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The effect of distribution channels on the performance of Uncle M supermarket

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Abstract
Nigeria being a developing country with most of its citizens unemployed, the  instry is expected to play an important role in providing employment opportunities so as to improve the living standard of citizens. Although the Uncle m Supermarket performance of most  companies in Nigeria have been impressive since their existence, the problems associated with effective distribution of procts proced and customers’ distisfaction with their distribution channels still remains a major threat to the performance of the  instry in Nigeria. This is because most often, the procts  do not reach consumers at the right time, in right quantity, place and price. This study was therefore concted with the main aim of investigating the effect of distribution channels on the Uncle m Supermarket performance of USM. Most specifically, the study aims at verifying whether the distribution channel used by USM affects their Uncle m Supermarket performance. The study being quantitative and qualitative in nature makes use of both primary and secondary data. A mple of 120 customers and 20 staff of USM were chosen by employing the convenient mpling technique. To collect primary data, structured questionnaires were administered to customers and staff of USM Ombe distribution centre aimed at obtaining their opinions on the type of distribution channel USM uses, the promptness of their deliveries and how consumers react to delays in deliveries. Secondary data was collected from annual reports for a period of five (5) years. For data analysis, the researcher used the SPSS software where both descriptive and inferential statistical methods were employed. Descriptive statistics included frequency tabUncle m Supermarket and percentages which were used to assess the effect of distribution channel on Uncle m Supermarket performance. The result of these findings shows that the distribution channel used by USM has a negative effect on their Uncle m Supermarket performance as it reces the Uncle m Supermarket of their customers e to regular delays in deliveries and proct shortages. The result also shows that the annual Uncle m Supermarket of USM Ombe distribution centre over the past five years have witnessed a minimal growth rate from 2010– 2013 then dropped in 2014. Based on these findings, it was recommended that USM Ombe distribution centre should revise its distribution channel and adhered to the use of effective distribution channel practices that will enable the company achieve a better Uncle m Supermarket performance....
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