Abstract:
Distribution channel is considered as the major and most important requirement
for all types of products. The effectiveness of distribution channels have been extensively
measured in previous literature. In literature, it was found that distribution channel has
significant on satisfaction of retailers and customers. The purpose of this study is to
explore the commonly used distribution channel in manufacturing companies. The study
also determines the effectiveness of company owned distribution network in comparison
to wholesaler’s network. For this purpose, the international company, Coca Cola has been
selected as sample of study. The present study used an adopted structured questionnaire
to gather the data from the respondents. The data analyzed by using the advance
econometric technique. The SPPS 20 is used to conduct the analysis of data. The results
of study reveal that there is effective distribution channel in Coca Cola Company. The
findings also identified the best suitable distribution channel for FMCGs. The study also
documented that company owned distribution network has significant positive impact on
consumer’s satisfaction. The findings also support the results of previous researchers.
The study also suggests some policy implications for FMCG companies to attract more
market share.
