The Importance Of Distribution System In The Marketing Of Consumer Goods (A Case Study Of Cadbury Nigeria Plc)

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ABSTRACT

This particular research is a study of clear understanding of distribution system in the marketing of consumer goods and factors that affect their achievement.

Distribution system is believed to play a prominent and significant role in attainment of company’s sales and objectives. This approach helps producers achieve marketing tasks such as delivery efficiency, product availability, after sales service, product display or merchandising and control of distribution costs. When performed effectively, these tasks will ultimately impact very positively on company revenue and profit. The objective of this chapter is dwelling on the various methods employed in the collection and analysis of this research study.

In order to achieve this objective, the research instrument will structure questionnaires on the importance of distribution system in the marketing of consumer goods. The data generated will be analysed using simple percentage method. Sample size of 50 respondent were chosen from the staff of Cadbury Nigeria Plc, Agidingbi. Secondary data were also generated from books , journals and other relevant periodicals from the company achieve.

According to the findings, distribution system is highly indispensible to the marketing of Cadbury products.

Distribution system is used to determine the frequency of purchase and also the intensity of distribution.

TABLE OF CONTENT

PAGES

Title pagei

Certification ii

Dedication iii

Acknowledgement iv

Abstractv

CHAPTER ONE

Introduction 1-2

1.0 Problem statement 3

1.1 Purpose of study 3

1.2 Research questions 4

1.3 Hypothesis 4

1.4 Scope and limitation of the study 5

1.5 Definition of terms 6-9

1.6 Significance of the study 10

1.7 Historical background of Cadbury 10

CHAPTER TWO: LITERATURE REVIEW

2.1 The nature and scope of distribution system 12

2.2 Element of distribution 13

2.3 Wholesaling 13-16

2.4 The impact of market environment on distribution channel 16

2.5 Relationship between market environment and distribution 17

2.6 Ways to design distribution strategies 18

2.7 Advertising 18-21

2.8 Channel of distribution 22-30

CHAPTER THREE

3.1 Research design 31

3.2 Re-statement of research question 31

3.3 Data collection method 31-32

3.4 Population of study 33

3.5 Sample size/ technique34

3.6 Date collection and analysis instrument35

3.7 References36-37

CHAPTER FOUR

4.1 Presentation and data analysis 38-46

CHAPTER FIVE

5.1 Summary 47

5.2 Conclusion 48

5.3 Recommendation 48

5.4 Suggestion for further studies 49

Bibliography49-51

Appendix

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The Importance Of Distribution System In The Marketing Of Consumer Goods (A Case Study Of Cadbury Nigeria Plc)

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