Arpit's SIP Project On "Retailer's Satisfaction"

A

Project Report

On

“Retailer’s Satisfaction”

Done At

Sethia’s Foods PVT. LTD.

School of Business and Management

Jaipur National University

Submitted To: Submitted By:

Prof. Rajesh Mehrotra Arpit Garg

Director M.B.A Pass 3RD

Preface

Training is the systematic development of the knowledge, skills and attitude

required by an individual to perform adequately a given task or job. It imparts

practical knowledge to an individual which in turn makes work more efficient

and more organized. In present times and age it holds great importance in an

individual professional development. My training in Sethia Foods PVT. LTD.

Has been truly a learning experience where, I explored my strengths and

weakness and it facilitated me in coming out with this project on Retailer’s

Satisfaction. I got to know about the various ways to satisfy retailers. By this

study I got to know how to retain the good retailers and increase the sales. After

the study I have come out with some interesting findings which one can explore

in my project.

Acknowledgement

‘When a person is help, guide and co-operated his or her is bound to pay

gratitude.’

My summer Internship Training (SIP) experience has been filled with

interesting challenges and people that I will appreciate forever; numerous

people have contributed in varying capacities which permitted completion of

this project. I would like to begin by thanking Mr. Ajay Sethia for guidance,

constant inspiration & keep interest shown during the project. I deliberate my

profound sense of gratitude to him.

It is not a single man’s effort which is sufficient for the accomplishment of a

research various factors, situations and person integrate to provide background

for accomplishment of a task requires the effort of so many people and the work

is no different.

I extend my sincere thanks to all the members of Sethia’s group family who

have made my stay in Sethia’s group most fruitful and a learning experience. I

also sincerely thank to my JNU teachers for allowing me takes up the in

Sethia’s Group.

Declaration

I hereby declare that the project Titled “Retailer’s Satisfaction” is an original

piece of research work carried out by me under the guidance and supervision of

Mr. Ajay Sethia. The information has been collected from genuine & authentic

sources. The work has been submitted in partial fulfilment of the requirement of

M.B.A to our college.

Place: Bikaner

Date: 25/07/2015

Arpit Garg

M.B.A (Pass 2 nd )

CERTIFICATE

TITLE INDEX

CHAPTER NO. LIST OF CONTENTS PAGE NO.

1 Executive Summery 8-10

2 Introduction 12-16

3 Objective and Scope of the project 18-19

4 Company Profile 22-28

5 SWOT Analysis 29

6 Research Methodology 31-36

7 Data analysis and Interpretation 38-44

8 Findings 46

9 Suggestions 48

10 Limitations of the project 50

11 Conclusion 52

12 Bibliography 53

13 Annexure 55-59

14 Case Study 61

CHAPTER -1

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project titled “STUDY OF RETAILERS SATISFACTION TOWARDS

PRODUCTS AND SERVICES OFFERED BY MILAN PRODUCTS IN

BIKANER CITY” was done for Sethia’s Food Pvt. Ltd.

Summer internship is known to be a student’s first brush with cooperate world.

This is the time for the students to put words and theories into action. This

opportunity to integrate classroom learning with real life situation. While doing

the project students are placed under the guidance of a manager who serves as a

mentor.

This project report deals with Satisfaction of retailers towards products and

services offered by Milan. Using the questionnaire for retailers.

The objectives of this topic are-

.To understand various problems faced by retailers of Milan product.

.To analyse complaints of retailers towards products and services of Milan.

.To study/identify retailer’s satisfaction level towards Milan products and

services.

.To develop effective solution to the problems faced by retailers.

The project is carried out depending on the various data which are obtained from

both primary source (direct interview with retailers) and the secondary sources

(the website of the company, books, and print media).

Satisfaction is a result of a product related experience and this question reflects

the overall opinion of a consumer’s experience with the product performance.

Satisfaction and attitude are closely related concepts. The psychological concepts

of attitude and satisfaction may both be defined as the evaluation of an object and

the individual relationship to it.

Anything that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a want or need, include physical objects, persons,

organizations, and ideas is called as product.

Services mean the work done by one person which is helpful to another person

and these are intangible in nature. It is an act of help and assistance.

The analysis is made studying the questionnaire and observation which was

distributed among 300 Retailers to find their response about the various questions

asked related to the satisfaction level and problems faced by them, conducted in

Sethia’s Food Pvt Ltd.

The sampling method is using conveyance sampling, the total size of sample is

300 for retailers. The data and interpretation done through pie chart, percentage,

bar diagram and table.

The major findings of the study are related with the Milan products and services

offered to retailers in Bikaner city which includes the retailer’s stock more

products of Milan namkeens as compare to another company products. Retailers

were also satisfied with the distribution network of Milan, information regarding

new schemes and discounts. They were also satisfied with the sales person of

Milan. The retailers were dissatisfied with the credit facilities provided by Milan

in Bikaner city.

The few suggestions for Milan from the researcher are-

Delivery of goods should be increased in number for proper catering in the

entire area of Bikaner Central region effectively and efficiently.

The company should supply its glow sign board, banners etc.as an

advertisement media to the retailers of few areas, which will as usual for

satisfaction of retailers.

Credit facilities should be provided to retailers to satisfy their needs regarding

payment.

The conclusion of the survey is based on the objectives of the study i.e. various

problems faced by retailers of Milan product, complaints of retailers towards

products and services of Milan, retailers satisfaction level towards Milan

products and services and effective solution to the problems faced by retailers.

INTRODUCTION TO THE INDUSTRY

Introduction of the Sweet and Namkeen Industry In India

India, One of the largest snack markets in world, has a market of value $ 1

billion and over 4 million tonnes in terms of volume. The industry has been

growing around 16% for the last three years and branded segment is growing

around 25% per annum.

The Indian candy market is currently valued at around $664 million, with about

70 per cent share ($ 461 million) in sugar Confectionery and the remaining 30

per cent ($ 203 million) in chocolate confectionery. The organised market for

confectionery in India is valued at Rs 2,000 crore. As per the study by Euro

monitor, the Indian sugar confectionery market is projected to expand at a

compounded annual growth rate (CAGR) of 10%.

With demand for high-end confectionery going up, India is becoming an

attractive place for foreign investments with large multinational companies

entering the Indian chocolate & confectionery market. Alongside Confectionery

and chocolate Industry, Snack food industry has tremendous growth

opportunities in the country. Growing population, rapid urbanization, changing

consumer preferences etc are expected to keep the demand increasing in future

too. With a well-integrated supply chain and a good marketing strategy, a

tremendous opportunity lies for these industries industry in India.The Indian

snack market offers around 1,000 snack items. The branded namkeen segment

consists of 40% market share of the total salted snacks market in India. The

market leaders that own all the to namkeen brands in India is Haldirams that has

a market share of 41 %

The sweet and confectionery industry in India has grown significantly in the last few years. The industry encompasses manufacturing of a variety of sweet products, snacks, sherbets, namkeens and many more items. Popular products of the sweet and confectionery industry in India includes Bengali Sweets, North

Indian Sweets, Badam Pista, Bhujiya, Papad, Raj Bhog, Rasmalai, Pista Burfi, Kaju Roll and Ladoo.

The sherbets manufactured by these companies are available in a large number

of varieties like rose, pineapple, orange, kesar, badam and kulfi. The Sweets and

Confectionery Manufacturers in India also offer a wide variety of snacks such

as Kachori Sabzi, Gola (Ice Balls), Raj Kachori, Dahi Bada, Shahi Kofta,

Paneer Roll, Idly Dhokla, Gol Gappe, Mirch Pakora and so on. Fresh milk

sweets and pure ghee sweets are also offered by the sweet and confectionery

manufacturers in India.

Some of the most Leading Sweets and Confectionery Manufacturers in India are

Bikanervala Foods Private Limited, Brijwasi Sweets, Kaleva india, Punjabi

Chandu Halwai, Suleman Mithaiwala, Priya Gold and Ganguram Sweets. These

companies sell their products under their own brand name and also export them

to many countries. Indian sweets are highly acclaimed in the international

markets as they can be used as gift items and traditional items in any festival or

holy ceremony. The companies also offer gift packs for their products and

manufactures exclusive items for festivals and special occasions.

The Namkeen Market:

As the ethnic foods category is growing, cash-rich companies make a beeline for a share of the salty snacks market. Around 1,000 snack items are sold in India .Spanning various tas tes , forms, textures , a romas , bases , s izes , shapes and f i l l ings . Some 300 types of savour ies se l l here and the overa l l snack product market ( inc lus ive of sweetmeats) i s estimated at Rs.25,000 crore.The branded salty snacks market (size: 1200 Crores) is 40% of the total market (size:3000 Crores), it's bustling nevertheless. The branded segment is increasing at the rate of 25% per annum whereas the entire market is increasing at the rate of 7%. In the past 2-3years the unbranded sector has witnessed a decline of 5% per annum. Indians seem to be snacking on ethnic foods with a vengeance. This is good news for the corporate sector, given that the past few years have seen a perceptible shift towards the branded sector at the cost of the unbranded segment

Major Players in Sweets and Namkeen Industry in India

1. Bikaji Foods International LTD. Bikaji Foods International Ltd. (formerly Shivdeep Industries Ltd.) was

founded in 1987 at Bikaner, Rajasthan by Shri Shivratan

Agarwal.Bikaji is a leading brand in India and other countries .Core

products line – Bhujia, Namkeen, Papad, and Snacks & Sweets. Select

raw material -Procured from best in their category, Processed in an

isolated and hygienic environment, Un-touched by human handState-of-

the-art automated packaging machinery. Highest production

of Bikaneri Bhujia in India – 50 Tons per

day.3rd largest Papad manufacturer in India. More than 100 varieties

of Namkeens, Snacks & Sweets. More than 400 distributors across India

and abroad.80% market share in Rajasthan and Assam. Thus, Today

Bikaji has reached a great height of Success.

2. Haldiram's

Haldiram's was founded in 1937 by Gangabisenji Agrawal, as a retail sweets and namkeen shop in Bikaner, Rajasthan.. Haldiram was ranked 55th among India's most trusted brands according to the Brand Trust Report, a study conducted by Trust Research Advisory. Today Haldiram’s is 4 million dollar brand. Globally, Haldiram’s products are now available in over 50 countries and occupy “considerable shelf space” in supermarkets like, Tesco, Somerfield, Spinneys and Carrefour, according to the company’s website.

In India, Haldiram’s also runs restaurants serving Indian street food specialties. On average, according to the company, the restaurants use up 3.8 billion liters of milk, 80 million kilograms of butter, 62 million kg of potato and 60 million kg of pure ghee each year.

3. Bikanervala

Strong brand name with rich history of over 100 yearsNumerous Bikanerwala

showrooms serving multiple cuisines along with traditional sweets and snacks.

Number of products like sweet, bakery products, namkeens, chats and other fast

food. A strong brand in ‘Bikano’ manufacturing world class packaged

namkeensand sweets. Trusted brand for its quality, hygiene and taste .Strong

distribution network making the products available in India and abroad.

Innovation through use of technology in packaging.

Brands:

Bikanervala

Bikano

Bikano Chat Café

Angan

4. Lehar Foods PVT. LTD. Lehar was launched in 1996, with innovative small packs and traditional

flavours. The brand positioned itself by emphasizing its irresistible taste

and using modern imagery. Lehar was re-launched in 2006 and

positioned itself using the plank ‘Taste zyaada kyunki oil taza’. It

promised to deliver good taste through the use of fresh oil in the

manufacturing process.

5. Balaji Wafers & Namkeen Balaji's Valsad unit, which has a wafer manufacturing facility of 2,200 kg

per hour, is one of the largest potato chips-making units in Asia. The

company had sourced the entire plant from USA, Australia, Netherlands,

Germany, Japan and China. Balaji’s share of the local potato and

vegetable chips market grew to 13.7% in 2012, from 9.5% in 2008,

”according to researcher Euro monitor, while PepsiCo’s share fell from

69.7% to 56.8%. Balaji also dominates in the western market with a share

of 70%. In its home state Gujarat, it has a share of 90%

OBJECTIVE AND SCOPE

OF STUDY

Object and Scope of the Project

Objective of the Study:

A project cum training is an essential part of post management course in

management (Marketing) curriculum.

Executive training was undertaken on the following objectives:

To understand various problems faced by retailers of Milan product.

To analyse complaints of retailers towards products and services of

Milan.

To study/identify retailers satisfaction level towards Milan products

and services.

To develop effective solution to the problems faced by retailers.

It also helps to make improvements in service and quality of the Milan products,

for their long term existence in the market and earning profit.

Scope of the Study :

The geographical scope of study is limited to areas of Bikaner city, which

includes:

1. Kote gate 6. Khaturia Colony

2. Vyas Colony 7. Pawan Puri

3. Station Road 8. Udasar

4. Samta Nagar 9. Ginani

5. Bichwal 10. Jail Well

Scope of this project is limited to all the products and services of MILAN

offered by Sethia Foods PVT. LTD. Bikaner.

Functional scope of the study is limited to study of retailer’s problems,

complaints and finding out their level of satisfaction.

INTRODUCTION

OF THE COMPANY

Introduction of the Company

Industry Profile:

INDUSTRY NAME: Sethia’s Food Pvt. Ltd.

ADDRESS: F-263-264, Bichhwal Industrial Area,

Bichhwal, Bikaner, Rajasthan 334006

LOCATION: Bikaner (Rajasthan)

Company Overview

Vision:

To provide the best quality, hygiene and competitively priced food products

To our customers worldwide, meeting their ever-changing demands and

Thereby building consumer loyalty.

Mission

To implement the best in technology, research and development

Procure best available raw materials

Make brand 'Milan' reach international domains

Sustain growth trajectory by fulfilling stakeholders' expectations

Attract and attain customer loyalty with high value products and

services.

Goal

To provide our customers Perfect Taste and Quality in the Best of Packaging.

Bikaner...the land of the great Thar Desert where the wind carves every day a

new design, a new pattern of waves on the soft silky sand of Desert dunes. The

land which beckons you for its world famous traditional snacks of Bhujia,

Papad, Namkeen and sweets. Sethia Foods began as a very first step taken by

Shri Utam Chand Sethia to carry out the unmatched heritage of Namkeen and

Snacks of Bikaner in the year of 1975. Today, that initial step became a long

journey of experience and use of time tested recipes allows them more than 27

varieties of different snacks, namkeen and sweets which gives to taste the real

heritage of Bikaner.

"Milan" Sweets & Namkeens. Established in 1980, under the able guidance of

Ajay Sethia’s mother late Smt. Bhawari Devi Sethia, his firm M/s Sethia Sweet

Products has made its mark as an icon of packaged Sweets & Namkeens. Its

products especially 'Canned Rasgulla' is being sold across the horizons of India.

Their strong network of distributors comprises of efficient people from the

heights of Leh-Laddakh to the saline bed of Trivandrum, from the peaks of

Arunachal Pradesh to the Dunes of Rajasthan.

The products manufactured by Milan enjoy premium brand status in the market

and have loyal patronage of the customers. To continue with the process of

understanding their customers who have always desired quality products

(especially Rasgulla from "Milan") their new offerings in true traditional taste

are Bikaneri Bhujia, in the brand name of "Sethia's", along with the varieties of

other Namkeens and Papads in various Packing.

M/s Sethia Sweet Products, never miss an opportunity to express their gratitude

towards their loyal customers from urban regions to rural areas who love to

relish "Milan Rasgulla".

MILAN..... The companion of all, of all ages, for all ages.

Quality Assurance

SETHIA SWEET PRODUCTS is an ISO 22001:2005 Certified Company

engaged in the production of Traditional Indian Sweets and Namkeen. It is

prominent manufacture and supplier Gulab Jamun, Rasgulla, Papad &

Namkeen. They are accessible under the brand name of Milan.

Quality" You may say that quality is the synonymous of Milan. Always be

assured about the quality standards of Milan, from the very first step of

purchasing the raw material till the last process of packaging and delivering of

the finished food products you would find quality standards. We adherence to

the quality of real Bikaneri Namkeen for that the raw material we purchased is

truly from the soil of desert land so that you can get the real magic of Bikaneri

Namkeen after that every raw material goes to Lab- testing via technical

supervisor. During the processing of making we equipped with best hygienic

plant so that you get the perfect quality of food items. After getting the

assurance of finished goods treated we used a highly standards packaging

material, which keeps good and healthy food for long period

Network

Milan’s well established distribution and logistic support helps us in spreading

the business in the national as well as international markets.' We have a good

supply chain at major parts of our country. New Delhi, Jaipur, Bikaner Mumbai,

Hyderabad, Kolkata, Guwahati

Market Opportunities:

The average annual per capita consumption of commercial snacks is just 500g

and that by urbanites is 10 times more than that by rural consumers. This may

be since most rural houses make these at home or buy from the local vendors

that come in the unorganized market. Consumers from Western India are the

leading snack consumers, followed by the North. While the domestic ethnic

snack foods industry is hugely diverse, has easy access to indigenous

technology and involves low entry barriers, standardization of product quality

and backward links to testing facilities are at woefully low levels. Naturally,

opportunity is screaming from the roof tops .K.P. Sareen, Executive Secretary,

All India Food Processors' Association, calls it the third phase of the evolution

of the salted snacks market. The first two, he says, dealt with development and

nurturing of tastes respectively. The big question is whether branded players

will edge past their unbranded counterparts? Brand marketers say they will.

Factors like hygiene and quality is steadily bringing about a switch from

unorganized to branded namkeens. One will not grow at the cost of the other

and that both categories will co-exist

Products

1. Bikaneri Bhujia

Description/ Specification of Bikaneri Bhujia

Made of pure Moth & Gram Flour without any artificial flavours & colours. Real Bikaneri Taste.Supplier Product Code : SSP5Main Markets/Key Customers : IndiaDelivery Lead Times : 15 - 20 DaysPayment Terms : AdvanceMin Quantity : 2

2. Millan Rasgulla

3. Mast Milan Namkeen

Description/ Specification of Mast Milan Namkeen

A mixture of various namkeensSupplier Product Code : SSP8Main Markets/Key Customers : IndiaDelivery Lead Times : 15 - 20 DaysPayment Terms : AdvanceMin Quantity : 2

4. Kurram Kurram Namkeen

Description/ Specification of Milan Rasgulla

Made of pure cow milk & sugar. Very spongy & contains Rich Protein

Supplier Product Code : SSP1Main Markets/Key Customers : IndiaDelivery Lead Times : 15 - 20 DaysPayment Terms : AdvanceMin Quantity : 2

Description/ Specification of Karram Kurram Namkeen

Crispy & Crunchy bhujia made of Potatoes & other Spices.Supplier Product Code : SSP6Main Markets/Key Customers : IndiaDelivery Lead Times : 15 - 20 DaysPayment Terms : AdvanceMin Quantity : 2

SWOT Analysis

Strength:

1. Affordable prices.

2. brand name with rich history of over 40 years

3. Number of products like sweet, namkeens, chats, papads and other fast

food.

4. Loved for its taste, especially for its rasgulla.

5. Trusted brand for its quality, hygiene and taste

6. Exported too many countries.

7. Products available in gift packs making it an ideal gift.

Weakness:

1. Limited number of stores.

2. Strong competition from the unorganised sector also means limited

market share.

3. Less advertising is done compared to other food brands.

Opportunities:

1. Introduce healthy snacks like fat free, low calories and baked.

2. Advertise itself on various platforms.

3. Increase its presence in international markets.

Threats:

1. Increase in cost of raw materials.

2. Increased competition from other brands and local players.

Research

Methodology

RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is defined as “A careful

investigation or enquiry especially through search for new facts in any branch of

knowledge.”

Research methodology is considered as the nerve of the field work or any project.

Without proper well organized research plan, it is impossible to complete the

project and reach to any conclusion. The project was based on the survey plan.

The main objective of survey was to collect appropriate data, which work as a box

for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic

behind the methods used in the context of a research study and it explains why a

particular method has been used in the preference of the other methods.

Definition

“Marketing research is a systematic gathering, recording and analysis of

marketing problem to facilitate decision making”.

Coundiff &

Still

“Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the marketing

of goods and services.”

Phillip

Kotler

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research

problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.

(3) Determine the information needed.

(4) Determine the sources of information.

(5) Decide research methods.

(6) Tabulate, Analyse and interpret the data.

(7) Prepare research report.

(8) Follow-up the study.

Descriptive research

It is well structured. It can be complex a high degree of scientific skill on the

demanding a high degree of scientific skill on the part of the researcher. It can be

taken in certain circumstances. When the researcher is interested in knowing the

characteristic of certain groups such as age, sex, education level, occupation or

income a descriptive study may be necessary.

RESEARCH DESIGN

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is

the key to the evolution of successful marketing strategies and programmers. It is

an important tool for study buyer’s behavior, consumption pattern, selling pattern,

brand loyalty, and focus market changes.

SAMPLING METHOD

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this project is two state sampling i.e.

cluster sampling and convenience sampling. The total sample size was 300

retailers.

Convenience sampling

This type of sampling is chosen purely on the basis of convenience and according

to convenience. Researcher visited retailers, malls stores.

SAMPLING DESIGN

Survey for Retailer’s

Sampling techniques - Non probability sampling (Convenience)

Sample unit - Retailer’s those are selling soft drinks.

Sample size - 300 retailers.

Method - Interview through structured Questionnaire.

Data analysis method - Pie chart, Bar, Percentage.

Area of survey - Bikaner city.

Data-sources-

Retailers/Dealers (Hotels, Restaurants Sweet shop, Pan Shop, General Stores, etc.)

Depot internal Company’s Record etc.

DATA COLLECTION METHOD

There are two types of data Viz., Primary Data and Secondary Data. The

primary data are those which are collected a fresh and for the first time and thus

happen to be original in character. The secondary data, on the other hand, are

those which have already been passed through statistical process while doing our

research I had taken the help of both primary data as well as secondary data for

analysing the results.

METHOD FOR COLLECTING PRIMARY DATA

During survey the primary data collected from structured Questionnaire. In this

survey method a questionnaire is personally given to the respondent from the

selected sample with a request to answer the questions and return the

questionnaire. A questionnaire consists of number of questions relevant to the

research problem, printed or typed in a definite order on the form or sets of

forms. The questionnaire is personally provided to respondents under the

guidance of the researcher, who are then expected to read, understand and write

down the reply in the space meant for answering various questions in the

questionnaire itself.

SOURCES FOR COLLECTING SECONDARY DATA

Secondary data collected from various magazines, internet and various books. For

the collection of secondary data various articles and researches from news

journals, company internal records, and personal researches relevant to the

research problem have been included.

All the findings and conclusion obtained on the survey done in the working area.

With the limit, I tried my best to select the sample representative of the whole

group. During my job training I maintained different routes during my dealer

survey. I have collected data from the Depot of Bikaner under the organization

itself.

QUESTIONNAIRE

This is the most popular tool for the data collection. Researcher designed

questionnaire according to the topic and objective of the research project,

researcher used three type questionnaire methods into data collection, i.e.

Multiple choice questions

Open end questions

Dichotomous

Multiple Questions

Multiple questions researcher used because many option in this kind of questions

and easy for getting response from respondent. Researcher used 16 multiple

questions.

Questions of this type offer the respondents an alternative to choose the right

answer among others. It is faster, time saving and less biased. It’s also simplifies

the tabulating process.

Open end Questions

Open end question basically put know about respondent answer in there form, but

most of the respondent just blank it, and go with another question. One open end

question used in this project.

In this type respondent are free to answer in their own words and express the ideas

they think are relevant.

Dichotomous

Dichotomous question very simple and any one can able to answer that particular

question teenage, young and old. Two dichotomous questions used in this project.

These are the questions which are Boolean in nature.

These answers are straightforward and respondent have to answer them in a

straight way. That means the answer can only be either ‘Yes’ or ‘No’.

DATA ANALYSIS

AND

INTERPRETATION

DATA ANALYSIS

STOCK AND SALE OF Namkeens and Sweets

RESULT NO. OF RETAILERS %

YES 300 96%

NO 11 4%

TOTAL 311 100%

96%

4%

STOCK AND SALE

YESNO

Interpretation:-

96% retailers stock and sale the Namkeens.

Rest 4% retailers did not sale the Namkeens.

Inference:-

From this above chart researcher found that majority of retailer’s stock and sale

Namkeens.

BRAND OF NAMKEEN’S YOU STOCK IN YOUR OUTLET

SOFT DRINK BRANDS

NO. OF RETAILERS (OUT OF 300)

%

BIKAJI 300 100%HALDIRAM 244 81%MILAN 90 30%OTHER 20 7%

BIKAJI HALDIRAM MILAN OTHER

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

100%

81%

30%

7%

NAMKEEN'S AVIALABLE

BRAND

% O

F R

ET

AIL

ER

S

..

Interpretation:-

100% of retailers stock Bikaji

81% of retailers stock Haldiram.

30% of retailers stock Milan.

And remaining 7% retailers maintain stock of other Namkeen’s.

Inference:-

From the above bar graph the researcher found that sale of Bikaji’s products is

higher than other Namkeen’s.

PRODUCTS OF MILAN MAINLY SOLD BY YOU

PRODUCTS NO.OF RETAILERS %Milan-Rasgulla 41 14%Milan-Bhujia 13 4%

Milan-Rajbhog 34 11%ALL 212 71%

TOTAL 300 100%

Rasgulla Bhujia Rajbhog ALL0%

10%

20%

30%

40%

50%

60%

70%

80%

14%

4%

11%

71%

MILAN PRODUCTS SOLD

PRODUCTS

% O

F R

ET

AIL

ER

S

.

.

Interpretation:-

Out of 90 retailers-

14% retailers sold the product Milan Rasgulla.

4% retailers sold the Bikaneri Bhujia.

11%retailers sold Milan Rajbhog.

Rest 71% retailers sold combination of all the products together.

MILAN PRODUCTS MAINLY STORED AND SOLD AS PER VOLUME OF PACK

PACK 200 gm. 400 gm. 1kg 2kgs TOTALRETAILERS 9 45 18 18 90

% 10% 50% 20% 20% 100%

200gm 400gm 1kg 2kg0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

10%

50%

20%20%

PACK STORED AND SOLD

Column2

% O

F R

ET

AIL

ER

S

.

Interpretation:-


10% retailers sold 200gm packs.

50% retailers sold 300gm packs.

20% retailers sold 1kg packs.

20% retailers sold 2kg packs.

Inference:-

From this question it was observed that the pack of 400 gm. was more stored

and sold by the retailers which is followed by pack of 1kg and 2ks pack.

KIND OF SIGN BOARD 0F PEPSI PROVIDED BY THE COMPANY

SIGN BOARD GLOW SIGN BOARD

FLEX BOARD DEALERS BOARD

NO SIGN BOARD

TOTAL

RETAILERS 15 55 13 7 90 % 16.67% 61.11% 14.44% 7.78% 100%

16.67%

61.11%

14.44%

7.78%

SIGN BOARD

GLOW SIGNBOARDFLEX BOARDDEALERS BOARDNO SIGN BOARD

.

Interpretation:-


16.67% retailers had glow signboard provided by Milan.

61.11%retailers had flex signboard.

14.44% retailers had dealers board on their outlet.

Remaining 7.78% retailers did not have any signboard.

Inference:-

From this question the researcher found that Milan had provided maximum no.

of flex sign board to retailers which is followed by glow sign board.

SATISFIED WITH THE SERVICES RENDERED BY MILAN SALES

MAN

SATISFACTION LEVEL

HIGHLY SATISFIED

SATISFIED NEUTRAL DIS SATIFIED

HIGHLY DIS SATISFIED

TOTAL

NO. OF RETAILERS 15 54 11 8 2 90% 15.55% 60% 12.22% 8.89% 2.22% 100%

HIGHLY SAT-ISFIED

SATISFIED NEUTRAL DIS SATIFIED

HIGHLY DIS SATISFIED

0%

10%

20%

30%

40%

50%

60%

16%

60%

12%

9%

2%

SERVICES OF MILAN SALES MAN

SATISFACTION LEVEL

% O

F R

ET

AIL

ER

S

..

Interpretation:-

16% retailers were highly satisfied with the services rendered by Milan sales

man.

60% were satisfied and 9% were not satisfied with the sales man of Milan.

Inference:-

It was found that most of the retailers were satisfied with the services provided

by the sales man.

ORDERED GOODS RECEIVED ON RIGHT TIME AND IN RIGHT

QUANTITY

TIME PERIOD ALWAYS SOMETIMES NEVER TOTALNO. OF RETAILERS 72 12 8 90 % 80% 13.33% 8.89% 100%

ALWAYS SOMETIMES NEVER0%

10%

20%

30%

40%

50%

60%

70%

80%80%

12%9%

RECEIVED GOODS ON TIME AND IN RIGHT QUANTITY

TIME PERIOD

% O

F R

ET

AIL

ER

S

.

Interpretation:-


80% retailers received the ordered goods on time.

12% retailers sometimes received on time and 9% retailers never received on

time.

Inference:-

So the researcher observed that Milan provided goods on right time and in right

quantity as it is mention in the above chart.

FINDINGS

FINDINGS

1. It was found that majority (96%) of retailers stock and sale namkeens

followed by 4% of retailers who did not stock and sale the Namkeens.

2. From the research, the researcher found that all of retailers (100%) had

availability of Bikaji Namkeens where as 81% of retailers had Haldiram

and from 300 retailers 30% had Milan and 7% for others etc.

3. The researcher found that majority of retailers (71%) sold all products of

Milan Rasgulla’s.

4. It was found that 50% of retailers mainly stored and sold 400 gm pack

and 20% of retailers for 2 kgs. Pack whereas rest of retailers stored and

sold 200 ml and 1kgs pack.

5. It was observed that 61.11% of retailers had flex sign board whereas very

few of retailers (7.78%) had no sign board which is lowest in

interpretation.

6. It was found that 60% of retailers were satisfied with services of Milan’s

sales man where as 15.55% retailers were highly satisfied with services

rendered by Milan’s sales man and 2.22% of retailers were highly

dissatisfied with the services of Milan’s sales man.

7. From research it was found that majority of the retailers (80%) always

received the ordered goods on time and in right quantity where as 8.89%

of retailers never received on time.

SUGGESTIONS

SUGGESTIONS

A healthy relationship should be developed by the company executive

with the retailers.

Delivery of goods should be increased in number for proper catering in

the entire area of Bikaner Central region effectively and efficiently.

The company should supply its glow sign board, banners etc.as an

advertisement media to the retailers of few areas, which will as usual for

satisfaction of retailers.

The commitment of schemes should be carried out on or before the

scheduled time.

Credit facilities should be provided to retailers to satisfy their needs

regarding payment.

The Company should be regular to its products so as for proper

availability at each and every retail outlets. Otherwise it may lose its

consumer and prospects. Thus distorting the image of the company.

Distributor and retail outlets feedback should be taken time to time so as

to trace the actual existing problem related to there and the market.

The visits of the sales man should be increases at retail outlets for

knowing the response about availability of Namkeen’s.

LIMITATIONS

OF

STUDY

Limitation of Study

The finding of the study may not be applicable to other places except

BIKANER..

The respondents were too busy to give exact answer to all questions.

There is chance of under estimation of sales and income as it is the

nature of human beings.

There are chances of sampling error.

Chances of biased data collections to respondents.

CONCLUSION

Conclusion

1. From the first objective it is concluded that 60% of retailers were satisfied

with the services of Milan’s sales man. It was also found that 80% of

retailers received the ordered goods on time and in right quantity.

2. The analysis of satisfaction level of retailers towards new schemes and

discounts i.e. 39% of retailers were highly satisfied with the same. The

researcher also found that 48% of retailers dissatisfied with the credit

facilities. The retailers were also satisfied with the display seasonal

schemes of Milan.

3. It is concluded that the retailers were satisfied with the stock delivery and

emergency order to some extent. It was also found that 44% of retailers

were satisfied with the distribution network of Milan where as 49% of

retailers were fully satisfied with meetings organized by the company.

BIBLIOGRAPHY

Text Books:-

Ramaswamy V S, Namakumari S, “Marketing Management”, published

by MACMILLAN Business Books. 3rd edition.

Kotler Philip, “marketing management” Published by Persons education,

11Th edition.

Kotler Philip, killer, koshy, Jha, “Marketing management” Published by

Persons education, 12Th edition.

Kothari C.R., “Research methodology”, Published by New age

international Pvt. Ltd. 2nd Edition.

Websites:

www.sweetandsnacktecindia.com

en.wikipedia.org

www.milanrasgulla.com

www.tazarasgulla.com

www.google.com

ANNEXURE

ANNEXURE

QUESTIONNAIRE

(FOR RETAILERS)

NAME OF OUTLET- -----------------------------------------

ADDRESS- -----------------------------------------

Q1. Do you stock and sale Namkeens?

(a) Yes

(b) No

Q2. Which Namkeen brand, do you mostly stock in your outlet?

(a) Bikaji (b) Haldiram

(c) Bikano (d) Other

Q3. Which product of Milan, do you sell?

(a) Bhujia (b) Rasgulla

(c) Rajbhog (d) All

Q4. Which volume of pack, do you stock and sell more?

(a) 200gm. (b) 400gm.

(c) 1 kg. (d) 2kg.

Q5. Which sign board Milan has provided you?

(a) Glow signboard (b) Flex board

(c) Dealers board (d) No sign board

Q6. Are you satisfied with the services rendered by Milan’s salesman?

(a) Highly satisfied (b) Satisfied

(c) Neutral (d) Dissatisfied

(e) Highly dissatisfied

Q7. Do you receive the ordered goods on right time and in right amount?

(a) Always (b) Sometimes

(b) Never

Q8. What is the frequency of visit by Milan’s salesman to your outlet?

(a) Daily (b) Alternative day

(c) Weekly (d) Fortnightly

(e) Never

Q9. Are you satisfied with the visiting salesman?




Q11. Are you satisfied with information provided by Milan’s salesman

regarding new schemes and discounts?




Q12. Which scheme do you like the most?

(a) Trade Discount (b) Scratch card

(c) Extra Benefits (d) Display scheme

Q13. Are you satisfied with the credit facility given by Milan?




Q14. Are you satisfied with display and seasonal scheme?




Q15. How do you rate Milan products and services for the following?

Parameters?

Parameters/

Rating

Highly

satisfied

Satisfied Neutral Dissatisfied Highly

dissatisfie

d

(a) Stock

delivery

(b) On emergency

order

(c) on availability

of all packs

(d) on schemes

and offers

Q16. Are you satisfied with the distribution network of Milan?




Q17. Are you satisfied with the meetings organized by the company?

(a) Fully satisfied

(b) Partially satisfied

(c) Not at all

Q18. In your opinion, does the salesman is able to solve your problems and

Complaints?

(a) Always

(b) Sometimes

(c) Never

Q19. Any suggestion for betterment of Milan products and services?

……………………………………………………………………………………

……………………………………………………………………………………

CASE STUDY

Globalisation and maximum profit fetching attitude, drive many companies to

nourish their retailers/distributors. Retailers/Distributors satisfaction is the

buzzword of late 1990s, keeping in mind the importance of service as a major

marketing tool, the decisions resulting retailers/distributors enjoying a healthy

share in any company's strategic decisions. Such decisions retrieve further

importance because of non-predictability and uncertainty in working

environment. In this paper researchers propose a model based on American

Customer Satisfaction Index, ACSI, to evaluate the satisfaction level of

Retailers/Distributors. Data has been collected from 3 Distributors and 180

Retailers working with Nestle India Limited. One of the most important

concepts of marketing is satisfaction and for the past few decades has been

attracting interests for retailers as well. The model proposed for Nestle Retailer

Satisfaction Index viewed as a cause and model based on process, retailer

service and information and measured by multiple dimensions. This study

utilizes the data for 180 retailers only which makes it difficult to generalize the

results on the bigger level. Therefore, researchers are encouraged to cover more

retailers’ further. Retailers need to be well informed about various

products/services and they should be guided well in advance about the new

launches so that they can pass out this information to customers. Retailer

satisfaction index highlights certain areas for managers to work upon.

Managerial implications in implementing activities and certain schemes like

sales promotion, gifts, exchange offers may provide good future prospects.

Documents

Arpit's SIP Project On "Retailer's Satisfaction"