Marketer needs to use advertising and brand building strategies to address thediscerning buyers 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 to deliver what consumer wants. I need to stress on it because
58% retailers said that it is demand why they sell Britannia
, 61% agree that at retailshop it is brand popularity, which determine the purchase of biscuit.There is a greater need to understand the retailer behavior. Considering them as ateam, working for the company may help them to be attached to the company. Thereshould be a feeling of belonging to the company in inner of the retailers. This can bedone by setting values club for retailers so that they may exchange views with thecompany and help in understanding consumer behavior.