A REPORT ON

Buying Behavior of Retailers

By
Sanjeev Tripathi
(Batch 2017-19)

Under the guidance of

Prof. Ramdas Kendre

A report submitted in partial fulfillment of the

Requirements of
MBA Marketing Batch 2017-19

Sinhgad Institute of Management(SIOM)

1
 DECLARATION

I Mr.Sanjeev Tripathi hereby declare that this Summer Internship

Program (SIP) on “Buying Behavior of Retailers” is the record of

authentic work carried out by me during the period from 17 May 2018

to 17August 2018 and has not been submitted earlier to any

University or Institute for the award of any degree / diploma etc..

NAME OF THE STUDENT: - Sanjeev Tripathi

DATE: - 4th August,2018

PLACE: -SIOM , Pune

2
 CERTIFICATE

This is to certify that Mr. Sanjeev Tripathi of SIOM Pune’

Sinhgad Institute of Management (SIOM) has successfully completed the SIP

work titled “Buying Behavior Of Retailers” in partial fulfillment of
requirement for the completion of MBA course as prescribed by the SIOM.

This SIP report is the record of authentic work carried out by him/ her during the last
semester. He / She has worked under my guidance.

3
 Acknowledgement

The situation and euphoria that a company the successful completion

of the project would be incomplete without thanking the people who
made it possible.
I would like to take this opportunity to thank our Director Dr. Parag
Kalkar for giving me this opportunity to study in his B-School due
to which I was able to get such a good internship. Also for ensuring
that I get best of facility to complete the project.
I would also like to show my sincere gratitude to my corporate mentor
Mr. Pranil Jadhav ,Nilkanth Dubal and my faculty mentor Prof.
Ramdas Kendre . I am greatly indebted to both of them for giving
their valuable guidance as and when required. Without their positive
and supportive attitude, suggestions constructive advices and
continues encouragement this project would have been really very
difficult.
I would also like to thank Mr. Ashutosh Raut territory manager of
Amul for his valuable time. His valuable contribution and guidance
has been indispensable for my project work.
I am thankful to Mr. Pranil Jadhav for giving me this opportunity to
work with AMUL and helping me in making this summer Internship
project.
I would also like to thank all the staff of SIOM for helping me and
giving the best of their advices in this project.
I hope I can build upon the knowledge and experience I have gained
and make a valuable contribution towards this industry in coming
future.

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 Table of Content
Title Page no.
Executive Summary 5

Introduction 6

Indian Dairy Industry 7

Company Profile 8

Objective of Study 10

Scope of Study 10

Research Methodology 11

Data Analysis 13

Finding 24

Conclusion 25

Suggestion 26

Annexure 27

5
 Executive Summary

The objective of the project was to “understand the Buying Behavior

of Retailers” for AMUL Fresh products. For this we have to also
understand the consumer demand and requirement. After knowing
the consumer demand only we could have influenced the Retailers to
purchase AMUL products instead of others. The Retailers were highly
targeted because they are the real king of market in FMCG industry.
If they don’t keep one brand they can either give other brand or some
substitute product. Due to the goodwill of retailers the consumers too
will purchase other brand or product. So the focus of project was to
understand the retailer’s demand in order to influence their buying
behavior.
The project started on 17 May after knowing all the relevant
information regarding the project, under the guidance of Mr. Pranil
Jadhav. In the first part of the project I did the selling of AMUL Dairy
products to the retailer’s at Ambegaon area. By selling the positive as
well as negative prospects were found. All those who were ready to
purchase Amul products were delivered their orders from next day
and those who were negative towards the products were further asked
to know their problem and requirement. Then an effort was made to
convert them in customers as well.
Since the next part of my project was to develop a questioner with
respect to know the retailer’s perception about AMUL products and
know which are the factors which influence their purchasing decision.
This selling part gave me a rough idea of what retailers think. This
helped me a lot in designing a questioner to know the retailers
perception. Then my Faculty mentor helped me in finalizing the

6
questioner. This gave a good idea of what the retailers of the
Ambegaon area want from AMUL for purchasing their products.
Then from the questioner it was found out that two major factors
which influenced the retailers are Profit margin, quality, and timely
delivery of the products. This were very important factors whereas
AMUL is very good in Quality and Timely Delivery but as compared
to its competitors AMUL give a less profit margin. Due to this the
retailers are not ready to purchase AMUL products. Majority of
retailers also said that they can sell same product at more price given
that they are also given more profit margin.
So the Suggestion would be that AMUL is a very good brand for
retailers but still they are not ready to purchase because of profit
margin. So if the profit margin is increased even by increasing the
price then AMUL products can certainly capture a good market.
Currently the competitors are having more market share only because
of their profit margin whereas AMUL has a better goodwill as
compared to others.
Overall it was a very good experience and I learned a lot from the
project. Specially the selling part taught a lot regarding the practical
aspects of marketing.

INTRODUCTION
Once India had shortage of milk, but today India has emerged as
worlds largest producer of milk crossing 97 million tones. It is 'The
Oyster' of the global dairy industry. It offer a lot of opportunity to
entrepreneurs, who wish to capitalize on one of the world's largest and
fastest growing markets for milk and milk products. The Indian dairy
industry is growing rapidly, trying to keep pace with the progress
around the world. A bagful of 'pearls' awaits the international dairy
processor in India.

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The Dairy Industry runs mainly because of factors like Price
availability, taste and marketing, affordability, and service frequency.
Price play a major role because purchasing power is dependent upon
price and availability of that product. Distributors and retailers service
matter a lot in Institutional business.
The Milk market largely consist of urban area with over 25 percent of
total population. An estimated 50 percent of total milk is consumed in
urban areas. The urban population in India is expected to increase in
future as well. The expected rise in urban population would be a boon
to Indian dairying. Presently this market is catered by the organized
sector both cooperative and private and the traditional sector.

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9
10
 Indian Dairy Industry-A Profile

The Dairy industry is one of the important factor for Socio-Economic

development of India, and constitutes an important segment of the
rural economy. Millions of homes in villages gain their livelihood
from Dairy industry, ensuring supply of quality milk and milk
products to people in both urban and rural areas. The industry has
been rapidly growing with a view to keeping pace with the country’s
increasing demand for milk and milk products.
India account for about 17% of global milk production, and is the
largest milk producer. Also, it is one of the largest producers as well
as consumers of dairy products. the consumption of dairy products
has been growing exponentially in the country due to rich nutritional
qualities. And this is expected to increase by 4% till 2025.
The secondary market for dairy products has also been flourishing
with the rising use of dairy products, The government has already
taken several initiatives and running plans and programs like National
Diary Plan and Intensive Dairy Development Program to meet the
growing demand for milk in the country. Also India today is the
lowest cost producer of per liter of milk in the world, at 27 cents,
compared with U S 63 cent. Also to take advantage of this lowest cost
of milk multinational companies are also planning to expand their
activities in India.

 900 Billion is the annual value of India’s milk production.

 Employment for some 12 million farm families is generated by
Dairy Cooperatives.
 Dairy farming is the single largest contributor to the
economy(5% of GDP & 13% of employment).

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  Dairy industry has huge opportunities as it is largest single
FMCG Market.

KEY CHALLENGES:

 Ensuring Quality
 Procurement and Efficiency in Supply Chain Management
 Product differentiation and value addition

Company Profile
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)
is India’s largest food product marketing organization with
annual turnover (2016-17) US$ 4.1 Billion. Its daily milk
procurement is 17.65 million liter per day from 18,549 village
milk cooperative societies, 18 member unions covering 33 districts
and 3.6 million milk producer members.
It is top organization of the Dairy Cooperatives of Gujarat,
popularly known as ‘AMUL’. Providing remunerative returns to
the farmers is its main aim and also serve the interest of
consumers by providing quality products which are very good
value for money. Its success is not only a benchmark in India but
also serve as a model for rest of the world. It operates through 47
Sales Offices and has a dealer network of 5000 dealers and 10
lakh retailers, one of the largest such networks in India. Its
product range comprises milk, milk powder, ghee, butter, Paneer,
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health beverages, cheese, Pizza cheese, chocolates, Ice-cream, and
traditional Indian sweets, etc. It is exclusive marketing
organization of 'Amul' and 'Sagar' branded products.

Gujarat Co-operative Milk Marketing Federation Ltd., which

markets the popular Amul brand of milk and dairy products has
registered a provisional turnover of Rs. 27,085 crores for the
financial year 2016-17 which ended on 31st March 2017. This is 18%
higher than last financial year's sales turnover of Rs 22972 crores.
Turnover of GCMMF has increased by about 3.5 times in last seven
years. The provisional unduplicated group turnover of member
unions of Amul group has crossed Rs. 38,000 crores. It may be
noted that GCMMF has planned to achieve sales turnover of Rs.
50,000 crores by 2020-21. GCMMF has been achieving a Compound
Annual Growth Rate of more than 20% since last seven years
because of higher milk procurement, continuous expansion in
terms of adding new markets, launching of new products and
adding new milk processing capacities across India. In order to
reach interior markets, GCMMF has started fourteen new branches
in India during last four years.

GCMMF has received numerous awards and accolades over the

years for its consistent adherence to quality, customer focus and
dependability. It received the Rajiv Gandhi National Quality
Awardin1999 in Best of All Category. In 2002 GCMMF bagged India's
Most Respected Company Award instituted by Business World. In
2003, it was awarded the ‘The IMC Ram krishna Bajaj National
Quality Award – 2003’ for adopting noteworthy quality
management practices for logistics and procurement. GCMMF is
the first and only Indian organization to win topmost
International Dairy Federation Marketing Award for probiotic

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ice cream launch in 2007. For the innovations, GCMMF has
received AIMA-RK Swamy High Performance brand award 2013
and CNN-IBN Innovating for better tomorrow award in 2014.
World Dairy Innovation Awards- 2014 for Best Marketing
Campaign - "Eat Milk with Every Meal". For the tree plantation
activity GCMMF has received seven consecutive Good Green
Governance award from Srishti during 2007 to 2013.
GCMMF is also the largest exporter of Dairy Products in India. It
is also given a status of “Trading House”. Many of our products
are available in USA, Gulf Countries, Singapore, The Philippines,
Japan, China and Australia. GCMMF has received the APEDA
Award from Government of India for Excellence in Dairy
Product Exports for the last 13 years. For the year 2009-10,
GCMMF has been awarded "Golden Trophy' for its outstanding
export performance and contribution in dairy products sector by
APEDA.
Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Oman, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid
to enter Japanese market in 1994 did not succeed, but it plans to
venture again.

The Amul brand is not only a product, but also a movement. It is

in one way, the representation of the economic freedom of
farmers. It has given farmers the courage to dream. To hope. To
live.

GCMMF - An Overview

Year of Establishment 1973

Members 18 District Cooperative Milk

14
 Producers' Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18,549
Total Milk handling capacity
30 Million liters per day
per day
Milk Collection (Total - 2016-
6.44 billion liters
17)
Milk collection (Daily Average
17.65 million liters
2016-17)
Cattlefeed manufacturing
7800 Mts. per day
Capacity
Sales Turnover -(2016-17) Rs. 27043 Crores (US $ 4.1 Billion)

VISION:
GCMMF will be an outstanding marketing organization, with
specialization of Food and Dairy product both fresh and long life
customers focus and IT integrated. The network would consist of over
100 offices, 7500 stockiest covering atleast every Taluka.
Headquarter serving nearly 10 lakh outlets with a turnover of RS.
10,000 Cr and serving several Cooperatives. GCMMF shall also
create markets for its products in neighboring countries.

MISSION:
GCMMF endeavor to satisfy the taste and nutritional requirements of
the customers of the world through excellence in the marketing by our
committed team. Through cooperative networking we are committed
to offering quality product that provides best value for money.

15
 Objective of Study

Primary Objective:
1. To study the Standard Operation Procedure at Amul Retail
Store.
2. To identify the need and demand of Retailers.
3. To study the distribution of Amul Product.
Secondary Objective:
1. To find out problems faced by retailers .

TASK ttttttasTASK

1. To Increase the number of Retailers of Amul.

2. To create awareness among the consumers about Amul.
3. To increase the sales with existing Retailers of Amul.

Scope of Study

The study will help in understanding the buying behavior of

Amul Retailers.
The study will help in understanding the factors affecting the
sale to Retailers.

16
The study will help in restructuring margin policy for retail
distributors.
This study will also help in improving the market share of Amul
in Dairy market.
Dairy Retail store observation is included in the Project.
The study include understanding of Distribution channel of
Amul.

17
 Research Methodology
“Market research is the systematic design, collection, analysis and
reporting of data and finding relevant to a specific marketing situation
facing the company.”
An effective marketing research involved five steps:

Designing the
Devloping the Collecting the
Problem and
Research Plan Information
Research Objective

Present the Analyzing the

Findings Information

Marketing Research as defined by The Marketing Association is as

follows:
“Marketing Research is the functional links to the customers,
consumers &public to marketing through information. Information
used to identify and define marketing opportunities and problems;
generate, define and evaluate marketing actions; monitor marketing
performance and improve understanding of marketing process.”

RESEARCH DESIGN:
 A sample size of 50 retailers was taken.
 The survey was conducted in the area of Sinhgad Road,
Vadgaon ,Ambegaon ,Dhayari& Narhe .

Sampling Techniques

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As the sample audience was made out of potential purchasers of the
product a Quota Sampling technique was adopted. The sample was carefully
drafted. While designing the questionnaire and also when collecting
information a lot of care was taken.
Methods of Data Collection:

The source of the data collected for the research is both

primary data and secondary data

Primary Data:

By Observation Method:
This data was collected by visiting the amul outlets in Thane by
seeing the displayed Amul products in that stores. The data was
collected on the following parameters:
 Price.
 Visibility.
 Shelf Life.
 Discounts Offered.

By Personal Interviews:

The data was collected by visiting each and every stores where amul
products are available and also check the availability of the Amul
products in the shelf. The information was taken by talking to the purchase
mangers of the stores as well as the distributors. The objective of this was to
know the preference of the retailers to stores the Amul products, know
the problems regarding the delivery, the problems between distributors and
retailers. The questions were open – ended as well as close - ended.

Secondary Data:

19
Secondary data is something which is already written in books, newspaper,
magazines or internet. Websites likes amul.com and Wikipedia were also
used.

20
 DATA ANALYSIS:
Followings questions were asked during the survey and the response received is as follow:

Q1> 1) what type of shop you have?

Provision store 23
Bakery 00
Sweet Shop 02
Mart 00
Loose Milk Seller 00
Other 00

000
0
2

provision store
Bakery
Sweet Shop
Mart
Loose Milk Seller
Other

23

Interpretation:
As the graph suggest approximately 92% of the milk keeper in Ambegaon area have
provision store. Rest 8% have a sweet shop where as no milk keeper have a Bakery, Mart,
Loose Milk Seller or any other type. This show that most of the shops in Ambegaon area are
provision store. They will purchase the major quantity of milk.

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Q2> Do you keep Milk of all brands?

Yes 25
No 00

yes
no

25

Interpretation:
The following Graph suggest that all the 25 Retailers keep milk at their shop. The major
reason for this can be because the survey was done on the stores who were keeping milk.
Accordingly the result is that 100% of the retailers keep milk which may not be a actual case.

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Q3> Which Brand of Milk do you keep?(more than one can be selected)

Amul 25
Chitale 25
Krushnai 8
Katraj 13
Gowardhan 3
Other 6

30

25

20

15

10 Series1

Interpretation:
From the above graph it is clear that all the 25 retailers keep Amul and Chitale milk whereas
some of the retailers also keep other milk like Katraj Krushnai. This also show that the
Retailers keep more than one brand of milk. So there can be huge competition among the
brands. But with competition there is also a big opportunities for the companies to increase
their market share of milk in Ambegaon area.

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Q4> Which factors affect your purchase decision for milk? (More than one can be selected)

Profit Margin 25
Quality of Milk 7
Availability on time 12
Brand Image 10
Relation with Distributor 4
Other 0

30

25

20

15
Series1
10

0
Profit Milk Availability Brand Relation Other
Margine Quality Image with
Distributor

Interpretation:
As shown in graph all the 25 retailers think that profit margin is one of the very important
factor for retailers to purchase milk. Whereas 10-12 retailers think that Brand image and
availability on time is also one of the factor which affect the decision of retailers buying.
Very few retailers think Quality and Distributor also have a role in their purchase decision.
Therefore it is clear that profit margin is the most important factor which affect all the
retailers purchase decision for milk.

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Q5>) Do Customers always specify the brand they want?

Yes 11
No 12
Sometimes 2

11 Yes
No
Sometimes
12

Interpretation:
This Graph shows that majority of the customers don’t specify which brand of milk they want
so the Retailer can give whichever milk he want to give. So in this case the role of retailer is
very important to increase the sale of customer. Whereas there is not a big difference between
numbers of retailers who say that people specify which brand do they want to purchase. In
case a customer specify the brand they want, the role of Business to Customer promotion play
its role.

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Q6> (If Yes) Do you give them other brand if the brand they asked is not available?

Yes 11
No 12
Sometimes 2

yes
no
sometimes

11

Interpretation:
This Graph brings the supply chain in action. If a company can make his milk available at
right time in right quantity there is always a chance of increase in sales. In vice-versa
situation a company can lose its market. So making milk available to retailers is one of the
major factor in increasing sales. This can give an edge over competitors.

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Q7> (If No) Which brand do you give them?

Amul 1
Chitale 6
Krushnai 4
Katraj 1
Gowardhan 0
Other 0

00
1 1

Amul
Chitle
Krushnai
4
Katraj
Gowardhan
6 Other

Interpretation:
The following graph shows that the retailers prefer giving Chitale milk more than others by
themselves. There can be several reasons for this for example better profit margin or good
relation with the distributors or any other. So if a company is able to influence the retailers
they can easily increase the sale of their product. Hence it become very important to deliver
value to the Retailers.

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Q8> How do you find the quality of Amul?

Excellent 16
Good 9
Average 0
Poor 0
Very Poor 0

0 0
0

9 Excellent
Good
Average
Poor
16 Very Poor

Interpretation:
The following data shows that majority of Retailers feels that the quality of Amul milk is
Excellent whereas the remaining say that it’s Good. There is no one saying the quality of
Amul is average or below average. This is a good thing for Amul as their major promotion
focus on the quality of their milk. So we can conclude that Amul has been successful in their
promotion activities.

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Q9> How is the profit margin of Amul milk?

Excellent 00
Good 00
Average 03
Poor 14
Very Poor 08

0 0

8 Excellent
Good
Average
Poor
Very Poor

14

Interpretation:
Now the following data show that the Retailers are not very happy with the Profit margin
given by Amul. 3 say it is Average, 14 say its poor whereas 8 are of view that the profit
margin is very poor. This can be one of the reason for retailers resisting to purchase Amul
milk. The company need to bring some strategies to handle this situation of Retailers. If such
situation continue to exist in market Amul may lose some market share.

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.

Q10> Do you get Amul milk delivery on time?

Yes 22
No 3

Yes
No

22

Interpretation:
The above graph shows that approx 90% of the Retailers are of view that they get the
delivery of milk on time. Only 3 were unsatisfied with the timing. This show that the delivery
timing is not an issue for the less sales of Amul milk in Ambegaon area. But still the
company can be more efficient to satisfy the remaining 10% of Retailers as well

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Q11> Are you willing to sale Amul milk if you get your desired factors?

Yes 24
No 1

Yes
No

24

Interpretation:
The following graph shows that if the retailers are given some special things like extra
margin or anything as such they will be very happy to keep Amul milk at their outlets.
Approx 96% of retailers said that they are willing to keep Amul milk provided that they get
some extra benefits.

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 Findings:

 Consumers are not the only kings of market, In FMCG sector

Retailers play a very big role too.
 Retailers can influence the consumers on the basis of the
relationship they have with the customers.
 Retailers can be the best salesmen a company can have, all you
need to do is make good relations with them.
 Giving a Retailer his desired factors can really increase the sale
for any product.
 In retail, it’s not all about quality, the Profit margin have a
bigger impact in the purchase decisions of Retailers.
 The retailers have the power to sell substitute or competitors
product as well.
 The company has been able to produce good quality product
with good taste at reasonable price.
 The Retailers were not at all happy with the profit margin.
According to them its vey low.
 The Company has a very good distribution system for efficient
and timely delivery of products.
 The Retailers were not happy with damage product treatment.
They want the company to replace the product in case of any
damage like other competitors do.
 The company has a big competition from companies like
Chitale, Krushnai but still there is a very vas market available
for them.

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 Conclusion:
After evaluating the market and then doing the Market
Research, it can be concluded that there is very huge scope for
AMUL in Ambegaon area. If the company is able to make
good relations with the retailers of the area and can encourage
them to sell Amul milk then it can very easily get a big market
share. Even though Amul is new in Ambegaon area as
compared to its competitors like Chitale etc, still Amul is a
brand in itself and can very easily gain trust among customers.
Talking about the quality of Amul, it has a image of very
good quality brand which is a very good thing for company.
All the retailers as well as the customers trust Amul. It can be
sold by its name only. But the only problem faced by the
Retailers is of Margin. Almost all the Retailers are of the view
that the profit margin of Amul is very less as compare to
others. So the retailers find it very difficult to survive with
such less margin. They were of the view that this margin is
not sufficient even for paying their electricity bills. Therefore
the company will have to do something for the retailers
regarding their margin issue.
I also understood that retailers are very important part in Fast
Moving Consumer Goods. They have the power to make and
break any company. A retailer has relationship with all its
customers so he can very easily sell substitute or competitors
product. Therefore in FMCG market a company need to keep
very good relations with its retailers. Keeping them happy will
ultimately result in revenue for the company.

33
Overall it was a very good experience to work with Amul.
The learning’s from the internship will definitely help me
through out my life and will be helpful for my future growth.
The project has thought me that sales is a very beautiful thing
if you can do it properly. I have learned a lot of new things
like Time management, Interpersonal skill, Negotiation skill,
how to communicate during selling, Patience and many more
things. I am really very happy to start my carrier with a short
Internship with Amul. Overall it has been an Excellent and
Rewarding experience for me. I have been able to meet and
connect with a lot of new people who gave me a lot of
knowledge.

34
 Suggestion
Amul is a very big company in FMCG sector and is doing really very
well. But a few recommendation from my side would be:
 The Company can do trade promotion. This can be done by
various activities like give award for best retailer, award for
maximum sales etc. All this things can very highly motivate the
retailers and can result in the retailer selling more of the Amul
milk as compare to current situation.
 The company can give some special discount or schemes to the
retailers. For example if they sell 100 lit. of milk every day then
the company can give them a freeze to keep that milk. This will
give the retailer a sense of getting extra benefits. And again this
can result in good relationship with retailers and ultimately more
profits.
 Amul can also think of reframing their Retailer Profit Margin
Policy. If the company is able to give some margin to retailers
their major issue will get solved. After which the company can
increase their sales with less effort as compare. Retailers are
already assured of the quality of Amul, so if they get desired
profits as well then they will automatically sell Amul milk
without much efforts of company.

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 Annexure
Questioner
Name of the shop_________________

Retailer name _________________ Mo. No.______________

Address _____________________________

1) What type of shop you have?

A) Provision store

B) Bakery

C) Sweet Shop

D) Mart

E) Loose Milk Seller

F) Other

2) Do You keep Milk?

A) Yes

B) No

3) Which Brand of Milk do you keep?(more than one can be selected)

A) Amul

B) Chitale

C) Krushnai

D) Katraj

E) Gowardhan

F) Other

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4) Do Customers always specify the brand they want?

A) Yes

B) No

4a) (If Yes) Do you give them other brand if the brand they asked is not available?

A) Yes B) No C) Sometimes

4b) (If No) Which brand do you give them?

A) Amul

B) Chitale

C) Krushnai

D) Katraj

E) Gowardhan

F) Other

5) How do you find the quality of Amul?

A) Excellent

B) Good

C) Average

D) Poor

E) Very Poor

6) Are you willing to sale Amul milk if you get your desired factors?

A) Yes

B) No

Study of Milk Products

37
1. On time Delivery

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

2. Quality of Milk

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

3. Profit Margin

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

4. Brand Image

38
Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

5. Credit Policy

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

6. Consumer’s Demand for Brand

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

7. Leakage

Brand 1 2 3 4

Chitale

39
Gokul

Radhakrishna

Katraj

Amul

8. Relationship

Brand 1 2 3 4

Chitale

Gokul

Radhakrishna

Katraj

Amul

40
 Bibliography:
Books

Philip Kotler

(Marketing Concepts)

Website:

www.amul.com

41