TIRUCHIRAPPALLI DISTRICT
Author Name (Corresponding Author): S.P.KARUPPASAMY PANDIAN
Qualification
: MBA,(Ph.D)
Additional Qualification
: PG Diploma in labour law & administration law
PG Diploma in effective communication skills in English
Institution at present Working: Cyryx School of Business, Male, Maldives.
Designation
: Lecturer
Address for Communication : S/O Mr. S.Paramasivam,
C3/228 kailasapuram,
BHEL township,
Trichy 620014,
Tamilnadu, India.
Mail id: spkpandian@yahoo.co.in
Mobile: +9607536024
Author Name (Co Author1): S.P. NIVETHA VARTHANI
Qualification
: B.com, MBA (pursuing)
Additional Qualification
: PGDCA
Institution at present studying: Ist Year MBA, Saranathan College of Engineering, Trichy,
India.
Department
: Department of management studies
Address for Communication : D/O Mr. S.Paramasivam,
C3/228 kailasapuram,
BHEL township,
Trichy 620014,
Tamilnadu, India.
Mail id: nivethabalu27@gmail.com
Mobile: (0)9944614084
Hypotheses:
Hypothesis 1
There is a relationship among different factors that influences perception and expectation
of retailers towards Pepsi.
Hypothesis 2
Advertisement, quality and offers can enhance the retailers perception and expectation.
Research design
The researcher carried out the study with descriptive research. The descriptive
research is concerned with describing the characteristics of a particular individual, or of a
group. Five point likert-type scale was used and that varied from 1 = strongly disagree to
5 = strongly agree. Likert scale is being adapted to measure and quantity Factors
influencing perception and expectation of retailers.
Pilot study
Fifteen questionnaires were distributed for the purpose of pre-testing the questionnaire's
contents a complete questionnaire was developed based on the comments collected
during the pre-testing period.
Data source
Primary data has collected through questionnaire administered to retailers,
Questionnaires were used to find out Perception and expectation of Pepsi among
retailers in Trichy city with the help of the questionnaire, filled by 251 retailers, the
result was analyzed. The sample data was collected through interview from retailers in
convenience stores, supermarkets and departmental stores. The secondary data was
collected from updated journals, magazine and websites. The sample size was 251.
Sampling technique used is convenient sampling.
Statistical tools
The researcher analyzed the data by using the SPSS Statistical Package For
Social science. The following tests were administered, 1)Factor analysis 2)Multiple
regression 3)Reliability
Cronbachs (alpha) is a statistical used in this study. It is commonly used as a
measure of the internal consistency or reliability of a psychometrics test score for a
sample of examinees.
Table.1 Reliability Test
Cronbach's Alpha
N of Items
.715
30
An examination had been made from the reliability of the data to check whether
random error causing inconsistency and in turn lower reliability is at a manageable level
or not, by running reliability test. From the above table, it is clear that values of
coefficient alpha (Cronbachs Alpha) have been obtained, the minimum value of
coefficient alpha was. This shows data has satisfactory internal consistency reliability.
FACTOR ANALYSIS
Hypothesis 1 is being tested using factor analysis.
Hypothesis 1 - There is a relationship among the factors that influences perception and
expectation of retailers.
Table 2 KMO and Bartletts Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
.577
Bartlett's Test of
Sphericity
639.443
Approx. ChiSquare
Df
Sig.
253
.000
This table (called the pattern matrix for oblique rotation) reports the factor loading
for each variable on the component or factor after rotation. Each number represents the
partial correlation between the item and the rotated factor. These correlations can help us
to formulate an interpretation of the factor or components. From the below table, each
factor loading values represent the partial correlation between the variables the rotated
factor by inferring a common thread among the variables that have large loading above
0.5 values for a particular factor.
Table 3 Rotated Component Matrix
1
ADVERTISEMENT
PROMOTION
MSRS
.845
.586
AVAILABILITY
.903
TASTE
.824
OFFERS BY PEPSI
.844
UNBIASED
.812
PREFERENCE
.857
ATTRACTION
.854
AMBASSADOR
DIFFERENT
PACKS
.594
.716
QUALITY
.721
SATISFIES THAN
OTHER
.437
CLIMATE
CONDITION
.548
REFIDGERATOR
.586
DELIVERING THE
STOCK
.690
EXACT
.675
QUANTITY
PRICING
STRATEGY
.782
APPROACH THAN
COMPETITOR
.803
PRODUCT LINE
.452
QUALITY OF
PEPSI
.832
TASTE OF PEPSI
.788
PACKING OF
PEPSI
STOCK DELIVERY
.823
.821
ADVERTISEMENT
AND PROMOTION
PEPSI BRAND
FACILITIES
INTRODUCE
MORE FLAVOURS
.523
.715
.575
.885
MORE OFFERS
.730
PROMOTE PEPSI
IN STORES
.480
HELP IN
ARRANGING
.530
MULTIPLE REGRESSIONS
Hypothesis 2 is being tested using multiple regressions.
Hypothesis 2 Advertisement, quality and offers can predict the retailers perception and
expectation.
Regression analysis is used to assess the relationship between a dependent variable
(DV) and several independent variables (IVs). This is one of the most commonly used
techniques in much of the social science research.
REGRESSION ANALYSIS
Enter method in multiple regression analysis used for this study. Engagement
variables under various dimensions were regressed with the overall satisfaction of the
employees.
.978a
R Square
Adjusted
Square
.957
.951
R Std. Error of
the Estimate
.270
From the above table, model summary table shows R-Square for this model is .957. This
means that 95.7 present of the variation in overall satisfaction (dependent variable) can be
explained from the 24 independent variables. This table also shows the adjusted R-square
for the model as .951.
Table 5 ANOVA
Model
Sum
of df
Mean Square F
Sig.
Squares
Regression 359.625
28
12.844
175.664 .000b
1
Residual
16.232
222
.073
Total
375.857
250
The ANOVA table as displayed above, shows the F ratio for the regression model that
indicates the statistical of the overall regression model. The larger the F ratio there will be
more variance in the dependent variable that is associated with the independent variable.
The F ratio = 175.664. The statistical significance is .000- sig. There is relationship
between independent and dependent variables.
CORRELATIONS
Table 6 Coefficients
Model
(Constant)
AVAILABILITY
TASTE
OFFERS BY PEPSI
UNBIASED
PREFERENCE
ATTRACTION
AMBASSADOR
DIFFERENT PACKS
QUALITY
SATISFIES THAN
OTHER
CLIMATE
CONDITION
VISI COOLER
DELIVERING THE
STOCK
Unstandardized
Standardized
Coefficients
Coefficients
B
Std. Error
Beta
.399
.146
-.043
.036
-.042
.025
.027
.021
.018
.032
.017
-.009
.023
-.010
.023
.023
.023
.000
.029
.000
.026
.028
.028
-.069
.030
-.066
.012
.030
.012
Sig.
2.734
-1.183
.947
.554
-.407
.991
-.004
.912
-2.320
.412
.007
.238
.345
.580
.684
.323
.997
.363
.021
.681
-.028
.031
-.026
-.905
.366
.014
.028
.017
.486
.628
.124
-.017
.027
.031
.158
-.017
4.633
-.541
.000
.589
EXACT QUANTITY
PRICING STRATEGY
APPROACH THAN
COMPETITOR
PRODUCT LINE
QUALITY OF PEPSI
TASTE OF PEPSI
PACKING OF PEPSI
STOCK DELIVERY
ADVERTISEMENT
AND PROMOTION
PEPSI BRAND
FACILITIES
INTRODUCE MORE
FLAVOURS
MORE OFFERS
PROMOTE PEPSI IN
STORES
.005
.039
.029
.027
.005
.040
.187
1.433
.852
.153
-.003
.032
-.002
-.084
.933
.029
-.051
.017
-.013
.976
.030
.030
.027
.022
.035
.029
-.041
.013
-.012
.976
.980
-1.711
.649
-.597
27.611
.328
.089
.517
.551
.000
-.042
.035
-.034
-1.194
.234
-.044
.015
.036
.029
-.050
.014
-1.251
.517
.212
.606
-.011
.026
-.013
-.411
.681
.005
.028
.005
.164
.870
-.100
.036
-.072
-2.769
.006
CONCLUSION
Retailers are the important marketing channels paving way to better customer
relationship. Retailers play important role in increasing companys profit and product
preference. They are the end of the marketing communication process providing effective
reach of the product and thus increasing brand value of the company. Hence retailer need
to be motivated for the effectiveness of organisations marketing practises. In case of
Pepsi retailers are motivated only to certain level. Hence Pepsi need to focus on
satisfying the retailers in selling Pepsi products as they are the valuable assets to the
organisation. Pepsi should come out with more offers to satisfy the retailers. They need to
focus on building positive image regarding the product on retailers mind. Hence they
need to concentrate on taste of the product and introducing new product line. Retailers
need to be rewarded with respect to the performance to the sales. Satisfied retailer will
always be the worthy asset to the organisation and thus increasing competitive advantage
over the rivalries.
References:
Baker, Erdogan and Tagg, 2001, Selecting Celebrity Endorsers: The
Practitioners Perspective, Journal of Advertising Research, Vol. 41, No. 3, pp 39
-58
David A. Aaker and James M. Carman, "Are You Overadvertising?" Journal of
Advertising Research (August-September 1982): 57-70.
George S. Low and Jakki J. Mohr, "Brand Managers' Perceptions of the
Marketing Communications Budget Allocation Process" (Cambridge, MA:
Marketing Science Institute, Report No. 98-105, March 1998)
Gabriel J. Beihal and Daniel A. Sheinen, "Managing the Brand in a Corporate
Advertising
Environment:
Decision-Making
Framework
for
Brand
http://www.allwords.com/word-communication+mix.html
http://marketingteacher.com/lesson-store/lesson-marketing-communications.html
http://qundeel.com/comparison-of-advertising-strategy-of-pepsi-with-that-of-coke
http://www.pepsiindia.co.in