1.1 BACKGROUND OF THE STUDY
Production is uncompleted until the good get to the final consumer whom they are meant. A typical firm will deliver or discover that the consumer for its products are scattered abroad.
The firm decision to distribute its products directly through own sales outlets or indirectly through marketing intermediaries such as wholesale and retailers alone is not enough to get the goods to the consumers. The firm has to ensure that the product are actually available or make available to the distribution at lets.
Adequate core has to be taken of the products minimize losses or damages, and commensurate customer service have to be given in order to achieve customer satisfaction and increase patronage.
In order management of the flow of products from manufacturer to consumer with aim to achieve consumer satisfaction and goal of the firm, physical distribution must be properly channeled to this respect. The increase emphasis given to the concept of the 1950,s is a practical example of its immense contribution to the successful achievement of marketing goals. Physical distribution is just how companies store; handle more goods so that they will be available to consumers at the right time and place.
Consumers attraction and satisfaction are highly influence by the seller physical distribution capabilities. As such the issue of physical distribution is important in business endeavour. An executive physical distribution which result to a reduction in cost of physical distribution will lead to a reduction in production cost or product price, which will invariably head to the attraction of many price conscious consumers.