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In marketing, dealers play a vital role in the promotion and the sales of the product. A producer cannot sell all his products directly to the consumer; he has to depend upon intermediaries to push, off, his products. A dealer is an intermediary who helps to market a product. A dealer is one who purchases and sells. This article mainly focuses on how the dealers perceive almonard fans from other competitor’s products. Significant variables selected into consideration. In this article, data collected from 65 almonard fans dealers in Chennai

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