THE IMPLICATION OF DISTRIBUTION OF CONSUMERS GOODS FOR CONSUMERS SATISFACTION. A CASE STUDY OF GUINNESS NIGERIA

TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Table of Contents
Abstract

CHAPTER ONE
Introduction
Statement of the Problem
Purpose of Study
Research Questions
Significance of the Study
Scope and Limitation
Definition of Terms

CHAPTER TWO
2.0. Literature Review
2.1. Introduction
2.2. Channel of Distribution
2.3. Types of Channel
2.4. The Functions of the Distribution System
2.5. Basic Distribution Strategies
2.6. The Effective Distribution Channel
2.7. Ranking of Elements of Physical Distribution
2.8. Major Consideration for Channel Selection
2.9. Nature of Guinness Nigeria Plc
2.10. Background/Distribution System of Guinness Drinks Nigeria Plc.

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2. Population of Study
3.3. Sample Size
3.4. Sources of Data
3.5. Sample and Sampling Method
3.6. Data Collection Method/Measurement
3.7. Method of Data Collection
3.8. Analytical Procedures
3.9. Coding

CHAPTER FOUR
4.0. Data Analysis and Interpretation
4.1. Introduction
4.2. Presentation
4.3. Analysis of the Data Collected from Respondents
4.4. The Questionnaire
4.4.1.Description of the General Characteristics Respondents in the Study
4.4.2. Analysis of Demographic Data
4.4.3. Analysis of other Data (Section B of the Questionnaire)
4.4.4. How is Guinness Nigeria Plc Products Spread in the Market Segments
4.4.5. What are Distribution Strategies of Guinness Nigeria PLC
4.4.6. Are the Distribution Strategies of Guinness Nigeria Plc Effective
4.4.7. How adequately are the Current Distributions Strategies of Dunlop Nigeria Plc. Reach its Customers?’
4.4.8. How is Dunlop Nigeria Plc Distribution Goals related to its overall Marketing Objective?
4.4.9. What are the strengths in the channels of Guanines Nigeria Plc
4.4.10. What are the Weakness in the channel of Guinness Nigeria Plc.
4.4.11.Other ways that the distribution Strategy of Guinness Nigeria has contributed to Customers loyalty satisfaction (Question B)
4.4.12. Other Distribution Strategy of Guinness Nigeria Plc (Question 17)
4.4.13. Other Distribution Goals of Dunlop Nigeria Plc (Question 2.4)
4.4.14. Other Strength in the Channel of Distribution of Guinness Nigeria Plc (Question 31)
4.4.15. Other ways in which Guinness Nigeria Plc can overcome its Distribution Channels Weakness

CHAPTER FIVE
5.0. Summary of Findings, Conclusions and Recommendations.
5.1. Introduction
5.2. Summary of Major Findings
5.3. Implication
5.4. Conclusion
5.5. Recommendations
Bibliography
Appendix

CHAPTER ONE
INTRODUCTION
Marketing is a process whose principle is to promote and facilitate exchange through marketing individuals and groups obtain what they need and want by exchanging produce and services with other parties such a process can occur only when there are at least two parties each of which has something to offer. In addition exchange cannot occur unless the parties are able to communicate about how to deliver what they offer.

Marketing is not a conceive process, all parties must be free to accept or reject what others are offering. So defined, marketing is distinguished from other modes of obtaining desired goods such as through self production, bargain theft, or force (Achumsbaelal, 1994). Marketing is not confined to any particular type of economy because goods must be exchanged and therefore marked in all economies and societies except perhaps in the must primitive.

Furthermore, marketing is not a function that is limited to profit oriented business. Even such institutions as hospitals, schools and museums engage in some forms of marketing. It is a specialized discipline as well as a philosophy of doing business. As a specialized discipline it deals with the performance of those activities, which are directly involved in or facilitate the exchange function (Kotler 1980). No production of productive sector can exists unless a market exists for even if productive activities are started, the absence of sufficient market would force the cessation of such activities (Iyanda 1988).

Marketing as a philosophy is practiced in all aspects of economic life. It is vital to improving living standards, it brings about social changes and in enhancing the development of management and entrepreneurial talent in any nation (Raoend Iyenda 1983) at the top organization level, marketing makes a vital contribution to the advancement and satisfaction of human needs. It provides the means, by which organization identifies unfulfilled human needs, convert them into business opportunities and create satisfaction for others and profit for themselves. The capacity of organizations to survive and prosper depends on their ability to continually create value for target markets in the world of ever changing human needs and wants.

The task of distribution is to make goods physically available to buyers. Thus bridge the gaps of space and time between production and usage or consumption. The advent of structural advancement programme has seen the emergence of rearrangement in the distribution system in the country (Emoekpere, 1989). It must be mentioned that the role of marketing and distribution in any economy can only be effectively played when there are adequate marketing infrastructures (Osuagwu et al 1998) Transportation networks such as road rail, sea and sire services must be effective in bridging gap between production and consumption.
Communication media that are adequate in terms of spread and variety print and electronic media must be available.

In general, the goals of manufacturers is the choice of channels that ensures desired market exposure for their products, prompt delivery to their customers, low distribution cost, high sales turnover and maximum profit. However, the nature of the product, the environment which the firm must operate, and the specific marketing objectives of the firm, all interact to determine the channel structure the firm will choose. Although, in times past, the “seller” market situation has characterized the selling of manufactured goods in Nigeria thus has given way the face competition today resulting in low sales turnout, reduced market share, increased operating costs and dwelling and dwindling profit. In a situation like this, an efficient customer service may be the only means of ensuring customer’s loyalty. It is therefore necessary that channels to eases the degree of effectiveness in terms of attainment of the marketing objectives.

Another reason calling for evaluation of the distribution channels are the need to maintain channel goodwill and control once the channel has been selected. Conflicts to ensure from time to time, which may be due to the decision, goals end communication. Thus by evaluating the channel management will be to asses the extent of the conflicts and work towards resolving them. Increased efficiency and enhanced effectiveness of the distribution system will always improve customer services. This may be possible by minimizing stock outs, solidifying relation with customers, improving market coverage, better utilization of market personnel to create demands as well as engaging in cost reduction activities such as balancing inventory level to match customer’s requirements (Kotler, 1996).