STAKEHOLDER'S PERCEPTION REGARDING FACTORS RESPONSIBLE FOR CREATE BULLWHIP EFFECT IN THE CONSUMER MARKET

Abstract

Purpose- An important aspect in supply chain management, the bullwhip effect, suggests that fluctuation in demand increases as one moves up a supply chain. The target of this research is to benchmark or quantify the existence of bull whip affect in companies and if successful then leaping ahead on how to reduce this effect. In this paper research is being done through wholesalers, retailers and SCM Managers. Their perceptions on bullwhip effect and its factors Methodology/Sample- This research involves use of questionnaire disseminated personally to wholesalers and retailers. Fifty questionnaires have been distributed to wholesaler and retailer. The respondents belong to different companies, social classes and areas of residence. We have selected departmental stores and the target respondents from city of Karachi. The collected data has been passed through t test, frequency distribution and pie charts. The collected data has been analyzed to stakeholder's perception regarding factors responsible or create bullwhip effect in the consumer market Findings- The analysis and t test has clearly resulted that supply matrices has play a vital role to retain and improve the stakeholder's perception regarding factors responsible for create bullwhip effect in the consumer market in industry of Pakistan Practical Implications- This research will help the SCM Managers to set appropriate Stakeholder's perception regarding factors responsible for create bullwhip effect in the consumer market. So that the effectiveness of supply chain could be achieved.