A customer is convinced about the quality of a detergent bar and goes to a retail outlet to buy it. The bar is not available there, so the customer buys another brand that is available.
The marketer of the first detergent bar has lost a sure sale because of a weakness in:
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Physical distribution
Option (1) Branding — Incorrect. Branding gives the product a name so that buyers can identify it. The customer knew the brand and asked for it, so branding did its job.
Option (2) Promotion — Incorrect. Promotion informs and persuades buyers. The customer was already convinced about the quality, so promotion worked.
Option (3) Pricing — Incorrect. Price is the money paid for the product. The customer did not reject the bar for its price; the bar was not in the shop.
Option (4) Physical distribution — Correct. Physical distribution makes goods available at the right place, in the right quantity and at the right time. The bar was not at the shop where the customer wanted it, so a sure sale was lost to another brand.
NCERT (2026-27 Edition): “Physical Distribution … Once goods are manufactured, packaged, branded, priced, and promoted, these must be made available to customers at the right place, in right quantity and at the right time. For example, a person convinced about the quality, etc. of a product, say, a detergent bar, wants to purchase the same. He/She goes to a retail outlet and asks for the product. If that product is not available in that shop, he/she may purchase some of the alternative brand available. This way a sure sale is lost because goods were not available at the place where the customer wanted to purchase. Thus, it is an important responsibility of the marketers to make the product physically available at a place where the customers would like them to buy. …” |