RETAILERS SATISFACTION WITH PROMOTION MEASURES OFFERED

BY THE ASHIQUE EXPORTS PVT LTD, CALICUT

In the partial fulfillment of the requirement for the award of the Degree of
MASTER DEGREE IN BUSINESS ADMINISTRATION
UNDER THE GUIDENCE OF
MR.V.K.RAVEENDRADAS
(GUEST FACULTY OF SCHOOL OF MANAGEMENT
STUDIES KUTTIPPURAM)
Submitted By
MANJUSHA K
Reg No: SOAOMBA013

SCHOOL OF MANAGEMENT STUDIES

KUTTIPPURAM
UNIVERSITY OF CALICUT
2014-2016

UNIVERSITY OF CALICUT
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM
DEIRA TOWER, HIGH WAY JUNCTION, KUTTIPPURAM, KERALA-679571
PHONE: 0494-2607224
Email Id: smskuttippuram@gmail.com

CERTIFICATE
This is to certify that the Project Report titled RETAILERS SATISFACTION
WITH PROMOTION MEASURES OFFERED BY THE ASHIQUE EXPORTS
PVT LTD,CALICUT Submitted in partial fulfillment of the requirements for the award
of the degree of MASTER OF BUSINESS ADMINISTRATION under University of
Calicut was carried out by Ms. MANJUSHA. K

Place:
Date:

Dr. E.K. SATHEESH

CO-ORDINATOR

UNIVERSITY OF CALICUT
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM
DEIRA TOWER, HIGH WAY JUNCTION, KUTTIPPURAM, KERALA-679571
PHONE: 0494-2607224
Email Id: smskuttippuram@gmail.com

CERTIFICATE
This is to certify that the Project Report titled RETAILERS SATISFACTION WITH
PROMOTION MEASURES OFFERED BY THE ASHIQUE EXPORTS PVT
LTD,CALICUT

is a bona-fide work done by, Ms.MANJUSHA.K, student of

SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM, UNIVERSITY OF

CALICUT, under my guidance and supervision. This has not been submitted to any other
University or institution for the award of any other degree or diploma.

PLACE:

Mr.V.K.RAVEENDRADAS

DATE :

GUEST FACULTY
SMS KUTTIPPURAM

DECLARATION
I MANJUSHA.K student of MBA III semester, studying at School of
Management Studies, Kuttippuram, Malappuram, hereby declare that the project
report on RETAILERS SATISFACTION WITH PROMOTION MEASURES
OFFERED BY THE ASHIQUE EXPORTS PVT LTD, CALICUT submitted to
University of Calicut in partial fulfillment of degree of Master of Business
Administration is the original work conducted by me.
The information and the data given in the report are authentic to the
best of my knowledge. This report is not being submitted to any other university
for award of any other Degree, Diploma and fellowship.

Place:
Date:

MANJUSHA.K
(Reg No: SOAOMBA013)

ACKNOWLEDGEMENT
I would first like to thank the almighty for showering on me his blessing, without whose
grace, it would been possible to complete this project successfully.
I am greatly thankful to Dr.E.K.Satheesh Coordinator, School of Management Studies,
Kuttippuram for providing me the necessary formal sanction for carrying out the study.
I would like to express my sincere gratitude to Mr.V.K.RAVEENDRADAS, Guest
Faculty Guide School of Management Studies, Kuttippuram for his valuable guidance
and support through all phases of this project.
I would like to express my sincere gratitude to all Faculty Members, School of
Management Studies, Kuttippuram for their valuable guidance.
I glad to express my sincere thanks to Mr.SAYYID FAIZAL.P CEO THAI Group, for
giving an opportunity to do minor project. The experience over there was valuable and it
has increased my confidence. And I would also like to thank all the staffs of THAI group
unit for their co-operation and valuable time spend on this project.
Last, but not least my sincere thanks to my parents and my friends for the valuable help
and support rendered by them for the project.

MANJUSHA.K
(Reg No: SOAOMBA013)

TABLE OF CONTENTS

CHAPTER NO.

PARTICULARS

PAGE NO.

Introduction

1.1 Introduction to the study

Chapter I

2-3

1.2 Statement of problem

1.3 Objective of the study

1.4 Scope of the study

1.5 Research methodology

1.6 Limitation of the study

Review of literature and theoretical

Chapter II
Chapter III

framework

8-14
Organization Profile

15

Industry profile

16-18

Company profile

19-27

Chapter IV

Chapter V

Data analysis and interpretation

28-62

Findings, suggestions and conclusion

63-66

Bibliography

67

Annexure

68

LIST OF TABLES
S.NO

TITLE

PAGE NO

4.1

Awareness among the Ashique products amongst Retailers

29

4.2
4.3
4.4

Soaps which achieve maximum sales

Retailers preference for only branded products
Preference on customers about the soap

30
31
32

4.5
4.6
4.7

33
34
36

4.8
4.9
4.10

Reasons for association of Ashique exports

Response and solutions to queries
Factors affecting promotions for the purchase of Ashique
products
Convincing Promotional Strategy
Satisfaction with the credit facility
Retailers delivery performance

4.11

Time taken for the delivery of products

43

37
40
42

4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
4.23
4.24
4.25

Promptness and accuracy in transactions by company

Promotional schemes through Display contest scheme
Satisfaction level in Advertising Materials provided by the
company
Retailers rating of the service of Ashique products
Comfortable Price range for the customers
Retailers rating of the company as a supplier

44
46
47

Kind of Advertisement works the best

Overall satisfaction of customer service provided by the
company
Brand pull of the company
Satisfaction level in credit period allowed by the company
Discount provided by the company
Negative actions faced by the retailers from the company
Schemes offered by the company
Retailers expectation about Ashique Products

52
53

49
50
51

55
56
58
59
60
62

LIST OF GRAPHS
S.NO

TITLE

PAGE NO

4.1

Awareness among the Ashique products amongst Retailers

29

4.2
4.3

Soaps which achieve maximum sales

Retailers preference for only branded products

30
31

4.4

Preference on customers about the soap

32

4.5
4.6

Reasons for association of Ashique exports

Response and solutions to queries

33
35

4.7

Factors affecting promotions for the purchase of Ashique

products
Convincing Promotional Strategy
Satisfaction with the credit facility
Retailers delivery performance
Time taken for the delivery of products

36

4.8
4.9
4.10
4.11

37
41
42
43

4.12

Promptness and accuracy in transactions by company

45

4.13

Promotional schemes through Display contest scheme

46

4.14

Satisfaction level in Advertising Materials provided by the

company
Retailers rating of the service of Ashique products
Comfortable Price range for the customers
Retailers rating of the company as a supplier

48

52
54

4.20
4.21

Kind of Advertisement works the best

Overall satisfaction of customer service provided by the
company
Brand pull of the company
Satisfaction level in credit period allowed by the company

4.22

Discount provided by the company

58

4.23
4.24
4.25

Negative actions faced by the retailers from the company

Schemes offered by the company
Retailers expectation about Ashique Products

59
61
62

4.15
4.16
4.17
4.18
4.19

49
50
51

55
57

EXECUTIVE SUMMARY
This study concentrated on retailer satisfaction with promotion measures of
Ashique Exports Pvt Ltd at Calicut. Promotion measures have great role in the success of
the business in that scenario relevance of the study is vital to the organization.
Retailer is middlemen who owns the title of products and resale them to the final
consumers. Retailer is one of the main links between company and consumers and vice
versa. Retailer is person who communicates with customers about companys new
products, promotional schemes and whatever the company is going to try in near future.
Retailer also convey ideas, suggestions and complaints of consumers to company. From
this very fact we can conclude that how important is a retailer or middleman both to
company as well as to consumers. Retailers affect the sales of a company up to a large

extent. Although the ultimate demand is affected by consumers but, word of mouth of a
retailer about companys product also matters a lot in affecting the consumers purchase
process.
The objective of the study was to understand retailers satisfaction with promotional
measures offered by the Ashique Exports Pvt Ltd. This study was also tried to find the
retailers satisfaction level.
The research design adopted for the study was descriptive research and the study
was conducted with a sample size of 50 retailers of Ashique exports. The sample was
taken from Calicut district. Data was collected through survey method. A well-structured
questionnaire was used to collect the primary data. Secondary data was collected from
internet sources, books and journals. The collected data was arranged in tables and was
converted into charts and graphs for analysis and interpretation. It was found that the
company has to improve their product design and quality, advertisement, distribution
system, pricing strategy and competition etc.

CONCEPTUAL MAP

RETAILERS
PPpeSATISFACTION

FACTORS

EFFECTS

Demand

Distribution

Profit margin

Quality
Durability

Market Share

CONCLUSION
SUGGESTION
FINDINGS

Post Customer
Purchase