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GTU’s Enrollment No: 137690592055
A
SUMMER INTERNSHIP PROJECT
REPORT
ON
“Analysing Performance and Satisfaction of Channel Members
Associated with Distribution of AMUL Milk”
Study Based on Survey in Sabarkantha and Aravalli District
AT
(Sabarkantha District co-operative Milk Producers’ Union Ltd.)
Submitted By:
MODI YASHKUMAR P. (B-07)
MBA PROGRAMME 2013-15
Project Guide:
Prof. SWATI PATEL
In partial Fulfillment of the requirements For Summer Internship Programme For
the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS
MANAGEMENT AND COMPUTER APPLICATION (NICM-MBA)
Submitted to:
GUJARAT TECHNOLOGICAL UNIVERSITY
AHMEDABAD
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DECLARATION
This project report entitled “Analysing Performance and Satisfaction of
Channel Member Associated with Distribution of AMUL Milk – Study Based
on Survey in Sabarkantha and Aravalli District” has been submitted to
GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD in partial
fulfillment for the award of degree of Master of Business
Administration. I, the undersigned hereby declare that this report
has been completed by me under the guidance of
Dr.Y.J.BRAHMBHATT (Assistant General Manager, Legal & Marketing
at SABAR DAIRY) and Prof. SWATI PATEL (Faculty Member, Shri
jairambhai patel Institute of business Management & Computer
Application, Gandhinagar).
The report is entirely the result of my own efforts and has not been
submitted either in part or whole to any other institute or university
for any degree.
Name of the Student with signature/s: Modi Yashkumar P. GTU’s Enrollment No/s: 137690592055 Date: Place: Himatnagar
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PREFACE
Practical Study plays a vital role in the field of education. It has been introduced
for the students to get the practical knowledge along with the theoretical
knowledge; only bookish knowledge is not the right way of learning anything
especially for the management students. How management principles are
implemented in business can only be known through practical study, students
can be very well aware about industrial environment like problem,
opportunities, different situations etc. This helps the students to have a better
understanding and also give them a chance to show their skills and ability.
Doing this project helped us to enhance our knowledge regarding the field
work. Throughout the study we did undergo many new experiences related to
people’s opinions as well as their tendencies. Through this report we come to
know about importance of team work and role of devotion towards the work.
The basic objective behind doing this project is to gain knowledge about
distribution system and understanding distribution member of SABAR Dairy.
During this whole training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life. In todays globalize world, where
cutthroat competition is prevailing in the market, theoretical knowledge is not
sufficient. Beside this one need to have practical knowledge, which would help
an individual in his/her carrier activities and it is true that “Experience is best
teacher”.
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ACKNOWLEDGEMENT
It is almost inevitable to incur indebtedness to all who generously helped by
sharing their invaluable time and rich experience with me, without which this
project would have never been accomplished.
No task can be achieved alone, particularly while attempting to finish a project
of such magnitude. It took many special people to facilitate it and support it.
Hence, I would like to acknowledge all of their valuable support and convey my
humble gratitude to them. I would like to thank Prof. SWATI PATEL and all
other faculties of SJPI INSTIITUTE for their guidance throughout the
preparation of the Project and for their valued suggestion.
I express my sincere thanks to the management of “SABAR DAIRY” for
giving me this golden opportunity to work as a trainee in their company. The
guidance and support provided by the company have really made the training a
learning experience for me. This short period was full of rich experience, which
will definitely help me in my future career.
First of all, I would also like to thank to Dr. J. D. PATEL (General Manager,
Sabar Dairy) for giving me the permission for internship in Sabar dairy. I would
like thanking Dr. Y. J. BRAHMBHATT (AGM of Sabar Dairy) and also
thanking to Mr. CHETAN VADHERA (Marketing Manager) and other staff
member for their valuable guidance and encouragement.
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SR. NO. TOPIC DISCRIPTION
1. TITLE
“Analysing Performance and Satisfaction
of Channel Member Associated with
Distribution of AMUL Milk – Study
Based on Survey in Sabarkantha and
Aravalli District”
2. ORGANIZATION “Sabarkantha District Co-operative
Milk Producers’ Union Ltd”
3. OBJECTIVE
- To analyze the performance of
distributor and retailer.
- To measure the satisfaction level of
distributor and retailer.
- To know the in which area Amul
milk is sold in large quantity.
4. RESEARCH
METHODOLOGY
Exploratory and conclusive research
designs. Open and close ended and also
use the likert scale, non probability
sampling, convenience sampling.
5. RESEARCH
INSTRUMENT
Questionnaire, SPSS 16.00 version,
M.S. EXCEL ’07.
6. DATA ANALYSING Frequency Distribution, ANNOVA, One
sample t-test, factor analysis.
7. RELIABILITY
OF DATA
For Distributor 0.661 and
for Retailer 0.876
8. FINDINGS We found that Retailers are more
satisfied than the Distributors.
9. RECOMMENDATION
Provide the more training to those people
who are responsible for loading and
unloading process of milk and milk
products so as to decrease the damages
or leakages.
Improve thickness of polyethin of packed
milk.
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TABLE OF CONTENT
CHAPTER PARTICULAR PAGE
NO.
DECLARATION i
CERTIFICATE FROM COLLGE ii
CERTIFICATE FROM ORGANIZATION iii
PREFACE iv
ACKNOWLEDGEMENT v
EXECUTIVE SUMMARY vi
1. INDUSTRY & COMPANY PROFILE 1
1.1 Indian Dairy Industry - A Profile 2
1.2 Gujarat Dairy Industry – A Profile 3
1.3 Gujarat Co-operative Milk Marketing Federation - GCMMF 4
2. UNION PROFILE 6
2.1 Co-operative Union 7
2.2 Sabarkantha District Co-operative Milk Producers’ Union
Ltd. 8
3. LITERATURE REVIEW 12
4. RESEARCH METHODOLOGY 18
4.1 Research Objectives 19
4.2 Scope of Study 19
4.3 Justification of Title 20
4.4 Research Design 21
4.5 Sampling Method 21
4.6 Data Collection 23
5. DATA ANALYSIS 25
6. FINDINGS 82
7. CONCLUSION & SUGGESTION 86
8. BIBLIOGRAPHY 90
9. ANNEXURE 93
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LIST OF TABLE
TABLE NO. PARTICULAR PAGE
NO.
1.1 GCMMF – An Overview 5
2.1 Total Population, Milk Availability, per capita Consumption and Availability.
11
4.1 Channel Level 20
5.1.1 Reliability Test of Distributors 26
5.1.2 Gender of Respondents 27
5.1.3 Age Group of Respondents 28
5.1.4 Per Month income of Respondents 29
5.1.5 Retailers under the Distributors 30
5.1.6 Margin get from the retailer by the distributors 31
5.1.7 Quantity of Milk sold by distributors 32
5.1.8 Type of Milk sold by Distributors 33
5.1.9 AMUL GOLD 34
5.1.10 AMUL SHAKTI 35
5.1.11 Correlation Matrix 37
5.1.12 KMO and Bartlett’s test 39
5.1.13 Total Variance 40
5.1.14 Component Matrix 41
5.1.15 Rotated Component Matrix 42
5.1.16 Factors after factor analysis 43
5.1.17 One sample Statistics of What Qty. Of milk gets sold in your area?
44
5.1.18 One Sample T-test of What Qty. Of milk gets sold in your area?
45
5.1.19 One Sample T-test for Overall Satisfaction 48
5.1.20 One Sample Test of Overall Satisfaction 48
5.1.21 Descriptives of How Qty. Milk gets sold in your area 50
5.1.22 ANOVA for What Qty. of milk gets sold in your area? 51
5.1.23 ANOVA for rate dairy on the Scale of 1-5 52
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5.2.1 Reliability test of Retailer 54
5.2.2 Gender of Respondents 55
5.2.3 Age Group of Respondents 56
5.2.4 Per Month income of Respondents 57
5.2.5 Average Daily sales of the retailer 58
5.2.6 Margin gets From customer by retailer 59
5.2.7 Present sales rating of Retailers 60
5.2.8 If the answer is Unsatisfactory 61
5.2.9 Types of milk sold by retailers 62
5.2.10 AMUL GOLD 62
5.2.11 AMUL SHAKTI 64
5.2.12 Correlation Matrix 66
5.2.13 KMO and Bartlett’s Test 70
5.2.14 Total variance explained 71
5.2.15 Component Matrix 72
5.2.16 Rotated Component Matrix 73
5.2.17 Factors after factor analysis 74
5.2.18 One Sample T-test on Average Daily Sales 76
5.2.19 One Sample test of Average Daily Sales 76
5.2.20 Test of Homogeneity of variance 78
5.2.21 ANOVA for Average Daily Sales 78
5.2.22 Descriptive of Average Daily Sales 79
5.2.23 ANOVA for Rate Dairy on the Scale 1-5 80
6.1 Comparison of Overall Satisfaction 85
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LIST OF FIGURE
FIGURE NO.
PARTICULAR PAGE
NO.
5.1.1 Gender of Respondents 27
5.1.2 Age Group of Respondents 28
5.1.3 Per Month income of Respondents 29
5.1.4 Retailers under the Distributors 30
5.1.5 Margin get from the retailer by the distributors 31
5.1.6 Quantity of Milk sold by distributors 32
5.1.7 Type of Milk sold by Distributors 33
5.1.8 AMUL GOLD 34
5.1.9 AMUL SHAKTI 35
5.1.10 What qty. of milk gets sold in area 46
5.2.1 Gender of Respondents 55
5.2.2 Age Group of Respondents 56
5.2.3 Per Month income of Respondents 57
5.2.4 Average Daily sales of the retailer 58
5.2.5 Margin gets From customer by retailer 59
5.2.6 Present sales rating of Retailers 60
5.2.7 If the answer is Unsatisfactory 61
5.2.8 Types of milk sold by retailers 62
5.2.9 AMUL GOLD 63
5.2.9(1) AMUL SHAKTI 64
5.2.10 Average daily sales (in ltr.) 77
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 2
1. INDUSTRY PROFILE:-
1.1. Indian Dairy Industry -- A Profile:-
India is the largest producer of milk in the world with 112.5 million tone
productions in the year 2009-2010. The per capita availability of milk in India is
263 grams per day (source: NDDB, www.nddb.org/). Dairy co-operatives have
played an important role in the development of the Indian dairy sector by
linking smallholder dairy producers with the markets and providing fair-cost
and quality inputs and services to the producers. In India, co-operative dairies
procure about 14 per cent of the national marketable surplus and nearly 8 per
cent of total rural milk producing households covering around 21 per cent of the
country’s villages and 18 per cent of rural milk producing households (Sharma
and Thaker, 2010).
India’s dairy sector is expected to triple its production in the next 10
years in view of expanding potential for export to Europe and the West.
Moreover with WTO regulations expected to come into force in coming years
all the develop countries which are among big exporters today would have to
withdraw the support and subsidy to their domestic milk product sector. Also
India today is the lowest cost producer of per litter of milk in the world, at 27
cents, compared with the US’63 cent. Also to take advantage of this lowest cost
of milk production and increasing production in country multinational
companies are planning to expand their activities here. Some of those
milk producers have already obtained quality standard certificates from the
authorities. This will help them in marketing their products in foreign countries
in processed form.
The urban market for milk products is expected to grow at an accelerated
pace of around33% per annum to around Rs.83, 500 crores by year 2010. This
growth is going to come from the greater emphasis on the processed food sector
and also by increase in the conversation of milk into milk products. By 2010,
the value of Indian dairy produce is expected to be Rs 10, 00,000 million.
Presently the market is valued at around Rs7, 00,000mn.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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1.2. Gujarat Dairy Industry -- A profile:
Gujarat is the pioneer state in development of co-operative structure for
dairies. Gujarat constituted around 7.73 per cent of total milk production in
India. The Gujarat is ranked fifth among the states producing milk in India. The
present level of per capita availability of milk in Gujarat is much higher at 403
grams per day (third rank in India), which is well above the per capita
availability of milk of 220 grams per day as recommended by Indian Council
for Medical Research (Sharma and Thaker, 2010). The per capita monthly
expenditure on milk and milk products in Gujarat was 22.7 per cent in rural area
and 25.3 per cent in urban area as against 15.5 per cent in rural area and 18.8
per cent in urban area in India for the year 2006-2007 (Sharma and Thaker,
2010).
In Gujarat, there were 13,646 organised district co-operative societies
(DCS) centers in the year 2008-2009, constituting 2,839,000 farmer members
out of which 7,84,000 women members. As against the national average of 8
per cent, the share of milk procured by co-operatives in Gujarat was much
higher at 39 per cent and had increased significantly during 2000s. The share of
Gujarat in total milk procurement by co-operative dairies in India was the
highest at 32.90 per cent, followed by Karnataka (13.2 per cent) and
Maharashtra (13.1 per cent) during the year 2008-2009. Gujarat has increased
its share from 27.6 per cent in the 2001-2002 to 32.9 per cent in 2008-2009
(Sharma and Thaker, 2010).
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 4
1.3. Gujarat Co-operative Milk Marketing Federation
(GCMMF) :
Gujarat Co-operative Milk Marketing Federation (GCMMF) is the apex
body of all the co-operative dairies in Gujarat. Under GCMMF, 13 co-operative
dairies are operating with 19 dairy plants in Gujarat. Total milk procurement by
GCMMF was 3,050,000 tonnes in the year 2008-2009, which constituted 36.37
per cent approximately of the total milk production in Gujarat. The total average
daily milk handling capacity of GCMMF stood at 11,220 tonnes, while the total
daily milk collection was 8,400 tonnes for the year 2008-2009. GCMMF is
operating with 13,328 co-operative societies with around 2.79 million producer
members.
The co-operative structure aims at following features:
. Decentralized milk production by the small milk producers;
. Milk procurement by the village-level dairy co-operative societies;
. Centralized milk processing by the district-level unions; and
. Marketing of milk and milk products by the state-level federation.
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is
India's largest food product marketing organization with annual turnover (2013-
14) US$ 3.0 billion. Its daily milk procurement is approx 13.18 million lit
per day from 17,025 village milk cooperative societies, 17 member unions
covering 31 districts, and 3.23 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat,
popularly known as 'AMUL', which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money. It operates through 53 Sales Offices and has a
dealer network of 10000 dealers and 10 lakh retailers, one of the largest such
networks in India. (Tejas R. Shah, 2012) (Department of Animal Husbandry,
2013)
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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The Amul brand is not only a product, but also a movement. It is in one
way, the representation of the economic freedom of farmers. It has given
farmers the courage to dream. TO HOPE, TO LIVE.
GCMMF - An Overview1
YEAR OF ESTABLISHMENT 1973
MEMBERS 17 District Cooperative Milk Producers'
Unions
NO. OF PRODUCER MEMBERS 3.23 Million
NO. OF VILLAGE SOCIETIES 17,025
TOTAL MILK HANDLING CAPACITY PER DAY 23.2 Million liters per day
MILK COLLECTION
(TOTAL - 2013-14) 4.79 billion liters
MILK COLLECTION
(DAILY AVERAGE 2013-14) 13.18 million liters
CATTLE FEED MANUFACTURING CAPACITY 6190 Mts. per day
SALES TURNOVER
(2013-14) Rs. 18143 Crores (US $ 3.0 Billion)
[TABLE – 1.1]
1 AMUL. (2014). organisation. Retrieved july 07, 2014, from www.amul.com:
http://www.amul.com/m/organisation
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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2.1 Co – Operative Unions:-
Backward integration of the process led the cooperatives to advances in
animal husbandry and veterinary practice. The system succeeded mainly
because it provides an assured market at remunerative prices for producers' milk
besides acting as a channel to market the production enhancement package.
What's more, it does not disturb the agro-system of the farmers. It also enables
the consumer an access to high quality milk and milk products. Contrary to the
traditional system, when the profit of the business was cornered by the
middlemen, the system ensured that the profit goes to the participants for their
socio-economic upliftment and common good.
Recently the Indian cooperative movement got a much needed facelift.
With competition snapping at its heels, the sector which has been governed by
arcane laws until the recent past will seea special provision inserted in the
companies Act, 1956. All the cooperative unions will be re-christened
cooperative companies; they will come under the purview of the registrar of
companies, instead of the registrar of cooperatives.
Dairy cooperatives account for the major share of processed liquid milk
marketed in the country. Milk is processed and marketed by 170 milk
producer’s cooperative unions, which federate into 15 state co-operative milk
marketing federations.
The dairy Board’s programmes and activities seek to strengthen the
functioning of dairy co-operatives, as producer-owned and controlled
organizations. NDDB supports the development of dairy
cooperatives by providing them financial assistance and technical expertise, ens
uring a better future for India's farmers.
Over the years, brands created by cooperatives have become synonymous
with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka
(Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul
(Kolhapur) are among those that have earned customer confidence.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 8
2.2 Sabarkantha District Co-operative Milk Producers'
Union Ltd (Sabar Dairy) * :-
We are a district level Milk Processing Industry registered under Gujarat
State Co-operative Societies Act, 1964. We knew as the Sabarkantha District
Co-operative Milk Producers' Union Limited (Sabar Dairy), Himatnagar.
The farmers own the Dairy; their elected representatives manage the
Village Societies and the District Union. They employ professionals to operate
the dairy and manage its business. We aim to provide remunerative returns to
the milk producers and serve the interest of Indian consumers by providing
quality milk products through our Federation - M/s Gujarat Co-operative Milk
Marketing Federation Limited. We are an ISO-22000 & ISO-9011 certified
institution.
The Sabarkantha District Co-operative Milk Producers' Union Ltd was
established in the year 1964 by collecting raw milk from 19 primary co-
operative milk societies and supplying it unprocessed to Ahmedabad Municipal
Dairy. The milk union could not expand its activities for the first seven years
due to inadequate financial resources.
In the year 1971 under Operation Flood-I Programme me of Indian Dairy
Corporation (a Government of India undertaking) a dairy project was sanctioned
for handling 1.50 lakh litters of milk per day. The total cost of the dairy plant
was Rs.2.52 crores, which was received from the erstwhile Indian Dairy
Corporation through the Government of Gujarat.
The foundation stone of Sabarkantha District Co-operative Milk
Producers' Union Ltd was laid by Dr.Verghese Kurien, Chairman, National
Dairy Development Board on June 11, 1971. The reception and pasteurization
of milk was started on May 12, 1973 and condensing and spray drying plant
was commissioned in the year 1974. Under Operation Flood-II programmed the
dairy plant was expanded to handle 4.00 lakh litters of milk per day.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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The 1st chilling centre of the Union was established near Dhansura with
the financial assistance received from Small Farmers Development Agency. The
chilling centre was commissioned in October, 1976. The milk processing
capacity of this chilling centre was 30,000 litters of milk per day. The 2nd
chilling centre of the Union was established at Khedbrahma; one of the four
tribal talukas. The other three are Meghraj, Vijaynagar & Bhiloda. The chilling
centre was inaugurated by her Excellency the Governor of Gujarat State Smt.
Sharada Mukherjee in March 1979.
In October, 1976. The initial milk processing capacity of this chilling
centre was 25,000 litters of milk per day. The 3rd chilling centres of the Union
was established at Shamlaji, another tribal dominated area The milk processing
capacity of this chilling centres was 25,000 litters of milk per day.
The milk collection from Bhiloda and Meghraj talukas was processed at
this new chilling centre. Besides the above three milk chilling centres the Union
presently operates three other milk chilling centres at places like Bayad, Prantij
and Idar to cover all the milk collected from the entire district. Besides these
milk chilling centres, the Union also got installed Bulk Milk Cooling Units
(BMCUs) in large numbers to keep the sour percentage of milk to "zero" level.
STATEMENT2:-
MISSION *:-
“Make our milk producers self reliance and make milk products available
at affordable prices to the customer”
VISION *:-
“Make Sabar Dairy known for quality milk and milk products
universally”
2 Sabarkantha District Co-operative Milk Producers' Union Ltd. (n.d.). SABAR DAIRY.
Retrieved july 17, 2014, from www.sabardairy.org: http://www.sabardairy.org/
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 10
FOUNDER OF SABAR DAIRY3:
Late Shri Bhurabhai Patel
Late Shri Bhurabhai Kodidas Patel, a farmer from Prantij taluka of
Sabarkantha district was a great visionary. He had a dream of forming a milk
cooperative society with other farmers, who were the victims of exploitation by
the private milk suppliers and milk contractors in that time. He then with the
guidance and advice of Dr Varghese Kurien formed a milk cooperative society
and started collecting and supplying the milk to the municipal dairy at
Ahmedabad. The first such 20 societies were formed in different villages of
Prantij taluka. As more and more farmers came together in support of the
movement the need for a large scale milk processing facility was felt as the
Municipal Dairy at Ahmedabad, being a consumer oriented dairy, could not
accept all the milk procured from the district, and to process the milk by its
own, a milk processing dairy called the Sabarkantha District Co-operative Milk
Producers' Union Limited (Sabar Dairy) was taken birth.
3 http://www.sabardairy.org/AboutUs.aspx
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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Total population and milk production, per capita availability of milk
and per capita milk consumption in India, Gujarat, and Sabarkantha4:-
INDIA GUJARAT SABARKANTHA
TOTAL
POPULATION
1210.19
(In Millions)
(2001-2011)
6,38,52,652
(2001-2011)
24,28,589
(2001-2011)
TOTAL MILK
PRODUCTION
127.9 (Millions)
(Year 2011-2012)
9816.51(Tones)
(Year 2011-2012)
864.07(Tones)
(Year 2011-2012)
PER CAPITA
AVAILABILITY OF
MILK
290 Grams
( per day)
(2011-2012)
445 Grams
( per day)
(2011-2012)
258 Grams
( per day)
(2011-2012)
PER CAPITA MILK
CONSUMPTION
43.45 Grams
( per day)
(2011-2012)
56.9 Grams
( per day)
(2011-2012)
231 Grams
( per day)
(2011-2012)
[TABLE – 2.1]
4 Animal Hostel, . (2011-12). Milk Production According to NABARD Annual Report. New
Delhi, India: Agiculture Ministry.
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- 3PLSP (Third Party Logistics Service Providers) :-
Van Damme and Ploos van Amstel (1996): Explained that the door buy
decision is affected by evaluation of cost/service trade-offs. Cost associated
with performing logistics activities in-house and investment in capital assets is
traded-off against service provider fees. The decision process of outsourcing is
based on an evaluation of the costs and benefits of outsourcing (Hong, 2004;
Hoferet al., 2009). The major reasons cited for usage of 3PLSP services include
– cost reduction (27 per cent), strategic reasons (26 per cent), process
effectiveness (24 per cent) and lack of internal capability (11 per cent) (Sahay
and Mohan, 2003).
Lau and Zhang (2006): Found economic, strategic and environmental
benefits while using 3PLSPs. Three kinds of benefits can occur using 3PL:
strategy, finance and operations related (Selviaridis and Spring, 2007).
Outsourcing of non-strategic activities enables organizations to focus on core
competence and exploit external logistical expertise (Sinkand Langley, 1997).
The relationship with 3PLSP increases efficiency and effectiveness in
performance without investing in assets and new capabilities (Persson and
Virum, 2001). The contract logisticians convert a fixed cost into variable cost
for users (Hsiaoet al., 2011). Postponement is another benefit, which enhances
the ability of the firm to compete on time while remaining cost competitive
(Bhatnagar and Viswanathan, 2000).
3PLSP users can enhance their flexibility with regard to market (investment)
and demand (volume flexibility). In an era of increased competition,
globalization and the need for reduced order cycle time and inventory levels, the
firms can be more responsive to market situations based on effective logistics
alliances. Other benefits include reduction in inventory levels, order cycle time,
lead-times and improvement in customer service (Bhatnagar and
Viswanathan, 2000; Ratten, 2004).
Cochran and Raman jam, 2006). Gotzamaniet al.(2010) The use of 3PLSP
leads to variety of benefits including improved market performance,
competitive advantage, higher levels of customer service and improved cost-
effectiveness between the shipper and the carrier found that the use of 3PLSP
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leads to better quality management, which ultimately leads to improved
financial performance. The multiple customers can be approached, which
spreads logistics costs among wide number of customers, which provides the
benefit of economies of scale (Hsiaoet al., 2011).
Thaiet al.(2011) : Explain that the use of 3PLSP brings benefits in terms of
skilled logistics professionals. The recent literature has defined the major
benefits of using 3PLSPs in logistics management of firm like on time delivery,
correct delivery, cost consideration, inventory accuracy, quality of services,
flexibility, customization, shipments in terms of value/ volume, communication
system, sensitive information sharing, quick response, customer complaint, total
order cycle time, fill rate and use of technology (Mentzeret al., 2001;Lai, 2004;
Wilding and Juriado, 2004; Panayides, 2007; Rafiq and Jaafar, 2007; Qureshiet
al.,2008; Selviaridiset al., 2008; Chen, 2008; Kundhamraks and Hanaoka, 2008;
Kannan, 2009;Hartmann and Grahal, 2011; Largeet al., 2011; Rahman, 2011).
Bolumole,( 2001): One of the reasons given for limiting the extent of
outsourcing the strategic level activities is the retailers’ perception of the risks
of outsourcing, the most commonly cited was the increased dependence on
service providers One of the most obvious risks associated with using 3PLSP is
loss of control over the logistics function and loss of in-house capability and
customer contact. So generally companies employ mixed strategy regarding
logistics and retain important logistics activities (e.g. ordermanagement) in-
house (Wilding and Juriado, 2004). The lack of responsiveness to customer
needs is also one of the important problems in logistics outsourcing.
VanDamme and Ploos van Amstel, 1996): The cost reduction is not clearly
found out due to unrealistic fee structures of service providers (Ackerman,
1996). Cost saving evaluation can be difficult due to the shipper’s lack of
awareness of internal logistics costs. Other problems associated with 3PLSP are
inferior service performance, disruption to inbound flows, inadequate provider
expertise, inadequate employee quality, sustained time and effort spent on
logistics, loss of customer feedback and inability of 3PL providers to deal with
special product needs and emergency circumstances (Svensson, 2001). Certain
difficulties like lack of understanding of client’s supply chain needs, lack of
adequate expertise in specific products and markets, unrealistic customer
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expectations, inadequate description of services and service levels, lack of
logistics cost awareness by the client and lack of 3PL innovation are
impediments for designing and implementing 3PLSP (Ackerman, 1996).
DISTRIBUTION CHANNEL
The packaged milk is distributed via the distribution network through the city.
Sabar Dairy is used two level distribution system for distribute the AMUL milk.
[FIGURE – 3.1]
A channel of distribution can be defined as the collection of organization units,
either internal or external to the manufacturer, which performs the functions
involved in product marketing. These functions are persuasive and include
buying, selling, transporting, storing, grading, financing, market risk bearing
and providing marketing information. A channel member is an individual
organization unit institution or agency that performs one or more of the
marketing functions and by doing so has an active role in the channel of
distribution (Lambert, 1978).
The marketing channels literature has given considerable attention to the study
of channel structure. Early researchers discussed channel structure in terms of
the functions performed by channel members (Mallen, 1973). The basic idea
was that these functions could be allocated in different mixes among the various
channel members depending on the characteristics of the channel. As structure
research evolved, several common elements emerged, which were seen as
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varying across different channels, including: the number of channel levels (i.e.,
number of intermediaries involved), the intensity at the various levels (the
number of intermediaries at each level of distribution), and the types of
intermediaries at each level (i.e., retailers, wholesalers,
distributors) (Rosenbloom B., 1987). Thus, channel structure was essentially
treated at a micro level, rather than examining the more macro issues such as:
how firms decide who will perform what activities, the costs and trade-offs
involved in using various channel strategies, and various extraneous factors
affecting channel relations.
Starting from the 70’s, tremendous strides have been made in the understanding
of how firms should organize and manage their channels of distribution. Still,
the researchers have barely touched the surface of all the managerial issues that
have been addressed. Furthermore, many issues of managerial importance
relating to the organization and management of channels of distribution have
received no attention in empirical research (Frazier, 1999).
More recent research in channel structure examines both macro and micro
issues. The majority of the current research on channel structure focuses on one
of two broad operationalizations of structure: transactional form or bureaucratic
form. Though it could be argued that the degree of relationalism also reflects the
structure of the relationship, transactional form and bureaucratic form are the
most widely accepted (Brent, 2007).
Channels of distribution can be viewed as social systems comprising a set of
interdependent organizations, which perform all the activities (functions),
utilized to move a product and its title from production to consumption (Stern &
Neskett, 1969; Stern, 1971). Because of this interdependency there arises a need
for some form of co-operation between channel members and co-ordination of
activities. This co-operation and co-ordination is necessary in order to ensure
predictability and dependability between members which will allow individual
organizations to plan effectively. Also, conflict arises in channels, because
members sometimes have incompatible goals, differing ideas as to the functions
each should perform, and differing perceptions of reality. This conflict needs to
be controlled so that it does not disrupt channel functioning (Wilkinson, 1996).
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Power or, rather, the use of power by individual channel members to affect the
decision making and/or behaviour of one another (whether deliberate or not), is
the mechanism by which the channel is organized and orderly behaviour
preserved. This is not meant to imply that organizations necessarily set out
deliberately to organize the channel, but that this organization of the channel
arises out of individual organizations adjusting their behaviour to one another in
relation to the power they each have and use. However, in some channels,
firm(s) may assume a leadership role and make deliberate attempts to organize
the channel, making use of their power. Power is the means by which
cooperation between individual channel members' activities are coordinated and
the means by which any conflict between firms is controlled (Stern & Neskett,
1969; Stern, 1971; Wilkinson, 1973).
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4.1) RESEARCH OBJECTIVES:-
To analyse the performance of channel members related to sales and
distribution of brand AMUL gold and AMUL Shakti.
To identify the problems associated with distribution channel on the basis
of survey.
To analyse the satisfaction level of distribution channel members
associated with distribution of AMUL milk.
Assess distributors and retailer evaluation of service attributes and
expectations from sabar dairy.
Evaluate the relative performance of various distributors and retailers
with respect to the defined attributes.
To suggest remedial measures to SDCMPUL for improving distribution
of AMUL milk in Sabarkantha and aravalli districts.
4.2) SCOPE OF STUDY:-
Scope of the study is limited to the members of distribution channel of SABAR
DAIRY in Sabarkantha and Aravalli (Distributors and Retailers). Researcher
have taken the main survey region as Sabarkantha because as a politically
region government make aravalli district but in SABAR DAIRY in their system
aravalli district is not installed as a new district so in their system aravalli and
Sabarkantha district both are combined as a SABARKANTHA district. In
Sabarkantha district Researcher have taken thirteen taluka of Sabarkantha
district. In thirteen taluka Researcher have taken twenty-two Cities.
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4.3) JUSTIFICATION OF TITLE:-
The Researcher had undertaken the project after detailed discussion with
Dr. Y.J.BRAHMABHATT (AGM, L&M at SABAR DAIRY) and Mr.
CHETAN VADHERA (MARKETING MANAGER at SABAR DAIRY) and
hence the research work was titled as “Analysing Performance and
Satisfaction of Channel Members Associated with Distribution of AMUL
milk – Study Based on Survey of Sabarkantha and Aravalli Districts”.
4.3.1) DISTRIBUTOR:-
Here, Distributors of AMUL milk were defined as under - an individual or party
associated with selling and/or re-selling of AMUL milk in geographical territory
of Sabarkantha and Aravalli Districts with written agreement signed along with
“Sabarkantha District Co-operative Milk Producers’ Union Ltd.” Parties
and individual operating an AMUL PARLOUR OUTLET (APO) also came
under the category of AMUL milk Distributors.
4.3.2) RETAILER:-
Individual and parties who purchase and further resale milk to customers or
end-users fall under the category of retailer.
4.3.3) CHANNEL LEVEL:-
1-LEVEL 2-LEVEL
DISTRIBUTOR
↓
CUSTOMER
DSISTRIBUTOR
↓
RETAILER
↓
CUSTOMER
[TABLE – 4.1]
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4.4) RESEARCH DESIGN:-
The research design is divided into two parts. First part is exploratory design
and second is descriptive design. First part is aimed to analysing the satisfaction
level and also analysing the performance of distribution channel member of
SABAR DAIRY. The second part of the descriptive research design through
developing hypothesis and applied test on hypothesis and create the result.
4.5) SAMPLING METHOD:-
4.5.1 POPULATION:
Population is a complete set of element (persons or objects) that possess some
common characteristic defined by the sampling criteria established by the
researcher.
Here, the researcher considered all retailers and distributors of packaged milk of
AMUL milk in Sabarkantha and Aravalli districts as the population for studies.
4.5.2 SAMPLING FRAME:
A list of all element in the population from which the sample is drawn.
In this research a list of distributors was provided from SDCMPUL which was
used to design a sampling frame.
Here, sampling frame was individuals and parties associated with distribution
and reselling of AMUL gold and Shakti in both districts.
Main Research Area-Sabarkantha district.
Divided Sabarkantha district in thirteen Talukas.
Divided Thirteen Talukas in twenty-two cities.
They are as follows:
Himatnagar, Vadagam, Malpur, Bhiloda, Shamlaji, Takatuka,
Kanknol, Modasa, Meghraj, Dhansura, Bayad, Ilol, Idar, Kadiyadara,
Vijaynagar, Khedbrahma, Vadali, chorivada, Sathmaba, Badoli,
Talod, Prantij.
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4.5.3 SAMPLING UNIT:
Sampling unit was taken who are associated members for distribution of amul
milk of sabar dairy. A an individual/Party/AMUL PARLOUR OUTLET falling
under the category of either Distributor or Retailer and falling under the
geographical boundary of Sabarkantha and Aravalli Districts was the sampling
unit for research.
4.5.4 SAMPLING METHOD:
To get the information about the topic from distributors and retailer,
convenience sampling method was used. So as per my convenience
Researcher took a main region as Sabarkantha district and divided it into
thirteen talukas of Sabarkantha district different parts.
4.5.5 SAMPLE SIZE:
The sample size used comprise of 165 samples of members of distribution
channel of SABAR dairy (55 distributors and 110 retailers).
4.6) DATA COLLECTION:-
The data was collected as a two way. First, is primary data because we
make the survey in different towns/cities for knowing the performance
and satisfaction of AMUL milk Distribution channel; second, is
secondary data because we use the some other literature, report, etc.
4.6.1 SOURCES OF DATA:
a) Primary data
The study undertaken there to be mainly based on the primary data
i.e. closed ended and open ended structured questionnaire is
designed. A survey technique is used for the primary data
collection for the topic.
b) Secondary data
The study also contains secondary data i.e. data from authenticated
websites, Newspapers, Internet, Magazine.
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4.6.2 RESEARCH INSTRUMENT:
QUESTIONNAIRE:
To get the primary data from the market, an interviewer – administered
structured questionnaire consisting of closed ended and open ended
Questions was used by the researcher. It was provided by SDCMPUL and
was instructed to strictly follow the same for the survey.
4.6.3 SOFTWARE USED:
The collected data was coded in the SPSS 16.0 software to make the
things presentable and more effective. The results are shown in SPSS file
which helps me in easy and effective presentation and hence results are
being obtained. Microsoft Excel is also used to effective data presentation
via graph.
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1) DISTRIBUTOR:
-: RELIABILITY TEST:-
RELIABILITY TEST OF DISTRIBUTOR:
To test the reliability of distributors’ questionnaires data, the Cronbach’s alpha
(equivalent to the average of all the split half correlation coefficients) is used. In
this study, it was found 0.661. That is the above of 0.5 that is set by the
researcher. So we can say that the data is consistent in nature and we can rely on
it.
RELIABILITY STATISTICS
Cronbach's Alpha N of Items
.661 22
[Source: Field Survey] [TABLE – 5.1.1]
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1. GENDER OF RESPONDENTS :
GENDER
FREQUENCY PERCENT
Male 53 96.4
Female 2 3.6
Total 55 100.0
[Source: Field Survey] [TABLE – 5.1.2]
[FIGURE – 5.1.1]
INTERPRETATION:
For the purpose of our research Researcher contacted 55 respondents. As per
shown in above table, out of 100 respondents there were 96.4 per cent male
respondents who are use the AMUL milk and only3.6 per cent female
respondents are use the AMUL milk so, it is defines the male respondents are
main group which is use the AMUL milk product.
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2. AGE GROUP OF THE RESPONDENTS:
AGE
FREQUENCY PERCENT
21-25 5 9.1
MORE THAN 25 50 90.9
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.3]
[FIGURE – 5.1.2]
INTERPRETATION:
In this age segment our main focus or it is shows which group of respondents
are sale our product in the market so, here there are 90.9 percent respondents are
come from more than 25 year so they are our targeted respondents. And only
9.1 percent respondents are following in age between 21-25 so this define there
is no need to make attention this group of people for make increase in sales
because this describe this age group people are not interested in sale of AMUL
milk.
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3. PER MONTH INCOME OF RESPONDENTS:
INCOME
FREQUENCY PERCENT
5000-10000 5 9.1
10000-15000 12 21.8
MORE THAN 15000 38 69.1
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.4]
[FIGURE – 5.1.3]
INTERPRETATION:
For this Income segment in distributor there are out of 55 respondents there are
69.1 percent respondents in the research there income more than 15,000 per
month so this data is describe only those people are hired as a distributor or only
those people are interested to sale AMUL milk who have mare then 15000
income per month. And only 9.1 percent respondents in the research there
income between 5000 - 10000 this data is define there are not a play efficient
role to increase the sale.
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4. RETAILERS OF UNDER THE DISTRIBUORs:
RETAILER
FREQUENCY PERCENT
0 24 43.6
1-4 6 10.9
5-8 14 25.5
9-12 11 20.0
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.5]
[FIGURE – 5.1.4]
INTERPRETATION:
Retailer segment is shows the how many distributor are ready to make sales
through retailer under them. So for this research out of 55 respondents 43.6
respondents are not agree with this they are not believe in retailer for make
increase sales and those who are having retailer they are very less retailer for
make the sales. So this data is describe there are not required retailer for
increase the sales because only distributor are sufficient to increase the sales.
Because majority of distributor are not required the retailer for make the sales.
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5. MARGIN YOU GET FORM THE RETAILER BY DISTRIBUTORS:
GET
FREQUENCY PERCENT
0 26 47.3
0.50 28 50.9
1 RS 1 1.8
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.6]
[FIGURE – 5.1.5]
INTERPRETATION:
In this table there are 50.9 percent respondents are get regular margin from the
retailer and there are 1.8 respondents are take the 1 rupee margin from retailer
because they have some problem with variable and fixed cost and also they are
make the loss in invested money so they are take margin more than printed
price, and also there are 26 respondents who are not get any single rupee as
margin from sale of AMUL milk so this data is shows there would be needed to
improve margin policy of distributor.
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6. QUANTITY OF AMUL PACKED MILK GETS SOLD IN
DISTRIBUTORS AREA BY THEM:
SALEs
FREQUENCY PERCENT
1500-3500 42 76.4
3501-5500 9 16.4
5501-7500 4 7.3
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.7]
[FIGURE – 5.1.6]
INTERPRETATION:
In the research there 76.4 percent distributors that sale the pouch milk between
1500-3500 litter. Only 1.8 percent distributor that sold the pouch milk more
than 9500. We can say that sales of the milk depend up on the population of the
area. And we can also say that sales of the milk depend up on the per captia
consumption of the milk by customers of the particular area. Here also need
think for improve the sale among the each distributor.
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7. TYPE OF MILK SOLD BY THE DISTRIBUTORS:
TYPE
FREQUENCY PERCENT
AMUL GOLD 29 52.7
ANUL SHAKTI 26 47.3
Total 55 100.0
[Source: Field Survey] [TABLE – 5.1.8]
[FIGURE – 5.1.7]
INTERPRETATION:
In the research Researcher found the there is no single distributor that sell the
only AMUL Shakti. Majority of distributors sell the AMUL Gold. In the
research there are 52.7 percent distributors that sell the AMUL Gold. And there
are 47.3 percent distributors that sell the both AMUL gold and Shakti. Most
sells of the AMUL gold because of the customer demand.
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8. HOW MUCH PARTICULAR MILK SOLD BY THE
DISTRIBUTORS:
GOLD
FREQUENCY PERCENT
100 -500 Litter 37 67.3
500-1000 Litter 8 14.5
1000 -1500 Litter 5 9.1
MORE THAN 1500 Litter 5 9.1
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.9]
[FIGURE – 5.1.8]
INTERPRETATION:
In the research Researcher found that there most sales of AMUL gold. There are
67.3 percent distributors that sell the AMUL gold between 100-500 litters per
day.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 35
SHAKTI
FREQUENCY PERCENT
0 Litter 29 52.7
100 -500 Litters 21 38.2
500-1000 Litters 2 3.6
1000-1500 Litters 2 3.6
MORE TAHN1500 Litters 1 1.8
TOTAL 55 100.0
[Source: Field Survey] [TABLE – 5.1.10]
[FIGURE – 5.1.9]
INTERPRETATION:
In the research Researcher found that there 52.7 per cent distributors that they
do not sell the AMUL SHAKTI. Reason for that is the AMUL SHAKTI has less
fat or thickness than AMUL GOLD. And we also found 38.2 per cent
distributors that sell the AMUL SHAKTI.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 36
FACTOR ANALYSIS
Background about Variables and Subjects for factor analysis:
As minimum 6 variables and 30 subjects are required to carrying out factor
analysis, researchers will carry out factor analysis.
The coefficient option produces the R matrix and significant level option will
produce a matrix indicating significance value of each correlation in the R
matrix.
The determinant of R matrix should greater than 0.0001.
ROTATION:
Here we have selected maximum number of iteration is 25. This indicates that
analysis is stop after 25 iteration of the procedure to generate successive
approximation to the best possible factor solution.
The eigenvalue selected by researcher is 1. Eigenvalue is the sum of squared
loading of the variable on a factor. Higher the eigenvalue higher the proportion
of variance explained by factor.
OPTION:
The default threshold value in SPSS is 0.1 but we want to low loading in the
output. The value could be selected between 0.2 and 0.5. The eigenvalue chosen
the favour result are displayed. Hence researcher decided to select 0.3 as the
threshold value.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 37
CORRELATION MATRIX:
[Source: Field Survey] [TABLE – 5.1.11]
QUICK
RESPONSE
HANDLING OF
CUSTOMER COMPLAINT
COST CONSIDERATION
ON TIME DELIVERY
USE OF TECHNO
LOGY
CORRECT DELIVERY
QUICK RESPONSE 1 0.207286 0.224356 0.309439 0.125557 0.145037
HANDLING OF CUSTOMER COMPLAINT
0.207286 1 0.195216 0.170836 0.100944 0.08191
COST CONSIDERATION
0.224356 0.195216 1 0.39345 0.220283 0.353842
ON TIME DELIVERY
0.309439 0.170836 0.39345 1 0.447372 0.488385
USE OF TECHNOLOGY
0.125557 0.100944 0.220283 0.447372 1 0.595148
CORRECT DELIVERY
0.145037 0.08191 0.353842 0.488385 0.595148 1
QUALITY OF SERVICES
0.055979 0.379678 0.168158 0.340998 0.422682 0.525612
CUSTOMIZATION OF SERVICES
-0.02814 0.188097 0.032348 -0.04462 -0.0137 -0.08423
INVENTORY ACCURACY
0.174143 0.081156 0.186124 0.083057 0.045821 0.183937
SHIPMENT IN TERMS OF
VALUE/VOLUME 0.265095 0.195407 0.127058 0.043154 0.029301 0.160679
FILL RATES 0.253311 0.231095 0.035922 -0.16524 0.025561 0.089251
MARGIN 0.064428 -0.05727 -0.20964 -0.09918 -0.09815 0.080465
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 38
QUALITY OF
SERVICES
CUSTOMIZATION OF SERVICE
INVENTORY ACCURACY
SHIPMENT IN TERMS OF VALUE/VOL
UME
FILL RATES
QUICK RESPONSE 0.055979 -0.02814 0.174143 0.265095 0.253311
HANDLING OF CUSTOMER COMPLAINT
0.379678 0.188097 0.081156 0.195407 0.231095
COST CONSIDERATION
0.168158 0.032348 0.186124 0.127058 0.035922
ON TIME DELIVERY
0.340998 -0.04462 0.083057 0.043154 -0.16524
USE OF TECHNOLOGY
0.422682 -0.0137 0.045821 0.029301 0.025561
CORRECT DELIVERY
0.525612 -0.08423 0.183937 0.160679 0.089251
QUALITY OF SERVICES
1 0.308877 0.145588 0.046655 0.047629
CUSTOMIZATION OF SERVICES
0.308877 1 0.036645 0.156432 0.147423
INVENTORY ACCURACY
0.145588 0.036645 1 0.415739 0.398991
SHIPMENT IN TERMS OF
VALUE/VOLUME 0.046655 0.156432 0.415739 1 0.522097
FILL RATES 0.047629 0.147423 0.398991 0.522097 1
MARGIN -0.09308 -0.03257 -0.09032 0.122162 -0.02955
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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KMO AND BARTLLET’s TEST:
KMO statistics should be between 0 and 1. If the value were zero the sum of the
partial correlation and large related to sum the correlations. Hence under such
situation factor analysis cannot be carried out but as the value is 0.612 the
researchers moved ahead.
KMO and Bartlett's Test
KAISER-MEYER-OLKIN MEASURE OF SAMPLING ADEQUACY. .612
BARTLETT'S TEST OF SPHERICITY
APPROX. CHI-SQUARE 153.344
DF. 66
SIG. .000
[Source: Field Survey] [TABLE – 5.1.12]
As our KMO value is above the 0.6. Factor analysis will give reliable factors.
As per Kaiser – 1974 the value between; 0.6 to 0.8 is good, and above 0.8 is
excellent.
As Bartlett’s test is less than 0.0001 this means that there is some relationship
between variables. The researcher hope to include analysis, hence factor
analysis is appropriate.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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TOTAL VARIANCE EXPLAINED:
Before extractions SPSS identified 12 variables linear component within the
data set.
Component
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 3.017 25.138 25.138 3.017 25.138 25.138 2.384 19.866 19.866
2 1.959 16.327 41.465 1.959 16.327 41.465 1.960 16.335 36.201
3 1.322 11.019 52.484 1.322 11.019 52.484 1.455 12.124 48.325
4 1.145 9.542 62.026 1.145 9.542 62.026 1.449 12.076 60.400
5 1.017 8.475 70.501 1.017 8.475 70.501 1.212 10.101 70.501
6 .771 6.424 76.926
7 .687 5.723 82.649
8 .621 5.179 87.828
9 .508 4.230 92.058
10 .398 3.313 95.371
11 .341 2.841 98.212
12 .215 1.788 100.000
Extraction Method: Principal Component Analysis.
[Source: Field Survey] [TABLE – 5.1.13]
Here factor 1 explains 25.138% of total variance whereas variances reduce
subsequently. Finally 5 factors are extracted wherever eigenvalue greater than 1.
After extraction rotation sum of square loadings is reduces in all 5 variables.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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COMPONENT METRIX:
According to Kaiser if the sample exceed 250 and the average community is 0.6
than factor analysis is valid.
COMPONENT
1 2 3 4 5
CORRECT DELIVERY .739 -.305
QUALITY OF
SERVICES .658 .491
USE OF
TECHNOLOGY .649 -.430
ON TIME DELIVERY .636 -.405
COST
CONSIDERATION .560 -.468
INVENTORY
ACCURACY .324 .750
SHIPMENT IN TERMS
OF VALUE/VOLUME .411 .683
FILL RATES .422 .499 -.406
CUSTOMIZATION
SERVICE .734
MARGIN .823
QUICK RESPONSE .445 -.370 .567
HANDLING OF
CUSTOMER
COMPLAUNTS
.453 .426 .472
Extraction Method: Principal Component Analysis. a. 5 components extracted.
[Source: Field Survey] [TABLE – 5.1.14]
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 42
ROTATED COMPONENT METRIX:
COMPONENT
1 2 3 4 5
CORRECT DELIVERY .885
ON TIME DELIVERY .807
QUALITY OF
SERVISES .665 .578
USE OF
TECHNOLOGY .614 .519
SHIPMENT IN TERMS
OF VALUE/VOLUME .810
INVENTORY
ACCURACY .773
FILL RATES .757
CUSTOMIZATION
SERVICE .780
QUICK RESPONSE .673 .436
HANDLING OF
CUSTOMER
COMPLAINTS
.807
COST
CONSIDERATION .307 .500 -.478
MARGIN .918
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.
[Source: Field Survey] [TABLE - 5.1.15]
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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The following are the factor got after factor analysis:
Sr. No. FACTOR
1 Accurate and customized service of SDCMPUL.
2 Inventory holding and order fulfilment.
3 Responsiveness regarding query handling by SDCMPUL.
4 Flexibility.
5 Satisfaction level of Distributors.
[TABLE - 5.1.16]
Above table shows that factors that are very important to SDCMPUL to focus
or work on this factor in future.
This factors will be help full to increase the performance and satisfaction level
of Distributors.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 44
HYPOTHESES TESTING:
HYPOTHESES:
H0: There is significant difference among agreement ratings of distribution of
different towns regarding quantity of milk sold.
H1: There is no significant difference among agreement ratings of distribution
of different towns regarding quantity of milk sold.
ONE-SAMPLE T-test:
One sample t-test is a statistical procedure often performed for testing the mean
value of a distribution. It can be used under the assumption that sampled
distribution is normal. For large samples, the procedure often performs well
even for non-normal populations.
The single sample t-test tests the null hypothesis that the population mean is
equal to the number specified by the user. SPSS calculates the t-statistic and its
p-value under the assumption that the sample comes from an approximately
normal distribution. If the p-value associated with the t-test is small (0.05 is
often used as the threshold), there is evidence that the mean is different from the
hypothesized value. If the p-value associated with the t-test is not small (p >
0.05), then the null hypothesis is not rejected and you can conclude that the
mean is not different from the hypothesized value.
[Source: Field Survey] [TABLE - 5.1.17]
One-Sample Statistics
N MEAN STD.
DEVIATION
STD. ERROR
MEAN
WHAT QUANTITY OF MILK
GETS SOLD IN YOUR AREA? 55 1.3818 .84964 .11457
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Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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A - This is the list of variables. Each variable that was listed on
the variables= statement in the above code will have its own line in this part of
the output.
B - N - This is the number of valid (i.e., non-missing) observations used in
calculating the t-test.
C - Mean - This is the mean of the variable.
D - Std. Deviation - This is the standard deviation of the variable.
E - Std. Error Mean - This is the estimated standard deviation of the sample
mean. If we drew repeated samples of size 55, we would expect the standard
deviation of the sample means to be close to the standard error. The standard
deviation of the distribution of sample mean is estimated as the standard
deviation of the sample divided by the square root of sample size:
0.84964/(sqrt.(55)) = .11457.
One-Sample Test
Test Value = 1
t Df. Sig.
(2-tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
WHAT QUANTITY
OF MILK GETS SOLD
IN YOUR AREA?
3.333 54 .002 .38182 .1521 .6115
[Source: Field Survey] [TABLE - 5.1.18]
Here, we fail to reject NULL hypotheses because 0.002 is smaller than 0.05. So,
there is significant difference among agreement ratings of distributers of
different towns regarding quantity of milk sold.
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Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 46
F - This identifies the variables. Each variable that was listed on
the variables= statement will have its own line in this part of the output. If
a variables=statement is not specified, t-test will conduct a t-test on all
numerical variables in the dataset.
G - t - This is the Student t-statistic. It is the ratio of the difference between the
sample mean and the given number to the standard error of the mean:
(1.3818 - 1) / 0.11457 = 3.333. Since the standard error of the mean measures
the variability of the sample mean, the smaller the standard error of the mean,
the more likely that our sample mean is close to the true population mean.
[FIGURE – 5.1.10]
H – Df. - The degrees of freedom for the single sample t-test is simply the
number of valid observations minus 1. We lose one degree of freedom because
we have estimated the mean from the sample. We have used some of the
information from the data to estimate the mean, therefore it is not available to
use for the test and the degrees of freedom accounts for this.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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I - Sig (2-tailed) - This is the two-tailed p-value evaluating the null against an
alternative that the mean is not equal to 1. It is equal to the probability of
observing a greater absolute value of t under the null hypothesis. If the p-value
is less than the pre-specified alpha level (usually .05 or .01) we will conclude
that mean is statistically significantly different from zero. For example, the p-
value is smaller than 0.05. So we conclude that the mean for write is different
from 1.
J - Mean Difference - This is the difference between the sample mean and the
test value.
K - 95% Confidence Interval of the Difference - These are the lower and
upper bound of the confidence interval for the mean. A confidence interval for
the mean specifies a range of values within which the unknown population
parameter, in this case the mean, may lie.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 48
HYPOTHESES:
H0: There is statistically significant difference among distributors of different
towns regarding overall satisfaction from SDCMPUL.
H1: There is no statistically significant difference among distributors of
different towns regarding overall satisfaction from SDCMPUL.
One-Sample T-test for overall Satisfaction:
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
OVERALL SATISFACTION 55 2.6364 1.23773 .16690
[Source: Field Survey] [TABLE - 5.1.19]
One-Sample Test
Test Value = 5
t Df. Sig. (2-
tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
OVERALL
SATISFACTION -14.162 54 .000 -2.36364 -2.6982 -2.0290
[Source: Field Survey] [TABLE - 5.1.20]
Here, we fail to reject NULL hypotheses because 0.000 is smaller than 0.05. So,
there is statistically significance different among distributors of different towns
regarding overall satisfaction from SDCMPUL.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 49
HYPOTHESES:
H0: There is no statistically significant difference between different cities/town
regarding daily sales of AMUL Milk.
H1: There is statistically significant difference between different cities/town
regarding daily sales of AMUL Milk.
ANOVA TEST:
In research, analysis of variance (ANOVA) is a collection of statistical methods,
and their associated procedures, were in the observed variance in a particular
variable was partitioned into components attributable to different sources of
variation. To make it more clear, ANOVA provides a statistical test to check
whether or not the means of several groups are all equal, and therefore
generalizes t-test to more than two groups. If the multiple two-sample t-tests
would be done it will result in an increased chance of committing a type I error.
For this reason, ANOVAs are used widely when comparison between two, three
or more means were to be examined.
ANOVA’S uses an F test for comparing the means of the groups. An F
distribution is very similar to a chi-square distribution. An F test in ANOVA
would be able to reveal only if there is a relationship between two variables, it
would be unable to reveal the about what that relationship is. Mathematically,
this means that ANOVA could only reveal the difference but would be failing in
revealing where exactly or between which to categories the difference lied. It
could only mention about the variation in mean but would not give hint
regarding which mean is different.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 50
Descriptives
WHAT QUANTITY OF MILK GETS SOLD IN YOUR AREA?
N Mean Std.
Deviation
Std.
Error
95% Confidence
Interval for Mean Minimum Maximum
Lower
Bound
Upper
Bound
HIMMATNAGAR 7 2.0000 1.15470 .43644 .9321 3.0679 1.00 4.00
IDAR 5 1.2000 .44721 .20000 .6447 1.7553 1.00 2.00
PRANTIJ 3 1.3333 .57735 .33333 -.1009 2.7676 1.00 2.00
TALOD 2 1.5000 .70711 .50000 -4.8531 7.8531 1.00 2.00
MODASA 5 2.0000 1.73205 .77460 -.1506 4.1506 1.00 5.00
MEGHRAJ 2 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
BHILODA 4 1.7500 1.50000 .75000 -.6368 4.1368 1.00 4.00
VIJAYNAGAR 2 2.0000 .00000 .00000 2.0000 2.0000 2.00 2.00
KHEDBRAHMMA 2 1.5000 .70711 .50000 -4.8531 7.8531 1.00 2.00
BAYAD 4 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
DHANSURA 4 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
SHAMLAJI 3 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
VADALI 3 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
MALPUR 1 1.0000 1.00 1.00
VADAGAM 1 1.0000 1.00 1.00
PUNSARI 1 1.0000 1.00 1.00
SALAL 2 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
KATWAD 1 1.0000 1.00 1.00
TAJPUR 1 1.0000 1.00 1.00
VAKTAPUR 1 1.0000 1.00 1.00
JADAR 1 1.0000 1.00 1.00
Total 55 1.3818 .84964 .11457 1.1521 1.6115 1.00 5.00
[Source: Field Survey] [TABLE - 5.1.21]
The descriptive table provides mean, S.D, and 95% confidence intervals for sale
of milk for different cities/towns.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 51
ANOVA
WHAT QUANTITY OF MILK GETS SOLD IN YOUR AREA?
Sum of Squares Df. Mean Square F Sig.
Between Groups
Within Groups
Total
9.765
29.217
38.982
20
34
54
.488
.859 .568 .908
[Source: Field Survey] [TABLE - 5.1.22]
The ANOVA table shows whether we have a statistically difference between
cities/towns or not.
Here, the significance level is 0.908 which is greater than 0.05. Hance, there is
statistically significant difference between different cities/town regarding daily
sales of AMUL Milk.
The post-hock test is not performed because at least one group of cities has
fewer than two cities. Here, Malpur, Vadagam, Punsari, Katwad, Tajpur,
Vaktapur, Jadar, Talod, Meghraj, Vijaynagar, Khedbrahma, and Salal, cities are
fewer than two cases.
One-way analysis of variance was calculated on rating of sales of milk. The
analysis was not statistically significant, f (20, 34 = 0.568, P = 0.908).
Here, we reject the NULL hypotheses; there is statistically significant difference
in sales of milk among difference cities/towns of Sabarkantha and aravalli
districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 52
HYPOTHESES:
H0: There is no statistically significant difference among the distributor of
AMUL milk regarding different parameters (Margin, Timeliness, Credit Limit,
Quality, Packaging, and Competitiveness).
H1: There is statistically significant difference among the distributor of AMUL
milk regarding different parameters (Margin, Timeliness, Credit Limit, Quality,
Packaging, and Competitiveness).
ANOVA for Rate dairy on the scale of 1-5 on the following factor:
[Source: Field Survey] [TABLE - 5.1.23]
ANOVA
Sum of
Squares Df.
Mean
Square F Sig.
MARGIN
Between Groups
Within Groups
Total
33.178
42.931
76.109
20
34
54
1.659
1.263 1.314 .236
TIMELINESS
Between Groups
Within Groups
Total
24.125
39.257
63.382
20
34
54
1.206
1.155 1.045 .443
CREDIT LIMIT
Between Groups
Within Groups
Total
28.187
55.340
83.527
20
34
54
1.409
1.628 .866 .626
QUALITY
Between Groups
Within Groups
Total
12.789
14.848
27.636
20
34
54
.639
.437 1.464 .160
PACKAGING
Between Groups
Within Groups
Total
35.055
58.690
93.745
20
34
54
1.753
1.726 1.015 .471
COMPETITIVENESS
Between Groups
Within Groups
Total
38.765
55.162
93.927
20
34
54
1.938
1.622 1.195 .316
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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Here, we reject the NULL hypotheses because above parameters sig. is greater
than the 0.05 i.e. following:
1. MARGIN = 0.05 < 0.236
2. TIME MANAGEMENT = 0.05 < 0.443
3. CREDITLIMIT = 0.05 < 0.626
4. QUALTY = 0.05 < 0.160
5. PACKAGING = 0.05 < 0.471
6. COMPETION AMONG DISTRIBUTORS = 0.05 < 0.316
Hence, we reject the NULL hypotheses; there is no statistically significant
difference among the distributor of AMUL milk regarding different parameters
(Margin, Timeliness, Credit Limit, Quality, Packaging, and Competitiveness).
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 54
2) RETAILER:
-: RELIABILITY TEST:-
RELIABILITY TEST OF RETAILER:
To test the reliability of retailers’ questionnaires data, the Cronbach’s alpha is
used. In this study, it was found 0.880. That is the above of 0.5 that is set by the
researcher. So we can say that the data is consistent in nature and we can rely on
it.
RELIABILITY STATISTICS
Cronbach's Alpha N of Items
.876 21
[Source: Field Survey] [TABLE – 5.2.1]
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 55
1. GENDER OF THE RESPONDENTS:
GENDER
FREQUENCY PERCENT
MALE 95 86.4
FEMALE 15 13.6
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.2]
[FIGURE – 5.2.1]
INTERPRETATION:
For the purpose of our research we contacted 100 percent respondents there
were 86.4 male respondents and 13.6 percent female respondents.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 56
2. AGE GROUP OF THE RESPONDENTS:
AGE
FREQUENCY PERCENT
21-25 21 19.1
MORE THAN 25 89 80.9
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.3]
[FIGURE – 5.2.2]
INTERPRETATION:
Majority of respondents belonged to age group between more than 25 years and
only 19.1 percent respondents belonged to age group between 21-25.there are
80.9 per cent respondent belonged to age group more than 25.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 57
3. PER MONTH INCOME OF RESPONDENTS:
INCOME
FREQUENCY PERCENT
5000-10000 11 10.0
10001-15000 56 50.9
MORE THAN 15000 43 39.1
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.4]
[FIGURE – 5.2.3]
INTERPRETATION:
There are 39.1 per cent respondents in the research there income more than
15000 per month and 50.9 per cent respondents are income between 10001-
15000 and only 10 per cent respondents are having the 5000-10000 income in
month.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 58
4. AVERAGE DAILY SALES (in litres) OF RETAILER:
SALES
FREQUENCY PERCENT
10-50 39 35.5
51-150 57 51.8
151-300 9 8.2
301-450 3 2.7
MORE THAN 450 2 1.8
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.5]
[FIGURE – 5.2.4]
INTERPRETATION:
In the research there 1.8 per cent retailer sale the 450 litter milk, 2.7 per cent
retailer sale the milk in between 301-450 litter, 8.2 per cent retailer sale the
milk in between 151-300 litter, 51.8 per cent retailer sale the milk in between
51-150 litter, and 35.5 per cent retailer sale milk in between 10-50. This table is
shows the criteria of retailer or it divide the retailer in their sales of milk criteria
and also it is shows the how much retailer sale how much litter milk in their
particular region.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 59
5. MARGIN GET FORM CUSTOMERS BY RETAILER:
CUSTOMER
FREQUENCY PERCENT
0.50 85 77.3
1 25 22.7
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.6]
[FIGURE – 5.2.5]
INTERPRETATION:
In this research I also find or make the research on the retailer margin which is
they get from the customer in this area we find 77.3 per cent retailers are get the
0.50 rupees as a profit or margin on per pouch of milk and there were also 22.7
per cent retailer are get the 1.00 rupee profit or margin from the customer but
here regular or legal margin is 0.50 but this 22.7 per cent retailer is get or higher
the more price of milk than which is printed on pouch.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 60
6. PRESENT SALES RATING OF RETAILER:
RATE
FREQUENCY PERCENT
SATISFACTORY 56 50.9
UNSATISFACTORY 53 48.2
TOTAL 110 100.0
[Source: Field Survey] [TABLE -5.2.7]
[FIGURE – 5.2.6]
INTERPRETATION:
Rate is defines the perception of the retailer regarding their current sales. Here
we find 50.9 per cent retailers are feel satisfactory on their current sales of milk
but here also 48.2 per cent retailer are unsatisfactory on their current sales
because they feel their sales reducing due to local milk market or loose milk
marketers. So indirectly this data is shows the reducing in sales of milk.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 61
7. IF THE ANSWER TO THE ABOVE IS UNSATISFACTORY
THEN PLEASE CHOOSE THE REASONS FROM BELOW:
UNSATISFACTORY
FREQUENCY PERCENT
NO ANY ONE 55 50.0
COMPETITION FROM OTHER BRAND 3 2.7
COMPETITION FROM LOCAL DAIRY OWNERS 5 4.5
LOCAL MILK PRODUCERS 47 42.7
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.8]
[FIGURE – 5.2.7]
INTERPRETATION:
Unsatisfactory table is defines the why retailers are feel the unsatisfactory
regarding their current sales of the milk here 2.7 per cent retailers are gives the
competition from other brand as a reason for reducing their current sales, 4.5
per cent retailer and 42% facing completion from local milk producers.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 62
8. TYPE OF MILK SOLD BY RETAILER:
TYPE
FREQUENCY PERCENT
AMUL GOLD (LITTER) 92 83.6
AMUL SHAKTI (LITTER) 2 1.8
BOTH 16 14.5
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.9]
[FIGURE – 5.2.8]
INTERPRETATION:
This type table is defines the particular type of milk is sold by the retailer. It is
also defines the demand of particular type of milk product and which type of
milk is having the more customer in the market. So in this data 83.6 per cent
respondents are sold the AMUL GOLD only in their area because in their area
they don’t have the AMUL SHAKTI milk demand and only 1.8 percent
respondents are sold the AMUL SHAKTI in their area because in their area they
don’t have AMUL GOLD demand but 14.5 percent respondents are sold the
both (AMUL GOLD, AMUL SHAKTI) milk in their shop because in their area
they are having the both type of milk demand.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 63
9. HOW MUCH PARTICULAR MILK SOLD BY THE RETAILERS:
GOLD
FREQUENCY PERCENT
0 litre 2 1.8
0-50 litres 45 40.9
50-100 litres 48 43.6
100-150 litres 9 8.2
MORE THAN 150 litres 6 5.5
TOTAL 110 100.0
[Source: Field Survey] [TABLE - 5.2.10]
[FIGURE – 5.2.9]
INTERPRETATION:
This table is shows the how much litter AMUL GOLD milk is sold by the
particular respondents in their shop so here 40.9 percent respondents are sold 0-
50 litter this type of milk, 43.6 percent respondents are sold 50-100 litter this
type of milk, 8.2 per cent respondents are sold 100-150 litter this type of milk,
and only 5.5 percent respondents are sold more than 150 litter this type of milk
in their area. This table is also shows the particular area wise demand of this
AMUL GOLD milk demand.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 64
SHAKTI
FREQUENCY PERCENT
0 litres 92 83.6
0-50 litres 10 9.1
50-100 litres 7 6.4
100-150 litres 1 .9
TOTAL 110 100.0
[Source: Field Survey] [TABLE -5.2.11]
[FIGURE – 5.2.9(1)]
INTERPRETATION:
This table is shows the how much litter AMUL SHAKTI milk is sold by the
particular respondents in their shop so here 9.1 per cent respondents are sold 0-
50 litter this type of milk, 6.4 per cent respondents are sold 50-100 litter this
type of milk, and only 9 per cent respondents are sold 100-150 litter this type of
milk in their area. This table is also shows the particular area wise demand of
this AMUL SHAKTI milk demand.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 65
FACTOR ANALYSIS
Background about Variables and Subjects for factor analysis:
As minimum 6 variables and 30 subjects are required to carrying out factor
analysis, researchers will carry out factor analysis. In general over 300 cases are
probably adequate to carry out factor analysis. The coefficient option produces
the R matrix and significant level option will produce a matrix indicating
significance value of each correlation in the R matrix.
The determinant of R matrix should greater than 0.0001.
ROTATION:
Here we have selected maximum number of iteration is 25. This indicates that
analysis is stop after 25 iteration of the procedure to generate successive
approximation to the best possible factor solution.
The eigenvalue value selected by researcher is 1. Eigenvalue is the sum of the
squared loading of the variable on a factor. Higher the Eigenvalue higher the
proportion of variance explains by factor.
OPTION:
The default threshold value in SPSS is 0.1 but as we want to suppress to low
loading in the output. The value could be selected between 0.2 and 0.5. The
eigenvalue chosen the favour results are displayed. Hence Researchers decided
to select 0.3 as the threshold value.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 66
CORRELATION MATRIX:
[Source: Field Survey] [TABLE - 5.2.12]
MARGIN
PUNCTUALITY OF
DISTRIBUTOR
COMPETITIVE NESS
QUALITY PACKAGING AWARENES
S
MARGIN 1 0.320442 0.16827 0.067113 0.244957 0.116052
PUNCTUALITY OF DISTRIBUTOR
0.320442 1 0.303837 0.082088 -0.1184 0.14256
COMPETITIV ENESS 0.16827 0.303837 1 0.280144 -0.40082 0.363672
QUALITY 0.067113 0.082088 0.280144 1 0.125702 0.185978
PACKAGING 0.244957 -0.1184 -0.40082 0.125702 1 -0.01055
AWARENESS 0.116052 0.14256 0.363672 0.185978 -0.01055 1
QUICK RESPONSE 0.21101 0.341385 0.39028 0.129484 -0.07731 0.401335
FLEXIBILITY 0.177205 0.324033 0.322115 0.031515 -0.23391 0.290321
HANDLING OF CUSTOMER COMPLAINT
0.117577 0.254591 0.287058 0.155608 -0.11473 0.32182
TOTAL ORDER CYCLE TIME
0.084196 0.24003 0.216406 0.184792 -0.06846 0.185848
COST CONSIDERATION
0.179696 0.360403 0.435912 0.072009 -0.22686 0.267726
ON TIME DELIVERY 0.165355 0.149522 -0.13644 0.160248 0.246282 0.108263
USE OF TECHNOLOGY
0.110642 0.189428 0.37148 0.076976 -0.06463 0.225632
CORRECT DELIVERY 0.047642 0.155126 0.071517 0.157958 -0.06483 0.114997
QUALITY OF SERVICES
0.235177 0.343703 0.317475 0.133131 -0.02614 0.260964
CUSTOMIZATION SERVICE
0.08088 0.312529 0.198241 -0.01852 -0.06806 0.303216
INVENTORY ACCURACY
0.231343 0.423636 0.458408 0.123407 -0.2507 0.115922
SHIPMENT IN TERMS OF
VALUE/VOLUME 0.196576 0.303116 0.393656 0.086074 -0.12375 0.282274
FILL RATS 0.220641 0.300561 0.14824 0.006312 -0.07494 0.195659
COMMUNICATION SYSTEM
0.160687 0.285546 0.221072 0.14409 0.132862 0.180684
SENSITIVE INFORMATION
SHARING 0.120712 0.333158 0.364782 0.102742 -0.17276 0.276005
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 67
QUICK
RESPONSE FLEXIBILITY
HANDLING OF CUSTOMER COMPLAINT
TOTAL ORDER CYCLE TIME
COST CONSIDER
ATION
ON TIME DELIVERY
MARGIN 0.21101 0.177205 0.117577 0.084196 0.179696 0.165355
PUNCTUALITY OF DISTRIBUTOR
0.341385 0.324033 0.254591 0.24003 0.360403 0.149522
COMPETITIV ENESS 0.39028 0.322115 0.287058 0.216406 0.435912 -0.13644
QUALITY 0.129484 0.031515 0.155608 0.184792 0.072009 0.160248
PACKAGING -0.07731 -0.23391 -0.11473 -0.06846 -0.22686 0.246282
AWARENESS 0.401335 0.290321 0.32182 0.185848 0.267726 0.108263
QUICK RESPONSE 1 0.45432 0.554725 0.343093 0.44403 0.388869
FLEXIBILITY 0.45432 1 0.439307 0.350255 0.584854 0.189391
HANDLING OF CUSTOMER COMPLAINT
0.554725 0.439307 1 0.217993 0.36269 0.416557
TOTAL ORDER CYCLE TIME
0.343093 0.350255 0.217993 1 0.314818 0.029511
COST CONSIDERATION
0.44403 0.584854 0.36269 0.314818 1 0.261384
ON TIME DELIVERY 0.388869 0.189391 0.416557 0.029511 0.261384 1
USE OF TECHNOLOGY
0.324626 0.433024 0.427866 0.15675 0.333301 0.18362
CORRECT DELIVERY 0.336062 0.319514 0.345402 0.005946 0.258062 0.41081
QUALITY OF SERVICES
0.543078 0.437752 0.504684 0.246399 0.491941 0.336871
CUSTOMIZATION SERVICE
0.327887 0.411205 0.300762 0.165294 0.404366 0.21812
INVENTORY ACCURACY
0.535072 0.471247 0.378684 0.289125 0.563012 0.275694
SHIPMENT IN TERMS OF
VALUE/VOLUME 0.52218 0.408562 0.48707 0.226563 0.339757 0.279056
FILL RATS 0.438067 0.330278 0.331825 0.120205 0.302376 0.323403
COMMUNICATION SYSTEM
0.33027 0.241102 0.348623 0.166547 0.40824 0.352498
SENSITIVE INFORMATION
SHARING 0.263684 0.348744 0.326394 0.107751 0.327843 0.12848
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 68
USE OF
TECHNOLOGY CORRECT DELIVERY
QUALITY OF SERVICES
CUSTOMIZATION SERVICE
INVENTORY ACCURACY
SHIPMENT IN TERMS OF VALUE
MARGIN 0.110642 0.047642 0.235177 0.08088 0.231343 0.196576
PUNCTUALITY OF DISTRIBUTOR
0.189428 0.155126 0.343703 0.312529 0.423636 0.303116
COMPETITIV ENESS
0.37148 0.071517 0.317475 0.198241 0.458408 0.393656
QUALITY 0.076976 0.157958 0.133131 -0.01852 0.123407 0.086074
PACKAGING -0.06463 -0.06483 -0.02614 -0.06806 -0.2507 -0.12375
AWARENESS 0.225632 0.114997 0.260964 0.303216 0.115922 0.282274
QUICK RESPONSE 0.324626 0.336062 0.543078 0.327887 0.535072 0.52218
FLEXIBILITY 0.433024 0.319514 0.437752 0.411205 0.471247 0.408562
HANDLING OF CUSTOMER COMPLAINT
0.427866 0.345402 0.504684 0.300762 0.378684 0.48707
TOTAL ORDER CYCLE TIME
0.15675 0.005946 0.246399 0.165294 0.289125 0.226563
COST CONSIDERATION
0.333301 0.258062 0.491941 0.404366 0.563012 0.339757
ON TIME DELIVERY
0.18362 0.41081 0.336871 0.21812 0.275694 0.279056
USE OF TECHNOLOGY
1 0.237092 0.329858 0.222754 0.219759 0.337015
CORRECT DELIVERY
0.237092 1 0.226227 0.242083 0.271195 0.306274
QUALITY OF SERVICES
0.329858 0.226227 1 0.502462 0.560027 0.57256
CUSTOMIZATION SERVICE
0.222754 0.242083 0.502462 1 0.355311 0.465348
INVENTORY ACCURACY
0.219759 0.271195 0.560027 0.355311 1 0.505089
SHIPMENT IN TERMS OF
VALUE/VOLUME 0.337015 0.306274 0.57256 0.465348 0.505089 1
FILL RATS 0.133557 0.299802 0.49675 0.354767 0.463787 0.38526
COMMUNICATION SYSTEM
0.315155 0.174331 0.541716 0.458292 0.395439 0.435001
SENSITIVE INFORMATION
SHARING 0.238386 0.182591 0.544369 0.552728 0.369809 0.372843
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 69
FILL RATS
COMMUNICATION SYSTEM
SENSITIVE INFORMATION SHARING
MARGIN 0.220641 0.160687 0.120712
PUNCTUALITY OF DISTRIBUTOR
0.300561 0.285546 0.333158
COMPETITIVENESS 0.14824 0.221072 0.364782
QUALITY 0.006312 0.14409 0.102742
PACKAGING -0.07494 0.132862 -0.17276
AWARENESS 0.195659 0.180684 0.276005
QUICK RESPONSE 0.438067 0.33027 0.263684
FLEXIBILITY 0.330278 0.241102 0.348744
HANDLING OF CUSTOMER COMPLAINT
0.331825 0.348623 0.326394
TOTAL ORDER CYCLE TIME
0.120205 0.166547 0.107751
COST CONSIDERATION
0.302376 0.40824 0.327843
ON TIME DELIVERY 0.323403 0.352498 0.12848
USE OF TECHNOLOGY
0.133557 0.315155 0.238386
CORRECT DELIVERY 0.299802 0.174331 0.182591
QUALITY OF SERVICES
0.49675 0.541716 0.544369
CUSTOMIZATION SERVICE
0.354767 0.458292 0.552728
INVENTORY ACCURACY
0.463787 0.395439 0.369809
SHIPMENT IN TERMS OF VALUE/VOLUME
0.38526 0.435001 0.372843
FILL RATS 1 0.320384 0.44555
COMMUNICATION SYSTEM
0.320384 1 0.474937
SENSITIVE INFORMATION
SHARING 0.44555 0.474937 1
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 70
KMO AND BARTLLET’s TEST:
KMO statistics should be between 0 and 1. If the value were zero the sum of the
partial correlation and large related to sum the correlations. Hence under such
situation factor analysis cannot be carried out but as the value is 0.851 the
researchers moved ahead.
[Source: Field Survey] [TABLE - 5.2.13]
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .851
Bartlett's Test of Sphericity
APPROX. CHI-SQUARE 871.916
DF 210
SIG. .000
As our KMO value is above the 0.6. Factor analysis will give reliable factors.
As per Kaiser – 1974 the value between; 0.6 to 0.8 is good, and above 0.8 is
excellent.
As Bartlett’s test is less than 0.0001 this means that there is some relationship
between variables. The researchers hope to include analysis, hence factor
analysis is appropriate.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 71
TOTAL VARIANCE EXPLAINED:
Before extractions SPSS identified 12 variables linear component within the
data set.
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 6.847 32.607 32.607 6.847 32.607 32.607 3.348 15.943 15.943
2 1.814 8.638 41.244 1.814 8.638 41.244 2.789 13.280 29.223
3 1.365 6.501 47.745 1.365 6.501 47.745 2.610 12.429 41.652
4 1.281 6.101 53.847 1.281 6.101 53.847 1.884 8.970 50.622
5 1.153 5.489 59.336 1.153 5.489 59.336 1.830 8.714 59.336
6 .984 4.685 64.021
7 .930 4.428 68.449
8 .889 4.235 72.684
9 .791 3.768 76.452
10 .659 3.139 79.592
11 .616 2.933 82.524
12 .602 2.868 85.392
13 .499 2.374 87.766
14 .425 2.022 89.789
15 .387 1.844 91.632
16 .364 1.734 93.366
17 .324 1.545 94.911
18 .322 1.531 96.442
19 .288 1.370 97.813
20 .270 1.284 99.097
21 .190 .903 100.000
Extraction Method: Principal Component Analysis.
[Source: Field Survey] [TABLE - 5.2.14]
Here factor 1 explains 32.607% of total variance whereas variances reduce
subsequently. Finally 5 factors are extracted wherever eigenvalue greater than 1.
After extraction rotation sum of square loadings is reduces in all 5 variables.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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COMPONENT METRIX:
According to Kaiser if the sample exceed 250 and the average community is 0.6
than factor analysis is valid.
[Source: Field Survey] [TABLE - 5.2.15]
Component Matrixa
Component
1 2 3 4 5
MARGIN .307 .535 -.375
PUNCTUALITY OF DISTRIBUTOR .536 .342 -.311
COMPETITIVENESS .546 -.576
QUALITY .647
PACKAGING .749 .323
AWARENESS .446 .336 .414
QUICK RESPONSE .737
FLEXIBILITY .683
HANDLING OF CUSTOMER COMPLAINT .674 -.329
TOTAL ORDER CYCLE TIME .388 .354
COST CONSIDERATION .697
ON TIME DELIVERY .435 .675
USE OF TECHNOLOGY .510
CORRECT DELIVERY .437 -.542
QUALITY OF SERVICES .781
CUSTOMIZATION SERVICE .624 -.374 .307
INVENTORY ACCURACY .729 -.327
SHIPMENT IN TERMS OF VALUE/VOLUME .715
FILL RATS .595 -.323
COMMUNICATION SYSTEM .613
SENSITIVE INFORMATION SHARING .621 -.343 .392
Extraction Method: Principal Component Analysis. a. 5 components extracted.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 73
ROTATED COMPONENT METRIX:
[Source: Field Survey] [TABLE -5.2.16]
Rotated Component Matrixa
Component
1 2 3 4 5
MARGIN .665 -.407
PUNCTUALITY OF DISTRIBUTOR
.649
COMPETITIVENESS .372 .565 .467
QUALITY .670
PACKAGING -.878
AWARENESS .627
QUICK RESPONSE .545 .431
FLEXIBILITY .436 .401 .363
HANDLING OF CUSTOMER COMPLAINT
.622 .335
TOTAL ORDER CYCLE TIME .504 .344
COST CONSIDERATION .312 .329 .484
ON TIME DELIVERY .721 -.424
USE OF TECHNOLOGY .374 .427
CORRECT DELIVERY .749
QUALITY OF SERVICES .647 .322 .351
CUSTOMIZATION OF SERVICE .768
INVENTORY ACCURACY .342 .336 .617
SHIPMENT IN TERMS OF VALUE/VOLUME .491 .383
FILL RATS .501 .360 .327
COMMUNICATION SYSTEM .682
SENSITIVE INFORMATION SHARING .815
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 7 iterations.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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The following are the factor got after factor analysis:
Sr. No. FACTOR
1 Service, Inventory handling and order fulfilment, Information
sharing of SDCMPUL.
2 Responsiveness and Accuracy.
3 Margin, Punctuality and Competitiveness
4 Quality
5 Flexibility
[TABLE - 5.2.17]
Above table is a show that factors which is very important to SDCMPUL to
focus or work on this factor in future.
This factor is help to make the increase in performance and satisfaction level of
Retailer.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 75
HYPOTHESES TESTING:
HYPOTHESES:
H0: There is significant difference among agreement ratings of distribution of
different towns regarding quantity of daily milk sold.
H1: There is no significant difference among agreement ratings of distribution
of different towns regarding quantity of daily milk sold.
ONE-SAMPLE T – test:
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
AVERAGE DAILY SALES?
(In ltr.) 110 1.8364 .82980 .07912
[Source: Field Survey] [TABLE - 5.2.18]
A - This is the list of variables. Each variable that was listed on
the variables= statement in the above code will have its own line in this part of
the output.
B - N - This is the number of valid (i.e., non-missing) observations used in
calculating the t-test.
C - Mean - This is the mean of the variable.
D - Std. Deviation - This is the standard deviation of the variable.
E - Std. Error Mean - This is the estimated standard deviation of the sample
mean. If we drew repeated samples of size 110, we would expect the standard
deviation of the sample means to be close to the standard error. The standard
deviation of the distribution of sample mean is estimated as the standard
deviation of the sample divided by the square root of sample size:
0.82980/(sqrt.(110)) = .07912.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 76
One-Sample Test
Test Value = 2
t Df. Sig. (2-
tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
AVERAGE DAILY SALES?
(In ltr.) -2.068 109 .041 -.16364 -.3204 -.0068
[Source: Field Survey] [TABLE - 5.2.19]
Here, we fail to reject NULL hypotheses because 0.041 is smaller than 0.05. So,
there is significant difference among agreement ratings of distribution of
different towns regarding quantity of daily milk sold.
F - This identifies the variables. Each variable that was listed on
the variables= statement will have its own line in this part of the output. If
a variables=statement is not specified, t-test will conduct a t-test on all
numerical variables in the dataset.
G - t - This is the Student t-statistic. It is the ratio of the difference between the
sample mean and the given number to the standard error of the mean:
(1.8364 - 2) / 0.07912 = -2.068. Since the standard error of the mean measures
the variability of the sample mean, the smaller the standard error of the mean,
the more likely that our sample mean is close to the true population mean.
H – Df. - The degrees of freedom for the single sample t-test is simply the
number of valid observations minus 1. We lose one degree of freedom because
we have estimated the mean from the sample. We have used some of the
information from the data to estimate the mean, therefore it is not available to
use for the test and the degrees of freedom accounts for this.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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[FIGURE – 5.2.10]
I - Sig (2-tailed) - This is the two-tailed p-value evaluating the null against an
alternative that the mean is not equal to 1. It is equal to the probability of
observing a greater absolute value of t under the null hypothesis. If the p-value
is less than the pre-specified alpha level (usually .05 or .01) we will conclude
that mean is statistically significantly different from zero. For example, the p-
value is smaller than 0.05. So we conclude that the mean for write is different
from 1.
J - Mean Difference - This is the difference between the sample mean and the
test value.
K - 95% Confidence Interval of the Difference - These are the lower and
upper bound of the confidence interval for the mean. A confidence interval for
the mean specifies a range of values within which the unknown population
parameter, in this case the mean, may lie.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 78
HYPOTHESES:
H0: There is no statistically significant difference between different cities/town
retailers regarding daily sales of AMUL Milk.
H1: There is statistically significant difference between different cities/town
retailers regarding daily sales of AMUL Milk.
ANOVA TEST:
[Source: Field Survey] [TABLE - 5.2.20]
Test of Homogeneity of Variances
AVERAGE DAILY SALES (in ltr.)?
Levene Statistic df1 df2 Sig.
.957 20 89 .520
ANOVA
AVERAGE DAILY SALES (in ltr.)?
Sum of Squares Df. Mean Square F Sig.
Between Groups
Within Groups
Total
14.129
60.925
75.055
20
89
109
.706
.685 1.032 .435
[Source: Field Survey] [TABLE - 5.2.21]
The ANOVA table shows whether we have a statistically difference between
cities/towns or not.
Here, the significance level is 0.435 which is greater than 0.05. Hance, there is
statistically significant difference between different cities/town regarding daily
sales of AMUL Milk.
One-way analysis of variance was calculated on rating of sales of milk. The
analysis was not statistically significant, f (20, 89 = 1.032, P = 0.435).
Here, we reject the NULL hypotheses; there is statistically significant difference
in sales of milk among difference cities/towns retailers of Sabarkantha and
aravalli districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 79
Descriptives
AVERAGE DAILY SALES (in ltr.)?
N Mean Std.
Deviation
Std.
Error
95% Confidence
Interval for Mean Minimum Maximum
Lower
Bound
Upper
Bound
HIMATNAGR 25 2.0000 1.04083 .20817 1.5704 2.4296 1.00 5.00
IDAR 13 1.7692 .59914 .16617 1.4072 2.1313 1.00 3.00
PRANTIJ 5 1.6000 .54772 .24495 .9199 2.2801 1.00 2.00
TALOD 7 1.2857 .48795 .18443 .8344 1.7370 1.00 2.00
MODASA 9 2.2222 1.20185 .40062 1.2984 3.1460 1.00 5.00
MEGHRAJ 2 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
BHILODA 5 1.8000 .44721 .20000 1.2447 2.3553 1.00 2.00
VIJAYNAGAR 3 1.0000 .00000 .00000 1.0000 1.0000 1.00 1.00
KHEDBRAHMMA 3 1.6667 .57735 .33333 .2324 3.1009 1.00 2.00
BAYAD 3 1.6667 1.15470 .66667 -1.2018 4.5351 1.00 3.00
DHANSURA 5 1.8000 .44721 .20000 1.2447 2.3553 1.00 2.00
SHAMLAJI 2 1.5000 .70711 .50000 -4.8531 7.8531 1.00 2.00
VADALI 8 2.5000 .92582 .32733 1.7260 3.2740 1.00 4.00
SALAL 2 1.5000 .70711 .50000 -4.853 7.8531 1.00 2.00
KADIADRA 3 1.3333 .57735 .33333 -.1009 2.7676 1.00 2.00
ILOL 3 2.3333 .57735 .33333 .8991 3.7676 2.00 3.00
KANKNOL 2 2.0000 .00000 .00000 2.0000 2.0000 2.00 2.00
TAKATUKA 2 2.0000 1.41421 1.0000 -10.706 14.706 1.00 3.00
BADOLI 3 2.0000 .00000 .00000 2.0000 2.0000 2.00 2.00
SATHAMBA 2 1.5000 .70711 .50000 -4.8531 7.8531 1.00 2.00
KHED 3 1.6667 .57735 .33333 .2324 3.1009 1.00 2.00
Total 110 1.8364 .82980 .07912 1.6796 1.9932 1.00 5.00
[Source: Field Survey] [TABLE - 5.2.22]
The descriptive table provides mean, S.D, and 95% confidence intervals for sale
of milk for different cities/towns.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 80
HYPOTHESES:
H0: There is no statistically significant difference among the retailer of AMUL
milk regarding different parameters (Margin, Punctuality of distributor,
Competitiveness, Quality, Packaging, and Awareness).
H1: There is statistically significant difference among the retailer of AMUL
milk regarding different parameters (Margin, Punctuality of distributor,
Competitiveness, Quality, Packaging, and Awareness).
ANOVA for Rate dairy on the scale of 1-5 on the following factor:
ANOVA
Sum of
Squares Df.
Mean
Square F Sig.
MARGIN
Between Groups
Within Groups
Total
23.617
87.738
111.355
20
89
109
1.181
.986 1.198 .275
PUNCTUALITY OF
DISTRIBUTORS
Between Groups
Within Groups
Total
27.013
96.451
123.464
20
89
109
1.351
1.084 1.246 .238
COMPETITIVENESS
Between Groups
Within Groups
Total
37.666
144.189
181.855
20
89
109
1.883
1.620 1.162 .306
QUALITY
Between Groups
Within Groups
Total
18.628
50.136
68.764
20
89
109
.931
.563 1.653 .057
PACKAGING
Between Groups
Within Groups
Total
22.795
94.159
116.955
20
89
109
1.140
1.058 1.077 .387
AWARENESS
Between Groups
Within Groups
Total
15.040
76.378
91.418
20
89
109
.752
.858 .876 .616
[Source: Field Survey] [TABLE - 5.2.23]
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Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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Here, we reject the NULL hypotheses because above parameters sig. is smaller
than the 0.05 i.e. following:
7. MARGIN = 0.05 < 0.275
8. PUNCTUALITY OF DISTRIBUTOR = 0.05 < 0.238
9. COMPETITIVENESS = 0.05 < 0.306
10. QUALTY = 0.05 < 0.057
11. PACKAGING = 0.05 < 0.387
12. AWARENESS = 0.05 < 0.616
Hence, we reject the NULL hypotheses; there is no statistically significant
difference among the retailer of AMUL milk regarding different parameters
(Margin, Punctuality of distributor, Competitiveness, Quality, Packaging, and
Awareness).
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 83
During my summer training I have observed so many things about the
distribution channel and members of distribution channel of SABAR dairy in
Sabarkantha district.
There are some of the findings regarding it.
The stocking of AMUL SHAKTI milk less available in the retailers shop.
Some retailers are taking more price than MRP printed on AMUL pouch.
DISTRIBUTORS:
1. Distributors have Problems with less margin
2. Irregular of delivery by sabar dairy.
3. Problem of leakage of pecked milk by sabar dairy.
4. Misbehaviours of transport person.
5. Mismatch in order place and receive in order.
6. Inferior goods are not taking return
7. Marketing department of sabar dairy does not give proper response to the
distributors’ complaint like leakage, order payment, replacement
problem.
8. There is no significant relationship between the Responsiveness,
Accuracy, and Customization of service, Inventory handling and order
fulfilment, Information sharing and overall satisfaction level from
distributor.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 84
RETAILERS:
1. Problem of margin
2. Problem of leakage of pecked milk
3. Distributors does not fulfil the order of retailer
4. Misbehaviours of distributor’s
5. High maintaining cost
6. There is no significant relationship between the Accuracy, and, Information
sharing and overall satisfaction level from distributor.
7. But there is significant relationship between the Responsiveness,
Customization of service, inventory handling and order fulfilment and
overall satisfaction level from distributor.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 85
Comparison of overall satisfaction level between Distributor’s and
Retailers’:
[TABLE – 6.1]
2.44
2.46
2.48
2.5
2.52
2.54
2.56
2.58
2.6
Distributor's Satisfaction towards Sabar Dairy
Retailer's Satisfaction to Distributor of Sabar Dairy
Satisfaction Level
Satisfaction Level
[FIGURE – 6.1]
INTERPRETATION:
In the survey of 55 distributors and 110 retailers, I found that the retailers
are more satisfied than distributors of SABAR dairy.
PARTICULAR DISTRIBUTOR'S
SATISFACTION TOWARDS SABAR DAIRY
RETAILER'S SATISFACTION TO DISTRIBUTOR OF SABAR
DAIRY
SATISFACTION LEVEL 2.49 2.589
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Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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CONCLUSION
FOR DISTRIBUTORs:
1. Factor analysis carried out on Survey data of distributors suggested that
they give at most importance to following parameters:
A. Accurate and Customized Service
B. Inventory Holding & Order fulfilment
C. Responsiveness Regarding Query Handling
D. Flexibility
E. Satisfaction Level of Distributors
A SDCMPUL must efforts on Handling the queries of Distributors related
to leakages of packed milk and improvement of credit facilities.
The best part regarding distribution of AMUL milk is that they provide
customized service to distributor; like, cancelation of order,
customization of order, this is appreciable.
2. One sample t-test suggested that there is no uniformity of milk total sales
per day among different towns of Sabarkantha. This finding must be
taken care of by SDCMPUL and they must try to devise measures for
increase in the purchase of pasteurized milk in rural area of Sabarkantha.
3. ANOVA test carried out for overall satisfaction of distribution associated
with SDCMPUL reveal that distributers are not equally satisfied with the
distribution pattern and strategies of SDCMPUL. This should be further
investigated.
4. Distributors equally opine for parameter like Margin, Timeliness, Credit
limit, Quality, Packaging, Competitiveness this signifies that distributors
face similar level of satisfaction / Dissatisfaction related to those
parameters.
One of the major problems which need investigation is rejection of milk
pouches because of leakages by retailer and customer.
For, reducing induce competition among distributor it is proposed by the
researcher to remove retailer and appoint new distributors who caterd to
large geographical area.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 88
FOR RETAILERs:
5. Factor analysis carried out on Survey data of retailers suggested that they
give at most importance to following parameters:
A. Service, Inventory handling and order fulfilment,
Information sharing of SDCMPUL.
B. Responsiveness and Accuracy
C. Margin, Punctuality and Competitiveness
D. Quality
E. Flexibility
A SDCMPUL must efforts on Handling the queries of Retailer related to
Awareness of Pasteurised AMUL packed milk and improvement in
packaging and punctuality of distributors.
The best part regarding retailer of AMUL milk is that they provide quick
response and on time delivery.
6. One sample t-test suggested that there is no uniformity of milk total sales
per day among different towns of Sabarkantha and aravalli. This finding
must be taken care of by SDCMPUL and they must try to devise measure
for increase in the purchase of pasteurised milk in rural area of
Sabarkantha and aravalli.
7. Retailers equally opine for parameter like Margin, Punctuality of
distributors, Competitiveness, Quality, Packaging, and Awareness this
signifies that retailers face similar level of Satisfaction / Dissatisfaction
related to those parameters.
For, reducing induce competition among retailer it is proposed by the
researcher to remove those retailer from the same area. So, it will be
reduce the overcharges of AMUL milk.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 89
SUGGESTION
(-Implementation, - Suggestion)
It was Observed that the distributor are facing huge losses because of
leakage or damage of the pouch milk. For this, the people or driver who
are responsible for loading or unloading process should be provide
more training so as to decrease the damages.
Certain exclusive distributors are unaware about the new billing system
operate by organization i.e. SAP. So, they need to be explained properly
about everything. Their doubts need to be cleared.
Trucks which are used for transport of AMUL pouch milk should be
washed regularly properly.
Do not place more than one distributor in same market area.
Timely visit should be given to the distributors shops.
Union should provide banner, holdings, local channel television
advertising to the distributors.
Union should take care of distributors by solving their problems.
SABAR DAIRY has structured distribution network, in flush season i.e.
In summer when market demand is high the routs are again gets re-
structured.
Union should improve the Packaging of packed milk.
Union should improve their communication system.
Awareness about pasteurized milk in market mostly in rural area.
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9. http://www.census2011.co.in/
10. http://www.sabardairy.org/AboutUs.aspx
11. http://www.nddb.org/English/Pages/default.aspx
12. http://www.nddb.coop/english/Services/CS/Pages/Co-operative-Services.aspx
13. http://gujaratinformation.net/showpage.aspx?contentid=105
14. http://www.gujaratstat.com/agriculture/2/milkanddairyproducts/167/stats.aspx\
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 92
15. Aagja, J.P. and Garg, R. (2010), “Measuring perceived service quality for distribution in the dairy Indian context”, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 4 No. 1, pp. 60-83.
16. Bahia, K. and Nantel, J. (2000), “A reliable and valid measurement scale for the perceived servicequality of FMCG”,International Journal of durable and non-durable goods Marketing, Vol. 18 No. 2, pp. 84-91.
17. Bhatnagar, R. and Viswanathan, S. (2000), “Re-engineering global supply chains: alliances between manufacturing and global logistics service providers”, International Journal of Physical Distribution & Logistics Management, Vol. 30 No. 1, pp. 13-34.
18. Bhatnagar and Viswanathan, 2000: Investment, volume flexibility; Ratten, 2004: Inventory levels, order cycle time, lead-times and improvement in customer service.
19. Thaiet al.(2011): Time delivery, correct delivery, cost consideration, inventory accuracy, quality of services, flexibility, customization, shipments in terms of value/ volume, communication system, sensitive information sharing, quick response, customer complaint, total order cycle time, fill rate and use of technology.
20. van Damme, D.A. and Ploos van Amstel, M.J. (1996), “Outsourcing logistics management activities”,International Journal of Logistics Management, Vol. 7 No. 2, pp. 85-95.
21. Bolumole, Y.A. (2001), “The supply chain role of third-party logistics providers”,International Journal of Logistics Management, Vol. 12 No. 2, pp. 87-102.
22. Cochran, J.K. and Ramanujam, B. (2006), “Carrier-mode logistics optimization of inbound supply chains for electronics manufacturing”, International Journal of Production Economics, Vol. 103 No. 2, pp. 826-40.
23. Lau, K.H. and Zhang, J. (2006), “Drivers and obstacles of outsourcing practices in China”,International Journal of Physical Distribution & Logistics Management, Vol. 36 No. 10,pp. 776-92.
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Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
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Questionnaire – I (Distributor)
Dear Respondent,
I am the student of Master of Business Administration. As a part of academic
curriculum in M.B.A. programme, we have to undergo a summer internship
project on “Analysing Performance and Satisfaction of Channel Member Associated with Distribution of AMUL milk – Study Based on Survey Sabarkantha and Aravalli Districts”. In this context, I have doing a research
so we request you to fill up this questionnaire to help us in our study. I ensure
you that this database will be used for academic purpose only.
________________________________________________________ Please place a tick-mark (√) where required
1. Name: __________________________________________________________________
2. Address: ________________________________________________________________
3. Phone: __________________________________________________________________
4. Gender: _________________________________________________________________
5. What age group do you belong to?
[ ] 18-20 [ ] 21-25 [ ] more than 25
6. What is your income per month?
[ ] 5000-10,000 [ ] 10,000-15,000 [ ] Above 15,000
7. How many retailer you have? ……………..
8. How much margin you get form the retailer? ……………….. (Rs)
9. How much margin you get from Sabar Dairy? ………….. (Rs)
10. What quality of milk gets sold in your area?
1. 1500 – 3500 [ ]
2. 3500 – 5500 [ ]
3. 5500 – 7500+ [ ]
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 96
11. Which type of milk sells the most and how much?
1. AMUL Gold ……………….. (in litres)
2. AMUL Shakti ……………….. (in litres)
12. Do you sell other brands of milk rather than AMUL?
[ ] Yes [ ] No
If Yes than why? ……………………………………
If No than why? ……………………………………..
13. What quantity of packed milk of other brand gets sold in your area?
………………………………………..
14. Rate Dairy on the scale of 1-5 on the following factors:-
(1 = Very Satisfied, 2 = Satisfied, 3 = Neutral, 4 = Dissatisfied, 5 = Very Dissatisfied)
Particulars 1 2 3 4 5
Margin
Timeliness
Credit limit
Quality
Packaging
Competitiveness
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 97
15. Give your answer using the following scale according to your satisfaction.
1) Responsiveness
2) Accuracy
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Cost consideration
On time delivery
Use of technology
Correct delivery
3) Customization of service
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Quality of services
Customization of services
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Quick response
Flexibility
Handling of customer
complaints
Total order cycle time
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 98
4) Inventory handling and order fulfilment
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Inventory accuracy
Shipments in terms of
value/volume
Fill rates
5) Information sharing
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Communication system
Sensitive information sharing
16. Overall satisfaction?
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Satisfaction
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 99
Questionnaire – II (Retailer)
Dear Respondent,
I am the student of Master of Business Administration. As a part of academic
curriculum in M.B.A. programme, we have to undergo a summer internship
project on “Analysing Performance and Satisfaction of Channel Member Associated with Distribution of AMUL milk – Study Based on Survey Sabarkantha and Aravalli Districts”. In this context, I have doing a research
so we request you to fill up this questionnaire to help us in our study. I ensure
you that this database will be used for academic purpose only.
________________________________________________________
Please place a tick-mark (√) where required
1. Name of shop: ___________________________________________________________
2. Address: ___________________________________________________________
3. Phone: ___________________________________________________________
4. Gender: ___________________________________________________________
5. What age group do you belong to? [ ] 18-20 [ ] 21-25 [ ] more than 25
6. What is your income per month?
[ ] 5000-10,000 [ ] 10,000-15,000 [ ] Above 15,000
7. Average daily sales (in litres)?
1. 10 – 50 [ ]
2. 50 – 150 [ ]
3. 150 – 300 [ ]
4. 300 – 450 [ ]
5. 450+ [ ]
8. How much margin get form customers ……………….. (Rs)?
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 100
9. How would you rate your present sales?
1. Satisfactory
2. Unsatisfactory
10. If the answer to the above is unsatisfactory then please choose the reasons from
below:
1. Competition from other brands
2. Competition from local dairy owners
3. Local milk producers
11. Which type of milk sells the most?
1. AMUL Gold ……………….. (in litres)
2. AMUL Shakti ……………….. (in litres)
12. Do you sell other brands of milk rather than AMUL?
[ ] Yes [ ] No
If, Yes than why? ……………………………………
13. Rate distributors on the scale of 1-5 on the following factors:
(1 = Very Satisfied, 2 = Satisfied, 3 = Neutral, 4 = Dissatisfied, 5 = Very Dissatisfied)
Particulars 1 2 3 4 5
Margin
Punctuality of distributors
Competitiveness
Quality
Packaging
Awareness
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 101
14. Give your answer using the following scale according to your satisfaction.
1) Responsiveness
2) Accuracy
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Cost consideration
On time delivery
Use of technology
Correct delivery
3) Customization of service
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Quality of services
Customization of services
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Quick response
Flexibility
Handling of customer
complaints
Total order cycle time
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“Analysing Performance and Satisfaction of Channel Members Associated with Distribution of AMUL milk”
Study Based on Survey in SABARKANTHA and ARAVALLI Districts.
Page | 102
4) Inventory handling and order fulfilment
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Inventory accuracy
Shipments in terms of
value/volume
Fill rates
5) Information sharing
Strongly
Agree Agree Neutral Disagree
Strongly
Disagree
Communication system
Sensitive information sharing