Retailers Preference Towards Various Product

Of Lion Foods Pvt Ltd

AUTHORS
S.RAMYA
First MBA, MAM College Of Engineering
(9629708873)
R.KEERTHANA
First MBA, MAM College Of Engineering
(9080164786)
S.IKRAMULLAH
First MBA, MAM College Of Engineering
(ikramsrz@gmail.com)

ABSRACT
Marketing is the back bone for the success of any
organization. A study of retailers preferences towards
various products in lion foods, in trichy was conducted
by the researcher. The objective of the project is to
identify the preferences of the retailer towards various
products. Some of the products quality and service
quality features has identified such as packaging,
labeling, specification, weight, complaints and samples.
A sample of 166 was taken and convenience sampling
technique was done using a structured questionnaire. The
analysis of retailer preference was done by using
statistical tools and based on it suggestions for the
improvements of retailer perception was given. So that it
helps to develop the companies
performance.

INTRODUCTION
Lion dates is a fine quality and modern packaging of dates an
ISO9001:2008 certified company and private ltd is Indias
largest dates processing and trading company. The mission that
inspires Lion dates Impex pvt. Ltd 1000 plus employees is to
Add vitality to life. Creative packs are available in the market
ranging from normal day today packs to gift packs, festival
packs and family packs not only in India but in east asian
countries and Europe also. Marketing is a process of
communicating the value of a products are service to
customers. It is a critical business function for attracting
customers. Product marketing deals with forest of the 7ps of
marketing which are product, pricing, place, promotion,
physical environment, process and people. Marketing can be
defined as the science and art of exploring, creating and
delivering value to satisfy the need of the product market at a
profit. Marketing identifies and fulfilled needs and desires. It
defines measures and quantity the six of the identified market
and the profit potential. It pinpoints which segments the
company is capable of serving best and designs and promotes
the appropriate products and services. Retailer are part of an
integrated systems called the supply chain. The retailer
purchases goods are products in large quantity from
manufactures directly are through year, wholesale and then
selves smaller quantity to the consumer for the profit. Retailing
can be done in either fixed location like stores or markets door
to door or by deliver. Retailing includes subordinator services
such as delivery.

THE PRODUCTS OFFERED BY LION DATES

ARE
Lion Dates deseeded.
Lion Desert King dates.
Lion Dates syrup.
Lion Kashmir honey.
Lion Oats.
Lion Tamarind.
Lion Jam Mixed fruit, Dates and Pineapple.
Lion rose sharabat

RETAIL MARKETING
Retail Marketing is the multifaceted, systematic approach of
selling goods / services that satisfy specific needs of customers,
adopted by every business and not for-profit agency and group
with a message. It attempts to optimize organization's ability to
make a profit.

RETAIL MARKETING MIX

Retail Marketing Mix is the term used to describe the various
elements and methods required to formulate and execute retail
marketing strategy. The mix may very greatly according to the
type of market the retailer is in, and the type of
product/services.

MARKETING STRATEGY
A marketing strategy is a process that can allow an
organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy consists of a well
thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental
underpinning of marketing plans designed to fill market needs
and reach marketing.

LITERATURE REVIEW
Praveen kopalle and biswas (2009)
Suggested that until recently, retailers have taken either/or
approach to competition. Either reacting fiercely to competitive
price changes or ignored them all together. Today, however,
firms makes a concerted effort to determine and quantity
competitive effects. In this paper we focused on how pricing
and competitive effects interact as a general phenomena
particularly as it applies to retailing. A general framework was
constructed that enhances the understanding of the emerging
research issues in the area of pricing and competitive effects
and we examine their implications for practice. The areas that
show high promise/opportunity are in the online setting for all
types of goods-fashion, perishable and understanding the
impact of competition. Other opportunities include
understanding the pricing and competitive affects in the
perishable goods category sold in specialty, discount, and
convenience store.

Amit poddar and naveen donthu (2013)

Tested a model of trade promotion receptiveness by retailer,
using data collected from senior executives from a broad swath
of the retail industries. Both promotion satisfaction and
relationship satisfaction with the vendor played important role
in trade deal receptiveness. Vendors could increase relationship
satisfaction by emphasizing benevolence and enhance
promotional satisfaction by improving their trade promotion
management system and process.

Song zhon (2012)

Assessed service satisfaction value of retailers developed from
fuzzy assessment methods and apply to questionnaire analysis
of retailer service satisfaction. Subjective judgment are often
vague and it is not easy for retailer to express the satisfaction of
service quality using and exact numerical value, and suggest
the necessity of using the fuzzy approach. Applying the fuzzy
approach service satisfaction values are identified and
organized into five basic service types service of client
manager, ordering service, delivering service, consulting
service, complaint service, and business environment.

Juan chen and Anna tikina (2011)

Conducted a nation wide survey of wood products retailers to
examine their perceptions related to forest certification and its
impacts in the market place. Four widely accepted forest
certification standards were taken into account: international
organization for standardization (ISO) 14001, forest
stewardship council (FSC), sustainable forestry initiative (SFI),
and the canadian standards association (CSA) z809 standard.

The survey inquired about the economic impacts of forest

certification, namely wood purchasing policies and the
potential for price premiums on certified wood products. The
responses indicated that most retailers had no particular
purchasing policies for certified products. However, they
reported up to a 20% price premium on certain certified
products, although the number of customers who request
certified wood products was small (less then 10%). The
retailers also indicated that the most important reason for
buying or selling certified forest products revolved around
improved company image, being an environmental felt that
forest certification had minimal impacts on the social aspects
of forest management were perceived to be subject to more
marked changes.

Oliveira and Braga (2010)

Conducted an exploratory research to identify the attributes
required to accomplish he overnight goods delivery in urban
areas from the point of view of researchers, transporters and
retailers. The identification of preferences is important to
assess the impact of the policies provided for the overnight
delivery that are being deployed in most urban centers. The
paper brings to the discussion of urban distribution assessing
the behavior of those involved in overnight distribution
process. The analysis was performed using a stated preference
technique, that working issues such as delivery time, extra
costs and improving service level. Results showed the
divergent views among researchers, transporters and retailers
about the strategies that should be implemented to reduce the
impacts of growing demand for urban goods distribution.

Kim shyan fan, Bill merrilees (1998)

Suggested that this paper compares the promotional practices
and perceptions between two countries of disparate cultural
backgrounds, namely Australia and hongkong. The paper
argues that the preference for the particular promotional tool is
influenced by the degree of cultural orientation as measured by
Hofstedes collectivism index. The central hypothesis is that
countries with a higher score on the collectivism index are
likely to favor personal selling promotion tools then will
countries with the lower score. This hypothesis is tested with
two separate samples of clothing and shoe retailers from
Australia and hong kong the hypothesis is supported from the
statistical results.

Kolbrun and Emilia (2006)

conducted quantitative, descriptive analysis (QDA) was used to
analyze the sensory quality of eight cod products different with
regard to origin (wild/farmed), storage time (short/extended)
and storage method (fresh/packed in modified atmosphere). At
the same time 378consumers in four European countries tasted
and scored the cod products on a point hedonic scale in
addition information on a consumers attitudes motives/barriers
and fish purchase behavior was collected. The QDA
discriminated well between the products. The farmed cod
products were considerably different from wild cod, with more
light and even color, meaty texture, odor and flavor.

RESEARCH METHEDOLOGY
OBJECTIVES
To identify the retailers preference towards various products in
lion foods.
To identify the satisfaction of service quality towards various
products in lion foods.

RESEARCH DESIGN OF STUDY

Research design expresses both the structure of the research
problem the frame work organization of the relationship among
variables of the study and the plan of investigation used to
obtain empirical evidence on those relationship.

DESCRIPTIVE RESEARCH DESIGN

Description of phenomena associated with the subject
population (the who, what, when, where and how). Estimates
of the proportions of a population that have these
characteristics. Discovery of associations among different
variables.

CONVENIENCE SAMPLING
A convenience sample is the sample where the respondents are
selected in part or in whole, based on the convenience of the
researcher with a convenience sample, efforts have been to
ensure is representative of the population. Convenience
samples are appropriate for the population.

SAMPLE SIZE
The sample size of the study is 166 retailers in trichy.

METHODS OF DATA COLLECTION

PRIMARY DATA
Primary data are those, which are gathered directly through
questionnaire by issuing it to retailer and it is original source of
data collected by the researcher.

SECONDARY DATA
The secondary data are collected with the help of company
profile and discussion with the manager.

STATISTICAL TOOLS
percentage analysis
chi-square test

PERCENTAGE ANALYSIS
Percentage analysis refers to a special kind of ratio. Percentage
are used to making comparisons between two or more series of
data percentage are used to describe the relationships.

CHI SQUARE TEST

The chi square test is a statistical test. Chi square is the most
popular discrete data hypothesis testing method. The chisquare test is based on a statistic that measures the divergence
of the observed data from the values that would be expected
under null hypothesis of no association. They require\
calculation of the expected values on data.

Null and Alternative hypothesis

Null hypothesis(h0) There is no significant relationship
between dependent and independent variable. Ex: no
relationship between taste and type of the products.

Alternative

hypothesis(h1)There

is a significant
relationship between the dependent and independent variable.
Ex: relationsip between taste and type of the products.
LIMITATION OF THE STUDY

Some of the respondent are refused to fill the questionnaire.

The research limited to trichy only.
There was a time constraint.
DATA ANALYSIS AND INTERPRETATION
FREQUENCY TABLE
Frequency distribution of age of the respondents

Frequency

precent

column

Less than 20years

2.4

20-30years

87

52.4

30-40years

55

33.1

40-50years

5.4

Above 50years

11

6.6

Total

166

100.0

CHART: AGE OF THE RESPONDENT

Impact of quality and type of lion foods products

Quality
Highly
Less

Products

Less
Preferred

Neutral

Preferred

Highly
Preferred

Total

Lion 1
dates

10

68

80

166

Lion 1
Dates

10

68

80

166

43

52

53

166

14

49

62

32

166

20

37

112

250

245

664

SYRUP

Lion
HONEY

Lion
oats
Total

INTERPRETATION
From the table it is inferred that lion dates and lion dates syrup is
highly preferred for its quality where as less preferred for lion
oats and lion honey.
Chi-square test on impact of quality and type of lion food products

INTERPRETATION

From the table it is inferred that H0 is rejected. Therefore

there is a significant relationship between quality type of
products.

IMPACT OF FREQUENCY OF PURCAHASE OF LION FOODS

Purchase
Once Twice
in a
in a
month month

Thrice Total
in
a
month

14

satisfied
Satisfied

103

21

133

Netural

15

Dissatisfied 0

0
Highly
Dissatisfied

33

15

166

Communication Highly

Total

118

INTERPRETATION

From the table it is inferred that purchase is made once in a

month for which with the satisfaction of communication given
to the retailers by the lion foods is satisfied.

Chi-square test impact of frequency of purchase of lion foods

Pearson chi
square

Value

df

Asymp sig
(2-sided)

32.565a

12

.001

INTERPRETATION

From the table it is inferred that H0 is rejected. Therefore there

is a significant relationship between frequency of purchase of
lion food s and communication of the lion foods service
quality.

FINDING

*(52.4%) 87 of the retailer are in between 20-30 years of age

group.
* (85.5%) 142 of the retailer are male.
* (84.3%) 140 of the retailer are married.
* (44.0%) 73 of the retailer are sslc.
* (50.6%) 84 of the retailer earning range from 20000-30000
* (62.7%) 104 of the retailer are 2-6 years of experience.
* (71.1%) of the retailers purchase the product for once in a
month.
*(80.1%) 133 of the retailers are satisfied with the credibility
of service quality.
* (85.5%) 142 of the retailers are satisfied with the
accessibility of service quality.
* (76.5%) 127 of the retailers are satisfied with the reliability
of service quality.

* (80.1%) 133 of the retailers are satisfied with the

Communication of service quality.
* (78.3%) 130 of the retailers are satisfied with their
responsiveness of service quality by attending calls and
complaints addressed.
* (31.3%) 52 of the retailers are obtained mode of replacement
As quality, where as (8.4%) 14 of them are say it is of very
frequently replaced as quality.
* (39.8) 66 of the retailers are obtained mode of replacement as
price reduced, where as (7.2%) 12 of them are say it is of very
frequently replaced.
* (65.1) 108 of retailers are having high impression towards
first impression of the lion foods quality.
* (45.8%) 76 of the retailers are loyal with the lion foods,
because of the quality.
* (37.3%) 62 of the retailers are obtained total replacement is
rarely done, where as (11.4%) 9 of them are very frequently
replaced .
*(96.4%) of the retailers are being providing shelf space for all
the products of lion foods.

CHI-SQUARE FINDINGS

*The retailer who are all earning 20000 to 30000 are having 26 years of experience .
*Ingredients is highly preferred for lion dates and lion dates
syrup, where as less preferred for lion oats and lion honey.
*Taste is highly preferred for lion dates and lion dates syrup,
where as less preferred for lion oats and lion honey.
*Quality is highly preferred for lion dates and lion dates syrup,
where as less preferred for lion oats and lion honey.
*Packaging is highly preferred for lion dates and lion dates
syrup, where as less preferred for lion oats and lion honey.

*Labelling is highly preferred for lion dates and lion dates

syrup, where as less preferred for lion oats and lion honey.
*Flavour is highly preferred for lion dates and lion dates syrup,
where as less preferred for lion oats and lion honey.
*Variety is highly preferred for lion dates and lion dates syrup,
where as less preferred for lion oats and lion honey.
*Credit facility is highly preferred for lion dates and lion dates
syrup, where as less preferred for lion oats and lion honey.
*Offers is highly preferred for lion dates and lion dates syrup,
where as less preferred for lion oats and lion honey.
*Retailers with experience between 2-6years are more satisfied
and 6-10 years with the credibility of lion foods.
*Retailers purchase is of satisfied with accessibility in the
service quality of lion foods.
*accessibility is of satisfied with responsiveness of lion foods
service quality.
*Quality is the reason for loyal and reliability in the lion foods
service quality.
*Purchase need is of made with the satisfaction of
communication given to the retailers by the lion foods.
*complaints are very frequently done for lion dates syrup and
lion honey, where as obtained for lion oats and lion dates.
*Damages are obtained for lion oats and lion dates, whereas
rarely for lion oats.
*Price is of be reduced moderately for replacing the lion foods
products.

SUGGESSTION

*More advertisements and offers should give to the oats and

honey.
*Style of packaging can be change.
*The company has to improve the promotional aspects to
improve the retailers performance.
*Price of the product should be offer able which is to be
helpful for the retailers to increase their performance.
*The company has to do some innovative promotional schemes
to attract more customers to the retailers.

CONCLUSION

A study on retailers preference towards various products in lion

foods, in trichy was conducted with a sample of 166.
Convenience sampling technique was done using a structured
questionnaire. The analysis of the study was done using SPSS
package .The retailers to preference towards various products
was found to be good but can be definitely improved. Based on
it, it was found that there can be improvements made to avoid
damages and from complaints. Some suggestions are given
pertaining to it. If the suggestions are implemented it will help
to develop the companys performance.