1.

CONSUMER SURVEY

AIMS/OBJECTIVES

 Understanding Puducherry Restaurant Industry

 Understanding marketing strategy of.
 Consumer perception towards Indian Restaurants.
 To understand buying behavior of consumer.
 To understand image of Copper Point -GRT Vis-à-vis other brands.
 To recommend for future course of action.

METHODOLOGY

Research design: Descriptive research – also known as statistical research, describe data and
characteristics about population. Descriptive research answer the question who, what, where, when and
how.

Types of data collected

1. Primary data: Based on questionnaire, will be distributed among consumers &direct interview,
will be taken, to collect the data.

2. Secondary data: Collected from organization, articles, magazines, books & newspaper research
reports.

3. Sampling: Stratified sampling technique will be considered. A sample size of 830 consumers will
be selected from Puducherry to study. The process of grouping members of the population into
relatively homogeneous subgroups before sampling. Proportionate allocation uses a sampling
fraction in each of the strata that is proportional to that of the total population. If the
population consists of 60% in the male stratum and 40% in female stratum, then the relative size
of the two samples (three males, two females) should reflect this proportion.
 4. Sample size: 830 consumers having history of consuming beverage will be selected sample size
i.e. the total sample size will be 830 consumers. Than these samples were further divide into
sub-group based on their age, gender, etc.

5. Propose approach for future course of action is based on realistic information.

6. Project would be conducted in a particular area/zone i.e. Puducherry

LIMITATIONS

1. Time Constraints

2. Difficult to gather primary data as some of the respondents is not taking questionnaire seriously.

Team PRObit conducted the research on the above parameters and following were the research findings

1.

1.1. Customer Composition

1.1.1. Gender

 Gender No’s %
Male 532 64%
Female Gender of the consumer 298 36%
Total 830 100%

36%
Male
Female

64%
Observations

 Out of 830 consumers, 64% are males and only 36% are females.

1.1.2. Marital Status

Marital Status No’s %

Married Male 230 28%
Unmarried Male 302 36%
Married Female 140 17%
Unmarried Female 158 19%
Total 830 100.00%
 Marital Status
19%
28%

Married Male
17% UnMarried Male
Married Female
Unmarried
Female
36%

Observations

 The sample size were almost more than 15% in all the categories
 The growing trend of female professionals and the advent of the double-income
household are driving the restaurant industry in Puducherry.

1.1.3. Age Group

 Age Group No's %
13 or below 7 1%
14-20 83 10%
21-30 404 49%
31-45 217 26%
45-60 111 13%
60+ 8 1%
Total 830 100%

Age Group Of the Consumer

1% 1%
10%
13%

Below 13
14-20
21-30
31-45
45-60
Above 60
26%

49%

Observations
  Out of 830 consumers, Maximum number of people surveyed is between 21-30 years.

1.1.4. Occupation

Occupation Of the Consumer

1%

22%

Students
Professionals
Businessman
Service Man

59%
18%

Observations

 Out of 830 people 18% are professionals, 22% are businessman, 1% is serviceman, and
59% are students.
1.2. Customer’s Tastes & Preferences
1.2.1. Most Preferred Indian Cuisine

Order of Name of the Cuisine Hits

Preference
1 Chicken briyani 434
2 Idly 275
3 Dosai 254
4 Chicken lolly pop 237
5 Mutton briyani 227
6 Chicken 65 218
7 Oothappam 192
8 Pongal with vada 188
9 Parota 141
10 Meals(Veg) 133
11 Poori masala 125
12 Fried chicken 121
13 Butter chicken masala 116
14 Chicken curry 108
15 Prawn briyani 98
16 Fish curry 83
17 Grilled chicken 74
18 Vadai 69
19 Fish fry 68
20 Kabab 63
21 Fish fry 61
22 Sambar rice 61
23 Masal dosai 57
24 Veg briyani 53
25 Channa batura 48
26 Chicken gravy 48
27 Mutton curry 47
28 Chicken Manchurian 41
Chicken fried rice 39
29 Mutton fry 37
30 Chetinad chicken 31
31 Naan, Roti 25
32 Chicken tikka 21
33 Curd rice 20
 34 Prawn fry 18
Soups 18
35 Tandoori idly 17
36 Garlic chicken 16
37 Payasam 14
Mixed rice 13
38 Mushroom masala 12
Chinese noodles 12
Kaju masalas 12
Variety rice 12
39 Rava dosai 11
Cylon parota 11
40 Paper dosai 10
Egg omlet 10
Pizza/burger 10
41 Pepper chicken 9
Stuffed parota/naan 9
42 Dragon chicken 8
43 Sandwich 7
Roasted turkry 7
44 Aaloo masala 6
Mutton balls 6
45 Egg rice 5
Kadai chicken 5
Veg masala 5
Fresh Juice 5
46 Malai kofta 4
Bread omelet 4
Paniyaram 4
Coffee 4
Bonda 4
47 Mulu koli 3
Mushroom soup 3
Tangari chicken 2
48 Grilled prawns 2
Veg spring roll 2
Falooda 2
Spl meals 3
49 Duck chilli 1
Lychee Kulfi 1

1.2.2. Most referred Indian Restaurant

 Order of Name of the Restaurant No of Hits
Preference
1 Surguru 429
2 Aristo 227
3 Mass hotel 219
4 Anjappar 190
5 Hotel pondichery inn 141
6 Saravana bhavan 136
7 Seagulls 119
8 Satsanga 110
9 China town 109
10 Ginger hotel 109
11 Shanthi inn 97
12 Devi’s grand 78
13 Karaikudi 75
14 Le club 69
15 Blue dragon 66
16 Le cafe 65
17 Rendezvous 58
18 Calve 56
19 Ajantha sea view 47
20 Ashram dining room 46
21 Richmond 46
22 Hotel coromandel 39
Lotus comfort hotel 35
23 Executive inn 34
24 Ram international 28
25 Seaside Guest house 27
26 La Terass 27
27 Don Giovanni 25
28 Kamachi 23
29 Anugraha 23
30 Aditya 20
Sun park 18
31 Kailash 17
 32 Sathyam 17
Promenade 17
33 Sunway grt 16
34 Akshara 15
35 Le duplex 14
Anandham 12
36 Athithi 11
Jayaram 11
37 Ashok 10
Daily bread 10
38 Hot bread 9
39 Cascade 8
Anandha inn 8
Le Bistro 8
40 Sri krishna 7
Maison perumal 6
41 Bar qualithe 6
Corbelli 5
La Terrasse 5
Spice garden 2
Madame shanthe 1
Observations

1. The Most preferred Indian Restaurant goes to Hotel Surguru which provides the authentic
multi cuisine. The great ambience and live music makes it memorable & also it provides
an innovative menu item which mainly attracts the customers.
2. French Restaurants like Le club, Rendez-vous, Satsanga which provides French-Italian
cuisine were more likely popular in puducherry.
3. Of the top 10 preferred restaurants, 8 of them are Chain type and the other two being
stand alone.
4. None of them are specialty restaurants situated in Hotels, which shows the relative
importance of these restaurants and how they eat up the market share in Puducherry
Restaurant Industry.
5. The Preference of consumers towards Indian chain restaurants are on a spree rather than
specialty restaurants located in Hotels, which includes preferences of (High Net worth
individuals) HNIs as well.
1.2.3. Most Preferred Ocassion to Eat Out

Order of Occasions/Celebrations No of hits

Preference
1 Birthday 336
2 Anniversary 179
3 Reception 154
4 Wedding day 95
5 Weekends/holidays 78
6 Team out 66
7 Festivals 56
8 Shopping 45
9 Treat 45
10 Conference 36
11 Get together 32
12 Parties 19
13 New Year 16
14 Award celebration 15
15 Just for food 6
 Occasions/Celebrations of Eating Out
30
28

25
25

20

15
13

(%)
10

6 7
5 7
3 4 5
4
2 3
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Observations

 Approximately 30% of the population tends to go out to an Indian restaurant during a

birthday party followed by Anniversary function of 25%.
  Team outs ,Festivals and weekends altogether make almost 20% of the population
 The other occasions to which consumers often visit restaurant include while going to
shopping’s/outing, Treats and New Year bashes.

1.2.4. Most Preferred Facilities/Privileges Expected

Order of Facilities/Privileges No of Hits

Preference Expected
1 Entertainment 46
2 Parking space 35
3 Ambience 34
4 Dining space 34
5 Buffet 33
6 Hygiene 32
7 Banana leaf service 26
8 Party hall 26
9 Kids Zone 25
10 Purified mineral water 23
Clean restrooms 22
11 Finger bowl 20
Waiting lounge 19
Food consciousness 19
Quick serve
Candle light dinner/ 17
lighting
12 Disposable plates 16
13 Roof garden 16
Home delivery 15
14 Dine with wine 12
15 Full A/C 12
16 Chinese/Thai food 12
24/7 service 12
Cushion seat 10
17 Pool side 10
18 Gk information on wall 03
 Facilities/Priviliges
Home delivery
Roof garden
Quick serve
Purified/mineral water
Party hall
Parking Space
Kids Zone
Full A/C
Cusion seat
Gk information in wall
Buffet
Dine with Wine
24/7 service Facilities/prvileges
Candle light dinner/lighting
Waiting Lounge
Pool side
Dining Space
Food consciousness
Finger bowl
Entertainment
Disposable plates
Clean Rest Rooms
Chinese/thai food
Banana leaf serve
Ambience

0 5 10 15 20 25 30 35 40 45 50

Nos

Observations
  In the earlier days, Customers went to restaurants just to have good tasty food and don’t
expect much more from the restaurant
 But Now the Trend has changed, The customers wants more and more facilities and
privileges to compel him to eat in that particular restaurant
 This is evident from the fact that the customers tend to give more weightage to Ambience
followed by Ample Car Parking space and spacious dining area, where they don’t want to
be disturbed much.
 The interesting facilities the customers are Live Entertainment with a banana leaf service
and restaurants which has dining area in pool side and roof top.
 The other expected facilities’ include availability of Kids Zone, Party hall and providing
any other cuisines other than Indian at any time while placing the customer’s order.
 Now Customers were more likely to go for the Restaurants where buffet system is
available.

1.2.5.  Most Preferred Best Qualities / Attributes

Order of The Best Qualities /Attributes No of Hits

Preference
1 Taste 541
2 Quality 422
3 Ambience 316
4 Service 183
5 Neatness 162
6 Price 152
7 Variety 96
8 Hygiene 93
9 Quick response 37
10 Hospitality 35
11 Presentation 29
12 Décor 20
13 Good atmosphere 18
14 Homely food 18
15 Infrastructure 17
16 Location 8
 Best Qualities / Attributes
30

25

20

15

10
(%)
5

0
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Observations

 The Best Qualities attributable to a Indian Restaurant is topped by Taste with 25%,
quality by 20%, and ambience by 15 % and service by 10%.
 The other such facilities are Service, Price and variety which altogether makes 20% of
the population.

1.2.6.   Most Preferred Innovative Item

Order Of Name of the Items No of Hits

Preference
1 Tandoori Idly 28
2 Kids meal 21
3 Chicken kola urandai 14
beef with capsicum recipe 8
4 Business meals 6
Fatless food 3
 pasta 5
5 Kara dosai 3
Village food 3
6 Koli kolambu 2
7 Fruit salad 1
Veg salad 1
Palak dosai 1
Mysore bonda 1
Konda kadalai 1
Punjabi thali 1
Mutton loolipop 1
Potato idly 1
Wheat idly 1
Palak panner 1
Fish vadai 1
Blend masala chicken 1
Karuvadu kolambu 1
Pal kolukatai 1
Mutton bone soup 1
Aapam 1
Malabar fish curry 1
Panneer pulao 1
Cashew pulao 1
Prawn fried rice 1
Prawn keema 1
Puthina dosai 1
Cutlet 1
Banana puttu 1
Kashmiri pulao
Navarathan kuruma 1
Ragi dosai 1
Chilli cheese toast 1
Alwa 1
Mutton cutlet 1
Pidi kara kozhukatai 1
Sprouts 1
 Mutton balls 1
Keerai items 1
Chicken roll 1
Boiled veg food 1
Vatha kolambu 1
Moore kolambu 1
Nattu kozhi varuval 1
Nethili 65 1
Fish puttu 1
Ragi millet items 1
Mutton chuka 1
Pepper kolambu 1
Sweet apalam 1
Aaloo cheese balls 1
Coconut milk rice 1
Vazha poo vadai 1
Rasam vadai 1
Potato rice 1
Sago vadai 1
Romali roti 1
Mimni vadai 1
Sallad 1
Fruit rice 1
French rice 1
Chicken poppers 1
Chicken samosa 1
Garlic kolambu 1
Garlic bread 1

Observations

 The Most preferred innovative item seems to be the introduction of Tandoori idly in
restaurants followed by Kids menu.
 The Trend of Kids menu has started ,where in kids are given separate menus with far less
rate and quantity as compared to normal n\menus
  Few restaurants have even started giving kids card which offers discounts for kids, which
induces kids to pamper their parents to come again and again to the same restaurant.
 A large part of consumers feel that the restaurant if gives same menu at a better quality,
no such innovation is required.

1.2.7. Most Preferred Meal

 Meal most likely to eat at a No of Replies Percentage

Indian restaurant
Breakfast 101 7%
Lunch 757 50%
Dinner 636 42%
Beverages 12 1%
Total 1506 100%

Time for Eat out

1% 7%

Breakfast
Lunch
42% Dinner
Beverages

50%

Observations
  Approximately 50% of the customers eat out at the restaurant for lunch while other 42%
have dinner followed by Breakfast at 7%.
 All 7% of the breakfast share is solely captured by chain restaurants, while high class
restaurant provide breakfast as a complimentary to in house guests.

1.2.8. Most Preferred Indian Restaurant Model

  No of Replies (%)
Take Away Restaurants 81 8%
Seated Restaurants 811 85%
Drive Inn restaurants 67 7%
Total 959 100%

Most Preferred Restaurant Type

7% 8%

Take Away
Seated
Drive Inn

85%

Observations
  More than 80% of the population prefers to eat out rather than a drive in or a take away
restaurant type.
 This is due to the fact that customers typically want to have food in a seated capacity.
 The Take away which comprises 8% of the population caters 70% its share to homes
where food is not prepared and the rest towards the office goers.

1.2.9. Most Preferred Indian restaurant Service

  No of Replies Percentage
Self Service 31 4%
Waitress Service 818 92%
Dabbawala Service 38 4%
Total 867 100%

Most Preferred Restaurant Service

Dabbawala Service Self Service
4% 4%

Waitress Service
92%

Observations
  Approximately 92% of the population wants to have a waitress service

1.2.10.  Most Preferred to Go With

How do you usually go to the No of Replies Percentag

Indian Restaurants? e
Alone 7 1%
Family 512 49%
Friends 464 44%
Group 66 5%
Total 1042 100%

66
Group

464
Friends

512
Family

7
Alone
Observations

 It has now become a norm to go with a group of people to restaurants rather than go alone
only for a good meal.
 The Main Reason why consumers tend to go out with a group is as follows

“It’s nice to be able to look at a menu, pick anything you want on it, and someone brings it to you and
cleans it up afterward.  For many people, it alleviates the burden of housework as well.  For students,
going out to eat is about the only luxury that they can afford! While sitting at a private table, waiting on
a meal, guests can focus entirely on conversation.  This is why people go out to restaurants on dates.   A
restaurant provides the setting for the perfect mini-vacation, just a short drive away”

 Almost 50% of the population prefers to go with their family, followed by 44% opting to
go with their friends.

1.3. Frequency
1.3.1. Frequency of eating out monthly

No of Replies Percentag
e
Rarely,0-1 times 166 20%
Sometimes,2-4 times 504 61%
Frequently,5-9 times 130 16%
Very Frequently,10+ 30 3%
Total 830 100%
 Frequency of Visiting South Indian Restaurant

Above 10 times

5-9 times

2-4 times

Below 1 time

0 10 20 30 40 50 60 70

(%)

Observations

 Approximately 81% of the population eats out at least once a month.

 Approximately 61% of the population prefer to eats out twice a month.
 Approximately 16% of the population (who eat out at least once in a month) has eaten out
at least 5-9 times in a month, whereas almost 3% has eaten out more than 10 times in a
month. This has led to a higher demand in the restaurant industry in Puducherry.

1.4. Influential Factors

1.4.1. Healthy foods

Are you interested in eating No %

healthy in Indian of
Restaurants? Hits
 Yes 517 69%
No 110 7%
Somewhat 203 24%
Total 830 100%

Interested in Eating Healthy

24%

Yes
No
Somewat

7%

69%

Observations

 Almost 70 % of the population prefers to have healthy recipes in their menus.

 With the increase of brain storming stress in IT Jobs and working long hours on the
computer, the increase of diet consciousness and fitness regime has become the order of
the day.
 For e.g. Brittania biscuits and Maggi Noodles, which till date were sold only as
commercial products, have started campaigning themselves as products which empower
more health to the consumers.
1.4.2.   Importance of ‘Kids /Senior Citizen’s Menu

Do you find that having a 'Kids Menu' or No of (%)

“Senior Citizen Menu” at Indian Restaurants Replies
useful?

Very Useful 366 44%

Somewhat Useful 277 34%
Not Useful 85 10%
Not available 102 12%
 Total 830 100%

Availabilty of Kids/Senior Citizen in South Indian

Restaurant
Not Available
12%

Not Useful
10% Very useful
44%

Somewat Useful
33%

Observations

 Approximately 78% of the population find the Kids /Senior citizen’s Menu useful , while
the other 22% neither feel it useful nor its available in the restaurants
1.4.3. Loyalty Programs

 Do you Like loyalty Programs No of Replies (%)

Yes 591 71%
No 239 29%
Total 830 100%

Preference to Loyalty Programs

29%

Yes
No

71%

Observations

 Approximately 71% of the population prefer to have a loyalty program in a restaurant

 Today’s consumers are more savvy and sophisticated than ever. They expect loyalty
programs to offer:
  Easy participation

 Instant rewards

 Flexible rewards

 Fast accumulation of rewards

 Rewards claimed at any participating establishment

 Special offers

 Instant win opportunities

 Not only this ,Restaurants using Gift and Loyalty Card Programs report increased:

 Guest Satisfaction
 Repeat Visits
 Sales
 Profits

1.4.4. Entertainment 

Do You like Entertainment in a No of Replies (%)

Indian Restaurant?
Live band 339 23%
Show Television Monitor 412 29%
Recorded Music 621 43%
All the above 72 5%
Total 1444 100%
 Entertainment Preferred in South Indian Restaurant
700

600

500

400

300

200

100

0
Live Band TV Recorded Music All the Above

Observations

 Off all the entertainment modes a restaurant can provide, approximately 43% of the
population listens to recorded songs and about 29 % are glued to Television monitors
kept in the restaurants
 The live band comprises 23% and about 5 % of the population prefers all the
entertainment provided to them in a restaurant.

1.4.5. Importance of Price

 How important is the price of No of Replies (%)

 the food at Indian Restaurants
to you?
Important 504 61%
Somewhat Important 220 27%
Not Important 106 12%
Total 830 100%

Importance of Price while Eating Out

600

500

400

300 504

200
220
100 106

0
Important Somewhat important Not Important

Observations

 The consumers have become more spend thrift nowadays with almost 60% of the
population weight more importance and other 27% feeling somewhat important (who feel
that price needs to be moderately priced as per the taste and quality the restaurants
deliver).
 Just 12% of the population prefers to pay anything if it fits their taste and provides variety
from their routine foods.
1.4.6.   Attraction towards Discount

 Do special offers on meals and No of Replies (%)

prices attract you to a Indian
Restaurant?
Yes 331 40%
Sometimes 294 35%
No 205 25%
Total 830 100%

Attraction Of Discounts
40
40
35
35
30
25
25
20
(%)
15
10
5
0
Yes
Sometimes
No

Observations

 Approximately 75% of the population are attracted towards the discounts provided by the
restaurants
 The rest 25 % strongly feel that the providing discount in restaurants is just a trick to
make them eat out.

 
1.4.7. Price spent on a Quality Indian Meal

 How much are you willing to No of Replies (%)

pay for a quality Indian Meals
per person?
Below Rs.200 445 54%
Rs.200 - 400 282 34%
Rs.400-650 79 9%
Above Rs.650 24 3%
Total 830 100%

60

50

40

(%) 30 53

20 34

10
9
3
0
Below 200 200-400 400-600 Above 650

Amount spent for a Quality Meal

Observations
  Approximately 54% of the population prefers to pay less than Rs.200 for a quality meal
followed by 34 %, paying between Rs 200 and Rs 400.

1.4.8. Wish list for a Indian Restaurant

The orders of preference of a wish list as pointed out by the customers are as follows

Name of the Restaurant No of Hits

Car parking 59
Cleanliness 41
Lowest Rate 36
Hygiene 30
Good food 28
Fast service 22
Use banana leaf 17
Roof Garden 15
Increase Quantity 14
Kids Zone 14
Diet menu 14
Ordering through touch screen 10
Hospitality 07
Loyalty programs 07
Buffet 07
Reduce oil 05
Home delivery 04
 Wish list for a Indian Restaurant
70

60

50

40

30

20

10

0
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MAJOR FINDINGS

1. Out of 830 consumers, 64% are males and only 36% are females.
2. The growing trend of female professionals and the advent of the double-income
household are driving the restaurant industry in Puducherry.
3. Maximum number of people surveyed is between 21-30 years.
4. Out of 830 people 18% are professionals, 22% are businessman, 1% is serviceman, and
59% are students.
5. The Most preferred Indian Restaurant goes to Surguru which provides the authentic multi
cuisine.
6. The Preference of consumers towards Indian chain restaurants are on a spree rather than
specialty restaurants located in Hotels, which includes preferences of (High Net worth
individuals) HNIs as well.
7. Approximately 28% of the population tends to go out to a Indian restaurant during a
birthday party followed by functions such as Anniversary, Reception & wedding.
8. The consumers tend to give more weight age to Ambience followed by Ample Car
Parking space and spacious dining area, where they don’t want to be disturbed much.
9. The interesting facilities the customers are Live Entertainment with a banana leaf service
and restaurants which has dining area in pool side and roof top.
10. The Best Qualities attributable to an Indian Restaurant is topped by Taste with 25%,
quality by 20%, ambience by 15% and Service by 9 %.
11. Almost 90 % of the population prefers to have healthy recipes in their menus.
12. Approximately 78% of the population find the Kids /Senior citizen’s Menu useful , while
the other 22% neither feel it useful nor its available in the restaurants
13. Approximately 50% of the customers eat out at the restaurant for lunch while other 42%
have dinner followed by Breakfast at 7%.
14. More than 80% of the population prefers to eat out rather than a drive in or a take away
restaurant type.
15. The Take away which comprises 8% of the population caters 70% its share to homes
where food is not prepared and the rest towards the office goers.
16. Approximately 92% of the population wants to have a waitress service
17. Almost 50% of the population prefer to go with their family , followed by 44% opting to
go with their friends
18. Approximately 71% of the population prefer to have a loyalty program in a restaurant
19. Approximately 81% of the population eats out at least once a month.
20. Approximately 61% of the population prefer to eats out twice a month.
21. Approximately 16% of the population (who eat out at least once in a month) has eaten out
at least 5-9 times in a month, whereas almost 3% has eaten out more than 10 times in a
month. This has led to a higher demand in the restaurant industry in Puducherry.
22. Off all the entertainment modes a restaurant can provide, approximately 43% of the
population listens to recorded songs and about 29 % are glued to Television monitors
kept in the restaurants
23. The consumers have become more spend thrift nowadays with almost 60% of the
population weight more importance and other 27% feeling somewhat important (who feel
that price needs to be moderately priced as per the taste and quality the restaurants
deliver).
24. Approximately 75% of the population are attracted towards the discounts provided by the
restaurants
25. Approximately 54% of the population prefers to pay less than Rs.200 for a quality meal
followed by 34 %, paying between Rs 200 and Rs 400.
SUGGESTIONS

On the basis of the above study following suggestions can be given:

1. Perform a detail demand survey at regular interval to know about the unique needs and
requirements of the customer.

2. The company should make hindrance free arrangements for its customers/retailers to make any
feedback or suggestions as and when they feel.

3. The company should focus to bring some more flavors and variety of schemes rather then bring
second and repeat same old one. It is always better to be first than being better.

4. The company must be aware of and keep at least the latest knowledge of its primary
competitors in market and try to make perfect anticipated efforts to meet the same.

5. The company should also use time to time some more and new attractive system of word of
mouth advertisement to keep alive the general awareness the whole market as whole.

6. The company should be always in a position to receive in a continuous feedback and suggestions
from its customers/consumers as well as from

7. The market and try to solve it without any delay to establish its own credibility.

8. The visibility of any product plays an important role in making the customer, aware about it and
is vital for the growth and development of any product.

9. For their advertisement they can also introduce a brand ambassador, because most of the
consumers remember advertisement because of their brand ambassador.

A strong watch should be kept on distributors also, because in some cases they are found to be cheating
the retailers and affecting the goodwill of the BRAND.