Assessment of Marketing Mix on Channel Management Practices in Lubricant Market-the Case of National Oil Ethiopia (NOC)
No Thumbnail Available
Date
2019-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
A.A.U.
Abstract
The purpose of this study was to examine the influence of marketing mix elements on Channel Management Practices in Lubricant Market on the case of National Oil Ethiopia (NOC) in Addis Ababa market. The study applied descriptive research design and quantitative approach with a population of 251 out of which 185 sample size were selected. A self-administered questionnaire was used to collect data. The findings indicated that there were positive relationships between all the independent variables (price, product, promotion, and place) and the dependent variable, channel management. The result of regression analysis showed that product, place and promotion are significant predictors of channel management. Thus, the study recommended strengthening the current strong hold of distribution channel with increased number of resellers and the need to work more on the conventional methods of advertising its products in every opportunity available. It was also recommended that the company needs to work more on alignment of channel partners with the company to maintain their relationship for longer period of time. Moreover, the need to focus on product mix was recommended that would permit the company to expand its business through the addition of new products for distribution and availing product to the market with variety and consistency as well.
Description
Keywords
Channel management, Distribution, Marketing mix