Analysing The Sales And Marketing Performance Of Chinthamani Co-operative Supermarket In Tiruchirappalli District – A Study

Cooperatives as business enterprise possess some basic interests such as ownership and control but these interests are directly vested in the hands of the user. Therefore, they follow certain broad values other than those associated purely with profit making. Thus the co-operative societies in India in fact are playing multi-functional roles both in rural and urban areas. In this regard the study is intended to find out the opinion levels of respondents with various dimensions of sales and marketing and to find out the differences and association between demographic profile and with various dimensions. Similarly there is a gap in understanding the customer requirements from the service provider's and customer's perception. In this regard, the present descriptive study is as an attempt to understand public opinion regarding chinthamani co-operative supermarket. To achieve the abovementioned objectives the study is done through Survey method. The questionnaire has used the likert scale questions and bivariate questions. The questionnaire consists of various dimensions as like Sales Process, Product, Customer Service, Tangibility Services and Sales Promotion. The study population comprises of all the customers which is indefinite. From the said undefined universe the researcher selected 100 customers as a sample for the present study. Hence the researcher used convenience sampling technique. The finding states that the overall performance of sale and marketing of chinthamani co-operative super market indicates that half (52 percent) of the respondents was in high and remaining 48 percentage of the respondents are in low level on over all. The suggestions made that consumers' cooperative super market has to evolve new strategies to face the increasing competition in the liberalised economy. Finally, the study concluded that Co-operatives could have a bright future in India in the new era if they are transformed into member-owned autonomous organisations governed by the elected representatives of their members, managed professionally and liberated from unnecessary government controls.