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Distribution Channel Strategies and Customer Choice in the Fast-Moving Consumer Goods Industry: A Case Study in the Upper East Region, Ghana

  • Channels of distribution are important factors in the connection between goods and services produced for the final consumer and, therefore, determine the effectiveness with which they are delivered and ultimately availed to the final consumers. Globally, studies show that channels of distribution and sales play an essential role in building bonds between manufacturers, retailers, wholesalers and their consumers. The main purpose of this study is to examine the influence of distribution channels and networks on customer choice of fast-moving consumer goods (FCMG) in the Upper East Region of Ghana. The study adopted a quantitative approach and questionnaires were used to collect primary data from 110 customers of Unilever Ghana Limited in the Upper East Region of Ghana. The findings reveal that product-related factors, such as the price of products, perishability of products, size and weight of products, promote the effective distribution of Unilever goods and services, whilst consumer-related factors, such as the number of customers and increased consumer base, promote effective distribution channels. The study also established a positive influence of factors, such as incentives, receiving feedback and sales performance, on customer choice of fast-moving consumer goods (FMCG). Managers and producers in the FMCGs industry should implement reward and incentive programmes and policies to boost the sale and distribution of fast-moving consumer goods and services in the retail industry in Ghana.

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Document Type:Conference Object
Author:Sampson Kwaku Tsey, Francis Boachie-Mensah, Gloria Agyapong
Parent Title (English):Bode, Umuerri (Eds.): Universities, Entrepreneurship and Enterprise Development in Africa – Conference Proceedings 2022
Number of pages:28
First Page:42
Last Page:69
Publishing Institution:Hochschule Bonn-Rhein-Sieg
Date of first publication:2023/06/29
Dewey Decimal Classification (DDC):6 Technik, Medizin, angewandte Wissenschaften / 65 Management, Öffentlichkeitsarbeit / 650 Management und unterstützende Tätigkeiten
Conference volumes:Universities, Entrepreneurship and Enterprise Development in Africa / Universities, Entrepreneurship and Enterprise Development in Africa, Sankt Augustin, Germany, 8 - 9 September 2022
Entry in this database:2023/06/29
Licence (Multiple languages):License LogoIn Copyright (Urheberrechtsschutz)