A

Project Report
On
Retailers Satisfaction
Done At

Sethias Foods PVT. LTD.

School of Business and Management

Jaipur National University

Submitted To:

Submitted By:

Prof. Rajesh Mehrotra

Arpit Garg

Director

M.B.A Pass 3RD

Preface
Training is the systematic development of the knowledge, skills and attitude
required by an individual to perform adequately a given task or job. It imparts
practical knowledge to an individual which in turn makes work more efficient
and more organized. In present times and age it holds great importance in an
individual professional development. My training in Sethia Foods PVT. LTD.
Has been truly a learning experience where, I explored my strengths and
weakness and it facilitated me in coming out with this project on Retailers
Satisfaction. I got to know about the various ways to satisfy retailers. By this
study I got to know how to retain the good retailers and increase the sales. After
the study I have come out with some interesting findings which one can explore
in my project.

Acknowledgement
When a person is help, guide and co-operated his or her is bound to pay
gratitude.
My summer Internship Training (SIP) experience has been filled with
interesting challenges and people that I will appreciate forever; numerous
people have contributed in varying capacities which permitted completion of
this project. I would like to begin by thanking Mr. Ajay Sethia for guidance,
constant inspiration & keep interest shown during the project. I deliberate my
profound sense of gratitude to him.
It is not a single mans effort which is sufficient for the accomplishment of a
research various factors, situations and person integrate to provide background
for accomplishment of a task requires the effort of so many people and the work
is no different.
I extend my sincere thanks to all the members of Sethias group family who
have made my stay in Sethias group most fruitful and a learning experience. I
also sincerely thank to my JNU teachers for allowing me takes up the in Sethias
Group.

Declaration

I hereby declare that the project Titled Retailers Satisfaction is an original

piece of research work carried out by me under the guidance and supervision of
Mr. Ajay Sethia. The information has been collected from genuine & authentic
sources. The work has been submitted in partial fulfilment of the requirement of
M.B.A to our college.

Place: Bikaner
Date: 25/07/2015
Arpit Garg
M.B.A (Pass 2nd)

CERTIFICATE

TITLE INDEX

CHAPTER NO.

LIST OF CONTENTS

PAGE NO.

Executive Summery

8-10

Introduction

12-16

Objective and Scope of the project

18-19

Company Profile

22-28

SWOT Analysis

29

Research Methodology

31-36

Data analysis and Interpretation

38-44

Findings

46

Suggestions

48

10

Limitations of the project

50

11

Conclusion

52

12

Bibliography

53

13

Annexure

14

Case Study

55-59
61

CHAPTER -1
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The project titled STUDY OF RETAILERS SATISFACTION TOWARDS

PRODUCTS AND SERVICES OFFERED BY MILAN PRODUCTS IN
BIKANER CITY was done for Sethias Food Pvt. Ltd.
Summer internship is known to be a students first brush with cooperate world.
This is the time for the students to put words and theories into action. This
opportunity to integrate classroom learning with real life situation. While doing
the project students are placed under the guidance of a manager who serves as a
mentor.

This project report deals with Satisfaction of retailers towards products and
services offered by Milan. Using the questionnaire for retailers.
The objectives of this topic are.To understand various problems faced by retailers of Milan product.
.To analyse complaints of retailers towards products and services of Milan.
.To study/identify retailers satisfaction level towards Milan products and
services.
.To develop effective solution to the problems faced by retailers.
The project is carried out depending on the various data which are obtained from
both primary source (direct interview with retailers) and the secondary sources
(the website of the company, books, and print media).

Satisfaction is a result of a product related experience and this question reflects

the overall opinion of a consumers experience with the product performance.
Satisfaction and attitude are closely related concepts. The psychological concepts
of attitude and satisfaction may both be defined as the evaluation of an object and
the individual relationship to it.
Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or need, include physical objects, persons,
organizations, and ideas is called as product.
Services mean the work done by one person which is helpful to another person
and these are intangible in nature. It is an act of help and assistance.
The analysis is made studying the questionnaire and observation which was
distributed among 300 Retailers to find their response about the various questions
asked related to the satisfaction level and problems faced by them, conducted in
Sethias Food Pvt Ltd.

The sampling method is using conveyance sampling, the total size of sample is
300 for retailers. The data and interpretation done through pie chart, percentage,
bar diagram and table.

The major findings of the study are related with the Milan products and services
offered to retailers in Bikaner city which includes the retailers stock more
products of Milan namkeens as compare to another company products. Retailers
were also satisfied with the distribution network of Milan, information regarding
new schemes and discounts. They were also satisfied with the sales person of
Milan. The retailers were dissatisfied with the credit facilities provided by Milan
in Bikaner city.

The few suggestions for Milan from the researcher areDelivery of goods should be increased in number for proper catering in the
entire area of Bikaner Central region effectively and efficiently.
The company should supply its glow sign board, banners etc.as an
advertisement media to the retailers of few areas, which will as usual for
satisfaction of retailers.
Credit facilities should be provided to retailers to satisfy their needs regarding
payment.

The conclusion of the survey is based on the objectives of the study i.e. various
problems faced by retailers of Milan product, complaints of retailers towards
products and services of Milan, retailers satisfaction level towards Milan
products and services and effective solution to the problems faced by retailers.

INTRODUCTION TO THE INDUSTRY

Introduction of the Sweet and Namkeen Industry In India

India, One of the largest snack markets in world, has a market of value $ 1
billion and over 4 million tonnes in terms of volume. The industry has been
growing around 16% for the last three years and branded segment is growing
around 25% per annum.
The Indian candy market is currently valued at around $664 million, with about
70 per cent share ($ 461 million) in sugar Confectionery and the remaining 30
per cent ($ 203 million) in chocolate confectionery. The organised market for
confectionery in India is valued at Rs 2,000 crore. As per the study by Euro
monitor, the Indian sugar confectionery market is projected to expand at a
compounded annual growth rate (CAGR) of 10%.
With demand for high-end confectionery going up, India is becoming an
attractive place for foreign investments with large multinational companies
entering the Indian chocolate & confectionery market. Alongside Confectionery
and chocolate Industry, Snack food industry has tremendous growth
opportunities in the country. Growing population, rapid urbanization, changing
consumer preferences etc are expected to keep the demand increasing in future
too. With a well-integrated supply chain and a good marketing strategy, a
tremendous opportunity lies for these industries industry in India.The Indian
snack market offers around 1,000 snack items. The branded namkeen segment
consists of 40% market share of the total salted snacks market in India. The
market leaders that own all the to namkeen brands in India is Haldirams that has
a market share of 41 %
The sweet and confectionery industry in India has grown significantly in the last
few years. The industry encompasses manufacturing of a variety of sweet
products, snacks, sherbets, namkeens and many more items. Popular products of
the sweet and confectionery industry in India includes Bengali Sweets, North
Indian Sweets, Badam Pista, Bhujiya, Papad, Raj Bhog, Rasmalai, Pista Burfi,
Kaju Roll and Ladoo.

The sherbets manufactured by these companies are available in a large number

of varieties like rose, pineapple, orange, kesar, badam and kulfi. The Sweets and
Confectionery Manufacturers in India also offer a wide variety of snacks such
as Kachori Sabzi, Gola (Ice Balls), Raj Kachori, Dahi Bada, Shahi Kofta,
Paneer Roll, Idly Dhokla, Gol Gappe, Mirch Pakora and so on. Fresh milk
sweets and pure ghee sweets are also offered by the sweet and confectionery
manufacturers in India.
Some of the most Leading Sweets and Confectionery Manufacturers in India are
Bikanervala Foods Private Limited, Brijwasi Sweets, Kaleva india, Punjabi
Chandu Halwai, Suleman Mithaiwala, Priya Gold and Ganguram Sweets. These
companies sell their products under their own brand name and also export them
to many countries. Indian sweets are highly acclaimed in the international
markets as they can be used as gift items and traditional items in any festival or
holy ceremony. The companies also offer gift packs for their products and
manufactures exclusive items for festivals and special occasions.

The Namkeen Market:

As the ethnic foods category is growing, cash-rich companies make a beeline
for a share of the salty snacks market. Around 1,000 snack items are sold in
India .Spanning various t a s t e s , f o r m s , t e x t ur e s , a r o ma s , b a s e s , s i z e s ,
shapes and fillings. Some 300 types of savouries sell here and
t h e o v e r a l l s n a c k p r o d u c t m a r k e t ( i n c l u s i v e o f s w e e t me a t s ) i s
estimated at Rs.25,000 crore.The branded salty snacks market (size: 1200
Crores) is 40% of the total market (size:3000 Crores), it's bustling
nevertheless. The branded segment is increasing at the rate of 25% per annum
whereas the entire market is increasing at the rate of 7%. In the past 2-3years
the unbranded sector has witnessed a decline of 5% per annum. Indians seem to
be snacking on ethnic foods with a vengeance. This is good news for the
corporate sector, given that the past few years have seen a perceptible
shift towards the branded sector at the cost of the unbranded segment

Major Players in Sweets and Namkeen Industry in India

1. Bikaji Foods International LTD.

Bikaji Foods International Ltd. (formerly Shivdeep Industries Ltd.) was
founded in 1987 at Bikaner, Rajasthan by Shri Shivratan
Agarwal.Bikaji is a leading brand in India and other countries .Core
products line Bhujia, Namkeen, Papad, and Snacks & Sweets. Select
raw material -Procured from best in their category, Processed in an
isolated and hygienic environment, Un-touched by human handState-ofthe-art automated packaging machinery. Highest production
of Bikaneri Bhujia in India 50 Tons per
day.3rd largest Papad manufacturer in India. More than 100 varieties
of Namkeens, Snacks & Sweets. More than 400 distributors across India
and abroad.80% market share in Rajasthan and Assam. Thus, Today
Bikaji has reached a great height of Success.
2. Haldiram's
Haldiram's was founded in 1937 by Gangabisenji Agrawal, as a retail sweets
and namkeen shop in Bikaner, Rajasthan.. Haldiram was ranked 55th among
India's most trusted brands according to the Brand Trust Report, a study
conducted by Trust Research Advisory. Today Haldirams is 4 million dollar
brand. Globally, Haldirams products are now available in over 50 countries and
occupy considerable shelf space in supermarkets like, Tesco, Somerfield,
Spinneys and Carrefour, according to the companys website.
In India, Haldirams also runs restaurants serving Indian street food specialties.
On average, according to the company, the restaurants use up 3.8 billion liters of
milk, 80 million kilograms of butter, 62 million kg of potato and 60 million kg
of pure ghee each year.

3. Bikanervala
Strong brand name with rich history of over 100 yearsNumerous Bikanerwala
showrooms serving multiple cuisines along with traditional sweets and snacks.
Number of products like sweet, bakery products, namkeens, chats and other fast
food. A strong brand in Bikano manufacturing world class packaged

namkeensand sweets. Trusted brand for its quality, hygiene and taste .Strong
distribution network making the products available in India and abroad.
Innovation through use of technology in packaging.

Brands:
Bikanervala
Bikano
Bikano Chat Caf
Angan

4. Lehar Foods PVT. LTD.

Lehar was launched in 1996, with innovative small packs and traditional
flavours. The brand positioned itself by emphasizing its irresistible taste
and using modern imagery. Lehar was re-launched in 2006 and positioned
itself using the plank Taste zyaada kyunki oil taza. It promised to
deliver good taste through the use of fresh oil in the manufacturing
process.

5. Balaji Wafers & Namkeen

Balaji's Valsad unit, which has a wafer manufacturing facility of 2,200 kg
per hour, is one of the largest potato chips-making units in Asia. The
company had sourced the entire plant from USA, Australia, Netherlands,
Germany, Japan and China. Balajis share of the local potato and
vegetable chips market grew to 13.7% in 2012, from 9.5% in 2008,
according to researcher Euro monitor, while PepsiCos share fell from
69.7% to 56.8%. Balaji also dominates in the western market with a share
of 70%. In its home state Gujarat, it has a share of 90%

OBJECTIVE AND SCOPE

OF STUDY

Object and Scope of the Project

Objective of the Study:

A project cum training is an essential part of post management course in
management (Marketing) curriculum.

Executive training was undertaken on the following

objectives:
To understand various problems faced by retailers of Milan product.
To analyse complaints of retailers towards products and services of
Milan.
To study/identify retailers satisfaction level towards
Milan products and services.
To develop effective solution to the problems faced by
retailers.

It also helps to make improvements in service and quality of the Milan products,
for their long term existence in the market and earning profit.

Scope of the Study:

The geographical scope of study is limited to areas of Bikaner city, which

includes:
1. Kote gate

6. Khaturia Colony

2. Vyas Colony

7. Pawan Puri

3. Station Road

8. Udasar

4. Samta Nagar

9. Ginani

5. Bichwal

10. Jail Well

Scope of this project is limited to all the products and services of MILAN
offered by Sethia Foods PVT. LTD. Bikaner.
Functional scope of the study is limited to study of retailers problems,
complaints and finding out their level of satisfaction.

INTRODUCTION
OF THE COMPANY

Introduction of the Company

Industry Profile:
INDUSTRY NAME:

Sethias Food Pvt. Ltd.

ADDRESS:

F-263-264, Bichhwal Industrial Area,

Bichhwal, Bikaner, Rajasthan 334006

LOCATION:

Bikaner (Rajasthan)

Company Overview

Vision:
To provide the best quality, hygiene and competitively priced food products
To our customers worldwide, meeting their ever-changing demands and
Thereby building consumer loyalty.

Mission

To implement the best in technology, research and development

Procure best available raw materials
Make brand 'Milan' reach international domains
Sustain growth trajectory by fulfilling stakeholders' expectations
Attract and attain customer loyalty with high value products and
services.

Goal
To provide our customers Perfect Taste and Quality in the Best of Packaging.

Bikaner...the land of the great Thar Desert where the wind carves every day a
new design, a new pattern of waves on the soft silky sand of Desert dunes. The
land which beckons you for its world famous traditional snacks of Bhujia,
Papad, Namkeen and sweets. Sethia Foods began as a very first step taken by
Shri Utam Chand Sethia to carry out the unmatched heritage of Namkeen and
Snacks of Bikaner in the year of 1975. Today, that initial step became a long
journey of experience and use of time tested recipes allows them more than 27
varieties of different snacks, namkeen and sweets which gives to taste the real
heritage of Bikaner.
"Milan" Sweets & Namkeens. Established in 1980, under the able guidance of
Ajay Sethias mother late Smt. Bhawari Devi Sethia, his firm M/s Sethia Sweet
Products has made its mark as an icon of packaged Sweets & Namkeens. Its
products especially 'Canned Rasgulla' is being sold across the horizons of India.
Their strong network of distributors comprises of efficient people from the
heights of Leh-Laddakh to the saline bed of Trivandrum, from the peaks of
Arunachal Pradesh to the Dunes of Rajasthan.

The products manufactured by Milan enjoy premium brand status in the market
and have loyal patronage of the customers. To continue with the process of
understanding their customers who have always desired quality products
(especially Rasgulla from "Milan") their new offerings in true traditional taste
are Bikaneri Bhujia, in the brand name of "Sethia's", along with the varieties of
other Namkeens and Papads in various Packing.

M/s Sethia Sweet Products, never miss an opportunity to express their gratitude
towards their loyal customers from urban regions to rural areas who love to
relish "Milan Rasgulla".
MILAN..... The companion of all, of all ages, for all ages.

Quality Assurance
SETHIA SWEET PRODUCTS is an ISO 22001:2005 Certified Company
engaged in the production of Traditional Indian Sweets and Namkeen. It is
prominent manufacture and supplier Gulab Jamun, Rasgulla, Papad &
Namkeen. They are accessible under the brand name of Milan.
Quality" You may say that quality is the synonymous of Milan. Always be
assured about the quality standards of Milan, from the very first step of
purchasing the raw material till the last process of packaging and delivering of
the finished food products you would find quality standards. We adherence to
the quality of real Bikaneri Namkeen for that the raw material we purchased is
truly from the soil of desert land so that you can get the real magic of Bikaneri
Namkeen after that every raw material goes to Lab- testing via technical
supervisor. During the processing of making we equipped with best hygienic
plant so that you get the perfect quality of food items. After getting the
assurance of finished goods treated we used a highly standards packaging
material, which keeps good and healthy food for long period

Network
Milans well established distribution and logistic support helps us in spreading
the business in the national as well as international markets.' We have a good
supply chain at major parts of our country. New Delhi, Jaipur, Bikaner Mumbai,
Hyderabad, Kolkata, Guwahati

Market Opportunities:
The average annual per capita consumption of commercial snacks is just 500g
and that by urbanites is 10 times more than that by rural consumers. This may
be since most rural houses make these at home or buy from the local vendors
that come in the unorganized market. Consumers from Western India are the
leading snack consumers, followed by the North. While the domestic ethnic
snack foods industry is hugely diverse, has easy access to indigenous
technology and involves low entry barriers, standardization of product quality
and backward links to testing facilities are at woefully low levels. Naturally,
opportunity is screaming from the roof tops .K.P. Sareen, Executive Secretary,
All India Food Processors' Association, calls it the third phase of the evolution
of the salted snacks market. The first two, he says, dealt with development and
nurturing of tastes respectively. The big question is whether branded players
will edge past their unbranded counterparts? Brand marketers say they will.
Factors like hygiene and quality is steadily bringing about a switch from
unorganized to branded namkeens. One will not grow at the cost of the other
and that both categories will co-exist

Products

1. Bikaneri Bhujia

Description/ Specification of Bikaneri Bhujia

Made of pure Moth & Gram Flour without any artificial flavours & colours. Real Bikaneri Taste.
Supplier Product Code
Main Markets/Key Customers
Delivery Lead Times
Payment Terms
Min Quantity

2. Millan Rasgulla

:
:
:
:
:

SSP5
India
15 - 20 Days
Advance
2

Description/ Specification of Milan Rasgulla

Made of pure cow milk & sugar. Very spongy &
contains Rich Protein
Supplier Product Code
Main Markets/Key Customers
Delivery Lead Times
Payment Terms
Min Quantity

:
:
:
:
:

SSP1
India
15 - 20 Days
Advance
2

3. Mast Milan Namkeen

Description/ Specification of Mast Milan Namkeen

A mixture of various namkeens
Supplier Product Code

: SSP8

Main Markets/Key Customers

Delivery Lead Times
Payment Terms
Min Quantity

:
:
:
:

India
15 - 20 Days
Advance
2

:
:
:
:
:

SSP6
India
15 - 20 Days
Advance
2

4. Kurram Kurram Namkeen

Description/ Specification of Karram Kurram Namkeen

Crispy & Crunchy bhujia made of Potatoes & other Spices.
Supplier Product Code
Main Markets/Key Customers
Delivery Lead Times
Payment Terms
Min Quantity

SWOT Analysis

Strength:
1. Affordable prices.

2. brand name with rich history of over 40 years

3. Number of products like sweet, namkeens, chats, papads and other fast
food.
4. Loved for its taste, especially for its rasgulla.

5. Trusted brand for its quality, hygiene and taste

6. Exported too many countries.
7. Products available in gift packs making it an ideal gift.
Weakness:
1. Limited number of stores.
2. Strong competition from the unorganised sector also means limited
market share.

3. Less advertising is done compared to other food brands.

Opportunities:
1. Introduce healthy snacks like fat free, low calories and baked.

2. Advertise itself on various platforms.

3. Increase its presence in international markets.

Threats:
1. Increase in cost of raw materials.

2.

Increased competition from other brands and local players.

Research
Methodology

RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is defined as A careful

investigation or enquiry especially through search for new facts in any branch of
knowledge.
Research methodology is considered as the nerve of the field work or any project.
Without proper well organized research plan, it is impossible to complete the
project and reach to any conclusion. The project was based on the survey plan.
The main objective of survey was to collect appropriate data, which work as a box
for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods.
Definition
Marketing research is a systematic gathering, recording and analysis of
marketing problem to facilitate decision making.
Coundiff &
Still
Marketing research is a systematic problem analysis, model building and fact
finding for the purpose of important decision making and control in the marketing
of goods and services.
Phillip
Kotler

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1)

Define the problem and its objectives.

(2)

Identify the problem.

(3)

Determine the information needed.

(4)

Determine the sources of information.

(5)

Decide research methods.

(6)

Tabulate, Analyse and interpret the data.

(7)

Prepare research report.

(8)

Follow-up the study.

Descriptive research
It is well structured. It can be complex a high degree of scientific skill on the
demanding a high degree of scientific skill on the part of the researcher. It can be
taken in certain circumstances. When the researcher is interested in knowing the
characteristic of certain groups such as age, sex, education level, occupation or
income a descriptive study may be necessary.
RESEARCH DESIGN
Research design is important primarily because of the increased complexity in the
market as well as marketing approaches available to the researchers. In fact, it is
the key to the evolution of successful marketing strategies and programmers. It is
an important tool for study buyers behavior, consumption pattern, selling pattern,
brand loyalty, and focus market changes.
SAMPLING METHOD

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling. The total sample size was 300
retailers.

Convenience sampling
This type of sampling is chosen purely on the basis of convenience and according
to convenience. Researcher visited retailers, malls stores.

SAMPLING DESIGN
Survey for Retailers
Sampling techniques

Non probability sampling (Convenience)

Sample unit

Retailers those are selling soft drinks.

Sample size

300 retailers.

Method

Interview through structured Questionnaire.

Data analysis method

Pie chart, Bar, Percentage.

Area of survey

Bikaner city.

Data-sourcesRetailers/Dealers (Hotels, Restaurants Sweet shop, Pan Shop, General Stores, etc.)
Depot internal Companys Record etc.
DATA COLLECTION METHOD

There are two types of data Viz., Primary Data and Secondary Data. The
primary data are those which are collected a fresh and for the first time and thus
happen to be original in character. The secondary data, on the other hand, are
those which have already been passed through statistical process while doing our
research I had taken the help of both primary data as well as secondary data for
analysing the results.

METHOD FOR COLLECTING PRIMARY DATA

During survey the primary data collected from structured Questionnaire. In this
survey method a questionnaire is personally given to the respondent from the
selected sample with a request to answer the questions and return the
questionnaire. A questionnaire consists of number of questions relevant to the
research problem, printed or typed in a definite order on the form or sets of
forms. The questionnaire is personally provided to respondents under the
guidance of the researcher, who are then expected to read, understand and write
down the reply in the space meant for answering various questions in the
questionnaire itself.

SOURCES FOR COLLECTING SECONDARY DATA

Secondary data collected from various magazines, internet and various books. For
the collection of secondary data various articles and researches from news
journals, company internal records, and personal researches relevant to the
research problem have been included.
All the findings and conclusion obtained on the survey done in the working area.
With the limit, I tried my best to select the sample representative of the whole
group. During my job training I maintained different routes during my dealer

survey. I have collected data from the Depot of Bikaner under the organization
itself.

QUESTIONNAIRE

This is the most popular tool for the data collection. Researcher designed
questionnaire according to the topic and objective of the research project,
researcher used three type questionnaire methods into data collection, i.e.
Multiple choice questions
Open end questions
Dichotomous

Multiple Questions
Multiple questions researcher used because many option in this kind of questions
and easy for getting response from respondent. Researcher used 16 multiple
questions.
Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. Its also simplifies
the tabulating process.

Open end Questions

Open end question basically put know about respondent answer in there form, but
most of the respondent just blank it, and go with another question. One open end
question used in this project.
In this type respondent are free to answer in their own words and express the ideas
they think are relevant.

Dichotomous

Dichotomous question very simple and any one can able to answer that particular
question teenage, young and old. Two dichotomous questions used in this project.
These are the questions which are Boolean in nature.
These answers are straightforward and respondent have to answer them in a
straight way. That means the answer can only be either Yes or No.

DATA ANALYSIS
AND
INTERPRETATI
ON

DATA ANALYSIS
STOCK AND SALE OF Namkeens and
Sweets

RESULT

NO. OF RETAILERS

YES

300

96%

NO

11

4%

TOTAL

311

100%

STOCK AND SALE

11
YES
NO
3rd Qtr
4th Qtr

300

Interpretation:96% retailers stock and sale the Namkeens.

Rest 4% retailers did not sale the Namkeens.
Inference:From this above chart researcher found that majority of retailers stock and sale
Namkeens.

BRAND OF NAMKEENS YOU STOCK IN YOUR OUTLET

SOFT DRINK BRANDS

NO. OF RETAILERS
(OUT OF 300)
300
244
90
20

BIKAJI
HALDIRAM
MILAN
OTHER

%
100%
81%
30%
7%

NAMKEEN'S AVIALABLE
1

100%
90%
80%

0.81

70%
60%

% OF RETAILERS

50%
40%

Column2
0.3

30%
20%
10%

0.07

0%

Interpretation:100% of retailers stock Bikaji

81% of retailers stock Haldiram.
30% of retailers stock Milan.
And remaining 7% retailers maintain stock of other Namkeens.
Inference:-

From the above bar graph the researcher found that sale of Bikajis products is
higher than other Namkeens.
PRODUCTS OF MILAN MAINLY SOLD BY YOU

PRODUCTS
Milan-Rasgulla
Milan-Bhujia
Milan-Rajbhog
ALL
TOTAL

NO.OF RETAILERS
41
13
34
212
300

%
14%
4%
11%
71%
100%

MILAN PRODUCTS SOLD

80%
71%
70%
60%
50%

% OF RETAILERS

Column2

40%
30%
20%

14%

11%

10%

4%

0%
Rasgulla Bhujia Rajbhog

ALL
.

.
Interpretation:Out of 90 retailers14% retailers sold the product Milan Rasgulla.
4% retailers sold the Bikaneri Bhujia.

11%retailers sold Milan Rajbhog.

Rest 71% retailers sold combination of all the products together.

MILAN PRODUCTS MAINLY STORED AND SOLD AS PER VOLUME OF PACK

PACK
RETAILERS
%

200 gm.
9
10%

400 gm.
45
50%

1kg
18
20%

2kgs
18
20%

TOTAL
90
100%

PACK STORED AND SOLD

450%
400%
350%
300%
250%

% OF RETAILERS

Column2

200%
150%
100%
50%
0%

10%
200gm

50%
400gm

20%
1kg

20%
2kg
.

Interpretation:Out of 90 retailers10% retailers sold 200gm packs.

50% retailers sold 300gm packs.
20% retailers sold 1kg packs.
20% retailers sold 2kg packs.
Inference:From this question it was observed that the pack of 400 gm. was more stored
and sold by the retailers which is followed by pack of 1kg and 2ks pack.

KIND OF SIGN BOARD 0F PEPSI PROVIDED BY THE COMPANY

SIGN
BOARD
RETAILERS
%

GLOW
SIGN
BOARD
15

FLEX
BOARD

16.67%

61.11%

DEALERS
BOARD

55

13

NO SIGN
BOARD

TOTAL

7
7.78%

90
100%

14.44%

SIGN BOARD

14%

8%

17%

GLOW SIGNBOARD
FLEX BOARD
DEALERS BOARD

61%

NO SIGN BOARD

Interpretation:Out of 90 retailers16.67% retailers had glow signboard provided by Milan.

61.11%retailers had flex signboard.
14.44% retailers had dealers board on their outlet.
Remaining 7.78% retailers did not have any signboard.
Inference:From this question the researcher found that Milan had provided maximum no.
of flex sign board to retailers which is followed by glow sign board.

SATISFIED WITH THE SERVICES RENDERED BY MILAN SALES

MAN

SATISFACTIO
N LEVEL

HIGHLY
SATISFIE
D

SATISFIE
D

NEUTRA
L

DIS
SATIFIE
D

TOT
AL

HIGHLY
DIS
SATISFIE
D
2

NO. OF
RETAILERS
%

15

54

11

15.55%

60%

12.22%

8.89%

2.22%

100
%

90

SERVICES OF MILAN SALES MAN

60%

60%
50%
40%

% OF RETAILERS

Column2

30%
20%

16%

12%

10%
0%
HIGHLY SATISFIED

9%
2%

NEUTRAL

HIGHLY DIS SATISFIED

.

Interpretation:16% retailers were highly satisfied with the services rendered by Milan sales
man.
60% were satisfied and 9% were not satisfied with the sales man of Milan.

Inference:It was found that most of the retailers were satisfied with the services provided
by the sales man.
ORDERED GOODS RECEIVED ON RIGHT TIME AND IN RIGHT
QUANTITY

TIME PERIOD
NO. OF
RETAILERS
%

ALWAYS
72

SOMETIMES
12

NEVER
8

TOTAL
90

80%

13.33%

8.89%

100%

RECEIVED GOODS ON TIME AND IN RIGHT QUANTITY

80%
80%
70%
60%
50%

% OF RETAILERS

Column2

40%
30%
20%

12%

9%

10%
0%
ALWAYS

SOMETIMES

NEVER
.

Interpretation:Out of 90 retailers80% retailers received the ordered goods on time.

12% retailers sometimes received on time and 9% retailers never received on

time.
Inference:So the researcher observed that Milan provided goods on right time and in right
quantity as it is mention in the above chart.

FINDINGS

FINDINGS

1. It was found that majority (96%) of retailers stock and sale namkeens
followed by 4% of retailers who did not stock and sale the Namkeens.
2. From the research, the researcher found that all of retailers (100%) had
availability of Bikaji Namkeens where as 81% of retailers had Haldiram
and from 300 retailers 30% had Milan and 7% for others etc.
3. The researcher found that majority of retailers (71%) sold all products of
Milan Rasgullas.
4. It was found that 50% of retailers mainly stored and sold 400 gm pack
and 20% of retailers for 2 kgs. Pack whereas rest of retailers stored and
sold 200 ml and 1kgs pack.
5. It was observed that 61.11% of retailers had flex sign board whereas very
few of retailers (7.78%) had no sign board which is lowest in
interpretation.
6. It was found that 60% of retailers were satisfied with services of Milans
sales man where as 15.55% retailers were highly satisfied with services
rendered by Milans sales man and 2.22% of retailers were highly
dissatisfied with the services of Milans sales man.
7. From research it was found that majority of the retailers (80%) always
received the ordered goods on time and in right quantity where as 8.89%
of retailers never received on time.

SUGGESTIONS

SUGGESTIONS

A healthy relationship should be developed by the company executive

with the retailers.

Delivery of goods should be increased in number for proper catering in

the entire area of Bikaner Central region effectively and efficiently.

The company should supply its glow sign board, banners etc.as an
advertisement media to the retailers of few areas, which will as usual for
satisfaction of retailers.
The commitment of schemes should be carried out on or before the
scheduled time.

Credit facilities should be provided to retailers to satisfy their needs

regarding

payment.

The Company should be regular to its products so as for proper

availability at each and every retail outlets. Otherwise it may lose its
consumer and prospects. Thus distorting the image of the company.
Distributor and retail outlets feedback should be taken time to time so as
to trace the actual existing problem related to there and the market.

The visits of the sales man should be increases at retail outlets for
knowing the response about availability of Namkeens.

LIMITATIONS
OF
STUDY

Limitation of Study

The finding of the study may not be applicable to other places except
BIKANER..

The respondents were too busy to give exact answer to all questions.

There is chance of under estimation of sales and income as it is the

nature of human beings.

There are chances of sampling error.

Chances of biased data collections to respondents.

CONCLUSION

Conclusion
1. From the first objective it is concluded that 60% of retailers were satisfied
with the services of Milans sales man. It was also found that 80% of
retailers received the ordered goods on time and in right quantity.
2.

The analysis of satisfaction level of retailers towards new schemes and

discounts i.e. 39% of retailers were highly satisfied with the same. The
researcher also found that 48% of retailers dissatisfied with the credit
facilities. The retailers were also satisfied with the display seasonal
schemes of Milan.

3. It is concluded that the retailers were satisfied with the stock delivery and
emergency order to some extent. It was also found that 44% of retailers
were satisfied with the distribution network of Milan where as 49% of
retailers were fully satisfied with meetings organized by the company.

BIBLIOGRAPHY

Text Books:-

Ramaswamy V S, Namakumari S, Marketing Management, published

by MACMILLAN Business Books. 3rd edition.
Kotler Philip, marketing management Published by Persons education,
11Th edition.
Kotler Philip, killer, koshy, Jha, Marketing management Published by
Persons education, 12Th edition.
Kothari C.R., Research methodology, Published by New age
international Pvt. Ltd. 2nd Edition.

Websites:
www.sweetandsnacktecindia.com
en.wikipedia.org
www.milanrasgulla.com
www.tazarasgulla.com
www.google.com

ANNEXURE

ANNEXURE

QUESTIONNAIRE
(FOR RETAILERS)

NAME OF OUTLET- ----------------------------------------ADDRESS-

-----------------------------------------

Q1. Do you stock and sale Namkeens?

(a) Yes

(b) No
Q2. Which Namkeen brand, do you mostly stock in your outlet?
(a) Bikaji

(b) Haldiram

(c) Bikano

(d) Other

Q3. Which product of Milan, do you sell?

(a) Bhujia

(b) Rasgulla

(c) Rajbhog

(d) All

Q4. Which volume of pack, do you stock and sell more?

(a) 200gm.

(b) 400gm.

(c) 1 kg.

(d) 2kg.

Q5. Which sign board Milan has provided you?

(a) Glow signboard

(b) Flex board

(c) Dealers board

(d) No sign board

Q6. Are you satisfied with the services rendered by Milans salesman?
(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q7. Do you receive the ordered goods on right time and in right amount?
(a) Always

(b) Sometimes

(b) Never
Q8. What is the frequency of visit by Milans salesman to your outlet?
(a) Daily

(b) Alternative day

(c) Weekly

(d) Fortnightly

(e) Never

Q9. Are you satisfied with the visiting salesman?

(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q11. Are you satisfied with information provided by Milans salesman

regarding new schemes and discounts?
(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q12. Which scheme do you like the most?

(a) Trade Discount

(b) Scratch card

(c) Extra Benefits

(d) Display scheme

Q13. Are you satisfied with the credit facility given by Milan?
(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q14. Are you satisfied with display and seasonal scheme?

(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q15. How do you rate Milan products and services for the following?
Parameters?
Parameters/Rating

Highly

Satisfied

Neutral

Dissatisfied

satisfied

Highly
dissatisfied

(a) Stock
delivery
(b) On emergency
order
(c) on availability
of all packs
(d) on schemes
and offers
Q16. Are you satisfied with the distribution network of Milan?
(a) Highly satisfied

(b) Satisfied

(c) Neutral

(d) Dissatisfied

(e) Highly dissatisfied

Q17. Are you satisfied with the meetings organized by the company?
(a) Fully satisfied
(b) Partially satisfied
(c) Not at all

Q18. In your opinion, does the salesman is able to solve your problems and
Complaints?
(a) Always
(b) Sometimes
(c) Never

Q19. Any suggestion for betterment of Milan products and services?

CASE STUDY

Globalisation and maximum profit fetching attitude, drive many companies to

nourish their retailers/distributors. Retailers/Distributors satisfaction is the
buzzword of late 1990s, keeping in mind the importance of service as a major
marketing tool, the decisions resulting retailers/distributors enjoying a healthy
share in any company's strategic decisions. Such decisions retrieve further
importance because of non-predictability and uncertainty in working
environment. In this paper researchers propose a model based on American
Customer Satisfaction Index, ACSI, to evaluate the satisfaction level of
Retailers/Distributors. Data has been collected from 3 Distributors and 180
Retailers working with Nestle India Limited. One of the most important
concepts of marketing is satisfaction and for the past few decades has been
attracting interests for retailers as well. The model proposed for Nestle Retailer
Satisfaction Index viewed as a cause and model based on process, retailer
service and information and measured by multiple dimensions. This study
utilizes the data for 180 retailers only which makes it difficult to generalize the
results on the bigger level. Therefore, researchers are encouraged to cover more
retailers further. Retailers need to be well informed about various
products/services and they should be guided well in advance about the new
launches so that they can pass out this information to customers. Retailer
satisfaction index highlights certain areas for managers to work upon.
Managerial implications in implementing activities and certain schemes like
sales promotion, gifts, exchange offers may provide good future prospects.