Journal of Management (JOM)

Volume 5, Issue 5, September – October 2018, pp. 80–88, Article ID: JOM_05_05_011
Available online at http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=5
ISSN Print: 2347-3940 and ISSN Online: 2347-3959
© IAEME Publication

STUDY OF RETAILERS SATISFACTION

TOWARDS NAMKEEN PRODUCTS AND
SERVICES OFFERED BY HALDIRAM IN
NAGPUR CITY
Ashwini Girhe
PGDM 2017-19, BIMM Pune, India

Dr. Binod Kumar Sinha

Professor of Marketing,BIMM Pune, India

ABSTRACT
Retailer’s satisfaction is an important parameter for the success in any business.
And it is true for Haldiram also.In this way company is able to identify the factors
which influence satisfaction of retailers and the factors which force retailers to to
move for another brand. Retailers are strong link between the manufacturer and the
end consumer.The entire focus of the present study is to understand the retailer
satisfaction towards namkeen products of Haldiram and find out the areas where the
company needs to improve. The study is conducted by the researcher in Nagpur City.
The objective of the project is to identify the satisfaction of the retailer towards
namkeen products. Survey, with structured questionnaire, is conducted for
understanding the various factors which influence and hinder the satisfaction of
retailers. The analysis is done by using the statistical tools. The major findings of the
study are related to the Haldiram’s products and services offered to retailers in
Nagpur city which includes the retailer’s stock more products of Haldiram’ namkeen
as compare to another company's product. Distribution network of Haldiram,
information regarding new schemes and discounts. And sales person behaves are
important variable responsible for satisfaction of retailers.The retailers are
dissatisfied with the credit facilities provided by Haldiram in Nagpur city. Researcher
has given a few strong suggestion for maintaining a healthy relationship by the
company executive with the retailers with respects to Credit facilities, mobile loyalty
cards for loyal retailers, incentives and rewards for encouragement. The research
paper is result of result of research project done by researcher during summer
internship programme.
Keywords: Retailer’s Satisfactions, Namkeen, Services, Offer, Credit Facility
Cite this Article: Ashwini Girhe and Dr. Binod Kumar Sinha, Study of Retailers
Satisfaction towards Namkeen Products and Services Offered by Haldiram in Nagpur
City. Journal of Management, 5(5), 2018, pp. 80–88.
http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=5

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 Study of Retailers Satisfaction towards Namkeen Products and Services Offered by Haldiram in
Nagpur City

1. INTRODUCTION
In 1937 in Bikaner Haldiram was started, Rajasthan by Shree Mulchand and his two brothers
as a small shop for snacks and sweets. The brand name “Haldiram Bhujiawala” was
established in 1914. It setup factories in Nagpur and Delhi in 1970. The company was divided
among the three sons of the founder. The three brother’s setup their bases outlets 3 major
cities (Delhi, Nagpur and Kolkata) and started independent operations keeping the name
“Haldiram’s” as it is. The Delhi unit indicated with (red logo) – is responsible for northern
region in India including NCR, Uttar Pradesh, Bihar and North America for exports. The
Kolkata unit indicated with (blue logo) is responsible for West Bengal, Jharkhand and the
north-east. The Nagpur unit indicated with is responsible for western, central and southern
India from Rajasthan to Orissa. Haldiram’s entered the international market in 2000 and their
biggest exporters were Europe, Asia, and Africa. Commerce Ministry recognized Haldiram,s
as a “Star Export House”. Haldiram’s Food International Pvt ltd known as Haldiram’s Nagpur
was founded by Shiv Kishan Agrawal who currently is the Chairman of the Board. A family
run business with 7 out of 8 directors of the company is members of the family. It is run in a
traditional manner with most of the decisions are based on experience and intuitions rather
than data. Currently, Haldiram’s Food International Private Limited is a manufacturer of
packed namkeen and sweets in India. It is the second largest player in the food industry after
Parle Agro, with revenues over 5000 crores across 800 SKUs.
Haldiram’s was the first snacks company to offer Indian traditional snacks foods, sweets
and namkeen and thus commands 40% of the Rs 5,500-crore traditional snacks business. As
overall snacks market reportedly raises by 17% during the period, Haldiram's market share
had a growth rate of nearly 30% as against 10-12% between 2012-16.
Neilsen data stated that Haldiram added nearly Rs 1,000 crore of incremental sales up to
September 2017.

1.1. Primary Objective

To analyze retailers satisfaction towards Namkeen products and services offered by Haldiram
in Nagpur City.

1.2. Secondary Objectives

 To find out number of bills cut in each retail outlets per month.
 To understand the various challenges faced by the retailers from the service provided
by Haldiram.
 To analyze complaints of retailers towards namkeen products and services of
Haldiram.
 To study a retailer satisfaction level towards Haldiram’snamkeen products and
services.
 To develop an effective solution to the problems faced by retailers.

1.3. Scope of the Study

1. The finding of this study may be generalized and applicable to develop best practices
by other namkeen products makers.
2. This study will help in developing Co-opetition model in the business.

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 Ashwini Girhe and Dr. Binod Kumar Sinha

2. RESEARCHMETHODOLOGY
Research design was descriptive. Data Source was Primary and secondary. Convenience
sampling is used and sample size of 300 was taken.

2.1. Tools used

1. Pie and Bar Charts,Pareto chart, Jaccard Index for Competition Analysis, Perceptual
Map for Positioning.Net Promoter Score, Friedman Analysis

2.2. Research Hypothesis

H0: Service is not considered as a significant factor in the satisfaction level of retailer.
H1: Service is considered as a significant factor in the satisfaction level of retailer.

3. LITERATURE REVIEW
1. The future of India Snacks Market can be judged from the fact that this industry is
expected to grow with double digit CAGR for the time frame of 2018 to 2024. India
snacks market is dived between organized players and unorganized market. At present
Unorganized market is dominating the India snacks market. But this scenario is
expected to change during the forecast period of 2018-2024. India Snacks Market is
growing due to following factors Lifestyle Changes, Rising Urbanization, Growing
Middle Class Population, Local Availability and Availability of Snacks in Small
Package Size, Low Price and Company's Strategies to focus on regional taste.(29-1-
2018,Laura Wood, Senior Manager)
2. Satisfaction is a result of a product related experience and this question reflects the
overall opinion of a consumers experience with the product performance. Satisfaction
and attitude are closely related concepts. The psychological concepts of attitude and
satisfaction mayboth be defined as the evaluation of an object and the individual
relationship to it. Anything that can be offered to a market for attention, acquisition,
use, or consumption that might satisfy a want or need, include physical objects,
persons, organizations, and ideas is called as product. Services mean the work done by
one person which is helpful to another person and these are intangible in nature. It is
an act of help and assistance. (Sahaya Alexander )
3. Haldirams does not have an effective visual merchandising strategy but is still able to
procure higher sales due to a focused product line, resulting in timely stock
replenishment. While Frito Lay's merchandising tools were found to be most effective
in increasing the visibility of its products and brand due to increased deployment of
these tools in different shapes and sizes at almost all retail outlets, its merchandising
strategy could not beat the festival season sales of Haldirams. This is due to the fact
Factors Affecting the Retailer Perception for the Sale of Snacking Products through
Traditional Trade Retail Outlets in India 29 NJMSR V.1 No.1 Issue 1 (2016) that
Haldirams brand, as a close competitor of Frito Lay, also provided better retailer
schemes to push sales during the festival season further. ITC and Parle lag far behind
in merchandising tool deployment and also in offering competitive retailer schemes.
(Gagan Katiyar,2016)

4. DATA ANALYSISANDINTERPRETATION
A. Haldiram has a good customer pull. Retailers keep the product because customers are
buying it. Haldiram holds a strong brand image.
B. Number of bill cuts in the month

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 Study of Retailers Satisfaction towards Namkeen Products and Services Offered by Haldiram in
Nagpur City

4.1. Pareto Analysis

Cumulative
No of bills cut No of Retailer Percentage of total
percentage
1 20 6.67% 6.67%
2 25 8.33% 15.00%
3 42 14.00% 29.00%
4 70 23.33% 52.33%
5 45 15.00% 67.33%
6 37 12.33% 79.67%
7 30 10.00% 89.67%
8 21 7.00% 96.67%
More than 8 10 3.33% 100.00%
Interpretation
80-20 rule to analyses retailers’ loyalty towards Haldiram’s product and services.
The number of bills cut also tells about the growth in sale. It helps us to know our market
potential and market share. The value of bill tells the revenue generated. The volume of
products ordered helps us to analysis the running product and which product need some push
in the market.
C. RATING OF HALDIRAM’s PRODUTS AND SERVICES ON CERTAIN
PARAMETERS
HIGHLY
HIGHLY DIS
PARAMETERS/RATING SATISFIE NEUTRA DIS TOTA
SATISFIE SATISFIE
S D L SATISFIE L
D D
D
STOCK DELIVERY 83 135 36 28 18 300
EMERGENCY ORDER 34 111 45 54 56 300
AVAILABILITY OF
65 123 22 58 32 300
PACKS
SCHEMES AND OFFERS 105 79 41 56 19 300

HIGHLY
HIGHLY DIS
PARAMETERS/RATIN SATISFIE NEUTRA DIS WEIGHTE WEIGHTE
SATISFIE SATISFIE
GS D (4) L (3) SATISFIE D TOTAL D SCORE
D (5) D (2)
D (1)
STOCK DELIVERY 415 540 108 56 18 1137 75.8
EMERGENCY ORDER 170 444 135 108 56 913 60.8
AVAILABILITY OF
325 492 66 116 32 1031 68.7
PACKS
SCHEMES AND
525 316 123 112 19 1095 73
OFFERS

PARAMETERS RANK
STOCK DELIVERY 1
SCHEMES AND
2
OFFERS

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 Ashwini Girhe and Dr. Binod Kumar Sinha

AVAILABILITY OF
3
PACKS
EMERGENCY ORDER 4

Interpretation
From the above graph we found that more no. of retailers was highly satisfied with the
schemes and offers given by Haldiram. The retailers were satisfied in Stock delivery,
Emergency order and Availability of packs of Haldiram products and services.
D. NET PROMOTER SCORE
The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of
retailers to recommend a company’s products or services to others. It is used as a proxy for
gauging the retailer’s overall satisfaction with a company’s product or service and the
retailer’s loyalty to the brand
DETRACTORS PASSIVES PROMOTERS
Rate you 0-6
Rate you 9-10
Not particularly satisfied by the Rate you 7-8
product or the service They love the company’s
Somewhat satisfied but could
products and services
Won’t purchase again from the easily switch to a competitor’s
company offering. Repeat buyers, enthusiastic
evangelist who recommends the
May spread negative word of Neither spread negative word of
company products and services to
mouth mouth nor promote the product
other potential buyers

PROMOTERS PASSIVES DETRACTORS

100 130 70
NET PROMOTER SCORE= {(100-70)/300}*100 = 10%, It means 0% of the respondents
are positively promote the brand Haldiram to other retailers..
E. Competition Analysis
Similarity Coefficient Study (Jaccard Index)
Respondents were asked to rank various attributes for each competitor in comparison to
HALDIRAM.

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 Study of Retailers Satisfaction towards Namkeen Products and Services Offered by Haldiram in
Nagpur City

There are many factors which are responsible for Namkeen sales but there are 4 majorly
rated factors, as per the survey conducted, so respondents rated these brands and HR for these
factors out of 5.

FACTORS HR BALAJI HR BIKANO

MARGIN 1 1 1 1
SERVICE 1 1 1 0
REPLACEMENT 0
1 1 1
POLICY
CREDIT POLICY 0 1 0 0

FACTORS HR RAJU HR GARDEN

MARGIN 1 1 1 1
SERVICE 1 0 1 0
REPLACEMENT
1 0 1 0
POLICY
CREDIT POLICY 0 1 0 0
Interpretation
Similarity Coefficient Matrix gives results for mentioned pairs. These results were obtained
after calculations-
1. Similarity Coefficient for (HR- BALAJI) = 3/4
2. Similarity Coefficient for (HR-BIKANO) = 2/4
3. Similarity Coefficient for (HR-RAJU) = 1/4
4. Similarity Coefficient for (HR-GARDEN) = 1/4
Result shows that HALDIRAM and BALAJI are close rivals followed by HALDIRAM
and BIKANO.

4.2. Positioning Study (Perceptual Map)

FACTORS HR RAJU BALAJI GARDEN BIKANO
MARGIN 3.5 3.5 4 3 3.5
SERVICE 4 2 3.5 2 1

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 Ashwini Girhe and Dr. Binod Kumar Sinha

Interpretation
Compared to competitors Haldiram is far ahead. Balaji is trying to capture Haldirams market
share by hitting its weak point i.egrammage. Balaji is offering more grams in fewer prices.
Service is not strong as Haldiram holds. They have entered the market by giving more grams
and margin to retailers.

5. HYPOTHESIS
H0: Service is not considered as a significant factor in the satisfaction level of retailer.
H1: Service is considered as a significant factor in the satisfaction level of retailer.
Variables
 Margin
 Service
 Replacement policy
 Credit policy
 Delivery
 Terms of Payments
Retailers were asked to rate these variable on the scale of 1 – 5 where 1 is “Best”, 2 is
“Good”, 3 is “Neutral”, 4 is “Bad” & 5 is “Poor”.

5.1. SPSS result (Friedman test)

Descriptive Statistics
N Mean Std. Deviation Minimum Maximum
Margin 5 3.50 .000 4 4
Service 5 4.40 .224 4 5
Replacement policy 5 3.00 .000 3 3
Credit policy 5 4.00 .000 4 4
Delivery 5 2.50 .000 3 3
Terms of Payments 5 2.00 .000 2 2

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 Study of Retailers Satisfaction towards Namkeen Products and Services Offered by Haldiram in
Nagpur City

Ranks
Mean Rank
Margin 4.00
Service 5.90
Replacement policy 3.00
Credit policy 5.10
Delivery 2.00
TermsofPayments 1.00

Test Statistics
N 300
Chi-Square 24.885
Df 5
Asymp. Sig. .000
Interpretation
From this test we get to know that service is the most important parameter for a retailer to
keep the product. Accordingly credit policy then margin then replacement policy then
delivery and finally terms of payment. The rank tells us which area we should focus on to
increase productivity of a retail outlet.
 The analysis of satisfaction level of retailers towards new schemes and discounts
i.e. 39% of retailers were highly satisfied with the same. The researcher also found
that 48% of retailers dissatisfied with the credit facilities.

6. CONCLUSION
It is concluded that retailers were satisfied with the services provided by the Haldiram’s sales
man. It was also found that 77% of retailers received the ordered goodson time andin
rightquantity and also58% ofretailers responded that sales man is able tosolve the problems.
80% of retailers had daily visits of sales man at store where as 43%of retailers were
satisfied with the sales person of Haldiram’s.52% retailers place their order on weekly bases.
The analysis of satisfaction level of retailers towards new schemes and discounts i.e. 39% of
retailers were highly satisfied with the same. The researcher also found that 48% ofretailers
dissatisfied with the credit facilities. The retailers were also satisfied with the display seasonal
schemes of Haldiram. The retailers were satisfied with the stock delivery and emergency
order to some extent. It was also found that 44% of retailers were satisfied with the
distribution network of Haldiram whereas 49% of retailers were fully satisfied with meetings
organized by the company.

6.1. SUGGESTIONS
 Mobile loyalty cards to be provided to the loyal retailers.
The parameters in the loyalty card will be – Average order value, Bills cut in a month and
referrals. Personalize discount/scheme will be given on the bases of their performance. There
was 10% increase in the performance of retailers after the suggestion was practically perform.
 To boost the retailer’s performance SMS/ E-mail marketing should be used. To
provide them information regarding schemes, discount, reward and incentives.
 Give rewards and incentives to increase the performance of retailers.(For example)

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 Ashwini Girhe and Dr. Binod Kumar Sinha

Amount of order placed per week Discount rates

2500 1%
5000 2%
10000 3%
 Credit policy should be redesigned. (For example)
Amount of order placed per week Credit period
Below 5000 1 weeks
5000-10000 1.5 weeks
Above 10000 2 weeks
 Conduct Below the line (BTL) activities to spread awareness about the different
varieties in namkeen.
 Sales person should perform visual merchandising of products during their weekly
visits.
 The company should supply its glow sign board, banners etc.as an advertisement
media to the retailers of few areas, which will as usual for satisfaction of retailers.

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