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 Market Study - Questionnaire

Disturbances with result to non-specificability

of Contracts - IT Distribution Channel

College Name: __________________ Research : Let’s Connect The World

Type: DEALER/RESELLER - COMPUTER(h/w, s/w,

Accessories)
Candidate Name: ___________________

MANDATORY INFORMATION
Respondent Details:-

Name of the company: ___________________________________________

Address:__________________________________________________________________
___________________________________________________________

City/Town: __________________ Location/Area :__________________PIN:________

State: ________________________________

Respondent Name: __________________________

Designation: _____________________________________

Contact Number: (With STD code) ________________________

Owner/Contact Name: ________________________Mobile Number:__________________

Email ID: _____________________________

Technical Legend:

Manufacturer: A company that manufactures the goods

Principal: A level high than the respondent

 1. You are into the following business

Computer Computer Computer Software Others

Sales and Hardware & Printer & Dealer/Reseller
Service Accessories Cartridge refill

1 2 3 4 5

Others <Specify> - ___________________________

2. What are the products types do you sell in your company?

Hardware Products Software Products

Desktop & Accessories 1 Application Software 10

Laptop & Accessories 2 Anti-virus & Security 11

Software Products

Palmtop & Accessories 3 ERP & Mini ERP & 12

Software consultants

Notebook & Accessories 4 Accounting Packages & 13

Specialized Software

Tablet PC & Accessories 5 Network & Related 14

Software

Servers & Accessories 6 Operating Systems & 15

Related Applications

Network & Accessories 7 Others 16

Power Stabilizers & 8

Accessories

Others 9

Others _______________________________________(Please Specify)

3. Do you have Branches?

Yes 1

No 2

4. How many branches do you have?

_____________________(Specify)

5. Location & Address of your branches

Within the City/Town 1

Within the State 2

Within the Country 3

1. Within the City/Town 2. Within the State 3. Within the Country

(Address) (Address) (Address)

6. Are you an exclusive dealer of a company or are you handling many companies and
its products?

Exclusive Dealer 1

Not an Exclusive Dealer 2

 7. You are representing company/companies as (Multiple Selection is allowed if the
answer for Question 4 is 2)

Stockiest 1

Distributors 2

Resellers 3

Franchise 4

Others 5

Others Specify________________________

8. Name the company/companies you are representing? (Record Company Name(s))

Company Names

9. Have you entered into contractual/MOU understanding with any

manufacturer/principal representing them?

Yes 1

No 2
 10. For how many years are you into this Business relationship?

Less than 1 1
year

1 year to 3 2
years

3 years to 5 3
years

5 years to 10 4
years

10 years + 5

11. Have you encountered business situations not defined in the contract/MOU?

YES 1
NO 2

12. What are the kinds of business situations have you encountered which were not
specified in the contract/MOU?

Damage of goods & Replacement 1

Payment Related Issues & Unforeseen expenses 2
(Tax, Fines etc)
Goods arrived Late due to some reason causing 3
Order Cancellation or other kind of problems
Shipment Errors 4
Packing & Labeling Issues (Missing Items in the 5
pack, Wrong printing issues, Wrong Label,
Packing defects like opened packing, Packing
Damages
Other stock return related issues (Example – 6
Innovation based new technology has come
where unsold stock is obsolete
Others <Specify> 7
Record the respondent’s verbatim

12.1 Damage of goods and replacement

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

12.2 Payment Related Issues & Unforeseen expenses (Tax, Fines etc)

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

12.3 Goods arrived Late due to some reason causing Order Cancellation or other kind of problems

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

12.4 Shipment Errors

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

12.5 Packing & Labeling Issues (Missing Items in the pack, Wrong printing issues, Wrong Label,
Packing defects like opened packing, Packing Damages

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

12.6 Other stock return related issues (Example – Innovation based new technology has come where
unsold stock is obsolete

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)
12.7 Others <Specify>

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify the problem)

13. What was the outcome of the negotiation with the manufacturer or principal?

Received compensation 1

Demanded discount for the goods 2

Faced Loss 3

Returned the goods at the manufacturer or 4

principal’s expense

Manufacturer or Principal accepted the return 5

at your expense (Like transportation Charges)

Negotiated a Win-Win situation (Specify) 6

Others (Specify) 7

13.6 Negotiated a Win-Win situation

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify)

13.7 Others (Specify)

___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________(Specify)
14. With the manufacturer or principal if a situation arises that is not specified in your
contract/MOU

You follow completely their terms and 1

conditions

They listen to you and follow your terms and 2

conditions

They work out a win-win situation at their 3

terms and conditions

You work out a win-win situation at your 4

terms and conditions

15. Once the situation was solved did the manufacturer or principal approach you for
making new changes or additions in the contract/MOU adding new clauses defining a
solution to the problem occurring scenario?

Yes 1

No 2

16. Was the changes to limited to the problem or a broader areas

Limited to the problem 1

Broader Issues including the problem 2

17. What kind of forces made you to agree to this contract/MOU

The company’s standing in the industry 1

(Leader in the Industry)

Company’s niche knowledge in developing the 2

business that has helped you grow

Legal force to enforce the agreement 3

Company has agreed to provide extra support 4

to increase volumes through promotions,
distribution costs and awards etc

Ability of the company to prefer other partners 5

over you

Provide extra incentives 6

Using the power of threat to end the 7

relationship

Others (Specify) 8

Others (Specify)- _____________________________________

18. The result of this negotiation was

You agreed their terms and conditions 1

They agreed to your terms and conditions 2

They worked out a win-win situation at their 3

terms and conditions

You worked out a win-win situation at your 4

terms and conditions
19. Do you feel the bargaining and negotiation has caused more strain on your
relationship with the manufacturer or the principal?

Yes 1

No<Specify> 2

19.2 No <Specify>-
___________________________________________________________________
___________________________________________________________________

20. A theory in marketing goes “Channel intermediaries try ways to increase the profit
margins by bargaining with the manufacturer or principal when there arise,
situations of non-specificability of contracts” One of the reason identified is low profit
sharing ratio.
So according to you what kind of profit sharing percentage do you think would have
been ideal to avoid this bargaining process and strengthen the relationship with your
manufacturer or principal?

10% and above 1

20% and above 2

30% and above 3

Others <Specify> 4

4. Others <Specify> - _____________________________

21. Another theory in marketing goes manufacturer or principal use coercive (Negative
Threats) forces like “calling off the relationship” with its channel
member/intermediaries to force upon its terms and conditions.

It is found that due to the commitment amount initially paid (fearing loss of money
and the relationship) the channel member/intermediaries succumb to the pressure
and agree to the terms and conditions set by the manufacturer or principal

What according to you would have been the ideal initial commitment amount that
would have helped you bargain more for better deals due to scenarios where
situations are not specified in the contract?

_____________________________ (Specify)