Study on the Penetration of Amul Kool Milk

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Study on the p enetration of amul kool milk

Study on the penetration of amul kool milk by Hemanth CRPatna , Campaign Manager at Google India Pvt . Lt d.,

on Jan 31, 2011

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Mohit Vyas
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This is quite educative.

1 year ago Reply

plz send a copy of the report to me on [email protected]

2 years ago Reply

please s end me a copy of this documents on my mail id... indravadan [email protected]

2 years ago Reply

Study on the penetration of amul kool milk Document Transcript

1. Study on the Penetration of Amul kool milk beverages product in theretail outlets of Cochin as well

as the factors that Influence the Stocking Decision of these products SUMMER PROJECT Submitted to

RAJAGIRI SCHOOL OF MANAGEMENT In partial fulfillment of the requirement of the award of the

MASTERS DEGREE IN BUSINESS ADMINISTRATION (2007-2009) By RAHUL RAJ Register No.

5355 RAJAGIRI SCHOOL OF MANAGEMENT RAJAIRI COLLEGE OF SOCIAL SCIENCES

RAJAGIRI VALLEY PO KOCHI - 682039

2. DECLARATIONI hereby declare that the report titled A Study of the Retail Penetration of Amul

products in Cochin is a bonafide record of the summer project done by me for Amul INDIALTD,

Cochin during the period April-May 2008 as part of my MBA program at RajagiriSchool of Management,

Kochi. This study has been undertaken in partial fulfillment of therequirement for the award of Master of

Business Administration by Mahatma GandhiUniversity, KeralaI also declare that this report has not been

submitted in full or part thereof, to anyuniversity or institutions for the award of any degree or

diploma.Place: Kochi RAHUL RAJDate: 09/06/2008 Rajagiri School of Management 2

3. ACKNOWLEDGEMENTMy gratification and elation on the success of this project would be

incomplete withoutmentioning the names of all the people who helped me with it and without whose

guidanceand encouragement this wouldnt have been successful.Above all I thank My Family for his

grace and blessings at each and every stage of theproject.I would like to express my deepest gratitude to

the organization guide, M r. SudheerSudhakaran, Deputy Manager (Sales), Amul India Ltd., Cochin for

having given methe opportunity to do my project work in the organization.I extend my sincere thanks to

Mr. George Paul, Faculty Member, Rajagiri School ofManagement, Cochin for having spared his valuable

time with me and for all theguidance given in executing the project as per requirements.Last but not least,

I would like to record my deepest sense of gratitude to my friends fortheir support and constant

encouragement. 3

4. TABLE OF CONTENTSSl.No CONTENTS Page No 1 Executive Summary 5 2 Industry Profile 6 3

Company Profile 9 4 Research Methodology 11 5 Data Analysis 15 6 Findings 30 7 Recommendation 32

8 Bibliography 34 9 Appendix 35 4

5. EXECUTIVE SUMMARYThis project was undertaken with the objective of penetration of kool milk

oyega

Sahul at East Region at SAHULAT MICROFINANCE SOCIETY

Indravadan Jambu at Michele Janezic A Pvt Ltd

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product inthe outlet levels. It also looked into the different factor of stocking decision to the productin the

retail outlets . The study was conducted at Amul India Ltd, Cochin branch. Theretailers preference was

studied through using questionnaire.A sample size of 60 respondents was taken for the study, whose

responses werestudied and interpreted .The sampling design was used convenience sampling.

Theprocess of analysis was done through excel work sheets, frequency table, percentageanalysis etc.It

was found that due to low consumption of milk, there is no more awareness of milkproduct here It was

the major cause to the low sell of kool milk product. Like that penetrationlevel in the outlet of milk

product was low.To the consider of s tocking decision of produc t in retail outlet, Trust of the c ompany

was the firstpreference of the retailers then credit on the product.Finally the whole study of the research

work , the company needs the effectiveadvertisement of the product in the local channel and print media

for awareness of koolproduct. 5

6. INDUSTRY PROFILEFOOD INDUSTRYThe food industry is the complex, global collective of

diverse businesses that togethersupply much of the food energy consumed by the world population. Only

subsistencefarmers, those who survive on what they grow, can be considered outside of the scope ofthe

modern food industry.The food industry includes: Regulation: local, regional, national and international

rules and regulations for food production and sale, including food quality and food safety, and industry

lobbying activities Education: academic, vocational, consultancy Research and development: food

technology Financial services: insurance, credit Manufacturing: agrichemicals, seed, farm machinery and

supplies, agricultural construction, etc. Agriculture: raising of crops and livestock, seafood Food

processing: preparation of fresh products for market, manufacture of prepared food produc ts Marketing:

promotion of generic produc ts (e.g. milk board), new products , public opinion, through advertising,

packaging, public relations, etc Wholesale and distribution: warehousing, transportation, logistics Retail:

supermarket chains and independent food stores, direct-to-consumer, restaurant, food

servicesADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food

producers in the world India has diverse agro-climatic conditions and has a large and diverse raw material

base suitable for food processing companies 6

7. Investment requirement of around US$ 15 billion exists in the food processing sector India is looking

for investment in infrastructure, packaging and marketing India has huge scientific and research talent

pool A largely untapped domestic market of 1000 million consumers 300 million upper and middle class

consume processed food 200 million more consumers expected to shift to processed food by 2010 Well

developed infrastruc ture and distribution network Rapid urbanization, increased literacy, changing life

style, increased number of women in workforce, rising per capita income- leading to rapid growth andnew opportunities in food and beverages sector 50 per cent of household expenditure by Indians is on

food items Strategic geographic location (proximity of India to markets in Europe and Far East, South

East and West Asia)Under the food industry, Dairy product is very important part of food processing.

Dairyprocessing is acting good role in India.Dairy ProcessingIndia ranks first in the world in terms of

milk production. Indian production stands at 91million tones growing at a CAGR of 4 per cent. This is

primarily due to the initiativestaken by the Operation flood programmes in organizing milk producers into

cooperatives;building infrastructure for milk procurement, processing and marketing and

providingfinancial, technical and management inputs by the Ministry of Agriculture and Ministry ofFood

Processing Industries to turn the dairy sector into viable self- sustaining organizedsector. About 35% of

milk produced in India is processed. The organized sector (largescale dairy plants) processes about 13

million tones annually, while the unorganized sectorprocesses about 22 million tones per annum. In theorganized sector, there are 676 dairyplants in the Cooperative, Private and Government sectors registered

with the Governmentof India and the state Governments. 7

8. India has a unique pattern of production, processing and marketing/consumption of milk,which is not

comparable with any large milk producing country. Approximately 70 millionrural households (primarily,

small and marginal farmers and landless labourers ) in thecountry are engaged in milk production. Over

11 million farmer are organized into about0.1 million village Dairy Cooperative Societies (DCS)(about 110

farmers per DCS). Thecumulative milk handled by DCS across the country is about 18 million kg of milk

per day.These cooperatives form part of a national milk grid which links the milk producersthrough out

India with consumers in more than 700 towns and cities bridging the gaps onaccount of seasonal and

regional variations in the availability of milk.The Ministry of food Processing Industries is promoting

organized Dairy processing sectorto accomplish upcoming demands of processed dairy products and


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helping to identifyvarious areas of research for future product development and quality improvement

torevamp the Indian dairy export by way of providing financial assistance to the dairyprocessing units. 32

Units have been sanctioned financial assistance (Rs.591 lakhs) underthe plan scheme of the Ministry

during the year 2006-07.Major Indian and Overseas Players in the Food industry ITC Limited Parle

Products Pvt. Ltd. Agro Tech Foods Amul Perfetti India Ltd. Cadbury India Ltd. PepsiCo India Holdings

Nestle India Pvt. Ltd. Britannia Industr ies Ltd. Hindustan Uni Lever Limited MTR foods limited Godrej

industries Limited Dabur India Ltd. 8

9. COMPANY PROFILEAmul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative

movement inIndia. I t is a brand name managed by an apex c ooperative organisation, Gujarat Co-operative

Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned bysome 2.6 million milk

producers in Gujarat, India. It is based in Anand town of Gujaratand has been a sterling example of a co-

operative organizations success in the long term.The Amul Pattern has established itself as a uniquely

appropriate model for ruraldevelopment. Amul has s purred the White Revolution of India, which has

made India thelargest producer of milk and milk products in the world. It is also the worlds

biggestvegetarian cheese brand .GCMMF:Gujarat Cooperative Milk Marketing Federation (GCMMF) is

Indias largest food productsmarketing organisation. It is a state level apex body of milk cooperatives in

Gujarat whichaims to provide remunerative returns to the farmers and also serve the interest

ofconsumers by providing quality products which are good value for money.Amuls product range

includes milk powders, milk, butter, ghee, cheese, curd, chocolate,ice cream, cream, shrikhand, paneer,

gulab jamuns, basundi, Nutramul brand and others. InJanuary 2006, Amul plans to launch Indias first

sports drink Stamina, which will becompeting with Coca Colas Powerade and PepsiCos Gatorade .Amul

is the largest food brand in India and worlds Largest Pouched Milk Brand with anannual turnover of US

$1050 million (2006-07). Currently Amul has 2.6 million producermembers with milk collection average

of 10.16 million litres per day. Besides India, Amulhas entered overseas markets such as Mauritius, UAE,

USA, Bangladesh, Australia, China,Singapore, Hong Kong and a few South African countries. I ts bid to

enter Japanese marketin 1994 had not succeeded, but now it has fresh plans of flooding the Japanese

markets.Other potential markets being considered include Sri Lanka.Dr Verghese Kurien, former

chairman of the GCMMF, is recognised as the man behind thesuccess of Amul. On 10 Aug 2006 Parthi

Bhatol, chairman of the Banaskantha Union, w aselected chairman of GCMMF. 9

10. ACHIEVEMENT:Amul :Asias largest dairy co-operative was created way back in1946 to make the

milkproducer self-reliant and conduct milk- business with pride. Amul has always been thetrend setter in

bringing and adapting the most modern technology to door steps to ruralfarmers. Amul created history infollowing areas:a)First self motivated and autonomous farmers organization comprising of more

than5000000 marginal milk producers of Kaira District.b) Created Dairy co-operatives at village level

functioning with milk collection centresowned by them.c) Computerized milk collection system with

electronic scale and computerized accountingsystem.d)The first and only organization in world to get

ISO 9000 standard for its farmers co-operatives.e)First to produce milk from powder from surplus

milk.Amul is the live example of how co-operation amongst the poor marginal farmers canprovide means

for the socio-economic development of the under privileged marginalfarmers.Amul in abroad:Amul is

going places. Literally. After having established its presence in China, Mauritiusand Hong Kong, Gujarat

Cooperative Milk Marketing Federation (GCMMF), Indiaslargest milk cooperative, is waiting to flood the

Japanese market.Then, GCMMF is also looking at Sri Lanka as one of its next export destinations.

Amulproducts are already available on shelves across several countr ies, including the US, China,Australia,West Asian countries and Africa.GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products

include pouch milk,ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk. 10

11. RESEARCH METHODOLOGY 11

12. TITLE OF THE STUDYA study of the penetration of AMUL kool mlik beverages products in the

retail outletsof Cochin & the factors that influence the stocking decision of retailers of such

products .OBJECTIVE OF THE RESEARCH To f ind out the penetration of AMUL KOOL MILK

beverages products in the retail outlets of Cochin with reference to retailers of such products. To find

out the factors that influences the stocking decision of retailers of kool milk beverages product in

Cochin.PROBLEM STATEMENTThere has been a drop in the percentage of retail outlets in Cochin

where Amul hadpenetration for its products, this study is intended to find out the percentage of

outletswhere penetration of Amul products exists now and find out the factors that influence thebuying


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decision of retailers of beverage products.SCOPE OF THE STUDYThe scope of the study is limited

solely to the markets visited by the researcher for thepurpose of research; this may hence not be a total

reflection of the penetrat ion of AMULproducts for all the retail outlets in Cochin.SOURCES OF

DATAPrimary sourcesThe primary data was collected through questionnaires. They were filled using

thescheduled method of data collection by the researcher.Secondary sourcesThe secondary sources were

used only for collecting information regarding the sample,they were however not used for analysis. 12

13. RESEARCH DESIGN A Research design specifies the methods and procedures for conducting a

particularstudy. It is a map (or) blue print to w hich the research is to be c onducted. Descriptiveresearch

design has been considered as a suitable methodology for present study and fordata analysis.SAMPLING

DESIGNThe sampling design used was Convenience sampling, which is a non-probabilitysampling

method. The convenience factors were the availability and approachability of

therespondents.POPULATIONAll types of outlets that stock and sell kool milk beverages products in the

markets. Theoutlets have been classified into as follows Convenience stores : All kinds of shops

including bakeries Eateries : all kinds of eating joints Groceries : all shops selling groceriesPLACES

OF STUDYThe study was conducted in the retail outlets in and around COCHIN in the followingareas i.

Aluva ii. Chembumukku iii. Ernakulam iv. Kakkanad v. Kaloor vi. Kachheripadivii. Mattancherryviii.

Menaka ix. M.G.Road x. Palarivattom xi. Tripuntraxii. Thevra jn. 13

14. MEASUREMENTThe research objective requires the researcher to find out the penetration of Amul

koolmilk beverages products with reference to retailers of such products.For this the following data

relevant were collected a. Amul product sold by the retailers b. If sold, then which of the competitors

complimentary products, has a higher penetration in that outlet. c. Strategies adopted by the companyand its distributors that influence the stocking decision for the product.LIMITATIONS OF THE

RESEARCHThe limitations of the research were as follows 1. Lack of proper experience on the part of

the researcher in conducting such studies in the past. 2. Time frame required was not enough to survey

more number of outlets.ANALYSIS TECHNIQUESQuantitative analysis is performed using the data

collected at each outlet to estimate thepresence of Amul products.Tools Utilized Percentage Analysis

Graph Chart 14

15. DATA ANALYSIS & INTERPRETATION 15

16. 3. Outlet Types visited for the purpose of research. Convenience Store Eatery Grocery TotalOutlets

35 13 12 60The above table shows that out of 60 outlets surveyed; there were 35 convenience

stores,13eatery and 12 grocery. RETAIL OUTLETS SURVEYED Series1 GROCERY 20% EATERY

22% CONVENIENCE STORE 58%Of all the retail outlets surveyed, 58% are convenience stores, 20%

are groceries, 22% areeateries. 16

17. 4. How long have you been into the kool milk business? Less than 1 year 1-3 years More than 3 Total

years TheOutlets 30 17 11 60 table shows that out of 60 outlets,30 are those outlet which are selling the

product less than 1 year, 17are 1-3 years and 11 are more than 3 years. DURATION SINCE IN

BUSINESS Series1 52% 29% 19% LESS THAN 1 YEAR 1 - 3 YEARS MORE THAN 3 YEARSOverall

retail outlet surveyed, 52% are those outlet which have this product less than 1years, 29% have 1-3 years

and 19% have more than 3 years. 17

18. 5a.Penetration Level of Amul products in retail outlets of Cochin. AMUL TYPE TOTAL YES NOConvenience 25 10 35 Store/ Modern Trade Eatery 3 10 13 Grocery 4 8 12 Total 32 28 60The table

above shows that the product Amul has penetrated in 32 outlet in thecomparision of 60 outlets .

PENETRATION OF AMUL PRODUCT IN THE RETAIL OUTLET 47% YES 53% NOThe graph

defines that Amul penetrated in 53% outlet while no penetration in 47% outlets. 18

19. MILMA TYPE YES NO TOTAL Convenience Store/Modern Trade 17 18 35 Eatery 2 11 13 Grocery

4 8 12 TOTAL 23 37 60The table above shows that the product Milma has penetrated in 23outlets to the

retailoutlets surveyed. PENETRATION OF MILMA PRODUCT IN THE RETAIL OUTLET Series1 62%

38% YES NO The above graph represents the penetration of Milma products which has 38% ofoutlets

surveyed. 19

20. OTHERS TYPE YES NO TOTAL Convenience Store/Modern Trade 6 29 35 Eatery 8 5 13 Grocery8 4 12 TOTAL 22 38 60The table above shows that the products of other local brands available in 22


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outlet of 60outlets surveyed. PENETRATION OF OTHER LOCAL BRAND IN RETAIL OUTLETS

Series1 63% 37% YES NOThe graph represents the penetration of kool milk beverages products of other

brands is37% in Cochin outlets. 20

21. 5b.Which company kool product do you sell most? AMUL MILMA OTHERS TOTAL OUTLETS 30

18 12 60The table shows that the sell of Amul is higher in 30 outlet while Milma in 18 and Othersin 12

outlets of 60 outlets. MOST SELL OF COMPANY PRODUCT OTHERS 20% MILMA 30% AMUL

50%Here chart represents the higher sell of product of the company where Amul is higher in50% outlets

where as Milma in 30% outlet and others in 20%. 21

22. 6.Outlets share of the various kool milk beverages product in cochin. AMUL MILMA OTHERS

OUTLETS 32 23 22The table defines that in 60 outlets, 32 are those outlets where Amul available, Milmain23 and Others in 22 outlets. OUTLETS SHARE OF VARIOUS KOOL MILK BEVERAGES PRODUCT

OTHERS 29% AMUL 41% MILMA 30%From the graph it is clear that Amul has outlets share of 41%,

followed by Milma withoutlets share of 30% and the other local brands have outlets share of 29%. 22

23. 7a,8a,9a. Availability of credit, discount and good distribution channel in Amul product. AMUL

OUTLETS YES NO CREDIT 12 20 DISCOUNT 10 22 GOOD DISTRIBUTION CHANNEL 20 12 The

table defines credit, discount and good distribution channel of Amul. Amul available in32 outlet of 60

outlets surveyed. Among 32 outlets of Amul, only 12 outlets get credit while 20 outlet do not get.

Regarding discount, only 10 outlets get discount while 22 outlets dont get. For distribution channel, 20

outlets said that Amul distribution channel good as well as moderately good where as 12 outlets said bad

distribution c hannel. 23

24. 69% 70 63% 63% 60 50 37% 37% 40 31% 30 YES 20 NO 10 0 CREDIT DISCOUNT GOOD

DISTRIBUTION CHANNELIn the above chart, it defines that 37% outlets are getting Amul credit, 31%

discount and63% outlets agree that Amul has a good distribution channel.7b,8b,9b. Influencing factor for

stocking decision on the basis of Credit, Discount andDistribution channel. INFLUENCE YES NO

CREDIT 37 23 DISCOUNT 29 31 DISTRIBUTION CHANNEL 35 25This table shows the influencing

factor of stocking decision on the availability of credit,discount and distribution channel of the company.

24

25. Out of 60 outlets surveyed, 37 outlets said that credit influence his stocking decision while23 outlets

said no influence his Stocking decision.Regarding discount, 29 outlets agree that discount influence his

stocking decision while 31outlets not influenced by discount.When consider on the distribution channel,35 outlets agree that it influence the stockingdecision where as 25 outlets said that no influenced by

distribution channel. NO YES 42% DISTRIBUTION CHANNEL 58% 52% DISCOUNT 48% 38%

CREDIT 62% 0 20 40 60 80According to this chart, 62 % outlets accept that credit influence his

stocking decisionwhile 48% told discount and 58% said that good distribution channel influence

hisstocking decision. 25

26. 10a.Replacement offer to the expired packed product by the company? REPLACEMENT OFFER

AMUL MILMA OTHERS TOTAL CHANNEL 25 17 18 60Table represents that 25 outlets said , Amul

has better replacement offer while 17 saidMilma and 18 said others. REPLACEMENT OF EXPIRED

PRODUCT 30% 42% AMUL MILMA 28% OTHERS42% of the retailers believed that Amul has the

better replacement of packed expiredproduct w here as 28% believed Milma and 30% Others. 26

27. 10b.Replacement offer to the expired product influence the stocking decision? INFLUENCE YES NO

TOTAL REPLACEMENT OFFER 36 24 60Out of 60 outlets surveyed ,36 outlets influenced by

replacement offer while 24 outletsdidnt influence by replacement offer. INFLUENCE OF

REPLACEMENT OFFER AS A STOCKING DECISION NO 40% YES 60%On the outlet surveyed ,60%

of the retailers said that the replacement offer influence hisstocking decision while 40% said that

replacement offer does not influence his stockingdecision. 27

28. Q11. Ranking of some of the other factors that influence a retailers stocking decision. PROMOTION

PACKAGING OFFERS CONSUMER PREFERENCEOUTLETPREFERENCE 20 8 10 22FINAL RANK 2

4 3 1 RANKING FACTOR INFLUENCING DECISION Series1 1 2 3 4 PROMOTION PACKAGING

OFFERS CONSUMER PREFERENCEFrom the above table, it is observed that, consumer preference arethe most importantfactor that affects the stocking decision of the retailer, followed by promotions done


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by thecompany to promote its products , offers and finally packaging of the product. 28

29. Q12. Overall ranking of the influencing factors to the buying decision of retailers. CREDIT

DISTRIBUTION DISCOUNT COMPANY CHANNEL TRUSTOUTLETPREFERENCE 18 13 10

19FINAL RANK 2 3 4 1 RANKING OF BUYING DECISION BY RETAILORS Series1 COMPANY

TRUST 1 DISCOUNT 4 DISTRIBUTION CHANNEL 3 CREDIT 2From the above table it is observed

that, company trust is the highest rated factor to theinfluencing the stocking decision of the product to

the retailer, followed by the credit,quality of the distribution network and finally the discount. 29

30. FINDINGS OF THE STUDYAs per the analysis the following outcome may be considered.1.Due to

low consumption of milk in Cochin ,there is no more awareness of the milkproduct here.2. Lack of

awareness of milk product is the major cause to the low consumption of koolmilk beverages product.3.According to outlets surveyed, the milk beverage products are consumed mostly from

1years.4.Amul is available in maximum outlets in the comparison of the competitor products.5. On the

basis of sell of milk beverage product, Amul acts the leading role amongcompetitor product.6 There is

only few outlets where credit and discount available by the Amul company.7. On the concern of

distribution channel , most of the retailers agree that Amul has gooddistribution channel.8. Amul gives the

better replacement offer to the expired product than the other companyproducts.9.Replacement offer to

the expired product is one of the most important factor forinfluencing the stocking decision of the

product.10. Ranking of some other fac tors that influence the retailers stocking decision:Following is the

order in which the retailers ranked the other factors that influence theirstocking decision. i. Cons umer

preference given by the c ompany to the retailers of the product was raked 1st ii. Promotional strategies

of the company for promoting its products was ranked 2nd iii. Offers for the product was ranked 3rdiv. Packaging of the product was ranked only 4th 30

31. 11. Overall ranking of the factors that influence the retailers stocking decision. Following is the

sequential order in which the retailers ranked the factors that influence their stocking decision. i. Trust of

the company is the most important point for its products. ii. Credit offered by the distributor iii.

Distribution in supplying the products regularly iv. Discounts provided by the company for its products.

31

32. RECOMMENDATIONS1. Amul has a relatively good distribution network, but still company is not

able to fulfill the demand of outlet in the peak season when demand is very high. Here company should

consider on the supply of product in the peak season.2. Supply should be regular to all the outlets

including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible

routes.3. Since the penetration of Amul products in eateries is the worst among all the channels, the

company ought to adopt strategy like supplying free menu cards, which has the company logo printed on

them, this will not only increase the penetration of the product in the outlets, but also improve the market

sales.4. The company should also ask its distributors to supply its products on a bill to bill based credit

system with at least all the reliable retailers, so that the product penetration in the outlets increases in

terms of percentage of units stocked at a time in the outlet, this would also look appealing to the

customer who would instead like to pick up the product at first glance.5. Credit is the 2nd biggest factor

that influences the penetration of the product into the retail outlet. So company should give the credit to

all outlets.6. Given the fact that margin offered to the retailer is not similar in the case of the competitors

product. For this fact , the company should give good margin to the retailers than the c ompetitors.7. Due

to the lack of awareness of milk product in cochin, the company should be advertised of the product by

print and electronic media specially in local channel and newspapers . 32

33. 8. Discount is also a important factor of stocking decision for retailers. So, company should give

discount to all retailers for influencing the stocking.9. Company should also give the replacement offer to

those outlet which is running with small business.10. Only fresh product should be supply in the outlet.

The main cause of the supply of fresh product is that customer always wants fresh product. They dont

want to take 3 or 4 days old product. 33

34. BIBLIOGRAPHY Naresh K Malhotra., Marketing Research An Applied Orientation, 4th Edition,

Pearson Education Pvt. Ltd, New Delhi, 2003. Abraham Koshy, Mileshwar Jha -- Marketing

Management, Pearson Prentice Hall, New Delhi, 2007. C.R.Kothari- Research Methodology, New AgeInternational (P) Limited, New Delhi 2007.WEBLIOGRAPHY www.wikipedia.org ww w.amul.com


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www.google.com 34

35. ANNEXUREQUESTIONNAIRE FOR THE RETAILERRespected Sir/Madam,This is a questionnaire

intended to study the penetration of AMUL KOOL MILKBEVERAGES PRODUCT in the retail outlets

of COCHIN and the different factors thatplay an important role in the stocking decision of

retailers.1.Name of the Outlet2.Location of theOutlet3.Type of Outlet a) Convenience Store b) Eatery c)

Grocery4. How long have you c) Greater than 3 been into the KOOL a) Less than 1 year b) 1 to 3 years

year MILK business?5a. Which company 1) AMUL 2)MILMA 3)BOTH 4)OTHERSproduct do you

stock?5b.Which 1)AMUL 2)MILMA 3)OTHERScompany koolproduct do yousell most? 35

36. 6. How many units a) AMUL b) MILMA c) Others d)Not Applicabledo you sell of thefollowing

brandsdaily?7a. Do you receive credit a) Yes b) Nofrom the AMULcompany/distributor?7b. Does itinfluence your a) Yes b) Nostocking decision?8a. Is discount available a) Yes b) No c) Not Applicablefor

purchase of AMULproducts?8b. Does discount a) Yes b) Noinfluence your stockingdecision?9a. How

effective do you a) Good b) Moderate c) Bad d) Not Applicablefeel AMULS distributionchannel?9b.

Does the effectiveness a) Yes b) Noof the distribution channelinfluence your stockingdecision?10a.

Which company offers a) AMUL b) MILMA c) Others d) None inyou a better replacement

particularalternative against expiredpacked product? 36

37. 10b. Does it influence your a) Yes b) Nostocking decision11. Which other factors given below

influence your stocking decision? Rank on a scaleof (1 4), the options given below, where 1 is the

most important & 4 is the leastimportant.Packaging ________ Promotional effectiveness of the

company________Offers _______ Consumers preference ________12. Rank the following criteria from

( 1 4 ), where 1 is the most important and 4 isthe least important, which influences your stocking

decision? Credit _______ Distribution channel efficiency______ Discount _______ Trust of the

company_______13.Suggestion for Amul:Thank you for your kind cooperation, valuable inputs and time.

37

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