Innovation Project by Ramanujan College on distributional channel strategy

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A research was conducted by the Innovation Project team of Ramanujan College, titled “Designing Distribution Channel Strategy: Forging Consumer and Product Synchrony” under the Project code “RNC- 302”.

The research conducted by the Innovation Project team of Ramanujan College, University of Delhi, titled “Designing Distribution Channel Strategy: Forging Consumer and Product Synchrony” under the Project code “RNC- 302” dealt with drawing a relationship between consumer preferences and distribution channel preferred (local kirana, malls or online) for a particular type of commodity for a given city, under various parameters. The 3 principal operators of this project were Dr. K. Latha, Ms. Isha Gupta and Mr. Rakesh Singh, accompanied by Mr. Pulkit Garg (Country Head of Operations) Arvind Lifestyle Brands Ltd.) as mentor. The student members were Aakar Mangla, Akshit Kakkar, Aditya Sharma, Bharat Anand, Jamaaluddin, Jyoti Tyagi, Kanak Bohra, Pragya Parashar, Ranjeeta Sharma and Saurabh Singh. The team compiled 4 research papers, out of which 3 were focused on individual cities and the 4th one was a joint study of all the cities.

The study aimed to understand the quantitative and qualitative horizons of consumer behavior in different tiers of Indian cities like, Delhi- a metropolitan, Panipat- a developing business hub and Mussoorie- a tourist destination. The results of the study were based on primary data collected by conducting a survey of 600 individuals (200 in each city) of diverse ages, in the selected cities. The sample in each city was stratified and random, and components of study considered only Groceries (oil, grains, confectionery, etc.) and Electronics (Mobile handsets, refrigerators, computers, etc.), which were judged on following parameters-seller’s goodwill, price, product quality, availability, convenience, discount, packaging, timely delivery and payment security.

The outcome of the study showed that even with the recent expansion of online portals and malls, local kirana stores remain to be a prominent feature of Indian shopping experience in most cities. The reasons being: convenient, ready availability, product quality, and seller’s goodwill. However, offering discounts, attractive prices, and providing honest reviews proves to be a setback for local kiranas. The outcome was reached upon after an extensive and comprehensive study of these cities. Various innovations and business ideas are given in the research papers compiled by the team which would prove to be of enormous help to new entrepreneurs trying to step into this arena. With online portals growing at this pace, local kiranas and malls are required to undergo a makeover to recapture the customer base they have been losing. Hence, any innovation which could bring this revolution would be more than welcomed.

For more information, watch the short film about their project here.


Feature Image Credits: rediff.com


 Joyee Bhattacharya

([email protected])

Journalism has been called the “first rough draft of history”. D.U.B may be termed as the first rough draft of DU history. Freedom to Express.

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