Impact of Various Marketing & Supply Chain Functions on the Supply Chain

Abstract

Purpose: Supply chains are not only affected by the entities involved in it but are also affected by the various other functions like the marketing & supply chain functions performed by the organizations. The occurrence of various kinds of marketing functions leads to the variability in the demand of the products at the consumer end which in turns affects the supply chain of the organizations & similarly there are certain supply chain functions which in itself affects the supply of products. So we can conclude that these both functions affect the supply chain of organization. Research Methodology and Approach: The study is based upon the primary survey and data was collected from 200 respondents from Jammu region (India) with the help of a well designed pre-tested structured questionnaire. The present study is descriptive and conclusive in nature and the sampling technique used was convenience sampling. To analyse the data; regression analysis & factor analysis was used. Findings/Conclusion: It has been concluded from the study that there are various marketing and supply chain functions that affect the supply chain but factor like fill/replenishment rates, promotional activities & holding cost of inventory are the factors which affects the supply chain mostly. Research Limitation/Implications: The study was conducted in the Jammu region (India) only and the responses depend upon the mood of the respondent while answering the questions, so in future the study can be extended to beyond the Jammu region (India) & a wide variety of products can be included in the study.