Factors Influencing Association of Intermediaries in the Supply Chain of Consumer Healthcare Brands

Purpose: The rural market in India provides tremendous scope for FMCG consumer healthcare companies to market their products because of a significant increase of rural purchasing power. Many empirical studies in this area highlight the challenges and opportunities for marketers in the FMCG space. Research articles are not in abundance to understand intermediaries' expectations in the supply chain specific to consumer healthcare products. The existing literature did not significantly address the challenges of channel partners in the rural market. The present study aims to determine the retailer expectations from manufacturers and channel members' mutual expectations in the FMCG distribution channel. Research design and Methodology: The present study adopted a qualitative research methodology. Fifty respondents from each level of distribution channel such as super-stockist, distributors and retailers in central India were identified and an interview method was adopted to collect the data. Results: Nineteen factors were identified to influence the intermediaries for involvement in the business with any FMCG brand. Factors like Profit margin, reverse logistics, credit terms, return on investment, timely payments were crucial for managing the expectations of all intermediaries. This study provides academic as well as practical implications in terms of enabling the industry to align its channel management strategies accordingly.