Title: An empirical verification of the proposed distributor marketing intelligence system model

Authors: Thangaraja Arumugam; M.A. Sanjeev; Renju K. Mathai; S.R. Boselin Prabhu; R. Balamourougane; T. Jarin

Addresses: Vellore Institute of Technology, Vandalur – Kalambakkam Road, 600 127, Chennai, Tamilnadu, India ' Jaipuria Institute of Management, Vineet Khand, Lucknow, 226 010, U.P, India ' Stenden University, P.O. Box 36037, Doha, Qatar ' Surya Engineering College, Kathirampatti, Mettukadai, 638107, Tamil Nadu, India ' LEAD College of Management, 678009 Palakkad, Kerala, India ' Jyothi Engineering College, Jyothi Hills, Vettikattiri, Cheruthuruthi, 679531, Kerala India

Abstract: Distributors are close to the customers and vital in understanding them; thus act as a serious link in any organisation's marketing intelligence system. Distributors are also critical in local adaptation of the company's marketing activities based on the prevalent local conditions, which is essential for market success. The distributor choice-making pattern deals with their selling and marketing parameters' everyday choice based on their appraisal of data about competitors, clients, and other local factors (the local market intelligence) helping them adapt to local customer requirements. This study uses a descriptive cross-sectional design to ascertain the reliability and validity of the proposed distributor marketing intelligence system (DMiS) model and to ascertain the degree of responsiveness exhibited by the distributors based on their market intelligence and marketing involvement, among packaged goods distributors. The resultant scale can find application in recruitment and evaluation of channel partners and in designing suitable training programs for them.

Keywords: scale development; marketing intelligence; localised marketing; distributor marketing intelligence system; DMis; decision-making; distributor involvement.

DOI: 10.1504/IJBIS.2024.138045

International Journal of Business Information Systems, 2024 Vol.45 No.4, pp.454 - 473

Received: 01 Nov 2020
Accepted: 01 Mar 2021
Published online: 18 Apr 2024 *

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