Professional Documents
Culture Documents
I. INTRODUCTION
In todays modernized market, retailers play the role
of a gatekeeper within many product chains
connecting suppliers with consumers and vice versa
and being in direct contact with consumers they exert
significant influence on what products consumers
want to buy, and how they use and dispose them. On
the other hand, they reach out to suppliers worldwide
bearing the opportunity to encourage profitable
production practices. Retailers can directly influence
consumer choice at the sales point.. (Kotler 2006)
defined retailing as all the activities involved in selling
goods or services directly to final consumers for
personal, nonbusiness use; they can be understood in
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
Number of
questionnaires
distributed
Number of
questionnaires
collected
60
60
33.3
60
60
33.3
60
60
33.3
Total
180
180
100.0
(Source: Researcher questionnaire)
No.
53
29.4
46
25.6
31
17.2
Total
130
72.2
No answer
50
27.8
Total
180
100.0
Yes
105
58.3
No
22
12.2
Total
127
70.6
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
No answer
53
29.4
Total
180
100.0
Table 4: the percentage that retailers fresh milk sale covers of the total market demand
Fresh milk
Dairy products
ITEM
10- 25%
No.
29
16.1
No.
43
23.9
25- 50 %
60
33.3
68
37.8
50- 75%
60
33.3
57
31.7
Cannot predict
31
17.2
12
6.7
Total
180
100.0
180
100.0
No.
1.7
1.7
3.9
167
92.8
Total
180
100.0
(Source: Researcher questionnaire)
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
No.
179
99.4
House delivery
0.6
180
100.0
Total
Table 7: effect of various occasions (Ramadan, Eid.. etc) on price of fresh milk and dairy products
Item
Effective
No.
67
%
37.2
Extremely effective
80
44.4
No opinion
13
7.2
Not effective
10
5.6
5.0
179
99.4
0.6
180
100.0
Total
No answer
Total
No.
Yes
50
27.8
No
130
72.2
Total
180
100.0
(Source: Researcher questionnaire)
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
No.
59
32.8
69
38.3
Other reasons
1.1
Total
130
72.2
No answer
50
27.8
Total
180
100.0
(Source: Researcher questionnaire)
Table 10: Do dairy product producers motivate retailers upon increase of product selling rate?
ITEM
No.
%
Yes
15
8.3
No
164
91.1
Total
179
99.4
0.6
180
100.0
No answer
Total
515
IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
No.
Price discount
1.7
2.8
0.6
Total
5.0
No answer
171
95.0
Total
180
100.0
(Source: Researcher questionnaire)
Table 11 shows that motivation methods ranged between, price discount and increase in product quantity (2.8%); price
discount (1.7%); non- materialistic motivation (0.6%).
Table 12: Do dairy product producers perform consumer market research in retailers shops
ITEM
No.
Yes
96
53.3
No
80
44.4
Total
176
97.8
2.2
180
100.0
No answer
Total
No.
102
%
56.7
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
Extremely effective
51
28.3
No opinion
18
10.0
Not effective
3.9
1.1
180
100.0
Total
References
1) A. Omore, J. Cheng'ole Mulindo, S.M.
Fakhrul Islam, G. Nurah, M. I. Khan, S.J.
Staal, Employment generation through
small-scale dairy marketing and processing
experiences from Kenya, Bangladesh and
Ghana, FAO Animal Production and Health
Division, 2004. pp 7-8
2) Anjani Kumar, Milk Marketing Chains in
Bihar: Implications for Dairy Farmers and
Traders, Agricultural Economics Research
Review Vol. 23, 2010. pp 469-477 .
3) Benaissa Chidmi and Olga Murova,
Measuring market power in the supermarket
industry: the case of the SeattleTacoma fluid
milk market, Agribusiness Vol. 27( 4)
Autumn 2011. pp 435449.
V. CONCLUSION
The
study
was
recommendations:
concluded
with
several
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IRACST- International Journal of Research in Management & Technology (IJRMT), ISSN: 2249-9563
Vol. 2, No. 5, October 2012
AUTHORS PROFILE
15)
518