EVALUATION OF THE EFFECT OF MULTI-DISTRIBUTION CHANNEL ON MARKET PENETRATION STRATEGY OF FIRMS (A STUDY OF COWBELL MILK, A PRODUCT OF PROMASIDOR FOODS NIGERIA LTD).

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