Browsing by Author "Amen, Hailu"

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    The Influence of Distribution Channel on Sales Performance: The Case of Ahadukes Food Products Share Company
    (A.A.U, 2020-11) Amen, Hailu; Meskerem, Mitiku (PhD)
    Distribution channel decisions are among the most important decisions companies faces today, as a result, the study aimed to investigate the influence of distribution channel on ales on the performance of Ahadukes food products Share Company. The purpose of this study was to investigate the influence of distribution channels on the sales performance of Ahadukes food complex share company. The study was used quantitative research method and employs survey design to objectively answer the research questions. For achieving the study objective, 52 sales and marketing departments of Ahadukes food Share Company from Addis Ababa, Bishoftu and other sales regions of the company. The research identifies the influence of distribution channel and the four components of distribution channels (distribution channel strategy, distribution channel administration, distribution channel objective and distribution channel preference & effectiveness) on the company sales performance. The correlation analysis result showed that there is a significant positive influence of the overall practice of distribution channels on the sales performance of the company. Moreover, the regression analysis evidenced that the overall practice of distribution channel is predictor of sales performance in the company. It is also found that distribution channel objective and distribution channel administration have a significant positive influence on sales performance; whereas, distribution channel strategy and distribution channel preference and effectiveness have a significant negative influence on sales performance in the company. On the basis of the research findings, appropriate conclusions and recommendations along with implications for further studies were forwarded