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Abstract-The
I.
INTRODUCTION
Direct marketing is where the goods are sold directly from the
product direct to the customer. A producer does not have to
share its profit with intermediaries and so it is a low cost
channel. The producer controls the whole marketing process
and as a result can protect and maintain its brand image.
Customers are increasingly using direct sales though the
internet and can purchase from the comfort of their own home.
However, it can be expensive to set up these channels and all
the cost of distribution such as storage and damage rest on the
producer. In addition, a recent trend is for customers to search
online for products and then purchase them physically from
outlets after making comparisons on price.
Distribution channels, i.e. marketing channels are being
developed in contemporary conditions of concentration,
internationalisation and globalisation processes. New
structures of vertical marketing systems are thus created. The
expansion of large retail chains from developed countries into
economically underdeveloped countries is very dynamic at the
moment. The process is supported by the explosive
development of IT, as well as by certain trends on the
international geopolitical scene.The importance of distribution
channels is analysed both for individual economic operators,
i.e. groups and for the aggregate national economy. These
types of analyses start with the share of big firms and groups,
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IRACST International Journal of Commerce, Business and Management (IJCBM), ISSN: 23192828
Vol. 3, No. 5, October 2014
OBJECTIVE:
HYPOTHESIS
Ho: Quantity ordered every time has no impact on the retailers
satisfaction
H1: Quantity ordered every time has impact on the retailers
satisfaction
IV.
RESEARCH DESIGN
The research design adopted for the study is
descriptive design. The researcher has to describe the present
situation in order to know the level of effectiveness of
distribution system. Hence descriptive research study is used
and includes survey and fact finding Enquirer. The Sampling
technique used was Simple Random Sampling method. Data
as collected from 100 retailers from Wayanad district, Kerala.
For the purpose of this study, data were collected from both
primary as well as secondary source. Primary data was
collected through questionnaires distributed to the retailers and
through observation. Secondary data were collected from
internal and external sources. Internal sources include
information from company records. External sources are
internet, newspapers text books and through web sites.
To analyze the data the following statistical tools were used.
Percentage analysis
Chi square
V.
DATA ANALYSIS
Highly
satisfied
satisfied
Neither
satisfied
nor
dissatisfied
dissati
sfied
Highly
dissatisf
ied
Quality
60
28
At time
63
24
Delivery time
58
18
17
Availability of
products
Billing facility
55
28
11
50
41
Customer
service
56
24
10
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IRACST International Journal of Commerce, Business and Management (IJCBM), ISSN: 23192828
Vol. 3, No. 5, October 2014
CHART NO: 2
CHART NO: 1
INTERPRETATION:
From the above Table and, it is clear that most of the
retailers are highly satisfied to Quality of products, Time,
Availability of products, billing facility and Customer service
of distributors. When we analyze the quality of service offered
by the distributors to the retailers, we can see that most of the
retailers have agreed that their distributors are providing a
good service to them. When we analyze the pricing policy of
retailers, i.e.; the price at which the distributors offer products
to retailers, we can see that majority of retailers have agreed
that the distributors offer product at a reasonable rate. The
third variable of the study is delivery time, whether the
distributors are able to provide the goods ordered on time.
When we analyze the data we can see that majority of
respondents have agreed that they receive their goods ordered
on time. Fourth important variable is availability of products,
i.e.; whether the distributors are able to provide different
varieties of products/brands to retailers. We can see that
majority of the retailers have agreed that their distributors are
able to provide a wide variety of goods. Fifth important
variable is the billing facility, i.e.; whether the distributors are
able to provide correct bills and other services. We can see
that majority of the retailers are satisfied with the billing
facility provided by the retailer. The sixth important variable
of the study is the customer service, ie; whether the
distributors are providing a good service to their retailers. E
can see that most of the retailers have agreed that their
distributors are providing a good customer service to their
retailers.
b) CRITERIA FOR CHOOSING DEALERSHIP
Here we are studying what are the criterias that each retailer
consider while selecting a distributor.
Sl.
No.
1
2
3
4
5
Options
Discount
Company
dealings
Availability of
goods
Delivery time
Others
Total
No. of
Respondents
% of
Respondents
5
35
5
35
35
35
25
0
100
25
0
100
INTERPRETATION:
From the above table its evident that majority of the
respondents are choosing distributors because of their dealings
and availability of products. We can see that retailers have
marked both of the variables in the ratio of 35 percent each. 25
percent of respondents choose distributors because of accurate
delivery time. Only five percent of respondents recorded that
they are giving importance to discount given by the
distributor. None of the respondents indicated any other
factors that influence their criteria for choosing dealership.
c)
Qty
Ordered
Extremely
satisfied
Satisfied
Dissatisfied
10
Neither
satisfied nor
dissatisfied
1
Extremely
Dissatisfie
d
0
Every time
Most of the
time
Half
the
time
Sometime
35
Never
20
60
10
10
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IRACST International Journal of Commerce, Business and Management (IJCBM), ISSN: 23192828
Vol. 3, No. 5, October 2014
13.57
-1.57
2.4649
0.1816433
16
16.52
-0.52
0.2704
0.016368
19
19.47
-0.47
0.2209
0.0113457
6.49
2.51
6.3001
0.9707396
2.95
0.05
0.0025
0.0008475
7.13
-1.13
1.2769
0.1790884
8.68
0.32
0.1024
0.0117972
13
10.23
2.77
7.6729
0.7500391
3.41
-2.41
5.8081
1.7032551
1.55
0.45
0.2025
0.1306452
2.3
2.7
7.29
3.1695652
2.8
0.2
0.04
0.0142857
3.3
-2.3
5.29
1.6030303
1.1
-0.1
0.01
0.0090909
0.5
-0.5
0.25
0.5
TOTAL
9.2517412
X = (O-E) / E = 9.2517412
Number of Degree Of Freedom:
Ndf = (row-1) (column-1)
(4)
(4) = 16
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marketing and supply chain activities.
Journal of Marketing - Theory and Practice, 6 , 4150.
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chain management: A historical perspective and
practical guidelines. Industrial Management & Data
Systems, 99 , 11-17.
Keskinocak, P., & Tayur, S. (2001). Quantitative
analysis for internet-enabled supply chains.
Interfaces, 31 (2), 70-89.
Chopra, S., & Meindl, P. (2001). Supply chain
management: Strategy, planning, and operation.
Upper Saddle River, NJ: Prentice-Hall.
Banerjee, R. and Maiti, M. FMCG Cos Ask Retail
Chains to Clear Dues, the Economics Times , 11th
Nov 2008, Pg 1.
Kucuk, SU. Can Distribution Explain Double
Jeopardy Patterns?, International Journal of Retail
and Distribution Management, Vol 36, Issue 5, 2008,
p 409-425.
Sarangpani, A. and Mamatha, T. Rural Consumer
Behavior with Regard to Selected FMCGs
Consumption Patterns and Brand Usage: A Study,
the ICFAI University Journal of Brand Management,
Vol V, No 3, 2008, p 22-61.
INTERPRETATION
Ho is accepted since the calculated value of X(9.2517412)
less than the table value of X (26.296). Thus quantity ordered
every time has no impact on the retailers satisfaction.
VI.
CONCLUSION
The study as carried out to measuring the effectiveness of the
services provided by distributors in terms of responsiveness,
reliability, empathy, assurance and tangibles. It was found that
the overall perception about the service quality of distributors
is quiet high. Distributors are making use of all available
resources and focusing on building long term relationship with
the retailers. Retailers are highly satisfied to Quality of
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