The present competitive marketing environment demands effective role of distribution channels to create and develop a value-based infrastructure where companies can easily distribute their products into the consumers’ market. Relationship bonding between the channel partners and the company strengthens marketing efficiencies of the distribution function, which is supported by policies of the companies relating to joint business actions and value sharing. Both the tangible functional value and emotional functionalities play a vital role in the continuous success and the growth of distribution channel. The purpose of this paper is to understand the value-based distribution channel relationship for greater channel equity in fast-moving consumer goods (FMCG) sector.,The present study used a survey design to collect data from 156 FMCG channel members selected through stratified random sampling procedure. A five-point Likert-type scale was personally administered to obtain participants’ responses. Data were analysed using the Relative to an Identified Distribution (RIDIT) approach.,The findings of the current research paper have demonstrated that in the current competitive marketing environment, only the functional values are not enough. This research paper identifies that there is a strong need of emotional touch and linkages which leads to a symbiotic channel–company relationship and commitments in FMCG industry.,The present research is an original and innovative thought process of evaluating factors influencing the value-based distribution channel relationship for greater channel equity pertaining to FMCG industry by using the RIDIT approach.

中文翻译：

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建立渠道合作伙伴的意见以实现基于价值的关系

当前的竞争性营销环境要求分销渠道发挥有效作用，以创建和开发基于价值的基础架构，使公司可以轻松地将其产品分销到消费者市场。渠道合作伙伴与公司之间的关系绑定可提高分销职能的营销效率，这得益于公司有关联合业务行为和价值共享的政策的支持。有形的功能价值和情感功能在持续成功和分销渠道的增长中起着至关重要的作用。本文的目的是了解基于价值的分销渠道关系，以提高快速消费品（FMCG）部门的渠道公平性。本研究采用调查设计，通过分层随机抽样程序从156个快速消费品渠道成员中收集数据。亲自管理五点李克特型量表，以获取参与者的反应。使用相对于确定的分布（RIDIT）的方法对数据进行了分析。当前研究论文的结果表明，在当前竞争性营销环境下，仅功能价值是不够的。该研究论文指出，在快速消费品行业中，强烈需要情感接触和联系，从而形成共生的渠道－公司关系和承诺。