CRM And Customer Sustainability By Agrivendors

Marketing is to establish, maintain and enhance relationships with customers and other parties at a profit so that the objectives of the parties involved are met. This is done by a mutual exchange and fulfillment of promises. Modus operandii of the agrivendors is an area of elaborated study since the Customer Relationship Management (CRM) plays a very important role in the operations of these agrivendors. Further, relationship marketing is also sometimes referred to as defensive marketing – because it aims to defend existing clients from being poached by competitors, rather than aggressively hunt for new ones. What a layman understands from CRM is the overall behaviour, interaction and communication that any vendor exhibits with his customers to ensure business, its growth and sustainability. It is the process of creating and sustaining associations with potential customers and consumers. It is to be understood that, it is the apt use of CRM that an agrivendors sustains and grows. Especially, in markets of middle size towns customer relationship plays a vital role because the set of customers is similar in nature and; is fairly price and quality conscious and at the same time the competition is high. This study has been conducted to understand the CRM moves of the agrivendors. The basic objectives of the study have been to understand as to how the agrivendors manage to sustain and grow their customer base. This study was done on two sets of target populations one: the stationed agrivendors (183) and the mobile agrivendors (59). The methodology followed was of convenient sampling and a total of 242 respondents were interviewed individually. FGD’s of customers / consumers were also organized to get the feed back on the attitude and behaviour of the agrivendors and also on the parameters of reliability, cost efficiency and quality etc. The study also leads to an insight wherein the Agrivendors with either some modular planning and/or some modification in the state of the products get into better business opportunities. There are a couple of good examples to be sighted related to Customer Relationship of the Agrivendors and their business management.

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