| Abstract: | Distribution channel management decisions are among the most important strategic
decisions for companies today. This study is aimed to investigate the influence of
distribution channel on sales performance of gold water Bottling Share Company. To this
end, the study applied quantitative research approach and explanatory design to
objectively answer the research questions. For achieving the study objective, data were
gathered from 90 sales and marketing department staff of gold water bottling Share
Company from Addis Ababa, sales regions of the company. The research identifies four
components of distribution channels namely distribution channel strategy, distribution
channel administration, distribution channel objective and distribution channel
preference & effectiveness. The correlation analysis result showed that there is a
significant positive relationship between distribution channel dimensions and sales
performance of the company. Moreover, the regression analysis evidenced that out of the
four distribution channel dimensions, only distribution channel strategy has caused a
statistically significant positive effect on sales performance; whereas, distribution
channel objective and distribution channel preference and effectiveness and distribution
channel administration have a no significant effect on sales performance in the company.
On the basis of the research findings, appropriate conclusions and recommendations
along with implications for further studies were forwarded. |
