The effect of multichannel distribution system on company performance in the case of FAFFA food Share Company
No Thumbnail Available
Date
2020-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The purpose of the study is to examine the effect of multichannel distribution system on
company performance in the case of FAFFA Food Company. The study undertakes an
explanatory research design and quantitative approach with a sample of 60 respondents. For
the primary and secondary Self-administered questionnaires would use to collect responses.
Measurement of the relationships of the study (channel level, channel control, channel
cooperation, channel conflict and company performance) is done and subjected to accurate
data processing and analysis using the relevant statistical computer software packages.
Findings indicated that there were significant relationships among those three variables
(channel level, channel cooperation, channel control) with company performance. And there
is no significance relationship between channel conflict and company performance. Results
from regression analysis showed channel level and channel cooperation were significant
predictors of company performance. After examining the results and reaching on
conclusions, the researcher recommended that the company should focus their concentration
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
Description
Keywords
multichannel distribution, channel performance, channel conflict