DISTRIBUTION STRATEGY AND PERFORMANCE OF SELECTED FOOD AND BEVERAGE FIRMS IN LAGOS STATE NIGERIA

Abstract

This paper investigated the effect of distribution strategy on the performance of food and beverage manufacturing companies in Lagos State, Nigeria. The study adopted a cross-sectional survey research design. The total population of the study is 1,980 staff of the selected food and beverage firms operating in Lagos State, Nigeria. The sample size determination table developed by Krejcie and Morgan was used to determine the sample size of 731. Simple random sampling and proportionate sampling techniques were used. A validated questionnaire was administered and a total of 598 were retrieved for analysis. The data collected were analyzed using multiple regression analysis. Findings revealed that there was a positive and significant effect of distribution strategy on the performance of selected food and beverage firms in Lagos State, Nigeria (df = 5, 598) = 63.692, p<0.05). Therefore it was recommended that consumer products businesses in Nigeria should think about multi-channel strategies including selling through sales personnel in regions where the end-user does not have a direct vendor presence, selling through retailers to end-users, and selling through dealers and wholesalers.