The Effect Of Distribution Strategy On The Marketing Of Brewery Product A Case Study Of Nigerian Brewery PLC Enugu State/Aba Abia State
ABSTRACT
This study
investigated the effect of distribution strategy on the marketing of brewery
product, with Nigerian brewery plc being the case study. The study was carried
out in the Enugu and Aba breweries. Total of 252 respondents were selected
randomly from the firm as sample for the study. 12 management staffs of the
firm and 40 distributors of the same firm and 200 consumers which formed the
sample size of 252. Based on these respondents, questionnaires were
distributed. The researcher completed the questionnaire with oral interviews
and observation. Data obtained from the survey were analyzed with the use of
simple descriptive statistics such as frequencies, percentages, tables and the
chi-square test of hypothesis was used in testing the stated hypotheses.
Findings showed that the distribution system of Nigeria breweries is ineffective
and inefficient and hence, the shortages, delays and high cost of the firm
products in the market. It was also revealed that a delay in the supply of the
firm's products to the market was as a result of the inability of the firm to
process customer orders promptly. The researcher then made some recommendation
which include; proper monitoring of the firm's distributors effectively,
processing of customer order promptly regulating the number of crate! bottles
they hold and also the price they charge. Etc
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OKOYE, C (2021). The Effect Of Distribution Strategy On The Marketing Of Brewery Product A Case Study Of Nigerian Brewery PLC Enugu State/Aba Abia State. Repository.mouau.edu.ng: Retrieved Dec 26, 2024, from https://repository.mouau.edu.ng/work/view/the-effect-of-distribution-strategy-on-the-marketing-of-brewery-product-a-case-study-of-nigerian-brewery-plc-enugu-stateaba-abia-state-7-2
CHUKWUBUIKEM, OKOYE. "The Effect Of Distribution Strategy On The Marketing Of Brewery Product A Case Study Of Nigerian Brewery PLC Enugu State/Aba Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 05 Jul. 2021, https://repository.mouau.edu.ng/work/view/the-effect-of-distribution-strategy-on-the-marketing-of-brewery-product-a-case-study-of-nigerian-brewery-plc-enugu-stateaba-abia-state-7-2. Accessed 26 Dec. 2024.
CHUKWUBUIKEM, OKOYE. "The Effect Of Distribution Strategy On The Marketing Of Brewery Product A Case Study Of Nigerian Brewery PLC Enugu State/Aba Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 05 Jul. 2021. Web. 26 Dec. 2024. < https://repository.mouau.edu.ng/work/view/the-effect-of-distribution-strategy-on-the-marketing-of-brewery-product-a-case-study-of-nigerian-brewery-plc-enugu-stateaba-abia-state-7-2 >.
CHUKWUBUIKEM, OKOYE. "The Effect Of Distribution Strategy On The Marketing Of Brewery Product A Case Study Of Nigerian Brewery PLC Enugu State/Aba Abia State" Repository.mouau.edu.ng (2021). Accessed 26 Dec. 2024. https://repository.mouau.edu.ng/work/view/the-effect-of-distribution-strategy-on-the-marketing-of-brewery-product-a-case-study-of-nigerian-brewery-plc-enugu-stateaba-abia-state-7-2