The business should satisfy the needs and wants of the consumer. This is not just for the production of goods on its finest way or any services rendered, it’s also matters on the factors that influenced the customer loyalty on the field of distribution (Juani, Shahaghi, Jandaghi, 2011).
We all know that business can’t build a relationship between the consumer without giving them there wants as they buy that product or services. (Bhambha, 2013) Satisfying customer is the most important and difficult task for business in recent years. One way to achieve the satisfaction of customer is the classical marketing mix model "4Ps", namely, product, promotion, price, and the fourth "P" of the marketing mix is called place, the final part of the jigsaw is distribution, the Place element (Hamid, Karam, Gholamreza, 2011). The means by which products are moved from producer to the ultimate customer is called distribution (Larsson, 2005).
For any company, the method of distribution with a product to sell is often as crucial a decision as developing the product itself (Tsay and Agarwal, 2004). Now that the world accelerating changes in business environment, the customers are the cause for a company to survive, there will be no longer indifferent to the customers demand and expectation among these are marketing intermediaries as a binding tool between the companies and target customer which is also important.
Companies today do not sell and distribute their goods directly to the final user. Many of the tasks including the distribution activities such as pricing, promotion, selling, are undertaken by a variety of external intermediaries. The control of these intermediariesand choice is called marketing channel management. (Rosenbloom, 2004). Choosing channels intimately affect all the marketing decisions (Kotler, 2003), one of the most critical decision facing...