Distribution and promotion effectiveness on sales - A study of retailer perception

The ultimate objective of every business is to increase the sale of goods that it deals in. Several techniques can be adopted for the achievement of this goal; some direct while others indirect. Promotion and distributions are the variables through which information regarding products or services is being communicated and supplied to customers for the fulfillment of their need and want and ultimate objectives is behavioral change. Keeping this thing in mind the present study tries to analyze the effectiveness of distribution and sales promotion on sales and the retailer perception on this issue. The study considered 150 retailers’ opinion for the analysis of the data. The data has been analyzed by percentile method and descriptive statistics and for better representation of the data descriptive statistics have been applied. The present study considered the Bhubaneswar city of Odisha which is a place with strong socio-cultural and economic presence. The result of the study indicates that developments of distribution networks give a strong support to the retailers and some basic ingredient of distribution give a instant stimulation of sales effectiveness and also highlight some important components of distribution and promotion have significant impact on sales.