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SATISFACTIONOF RETAILORS OF AMUL WITH REGARDS TO ITS
DISTRIBUTORS AND SALESMEN’S BEHAVIOUR

SUBMITTED TO
(OAKBROOK BUSINESS SCHOOL)
GUJARAT TECHNOLOGICAL
UNIVERSITY
(MBA PROGRAMME)
DIPAL VORA (148320592064)
UMANG TAPODHAN (148320592093)

TOPIC TO BE COVERED
 INTERODUCTION & HISTERYS
 COOKIES AND TOAST SELLING
INCRISING
 RESEARCH MEDHADOLOGY
 DATA ANALYSIS & INTERPRETATION
 FINDING SUGGATION & CONCULATION
 SWOT ANYLYSIS
 BIBLIOGRAPHY

LARGEST FOOD BRAND AND BUSINESS IN
INDIA

 Fast moving consumer goods (FMCG) is the fourth largest sector in the
Indian economy The overall FMCG market is expected to increase at a
compound annual growth rate (CAGR) of 14.7 per cent to touch US$ 110.4
billion during 2012-2020
 The FMCG sector has grown at an annual average of about 11 per cent
over the last decade. Food products is the leading segment, accounting for
43 per cent of the overall market. Personal care (22 per cent) and fabric care
(12 per cent) come next in terms of market share.
 There is a lot of scope for growth in the FMCG sector from rural markets with
consumption expected to grow in these areas as penetration of brands
increases
 India is the world leader in milk production with total volume of 115 million
tons. Driven by steady population growth and rising income, milk
consumption continues to rise in India
INTRODUCTION

 Dr Verghese Kurien, former chairman of the GCMMF -the man behind the
success of Amul.
 In the year 1946 the first milk union was established. This union was started
with 250 litters of milk per day.
 In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS UNION.
 The GCMMF is the largest food products marketing organization of India. It
is the apex organization of the dairy cooperatives of Gujarat.
 It is the exclusive marketing organization for products under the brand name
of Amul and Sager.
 Over the last five and a half decades, dairy cooperatives in Gujarat have
created an economic network that links more than 3.1 million village milk
products with millions of consumers in India.
 Gujarat Cooperative Milk Marketing Federation Ltd.
INTRODUCTION

INTRODUCTION OF THE TOPIC
 All business firms have realized that marketing is a core element of management
philosophy & the key to its success lies in focusing more & more on the supply chain.
That is, it will be the distributer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every retailer.
 Satisfaction is an important element in the evaluating stage. Satisfaction refers to the
supplier state of being adequately rewarded in a supplier situation for the sacrifices
he has made one the retailer selling & use the product they may then become either
satisfy or dissatisfied.
 The result of satisfaction to retailer form the supplier of the product or services is that
more favourable post-sell attitude, higher sell intention & brand loyalty to be exhibited
that the same behaviour is likely to be exhibited in a similar selling situation.
 The term ‘distributer’ is a typically used to refer to someone who regularly selling
from a particular . retailer are people who are happy with the product & services &
are willing to come back & pay for it again.

RESEARCH OBJECTIVE
 To know the amul cookies and toast sealing
increasing and market value .
 PRIMARRY OBJECTIVE
 Understand the supply chain of Amul
 To fined out the difficulty phase by retailers of Amul
 To know awareness of retailer towards Amul cookies
and toast.
 To know the preference of Amul cookies & toast with
comparison to other competitive brands .
 To know the factors which affects retailer buying
behaviour

 Research Design :Descriptive
 Data Collection Method: SURVEY
 Data Collection Tool: Through Questionnaire
 Contact Method: personal interview
 Sampling Unit:200
 Sampling Method: Convenience
 PLACES OF STUDY
 The study was conducted in the retail outlets in SABARMATI, CHANDKEDA,
TRAGAD, MOTERA in the following areas
 Date Source :
 1) Primary data: Through Questionnaire
 2) Secondary data:
 (i) Information from the websites
 (ii) Textbooks on: Business Research Method, Marketing
Management by Philip Kotler,
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
 SOURCES OF DATA
 Primary sources
 The primary data was collected through questionnaires. They were filled
using the scheduled method of data collection by the researcher.
 Secondary sources
 The secondary sources were used only for collecting information regarding
the sample; they were however not used for analysis
 LIMITATIONS OF THE RESEARCH :-
 The limitations of the research were as follows
 1. Lack of proper experience on the part of the researcher in conducting
such studies in the past.
 2. Time frame required was not enough to survey more number of outlets.
 ANALYSIS TECHNIQUES
 Quantitative analysis is performed using the data collected at each outlet
to estimate the presence of Amul product on retailer satisfaction survey.
 Tools Utilized
 Percentage Analysis
 Graph Chart

 Q.2 Category of Outlet ?
DATA ANALYSIS
Store No. of respondents Percentage %
General/provision 50 25
Kirana store 39 19.5
Chemistry store 5 2.5
Milk
booth/dughdalaya
26 13
Mfs national/local 0 0
Sweet shop 19 9.5
Ice cream parlor 11 5.5
Pan plus 30 15
Apo 16 8
Semi wholesaler 4 2
TOTAL 200 100%
2.% of the respondents are semi
wholesaler and 25% of the
respondents are general/provision
store. From the above table we can
conclude that, the majority of the
respondents were belongs to
general/provision store.

 Q.3 Location of Outlet ?
DATA ANALYSIS
Location of outlet No. of
respondents
Percentage %
Residential 102 51
Market Place 045 22.5
Bus stand 018 09
Highway 018 09
School Collage 007 3.5
Hospital 008 04
Amusement area 002 01
Total 200 100%
51% of the respondents are Residential area, 04% of the respondents are
hospital, 01% of the respondents are amusement area, From the above table
we can conclude that, the majority of the respondents were belongs to
residential area

 Q.4 Is it existing Amul outlet?
DATA ANALYSIS
Outlet No.of
represented
Percentage %
Yes 185 92.5
No 15 7.5
Total 200 100
As per the data 92.5% of the respondents yes , 7.5% of the respondents
no. From the table we have conclude that majority of the respondents’
amul outlet.

 Q.5. What Amul Products does it keep?
PRODUCT PERSANTAG
E
PRODUCT PERASNTAG
E
Pouch Milk 14.81 Ice-cream 02.47
Butter 12.35 Ghee
(Amul/Sagar)
13.58
Cheese 09.87 UHT (Tazaa/
Moti)
04.94
Shrikhand 05.80 Flavoured
Milk(Kool/Cans
/Buttermilk/Las
see/MilkShakes
)
07.40
Pouch/Cup
Dahi
11.11 Bread/Cookies 01.23
Fresh/frozen
Paneer
05.92 Milk
Powder(Amuly
a/Amulspray)
01.73
Chocolate/Choc
omini/Chocozo
o
03.08 Fresh Cream 03.70
Mithai(Mithaim
ate/Gulab
Jamun/Kheer/B
asundi)
01.97
TOTALE 100%
As per the data 14.51% of the
respondents pauch of milk ,
12.35% of the respondents butter.
13.58% of the respondents ghee.
1.23% of the respondents bread.
From the table we have conclude
that majority of the respondents’
amul milk.

 Q.6 AWARE ABOUT AMUL COOKIES &
TOAST?
Cookies No of aware Percentage%
Yes 120 60
No 80 40
Toast
Yes 70 35
No 130 65
As per the data 60% of the respondents yes for cookies , 40% of the
respondents no for cookies. 35% of the respondents yes for toast , 65%
of the respondents no for toast From the table we have conclude that
majority of the respondents’ amul cookies and toast awareness .

 Q.7 WHICH AMUL COOKIES AND TOAST
AVAILABLE IN YOUR STORE?
COOKIES Percentage %
BUTTER 90
CHOCOLATE 7
COCONUT 3
TOTAL 100%
As per the data 90% of the respondents for butter cookies, 7% of the
respondents for chocolate cookies 3% of the respondents coconut
cookies , the availability on the basis of this data present on this chart.

TOAST Percentage %
JEERA TOAST 92.5
MILK TOAST 7.5
Total 100
As per the data 92% of the respondents for jeera toast, 8% of
the respondents for milk toast ,
the availability on the basis of this data present on this chart.

 Q.8 WHOUD YOU TAKE ORDER FOR AMUL
COOKIES & TOAST
TAKE ORDER NO OF AWARE PERSANTAGE
%
YES 60 30
NO 140 70
TOTAL 200 200
As per the data 30% of the respondents yes for take order ,
70% of the respondents no for take order.

ANALYSIS OF PROBLEM:
RESONE PERSANTAG%
REPLACEMENT PROBLEM 23%
NOT INTERASTED 17%
DUE TO PRICE
DIFFERENCE
21%
AWERNESS NOT CONTINUS 42%
TOTAL 100%
As per the data 42% of the respondents to awareness not continues, 20%
of the respondents no due to price difference.
16% of the respondents no due to not interested, 16% of the respondents
no due to replacement problem

Q.9 WHICH OTHER COMPANIES COOKIES
&TOAST ARE YOU SELL?
COOKIES
COMPANIES Percentage%
BRITANIA 35
PARLE 30
SUNFEAST 20
OTHER 15
Total 100
As per the data 35% of the respondents for britania, 30% of the
respondents for parle , 20% of the respondents for sun feast, 15% of the
respondents for other company, availability on the basis of this data
present on this chart.

TOAST
COMPANIES Percentage
BRITANIA 25
PARLE 20
EMPIRE 40
OTHER 15
TOTAL 100%
As per the data 25% of the respondents for Britannia, 20% of the
respondents for parle , 40% of the respondents for sun empayer, 15% of
the respondents for other company, arable on the basis of this data

 First we would like to present our survey findings. The main findings of our survey
are as follows:
 1. 2.% of the respondents are semi wholesaler and 25% of the respondents are
general/provision store. From the above table we have conclude that, the majority of
the respondents were belongs to general/provision store.
 2. 51% of the respondents are Residential area, 04% of the respondents are
hospital, 01% of the respondents are amusement area, From the above table we have
conclude that, the majority of the respondents were belongs to residential area
 3. As per the data 71.35% of the respondents yes , 28.64% of the respondents no.
From the table we have conclude that majority of the respondents’ amul outlet.
 4. As per the data 14.51% of the respondents pauch of milk , 12.35% of the
respondents butter. 13.58% of the respondents ghee. 1.23% of the respondents
bread. From the table we have conclude that majority of the respondents’ amul
milk.
 5. As per the data 60% of the respondents yes for cookies , 40% of the respondents
no for cookies. 35% of the respondents yes for toast , 65% of the respondents no for
toast From the table we have conclude that majority of the respondents’ amul
cookies and toast awareness .
FINDINGS:-

 6. As per the data 90% of the respondents for butter cookies, 7% of
the respondents for chocolate cookies 3% of the respondents coconut
cookies , the available on the basis of this data present on this chart.
 As per the data 92% of the respondents for jeera toast, 8% of the
respondents for milk toast , the available on the basis of this data
 7. As per the data 42% of the respondents to awareness
not continues, 20% of the respondents no due to price difference. 16%
of the respondents no due to not interested, 16% of the respondents no
due to replacement problem
 As per the data 30% of the respondents yes for take order , 70% of
the respondents no for take order.
FINDINGS:-

 cookies selling decisions are more decided by retailer selling the cookies, because she act as
a invigilator, execute her decision and influence the same to the selling while ascertaining the
quality, freshness and price. Hence, I suggest GCMMF to concentrate more on the retailer and
distributers suggestions for designing the marketing strategy, because of the selling incising
the cookies and toast in the outlet is dominant, even in the various decisions.
 Occupation of the user influences the selling decisions. The particular occupation plays a vital
role in deciding the product or services. retailer segment are influencing more on amul
cookies and toast. Therefore, an occupation is the factor influencing the amul cookies and
toast product.
 Income of the demand of the customer the retailer purchasing power is desided on the basis
of the customer. The high income prefers to purchase product with the quality, freshness,
thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment
to capture market and position themselves in the minds of the customer with required quality
and quality of amul cookies and toast.
 Since Amul is having loyal retailer and therefore should concentrate more on this factor
through various potential programmes such as campaign, premium packs, offers etc., this
helps to increase the selling loyalty towards the Amul cookies and toast.
 Cookies arability is not a continues in the supply to distributers and retailer the demand off
only for the shortage.
 retailer is influential, hence I suggest Amul to look after the dealers issue with due care.
SUGGESTIONS:

 From the survey conducted it is observed that Amul cookies and toast
has a bad market share.
 From the study conducted the following conclusions can be
drawn. In order the dreams comes into reality and for turning
liabilities into assets one must have to not meet the needs of the
retailer.
 The factors considered by the retailer before purchasing cookies
& toast are not freshness, taste, thickness and availability is not
good.
 Finally I conclude that, majority of the retailer are not satisfied
with the Amul cookies and toast of its good quality, reputation not
good, not a easy availabilities. Some retailer are not satisfied with
the Amul cookies & toast because of replacement problem, arability is
not continues , spoilage and low shelf life etc. therefore, no if slight
modification in the marketing programme such as dealers and
outlets, no promotion programmers, product lines etc., definitely
company can be as a monopoly and week market leader.
 Amul has also to take very care of its competitors into consideration
and more importantly its retailers before making any move.
CONCLUSION

 Marketing Management Philip Kotler, The
Millennium Edition, Prentice Hall Of India
Private Limited, New Delhi.
 Periodical: Business World
 Research Methodology: C.R.Kothari , 2nd
edition.
 S.N Murty and U Bhojanna
BIBLIOGRAPHY & WEBLIOGRAPHY

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