THE INFLUENCE OF DISTRIBUTION CHANNELS ON SALES OUTCOMES
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THE INFLUENCE OF DISTRIBUTION CHANNELS ON SALES OUTCOMES
This study explores the influence of distribution channels on sales outcomes. Objectives include: (1) evaluating the effectiveness of various distribution channels, (2) analyzing the impact of channel selection on sales performance, and (3) identifying the challenges in managing multiple channels. A survey design is employed to gather data from a large number of respondents. Using Taro Yamane's formula, the sample size is 330, ensuring comprehensive coverage. The study is conducted in the FMCG sector in Ogun, Nigeria. The reliability coefficient score is 0.86, indicating reliable results. Findings demonstrate that effective distribution channel management significantly enhances sales outcomes, with direct and online channels being particularly effective. Recommendations include adopting a multi-channel strategy to reach diverse customer segments and regularly reviewing channel performance to optimize sales outcomes.
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