Downloaded 28 times
Uploaded byGaurav Kale
A project on retailer's perception and behaviour towards AMUL fresh product division
The study explores retailers' perceptions and behaviors towards Amul's fresh product division, focusing on acceptability based on quality, brand image, margins, and satisfaction. Key findings reveal significant relationships between retailer satisfaction, product acceptability, and distribution margins, while suggesting improvements in services, advertising, and distribution channels. The analysis indicates that despite the low profit margins and distribution challenges, retailers show interest in stocking Amul products due to its strong brand image and quality.
More Related Content
A project on retailer's perception and behaviour towards AMUL fresh product division
- 1. A Study onRetailer’s perception & behaviour towards Amul fresh product division Gaurav Kale - 43 Marketing St. Francis Institute Of Management & Research
- 2. Amul “AMUL” means“Priceless” in Sanskrit Formed in1946,is dairy co-operative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF) Jointly owned by 3.37 million milk producer in Gujarat. Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.
- 3. Some Facts Year ofEstablishment 1973 Members 17 District Cooperative Milk Producers' Unions No. of Producer Members 3.37 Million No. of Village Societies 18,536 Total Milk handling capacity per day 24 Million litres per day Milk Collection (Total - 2014-15) 5.42 billion litres Milk collection (Daily Average 2014-15) 14.85 million litres Cattle feed manufacturing Capacity 6340 Mts. per day Sales Turnover -(2015-16) Rs. 230050 Crores
- 4. Amul Products Bread SpreadsCheese Range Mithai Range Amul Butter Amul Cheese Spread Amul Shrikhand Amul Lite Low fat Butter Spread Pizza Mozzarella Cheese Amul Gulab Jamoon Amul Cooking Butter Amul Processed Cheese Amul Basundi Amul Elemental Cheese Amul Avsar Ladoo Amul Gouda Cheese Fresh Milk Beverage Paneer Amul Taaza Amul Kool Flavoured Milk Amul Malai Paneer Amul Gold Amul Masti Buttermilk Amul Fresh Paneer Amul Cow Milk Amul Lassi Amul Tin Paneer Amul Kool Shakers Amul Smoothies
- 5. To know why retailers,prefer to stock Amul products even though there are too many problems like Less Margin, No Replacement Find out how many retailers are willing to take up distributorship for Amul products directly. Need for Study
- 6. Objectives To studyacceptability of Amul milk and milk based products by the retailers based on different variables such as quality, brand image, margin and satisfaction. To identify the top retailers in terms of sales of Amul milk and related products get feedback from specific region. To study about the potential wholesalers who are willing to become distributors of Amul products. To do a competitor’s analysis for Amul products in the market.
- 7. • Exploratory • Descriptive Research Type •Primary • Secondary Data Collection • Sampling Frame: 100 respondents • Population: Andheri, Jogeshwari & Goregaon • Sampling Technique: Cluster sampling • Category: Dairy, General Stores, Departmental Stores, Sweet Shop. Sampling Design • Analysis is based on both primary as well as secondary data. Data Analysis Research Methodology
- 8. Pricing and Margins. ParticularsSKU Units/crateorBoxShelfLifeRatetoRetailer RatetoRetailer/Unit MRP/Unit Amul Taaza(TonedMilk) 500ml 24pouches 2Days 441 18.38 19 Amul Taaza(TonedMilk) 1ltr 12pouches 2Days 441 36.75 38 Amul Gold(Full CreamMilk)500ml 24pouches 2Days 557.76 23.24 24 Amul Gold(Full CreamMilk)1ltr 12pouches 2Days 557.76 46.48 48 Amul Masti PouchDahi 200gm 50pouches 7Days 593 11.86 13 Amul Masti PouchDahi 400gm 24pouches 7Days 547.5 22.8125 25 Amul Masti PouchDahi 1kg 10pouches 7Days 506 50.6 55 Amul Masti PouchDahi 5kg 2pouches 7Days 485 242.5 250(50/kg) Amul PlainButtermilk 500ml 24pouches 2days 227.04 10.43 11
- 9. Analysis Of Data Doyou stock AMUL products? 19% 33% 48% Products Milk/Curd/B uttermilk Milk/Curd Milk/Butter milk Which product of Amul do you Stock?
- 10. List the shortcomings of Amulas a brand according to you? 0 20 40 60 80 100 Low Margin Distribution No Credit Facilities No Customers No Replacement of Damage and Expired products Shortcomings Of Amul Which are the other brand of Milk do you keep? 0 20 40 60 80 100 Aarey Govardhan Gokul Mahananda Mother Dairy Others Competitors
- 11. Reasons for stocking otherbrands 17% 4% 5% 28% 19% 27% Reasons for Stocking other brands Attractive Schemes Credit Facilities Fast movements of product Good Margin High Distribution Replacement for damage and Expired Products Where do you get your stock of Amul Products? 35 65 0 10 20 30 40 50 60 70 Distributor Wholesaler Supplier
- 12. Are you satisfiedwith the Suppliers? H0 = There is no significant relationship between the satisfaction level of the retailers and margin provided to them by the Distributors H1 = There is significant relationship between the satisfaction level of the retailers and margin provided to them by the Distributors Crosstab Count Margin Total1.00 2.00 3.00 Satisfac tion No 9 40 15 64 Yes 14 18 4 36 Total 23 58 19 100 Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi- Square 8.637a 2 .013 Likelihood Ratio 8.490 2 .014 N of Valid Cases 100 Accept H1 Since there is significant relationship between the satisfaction level of the retailers and margin provided to them
- 13. Would you liketo take distributorship of Amul? Give your ratings to the following attributes of Amul. Acceptabili ty Brand Image Margin Packaging Replaceme nt Quality Very Good 9 20 0 0 0 2 Good 21 43 0 0 0 78 Neutral 63 37 19 49 15 20 Bad 7 0 58 47 17 0 Very Bad 0 0 23 4 68 0 0 20 40 60 80 100 120 Ratings
- 14. H0= = Thereis no significant relationship between Acceptability of the product and Brand Image. H1 = There is significant relationship between Acceptability of the product and Brand Image. Acceptability*Brand Image Interpretation: - Accept H1 since, it has been found from the study that there is significant relationship between acceptability of the product and brand image of the company. Crosstab Count Brand Image Total3.00 4.00 5.00 Accepta bility 2.00 5 2 0 7 3.00 25 33 5 63 4.00 7 4 10 21 5.00 0 4 5 9 Total 37 43 20 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi- Square 29.88 8a 6 .000 Likelihood Ratio 32.08 0 6 .000 Linear-by-Linear Association 18.69 9 1 .000 N of Valid Cases 100
- 15. H0= = Thereis no significant relationship between Acceptability of the product and margin provided by the distributors. H1 = There is significant relationship between Acceptability of the product and margin provided by the distributors. Acceptability*Margin Crosstab Count Margin Total1.00 2.00 3.00 Accepta bility 2.00 0 2 5 7 3.00 13 41 9 63 4.00 7 9 5 21 5.00 3 6 0 9 Total 23 58 19 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi- Square 18.52 2a 6 .005 Likelihood Ratio 17.80 2 6 .007 Linear-by-Linear Association 6.046 1 .014 N of Valid Cases 100 Interpretation: - Accept H1 since, the study reveals that there is significant relationship between Acceptability of the product and Margin provided to them by the Distributors
- 16. H0= = Thereis no significant relationship between Acceptability of the product and the packaging of the product. H1 = There is significant relationship between Acceptability of the product and the packaging of the product. Acceptability*Packaging Interpretation: -Accept H1 since, the study reveals that there is significant relationship between Acceptability of the product and Packaging of the product. Crosstab Count Packaging Total1.00 2.00 3.00 Accepta bility 2.00 0 0 7 7 3.00 0 42 21 63 4.00 4 3 14 21 5.00 0 2 7 9 Total 4 47 49 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi- Square 39.21 0a 6 .000 Likelihood Ratio 40.60 2 6 .000 Linear-by-Linear Association .380 1 .538 N of Valid Cases 100
- 17. H0= = Thereis no significant relationship between Acceptability of the product and the replacement of the product. H1 = There is significant relationship between Acceptability of the product and the replacement of the product. Acceptability*Replacement Interpretation: -Accept H1 since, the study reveals that there is a significant relationship between Acceptability of the product and Replacement of the products Crosstab Count Replacement Total1.00 2.00 3.00 Accepta bility 2.00 2 0 5 7 3.00 52 6 5 63 4.00 9 7 5 21 5.00 5 4 0 9 Total 68 17 15 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi- Square 35.652 a 6 .000 Likelihood Ratio 30.376 6 .000 Linear-by-Linear Association .000 1 .994 N of Valid Cases 100
- 18. H0= = Thereis no significant relationship between Acceptability of the product and the quality of the product. H1 = There is significant relationship between Acceptability of the product and the quality of the product. Acceptability*Quality Interpretation: -Accept H1, it has found that there is significant relationship between Acceptability of the product and Replacement of the product. Crosstab Count Quality Total3.00 4.00 5.00 Accepta bility 2.00 0 7 0 7 3.00 15 46 2 63 4.00 5 16 0 21 5.00 0 9 0 9 Total 20 78 2 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi- Square 6.186a 6 .403 Likelihood Ratio 9.947 6 .127 Linear-by-Linear Association .057 1 .812 N of Valid Cases 100
- 19. Market Share 3% 6% 10% 9% 13% 21% 38% MarketShare Aarey Govardhan Gokul Mahananda Mother Dairy Others Amul
- 20.
- 21. COMPANY MILK CURDBUTTERMILK Amul 500 ml. Rs. 19 Rs. 13 Rs. 11 Aarey 500 ml. Rs. 17.50 NA NA Gokul 500 ml. Rs.19 Rs.22 NA Govardhan 500 ml. Rs.20 NA Rs.12 Mahananda 500 ml. Rs.20 NA NA Mother Dairy 500 ml. Rs.19 NA NA Comparative Analysis
- 22. Competitors offering andSchemes provided to the retailers. Navnath Milk: - 1 Crate of Navnath Milk gets 1 litre Sonai Milk Free. Govardhan: - Give offers to their retailers buy 12 litre and get 1 litre milk free. Mother Dairy: - Rs. 35 off on 1 Crate. Mahananda: - Give retailers 1 crate at Rs. 363 (actual rate= Rs. 480) Shivirth Milk offers Rs. 6 margin per Litre. Easy credit facilities are given by Local Brands like Sonai
- 23. Findings From TheData Collected Dumping Distribution Low Profit Margin Leaked packets Refrigerator Unauthorized Middleman
- 24. Interpretation Not Interestedin Selling Amul Products due to low profit margin The Distribution pattern is not adequate Needs focus on points like ◦ Credit facilities ◦ Dumping ◦ Leaked Products ◦ Middleman
- 25.
- 26. Recommendations 1. • Services 2. • Advertisements 3. •Distribution Channel •4. • Replacement Policy
- 27. Conclusion Converted aWholesaler into Amul’s Authorised Distributor Take care of small little things like margins better supply chain of all its products. Local and Dairy producers should be considered as a potential threats
- 28.
- 29.