Question
Explain different channel levels between producer and consumer.

Answer

  1. Zero level channel: It is a case where no intermediary is involved in between the producer and the customer. The producer directly sells to the customers. Mail order, Internet Selling, Door-to-door selling are major examples of direct selling. Bata sells its shoes directly to customer through its own stores.
  2. One level channel: In this arrangement, one intermediary is used in-between the producer and the customer. The usual mode is to involve retailer in the chain. This is done usually for speciality goods like expensive watches or appliances where the producer sells its wares through a retailer.
  3. Two level channel: The services of a wholesaler are taken along with that of the retailer. The manufacturer directly deals with the wholesaler and sells to him in bulk, who in turn sells to a large number of retailers in smaller quantities. This arrangement is widely used for convenience goods like soaps, tea, cigarettes, salt etc.
  4. Three level channel: In this arrangement, one-tier is added by way of some middlemen like agents to the two level channel. This is usually done when the manufacturer cannot directly approach the wholesaler. Thus, the agent acts as a conduit between the producer and the wholesaler.

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