THE ROLE OF MIDDLEMEN IN CHANNELS OF DISTRIBUTION

THE ROLE OF MIDDLEMEN IN CHANNELS OF DISTRIBUTION

ABSTRACT

This project work is titled “THE ROLE OF MIDDLEMEN IN CHANNELS OF DISTRIBUTION”  A case study of Nigerian Brewery, Enugu.

An important element in the marketing made of any firm is the system of marketing channels through which products and services are distributed to their ultimate consumers and services or final user.  A marketing channel is a loosely connected system comprising of manufacturer, middlemen and the ultimate consumers. Wholesalers and retailers are the functional middlemen for manufacturers.

The researcher described the problem under study and the relative importance of the study.  There are also the definitions of channel of distribution and that of middlemen who are involved in the distribution of goods and services to their place of use.  It is seen here that taking channel decision is very vital to a firm and to some extent determines the success of a product in its lifetime. Types of middlemen were also discussed in the distribution system.

The research work also listed the functions of middlemen their importance in Nigeria and the problems of middlemen in the Nigeria economy.

The methodology for this research work is the use of secondary data such as textbooks, journals, and informal discussion with informed people.

Important findings were singled out to enable conclusions to be drawn, that since the middlemen operate in the channels distribution, the public has always view them with some suspicion e.g. that most of the goods they pray for carry marketing cost instead of production cost which is being caused by the middlemen.

In the light of the recommendations were made, that is, instead of the middlemen to be eliminated from the channels of distribution their functions should be improved.  However, it is the researchers hope that of the recommendation made are properly implemented the consumer will have a smile on their faces.

 

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