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Brand Name Importance
IPED's Channel Affinity Index study asked solution providers to score vendors in 15 different factors, criteria that the solution providers were also asked to weigh for their importance. The study found that database software VARs considered customer brand preference and the vendor's ability to meet project targets as the most important factors when working with a vendor, each accounting for 11 percent of the total score. Those were followed closely by the time and expense associated with changing or adding a vendor as a supplier. The least important factor, according to the VARs surveyed, was vendor support for formal planning, relative profitability with a specific vendor and vendor co-marketing support, each factor accounting for only 3 percent of the final score.
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