An empirical verification of the proposed distributor marketing intelligence system model

Thangaraja Arumugam, M.A. Sanjeev, Renju K. Mathai, S.R. Boselin Prabhu, R. Balamourougane and T. Jarin

International Journal of Business Information Systems, 2024, vol. 45, issue 4, 454-473

Abstract: Distributors are close to the customers and vital in understanding them; thus act as a serious link in any organisation's marketing intelligence system. Distributors are also critical in local adaptation of the company's marketing activities based on the prevalent local conditions, which is essential for market success. The distributor choice-making pattern deals with their selling and marketing parameters' everyday choice based on their appraisal of data about competitors, clients, and other local factors (the local market intelligence) helping them adapt to local customer requirements. This study uses a descriptive cross-sectional design to ascertain the reliability and validity of the proposed distributor marketing intelligence system (DMiS) model and to ascertain the degree of responsiveness exhibited by the distributors based on their market intelligence and marketing involvement, among packaged goods distributors. The resultant scale can find application in recruitment and evaluation of channel partners and in designing suitable training programs for them.

Keywords: scale development; marketing intelligence; localised marketing; distributor marketing intelligence system; DMis; decision-making; distributor involvement. (search for similar items in EconPapers)
Date: 2024
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