Distribution refers to the set of decisions and activities involved in delivering the product from the producer to the end customer through various intermediaries like wholesalers, retailers, and agents.
- The channel of distribution involves several individuals and institutions such as producer, suppliers, industrial users, brokers, agents, wholesalers, retailers and consumers.
Objectives of Distribution:
- To ensure availability of goods at the right place and time
- To maximize customer satisfaction through effective delivery
- To increase market coverage
- To reduce distribution cost and improve efficiency
- To build competitive advantage
