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INTRODUCTION

About Retailing:

Definition: One who sells goods or commodities directly to consumers? These items are

purchased from the manufacturer or wholesaler and sold to the end user at a marked up price.

An independent retailer is one who builds his/her business from the ground up. From the

business planning stage to opening day, the independent retail owner does it all. He/she may

hire consultants, staff and others to assist in the business endeavor. The opportunities are

endless.

Advantages:

There are no restrictions on whom, how or where an entrepreneur should set up his/her

business. The freedom to do what one wants to do is the biggest advantage in this form of

business. It can be extremely fulfilling.

Retailing includes all the activities involved in selling goods and services directly to final

consumers for personal, non-business use. A retailer or retail store is any business enterprise

whose sales volume comes primarily from retailing.

Retailing consists of the sale of goods or merchandise from a fixed location, such as adepartment store, boutique or kiosk, or by mail, in small or individual lots for direct

consumption by the purchaser.[1]Retailing may include subordinated services, such as delivery.

Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products

in large quantities from manufacturers or importers, either directly or through a wholesaler, and

then sells smaller quantities to the end-user.

Etymology

Retail comes from the French word retailer, which refers to "cutting off, clip and

divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning of a "sale

in small quantities" in 1433 (French).
http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Retailing#cite_note-fas-0http://en.wikipedia.org/wiki/Retailing#cite_note-fas-0http://en.wikipedia.org/wiki/Retailing#cite_note-fas-0http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/End-userhttp://en.wiktionary.org/wiki/fr:retaillerhttp://en.wiktionary.org/wiki/fr:retaillerhttp://en.wiktionary.org/wiki/fr:retaillerhttp://en.wiktionary.org/wiki/fr:retaillerhttp://en.wikipedia.org/wiki/End-userhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Retailing#cite_note-fas-0http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Sales

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Types of retail outlets

A marketplace is a location where goods and services are exchanged. The traditional

market square is a city square where traders set up stalls and buyers browse the merchandise.

This kind of market is very old, and countless such markets are still in operation around the

whole world.

In some parts of the world, the retail business is still dominated by small family-run

stores, but this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows:

Food products Soft goods - clothing, apparel, and other fabrics. Hard goods ("hard line retailers") - appliances, electronics, furniture,

sporting goods, etc.

There are the following types of retailers by marketing strategy:

Supermarkets- sell mostly food products; Department stores - very large stores offering a huge assortment of "soft" and "hard

goods";

Discount stores - tend to offer a wide array of products and services, but they competemainly on price;

General merchandise store- a hybrid between a department store and discount store; Warehouse store - low-cost, often high-quantity goods piled on pallets or steel shelves;

warehouse clubs charge a membership fee;

Variety store or "dollar store" - extremely low-cost goods, with limited selection;

Retailing process

Successful retailers know that counting on past success to fuel future growth does not

work. Companies that continue to gain market share are evolving with the changing

marketplace and expanding into new areas. Continuous improvement is the path to competitive

advantage. But many of these change initiatives are fraught with danger. New software

solutions can provide great returns but can also cost millions of dollars and system

implementations always contain some semblance of risk.

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Process Excellence can be achieved by following four steps:

1. Process Mapping2. Process Improvement3. Change Management4. Success Measurement

The Indian Retail Market

Indian market has high complexities in terms of a wide geographic spread and distinct

consumer preferences varying by each region necessitating a need for localization even within

the geographic zones. India has highest number of outlets per person (7 per thousand) Indian

retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6

percent is highest in the world. 1.8 million House holds in India have an annual income of over

45 lakh.

While India presents a large market opportunity given the number and increasing

purchasing power of consumers, there are significant challenges as well given that over 90% of

trade is conducted through independent local stores. Challenges include: Geographically

dispersed population, small ticket sizes, complex distribution network, little use of IT systems,

limitations of mass media and existence of counterfeit goods.
http://en.wikipedia.org/wiki/File:Indian_Rupee_symbol.svghttp://en.wikipedia.org/wiki/File:Indian_Rupee_symbol.svg

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1.1ABOUT THE INDUSTRY

FMCG industry,

This industry is alternatively called as CPG (Consumer packaged goods) industry

primarily deals with the production, distribution and marketing of consumer packaged goods.

The Fast Moving Consumer Goods (FMCG) are those consumables which are normally

consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry

are selling, marketing, financing, purchasing, etc. The industry also engaged in operations,

supply chain, production and general management.

FMCG industry economy

FMCG industry provides a wide range of consumables and accordingly the amount of

money circulated against FMCG products is also very high. The competition among FMCG

manufacturers is also growing and as a result of this, investment in FMCG industry is also

increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector

with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by

2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of

Gross Domestic Product (GDP).

Market potentiality of FMCG industry

Some of the merits of FMCG industry, which made this industry as a potential one are

low operational cost, strong distribution networks, presence of renowned FMCG companies.

Population growth is another factor which is responsible behind the success of this industry.

Leading FMCG companies

Some of the well known FMCG companies are

Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble,

Coca-Cola, Carlsberg, General Mills, Pepsi Mars etc.

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Job opportunities in FMCG industry

FMCG industry creates a wide range of job opportunities. This industry is a stable,

diverse, challenging and high profile industry providing a wide range of job categories like sales,

supply chain, finance, marketing, operations, purchasing, human resources, product

development, and general management.

Scope of FMCG

The term FMCG refers to those retail goods that are generally replaced or fully used up

over a short period of days, weeks, or months, and within one year. This contrasts with durable

goods or major appliances such as kitchen appliances, which are generally replaced over a period

of several years.

FMCGs have a short shelf life, either as a result of high consumer demand or because the

product deteriorates rapidly. Some FMCGssuch as meat, fruits and vegetables, dairy products

and baked goods are highly perishable. Other goods such as alcohol, toiletries, pre-packaged

foods, soft drinks and cleaning products have high turnover rates.

SWOT of FMCG Sector

Strengths:

Low operational costs Presence of established distribution networks in both urban and rural areas Presence of well-known brands in FMCG sector

Opportunities:

Untapped rural market Rising income levels, i.e. increase in purchasing power of consumers Large domestic market- a population of over one billion Export potential High consumer goods spending
http://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Major_appliancehttp://en.wikipedia.org/wiki/Durable_goodhttp://en.wikipedia.org/wiki/Durable_good

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Weaknesses:

Lower scope of investing in technology and achieving economies of scale, especially insmall sectors

Low exports levels "Me-too" products, which illegally mimic the labels of the established brands. These

products narrow the scope of FMCG products in rural and semi-urban market.

Threats:

Removal of import restrictions resulting in replacing of domestic brands Slowdown in rural demand. Tax and regulatory structure

FMCG Marketing

Marketing is the planning and execution of the production, pricing, promotion and

distribution of goods and services to create exchanges that achieve individual and business

objectives. Put simply, marketing is about matching every part of your business with your

customers so that:

You meet their needs. They are aware that you meet their needs. They are motivated to buy from you. They are motivated to keep buying from you.If you dont achieve these outcomes, customers wont buy from you and you will go out of

business. It wont matter if you make the best product in the world or if you are very good at

bookkeeping and administration - poor marketers go out of business.

Sell the Benefits

Customers wont buy from you if they cant receive benefits from doing so. Customers

always ask: whats in it for me? when deciding whether to buy. For example, when a

customer buys an 8mmdrill bit, they are not really interested in buying justa drill bit. More

importantly, they are interested in buying the ability to drill 8mm holes. Customers are also

interested in buying different levels of quality, capability (e.g. some drill bits can only drill

timber whereas some can drill bricks and concrete) and price.

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Items to consider in FMCG Marketing

Advertising.

Product range and mix of products.

Price points.

How products and services are sourced.

Website.

Brochure.

Promotions.

Events.

The Marketing Process of FMCg

1. Research your Market Environment2. Develop and Implement your Marketing Plan3. Review and Improve

1. Research your Market Environment

Research your industry and your competitors and establish who your target customers

(or target market) are for your goods or services. Only once you know:

Who your customers are, what their needs are and how much they are prepared to pay.

Who your competitors are what they sell and at what price/s. can you decide how to

position your goods or services in your target market/s and develop a Marketing plan to

achieve your goals?

2. Develop and Implement your Marketing Plan

Marketing covers much more than just advertising goods or services. When developing

your Marketing Plan, consider how you will use the elements of your marketing mix to attract

customers, meet their needs and keep them coming back for more. The elements of the

Marketing Mixare the four Ps:

Product, Price, Promotion, Place (distribution)

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3. Review and Improve

After you have implemented your marketing plan, determine how well it has increased

your sales and profits (review) and make any necessary improvements (improve). If your

marketing plan is written down, it will be easier for you to see how your plan has performed

and where improvements can be made. Where possible, establish goals and benchmarks so that

you can identify more clearly how well your plan has worked and where improvements are

necessary.

Overview of FMCG Sector in India

Rs. 72000 Cores Industry One of the largest sectors in Indian Economy Huge untapped potential Growth continues despite the global slowdown A high profile industry Job security - Sustain Robust Growthno slowdown in consumer spending Numerous Opportunities, both urban and rural Quick experience Accelerating urban disposable income Strong educational qualifications acts an advantage

FMCG industry as a career

A career in FMCG encompasses a large number of job roles. These are :

Market Research Pricing Product Development Purchasing Advertising Brand Awareness

FMCG is a sector where fresher's can gain excellent rewards if they work hard. FMCG

products are those that move off the shelves in retail outlets very quickly.

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1.2ABOUT THE COMPANY

Thai Group of Companies

Thai Group is a leading company in Kerala with wide Business interest in the areas

ranging from manufacturing of soaps, detergents, shampoos and garments to building materials,

mining & processing, logistics and plantation. In todays relentless technological progress and

economic advancement the impetus of quality comes from research and constant upgrading of

products and services.

Mr. PC Thahir is the founders of Thai Group in 1984 with interests in cement Marketing.

Very rapidly, our portfolio broadened with FMCG. The marketing experience gained over these

years stood us in good stead. As a logical extension of our initial success, we also grew into the

manufacturing of consumer non-durables. Consequently, the first half of the 90s saw the launch

of our laundry soap unit at Sultan Bathery in Wayanad, Kerala Now renowned as a tourist

destination. Over an eventful two decades, the Thai Group has become leading conglomerate in

Kerala. We are now poised for extending the THAI value chain to more products and services as

well as encompasses the whole of south India.

Thai Group engaged in various activities such as Manufacturing of Soaps, Detergents,

cleaning solutions and Fabrics, Mining and pulverizing of limestone, marketing, Logistics,

international trade, Information technology. Various entities are there under Thai Group to carry

out these activities.

Various entities by Thai Group of Companies

1. Ashique EnterprisesAshique Enterprises is a partnership firm. Mr.PC Thahir is the managing partner and

Mrs.Sakkeena Thahir is the working partner. It has a pervasive functional area. In association

with India Cements Limited it distributes Cement in entire five districts of north Kerala. for more

than last 15 years proving our capacity to bear any business risks in this field and gain

considerable return. Distribution of the products manufactured by its sister concerns also

performing by the firm throughout Kerala, Tamilnadu and Karnataka. Its registered office

located at Thalassery.

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2. Ashique exportsAshique exports is a private limited company formed and registered under companies Act

1956.It started its functioning during the year 1993.Mr.PC Thahir is the MD and Mrs. Sakkeena

Thahir is the Director. This company engaged in manufacturing Toilet Soaps & Washing Soaps

and Distribution of imported and indigenous Building materials. The factory is situated at 1/432

poothicaud Road poomala. P.O Sulthan Bathery it also engaged in software development

and exporting to various countries in the Middle East. It is an example of the right vision of the

management towards future.

3. Thai Impex (PVT LTD)Thai Impex is a private limited company. Mr.P.C Thahir is the managing Director and

Mrs.Sakkeena Thahir and Ashique Thahir are the Directors. This is dealing with whole

distribution of Imported and Indigenous tiles.

4. Ashique Chemicals & CosmeticsAshique Chemicals & Cosmetics is a partnership firm established during the end of

financial Year 2003-2004.This is engaged in manufacturing of Toilet Soaps & Washing Soaps,

Distribution of imported and indigenous Building materials. Mr.Ashique Thahir is the Managing

partner and Mr.Aghin Thahir is a working partner. The factory is situated at 1/432B Poothicaud

Road poomala. P.O Sulthan Bathery.

5. Aysha PlantationsAysha Plantations is a division of Ashique Enterprises (Thai Group). This is spread over

800 Acres in Waynad district with own tea manufacturing plant; here we produce Tea, Coffee,

Cardamom, Pepper, Ginger etc

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6. Transworld mining IndustriesTransworld mining Industries is a Private limited company. Mr.PC Thahir is the

Managing Director Mrs.Sakkeena Thahir and Mr.Ashique Thahir are the Directors. The

operating area of which is production of Cem Powder. The Company owns huge deposit of

limestone in Tirunelvely District of Tamilnadu. It mines the lime stone and pulverizing it to

produce Cem powder. The factory is situated at Tirunelveli district of Tamilnadu.

7. Aghin Agro Food IndustriesAghin Agro Food Industries is a Private Limited Company. Mr.P.C Thahir is the

Managing Director and Mrs.Sakkeena Thahir is the Working partner. This company is engaged

in manufacturing of Tea.

8. Aghin RoadwaysAghin Roadways is Logistics Division of Ashique Enterprises. The Main office is

situated at Coimbatore, Tamilnadu which providing transportation facility to India Cements Ltd

throughout Kerala.

Core Purpose of Thai Groups

To provide value products and services that satisfies our customers now, and in the future

Core Values of Thai Groups

Work with a long-term view and treat the organization as our own. Take personal accountability for meeting business commitments. Strengthen the trust amongst suppliers, customers and ourselves Constantly apply the most beneficial ideas and methods

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Products by Thai Group of Companies

Soaps

o Lexuso Olivao Primebodyo Ivao Gladyso Orchido Jazz

Washing Soaps and Detergents

o Sun pluso Dr.Washo Gold 916o Miss Gold

Building products

o Nako Tileso Cem Powder
http://www.thaigroup.com/Gladys.htmlhttp://www.thaigroup.com/Gladys.html

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1.3ABOUT THE STUDYThis study is conducted to know the retailers perception and their satisfaction towards

Dr.wash washing soap. Most of the studies are conducted to know the customer satisfaction and

they give only the perceptions of the customers only.

Here this study is an attempt to find what the retailers perception about the product, and

how they are satisfied with the services offered by Dr.wash. Through which we can find out the

unsaid sides of a product with the view point of a retailer. This study will help us to know how

the retailers are attracting their customers and how the companies can use retailers to promote

the products.

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1.4OBJECTIVE OF THE STUDY

Primary Objective

The primary Objective is a study on the dealers satisfaction with special reference toDr.Wash washing Soap

Secondary Objectives

To analyze the demand of Dr.Wash among various brands available in market To identify the factors which influence (positively and negatively) Dr.Wash Retailer perception about the Ashique Exports products To find out the way of creating brand image To study about the changes, that customer wants in the FMCG sector. To know about the quality, services, product range provided by Ashique Exports To suggest improvements to the sale of Dr.Wash in the district

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1.5.SCOPE OF THE STUDY

As far as India is concerned the competition level in the FMCG industry has very high

because it will have an existence till the end of the world. All major companies are striving

hard and competing among themselves for surviving in the same industry. We can see high

competition in all major areas from local manufacturers in their own territory with their own

brand. There is a situation that they couldnt meet up the required production level when the

demand of such brands get increased, but some of them may be having proper planning to

improve their business by having effective strategic methods.

Ashique Enterprises started up their business as a single brand, and now they have grown

as a company having a major influence in Kerala, so I selected the same company for my

final project in Marketing.

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1.6LIMITATIONS OF THE STUDY

Due to the constraints of time, the study was confined to Calicut city. That too limitedto a certain areas of Calicut city.

The sample was taken randomly(Convenience), therefore the shortcomings of theConvenience may also be present in this study

The respondents replied may be biased in favor of their centers. While selecting the type of sampling, due to time and co-operation from the retailers

we are unable to follow probability sampling. Its suitable to follow non probability

sampling

The study is about perceptions of people. The findings are valid only for the presenttime. These are not universally valid and are likely to change due to developments in

the FMCG industry

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2. REVIEW OF LITERATURE

a) A Study On Retailers About Bharath Rubber Industry Limited, products MaduraiAuthor: G. Bharani

Reg.No:90208601006

Abstract: The purpose of the Retailer Promotion research projects is to evaluate the current

attitudes and perceptions of decision makers and to determine which rubber materials they use

and why in the following markets. PCA Market Research also estimates the potential for rubber

in various markets and applications..

b) An investigation of the retailer satisfaction management survey based research publishedbetween 1989 and 2000

Author: Ismail Sila, (Finance and Management Science, College of Commerce, University of

Saskatchewan, Saskatoon, Canada), MalingEbrahimpour, (Roger Williams University, Gabelli

School of Business, One Old Ferry Road, Bristol, RI, USA)

Abstract:There has been a plethora of published research related to retailer satisfaction

management in the last few decades. However, very few studies focused on cataloging criticalfactors of retailer satisfaction management. One of the objectives of this literature review was to

investigate the state of retailer satisfaction management by examining and listing various

satisfaction factors identified based on survey studies conducted in different countries and

published in a variety of journals over the past decade. An examination of 76 survey studies that

used an integrated approach to retailer satisfaction showed that the satisfaction factors could be

grouped under 25 categories. An analysis of the 347 survey based research articles published

between 1989 and 2000 using these 25 factors as a framework revealed the most frequently

covered satisfaction factors in the literature. Another goal of the paper was to analyse the

objectives of these articles by year and type of journal they were published in to determine the

trends in retail survey based studies and recommend future direction for research. The analysis

showed that the objectives of the 347 studies could be grouped under six categories.

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c) Retail service quality in context of CIS countriesAuthor(s):Anupam Das, Vinod Kumar, Gour C. Saha

Source: International Journal of Quality & Reliability Management

Abstract: Purpose This research aims to examine the applicability of the Retail Service

Quality Scale (RSQS) in retail stores in Kazakhstan, a country of the Commonwealth of

Independent States (CIS) that is in the transition stage from a controlled economy to a market

economy. This research also attempts to identify the dimensions and sub-dimensions that

contribute to increasing the customer base.

Design/methodology/approach A sample of 220 shoppers from department stores,

discount stores, and supermarkets in Almaty city, Kazakhstan, was surveyed to examine the

validity and reliability of the five dimensions (physical aspects, reliability, personal interaction,

problem solving, and policy) and six sub-dimensions (appearance, convenience, promises, doing-

it-right, inspiring confidence and courteousness/helpfulness) of RSQS. The findings are cross-

validated hierarchically using confirmatory factor analysis (CFA). Step-wise regression methods

are used to identify the dimensions and sub-dimensions contributing to increasing the customer

base.

Findings The research finds that the RSQS structure is a good fit in the Kazakhstan retail

setting. The five dimensions and six sub-dimensions together provide significant usefulness in

measuring the quality of retail services. The research also finds that while all the dimensions and

sub-dimensions have a positive relationship, two dimensions (personal interaction, physical

aspects) and one sub-dimension (inspiring confidence) are strongly related to increasing the

customer base through return customers and word of mouth from satisfied customers.

Research limitations/implicationsThe present study does not distinguish applicability of the

RSQS in the different formats of the retail store. Future research should examine the impact of

the different retail formats in using the scale for measuring retail service quality.

Practical implications Prospective and existing retail service providers who place a high

priority on quality can use this instrument to track the high growth potential of the retail sector in

CIS countries. It will help to measure their services and increase their customer base by targeting

the appropriate dimensions and sub-dimensions.

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3. RESEARCH METHODOLOGYResearch methodology is a framework, a blue print for the research, which guide the

collection and analysis of data. Research methodology is being framed in order to achieve theresearch objectives. it is and expression of what is expected of the research exercise in terms of

result and the analytical input need to convert data into research findings. Research methodology

minimizes the degree of uncertainly involved in the management decisions. Research lays the

structure for decision-making

A. SamplingThis is the Process of selecting a number of units for a study in such a way that the units

represent the larger group from which they are selected. In other words it is measuring a small

portion of something and then making a general statement about the whole thing

When the universe or population to be studied maybe too large or unlimited that it is

almost impossible to reach all of them. Sampling makes possible this kind of study because in

sampling only a small portion of the population maybe involved in the study, enabling the

researcher to reach all through this small portion of the population.

B. Sampling technique Convenience sampling All the respondents were selected on random basis. So far every surveyed entity, the

respondents are an essential prerequisite. For broader perspective the customers were

contacted directly and by there association

A standard questionnaire was prepared for the collection of data from the variousrespondents. The questionnaire was designed to keep objectives of the study with the aim

of collecting important information for the study

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C. Sampling DesignThe sampling has to be designed in the following steps. They may be

a. Target PopulationIn this study we planned to concentrate on the retailers only. The retailers in the

district of Calicut district for Dr.Wash Washing Cake is more than 2000 from among

these 2000 retailers in Calicut district we choose a sample of 100 retailers in a random

basis.

b. Appropriate sampling methodThere are two types of sampling methods probability sampling and non

probability sampling.

c. Sample sizeThe sample is a proportion (a certain percent) of the population and such sample

is selected from the population by means of some systematic way in which every element

of the population has a chance of being included in the sample.

We can calculate the sample under probability sampling using the formula:

N

n =

1 + N (e)2

Where: n = Sample size

N = Size of populatio

e = Margin of error (It should not more than 5% but the 3% is an ideal one)

Where the the size of total population is 2136

And we opt the margin level of errors be 3%

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Hence the sample size become

2136

n =

1 + 2136 (0.03)2

= 730

Its not easy to conduct a survey in 730 retailers shop in a limited period of time so

we can choose for non probability sampling

d. Size of sample is neededIt is more on heterogeneous population, average responses would like to know by

the manufacturer, and so large proportion will be needed from the population. The

sample would be limited to 100 retailers.

D. Data CollectionThe decision-making must be objective and fact based in nature. This is achieved

by collecting and analyzing appropriate data. Data may be broadly divided into two

categories namely primary data & secondary data. The primary data are those data, which

are collected for the first time by the organization, which having already been collected by

some other agency but also can be used by organization under considering. Primary data

may be collected by observation, oral investigation and questionnaire method. In this

study, for primary data collection we have used questionnaire method. This is written and

in organized format containing all question relevant to soliciting type, in which all

questions and answers is specified and comments in the respondents own words are held

to a minimum, the unstructured questionnaire is useful in carrying out in depth interviews

where the aim is to probe for attitudes and reasons. For this study we are using structured

questionnaire (and carry out the personal interviews with users and dealer. Sometimes we

have carried out in-depth interviews and observe the situation to get more in depth

information about the topic. In the structured personal interview method the information is

likely to be more accurate and reliable because the interviewer can clear up doubts and

cross check the respondents. Moreover this method is most flexible, no response is very

low. Supervision & control is possible.

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Primary DataPersonally contacted the retailers along with the sales executives and the data were

collected with the help of questionnaire. The questionnaire was so designed so as to contain

appropriate no. of questions and to satisfy all the research objectives. The questionnaire

contained both; close-ended and open-ended questions. Special care was taken to ensure that

questions were simple & sequential

Secondary dataThe secondary data was collected from catalogues, magazines, records and, websites,

related to FMCG retail and the Toilet segments

E. Research typeType of Research: This research is descriptive in nature.

Descriptive research includes surveys and face- finding enquires of different kind. The Major

purpose of descriptive research is description of the state of affairs as it exists at present. The

main characteristic of this method is that the researcher has no control over the variables.

The data collected here may relate to the demographic or the behavioral variables of the

respondents under study.

F. Research Instrument:In the survey method I have used questionnaire as a research instrument this is written &

organization format contemning the entire question relevant to solicited the required

information.

Because of its flexibility the data is collected from large population about their awareness

attribute, opinion past present behavior to check that the questionnaire surveys the necessary

purpose it should be tested as a limited scale and this is technically known as pilot survey.

This questionnaire consist both single and multiple choices and some this close-ended

structured question are easy to summarize and there is no scope for misinterpretation

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Tools for Analysis

After the collection of data from the parties concerned, each sample questions are

classified, tabulated and then subjected to analysis. The tools used are.

Simple Percentage analysis Chi Square Test Weighted Average Method

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4. ANALYSIS & INTERPRETATION

Data Interpretation & Graphical Presentation

In this study we cover 100 retailers in the city of Calicut. Different responses are given by different person. Similarly we collect data from different retailors who are situated in different portions of Calicut.

This can be in tables and diagrams.

Table No: 4.1

Experience of the Retailers

Question: How many year you have been in this retail business?

Responses Number of Responses Percentage

Below 5 years 20 20

510 years 32 32

1020 years 21 21

20 and above 27 27

Source: Questionnaire.

Interpretation

In this Survey most of the retail outlets are between 5-10 years old. But as a comparative

analysis we can find out that we have a balancing amount of stores which are selected for the

survey are somewhat equal number of years in this retail business

The years of experience of survey is taken into account as they have different opinion

about the service of the product delivering system. The opinion by a new retailer would have

many differences from the opinion of the experienced person.

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Chart No 4.1

Experience of the Retailers

0

5

10

15

20

25

30

35

Below 5Years5- 10 Years

10 - 20 Years20 and

Above

Num

berofRetailers

Experiece In Years

No of Stores

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Table No 4.2

Dealing with the Product

Question: do you deal with the product Dr.Wash?


Yes 89 89

No 11 11


Interpretation

This survey is conducted Calicut the city from where the Thai Group of companies is

developed. So the people in this city are considering Thai groups product as a homely product.

This effect has been seen in this survey conducted in Calicut.

Dr.wash is new product, comparing to the other products of Ashique enterprises. Even

then the retailers have welcomed this product in a warm manner.

We have given an option to the retailers that if they are not dealing with the product then

explain the reason. For this the retailers are given their comments as their new entrance to the

market and high price.

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Chart No 4.2

Dealing with the Product

Yes, 89

No, 11

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Table No 4.3

Dealing with other product of the same company

Question: Do you deal with any other ASHIQUE ENTERPRISES Products?


Yes 97 97

No 3 3


Interpretation

The same reason is happened here. This question is made with the intention to find out

the stores whom are dealing with the Ashique enterprises product but not dealing with Dr.Wash.

But the final results show that most of the retailers dealing with Ashique enterprises

product deals with Dr.Wash, where 97%or retailers are dealing with the products other than

Dr.wash.And some stores deals with only Dr.wash

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Chart No 4.3

Dealing with other product of the same company

97%

3%

Sales

Yes

No

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Table No 4.4

Average sales per day

Question: What is your Average sales per day(In Rupees)


Below Rs.5000 10 10

Rs.5000Rs.10000 37 37

Rs.10000Rs.15000 16 16

Rs.15000above 19 19

Not Responding 18 18


Interpretation

Most of the retailers in this city are doing average business so most of their business per

day is between 5000- 10000 where 37% of retailers have the business of 5000- 10000. 10% ofthem only have a sales below 5000 rupees. Some retailers are dealing with 10000- 15000 16% of

them having this range of sales.19% of retailers have a sales range of 15000 per day

From among these retailers 18 of them did not respond to this question.

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Chart No 4.4

Average sales per day

0

5

10

15

20

25

30

35

40

45

NumberofResponces

Sales in Rupees

Below 5000

5000- 10000

10000- 15000

15000- 20000

not responding

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Table No 4.5

Sale of Washing Soaps per day

Question: What is the Sales of Washing Soaps per day(Pieces)?


Below 20 36 36%

2040 39 39%

4050 14 14%

50above 7 7%

Not Responding 4 4%

Source: Questionnaire

Interpretation

This result shows that only few retailers can reach the level of 50 above soaps per day is

sales is possible. But the average of 20- 40 per day is a comparatively good movement of FMCGproducts in a retail business. 36% responded below 20 soaps per day. At the same time a 39%

soaps have been selling by 39% of them. There are only few who can sell 40- 50 soaps per day a

14% are able sell this range. And only 7% can able to sell beyond 50 soaps per day.

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Chart No 4.5

Sale of Washing Soaps per day

0

10

20

30

40

below 2020-40

40-5050 and above

R

esponses

Sales of Soaps Per day

Responses

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Table No 4.6

Dr. wash sales in a day

Question: How much do you sell Dr. Wash per day in Pieces?


Below 5 56 56

510 39 39

1025 9 9

25above 2 2


Interpretation

Here the diagram shows that most of the retailers are selling below 5 Dr.wash soaps per

day. But 39% of the sellers are dealing with an average between 5- 10 soaps per day.56% of

them selling only below 5 Dr.wash soaps per day. 9% of them selling between 10- 25 soaps. Andonly 2% can reach the sales beyond 25%.

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Chart No 4.6

Dr. wash sales in a day

0

10

20

30

40

50

60

Sales

Responses

Dr.wash Sales

Below 5

05 - 10 pieces

10- 20 pieces

20 above

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Table No 4.7

Source of Stock

Question: Source of Dr.Wash to your Stock?


Direct from company 83 83

Distributors 7 7

Whole Sale 6 6

Not Responding 4 4


Interpretation

A huge number of retailers are getting stock from the company vehicle. As they found it

safer and time saving. 83% of retailers are getting from the company vehicle. And 10% are

depending on the wholesalers and distributors.7% of them getting stocks from the Distributors,

and 6% of them from whole sellers. Where, 4 of them did not respond to this question.

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Chart No 4.7

Source of Stock

0

20

40

60

80

100

Direct from

companyDistributors

Whole SaleNot

Responding

Sales, 4

Responses

Source

Sales

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Table No 4.8

Opinion on Service

Question: What is your Opinion towards Dr.Wash and its service?


Excellent 29 29

Good 53 53

Average 15 15

Poor 3 3

Very Poor 0 0


Interpretation

The opinion of the product is greatly high and their services are the key to their success.

Before launching Dr.Wash they have introduced many FMCG products in the market. The wideacceptance of Dr.wash is because of their previous services to their products they still continue to

give the same treatment for Dr.Wash also. It is reflects in their opinion of the services by

Dr.wash.

Here 53% of the respondents are gave a reply of good service by the Dr.wash. But

15%are states that only an average service. 29%are states that an excellent. And only 3% says

poor services by the retailers

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Chart No 4.8

Opinion on Service

.

0

10

20

30

40

50

60

Excellent Good Average Poor

Series 1, 3

Responses

Opinion

Series 1

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Chart No 4.9

Consumer Awareness on the Locality

0

20

40

60

80

Hugely AwareLargely

Enough

Awareness upto Some

Extend not aware

Num

berofResponses

Awareness

Awareness about the Product

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Table No: 4.10

Consumer Choice in the Area

Question: Your opinion about the consumer choice towards the Dr. Wash?


Excellent 9 9

Good 72 72

Average 19 19

Poor 1 1

Very poor 0 0


Interpretation

The Consumer choice is found out by any special preference for the consumers towardsany particular product. The retailers are asked for the consumer choices in their locality they are

answered on the basis of the frequency of purchase, Special requirements for any product,

continuously buying the same product are take into account

Here most of the retailers are given a response of good consumer choice in their area.

A 72% of area people having good consumer choice as they are well known to the product to

their requirement. Only a 9 % Retailers are ranked the consumers are excellent on their choice.

195% are said their consumer choice as average.

The most important thing in this survey is the retailers response about poor or very poor

consumer choice is very low. Which shows the consumer choice and their awareness is very

much high in Calicut. Because their shopping mentalities have been developed through shopping

festivals and etc

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Chart No 4.10

Consumer Choice in the Area

.

0

10

20

30

40

50

60

70

80

Excellent Good Average Poor Very poor

Responses

Consumer Choice

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Table No 4.11

Advertisement and Consumers

Question: Do you think advertisement helps to increase the customer attraction towards the

product


Strongly Agree 25 25

Agree 53 53

Disagree 19 19

Strongly Disagree 6 6


Interpretation

This question is very relevant with respect to Dr.Wash washing cake. Because theadvertising strategy which adopted by Dr.wash is not very much depending on the advertisement

up to 2005. They dint advertised largely through newspapers and televisions.at the first stage of

the Dr.wash they adopted the strategy of direct selling with direct marketing only.

In this survey most of the retailers are agree with the importance of advertisement.52 %

are agreeing with the importance of advertisement. And 24% of people believe it is a compulsory

for the success of the product. Even it is important to survive in the market.

But a small group of people but not less than 24% are not agreeing with this statement.

18% of them disagree with the importance of advertisement and 6% are strongly against

advertisement. As their opinion they believe in the product quality, price, and the mouth

publicity matters.

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Chart No 4.11

Advertisement and Consumers

0

10

20

30

40

50

60

Strongly AgreeAgree

DisagreeStrongly

Disagree

Responses

Sales

Sales

Sales

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Chart No 4.12

Pricing of the product

0

5

10

15

20

25

30

35

40

Excellent GoodAverage

PoorVery

PoorNot

respond

Response

s

Opinion on Pricing

Pricing

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Table No 4.13

Differentiate the service with competitors

Question: How do you differentiate the Service of Dr.wash with other companies


Quality 70 70

Demand 30 30

Brand Image 23 23

Time Delivery 6 6

Promotion Support 15 15

Margin /Discount 16 16

Other 2 2


Interpretation

As per the request of the retailers we provide the multiple check facility for this question

as they cant simply give only one answer. So they give answer in a multiple check answers.

This question would help to understand the competitor analysis. Where the competitors

stand and where the product is. And it would help to find out the advantages over the other

product in the market and the disadvantages too.

In these survey 70 respondents states that the quality of Dr.Wash makes difference with

other washing soaps in the market. Demand and brand image was only 30 people said

Promotion support and margin is the opinion for only 15 retailers.

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Chart No 4.13

Differentiate the service with competitors

0

10

20

30

40

50

60

70

Responses

Comparison

Competitor Comparison

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Table No 4.14

What retailers look for

Question:What kind of promotional Strategies/new services to be adopted by Dr.wash?


Margin 32 32

Gifts 30 30

Coupons 5 5

Other 33 33


Interpretation

This question is included to know what the retailers looking forward from the companyas well as from the part of the products. This is to identify that whether the retailers are satisfies

with the margin and promotional support or not. Anything which they have to be given etc.

For the option others they have given examples of display contests, small scale

advertisements in the shops etc.,

The answer for this question is mostly the retailers wants more margin and gifts. They

got 32% and 30% respectively by the respondents. And they most of them have suggest 2

methods like. Display contests and small advertisements to the shops etc.And only 5% wand

coupons or discounts.

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Chart No 4.14

What retailers look for

33%

30%

5%

18%

9%

5%

32%

Sales

Margin Gifts Coupons Display Credit Advertisements

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Table No 4.15

Word of mouth advertisement

Question: Do you think word of mouth ad has an impact in the improved sales in the washing

soaps


Strongly Agree 36 36

Agree 47 47

Disagree 1 1

Strongly Disagree 6 6


Interpretation

Word of mouth advertisements or mouth publicity. Have a great impact in the toiletsegments and washing soaps because they have been developed its market not through great

advertisements but its developed through the opinions of the persons who uses it.

a well satisfied customer is the better advertisement here we look for the opinion about

the mouth publicity for washing soaps

Here we can see that 52% more than half of the retailers are supports the mouth publicity

of the products than advertisements. Only 1% of people disagreeing with it but a 7% of people

strongly disagree with the mouth publicity than advertisements. They still believe that

advertisement is the key for success. And 40% of people agreeing with it

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Chart No 4.15

Word of mouth advertisement

.

Sales

0

10

20

30

40

50

Strongly AgreeAgree

DisagreeStrongly

Disagree

36

47

1 6

Sales

Sales

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Table No 4.16

Cross Selling

Question: Do you use the technique of cross selling with Dr.Wash?


Always 0 0

Sometimes 10 10

Only When At needed 12 12

Never 75 75

Not responding 3 3


Interpretation

Cross selling means selling a product using the goodwill and high market value of anyother product. Mostly it happens as a gifts or offers to the consumers. This question is asked to

know whether any retailers uses this method to sell any other product and it will helps to know

the marketability of the product.

Here the retailers responds about cross selling is 75% of them never use this technique

of cross selling. And 12% says that they use this technique only when at needed. 10 % of the

uses it sometimes. But 3% of them not responding to this question of cross selling.

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Chart No 4.16

Cross Selling

0

10

20

30

40

50

60

70

80

AlwaysSometimes

Only WhenAt needed

NeverNot

responding

Responses

Cross Selling

Series 1

Series 1

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Table No 4.17

Differentiation with other products

Question: How do you differentiate Dr. Wash with other Washing cakes in the Market


Pricing 9 9

Demand 33 33

Quality 48 48

Promotion 13 13


Interpretation

In this survey, this question is about the differences of Dr. Wash with other product in

quality, demand, promotion and pricing. Here this question is asked to know the retailerspersonal opinion about the product.

Most of the respondent says that, they are attracted with the quality of Dr.wash.

nearly48% of them backs the quality 33% says they are attracted to the demand of the product.13

of them is attracted to the promotion and 9% supports pricing

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Chart No 4.17

Differentiation with other products

Pricing Demand Quality Promotion

Series 1 9 33 48 13

0

10

20

30

40

50

60

Responses

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Table No 4.18

Satisfaction level

Question: Your satisfaction with the services offered by Dr.wash


Excellent 10 10

Good 63 63

Average 25 25

Poor 2 2


Interpretation

Here is the final question of the satisfaction of the retailers, where they are directly askedto answer their satisfaction level. This satisfaction level can identifies how much a retailer is

satisfied with the product Dr. wash as well as the services offered by the company to the

retailers.

Here the satisfaction levels of retailers are good enough for a product. Where 68%

responds with a good level of satisfaction. And 19% stands with average satisfaction. 9% says

excellent satisfaction and 2% says poor

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Chart No 4.18

Satisfaction Level

0

10

20

30

40

50

60

70


Responses

Opinon

Sales

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Table N: 4.19

Problem Solving

Question: In case of any problem relating to the sale of Dr.Wash, your opinion about Ashique

Enterprises help to solve the problem


Excellent 57 57

Good 39 39

Average 3 3

Poor 0 0


InterpretationMany retailers would have complaints regarding the product and credit sytem of the

products etc.,they always seeks for the better solution from the producers them selves. This

question is included to know the retailers opinion about the dr.wash product in solving these

problems.

Solving of any problems happened to the retailer is excellent. This is the openion by the

retailers about this question. 57 people says excellent sevice. 39% says good and 3% only backs

average. And there are none says that a poor opinion

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Chart No 4.19

Problem Solving

0

10

20

30

40

50

60


Responses

Opinion

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Yates correction for two-by-two tables when the expected frequency of any cell is less than 5 or

the total N is less than 50.

If there is only one column or one row (a one-way chi-square test), the degrees of freedom is the

number of cells minus one. For a two way chi-square, the degree of freedom is the number or

rows minus one times the number of columns minus one.

Using the chi-square statistic and its associated degrees of freedom, the software reports the

probability that the differences between the observed and expected frequencies occurred by

chance. Generally, a probability of .05 or less is considered to be a significant difference.

A standard spreadsheet interface is used to enter the counts for each cell. After you've finished

entering the data, the program will print the chi-square, degrees of freedom and probability of

chance.

Use caution when interpreting the chi-square statistic if any of the expected cell frequencies are

less than five. Also, use caution when the total for all cells is less than 50.

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Chi Square test is conduct to analyze the relation ship of experience in retail business with

the sales volume per day

Null Hypothesis (H0):

There is no significant difference between experiences in retail business with Sales volume per

day

Cross Table

Sales Volume per day

ExperienceLess than

50005000- 10000

10000-

15000

15000 and

aboveTotal

0 - 10 6 21 12 5 44

10 to 20 1 7 1 8 17

20 - more 3 9 3 6 21

Total 10 37 16 19 82

Chi-square =(o-e) 2/e

Degrees of Freedom: (R-1) x (C-1)

Here we have 3 rows and 4 columns

(3-1) x (4-1)

= 2 x 3 = 6

Level of Significance = 5%

= 0.05

The Table Value will be 12.59

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O E= (R*C)/100 E= (R*C)/100 E (O-E) (O-E)2

(O-E)2/E

6 440 100 4.4 1.6 2.56 0.58181818

21 1628 100 16.28 4.72 22.2784 1.36845209

12 704 100 7.04 4.96 24.6016 3.49454545

5 836 100 8.36 -3.36 11.2896 1.35043062

1 170 100 1.7 -0.7 0.49 0.28823529

7 629 100 6.29 0.71 0.5041 0.08014308

1 272 100 2.72 -1.72 2.9584 1.08764706

8 323 100 3.23 4.77 22.7529 7.04424149

3 210 100 2.1 0.9 0.81 0.38571429

9 777 100 7.77 1.23 1.5129 0.194710423 336 100 3.36 -0.36 0.1296 0.03857143

6 399 100 3.99 2.01 4.0401 1.01255639

16.9270658

(o-e) 2/e = 16.93

Is calculated value,

INTERPRETATION:

Hence the calculated value 16.93 is larger than the table value 12.59.so the null hypothesis is

rejected and accept the H1 hypothesis.

Since the null hypothesis is rejected we can conclude that there is significance difference

between experiences and sales volume.

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Weighted Average

Weighted average

Rank 1 Rank2 Rank 3 Rank 4

Pricing 12 42 29 17

Customer Choice 8 62 19 11

Service 29 53 15 3

Satisfaction 8 63 20 2

Weighted Average:

(R1 x 4+ R2 x 3 + R3 x 2 + R4 x 1)/10

Rank

1 Rank2

Rank

3

Rank

4

Weighted

Average

Rank

Pricing 12 42 29 17 24.94

Customer Choice 8 62 19 11 26.7

2

Service 29 53 15 3 30.81

Satisfaction 8 63 20 2 26.33

According to this Service got the highest weighted average of 30.8 hence it is ranked 1

Customer choice has got 26.7 and ranked 2nd

Satisfaction got an average of 26.3and ranked 3rd

Pricing got the least average of 24.9 hence it is ranked 4th

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Figure 4.20

Weighted Average:

Pricing

Customer Choice

Service

Satsfaction

0

10

20

30

40

50

60

70

Rank 1Rank2

Rank 3Rank 4

Pricing

Customer Choice

Service

Satsfaction

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5.FINDINGS The study elicits that majority of the retailers are maintaining optimum

product availability.

The study reveals that Dr.Wash is providing good awareness about theProduct.

The study Shows that majority of the retailers are satisfied with stockavailability.

The study found that company is providing lesser credit policies to theretailers of Calicut district.

The study reveals that majority of the retailers are not satisfied with discountpercentage offered by company.

The Study says that Retailers are satisfied with the quality of the productDr.wash.

The study reveals that a large population is aware about the product Dr. washin the district.

The study elicits that the retailers are not satisfied with the pricing policy ofDr.wash.

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6. RECOMMENDATIONS

The company can perform a detail demand survey at regular interval toknow about the unique needs and requirements of the retailer.

It is suggested that the company can develop a proper feedback mechanismprocess in terms of identifying and implementing the retailer suggestions.

The company may focus of lunching more sachet packets and 10 rupeesproducts.

It is recommended that the company may improve promotional activities interms developing the brand awareness among the rural retailers

It is better to the company to develop an effective add campaigns so thatretailers & customers may get good awareness of the company brands.

.The Company can increase the advertisements in television and newspapers.

The Pricing of Dr.wash should be based on the expert opinion surveyconducted on retailers as well as the consumers.

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7. CONCLUSIONWe must profitably achieve our business objectives by retaining current Dealers,

Consumers and gaining new one by continually meeting and exceeding their needs and

expectation. So, continuous Dealers and consumers satisfaction measurement is

essential. This study is aimed to measure retailers satisfaction towards Dr.wash washing

soap and the study provides a lot of suggestions. If the organization thoroughly studies

the suggestion and implements the suggestions, then, there is no doubt that it would

always remain satisfying the Consumers as well as Dealers. It would be able to attract

some more loyal Dealers and consumers of the competitors.

The marketing Strategies adopted by Dr.Wash is excellent. But somehow they

have to review some portion of their strategies and methods especially in pricing and

advertisement as they have got many improvable suggestions by the retailers. Even

though without much advertisements they still being a tough competitors in the markets

of Kerala.

Documents

Junu Final