oa Business Management Review - Distributor motivation: a case study of breweries in Anambra and Enugu states of Nigeria

Volume 4, Issue 2
  • ISSN : 0856-2253



Breweries like other manufacturers, need the services of distributors in order to be able to supply their products to the final consumers and by extension, attain their corporate goals. Thus, the nature of brewery - distributor relationships affect, to a reasonable degree, the ability of breweries to attain their corporate goals. This paper which is the report of a survey concerning the brewery - distributor relationship, from the perspective of the distributors' expectation, largely confirms that the breweries studied have no coherent distributor support. Furthermore, the study reveals that in cases where motivational tools had been established, they are hardly used. The paper suggests that incentives should be offered to the distributors in order to encourage them to carry out their functions efficiently.

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