Abstract
As a critical element of marketing, distribution is the method adopted in order to deliver products or services to the final customer or end-user via different distribution channels. The present study was formulated so as todeterminethe influence of distribution strategy on sale promotion of Samsung Company in Iranby use of two indices, i.e. stock and distribution channels. The data were collected by using a questionnaire. The statistical population was experts of production, sale, financial, and quality control sectors of Samsung Company in Iran. Validity and reliability of the questionnaire were approved by experts’ confirmation and Cronbach’s alpha, respectively. Data analysis was performed through descriptive statistics. The results acquired from the present study indicated that distribution strategy can have positive influence on sale promotion of Samsung Company in Iran if a careful attention is devoted to the management of stock and distribution channels. DOI: 10.5901/mjss.2015.v6n6s2p733
Highlights
Distributionis an extremely importantcomponentin all marketing activities
Two research questions were designed as follows: RQ1: Does stock influence on sale promotion of Samsung Company in Iran? RQ2: Do Distribution channels influence on sale promotion of Samsung Company in Iran?
Near 90% of the participants in the present study considered that supervision on distribution agents of Samsung Co. is an important factor for promotion of sale figure in the market
Summary
Distributionis an extremely importantcomponentin all marketing activities. It can be defined as an approachin order to deliver products or services to the finalconsumers via a variety of channels, known as distribution channels (Ulaga et al, 2002). In the present-day competitive world, different brands are taking every measure to keep their popularity in the market but promote the fame of their brand. Keller (2012) stated that distribution strategy as well as communication and pricing strategies can have varying effects on brands. Place is defined as the pointǦofǦsale, supplier, or provider where the product is obtained. Placecan refer to where the behavior is practiced.Suppliers must be accessible to customers (Kotler, 2006). Distribution can have effect on special value of brand and it can be used to enhance brand image among customers (Iranzadeh et al, 2012) Placecan refer to where the behavior is practiced.Suppliers must be accessible to customers (Kotler, 2006). distribution can have effect on special value of brand and it can be used to enhance brand image among customers (Iranzadeh et al, 2012)
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