EFFECT THE OF DISTRIBUTION CHANNELS ON THE MARKETING OF A CONSUMER PRODUCT A CASE STUDY OF NASCO PLC

The set to examine effect the of distribution channels on the marketing of a consumer product a case study of NASCO PLC. The study was guided by three objectives which are to analyze the impact of different distribution channel strategies on market reach and penetration. To identify methods for maintaining consistent brand positioning across various distribution channels and to explore strategies for enhancing customer experience and loyalty when using indirect distribution channels. Descriptive survey research design was adopted for the study. The population of the study consist of all the staffs of NASCO PLC Plateau state. Othe total population of 53 staffs of NASCO PLC Plateau state will be used. Total population sampling technique was adopted for this study. The study used primary and secondary data. The data was analyzed by the use of descriptive statistics to summarize and relate variables which were be attained from the administered questionnaires. The result of the study reveals that direct sale has the highest mean score, indicating that respondents perceive it as the most effective distribution channel for market reach. The result also shows that marketing strategy and customer engagement emerged as the most important factors in ensuring consistent brand positioning across various channels. And lastly the result indicate that most staff agree maintaining customer experience is key in indirect channels. The study conclude that NASCO can significantly enhance customer experience and loyalty in indirect distribution channels by focusing on consistency in brand positioning, implementing effective loyalty programs, ensuring consistent product availability, and investing in digital marketing strategies. The study recommend that NASCO should ensure that its brand positioning, messaging, and customer-facing materials are consistent across all distribution channels and NASCO should develop and launch a loyalty program that works across both direct and indirect channels.