The Relevance of Physical Distribution in the Marketing of Convenience Products in Fct Abuja

This study examined the relevance of physical distribution in the marketing of convenience products, using the Nigerian Bottling Company (NBC), Abuja, as a case study. Physical distribution plays a critical role in ensuring that products are available to consumers at the right time, in the right place, and in the right quantity. The research focused on key distribution challenges including poor transportation infrastructure, inadequate warehousing facilities, inefficient inventory management, and high distribution costs, which significantly affect product availability and customer satisfaction. The study adopted a descriptive survey design. Data were collected through structured questionnaires administered to NBC staff and distribution partners. The findings revealed that poor transportation infrastructure delays product delivery and disrupts the supply chain, while insufficient warehousing capacity hinders efficient storage and order fulfillment. It also established that ineffective inventory practices result in stock imbalances, and that rising distribution costs adversely impact pricing and profitability. Based on these findings, the study concludes that physical distribution is not only a logistical necessity but a strategic marketing function for companies dealing in fast-moving convenience goods. It recommends that NBC should invest in better transportation logistics, expand its warehousing network, implement real-time inventory management systems, and adopt cost-reduction strategies across its supply chain. This research contributes to the growing body of knowledge on logistics and marketing management in Nigeria, and highlights the need for integrated distribution systems that align with modern consumer expectations. Keywords: Physical Distribution, Convenience Products, Transportation Infrastructure, Warehousing, Inventory Management, Distribution Costs, Marketing Efficiency, Nigerian Bottling Company, Logistics, Customer Satisfaction