A comparative analysis on the non-direct distribution of the products of the company in Laguna

Date of Publication

4-11-2008

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Applied Economics major in Industrial Economics/ Bachelor of Science in Applied Corporate Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Defense Panel Member

Eymard Reyes
Leonardo R. Garcia,  Jr.

Abstract/Summary

The purpose of this paper is to measure the distribution of the highlighted store keeping units of the Company vis-a-vis its key competitor brands in the sari-sari stores in Area A and Area E in Laguna. The study utilized a descriptive, comparative and evaluative research designs. The company under study required the proponents to use quota sampling to achieve 500 respondents per area. The survey approach through personal interview was used to effectively extract the information required for the research. The proponents utilized a One-way Analysis of Variance (ANOVA) to determine if there was a statistically significant difference in the two areas studied. The independent variables of the study were determined to be the Location, Brand, and Membership, while the dependent variable was the Numeric In-Stock (NIS) which pertains to the availability of the highlighted store keeping units in the sari-sari store. The treatments were the following: Area A vs. Area E, the Company's brand vs. competitor brands, and Member vs. Non-Member. Based on the data gathered, the proponents were able to conclude that the two areas have the same sari-sari stores profiles. Through the One-way ANOVA, the proponents were able to discover that the reach of distribution of the products for all the store keeping units in Area A and Area E, as well the reach of distribution of shampoo, conditioner, detergent bar, and food seasoning store keeping units in relation to the brands, shows no statistically significant difference. On the other hand, there was a statistically significant difference on the distribution in the detergent powder category. The recommendations were based on the data, issues and consumer insights gathered from the conducted survey and interviews. The recommendations focused on awareness, promotional activities and the account selection criterion for potential loyalty program site.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU15631; CDTU015631

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

viii, 156 leaves : ill. ; 28 cm. + 1 computer optical disc

Keywords

Marketing channels--Management; Business logistics; Physical distribution of goods

Upload Full Text

wf_no

Embargo Period

2-20-2026

This document is currently not available here.

Share

COinS