• Version
• Download 16
• File Size 490.84 KB
• File Count 1
• Create Date 12 March 2026
• Last Updated 12 March 2026

The Impact of Retailer Relationship Management on Sales Performance in the Ceramic Tiles Industry

Mrs.S.Suganya1, Mr.S.Sudharsan2

1Assistant Professor, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-626005, India

22nd Year PG Student, Mepco School of Management Studies, Mepco Schlenk Engineering College, Sivakasi-626005, India

Abstract - This study focuses on understanding Impact of Effective Retailer Relationship on Tiles Sales Performance with the objective of analysing how retailer relationships influence tile sales performance and identifying key factors contributing to retailer satisfaction. The research employed a descriptive research design and utilized both primary and secondary data sources. Primary data was collected through structured questionnaires distributed to 100 retailers using a convenience sampling method within a specified period. Key objectives included evaluating the challenges in maintaining retailer relationships and proposing strategic improvements to enhance sales. The findings revealed that strong brand-retailer relationships significantly impact tile sales, with communication, promotional support, and timely delivery being crucial to retailer engagement. Furthermore, glossy and vitrified tiles were the most preferred types, indicating a trend toward aesthetics and durability. Challenges such as supply delays, poor communication, and competition were notable concerns. The study recommends improvements including dedicated relationship managers, digital marketing tools, and structured incentive programs. These findings provide valuable insights for tile manufacturers and distributors aiming to strengthen market presence through enhanced retailer collaboration and customer-focused strategies.

Key Words: Retailer Relationship, Tiles Sales Performance, Retailer Satisfaction, Brand–Retailer Relationship, Promotional Support.