DISTRIBUTOR QUESTIONNAIRE

Section 1: Profile Information

Name of the Distributor and Shop: (Text Response)

Location (Town / District / State): (Text Response)

Type of Distributor (Elite / Prime / Regular): (Text Response)

Years in business and years associated with PI: (Text Response)

Number of dealers/retailers you serve directly: (Text Response)

Annual sales turnover (FY 2024–25) and contribution share of each company: (Text Response)

Share of PI products in your portfolio (%): (Text Response)

Key product categories handled with share % (CPP / Seeds / Fertilizers / Others): (Text Response)

Section 2: Purchasing, Stocking & Supply Chain

9. Who influences your stocking decision MOST? Rate each (1–5 scale, where 5 is highest):

a) Retailer/Farmer demand: (1-5)

b) Company sales rep: (1-5)

c) Scheme/discount attractiveness: (1-5)

d) Credit availability: (1-5)

10. What are the main issues you face in stocking products? Rate severity (1–5 scale, where 5 is most
severe):

a) Late delivery: (1-5)

b) Credit issues: (1-5)

c) Low company/promotional support: (1-5)

d) Poor retailer/farmer demand: (1-5)

e) Scheme inconsistency: (1-5)

11. How frequently do you order products? (Text Response)

12. What is the average order fulfillment rate you experience? (100% / 75–99% / 50–74% / <50%)
13. What is the average delivery time after an order is placed? (1-3 days / 4-7 days / 7-15 days / More
than 15 days)

14. When you don’t stock a product, what is the main reason? (No retailer demand / Company not
supplying / Low margin / No attractive schemes)

15. What is your stock-out frequency in the last 1 month? (Never / 1–2 times / 3–5 times / >5 times)

16. How do products typically flow from PI to retailers in your area? (Text Response)

17. Compared to other companies, is PI’s supply structure smoother or more complex? (Much
smoother / Slightly smoother / Same / Slightly more complex / Much more complex)

18. Rate the accuracy and timeliness of order fulfillment from PI compared to your highest-selling
competitor (1-5 scale): (1-5)

19. How would you rank the ease of order placement between PI and key competitors, and what are the
key differences? (Text Response)

20. Do you consistently buy from the same companies? If yes, why? If no, what makes you switch? (Text
Response)

21. When do you usually purchase products? (Before season / During season)

22. What proportion of your purchase is done before the season? (0–25% / 25–50% / 50–75% / >75%)

Section 3: Margins, Profitability & Schemes

23. Which company gives you better profitability on generic products? (Text Response)

24. Which company gives you better profitability on specific/specialty products? (Text Response)

25. Which company gives you the best overall distributor margin? (Text Response)

26. In which companies’ incentive or loyalty schemes have you participated? (PI / BASF / Syngenta /
UPL / Bayer / Dhanuka / Others)

27. Rate the attractiveness of schemes offered by the following companies (1–5 scale):

a) PI: (1-5)

b) BASF: (1-5)

c) Syngenta: (1-5)

d) UPL: (1-5)

e) Bayer: (1-5)
f) Dhanuka: (1-5)

28. Why do you prefer a specific scheme? Rate importance (1–5 scale):

a) Higher incentives: (1-5)

b) Easier targets: (1-5)

c) Faster payout: (1-5)

d) Simple structure: (1-5)

29. Rank these scheme types according to your preference (1 to 7):

a) Product volume rebate/incentive

b) Unconditional product-specific discount

c) Bonus sales/sales target incentives

d) Volume discount

e) Direct discount

f) Cash discount

g) Incentive for promotion and other services

30. Have schemes influenced your purchase increase? Rate the impact per company (1–5 scale): (PI: __,
BASF: __, Syngenta: __, UPL: __, Bayer: __, Dhanuka: __)

31. What specific scheme influences your purchase decision the most and why is it attractive? (Text
Response)

32. What loyalty programs are offered by each company? (Text Response)

33. Which schemes are easier to push in the market to retailers? (Text Response)

34. Which company runs the most attractive loyalty schemes in your area? (Text Response)

Section 4: Field Force, Support & Marketing

35. How frequently does the company representative visit you? (Daily / Weekly / Monthly / Rarely for PI,
BASF, Syngenta, UPL, Bayer, Dhanuka)

36. Rate the quality of overall support provided by each company (1–5 scale): (PI: __, BASF: __,
Syngenta: __, UPL: __, Bayer: __, Dhanuka: __)

37. What are the key reasons for giving a high rating to a company’s support? (Text Response)
38. What are the key issues or gaps due to which you gave a low rating to a company’s support? (Text
Response)

39. How effective are the following support activities? Rate (1–5 scale):

a) Training: (1-5)

b) Product Demonstrations: (1-5)

c) Communication: (1-5)

d) Product information sharing: (1-5)

e) Representative behavior: (1-5)

40. Which company provides the best overall engagement? (PI / BASF / Syngenta / UPL / Bayer /
Dhanuka)

41. Who runs more effective promotional campaigns in your area? (Text Response)

42. Do companies conduct farmer meetings / demos in your territory? (Yes / No)

43. What is the frequency of these meetings/demos? (Very frequent / Frequent / Occasional / Rare)

44. How effective are these activities in driving secondary sales? (1–5 scale): (1-5)

45. What type of activities influence sales the most? (Select top 2: Demo plots / Farmer meetings /
Retailer recommendation / Field visits / Promotions/offers)

46. Which company has the best claim process in your experience? (Text Response)

Section 5: Competitor Benchmarking & Overall Satisfaction

47. Rate each company on key parameters (1–5 scale for PI, BASF, Syngenta, UPL, Bayer, Dhanuka):

a) Profit Margins: (1-5)

b) Product Pricing: (1-5)

c) Product Portfolio completeness: (1-5)

d) Marketing campaigns and brand visibility: (1-5)

e) Ease of understanding schemes: (1-5)

f) Innovativeness of schemes: (1-5)

g) Technical ability of sales representatives: (1-5)

h) Company image and farmer demand: (1-5)

a) Credit notes provision (timely and accurate): (1-5)

b) Fair process of return for unsold inventories: (1-5)

c) Easy process of raising a concern/query: (1-5)

d) Accounting and Financial operations: (1-5)

49. Rate your overall relationship with PI (1–5 scale): (1-5)

50. Rate the responsiveness of PI compared to competitors (1–5 scale): (1-5)

51. Which company delivers the best overall value for money for your business? (Text Response)

52. In which specific areas are competitors stronger than PI? (CRM/app, Higher margins, Frequent visits,
Loyalty program, Technical events, Joint branding, etc.): (Text Response)

53. What are the main challenges you face in dealing with PI products compared to other companies?
(Text Response)

54. Rank the top 3 changes in PI's support that would increase your loyalty:

(Increase portfolio / Value pricing / Uniform pricing / More frequent visits / Better loyalty programs /
Improve credit policies / Clarity in invoices / Timely credit notes / Innovative schemes)

Section 6: Digital Adoption & CRM

55. Do you use any digital portal or CRM system from PI to track schemes or orders? (Yes / No)

56. Have you used a CRM/portal from any competitor? If yes, which one and how was your experience?
(Text Response)

57. What features of competitor CRMs do you find most useful? (Text Response)

58. Do other companies offer better digital tools for billing/accounting than PI? (Yes / No / Same)

59. How would you rate PI’s digital support compared to competitors (1-5 scale)? (1-5)

60. Do you receive regular updates from PI via WhatsApp or mobile apps? (Yes / No / Rarely)

61. What is your preferred method for placing orders? (Company Rep / Phone Call / WhatsApp /
Dedicated Company App / B2B E-commerce platform)

62. Do you use digital payment apps (UPI, NEFT, dedicated B2B payment apps) for company
transactions? Rate their convenience (1-5 scale): (1-5)
63. How often do you use online platforms to track schemes, payouts, or ledger balances? (Daily /
Weekly / Monthly / Never)