An Empirical evaluation of Effectiveness of Distribution channel

with reference to Ferrari Shoes (India) pvt.ltd, Coimbatore

- * R.Seranmadevi, **P.Muhammed Haris, ***Dr. M.G.Saravanaraj
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ABSTRACT
The paper entitled “An Empirical Evaluation of effectiveness of Distribution Channel with
reference to Ferrari Shoes (India) pvt.ltd, Coimbatore”, with specific focus on channel
members’ feedback. The secondary data collected from records, reports and profile of the
company. Quota sampling method was used because the total sample consists of dealers,
wholesalers, and retailers. Separate questionnaire was framed for each group. The main
objective is to measure the effectiveness of the distribution channel and to enumerate the factors
affecting the channel. This study helps to know the operational efficiency of the channel
members’ and find an opportunity to add one more channel level. Data analysis was carried out
including parametric and non parametric tools and findings are listed down. Suitable
suggestions have been provided. The tools used in this study were percentage analysis,
correlation coefficient, chi-square test, F-test, sign test, ANOVA and cluster analysis.

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