DISTRIBUTION STRATEGIES AND MARKETING PERFORMANCE:
A FOCUS ON BREWERIES IN NIGERIA

OHAI, Izugbunem
Department of Marketing and Entrepreneurship
Faculty of Management Sciences,
Delta State University, Abraka, Nigeria
IYADI, Rollins Chiyem
Department of Marketing and Entrepreneurship
Faculty of Management Sciences,
Delta State University, Abraka, Nigeria
iyadirollins@yahoo.com
ABSTRACT
This study examined distribution strategies and marketing performance of breweries in Nigeria. The
study adopted the descriptive survey research. The population of the study comprised employees of
Nigeria Breweries Plc, Enugu, West Africa Breweries Limited, Lagos, International Breweries Plc,
Onitsha, and Guinness Nigeria Plc, Benin-City. The number of staff in theses breweries was given as 443

Therefore, 210 respondents were taken as adequate sample size for the study. A stratified
sampling technique was used. The study was driven by primary and secondary data. The data were
analyzed using correlation and regression analysis as analytical tools. The study found that
distribution strategies (Channel structure, exclusive distribution, intensive distribution and selective
distribution) influence marketing performance of breweries in Nigeria. The study concluded that
marketing performance of breweries in Nigeria depend on distribution strategies (channel structure,
exclusive distribution, intensive distribution and selective distribution). The study therefore
recommends that breweries in Nigeria that seek improved marketing performance should adopt
channel structure, exclusive distribution, intensive distribution and selective distribution to move their
products to buyers.
Keywords: Distribution strategies, exclusive distribution, marketing performance, selective
distribution

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