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Effectiveness of Distribution Channel in a Co-operative Dairy Plant: A Marketing Perspective

Author

Listed:
  • C Magesh Kumar

    (Annamalai University)

  • G Agalya

    (Manakula Vinayagar Institute of Technology)

Abstract

The present study investigates the effectiveness of distribution channels in the marketing perspective of a co-operative dairy plant. The study was conducted to improve the effectiveness of the distribution channel by identifying the pitfalls in the present system. The descriptive type of research is employed, and the questionnaire method was used to collect the agents' data. Analyzing the collected data, it is understood that the distribution channel is satisfied with the service in the organization, and it is also insisted that the need for further improving the delivery service of the distribution channel would certainly lead to a better outcome.

Suggested Citation

  • C Magesh Kumar & G Agalya, 2021. "Effectiveness of Distribution Channel in a Co-operative Dairy Plant: A Marketing Perspective," Shanlax International Journal of Management, Shanlax Journals, vol. 8(4), pages 47-53, April.
    • Handle: RePEc:acg:managt:v:8:y:2021:i:4:p:47-53
    DOI: 10.34293/management.v8i4.3633
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    References listed on IDEAS

    as
    1. Rajendran, K. & Mohanty, Samarendu, 2004. "Dairy Co-Operatives And Milk Marketing In India: Constraints And Opportunities," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(2), pages 1-8, July.
    2. Rangasamy, N. & Dhaka, J.P., 2008. "Marketing Efficiency of Dairy Products for Co-operative and Private Dairy Plants in Tamil Nadu - A Comparative Analysis," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 21(2).
    Full references (including those not matched with items on IDEAS)

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