Keywords : Channel structure
An Empirical study on Channel Structure and Satisfaction of Vijaya Diary Distributors in Vijayawada
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 4, Pages 850-856
Vijaya diary is one of the most premium milk products in Andhra Pradesh It has complete wide range of milk products from milk to sweets. Which has a sophisticated distribution channel networks all over Andhra Pradesh? The objective of the study is to evaluate the channel structure and satisfaction of the Vijaya diary distributors in Vijayawada. Distributors play a vital role as a link between the producer and its consumers. The success of failure of a Company significantly depends on its distributor’sperformance. Therefore, an important responsibility of a manufacturer is strongly support to its distributors in Vijaya Diary firm of Andhra Pradesh. Data was collected via structured questionnaire and analysed using SPSS. distributor trust, distributor attitude, distributor Commitment, Co-operative norms and distributor loyalty are considered as independent variables or predictors and distributor satisfaction selected as dependent variable, relationships among the constructs was examined. The results provide evidence that the firm formulating strategies to satisfy its distributors by developing long-term and profitable relations.