A

PROJECT REPORT ON

“DEALERS PERCEPTION”
AT
“V2 Distributors”

Submitted
By
G. HARIBABU
H. T. No: 1325-18-672-127

Project Submitted In Partial Fulfillment Of The

Requirement Of
The Award Of The
MASTER OF BUSINESS ADMINISTRATION

Department Of Business Administration

AURORA’S PG COLLEGE (MCA), RAMANTHAPUR
(Affiliated to Osmania University)
2018-20
 INTRODUCTION

Dealer:- A person who buys and sells goods. A dealer is a person or a company
who deals directly with the end customers and sells the products of a company in
return a dealer gets margin of profit on the sale of every product or service. A dealer
act as a principal in trading for its own account as opposed to a broker who act as
an agent who executes orders on behalf of its clients.

Perception:- Perception can be described as” how we see the world around as” two
individuals may be subject to the same stimuli under apparently the same conditions
by how they recognise them, select them, organise them and interpret them is a
highly individual process based on each person’s own needs, values and
expectations.

Marketing Research:- It is the systematic and objective search for the analysis of
information relevant to the identification and solution of any problem in the field of
marketing.

Meaning:- “Industrial marketing is a human activity directed towards satisfying

wants and needs of organization through the exchange process” An exchange
transaction consists of product exchange, information exchange, financial exchange
and social exchange. Industrial markets are geographically concentrated having
relatively few buyers facing oligopolistic competition. Their products are
customized & with technical complexity which is important in terms of services
delivery and availability. These marketing involve buyers functionally maintaining
interpersonal relationships pre-dominating technical expertise. In these types of
markets emphasis laid on personal selling pf products including lint pricing on
standard items and negotiation on complex purchase. Channels of distribution are
shorter, more direct with fewer linkages.
Marketing:- Marketing is human activity that is directed at satisfies needs and
wants through exchange process. Marketing has been viewed as on ongoing or
dynamic process involving a set of various activities involved in generation of
markers and also satisfying customers through the distribution of quality products
and services. It deals with market information, product development, pricing
physical distribution and decisions. “Marketing is a process by which individuals
and groups obtain what they need and want by creating exchanging products and
values with each other”.

Marketing is a societal process by which individuals and groups obtain what they
want and need through creating, offering and freely exchanging and products and
services of value with other. Its role is to deliver a higher standard of living

-Philip Kotler

Marketing:- Marketing operations are through dealers network, mainly to have

segmented the markets into districts, in which there will be regional manager and
sales staff looking after the necessary operations with the help of regional/local
sales force the dealers passes their order to the factory.

Scope of Marketing:- Marketing is typically seen as the task of creating promoting

and delivering foods and services to customers and business. This is performed with
goods, services persons, places, information, ideas, properties, organization, events
and properties.

Marketing Concept:- It holds that, the key to achieving its organizational goals
consists of the company being more effective than the competitions in creating,
delivering and communicating value to its chosen target markers.

SALES PROMOTION:- It consists of a diverse collection of incentive tools

mostly shot-term activity designed to stimulated quicker and/or greater purchase of
particular product/services by consumers or the trade.
 Need for the study

A study on dealers perception towards V2 distributors is done to determine the

perception of dealers on the products supplied by V2.
Dealers create a link between distributors and consumers. Dealers purchases goods
from distributors for their account and then trades them to the end users with his own
stocks.

So, it made to undertake the study to know the perception of dealers, at what extent the
dealers are satisfied, what are the problems they are facing.

Scope of the study

The scope of study pervades the data collected from the dealers of different products
distributed by V2.

The study reveals the size of the market of V2 in twin cities, which will be helpful for
the company to expand its market and increase its sales in different areas of the city.

The study took place in twin cities.

Objectives of the study

 To know the dealer’s perception towards V2 distributors

 To study business operations by players involved.
 To study on how V2 distributers encourages its dealers in to performing their
action.
 To find out which company’s promotional activities and services are good.
 To know how V2 is maintaining relation with dealers.
 RESEARCH METHODOLOGY

Research is the plan structure and strategy for investigation conceived to answer
research question and control variances. It is the overall operation pattern to framework
of project that stipulated the information to be collected from which sources by word
procedure. What are the two possible sources of data for securing the above mentioned
information in the primary and secondary data.

Data collection: The information is collected through questionnaire and personal

interviews. Direct structure questionnaire has been asked to all the respondents in the
sample followed by direct personal interviews.

Research design: The study undertaken to know the dealers perception towards V2
distributors.

Sample method: The information is planned to be collected by sample method. the

sample method followed is random sampling method .

Sample size: The Sample size is 100 dealers belonging to different areas in twin cities
was drawn.

Tools and techniques for analysis:-

The collected data is furnished in the form of purposeful tables. The tabulated data is
further analysed with the help of percentage

Sources of data:

Primary data: primary data was directly collected from the dealers of different
products, brands distributed by V2 in twin cities.

Secondary data: Secondary data is collected from company profile, bills or invoices,
annual reports of the organization etc.
 Review of literature

Marketing:

Marketing is human activity that is d\directed at satisfies needs and wants through
exchange proceed.
Marketing has been viewed as on ongoing or dynamic process involving a set of various
activities involved in generation of markets and also satisfying customer through the
distribution of quality products and services. It deals with market information, product
development. pricing physical distribution and decisions.
“Marketing is process by which individuals and group obtain what they need and want
by creating exchanging [products and values with each other”.
Marketing is a societal process by which individuals and groups obtain what they want
and need through creating, offering and freely exchanging products and services of
value with others. Its role is to deliver a higher standard of living.
-Philip Kotler
Retailing:

It includes all the activities involved in selling goods directly to the final customer for
personal or non-business use.

Wholesaling:

It includes all the activities involved in the selling goods to those who buy for resale of
business use. Companies handle pricing in the small companies, pricing if often set by
the top management rather than by the marketing or sales people. In large companies,
the division and product-line managers typically handle pricing, and often approve the
prices proposed by lower levels of management.
According to C. T. Nisha and P. Biju Augustine (2016), An endeavour can stay in a
business and make benefit over the long haul just by fulfilling the necessities of its
clients what's more, merchants. Merchants' fulfilment assumes a critical job in
continuing his conduct to rehash buys or in further relationship with the brand. View of
merchants may broadly change regarding value, quality, benefit, commission and so
forth. The goal of the examination was to know the merchant view of elastic items, to
comprehend the merchant's fulfilment level in the clearance of elastic items in
connection to other people. To know whether notice and limited time exercises
presently gave by organization is adequate and to know whether the merchants are
happy with the administrations of distributers and to know the proposals of merchant
about the enhancement of elastic items.

According to Gomathy M(2015),The appropriation area overcomes any issues between

the maker and shopper, and along these lines shapes a significant connect. The social
changes with the quick monetary development because of accessibility of prepared
work force, quick modernization, and upgraded accessibility of retail space are the
constructive outcomes of progression. These days Indian customers are knowledgeable
with the idea of value, solid and security items and administrations. These requests are
obvious effects on the retail segment. This investigation depends on retailer's
observation with respect to the purchaser purchasing conduct, buyer inclination and buy
choice with respect to soya items like soya lumps, soya nuts, soya granules, soya chips,
and soya flour.

According to kumbharkar amol Ananda(2013), The investigation entitled

"Investigation of Dealers' Satisfaction level and Brand Perception of Major Tractor
Brands in the Malwa Region of Madhya Pradesh" is a piece of a venture of International
Tractors Ltd. (ITL-Sonalika Group). It was taken up with the fundamental goals of
concentrate the clients' and merchants' discernment towards the significant tractor
brands; breaking down the purchasing conduct of the clients and evaluation of
merchants fulfilment level on different parameters over every one of the organizations
in the Malwa area of Madhya Pradesh.

According to A.john william, G.Keerthana, S.Nagamani(2016), The paper was

essentially is to recognize the frame of mind of the merchants of TNPL the investigation
depict the elements causes the adjustment in demeanor among the merchants and the
populace was 80 out of it 66 was the example estimate was taken for the investigation
utilizing an organized survey strategy and the examination was illustrative in nature
utilizing basic arbitrary inspecting the information were gathered and the measurable
instrument chi square was utilized to discover the homogeneity , products of fit and trial
of sound estimation for the investigation and the examination was led among the
merchants of TNPL karur locale.

According to Anita Awbi (2006), Accessibility is turning into an inexorably vital issue
for purchasers searching out advantageous basic need arrangements. "It appears
customers are progressively depending on variables that make shopping simpler and
speedier, and enhancing accessibility is one procedure for conveying against these
desires.
ARTICLE 1

Title: Perceived risk and trust associated with purchasing at electronic marketplaces.

Author: Tibert verhagan, Selmar meents& Yao-Hua Tan.

Journal: European journal of information systems, volume 15, 2006- including a special
section on enterprise content management.

Abstract

Understanding consumer behaviour is of vital importance to consumer-oriented e-

business models today. In this paper, we study the relationships between consumer
perceptions of risk and trust and the attitude towards purchasing at a consumer-to-
consumer electronic marketplace (EM). Typical for EM settings is that consumer
behaviour is subject to perceptions of the selling party as well as of the institutional
structures of the intermediary that is operating the EM. Building upon the well-
established literature of trust, we consider the concepts of intermediary trust and seller
trust. We extend this categorisation by introducing the concepts of intermediary risk
and seller risk. We developed measurement instruments for intermediary risk and seller
risk. All measurement scales have acceptable alphas and are unidimensional. An
empirical study is conducted to explore the relationships between the risk and trust
types and consumer purchase attitude. The results reveal significant, direct effects of
seller trust and seller risk. Second-order effects of intermediary trust and intermediary
risk are investigated and reported. The paper concludes with general observations and
recommendations for research and practice.

Keywords: Electronics marketplace, online purchasing, intermediary trust, intermediary risk,

Seller trust, seller risk.

Article 2

Title: Understanding online purchase intentions: contributions from technology and trust
perspectives.

Author: Hans van der Heijden, tibert verhagen& marcel creemers.

Journal: European journal of information systems, volume 12- issue 1.

Abstract

This paper explores factors that influence consumer's intentions to purchase online at
an electronic commerce website. Specifically, we investigate online purchase intention
using two different perspectives: a technology-oriented perspective and a trust-oriented
perspective. We summarise and review the antecedents of online purchase intention
that have been developed within these two perspectives. An empirical study in which
the contributions of both perspectives are investigated is reported. We study the
perceptions of 228 potential online shoppers regarding trust and technology and their
attitudes and intentions to shop online at particular websites. In terms of relative
contributions, we found that the trust-antecedent ‘perceived risk’ and the technology-
antecedent ‘perceived ease-of-use’ directly influenced the attitude towards purchasing
online.

Key words: online purchase, electronic commerce.

Article 3

Title: measuring attitude toward the brand and purchase intentions.

Author: Nancy spears Ph.D. & Surendra N. Singh Ph.D.

Journal: Journal of current issues & research in advertising.

Abstract

Attitude toward the brand and purchase intentions (PI) are two pivotal and popular
constructs that have been routinely used by advertising scholars and practitioners.
Despite their popularity, standard scales, with known psychometric properties, for
measuring Ab and PI are not available. Furthermore, these two constructs might not be
empirically distinguishable. On the basis of scales reported in prior studies, the authors
develop measures of Ab and PI and assess their psychometric validity within a well-
established, attitude toward the ad theoretical framework. Implications of their findings
are discussed.

Key words: Attitude, brand, purchase intensions.

Article 4

Title: Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution

in a Developing Country.

Author: Gary L. Frazier, James D. Gill, Sudhir H. Kale.

Journal: Sage journals, journal of marketing.

Abstract

The primary purpose of this article is to expand our understanding of the dependence
and reciprocal action constructs in distribution channel relationships. The authors
develop a conceptual framework for channel relationships involving the exchange of
industrial products within sellers' markets in developing countries. The framework is
tested with data collected in the tungsten carbide tool industry in India. Results are
generally supportive of the conceptual framework and illustrate the need to (1) take the
channel context into account in developing channel theory and (2) perform empirical
studies in a wide variety of channel settings.
Key words: Distribution, relationship, exchange of industrial products.

Article 5

Title: The relationship between buyer and a B2B e-marketplace: Cooperation

determinants in an electronic market context.

Author: Andrew Lancastre, Luis Filipe Lages.

Journal: ELSEVIER, Industrial marketing management, volume 35, issue 6, august

2006.

Abstract

“Stop thinking like a supplier and start thinking as a customer.”

The authors argue that cooperation may be achieved by augmenting the core product
with technology-based services. Given the growing importance of real time information
exchange and interactivity, a better understanding of the use of technology to the
establishment and development of the buyer–supplier cooperative relationships is
essential for knowledge advancement. This paper argues that firms should aim to put
themselves into their customers' shoes and use the “voice of the customer” to take their
major relationship management decisions. To do so, the authors use a sample of nearly
400 SMEs' purchasing managers, to better understand cooperation determinants from
the buyers' perspective. The study reveals that in an electronic marketplace, cooperation
is positively affected by termination costs, supplier relationship policies and practices,
communication and information exchange, and negatively affected by product prices
and opportunistic behaviour. Moreover, both relationship commitment and trust play a
major role in mediating the relationships between these five determinants and
cooperation. Surprisingly, resources relationship benefits do not show a significant
impact on either commitment or cooperation. Theoretical and managerial implications
of these findings are discussed.

Key words: Relationship marketing, customer, trust, cooperation, electronic markets,

e-commerce.
 Proposed outcomes:

 At what extent is dealer satisfied with the products supplied by V2 Distributors.

 What are the expectations of dealers?
 Is distributors behavior… towards dealer is good
 What all measures should be taken care of to maintain a good relationship with
dealers.
 Opinion regarding usage of sales promotion schemes to attract the dealers.

Bibliography
 Phillip Kotler, principle of marketing- 11th edition, Prentice Hall India. 2003.
 Phillip Kotler, marketing management- millennium edition. Prentice Hall India.
2016.
 V.S. Ramaswamy & Nama Kumari, marketing management- 7th edition
millenniums India limited-2013
 G. C. Beri, marketing research – 6th edition, TATA Mc Graw Hill co.led.2009.
 Lean G. Sehiffman & leslic lazan kanuk, consumer behavior- 6th edition.

 Articles:

 Perceived risk and trust associated with purchasing at electronic

marketplaces, By Tibert Verhaegen, Selmar Meetns& Yao-Hua Tan, European
journal of information systems, volume 15, 2006- including a special section on
enterprise content management.
 Understanding online purchase intentions: contributions from technology and
trust perspectives, By Hans van der Heijden, Tibet Verhaegen& marcel
creamers. European journal of information systems, volume 12- issue 1.
 The relationship between buyer and a B2B e-marketplace: Cooperation
determinants in an electronic market context, By Andrew Lancaster, Luis Filipe
Lages, ELSEVIER, Industrial marketing management, volume 35, issue 6,
august 2006.
 Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution
in a Developing Country. Gary L. Frazier, James D. Gill, Sudhir H. Kale, Sage
journals, journal of marketing.
 The relationship between buyer and a B2B e-marketplace: Cooperation
determinants in an electronic market context. Andrew Lancastre, Luis Filipe
Lages. ELSEVIER, Industrial marketing management, volume 35, issue 6, august
2006.