What are trade promotions primarily directed towards?

Trade promotions are primarily directed towards wholesalers and retailers because they serve as incentives for these intermediaries to stock and promote a company's products. These promotions can include discounts, allowances, or special pricing for bulk purchases, designed to encourage retailers and wholesalers to increase the quantity of products they purchase and ultimately sell to consumers.

By targeting wholesalers and retailers, companies aim to boost sales through their distribution channels, ensuring that their products are well-stocked and promoted in stores. This strategy is crucial for generating product visibility and maintaining competitive positioning in the market. In contrast, promotions aimed solely at final consumers focus on individual buying behaviors rather than the distribution chain, which is why these are not the primary target of trade promotions.