Retailer perception

INDEX

RETAILER PERCEPTION

TABL T ABL E OF OF CONT CONT ENTS

CHAPTER CHAPT ER

CONTENTS

PAGE NO

1

Introduction about Retailer perception

2

Study Design

8

Importance of Study Objectives of Study Need for the study Sources of the data Population Limitations of the Study

9 10 11 12 13 14

3

4&5 6

1-7

Company profile

15-16

Company History

17

Early Automobiles Company Development Company Structure

18-20 21 22

Data Analysis & Interpretation

23-39

Summary

40-41

Findings

42-43

Suggestions

44

Bibliography

45

Questionnaire

46-49

Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

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List of tables TABLE NO

CONTENTS

PAGE NO

1

Experience in Retailer-ship

24

2

Experience in dealing with BOSCH auto parts

25

3

Retailers satisfaction towards Quality of BOSCH auto parts

26

4

Factors that influences to be a retailer of BOSCH auto products

27

5

Retailer’s feeling towards credit period given by BOSCH dealer

28

6

Response of retailers about promotion activities given by BOSCH dealer

29

7

Retailers response about price of BOSCH auto products

30

8

Retailers preference towards promotional activities provided by BOSCH dealer Retailers satisfaction about proper supply of BOSCH auto products in time

31

10

Retailers dealing with other companies products

33

11

Proper Availability products

12

Retailers feeling towards customer satisfaction with BOSCH auto products

35

13

Complaints about BOSCH auto products

36

14

Retailers recommendation to the customers about BOSCH products

37

9

of

BOSCH


ii

auto

32

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List of tables TABLE NO

CONTENTS

PAGE NO

1

Experience in Retailer-ship

24

2

Experience in dealing with BOSCH auto parts

25

3

Retailers satisfaction towards Quality of BOSCH auto parts

26

4

Factors that influences to be a retailer of BOSCH auto products

27

5

Retailer’s feeling towards credit period given by BOSCH dealer

28

6

Response of retailers about promotion activities given by BOSCH dealer

29

7

Retailers response about price of BOSCH auto products

30

8

Retailers preference towards promotional activities provided by BOSCH dealer Retailers satisfaction about proper supply of BOSCH auto products in time

31

10

Retailers dealing with other companies products

33

11

Proper Availability products

12

Retailers feeling towards customer satisfaction with BOSCH auto products

35

13

Complaints about BOSCH auto products

36

14

Retailers recommendation to the customers about BOSCH products

37

9

of

BOSCH


ii

auto

32

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15

Retailers suggestions to improve the Quality of BOSCH products

38

16

Retailers response about after sales service provided by BOSCH dealer

39


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List of charts TABLE NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

CONTENTS

PAGE NO

Experience in Retailer-ship Experience in dealing with BOSCH auto parts Retailers satisfaction towards Quality of BOSCH auto parts Factors that influences to be a retailer of BOSCH auto products Retailer’s feeling towards credit period given by BOSCH dealer Response of retailers about promotion activities given by BOSCH dealer Retailers response about price of BOSCH auto products Retailers preference towards promotional activities provided by BOSCH dealer Retailers satisfaction about proper supply of BOSCH auto products in time Retailers dealing with other companies products Proper Availability of BOSCH auto products Retailers feeling towards customer satisfaction with BOSCH auto products Complaints about BOSCH auto products Retailers recommendation to the customers about BOSCH products Retailers suggestions to improve the Quality of BOSCH products Retailers response about after sales service provided by BOSCH dealer

24 25


iv

26 27 28 29 30 31 32 33 34 35 36 37 38 39

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INTRODUCTION TO RETAILER PERCEPTION: Retailing to a marketing activity involved in the sale products to the final consumers but also more important to marketing companies as it helps bringing the products closure to consumers. The heat of competition in every industry is increasing, as the numbers of sellers are increasing form time to time. In order to overcome the competition, every organization is concentration more on satisfying the retailers as they an important role in promoting the sales of the products. As retailers directly interact with the quality of the products as well as the other benefits that customers can enjoy. In this regard, the presence of retailers in value chain has got more importance in improving the sales quantity levels. An introduction is the opening phase of a market and is one that is just entering Global Retail Development Index (GRDI). This index is based on more than 25 macroeconomic and retail specific variables for instance, the country risk includes parameters like political risk, economic risk, performance risk, financial risk and business risk. The market attractiveness covers retail sales per capita, urban population, laws and regulations and business efficiency. At this stage, retailers should monitor and performing high-level assessments, they should plan for their entry strategies. India in the late 1990’s is a good example in the opening stage, while in 2007; Kazakhstan was the country in introduction stage. Strategy suggested: a rapid penetration strategy is suggested at this stage that is low price and high promotion. Retailers perform the work of making reach of goods from producer to customer. Now a day’s retailers place an important role in pushing products in to market. They are the heart of the company. Retailers have direct contact with their manufactures as well as with the consumer. They gather information about potential and current customers, competitors and other factors and forces in the marketing environment. Retailers are main bridges between the manufacturers and customers. The profit any company will strongly focus on the range of retailer. Companies should take more care while dealing with their retailer of the company. Companies have to mainly focus on the perception of the retailers. Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

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Meaning and definition of Retailing:

According to the report of the definition committee America, “retailing includes all activities incidental to selling to the ultimate consumer” in words of William J.stanton. “a retailer or a retailer store is a business enterprise which sells primarily to the ultimate consumers for non-business use”. Cundiff and still defines it as “retailing consists of those activities involved in selling directly to ultimate consumers”. Retailer and Retailing:

A retailer or a retailer store is a business enterprise which sales primarily ultimate consumers. The retailer is also known as dealer. The word distributor is sometimes used wrongly to denote a retailer. The distributor is a wholesaling middle man and not at all a retailer. Retailer has been portrayed as buying agents for their customers, it has been remarked that they are the marketing or merchandising arm of many manufactures. Retailing is subjected to constant changes which increases both the risk and opportunities of the participants. It is influenced by many forces such as population growth and the mobility of consumers, increase personal income, changes in distribution of income, consumer credit and competitive changes etc, technological innovation is a yet another causes that affect retailing. Finally there is the influence of government policies which privileges over social, economic and scientific influences.

The Retailer Concept:

As we just described, target stores has a sincere long term desire to please customers. 1)

Customer orientation:

The retailer determines the attributes and needs of its customers and endeavors to satisfy these needs to the fullest. Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

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2)

Coordinated effort:

The retailer integrates all plans and activities to maximize efficiency.

3)

Value driven:

The retailer offers good value to customers, whether it be upscale or discount. This means having prices appropriate for the level of products and customers service. 4)

Goal orientation:

The retailer sets goals and then uses its strategy to attain them. Retailer perception:

According to Joseph RITZ perceptual include all this process which as individual receives information about his environment feelings, seeing herring testing, smelling. The study of these perceptual process shows their functioning is effected why three classes of variable the objectives are event be perceptual the environment which process occur and individual doing the perceiving.

The following stages of perceptual process:

1)

Receiving the perception information stimuli from the internal and external.

2)

Selecting

3)

Organizing

4)

Interpreting

5)

Perceptual output

6)

Behavior


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The role of retailers:

From the advantage point of the retailer, the World Wide Web can serve one or more roles. ¾

Project a retail presence and enhance the retailer image.

¾

Generate sales as the major source of revenue for an online retailer or as a complementary source of revenue for a store based retailer.

¾

Provide information to consumers about products carried, store locations, usage information, answers to common questions, customer loyalty programs, and so on..

¾

Promote new products and fully explain and demonstrate their features. Furnish customer service in the form of e-mail, “hot links”, and other communications.

Retailer opportunity to exploit time perception to delight customers:

US self-service tracking consultancy company IHL has just reported that for the last five years in a row the top source of customer dissatisfaction is the amount of time spent waiting in a queue. At the same time NCR research has found that new self-service device customers take longer to checkout than when using human cashier services. But because they are actively engaged in processing the transaction, rather than waiting in line, they perceive it takes less time. These findings present retailers with creative opportunities to delight customers with engagement when they are waiting in line for service. Involve retailer in branding:

Professor Venkat Ramaswamy of the University of Michigan Business School and co-author of the book The Future of Competition: Co-Creating Unique Value with Customers says that firms must begin to involve consumers in the creation of brands. “There

has

been

a

“mind-boggling”

rise

in

consumer-to-consumer

communication even as corporate’ own understanding of value creation has blurred” said Prof. Ramaswamy “The internet, along with other communication channels such as SMS and blogs, has meant that customer experiences are shared more rapidly and widely, in a


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“word-of-mouth” overdrive. Companies can engage consumers in a two-way interaction and deliver the experience that they want”. He uses Apple and its iTunes music buying sharing portal to illustrate the point. “With its iPod, consumers can ‘carry’ their favorite songs with them. In addition, Apple has opened retail stores. So, the focus is on individual value and experience, he said, with the choice of doing business entirely with the consumer”, he said. Retail Business Plan Basics:

The best way to show bankers, venture capitalists, and angel investors that you are worthy of financial support is to show them a great business plan. Make sure that your plan is clear, focused and realistic. Then show them that you have the tools, talent and team to make it happen. Your business plan is like your calling card, it will get you in the door where you’ll have to convince investors and loan officers that you can put your retail business plan into action. Once you have raised the money to start or expand your retail business, your plan will serve as a road map for your success. It is not a static document that you write once and put away. You will reference it often, making sure you stay focused and on track, and meet milestones. It will change and develop as your retail business evolves. A Highly Successful Retail Manager: ¾

Believes and practices exemplary Customer Service.

¾

Interviews with a purpose, hires for the cause and trains with a passion.

¾

Leads by example and presents as an admirable Role Model.

¾

Motivates and Coaches all day, every day.

¾

Manages his time, plans ahead and gears for success.

¾

Communicates well and often.

¾

Holds values like Honesty and Integrity as sacred; is above reproach.

¾

Is accessible, follows up and follows through with consistency.

¾

Manages performance when and where it happens.

¾

Mentors and develops people to promote from within.


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¾

Manages with a praise and reward philosophy.

¾

Knows his customers and their needs.

¾

Manages Up, Sees the Bigger Picture, Has Influence.

¾

Shows Operational excellence.

¾

Always promote growth and is forward thinking.

¾

Networks in and out of the workplace.

¾

Possesses an unparalleled energy, ambition and enthusiasm for his work.

¾

Develops a Flair for Visual Merchandising.

¾

Has a game plan for productive store visits.

¾

Works hard and gets results.

¾

Strives for Quality and Quantity.

¾

Excels in all areas of retail, takes action and is not afraid to get his hands dirty.


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IMPORTANCE FOR THE STUDY 1. To know about the retailer perception on demand of the customer. 2. To know about the target customer. 3. To give more emphasis to a particular customer groups. 4. To know what the real needs of consumers are. 5. To know the organization’s position in the competitive market. 6. To know the organization’s competitors.


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Objectives of the study ¾

To know the retailer’s perception towards the quality of BOSCH auto parts in Chennai.

¾

To determine the factors that enables to the retailer to deal BOSCH auto parts

¾

To analyze the retailer perception towards the promotional activates given by BOSCH dealer.

¾

To find out whether the retailer’s are dealing with other companies products or not

¾

To study retailer’s satisfaction towards credit period given by BOSCH dealer

¾

To know whether the expected quantity of BOSCH auto products is supplied to retailer’s in time or not.

¾

To understand the retailer’s feeling about after sales service given by BOSCH dealer.


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Need for the study 1. The study is mainly focused on retailer’s perception towards BOSCH auto parts in the Chennai city. 2. Hence it requires knowing the overall performance of the BOSCH auto parts through Retailer’s. 3. Therefore the survey was conducted in those areas to know about the retailer’s perception regarding the sales of BOSCH auto parts. 4. The company should able to analyze the perception of the retailer’s. Based on that, the company can update product of that areas of quality, price, package, and promotions. 5. By analyzing the retailer’s on different aspects the research can give valuable information to the company. 6. This study aims at retailer’s perception on BOSCH auto parts in Chennai city only.


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SOURCES OF DATA:

The information has been collected from sources a) Primary data source b) Secondary data source

(1)

Primary data: Primary data collected from retailers of BOSCH automotive products in Chennai city.

Primary data consists of original information collected for specific purpose. The primary data was collected through questionnaires. The questionnaire was prepared for the customer survey for asking information directly from the respondents. Structured questionnaire have been used as the major tool for primary data collection. Direct and indirect as well as open and closed end questions were included to get insight into physical needs, attitudes level of the respondents.

(2)

Secondary data: Secondary data were collected from company broachers, records and web sites.

The secondary data consists of information that already exists somewhere having been collected for another purpose and researcher begins the research work by first going through the secondary data. Secondary data includes the information available with the company. It may be the findings of research previously done in the field. SAMPL ING DESIGN:

It is the procedure of selecting a sample from the population.


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POPULATION:

Chennai people are using various brands of BOSCH automotive products. The survey was conducted in Chennai City.

SAMPL ING UNIT:

A sample unit for this study is the retailer’s of BOSCH automotive products.

SAM PLE SIZE: Considering the nature and extent of the study and the time constraint the sample size of 110 retailers was selected. STATI STI CAL TOOLS:

The analyze data simple averages percentage, and diagrams are used.


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L imitations of the study

¾

The sample size is limited to 110.

¾

The study is done in Chennai city only.

¾

Hence the results cannot be applied to other areas due to variation in competition level.

¾

The duration of the project is limited to 2 months.

¾

The basis of the respondent views cannot be ignored.


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COMPANY PROFIL E

COMPANY PROFI L E

Type Industry

Founded

Private GmbH Automotive, Automation, Major appliances, Packaging, Security 15 November 1886 (adopted current name in 1937) by Robert Bosch

Founder(s)

Robert Bosch

Headquarters

Gerlingen, Germany

Area served

Worldwide

Key people

Franz Fehrenbach(Chairman)

Products

Automotive parts, Power tools, Security systems

Revenue

▲

€38.174 billion (2009)

Employees

270,687 (2009)

Website

www.bosch.com


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Company History

The history of the automobile begins as early as 1769, with the creation of steam powered automobiles capable of human transport. In 1806, the first cars powered by internal combustion engines running on fuel gas appeared, which led to the introduction in 1885 of the ubiquitous modern gasoline- or petrol-fueled internal combustion engine. Cars powered by electricity briefly appeared at the turn of the 20th century but largely disappeared from commonality until the turn of the 21st century, when interest in lowand zero-emissions transportation was reignited. As such, the early history of the automobile can be divided into a number of eras based on the prevalent method of automotive propulsion during that time. Later periods were defined by trends in exterior styling and size and utility preferences. Pioneer inventors:

Although German engineer Karl Benz, the inventor of numerous car-related technologies, is generally regarded as the inventor of the modern automobile when he received a German patent in 1886, American George B. Selden filed for a patent on May 8, 1879. His application included not only the engine but its use in a 4-wheeled car. Mr. Selden then filed a series of amendments to his application which stretched out the legal process resulting in a delay of 16 years before the US patent 549160 was granted on November 5, 1895. The four-stroke petrol (gasoline) internal combustion engine that constitutes the most prevalent form of modern automotive propulsion is a creation of German inventor Nikolaus Otto. The similar four-stroke diesel engine was also invented by a German, Rudolf Diesel. The hydrogen fuel cell, one of the technologies hailed as a replacement for gasoline as an energy source for cars, was discovered in principle by yet another German, Christian Friedrich Schönbein, in 1838. The battery electric car owes its beginnings to Hungarian Ányos Jedlik, one of the inventors of the electric motor, and Gaston Planté, who invented the lead-acid battery in 1859. Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

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EARLY AUTOMOBIL ES

Steam Automobiles:

Cugnot's steam wagon, the second (1771) version Ferdinand Verbiest, a member of a Jesuit mission in China, built the first steam-powered vehicle around 1672, designed as a toy for the Chinese Emperor, it being of small scale and unable to carry a driver or passenger but, quite possibly, the first working steam-powered vehicle ('auto-mobile'). Steam-powered self-propelled vehicles are thought to have been devised in the late-18th century. Nicolas-Joseph Cugnot demonstrated his fardier à vapeur, an experimental steam-driven artillery tractor, in 1770 and 1771. Cugnot's design proved to be impractical and his invention was not developed in his native France, the centre of innovation passing to Great Britain. By 1784, William Murdoch had built a working model of a steam carriage in Redruth, and in 1801 Richard Trevithick was running a fullsized vehicle on the road in Camborne. Such vehicles were in vogue for a time, and over the next decades such innovations as hand brakes, multi-speed transmissions, and better steering developed. Some were commercially successful in providing mass transit, until a backlash against these large speedy vehicles resulted in passing a law, the Locomotive Act, in 1865 requiring self-propelled vehicles on public roads in the United Kingdom be preceded by a man on foot waving a red flag and blowing a horn. This effectively killed road auto development in the UK for most of the rest of the 19th century as inventors and


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engineers shifted their efforts to improvements in railway locomotives. The law was not repealed until 1896, although the need for the red flag was removed in 1878. In Russia in the 1780s, Ivan Kulibin started working on a human-pedalled carriage with a steam engine. He finished working on it in 1791. Some of its features included a flywheel, brake, gearbox, and bearing, which are also the features of a modern automobile. His design had three road wheels. Unfortunately, as with many of his inventions, the government failed to see the potential market and it was not developed further. The first automobile patent in the United States was granted to Oliver Evans in 1789. In 1805, Evans demonstrated his first successful self-propelled vehicle, which not only was the first automobile in the USA, but was also the first amphibious vehicle, as his steam-powered vehicle was able to travel on roadwheels on land, and via a paddle wheel in the water. Among other efforts, in 1815, a professor at Prague Polytechnich, Josef Bozek, built an oil-fired steam car and Walter Hancock, builder and operator of London steam buses, in 1838 built a four-seat steam phaeton. Steam car development would from them on continue, leading to significant advances by the early 1900s (see Edwardian Era car).

Career path for Bosch employees: Robert Bosch GmbH, through its subsidiaries, supplies technology and services in the areas of automotive and industrial technology, consumer goods, and building technology worldwide. It operates through three divisions: Automotive Technology; Industrial Technology; and Consumer Goods and Building Technology. The Automotive Technology division offers gasoline systems, chassis systems control, diesel and chassis systems brakes, electrical drives, starter motors and generators, car multimedia products, automotive electronics, automotive aftermarket products, and ZF steering systems. The Industrial Technology division supplies drive, control, and motion solutions for the automotive, printing and paper, electronics and semiconductors, and food and packaging industries. This division also designs, manufactures, and installs Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

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packaging lines for manufacturers of confectionery, food, and liquid pharmaceuticals. The Consumer Goods and Building Technology division offers power tools, including accessories, such as drill bits and saw blades, as well as gardening appliances for the building trade, industry, and do-it-yourselfers; household appliances; and heating and hot water solutions, including floor-standing and wall-hung heating boilers, solar systems, and water heater


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Company Development Year Production Change 1997 52,987,000 1998 57,987,000 -2.70% 1999 56,258,892 2.98% 2000 58,374,162 3.80% 2001 56,304,925 -3.50% 2002 58,994,318 4.80% 2003 60,663,225 2.80% 2004 64,496,220 6.30% 2005 66,482,439 3.10% 2006 69,222,975 4.10% 2007 73,266,061 5.80% 2008 70,520,493 -3.70% 2009 60,986,985 -13.50%


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COMPANY STRUCTURE:


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1. Experience in Retailer-ship: Table: 1

Particulars

Response

Percentage

1-3 4-7 8-10

2 11 80

Above 10

17

2 10 73 15

Total

110

100

Graph -1 80%

73%

70% 60% 50% 40% 30% 20% 10%

15%

10% 2%

0% 1‐ 3

4‐ 7

8‐ 10

above 10

Data interpretation: I found that majority of retailer’s having experience between 8-10 years in retailer-ship with 73% and 15% retailer’s are above 10,10% retailer’s are between 4-7 and remaining 2% retailer’s are between 1-3 years respectively.


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2. Experience in dealing with BOSCH auto parts: Table: 2 Particulars

Response

Percentage

1-3 4-7 8-10 Above 10 Total

3 34 58 15 110

3 31 53 13 100

Graph-2:

Data interpretation: I found that majority of retailer’s having experience between 8-10 years in dealing with BOSCH auto parts with 53% and 31% retailer’s are between 4-7,13% retailer’s are above 10 and remaining 3% retailer’s are between 1-3 years respectively.


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3. Retailers satisfaction towards Quality of BOSCH auto parts: Table: 3 Particulars

Response

Percentage

Very good Good Satisfactory Poor Total

58 48 4 0 110

53 44 3 0 100

Graph-3:

60% 53% 50% 44% 40% 30% 20% 10% 3% 0%

very good

good

satisfactory

0%

poor

Data Interpretation: I found that 53% of retailer’s satisfaction towards the quality of BOSCH auto products is very good and 44% said good and 3% said satisfactory respectively.


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4. Factors that influences to be a retailer of BOSCH auto products: Particulars

Table:4

Response

Percentage

68 33 2 0 7 110

62 30 2 0 6 100

Promotional Quality Scheme Company policy Margin Total

Graph- 4 :

Data interpretation: I found that 62% of retailer’s opinion towards the factors that enables to be a retailer of BOSCH auto products is promotional 30% said are quality and 6% said are margin respectively.


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5. Retailer’s feeling towards credit period given by BOSCH dealer : Table: 5 Particulars

Response

Percentage

Very good Good Satisfactory

15 85 6

14 77 6

3

3

110

100

Poor Total

Graph- 5 Retailer’s feeling to wards credit period g iven by BOSCH d ealer 100 e g a t n e c r e P

80 60

Percentage

40 20 0 Very good

Good

Satisfactory

Poor

Retailers feeling

Data interpretation: I found that 77% of retailer’s feeling towards the credit period given by BOSCH dealer is good and 14% said are very good, 6% said satisfactory and 3% said poor respectively.


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6. “Response of retailers about promotion activities given by BOSCH dealer” Table: 6

Particulars

No. of retailers % of retailers

Very good Good Satisfactory Poor Total

6 97 4 3 110

5 88 4 3 100

Graph:6 90%

88%

80% 70% 60% 50% 40% 30% 20% 10%

5%

4%

3%

0% very good

good

satisfactory

poor

Data interpretation: From the above table, I found that 88% of retailer’s response towards the promotion activities given by BOSCH dealer is good and 5% said very good, 4% said satisfactory and 3% said poor respectively.


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7. “Retailers response about price of BOSCH auto products” Table: 7 Particulars

No. of retailers % of retailers

Very high High Average Low Total

3 94 13 0 110

3 85 12 0 100

Graph: 7

90%

85%

80% 70% 60% 50% 40% 30% 20% 10% 0%

12% 3% very high

0% high

average

low

Data interpretation: From the above table, I found that highest percentage that is 85% of retailers opinion about the price of BOSCH auto parts is high and 12% said very average, 3% said very high respectively.


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8. “Retailers preference towards promotional activities provided by BOSCH dealer” Table: 8

Particulars

Response

Percentage

Discount Gift Prize Offers Total

104 0 2 4 110

96 0 1 3 100

Graph: 8

100%

96%

90% 80% 70% 60% 50% 40% 30% 20% 10% discounts

3%

1%

0%

0%

gift

price

offer

Data interpretation: From the above table, I found that 96% of retailers preference towards promotional activities provided by BOSCH dealer is discount and 3% said scheme, 1% said prize respectively.


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9. “Retailers satisfaction about proper supply of BOSCH auto products in time” Table: 9 Particulars

Respondents

% Percentage

105

96

5

4

110

100

YES NO Total

Graph: 9 100%

96%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

4% yes

no

Data interpretation: I found that 96% of retailer’s said that the expected quantity of BOSCH auto products is supplied in time and 4% said not supplied in time.


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10. “Retailers dealing with other companies products”

Table: 10 Particulars

Respondents

% Percentage

YES

47

43

NO

63

57

Total

110

100

Graph: 10 60%

57%

50% 43% 40% 30% 20% 10% 0% yes

no

Data interpretation: From the above table, I found that 57% of retailer’s have dealing with BOSCH auto auto products only and rest of retailers sold other companies products also.


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11. “Proper Availability of BOSCH auto products” Table: 11 Particulars

Respondents

% Percentage

YES

108

99

NO

2

1

Total

110

100

Graph- 11

100% 99% 90% 80% 70% 60% 50% 40% 30% 20% 10% 1%

0% yes

no

Data interpretation:

I found that 99% of retailer’s said they have proper availability of BOSCH auto products and 1% said no proper availability of BOSCH auto products.


34

DEPT.OF MANAGEMENT

CHAPTER- 4 & 5

RETAILER PERCEPTION

12. “Retailers feeling towards customer satisfaction with BOSCH auto products” Table: 12 Particulars

Respondents

% Percentage

Highly satisfied

23

20

Satisfied

81

75

Average

4

3

Dis-satisfied

2

2

Total

110

100

Graph: 12 80%

75%

70% 60% 50% 40% 30% 20%

20%

10% 3%

0% highly satisfied

satisfied

good

2% dis satisfied

Data interpretation:

From the above table, I found that highest f 75% of retailers feeling about the customer satisfaction with BOSCH auto products are satisfied and 20% said are highly satisfied, 3% said average and 2% said dis-satisfied respectively.


35

DEPT.OF MANAGEMENT

CHAPTER- 4 & 5

RETAILER PERCEPTION

13. “Complaints about BOSCH auto products”

Table: 13 Particulars

Respondents

% Percentage

YES

16

14

NO

94

86

Total

110

100

Graph: 13

90%

86%

80% 70% 60% 50% 40% 30% 20% 10%

14%

0% yes

no

Data interpretation From the above table, I found that 86% of retailers have no complaints about BOSCH products and 14% retailers said complaints about BOSCH products.


36

DEPT.OF MANAGEMENT

CHAPTER- 4 & 5

RETAILER PERCEPTION

14. “Retailers recommendation to the customers about BOSCH products” Table: 14 Particulars

Respondents

% Percentage

Yes

95

87

No

15

13

Total

110

100

Graph: 14

90%

87%

80% 70% 60% 50% 40% 30% 20%

13%

10% 0% yes

no

Data interpretation: From the above table, I found that of 87% of retailers are suggesting customers for buying BOSCH Auto products and 13% retailers are not suggesting customers a particular brand for buying various automotive parts.


37

DEPT.OF MANAGEMENT

CHAPTER- 4 & 5

RETAILER PERCEPTION

15. “Retailers suggestions to improve the Quality of BOSCH products” Table: 15 Particulars

Respondents

% Percentage

Yes

5

4

No

105

96

Total

110

100

Graph: 15 100%

96%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

4% yes

no

Data interpretation: From the above table, I found that almost all the retailers are having good opinion on the quality of BOSCH auto products and they have no suggestions to improve the quality of BOSCH auto products.


38

DEPT.OF MANAGEMENT

CHAPTER- 4 & 5

RETAILER PERCEPTION

16. “Retailers response about after sales service provided by BOSCH dealer ” Table: 16 Particulars

Respondents

% Percentage

Highly satisfied

13

10

Satisfied

97

90

Moderate

0

0

Dissatisfied

0

0

Total

110

100

Chart: 16

90%

90% 80% 70% 60% 50% 40% 30% 20% 10% 10%

0%

0% High satisfied

satisfied

0%

Moderate Dissatisfied

Data interpretation: From the above table, I found that 90% of retailers are satisfied with service provided

by

BOSCH dealer

and

10%


said

39

highly

satisfied

respectively.

DEPT.OF MANAGEMENT

CHAPTER- 6

RETAILER PERCEPTION


40

DEPT.OF MANAGEMENT

CHAPTER- 6

RETAILER PERCEPTION

SUMMARY ¾

I found that majority of retailers having experience 8 to 10 years dealing with Bosch auto parts.

¾

I found that retailers satisfaction towards the quality of Bosch auto parts.

¾

I found that retailers feeling towards the credit period given by Bosch dealer.

¾

I found that retailers response towards the promotion activities given by Bosch dealer.

¾

I found that highest percentage of retailer’s opinion about the price of Bosch auto parts.

¾

I found that retailers said the have proper availability of Bosch auto parts.

¾

I found that highest of retailers feeling about the customer’s satisfaction with Bosch auto parts.

¾

I found that retailers have no complaints about Bosch auto parts.

¾

I found that retailers said that the expected quantity of Bosch auto products.

¾

I found that retailers preference towards promotional activities provided by Bosch dealers.


41

DEPT.OF MANAGEMENT

CHAPTER- 6

RETAILER PERCEPTION

FINDINGS ¾

I found that majority of retailer’s having experience between 8-10 years in retailer-ship with 73% and 15% retailer’s are above 10, 10% retailer’s are between 4-7 and remaining 2% retailer’s are between 1-3 years respectively.

¾

I found that majority of retailer’s having experience between 8-10 years in dealing with BOSCH auto parts with 53% and 31% retailer’s are between 4-7,13% retailer’s are above 10 and remaining 3% retailer’s are between 1-3 years respectively.

¾

I found that 53% of retailer’s satisfaction towards the quality of BOSCH auto products is very good and 44% said good and 3% said satisfactory respectively.

¾

I found that 62% of retailer’s opinion towards the factors that enables to be a retailer of BOSCH auto products is promotional 30% said are quality and 6% said are margin respectively.

¾

I found that 77% of retailer’s feeling towards the credit period given by BOSCH dealer is good and 14% said are very good, 6% said satisfactory and 3% said poor respectively.

¾

I found that 88% of retailer’s response towards the promotion activities given by BOSCH dealer is good and 5% said very good, 4% said satisfactory and 3% said poor respectively.

¾

I found that highest percentage that is 85% of retailer’s opinion about the price of BOSCH auto parts is high and 12% said very average, 3% said very high respectively.

¾

I found that 96% of retailer’s preference towards promotional activities provided by BOSCH dealer is discount and 3% said scheme, 1% said prize respectively.


42

DEPT.OF MANAGEMENT

CHAPTER- 6

RETAILER PERCEPTION

¾

I found that 96% of retailer’s said that the expected quantity of BOSCH auto products is supplied in time and 4% said not supplied in time.

¾

I found that 57% of retailer’s have dealing with BOSCH auto products only and rest of retailer’s sold other companies products also because of equally competitive brands.

¾

I found that 99% of retailer’s said they have proper availability of BOSCH auto products and 1% said no proper availability of BOSCH auto products.

¾

I found that highest of 75% of retailer’s feeling about the customer satisfaction with BOSCH auto products are satisfied and 20% said are highly satisfied, 3% said average and 2% said dis-satisfied respectively.

¾

I found that 86% of retailer’s have no complaints about BOSCH products and 14% retailer’s said complaints about BOSCH products.

¾

I found that of 87% of retailer’s are suggesting customers for buying BOSCH auto products and 13% retailer’s are not suggesting customers a particular brand for buying various automotive parts.

¾

I found that almost all the retailers are having good opinion on the quality of BOSCH auto products and they have no suggestions to improve the quality of BOSCH auto products. 13% retailer’s are not suggesting customers a particular brand for buying various automotive parts.

¾

I found that 90% of retailer’s are satisfied with service provided by BOSCH dealer and 10% said highly satisfied respectively.


43

DEPT.OF MANAGEMENT

CHAPTER- 6

RETAILER PERCEPTION

SUGGESTIONS ¾

The company has to concentrate on promotional activities for their improvement of sales.

¾

Company has to motivate Retailer’s to suggest buying BOSCH auto parts.

¾

The company has to look in to the pricing of BOSCH auto parts further satisfaction of the dealer.

¾

The company has to look in to the packaging of BOSCH auto parts further satisfaction of the dealer.

¾

One retailer suggestion is in BOSCH horn product segment the screw is very low.

¾

Another retailer suggestion is BOSCH salesman should visit the market frequently with distributor salesman.


44

DEPT.OF MANAGEMENT

BIBLIOGRAPHY

RETAILER PERCEPTION

BIBLOGRAPHY

MARKETING MANAGEMENT - PHILIP KOTLER - C.N SONTAKKI

COMPANY WEBSITE -

WWW. bosch.COM www.pepsicoindia.com www.google.com


45

DEPT.OF MANAGEMENT

QUESTIONNAIRE

RETAILER PERCEPTION

QUESTIONNAIRE 1) Name: 2) Address 3) Experience in retailer-ship:

a)1-3 years b) 4-7 years c)8-10 years d) Above 10 4) How long you are dealing with BOSCH parts?

a)1-3 years b) 4-7 years c)8-10 years d) Above 10 5) What do you feel about quality of BOSCH auto parts?

a) very good b) good c) satisfactory d) poor 6) Which factor enables you to be the retailer of BOSCH auto products?

a) Promotional b) Quality c) Scheme d) Company policy e) Margin Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

46

DEPT.OF MANAGEMENT

QUESTIONNAIRE

RETAILER PERCEPTION

7) what do you feel about credit period given by BOSCH dealer?

a) Very good b) Good c) Satisfactory d) Poor 8) What do you think about promotion activities given by BOSCH dealer?

a) Very good b) Good c) Satisfactory d) Poor 9) What do you feel about the price of BOSCH auto parts?

a) Very high b) High c) Average d) Low 10) What type of promotional activities do you prefer provided by BOSCH

dealer? a) Discount b) Gift c) Prize d) Offers 11) Whether the expected quantity of BOSCH auto parts is supplied to you in

time? a) Yes b) No If no specify-------------------------------------Dr. JYOTHIRMAYI DEGREE COLLEGE, ADONI

47

DEPT.OF MANAGEMENT

QUESTIONNAIRE

RETAILER PERCEPTION

12) Are you dealing with other companies?

a) Yes b) No If yes specify-----------------------------13) Do you have availability of BOSCH auto parts?

a) Yes b) No If no specify------------------------------------14) What do you feel about the customer satisfaction with BOSCH auto parts?

a) Highly satisfied b) Satisfied c) Average d) Dissatisfied 15) Do you have any complaints about BOSCH auto products?

a) Yes b) No If yes specify the reason--------------------------------------------16) Do you recommend your customers about BOSCH products?

a) Yes b) No If no specify the reason-------------------------------------


48

DEPT.OF MANAGEMENT

Retailer perception

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