Abstract
Masala Company is the FMCG in the current scenario it is booming and undergoing a rapid growth. They are coming out with the innovative strategies, and they are completely ready to face this competitive market. This leads to know the Retailer preference of the masala products. The present study is undertaken to find out the Retailer Preference towards masala products in Virudhunagar District. The objectives of the study are to know about what the factors are influence the retailers’ to prefer the masala products in their retail outlet. Also used to study about preference of the retailers’ on purchase of masala products. The survey was collected from 190 Retail shop respondents, using a Structured Questionnaire through Survey. The data collected is analysed using the statistical tools such as Correlation and Chi square test. From the analysis it is found that the Retailers’ respondents who are in Sivakasi, Sattur, Satchapuram and Thiruthangal purchase masala products. The factors which influence them to make purchase is quality, customer and the reasonable price of the masala products. Also, they prefer masala products which are fast-moving, consumer preferring masala products and purchase which makes profit for them, they are highly agreed with it. And maximum number of retailers’ used to purchase Turmeric powder and Chilli powder in their retail outlet.
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