Executive Summary

The research was conducted to find out consumers preferences & perception towards paneer, usage pattern of paneer and to know the satisfaction level of retailers with the product and services given by the company to increase the sales & market share. Firstly we did a pilot study wherein we took short interviews from some retailers and consumers. After completion of the pilot study we prepared two questionnaire one for retailers and the other for consumers. We have used consumers questionnaire for restaurants, caterers and flight kitchens. ample composition for the research was!" #etailers $onsumers #estaurant $aterers Flight %itchen

We have conducted survey in three different areas of &umbai outh &umbai Western &umbai $entral &umbai 'ata collection through!" Primary Data!" The respondents were personally interviewed with the help of a structured questionnaire. Secondary Data!" o www.amul.coop

After the completion of data collection, the data was edited, coded and tabulated in ()cel heets. Then the data was analy*ed using different statistical tools + , -. Finally, we submitted a report on our findings, analysis and suggestions for improvement.

Table of Contents
Contents Page No.

.. $ompany /verview.00000000000000000000012 3. ,rocess of &arketing #esearch0000000000000000..4 5. W/T Analysis00000000000000..................................6 7. #etailer Analysis0000000000000000000000...2 4. $onsumer Analysis000000000000000000000.53 8. #estaurant Analysis00000000000000000000042 6. $aterer Analysis0000000000000000000000..87 2. Flight kitchen Analysis0000000000000000000089 9. Findings00000000000000000000000000.64 .1. $ompetitive Analysis0000000000000000000066 ... Areas to :e ,enetrated000000000000000000069 .3. ;ypothesis000000000000000000000000.21 .5. #ecommendations00000000000000000000...13 .7. Anne)ure0.0000000000000 0000000000..15 .4. :ibliography000000000000000000000......0.19

Company Overview u!arat Co"operative #il$ #ar$eting %ederation

We are pleased to introduce our organi*ation <u=arat $o"operative &ilk &arketing Federation >td +<$&&F- as ?ndia@s largest food products marketing organi*ation 3

with annual sales turnover of #s.322. crores+A B 841 million-. We manufacture and market a wide range of dairy products in ?ndia and abroad under the brand names of Amul and agar. <$&&F has .9 affiliated dairy plants with a total milk handling capacity of 8.6 million litres per day. The total milk drying capacity is 4.1 &T per day. <$&&F is also the largest e)porter of dairy products from ?ndia. We manufacture and market a wide range of dairy products in ?ndia and abroad under the brand names of Amul and agar. The product categories are ?nfant &ilk Food, kimmed &ilk ,owder, Full $ream &ilk ,owder, 'airy Whitener, Table :utter, $heddar $heese, &o**arella $heese, (mmental $heese, $heese preads, <ouda cheese, <hee, weetened $ondensed &ilk, $hocolates, &alted &ilk Food, :lended :readspreads, Fresh milk, A;T +>ong life- &ilk, ?ce"ream and ethnic ?ndian sweets. (ach of our products is a market leader in ?ndia. <$&&F is the largest e)porter of dairy products from ?ndia. We e)port our products in consumer packs and bulk to A A, ingapore, AA(, Australia, :ahrain, Catar, /man, %uwait, :angladesh, &adagascar, Demen, ri >anka etc. /n a regular basis. We have won 9 awards consecutively from A,('A, <ovt of ?ndia.

&mul' T(e origin

The mighty <anges at it@s origin is but a tiny stream in the <angotri ranges of the ;imalayas. imilar is the story of Amul which inspired @/peration Flood@ and heralded the @White #evolution@ in ?ndia. ?t began with two village cooperatives and 341 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as <anga"ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. $reating a pattern of liberation and self"reliance for every farmer to follow.

T(e start of a revolution

The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. /ver four decades ago, the life of a farmer in %aira 'istrict was very much like that of his counterpart anywhere else in ?ndia. ;is income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. /ften, they had to sell cream and ghee at throwaway prices. ?n this situation, the one who gained was the private trader. <radually, the reali*ation dawned on the farmers that the e)ploitation by the trader could be checked only if marketed their milk themselves. ?n order to do that they needed to form some sort of an organi*ation. This reali*ation is what led to the establishment of the %aira 'istrict $ooperative &ilk ,roducers@ Anion >imited +popularly known as Amul- which was formally registered on 'ecember .7, .978.

The %aira Anion began pasteuri*ing milk for the :ombay &ilk cheme in Eune .972. An assured market proved a great incentive to the milk producers of the district. :y the end of .972, more than 711 farmers =oined in more village societies, and the quantity of milk handled by one Anion increased from341 to 4,111 liters a day.

Obstacles' Springboards for success.

(ach failure, each obstacle, each stumbling block can be turned into a success story. ?n the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. &ilk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. ?nstead of being bogged down by their fate they were used as stepping stones for e)pansion. :ackward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.

#il$ by products' &n excuse to expand.

The response to these provided stimulus for further growth. For e)ample, as the movement spread in the district, it was found that the :ombay &ilk cheme could not absorb the e)tra milk collected by the %aira Anion in winter, when the production on an average was 3.4 times more than in summer. Thus, even by .945, the farmer"members had no assured market for the e)tra milk produced in winter. They were again forced to sell a large surplus at low rates to the middlemen. The remedy was to set up a plant to process milk into products like butter and milk powder. A #s 4 million plant to manufacture milk powder and butter was completed in .944. ?n .942, the factory was e)panded to manufacture sweetened condensed milk. Two years later, a new wing was added for the manufacture of 3411 tons of roller"dried baby food and 811 tons of cheese per year, the former based on a formula developed with the assistance of $entral Food Technological #esearch ?nstitute +$FT#?-, &ysore. ?t was the first time anywhere in the world that cheese or baby food was made from buffalo milk on a large, commercial scale. Another milestone was the completion of a pro=ect to manufacture balanced cattle feed. The plant was donated by /FFA& under the Freedom From ;unger $ampaign of the FA/. To meet the requirement of milk powder for the 'efense, the %aira Anion was asked by the <overnment of ?ndia in .985 to setup additional milk drying capacity. A new dairy capable of producing 71 tons of milk powder and 31 tons of butter a day was speedily completed. ?t was declared open in .984. The &ogar $omple) where high protein weaning food, chocolate and malted food are being made was another initiative by Amul to ensure that while it fulfilled the social responsibility to meet the demand for liquid milk, its members were not deprived of the benefits to be had from the sale of high value"added products

Cattle' %rom stumbling bloc$s to building bloc$s.

Traditionally dairying was a subsidairy occupation of the farmers of %aira. ;owever, the contribution to the farmer@s income was not as prominent as his attachment to dairying as a tradition handed down from one generation to the ne)t. The milk yield 5

from animals, which were maintained mainly on the by products of the farm, was decidedly low. That together with the lack of facilities to market even the little produced rendered the scientific practice of animal husbandry irrational as well as unaffordable. The return on the investment as well as the prospects of being able to market the product looked very bleak. ?t was a vicious cycle reinforced by generations of beliefs. The %aira Anion broke the cycle by not only taking upon themselves the responsibility of collecting the marketable surplus of milk but also provided the members with every provision needed to enhance production. Thus the %aira Anion has full"fledged machinery geared to provide animal health care and breeding facilities. As early as late fifties, the Anion started making high quality buffalo semen. Through village society workers artificial insemination service was made available to the rural animal population. The Anion started its mobile veterinary services to render animal health care at the farmers@ doorstep. ,robably for the first time in the country, veterinary first aid services, by trained personnel, were made available in the villages.The Anion@s .8 mobile veterinary dispensaries are manned by fully qualified staff. All the villages are visited bi"monthly, on a predetermined day, to provide animal health care. A 37"hour (mergency ervice is also available at a fee +#s. 54 for members and #s. .11 for non"members-. All the mobile veterinary vans are equipped with #adio Telephones. The Anion runs a semen production center where it maintains high pedigreed urti buffalo bulls, ;olstein Friesian bulls, Eersey bulls and 41 per cent crossbred bulls. The semen obtained from these bulls is used for artificial breeding of buffaloes and cows belonging to the farmer members of the district. The artificial insemination service has become very popular because it regulates the frequency of calving in cows and buffaloes thus reducing their dry period. Got only that, a balanced feed concentrate is manufactured in the Anion@s $attle Feed ,lant and sold to the members through the societies at cost price. ?mpressive though its growth, the unique feature of the Amul sagas did not lie in the e)tensive use of modern technology, nor the range of its products, not even the rapid inroads it made into the market for dairy products. The essence of the Amul story lies in the breakthrough it achieved in moderni*ing the subsistence economy of a sector by organi*ing the rural producers in the areas. The %aira e)periment! A new beginning in more ways than one. A system which involves participation of people on such a large magnitude does not confine itself to an isolated sector. The ripples of its turbulence affect other areas of the society as well. The cooperatives in the villages of %aira are contributing to various desirable social changes such as! The yearly elections of the management committee and its chairman, by the members, are making the participants aware of their rights and educating them about the democratic process. ,erpetuating the voluntary mi) of the various ethnic and social groups twice" a"day for common causes and mutual betterment has resulted in eroding many social inequilibria. The rich and the poor, the elite and the ordinary come together to cooperate for a common cause. >ive e)posure to various modern technologies and their application in day"to" day life has not only made them aware of these developments but also made it easier for them to adopt these very processes for their own betterment. /ne might wonder whether the farmer who knows almost everything about

impregnating a cow or buffalo, is also equally aware of the process in the humans and works towards planning it. &ore than 911 village cooperatives have created =obs for nearly 4111 people in their own villages "" without disturbing the socio"agro"system "" and thereby the e)odus from the rural areas has been arrested to a great e)tent. The income from milk has contributed to their household economy. :esides, women, who are the ma=or participants, now have a say in the home economy. ?ndependent studies by various individuals and institutions have shown that as high as 72 per cent of the income of the rural household in %aira 'istrict is being derived from dairying. ince dairying is a subsidairy occupation for the ma=ority of the rural population, this income is helping these people not only to liberate themselves from the stronghold of poverty but also to elevate their social status.

&embers! Go. of ,roducer &embers! Go. of Hillage ocieties! Total &ilk handling capacity! &ilk collection +Total " 3118"16-!

.5 district cooperative producers@ Anion 3.8 million .3,693 .1..8 million litres per day 3.52 billion litres

milk

&ilk collection +'aily Average 8.4 million litres 3118"16-! &ilk 'rying $apacity! $attlefeed $apacity! 497 &ts. per day manufacturing 3871 &ts per day

)ist of Products #ar$eted'

:readspreads!

Amul :utter Amul >ite >ow Fat :readspread

Amul $ooking :utter

$heese #ange!

Amul ,asteuri*ed ,rocessed $heddar $heese Amul ,rocessed $heese pread Amul ,i**a +&o*arella- $heese Amul hredded ,i**a $heese Amul (mmental $heese Amul <ouda $heese Amul &alai ,aneer +cottage cheeseAtterly 'elicious ,i**a

&ithaee #ange +(thnic sweets-!

Amul hrikhand +&ango, affron, Almond ,istachio, $ardamomAmul Amrakhand Amul &ithaee <ulab=amuns Amul &ithaee <ulab=amun &i) Amul &ithaee %ulfi &i) Avsar >adoos

A;T &ilk #ange!

Amul hakti 5I fat &ilk Amul Taa*a ..4I fat &ilk Amul <old 7.4I fat &ilk Amul >ite lim"n"Trim &ilk 1I fat milk Amul hakti Toned &ilk Amul Fresh $ream Amul nowcap ofty &i)

,ure <hee!

Amul ,ure <hee agar ,ure <hee Amul $ow <hee

?nfant &ilk #ange!

Amul ?nfant &ilk Formula . +1"8 monthsAmul ?nfant &ilk Formula 3 + 8 months above8

Amulspray ?nfant &ilk Food

&ilk ,owders!

Amul Full $ream &ilk ,owder Amulya 'airy Whitener agar kimmed &ilk ,owder agar Tea and $offee Whitener

weetened $ondensed &ilk!

Amul &ithaimate weetened $ondensed &ilk

Fresh &ilk!

Amul Taa*a Toned &ilk 5I fat Amul <old Full $ream &ilk 8I fat Amul hakti tandardised &ilk 7.4I fat Amul lim & Trim 'ouble Toned &ilk ..4I fat Amul aathi kimmed &ilk 1I fat Amul $ow &ilk

$urd ,roducts!

Dogi weetened Flavoured 'ahi +'essertAmul &asti 'ahi +fresh curdAmul >assee

Amul ?cecreams!

#oyal Treat #ange +:utterscotch, #a=bhog, &alai %ulfiGut"o"&ania #ange +%a=u 'raksh, %esar ,ista #oyale, Fruit :onan*a, #oasted AlmondGature@s Treat +Alphanso &ango, Fresh >itchi, hahi An=ir, Fresh trawberry, :lack $urrant, antra &antra, Fresh ,ineappleundae #ange +&ango, :lack $urrant, undae &agic, 'ouble undaeAssorted Treat +$hocobar, 'ollies, Frostik, ?ce $andies, Tricone, $hococrunch, &egabite, $assattaAtterly 'elicious +Hanila, trawberry, $hocolate, $hocochips, $ake &agic-

$hocolate & $onfectionery!

Amul &ilk $hocolate Amul Fruit & Gut $hocolate

:rown :everage!

Gutramul &alted &ilk Food

&ilk 'rink! 9

Amul %ool Flavoured &ilk +&ango, $hocolate Amul %ool $afe

trawberry,

affron, $ardamom, #ose,

;ealth :everage!

Amul hakti White &ilk Food

*Process of #ar$eting +esearc(

,- Need of +esearc(' To increase the sale & market share of Amul &alai ,aneer.

.- +esearc( Ob!ectives' To know consumersJ preferences & perception towards paneer To determine the consumption pattern of paneer To determine the demand, supply & performance of the product To analyse retailersJ product & service satisfaction

/- #et(odology Exploratory +esearc('

The research work was ()ploratory in nature and was meant to provide the basic information required by research ob=ectives. A preliminary study and findings can be further consolidated after detailed conclusion study has been carried out. The ma=or methods employed in research are urvey and /bservations. We have done pilot study to get the basic information about the product. This information help us to prepare the questionnaire. 0- Sampling Tec(ni1ue Sample Composition imple random sampling imple random sampling imple random sampling imple random sampling Eudgment sampling

#etailers ;ouseholds #estaurants $aterers Flight %itchens &rea of researc(

10

<eographical #egion Areas

outhern &umbai $ T" ion K $hurchgate" &ahim

Western &umbai :andra"'ahisar

$entral &umbai ion"&ulund

Sample Si2e Composition #etailers ;ousehold #estaurant $aterers Flight %itchen 766 856 62 .4 7

3- Tools used for +esearc( Tools used for this research are Cuestionnaire, short interviews, , software. A brief questionnaire focused to collect the relevant information was prepared. The respondents were asked to fill up this questionnaire followed by a short interview. The data gathered through these questionnaires was analy*ed using different statistical tools + , - to =udge the target audience behavior and ma=or factors, which influence them to use paneer. 4- Time for Completion The time taken to complete the pro=ect was 74 days. 4 days for designing questionnaire, 51 days for market survey and filling questionnaire from the respondents, and .1 days for data coding, analysis and compiling of report. 5- Data Collection' Primary Data!" The respondents were personally interviewed with the help of a structured questionnaire. Secondary Data!" o www.amul.coop

Editing' This is the first step after data collection and performed to detect errors, omissions etc. The data is corrected when possible and it is ensured that minimum quality standards have been achieved. ;ere central editing was done in order to ensure that data is! 11

Accurate $onsistent with the intent of the question Aniformly entered $ompleted Arranged to simplify coding and tabulation

Coding' This process involves assigning numbers or other symbols to answer so that the responses can be grouped into classes or categories. Alphanumeric, numeric codes were used by us in order to ensure that categori*ation of data establishes Appropriateness ()haustiveness ingle 'imension Tabulating' This process converts information gathered by primary methods to a medium for viewing and editing. This was done to create data files, records and link files to ensure simple storage, retrieval and updating of data.

S6OT &nalysis Of &mul Paneer

trength :rand Game Availability ,resence in dice form Weakness Go Advertisement #eplacement ,roblem >ack of awareness >ack of coordination between distributor and retailers /pportunities Availability :lock paneer of 411 gm & .kg ,oor $oordination & 'istribution /f local brands Aneducated salesmen Threat $ompeting :rands +Warana Hi=aya (merging :rands +Gestle ,aneer &other 'airy ,aneer-

12

+etailers &nalysis
.- 'o you keep ,aneerL Des Go Sout( .65 9 6estern .24 4 Central 27 3.

&vailability of Paneer
$entral 5 96 4 94 1 31 71 81 21 .11 .31 31 21 Go Des

Western

outh

Percentage

.5- ?f Go, then why &argin Sout( 6estern Central 3 1 8 >ow 'emand . 1 3 Availability . 1 3 ,erishability 3 4 . /thers 5 1 .1

13

+easons for nonavailiabilty of paneer

.7 .3 .1 2 8 7 3 1
an d & ar gi n lity Av ai la bi ,e ris ha bi 'e m / th er s lit y

+esponse

$entral Western outh

4) If Low demand of product, then what customer is oo!in" for

>o w

Freshness oftness #eplacement 'emand ()ist Anawareness ,ackaging ,roblem /thers

Sout( 8 7 3 1 1 . .

6estern 6 3 1 4 7 3 4

Central . 1 1 1 . 1 .

Customers Expectations
.8 .7 .3 .1 2 8 7 3 1 +esponse

$entral Western outh Anawareness #eplacement ,ackaging Freshness oftness 'emand ,roblem /thers ()ist

7- Which :rand of paneer you keepL Sout(ern +egion /nly Amul /nly >oose ,aneer .38 2

14

/thers +&ahananda,$hitale,Hi=aya,Warana,>ocal :randT#?/ Amul & >oose ,aneer Amul & /thers >oose ,aneer & /thers

.3

5 35 8 1

Amul

126

26 3 8

12 0

LP

Others

15

Amul

126

26 3 8

12 0

LP

Others

Ot(er 7rands Warana >ocal :rand &fg &ahananda $hitale Hi=aya

5 3 . 5 3 .

16

Ot(er 7rands

2I .6I 34I

Warana >ocal :rand &fg &ahananda $hitale Hi=aya

34I 2I

.6I

6estern +egion /nly Amul /nly >oose ,aneer /thers+Warana,Hi=aya,>ocal :randAmul & >oose ,aneer Amul & /thers /thers & >oose ,aneer Amul,>oose ,aneer & /thers .57 3. .3 2 7 3 .

17

Amul

134

8 1 21 2

12

LP

Others

18

Amul

134

8 1 21 2

12

LP

Others

Ot(er 7rands Hi=aya Warana >ocal :rand +<ovindOt(er 7rands

. 5 2

2I Hi=aya Warana 86I >ocal :rand +<ovind-

34I

Central +egion /nly Amul /nly >oose ,aneer 65 .

19

/thers+Warana,Hi=aya,>ocal :randAmul & >oose ,aneer Amul & /thers /thers & >oose ,aneer Amul,>oose ,aneer & /thers

. 8 5 1 1

Amul

73

6 0 0

LP

Others

20

Amul

73

6 0 0

LP

Others

Ot(er 7rands Warana >ocal :rand

5 .

21

Ot(er 7rands

34I Warana >ocal :rand 64I

5- What is its demand vis"M"vis with its competitorsL Sout( 35 41 59 4. 6estern 54 89 62 2 Central .6 33 4. 1

>ow Average ;igh $anJt ay

Demand 21 81 +esponse 71 31 1 >ow Average ;igh $an@t ay outh Western $entral

8- ?f >ow, Then why

Sout( 4 6 8 4 3. 1 6estern 48 .9 .1 .4 .8 .3 Central .. 7 . . 5 1

,rice oftness Cuality Taste /ther + pecify#egular upply

22

+easons for )ow Consumption

+egular Supply Ot(er <SpecifyTaste ;uality Softness Price

9 9 / , , 0 3 3 4 5

,. ,4 ,3 ,9 ,: ,, 34 ., $entral Western outh

8- What margins do you get from different brand of paneerL Sout( 7 5. 36 1 6estern 9 2. 48 . Central . 58 9 1

."4I 8".1I ..".4I N.4I

# argins from &mul Pane e r

.11 21 +esponse 81 71 31 1 ."4I 8".1I ..".4I N.4I #argins +ange outh Western $entral

6- ?f &argin, Then how much margin would you e)pect from company Sout( 2 38 58 .. 2 .3 6estern 31 38 28 4 4 1 Central 3 9 4 9 7 1

.1".4I ()act .4I .8"31I ()act 31I 3."34I N34I

23

#argins Expected

.3 3."34I #argins 2 .. .8"31I 58 38 .1".4I 2 4 28 38 31 9 3 4 9 7

1 outh 4 Western $entral

:- ;ow many time distributors salesmen are coming in a weekL

Sout( .6 .35 6 6estern 72 .58 4 Central 2 58 5

/nce Twice Thrice

Salesman =isit

4 6 .58 .35 72 Western 5 58 2 $entral Thrice Tw ice /nce

.6 outh

..- 'o you get Amul ,/,JsL Sout( 53 ..9 6estern 38 .73 Central .6 51

Des Go

24

&mul POP>s
91 21 61 81 41 71 51 31 .1 1 69 27 87 Des Go

Percentage

58 3. .8

outh

Wes tern

$entral

.3- ?s the condition of the stock proper when receivedL Sout( .79 1 6estern .76 .. Central 7. 7

Des Go

Condition of Stoc$
1 6 .11 95

.11

Percentage

92 98 97 93 91 22 28 outh

9.

Western

$entral

.1- ;ow many packets get consume weeklyL Sout(ern +egion ? S S&)E @N 6EE? . ..4 3 3.4 5 5.4 NO O% +ET&@)E+S 4 .6 .9 8 76 ..

25

7 7.4 4 .1 .3 .3.4 .4

6 31 38 35O . . .

&verage Consumption of &mul Paneer in a 6ee$ Sout(ern +egion

41

No. of +etailers

71 51 31 .1 1 . 3 5 7 4 8 6 2 9 .1 .. .3 .5 ?gs Sale in a 6ee$ %< A>( ?G W((%

G/ /F #(TA?>(#

. T1 4 4 T/ .1 .1 T/ .4 .4 & A:/H( T/TA>

,99 # 35 76 31 36 ..6

.99 # 34 73 52 58 .7.

399 # . . 1 1 3

,? 1 5 1 1 5

26

6ee$ly Pac$wise Consumption of &mul Paneer Sout(ern +egion

.%< Pac$ Si2e 411<& 311<& .11<& 1 .1 31 51 71 41 .4 & A:/H( .1 T/ .4 4 T/ .1 . T1 4

No. of +etailers

Central +egion ? S S&)E @N 6EE? 1.4 ..4 3 . 3 5 5.4 7 . 3 3.4 5 2 NO O% +ET&@)E+S 3 .8 4 3 . 8 .4 .1 6 7 3 4 37

27

&verage Consumption of &mul Paneer in a 6ee$ Central +egion

51 No. of +etailers 34 31 .4 .1 4 1 . 3 5 7 4 8 6 2 9 .1 .. .3 .5 ?gs Sale in a 6ee$ %< A>( ?G W((%

G/ /F #(TA?>(#

,99 # . T/ 4 8 T1 .1 .. T/ .4 .4 & A:/H( 35 9 .4 .1

.99 # 399 # , ? 37 1 .4 1 .6 1 .4 1

1 1 1 1

6ee$ly Pac$wise Consumption of &mul Paneer" Central +egion

.4 & A:/H( Pac$ Si2e .. T/ .4 8 T1 .1 . T/ 4 1 .1 31 51 . %< 411<& 311<& .11<&

No. of +etailers

6estern +egion

28

? S S&)E @N 6EE? 1.4 . ..4 3 3.4 5 5.4 7 7.4 4 6.4 2 9 .1 .3 .8 .6

NO O% +ET&@)E+S 3 .4 .2 54 .4 71 .1 5 8 2 . 5 . 39O . . 3

&verage Consumption of &mul Paneer in a 6ee$ 6estern +egion

41 No. of +etailers 71 51 31 .1 1 . 5 4 6 9 .. .5 .4 .6 ?gs Sale in a 6ee$ G/ /F #(TA?>(# .4 & A:/H(

,99 . T1 4 4 T1 .1 .1 T1 .4 .4 & A:/H( 54 35 .1 8

.99 # 57 89 5. .8

399 # . 3 1 .

,? 1 7 . 3 29

67

.41

6ee$ly Pac$wise Consumption of &mul Paneer 6estern +egion

.%< Pac$ Si2e 411 <& 311 <& .11 <& 1 31 71 No. of +etailers 81 21 .4 & A:/H( .1 T1 .4 4 T1 .1 . T1 4

Consumer &nalysis
Sout( #umbai C.- 'o you use paneerL Des Go
SOATB #A#7&@ ASE+

.83 1

311 .41 +esponse .11 41 1 D(

.83

eries. 1 G/

C3- e) $omposition G/ /F #( ,/G'(GT P.83 &ale Female I W? ( .75 .9

30

Sex Composition

.3I

&ale Female

22I

C5- Age composition A<( <#/A, .2"34 38"51 5."71 7."41 4. & A:/H(
Demograp(ic Segment
3, C &7O=E +OAP 0,"39 /,"09 .4"/9 ,8".3 NO O% PEOP)E

G/ /F #( ,/G'(GT 43 56 73 .9 .3

,. ,: 0. /5 3. eries.

C7- For which purpose you use ,aneerL Hegetables andwich Hegetable & ,akodas :ur=i $ooking Heg,Gonveg,,i**as, andwiches ,akoda .13 . .3 5 8 .3

& E

31

,akoda,Hegetables,,ulao Hegetables,,akoda,:ur=i Hegetables,,akoda,:ur=i,,ulao Hegetables,,akoda, andwich Hegetables,,akoda, andwich,,ulao Hegetables,,akoda, andwich,Tandoor,:ur=i,,ulao Hegetables,,ulao Hegetables,,ulao,,akoda Hegetables,,ulao,,akoda, andwich,Tandoor Hegetables, andwich Hegetables,Tandoor Hegetable & :ur=i ,aneer 'osa andwich, ,i**a

4 3 . . . 3 4 . . . . 3 3 .

one purpose distribution

.31 no of people .11 21 81 71 31 1 vegetable pakoda bur=i sandw itch purpose of use eries.

For ingle purpose For 3 ,urpose For 5 ,urpose For more than 5 ,urpose

.31 33 9 ..

32

Purpose of Ase
.71 .31 .11 21 81 71 31 1 For ingle purpose For 3 ,urpose For 5 ,urpose For more than 5 ,urpose purposes

no of people

eries.

C4- Which brand of ,aneer you useL Amul >oose ,aneer /thers Amul & >oose ,aneer Amul & /thers Amul,>oose ,aneer & /thers /thers & >oose ,aneer 35 2. .. 5. 3 8 2

%mu $aneer

14# 1# 4# 7# 5# 50# 19#

&thers

Loose $aneer

Ot(ers &ahananda 7

33

Warana Hi=aya $hitale oyace Aarey

Ot(ers 7rands

2 5 6 5 3

..I

6I

.4I

&ahananda Warana Hi=aya chitale 51I oyace Aarey

38I ..I

. :rand Asers 3 :rand Asers &ore than 3 :rands

7rand Penetration
.71 .31 .11 21 81 71 31 1 . :rand Asers 3 :rand Asers

..4 7. 8

eries.

&ore than 3 :rands

C8- 'o you know about Amul &alai ,aneerL Des Go 96 84

34

&w areness

71I

Des 81I Go

C6- ;ave Dou (ver Ased Amul ,aneerL Des Go

Consumption

87 92

71I Des Go 81I

C2- ?f Go Anaware Availability ,rice Freshness >oose paneer /thers 44 4 4 33 9 .

35

+easons for non"acceptability of amul paneer

9I 33I

.I Anaware Availability ,rice Freshness 42I >oose paneer /thers

4I

4I

C9- ;ow frequently do you use Amul &alai ,aneerL /nce a week &ore than once a week /nce a month eldom
%re1uecy

.7 4 .8 39

33I /nce a w eek 74I 2I &ore than once a w eek /nce a month eldom 34I

C.1- ince how many monthsKyears you are using this productL >ess than 37 months 3 to 4 years &ore than 4 years 57 38 7

36

)oyalty

8I >ess than 37 months 3 to 4 years 7.I 45I &ore than 4 years

C..- What is the source of informationL TH Ads &aga*ine ,amphlet ;oardings Word /f &outh FriendK#elatives /thers +specifySource of @nformation

.. 7 1 1 75 31 .9

31I

..I

7I 1I

TH Ads &aga*ine ,amphlet ;oardings Word /f &outh

3.I 77I

FriendK#elatives /thers +specify-

C.3- ?s there ,roper Hisibility in the &arketL Des Go=isiblity

8I

9 .45

Des Go

37
97I

C.5- 'o advertising affect your purchase decisionL Des Go $an@t ay 69 7. 73

&dvertising Effect

38I 79I Des Go $an@t 34I ay

C.7- ?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go 59 34

Prospective
74 71 54 51 34 31 .4 .1 4 1 Des +esponse 59

rowt(

34

Go

38

6estern +egion C.- 'o you use paneerL Des Go 586 6

6estern #umbai Aser

711 511 +esponse 311 .11 1 Des

586

eries. 6 Go

C3- e) compositionL &ale Female

Sex com position

.35 34.

55I &ale female 86I

39

C5- Age compositionL .2"34 38"51 5."71 7."41 4. & above

Dem ograp(ic Segm ent 3, C above 0,"39 /,"09 .4"/9 ,8".3 +esponse 80 ,// ,3 /5 ,93

.55 27 .14 56 .4

C7- For which purpose you use ,aneerL :urgers 'hokla 'osa For all purpose ;ot 'og,:urger,,i**a ,aratha ,aratha ,aneer ,'hokla ,i**a andwhich,,i**a andwiches tarters Hegetables Hegetables & pakoras Hegetables,,aneer 'hokla Hegetables,,aratha Hegetables,,i**as 5 8 32 .6 7 . 3 3 9 5 5 319 34 .1 75 3

40

Paneer Asage
No of responses 341 311 .41 .11 41 1 ,aratha ,aneer 'osa ;ot Hegetables,,ar :urgers starters Hegetables & andwhich,,i*

eries.

Purpose

For 3 ,urpose For 5 purpose For &ore than 5 purpose

Purpose of use 511 341 311 .41 .11 41 1 For single ,urpose For 3 ,urpose For 5 purpose For &ore than 5 purpose

69 .8 .6

eries.

C4- Which brand of ,aneer you useL Hi=aya Amul Warana >oose ,aneer Any /ther Amul, Warana Amul,>oose ,aneer 4 26 .. 315 51 . 51

41

%mu $aneer

87 1 0 46 0 203 30

&thers

Loose $aneer

Ot(ers Hi=aya Warana <ovind /thers

Ot(er 7rands

4 .. 6 35

..I 37I 41I Hi=aya Warana <ovind /thers .4I

. :rand Asers 3 :rand Asers

558 5.

42

7+&NDS ASE+S

2I

. :rand Asers 3 :rand Asers

93I

C8- 'o you know Amul ,aneerL Des Go

&wareness

.98 .6.

76I 45I

Des Go

C6- ;ave you ever used Amul ,aneerL Des Go .52 339

Consumption

52I Des Go 83I

43

C2- ?f Go Anaware Availability ,rice Freshness >oose paneer /thers .13 .7 32 36 7. .6

6I .2I 74I

Anaware Availability ,rice Fres hnes s >oos e paneer

.3I .3I 8I

/thers

C9- ;ow frequently do you use Amul &alai ,aneerL /nce a week &ore than once a week /nce a month eldom
%re1uency

67 43 7 2

5I 8I /nce a w eek &ore than once a w eek 52I 45I /nce a month eldom

C.1- ince how many monthsKyears you are using this productL >ess than 37 months 88

44

3 to 4 years &ore than 4 years

)oyalty

84 6

4I 72I 76I >ess than 37 months 3 to 4 years &ore than 4 years

C..- What is the source of informationL TH Ads &aga*ine ,amphlet ;oardings Word /f &outh FriendK#elatives /thers +specifySource of @nformation

3. 7 1 1 ..4 54 3.

..I .2I

..I

TH Ads 3I 1I &aga*ine ,amphlet ;oardings Word /f &outh FriendK#elatives /thers +specify-

42I

C.3- ?s there ,roper Hisibility in the &arketL Des Go 79 534

45

=is iblity

.5I Des Go 26I

.5- 'o advertising affect your purchase decisionL Des Go $an@t say
&dvertising Effect

356 61 86

.2I Des Go .9I 85I $an@t say

C.7- ?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go $an@t ay 91 47 36

Prospective
.11 21 +esponse 81 71 31 1 Des 91

rowt(

47 36

Go

$an@t ay

46

Central +egion C.- 'o you use ,aneerL Des Go Total

Central #umbai Aser

.14 .8 .3.

.31 .11 21 +e s pons e 81 71 31 1 Des

.14

eries. eries3 .8 . Go

C3- e) $omposition &ale Female 44 88

Sex composition

74I 44I

&A>( F(&A>(

C5- Age compositionL .2"34 38"51 5."71 74 .9 79

47

7."41 4. & above

&gewise Segment
3, C &7O=E 0,"39 /,"09 .4"/9 ,8".3 +esponse

.1 7

0 ,9 0/ ,: 03

C7- For which purpose you use ,aneerL Hegetables ,akoras 66 32

Paneer Asage

21 81 No. Of 71 +esponse 31 1 Hegetables Purpose

66 32 ,akoras

C4- Which :rand of paneer you useL Amul >oose paneer /thers Amul & loose paneer Amul & Warana .7 81 9 3. .

48

%mu $aneer

14 1 0 9 0 60 21

&thers

Loose $aneer

Ot(er 7rands Hi=aya Warana

Ot(er 7rands

7 4

77I Hi=aya 48I Warana

C8- 'o you know about Amul &alai ,aneerL Des Go 66 77

49

&wareness

58I Des Go 87I

C6- ;ave you ever used Amul &alai ,aneerL Des Go

Consumption

56 27

5.I Des Go 89I

C2- ?f Go Anaware Availability ,rice Freshness >oose ,aneer /thers 36 . 3 9 77 .

50

.I 53I

Anaware Availability ,rice Freshness ..I .I 3I >oose ,aneer /thers

45I

C9- ;ow frequently do you use Amul &alai ,aneerL /nce a week &ore than once a week /nce a month eldom
%re1uency

31 9 4 5

2I .7I /nce a w eek &ore than once a w eek 47I 37I /nce a month eldom

C.1- ince how many monthsKyears you are using this productL >ess than 37 months 3 to 4 years &ore than 4 years .3 .4 .1

51

)oyalty

36I

53I

>ess than 37 m onths 3 to 4 years &ore than 4 years

7.I

C..- What is the source of informationL TH Ads &aga*ine ,amphlet ;oarding Word of mouth FriendsK#elative /thers
source of information

1 1 1 . 75 35 .1

.5I

1I .I

TH Ads &aga*ine ,amphlet ;oarding

51I

48I

Word of mouth FriendsK#elative /thers

C.3- ?s there proper visibility in the marketL Des Go .3 .19

52

=isibility

.1I

Des Go

91I

C.5- 'o advertising effect your purchase decisionL Des Go $an@t say
&dvertising Effect

93 .. .2

.4I 9I Des Go $an@t say 68I

C.7-?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go $an@t say
Prospective
34 +esponse 31 .4 .1 4 1 Des Go $an@t s ay 31 .7 .1

31 .7 .1
rowtr(

+estaurants &nalysis
C5- Which brand of ,aneer you useL

53

Amul /nly Warana /nly >oose ,aneer Amul & >oose ,aneer
7rands Ased

2 . 85 8

2I

.1I .I

Am ul Warana >oos e ,aneer Am ul & >oos e ,aneer

2.I

C8- 'o you know about Amul &alai ,aneerL Des Go

&wareness

76 5.

71I Des Go 81I

6- ;ave you ever used Amul &alai ,aneerL Des Go .7 41

54

Consumption

33I

Des Go

62I

C2- ?f Go, then why Anaware Availability ,rice Freshness >oose paneer /thers .1 2 33 .3 9 1

+easons for nonusage of &mul Paneer

34 31 .4 .1 4 1 Anaware Availability ,rice Freshness >oose paneer .1 2 .3 9 33

1 /thers

9- ince how many monthsKyears you are using this productL Q 37 months 3 to 4 years N 4 years 4 9 .

55

)oyalty

6I 55I Q 37 months 3 to 4 years N 4 years 81I

C..- What is the source of informationL TH Ads &aga*ine ,amphlet ;oardings Word /f &outh FriendK#elatives /thers +specify2 3 1 1 9 2 3

Source of @nformation
.1 2 8 7 3
*i n e d s

3
s o u th p h le t g s ve ify +s p e c -

3 1
a rd in

1
T H

& a g a

d K# e la ti

a m

/ f

&

.3- ?s there ,roper Hisibility in the &arketL Des Go 9 89

/ th e rs

; o

rd

F ri e n

W o

56

=isibility

.3I

Des Go

22I

.5- 'o advertising affect your purchase decisionL Des Go $an@t ay 39 34 35

&dvertising Effect

51I 52I Des Go $an@t ay

53I

C.7- ?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go $an@t ay .9 .9 .7

57

Prospective

rowt(

36I 58I Des Go $an@t 56I ay

C4- Cuantity you mostly purchase isL Of &mul .11gm 311gm 411gm .kg Dice 5 7 1 5 7loc$ . 1 3 .

&mul Paneer Consumption

81 Percentage 41 71 51 31 .1 1 .11gm 311gm 411gm .kg 'ice :lock

Of )oose Paneer .11gm 311gm 411gm .kg

Dice 1 1 1 .

7loc$ . 3 3 3

58

)oose Paneer Consumption

3 ..4 . 1.4 1 1 .11gm 1 311gm 1 411gm .kg . . 'ice :lock 3 3 3

Pac$ets Si2e

Caterers &nalysis
C5- Which brand of ,aneer you useL Amul >oose ,aneer 1 .4

59

Consumption Pattern

1I Amul >oose ,aneer .11I

C8- 'o you know about Amul &alai ,aneerL Des Go

&wareness

9 8

71I 81I

Des Go

C6- ;ave you ever used Amul &alai ,aneerL Des Go 1 9

60

&mul )oyalty
.1 2 +esponse 8 7 3 1 Des Go 1 .

C6- ?f Go, then why ,rice Freshness >oose paneer

%actors &ffecting Ases

8 . 3

33I ,rice Freshness ..I 86I >oose paneer

C.3- ?s there ,roper Hisibility in the &arketL Des Go 1 .4

61

=isibility
.4 .4 .1 4 1 1 Des Go

C.5- 'o advertising affect your purchase decisionL Des Go $an@t ay

&dvertising
6 6 8 4 7 5 3 . 1 Des Go $an@t ay 7 7

6 7 7

C.7- ?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go $anJt ay 3 3 3

62

Prospective

rowt(

55I 57I Des Go $an@t ay

55I

C7- What factors will you consider while buying ,aneerL Taste ,rice :rand Game oftness Availability ,ackaging
%actors Consider
61 +esponse 81 41 71 51 31 .1 1 Taste ,rice :rand Game oftness Availability ,ackaging 77 4. 39 5. 33 49

77 4. 39 49 5. 33

C4- Cuantity you mostly purchase isL 6eig(t .11 gm 311 gm 411 gm (qual or more than .kg ? S 1 1 1 .4

63

;uantity Purc(ase
.8 .7 .3 .1 2 8 7 3 1 .4

1 .11 gm

1 311 gm

1 411 gm

(qual or more than .kg

Flight %itchen
C5- Which brand of ,aneer you useL Amul >oose ,aneer 1 7

64

Consumption Pattern

1I Amul >oose ,aneer .11I

C8- 'o you know about Amul &alai ,aneerL Des Go

&wareness

3 3

41I

41I

Des Go

C6- ;ave you ever used Amul &alai ,aneerL Des Go . 5

65

)oyalty

34I 64I

Des Go

C2- ?f Go, then why Anaware Availability ,rice Freshness >oose paneer /thers
%actors &ffecting Ases

3 1 1 1 3 1

1I Anaw are Availability 41I 41I ,rice Freshness >oose paneer /thers 1I

C..- What is the source of informationL TH Ads Word /f &outh 1 3

66

Source Of @nformation
3 3 ..4 TH Ads Word /f &outh 1 .

+esponse

. 1.4 1

C.3- ?s there ,roper Hisibility in the &arketL Des Go

=isibility

. 5

34I Des Go 64I

C.5- 'o advertising affect your purchase decisionL Des Go cant say . 1 5

67

&dvertising %actor

5 3.4 3 ..4 . 1.4 1 Des Go cant say

C.7- ?f Amul provide you ,aneer of better quality then what you have stated with appro)imate same price would you like to purchase itL Des Go
Prospective rowt(

. .

No 39E

Des 39E

C7- what factors will you consider while buying ,aneerL Taste ,rice :rand Game oftness Availability ,ackaging .7 .6 .. .9 .2 .1

68

%actor Consider
31 +esponse .4 .1 4 1 Taste ,rice :rand Game oftness Availability ,ackaging .7 .. .1 .6 .9 .2

C4- Cuantity you mostly purchaseL %lig(t ?itc(en /:(#/? F>?<;T %?T$;(G A&:( '(# %D $;(F TAE F>?<;T %?T$;(G A?# ?G'?A $;(F
;uantity Purc(ase

?gFDay 21 61 511 .34

33I

.7I .3I

/:(#/? F>?<;T %?T$;(G A&:( '(# %D $;(F

TAE F>?<;T %?T$;(G A?# ?G'?A $;(F 43I

Weight .11 gm 311 gm 411 gm . kg

#esponse 1 1 1 7

69

;uantity Purc(ase
7.4 7 5.4 5 3.4 3 ..4 . 1.4 1

+esponse

1 .11 gm

1 311 gm

1 411 gm

. kg

%indings
Sout(ern +egion #eplacement ,roblem ,roblem with stock :ad services ,roblem with margin 8 . 4 3 32.46.75 7.68.914 9.4352. 35.21943 39 4 9 37

70

Freshness of paneer Go ,/,@s

7 5

.9.17683 .7.3246.

.9 .7

Problem &nalysed

.7I .9I

#eplacement ,roblem 32I ,roblem with stock :ad services 4I ,roblem with margin Freshness of paneer Go ,/,@s

.1I

37I

6estern +egion 'istribution problem Geed in block form of 411gm #eplacement &argin Go proper ,ackaging ervice is not good Go ,/,@s 7 6 3 . 8 4 5 7 . 8 6 3 5 4 .7.3246. 5.46.739 3..73246 34.11 6..73246 .1.6.739 .6.246.7
'istribution problem Geed in block form of 411gm #eplacement ..I .2I 34I 3.I 7I 6I .7I &argin Go proper ,ackaging ervice is not good Go ,/,@s

Problems &nalysed

Central +egion

71

Freshness Go ,/,@s Go Fridge, Go approach from company ,roblem with margin

5 3 7 .

3 5 . 7

31 51 .1 71

Problems &nalysed

Freshness .1I 51I Go ,/,@s Go Fridge, Go approach from company 31I ,roblem with margin

71I

Competitive &nalysis <&ttributes-

Big( #oderate )ow

:rand Game & oftness Taste & ,ackaging ,rice & Availability 72

Big( #oderate )ow

:rand Game & ,ackaging ,rice & Availability Taste & oftness

Big( #oderate )ow

:rand Game & ,ackaging ,rice & Availability Taste & oftness

Conclusions Amul has a competitive advantage on attributes like :rand Game & ,ackaging. Geeds to emphasis more on Taste & oftness.

73

&reas to be penetrated +egion 6ise

Sout(ern +egion All Fresh R 'adar &arket Geelam Agency R ,ortugese $hurch G& Eoshi &arg Adarsh weet & Farsan &art R G& Eoshi &arg ony &ony ,rovision tore R ;a=i Ali /m 'ry Fruits R ,arel #ichie rich R &ahim $hurch $hedda 'ry Fruits R hiva=i ,ark %amal <rain tores R &ount #oad Alkaber R :yculla &on=i Eetshi & $o" ,arel Hillage Central +egion uyog #estaurant R Wadala Eoy Tea $entre R :handup West Amrit :ho= R >: &arg :handup West <upta $hana & 'ry Fruits R :handup West ;asmukh Tea & 'ry Fruits " :handup West ,rataprai & ons R :handup West 6estern +egion &aharastra tore R <oregoan (ast ,opular tores R <oregoan (ast :obby Govelty tores R <oregoan (ast Adarsh 'ry Fruit & <eneral tore R <oregoan (ast :harti 'ugdhalya R Andheri (ast hakti Tea $entre R antacru* (ast +?f ,rice Factor consider then Amul will sell74

Central +egion
To $now t(e consumer Preferences! +ref C3 & C5 from Cuestionnaire(T test dependent left tail) ,. %or Taste r. Go . 3 5 . . . 39 51 Any ,aneer 4 7 4 . . . 7 4 #ate for Amul ,aneer 4 7 5 . . . 5 5

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any paneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .887 .887 td. (rror &ean ..3. ..3.

,air .

Any Amul

&ean 7.31+a7.31+a-

G 51 51

Conclusion' The correlation and t cannot be computed because the standard error of the difference is 1.

75

.. %or Price r. Go . 3 5 . . . 39 51 Any ,aneer 3 . 5 . . . 5 5 #ate for Amul ,aneer 3 3 5 . . . 3 3

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any ,aneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul &alai ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation ...17 .219 td. (rror &ean .313 ..72

,air .

Any Amul

&ean 3.46 3.85

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on .313 ig. .327

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..351 .334 ".772 .5.4

&ean ,air . Any " Amul ".186

t ".396

'f 39

ig. +3" tailed.689

Conclusion! ince ignificance level + p"value - is greater than .14 i.e .68N.14

76

Therefore null (ypot(esis is accepted, i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer Also, mean rating for any ,aneer is lesser than mean rating for Amul paneer, which means pricing for Amul paneer is better than pricing for any ,aneer.

/. %or 7rand Name r. Go . 3 5 . . . 39 51 ;1 ! S3 PS. Any ,aneer 4 7 7 . . . 4 4 #ate for Amul ,aneer 7 7 7 . . . 5 5

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation .667 .872 td. (rror &ean ..7. ...2

,air .

Any Amul

&ean 7.35 5.25

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on "..38 ig. .416

Paired Samples Test

77

&ean ,air . Any R Amul .711

,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..161 ..94 .182 .653

t 3.172

'f 39

ig. +3" tailed.141

Conclusion' ince ignificance level + p"value - is equal than .14 i.e. .141P.14 Therefore null (ypot(esis is accepted, i.e. . at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer Also, mean rating for any ,aneer is more than mean rating for Amul paneer, which means brand name for Amul paneer is not better than any ,aneer. 0. %or Softness r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 7 5 7 #ate for Amul ,aneer 5 3 7 . . . 3 3

5 5

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul ,aneer

;.! S3 Q S. #ating given to Amul paneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .277 ..324 td. (rror &ean ..47 .354

,air .

Any Amul

&ean 5.86 3.65

G 51 51

Paired Samples Correlations G 51 $orrelati on ".124 ig. .848

,air .

Any &

78

Amul

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..498 .39. .752 ..732

&ean ,air . Any R Amul .955

t 5.315

'f 39

ig. +3" tailed.115

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e. .115Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer 3. %or &vailability r. Go . 3 5 . . . 39 51 Any ,aneer 7 5 7 . . . 5 5 #ate for Amul ,aneer 5 7 5 . . . 5 3

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any ,aneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .949 .6.3 td. (rror &ean ..64 ..51

,air .

Any Amul

&ean 5.55 3.91

G 51 51

79

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ".744 ig. .1.3

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..75. .38. ".1.. .266

&ean ,air . Any " Amul .755

t ..849

'f 39

ig. +3" tailed..12

Conclusion' ince ignificance level + p"value - is greater than .14 i.e ..12N.14 Therefore null (ypot(esis is accepted, i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer 4. %or Pac$aging r. Go . 3 5 . . . 39 51 Any ,aneer 7 7 7 . . . 5 4 #ate for Amul ,aneer 5 7 5 . . . 3 3

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any ,aneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I

Paired Samples Statistics td. 'eviation td. (rror &ean 80

&ean

,air .

Any Amul

5..5+a5..5+a-

51 51

.956 .956

..6. ..6.

Conclusion' The correlation and t cannot be computed because the standard error of the difference is 1.

Sout( +egion
To $now t(e consumer Preferences! +ref C3 & C5 from Cuestionnaire(T test dependent left tail) ,. %or Taste r. Go . 3 5 . . . 39 51 Any ,aneer 4 4 4 . . . 7 7 #ate for Amul ,aneer 3 3 . . . . 7 7

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any paneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I

Paired Samples Statistics td. 'eviation .911 ..3.6 td. (rror &ean ..87 .333

,air .

Any Amul

&ean 7.76 3.96

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ..7. ig. .742

Paired Samples Test

81

&ean ,air . Any " Amul ..411

,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..712 .346 ..185 ..956

t 4.254

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e. .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer C3- %or Price r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 4 3 5 . . . 3 3 #ate for Amul ,aneer 7 4 3 . . . 3 3

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul &alai ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation ..315 .999 td. (rror &ean .331 ..23

,air .

Any Amul

&ean 5.11 5.85

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ..63 ig. .585

82

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..738 .381 "..168 "..9.

&ean ,air . Any " Amul ".855

t "3.755

'f 39

ig. +3" tailed.13.

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e. .13.Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer ;/- %or 7rand Name r. Go . 3 5 . . . 39 51 Any ,aneer 5 . 5 . . . 4 5 #ate for Amul ,aneer 7 7 7 . . . 4 5

;1! S3 PS.

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation ...79 .214 td. (rror &ean .3.1 ..76

,air .

Any Amul

&ean 3.61 7.31

G 51 51

Paired Samples Correlations G $orrelati ig. 83

on ,air . Any & Amul 51 ..73 .744

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..518 .359 "..914 "..194

&ean ,air . Any " Amul "..411

t "8.329

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level + p"value - is equal than .14 i.e .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer

.. %or Softness r. Go . 3 5 . . . 39 51 Any ,aneer 5 4 4 #ate for Amul ,aneer 3 3 . . . . 3 3

3 3

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any ,aneer & to Amul ,aneer ;.! S3 Q S. #ating given to Amul paneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation td. (rror &ean 84

&ean

,air .

Any Amul

7.56 3.75

51 51

.999 ...84

..23 .3.5

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on .3.7 ig. .348

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..585 .379 ..4.. 3.548

&ean ,air . Any " Amul ..955

t 6.661

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level +p"value- is lesser than .14 i.e .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer C4- %or &vailability r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 3 . 5 . . . 7 5 #ate for Amul ,aneer 7 7 7 . . . 7 7

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;. ! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics 85

,air .

Any Amul

&ean 3.65 5.26

G 51 51

td. 'eviation ...63 .911

td. (rror &ean .3.7 ..87

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on .349 ig. ..88

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..369 .357 "..451 ".658

&ean ,air . Any " Amul "...55

t "7.243

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer ;4-. %or Pac$aging r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 5 5 7 . . . 4 5 #ate for Amul ,aneer 7 7 5 . . . 4 5

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

86

;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation ...29 ..112 td. (rror &ean .3.6 ..27

,air .

Any Amul

&ean 5.56 5.76

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ".18. ig. .676

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..814 .395 ".492 .592

&ean ,air . Any " Amul "..11

t ".57.

'f 39

ig. +3" tailed.654

Conclusion' ince ignificance level + p"value - is greater than .14 .654N.14 Therefore null (ypot(esis is accepted, i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer ,aneer.

6estern +egion
To $now t(e consumer Preferences! +ref C3 & C5 from Cuestionnaire(T test dependent left tail) ,. for Taste r. Go . 3 5 Any ,aneer 7 7 4 #ate for Amul ,aneer 5 3 5 87

. . . 39 51

. . . 7 4

. . . 5 3

Bypot(esis' ;1! S3 PS. Go difference in the rating given to any paneer & to Amul &alai ,aneer ;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .417 .949 td. (rror &ean .193 ..64

,air .

Any Amul

&ean 7.75 5.86

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ..88 ig. .569

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..118 ..27 .747 ..169

&ean ,air . Any " Amul .686

t 7..65

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e. .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer

88

C3- %or Price r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 7 4 5 . . . 5 4 #ate for Amul ,aneer 3 5 3 . . . 5 7

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul &alai ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation .281 .2.7 td. (rror &ean ..46 ..79

,air .

Any Amul

&ean 5.26 5.71

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on .169 ig. .869

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ...56 .312 ...7 .2.9

&ean ,air . Any " Amul .786

t 3.379

'f 39

ig. +3" tailed.153

89

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e .153 Q .14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer ;/- %or 7rand Name r. Go . 3 5 . . . 39 51 ;1! S3 PS. #ate for any paneer 5 4 7 . . . 4 5 #ate for Amul ,aneer 4 4 7 . . . 5 7

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer >et T P .1I Paired Samples Statistics td. 'eviation .215 .869 td. (rror &ean ..76 ..37

,air .

Any Amul

&ean 7..1 7.35

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on "..12 ig. .463

Paired Samples Test ,aired 'ifferences td. td. 91I $onfidence 'eviation (rror ?nterval of the t 'f ig. +3" tailed-

&ean

90

'ifference &ean ,air . Any " Amul "..55 ...18 .313 >ower ".768 Apper .3.1 ".881 39 .4.7

Conclusion' ince ignificance level + p"value - is equal than .14 i.e .4.7N .14 Therefore null (ypot(esis is accepted. i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer . 0. %or Softness r. Go . 3 5 . . . 39 51 Any ,aneer 7 5 7 #ate for Amul ,aneer 3 5 3 . . . 5 3

5 4

;1! S3 PS.

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul ,aneer

;.! S3 Q S. #ating given to Amul paneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .98. .482 td. (rror &ean ..68 ..17

,air .

Any Amul

&ean 5.21 3.46

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ".7.6 ig. .133

Paired Samples Test 91

&ean ,air . Any " Amul ..355

,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ..514 .352 .239 ..852

t 4..62

'f 39

ig. +3" tailed.111

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e .111Q.14 Therefore null (ypot(esis is re!ected, i.e. at 91I confidence level there is ignificant difference in rating given to any ,aneer and to Amul ,aneer C4- %or &vailability r. Go . 3 5 . . . 39 51 ;1! S3 PS. Any ,aneer 5 7 5 . . . 7 5 #ate for Amul ,aneer 7 5 7 . . . 5 7

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;.! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer. >et T P .1I Paired Samples Statistics td. 'eviation .871 .666 td. (rror &ean ...6 ..73

,air .

Any Amul

&ean 5.65 5.41

G 51 51

Paired Samples Correlations G $orrelati on ig. 92

,air .

Any & Amul

51

".7.8

.133

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ...97 .3.2 "..56 .817

&ean ,air . Any " Amul .355

t ..161

'f 39

ig. +3" tailed.395

Conclusion' ince ignificance level + p"value - is lesser than .14 i.e .395N.14 Therefore null (ypot(esis is accepted, i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer

;4-. %or Pac$aging r. Go . 3 5 . . . 39 51 Any ,aneer 5 7 4 . . . 7 4 #ate for Amul ,aneer 4 7 5 . . . 7 5

;1 ! S3 PS.

Bypot(esis' Go difference in the rating given to any ,aneer & to Amul &alai ,aneer

;. ! S3 Q S. #ating given to Amul ,aneer is lesser than that given to any ,aneer.

93

>et T P .1I Paired Samples Statistics td. 'eviation .871 .666 td. (rror &ean ...6 ..73

,air .

Any Amul

&ean 5.65 5.41

G 51 51

Paired Samples Correlations G ,air . Any & Amul 51 $orrelati on ".7.8 ig. .133

Paired Samples Test ,aired 'ifferences 91I $onfidence ?nterval of the td. 'ifference td. (rror 'eviation &ean >ower Apper ...97 .3.2 "..56 .817

&ean ,air . Any " Amul .355

t ..161

'f 39

ig. +3" tailed.395

Conclusion' .395 N .14 Therefore null (ypot(esis is accepted, i.e. at 91I confidence level there is no ignificant difference in rating given to any ,aneer and to Amul ,aneer ,aneer.

94

Recommendations For Action

$ross promotions by introducing scratch cards +discount couponswith AmulJs leading products. 'irect distribution of paneer to flight kitchens which will reduce the middleman cost and will improve relations. Arrange ,/,Js which convey the message as under!

?nclude paneer recipe booklets along with Amul ,aneer. hould concentrate more on areas where loose paneer is not available eg. G& Eoshi &arg. :etter coordination in terms of availability across distributors of dairy products & ice cream products. $apture market related data through use of <? or other software to know the key outlets of an area.

Yahan par sabhi Amul Products uplabdh hain ?ntroduce block forms of 311 gms.

T(e Taste of @ndia

95

 Training to be imparted to salesmen for better and more careful stock handling to reduce transit damages and save on replacement costs. ?ntroduce Fresh ,aneer which could be distributed through the cold chain of Amul 'ahi.

&nnexure

Cuestionnaire"#etailer
1) 'o (ou !eep Paneer) *es ,If +o, -oto . +o/ 13) 2) 0hich Brand of paneer (ou !eep) 1i2a(a %mu ,If +o, -oto . +o/5) 0arana Loca 3rand Loose $aneer &thers ,4pecif()5666666666666666666666666666666666666666666666666666666 3) 0hat is its demand vis ! vis with its com"etitors# Low ,If +o, -oto . +o/4) 7edium 8i"h +o

96

4) If Lo$, 9hen wh( $rice 4oftness .ua it( 9aste :e"u ar 4upp ( &thers ,4pecif()5666666666666666666666666666666666666666666666666666666 5) If +o, 9hen wh( 7ar"in ,If 7ar"in, -oto . +o/6 and 7) Low demand of product ,If Low demand of product, -oto . +o/8) %;ai a<i it( ,If a;ai i<i t(, -oto . +o/ 9 and 10) $erisha<i it( &thers ,4pecif()56666666666666666666666666666666666666666666666666666666

6) 0hat e%tra mar&ins do (ou "et from di''erent (rand of paneer) 7ar"in 3rand %mu 0arana 1i2a(a Loca 3rand Loca $aneer &thers ,4pecif() 1=5# 6=10# 11=15# %<o;e 15#

7) If )ar&in, 9hen how much mar"in wou d (ou e>pect from compan(6666666666666666666666666666666666666666666666666666666666666666 8) If Lo$ demand o' "roduct, 9hen what customer is oo!in" for666666666666666666666666666666666666666666666666666666666666666666666 9) If Availa(ilit*, 8ow man( time distri(utors salesmen are comin" in a wee!) &nce 9wice 9hrice 7ore than three

10) 8ow man( "ac+ets "et consume wee! () .uantit( ?onsumption 1=5 100"m 200"m 500"m 1!"

97

6=10 11=15 %<o;e 15

11) 'o (ou "et Amul POP,s) *es +o

12) Is the condition of the stoc+ proper when recei;ed) *es If +o, 9hen what@s the pro< em) 13) If +o, 9hen wh( 7ar"in Low demand of product $erisha<i it( &thers ,4pecif()56666666666666666666666666666666666666666666666666666666 +o

+ame of the esta(lishment5 666666666666666666666666666666666666666666666666 +ame of the retailer5 666666666666666666666666666666666666666666666666666666 Address5 666666666666666666666666666666666666666666666666666666666666666666666666 666666666666666666666666666666666666666666666666666666666666666666666666 -ontact .o/66666666666666666666666666666666

;uestionnaire G Consumer @nsig(ts

1) 'o (ou use Paneer)

98

*es 2) Aor which purpose (ou use Paneer)

+o

3) 0hich (rand of Paneer (ou use) 1i2a(a %mu 0arana Loose $aneer %n( &ther, ,$ ease 4pecif()566666666666666666666666666666666666666666666 4) 0hat 'actors wi (ou consider whi e <u(in" Paneer) /Rate them on a scale o' 1 to 01 0 2i&hest3 1 Lo$est Rate 0 4 3 Factors 8aste Price Brand .ame 7o'tness Availa(ilit* Pac+a&in& 2 1

5) 4uantit* (ou most ( "urchase is5 56 5ice B6 Bloc+ 4uantit* 7e&ment 2ouseholds Restaurants -anteen -aterin& 100&m 5 B 5 200&m B 000&m 5 B 1+& 5 B

99

6) 'o (ou !now a<out Amul )alai Paneer) *es ,If +o, -oto ./+o/14) 7) 8a;e (ou e;er used Amul )alai Paneer) *es If .o, 9hen wh( Bnaware %;ai a<i it( $rice Areshness Loose paneer &thers ,4pecif()56666666666666666666666666666666666666666666666666666666666666666 8) 8ow 're9uentl* do (ou use Amul )alai Paneer) &nce a wee! 7ore than once a wee! &nce a month 4e dom 9) 4ince how man( months:*ears (ou are usin" this product) Less than 24 months 2 to 5 (ears 7ore than 5 (ears 10) 8ow wou d (ou rate CAmul )alai Paneer; on the fo owin" factors) /Rate them on a scale o' 1 to 01 0 2i&hest3 1 Lo$est Rate Factors 8aste Price Brand .ame 7o'tness Availa(ilit* Pac+a&in& 0 4 3 2 1 +o +o

100

11) 0hat is the source of in'ormation) 91 %ds 7a"aDine $amph et 8oardin"s 0ord &f 7outh AriendE:e ati;es &thers ,4pecif()5666666666666666666666666666666666666666666666666666666666666666

12) Is there $roper <isi(ilit* in the 7ar!et) *es +o

13) 'o advertisin& a''ect (our purchase decision) *es +o ?an@t 4a( 14) If %mu pro;ide (ou Paneer of <etter 9ualit* then what (ou ha;e stated with appro>imate same price wou d (ou i!e to purchase it) *es +o

.ame of the res"ondent5 6666666666666666666666666666666666666666666666666 A&e5 66666666666 *rs/ 7e% )ale Female

8ele"hone : )o(ile .o= 66666666666666666666666666666

7ibliograp(y

http!KKwww. amul.comK The /fficial Amul Web site http!KKwww.indiadairy.comK

101

The <lobal resource for the ?ndian 'airy ?ndustry http!KKwww.indiainfoline.comK The online resource for information on ?ndian :usiness http!KKwww.economictimes.comK

102