01
Numeric distributionPresence across the outlet universe, by channelSector
FMCG and Retail Research in Oman
Traditional and modern trade measured outlet by outlet: distribution, shelf, price, promotion and the gaps between them.
In short
Does Quantum Gulf Marketing cover FMCG and retail in Oman?
Yes, and it is the sector our fieldwork is built around. Quantum Gulf Marketing audits FMCG food and non-food, technical consumer goods, domestic appliances, lubricants and tyres across Omani trade, covering hypermarkets and supermarkets, mini markets, large, medium and small groceries, pharmacies, coffee shops and e-commerce listings. We also build the outlet universes these samples are drawn from, which is what allows a distribution number to be projected to the country rather than merely described.
- Channels
- Hyper and supermarket, mini market, groceries, pharmacy, coffee shop, online
- Categories
- FMCG food and non-food, TCG, appliances, lubricants, tyres
- Methods
- Retail audit, census, merchandiser audit, shopper research, product testing
- Coverage
- All 11 governorates of Oman
What we measure
The things that decide this category.
02
Weighted distributionPresence weighted by outlet importance, not just count03
Share of shelfFacings counted and converted, not eyeballed04
Shelf positionLevel and block, because eye level is not the same as stocked05
Price and promotionShelf price with the promotional mechanic attached06
Out of stockThe gap, and the sales it is quietly costing07
Planogram complianceDeviation from the agreed layout, outlet by outlet08
Counterfeit presenceWhere the category is exposed to itQuestions
Common questions
Do you cover traditional trade as well as modern?
Yes, and in Oman that matters. A study built only on modern trade misses a large part of the picture in most FMCG categories.
Can you tell us our real distribution?
Only if there is a credible outlet universe to project against. Where one does not exist we build it first, because a distribution percentage without a denominator is not a measurement.
Have you run counterfeit studies?
Yes. Our work in Oman has included counterfeit studies in categories including baby diapers, shampoos and cigarettes.
Can you audit e-commerce listings too?
Yes. Online price and availability are captured alongside the physical shelf, and the disagreement between the two is frequently the finding.
How often should a retail audit run?
Monthly or quarterly for most categories. The right answer depends on how fast your category changes price and promotion.
Can you test products as well as audit them?
Yes. Product and sensory testing, including beverage testing, is part of our work in the Sultanate.
Start here
Tell us the question.
We will tell you how to measure it.
Send us the business decision you are stuck on. You will get a straight answer on whether research can settle it, what it would take, and what it would cost.
