Channel of distribution as a part of place mix comprises of following types of flows—:
1. Downward Flow: Here, the goods flow from producers of the commodity to the final consumers of the commodity.
2. Upward Flow: This refers to the flow of cash from consumers of the commodity to the producers of the commodity.
3. Both Directions: Information flows from consumers to producers and producers to consumers. The information that flow is related to new products, various uses of the product, choices of the consumers, desired changes in the product, etc.
