In general the longer the distribution channel from manufacturer to customer, the less profit the manufacturer will make as each intermediary or vendor charges for their services. Shorter distribution channels have fewer businesses involved in the process of delivery of goods meaning that there is more risk involved for the companies if products are not sold or delivered as promised. Therefore, some businesses choose a longer distribution channel where less profit is made so that the risk and responsibility are lesser on each individual business. With this regard,

Discuss the role of distribution channels in bridge the gap between the producer of a product and its user.