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The Influence Of Manufacturer Attitude, Brand Strength And Profits On Distributors’ Overall Satisfaction: Evidence From Bangladesh

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  • Suman Prosad Saha

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

Suggested Citation

  • Suman Prosad Saha, 2017. "The Influence Of Manufacturer Attitude, Brand Strength And Profits On Distributors’ Overall Satisfaction: Evidence From Bangladesh," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 10(1), pages 45-56.
    • Handle: RePEc:ibf:ijmmre:v:10:y:2017:i:1:p:45-56
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    References listed on IDEAS

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    1. Sethuraman, Rajagopalan & Anderson, James C. & Narus, James A., 1988. "Partnership advantage and its determinants in distributor and manufacturer working relationships," Journal of Business Research, Elsevier, vol. 17(4), pages 327-347, December.
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    5. Haitovsky, Yoel, 1969. "Multicollinearity in Regression Analysis: Comment," The Review of Economics and Statistics, MIT Press, vol. 51(4), pages 486-489, November.
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    More about this item

    Keywords

    Distributors; Manufacturers; Fast Moving Consumer Goods Industry; Bangladesh;
    All these keywords.

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • L60 - Industrial Organization - - Industry Studies: Manufacturing - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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