Neural Network (NN) Approach: Integrated distribution channels and problem of fisherman families

Abstract

The distribution channel structure remains an important yet little researched issue, especially in the Indian context. As the pathway along which products, information, and finance flow between manufacturers and end-consumers, designing and maintaining an efficient channel would be important elements in industry competitiveness. The nature of the research is exploratory method, and the sample size is 522 fishermen families in Chennai Coastal Areas, Tamil Nadu, India and data collection method used in the research was “Questionnaire Method” and data were analyzed with help of Neural Network (NN) Approach and frequency distribution. This research has provides an overview of distribution problems and channels identifies the key issues that impact distribution channels in fisherman families in Chennai Coastal Areas. This research paper attempts to develop an agenda for future channel related research by keeping eye on research objectives using neural network approach. The construct of integrated distribution channels in Fishing Industry was measured through an instrument developed by a researcher in other country. Though the instrument shows scientific reliability and validity, yet this is the first study for which it has been adapted in Chennai coastal areas and more studies are required before it is established as an acceptable tool for exploring integrated distribution channels in Fishing Industry.