Marketing Channel Design and Sales Cycle Time Duration: An Empirical Study

This study empirically tests a framework identifying relationships between marketing channel design and sales cycle time duration in table water manufacturing firms in Rivers State, Nigeria. Data collected from 79 firms were analyzed using simple regression analysis. Results indicate that marketing channel design has a direct positive and significant impact on sales cycle time duration (R = 0.866, R² = 0.750, p < 0.05). The study provides table water manufacturing managers with a practical tool for evaluating their marketing channel design policies and recommends adoption of channel design programs capable of attracting positive sales cycle duration for enhanced organizational efficiency.