A study on channel control in marketing embroideried tergal tulle to wholesalers

Abstract

In this thesis, channel control was examined by using power sources and behavioral interactions among the channel members. The study was conducted with wholesalers who sell embroideried tergal tulle in SuI tanhamam through a questionnaire by asking the degree of the supplier's control over the wholesalers' marketing activities and the source of potency of supplier over the wholesaler in the different activities. It was concluded that the supplier should use mainly management control mechanism in order to control the channel. It was also found that suppliers rely on economic sources of power rather than non-economic sources of power to achieve control over their wholesalers. The results of analysis showed that there are associations between the degree of supplier control over the wholesalers' marketing activities and experience and level of integration of the firm. In this study it was also found that there are relationships between the source of potency of supplier in the different activities and level of integration and experience of the firm. The study includes the literature review and field study which was conducted by a questionnaire. The interpretations of the computer analyzed data and the implications of the findings were presented.