A Study on Retailer Perception towards Kotta s Ganesh Masala-A Case Study of Sri Ganesh Industries Kadapa

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1 A Study on Retailer Perception towards Kotta s Ganesh Masala-A Case Study of Sri Ganesh Industries Kadapa G. Ramanjaneyulu g.ramanjaneyulu.mba@gmail.com Y. Subbarayudu ysrayudu2002@gmail.com Yogi Vemana University Retail is an emerging sector in India. Marketers are leaving no stone unturned to influence the customers by offering them in various ways, at various locations, in various forms resulting in emergence of various retail formats throughout the country. Customers are highly influenced by image of the retail outlet, its attributes, product range, variety, services, employee s behavior, décor, music and marketing strategies. In this study the objective of the researcher is to know the factors influencing retailer s perception and to identify the image held by Sri Ganesh industries in the minds of its Retailers of kadapa urban area. This study is a descriptive one. Primary data was collected by the researcher with the help of structured questionnaire administered to the retailers in kadapa. 60 retailers constitute the sample size. Type of sampling method used was Convenience sampling. Using simple percentages data was analyzed. Based on the test results, some of the relevant findings were derived that three is positive perception on Ganesh Masalas and there is growing market for Ganesh Masalas in kadapa district. Keywords: Retailing, Perception, Factors Influencing Retailer s. 1. Introduction Retail is an emerging sector in India. Marketers are leaving no stone unturned to influence the customers by offering them in various ways, at various locations, in various forms resulting in emergence of various retail formats throughout the country. Customers are highly influenced by image of the retail outlet, its attributes, product range, variety, services, employee s behaviour, décor, music and marketing strategies. Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A ISBN

2 retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Any organization selling to final consumers whether it is a manufacturer, wholesaler, or retailer is doing retailing 1. It does not matter how the goods or services are sold (by person, mail, telephone, vending machine, or Internet) or where they are sold (in a store, on the street, or in the consumer's home). In this study the researcher wants to know the various factors that influence the perception of retailers towards kotta s Ganesh Masala, Kadapa City. Sri Ganesh Industries, Established in 1985, Sri Ganesh Industries, is a leading wholesale producer of a wide range of Masalas, Instant Mixes, Spices, Pickles and atta in India. Sri Ganesh Industries, was founded and established by Kotha Naga Kumar, in the year 1985, with a small unit. At present our company has grown well, that is only due to our product quality. Glance of the Proprietor He was born on "1963 in a low class family" Pulivendula, who didn't have basic needs some times. His childhood was made in Kadapa district 2, 2. Retailing Retailer also convey ideas, suggestions and complaints of consumers to company. From this very fact we can conclude that how important is a retailer or middleman both to company as well as to consumers 3. Retailer is the main point where a company can follow push and pull strategy in marketing. Reasonable sales incentives, fair treatment, proper discounts and other required allowances to the retailers proves to be a tool to boost sales and motivate retailers which ultimately enhance the building of brand image 4. Retailing includes all the activities in selling goods and services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing Retailer Perception Perception Perception means what a person can think about a particular product or service.the way in which a person can think and the way in which a person can act is an important aspect in ISBN

3 knowing the perception of a person 6. Retailers Perception Retailer perception is the study of how he purchases, how he sells, how they get feedback from consumers and after that he came to conclusion about particular company. It is a subcategory of marketing that element from different fields. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics and behavioral variables in an attempt to understand people wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in generals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ 7. Types of Retailers Consumers today can shops for goods and services at store retailers, non-store retailer s organizations. Parapets the best known type of retailers is the department store. Retailer store types pass through sates of growth and decline that we can think of as the retail life cycles. Department stores took 80 years to reach maturity, were house retail outlets reached maturity in 10 years. The most important retail stores types are Specialty store: Narrow product line. Athlete s food, the limited, The Body shop. Departmental store: Several products lines. Supermarket: Large, low-cost, low-margin, high-value, self-service store designed to meet total needs for food and products. Convenience store: Small store in residence area, often open 24/7, limited line high turnover conveniences products plus take out. Discount stores: Standard or specialty merchandise; low-price, low-margin, high-volume stores. Off-price retailers: Leftover goods, overruns irregular merchandise sold at less than retail. Factory outlets, independent off price retailers Review of Literature Ghorbani m, Mahmud h, (2007) 9 the study focus on consumer demands and preferences ISBN

4 of soya products. It provides valuable insights to the marketers about the need of soya products and will help the producers in formulating their promotional strategies. Coughlan et al., (2006)2 the marketing channel mix used by a manufacturer should be changed accordingly to fit the requirements of the market. Manufacturers should determine for each of their offerings whether exclusive, selective or wide distribution is most suitable for their products. Hartman Survey Group (2002) 10 reported that soya is the most important organic product and they are top selling organic food in USA. So the investigation on soya production and their market is very important. Verma and Madan (2011) 11 in a study conducted in Indian context highlighted that retailers are offering newer service dimensions to create unique shopping experiences for the customers. However, whether consumers are able to perceive newer service dimensions and getting affected for store patronage in new store formats or not, remains to be found out. They emphasized the fact that Indian retail environment is going through a sea change due to the introduction of new formats and opening up of retail industry, it becomes important to understand the store image perceptions of consumers here. The study attempted to find out the key factors that are perceived as important to Indian consumer in evaluation of a retail format. 5. Research Methodology Research Instrument - Structured Questionnaire Contact method - Personal Interview Research Design - Descriptive study Sample unit - Retailers of kadapa Sampling Procedure - Convenience sampling Population Sampling size - 60 Statistical Methods - simple percentage method Source of data - Primary & Secondary data Need & Scope of the Study Kottha s Ganesh Masala products is continuous desire for improving retailer s behavior ISBN

5 intended to study each product offered to the retailer. So as to improve the facilities and products provided to them the company is strong in factors viz., rigidness, quality, durability except for service and availability. Hence it may concentrate on better services, prompt delivery and adequate stocking of its products. Awareness through advertising in the local media free service camps may be held once or twice a year to attract potential retailers as there is heavy competition in the Kottha s Ganesh Masala. To grab market share some times it is necessary to provide credit facility.. 6. Objectives of the Study To study the perception of the retailers towards Sri Ganesh industries. To identify the image held by Sri Ganesh industries in the minds of its Retailers. To study the factors those influence the Retailers perception. 7. Data Analysis & Interpretation 1. How many years of experience as a retailer? years years years Above 15 years Interpretation: 14%of retailers are have 6-10 years of experience,20% of the them are years, and 66% of them are having above 15 years of experience as a retailers. 2. How long are you dealing with Kottha s Ganesh Masala? years years years Above 15 years Interpretation: The above pie chart describe the no of retailers using Kottha s Ganesh Masala acquired 50% of regular retailer for a period of years, 33.3% of retailers for the ISBN

6 period of above 15 years, 10% of retailers for the period of 6-10 years and 6.66% of retailers are 0-5 years. 3. Why did you choose Kottha s Ganesh Masala? Rank the following? 1 Price Quality Availability Brand image` Interpretation: After observing the above pie chart it is clear that 34%r Ranks the quality 34% ranks the Brand, 20% ranks the availability and 12% of respondents ranks price as their priory in choosing Kottha s Ganesh Masala What do you think about the promotional Activity practicing by Kottha s Ganesh Masala? 1 Very good Good Satisfactory Poor Interpretation: Above pie chart shows that 56.60% of the Retailer are satisfied with the promotional activities of Kottha s Ganesh Masala16% respondents are very good, 10% of them are good, and reaming 17% of them are poor in response, towards the promotional activity of Kottha s Ganesh Masala. 5. Are you satisfied with the durability of Kottha s Ganesh Masala? 1 Highly satisfied Satisfied Normal Dissatisfied 0 0 ISBN

7 Interpretation: 90% 0f the Retailers are expressed that the Kottha s Ganesh Masala are having highly satisfied durability and remaining 10% of the persons says that satisfied. 6. What kinds of offers do you preferred from Kottha s Ganesh Masala? S.NO No of Years No of Respondents % of Respondents 1 Discounts Gifts Price Offers 0 0 Interpretation: 100% of the respondents preferred by the Kottha s Ganesh Masala are through discounts. 7. Does the expected quantities of Kottha s Ganesh Masalas are supplied to you in time? S.NO Level of Respondents No of Respondents % of Respondents 1 Yes No 0 0 Interpretation: 100% Retailers are satisfied with the delivery of the products with in time. 8. How much stock does you maintain in your store? 1 Very high High Average low 0 0 Interpretation: 80% of the Retailers maintain Average stock, 13.3% maintain High stock, and only 6.66% maintain Very high stock. ISBN

8 9. Are you tie-up with another company? S.NO Level of Respondents No of Respondents % of Respondents 1 Yes No Interpretation: 66.60% of Retailers are dealing with other company s and 33.30% of persons dealing with only Ganesh Masals. 10. Are you satisfied with the employees of Kottha s Ganesh Masala? 1 Highly satisfied Satisfied Normal Dissatisfied 0 0 Interpretation: 100% Retailers are highly satisfied when they are dealing with Employees of Kottha s Ganesh Masala only 10% of the Retailers are dissatisfied. 11. What does you except from Kottha s Ganesh Masala? 1 Promotional Activities Sales follow-up Services Credit facility Interpretation: 100% Retailers are expects credit facility from Kottha s Ganesh Masalas. 12. Which season suit the best-selling of Kottha s Ganesh Masala? 1 Jan-March Apr-June July- Sep Oct- Dec 0 0 ISBN

9 Interpretation: 60% sales of Kottha s Ganesh Masala are in April-June, and reaming 40% Jan mar period. 13. What is your annual sale of Kottha s Ganesh Masala? 1 Less than 10 thousands More than Interpretation: 84% annual sales of maximum Retailers is more than 20 thousand s and 16% minimum sales is more than thousand s 14. Relation between the Company and you? 1. Excellent Good Average Poor 0 0 Interpretation: 70% of the Retailers feel that they are maintaining Good relationship, 20% of the Retailers feel that Excellent and 10% maintain their relationship average. 8. Suggestions It is better to give more discounts on Kottha s Ganesh Masala, so the sales will increase and to improve some more transportation facilities in rural areas. Conducting of Appraisal activities like Certificates, Discounts, Incentives etc.,towards Retailers regarding the sales. 9. Conclusion From the above analysis the findings indicate that three is positive perception on Ganesh Masalas and there is growing market for Ganesh Masalas in kadapa district. ISBN

10 10. Reference 1. S.P.Karuppasamypandian*; S.P. nivethavarthani An empirical study on retailer s perception towards Pepsi in Tiruchirappalli district, Asia Pacific Journal of Marketing & Management Review ISSN Vol.2 (3), March (2013) Retailers-Consumers-Perceptions.htm 6. Marketing management- By Philip kotler 7. Research methodology- Byc.r.kothari. 8. The essence of marketing- By Simon majoro 9. Consumer behavior by Hawkins. 10. Coughlan, A.T, Anderson, E, Stern, L.W. & El-Ansary, A.I. (2006), Marketing Channels, 7th edition, Upper Saddle River, NJ: Pearson Education Inc 11. Gomathy M A Study on Retailer s Perception on Soya Products with Special Reference to Thiruvallur District, IOSR Journal of Business and Management (IOSR-JBM) e-issn: X, p-issn: Volume 17, Issue 12.Ver. III (Dec. 2015), PP ISBN