Effect Of Multichannel Distribution System On Company Performance Of Moha Soft Drinks Industry S.C
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Date
2017-05-12
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Addis Ababa University
Abstract
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
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Keywords
research design, quantitative approach, channel conflict