Physical Distribution Practices and Marketing Performance of Selected Fast Moving Consumer Goods Companies in South-South Region of Nigeria

Abstract

This study was designed to investigate the influence of physical distribution practices (transportation management, warehousing management, communication and information systems, and order processing) on the marketing performance of selected fast-moving consumer goods (FMCG) companies in the south-south region of Nigeria. The survey research design approach was adopted using a structured questionnaire to collect data from 247 selected FMCG sales representatives involved in the distribution of FMCG products in the south-south region of Nigeria. Stratified random sampling was employed. The data gathered was analysed using percentages and frequency tables. The formulated hypotheses were tested using a multiple regression approach. Findings from the study revealed a strong positive influence between the independent variables (transportation management, warehouse management, communication and information systems, and order processing management) and the dependent variable (marketing performance). The researchers suggest that FMCG companies should prioritise transportation management to facilitate better and more efficient movement of goods and people, thereby improving their marketing performance. Given the limitations of this study, the researchers presented practical implications and directions for future research.