The Effect of Distribution Channels’ Strategies and Types on Consumers’ Buying Behavior of Convenience Products

Abstract

As distribution is a key element in marketing strategies and its role can extend to be the core for creating competitive advantages for many products, especially for fast-moving consumer goods where product accessibility is a main determinant for consumers' buying behaviour. Accordingly, the purpose of this research is to investigate the impact of different distribution channel strategies and types on the consumer buying behaviour of convenience products such as protein bars.A conclusive research design was used by describing attitudes towards various distribution strategies and types and also to test the effect of various distribution channels' strategies on consumers' buying behaviour. The researchers conducted self-administered questionnaires among a sample of 120 consumers using a non-probability judgmental sampling technique. The data were analyzed quantitatively using descriptive and inferential statistical