Comparative Study on the Challenges of Distribution of Finished Goods to Customers in Different Types of Retail Stores

Abstract

The study was undertaken as qualitative research. The purpose of this study is to compare the channels chosen by retailers to distribute goods to the final consumer. For the purpose of the study 3 different kinds of retails stores were chosen to understand their distribution of goods to the final customer. The retail stores chosen were Malls, Kirana stores and a cloth shop. The method of research was by interview method. The variables chosen for the study were types of channels, channel management, hybrid channels which were independent variables, and the dependent variable was creation of value. Five major questions were asked based on the value creation challenges retailers face in distribution management. From the study it was understood that retailers choose hybrid channels for distribution of goods to the final consumer to enhance the value.