Team Disha

IIM Lucknow

Discussion guide
Wholesaler

Warming up and about Adhesive Market

How long have you been in this profession?

What all products do you deal with?
How has been the market for Adhesive over the years (as in from your perspective have u seen
an increasing or a declining trend w.r.t Adhesive). It would be better if you can quantify it?

Buying attitude and behaviour

How do you decide which brand you want to purchase? Do you purchase one or more than one
brand?
o If he buys more than one brand, understand the reasons for the same.
o If he buys only brand, ask & understand his reasons for brand preference
What are the average units of sale per month for Adhesive? (For both Fevikwik and Cheapy)
Are there any promotional offers on any of the Adhesives? (For all brands)
o If yes, what?

Factors determining brand preference customer perceptions, competitive scenario &

market share
Can you please take me through the buying process of the retailer? How does he place the order
for the adhesives? (probe if he asks for a specific brand, or does he inquire about an on-going
scheme on all brands, Can / does the distributor influence his choice of the brand?)
Any other brand of adhesive that youd like to mention / talk about?
Please give us an idea of the pricing for the brands that we just discussed.

Brand Name

Price to
you

MRP

Adhesive Brand 1 Adhesive Brand 2 -

Way forward

What are the top 2 factors that would make you decide to always purchase & stick to one brand of
Adhesive?

Thank you for your time.

Team Disha

IIM Lucknow

Retailers

Warming up and about Adhesive Market

1) How long have you been in this profession?
2) What all products do you deal with?
3) How has been the market for Adhesive over the years (as in from your perspective have u
seen an increasing or a declining trend w.r.t Adhesive). It would be better if you can
quantify it?

Buying attitude and behaviour

How do you decide which brand you want to purchase? Do you purchase one or more than one
brand?
o If he buys more than one brand, understand the reasons for the same.
o If he buys only brand, ask & understand his reasons for brand preference
What are the average units of sale per month for Adhesive? (For both Fevikwik and Cheapy)
Are there any promotional offers on any of the Adhesives? (For all brands)
o If yes, what?

Factors determining brand preference customer perceptions, competitive scenario

& market share

Can you please take me through the buying process of the customer? How does he place the order
for the Adhesives? (probe if he asks for a specific brand, or does he inquire about an on-going
scheme on all brands, Can / does the retailer influence his choice of the brand?)
Any other brand of Adhesive that youd like to mention / talk about?
Please give us an idea about the MS of the following brands:
Adhesives

Your city
market size

Growth rate
year on year

Market share
trend(+, same, -)

Reason for
the trend

Fevikwik
Cheapy
Others

Please give us an idea of the pricing for the brands that we just discussed.

Brand Name

Price to
you

Price to
the
retailer

Adhesive Brand 1 Adhesive Brand 2 -

At what price do you sell to the customer? Is it at MRP or below MRP?

Team Disha

IIM Lucknow

Way forward

What are the top 2 factors that would make you decide to always purchase & stick to one brand of
Adhesive?

Thank you for your time.