1. To analyze the factors that affects the retailer’s preference in dealing with adhesives. 2. To study the level of retailer’s satisfaction. 3. To study the satisfaction of retailer’s towards service, availability, quality of ordering and delivery, trade schemes etc from the distributor. 4. To know the strength, weakness, opportunity and threats to the company. 5. Kind of services expected by retailer’s from the company.

1. Page |0
TABLE OF CONTENTS
CONTENTS PAGE NO.
Acknowledgement 1
Executive Summary 2-3
Organization Profile 4-5
Adhesives Industry Overview 6-8
Products profile 9-13
Distribution Network & Channel 14
Functions Of Channel Intermediaries 15
Problem Statement 16
Objective of the Study 16-17
Research Methodology 18-24
Data Analysis and Interpretation 25-41
Findings 42
SWOT Analysis of the Company 43-44
Suggestions & Recommendations 45
Conclusions 46
Limitations of the study 47
Bibliography 48
Annexure (Questionnaire) 49-51

2. Page |1
Acknowledgment
My summer training with Chandras' Chemical Enterprises (Pvt.) Limited is a lifetime
experience that I will cherish throughout my career. This project has provided me a great
opportunity to experience the work culture and work process of Chandras' Chemical
Enterprises (Pvt.) Limited. This project can never be prepared by the singular efforts
but I also demand the help and guardians of some conversant person who under pin
actively or passively in the completion of a successful project.
I wish to express my sincere gratitude to Mr. Pinaki Pan (President,
Chandras' Chemical Enterprises Pvt. Ltd.) for giving me the opportunity to do my
summer training at his highly esteemed Organization. I am also grateful to Mr. Nataraj
Ray (Head HR & Legal) & Mr. N.S.Dutta [D.G.M.-SALES(East)] for their valuable
guidance, advice, suggestion and constant encouragement rendered to me at every stage.
I am also thankful to Mr.Debasish Chanda (Sales Officer) of Chandras'
Chemical Enterprises Pvt. Ltd. for giving me information and guidance during my
training period.
I would like to thank to Prof. S.K.Mallick (H.O.D.-MBA Dept.) and faculty member
Dr.Tanima Roy & Dr.Archana Sharma who were always there for my help whenever
needed.
I am also thankful to all others who helped me directly or indirectly towards the
completion of my project work.
…………………………...
(RANJAN SAHA)
MBA(EVENING)-Marketing
IISWBM,KOLKATA

3. Page |2
Executive Summary
Retailers are traders who buy goods from wholesalers or distributors or sometimes
directly from producers and sell them to consumers. They generally operate through a
retail outlet and sell to the end consumers. Since the retailers are the last point in the
distribution channel, they see the reaction of the consumers firsthand and know their
requirement more than anyone else knows. Because adhesive retailing is not exclusive
and a variety of competitive brands is available in the same outlet it is important that the
company is in constant mode to satisfy the retailers through flawless support service. This
will in turn make the retailers take interest to pass positive feedbacks to the consumers
and impact decision-making process of end consumers. Recommendations from the
retailers are the final step in sealing sales not only in adhesive industry but also in many
other industries. Retailers have potential to affect change in the consumption pattern of
the consumers for consumers rely heavily on recommendations made by the sales men on
product quality. Customers cross check the opinions of other customers through the
retailers. Retailers can significantly affect change to consumer decision making, as they
are located in key position between suppliers and consumers. On one hand being in direct
contact with the consumers they exert influence on consumers through their counter sales
person, and on the other hand, they reach out to suppliers and gain advantage based on
their strength and capacity to reach out to customers. In a way, they act as gatekeepers,
determining which brands are to be offered and how they should be marketed. The
volume of sales depends on the efficiency of a Retailer who assesses the psychology of
consumers and takes appropriate steps to sell a product.
Understanding the importance of service support to execute sales at the retailer’s
level, this study aims to find out the sales support offered by Chandras' Chemical
Enterprises (Pvt.) Limited to its retailers and the perspectives of the retailers on the

4. Page |3
support services. This research is a hypothesized study which was conducted to measure
the Retailers satisfaction level towards Chandras' Chemical Enterprises (Pvt.) Limited
and to know the needs and wants of the retailers. This research was conducted in Kolkata.
Primarily the well defined objectives one framed according to the study. Then
questionnaire is prepared based on the defined objectives. The prepared questionnaire is
used to get way of personal interview from the retailers.
The response given by the retailers are analyzed and interpret using different types
of statistical tools such as percentage analysis and weighted average method.
From the analysis some general findings one araised and that one more related
with the framed objectives for this study. According to the findings the suggestion are
given and the conclusions one also based on the findings which will be more helpful for
the organization.

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Chandras’ Chemical Enterprises (P) Ltd.
Organization Profile:-
Chandras' Chemical Enterprises (Pvt) Limited is the one
unit of the P. C. Chandra Group which was set up in 1965. Today, it is a leading player in
the field of industrial and domestic adhesives, marketing its products under the successful
brand name "Dendrite". The Company has three factories in Kolkata. The Company
manufactures and markets a wide variety of Synthetic Adhesives based on
Polychloroprene, Polyurethane, Epoxy, EVA, Lamination and other Elastomers. These
products are mainly used in Footwear, Automobile, Shipbuilding, Railway coaches,
Engineering, Electronics, Leather goods, Flooring, Packaging, Construction and
household applications. The Company's major product is marketed under the brand name
'DENDRITE' which enjoys a nationwide reputation for quality.
DENDRITE has behind it, years of painstaking research and
development. The products are marketed through an All-India network of Retailers and
through its several branches spread all over the country. The products are also being
successfully exported to Middle East and SAARC countries. The company has an active
Research & Development Centre which is recognized by the Government of India. It has
a team of highly qualified Scientists who are in constant search of excellence in High
Performance Adhesives to give the consumers value for money.
The chemical business has a centralized R&D center
recognized by the Department of Science and Technology, Government of India. Along
with a dedicated workforce that is equipped to meet specialized needs, an intensive sales
team, widespread network of Retailers and branches, its continuous pursuit of excellence
has resulted in the production of superior quality adhesives, which has found a large
roster of clients in every major sector in the industry, in India and beyond.
Chandras' Chemical Enterprises (Pvt.) Limited has been awarded with the coveted ISO
9001 (2000) certification by the INDIAN REGISTER QUALITY SYSTEM an
Organization affiliated to RVC & accredited by the DUTCH COUNCIL OF
ACCREDITATION. ISO 9001 (2000) is an industry benchmark for quality management
system.

6. Page |5
Mission & Vision
VISION
Reinforce Chandras' Chemical Enterprises (Pvt.) Limited as the preferred
Company and “Dendrite” as the preferred brand which has the technical edge in the
industrial markets we operate in. Establish “Dendrite” as the most preferred brand in the
retail markets Nationally. To establish “Dendrite”as a Global Player with Middle East as
the hub.
MISSION
To produce adhesive and allied products in order to achieve customer
satisfaction through quality of our products and fulfillment of customer requirements. We
are equally committed regarding the safety of our products and the protection of the
environment.

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Adhesives Industry Overview :-
Adhesives (glues) are substances capable of
forming and maintaining a bond between two surfaces, and sealants (caulks) are
substances used to fill gaps or joints between two materials to prevent the passage of
liquids, solids or gases.
Adhesives and sealants are formulated by compounding (mixing) the base material with
fillers, pigments, stabilizers, plasticizers and other additives to yield a product with the
desired end-use characteristics. Adhesives can be segregated into low to medium
performance and high performance products. Low to medium performance products are
based on natural substances such as starch, dextrin, natural rubber or protein; or synthetic
polymers such as polyvinyl acetate, polyvinyl alcohol, polyesters, acrylics, neoprene,
butyl rubber, phenolics or thermoplastic elastomers.
High-performance products have enhanced properties including bond strength, elongation
capacity, durability or environmental resistance. These products are based on polymers
such as epoxy, polysulfide, polyurethane, cyanoacrylate and silicone.
The size of the adhesives market in the country is around 5,000 tonnes per month.
In India and throughout the world, the industry is
fragmented. There are many participants, many types of products and many markets to be
served. In the past few years, there has been a worldwide trend toward concentration of
this industry through mergers and acquisition. Acquisition provides access to new
technology and products, allow rationalization of production facilities and provide
immediate access to new markets.

8. Page |7
World Consumption Of Adhesives -
Source: ASC Asia Pacific Market Study/DPNA
ASC MARKET REPORT ILLUSTRATES ASIA’S ADHESIVES AND
SEALANTS GROWTH POTENTIAL Adhesive and Sealant Market Demand
Stands at 8.9 billion pounds; expected to grow 3.6% annually through 2013
Demand Drivers: Major users of adhesives are the packaging, automotive,
construction (housing ,commercial buildings and organized retail) and furniture
(plywood, veneers, laminates, MDF) industries.

9. Page |8
Outlook:
India’s per capita income grew nearly 12% from Rs 29642 in 2006-07 to Rs
33,131 in 2007-08.By 2010, the top 50 Indian cities will enjoy a gross income exceeding
USD 20 bn, comparable some of the largest cities in US today.
With this enhanced incomes, more Indians are opting for lavishly furnished houses which
are creating the demand for new houses, malls and fancy furniture giving boost to
plywood & veneers, housing segments.
Thus, requirement for adhesives and sealants are rapidly growing to cater the increasing
requirements of the above segments.
Growth in the organized retail, hotels, hospitals, engineering, textiles etc also will
contribute for further growth of industry in the years to come.
Among the leading participants in the meet are Pidilite, 3M India, Huntsman, National
Starch, Bostik Findley, Sika, Industrial Adhesives, Anabond, Seagull Industries, Metlok,
Twin Engineers, Graco, Cross Engineers, Kremlin, Tufflok Fasteners, Three Bond India.

10. Page |9
Chandras’ Chemical Enterprises (P) Ltd.
Products profile
The Company's major product is marketed under the brand name 'DENDRITE' which
enjoys a nationwide reputation for quality.
SL.NO GRADE PRODUCT APPLICATION
1 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC
6500 ADHESIVE SOLE WITH LEATHER
& SYNTHETIC UPPER
2 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC
5000 ADHESIVE SOLE WITH LEATHER
& SYNTHETIC UPPER
3 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC
3000 ADHESIVE SOLE WITH LEATHER
& SYNTHETIC UPPER
4 DENDRITE OR TWO COMPONENT PU LEATHER,PU,TPR,PVC
1000 ADHESIVE SOLE WITH LEATHER
& SYNTHETIC UPPER
5 SONA PU 100 TWO COMPONENT PU PVC, AIR BROWN
ADHESIVE ECONOMY SOLE WITH LEATHER
GRADE & SYNTHETIC UPPER
SL.NO. GRADE PRODUCT APPLICATION
1 DENDRITE CONTRACT FOR RUBBER, LEATHER,INTERIOR
PC-65 ADHESIVE DECORATION,FURNITURE(&OTHER
GENERAL PURPOSE)
2 DENDRITE CONTRACT HIGH TRACK ADHESIVE WITH
FW ADHESIVE VERSATILE APPLICATION IN
FOOTWEAR
3 DENDRITE CONTRACT APPLICATION ON LEATHER
EXP ADHESIVE RUBBER & GENERAL PURPOSE
4 FIXOBOND CONTRACT FOR EVA, LEATHER,MICRO &
FW ADHESIVE OTHER SYNTHETIC UPPER
METERIALS IN FOOTWEAR
5 FIXOBOND CONTRACT GENERAL PURPOSE VERSATILE
PC-80A ADHESIVE ADHESIVE FOR SHOE UPPER &
CHAPPAL INDUSTRY
6 FIXOBOND CONTRACT VERSATILE ADHESIVE FOR EVA
PC-70A ADHESIVE CHAPPAL MAKING

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Few Products Description :-
Dendrite Adhesive In Tube
Make sure that the surfaces to be bonded are even, clean, dry and free from
grease/oil. A coat of adhesive is to be applied uniformly on both the surfaces to be joined.
Wait for 3-5 minutes (approx) to allow the solvent to evaporate. Place the coated surfaces
one above other, while the adhesive remains tacky. Press substrates firmly together.
Dendrite Phataak
Surfaces to be bonded should be clean and matching to each other so that contact is
perfect. One drop of Dendrite Super Glue / Phataak is sufficient for 1 sq. inch area.
Immediately after application of adhesive both substrates are to be joined with light
pressure.

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Dendrite Pc-65
Make sure that the surfaces to be bonded are even, clean, dry, and free from grease/oil. A
coat of adhesive is to be applied uniformly on both the surfaces to be joined. Porous
substrate like leather may require two coats for superior bonding. Wait for 10 minutes to
allow the solvent to evaporate. Place the coated surfaces one above other, while the
adhesive remains tacky. Press the coated surfaces firmly together.
Dendrite Pc Export
Make sure that the surfaces to be bonded are even, clean, dry and free from grease/oil. A
coat of adhesive is to be applied uniformly on both the surfaces to be joined. Porous
substrates like leather may require tow coats for superiors bonding. Wait for 8 – 10
minutes to allow the solvent to evaporate. Place the coated surfaces one above the other
while the adhesive remains sticky. Press the surfaces firmly together. Final strength is to
be achieved after 24 hrs.

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Fixobond Furnishing
Make sure that the surfaces to be bonded are clean, dry and properly degreased. Apply an
effective even coat of adhesive on both the cleaned surfaces to be bonded, and allow the
solvent to evaporate in next 10 - 15 minutes. For better result, double coat is
recommended on porous substrates. Place the coated surface one over the other beginning
from one end. Press firmly for a proper overall contact. Leave at least for 24 hours to
achieve final bond strength.
Denseal Epoxy Putty
Make sure that the surfaces to be bonded are clean, dry and free from grease/oil. Cut
equal volume from each component, as per the requirement. Mix both the components
thoroughly and apply immediately. Once mixed, it sets within 60 minutes (at 27°C).
However, final strength is to be achieved after 24 hrs.

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Yamapoxy
Mix the two components i.e. epoxy resin and hardener in the ratio 1:1 (by volume) or
1:0.8 (by weight). The mixed adhesive can be applied on the surfaces by a spatula. After
application of the adhesive the substrates to be bonded, are to be positioned and clamped.
Final strength will be achieved after 24 hrs.

15. P a g e | 14
DISTRIBUTION NETWORK / CHANNEL
Manufacturer
↓
Distributor
↓
Retailer
↓
Customer

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Functions of Channel Intermediaries :-
1. Channel Intermediaries – Distributors
They break down 'bulk' into smaller packages for resale by a retailer.
They buy from producers and resell to retailers. They take ownership or 'title' to
goods.
They provide storage facilities.
Distributors offer reduce the physical contact cost between the producer and
consumer e.g. customer service costs, or sales force costs.
They share credit risks.
2. Channel Intermediaries – Retailers
Retailers will have a much stronger personal relationship with the consumer.
The retailer will hold several other brands and products. A consumer will expect
to be exposed to many products.
Retailers will often offer credit to the customer e.g. electrical wholesalers,or
travel agents.
Products and services are promoted and merchandised by the retailer.
The retailer will give the final selling price to the product.

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Problem Statement :-
A STUDY ON RETAILERS’ SATISFACTION LEVEL WITH CHANDRAS’ CHEMICAL
ENTERPRISES (P) LTD. IN KOLKATA
OBJECTIVE OF THE STUDY :-
1. To analyze the factors that affects the retailer’s preference in dealing with
adhesives.
2. To study the level of retailer’s satisfaction.
3. To study the satisfaction of retailer’s towards service, availability, quality of
ordering and delivery, trade schemes etc from the distributor.
4. To know the strength, weakness, opportunity and threats to the company.
5. Kind of services expected by retailer’s from the company.
6. Suggestions and recommendations.
The objective of the research was not only to find out the problem but also
the identification of solutions or suggestions of the problems.

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Scope of the Study :-
It is very important to establish the retailer's perception, as a channel
partner. It is a known fact that the retailer is the main person who is in close contact with
the customers. Since, the customers are buying the products from the retailers not from
the manufacturer company; the customers usually report their problems regarding the
quality or services of the product to the respective retailers. So, the retailers are well
aware of the customer problems.
Retailers also have a great influence over the customers purchase of a certain brand.
Because many of the customers used to have trust on the word of mouth of the retailers
and the customers also worth the retailer’s experience of the quality of a product of a
particular brand. So we can say that if the customers are satisfied then the retailer is also
satisfied with the product and also, if the retailer is satisfied with the customers‟
feedback about any particular brand then he would recommend that brand to more
customers and, thus the sales will increase.
Gaining Channel Partners‟ loyalty is very important, as a loyal channel partner will
recommend that particular brand only to which he is loyal. Moreover, researchers claim
that if a distributor doesn't like the product or service, he will recommend competitor-
brands to his customers. So, to maintain or to increase the share of the market pie and
revenues, to enhance the brand value in this competitive market scenario, Channel
Partner (retailers) satisfaction study has become very important.
Scope of the study mainly to know the current level of Retailers satisfaction.
Scope of the study mainly to know the loyalty of the Retailers towards the
company.
To give suggestion regarding improvement of performance standard of the
Company.
To inform the management about current level.
The data has been analyzed and presented in a simple and precise way on the basis
of which pertinent recommendations have been made to the company to better
policies and strategies.

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Research methodology
Research Framework:-
The report has been prepared on the basis of information
collected from different sources. In order to achieve the objective of the project proper
research method was applied. After giving thorough brain storming session, objectives
were selected and the set on the base of these objectives, a questionnaire was designed
giving major emphasis by gathering new ideas or insight so as to determine and bind out
solution to the problems.
Research Process:-
In this project I had to survey the various location of Kolkata. In my survey
primarily I had to find out the Retailers and secondarily the presence of competitor and
the other factors that would facilitate the company.
For these objectives the research methodology that I followed:
 Defining the objective
 Scope and limitation of the study
 Develop the research plan
 Determine research design
 Identify data types and sources
 Research approaches
 Research Instruments
 Design data collection questionnaires
 Determine sample plan and size
 Contact methods
 Collect the data

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Research plan:-
Time span – 15.09.2011 to 15.11.2011
Total 8 weeks working.
Actual field working-
1. To identify the retailers.
2. To meet retailers directly in their shop as their availability.
Research design:- Marketing research can classify in one of three categories: -
Exploratory research
Descriptive research
Causal research
These classifications are made according to the objective of the research. In some
cases the research will fall into one of these categories, but in other cases different
phases of the same research project will fall into different categories.
Exploratory research: - has the goal of formulating problems more precisely,
clarifying concepts, and gathering explanations, gaining insight, eliminating
impractical ideas, and forming hypotheses.
In my project I have used this research. This study is a mix of explorative and
formal methodologies adopting monitoring and observing to study the
Retailers.
Descriptive research: - is more rigid than exploratory research and seeks to
describe users of a product, determine the proportion of the population that
uses a product, or predict future demand for a product.
Causal research: - seeks to find cause and affect relationships between
variables. It accomplishes this goal through laboratory and field experiments.

21. P a g e | 20
Data types and sources: - For this project both primary and secondary data were
the most valuable source of information.
Secondary Data
Before going through the time and expense of collecting primary data, one
should check for secondary data that previously may have been collected for
other purposes but that can be used in the immediate study. The secondary data
was the most important source for my project to find out the builders. In my
project the secondary data are collected from –
List of Retailers addresses given from company.
Internet.
Newspaper.
Magazines.
Company web site.
Secondary data has the advantage of saving time and reducing data gathering
costs. The disadvantages are that the data may not fit the problem perfectly and
that the accuracy may be more difficult to verify for secondary data than for
primary data.
Primary data
Often, secondary data must be supplemented by primary data originated
specifically for the study at hand. Primary data are data freshly gathered for a
specific purpose. In my project the source of primary data is Questionnaire
Method.
Research approaches: - From the two data source which I have mentioned above
secondary data are the easiest way to gather and the cost of collecting this data is
very low and easily available from the respective association.

22. P a g e | 21
After collecting the secondary data or information from the secondary
sources then I started collecting primary data from Retailers to narrow down my
research.
Survey Research: - This method was the most appropriate way to
collect data. The research approach is a widely used method for data
collection and best suited for descriptive type of research survey
includes research instrument like questionnaire which can be structured
and unstructured. And I have used this method in my project to find
out the Retailers satisfaction.
Research instrument: - There is various way of research instrument of collecting
primary data.
I had used Questionnaires technique to find out the Retailer's satisfaction towards
Chandras’ Chemical Enterprises (P) Ltd.
Questionnaire Design:-The questionnaire is an important tool for gathering
primary data. Poorly constructed questions can result in large errors and invalidate
the research data, so significant effort should be put into the questionnaire design.
The questionnaire contains two parts- basic information about the research and
identification information about the respondents. All the questions were designed
as close ended. The pre-testing of the questionnaire was done on a small sample of
respondents to identify and eliminate the potential problems. The problems that
were identified during the pre-testing were corrected and revised and the final
questionnaire was developed. In this study, interval scale was used. A 5-point
Likert scale was used to collect data.

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STATISTICAL TOOLS USED :-
 Percentage
 Weighted average
There are briefly explained, in following
1. PERCENTAGE :
Percentage refers to special kind of ratio percentage are used in
marketing comparison between two more series of data. Percentage are used
to describe relationship. Since the percentage reduce everything to a common
base & these by allow meaningful comparison to be made.
2. WEIGHTED AVERAGE :
If something is distribution is more important than
order, then their point must be born in mind, in order that average completed is
representatives of the distribution. In such case proper weight age is to be given to
various items the weight attached to each item being professional to the importance of the
item to be I the distribution.
Formula
Total weight
Average weight = x 100
Total No. of respondents

24. P a g e | 23
Sampling Plans: -
After deciding the research approach and instruments, now
I had to decide on the sampling plan which was one of the important task, because
from the bunch of people I had to select only those people (Retailers), whom I can
target from now onward . Convenience sampling method of non – probability
sampling is adopted in this research. Convenience sample are samples drawn at
the convenience of the interviewer. There are three way of sorting the data :-
Sampling Unit: - who is to be surveyed? And now my task was to define the
target population, which will be sampled from the number of people. In this
project my target population was only various types of retailers who keep
adhesives.
Sample Size: - I had taken around 50 Retailers to find out the proper
satisfaction level.
Sampling Area:- Sample collected from the different parts of Kolkata and
suburb as follows –
Rajabazar
Sealdah
Beleghata
Maniktala
Dumdum
Paik para
Belghoria

25. P a g e | 24
Type of outlet Survey:
Plywood
Hardware & electrical
Hardware cum ply
Hardware cum paint
Stationary shop
Contact methods: - After identified the exact location of a retailer my task was
how to contact them, and for me there only two ways of contacting them.
Personal Interview: - this method was the most appropriate way of
survey, because by personal interview with the help of questionnaire
I came to know their feeling about the Chandras’ Chemical
Enterprises (P) Ltd.
Telephone: - This method is also used by me because the retailer's
had no time for me and there was no other option to meet them.
SAMPLING PLAN:
Data : Primary & Secondary data
Researcher design : Survey
Researcher instrument : Questionnaire
Method of contact : Personal Interview & Telephone

26. P a g e | 25
Data Analysis and Interpretation
I. Which company adhesive do you keep ?
(In no. of retailers keep adhesives)
Jubilant Industries Pidilite Industries Anabond Chandras' Chemical Resinova Chemie
Ltd. Ltd. Ltd. Enterprises Private Ltd. Ltd.
35 78 10 50 24
Resinova Chemie Ltd.
Chandras' Chemical Enterprises
Private Ltd.
Anabond Ltd.
Series1
Pidilite Industries Ltd.
Jubilant Industries Ltd.
0 20 40 60 80
From the above table and chart, it infer that Out of the surveyed a good majority of
retailers keep Pidilite Industries Ltd. adhesive products. Also large no. of retailers also
keep Chandras' Chemical Enterprises Private Ltd. adhesive products.

27. P a g e | 26
II. Retailer's level of satisfaction with the following statements.
1. Satisfaction of Retailers with brand image of Chandras’ Chemical
Enterprises (Pvt.) Limited adhesive?
Options Respondents Percentage
Highly Dissatisfied 0 0%
Dissatisfied 8 16%
Average 27 54%
Satisfied 14 28%
Highly satisfied 1 2%
TOTAL 50 100%
Brand image
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 54% Retailers think that brand image of Chandras’ Chemical Enterprises (Pvt.) Limited
adhesive is in average.
 2% of Retailers are fully satisfied, 28% are satisfied while 16% are dissatisfied with the
brand image of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive.
Comments: - It seems brand image of Chandras’ Chemical Enterprises (Pvt.) Limited is in
moderate level.

28. P a g e | 27
2. Satisfaction of Retailers with ranges of Chandras’ Chemical Enterprises
(Pvt.) Limited adhesive available ?
Options Respondents Percentage
Highly Dissatisfied 0 0%
Dissatisfied 1 2%
Average 20 40%
Satisfied 17 34%
Highly satisfied 12 24%
TOTAL 50 100%
Ranges of Adhesive Available
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 24% of retailers are highly satisfied, 34% of retailers are satisfied while 40% are in
average to give their suggestion.
 Very negligible numbers of Retailers are dissatisfied (2%)
Comments:-It seems Chandras’ Chemical Enterprises (Pvt.) Limited has satisfactory
number of products range which makes retailers easy to choice in their business.

29. P a g e | 28
3. Satisfaction of Retailers with the quality of product packaging?
Options Respondents Percentage
Highly Dissatisfied 0 0%
Dissatisfied 2 4%
Average 28 56%
Satisfied 17 34%
Highly satisfied 3 6%
TOTAL 50 100%
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 6% of Retailers are fully satisfied,34% of retailers are satisfied & 56 % are average level
with the quality of product packaging Chandras’ Chemical Enterprises (Pvt.) Limited
adhesive.
 Very negligible numbers of Retailers are dissatisfied (4%).
Comments:- It seems that most of the retailers feel that quality of product packaging
of Chandras’ Chemical Enterprises (Pvt.) Limited adhesive is quite satisfactory.

30. P a g e | 29
4. Satisfaction of Retailers with the product price relative to other company?
Options Respondents Percentage
Highly Dissatisfied 1 2%
Dissatisfied 7 14%
Average 32 64%
Satisfied 8 16%
Highly satisfied 2 4%
TOTAL 50 100%
Price relative to other company
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 64% Retailers think that product price of Chandras’ Chemical Enterprises (Pvt.) Limited
relative to other company is moderate.
 4% of Retailers are fully satisfied, 16% are satisfied, 14% are dissatisfied while 2% are
fully dissatisfied with the product price of Chandras’ Chemical Enterprises (Pvt.) Limited.
Comments:-Most of the retailers think that product price of Chandras’ Chemical
Enterprises (Pvt.) Limited relative to other company is moderate.

31. P a g e | 30
5. Satisfaction of Retailers with the company's advertisement support
availability?
Options Respondents Percentage
Highly Dissatisfied 5 10%
Dissatisfied 25 50%
Average 12 24%
Satisfied 7 14%
Highly satisfied 1 2%
TOTAL 50 100%
Advertisement support
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 10% retailers highly dissatisfied ,50% retailers dissatisfied with the advertisement
support offered by Chandras’ Chemical Enterprises (Pvt.) Limited .
 24% of retailers are average,14% of retailers are satisfied while 2% of retailers are highly
satisfied in this point.
Comments:- It seems advertisement offered by Chandras’ Chemical Enterprises (Pvt.)
Limited is not satisfactory.

32. P a g e | 31
6. Satisfaction of Retailers with the company’s sales promotional effort?
Options Respondents Percentage
Highly Dissatisfied 3 6%
Dissatisfied 25 50%
Average 18 36%
Satisfied 4 8%
Highly satisfied 0 0%
TOTAL 50 100%
Sales promotional effort
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 50% of retailers dissatised,6% of retailers highly dissatisfied and 36% of retailers are
average –with the company’s sales promotional effort.
 8% of retailers are satisfied to their sales promotional effort.
Comments:-Most of the retailers are not satisfied with the company’s sales promotional
effort.

33. P a g e | 32
7. Satisfaction of Retailers with availability of required adhesive?
Options Respondents Percentage
Highly Dissatisfied 2 4%
Dissatisfied 14 28%
Average 33 66%
Satisfied 1 2%
Highly satisfied 0 0%
TOTAL 50 100%
Availability of required adhesive
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 66% Retailers are neutral with the availability with the required adhesive.
 4% of retailers highly dissatisfied,28% of retailers are dissatisfied while 2% are satisfied
with the availability of required adhesive
Comments:-It seems required products are quite available to the retailers.

34. P a g e | 33
8. Satisfaction of Retailers with the margin given by the company?
Options Respondents Percentage
Highly Dissatisfied 2 4%
Dissatisfied 6 12%
Average 40 80%
Satisfied 2 4%
Highly satisfied 0 0%
TOTAL 50 100%
Margin
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 Most of the retailers think that margin offered by the company is average(80%)
 4% of Retailers are highly dissatisfied, 12% are dissatisfied while 4% are satisfied with
The margin
Comments:-It seems the margin offered by the company is industry average.

35. P a g e | 34
9. Satisfaction of Retailers with the discounts provided by the company?
Options Respondents Percentage
Highly Dissatisfied 1 2%
Dissatisfied 27 54%
Average 21 42%
Satisfied 1 2%
Highly satisfied 0 0%
TOTAL 50 100%
Discounts
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 In this category, 2% of retailers are highly dissatisfied,54% retailers are highly
dissatisfied and 42% are average.
 Very negligible numbers of retailers are satisfied (2%)
Comments:-It seems that discount provided by the company is not satisfactory.

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10. Satisfaction of Retailers with company’s credit policy?
Options Respondents Percentage
Highly Dissatisfied 3 6%
Dissatisfied 25 50%
Average 20 40%
Satisfied 2 4%
Highly satisfied 0 0%
TOTAL 50 100%
Credit policy
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 6% of Retailers are highly dissatisfied, 50% are dissatisfied while 40% are in average with
The company’s credit policy.
 4% of retailers are satisfied.
Comments:-It seems company’s credit policy is not satisfactory to the retailers.

37. P a g e | 36
11. Satisfaction of Retailers with the company’s defective goods policy?
Options Respondents Percentage
Highly Dissatisfied 2 4%
Dissatisfied 10 20%
Average 37 74%
Satisfied 1 2%
Highly satisfied 0 0%
TOTAL 50 100%
Defective goods policy
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 74% of retailers are in average .
 4% of Retailers are highly dissatisfied, 20% are dissatisfied while 2% are satisfied with
Company’s defective goods policy.
Comments:-It seems Chandras’ Chemical Enterprises (Pvt.) Limited has quite
satisfactory policy with the defective goods.

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12. Satisfaction of Retailers with the timeliness of product deliveries?
Options Respondents Percentage
Highly Dissatisfied 1 2%
Dissatisfied 8 16%
Average 34 68%
Satisfied 5 10%
Highly satisfied 2 4%
TOTAL 50 100%
Timeliness of deliveries
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 4% of retailers are highly satisfied, 10% are satisfied,68% are neutral with timeliness of
product deliveries.
 2% of retailers highly dissatisfied & 16% are dissatisfied in this aspect.
Comments:-It seems products deliveries of Chandras’ Chemical Enterprises (Pvt.) is
average Delivery timeliness has to be maintained perfectly so that the retailers can
easily get the goods in time because if they cannot get the products in time, then they
cannot meet the customer’s needs as well. Ultimately sales volume will be reduced. So
it has to be maintained any cost regardless all the problems.

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13. Satisfaction of Retailers with frequency of visit/interaction by company's
sales representative?
Options Respondents Percentage
Highly Dissatisfied 2 4%
Dissatisfied 8 16%
Average 30 60%
Satisfied 8 16%
Highly satisfied 2 4%
TOTAL 50 100%
Frequency of visit/interaction by
company's sales representative
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 4% of retailers are highly dissatisfied, 16% of retailers are dissatisfied while 60% are in
average to give their suggestion.
 4 % of retailers are highly satisfied & 16 % of retailers are satisfied this regard.
Comments:-It seems satisfaction of retailers with frequency of visit/interaction by
company's sales representative is average.

40. P a g e | 39
14. Satisfaction of Retailers with the relationship with company supplier?
Options Respondents Percentage
Highly Dissatisfied 1 2%
Dissatisfied 7 14%
Average 38 76%
Satisfied 3 6%
Highly satisfied 1 2%
TOTAL 50 100%
Relationship with company supplier
Highly dissatisfied
Dissatisfied
Average
Satisfied
Highly satisfied
Interpretation
 76 % of retailers are in average in this point.
 2 % of retailers are highly satisfied,6% are satisfied,14% are dissatisfied & 2% are highly
dissatisfied.
Comments:-It seems Satisfaction of retailers with the relationship with company
supplier is quite satisfactory level.

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Rating for the various satisfaction factors of retailer's of
Chandras' Chemical Enterprises (Pvt) Limited
Highly
Highly
FACTORS/RATING Satisfied Average Dissatisfied dissatisfied Weighted Weighted
satisfied Rank
4 3 2 1 Score Average
5
1 14 27 8 0
1. Brand image 158 3.16 3
5 56 81 16 0
2. Ranges of 12 17 20 1 0
190 3.8 1
product 60 68 60 2 0
3.Quality of 3 17 28 2 0
171 3.42 2
15 68 84 4 0
product packaging
4. Price relative to 2 8 32 7 1
153 3.06 4
other company 10 32 96 14 1
5.Advertisement 1 7 12 25 5
support. 124 2.48 11
5
5 28 36 50
6.Sales 0 4 18 25 3
Promotional 123 2.46 12
0 16 54 50 3
efforts
0 1 33 14 2
7. Availability 133 2.66 10
0 4 99 28 2

42. P a g e | 41
Highly
Highly
FACTORS/RATING Satisfied Average Dissatisfied dissatisfied Weighted Weighted
satisfied Rank
4 3 2 1 Score Average
5
8. Margin 0 2 40 6 2
142 2.84
0 8 120 12 2 8
0 1 21 27 1
9. Discounts 122 2.44 13
0 4 63 54 1
0 2 20 25 3
121 2.42 14
10. Credit policy 0 8 60 50 3
11. Defective 0 1 37 10 2
137 2.74 9
goods policy 0 4 111 20 2
1
2 5 34 8
12.Timeliness of 149 2.98 6
deliveries 1
10 20 102 16
13. Frequency of 2
2 8 30 8
visit/interaction
by company's 150 3.00 5
2
sales 10 32 90 16
representative
14. Relationship 1
1 3 38 7
with company 146 2.92 7
1
supplier 5 12 114 14

43. P a g e | 42
Inference :-
From the above table and chart, it infer that ranges of products, quality of product packaging &
brand image of Chandras' Chemical Enterprises (Pvt.) Limited score maximum, while credit
period given and discounts needs to be given focus.
Findings
 Chandras' Chemical Enterprises (Pvt.) Limited brands are well known brands in
market . Demand of products is high , running product .
 The profit margin given to them maintain the industry standards .
 The overall quality of product and packaging of the company is up to the industry
standards .
 Chandras' Chemical Enterprises (Pvt.) Limited is not able to meet the 100%
requirement of the products , all the products and pack size are not easily
available all the time . Company is lacking industry standards in this parameter .
 The retailers are not very happy with the company’s advertising support.
 Time for processing order is another important factor in “sales support”. Most of the
retailers feel that it is neither too fast nor too slow and is based on the order quantity and
climatic conditions.
 Big retailers want extension of credit period for regular business.
 Company does not provide discount properly.
 Retailers need display & schemes so that they can increase the sale of products.
 Retailers need the sign boards to attract customers.
 Good relationship is maintained with the retailer by the sales office & the supplier.
.

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SWOT ANLYSIS OF THE COMPANY
STRENGTHS
1. Known global brand – its first strength is that it is a very well known global
brand .
2. Strong distribution channel – it is also having a very strong distribution
channel
3. Economies of scale – their production is on a very large scale that’s why it
helps in reducing per unit cost.
4. Wide product range
WEAKNESS
1. Lack of other promotional activities like –
Hoardings – they do not provide any kind of hoardings to the retailers.
2. Dissatisfied Retailers & carpenters due to:
 No gifts for carpenters - the carpenters were also very dissatisfied with the
company because it does not give any gift voucher to the carpenters.
3. Company does not provide discount properly.

45. P a g e | 44
OPPORTUNITY
1. Scope for innovation – There is a need to bring change in product in a
every coming time. So, there is a opportunity in the market to innovate a
new product.
2. Growing demand for low priced products – there is also a opportunity in a
low priced products because the people more used to buy low priced
products available in the market.
3. Growing preference for wooden furniture – the growing preference for
wooden furniture is also act as a great opportunity for a company.
THREATS
1. New entrants with a lower price products – this is a biggest threat for a
company that if the other companies enter in a market with a lower priced
product then its demand increases automatically and then further it
becomes a threat for a company.
2. Decreasing market shares – due to entrants of new companies in the
market. The market shares of the companies get decreased which is also a
very big threat for the company.
3. Global competition – the global competition is also one of the biggest
threat for the company.

46. P a g e | 45
Suggestions and recommendations :-
1. The company should concentrate in credit facility of the retailers. Some credit
facilities have to be ensured for the large retailers, because if they get this
opportunity then they will be able to buy and stock more products according to
their convenience.
2. The company should provide discounts in bulk purchase.
3. Advertisement and publicity in the untapped market by way of signage, racks,
paintings, banners, hoarding etc. should be expanded. The company must pay
attention on their promotional strategies. Otherwise retailers will loosen their
interest, because competitors are very active in this respect.
4. The company must give some gift vouchers to the carpenters in terms of money or
in other terms like –
 Pencils
 Dairy
5. The company must pay more attention to its lower priced product because people
used to lower priced product more.
6. All the products and pack size are not available all the time. It
communicates bad message among the retailers as well as the consumers.
Availability of all the products and pack size need to be maintained.
7. The company must pay more attention to its lower priced product because people
used to lower priced product more.
8. The company have to do new innovations for increase its market share.

47. P a g e | 46
Conclusion :-
A study on retailer’s perspective towards Chandras’ Chemical Enterprises
(Pvt.) Limited was conducted. The scope of the study was restricted to Kolkata. 50
retailers were chosen and a field survey was conducted through structured questionnaire.
Raw data was analyzed the results and discussions are reported to get better insights of
what the retailers want from the company to get more effective in the market. This
survey is to assess how the retailer's needs are being met and what could be
done farther to strengthen the relationship with company .
Retailer's are satisfied about the price, quality, channel of distribution . But focus needs to
the placed on credit period, advertising and promotional activities and to some extent on
brand availability. Though the company is rated high for maintaining good relationship
but there is scope for improvement in grievance handling by the company. Credit facility
to the retailer is one aspect that can be reworked to enable good support to the retailers.
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.

48. P a g e | 47
LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:
 Due to limitation of time only few people were selected for the study. So the
sample of Retailers was not enough to generalize the findings of the study.
 The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are less.
 People were hesitant to disclose the true facts.
 Respondents were not free in replying to the questions.
 This research is geographically restricted to Kolkata only. Hence the result cannot
be extrapolated to other places. That’s why the analysis result may not reflect the
actual scenario of all retailers’ attitude considering the entire country. It may
portray different scenario if further studies are conducted considering the whole
India as a sample.
 Findings are based on sample survey.

49. P a g e | 48
BIBLIOGRAPHY
BOOKS :
1. Marketing Management “Philip Kotler” ,11th EDITION
2. Marketing Management in Indian Context’ – V S Ramaswamy & S. Namakumari
3. Marketing Management S.A.Sherleker
4. Research Methodology “ C.R.Kothari”
5. Market Research An Applied Orientation- Naresh K. Malhotra.
6. Research for Marketing Decisions’ – Green, Tull & Abraham
INTERNET:
1. www.google.com
2. www.wikipedia.com
3. www.dendrite.com

50. P a g e | 49
ANNEXURE
QUESTIONNAIRE
A STUDY ON RETAILERS’ SATISFACTION LEVEL WITH CHANDRAS’ CHEMICAL ENTERPRISES (P)
LTD. IN KOLKATA
Retailer Details:
Name of the Shop: ______________________________________________
Respondent’s Name: ____________________________________________
Address:
______________________________________________________________
______________________________________________________________
______________________________________________________________
Telephone No.:
_________________________________________________________
III. Which company adhesive do you keep ?
a) Jubilant Industries Ltd.( )
b) Pidilite Industries Ltd. ( )
c) Anabond Ltd. ( )
d) Chandras' Chemical Enterprises Private Ltd. ( )
e) Resinova Chemie Ltd. ( )

51. P a g e | 50
IV. Please rate your level of satisfaction with the following statements.
In scale of 1 to 5, where
1 represents ‘Highly dissatisfied ’ , 3 represents ‘Average’ and 5 being
‘Highly satisfied ’
FACTORS/RATING Highly Dissatisfied Average Satisfied Highly
dissatisfied satisfied
1. Brand image
2. Ranges of product
3.Quality of product
packaging
4. Price relative to
other company
5.Advertisement
support.
6. Sales Promotional
efforts
7. Availability

52. P a g e | 51
8. Margin
9. Discounts
10. Credit policy
11. Defective goods
policy
12.Timeliness of
deliveries
13. Frequency of
visit/interaction by
company's sales
representative
14. Relationship with
company supplier
V. Give your valuable suggestion to the Chandras’ chemical enterprises(Pvt.)
limited in order to improve our product or services?
Thank you very much for your co-operation !