Distribution Channels and Sales Performance in Nigeria: A Case Study of Some Selected Fast Moving Consumer Goods (FMCGs) In Ibadan

Sanusi Mutiu Opeyemi¹

1. Federal Polytechnic Offa, Kwara State, Department of Business Administration.

Section:Research Paper, Product Type: Journal-Paper
Vol.11 , Issue.1 , pp.13-21, Mar-2023

Online published on Mar 31, 2023

Copyright © Sanusi Mutiu Opeyemi . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
This paper focuses on the relationship between distribution channels and sales performance among selected FMCGs in Ibadan. The relationship between the dependent variable (sales performance) and the independent variables (distribution channel) was examined with inferential statistics. The respondent characteristic was ascertained using descriptive statistics. The study examined the reliability and validity of the questionnaire using pre-test with Cronbach`s Alpha Value. The study concluded that there is positive and significant relationship between current distribution channel, distribution channel relationship, distribution channel component, distribution channel intermediary and sales performance among selected FMCGs in Ibadan. From the findings of the study, it is recommended that FMCGs should commit more efforts to channel management by tasking sales manager and other top management with the responsibility of managing customer relationships and put effective distribution mechanism in place to enhance FMCGs revenue drive.

Key-Words / Index Term :
Distribution Channels, Sales Performance, FMCGs, Nigeria

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