Retailers Preference Towards Various Product Of Lion Foods Pvt
Ltd AUTHORS S.RAMYA First MBA, MAM College Of Engineering
(9629708873) R.KEERTHANA First MBA, MAM College Of Engineering
(9080164786) S.IKRAMULLAH First MBA, MAM College Of Engineering
([email protected]) ABSRACT
Marketingisthebackboneforthesuccessofany
organization.Astudyofretailerspreferencestowards
variousproductsinlionfoods,intrichywasconducted
bytheresearcher.Theobjectiveoftheprojectisto
identifythepreferencesoftheretailertowardsvarious
products.Someoftheproductsqualityandservice
qualityfeatureshasidentifiedsuchaspackaging,
labeling,specification,weight,complaintsandsamples.
Asampleof166wastakenandconveniencesampling technique was done using
a structured questionnaire. The
analysisofretailerpreferencewasdonebyusing
statisticaltoolsandbasedonitsuggestionsforthe improvements of
retailer perception was given. So that it helps to develop the
companies performance. INTRODUCTION
Liondatesisafinequalityandmodernpackagingofdatesan
ISO9001:2008certifiedcompanyandprivateltdisIndias largest dates
processing and trading company. The mission that inspires Lion
dates Impex pvt. Ltd 1000 plus employees is to Add vitality to
life. Creative packs are available in the market
rangingfromnormaldaytodaypackstogiftpacks,festival
packsandfamilypacksnotonlyinIndiabutineastasian
countriesandEuropealso.Marketingisaprocessof
communicatingthevalueofaproductsareserviceto
customers.Itisacriticalbusinessfunctionforattracting
customers.Productmarketingdealswithforestofthe7psof
marketingwhichareproduct,pricing,place,promotion,
physicalenvironment,processandpeople.Marketingcanbe
definedasthescienceandartofexploring,creatingand
deliveringvaluetosatisfytheneedoftheproductmarketata
profit.Marketingidentifiesandfulfilledneedsanddesires.It
definesmeasuresandquantitythesixoftheidentifiedmarket
andtheprofitpotential.Itpinpointswhichsegmentsthe
companyiscapableofservingbestanddesignsandpromotes
theappropriateproductsandservices.Retailerarepartofan
integratedsystemscalledthesupplychain.Theretailer
purchasesgoodsareproductsinlargequantityfrom
manufacturesdirectlyarethroughyear,wholesaleandthen selves smaller
quantity to the consumer for the profit. Retailing can be done in
either fixed location like stores or markets door
todoororbydeliver.Retailingincludessubordinatorservices such as
delivery. THEPRODUCTSOFFEREDBYLIONDATES ARE Lion Dates deseeded.
Lion Desert King dates. Lion Dates syrup. Lion Kashmir honey. Lion
Oats. Lion Tamarind. Lion Jam Mixed fruit, Dates and Pineapple.
Lion rose sharabat RETAIL MARKETING
RetailMarketingisthemultifaceted,systematicapproachof selling goods
/ services that satisfy specific needs of customers, adopted by
every business and not for-profit agency and group with a message.
It attempts to optimize organization's ability to make a profit.
RETAIL MARKETING MIX
RetailMarketingMixisthetermusedtodescribethevarious
elementsandmethods required toformulateandexecuteretail marketing
strategy. The mix may very greatly according to the
typeofmarkettheretailerisin,andthetypeof product/services.
MARKETING STRATEGY Amarketingstrategyisaprocessthatcanallowan
organization to concentrate its limited resources on the greatest
opportunitiestoincreasesalesandachieveasustainable competitive
advantage. A marketing strategy consists of a well
thoughtoutseriesoftacticstomakeamarketingplanmore
effective.Marketingstrategiesserveasthefundamental
underpinningofmarketingplansdesignedtofill marketneeds and reach
marketing. LITERATURE REVIEW Praveen kopalle and biswas (2009)
Suggestedthatuntilrecently,retailershavetakeneither/or approach to
competition. Either reacting fiercely to competitive
pricechangesorignoredthemalltogether.Today,however,
firmsmakesaconcertedefforttodetermineandquantity
competitiveeffects.Inthispaperwefocusedonhowpricing
andcompetitiveeffectsinteractasageneralphenomena particularly as it
applies to retailing. A general framework was
constructedthatenhancestheunderstandingoftheemerging
researchissuesintheareaofpricingandcompetitiveeffects
andweexaminetheirimplicationsforpractice.Theareasthat
showhighpromise/opportunity are in the online settingforall
typesofgoods-fashion,perishableandunderstandingthe
impactofcompetition.Otheropportunitiesinclude
understandingthepricingandcompetitiveaffectsinthe
perishablegoodscategorysoldinspecialty,discount,and convenience
store. Amit poddar and naveen donthu (2013)
Testedamodeloftradepromotionreceptivenessbyretailer, using data
collected from senior executives from a broad swath
oftheretailindustries.Bothpromotionsatisfactionand
relationshipsatisfactionwiththevendorplayedimportantrole in trade
deal receptiveness. Vendors could increase relationship
satisfactionbyemphasizingbenevolenceandenhance
promotionalsatisfactionbyimprovingtheirtradepromotion management
system and process. Song zhon (2012) Assessed service satisfaction
value of retailers developed from
fuzzyassessmentmethodsandapplytoquestionnaireanalysis
ofretailerservicesatisfaction.Subjectivejudgmentareoften vague and
it is not easy for retailer to express the satisfaction of
servicequalityusingandexactnumericalvalue,andsuggest
thenecessityofusingthefuzzyapproach.Applyingthefuzzy
approachservicesatisfactionvaluesareidentifiedand
organizedintofivebasicservicetypesserviceofclient
manager,orderingservice,deliveringservice,consulting service,
complaint service, and business environment. Juan chen and Anna
tikina (2011) Conductedanationwidesurveyofwoodproductsretailersto
examinetheirperceptionsrelatedtoforestcertificationandits
impactsinthemarketplace.Fourwidelyacceptedforest
certificationstandardsweretakenintoaccount:international
organizationforstandardization(ISO)14001,forest stewardship council
(FSC), sustainable forestry initiative (SFI),
andthecanadianstandardsassociation(CSA)z809standard.
Thesurveyinquiredabouttheeconomicimpactsofforest
certification,namelywoodpurchasingpoliciesandthe
potentialforpricepremiumsoncertifiedwoodproducts.The
responsesindicatedthatmostretailershadnoparticular
purchasingpoliciesforcertifiedproducts.However,they
reporteduptoa20%pricepremiumoncertaincertified
products,althoughthenumberofcustomerswhorequest
certifiedwoodproductswassmall(lessthen10%).The
retailersalsoindicatedthatthemostimportantreasonfor
buyingorsellingcertifiedforestproductsrevolvedaround
improvedcompanyimage,beinganenvironmentalfeltthat
forestcertificationhadminimalimpactsonthesocialaspects
offorestmanagementwereperceivedtobesubjecttomore marked changes.
Oliveira and Braga (2010)
Conductedanexploratoryresearchtoidentifytheattributes
requiredtoaccomplishheovernightgoodsdeliveryinurban
areasfromthepointofviewofresearchers,transportersand
retailers.Theidentificationofpreferencesisimportantto
assesstheimpactofthepoliciesprovidedfortheovernight
deliverythatarebeingdeployedinmosturbancenters.The
paperbringstothediscussionofurbandistributionassessing
thebehaviorofthoseinvolvedinovernightdistribution process. The
analysis was performed using a stated preference
technique,thatworkingissuessuchasdeliverytime,extra
costsandimprovingservicelevel.Resultsshowedthe
divergentviewsamongresearchers,transportersandretailers
aboutthestrategiesthatshouldbeimplementedtoreducethe impacts of
growing demand for urban goods distribution. Kim shyan fan, Bill
merrilees (1998)
Suggestedthatthispapercomparesthepromotionalpractices
andperceptionsbetweentwocountriesofdisparatecultural
backgrounds,namelyAustraliaandhongkong.Thepaper argues that the
preference for the particular promotional tool is influenced by the
degree of cultural orientation as measured by
Hofstedescollectivismindex.Thecentralhypothesisisthat
countrieswithahigherscoreonthecollectivismindexare
likelytofavorpersonalsellingpromotiontoolsthenwill
countrieswiththelowerscore.Thishypothesisistestedwith
twoseparatesamplesofclothingandshoeretailersfrom
Australiaandhongkongthehypothesisissupportedfromthe statistical
results. Kolbrun and Emilia (2006) conducted quantitative,
descriptive analysis (QDA) was used to analyze the sensory quality
of eight cod products different with
regardtoorigin(wild/farmed),storagetime(short/extended) and storage
method (fresh/packed in modified atmosphere). At the same time
378consumers in four European countries tasted
andscoredthecodproductsonapointhedonicscalein addition information
on aconsumers attitudes motives/barriers
andfishpurchasebehaviorwascollected.TheQDA
discriminatedwellbetweentheproducts.Thefarmedcod products were
considerably different from wild cod, with more light and even
color, meaty texture, odor and flavor. RESEARCH METHEDOLOGY
OBJECTIVES To identify the retailers preference towards various
products in lion foods.
Toidentifythesatisfactionofservicequalitytowardsvarious products in
lion foods. RESEARCH DESIGN OF STUDY
Researchdesignexpressesboththestructureoftheresearch problem the
frame work organization of the relationship among
variablesofthestudyandtheplanofinvestigationusedto obtain empirical
evidence on those relationship. DESCRIPTIVE RESEARCH DESIGN
Descriptionofphenomenaassociatedwiththesubject
population(thewho,what,when,whereandhow).Estimates
oftheproportionsofapopulationthathavethese
characteristics.Discoveryofassociationsamongdifferent variables.
CONVENIENCE SAMPLING A convenience sample is the sample where the
respondents are selectedinpartorinwhole,basedontheconvenienceofthe
researcherwithaconveniencesample,effortshavebeento
ensureisrepresentativeofthepopulation.Convenience samples are
appropriate for the population. SAMPLE SIZE The sample size of the
study is 166 retailers in trichy. METHODS OF DATA COLLECTION
PRIMARY DATA Primarydataarethose,whicharegathereddirectlythrough
questionnaire by issuing it to retailer and it is original source
of data collected by the researcher. SECONDARY DATA
Thesecondarydataarecollectedwiththehelpofcompany profile and
discussion with the manager. STATISTICAL TOOLS percentage analysis
chi-square test PERCENTAGE ANALYSIS Percentage analysis refers to a
special kind of ratio. Percentage are used to making comparisons
between two or more series of data percentage are used to describe
the relationships. CHI SQUARE TEST
Thechisquaretestisastatisticaltest.Chisquareisthemost
populardiscretedatahypothesistestingmethod.Thechi- squaretest is
basedon astatisticthatmeasuresthedivergence
oftheobserveddatafromthevaluesthatwouldbeexpected
undernullhypothesisofnoassociation.Theyrequire\ calculation of the
expected values on data. Null and Alternative hypothesis
Nullhypothesis(h0)Thereisnosignificantrelationship
betweendependentandindependentvariable.Ex:no relationship between
taste and type of the products.
Alternativehypothesis(h1)Thereisasignificant relationship between
the dependent and independent variable. Ex: relationsip between
taste and type of the products. LIMITATION OF THE STUDY Some of the
respondent are refused to fill the questionnaire. The research
limited to trichy only. There was a time constraint. DATA ANALYSIS
AND INTERPRETATION FREQUENCY TABLE Frequency distribution of age of
the respondents Frequencyprecentcolumn Less than 20years42.4
20-30years8752.4 30-40years5533.1 40-50years95.4 Above 50years116.6
Total166100.0 CHART: AGE OF THE RESPONDENT Impact of quality and
type of lion foods products Quality Highly Less Less Preferred
NeutralPreferredHighly Preferred Total Products Lion dates
17106880166 Lion Dates SYRUP 17106880166 Lion HONEY 99435253166
Lion oats 914496232166 Total2037112250245664 INTERPRETATION From
the table it is inferred that lion dates and lion dates syrup is
highlypreferredforitsqualitywhereaslesspreferredforlion oats and
lion honey. Chi-square test on impact of quality and type of lion
food products INTERPRETATION
FromthetableitisinferredthatH0isrejected.Therefore
thereisasignificantrelationshipbetweenqualitytypeof products.
IMPACT OF FREQUENCY OF PURCAHASE OF LION FOODS Purchase Once in a
month Twice in a month Thrice in a month Total Communication Highly
satisfied 93214 Satisfied 103219133 Netural 67115 Dissatisfied 0113
Highly Dissatisfied 0101 Total1183315166 INTERPRETATION
Fromthetableitisinferredthatpurchaseismadeonceina month for which
with the satisfaction of communication given to the retailers by
the lion foods is satisfied. Chi-square test impact of frequency of
purchase of lion foods Valuedf Asymp sig (2-sided) Pearson chi
square 32.565a12 .001 INTERPRETATION From the table it is inferred
that H0 is rejected. Therefore there
isasignificantrelationshipbetweenfrequencyofpurchaseof
lionfoodsandcommunicationofthelionfoodsservice quality. FINDING
*(52.4%)87oftheretailerareinbetween20-30yearsofage group. * (85.5%)
142 of the retailer are male. * (84.3%) 140 of the retailer are
married. * (44.0%) 73 of the retailer are sslc. * (50.6%) 84 of the
retailer earning range from 20000-30000 * (62.7%) 104 of the
retailer are 2-6 years of experience.
*(71.1%)oftheretailerspurchasetheproductforonceina month.
*(80.1%)133oftheretailersaresatisfiedwiththecredibility of service
quality. *(85.5%)142oftheretailersaresatisfiedwiththe accessibility
of service quality.
*(76.5%)127oftheretailersaresatisfiedwiththereliability of service
quality. *(80.1%)133oftheretailersaresatisfiedwiththe Communication
of service quality. *(78.3%)130oftheretailersaresatisfiedwiththeir
responsivenessofservicequalitybyattendingcallsand complaints
addressed. * (31.3%) 52 of the retailers are obtained mode of
replacement Asquality,whereas(8.4%)14ofthemaresayitisofvery
frequently replaced as quality. * (39.8) 66 of the retailers are
obtained mode of replacement as price reduced, where as (7.2%) 12
of them are say it is of very frequently replaced.
*(65.1)108ofretailersarehavinghighimpressiontowards first
impression of the lion foods quality.
*(45.8%)76oftheretailersareloyalwiththelionfoods, because of the
quality. *(37.3%)62oftheretailersareobtainedtotalreplacementis
rarelydone,whereas(11.4%)9ofthemareveryfrequently replaced .
*(96.4%) of the retailers are being providing shelf space for all
the products of lion foods. CHI-SQUARE FINDINGS *The retailer who
are all earning 20000 to 30000 are having 2-6 years of experience .
*Ingredientsishighlypreferredforliondatesandliondates syrup, where
as less preferred for lion oats and lion honey.
*Tasteishighlypreferredforliondatesandliondatessyrup, where as less
preferred for lion oats and lion honey. *Quality is highly
preferred for lion dates and lion dates syrup, where as less
preferred for lion oats and lion honey.
*Packagingishighlypreferredforliondatesandliondates syrup, where as
less preferred for lion oats and lion honey.
*Labellingishighlypreferredforliondatesandliondates syrup, where as
less preferred for lion oats and lion honey. *Flavour is highly
preferred for lion dates and lion dates syrup, where as less
preferred for lion oats and lion honey. *Variety is highly
preferred for lion dates and lion dates syrup, where as less
preferred for lion oats and lion honey. *Credit facility is highly
preferred for lion dates and lion dates syrup, where as less
preferred for lion oats and lion honey. *Offers is
highlypreferredforliondates andliondatessyrup, where as less
preferred for lion oats and lion honey. *Retailers with experience
between 2-6years are more satisfied and 6-10 years with the
credibility of lion foods.
*Retailerspurchaseisofsatisfiedwithaccessibilityinthe service
quality of lion foods.
*accessibilityisofsatisfiedwithresponsivenessoflionfoods service
quality. *Quality is the reason for loyal and reliability in the
lion foods service quality. *Purchase
needisofmadewiththesatisfactionof communication given to the
retailers by the lion foods.
*complaintsareveryfrequentlydoneforliondatessyrupand lion honey,
where as obtained for lion oats and lion dates.
*Damagesareobtainedforlionoatsandliondates,whereas rarely for lion
oats. *Price is of be reduced moderately for replacing the lion
foods products. SUGGESSTION
*Moreadvertisementsandoffersshouldgivetotheoatsand honey. *Style of
packaging can be change.
*Thecompanyhastoimprovethepromotionalaspectsto improve the
retailers performance.
*Priceoftheproductshouldbeofferablewhichistobehelpful for the
retailers to increase their performance. *The company has to do
some innovative promotional schemes to attract more customers to
the retailers. CONCLUSION A study on retailers preference towards
various products in lion
foods,intrichywasconductedwithasampleof166.
Conveniencesamplingtechniquewasdoneusingastructured
questionnaire.TheanalysisofthestudywasdoneusingSPSS
package.Theretailerstopreferencetowardsvariousproducts was found to
be good but can be definitely improved. Based on it,itwasfoundthat
therecanbeimprovements madetoavoid
damagesandfromcomplaints.Somesuggestionsaregiven pertaining to it.
If the suggestions are implemented it will help to develop the
companys performance.
