Discuss the role of intermediaries in the distribution of consumer non-durable products.
Intermediaries plays an important role in the distribution of consumer non-durable products by making the goods and services available at the right place, so that people can purchase the same.
Intermediaries perform the following function in case of non-durable consumer products:
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Sorting: It refers to the process of sorting the product into homogeneous groups on the basis of size, quality, features and price.
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Accumulation: It refers to the process of accumulation of goods into larger homogeneous stocks. This helps to maintain a continuous flow of supply.
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Allocation: It involves breaking homogeneous stocks into smaller, marketable lots. This helps in making sales easily according to different requirements of different buyers.
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Assorting: It refers to the process of combining various goods of the same line of product, for sale to customers. Desired combinations of products are made to fulfill varied needs of customers, such as a cricket kit containing a bat, a ball, gloves, wickets, stumps, helmet and leg guards.
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Product promotion: Middlemen helps in the promotion of product by organising demonstrations, displays, contest, promotional events, etc. this helps in increasing the sale of products.
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Negotiation: Intermediaries usually discuss and decide the terms and conditions of sale, by negotiating the price, quality, guarantee, terms and conditions of delivery and payment, etc.
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Risk-taking: Middlemen usually bear risks on account of price and demand fluctuations, spoilage, destruction, etc, during the process of exchange.
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