DOI: 10.36347/sjebm.2018.v05i09.007

Pages: 864-873

This focus of this study is to fully assess how intensive distribution by small and medium scale bakeries in south-eastern Nigeria affects their sales volume. The specific objective was to determine how intensive distribution by small and medium scale bakeries in South-Eastern Nigeria affects their sales volume, the study adopted survey research design among 196 top management staff of registered bakery firms in major cities of South-Eastern states of Nigeria. Data collected were done through structured questionnaire. Validity of the instrument was done by 3 marketing experts from both the industry and academia. Cronbach’s alpha coefficient method was adopted to ascertain the reliability of the test instrument and the result from the test was 0.92. Simple linear regression analysis was the statistical tool used to analyze the data at 5% level of significance. The result of the study revealed that Intensive distribution does significantly affect the sales volume of small and medium scale bakeries in South Eastern Nigeria (r = .605; F = 287.427; t = 10.217; p = .000 < 0.05). It was concluded that majority of bakery firms in south eastern Nigeria believes in the adoption of intensive distribution rather than the use of other promotional means due to the perishable nature of their products, and the costs involved in using other promotional means. It was recommended that the management of bakeries in South Eastern Nigeria should enhance their product performance by engaging more third parties who could improve their intensive distribution channels and in turn, increase the availability and visibility of their bakery products.