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.
4
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
11
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.
23
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.
30
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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