Marketing,that works in India

15

Distribution

15.1  DURABLE VS FMCG DISTRIBUTION

There are differences in the distribution of durables and softs (FMCG). Ritu Narang and Smitha Singh observe that there is hierarchy of purchases in rural areas.¹ In rural areas, not everything is bought from the neighbourhood shop. The costlier the purchase, the farther the villager goes to get it. For instance, while a cigarette or a tea packet is sought in the convenience store, a washing machine or a refrigerator is bought in a big town or taluq headquarters. The neighbourhood shop does not have credibility.

That is why the intensity of distribution is much less in the case of durables. In other words, the number of durable shops per kilometre square is much less than the corresponding number ...