Part-I.

Part-II.

Part-III.

Part-IV.

Prefatory Part
(i)

Certificate

(ii)

Self Declaration

(iii)

Acknowledgement

(iv)

Preface

Company Profile
(i)

Brief Company Profile

(ii)

Product Profile

(iii)

History of Organisation

Glance at Retailers and Consumers Perception

(i)

Introduction to Marketing & Consumer Perception

(ii)

Introduction to Retailer Perception

Project Research
(i)

Research Problem and Objectives

(ii)

Research Methodology

(iii)

Findings of Retailer Survey

(iv)

Conclusions of Retailer Survey

(v)

Findings of Consumer Survey

(vi)

Conclusions of Consumer Survey

(vii)

Suggestions

(viii) Limitations of Report

Part-V.

Annexures
(i)

Questionnaire for Retailers

(ii)

Questionnaire for Consumers

(iii)

Bibliography

A WORD ABOUT RETAILING

Retailing includes all the activities involved in selling goods or services directly to
final consumers for personal, non-business use. A retailer or retail store is any
business enterprise whose sales volume comes primarily from retailing.
Retailer is middleman who owns the title of products and resale them to the final
consumers. Retailer is one of the main link 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.

Retailer is the main point where a company can follow push and pull strategy in
marketing. Reasonable sales incentives, fair treatment, proper discounts and other
required allowances to the retailers proves to be a tool to boost sales and motivate
retailers which ultimately enhance the building of brand image.

RETAILER PERCEPTION
A Retailer percept the products from many points. The companies which offer
maximum profits to Retailer, provide better Sales Promotion Schemes, treat fairly etc.
are winners.
A retailer also percepts the products is same way as consumer does but with a slight
differences in use of products. A consumer percept the product from the point of view
for final consumption but retailer does percept the product with a view to maximize
his profits. The perception process of retailers also consists of the components like
retailer imagery, perceived product quality, perceived service quality, retailers attitude
and all what a consumer perception consists.

WHAT IS PERCEPTION ?
Perception can be described as how we see the world around us. Two individuals
may be subject to the same stimuli under apparently the same conditions, buy how
they recognize them, select them, organize them, and interpret them is a highly
individual process based on each persons own needs, values, and expectations.

Perception is defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world. A stimulus is
any unit of input to any of the senses. Examples of stimuli (i.e., sensory input) include
products, package, brand names, advertisements, and commercials. Sensory receptors
are the human organs (the eyes, ears, nose, mouth and skin) that receive sensory
inputs. Their sensory functions are to see, hear, smell, taste and feel. All of these

functions are called into playeither singly or in combination in the evaluation and
use of most consumer products. The study of perception is largely the study of what
we subconsciously add to or subtract from raw sensory inputs to produce our own
private picture of the world.

DYNAMICS OF PERCEPTION
Human beings are constantly bombarded with stimuli during every minute and every
hour of every day. The sensory world is made up of an almost infinite number of
discrete sensations which are constantly and subtly changing. According to the
principles of sensation, such heavy intensity of stimulation should turn off most
individuals, who would subconsciously block the receipt of such a heavy
bombardment of stimuli. Otherwise the billions of different stimuli to which we are
constantly exposed might serve to confuse us totally and keep us perpetually
disoriented in a constantly changing environment. However, neither of these
consequences tends to occur, because perception is not a function of sensory input
alone. Rather, perception is the result of two different kinds of inputs that interact to
form the personal picturesthe perceptionsthat each individual experiences.
One type of input is physical stimuli from the outside environment ; the other type of
input is provided by individuals themselves in the form of certain predispositions (e.g.
expectations, motives, and learning based on previous experience). The combination
of these two very different kinds of inputs produces for each of us a very private, very
personal picture of the world. Because each person is a unique individual, with unique
experiences, wants, needs, wishes, and expectations, it follows that each individuals
perceptions are also unique. This explains why no two people see the world in
precisely the same way.
Individuals are very selective as to which stimuli they recognize, they organize the
stimuli they do recognize subconsciously according to widely held psychological
principles, and they give meaning to such stimuli (i.e. they interpret them)
subjectively in accordance with their needs, expectations, and experiences.

Three aspects of perception are selection, organization and interpretation of

stimuli.