INTRODUCTION TO THE STUDY Retailing includes all activities involved in selling goods or services directly to final consumers for

personal, on business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing The study mainly concentrates on identifying the retailers satisfaction towards the SOUTH INDIA METAL COMPANY(SIMCO). South India Metal Company is a leading company in the south India, which concentrates mainly in the production of agricultural equipments, horticultural equipments, garden tools, estate tools etc. Since South India Metal Company mainly produces agricultural equipments, and Palakkad is the district which is famous for cultivation, researcher has selected Palakkad district as the area of study. For collecting the data , to evaluate the retailers satisfaction towards the South India Metal Company (SIMCO) , I have prepared a questionnaire and visited 100 retailers in the Palakkad district. And I hav done non probabilistic sampling for it

EXECUTIVE SUMMARY Retailer is a person who sells goods and services to the final consumer in small quantities. He is the last link in the distribution channel. Since he has got direct touch with final consumer he can get lot of information about the taste and preference of consumers. So the satisfaction of retailers is very vital in the success of every organization. If the retailers of an organization are satisfied, that will increase the sales volume of that organization. The research was conducted to study retailers satisfaction towards South India Metal Company(SIMCO). SIMCO is a leading company in south India, which concentrated mainly in the production of agricultural equipments. For the study, a questionnaire was prepared and 100 retailers of SIMCO were surveyed. Palakkad district is selected as area of the study. Statistical tool SSPS is used for analyzing the data. The period of study was 3 weeks. The sampling method used is non-probabilistic method by using the sample size of 100. Likert scaling technique is used in the questionnaire. From the study it is clear the retailers of South India Metal Company are satisfied.

STATEMENT OF THE PROBLEM The study was done to understand the satisfaction of retailer towards the South India Metal Company (SIMCO). In every business retailers satisfaction is very important as retailers have a direct contact with the customers. Retailers satisfaction may influence the sales volume of the product, hence it affect profitability of the company. So the study of retailers satisfaction is very important.

OBJECTIVES OF THE STUDY PRIMARY OBJECTIVE To study the satisfaction of the retailers towards the South India Metal Company(SIMCO)

SECONDARY OBJECTIVE To know the effective measures adopted by the company to satisfy the retailers.

To study the preference of retailers to SIMCO products

To study the preference of customers to SIMCO products

To know the competitive advantage of SIMCO

NEED FOR THE STUDY Retailers satisfaction towards the South India Metal Company is the topic that the researcher selected for the study. is a leading company in south India , which concentrate mainly in South India Metal Company the production of agricultural equipments, horticultural implements, garden tools etc. in India agricultural sector contributes a lot to the G.D.P of the country. Large amount of peoples are engaged in the agricultural sector irrespective of the age. So there will be a high demand for the agricultural implements. The retailers playing an important role in the sales volume of the product. Hence the researcher made an attempt to study and also to identify the satisfaction of the retailers towards the south India metal Company.

SCOPE OF THE STUDY The study was conducted over a period of 3 weeks, entitled A study on retailers satisfaction of South India Metal Company. The retailers in Palakkad district were selected as the population of the study. 100 retailers were selected from Palakkad district. Understanding the satisfaction among retailers is vital for every company to form its operating strategies. Then only the company can understand which marketing strategy have to be adopted to compete in the market. Only a careful study can provide information about the image of the SIMCO products in the mind of retailers. Certain aspects covered by the researcher are as follows 1. 2. 3. 4. Delivery of order Commission communication maintained by the company Advertisement of product Problem solving ability of the company

LIMITATION OF THE STUDY There will be some limitation associated with in any study or research conducted. So the proper understanding of the project is inevitable to specify the limitation of the study 1. Time period was limited to 3 weeks, which was not sufficient for the detailed study of the topic 2. 100 retailers of Palakkad district were only considered here, the opinion may change from district to district and state to state 3. Retailers showed hesitation in filling the questionnaire

THEORETICAL BACKGROUND RETAILER Retailer is an important link in the channels of distribution. He purchases and collects various kinds of goods from numerous sources and sells them to the consumer in small lots. He is in direct touch with the ultimate consumers. Retailers are mostly organized on proprietorship or partnership basis and their capital investment is small as compared to wholesaling and manufacturing enterprises. The term retailing does not cover sale by producer of industrial goods and industrial supply houses or by retailers, to industrial buyers for use in the conduct of their business. It is also important to point out that retailing may be done by any other institution other than by retail stores. A manufacturer or a wholesaler selling the product directly to the ultimate consumers (for non-business) is engaged in retailing. Retailing consists of the sale, and all activities directly related to the sale of goods or services to the ultimate consumer for personal and non personal use. Retailing or retail involves all such activities which are related to the direct sale of goods to the ultimate consumer. Retail trade is usually done by retailers. A retailer may be defined as the dealer in goods and services who purchases from manufactures and wholesalers and sells to the ultimate consumer

FUNCTIONS OF RETAILER 1. COLLECTION OF GOODS: retailers purchase and collect goods from a large number of wholesalers and manufacturers to meet the need of the ultimate consumers. 2. TIME UTILTY: Retailers keep a large number of products of different varieties in stock to sell them to the customers whenever they require. Thus they create time utility by saying the customers time in searching verity of products 3. TRANSPORTATION: retailers perform transportation function by carrying the goods from the wholesalers and handling them over to the ultimate consumers. Sometimes they also provide free home delivery of products to the customers 4. FINANCING: retailers sell the goods to customers and thus they increase their short term purchasing power. In this process they undertake the risk of bad debts. 5. CUSTOMER EDUCATION: Retailer educate the customers by informing them about the availability and diverse use of new product along with their demonstration. 6. SPOKE PERSON OF CUSTOMERS: Retailers act as spoke persons or agents of customers. They communicate the needs or demands of their customers to the wholesalers and manufacturers. Thus they help the customers in getting the want satisfying products and help the manufacturers in finding the want satisfying products and help the manufactures in producing the products which are desired by the customers. IMPORTANCE OF RETAILER 1. Retailers acts as last link of distribution channel. They connects wholesalers and customers 2. Retailers ascertain the needs and wants of consumers, since he has got direct touch with consumers 3. Retailers advice wholesalers and manufactures to introduce changes and improvement in the products 4. Retailer supplies the goods in small quantities. 5. Retailers often grant credit policy to the consumers. 6. Some of the retailers provide home delivery 7. Retailers aim at giving maximum local convenience to the customers having temporary shortage of funds 8. Retailers provides after sales services

DEFENITION OF TERMS QUALITY Quality is a perceptual, conditional and somewhat subjective attribute and may be understood differently by different people. Consumers may focus on the specification quality of a product/service, or how it compares to competitors in the market place. Producers might measure the conformance quality, or degree to which the product/service was produced correctly. COMMISSION The payment of commission as remuneration for services rendered or products sold is a common way to reward sales people. Payments often will be calculated on the basis of a percentage of the goods sold. This is a way for firms to solve the principal-agent problem, by attempting to realign employees interests with those of the firm. CREDIT POLICY These are clear written guidelines that set 1.The terms and conditions for supplying goods on credit, 2.Customer qualification criteria, 3. Procedure for making collections, and 4. Steps to be taken in case of customer delinquency. Also called collection ADVERTISING Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase the use of product or services. It is the activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. RESPNSIVENESS It means willingness to help customers and provide prompt services when they needed. TRADE PROMOTION Marketing campaign aimed at building demand at the middle man (distribution channel) level. In a trade promotion, wholesalers and/ or retailers are offered special price discounts (often in addition to a trade allowance) COMMUNICATION It refers to keeping the retailers informed. It also means listening to retailers suggestions and opinions. It is a two way process of reaching mutual understanding, in which participants not only exchange (encode - decode) information but also create and share meaning.

INDUSTRY PROFILE

1.2 INDUSTRY PROFILE

AGRICULTURAL IMPLEMENTS
In India, people generally use rude and imperfect implements in agricultural operations. Most of these implements are simple in nature and are worked by hand and animal power. They are in used in various parts of India and are of different construction. The plough is the most important equipment in agriculture, which is used for ploughing and turning up the soil before sowing. A number of hand tools are being used for farm operations. These hand tools need sufficient degree of human power. Different climate and soil conditions in different region necessitate the use of different agricultural equipments. The nature of soil has great influence in determining the implements to be used. In other words, the figure and power of the implements should be suitable for that particular climate and soil.

Implements differ from place to place among the hand tools; the most popular are spade, pick, axe, felling knife, sickle, etc of all these, the spade is the most popular hand tool. All these implements are used for different operations. Spade is used for digging operation, pick axe is also used for digging, but in hard soil. Hammer is the tool for breaking the rocks, stones, etc. for splitting the woods and clearing the land axe, felling knife, etc. are used. Sickles are intended for harvesting. Though India is backward in the use of machines for agricultural operations, yet in the past few years, there has been an increase in the use of modern implements. Some of these implements have been adopted from the design obtained from advanced countries. As a result of research some implements were undergone changes. The simple axe and spade have changes in their design. Thus, there occurred so many changes in the shape, hardness, length, etc of these equipments. It can be seen that due to the specific nature of our economy, there are so many arguments for human labor and simple implements against mechanization.

AGRICULTURAL IMPLEMENTS IN SMALL SECTOR OF KERALA

The manufacturing of agricultural implements and estate tools plays a dominant role in the small scale industries sector of kerala. South India Metal Company (SIMCO) included in agro-based category of small scale units is associated with main occupation of the inhabitants of the state, that is, agriculture. The government has reserved agricultural implements and hand tools manufacturing exclusively to the small-scale sector. There are nearly 100 small-scale agricultural implements or tools manufacturing units in kerala. The main concentration may be attributed mainly due to the availability of skilled labors that is black smith and the sufficient raw material. Palakkad being an agricultural dominated area with a large number of scattered agricultural laborers offers tremendous potential for this industry. Of the total units in the state, 70% are located in shoranur itself. The remaining units spread over various parts of the state especially in rural areas. The total

investments of these 100 units in plant and machinery are more than 6 crores. The industry provides employment to nearly 3000 people in the sector. The annual turnover of these units is more than 20 crores of the main item manufacture include spade, pick axe, hammer, axe, sickle. It shall be noted that various aspects like process of manufacturing, raw materials, machinery and equipments, investments, labour, etc. are required for small scale units to manufacture the different types of agricultural tools. The industry has been included in the small scale sector because, it requires less investments when compared to other large scale industries and also less technological implements is through agents appointed in a various parts of the country on commission basis. The products are sold both inside and outside kerala. It may be stated that these implements and machinery have been developed mainly for usage in farms, where large holdings are held. Still the demand for hand tools and simple implements continue due to small holdings by the marginal farmer.

COMPANY PROFILE
South India Metal Company located in Shoranur is a partnership firm established in the year 1947 . The founder of the firm is P.M.C Divakaran Namboothiripad . The partners of the firm are Purayannur Divakaran and Purayannur valsala . The managing partner of firm is Purayannur Valsala and working partner is Sri.Purayannur Divakaran . The firm is running with 20 office staff and 52 labours .

HISTORY OF THE FIRM

South India Metal Company (SIMCO) is well known manufacturing agricultural implements and estate tools . SIMCO was established in the year 1935 as a private company . Later a partnership firm known as Purayannur Industries purchased company from Sri . Abdul Samad in the year 1945 , and registered it under the partnership act in the same year of purchase . In 1950 , the company improved its working with the help of technical advice of Sri . C . K Menon (well known metallurgist) and Sri. K. K Raja . Purayannur Industries is the proprietor of SIMCO . SIMCO is the trade name of South India Metal Company and trademark is LION .

LOCATION OF THE FIRM

SIMCO is situated at Kulappully , 3 kilometers away from Shoranur town . There is about 8 acres of land for the company where the office , factory buildings , canteen , workers rest room , watchmans room etc are well constructed . As it is situated in the heart of Shoranur town all facilities such as road , electricity , banking , communication , railway station are readily available besides this facilities the place is famous for small scale industry , especially metal industries . There are about four metal industries working in this place .

QUALITY CONTROL
The company is one of the pioneers in manufacturing various kinds of agricultural implements , garden tools and estate tools worked by hand . The company was able to sucessfully develop many of the implements like digging fork which were imported from sheffield , England before independence . Its SIMCO brand implements and tools are well known for quality among agriculturists , estates and hardware dealers throughout south India. The company has received various awards including a first place in the world agricultural fair at New Delhi in 1961 for secateurs and a second price in the National quality award for agricultural implements in 1986 .

PRODUCT PROFILE
SIMCO is producing varieties of products under its brand name LION . They are available at different types , models and weights . Some of the products of the company are given below : 1. AXE Ceylon pattern 2. AXE Tamil Nadu pattern 3. AXE Malabar pattern 4. Alavangoe 5. Felling Knife Wooden Small 6. Digging fork for prongs 7. Mammatty fork 8. Kodali fork 9. Mammatty button head 10.Mammatty Mysore 11.Mammatty west coast pattern 12.Mammatty Ponnani pattern 13.Mammatty swan neck 14.Mammatty tanged 15.Mammatty nadan

16.Mammatty Irinjalakuda 17.Quintancy button head 18.Kottayam thoomba 19.Mammatty half size 20.Potato hoe 21.Grubbing mattock 22.Pick axe 23.Splitting axe 24.Pruning knife 25.Coffee pruner 26.Hand trowel 27.Hand fork 28.Garden shears 29.Grass cutting knife 30.Secateurs 31.Trenching hoe 32.Weeding hoe 33.Sledge hammer 34.Tin cutter

BOARD OF DIRECTORS
Registered office : Purayannur Industries CST Reg.no. S.S.I Reg.no. Auditor : 09020123544 Dated 01/04/2005 : 09/07/00380/PMT/Dated 23/04/1973 : V K S Narayan and company Chartered accountant , Trissur Managing partner : P. Divakaran P. Valsala General manager Office manager Production manager Supervisiors : M. Subrahmanian : K.M Parameswaran : K Jithesh

: S. Balakrishnan M. Sunil C. Unnikrishnan P. Mohan K. Sivanandan

Bank Trade name

: Punjab National Bank , Kulappully : SIMCO

Brand name Partners

: LION : P Divakaran P Valsala

ORGANISATION STRUCTURE
PURAYANNUR INDUSTRIES

PARTNERS

MANAGING PARTNERS GENERAL MANAGER

WORKS MANAGER

OFFICE MANAGER

TECHNICAL MANAGER

ACCOUNTS & FINANCE DEPT

FINISHED GOODS STORE

SALES &MARKETING DEPT

PRODUCTION & MAINTANENCE DEPT

RAW MATERIAL, PURCHASE &STORES DEPT

FOREMAN

CHARGE MAN

POWER FORGING SECTION

POWER FORGING SECTION

POWER FORGING SECTION

RAIL CUTTING SECTION

WORKERS

WORKERS

WORKERS

WORKERS

REVIEW OF LITERATURE An examination of the main factors affecting trust/commitment in supplier-retail dealer relationships : an empirical study of the Swedish wood industry. Publisher: MCB UP LTD. Abstract: This research examines the importance of a set of underlying variables, such as willingness of the supplier to the retail dealer, built up relationship bonds, costs of terminating the relationship, level of shared values, formal and informal communication between the participating parties, opportunistic behavior by the supplier and perceived level of satisfaction in the relationship, for achieving high trust and commitment with in a supplier-dealer relationship. Data for analysis are generated from the 114 purchasing managers at Swedish lumber dealers, an industry where collaborative relationships are not very developed but considered necessary for future success. Methodology is described and results are discussed. The study concludes that companies trying to achieve high trust and commitment relationship should create high satisfaction relationships, by decreasing their opportunistic behavior, adjusting to the needs of the other part, and developing shared values.

An empirical study on retailer dealer satisfaction Author: Muchi, Paul M (journal of buying behavior. Vol10(3), jun 1977, 316-340). Abstract: Satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a products received performance (or outcome) in relation to his or her expectation or operated under an authorization to sell or distribute a companys product in a particular area a dealer satisfaction is a function of products and services perceived performance and the dealers expectation. Emphasis is placed on he indices of any high standards of dealer services that can be demonstrated by McDonald marketing philosophy , which I encapsulated in its motto (QSC&V) quality, services, cleanliness and volume. The studies of influence strategies in channel relationship have focused on western, individualistic countries. This study seeks to extend the empirical findings in Taiwan motor industry to elucidate differences among diverse context. The results reveal that the promise strategy must be separated from no coercive strategies under the context of Taiwan motor industry moreover, discrimination between economic and social satisfaction on performance to be understood. The dealer satisfaction is positively related to his performance and social satisfaction is more important than economic satisfaction, the view concludes with suggestions for research that are both theoretical and practical concerns.

Satisfaction in the wholesaler-retailer relationship: the experience of red meat retailers in Western Australia. M. Wilson. R; Journal Article, 18 March 1998 With 430 independent retail butchers in the Western Australian red meat marketplace, representing 33% of overall sales (vs. 60% to small stand- alone operations nationally) , the relationship between retailers and wholesalers is important. To examine key dimensions in retailer satisfaction with the wholesaler-retailer relationship, SERVQUAL items were applied to the exchange; this instrument is generally used in the service industry to evaluate performance of service providers to the final consumer, PDS (physical delivery service) problems within the channels were also examined, together with the impact of behavioral factors (conflict, power/dependency) on levels of retailer satisfaction with major red meat suppliers. 5 main factors were identified as contributing to the current high levels of satisfaction of retailers with wholesalers. To maintain such satisfaction, it is suggested that wholesalers act long-term to enhance reliability of their PDS and encourage employees to deliver good service.

Power and satisfaction in the retailer-producer relationship Publication: Management & Marketing- Bucharest (1/2008) Author name: Pelau, Corina; The conversion of production-provider markets in customer-demand markets brings a change of power and influence in the distribution channel from producers to retailers as the direct contact to the final consumer. In this article there will be analyzed the influence of power and satisfaction on the success and the behavior of the members of the distribution channel. The first analyzed problem is whether a shift of power from producers to retailer has taken place. The second important thing is the satisfaction of the retailers with their producers, factors which influence this satisfaction and the impact of the retailers satisfaction on the success of producers. As a conclusion it will be analyzed, if there is connection between power and satisfaction and if there is any effects on the members of the distribution channel and their success.

Market orientation, trust and satisfaction in dyadic relationships: a manufacturer-retailer analysis. Author: Enrique Bigne Publisher: MCB UP Ltd This paper studies the relationships between the manufacturers market orientation behaviors and the distributers trust in the relationship and satisfaction with it. It also analyses the effect of the distributers trust on his/her satisfaction. Following a review of the literature, three alternative models of relationships between trust and satisfaction are compared. For this purpose the article presents the results of a study of the Spanish ceramic industry. These establish that the effect of the manufacturers market

orientation on the distributers trust and on its satisfaction with the relationship is different depending on which dimension is considered. The model that best fits the data shows that trust improves the distributors satisfaction with the relationship.

Dealer satisfaction data in the agricultural technology market in Germany. Author: Joseph. J. Martocchio, Institute of labor and industrial relations, University of Illinois at UrbanaChampaign, Champaign USA-21 march 2003 Abstract This analyses dealer satisfaction data in the agricultural technology market in Germany. The dealer could rate their suppliers in the over all satisfaction and in 38 questions which can be summarized in 8 dimension and ordinal regression model which is also known as the proportional odds model is used to analyse the ordinal scaled rating of the dealers. The ordinal regression model is a well examined method in economic theory, but many authors prefer using a linear regression model due to the better interpretation, even the assumptions of a linear regression do not fit the data. Since the estimated coefficients of an ordinal regression model can not be properly interpreted we show other methods for a better insight of the relationship of the dealer satisfaction and the influencing variables. These methods are easy to use and it is recommended to list some of them in empirical papers.

RESEARCH METHODOLOGY Research Research means methodology is a way to solve the research problem systematically. It may understand as a science of studying how the research is done systematically and scientifically. Research methods mean all those methods and techniques that are used for conducting research. So they are the methods used by the researchers for performing the research. Research method helps in arriving at solutions by relating available data with unknown aspects of the problem. In any research, different methods depend on aims, objectives, means and subject matter of the research. Methods of research are the ways in which data are collected, classified, hypothesis is framed and tested and laws formulated. Research Design A research design is an arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research Type Research design adopted here is descriptive research Descriptive Research: it is those studies which are concerned with describing the characteristics of a particular individual, or group. In descriptive design, researcher must be able to define clearly what he wants to measure and must find adequate methods for measuring it along with clear cut definition of population wants to study. Sampling Details Population Retailers of South India Metal Company. Sample Frame Retailers of south india metal company in Palakkad district. Sample Size Sample size is the number of items to be selected from the population to constitute the sample for the research. For the study the sample size selected is 70 Sampling Technique Sampling technique used by the researcher is non probability sampling. Non Probability Sampling: Non probability sampling is that sampling procedure which does not afford any basis for estimating the probability for each item to included in the sample. It depends on none

determine population or infinite population. The sample selected is non representative of the population. It is the researcher who decides; what element to be included in the sample. Tools for Analysis Tools used for analysis in this study are Percentage Graphical analyzing (bar diagram)

Duration of the Study The study extended for a period of three weeks (21 days). Methods of Data Collection Method of data collection used is sample survey. Sample Survey: It may be defined as the process of obtaining information about an entire population by examining only a part of it. Types of Data The task of data collection begins after a research problem has been defined and research design is chalked out. While deciding about the method of data collection to be used for the study, the research should keep in minds two types of data, they are: Primary data Secondary data

Primary Data Primary data are those which are collected fresh and for the first time and this happen to be original in character. Primary data can be obtained either through observation or through direct communication with respondents. In this research the primary sources of data collection were the retailers of SIMCO products in Palakkad district using the questionnaire. Secondary Data Secondary data means the data that have already been collected by someone and which have already been passed through statistical process. Secondary data is needed for proper interpretation of primary data. In this project work the researchers has taken various literatures such as books, magazines, and other websites. Questionnaire Structure Questionnaire mainly depends on the variables which influence marketing departments such as product (programs), promotion, price, viewers, advertising, competitors etc. questionnaire consist if 17

topics related questions. Closed ended questions are include in the questionnaire and also Likerts 5 point scale. Closed Ended Question:-it is an extreme form as the multiple choice question which allowed the respondents to choose one from two responses like Yes or No. Likerts Scale The likerts scale consist of a number of statements which express either a favorable or unfavorable attitude towards the given objective to which the respondent is asked to react. The respondents indicate his agreement or disagreement with each statement in the instrument. Each response is given a numerical score indicating its favorableness or unfavorableness. 1 = highly dissatisfied / very poor 2 = dissatisfied / poor 3 = neutral / average 4 = satisfied 5 = highly satisfied / very good Variables Used A concept which can take different quantity values is called a variable. It can be quantitative or qualitative. There are two types of variables, Dependent Variable and Independent Variable Dependent Variable

A dependent variable is a variable that depends or is a consequence of another variable. In this research the dependent variable is Retailer satisfaction. Independent Variable

An independent variable is a variable that is antecedent to the dependent variable. In this research work independent variables are Timely delivery of order Margin of profit Credit facility Commission Responsiveness to enquiry Retailer relationship Advertising Trade promotion Quality of product Communication

TABLE 1 TABLE SHOWING RELATION PERIOD OF RETAILERS WITH COMPANY

Relationship period

Frequency 17 11 18 26 28 100

Percent 17.0 11.0 18.0 26.0 28.0 100

0-2 years 2-4 years 4-6 years 6-8 years Above 8 years Total

CHART 1 CHART SHOWING RELATION PERIOD OF RETAILERS WITH COMPANY

30% 25% 20%

Percent

15% 26% 10% 5% 0% below 2 years 2-4 years 4-6 years Relation Period 6-8 years 17% 11% 18%

28%

above 8 years

INTERPRETATION Out of 100 retailers surveyed 28% of retailers have been trading SIMCOs product for more than 8 years. 26% for 6-8 years, 18% for 4-6 years, 11% for 2-4 years and only 17% of retailers have been trading SIMCO products for less than 2 years of time.

TABLE 2 TABLE SHOWING QUALITY OF SOUTH INDIA METAL COMPANYS PRODUCT

Quality of Product Very poor poor Average Good Excellent Total 3 9 24 27 37 100 Frequency 3.0 9.0 24.0 27.0 37.0 100% Percent

CHART 2 CHART SHOWING QUALITY OF SOUTH INDIA METAL COMPANYS PRODUCT

40 35 30

Percent

25 20 15 10 5 0 3% very poor poor average good excellent 9% 24% 27% 37%

Quality

INTERPRETATION 37% retailers said that quality of SIMCO products is excellent. 27% retailers confirmed that SIMCO products are good in quality. 24% of retailers have an average opinion about SIMCO products. SIMCO products are poor in quality said by 9% of retailers. But only 3% of retailers believe that SIMCO products are very poor in quality.

TABLE 3 TABLE SHOWING RETAILERS DEALING WITH OTHER COMPANIES PRODUCT Other Company No Yes Total Frequency 40 30 70 Percent 57 43 100

CHART 3 CHART SHOWING RETAILERS DEALING WITH OTHER COMPANIES PRODUCT

5 4.5 4 3.5 Percent 3 2.5 2 1.5 1 0.5 0 no Other Company Trading yes 4.3 2.5

INTERPRETATION Out of 70 retailers 57% of retailers are trading only SIMCOs product and only 43% of retailers trading other companies product along with SIMCOs product.