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Distribution StrategyHappy Dog Kennel Services Pvt. Ltd. is in the business of breeding and selling the following dog breeds:Chihuahua, Siberian Husky, Alaskan Malamute and Samoyed.The average selling price of the puppies of these breeds is around ₹60,000. Pets, and dogs, in particular, fall under the high-involvement product category. The emotions of customers play an important role in making such purchase decisionsConsidering the average selling price of these puppies and the amount of customer involvement in such product sales, which of the following types of distribution strategies would be best suited for such products?Exclusive distribution strategyIntensive distribution strategySelective distribution strategy

Question

Distribution StrategyHappy Dog Kennel Services Pvt. Ltd. is in the business of breeding and selling the following dog breeds:Chihuahua, Siberian Husky, Alaskan Malamute and Samoyed.The average selling price of the puppies of these breeds is around ₹60,000. Pets, and dogs, in particular, fall under the high-involvement product category. The emotions of customers play an important role in making such purchase decisionsConsidering the average selling price of these puppies and the amount of customer involvement in such product sales, which of the following types of distribution strategies would be best suited for such products?Exclusive distribution strategyIntensive distribution strategySelective distribution strategy

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Solution

Considering the high involvement of customers in the purchase of pets, especially dogs, and the high average selling price of the puppies, an Exclusive Distribution Strategy would be the most suitable for Happy Dog Kennel Services Pvt. Ltd.

This strategy involves selling products through one or very few outlets. It is typically used for high-priced and luxury goods. Here, the seller wants to maintain a high-quality image of the product and control the way the product is sold and serviced.

In this case, customers are likely to spend a significant amount of time and effort in making a purchase decision. They would prefer to buy from a reputable and trusted source where they can get the necessary support and after-sales service. Therefore, an exclusive distribution strategy would allow

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