A Comparative Study On Retailer Satisfaction of Britannia Pure Magic Chocolush and Sunfeast Dark Fantasy Retail Outlets in Chennai Region PDF

St.
Joseph’s Institute of Management (JIM)

A Jesuit Business School
St. Joseph’s College (Autonomous), Tiruchirappalli 620 002
KRISHNA KUMAR K
A Comparative Study on Retailer Satisfaction

of Britannia Pure Magic Chocolush and
Sunfeast Dark Fantasy Retail Outlets in
Chennai Region
Master’s Thesis
November 1, 2018
Supervisor: Prof. J. Joan

CERTIFICATE
This is to certify that the project entitled “A comparative study on retailer satisfaction of
Britannia pure magic chocolush and Sunfeast dark fantasy retail outlets in Chennai
region” is a record of research work done by “Mr. Krishna Kumar. K (17PBA147)” during
2017-2019 at St. Joseph’s Institute of Management, St. Joseph’s College (Autonomous),
Tiruchirappalli, Tamil Nadu, India, and that this project has not been previously formed the
basis for the award of any degree, diploma, associateship, fellowship or any other similar title
to anyone and that the project represent entirely an independent work on the part of the
candidate.
Prof. J. Joan Dr. A. John Peter Rev. Dr. C. Joe Arun, SJ

Project Guide Dean, Academics Director
Place: Tiruchirappalli
Date:
VIVA VOCE Examination has been conducted on:
Internal Examiner External Examiner
ii
ACKNOWLEDGEMENT
I would like to thank the Almighty, without whom it would not have been possible for
me to complete the project.
I would like to thank St. Joseph’s Institute of Management, St. Joseph’s College
(Autonomous), Tiruchirappalli for giving me the opportunity to do the project for the betterment
of my career. I also thank Rev. Dr. C. Joe Arun SJ, Director, St. Joseph’s Institute of
Management, for giving abundant showers in succeeding the project work.
I would like to thank Rev. Fr. P Paulraj SJ, Administrator, St. Joseph’s Institute of
Management who provide necessary facilities during the completion of the project. My sincere
gratitude to Dean Academics Dr. A. John Peter and Dean Students Dr. J. Felicita for their
support and guidance throughout the project.
I would also like to thank Dr. A. Savarimuthu, Chair – R esear ch and P ubl i cat i on ,
Professor, St. Joseph’s Institute of Management for his support in helping me to complete
my project. A special thanks to Prof. J. Joan. Faculty Guide, for her continuous guidance
and support throughout the project.
I extend my gratitude to all the faculty members of St. Joseph’s Institute of Management,
for their kind help and valuable support to complete the project successfully. I would like to
thank our parents and friends who have always been a constant source of support in the project.
iii
CONTENT
Chapter Particulars Page No
Title page i
Certificate ii
Acknowledgement iii
Contents iv
List of figures v
Abstract vi
I Introduction 1-11
II Review of Literature 12-16
III Research Methodology 17-21
IV Data Analysis and Interpretation 22-35
V Findings, Recommendations and 36-37

Conclusion
References R1
Appendix A1-A2
iv
LIST OF FIGURES PAGE NO.
1.2.1 Product life cycle 7
4.1.1 Retailer Satisfaction about Britannia Pure Magic Chocolush 22

and Sunfeast Dark Fantasy
4.1.2 Availability of Biscuit products in retail shop 23
4.1.3 Britannia satisfaction rate among retailers 24
4.1.4 Extra credit for sales promotion available 25
4.1.5 Awareness of credit scheme 26
4.1.6 Credit facilities given by Britannia 27
4.1.7 Pure magic chocolush reach to the customer 28
4.1.8 Britannia's scheme about this product 29
4.1.9 Sales promotion for Britannia products 30
4.1.10 Timely delivery of the salesman 31
4.1.11 Weekly purchase of pure magic chocolush 32
4.1.12 Weekly purchase of dark fantasy 33
4.1.13 Display and seasonal scheme satisfaction rate 34
4.1.14 Satisfaction level in relation to profit margin 35
v
ABSTRACT
Britannia Industries Limited is an India Food products corporation based in Kolkata, West
Bengal in India. It is famous for its Britannia and Tiger brands of biscuits, which are popular
throughout the country. Britannia has an estimated 38% market share. The company’s principal
activity is the manufacture and sales of biscuit, breads, rusk, cakes and dairy product. The study
has been undertaken with a view to examine the retailer satisfaction of Britannia Biscuits in
Chennai. The study does not include other agents, worker etc. the focus of the study is the
factors that are closely influence the satisfaction customer awareness, the brand preference,
attitude towards the price, general price level, quality and od product, overall satisfaction about
Britannia biscuits, general awareness, and consumer preferences, loyalty and the service being
offered or rendered by the companies. It is purely base on the view points and feeling and
response expressed by the retailer belongs to Chennai.
vi
Chapter I INTRODUCTION
CHAPTER I
INTRODUCTION
The project titled “A comparative study on retailer satisfaction of Britannia pure magic chocolush and
Sunfeast dark fantasy retail outlets in Chennai region.” to analyse the retailer’s preference towards
Britannia and ITC product and to give innovation idea for the improvement of the product. Marketing is
about winning this new environment with respect to identification and fulfilment of customer needs and
desires. In order to fulfil 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.
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.
This chapter consists of all the definitions of the basic concepts and the new concepts that are involved in
my research study, the scope and limitations of the study followed by the industrial profile which contains
the overall detail about the FMCG and company profile which describes about Britannia and the
departments present in the company. This serves as a base for the study and gives a brief overall view of
how the study is going to happen. The reason for choosing this topic is because I was able to understand
the retailer satisfaction.
A comparative study on retailer satisfaction of Britannia pure magic chocolush and Sunfeast dark fantasy retail
outlets in Chennai region.
1
1.1 CONCEPTUAL AND THEORETICAL FOUNDATIONS OF THE TOPIC
SEGMENTATION
Companies cannot go to all sectors and to all customers with different needs and demands of
customers they use marketing segmentation for such customer. Market segmentation means dividing the
total market for a product into different parts i.e. segments on certain bases.
Basic market segmentation:
• Geographic segmentation
• Demographic segmentation
• Psychographic segmentation
• Behavioural segmentation
Geographic segmentation
Geographic segmentation is a common strategy when you serve customers in a particular area, or
when your broad target audience has different preferences based on where they are located. This marketing
approach is common for small businesses that serve a wide demographic customer base in a local or
regional territory.
• Urban: Rusk and cakes, dairy, pure magic and nutrichoice
• Rural: Tiger, 50-50 and Good day
Demographic segmentation
Demographic segmentation is market segmentation according to age, race, religion, gender, family
size, ethnicity, income, and education. Demographics can be segmented into several markets to help an
organization target its consumers more accurately.
• Age: Kids-Fruit Rolls, Tiger & Treat. Matured People-Good Day, Cream Cracker
• Youth– Little Hearts, Cream Biscuits
2
• Income: Lower Income Group- Tiger, Marie
• Higher Income Group-Good day, Nutri Choice
• Gender: For both Male & Female
Behavioural segmentation
Behavioural segmentation divides the market into groups based on their knowledge, attitudes, uses
and responses to the product. The following are commonly applied behavioural segments. Occasion:
Groups individuals according to the occasions when they purchase, use or think of buying a product.
• Benefits-For Health Benefits; All Nutri Products, Tea Time Snack Biscuits
• User Status– Little Heart Biscuit & Time Pass for Lovers.
• Usage Rate-Marie Gold is for High Usage Rate Customers.
• Occasion- Snack Biscuit
Psychographic segmentation
Psychographic segmentation involves dividing your market into segments based upon different
personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is
advantageous because it allows you to engage in product design and marketing in a focused manner.
Britannia has adopted itself according to the convenience and lifestyle of the Indian consumers so
Britannia came up with a different and new product line.
NICHE MARKETING
Concentrating all marketing efforts on a small but specific and well-defined segment of the population.
Niches do not 'exist' but are 'created' by identifying needs, wants, and requirements that are being
addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy
them. As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small
fish in a big pond. Also called micromarketing.
3
BRAND AWARENESS
Brand awareness is the probability that consumers are familiar about the life and availability of the
product. It is the degree to which consumers precisely associate the brand with the specific product
ADVERTISING
Advertising is bringing a product or service to the attention of potential and current customers. Advertising
is focused on one particular product or service. Thus, an advertising plan for one product might be very
different than that for another product. Advertising is typically done with signs, brochures, commercials,
direct mailings or e-mail messages, personal contact, etc.
CONSUMER
A purchaser of a goods and services in retail. It is an end user, and not necessarily a purchaser, in the
distribution chain of a goods and services.
1.2 CONCEPTS USED AND THEIR DEFINITIONS IN THE STUDY
MARKETING MIX OF BRITANNIA
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix are as follows
• Price
• Product
• Promotion
• Place
Marketing mix of Britannia
Competitive pricing is the sole pricing strategy which Britannia uses. Parle is one of the major competitors
of Britannia and in that Parle G has remained unbeatable for decades. In dairy, Amul is a strong competitor
for Milk, Cheese and other dairy based products. In bakery products, you will find local competition as
well as monginis and other veg cake makers who have their own line of products. To stay above all of
them, Britannia adopts a competitive pricing strategy.
4
Thus, Britannia products are much better in quality and are good in price as well. The pricing strategy
along with distribution has been so strong, that people buy these products even on Railway stations and
while traveling, instead of buying local snacks.
The strongest asset for the promotion of Britannia products is the product itself. The products are tasty
and people like it. Thus, a pull is created directly by the product. However, today, no company can exist
without promotions and advertising. However, the advertising spends for Britannia is controlled because
of the brand equity of Britannia products and the presence of the brand for almost a century in the Indian
market.
The company uses most of the usual methods of advertising, including billboards, magazines, TV ads and
point of purchase advertising for distribution, Britannia follows the FMCG channel of distribution wherein
it appoints distributors at select locations. These distributors are then responsible for handling dealers and
retail showrooms. Modern trade channels like Big Bazar and D mart as well as others are handled directly
by the company. E commerce trade channels like Big Basket has been huge profit for the company. The
distribution channel follows breaking the bulk where in large amounts are transferred from factory to
Carry & Forward, from Carry & Forward to distributor and then forward to retailers and dealers. The
distribution in urban areas is fantastic with Britannia being present almost everywhere. However, the rural
penetration of the company is still less because of the challenges of distribution in rural area.
RETAILING
Retailing is a distribution channel function where one organization buys products from supplying firms
or manufactures the product themselves, and then sells these directly to consumers.
IMPORTANCE OF RETAILING
Retailing has a tremendous impact on the economy. It involves high annual sales and employment. As a
major source of employment retailing offers a wide range of career opportunities including; store
management, merchandising and owning a retail business.
They provide information to consumers through advertising, displays and signs and sales personnel.
Marketing research support is given to other channels, members.
5
Retailing in a way, is the final stage in marketing channels for consumer products. Retailers provide the
vital link between producers and ultimate consumers.
RETAILERS CREATE VALUE FOR CUSTOMER
Providing Assortments
Supermarkets typically carry 20,000 to 30,000 different items made by more than 500 companies.
Offering an assortment enables their customers to choose from a wide selection of products, brands, sizes,
and prices at one location. Manufacturers specialize in producing specific types of products. If each of
these manufacturers had its own stores that sold only its own products, consumers would have to go to
many different stores to buy the groceries needed to prepare a single meal.
Breaking Bulk
To reduce transportation costs, manufacturers and wholesalers typically ship cases of frozen dinners or
cartons of blouses to retailers. Retailers then offer the products in smaller quantities tailored to individual
consumers’ and households’ consumption patterns—an activity called breaking bulk. Breaking bulk is
important to both manufacturers and consumers. It enables manufacturers to efficiently make and ship
merchandise in larger quantities and enables consumers to purchase merchandise in smaller, more useful
quantities.
Holding Inventory
A major value-providing activity performed by retailers is holding inventory so that the products will be
available when consumers want them. Thus, consumers can keep a smaller inventory of products at home
because they know local retailers will have the products available when they need more. This activity is
particularly important to consumers with limited storage space.
Providing Services
Retailers provide services that make it easier for customers to buy and use products. For example, retailers
offer credit so that consumers can have a product now and pay for it later. They display products so that
consumers can see and test them before buying. Some retailers employ salespeople in stores or maintain
Web sites to answer questions and provide additional information about products.
6
CONSUMER AWARENESS
Consumer awareness, which refers to a buyer's knowledge of a particular product or company, allows the
buyer to get the most from what he buys. Consumers can make well-informed choices about what to buy
and how much to spend when they have product information. Consumers benefit from knowing their
rights and reviewing alerts and warnings.
CONSUMER PREFERENCE
Consumer preference is defined as the subjective tastes of individual consumers, measured by their
satisfaction with those items after they’ve purchased them. This satisfaction is often referred to as utility.
Consumer value can be determined by how consumer utility compares between different items. Consumer
preferences can be measured by their satisfaction with a specific item, compared to the opportunity cost
of that item since whenever you buy one item, Consumer preferences can be measured by their satisfaction
with a specific item,
MERCHANDISING
Merchandising activities may include display techniques, free samples, on-the-spot demonstration
pricing, shelf talkers, special offers, and other point-of-sale methods. According to American Marketing
Association, merchandising encompasses "planning involved in marketing the right merchandise or
service at the right place, at the right time, in the right quantities, and at the right price."
PRODUCT LIFE CYCLE
Figure 1.2.1
7
The process wherein a product is introduced to a market, grows in popularity, and is then removed as
demand drops gradually to zero.
Introduction stage
This stage of the cycle could be the most expensive for a company launching a new product.
Growth stage
The growth stage is typically characterized by a strong growth in sales and profits, and because the
company can start to benefit from economies of scale in production, the profit margins, as well as the
overall amount of profit, will increase.
Maturity stage
When a product is no longer in the growth stage, but not yet in the decline stage
Decline stage
When a product is not predicted to continue to be successful or upgraded
PRODUCT WIDTH
The products a business produces separated into different categories a large conglomerate business may
have products in a variety of categories
PRODUCT LINE
A product line is a group of related products under a single brand sold by the same company. Companies
sell multiple product line under their various brands.
PRODUCT DEPTH
The amount of sub- products offered by a business with in a particular line of products. increasing a
company product depth can involve adding new related products to an existing product line or increasing
the number of varieties of a particular product offered.
8
1.3 IMPORTANCE AND SCOPE OF STUDY
IMPORTANCE OF THE STUDY
Over the past decades there has been a decline recognition among researchers and practitioners that a
complete understanding of retailer’s expectations formation representation global advantage. a number of
studies have investigated the advantage of retailer focused retailer’s expectation and their potential to
achieve the results. from a practical perspective it is important to figure out how retailers expectations can
be reinforced in order to enhance the overall brand experience.
SCOPE OF THE STUDY
The scope of the study was to find the determinants of retailer’s expectations amongst people in
Coimbatore city. Purchasing decision were made of many products this study looked at the personal care
products. it looks at whether people were loyal to brands. What were the influencing factors and reason
for moving to other brands. And from this research we can observe the performance in personal care
products. This will give some insight about personal care market to a marketer which will be based on in
terms pf product availability, consumer preference, retailer’s expectations, competitor’s performance,
distribution effectiveness etc. These are the key factors that will able to know the scope of this new product
in the market. This study is also ensuring that whether there is a preference for the personal care.
1.4 LIMITATIONS OF THE STUDY
Time constrains
Data accuracy
Chance of bias
Limitation of study area
1.5 PROFILE OF THE INDUSTRY
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are sold
quickly and at relatively low cost. Items in this category include all consumables (other than
groceries/pulses) people buy at regular intervals. Fast moving consumer goods (FMCG) manufacturing is
very much as the name suggests: high quality products that fly off the production lines as fast as they fly
9
off supermarket shelves. In FMCG, engineers have the vital role of developing and managing
manufacturing processes to remove costs and wastage and keep things moving – thousands of units of
each product can come off a production line every minute. Engineer’s also continually innovative new
machines and processes to match the demands made on products by consumers. The most common in the
list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged foodstuff,
and household accessories and extends to certain electronic goods. These items are meant for daily of
frequent consumption and have a high return. Though the profit margin made on FMCG products is
relatively small (more so for retailers than the producers/suppliers), they are generally sold in large
quantities; thus, the cumulative profit on such products can be substantial. FMCG is a classic case of low
margin and high-volume business.
1.6 PROFILE OF THE BRITANNIA INDUSTRIES LTD
123 years ago, in a small house in central Calcutta (now Kolkata) an intrepid baker made a batch of
delicious, golden brown biscuits. These were meant for officers of the British Raj and their families,
people used to the exacting standards of English tea-time snacking. From the paeans of ecstasy for that
first batch of aromatic, flavour-some biscuits were born a long tradition of delectable baking - and its
Indian custodian, Britannia. Over the last century and a quarter, Britannia has been serving the Indian
consumer with a range of fresh, nutritious and flavour-rich products.
We take pride in our food making traditions and, in our innovations, in equal measure. We demand the
best of ingredients and package their natural goodness in our products, without compromise. We deliver
a complete sensory experience, in every product, every time.
Today, Britannia is a leading food company in India with over Rs. 8500 crores in revenue, delivering
products in over 5 categories through 4.2 million retail outlets to more than half the Indian population.
Our core emphasis across portfolios is on healthy, fresh and delicious food and we are the First Zero
Trans-Fat Company in India. 50% of our product portfolio is enriched with micro-nutrients. Our products
are also delivered through the Britannia Nutrition Foundation to combat malnutrition among
underprivileged children.
Britannia Dairy had its beginnings in 1997. Britannia was one of the first companies in India to pioneer
category defining innovations like Cream Cheese and introducing a host of international flavors for its
cubes & spreads in India. Today Britannia Dairy products Contribute close to 10% of the company’s
10
revenue. Britannia markets its dairy portfolio on the back of a well-integrated cold chain logistics network
and reaches 3 million outlets across the length & breadth of this country. Our relentless focus on quality
and freshness has won us prestigious accolades including the Golden Peacock National Quality Award
and the Ramakrishna Bajaj National Quality Award. However, the award that we 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. We realize our responsibility to continue delivering fresh, nutritious and fun
products and it is our mission to be an arm-stretch away, any time of the day. So, the next time you imagine
the aroma of oven-fresh cakes, the tantalizing drop of rich chocolate cream on crisp, cocoa-brown cookies,
the satisfying mouthful of crunchy biscuits or a sinful bite of melted cheese on freshly toasted bread,
imagine Healthy Goodness.
MILESTONES
In 1892 Britannia was established with revenue of Rs.265.
In 1910 with a advent of electricity operation were mechanized.
In 1921 industrial gas oven was imported to increase the production efficiency.
In 1955 Britannia was launched the cream biscuit call bourbon.
In 1979 the company name was changed to Britannia biscuit industries.
In 1986 the popular biscuit brand Good day was launched.
This chapter clearly dealt with the overall theme of the project and profile of the particular industry that
chosen for study. It also deals with that the concepts involved in study.
11
Chapter II REVIEW OF LITERATURE
CHAPTER II
REVIEW OF LITERATURE
This chapter delt about the study on various articles involving the retailer satisfaction. In this
study we came to know about the various factors involving into retailer satisfaction and the evaluation of
effective distribution towards customer satisfaction.
Gregg, M. W. (1982), Effective soft goods distribution “The Hole is a wholesaler of pants and related
easy-going attire. Its dissemination capacities are intensely bolstered by a PC organize in light of stock
keeping unit (SKU) control of inventories. The organization is by and by endeavouring to determine 4
noteworthy zones of worry in its dissemination frameworks: 1. deciding individual store models at the
SKU level, 2. timing the strategies required to allot mould stock, 3. limiting the capital ventures required
for new appropriation focuses, and 4. refining controls over distribution enter tasks. The goals of the
Hole's conveyance frameworks are: 1. to get, open, check, stock, pick, and ship stock at the most minimal
conceivable cost, inside sensible time and with greatest exactness, 2. to disseminate stock to stores that
have the best chance to offer everything at the coveted gross edge, and 3. to incorporate the appropriation
procedure with stock administration and control frameworks. Using robotized preparing and
extraordinarily planned offices, the Hole trusts it can keep on making progress toward its targets”.
Lee, T. (1982), An approach to cost effective distribution “the requirement for a corporate way to deal
with physical appropriation administration is ending up more vital as worldwide exchange skylines
enlarge and advertises turn out to be more diffuse. Each part of physical circulation speaks to a cost that
must be kept at the very least, and numerous organizations think little of these expenses. The appropriation
supervisor along these lines has a critical part to play. The financial matters of dissemination rely upon
finding the best blend of expenses and administration levels not minimal expenses for every segment. The
4 foremost connections are: 1. obtaining as opposed to stockholding of crude materials, 2. creation as
opposed to stockholding of completed products, 3. reaction or lead times versus deals or stocks, and 4.
deals as opposed to stockholding. Numerous elements must be considered in conveyance arranging, so
the organization must stay touchy to change. The primary future improvements liable to happen in
physical appropriation will be in the regions of specialized advances, coordination and correspondence
frameworks, and hierarchical structures. There are potential expansive reserve funds in store for an
organization that would like to enhance its dissemination activities”.
12
Chu, W., & Desai, P. S. (1995), Channel coordination mechanisms for customer satisfaction “Two
general classes of impetuses by which a maker can rouse its retailers to give high consumer loyalty are
considered: 1. producer help that diminishes the retailer's cost of giving consumer loyalty (CS help), and
2. Consumer loyalty record (CSI) reward. It is demonstrated that if a retailer has a long-haul introduction,
CS help is a more viable coordination instrument that incites the retailer to exhaust more exertion at
consumer loyalty. Notwithstanding, if the retailer has a fleeting introduction, CSI reward is a more
successful coordination instrument? We at that point demonstrate that a long haul arranged retailer is more
significant to a maker than a transient situated one. At long last, it is demonstrated that the utilization of
CS motivations brings about more prominent benefits for both the producer and the retailer”.
Cavanaugh, A. L. (2001), New regs simplify required minimum distribution rules “Required least
disseminations, or RMDs, have dependably been a troublesome and convoluted part of plan organization.
As of late, the IRS issued proposed controls that give direction on the Private Company Occupation
Assurance Demonstration of 1996 changes to the RMD runs and streamline the computation of certain
RMD sums. The net outcomes are littler RMD instalments and less organization, both in the year’s
consequent to the time of the underlying conveyance and on the demise of the member”.
Pappu, R.,& Quester, P. (2006), Does customer satisfaction lead to improved brand equity? “An
empirical examination of two categories of retail brands The goal of the present research is to look at the
connection between purchasers' fulfilment with a retailer and the value they connect with the retail mark.
Retail mark value is conceptualized as a four-dimensional develop containing: retailer mindfulness,
retailer affiliations, and retailer saw quality and retailer reliability. At that point the cooperative system
memory show is connected from intellectual brain science to the particular setting of the connections
between consumer loyalty and shopper based retailer value. A review was embraced utilizing a comfort
test of shopping centre purchasers in an Australian state capital city. The connection between purchaser-
based retailer value and consumer loyalty was analysed utilizing multivariate investigation of change.
Results show that retail mark value differs with consumer loyalty. For retail establishments, every
shopper-based retailer value measurement changed by consumer loyalty with the retailer. In any case, for
claim to fame stores, just three of the shopper-based retailer value measurements, to be specific retailer
13
mindfulness, retailer affiliations and retailer saw quality, fluctuated by consumer loyalty level with the
retailer.”
Glynn, M. S. (2007), This article made by How retail category differences moderate retailer
perceptions of manufacturer brands “This article looks at how the sort of item classification impacts
producer retailer connections including maker brands. Classification administration is a key retailer
administration component, yet this theme has not been tended to with regards to acquiring producer
brands. This investigation inspected retailer impression of maker marks crosswise over eight item classes
and the impacts on retailer relationship results including fulfilment, trust, duty and execution. A huge
distinction in show parameters was at first distinguished between the two alcohol and six basic need
classes. The impact of this distinction on the retailer relationship results with producer brands was then
evaluated utilizing multi-assemble basic condition demonstrating. There were no contrasts between the
classifications as far as the impact of brand benefits on retailer fulfilment with the brand and the resulting
impact of fulfilment on retailer responsibility and trust. Nonetheless, the effect of retailer fulfilment with
the brand on mark execution desires was more noteworthy for alcohol brands than for brands in the basic
supply classifications. The outcomes demonstrate a retailer's evaluation of a brand's execution inside the
store condition relies upon the part of the class and in addition fulfilment with the brand.”
Seung-Eun, L., Kim K.P. Johnson, & Gahring, S. A. (2008), Small-town consumers'
disconfirmation of expectations and satisfaction with local independent retailers “To recognize
factors that impact residential area customers' fulfilment with nearby autonomous retailers and the ensuing
connections of buyer fulfilment to in-shopping, network connection, and support of neighbourhood free
retailers. Plan/philosophy/approach - Oliver's anticipation disconfirmation show (1980) was utilized as
the structure to foresee customer fulfilment. Purchaser postage information were achieved from
autonomous retailers in three little Midwest people group in the USA wherein no less than one major box
retailer was found. An overview survey was sent to 903 purchasers of free retailers. The arrival rate was
36 for each penny with 328 reactions. Discoveries - Most systems performed by residential community
autonomous retailers did not live up to their nearby buyers' desires. Extraordinarily, stock grouping and
accessibility, for example, offering a remarkable and vast choice of items, demonstrated the biggest
disparity between respondents' desires and retailers' execution, showing that free retailers are not
addressing their customers' needs in these regions. Members who were happy with their free retailers,
shopped locally, were emphatically joined to their networks, and were eager to help their nearby
autonomous retailers. Down to earth suggestions - Residential community autonomous retailers need to
14
persistently inspect and revaluate their business methodologies to meet the changing desires for their
nearby customers. Residential community shoppers' desires for nearby autonomous retailers are moving
because of differing flow of retail condition including the passage of enormous box retailers. It is
fundamental that free retailers know their neighbourhood clients and endeavour specialty systems that
enormous box retailers don't give. Inventiveness/esteem - The creators received the ideas of fulfilment
and disconfirmation from Oliver's anticipation disconfirmation demonstrate. Based on Oliver's model, the
authors anticipated that shopper fulfilment with nearby free retailers would be influenced by conceivable
disconfirmation between buyers' desires and autonomous retailers' execution.”
Glynn, M. S., Brodie, R. J., & Motion, J. (2012), The benefits of manufacturer brands to retailers”
The motivation behind this paper is to research how makers' brands advantage retailers and how these
advantages influence retailer assessments of the brand. Plan/philosophy/approach - The specialists build
up a calculated structure, from a writing audit and subjective meetings, which plots the advantages of
makers' brands for retailers. A progression of theories tests the impacts of these brand benefits on retailer
mark mentalities. Information are gathered utilizing an overview of market classification purchasers and
broke down with auxiliary condition displaying so as to approve this structure. Discoveries - Makers'
brands convey four advantages to retailers: monetary, producer bolster, living up to clients' desires and
brand value. Money related advantages and client desires strongly affect retailer fulfilment with the brand
contrasted with maker support and brand value. Retailer fulfilment with the brand is a precursor to the
retailer appraisal of brand execution and in addition trust and duty of the brand. An elective model
demonstrates that brand value impacts retailer promise to the brand and that monetary advantages
influence retailer execution appraisal of the brand. Common sense ramifications - Makers should think
about their brands as channel assets when managing retail purchasers, and need to consider how to best
use these four brand advantages to energize channel bolster. Inventiveness/esteem - This investigation
proposes an applied model and measures the impact of maker mark benefits on longer term retailer states
of mind towards the brand, which explore has not already tended to”.
Noor, N. A. M., Perumal, S., & Goaill, M. M. (2015), The impact of relational marketing bonds on
retailers' economic and social satisfaction “In the writing on channel connections, there is an intricate
and threatening connection amongst makers and substantial retailers, particularly given the becoming
stronger of retail associations in the worldwide setting. This investigation consequently analyses (a) the
effects of social promoting securities on financial and social fulfilment and (b) the part of monetary
15
fulfilment in the connections between social showcasing bonds and social fulfilment in the maker retailer
relationship. This quantitative investigation presents exact discoveries from a review of 140 substantial
retailers utilizing halfway minimum squares. The outcomes uncovered that hierarchical bonds, however
not relational bonds, were essential in influencing retailers' monetary fulfilment. In the meantime,
relational bonds were essential in influencing retailers' social fulfilment. The outcomes additionally gave
solid proof of the connection between retailers' financial and social fulfilment and in addition the pivotal
part of monetary fulfilment as a go between hierarchical bonds and social fulfilment. Hypothetical and
administrative ramifications are removed from these discoveries.
Froio, A. A., & Singh, M. (2016), An effective strategy for disputes with beneficiaries “Organization
of a trust expecting conveyances to in excess of one recipient can be loaded with debate. The particular
debated issues can be anything, however the objective for the recipient raising the issue is, as a general
rule, the same - a bigger offer of the trust home. With an end goal to determine question, the trustee, in
any case, may need to spend trust resources, regardless of whether to arrange a settlement or, if
transactions come up short, to employ outside insight or potentially start lawful procedures. With the
estimation of the trust bequest decreased therefore, the trustee dangers confronting considerably more
complaints from recipients that reason extra cost and deferral in circulations. In what manner can a trustee
manage the trust and make appropriations with insignificant cost to the trust bequest when looked with
recipients who keep on objecting? The appropriate response may lie in proactively starting a procedure in
a court with the pertinent aptitude and experience.”
16
CHAPTER III RESEARCH METHODOLOGY
CHAPTER III
RESEARCH METHODOLOGY
This chapter discusses about the problem area of the study and uses descriptive method of
the study. Sampling method is simple ransom sampling method and questionnaire method is used
for collecting data in the study of research and it also discuss about the various statistical method
used.
3.1 FORMULATION AND STATEMENT OF THE PROBLEM
In this competitive world, we can see many problems in marketing of any product or service. Some
problems can be solved, but so many problems may not be solved. India is a developing country
and retail marketing is an important one to develop a country’s economy. Retailers, who are the
connecting link between the producer and consumer, face many problems to market their products
from various dimensions and many causes behind this. At present the customers are also more
dynamic. The customers have certain expectations from the items they purchase such as its quality,
price, good services etc. Hence, there is a need for a research work in the field of problems of retail
marketing in the point of view of retailers and customers as well.
3.2 STUDY DESIGN
Descriptive method
Descriptive research is “aimed at casting light on current issues or problems through a process of
data collection that enables them to describe the situation more completely than was possible
without employing this method”.
Descriptive method of the study is taken for this research. The research is based on comparing the
retailer satisfaction between Britannia pure magic chocolush and Sunfeast dark fantasy.
A comparative study on retailer satisfaction of Britannia pure magic chocolush and Sunfeast dark fantasy
retail outlets in Chennai region.
17
3.3 OBJECTIVES OF THE STUDY
• To compare the Britannia pure magic chocolush and Sunfeast dark fantasy in terms of
sales volume.
• To compare the sales promotions techniques of Britannia pure magic chocolush and
sunfeast dark fantasy.
• To find the satisfaction of the retailer based on product.
3.4 VARIABLES CONSIDERED
Dependent variable
A dependent variable is what you measure in the experiment and what is affected during the
experiment. The dependent variable responds to the independent variable. It is called dependent
because it "depends" on the independent variable. In a scientific experiment, you cannot have a
dependent variable without an independent variable.
Independent variable
An independent variable is the variable you have control over, what you can choose and
manipulate. It is usually what you think will affect the dependent variable. In some cases, you may
not be able to manipulate the independent variable.
Difference between independent and dependent variable
The dependent variables represent the output or outcome whose variation is being studied. The
independent variables, also known in a statistical context as regressors, represent inputs or causes,
potential reasons for variation or, in the experimental setting.
• Rate of product
• Availability of product
• Quality
18
• Distribution channel
• Timely delivery
3.5 SAMPLING DESIGN
Sampling
Sampling is a process used in statistical analysis in which a predetermined number of observations

are taken from a larger population.
Sample design
Sampling method refers to the rules and procedures by which some elements of the population are
included in the sample.
Sampling method
This is a convenience sampling. A convenience sample is a type of non-probability sampling

method where the sample is taken from a group of people easy to contact or to reach. For example,
standing at a mall or a grocery store and asking people to answer questions would be an example
of a convenience sample.
Sampling size
a) Population size: 1500

b) Sample size: 150
3.6 TYPES AND SOURCES OF DATA
• Primary data
• Secondary data
19
Primary data
Primary data means original data that has been collected specially for the purpose in mind. It
means someone collected the data from the original source first hand.
Secondary data
Secondary data refers to data that was collected by someone other than the user.
Sources of data
In this research the primary data is collected through Structured Questionnaire.
3.7 METHODS AND TOOLS OF DATA COLLECTION
A Structured questionnaire was used as a method for data collection.
Structured questionnaire
Structured Questionnaires are a quantitative method of research, which was advocated by Emile
Durkheim (1858 – 1917). It includes the low level of involvement of the researcher and high
number of respondents (the individuals who answer the questions).
3.8 Methods and tools of data analysis
For data analysis the statistics methods used are like mean, median, mode, average and standard
deviation and for the research analysis.
Data is processed through MS EXCEL software for the comparative study of retailer satisfaction
from Britannia pure magic chocolush and sunfeast dark fantasy.
Limitation of the study
Time constrains
Data accuracy
20
Chance of bias
Limitation of study area
All the above are necessary for making the study in a qualitative manner. The primary data is
collected under the chance of the bias. The data are also may not be sufficient to make study. The
study is whether the distribution is major criteria for retailer satisfaction.
21
Chapter IV DATA ANALYSIS AND INTERPRETATION
CHAPTER IV
DATA ANALYSIS AND INERPRETATION
In this chapter the analysis to compare the products of Pure magic chocolush and Dark fantasy
from retailers which is mostly satisfied from retailer outlets sales promotion in Chennai region.
4.1 DATA ANALYSIS
Analysis I
Figure 4.1.1
Retailer Satisfaction about Britannia Pure Magic Chocolush and Sunfeast Dark Fantasy
RETAILER SATISFACTION ABOUT

BRITANNIA PURE MAGIC CHOCOLUSH
AND SUNFEAST DARK FANTASY
brittania pure
magic
sunfeast dark 47%
fantasy
53%
This analysis says that satisfaction about the retailers has most of them like to prefer sunfeast dark fantasy
because 53% of retailers in retail shop like sunfeast dark fantasy and 47% of retailers like Britannia pure
magic chocolush.
22
Analysis II
Figure 4.1.2
Availability of Biscuit products in retail shop
AVAILABILITY OF BISCUIT PRODUCTS

IN RETAIL SHOP
Parle
25% Britannia
40%
ITC
35%
This analysis says that when we compare the biscuit product Britannia, ITC, parle most of the retailers
like to prefer Britannia because Britannia has mainly focused on biscuit products. So, 40% of retailer shop
available for Britannia biscuit product, 35% of retailer shop available for ITC from sunfeast product, 25%
of retailer shop available for parle.
23
Analysis III
Figure 4.1.3
Britannia satisfaction rate among retailers
BRITANNIA SATISFACTION RATE

AMONG RETAILERS
no
35%
yes
65%
I observed in this analysis says that retailer satisfaction about the Britannia products has highly satisfied
from the retailer shops because from this analysis 65% of retailers satisfied about Britannia and 35% of
retailers from retailer shops not satisfied about the Britannia because some retailer shops has created credit
issues.
24
Analysis IV
Figure 4.1.4
Extra credit for sales promotion available
EXTRA CREDIT FOR SALES PROMOTION

AVAILABLE
ITC
60%
Britannia Other
40% 60%
In this analysis says that when we compare the Britannia and ITC biscuit product, ITC has given the extra
credit for sales promotion but britannia has given the credit but it was middle. when we analyse the chat
britannia has 40% and ITC has 60% of credit given to the retailer.
25
Analysis V
Figure 4.1.5
Awareness of credit scheme
AWARENESS OF CREDIT SCHEME
NO
YES
0% 10% 20% 30% 40% 50% 60% 70% 80%
From this analysis 30% of retailers cannot be aware of credit scheme and 70% of retailers in the retail
shop can be aware of credit scheme because most of the retailers want to the credit sales from retail shop.
It is very important to take order for credit base.
26
Analysis VI
Figure 4.1.6
Credit facilities given by Britannia
CREDIT FACILITIES GIVEN BY BRITANNIA
HIGHLY DISSATISFIED
DISSATISFIED
NEUTRAL
SATISFIED
HIGHLY SATISFIED
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
This analysis says that Britannia has given credit facilities, but they have not given first time after they
analyse customer for 2 months, they have decided to give credit facilities. The 44% of retailers highly
satisfied to the credit facilities.
27
Analysis VII
Figure 4.1.7
Pure magic chocolush reach to the customer
PURE MAGIC CHOCOLUSH REACH TO

THE CUSTOMER
HIGH
25%
Other
0%
LOW
75%
In this analysis Britannia pure magic chocolush has very low sales promotion from retailers to the
customer because this analysis says 75% of the retailers have not buy this product but 25% of retailers
only to buy this product.
28
Analysis VIII
Figure 4.1.8
Britannia's scheme about this product
BRITANNIA'S SCHEME ABOUT THIS PRODUCT

80%
70%
60%
50%
40%
30%
20%
10%
0%
YES NO
In this analysis says that retailers have satisfied about the scheme because 80% of retailers can be satisfied
about the Britannia scheme but only 20% retailers not satisfied.
29
Analysis IX
Figure 4.1.9
Sales promotion for Britannia products
SALES PROMOTION FOR BRITANNIA

PRODUCTS
5%
HIGHLY DISSATISFIED
5%
DISSATISFIED
0
NEUTRAL
50%
SATISFIED
40%
HIGHLY SATISFIED
0 0.1 0.2 0.3 0.4 0.5 0.6
Series2 Series1
In this analysis satisfaction of retailers about sales promotion from Britannia products. This analysis says
that most of the retailers highly satisfied about the sales promotion of Britannia because the sales
promotion of Britannia product has 40% of highly satisfied and 50% of satisfied.
30
Analysis X
Figure 4.1.10
Timely delivery of the salesman
TIMELY DELIVERY OF THE SALESMAN

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED
In this analysis salesman timely delivery of retailer satisfaction. For this analysis 40% of the retailers
highly satisfied to deliver the product with salesman.
31
Analysis XI
Figure 4.1.11
Weekly purchase of pure magic chocolush
WEEKLY PURCHASE OF PURE MAGIC

CHOCOLUSH
50
40
30
20
10
0
0 - 200 200 - 400 400 - 600
In this analysis says that 50% of retailers get order for Rs.1 to 200, 30% of retailers get order for Rs.200
to 400, 20% of retailers get order for Rs.400 to 600.
32
Analysis XII
Figure 4.1.12
Weekly purchase of dark fantasy
WEEKLY PURCHASE OF DARK FANTASY
60
20 20
0-200 200-400 400-600
In this analysis says that 60% of retailers get order for Rs.1 to 200, 20% of retailers get order for Rs.200
to 400, 20% of retailers get order for Rs.400 to 600.
33
Analysis XIII
Figure 4.1.13
Display and seasonal scheme satisfaction rate
DISPLAY AND SEASONAL SCHEME

SATISFAC TION RATE
Series1 Series2
0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0
HIGHLY SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED
In this analysis says that retailer satisfaction of display and seasonal scheme. In this analysis says that
40% of retailers highly satisfied about the display and seasonal scheme.
34
Analysis XIV
Figure 4.1.14
Satisfaction level in relation to profit margin
SATISFACTION LEVEL IN RELATION TO

PROFIT MARGIN
EXCELLENT 15%
VERY GOOD 15%
GOOD 20%
AVERAGE 20%
POOR 30%
In this analysis says that satisfied the profit margin of the retailers. Most of the retailers very poor
satisfaction of profit margin.
After finding this analysis when we compared both product of Britannia pure magic chocolush and
Sunfeast dark fantasy the satisfaction of the retailers from retail outlets has mostly satisfied Sunfeast dark
fantasy because the analysis says that 47% of retailer outlets satisfied about Britannia pure magic
chocolush and 53% of retailer outlets satisfied about sunfeast dark fantasy.
35
Chapter V FINDINGS, SUGGESTION AND CONCLUSION
CHAPTER V
FINDINGS, SUGGESTION AND CONCLUSION
After analysing the results, the recommendations and findings should be delt with this chapter.
These results are made through only basis on sampling criteria. The results that involves in various factors
depends upon the only mentioned companies in survey tool. The results and findings should be obtained
by the usage of survey and analysis that made through MS – EXCEL analytical tool.
5.1 FINDINGS:
As per the analysis of retailer satisfaction survey says that,
• In (Analysis 1) 53% of retailers in retail shop like sunfeast dark fantasy and 47% of retailers like
Britannia pure magic chocolush. There is a less sales in Britannia pure magic chocolush rather than
Sunfeast dark fantasy.
• In (analysis 2) 40% of retailer shop available for Britannia biscuit product, 35% of retailer shop
available for ITC from sunfeast product, 25% of retailer shop available for parle.
• In (analysis 4) Britannia has 40% of credit given to the retailers and ITC has 60% of credit given to
the retailer. So, ITC has given more credit.
• In (analysis 7) Britannia pure magic chocolush 75% of product very low to move the customers, 25%
of products high to move some customers.
• In (analysis 9) sales promotion for Britannia products from retailer satisfaction 40% of the retail outlets
highly satisfied, 50% of retail outlets satisfied but 10% of retail outlets not satisfied because most of
the retail outlets suffered from sales promotion for pure magic chocolush.
• In (analysis 11) weekly purchase of pure magic chocolush has 50% of retailers get order for Rs.1 to
200, 30% of retailers get order for Rs.200 to 400, 20% of retailers get order for Rs.400 to 600.
• In (analysis 12) weekly purchase of Dark fantasy has 60% of retailers get order for Rs.1 to 200, 20%
of retailers get order for Rs.200 to 400, 20% of retailers get order for Rs.400 to 600.
• When we compare the Britannia pure magic chocolush and sunfeast dark fantasy most of the retailers
prefer sunfeast dark fantasy
• Due to its low margin the retailers are not satisfied with the product and they are not getting profit.
36
Chapter V FINDINGS, SUGGESTION AND CONCLUSION
5.2 SUGGESTION
If the company need to be get satisfaction from the retailer means they need to do following criteria as
the major key aspects of their business.
• Britannia stocks must be properly delivered to the retail outlets on time.

• Company can give credit sales to give the retailers.
• Company can give more offers to satisfy retailers.
• In most of the retailers expect valued products so company should give valued products to retailers.
• Clear communication between retail outlets and distribution area.
Apart from this specimen they need to use their positions based on decrease the margin gap
between retail and distributors. If a company need to be succeed in their business, they need to
concentrate not only on products and selling. They need to concentrate on retailer satisfaction as
well as consumer satisfaction.
5.3 CONCLUSION
In this study of retailer satisfaction, we came to know that the retailer satisfaction criteria majorly
depend upon the distribution and its basis aspects. From this the company should consider the responses
of the retailers. According to that they can increase the sales of the pure magic chocolush biscuits. The
company should also concentrate on all the problems and the schemes which the company can do for the
retailers.
37
REFERENCES
Britannia. (n.d.). Britannia overview Retrieved from http://britannia.co.in/about-us/overview
Cavanaugh, A. L. (2001). New regs simplify required minimum distribution rules. Compensation &
Benefits Management, 17(2), 6-11.
Chu, W., & Desai, P. S. (1995). Channel coordination mechanisms for customer satisfaction. Marketing
Science, 14(4), 343.
Froio, A. A., & Singh, M. (2016). An effective strategy for disputes with beneficiaries. Trusts & Estates,
29-n/a.
Glynn, M. S. (2007). How retail category differences moderate retailer perceptions of manufacturer
brands. Australasian Marketing Journal, 15(2), 55-67.
Glynn, M. S., Brodie, R. J., & Motion, J. (2012). The benefits of manufacturer brands to
retailers. European Journal of Marketing, 46(9), 1127-1149.
Gregg, M. W. (1982). Effective soft goods distribution: A case study. Retail Control, 50(9), 2.
Lee, T. (1982). An approach to cost effective distribution. Retail & Distribution Management, 10(4), 61.
Noor, N. A. M., Perumal, S., & Goaill, M. M. (2015). The impact of relational marketing bonds on
retailers' economic and social satisfaction. Journal of Relationship Marketing, 14(2), 124.
Pappu, R., & Quester, P. (2006). Does customer satisfaction lead to improved brand equity? an
empirical examination of two categories of retail brands. The Journal of Product and Brand
Management, 15(1), 4-14.
Seung-Eun, L., Kim K.P. Johnson, & Gahring, S. A. (2008). Small-town consumers' disconfirmation of
expectations and satisfaction with local independent retailers. International Journal of Retail &
Distribution Management, 36(2), 143-157.
R1
APPENDIX
A COMPARATIVE STUDY ON RETAILER SATISFACTION OF BRITANNIA PURE
MAGIC CHOCOLUSH AND SUNFEAST DARK FANTASY RETAIL OUTLETS IN CHENNAI
REGION
QUESTIONNAIRE
NAME
OUTLET NAME
1.Which company biscuits are available in your shop?
a) Britannia b) ITC c) parley
2.Are you satisfied about the Britannia products?
a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied
3.If you satisfied Britannia products which brands mostly satisfied the customer to buy the products?
a) Milk Bikis b) Pure magic c) Good day brands d) Nutri choice
4.Are you aware of credit scheme of the company?
a) Yes b) No
5.When you compare the Britannia and Itc from sunfeast company. which companies to give extra credit for
sales promotion?
a) Britannia b) ITC
6.Are you satisfied in the credit facilities given by Britannia?
7.How was the Britannia pure magic chocolush brand move to the customer?
a) low b) Medium c) High
8.When you compare the pure magic chocolush and Dark fantasy, which brand fastly moves in the sales ratio
to the customer?
a) Pure magic b) Dark fantasy
9.Does Britannia provided any scheme about the product?
a) yes b) No
A1
10.Are you satisfied with sales promotion?
11.Are you satisfied by the timely delivery of salesman?
A) Highly satisfied b) satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied
12.Weekly purchase of pure magic chocolush in values?
a) 0-200 b) 200-400 c) 400-600
13.Weekly purchase of Dark fantasy in values?
a) 0-200 b) 200-400 c) 400-600
14.Are you satisfied with display and seasonal scheme?
15.what is your satisfaction level in relation to profit margin?
a) Poor b) Average c) Good d) Very good e) Excellent
A2

A Comparative Study On Retailer Satisfaction of Britannia Pure Magic Chocolush and Sunfeast Dark Fantasy Retail Outlets in Chennai Region PDF

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

A Comparative Study On Retailer Satisfaction of Britannia Pure Magic Chocolush and Sunfeast Dark Fantasy Retail Outlets in Chennai Region PDF

Загружено:

Авторское право:

Доступные форматы

St.

Joseph’s Institute of Management (JIM)

A Comparative Study on Retailer Satisfaction

Supervisor: Prof. J. Joan

2017-2019 at St. Joseph’s Institute of Management, St. Joseph’s College (Autonomous),

Prof. J. Joan Dr. A. John Peter Rev. Dr. C. Joe Arun, SJ

VIVA VOCE Examination has been conducted on:

Internal Examiner External Examiner

II Review of Literature 12-16

III Research Methodology 17-21

IV Data Analysis and Interpretation 22-35

V Findings, Recommendations and 36-37

1.2.1 Product life cycle 7

4.1.1 Retailer Satisfaction about Britannia Pure Magic Chocolush 22

4.1.2 Availability of Biscuit products in retail shop 23

4.1.3 Britannia satisfaction rate among retailers 24

4.1.4 Extra credit for sales promotion available 25

4.1.5 Awareness of credit scheme 26

4.1.6 Credit facilities given by Britannia 27

4.1.7 Pure magic chocolush reach to the customer 28

4.1.8 Britannia's scheme about this product 29

4.1.9 Sales promotion for Britannia products 30

4.1.10 Timely delivery of the salesman 31

4.1.11 Weekly purchase of pure magic chocolush 32

4.1.12 Weekly purchase of dark fantasy 33

4.1.13 Display and seasonal scheme satisfaction rate 34

4.1.14 Satisfaction level in relation to profit margin 35

response expressed by the retailer belongs to Chennai.

1.1 CONCEPTUAL AND THEORETICAL FOUNDATIONS OF THE TOPIC

Basic market segmentation:

• Urban: Rusk and cakes, dairy, pure magic and nutrichoice

• Rural: Tiger, 50-50 and Good day

• Youth– Little Hearts, Cream Biscuits

• Income: Lower Income Group- Tiger, Marie

• Higher Income Group-Good day, Nutri Choice

• Gender: For both Male & Female

• Usage Rate-Marie Gold is for High Usage Rate Customers.

• Occasion- Snack Biscuit

1.2 CONCEPTS USED AND THEIR DEFINITIONS IN THE STUDY

MARKETING MIX OF BRITANNIA

Marketing mix of Britannia

RETAILERS CREATE VALUE FOR CUSTOMER

PRODUCT LIFE CYCLE

1.3 IMPORTANCE AND SCOPE OF STUDY

IMPORTANCE OF THE STUDY

SCOPE OF THE STUDY

1.4 LIMITATIONS OF THE STUDY

Limitation of study area

1.5 PROFILE OF THE INDUSTRY

1.6 PROFILE OF THE BRITANNIA INDUSTRIES LTD

In 1892 Britannia was established with revenue of Rs.265.

In 1910 with a advent of electricity operation were mechanized.

In 1955 Britannia was launched the cream biscuit call bourbon.

In 1979 the company name was changed to Britannia biscuit industries.

In 1986 the popular biscuit brand Good day was launched.

3.2 STUDY DESIGN

3.3 OBJECTIVES OF THE STUDY

3.4 VARIABLES CONSIDERED

Difference between independent and dependent variable

3.5 SAMPLING DESIGN

Sampling is a process used in statistical analysis in which a predetermined number of observations

This is a convenience sampling. A convenience sample is a type of non-probability sampling

a) Population size: 1500