SATISFACTION OF RETAILORS OF AMUL WITH REGARDS TO ITS DISTRIBUTORS

AND SALESMEN’S BEHAVIOUR

SUBMITTED TO (OAKBROOK BUSINESS

SCHOOL)GUJARAT TECHNOLOGICAL

UNIVERSITY(MBA PROGRAMME)

DIPAL VORA (148320592064)UMANG TAPODHAN

(148320592093)

TOPIC TO BE COVERED INTERODUCTION & HISTERYS COOKIES AND TOAST SELLING

INCRISING RESEARCH MEDHADOLOGY DATA ANALYSIS & INTERPRETATION FINDING SUGGATION & CONCULATION SWOT ANYLYSIS BIBLIOGRAPHY

World's Largest

Milk product Brand

World's Biggest

Vegetarian Cheese

Brand

LARGEST FOOD BRAND AND BUSINESS IN INDIA

Fast moving consumer goods (FMCG) is the fourth largest sector in the Indian economy The overall FMCG market is expected to increase at a compound annual growth rate (CAGR) of 14.7 per cent to touch US$ 110.4 billion during 2012-2020

The FMCG sector has grown at an annual average of about 11 per cent over the last decade. Food products is the leading segment, accounting for 43 per cent of the overall market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market share.

There is a lot of scope for growth in the FMCG sector from rural markets with consumption expected to grow in these areas as penetration of brands increases

India is the world leader in milk production with total volume of 115 million tons. Driven by steady population growth and rising income, milk consumption continues to rise in India

INTRODUCTION

Dr Verghese Kurien, former chairman of the GCMMF -the man behind the success of Amul.

In the year 1946 the first milk union was established. This union was started with 250 litters of milk per day.

In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.

The GCMMF is the largest food products marketing organization of India. It is the apex organization of the dairy cooperatives of Gujarat.

It is the exclusive marketing organization for products under the brand name of Amul and Sager.

Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk products with millions of consumers in India.

Gujarat Cooperative Milk Marketing Federation Ltd.

INTRODUCTION

INTRODUCTION OF THE TOPIC

All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the supply chain. That is, it will be the distributer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every retailer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers to the supplier state of being adequately rewarded in a supplier situation for the sacrifices he has made one the retailer selling & use the product they may then become either satisfy or dissatisfied.

The result of satisfaction to retailer form the supplier of the product or services is that more favourable post-sell attitude, higher sell intention & brand loyalty to be exhibited that the same behaviour is likely to be exhibited in a similar selling situation.

The term ‘distributer’ is a typically used to refer to someone who regularly selling from a particular . retailer are people who are happy with the product & services & are willing to come back & pay for it again.

RESEARCH OBJECTIVE To know the amul cookies and toast

sealing increasing and market value . PRIMARRY OBJECTIVE Understand the supply chain of Amul To fined out the difficulty phase by retailers of

Amul To know awareness of retailer towards Amul

cookies and toast. To know the preference of Amul cookies &

toast with comparison to other competitive brands .

To know the factors which affects retailer buying behaviour

Research Design :Descriptive Data Collection Method: SURVEY Data Collection Tool: Through Questionnaire Contact Method: personal interview Sampling Unit:200 Sampling Method: Convenience PLACES OF STUDY The study was conducted in the retail outlets in SABARMATI,

CHANDKEDA, TRAGAD, MOTERA in the following areas Date Source : 1) Primary data: Through Questionnaire 2) Secondary data: (i) Information from the websites (ii) Textbooks on: Business Research Method, Marketing

Management by Philip Kotler,

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

SOURCES OF DATA Primary sources The primary data was collected through questionnaires. They were filled

using the scheduled method of data collection by the researcher. Secondary sources The secondary sources were used only for collecting information regarding

the sample; they were however not used for analysis LIMITATIONS OF THE RESEARCH :- The limitations of the research were as follows 1. Lack of proper experience on the part of the researcher in conducting

such studies in the past. 2. Time frame required was not enough to survey more number of outlets. ANALYSIS TECHNIQUES Quantitative analysis is performed using the data collected at each

outlet to estimate the presence of Amul product on retailer satisfaction survey.

Tools Utilized Percentage Analysis Graph Chart

Q.2 Category of Outlet ?

DATA ANALYSIS

Store No. of respondents Percentage %

General/provision 50 25

Kirana store 39 19.5

Chemistry store 5 2.5

Milk booth/dughdalaya

26 13

Mfs national/local 0 0

Sweet shop 19 9.5

Ice cream parlor 11 5.5

Pan plus 30 15

Apo 16 8

Semi wholesaler 4 2

TOTAL 200 100%

2.% of the respondents are semi wholesaler and 25% of the respondents are general/provision store. From the above table we can conclude that, the majority of the respondents were belongs to general/provision store.

Q.3 Location of Outlet ?

DATA ANALYSIS

Location of outlet No. of

respondents

Percentage %

Residential 102 51

Market Place 045 22.5

Bus stand 018 09

Highway 018 09

School Collage 007 3.5

Hospital 008 04

Amusement area 002 01

Total 200 100%

51% of the respondents are Residential area, 04% of the respondents are hospital, 01% of the respondents are amusement area, From the above table we can conclude that, the majority of the respondents were belongs to residential area

Q.4 Is it existing Amul outlet?

DATA ANALYSIS

Outlet No.of

represented

Percentage %

Yes 185 92.5

No 15 7.5

Total 200 100

As per the data 92.5% of the respondents yes , 7.5% of the respondents no. From the table we have conclude that majority of the respondents’ amul outlet.

Q.5. What Amul Products does it keep?

PRODUCT PERSANTAGE

PRODUCT PERASNTAGE

Pouch Milk 14.81 Ice-cream 02.47Butter 12.35 Ghee

(Amul/Sagar)13.58

Cheese 09.87 UHT (Tazaa/ Moti)

04.94

Shrikhand 05.80 Flavoured Milk(Kool/Cans/Buttermilk/Lassee/MilkShakes)

07.40

Pouch/Cup Dahi

11.11 Bread/Cookies 01.23

Fresh/frozen Paneer

05.92 Milk Powder(Amulya/Amulspray)

01.73

Chocolate/Chocomini/Chocozoo

03.08 Fresh Cream 03.70

Mithai(Mithaimate/Gulab Jamun/Kheer/Basundi)

01.97

TOTALE 100%

As per the data 14.51% of the respondents pauch of milk , 12.35% of the respondents butter. 13.58% of the respondents ghee. 1.23% of the respondents bread. From the table we have conclude that majority of the respondents’ amul milk.

Q.6 AWARE ABOUT AMUL COOKIES & TOAST?

Cookies No of aware Percentage%

Yes 120 60

No 80 40

Toast

Yes 70 35

No 130 65

As per the data 60% of the respondents yes for cookies , 40% of the respondents no for cookies. 35% of the respondents yes for toast , 65% of the respondents no for toast From the table we have conclude that majority of the respondents’ amul cookies and toast awareness .

Q.7 WHICH AMUL COOKIES AND TOAST AVAILABLE IN YOUR STORE?

COOKIES Percentage %

BUTTER 90

CHOCOLATE 7

COCONUT 3

TOTAL 100%

As per the data 90% of the respondents for butter cookies, 7% of the respondents for chocolate cookies 3% of the respondents coconut cookies , the availability on the basis of this data present on this chart.

TOAST Percentage %

JEERA TOAST 92.5

MILK TOAST 7.5

Total 100

As per the data 92% of the respondents for jeera toast, 8% of the respondents for milk toast , the availability on the basis of this data present on this chart.

Q.8 WHOUD YOU TAKE ORDER FOR AMUL COOKIES & TOAST

TAKE ORDER NO OF AWARE PERSANTAGE%

YES 60 30

NO 140 70

TOTAL 200 200

As per the data 30% of the respondents yes for take order , 70% of the respondents no for take order.

ANALYSIS OF PROBLEM:RESONE PERSANTAG%

REPLACEMENT PROBLEM 23%

NOT INTERASTED 17%

DUE TO PRICE DIFFERENCE

21%

AWERNESS NOT CONTINUS 42%

TOTAL 100%

As per the data 42% of the respondents to awareness not continues, 20% of the respondents no due to price difference. 16% of the respondents no due to not interested, 16% of the respondents no due to replacement problem

Q.9 WHICH OTHER COMPANIES COOKIES &TOAST ARE YOU SELL? COOKIES

COMPANIES Percentage%

BRITANIA 35

PARLE 30

SUNFEAST 20

OTHER 15

Total 100

As per the data 35% of the respondents for britania, 30% of the respondents for parle , 20% of the respondents for sun feast, 15% of the respondents for other company, availability on the basis of this data present on this chart.

TOASTCOMPANIES Percentage

BRITANIA 25

PARLE 20

EMPIRE 40

OTHER 15

TOTAL 100%

As per the data 25% of the respondents for Britannia, 20% of the respondents for parle , 40% of the respondents for sun empayer, 15% of the respondents for other company, arable on the basis of this data present on this chart.

First we would like to present our survey findings. The main findings of our survey

are as follows: 1. 2.% of the respondents are semi wholesaler and 25% of the respondents are

general/provision store. From the above table we have conclude that, the majority of the respondents were belongs to general/provision store.

2. 51% of the respondents are Residential area, 04% of the respondents are hospital, 01% of the respondents are amusement area, From the above table we have conclude that, the majority of the respondents were belongs to residential area

3. As per the data 71.35% of the respondents yes , 28.64% of the respondents no. From the table we have conclude that majority of the respondents’ amul outlet.

4. As per the data 14.51% of the respondents pauch of milk , 12.35% of the respondents butter. 13.58% of the respondents ghee. 1.23% of the respondents bread. From the table we have conclude that majority of the respondents’ amul milk.

5. As per the data 60% of the respondents yes for cookies , 40% of the respondents no for cookies. 35% of the respondents yes for toast , 65% of the respondents no for toast From the table we have conclude that majority of the respondents’ amul cookies and toast awareness .

FINDINGS:-

6. As per the data 90% of the respondents for butter cookies, 7% of the respondents for chocolate cookies 3% of the respondents coconut cookies , the available on the basis of this data present on this chart.

As per the data 92% of the respondents for jeera toast, 8% of the respondents for milk toast , the available on the basis of this data present on this chart.

7. As per the data 42% of the respondents to awareness not continues, 20% of the respondents no due to price difference. 16% of the respondents no due to not interested, 16% of the respondents no due to replacement problem

As per the data 30% of the respondents yes for take order , 70% of the respondents no for take order.

FINDINGS:-

cookies selling decisions are more decided by retailer selling the cookies, because she act as a invigilator, execute her decision and influence the same to the selling while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to concentrate more on the retailer and distributers suggestions for designing the marketing strategy, because of the selling incising the cookies and toast in the outlet is dominant, even in the various decisions.

Occupation of the user influences the selling decisions. The particular occupation plays a vital role in deciding the product or services. retailer segment are influencing more on amul cookies and toast. Therefore, an occupation is the factor influencing the amul cookies and toast product.

Income of the demand of the customer the retailer purchasing power is desided on the basis of the customer. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality of amul cookies and toast.

Since Amul is having loyal retailer and therefore should concentrate more on this factor through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the selling loyalty towards the Amul cookies and toast.

Cookies arability is not a continues in the supply to distributers and retailer the demand off only for the shortage.

retailer is influential, hence I suggest Amul to look after the dealers issue with due care.

SUGGESTIONS:

From the survey conducted it is observed that Amul cookies and toast

has a bad market share. From the study conducted the following conclusions can be drawn.

In order the dreams comes into reality and for turning liabilities into assets one must have to not meet the needs of the retailer.

The factors considered by the retailer before purchasing cookies & toast are not freshness, taste, thickness and availability is not good.

Finally I conclude that, majority of the retailer are not satisfied with the Amul cookies and toast of its good quality, reputation not good, not a easy availabilities. Some retailer are not satisfied with the Amul cookies & toast because of replacement problem, arability is not continues , spoilage and low shelf life etc. therefore, no if slight modification in the marketing programme such as dealers and outlets, no promotion programmers, product lines etc., definitely company can be as a monopoly and week market leader.

Amul has also to take very care of its competitors into consideration and more importantly its retailers before making any move.

CONCLUSION

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi.

  Periodical: Business World  Research Methodology: C.R.Kothari ,

2nd edition. S.N Murty and U Bhojanna

Website Address: www.amul.com

BIBLIOGRAPHY & WEBLIOGRAPHY

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