Strategic issues in marketing of consumer and technology products dealer satisfaction survey-Implications for enhancing channel relationship

Abstract

Marketing literature shows that the main sequences of strategic marketing planning and control processes are based upon the point of sales management which means strong bonding with the Sales channel network i.e. dealers. Considering the fact that the way in which a dealer is treated by its manufacturer has decisive influence on the dealer's commitment to the brand as well as on the dealer's business success, an examination of dealer satisfaction or dissatisfaction has become strikingly important during the last few years. But equally important is how dealer rates the manufacturer company. On the above lines, the objective of the study is to evaluate a manufacturer company on overall product standing, product demand, quality consciousness, price sensitivity, providing optimal combination of price and quality, timely delivery and performance in order execution by its dealers. This in turn would provide an overall perspective on the Company's abilities in terms of Channel Management. The dealers also evaluated the company's responsiveness and dealing of front line office employees towards dealers. A complete Dealer Level survey performed to ascertain product and company standing in the market and dealer relationship strength. The consumer product considered for the study is Jyoti Tempcore (TMT bars) of Madhav Group of Industries, Mandi Gobindgarh, Punjab, India. This is among the top 10 steel producers of the region and commands a high position in construction and structural steel. The sample consists of all of its dealers in Punjab. There are 169 respondents. A structured questionnaire has been formulated. With reference to the survey, a varied set of outcomes appeared in a variety of segments. But, primarily the outcome was quite progressive. With just a few areas showing scope of major reforms-like company's interaction with dealers, distributor relationship with dealers and brand visibility at dealerships. The other factors showed promising