THE ROLE OF RETAILER IN THE DISTRIBUTION OF CONSUMER GOODS

THE ROLE OF RETAILER IN THE DISTRIBUTION OF CONSUMER GOODS (A CASE STUDY OF BENDEL SUPERMARKET, AUCHI)
 
ABSTRACT
This research work titled the role of retailers in the distribution of consumer goods is to determine the crucial function of retailers. Also to determine the possibility of eliminating functions. Several research methods were used in gathering and analyzing data. But two main methods primary and secondary sources were used, books, journals, periodicals and magazines were mainly constructed. This was to have broad knowledge of distribution and the function of retailers. Questionnaire and personal interview were equally very useful. From our findings, we discovered that the role of retailers is important that it cannot be eliminated, it is said that you can eliminate their functions. Of course, we cannot enumerate all the findings here. Based on our findings, through analysis and testing of hypothesis some recommendations were preferred. One of such recommendations is that the government and producers should always evaluate and control the retailers in other to forestall two much influence and control on the part of the retailer.   
TABLE OF CONTENTS
Title Page                                                                                
Certification                                                                 
Dedication                                                                     
Acknowledgements                                                                 
Abstract                                                                                  
Table of Contents                                                          
Chapter One: Introduction                                          
Chapter Two: Literature Review                                 
Chapter three: Research Design and Methodology                
Chapter Four: Presentation and Analysis of Data                
Chapter Five: Conclusion and Recommendations              
References 
Appendix 1                                                                    
Appendix 2                                                                    
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Any organization selling to final consumer whether it is a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or services are sold (by person, mail, telephone, vending machine or internal) or where they are sole (in a store, at a street, or at the consumer’s house).
As a result of this, several businesses have emerged, as retailers help in the distribution of consumers goods, but in spite of this effort, some consumers still believe that their function is not important and therefore it should be eliminated.
It is therefore the purpose of this research work to find out the reason for the continuous agitation by consumers and also to proffer solution to this effect.
The researcher will also work extensively to ascertain how the retailers facilitate the flow of consumer goods from the producer to the final consumer.
By so doing the consumer will now found out that the function of retailer in the distribution of goods is important.  
STATEMENT OF RESEARCH PROBLEMS
The researcher has been able to identify a problem which in fact has aroused its interest in trying to find a solution to it.
The problem therefore, is about the credit facilitates. Many retailers are unable to continue as a result of lack of capital which the customer (consumer) are holding in form of credit facilities offered them. When too much credit is allowed, capital will be drastically affected which may lead to failure of the business unit.
Another major problem in the distribution of consumer goods is lack of advertisement. Retailer should not over look the wise saying in business if you do not say I am, nobody will know there you are. Many retailers fail because they think advertising is a waste of money and energy. That is why the general public has a poor understanding of this channel of distribution. 
OBJECTIVE OF THE STUDY
For the purpose of this work, the researcher aim at achieving the following:
SCOPE OF THE STUDY
The research work is actually going to be limited to a certain features. It will be focus on the distribution of consumer goods by reviewing various literature and journals related to the topic.
The retailing system and its effective management and the classification of consumer goods. As were as the various type of retailers will be examined in details.
The importance and function carried out by the retailers will not be left out, it is obvious that the retailer encounter uncountable problems in caring out their roles, this research work is also design to identify these problems and offer solution or recommendation to these deficiencies.
The subsequent re-organization of the marketing system to get ride of the retailers will aloe be considered.
To this end it will be observed that when these issues are properly match out consumer will certainly have smile in their face.
SIGNIFICANCE OF THE STUDY
This research work will however be useful to several individual and bodies, among which are;
STATEMENT OF HYPOTHESIS
For an understanding of the problem put forward for investigation the researcher has proposed several assumption that is expected to the tested based on the data collected and analyzed.
To this end, the researcher had developed a list of hypothesis which can either be true or false. The null hypothesis is that which can be accepted where the alternative hypothesis is rejected.
Hypothesis I    
HI:     Retailers contribute to increase in prices of consumer goods.  
Ho:    Retailers does not contribute to increase in prices of consumer goods.
Hypothesis II
HI:     Adequate experience and education enhance retailers performance in the distribution of consumer goods.
Ho:    Adequate experience and education does not enhance retailers performance in the distribution of consumer goods.
Hypothesis III
HI:     The role of retailers is in significant in the distribution of consumer goods.
OPERATIONAL DEFINITION OF TERMS