The Commercial Distribution Channels in Consumer Products Massive Los Canales de Distribución Comercial en Productos de Consumo Masivo

Abstract

This review article addresses general aspects of the commercial distribution of mass consumption products from the distribution channel factor with the objective of proposing how the Internet could be articulated to the distribution modes of traditional and modern channels. For this purpose, the historical development of the commercialization processes and the current position in relation to the consumer in general terms were taken into account. It was concluded that it is important to take into account that given the conditions of the users or clients to whom the product reaches in the Colombian context, the producers can articulate the use of the three channels in the distribution of their products (Traditional, Modern and Technological), guaranteeing the coverage and the preferred mode of interaction with the product.