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Question

Discuss the role of intermediaries,in the distribution of consumer non-durable products.

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Solution

Channels of distribution or intermediaries smoothen the flow of goods by creating possession, place and time utility. The important functions performed by them are :

(i) Sorting: It refers to the process of sorting the product into homogeneous groups on the basis of size, quality, features, and price.

(ii) Accumulation: It refers to the process of accumulation of goods into larger homogeneous stocks. This helps to maintain a continuous flow of supply.

(iii) Allocation: It involves breaking homogeneous stocks into smaller, marketable lots. This helps in making sales easily according to different requirements of different buyers.

(iv) Assorting: It refers to the process of combining various goods of the same line of product, for sale to customers such as a cricket kit containing a bat, a ball, gloves, wickets, stumps, helmet and leg guards.


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