Page |0                             TABLE OF CONTENTS          CONTENTS                               PAGE NO.        Ackn...
Page |1                                  AcknowledgmentMy summer training with Chandras Chemical Enterprises (Pvt.) Limite...
Page |2                               Executive SummaryRetailers are traders who buy goods from wholesalers or distributor...
Page |3support services. This research is a hypothesized study which was conducted to measurethe Retailers satisfaction le...
Page |4                  Chandras’ Chemical Enterprises (P) Ltd.Organization Profile:-                              Chandr...
Page |5Mission & VisionVISION           Reinforce Chandras Chemical Enterprises (Pvt.) Limited as the preferredCompany and...
Page |6Adhesives Industry Overview :-                                     Adhesives (glues) are substances capable offormi...
Page |7World Consumption Of Adhesives -Source: ASC Asia Pacific Market Study/DPNAASC MARKET REPORT ILLUSTRATES ASIA’S ADHE...
Page |8Outlook:         India’s per capita income grew nearly 12% from Rs 29642 in 2006-07 to Rs33,131 in 2007-08.By 2010,...
Page |9               Chandras’ Chemical Enterprises (P) Ltd.                              Products profileThe Companys ma...
P a g e | 10                            Few Products Description :-Dendrite Adhesive In TubeMake sure that the surfaces to...
P a g e | 11Dendrite Pc-65Make sure that the surfaces to be bonded are even, clean, dry, and free from grease/oil. Acoat o...
P a g e | 12Fixobond FurnishingMake sure that the surfaces to be bonded are clean, dry and properly degreased. Apply aneff...
P a g e | 13YamapoxyMix the two components i.e. epoxy resin and hardener in the ratio 1:1 (by volume) or1:0.8 (by weight)....
P a g e | 14DISTRIBUTION NETWORK / CHANNEL         Manufacturer              ↓          Distributor              ↓        ...
P a g e | 15             Functions of Channel Intermediaries :-   1. Channel Intermediaries – Distributors They break down...
P a g e | 16Problem Statement :-  A STUDY ON RETAILERS’ SATISFACTION LEVEL WITH CHANDRAS’ CHEMICAL                        ...
P a g e | 17Scope of the Study :-                      It is very important to establish the retailers perception, as a ch...
P a g e | 18                               Research methodologyResearch Framework:-                            The report ...
P a g e | 19Research plan:-       Time span – 15.09.2011 to 15.11.2011       Total 8 weeks working.       Actual field wor...
P a g e | 20Data types and sources: - For this project both primary and secondary data werethe most valuable source of inf...
P a g e | 21       After collecting the secondary data or information from the secondarysources then I started collecting ...
P a g e | 22       STATISTICAL TOOLS USED :-                   Percentage                   Weighted averageThere are br...
P a g e | 23Sampling Plans: -                         After deciding the research approach and instruments, nowI had to de...
P a g e | 24Type of outlet Survey:      Plywood      Hardware & electrical      Hardware cum ply      Hardware cum paint  ...
P a g e | 25                              Data Analysis and Interpretation  I.      Which company adhesive do you keep ?(I...
P a g e | 26 II.   Retailers level of satisfaction with the following statements.   1. Satisfaction of Retailers with bran...
P a g e | 27   2. Satisfaction of Retailers with ranges of Chandras’ Chemical Enterprises      (Pvt.) Limited adhesive ava...
P a g e | 28   3. Satisfaction of Retailers with the quality of product packaging?Options                             Resp...
P a g e | 29   4. Satisfaction of Retailers with the product price relative to other company?Options                      ...
P a g e | 30   5. Satisfaction of Retailers with the companys advertisement support      availability?Options             ...
P a g e | 31    6. Satisfaction of Retailers with the company’s sales promotional effort?Options                          ...
P a g e | 32   7. Satisfaction of Retailers with availability of required adhesive?Options                              Re...
P a g e | 33   8. Satisfaction of Retailers with the margin given by the company?Options                             Respo...
P a g e | 34   9. Satisfaction of Retailers with the discounts provided by the company?Options                            ...
P a g e | 35   10. Satisfaction of Retailers with company’s credit policy?Options                             Respondents ...
P a g e | 36   11. Satisfaction of Retailers with the company’s defective goods policy?Options                            ...
P a g e | 37   12. Satisfaction of Retailers with the timeliness of product deliveries?Options                            ...
P a g e | 38   13. Satisfaction of Retailers with frequency of visit/interaction by companys      sales representative?Opt...
P a g e | 39   14. Satisfaction of Retailers with the relationship with company supplier?Options                          ...
P a g e | 40                  Rating for the various satisfaction factors of retailers of                        Chandras ...
P a g e | 41                                                                      Highly                          HighlyFA...
P a g e | 42Inference :-From the above table and chart, it infer that ranges of products, quality of product packaging &br...
P a g e | 43             SWOT ANLYSIS OF THE COMPANY                             STRENGTHS1. Known global brand – its firs...
P a g e | 44                         OPPORTUNITY1. Scope for innovation – There is a need to bring change in product in a ...
P a g e | 45               Suggestions and recommendations :-1. The company should concentrate in credit facility of the r...
P a g e | 46Conclusion :-                  A study on retailer’s perspective towards Chandras’ Chemical Enterprises(Pvt.) ...
P a g e | 47                         LIMITATIONS OF THE STUDYIn attempt to make this project authentic and reliable, every...
P a g e | 48                                BIBLIOGRAPHYBOOKS :  1. Marketing Management “Philip Kotler” ,11th EDITION  2....
P a g e | 49                                      ANNEXURE                                   QUESTIONNAIRE A STUDY ON RETA...
P a g e | 50IV.    Please rate your level of satisfaction with the following statements.       In scale of 1 to 5, where  ...
P a g e | 518. Margin9. Discounts10. Credit policy11. Defective goodspolicy12.Timeliness       ofdeliveries13. Frequency o...
Upcoming SlideShare
Loading in...5
×

A Study On Retailers’ Satisfaction Level With Chandras’ Chemical Enterprises (P) Ltd. In Kolkata

3,030

Published on

1. To analyze the factors that affects the retailer’s preference in dealing with adhesives.

2. To study the level of retailer’s satisfaction.
3. To study the satisfaction of retailer’s towards service, availability, quality of ordering and delivery, trade schemes etc from the distributor.
4. To know the strength, weakness, opportunity and threats to the company.
5. Kind of services expected by retailer’s from the company.

Transcript of "A Study On Retailers’ Satisfaction Level With Chandras’ Chemical Enterprises (P) Ltd. In Kolkata"

  1. 1. Page |0 TABLE OF CONTENTS CONTENTS PAGE NO. Acknowledgement 1 Executive Summary 2-3 Organization Profile 4-5 Adhesives Industry Overview 6-8 Products profile 9-13 Distribution Network & Channel 14Functions Of Channel Intermediaries 15 Problem Statement 16 Objective of the Study 16-17 Research Methodology 18-24 Data Analysis and Interpretation 25-41 Findings 42 SWOT Analysis of the Company 43-44 Suggestions & Recommendations 45 Conclusions 46 Limitations of the study 47 Bibliography 48 Annexure (Questionnaire) 49-51
  2. 2. Page |1 AcknowledgmentMy summer training with Chandras Chemical Enterprises (Pvt.) Limited is a lifetimeexperience that I will cherish throughout my career. This project has provided me a greatopportunity to experience the work culture and work process of Chandras ChemicalEnterprises (Pvt.) Limited. This project can never be prepared by the singular effortsbut I also demand the help and guardians of some conversant person who under pinactively or passively in the completion of a successful project. I wish to express my sincere gratitude to Mr. Pinaki Pan (President,Chandras Chemical Enterprises Pvt. Ltd.) for giving me the opportunity to do mysummer training at his highly esteemed Organization. I am also grateful to Mr. NatarajRay (Head HR & Legal) & Mr. N.S.Dutta [D.G.M.-SALES(East)] for their valuableguidance, advice, suggestion and constant encouragement rendered to me at every stage. I am also thankful to Mr.Debasish Chanda (Sales Officer) of ChandrasChemical Enterprises Pvt. Ltd. for giving me information and guidance during mytraining period.I would like to thank to Prof. S.K.Mallick (H.O.D.-MBA Dept.) and faculty memberDr.Tanima Roy & Dr.Archana Sharma who were always there for my help wheneverneeded.I am also thankful to all others who helped me directly or indirectly towards thecompletion of my project work. …………………………... (RANJAN SAHA) MBA(EVENING)-Marketing IISWBM,KOLKATA
  3. 3. Page |2 Executive SummaryRetailers are traders who buy goods from wholesalers or distributors or sometimesdirectly from producers and sell them to consumers. They generally operate through aretail outlet and sell to the end consumers. Since the retailers are the last point in thedistribution channel, they see the reaction of the consumers firsthand and know theirrequirement more than anyone else knows. Because adhesive retailing is not exclusiveand a variety of competitive brands is available in the same outlet it is important that thecompany is in constant mode to satisfy the retailers through flawless support service. Thiswill in turn make the retailers take interest to pass positive feedbacks to the consumersand impact decision-making process of end consumers. Recommendations from theretailers are the final step in sealing sales not only in adhesive industry but also in manyother industries. Retailers have potential to affect change in the consumption pattern ofthe consumers for consumers rely heavily on recommendations made by the sales men onproduct quality. Customers cross check the opinions of other customers through theretailers. Retailers can significantly affect change to consumer decision making, as theyare located in key position between suppliers and consumers. On one hand being in directcontact with the consumers they exert influence on consumers through their counter salesperson, and on the other hand, they reach out to suppliers and gain advantage based ontheir strength and capacity to reach out to customers. In a way, they act as gatekeepers,determining which brands are to be offered and how they should be marketed. Thevolume of sales depends on the efficiency of a Retailer who assesses the psychology ofconsumers and takes appropriate steps to sell a product. Understanding the importance of service support to execute sales at the retailer’slevel, this study aims to find out the sales support offered by Chandras ChemicalEnterprises (Pvt.) Limited to its retailers and the perspectives of the retailers on the
  4. 4. Page |3support services. This research is a hypothesized study which was conducted to measurethe Retailers satisfaction level towards Chandras Chemical Enterprises (Pvt.) Limitedand to know the needs and wants of the retailers. This research was conducted in Kolkata. Primarily the well defined objectives one framed according to the study. Thenquestionnaire is prepared based on the defined objectives. The prepared questionnaire isused to get way of personal interview from the retailers. The response given by the retailers are analyzed and interpret using different typesof statistical tools such as percentage analysis and weighted average method. From the analysis some general findings one araised and that one more relatedwith the framed objectives for this study. According to the findings the suggestion aregiven and the conclusions one also based on the findings which will be more helpful forthe organization.
  5. 5. Page |4 Chandras’ Chemical Enterprises (P) Ltd.Organization Profile:- Chandras Chemical Enterprises (Pvt) Limited is the oneunit of the P. C. Chandra Group which was set up in 1965. Today, it is a leading player inthe field of industrial and domestic adhesives, marketing its products under the successfulbrand name "Dendrite". The Company has three factories in Kolkata. The Companymanufactures and markets a wide variety of Synthetic Adhesives based onPolychloroprene, Polyurethane, Epoxy, EVA, Lamination and other Elastomers. Theseproducts are mainly used in Footwear, Automobile, Shipbuilding, Railway coaches,Engineering, Electronics, Leather goods, Flooring, Packaging, Construction andhousehold applications. The Companys major product is marketed under the brand nameDENDRITE which enjoys a nationwide reputation for quality. DENDRITE has behind it, years of painstaking research anddevelopment. The products are marketed through an All-India network of Retailers andthrough its several branches spread all over the country. The products are also beingsuccessfully exported to Middle East and SAARC countries. The company has an activeResearch & Development Centre which is recognized by the Government of India. It hasa team of highly qualified Scientists who are in constant search of excellence in HighPerformance Adhesives to give the consumers value for money. The chemical business has a centralized R&D centerrecognized by the Department of Science and Technology, Government of India. Alongwith a dedicated workforce that is equipped to meet specialized needs, an intensive salesteam, widespread network of Retailers and branches, its continuous pursuit of excellencehas resulted in the production of superior quality adhesives, which has found a largeroster of clients in every major sector in the industry, in India and beyond.Chandras Chemical Enterprises (Pvt.) Limited has been awarded with the coveted ISO9001 (2000) certification by the INDIAN REGISTER QUALITY SYSTEM anOrganization affiliated to RVC & accredited by the DUTCH COUNCIL OFACCREDITATION. ISO 9001 (2000) is an industry benchmark for quality managementsystem.
  6. 6. Page |5Mission & VisionVISION Reinforce Chandras Chemical Enterprises (Pvt.) Limited as the preferredCompany and “Dendrite” as the preferred brand which has the technical edge in theindustrial markets we operate in. Establish “Dendrite” as the most preferred brand in theretail markets Nationally. To establish “Dendrite”as a Global Player with Middle East asthe hub.MISSION To produce adhesive and allied products in order to achieve customersatisfaction through quality of our products and fulfillment of customer requirements. Weare equally committed regarding the safety of our products and the protection of theenvironment.
  7. 7. Page |6Adhesives Industry Overview :- Adhesives (glues) are substances capable offorming and maintaining a bond between two surfaces, and sealants (caulks) aresubstances used to fill gaps or joints between two materials to prevent the passage ofliquids, solids or gases.Adhesives and sealants are formulated by compounding (mixing) the base material withfillers, pigments, stabilizers, plasticizers and other additives to yield a product with thedesired end-use characteristics. Adhesives can be segregated into low to mediumperformance and high performance products. Low to medium performance products arebased on natural substances such as starch, dextrin, natural rubber or protein; or syntheticpolymers such as polyvinyl acetate, polyvinyl alcohol, polyesters, acrylics, neoprene,butyl rubber, phenolics or thermoplastic elastomers.High-performance products have enhanced properties including bond strength, elongationcapacity, durability or environmental resistance. These products are based on polymerssuch as epoxy, polysulfide, polyurethane, cyanoacrylate and silicone.The size of the adhesives market in the country is around 5,000 tonnes per month. In India and throughout the world, the industry isfragmented. There are many participants, many types of products and many markets to beserved. In the past few years, there has been a worldwide trend toward concentration ofthis industry through mergers and acquisition. Acquisition provides access to newtechnology and products, allow rationalization of production facilities and provideimmediate access to new markets.
  8. 8. Page |7World Consumption Of Adhesives -Source: ASC Asia Pacific Market Study/DPNAASC MARKET REPORT ILLUSTRATES ASIA’S ADHESIVES ANDSEALANTS GROWTH POTENTIAL Adhesive and Sealant Market DemandStands at 8.9 billion pounds; expected to grow 3.6% annually through 2013Demand Drivers: Major users of adhesives are the packaging, automotive,construction (housing ,commercial buildings and organized retail) and furniture(plywood, veneers, laminates, MDF) industries.
  9. 9. Page |8Outlook: India’s per capita income grew nearly 12% from Rs 29642 in 2006-07 to Rs33,131 in 2007-08.By 2010, the top 50 Indian cities will enjoy a gross income exceedingUSD 20 bn, comparable some of the largest cities in US today.With this enhanced incomes, more Indians are opting for lavishly furnished houses whichare creating the demand for new houses, malls and fancy furniture giving boost toplywood & veneers, housing segments.Thus, requirement for adhesives and sealants are rapidly growing to cater the increasingrequirements of the above segments.Growth in the organized retail, hotels, hospitals, engineering, textiles etc also willcontribute for further growth of industry in the years to come.Among the leading participants in the meet are Pidilite, 3M India, Huntsman, NationalStarch, Bostik Findley, Sika, Industrial Adhesives, Anabond, Seagull Industries, Metlok,Twin Engineers, Graco, Cross Engineers, Kremlin, Tufflok Fasteners, Three Bond India.
  10. 10. Page |9 Chandras’ Chemical Enterprises (P) Ltd. Products profileThe Companys major product is marketed under the brand name DENDRITE whichenjoys a nationwide reputation for quality.SL.NO GRADE PRODUCT APPLICATION1 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC 6500 ADHESIVE SOLE WITH LEATHER & SYNTHETIC UPPER2 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC 5000 ADHESIVE SOLE WITH LEATHER & SYNTHETIC UPPER3 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC 3000 ADHESIVE SOLE WITH LEATHER & SYNTHETIC UPPER4 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC 1000 ADHESIVE SOLE WITH LEATHER & SYNTHETIC UPPER5 SONA PU 100 TWO COMPONENT PU PVC, AIR BROWN ADHESIVE ECONOMY SOLE WITH LEATHER GRADE & SYNTHETIC UPPERSL.NO. GRADE PRODUCT APPLICATION1 DENDRITE CONTRACT FOR RUBBER, LEATHER,INTERIOR PC-65 ADHESIVE DECORATION,FURNITURE(&OTHER GENERAL PURPOSE)2 DENDRITE CONTRACT HIGH TRACK ADHESIVE WITH FW ADHESIVE VERSATILE APPLICATION IN FOOTWEAR3 DENDRITE CONTRACT APPLICATION ON LEATHER EXP ADHESIVE RUBBER & GENERAL PURPOSE4 FIXOBOND CONTRACT FOR EVA, LEATHER,MICRO & FW ADHESIVE OTHER SYNTHETIC UPPER METERIALS IN FOOTWEAR5 FIXOBOND CONTRACT GENERAL PURPOSE VERSATILE PC-80A ADHESIVE ADHESIVE FOR SHOE UPPER & CHAPPAL INDUSTRY6 FIXOBOND CONTRACT VERSATILE ADHESIVE FOR EVA PC-70A ADHESIVE CHAPPAL MAKING
  11. 11. P a g e | 10 Few Products Description :-Dendrite Adhesive In TubeMake sure that the surfaces to be bonded are even, clean, dry and free fromgrease/oil. A coat of adhesive is to be applied uniformly on both the surfaces to be joined.Wait for 3-5 minutes (approx) to allow the solvent to evaporate. Place the coated surfacesone above other, while the adhesive remains tacky. Press substrates firmly together.Dendrite PhataakSurfaces to be bonded should be clean and matching to each other so that contact isperfect. One drop of Dendrite Super Glue / Phataak is sufficient for 1 sq. inch area.Immediately after application of adhesive both substrates are to be joined with lightpressure.
  12. 12. P a g e | 11Dendrite Pc-65Make sure that the surfaces to be bonded are even, clean, dry, and free from grease/oil. Acoat of adhesive is to be applied uniformly on both the surfaces to be joined. Poroussubstrate like leather may require two coats for superior bonding. Wait for 10 minutes toallow the solvent to evaporate. Place the coated surfaces one above other, while theadhesive remains tacky. Press the coated surfaces firmly together.Dendrite Pc ExportMake sure that the surfaces to be bonded are even, clean, dry and free from grease/oil. Acoat of adhesive is to be applied uniformly on both the surfaces to be joined. Poroussubstrates like leather may require tow coats for superiors bonding. Wait for 8 – 10minutes to allow the solvent to evaporate. Place the coated surfaces one above the otherwhile the adhesive remains sticky. Press the surfaces firmly together. Final strength is tobe achieved after 24 hrs.
  13. 13. P a g e | 12Fixobond FurnishingMake sure that the surfaces to be bonded are clean, dry and properly degreased. Apply aneffective even coat of adhesive on both the cleaned surfaces to be bonded, and allow thesolvent to evaporate in next 10 - 15 minutes. For better result, double coat isrecommended on porous substrates. Place the coated surface one over the other beginningfrom one end. Press firmly for a proper overall contact. Leave at least for 24 hours toachieve final bond strength.Denseal Epoxy PuttyMake sure that the surfaces to be bonded are clean, dry and free from grease/oil. Cutequal volume from each component, as per the requirement. Mix both the componentsthoroughly and apply immediately. Once mixed, it sets within 60 minutes (at 27°C).However, final strength is to be achieved after 24 hrs.
  14. 14. P a g e | 13YamapoxyMix the two components i.e. epoxy resin and hardener in the ratio 1:1 (by volume) or1:0.8 (by weight). The mixed adhesive can be applied on the surfaces by a spatula. Afterapplication of the adhesive the substrates to be bonded, are to be positioned and clamped.Final strength will be achieved after 24 hrs.
  15. 15. P a g e | 14DISTRIBUTION NETWORK / CHANNEL Manufacturer ↓ Distributor ↓ Retailer ↓ Customer
  16. 16. P a g e | 15 Functions of Channel Intermediaries :- 1. Channel Intermediaries – Distributors They break down bulk into smaller packages for resale by a retailer. They buy from producers and resell to retailers. They take ownership or title togoods. They provide storage facilities. Distributors offer reduce the physical contact cost between the producer andconsumer e.g. customer service costs, or sales force costs. They share credit risks. 2. Channel Intermediaries – Retailers Retailers will have a much stronger personal relationship with the consumer. The retailer will hold several other brands and products. A consumer will expectto be exposed to many products. Retailers will often offer credit to the customer e.g. electrical wholesalers,ortravel agents. Products and services are promoted and merchandised by the retailer. The retailer will give the final selling price to the product.
  17. 17. P a g e | 16Problem Statement :- A STUDY ON RETAILERS’ SATISFACTION LEVEL WITH CHANDRAS’ CHEMICAL ENTERPRISES (P) LTD. IN KOLKATAOBJECTIVE OF THE STUDY :- 1. To analyze the factors that affects the retailer’s preference in dealing with adhesives. 2. To study the level of retailer’s satisfaction. 3. To study the satisfaction of retailer’s towards service, availability, quality of ordering and delivery, trade schemes etc from the distributor. 4. To know the strength, weakness, opportunity and threats to the company. 5. Kind of services expected by retailer’s from the company. 6. Suggestions and recommendations. The objective of the research was not only to find out the problem but also the identification of solutions or suggestions of the problems.
  18. 18. P a g e | 17Scope of the Study :- It is very important to establish the retailers perception, as a channelpartner. It is a known fact that the retailer is the main person who is in close contact withthe customers. Since, the customers are buying the products from the retailers not fromthe manufacturer company; the customers usually report their problems regarding thequality or services of the product to the respective retailers. So, the retailers are wellaware of the customer problems.Retailers also have a great influence over the customers purchase of a certain brand.Because many of the customers used to have trust on the word of mouth of the retailersand the customers also worth the retailer’s experience of the quality of a product of aparticular brand. So we can say that if the customers are satisfied then the retailer is alsosatisfied with the product and also, if the retailer is satisfied with the customers‟feedback about any particular brand then he would recommend that brand to morecustomers and, thus the sales will increase.Gaining Channel Partners‟ loyalty is very important, as a loyal channel partner willrecommend that particular brand only to which he is loyal. Moreover, researchers claimthat if a distributor doesnt like the product or service, he will recommend competitor-brands to his customers. So, to maintain or to increase the share of the market pie andrevenues, to enhance the brand value in this competitive market scenario, ChannelPartner (retailers) satisfaction study has become very important. Scope of the study mainly to know the current level of Retailers satisfaction. Scope of the study mainly to know the loyalty of the Retailers towards the company. To give suggestion regarding improvement of performance standard of the Company. To inform the management about current level. The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better policies and strategies.
  19. 19. P a g e | 18 Research methodologyResearch Framework:- The report has been prepared on the basis of informationcollected from different sources. In order to achieve the objective of the project properresearch method was applied. After giving thorough brain storming session, objectiveswere selected and the set on the base of these objectives, a questionnaire was designedgiving major emphasis by gathering new ideas or insight so as to determine and bind outsolution to the problems.Research Process:- In this project I had to survey the various location of Kolkata. In my surveyprimarily I had to find out the Retailers and secondarily the presence of competitor andthe other factors that would facilitate the company. For these objectives the research methodology that I followed:  Defining the objective  Scope and limitation of the study  Develop the research plan  Determine research design  Identify data types and sources  Research approaches  Research Instruments  Design data collection questionnaires  Determine sample plan and size  Contact methods  Collect the data
  20. 20. P a g e | 19Research plan:- Time span – 15.09.2011 to 15.11.2011 Total 8 weeks working. Actual field working- 1. To identify the retailers. 2. To meet retailers directly in their shop as their availability.Research design:- Marketing research can classify in one of three categories: - Exploratory research Descriptive research Causal researchThese classifications are made according to the objective of the research. In somecases the research will fall into one of these categories, but in other cases differentphases of the same research project will fall into different categories. Exploratory research: - has the goal of formulating problems more precisely, clarifying concepts, and gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses. In my project I have used this research. This study is a mix of explorative and formal methodologies adopting monitoring and observing to study the Retailers. Descriptive research: - is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. Causal research: - seeks to find cause and affect relationships between variables. It accomplishes this goal through laboratory and field experiments.
  21. 21. P a g e | 20Data types and sources: - For this project both primary and secondary data werethe most valuable source of information. Secondary Data Before going through the time and expense of collecting primary data, one should check for secondary data that previously may have been collected for other purposes but that can be used in the immediate study. The secondary data was the most important source for my project to find out the builders. In my project the secondary data are collected from – List of Retailers addresses given from company. Internet. Newspaper. Magazines. Company web site. Secondary data has the advantage of saving time and reducing data gathering costs. The disadvantages are that the data may not fit the problem perfectly and that the accuracy may be more difficult to verify for secondary data than for primary data. Primary data Often, secondary data must be supplemented by primary data originated specifically for the study at hand. Primary data are data freshly gathered for a specific purpose. In my project the source of primary data is Questionnaire Method.Research approaches: - From the two data source which I have mentioned abovesecondary data are the easiest way to gather and the cost of collecting this data isvery low and easily available from the respective association.
  22. 22. P a g e | 21 After collecting the secondary data or information from the secondarysources then I started collecting primary data from Retailers to narrow down myresearch. Survey Research: - This method was the most appropriate way to collect data. The research approach is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. And I have used this method in my project to find out the Retailers satisfaction.Research instrument: - There is various way of research instrument of collectingprimary data.I had used Questionnaires technique to find out the Retailers satisfaction towardsChandras’ Chemical Enterprises (P) Ltd.Questionnaire Design:-The questionnaire is an important tool for gatheringprimary data. Poorly constructed questions can result in large errors and invalidatethe research data, so significant effort should be put into the questionnaire design.The questionnaire contains two parts- basic information about the research andidentification information about the respondents. All the questions were designedas close ended. The pre-testing of the questionnaire was done on a small sample ofrespondents to identify and eliminate the potential problems. The problems thatwere identified during the pre-testing were corrected and revised and the finalquestionnaire was developed. In this study, interval scale was used. A 5-pointLikert scale was used to collect data.
  23. 23. P a g e | 22 STATISTICAL TOOLS USED :-  Percentage  Weighted averageThere are briefly explained, in following 1. PERCENTAGE : Percentage refers to special kind of ratio percentage are used in marketing comparison between two more series of data. Percentage are used to describe relationship. Since the percentage reduce everything to a common base & these by allow meaningful comparison to be made. 2. WEIGHTED AVERAGE : If something is distribution is more important thanorder, then their point must be born in mind, in order that average completed isrepresentatives of the distribution. In such case proper weight age is to be given tovarious items the weight attached to each item being professional to the importance of theitem to be I the distribution. Formula Total weight Average weight = x 100 Total No. of respondents
  24. 24. P a g e | 23Sampling Plans: - After deciding the research approach and instruments, nowI had to decide on the sampling plan which was one of the important task, becausefrom the bunch of people I had to select only those people (Retailers), whom I cantarget from now onward . Convenience sampling method of non – probabilitysampling is adopted in this research. Convenience sample are samples drawn atthe convenience of the interviewer. There are three way of sorting the data :- Sampling Unit: - who is to be surveyed? And now my task was to define the target population, which will be sampled from the number of people. In this project my target population was only various types of retailers who keep adhesives. Sample Size: - I had taken around 50 Retailers to find out the proper satisfaction level. Sampling Area:- Sample collected from the different parts of Kolkata and suburb as follows – Rajabazar Sealdah Beleghata Maniktala Dumdum Paik para Belghoria
  25. 25. P a g e | 24Type of outlet Survey: Plywood Hardware & electrical Hardware cum ply Hardware cum paint Stationary shop Contact methods: - After identified the exact location of a retailer my task was how to contact them, and for me there only two ways of contacting them. Personal Interview: - this method was the most appropriate way of survey, because by personal interview with the help of questionnaire I came to know their feeling about the Chandras’ Chemical Enterprises (P) Ltd. Telephone: - This method is also used by me because the retailers had no time for me and there was no other option to meet them.SAMPLING PLAN: Data : Primary & Secondary data Researcher design : Survey Researcher instrument : Questionnaire Method of contact : Personal Interview & Telephone
  26. 26. P a g e | 25 Data Analysis and Interpretation I. Which company adhesive do you keep ?(In no. of retailers keep adhesives)Jubilant Industries Pidilite Industries Anabond Chandras Chemical Resinova ChemieLtd. Ltd. Ltd. Enterprises Private Ltd. Ltd.35 78 10 50 24 Resinova Chemie Ltd. Chandras Chemical Enterprises Private Ltd. Anabond Ltd. Series1 Pidilite Industries Ltd. Jubilant Industries Ltd. 0 20 40 60 80From the above table and chart, it infer that Out of the surveyed a good majority ofretailers keep Pidilite Industries Ltd. adhesive products. Also large no. of retailers alsokeep Chandras Chemical Enterprises Private Ltd. adhesive products.
  27. 27. P a g e | 26 II. Retailers level of satisfaction with the following statements. 1. Satisfaction of Retailers with brand image of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive?Options Respondents PercentageHighly Dissatisfied 0 0%Dissatisfied 8 16%Average 27 54%Satisfied 14 28%Highly satisfied 1 2%TOTAL 50 100% Brand image Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  54% Retailers think that brand image of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive is in average.  2% of Retailers are fully satisfied, 28% are satisfied while 16% are dissatisfied with the brand image of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive.Comments: - It seems brand image of Chandras’ Chemical Enterprises (Pvt.) Limited is inmoderate level.
  28. 28. P a g e | 27 2. Satisfaction of Retailers with ranges of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive available ?Options Respondents PercentageHighly Dissatisfied 0 0%Dissatisfied 1 2%Average 20 40%Satisfied 17 34%Highly satisfied 12 24%TOTAL 50 100% Ranges of Adhesive Available Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  24% of retailers are highly satisfied, 34% of retailers are satisfied while 40% are in average to give their suggestion.  Very negligible numbers of Retailers are dissatisfied (2%)Comments:-It seems Chandras’ Chemical Enterprises (Pvt.) Limited has satisfactorynumber of products range which makes retailers easy to choice in their business.
  29. 29. P a g e | 28 3. Satisfaction of Retailers with the quality of product packaging?Options Respondents PercentageHighly Dissatisfied 0 0%Dissatisfied 2 4%Average 28 56%Satisfied 17 34%Highly satisfied 3 6%TOTAL 50 100% Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  6% of Retailers are fully satisfied,34% of retailers are satisfied & 56 % are average level with the quality of product packaging Chandras’ Chemical Enterprises (Pvt.) Limited adhesive.  Very negligible numbers of Retailers are dissatisfied (4%).Comments:- It seems that most of the retailers feel that quality of product packagingof Chandras’ Chemical Enterprises (Pvt.) Limited adhesive is quite satisfactory.
  30. 30. P a g e | 29 4. Satisfaction of Retailers with the product price relative to other company?Options Respondents PercentageHighly Dissatisfied 1 2%Dissatisfied 7 14%Average 32 64%Satisfied 8 16%Highly satisfied 2 4%TOTAL 50 100% Price relative to other company Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  64% Retailers think that product price of Chandras’ Chemical Enterprises (Pvt.) Limited relative to other company is moderate.  4% of Retailers are fully satisfied, 16% are satisfied, 14% are dissatisfied while 2% are fully dissatisfied with the product price of Chandras’ Chemical Enterprises (Pvt.) Limited.Comments:-Most of the retailers think that product price of Chandras’ ChemicalEnterprises (Pvt.) Limited relative to other company is moderate.
  31. 31. P a g e | 30 5. Satisfaction of Retailers with the companys advertisement support availability?Options Respondents PercentageHighly Dissatisfied 5 10%Dissatisfied 25 50%Average 12 24%Satisfied 7 14%Highly satisfied 1 2%TOTAL 50 100% Advertisement support Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  10% retailers highly dissatisfied ,50% retailers dissatisfied with the advertisement support offered by Chandras’ Chemical Enterprises (Pvt.) Limited .  24% of retailers are average,14% of retailers are satisfied while 2% of retailers are highly satisfied in this point.Comments:- It seems advertisement offered by Chandras’ Chemical Enterprises (Pvt.)Limited is not satisfactory.
  32. 32. P a g e | 31 6. Satisfaction of Retailers with the company’s sales promotional effort?Options Respondents PercentageHighly Dissatisfied 3 6%Dissatisfied 25 50%Average 18 36%Satisfied 4 8%Highly satisfied 0 0%TOTAL 50 100% Sales promotional effort Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  50% of retailers dissatised,6% of retailers highly dissatisfied and 36% of retailers are average –with the company’s sales promotional effort.  8% of retailers are satisfied to their sales promotional effort.Comments:-Most of the retailers are not satisfied with the company’s sales promotionaleffort.
  33. 33. P a g e | 32 7. Satisfaction of Retailers with availability of required adhesive?Options Respondents PercentageHighly Dissatisfied 2 4%Dissatisfied 14 28%Average 33 66%Satisfied 1 2%Highly satisfied 0 0%TOTAL 50 100% Availability of required adhesive Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  66% Retailers are neutral with the availability with the required adhesive.  4% of retailers highly dissatisfied,28% of retailers are dissatisfied while 2% are satisfied with the availability of required adhesiveComments:-It seems required products are quite available to the retailers.
  34. 34. P a g e | 33 8. Satisfaction of Retailers with the margin given by the company?Options Respondents PercentageHighly Dissatisfied 2 4%Dissatisfied 6 12%Average 40 80%Satisfied 2 4%Highly satisfied 0 0%TOTAL 50 100% Margin Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  Most of the retailers think that margin offered by the company is average(80%)  4% of Retailers are highly dissatisfied, 12% are dissatisfied while 4% are satisfied with The marginComments:-It seems the margin offered by the company is industry average.
  35. 35. P a g e | 34 9. Satisfaction of Retailers with the discounts provided by the company?Options Respondents PercentageHighly Dissatisfied 1 2%Dissatisfied 27 54%Average 21 42%Satisfied 1 2%Highly satisfied 0 0%TOTAL 50 100% Discounts Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  In this category, 2% of retailers are highly dissatisfied,54% retailers are highly dissatisfied and 42% are average.  Very negligible numbers of retailers are satisfied (2%)Comments:-It seems that discount provided by the company is not satisfactory.
  36. 36. P a g e | 35 10. Satisfaction of Retailers with company’s credit policy?Options Respondents PercentageHighly Dissatisfied 3 6%Dissatisfied 25 50%Average 20 40%Satisfied 2 4%Highly satisfied 0 0%TOTAL 50 100% Credit policy Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  6% of Retailers are highly dissatisfied, 50% are dissatisfied while 40% are in average with The company’s credit policy.  4% of retailers are satisfied.Comments:-It seems company’s credit policy is not satisfactory to the retailers.
  37. 37. P a g e | 36 11. Satisfaction of Retailers with the company’s defective goods policy?Options Respondents PercentageHighly Dissatisfied 2 4%Dissatisfied 10 20%Average 37 74%Satisfied 1 2%Highly satisfied 0 0%TOTAL 50 100% Defective goods policy Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  74% of retailers are in average .  4% of Retailers are highly dissatisfied, 20% are dissatisfied while 2% are satisfied with Company’s defective goods policy.Comments:-It seems Chandras’ Chemical Enterprises (Pvt.) Limited has quitesatisfactory policy with the defective goods.
  38. 38. P a g e | 37 12. Satisfaction of Retailers with the timeliness of product deliveries?Options Respondents PercentageHighly Dissatisfied 1 2%Dissatisfied 8 16%Average 34 68%Satisfied 5 10%Highly satisfied 2 4%TOTAL 50 100% Timeliness of deliveries Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  4% of retailers are highly satisfied, 10% are satisfied,68% are neutral with timeliness of product deliveries.  2% of retailers highly dissatisfied & 16% are dissatisfied in this aspect.Comments:-It seems products deliveries of Chandras’ Chemical Enterprises (Pvt.) isaverage Delivery timeliness has to be maintained perfectly so that the retailers caneasily get the goods in time because if they cannot get the products in time, then theycannot meet the customer’s needs as well. Ultimately sales volume will be reduced. Soit has to be maintained any cost regardless all the problems.
  39. 39. P a g e | 38 13. Satisfaction of Retailers with frequency of visit/interaction by companys sales representative?Options Respondents PercentageHighly Dissatisfied 2 4%Dissatisfied 8 16%Average 30 60%Satisfied 8 16%Highly satisfied 2 4%TOTAL 50 100% Frequency of visit/interaction by companys sales representative Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  4% of retailers are highly dissatisfied, 16% of retailers are dissatisfied while 60% are in average to give their suggestion.  4 % of retailers are highly satisfied & 16 % of retailers are satisfied this regard.Comments:-It seems satisfaction of retailers with frequency of visit/interaction bycompanys sales representative is average.
  40. 40. P a g e | 39 14. Satisfaction of Retailers with the relationship with company supplier?Options Respondents PercentageHighly Dissatisfied 1 2%Dissatisfied 7 14%Average 38 76%Satisfied 3 6%Highly satisfied 1 2%TOTAL 50 100% Relationship with company supplier Highly dissatisfied Dissatisfied Average Satisfied Highly satisfiedInterpretation  76 % of retailers are in average in this point.  2 % of retailers are highly satisfied,6% are satisfied,14% are dissatisfied & 2% are highly dissatisfied.Comments:-It seems Satisfaction of retailers with the relationship with companysupplier is quite satisfactory level.
  41. 41. P a g e | 40 Rating for the various satisfaction factors of retailers of Chandras Chemical Enterprises (Pvt) Limited Highly Highly FACTORS/RATING Satisfied Average Dissatisfied dissatisfied Weighted Weighted satisfied Rank 4 3 2 1 Score Average 5 1 14 27 8 01. Brand image 158 3.16 3 5 56 81 16 02. Ranges of 12 17 20 1 0 190 3.8 1product 60 68 60 2 03.Quality of 3 17 28 2 0 171 3.42 2 15 68 84 4 0product packaging4. Price relative to 2 8 32 7 1 153 3.06 4other company 10 32 96 14 15.Advertisement 1 7 12 25 5support. 124 2.48 11 5 5 28 36 506.Sales 0 4 18 25 3Promotional 123 2.46 12 0 16 54 50 3efforts 0 1 33 14 27. Availability 133 2.66 10 0 4 99 28 2
  42. 42. P a g e | 41 Highly HighlyFACTORS/RATING Satisfied Average Dissatisfied dissatisfied Weighted Weighted satisfied Rank 4 3 2 1 Score Average 58. Margin 0 2 40 6 2 142 2.84 0 8 120 12 2 8 0 1 21 27 19. Discounts 122 2.44 13 0 4 63 54 1 0 2 20 25 3 121 2.42 1410. Credit policy 0 8 60 50 311. Defective 0 1 37 10 2 137 2.74 9goods policy 0 4 111 20 2 1 2 5 34 812.Timeliness of 149 2.98 6deliveries 1 10 20 102 1613. Frequency of 2 2 8 30 8visit/interactionby companys 150 3.00 5 2sales 10 32 90 16representative14. Relationship 1 1 3 38 7with company 146 2.92 7 1supplier 5 12 114 14
  43. 43. P a g e | 42Inference :-From the above table and chart, it infer that ranges of products, quality of product packaging &brand image of Chandras Chemical Enterprises (Pvt.) Limited score maximum, while creditperiod given and discounts needs to be given focus. Findings  Chandras Chemical Enterprises (Pvt.) Limited brands are well known brands in market . Demand of products is high , running product .  The profit margin given to them maintain the industry standards .  The overall quality of product and packaging of the company is up to the industry standards .  Chandras Chemical Enterprises (Pvt.) Limited is not able to meet the 100% requirement of the products , all the products and pack size are not easily available all the time . Company is lacking industry standards in this parameter .  The retailers are not very happy with the company’s advertising support.  Time for processing order is another important factor in “sales support”. Most of the retailers feel that it is neither too fast nor too slow and is based on the order quantity and climatic conditions.  Big retailers want extension of credit period for regular business.  Company does not provide discount properly.  Retailers need display & schemes so that they can increase the sale of products.  Retailers need the sign boards to attract customers.  Good relationship is maintained with the retailer by the sales office & the supplier. .
  44. 44. P a g e | 43 SWOT ANLYSIS OF THE COMPANY STRENGTHS1. Known global brand – its first strength is that it is a very well known global brand .2. Strong distribution channel – it is also having a very strong distribution channel3. Economies of scale – their production is on a very large scale that’s why it helps in reducing per unit cost.4. Wide product range WEAKNESS1. Lack of other promotional activities like – Hoardings – they do not provide any kind of hoardings to the retailers.2. Dissatisfied Retailers & carpenters due to:  No gifts for carpenters - the carpenters were also very dissatisfied with the company because it does not give any gift voucher to the carpenters.3. Company does not provide discount properly.
  45. 45. P a g e | 44 OPPORTUNITY1. Scope for innovation – There is a need to bring change in product in a every coming time. So, there is a opportunity in the market to innovate a new product.2. Growing demand for low priced products – there is also a opportunity in a low priced products because the people more used to buy low priced products available in the market.3. Growing preference for wooden furniture – the growing preference for wooden furniture is also act as a great opportunity for a company. THREATS1. New entrants with a lower price products – this is a biggest threat for a company that if the other companies enter in a market with a lower priced product then its demand increases automatically and then further it becomes a threat for a company.2. Decreasing market shares – due to entrants of new companies in the market. The market shares of the companies get decreased which is also a very big threat for the company.3. Global competition – the global competition is also one of the biggest threat for the company.
  46. 46. P a g e | 45 Suggestions and recommendations :-1. The company should concentrate in credit facility of the retailers. Some credit facilities have to be ensured for the large retailers, because if they get this opportunity then they will be able to buy and stock more products according to their convenience.2. The company should provide discounts in bulk purchase.3. Advertisement and publicity in the untapped market by way of signage, racks, paintings, banners, hoarding etc. should be expanded. The company must pay attention on their promotional strategies. Otherwise retailers will loosen their interest, because competitors are very active in this respect.4. The company must give some gift vouchers to the carpenters in terms of money or in other terms like –  Pencils  Dairy5. The company must pay more attention to its lower priced product because people used to lower priced product more.6. All the products and pack size are not available all the time. It communicates bad message among the retailers as well as the consumers. Availability of all the products and pack size need to be maintained.7. The company must pay more attention to its lower priced product because people used to lower priced product more.8. The company have to do new innovations for increase its market share.
  47. 47. P a g e | 46Conclusion :- A study on retailer’s perspective towards Chandras’ Chemical Enterprises(Pvt.) Limited was conducted. The scope of the study was restricted to Kolkata. 50retailers were chosen and a field survey was conducted through structured questionnaire.Raw data was analyzed the results and discussions are reported to get better insights ofwhat the retailers want from the company to get more effective in the market. Thissurvey is to assess how the retailers needs are being met and what could bedone farther to strengthen the relationship with company .Retailers are satisfied about the price, quality, channel of distribution . But focus needs tothe placed on credit period, advertising and promotional activities and to some extent onbrand availability. Though the company is rated high for maintaining good relationshipbut there is scope for improvement in grievance handling by the company. Credit facilityto the retailer is one aspect that can be reworked to enable good support to the retailers. Proactive and personal approach from the company will make the retailerstake interest to pass positive feedbacks to the consumers on product and its quality. In thebuying process, recommendations from the retailers are the final step in sealing sales withthe customers. Hence it is important to understand the retailer’s suggestions forimprovements in service levels. Implementing these improvements will not only promotepositive attitude of the retailers, in turn, it will also pass on as positive word of mouth tothe customers encouraging larger client base and profits to the company.
  48. 48. P a g e | 47 LIMITATIONS OF THE STUDYIn attempt to make this project authentic and reliable, every possible aspect of the topicwas kept in mind. Nevertheless, despite of fact constraints were at play during theformulation of this project. The main limitations are as follows:  Due to limitation of time only few people were selected for the study. So the sample of Retailers was not enough to generalize the findings of the study.  The main source of data for the study was primary data with the help of self- administered questionnaires. Hence, the chances of unbiased information are less.  People were hesitant to disclose the true facts.  Respondents were not free in replying to the questions.  This research is geographically restricted to Kolkata only. Hence the result cannot be extrapolated to other places. That’s why the analysis result may not reflect the actual scenario of all retailers’ attitude considering the entire country. It may portray different scenario if further studies are conducted considering the whole India as a sample.  Findings are based on sample survey.
  49. 49. P a g e | 48 BIBLIOGRAPHYBOOKS : 1. Marketing Management “Philip Kotler” ,11th EDITION 2. Marketing Management in Indian Context’ – V S Ramaswamy & S. Namakumari 3. Marketing Management S.A.Sherleker 4. Research Methodology “ C.R.Kothari” 5. Market Research An Applied Orientation- Naresh K. Malhotra. 6. Research for Marketing Decisions’ – Green, Tull & AbrahamINTERNET: 1. www.google.com 2. www.wikipedia.com 3. www.dendrite.com
  50. 50. P a g e | 49 ANNEXURE QUESTIONNAIRE A STUDY ON RETAILERS’ SATISFACTION LEVEL WITH CHANDRAS’ CHEMICAL ENTERPRISES (P) LTD. IN KOLKATARetailer Details:Name of the Shop: ______________________________________________Respondent’s Name: ____________________________________________Address:__________________________________________________________________________________________________________________________________________________________________________________________Telephone No.:_________________________________________________________III. Which company adhesive do you keep ? a) Jubilant Industries Ltd.( ) b) Pidilite Industries Ltd. ( ) c) Anabond Ltd. ( ) d) Chandras Chemical Enterprises Private Ltd. ( ) e) Resinova Chemie Ltd. ( )
  51. 51. P a g e | 50IV. Please rate your level of satisfaction with the following statements. In scale of 1 to 5, where 1 represents ‘Highly dissatisfied ’ , 3 represents ‘Average’ and 5 being ‘Highly satisfied ’ FACTORS/RATING Highly Dissatisfied Average Satisfied Highly dissatisfied satisfied1. Brand image2. Ranges of product3.Quality of productpackaging4. Price relative toother company5.Advertisementsupport.6. Sales Promotionalefforts7. Availability
  52. 52. P a g e | 518. Margin9. Discounts10. Credit policy11. Defective goodspolicy12.Timeliness ofdeliveries13. Frequency ofvisit/interaction bycompanys salesrepresentative14. Relationship withcompany supplier V. Give your valuable suggestion to the Chandras’ chemical enterprises(Pvt.) limited in order to improve our product or services?Thank you very much for your co-operation !

×