IMOUOKHOME Ebun O. (Ph.D.)
Department of Marketing, Faculty of Management Sciences,
University of Benin, Benin-City, Edo State
For correspondence, email: ebun.imouokhome@uniben.edu
Abstract
The study examined distribution strategies and consumer satisfaction in manufacturing firms; A Study of Unilorin Bakery. The study’s objective is to determine the effect of selective distribution on customer satisfaction among students towards the University of Ilorin Bakery. The study used a survey research design. The study covered the students of the University of Ilorin, Ilorin, Kwara State; the population for the study was 49,153. Taro Yamane’s method of determining sample size was used to arrive at 396 sample size. Simple linear regression was used in testing the hypotheses at a 0.05 significant level. The study’s results show that selective distribution has a significant impact on customer satisfaction among students towards the University of Ilorin Bakery, with a significant level of 0.001, which is less than 0.05 alpha values. The study concluded that distribution strategies have a significant effect on customer satisfaction among students towards Unilorin Bakery. Therefore, the study recommended that Unilorin Bakery concentrate its efforts on brand promotion through a selective distribution strategy since it allows customers to make more informed purchasing decisions that can result in higher satisfaction with their choices and ultimately bring about customer satisfaction.
Keywords: Distribution, Selective, Strategy, Customer, Satisfaction.
