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Simply put, a dealer is an entrepreneur engaged in sharing the responsibilities of sales
and distribution of products of a company (ies), as an intermediary in the channels of
distribution and has invested some money for an industry standard return on investment.
He is an intermediary between the manufacturer (company) and the last leg of the
channel, the retailer or sometimes the final consumer. A flow chart shown below gives
an idea ofthe placement ofthe Dealer in the study.
The study focuses on the Dealers' Satisfaction while dealing in pharmaceutical and
consumer goods companies. More specifically, the satisfaction level ofDealers as a result
of effective management of channels of distribution will be analysed in this chapter.
When examining dealer satisfaction as a whole, three general components are identified:
1. Dealer satisfaction is a response (emotional or cognitive);
2. The response pertains to a particular focus (return on investment, expectations,
product, consumption experience etc.)
3. The response occurs at a particular time (after receipt, consumption, after choice,
based on accumulated experience, etc).
In nutshell, Dealer Satisfaction comprises of three basic components, a response
pertaining to a particular focus determined at a particular time.
Objective of this study are to study the level of dealer’s satisfaction, to assess the effectiveness of promotional tools to improve the sales as opined by the dealers, to analyze the factors that affects the dealer’s preference in dealing with cement, to understand the strength and weakness of Arasu Cement distribution, to find the best cement brand, in terms of movements quality etc., to study the satisfaction of dealers towards dealer service, availability etc from the dealer.