Retailers Attitude Towards Britannia Biscuits

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ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 5, May 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/

RETAILERS ATTITUDE TOWARDS BRITANNIA BISCUITS (A STUDY WITH SPECIAL REFERENCE TO RURAL AREAS OF TIRUNELVELI) F.MOHAMED SABURA*; DR.T.VIJAYAKUMAR**; ABDUL HAMEED***
*Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, India. **Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India. ***Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India.

ABSTRACT 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 retailer's attitude and finally suggestions were given based on the findings to enhance the attitude among the retailers and increase the sales in the rural areas. KEYWORDS: Customer relationship Management, Marketing Mix, Retail marketing, Rural Consumers, Supply chain. ______________________________________________________________________________ INTRODUCTION Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income,

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ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 5, May 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/

characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. 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. Rural markets face the critical issues of Distribution, Understanding the rural consumer, Communication and Poor infrastructure. The marketer has to strengthen the distribution and pricing strategies. 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...
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