CHAPTER 1

1. INTRODUCTION

1.1 Industry profile

Edible Oil Industry in India

Climatic conditions in India favor growing a variety of oilseeds. On the demand side, a

growing population and vastly varied dietary habits have ensured a thriving market for edible oil

in the country. In fact, there is a substantial demand overhang, which is expected to continue for

some years. At present, this is offset by imports that cater to almost half of the total domestic

consumption. With cheap imports threatening to cripple the domestic industry, the government is

walking a tightrope between filling the demand supply gap and the political need to keep the

domestic industry in good health. Unorganized, medium and small players dominate the

industry.

An average Indians yearly edible oil requirement has gone up from 7.0kg in 1996-97 to

11.8Kg in 2000-01. Despite the variety of oilseeds grown in India, the country imports a

substantial quantity of edible oil which also works out cheaper. Allied factors contributing to

imports are the higher cost of cultivation in India and uneconomic oil extraction systems. Oil

seeds in India account for around 5.0 percent of the Gross National Product (GNP) and 14.0

percent of the country’s area under cultivation of crops. Castor, Groundnut, Linseed, Niger,

Rapeseed, Mustard, Safflower. Sesame and sunflower are some of the major oil seeds grown.

India produces 10 percent of the world’s oil seeds, but has a low productivity of around 850-

900kg per hectare (compared to a world average of around 1,100-1,350 kg per hectare).

The amount of oil extracted from the seed varies with the type and quantity of seed. In many

cases, the oil recovery rate is upwards of 30.0 percent with Sesame for a high 45.0 percent.

Domestic consumption of edible oils has been growing at 4.0-5.0 percent a year. The

consumption in 2001-02 was around 25.75 million tons. Non-packaged oils account for nearly

50.0 percent of consumption in both urban and rural markets. In the remaining 50.0 percent

contributed by packaged oils, branded oils constitute a small portion of approximately 10.0-15.0

percent.

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Importance of edible oils in the Country’s Economy:

Oil seeds and edible oils are two of the most sensitive essential commodities. India is one

of the largest producers of oilseeds in the world and their sectors occupies an important position

in the agricultural economy and accounting for the estimated production of 28.21 million tones

of nine cultivated oil seeds during the year 2007 – 2008. India contributes about 6-7% of the

world oilseeds production. Export of oil meals, oil seeds and minor oils has increases from 5.06

million tons in the financial year 2005 -06 to 7.3 million tons in the financial year 2006 -07. In

terms of value, realization has gone up from Rs.5514 crores to Rs.7997 crores. India accounted

for about 6.4% of world oil meal export.

Types of oil commonly in use in India:

India is fortune in having a wide range of oilseeds crops grown in its different agro

climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, Niger Seed/castor are

the major traditionally cultivated oilseeds. Soya bean and sunflower have also assumed

importance in recent years. Coconut is most important amongst the plantation crops. Efforts are

being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala

and Andaman & Nicobar Islands. In addition, oilseeds of tree and forest origin, which grow

mostly in tribal inhabited areas, are also a significant source of oils. Figures pertaining to

estimated production of major cultivated oilseeds, availability of edible oils from all domestic

sources and consumption of edible oils(from domestic and import sources) during the last few

years are us under

(In lakh Tonne)

Oil year(Nov-Oct)

Production of oilseeds

Net availability of edible oils from all domestic sources

Consumption of edible oils(from

domestic and import sources)

2000-2001 184.40 54.99 96.76

2001-2002 206.63 61.46 104.68

2

2002-2003 148.39 46.64 90.29

2003-2004 251.86 71.40 124.30

2004-2005 243.54 72.47 117.89

2005-2006 279.79 83.16 126.04

2006-2007 242.89 73.70 115.87

2007-2008 297.55 86.54 142.62

Source:

(i) Production of oilseeds : Ministry of Agriculture

(ii) Net availability and consumption of edible oils: Directorate of Vanaspathi, Vegetable

oils & Fat.

Consumption Pattern of Edible Oils In India:

India is a vast country and inhabitance of several of its regions has developed specific

preference for certain oils largely depending upon the oils available in the region. For example,

people in the south and west prefer groundnut oil while those in the east and north use mustard,

rapeseed oil. Likewise several pockets in the south have a preference for coconut and sesame oil.

Inhabitants of northern plain are basically hard fat consumers, and therefore, prefer vanaspati, a

term used to denote a partially hydrogenated edible oil mixture. vanaspati has an important role

in our edible oil economy. Its production is about 1.2 million tons annually. It has around 10%

share of the edible oil market. It has the ability to absorb a heterogeneous variety of oils, which

do not generally find direct marketing opportunities because of consumers’ preference for

traditional oils such as groundnut oil, mustard oil, sesame oil etc. for example, never oils like

soya bean, sunflower, rice bran and cottonseed and oils from oilseeds of tree and forest origin

had found their way to the edible pool largely through vanaspati route. Of late, things have

changed. Through technological means such as refining, bleaching and deodorization, all oils

have been rendered practically colorless, odorless and tasteless and, therefore, have become

easily interchangeable in the kitchen. Newer oils which were not known before have entered the

kitchen, like those of cottonseed, sunflower, palm oil or its liquid fraction ( palmolein) soya bean

and rice bran. These tend to have a string and distinctive taste preferred by most traditional

3

customers. The share of raw oil, refined oil and vanspati in the total edible oil market is

estimated at 35%, 55% and 10% respectively

Major Feature of edible Oil Economy

There are two major features, which have very significantly to the development of this

sector. One was the setting up of the technology mission on oilseeds in 1986.this gave a thrust to

Governments efforts for augmenting the production of oilseeds. This is evident by the very

impressive increase in the production of oilseeds from about 11.3 million tons in 1986-87 to 24.8

million tons in 1998-99. There was some setback in 1999-2000 because of the unseasonal rain

followed by inclement weather. The production of oilseeds declined to 20.7 million tons in 1999-

2000. However, the oilseeds production went up to 27.98 million tons in 2005-06 and was 24.29

million tons during 2006-07 oil years. As per the third advance estimate by ministry of

Agriculture dated22.4.08 the production of nine major oilseeds in estimated to be about 28.21

million tons during 2007-08. The other dominant feature which has had significant impact on the

present status of edible oilseeds/oil industry has been the program of liberalization under which

the government’s economic policy allowing greater freedom to the market open market and

encourages healthy competition and regulations have been relaxed resulting in a highly

competitive market dominated by both domestic and multinational players.

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1.2 company profile

The year was 1943. Four years before India got independence, a small independent step

toward a giant leap was made in the cooking oil industry, at Virudhunagar, a town in the south of

India. The man behind the step was Mr. V.V.Vanniaperumal who had an exemplary track record

in the business world of Tamil Nadu. Thanks to his hard work and commitment, an empire was

literally built in the edible oil business.

His son, Mr.V.V.V.Rajendran carried forward the torch lit by Mr.Vanniyaperumal and

founded Idhayam group in 1986 with a sole objective to deliver quantity and healthy edible oils

to the people.

The name Idhayam means ‘heart’ in Tamil, an Indian language. Idhayam products are

friendly and close to the hearts of millions of customers in India and abroad, quite appropriate to

our brand name.

It was Mr.Rajendran who brought a sea change in the sesame oil business by launching

the product in a new consumer packing in the brand name – IDHAYAM.

Mr.Rajendran’s demise in 1994 witnessed his eldest son, V.R.Muthu taking the helm of affairs,

aptly accompanied by his brothers. V.R.Sathyam and V.R.Thendral.

There was no looking back ever since the triumphant trio assumed charge and the company is

now a name no reckon with the cooking oil industry in India. One of the leading players in the

industry, Idhayam provides superior standard filtered sesame oil and peanut/groundnut oil, which

doesn’t undergo refining process.

Doctors and scientists across the globe consider refining edible oils to be harmful for

health. Commitment to consistent research and development (R&D) to provide customers with

high quality and innovative products has brought pinnacles to Idhayam group.

A preferred manufacturer and supplier of edible oils (sesame and peanut oil), Idhayam group has

carved a niche for itself by reaching the households of millions in several European, Asian and

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African countries. Quality has always been the watchword of Idhayam Group and ISO

9001:2008 certificate is a testimony to it.

We have read in fables that when the words ‘Open Sesame’ were uttered, the doors to

treasure opened. No wonder why Sesame oil too is considered opening the doors of healthy

living. The delightfully nutty flavor and aroma of sesame oil is a distinctive characteristic of

Asian cooking.

Use of sesame oil in marinades, vinaigrettes, sauces, and dressings assures good taste and

good health. It’s soft on heart and adds flavor to the cuisine. Sesame oil provides not only a

healthy body but also good oral health. Sesame is considered the queen of oil seed crops, has a

lot of positives and has even found a mention in traditional medical systems like Ayurveda.

Idhayam Sesame Oil

The pioneer brand from the house of India’s largest manufacturer of sesame oil. The

specialty of the product is that it is filtered sesame oil but not refined (repaired), keeping in mind

the health of the consumers. It is light on your heart too. Idhayam sesame oil is the preferred one

not just for cooking but also for massaging.

It is the favorite edible oil of 1.5 million home-makers in India. It is available in

convenient packs of 1liter, 500 ml, 100 ml and 50 ml sachets and HDPE containers.

Mantra peanut oil

One of the popular products that has won the hearts of millions, across India. Good for

health, Idhayam mantra peanut oil is manufactured from selected peanuts, with a sole aim of

keeping in mind the health of the nation.

Peanut oil or groundnut oils are of great use for medicinal purposes. The oil is also

known for its culinary use. It is extensively used in the Southeast Asian cuisine. It has come into

prominence owing to the numerous health benefits it provides. Thick in texture, it leaves an oily

feel on the skin. Peanut oil has a very light nutty aroma. It is preferred amongst other cooking

6

oils for its high smoke point. Peanut oil had a high content of palm tic acid, oleic acid, and

linoleic acid. The oil contains MUFAs that lower the level of bad cholesterol.

Also several findings by scientists and doctors have thrown light on the positive effects of

using peanut oil. This oil keeps one hale and hearty.

It is available in HDPE containers, besides one liter, 500 ml and 200 ml in sachets. Again

the good news is that Idhayam mantra is filtered but not refined(repaired).

Sambandhi sesame seeds

Sambandhi sesame seeds are one of the pioneer products from the house of Idhayam.

This product, a part and partial of Asian cuisine, is available in three varieties namely white, red

and black. Sesame seeds, which add taste to the food besides its nutritional value, are available in

100gm, 50gm and 20 gm packs. The seeds are cleaned with utmost care.

Idhayam Tahini

Tahini, white sesame seeds coated with sugar, which are loved by children. They are

available in 5gm sachets.

Idhayam wealth

Sesame oil has the magic to maintain oral hygiene. Starting the day with oil pulling

(using sesame oil) works wonders. This therapy is effective in fighting bad breath and micro

organisms that sit on your mouth. Though much has been deliberated on oil pulling, still many

do not know the concept. Interestingly, it has found its mention in Ayurveda and has been

regarded for centuries as the best way to fight tooth decay and gum diseases. A teaspoon of

Sesame Oil should be taken in the mouth, sipped, sucked and pulled for 20 minutes. The swished

oil should not be swallowed. ”It is extensively used as a traditional Indian folk remedy to prevent

7

tooth decay, bleeding gums and dryness of throat and cracked lips.” Says Dr.Sharath Asokan, a

leading preventive dental surgeon. Sesame oil has advantages that include to staining, no

lingering after taste and no allergy. It is a natural product and it is cost-effective than chemical

mouthwashes.

The product Idhayam wealth is an OIL PULLING. Oil pulling is a traditional method for

preventive care (as per traditional Ayurveda system of medicine). Idhayam wealth is available in

10 ml sachets. Swishing 10 ml of Idhayam wealth for 20 minute assures good oral health.

Keeping these in mind, the Idhayam group has come out with 10ml sesame in the brand name of

‘Idhayam Wealth’ throwing immense thrust on oil pulling with a sole aim to ensure good health

of the people.

Oil pulling in a traditional method for preventive care (As per traditional system of

medicine). Idhayam wealth is available in 10 ml sachets. Swishing 10 ml of Idhayam wealth for

20 minutes good oral health.

Dots Papad

Idhayam Dots appalam is the preferred snack with meal at every household. The crunchy

and munchy snack is a must in every Indian home. Made of pure and clean black gram, dots

Appalam is protein rich and hygienic, and is available in convenient packs of 200gm, 150gm and

100gm sachets. Also they pack mini Dots Appalam, which has become a favorite TV time snack

anytime anywhere.

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1.3 Objectives

Primary objective

To find out the attitude of the retailers towards the products of V.V.V. & Sons Edible

Oils Limited.

Secondary objectives:

To find out the sales performance of Idhayam products

To find out the satisfaction level of retailers towards Idhayam products

To find out the problems existing in the distribution and sales of the products

To know the reasons for brand preference

To know about the effectiveness of the various promotional activities

1.4 Scope

The study may help the company to find out the attitude of the retailers about the

products of Idhayam group.

It will help the company to find out the sales performance of Idhayam products.

It will also help the company to find out the satisfaction level of retailers and the

problems existing in distribution.

1.5 Limitations

The survey was limited to only a particular geographical area so the result may not be

generalized for whole population.

Retailers are very busy and have hesitation to respond.

Reliability of the data depends upon the responses from the retailers.

9

CHAPTER-2

2.1 REVIEW OF LITERATURE

Margot J Schofield, Sally Gulliver (1992) (13-15) Suggested in his study retailers attitude on

tobacco sales to minors in new south while that, while knowledge of the tobacco sales to minors

law is high among retailers in New South Wales, considerable work is needed to encourage

attitudes among retailers which are more supportive of smoking control initiatives, particularly

with regard to adolescent smoking.

DoE, (1996), Colliers Erdmann Lewis, (1996) (45-47) Super markets are such a central part of

modern life that every town needs have at least one to retain and attract custom to the own and

provide a retail anchor for other convenience and comparison shops. Where such a store is not

present considerable economic leakage will occur with down resident travelling to other centers

for convenience shopping.

Cranbrook (1997) (43-45) also looked at the impact of supermarkets on small food shops in a

study of 81 retailers in East Anglia. This study found that there was a high level of

interdependence between small food shops and small food producers suggesting the demise of

these convenience retailers following the introduction of a new supermarket may have a wider

effect of the local economy than is often anticipated.

Susan Ragbourne and Helen Hammond (1998) the aim of this report on a baseline study of the

market town of Ludlow carried out in November 1998. The 1998 study paints a somewhat rosy

picture. The overall picture of Ludlow at present is of a thriving, historic market town where

there is a sense of pride in its appearance and what it provides. It is a good place to visit and

work it is expected that the new store will make it a better place to shop. People will continue to

patronize the local shops whilst shopping at Tesco and additional people will be drawn into the

10

town and add to the town’s trade. The study though still leaves questions unanswered over how

Ludlow will look in the future.

The DETR Study (1998) has shown that large food stores can have a negative impact on

convenience and comparison retailers in market towns whether the new food stores are located

out of town or edge of center. This impact was considered to be worst in towns which “rely

predominately on convenience retailers to generate pedestrian flows” (DETR, 1998).

Hingley et al (1999) This paper is based on the first part of an ongoing longitudinal study of

consumer and retailer attitudes to retail and service provision in the market town of Ludlow. The

study is particularly interested in people’s response over time to the construction of a new Tesco

supermarket in the town. The idea for the study was proposed by the Shropshire Regeneration

partnership and the research conducted on behalf of South Shropshire district council and

ShropShire regeneration partnership. Consultation also took place with Ludlow and District

Chamber of trade and Commerce and Ludlow Town Council. The baseline data was collected in

November 1998 and the report by Hingley et al (1999) was presented in January 1999 to the

Council and other interested parties.

Gracia, Azucena (2002) the spread of bovine spongiform encephalopathy (BSE) in Europe has

induced EU policy makers to implement a mandatory traceability and labeling system in the beef

supply chain. This paper analyzes consumer and retailer attitudes towards this system. Data used

in the study were collected through two surveys of consumers and retailers in the province of

Arogon, Spain, in 2002. Consumers and retailer attitudes towards beef traceability are examined

to identify main underlying factors. Using these factors, consumers and retailers are segmented

into homogenous groups according to their attitudes toward traceability for beef. Results indicate

that both consumers and retailers highly value the positive aspects related to the traceability and

labeling system for beef, and they value the possible disadvantages to a lesser extent.

“F+W Shutters Multiple Magazines” (Folio : ) (2008) In 1996, business researchers from the

university of Kentucky and Rutgers University joined with the magazine to conduct a study of

retailer attitudes towards distributors and publishers. In 2001, columnist Joe Field suggested in

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the magazine the diamond launch a Free Comic Book Day- which later became an industry

tradition. In 2002, columnists Brian Hibbs field a class-action suit on behalf of retailers against

Marvel Comics over its trade terms. As a consequence he moved his “Titling at Windmills”

column, first to Newsarama then to Comic Book Resources.

Peter Ampt and Kate Owen (2008) Major retailers will need to see Kangaroo products being

successful in the gourmet and niche markets before they become regularly available on

supermarket shelves. While niche manufacturers and retailers are able to develop and make

available innovative Kangaroo products to their variety-seeking customers, they recognize that

consumer awareness and curiosity is not sufficient to sustain even small volumes at present.

They would have to be remarkably (even obsessively) persistent in trying to develop the loyal

clientele to make a stable and regular production of any benefit to the Kangaroo industry.

Perera, Priyan Vlosky, Richard P.Dunn, Michael A. Hughes, Glenn (2008) Forest

certification continues to generate promise, discussion, and debate. In this study, we surveyed the

top 500 home-center retailers in the United States to ascertain their participation in certification,

perception of current and future forest certification trends, as well as certification systems they

deem acceptable and preferable. One hundred and 32 companies responded resulting in an

adjusted response rate of 26 percent. All respondents sold wood products in 2004. The top-rated

criteria in selecting wood products suppliers were price, quality, delivery, and availability,

certification/eco-labeling was ranked last. One-third of respondents sold certified wood products

at the time the study was conducted and an additional 13 percent said they planned to do so in

the future. The most cited reasons for purchasing/selling certified wood products were that they

were the only products available and to improve the company’s image. Forest Stewardship

Council (FSC) certification was reported to be the most accepted and most preferred scheme,

followed by Sustainable Forestry Initiative (SFI) certification.

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References:

Margot J Schofield, Sally Gulliver (1992), Retailers attitude on tobacco sales to minors in New

South Wales. P =13-15

DoE, (1996), Colliers Erdmann Lewis,(1996), study of consumer and retailer attitudes to retail

and service provision in the market town of Ludlow. P = 45-47

Cranbrook(1997) study of consumer and retailer attitudes to retail and service provision in the

market town of Ludlow. P=43-45

Susan Ragbourne and Helen Hammond (1998) an investigation into consumer and retailer

attitudes to retail and service provision in the market town of Ludlow.P=15-17

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CHAPTER-3

3.1 RESEARCH METHODOLOGY:

3.1.1. RESEARCH DESIGN:

The research design of this study is Causal study. Causal Research explores the effect

of one thing on another and more specifically, the effect of one variable on another. The

objective is to determine which variable might be causing certain behavior.

3.1.2. SAMPLING METHOD:

From total population of convenient samples of 100 customers are made involved in this

study. Convenience sampling is a non-probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher. The subjects

are selected just because they are easiest to recruit for the study and the researcher did not

consider selecting subjects that are representative of the entire population.

Sample size : 100

3.1.3. DATA COLLECTION:

In this study data are obtained from both Primary and Secondary sources. In this study for

the Primary data I use Questionnaire and for the Secondary source I use retailer’s list from the

Idhayam agents for getting the list of the customers.

Primary Data: Questionnaire

Secondary Data: Company record, internet

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CHAPTER-4

4.1 ANALYSIS AND INTERPRETATION

4.1.1 Analysis of Data:

The Researcher in this study involves three major steps for the data analysis purpose, are

as follows:

Organizing the data for analysis

Describing the data

Testing Hypothesis

Data preparation is the first step in analysis of data. The data collected are entered

in Excel sheet by giving specific codifications to the questionnaire. Descriptions of the data were

prepared tend to be brief and to focus on only the more unique aspects to this study, such as

specific data transformations that are performed. This will help the Researcher to do the analysis

and its interpretation in an easy way. Usually, the researcher links each of the inferential analysis

to specific research questions or hypotheses that were raised in the introduction that were tested

and it will emerged as part of the analysis.

4.1.2 Methods Used To Analyze Data:

In this study, the Researcher analyzed the data mainly with help of SPSS

Package. Data collected from the respondents were entered and saved in Microsoft Excel.

4.1.3 Statistical Package for Social Sciences (SPSS):

The Researcher imported the data entered Excel sheet in the SPSS

Package for using various analysis and thus to achieve objective of this study.

One Way ANOVA

Cross tabulation with Chi-square test

15

Frequency analysis

4.2 INTERPRETATION OF ANALYSIS:

4.2.1 FREQUENCY ANALYSIS

Type of stores

Stores Frequency Percent

Departmental store 22 22

Retail store 78 78

Total 100 100.0

Inference From the above table it is inferred that 78% of the respondents are having the

retail store and 22% of the respondents are having departmental store in Virudhunagar

district

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AGE

Inference: From the above table it is inferred that 35% of the respondents are in the group of 40-50

and 40% of the respondents are in the age group of 30-40.

17

Age gender Frequency Percent

20-30 25 25

30-40 40 40

40-50 35 35

above 50 0 0

Total 100 100.0

GENDER

Gender Frequency Percent

Male 97 97

Female 3 3

Total 100 100

Inference From the above table it is inferred that 97 % of the respondents are male respondents and 3% of the respondents are female respondents.

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Competitors for idhayam products

Competitors

CompetitorsFrequency Percent Valid Percent

Cumulative Percent

Anandham 29 29.9 29.9 29.9

HANUMAN 8 6.8 6.8 36.8

VVS 56 56.4 56.4 93.2

Others 6 6.8 6.8 100.0

Total 100 100.0 100.0

Inference: From the above table it is inferred that 56.4% of VVS products are considered as the top

competitor of Idhayam products and 29.9% of Anandham products are considered as the next

competing products of Idhayam group.

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4.2.5 CHI-SQUARE TEST

Relationship between awareness of the product among different stores

H0: there is no significant relationship between shop and awareness.

H1: there is significant relationship between shop and awareness.

Cross tabulation between awareness about the Idhayam products among different shops

kind of shop * how to you know about idhayamseasame oil Cross tabulation

how to you know about idhayamseasame oil

Totalfriends/relative advertisement distributors

kind of shop departmental store

21 20 1 42

retail store 18 23 6 47

super market 0 6 0 6

Others 0 5 0 5

Total 39 54 7 100

Inference: It is inferred from the above table that the significance value is 0.022 which is lesser

than 0.05, hence the null hypothesis is rejected. Therefore, there is significant relationship

between the different shops and awareness of the Idhayam products.

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Chi-Square Tests

Value DfAsymp. Sig.

(2-sided)

Pearson Chi-Square 14.732a 6 .022

Likelihood Ratio 18.832 6 .004

Linear-by-Linear Association

6.167 1 .013

of Valid Cases N 100

a. 8 cells (66.7%) have expected count less than 5. The minimum expected count is .35.

Relationship between ordering frequency among the different stores

H0: there is no significant relationship between shop and ordering frequency.

H1: there is significant relationship between shop and ordering frequency.

Cross tabulation between shops and their ordering of frequency

kind of shop * on the avarage how often you order for the product Cross tabulation

Count

on the avarage how often you order for the product

TotalWeekly Monthly

when the sales

representative visits Others 5

kind of shop departmental stor 24 16 2 0 0 42

retail store 9 30 6 1 1 47

super market 0 3 3 0 0 6

Others 0 1 4 0 0 5

Total 33 50 15 1 1 100

Chi-Square Tests

Value DfAsymp. Sig.

(2-sided)

Pearson Chi-Square 41.999a 12 .000

Likelihood Ratio 37.786 12 .000

Linear-by-Linear Association

23.913 1 .000

N of Valid Cases 100

a. 14 cells (70.0%) have expected count less than 5. The minimum expected count is .05.

Inference: It is inferred from the above table that the significance value is 0.000 which is

lesser than 0.05, hence the null hypothesis is rejected. Therefore, there is significant relationship

between the different shops and ordering frequency.

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4.2.3 ONE WAY ANOVA

RELATION SHIP BETWEEN EFFECT OF AGE AND YEAR OF DOING BUSINESS

Variables Entered/Removedb

ModelVariables Entered

Variables Removed Method

1 how many years are you doing businessa

. Enter

a. All requested variables entered.

b. Dependent Variable: are you satisfied with sales of idhayam seasame oil

Model Summary

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1 .119a .014 .004 .672

a. Predictors: (Constant), how many years are you doing business

ANOVAb

ModelSum of Squares Df Mean Square F Sig.

1 Regression .639 1 .639 1.416 .237a

Residual 44.271 98 .452

Total 44.910 99

a. Predictors: (Constant), how many years are you doing business

b. Dependent Variable: are you satisfied with sales of idhayamseasame oil

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

T Sig.B Std. Error Beta

1 (Constant) 1.320 .203 6.492 .000

.069 .088 .079 .783 .436

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ANOVAb

ModelSum of Squares Df Mean Square F Sig.

1 Regression .639 1 .639 1.416 .237a

Residual 44.271 98 .452

Total 44.910 99

a. Dependent Variable: are you satisfied with sales of idhayam seasame oil

Inference: From the above table it is inferred that the

significance value is 0.237 which is greater than 0.05, hence

Alternative hypothesis is rejected. Therefore, there is no significance

difference between the gender and awareness of Idhayam products.

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RELATIONSHIP BETWEEN EFFECTS OF KIND OF JOB WITH THE LEVEL OF SATISFACTION

Model Summary

Model R

R Squa

re

Adjusted R

Square

Std. Error of the

Estimate

1 .195a .038 .028 .664

a. Predictors: (Constant), kind of shop

ANOVAb

Model

Sum of Square

s DfMean

Square F Sig.

1 Regression

1.706 1 1.7063.86

9.052a

Residual

43.204 98 .441

Total 44.910 99

a. Predictors: (Constant), kind of shop

b. Dependent Variable: are you satisfied with sales of idhayamseasame oil

Coefficient

Model

Unstandardized Coefficients

Standardized

Coefficients

T Sig.BStd.

Error Beta

1 (Constant)

1.180 .162 7.287

.000

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Variables Entered/Removedb

ModelVariables Entered

Variables Removed Method

1 kind of shopa . Enter

a. All requested variables entered.

b. Dependent Variable: are you satisfied with sales of idhayam seasame oil

Model Summary

Model R R SquareAdjusted R

SquareStd. Error of the Estimate

1 .195a .038 .028 .664

kind of shop .167 .085 .195 1.967 .052

a. Dependent Variable: are you satisfied with sales of idhayamseasame oil

N MeanStd.

DeviationStd.

Error

95% Confidence Interval for Mean Minimu

mMaximu

mLower Bound Upper Bound

Male 113 1.95 .692 .065 1.82 2.08 1 3Femal

e3 1.67 .577 .333 .23 3.10 1 2

Total 116 1.94 .689 .064 1.81 2.07 1 3

ANOVAAwareness

Sum of Squares Df Mean Square F Sig.

Between Groups .230 1 .230 .481 .489Within Groups 54.348 114 .477

Total 54.578 115

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Inference:

From the above table it is inferred that the significance value is 0.489 which is greater

than 0.05, hence Alternative hypothesis is rejected. Therefore, there is no significance difference

between the gender and awareness of Idhayam products.

ONE WAY ANOVA between damages among the different retail stores.

H0: there is no significance difference between the different stores and damages of idhayam products.

H1: there is significance difference between the different stores and damages of Idhayam products.

Damages

N MeanStd.

DeviationStd.

Error

95% Confidence Interval for Mean Minimu

mMaximu

mLower Bound Upper Bound

departmental store

9 2.00 1.500 .500 .85 3.15 1 4

retail store 108 1.84 1.334 .128 1.59 2.10 1 4Total 117 1.85 1.341 .124 1.61 2.10 1 4

ANOVADamages

Sum of Squares Df Mean Square F Sig.

Between Groups .206 1 .206 .114 .737Within Groups 208.324 115 1.812

Total 208.530 116

Inference:- It is inferred from the above table that the significance value is 0.737 which is

greater than 0.05, hence the null hypothesis is accepted. Therefore, there is no significant

relationship between the different stores and damages of Idhayam products.

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CHAPTER 5

5.1 FINDINGS AND RECOMMENDATIONS

5.1.1 FINDINGS

Majority of the respondents are purchasing the products from the agency rather than

wholesalers.

Majority of the respondents (40%) are in the age group of 30 to 40 and most of the

respondents (96.6%) are males.

It is found that VVS (56.4%) is considered as the leading competitor in the market.

Advertisements has greater impact among the consumers, it makes retailer’s job easier.

Damages of goods are frequently provided by the distributors of Idhayam group.

From the study it is found that there is significant relationship between the years of

experience and satisfaction level of respondents towards distribution of Idhayam

products.

From the study it is found that there is significant relationship between the years of

experience and satisfaction level of respondents towards credit facilities provided by

Idhayam group.

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5.1.2 Recommendations

Most of the respondents said that the reason for poor sale of Idhayam product is high cost

and lack of awareness about the products. So steps to be taken to minimize the cost of the

product and to create awareness among the customers.

Most of the respondents said that there is lack in visits of sales representatives in areas

related to Srivilliputur, this may reduce the regular supply of goods to the retailers, and

hence frequent visits of dealers can be made in order to retain the customers.

From the study it was observed that the respondents are neutrally satisfied with the credit

facilities, so credit facilities can be increased to much more too big shops.

The unannounced price fluctuations on weekly basis which creates problem among

retailers, so any change in prices can be informed to the retailers.

Price is also considered to be high when compared to other competitor’s products, so

minimization of prices will helps to gain more customers.

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5.1.3 Conclusion

From the study, it was realized that the retailers are satisfied with the sales of Idhayam

products. Due to the main reason of the good quality of products and have good brand name

among consumers. The retailers are getting products from distributors only, thus it reduces the

problem in getting goods, and it makes them to retain the customers within the Idhayam

products.

Damages of goods are considered as the major problem in distribution, it has been reduced to

increase the sales of Idhayam products.

By considering overall, Idhayam products has good image among the retailers as well as among

the customers.

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REFERENCE:

The DETR study (1998) study of consumer and retailer attitudes to retail and service provision

in the market town of Ludlow.

Hingley et al (1999) study of consumer and retailer attitudes to retail and service provision in the

market town of Ludlow.

Gracia, Azucena(2002), Consumers and retailer attitudes toward beef traceability

F+W Shutters Multiple Magazines” (Folio :) (2008) a study of retailer attitudes toward

distributors and publishers, 1996

Peter Ampt and Kate Owen (2008), Consumer Attitudes to Kangaroo Meat Products

Perera ,Priyan Vlosky, Richard P.Dunn, Michael A.Hughes, Glenn (2008) U.S.home center

retailer attitudes, perceptions and behaviors regarding forest certification.

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Chapter 6 6.1 Questionnaire A Study on Retailer Attitude towards Seasome oil

1) Name : 2) Age :

a) 20-30 b) 30-40 c)40-50 d) Above 50

3) Gender:a) Male b) Female

4) Which kind of shop?a) Departmental store b) Retail store

c) Super market d) others......5) For how many years are you doing business?

a) 0-5 b)5-10 c)10-15 d) Above 15

6) How do you come to know about Idhayam seasame oil?a) Friends/ Relatives b) Advertisement b) Distributors d) others

7) From where do you get the products?a) Wholesaler b) through agency

8) On an average how often you order for the producta) Weekly b) Monthlyb) When the sales representative visits d) others.......

9) Are you satisfied with the sales of Idhayam seasame oil?a) Highly satisfied b) satisfied c) neutralb) Dissatisfied e)highly dissatisfied

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10) If satisfied, The reason not its sales isa) Quality b) brand nameb) Advertisement d) others......

11) If not satisfied, the reason for not selling of product is a) High cost b) poor qualityb) Lack of awareness d) others.....

12) According to me, the best competition for Idhayam seaasame oil isa) Anandham b) Hanuman b) VVS d) others....

13) The reason for competitors brand sales is a) Price b) Qualityb) Brand name d)others.............

14) Are you getting delivery on your specified time?a) Yes b) No

15) The reason for problem in distribution is a) Late delivery b) sufficient quantityb) Excess quantity d)damaged goods e) others

16) What you think about idhayamseasame oilFactor Highly

dissatisfiedDissatisfied Neutaral Satisfied Highly

satisfiedPromotional activitiesCredit facilitiesPackage of goodsDelivery of productsDamaged goods

17) The reason for not selling of idhayam oil is

a) High cost b) poor qualityb) Lack of awareness d) others

18) How do you promote idhayam oil?

19) Your suggestions to improve the sales

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.

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