An Analytical Study on Retailer Purchase Behaviour Towards Fish Net Products of Vasantham Industrial Centre

Abstract

Retailers play a significant role in influencing the market performance of fish net manufacturing companies, as they act as intermediaries between manufacturers and end consumers. The present study aims to analyze retailer purchase behaviour toward fish net products of Vasantham Industrial Centre, Konam, Nagercoil. The study focuses on identifying the major factors influencing retailer buying decisions, retailer satisfaction, and the problems faced while purchasing fish net products. Primary data were collected from 90 retailers using a structured questionnaire. Statistical tools such as Factor Analysis, Correlation Analysis, Mean Score Analysis, and Regression Analysis were applied using SPSS software. The findings reveal that price competitiveness, product quality, brand reputation, credit facilities, product availability, and profit margin significantly influence retailer purchase behaviour. Factor analysis extracted two major components namely Price–Quality Trade-off Orientation and Brand Evaluation Behaviour. Correlation analysis indicates a strong positive relationship between price competitiveness, product quality, and brand reputation. Regression analysis confirms that price influence significantly affects retailer purchasing patterns. The study concludes that maintaining competitive pricing, consistent product quality, timely supply, and effective retailer relationship management are essential for improving retailer satisfaction and strengthening market performance.