| Abstract: | The primary objective of this study is to analyze the influence of physical distribution activities on
the marketing performance of Alfrag Trading PLC, an Ethiopian trading company. The study
examines various physical distribution activities such as transportation, order processing,
warehousing, material handling, and inventory management to comprehend their impact on the
company's marketing performance. A cross-sectional study based on institutions was carried out
to achieve the study's goals. It involved 140 retailers and 139 wholesalers selected through simple
random sampling from Addis Ababa, Ethiopia.
The research thesis used only quantitative research methods. The study included providing
questionnaires to both retailers and wholesalers. Descriptive statistics, chi-square, and correlation
analysis examined the connections between physical distribution activities and marketing
performance metrics such as sales volume, customer satisfaction, and on-time delivery.
The findings indicate that transportation, warehousing, and inventory management significantly
positively impact Alfrag Trading's marketing performance. However, order processing and
material handling were found to have a less substantial influence. The study provides valuable
insights for the company to optimize its physical distribution strategy and improve overall
marketing performance. The results also contribute to the broader understanding of the critical role
of logistics in enhancing the competitiveness of trading enterprises in the Ethiopian context.
Recommendations for policy, practice, and future research are discussed. |
