DISTRIBUTION CONTROL SYSTEM AND PERFORMANCE OF BEVERAGE FIRMS IN SOUTH EAST NIGERIA

This study examined the relationship between distribution control systems and the performance of beverage firms in South East Nigeria, with emphasis on transportation systems and warehousing as proxies for distribution control, and sales volume and customer retention as measures of performance. The study adopted a survey research design, and data were collected using a structured questionnaire administered to employees in production, marketing/sales, and management units of selected beverage firms. A sample size of 177 was determined from a population of 316 using the Taro Yamane formula. Reliability of the instrument was confirmed with a Cronbach’s Alpha coefficient of 0.72. Data were analyzed using descriptive statistics and Pearson Product Moment Correlation Coefficient at 0.05 level of significance, aided by SPSS version 21.0. The findings revealed significant positive relationships between transportation system and sales volume, transportation system and customer retention, warehousing and sales volume, as well as warehousing and customer retention. The study concludes that effective distribution control systems are critical for enhancing organizational performance in the beverage industry. It recommends investment in transport infrastructure, optimization of transport fleets, expansion of warehouse facilities, and strengthening of warehouse control management to ensure continuous product availability, customer retention, and sustainable growth.