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Muktar Shehu Aliyu

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Review Open access Oct 2026

Distribution Channel and Market Performance of Noodles Brand in Adamawa State Nigeria: The Mediating Role of Customer Loyalty

This study investigates the influence of distribution channels on market performance with customer loyalty as a mediating variable in the noodles industry of Adamawa State, Nigeria. Recognizing the competitive nature of the fast-moving consumer goods (FMCG) industry, the research sought to determine how wholesale, reta...

Haruna Salisu, Muktar Shehu Aliyu, Muktar Haliru · 0 citations

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