Abstract

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.