Article
A STUDY ON CHANNELS OF DISTRIBUTION AT KESORAM
This study investigates the channels of distribution at Kesoram Cements with a focus on identifying the influencing factors, evaluating the impact on retailer satisfaction, and examining the strategic approaches employed by the company. A structured questionnaire was administered to 100 retailers, and the analysis reveals that digital transformation has significantly influenced the preferred modes of ordering, with a large majority opting for mobile apps and online platforms. Retailers exhibited consistent demand trends, with frequent large-quantity orders, and showed a general preference for Rapid Hardening Cement. The study also highlights areas of moderate satisfaction, such as credit terms, product range, and promotional support, while pointing out limitations in communication and transportation cost transparency.
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