Deepak L. Kolte (Chetana’s 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 non-

probability 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 AMUL’S 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 No. of Responded % of RespondedYes 83 52No 16 10

Other Brand 60 38

Yes52%

No10%

Other brand38%

Sales

The total numbers of retailers in Dombivali are 100, out of which 52% of retailers store Amul Ice cream & 10% of retailers don’t store Amul Ice cream & 38% prefer other brands.

2) If yes what verities of ice do you prefer to store?

Varieties No. of Responded % of RespondedSticks 1 1Cones 5 5Cups 7 7

Couple Packs 5 5Family Packs 7 7

All of the above 76 75

Sticks Cones Cups Couple packs Family packs All of the above

0

10

20

30

40

50

60

70

80

Varieties

Varieties

Resp

onde

d

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 No. of Responded % of RespondedAbsence of packaging

date1 5

Low margin 0 0No Replacement 13 65Low Distribution 6 30

Absence of packaging date

Low margin No replacement Low distribution

Reason 1 0 13 6

1

3

5

7

9

11

13

Reason

Resp

onde

d

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 No. of Responded % of RespondedAmul 84 48

Vadilal 32 18Kwality Wall 37 21Mother dairy 12 7

Havmor 11 6

48%

18%

21%

7%

6%

SalesAmul Vadilal Kwality walls Mother dairy Havmor

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 No. of Responded % of RespondedSuggest another Brand 55 52

Send him/her to next store 50 48

Suggest another brand

Send him to next store

47

48

49

50

51

52

53

54

55

suggestion

No.

of r

espo

ses

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 No. of Responded % of RespondedAvailability 67 67

Margin 29 29Consumer Preference 4 4

Availability Margin Consumer prefernce

0

10

20

30

40

50

60

70

Most Important

Important

Average

Most ImportantImportantAverage

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 No. of Responded % of RespondedTaste 0 0

Range of Variance 0 0Pricing 0 0

Packaging 14 12Lack of Availability 47 40

Timely Delivery 57 48

Taste Range of vari-ance

Pricing Packaging Lack of avilabil-ity

Timely delivery

Factors 0 0 0 14 47 57

5

15

25

35

45

55

Factors

No.

of r

espo

ses

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 salesmen’s visit?

Salesmen’s Visits No. of Responded % of RespondedOnce a Week 10 10Twice a Week 83 86

Once a Fortnight 3 3Once a Month 1 1

Once a week Twice a week Once a fortnight Once a month0

10

20

30

40

50

60

70

80

90Salesmen's visit

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 No. of Responded % of RespondedBillboards 25 25Television Ads 39 39Newspaper/magazine Ads

15 15

Flyers 12 12Radio 2 2Through the other Amul product

7 7

25%

39%

15%

12%2% 7%

% of Responded

BillboardsTelevision AdsNewspaper/Magzine AdsFlyersRadioThrough other Amul Products

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 No. of Responded % of RespondedYes 89 89No 11 11

Yes89%

No11%

No of Responses

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 No. of Responded % of RespondedLive Music 2 2Jukebox 33 33Television 48 48Others 17 17

Live music Jukebox TV Others0

5

10

15

20

25

30

35

40

45

50

No. of Responded

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 Amul’s 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.