A STUDY ON DEALER ATTITUDE TOWARDS BAVANTO COOL DRINKS AT

SALEM

CHAPTER I
INTRODUCTION TO THE TOPIC
Marketing is a communication process that has the purpose of individuals or groups -
that are directly or indirectly able to purchase - aware of products and services that may
satisfy their existing or newly-identified needs and wants.
Marketing is defined by the American Marketing Association as the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large. The term developed from
the original meaning which referred literally to going to market, as in shopping, or going to a
market to buy or sell goods or services.
The Chartered Institute of Marketing, which is the world's largest marketing body
defines marketing as "The management process responsible for identifying, anticipating and
satisfying customer requirements profitably."
DEALER
Any person who carries on business in purchasing, selling, supplying or distributing
goods and also includes works contractor, company, Co-operative Society, Broker,
Commission Agent, Auctioneer or any other mercantile Agent for the consideration of cash,
commission and deferred payment.
There are two types of dealer such as:
 Registered dealer.
 Casual dealer
WHOLESALER
A wholesaler buys goods in large quantities from their manufacturers or importers,
and then sells smaller quantities to retailers, who in turn sell to the general public. Many
shops are part of a chain: a number of similar shops with the same name selling the same
products in different locations. The shops may be owned by one company, or there may be a
franchising company that has franchising agreements with the shop owners.
RETAILER
A retailer buys goods or products in large quantities from manufacturers or importers,
either directly or through a wholesaler, and then sells individual items or small quantities to
the general public or end user customers, usually in a shop, also called store. Retailers are at
the end of the supply chain.
BRAND
A brand is a name or trademark connected with a product or producer. Brands have
become increasingly important components of culture and the economy, now being described
as "cultural accessories and personal philosophies

BRAND IDENTITY
A product identity, or brand image are typically the attributes one associates with a
brand, how the brand owner wants the consumer to perceive the brand - and by extension the
branded company, organization, product or service. The brand owner will seek to bridge the
gap between the brand image and the brand identity. Effective brand names build a
connection between the brand personalities as it is perceived by the target audience and the
actual product/service. The brand name should be conceptually on target with the
product/service (what the company stands for). Furthermore, the brand name should be on
target with the brand demographic. Typically, sustainable brand names are easy to remember,
transcend trends and have positive connotations. Brand identity is fundamental to consumer
recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers.
However, over time, a products brand identity may acquire (evolve), gaining new attributes
from consumer perspective but not necessarily from the marketing communications an owner
percolates to targeted consumers. Therefore, brand associations become handy to check the
consumer's perception of the brand.
BRAND IMAGE
Brand Image is not something you have or you don't! A brand is unlikely to have one
brand image, but several, though one or two may predominate. The key in brand image
research is to identify or develop the most powerful images and reinforce them through
subsequent brand communications. The term "brand image" gained popularity as evidence
began to grow that the feelings and images associated with a brand were powerful purchase
influencers, though brand recognition, recall and brand identity. It is based on the proposition
that consumers buy not only a product (commodity), but also the image associations of the
product, such as power, wealth, sophistication, and most importantly identification and
association with other users of the brand. In a consumer led world, people tend to define
themselves and their Jungian "persona" by their possessions. According to Sigmund Freud,
the ego and superego control to a large extent the image and personality that people would
like others to have of them.

Good brand images are instantly evoked, are positive, and are almost always unique among
competitive brands.

Brand image can be reinforced by brand communications such as packaging, advertising,

promotion, customer service, word-of-mouth and other aspects of the brand experience.

Brand images are usually evoked by asking consumers the first words/images that come to
their mind when a certain brand is mentioned (sometimes called "top of mind"). When
responses are highly variable, non-forthcoming, or refer to non-image attributes such as cost,
it is an indicator of a weak brand image.

BRAND PREFERENCE
Measure of brand loyalty in which a consumer will choose a particular brand in
presence of competing brands, but will accept substitutes if that brand is not available.
DEFINITION
Individual or firm that buys goods from a producer or distributor for wholesale or retail
reselling. Unlike a distributor, a dealer is a principal and not an agent.
The dealer came into existence when communications were difficult with consumers
and it is found necessary to have a point of distribution. The dealers help the manufactures by
formulating the policy of manufacturers according to the demand and assist them in securing
the markets for their goods. The dealers are also relieving the manufactures from the
necessity of having sales organizations. The manufactures are not put to the task of collecting
and securing orders and the numbers of accounts they have to open are smaller compared to
dealing directly with the consumer.
Dealer generally enters into forward contracts for supply of goods with the results the
manufactures does not accumulate heavy stocks. The dealers are being close touch with
consumers, so they are in position to advice the manufacturer by giving proper feedback
about the customer’s requirements.
The dealer occupies a very important specialized position. He not only assist to the
manufacture that also acts as the link in the chain of distribution between the manufacturer
and consumers for which purpose the dealer maintain efficient and comprehensive
organization. The dealer can assess the public demand and see that marketable goods or
manufacturer thus protecting the manufacture from wasteful and indiscriminate production as
well as the consumer against goods which are neither attitude nor disattitude of good value.
DEALER’S RELATIONS:
Large manufacturers depends on dealers to sell their products, therefore good
relations are most important to them , every manufactures thus wants to motivate his
distribution channel to sell more of his own products. Here the manufacturer must realize that
dealers are themselves business men and must be viewed as customers and human beings
rather than mechanical entities for flow of his products
The dealer interested in maximizing their profits thus good dealer relations can be
promoted if the manner is fair to his dealers in his behavior for example- salesmen of some
manufactures dump products on dealers through aggressive selling. Thereafter, the dealer
finds stocks are lying at heavy on his hands and he cannot sell those products by adequately.
Advertising products in the area concern the manufacturer should provide his dealers
with promotional literature; he should correspond them as frequently as necessary to show
that the manufacturer is there to help the dealers to sell all and thus makes profit for them. He
may offer adequate trade discount, provided display facilitate and even arrange contests
among the dealers to motivate them towards better results.
The manufacture should realize that the company dealers are more important assets.
If they are assisted with promotional help. They will appreciate effort and would be more in
demand to support the company campaigns in advertising.
DEALER ATTITUDE
In level of persons felt state resulting from company’s products perceives
performance in relational to the person’s expectations. Attitude is function of the difference
between the perceived performance and expectations.
Company seeks to win in today’s market. The must track their declares expectations,
perceive company performance and dealers attitude. While assessing the attitude level a
company must not conclude that it can get full picture of dealer attitude and disattitude by
simply running complaints and suggestions.
 As some times dealers may feel that their complaints are minor or that they will be
made to feel stupid , or that normally will be offered the results is that the company has need
Lesley lost dealers. Therefore companies instead of using complaints level as measure of
dealer’s attitude, obtaining a direct measure of dealer attitude of conducting periodic survey
would provide more appropriate measures.
The questionnaire can be made to a random sample of their recent customers. To find
out how they fell about various aspects of the company’s performance. They can also solicit
dealers view on the competitor’s performance. The respondents can be asked to list out
problems they have, had with the offer and to list out improvements they could suggest
companies would also ask the respondents to rate various elements of the offer in terms of the
importance of each element and how well the company has performed Exclusive dealers
needed to bring dealers attitude.
Many dealers like to develop exclusive channels for their products. The strategy in
which the producer allows only certain concepts to carry its products is called exclusive
design when the producer requires that these dealers should not handle expeditor products its
strategy is called exclusive dealing, both parties benefits from exclusive arrangements.
Automobile industry is one of the major industries in India. Today there are130 large
automobile plants and more than 300 mini automobile plants operating in India, producing
automobile under different brands and grades.
Local market to a city, a district, or a state is composed of a variety of brands leaving
to the customer a wide range of choice. ‘In the market, the movement of automobile largely
depends on the dealer’s promotion, constructor or contractor’s awareness and advice to the
customer and to an extent on the awareness of the customer. Dealer is one of the key persons
who can affect the movement of a particular brand of automobile. A marketer needs the
information regarding the dealer’s attitude on different factors like product quality, service,
price, supply and attitude of company’s promotional activities so as to estimate his
willingness to push the brand.

DEALER ATTITUDE
Attitude in level of persons felt state resulting from company’s products perceives
performance in relational to the person’s expectations. Attitude is a function of the difference
between the perceived performance and expectations. Company seeks to win in today’s
market. The must track their declares expectations, perceive company performance and
dealers attitude.
 While assessing the attitude level a company must not conclude that it can get full
picture of dealer attitude and disattitude by simply running complaints and suggestions. As
some times dealers may feel that their complaints are minor or that they will be made to feel
stupid or that normally will be offered the results is that the company has need Lesley lost
dealers.
Therefore companies instead of using complaints level as measure of dealer’s attitude,
obtaining a direct measure of dealer attitude of conducting periodic survey would provide
more appropriate measures. The questionnaire can be made to a random sample of their
recent customers to find out how they fell about various aspects of the company’s
performance. They can also solicit dealers view on the competitor’s performance.
The respondents can be asked to list out problems they have, had with the offer and to
list out improvements they could suggest companies would also ask the respondents to rate
various elements of the offer in terms of the importance of each element and how well the
company has performed
Exclusive dealers needed to bring dealers attitude many dealers like to develop
exclusive channels for their products. The strategy in which the producer allows only certain
concepts to carry its products is called exclusive design when the producer requires that these
dealers should not handle expeditor products its strategy is called exclusive dealing, both
parties benefits from exclusive arrangements.
Exclusive territories should be provided to bring dealers attitude an exclusive dealer
often includes exclusive territorial agreements. The producer may agree not to sell to others
in the area or the buyer may agree in the given area or the buyer may agree to buy only in
their territory. Keeping in mind about the concept and researcher has taken up a
comprehensive study on the dealer’s attitude on Pipes in order to throw more light on the
research topic chosen
Dealer attitude is the study of how he purchases, how he sales, how they get feedback
from consumers. It is a sub category of marketing the blends elements from different fields.
Dealer’s attitude attempts to understand the buyer decision making process both individually
and in groups.
 OBJECTIVE OF THE STUDY
Primary objectives
 To study the level of dealer’s attitude
Secondary objective
 To assess the effectiveness of promotional tools to improve the sales as
Opined by the dealers.
 To analyze the factors that affects the dealer’s preference in dealing with cool
drinks.
 To understand the strength and weakness of Cool drinks distribution.
 To find the best cool drinks brand, in terms of movement’s quality etc.
 To study the attitude of dealers towards dealer service, availability etc. from
the dealer.
 To find the factors that satisfies the dealers to deal with bavanto Cool drinks
 To identify the dealer’s suggestions with respect to bavanto Cool drinks.

NEED OF THE STUDY

 As there are a large no of dealers dealing with bavanto Cool drinks, the study was
conducted to know the dealers attitude towards bavanto Cool drinks. It enables the
company to enhance its strength in the competitive market
 The researcher aims at finding ways of improving the market share of bavanto Cool
drinks.
 In this case the actual users of cool drinks are very much aware of bavanto Cool
drinks and other brands of cool drinks available in the market.
 Therefore the firm which wants to improve its market share should study the dealer’s
attitude.
SCOPE OF THE STUDY
 The study is confined on the selected dealers in Salem Districts.
 The data collection is carried out in Salem Districts
 The project is focused on dealer’s satisfactory levels with quality, price, and
promotional schemes.
 A total of 100 dealers’ have been surveyed for collecting the data with the help of a
structured questionnaire.
 The project highlights the scope for future improvements on the basis of present scale.
 CHAPTER III
RESEARCH METHODOLOGY

RESEARCH DESIGN:
A research design is purely & simple basic frame work or plan for a study the guides
the collection of data and analysis of the data.
Research designs are classified into three traditional categories: Imploratory,
descriptive and causal, the choice of the most appropriate design depends largely upon the
objectives of the research.
DESCRIPTIVE RESEARCH:
Descriptive studies, as their name implies, are designed to describe something, for
example, the characteristics of users of a given product; the degree to which product use
varies with income, age or other characteristics: or the number who saw a specific television
commercial. A majority of marketing research studies are of this type.
SAMPLE DESIGN
All sample designs fall in to one of two categories; probability or non-probability
sampling. In this research, non-probability sampling methods adopted, in which the chances
of select members from the population into the sample are unknown.

SAMPLING PLAN:
Data : Primary data
Researcher design : Survey
Researcher instrument: Questionnaire
Method of contact : personal
SAMPLING METHOD:
Convenience sampling method of non – probability sampling is adopted in this
research. Convenience sample are samples drawn at the convenience of the interviewer.
Accordingly, the most convenient areas to a researcher in terms of time and effort turns out to
be “high traffic” areas such as a shopping malls or busy pedestrian intersections. The
selection of the place and consequently, prospective respondent is subject rather than
objective.
SAMPLE SIZE
In the present study, 100 dealers were selected for gathering of information.
SAMPLING PROCEDURE / SAMPLING METHOD:
The sampling method used for this study is non-profitability convenience sampling,
which is selected according to the easy and convenience of the researcher.
DATA COLLECTION METHOD
There are four types of questionnaires design in which, we have adopted the
structured undisguised questionnaire, and questions are presented in exactly the same words
in the order to all respondents.
In the typical structured undisguised questionnaires the questions as well as the
reasons are standardized. This is accomplished by employing fixed alternative, such a
questionnaire facilities easy administration, tabulated & analysis. Open & closed ended
questionnaire methods were used in the project, care must be taken to ensures that us for
possible, it should not contain any room of misinterpretations.
SOURCES OF DATA COLLECTION:
Two methods are used to collect the data that is,
 Primary data
 Secondary data
Primary data:
The primary data is collected with the help of a well-defined, structured questionnaire
by asking face to face questions.
Secondary data:
In secondary data we get information for the sources like company profiles, industry profiles
from the net, journals.
FRAME WORK OF ANALYSIS:
Percentage method is adapted to analysis the data hence the interpretation is based on
results obtain by percentage methods. Based on high percentage of values conclusions or
inferences were drawn.
PERIOD OF THE STUDY:
The study is done between 15.04.2010 to 31.05.2010 the preparation of the
questionnaire takes about 15days.
STATISTICAL TOOLS
  Percentage
 Chi square analysis
 Weighted average There are briefly explained, in following
PERCENTAGE
Percentage refers to special kind of ratio percentage are used in marketing comparison
between two more series of data. Percentage is used to describe relationship. Since the
percentage reduce everything to a common base & these by allow meaningful comparison to
be made.
CHI SQUARE TEST
2
The quality described the magnitude of discrepancy between theory observation (ie) with
2
the help of test use are in a position to know whether a given discrepancy between theory
of observation may be attitude to chance (or) whether it results in adequacy of the theory to
fix observed fact.

2
The quantity is defined as
2
= (O-E) 2/E

Where,
O – Observed frequency E – Expected frequency

WEIGHTED AVERAGE
If something is distribution is more important than order, then their point must be born in
mind, in order that average completed is representatives of the distribution. In such case
proper weight age is to be given to various items the weight attached to each item being
professional to the importance of the item to be me the distribution.

Formula
Total weight
Average weight = x 100
Total No. of respondents
LIMITATIONS OF THE STUDY
 Since the survey was done only in Salem Districts the result obtained may not be
taken as universal suggestion.
 Quality of the information highly dependent on the knowledge of the respondents.
 Concern person of shop keeping in charge will always change, so that their
assessment of the product and the relationship with the company officials could not be
adequate.
 The results may not be accurate because the survey is on bavanto cool drinks dealers
and hence there is a possibility of bias in their responses.
 The attitude, perception of the customers and the market situations in Salem Districts
differ from other markets so same approach may not be beneficial.