2. Formats and approaches for Retailers
Size/Channel type Formats
Small to medium Mobile retailers, hawkers, convenience
(kirana, provisions and fancy) and specialty stores
Large Supermarkets, departmental stores and hyper–
markets, manufacturer’s showroom
Co-operative Co-operative stores and sahakari bhandars
Direct channel Tele-marketing, internet marketing, in-home selling,
mail-order selling, vending machines
3. Objective and methodology of the study
Aim of the study:
• Exploring awareness and preferences of farmers regarding
rural retail outlets
• Analyzing farmer satisfaction with respect to various services
provided by them
Location: Punjab
Companies chosen for survey having rural retail outlet in the
targeted location:
• DCM Shriram Consolidated Ltd.
• Godrej Agrovet
• Tata Chemicals
Retail outlets selected at random were:
• Hariyali Kisan Bazaar
• Godrej Adhaars
• Tata kKsan Sansars
4. • The sample of 60 buyers and 60 non buyers
were selected randomly
• T test was applied to check significant
difference between buyers and non buyers
Findings:
• T test: No significant difference in the views
between buyers and non buyers
• Awareness: buyers and non buyers both were
aware about the organized rural retail outlets
5. • Retail preferences: Out of total only 39% had visited these outlets
Rational for buying-Availability of better quality, technical service, veterinary
service and home delivery
Rational for not buying- Credit facility, lower prices and easy availability
• Product/services purchased- Mostly consumers visited for agri inputs and technical
knowledge. Around 20-25% of them purchased FMCGs.
• Satisfaction (GAP between expectations and perceptions)
Credit facility>field trials>water testing>soil testing>farmers
meeting>veterinary services>technical knowledge
6. Q. Based on the findings of the study what in your view are the
areas that need improvement
• Discounts and offers
• Loyalty programs
• Field trials and demonstrations
• Delivery on call for loyal customers
• Customized service
7.
8. Q. How do you increase awareness of the retail outlets and
customer satisfaction
Awareness:
• Trade fares
• Sponsoring sports such as cricket, hockey at district levels
• Regular farmer meetings
• By sponsoring sanitary solutions
• By hoardings, banners, pamphlet etc
Satisfaction:
• Discounts and offers
• After sales service
• Offering convenience service
