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Author(s) : Abdul Jalil Khan, Asif Akhtar ISSN : 0974 - 497 Year : August 2017 | Volume : 11 | Issue : 3/4 Abstract: Introduction: Designing effective distribution strategy is always an important area of research in marketing for business firms and market researchers. Several factors are paramount in the design of distribution channel. These factors are classified as Attitudinal, Operational and Channel Outcomes. Objectives: This paper aims to classify the dimensions in three categories namely, Attitudinal, Operational and Channel Outcomes. Further, the study investigates the impact of Operational Factors and Attitudinal Factors on Channel Outcomes. Methodology: Survey technique is used for data collection. Data is collected with the help of structured questionnaire. To analyse the impact of Operational Factors, Attitudinal Factors on Channel Outcomes, Structural Equation Modelling has been done. Study Variables: The factors of distribution strategy in the Indian context are classified in three broad dimensions of channel as: Attitudinal Factors include Communication, Commitment, Trust and Cooperation. Operational Factors include Distributor Effectiveness, Contracts and Conflicts. Channel Outcomes include Satisfaction and Sales performance. Managerial Implications: The study would bring meaningful conclusion on the relationship of various factors of distribution along with outcomes. These findings will help the distribution firms and marketers in designing an effective channel. Download File Download File Open File