Sales and distribution networks of Fast Moving Consumer Goods (FMCGS) companies in Ghana. A case study of selected companies in the Kumasi Metropolis.
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Date
AUGUST, 2016
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Abstract
Companies reach consumers mostly through their distribution network which is consisted by distributors, wholesalers, retailers and FMCGs companies are not exceptions. The nature of the goods sold by these companies demands even more a critical attention to the sales and distribution network. The general objective of the study was to assess the sales and distribution networks of Fast Moving Consumer Goods (FMCGs) companies in the Kumasi metropolis. The study used the convenience and purposive sampling approach to select channel members and management respectively. The research dealt with total channel members’ population of 20,023 (without accounting for double counting). A sample of 593 was therefore picked for the purpose of the study. The main data collection instruments used by the researcher were structured questionnaires and interviews which were administered to the channel members and management of the selected FMCGs companies respectively. The data collected was analysed into descriptive statistics. The results showed that the management of the FMCGs has put in measures to ensure competitiveness by tracking product availability through each channel and also measure competitiveness by comparing target sales output to actual sales output although they are faced with challenges such as influx of fake products and low commitment from salesmen. The researcher therefore recommends that government agencies should collaborate with FMCGs to clamp down on fake products that infiltrate the genuine ones and also trade discounts that entice channel members should be reviewed upwards periodically to sustain the commitment of the actors in the network of the FMCGs.
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A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the award of the degree of
Master of Business Administration (Marketing -Option)
KNUST School of Business
College of Humanities and Social Sciences,