This document summarizes a survey conducted of refrigerator dealers in Patna, India. The survey was conducted by 5 students as part of their business management degree requirements. It collected data through interviews with 28 dealers using a structured questionnaire. The survey findings provide insights into dealer satisfaction levels with different refrigerator brands in terms of trade margins, incentives, sales promotions, training, and salesperson behavior. It found that while some leading brands have good market share, they could improve dealer satisfaction further through additional promotional support and benefits. The survey provides local refrigerator brand and dealer insights to help guide future marketing strategies.

1. “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

2. JANKI DEVI WOMENS COLLEGE
MAGADH UNIVERSITY
Supervisior’s Certificate
Date: 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

3. 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,

4. 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

5. CHAPTER-1
PROFILE OF THE STUDY
Objectives of the study
Research Methodology
Limitations of the study

6. OBJECTIVE OF THE STUDY
The main objectives ofthe 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.

7. 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.

8. 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.

9. CHAPTER -2
ABOUT THE DEALER
SATISFACTION
ABOUT THE SURVEY

10. 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

11. 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.

12. 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.

13. 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.

14. 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.

15. CHAPTER -3
DATA ANALYSIS AND
INTERPRETATION

16. Questions:
1- Years of dealership?
Table13
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

17. Interpretation.
This above index and graph shows years of dealership.
0
5
10
15
20
25
30
35
40
45
No. of Respondents
Percentage

18. 2- Which brand of refrigerator do you deal in?
Interpretation.
This above graph shows the various brands of refrigerator dealers of
Patna deal in.
24
21 21
16
10
8
0
5
10
15
20
25
30
L.G WHIRLPOOL SAMSUNG GODREJ SONY OTHERS
Sales
Sales

19. 3(a) - Out of all, which brand gives you maximum
satisfaction?
Interpretation .
The above graph shows maximum satisfaction brands give to dealers.
0
5
10
15
20
25
L.G WHIRLPOOL SAMSUNG GODREJ SONY OTHERS
Sales
Sales

20. 3(b) - Why?
Interpretation:
The above diagram shows the certain reasons why it is more
satisfactory.
13
8
11
8
11
36
13
0
5
10
15
20
25
30
35
40
Good trade
margin
Attractive
consultancy
Training
assistance
Management
consultancy
Promotional
assistance
Friendly
behaviour of
salesman
Others
Sales
Sales

21. 4(a) -Out of all brands, which gives you minimum
satisfaction?
Interpretation:
This above graph shows which of the brand are least satisfactory to
dealers..
17
14 14
35
8
12
0
5
10
15
20
25
30
35
40
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

22. 4(b) - Why?
Interpretation:
This diagram shows the certain reasons why it is least satisfactory.
15
12
30
15
8
20
0
5
10
15
20
25
30
35
Poor margin No sufficient
incentive
No
management
assistance
No promotional
assistance
Poor behaviour
of the salesman
Others
Sales
Sales

23. 5- Please rank your following factors that constitute to your
dealership satisfaction?
Interpretation:
This diagram shows dealer’s choice of satisfaction provided by
companies.
2
7
5
17 16
10
15
28
0
5
10
15
20
25
30
Sales
Sales

24. 6- Which brand gives you the best trade margin?
Interpretation:
This above graph shows which brand is more forward towards giving
best trade margin to dealers.
21
14
30
15
8
10
0
5
10
15
20
25
30
35
LG Whirlpool Samsung godrej Sony Others
Sales
Sales

25. 7- Which company incentive scheme is the best?
Interpretation:
This above graph shows the brand which gives the best incentive to
dealers.
17
21
24
17
13
8
0
5
10
15
20
25
30
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

26. 8- Which company’s sales promotion are the best?
Interpretation:
This above graph shows which brands initiate action towards sales
promotion for dealers.
21 21 21
15
12
9
0
5
10
15
20
25
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

27. 9- Which company dealership management training
program is the best?
Interpretation:
This above graph shows which brands are forward towards giving best
training assistance to dealers.
19
25 25
14
7
0
5
10
15
20
25
30
LG Whirlpool Samsung Sony Godrej Others
Sales
Sales

28. 10- Which company’s helps in your dealership promotion
the best?
Interpretation:
This above graph shows the companies do dealership promotion best.
20
24 24
15
11
7
0
5
10
15
20
25
30
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

29. 11- Which company salesman behavior is the best?
Interpretation:
This above graph shows the interaction of salesman with dealers.
22 22
15
19
11 11
0
5
10
15
20
25
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

30. 12- Which kind of incentive do you preferably want from the
company?
Interpretation:
This above graph shows the preference of dealer’s.
65
35
0
10
20
30
40
50
60
70
In cash In kind
Sales
Sales

31. 13- If in kind of what type?
Interpretation:
This above graph shows dealer’s preference in kind.
55
25
10 10
0
10
20
30
40
50
60
Gift Tour Certificate Others
Sales
Sales

32. 14- Give other suggestion if any of the company to promote
dealership satisfaction?
Interpretation:
This above graph shows that there are some companies who are market
leaders but they lack in initiative.
20
6
2
50
2
20
0
10
20
30
40
50
60
LG Whirlpool Samsung Godrej Sony Others
Sales
Sales

33. 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.

34. BIBLIOGRAPHY
1) MARKETING MANAGEMENT – 10th
Edition
- Philip Kotler
2) MARKETING RESEARCH
- D.D. Sharma