INTB 2200 Lecture Notes - Shandy, Channel Types
29 Apr 2013
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Possible approaches for effective channel management in the rural context. Taking due note of the difficulties, let us see how a firm can go about these tasks. It has been estimated that the indian rural market is composed of 22,000 primary rural markets and 20 lakh retail sales outlets of which nearly one lakh are fair price shops of the public. One retail shop serves on an average 60 to 70 families in the rural areas. The structure involves stock points in feeder towns to service these retail outlets at the village level. The stock points belong to either the manufacturer or the marketer / distributor for the area. In either case, the stock point in the feeder town is the key to rural distribution. Today, the channel types that are available in the rural markets are as follows: The fair price shops (fps), (co operatives or private), of the pds.
