An Empirical Study on Competitive Distribution Management of Tea Brands in Bangladesh

  •  Kazi Huda    
  •  Md. Karim    
  •  Rehnuma Khan    


The study highlights the competitive scenario of the tea market of Bangladesh with special reference to distribution effectiveness of some selective tea brands. This study was conducted in Chittagong, Bangladesh and sample population was chosen from tea selling retailers who sell eight different brands of tea. Ispahani Tea brand was found to be the market leader with the sales figure 34.7% and Finlay tea brands was found at the bottom of selling table 6.2%, although they both have the best type of tea in the market, scored 4/4 in the product quality scale, and the bestselling brand scored the least i.e. 1. The study shed enough light to the fact that making only good quality product is not enough to sell the maximum or capture market share. Other variables of marketing mixes are equally to be focused with diligent emphasis particularly the distribution management factors. The bestselling brand covered and distributed their tea in more potential and selective areas than the others. The covering of less potential mass market could not bring any fruits for other good brands. With regard to warehousing the study found some problems with rats and cockroaches, otherwise it was fine with storing. More sales call is another factor that also played a vital role in influencing the retailer in occupying shelves and motivating sales.

This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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