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Retailer’s Perspective on Support Services Offered by Vembanad White Cement

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  • Satya S

Abstract

Buying behavior of consumers in Cement industry is greatly influenced by retailers as they are the last point in the distribution channel and have a direct understanding of consumer’s requirements. The retailers experience firsthand reactions of customers on product, services and quality assessments. In practice, it is very easy for a retailer to impress on the customer with a change in brand even at the very last moment. Because cement retailing is not exclusive and variety of competitive brands is available in the same outlet, it is important that the manufacturing company take great efforts to satisfy the retailers and keep their “support service levels†very high. The research through a field survey explores retailer’s perspective on support services offered by Vembanad White Cement. Suggestions are given to the company on increasing support services to the retailers through efficient complaint handling, credits and processing speed to enable smooth transactions between the retailers and the customers. Retailer’s satisfaction would influence buying behavior of end customers in a positive way. Proactive and personal approach from the company will make the retailers take interest to pass positive feedbacks to the consumers on product and its quality. In the buying process, recommendations from the retailers are the final step in sealing sales with the customers. Hence it is important to understand the retailer’s suggestions for improvements in service levels. Implementing these improvements will not only promote positive attitude of the retailers, in turn, it will also pass on as positive word of mouth to the customers encouraging larger client base and profits to the company.

Suggested Citation

  • Satya S, 2011. "Retailer’s Perspective on Support Services Offered by Vembanad White Cement," Journal of Economics and Behavioral Studies, AMH International, vol. 2(5), pages 186-190.
  • Handle: RePEc:rnd:arjebs:v:2:y:2011:i:5:p:186-190
    DOI: 10.22610/jebs.v2i5.236
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    References listed on IDEAS

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    1. Nicole DeHoratius & Ananth Raman, 2007. "Store Manager Incentive Design and Retail Performance: An Exploratory Investigation," Manufacturing & Service Operations Management, INFORMS, vol. 9(4), pages 518-534, April.
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    Cited by:

    1. Dominic Owusu & Kwamena M. Nyarku, 2014. "Influence of Print Advertising on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis: The Moderating Role of Price and Service Quality Delivery," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(10), pages 314-332, October.
    2. Turab KHAN, Naushad AHMED, Hafiz Ishtiaque HUSSAIN, 2018. "Impact Of Perceived Quality On Consumer Attitude In Food Industry Of Pakistan," Turkish Journal of Marketing, Ali Çağlar Çakmak, vol. 3(3), pages 1-18.

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