5.

1 RESEARCH METHODOLOGY:

The research was conducted from 8th June, to 8th July, 2009. The
research include meetings with the retailers, consumers and dealers. It included
preparation of the questionnaire to be answered by above people for knowing the
competitive position of Amul in the milk market. The views of the above parties
were recorded in the research as per the questionnaire set by us.

5.1.1 Research Approach:

The objective was to know the competitive position of Amul in the milk
market thus in order to successfully conduct the research the unbiased opinion of
the above parties was desirable. Thus we conducted the research as the
representative of Amul company and sometimes the representatives of the other
company like Chitale or Katraj in order to have an unbiased opinion of the
concerned persons and it worked to achieve our goal.

5.1.2 Research Instrument:

The research instrument was the structured questionnaire formulated for
the respondents. The questionnaire was different for the retailers and dealers
and for the consumers there was a different set of questionnaire. There were
also the area maps.

5.1.3 Types of Question:

The second important aspect in the designing a question is to decide
which types of question are to be used. Question can be classified in various
ways.

Questionnaire contains following type information-

1. Open-ended question
2. Dichotomous question
3. Multiple-choice Question
 Both the questionnaire consists of all three types of question. Mostly all
questions are multiple type questions. Dichotomous question are few in number.
There is only one open ended type question.

5.1.4 Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I arrange
question in sequence as personal information, awareness data, usage data, and finally
related to reason and satisfaction.

5.1.5 Sampling Plan:

Sample Size:
The sample size was as follows

SR. NO. RESPONDENT TOTAL NUMBER

1 . Retailers 169
2. Distributors 1

Sampling Technique:
A stratified sampling technique was used. A different Stratum for different
type of respondent within every stratum the respondents was selected as per
convenience basis.

5.1.6 Method of Survey:

Personal Interview:
 It is direct form of investigation, involving face-to-face communication with
free feedback information. It offers a sense of participation. It is more flexible
form of data collection. Use of unstructured, open-end questions is possible.
Rate of refusal is low. Depth interview is possible. Complex questions can be
asked. The interview can have questions to secure more information.
Observation approach can be combined to verify age, income, status, standard
information. Visual aids in the form of catalogues samples etc. can be used to get
views, opinions, and attitudes of responder.

5.2.1 Product for Which Survey Was Conducted:-

Composition:

Variety Fat (%) SNF (%)*

Amul Gold (Whole Milk) 6 6 9
9
Amul Taaza (Toned milk) 3 8.5
AMUL SLIM TRIM

*Every 100 parts of SNF (Solids Not Fat) contains 56 parts of carbohydrates, 34
parts of protein and 9 parts of minerals.
Special Features:
Amul Milk is the most hygienic liquid milk available in the market. It is
pasteurized in state of the-art processing plants and pouch-packed to make it
conveniently available to consumers.

Product Specification:
Amul milk meets the PFA standards for the respective type of mil

Pricing of the Milk

Pricing of the Milk (per liter)

Price to Price to Retailer MRP
distributor
Amul Gold
Amul Taaza
Amul slim-trim

5.3.1 Area of Operation:

The areas of operation were the research was done are as follows:
• Ayodhya nagar

How the survey conducted

• To approach the outlets with the following requirements in mind.

At Approach:
• What type of shop it is? (hotels, bakery, restaurant, general stores, retail
shop)
• Does it stock Amul products?
• What other brands available in the shop
Secondary Level:
• Whether it sells milk ?
• If yes, whether it sells Amul milk ?
• Whether the company provides any promotional support?

Territory Level:
• Does he sell local milk or not?
• Which is the most selling milk in the market?
• Who supplies milk to your shop?
• Does the delivery of milk is on time?
• What is the mode of payment credit or cash?

Others:
• Types of schemes given to him.
• What are the uses of milk?

Addendum:
• Outlets may include institutions, general stores, mithai shops, super
market, canteens, juice bars, ice-cream corners etc.
• These sectors were chosen because the company believed that these
segments could be the best potential buyers for this product.