Case Study: Standing out from Competitors

Trade buyers have a plethora of choice when they visit a local wholesaler. It’s important for manufacturers to know what drives their decision-making.  Our client is at the quality end of the market for components in commercial refrigeration and air-conditioning systems.

Project goals:

To find out how trade buyers make their choice when selecting components from a wholesaler and to understand what promotions might help to attract their interest.

What we did:

Three areas were selected in different parts of the UK and, with the wholesalers’ agreement, interviewers were stationed outside their premises between 7.30am and 5.15pm on two days of the week.  Customers who had visited to purchase parts for commercial refrigeration or air-conditioning systems were asked to take part in the survey and most agreed to do so as there was a financial incentive!

How the research helped:

The results helped our client to plan effective promotional activity for the following year.