Does it Matter Where You Sell? Some marketers feel that the image of the particu

Question

Does it Matter Where You Sell?

Some marketers feel that the image of the particular channel in which they sell their products does not matter - all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel image - such as retail store - can be critical and must be consistent with the image of the product.

Take a position: Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image.

Explanation / Answer

In my opinion the customers are more focused on the product image and its quality than the channel image and channel images do not affect the brand images of the products. If I need to buy a product of particular brand I would visit any store where it is easily available. We can find the stores which display the items in the right way so that customers can find the products easily. The channel image does not affect the ultimate aim of the purchaser which is the purchase of the right product. When the product image and quality are ensured the channel image cannot impact the consumer satisfaction to great extent. But at the same time when the channel image is good and the product is not as expected the customer may get dissatisfied with the channel as well as the product. Sometimes the service provided to the customers may affect the purchase decision but it cannot affect much when the customer is sure about his needs and the image and quality of the brands. The customers do not depend on the same channel for buying product though they try to maintain the channel image and when new channels are identified customers would prefer experimenting with those channels as the ultimate aim is only the product.

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