Deepak L. Kolte (Chetanas Institute of management & Research) Hari P.

Dhuri (Raheja Business School)

TITLE OF THE STUDY

Analytical study of Survey for AMUL ice-cream questionnaires for Retailers

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 random sampling, which is a nonprobability Sampling method. The random factors were the availability and approachability of the respondents.

Sample size
Retailers: 100

Sample techniques
There are total 100 retailers Shops and these Shops are allotted to 02 trainees by purposive sampling method, in Dombivali East & West.

OBJECTIVE OF THE RESEARCH

To find out that which Brand of Ice-cream are being sold most (Amul, Vadilal, Kwality walls, Mother dairy etc...) and to know the satisfaction level of Retailer toward our product & distribution channel

PROBLEM STATEMENT
There has been a drop in the percentage sale of AMUL Ice-cream because of lack of proper distribution channel and misconduct of distributor with retailers

SCOPE OF THE STUDY

The scope of the study is for improving AMULS market share in Ice-cream product and binding customers loyalty by providing best quality to the customer as well as retailers and also providing best distribution channel as well as possible.

SOURCES OF DATA
Primary data The following are the method of collecting primary data: Collection directly by personal investigation Collection indirectly by oral investigation Collection by questionnaires and schedules Here in this project all data was collected for the first time by the application of questionnaires method of collecting primary data for Amul products and for retailers. We had given the area of Dombivali

Questionnaire for Retailers

1) Do you store Amul ice cream?

Response Yes No Other Brand

No. of Responded 83 16 60

% of Responded 52 10 38

Sales

Other brand 38%

Yes 52%

No 10%

The total numbers of retailers in Dombivali are 100, out of which 52% of retailers store Amul Ice cream & 10% of retailers dont store Amul Ice cream & 38% prefer other brands.

2) If yes what verities of ice do you prefer to store? Varieties Sticks Cones Cups Couple Packs Family Packs All of the above No. of Responded 1 5 7 5 7 76 % of Responded 1 5 7 5 7 75

Varieties
80 70 60 Responded 50 40 30 20 10 0 Sticks Cones Cups Couple packs Family packs Varieties All of the above

1% of retailers prefer storing sticks, 5% of retailers prefer storing cones, 7% of retailers prefer storing cups, 5% of retailers prefer storing couple packs, 7% of retailers prefer storing family packs & rest 75% of retailers prefer storing all the available products of Amul.

3) If no Why?

Reason Absence of packaging date Low margin No Replacement Low Distribution

No. of Responded 1 0 13 6

% of Responded 5 0 65 30

Reason
14 12 10 Responded 8 6 4 2 0 Reason

Absence of packaging date 1

Low margin 0

No replacement 13

Low distribution 6

20% of retailers (20) do not store Amul ice cream & they prefer to store Kwality Walls, Vadilal, Havmor & Mother Dairy.5% of retailers do not store Amul ice cream because of absence of packaging date, 65% do not store Amul ice cream because they do not get replacement for the damaged products & 30% of retailers do not store Amul ice cream because of low distribution, lack of availability of new products & no timely delivery.

4) Which is the most preferable brand of ice cream?

Brands Amul Vadilal Kwality Wall Mother dairy Havmor

No. of Responded 84 32 37 12 11

% of Responded 48 18 21 7 6

Sales
Amul Vadilal Kwality walls Mother dairy Havmor

6% 7%

21%

48%

18%

Of total 100 retailers 48% of retailers prefer storing Amul ice cream,18% of retailers prefer storing Vadilal ice cream,21% of retailers prefer storing Kwality Walls,7% of retailers prefer storing Mother dairy ice cream & 6% of retailers prefer storing Havmor ice cream.

6) If you do not have particular brand available then what do you tell to your consumer? Response Suggest another Brand Send him/her to next store No. of Responded 55 50 % of Responded 52 48

55 54 53

No. of resposes

52 51 50 49 48 47 Suggest another brand Send him to next store suggestion

52% of retailers suggest another brand to consumer if particular brand is not available because they store multiple brands & 48% of retailers send the consumer to next store as they only keep single brand.

7) Which of the following do you consider while selecting a brand of Ice cream to sell in your store? Factors Availability Margin Consumer Preference No. of Responded 67 29 4 % of Responded 67 29 4

70

60

50 Most Important 40 Important Average 30

20 Average 10 Important Most Important Availability Margin Consumer prefernce

67% of retailers give importance to the availability of the product while selecting a particular brand, 29% of retailers give importance to margin of profit while selecting a particular brand & 4% of retailers give importance to consumer preference while selecting particular brand.

8) What according to you are the factors that are hindering the increase in sales of Amul ice cream? Factors Taste Range of Variance Pricing Packaging Lack of Availability Timely Delivery No. of Responded 0 0 0 14 47 57 % of Responded 0 0 0 12 40 48

Factors
60

50

40 No. of resposes

30

20

10

0 Factors

Taste 0

Range of variance 0

Pricing 0

Packaging 14

Lack of avilability 47

Timely delivery 57

12% of retailers think inappropriate packaging of Amul ice cream is hindering sales of Amul ice cream whereas 40% of retailers think lack of availability of Amul ice cream is hindering the sales of Amul ice cream & 48% of retailers think that timely delivery is affecting the sales of Amul ice cream.

9) How frequently do the salesmens visit? Salesmens Visits Once a Week Twice a Week Once a Fortnight Once a Month No. of Responded 10 83 3 1 % of Responded 10 86 3 1

Salesmen's visit
90 80 70 60 50 40 30 20 10 0 Once a week Twice a week Once a fortnight Once a month Salesmen's visit

10% of retailers responded that salesmen visit once a week,86% of retailers responded that salesmen visits twice a week,3% of retailers responded that salesmen visit once in a fortnight & 1% of retailers responded that salesmen visit once a month.

10) What method of advertising do you think would be the most effective for Amul Products? Modes of Advertising Billboards Television Ads Newspaper/magazine Ads Flyers Radio Through the other Amul product No. of Responded 25 39 15 12 2 7 % of Responded 25 39 15 12 2 7

% of Responded
2% 7% 12% 25% Billboards 15% Television Ads Newspaper/Magzine Ads Flyers 39% Radio

Through other Amul Prod

Out of 100 respondents 25 responded as Billboards is best way of advertising, 39 others responded as TV the best mode of Advertising, 15 others responded Newspaper/magazine as the way for advertising remaining 12, 2 and 7 responded with flyers, radio & through other amul products as the most appropriate mode of advertising

11) To promote new products & to make Amul parlor make more happening would you like any kind of entertainment? If yes answer the following question, if no please skip to question 12 Response Yes No No. of Responded 89 11 % of Responded 89 11

No of Responses
No 11%

Yes 89%

89% responded that entertainment should be at parlors & malls to make the place more happening, & rest 11% replied other way

12) What sort of entertainment would you like to have? * Kind of Entertainment Live Music Jukebox Television Others No. of Responded 2 33 48 17 % of Responded 2 33 48 17

No. of Responded
50 45 40 35 30 25 20 15 10 5 0 Live music Jukebox TV Others No. of Responded

Out of 100 people 2, 33, 48, 17 responded that live music, jukebox, TV, others should be provided respectively.

Findings & Recommendations

1. Some retailer of Amul are shifting towards those brand which provide freezer on security basis like cream bell, mother dairy, kwality walls. 2. Every company stretching their muscles to sustain in the market by providing various schemes to the retailer like providing freezer at a security of nominal amount of 5000 only and giving the maintenance free for the period of 5 years. 3. Buying behavior of the retailer is depending upon the price which they paying for installing the deep freezer. 4. The growth opportunity of Amul ice cream is very good but it have to very careful by their competitors who are constantly applying various strategies to sustain in the market betting its opponent. 5. The strength of Amul ice cream is that its quality, good taste, its reasonable price, size of the ice cream is also very good.

Problem statement of Retailers

1. Are you satisfied with the Quality of products you are selling currently? 2. Are you satisfied with the Quality of service provided by Company / Distributor? 3. What are the schemes / promotion support provided by the Company? 4. Are you satisfied with the way these products are delivered to you? 5. Any suggestions for improvements in Amul products?

These are the question which denotes the Amuls whole and sole picture about its product and its quality as well as services provided by Amul and its distributors. 1) Here for the question no 1, according to my findings in Dombivali area there are 100% of retailers are fully satisfied with the quality of products. 2)Here for the question no 2 , there are 52% retailers who are satisfied with the quality services provided by the distributors but there are 48% of the retailers who are not satisfied with the services provided by the distributors The remaining 48% retailers were facing problems are as follows: Delay in delivery of product customer are demanding Amul product but there are no distributor provided to some shop, so they have to sale other brand. Sometimes distributor delivers product when exp date comes to close. Replacement is not done if product rotten.

3) Here for the question no.3 62% of the retailers are not provided any Banners, Sticker, Fliers &Price catalog. 4)Here for this question no 4, according to my findings in Dombivali area there are 52% retailers who are satisfied with the way the product are being delivered by distributors but there are 48% retailers who are not satisfied with the way the product are delivered to them. The remaining 48% retailers facing the problems as follows: There are no distributors allotted to the retailers in some areas. Ice-cream delivery is not done in time and not done in enough quantity. No replacement for damaged products & for the products whose dates are expired. Lack of availability of new products despite the consumer demand. 5) There are many suggestion given by retailers are as follows. Quality of Amul is very good. Increase number of distributors for catering good service. Provide ice-cream delivery in time and in enough quantity Provide replacement if product is rotten before expired date. e) Increase some margin in profit as compared to other brands because consumers are very brand loyal. f) Amul should some schemes as other companies are providing.