Distribution Channel Management and Sales Volume of Listed Pharmaceutical Companies in Nigeria
Keywords:
Distribution channel management, channel design, channel selection, channel coordination, channel management technologies, sales volume.Abstract
This study explores the effect of distribution channel management on the sales volume of listed pharmaceutical companies in Nigeria. The study specifically examines the effect of distribution channel management dimensions (channel design, channel selection, channel coordination, and channel management technologies) on sales volume. The study employed ex-post facto and cross-sectional survey research designs. Using a census survey of 707 marketing staff across six publicly listed pharmaceutical firms, data were analyzed with descriptive statistics and multiple regression. Results revealed that distribution channel management accounts for 60.5% of the variation in sales volume. It showed that channel design, selection, coordination, and management technologies each had significant positive effects on sales volume, with technologies exerting the strongest influence. The study concludes that effective distribution channel management is a critical driver of sales growth in Nigeria’s pharmaceutical industry and recommends that firms should strengthen their distribution structures, adopt advanced technologies, and foster collaboration among channel partners to increase sales volume.
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