Effectiveness of Distribution Channel in a Co-operative Dairy Plant: A Marketing Perspective

  • C Magesh Kumar Research Scholar, Department of Business Administration, Annamalai University, Chidambaram, Tamil Nadu, India https://orcid.org/0000-0002-9876-4898
  • G Agalya Assistant Professor, Department of Management Studies, Manakula Vinayagar Institute of Technology, Pondicherry, India https://orcid.org/0000-0003-0808-5777
Keywords: Effectiveness, Distribution channel, Marketing perspective, Co-operative dairy plant


The present study investigates the effectiveness of distribution channels in the marketing perspective of a co-operative dairy plant. The study was conducted to improve the effectiveness of the distribution channel by identifying the pitfalls in the present system. The descriptive type of research is employed, and the questionnaire method was used to collect the agents’ data. Analyzing the collected data, it is understood that the distribution channel is satisfied with the service in the organization, and it is also insisted that the need for further improving the delivery service of the distribution channel would certainly lead to a better outcome.

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