Dr/ Nahid Fawi Assistant professor- University of Khartoum Mapping of Retailers marketing efforts profile in relation to Dairy products In Khartoum – Sudan   Dr/ Nahid Fawi Assistant professor- University of Khartoum

Retailing in Khartoum Retailers play the role of a “gatekeeper” within many product chains, connecting suppliers with consumers and being in direct contact with consumers they exert significant influence on what products consumers want to buy, in addition retailers can directly influence consumer choice at the sales point. In Khartoum the concept of traditional retailing has shifted into a modern era in the past few years thus presenting a new strength of the role that retailers can pursue in marketing , taking into consideration upgraded consumer choices and preferences.

Dairy products There are various dairy products in the Sudanese market ranging from locally produced to imported products. Milk and dairy products are an important item in the Sudanese cuisine and represent an important aspect of the country’s culture specially in weddings.

Objectives of the study To study how retailers contribute in the dairy value chain. To analyze retailers marketing efforts To elaborate the retailer’s role towards consumers and processors.

Methodology

KHARTOUM the capital of the Sudan is the largest residential area in the country, with a total population exceeding five million residents, is considered a major consumption centre for dairy products thus representing a focal market for dairy producers and consumers.

Medium standard subarea KHARTOUM STATE 135 Supermarket Below medium subarea 45 SAMPLES High standard subarea 45 SAMPLES Medium standard subarea 45 SAMPLES Data collection: Structured questionnaire Sampling : Stratified random sampling based on socioeconomic parameters Analysis: SPSS Time period : 2013-2014

RESULTS

Figure 1: Retailers purchase source

Table 1: Retailers promotional efforts Performance of promotional efforts Item % Perform promotion 17.8 Do not perform promotion 82.2 Reasons for not performing promotion Retailers depend on shop reputation 30.4 Producers already perform enough promotional efforts 42.2 Other reasons 9.6 No answer Types of promotional efforts Media 1.5 Brochures 2.2 Bill boards 3.7 Other promotional efforts 10.4

Table 2: Retailers marketing mix Packaging Promotion Place Price Item % 45.2 Extremely effective 39.3 35.6 31.3 37 43 27.4 29.6 Effective 2.2 3 3.7 No opinion 7.4 6.7 17.0 18.5 Not effective 6.5 8.2 7 13.3 Extremely not effective

Figure 2: Retailers pricing strategy

Table 3:Effect of salesmen on retailers purchase Item % Extremely effective 57.8 Effective 35.6 No opinion 0.8 Not effective 3.7 Extremely not effective 2.1

Recommendations Retailers should consider upgrading their marketing efforts through adoption of extensive communication and promotional efforts. Dairy product processors are urged to perform joint promotional efforts with retailers to enhance sales. Dairy product processors should implement retailers as a vital market research tool that assists both players in setting marketing goals and effective strategies. More research should be advocated for classifying and analyzing the role of the retailer system in Khartoum state.

Thank you for listening SUDAN