synopsis for desrtation ...of marketing

1. SYNOPSIS
TITLE OF THE STUDY
“The Factors influencing the relationship between Sales Representative and Customer
and their impact on Sales”
(With Reference to retailers, distributors and customer of Dehradun city)
Submitted to: submitted by:
Neha Joshi Chetan Singh
MBA(Lect.)
INTRODUCTION
This project is to find out the critical factor of success factor of a sales representative to
maintain a relationship with the customer. There are a number of companies whose
sales representative fail to maintain the relationship with their customer. Hence a effort
is to identify the critical success factor of a representative which led to healthy
relationship with their customer. I will try to know the effect of sales representative’s
age, gender, educational qualification, language, place of living in building the
relationship with customer. So the companies can understand the qualities of ultimate
sales person and device them accordingly.
Scope: The whole project is divided into
 Literature review and Hypothesis formation
 Survey, Feedback and Data analysis

2. REVIEW OF LITERATURE
Defining a relationship, relationship marketing and customer relationship marketing.
A relationship is composed of a series of episodes between dyadic parties over time
Marketing in relational terms means to establish, maintain and enhance relationships with
customers and other partners, at a profit so that the objectives of parties involved are met.
This is achieved by mutual exchange. Relationship marketing (RM) is used to describe the
philosophy and orientation towards customer retention and is an important trend in
marketing. It is based on the organization’s effort to develop long-term, mutual beneficial
links with customers. CRM philosophy is based on the concept of building long-term quality
relationships with customers who will provide value to the organization. The Relationship
marketing perspective is based on the notion that on top of value of products and/or services
that are exchanged, the existence of a relationship between two parties creates additional
value for the customer and also for the suppliers or service provider
Customer relationship marketing (CRM) is regarded as the practical implementation of
relationship marketing and is the core business strategy that integrates internal processes and
functions, and external networks, to create and deliver value to targeted customers at a profit.
It is grounded on high-quality customer data and enabled IT. The general aim of any CRM
strategy is to develop more profitable relationships with customers. Some organizations do
this by taking cost out of the relationship and others do this by increasing the revenue earned
from a customer relationship. It was found that customers value relationships with trusted
suppliers. As a result of the association of value with relationships it is important for
suppliers to put effort into maintaining and constantly improving these relationships.

3. RESEARCH PROBLEM
A company can produce a product, create the demand for it, but fail by not having that
product available for the shopper to purchase. The focus of this article is to examine the
factors which influence the relationship between a sales representative and a customer, and
the impact of the relationship on the sales within an outlet. A supplier can determine who to
send to a customer. If a particular profile of sales representative increases the sales volume
within an outlet it would be in the interests of the supplier to ensure that the “right” person
with the most appropriate profile is sent to that customer.
RESEARCH OBJECTIVES
1. The primary research objective is to find out if a positive relationship has an impact
on the in-store factures and ultimately the sales volume in an outlet.
2. To find out the attributes of sales representative.
3. To find out the further ways to trained the existing sales representatives.

4. RESEARCH METHODOLOGY
Questionnaire design:
A questionnaire is design to gather information. The data variables in the questionnaire are
opinion based, except personal demographic question. A five point multi-item Likert scale is
use 1= “strongly agree” (very easy, very high) and 5= “Strongly disagree” (very difficult,
very low) in the questionnaire. 1 show strongly agree and on the other extreme 5 shows
strong disagreement with the statement.
Sampling and data collection:
The research is based on the primary data collection methods and the research type is
exploratory and sample size will be 100 .The research will be conducted within Dehradun
city. The research involves the gathering of information from the retailers, Distributors. Each
question in the questionnaire is explain to the respondent. Convenience sampling method is
use to get the response from target population .
Data Analysis:
Statistical tool Chai-square test will be apply for comparing several groups/categories. All the
data will transfer to an excel spreadsheet.

5. CHAPTER PLAN
1. INTRODUCTION
2. LITERATURE REVIEW AND RESEARCH METHODOLOGY
3. DATA ANALYSIS AND RESULTS
BIBLIOGRAPHY
1. www.scribed.com
2. www.shareslide.com
3. www.artical.com
4. www.google.com