Abstract

The purpose of this study is to explore the factors impacting the overall satisfaction of retailers’ towards snack cake brands and to find if the there is a significant difference in the demand for snack brands based on the type of outlets that sell snack cakes such as bakeries, departmental stores, grocery shops or super markets. This study also explores the consumers’ preference towards buying snacks based on age, size of family, preference of size of packages, amount of money spent on snacks daily and what makes the consumers’ to notice the product. A Structured questionnaire was designed to collect the needed primary data. Data was collected from 141 retailers’ and 102 consumers’ in Chennai city. Convenience sampling method was used for data collection. The collected data was analysed using chi-square analysis and simple linear regression. The outcome of analysis reveals that there is a significant relationship between the type of outlet and demand for snack cake and there is a significant relationship between age, size of family and amount of money spent on snacks daily. Further, it was found that brand image of snack cake has no significant impact on the overall satisfaction of the retailers towards snack cake. , it was also found that Product attributes of snack cakes and relationship the retailers have with sales personnel of snack cake brand have a significant impact the overall satisfaction of the retailers towards snack cake.