APPENDIX A

Questionnaire - A
For analytical study of effectiveness of distribution function in white goods
companies
For Companies Sales Personnel
1. In which company are you working?
LG
Videocon
Samsung
Whirlpool
Godrej
IFB
2. On which level you are working in the company?
Executive Level (Area Sales Manager)
Manager Level (Branch Manager)
Senior Manager (Regional Manager)
3. Tick your area of operations in Haryana.
G.T. Road Belt
NH-10 Belt
South Haryana
NCR Region
Whole Haryana
4. What is the distribution channel used for distribution of your products?
Dealers/Distributors
Retail Chains
C Shoppe Retailing
MLM
eleshopping
Any other
5. Are you having distributor / dealer network in whole Haryana?
Yes
No
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6. What is the reach of your products?

In cities only
in small towns too
7. How do you select distributors for the products?
Exclusively
ulti-Brand
8. How do you select dealers for the products?
Exclusively
ulti-Brand
9. Give rating to the following parameters which you consider while selecting
distributors?
Particulars

Economical background
Population of city / town.
Credentials of the person.
Location of store.
Sales force
Dealers network
Experience of the trade
Service infrastructure
Technical knowledge of product

Highly
Important

Moderately
Important

Less
Important

10. Does the company conduct proper induction programs for new channel members?
Yes
No
11. Do the liberal credit policies of company affect the overall effectiveness of
distributors?
Highly Satisfied
Moderately Satisfied
Less Satisfied

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12. What is your perception about following motivational aspects? Rate them as per their
effectiveness.
. Particulars

Dealers meets and informal gettogethers.

armonious relationship between
sales force and channel members
Prompt Delivery
Special incentives like quantity
rebates and off season rebates
Point of sales promotional
support
Training to the sales force /
technicians of distributors
Demo products
Installment facility for customers

Highly
Important

Moderately
Important

Less
Important

13. Are distributors satisfied with the profit margins they are getting?
Highly Satisfied
Moderately Satisfied
Less Satisfied
14. How the dealers / distributors affect the price of products? (Check one)
Costs High
Costs Low
Remains Equal
15. How effectively your distributors help in promoting the product by way of :
Highly
effective

. Particulars

Visibility of product
Conducting dealers meets
Road shows & exhibitions

Moderately
effective

Less
effective

16. Do the dealers / distributors share the cost of promotion at local level with company?
Yes
No
17. Do you think that your distributors play an important role in product innovation?
Yes
No
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18. Do the distributors contribute in providing service infrastructure for after sales
service?
Yes
No
19. Do the distributors co-operate with sales personnel in giving feedbacks and other
reporting issues?
Yes
No
20. Do the distributors complain that the products are highly priced as compared to the
competitors?
Yes
No
21. Rate the following parameters on the basis of importance you attach to these as a
measure of performance evaluation of distributors / dealers?
Highly
effective

. Particulars

Revenue generation.
Timely payment
nventory holding support
Loyalty
Brand / image building
Submission of reports

Moderately
effective

22. How frequently do you evaluate the performance of distributors?

nthly
Quarterly
Yearly
23. How frequently do you evaluate the performance of dealers?
Monthly
Quarterly
Yearly

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Less
effective

24. Rate the following reasons of conflict among channel members on the basis of
occurrence of these?
. Particulars

Lack of sales efforts by distributors

mproper communication
Handling of service issues
Handling of warranty issues
Due to channel members cash flow
tightness
Delayed payments
Settlement of schemes issues

231

Highly
Less
frequently frequently

Rarely
occur

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APPENDIX B
Questionnaire - B
For analytical study of effectiveness of distribution function in white goods
companies
For Distributors
1. Which companys distributorship you have?
LG
Videocon
Samsung
Whirlpool
Godrej
IFB
2. Tick your area of operations in Haryana.
G.T. Road Belt
NH-10 Belt
South Haryana
NCR Region
3. For how long are you having the companys distributorship?
One year or less
One to three years
Three to five years
More than five years
4. For how long you are in the trade of white goods?
One year or less
One to three years
Three to five years
More than five years
5.

Do you distribute the whole range of products (white goods) of the company?
Whole Range
Selected Product

6. Give rating to the importance given by company to your feedback as a contribution in

product pricing.
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 Less Important
Moderately Important
Highly Important
7. Give rating to the importance given by company to your feedback as a contribution in
product improvement and innovation?
Less Important
Moderately Important
Highly Important
8. Give rating to the importance given by company to your feedback as a contribution in
product promotion strategy?
Less Important
Moderately Important
Highly Important
9. Do you have your retail sales counter too?
Yes
No
10. How wide your dealers network is?
In city
In small towns
Both
11. How frequently do the sales executives of the company visit you or your dealers?
Twice a week
Once a week
Twice a month
Once a month
12. How frequently do the sales managers of the company visit you?
Once a week
Twice a month
Once a month
Once in two months
13. Are you satisfied with sales efforts of the company?
Less satisfied
Moderately satisfy
Highly satisfied
14. Do you have your own sales force?
Yes
No
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15. Does the company provide formal training to your sales personnel?
Yes
No
16. Does the company share the cost of your sales personnel?
Yes
No
17. As per you the prices of the companys products in comparison with competitors
products are
High
Low
Difference is insignificant
18. Are you satisfied with net profit margins you are gaining presently?
Less satisfied
Moderately satisfied
Highly satisfied
19. Are you satisfied with the promotional efforts of the company at local level?
Less satisfied
Moderately satisfy
Highly satisfied
20. Are you satisfied with the credit policy of the company?
Less satisfied
Moderately satisfy
Highly satisfied
21. Rate the following conflict situations with company/sales team of company on the
basis of its frequency of occurrence.
. Particulars

After sales service issues

Availability of POP material
Delay in delivery
Unscheduled delivery
Acute pressure for billing
Over billing
Product availability
Settlement of credit notes
Opening new distributor for same area
Reduction of area
Attitude of sales team
235

Highly
Less
frequently frequently

Rarely
occur

22. Rate as per perception the following conflict situations with company / sales team of
company on the basis of its impact on your motivation level.
Highly Moderately Affects
. Particulars
affects
affects
less
After sales service issues
Availability of POP material
Delay in delivery
Unscheduled delivery
Acute pressure for billing
Over-billing
Product availability
Settlement of credit notes
Opening new distributor for same area
Reduction of area
Attitude of sales team
23. Are you satisfied with the overall sales of the products of the company?
Less satisfied
Moderately satisfied
Highly satisfied
24. As per you, what is the growth pattern of the sales of the products of the company in
Haryana now days?
Increasing
Stable
Declining
25. Rate the following parameters on the basis of importance you attach to these for
increasing your motivation level and effectiveness of distribution function:
Highly
Moderately
Less
. Particulars
Important Important Important
Well qualified sales and service
team
Induction programs for new
dealers
Transparency in schemes and
policies of company
Distributors / dealers meets on
regular basis
Demo products provided
Awards and recognitions
Provision of credit to customers
Willingness of company to assist
with distributors general
problems
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APPENDIX C
.

Questionnaire - C
For analytical study of effectiveness of distribution function in white goods
companies
For Customers
1. Mention the area you belong to:
City
Small town
Village
2. Tick your educational qualification?
Under Graduation
Graduation
PG / Professional Qualification
3. Tick Your Occupation / Profession?
Businessman
Govt. Employee
Private Sector Employee
Professional
4. Which of the following emerging channels of distribution are you aware of:

5.

Particulars
Sky shops (TV Channels)
Internet Marketing
Multi Level Marketing
Any other (Mention)

Yes

No

Would you prefer to buy white goods from these channels?

Particulars
Sky shops (TV Channels)
Internet Marketing
Multi Level Marketing
Any other (Mention)
237

Yes

No

6. Rate the following white goods companies on the basis of visibility of retail stores /
dealers in your area or nearby.
Particulars
LG
Videocon
Samsung
Whirlpool
Godrej
IFB

High
Visibility

Moderate
Visibility

Less
Visibility

7. Give rating to following white goods companies as per your preference while buying
white goods.
Particulars

LG
Videocon
Samsung
Whirlpool
Godrej
IFB

Most
Preferred

Moderately
Preferred

Least
Preferred

8. Give rating to following aspects as per the importance you attach to these while
buying white goods.
Particulars

Image of the company /

Branding
Dealers / Retailer image
Installment Facility
Discounts

Highly
Important

Moderately
Important

Less
Important

9. Rate the effect of retailers/ dealers suggestions and recommendations on our buying
decisions.
High
Moderate
Low

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10. Rate the effect of salesmans / demonstrators attitude and knowledge about the
product on our buying decisions.
High
Moderate
Low
11. Rate your level of satisfaction with the after sales services provided by various White
Goods companies.
High
Moderate
Low
12. How often do you change your decision regarding brand of white goods after visiting
the retailer / dealer?
Most of the times
Sometimes
Rarely

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