Effect Of Multichannel Distribution System On Company Performance Of Moha Soft Drinks Industry S.C

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title


Addis Ababa University


The purpose of the study was to examine the effect of multichannel distribution system on company performance in the MOHA soft drinks industry. The study undertook an explanatory research design and quantitative approach with a population of 125 respondents from which a sample of 106 was drawn. Self-administered questionnaires were used to collect responses. Measurement of the relationships of the study (channel level, channel control, channel cooperation, channel conflict and company performance) was done and subjected to rigorous data processing and analysis using the relevant statistical computer software packages. Findings indicated that there were significant relationships between channel level, channel control, and company performance. And there is no significance relationship between channel cooperation channel conflict and company performance. Results from regression analysis showed channel level and channel control were significant predictors of company performance. The study recommends therefore, that since the model could only explain 20% in variance of the company performance of MOHA soft drinks industry, a study be carried out comprising of other factors which were not part of the model. The finding of the study showed that there is no a significance difference between category of respondents employee and depots with regard to all factors. After examining the results and reaching on conclusions, the researcher recommended that the company should focus their attention on channel control in selection, motivation, training and evaluation of channel members and on channel level to take great care about choosing the right distributors



research design, quantitative approach, channel conflict