THE ROLES OF MIDDLEMEN IN THE CHANNELS OF DISTRIBUTION (A CASE STUDY OF TROPICAL VENTURE, ENUGU)

THE ROLES OF MIDDLEMEN IN THE CHANNELS OF DISTRIBUTION (A CASE STUDY OF TROPICAL VENTURE, ENUGU)

ABSTRACT

This project work titled the “Role of middlemen in channel of distribution” an important element in the marketing mix of any form, is the system of marketing channels through which products and services are distributed to the final consumers or ultimate users. A marketing channel is a loosely connected system comprising of a manufacturer, middlemen and the ultimate users. Wholesalers and retailers are the functional middlemen for manufacturers.

The writer described the problem under study and the relative importance of the study. There is also the destination of channels of distribution and that of middlemen who are involved in the distribution of goods and service to their place of use. It is seen here that channel of decisions is very vital to a form and to some extent determines the success of a product in its life time.

The functions of middlemen was also discussed below, their importance in Nigerian economy and also the problems associated with them.

Importance fund were signed not to enable conclusions and recommendation to be drawn. With light of finding, recommendations were made, that is instead of the middlemen being eliminated from the channels of distribution, their functions should be improved. However it is the research hope that if the recommendation made property implemental, the user will have a smile on their face.

CHAPTER ONE

1.0              INTRODUCTION

1.1       GENERAL BACKGROUND TO THE SUBJECT MATTER

A product may be in the world, but it will be of little use to the consumers, that is when these products cannot be seen where it is want. This is concerned with the place where the end users can acquire these good for use when the need arises.

Distribution simply means the flows of good from the producer to the end users through the channels of distribution, which is made up of middlemen,

Distribution of good and services has been an essential aspect of marketing in our lives. Though it was not recognized.

Distribution in 90’s is the most important link for acquiring good and services from the producers to the final consumers. Even with a soaring inflationary period which may break all records in the short history of Nigeria, distribution still is vital to the continued existence of business.

Producers, at their on set engage in distribution of their products. But when the demand for these products increased, they found that there was no enough time, energy and the expertise needed for effective distribution “Philip Kotler 1985 Pg.40” there came the need for expertise or middlemen in which tropical ventures engaged themselves in this come about due to the fact that producers are fully engaged in the production of goods to meet the increasing demand of goods and services.

THE ROLES OF MIDDLEMEN IN THE CHANNELS OF DISTRIBUTION (A CASE STUDY OF TROPICAL VENTURE, ENUGU)