When choosing a retail partner, manufacturers considerconvenience for the customer.channel…

➤ How does distribution intensity (intensive, selective, exclusive) influence retailer selection?
Intensity determines coverage and retailer mix. Intensive distribution suits convenience goods needing wide availability. Selective distribution fits specialty items that need trained sales or curated displays. Exclusive distribution preserves prestige through limited partners. Choose intensity based on brand strategy, price positioning, retailer capabilities, and target customer reach.