A Study on Retailer’s Perception on Soya Products with Special Reference to Thiruvallur District

IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 12 .Ver. III (Dec. 2015), PP 22-25
www.iosrjournals.org
DOI: 10.9790/487X-171232225 www.iosrjournals.org 22 | Page
A Study on Retailer’s Perception on Soya Products with Special
Reference to Thiruvallur District
Gomathy M
Research Scholar
Abstract: The distribution sector bridges the gap between the producer and consumer, and thus forms a crucial
link. The social changes with the rapid economic growth due to availability of trained personnel, fast
modernization, and enhanced availability of retail space are the positive effects of liberalization. Nowadays
Indian consumers are well versed with the concept of quality, healthy and safety products and services. These
demands are visible impacts on the retail sector. This study is based on retailer’s perception regarding the
consumer buying behavior, consumer preference and purchase decision regarding soya products like soya
chunks, soya nuts, soya granules, soya flakes, and soya flour.
Keywords: Consumer Preference, Purchase Decision, Customer Attitude, Retailer’s Perception, Suppliers and
Vendors.
I. Introduction
Soya bean is one of the very few plants that endowed with high quality protein. Soya products contain
essential nutrition, as well as vitamins, fibers, minerals. And is excellent resource for B complex vitamins and
vitamins E. soya is a tremendous source of dietary fiber with soluble and insoluble fiber. Soluble fiber helps
lesser serum cholesterol and control blood sugar. Insoluble fiber increases stool bulk & it prevent colon cancer,
also assist digestive disorders.
Indian consumer psyche is changed, people aware of the value of money, also they expects and
demands quality products. The recent trends in retail sector would help the economic growth in India. In
management distribution system is covered by channel of distribution and physical distribution. The American
marketing association defines a shopping centre “a geographical cluster of retail stores, collectively handling an
assortment of goods varied enough to satisfy most of the merchandise wants of consumers within convenient
travelling time, and thereby, attracting a general shopping trades”.
II. Review Of Literature
Ghorbani m, mahmoudi h, (2007)1
the study focus on consumer demands and preferences of soya
products. It provides valuable insights to the marketers about the need of soya products and will help the
producers in formulating their promotional strategies.
Coughlan et al., (2006)2
the marketing channel mix used by a manufacturer should be changed
accordingly to fit the requirements of the market. Manufacturers should determine for each of their offerings
whether exclusive, selective or wide distribution is most suitable for their products.
Hartman survey group (2002)2
reported that soya is the most important organic product and they are
top selling organic food in USA. So the investigation on soya production and their market is very important.
III. Objectives
1. To identify the consumer buying behavior towards soya products in retail outlets.
2. To study the retailers perception regarding soya product sales.
3. To study the retail service quality.
4. To inquire the problems and difficulties experienced by the retailers with vendors.
IV. Limitations
1. The study is done on limited time.
2. Sample size chosen was not sufficient to conclude.
3. Few of the people approached were not aware of the concept.
4. Lack of interest was shown by the respondents.
5. Area constraint was there.
6. Few of respondents were not able to answer the questions properly.

A Study on Retailer’s Perception on Soya Products with Special Reference to Thiruvallur District
V. Scope Of The Study
This study helps to identify Retailer’s perception on awareness and sales volume of soya products.
Also determines its demand, pre-post purchase experience of consumers. It focused on consumer’s attitude
towards soya products. In future it helps to find how to make aware of soya products among retailers and
consumers, increase sales volume of soya products, better promotional techniques, handling smooth SCM
techniques, built the gaps between vendors and retailers.
VI. Research Methodology
The present study was based on rural retailer’s perception towards soya products. A descriptive
research was carried out. A field survey was conducted for a period of 30 days in minjur village of thiruvallur
district, convenient sampling method was used. Selected sample size is 30. Through structured questionnaire
retailers were questioned to gain new insights on rural buying behavior, product awareness, consumer
preference and physical distribution. The data collected was analyzed mainly on descriptive statistics, using
percentage analysis and correlation. The SPSS (Version 20.0) software was used to execute the analysis process.
Methods such as bar charts and tabular formats were used to derive and summarize the data.
VII. Data Analysis
1. Most Prefered Brands Of Soya:
BRANDS FREQUENCY PERCENT
Sakthi Soya
5 16.7
Neuterlla
12 40.0
Meal Maker
4 13.3
Anil Soya
9 30.0
Total 30 100.0
Interpretation:
The table shows, the brands available in retail stores. Also it is clear that the preference percent of each
brands by consumers.
2. Media Initiates Consumer’s To Buy Soya Products:
Interpretation:
The table shows, the media which initiates the consumer to buy soya brands. Also it is clear that that
television and radio induce the people to buy.
3. Promotional Aids & Techniques Reflection:
Interpretation:
The above table shows, the promotional aids & techniques of soya product reflects on the demand &
supply, increase of sales volume and addition of new consumers.
MEDIA FREQUENCY PERCENT
Television
10 33.3
Newspaper
4 13.3
Banner
8 26.7
Radio
8 26.7
Total 30 100.0
PROMOTIONAL AIDS
AND TECHNIQUES
FREQUENCY PERCENT
Sales Volume 8 26.7
New Consumers 14 46.7
Demand & Supply Increased 8 26.7
Total 30 100.0

4. Correlation Between Mutual Benefits Of Retailers, Vendors And Satisfaction Based On Potential
Vendor Selection:
Partial correlation shows that dependent variable is correlated with control variable as the level of
0.286. So the selection of potential vendor is the base to attain mutual benefits with vendor and satisfaction with
their supply.
VIII. Findings
 In Retailers view, most of consumers consume Neuterlla and Sakthi soya.
 13% of the consumers select soya products for nutritional value and 9% would concern about
controlled fertilizer.
 13% of them uses Family packs and Re-use packs of soya.
 Consumer’s attitude towards soya is positive.
 Customers felt the pricing is moderate and they demand for 500gm & 1kg.
 10% consumers are intended to buy because of television.
 Vendor selection is based on good communication and perfect service.
 13% of retailers felt that working with potential vendors provides better service, support and higher
financial returns.
 Promotional aids and techniques of soya products help to increases sales volume and new consumers.
IX. Recommendations
From the study,
a. The manufacturer should be transparent enough to provide details about soya products nutritional value
and special campaigns should be launch to make consumers aware about features of soya products.
b. The manufacturer and distributors should make an attempt to measure the advertisement effectiveness
in rural areas about soya products. There is no doubt that, advertisement is meant for creating
awareness but subsequently it should also be ensured that AIDA model is adopted effectively by the
rural consumers.
c. One of the barriers observed from the study is that, lake of knowledge and necessary information
regarding the soya products. Advertisements, processing, awareness of certifications and food labels,
all play a pivotal role in knowledge enrichment. Thus, knowledge and awareness are critical in the
consumers’ behavior. Also price, regarding soya products should be minimized to capture the market
share.
d. Distribution channel system should be analyzed periodically to ensure the availability of soya products
on retail shops and to identify the demand for supply.
e. As per the retailers perception, the distributors provides discounts, offers, price off etc. they should
enhance more productive methods to motivate retailers.
f. There is no complaints regarding the soya products from consumers, it is a positive result, also they
helps to smoothen relationship between vendors and retailers.
X. Conclusion
Nowadays people are highly conscious about what they are buying and consuming. Retail sector is the
only channel which has good communication and direct link with consumers. So the retail sector has known
about consumers pulses towards products. This study reveals that consumers are aware of soya products and
they consume it. They want quality and availability. So the manufacturers should maintain their quality and
presence of products. The company may give more offer and discount to improve the sales. As, 200 grams pack
moves slowly the manufacturer has to give some discounts or free gift with that pack to increase the movement
of 200gms pack. The company has to give effective and attractive advertisements on newspaper because only
CONTROL
VARIABLES
MUTUALBENEFIT
S
SATISFACTIO
N
Potential vendors
Mutual Benefits
Correlation 1.000 .286
Significance (2-Tailed) . .133
Degree of freedom 0 27
Satisfaction
Correlation .286 1.000
Significance (2-Tailed) .133 .
Degree of freedom 27 0

4% are influenced by newspaper advertisements. Also there is no complaint from consumer’s side about quality,
price, & packing. Finally consumer’s attitude towards soya products is positive.
Retailers are very curious while selecting potential vendors, the concentrate on good communication,
perfect service, and flexibility of supplier. Because potential vendors only can maintain good rapport of supply
chain, service and support. They also felt promotional techniques helps to increase demand, sales, addition of
new consumers. Finally retailers quoted that soya products market has the bright future than in present.
References
[1]. Consumer behavior by Hawkins.
[2]. Coughlan, A.T, Anderson, E, Stern, L.W. & El-Ansary, A.I. (2006), Marketing Channels, 7th edition, Upper Saddle River, NJ:
Pearson Education Inc.
[3]. Government of India (2011). Annual report (2010-11). Ministry of consumer affairs, department of food & public distribution.
[4]. Retailing by Patrick M. Dunne, Robert F. Lusch.
[5]. The Indian retail sector – book written by Mr. Lakshmi Narayanaswamy & Mudit Sharma.
Websites:
[6]. www.nutritionfacts.org
[7]. www.retailindia.com

A Study on Retailer’s Perception on Soya Products with Special Reference to Thiruvallur District

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