AMBER – ABBS Management Business and Entrepreneurship Review

D. Ravindran ¹, Arul Senthil ², G. Krishnan ³

Affiliations
1 School of Management, Kristu Jayanti College, Bengaluru, Karnataka, IN
2 Department of Management Studies (PG), Acharya Bangalore B School (ABBS), Bengaluru, Karnataka, IN
3 Centre for Entreprenuership Development and Incubation, National Institute of Technology (NIT-Trichy), Tiruchirapalli, Tamil Nadu, IN

Abstract

This study examines how the trade promotion practices offered and sales of the products are related and the preference of retailers towards trade promotion practices offered by the company.In this study 220 sample size is taken from the population. The study is taken in the south area of Bangalore to know how retailers are giving preference for trade promotion practices. From the analysis, it helps in finding out the effect of trade promotion in increasing the sales of products, especially in Bourbon Biscuits. Biscuit product sector is one of the fastest-growing sectors in India and also competitors are very high therefore to sustain in this field different strategically tool is needed, trade promotion can act as an effective tool in sustaining in market. This study helps to relate how the preference for trade promotion practices varies and how it depends on the demographic factors taken for the study.

Keywords

Trade Promotion Practices, Branding.

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D. Ravindran ¹, G. Krishnan ²

Affiliations
1 School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka, IN
2 Centre for Entreprenuership and Incubation, National Institute of Technology (NIT-Trichy), Tiruchirappalli, Tamil Nadu, IN

Abstract

In the global competitive retail business environment, it is always a challenge when comes to delivery of products and its related services therefore it has a greater connectivity towards the sustainability of their retail businesses among its competitors prevailing in large numbers. Every retailer tried to focus on building their unique selling proposition and improving the quality of product and services in a most predominant manner. In this research paper also the researcher would like to measure the service quality and its connectivity towards customer satisfaction with reference to the product and services offered by reliance retail supermarket. The researcher performed a descriptive based research study, with a high detail research study focusing on identifying the key factors influencing the customer’s perception of the service quality in the Reliance Super Market. Further, his objectives were focused on analyzing the impact of service quality on customer loyalty for Reliance Super Market. Since the target population of this research was found to be indefinite, wherein the researcher adapted a non-probability sampling method and convenience sampling technique in order to collect the samples needed to carry out the research study effectively. A well-structured questionnaire being used as a research instrument for the primary data collection of data. The Primary data collected using the personal interview method and it was analyzed using statistical software and data collected were analyzed and interpreted in such a way it would certainly reveal the reality through a detailed data analysis and interpretation. The outcome of the research study would certainly reveal the impact of service quality on customer satisfaction in the context of reliance retail supermarket.

Keywords

Retail Stores, Supermarket, Service Quality, Customer Satisfaction, Etc.

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