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European Distribution Research Summary Report - Scribd

European Distribution Research Summary Report - Scribd

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Published by mikemaynard
A study by Napier that investigates the factors that influence the choice of distributors in the European electronics component market.
A study by Napier that investigates the factors that influence the choice of distributors in the European electronics component market.

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Published by: mikemaynard on Sep 01, 2009
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06/23/2010

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European Distribution Research Summary Report

Napier Partnership Limited September 08

Napier Website: www.Napier.co.uk Our blog about the European Electronics Media: www.NapierNews.eu

Methodology
An online survey was constructed, and email invitations to participate in the survey sent to the Tech Event Guide (www.TechEventGuide.com) database of 17450, with a prize draw of an iPod touch offered as an incentive. Demographic information about the respondents was gathered and is available in the full report, but is not analysed in this summary. The survey analyses responses from 153 people (154 responses were received, but one was removed to avoid bias as it was from an employee of one of the distributors included in the survey). The survey used skip logic based upon the respondent’s country for one page to change the list of distributors presented, allowing local distributors to be presented as options.

Results
The following summarises the results of key questions within the survey: How many distributors do you regularly work with or buy from? Although there is pressure for vendor reduction, respondents who actively used distributors tended to use more than one. 50% of the respondents use more than three distributors, and 30% use more than five distributors.

When thinking of distributors of electronic components, what are the first three distributors that come to mind? This question provides a very good indication of which distributors are at the top of the respondents’ minds. The ten most mentioned distributors are listed below (with the number of mentions achieved)
Rank 1 2 3 4 5 6 7 8 9 10 Distributor Farnell R.S. Components Arrow Digi-Key Avnet/Avnet Memec EBV Spoerle Electronic Future Electronics Silica Rutronik Mentions 62 52 37 28 22 19 17 13 12 8

The top two distributors are catalogue distributors – probably not surprising given the skew of the sample towards engineers (the biggest group in the database), who probably use catalogue distributors for development quantities. Arrow achieved the most mentions, although it should be noted that the Avnet group includes several different company brands. If all the Avnet brands - Avnet (22 mentions), EBV (19 mentions), Avnet-Memec (3 mentions) and Silica (12 mentions) - are combined the score for the Avnet group would be greater than Arrow. How important are the following when choosing a distributor? When choosing a distributor the most important factor was stock availability, followed by price. Interestingly relationship with the sales person was the least important – maybe this will be useful the next time distributors negotiate the salaries for the sales team!

Stock availability Price Efficiency of distributor's logistics Range of suppliers/products Technical support Information given on new products and technologies Relationship with sales person

4.44 4.16 3.99 3.78 3.69 3.62 3.27

Which of the following types of distributor do you think gives the best service? There are a range of distribution models. Perhaps surprisingly local distributors do not provide the best service: a pan-European distributor with local resources is by far the preferred model. Global distributors were marginally more popular than a local distributor – perhaps because the greater stock levels and the least popular distribution model is a centralised pan-European distributor.

Do you purchase from distributors' websites? A high percentage of respondents who answered this question – 67% - buy products online from distributors. Of these, 63% buy sample quantities and 36% buy production quantities online.

Which of the following marketing activities have caused you to contact or buy from a distributor in the last six months? The best marketing activities for distributors to drive sales are their websites and catalogues. Although this isn’t surprising, we were interested to see that newsletters (email and printed) and articles published in the press (online and print) had also driven a large number of customers to distributors. Product advertising had limited effect in driving customers to contact or buy from a distributor although the research also showed that marketing around products was twice as likely to have driven a customer to contact or buy from a distributor than marketing around a technology. The difference between product and technology marketing may, however, be due to a greater level of product-driven marketing from European distributors, rather than an indication of reletive effectiveness.
Websites Catalogues Email newsletters Printed newsletters/magazines Printed articles Online articles Adverts for new products 82 68 49 43 35 31 17

Full Report
The full report, including the raw data in Excel, is available from Napier at a cost of £500.00. Please contact Mike Maynard (mike@napier.co.uk) for more information.

Appendix - Questions
The following questions were included in the study: 1. How many distributors do you regularly work with or buy from? 2. When thinking of distributors of electronic components, what are the first three distributors that come to mind? 3. How would you best describe your job? 4. Approximately how many people are employed by your company? 5. In which country do you work? 6. Do you use any of the following distributors? 7. For each of the following criteria, please tell us which distributor you consider to be the best. 8. How important are the following when choosing a distributor? 9. Which of the following types of distributor do you think gives the best service? 10. How useful do you find the following marketing information from distributors? 11. Which of the following marketing activities have caused you to contact or buy from a distributor in the last six months? 12. Do you visit distributors' websites for any of the following? 13. Do you purchase from distributors' websites? 14. Please enter your contact details if you would like to enter the draw for an iPod

Appendix: Distributors Included
This summary does not analyse the analysis of perception and usage of distributors in each country/region of Europe: this analysis is, however, contained in the full report. The distributors included in this analysis are: ACAL Anglia Arrow Avnet-Memec Axess C88 Digikey EBV Farnell Future Hy-Line Kevin Melchioni Nu Horizons RS/Electrocomponents Rutronik Sagitron Sasco-Holtz Scantec Semitron Silica Silverstar Spezial

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