SUMMER TRAINING REPORT

A 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 SESSION
2014-2016

UNDER GUIDANCE OF

SUBMITTED BY:

DR. VISHAL GUPTA

TUSHAR SINHA

Roll No- BM-014283

DECLARATION
I, 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 SINHA
Course: PGDM.
Date:
Director:________________________________________________
Name of the Learning Institution: - IMS GHAZIABAD

PREFACE
To 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

ACKNOWLEDGEMENT
It 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.NO

TOPIC

1
2

Executive Summary
Company Profile

Objectives of the study

4
5

Literature Review
Research Methodology

Analysis and Findings

7
8

Recommendation and Suggestions

Conclusion

Limitation

10

Annexure

PAGE
NO

EXECUTIVE SUMMARY
The 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 PROILE

INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The
wordAmul() is derived from the Sanskrit word Amulya (), meaning rare, valuable.
The co-operative was initially referred to as Anand Milk Federation Union Limited hence the
name AMUL.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
Amul spurred India'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 BUSINESS
AMUL 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 SUCCESS

The 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.

PLANTS
First 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

History
Amul 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, the Polson dairy, 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
Patel under the leadership of local farmer leader Tribhuvandas K Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices). He sent Morarji Desai to 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. VergheseKurienwith H.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 3.1 million
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 Turnover

Rs (million)

US$ (in million)

1994-95

11140

355

1995-96

13790

400

1996-97

15540

450

1997-98

18840

455

1998-99

22192

493

1999-00

22185

493

2000-01

22588

500

2001-02

23365

500

2002-03

27457

575

2003-04

28941

616

2004-05

29225

672

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

2009-10

80053

1700

2010-11

97742

2172

2011-12

116680

2500

2012-13

137350

2540

2013-14

181434

3024

2014-15

207330

3410

AMUL PRODUCTS
Avast varieties of products are offered by Amul which are as follows:
BREADSPREADS

Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter

CHEESE 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 Pizza

MITHAEE RANGE (ETHNIC SWEETS)

AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

AmulAmrakhand
AmulMithaeeGulabjamuns
AmulMithaeeGulabjamun Mix
AmulMithaeeKulfi Mix

UHT MILK RANGE

AmulTaaza 3% fat Milk

Amul Gold 4.5% fat Milk
Amul Slim-n-Trim 0% fat milk
AmulTaaza Double Toned Milk

PURE 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

Beverage
Beverage

Flavoured
Milk

Ros
e

Kesa
r

Buttermilk

Elaic
hi

Lassi

AmulKool

Cafe

Bada
m

Rose

Energy
Drink

Koko

Mang
o

Lemo
n

Oran
ge

FLAVOURED MILK

Smooth
ie

Stami
na

AMUL KOOL KESAR

Appetizing 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 ELAICHI

Appetizing 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 ROSE

With 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 BADAM

Amul 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 brand

GCMMF (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 cheese and 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,
and SAARC neighbours, 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 in The
Brand Trust Report, published by Trust Research Advisory, where as in the 2014 edition
of The 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 India

The 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 India

Fruit 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 EXPANSION
Amuls 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 2015

According 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 Project

Objective of the study
PRIMARY 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 merchandisereturn 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 DESIGN
A Research design specifies the methods and procedures for conducting a particular study. It is a
map (or) blue print to which the research is to be conducted. Descriptive research design has
been considered as a suitable methodology for present study and for data analysis.

SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability sampling
method. The convenience factors were the availability and approachability of the respondents.

POPULATION
All types of outlets that stock and sell 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 joints

PLACES OF STUDY
Rohini Sector 7, 9, 12, 15.

Sampling Technique : Non probability Sampling, Convenience Sampling

Sample Unit : People who use flavoured milk and buttermilk

superstores, etc

Sample size : 40 respondents

Method : Direct interview through questionnaire.

Data analysis method : Graphical method, Through SPSS tool

Area of survey : Delhi (Rohini)

in retail outlets,

FINDING AND
ANALYSIS

Frequency Distribution
1. Your age is:

10-20

20-30

30-40

40&above

Frequency

Percent

Valid Percent

Cumulative
Percent

20-30
Valid

40 above
Total

37

92.5

92.5

92.5

7.5

7.5

100.0

40

100.0

100.0

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

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Male

25

62.5

62.5

62.5

Female

15

37.5

37.5

100.0

Total

40

100.0

100.0

Interpretation: Out of 40 respondents, 25% people are Males, whereas 15% people account for
Females.
3. Are you aware of AmulKoolFlavouredMilk ?

Yes

No

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

yes

40

100.0

100.0

100.0

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

4. Which Flavour of AmulKool you prefer most ?

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Rose

10.0

10.0

10.0

Kesar

13

32.5

32.5

42.5

Elaichi

17.5

17.5

60.0

Badam

16

40.0

40.0

100.0

Total

40

100.0

100.0

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 ?

Frequency

Percent

Valid Percent

Cumulative
Percent

Daily

7.5

7.5

7.5

weekly

15

37.5

37.5

45.0

Monthly

22

55.0

55.0

100.0

Total

40

100.0

100.0

Valid

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

Frequency

Percent

Valid Percent

Cumulative
Percent

200 ml glass bottle

Valid

18

45.0

45.0

45.0

200 ml tetra pack

17.5

17.5

62.5

250 ml can

12.5

12.5

75.0

200 ml pet bottle

10

25.0

25.0

100.0

Total

40

100.0

100.0

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 ?

Frequency

Percent

Valid Percent

Cumulative
Percent

Amul

Valid

26

65.0

65.0

65.0

Mother Dairy

22.5

22.5

87.5

Nestle

5.0

5.0

92.5

Britania

7.5

7.5

100.0

40

100.0

100.0

Total

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
Mean

Std. Deviation

Analysis N

Taste

1.575

.6751

40

Softdrink

2.525

1.3585

40

Energydrink

2.500

.9608

40

Availability

1.900

.7089

40

Correlation Matrix
Taste

Substitutiono

Energydrink

Availibility

fsoftdrink
Taste

Correlatio
n

1.000

.222

.652

.445

Substitution of soft Drink

.222

1.000

.422

.136

Energy Drink

.652

.422

1.000

.414

Availability

.445

.136

.414

1.000

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

Approx. Chi-Square
Bartlett's Test of Sphericity

37.274

df

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 variables
H1: There is correlation between the variables
Chi-square value is 37.274
Df= 6
P-value < (0.05). So Ho is rejected and H1 is accepted hence factor analysis can be applied.

Communalities
Initial

Extraction

Taste

1.000

.686

Substitution of soft drink

1.000

.291

Energydrink

1.000

.766

Availability

1.000

.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

Component

Initial Eigenvalues
Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

2.195

54.881

54.881

.904

22.595

77.476

.591

14.772

92.249

.310

7.751

100.000

Total
2.195

% of Variance
54.881

Cumulative %
54.881

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.

Frequencies
Statistics
Taste

Energydrink

Substitutionofsof

Availibility

tdrink
Valid

40

40

40

40

N
Missing

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

Percent

Valid Percent

Cumulative
Percent

Valid

Strongly agree

20

50.0

50.0

50.0

Agree

18

45.0

45.0

95.0

Neither Agree nor Disagree

2.5

2.5

97.5

Disagree

2.5

2.5

100.0

40

100.0

100.0

Total

B) Energy Drink

Frequency

Percent

Valid Percent

Cumulative
Percent

Strongly Agree

10.0

10.0

10.0

20

50.0

50.0

60.0

Neither Agree nor Disagree

22.5

22.5

82.5

Disagree

15.0

15.0

97.5

Strongly Disagree

2.5

2.5

100.0

40

100.0

100.0

Agree

Valid

Total

C) Substitution of Soft Drink

Frequency

Percent

Valid Percent

Cumulative
Percent

Strongly Agree

11

27.5

27.5

27.5

Agree

14

35.0

35.0

62.5

2.5

2.5

65.0

11

27.5

27.5

92.5

7.5

7.5

100.0

40

100.0

100.0

Neither Agree nor Disagree

Valid
Disagree
Strongly Disagree
Total

D) Availability

Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

Strongly Agree

11

27.5

27.5

27.5

Agree

23

57.5

57.5

85.0

Neither Agree nor Disagree

12.5

12.5

97.5

Disagree

2.5

2.5

100.0

40

100.0

100.0

Total

Pie Chart
Q. 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
Gende
r

Mean

Std.
Deviation

Std. Error
Mean

male

25

1.840

.9434

.1887

female

15

2.467

1.0601

.2737

Preference

Independent Samples Test

Levene's Test for

t-test for Equality of Means

Equality of
Variances
F

Sig.

df

Sig. (2-

Mean

Std.

95% Confidence

tailed)

Differen

Error

Interval of the

ce

Differen

Difference

ce
Lower
Equal variances
assumed

.902

.348

Upper

38

.060

-.6267

.3227

-1.2799

.0266

26.92

.070

-.6267

.3324

-1.3089

.0556

1.885

1.942

Preference
Equal variances
not assumed

H0 : There is no significance difference across gender for Amul with respect to preference of
flavoured milk

H1 : 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 H0
Thus 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
Gende
r

Mean

Std.
Deviation

Std. Error
Mean

male

25

2.520

1.1944

.2389

female

15

3.467

1.0601

.2737

Taste

Independent Samples Test

Levene's Test for

t-test for Equality of Means

Equality of
Variances
F

Sig.

df

Sig.

Mean

Std.

95% Confidence

(2-

Differe

Error

Interval of the

tailed

nce

Differen

Difference

ce
Lower

Equal variances

.838

.366

Upper

-2.528

38

.016

-.9467

.3745

-1.7049

-.1885

-2.606

32.46

.014

-.9467

.3633

-1.6863

-.2071

assumed

Taste
Equal variances
not assumed

H0 : There is no significance difference across gender for Amul with respect to taste of amullassi
and buttermilk
H1 : 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<

( =0.05, as confidence

interval=95%), so Reject H0
Thus we can conclude that customers are not satisfied with the taste of amullassi and buttermilk.

T-Test

Q. Do you agree that these beverages are used as a Energy drink ?

Group Statistics
Gende
r

Mean

Std.
Deviation

Std. Error
Mean

male

25

2.520

.9183

.1837

female

15

2.800

.8619

.2225

Energydrink

Independent Samples Test

Levene's Test for

t-test for Equality of Means

Equality of
Variances
F

Sig.

df

Sig.

Mean

Std.

95% Confidence

(2-

Differen

Error

Interval of the

tailed)

ce

Differen

Difference

ce
Lower

Equal variances

.570

.455

Upper

-.955

38

.346

-.2800

.2933

-.8737

.3137

-.970

31.140

.339

-.2800

.2885

-.8684

.3084

assumed

Energydrink
Equal variances
not assumed

H0 : There is no significance difference across gender for Amul with respect to Energy drink
H1 : There is a significance difference across gender for Amul with respect to Energy drink

INTERPRETATION:

Here, p-value for Amul beverages used as a Energy drink=.346> ( =0.05, as confidence
interval=95%), so Accept H0
Thus we can conclude that customers use Amul beverages as a Energy drink.

FINDINGS
1. Most of the retailers are interested in keeping Amul products and they are satisfied with
the current distribution pattern of the company.
2. Retailers are not satisfied with the services provided by the company.
3. Most of the retailers want deep freezer for storage of products but AMUL is not providing
them, Mother Dairy take it as an advantage and provide freezer to those retailers for
advertising and promoting their products.
4. The sale of AmulFlavoured milk, Lassiand buttermilk is more as compare to other brands.
5. The demand of Amul products is more in market.
6. The brand image of Amul is good among the customers.
7. There is less margin for the retailers inFlavoured milk, Lassi and buttermilk as compare to
Mother Dairy.
8. The retailers are not satisfied with the distribution process, as there is no replacement
provided by the distributor or by the organization.

RECOMMENDATION
1. Relationship with retailers and company should be kept under a close watch.
2. Distributor should be given the responsibility to handle the retailers grievances.
3. Orders by the retailers should be executed in a proper manner to avoid irregular
availability.
4. Low security and easy installment should be given on deep freezer.
5. Company should give special offers to retailers frequently.

6. Company should open exclusive Amul parlors.

7. There have been a lot of complaints about replacement policy of Amul. Amul should try to
improve its replacement policy and make it somewhat liberal.
8. Innovative schemes like Priviledge cards giving discount on successive purchases may be
introduced to make a customer brand loyal to Amul.

CONCLUSION

The AMUL captured the 60% of the market, Mother Dairy captured 30% and 10% are the
remaining brands. The customers are loyal towards Amul products and demand of Amul
products is also good in the market. But in some area Mother Dairy try to capture Amul
customers by providing schemes and freezers to the retailer, so that the retailers sells Mother
Dairy products. Due to high demand of Amul pouch dahi and buttermilk retailers are bound
to keep Amul products. The company should work on their distribution network and on the
replacement policies of the expired and defected products. There should be a proper
grievance handling process so that the relationship between retailers distributorsremain good.

LIMITATION
1. Due to unavailability of proper conveyance facility, it was really hard to cover the market
under a scorching sun.
2. In many residentialresidential blocks shops located in corners of by lanes were difficult to
locate.
3. The time duration of two months was short for the completion of all activities.

REFRENCES
Principles of Marketing -- Philip Kotler& Gary Armstrong, 2000.
Marketing Management -- Philip Kotler, 2000.
https:// www.amul.com

 https://www.gcmmf.org
https://www.indiandairy.com

https://www.nddb.com

ANNEXURE
Customer Awareness For Amul Beverages