Author(s)

Ibrahim Muhammad Danliti

Affiliation(s)

Lincoln University College, Petaling Jaya, Selangor, Malaysia.

Corresponding Author

Ibrahim Muhammad Danliti

ABSTRACT

This study investigates the impact of marketing research on distribution channels and merchandising activities, with a specific focus on how these factors influence customer satisfaction. Utilizing a sample size of 200 respondents, the research employs quantitative methods, including descriptive statistics, correlation analysis, and regression analysis, using SPSS software. The findings reveal a strong positive relationship between marketing research utilization, distribution efficiency, and merchandising strategy effectiveness, all of which significantly contribute to customer satisfaction. The results indicate that effective marketing research allows organizations to align their distribution and merchandising strategies with consumer expectations, thus enhancing customer experiences and loyalty. This study underscores the importance of integrating marketing research into strategic decision-making processes for businesses aiming to thrive in a competitive environment. Recommendations for practitioners include investing in comprehensive marketing research, optimizing distribution efficiency, developing effective merchandising strategies, and leveraging data analytics to foster responsive marketing practices. The study contributes to the existing literature by providing empirical evidence of the interconnectedness of these factors and their collective impact on customer satisfaction, suggesting avenues for future research in technology's role in marketing optimization.

KEYWORDS

Marketing; Research; Distribution; Channels; Merchandizes

CITE THIS PAPER

Ibrahim Muhammad Danliti. The impact of marketing research on distribution channels and merchandizes activities. World Journal of Economics and Business Research. 2024, 2(1): 33-40. DOI: 10.61784/wjebr3001.

REFERENCES

[1] Chopra, S, Meindl, P. Supply Chain Management: Strategy, Planning, and Operation (7th ed.). Pearson. 2019.

[2] Kotler, P, Keller, KL. Marketing Management (15th ed.). Pearson Education. 2016.

[3] Ailawadi, KL, Farris, PW. Retailing management: A strategic approach. Pearson. 2021.

[4] Tsiakis, P, Papageorgiou, C. Geographic Information Systems in distribution channel management. International Journal of Geographic Information Science, 2021,35(3): 476-495. DOI: https://doi.org/10.1080/13658816.2021.1984749.

[5] Evans, P, Mason, R. Digital transformation in supply chain management. Supply Chain Management Review, 2020, 44(3): 89-97.

[6] Lee, H, Zhang, X, Wang, Y. Real-time analytics in distribution channels: Implications for customer satisfaction. Journal of Business Analytics, 2019, 52(1): 122-134.

[7] Johnson, P, Baker, T. Integrating marketing research into supply chain operations: A review of challenges and solutions. Journal of Operations Management, 2021, 35(4): 112-125. DOI: https://doi.org/10.1111/joma.12458.

[8] Baker, M, Hart, S. The Marketing Book (8th ed.). Routledge. 2019.

[9] Grewal, D, Levy, M. Marketing in Retailing: Strategies for Success. Journal of Retailing, 2021, 97(2): 235-245.

[10] Deloitte. Global Supply Chain Management Report 2020. Deloitte Insights. 2020.

[11] Larson, P, Kim, S. Bridging the gap between marketing research and distribution strategies. International Journal of Logistics and Supply Chain Research, 2020, 27(3): 200-215.

[12] PwC. The Future of Retail: Consumer Expectations and Business Adaptations. PwC Insights. 2021.

[13] Evans, JR, Cooper, WM. The use of predictive analytics in optimizing distribution and merchandising. Journal of Marketing Research and Analytics, 2023, 18(2): 75-89. DOI: https://doi.org/10.1007/s12054-023-00456-9.

[14] Solomon, MR, Marshall, GW, Stuart, EW. Marketing: Real people, real choices (9th ed.). Pearson. 2020.

[15] Kotler, P, Keller, KL. Marketing Management (15th ed.). Pearson. 2020.

[16] Lee, S, Kim, J, Park, J. Big data analytics in supply chain management: A case study on distribution optimization. Journal of Business Logistics, 2019, 40(2): 178-195. DOI: https://doi.org/10.1002/jbl.21590.

[17] Evans, R, Cooper, W. Key performance indicators for distribution channels: A review. Journal of Operations Metrics, 2023, 22(4): 98-110.

[18] Grewal, D, Levy, M. Marketing. McGraw-Hill Education. 2021.

[19] Bennett, R, Rundle-Thiele, S. The brand loyalty life cycle: Implications for marketers. Journal of Brand Management, 2005, 12(4): 283-293.

[20] Lundahl, N, Vegholm, F, Wincent, J. Strategic marketing research as a driver of innovation and competitiveness: An empirical study of SMEs in Sweden. Journal of Business Research, 2020, 114, 238-249.

[21] Sweeney, JC, Soutar, GN, Mazzarol, T. Word of mouth: Measuring the power of individual messages. European Journal of Marketing, 2013, 47(1/2): 91-107.

[22] Rinehart, LM, Cooper, MC, Knemeyer, AM. Logistics strategy: A literature review and conceptual framework. The International Journal of Logistics Management, 2014, 25(2): 217-242.

[23] Dahl, DW, Argo, JJ, Morales, AC. Social information in the retail environment: The importance of consumption visibility. Journal of Consumer Psychology, 2015, 25(4): 552-565.