Assessment of Distribution Channels on Product Availability in the Consumer Goods Industry

Marketing — 2025, Undergraduate

This study assessed the effect of distribution channels on product availability in the Nigerian consumer goods industry. A descriptive survey was conducted with distributors, retailers, and marketing managers using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that channel coverage, route planning, and distributor relationships significantly influenced product availability and market penetration. The study, however, found that poor infrastructure and financing gaps constrained distribution efficiency in rural areas. It recommends investment in logistics, distributor support programmes, and digital tools for channel management.

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