A manufacturer may choose from direct distribution to indirect distribution and from a short channel consisting of few intermediaries to a long channel of distribution consisting of large number of middlemen. Each form of channel network differs in number and type of middlemen involved. The actors in the network are
Manufacturer is a person who produces goods, in the context of social marketing ideas or messages or behaviors.
Wholesaler is person who is involved all the activities of selling goods or services to those who buy for resale or business use.
ANGRAU’s research wing is manufacturer of technologies in the form of messages or products, while Extension wing is wholesaler to disseminate to the clientele.
Retailer is in all the activities of selling goods or services directly to final consumers for their personal and non-business use. KVKs and DAATTCs act as retailers in marketing of research messages.
Agent is an intermediary whose searches for customers and negotiates on producers behalf. But does not take title to the goods. Community based organizations, non-government organization, Samakhyas etc., can be considered as agents as they motivate the clients
Participants