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SMEs Market Study

Background

Our client has a vision of enlarging their business with the SMEs as they had been focusing more on larger customers. Hence, the client wanted to better understand the SME customers and get a deeper understanding of the market.

Research Objectives

The aim of the study was to:

  • Gain knowledge of what decision markers in SMEs think of Maintenance & Repair Consumables (MRC) and Personal Protective Equipment (PPE)
  • To understand the factors responsible for buying patterns which adhere to SME requirements
  • Generate strategic insights for improving sales among the SME market
  • To identify the top brands related to MRC & PPE products and awareness level of various brands

Approach

The study was conducted using Computer Aided Telephone Interviews on 103 SMEs’ purchase decision-makers or influencers on the purchase of MRC and PPE. Our interviewers underwent training and mock interviews before the actual fieldwork and a dedicated overall project manager monitored the entire project.

Findings

Our client was the most salient brand in the MRC & PPE products with 38% mentioning the brand topmost in their minds. Consistent with its high brand saliency, the SMEs also exhibited very favourable disposition towards our clients’ brand. MRC & PPE products are most commonly purchased from retail/ hardware shops or local distributors. Our clients’ brand was also the top brand used across all MRC & PPE product types. ‘Price’ was the most important factor when selecting a specific product, followed by ‘functionality’ and ‘long lasting’. When selecting a supplier, ‘price’ was still a top consideration for SMEs, followed by ‘sales support’ and ‘technical support’.

Application

From the findings from this study, our client better understood the SME market with respect to MRC and PPE products. Our client also started placing more focus on SMEs, and are looking into coming up with low tier price products for micro businesses and also partnering with the government and craft programs on how to help their target segment. Our client also enhanced their visibility in retail/ hardware shops while strengthening partnerships with local distributors.

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