Effectiveness of Company owned against wholesalers Distribution Network: An Analysis of Soft-drinks Industry in Pakistan : Impact of Distribution Channel on Satisfaction: A Case Study of Coca Cola Pakistan

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.