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A Study on Functional Areas of Friends Trading Corporation, Thalassery with Special Reference to Distribution Network Analysis

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About Agriculture Agriculture in India has a significant history. Today, India ranks second worldwide in farm output. Agriculture and allied sectors like forestry and fisheries accounted for 16.6% of the GDP in 2009, about 50% of the total workforce. The economic contribution of agriculture to India's GDP is steadily declining with the country's broad-based economic growth. Still, agriculture is demographically the broadest economic sector and plays a significant role in the overall socio-economic fabric of India.

History The invention of agriculture is one of the great revolutions of human history. It includes the food production and domestication which led to significant changes in human society, population increase and biological changes. However, this revolution is best demonstrated at Mehargarh (Period-I Neolithic period) in which the sense of the revolution ultimately set the platform for the rise of urbanization in the Indian Subcontinent.[16] In the period of the Neolithic revolution (roughly 8000-5000 BCE.), agriculture was far from the dominant mode of support for human societies. But those who adopted it, have survived and increased, and passed their techniques of production to the next generation. This transformation of knowledge was the base of further development in agriculture. Vedic literature provides some of the earliest written record of agriculture in India. Rigveda hymns, for example, describe ploughing, fallowing, irrigation, fruit and vegetable cultivation. Other historical evidence suggests rice and cotton were cultivated in the Indus Valley, and ploughing patterns from the Bronze Age have been excavated at Kalibangan in Rajasthan. Bhumivargaha, another ancient Indian Sanskrit text, suggested to be 2500 years old, classifies agricultural land into twelve categories: urvara (fertile), ushara (barren), maru (desert), aprahata (fallow), shadvala (grassy), pankikala (muddy), jalaprayah (watery), kachchaha (land contiguous to water), sharkara (full of pebbles and pieces of limestone), sharkaravati (sandy), nadimatruka (land watered from a river), and devamatruka (rainfed). Some archaeologists believe rice was a domesticated crop along the banks of the Indian river ganges in the sixth millennium BC. So were species of winter cereals (barley, oats, and wheat) and legumes (lentil and chickpea) grown in Northwest India before the sixth millennium BC. Other crops cultivated in India 3000 to 6000 years ago, include sesame, linseed, safflower, mustards, castor, mung bean, black gram, horse gram, pigeonpea, field pea, grass pea (khesari), fenugreek, cotton, jujube, grapes, dates, jackfruit, mango, mulberry, and black plum. Indian peasants had also domesticated cattle, buffaloes, sheep, goats, pigs and horses thousands of years ago. Some scientists claim agriculture in India was widespread in the Indian peninsula, some 3000–5000 years ago, well beyond the fertile plains of the north. For example, one study reports twelve sites in the southern Indian states of Karnataka and Andhra Pradesh providing clear evidence of agriculture of pulses (Vigna radiata and Macrotyloma uniflorum), millet-grasses (Brachiaria ramosa and Setaria verticillata), wheats (Triticum diococcum, Triticum durum/aestivum), barley (Hordeum vulgare), hyacinth bean (Lablab purpureus), pearl millet (Pennisetum glaucum), finger millet (Eleusine coracana), cotton (Gossypium sp.), linseed (Linum sp.), as well as gathered fruits of Ziziphus and two Cucurbitaceae.
Some claim Indian agriculture began by 9000 BP as a result of early cultivation of plants, and domestication of crops and animals. Settled life soon followed with implements and techniques being developed for agriculture. Double monsoons led to two harvests being reaped in one year. Indian products soon reached the world via existing trading networks and foreign crops were introduced to India. Plants and animals—considered essential to their survival by the Indians—came to be worshiped and venerated.
The middle ages saw irrigation channels reach a new level of sophistication in India and Indian crops affecting the economies of other regions of the world under Islamic patronage. Land and water management systems were developed with an aim of providing uniform growth. Despite some stagnation during the later modern era the independent Republic of India was able to develop a comprehensive agricultural program.

Rice production India is one of the world's largest producers of white rice, accounting for 20% of all world rice production. Rice is India's preeminent crop, and is the staple food of the people of the eastern and southern parts of the country. Production increased from 53.6 million tons in FY 1980 to 74.6 million tons in FY 1990, a 39 percent increase over the decade. By FY 1992, rice production had reached 111 million tons, second in the world only to China with its 182 million tons. Since 1950 the increase has been more than 350 percent. Most of this increase was the result of an increase in yields; the number of hectares increased only 40 percent during this period. Yields increased from 1,336 kilograms per hectare in FY 1980 to 1,751 kilograms per hectare in FY 1990. The per-hectare yield increased more than 262 percent between 1950 and 1992.
The country's rice production declined to 89.13 million tonnes in 2009-10 crop years (July–June) from record 99.18 million tonnes in the previous year due to severe drought that affected almost half of the country. India could achieve a record rice production of 100 million tonnes in 2010-11 crop years on the back of better monsoon this year. The India's rice production reached to a record high of 104.32 million tonnes in 2011-2012 crop years (July–June.
Rice is one of the chief grains of India. Moreover, this country has the biggest area under rice cultivation, as it is one of the principal food crops. It is in fact the dominant crop of the country. India is one of the leading producers of this crop. Rice is the basic food crop and being a tropical plant, it flourishes comfortably in hot and humid climate. Rice is mainly grown in rain fed areas that receive heavy annual rainfall. That is why it is fundamentally a kharif crop in India. It demands temperature of around 25 degree Celsius and above and rainfall of more than 100 cm. Rice is also grown through irrigation in those areas that receives comparatively less rainfall. Rice is the staple food of eastern and southern parts of India. In 2009-10, total rice production in India amounted to 89.13 million tonnes, which was much less than production of previous year, 99.18 million tonnes.
Rice can be cultivated by different methods based on the type of region. But in India, the traditional methods are still in use for harvesting rice. The fields are initially ploughed and then fertiliser is applied which typically consists of cow dung and then the field is smoothed. The seeds are transplanted by hand and then through proper irrigation, the seeds are cultivated. Rice grows on a variety of soils like silts, loams and gravels. It can also tolerate alkaline as well as acid soils. However, clayey loam is well suited to the raising of this crop. Actually the clayey soil can be easily converted into mud in which rice seedlings can be transplanted easily. Proper care has to be taken as this crop thrives if the soil remains wet and is under water during its growing years. Rice fields should be level and should have low mud walls for retaining water. In the plain areas, excess rainwater is allowed to inundate the rice fields and flow slowly. Rice raised in the well watered lowland areas is known as lowland or wet rice. In the hilly areas, slopes are cut into terraces for the cultivation of rice. Thus, the rice grown in the hilly areas is known as dry or upland rice. Interestingly, per hectare yield of upland rice is comparatively less than that of the wet rice.
The regions cultivating this crop in India is distinguished as the western coastal strip, the eastern coastal strip, covering all the primary deltas, Assam plains and surrounding low hills, foothills and Terai region- along the Himalayas and states like West Bengal, Bihar, eastern Uttar Pradesh, eastern Madhya Pradesh, northern Andhra Pradesh and Orissa. India, being a land of eternal growing season, and the deltas of Kaveri River, Krishna River, Godavari River and Mahanadi River with a thick set-up of canal irrigation, permits farmers to raise two, and in some pockets, even three crops a year. Irrigation has made even three crops a year possible. Irrigation has made it feasible even for Punjab and Haryana, known for their baked climate, to grow rice. They even export their excess to other states. Punjab and Haryana grow prized rice for export purposes. The hilly terraced fields from Kashmir to Assam are idyllically suited for rice farming, with age-old hill irrigational conveniences. High yielding kinds, enhanced planting methods, promised irrigation water supply and mounting use of fertilizers have together led to beneficial and quick results. It is the rain fed area that cuts down average yields per hectare.
In some of the states like West Bengal, Assam, Orissa and Bihar, two crops of rice are raised in a year. Winter season in the north western India are extremely cold for rice. Rice is considered as the master crop of coastal India and in some regions of the eastern India where during the summer monsoon rainy season both high temperature and heavy rainfall provide ideal conditions for the cultivation of rice. Almost all parts of India are suitable for raising rice during the summer season provided that the water is available. Thus, rice is also raised even in those parts of western Uttar Pradesh, Punjab and Haryana where low level areas are waterlogged during the summer monsoon rainy season.
Winter rice crop is a long duration crop and summer rice crop is a short duration crop. At some places in the eastern and southern parts of India, rice crop of short duration is followed by the rice crop of long duration. Winter rice crop is raised preferably in low lying areas that remain flooded mainly during the rainy season. Autumn rice is raised in Uttar Pradesh, Maharashtra, Rajasthan, Madhya Pradesh, Punjab and Himachal Pradesh. Summer, autumn and winter rice crops are raised in West Bengal, Andhra Pradesh, Assam and Orissa. Summer rice crop is raised on a small scale and on a small area. However, winter rice crop is actually the leading rice crop accounting for a major portion of the total Hectare under rice in all seasons in the country. Moreover in the last few years, several steps in order to augment yield per hectare were taken up very seriously at all levels.

About Organization The Friends trading corporation is set up in 2006 by Mr. A P Abdul Kadher, a man who set out with the vision to bring quality rice into the traditional homes of North Malabar especially for 'Thalassery biriyani'. A venture which started out with traditional method of boiling, sun drying and milling, grew into one of the most modern rice processing houses in India with the latest world class technology. Today Friends trading cooperation is one of the most stringent quality and hygienic standards. The Friends trading cooperation is now all set to become a name to reckon within foods. The group has plants to set up a food park with facilities to process and manufacture a wide range of food products like roast cashews, spices and other products for world markets. Mangalaya rice is available in a wide range of varieties that suit various tastes - brown rice and white rice in round-grained and long grained varieties. Besides these, there are specialty rice varieties for the varied traditional users of rice in kitchens all over the world.

Mangalya rice is the only rice processed using the nutri-select process which ensures that only the best quality rice with the optimum value of Vitamin B is selected by the Z sortex machine and packed. Mangalya rice comes in neat porous traditional jute-bags that help air circulation that is essential to enhancing shelf life, keeping it fungus free.

Vision Statement “Provide quality food products with customer satisfaction”

Values “Integrity before income People before profit”

QUALITY STATEMENTS Quality here is a careful balance between the technical and the commercial. It is the result of intention, intelligence effort and execution.

Achievements * Mangalya Brand of Biriyani Rice become one of the popular brand in South India and GCC * Mangalya Brand obtain highest market in Malabar territory * In 2012 Friends trading corporation become the authorized Sponsor of “All Kerala cooking employees Association” * Mangalya biriyani rice is the first Malabar brand exports in Oman sultanate

Company details
Company Name : Friends Trading Corporation Al Melki General Trading L L C
Managing Partners : Mr. Abdul Kadher A P
Partners : Mr A P Muhammed Aslam Mr A P Muhammed Anees Mr A P Muhammed Afsal Mr A P Amjad Ali
Fact Sheet
Year of establishment : 2005
Nature of Business : Rice polishing, Distribution and Exports
Products/Services : Biriyani rice, Kolam rice, Palakkad Matta Rice
Major Markets : South- India, GCC Nations

Contact Details
Contact Person : Mr. A P Muhammed Muzammil (General Manager) Address : Friends Trading Corporation, Big Market Road, Thalassery Kannur, pin 670663
Telephone : 04972832299
Mobile : +919447799024
E-mail :
Website :
Facebook :

Organizational structure Organizational structure is the establishment pattern of relationships among components or parts of the organization. It prescribes the relationship among various position and activities in business. Since various positions are held by persons so structure creates relationship among them. The organizational structure provides a framework which holds the various functions together in accordance with the pattern determined by managers. A planned structure outlines the required functions, correlates the functions in a systematic manner and assigns authority and responsibility.

Most commonly used organizational structures are: a) Line organization b) Functional organization c) Line and staff organization d) Committee form organization e) Matrix organization G son’s apparels follow functional type of organizational structure. In functional organizational structure the task of management and direction of subordinates should be divided according to the type of work involved





PRODUCTION DEPARTMENT Production Management became the more widely accepted term from the 1930’s to 1960’s. Among all the functional areas of management, it is considered to be very crucial in any organization. Production is the process of converting raw materials and other inputs in to finished products. A harmonious productive capacity of an industry is the foundation stone of success of an organization. According to production management deals with decision making related to the design and control of production processes in the word of S. Buffa. Production management deals with the decision making related to production process so that the resulting goods and are produced according to specification in the amount and by the schedule demanded and at a minimum cost.
According to A.W Field Production management is the process of planning and regulating the operations of that part of an enterprise which responsible for actual transformation of material into finished products

Production process of Mangalya Biriyani Rice The factory of Friends Trading Corporation mills is located in the green, pollution free ' ' , near kolkatta west Bengal.
This facility is equipped with the latest technology in the world for every aspect of processing of paddy- right from destoning, cleaning, drying, de-husking, bran-removal, polishing and storing. For this we use the infrastructural facility more than 5 crore.
We use z- sortex machine capable of optical inspection for quality control. This machine scans every grain of rice and removes discoloured, broken and immature rice, ensuring that only rice that meets the specification calibrated in the computer is selected for packaging. The result - beautiful rice of even size, colour and bran that is a feast for the eyes and a wholesome meal.






1) Intake hopper for wet paddy: - It is the starting point of operations. Here, raw material intake into mill. Wet paddy is the raw material and it intake into hopper. Hopper is the place where the paddy stores for future treatment

2) Pre- cleaning: - Pre cleaning is the primary purification step of raw material. Friends trading corporation use German technology machine for this process. This machine works automatically; it removes stalks, damaged grains, stones etc from the paddy

3) Boiling: - After pre- cleaning process paddy is boiled in extreme hot water using Boiler. Boiler machine have storage capacity more than 2 ton at a time.

4) Drying: - After boiling paddy, next process id drying the paddy by temperature control. It is an automotive process; it helps the constant temperature of paddy

5) Open storage: - It is the quality process adopt by Friends trading corporation. Here the husk removed paddy (rice) keep in an open storage for certain period of time. It is determined scientifically. It helps to maintain the quality of rice.

6) Removing of husk: - The next stage of filtering process after boiling is removing of husk in paddy. It is used of dehusker. It helps to remove husks of huge amount within short time

7) Separating: - It is a continuous process of Husk removing. In this process the de- husked rice from paddy.

8) Polishing: - Polishing is the last process of conversion. It helps to ensure quality of rice. Polishing helps remove bran from de- husked rice.

9) Packaging: - Packaging into jumbo box is the final process of production department

Functional Departments under Production Department
Human Resource Department Personnel management is the management of human resource in an organization. It is concerned with the creation of harmonious working relationship among its participants and brining about their almost individual development. Such management effectively describes the process of planning and directing, development and utilization human resource in employment. Friends Trading Corporation allocates human resource for production process as contract work and also they have 35 staffs including management staffs.
Compensation System 1. Wages: - Friends Trading Corporation is providing a fair of wage according to the present cost of living. The wages are paid in accordance to the level of performance for this purpose employees are graded at different ranks. 2. Incentives: - Satisfied employees are big asset of every firm. So that it is necessary to provide good incentives for employees on a better rate according to decent living standard. A company should look employees need and welfare of employees. 3. Festival Bonus: - Workers are given festival bonus in case of special festive occasions like Oman, Eid etc. The company divides 15% of its gross profit among the employees at festival bonuses.

Quality Control Department As International trader Friends Trading cooperation have sound strategy to maintain quality in all aspects of production and packing. Firm are more conscious about the quality, only because of this firm have a competitive advantage in international market especially in G C C Nations. Friends Trading Corporation using high quality of grains for ensuring the quality of the product. They store ‘grain’ in dark store for 8 months. Friends trading corporation ensure quality in all aspects of production. Like cleaning stones and damaged grain with automatic machines, boiling, hastening, polishing, storing, packing etc.

FINANCE DEPARTMENT In Friends Trading Corporation, a separate financial department is maintained, a separate account officer is in charge of this department Friends trading corporation is a separate partnership firm and has an effective financial administration. When a business expands beyond the capacity of a single person, has to join together supply the necessary capital and limitation of managerial ability are the two main drawbacks of a sole trading concern. Therefore, a new form of business origin called partnership was evolved. In this firm five partners are in the company and Managing partner invest twenty lakh and other partners invest eight lakhs each as their capital

Capital Structure: - Capital structure means the composition are made up of the amount of long terms financing while the amount of long term financing is called capitalization.
Friends trading corporation is a partnership form of business Managing partner invest twenty lakh and other partners invest eight lakhs each as their capital. This makes the capitalization of the company.
Capital Budgeting: - Capital budgeting means making investment decision in capital expenditure. Capital budget decision is vital to any organizations.
G ‘Sons Apparels invest certain sum of money. Partner’s contributed the money and makes investment. Capital is contributed in an equal ratio.
For acquisition of machinery and other equipments company depends on long term loans.
Auditing: - Audit means a systematic examination of books to verify the authenticity and accuracy of transaction. It is devised from the word “audire” which means “to hear”. Auditing examine the authenticity of verifying the transactions with reference to vouchers, invoices, documents, bills and cash memos.
Bankers: - Friends trading corporation, all transactions are taken place through banks companies main banks are:
State bank of Travancore
North Malabar Gramin Bank
Working Capital: - Cash relievable, inventory and other current assets accounts payable and other current liabilities constitute the working capital of the enterprise. Working capital is used to meet the day to day expenses of enterprises, i.e. purchasing raw materials, payment of wages etc. All the day to day expenses are meeting through banks.
Investment Decision: - In Friends trading corporation, all the investments decisions are taken by the top management. These decisions are taken after consulting the accounts officers and chartered Accountant.
Tax Structure: - Every business concerns have to pay a fixed amount as tax to the government. The company pays and sales and tax, excise duty and income tax. Friends trading corporation accounting year is start from 1st April - 31st March.

Export In charge This is a separate section under finance department. Export department handle activities related with the export of products. Including shipping document, Bill of leading, insurance document preparation so on. Friends trading corporation exports products to various G C C Nations

MARKETING DEPARTMENT Marketing has been defined as all the activities involved in the creation of time, place and possession utilities. It consists of those activities which are meant to ensure the smooth flow of goods and service from producer or manufacture or retailer to the final customer. As per the comments of Mr A P Abdul Kadher (Managing Partner) “Efficient Marketing team is the strength of Mangalya”. By this word we get the efficiency and power of marketing department of Friends trading corporation. Friends trading corporation divide marketing activities into geographical base. Marketing manager controls entire activities, and he has the incharge of advertisement and public relations.

Marketing Manager

Domestic Exports Controller

Area Manger Area Manager (North Kerala) (Other Zones)

Sales Manger Sales Manger Sales Manager Sales Manager Sales Manager (Kannur) (Kozhikkode) (Kasarkode) (Wayanad) (Malappuram)

Sales Manager Sales Manager Sales Manager (Palakkad) (Eranakulam) (Coimbatore)

Products Friends Trading Corporation mainly concentrates to supply export quality biriyani rice in the market. As in the brand name of “Mangalya Biriyani Rice” firm distribute quality rice to the households. Friends trading corporation also provide Kola rice which is famous in middle states of Kerala, Coimbatore etc, in the brand name “Thulasi Kolam Rice”. Firm also provide palakkadan matta rice as per the order of international dealers as per commission base. * Mangalya Biriyani Rice * Thulasi Kolam Rice * Palakkadam matta (seasonal) * Qayama * Basumathi (Seasonal)

Brand The brand name “Mangalya Biriyani Rice” is famous in Malabar households and restaurants. As this name denotes “Mangalya” rice has its own role in Marriage functions in Malabar. The brand logo “MANGALYA” attracts product more. In logo the brand name “MANGALYA” write in English and in Arabic. This logo attracts packing of the product
Target Market Friends Trading Corporation target on Malabar region, Malabar have a traditional culture of cooking delicious foods. Thalassery Biriyani one of the famous dish in Malabar. And in international market especially, in G C C Nations have a trend of cooking Malabar dishes in big restaurants. Mangalya also target these markets also
Packing is one of the important functions of marketing. Friends Trading Corporation has its own systematic packing strategy. It attracts the products more in the market.

Major Competitors In the Domestic market main competitors of Mangalya rice are * Ashraf Biriyani Rice * Sabith Biriyani Rice * Flower Biriyani Rice * Deer * Agarval Ghee rice Channel of distribution Channels of distribution can be defined as the set of inter-depended marketing Institution participating in marketing activities involved in the improvement or the flow of goods and services from the primary produces to ultimate consumer. In domestic market Friends trading corporation supply products to the wholesalers in kannur and kasarkode district. Firm distribute products using dealers other market including International market

RESEARCH METHODOLOGY INTRODUCTION Research methodology is a way to systematically solve the research problem. It includes the overall research design, the sampling procedure, data collection method and analysis procedure. RESEARCH DESIGN A research design is the arrangement of condition for collection and analysis of data in a manner which may result in an economy in procedure. It stands for advance planning for collection of the relevant data and the technique to be used in analysis, keeping in view the objectives of the research and availability of time. DESCRIPTIVE RESEARCH DESIGN Descriptive research includes survey and fact-finding enquiries of different kinds. The major purpose of this research is description of state of affairs as it exists at present. SAMPLE TECHNIQUES The convenience sampling technique was employed in the selection of the sample. SAMPLE SIZE The number of item selected from the population constitutes of the sample size. The study covers Friends Trading corporation dealers of Kannur district. Total sample size for the study is 20. DATA COLLECTION METHOD While deciding about the method of data collection for the study the researcher should keep in mind the two sources of data. * Primary Data * Secondary Data PRIMARY DATA The primary data are those which are collected a fresh and for the first time and thus happens to be original in character. Pre-tested structured questionnaire has been used for the collection of primary data from the respondents. SECONDARY DATA The secondary data has been collected from various journals, magazine and websites.

STATISTICAL TOOLS Simple percentage analysis is mainly used for this study. Pie-charts and bar diagrams were also used when and where ever necessary to support information. OBJECTIVES OF THE STUDY 1. To measure the satisfaction level of dealers 2. To find out the factor that influences Dealers 3. To find out how the Dealer network analysis helps to improve the sales and service of the company. 4. To know the current and future expectation of the dealers about the company.
LIMITATIONS OF THE STUDY * The area of the study is restricted to Kannur district. * Due to lack of time, the study has been restricted to 100 respondents only. * The tastes and preference of the consumers are constantly changing. * The sample size is limited, so the accuracy is also limited.

Review of Literature In this era of globalization, the customer with ever growing choices of brands at offer, a literally the king. The greater customer-care and satisfaction has become the new mantra for corporate success. As corporate today strive for greater market share, the need to know the market has taken the forefront.
Philip Kotler defines satisfaction as “The extent to which a product’s performance falls below the expectation, the customer is dissatisfied; it matches, customer is satisfied. But is the performance exceeds the expectations, the customer is highly satisfied or delighted. Buyers usually form their expectation on past by experiences, the opinion of friends and
Associates, the information given by the marketers and competitors and the promises made by the marketers. Thus, expectation differs from customer to customer based on the individual experiences and perceptions.
Initially, the focus of most of the companies was on customer satisfaction, but now it is on customer delight, as highly satisfied customers produces several benefits to the company.
They are fewer prices sensitive, are loyal for longer period and talk favourably about the company to other. Satisfied customers are more likely to be loyal to the brand and contribute to the revenues of the companies.

“ Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of values with others “
For a managerial definition, marketing has often been described as “the art of selling products”. But people are surprised when they hear that the most important part of marketing is not selling is only the tip of the marketing ice berg. Peter ducker, leading management theories, puts it this way.
“There will always, one can assume, be need for some selling. But the aim of marketing is to make selling super flows. The aim of marketing is to know and understand the customer so well that product or services fits him and sells it. Ideally marketing should be need then is to make the product or service available”.

Barker and Anshen say,” The end of all the marketing activities is the satisfaction of human wants “Through the satisfaction of human wants, profits is rewarded to the business and the reward is inducement of marketing. Now the time has change and the objective of the marketing is more than securing profits. The following are the aim of marketing; * Intelligent and capable application of modern marketing policies. * To develop the marketing field. * To develop guiding policies and their implementation for a good result. * To suggest by studying the problems relating to marketing. * To find sources for further information concerning the market problems.

Distribution Distribution of products takes place by means of channels. Channels are sets of interdependent organizations (called intermediaries) involved in making the product available for consumption. Merchants are intermediaries that buy and resell products. Agents and brokers are intermediaries that act on behalf of the producer but do not take title to the products. In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales-force, calling on the larger accounts, with agents, covering the smaller customers and prospects. In addition, online retailing or e-commerce is leading to disintermediation. Retailing via Smartphone or m-commerce is also a growing area.

The firm's marketing department needs to design the most suitable channels for the firm's products, and then select appropriate channel members or intermediaries. The firm needs to train staff of intermediaries and motivate the intermediary to sell the firm's products. The firm should monitor the channel's performance over time and modify the channel to enhance performance.

To motivate intermediaries the firm can use positive actions, such as offering higher margins to the intermediary, special deals, premiums and allowances for advertising or display. On the other hand, negative actions may be necessary, such as threatening to cut back on margin, or hold back delivery of product.

The path through which goods and services travel from the vendor to the consumer or payments for those products travel from the consumer to the vendor. A distribution channel can be as short as a direct transaction from the vendor to the consumer, or may include several interconnected intermediaries along the way such as wholesalers, distributors, agents and retailers. Each intermediary receives the item at one pricing point and movies it to the next higher pricing point until it reaches the final buyer. Coffee does not reach the consumer before first going through a channel involving the farmer, exporter, importer, distributor and the retailer. Also called the channel of distribution.

Analysis refers to the methodological classification of data gives in the financial statements
The term interpretation means explaining the meaning and significance of the data so arranged. It is the study of relationship between various factors.
Analysis and interpretation Analysis and interpretation are closely related .interpretation is not possible without analysis and without interpretation analysis has no value. Hence the term analysis is widely used to refer both analysis and interpretation.

LOCATION OF DISTRIBUTORS LOCATION | NO OF RESPONDENTS | PERCENTAGE | Urban | 13 | 65 | Rural | 7 | 35 | Total | 20 | 100 | *SOURCE: PRIMARY DATA INTERPRETATION The Table 1 gives the location of the sample respondents. Among 100 respondents 65% of the respondents are located in urban area and 35% of the respondents are in rural area



OUTLET | NO OF RESPONDENTS | PERCENTAGE | WHOLESALE | 8 | 40 | RETAIL | 12 | 60 | Total | 20 | 100 |

INTERPRETATION Among 20 respondents 60% of respondents are doing business in retail outlets and 38% of the respondents are in wholesale outlets


TABLE 3 AVERAGE REVENUE | NO.OF RESPONDENTS | PERCENTAGE | BELOW 5000 | 2 | 10 | 5000-15000 | 5 | 25 | 15000-25000 | 8 | 40 | ABOVE 25000 | 5 | 25 | TOTAL | 20 | 100 |

INTERPRETATION Among 20 respondents 10% of the respondents have average revenue below 5000, 25% of have the average revenue in between 5000-15000, 40% of the respondents have the average revenue in between 15000-25000 and the remaining 25% have the average revenue above 25000.



INTERPRETATION Among 20 samples 25% of respondents made purchase in cash and remaining 75% of them are made credit purchase.



INTERPRETATION Among 100 sample respondents 30% of them are highly satisfied with the packing of the product, 55% of the respondents are moderately satisfied with the packing and reaming them are less satisfied with the packing



INTERPRETATION Among 20 respondents 25% are highly satisfied with the promotional activities of MANGALYA 40% of the respondents are moderately satisfied with promotional activities and 35% of them are less satisfied with the promotional activities of MANGALYA


MOST PURCHASED BRAND BRAND NAME | RESPONDENTS | PERCENTAGE | MANGALYA | 7 | 35 | ASHRAF | 4 | 20 | AGARVAL | 3 | 15 | FLOWER | 4 | 20 | Others | 2 | 10 | Total | 20 | 100 |

INTERPRETATION Among 20 respondents 35% of respondent’s opinion that MANGALYA BIRIYANI rice is most demanded product, 20% of respondents view that AHRAF and Flower are most demanded and AGARVAL have 15% of demand in the market


SATISFACTION TOWARDS SALES PROMOTION Satisfaction | No of respondents | Percentage | High satisfaction | 6 | 30 | Moderate Satisfaction | 9 | 45 | Lower satisfaction | 5 | 25 | TOTAL | 20 | 100 |

INTERPRETATION Among 20 respondents 30% of them are highly satisfied, 45% of the respondents are moderately satisfied and remaining 25% are less satisfied


FINDINGS * 65% of the respondents are from urban area * Majority of the respondents have retail outlets * Majority of the respondents have the average daily income of 15000-25000 * 1/3rd of the respondents are deal with credit transaction * Majority of the respondents are moderate satisfaction with the promotional activities * Majority of the respondents are moderate satisfaction with the packing of the product * 35% of the respondents viewed that MANGALYA is the most demanded product * Majority of the respondents moderate satisfied with the sales promotion activities

SUGGETIONS * Firm need to concentrate their promotional strategies * Company needs to focus their attention on the distribution system’s efficiency. * Firm should focus on its sales promotion strategy * Most of the business is credit sales, so company should develop sound credit management * Company concentrate distribution network in rural areas

The project work on “A Study on Distribution network analysis on Mangalya Biriyani Rice” was done to measure the distribution network towards the Mangalya Biriyani Rice. The study was conducted using questionnaire schedule, for that a well set of questions were prepared for the interview schedule.
The study revealed most of the customers were satisfied but the degree of satisfaction was different and they had problem only on the price levels of the furniture. So the company should take needful measures to satisfy the customer in those areas.

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