retilers perception - harns agro

A PROJECT REPORT ON

“RETAILERS PERCEPTION TOWARDS HARNS AGRO PRODUCTS”.

Project Submitted by:

NAME

Regd. No.-

in Management.

COLLEGE NAME.

ADDRESS

1

INTRODUCTION

COMPANY PROFILE2

OBJECTIVES OF THE STUDY

3

1.11Objectives

It is necessary to specify the objectives of the study. This is because of specification of

objectives will enable us to study various areas and aspects with clarity.

To know retailer’s opinion about the Harns Argo products.

To know the sales performance of Harns Argo product in market.

To identify retailers perception about competitors products.

To know existing promotional strategy for Harns Argo Products.

4

Need of the study

Aim of the study is to analyze the gap and suggest strategy to retailers, for marketing Harns Argo

Argo Products.

1. What is retailers opinion regarding Harns Argo Argo Products?

2. What are retailer’s expectation form Harns Argo Products?

3. Identifying the existing strategy of Harns Argo?

4. Finding the gap in existing strategy of Harns Argo?

5

LIMITATIONS OF THE STUDY

1.15 LIMITATIONS OF THE STUDY

6

While conducting a Marketing Research, the researcher faces with a lot of limitations. The

present study is not an exception. A few errors have been expected despite of best efforts to

avoid them but this is expected that still the study is much relevant, in spite of following;

As the study is based mainly on primary data and some of secondary data are used in this

study, the possibilities of personal bias can’t be ruled out.

The researcher intention to reach to a large sample size could not be accomplished due to

lack of time and financial resources the intention could not be accomplished upon the

desired level.

Some respondents were reluctant to reveal the information’s on the pretext that they

didn’t have sufficient time.

There was information bias occurred at the time of data collection.

Motivating the people for the survey was a challenging part of the survey.

Despite all of the limitations efforts are being made to overcome the errors in the survey.

7

RESEARCH METHODOLOGY

2Research Methodology

Research design is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal information with

minimal expenditure of effort, time and money. Just as for better, economical and attractive

construction of a house, we need a blueprint well thought out and prepared by an expert

8

architect; similarly we need a research design or plan in advance of data collection and analysis

for our project. Research design stands for advance planning of the methods to be adopted for

collecting the relevant data and the techniques to be used in their analysis, keeping in view the

objective of the research and the availability of the staff, time and money.

Preparation of the research design should be done with great care as any error in it upset the

entire project. Research design, in fact, has a great bearing on the reliability of the results arrived

at the end as such constitutes the firm foundation of the entire edifice of the research work.

Aim Of The Research

Aim of the study is to analyze the gap and suggest strategy to retailers, for marketing of Harns

Argo Argo Products.

2.1 SAMPLE DESIGNSample Unit: Retailers of Argo Products

Sample Size: 150 retailers by covering different parts.

Sampling Type: Non probability judgment sampling

2.2APPROACHES OF DATA COLLECTION

RESEARCH DESIGN:

DESCRIPTIVE RESEARCH

The research is primarily descriptive in nature. The sources of information are both primary and

secondary.

Approach constitutes of both

I. Primary data.

II. Secondary data.

Primary sources:-

Questionnaire Analysis

9

SECONDARY DATA:

It refers to those data that was already being corrected by and analyzed by someone else. This data is collected from

Reports Magazines. Newspapers and books Internet

COPE OF THE STUDY

The study was aimed at understanding and analyzing the retailer perception towards

Harns Argo Products.

The research was conducted in the geographical area of (),

SCOPE FOR FURTHER RESEARCH

10

SALES ANALYSIS:

The study will help in analyzing the sales of territories where the respondent retailers are located

in terms of sales volume, their sales calls closing ability.

MOTIVATION-MIX ANALYSIS:

This study will definitely help in ganging the adequacy of current motivators on sales

performance of retailers.

RETAILERS ANALYSIS:

The study also focused on evaluating retailers in terms of sales performance and mention

expectations by keeping in view other performance of last 2 to 3 years. This will help them

ranking in terms of sales turnover and their consistency in sales performance and additional sales

generation.

MARKET ANALYSIS:

This study will help in knowing that the numbers of retailers are energies to capture this

particular market. This study will help in knowing the company’s share and total market demand

through market argument competition density etc.

ANALYSIS BETWEEN COMPANY & RETAILERS:

The studies are also focused on the expectations of retailers from company and extend of their

fulfilment though communication effectiveness, complaints, handling etc.

11

ANALYSIS OF DATA

12

DATA ANALYSIS AND INTERPRETATION

This chapter is the core part of my dissertation because it includes the research findings

expressed by text, figures, tables, charts and graphs. It is absolutely important to present them

clearly for precise analysis.

In order to get the 150 respondents are chosen as sample space thereby making them fill my

questionnaires. To conduct the survey 10 respondents are interviewed each day. Total of 15 days

being taken to complete the entire process and 1 more day for calculating the figures thus

obtained.

My areas of survey includes main areas of town shops closer to market areas, residential area,

city malls, station square, bus stands and the like .

My visits included outskirts of town like.

The charts and graphs used are pie chart, column and bar graphs.

Therefore I present my findings of the survey report conducted in this chapter.

13

Q.1. How many Harns Argo Products you sell in a month on an average?

RESULTS

(Table1.2)

43%

57%

no of handsets sold in a month on an average

0 - 10 Nov-20 21 - 30 31 & above

(Figure1.4)

While conducting my survey in area I found that there is a good progress in selling of Harns

Argo Products. 21-30 number of Products of Harns Argo recorded highest selling in one month

on an average in those shops which are strategically located in the central parts of city area.

Then 11-20 no’s of Product are sold in outskirts of area mainly due to available feature in an

affordable price. So location and price are the two crucial factors which made to sell the Products

more in numbers. Due to stiff competition the Products figures have not yet reached to 31 and

above in the city areas because city dwellers are a bit brand consciousness.

Q.2. Consumers response towards Harns Argo products?

14

parameters

NO OF RESPONDENT

SPERCENTAGE

RATINGS

0 - 10 0 0

Nov-20 65 43.33

21 - 30 85 56.67 31 & above 0 0

TOTAL 150 100

RESULTS

PARAMETERS

NO OF RESPONDENTS

PERCENTAGE RATINGS

EXPRODUCTENT 30 20

GOOD 70 46.67

AVERAGE 30 20

BELOW AVERAGE 20 13.33

TOTAL 150 100(Table 1.3)

20%

47%

20%

13%

CONSUMER RESPONSEEXCELLENT GOOD AVERAGE BELOW AVERAGE

(Figure 1.5)

Consumer’s opinion is taken to use them while figuring out of sales performance. In their

opinion they rated Harns Argo products as good one because they believe that it is the only

product available in the market with good quality and affordable price.

15

Q.3 Retailer’s opinion about product’s offer?

RESULTS

(Table 1.4)

50%

23%

17%

10%

RETAILERS OPINIONExcellent Good Average Below Average

(Figure1.6)

A reasonable sales volume generated by the retailer thus adds profit margins to his account.

Retailers also replied most of their target customers are the college students and they the Harns

Argo Products because of its sleek design and reasonable pricing.

16

PARAMETERS NO OF RESPONDENTS

PERCENTAGE RATINGS

ExProductent 75 50Good 35 23.33

Average 25 16.67Below Average 15 10

Total 150 100

Q.4 Product availability of Harns Argo in the territory?

RESULTS

(Table 1.5)

10%

43%30%

17%

PRODUCT AVAILABILITY

excellent good average below average

(Figure 1.7)

The reason being consumers are not updated to the latest product availability in the market.

Creating awareness by retailers is a way to make people updated which is not given a due

importance in these areas. The only awareness quotient being the TV ads and paper ad

published by the company.

17


PERCENTAGE RATINGS

exProductent 15 10good 65 43.33

average 45 30below average 25 16.67

TOTAL 150 100

Q.5 What age of people do you think purchase Harns Argo Argos?

RESULTS

(Table 1.6)

3%

57%

23%

17%

Age Group Of Buyersless than 20 20 - 30 30 - 40 40 & above

(Figure 1.8)

The highest number of purchase is made by the age group 20-30 which is 85 out of 150, as

compared to other options.

In other segments i.e. 40 and above age are less aware about Harns Argo products availability, features and its usage hence don’t prefer to buy these products. They firmly believe on proven technology and prefer to take branded items at affordable rates and prefer to take low segment Argo Product available in branded items category

18

Parameters NO OF RESPONDENTS

PERCENTAGE RATINGS

less than 20 5 3.3320 - 30 85 56.6730 - 40 35 23.33

40 & above 25 16.67TOTAL 150 100

Q.6 Opinion on delivery of Harns Argo products as per order made distributors?

RESULTS

(Table 1.7)

3%17%

57%

23%

PRODUCT DELIVERY

excellent good average below average

(Figure 1.9)

Distribution channels are probably the most visible aspects of any company’s marketing efforts.

In this case, there might be spatial discrepancy caused in the exchange process because of the

geographical distance. Or else it could be temporal discrepancy caused in the exchange process

because of the time gap the time the product consumed or time the product is produced.

19


PERCENTAGE RATINGS

exProductent 5 3.33good 25 16.67

average 85 56.67below average 35 23.33

TOTAL 150 100

Q7. Marketing efforts of Harns Argo company as compared to its competitor’s?

RESULTS

(Table 1.8)

7%

30%

63%

1%

MARKETING EFFORTSexcellent good average below average

(Figure 2.0)

Marketing efforts of the company is considerable one. Adoption of new methods of marketing is

less seen in , which is affecting the increase in Product sales. Marketing increases awareness

level in consumers and priority should be given to these matters. Priority on change in product

addition, introducing new price and models, advertising, sales promotion and publicity, sales

force, customer service and the like are not upgraded with time. As a result the no of outlets

didn’t increase subsequently with the changing times. This concludes to say that marketing

efforts are not properly planned which results in rating average.

20


PERCENTAGE RATINGS

exProductent 10 6.67good 45 30


TOTAL 150 100

Q.8 Promotional support that has been provided by company?

RESULTS

(Table 1.9)

7%

30%

63%

1%

PROMOTIONAL SUPPORT excellent good average below average

(Figure 2.1)

Unlike marketing efforts retailers pointed out the same views for promotional efforts given by

the company. Retailers said that promoting the products through product placements, internet,

radio, contest , sponsorships are not being done by the company to promote the product, which is

hampering the growth in that area. Attractive sales promotion schemes can pull more customers

to purchase the company products.

21


PERCENTAGE RATINGS

exProductent 10 6.67good 45 30


TOTAL 150 100

Q.9 Overall opinion about Harns Argo by the retailers?

RESULTS


PERCENTAGE RATINGS

exProductent 45 30good 85 56.67

average 15 10below average 5 3.33

TOTAL 150 100(Table1.10)

30%

57%

10%

3%

overall opinion of retailer'sexcellent good average below average

(Figure 2.2)

The reason being the increase in sales figure. They added that if company will give more priority

on the issues like sales promotions and marketing efforts then the sales figure could grow even

higher and company can make a reach to more inhabitants in that area

22

Q.10 Attributes you consider most important in Argo Products?

RESULTS

(Table 1.11)

43%

30%

17%

10%

IMPORTANT ATTRIBUTES PRICE QUALITY DEMAND BRAND IMAGE

(Figure 2.3)

They also replied that quality is next important factor after pricing because a customer having

purchasing power will not seek to price rather, will check the quality of the product , the

technology it has is upgraded one or not.

23

ATTRIBUTES NO OF RESPONDENTS PERCENTAGE

PRICE 65 43.33QUALITY 45 30DEMAND 25 16.67

BRAND IMAGE 15 10TOTAL 150 100

Q 11. Comparing to other company products, you rank Harns Argo products as?

RESULTS

PARAMETERS NO OF RESPONDENTS PERCENTAGE

exProductent 14 9.33good 130 86.67


TOTAL 150 100

(Table 1.12)

9%

87%

3% 1%

Comparing to other company products, you rank products as

excellentgoodaveragebelow average

(Figure 2.4)

Remarkably a huge percentage of retailers have marked Harns Argo products as good it’s due to

the product’s pricing and other important accessories that it is offering for the consumers. One

more thing that they added is that the product is largely accepted by the middle class consumers

which are high in numbers in the market and these categories of consumers look the thing which

is value for money.

24

Q .12 Comparing to other company products the price of products of Harns Argo is?

RESULTS


very high 0 0high 0 0

reasonable 140 93.33low 10 0.67

TOTAL 150 100

(Table 1.13)

93%

7%

comparing the price of products with competittor's

very high high reasonable low

(Figure2.5)Harns Argo Argos have been launched in the INDIAN market by strategic pricing which has

been positioned as low cost Argo Productsin INDIAN market. Thus the choice of option was bit

easy for the retailers to say the Product to be reasonably priced. In addition to that they said that

low cost price is generating revenues for them as sales volume are rising and demand base for

low cost Products are up rolling in the markets. To somewhat branded Product companies are

posing a serious threat from these Product makers.

25

Q .13 Opinion about the discounts offer of Harns Argo products is?

RESULTS

(Table 1.14)

80%

17%

3%

opinion on discount offered by the company

Very attractive Fairly attractive Not attractive No offer

(Figure2.6)

80 percent of the retailers voted that Harns Argo Argos discount offer is fairly attractive. The

reason for this reply is mainly due to the sales target they achieve in month is quite high as

compared to other Argo products. And most of the consumers in area are showing a keen

interest towards the purchase of low cost Argo Product for their usage.

26


Very attractive 120 80

Fairly attractive 25 16.67

Not attractive 5 3.33

No offer 0 0

TOTAL 150 100

Q14 After sales service that has been provided by company is?

RESULTS


ExProductent 20 13.33Good 95 63.33

Average 30 20Below Average 5 3.34

TOTAL 150 100

(Table1.15)

67%

20%

13%

AFTER SALES SERVICEOF HARNS AGRGO PRODUCTS

Excellent Good Average Below Average

Figure 2.7)

Customers are facing problems in getting support assistance from the company. People those who stay in the outskirts of area are finding difficulties to come and show there problems in the city market.

27

Q 15 What are the elements you miss in Harns Argo Argo sets?

RESULTS


Durability 10 6.67Availability 110 73.33

Design 27 18Any other 3 2

TOTAL 150 100

(TABLE1.16)

7%

73%

18%

2%

elements you miss in HARNS AGRO PRODUCTS

Durability Availability Design Any other

(Figure 2.8)

They said that with rapid industrialisation in income of the people are rising and they are slowly

changing their minds to make themselves upgraded with latest features of cell Products. So

company needs to think about the growing income in demographics and take strategic actions as

necessary.

28

Q16. In your opinion what is the future of Harns Argo Argo Products?

RESULTS


ExProductent 100 66.67

Good 30 20

Average 20 13.33

Below Average 0 0

TOTAL 150 100

(TABLE1.17)

67%

20%

13%

future of HARNS AGRO PRODUCTS by predicted by the retailers

Excellent Good Average Below Average

(Figure 2.9)

Retailers are in a view that Harns Argo has an excellent future in Argo Product business, mainly

because of its value for money promise to the customers.

29

RESULTS

30

Findings

While conducting my survey in area I found that there is a good progress in selling of

Harns Argo Products. 21-30 number of Products of Harns Argo recorded highest selling

in one month on an average in those shops which are strategically located in the central

parts of city area. Then 11-20 no’s of Product are sold in outskirts of area mainly due to

available feature in an affordable price. So location and price are the two crucial factors

which made to sell the Products more in numbers. Due to stiff competition the Products

figures have not yet reached to 31 and above in the city areas because city dwellers are a

bit brand consciousness.

Consumer’s opinion is taken to use them while figuring out of sales performance. In their

opinion they rated Harns Argo products as good one because they believe that it is the

only product available in the market with good quality and affordable price.

A reasonable sales volume generated by the retailer thus adds profit margins to his

account. Retailers also replied most of their target customers are the college students and

they the Harns Argo Products because of its sleek design and reasonable pricing.

The reason being consumers are not updated to the latest product availability in the

market. Creating awareness by retailers is a way to make people updated which is not

given a due importance in these areas. The only awareness quotient being the TV ads and

paper ad published by the company.

The highest number of purchase is made by the age group 20-30 which is 85 out of 150,

as compared to other options. In other segments i.e. 40 and above age are less aware

about Harns Argo products availability, features and its usage hence don’t prefer to buy

these products. They firmly believe on proven technology and prefer to take branded

items at affordable rates and prefer to take low segment Argo phone available in branded

items category

Distribution channels are probably the most visible aspects of any company’s marketing

efforts. In this case, there might be spatial discrepancy caused in the exchange process

because of the geographical distance. Or else it could be temporal discrepancy caused in

the exchange process because of the time gap the time the product consumed or time the

product is produced.

Marketing efforts of the company is considerable one. Adoption of new methods of

marketing is less seen in , which is affecting the increase in Product sales. Marketing

31

increases awareness level in consumers and priority should be given to these matters.

Priority on change in product addition, introducing new price and models, advertising,

sales promotion and publicity, sales force, customer service and the like are not upgraded

with time. As a result the no of outlets didn’t increase subsequently with the changing

times. This concludes to say that marketing efforts are not properly planned which results

in rating average.

Unlike marketing efforts retailers pointed out the same views for promotional efforts

given by the company. Retailers said that promoting the products through product

placements, internet, radio, contest , sponsorships are not being done by the company to

promote the product, which is hampering the growth in that area. Attractive sales

promotion schemes can pull more customers to purchase the company products.

The reason being the increase in sales figure. They added that if company will give more

priority on the issues like sales promotions and marketing efforts then the sales figure

could grow even higher and company can make a reach to more inhabitants in that area

They also replied that quality is next important factor after pricing because a customer

having purchasing power will not seek to price rather, will check the quality of the

product , the technology it has is upgraded one or not.

Remarkably a huge percentage of retailers have marked Harns Argo products as good it’s

due to the product’s pricing and other important accessories that it is offering for the

consumers. One more thing that they added is that the product is largely accepted by the

middle class consumers which are high in numbers in the market and these categories of

consumers look the thing which is value for money.

Harns Argo Argos have been launched in the INDIAN market by strategic pricing which

has been positioned as low cost Argo Productsin INDIAN market. Thus the choice of

option was bit easy for the retailers to say the Product to be reasonably priced. In addition

to that they said that low cost price is generating revenues for them as sales volume are

rising and demand base for low cost Products are up rolling in the markets. To somewhat

branded Product companies are posing a serious threat from these Product makers.

80 percent of the retailers voted that Harns Argo Argos discount offer is fairly attractive.

The reason for this reply is mainly due to the sales target they achieve in month is quite

high as compared to other Argo products. And most of the consumers in area are

showing a keen interest towards the purchase of low cost Argo Product for their usage.

32

Customers are facing problems in getting support assistance from the company. People those who stay in the outskirts of area are finding difficulties to come and show there problems in the city market.

They said that with rapid industrialisation in income of the people are rising and they are

slowly changing their minds to make themselves upgraded with latest features of cell

Products. So company needs to think about the growing income in demographics and

take strategic actions as necessary.

Retailers are in a view that Harns Argo has an excellent future in Argo Product business,

mainly because of its value for money promise to the customers.

33

SUGGESTIONS

SUGGESTIONS

34

The retailers should plan for expansion in the product length.

Company should open more customer care & repair centres in because

consumers find difficulties in getting their Argo Products repaired. This will

increase the sales figure as well because repair centres will provide authentic

service and consumer will rely on this service.

Company should more emphasize on the state-or-art. (New Technology/Advanced

Technology) and better quality solutions and try to make people feel the experience

of technology through the retailers of Harns Argo.

Company should focus on humorous & Emotional appeals in its advertisement

because sentiments play important role in Indian market-culture and makes easy

to draw attention. For e.g. - ADVERTISEMENT OF X500 Product.

The retailers should be provided with the prevailage partners from the company.

The retail shop will get around two thirds of its revenues from the Products sold.

With every purchase of Harns Argo Products trendy and attractive carry bags

should be given to the consumers designed by the company.

Retailers should also donate money for local sponsorships like quiz or sports like

cricket or other local sports to embark the popularity of the product.

Following a Frontal and Flanking attack strategy should be adopted by the

retailers

Company should provide attractive racks or carrying case to keep the Products to

retailers to draw attention of customers.

Any schemes available in the market should be sent to customer’s Argo Product

by using sms softwares.

Company should provide attractive sign/glow boards to retailers for advertising

the new launch of models.

Now a day’s social media is most liked by people and are more common to young

mass. This has not only restricted to young mass but also driving an influence in

the professionals as well. So application oriented Products should be brought by

the retailers into the market in large as the population of young mass and

professionals is growing in rapidly.

35

3g Products also needs and introduction in area because technology of Argo

Products has got a drastic change in INDIA and other branded companies are

focusing more on these issues.

Every year there should be a ARGO MELA conducted by the company in so

that people will come to know the effectiveness of Argo Product in their daily

life. These MELA are to be organised by the retailers as well. There should be

Argo displays and tips to be provided to the visitors to take care their Products.....

Location in a pertinent issue which needs substantial planning before starting of

the business. Strategically locating the store will boost up the sales figure and

increase in footfall also.

Business leads and clients are a crucial for the business. Making and creating contacts

and networking is very important –therefore building the potential clients base before the

launch of business. Start marketing of business by giving away some products and

services. By creating a relationship with your potential customers, a trust should be built

with them, and at launch, it will be easy for them to buy from you.

36

BIBLIOGRAPHY

37

Web based sources

www.Harns Argoinfo.com

www.google.com

Book References

consumer behaviour and research (S Sumathi, vikas publications)

sales and distribution management ( by Tapan Panda, oxford publications)

Video tape

NDTV Profit Money mantra: can Argos push up the economy

38

QUESTIONNAIRE

39

QUESTIONNAIRE:

Dear Sir/Madam,

I would like to introduce myself as an PGDM (AIMA) student of REGIONAL COLLEGE OF MANAGEMENT, Bhubaneswar and doing a project on the topic. “RETAILER PERCEPTION TOWARDS HARNS ARGO SETS”.

This project is to be submitted to the AIMA for the award of PGDM. Hence I, request you to kindly spend few minutes of your valuable time in answering this.

Name of the retailer –

Gender -

Name of the retail outlet –

Address –

Products offered by you –

(a) Nokia (b) Sony Ericsson (c) Samsung (d) Motorola

(e) HTC (f) Blackberry (g) LG (h) Harns Argo

If you are not providing Harns Argo then specify reason-

40

1. Number of Products sold by you in one month on an average-

a) 0-10 [ ] b) 11-20 [ ]

c) 21-30 [ ] d) 31 and above [ ]

2. Customer’s response towards Harns Argo products.

a) ExProductent [ ] b) Good [ ]

c) Average [ ] d) Below Average [ ]

3. Your opinion for product offer to you by Harns Argo.



4. Product availability of Harns Argo in this territory.



5 What ages of people do you think purchase Harns Argo Argo most.

a) Less than 20 [ ] b) 20-30 [ ]

c) 30-40 [ ] d) 40 and above [ ]

6 Your opinion about deliver of products as per your order by Harns Argo distributor.



7 Marketing efforts of Harns Argo compared to its competitors is


41


8 Promotional support that has been provided by company is



9 Your overall opinion about Harns Argo with regard to their relationship with you



10 Which attributes you consider most important in Argo Products.

a) Price [ ] b) Quality [ ]

c) Demand [ ] d) Brand Image [ ]

42

THANK YOU

43

retilers perception - harns agro

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