THE ROLE OF RETAILERS IN THE DISTRIBUTION OF CONSUMER GOODS IN NIGERIA

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THE ROLE OF RETAILERS IN THE DISTRIBUTION OF CONSUMER GOODS IN NIGERIA

(A CASE STUDY OF SELECTED SUPERMARKTS IN KUBWA, ABUJA)

ABSTRACT

Company efforts are not complete until the goods get to the consumers or users. In moving the goods to the parties, retailing institutions play significant roles. It is against this backdrop that this project has its focus and its working hypothesis states that retailers play a significant distribution role to meet consumer’s assorted expectations. Relevant data were gathered through the use of questionnaires, analyzed, interpreted and subjected to test. The test revealed that retailers play a very significant role in the distribution process to meet consumer’s assorted expectations. Finally the work in respect to its conclusion, recommends that the management should invest heavily in retail strategies that will enable them effectively and efficiently serve their customers and meet consumer’s expectations. They should conduct extensive training for their sales people on customer service management in order to obtain desired result. They should also be efficient and exercise caution in dealing with ultimate consumers to gain competitive advantage. This to the researcher’s mind, has created room for appreciation of retailers’ role in marketing of goods and services and set the stage for further research.

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