Investigating Distribution Practices of Scientific Instruments Manufacturers in Ambala Cantt

Scientific Instruments Industry in Ambala Cantt has its roots in the country since pre-independence time. But, it is a predicament that till now this industry has remained a candidate of negligence. Even today, it is suffering from several problems and confronting many challenges. Many of the units are badly struggling for their survival. In current competitive world, gaining competitive advantage and exploitation of opportunities depends upon affirmative Marketing Practices. Likewise, this applies to scientific instruments industry as well. Keeping this backdrop, this paper initiates to examine ‘practices relating to channels of distribution’ by manufacturers in this industry. For the purpose, the manufacturing units are divided into micro, small and medium; and 150 manufacturers are selected. Then, data are collected by using a questionnaire. Findings remarked that the main sources of demand for scientific instruments industry originates from educational institutions and middlemen. Further, ‘selling through trade organizations’ is found to be a highly preferable way of distribution for all enterprises. ‘Direct sale to final consumers’ also came out as a preferred way; but, micro units are behind small and medium units. ‘Selling agents’ are found to be the main channel member of medium enterprises but not of micro. Considering factors of consideration for middlemen selection, it came out that goodwill, finance, promotional help and facilities like storage are the factors which are mainly considered by all the scientific units. ‘Cost of using middlemen’ is too found to be an important factor but makes little difference in case of medium enterprises. As this industry extremely rely on intermediaries, it is endorsed that there must be a fair play by these intermediaries for the benefits of trade in scientific goods both within and outside domestic boundaries. Also, the paper directs for further studies in related marketing and other allied areas for upbringing of this industry to that level where it should be