Distributional Channel Strategy: A Case Study of Mussoorie

Abstract

This report is an initiative to analyse the behaviour of consumer on various distribution channel. A channel of distribution serves as the connecting link between the producer and consumers. It creates time and place utilities by bridging the gap between the time and place of production and those of consumption. This report addresses two topics: (1) channel wise analysis of consumer behavior. (2) Product wise analysis of consumer behavior. It is based on a consumer-oriented study in order to consider the various aspects that affect any given distribution channel. It also helps in generation of new business ideas /opportunities regarding the channel of distribution.