In contrast to organizational goods, consumer products are often distributed through channels.

Consumer products are usually distributed through four main channels:

producer ⇒ consumer: the producer directly distributes its products to its final consumers, online sales helped to increase this type of sales. producer ⇒ retailer ⇒ consumer: some retailers are large enough to be able to buy in bulk directly from the producers, e.g. Walmart, Target.producer ⇒ wholesaler ⇒retailer ⇒ consumer: wholesaler buys in bulk from the producer, then distributes to the retailer who finally sells to the customers.producer ⇒ agent ⇒ wholesaler ⇒retailer ⇒ consumer: similar to the previous channel only that an independent sales agent performs the sales from the producer to the wholesaler.

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