Distributional Strategies and Performance of Manufacturing Firms in Ikeja

Abstract

Distribution play a great role within the marketing mix. A good distributional strategy can maximize an organization revenue's and profit but a bad and unplanned distribution strategy can lead to losses. in view of the cruciality of the distribution strategy to the performance of the manufacturing firms in ikeja, lagos state. the aim of this study is to investigate the relationship between the distribution strategy and the performance of manufacturing firms in Ikeja, Lagos state- Nigeria. The study adopted a survey design. A sample 234 respondents cutting across relevant departments of the selected was chosen out of which 204 respondents returned their questionnaires for analyses. The collected data was analyzed using descriptive statistics in the form of percentages and the inferential statistics in the form of pearson moment correlations and simple regression analysis with significance level of 0.05 to test the hypothesis. from the findings of the study, intensive, selective and exclusive distribution strategies have a statistically significant positive correlation with firm performance. it is concluded that there is a positive relationship between distribution strategy and performance of manufacturing firms in Ikeja, Lagos state Nigeria. The study recommended that manufacturing firms in Ikeja area should invest more in the usage of the distribution strategies since they have the capacity of improving their performance.