Investigating the impact of distribution channel strategies and types on consumer buying behavior

Abstract

Purpose: The purpose of the research is to investigate the impact of distribution channel strategies and types on the consumer buying behavior, on an area of application: Protein bars. Methodology: The research will be done firstly with the qualitative research and then the quantitative will take the second part of the research Qualitative will be done to define and well understand the topic problem, dimensions, variables, hypothesis and objective of the research. And it is a type of the primary research that depends on understanding the problem, making open ended questions and mainly explained in words. Has high flexibility and exploratory analysis. While the quantitative will be used in the second part of the research by the questionnaire to get the most accurate data that will benefit the research. Findings: A relationship between the distribution channels strategies and types and the consumer buying behavior. Implications: The research advises the companies of protein bars to focus more on the intensive and selective strategy as it is a convenient product that not all people will accept the idea of providing it in an exclusive store.