IJIRST (International Journal for Innovative Research in Science & Technology)ISSN (online) : 2349-6010

 International Journal for Innovative Research in Science & Technology

A Comparative Study of Retailer Products v/s Manufacturer Products -An Empirical Study Conducted on behalf Aditya Birla Retail Company at Davanagere


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International Journal for Innovative Research in Science & Technology
Volume 5 Issue - 4
Year of Publication : 2018
Authors : Dr(Hc). D.M. Arvind Mallik ; Mr. Pawan Palankar

BibTeX:

@article{IJIRSTV5I4010,
     title={A Comparative Study of Retailer Products v/s Manufacturer Products -An Empirical Study Conducted on behalf Aditya Birla Retail Company at Davanagere},
     author={Dr(Hc). D.M. Arvind Mallik and Mr. Pawan Palankar},
     journal={International Journal for Innovative Research in Science & Technology},
     volume={5},
     number={4},
     pages={6--17},
     year={},
     url={http://www.ijirst.org/articles/IJIRSTV5I4010.pdf},
     publisher={IJIRST (International Journal for Innovative Research in Science & Technology)},
}



Abstract:

Purpose- In the present scenario most of the retailers are following own product brand concept, so Competition in the market is intense and companies have to adopt various marketing strategies for improving their share in the market. Various promotional activities such as sales promotion, direct marketing, publicity and advertisements are used by firms to achieve certain specific marketing objectives. Satisfaction level of the customers plays an important role in marketing. Methodology- We have conducted primary research with 250 sampling size in Davanagere city customers will be selected as target area to carry out the survey, with Non-probability Convenience Sampling Technique is used to select the respondents Discussion- In this context, it is imperative for every company to assess the awareness level, factors influencing selecting particular brand, problems associated with use of retailer brand level and satisfaction level of the customers. Results- This study results can be useful to the players of retail industry to understand their strengths, weaknesses, opportunities and threats, will help to understand customers, preference and their needs, Helpful for R&D to concentrate on their present and prospective customers and It enables to retain customers. Conclusion- The outcome of result will be depending upon on the measures to be taken up for designing and implementing appropriate marketing strategies by the companies in future.


Keywords:

Retailer, Manufacturer, Brand Products, Private Label Brand, Consumer Attitudes, Intention


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