RETAILER

PREFERENCE
TOWARDS
SUNFEAST BISCU
ITS1
INTRODUCTI
ON
Indian marketing is
largely described as
sellers market.
Demand is invariably
greater thansupply.
Purchasing power of
mass is limited.
More than 30% of
our population has
income below
thepoverty line.
Bulk of
our population
resides in villages
and markets have
got to capitalize
rural
marketingopportunit
y. The consumers
are ignorant,
illiterate,
unorganized and
hence they have
weak
bargainingpower.
Most of our
business
enterprises are still
having selling
concepts, which is
product,
orientedmarketing
approach. Bigger
business houses
having national
market are adopting
integrated
corporateplanning
sound market
planning as well as
strategic marketing
planning have very
limited scope
of present. A change
is taking place is the
marketing
environment at a
reasonable speed
and money.Consumer
oriented marketing
company are
beginning to realize
the pressure of
competition and
buyermarket.Marke
ting are called upon
to anticipate
changes in the
marketing
environment
involvingopportunitie
s, risks and
uncertainties. They
are required to
forecast
the direction
and intensity of
thesefuture changes
in the environment
and secure favorable
relationship with the
changing
environment. Todo
this intelligent
planning marketers
need information.
Accurate sales
forecasting involves
collectionand
reliable sales
forecast, marketing
plans and
programmes through
organised
information system,
wewould have
profitable marketing
activities minimum
risks and
uncertainties.The
essence of modern
marketing concepts
is that all elements
of business should
be gearedtowards
the satisfaction of
consumers. This
requires a through
understanding of
consumer
behavioursand
buying motives
without such
insights marketers
will fail to segment
market effectively
and designstrategy
for an effective
penetration into the
defined market
segments