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An evaluation of the role of distribution channel on the sales volume of soft drinks – case study of Nigeria Bottling Company Plc, Benin City
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The topic of the research work is an evaluation of the role of distribution channel on the sales volume of soft drinks, using Nigeria bottling company as a case study. The problem of the research work is that the role middlemen play in the distribution channel is becoming a subject of controversy. The objective of the study is to evaluate the role of distribution channel on the sales volume of soft drinks. Data was collected using the questionnaire and analyzed using the simple percentage and chi-square statistical was found out that there is no significant relationship between middlemen activities and increase in price. The researcher recommended that middlemen should continuously evaluate the distribution channel to ensure that they remain effective.