A.RAMYA BAI Ph.D VIVA-VOCE PRESENTATION PPT.pptx

RETAIL MARKETING STRATEGY FOR FAST MOVING CONSUMER
GOODS: A STUDY ON IMPACT, CHALLENGES AND SUCCESS
FACTORS WITH SPECIAL REFERENCE TO THANJAVUR DISTRICT
Ph.D., VIVA VOCE
Date: 05.10.2021
Submitted By
A.RAMYA BAI
Research supervisor
Dr. R.RAJASEKARAN, M.Com., M.Phil., M.B.A., B.Ed., Ph.D.,
Asst. Professor & Research Supervisor,
PG and Research Department of Commerce,
Rajah Serfoji Govt. College(Autonomous),
Thanjavur– 613 005

INTRODUCTION
Fast-moving consumer goods (FMCG) or otherwise called as consumer packaged goods
(CPG) are products that are sold quickly and at comparatively low cost. Examples include
non-durable goods like soft drinks, toiletries and grocery items. Though the total profit
made on FMCG products is relatively small, they are usually sold in large quantities, and
so the collective profit on such products can be substantial. A significant aspect of the
current economic scenario in India is the coming out of organized retail. There has been
sizeable growth in organized retailing business in recent years and it is on the edge for
much faster growth in the future. Major retailers have entered this area and have
announced very determined future expansion plans. Transnational corporations are also
looking for a way to come to India and set up retail chains in collaboration with big Indian
companies. Opinions are divided on the impact of the growth of organized retail in the
country. Concerns have been raised that the growth of organized retailing may have an
unfavorable impact on retailers in the unorganized sector. It has also been argued that
growth of organized retailing will give way to efficiencies in the supply chain, enabling
better access to markets to producers including farmers and small producers and enabling
higher prices, on the one hand and, lower prices to consumers. In the context of different
views on the impact of organized retail, it is essential that an in-depth analytical study
on the possible effects of organized and unorganized retailing in India is conducted.

INTRODUCTION Contd…
Consumer behaviour is the study of people, gatherings, or associations and every one
of the exercises related with the buy, utilize and transfer of merchandise and
enterprises, including the buyer's passionate, mental and behavioral reaction. The
purchasing pattern of the customers may differ according to each customer. The
companies have to look after the mind set of customers towards the quality and
knowledge of products which leads to increase in sales in future period of time.
Consumers in rural areas normally purchase goods from nearby towns and villages.
Now, there has been a shift in consumer purchase behavior toward purchasing locally
that has prompted the need for better local promotional efforts to generate brand
awareness in small towns. FMCGs play a large part in the economy, as they are
inelastic products that touch every part of consumer life. Businesses that supply
FMCGs to a rural community can help provide employment opportunities and drive
down the cost of such products in those rural areas. FMCGs represent the fourth-
largest sector in the Indian economy and generate employment for more than three
million people in downstream activities. Fast-moving consumer electronics are usually
low-priced generic items with many comparable alternatives offering similar
functionality.

INTRODUCTION Contd…..
The retail sector is broadly classified into two groups; Organized and Unorganized retail
sector. The organized sector is mainly characterized by typically large number of
retailers, greater enforcement of taxation mechanisms and better labour law monitoring
systems. It is not just a stocking and selling, but is more about efficient supply chain
management, developing vendor relationships, quality customer service, efficient
merchandising and timely promotional campaigns. On the other hand the unorganized
retail market is characterized by typically small 5 retailers, more prone to tax evasion
and lack of labour law supervision. This market is more common in developing countries.
The traditional forms of independently owned small business and co-operative have lost
significant market share in developed countries and the retail sector in these countries
is now characterized by large multiple chains run by powerful and sophisticated
organizations. In global, the recently existing retail formats are Hypermarkets,
Supermarkets, Mass merchandisers, Discounters, Convenience stores, Specialty stores
and Mom-and-pops.

SCOPE OF THE STUDY
The study covers the retailers idea about the retail marketing strategies and their impression
about the success factors for the retail business and the extent of consumer buying behaviour
regarding various factors in FMCG products .The Rural markets offer huge untapped potential to
the marketers and academicians alike and the consumer behaviour demonstrated by inhabitants
of rural area differs significantly from their urban counterparts. But surprisingly not much
research has been done in the areas of consumer behaviour and the issues regarding the rural
retailers. The rural marketers usually try to extend urban marketing programmes to these rural
areas which generally do not produce the desired results. An in-depth knowledge of the rural
psychology and consumer behaviour patterns is one of the prerequisites for making a mark in
the FMCG market in the study area. In a highly populated country like India there is a potential
market for the FMCG. It provides entrepreneurship opportunities to the people and it also
provides employment to so many people who cannot own the retail stores. With the increase in
the purchasing power of the people and the rural reach of the retailers, the scope of retailing
has increased multiple times. Hence the present study aims at bringing out the various factors
such as retail marketing strategy preferred by consumers, factors influencing consumer buying
behaviour based on the mix criteria for the FMCG products and the success factors of the retail
business and impact of the strategy on the overall performance of the retail store and factors
that drive consumer satisfaction in the recent retail FMCG segment and retail marketing
opportunities that are prevailing in the FMCG segment. This research study will help the
retailers to have an awareness about the consumers of the study area and the various marketing
strategies which will we successful in the study area.

NEED FOR THE STUDY
Every living being is a potential consumer of goods and services. The needs of the
consumers throughout the world are similar, while the social, environmental and other
forces that vary from place to place lead to differences in buying and consumption
patterns. The consumers mind can be thought of as a geometric space where brands are
plotted as points to represent consumer judgments. The task of the marketer is to
mould consumer perceptions so as to occupy the desired position for his brand.
Consumer’s perception, attitudes, beliefs and experience play a vital role in forming
opinion about brands, buying decisions and influencing his loyalty. The following issues
emerge in the context of FMCG products. The FMCG market is flooded with a variety of
products and brands for various segments of target consumers.
In this regard, though there were some studies conducted in the urban areas, they did
not help the marketers to identify the perceptions of the consumers and retailers in the
rural and semi urban areas, so as to satisfy with their innovative strategies to make the
product reach and retain the potential customers in the specific areas. Hence, an
attempt is imperative to thoroughly study the retailer’s perception about marketing
strategies and consumer behaviour, with reference to Thanjavur district. Thus, the
present study makes an approach in this direction to provide effective information to
the retailers of FMCG companies to frame policies and to satisfy the customers in the
semi urban and rural areas of Thanjavur district.

STATEMENT OF THE PROBLEM
Growing share of the organized retail sector in India has been one of the major drivers for
India’s FMCG market. Though the share of organized retailing in India is still very low
compared to the other countries, it is among the fastest growing retail markets, globally. The
urban segment is the biggest contributor to the sector, accounting for two-third of total
FMCG sector revenue. However, with the emergence of new consumption hubs in India, and
economic growth in smaller cities the share of semi urban and rural FMCG markets is
anticipated to grow significantly during the forecast period.
Over the last decade, India has witnessed a demographic shift, with rapid adoption of
internet and growing digital media, and has significantly altered the purchase decision of
Indian consumers. The FMCG companies have now realized that India lies in its rural villages.
Since India’s major consumers are from rural villages, rural marketing has become the latest
marketing mantra of most FMCG majors. With extensive competition not only from MNCs but
also from numerous regional players and the lure of an untapped market has driven the
marketers to chalk out bold new strategies for targeting the rural consumer in a big way.
Marketers can benefit from understanding the individual accounts of consumer behaviour
over time. They can select marketing actions that fit their consumer’s patterns, commitment
and behaviour and can identify and use actions to influence those patterns. Insufficient
understanding can lead marketers into trouble. Therefore, sound understanding of consumer
perception, expectation and preference for branded products over time is the proper
foundation for winning and retaining consumers.

STATEMENT OF THE PROBLEM Contd…..
The penetration of online marketing like Big basket, Amazon and Flipkart has
even geared up the FMCG market. Thus, it becomes amply clear that rural India
has to be the hot target in future for FMCG companies as it presents a plethora of
opportunities, all waiting to be harnessed. Many of the FMCG companies are
already busy formulating their marketing strategy to tap the potential consumers
before competition catches up. The study will provide some basic ideas regarding
the retail marketing strategies that are effective to be adopted in the rural
segment of Thanjavur district in Tamil Nadu. The study also includes the
challenges, opportunities and success factors for the retailers.

RESEARCH QUESTIONS
The following are the research questions of the study
1.What are the factors that affect retail market of FMCG in the recent scenario?
2.What are the retail marketing opportunities that are prevailing in the FMCG
segment?
3.What are the retail marketing Challenges for the FMCGs?
4.What are the impact of marketing strategy in the FMCGs Sector?
5.How the retailers are success in their business?
6.What are the retail marketing strategies preferred by the consumers in the FMCG
market?
7.What are the factors influencing consumer buying behaviour based on the mix
criteria for the FMCG products?
8.How will the consumers are aware about the Retail Marketing Strategies in FMCG
Sector?
9.What are the factors that drive consumer satisfaction in the recent retail FMCG
segment?

RESEARCH OBJECTIVES
The following are the objectives of the study
1.To identify the factors that affect retail market of FMCG in the recent scenario in
Thanjavur District.
2.To evaluate the retail marketing opportunities that are prevailing in the FMCG
segment in the Study area.
3.To identify the retail marketing Challenges for the FMCGs in the selected retail
market in Thanjavur District.
4.To identify the success factors influenced in the Retailers Marketing Strategy in
the Study area.
5.To analyse the retail marketing strategies preferred by the consumers in the FMCG
market in Thanjavur District.
6.To know the factors influencing consumer buying behaviour based on the mix
criteria for the FMCG products in the study area.
7.To ascertain the factors that drive consumer satisfaction in the recent retail FMCG
segment in Thanjavur District.

LIMITATIONS OF THE STUDY
The following are the limitations of the study
1.The study is conducted in the selected Taluks of Thanjavur Districts due to
time constraints.
2.The study limits its analysis with only the consumers and retailers of
selected area.
3.Findings of the study may vary due to the future environmental changes.
4.The survey questions were not clearly interpreted by the respondents and
the answers were the personal opinion of the respondents. Hence it may not
be generalized.

ORGANISATION OF THESIS
The research study consists of the following five chapters:
Chapter I: This chapter consists of Introduction. This chapter deals with the conceptual
framework of the Retail marketing trends, FMCG marketing and its impact over
consumer buying behaviour, its importance in the organization and its influencing
factors are overviewed in the introduction. Importance of the study, statement of the
problem, and objectives of the study are explained in this chapter.
Chapter II: This chapter consists of the Review of Literature. The chapter discusses
about the previous research studies on Retail marketing practices of FMCG products in
the market and various related dimensions considered for the study.
Chapter III: This chapter consists of Research Methodology, hypothesis and limitations
along with the Framework of analysis and analytical tools are also given in this chapter.
Chapter IV: In this chapter Analysis and Interpretation of the Retail marketing
prospects in FMCG marketing strategies and perception of retailers have been
discussed. Analysis and Interpretation has been made on the primary data collected
through questionnaire.
Chapter V: In this analysis of consumers perceptions have been discussed. Analysis and
Interpretation has been made on the primary data collected through questionnaire.

ORGANISATION OF THESIS Contd…
Chapter VII: In this chapter, fit the conceptual model for Retail Marketing
Strategy for Fast Moving Consumer Goods by using Structural Equation Model.
Chapter IV: It consists of the Summary of Findings, Suggestions and Conclusion.
Appendices consist of the Questionnaire and References.

PILOT STUDY
Every researcher conducts a Pilot study before proceeding with the research. The
researcher also made a pilot study to know the feasibility of the study. It is
supposed to be like a trial run for the final preparation of the questionnaire. This
study was instrumental in designing the research protocol, identifying and finalizing
the sample, and also in determining the tools for data collection. Through
discussions with the respondents and experts and retailers, the pilot study enabled
to extract information from the respondents about their socio economic status,
factors affect retail market of FMCG, the retail marketing opportunities, retail
marketing strategies, factors influencing consumer buying behaviour and the factors
that drive consumer satisfaction. The pilot study also helped to identify the
problems in data collection. It helped to dispose of irrelevant questions and to re-
word the difficult or unclear questions. The necessary changes and alterations were
made as per the suggestions and results of the pilot study and the questionnaire was
finalized.

METHOD OF DATA COLLECTION
Primary and Secondary data methods have been used in the study for collection of
data. Primary data is collected by researchers, to answer research question-like,
when the researcher observe the consumers’ opinion on retail marketing strategies,
factors influencing consumer buying behavior based on the mix criteria for the
FMCG products and factors that drive consumer satisfaction in the recent retail
FMCG segment and retailers’ opinion on factors that affect retail market of FMCG,
Retail marketing opportunities that are prevailing in the FMCG segment, The retail
marketing Challenges for the FMCGs in the selected retail market, impact of
marketing strategy on performance of retail store and success factors for retailers.
The primary data collection method have structural closed ended and open ended
questionnaire. Secondary data is collected from journals, websites and magazines.
Under the primary data collection method structured questionnaire has been used
to collect data from the sample respondents. The questionnaire consists of
questions which explain about the demography of the respondents like age, marital
status, educational qualification, experience, etc., and all the other questions
related to the dimensions taken for the study. After pre testing with 10 retailers and
50 consumer respectively, appropriate modifications were made in the
questionnaire.

DIMENSIONS OF THE STUDY
Apart from the socio demographic factors of the retailers and consumers, the
present study takes the following dimensions for its analysis.
For consumers
1.Retail Marketing Strategies
2.Factors influencing consumer buying behavior based on the mix criteria for the
FMCG products
3.Factors that drive consumer satisfaction in the recent retail FMCG segment
For Retailers
1.Factors that affect retail market of FMCG
2.Retail marketing opportunities that are prevailing in the FMCG segment
3.The retail marketing challenges for the FMCGs in the selected retail market
4.Impact of marketing strategy on performance of retail store
5.Success factors for retailers
The dimensions were split into various sub dimensions.

POPULATION AND SAMPLING PROCEDURE
Retailers and Consumers of Thanjavur district are considered as population of the study.
The sample size of respondents is derived from the infinite population for performing
the research. The purposive sampling technique is applied for obtaining the sample.
Purposive sampling is a sampling technique in which researcher relies on his or her own
judgment when choosing members of population to participate in the study. This non-
probability method is often used during preliminary research efforts to get a gross
estimate of the results, without incurring the cost or time required to select a random
sample.
Sample size refers to the number of items to be selected from the universe to constitute
a sample. It has a direct bearing on how accurate the findings are relative to the true
values in the population. Therefore, determining an appropriate sample size for this
research was considered to be a paramount importance.
The study is performed among the consumers and retailers and therefore regarding the
Thanjavur district, out of nine Taluks namely Thiruvidaimarudur, Kumbakonam,
Papanasam, Pattukottai, Peravurani, Orathanadu, Thanjavur, Thiruvaiyaru and Budalur
predominant Taluks are considered for the sampling. They are Kumbakonam, Pattukottai,
Thanjavur and Thiruvaiyaru.

QUESTIONNAIRE
Two structured questionnaires were constructed to get the primary data from the
consumer respondents and retail respondents. The questionnaire consists of
questions which explain about the demographic profile like age, marital status,
educational qualification, dependents etc., as well as retail profile of the
respondents and all the other questions related to the study. After pre testing with
50 consumers and 10 retailers’ appropriate modifications were made in the
questionnaire.

MEASUREMENT SCALE
The dimensions taken for the research analysis such as Factors that affect retail
market of FMCG, Retail marketing opportunities that are prevailing in the FMCG
segment, The retail marketing challenges for the FMCGs in the selected retail
market, Impact of marketing strategy on performance of retail store, Success factors
for retailers, Consumers Opinion on Retail Marketing Strategies and Factors
influencing consumer buying behavior based on the mix criteria for the FMCG
products are measured with the help of 5 point scale such as, ‘strongly disagree,
disagree, neither agree nor disagree, agree and strongly agree. Likewise, the
demographic profile of the consumers is studied with the help of nominal scaling or
the categorical type. Factors that drive consumer satisfaction in the recent retail
FMCG segment is measured by means of 5 point scale such as extremely dissatisfied,
dissatisfied, neither satisfied not dissatisfied, satisfied and extremely satisfied.

FRAMEWORK OF ANALYSIS
Statistical tools like Percentage analysis and statistical analysis were done in the
analyzed chapter. Responses of the respondents, both Retailers and Consumers,
for each question are analyzed with the help of percentages. Responses of each
question were first tabulated and analyzed. Majority and minority classification
of the responses have been made with the help of percentages. Inferences can
be made logically with the help of percentage analysis. Hence statistical analysis
was considered first. The analysis section consists of hypothesis testing.

HYPOTHESIS OF THE STUDY
The following are the hypothesis of the study:
The distribution of factors that affect retail market of FMCG is same across the categories
of the socio-economic profile of the retailers.
There is no significant difference between mean ranks of the factors that affect retail
market of FMCG.
The distribution of retail marketing opportunities that are prevailing in the FMCG
segment is same across the categories of the socio-economic profile of the retailers.
There is no significant difference between mean ranks of the retail marketing
opportunities that are prevailing in the FMCG segment.
The distribution of the retail marketing challenges for the FMCGs in the selected retail
market is same across the categories of the socio-economic profile of the retailers.
There is no significant difference between mean ranks of the retail marketing challenges
for the FMCGs in the selected retail market.
The distribution of impact of marketing strategy on performance of retail store is same
across the categories of the socio-economic profile of the retailers.
There is no significant difference between mean ranks of the impact of marketing
strategy on performance of retail store.

HYPOTHESIS OF THE STUDY Contd…
The distribution of success factors for retailers is same across the categories of the socio-
economic profile of the retailers.
There is no significant difference between mean ranks of the success factors for retailers.
The distribution of retail marketing strategies is same across the categories of the socio-
demographic profile of the consumers.
There is no significant difference between mean ranks of the retail marketing strategies.
The distribution of factors influencing consumer buying behavior based on the mix criteria
for the FMCG products is same across the categories of the socio-demographic profile of
the consumers.
There is no significant difference between mean ranks of the factors influencing
consumer buying behavior based on the mix criteria for the FMCG products.
The distribution of factors that drive consumer satisfaction in the recent retail FMCG
segment is same across the categories of the socio-demographic profile of the consumers.
There is no significant difference between mean ranks of the factors that drive consumer
satisfaction in the recent retail FMCG segment.
The major hypotheses were split into sub hypotheses in the analysis section.

RELIABILITY AND VALIDITY OF DATA
The following table shows that, the Cronbach’s alpha value for every dimension of the retail marketing
strategy for fast moving consumer goods with special reference to Thanjavur district..
Dimensions Reliability No of items
Retailers’ Response
Retail marketing opportunities that are prevailing in the FMCG segment. .926 12
The retail marketing Challenges for the FMCGs in the selected retail market .894 13
Impact of marketing strategy on performance of retail store .923 11
Green marketing practices followed by the retailers .903 36
Success for the Retailers .879 12
Consumer’ Response
Retail Marketing Strategy .841 11
Factors influencing consumer buying behavior based on the mix criteria for the FMCG
products .733 12
Factors that drive consumer satisfaction in the recent retail FMCG segment. .737 6

RELIABILITY AND VALIDITY OF DATA
As the Cronbach’s alpha of eight parameters (Retail marketing opportunities that
are prevailing in the FMCG segment, The retail marketing Challenges for the
FMCGs in the selected retail market, Impact of marketing strategy on
performance of retail store, Green marketing practices followed by the retailers,
Success for the Retailers, Retail Marketing Strategy, Factors influencing consumer
buying behavior based on the mix criteria for the FMCG products and Factors that
drive consumer satisfaction in the recent retail FMCG segment) reveal .700 and
more than .700 as alpha. So, it is confirmed that the data are highly reliable and
valid for analysis.

ANALYTICAL TOOLS USED
• Mean and standard deviation
• Kendall's W Test
• Kruskal–Wallis Test
• Multiple regression analysis
• Tree structured analysis
• Neural Network (NN) method
• Wilcoxon signed rank test
• Structural Equation Modeling

FINDINGS OF THE STUDY
Findings related to socio - economic characteristics of the retailers
Out of 150 retailers 120 retailers are male and 30 retailers are female. Mostly male gender takes the
retailers position. As the job involves more of outward movement in the society. The educational
status of the sample retailers selected for the study. It is inferred that out of 150 retailers 90 (60 %)
of the retailers possess a school education. Many of the retailers in rural areas take the family
business of retailing. So, they would have come to business bit earlier in their life. Those respondents
who have an under graduate degree is 32 (21.3%) and post graduate is 14 (9.3%). It is only a small
percentage say, 14 (9.3%) retailers have completed their professional course. It is found that 112
(74%) out of 150 respondents have their retail outlet as sole proprietorship and 19 (12.7%)
respondents run their business as partnership and 20 retailers has taken their business as franchise.
Regarding the monthly income of the respondents, shows that 27 (18%) retailers earn less than
Rs.1,00,000. The monthly income doesn’t seem to be attractive.42 (28%) retailers earn a monthly
income ranging from Rs.1,00,001 – Rs. 2,00,000. And nearly 29 (19.3%) retailers have an income
ranging from Rs.2,00,001 – Rs. 3,00,000. Very few 24 respondents (16%) have an monthly income
above Rs.4,00,000 rupees.
Out of 150 retailers, 10 (6.7%) retailers earn less than Rs. 10,00,000 as annual income. 18 (12%)
retailers earn a annual income ranging from Rs.10,00,001 – Rs. 20,00,000. And nearly 40 (26.7%)
retailers have an income ranging from Rs.20,00,001 – Rs. 30,00,000. 32 respondents (22.3%) have an
annual income between Rs.30,00,001 – Rs. 40,00,000 and 50 retailers earn an annual income above
Rs.40,00,000 rupees.

Out of 150 retailers, only 6 retailers (4%) have an experience less than two years. 31 (21.7%)
retailers have an experience from 3 to 4 years and 24 (16%) respondents have an experience of 5
to 6 years and nearly 43 (28.7%) retailers have an experience from six to seven years. And 46
(30.7%) retailers have an experience above 7 years.
Majority of 107 (71.3%) of retailers deals with branded products. And 43 (28.7%) of retailers
deals with unbranded products. It is also noted that the products Covered by the retailers also
differs, out of 150 retailers, 57 (38%) retailers deals with Food and Beverages and 54 retailers
deals with Health Care products and 39 (26%) deals with Personal care & Households products.
Findings related to factors that affect retail market of FMCG
The respondents are “agree” to the components like “Big Corporate companies entering retail
business, Competition from local retailers, Competition from online and Retail Marketing
Strategy affect their market as the mean value is more than 4 and less than 5. The components
or factors like Change in Trends, tastes and preferences and Price fluctuations do affect their
market but the respondents neither agree nor disagree for these factors as the mean value is
more than 3 and less than 4. May the retailers were are able to identify or differentiate the
factors from the factors which affect directly. These two factors can be studied only when the
retailers have a follow up of their sales and market. It is again inferred that the factors like,
State of Economy, Technology, Rise of consumerism and Size of retail store factors affecting the
retail market is being given less importance as the mean value is less than 3.

The factors like Credit facilities provided by suppliers and fall in supply of agricultural
products also being disagreed by the respondents as its mean value is less than 3. It is found
that the retailers in the study areas is mainly affected by the big retailers who enter the
market with more investments and choices and due to the emerge of online market. These
two things for sure going to change the customer life style in the rural and urban area. Even
though price fluctuations affect the market, for FMCG goods the price fluctuation is seen with
very minor changes which many times goes unnoticed by the consumer. The retailers of the
study area with many of them having less education is really going to have tough time in
coping up with changes in life style and with entry of retail giants.
The mean value is less when compared to other factors for “Credit facilities provided by
suppliers”. Even the suppliers have to increase the movement of their goods so by providing
credit facilities to the retailers they achieve their target sales. So, retailers feel the burden
less by this factor.
The distributions of factors that affect retail market of FMCG are same across the categories of
the gender of the retailers. And it is also inferred from the study that the majority of the
retailers are male. Even if the business is run by the female counterparts, the factors affecting
the retailers are common for both the genders as they operate in same environment. The
female may find marketing aspects difficult when compared with male gender. But that factor
was not included in the study. The researcher has taken it as “Retailers”. The researcher
thereby infers that the factors that affect the retailers taken for study is common for both the
genders.

The distributions of factors that affect retail market of FMCG are same across the categories of the
educational qualification of the retailers. It is understood from the study that those factors affecting
the retailers are common irrespective of their education background. The problem is going to be the
same; the way they handle the factors and overcome its negative impact depends on the experience
and the educational status of the retailer. It is also noted that the majority of the retailers in the
study area have completed their school education only. It shows that the medium and small retailers
should have taken their family run business.
nature of ownership of the retailers. The factors affecting the retail business is common for all type
of ownership. It should be understood like the factors taken for the study is common to all type of
ownership. There are some practical difficulties in running a sole proprietor ship and partnership
firms. These problems differ from one another. But those factors were not included in the schedule.
It is also inferred from the study majority of the retailers taken for the study run their business as
sole proprietorship.
monthly income of the retailers. It is found from the study that all the income group retailers face
the same problem. It is understood like, the volume or intensity of the problem may vary depending
on the size of the business but the factors affecting are common. Majority of the retailers earn
monthly income ranging from one lakh to two lakhs per month. In a rural area like Thanjavur district
many retailers have small size business compared to that of metropolitan cities.

Findings related to Retail Marketing Opportunities that are prevailing in the FMCG segment
The respondents “agree” to the components like “Customer convenience (All in one roof), Increase
in working population, Consumers Exposure to media and Changing Life Styles” as the mean value is
more than 4 and less than 5. It is inferred that the retailers feel that the components above are the
factors providing them opportunity to grow in the retail market of FMCG segment. It is of course the
consumers exposure to media let them know the different products available in the market. All the
consumers are exposed to media. The changing life style of the rural consumers has also changed.
This might be due to increase in working population and educational level. It is again inferred that
the factors like,” High disposable income, Emerging rural markets, Seamless service and Nuclear
families in urban areas have given the retailers opportunity to grow.
The distribution of retail marketing opportunities that are prevailing in the FMCG segment are same
across the categories of the gender of the retailers. As discussed and inferred earlier the majority of
the respondents are of male gender. The gender component does not influence the retailing
opportunities in the market. So both the genders feel the same factors as contributing factor to
retailing opportunities.
The distribution of retail marketing opportunities that are prevailing in the FMCG segment in respect
of “Making best out of increased mobile usage, High disposable income, Increase in working
population, Government Support through policies, Emerging rural markets, Consumers Exposure to
media, Changing Life Styles, Seamless service, Development in Transportation service and Nuclear
families in urban areas” are same across the categories of the educational qualification of the
retailers.

The distribution of retail marketing opportunities that are prevailing in the FMCG segment are
same across the categories of the nature of ownership of the retailers. The marketing
opportunities are same for all type of business organizations. The nature of ownership does not
hinder any marketing opportunities to the retailers in FMCG sector. A sole proprietor has the
high freedom when compared to other type of ownership.
same across the categories of the monthly income of the retailers. The monthly income of a
retailer is based on the volume of sales and his profit margin. This is achieved by how well the
retailers are able to use the marketing opportunities displayed in front of them. The
opportunities are common for all level of income earners.
The distributions of retail marketing opportunities that are prevailing in the FMCG segment are
same across the categories of the annual sales of the retailers. As discussed earlier in the
monthly income of the retailers the same goes good with the annual income level of retailers.
The annual income is the cumulative of the monthly income.
same across the categories of the experience of the retailers. It is inferred that the all
categories of experienced retailers get equal marketing opportunities.

Findings related to the retail marketing challenges for the FMCGs in the selected retail market
The respondents “agree” to the components like “Cost of Land or Rent, Lack of skilled work
force and Customer Satisfaction” as the mean value is more than 4 and less than 5. It is
inferred that the retailers of the study area, perceived these factors as the biggest challenge.
It is also inferred that the challenges like, “Existence of unorganized retail stores , Change in
cultural habits and Choosing correct marketing strategy is also perceived as challenges by the
retailers but have neither agreed nor disagreed to these statements as the mean value is
more than 3 and less than 4. The researchers conclude that a good marketing strategy will
help the retailers to overcome these challenges. But the selecting the right marketing
strategy by itself is a big challenge.
The distribution of the retail marketing challenges for the FMCGs in the selected retail market
is same across the categories of the gender of the retailers. Retail stores that sell directly to
consumers face different marketing challenges than other industries. The retail industry deals
with the perceptions and thought-processes of consumers shopping in retail stores most of the
time. To avoid falling behind competitors, retail outlets must do their marketing efforts and
view them as an important investment in business success. They should be aware of the
product changes, competitor strategies, and customer attitudes, a retail outlet can avoid
losing businesses because of low awareness. Even though majority of the retailers belong to
male gender, all these challenges seem to be common to both the genders.

market are same across the categories of the educational qualification of the retailers. The
challenge facing the organized retail sector is the competition from unorganized sector. The
retail scenario is characterized by logistical challenges, constant changes in consumer
preferences and development of new retail formats.
market (except Lack of recognition) are same across the categories of the nature of
ownership of the retailers. It can be inferred that all type of business ownership face
challenges common to retail industry. One exception seen in the study is the factor “lack of
recognition”. The sole proprietor may not suffer from lack of recognition in his business. The
consumer used to save most of his income and purchase the necessities.
market are same across the categories of the monthly income of the retailers. The monthly
income of the retailers may vary from one retailer to another, but the challenges faced by
them seem to same. All the retailers have to face the factors taken for the study. The
challenging components included in the schedule is common to all retailer irrespective their
monthly income. If the retailer is able to cope up with the challenging environment he might
earn more income compared with his or her counterparts.

The dimension “the retail marketing challenges for the FMCGs in the selected retail market”
comprises 13 statements. Out of thirteen statements, three statements contribute more
towards the retail marketing challenges for the FMCGs in the selected retail market. The
statements are 1. Customer Satisfaction, 2. Lack of skilled work force and 3. Cost of Land or
Rent. It is infer that the one of the important challenge faced by the retailers is satisfying the
customers. Due to ever changing consumer preference and tastes, it is very difficult for a rural
or semi urban retailer to cope up with the change in the midst of running the business. The
retailer has to clear up his stock before the product gets outdated. Present day customers are
well informed and they go for a change immediately.
The retail marketing challenges for the FMCGs in the selected retail market in respect of “Cost
of Land or Rent” contribute more towards the output of overall success. With vast growth in
retail industry, there arises a huge demand for the real estate or space for business. This leads
to increase in property prices. For a retailer, starting a new store needs huge investment in
purchasing a land. This huge investment is also a challenge for the retail outlets. Rental prices
are also increasing, leading to increase in the overall costing. If a retailer gets a space at a
lower cost or at an affordable price, he can save his profit. This challenge seems to be of more
concern for the retailers. The most important factor that challenges retailing is the cost of land
or the rental rates.

Findings related to impact of marketing strategy on performance of retail store
The respondents are “agree” to the components like “Increases Profit, Increase Sales and
Attracts New Customer” as the mean value is more than 4 and less than 5. It is inferred that
the retailers of the study area, feel that these components are the results for having a good
strategy and have an impact on Performance of Retail Store. If a retailer adopt a good
marketing strategy then naturally, his sales component will increase leading to good profit.
The perfect marketing strategy also attracts new customers to his business. It is also inferred
that the outputs like, “Increase Market penetration, Increases Customer Satisfaction, Increase
marketing revenue and marketing-influenced sale and Improves Retailers Brand Image” are
also accepted by the retailers that these might be best output from a good marketing strategy.
The distribution of impact of marketing strategy on performance of retail store are same
across the categories of the gender of the retailers. The relationship between the marketing
strategy and performance of the retail store is always positive.
The distribution of impact of marketing strategy on performance of retail store are same
across the categories of the educational qualification of the retailers. The right marketing
strategy adopted by retailers irrespective of their educational qualification is going to give the
same impact on the performance of the retail store. s.

The distribution of impact of marketing strategy on performance of retail store (except
Increases Customer Satisfaction) are same across the categories of the nature of
ownership of the retailers. It is inferred that the impact of marketing strategy on
performance of retail store varies with nature of ownership. Other variables taken for
the study seems to be the same irrespective of the type of ownership.
Increase Market penetration) is same across the categories of the monthly income of the
retailers. It is understood that the impact of marketing strategy on store performance is
same for all level of monthly income retailers
Increases Profit, Increase Market penetration) are same across the categories of the
annual sales of the retailers. The annual sales of the retailers don’t change the impact
of the strategy on performance of the store. But the sales will increase the profit
percentage.
the variables like, Attracts New Customer, Decrease customer acquisition cost) are same
across the categories of the experience of the retailers. It is understood that the
components taken for the study are accepted by the different categories of experienced
retailers in increasing the performance of the store.

Findings related to Success Factors for Retailers
The respondents are “agree” to the components like “Meeting customer requirements, Store
experience, creating a Personal Touch and Effective forecasting” as the mean value is more than 4 and
less than 5. It is inferred that the retailers of the study area, feel that these factors contribute more
towards the success of Retailers. It is always seen that customer service and customer experience are
interchangeable. But, it is to be noted that one is a single touch point with a brand, while the
customer experience impacts feelings and emotion and encompasses the whole customer journey. It is
understood that, satisfying the customers by meeting their demands and forecasting in advance what
they are in need, will help the retailers to be successful in their business.
The distribution of success factors for retailers (except for the variable like financial flexibility and
Store experience) are same across the categories of the gender of the retailers. All the success factors
are same for both the genders. But financial flexibility differs. This might be due to male gender taking
all the financial burden rather than female gender. Store experience is also felt differently by both the
genders. Females love windows shopping and they expect a pleasant atmosphere and men really need
what they want.
The distribution of success factors for retailers (except Proximity to the market) is same across the
categories of the educational qualification of the retailers. The retailers of the study area feel that the
store nearer to the market gives more opportunity for success. There is also a different opinion that if
the store is away from the market, the people who are away from the market, can make use of the
retail store at their place. Proximity to the market will help the retailer to get the goods.

The distribution of success factors for retailers (except Meeting customer requirements,
Creating a goodwill for retail store, Effective forecasting, Proximity to the market and
Overall Success) are same across the categories of the nature of ownership of the retailers.
The success factors for the retailers are not the same across different ownership. It is
common for most of the components taken for the study. The choice of vertical relationships
between manufacturer and retailers is examined using a principal-agent framework.
Principal-agent theory predicts that as unobservable effort exerted by the retailer becomes
more important to the manufacturer, contracts between the manufacturer and agent will
entail strong incentives and less direct control.
The distribution of success factors for retailers is same across the categories of the monthly
income of the retailers. The success factors taken for the study is accepted by all the
retailers across different categories of monthly income. Those retailers who apply these
success factors irrespective of their monthly income, get more profit.
The distribution of success factors for retailers are same across the categories of the annual
sales of the retailers.
The distribution of success factors for retailers (Except Appropriate store formats) are same
across the categories of the experience of the retailers It is inferred from the analyses that
the retailers perceive the success factors taken for the study as common for all of them.
Whether the retailers are experienced or not the success factor is common. The experienced
retailer may make use of the success factors at his best due to his expertise in the field of
retail business.

Findings related to socio - economic characteristics of the consumers
Out of 400 consumers 236 consumers are male and 164 consumers are female. When it comes to age of
the consumers, it is noted that majority (158) 39.5% of belong to the age group less than 30 years. It is
also noted that there are 118 consumers (29.5%) falls under the age group of 31 to 40 years. And, in the
age group from 41 to 50 years we have 68 (17%) consumers and only a very less percentage of 14% (56)
consumers comes under the age group above 50 years. The educational status of the sample consumers
selected for the study. It is inferred that out of 400 consumers 141 (35.3%) consumers possess school
education. Those respondents who have an under graduate degree is 166 (41.5%) and post graduate is 67
(16.8%). It is interesting to note nearly 26(6.5%) consumers from the sample have completed their
professional course.
The annual income of the consumers has much interdependence over the attribute of Poor quality of
items. This may be due to the potentiality of the consumers based on their income and their
consciousness over the quality of the goods they buy is worth of its price. Therefore the annual income of
the consumers show its effect on the perception towards the difficulties of consumers when they
purchase fruits and vegetables.
It is found that 142 (35.5%) out of 400 respondents are unmarried and 258 (64.5%) respondents are
married. Majority of the consumers who came for purchase are married. Regarding the monthly income of
the respondents, It shows that 70 (17.5%) Consumers earn less than Rs.10, 000. 119 (29.8%) consumers
earn a monthly income from 10001 to 20,000. And nearly 65 consumers have an income of Rs.20001 to
Rs.30,000. Only 73 consumers have an income more than Rs.30, 000 – Rs.40, 000/- . Equally 73
respondents (18.3%) have an monthly income above 40,000 rupees.

Out of 400 respondents 96 (24%) are government employee. And 132 consumers hold a private job
and 70 respondents run a business and nearly 102 (25.5%) are homemakers. In order to study the
purchasing frequency of the consumer question was included in the schedule and it was in fact
surprise to note that 138 consumers (34.5%) go for purchase daily. And 158 (39.5%) consumers
purchase once in a week. Nearly 104 consumers have stated that they make a purchase once in a
month. It also inferred from the study that 136 consumers purchase their products from
supermarket. It is not a surprise for a place like Thanjavur that 159 (39.8%) consumer’s purchase
their products from traditional shop and only 76 (19%) respondents have mentioned that they go
for online purchase. Even though there is no very big malls for FMCG purchase in Thanjavur
districts 29 consumers have mentioned that they do their purchase in Malls. May be they should
have misunderstood the concept of malls for big departmental stores.
Findings related to Retail Marketing Strategies (Consumers’ Opinion)
The respondents are “agree” to the strategy components like “I like point of purchase
advertising”, “I am attracted towards store displays” and “I always look for price of the product
first “ as the mean value is more than 4 and less than 5. It is also noted that the respondents
neither agree nor disagree for many components like “I like sales people around me while
purchasing” , “I like stores with more space and good layout” , “I like novelty in products” ,”I
always look for offers and discounts”, “I always go to shops very near my location”, “I watch local
advertisements about the products availability”, “I like visiting stores” and “Online purchases
satisfies me” as the mean value is more than 3 and less than 4. It is infer that strategies like point
of purchase and store displays attract the consumers from this region.

The distribution of retail marketing strategies are same across the categories of the
gender of the consumers. It is well understood that FMCG retailers usually adopt
strategies which are most common to both the genders of consumers. Nowadays, both
gender come for purchases equally. So, the findings is relevant as the distribution of
retail marketing strategies are same across the categories of the gender of the
consumers.
The distribution of retail marketing strategies are same across the categories of the age
of the consumers. This findings comes in a way that for FMCG, the age distribution
seems to have no impact. It is also noted that even if we say less than 30 years, the
study is not targeting on children’s. So strategy of retailers need not change to attract
the consumers. And due to change is lifestyle and increase in working women population
the upper age falling under the category of old people have increased.
The distribution of retail marketing strategies is same across the categories of the
educational qualification of the consumers. Almost all the strategies adopted by retailers
target the psychological understanding of the consumers rather than their knowledge.
So, education is not playing a major role in deciding the strategy. And it should be noted
that the educated population is also increasing. In the traditional formats consumers will
not be facing much trouble as both the point of display and service will be rendered to
consumers. In case of departmental stores point of purchase and self-service is adopted.

Findings related to factors influencing consumer buying behavior based on the mix criteria for
the FMCG products
The respondents are “agree” to the strategy components like “Product should be convenient to
use”, “I value “Quality” more in my purchases” “I ask retailer for opinion before making a
purchase” “I purchase products based on friends and relatives opinion” and “I know about the
product through advertisement” as the mean value is more than 4 and less than 5. It is also
noted that the respondents neither agree nor disagree for many components like “Product look is
important” “I decide my purchase based on Packaging” “I Look mainly for “price” while making
the purchase” “I always purchase branded products” “The product should be easily available” “I
purchase products based on advertisements” and “I know about the product through friends and
relatives” as the mean value is more than 3 and less than 4.
The factors like convenience, Quality of the product, advertisement and peer group influence a
consumer a lot in making their purchase. Other factors like product aesthetic, packaging,
Branded products are taken into consideration. But the respondents have neither agreed nor
disagreed. For a rural consumer branded products, packaging seem to be less important.
The distribution of factors influencing consumer buying behavior based on the mix criteria for
the FMCG products are same across the categories of the gender of the consumers. Even though
there might be slight difference between the buying behaviour of both the genders, based on the
variables taken for the study, it is understood that all the factors influencing consumer buying
behaviour based on the mix criteria for the FMCG products are same across the categories of the
gender of the consumers.

The distribution of factors influencing consumer buying behavior based on the mix criteria for the
FMCG products are same across the categories of the age of the consumers. Even though there might
be slight difference between the buying behaviour of different age group, based on the variables
taken for the study, it is understood that all the factors influencing consumer buying behaviour
based on the mix criteria for the FMCG products are same across the categories of the age of the
consumers. When it comes to Price, promotion, quality or product packaging all expect the same
characteristics before making a purchase decision. Since the study is on Fast Moving Consumer
Goods, the factors seem to be same for all age groups. Because there is no need for intensive study
by the consumers, before making a purchase. Therefore, the distribution of factors influencing
consumer buying behavior based on the mix criteria for the FMCG products are same across the
categories of the age of the consumers.
The distribution of factors influencing consumer buying behavior based on the mix criteria for the
FMCG products (Except “the product should be easily available”) are same across the categories of
the educational qualification of the consumers for the above variables. This result might be due to
the knowledge driven educated society. The educated people know to use the tools from which they
will come to know the availability of the product. So, this variable has less important or influence
among the highly educated people. We can infer like this also, that young consumers when they go
in search of a product, they easily switch over to the substitute product, if the product is not
available.

Findings related to factors that drive consumer satisfaction in the recent retail FMCG segment
The respondents are “agree” to the strategy components like , “Product should fulfill my
expectation”, “Quality of product should be consistent”, “Price should be affordable”, “Quality
with reasonable price will be appreciated”, “Overall satisfaction of the consumers” as the mean
value is more than 4 and less than 5.. They neither agree nor disagree this statement. It is inferred
that the consumers agree and it can be taken as a finding that the above factor leads to consumer
satisfaction. It is also inferred that the consumers not only expects a quality product, it should also
consistent over time. And the price should match the quality of the product. In depth
understanding is required in quality- price variable. It should not be treated as independent
factors. Both are linked with one another in order to satisfy the consumer. The understanding of
the term “quality” is very clear among the consumers. It includes consistency and quality- price
match. The consumers seem to be neutral in the case of “Product should be easily available”. This
factor may or may not drive customer satisfaction.
The distribution of factors that drive consumer satisfaction in the recent retail FMCG segment are
same across the categories of the gender of the consumers (Except Quality with reasonable price
will be appreciated, Overall satisfaction of the consumers). For some reasons or the other the men
and women differ in the concept of “quality with reasonable price. Because most of the women
prefer quality with right price. But men makes it clear, if it is of more quality more price will be
charged. Here the women gender gets less satisfaction if price is paid more for a good quality. But
men, gets satisfied with the quality irrespective of price.

The distribution of factors that drive consumer satisfaction in the recent retail FMCG segment
are same across the categories of the age of the consumers. Almost all the age group of
consumers taken for study prefers consistency in quality, product feature should satisfies them
and price should be affordable and product should be easily available. If anyone of the factors is
missing while making a purchase, there are likely chances that the consumer may get
dissatisfied.
The distribution of factors that drive consumer satisfaction in the recent retail FMCG segment
are same across the categories of the educational qualification of the consumers (Except
Product should fulfill my expectation, Quality of product should be consistent, Price should be
affordable). Among the all level of educated mass the perception or factors for satisfaction
differs. They want the product to be available easily. This might be due to lack of time under
their dispersal to know the availability of the product. So if a product is available easily, almost
all educated customer gets satisfied. And I goes the same if they get a product of good quality
with reasonable price. But the following variables seem to be not the same among the various
educational qualifications of the consumers. Product should fulfill my expectation, Quality of
product should be consistent, and Price should be affordable. Here, a well-educated or highly
educated consumer knows what to expect from a product to the maximum. He wants all the
functions expected from one product. Whereas, a less educated consumer doesn’t even know
what is the maximum function to be expected in the product.

‘The distributions of factors that drive consumer satisfaction in the recent retail FMCG segment are
same across the categories of the marital status of the consumers. An adult consumer whether married
or single expects the above factors to get satisfied with the product. Since these are basic factors for
a consumer to get overall satisfaction.
same across the categories of the occupational of the consumers.
same across the categories of the monthly income of the consumers. So, the price, quality, functions
of product plays a vital role in the customer satisfaction irrespective of their income level.
same across the categories of the frequency of purchase of the consumers.
same across the categories of the preferred shopping for FMCG products of the consumers.
There is significant difference between mean ranks towards the factors that drive consumer
satisfaction in the recent retail FMCG segment. Out of the six the factors that drive consumer
satisfaction in the recent retail FMCG segment variables; the “Quality with reasonable price will be
appreciated” has the highest rank (3.73). So, that the factors that drive consumer satisfaction in the
recent retail FMCG segment is influenced by “Quality with reasonable price will be appreciated”
Variable. It is understood that all the consumers expect right quality with right price. Only when
retailers fix a price of the product based on this expectation, the consumers get satisfied.

Findings related to conceptual model fit for Retail Marketing Strategy for Fast Moving Consumer
Goods by using Structural Equation Model
The relationship between Retail marketing opportunities that are prevailing in the FMCG segment
and Gender of the retailer, Educational qualification of the retailer, Nature of the ownership of the
retailer, Monthly income of the retailer, Annual sales in the retail shop, Experience of the retailer,
Nature of the product available in the retail shop & Products covered in the retail shop are
insignificant. Further, the relationship between Retail marketing opportunities that are prevailing
in the FMCG segment and Gender of the retailer, Educational qualification of the retailer, Monthly
income of the retailer, Annual sales in the retail shop and Experience of the retailer have negative
association. And also, the relationship between Retail marketing opportunities that are prevailing
in the FMCG segment and Nature of the ownership of the retailer, Nature of the product available
in the retail shop and Products covered in the retail shop have positive association.
The relationship between Factors influencing consumer buying behavior based on the mix criteria
for the FMCG products and Gender of the consumers is insignificant. Further, the relationship
between Factors influencing consumer buying behavior based on the mix criteria for the FMCG
products and Gender of the consumers have positive association.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Gender of the
consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail
Marketing Strategies and Gender of the consumers have negative association.
.

The relationship between Consumers’ opinion on Retail Marketing Strategies and age of the
consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail
Marketing Strategies and age of the consumers have negative association.
for the FMCG products and age of the consumers is insignificant. Further, the relationship between
Factors influencing consumer buying behavior based on the mix criteria for the FMCG products and
age of the consumers have positive association.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Educational
qualification of the consumers is insignificant. Further, the relationship between Consumers’
opinion on Retail Marketing Strategies and Educational qualification of the consumers have
negative association.
for the FMCG products and Educational qualification of the consumers is insignificant.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Marital status of
the consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail
Marketing Strategies and Marital status of the consumers have positive association.
for the FMCG products and marital status of the consumers is insignificant. Further, the
relationship between Factors influencing consumer buying behavior based on the mix criteria for
the FMCG products and Marital status of the consumers have negative association.

The relationship between Consumers’ opinion on Retail Marketing Strategies and Occupation of the
consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail Marketing
Strategies and Occupation of the consumers have negative association.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Occupation of the
consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail Marketing
Strategies and Occupation of the consumers have positive association.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Monthly income of
the consumers is insignificant. Further, the relationship between Consumers’ opinion on Retail
Marketing Strategies and Monthly income of the consumers have positive association.
The relationship between Factors influencing consumer buying behavior based on the mix criteria for
the FMCG products and Monthly income of the consumers is insignificant. Further, the relationship
between Factors influencing consumer buying behavior based on the mix criteria for the FMCG
products and Monthly income of the consumers have positive association.
The relationship between Consumers’ opinion on Retail Marketing Strategies and Frequency of
purchase of the consumers is insignificant. Further, the relationship between Consumers’ opinion on
Retail Marketing Strategies and Frequency of purchase of the consumers have positive association.
The relationship between Factors influencing consumer buying behavior based on the mix criteria for
the FMCG products and Frequency of purchase of the consumers is insignificant. Further, the
relationship between Factors influencing consumer buying behavior based on the mix criteria for the
FMCG products and Frequency of purchase of the consumers have negative association.

The relationship between Success of the retailers and Products covered in the retail shop is
insignificant. Further, the relationship between Success of the retailers and Products covered in the
retail shop have positive association.
The relationship between Satisfaction of the Consumers and Success of the retailers is insignificant.
Further, the relationship between Satisfaction of the Consumers and Success of the retailers have
positive association.
The relationship between Satisfaction of the Consumers and Factors influencing consumer buying
behavior based on the mix criteria for the FMCG products is significant. And the relationship between
Satisfaction of the Consumers and Factors influencing consumer buying behavior based on the mix
criteria for the FMCG products have positive association.
The relationship between Satisfaction of the Consumers and Consumers’ opinion on Retail Marketing
Strategies is insignificant. Further, the relationship between Satisfaction of the Consumers and
Consumers’ opinion on Retail Marketing Strategies have positive association.
The relationship between Satisfaction of the Consumers and Factors that affect retail market of FMCG
(Retailers’ Opinion) is significant. Further, the relationship between Satisfaction of the Consumers and
Factors that affect retail market of FMCG (Retailers’ Opinion) have negative association.

SUGGESTIONS
Based on the observations of the researcher and findings of the study, the following suggestions
are made for the benefit of retailers and Consumers.
Suggestion to retailers
The retailers should always keep in mind; the various promotion schemes offered to consumers
are only of little importance when compared to quality. Quality cannot be compromised for
marketing strategy.
It’s usually, the women get are more attracted towards Point of purchase marketing strategy. So,
the retailers of the study area and small and medium size retailers can make use of this strategy
at the most, because it does not cost too much when compared to other marketing strategies.
The retailers should always have a look on the promotion strategies given by the manufacturers.
The retailers should check if that promotion strategy suits his potential consumer before
adopting the same.
The retailers should ensure proper training to the sales representatives of the retail store to
handle different categories of customers. Retailers should make the sales representatives, keep
in mind that the rural consumers are well aware of the products in the market. So, the
customers should not be treated ill or of less importance. Because like a urban area or
metropolitan cities the consumers cannot be judged by their appearance. The sales
representatives should extend their support with due care to the customers in need.

SUGGESTIONS
The customers of the study area walk into store only with an intention of buying something. It’s
not like a pleasure strolling as in malls. The retailers or the sales representatives should make sure
they leave the store only after purchasing. And assist the customers in purchasing the right
substitute with same quality, if the product is not available, so that they do not lose the customers
to the competitors.
It is advisable for the small and medium size retailers and retailers new to business to share their
advertising cost with the dealers or manufacturers.
The retailers should make sure that any complaints in the products sold should be replaced and
after sales service should be provided to the customers. The retailer should make himself more
reliable and approachable to the customers. It is one of the strategy to retail the customer base.
The retailers should develop a cordial relationship with the dealers and manufacturers so that
they get credit facilities. And also should make the dealers and manufactures believe in the
reliability factor of retailers. This will help the retailers in time of financial emergencies and
pandemic situations.
The FMCG industry is wide and competitive. The best way to grow in this market is to recognize a
need that is not yet satisfied or to satisfy a need differently. The customers should accept the
innovation in the need criteria. The retailers should make the customer realize that the need will
improve their daily needs in life.

SUGGESTIONS
The retailer should always play business ethically, giving importance to the ethical issues and moral
values. He is should not involve in adulteration or fixing high price for the product there by making
advantage of the situation. As the retailers study the consumer behavior, so are the consumers.
They always remember the experience they get in retail store and it will spread quickly through
word of mouth. Goodwill once lost is very difficult to retain.
The retailers in all areas, including rural and semi urban should take business into digital. The
retailers at the minimum can make use of mobile and Whatsapp platform to inform their customers
about marketing promotion and new arrivals. Only if the retailers have the customer data base well
in advance they can adopt this strategy. So, important of customer database should be realized by
the retailers.
The retailer should remember the customers first purchase can be due to many factors like
advertisement, promotions etc. But the follow up purchase surely depends upon the usage
experience of the product. They don’t keep their experience with them, the post about the products
and share reviews, both good and bad. So, the retailers should sell quality products and address the
feedback immediately and positively.
Forecasting plays an important role and the retailers should forecast the need of the consumer well
in advance. So, that the product reaches even the customers in remote areas.

SUGGESTIONS
Suggestions to Consumers
Consumer should always remember “Caveat Emptor”. It is the part of a consumer to get
knowledge about the product before going for real purchase. Nowadays, there are many
options for consumers to get the knowledge about the product in question. The consumer
should see to that they are not mis-leaded by the advertisements and promotion schemes. It
is one of the strategies of the retailer or manufacturer to make the customer visit the store
or what we say attracting the customers.
Consumers should ensure that any promotions given by the retailers or manufactures are in
right form and understand the promotions scheme before making a purchase. Consumers
should read or get cleared about the terms and conditions before making the purchase.
Consumers should check whether the money spent on purchasing a product with discounts
has the value. Discounted products usually have fewer benefits than expected.
The customer should avoid buying unnecessary products for the sake of schemes or discounts
provided. Dumping of goods in any form should be avoided by the customers.

DIRECTIONS FOR FUTURE RESEARCH
The researcher has recognized the following areas for future research. The present
study was limited to geographical limits of Thanjavur district only, a comprehensive
study encompassing other rural areas can be prepared as well. The present study
on rural markets has been for FMCG products. Studies covering in depth study on
branded and unbranded specific durables may be taken up separately, at all
regional level. More rural research should be undertaken to understand the rural
consumers and generate more dependable data on the rural sector at intermittent
time intervals as it will help to capture the rural markets. Measurement problems
may be addressed for region-specific rural consumers.

SOCIAL IMPLICATIONS OF THE RESEARCH
The FMCG retail sector is an important industry and it has its importance and
relevance in the society at any time. In order to provide a valuable service to the
consumer the retail sector should always be updated and provide the service to all
type of consumers belonging to various economic groups. With the help of this
research study and with its findings and suggestion, the retailers will be able to
understand the minds of the consumer. The retailers can apply right retail
marketing strategy in order to capture the customers. This study can show a light
on how the rural consumers behave and the factors influencing the consumer
behavior. This study also helps the retailers to know about the success factors and
impact of strategy on performance of the retail sector. This will make them aware
of the importance and need of the retail strategy. Finally, it is the retail sector
which create more job opportunities in the rural and semi urban areas. So, having a
knowledge about the retail sector and FMCG sector will help the retailers,
consumers and general public to make the best out of the research studies.

CONCLUSION
Any retail business which fails to generate sales is bound to move out of the market.
Generating sales without marketing is almost impossible. Marketing is defined as how
prospective customers and current customers, as well as the market or segment the
retail business belongs to, perceive and talk about the retail business. Applying the right
marketing strategies is very advantageous to any retail business, creating awareness of
the brand and producing a certain trust for the goods offered by the retail stores.
Effective marketing strategies also attract a stream of new customers, generate
referrals attracted by word of mouth from satisfied customers and, of course, improve
the allotment of scarce marketing resources. It is concluded from the study that the
right retail marketing strategy is a vital component for the success of retailers and to
improve the performance of the retail store. The retailers at rural and semi urban area
are also facing the challenge of satisfying the consumers, in the midst of ever changing
tastes and preferences of the consumers of the study area. The life style of the
consumers in this region are changing and the consumers gain knowledge about the
products with the help of media.

A.RAMYA BAI Ph.D VIVA-VOCE PRESENTATION PPT.pptx

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