An evaluation of marketing and distribution bottlenecks of Nigeria Bottling Company’s products. A case of Ikeja, Lagos State, Nigeria.

Abstract

The aim of this study was to evaluate the marketing and distribution bottlenecks concerning products of the Nigerian Bottling Company Ikeja, Lagos State. Purposive and Simple Random Sampling Techniques were adopted for this study. The Ikeja facility of a Nigerian Bottling company was purposefully chosen, and distribution personnel is the company were chosen at random. Workers from the sampled company, logistics drivers. distributors, and customers were also questioned about the marketing and distribution issues faced by the bottling company in Lagos State. A total of 196 respondents were chosen at random from the company 4,800 employes, logistics drivers, distributors, and customers. A total of 186 questionnaires were issued to respondents, with 180 of them being returned. The key marketing and distribution challenges by the bottled products company in Lagos were ranked using the Relative Importance Index (RII). The most highlighted problems were improving the company’s financial strength (RI. I= 0.881), poor delivery time (RII=0.864). high price of items (R. II=0.808), consumers’ location (R =0.777) and the business climate (RII=0.764). Furthermore, the results revealed that a lack of depots (R.I.I=0.764); road deterioration (R.I.I=0.702); competitive practices (RJ. I=0.54); product size and vehicle utilised (R.1.1= 0.503); and government policies (R.J.I = 0.429) had the lowest ranking. As a result, the study advised that decisions affecting the company’s financial strength be given the greatest weight. The bottling company should enhance delivery efficiency and the government should look at the city’s traffic congestion, while providing a conducive environment for businesses to thrive in Lagos State. The prices of the products should be examined and the government’s policies should be consistent.