International records / OpenAlex research

Effect of distribution channels on market penetration: A case study of Nestlé Nigeria

This study investigates the impact of distribution channels on market penetration, focusing on Nestlé Nigeria in Port Harcourt. Employing a descriptive research design, the study surveyed 111 respondents, including Nestlé employees, distribution partners, and customers, with 100 completed responses. Three questionnaires assessed intensive, extensive, and selective distribution strategies, using a 5-point Likert scale. Data were analyzed with descriptive statistics and Pearson Product Moment Correlation Coefficient to test relationships. Results show intensive distribution strongly enhances rep…