Which statement is true about direct channels?

• A. The distributor handles all sales to consumers
• B. The manufacturer sells directly to the consumer without intermediaries
• C. The store buys from wholesalers
• D. The retailer sells to end consumers

Answer: (B)

Direct channels involve the producer selling straight to the customer with no middlemen. That’s why the statement “the manufacturer sells directly to the consumer without intermediaries” best describes this approach. In a direct channel, the producer controls the sales process, pricing, branding, and service, and the product moves from producer to end user without intermediaries like distributors or wholesalers.

The other scenarios point to indirect channels: a distributor handling sales to consumers implies an intermediary; a store buying from wholesalers involves middlemen between producer and retailer; and a retailer selling to end consumers also indicates an intermediary layer. All of these use one or more middlemen, which is not characteristic of a direct channel.