Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Factors Influencing Association of Intermediaries in the Supply Chain of Consumer Healthcare Brands Subject The topic of the resource Consumer healthcare; Distributor; FMCG; Intermediaries; Super stockist; Supply chain Description An account of the resource Purpose: The rural market in India provides tremendous scope for FMCG consumer healthcare companies to market their products because of a significant increase of rural purchasing power. Many empirical studies in this area highlight the challenges and opportunities for marketers in the FMCG space. Research articles are not in abundance to understand intermediaries' expectations in the supply chain specific to consumer healthcare products. The existing literature did not significantly address the challenges of channel partners in the rural market. The present study aims to determine the retailer expectations from manufacturers and channel members' mutual expectations in the FMCG distribution channel. Research design and Methodology: The present study adopted a qualitative research methodology. Fifty respondents from each level of distribution channel such as super-stockist, distributors and retailers in central India were identified and an interview method was adopted to collect the data. Results: Nineteen factors were identified to influence the intermediaries for involvement in the business with any FMCG brand. Factors like Profit margin, reverse logistics, credit terms, return on investment, timely payments were crucial for managing the expectations of all intermediaries. This study provides academic as well as practical implications in terms of enabling the industry to align its channel management strategies accordingly 2021 The Author(s) A. S. Suresh. All Rights Reserved. Creator An entity primarily responsible for making the resource Suresh A.S.; Vasudevan M.; Vinod S. Source A related resource from which the described resource is derived Journal of Distribution Science, Vol-19, No. 1, pp. 105-113. Publisher An entity responsible for making the resource available Korea Distribution Science Association (KODISA) Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.15722/jds.19.1.202101.1.105" target="_blank" rel="noreferrer noopener">https://doi.org/10.15722/jds.19.1.202101.1.105</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85102262932&amp;doi=10.15722%2Fjds.19.1.202101.1.105&amp;partnerID=40&amp;md5=a7ccc50836ee88573bb1a2f7034fb382" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85102262932&amp;doi=10.15722%2fjds.19.1.202101.1.105&amp;partnerID=40&amp;md5=a7ccc50836ee88573bb1a2f7034fb382</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17383110 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Suresh A.S., Associate Professor, School of Business and Management, Christ University, Bangalore, India; Vasudevan M., Second Author. Assistant Professor, School of Business and Management, Christ University, Bangalore, India; Vinod S., Third Author. Associate Professor, School of Business and Management, Christ University, Bangalore, India