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How Operators Buy: Methods, Motivations, Opportunities
Datassential, June 2011, Pages: 56
'How Operators Buy' explores the ins and outs of operator purchasing behavior including:
- breadth of distributors used
- the role of DSRs and brokers
- brand seeking behavior
- online ordering & automatic reorders
- why operators try new products
- ordering methods (phone, online, email & more)
- whose recommendation matters most
- price monitoring and impact of price increases
What is so important about this topic?
While companies often have a good understanding of what operators want, this report has found that there is much less clarity around how operators buy. It is an aspect of purchasing behaviour that until now has been greatly unexplored, yet has a dramatic impact on a product's chances for success.
For companies to maximize the value of their marketing and sales activities, it is crucial to understand this last step: how operators physically go about discovering and purchasing products.
How is this information used?
There are several positive uses for the insights generated by this study. Most notably, the findings point to significant missed opportunities to educate and influence operators as they discover, evaluate, and purchase products. This report believes the industry as a whole will benefit from greater collaboration between manufacturers and distributors to provide operators with a deeper and more consistent purchasing experience, particularly as it relates to online ordering. The data can also help prioritize marketing initiatives to best reflect how operators discover new products – whether it is food shows, DSR training, or online activity.
Are custom insights available?
Certainly. Your subscription to this report includes a 33% discount for an accompanying set of related questions fielded against the Datassential operator omnibus. The publisher offers both consumer and operator omnibus surveys each month. Please let Datassential know if you would like to take advantage of this opportunity.
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