ItemArticle

Impact of Restrictive Trade Policies, Channel Conflict and Uncertain Business Environment on Marketing Channel Satisfaction in FMCG Sector

Title
Impact of Restrictive Trade Policies, Channel Conflict and Uncertain Business Environment on Marketing Channel Satisfaction in FMCG Sector
Creator
Mampilly, Deepak Joy; Raman, Sreedhara; Kumar Chandar, S.; Elangovan, N.
Description
Purpose: This study examines the influence of restrictive trade policies, channel conflict, and uncertain business environments on marketing channel satisfaction in the Fast-Moving Consumer Goods (FMCG) sector. It explores how external policy interventions and environmental volatility shape channel dynamics and satisfaction levels. Design/Methodology: A structured questionnaire was administered to channel members in the FMCG sector in Kerala. Data were analyzed using correlation and regression techniques to assess the direct effects of restrictive trade policies and channel conflicts. Data from 189 wholesalers and 262 retailers in Kerala in the FMCG Sector, was analyzed using Structural Equation Modeling (SEM). Results: The results indicate that restrictive trade policies and channel conflicts significantly and negatively impact channel satisfaction. Additionally, the uncertain business environment exacerbates these negative effects. Practical Implications: The findings provide actionable guidance for both policy-makers and marketing channel managers in the FMCG sector. Conclusions: This study contributes to marketing channel literature by integrating policy, conflict, and environmental perspectives into a single framework. It underscores the importance of understanding how macro-level restrictions and uncertainties interact with micro-level channel dynamics in shaping satisfaction, particularly in emerging market contexts. This study is very relevant in the field of distribution science. The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://Creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted noncommercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Source
Journal of Distribution Science;Volume;23;Issue;11;pp.13-28
Date
01-01-2025
Publisher
KODISA Foundation
Subject
Business Environment; Channel Conflict; Distribution Management; F13; L81; M31; Marketing Channel Satisfaction; Restrictive Trade Policies
Coverage
Mampilly D.J., School of Business and Management, CHRIST University, India; Raman S., School of Business and Management, CHRIST University, India; Kumar Chandar S., School of Business and Management, CHRIST University, India; Elangovan N., School of Business and Management, CHRIST University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 17383110;
Format
online
Language
English
Type
Article

Citation

Mampilly, Deepak Joy; Raman, Sreedhara; Kumar Chandar, S.; Elangovan, N., “Impact of Restrictive Trade Policies, Channel Conflict and Uncertain Business Environment on Marketing Channel Satisfaction in FMCG Sector,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23343.

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