Study on the penetration of amul kool milk

1. “Study on the Penetration of „Amul kool milk‟ beverages product in the
retail 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. DECLARATION
I 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 INDIA
LTD, Cochin during the period April-May 2008 as part of my MBA program at Rajagiri
School of Management, Kochi. This study has been undertaken in partial fulfillment of the
requirement for the award of Master of Business Administration by Mahatma Gandhi
University, Kerala
I also declare that this report has not been submitted in full or part thereof, to any
university or institutions for the award of any degree or diploma.
Place: Kochi RAHUL RAJ
Date: 09/06/2008 Rajagiri School of Management
2

3. ACKNOWLEDGEMENT
My gratification and elation on the success of this project would be incomplete without
mentioning the names of all the people who helped me with it and without whose guidance
and encouragement this wouldn‟t have been successful.
Above all I thank My Family for his grace and blessings at each and every stage of the
project.
I would like to express my deepest gratitude to the organization guide, M r. Sudheer
Sudhakaran, Deputy Manager (Sales), Amul India Ltd., Cochin for having given me
the opportunity to do my project work in the organization.
I extend my sincere thanks to Mr. George Paul, Faculty Member, Rajagiri School of
Management, Cochin for having spared his valuable time with me and for all the
guidance 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 for
their support and constant encouragement.
3

4. TABLE OF CONTENTS
Sl.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 SUMMARY
This project was undertaken with the objective of penetration of kool milk product in
the outlet levels. It also looked into the different factor of stocking decision to the product
in the retail outlets . The study was conducted at Amul India Ltd, Cochin branch. The
retailer‟s preference was studied through using questionnaire.
A sample size of 60 respondents was taken for the study, whose responses were
studied and interpreted .The sampling design was used convenience sampling. The
process of analysis was done through excel work sheets, frequency table, percentage
analysis etc.
It was found that due to low consumption of milk, there is no more awareness of milk
product here It was the major cause to the low sell of kool milk product. Like that penetration
level in the outlet of milk product was low.
To the consider of stocking decision of product in retail outlet, Trust of the company was the first
preference of the retailers then credit on the product.
Finally the whole study of the research work , the company needs the effective
advertisement of the product in the local channel and print media for awareness of kool
product.
5

6. INDUSTRY PROFILE
FOOD INDUSTRY
The food industry is the complex, global collective of diverse businesses that together
supply much of the food energy consumed by the world population. Only subsistence
farmers, those who survive on what they grow, can be considered outside of the scope of
the 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 products
Marketing: promotion of generic products (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 services
ADVANTAGE 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 infrastructure and distribution network
Rapid urbanization, increased literacy, changing life style, increased number of
women in workforce, rising per capita income- leading to rapid growth and new
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. Dairy
processing is acting good role in India.
Dairy Processing
India ranks first in the world in terms of milk production. Indian production stands at 91
million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives
taken by the Operation flood programmes in organizing milk producers into cooperatives;
building infrastructure for milk procurement, processing and marketing and providing
financial, technical and management inputs by the Ministry of Agriculture and Ministry of
Food Processing Industries to turn the dairy sector into viable self- sustaining organized
sector. About 35% of milk produced in India is processed. The organized sector (large
scale dairy plants) processes about 13 million tones annually, while the unorganized sector
processes about 22 million tones per annum. In the organized sector, there are 676 dairy
plants in the Cooperative, Private and Government sectors registered with the Government
of 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 million
rural households (primarily, small and marginal farmers and landless labourers ) in the
country are engaged in milk production. Over 11 million farmer are organized into about
0.1 million village Dairy Cooperative Societies (DCS)(about 110 farmers per DCS). The
cumulative 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 producers
through out India with consumers in more than 700 towns and cities bridging the gaps on
account of seasonal and regional variations in the availability of milk.
The Ministry of food Processing Industries is promoting organized Dairy processing sector
to accomplish upcoming demands of processed dairy products and helping to identify
various areas of research for future product development and quality improvement to
revamp the Indian dairy export by way of providing financial assistance to the dairy
processing units. 32 Units have been sanctioned financial assistance (Rs.591 lakhs) under
the 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 Industries Ltd.
Hindustan Uni Lever Limited
MTR foods limited
Godrej industries Limited
Dabur India Ltd.
8

9. COMPANY PROFILE
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat
and has been a sterling example of a co-operative organization's success in the long term.
The Amul Pattern has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. It is also the world's biggest
vegetarian cheese brand .
GCMMF:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organisation. It is a state level apex body of milk cooperatives in Gujarat 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.
Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate,
ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In
January 2006, Amul plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade .
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an
annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer
members with milk collection average of 10.16 million litres per day. Besides India, Amul
has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market
in 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 the
success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was
elected chairman of GCMMF.
9

10. ACHIEVEMENT:
Amul :Asia‟s largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
Amul created history in following areas:
a)First self motivated and autonomous farmers‟ organization comprising of more than
5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection centres
owned by them.
c) Computerized milk collection system with electronic scale and computerized accounting
system.
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 can
provide means for the socio-economic development of the under privileged marginal
farmers.
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s
largest milk cooperative, is waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul
products are already available on shelves across several countries, 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 STUDY
A study of the penetration of „AMUL kool mlik‟ beverages products in the retail outlets
of Cochin & the factors that influence the stocking decision of retailers of such products.
OBJECTIVE OF THE RESEARCH
To find 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 STATEMENT
There has been a drop in the percentage of retail outlets in Cochin where Amul had
penetration for its products, this study is intended to find out the percentage of outlets
where penetration of Amul products exists now and find out the factors that influence the
buying decision of retailers of beverage products.
SCOPE OF THE STUDY
The scope of the study is limited solely to the markets visited by the researcher for the
purpose of research; this may hence not be a total reflection of the penetrat ion of AMUL
products for all the retail outlets in Cochin.
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.
12

13. RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular
study. It is a map (or) blue print to which the research is to be conducted. Descriptive
research design has been considered as a suitable methodology for present study and for
data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and approachability of the
respondents.
POPULATION
All types of outlets that stock and sell kool milk beverages products in the markets. The
outlets have been classified into as follows
 Convenience stores : All kinds of shops including bakeries
 Eateries : all kinds of eating joints
 Groceries : all shops selling groceries
PLACES OF STUDY
The study was conducted in the retail outlets in and around COCHIN in the following
areas
i. Aluva
ii. Chembumukku
iii. Ernakulam
iv. Kakkanad
v. Kaloor
vi. Kachheripadi
vii. Mattancherry
viii. Menaka
ix. M.G.Road
x. Palarivattom
xi. Tripuntra
xii. Thevra jn.
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14. MEASUREMENT
The research objective requires the researcher to find out the penetration of Amul kool
milk 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 company and its distributors that influence the stocking
decision for the product.
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 products.
Tools Utilized
 Percentage Analysis
 Graph Chart
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15. DATA ANALYSIS & INTERPRETATION
15

16. 3. Outlet Types visited for the purpose of research.
Convenience Store Eatery Grocery Total
Outlets 35 13 12 60
The above table shows that out of 60 outlets surveyed; there were 35 convenience stores,13
eatery 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% are
eateries.
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 The
Outlets 30 17 11 60 table
show
s that out of 60 outlets,30 are those outlet which are selling the product less than 1 year, 17
are 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 YEARS
Overall retail outlet surveyed, 52% are those outlet which have this product less than 1
years, 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 NO
Convenience 25 10 35
Store/ Modern Trade
Eatery 3 10 13
Grocery 4 8 12
Total 32 28 60
The table above shows that the product Amul has penetrated in 32 outlet in the
comparision of 60 outlets .
PENETRATION OF AMUL PRODUCT IN THE
RETAIL OUTLET
47% YES
53% NO
The graph defines that Amul penetrated in 53% outlet while no penetration in 47% outlets.
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19. MILMA
TYPE
YES NO TOTAL
Convenience
Store/Modern Trade 17 18 35
Eatery 2 11 13
Grocery 4 8 12
TOTAL 23 37 60
The table above shows that the product Milma has penetrated in 23outlets to the retail
outlets 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% of
outlets surveyed.
19

20. OTHERS
TYPE
YES NO TOTAL
Convenience
Store/Modern Trade 6 29 35
Eatery 8 5 13
Grocery 8 4 12
TOTAL 22 38 60
The table above shows that the products of other local brands available in 22 outlet of 60
outlets surveyed.
PENETRATION OF OTHER LOCAL BRAND IN
RETAIL OUTLETS
Series1
63%
37%
YES NO
The graph represents the penetration of kool milk beverages products of other brands is
37% in Cochin outlets.
20

21. 5b.Which company kool product do you sell most?
AMUL MILMA OTHERS TOTAL
OUTLETS 30 18 12 60
The table shows that the sell of Amul is higher in 30 outlet while Milma in 18 and Others
in 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 in
50% 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 22
The table defines that in 60 outlets, 32 are those outlets where Amul available, Milma in
23 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 with
outlets 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 don’t get.
For distribution channel, 20 outlets said that Amul distribution channel good as well as
moderately good where as 12 outlets said bad distribution channel.
23

24. 69%
70 63% 63%
60
50
37% 37%
40 31%
30 YES
20 NO
10
0
CREDIT DISCOUNT GOOD
DISTRIBUTION
CHANNEL
In the above chart, it defines that 37% outlets are getting Amul credit, 31% discount and
63% outlets agree that Amul has a good distribution channel.
7b,8b,9b. Influencing factor for stocking decision on the basis of Credit, Discount and
Distribution channel.
INFLUENCE
YES NO
CREDIT 37 23
DISCOUNT 29 31
DISTRIBUTION CHANNEL 35 25
This 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 while
23 outlets said no influence his Stocking decision.
Regarding discount, 29 outlets agree that discount influence his stocking decision while 31
outlets not influenced by discount.
When consider on the distribution channel, 35 outlets agree that it influence the stocking
decision 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 80
According to this chart, 62 % outlets accept that credit influence his stocking decision
while 48% told discount and 58% said that good distribution channel influence his
stocking decision.
25

26. 10a.Replacement offer to the expired packed product by the company?
REPLACEMENT OFFER
AMUL MILMA OTHERS TOTAL
CHANNEL 25 17 18 60
Table represents that 25 outlets said , Amul has better replacement offer while 17 said
Milma and 18 said others.
REPLACEMENT OF EXPIRED PRODUCT
30%
42%
AMUL
MILMA
28%
OTHERS
42% of the retailers believed that Amul has the better replacement of packed expired
product where 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 60
Out of 60 outlets surveyed ,36 outlets influenced by replacement offer while 24 outlets
didn‟t 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 his
stocking decision while 40% said that replacement offer does not influence his stocking
decision.
27

28. Q11. Ranking of some of the other factors that influence a retailers stocking decision.
PROMOTION PACKAGING OFFERS CONSUMER
PREFERENCE
OUTLET
PREFERENCE 20 8 10 22
FINAL RANK 2 4 3 1
RANKING FACTOR INFLUENCING DECISION
Series1
1
2
3
4
PROMOTION PACKAGING OFFERS CONSUMER
PREFERENCE
From the above table, it is observed that, consumer preference are the most important
factor that affects the stocking decision of the retailer, followed by promotions done by the
company 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 TRUST
OUTLET
PREFERENCE 18 13 10 19
FINAL RANK 2 3 4 1
RANKING OF BUYING DECISION BY RETAILORS
Series1
COMPANY TRUST 1
DISCOUNT 4
DISTRIBUTION CHANNEL 3
CREDIT 2
From the above table it is observed that, company trust is the highest rated factor to the
influencing 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 STUDY
As 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 „milk
product‟ here.
2. Lack of awareness of milk product is the major cause to the low consumption of „kool
milk beverages‟ product.
3.According to outlets surveyed, the milk beverage products are consumed mostly from 1
years.
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 among
competitor 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 good
distribution channel.
8. Amul gives the better replacement offer to the expired product than the other company
products.
9.Replacement offer to the expired product is one of the most important factor for
influencing the stocking decision of the product.
10. Ranking of some other factors that influence the retailers stocking decision:
Following is the order in which the retailers ranked the other factors that influence their
stocking decision.
i. Cons umer preference given by the company to the retailers of the product
was raked 1st
ii. Promotional strategies of the company for promoting it‟s products was
ranked 2nd
iii. Offers for the product was ranked 3rd
iv. 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. RECOMMENDATIONS
1. 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
competitor‟s product. For this fact, the company should give good margin to the
retailers than the competitors.
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 don‟t 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 Age International (P) Limited, New
Delhi 2007.
WEBLIOGRAPHY
 www.wikipedia.org
 www.amul.com
 www.google.com
34

35. ANNEXURE
QUESTIONNAIRE FOR THE RETAILER
Respected Sir/Madam,
This is a questionnaire intended to study the penetration of ‘AMUL’ KOOL MILK
BEVERAGES PRODUCT in the retail outlets of COCHIN and the different factors that
play an important role in the stocking decision of retailers.
1.Name of the Outlet
2.Location of the
Outlet
3.Type of Outlet a) Convenience Store b) Eatery c) Grocery
4. 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)OTHERS
product do you stock?
5b.Which 1)AMUL 2)MILMA 3)OTHERS
company kool
product do you
sell most?
35

36. 6. How many units a) AMUL b) MILMA c) Others d)Not Applicable
do you sell of the
following brands
daily?
7a. Do you receive credit a) Yes b) No
from the AMUL
company/distributor?
7b. Does it influence your a) Yes b) No
stocking decision?
8a. Is discount available a) Yes b) No c) Not Applicable
for purchase of AMUL
products?
8b. Does discount a) Yes b) No
influence your stocking
decision?
9a. How effective do you a) Good b) Moderate c) Bad d) Not Applicable
feel AMUL’S distribution
channel?
9b. Does the effectiveness a) Yes b) No
of the distribution channel
influence your stocking
decision?
10a. Which company offers a) AMUL b) MILMA c) Others d) None in
you a better replacement particular
alternative against expired
packed product?
36

37. 10b. Does it influence your a) Yes b) No
stocking decision
11. Which other factors given below influence your stocking decision? Rank on a scale
of (1 – 4), the options given below, where 1 is the most important & 4 is the least
important.
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 is
the 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