Research of distribution ways L 11 Ing. Jiří Šnajdar 2013

Research of distribution ways In scope of marketing researches displays distribution (as one of elements of marketing mix) in three different aspects : Distribution research as source of information to choose the most suitable distribution channel. Distribution research as marketing research providing by distributor. Distribution research as obtaining of necessary information of marketing research, when the respondent, place or object is distributor (research at distributors).

Links of distribution way Research oriented on distributors, obtaining information necessary to decision about structure and course of distribution way. Basic research problems : If and what mediators and intermediaries exist, Research of characteristics of links of distribution way : - “output” service (assortment, time, place, volume, services, prices) - size - increase - solvency - competitors (distribution ways of rivals).

Attitudes and assessments of distributor in relation to firm and its products, Territorial extent of distributors, Relations among distributors, Kinds of using distribution channels, Attitudes of consumers to distributors (kinds of distribution ways, types of distributors, concrete distributors), Market demands on segmentation of distribution ways.

Basis approaches - secondary research (relatively bigger possibilities than at consumer research) -syndicate information, database - primary research : observation interviewing

Main targets and methods of primary research of distributor Interviewing : - width and profundity of assortment - currency and mark image - services - required - requested - who are main suppliers - some “demographic” data (time of existence of shop, number of workers, branches)

Observing : - placement - windows : number, area, style of setting - shopping area - forms of merchandising -design Research from view of dealers Marketing research which provides distributor, or inner link of distribution way to clear his distribution ways and his marketing orientations.

Bigger stress is on : a.Placement b.shop image c.shop atmosphere d.possibilities of merchandising e. sale personnel

a. Place -Research of stock placement. Methods : simulation of gravitation centre, usage of transport problem (more stocks), simulation models -Placement of retail shop

Methods : observing : frequency, number of parking cars,… surrounding (kind of residences) shops of our competitors and other dealers regressive multiply analysis shop gravitation (between two places, towns) At research of shop placement can be used also non-traditional ways of research. Example – retail giant Wal-Mart : Selection of placement done by air observation.

Otherwise it was hobby of Sam Walton (founder of company), but it was far-seeing form or research, because basic factors of placement of supermarkets and large-area shops are from air view better distinguishable (especially in country area) : - traffic ways, - directions of growth of town, - evaluation of competitors´ places. 1 1 Huey,J., “Sam Walton In His Own Words”, Fortune, June 29, 1992

4. Own interviewing for perception of particular shops with usage of significant characters in chosen scales. 5.Processing of semantic differential of shop. 6.Evaluating of image : weaknesses, priorities, relations to shops of competitors, relation to features of ideal shops. Semantic differential is possible to use also for creation of maps of shops perception.

Market research via distributors The base of research in this case are so called shop panels. In certain intervals visit employees of research firm specimens of shops and obtain following information about : extent of supplies in structure (delivery reports, observing), change from last visit, and other useful information (prices, exposure of goods, …)

Results of examination in sample – panel of shops – are basis of projection on larger (for example countrywide) level. From these are deduces such important information for marketing, as are extents of market shares.

Themes to think over 1.Suggest basic structure of questionnaire for interviewing of distributors from view of firm, which enters market with electric appliances. 2.What formal pertinence will have interviewing at distributor ? 3.What main restrictions do you see at method of gravitation centre ? 4.What main characters do you connect with shopping centres ? 5.Do you know any firms, that offer information of shop panel ?