RETAILERS’ PREFERENCE FOR BISCUITS AND THE ROLE OF THE MARKETING MIX - A SURVEY STUDY
Abstract
Among all food sectors, the Indian biscuit industry appears to be the biggest and only makes a profit of about Rs. 3000 crores. In this biscuit industry, the retailer applying the retail marketing strategy that means the process in which retailers promote awareness and interest of their goods and services in an effort to generate sales from their consumers. Retailers use various advertising and communication tools to grow awareness and considerations with future customers. In this research, the researchers try to find the retailer preference towards biscuits industry in Chennai. The major goal is to determine the retailers’ satisfaction by assessing the impact of the promotional mix and retailers’ perceptions regarding cookies and biscuits. The information was gathered utilising a structured questionnaire from 125 retailers and a convenience sample strategy. This study’s research design is primarily descriptive in nature. The SPSS software is applied in this study’s analysis of the data. Branding is a critical factor when buying cookies and biscuits. The majority of the retailers have maintained positive relationships with their dealers and are satisfied with the cookies’ quality and brand value. Finally the retailers suggest that the company is to increase the samples and the free gifts offered by the festival period of time and at the same time they wish to obtain more discounts and offers expected by them. The cookie industry raises the business’s brand recognition among consumers as well as retailers.

Authors
L. Ivan Kenny Raj, S. Ramesh Babu, S.M. Atchaya Eswari
Mepco Schlenk Engineering College, India

Keywords
Retail Marketing, Retailer Satisfaction, Retailer perception, Promotional Mix, Branding, Cookies Industry
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Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 10 , Issue: 2 , Pages: 1669 - 1674 )
Date of Publication :
May 2024
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27
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