To Marketing Strategy 11

2.1.4 The Importance of Middlemen 12

2.1.5 Key decisions in channel management 14

2.1.6 Types of distribution system 16

2.1.7 Marketing to Middlemen 20

2.1.8 Power and Conflict in Distribution Channels 20

2.1.9 The Total Distribution Concept 22

2.1.10 The Components Of The Total Costs Attached To Physical Distribution 23

2.1.11 Importance of Physical Distribution 24

2.1.12 A System Approach 26

2.1.13 Protective Packaging and Materials Handling 30

2.1.14 Components of Logistics System 31

2.1.15 Interrelationship between Transportation and Logistics 33

2.1.16 Transport Costs and Goods Characters in Logistics 33

2.1.17 The Effects of Transportation on Logistics Activities 34

2.1.18 The Role of Transportation in Service Quality  35

2.2 Theoretical Framework 35

2.2.1 The Push and Pull Product Distribution Model 35

2.2.2 The Theory of Distribution 38

2.2.3 Structure –Conduct-Performance Theory 39

2.3 Empirical Framework 39

2.4 Brief History of Nigeria Brewery Enugu 42

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 43

3.2 Study Area 44

3.3 Population Of The Study 44

3.4 Sample Size and Sampling Technique 45

3.5 Sources Of Data 46

3.6 Data Collection Instrument 46

3.7 Model Specification 47

3.8 Validity 47

3.9 Reliability 48

CHAPTER FOUR

DATA ANALYSIS PRESENTATION AND DISCUSSION

4.1 Socio Economic Characteristics of Respondents 49

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary 63

5.2 Conclusions 63

5.3 Recommendation 65

References 66

Questionnaire 68