Benue State University, Makurdi

IMPROVING MARKET SHARE THROUGH DISTRIBUTION EFFECTIVENESS

Dr. Dennis Ayaga, Dr. Avanenge Faajir Dr. Anthonia Uloko and Emmanuel Nyagba

Abstract

Many firms view market share gains as the key to long-run profitability. They think and plan not only in terms of profit and sales volume but also in terms of market share. In marketing, distribution management is considered paramount as it epitomises the marketing responsibility of satisfying customers in the consumption of goods and services through place, time and possession utilities. The aim of the paper was to interrogate the effect of distribution effectiveness on market share using Dangote Cement Plc, Gboko Plant, as a case study. The population of the study was 847 staff and customers. SPSS version 20 was used for analysing data from a sample of 265 respondents. Questionnaire was used for data collection. Findings revealed a significant positive relationship between supply chain management and sales turnover, a significant positive relationship was also established between timely delivery of products and customer retention. The paper recommends the adoption, of supply chain management to reduce cost, increase sales and improve market share, and that firms should enhance timely delivery of products to ensure customer retention.

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