A

PROJECT REPORT

ON

“A Study on Retailer Satisfaction level Regarding Dairy Products

At

“Maahi Milk Producer Company Ltd.”

Submitted to

ATMIYA Institute of Technology & Science

IN PARTIAL FULFILLMENT OF REQUIREMENT OF

THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Under

Gujarat Technological University

UNDER THE GUIDANCE OF

Faculty Guide Company Guide

Prof. NishantDhruv. Randeepvala

(Faculty Finance) (Dy. Sales)

Submitted by

HARSHIT D. BHUVA

Enrollment No.: 147030592012

M.B.A. SEMESTER III

ATMIYA Institute of Technology & Science

M.B.A. PROGRAMME

Affiliated to Gujarat Technological University Ahmadabad

July 2015

1

PREFACE

If you care your employees, then

Your employees will care of you.

To be successful, organizations must look intothe needs and wants of their

customers.

In fast moving life and cut-off business competition, it is very difficult to survive

In this market.

In dairy agency business many times company forgot those things which are if

retailers are not satisfied then how we will sell our product in market. So, it

must

to take care of retailers.

There are many disputes are between retailer and company. By collecting,

found some basic requirement of retailers which is basic necessity of any

retailers.

1) I found some communication gap between company and retailers for that

reasons they can’t understand of each other’s requirement.

2) Some other thing is that some services and facilities are rights of retailers

but due to company channel it is not possible to provide them.

From my research work I gathered some information which is very surprising

and unbelievable.

Basically I asked questions about MMPCL services and facilities..

Let’s see what I got and they replied to me. All the data presented in graphical

manner.

2

ACKNOWLEDGEMENT

I would like to thank the management at Maahi Milk Producer Company Ltd. for

giving me the opportunity to do my 45 days Summer Internship Training in their

esteemed organization and also for providing me with valuable advice, data for

project and endless supply of new ideas & support for the Project.

I would like to thank my Industrial Mentor, Mr. Randeep Vala (Dy. Sales) and Mr. Kayum Baloch (Sr. Marketing Executive) for providing practical exposure for

project during training and his valuable guideline during the Training Period.

I offer my sincere gratitude to the Prof. Nishant Dhruv for providing guidance during

the entire span of my study.

Thanking You:

HarshitBhuva

A.I.T.S.-MBA/147030592012/2014-16Rajkot.

3

DECLARATION

I, HARSHIT DILIPBHAI BHUVA, hereby declare that the report for “Summer

Internship Project” entitled “A Study on Retailer Satisfaction level Regarding

Dairy Products at Maahi Milk Producer Company Ltd.” Is a result of my own

work and my indebtedness to other work publications, references, if any,

have been duly acknowledged.

Place: Rajkot

Date: Harshit Dilipbhai Bhuva

4

Executive summery

This Study has been done with an aim of determining the various factors which

would Influence Sale of the Dairy Product of the Maahi Milk Producer Company Ltd.

and also to determine the method or strategy to place the product in the new and

existing market.

This study is fully based on the collection of Primary data through questionnaire

method during the Summer Internship Program which started from 2nd Jun to

16thJuly. There our main objective is to collect the order from the assigned market

area and provide it to the distributer.

Our responsibility was to collect various complains of the retailer & the customer and

make it available before the respected authority i.e. ASM (Area Sales Manager) in

order to resolve the problem.

This also involves processes to collect the data for completion of the project. The

training also includes weekly report submission to the faculty mentor about the

overall development of the work in the past week as well as meeting with the head of

the industry once in a week.

The project was divided into further division in Research mythology:-

I. Research Design

i. Exploratory research

ii. Descriptive research

II. Data Sources

i. Primary Data

ii. Secondary Data

III. Sampling Design

i. Sampling procedure

ii. Sampling size

5

The scope of this project is given below:-

Help in finding out the various factors affecting the sales of the product of

MMPCL.

Help in sorting out the relationship and their level of extent on which they

affect.

To overview the different ways to place the product of Maahi Milk

Producer Company ltd.

To help in finding out the different demographic factors in executing the

product placement and their sales.

ORGANIZATIONS AREA COVERED:-

In order to pursue this project report the following area has been covered:-

Marketing area of Maahi Milk Producer Company ltd.

Different territories where these product has been selling earlier.

New area to be covered during the summer internship program.

6

Table of Content

SR.NO. PARTICULARS PAGE NO.PART – I GENERAL INFORMATION

11.1About the Company 1.2World Market1.3 Indian Market

101213

2 2.1 About major companies/ Assumptions & scope 153 3.1 product Profile 16

PART – II PRIMARY STUDY4 III.1 Introduction of the study

III.2 Objectives of the StudyIII.3 Literature review

262728

5

Research methodology5.1 Research design5.2 Sources of data5.3 Data Collection Instrument5.4 Model specification/Data processing5.6 Sampling Model5.7 Sampling Frame 5.8 Data Collection Method

30303030313131

6 Data Analysis and Interpretation 327 Hypothesis 418 Results and Findings 419 Conclusion 4210 Limitations of the study 4311 Recommendation 4412 Bibliography 4513 Annexure 46

7

INTRODUCTION OF THE COMPANY

Maahi Milk Producer Company Limited was incorporated on June 7, 2012, as a

PRODUCER COMPANY under the provisions of Part-IXA of the Companies Act,

1956, in the State of Gujarat, to undertake the business of pooling, purchasing,

processing of milk and milk products primarily of the Members and also of others,

marketing of the same and to deal in activities that are part of or incidental to any

activity related thereto.

The Company commenced its commercial operations from 18th March 2013 with its

milk procurement operations extending to the then seven districts of Saurashtra and

Kutch region of Gujarat covering 1,912 villages and 2,142 MPPs (Milk Procurement

Points) and with shareholders’ base consisting of 85,194 members, who were milk

producers.

Presently, the Company’s milk procurement operations continue to remain extended

in Saurashtra and Kutch region of Gujarat in eleven districts (i.e., Junagadh, Gir

Somnath, Amreli, Botad, Bhavnagar, Surendranagar, Morbi, Jamnagar, Dev Bhumi

Dwarka, Kutch and Porbandar), and in several cases, reaching to the remotest

villages in these areas, where competitors have not made any breakthrough.

Towards ensuring and maintaining high quality levels in the operations of the

Company, the Company has provided and is continuously providing sound technical

support and trainings to all the concerned with emphasis on hygiene, GMP, SOP

etc., which are directly connected to the quality of milk and milk products. Further,

wherever required, quality improvements in the products are continuously and

promptly done based on the feedback from market and customers.

The milk collection and payment system of the Company is IT enabled right from

Milk Pooling Points thereby ensuring complete accuracy and transparency. Each

member has been allotted sixteen digit unique codes based on the geographical

location of the member (district, taluka, village) for accepting the milk of member. In

respect of milk procured, its quantity and Fat & SNF of milk are also accepted online

thus eliminating human intervention and errors and thereby ensuring reliability of the

system.

8

The Company is constantly thriving to spread out its reach and product portfolio by

adding new products and facility. In this direction, the Company has first time

successfully launched Skimmed Milk Dahi (Lite Dahi) in the market. Few other new

milk products are also proposed to be launched shortly during the current year.

MISSION STATEMENT:

Maahi Milk Producer Company is committed for giving maximum return to

the Members through dairying”

VISION STATEMENT:

With strong commitment to our values, Maahi will be known as one of the

World’s leading companies in the area of milk business”

VALUES:

Quality at each level

Trust

Accountability

Mutual Co-operation

Innovation

Passion

Long term vision

Honesty and Transparency

9

The international dairy scenario

World cow's milk production in 2013 stood at 636 million tonnes.

The USA was the largest cow's milk producer in the world in 2013 accounting

for 14.4% of world production.

The UK was the 10th largest producer of cow's milk in the world in 2013

accounting for 2.2% of world production.

World cow's milk production in 2013 stood at 636 million tonnes, with the top ten

producing countries accounting for 56.1% of production. The USA is the largest

cow's milk producer in the world accounting for 14.4% of world production, producing

91 million tonnes in 2013, an increase of 0.4% when compared to 2012.

India is the second largest cow's milk producer, accounting for 9.5% of world

production and producing nearly 61 million tonnes in 2013. The UK is the 10th

largest producer in the world producing nearly 14 million tonnes in 2013 and

accounting for 2.2% of world cow's milk production.

Of the top ten largest milk producing countries, Turkey and Brazil have shown the

largest percentage growth from 2012 to 2013 at 4.2% and 6.0%, respectively.

Meanwhile, China’s Production has fallen by 5.6% during the same period.

10

World's Top 10 Cow's Milk Producing Countries in 2011-13 (Tonnes)  2011 2012 2013United States of America 89,015,235 90,865,000 91,271,058

India 57,770,000 59,805,250 60,600,000

China 36,928,896 37,784,491 35,670,002

Brazil 32,096,214 32,304,421 34,255,236

Germany 30,323,465 30,506,929 31,122,000

Russian Federation 31,385,732 31,500,978 30,285,969

France 24,361,095 23,998,422 23,714,357

New Zealand 17,339,000 19,129,000 18,883,000

Turkey 13,802,428 15,977,837 16,655,009

United Kingdom 13,849,000 13,843,000 13,941,000

World 616,956,092 630,183,853 635,575,895

The Indian dairy scenario

Although a beginning to organized milk handling was made in India with the

establishment of Military Dairy Farms (oldest; Allahabad, 1889), the salient features

of the market milk industry so far have been detailed below.

Handling of milk in co-operative Milk Unions (oldest : Allahabad, 1913) 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), Worli (1961), Calcutta Haringhata, 1959), Delhi (1959),

Madras (1963), etc.

11

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 ensuring better returns to the primary milk producer, their

main aim was to produce more, better and cheaper milk.

Indian Dairy sector has gained a vital position in Indian economy by providing

secondary source of income for millions of rural families and has assumed a most

important role in providing employment and income generating opportunity.

Per capita availability of milk was 252 grams per day in 2007-08 which increased

from 241grams per day in 2005-06, up from 112 grams per day in 1968-69.

India's 3.8 -4 percent annual growth of milk production between 1997-98 and 2008-

09 surpasses the 1.8 per cent growth in population; the net increase in availability is

around 2 per cent per year.

The credits of Indian Dairying

It ranks first with its 185.2 million cattle & 97.9 million buffaloes accounting for about

51 percent of Asia’s and about 19 per cent of world’s bovine population.

It also ranks first internationally in milk production with a production of 110 million

tonnes in 2009-10. Contributing about 5.4 per cent to India’s agricultural GDP, milk

has become the number one agricultural commodity contributing the highest level.

The unique feature of the system is that about 120 million rural families are engaged

in milk production activities as against big specialized dairy farmers in the west.

Another notable feature of Indian dairying sector is that buffaloes contribute more

than 53 per cent of the country’s total milk production.

Buffaloes are known for their efficiency as converter of coarse feeds into rich milk.

Similarly about 45% of total cow milk produced is contributed by crossbred cows.

12

The lacunae in Indian dairy sector

Despite India’s position as highest producer of milk, productivity per animal is very

poor. It is only about 987 kg/lactation as against world average of 2,038 kg/lactation.

This low productivity is due to the gradual genetic deterioration and general neglect

of animals over the centuries and consequent to the rise in the population of non-

descript cows (80%) and buffaloes (50%). Other factors contributing to low

productivity include continuing draughts in some parts of the country, chronic

shortages of feed & fodder coupled with their poor nutritive value and poor fertility of

dairy animals.

Hence we have to face a twin challenge: increase milk productivity of animals with

the limited resources on one hand and make best use of the available milk by

processing it into hygienic packaged milk and milk products of high quality to give

better returns to the farmer so that the profession sustains.

Major Competitive Brands :

Amul (All India)

Gangotri (Jamnagar&Porbandar)

Kaveri (Jamnagar)

Sorath (Junagadh)

Mamta(Rajkot)

Sheetal (Rajkot, Amreli)

Uttam (Ahmadabad)

Gayatri (Ahmadabad)

Vimal (Ahmadabad, Bhavnagar, Surendranagar & Kutch)

13

14

MAAHI PRODUCTLiquid MilkPoly PouchMilk ProductDahiDahi TM - 200g & 400g pouchDahi TM - 200g & 400gcupDahi Lite - 170g & 450g pouchButtermilk - 200ml & 450ml pouchGheePouch - 500 ml.Cika pack - 500 ml. & 1 ltr.Tin - 500 ml., 1 ltr., 5 ltr., & 15 kg.Skimmed Milk PowderBag - 25 kg.White ButterBox - 20 kg.

15

Toned Milk Taaza – 500 ml

Toned Milk Taaza – 200 ml

Toned Milk Chai Special – 1 ltr

16

Double Toned Milk Fit and Fine – 300 ml Butter Milk -450 ml Butter Milk -200 ml

Toned Dahi

Available pack sizes :-

Poly pouches – 200 & 400 g. &1 kg.

Cup – 200 g. & 400 g.

LiteDahi

Available pack sizes :-

Poly pouches – 170 g and 450 g

MAAHI GHEE

• Available pack sizes:-

• Poly pouches – 500 ml

• Ceka pack - 500ml & 1 litre

• Tin Pack – 500ml, 1 litre & 15kg

• Bucket – 5 litre

Maahi SMP & White Butter

17

Various Product and Price Range:

Sr.No. VARIANT POUCH PER BOX/CRATE

PRICE PER PACK

1 Maahi Ghee 500 ml Poly pouch 20 195

2 Maahi Ghee 500 ml Cika pack 30 197

3 Maahi Ghee 500 ml Tin pack 24 200

4 Maahi Ghee 1 ltr Cika pack 15 390

5 Maahi Ghee 1 ltr Tin pack 2 400

6 Maahi Ghee 5 ltr Tin pack 4 1900

7 Maahi Ghee 15 kg Tin pack 1 6500

8 Super gold 500 ml 24 24

9 Gold 500 ml 24 23

10 Gold 6 ltr 2 276

11 Chai shakti 1 ltr 12 42

12 Taaza 500 ml 24 17.50

13 Taaza 200ml 60 7.00

14 Chai special 1 ltr 12 35.00

15 Chai special 6 ltr 2 210

16 Fit n fine 300 ml 48 10

17 Lite 6 ltr. 2 180

18 Butter milk 450 ml 26 11

19 Masala chhash 200 ml 48 10

20 Light Dahi pouch 170 g 60 9.50

21 Light Dahi pouch 350 g 32 19.50

22 Light Dahi pouch 1 kg 10 40

23 Toned Dahi pouch 200 g 50 15

24 Toned Dahi pouch 400 g 24 25

25 Toned Dahi pouch 1 kg 10 50

26 Toned Dahi cup 200 g 24 20

18

MAAHI DAIRY PLANTS

PROCESSING UNIT/POINT

COLLECTION POINT/UNIT

DISTRIBUTOR DISTRIBUTOR

MAAHI DAIRY PLANTS MAAHI DAIRY PLANTS

Farmers Own Transportation

MAAHI OWNLOGISTICS

DISTRIBUTOR

FARMERSCATEGORY 1

FARMERSCATEGORY 1

RETAILERRETAILER

FARMERSCATEGORY 1

RETAILER

SUPPLY CHAIN MODELS OF MMPCL MILK

19

Department Information

Manufacturing operations Plant:There are 3 outsourced plants –

Junagadh Kutch, Giriraj Milk Products Pvt. Ltd., Lodhika GIDC Metoda,

G-2702. Per day production:

1. Milk – 3,50,000 kg

2. Buttermilk – 75,000 kg

3. Dahi – 2500 kg

4. Ghee – 2000 kg

Average Milk Procurement Per Day = 6 Lakhs Liter Per day Milk Carried From Village MPP >> BMC >>Processing Plant 50 BMCs at 7 Districts and total 101 Nos. BMC (Bulk Milk Coolers) unit

and 5000 ltr. Capacity. There are 3 chilling centers with capacity of 4000 ltr. per day.

50000 KM per day logistics area to procure milk.

Quality Assurance:

Quality Assurance is a systematic process of checking to see whether a product or

service being developed is meeting specified requirements. Quality assurance

activities at Milk chilling centre and bulk milk cooler plant.

Marketing Initiatives:

“The Performance of all business activities involved in the flow of Goods and

services from the producer to the consumer.”

ATL activities:

Maahi Corporate – News Paper Advertisement Ghee News Ad – Gujarati Maahi Outdoor Hoardings

20

BTL activities:Wall paintingVehicle Painting Participate in Consumer fair , Festivals and Retail outlet Point of sale Material Banner, Poster, leaflet, Dealer, Stand Board, Calendar,

T-shirts & Cap.Maahi Parlour

Financial Information:

Mr. Ramachandran Iyer, He is a Chief Financial Officer of

Maahi Milk Producer Company Ltd.Share capital contributed by members are

23, 96, 00,000 rs.

Sales Turnover in FY 2013-14

Product Turnover in lakhs

Poly pouch milk 346.01

Butter Milk 33.63

Curd 2.26

Ghee 22.4

White Butter 96.69

Skim Milk Powder 24.83

loose milk 363.98

Total 889.8

21

Variant wise Milk and Butter milk sales

Sr.No.

Variant Sales Volume in LLPD

1 FCM 37,000

2 STD 29,000

3 TM 2,12,000

4 DTM 14,500

5 LITE 7,800

6 Total Milk 3,00,3007 Buttermilk 51,400

8 Total of Milk & Buttermilk

3,51,700

Where,FCM – Full Cream MilkSTD – Standard MilkTM – Toned MilkDTM – Double Toned MilkLLPD – Lakhs Liter per day

HR Functions:22

Talent acquisition Training & Development Administration Payroll and compensation Performance management system Employee Relations Attendance & Leave management

Leave Policy:

Leave is provided to all the employees in order to ensure a sufficient rest period away from the work place.

An employee who desires to obtain leave of absence

shall apply in writing to the Competent Authority in the

prescribed Leave Application form for the purpose.

Such application of leave in case of earned leave shall

be made at least 7 days before and in all other cases at

least 3 days before the date from which leave is to

commence except in an urgent case or unforeseen

circumstances when it is not possible to do so. If employee has taken sick leave then it is require to

produce duly certified by MBSS or equivalent rank, then

can get Min ½ day and Max 3 Days at time Employees can get other leaves as per company notified

rules of it and if company defines that it valid reason

from employee then leaves will be granted.

INTRODUCTION TO THE TOPIC

23

The Topic Of This Project Is “A Study On Retailers Satisfaction Regarding Dairy Products At Maahi Milk Producer Company Ltd”. The Dairy Industries

Companies Run Mainly On The Factors Such As Availability, Service Frequency,

Affordability, Taste And Marketing. Availability is plays a vital role because

purchasing power is depend upon availability of that product, Incase distributors and

retailers service matter a lot. Retailing includes All the Activity in selling goods or

Service Directly to the Customers or Personal non Business use. A retailer or retail

store is any business Enterprises whose sales volume comes primarily from Retailing.

Retailers are the part of milk marketing channels and perform the work of moving

goods From producer to the customers. It over comes the time, Place and

possession gap that separates Goods and service from those who needs or wants

them. Retailers as member of marketing channel perform a number of key functions.

Some functions (Physical, Title, Promotion) Constitute a forward Flow Of Activity

from The Company To The Customers; Other functions (Ordering And Payment)

Constitute a backward flow from customers to the company. Still others

(Information, Negotiation, Finance and Risk taking) In both directions.

The Project delves in to the workings from the distribution aspect of an FMCG

organization, In detail. Maahi being a FMCG company, Attaches a lot of significance

to the distribution aspect of its business. The distribution channel of Maahi holds a

Lot of potential in affecting the demand or sales of Maahi products through delivery

on Time, Delivery of variety of products, The retailer-Friendliness of the policies

being set by the distributors and equitable distribution of products to all there tail

outlets in a particular region, To name a few.

So, In order to plan retail coverage we map out the positions of Maahi outlets, Maahi

parlors, and competitor’s outlets. This project was carried out in Rajkot city. For

analyzing and presenting information that is tied to geographical location, we

divided the city in different wards. By analyzing geographical representation and

sales data with special distribution Maahi outlets, competitor’s outlets and the

density of others in an area, we identify unexplored area and plan location out let’s

24

to increase its market penetration. Using such research we can ascertain the quality

and depth of retail penetration in specific area.

Objectives :-

1) To study which product of Maahi Dairy has average sale among the

retailers in Rajkot.

2) To study retailer satisfaction with price, packaging, promotional, scheme,

Timely Delivery, Curdling & quality of Maahi dairy product.

3) To study the level of satisfaction of retailer with respect to Replacement

facility.

Scope of project :-

The study carried out in Rajkot city so its scope mainly to Rajkot

It’s give information about the size of Retailers network.

It’s give information about the service given by company and distributors

to their retailers.

It’s give information about competitors’ products.

It will serve consumer in better manner.

It’s providing suggestions to company to improve their products sales and

services.

It’s give information about the promotion activities.

Literature Review:

25

Filho and Volery (2005) have used NIR to quantify total solid contents of fresh

cheeses which present low, medium and high solid contents. The plot of solid

contents determined by the NIR allowed a good discrimination of cheeses

according to their solid contents. In fact, all samples found in the top cluster along

the regression line belong to those which had the highest solid con- tents, while

those in the bottom cluster contain cheeses which exhibited the lowest solid

contents.

Blaquez, Downey, O’Donnell, O’Callaghan, and Howard (2004) have used NIR

reflectance spectroscopy to predict moisture, fat and inorganic salts in processed

cheeses. The above mentioned authors claimed that the results obtained are

sufficiently accurate to recommend this technique for off-line quality assessment

of processed cheese.

Blaquez et al. (2006) have used NIR reflectance spectroscopy in the range of

750– 2498 nm to record spectra on cheeses which were stored for 2 and 4 weeks

at 4 C. Nine sensory properties, five instrumental parameters and cheese melt

ability were determined on cheese samples. The authors reported that sensory

attributes and instrumental texture measurements were predicted with sufficient

accuracy. The authors recommended the use of NIR reflectance spectroscopy for

routine quality assessment of processed cheese.

Miquel Becker, Christensen, Frederiksen, and Haugaard (2003) have monitored

the effect of both packaging (polylactate and polystyrene) and light on the

oxidation of yogurt during storage (0, 7, 14, 21, 28 and 35 days) using FFFS.

Regarding yogurt samples stored during 35 days at light, tryptophan seems to be

present, while the riboflavin signal seems considerably decreased. The authors

observed a degradation of riboflavin when the samples were exposed to the light.

This degradation was found to be higher in yogurt samples packaged in

polystyrene than those pack- aged in polylactate.

Wold, Jørgen- sen, and Lundby (2002) have demonstrated the potential of FFFS

to assess the oxidation of different dairy products such as Swiss cheese, cream

cheese and sour cream. To detect changes in fluorescence spectra, all products

were stored under different conditions at 4 C: light with expo- sure to air, light

with no exposure to air, dark with expo- sure to air and dark without exposure to

26

air. The obtained results showed a significant decrease in the fluorescence

intensity at approximately 525 nm and a corresponding increase in the 415–490

nm spectral region. Variation in two smaller peaks located around 520 and 630

nm was related to the interaction effect between expo- sure to light and air.

Ruchi Malik(2012) found that though there are multitudinous opportunities that

are untapped by the retailers, they can be successful by paying more

attentiontowards their customer needs and desires.

During research work found that there are communication gap between retailer

and MMPCL’s channel and it is found that Maahi product is taaza product and

buttermilk product are more preferable by customer.

From retailer gathered data customers do not like maahi product because of they

can’t use unused milk to making cheese and yogurt, for this reason they don’t like

maahi product.

RESEARCH METHODOLOGY:-

27

Research methodology is way to systematically solve the research problem.

Research, in common terms refers to a search for knowledge. Research

methodology consists of different steps that are generally adopted by a researcher

to study the research problem along with the logic behind them.

RESEARCH DESIGN:-

Research design is the plan, structure and strategy of investigation conceived

so as to obtain answers to research question.

There are two types of research design. One is exploratory research and

other is descriptive research.

Exploratory research:- We studied the company report, talked to the retailer and employee of the

company. We

Identified that, retailer are not satisfy of Maahi Dairy Products.

Descriptive research:- Survey method was adopted for this research.

DATA SOURCES:-

The study is mainly based on the data collection from primary as well as

secondary sources.

Primary data : Data collected for specific purposes in the form of questionnaire.

Secondary data : Data existing in the form of Books, Internet Catalogues etc.

SAMPLING DESIGN:-

Definition of population : All the MMPCL Retailers in Rajkot.

28

Sampling procedure : Anon-probability sampling technique i.e. convenient

sampling procedure was adopted.

Sampling size :20 retailers were selected from target population for the study.

Data Collection – flow chart

Data Analysis

29

From each one randomly selected the data

Data was collected through structure questionnaire

First allocate the area as per company norms.

Personally visited & filled by asking them questions.

Then total covered as Rajkot: -To filled 1

questionnairenormally I had interact more than 3 respondents.

I chose for filled data in a 5 locations. And collect data near about 12% in each

Finally 20 primary data was collected. After interacting more than 30 respondents.

The data analysis has done in Rajkot. It gives idea about the competitors of Maahi dairy milk. It gives information regarding their market and Retailers interest in sale of Maahi Dairy Products, it’s also provides information of satisfaction level of Retailers regarding the Maahi Dairy products.

Types of Shop classification:-

Nature No. of the shop Percentage

Grocery 7 35%

Dairy 10 50%

General 3 15%

Interpretation:-

Above graph shows, only 15% of general retailers sale the Maahi Milk, 50% of dairy Retailers sale the Maahi Milk Products And 35% of grocery Retailers sale the Maahi Milk Producer Company Products in Rajkot.

Most Preferred of milk Variety:-

Variety of milk Quantity Percentage

FCM 277 31%

TM 631 69%

30

Interpretation:-

Above graph shows that 31% FCM milk, 69% TM milk daily sale in Rajkot.

Which MMPCL Product is more sold and how many packs?

Rank Dairy Product Packs

1 Milk 908

2 Butter Milk 117

31

*YDT Average up to Jan. 14

3 curd 57

Milk

Butter Milk

Curd

Sales

Interpretation:-

Above graph shows that Milk is more sold item than buttermilk and curd of MMPCL in Rajkot.

Are you Satisfied with timely delivery of MMPCL?

Particulars No. of Retailer Respondents

Strongly Dissatisfied 4

32

Dissatisfied 7

Neutral 8

Satisfied 1

Strongly Satisfied 0

Strongly Dissat -isfied

Dissatisfied Neutral Satisfied Strongly Satisfied0%

5%

10%

15%

20%

25%

30%

35%

40%

Timely Delivery

% O

f Res

pond

ents

Interpretation:-

Above graph shows that only 5% retailers are satisfied, 40% retailers are neutral for delivery of product, 20% strongly dissatisfied and 35% dissatisfied with time delivery of MMPCL product in Rajkot.

Are you satisfied with replacement facility of MMPCL?

Particulars No. of Respondents

33

Strongly Dissatisfied 9

Dissatisfied 6

Neutral 5

Satisfied 0

Strongly Satisfied 0

Strongly Dissatisfied Dissatisfied Neutral Satisfied Strongly Satisfied0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Replacement service

% O

f Res

pond

ents

Interpretation:-

Above graph shows that 45% retailers are strongly dissatisfied with replacement service and 30% retailers are dissatisfied and 25% retailers are neutral with replacement service of MMPCL product in Rajkot.

Are you satisfied with margin?

Particulars No. of Respondents

34

Strongly Dissatisfied 1

Dissatisfied 8

Neutral 11

Satisfied 0

Strongly Satisfied 0

Strongly Dissat -isfied

Dissatisfied Neutral Satisfied Strongly Satisfied0%

10%

20%

30%

40%

50%

60%

Margin

% O

f Res

pond

ents

Interpretation:-

Above graph shows that 55% retailers are neutral about margin,40 % retailers are dissatisfied with margin and 5% are strongly dissatisfied with margin of MMPCL product in Rajkot.

Has any complain received from customer of MMPCL product?

35

Particulars No. of Respondents

Yes 17

No 3

85%

15%

Complain

YesNo

Interpretation:-

Above graph shows that 85% retailers have received complain from customer and only 15 % retailers have not received complain of MMPCL product in Rajkot.

If Yes, Which types of complain received from customer of MMPCL

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product?

Particulars No. Of Respondents

Quality 11

Price 3

Quality And Price 6

55%

15%

30%

Complain

Quality price Quality & Price

Interpretation:-

Above graph shows that 55% quality related complaining to retailers and 30% complain related to quality and price and 15% complaining to retailers about price of MMPCL product in Rajkot.

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Has company provide to you any other benefits?

Particulars No. of respondents

Yes 0

No 20

Yes No

Benefits

% o

f res

pond

ents

Interpretation:

Above graph Shows that company doesn’t provide any other benefits to retailer of MMPCL.

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The Findings are:-

Maahi dairy products are mostly sold by the GROCERY SHOPS&DAIRY SHOP. Only few numbers of GENERAL retailers are

sold it.

Retailers have perceived that customers prefer FULL CREAM MILK&TONED MILK respectively in Rajkot.

BUTTER MILK & CURDS selling of Maahi Milk Producer Company

products ltd are less as compare to competitor.

Mostly retailers are dissatisfied with PRICE, MARGIN &REPLACEMENT FACILITY of Maahi Milk in Rajkot.

Mostly retailers are dissatisfied withQUALITY (smell & thickness)&

TIMELY DELIVERY of Maahi dairy milk in Rajkot.

Mostly retailers are neither satisfied nor dissatisfied with CURDLING of

Maahi dairy milk in Rajkot.

Mostly retailers aren’t happy to stock of Maahi.

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Conclusion:-

After doing the project now conclusion is as we know Maahi is a New company in

market and providing more products to the customers, Maahi Milk Producer

Company ltd provides the dairy products in some cities, and somewhere is more

awareness and somewhere is low but during the my summer internship in the Rajkot

the mostly Retailers are dissatisfied with Maahi Milk Producer Company ltd. So for

this situation company have to improve the Quality, delivery systems, price,

replacement facility and promotions.

Finally we conclude on basis of objective led down the project one as follows.

After this study, found that BUTTER MILK& CURDS selling of Maahi

Milk Producer Company products ltd are less as compare to competitor in Rajkot.

Mostly retailers are dissatisfied with MILKQUALITY (curdling, smell &

thickness) & TIMELY DELIVERY of Maahi dairy milk in Rajkot.

Mostly retailers are dissatisfied with PRICE, REPLACEMENT FACILITY,&

SCHEME of Maahi dairy product.

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Limitations of the study:-

Since the study was done in only one region of Rajkot. The results cannot be

generalized on all Rajkot bases. Shopkeepers also tend to hide some facts and

figures due to some reasons which can hinder the results we get from this

survey. Still a lot can be done to make the whole system efficient.

This research has a number of limitations that must be acknowledged:-

First, the study was carried out from the allocated sample used for this study

consisted mostly rural area of Rajkot city only therefore, the results may not be

applicable to the wider population in general,

Secondly, the results of this study are limited because only 20 samples size has

been collected for the study from the allocated Rajkot city.

Thirdly, only method of questionnaire has been used for reform the sentence

collecting primary data apart from focus group and other methods for the study,

Lastly, it must be acknowledged that there may be numerous other variables that

contribute to the development of retailer satisfaction, and word of mouth

communication which are briefly touched upon.

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RECOMMENDATION

As we know the total sales are depending on Retailers so:-

Less awareness about Maahi dairy products among consumer.

Company has to improve their Milk smell, curdling problem, milk thickness.

Company should give the best margin to the Distributors.

To increase the sales, company should give incentives and compensation to

the sales team.

Company should cover the more area and more Retailers in Rajkot region.

Company should provide backed training & facilities for new channel

members.

To train to Dealer for how to communicate with retailers.

Too short out retailer’s complain as soon as possible.

To provide holiday package if retailer fulfill target which company has

decided.

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BIBLIOGRAPHY:

Filho, P. A. D. A., &Volery, P. (2005). Broad-based versus specific NIRS

calibration: determination of total solids in fresh cheeses. Analytica

ChimicaActa, 544, 82–88.

Wold, J. P., Jørgensen, K., &Lundby, F. (2002). Nondestructive measurement

of light-induced oxidation in dairy products by fluorescence spectroscopy and

imaging. Journal of Dairy Science, 85, 1693–1704.

Miquel Becker, E., Christensen, J., Frederiksen, C. S., &Haugaard, V. K.

(2003). Front-face fluorescence spectroscopy and chemo metrics in analysis

of yogurt: rapid analysis of riboflavin. Journal of Dairy Science, 86, 2508–

2515.

Blaquez, C., Downey, G., O’Callaghan, D., Howard, V., Delahunty, C.,

Sheehan, E., et al. (2006). Modeling of sensory and instrumental texture

parameters in processed cheese by near infrared reflectance spectroscopy.

Journal of Dairy Research, 73, 58–69

Ruchi Malik, To Build A Model For The Determination Of Factors That Result

In The Success Of The Organized Retail Sector In IndiaAnd Analyzing Its

Relative Importance (With Reference To Fast Food Chains And Grocery And

Vegetable Outlets), Indian Journal of Marketing Volume 42 • Number 2 •

February 2012

http://dairy.ahdb.org.uk/market-information/supply-production/milk-

production/world-milk-production/#.VaeJJ9KUciE

http://www.maahimilk.com/About-Us/Company-Profile

http://www.maahimilk.com/About-Us/Values-Mission-Vision

http://www.maahimilk.com/Products

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Annexure:

Maahi milk producer company ltd.

Questionnaire of retailer satisfaction level regarding dairy products

Name:……………………………………………………………………………………………………………………………………………………....

Address:…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Contact No.:

Do you sell Maahi product?

Yes No

IF YES

1. Which product is more sold? Milk Butter milk Curd

2. Are you satisfied with timely delivery of maahi product? Strongly disagree Disagree Neutral Agree Strongly agree

3. Are you satisfied with replacement services? Strongly disagree Disagree Neutral Agree Strongly agree

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4. Are you satisfied with margin? Strongly disagree Disagree Neutral Agree Strongly agree

5. Has any complain received from customer? Yes No

6. If yes, which type of complains have received from customer? Quality Packaging Price Advertising

7. Has company provide to you any other benefits? Yes, what No

IF NO:

Why? : …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Suggestion : …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

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