Amboseli Roses is a horticultural company producing flowers. Explain six factors that may influence the choice of a channel for distributing its products.

Amboseli Roses is a horticultural company producing flowers. Explain six factors that may influence the choice of a channel for distributing its products.

Factors that may influence the choice of a channel for distributing flowers include:

1. Nature of the flowers - flowers are perishable and therefore need a short channel in order to be distributed quickly.
2. Cost. The cost of different channels of distribution should be considered and the cheapest channel used.
3. Nature of the market. If consumers are widespread, then agents may be necessary to reach them.
4. Tastes and preferences of consumers. Consumers may have specific preferences which might require the personal attention of the producer hence use of a shorter channel.
5. Competition. Where competition is high, the producer will have to close to the consumers and will therefore use a short channel of distribution.
6. Quantity. If the quantity of flowers to be sold is large, then more middlemen may be required.
7. Availability of technical personnel. If the producer does not have the required technical personnel, then he may have to use a longer channel.

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