A STUDY ON RETAILERS SATISFACTION TOWARDS RAMESH

FLOWERS (P) LTD, TUTICORIN

CHAPTER- I

INTRODUCTION

1.1.INTRODUCTION

Marketing is about winning this new environment with respect to identification and
fulfillment of customer needs and desires. In order to fulfill the demands of all segments of
consumers the marketing It includes all the activities like promotion, distribution, advertising. It
also converts social needs into profitable opportunities. So, this topic provides all the essentials
to the theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also a
requirement for the company to improve its service and product quality to achieve the ultimate
goal. In supply chain the part of an integrated system is called Retailer. Retailer’s satisfaction has
now become a major concern of the service providers in our country.
A retailer or retail store is any business Enterprises whose sales volume comes primarily
from Retailing. The retailer purchases goods or products in large quantity from manufacture
directly or through a wholesaler and then sells smaller quantity to the consumer for the profit.
Retailing can be done in either fixed location like stores or markets or door to door. In Lion
Dates retailers are the part of marketing channels and perform the work of moving Products from
the distributor to the customers. To stay competitive, manufacturers have to identify advantages
and disadvantages in all aspects of their relationships with retailers who are their customers in a
supply chain context. Retailers are also in direct contact with consumers and hence having an
effective interaction with retailers is crucial for manufacturers to have for the success of the
whole system.

1.2.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.
 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.
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

1.3.RETAILER PERCEPTION

1.3.1.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
knowing the perception of a person.
1.3.2.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.

1.4.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

1.5.STATMENT OF THE PROBLEM

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 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.So in this study the researcher is going to analyze the retailers
satisfaction in Ramesh Flowers(P) Ltd.

1.6.OBJECTIVES OF THE STUDY

 To understand various problems faced by retailers of Ramesh Flowers(P) Ltd..

 To analyze complaints of retailers towards products and services of Ramesh
Flowers(P) Ltd
 To study/identify retailers satisfaction level towards Ramesh Flowers(P) Ltd
products and services.
 To develop effective solution to the problems faced by retailers.
1.7. SCOPE OF THE STUDY

 To find out prospective Retailers

 It helps in finding competitors strength as well as its weaknesses.
  This survey helps the company to find its loophole in overall services which is provided
by them.
 It is helpful to perceive the Retailers
 It is helpful to understand and analyze the factors that influence the retailers.

1.8.SAMPLE DESIGN

Primary data will be collected using the simple random sampling method and a self-
developed questionnaire distributed to the respondent. This sampling method is chosen for its
easiness and cost efficiency to collect responses using a sample.

1.9.DATA COLLECTION METHOD

There are two types of data Viz., Primary Data and Secondary Data. The primary data are
those which are collected a fresh and for the first time and thus happen to be original in character.
The secondary data, on the other hand, are those which have already been passed through statistical
process while doing our research I had taken the help of both primary data as well as secondary
data for analyzing the results.

1.9.1.METHOD FOR COLLECTING PRIMARY DATA

During survey the primary data collected from structured Questionnaire. In this survey
method a questionnaire is personally given to the respondent from the selected sample with a
request to answer the questions and return the questionnaire. A questionnaire consists of number
of questions relevant to the research problem, printed or typed in a definite order on the form or
sets of forms. The questionnaire is personally provided to respondents under the guidance of the
researcher, who are then expected to read, understand and write down the reply in the space
meant for answering various questions in the questionnaire itself.

1.9.2.SOURCES FOR COLLECTING SECONDARY DATA

Secondary data collected from various magazines, internet and various books. For the
collection of secondary data various articles and researches from news journals, company internal
records, and personal researches relevant to the research problem have been included.
All the findings and conclusion obtained on the survey done in the working area. With the limit,
I tried my best to select the sample representative of the whole group. During my job training I
maintained different routes during my dealer survey
1.9.3.QUESTIONNAIRE

This is the most popular tool for the data collection. Researcher designed questionnaire according
to the topic and objective of the research project, researcher used three type questionnaire methods
into data collection, i.e.

 Multiple choice questions

 Open end questions
 Dichotomous

Multiple Questions

Multiple questions researcher used because many option in this kind of questions and easy
for getting response from respondent. Researcher used 16 multiple questions.

Questions of this type offer the respondents an alternative to choose the right answer among others.
It is faster, time saving and less biased. It’s also simplifies the tabulating process.

Open end Questions

Open end question basically put know about respondent answer in there form, but most of
the respondent just blank it, and go with another question. One open end question used in this
project.In this type respondent are free to answer in their own words and express the ideas they
think are relevant

Dichotomous

Dichotomous question very simple and any one can able to answer that particular question
teenage, young and old. Two dichotomous questions used in this project. These are the questions
which are Boolean in nature. These answers are straightforward and respondent have to answer
them in a straight way. That means the answer can only be either ‘Yes’ or ‘No’.
1.10.Sample Size

The data were collected using questionnaire method from 65 respondents. But some
questionnaire has inadequate information. The sample size took for this study is 50

1.12. Tools of Analysis

To analyze the field survey information, Ratios & Percentages, Averages, Weighted
Averages, and Chi-square Test statistical techniques were applied. For this analysis SPSS
(Statistical Package for Social Sciences) Software was applied.

1.13.LIMITATION OF THE STUDY

 The sampling survey area is limited to only one branch

 The survey is conducted within the limited period
 Findings of the survey will based on the assumptions that the respondents will provide
 Some of the questionnaires may not be filled with care and accuracy by the employees.
1.14.CHAPTER SCHEME OF THE STUDY

This study is presented in five chapters.

Chapter I - Briefly introduces statement of the problem, objectives of the study. Methodology
and limitation of the study and chapter Scheme

Chapter II - Reviews the previous literatures relating to the study.

Chapter III - Profile of the Company

Chapter IV – Data Analysis and Interpretation.

Chapter V- Summarizes the findings of the research, conclusion and suggestions.