ASSESSMENT OF MANUFACTURER’S PERFORMANCE ON RETAILER’S ECONOMIC AND NON-ECONOMIC SATISFACTIONS: A VIEW FROM THE PERSPECTIVE OF THE RETAILERS IN PALAYAN CITY, PHILIPPINES

Abstract

Manufacturers should be able to understand how to meet the needs of retailers, and managing these factors helps them expand their enterprises. For many manufacturers and suppliers, maintaining the channels' long-term survival depends on meeting retailers' demands. With the given scenario, the researchers would like to determine the economic and non-economic satisfactions of the retailers in terms of the manufacturer's brand performance. This research study uses the descriptive method. This study was conducted in Palayan City province of Nueva Ecija, where the respondents can be found. Statistical tools such as percentage, frequency distribution, weighted mean, and thematic analysis were used in analyzing the data gathered. As to the results, the majority of the respondents were satisfied with the brand performance of the manufacturers, as it helped increase the sales of every retailer. In terms of the satisfaction of the retailers with the manufacturer’s brand performance, it is recommended that they identify the benefits that they will obtain from partnering with a manufacturer, since satisfaction does not always come from economic things but also from non-economic ones.