IMPACT : International Journal of Research in Business Management

1-16

Authors: Dhananjay Beura & Amit Kumar Jena

The biscuit segment in India is going through a transformation and the consumer behavior is shifting from economy glucose biscuit to premium grain biscuit segment. There is tremendous pressure on the bottom line of the glucose biscuit segment as per the Industrial experts. So the retailer’s behavior is also shifting, looking at the thin margin in the glucose biscuit segment. This research paper is prepared to identify the effects of marketing mix strategy on retailer’s behavior towards glucose biscuit segment. In this paper, authors collect the data through a primary source from 50 respondents and attempts to highlight the impact P’s on retailer’s behavior. The literature explores topics such as pricing, Promotion strategy, Brand Identity, nutritional value and other factors related to retailers behavior for making the products available. This article reviews various research studies on Retailer’s Behavior and factors related towards Glucose Biscuit. The literature review has been based on a variety of studies ranging from phenomenal studies to articles focused on the aspect of Retailer’s Behavior and related attributes identified for the study. To check the reliability, exploratory factor analysis was applied and various suggestions have been recommended. Considering the above objective the research was conducted by designing a structure of questionnaires and survey was done to find out the feedbacks of retailers. The factors extracted fromin the research are Place, Product, Brand Identity and Packaging is found to be highly significant in influencing retailer’s behaviors through multiple regression analysis. Price and Promotion is not highly significant in this study.