• Save
Study on the penetration of amul kool milk
Upcoming SlideShare
Loading in...5

Study on the penetration of amul kool milk



Study on the penetration of amul kool milk

Study on the penetration of amul kool milk



Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Study on the penetration of amul kool milk Study on the penetration of amul kool milk Document Transcript

  • “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
  • DECLARATIONI hereby declare that the report titled “A Study of the Retail Penetration of Amul productsin 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
  • 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 wouldn‟t 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
  • 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
  • EXECUTIVE SUMMARYThis project was undertaken with the objective of penetration of kool milk 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. Theretailer‟s 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 stocking decision of product in retail outlet, Trust of the company 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
  • 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 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 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
  • 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. 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 the organized sector, there are 676 dairyplants in the Cooperative, Private and Government sectors registered with the Governmentof India and the state Governments. 7
  • 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 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 Industries Ltd. Hindustan Uni Lever Limited MTR foods limited Godrej industries Limited Dabur India Ltd. 8
  • COMPANY PROFILEAmul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement inIndia. It is a brand name managed by an apex cooperative 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 spurred 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. Its 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, waselected chairman of GCMMF. 9
  • ACHIEVEMENT:Amul :Asia‟s 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 in following 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), India‟slargest 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 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
  • 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 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 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 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
  • RESEARCH DESIGN A Research design specifies the methods and procedures for conducting a particularstudy. It is a map (or) blue print to which the research is to be conducted. 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
  • 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 company and 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
  • 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
  • 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
  • 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 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
  • 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
  • OTHERS TYPE YES NO TOTAL Convenience Store/Modern Trade 6 29 35 Eatery 8 5 13 Grocery 8 4 12 TOTAL 22 38 60The table above shows that the products of other local brands available in 22 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
  • 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
  • 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, Milma in23 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
  • 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
  • 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
  • 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
  • 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 where as 28% believed Milma and 30% Others. 26
  • 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 outletsdidn‟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 hisstocking decision while 40% said that replacement offer does not influence his stockingdecision. 27
  • 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 are the most importantfactor that affects the stocking decision of the retailer, followed by promotions done by thecompany to promote its products, offers and finally packaging of the product. 28
  • 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
  • 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 factors 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 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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 it influence 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 AMUL’S 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
  • 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