Retailers perspective on factors inducing consumption of groundnut oil

Abstract

Retailer satisfaction is vital for any business since they are the link between the customer and manufacturer. The research examines the aspects for satisfaction of peanut oil retailers. The sample size is 211 retailers. The researcher analyzed that factor of retailer’s satisfaction with using chi-square, weighted average from the analysis. Research found that retailer’s opinion different from one store to another store. This study is also focused on the satisfaction level towards retailers. Most of the retailers agree that quality of packaging of the peanut oil they receive is of good quality and also they agree that most of the brands have attractive packaging. The retailers are also satisfied with the sales persons visiting the market regularly and say that they have a good relationship with the sales persons. The retailers also feel that the profit margin is low and are not satisfied with the credit period offered by the oil suppliers. However most of the retailers are generally satisfied with their business relationship with peanut oil suppliers.