ABSTRACT

Retail is the largest industry in the world and is controlled by few powerful businesses. A retailer is a person or business that sells goods to the public in small quantities for use and consumption rather than for resale. The aim of the study is to cover the retailer opinion about electric fans. Thorough discussions had been made with the retailers to gather information about different brand in Delhi region supplemented with the day together from the field survey and analysis is done according to response given by respondents. A survey is conducted on the 100 retailers in Delhi region covering major markets of fans like Shiva market, Bhagirath Palace etc. The study had been done with the help of structure questionnaire prepared for retailers. Every question is analysed with the help of pie chart and bar diagram followed by interpretation. The study concluded that majority of the retailers of this industry deal with multiple brands in their outlet in Delhi region but Havells is the most demanded brand. The study has also concluded that on time delivery is the key to success of a particular brand followed by after sales service according to retailers.

Key words: Brand, strategy, retailer, Delhi.