Role of Retailers in Reducing Inventory and Improving Customer Satisfaction: An Empirical Study of Consumer Durables

The need to have effective supply chain is inevitable for success in consumer durables industry. This study delves into the role of retailers and indicates the causes of bullwhip effect, variables contributing to customer satisfaction and resulting in customer attrition at the retailer's end in consumer durables supply chain. The findings are based on the survey of 50 retailers dealing in CTVs, Mobile Phones and Refrigerators in New Delhi and Moradabad, Uttar Pradesh. The paper also deals with the initiatives and strategies adopted by LG Electronics in enhancing their supply chain efficiency and effectiveness. The study findings have some important implications for marketers in consumer durables industry.