Antony,G; Dr.Ranganathan, N(Cochin University of Science and Technology, April , 1986)
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Abstract:
The study evolved from the basic
premise that the existing distribution
structure is not adequate or adaptive to
meet the needs of the expanding manufacturing
sector and the emerging mass market.
The hypothised causes of the problem are
the following: marketing channels
are not used for strategy differentiation
by manufacturers: there are too many intermediaries
in the channels; the distributive
institutions are not adaptive; and there
is very little control over the flow of
products through the channels. These
assumptions about the causes of the problem
have been translated into specific
hypotheses and tested with data. Empirical
analysis, while supporting some of these
hypotheses, challenges certain widely held
notions. The ensuing summary presents the
important findings, in the sequence in
which they are discussed in the study.
Description:
School of Management Studies,Cochin University of Science and Technology