Distributor Questionnaire ( Rename to retailer questionnaire):

Sample:
The retailers will be interviewed in the markets of Lahore and Islamabad.
Supermarkets and CSDs will be focused upon.
What channels will you be targeting? IMTs, LMTs, MMs, KG, NHS A, NHS B?
Overall, this questionnaire needs to be more specific to Lemon Max Paste.
Proposed Questionnaire: (Retailer)
1. What is the most purchased item in the dish washing detergents section?
o Brand? __________
o Product? __________
2. Rate the following on a 1-5 scale (1 being the lowest score and 5 being the
highest):
a) Variety of goods available
12345
b) Services of your shop
12345
c) Ease of access
12345
d) Ease of visibility
12345
e) Prices vs open market
12345
f) Availability of popular brands
12345
3. What are the main factors that influence your decision to stock a
product/Brand?
o Price
o Popularity
o Demand
o Contractual Reasons
o Product Mix
o Other________________
4. If customers dont find their ideal product, what is the likelihood that they
will substitute another?
o Very Often
o Often
o 50/50
o Not Often
o Not Very Often
5. Willingness to allow brands to send in personal selling representatives for
promotional activities (Rate on a scale, 1 being very willing and 5 being
not willing at all)
o 1
o 2
o 3
o 4

6. What is your main goal?

o Maximize revenues
o Maximize profits
o Customer Satisfaction
o Other: ____________
7. Willingness to stock new/re-branded products (Rate from 1-5)
o 1
o 2
o 3
o 4
o 5
8. Willingness to let allow supplier to dictate product placement (Rate from 15)
o 1
o 2
o 3
o 4
o 5
9. Do you stock all competing brands or just the most popular one?
o All competing brands
o Most popular one
o Depends on contracts with brands
10. What is the monthly stock for Lemon Max Paste in your store?
_________
11.How popular is "Lemon Max" in your store in terms of sales?
o Very popular
o Popular
o Neutral
o Not Popular
o Least Popular
12.Which sells more?
o Lemon Max Bar
o Lemon Max Paste
o Lemon Max Liquid
o Lemon Max Anti-Bacterial
o Lemon Max Ultra
o Lemon Max Scourer
13. How many pieces of Lemon Max Paste are left on an average at the end of
the month?
________
14.What age group do you see buying these products more often?
o 15-18

o
o
o
o

18-25
36-35
36-50
>50

15.In your opinion what is the attribute that customers value the most in the
Lemon Max line?
o Ease of use
o Price
o Brand name
o Cleanliness
o Popularity
o None of the previous ones
o Others (Please specify): _____________
16.How is the monthly demand for the Lemon Max Paste?
o Very High
o High
o Moderate
o Low
o Very low
17. Are you satisfied with the supply of Lemon Max Paste from CP?
o yes
o no
18.Have you received any complaints regarding Lemon Max Paste?
o yes
o no
19.What are the most frequently received complaints regarding Lemon Max
Paste? (State top three in case of multiple complaints)
1.________________________________________
2.________________________________________
3.________________________________________
20.What in your opinion is a bigger determinant for sales of Lemon Max
Paste?
o Positioning
o Advertising
21.How are the current displays for L. Max Paste in terms of positioning?
__________________________
22.Do you have any suggestions for new displays/ visibility devices?
1.____________________________________________________
2.___________________________________________________
3.___________________________________________________
23.What do you suggest should be done to improve sales?
1.___________________________________________________
2.___________________________________________________
3.___________________________________________________
24.What do you think is perfect positioning for Lemon Max Paste in terms of
visibility and sales?

___________________________________________________
25.Do you have any specific demands to offer perfect positioning for Lemon
Max Paste?
o Yes:________________________________________________________
o No