Market share analysis and awareness about the loyalty programme among the dealers in Tamil Nadu

Market share is the percentage of a market controlled by a certain company product or service. Every firm tries to capture high market share by offering competitive products and market promotional strategies. This study was done to assess the market share of companies with respect to pesticides in Cuddalore and Villupuram districts of Tamil Nadu selecting seventy dealers from ten villages in four blocks. The primary data were collected by using a well-structured questionnaire. Market buildup method and multi-dimensional scaling technique were used for the analysis of the data. Pesticides sales turnover of the sample dealers was highest in Villupuram as compared to Cuddalore district. Bayer had the maximum market share in both the districts followed by Rallis and Syngenta (case firms). Majority of the dealers were aware of the different loyalty programmes offered by different companies.