summer training report of amul whole

SUMMER TRAINING REPORTA STUDY OF CUSTOMER SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN DELHI MARKET

SUBMITTED TOWARDS FULFILLMENT O SUMMER TRAINING OF POST GRADUATE DIPLOMA IN MANAGEMENT(APPROVED BY AICTE, GOVT. OF INDIA)ACADEMIC SESSION2014-2016

UNDER GUIDANCE OF SUBMITTED BY:DR. VISHAL GUPTA TUSHAR SINHA Roll No- BM-014283

DECLARATIONI, TUSHAR SINHA declares that the project work entitled A STUDY OF CUSTOMER SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN DELHI MARKET is my project. I have not copied this project. I have worked hard for this project. Mr. Nimish Kumar was my project guide. His encouragement, indulgency, and affection made this project a reality. I have proudly got his guidance in designing the architecture underlying the system.

Signature of the Project Developer :Name: TUSHAR SINHACourse: PGDM. Date: Director:________________________________________________Name of the Learning Institution: - IMS GHAZIABAD

PREFACETo start any business, First of all we need finance and the success of that business entirely depends on customer satisfaction and whether the interests of the customer are kept in mind or not. The customers delight plays an important role in promoting the brand name of the company.AMUL is among one of the well established brand in the market in milk segment specially, its product like milk, curd, butter, buttermilk, lassi, flavoured milk, ghee, mithai made, pro drink are doing very well in market with its competitors, however they still have to capture the market in Flavoured Milk but they are remarkably doing well in Milk, Curd, Butter segment. I mainly had to focus on the visibility of Amul Beverages in the local shops in Delhi market and also to get the feedback from them regarding the products of Amul and how much they are aware of the new products and how much dedicated they are towards the AMUL brand name.However I faced some difficulty while collecting primary data from the company and customers and there may be a little chance since there was a time limit I could not visit many of the retail shops so the reading could not be accurately correct. I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during the last one year study in the Institute. I tried to put my maximum effort to get the accurate statistical data. However I would appreciate if any mistakes are brought to me by guide.

_________________________________ Sudip Ranjan Das BM - 014265

ACKNOWLEDGEMENTIt is my immense pleasure to present the summer training report on A STUDY OF CUSTOMER SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN DELHI MARKET.A work is never work of an individual, Here I being a student of Institute of Management Studies, Ghaziabad would like to express my deep sense of gratitude to my Industry guide Mr. Nimish Kumar, Area Manager, AMUL (GCMMF), for his valuable guidance and knowledge enriching experience throughout the duration of my Internship. I would also like to thank my mentor and a Faculty member Dr. Vishal Gupta, for his timely guidance, valuable support and encouragement at every step of prepairing the project. I would also like to thank Mr. Jitendra Gora, Territory Sales Incharge, AMUL (GCMMF), for his support and help during duration of my internship and in completing this project work. I would also like to thank my friends who stood behind me and have directly and indirectly helped me in providing the books and amenities which have helped in development of this report, without such help this report would not have been possible.Last but not the least I would like to say sincere thanks to all the members of AMUL, Janakpuri East Office, Delhi for their warm gestures and help during my Internship.

TUSHAR SINHA

TABLE OF CONTENTS

S.NOTOPICPAGE NO

1Executive Summary

2Company Profile

3Objectives of the study

4Literature Review

5Research Methodology

6Analysis and Findings

7Recommendation and Suggestions

8Conclusion

9Limitation

10Annexure

EXECUTIVE SUMMARYThe project assigned to me is A STUDY OF CUSTOMER SATISFACTION & DELIGHT TOWARDS AMUL BEVERAGES IN DELHI MARKET.for which I am required to analyse the entire objective on AMUL Beverages in AMUL, Rohini, Delhi.AMUL is an Indian Dairy Cooperative, based at Anand in the state of Gujarat, India. The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of Amul. Retailer was my target account where I had to tell them about our product, making them aware about the new launch in the beverages segment. On the basis of my survey, it was clear that our product was appreciated as a better product than others in terms of quality and taste. However retaliers have complaints regarding the margin scheme, replacement of product and many other. The reasons for this is the company policy of AMUL.Small scale retailers tend to be more price sensitive, they are not ready to put AMUL beverages as in some areas there is less demand and they do not have refrigerators for display.One way to increase the sales of Beverages, making it aware in the market, giving retailers more margin in comparison to competitors and advertise it as much as possible.Second is regarding customer satisfaction. Customers are quite satisfied with the products of AMUL, especially with the taste. However there is a tough competition from other brands in terms of price, quantity and taste. So this lacks a little behind in level of satisfaction. Third and last, the level of customer delight is quite high. They feel happy to be attached to AMUL, and they welcome further new launches of products in this segment for more purchase in future. The loyalty factor is quite high and customers offer a great opportunity for the positive word of mouth.COMPANY PROILEINTRODUCTIONAmul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The wordAmul() is derived from the SanskritwordAmulya(), meaning rare, valuable. The co-operative was initially referred to asAnand Milk Federation Union Limitedhence the name AMUL. Formed in 1946, it is a brand managed by acooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.Amul spurredIndia's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has ventured into markets overseas.Dr. VergheseKurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul.Over the years, brands created by cooperative have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan) are among those that has earned customer confidence.

MAIN BUSINESSAMUL is mainly into the business of marketing, transporting and distributing the milk and milk products manufactured by its owners. Besides creating urban employment in dairy plants, marketing, transporting and distribution, it has helped to provide farmers with a sustainable rural employment program. AMUL has always tried to be a step ahead of the market. It has always been a model to which other cooperatives have looked up as an example and inspiration as well as onefrom which many have benefited. AMUL was one of the first major organizations in India to have a website. This site has been used both todevelop an intranet of AMUL distributors as well as a cyber-store for consumers, one of the first examples of e-commerce activity in India.Vision GCMMF will be an outstanding marketing organization, with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. The network would consist of over 100 offices, 7500 stockist. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs. 10000 crore and serving several cooperatives.Mission GCMMF endeavour to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by the committed team. Through cooperative networking, they are committed to offer quality product that provides best value for money.

For our People- An environment where individuals can constantly learn, grow and prosper.For our Business partners- AMUL should be the first choice for their products.VALUES Customer Orientation Commitment to producers Excellence Give customers a good, fair deal. Great customer relationships take time. Do not try to maximize short term profits at the expense of the building those enduring relationships. Always look for ways to make it easier to do business with us. Communicate daily with your customers. If they are talking to you, they cant be talking to a competitor. Operations should be fast and simple.PEOPLE POWER: AMUL'S SECRET OF SUCCESSThe 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.PLANTSFirst plant is at Anand, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavoured milk, lassi and Buttermilk.

Second plant is at Mogar, which engaged in manufacturing chocolate, nutramul and Amul lite.

Third plant is at Kapadvanj, Kheda, Gujarat, which is a plant of cattle feed.

Other plants are:List of cattle feed Manufacturing plants, Uttam Dan factory, Sarkhej, Ahmedabad Cattle feed plant , Palanpur, Banaskantha Cattle feed factory, Kanjari, Kheda Cattle Feed plant, Khadiya, Panchmahal Cheese producing plant, Khatraj, Gujarat

HistoryAmul the co-operative registered on 1 December 1946 as a response to the exploitation of marginal milk producers by traders or agents of the only existing dairy, thePolsondairy, in the small city distances to deliver milk, which often went sour in summer, to Polson. The prices of milk were arbitrarily determined. Moreover, the government had given monopoly rights to Polson to collect milk from mikka and supply it to Bombay city.Angered by the unfair trade practices, the farmers of Kaira approachedSardarVallabhbhai Patelunder the leadership of local farmer leader Tribhuvandas K Patel. He advised them to form acooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did the same but gave them low prices).He sentMorarji Desaito organise the farmers. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk.Milk collection was decentralized, as most producers were marginal farmers who could deliver, at most, 12 litres of milk per day. Cooperatives were formed for each village, too.The cooperative was further developed and managed by Dr. VergheseKurienwithH.M. DalayaDalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world) and a little later, with Kurien's help, making it on a commercial scale,led to the first modern dairy of the cooperative at Anand, which would compete against established players in the market. Kurien's brother-in-law K.M. Philip sensitized Kurien to the needs of attending to the finer points of marketing, including the creation and popularization of a brand. This led to the search for an attractive brand name. In a brainstorming session, a chemist who worked in the dairy laboratory suggested Amul, which came from the Sanskrit word "amulya", which means "priceless" and "denoted and symbolised the pride of swadeshi production. The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand'sneighbourhood in Gujarat. Within a short span, five unions in other districts Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were set up.To combine forces and expand the market while saving on advertising and avoid competing against each other, the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF.In 1999, it was awarded the "Best of all"Rajiv Gandhi National Quality Award.Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and DrFeryll (former student of DrVergheseKurien), visited the Amul factory in Gujarat as a research team headed by Dr. Bheemsen&ShivdayalPathak (ex-director of the Sardar Patel Renewable Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap.

About GCMMF

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 Sagar.Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1million village milk products with millions of consumers in India.The daily milk procurement of GCMMF is around 24 million liters per day. It collects milk from about 16914 village milk cooperative societies, 17 member unions and 24 districts covering about 3.37 million milk producer members. More than 70% of the members are small or marginal farmers and landless labourers including a sizeable population of tribal folk and people belonging to the scheduled castes.The total milk collected in the year 2014-15 is 5.42 billion litres. Milk collection daily average (2014-15) 14.85 million litres, Cattlefeed manufacturing capacity is 6340 Mts. Per day and sales turnover (2014-15) is Rs. 20733 Crores (US $ 3.4 Billion)State Cooperative Milk Federation (Federation)The main functions of the federation are as follows: Marketing of milk and milk products processed/manufactured by Milk Unions Establish a distribution network for marketing of milk and milk products Arranging transportation of milk and milk products from the Milk Unions to the market Creating and maintaining a brand for marketing of milk & milk products Providing support services to the Milk Unions and members like technical inputs, management support and advisory services Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions Establish feeder-balancing dairy plants for processing the surplus milk of the Milk Unions Arranging for common purchase of raw materials used in manufacture/packaging of milk products Decide on the prices of milk and milk products to be paid to Milk Unions Decide on the products to be manufactured at Milk Unions and capacity required for the same.

SALES TURNOVER

Sales TurnoverRs (million)US$ (in million)

1994-9511140355

1995-9613790400

1996-9715540450

1997-9818840455

1998-9922192493

1999-0022185493

2000-0122588500

2001-0223365500

2002-0327457575

2003-0428941616

2004-0529225672

2005-0637736850

2006-07427781050

2007-08525541325

2008-09671131504

2009-10800531700

2010-11977422172

2011-121166802500

2012-131373502540

2013-141814343024

2014-152073303410

AMUL PRODUCTSAvast varieties of products are offered by Amul which are as follows:BREADSPREADS Amul Butter Amul Lite Low Fat Breadspread Amul Cooking ButterCHEESE RANGE Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese AmulEmmental Cheese Amul Gouda Cheese AmulMalaiPaneer (cottage cheese) Frozen and Tinned Utterly Delicious PizzaMITHAEE RANGE (ETHNIC SWEETS) AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom) AmulAmrakhand AmulMithaeeGulabjamuns AmulMithaeeGulabjamun Mix AmulMithaeeKulfi MixUHT MILK RANGE AmulTaaza 3% fat Milk Amul Gold 4.5% fat Milk Amul Slim-n-Trim 0% fat milk AmulTaaza Double Toned MilkPURE GHEE Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

FRESH MILK AmulTaaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Smart Double Toned Milk 1.5% fat

CURD PRODUCTS AmulMastiDahi (fresh curd) Amul Butter Milk AmulLassi

Structure Of AMUL Beverage

BeverageBeverage

AmulKoolLassiButtermilkFlavoured MilkEnergy DrinkRoseKesarElaichiBadamRoseMangoCafeKokoSmoothieStaminaLemonOrange

FLAVOURED MILKAMUL KOOL KESARAppetizing and delicious AmulKoolKesar is perfect for all ages. Filled with nutrients AmulKoolKesar comes in yummy saffron or KesarFlavour that will win the hearts of Kids and adults alike.AmulKool is a delicious beverage that contains all the essential nutrients of Milk like calcium, Vitamin D, Proteins, etc. It Comes in an assortment of flavours. To be stored in a cool place.Now it is also available in Can.

PRODUCT FEATURES Amul Kool Kesar is refreshing milk with taste of saffron (Kesar) It is an easy to use delicious drink that refreshes you immediately with goodness of milk. Available in easy to use Tetrapack, Glass Bottles, Pet Bottles & Cans.AMUL KOOL ELAICHIAppetizing and aromatic Amul kool Elaichi is perfect for all age groups. Filled with nutrients Amul kool Elaichi comes in yummy aromatic cardamom or elaichi flavour that will win the hearts of Kids & adults alike.Cardamom pods, being the queen of of spices, helps to soothe the heart burn, helps get rid of digestion problems, acidity, depression and bad breath too.It is a great source of all the essential nutrients. This sterilised homogenised toned milk is flavoured with delightful elaichi, sugar and nut extracts.

PRODUCT FEATURES Amul Kool Elaichi is refreshing milk with taste of Cardamom (Elaichi). Available in easy to use Tetrapack, Pet Bottle and Glass Bottles.AMUL KOOL ROSEWith the aura of Rose, AmulKoolFlavoured Milk (ROSE) is as refreshing as the petals of rose and as nutritious as a glass of plain milk. This blend of health and freshness is the best way to start a morning.

PRODUCT FEATURES Amul kool Rose is refreshing milk with flavour of Rose. It is an easy to use delicious drink that refreshes you immediately with the goodness of milk. Available in easy to use Glass Bottles.AMUL KOOL BADAMAmul Kool Badam is made up with 100% pure natural ingredients and with richness of milk. It contains Calcium, protein, carbohydrates, vitamins, added sugar, etc. This Badam Drink is more beneficial and nutritious than ordinary dairy milk, due to the fact that it contains much more nutrients. It is a perfect alternative to cows milk and has surprisingly rich and creamy taste.

PRODUCT FEATURES Amul Kool Badam is refreshing milk with taste of Almond (Badam). It is an easy to use delicious drink that refreshes you immediately with goodness of milk.The Amul brandGCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 5000 wholesale dealers and more than 700000 retailers.Amul became the world's largest vegetarian cheeseand the largest pouched-milk brand.AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include whole and skimmed milk powder, cottage cheese (Paneer), UHT milk, clarified butter (Ghee) and indigenous sweets.The major markets are USA, West Indies, and countries in Africa, the Gulf Region, andSAARCneighbours, Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African countries. Its bid to enter the Japanese market in 1994 did not succeed, but it plans to venture again. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands. In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector inThe Brand Trust Report, published by Trust Research Advisory,where as in the 2014 edition ofThe Brand Trust Report,Amul is ranked 7th in the list of India's Most Trusted Food and Beverages brands.

What Is Beverages?Drinks, or Beverages, are liquids intended for Human Consumption. In addition to basic needs, beverages form apart of the culture of Human Society. Although all beverages, including juice, soft drinks, and carbonated drinks, have some form of water in them.Leading Beverage Companies In IndiaThe beverage industry in India occupies USD 230 million market in the USD 65 billion food processing industry in India. Coca cola, Pepsi, Amul and Nestle are the leading beverage brands that have been ruling the Indian beverage market since past few decades. Among all the beverages, tea and coffee are manufactured as well as exported heavily in the international markets succumbing to the individual demands around the world.A Short Account of Beverage Companies in IndiaFruit juices, pulp and concentrates, and sauces or ketchups are doing very well in the beverage market in India for the past few years. Various milk products, health beverages, beer, and country liquors have also been contributing largely in the rising demand of beverages in India. The leading beverage companies in India are also exporting various products especially tea and coffee to the international markets every year. Tea and coffee have registered an excellent growth in the Indian beverage market as these are the most preferred drinks purchased excessively around the world. Among all the leading beverage companies in India, Coca cola has accounted for a thriving growth since its inception. It occupies around 60 percent of the carbonated drink sector in the Indian beverage industry. Another predominant brand in beverages is Nestle India Limited which occupies 61.85 percent of the total Nestle S.A. Switzerland. The Nestle products are hugely exported to Russia apart from selling in the domestic market.RAPID EXPANSIONAmuls long-life UHT milk has shown value growth of 53 per cent and sales of Amul cream also increased by 57 per cent in value terms.Amuls innovative milk beverages range showed quantum value growth of 27 per cent.

Amul Turnover In Financial Year 2015According to news published in Business Standard, the country's largest dairy cooperative, and for that matter the largest player in India's food business, Gujarat Cooperative Milk Marketing Federation (GCMMF) that owns the Amulbrand, has crossed the Rs 20,000 crore mark in turnover in FY15. The Anand-headquartered food major that announced its results today, reported a turnover ofRs 20,733 crore during 2014-15, up 14 per cent over its last year's turn over of Rs18,150 crore.The results of the apex body of dairy cooperatives was declared on Thursday in the 41st Annual General Meeting (AGM). During the last five years, turnover of GCMMF grew from Rs 8,005 crore to Rs 20,733 crores, a remarkable growth of 159 per cent. The cumulative average growth rate (CAGR) has been that of 21 per cent. In fact, the group turnover of GCMMF and its constituent member unions, representing unduplicated turnover of all products sold under Amul brand was Rs 29000 crores or $ 4.6 billion.

GCMMF has grown by 51 per cent in the last two years, banking on new product launches and innovation. A GCMMF statement here said that as many as 26 new products from Amul's portfolio were launched last year.Commenting on the results, Jethabhai Patel, chairman, GCMMF said, Based on estimated growth in market demand for Amul products and our future marketing efforts, we anticipate at least 20 per cent CAGR growth in the business of GCMMF during the next five years, implying that the turnover of GCMMF should exceed Rs 50,000 crores ($ 8 billion) by the year 2019-20.

OBJECTIVE

FIELD JOB :In the first day of SIP my Industry guide have given the product detail of AMUL Beverages and given a location Rohini, Delhi, of my field job. He has also given me the address of the distributor point in Rohini sector, 9. He has provided the rate list of the product and explains of distributor and retailer margin and about the offers and new launch of some product in same segment and also about the offers given by AMUL to the retailers.In my whole term of my internship programme besides concentrating on the study of alternative channels to promote AMUL beverages. I had also been assigned to promote the brand awareness for the Amulflavoured milk. This job helped me a lot in learning the thinking and deciding process which a retailer does and to persuade him to trust the performance of the product. I came across with few findings about the product which I would like to share for the benefit of the product in future. The first thing which acts as a bridge between the product and the retailers is the margin provided by the company. As there are other local brands beverages available in the market with more margins to offer than offered by us as a result of this retailer hesitate at a first go to keep the product into their shelf. The concept of beverages as targeted by the company which will act as an replacement of soft drinks is very far away because this is a new concept in Indian market and unless &untill the company take initiative to spread awareness to the consumers about the benefit and plus points of beverages the product will always be on back sit. There is only one way to spread awareness to the consumer is through advertisement either by print media or electronic media, and this is for sure that once the consumer get aware and shows interest in this product ( as this product has the capability to be the market leader as there are still no major company except one or two who act as a threat) the demand will definitely rise, which will compel the retailers to place order for flavoured milk and other beverages. Another thing which comes in front of me during my SIP period which is very shocking to see is the duration of time for the delivery of the order from the distributor to the retailers, in my very short span of period I came across with many complaints from the retailers stating that they had placed their order but the consignment has not delivered or it took time of approx. 2-3 weeks to get the delivery. This may act against the company and its product and retailers may lose interest from the product.

Objective and Scope of the ProjectObjective of the studyPRIMARY OBJECTIVES: To evaluate the perception of alternative channels towards Amul Beverages. To Find the underlying factors of alternative channel perception towards Amul Beverages.SECONDARY OBJECTIVES: To analyze the retailers perception about Distribution of ButterMilk and Flavoured Milk To find out the competitive edge of the company over the competitors. To analyze the market size of AmulFlavoured Milk and ButterMilk To study the retailer preference about different companies. To study distribution channel.

Literature Review

A well-chosen channel is necessary because it constitutes a significant competitive advantage, and it is designed to save costs, improve and increase efficiency, provide regular transaction, provide a larger customer base, and allow businesses to focus on other aspects of the organization. Designing a good distribution channel is fundamental to good marketing within the distribution channel is the ability to use intermediaries to strategically market a product or service.Perhaps the best-known type of retailers is the department store. Retail-store types pass through stages of growth and decline that can be described as the retail life cycle. A type emerges, enjoys a period of acceleration growth, reaches maturity, and then declines. Older retail forms took many years to reach maturity; newer reach maturity, whereas warehouse retail outlets reached maturityin 10 years. The most important retail-store typesare :Specialty store: Narrow product line with a deep assortment.Department store: Several product lines with each line operated as a separate department managed by specialist buyers.Supermarket: Relatively large, low-margin, high volume, self service operation designed to serve total needs for food, and household products.Distribution tends to be one of the most immutable of the marketing mix decisions, but a number of external factors have led to an increase in its importance, namely, pressures on competitive advantage, the increased power of distributors, pressures to reduce distribution costs, a new stress on growth, and new technological developments.Retailers can position themselves as offering one of the four levels of services:1. Self-services: Self-services is the cornerstone of all discounts operation. Many customers are willing to carry out their own locate-compare-select process to save money.2. Self-selection: Customers find their own goods, although they can ask for assistance.3. Limited services: These retailers carry more shopping goods, and customers need more information and assistance. The stores also offer services such as credit and merchandise-return privileges.4. Full services: Salespeople are ready to assist in every phase of the locate-compare-select process. Customers who like to be waited on prefer this type of store. The high staffing cost, along with the higher proportion of specialty goods and slower-moving items and the many services, resulted in high-cost retailing. 5. Corporate retailing: Although many retail stores are independently owned, an increasing number are part of some form of corporate retailing.Corporate retail organizations achieve economies of scale, greater purchasing power, wider brand recognition, and better-trained employees. The major types of corporate retailingcorporate chain stores, voluntary chains, retailer cooperatives, franchises, and merchandising conglomerates.

RESEARCH METHODOLOGY

RESEARCH DESIGNA 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 Amul Beverages like Buttermilk, Flavoured milk, lassi, etc in the markets. The outlets have been classified into as follows Convenience stores: All kinds of shops including bakeries Eateries: all kinds of eating jointsPLACES OF STUDYRohini Sector 7, 9, 12, 15.

Sampling Technique : Non probability Sampling, Convenience Sampling Sample Unit : People who use flavoured milk and buttermilk in retail outlets, superstores, etc Sample size : 40 respondents Method : Direct interview through questionnaire. Data analysis method : Graphical method, Through SPSS tool Area of survey : Delhi (Rohini)

FINDING AND ANALYSIS

Frequency Distribution1. Your age is: 10-20 20-30 30-40 40&above

FrequencyPercentValid PercentCumulative Percent

Valid20-303792.592.592.5

40 above37.57.5100.0

Total40100.0100.0

Interpretation: Out of 40 respondents, 37% people belong to the age group of 20-30 years, and 3% people belongs to the age group of 40 & above.2. Your Gender Male Female


ValidMale2562.562.562.5

Female1537.537.5100.0

Total40100.0100.0

Interpretation: Out of 40 respondents, 25% people are Males, whereas 15% people account for Females.3. Are you aware of AmulKoolFlavouredMilk ? Yes No


Validyes40100.0100.0100.0

Interpretation: It is clear that all 100% respondents are aware of the AmulFlavoured milk.

4. Which Flavour of AmulKool you prefer most ?


ValidRose410.010.010.0

Kesar1332.532.542.5

Elaichi717.517.560.0

Badam1640.040.0100.0

Total40100.0100.0

Interpretation: Out of 40 respondents, 4% people prefer Rose Flavour, 13% prefer Kesar, 7% Elaichi and rest 16% prefer Badam.

5. How often you consume AmulKool ?


ValidDaily37.57.57.5

weekly1537.537.545.0

Monthly2255.055.0100.0

Total40100.0100.0

Interpretation: Out of 40 respondents, 3% consume AmulKool on Daily basis, 15% weekly, and rest 22% Monthly. 6. Which packaging quantity you prefer most ?


Valid200 ml glass bottle1845.045.045.0

200 ml tetra pack717.517.562.5

250 ml can512.512.575.0

200 ml pet bottle1025.025.0100.0

Total40100.0100.0

Interpretation: From the above pie chart, 18% people prefer 200 ml glass bottle, 7% 200 ml Tetra Pack, 5% 250 ml Can and 10% 200 ml Pet Bottle.

7. Which brand of Lassi and Buttermilk you prefer ?


ValidAmul2665.065.065.0

Mother Dairy922.522.587.5

Nestle25.05.092.5

Britania37.57.5100.0

Total40100.0100.0

Interpretation: Out of 40 respondents, 26% people prefer to have Lassi and buttermilk of Amul, 9% Mother dairy, 2% Nestle, 3% Britania

Factor Analysis

Descriptive Statistics

MeanStd. DeviationAnalysis N

Taste1.575.675140

Softdrink2.5251.358540

Energydrink2.500.960840

Availability1.900.708940

Correlation Matrix

TasteSubstitutionofsoftdrinkEnergydrinkAvailibility

CorrelationTaste1.000.222.652.445

Substitution of soft Drink.2221.000.422.136

Energy Drink.652.4221.000.414

Availability.445.136.4141.000

Interpretation: From the given data we can say that there exists a correlation between Taste, substitution of soft drink, Energy drink and Availability.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..654

Bartlett's Test of SphericityApprox. Chi-Square37.274

df6

Sig..000

Interpretation: In the given table KMO value is .654 so Sample size is adequate for factor analysis.To find whether there exists any relation between the variables viz. taste of Amul beverages, Energy drink, how it can be used as a substitute product for soft drink, is the product available in market.Hypothesis Testing:H0 : There is no correlation between the variablesH1: There is correlation between the variablesChi-square value is 37.274Df= 6P-value < (0.05). So Ho is rejected and H1 is accepted hence factor analysis can be applied.

Communalities

InitialExtraction

Taste1.000.686

Substitution of soft drink1.000.291

Energydrink1.000.766

Availability1.000.452

Extraction Method: Principal Component Analysis.

Interpretation: Extraction values here indicates the 5age of values explained by the factor. 68.65 of the variance in Taste is explained by the factor. Similarly for Substitution product, Energy drink and Availability variance are explained 29.1%, 76.6%, and 45.2 by the factor.

Total Variance Explained

ComponentInitial EigenvaluesExtraction Sums of Squared Loadings

Total% of VarianceCumulative %Total% of VarianceCumulative %

12.19554.88154.8812.19554.88154.881

2.90422.59577.476

3.59114.77292.249

4.3107.751100.000

Extraction Method: Principal Component Analysis.

Interpretation:From the given data 1 factor can be extracted. The extracted accounts for 54.881% of the total variance. So total variance explained by the factor is 54.881% and there is a loss of 45.1% of the data. Component Matrix

Component

1

Taste.828

Substitutionofsoftdrink.539

Energydrink.875

Availability.673

Interpretation: Values under component 1 indicates the factor loading to tell whether there exists a correlation between the variable and factor. Since values are more than .3 in all cases of variables, there exists correlation between the variables and the factor. FrequenciesStatistics

TasteEnergydrinkSubstitutionofsoftdrinkAvailibility

NValid40404040

Missing0000

Frequency TableWhat are the factors that influence you to have Beverages?A) Taste


ValidStrongly agree2050.050.050.0

Agree1845.045.095.0

Neither Agree nor Disagree12.52.597.5

Disagree12.52.5100.0

Total40100.0100.0

B) Energy Drink


ValidStrongly Agree410.010.010.0

Agree2050.050.060.0


Disagree615.015.097.5

Strongly Disagree12.52.5100.0

Total40100.0100.0

C) Substitution of Soft Drink



Agree1435.035.062.5


Disagree1127.527.592.5

Strongly Disagree37.57.5100.0

Total40100.0100.0

D) Availability



Agree2357.557.585.0


Disagree12.52.5100.0

Total40100.0100.0

Pie ChartQ. What are the factors that influence you to have AmulBeverages ?A) Taste

Interpretation :Out of 100% respondents, 50% are Strongly agree with the statement that Taste is the influencing factor to have Amul beverages. 45% are Agree, 2.5% are neither agree nor they are disagree, and rest 2.5% are Disagree with the above question asked.

B) Energy Drink

Interpretation :Out of 100% respondents, 10% are Strongly agree with the statement that Energy Drink is the influencing factor to have Amul beverages. 50% are Agree, 22.5% are neither agree nor they are disagree, 15% are Disagree, and rest 2.5% are strongly disagree with the above question asked.

C) Substitution of soft Drink

Interpretation :Out of 100% respondents, 27.5% are Strongly agree with the statement that these are the substitute product of Soft drink. 35% are Agree, 2.5% are neither agree nor they are disagree, 27.5% are Disagree, and rest 7.5% are strongly disagree with the above question asked.

D) Availability

Interpretation :Out of 100% respondents, 27.5% are Strongly agree with the statement that Product Availability is the influencing factor to have Amul Beverages. 57.5% are Agree, 12.5% are neither agree nor they are disagree, 2.5% are Disagree with the above question asked.

T-Test

Q. Would you agree to the statement that AmulFlavoured Milk is more preferred than any other Brand ?

Group Statistics

GenderNMeanStd. DeviationStd. Error Mean

Preferencemale251.840.9434.1887

female152.4671.0601.2737

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

PreferenceEqual variances assumed.902.348-1.94238.060-.6267.3227-1.2799.0266

Equal variances not assumed-1.88526.920.070-.6267.3324-1.3089.0556

H0 : There is no significance difference across gender for Amul with respect to preference of flavoured milkH1 : There is a significance difference across gender for Amul with respect to preference of flavoured milk INTERPRETATION:Here, p-value for preference of Amulflavoured milk=.060> ( =0.05, as confidence interval=95%), so Accept H0Thus we can conclude that customers prefer to have amulflavoured milk.

T-Test

Q. Does the taste of AmulLassi and Buttermilk is same as other brands ?

Group Statistics

GenderNMeanStd. DeviationStd. Error Mean

Tastemale252.5201.1944.2389

female153.4671.0601.2737

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

TasteEqual variances assumed.838.366-2.52838.016-.9467.3745-1.7049-.1885

Equal variances not assumed-2.60632.463.014-.9467.3633-1.6863-.2071

H0 : There is no significance difference across gender for Amul with respect to taste of amullassi and buttermilkH1 : There is a significance difference across gender for Amul with respect to taste of amullassi and buttermilk

INTERPRETATION:Here, p-value for taste of amullassi and buttermilk =.016

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