CEA Releases Retailer/Manufacturer Relationships Study
Staff -- TWICE, 7/22/2002
COEUR D'ALENE, IDAHO — Todd Thibodeaux, VP and senior economist for CEA's Market Research Department released a benchmark study on consumer electronics retailer/manufacturer relationships during the sixth annual CEA CEO Summit, held here last month.
For the second study of its type, CEA Market Research polled both manufacturer and retail executives on such issues as product returns (see TWICE, July 8, 2002, p. 14), online presence, the impact of product shortages and how salespeople influence consumer purchases.
The retailer-manufacturer survey was conducted via an online Web form among CE executives, with over 300 individual retailers and over 300 individual manufacturers being contacted. Close to 1,000 consumers responded to a separate online survey. Both surveys were performed from the beginning until the middle of June.
The charts on this page outline concerns about a major industry issue, satisfaction with the relationships of retailers and manufacturers.
Dealer/Vendor Relationships Satisfaction with relationship aspects:| Manufacturer | Retailer | |||
| Quality Floor Sales | Manfacturer Sales Training | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 21% | 27% | 17% | 16% |
| Neutral | 15% | 13% | 30% | 32% |
| Dissatisfied | 63% | 60% | 53% | 52% |
| Product Knowledge | Product Training | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 12% | 13% | 20% | 16% |
| Neutral | 18% | 19% | 23% | 32% |
| Dissatisfied | 67% | 68% | 57% | 48% |
| Cooperative Promotions | Cooperative Promotions | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 33% | 37% | 40% | 32% |
| Neutral | 42% | 43% | 43% | 36% |
| Dissatisfied | 21% | 20% | 17% | 32% |
| Selling New Technologies | Pace Of Product Development | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 18% | 26% | 53% | 36% |
| Neutral | 30% | 35% | 27% | 44% |
| Dissatisfied | 45% | 39% | 20% | 29% |
| Timely Payments | Order Fulfillment | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 33% | 48% | 37% | 24% |
| Neutral | 27% | 32% | 23% | 16% |
| Dissatisfied | 36% | 19% | 40% | 60% |
| Handling Of Product Returns | Handling Of Product Returns | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 30% | 13% | 26% | 24% |
| Neutral | 29% | 44% | 40% | 28% |
| Dissatisfied | 41% | 43% | 33% | 48% |
| Strategic Sales Planning | Strategic Sales Planning | |||
| 2001 | 2002 | 2001 | 2002 | |
| Satisfied | 21% | 26% | 30% | 20% |
| Neutral | 42% | 39% | 37% | 36% |
| Dissatisfied | 33% | 35% | 33% | 44% |
| Source: Consumer Electronics Association, Arlington, Va. ©TWICE 2002 | ||||
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