Supply Chain Channel Strategy and Marketing Performance of Agricultural Products Firms in Nigeria

Even with the expansion of the vendor network supply chain channel strategy research and the development of the nation's agricultural industry, there seems to be no empirical research on supply chain channel strategy as it relates to marketing performance of agricultural products’ firms. Particularly, it appears that there have not been studies on the relationship between supply chain channel strategy formulation within the agricultural industry in Nigeria. The lack of literature by scholars with respect to supply chain channel strategy in the agricultural industry to trigger innovations in channel techniques and strategies could properly be the root cause of ineffective marketing performance of agricultural products’ firms in terms of customer’s service, profitability and product availability. The researchers therefore sought to discuss this limitation, thereby bridging the acknowledged gap. Based on the objective of the study, a systematic survey was utilized to obtain information from 376 management staff of agricultural product enterprises, and three hypotheses were developed. The data were analyzed using descriptive and inferential statistical techniques. The results demonstrated a favorable and significant association between marketing success of agricultural product companies and channel management. It was concluded that if supply chain channel strategy is well implemented, there would be an increase in marketing performance as measured by client fulfillment, profitability and product availability. Considering the results, it was recommended that sales, supply chain and marketing managers should manage their supply chain channels by placing more emphasis on channel strategy.