Identifying Factors Affecting to Retailer-manufacturer Relationship Continuity Special Reference to Cosmetics Market in Kandy District

Abstract

Aims: A key issue in the field of relationship marketing is developing and sustaining relationship continuity. By this study retailers and manufacturers can recognize the factors that effect on their relationships and those findings can use to meet their desired relational benefits. The main purpose of this study was to examine the factors affecting to retailer-manufacturer relationship continuity among cosmetic market in Kandy district. Study Design: The descriptive survey design and cross sectional analysis were used to analyse the data. Place and Duration of Study: This study was based on individual retailers who retail cosmetics products in Kandy district identified as the sampling element of the research. Research was conducted from August 2017 to February 2018. Methodology: A quantitative cross-sectional survey was conducted using a sample of 250 cosmetic product retailers. Convenience sampling method was used. The descriptive statistics, correlation and regression analysis were used to analyze the data. Results: The results revealed that significant positive impact exist between Trust, Commitment & Adaptation on Retailer-manufacturer Relationship continuity. According to the findings of this study, cosmetic manufacturers should remain focused on establish their relationship continuity with their manufacturer by maintaining better trust, commitment and adaptation strategies and also  it leads to gain better positive outcomes. Conclusion: Therefore it is reasonable to conclude that Retailer-manufacturer Relationship continuity can be created, reinforced and retained by developing Trust, Commitment & Adaptation strategies between Retailer-manufacturer.