F
ACTORS AFFECTING LENGTH OF MARKETING CHANNELS
Marketing channels for agricultural products vary
from product to product
country to country, lot to lot and time to time. For example,
the marketing channels for
fruits are different from those for foodgrains. Packagers play a crucial role in the
marketing of fruits. The level of the development of a society or country determines the
final form in which consumers demand the product. For example,
consumers in
developed countries demand more processed foods in a packed form. Wheat has to be
supplied in the form of bread.
MARKETING CHANNELS OF DISTRIBUTION
The course taken in the transfer of the title of a commodity
constitutes its channel
of distribution. (OR) It is the route taken by a product in its passage from its first owner
i.e. producer to the last owner, the ultimate consumer.
Important channels of distribution :
1. Producer or manufacturer – Retailer – Consumer.
2. Producer or manufacturer – Consumer.
3. Producer or manufacturer – Wholesaler – Retailer – Consumer.
4. Producer – Commission agent.
Wholesaler is most important functionary in the chain of distribution of goods.
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