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Background: Unlike other organized retailbusinesses agro retail business does not have any territorial rights to avoid competition. There are many new agro retailers who have entered the market and also the agromanufacturers by themselves have direct connect with these retailers to monitor the sales and movement of goods these days.
Purpose: The purpose of this study is to explore the promotional methods and strategies carried out by the agro retailers to influence farmers which results in repeat purchases.
Theoretical framework:‘The repeat purchase by a customer is due to the benefits that he or she seeks from the retailer and how the purchasing behavior of the consumer changes over the time’ by Jacob, Frank. (2014).‘Customer retention is concerned with the relationship between the customer and the retailer on a long term and a main outcome of it is customer making repeat purchases from the same retailer’ according to Sohail M.S. (2012).Thus a repeat purchase by a customer can be the benefits they get from the retailer or the relationship that the retailer maintains. So this study will compare the monetary benefits like credits, discounts and offers provided by the retailer with the relationship factor between the farmer and the retailer.
Objectives: To find out the various promotional factors by agro retailers to make farmers to revisit their shop for purchase. Secondly, to measures the effective promotional methods by agro retailers which results in more number of repeat purchases by the farmers Methodology: TargetTheni district has 94 villages. In which 120 farmers were selected through cluster random sampling.A questionnaire is developed to collect the primary data and also secondary data is collected to augment the information acquired through primary data for counsel Findings: The study discovers the effective promotional methods adopted by the agro retailers which make the farmers to do repeat purchases from their retail shop. This paper also deliberates the inference of the research discoveries and also provides few directions for future research with some limitations Research, Practical & Social implications:This study suggests the managers of agro manufacturers to design a marketing plan with effective road map of strategies and the findings of the study will be helpful for agro retailers to frame their marketing plan and budget accordingly in order to increase the customer loyalty. If all agro manufacturers, retailers and farmers go hand in hand then it might support the growth of agricultural sector in India Originality/Value: The study contributes to the research in rural marketing in two ways: At first, the methodological contribution, which is the introduction of monetary and non-monetary promotional approach in agro retail industry and secondly the theoretical contribution, which is uncovering of invisible value formation in the farmer retailer relationship.
