Retailers Attitude Towards Britannia Biscuits
ZENITH International Journal of Business Economics & Management Research
Vol.2 Issue 5, May 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/
RETAILERS ATTITUDE TOWARDS BRITANNIA BISCUITS (A STUDY WITH SPECIAL REFERENCE TO RURAL AREAS OF TIRUNELVELI)
F.MOHAMED SABURA*; DR.T.VIJAYAKUMAR**; ABDUL HAMEED***
*Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, India. **Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India. ***Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India.
ABSTRACT Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market. It is uneconomical to access a large number of small villages with a very low population density spread over a large geographic area. Social norms, traditions, castes, and social customs have greater influence on the consumer behavior in rural areas than in urban areas. Factors such as limited physical access, low density of shops, limited storage facilities, need for a large number of intermediaries in the distribution channel to reach the end customers, and low capacity of intermediaries to invest in business make the tasks of reaching rural consumers very complex. The aim of this research is generally to examine retailer’s attitudes towards Britannia products in the rural areas of Tirunelveli district. Data was collected through a structured questionnaire. Anova analysis was used to identify the impacts of the
Vol.2 Issue 5, May 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/
RETAILERS ATTITUDE TOWARDS BRITANNIA BISCUITS (A STUDY WITH SPECIAL REFERENCE TO RURAL AREAS OF TIRUNELVELI)
F.MOHAMED SABURA*; DR.T.VIJAYAKUMAR**; ABDUL HAMEED***
*Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, India. **Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India. ***Professor & HOD, PET School of Management Studies, PET Engineering College, Vallioor, Tirunelveli, India.
ABSTRACT Unlike urban markets, rural markets are difficult to predict and possess special characteristics. The featured population is predominantly illiterate, have low income, characterized by irregular income, lack of monthly income and flow of income fluctuating with the monsoon winds. The rural consumer expects value for money and owing to has unsteady and meager status of weekly income; increasing the household income and improving distribution are the viable strategies that have to be adapted to tap the immense potential of the market. It is uneconomical to access a large number of small villages with a very low population density spread over a large geographic area. Social norms, traditions, castes, and social customs have greater influence on the consumer behavior in rural areas than in urban areas. Factors such as limited physical access, low density of shops, limited storage facilities, need for a large number of intermediaries in the distribution channel to reach the end customers, and low capacity of intermediaries to invest in business make the tasks of reaching rural consumers very complex. The aim of this research is generally to examine retailer’s attitudes towards Britannia products in the rural areas of Tirunelveli district. Data was collected through a structured questionnaire. Anova analysis was used to identify the impacts of the
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