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Industrial customers normally buy products based on technical specifications suitable for specific applications. As compared to the customers of consumer products, the buyers of the industrial products are small in number. But the products they buy have higher prices than consumer products. The manufacturing process of industrial products involves high skill and also the raw material and components used are costlier. Hence they result in a higher price as compared to the consumer products. To provide support of delivery just in time and also in the exact quantity, the distribution channels are helpful.. These channels may involve intermediate links of agents and distributors. In this study, the researcher has tried to assess the influence of distribution channels on buying decisions of industrial customers. This has been done, by a review of available literature as well as an empirical study carried out with actual industrial users.
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