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  • 标题:IMPACT OF PRODUCT PERFORMANCE ON RETAILER SATISFACTION WITH RESPECT TO DISTRIBUTION CHANNEL STRATEGY OF BRITANNIA BISCUITS
  • 本地全文:下载
  • 作者:Gopal Shukla ; Abhishek Kumar ; Aparna Bhardwaj
  • 期刊名称:International Journal of Early Childhood Special Education
  • 电子版ISSN:1308-5581
  • 出版年度:2022
  • 卷号:14
  • 期号:5
  • 页码:2145-2164
  • DOI:10.9756/INTJECSE/V14I5.227
  • 语种:English
  • 出版社:International Journal of Early Childhood Special Education
  • 摘要:Biscuit is one of the popular food categories in India. It is very widely distributed owing to its high levels of affordability. Companies have launched products addressing needs of diverse consumer segments. There are products in value segment starting as low as INR 3 per packet. On the other hand, there are premium products which go as high as INR 60 per packet. Consumer preferences are changing, and today’s consumer is more demanding than ever. Innovation has thus become a way of life for Biscuit companies in India. Consumers are doing an evaluation of several product attributes before selecting a product. Key product attributes include Quality, Taste, Freshness, Packaging, Brand Loyalty and Innovation. Retailers are the ones who make sale of products to the end consumer and thus get first-hand detailed feedback on product performance from the consumers. A positive consumer feedback on product motivates retailer to recommend products to consumers. On the other hand, a negative consumer feedback on product is likely to have an adverse impact on retailer recommendations with respect to the product. This is an important aspect as negative product feedback from consumer impacts retailer’s goodwill as well. Retailers expect quality products from manufacturers and performance of products impacts their satisfaction levels. 382 retailers belonging to Khordha, Puri and Cuttack districts of Odisha were surveyed on this aspect. Key dimensions of Product performance like Quality, Taste, Freshness, Packaging, Brand Loyalty and Innovation were studied. The purpose of this study is to understand the Product aspect in detail and assess its impact on the satisfaction of retailers with respect to Britannia’s Channel Distribution Strategy.
  • 关键词:Biscuit;Britannia;Product;Channel Intermediaries;Distribution Channel;Strategy;Satisfaction;Retailers;Distributors;Fast Moving Consumer Goods
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