A Study On Retailers Satisfaction Towards Britania Distribution With Reference To Vishalakshi Distributors at Dindigul

A STUDY ON RETAILERS SATISFACTION TOWARDS
BRITANNIA DISTRIBUTION WITH REFERENCE TO KANNAN

AGENCY AT ARUPUKOTTAI TOWN
Project report submitted in partial fulfillment of the requirements for the awards of the
Degree of
MASTER OF BUSINESS ADMINISTRATION
OF
MADURAI KAMARAJ UNIVERSITY
CHENNAI
Submitted by
M.VIJAYA KAMATCHI
(Reg.No: COB14150)
Under the guidance of
Dr.N.SWARNALATHA, M.B.A., M.Phil., Ph.D.,
DIRECTOR
DEVANGAR ARTS COLLEGE

ARUPPUKOTTAI
APRIL–2023
BONAFIDE CERTIFICATE
This is to certify that Mr. AJAY.S (Reg.No:922619631002) is a bonafide student of

VIJAY INSTITUTE OF MANAGEMENT, Dindigul, has successfully completed the
project work titled on “A STUDY ON RETAILERS SATISFACTION TOWARDS
BRITANNIA DISTRIBUTION WITH REFERENCE TO VISHALAKSHI
DISTRIBUTORS AT DINDIGUL” in partial fulfillment of the requirement of Master
Of Business Administration(MBA) Program for the academic year 2019-2021.
PROJECT GUIDE PRINCIPAL & DIRECTOR
Project report was submitted and Viva-Voce held on _______________________at

VIJAY INSTITUTE OF MANAGEMENT.
INTERNAL EXAMINER EXTERNAL EXAMINER
DECLARATION
I, AJAY.S (Reg.No: 922619631002) hereby declare that the project report entitled, “A
STUDY ON RETAILERS SATISFACTION TOWARDS BRITANNIA
DISTRIBUTION WITH REFERENCE TO VISHALAKSHI DISTRIBUTORS
AT DINDIGUL” submitted by me to the Anna university, Chennai, in partial
fulfillment of the requirement for the award of degree of MASTER OF BUSINESS
ADMINISTRATION under the guidance of Dr.N.SWARNALATHA, M.B.A.,
M.Phil., Ph.D., is my original work.
PLACE: DINDIGUL AJAY.S

DATE: (Register No: 922619631002)
ACKNOWLEDGEMENT
I am grateful to Dr.T.VIJAYARAGHAVAN, M.Sc, MCA, MBA (Ind), MBA

(USA), Ph.D., Chairman, Vijay Institute of Management, Dindigul for providing
inspiration and moral support during the course of MBA.
I would like to thank Dr.Ir.VADIVU VIJAYARAGHAVAN, BE, MS(NL), MBA,

(Ph.D)., Trustee,Vijay Institute of Management, Dindigul for giving the opportunity to
continue my MBA studies and for its financial support.
I am indebted to Dr.N.SWARNALATHA, M.B.A., M.Phil., Ph.D., Principal and

Director, Vijay Institute of Management, Dindigul, for his support during the entire
course of this project work.
It is with great appreciation and gratitude towards my guide Dr.N.SWARNALATHA,

M.B.A., M.Phil., Ph.D., Principal and Director, Vijay Institute of Management,
Dindigul, for helpful guidence, valuable support, timely feedback and comments for
my documentations.
I wish to express my sincere thanks to Mr.VIGNESH RAJAGOBAL,Visalakshi

Distributor, Dindigul, and all the personnel in for their constant encouragement and
support at all stages of project work.
I would like to be grateful to my God Almighty for giving me health and strength to
continue and finish this study.
Finally, I wish to thank all the faculty members, friends, and my parents for their
continuous help to complete this project successfully on time.
LIST OF CONTENTS
SL.NO CONTENTS PAGE NO

CHAPTER-I
1.1 INTRODUCTION 1
1.2 STATEMENT OF THE PROBLEM 7
1.3 OBJECTIVES OF THE STUDY 8
1.4 SCOPE OF THE STUDY 9
1.5 INDUSTRY PROFILE 10
1.6 COMPANY PROFILE 13
1.7 LIMITATIONS OF THE STUDY 19
1.8 CHAPTER SCHEME 20
CHAPTER-II
2.1 REVIEW OF LITERATURE 21
CHAPTER-III
3.1 RESEARCH METHODOLOGY 28
3.2 SOURCES OF DATA 28
3.3 PERIOD OF THE STUDY 28
3.4 SAMPLING PLAN 28
TOOLS AND TECHNIQUES OF DATA
3.5 29
COLLECTION
3.6 HYPOTHESIS OF THE STUDY 30
CHAPTER-IV
4.1 DATA ANALYSIS AND INTERPRETATION 31
4.2 TESTING OF HYPOTHESIS 67
CHAPTER-V
5.1 FINDINGS 71
5.2 SUGGESTIONS 73
5.3 CONCLUSION 74
ANNEXURE 75
REFERENCES 79
LIST OF TABLES
TABLE TABLE NAME PAGE

NO. NO.
4.1.1 Gender of the respondents 31
4.1.2 Age of the respondents 32
4.1.3 Annual income of the respondents 33
4.1.4 Educational qualification of the respondents 34
4.1.5 Area of store in the city 35
4.1.6 Type of business 36
4.1.7 Type of store 37
4.1.8 Life time of store 38
4.1.9 Type of family 39
4.1.10 Number of family members 40
4.1.11 Influencing for buying decisions 41
4.1.12 Time for purchasing 42
4.1.13 Preference mode of purchase 43
4.1.14 Significant media mode of advertisement 44
4.1.15 Level of agreement towards their product attributes 45

4.1.16 Level of agreement towards their purchase decisions 49
4.1.17 Level of agreement towards information about distribution
agency 52
4.1.18 Level of agreement towards dealership service 55
4.1.19 High sale product of Britannia 59

4.1.20 Aware about retailers schemes 60
4.1.21 Spoilage of product from the company 61
4.1.22 Satisfaction towards salesman 62
4.1.23 Preference about product distribution type 63
4.1.24 Level of agreement towards retailers loyalty 64
4.2.1 Relationship between the age of the respondents and satisfactory
level towards salesman of the company: 67
4.2.2 Association if any, between the annual income of the respondent

& type of store they runs: 69
LIST OF CHARTS
CHART CHART NAME PAGE

NO. NO.
4.1.1 Gender of the respondents 31
4.1.2 Age of the respondents 32
4.1.3 Annual income of the respondents 33
4.1.4 Educational qualification of the respondents 34
4.1.5 Area of store in the city 35
4.1.6 Type of business 36
4.1.7 Type of store 37
4.1.8 Life time of store 38
4.1.9 Type of family 39
4.1.10 Number of family members 40
4.1.11 Influencing for buying decisions 41
4.1.12 Time for purchasing 42
4.1.13 Preference mode of purchase 43
4.1.14 Significant media mode of advertisement 44
4.1.15 Level of agreement towards their product attributes 45

4.1.16 Level of agreement towards their purchase decisions 49
4.1.17 Level of agreement towards information about distribution
agency 52
4.1.18 Level of agreement towards dealership service 55
4.1.19 High sale product of Britannia 59

4.1.20 Aware about retailers schemes 60
4.1.21 Spoilage of product from the company 61
4.1.22 Satisfaction towards salesman 62
4.1.23 Preference about product distribution type 63
4.1.24 Level of agreement towards retailers loyalty 64
ABSTRACT
The purpose ofis to improve the contribution of retailers for the achievement of
our goals of organizational objectives. The primary data were derived from the answers
respondents gave in the structured questionnaire were prepared. The primary data was
collected from retailers through questionnaire. So, the questionnaire visited around 127
retailers. The questionnaires have contained 24 questions. The data getting through
mailed questionnaire was framed on Google form the data get in and MS- Excel to
analysis the data. The simple column chart and tables are used to present the analysis
on the basis of tool called percentage analysis. For this study, questionnaire was used as
the research instrument to know the satisfaction level of retailers. Primary data in the
present research plays a very vital role; conclusion and recommendation in this research
are completely based on the data analysis and interpretation. The primary data collected
from the respondents has been classified and tabulated using statistical tools like
percentage analysis, chi-square & correlation. The conclusion were found in
accordance of findings and suggestions.
Keywords: Retailing, Retailers, Channel of distribution, Product Distribution,

Salesmanship, Retailers Satisfaction, work life balancing.
CHAPTER - I
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 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.
Against this background, this study aims to explore the way that relates to
retailer satisfaction for Indian FMCG products and considering it as flexible approach
as this has not been used for untouched Indian sector for measuring satisfaction of
retailers. FMCG sector in India is diligently adopting effective protocols for improving
customer service, sales, and telemarketing productivity, making customer transactions
shorter, and more cost-effective. FMCG Giants in India have developed leading-edge
ways to monitor, measure, and manage your service and sales functions, and overall
customer satisfaction. They have been felicitated with numerous recognitions,
prestigious industry awards thus enabling them to reach and sustain positions of
leadership and respect. They have succeeded in achieving this stature by aligning their
processes and practices in the most effective and efficient manner. Right from
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conceptualization of the idea to the delivery of the product to the end customer there
are multiple processes and partners and there is an absolute necessity of an alignment
and orientation of these processes and partners. The process orientation gives an idea to
the organization to look at what are the major contributions of all partners in satisfying
the multiple customers. Here we highlight the importance of role played by the retailer
in this success story chain. The products reach customers through retailers whose
function is to make products available to customer. The basic rule for organisation is to
consider the retailer as a very important person who bridges the gap for B-to-B selling
of their products. So we can say that the role of retailer has changed from mere supplier
of goods from organization to the customer to an important entity responsible for
creating a significant feedback loop between businesses and those served by them.
Companies doing a lot to check B-to-C satisfaction, instead, have to realise the
importance of B-to-B satisfaction also for their growth.
RETAILING:
Retailing is a set of activities performed in selling the goods and services
directly to the end users. The goods and services sold to the consumers are meant for
their personal use and not for resale or business activity. Retailing is the last activity
conducted in the chain of product distribution.
In principle, retailing is a business activity which involves the sales of goods
and services to a large number of consumer spread over a large area. There are different
forms of retailing. Many of the forms keep emerging according to the convenience of
the buyers and the retailers.
In large towns, retailing is organized and mostly performed through stores and
automatic vending machines. However, in the rural areas, the retailing of goods and
services is conducted through the traditional pattern of displaying the goods in the
mobile van, carts and on footpaths.
Some of the major retail stores are briefly described here:

i. Departmental store.
ii. Exclusive retail store or specialty store.
iii. Supermarket.
iv. Supermarket, hyper-store.
v. Convenience store.
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vi. Discount store.
VII. Non-franchise or catalogue store.
The Retailer within the Distribution Channel:

From a traditional marketing point of view, the retailer is one of many possible
organizations through which goods produced by the manufacturer flow on their way to
their final consumers.
These organizations/firms perform various roles by being a member of a
distribution channel. For example, a soft drink producer will use a number of
distribution channels for its confectionery, which involve members such as agents,
wholesalers, convenience stores, supermarkets and vending machine operators.
Hence, these channel members, or marketing intermediaries as they are
sometimes referred to, typically perform the functions that a manufacturer does not
have the resources to perform.
A distribution channel is a set of chain of firms/intermediaries that facilitate the
movement of products from the point of production (POP) to the POS to the end
consumer, and retailers are the final contact to business transaction in a distribution
channel that links manufacturers to consumers. In this flow or chain, wholesalers come
before the retailers, and it is essential to understand the term “wholesaler” as both
wholesalers and retailers are intermediaries in distribution channels.
Wholesalers are typically involved in selling to individuals or organizations for
their business use or for resale purpose. In other words, wholesalers buy and resell
merchandise to retailers and other merchants and not to the end consumers. Generally,
wholesalers sell in large quantities/volumes. They take the title of the goods and also
provide credit facility to the retailers. Hence, a wholesaler acts as an intermediary
between the manufacturer and the retailer.
Retailing thus may be understood as the final step in the distribution of
merchandise, for consumption by the end users. In easy terms, any individual, firm, or
organization that sells products to the final consumers is performing the function of
retailing. They endeavor to satisfy customer needs by having the right merchandise, at
the right price, at the right place, in a convenient way when the customer wants it. This
creates real benefit or utility value for the end consumers.
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RETAILER:
The word ‘Retailer’ had been derived from the French word ‘Re-tailer’ which
means ‘to-cut again’. Obviously then, retailing means to cut in small portions from
large lumps of goods. A retailer is last middlemen in the chain of distribution of goods
to consumers. He is a link between the wholesalers and the consumer.
The American Marketing Association defines retailing as “the activities

involved in selling directly to the ultimate consumer for personal and non-business use.
It embraces direct-to-customer sales activities of the producer, whether through his own
stores or by house-to-house canvassing or by mail-order business. The retailer is an
intermediary in the marketing channels and is a specialist who maintains contact with
the consumer and the producer and is an important connecting link in the mechanism of
marketing.
CHARACTERISTICS OF RETAILERS:
 A retailer is the link between a wholesaler and the ultimate consumer and he is
the last intermediary in distribution.
 A retailer buys goods from wholesaler in bulk and resells them to consumers in
small quantities.
 A retailer maintains a personal contact with his customers.
 A retailer makes sufficient shop display of his wares to attract customers.
 Retailers perform all the marketing functions which a wholesaler performs and
in addition emphasizes on advertisement.
 Retailers deal in a variety of merchandise and are often known as general
merchants.
 Usually retailers are classified into two major groups, viz., small scale retailers
and large scale retailers.
 Retailers aim at providing maximum satisfaction to their customers in limited
area.
4
FUNCTIONS OF RETAILERS:
Every retailer performs the following functions:
(i) Buying:
A retailer deals in a variety of merchandise and so he buys collects large
number of goods his stocks from a variety of wholesalers. He selects the best from each
store them and bears wholesaler and also pays the most economical price. He brings all
the goods marketing risks, under one roof and then displays them in shop. Thus he
performs the twin _ functions of buying and assembling of goods.
(ii) Storage:
After assembling the goods, the retailer stores them in his godown so that they
are held as reserve stocks for the future. Storage of goods in ready stock is also
necessary.
(iii) Selling:
The ultimate aim of every retailer is to sell the goods he buys. So he employs
efficient methods of selling to dispose off his products at a faster rate so that he can
increase his turnover in a period of time.
(iv) Risk-bearing:
The retailer bears the risk of physical damage of goods and also that of price
fluctuations. Moreover, risk of fire, theft, deterioration and spoilage of goods has also
to be borne by him. Changes in fashions, tastes and demand of his customers also have
an adverse effect on his sales; nevertheless a retailer does not lose heart. He bears all
these trade risks which come in his way during the normal course of business.
(v) Packing:
A retailer packs his goods in small packets and containers for his customers.
Occasionally he may be required to grade the goods also.
(vi) Credit:
Often retailers grant credit to customers and also bear the risk of bad debts,
which go along with credit sales.
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(vii) Supply Information:
Retailers supply valuable market information to both wholesalers and
customers.
(viii) Advertising:
Retailers display goods and spend on advertisement also.
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1.2. STATEMENT OF THE PROBLEM:
The primary concern of an organization is its viability and hence it’s an
efficiency every organization needs to have effective human resources functions.
Which includes the outside consumer / customer of the products or services. Now this
study reveals the Retailers satisfaction towards the Britania distribution under the
Vishlakshi traders at Dindigul city. As retailers had different disciplines, such like they
had a small petty shop or a medium grocery store or a super market or a big department
store are all come undera one category called by retailers. It is difficult to get the
appropriate information from all the retailers about their satisfaction level on their
business and there too. The study is bounded to the retailers and their satisfaction
towards the distribution only and exact by focus on the efficiency and analyzing the
level of satisfaction and the suggestions and conclusion to the organizations.
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1.3. OBJECTIVES OF THE STUDY:
 To know the demographic profile of the retailers of britania around the
Dindigul city.
 To analyse the trend value and market value among the retailers of the britania.
 To analyse the retailers satisfaction towards distribution from visalakshi traders
Dindigul.
 To study the perception of the distributors and their company around the city.
 To suggest and conclude the study based of the findings.
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1.4. SCOPE OF THE STUDY:
 This study helps to know the retailers profile around the dindigul city,
 This study is about the retailers of visalakshi traders where distribute
within the city.
 It helps to analyse the satisfactions and impaction around the quality of
work life among the retailers.
 To educiatate the level of satisfaction by the distribution of britania
products from the distribution company.
 The distribution company and britania enterproses has to know the
expectations of their customers through the element of distribution
channel called its retailers.
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1.5. INDUSTRY PROFILE
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the
Indian economy with Household and Personal Care accounting for 50 per cent of
FMCG sales in India. Growing awareness, easier access and changing lifestyles have
been the key growth drivers for the sector. The urban segment (accounts for a revenue
share of around 55 per cent) is the largest contributor to the overall revenue generated
by the FMCG sector in India However, in the last few years, the FMCG market has
grown at a faster pace in rural India compared with urban India. Semi-urban and rural
segments are growing at a rapid pace and FMCG products account for 50 per cent of
total rural spending.
 The Fast-Moving Consumer Goods (FMCG) sector is the fourth largest sector
in India As per the Boston Consulting Group (BCG), the Indian FMCG market
is estimated at about US$ 185 billion or about Rs.12.6 trillion. It has grown
annually at about 12% per annum over the last decade.
 The key segments within this sector are staples, packaged food, beverages,
consumer health, and home & personal care. The staples segment has a share of
about 70% of the total market ,with it being fairly divided between its sub-
segments namely pulses & cereals, edible oils & fats and dairy.
 The share of the branded players in these set of products is fairly low.
However, when it comes to segments such as packaged foods, beverages,
consumer health and home & personal care (all of which have a combined size
of 30% of the market), the branded players have majority share. On an overall
basis, the share of the branded segment stands at about a third.
 The fastest growing segments in recent times include packaged foods, edible
oils and home & personal care products.
 A large population to be fed means that India has increased its farm
productivity and production over the years. White revolution has resulted in
abundance of milk and milk products. Armed with a huge agriculture sector,
abundant livestock and cost competitiveness, India is fast emerging as the
sourcing hub of processed food.
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 The organized space is no more as urban-centric as it used to be. While
metropolitan and tier-I cities have been driving FMCG consumption over the
past decade or so. It is the tier-II, tier-III and tier–IV cities that are expected to
drive the sector growth over the next decade. While consumer goods are
largely retailed through two primary sales channels - general trade and modern
trade, present times are quite interesting as new channels such as e-commerce
have emerged quickly to become forces to reckon with; but this space is yet to
provide a profitable and sustainable model as things stand today.
 General trade comprising of the ubiquitous Karana stores is the largest sales
channel forming the majority of overall retail sales. However, growth of
consumer goods retailed through the newer channels is now outpacing the
growth of FMCG products in general trade. Tier II and Tier III are witnessing a
fast growth in the modern trade segment.
 According to a BCG report, India‘s consumer spending could go up to US$ 3.6

trillion by 2020and India‘s contribution to global consumption is expected to
more than double to 5.8% by 2020.
 Factors such as a comfort, convenience, rising trust factor, modern store

experience, access to a wide variety of categories & brands under a single roof
and compelling value-for-money deals are attracting consumers to the newer
channels in a big way.
 The implementation of the Goods and Services Tax (GST) from 1 July 2017 is
seen to be positive for the sector. Over time, the implementation of a single tax
regime is expected to benefit the FMCG sector immensely by reducing the
overall incidence of taxation.
 GST has already reduced the cascading effect by replacing a multitude of

indirect taxes. Moreover, FMCG companies are now able optimize logistics
and distribution costs in the GST era. The resulting cost savings by the
companies is seen to be passed on to the final consumer the thereby boosting
demand.
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INDUSTRY IN INDIAN MARKET:
Fast moving consumer goods (FMCG) sector is the 4 largest sector in the Indian
Economy with Household and Personal Care accounting for 50 per cent of FMCG sales
in India. Growing awareness, easers access and changing lifestyles have been the key
growth drivers for the sector.
The urban segment (accounts for a revenue share of around 55 per cent) is the
largest Contributors to the overall revenue generated by the FMCG sector in India
However, in the last few years, the FMCG market has grown at a faster pace in rural
India compared with urban India. Semi-urban and rural segments are growing at a rapid
pace and FMCG products account for 50 per cent of total rural spending.
MARKET SIZE:
The retail market in India is estimated to reach US$1.1 trillion by 2020 from
US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent per annum,
which is likely to boost revenues of FMCG companies Revenues of FMCG sector
reached Rs 3.4lakh corer (US$ 52.75 billion) in FY18 and are estimated to reach US$
103.7 billion in 2020. The sector witnessed growth of 16.5 per cent in value terms
between july - september 2018; Supported by moderate inflation, increase in private
consumption and rural income.
INDUSTRY IN WORLD MARKET:

 Health
 Financial services
 Consumer products and services
 Logistics and transportation
 Business products and services
 Construction
 Government services
 Real estate
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1.6. COMPANY PROFILE
BRITANNIA
Britannia Industries is one of India’s leading food companies with a 100 year
legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most
trusted food brands, and manufactures India’s favorite brands like Good Day, Tiger,
NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products
including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand which many
generations of Indians have grown up with and our brands are cherished and loved in
India and the world over. Britannia products are available across the country in close to
5 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 5 percent of revenue and

Britannia dairy products directly reach 100,000 outlets.
Britannia Bread is the largest brand in the organized bread market with an
annual turnover of over 1 lac tons in volume and Rs.450 crores in value. The business
operates with 13 factories and 4 franchisees selling close to 1 million loaves daily
across more than 100 cities and towns of India.
They have a presence in more than 60 countries across the globe. Their
international footprint includes presence in Middle East through local manufacturing in
UAE and Oman, are the No 2 biscuit player in UAE with a strong contention to
leadership and have a similarly strong market position in the other GCC countries.
They are also the market leaders in Nepal and are in the process of investing a
manufacturing facility in the country.
Their foot print spreads across North America, Europe, Africa and South East
Asia through exports and they are investing in a state- of- the- art facility in Mundra
SEZ, Gujarat, to service the exports markets.
Their strategic expansion plan is based on the principle of ‘One new market a
year’. They plan to expand through local operations in Africa and South East Asia in
the coming years.
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Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think
Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia
became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is
enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began
working on public private partnership to address malnutrition amongst under-privileged
children and women.
“Their Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious

Food.”
Brand Britannia is listed amongst the most trusted, valuable and popular brands
in various surveys conducted by prestigious organizations like Millward Brown, IMRB,
WPP Group and Havas Media Group to name a few.
Their relentless focus on quality and freshness have won us prestigious

accolades including the Golden Peacock National Quality Award and the Ramakrishna
Bajaj National Quality Award.
However, the award that they cherish the most is the one given by our
consumers. Britannia is recognized as one of the most trusted, valuable and popular
brands among Indian consumers in various reputed surveys.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy Britannia
product several times a day!
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PRODUCTS:
BISCUITS
GOOD DAY:
In its brand new tastier avatar, Britannia Good Day brings alive its philosophy
of Smiles through its new Logo, packaging and cookie, the New Good Day cookie
comes with a smiley design on it as well!
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CRACKERS:
NUTRICHOICE:
MARIE GOLD:
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TIGER:
MILK BIKIS:
TREAT:
BOURBON:
17
LITTLE HEARTS:
PURE MAGIC:
NICE TIME:
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1.7. LIMITATIONS OF THE STUDY:
 The study is restricted to the retailers only.
 The survey has covered only a sample of 125 respondents, so it may not reflect
the overall thoughts and feelings of the employees.
 Since the opinion may not reflect it for long period, it may differ from time to
time.
 The survey was conducted based on the industries, it may leads to differ in data
was analyzed.
 It has a time constrict of three months only.
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1.8 CHAPTER SCHEME
Organization of the Report
Chapter I
This chapter deals with the Introduction of the Study which covers
Introduction, statement of the problem, objectives of the study, scope of the study,
Industry profile, Company Profile, Limitations of the study.
Chapter II
This Chapter deals with the Review of Literature, Research Gap.
Chapter III
This chapter deals with a Research Methodology of the study. It shows
sampling, period cover by the study, sources of data, tools used for the study,
Hypothesis of the study.
Chapter IV
This chapter deals with the Data Analysis and Interpretation, Testing of
hypothesis of the study.
Chapter V
This chapter deals with the Summary of Findings, Suggestions &Conclusion
of the Study.
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CHAPTER - II
2.1 REVIEW OF LITERATURE
Ashish Kumar Isher .al (2017) “Study of Retailer’s Satisfaction towards

Distribution Channel of Amul Products in Jammu”. The research paper entitled
“Study of retailer’s satisfaction towards distribution channel of AMUL products in
Jammu” has been conducted in Jammu in which the retailers and distributors were
selected at different places in Jammu city through convenience sampling. The
information from various retail shops and distributors were collected with the help of
well structured pre-tested schedule and the data was analyzed by using descriptive
statistics, pie charts, per centages. In this study two distribution channels of AMUL
products in Jammu were identified viz. (I) Company → C/F → Distributer → Retailer
→ Consumer and (II) Company → C/F → AMUL retail outlet → Consumer.
B.Adhirai .al (2017) “Analysis of retailer satisfaction towards the products

of lion dates impex pvt ltd with special reference to thanjavur region”. The entire
focus of the present study is to understand the retailer satisfaction towards various
products of lion dates and find out the areas where the company needs to improve the
service quality. The study was conducted by the researcher in Thanjavur region and the
areas around the city. The objective of the project is to identify the satisfaction of the
retailer towards various Lion Dates products. The research is based on the major
components such as Quality, Credit policy, packaging, providing offers, schemes, etc.,
The factors influencing the retailer satisfaction are its Quality aspects, Supply chain
performance, Credit policy, Marketing support, Business relationship building and
Perception of New product launch. The research is conducted with the help of a
questionnaire, a sample of 270 was taken. After the data collection, researcher has
identified the reliability of the scale was tested through Cronbach Alpha (0.82) and the
respondents were mostly men as compared to women. The analysis was done by using
the statistical tools which reveal that most of the retailers satisfied with the lion dates
products and based on that suggestion the product packaging & more offers, schemes,
discounts needs to be considered. The introduction of new product in the market is
recommended by most of the retailers. Finally, these suggestions will help to develop
the company performance in future.
21
Kujtim Hameli (2018), “A Literature Review of Retailing Sector and
Business Retailing Types”. The retail sector probably is the most important sector of
economy because it has to do directly with consumer. It includes all stores, from kiosks
and small groceries to supermarket chains and shopping malls that sell products and
services to final consumer for personal and household use. The aim of this paper is to
make an investigation of retail sector and its business type. To gather the data, second
resources has been used. A deeply scanning of literature has been performed.
According to the investigation, the retailing sector generally is organized in two main
groups: the retailing within the store and retailing out of the store. Retailing within the
store is classified according to different characteristics, but the most important types of
classification are those based on the form of the ownership, merchandise and price.
According to the ownership-based classification, the most important types are
independent stores, chain stores, franchising and leased department stores. According
to the merchandise-based classification the most important types of retailing are
department stores, supermarkets, specialty stores, convenient stores, superstores and
retailer services. According to the price-based classification, the most important types
of retailing are discount stores, factory outlets, category killers, off-price stores,
warehouse clubs and hypermarkets. According to the place-based classification the
most important type of retailing are shopping centers. The most important types of
retailing out of the store are direct selling, direct marketing and automatic vending
machines selling.
S.M. Zulaikha Fatima, (2017) “Retailing: An Emerging Trend In India
Literature Review”In this review article, research articles published in various peer
reviewed journals are read and classified five main areas which are responsible for
moving the field forward. The article highlights the key insight from every area and
suggests issues, which are further needed to be explored. It also introduce emerging
areas in retailing. It is expected to motivate retailers and academicians to conduct
additional future research in these and other related areas.
G. Kalaiamuthan, (2014) “A Study on Retailer satisfaction with special
reference at Pepsi Co, Madurai”. From the study it can be concluded that the over all
satisfaction for Pepsi product in good Pepsi Product stands best a quality also. Retailers
are satisfied about the price, quality, channel of distribution, dealer sales support etc.
But focus needs to the placed on credit period, advertising and promotional activities
22
and to some extent o brand availability. This is sure to improve the success ofPepsi
Product in the global level.
A.M.A.Jenita, (2018), “A Study on Retailer Satisfaction in Food Retail

Market With Special Reference to Soft Drinks in Selected Districts of Tamilnadu”.
India with a population of more than 100 crores is potentially one of the largest
consumer markets in the world with urbanization and development of economy, tastes
and interests of the people changes according to the advance nation. FOOD industry is
one of the fast growing industries in India. Retailer Satisfaction is a result of a product
related experience offered by companies and this question reflects the overall opinion
of a retailer’s experience with the product performance. The project was carried out
depending on the various data which are obtained from both primary source (direct
interview with retailers) and the secondary sources (the website of the company, books,
and print media).The analysis was made studying the questionnaire and observation
which was distributed among 300 Retailers to find their response about the various
questions asked related to the satisfaction level and problems faced by them. The
sampling method, convenience sampling was used; the total size of sample is 300 for
retailers. The data analysis and interpretation done through using factor analysis
through SPSS.20. The major findings of the study are related with the soft drinks and
services offered to retailers in selected districts of Tamil Nadu. Retailers were also
satisfied with the distribution network of soft drinks products, information regarding
new schemes and discounts. They were also satisfied with the sales person of soft
drinks. The retailers were satisfied with the credit facilities provided by soft drinks. The
few suggestions for soft drinks manufactures from the researcher point of view are
given in this paper. The conclusion of the survey was based on the objectives of the
study i.e. various problems faced by retailers of soft drinks product, complaints of
retailers towards products and services of soft drinks, retailers satisfaction level
towards soft drinks products and services and effective solution to the problems faced
by retailers.
Terhi Lahti, (2018), “Improving retailer satisfaction”. Customer satisfaction
is a key element for successful business operations and in today’s highly competitive
business environment focusing on customers can give company a competitive
advantage over the competitors. This thesis is commissioned by Green Room Ltd, a
company operating as a supplier in health food industry. The customers of Green Room
23
are retailers. The aim of this thesis was to study the satisfaction of Green Room’s
customers and find ways to improve it. The focus of the study was to find out what
factors do Green Room’s customers value and how can Green Room improve the
customer satisfaction. The study was conducted as quantitative research. Questionnaire
was developed based on the theoretical framework and previous studies in co-operation
with the commissioner. Based on the results of the study, the factors Green Room’s
customers value most are high quality products, good delivery accuracy, contact
person’s professional knowledge about the prod-ucts, good delivery conditions, fast
reaction to delivery problem, impeccable deliveries, correct product data, ethics and
responsibility, quick customer service and support in com-plaint situations. When
comparing and analysing the customer expectations to Green Room’s performance, the
thesis author concluded that Green Room can increase customer satisfaction and meet
the customer expectations by focusing especially on improving de-livery accuracy,
delivery conditions and fast reaction to delivery problems.
F.Mohamed Sabura .al (2012), “Retailers attitude towards britannia biscuits

(a study with special reference to rural areas of tirunelveli)” Unlike urban markets,
rural markets are difficult to predict and possess special characteristics. The featured
population is predominantly illiterate, have low income, characterized by irregular
income, lack of monthly income and flow of income fluctuating with the monsoon
winds. The rural consumer expects value for money and owing to has unsteady and
meager status of weekly income; increasing the household income and improving
distribution are the viable strategies that have to be adapted to tap the immense
potential of the market. It is uneconomical to access a large number of small villages
with a very low population density spread over a large geographic area. Social norms,
traditions, castes, and social customs have greater influence on the consumer behavior
in rural areas than in urban areas. Factors such as limited physical access, low density
of shops, limited storage facilities, need for a large number of intermediaries in the
distribution channel to reach the end customers, and low capacity of intermediaries to
invest in business make the tasks of reaching rural consumers very complex. The aim
of this research is generally to examine retailer’s attitudes towards Britannia products
in the rural areas of Tirunelveli district. Data was collected through a structured
questionnaire. Anova analysis was used to identify the impacts of the variables
(Customer relationship management, marketing mix, supply chain) on the
24
retailer'sattitude and finally suggestions were given based on the findings to enhance
the attitude among the retailers and increase the sales in the rural areas.
Govindamrit G .al (2019), “Perception of Retailers about Coca Cola in

Tripur District of Tamil Nadu an Empirical Study”, detailed study has been done
about the Coca cola among retailers in Tirupur District of Tamil Nadu. Various factors
that can affects the sales and perception has been found out with the help of a
questionnaire. Study is done based on 100 Retailers in Tirupur to understand their
perceptions about the product. Various problems have been found out such as delivery
delay, profit Margin, Technical issues, Presellers Attitude, Offers and Ad campaigns
which seriously affects the sales and business of Coca COla products. The best
solutions have been found out to solve the problems regarding the factors which can
result in increase of profit and smooth flow of business as well as good perception
about product among retailer
Appohwood Vilbert Mcobrein (2019),“Determinants of Customer

Satisfaction through Effective Wholesale Distribution System: A Survey of
Distributors and Retail Outlets at Makola Market- Accra, Ghana”. The study
examined determinant of customer satisfaction through effective wholesale distribution
system using distributors and retail outlets at the market in Accra, Ghana. Specifically
the study assessed the nature of distribution channels used by Makola Marketers for
product distribution to distributors and retail outlets in Makola market in Ghana;
distributor channel differential strategy adopted by Makola Distributors; effect of
Product distribution channel on customer satisfaction at Makola Market and effect of
distribution channels on customer’s satisfaction This case study research had customers
and employees as unit of analysis. It had a sample of 20 respondents, whereby primary
and secondary data were collected through the use of interviews, questionnaires, and
documentary review. Data were analysed through Statistical Package of Social Science.
Findings revealed that distribution channel adopted by Makola Distributors ensures
availability of her products, reduce response time and makes information available to
their customer in aspect it facilitates positive relationship with her customers and
agents. Also, agreement by respondents to effect that process for getting their concerns
resolved is high thus impacts positively on their satisfaction and commitment to doing
business with Makola Distributors. Averagely, respondent agreed to been satisfied with
25
current level distribution channel adopted by Makola Distributors in products delivery
to their shops in Makola, Ghana. Based on the findings, it was recommended that
Makola Distributors should be in position to continuously weigh the benefits that
accrue from application of distribution channel. Makola Distributors should ensure
strict adherence to their policies and guideline regarding the use distribution channel.
Makola Distributors should ensure aggressive Marketing, regular visit to distributors.
Dhanashree Nagar (2016), “Retail Service Quality and its Effects on
Consumer Preferences for Retail Format Stores”. Consumer’s store preferences are
associated with the quality of services delivered by the retailer. The present study was
carried out to measure the preferences of consumers based on quality of services
delivered by retail stores. To measure the service quality of grocery retail stores,
traditional scale SERVQUAL, developed by Parasuraman, Zeithaml, & Berry (1985) is
used. Variables associated with delivering service quality are grouped on RATER
model. The data has been collected through questionnaire and the results have been
concluded using ANOVA on SPSS 17. The study confirms that retail service quality
parameters play vital role in determining consumer preferences for a specific format.
Customer satisfaction is also based on the efficiency of services delivered by the
retailers which results into developing their preferences for a specific retail format in
grocery.
Mosad Zineldin .al (2014), “Loyalty, Quality and Satisfaction in FMCG
Retail Market does Loyalty in Retailing Exist?”. This study aims to identify and
analyse how customers are experiencing quality, loyalty and satisfaction in the
FastMoving Consumer Goods (FMCG) retail market. The 5Qs model which includes
economical and behavioural attributes is used. A research based on 200 respondents is
used to identify differences between various 5Qs attributions. It shows that satisfaction
does not automatically lead to loyalty. The price is a ruling attribute that makes the
customer chase discounts, no matter who provides it. Results show that both
psychological and economical attributions influence customers’ loyalty. The study
reveals that organizations have the fantasy that their customers are totally loyal. This is
a dichotomous thought because, the customers did not restrict their loyalty to a few
organizations, but they are loyal to those organizations which provide them better
offers. Independent variable satisfaction correlates substantially with dependent
variable loyalty (.570). Holding a membership card which can indicate a commitment
26
attitude was not significant to the loyalty or satisfaction. Thus, the organizations should
understand that disloyalty within varying degrees is a reality and a necessary evil.
27
CHAPTER-III
3.1. METHODOLOGY OF DATA COLLECTION

METHODOLOGY:
After having identified the problem as the “A STUDY ON RETAILERS
SATISFACTION TOWARDS BRITANIA DISTRIBUTION WITH
REFERENCE TO VISHALAKSHI DISTRIBUTORS AT DINDIGUL. It was
decided to conduct a descriptive research.
3.2. SAMPLINGPLAN:
 Population: Retailers of Dindigul city
 Sample Size: 125 Retailers
 Sampling Method: Non probability, Convenience Sampling Method
3.3. PERIOD OF THE STUDY:
This study describes the retailers satisfaction towards britania distribution
with reference to visalakshi distributors at dindigul. The survey on performance
appraisal could conduct on three- months basic so, this study duration is three
months.
3.4. SOURCES OF DATA:

A study is successfully completed when the data available is appropriate and
adequate.
PRIMARY DATA:
Primary data refers to the data that is fresh and collected for the first time. It
refers to the data collected by the researcher himself and original in character.
The primary data were derived from the answers respondents gave in the
structured questionnaire prepared by the researcher. The primary data is collected from
retailers through questionnaire. So, the researcher visited around retailers. The
questionnaires have contained questions. The respondents were asked to give their
opinion regarding the concerned topics and respondents have given valuable
information.
Primary Data are original source, which are collected directly from the
respondents. This information is collected through mailed questionnaire.
28
DESCRIPTIVE RESEARCH:
Descriptive Research is also called Statistical Research. The main goal of
this type of research is to describe the data and characteristics about what is being
studied. The idea behind this type of research is to study frequencies, averages, and
other statistical calculations. Although this research is highly accurate, it does not
gather the cause behind a situation. Descriptive Research is mainly done when a
researcher wants to gain a better understanding of a topic.
This type of research is also a grouping that includes many particular

research methodologies and procedures, such as observations, surveys, self-report,
and tests. The four parameters of research will help us understand how descriptive
research in general is similar to, and different from, other types of research.
3.5. TOOLS AND TECHNIQUES OF DATA COLLECTION:
Research instrument:
The tools and instruments used are questionnaire for collecting primary data.
The data getting through mailed questionnaire was framed on google form the data
get in and MS- Excel to analysis the data. For this study, questionnaire was used as
the research instrument to know the satisfaction level of Employees. A structured
questionnaire was distributed to the selected respondents. The questionnaire given to
the respondents aimed to know opinion about current situation and the questionnaire
was structured in such a way that respondents were able to answer it easily.
Data Analysis Procedure:
PERCENTAGE ANALYSIS METHOD:
The statistical tool used in this research is

No . of .respondents
Percentage= × 100
Total No . of . Respondents
CHI – SQUARE ANALYSIS:
The chi-square test is an important test amongst the several tests of

significance developed by statisticians. Chi-square, symbolically written as x 2
(Pronounced as Ki-square), is a statistical measure used in the context of sampling
analysis for comparing a variance to a theoretical variance. As a non-parametric* test,
29
it “can be used to determine if categorical data shows dependency or the two
classification are independent. It can also be used to make comparisons between
theoretical population and actual data when categories are used”. Thus, the chi-square
test is applicable in large number of problems. The test is, in fact, a technique through
the use of which it is possible for all researchers to (i) test the goodness of fit; (ii) test
the significance of association between two attributes, and (iii) test the homogeneity or
the significance of population variance.
2
(0 i−Ei)
x 2=Ʃ
Ei
CORRELATION ANALYSIS:
Correlation is a bivariate analysis that measures the strength of association

between two variables and the direction of the relationship. In terms of the strength of
relationship, the value of the correlation coefficient varies between +1 and -1. A value
of ± 1 indicates a perfect degree of association between the two variables. As the
correlation coefficient value goes towards 0, the relationship between the two variables
will be weaker. The direction of the relationship is indicated by the sign of the
coefficient; a + sign indicates a positive relationship and a – sign indicates a negative
relationship. Usually, in statistics, we measure four types of correlations: Pearson
correlation, Kendall rank correlation, Spearman correlation, and the Point-Biserial
correlation.
3.6. HYPOTHESIS OF THE STUDY:

 Relationship between the age of the respondents & satisfactory level towards
salesman of the company.
 Association if any, between the annual income of the respondent & type of store
they runs.
30
CHAPTER - IV
4.1. DATA ANALYSIS AND INTERPRETATION
TABLE 4.1.1 GENDER OF THE RESPONDENTS

GENDER RESPONDENTS PERCENTAGE
MALE 63 50
FEMALE 62 50
TOTAL 125 100%
CHART 4.1.1 GENDER OF THE RESPONDENTS

63.2
63
63
62.8
62.6
62.4
RESPONDENTS
62.2
62
62
61.8
61.6
61.4
MALE FEMALE
Source: Primary Data
INTERPRETATION:
From the above table, it is inferred that 63 respondents were under the group of
male that is 50%, 62 respondents are under the group of female that is 50%,
Gender of the retailers had a equally responded.
31
TABLE 4.1.2 AGE OF THE RESPONDENTS
AGE RESPONDENTS PERCENTAGE
LESS THAN 25 56 45
26- 35 28 22
36- 45 17 14
ABOVE 55 24 19
TOTAL 125 100%
CHART 4.1.2 AGE OF THE RESPONDENTS
60
56
50
40
30 28 RESPONDENTS
24
20 17
10
0
LESS THAN 25 26- 35 36- 45 ABOVE 55
INTERPRETATION:
less than 25 that is 45%, 28 respondents are under the group of 26-35 that is 22%,17
respondents are under the group of 36-45 that is 14%, 24 respondents are under the
group of above that is 19%.
Majority (45%) of the respondents were in the age group of less than 25.
32
TABLE 4.1.3 ANNUAL INCOME OF THE RESPONDENTS
ANNUAI INCOME RESPONDENTS PERCENTAGE
LESS THEN 1 LAKH 60 48
1 -3 LAKH 26 21
3 -5 LAKH 22 18
ABOVE 5 LAKH 17 14
TOTAL 125 100%
CHART 4.1.3 ANNUAL INCOME OF THE RESPONDENTS

70
60
60
50
40
RESPONDENTS
30
26
22
20 17
10
3 4
1 2
0
LESS THEN 1 LAKH 1 -3 LAKH 3 -5 LAKH ABOVE 5 LAKH
INTERPRETATION:
less than 1 lakh that is 48%, 26 respondents are under the group of 1-3 lakh that is
21%,22 respondents are under the group of 3-5 lakh that is 18%, 17 respondents are
under the group of above 5 lakh that is 14%.
Majority (48%) of the respondents were earned less than one lakh for an annum.
33
TABLE 4.1.4 EDUCATIONAL QUALIFICATION OF THE
RESPONDENTS
EDUCATION RESPONDENTS PERCENTAGE
SSLC 22 18
HSC 18 15
GRADUATE 51 41
POST GRADUATE 34 27
TOTAL 125 100%
CHART 4.1.4 EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS
60
51
50
40
34
30 RESPONDENTS
22
20 18
10
0
SSLC HSC GRADUATE POST GRADUATE
INTERPRETATION:
sslc that is 18%, 18 respondents are under the group of hsc that is 15%,51 respondents
are under the group of graduate that is 41%, 34respondents are under the group of post
graduate that is 27%.
Majority (41%) of the respondents were graduates.
34
TABLE 4.1.5: AREA OF STORE IN THE CITY
OPTIONS RESPONDENTS PERCENTAGE
EAST 32 26
WEST 29 23
CENTRAL 20 16
SOUTH 19 15
NORTH 25 20
TOTAL 125 100%
CHART 4.1.5: AREA OF STORE IN THE CITY

35
32
30 29
25
25
20
20 19
RESPONDENTS
15
10
0
EAST WEST CENTRAL SOUTH NORTH
INTERPRETATION:
east that is 26%, 29 respondents are under the group of west that is 23%, 20
respondents are under the group of central that is 16%, 19 respondents are under the
group of more south that is 15%, 25 respondents are under the group of more north that
is 20%
Majority (26%) of the respondents were in east of the city.
35
TABLE 4.1.6: TYPE OF BUSINESS
TYPE RESPONDENTS PERCENTAGE
ONLY RETAIL 53 42
RETAIL CUM 32 26
WHOLESALE
OTHER 40 32
TOTAL 125 100%
CHART 4.1.6: TYPE OF BUSINESS

60
53
50
40
40
32
30
20
10
0
ONLY RETAIL RETAIL CUM WHOLESALE OTHER
RESPONDENTS
INTERPRETATION:
only retail that is 42%, 32 respondents are under the group of retail cum wholesale that
is 26%.40 respondents are under the group of other that is 32%,
Majority (42%) of the respondents had only retail business.
36
TABLE 4.1.7: TYPE OF STORE
STORE RESPONDENTS PERCENTAGE
DEPARTMENT STORE 35 28
SUPER MARKET 48 38
HYPER MARKET 14 11
CONVENIENT STORE 28 23
TOTAL 125 100%
CHART 4.1.7: TYPE OF STORE

60
50 48
40
35
30 28
RESPONDENTS
20
14
10
0
DEPARTMENT STORE SUPER MARKET HYPER MARKET CONVENIENT STORE
INTERPRETATION:
department store that is 28%, 48 respondents are under the group of super market that
is 38%,14 respondents are under the group of hyper market that is 11%, 28 respondents
are under the group of convenient store that is 23%.
Majority (38%) of the respondents had runs supermarket.
37
TABLE 4.1.8: LIFE TIME OF STORE
BELOW 5 YEARS 54 43
6 YEARS TO 10 YEARS 37 30
11YEARS TO 20 YEARS 29 23
MORE THEN 20 YEARS 5 4
TOTAL 125 100%
CHART 4.1.8: LIFE TIME OF STORE

60
54
50
40 37
30 29
RESPONDENTS
20
10
5
0
BELOW 5 YEARS 6 YEARS TO 10 YEARS 11YEARS TO 20 MORE THEN 20
YEARS YEARS
INTERPRETATION:
below 5 years that is 43%, 37 respondents are under the group of 6 years to 10 years
that is 30%, 29 respondents are under the group of 11year to 20 years that is 23%, 5
respondents are under the group of more than 20 years that is 4%.
Majority (43%) of the respondents had below 5 years of stores life time.
38
TABLE 4.1.9: TYPE OF FAMILY
FAMILY RESPONDENTS PERCENTAGE
NUCLEAR FAMILY 78 62
JIONT FAMILY 47 38
TOTAL 125 100%
CHART 4.1.9: TYPE OF FAMILY

90
80 78
70
60
50 47
RESPONDENTS
40
30
20
10
0
NUCLEAR FAMILY JIONT FAMILY
INTERPRETATION:
nuclear family that is 62%, 47 respondents are under the group of joint family that is
38%,
Majority (62%) of the respondents had nuclear family.
39
TABLE 4.1.10: NUMBER OF FAMILY MEMBERS
FAMILY MUMBERS RESPONDENTS PERCENTAGE
2–4 52 42
5–7 30 24
8 – 10 25 20
ABOVE 10 18 14
TOTAL 125 100%
CHART 4.1.10: NUMBER OF FAMILY MEMBERS

60
52
50
40
30
30 RESPONDENTS
25
20 18
10
0
2–4 5–7 8 – 10 ABOVE 10
INTERPRETATION:
2-4 that is 42%, 30 respondents are under the group of 5-7 that is 24%, 25 respondents
are under the group of 8-10 that is 20%, 18 respondents are under the group of above
that is 14%.
Majority (42%) of the respondents had 2 – 4 members in their family.
40
TABLE 4.1.11: INFLUENCING FOR BUYING DECISIONS
SPOUSE 19 15
ELDERS IN THE FAMIL 28 22
CHILDREN 10 8
FRIENDS / RELATIVE 14 11
ADVERTISEMENT 34 27
OTHER 20 16
TOTAL 125 100%
CHART 4.1.11: INFLUENCING FOR BUYING DECISIONS

40
35 34
30 28
25
19 20
20
15 14
RESPONDENTS
10
10
0
SE
R
EN
T
E
IL
HE
EN
IV
M
OU
AT
OT
FA
ILD
EM
SP
EL
CH
E
IS
TH
/R
RT
IN
VE
DS
AD
S
N
R
IE
DE
FR
EL
INTERPRETATION:
spouse that is 15%, 28 respondents are under the group of elders in the family that is
22%, 10 respondents are under the group of children that is 8%, 14 respondents are
under the group of friends/relative that is 11%, 34 respondents are under the group of
advertisement that is 27%, 20 respondents are under the group of other that is 16%
Majority (27%) of the respondents were influenced by advertisement for buying

decisions.
41
TABLE 4.1.12: TIME FOR PURCHASING
NEED ARISES 26 21
INCOME INCREASES 43 34
SPECIAL OFFER 21 17
COMES
DURING FAMILY 18 14
FUNCTION
ANY TIME 17 14
TOTAL 125 100%
CHART 4.1.12: TIME FOR PURCHASING

50
45 43
40
35
30
26
25
21 RESPONDENTS
20 18 17
15
10
0
NEED ARISES INCOME SPECIAL OFFER DURING FAMILY ANY TIME
INCREASES COMES FUNCTION
INTERPRETATION:
need arises that is 21%, 43 respondents are under the group of income increases that is
34%, 21 respondents are under the group of special offer comes that is 17%, 18
respondents are under the group of during family function that is 14%. 17 respondents
are under the group of any time that is 14%
Majority (34%) of the respondents had a time when income increases for purchasing.
42
TABLE 4.1.13: PREFERENCE MODE OF PURCHASE
CASH PAYMENT 54 43
METHOD
CREDIT 24 19
DRAW SCHEME 18 14
DEBIT/CREDIT CARD 29 23
TOTAL 125 100%
CHART 4.1.13: PREFERENCE MODE OF PURCHASE

60
54
50
40
30 29
RESPONDENTS
24
20 18
10
0
CASH PAYMENT CREDIT DRAW SCHEME DEBIT/CREDIT CARD
METHOD
INTERPRETATION:
cash payment method that is 43%, 24 respondents are under the group of credit that is
19%, 18 respondents are under the group of draw scheme that is 14%, 29 respondents
are under the group of debit/credit card that is 23%.
Majority (43%) of the respondents prefer cash payment mode of purchasing
43
TABLE 4.1.14: SIGNIFICANT MEDIA MODE OF
ADVERTISEMENT
PRESS 78 62
ADVERTISEMENT
ELECTRICITY 47 38
ADVERTISEMENT
TOTAL 125 100%
CHART 4.1.14: SIGNIFICANT MEDIA MODE OF

ADVERTISEMENT
90
80 78
70
60
50 47
RESPONDENTS
40
30
20
10
0
PRESS ADVERTISEMENT ELECTRICITY ADVERTISEMENT
INTERPRETATION:
press advertisement that is 62%, 47 respondents are under the group of electricity
advertisement that is 38%,
Majority (62%) of the respondents felt significant media mode of advertisement

was press advertisement.
44
TABLE 4.1.15: LEVEL OF AGREEMENT TOWARDS THEIR
PRODUCT ATTRIBUTES.
Sl.No Factor HP MP AP NP NOP TOTAL
1. Quality of the product 24 34 43 20 24 125
PERCENTAGE 19 27 34 16 20 100%
2. Features of the 16 27 30 19 33 125
products
PERCENTAGE 13 22 24 15 26 100%
3. Price of the product 22 34 19 38 12 125
PERCENTAGE 18 27 15 30 10 100%
4. Durability of the 28 46 19 15 27 125
product
PERCENTAGE 22 37 15 12 22 100%
5. Utility of the product 25 30 38 25 7 125
PERCENTAGE 20 24 30 20 6 100%
6. Long term benefits of 36 19 27 16 27 125
the product
PERCENTAGE 29 15 22 13 22 100%
7. Service and warranty 30 15 18 40 22 125
of the product
PERCENTAGE 24 12 14 32 18 100%
8. Color of the product 15 10 40 28 32 125
PERCENTAGE 12 8 32 22 26 100%
9. Popularity of the 48 10 7 35 25 125
product
PERCENTAGE 38 8 6 28 20 100%
10. Social image of the 17 25 30 45 8 125
product
PERCENTAGE 14 20 24 36 6 100%
11. Physical image of the 34 29 17 10 35 125
product
PERCENTAGE 27 23 14 8 28 100%
12. Brand image 10 15 19 36 45 125
PERCENTAGE 8 12 15 29 36 100%
45
CHART 4.1.15: LEVEL OF AGREEMENT TOWARDS THEIR
PRODUCT ATTRIBUTES.
Quality of the product 24 34 43

20 24
Features of the products 16 2730
19 33
Price of the product 1922 34
12 38
Durability of the product 19 28 46
15 27
25
Utility of the product 7 25 30 38 HP
Long term benefits of the product 19 27 36
16 27 MP
Service and warranty of the product 1518 30 40 AP
22
Color of the product 10 15 NP
28 32 40
Popularity of the product 7 10 25 35 48 NOP
Social image of the product 8 17 25 30 45

Physical image of the product 10 17 29 34
35
Brand image 10 15 19 36 45
0 10 20 30 40 50 60
46
INTERPRETATION:
1. 24 respondents said highly preferable that is 19%,34 said moderate
preferable that is 27%, 43 said average preferable that is 34%, 20 said
normal preferable that is 16% and 24 said no preferable that is 19%.
2. 16 respondents said highly preferable that is 13%, 27 said moderate
preferable that is 22%, 32 said average preferable that Is 24%, 19 said
normal preferable that is 15% & 33 said no preferable that is 26%.
normal preferable that is 30% &12 said no preferable that is 10%.
4. 28 respondents said highly preferable that is 22%,46 said moderate
preferable that is 37%, 19 said average preferable that Is 15%,15 said
preferable that is 24%, 38 said average preferable that is 30% ,25 said
normal preferable that is 20% & 7 said no preferable that is 6%
preferable that is 15%, 27 said average preferable that is 22%,16 said
preferable that is 12%, 18 said average preferable that is 14%,40 said
preferable that is 8%, 7 said average preferable that is 6%, 35 said normal
preferable that is 28% & 25 said no preferable that is 20%.
47
normal preferable that is 28.8% & 45 said no preferable that is 36%.
Majority of the respondents had average preferable on level of agreement towards their
product attributes
13.
48
TABLE 4.1.16: LEVEL OF AGREEMENT TOWARDS THEIR
PURCHASE DECISIONS
Sl.No Factor HP MP AP NP NOP TOTAL
1. Discount offered by the dealer 45 36 19 15 10 125
PERCENTAGE 36 29 15 12 8 100%
2. Financial options available 125
25 20 15 15 50
with the dealer.
PERCENTAGE 20 16 12 12 40 100%
3. Convenience of the product 33 15 22 25 30 125
PERCENTAGE 26 12 18 20 24 100%
4. Easy and free availability of the 125
33 30 40 7 15
product
PERCENTAGE 26 24 32 6 12 100%
5. Maintenance cost of the 125
50 7 10 25 33
product.
PERCENTAGE 40 6 8 20 26 100%
6. Dealers display 24 35 40 14 12 125
PERCENTAGE 19 28 32 11 10 100%
7. Perceived percentage in 125
7 10 18 40 50
possessing the product
PERCENTAGE 6 8 14 32 40 100%
8. Social Image of the product 46 19 15 20 25 125
PERCENTAGE 37 15 12 16 20 100%
9. Resale value of the product 27 10 19 25 44 125
PERCENTAGE 22 8 15 20 35 100%
49
CHART 4.1.16: LEVEL OF AGREEMENT TOWARDS THEIR
PURCHASE DECISIONS
Discount offered by the dealer 19 36 45

10 15
20 25
Financial options available with the dealer. 1515
50
Convenience of the product 15 22 33
2530
Easy and free availability of the product 3033 40
7 15 HP
7 10 50 MP
Maintenance cost of the product. 25 33
AP
24 35
Dealers display 14 40 NP
12
7 10 NOP
Perceived percentage in possessing the product 18 40
50
19 46
Social Image of the product 1520
25
Resale value of the product 10 19 27
25 44
0 10 20 30 40 50 60
50
51
INTERPRETATION:
preferable that is 16%, 15 said average preferable that is 12%,15 said normal
preferable that is 12% & 50 said no preferable that is 40%
preferable that is 6%, 15said no preferable that is 12%
5. 50 respondents said highly preferable that is 40%, 7 said moderate preferable
that is 6%, 10 said average preferable that is 8%, 25 said normal preferable
that is 20% & 33 said no preferable that is 26%.
that is 8%, 18 said average preferable that is 14%,40 said normal preferable
that is 32% & 50 said no preferable that is 40%
that is 8%, 19 said average preferable that is 15%, 25 said normal preferable
that is 20% & 44 said no preferable that is 35%.
Majority of the respondents had highly preferable on level of agreement towards their
purchase decisions
52
TABLE 4.1.17: LEVEL OF AGREEMENT TOWARDS
INFORMATION ABOUT DISTRIBUTION AGENCY
Sl.No Factors A M ST R N TOTAL
1. Friends 30 15 25 20 35 125
PERCENTAGE 24 12 20 16 28 100%
2. Family 9 10 34 22 50 125
PERCENTAGE 7 8 27 18 40 100%
3. Relatives 31 20 19 15 40 125
PERCENTAGE 25 16 15 12 32 100%
4. Company
salesman 125
33 10 42 21 19
recommendatio
n
PERCENTAGE 26 8 34 17 15 100%
5. Traders 20 10 20 40 35 125
PERCENTAGE 16 8 16 32 28 100%
6. Radio 20 10 35 40 20 125
PERCENTAGE 16 8 28 32 16 100%
7. TV 45 28 27 15 10 125
PERCENTAGE 36 22 22 12 8 100%
8. Magazines 28 25 15 10 47 125
PERCENTAGE 22 20 12 8 38 100%
9. Newspaper 20 42 30 16 17 125
PERCENTAGE 16 33 24 13 4 100%
53
CHART 4.1.17: LEVEL OF AGREEMENT TOWARDS
INFORMATION ABOUT DISTRIBUTION AGENCY
Friends 15 25 30
20 35
910
Family 22 34 50
Relatives 2019 31
15 40
10 33
Company salesman recommendation 21 42 A
19
Traders 10 2020 M
35 40 ST
Radio 10 20 35 R
20 40
2827 45 N
TV
10 15
2528
Magazines 10 15 47
20 42
Newspaper 1617 30
0 10 20 30 40 50 60
54
INTERPRETATION:
1. 30 respondents said Always that is 24%,15 said Mostly that is 12%, 25 said
Sometimes that is 20%, 20 said Rarely that is 16% & 35 said Never that is
28%.
2. 9 respondents said Always that is 7%, 10 said Mostly that is 8%, 34 said
40%.
32%.
4. 33 respondents said Always that is 26%,10 said Mostly that is 8%, 42 said
Sometimes that is 34%, 21 said Rarely that is 17%, 19 said Never that is
15%.
28%.
16%.
7. 45 respondents said Always that is 36%, 28 said Mostly that is 22%, 27said
8%.
Sometimes that is 12%,10 said Rarely that is 8% & 47 said Never that is
38%.
Sometimes that is 24%,16 said Rarely that is 13% & 17 said Never that is 14%.
Majority of the respondents had always getting information about distribution

agency
55
DEALERSHIP SERVICE
Sl.No Factors SA A N DA SDA TOTAL
1. Nearer to home 22 40 30 16 17 125
PERCENTAGE 18 32 24 13 14 100%
2. Near to work 15 10 25 25 50 125
PERCENTAGE 12 8 20 20 40 100%
3. Safety goods 10 15 30 30 40 125
PERCENTAGE 8 12 24 24 32 100%
4. Power economy 10 15 50 25 25 125
PERCENTAGE 8 12 40 20 20 100%
5. Variety of goods 31 9 10 40 35 125
PERCENTAGE 25 7 8 32 28 100%
6. Prompt services 30 35 35 10 15 125
PERCENTAGE 24 28 28 8 12 100%
7. Extensions of credit 5 19 45 30 26 125
PERCENTAGE 4 15 36 24 21 100%
8. Offers and discounts 15 10 25 25 50 125
PERCENTAGE 12 8 20 20 40 100%
9. Ambience 22 15 40 30 16 125
PERCENTAGE 18 12 32 24 13 100%
10. Sales customer 125
25 25 50 15 10
approach
PERCENTAGE 20 20 40 12 8 100%
11. Publicity 9 16 25 45 30 125
PERCENTAGE 7 13 20 36 24 100%
56
DEALERSHIP SERVICE
22
Nearer to home 30 40
1516
10 15
Near to work 2525
50
10 15
Safety goods 3030
40
10 15
Power economy 2525 50
9 31 SA
Variety of goods 10
35 40
30 35 A
Prompt services 10 15 35
5 N
Extensions of credit 19 45
26 30 DA
10 15
Offers and discounts 2525 SDA
50
15 22
Ambience 30 40
16
2525
Sales customer approach 15 50
10
9 16
Publicity 25 45
30
0 10 20 30 40 50 60
57
INTERPRETATION:
1. 22 respondents said strongly agree that is 18%, 40 said Agree that is 32%, 30
said Neutral that is 24%, 16 said disagree that is 18% & 17 said strongly
disagree that is 14%.
said Neutral that Is 28%, 10 said disagree that is 8% & 15 said strongly
disagree that is 8%
58
11. 9 respondents said strongly agree that is 7%, 16 said agree that is 13%, 25 said
neutral that is 20%, 45 said disagree that is 36% & 30 said strongly disagree
that is 24%.
Majority of the respondents had neutral level of agreement towards dealership

service
59
TABLE 4.1.19: HIGH SALE PRODUCT OF BRITANNIA
GOOD DAY 24 19
MARRY GOLD 22 18
NUTRI CHOICE 18 14
BOURBON 19 15
50 – 50 10 8
TIGER CRUNCH 7 6
TIGER CREAM 5 4
TREAT 18 14
TREAT BURST 2 2
TOTAL 125 100%
CHART 4.1.19: HIGH SALE PRODUCT OF BRITANNIA
30
25 24
22
20 19
18 18
15
10
10
7
5
5
2
0
GOOD DAY MARRY NUTRI BOURBON 50 – 50 TIGER TIGER TREAT TREAT
GOLD CHOICE CRUNCH CREAM BURST
INTERPRETATION:
good day that is 19%, 22 respondents are under the group of marry gold that is 18%,
18 respondents are under the group of nutria choice that is 14%, 19 respondents are
under the group of bourbon that is 15%.10 respondents are under the group of 50-50
that is 8%. 7 respondents are under the group of tiger crunch that is 6%. 5 respondents
are under the group of tiger cream that is 4%. 18 respondents are under the group of
tiger cream that is 14%. 2 respondents are under the group of treat burst that is 2%.
Majority (19%) of the respondents said good day was the high sale product on
Britannia.
60
TABLE 4.1.20: AWARE ABOUT RETAILERS SCHEMES
OPTIONS RESPONDENTS PERCENTAFE
YES 76 61
NO 49 39
TOTAL 125 100%
CHART 4.1.20: AWARE ABOUT RETAILERS SCHEMES

80 76
70
60
50 49
40 RESPONDENTS
30
20
10
0
YES NO
INTERPRETATION:
yes that is 61%, 49 respondents are under the group of no that is 39%,
Majority (61%) of the respondents said yes for awareness about retailers’ scheme
61
TABLE 4.1.21: SPOILAGE OF PRODUCT FROM THE COMPANY
YES 46 37
NO 79 63
TOTAL 125 100%
CHART 4.1.21: SPOILAGE OF PRODUCT FROM THE COMPANY

90
79
80
70
60
50 46
RESPONDENTS
40
30
20
10
0
YES NO
INTERPRETATION:
yes that is 37%, 79 respondents are under the group of no that is 63%,
Majority (63%) of the respondents said no for spoilage of product from the company
62
TABLE 4.1.22: SATISFACTION TOWARDS SALESMAN
HIGHLY SATISFIED 24 19
SATISFIED 42 34
NEUTRAL 19 15
DISSATISFIED 15 12
HIGHLY DISSATISFIED 25 20
TOTAL 125 100%
CHART 4.1.22: SATISFACTION TOWARDS SALESMAN

45
42
40
35
30
25
25 24
RESPONDENTS
20 19
15
15
10
0
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED
INTERPRETATION:
highly satisfied that is 19%, 42 respondents are under the group of that is 34%, 19
respondents are under the group of neutral that is 15%, 15 respondents are under the
group of dissatisfied that is 12% 25 respondents are under the group of highly
dissatisfied that is 20%.
Majority (34%) of the respondents were satisfied towards salesman
63
TABLE 4.1.23: PREFERENCE ABOUT PRODUCT DISTRIBUTION
TYPE
DOOR DELIVERY 49 39
SPOT DISTRIBUTION 76 61
TOTAL 125 100%
CHART 4.1.23: PREFERENCE ABOUT PRODUCT

DISTRIBUTION TYPE
80 76
70
60
50 49
40 RESPONDENTS
30
20
10
0
DOOR DELIVERY SPOT DISTRIBUTION
INTERPRETATION:
door delivery that is 39%, 76 respondents are under the group of spot distribution that
is 61%,
Majority (61%) of the respondents were prefer spot distribution type
64
RETAILERS LOYALTY
Sl.No Retailer Loyalty SA A N DA SDA TOTAL
1. I am satisfied with the
buying experience; I intend
to continue buying at this 16 27 43 30 9 125
distribution company for a
long time.
PERCENTAGE 13 22 34 24 7 100%
2. I will buy these brand, the
next time I make more 24 16 25 9 10 125
sales in the store
PERCENTAGE 19 13 20 7 8 100%
3. Even if another store
private label price is lower,
I will go on buying at 10 48 16 27 24 125
private label brand in this
store.
PERCENTAGE 8 38 13 22 19 100%
4. I will continue to buy
Britannia brands in other 15 10 58 23 19 125
product categories also
PERCENTAGE 12 8 46 18 15 100%
5. I will recommend to
friends and relatives to
purchase Britannia brands 4 10 40 48 23 125
from the store that I
purchase
PERCENTAGE 3 8 32 38 18 100%
6. I am willing to say positive
things about Britannia 63 9 10 24 19 125
brands to other people.
PERCENTAGE 50 7 8 19 15 100%
65
RETAILERS LOYALTY
16 27
erience; I intend to continue buying at this distribution company for a long time. 30 43
9
16 24
I wil buy these brand, the next time I make more sales in the store 9 25
10
10
rivate label price is lower, I wil go on buying at private label brand in this store. 16 27 48 SA
24 A
1015 N
I wil continue to buy Britannia brands in other product categories also 23 58
19 DA
4 10 SDA
friends and relatives to purchase Britannia brands from the store that I purchase 40 48
23
9 63
I am wil ing to say positive things about Britannia brands to other people. 10 24
19
0 10 20 30 40 50 60 70
66
INTERPRETATION:
said Neutral that is 13%, 27 said disagree that is 22%& 24 said strongly
said Neutral that is 8%,24 said disagree that is 19% & 19 said strongly
disagree that is15%.
Majority of the respondents were disagree on level of agreement towards retailers

loyalty
67
4.2. TESTING OF HYPOTHESIS
4.2.1. RELATIONSHIP BETWEEN THE AGE OF THE

RESPONDENTS AND SATISFACTORY LEVEL TOWARDS
SALES EXECUTIVE OF THE COMPANY:
In order to find the relationship between the age of the respondents and satisfactory
level towards sales executive of the company, the following null hypothesis was framed
and tested with the help of Chi-square test and the result is shown in the following
table.
H0: There is no significant relationship between the age of the respondents

and satisfactory level towards sales executive of the company.
H1: There is a significant relationship between the age of the respondents
and satisfactory level towards sales executive of the company.
Assuming that H0 is true: At 5% level of Significance
S. Age Satisfactory level towards sales executive TOTAL

NO. HS S N DS HDS
1. Below 25 15 18 8 7 8 56
(10.9) (14.4) (8.6) (6.8) (11.4)
2. 26 – 35 4 10 5 7 2 28
(5.29) (8) (4.1) (3.3) (5.5)
3. 36 – 45 3 5 4 1 4 17
(3.2) (5.8) (2.5) (2) (3.3)
4. Above 45 2 9 2 0 11 24
Years (4.5) (8.3) (3.5) (2.8) (4.7)
TOTAL 24 42 19 15 25 125
FORMULA:
( Oi−Ei )2
 =∑
2
Ei
Oi Ei Oi - Ei Oi - Ei^2 Oi - Ei^2 / Ei
10.
15 9 4.1 16.81 1.542201835
14.
18 4 -0.9 0.81 0.038755981
8 8.6 -0.6 0.36 0.041860465
7 6.8 0.2 0.04 0.005882353
8 11. -3.4 11.56 1.014035088
68
4
5.2
4 9 -1.29 1.6641 0.314574669
8 6.4 0.3 0.09 0.009278351
5 4.1 0.9 0.81 0.197560976
7 3.3 3.7 13.69 4.148484848
2 5.5 -3.5 12.25 2.227272727
3 3.2 -0.2 0.04 0.0125
5 5.8 -0.8 0.64 0.110344828
4 2.5 1.5 2.25 0.9
1 2 -1 1 0.5
4 3.3 0.7 0.49 0.148484848
2 4.5 -2.5 6.25 1.388888889
9 8.3 0.7 0.49 0.059036145
2 3.5 -1.5 2.25 0.642857143
0 2.8 -2.8 7.84 2.8
11 4.7 6.3 39.69 8.444680851
n = 20 ∑ (Oi – Ei)^2 / Ei 24.5467
o From the above table value at 5 % level of significance,
Degree of Freedom = (Column – 1) (Row – 1)
= (5-1) (4-1) = (4 X 3) = 12
The table value of 12 d.f = 21.026
o Since the 2 calculated value is more than the 2 table value, so we reject
the null hypothesis.
The following table summarises the output of chi-square analysis:
Factors Level of Degrees of Chi-square Chi- Decision

Significance freedom Calculated square Ho (or) H1
value table
value
Age of the Reject the
retailers & 5% 12 d.f 24.547 21.026
(0.05) hypothesis
satisfaction
towards
sales
executive of
the
company
INFERENCE:
69
There is a significant relationship between the age of the respondents and
satisfactory level towards sales executive of the company.
70
4.2.2. ASSOCIATION IF ANY, BETWEEN THE ANNUAL INCOME
OF THE RESPONDENT & TYPE OF STORE THEY RUNS:
In order to find the association between the annual income of the respondents
and type of store they runs, the following null hypothesis was framed and tested with
the help of Pearson’s correlation and the result is shown in the following table.
H0: There is no significant relationship between the annual income of

the respondents and type of store they runs.
H1: There is a significant relationship between the annual income of
the respondents and type of store they runs.
Assuming that H0 is true: At 5% level of Significance
Statistics
Annual Income of the
respondents Type of store the retailer runs
N Valid 125 125
Missing 0 0
Mean 1.95 2.26
Median 2.00 2.00
Mode 1 2
Std. Deviation 1.097 1.107
Variance 1.204 1.226
Skewness .717 .466
Std. Error of Skewness .215 .215
Range 3 3
Minimum 1 1
Maximum 4 4
Sum 248 287
Annual Income of the respondents
Frequency Percent Valid Percent Cumulative Percent
Valid Less than 1 Lakh 62 48.8 48.8 48.8
1 - 3 Lakh 24 18.5 18.5 69.3
3 - 5 Lakh 22 17.3 17.3 86.6
Above 5 Lakh 17 13.4 13.4 100.0
Total 125 100.0 100.0
71
Type of store the retailer runs
Frequency Percent Valid Percent Cumulative Percent
Valid Department
37 29.1 29.1 29.1
Store
Super Market 46 36.8 36.8 66.9
Hyper Market 14 11.0 11.0 78.0
Convenient store 28 22.0 22.0 100.0
Total 125 100.0 100.0
Correlations
Annual Income of Type of store the
the respondents retailer runs
Annual Income of the Pearson
1 .912**
respondents Correlation
Sig. (2-tailed) .000
N 125 125
Type of store the Pearson
.912** 1
retailer runs Correlation
Sig. (2-tailed) .000
N 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Computer data
By correlation analysis, the significant value for both are 0.000 which is less
than 0.05, which means the null hypothesis is rejected.
The following table summarises the output of Correlation analysis:
Factors Level of Correlation Decision

Significance Calculated value Ho (or) H1
Sig.
Annual income & 5% Reject the hypothesis
type of store they (0.05) 0.000
runs
INFERENCE:
There is a significant relationship between the annual income of the respondents
and type of store they runs.
72
CHAPTER - V
5.1. FINDINGS
 Gender of the respondents had equal.
 Majority (45%) of the respondents were in the age group of less than 25.
 Majority (48%) of the respondents were earned less than one lakh for an annum.
 Majority (41%) of the respondents were graduates.
 Majority (26%) of the respondents were in east of the city.
 Majority (42%) of the respondents had only retail business.
 Majority (38%) of the respondents had runs supermarket.
 Majority (43%) of the respondents had below 5 years of stores life time.
 Majority (62%) of the respondents had nuclear family.
 Majority (42%) of the respondents had 2 – 4 members in their family.
 Majority (27%) of the respondents were influenced by asdvertisement for
buying decisions.
 Majority (34%) of the respondents had a time when income increases for
purchasing.
 Majority (43%) of the respondents prefer cash payment mode of purchasing
 Majority (62%) of the respondents felt significant media mode of advertisement
was press advertisement.
 Majority of the respondents had average preferable on level of agreement
towards their product attributes
 Majority of the respondents had highly preferable on level of agreement
towards their purchase decisions
 Majority of the respondents had always getting information about distribution
agency
 Majority of the respondents had neutral level of agreement towards dealership
service
 Majority (19%) of the respondents said good day was the high sale product on
Britannia.
 Majority (61%) of the respondents said yes for awareness about retailers’
scheme
 Majority (63%) of the respondents said no for spoilage of product from the
company
73
 Majority (34%) of the respondents were satisfied towards salesman
 Majority (61%) of the respondents were prefer spot distribution type
 Majority of the respondents were disagree on level of agreement towards
retailers loyalty
 There is a significant relationship between the age of the respondents and
satisfactory level towards salesman of the company.
 There is a significant relationship between the annual income of the respondents
and type of store they runs.
74
5.2. SUGGESTIONS
 Most of the respondents were influenced by the advertisement especially press

advertisement, so the company may consider for paper advertisement, not only
newspapers but also posters, pamphlets, hand pieces, etc.
 Retailers as respondents were went for purchasing only when their income
increases, so the company may take innovative steps to boost our customers
(retailers) income, such like product showcase offerings, more advertisement
boards towards the products they purchase.
 Retailers felt that the products ordered by the digitalized way, so the company
may take a digital intelligence way of making more customers.
 Retailers had a cash payment method of opinion with spot distribution, but
when we need more customers satisfaction we had to influence by the credit
basis too.
 By findings, the most retailers were disagree on level of agreement towards
retailers loyalty. The company may have to influence & improve their
distribution way to enhance the loyalty among the retailers.
75
5.3. CONCLUSION
Customers are the “KING” of any business. If a business man gets optimum
results leads by their customers. But in case, the customer is a word which insist the
meaning who buys a product or service from the seller but they are not considers as a
consumer. It denotes the slight difference between the customer & consumer.
On the view of the channel of distribution, customer is the major for all
channels. Wholesaler is the customer for producer, retailer is the customer for
wholesaler and buyer is the customer of retailer, so the term customer retains many
dimensions.
In this study, retailers considered as customers, when the view was as a

distributor. So, the satisfaction upon the retailers are the most significant considerable
one when they are the come under one classification called middlemen (Distributors).
This study describes the satisfactory levels of retailers who are the customers of the
distribution agency. The appropriate findings found and suggestions given in
accordance of the findings.
It concludes. The retailers were moderately privileged by the company & more
satisfied by the distribution agency.
76
ANNEXURE
QUESTIONNAIRE
Dear Sir / Madam
I am AJAY.S Student of MBA, Department of Management Studies, Vijay

Institute of Management, Dindigul. We are jointly conducting a research on “A
STUDY ON RETAILERS SATISFACTION TOWARDS BRITANNIA
DISTRIBUTION WITH REFERENCE TO VISHALAKSHI DISTRIBUTORS
AT DINDIGUL”. and designed this questionnaires to collect data from employees.
The data collected will be used and reported in aggregate form. No individual response
will be referred to or quoted. The information you furnish will be treated as
confidently.
1. Name of the retailer:

2. Name of the Retail store:
3. Address:
4. Gender: (a) Male (b) Female
5. Age: (a) Less than 25 Year (b) 26 – 35 Years (c) 36 – 45 Years
(d) Above 45 Years
6. Annual Income: (a) Less than 1 Lakh (b) 1 – 3 Lakhs

(c) 3 – 5 Lakh (d) Above 5 Lakh
7. Level of the Education: (a) Below SSLC (b) HSC (c) UC
(d) PG (e) Diploma (f) Illiterate
8. Area of residence in the city: (a) East (b) West (c) Central
(d) South (e) North
9. Type of Business: (a) Only Retail (b) Retail cum wholesale
(c) Others
10. Type of Store :
(a) Departmental Store (b) Super Market
(c) Hyper Market (d) Convenient Store
11. How long have you been running this store?
(a) 5 years and below (b) 6 years to 10 years
(c) 11 years to 20 years (d) More than 20 years
12. Type of family: (a) Nuclear family (b) Joint family

13. Number of family members: (a) 2 – 4 (b) 5 – 7 (c) 8 – 10
(d) Above 10
77
14. Who influence your product purchase decision?
(a) Spouse (b) Elders in the family (c) Children
(d) Friends / Relatives (e) Advertisement (f) Others
15. When do you go for purchase from us?
(a) Need arises (b) Income Increases (c) Special offer comes
(d) Exhibition (e) During family functions (f) Any time
16. Which is your preferable mode of purchase?

(a) Cash payment method (b) Credit (c) Draw Scheme
(f) Debit / Credit card
17. Do you think which media of advertisement is more important?

(a) Press advertisement (b) Electronic Advertisement
18. Indicate your level of agreement on the following aspects about our product
attributes.
HP – Always MP – Mostly
AP – Sometimes NP – Normal Preference
NOP – No Preference
Sl.No Factor HP MP AP NP NOP

1. Quality of the product
2. Features of the products
3. Price of the product
4. Durability of the product
5. Utility of the product
6. Long term benefits of the
product
7. Service and warranty of
the product
8. Color of the product
9. Popularity of the product
10. Social image of the
product
11. Physical image of the
product
12. Brand image
19. Indicate your level of agreement on the following aspects of purchase decisions
from us.
HP – Always MP – Mostly
AP – Sometimes NP – Normal Preference
NOP – No Preference
Sl.No Factor HP MP AP NP NOP

1. Discount offered by the
dealer
2. Financial options
78
available with the
dealer.
3. Convenience of the
product
4. Easy and free
availability of the
product
5. Maintenance cost of the
product.
6. Dealers display
7. Perceived percentage in
possessing the product
8. Social Image of the
product
9. Resale value of the
product
20. Indicate your level of agreement on the following aspect of information search
about our distribution company:
A – Always M – Mostly ST – Sometimes R – Rarely
N - Never
Sl.No Factors A M ST R N
1. Friends
2. Family
3. Relatives
4. Company salesman
recommendation
5. Traders
6. Radio
7. TV
8. Magazines
9. Newspaper
21. Indicate your satisfaction towards dealers service.

SA – Strongly Agree A – Agree N – Neutral DA – Disagree
SDA – Strongly Disagree
Sl.No Factors SA A N DA SDA

1. Nearer to home
2. Near to work
3. Safety goods
4. Power economy
5. Variety of goods
6. Prompt services
7. Extensions of credit
8. Offers and discounts
79
9. Ambience
10. Sales customer
approach
11. Publicity
22. Which Britannia products mostly sales in your store?

(a) Good day (b) Marry gold (c) Nutri choice (d) bourbon
(e) 50 – 50 (f) tiger crunch (g) Tiger Cream (h) treat
(i) Treat burst
23. Are you aware about the scheme followed for the retailers?
(a) Yes (b) No
24. Are you faced any spoilages of product from us?
(a) Yes (b) No
25. Are you satisfied with our sales man from the company?
(a) Highly satisfied (b) Satisfied (c) Neutral (d) Dissatisfied
(e) Highly Dissatisfied.
26. Which type of Product distribution you could prefer?

(a) Door delivery (b) Spot distribution
27. Retailer Loyalty:
SA – Strongly Agree A – Agree N – Neutral DA – Disagree
SDA – Strongly Disagree
Sl.No Retailer Loyalty SA A N DA SDA

1. I am satisfied with the buying
experience; I intend to continue
buying at this distribution
company for a long time.
2. I will buy these brand, the next
time I make more sales in the
store
3. Even if another store private
label price is lower, I will go on
buying at private label brand in
this store.
4. I will continue to buy Britannia
brands in other product
categories also
5. I will recommend to friends and
relatives to purchase Britannia
brands from the store that I
purchase
6. I am willing to say positive
things about Britannia brands to
other people.
80
81
REFERENCES
BIBLIOGRAPHY
 Isher, Ashish Kumar, Sudhakar Dwivedi, and Rajiv Sharma. "Study of retailer's
satisfaction towards distribution channel of Amul products in Jammu." Agro
Economist: An International Journal 4.1 (2017): 41.
 Gaurav, Kunal, and Kommuru Venkatnaga Raju. "Factors influencing Highway
Retailer Satisfaction in FMCG industry."
 Hameli, Kujtim. "A Literature Review of Retailing Sector and Business
Retailing Types." ILIRIA International Review 8.1 (2018): 67-87.
 FATIMA, SM Z., Charu BISARIA, and Ajay PRAKASH. "Retailing: An
Emerging Trend In India–Literature Review." Revista ESPACIOS 38.51 (2017).
 Mohanasundari, M., et al. "AN OPINION PROFILE OF RETAILER
PERCEPTION IN THE PURCHASING OF APPAREL PRODUCTS IN
WESTERN PART OF TAMILNADU." Journal of Critical Reviews 7.14
(2020): 756-762.
 Lahti, Terhi. "Improving retailer satisfaction: Commissioner Green Room Ltd."
(2018).
 Sabura, F. Mohamed, T. Vijayakumar, and Abdul Hameed. "Retailers attitude
towards britannia biscuits (A study with special reference to rural areas of
Tirunelveli)." ZENITH International Journal of Business Economics &
Management Research 2.5 (2012): 57-82.
 ELIKWU, Michael Ikechukwu, and Munirat Nma Mohammed. "EFFECT OF
DIFFERENTIATION STRATEGY ON PERFORMANCE OF SELECTED
SMALL SCALE MANUFACTURING FIRMS IN NIGERIA."
 Nagar, Dhanashree. "Retail Service Quality and its Effects on Consumer
Preferences for Retail Format Stores." Global Management Review 10.4 (2016):
12-22.
 Zineldin, Mosad, et al. "Loyalty, quality and satisfaction in FMCG retail market
does loyalty in retailing exist." Journal of Business & Financial Affairs 3.2
(2014): 1-8.
82
WEBLIOGRAPHY
 www.semanticscholar.org
 www.shabdbooks.com
 www.jcreview.com
 www.academis.edu
 www.theseus.com
 www.googlescholar.com
83

A Study On Retailers Satisfaction Towards Britania Distribution With Reference To Vishalakshi Distributors at Dindigul

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A Study On Retailers Satisfaction Towards Britania Distribution With Reference To Vishalakshi Distributors at Dindigul

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A STUDY ON RETAILERS SATISFACTION TOWARDS

BRITANNIA DISTRIBUTION WITH REFERENCE TO KANNAN

Under the guidance of

Dr.N.SWARNALATHA, M.B.A., M.Phil., Ph.D.,

DEVANGAR ARTS COLLEGE

This is to certify that Mr. AJAY.S (Reg.No:922619631002) is a bonafide student of

PROJECT GUIDE PRINCIPAL & DIRECTOR

Project report was submitted and Viva-Voce held on _______________________at

INTERNAL EXAMINER EXTERNAL EXAMINER

PLACE: DINDIGUL AJAY.S

I am grateful to Dr.T.VIJAYARAGHAVAN, M.Sc, MCA, MBA (Ind), MBA

I would like to thank Dr.Ir.VADIVU VIJAYARAGHAVAN, BE, MS(NL), MBA,

I am indebted to Dr.N.SWARNALATHA, M.B.A., M.Phil., Ph.D., Principal and

It is with great appreciation and gratitude towards my guide Dr.N.SWARNALATHA,

I wish to express my sincere thanks to Mr.VIGNESH RAJAGOBAL,Visalakshi

SL.NO CONTENTS PAGE NO

TABLE TABLE NAME PAGE

4.1.2 Age of the respondents 32

4.1.3 Annual income of the respondents 33

4.1.4 Educational qualification of the respondents 34

4.1.5 Area of store in the city 35

4.1.6 Type of business 36

4.1.7 Type of store 37

4.1.8 Life time of store 38

4.1.9 Type of family 39

4.1.10 Number of family members 40

4.1.11 Influencing for buying decisions 41

4.1.12 Time for purchasing 42

4.1.13 Preference mode of purchase 43

4.1.14 Significant media mode of advertisement 44

4.1.15 Level of agreement towards their product attributes 45

4.1.18 Level of agreement towards dealership service 55

4.1.19 High sale product of Britannia 59

4.2.2 Association if any, between the annual income of the respondent

CHART CHART NAME PAGE

4.1.2 Age of the respondents 32

4.1.3 Annual income of the respondents 33

4.1.4 Educational qualification of the respondents 34

4.1.5 Area of store in the city 35

4.1.6 Type of business 36

4.1.7 Type of store 37

4.1.8 Life time of store 38

4.1.9 Type of family 39

4.1.10 Number of family members 40

4.1.11 Influencing for buying decisions 41

4.1.12 Time for purchasing 42

4.1.13 Preference mode of purchase 43

4.1.14 Significant media mode of advertisement 44

4.1.15 Level of agreement towards their product attributes 45

4.1.18 Level of agreement towards dealership service 55

4.1.19 High sale product of Britannia 59

Keywords: Retailing, Retailers, Channel of distribution, Product Distribution,

Some of the major retail stores are briefly described here:

The Retailer within the Distribution Channel:

The American Marketing Association defines retailing as “the activities

 According to a BCG report, India‘s consumer spending could go up to US$ 3.6

 Factors such as a comfort, convenience, rising trust factor, modern store

 GST has already reduced the cascading effect by replacing a multitude of

INDUSTRY IN WORLD MARKET:

The company’s Dairy business contributes close to 5 percent of revenue and

“Their Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious

Their relentless focus on quality and freshness have won us prestigious

Ashish Kumar Isher .al (2017) “Study of Retailer’s Satisfaction towards