What does a pull strategy aim to achieve in the distribution channel?

• A. Increase wholesale margins.
• B. Push products through to retailers to ensure shelf space.
• C. Generate consumer demand that encourages retailers to stock the product.
• D. Reduce consumer demand.

Answer: (C)

A pull strategy aims to create demand at the consumer level that convinces retailers to stock the product. By using consumer‑oriented activities—advertising, promotions, sampling, and brand-building—the goal is to make customers request the product, so retailers see strong demand and want to carry it to satisfy their shoppers. This approach contrasts with pushing a product into retailers through incentives to stock it; the emphasis here is on creating demand that pulls the product through the channel. So the best answer is the one that highlights generating consumer demand to prompt retailers to stock the item. The idea of increasing wholesale margins, or pushing products to retailers to secure shelf space, or reducing consumer demand, doesn’t capture that consumer-driven pull through the channel.