After going thick on the things, now time is to make a complete picture. While making aproduct a SKU (stock keeping unit) of the shop retailers think about the GMROI (grossmargin return on investment) and they promote the brand which provides them highest. Theyexpect return in the form of profit margin, company schemes, window display and referenceof the shop. Among these, company schemes make the difference and are the highestsources of motivation after profit margin. Retailing demands a constant push from thecompany.Marketer needs to use advertising and brand building strategies to address the discerningbuyers and retail push to in different buyers. The manufacturer should understand consumer behavior because retailers can¶t help quality and price. It is only up to manufacturers todeliver what consumer wants. I need to stress on it because 58% retailers said that it isdemand why they sell Britannia. 61% agree that at retail shop it is brand popularity, whichdetermine the purchase of biscuit.There is a greater need to understand the retailer behavior. Considering them as a team,working for the company may help them to be attached to the company. There should be afeeling of belonging to the company in inner of the retailers. This can be done by settingvalues club for retailers so that they may exchange views with the company and help inunderstanding consumer behavior.