Analyzing the Factors Affecting Long-Term Relationship between Manufacturers and Retailers

In a retailing environment, the relationship between retailers and
manufacturer is a two-way relationship with the focus on a mutually
beneficial principle. Retailers are working as a medium for these
firms to make sure that products are available for consumers in any
corners of the country. As a result, a manufacturer can focus more
on production, marketing, and supplementary strategies to achieve
their objectives. A manufacturer needs to understand the significance
of retailers in reaching its business goals. The manufacturer must
find out the factors that can influence to build a long-term relationship
with retailer and analyze those factors. It is believed that a company
should keep its distributors satisfied; in turn, distributors will help a
company to achieve its objectives. Moreover, in the traditional
distribution channels, the relationships between retailers and
manufacturers have yet to be explored in research in Bangladesh.
This study aims to fill this gap. A descriptive research method was
followed to conduct the research. A structured questionnaire was
developed to collect data from the target population during the time
period of July to September 2017. The findings suggest that
proposed model is suitable to find out the components for a longlasting
relationship between manufacturer and retailers. The results
provide evidence to support the hypothesized relationship and useful
information for firms to devise strategies to construct a long-term
relationship with its retailers.

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