Um estudo sobre a motivação em canais de distribuição

Abstract

The choice of distribution channel is one of the main decisions inserted in Marketing Management of a company, which significantly interferes with their success. On the other hand, the relationship between the company and its distributors should be mediated by an incentive system to arouse the interest of distributors to sell the manufacturer’s brand. This study characterized as an applied research aims to analyze the variables that motivate distributors to negotiate the products of an ice cream and ice cream industry based in João Pessoa. As a method of data collection used a field research applied to the company manager and a sample of 66 of its channel participants. The results indicated that the main criteria used by the manager to select the channel members are: size, location, facilities and opening the participant to strengthening the brand, having a greater number of small retailers. As for motivation, legitimate power, and rewards the kind delivery without delays, and brand image are the criteria most commonly used by the manufacturer to motivate its distributors. The results suggest the need for expansion of types of commercial channel members between manufacturers and distributors.