Distribution As A Variable In Marketing Of Perishable Product (A Case Study Of Ayomide Farm Offa Kwara State)

Project and Seminar Material for Business Administration and Management BAM

Distribution As A Variable In Marketing Of Perishable Product (A Case Study Of Ayomide Farm Offa Kwara State)


This project will be carried out as a partial requirement for the award of National diploma in bsiness study, the topic “effective distribution as available in marketing of perishable product will be carried out using Ayomide’s farm offa Kwara state as the case study the project will contain five chapter of which are enumerated below.

Chapter one of this work contain the introduction, background of the study as well as the historical background of the case study and the definition of the related terms.

Considering the work of other researcher, they are being contained in chapter two of this project work, it give me full review of literature and they are real frame work. Various definitions were also considered on this chapter, chapter three of this work gives the details of how data will be collected from various sources and the method of analysis. Chapter four will examine hoe data collected will be presented and analyzed as collected from the sources and will be presented and analyzed as collected from the sources and will be considered respectively. Finally, after the presentation and analysis of data in chapter four. The summary, conclusion and recommendation will be on chapter five of these resources work references and bibliography will be given too.

Table of Content

  • Title page
  • Certification
  • Dedication
  • Acknowledgement
  • Abstract

Chapter One


  • 1.1 Introduction
  • 1.2 Background of the study
  • 1.3 Statement of the problem
  • 1.4 Objective of the study
  • 1.5 Significance of the study
  • 1.6 Significance of the study
  • 1.7 Scope and limitation of the study
  • 1.8 Definition of terms

Chapter Two

Literature Review

  • 2.1 Distribution channel
  • 2.2 The nature of distribution and their function
  • 2.3 Types of channel of distribution and their function
  • 2.4 The importance of distribution
  • 2.5 Distribution effectiveness
  • 2.6 Establishing the channel objective and constraints
  • 2.7 Number of intermediary
  • 2.8 Distribution policy
  • 2.9 Channel of distribution problem

Chapter Three

Research Methodology

  • 3.1 Introduction
  • 3.2 Historical background of the case study
  • 3.3 Research design and methodology
  • 3.4 Population of study
  • 3.5 Sample and sapling size procedure
  • 3.6 Source of data collection
  • 3.7 Procedure in gathering data
  • 3.8 Problem of data collection
  • 3.9 Data treatment technique

Chapter Four

Data Presentation and Analysis

  • 4.1 Introduction
  • 4.2 Factors favouring the establishment of effective distribution system
  • 4.3 The role of distribution in Ayomide’s farm product
  • 4.4 Operation involves in distribution of perishable product
  • 4.5 Problem faced by the distribution of Ayomide’s farm product

Chapter Five

Summary, Conclusion and Recommendation

  • 5.1 Introduction
  • 5.2 Summary
  • 5.3 Conclusion
  • 5.4 Recommendation
  • Bibliography

Chapter One


1.1 Introduction

Buklin (1968) defined distribution as the set of institutions which participate in marketing activities undertaken in the point of consumer.

However, Valen J.G (1976) define distribution as the system which include those organization that are involved in the flow of good and services from their introduction into the economy system to their consumption.

Again, Arowomolo and Ebelokun 1997 defines distribution as the route, avenue or pathways through which goods and services in order to allow consumer get satisfied and towards the realization of company set objective or gaols it can also be said to be interrelated activities that facilitate movement of goods and services, it is however, noted that in the channel of distribution we have different number of intermediaries between a producer and buyer, that is producer wholesaler-retailer consumer channel, also we have two tupe of channel of distribution which are direct channel and in direct channel. The direct channel have been written abovea s from the producer down to whole sale to there tailer then to the consumer, while he individual channel too have also been written above as right from the producer straight to the consumer.

Although, distribution has been described as the routh thorugh the ownership of products can be transferred when it move from point of on gin to point of final consumption. These have brint out the salient point that distribution of goods, manufacture product will not get to their consumer wholemand and the product or the services in conclusion, it can be said that distribution is a strategy on managerial system in with all is distribution decision

1.2 Background to the Study

It should be noted that information is a critican commodity upon which the distribution system of our country (Nigeria) depend. This established the importance of the design and development of effective distribution as avariable in marketing of perishable product and ahs led to the recognition of system analysis as an important and growing career field for the system professional.

However, in the early 1980’s the distribution system has face even greater challenges them did those of preceding decades we have entered a period of accelerated exchanges in the social, economic, politically legal and technological environment in which our distribution system must excel in order to meet the requirement standard set by the marketing association of Nigeria CM.AN) this is because in all areas changes in occurring rapidly.

Because of these contemporary events, we feel that it appropriate to write this project title. Effective distribution as a variable in marketing of perishable product”. And the Ayodeme’s famr offa Kwara project will help in the following areas:

  1. Telling us the historical background of distribution system
  2. Knowing the various channels that can be performed on the computer system.
  3. Having how the various/ series of chennl are performed with the reference to out case study (Ayomide farm offa Kwara state).
  4. Telling the usefulness of the perfomed channels and recommendation it to researchers at the (Ayomide farm offa Kwara state).

All these are necessary because of the trend at which distribution system is growing to balling so that people in the third world countries particularly Nigeria are to left behind.

1.3 Statement of the Problem

Inspite of the benefit derived from the effective channel of distribution by problems. They are still faced with some problems these are the problem of channel, choice transportation adoption of the middlemen, in distribution and poor disposable consumer income.

However, intermediaries like whole salers, while distribution increase cost per unit of goods as against the cost at which they were supplied by the producer. It must then be rooted that, in choosing any channel, there are certain on teria which some organization may not put into consideration. It is also necessary to embark on the right channel for the right product or services at the right time and place been delivered.

1.4 Objective Of The Study

The aims of the research study is purpose to ascertain the effective distribution of perishable product that is, egg thurkey, Guinea fowl Duck and ehiken frozen ones machieving organization objectives fact will be collected on the practice of Ayomide’s farm product and the study is to analysis the following.

The best way through which perishable good (egg frozen checken duck, Guenea fowl and turkey) could be distributed channel used in the distribution of this out inod product, the total area covered the distribution channel in term of sales.

Essentially, this research work will be looking into the system of how effective is mechannel being need in term of cost benefit objectives control objectives and continually objectives.

1.5 Significance of the Study

A number of significant improvement can be seen on the economic process of this country especially in agricultural sector.

The Nigeria Agricultural sector has witnessed adynamic growth over the years and as each farm spring fourth, competition for market is increases.

Therefore, it is highly necessary for each form to ensure good productivity and effective channel of distribution in order to withstand the increase competition.

However, channel of distribution provide information about the market, this leads to better services because the producers for example would be able to know customer want and modify this product suite their want needs.

Channel member provide storage facilities for keeping goods from production time to purchasing time. They also involved in breaking the bulk that is breaking of homogenous supply down into smaller lots.

This research work will be examining the distribution activities of Ayomide farm produce. The project will examine the channel of distribution and physical distribution system operation by the poultry farm. The product plannigna nd development of product life cycle.

However, the scope of the study means the area which the research intends to cover.

Furthermore, the study suppose to cover the channel of distribution of al poultry from but for the purpose of the project work the research work will be limited to the study of Ayomide’s farm production due to uncontrollable elements and non response problem moreso, this can be attributed to the cost of transportation time factors and continuous increase in cost of material needed.

1.7 Definition of Term

1.71 Agents:

Is one the guarantees payment to his principal or goods sound on his behalf

1.72 Channels:

This is a way by which goods are taken from there place of production to the people who actually want to make use of them.

1.73 Consumer:

A person who buys goods or uses services

1.74 Distribution:

The movement of raw material to the place of manufacturer and of finished to consumer.

1.75 Goods:

These are commodity or services for which there is a demand.

1.76 Intermediaries or Middlemen:

These are the whole sales and retailer who are in-between the manufacturer or producer and the final consumer on the production and distribution of product.

1.77 Marketing:

American marketing association defines marketing as the process of planning and exacting the connectional pricing promotion and distribution of ideas goods and services to create exchange that satisfy individual and organizational goals.

1.78 Physical Distribution:

Implies the activities concerned with moving the right amount of the right product to the right place at the right time.

1.79 Product:

A product as defined by “Philip Kotter” and something that can satisfy customer needs and wards.

1.80 Retailer:

This may be defined as that trader who buy goods in small quantity from the wholesaler or direct from manufacturer and sells in unit to the public or final consumer.

1.81 Service:

It can be defined as an act of performing duties and sold to consumers.

1.82 Wholesaler:

They can be defined as that trader who buys goods in large quantity form the manufacturer or producer and sell in small quantity to the retailer.

Chapter Five

Summary, Conclusion and Recommendation

5.1 Introduction

This chapter deals wit the summary of the whole project conclusion and recommendation. All what has been done in the courses of the project will be discussed in details.

5.2 Summary

The research which was thoroughly conducted has revealed effective distribution as a variable in marketing of perishable products.

The first chapter forcuses on the introduction, background of the study, statement of the problem, objective of the study, scope and limitation of study, historical background of the case study (Ayomides farm) and definite of terms.
how ever, the second chapter deals with the literature review on distribution channel, nature of distribution in marketing, type of channel distribution on effectiveness, channel of distribution policy, and channel of distribution problem.

Moreover, research design and methodogy, population o study source of data collection, sample and samplings the procedure, procedure in gathering data, problem of data collection, data treatment techniques are contained in chapter three.

Further more, chapter four of the project work deals with the presentation analysis of data. this chapter is sectioned into two the first shall contain information about the demographics of age, sex educational, channel of distribution, likely problems encounter distribution channel with otherperishable product source of capital consumer reaction to the price paid for the poultry product how the poultry distribution system motivate consumer in buying the products, means of transportation of the poultry products, means of transportation of the poultry product to other part of the country conveniently and inventive been given to distributors.

However the second sectioned contains factor fabouring the establishment of effective distribution system, there of distribution of Ayomide’s farm product, operation involves in distribution of perishable product, problem faced by the distribution of Ayomide’s farm products.

Finally, chapter five is the last chapter which deals with the summary, conclusion and recommendation.

5.3 Conclusion

Having critically examine the effective distribution as a variable in marketing of perishable product of Ayomide’s farm product, the following conclusion where drawn that;

  1. Ayomide’s farm products still needs financial support boost their production and maintain once.
  2. They need more workers as the poultry as hoping to develop
  3. The need to improve on their means of transpiration by providing the lookers with staff bus and having personal bus to transport their product.

5.2 Recommendations

Considering the effective distribution as a variable on marketing of perishable product and problem facing the distribution channel of “Ayomide’s farm product” the following recommendation are made to improve the system (distribution):

  1. Ayomide’s farm product should be very delight in choosing appropriate channel to ensure that their product get to the final consumer within a short tune and at a moderate costs.
  2. The management of Ayomide’s farm product should try to improve
  3. It must be noted that the involvement of too much and necessary intermediaries in the distribution process, waste fullness of turn, cost and energy should be avoided.
  4. More funds should be released to improve the distribution system.
  5. Good distribution policy should be embarked on for effective distribution process.
  6. Competent and specialist should be employed to take care of distribution system or process.

Finally, the company must be sure that it maintains sound management so that activities as inventory management storage and ware housing and materials handling are intact as it ought to be so that the company will achieve its objectives

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