期刊名称：International Journal of Management and Business Studies
印刷版ISSN：2231-2463
电子版ISSN：2230-9519
出版年度：2011
卷号：1
期号：3
出版社：Cosmic Journals
摘要：In a context of industrial or consumer products, manufacturers differ how they distribute their products to the consumer. Some of them distribute intensively (using a lot of intermediaries) or exclusively (directly to the consumer). In this paper, we study the problem of the choice of a direct or an indirect distribution. Distribution structure has received little attention by marketing scholars with few empirical studies concerning the channel design. The issue is analyzed by an overview of determinants of distribution structure in literature. The results show that the four most important factors that affect company's choice of distribution channel are: (1) consumer habits; (2) product characteristics; (3) the market; and (4) company factors. A conceptual framework with a several items concerning each factor was built to be tested by empirical research.
关键词：Channels of Marketing; Distribution Structure; Intensity of;disstribution.
