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The growth in the number of marketing firms emphasising international perspectives in both their philosophy and scope of operations points to the need for additional studies focused on marketing practices in other nations. A knowledge of the nature of the relationship between marketing structure, marketing practices, and the environment in which the marketing institution operates is essential. This article reports on a research study which assesses the relationship between the size of household appliance distributors in Nigeria, and the economic, technological, and socio‐cultural environment. It also examines how the existing relationship could explain the marketing practices.