Distribution Research

Posted in Marketing and Strategy Terms, Total Reads: 9047

Definition: Distribution Research

Distribution Research refers to the collection and analysis of information related to the sales of a product or brand and its distribution through various retail channels so as to enable the management make better decisions. In depth distribution research about a brand/product provides information related to its retail presence, market size and share, sales achieved, how well the competitor is selling and seasonality of demand.

Marketing and distribution research is a key means to understand and analyze the marketing environment and thereby helping eliminate any weak links present. Distribution research helps gain insights into the following:

  • Better management of sales channels with enhanced knowledge
  • Better segmentation of distribution within sales channels
  • Roles played by intermediaries in the sales process
  • Understanding the centers of influence within a sales channel
  • The company’s market position within a particular sales channel

The main intermediaries in a distribution process are agents, wholesalers, distributors and retailers. Various methods of marketing and distribution research are:

  • Qualitative research – In-depth interviews, focus groups, objective tests
  • Quantitative research – Surveys, Questionnaires

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