Distribution Channel Intensity Among Table Water Producers In Nigeria

Planning for and making reasonable decisions regarding reaching the target market with an organization’s product is a critical task on the part of management, which involves a careful evaluation and selection of its channel structure and intensity.This study therefore examines distribution channel intensity among table water producers in Edo State, Nigeria. The focus of the study is to ascertain the variables that significantly predict distribution intensity among the firms in the table water industry in Edo State. The study seeks to proffer answer to fundamental question of why brands within a single category of a given consumer good differ significantly in their distribution intensity. Using a survey research design, the data used for this study were obtained by taking a sample of 110 table water firms within the three senatorial districts in the State. The data obtained were presented and analyzed using different statistical tools such as mean and multiple regression through Statistical Packages for Social Sciences (SPSS) version 22 software. Findings revealed that manufacturers’ target focus, manufacturers’ support program, brand quality and level of firm’s technological advancement were significant predictors of distribution channel intensity among the industrial players in table water industry in the State. Based on the findings, the study recommended that table water firms within the State can secure a competitive edge over their fellow counterpart in the industry by designing an optimal distribution intensity that will meet up their marketing objectives. It is also recommended that the adoption of modern technology in form of online sales is an efficient way of sales and distribution which could be used to enhance their distribution techniques if there is a need to cut down on middle men due to increased cost. The study concluded that optimal distribution intensity could be achieved not by mere imitation of competitors but through a careful definition and analyses of target focus, support programs, quality of their brand as well as the level of technological advancement of the firms.