CHAPTER ONE 1.1.

Introduction

This is the world of business and it is seen business booming at very fast rate. New goods and services are launched every now and then creating tough competition in the market. In order to survive in the competitive market, manufacturer involves series of channels through which goods and services can reach to the final potential consumers. Wholesalers and retailers are the part of this channel of distribution. A wholesaler purchase goods and services in bulk and distributes it to the retailers. Retailers take their share of profits by reselling it to the final consumers of goods and services thereby making production price to double when it reaches final consumers. Such type of retailers exists in Gedu market serving the needs and wants of the people. It is seen that the most of the customers are the students of Geaddu College of Business Studies and the staffs. They seem to enjoy the market as there are fewer competitors in the market. 1.2. Objective

The present research is conducted by keeping in mind the following objectives: 1.2.1. To find out the price differences between wholesaler and retailers 1.2.2. To find out the satisfaction level of students who purchase from Zero market. 1.2.3. To find out students perceptions towards the idea of establishing Grocery store in college campus. 1.3. Problem Statement:

Generally researchers percept that GCBS students and staffs are not satisfied with retailers at Gedu in term service and the price they charged. So therefore, to find out whether the students and staffs of GCBS are satisfied or not with the service rendered by the grocery store out here in Gedu. The study is mainly focusing on the selling price of the products that the wholesaler and retailers charged to see whether implementation of new grocery store at college campus is possible or not

1.4.

Justification of the study

Gaeddu College of Business Studies is located in between two retailer town of Gedu locality, Zero Market and Laptsakha Market and these two markets caters to the needs of college management teams, students and local people. The retailers are fewer in number and they seems to enjoy the benefits of the coming up of college in their town areas. There tend to be price difference in goods provided by different retailers there by leading to the arousal of interest in the mind of researcher to perform research work titled A comparative study between wholesalers in Phuntsholing and retailers at Zero market (Dawa and Zeko General Shop): Focusing on selling price for the implementation of grocery store in college campus. 1.5. Focus of Study

The main focus of this study is to examine selling price between wholesalers in Phuntsholing and retailers at Zero market (Dawa and Zeko General Shop) and to find out satisfaction level of customer for the implementation of grocery store in college campus 1.6. Scope of study

This research carries with it wider scope. With the completion of this research work, the researchers will be able to know whether to set up general store in college area or not. If the data that the researchers have collected favors the establishment, then it would be of great help for the students and college staffs. They would not be required to visit markets for grocery shopping and they can shop from this general store whenever they required. The general store is established with the main aim of providing price benefits and service benefits to all the GCBS family. So in this case, with the coming up of new general store in college campus, the students and staffs will be able to buy goods at much cheaper price when compared to other retailers in the market and they will be able to receive prompt service. There is no need for the GCBS individuals to spend extra time visiting market for their shopping. Instead they can directly buy from the shop as soon as the classes are over. Also they will be able to rely on their credit accounts as it will be transparent to them. It is assumed that there will be lots of other benefits associated with the establishment of store in college campus.

1.7.

Development of Hypothesis 1.7.1. Hypothesis1.

H0: Students perceive that the items that they purchase from zero

market is expensive
H1: Students perceive that the items that they purchase from zero

market is not expensive 1.7.2. Hypothesis2.

H0: Students who purchase from Zero Market are not satisfied. H1: Students who purchase from Zero Market are satisfied 1.7.3.

Hypothesis3.
H0: Student perceptive that establishing of Grocery store in college

campus is good idea.

H1: Student perceptive that establishing of Grocery store in college

campus is not good idea.

1.8.

Limitation of study

1.8.1. The researchers were not able to collect adequate information and even if they could, the information collected was from few selected wholesalers and retailers. So in this case, there is likelihood that the findings that the researchers reflected in the research project might not be appropriate one. 1.8.2. This study is limited to the GCBS only which includes both the students and staffs. 1.8.3. The data collected from the agencies were based on survey questionnaires and interview therefore, the studies were subjected to the limitation of the questionnaires and interview misunderstanding. 1.8.4. The study is applicable only GCBS so it cannot be assure to provide solution for entire nation. 1.8.5. All the respondents are not co-operative enough to provide us with the information since the questionnaires were quite lengthy.

CHAPTER TWO LITERATURE REVIEW

The term literature review is a clear and logical presentation of the relevant research work done before in the same area of investigation. The successive paragraphs present a comprehensive review of literature on the subject matter. 2.1. Impact of the price According to Johnsen, T.A. & Olsen, O.J. in the article entitled The relationship between wholesale and retail electricity prices to households in the Nordic countries,
stated retail prices are adjusted sooner when wholesale prices increase than when

wholesale prices fall. Norwegian retail prices follow wholesale prices closely with a low margin, while Swedish retail prices react more slowly to wholesale price movements and exhibit a larger margin than in Norway. Finnish retail prices adjust even slower and for long time periods Finnish retail prices are below the wholesale price level. Thus, Finnish suppliers do not seem to view the wholesale price as the opportunity cost of their sales to retail customers to such an extent as Norwegian and Swedish suppliers do. According to Danzon, P.M., (1999) in the article entitled Price comparisons for pharmaceuticals: a review of U.S. and cross-national studies, stated In principle, prices for pharmaceuticals can be measured at three points on the distribution chain: the ex-manufacturer price is the price at which the manufacturer sells to the wholesaler; the ex-wholesale price is the price at which the wholesaler sells to the retail pharmacy; and the retail price is the price at which the pharmacy sells to the consumer. Thus the retail price differs from the ex-manufacturer price due to the wholesale and retail distribution mark-ups. Value added taxes further widen the gap in some countries. In practice, true transactions prices may not be readily observable because of discounts related to volume, cash payment, etc., and because manufacturer prices, wholesale and retail markups may differ by class of customer, product and location

2.2. Service rendered by retailers According to Allan Yen-Lun Su, Ph.D. (2009) in the article entitled Service Quality in a Chain-operated Steakhouse, stated that research to measure customers perceptions of service quality in a chain-operated steakhouse using a modified version of the DINESERV. In her study she has done the research by conducting the questionnaire survey for two-week period during lunch and dinnertime at all 14 steakhouse restaurants. She has asked customers who come to restaurants for lunch and dinner during the two-week research period to complete the questionnaires. She had used the Cronboch Coefficient to test the construct reliability and Analysis of variance (ANOVA) was used to determine the differences of customers perceived service quality for five dimensions between two meals and different groups of loyalty.
In addition, correlation analysis had been used to determine the relationship between customers perceived service quality and customers characteristics such as gender, marital status, age, and reasons for dining. Her research indicated that high quality goods and service are favored in the marketplace and high service quality performance does produce measurable benefits in profits, cost savings, and market share. It also indicated that service quality has been increasingly recognized as a critical factor in the success of any business.

2.3. Methods for measurements and success of small business According to Gian Trotta (12 May 2003) Modern Methods to Measure Business Success described how Total Quality Management (TQM) focuses on cross organizational communication; rating companies against ideal measurements, aligning corporate strategy and actions, and reducing process output deviation have proven effective for enterprises. She detailed how traditional measurement-based management methods, such as Dr. William Demmings seminal stress on quality improvement, employee empowerment, feedback loops and a Plan-Do-Check-Act continuous cycle, are new techniques to improve business processes this will benefit for our new store implementation.

According to Ed Martin in the article titled Guide to Small Business, states that the most common method people use to measure business success is financial worth. The more the entrepreneur and business are worth; the more successful the entrepreneur is considered to be. Many intelligent people, business owners and non-business people alike, measure their success by how much money they save from their annual earnings. The financial success of a business is best measured by focusing upon the company profits for the year. Most successful entrepreneurs take pride in these day-to-day operating improvements. According to Douglas Lukas in the article titled Measuring your Business Efforts, states that in any business, including small and home-based businesses, there are four areas that remain constant when climbing the ladder of success and eventually reaching the top. The four elements are financial, Operations, Customer Service and Research/Knowledge /Education. Each of this activity has a relevant importance factor or weight within the main element that it resides. It also provides data that can be used to optimize each activity thus enhancing the overall performance of the element itself. The knowledge of knowing what is working and what is not working and the ability to better prioritize the activities into a ranking that will allow the business owner to more profit.

CHAPTER 3 RESEARCH METHODOLOGY Under this chapter, the researchers talk about some of the important concept of research. The area of concentration under this chapter includes Research Design, Sampling Design, Data collection and Analytical Tools used. 3.1. Research Design A comparative study between wholesalers in Phuntsholing and retailers at Zero market (Dawa and Zeko General Shop): Focusing on selling price for the implementation of grocery store in college campus is a descriptive as well as exploratory study. 3.1.1. Descriptive study: as a descriptive study, researchers are trying to figure out the market trend of retailers in Gedu market. The researchers describe the

availability of customers in the market and also they describes about the customers taste and preferences. Also the researchers describe the satisfaction of customers and price in the market. 3.1.2. Exploratory study: as an exploratory, researchers are trying to explore the price differences between wholesaler and retailers and also they are trying to find out the satisfaction level of students who purchase from Zero market. The researchers are also trying to explore students perceptions towards the idea of establishing Grocery store in college campus. This research work is particularly carried out with the intention of establishing new store in college campus and this research is of first kind that has been ever conducted.

3.2 Sampling Design The researchers talk about the population of the, sampling unit and sample size under this heading. 3.2.1 Population Population of this research project includes enter GCBS members. The researchers mainly focus on those self catering students and the staffs as they are the main consumer of grocery items like salt, vegetables, rice and many more. So in this case, the population of this research is approximately 790. 3.2.2 Sampling unit Sampling unit consists of each and every individual of Gaeddu College of Business Studies and this sampling unit will be considered while conducting the studies. The sampling unit were selected randomly there by every individual had a chance of being selected as a representative. 3.2.3 Sample size The sample size had been calculated using statistical method. They researchers had used Cochrans formula of sample size calculation and the sample size is 259 these samples represented entire college members and the general conclusion had been made based on their opinion. (Calculation of Sample refer to Appendix) 3.3 Location of study The researchers are with the aim of establishing new general store in college campus in order to cater to the needs and wants of college individual. So in this case, the researchers found that it is must to conduct research work regarding the feasibility of establishment within college individual only. Thereby, the area of study is Geaddu College of Business Studies.

3.4. Data Collection Data being one of the vital components of research project, various methods of data collection had been adopted in this research work. Generally the source of data can be categorized under two broad heads. 3.4.1Primary Data The primary data are those data that the researchers have collected themselves from various sources. In this research project, the data had been collected using questionnaire containing set of questions with options and through direct interview with the concerned people. 3.4.1.1. Questionnaires Method The researchers distributed set of questionnaire to the calculated number of respondents. The questionnaire contains 14 statements with four options each. The respondents were made to put a tick mark on the option that they feel is the most appropriate one. The respondents were given full right to reveal their opinion with assurance of keeping their responses confidential and using it for the mentioned purpose only from the researchers. 3.4.1.2. Personal Interview The researchers visited some of the prominent general shops in Zero market and the price of necessary items had been quoted for comparison with some of the selected wholesales in Phuntsholing market. The price had been also collected from some of the wholesalers in Phuntsholing. 3.4.1.3. Observation This method had also been great help to those researchers. The researchers were able to know which general shops the students and staff visits the most through this method thereby making it easier for researchers to select the shops for further studies.

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3.4.2 Secondary Data Some of the search engine like google.com was most intensively used engine where by researchers could comprehend some of the required articles. The information collected from different site was of important use for the researchers. The researchers collected almost all of the articles from internet for the purpose of literature review. Some of the books related to research methods were of great help to the researchers as researchers could access some of the unknown concept from those books. And also some of the already done research projects were of great help for the researchers as they were able to gather some ideas. 3.5 Analytical Tools The researchers had used Statistics Package for Social Sciences (SPSS) and Microsoft excel as tools to analyze the data collected. Tables and figures had been used intensively to represent those data gathered in order to make it simple and easy to make interpretation and analysis. Statistical formula had been used in order to calculate the sample size of the study and APA format had been used in order to frame references and for the purpose of proper presentation of research work.

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CHAPTER FOUR DATA ANALYSIS AND INTERPRETATION 4.1. Data Analysis and Interpretation Following are the tabular and graphical representation of data that the researchers had collected through questionnaires and field study. Table contains options in first column, frequency in second column and this frequency represents number of respondents for each option and third table represents percentage of respondents for each option. Then the next column represents valid percentage and last column is for cumulative percentage. Table 4.1 Shop Cumulative Percent 32.2 81.6 92.9 100.0

Valid

Zeko Dawa Tshering OtherShop Total

Frequency 82 126 29 18 255

Percent 32.2 49.4 11.4 7.1 100.0

Valid Percent 32.2 49.4 11.4 7.1 100.0

(Source: field) Figure 4.1

Above figure 4.1 represents % of customers that visits listed shops. It is found that the maximum of respondents visit Dawa General Shop for their shopping purpose. Almost 50% of them visit Dawa General Shop. And Zeko General Shop is the next shop with 32.16% of respondents visiting the shop. Then comes Tshering General Shop with 11.37% of respondents visiting them and very less number of respondents visit other shops in the town like FCB.

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Table 4.2 Price

Valid

Low Reasonable High Total

Frequency 3 191 61 255

Percent 1.2 74.9 23.9 100.0

Valid Percent 1.2 74.9 23.9 100.0

Cumulative Percent 1.2 76.1 100.0

(Source: Field) Figure 4.2

Price is one of the most important factors that lead to the selection of particular shop from where costumer can shop. The shop with lower price takes bigger share of market when compared to other shops. Generally price charged by the shops in Gedu for the goods and services rendered by them is reasonable as responded by 74.90% of the respondents. There are very few who feels the price is relatively low where as there are 23.92% respondents that feels the impact of high price on them.

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Table 4.3 Service Cumulative Percent 5.9 62.4 97.6 100.0

Frequency Valid Excellent Good Average Bad Total 15 144 90 6 255

Percent 5.9 56.5 35.3 2.4 100.0

Valid Percent 5.9 56.5 35.3 2.4 100.0

(Source: Field) Figure 4.3

Service is one of the most important pre and post purchase activities desired by every customer. So in this regard, 56.47% of the respondents are with the view that the services provided by the shops in Gedu are good and very few % of respondents are with the view that the service provided by them is excellent. 35.29% of the respondents are with the view that the service provide by the shops in Gedu is average and only 2.35 % of the respondents found that the service provided is bad.

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Table 4.4 Credit Account

Valid

Yes No Can't Say To Some Extend Total

Frequency 70 58 88 39 255

Percent 27.5 22.7 34.5 15.3 100.0

Valid Percent 27.5 22.7 34.5 15.3 100.0

Cumulative Percent 27.5 50.2 84.7 100.0 (Source:

Field) Figure 4.4

Figure 4.4 is the graphical representation of respondents towards credit account. 27.45% of the respondents feel that there is transparency in the credit account mentioned by the shops that they visits and in contrast to these respondents, there are 22.75% of respondents who feel there is no transparency in the accounts. On the other hand majority of them are not sure about the idea of transparency shown by shops in the market, 15.29% of the respondents feel that there is transparency in the credit account to some extent.

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Table 4.5 Satisfaction Cumulative Percent 7.5 55.7 90.2 100.0 (Source: Field) Figure 4.5

Frequency Valid Highly Satisfied Satisfied Neutral Not Satisfied Total 19 123 88 25 255

Percent 7.5 48.2 34.5 9.8 100.0

Valid Percent 7.5 48.2 34.5 9.8 100.0

Costumer satisfaction is one of the most important aspect for the success of business organizations. satisfied customers are always happy customers and they have the tendency to visit the shop again and again. So it is must for the business people to keep their customer satisfied by providing them better goods and services. So in this case, shops in Gedu seems to adopt this strategy of costumer retention as it is found that the % of customers who are satisfied with their goods and services is 48.24% where as % of customers who are not satisfied with those goods and services is only 9.80%. there are 34.51% of respondents who are neutral about the idea of satisfacion. The % of

respondents who is highly satisfied is only 7.45% there by indicating some flaw in the goods and services provided.

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Table 4.6 Future Plan Cumulative Percent 22.0 59.2 100.0

Frequency Valid will buy from same Shop will Change Not Sure Total Field) Figure 4.6 56 95 104 255

Percent 22.0 37.3 40.8 100.0

Valid Percent 22.0 37.3 40.8

100.0 (Source:

There are some customers who want to buy from the same shop in coming time and there are some who want to change the shop and still there are some of them who are not sure about their future plan about switching to another shop. Statistically, there are 21.96% of them who wanted to remain loyal to the same shop in coming time and the % of respondents who is planning to change is 37.25%. Majority (40.78%) of them are not sure about such plan in future.

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Table 4.7 Perception

Valid

Excellent Good Bad Total

Frequency 96 121 38 255

Percent 37.6 47.5 14.9 100.0

Valid Percent Cumulative Percent 37.6 37.6 47.5 85.1 14.9 100.0 100.0 (Source:

Field) Figure 4.7

Above diagrams give information about the perception of customers towards establishment of new general shop in college area. There are 37.65% of the respondents feels that the idea is excellent one and there are 47.45 of them who perceive it to be god idea. And there are 14.90% of respondents feel it is a bad idea to do that. In general more than 85% of the respondents are with positive perception and less than 15% of the respondents are with negative perception.

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Table 4.8 Expectation Cumulative Percent 19.2 41.3 60.7 80.7 100.0 (Source: Field) Figure 4.8

Valid

Transparency Credit Facility Low Cost Better Services Varieties of Items Total

Frequency 118 136 119 123 119 615

Percent 19.2 22.1 19.3 20.0 19.3 100.0

Valid Percent 19.2 22.1 19.3 20.0 19.3 100.0

In the world of business, customers are the king and they have lots of expectations from the business serving them. So in this case, customers tend to keep some expectation in the area like transparency, credit facility, cost, services and choices. There are 19.19% of respondents who is expecting transparency in new general shop. They wanted their credit account to be transparent and there are 22.11% who is expecting better credit facilities. % of respondents who expect new general store to charge lesser price on the goods and services provided by business people is 19.53%. Still there are 20% of them who expect better services and 29.35% who expect new store to keep verities of items in the shop.

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4.2 Testing of Hypothesis The hypothesis that has been reflected under chapter one has been tested using Chi-square with confidence level 5% i.e. (0.05) and the decision to accept it or reject it has been made under this section. Hypothesis 1
H0: Students perceive that the items that they purchase from zero market is expensive H1: Students perceive that the items that they purchase from zero market is not expensive

Table (A): observation frequencies by using crosstab (Shops * Price Cross tabulation) Price Total Reasonable High 56 23 82 100 26 126 19 10 29 16 2 18 191 61 255 (Source: Field)

Shops

Options Zeko Dawa Tshering Other Shop

low 3 0 0 0 3

Total Chi-Square Tests

Pearson Chi-Square Degree of freedom = 6

Value 11.694

Df (Degree of Freedom) 6

Computed value = 11.694 Tabulated value = 12.5916

For this study researchers have taken the null hypothesis stating that Students perceive that

the items that they purchase from zero market is expensive against the alternative
hypothesis Students perceive that the items that they purchase from zero market is not

expensive. The respondents opinions from the questionnaire are analyzed and are
represented in the table A. The calculated value of chi-square is (11.694) is less than its

critical value (12.5916). So the null hypothesis is accepted and researchers have concluded that the items that students purchase from zero market are expensive.

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Hypothesis 2
H0: Students who purchase from Zero Market are not satisfied. H1: Students who purchase from Zero Market are satisfied.

Table (B): observation frequencies by using crosstab (Shop * Satisfaction Cross tabulation) Satisfaction Options Zeko Dawa Tshering Other Shop Total Highly Satisfied 3 13 3 0 19 Satisfied 31 67 9 16 123 Neutral 39 34 15 0 88 Not Satisfied Total 9 82 12 126 2 29 2 18 25 255 (Source: Field)

Shop

Chi-Square Tests Value 30.296 Df( Degree of freedom) 9

Pearson Chi-Square Degree of freedom = 9 Computed value = 30.296 Tabulated value = 16.9190

For this study researchers have taken the null hypothesis stating that the students who purchase from Zero Market are not satisfied against the alternative hypothesis the students who purchase from Zero Market are satisfied. For this study the respondents opinion from the questionnaire are analyzed and are represented in the table B.

In this case, the

calculated value of chi-square is (30.296) is more than its critical value (16.9190), thereby the null hypothesis is rejected and researchers conclude that the students who
purchase from Zero Market are satisfied.

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Hypothesis 3
H0: Student perceptive that establishing of Grocery store in college campus is good

idea.
H1: Student perceptive that establishing of Grocery store in college campus is good

idea. (C): observation frequencies by using crosstab (Perceptions * Expectations Cross tabulation) Expectations Credit Low Facility Cost 27 22 7 56 14 26 9 49 Total Better Services 25 21 5 51 Varieties of Items 14 27 9 50 (Source: Field) 96 121 38 255

Options Transparency Percepti ons Excellent Good Bad Total Chi-Square Tests Value Pearson ChiSquare 10.054 16 25 8 49

Df ( Degree of freedom) 8

Degree of freedom = 8 Computed value = 10.054 Tabulated value = 15.5073 For this study researchers have taken the null hypothesis stating that Student perceptive that establishing of Grocery store in college campus is good idea against the alternative hypothesis Student perceptive that establishing of Grocery store in college campus is not a good idea. For this study the respondents opinion from the questionnaire are analyzed and are represented in the table C. Since the calculated value of chi-square is (10.054) is less than its critical value (15.5073), the null hypothesis is accepted and researchers concludes students perceive that Students perception towards the establishing of Grocery store in college campus is good idea.

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4.3. Price list of retailers in Gedu market i.e. (Zeko and Dawa General Shop) and Wholesalers in Phuntsholing market i.e. (Shan Company, Kapal Grocery and Chotala Grocery) Grocery Items Sl. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Item Noorjahan Gold coin Gulista (basmati) Lion basmati Bok Refine (natural gold) Gold Refine Sunflower Refine masterd Oil Fortune Milk Powder (everyday) Nescafe Classic Coffee Horlicks(junior) Maggi Amul Butter Amul Cheese Amul Taaza Britannia Cheese Sugar (pckd) Redlebel Tetley Soyabean Sauce Totato Sauce Pickle Moosoordal Golden crown mushroom tin Golden crown panner Golden crown fruit cocktail Golden crown cream Golden crown rusgulla Qty 50kg 25kg 25kg 25kg 10kg 1 ltr. 5ltrs 1ltr 1ltr 800gm 50gms 500gms 1pkt 500gms 1kg 1ltr 1kg 1kg 250gm 1box 1 bottle 1 bottle 400gm 1kg 1 tin 1 tin 1tin 1 tin 1 tin Retailers Price 1000 550 800 620 550 75 360 105 85 253 90 170 10 142 356 45 320 45 77 100 57 77 42 60 130 155 90 160 120 Wholesalers price 880 443 775 535 350 70 350 88 79 230 72 148.15 9.17 135 249 42 297.91 36 71.25 83 38 57 31.75 46 94 121 61.5 122 99.6

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Sl. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Item Tissue paper Nepal soap White soap Vim (small) Lifebuoy Pears Dettol Lux Dabor red Harpic Fenol Lyzol Mortein Colgate Close up Pepsodent Dabur

Bathroom Stationeries Qty Retailers Rate 1 roll 1pcs 1 pcs 1 pcs 1pcs 1pcs 1pcs 1pcs 200gm 500ml 500ml 500ml 200ml

Wholesalers Rate

25 7 10 10 10 27 20 23 60 54 45 55 125 15 15 75 15

14.75 5.5 7 4.63 9.11 13.88 17 9 56.6 50.92 13 49.1 50 13.64 13.64 56.6 12.72

Table 4.10 From above list of products in table 4.3, it is noticeable that the price charged by the retailers in Gedu Market is higher than that of the actual price that has been charged by the wholesalers in Phuntsholing market. For insatnce, for 1 bag of rice of 50kg, retailers charges more than Nu.1000 but wholesalers charge them only Nu.880 indicating higher amount of profit. As such there are many products where there is vast difference in price charged by retailers and wholesalers.

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CHAPTER FIVE FINDINGS & RECOMMEDATIONS 5.1 Findings 5.1.1. To find out the price differences between wholesaler and retailers It is found that most of customers visit general shops in the market regularly and these general shops are the one who drags highest number of local customers when compared to other shops like pan shop, hotel, garment shop, bakery and gift shop. They are found buying basic items such as rice, oil, salt, cheese, vegetables and so on. When coming to the price, the number of respondents who think price is low is nearly traceable and there are good number of respondents who feels price is high. This finding is further supported while testing the hypothesis with the statement, students perceive that the items that they purchase from zero market is expensive in which null hypothesis is accepted. It is true that respondents are unhappy with the price charged by the marketers out here in gedu. Researchers have founded that there is huge price difference between retailer at Gedu and wholesaler at Phuntsholing through personal interview 5.1.2. To find out the satisfaction level of students who purchase from Zero market. It is also found from this research study that the services provided by those general shops in the market is good. The customers seems to have no choice in the market and they are forced to depend upon those existing shops. Very few of them are found to enjoy the services thoroughlly. It is also found from the study that the number of customers who feels there is transparency in the accounts mentained by the shopkeepers in the market is very less there by indicating their discomfort over the accounts.

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There seems to be some flaw in the satisfaction of customers. Customers are satisfied with the goods and services provided by the shops in market but they are not fully satisfied. Very few respondents are found fully satusfied with their goods and services.

The above statement is also supported while testing the hypothesis, rejecting the null hypothesis i.e. Students who purchase from Zero Market are not satisfied
it is obvious that they are satisfied but the respondents have no choices.

5.1. To find out students perceptions towards the idea of establishing Grocery store in college campus Number of respondents who want to change the shop in coming time is the indication that the goods and services provided by existing shops have some flaw in it. It is found that the number of respondents who wants to change shops in future out numbers those who want to stick to same shops this is mainly because they found out the credit account mentained by shopkeeper is not secured. It is also found that the respondents are interested with the idea of coming up of new general store in college campus. The number of respondents who feels it to be good idea is relatively huge and thos who feel it to be bad idea is very less. So it is found that the establishment will be successful one. The above point is supported while testing the hypothesis accepting the null hypotesis i.e Student perceptive that establishing of Grocery store in college campus is good idea. The researchers interestingly found out that the respondents are expecting new stores to provide them with credit facitlities with full transparent at lower cost and they are expecting new store to provide them with bettere services. Most important of all that they expect new store to provide them with is the varities of choices

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5.2. Recommendations Following are the recommendations that the researchers can make for the above findings: Many of the GCBS customer feels that there is no tranparency in maintaning the credit account by Shopkeers, so therefore, researcher would like to recommend that the method they use in maintaing credit account should be change since, customers are feeling uncomfortable with that credit account that they maintain now. Many respondents responded that the price charged by them is high, so therefore we recommend that customer have rigth to check MRP for the product and have rigth to question, if they charged abnormal price. Through personal interview, reseatcher have found a vast difference in the price that they to their customer and price that they brougth from wholesalers in phuntsholing, so therefore researchers would like to recommend that price should be relatively lower. Since many of the respondents they suggested that establishment of store in college campus store is good idea, with this feed back the researchers are planning to

eatablished the store in the college for the benefits of entire college member. So therefore, business plan had been revealed in the CHAPTER 6 of this research work.

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CHAPTER SIX BUSINESS PROPOSAL 6.1. Name of the store: Well Done General Store As a solution to some of the problems that the researchers found out from the survey conducted within college individuals regarding performance of retailers in Gedu market, the researchers found out that it would be good to start one general store within college campus. The store is to be set up for the benefits of all individual; the proposed business name is Well Done General Store 6.2. Nature of the business: Grocery Store It has been found that the one that visits market is with the main intention of buying grocery items like vegetables, oil, salt and many more kitchen stuffs. The retailers who deal with grocery items are the one who drags major proportion of customers. So the nature of proposed business is a Grocery Store. 6.3. Location: Geaddu College, Chhukha The main location of the proposed business is at Gedu town in Chhukha District and its main aim is to cater to the needs of college students and staffs. 6.4. Motto: Customers First The proposed business is with the moto Customers First as the initiators are with the intention of serving customers with their full efforts and dedication. Satisfaction of customers will be taken care of and will always be respected. 6.5. Name of Partner The proposed business is an idea of five individuals of 7 th semester majoring in Marketing namely: Jigme Namgyel GC (1)/0800545 Pema Jamtsho GC (1)/0800517 Kinley Dorij GC (1)/0800672 Pema GC (1)/0800598 Sherub Denka GC (1)/0800527
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6.6. Targeted customers: College Students and Staff The main customers that the proposed business is targeting are the college students and staffs of Geaddu College of Business Studies. 6.7. Requirement Weighing machine It is one of the important requirements for the proposed business. The general store not only deals with grocery items like rice, oil, salt and etc, but it will also deal with vegetables and fruits. So weighting machine is required for the purpose of weighing those things. Furniture Furniture like table and chair is required for the purpose of conducting business. Store Room Store room is required so that the business can take place. It will be the place for business to operate. 6.8. Summary back ground of the business 6.8.1. Mission and vision Eat fresh and live healthy. Availability.

6.8.2. Objectives The main objectives of coming with such an idea are: 1. To render door to door service 2. To provide varieties of goods at reasonable 3. To provide credit facility to the students with transparency 4. The aim of this store is to not earn profit but we are aims for welfare for students and staff

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6.8.3. Justification for launching business

The reasons for establishing the store in college campus are as follows: 1. From the research that had been conducted, majority of the respondents insisted on the establishment of store in college campus and almost all of the respondents are encouraging the new idea to be implemented in the college 2. Marketing being the major of the researchers involved, the interest to implement general store practically in college campus aroused in the mind of researchers 3. It is found that the establishment of new store in college area is helpful as it is related sales management. 4. The researchers wanted to provide quality goods and services to all the family members of Gaeddu College of Business Studies at cheaper rate when compared to actual rate in the local markets. 6.8.4. SOWT Analysis The word SOWT stand for Strength, Opportunities, Weakness, and Threats, SOWT analysis helps business in matching its Strength and Weakness with Opportunities and Threats operating in an environment. 6.8.4.1. Strength Some of the strengths of proposed business are: 1) Providing verities of fresh vegetable at reasonable price. 2) Develop good relationship with customer. 3) To render excellent service. 4) To provide transparency in credit account.

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6.8.4.2. Opportunities Some of the opportunities of our business firm are: 1) To provide varieties products 2) To interview and ask question to customer with regard to the products we supply 3) To provide door to door service 6.8.4.3. Weakness It means limitation to establish our business firm. 1) Lack of Financial support. 6.8.4.1. Threats It means that the unfavorable situation and condition of our business, which will lead to loss and its a risky for the business in future. Some of the threats are as following: 1) Lack of the customer. 2) Competition from Zero and Laptshakha Market 6.9. Schedules for service time: Timing of New store Monday to Saturaday-1Pm 8Pm Every Day Sunday whole day till 6Pm

6.10. Door to Door Services The service of our store will be available in the following days for heavy products. Wednesday and Saturdays To render service we will arrange the delivery Van 6.11. Goods Procurement Plan We are planning to appoint our dealer in Phuntsholing.

6.12. Schedule for other goods procurement Once in the Month

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6.13. Schedule for Vegetable procurement Twice in the Week i.e. Wednesday and Saturday For the delivery of fresh vegetable, we are planning to appoint dealer other Dzongkhags and at local area.

6.14. Pricing Strategy of New Store The main aim of the new store is to provide discount of 30%, the new store will adopt following strategy. For example: Price of Noorjahan Rice at Gedu = 1000 Price of Noorjahan Rice at Phuntsholing = 880 Price difference = 120 = 120*30/100 = Nu. 36 (discount)

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CHAPTER SIX CONCLUSION This research study conclude that the pricing strategy adopted by in Gedu retailers is strange and many respondents feel that the price charged is high but service facilities provided by them is up the mark. Researchers found that many respondents were not happy with the credit facilities provided by the shopkeepers. Accountability and transparency play a vital role in this modern era; it is the responsibility of every business to do it in fair basis. There is a vast price difference, when compare to the price they charge to their customers and the goods they brought from wholesalers in the Phuntsholing. The vast difference in price for the product will be good opportunity for the researchers to start up with the new store at college campus. Many respondents suggest that the implementation of new store at college campus as a good idea and have planned to set up new store in college campus. The new store will focusing on new pricing strategy that will benefit the members of GCBS family with greater transparency in credit facilities and will render door to door service, enjoy it, if the proposal is accept by college management.

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Bibliography
Danzon, P.M., (1999). Price Comparisons for Pharmaceuticals: A Review of U.S. And Cross-National Studies Johnsen, T.A. & Olsen, and O.J. The relationship between wholesale and retail electricity prices to households in the Nordic countries Kothari, C.R. (2004). Research Methodology: Methods and techniques (2nd edition). New Delhi, India: New Age International Ltd. Lukas, Douglas, Measuring Your Business Efforts, retrieved from http://powerhomebiz.com/img_template/spacer_clear.gif, Retrieved on 04/09/2011 Martin, Ed. Guide to Small Business Retrieved from http://sbinformation.about.com/smallbusiness/sbinformation/library/weekly/aa070100 a.ht Retrieved on 21/10/2011

Richard R. Still, Edward W. Cundiff and Norman A.P. Govni (1996).Sales Management, Decisions, Strategies, and Case (Fifth Edition). New Delhi, India: India Private Ltd. Trotta, Gian . Modern Method meaning of restaurants to Measure Business Success retrieved from www.slideshare.net/Kamraan/measuring-business-success, Retrieved on 08/09/2011 Yen, Allan. Service Quality in a Chain-operated Steakhouse

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Appendixes:
Calculation of Sample Size Cochrans formula p = proportion, 50% p = 0.5 Margin of error = 5% q= 0.5 (q=1-p) d = 0.05 z = 1.96 Confidence level = 95% n1 = z2 (p*q) d2 = (1.96)2 * (0.5 *0.5) (0.05)2 = 384

GCBS students and Staff Self Catering Students = Staff = Therefore population (N) = Correction factor = n1 (1+n1/ N) = 384 (1+384/799) = 259 Therefore required is sample size = 25 670 129 799

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Questionnaires Dear respondent We the seven semester marketing students are doing research on module Sales Management on the topic A comparative study between wholesalers in Phuntsholing and retailers at Zero market (Dawa and Zeko General Shop): Focusing on selling price for the implementation of grocery store in college campus. we are mainly targeting our college students and staffs. So in this regard, we would like to seek your kind support and corporation for the success of our work. We assure you that the information that you provide will be utilized for our study purpose only and will remain confidential. Tick the following questions 1. As a buyer usually which shop do you visit? a. Zeko General Shop b. Dawa General Shop c. Tshering General Shop d. Other Shop specify 2. How do you feel about their price? a. Low b. reasonable c. High 3. How do you rate service they render to you? a. Excellent b. Good c. Average d. Bad

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4. Do you feel secure with the credit account which they mentioned? a. Yes b. No c. Cannot say d. To some extend

5. What is your satisfaction level till date? a. Highly satisfied b. Satisfied c. Neutral d. Not satisfied 6. What is your future plan about buying?(if you choose b please follow up Q8) a. Will buy from same shop b. Will change c. Not sure 7. Reason for changing the shop?

8. What is your perception towards establishing a General Store in college campus by our students? a. Excellent b. Good c. Bad

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9. What do you expect from General Store? (you can tick more than one) a. Transparency b. Credit facility c. Low cost d. Better services e. Varieties of item 10. Your opinion on new store.

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