Abstract:

The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable co-operation between retailer and manufacturers can be strategically implemented. Specifically, reference will be made to distribution effects in the toiletries and household goods markets. The paper is primarily based on a recently conducted attitude study, carried out by Gordon Simmons Research Limited for, and in co-ooeration with, Colgate-Palmolive (UK) Limited. The main stage of the study involved a sample of head office buyers, branch management, and back door personnel (i.e. staff responsible for receiving deliveries at the branch) among a selection of top grocery accounts in Great Britain