This paper is published in Volume-9, Issue-6, 2023
Area
Marketing
Author
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari.
Org/Univ
Mepco School of Management Studies, Melamattur, Tamil Nadu, India
Keywords
Retailer Satisfaction, Retailer Perception, Promotional Mix, Relationship, Retailer Preference
Citations
IEEE
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari.. Impact of marketing mix on the retailers’ preference towards cookies, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.
APA
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari. (2023). Impact of marketing mix on the retailers’ preference towards cookies. International Journal of Advance Research, Ideas and Innovations in Technology, 9(6) www.IJARIIT.com.
MLA
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari.. "Impact of marketing mix on the retailers’ preference towards cookies." International Journal of Advance Research, Ideas and Innovations in Technology 9.6 (2023). www.IJARIIT.com.
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari.. Impact of marketing mix on the retailers’ preference towards cookies, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.
APA
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari. (2023). Impact of marketing mix on the retailers’ preference towards cookies. International Journal of Advance Research, Ideas and Innovations in Technology, 9(6) www.IJARIIT.com.
MLA
Ivan Kenny Raj L., Ramesh Babu S., S.M. Atchaya Eswari.. "Impact of marketing mix on the retailers’ preference towards cookies." International Journal of Advance Research, Ideas and Innovations in Technology 9.6 (2023). www.IJARIIT.com.
Abstract
In this research, the researchers try to find the retailer preference towards the biscuits industry in Chennai. The main objective is, to find the retailer's satisfaction, measuring the effect of promotional mix and retailers’ perception towards biscuits and cookies. The data have been collected using a structured Questionnaire from the 125 retailers and a convenience sampling technique method is being used. The research design used in this study is Descriptive in nature. In this research, the SPSS software is used to analyze Data. The brand is the influence factor in purchasing biscuits and cookies. Retailers are satisfied with the cookie's quality and brand name of the biscuits, majority of the retailers have maintained a smooth relationship with their dealers.
