STUDY OF RETAILERS SATISFACTION TOWARDS NAMKEEN PRODUCTS AND SERVICES OFFERED BY HALDIRAM IN NAGPUR CITY

Retailer's satisfaction is an important parameter for the success in any business. And it is true for Haldiram also.In this way company is able to identify the factors which influence satisfaction of retailers and the factors which force retailers to to move for another brand. Retailers are strong link between the manufacturer and the end consumer.The entire focus of the present study is to understand the retailer satisfaction towards namkeen products of Haldiram and find out the areas where the company needs to improve. The study is conducted by the researcher in Nagpur City. The objective of the project is to identify the satisfaction of the retailer towards namkeen products. Survey, with structured questionnaire, is conducted for understanding the various factors which influence and hinder the satisfaction of retailers. The analysis is done by using the statistical tools. The major findings of the study are related to the Haldiram's products and services offered to retailers in Nagpur city which includes the retailer's stock more products of Haldiram' namkeen as compare to another company's product. Distribution network of Haldiram, information regarding new schemes and discounts. And sales person behaves are important variable responsible for satisfaction of retailers.The retailers are dissatisfied with the credit facilities provided by Haldiram in Nagpur city. Researcher has given a few strong suggestion for maintaining a healthy relationship by the company executive with the retailers with respects to Credit facilities, mobile loyalty cards for loyal retailers, incentives and rewards for encouragement. The research paper is result of result of research project done by researcher during summer internship programme