A STUDY ON DISTRIBUTION CHANNEL STRATEGY: RETAILERS' PERSPECTIVE

R Satheeshkumar (), S Gokula Krishnan (), Sushma Rawath () and Ajith Kumar ()
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R Satheeshkumar: SEI - Surana College, Kengeri Campus, Bengaluru
S Gokula Krishnan: GAT - Global Academy of Technology, Bengaluru
Sushma Rawath: Padmashree Institute of Management and Sciences
Ajith Kumar: Manipal Academy of Higher Education

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Abstract: Distribution channel strategy plays significant role in distribution of goods and services to the end customers at the right place and at the right time. The purpose of this article is to identify the retailers' perspective on distribution channel strategy of XYZ Masala Brand and to assess the retailers' satisfaction level with XYZ Masala Brand. Primary data were collected through questionnaire from 100 retailers. Researcher has presented the outcome of the research work with the support of descriptive analysis, ANOVA, Correlation and Regression Analysis in a descriptive manner. The study revealed that blocks that retailers belong significantly do not differ on the familiarity of retailers with other product categories of XYZ masala brand and communication of company executives about the schemes on time. Retailers' satisfaction level with the sale of XYZ Masala Brand is significantly and positively correlated at 0.01 significance level with Quality of XYZ Masala Brand.

Keywords: Distribution Channel; Distribution Strategy; Retailers; Masala Brand; Channel Partners (search for similar items in EconPapers)
Date: 2022-09
Note: View the original document on HAL open archive server: https://hal.science/hal-04850748v1
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Published in International Journal for Innovative Engineering and Management Research , 2022, 11 (9), ⟨10.48047/IJIEMR/V11/ISSUE⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04850748

DOI: 10.48047/IJIEMR/V11/ISSUE

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