ROLE OF PHYSICAL DISTRIBUTION FUNCTION IN CONSUMER GOODS MARKETING

ROLE OF PHYSICAL DISTRIBUTION FUNCTION IN CONSUMER GOODS MARKETING

ABSTRACT

This study is concerned with the analysis of physical Distribution function in consumer goods marketing with particular reference to 7up Bottling Company, Aba. The researcher outlines the problems and development of physical distribution in study.
The introduction part gives a brief account of the meaning of physical distribution (general overview) the statement of problems: objective of the study, significance of the study, research question, hypothesis, scope of the study, limited of the study and operational definition of terms. CHAPTER TWO-Review of related literature, CHAPTER THREE is devoted to methodology, CHAPTER FOUR shows the discussion of finding associated with the research work. The discussion on findings were made with a view to high lighting a sound basis for some possible solution. CHAPTER FIVE witnessed the climax up by summarizing and concluding all findings by giving some recommendation. I finalized by giving some recommendation which is in my mind. If adhere to could help improve the physical distribution function in consumer goods marketing.

CHAPTER ONE

1.0 INTRODUCTION
1.1 GENERAL OVERVIEW OF STUDY
Production is deemed not complete until the products reach the consumer in the right quantity, at the right place at the right price and in good condition owing to proliferation of comparies in Nigeria, it becomes very essential to have an efficient distribution system so that goods produced get to the consumer.
Basically the aim of any company is to minimize cost and maximize profit, in order to achieve this, a firm will have to identify the high cost generating centers and hence try to reduce them.
Distribution activities generate cost, the aim of physical distribution management in firms is to bring to absolute minimum the total cost of distribution and at the same time achieve high customer service.
The word (“DISTRIBUTION) is reference to the retailing on selling function means a vast firm which is composed of many thousand of out let’s ranging in size from the small corner shop to large super markets, departmental stores and “CASH AND CARRY” ware houses all of which attempt to supply the needs of our consumer society.
So physical distribution management is concerned with the movement of raw material and finished products from the supplier the manufacturer and consumer (i.e. retailer).
It is the link between manufacturing and production on one hand and the retailer and customer on the other hand.
The simplest definition one can offer is that physical distribution is an intergraded set of activities that deals with managing the movement of products within firms and through marketing channels.

ROLE OF PHYSICAL DISTRIBUTION FUNCTION IN CONSUMER GOODS MARKETING