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Institute of Agribusiness Management, ANGRAU-S.V. Agricultural College, Tirupati-517 502.
The aim of the study, “Market Channel Dynamics of the Fast-Moving Consumer Goods Sector: A Study Premise to Nellore District of Andhra Pradesh”, is to explore the various marketing channels available in the region of Nellore, Andhra Pradesh, the key factors influencing retailers in selecting these channels, the performance efficiency of each, and the nature of cooperation, conflict, and competition among them. Nellore was selected as the focal area due to its unique blend of urban and semi-urban demographics, emerging market infrastructure, and increasing integration of digital and traditional trade formats.
A total of 120 retailers participated in the study, of whom 66.7 per cent were male and 33.3 per cent female. The majority of respondents were middle-aged with considerable experience in FMCG retailing. A structured questionnaire was Prepared to gather socio-economic data, preferences, and perceptions related to different market channels such as wholesalers, manufacturers, carry forward agents, credit agents, and online platforms. The study employed analytical techniques such as percentage analysis, Likert scale, Garrett’s ranking method, and factor analysis to derive key insights into the efficiency and challenges of existing market distribution systems.
This study established demographic patterns influencing channel preference particularly that middle-aged, more experienced retailers strongly favour wholesalers and manufacturers, while younger retailers are more open to exploring online options. Furthermore, the research emphasized that market saturation, inventory management, and fluctuating consumer demand are key constraints hampering channel efficiency.
KEYWORDS: FMCG, marketing channel, effectiveness, factor analysis, retailers, operational efficiency.