ABSTRACT                                                                                                     

The study examined the effect of Multi-Distribution as Market Penetration Strategy of Promasidor Foods Nigeria Limited in the distribution of its Cowbell Milk brand. The channel members in Aba and Umuahia were chosen as the target respondents. A survey method was adopted to elicit the required information from the target respondents through the use of a well structured questionnaire. The questionnaire was specifically structured in a likert rating scale with the highest response variable (strongly agree) attracting five (5) points on the scale while the Lowest response variable (strongly disagree) attracted one (1) point on the scale. The empirical analysis was carried out using Pearson product coefficient of correlation (r) and the three (3) research hypotheses were tested with the application of T-statistic (student T-test). Te finding from the test of hypothesis revealed that there is a strong significant positive correlation between multi-distribution channel of cowbell milk and its market penetration which formed the basis for the rejection of the null hypothesis (Ho) and acceptance of the alternative hypothesis (Hi). Therefore, it was recommended for regular evaluation of the multi-distribution strategy of cowbell milk in accordance with professional ethics to determine its effectiveness in meeting the desired objective and identify weakness, so that corrective action can be taken. 

TABLE OF CONTENT

Title Page - - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Content - - - - - - - - vi

List of Tables - - - - - - - - - vii

Abstract - - - - - - - - - - viii

CHAPTER ONE

1.0. INTRODUCTION - - - - - - - 1

1.1. Background of the Study - - - - -- - 1-6

1.2. Statement of the Problems - - - - - - 6-7

1.3. Objectives of the Study - - - - - - 8

1.4. Research Questionnaire - - - - - - 8-9

1.5. Research Hypotheses - - - - - - 9

1.6. Scope of the Study - - - - - - - 9

1.7. Significance of the Study - - - - - - 9-10

1.8. Limitations of the Study - - - - - - 10-11

1.9. Definition of Terms - - - - - - - 11

CHAPTER TWO

2.0. Review of Related Literatures - - - - - 13

2.1. The Concept of Distribution Channel - - - - 12-14

2.2. Structure of Distribution Channel - - - - - 14-15

2.2.1. Channel for Consumer Goods - - - - - 15-17

2.2.2. Channel for Industrial Products                                     17

2.3.    Channel Dynamism                                                       18

2.4.   Channel Function                                                       21

2.5.   Motivating the Channel member                                     23

2.6.  Evaluating Channel Members Performance                     26

2.7.  Channel Conflict and Competition                           29

2.7.1. Types of Conflicts                                                     21

2.7.2. Causes of Channel Conflict                                            31

2.7.3. Solutions to Channel Conflicts                                     32

CHAPTER THREE

3.0. Research Methodology                                                  34

3.1. Research Design                                                       34

3.2. Area of Study                                                                   34

3.3. Population of the Study                                                      35

3.4. Sample Size Determination                                                   35

3.4.1. Sampling Technique                                                           36

3.5. Source of Data                                                                  36

3.5.1. Primary Source of Data                                                     36

3.5.2. Secondary Source of data                                            37

3.6. Instruments for Data Collection                                         37

3.6.1. Design and Administration of Questionnaire           37

3.7. Data Analysis Technique                                                    38

3.7.1..Significance of Test                                                             39

CHAPTER FOUR

4.0. Data Presentation, Analysis Interpretation                  41

4.1. Questionnaire Distribution and Collection                          41

4.1.1. Distribution of the Respondents                                        41

4.2. Data Presentation and Analysis                                     43

4.3. Test of Hypothesis                                                                  51

4.3.1. Hypothesis One                                                         52

4.3.2. Hypothesis Two                                                       53

4.3.3. Hypothesis Three                                                          54

CHAPTER FIVE

5.0. Summary of Findings, Conclusion and Recommendation    56

5.1. Summary of Findings                                                               56

5.2. Conclusion                                                                               59

5.3. Recommendation                                                                        60

Appendix

Questionnaire

References