Abstract :
Due to the industry globalizing and getting more competitive, today, more than any time else, we feel the necessity of an integrated and coordinated distribution system for all industries especially fast-moving consumer goods manufactures. In other words, distribution is the main element in presenting products by marketers that indicates buyers the significance of availability and trustworthiness of presenter as shopping objectives. The current study is carried out with the aim of investigating the role of effective factors in selecting distribution channels and their significance improving the competitive advantage of fast-moving consumer goods producers. This research from the point view of its practical goals, the descriptive research method and data collecting is a scrolling type. The research statistical society includes exporters, senior managers and certified marketers in Ranchers Dairy Industry Company; therefore we disregard sampling due to the limitation of the statistical society in line with the increase in research validity. The findings suggest positive and meaningful effect of substructure features, marketing ability and communication and transition ability in choosing distribution channel. Due to the results, the choice of distribution channel impacts the competitive advantage of company as well.
Keyword :
Keywords: Distribution channel, Competitive advantage, Fast-Moving Consumer Good