A COMPARATIVE STUDY OF RETAILER PRODUCTS V/S MANUFACTURER PRODUCTS

Abstract

Abstract

In the present scenario most of the retailers are following own product brand concept, so Competition in the market is intense and companies have to adopt various marketing strategies for improving their share in the market. Various promotional activities such as sales promotion, direct marketing, publicity and advertisements are used by firms to achieve certain specific marketing objectives. Satisfaction level of the customers plays an important role in marketing. In this context, it is imperative for every company to assess the awareness level, factors influencing selecting particular brand, problems associated with use of retailer brand level and satisfaction level of the customers. This study may be useful to the players of retail industry to understand their strengths, weaknesses, opportunities and threats, will help to understand customers, preference and their needs, Helpful for R&D to concentrate on their present and prospective customers and It enables to retain customers.The outcome of result will be depending upon on the measures to be taken up for designing and implementing appropriate marketing strategies by the companies in future. Hence a study was undertaken on the above aspects, this study based on brief description. This internship training focuses to study entitled A Comparative Study of Retailer Products v/s Manufacturer Productsâ€(with Special reference to FMCG in Aditya Birla MORE Retail Ltd in Davanagere City)