A Study on Distribution Channel Effectiveness and Retail Practices of ITC Personal Care Products in Chemist Outlets, Trichy

1.Ms. R. Javi Prabha MBA, NET Asst Professor

School of Management, Dhanalakshmi Srinivasan University, Tiruchirappalli -621112

Email: javiprabha.son@dsuniversity.ac.in

2.B. Vinith, A-11724500114, II - MBA

School of Management, Dhanalakshmi Srinivasan University, Tiruchirappalli -621112

Abstract:This study investigates the effectiveness of distribution channels and retail practices of ITC Personal Care Products (PCP) in chemist and cosmetic outlets in Trichy (Tiruchirappalli), Tamil Nadu. Based on primary data collected from 450 retail outlets through structured questionnaires, field visits, and direct interviews, the research identifies critical gaps in ITC's distribution coverage, product visibility, and retailer engagement. The findings reveal that 41.6% of surveyed outlets receive no or rare visits from ITC sales representatives, 37.6% carry none of the ITC PCP products surveyed, and 47.1% have never placed a single order for ITC PCP products. Statistical analysis — including One-Way ANOVA across 10 variables, Chi-Square hypothesis testing across five thematic groups, Pearson's correlation analysis, and weighted average ranking — confirms that these gaps are statistically significant and structurally driven. Competitor brands, particularly Dettol and Lizol, enjoy substantially higher retail penetration across all product categories. However, 60% of surveyed retailers expressed interest in stocking ITC PCP products, indicating a significant and addressable conversion opportunity. The study concludes with seven actionable recommendations centred on strengthening sales force coverage, improving trade margins, executing structured merchandising programmes, and investing in consumer brand-building to enable ITC to substantially improve its market penetration in Trichy.

Keywords: Distribution Channel Management, Retail Practices, FMCG, ITC Personal Care Products, Savlon,Nimyle, Chemist Outlets, Trichy, Competitor Analysis, Trade Margins, Sales Force Coverage, MarketPenetration