THE INFLUENCE OF MANUFACTURER ATTITUDE, BRAND STRENGTH AND PROFITS ON DISTRIBUTORS’ OVERALL SATISFACTION: EVIDENCE FROM BANGLADESH

Suman Prosad Saha

International Journal of Management and Marketing Research, 2017, vol. 10, issue 1, 45-56

Abstract: Distributors are agents of a manufacturer who supply products to other businesses that sell to end users or delivers products straight to end users. They play a significant role as a link between the manufacturer and its final consumers. A company’s success or failure predominantly depends on its distributors’ performance. Therefore, an important responsibility of a manufacturer is to invest heavily to support its distributors and make them highly satisfied. This research explores key factors that influence satisfaction of distributors in Fast Moving Consumer Goods industry of Bangladesh. Data was collected via structured questionnaire and analyzed using Statistical Package for the Social Sciences, version 20. We examine relationships among the constructs, which include Distributor’s perception of Manufacturer’s attitude, Strength of Manufacturer’s brand and Distributor’s current economic outcomes as independent variables or predictors and Distributor’s overall satisfaction as the dependent variable. The results provide evidence to support the hypothesized relationship and provide useful information for firms in formulating strategies to satisfy its distributors thereby developing long-lasting and profitable relationships

Keywords: Distributors; Manufacturers; Fast Moving Consumer Goods Industry; Bangladesh (search for similar items in EconPapers)
JEL-codes: C12 L60 M31 (search for similar items in EconPapers)
Date: 2017
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