MODELING DISTRIBUTION CHANNE FLOW IN WHOLESALER: THE CASE OF HAWASSA ALLE BEJIMLA ENTERPRISE

Abstract

A distribution channel is a very important and vital aspect for every service-based industry. Since commodities usually consisted major portion of the total service of distribution in logistics, the flow of information and commodity become crucial in channel distribution. The motivation of the problem was observed in the shortage of information flow with the retailing system creates gaps between retailers and Alle Bejimla. Delaying in-retailer requests in lead time and distribution channel in commodity flow causes a gap in information and feedback from the retailer. This leads to customer dissatisfaction and an unbalanced supply-demand chain of need in information and commodity flows in the retailing system. The main objective of this research was to model distribution channels in the Alle Bejimla enterprise Hawassa branch. Under this, it accesses the distribution channel structure of consumable goods in the Alle Bejimla Hawassa branch, examines physical and information flow between Alle Bejimla and retailers, and proposes a distribution channel model. Literature reviews have used this thesis to develop a model for the distribution channel. The main approach used a questionnaires survey and personal observation of some registered retailers in Hawassa. Having a population size of 3988 total retailers quarter of them were targeted. The questionnaire was distributed to 96 responders and total 92 response was received. For the analysis of data statistical analysis by using SPSS software. The finding of the research indicated that the main impact on the logistics of distribution channels was reducing customer bridge, traditional commodity distribution channel, shortage in information flow, delaying in customer request, and moderate customer complaint platform. The result is summarized in the framework model that leads users to understand the current status and the concerning the model and factors used in the distribution channel of commodities and information between retailer and Alle Bejimla. In the research finding problems are shortage in stock, location of the warehouse, technological limitation on distribution, and lack of customer bridge. Finally, the conclusion and recommendation were given to the Enterprise Alle Bejimla and different institutions