Supply Chain Channel Selection Efficacy and Marketing Performance of Agricultural Products’ Firms in Nigeria.
Publication Date: 26/03/2026
Author(s): Joseph Akam Mpuon, Dorothy Oyo-Ita, Eko Hodo Anna, Onigah Peter Oko, Agu Benjamin Chukwuma.
Volume/Issue: Volume 9, Issue 1 (2026)
Page No: 103-126
Journal: African Journal of Agriculture and Food Science (AJAFS)
Abstract:
Despite the increase in supply chain channel management research and the development of the nation's agricultural industry, there seem to be few empirical research on supply chain channel selection l as it relates to marketing performance of agricultural products’ firms. Particularly, it appears that there have not been studies on the relationship between supply chain channel selection and Marketing performance within the agricultural industry. The lack of literature by scholars with respect to supply chain channel selection in the agricultural industry to trigger innovations in channel techniques and strategies could properly be the root cause of ineffective marketing performance of agricultural products’ firms in terms of customer’s service, profitability and product availability. The researchers therefore, sought to discuss this limitation, thereby bridging acknowledge gap. Based on the objective of the study, cross sectional survey design was utilized to obtain information from 391 management staff members of agricultural product enterprises, and one hypothesis was developed. The data were analyzed using descriptive and inferential statistical techniques. The results demonstrated a favourable and significant association between Marketing performance of agricultural product companies and supply chain channel selection. It was concluded that if supply chain channel selection is well implemented, there would be an increase in marketing performance as measured by client fulfilment, profitability and product availability. Considering the results, it was recommended that sales, supply chain and marketing managers should carefully select their supply chain channels.
Keywords:
Agribusiness, channel selection, marketing Performance, resource based – view, supply chain management.
