Retailer.docx

RETAILER PREFERENCE TOWARDS SUNFEAST BISCU ITS1

INTRODUCTI ON

Indian marketing is largely described as sellers market. Demand is invariably greater thansupply. Purchasing power of mass is limited. More than 30% of our population has

income below thepoverty line. Bulk of our population resides in villages and markets have got to capitalize rural marketingopportunit

y. The consumers are ignorant, illiterate, unorganized and hence they have weak bargainingpower. Most of our business

enterprises are still having selling concepts, which is product, orientedmarketing approach. Bigger business houses having national market are adopting

integrated corporateplanning sound market planning as well as strategic marketing planning have very limited scope of present. A change is taking place is the

marketing environment at a reasonable speed and money.Consumer oriented marketing company are beginning to realize the pressure of competition and

buyermarket.Marke ting are called upon to anticipate changes in the marketing environment involvingopportunitie s, risks and uncertainties. They

are required to forecast the direction and intensity of thesefuture changes in the environment and secure favorable relationship with the changing

environment. Todo this intelligent planning marketers need information. Accurate sales forecasting involves collectionand reliable sales forecast, marketing

plans and programmes through organised information system, wewould have profitable marketing activities minimum risks and uncertainties.The

essence of modern marketing concepts is that all elements of business should be gearedtowards the satisfaction of consumers. This requires a through understanding of

consumer behavioursand buying motives without such insights marketers will fail to segment market effectively and designstrategy for an effective

penetration into the defined market segments