A PROJECT REPORT ON TO STUDY THE EFFECTS OF BRAND CHARACTERISTICS ON BRAND RECOMMENDATION BY RETAILERS. FOR PARAG MILK FOODS PVT.LTD.

BY VIVEK KUMAR (BATCH 2010-12) UNDER THE GUIDANCE OF Ms. NIDHI RAJ GUPTA

SUBMITTED TO UNIVERSITY OF PUNE IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE MASTERS IN MARKETING MANAGEMENT (MMM) THROUGH INSTITUTE OF BUSINESS MANAGEMENT & RESEARCH (I.B.M.R) CHINCHWAD, PUNE 411019

ACKNOWLEDGEMENT
The summer project at PARAG MILK FOODS Pvt. Ltd. has been an enriching experience; the learning of project will go a long way enabling me to achieve my future endeavours. The project report is the outcome of the backing and encouragement of a number of persons whom I have been associated during the past two months. With great pleasure I expressed my sincere gratitude to all who have spared their valuable time and helped me in the preparation of this report. Firstly I would like to thank Mr. Hitendra Kotecha (Manager Sales, Pune Liquid Milk Division) and Mr. Rahul Singh (Sales Officer),of Gowardhan Milk under whose guidelines the project was taken. I extend special thanks to Dr. Asha pachpande (Director of IBMR), MrRakesh Bhati (Course Coordinator) and all MMM faculty members for their kind support during the tenure of my project. I am particularly grateful to Mrs. Nidhi Raj Gupta (Project Guide) for providing guidance at every point of time. Her suggestions were helpful at every aspect. Last but not he least I extend sincere thanks to all those who have helps me directly or indirectly in this project.

EXECUTIVE SUMMARY
This study is conducted as a part of Master in Marketing Management, offered by the University of Pune (2010-12).Within these two months of my project period I went to many retail shops in Pune to gather information from retailers. It is a matter of pride in having training at Parag Milk Foods Pvt. Ltd (Pune Liquid Milk Divison). The project entitled A STUDY ON THE EFFECTS OF BRAND CHARACTERISTICS ON RETAILERS was a very challenging and learning experience for me in doing the project in a company like Gowardhan. Objective: This project was done by me at GOWARDHAN was with a broad objective. To study the effects of brand characteristics, awareness of retailers, loyalty exhibited by retailers are the primary objectives of the study. Research Methodology: The various means and methods have been deployed for effective collection of the desired data as mentioned below. The following marketing search tools were made use of 1. Interview method. 2. Questionnaire( direct, structured) method. 3. Observation method. Both primary and secondary data were used as per the requirements of the project. Sample Frame: The entire list, which contains the sample units, is known as sample frame. In this case my sample frame was a segment in Pune. Sample Size: The sample size is of 200 retailers.

Findings:

The Brand Characteristics has a great effect on retailers recommendation . . Gowardhan has advantages like quality, taste and brand name because of this many retailers recommend it. But At Gowardhan there are problems regarding its distribution system in terms of availability and delivery of products at right time with other problems like replacement and profit margin Limitations: During the project some retailers didnt tell exact information due to various reasons and some used to manipulate the facts and figures while being interviewed. The Time Constraint was a major limitation to the study. According to the sample size, the findings might only be suggestive and not conclusive.

Suggestions: One of most important suggestion is to improve retailers satisfaction by better service and support so that the retailers can pass this satisfaction on the consumers. Improve delivery schedule to provide products on time to retailer. Some retailers complained about poor service from Gowardhan.

Conclusion:

Retailers stressed more upon company service as a prime factor for satisfaction with the brand and consumer stressed on better quality and price as prime satisfaction with the brand of their choice. Milk product brands mostly stocked by the retailers depended upon customer buying preference and incentives provided by the company to promote their products. However from the survey it was found that retailers selling preference of milk product brands was largely due to the varied degree of perception about the brand among them.

CHAPTER-1

INTRODUCTION

INTRODUCTION
This project was being done in Parag milk foods pvt. Ltd. on To Study The Effects Of Brand Characteristics On Brand Recommendation By Retailers. During this summer project, i got an opportunity to apply my marketing skills and theoretical knowledge that i had learnt in marketing management with the information and suggestion provided by the company guidance, which was a great learning experience for me . In todays competitive market every organization has to take initiative to keep its product demand in market and also to update its product according to customer demand. For the fulfillment of customers demand, retailer plays a major role. The research work is on effects of brand characteristics on retailers. The objective was to study brand characteristics, awareness level of Retailers, availability of Gowardhan products in retail outlets and Retailers problems in regards to Gowardhan. Indian FMCG is one of the most emerging markets in the global scenario because India has second largest population of the world and their food pattern increasing day by day. Parag Milk Foods Pvt. Ltd. is well known fast moving consumer goods company in India. It operates through a nationwide network of distributor and retailer outlets. Reasons for selecting the topic To gain practical knowledge along with marketing theory. To understand the challenges of the organization. To get the market information. To become aware of our strengths and weakness as required for potential manager. To understand market situation.

INTRODUCTION:
Gowardhan founded by parag milk foods Pvt. Ltd. in 1992, is one of India's largest private dairies,with an output capacity of 1,000,00 liters per day.It is located in a lush green village called Manchar in Maharashtra (60 km from Pune), it owns the largest cow farm in India as well as Asia's largest cheese plant. It is an ISO 9000 and AGMARK certified company, committed to international standards of product quality. Its product portfolio includes Skim Milk Powder, Whole Milk Powder, Ghee, Processed Cheese, Butter,Dahi, proprietary foods like Dairy Whitener and Gulab Jamun Mix powder under the brand names of "Gowardhan" and 'Go' ,all made from 100% fresh cow milk. There are three production centers named Dairy plant, Bhagyalaxmi dairy farm and Cheese plant, but it is planning to add two more production centres: one in Palamaner, on the outskirts of Bangalore and another in Srirampur, Ahmednagar each with a milk processing capacity of 500,000 liters a day. The organization is also registered with US FDA and this is the only brand in India to have obtained the ISO 15161 certification from New Zealand. Owing to the quality of its products, these are demanded in areas such as North Africa, South/West Africa, Middle East and South East Asia. The list of its r clients includes some of the renowned names such as BEL, Morocco and Baskin Robins. Year of Establishment Nature of Business

1992 Manufacturer Exporter Wholesaler Retailer North Africa South/West Africa Middle East South East Asia

Major Markets

Quality Assurance:

The Company lay a lot of emphasis on the quality of products it offers to its clients.This has been possible with the help of its quality control program. Owing to the quality of products, it has been accredited by government agencies worldwide and it is also awarded with an ISO 9000 and AGMARK certified company and also US FDA registered. It is the only brand in India to have obtained the ISO 15161 certification from New Zealand.

Professionals Team:
Its diligent team is responsible for the optimum quality products it offer to clients. The team is manned by professionals who are chosen on the basis of their skills, qualifications and experience they possess. It also make sure that the professionals are aware of the latest developments in the world and keep themselves updated with the new technologies. Some of the professionals in the team are as follows:

Raw material procuring agents Sales and marketing executive Cold storage professionals Packing experts Preparation experts

Infrastructure:
Its infrastructure sprawls across a vast area and is equipped with all the latest technology and facilities. We own an integrated dairy and a cow farm at Manchar. We are planning to enlarge our base, and thus two more production centres are being added, one in Palamner, on the outskirts of Bangalore and another in Srirampur, Ahmednagar. Both have the processing capacity of 500,000 liters a day. The infrastructure has three plants namely: Dairy Plant The Company has a dairy plant, which is fully automated and matches the international standards. It is equipped with the best European technologies. No-human-contact is maintained right from reception of milk to the finished product. the plant churns out 1,000,000 liters of milk every day,

has a production capacity of up to 10 MT of butter, 25 MT of ghee and 10 MT of curd and 65 MT of milk powder. Bhagyalaxmi Dairy Farm It is spread over an area of 35 acres and boasts of being India's largest cow farm, housing up to 2500 cows and is also facilitated with one of India's first Rotary Parlors that has mechanized the whole milking process, and thus increases the quality and hygiene of products range. This world class facility stringently follows specialized farming, nurturing, breeding and a milking program, which makes sure that the milk obtained is wholesome and of the purest quality. Cheese Plant The cheese plant has the production capacity of 40 MT and is one of the only two facilities in Asia with UHT technology. The company is offers UHT treated, good quality cheese under the brand name Go.

STORAGE AND PACKAGING:

The company has developed a huge cold storage that is segregated into various compartments and shelves. This helps in storing the products in an organized manner. It is made sure that the temperature is constantly maintained in the area, so that the products retain their taste and quality for a longer period of time. In addition to this it also offers excellent packaging facility. All the products are packed in optimum quality packing material, so that the food items are safe from any contamination.

PRODUCT PROFILE:
Gowardhan manufactures dairy products that are not just 100% natural, but also lighter and rich in calcium. That's because the milk, procured from its own cow farm - the largest in Asia - is 100% natural cow's milk. What's more, the use of latest European technology in manufacturing units ensures superior quality and freshness of products, giving them the unique Gowardhan taste and flavor. The different products of Gowardhan are as follows:-

Gowardhan Fresh

Made from 100% pure cow's milk, Gowardhan Fresh is a good source of protein and calcium. It is pasteurized toned milk that your whole family will want to drink! Fresh milk is available in 500 ml and 1 litre packets. Gowardhan Gold Pasteurized and homogenised from 100% pure cow's milk, Gowardhan Gold packs a major nutritional punch for megaactive people! Its rich calcium content promises stronger bones. It has a rich creamy taste and texture that both children and adults will love. Gold milk is available in 500 ml and 1 litre packets.

Gowardhan Butter Pasteurized unsalted table butter made from clean and wholesome cream derived from 100% pure cows milk. It is light on taste, soft and easy to spread and contains no preservatives or added flavors. Available in 500 gm and 100 gm packs.

Gowardhan Premium Ghee Gowardhan ghee, untouched by hand in the manufacturing process, is great on taste and made from 100% pure cow's milk. Available in 100ml, 200ml, 500ml, 1litre, 5 litre & 15 litre.

Some Other Products : Gowardhan Mozzarella Cheese. Gowardhan Milko. Gowardhan Dairy Whitener. Gowardhan Gulab Jamun Mix. Gowardhan Fresh n Thick Dahi. Gowardhan Trim Dahi: 98% fat free. Gowardhan Chass.

INDUSTRIAL PROFILE:
INTRODUCTION: INDIAN DAIRY INDUSTRY Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. In developed dairying countries such as the U.S.A., the year 1850 is seen as the dividing line between farm and factory-scale production. Various factors contributed to this change in these countries, viz. concentration of population in cities where jobs were plentiful, rapid industrialization, improvement of transportation facilities, development of machines, etc. whereas the rural areas were identified for milk production, the urban centres were selected for the location of milk processing plants and product manufacturing factories. These plants and factories were rapidly expanded and modernized with improved machinery and equipment to secure the various advantages of large-scale production. Nearly all the milk in the U.S.A. before 1900 was delivered as raw (natural) milk. Once pasteurization was introduced, it developed rapidly. Mechanical refrigeration helped in the rapid development of the factory system of market milk distribution. In India, dairying has been practised as a rural cottage industry since the remote past. Semicommercial dairying started with the establishment of military dairy farms and co-operative milk unions throughout the country towards the end of the nineteenth century. The Indian Dairy Industry has made rapid progress since Independence. A large number of modern milk plants and product factories have since been established. These organized dairies have been successfully engaged in the routine commercial production of pasteurized bottled milk and various Western and Indian dairy products. With modern knowledge of the protection of milk during transportation, it became possible to locate dairies where land was less expensive and crops could be grown more economically. In India, the market milk technology may be considered to have commenced in 1950, with the functioning of the Central Dairy of Aarey Milk Colony, and milk product technology in 1956 with

the establishment of AMUL Dairy, Anand. The industry is still in its infancy and barely 10% of our total milk production under goes organized handling. History Of Indian Market Milk Industry Beginning in organized milk handling was made in India with the establishment of Military Dairy Farms.

Handling of milk in Co-operative Milk Unions 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), Calcutta (Haringhata, 1959), Delhi (1959), Worli (1961), Madras (1963) etc.

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 ensuing better returns to the primary milk producer. Their main aim was to produce more, better and cheaper milk. Indian Dairy Industry Scenario 13% of the total production of the milk is contributed by India. The large vegetarian sector of the India feed upon the dairy products of India. India houses the largest livestock in the world. 50% percent of the buffalo and 20 % the cattle are present in India in respect to world. Moreover the milk and the milk products of India are highly acclaimed in different parts of the world. It ranks first in producing dairy products in India. Some of the past reports of the past year found that when the production of milk was 72 million then the demand reached 80million. So the country under the regulatory bodies have gone far to increase the production of milk and other milk products to higher extent. The preset production of milk as marked in the year 2009- 2010 is 112mt which follows a growth rate of 4%. But the recent research confirmed that by 2012-21 the growth rate must increase to 5.5% where the quantity produces should be 180mt. this is only due to higher the consumption rate.

More over the country is stressing on the milk product industries to increase there production rate, all the public and the private sector s of milk production are taken into grant. The per capita availability of milk is 253grams/day. The government is trying hard to increase these rates too.

Milk Production in India

YEAR Production(Million Tonnes) Per Capita Availability)

1991-92 55.7 178 1992-93 58 182 1993-94 60.6 187 1994-95 63.8 194 1995-96 66.2 197 1996-97 69.1 202 1997-98 72.1 207 1998-99 75.4 213 1999-2000 78.3 217 2000-01 80.6 220 2001-02 84.4 225 2002-03 86.2 230 2003-04 88.1 231 2004-05 92.5 233 2005-06 97.1 241 2006-07 100.9 246 2007-08 104.8 252 2008-09 108.5 258 Source:Department of Animal Husbandry,Dairying&Fisheries,Ministry Of Agriculture,GOI.

Industry Segments

Cheese is growing at 15% per annum Ice-creams are growing at 15 % per annum Chocolates this mark as the 4% of the total sweet confectionary consumed by the people Biscuits- this cover a wide range of production and contribute a huge in the industry Bread and bakery products share a 37% and a 75% of the industries share. Fluid milk- the annual growth rate from 2010-2013 is 6.8 % Some of the other dairy products are like curd, ghee, khoa, powdered milk and soon that

is much in demand in India and is widely consumed.

Dairy CO operatives in India

Dairy Cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations The Dairy Board's programmes and activities seek to strengthen the functioning of Dairy Cooperatives, as producer-owned and controlled organisations. NDDB supports the development of dairy cooperatives by providing them financial assistance and technical expertise, ensuring a better future for India's farmers. Over the years, brands created by cooperatives have become synonymous with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence. Some of the major Dairy Cooperative Federations include: Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF) Bihar State Cooperative Milk Producers' Federation Ltd (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. (HDDCF) Himachal Pradesh State Cooperative Milk Producers' Federation Ltd (HPSCMPF) Karnataka Cooperative Milk Producers' Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh) Orissa State Cooperative Milk Producers' Federation Ltd (OMFED) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

Punjab State Cooperative Milk Producers' Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers' Federation Ltd (TCMPF) West Bengal Cooperative Milk Producers' Federation Ltd. (WBCMPF)

CHAPTER-4

SCOPE OF WORK

SCOPE:The scope of the study is restricted to market research as well as distribution efficiency to analyze brand characteristics & its effects on retailers recommendation for GOWARDHAN milk. This project is helpful for the company in following aspects:Competitor analysis By the market research company can know about the major competitors for their product also there position in the market. Recognising brand characteristics Company can know the brand characteristics of its product by this research. Retailers opinion towards company By this research company can know retailers attitude towards its product. Promotion By this research company can know where is the need of promotion so that it can increase its sale in that area. Market scenario Company can know consumption & sale of milk in that area.

CHAPTER-5

OBJECTIVE OF PROJECT

OBJECTIVES OF PROJECT

Primary objectives:

To find out Brand characteristics & its effect on retailers. To measure the brand awareness among retailers of GOWARDHAN pouch milk in the area of Pune. To study the loyalty exhibited by the retailers towards the brand.

Secondary objectives: To find out the problems faced by retailers and suggestions to overcome it. To study margin structure of different players (competitors). To know retailers opinion about the product. To analyze competitors product characteristics

CHAPTER-6

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
What is Research? Research in common parlance refers to a search for knowledge. Research can also be defined as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. Some people consider research as a movement, a movement from the known to the unknown. It is actually a voyage of discovery. Research is an academic activity and as such the term should be used in a technical sense. Definition of Research: 1. According to Prof. P.V.Young A methods of studies, analyzing and kinds of conceptualizing, socializing .Social life in order to extent modify correct or verify knowledge whether that knowledge aids is construction of theory or in practice of an art. 2. According to Prof. Ker linger Research is a systematic, controlled, commercial and proposition about presumed relation among natural phenomenon. 3. According to Prof. Bogardus Social research is the investigation of the under lying process operative in the lives of person who are in association. What is Research Methodology?
Research methods or techniques refer to the methods the researchers use in performing research operations. In other words, all those methods, which are used by the researcher during the course of studying his research problem, are termed as research methods. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps generally adopted by a researcher in studying his research problem also with the logic behind them. It is important for the researcher to know not only the research methods/techniques but also the methodology. The scope of the research methodology is wider than that of the research methods.

Research Process:

Research process consists of series of actions or steps necessary to effectively carry out research and the desired sequencing of steps. The research process consists of a number of closely related activities. One should remember that the various steps involved in a research process are not mutually exclusive; nor are they separate and distinct. The following chart concerning various steps provides a useful procedural guideline regarding the research process. Research Process in Flow Chart: Figure-3. Research Process Define Research Problem

Review Concepts and theories

Define Research Problem

Formulate Hypothesis

Design Research and sample design

Collect Data

Analysis of Data

Interpretation of Data and Reporting

 Hypotheses :

Hypotheses are usually considered as the principle instrument in the research. Its main function is to suggest new experiment and observations. In fact, many experiments are carried out with the deliberate objective of testing hypotheses. The hypotheses testing enable us to make probability statement about population parameters. The hypotheses may not be proved absolutely, but in practice it is accepted if it has withstood a critical testing. Types of research: (i) Descriptive vs. Analytical: - Descriptive research includes surveys and fact-finding enquiries of different kind. The major purpose of the descriptive research is description of the state of affairs as it exists at present. In Analytical research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material. (ii) Applied vs. Fundamental: - Applied research aims at finding a solution for an immediate problem facing a society or an industrial / business organization. Fundamental research mainly concerned with generalization and with the formulation of a theory. Gathering knowledge for knowledges sake is termed pure or basic research. (iii) Quantitative vs. Qualitative: - Quantitative research is based on the measurement of quantity or amount. Qualitative research is concerned with qualitative phenomenon, i.e. phenomena relating to or involving quality or kind. (iv) Conceptual vs. Empirical: - Conceptual research is that related to some abstract idea or theory. Empirical Research relies on experience or observation alone, often without due regard for system and theory. (v) Some Other Type of Research: - Longitude Research. Diagnostic Research. Exploratory Research. Historical Research. Conclusion-Oriented research. Operations research.

RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research designs are of following types DESCRIPTIVE ANALYTICAL EXPERIMENTAL CAUSAL EXPLORATORY In this project, EXPLORATORY TYPE of research design has been used.

Exploratory Research: This method has been undertaken when researcher is interested in knowledge about characteristics of certain group. As in this particular case researcher wants information regarding a particular group i.e. retailer. Hence researcher selected exploratory research as the type of research. In exploratory research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

DATA COLLECTION For the attendance management system, Data collection is needed for the following courses of action. 1. While investigating the need of attendance management system. 2. While carrying out the project.

3. After implementing the project in order to get users feedback.

TYPES OF DATA COLLECTION: There are two major types of data collection: 1. 2. Secondary data. The researcher has gone about the research by engaging in primary and secondary ventures. THE PRIMARY DATA INVOLVES: a. Interviewing the retailers. b. Observation at retail counters. Interview was done on the basis of questionnaire for retailers; observation method was followed for distributors. Lots of care was taken at the time of preparing questionnaire so that it gives a better response and authentic result. Primary data.

THE SECONDARY DATA INVOLVES

a. Organization journals and booklets. b. Retailers price list.

COVERAGE
The study was conducted in the following area of Pune. AKURDI NIGDI PIMPRI CHINCHWAD KASARWADI AUNDH

The categories of respondents who formed part of the study were:

 Retailers Sweet home shops Canteen owners of large organizations.

Population It includes the Gowardhan pouch milk retailer, their competitor and local pouch milk selling outlets and new counters which are not selling any brand of pouch milk but wanted to sell in .

Sample SizeThe sample is the representative unit of population the researcher has taken 200 samples for this research, since in this study the researcher has collected the sample according to his own convenience, so the sample is as of convenient sample.

Sources of Data
The data of this study are primary data. For the primary data different brand of pouch milk retailer & also non retailer of pouch milk have been approached.

Sample method
Researcher collected the data from his own convenience, so researcher used the convenient sampling method for collecting data.

Research Instrument
For the purpose of research the researcher has used the particular research instrument Questionnaire. In Questionnaire questions related to the topic of project are asked.

Data Collection -

The data has been collected with the help of the questionnaire, while visiting the respective respondents.

Statistical Technique The researcher has used mostly percentage method in all analysis.

CHAPTER-7

DATA ANALYSIS AND INTERPRETATION

1.Consumption of Milk in The Area :

Milk consumption Good Average Negligible

Respondent 120 40 40

Interpretation:60% of the retailers on the routes covered agreed to have a good sale of packaged milk in their respective areas. 20% claimed to have an average sale of milk and 20% stated to have bad sale of milk citing competition from local milkman providing fresh milk directly at the door step at competitive prices as compared to packaged mil

2. Do you know about Gowardhan milk:

Retailers perception No. of respondents Yes 200 No 0

Interpretation: The above graph shows the awareness of Gowardhan milk in case of retailers, as the graph shows

3. Your willingness to sell Gowardhan milk :

The retailer approach towards sale of Gowardhan milk was classified into positive, neutral and negative based on observation and interviews . Retailers perception No. of respondents Neutral 88 Positive 70 Negative 42

Interpretation: It is apparent from the above figure that 44% of Retailers are neutral to sell Gowardhan milk. Those are such type of Retailers who are regular and big customers of Gowardhan product. Whereas 21% of Retailers having a negative attitude. The reason behind such negative attitude is that they do comparison between Gowardhan milk and other local players with respect to profit margin. Above all 35% Retailer have a positive attitude; the reason behind such positive attitude is due to brand name of the Gowardhan.

4 .Milk brands kept by the retailers in their shop. Sr. No.

1. 2. 3. 4. 5. 6. 7.

Brand Name
Amul Chitale Gokul Gowardhan Katraj Rajhans Others

No. of Respondents
24 40 22 14 36 30 34

Percentage
12 20 11 7 18 15 17

Interpretation:
From above figure it is clear that 20% retailers kept Chitale while 18% of retailers kept Katraj. Only 7% of retailers interviewed kept Gowardhan.

5.Reasons for milk brands sold most by retailers in their respective areas.

Reasons Consumer Demand Company Service Incentives Margin Other

Respondents 69 29 25 19 08

Interpretation:
The above graph shows the reason for the brand purchase habbits of customer as stated by retailers. Consumer demand 46% Incentives 19% Company service 17% Margin 13%

Other 17%

6. Which pouch size of milk is more in demand: In order to find out retailers perception on demand of pouch milk depending on size are be classified as 200ml, 500ml, 1000ml, All. Retailers perception No. respondents . of

200ml 42

500ml 136

1000ml 12

All 10

Interpretation: It is clearly visible from the graph that 500 ml pouch is more in demand as compare to the 200 ml pouch. There may be several reasons behind it.

7.Rating of brand characteristics for Gowardhan milk

No. Of Respondents Characteristics Quality & Taste Brand proposition Nutrient level Company support & Service Packaging Excellent Good 20 70 50 10 80 90 72 36 Percentage Of Respondent Average Poor 48 20 29 27 02 00 04 30 Very Poor 00 00 06 20

Average Poor Very Excellent Good Poor 96 40 58 54 04 00 08 60 00 00 12 40 10 35 25 05 40 45 36 18

22

98

78

02

00

11

49

39

01

00

fig no.-

Interpretation:
The figure interpretes that Quality,Taste & Brand proposition of Gowardhan milk is good but the retailers are not satisfied with the Companys support & service.

8. What are your views regarding its price:

The Retailers, who are extremely close to market, has the following view of the prices of the Gowardhan milk with respect to competitor & loose milk which are high, low, and appropriate. Retailers perception No. of respondents High 68 Low 8 Appropriate 124

Interpretation:

The above figure is self-explanatory of the fact that the price standard is at the satisfactory level for the middle class and lower class families. The price of Gowardhan pouch milk is very reasonable.

9. Are you satisfied with profit margin:

Retailers perception No. of respondents

Less satisfied 120

Neutral 48

Satisfied 32

Interpretation: The interaction with the Retailers lead researcher to the fact that about 60% of Retailers are not satisfied with profit margin which they are getting on Gowardhan milk. According to them it is only good upto when they would get some schemes.

10. What is the key factor for the sale of Gowardhan milk:

According to the retailer the important determinant, due to which consumer preferred it, are Price, brand, taste and availability and quality.

Retailers perception No. respondents of

Price 10

Availability 40

Taste 50

Brand Quality 100

and

Interpretation: The survey revealed that a big chunk 50% selling of APM are due to its Quality and brand name whereas price covered 5% of selling, Taste hold 25% of selling and availability got 20% credit for selling

11. Do you want to continue the business with Gowardhan:

The retailers perception about whether to continue business with Amul is shown below: Retailers Definitely Probably 75 Not sure 29 Probably not 22 Definitely not 8

perception No. of 66 respondents

Interpretation: Perception of retailers regarding continuing business with Gowardhan are as follows; Majority of retailers i.e, 37% of them says they will probably continue business with Gowardhan, 33% of retailers definitely want to continue business with Gowardhan, 15% retailers are not sure and 11% retailers probably not want to continue and the remaining 4% of them definitely not want to do business with Gowardhan.

12. What factors motivate you to continue business with Gowardhan:

Factors which motivate retailers to continue with Gowardhan are categorized as: Brand proposition, profit margin, Availability of products and company Service & Support. Retailers perception No. Brand proposition of 67 Profit margin 20 Availability of products 31 Company Service& Support 22 60 All the above

respondents

CHAPTER-8

FINDINGS

OBSERVATIONS AND FINDINGS

1. Some retailers in the area covered stated to have a good sale of milk in their area, while a considerable percentage of retailers claimed to have a bad sale citing competition from local milkman and sweet home. 2. Most stocked Brands by retailers in the areas covered were dominated by Chitale and Katraj. 3. Retailers stated that maximum amount of milk products are purchased in their area because consumer prefers to buy products based on their price rather quality due to price sensitive nature of the population. 4. The brands sold most by retailers varied based on the retailers satisfaction with the company and consumer demand. 5. Retailers attributed most of the product sale to consumer demand followed by company service and incentives offered by the company. 6. Avery high percentage of retailers state that non availability of Gowardhan milk is the prime reason for non stocking of Gowardhan milk. 7. One important suggestion from retailer most visited was to increase margin as better margin acts as an incentive for retailers to promote the brands. 8. Retailers are willing to keep Gowardhan milk in their stock if made available to them.They also seek good company support and improved service.

CHAPTER-9

LIMITATIONS

LIMITATIONS

1. 2. 3. 4.

The Time Constraint was a major limitation to the study. The information collected solely depends upon the respondents answers and accuracy of information could vary. Also some Retailers manipulated the facts and figures while being interviewed. According to the sample size, the findings might only be suggestive and not conclusive..

RECOMMENDATIONS:
Improve delivery schedule to provide products on time to retailer. Some retailers complained about poor service from Gowardhan. Improve product coverage by exploring newly developed area in PCMC. Establish distribution channel in the area which is uncovered. Give incentives to retailers like schemes on selling more than normal quantity during off season and non festive seasons, this will space out the orders and stabilize the production. Improve retailers satisfaction by better service and support so that the retailers can pass this satisfaction on the consumers. Increase retailers margin as better margin acts as an incentive for retailers to promote the brand.

CONCLUSION
1. Retailers stressed more upon company service as a prime factor for satisfaction with the brand and consumer stressed on better quality and price as prime satisfaction with the brand of their choice. 2. Milk product brands mostly stocked by the retailers depended upon customer buying preference and incentives provided by the company to promote their products. 3. However from the survey it was found that retailers selling preference of milk product brands was largely due to the varied degree of perception about the brand among them. 4. Most sold brands by retailers in the area under the survey varied areawise and depended upon consumer demand and the retailers satisfaction with the company and its service. 5. Large no. Of retailers stated irregular supply as a demotivating factor. 6. Though there is strong competition from other brands of milk such as Chitale, Katraj Rajhans etc., there is huge potential for GOWARDHAN milk in the area due to its brand image.

QUESTIONNAIRE :Name of Outlet__________________________________ Address ________________________________________ Contact No. _____________________________________ 1. How is the consumption of milk in your area? a. Very good d. Poor b. Good c. Average e. Very poor

2. Do you know about GOWARDHAN milk? a. Yes b. No

3. Your willingness to sell Gowardhan milk? a. Positive b. Neutral c. Negative

4. Which brands of milk do you sell? BRAND Gowardhan Amul Chitale Rajhans Gokul Katraj Any other 5. Why the particular product brand has highest sale? a. Consumer Demand c. Company service b. Incentives d. Margin TICK Mark Consumption/Day ( in ltr.)

6. Which pouch size of milk is more in demand?

(a) 250 ml. (c) 1 ltr.

(b) 500 ml. (d) All

7. Kindly rate brand characteristics for Gowardhan milk? Characteristics Quality & Taste Brand proposition Nutrient level Company support & Service Packaging 8. What are your views regarding its price? a. High b. Low c. Appropriate Excellent Good Average Poor Very Poor

9. Are you satisfied with profit margin? a. Less satisfied b. Neutral c. Satisfied

10. What is the key factor for the sale of Gowardhan milk? a. Price d. Demand b. Availability c. Taste e. Brand& Quality

11. Do you want to continue the business with Gowardhan? a. Definitely b. Probably c. Not sure d. Probably not e. Definitely not

12. What factors motivate you to continue business with Gowardhan? a. Brand proposition b. Profit margin d. Consumer demand c. Availability of products e. Any other

13. What factors demotivate you not keeping Gowardhan milk in your store? a.Non availability b. Low margin c. Lack of awareness