a report on study of dealer satisfaction of various refrigerator in patna
TRANSCRIPT
“SURVEY FOR DEALER SATISFACTION OF VARIOUS REFRIGERATOR IN PATNA”
A REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT OF THE AWARDS OF THE HONORS
DEGREE IN BUSINESS MANAGEMENT.
UNDER THE GUIDENCE OF: COMPILED BY:
Mrs.Trishna Tanu Priyanka Gupta -03
Lecturer BBM Renu Kumari -42
Komal Singh -26
Smita Sinha -20
Eman Khan -79
DEPARTMENT OF BUSINESS MANAGEMENT
JANKI DEVI WOMENS COLLEGE
MAGADH UNIVERSITY
JANKI DEVI WOMENS COLLEGE
MAGADH UNIVERSITY
Supervisior’s CertificateDate: 18-06-2013
To Whom It May Concern
This is to certify that Ms. Priyanka Gupta, Ms. Renu Kumari, Ms. Komal Singh, Ms. Smita Sinha and Ms. Eman Khan of BBM-II (2012-2015) have completed the project work entitled SURVEY FOR DEALER SATISFACTION OF VARIOUS REFRIGERATOR IN PATNA under my guidence and supervision. The project submitted by them is genuine and during the course of the project they have acquired practical knowledge.
Project Supervisior
Mrs. Trishna Tanu
ACKNOWLEDGEMENT
We would like to take this opportunity to express our sincere thanks and gratitude to all those people without whose active support and encouragement , this project would not had been a success.
We express our sincere thanks to our principal for allowing us to be a part of this prestigious institution and this study over Patna.
We are grateful to the organization executive for making it possible for us to go under practical training.
Our special thanks to Mrs.Trishna Tanu for their valuable guidance and support throughout the survey .we are indebted to our lecturers who gave their valuable time in going through the entire man spirit and made valuable comments in completing this project work.
Last but not least we would like to thank all other people for their co-operation, valuable support and suggestion.
Priyanka Gupta
Renu Kumari
Komal Singh
Smita Sinha
Eman Khan
Patna,
CONTENTS
CHAPTERS
Chapter 1- Profile of the study
Objective of the study Research methodology Limitation of the study
Chapter 2- Core theme of the project
About dealer’s satisfaction About the survey
Chapter 3- Data Analysis and Interpretation
Chapter 4- Findings and conclusions
Bibliography
Questionaire
CHAPTER-1
PROFILE OF THE STUDY
Objectives of the study
Research Methodology
Limitations of the study
OBJECTIVE OF THE STUDY
The main objectives of the study are as following:
To study the nature of relationship between the dealers and respective companies producing refrigerator .
To find out the extent of dealers’ satisfaction with the distribution policies of respective companies.
RESEARCH METHODOLOGY
The primary data was collected by way of sample survey conducted among the refrigerator dealers in Patna.
The secondary data was collected from various periodicals, books, professors, websites etc.
The primary data was collected through a sample survey conducted in Patna market.
Stratified random sampling method was used to pick samples. The sample size was 28. The survey was conducted through personal interview based on a structured
questionnaire.
LIMITATION OF THE STUDY
The project had its own limitation. Some of them are as following:
Due to paucity of time, the universe of the study was limited to Patna market only.
Due to same reason, the sample size was too small. Dealers’ cooperation during interview was not upto the mark, because of
which their responses were brief and often incomplete.
CHAPTER -2
ABOUT THE DEALER SATISFACTION
ABOUT THE SURVEY
ABOUT THE DEALER SATISFACTION
Dealer apathy is common. Some manufacturers invest millions of dollars in promotion, but dealers, outwardly at least, are not only unimpressed but unmoved. Many dealers fail to see why they should tie in with the manufacturer’s promotion or provide extra push for the product. They feel, sometimes rightly, that the manufacturer wants more assistance from them than it is willing to extend and frequently these feelings trace to inadequacies in salespeople’s presentations. Under these circumstances, coordination of promotional efforts is difficult. The first step in overcoming dealer apathy is to identify the reason lying behind it. The second step is to take positive action to increase dealer selling effort.
Changing policies . It may be that inappropriate or outmoded sales policies are the cause of dealer apathy. Alert competitors may have adjusted their policies to the changing situation, while the company, whose dealers are apathetic, may have lagged behind. Management may have clung to policies for sentimental reasons. Bringing policies into line
with marketing conditions stimulates dealer effort. For example, automobile manufacturer once charged dealers for transportation expenses that were often fictitious- transportation charges were billed on the assumption that each car would be shipped from a central plant when actually it came from an assembly facility closer to
the dealer. These charges, known as “phantom charges”, were much criticized by dealers.
Sharing promotional risks with dealers. On analyzing the attitudes of dealers, the manufacturer sometimes finds that these outlets are not enthusiastic, because they are risking so little on the promotional program. Other dealers consider it unfair to show enthusiasm for any one promotional program, since so many manufacturers products are represented on their shelves. The manufacturer attempts to persuade dealers to invest time, effort, and money in promotional programs. Thus, manufacturers who would provide free point-of-purchase display materials to retailers charge for these materials, theorizing that retailers who risk their own fund will make good use of the displays and hence justify their costs. Whenever dealers have a stake, even a limited one, in the final results of a promotional program, they work toward making it successful.
Using Forcing Methods. To stimulate distributive outlets, manufacturers may use techniques that compel them to provide extra push for the product. These techniques, known as “forcing methods”, overcome distributors’ indifference by providing additional incentives. These incentives appeal to the distributive outlets, their salespeople, or final buyers.
Incentives to the distributive outlet. Dealers are offered special prices on larger-than-average orders, or a free case of the product for size of investment, thus putting them under more pressure to promote.
Incentives to ultimate consumer. Manufacturers of the convenience goods stimulate dealers indirectly by using force methods to promote purchase by ultimate consumer. These methods include
couponing, sampling, consumer contests, premium plans, “cents-off” promotion, and special introductory offers.
Developing Managerial Efficiency in Distributive Organization
The manufacturer, who frequently has access to superior managerial know-how, can search out improved methods for its dealers. The manufacturer recognizes that an important key to success lies in how dealers operate their businesses.
Dealer training programs. Management training programs for dealers are most beneficial when the products require considerable personal-selling effort. Dealer training programs are important, when the product’s unit price is high, trade-ins are common, the product requires demonstrations, and dealers’ recommendations play a major role in making sales.
Assistance in sales force management. To develop managerial efficiency in distributive organization, the sales executive’s role often is to improve dealer sale force management. Dealers are advised on sources and methods of recruiting new sales personnel.
Advice and assistance on general management problems. Many dealers do not manage their business soundly. They fail to reach sales volume and profit goals, even when the manufacturer provides them with well-planned promotion and selling support. To avoid dealer failures, some manufactures have programs for the evaluation and analysis of dealers and dealer selection processes.
Shelf-Allocation programs. Manufacturer of items sold through self-service retail outlets have a special interest in securing shelf space for their brands. One cereal company has a “shelf-allocation”, which purports to outline for retailers an ideal shelf arrangement for its entire breakfast cereal sections.
Missionary Sales personnel. Missionary salespeople provide services designed to improve relations with the distributive network. The role of missionary salespersons is particularly critical when they call on persons influencing but not making buying decisions. The manufacturer sets up a missionary sales force because its middlemen are not performing as it desires. The more effective missionary salespeople are as developers of managerial and selling skills, the sooner they can be reassigned to other duties.
ABOUT THE SURVEY
The survey on various dealers of Patna was an excellent experience. This survey was full of knowledge and experience .It has impacted us an oppurtunity to not only learn but to explore knowledge and gain it.
The departmental survey was achievement for us. we have learnt lot from this survey .It provide us an opportunity to explore knowledge and gain experience in marketing field. During the survey we visited various places of Patna ( income tax, Danapur, west boring road, Raja Bazar, South Gandhi Maidan, etc).We got a chance to deal with the dealer’s regarding their benefit from the companies. The questionnaire that was prepared by our group turned out to be very beneficial .Those question helped out to know the dealer view regarding their point of satisfaction. We almost visited every unit to see. The aim of the survey was dealer’s satisfaction by various brand, and their relationship.
This survey has enhanced our management skill and also provided us the oppurtunity to get full exposure .It gave us a platform to deal with the people which is a basic managerial skill. Thus this survey gave us new learning experience.
CHAPTER -3
DATA ANALYSIS AND INTERPRETATION
Questions:
1- Years of dealership?
Table 13
Si. no
Locality No. of years Percentage
1 Bailey road 39 39
2 Gandhi maidan
34 34
3 Boring road 13 13
4 Frazer road 11 11
5 Others 3 3
Total 100 100
Business
Employee
Studen
t
Profes
sional
Others05
1015202530354045
No. of RespondentsPercentage
Interpretation.
This above index and graph shows years of dealership.
2- Which brand of refrigerator do you deal in?
L.G WHIRLPOOL SAMSUNG GODREJ SONY OTHERS0
5
10
15
20
25
30
24
21 21
16
108
SalesSales
Interpretation.
This above graph shows the various brands of refrigerator dealers of Patna deal in.
3(a) - Out of all, which brand gives you maximum satisfaction?
L.G WHIRLPOOL SAMSUNG GODREJ SONY OTHERS0
5
10
15
20
25
Sales
Sales
Interpretation .
The above graph shows maximum satisfaction brands give to dealers.
3(b) - Why?
Good trade margin
Attractive consultancy
Training assistance
Management consultancy
Promotional assistance
Friendly behaviour
of salesman
Others0
5
10
15
20
25
30
35
40
13
811
811
36
13
SalesSales
Interpretation:
The above diagram shows the certain reasons why it is more satisfactory.
4(a) -Out of all brands, which gives you minimum satisfaction?
LG Whirlpool Samsung Godrej Sony Others0
5
10
15
20
25
30
35
40
1714 14
35
8
12
SalesSales
Interpretation:
This above graph shows which of the brand are least satisfactory to dealers..
4(b) - Why?
Poor marg
in
No sufficie
nt incen
tive
No man
agemen
t assi
stance
No promotional
assista
nce
Poor beh
aviour o
f the s
alesm
anOthers
0
5
10
15
20
25
30
35
1512
30
15
8
20
SalesSales
Interpretation:
This diagram shows the certain reasons why it is least satisfactory.
5- Please rank your following factors that constitute to your dealership satisfaction?
Trade m
argin
Other disc
ount
SP sc
heme
Dealers
hip train
ing
Mgt. co
nsulta
ncy
Local ad
vertisem
ent
Salesm
an beh
aviour
Other 0
5
10
15
20
25
30
2
75
17 16
10
15
28
SalesSales
Interpretation:
This diagram shows dealer’s choice of satisfaction provided by companies.
6- Which brand gives you the best trade margin?
LG Whirlpool Samsung godrej Sony Others0
5
10
15
20
25
30
35
21
14
30
15
810
SalesSales
Interpretation:
This above graph shows which brand is more forward towards giving best trade margin to dealers.
7- Which company incentive scheme is the best?
LG Whirlpool Samsung Godrej Sony Others0
5
10
15
20
25
30
17
21
24
17
13
8
SalesSales
Interpretation:
This above graph shows the brand which gives the best incentive to dealers.
8- Which company’s sales promotion are the best?
LG Whirlpool Samsung Godrej Sony Others0
5
10
15
20
25
21 21 21
15
12
9
SalesSales
Interpretation:
This above graph shows which brands initiate action towards sales promotion for dealers.
9- Which company dealership management training program is the best?
LG Whirlpool Samsung Sony Godrej Others0
5
10
15
20
25
30
19
25 25
14
7
SalesSales
Interpretation:
This above graph shows which brands are forward towards giving best training assistance to dealers.
10- Which company’s helps in your dealership promotion the best?
LG Whirlpool Samsung Godrej Sony Others0
5
10
15
20
25
30
20
24 24
15
11
7
SalesSales
Interpretation:
This above graph shows the companies do dealership promotion best.
11- Which company salesman behavior is the best?
LG Whirlpool Samsung Godrej Sony Others0
5
10
15
20
2522 22
15
19
11 11
SalesSales
Interpretation:
This above graph shows the interaction of salesman with dealers.
12- Which kind of incentive do you preferably want from the company?
In cash In kind0
10
20
30
40
50
60
70 65
35
SalesSales
Interpretation:
This above graph shows the preference of dealer’s.
13- If in kind of what type?
Gift Tour Certificate Others0
10
20
30
40
50
60 55
25
10 10
SalesSales
Interpretation:
This above graph shows dealer’s preference in kind.
14- Give other suggestion if any of the company to promote dealership satisfaction?
LG Whirlpool Samsung Godrej Sony Others0
10
20
30
40
50
60
20
62
50
2
20
SalesSales
Interpretation:
This above graph shows that there are some companies who are market leaders but they lack in initiative.
CONCLUSION OF THE PROJECT
The refrigerator brands mostly dealers of patna deal in. Brands which gives maximum satisfaction to dealers by certain
ways and vice-versa. Brand who are forward towards giving best incentives, trade
margins. Various brands which initiates action towards sales promotion for
dealers. Various brands who are forward towards giving training assistance
to dealers. The companies who do dealership promotion best. Behaviour of salesman towards dealers. This survey also frame that the companies who are leading brand
of market should take initative towards dealers benefit.
No manufacturer’s marketing program is complete if it lacks plans for securing and maintaining the cooperation of the distributive outlets. The fortunes of manufacture’s rise and fall with those of their dealers. If dealers succeed in selling the product, the manufacturer also succeed and vice-versa.
BIBLIOGRAPHY
1) MARKETING MANAGEMENT – 10th Edition
- Philip Kotler
2) MARKETING RESEARCH
- D.D. Sharma
