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Ovum’s seventh biennial survey of wholesale customers found significant shortcomings between wholesalers’ performance and their customers’ demands, particularly in Price and Quality dimensions.


  • Established wholesale customers are seeking greater efficiency, responsiveness, and more complex services and solutions. At the same time, new types of wholesale customer are demanding greater flexibility from their suppliers.
  • Customer loyalty is decreasing as wholesale customers are more willing to buy from alternative suppliers to secure the services they require at the right price.

Features and Benefits

  • Understand which 13 criteria influence the buying decisions of wholesale customers most
  • Learn about different types of wholesale customers' priorities in their buying decisions
  • Discover how well wholesale suppliers are meeting the expectations of their customers
  • Understand where wholesale suppliers are falling short of customer expectations.

Key questions answered

  • What criteria influence the buying decisions of wholesale customers, and how do these vary by customer type?
  • How well are wholesale suppliers meeting the requirements of wholesale customers?
  • What must wholesalers do to improve their service to customers?

Table of contents


  • Introduction
  • Download 1: Wholesale Customer Survey 2015: Summary Findings
  • Methodology

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