International Journal - Manonmaniam Sundaranar University, Abishekapatti

 

A STUDY ON SWOT ANALYSIS OF RETAIL SHOPKEEPERS FOR PROMOTE THEIR PRODUCTS TO THE CONSUMERS IN KADAYANALLUR TALUK, TIRUNELVELI

ABSTRACT

            Retail publicizing can be separated into neighbourhood and national promoting. Neighbourhood shippers who claim a solitary area in a solitary market or exchange territory take part in nearby retail promoting, utilizing neighbourhood media to achieve clients living and working close to their foundations. Retail organizations that have extended their store activities to various markets the nation over take part in national retail publicizing. These multistore retailers utilize expansive achieving national or worldwide media to effectively speak with their customers. Another trademark that makes retail promoting remarkable is quickness. Not at all like national brand promoting, which normally is intended to expand mindfulness and general enthusiasm for a brand or item after some time, retail publicizing is intended to drive store traffic and increment deals right away. The publicizing the board structure for retailers is as differed as the stores and the items they convey. Little storekeepers ordinarily handle the publicizing capacity themselves. Nearby media and the makers of items to be promoted much of the time help a storekeeper in making and setting publicizing. Neighbourhood paper and radio stations may make formats or compose spots dependent on data given by the storekeeper. Pre-made advertisements might be given and incompletely paid to by the producer, requiring just the expansion of the store name and address. Little and middle of the road retail associations frequently don't utilize the administrations of outside promoting organizations however rather use in-house publicizing offices. In-house offices make promoting as well as spot media straightforwardly for the benefit of a retailer. In-house organizations at times handle expansive spending plans and work independently so as to acquire office limits from the media on national buys. The in-house unit handles by and large promotion planning and arranging, while the outside publicizing shop handles the general advertisement crusade and brand picture; produces national publicizing, especially TV spots; places national media purchases; aids inquire about and key arranging; and gives particular imaginative administrations.

KEYWORDS

            Retail, Publicize, Promote, Advertisement, Problems.

INTRODUCTION

            Retail sector presumably is the most essential area of economy since it needs to do specifically with customer. It incorporates all stores, from stands and little goods to general store chains and shopping centers that pitch items and administrations to definite customer for individual and family use.

 The point of this paper is to make an examination of retail segment and its business type. To assemble the information, second assets has been utilized. A profoundly filtering of writing has been performed. As indicated by the examination, the retailing area for the most part is composed in two fundamental gatherings: the retailing inside the store and retailing out of the store.

Retailing inside the store is ordered by various attributes, yet the most critical kinds of characterization are those dependent on the type of the possession, stock and cost. As per the proprietorship-based order, the most vital sorts are free stores, chain stores, diversifying and rented retail establishments.

 As per the stock-based characterization the most vital sorts of retailing are retail chains, general stores, strength stores, advantageous stores, superstores and retailer administrations. As per the cost-based characterization, the most imperative kinds of retailing are markdown stores, industrial facility outlets, classification executioners, off-value stores, distribution centre clubs and hypermarkets. As per the spot-based order the most critical kind of retailing are strip malls.

The most vital kinds of retailing out of the store are immediate moving, direct advertising and programmed candy machines moving. The starting point of „retail‟ word originates from the French „retailer‟, that implies „to cut a piece off‟ or „to break bulk‟. As such, it demonstrates a direct exchange with the client.

Retailing along these lines, is viewed as a definitive door in the conveying of items, for utilization by the last customers. Any firm that business sectors products to a definitive purchaser is doing the capacity of retailing.

Spot utility:

Generally, items ought to be accessible in a spot that the shopper picks. Something else, customers may not pick the stock or the required stock can either supplant or surrender the stock totally.

Time utility:

 Because buyers are searching for items at specific occasions, the retailer's main responsibility is to know this time and make the items accessible at the required time.

Proprietorship utility:

The retailer pitching to clients with credit gives the utility of possession. It exchanges the responsibility for merchandise and the instalment of the value identifies with the development. From this point of view there is a credit or money related expense of administrations to retailers. Sales reps additionally make a commitment to making this advantage.

Shape utility:

Many retailers have any kind of effect in the items sold. Changes made to move items influence deals. Consequently, there are workshops in numerous expansive stores for exercises, for example, toys and tables gathering, photograph edges, and that's just the beginning.

SWOT ANALYSIS

SWOT investigation is a system used to assess an organization's focused position by recognizing its qualities, shortcomings, openings and dangers.

Qualities:

It portrays what an association exceeds expectations at and isolates it from the rivalry a solid brand, faithful client base, a solid accounting report, one of a kind innovation.

Shortcomings:

It prevents an association from performing at its ideal dimension. They are zones where the business needs to improve to remain focused Higher-than-industry-normal turnover, large amounts of obligation, an insufficient store network or absence of capital.

Openings:

Allude to good outside variables that an association can use to give it an upper hand.

Dangers:

It alludes to factors that can possibly hurt an association. For instance, a dry season is a risk to a wheat-creating organization, as it might devastate or diminish the harvest yield.

STATEMENT OF THE PROBLEM

            An exploration issue is an announcement around a zone of concern, a condition to be improved, a trouble to be dispensed with, or an upsetting inquiry that exists in insightful writing, in principle, or by and by that focuses to the requirement for significant understanding and purposeful examination.

REVIEW OF LITERATURE

            In a similar meaning, Kotler and Armstrong define retailing as all the activities for selling goods or services directly to ultimate buyers for their personal, non-business use. Whereas according to Aydin, retailing represents the entirety of activities that add value to products and services sold to consumers for personal use and households.  So, retailing consists of all of the activities of goods sold to ultimate buyers.

OBJECTIVES OF THE STUDY

Ø  To analyse the Strengths, Weakness, Opportunities and Threats happens to the Entrepreneurs in my sample area.

Ø  To find out the marketing strategy among retail shopkeepers to sell products to the consumers.

Ø  To announce the awareness about retail business to people who wants to become an entrepreneur or to beginner businessmen.

Ø  To offer suggestions to the consumers for increasing sales volume and profits.

 

RESEARCH METHODOLOGY

            Here I used the Random Sampling type for collecting the information from the respondents in my particular area of interest. 

Both Primary and Secondary data sources are used in my research. Primary data are collected by conducting field investigation.

It is mainly collected to know how the retail shopkeepers for promote their products.

In my research, I collected data from 45 respondents in Kadayanallur Taluk, Tirunelveli.

The researcher has collected the secondary data from books, articles and websites.

DATA ANALYSIS AND RESULTS

TABLE 1:

PERSONAL DETAILS OF THE RESPONDENTS

Demographic Variable	Categories	Counts	Percentage
Gender	Male Female	38 07	34.2 6.3
Age	18-25 26-35 36-45 Above 45	15 13 12 05	13.5 11.7 10.8 4.5
Designation	Student Businessman Unemployed	12 23 10	10.8 20.7 9
Marital Status	Married Unmarried	36 09	32.4 8.1

Source: From the above table, there are 38 Male respondents and 07 Female respondents in my complete example. The greater part of the respondents age is 18-25 years of age, 20.7% of the respondents are Businessmen and they are Married.

TABLE 2:

SATISFACTION OF RETAIL SHOPKEEPERS FOR PROMOTE THEIR PRODUCTS TO THE CONSUMERS IN KADAYANALLUR TALUK

(SA=Strongly Agree, A=Agree, N=Neutral, DA=Dis Agree, SDA=Strongly Dis Agree)

FACTORS	SA	A	N	DA	SDA
Newspaper: Wide Audience Affordable Trustworthy Flexible	15 10 29 35	16 14 00 10	10 05 04 00	00 10 09 00	04 06 03 00
Television: Most Powerful “Show and Tell” effect Reach a Bigger Audience Very Expensive	26 29 10 40	10 15 25 00	09 01 04 05	00 00 06 00	00 00 00 00
Internet: Increase Brand Awareness Fast Spreading Wide Range of Consumers Better Consumer Trust	42 38 40 10	03 02 05 00	00 05 00 00	00 00 00 08	00 00 00 27
Radio: Widest Reach Portability Audio Communication Cost Effectiveness	30 35 42 37	05 10 03 08	10 00 00 00	00 00 00 00	00 00 00 00

Source: Primary Data

Interpretation: Here I have clearly found it that, most of the respondents are strongly Agreed the Flexibility of the Newspaper Advertisement. The above table shows that the most people’s opinion is, ’It’s Very Expensive’ to make a Television Advertisement.  The satisfactory table enclose that, most of the people using Internet Advertisement for Increasing Brand Awareness and uttermost respondents are selecting radio advertisement because the “LIVE” Audio Communication to the people who are listening to Radio

FINDINGS OF THE STUDY:

v  34.2% of the respondents are Male.

v  (13.5%) Most of the respondents age are 18-25.

v  In my study, 20.7% of the people are Businessmen.

v  32.4% of the people who are married.

v  Most of the Respondents are strongly agreed the flexibility for Newspaper Advertisement.

v  40 Respondents are more expensive to promote their products on Television.

v  Most of the people chose Internet Advertisement for publicizing brand awareness very soon.

v  42 Respondents are promoting their goods or services via Radio Advertisement because it has “LIVE” Audio Communication.

SUGGESTION

The SWOT Analysis is so simple & low cost and one tool can tell four stories and it can be applied to any situation or company. My opinions are the SWOT Analysis should improve their prioritization and clarity of the data, too many addresses to be explained.

You can give employments and help other people understand their fantasies in life also so have more learning about trade and open the retail business. For better or for more awful, the buck stops with you, since you're the boss. In other hand to make an extensive money venture for begin a business these days. At that point you need to deal with the troublesome clients and representatives.

       I suggest the Print Advertisements because its so flexible and low cost. More expensive to promote your products on Television. If your brand awareness would have to reach more people for long term as soon as possible, Choose Internet Advertisements. The ‘LIVE’ Audio Communication to publicize their goods and services to people directly.

CONCLUSION

            The main aim to make this Research for aware people to promote their selling goods or services and This research offers more suggestions to business people and beginner businessmen.  Here the researcher who used statistical methods which includes Percentage method and Satisfactory method. What are the retail sales techniques to increase more profit? Is Retail Marketing attracting the customers?  There is no better consumer trust but most of the online users are making Advertisements through Internet.

REFERENCES

Ø  Alina Sorescu and Ruud T.Frambach (2011), Innovations in Retail Business Models, Journal of Retailing.

Ø  .Miguel I.Gomez and Edward McLaughlin (2004), Customer satisfaction and retail sales performance: an empirical investigation, Journal of Retailing.

Ø  .Rajdeep Bakshi (2011), Improving Business at Retail Market, Gurukul Business Review.