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About Retailing: Definition: One who sells goods or commodities directly to consumers? These items are purchased from the manufacturer or wholesaler and sold to the end user at a marked up price. An independent retailer is one who builds his/her business from the ground up. From the business planning stage to opening day, the independent retail owner does it all. He/she may hire consultants, staff and others to assist in the business endeavor. The opportunities are endless.

Advantages: There are no restrictions on whom, how or where an entrepreneur should set up his/her

business. The freedom to do what one wants to do is the biggest advantage in this form of business. It can be extremely fulfilling. Retailing includes all the activities involved in selling goods and 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.

Retailing consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user.

Etymology Retail comes from the French word retailer, which refers to "cutting off, clip and divide" in terms of tailoring (1365). It first was recorded as a noun with the meaning of a "sale in small quantities" in 1433 (French).

Types of retail outlets A marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world. In some parts of the world, the retail business is still dominated by small family-run stores, but this market is increasingly being taken over by large retail chains. Retail is usually classified by type of products as follows:

Food products Soft goods - clothing, apparel, and other fabrics. Hard goods ("hard line retailers") - appliances, electronics, furniture, sporting goods, etc.

There are the following types of retailers by marketing strategy:

Supermarkets- sell mostly food products; Department stores - very large stores offering a huge assortment of "soft" and "hard goods";

Discount stores - tend to offer a wide array of products and services, but they compete mainly on price;

General merchandise store- a hybrid between a department store and discount store; Warehouse store - low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee;

Variety store or "dollar store" - extremely low-cost goods, with limited selection;

Retailing process Successful retailers know that counting on past success to fuel future growth does not work. Companies that continue to gain market share are evolving with the changing marketplace and expanding into new areas. Continuous improvement is the path to competitive advantage. But many of these change initiatives are fraught with danger. New software solutions can provide great returns but can also cost millions of dollars and system implementations always contain some semblance of risk.

Process Excellence can be achieved by following four steps: 1. 2. 3. 4. Process Mapping Process Improvement Change Management Success Measurement

The Indian Retail Market Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million House holds in India have an annual income of over 45 lakh. While India presents a large market opportunity given the number and increasing purchasing power of consumers, there are significant challenges as well given that over 90% of trade is conducted through independent local stores. Challenges include: Geographically dispersed population, small ticket sizes, complex distribution network, little use of IT systems, limitations of mass media and existence of counterfeit goods.


FMCG industry, This industry is alternatively called as CPG (Consumer packaged goods) industry primarily deals with the production, distribution and marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) are those consumables which are normally consumed by the consumers at a regular interval. Some of the prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain, production and general management.

FMCG industry economy FMCG industry provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP).

Market potentiality of FMCG industry Some of the merits of FMCG industry, which made this industry as a potential one are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry.

Leading FMCG companies Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser, Unilever, Procter & Gamble, Coca-Cola, Carlsberg, General Mills, Pepsi Mars etc.

Job opportunities in FMCG industry FMCG industry creates a wide range of job opportunities. This industry is a stable, diverse, challenging and high profile industry providing a wide range of job categories like sales, supply chain, finance, marketing, operations, purchasing, human resources, product development, and general management.

Scope of FMCG The term FMCG refers to those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. This contrasts with durable goods or major appliances such as kitchen appliances, which are generally replaced over a period of several years. FMCGs have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. Some FMCGs such as meat, fruits and vegetables, dairy products and baked goods are highly perishable. Other goods such as alcohol, toiletries, pre-packaged foods, soft drinks and cleaning products have high turnover rates.

SWOT of FMCG Sector Strengths: Low operational costs Presence of established distribution networks in both urban and rural areas Presence of well-known brands in FMCG sector

Opportunities: Untapped rural market Rising income levels, i.e. increase in purchasing power of consumers Large domestic market- a population of over one billion Export potential High consumer goods spending

Weaknesses: Lower scope of investing in technology and achieving economies of scale, especially in small sectors Low exports levels "Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market.

Threats: Removal of import restrictions resulting in replacing of domestic brands Slowdown in rural demand. Tax and regulatory structure

FMCG Marketing Marketing is the planning and execution of the production, pricing, promotion and distribution of goods and services to create exchanges that achieve individual and business objectives. Put simply, marketing is about matching every part of your business with your customers so that: You meet their needs. They are aware that you meet their needs. They are motivated to buy from you. They are motivated to keep buying from you. If you dont achieve these outcomes, customers wont buy from you and you will go out of business. It wont matter if you make the best product in the world or if you are very good at bookkeeping and administration - poor marketers go out of business.

Sell the Benefits Customers wont buy from you if they cant receive benefits from doing so. Customers always ask: whats in it for me? when deciding whether to buy. For example, when a customer buys an 8mmdrill bit, they are not really interested in buying justa drill bit. More importantly, they are interested in buying the ability to drill 8mm holes. Customers are also interested in buying different levels of quality, capability (e.g. some drill bits can only drill timber whereas some can drill bricks and concrete) and price.

Items to consider in FMCG Marketing Advertising. Product range and mix of products. Price points. How products and services are sourced. Website. Brochure. Promotions. Events.

The Marketing Process of FMCg 1. 2. 3. Research your Market Environment Develop and Implement your Marketing Plan Review and Improve

1. Research your Market Environment Research your industry and your competitors and establish who your target customers (or target market) are for your goods or services. Only once you know: Who your customers are, what their needs are and how much they are prepared to pay. Who your competitors are what they sell and at what price/s. can you decide how to position your goods or services in your target market/s and develop a Marketing plan to achieve your goals?

2. Develop and Implement your Marketing Plan Marketing covers much more than just advertising goods or services. When developing your Marketing Plan, consider how you will use the elements of your marketing mix to attract customers, meet their needs and keep them coming back for more. The elements of the Marketing Mixare the four Ps: Product, Price, Promotion, Place (distribution)

3. Review and Improve After you have implemented your marketing plan, determine how well it has increased your sales and profits (review) and make any necessary improvements (improve). If your marketing plan is written down, it will be easier for you to see how your plan has performed and where improvements can be made. Where possible, establish goals and benchmarks so that you can identify more clearly how well your plan has worked and where improvements are necessary.

Overview of FMCG Sector in India Rs. 72000 Cores Industry One of the largest sectors in Indian Economy Huge untapped potential Growth continues despite the global slowdown A high profile industry Job security - Sustain Robust Growth no slowdown in consumer spending Numerous Opportunities, both urban and rural Quick experience Accelerating urban disposable income Strong educational qualifications acts an advantage

FMCG industry as a career A career in FMCG encompasses a large number of job roles. These are : Market Research Pricing Product Development Purchasing Advertising Brand Awareness FMCG is a sector where fresher's can gain excellent rewards if they work hard. FMCG products are those that move off the shelves in retail outlets very quickly.


Thai Group of Companies Thai Group is a leading company in Kerala with wide Business interest in the areas ranging from manufacturing of soaps, detergents, shampoos and garments to building materials, mining & processing, logistics and plantation. In todays relentless technological progress and economic advancement the impetus of quality comes from research and constant upgrading of products and services. Mr. PC Thahir is the founders of Thai Group in 1984 with interests in cement Marketing. Very rapidly, our portfolio broadened with FMCG. The marketing experience gained over these years stood us in good stead. As a logical extension of our initial success, we also grew into the manufacturing of consumer non-durables. Consequently, the first half of the 90s saw the launch of our laundry soap unit at Sultan Bathery in Wayanad, Kerala Now renowned as a tourist destination. Over an eventful two decades, the Thai Group has become leading conglomerate in Kerala. We are now poised for extending the THAI value chain to more products and services as well as encompasses the whole of south India. Thai Group engaged in various activities such as Manufacturing of Soaps, Detergents, cleaning solutions and Fabrics, Mining and pulverizing of limestone, marketing, Logistics, international trade, Information technology. Various entities are there under Thai Group to carry out these activities.

Various entities by Thai Group of Companies 1. Ashique Enterprises Ashique Enterprises is a partnership firm. Mr.PC Thahir is the managing partner and Mrs.Sakkeena Thahir is the working partner. It has a pervasive functional area. In association with India Cements Limited it distributes Cement in entire five districts of north Kerala. for more than last 15 years proving our capacity to bear any business risks in this field and gain considerable return. Distribution of the products manufactured by its sister concerns also performing by the firm throughout Kerala, Tamilnadu and Karnataka. Its registered office located at Thalassery.


2. Ashique exports Ashique exports is a private limited company formed and registered under companies Act 1956.It started its functioning during the year 1993.Mr.PC Thahir is the MD and Mrs. Sakkeena Thahir is the Director. This company engaged in manufacturing Toilet Soaps & Washing Soaps and Distribution of imported and indigenous Building materials. The factory is situated at 1/432 poothicaud Road poomala. P.O Sulthan Bathery it also engaged in software development and exporting to various countries in the Middle East. It is an example of the right vision of the management towards future.

3. Thai Impex (PVT LTD) Thai Impex is a private limited company. Mr.P.C Thahir is the managing Director and Mrs.Sakkeena Thahir and Ashique Thahir are the Directors. This is dealing with whole distribution of Imported and Indigenous tiles.

4. Ashique Chemicals & Cosmetics Ashique Chemicals & Cosmetics is a partnership firm established during the end of financial Year 2003-2004.This is engaged in manufacturing of Toilet Soaps & Washing Soaps, Distribution of imported and indigenous Building materials. Mr.Ashique Thahir is the Managing partner and Mr.Aghin Thahir is a working partner. The factory is situated at 1/432B Poothicaud Road poomala. P.O Sulthan Bathery.

5. Aysha Plantations Aysha Plantations is a division of Ashique Enterprises (Thai Group). This is spread over 800 Acres in Waynad district with own tea manufacturing plant; here we produce Tea, Coffee, Cardamom, Pepper, Ginger etc


6. Transworld mining Industries Transworld mining Industries is a Private limited company. Mr.PC Thahir is the Managing Director Mrs.Sakkeena Thahir and Mr.Ashique Thahir are the Directors. The operating area of which is production of Cem Powder. The Company owns huge deposit of limestone in Tirunelvely District of Tamilnadu. It mines the lime stone and pulverizing it to produce Cem powder. The factory is situated at Tirunelveli district of Tamilnadu.

7. Aghin Agro Food Industries Aghin Agro Food Industries is a Private Limited Company. Mr.P.C Thahir is the Managing Director and Mrs.Sakkeena Thahir is the Working partner. This company is engaged in manufacturing of Tea.

8. Aghin Roadways Aghin Roadways is Logistics Division of Ashique Enterprises. The Main office is situated at Coimbatore, Tamilnadu which providing transportation facility to India Cements Ltd throughout Kerala.

Core Purpose of Thai Groups To provide value products and services that satisfies our customers now, and in the future

Core Values of Thai Groups Work with a long-term view and treat the organization as our own. Take personal accountability for meeting business commitments. Strengthen the trust amongst suppliers, customers and ourselves Constantly apply the most beneficial ideas and methods


Products by Thai Group of Companies Soaps o Lexus o Oliva o Primebody o Iva o Gladys o Orchid o Jazz

Washing Soaps and Detergents o Sun plus o Dr.Wash o Gold 916 o Miss Gold Building products o Nako Tiles o Cem Powder


1.3 ABOUT THE STUDY This study is conducted to know the retailers perception and their satisfaction towards Dr.wash washing soap. Most of the studies are conducted to know the customer satisfaction and they give only the perceptions of the customers only. Here this study is an attempt to find what the retailers perception about the product, and how they are satisfied with the services offered by Dr.wash. Through which we can find out the unsaid sides of a product with the view point of a retailer. This study will help us to know how the retailers are attracting their customers and how the companies can use retailers to promote the products.



Primary Objective The primary Objective is a study on the dealers satisfaction with special reference to Dr.Wash washing Soap

Secondary Objectives To analyze the demand of Dr.Wash among various brands available in market To identify the factors which influence (positively and negatively) Dr.Wash Retailer perception about the Ashique Exports products

To find out the way of creating brand image

To study about the changes, that customer wants in the FMCG sector. To know about the quality, services, product range provided by Ashique Exports To suggest improvements to the sale of Dr.Wash in the district



As far as India is concerned the competition level in the FMCG industry has very high because it will have an existence till the end of the world. All major companies are striving hard and competing among themselves for surviving in the same industry. We can see high competition in all major areas from local manufacturers in their own territory with their own brand. There is a situation that they couldnt meet up the required production level when the demand of such brands get increased, but some of them may be having proper planning to improve their business by having effective strategic methods.

Ashique Enterprises started up their business as a single brand, and now they have grown as a company having a major influence in Kerala, so I selected the same company for my final project in Marketing.


1.6 LIMITATIONS OF THE STUDY Due to the constraints of time, the study was confined to Calicut city. That too limited to a certain areas of Calicut city. The sample was taken randomly(Convenience), therefore the shortcomings of the Convenience may also be present in this study The respondents replied may be biased in favor of their centers. While selecting the type of sampling, due to time and co-operation from the retailers we are unable to follow probability sampling. Its suitable to follow non probability sampling

The study is about perceptions of people. The findings are valid only for the present
time. These are not universally valid and are likely to change due to developments in the FMCG industry



a) A Study On Retailers About Bharath Rubber Industry Limited, products Madurai Author: G. Bharani Reg.No:90208601006

Abstract: The purpose of the Retailer Promotion research projects is to evaluate the current attitudes and perceptions of decision makers and to determine which rubber materials they use and why in the following markets. PCA Market Research also estimates the potential for rubber in various markets and applications..

b) An investigation of the retailer satisfaction management survey based research published between 1989 and 2000 Author: Ismail Sila, (Finance and Management Science, College of Commerce, University of Saskatchewan, Saskatoon, Canada), MalingEbrahimpour, (Roger Williams University, Gabelli School of Business, One Old Ferry Road, Bristol, RI, USA)

Abstract:There has been a plethora of published research related to retailer satisfaction management in the last few decades. However, very few studies focused on cataloging critical factors of retailer satisfaction management. One of the objectives of this literature review was to investigate the state of retailer satisfaction management by examining and listing various satisfaction factors identified based on survey studies conducted in different countries and published in a variety of journals over the past decade. An examination of 76 survey studies that used an integrated approach to retailer satisfaction showed that the satisfaction factors could be grouped under 25 categories. An analysis of the 347 survey based research articles published between 1989 and 2000 using these 25 factors as a framework revealed the most frequently covered satisfaction factors in the literature. Another goal of the paper was to analyse the objectives of these articles by year and type of journal they were published in to determine the trends in retail survey based studies and recommend future direction for research. The analysis showed that the objectives of the 347 studies could be grouped under six categories.


c) Retail service quality in context of CIS countries Author(s):Anupam Das, Vinod Kumar, Gour C. Saha Source: International Journal of Quality & Reliability Management Abstract: Purpose This research aims to examine the applicability of the Retail Service Quality Scale (RSQS) in retail stores in Kazakhstan, a country of the Commonwealth of Independent States (CIS) that is in the transition stage from a controlled economy to a market economy. This research also attempts to identify the dimensions and sub-dimensions that contribute to increasing the customer base. Design/methodology/approach A sample of 220 shoppers from department stores, discount stores, and supermarkets in Almaty city, Kazakhstan, was surveyed to examine the validity and reliability of the five dimensions (physical aspects, reliability, personal interaction, problem solving, and policy) and six sub-dimensions (appearance, convenience, promises, doingit-right, inspiring confidence and courteousness/helpfulness) of RSQS. The findings are crossvalidated hierarchically using confirmatory factor analysis (CFA). Step-wise regression methods are used to identify the dimensions and sub-dimensions contributing to increasing the customer base. Findings The research finds that the RSQS structure is a good fit in the Kazakhstan retail setting. The five dimensions and six sub-dimensions together provide significant usefulness in measuring the quality of retail services. The research also finds that while all the dimensions and sub-dimensions have a positive relationship, two dimensions (personal interaction, physical aspects) and one sub-dimension (inspiring confidence) are strongly related to increasing the customer base through return customers and word of mouth from satisfied customers. Research limitations/implications The present study does not distinguish applicability of the RSQS in the different formats of the retail store. Future research should examine the impact of the different retail formats in using the scale for measuring retail service quality. Practical implications Prospective and existing retail service providers who place a high priority on quality can use this instrument to track the high growth potential of the retail sector in CIS countries. It will help to measure their services and increase their customer base by targeting the appropriate dimensions and sub-dimensions.


Research methodology is a framework, a blue print for the research, which guide the collection and analysis of data. Research methodology is being framed in order to achieve the research objectives. it is and expression of what is expected of the research exercise in terms of result and the analytical input need to convert data into research findings. Research methodology minimizes the degree of uncertainly involved in the management decisions. Research lays the structure for decision-making

A. Sampling This is the Process of selecting a number of units for a study in such a way that the units represent the larger group from which they are selected. In other words it is measuring a small portion of something and then making a general statement about the whole thing

When the universe or population to be studied maybe too large or unlimited that it is almost impossible to reach all of them. Sampling makes possible this kind of study because in sampling only a small portion of the population maybe involved in the study, enabling the researcher to reach all through this small portion of the population.

B. Sampling technique Convenience sampling All the respondents were selected on random basis. So far every surveyed entity, the respondents are an essential prerequisite. For broader perspective the customers were contacted directly and by there association A standard questionnaire was prepared for the collection of data from the various respondents. The questionnaire was designed to keep objectives of the study with the aim of collecting important information for the study


C. Sampling Design The sampling has to be designed in the following steps. They may be

a. Target Population In this study we planned to concentrate on the retailers only. The retailers in the district of Calicut district for Dr.Wash Washing Cake is more than 2000 from among these 2000 retailers in Calicut district we choose a sample of 100 retailers in a random basis.

b. Appropriate sampling method There are two types of sampling methods probability sampling and non probability sampling.

c. Sample size The sample is a proportion (a certain percent) of the population and such sample is selected from the population by means of some systematic way in which every element of the population has a chance of being included in the sample. We can calculate the sample under probability sampling using the formula: N n= 1 + N (e)2

Where: n = Sample size N = Size of populatio e = Margin of error (It should not more than 5% but the 3% is an ideal one) Where the the size of total population is 2136 And we opt the margin level of errors be 3%


Hence the sample size become 2136 n= 1 + 2136 (0.03)2 = 730 Its not easy to conduct a survey in 730 retailers shop in a limited period of time so we can choose for non probability sampling

d. Size of sample is needed It is more on heterogeneous population, average responses would like to know by the manufacturer, and so large proportion will be needed from the population. The sample would be limited to 100 retailers.

D. Data Collection The decision-making must be objective and fact based in nature. This is achieved by collecting and analyzing appropriate data. Data may be broadly divided into two categories namely primary data & secondary data. The primary data are those data, which are collected for the first time by the organization, which having already been collected by some other agency but also can be used by organization under considering. Primary data may be collected by observation, oral investigation and questionnaire method. In this study, for primary data collection we have used questionnaire method. This is written and in organized format containing all question relevant to soliciting type, in which all questions and answers is specified and comments in the respondents own words are held to a minimum, the unstructured questionnaire is useful in carrying out in depth interviews where the aim is to probe for attitudes and reasons. For this study we are using structured questionnaire (and carry out the personal interviews with users and dealer. Sometimes we have carried out in-depth interviews and observe the situation to get more in depth information about the topic. In the structured personal interview method the information is likely to be more accurate and reliable because the interviewer can clear up doubts and cross check the respondents. Moreover this method is most flexible, no response is very low. Supervision & control is possible.


Primary Data Personally contacted the retailers along with the sales executives and the data were collected with the help of questionnaire. The questionnaire was so designed so as to contain appropriate no. of questions and to satisfy all the research objectives. The questionnaire contained both; close-ended and open-ended questions. Special care was taken to ensure that questions were simple & sequential Secondary data The secondary data was collected from catalogues, magazines, records and, websites, related to FMCG retail and the Toilet segments

E. Research type Type of Research: This research is descriptive in nature. Descriptive research includes surveys and face- finding enquires of different kind. The Major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables. The data collected here may relate to the demographic or the behavioral variables of the respondents under study.

F. Research Instrument: In the survey method I have used questionnaire as a research instrument this is written & organization format contemning the entire question relevant to solicited the required information. Because of its flexibility the data is collected from large population about their awareness attribute, opinion past present behavior to check that the questionnaire surveys the necessary purpose it should be tested as a limited scale and this is technically known as pilot survey. This questionnaire consist both single and multiple choices and some this close-ended structured question are easy to summarize and there is no scope for misinterpretation


Tools for Analysis After the collection of data from the parties concerned, each sample questions are classified, tabulated and then subjected to analysis. The tools used are. Simple Percentage analysis Chi Square Test Weighted Average Method



Data Interpretation & Graphical Presentation
In this study we cover 100 retailers in the city of Calicut.

Different responses are given by different person. Similarly we collect data from different retailors who are situated in different portions of Calicut.
This can be in tables and diagrams.

Table No: 4.1 Experience of the Retailers

Question: How many year you have been in this retail business?

Responses Below 5 years 5 10 years 10 20 years 20 and above Source: Questionnaire. Interpretation

Number of Responses 20 32 21 27

Percentage 20 32 21 27

In this Survey most of the retail outlets are between 5-10 years old. But as a comparative analysis we can find out that we have a balancing amount of stores which are selected for the survey are somewhat equal number of years in this retail business

The years of experience of survey is taken into account as they have different opinion about the service of the product delivering system. The opinion by a new retailer would have many differences from the opinion of the experienced person.


Chart No 4.1

Experience of the Retailers


Number of Retailers

30 25 20 15 10 5 0 Below 5Years 5- 10 Years 10 - 20 Years No of Stores

20 and Above

Experiece In Years


Table No 4.2

Dealing with the Product

Question: do you deal with the product Dr.Wash?

Responses Yes No

Number of Responses 89 11

Percentage 89 11

Source: Questionnaire.

Interpretation This survey is conducted Calicut the city from where the Thai Group of companies is developed. So the people in this city are considering Thai groups product as a homely product. This effect has been seen in this survey conducted in Calicut.

Dr.wash is new product, comparing to the other products of Ashique enterprises. Even then the retailers have welcomed this product in a warm manner.

We have given an option to the retailers that if they are not dealing with the product then explain the reason. For this the retailers are given their comments as their new entrance to the market and high price.


Chart No 4.2

Dealing with the Product

No, 11

Yes, 89


Table No 4.3

Dealing with other product of the same company

Question: Do you deal with any other ASHIQUE ENTERPRISES Products?

Responses Yes No

Number of Responses 97 3

Percentage 97 3

Source: Questionnaire.

Interpretation The same reason is happened here. This question is made with the intention to find out the stores whom are dealing with the Ashique enterprises product but not dealing with Dr.Wash. But the final results show that most of the retailers dealing with Ashique enterprises product deals with Dr.Wash, where 97%or retailers are dealing with the products other than Dr.wash.And some stores deals with only Dr.wash


Chart No 4.3

Dealing with other product of the same company


Yes No



Table No 4.4

Average sales per day

Question: What is your Average sales per day(In Rupees)

Responses Below Rs.5000 Rs.5000 Rs.10000 Rs.10000 Rs.15000 Rs.15000 above Not Responding

Number of Responses 10 37 16 19 18

Percentage 10 37 16 19 18

Source: Questionnaire.

Interpretation Most of the retailers in this city are doing average business so most of their business per day is between 5000- 10000 where 37% of retailers have the business of 5000- 10000. 10% of them only have a sales below 5000 rupees. Some retailers are dealing with 10000- 15000 16% of them having this range of sales.19% of retailers have a sales range of 15000 per day From among these retailers 18 of them did not respond to this question.


Chart No 4.4

Average sales per day

45 40 35

Number of Responces

30 25 20 15 10 5 0

Below 5000 5000- 10000 10000- 15000 15000- 20000 not responding

Sales in Rupees


Table No 4.5

Sale of Washing Soaps per day

Question: What is the Sales of Washing Soaps per day(Pieces)?

Responses Below 20 20 40 40 50 50 above Not Responding

Number of Responses 36 39 14 7 4

Percentage 36% 39% 14% 7% 4%

Source: Questionnaire

Interpretation This result shows that only few retailers can reach the level of 50 above soaps per day is sales is possible. But the average of 20- 40 per day is a comparatively good movement of FMCG products in a retail business. 36% responded below 20 soaps per day. At the same time a 39% soaps have been selling by 39% of them. There are only few who can sell 40- 50 soaps per day a 14% are able sell this range. And only 7% can able to sell beyond 50 soaps per day.


Chart No 4.5

Sale of Washing Soaps per day



30 20 10 0 below 20 20-40 40-50 50 and above Responses

Sales of Soaps Per day


Table No 4.6

Dr. wash sales in a day

Question: How much do you sell Dr. Wash per day in Pieces?

Responses Below 5 5 10 10 25 25 above

Number of Responses 56 39 9 2

Percentage 56 39 9 2

Source: Questionnaire

Interpretation Here the diagram shows that most of the retailers are selling below 5 Dr.wash soaps per day. But 39% of the sellers are dealing with an average between 5- 10 soaps per day.56% of them selling only below 5 Dr.wash soaps per day. 9% of them selling between 10- 25 soaps. And only 2% can reach the sales beyond 25%.


Chart No 4.6

Dr. wash sales in a day




40 30 20 10 0 Sales Dr.wash Sales Below 5 05 - 10 pieces 10- 20 pieces 20 above


Table No 4.7

Source of Stock

Question: Source of Dr.Wash to your Stock?

Responses Direct from company Distributors Whole Sale Not Responding

Number of Responses 83 7 6 4

Percentage 83 7 6 4

Source: Questionnaire.

Interpretation A huge number of retailers are getting stock from the company vehicle. As they found it safer and time saving. 83% of retailers are getting from the company vehicle. And 10% are depending on the wholesalers and distributors.7% of them getting stocks from the Distributors, and 6% of them from whole sellers. Where, 4 of them did not respond to this question.


Chart No 4.7

Source of Stock

100 80


60 40 20 0 Direct from company Distributors Sales, 4 Whole Sale Not Responding



Table No 4.8

Opinion on Service

Question: What is your Opinion towards Dr.Wash and its service?

Responses Excellent Good Average Poor Very Poor

Number of Responses 29 53 15 3 0

Percentage 29 53 15 3 0

Source: Questionnaire.

Interpretation The opinion of the product is greatly high and their services are the key to their success. Before launching Dr.Wash they have introduced many FMCG products in the market. The wide acceptance of Dr.wash is because of their previous services to their products they still continue to give the same treatment for Dr.Wash also. It is reflects in their opinion of the services by Dr.wash. Here 53% of the respondents are gave a reply of good service by the Dr.wash. But 15%are states that only an average service. 29%are states that an excellent. And only 3% says poor services by the retailers


Chart No 4.8

Opinion on Service

Series 1
60 50


40 30 20 10 0 Excellent Good Average Series 1, 3 Poor



Table No 4.9

Consumer Awareness on the Locality

Question: The consumers awareness about Dr. Wash in your locality?

Responses Hugely Aware Large Enough To Some Extend Not aware

Number of Responses 13 63 22 1 0

Percentage 13 63 22 1 0

Source: Questionnaire.

Interpretation Consumers are aware about the product very largely as the retailers can explain in the terms that they are mostly ask for Dr.wash if they come for a purchase as it shows the consumer awareness. The logic behind of asking the consumer awareness with the retailers is they can know the pulse of the consumer very directly with their frequent purchases. The consumer awareness in the locality is as the follows. Where 63% people are largely aware and 22% people enough aware only 13% hugely aware about the product and only 1 % are aware upto some extend.


Chart No 4.9

Consumer Awareness on the Locality

Awareness about the Product

Number of Responses
80 60 40 20 0 Hugely Aware Largely Enough Awareness

upto Some Extend

not aware



Table No: 4.10

Consumer Choice in the Area

Question: Your opinion about the consumer choice towards the Dr. Wash?

Responses Excellent Good Average Poor Very poor

Number of Responses 9 72 19 1 0

Percentage 9 72 19 1 0

Source: Questionnaire.

Interpretation The Consumer choice is found out by any special preference for the consumers towards any particular product. The retailers are asked for the consumer choices in their locality they are answered on the basis of the frequency of purchase, Special requirements for any product, continuously buying the same product are take into account Here most of the retailers are given a response of good consumer choice in their area. A 72% of area people having good consumer choice as they are well known to the product to their requirement. Only a 9 % Retailers are ranked the consumers are excellent on their choice. 195% are said their consumer choice as average. The most important thing in this survey is the retailers response about poor or very poor consumer choice is very low. Which shows the consumer choice and their awareness is very much high in Calicut. Because their shopping mentalities have been developed through shopping festivals and etc


Chart No 4.10

Consumer Choice in the Area

80 70 60


50 40 30 20 10 0 Excellent Good Average Poor Very poor

Consumer Choice


Table No 4.11

Advertisement and Consumers

Question: Do you think advertisement helps to increase the customer attraction towards the product

Responses Strongly Agree Agree Disagree Strongly Disagree

Number of Responses 25 53 19 6

Percentage 25 53 19 6

Source: Questionnaire.

Interpretation This question is very relevant with respect to Dr.Wash washing cake. Because the advertising strategy which adopted by Dr.wash is not very much depending on the advertisement up to 2005. They dint advertised largely through newspapers and televisions.at the first stage of the Dr.wash they adopted the strategy of direct selling with direct marketing only. In this survey most of the retailers are agree with the importance of advertisement.52 % are agreeing with the importance of advertisement. And 24% of people believe it is a compulsory for the success of the product. Even it is important to survive in the market. But a small group of people but not less than 24% are not agreeing with this statement. 18% of them disagree with the importance of advertisement and 6% are strongly against advertisement. As their opinion they believe in the product quality, price, and the mouth publicity matters.


Chart No 4.11

Advertisement and Consumers


60 50


40 30 20 10 0 Strongly Agree Agree Disagree Sales

Strongly Disagree



Table No 4.12

Pricing of the product

Question: How do you feel the pricing of Dr. Wash?

Responses Excellent Good Average Poor Very Poor Not respond

Number of Responses 7 36 27 17 0 12

Percentage 7 36 27 17 0 12

Source: Questionnaire.

Interpretation The time this survey was conducted Dr.wash have increased their product price from Rs.16 to Rs.18. so the responses of the retailers are influenced this survey very hugely.Their opinion about the pricing of the product was not up to the good marks. The responses about the pricing of Dr.wash by the retailers are not much good. Because there have been a recent price changes made to the product which affected the retailers responses. Where in this survey only 7% people says it is an excellent [ricing for this product and only 37% people says it is good pricing for Dr.wash. But 27% of the respondents have an opinion of an average pricing is prevails in the market which compare with the other washing soaps in the market. But 17% says it is poor pricing and 12% dint response to this question.


Chart No 4.12

Pricing of the product

40 35 30 25 20 15 10 5 0 Excellent Good Average Poor Pricing


Very Poor

Not respond

Opinion on Pricing


Table No 4.13

Differentiate the service with competitors

Question: How do you differentiate the Service of Dr.wash with other companies

Responses Quality Demand Brand Image Time Delivery Promotion Support Margin /Discount Other

Number of Responses 70 30 23 6 15 16 2

Percentage 70 30 23 6 15 16 2

Source: Questionnaire

Interpretation As per the request of the retailers we provide the multiple check facility for this question as they cant simply give only one answer. So they give answer in a multiple check answers. This question would help to understand the competitor analysis. Where the competitors stand and where the product is. And it would help to find out the advantages over the other product in the market and the disadvantages too. In these survey 70 respondents states that the quality of Dr.Wash makes difference with other washing soaps in the market. Demand and brand image was only 30 people said Promotion support and margin is the opinion for only 15 retailers.


Chart No 4.13

Differentiate the service with competitors

Competitor Comparison
70 60


50 40 30 20 10 0



Table No 4.14

What retailers look for

Question:What kind of promotional Strategies/new services to be adopted by Dr.wash?

Responses Margin Gifts Coupons Other

Number of Responses 32 30 5 33

Percentage 32 30 5 33

Source: Questionnaire.

Interpretation This question is included to know what the retailers looking forward from the company as well as from the part of the products. This is to identify that whether the retailers are satisfies with the margin and promotional support or not. Anything which they have to be given etc. For the option others they have given examples of display contests, small scale advertisements in the shops etc., The answer for this question is mostly the retailers wants more margin and gifts. They got 32% and 30% respectively by the respondents. And they most of them have suggest 2 methods like. Display contests and small advertisements to the shops etc.And only 5% wand coupons or discounts.


Chart No 4.14

What retailers look for

Margin Gifts Coupons Display Credit Advertisements

5% 30% 9% 32% 18% 5%



Table No 4.15

Word of mouth advertisement

Question: Do you think word of mouth ad has an impact in the improved sales in the washing soaps

Responses Strongly Agree Agree Disagree Strongly Disagree

Number of Responses 36 47 1 6

Percentage 36 47 1 6

Source: Questionnaire

Interpretation Word of mouth advertisements or mouth publicity. Have a great impact in the toilet segments and washing soaps because they have been developed its market not through great advertisements but its developed through the opinions of the persons who uses it. a well satisfied customer is the better advertisement here we look for the opinion about the mouth publicity for washing soaps Here we can see that 52% more than half of the retailers are supports the mouth publicity of the products than advertisements. Only 1% of people disagreeing with it but a 7% of people strongly disagree with the mouth publicity than advertisements. They still believe that advertisement is the key for success. And 40% of people agreeing with it


Chart No 4.15

Word of mouth advertisement

50 40 30 20 10 0 Strongly Agree Agree Sales 1 6 Sales Disagree Strongly Disagree 47 36


Table No 4.16

Cross Selling

Question: Do you use the technique of cross selling with Dr.Wash?

Responses Always Sometimes Only When At needed Never Not responding

Number of Responses 0 10 12 75 3

Percentage 0 10 12 75 3

Source: Questionnaire.

Interpretation Cross selling means selling a product using the goodwill and high market value of any other product. Mostly it happens as a gifts or offers to the consumers. This question is asked to know whether any retailers uses this method to sell any other product and it will helps to know the marketability of the product. Here the retailers responds about cross selling is 75% of them never use this technique of cross selling. And 12% says that they use this technique only when at needed. 10 % of the uses it sometimes. But 3% of them not responding to this question of cross selling.


Chart No 4.16

Cross Selling

Series 1
80 70 60


50 40 30 20 10 0 Always Sometimes Only When At needed Cross Selling

Series 1


Not responding


Table No 4.17

Differentiation with other products

Question: How do you differentiate Dr. Wash with other Washing cakes in the Market

Responses Pricing Demand Quality Promotion

Number of Responses 9 33 48 13

Percentage 9 33 48 13

Source: Questionnaire.

Interpretation In this survey, this question is about the differences of Dr. Wash with other product in quality, demand, promotion and pricing. Here this question is asked to know the retailers personal opinion about the product. Most of the respondent says that, they are attracted with the quality of Dr.wash. nearly48% of them backs the quality 33% says they are attracted to the demand of the product.13 of them is attracted to the promotion and 9% supports pricing


Chart No 4.17

Differentiation with other products

60 50 40 30 20 10 0 Series 1


Pricing 9

Demand 33

Quality 48

Promotion 13


Table No 4.18

Satisfaction level

Question: Your satisfaction with the services offered by Dr.wash

Responses Excellent Good Average Poor

Number of Responses 10 63 25 2

Percentage 10 63 25 2

Source: Questionnaire.

Interpretation Here is the final question of the satisfaction of the retailers, where they are directly asked to answer their satisfaction level. This satisfaction level can identifies how much a retailer is satisfied with the product Dr. wash as well as the services offered by the company to the retailers. Here the satisfaction levels of retailers are good enough for a product. Where 68% responds with a good level of satisfaction. And 19% stands with average satisfaction. 9% says excellent satisfaction and 2% says poor


Chart No 4.18

Satisfaction Level










0 Excellent Good Opinon Average Poor


Table N: 4.19

Problem Solving

Question: In case of any problem relating to the sale of Dr.Wash, your opinion about Ashique Enterprises help to solve the problem

Responses Excellent Good Average Poor

Number of Responses 57 39 3 0

Percentage 57 39 3 0

Source: Questionnaire.

Interpretation Many retailers would have complaints regarding the product and credit sytem of the products etc.,they always seeks for the better solution from the producers them selves. This question is included to know the retailers opinion about the dr.wash product in solving these problems. Solving of any problems happened to the retailer is excellent. This is the openion by the retailers about this question. 57 people says excellent sevice. 39% says good and 3% only backs average. And there are none says that a poor opinion


Chart No 4.19

Problem Solving








0 Excellent Good Average Poor



Chi-Square Test Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. For example, if, according to Mendel's laws, you expected 10 of 20 offspring from a cross to be male and the actual observed number was 8 males, then you might want to know about the "goodness to fit" between the observed and expected. Were the deviations (differences between observed and expected) the result of chance, or were they due to other factors. How much deviation can occur before you, the investigator, must conclude that something other than chance is at work, causing the observed to differ from the expected? The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result. The formula for calculating chi-square =(o-e) 2/e O E = = observed values Expected values

The chi-square is one of the most popular statistics because it is easy to calculate and interpret. There are two kinds of chi-square tests. The first is called a one-way analysis, and the second is called a two-way analysis. The purpose of both is to determine whether the observed frequencies (counts) markedly differ from the frequencies that we would expect by chance. The observed cell frequencies are organized in rows and columns like a spreadsheet. This table of observed cell frequencies is called a contingency table, and the chi-square test if part of a contingency table analysis. The chi-square statistic is the sum of the contributions from each of the individual cells. Every cell in a table contributes something to the overall chi-square statistic. If a given cell differs markedly from the expected frequency, then the contribution of that cell to the overall chi-square is large. If a cell is close to the expected frequency for that cell, then the contribution of that cell to the overall chi-square is low. A large chi-square statistic indicates that somewhere in the table, the observed frequencies differ markedly from the expected frequencies. It does not tell which cell (or cells) are causing the high chi-square...only that they are there. When a chi-square is high, you must visually examine the table to determine which cell(s) are responsible. When there are exactly two rows and two columns, the chi-square statistic becomes inaccurate, and Yates correction for continuity is usually applied. Statistics Calculator will automatically use


Yates correction for two-by-two tables when the expected frequency of any cell is less than 5 or the total N is less than 50. If there is only one column or one row (a one-way chi-square test), the degrees of freedom is the number of cells minus one. For a two way chi-square, the degree of freedom is the number or rows minus one times the number of columns minus one. Using the chi-square statistic and its associated degrees of freedom, the software reports the probability that the differences between the observed and expected frequencies occurred by chance. Generally, a probability of .05 or less is considered to be a significant difference. A standard spreadsheet interface is used to enter the counts for each cell. After you've finished entering the data, the program will print the chi-square, degrees of freedom and probability of chance. Use caution when interpreting the chi-square statistic if any of the expected cell frequencies are less than five. Also, use caution when the total for all cells is less than 50.


Chi Square test is conduct to analyze the relation ship of experience in retail business with the sales volume per day

Null Hypothesis (H0): There is no significant difference between experiences in retail business with Sales volume per day Cross Table

Sales Volume per day Experience 0 - 10 10 to 20 20 - more Total Chi-square =(o-e) 2/e Degrees of Freedom: (R-1) x (C-1) Here we have 3 rows and 4 columns (3-1) x (4-1) =2x3=6 Level of Significance = 5% = 0.05 Less than 5000 6 1 3 10 5000- 10000 21 7 9 37 1000015000 12 1 3 16 15000 and above 5 8 6 19 Total 44 17 21 82

The Table Value will be 12.59


O 6 21 12 5 1 7 1 8 3 9 3 6

E= (R*C)/100 440 1628 704 836 170 629 272 323 210 777 336 399

E= (R*C)/100 100 100 100 100 100 100 100 100 100 100 100 100

E 4.4 16.28 7.04 8.36 1.7 6.29 2.72 3.23 2.1 7.77 3.36 3.99

(O-E) 1.6 4.72 4.96 -3.36 -0.7 0.71 -1.72 4.77 0.9 1.23 -0.36 2.01

(O-E) 2 2.56

(O-E) 2/E 0.58181818

22.2784 1.36845209 24.6016 3.49454545 11.2896 1.35043062 0.49 0.5041 2.9584 0.28823529 0.08014308 1.08764706

22.7529 7.04424149 0.81 1.5129 0.1296 4.0401 0.38571429 0.19471042 0.03857143 1.01255639 16.9270658

(o-e) 2/e = 16.93 Is calculated value,

INTERPRETATION: Hence the calculated value 16.93 is larger than the table value 12.59.so the null hypothesis is rejected and accept the H1 hypothesis. Since the null hypothesis is rejected we can conclude that there is significance difference between experiences and sales volume.


Weighted Average Weighted average Rank 1 Pricing Customer Choice Service Satisfaction 12 8 29 8 Rank2 42 62 53 63 Rank 3 29 19 15 20 Rank 4 17 11 3 2

Weighted Average: (R1 x 4+ R2 x 3 + R3 x 2 + R4 x 1)/10 Rank 1 Pricing Customer Choice Service Satisfaction 12 8 29 8 Rank2 42 62 53 63 Rank 3 29 19 15 20 Rank 4 17 11 3 2 Weighted Average 24.9 26.7 30.8 26.3 4 2 1 3 Rank

According to this Service got the highest weighted average of 30.8 hence it is ranked 1 Customer choice has got 26.7 and ranked 2nd Satisfaction got an average of 26.3and ranked 3rd Pricing got the least average of 24.9 hence it is ranked 4th


Figure 4.20 Weighted Average:



50 Pricing Customer Choice 30 Service Satsfaction 20 10 0 Rank 1 Rank2 Rank 3


Satsfaction Service Customer Choice Pricing Rank 4


The study elicits that majority of the retailers are maintaining optimum product availability. The study reveals that Dr.Wash is providing good awareness about the Product. The study Shows that majority of the retailers are satisfied with stock availability. The study found that company is providing lesser credit policies to the retailers of Calicut district. The study reveals that majority of the retailers are not satisfied with discount percentage offered by company. The Study says that Retailers are satisfied with the quality of the product Dr.wash. The study reveals that a large population is aware about the product Dr. wash in the district. The study elicits that the retailers are not satisfied with the pricing policy of Dr.wash.


6. RECOMMENDATIONS The company can perform a detail demand survey at regular interval to know about the unique needs and requirements of the retailer. It is suggested that the company can develop a proper feedback mechanism process in terms of identifying and implementing the retailer suggestions. The company may focus of lunching more sachet packets and 10 rupees products. It is recommended that the company may improve promotional activities in terms developing the brand awareness among the rural retailers It is better to the company to develop an effective add campaigns so that retailers & customers may get good awareness of the company brands. .The Company can increase the advertisements in television and news papers. The Pricing of Dr.wash should be based on the expert opinion survey conducted on retailers as well as the consumers.


We must profitably achieve our business objectives by retaining current Dealers, Consumers and gaining new one by continually meeting and exceeding their needs and expectation. So, continuous Dealers and consumers satisfaction measurement is essential. This study is aimed to measure retailers satisfaction towards Dr.wash washing soap and the study provides a lot of suggestions. If the organization thoroughly studies the suggestion and implements the suggestions, then, there is no doubt that it would always remain satisfying the Consumers as well as Dealers. It would be able to attract some more loyal Dealers and consumers of the competitors.

The marketing Strategies adopted by Dr.Wash is excellent. But somehow they have to review some portion of their strategies and methods especially in pricing and advertisement as they have got many improvable suggestions by the retailers. Even though without much advertisements they still being a tough competitors in the markets of Kerala.