Hello Friends. This project is represent that what they suffer(like - claims regarding for leakage in pack milk or other customer complains regarding milk, margin on pack milk). All those things has been included in this project and at last i have given some suggestion what should to do for increase in sales and with agents and customer satisfaction also.

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A
PROJECT REPORT
ON
“A Study on Retailer Satisfaction level Regarding Dairy Products
At
“Maahi Milk Producer Company Ltd.”
Submitted to
ATMIYA Institute of Technology & Science
IN PARTIAL FULFILLMENT OF REQUIREMENT OF
THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
Under
Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty Guide Company Guide
Prof. NishantDhruv. Randeepvala
(Faculty Finance) (Dy. Sales)
Submitted by
HARSHIT D. BHUVA
Enrollment No.: 147030592012
M.B.A. SEMESTER III
ATMIYA Institute of Technology & Science
M.B.A. PROGRAMME
Affiliated to Gujarat Technological University Ahmadabad
July 2015

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PREFACE
If you care your employees, then
Your employees will care of you.
 To be successful, organizations must look intothe needs and wants of their
customers.
 In fast moving life and cut-off business competition, it is very difficult to survive
In this market.
 In dairy agency business many times company forgot those things which are if
retailers are not satisfied then how we will sell our product in market. So, it
must
to take care of retailers.
 There are many disputes are between retailer and company. By collecting,
found some basic requirement of retailers which is basic necessity of any
retailers.
1) I found some communication gap between company and retailers for that
reasons they can’t understand of each other’s requirement.
2) Some other thing is that some services and facilities are rights of retailers
but due to company channel it is not possible to provide them.
 From my research work I gathered some information which is very surprising
and unbelievable.
 Basically I asked questions about MMPCL services and facilities..
Let’s see what I got and they replied to me. All the data presented in graphical
manner.

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ACKNOWLEDGEMENT
I would like to thank the management at Maahi Milk Producer Company Ltd. for
giving me the opportunity to do my 45 days Summer Internship Training in their
esteemed organization and also for providing me with valuable advice, data for
project and endless supply of new ideas & support for the Project.
I would like to thank my Industrial Mentor, Mr. Randeep Vala (Dy. Sales) and Mr.
Kayum Baloch (Sr. Marketing Executive) for providing practical exposure for
project during training and his valuable guideline during the Training Period.
I offer my sincere gratitude to the Prof. Nishant Dhruv for providing guidance during
the entire span of my study.
Thanking You:
HarshitBhuva
A.I.T.S.-MBA/147030592012/2014-16
Rajkot.

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DECLARATION
I, HARSHIT DILIPBHAI BHUVA, hereby declare that the report for “Summer
Internship Project” entitled “A Study on Retailer Satisfaction level Regarding
Dairy Products at Maahi Milk Producer Company Ltd.” Is a result of my own
work and my indebtedness to other work publications, references, if any,
have been duly acknowledged.
Place: Rajkot
Date: Harshit Dilipbhai Bhuva

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Executive summery
This Study has been done with an aim of determining the various factors which
would Influence Sale of the Dairy Product of the Maahi Milk Producer Company Ltd.
and also to determine the method or strategy to place the product in the new and
existing market.
This study is fully based on the collection of Primary data through questionnaire
method during the Summer Internship Program which started from 2nd Jun to
16thJuly. There our main objective is to collect the order from the assigned market
area and provide it to the distributer.
Our responsibility was to collect various complains of the retailer & the customer and
make it available before the respected authority i.e. ASM (Area Sales Manager) in
order to resolve the problem.
This also involves processes to collect the data for completion of the project. The
training also includes weekly report submission to the faculty mentor about the
overall development of the work in the past week as well as meeting with the head of
the industry once in a week.
The project was divided into further division in Research mythology:-
I. Research Design
i. Exploratory research
ii. Descriptive research
II. Data Sources
i. Primary Data
ii. Secondary Data
III. Sampling Design
i. Sampling procedure
ii. Sampling size

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The scope of this project is given below:-
 Help in finding out the various factors affecting the sales of the product of
MMPCL.
 Help in sorting out the relationship and their level of extent on which they
affect.
 To overview the different ways to place the product of Maahi Milk
Producer Company ltd.
 To help in finding out the different demographic factors in executing the
product placement and their sales.
ORGANIZATIONS AREA COVERED:-
In order to pursue this project report the following area has been covered:-
 Marketing area of Maahi Milk Producer Company ltd.
 Different territories where these product has been selling earlier.
 New area to be covered during the summer internship program.

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Table of Content
SR.NO. PARTICULARS PAGE NO.
PART – I GENERAL INFORMATION
1
1.1About the Company
1.2World Market
1.3Indian Market
10
12
13
2 2.1 About major companies/ Assumptions & scope 15
3 3.1 product Profile 16
PART – II PRIMARY STUDY
4 3.1Introduction of the study
3.2Objectives of the Study
3.3Literature review
26
27
28
5
Research methodology
5.1 Research design
5.2 Sources of data
5.3 Data Collection Instrument
5.4 Model specification/Data processing
5.6 Sampling Model
5.7 Sampling Frame
5.8 Data Collection Method
30
30
30
30
31
31
31
6 Data Analysis and Interpretation 32
7 Hypothesis 41
8 Results and Findings 41
9 Conclusion 42
10 Limitations of the study 43
11 Recommendation 44
12 Bibliography 45
13 Annexure 46

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INTRODUCTION OF THE COMPANY
Maahi Milk Producer Company Limited was incorporated on June 7, 2012, as a
PRODUCER COMPANY under the provisions of Part-IXA of the Companies Act,
1956, in the State of Gujarat, to undertake the business of pooling, purchasing,
processing of milk and milk products primarily of the Members and also of others,
marketing of the same and to deal in activities that are part of or incidental to any
activity related thereto.
The Company commenced its commercial operations from 18th March 2013 with its
milk procurement operations extending to the then seven districts of Saurashtra and
Kutch region of Gujarat covering 1,912 villages and 2,142 MPPs (Milk Procurement
Points) and with shareholders’ base consisting of 85,194 members, who were milk
producers.
Presently, the Company’s milk procurement operations continue to remain extended
in Saurashtra and Kutch region of Gujarat in eleven districts (i.e., Junagadh, Gir
Somnath, Amreli, Botad, Bhavnagar, Surendranagar, Morbi, Jamnagar, Dev Bhumi
Dwarka, Kutch and Porbandar), and in several cases, reaching to the remotest
villages in these areas, where competitors have not made any breakthrough.
Towards ensuring and maintaining high quality levels in the operations of the
Company, the Company has provided and is continuously providing sound technical
support and trainings to all the concerned with emphasis on hygiene, GMP, SOP
etc., which are directly connected to the quality of milk and milk products. Further,
wherever required, quality improvements in the products are continuously and
promptly done based on the feedback from market and customers.
The milk collection and payment system of the Company is IT enabled right from
Milk Pooling Points thereby ensuring complete accuracy and transparency. Each
member has been allotted sixteen digit unique codes based on the geographical
location of the member (district, taluka, village) for accepting the milk of member. In
respect of milk procured, its quantity and Fat & SNF of milk are also accepted online
thus eliminating human intervention and errors and thereby ensuring reliability of the
system.

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The Company is constantly thriving to spread out its reach and product portfolio by
adding new products and facility. In this direction, the Company has first time
successfully launched Skimmed Milk Dahi (Lite Dahi) in the market. Few other new
milk products are also proposed to be launched shortly during the current year.
MISSION STATEMENT:
Maahi Milk Producer Company is committed for giving maximum return to
the Members through dairying”
VISION STATEMENT:
With strong commitment to our values, Maahi will be known as one of the
World’s leading companies in the area of milk business”
VALUES:
 Quality at each level
 Trust
 Accountability
 Mutual Co-operation
 Innovation
 Passion
 Long term vision
 Honesty and Transparency

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The international dairy scenario
 World cow's milk production in 2013 stood at 636 million tonnes.
 The USA was the largest cow's milk producer in the world in 2013 accounting
for 14.4% of world production.
 The UK was the 10th largest producer of cow's milk in the world in 2013
accounting for 2.2% of world production.
World cow's milk production in 2013 stood at 636 million tonnes, with the top ten
producing countries accounting for 56.1% of production. The USA is the largest
cow's milk producer in the world accounting for 14.4% of world production, producing
91 million tonnes in 2013, an increase of 0.4% when compared to 2012.
India is the second largest cow's milk producer, accounting for 9.5% of world
production and producing nearly 61 million tonnes in 2013. The UK is the 10th
largest producer in the world producing nearly 14 million tonnes in 2013 and
accounting for 2.2% of world cow's milk production.
Of the top ten largest milk producing countries, Turkey and Brazil have shown the
largest percentage growth from 2012 to 2013 at 4.2% and 6.0%, respectively.
Meanwhile, China’s Production has fallen by 5.6% during the same period.

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The Indian dairy scenario
Although a beginning to organized milk handling was made in India with the
establishment of Military Dairy Farms (oldest; Allahabad, 1889), the salient features
of the market milk industry so far have been detailed below.
Handling of milk in co-operative Milk Unions (oldest : Allahabad, 1913) established
all over the country on a small scale in the early stages
Long distance refrigerated rail-transport of milk from Anand to Bombay since 1945.
Pasteurization and bottling of milk on a large scale for organized distribution was
started at Aarey (1950), Worli (1961), Calcutta Haringhata, 1959), Delhi (1959),
Madras (1963), etc.
World's Top 10 Cow's Milk Producing Countries in 2011-13
(Tonnes)
2011 2012 2013
United States of
America
89,015,235 90,865,000 91,271,058
India 57,770,000 59,805,250 60,600,000
China 36,928,896 37,784,491 35,670,002
Brazil 32,096,214 32,304,421 34,255,236
Germany 30,323,465 30,506,929 31,122,000
Russian
Federation
31,385,732 31,500,978 30,285,969
France 24,361,095 23,998,422 23,714,357
New Zealand 17,339,000 19,129,000 18,883,000
Turkey 13,802,428 15,977,837 16,655,009
United Kingdom 13,849,000 13,843,000 13,941,000
World 616,956,092 630,183,853 635,575,895

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Establishment of milk plants under the five year plans for Dairy Development all over
India. These were taken up with the dual object of increasing the national level of
milk consumption and ensuring better returns to the primary milk producer, their
main aim was to produce more, better and cheaper milk.
Indian Dairy sector has gained a vital position in Indian economy by providing
secondary source of income for millions of rural families and has assumed a most
important role in providing employment and income generating opportunity.
Per capita availability of milk was 252 grams per day in 2007-08 which increased
from 241grams per day in 2005-06, up from 112 grams per day in 1968-69.
India's 3.8 -4 percent annual growth of milk production between 1997-98 and 2008-
09 surpasses the 1.8 per cent growth in population; the net increase in availability is
around 2 per cent per year.
The credits of Indian Dairying
It ranks first with its 185.2 million cattle & 97.9 million buffaloes accounting for about
51 percent of Asia’s and about 19 per cent of world’s bovine population.
It also ranks first internationally in milk production with a production of 110 million
tonnes in 2009-10. Contributing about 5.4 per cent to India’s agricultural GDP, milk
has become the number one agricultural commodity contributing the highest level.
The unique feature of the system is that about 120 million rural families are engaged
in milk production activities as against big specialized dairy farmers in the west.
Another notable feature of Indian dairying sector is that buffaloes contribute more
than 53 per cent of the country’s total milk production.
Buffaloes are known for their efficiency as converter of coarse feeds into rich milk.
Similarly about 45% of total cow milk produced is contributed by crossbred cows.

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The lacunae in Indian dairy sector
Despite India’s position as highest producer of milk, productivity per animal is very
poor. It is only about 987 kg/lactation as against world average of 2,038 kg/lactation.
This low productivity is due to the gradual genetic deterioration and general neglect
of animals over the centuries and consequent to the rise in the population of non-
descript cows (80%) and buffaloes (50%). Other factors contributing to low
productivity include continuing draughts in some parts of the country, chronic
shortages of feed & fodder coupled with their poor nutritive value and poor fertility of
dairy animals.
Hence we have to face a twin challenge: increase milk productivity of animals with
the limited resources on one hand and make best use of the available milk by
processing it into hygienic packaged milk and milk products of high quality to give
better returns to the farmer so that the profession sustains.
Major Competitive Brands :
Amul (All India)
Gangotri (Jamnagar&Porbandar)
Kaveri (Jamnagar)
Sorath (Junagadh)
Mamta(Rajkot)
Sheetal (Rajkot, Amreli)
Uttam (Ahmadabad)
Gayatri (Ahmadabad)
Vimal (Ahmadabad, Bhavnagar, Surendranagar & Kutch)

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MAAHI PRODUCT
Liquid Milk
Poly Pouch
FCM - 7% FAT
FCM - 6% FAT
STD - 4.5% FAT
TM - 3% FAT
DTM - 1.5 % FAT
LITE - 0.5 % FAT
Milk Product
Dahi
Dahi TM - 200g &
400g pouch
Dahi TM - 200g &
400g cup
Dahi Lite - 170g &
450g pouch
Buttermilk - 200ml &
450ml pouch
Ghee
Pouch - 500 ml.
Cika pack - 500
ml. & 1 ltr.
Tin - 500 ml., 1
ltr., 5 ltr., & 15
kg.
Skimmed Milk
Powder
Bag - 25 kg.
White
Butter
Box -
20 kg.

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Toned Dahi
 Available pack sizes:-
Poly pouches – 200 & 400 g. &1 kg.
Cup – 200 g. & 400 g.

LiteDahi
 Available pack sizes:-
Poly pouches – 170 g and 450 g

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MAAHI GHEE
• Available pack sizes:-
• Poly pouches – 500 ml
• Ceka pack - 500ml & 1 litre
• Tin Pack – 500ml, 1 litre & 15kg
• Bucket – 5 litre
Maahi SMP & White Butter

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Various Product and Price Range:
Sr.No. VARIANT
POUCH PER
BOX/CRATE
PRICE PER
PACK
1 Maahi Ghee 500 ml Poly pouch 20 195
2 Maahi Ghee 500 ml Cika pack 30 197
3 Maahi Ghee 500 ml Tin pack 24 200
4 Maahi Ghee 1 ltr Cika pack 15 390
5 Maahi Ghee 1 ltr Tin pack 2 400
6 Maahi Ghee 5 ltr Tin pack 4 1900
7 Maahi Ghee 15 kg Tin pack 1 6500
8 Super gold 500 ml 24 24
9 Gold 500 ml 24 23
10 Gold 6 ltr 2 276
11 Chai shakti 1 ltr 12 42
12 Taaza 500 ml 24 17.50
13 Taaza 200ml 60 7.00
14 Chai special 1 ltr 12 35.00
15 Chai special 6 ltr 2 210
16 Fit n fine 300 ml 48 10
17 Lite 6 ltr. 2 180
18 Butter milk 450 ml 26 11
19 Masala chhash 200 ml 48 10
20 Light Dahi pouch 170 g 60 9.50
21 Light Dahi pouch 350 g 32 19.50
22 Light Dahi pouch 1 kg 10 40
23 Toned Dahi pouch 200 g 50 15
24 Toned Dahi pouch 400 g 24 25
25 Toned Dahi pouch 1 kg 10 50
26 Toned Dahi cup 200 g 24 20

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SUPPLY CHAIN MODELS OF MMPCL MILK
MAAHI DAIRY
PLANTS
PROCESSING
UNIT/POINT
COLLECTION
POINT/UNIT

DISTRIBUTOR DISTRIBUTOR
MAAHI DAIRY
PLANTS
MAAHI DAIRY
PLANTS
Farmers Own Transportation

MAAHI OWNLOGISTICS
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DISTRIBUTOR
FARMERS
CATEGORY
1
FARMERS
CATEGORY
1
RETAILERRETAILER
FARMERS
CATEGORY
1
RETAILER

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Department Information
Manufacturing operations Plant:
There are 3 outsourced plants –
 Junagadh
 Kutch,
 Giriraj Milk Products Pvt. Ltd., Lodhika GIDC Metoda,
G-2702.
 Per day production:
1. Milk – 3,50,000 kg
2. Buttermilk – 75,000 kg
3. Dahi – 2500 kg
4. Ghee – 2000 kg
 Average Milk Procurement Per Day = 6 Lakhs Liter Per day
 Milk Carried From Village MPP >> BMC >>Processing Plant
 50 BMCs at 7 Districts and total 101 Nos. BMC (Bulk Milk Coolers) unit
and 5000 ltr. Capacity.
 There are 3 chilling centers with capacity of 4000 ltr. per day.
 50000 KM per day logistics area to procure milk.
Quality Assurance:
Quality Assurance is a systematic process of checking to see whether a product or
service being developed is meeting specified requirements. Quality assurance
activities at Milk chilling centre and bulk milk cooler plant.
Marketing Initiatives:
“The Performance of all business activities involved in the flow of Goods and
services from the producer to the consumer.”
ATL activities:
 Maahi Corporate – News Paper Advertisement
 Ghee News Ad – Gujarati
 Maahi Outdoor Hoardings

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BTL activities:
 Wall painting
 Vehicle Painting
 Participate in Consumer fair , Festivals and Retail outlet
 Point of sale Material
 Banner, Poster, leaflet, Dealer, Stand Board, Calendar,
T-shirts & Cap.
 Maahi Parlour
Financial Information:
 Mr. Ramachandran Iyer, He is a Chief Financial Officer
of Maahi Milk Producer Company Ltd.
 Share capital contributed by members are
23, 96, 00,000 rs.
Sales Turnover in FY 2013-14
Product Turnover in lakhs
Poly pouch milk 346.01
Butter Milk 33.63
Curd 2.26
Ghee 22.4
White Butter 96.69
Skim Milk Powder 24.83
loose milk 363.98
Total 889.8
Variant wise Milk and Butter milk sales

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Sr
.N
o.
Variant Sales Volume in
LLPD
1 FCM 37,000
2 STD 29,000
3 TM 2,12,000
4 DTM 14,500
5 LITE 7,800
6 Total Milk 3,00,300
7 Buttermilk 51,400
8 Total of Milk &
Buttermilk
3,51,700
Where,
FCM – Full Cream Milk
STD – Standard Milk
TM – Toned Milk
DTM – Double Toned Milk
LLPD – Lakhs Liter per day
HR Functions:

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 Talent acquisition
 Training & Development
 Administration
 Payroll and compensation
 Performance management system
 Employee Relations
 Attendance & Leave management
Leave Policy:
 Leave is provided to all the employees in order to ensure a
sufficient rest period away from the work place.
 An employee who desires to obtain leave of absence
shall apply in writing to the Competent Authority in the
prescribed Leave Application form for the purpose.
Such application of leave in case of earned leave shall
be made at least 7 days before and in all other cases at
least 3 days before the date from which leave is to
commence except in an urgent case or unforeseen
circumstances when it is not possible to do so.
 If employee has taken sick leave then it is require to
produce duly certified by MBSS or equivalent rank, then
can get Min ½ day and Max 3 Days at time
 Employees can get other leaves as per company
notified rules of it and if company defines that it valid
reason from employee then leaves will be granted.
INTRODUCTION TO THE TOPIC

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The Topic Of This Project Is “A Study On Retailers Satisfaction Regarding Dairy
Products At Maahi Milk Producer Company Ltd”. The Dairy Industries
Companies Run Mainly On The Factors Such As Availability, Service Frequency,
Affordability, Taste And Marketing. Availability is plays a vital role because
purchasing power is depend upon availability of that product, Incase distributors and
retailers service matter a lot. Retailing includes All the Activity in selling goods or
Service Directly to the Customers or Personal non Business use. A retailer or retail
store is any business Enterpriseswhose sales volume comes primarily from Retailing.
Retailers are the part of milk marketing channels and perform the work of moving
goods From producer to the customers. It over comes the time, Place and
possession gap that separates Goods and service from those who needs or wants
them. Retailers as member of marketing channel perform a number of key functions.
Some functions (Physical, Title, Promotion) Constitute a forward Flow Of Activity
from The Company To The Customers; Other functions (Ordering And Payment)
Constitute a backward flow from customers to the company. Still others (Information,
Negotiation, Finance and Risk taking) In both directions.
The Project delves in to the workings from the distribution aspect of an FMCG
organization, In detail. Maahi being a FMCG company, Attaches a lot of significance
to the distribution aspect of its business. The distribution channel of Maahi holds a
Lot of potential in affecting the demand or sales of Maahi products through delivery
on Time, Delivery of variety of products, The retailer-Friendliness of the policies
being set by the distributors and equitable distribution of products to all there tail
outlets in a particular region, To name a few.
So, In order to plan retail coverage we map out the positions of Maahi outlets, Maahi
parlors, and competitor’s outlets. This project was carried out in Rajkot city. For
analyzing and presenting information that is tied to geographical location, we divided
the city in different wards. By analyzing geographical representation and sales data
with special distribution Maahi outlets, competitor’s outlets and the density of others
in an area, we identify unexplored area and plan location out let’s to increase its

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market penetration. Using such research we can ascertain the quality and depth of
retail penetration in specific area.
 Objectives:-
1) To study which product of Maahi Dairy has average sale among the
retailers in Rajkot.
2) To study retailer satisfaction with price, packaging, promotional, scheme,
Timely Delivery, Curdling & quality of Maahi dairy product.
3) To study the level of satisfaction of retailer with respect to Replacement
facility.
 Scope of project:-
The study carried out in Rajkot city so its scope mainly to Rajkot
 It’s give information about the size of Retailers network.
 It’s give information about the service given by company and distributors
to their retailers.
 It’s give information about competitors’ products.
 It will serve consumer in better manner.
 It’s providing suggestions to company to improve their products sales and
services.
 It’s give information about the promotion activities.
Literature Review:

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 Filho and Volery (2005) have used NIR to quantify total solid contents of fresh
cheeses which present low, medium and high solid contents. The plot of solid
contents determined by the NIR allowed a good discrimination of cheeses
according to their solid contents. In fact, all samples found in the top cluster along
the regression line belong to those which had the highest solid con- tents, while
those in the bottom cluster contain cheeses which exhibited the lowest solid
contents.
 Blaquez, Downey, O’Donnell, O’Callaghan, and Howard (2004) have used NIR
reflectance spectroscopy to predict moisture, fat and inorganic salts in processed
cheeses. The above mentioned authors claimed that the results obtained are
sufficiently accurate to recommend this technique for off-line quality assessment
of processed cheese.
 Blaquez et al. (2006) have used NIR reflectance spectroscopy in the range of
750– 2498 nm to record spectra on cheeses which were stored for 2 and 4 weeks
at 4 C. Nine sensory properties, five instrumental parameters and cheese melt
ability were determined on cheese samples. The authors reported that sensory
attributes and instrumental texture measurements were predicted with sufficient
accuracy. The authors recommended the use of NIR reflectance spectroscopy for
routine quality assessment of processed cheese.
 Miquel Becker, Christensen, Frederiksen, and Haugaard (2003) have monitored
the effect of both packaging (polylactate and polystyrene) and light on the
oxidation of yogurt during storage (0, 7, 14, 21, 28 and 35 days) using FFFS.
Regarding yogurt samples stored during 35 days at light, tryptophan seems to be
present, while the riboflavin signal seems considerably decreased. The authors
observed a degradation of riboflavin when the samples were exposed to the light.
This degradation was found to be higher in yogurt samples packaged in
polystyrene than those pack- aged in polylactate.
 Wold, Jørgen- sen, and Lundby (2002) have demonstrated the potential of FFFS
to assess the oxidation of different dairy products such as Swiss cheese, cream
cheese and sour cream. To detect changes in fluorescence spectra, all products
were stored under different conditions at 4 C: light with expo- sure to air, light

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with no exposure to air, dark with expo- sure to air and dark without exposure to
air. The obtained results showed a significant decrease in the fluorescence
intensity at approximately 525 nm and a corresponding increase in the 415–490
nm spectral region. Variation in two smaller peaks located around 520 and 630
nm was related to the interaction effect between expo- sure to light and air.
 Ruchi Malik(2012) found that though there are multitudinous opportunities that
are untapped by the retailers, they can be successful by paying more
attentiontowards their customer needs and desires.
 During research work found that there are communication gap between retailer
and MMPCL’s channel and it is found that Maahi product is taaza product and
buttermilk product are more preferable by customer.
 From retailer gathered data customers do not like maahi product because of they
can’t use unused milk to making cheese and yogurt, for this reason they don’t like
maahi product.
RESEARCH METHODOLOGY:-

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Research methodology is way to systematically solve the research problem.
Research, in common terms refers to a search for knowledge. Research
methodology consists of different steps that are generally adopted by a researcher
to study the research problem along with the logic behind them.
RESEARCH DESIGN:-
 Research design is the plan, structure and strategy of investigation conceived
so as to obtain answers to research question.
 There are two types of research design. One is exploratory research and
other is descriptive research.
Exploratory research:-
 We studied the company report, talked to the retailer and employee of the
company. We
Identified that, retailer are not satisfy of Maahi Dairy Products.
Descriptive research:-
 Survey method was adopted for this research.
DATA SOURCES:-
The study is mainly based on the data collection from primary as well as
secondary sources.
 Primary data: Data collected for specific purposes in the form of
questionnaire.
 Secondary data: Data existing in the form of Books, Internet Catalogues etc.
SAMPLING DESIGN:-

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 Definition of population: All the MMPCL Retailers in Rajkot.
 Sampling procedure: Anon-probability sampling technique i.e. convenient
sampling procedure was adopted.
 Sampling size:20 retailers were selected from target population for the study.
Data Collection – flow chart
Data Analysis
From each one
randomly
selectedthe data
Data was collected
through structure
questionnaire
First allocate the
area as per
company norms.
Personally visited
& filled by asking
them questions.
Then total
covered as
Rajkot: -
To filled 1
questionnairenormally I
had interact more than
3 respondents.
I chose for filled data in
a 5 locations. And
collect data near about
12% in each location.
Finally 20 primary data was
collected. After interacting
more than 30 respondents.

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The data analysis has done in Rajkot. It gives idea about the competitors of Maahi
dairy milk. It gives information regarding their market and Retailers interest in sale of
Maahi Dairy Products, it’s also provides information of satisfaction level of Retailers
regarding the Maahi Dairy products.
Types of Shop classification:-
Interpretation:-
Above graph shows, only 15% of general retailers sale the Maahi Milk,
50% of dairy Retailers sale the Maahi Milk Products And 35% of grocery
Retailers sale the Maahi Milk Producer Company Products in Rajkot.
Most Preferred of milk Variety:-
35%
50%
15%
Types of Shop
Grocery
Dairy
General
Nature No. of the shop Percentage
Grocery 7 35%
Dairy 10 50%
General 3 15%

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Variety of milk Quantity Percentage
FCM 277 31%
TM 631 69%
Interpretation:-
Above graph shows that 31% FCM milk, 69% TM milk daily sale in
Rajkot.
Which MMPCL Product is more sold and how many packs?
31%
69%
Prefferdmilk
FCM
TM

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Rank Dairy Product Packs
1 Milk 908
2 Butter Milk 117
3 curd 57
Interpretation:-
Above graph shows that Milk is more sold item than buttermilk and
curd of MMPCL in Rajkot.
Are you Satisfied with timely delivery of MMPCL?
Milk
Butter Milk
Curd
Sales

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Particulars No. of Retailer Respondents
Strongly Dissatisfied 4
Dissatisfied 7
Neutral 8
Satisfied 1
Strongly Satisfied 0
Interpretation:-
Above graph shows that only 5% retailers are satisfied, 40% retailers
are neutral for delivery of product, 20% strongly dissatisfied and 35%
dissatisfied with time delivery of MMPCL product in Rajkot.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strongly
Dissatisfied
Dissatisfied Neutral Satisfied Strongly
Satisfied
Timely Delivery 20% 35% 40% 5% 0%
%OfRespondents
Timely Delivery

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Are you satisfied with replacement facility of MMPCL?
Particulars No. of Respondents
Strongly Dissatisfied 9
Dissatisfied 6
Neutral 5
Satisfied 0
Strongly Satisfied 0
Interpretation:-
Above graph shows that 45% retailers are strongly dissatisfied with
replacement service and 30% retailers are dissatisfied and 25% retailers are
neutral with replacement service of MMPCL product in Rajkot.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Strongly
Dissatisfie
d
Dissatisfie
d
Neutral Satisfied Strongly
Satisfied
Replacement service 45% 30% 25% 0% 0%
%OfRespondents
Replacement service

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Are you satisfied with margin?
Particulars No. of Respondents
Strongly Dissatisfied 1
Dissatisfied 8
Neutral 11
Satisfied 0
Strongly Satisfied 0
Interpretation:-
Above graph shows that 55% retailers are neutral about margin,40 %
retailers are dissatisfied with margin and 5% are strongly dissatisfied with
margin of MMPCL product in Rajkot.
Strongly
Dissatisfied
Dissatisfied Neutral Satisfied
Strongly
Satisfied
Margin 5% 40% 55% 0% 0%
0%
10%
20%
30%
40%
50%
60%
%OfRespondents
Margin

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Has any complain received from customer of MMPCL product?
Particulars No. of Respondents
Yes 17
No 3
Interpretation:-
Above graph shows that 85% retailers have received complain from
customer and only 15 % retailers have not received complain of MMPCL
product in Rajkot.
85%
15%
Complain
Yes
No

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If Yes, Which types of complain received from customer of MMPCL
product?
Particulars No. Of Respondents
Quality 11
Price 3
Quality And Price 6
Interpretation:-
Above graph shows that 55% quality related complaining to retailers
and 30% complain related to quality and price and 15% complaining to
retailers about price of MMPCL product in Rajkot.
55%
15%
30%
Complain
Quality price Quality & Price

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Has company provide to you any other benefits?
Particulars No. of respondents
Yes 0
No 20
Interpretation:
Above graph Shows that company doesn’t provide any other benefits to
retailer of MMPCL.
Yes No
Benefits 0% 100%
%ofrespondents
Benefits

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The Findings are:-
 Maahi dairy products are mostly sold by the GROCERY
SHOPS&DAIRY SHOP. Only few numbers of GENERAL retailers are
sold it.
 Retailers have perceived that customers prefer FULL CREAM
MILK&TONED MILK respectively in Rajkot.
 BUTTER MILK & CURDS selling of Maahi Milk Producer Company
products ltd are less as compare to competitor.
 Mostly retailers are dissatisfied with PRICE, MARGIN
&REPLACEMENT FACILITY of Maahi Milk in Rajkot.
 Mostly retailers are dissatisfied withQUALITY (smell & thickness)&
TIMELY DELIVERY of Maahi dairy milk in Rajkot.
 Mostly retailers are neither satisfied nor dissatisfied with CURDLING of
Maahi dairy milk in Rajkot.
 Mostly retailers aren’t happy to stock of Maahi.

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Conclusion:-
After doing the project now conclusion is as we know Maahi is a New company in
market and providing more products to the customers, Maahi Milk Producer
Company ltd provides the dairy products in some cities, and somewhere is more
awareness and somewhere is low but during the my summer internship in the Rajkot
the mostly Retailers are dissatisfied with Maahi Milk Producer Company ltd. So for
this situation company have to improve the Quality, delivery systems, price,
replacement facility and promotions.
Finally we conclude on basis of objective led down the project one as follows.
 After this study, found that BUTTER MILK& CURDS selling of Maahi
Milk Producer Company products ltd are less as compare to competitor in Rajkot.
 Mostly retailers are dissatisfied with MILKQUALITY (curdling, smell &
thickness) & TIMELY DELIVERY of Maahi dairy milk in Rajkot.
 Mostly retailers are dissatisfied with PRICE, REPLACEMENT FACILITY,&
SCHEME of Maahi dairy product.

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Limitations of the study:-
Since the study was done in only one region of Rajkot. The results cannot be
generalized on all Rajkot bases. Shopkeepers also tend to hide some facts and
figures due to some reasons which can hinder the results we get from this
survey. Still a lot can be done to make the whole system efficient.
This research has a number of limitations that must be acknowledged:-
First, the study was carried out from the allocated sample used for this study
consisted mostly rural area of Rajkot city only therefore, the results may not be
applicable to the wider population in general,
Secondly, the results of this study are limited because only 20 samples size has
been collected for the study from the allocated Rajkot city.
Thirdly, only method of questionnaire has been used for reform the sentence
collecting primary data apart from focus group and other methods for the study,
Lastly, it must be acknowledged that there may be numerous other variables that
contribute to the development of retailer satisfaction, and word of mouth
communication which are briefly touched upon.

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RECOMMENDATION
As we know the total sales are depending on Retailers so:-
 Less awareness about Maahi dairy products among consumer.
 Company has to improve their Milk smell, curdling problem, milk thickness.
 Company should give the best margin to the Distributors.
 To increase the sales, company should give incentives and compensation to
the sales team.
 Company should cover the more area and more Retailers in Rajkot region.
 Company should provide backed training & facilities for new channel
members.
 To train to Dealer for how to communicate with retailers.
 Too short out retailer’s complain as soon as possible.
 To provide holiday package if retailer fulfill target which company has
decided.

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BIBLIOGRAPHY:
 Filho, P. A. D. A., &Volery, P. (2005). Broad-based versus specific NIRS
calibration: determination of total solids in fresh cheeses. Analytica
ChimicaActa, 544, 82–88.
 Wold, J. P., Jørgensen, K., &Lundby, F. (2002). Nondestructive measurement
of light-induced oxidation in dairy products by fluorescence spectroscopy and
imaging. Journal of Dairy Science, 85, 1693–1704.
 Miquel Becker, E., Christensen, J., Frederiksen, C. S., &Haugaard, V. K.
(2003). Front-face fluorescence spectroscopy and chemo metrics in analysis
of yogurt: rapid analysis of riboflavin. Journal of Dairy Science, 86, 2508–
2515.
 Blaquez, C., Downey, G., O’Callaghan, D., Howard, V., Delahunty, C.,
Sheehan, E., et al. (2006). Modeling of sensory and instrumental texture
parameters in processed cheese by near infrared reflectance spectroscopy.
Journal of Dairy Research, 73, 58–69
 Ruchi Malik, To Build A Model For The Determination Of Factors That Result
In The Success Of The Organized Retail Sector In IndiaAnd Analyzing Its
Relative Importance (With Reference To Fast Food Chains And Grocery And
Vegetable Outlets), Indian Journal of Marketing Volume 42 • Number 2 •
February 2012
 http://dairy.ahdb.org.uk/market-information/supply-production/milk-
production/world-milk-production/#.VaeJJ9KUciE
 http://www.maahimilk.com/About-Us/Company-Profile
 http://www.maahimilk.com/About-Us/Values-Mission-Vision
 http://www.maahimilk.com/Products

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Annexure:
Maahi milk producer company ltd.
Questionnaire of retailer satisfaction level regarding dairy products
Name:…………………………………………………………………………………………
…………………………………………………………....
Address:………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………
Contact No.:
Do you sell Maahi product?
 Yes
 No
IF YES
1. Which product is more sold?
 Milk
 Butter milk
 Curd
2. Are you satisfied with timely delivery of maahi product?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
3. Are you satisfied with replacement services?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree

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4. Are you satisfied with margin?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
5. Has any complain received from customer?
 Yes
 No
6. If yes, which type of complains have received from customer?
 Quality
 Packaging
 Price
 Advertising
7. Has company provide to you any other benefits?
 Yes, what
 No
IF NO:
Why? :
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………
Suggestion :
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………

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