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Author(s): Joseph Akam Mpuon, Eko Hodo Anna, Dorothy Oyo-Ita, Onigah Peter Oko, Agu Benjamin Chukwuma.

Volume/Issue: Volume 8, Issue 3 (2025)

Page No: 63-85

Journal: British Journal of Management and Marketing Studies (BJMMS)

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Abstract:

Even with the expansion of the vendor network channel management research and the development of the nation's agricultural industry, there seem to be no empirical research on supply chain channel design 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 design, within the context of Nigeria agricultural industry. The lack of literature by scholars with respect to supply chain channel design 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, a systematic survey was utilized to obtain information from 391 management staff of agricultural product enterprises, and on3 hypothesis was developed. The data were analyzed using descriptive and inferential statistical techniques. The results demonstrated a favourable and significant association between supply chain channel design and marketing performance of agricultural product companies. It was concluded that if supply chain channel design 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 effectively design their marketing channel to enhanced marketing performance in terms of customer services, profitability and product availability.

Keywords:

Agribusiness, channel design, marketing performance, resource based – view, supply chain management.

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