Open AccessTrade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGS)
Author(s) -
Aniebiet Etuk,
Joseph A. Anyadighibe,
Edim Eka James,
Peter Miracle Egemba
Publication year - 2022
Publication title -
international journal of management, it and social sciences
Language(s) - English
Resource type - Journals
ISSN - 2395-7492
DOI - 10.21744/irjmis.v9n2.2011
Subject(s) - allowance (engineering) , fast moving consumer goods , contest , likert scale , promotion (chess) , business , context (archaeology) , marketing , advertising , economics , operations management , mathematics , statistics , paleontology , politics , political science , law , biology
This study examined trade sales promotion and distributors’ performance of fast-moving consumer goods (FMCGs). It was carried out to establish the effects of trade allowance, dealers’ contest and rebate on distributors’ performance with special reference to fast-moving consumer goods. The study adopted survey research design. The sampling technique adopted was judgmental sampling. Primary data were obtained from 218 retailers and wholesalers of fast-moving consumer goods using a 5-point Likert scale questionnaire. The hypotheses developed for the study were tested using simple linear regression. Consequently, it was found that rebate had the highest significant positive effect on distributors’ performance, while trade allowance and dealers’ contest had the second and third-highest significant positive effects on distributors’ performance of FMCGs respectively. Therefore, the study concluded that trade sales promotion strategy has a significant positive influence on distributors’ performance in the context of fast-moving consumer goods (FMCGs). The study also made practical and theoretical implications for further research.