ABSTRACT
This
research work titled the role of retailers in the distribution of consumer
goods is to determine the crucial function of retailers. Also to determine the
possibility of eliminating functions. Several research methods were used in
gathering and analyzing data. But two main methods primary and secondary
sources were used, books, journals, periodicals and magazines were mainly
constructed. This was to have broad knowledge of distribution and the function
of retailers. Questionnaire and personal interview were equally very useful.
From our findings, we discovered that the role of retailers is important that
it cannot be eliminated, it is said that you can eliminate their functions. Of
course, we cannot enumerate all the findings here. Based on our findings,
through analysis and testing of hypothesis some recommendations were preferred.
One of such recommendations is that the government and producers should always
evaluate and control the retailers in other to forestall two much influence and
control on the part of the retailer.
TABLE
OF CONTENTS
Title Page
Certification
Dedication
Acknowledgements
Abstract
Table of Contents
Chapter
One: Introduction
1.1
Background
of Study
1.2
Statement
of Research Problem
1.3
Objective
of Study
1.4
Scope
of Study
1.5
Significance
of Study
1.6
Statement
of Hypothesis
1.7
Operational
Definition of Terms
Chapter
Two: Literature Review
2.1
Marketing
and the Market Concept
2.2
Marketing
Mix
2.3
The
Price of Distribution in the Market Mix
2.4
Channel
Design and Management
2.5
Retailing
System and its Management
2.6
Classification
of Consumer Goods
2.7
Functions
of Retailers
2.8
Importance
of Retailers
2.9
Eliminating
the Retailers
Chapter
three: Research
Design and Methodology
3.1
Research
Method Used
3.2
Research
Population
3.3
Sample
Size Determination
3.4
Sampling
Techniques
3.5
Sources
and Collection of Data
3.6
Validity
of Instrument Used
3.7
Method
of Data Analysis
Chapter
Four: Presentation and Analysis of Data
4.1
Introduction
4.2
Presentation
of Data Gathered
4.3
Data
Analysis
4.4
Test
of Hypothesis
Chapter
Five: Conclusion and Recommendations
5.1
Limitation
of Study
5.2
Conclusion
5.3
Recommendations
References
Appendix 1
Appendix 2
CHAPTER
ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Any
organization selling to final consumer whether it is a manufacturer, wholesaler
or retailer is doing retailing. It does not matter how the goods or services
are sold (by person, mail, telephone, vending machine or internal) or where
they are sole (in a store, at a street, or at the consumer’s house).
As
a result of this, several businesses have emerged, as retailers help in the
distribution of consumers goods, but in spite of this effort, some consumers
still believe that their function is not important and therefore it should be
eliminated.
It
is therefore the purpose of this research work to find out the reason for the
continuous agitation by consumers and also to proffer solution to this effect.
The
researcher will also work extensively to ascertain how the retailers facilitate
the flow of consumer goods from the producer to the final consumer.
By
so doing the consumer will now found out that the function of retailer in the
distribution of goods is important.
1.2
STATEMENT OF RESEARCH PROBLEMS
The
researcher has been able to identify a problem which in fact has aroused its
interest in trying to find a solution to it.
The
problem therefore, is about the credit facilitates. Many retailers are unable
to continue as a result of lack of capital which the customer (consumer) are
holding in form of credit facilities offered them. When too much credit is
allowed, capital will be drastically affected which may lead to failure of the
business unit.
Another
major problem in the distribution of consumer goods is lack of advertisement.
Retailer should not over look the wise saying in business if you do not say I
am, nobody will know there you are. Many retailers fail because they think
advertising is a waste of money and energy. That is why the general public has
a poor understanding of this channel of distribution.
1.3
OBJECTIVE OF THE STUDY
For
the purpose of this work, the researcher aim at achieving the following:
1.
To
know whether the use of retailer is justifiable, irrespective of the additional
cost, their presence or operation put on consumer goods.
2.
To
determine the relative importance of retailers from the view point of its
continuous usage.
3.
To
determine the circumstance in which the retailer could be eliminated from
distribution of consumer goods to the final consumers.
4.
To
discuss and identify the present type of retailers in the distribution of
consumer goods.
1.4
SCOPE OF THE STUDY
The
research work is actually going to be limited to a certain features. It will be
focus on the distribution of consumer goods by reviewing various literature and
journals related to the topic.
The
retailing system and its effective management and the classification of
consumer goods. As were as the various type of retailers will be examined in
details.
The
importance and function carried out by the retailers will not be left out, it
is obvious that the retailer encounter uncountable problems in caring out their
roles, this research work is also design to identify these problems and offer
solution or recommendation to these deficiencies.
The
subsequent re-organization of the marketing system to get ride of the retailers
will aloe be considered.
To
this end it will be observed that when these issues are properly match out
consumer will certainly have smile in their face.
1.5
SIGNIFICANCE OF THE STUDY
This
research work will however be useful to several individual and bodies, among
which are;
1.
It
will enable the researcher to contribute its quota in the academic discipline.
2.
It
will qualify the researcher for an award or fulfillment of the HND certificate.
3.
For
fourth coming students to enrich their knowledge.
4.
Useful
to the economy and government agencies when the need of economy
growth/development arises.
5.
Useful
to the present and potential retailers who wish to improve in their practice to
the channel of distribution and in consumer satisfaction.
6.
Useful
to consumer as it will enable them identify and evaluate genuine retailer to
satisfy their wants.
1.6
STATEMENT OF HYPOTHESIS
For
an understanding of the problem put forward for investigation the researcher
has proposed several assumption that is expected to the tested based on the
data collected and analyzed.
To
this end, the researcher had developed a list of hypothesis which can either be
true or false. The null hypothesis is that which can be accepted where the
alternative hypothesis is rejected.
Hypothesis
I
HI: Retailers
contribute to increase in prices of consumer goods.
Ho: Retailers
does not contribute to increase in prices of consumer goods.
Hypothesis II
HI: Adequate
experience and education enhance retailers performance in the distribution of
consumer goods.
Ho: Adequate
experience and education does not enhance retailers performance in the
distribution of consumer goods.
Hypothesis III
HI: The
role of retailers is in significant in the distribution of consumer goods.
1.7
OPERATIONAL DEFINITION OF TERMS
1.
Retailing: This include all the activities
involve in selling goods or services directly to the final consumers for
personal, non business use.
2.
Retailer: A retailer store is any business
enterprise whose sales volume comes primarily and its ultimate consumers. Any
intermediary between the producers and consumer goods such function as storage
and distribution to the final consumers.
3.
Manufacturer/producer: A person or group of persons who
is able to convert input to output to the effective utilization of consumers.
4.
Agent: Business units, which negotiated
purchases or sales on behalf of the producer but does not take title to the
goods in which he deals.
5.
Dealers: A firm that buy and resell
merchandise as either retail or wholesaler. It is the person who has agreed to
carry and sell manufactures product for profit.
6.
Wholesaler: Business unit which buy and
resell merchandise to retailer and other merchant industries, for commercial
users but which does not sell in small volume to ultimate consumers.
7.
Merchants: A business unit that buys, take
title to and resell merchandize.
8.
Manufacturer Representation: An independent business people
who have arrangement with several manufacturers to sell their goods to
retailers.
9.
Market: People with need to satisfy,
money to spend and the willingness to spend it, or set of al actual and
potential buyer of a product or services.
10.
Marketing: The exchange of activities
conducted by individual and organization for the purpose of satisfying
consumers and achieving marketing goals in dynamic environment through the
creation, distribution, promotion and pricing of goods, services and ideas.
11.
Wholesale Trade: The sales of activities directed related
to the sales of product to those who are buying for the purpose of sale.
12.
Consumers: Who buys goods and services for
his or her own use, for the use of household of just one member of the
household.
13.
Product: A product is anything that can be
offer to a market for attention use or consumption that might satisfy want or
need.
14.
Warehouse: This is a storage facility where
goods are being kept until they are dispatched in price. This is the mechanism
for translating into money the value of a product to a consumer at a point in
time.
15.
Price: This is the mechanism for
translating into value of a product to a consumer at a point in time.
16.
Consumer goods: These are product destined for
use by ultimate consumer or household and in such that they can be used without
processing.
17.
Channel: The word channel connote in its
marketing application, a path way taken by goods as they flows from point of
production to point of intermediate and final use on the other hand, channel is
the method use by company to communicate and interact its customers.
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