Awareness and dealings with suppliers

Customers are usually aware of several suppliers of particular products and services that they need.  They choose to deal with one or a few of these suppliers.

Market Research for supplier

From the supplier’s aspect - he needs to know how widely known and dealt with he is compared with his competitors.  Top-of-the-mind awareness is important when a customer reaches for the phone to place an order.  Who does he call first?  High awareness in a market leads to more orders.  A supplier needs to measure his awareness, as well as that of competitors, through marketing research.