Investigating the factors associated with the sales volume of sales through terminals (retailers) (Special food industry in Karaj)

Subject Areas : Jounal of Marketing Management

Raheleh Kazemi ^{1 *} , Reza Navidi Nekou ² , Ali Akbar Mirzaee ³

1 - Master of Business Administration, Payame Noor University of Karaj, Karaj, Iran
2 - Master of Business Administration, Payame Noor University of Karaj, Karaj, Iran
3 - Master of Business Administration, Arak Branch, Islamic Azad University, Arak, Iran

Received: 2019-02-05 Accepted : 2019-05-07 Published : 2017-08-23

Keywords: retail, sales organization, sales terminal database, food, capillary sales system,

Abstract :

The more competitive the business environment, especially in the food industry, is the most important solution for today's sales organizations, especially for the sales organizations that have capillary distribution and sales systems, better understanding of customers, and the best of their needs. Is. Since the main customers of these sales organizations are retailers (sales terminals), it is inevitable to recognize their ability to sell and categorize them to different categories for the delivery of prioritized services. Sales organizations are always confronted with limited resources. In general, these resources include market forces to attract customers, sufficient space and delivery vehicles to deliver on-time delivery of ordered goods, advertising budgets for making litter and canopies for sale terminals, and discounts and incentives, Public relations forces and customer relationship in order to maintain and maintain the desired level of customer satisfaction and the introduction of new products and Thus, sales organizations are seeking to identify their customers, in particular, in terms of their potential and actual sales potential, so that they can devote a large part of their resources and attention to those customers who can afford to sell more and thus have higher returns than their own resources Get it What we are looking for in this thesis is to identify and investigate the factors affecting the sale of food stores and terminals (retailers), and then provide a model for categorizing stores in terms of sales ability. The statistical population in this study is the set of food retail terminals in Karaj, the number of which is 4235 according to the latest census conducted in year 89 and market information network. The sample size was 410 and was clustered. The research method was descriptive survey and correlation method. Data gathering tools including questionnaire and direct observation were used. In analyzing data, both descriptive and inferential methods (and SPSS software) were used. The results of the data analysis show that the factors affecting sales at the food sales terminals in order of importance and impact on sales are: history of store activity, location, property status, manpower, store size, area Store room, refrigerator number, local status, profile shape and number of freezers.

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