Physical Distribution and Marketing Performance of Beverage Firms in South East Nigeria

Abstract

This study examined the relationship between physical distribution and marketing performance of beverage firms in South East Nigeria. The study employed descriptive survey research design and questionnaire was used as the instrument of data collection. The data collected were analyzed using mean statistic. More so, Pearson Product Moment Correlation Coefficient (PPMCC) at 0.05 level of significance through Statistical Package for Social Sciences (SPSS version 23.0) was used to test the hypotheses. The study revealed that there is significant relationship between transportation system and sales volume; transportation system significantly relates with customer retention; there is significant association between warehousing and sales volume and there is significant nexus between warehousing and customer retention. The study therefore concludes that the achievement of higher performance in beverage firms depends on the effectiveness of physical distribution. Based on the findings, the study recommends that the government should invest more on road, rail and other transport systems to enhance effective and efficient transportation of products. Furthermore, beverage manufacturing firms should make their transport vehicle very effective so as to utilize such in delivering products to their channel members so as to enhance customer patronage and customer retention.