Distribution Channel

A STUDY ON THE CURRENT DISTRIBUTION CHANNEL AND
DEALER SATISFACTION WITH RESPECT TO ELECTRICAL FANS
IN KOLKATA
UNDER USHA INTERNATIONAL LIMITED by Sayak Nath

Submitted in fulfilment for the award of the degree of
International Business Management

Institut d’ Administration des Enterprises

Greater Noida Campus, India

University of Poitiers, France

1|P age

DECLARATION

I hereby declare that the project report titled ― “A STUDY ON THE CURRENT
DISTRIBUTION CHANNEL AND DEALER SATISFACTION WITH RESPECT TO
ELECTRICAL FANS IN KOLKATA UNDER USHA INTERNATIONAL LIMITED”-is my own work, to the best of my knowledge and belief. It contains no material previously published or written by another person, nor material, which, to a substantial extent, has been accepted for the award of any other degree or diploma of any other institute, except where due acknowledgement has been made in the text.

Sayak Nath
Roll No.: 2011109
NIILM CMS, Greater Noida Campus (NCR),
India
Dated: April, 2013

2|P age

Certificate of Completion from Faculty Guide

This is to certify that Summer Project Report on “A STUDY ON THE CURRENT
DISTRIBUTION CHANNEL AND DEALER SATISFACTION WITH RESPECT TO
ELECTRICAL FANS IN KOLKATA” under Usha International Limited prepared by
SAYAK NATH whose Roll Number is 2011109 of PGDM Batch 2011-13 Batch is his genuine effort under my guidance and supervision.

Signature of the Faculty Guide:
Name of the Faculty Guide:
Dr. Shruti Jain
Associate Professor
NIILM CMS
Greater Noida (NCR), India

Signature of the Student:
Name of the Student:
Sayak Nath

3|P age

Acknowledgement
 I owe a great many thanks to a great many people who helped and supported me in making this project.
 My deepest thanks to Shruti Jain, the Guide of this project for guiding and correcting various documents of mine with attention and care. She has taken pain to go through the project and make necessary correction as and when needed.

Bibliography:  Frazier, Gilland Kale, 1989, “Japanese Distribution Strategy”, American Marketing Association  Geyskins and Steenkamp, 2000, “Customer Loyalty as a Strategy” , Journal of Retailing.  Armstrong and Kotler, 2000, “Principles of Marketing”, Pearson Education, Prentice Hall.  Drucker, 1954, “The Practice of Management”, Harvard Business School Publishing.  : Anderson, Fornell, and Rust, 1997, “Customer satisfaction, productivity, and profitability”,  Srivastava, Shervani, and Fahey, 1998, “ Market Based Assets and Shareholder’s Fornell, Johnson, Anderson, Cha, and Everitt, 1996, “Valued Outcome of Good Marketing Practice”  Oliver and Swan, 1989, “Consumer Perceptions of Interpersonal Equity and Satisfaction in Oliver, 1993, “Defining Consumer Satisfaction”, Association for Consumer Research  Fournier and Mick, 1999, “An Exploration of Consumer Forgiveness Following Marketer Transgressions”, Emerald Group Publishing Limited.  Fornell and Lehmann, 1994, “Customer Satisfaction, Market Share and Profitability”  DeWulf, Odekerken-Schröder, and Iacobucci, 2001, “Investments in Consumer Relationship”, Mittal and Kamakura, 2001, “Satisfaction, Re-purchase Intent and Re-purchase behavior”, Journal of Marketing Research.