STUDY ON FACTORS AFFECTING RETAILERS PURCHASE INTENTION

Section 1 : demographic information

1) Retailer’s name:
2) Type of store: a) Kirana store, b)supermarket c) hyper market
3) Latitude
4) Longitude
5) Location:
6) Average footfall per month
Section 2:Product awareness and preference
7) Which of the following brands from KRPL do you stock (Gold winner ,
cardia gingelly oil, cardia groundnut oil, gold winner vanaspati, orysa
refined rice bran oil, gold winner pulses, dheepam lamp oil, eldia
coconut oil, eldia pureplus)
8) Among the brands you stock which is the most popular among your
customers(Gold winner , cardia gingelly oil, cardia groundnut oil, gold
winner vanaspati, orysa refined rice bran oil, gold winner pulses,
dheepam lamp oil, eldia coconut oil, eldia pureplus)
9) How often do you make purchase order with your distributor(weekly, BI
weekly,monthly,once in 3 months)
Section 3:Factors influencing purchase intention:
10) On a scale1 to 5, how important are the following factors when
deciding to stock the brand of edible oil.(1- not important, 5- very
important)
a)price
b)customer demand
c)promotional offers
d)quality
e)distributor relationship
11) According to you, which factor is the most important when deciding
to stock an edible oil brand?
a)price
b)customer demand
c)promotional offers
d)quality
e)distributor relationship

section 4: brand perception and satisfaction

12) How would you rate the overall quality of KRPL products, (on the
scale of 1 to 5, poor to excellent)
13) How satisfied are you with the following attributes of the product
Gold winner( on the scale of1 to 5, 1- very dissatisfied, 5- verry
satisfied)
a)pricing
b)promotional offers
c)customer demand
d)distributor relationship
e)quality
 Section 5 : Attitude towards stocking
14) I like to stock KRPL’s products(strongly disagree to strongly agree)
15) My overall attitude towards KRPL’s products is positive(strongly
disagree to strongly agree)
16) KRPL’s products are preferred by customers(strongly disagree to
strongly agree)
17) It is a wise idea to stock KRPL’s products for retailers(strongly
disagree to strongly agree)
Section 6: behavioural intention to purchase.
18) I intend to purchase KRPL’s products(strongly disagree to strongly
agree)
19) Do you recommend goldwinner to other retailers(yes/no)
20) it is very much likely that i will continue to purchase KRPL's
products.
section 7: competitor offerings
21) How would you perceive the brand gold winner on following
attributes comparing to competitor products
a)pricing(better/same/worse)
b)Quality(better/same/worse)
c)demand(better/same/worse)
d)promotional offers(better/same/worse)
e)salesperson availability(better/same/worse)
22) What challenges do you face in selling GoldWinner compared to
competing products?
Section 8: recommendation and suggestions
23) What improvements do you suggest to increase the sales of
GoldWinner?
24) How likely are you continuing to stock GoldWinner?(very less to very
much)

References:

1)The role of attitude toward the ad as a mediator of advertising

effectiveness: A test of competing explanations by MacKenzie, S.
B., Lutz, R. J., & Belch, G. E. (1986).

This influential study examines the mechanisms by which advertisements

influence consumer behaviour, specifically through the mediating role of
attitudes toward the advertisement (Aad). The researchers tested several
competing hypotheses to determine whether Aad serves as a mediator in
the relationship between advertising exposure and consumer responses,
including purchase intention. They found strong evidence supporting the
idea that a positive Aad enhances the effectiveness of the advertisement,
thereby increasing the likelihood of purchase intention. This study
underscores the importance of creating advertisements that not only
convey information but also generate favourable attitudes to drive
purchasing decisions.
The concept of attitude toward the advertisement (Aad) being a key
mediator can inform the design of your questionnaire. By including
questions about the clarity, informativeness, and appeal of the
advertisement content, you can assess how these factors contribute to
forming positive attitudes among retail shopkeepers and owners,
ultimately influencing their purchase intentions.

2. Attitude toward the ad as a mediator of consumer brand choice

by Shimp, T. A. (1981).

Shimp's research focuses on the role of consumers' attitudes toward

advertisements in shaping their brand choices. The study found that a
positive attitude toward an advertisement significantly increases the
likelihood of consumers choosing the advertised brand over others. This
effect is especially pronounced when the advertisement is engaging and
resonates well with the target audience. Shimp highlights the importance
of ad content quality and engagement in fostering positive consumer
attitudes and driving brand choice.

This study supports the inclusion of questions about the engagement and
appeal of advertisement content in your questionnaire. Understanding
how these aspects influence retailer purchase intentions can provide
insights into which advertisement characteristics are most effective in
persuading retail shopkeepers and owners to purchase advertised
products.

3). What is strategic management, really? Inductive derivation of

a consensus definition of the field by Nag, R., Hambrick, D. C., &
Chen, M. J.

Nag, Hambrick, and Chen delve into the realm of strategic management,
aiming to derive a consensus definition of the field through an inductive
approach. They explore the various factors that shape decision-making
processes within organizations, elucidating the complexities inherent in
strategic management. The paper provides insights into the multifaceted
nature of strategic decision-making, considering aspects such as
environmental influences, organizational capabilities, and stakeholder
dynamics. By synthesizing diverse perspectives from existing literature,
the authors offer a comprehensive understanding of strategic
management as a discipline concerned with aligning organizational
actions with external opportunities and challenges.

While the primary focus of this paper is on strategic management, its

insights into decision-making processes within organizations have direct
relevance to your study on factors affecting retailer purchase intention. By
considering the influences on strategic decision-making, such as pricing
strategies and market dynamics, you can gain a deeper understanding of
how retailers navigate competitive landscapes and shape their purchase
intentions. This broader perspective helps contextualize the role of price
margin (profit) as an independent variable in influencing retailer purchase
behaviour.

4) EFFECT OF SALES PROMOTION SCHEMES ON PURCHASE

QUANTITY: A STUDY OF MALAYSIAN CONSUMERS BY Hawa
JALLOW

Jallow and Dastane studied how different sales offers, like coupons and
discounts, affect how much people buy in Malaysia. Their findings are
probably useful in other places too.

Just like figuring out what makes companies decide things, this research
looks at what makes people buy more. They focused on sales promotions
to see how they convince people to buy bigger quantities.

The study looked at different sales tactics, like money off deals, coupons,
and free samples. By seeing how these promotions affect how much
people buy, Jallow and Dastane help businesses pick the best offers to get
people to buy more. Their research helps companies choose the right kind
of sales promotion to make customers buy more.

5) Retailing and the retail sector: An examination of retail change

in Britain.by Jones, P., Clarke-Hill, C., & Shears, P.

In their study, Jones et al. (2003) investigate how various factors influence
the retail sector, with a particular focus on pricing strategies and their
impact on retailer purchasing decisions. The authors explore how pricing
strategies employed by manufacturers and wholesalers can influence
what retailers choose to stock and how much they buy. This, in turn, can
affect the overall health and competitiveness of the retail sector.

By understanding how pricing strategies influence retailer behaviour,

stakeholders in the retail industry can gain valuable insights. This
knowledge can be used to develop more effective pricing strategies that
benefit both retailers and consumers.

6) An Examination of Selected Marketing Mix Elements and Brand

Equity by Yoo, B., Donthu, N., & Lee, S.

Yoo, Donthu, and Lee (2000) examine how specific marketing tools
influence brand equity. Their research focuses on how elements like
product perception, pricing, distribution, and promotion contribute to a
brand's overall value. The study emphasizes the critical role of brand
perception in shaping consumer behaviour. They propose that a strong
brand perception, likely built through strategic marketing efforts, leads to
positive associations, perceived quality, and ultimately, brand loyalty. This
highlights the importance of crafting a marketing mix that fosters a strong
brand image for consumers.