1232A82Bd01 - Food marketing and consumer behaviour...

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Food marketing and consumer behaviour - Place 1 Food marketing and consumer behaviour - Place 1 Food marketing and consumer behaviour Academic year 2009 - 2010 Prof. dr. ir. Wim Verbeke Department of Agricultural Economics Wim.Verbeke@UGent.be Food marketing and consumer behaviour - Place 2 CHAPTER 10. Place of distribution Distribution Channels for Consumer Goods Producer Agent Wholesailer Retailer Consumer Consumer Consumer Consumer Producer Producer Producer Retailer Retailer Wholesailer
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Food marketing and consumer behaviour - Place 2 Food marketing and consumer behaviour - Place 3 Distribution intensity • Intensive distribution: – Available from almost every retailer – 100% coverage of outlets • Selective distribution: – Limited number of retailers allowed to sell, >10% • Exclusive distribution: – Very small number of retailers allowed to sell – Coverage <10% – Selected dealer network Food marketing and consumer behaviour - Place 4 Distribution complexity / integration • Number of participants in the chain – Direct sales versus – Use of intermediaries, e.g. wholesalers • The way participants are linked – One-to-one – Multiple linkage – Dual distribution
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Food marketing and consumer behaviour - Place 3 Food marketing and consumer behaviour - Place 5 Distribution Channels for Consumer Goods increasing complexity through dual distribution Producer Agent Wholesailer 1 Retailer 1 Consumer Consumer Consumer Consumer Producer Producer Producer Retailer Retailer Wholesailer Wholesailer 2 Retailer 2 Dual distribution
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1232A82Bd01 - Food marketing and consumer behaviour...

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