INTRODUCTION

Panchamrut at a Glance Established in 1973 by Gujarat Dairy Development Corporation Ltd.(GDDC). From 1983 Milk producers of the district has taken over the charge. From 1983 to 2006, the milk processing capacity was expanded to 4 LLPD from 30 TLPD. Union constitutes 1650 village Dairy Co-operative Societies covering 208,0000 milk producers across the Panchmahal & Dahod district. Collection of milk From Village Dairy Co-operative societies. The Milk Union obtained ISO:9001 & HACCP certification from Quality Assurance Service, (QAS),Australia in 2000. More than 30 programmes & activities to develop employee, co-op societies & milkman. First consignment of Amul Ghee exported to Dubai through GCMMF in 1996. The Chief Minister of Gujarat Humble late Shri Babubhai Jashbhai Patel laid the foundation stone for the establishing Dairy building at Godhra. A founder chairmans of the organization: 1. Late Shree Mangalbhai Haribhai Patel -1973-1978 2. Shree Bhikabhai Rayjibhai Patel -1979-1982

Awards Year 2004 2003 2002 2002 2002 2002 2002 1997 1996 Award Title Udyog Bharati Award Certificate of Excellence Export Inspection council of India Bharat Jyoti Award Bhartiya Nirman Gaurav Awards Sarvshreshth Udyog Puraskar Udyog Rattan Award National Productivity council of India Excellence Award Awarded By Indian Achievers Forum, New Delhi. Shree Jayant Patil Honable Minister for planning & finance (govt.of Maharashtra) Ministry of commerce & Industry govt. of India Outstanding services Achievements &contributions. Business & economic society for Trade. Business & economic society for Trade. The Institute of economic Studies. Shree K.R.Narayan Honorable President of India. The Institute of Economic Studies, New Delhi.

THE COMPANY / ORGANISATION

1) History:
The Co-operative Dairy Movement in India initiated with the establishment of AMUL in 1946. Following that the co-operative district milk unions in different districts took shape. During early 70s, when the co-operative leaders of erstwhile; Panchmahal District, thought to have a district co-operative milk union at district head quarter Godhra, the neighboring districts of Sabarkantha, Kheda & Baroda had already the existence of well-established co-op. dairy network. On proposal of district leaders to have a separate milk co-operative union at Godhra; the initial survey conducted by National Dairy Development Board; Anand revealed no possibilities of establishment of an independent co-operative Milk Producers Union Ltd., at Godhra; due to very low productivity of native milk animals and availability of insufficient quantity of surplus milk. But the leaders were determined and committed for their goal to establish a milk union and under the inspiration & guidance from late Shri Maneklal Gandhi, Late Shri Ratilal Trivedi & Late Shri Dahyabhai Naik, in May,1973 The Panchmahal Dist.Coop. Milk Producers Union Ltd., got registered under Gujarat State Co-op. Act. 1962. Initially, due to lack of milk processing facilities in district, the milk procurement around 7000 kg per day from about 40 village primary dairy co-op. societies was diverted to the neighbouring milk unions of Sabarkantha, Kheda & Baroda. Then the Chief Minister of Gujarat Honble late Shri Babubhai Jashbhai Patel laid the foundation stone for the establishing Dairy building at Godhra; in presence of prominent cooperative leaders of the district; including late Shri Maneklal Gandhi; in the year 1977.The milk chilling plant having capacity to chill 30,000 liters of milk per day was established in 1978 with the financial help from Draught Prone Area Project, Panchmahals. The Gujarat Dairy Development Corporation was asked to manage the affairs of the Milk Union. The Milk Union was set to move ahead and had its first election to elect the board during the same year Late Shri Mangalbhai Haribhai Patel was elected the first Chairman of the milk union. Mr. S.R. Patel of Gujarat Dairy Development Corporation was the first Chief Executive Officer of the organization.Mr. Bhikabhai Rayjeebhai Patel of Rabod took over as the next Chairman of the organization in 1977. Then; the milk procurement was reached to 21000 kgs per day from 128 Dairy Co-operatives. Till; March,1983; the Gujarat Dairy Development Corporation; managed the activities of the milk union; which handed over the total administration of the organization to the elected body of the Panchmahal Dist. Co-operative Milk Producers Union Ltd., on 1st April,1983. During the years 1980-1994; Mr. Babubhai Khatubhai Patel; as one of the youngest Chairman of the Co-operative Milk Unions in the country; helped the organization to build an image of an outstanding and fast growing organization. During this period only in 1982; the organization was brought under NDDBs ambitious Operation Flood II project. Mr. Babubhai
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Patel helped acquiring 10 acres of land from Govt. of Gujarat to establish a new plant in 1992; the foundation stone of the new plant was laid by the then Chief Minister of Gujarat Late Shri Chimanbhai Patel. The milk processing capacity of the plant was increased from 30,000 to 60,000 kgs per day in 1984; with the facilities of Ghee Packing Unit. In 1985; the milk processing capacity was further expanded to 100000 kgs per day, with commissioning of a powder plant having capacity of 10MT per day.Mr. Ravindra Mathur; during his tenure from 1980 to 1998 as a Chief Executive Officer of the organization; had provided technically competent; successful and encouraging leadership; to the Panchamrut Team. Under his able leadership; the milk union observed three expansions of milk processing capacity at various stages; from 30,000 kgs per day to 200000 kgs per day with the establishment of a chilling Centre at Chopada (Lunawada) in 1994. With a view to increase the productivity of our milch animals; a Dairy Herd Improvement Programme Actions (DIPA) Field Progeny Testing Programme- was launched in 1993; in collaboration with Sabar & Baroda Milk Unions under the technical guidance of NDDB; which has proved very much useful and a plan for expanding same is being considered. The concept of Total Quality Management (TQM) was adopted by the Organization in 1996 which brought revolutionary changes in functioning of the organization. The organization then was accredited as conforming to the ISO 9001:2000 and HACCP International Standards; in the year 2000. Mr. Bhupendrasinh Solanki headed the organization between 1994 to 2009.Organization has registered a considerable growth during his tenure. Dr R.S. Patel; observed the responsibilities of Managing Director of the Organization between 1999 to 2010. The Organization observed lots of technological changes and expansion of the milk processing capacity to 4 lakhs kgs per day; with commissioning of State of art milk drying plant having the drying capacity of 15 MT per day. The Cattle Feed Factory also was established during the year 2002. The Milk Chilling Units at Limdi and Shivrajpur started functioning during this period only. Since October 2010, Mr. Jethabhai Bharvad (Ahir) and his team acquired the control of the organization. Shri Jethabhai has been representing Shahera constituency in the state assembly since 1993 and has been very popular as a dynamic leader. Dr.V.R.Jani took over the charge of Managing Director of the organization since June 2010. The organization has been maintaining the outstanding growth over the years.

2) Mission and vision:

We at Panchmahal Dairy pledge commitment for the upliftment of our member producers by continually putting tireless efforts through delighting our customers at all levels. We strive to achieve these goals through: Procuring excellent quality of Raw Milk, Ingredients, packing material etc. and processing in hygienic conditions to deliver excellent packed Milk and Milk products to customers. Continuous improvement in the quality of our processes, products and services. Development of dedicated and devoted workforce. Compliance of statutory and mandatory requirements. Adoption of high food safety standards. Communicating & made available quality & food safety policy on request to interested parties. We shall put all our efforts to be the best if not the biggest.

3) Governance / Management Structure:

A) ANAND patterns structure:

National Co-operative Dairy Federation of India (NCDFI)

State Co-operative Milk Marketing Federation (GCMMF)

District Co-operative Milk Union

Village Dairy Co-operative Society (VDCS)

Milk Producer/Villagers

B) Organization Structure:

BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGER

GENERAL MANAGER

MANAGER(Mktg)

Officer(ADM) AGM(P&D) I/C LCC AGM(Proc.)

Pur officer (Stores)

D.G.M. (PROD.) CFF

I/C

M.R. (QC)

AM (Eng.)

D.G.M. C.C.

I/C

Asst.off.

MGR (prod.)

I/C Esthe

Dy.Mgr./Eng.

Section section/C section I/c section I/C Section I/C (RMRD/ Milk process pouch Ghee Butter Dried Milk Products Flavored Chilling) Filling & Dispatch & Chhash (Powder) Milk

4) Product:

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5) GEOGRAPHICAL SPREAD OF FACILITIES Distrribution center and Parlaour:

Name of City Godhra Jhalod Garbada Dahod Limkheda Vejalpur Lunawada Limadi Kalol Halol Piplod Timba Road Santrampur Santroad Sukhsar Fatepur Dev.Baria Other

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FUNCTIONAL AREA

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1) Marketing Department: MARKETS AND MILK MARKETING:

Milk Marketing system The milk marketing system of panchmrut is very simple. They have tried their best to eliminate cost bearing multitier distribution system. They are appointing milk distribution agents directly under our control at our desired place. Milk is distributed to such 275 agents twice a day through thei hired vehicles. These distribution agents use the concept of home delivery and deliver milk house to house in morning and evening. Also they sell milk on the designated spot at the vicinity of the consumers. Agents are appointed after thorough investigation of their profile, area survey, and then after through a comprehensive contract, agency is offered. The fixed amount is also taken as a deposit for security against which the interest is paid. The deposit amount serves as the security fund and is paid back to the agent on completion of his contract with the interest. The union gives one-day credit to the milk distributors. They have to deposit the sales amount to the cash collection offices located at Dahod, Godhra, Lunawada, and Halol. Rests have to deposit the amount in the designated bank in our non-operative account, and finally tallied with bank statement. Market Coverage They have tried and succeeded in covering all most all urban areas within Panchmahal and Dahod districts. Also we have covered areas of nearby districts and neighboring states of Madhya Pradesh and Rajasthan. Market Share: Panchmahal are market leader in our area of operation as far as sale of our products are concerned. Their market share is more than 70%. No big competitor exists in the market, which shows the faith of our customers in our products and services. Marketing activities. As a part of our marketing activity, they are in continuous touch with the market and consumers. Time to Time various activities like new area surveys, consumers surveys, customers complaint redressal are done by our specially trained staff to know consumers expectations, needs and problems.
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The school students are exposed to the structure, quality of the products and the services of the organization during their study tours. The awareness programmes are also organized on request from the principals of the schools for the students, where our dairy experts visit different schools and try to educate the children regarding importance of milk consumption and how the pasteurized dairy milk is better than other locally available cheap loose milk. From time to time educational booklets, leaflets, banners, hoarding advertisements through the newspaper and magazines etc are done to make the consumers aware for healthy living.

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2) Production Depatment:

PRODUCTION / OPERATIONS: Milk Received & Check ( Sweet/Salt) Cleaning & Balance Check Heating Hold (15 or more second) Pachurization Cooling Storage Packaging

3) SUPPLY CHAIN AND LOGISTICS:

Production Plant Distributors 300 retail Outlets

morning

Regional Collection Center

evening

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1)Milk procurement:
Panchmahal dairy sources its requirements of liquid milk from dairy co-operatives & producer institutions. Milk is received from farmer co-operatives through insulated at 2 C temperature in orderto retain its freshness.

2)Milk distribution:
Tankers in the morning and in the evening bring in milk from the regional collection centers. After collection the same tanker are utilisied for the delivery of the processed milk to the distibutors. Panchmahal dairty has about 51 distibutors in the city of Anand each of the LAD (Local Area Distibutors) place their demand by raising an invoice one day in advance. The demand is also calculated using the demands the outlets place their orders accordingly. In order to satisfy immediate demand , 20 to 25 tankers provided with a buffer stock of 500 liters each day so that they can be mobilzed to cater the demand in an area. To co-ordinate its operations all the tankers are equipped with HAM radios.

Total Quality management:

With the establishment of World Trade Organization(WTO) on 1st January; 1995 the process of globalization has been set in motion. The world is becoming a single market place. It is imperative that we produce dairy products conforming to the international standards; at internationally competitive prices.To meet these challanges; the milk union had decided to adopt the Total Quality Management (TQM) concept.The Eicher Consultancy was hired for the

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implementation of TQM in the organization; under the guidance from Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd., in late 1995. The Appreciative inquiry was conducted in Oct.1996 with objective to learn and leverage the learning from the past successes for the future and to create a positive energy among the employees.The Appreciative Inquiry was aimed to know the facilitating & restraining factors for change and what had worked well in the organization. The critical mass of employees; supportive for change; was identified. Organization culture was shaped by storage; rituals and the symbols found in the organization Following the necessary board resolution and agreements; the top management personnel of the organization were imparted the training on TQM awareness. The similar programme was conducted for the middle level managers and line managers. To cascade the awareness and conceptual facts of programme; the Trainers Training Programme was conducted to train 20 employees. They then shouldered the responsibilities to train rest of the staff of the milk union. The vision Mission Workshop was coducted during June; 1999 to have the SWOT analysis of the organization; involving all . the Stakeholdes of the organization The successful implementation of Total Quality Management(TQM) has helped the Organization in delighting the internal and external customers by meeting their expectations on a continuous basis through everyone involved with the organization working on continuous improvement in all spheres, viz; products; services and processes alongwith proper problem solving methodology. Total Quality Management Concept encourages individual creativity. It has a tremendous impact on whatever is done internally to make the customer happy externally. Panchmrut Dairy has been accredited and sustaining compliance with the standards of ISO 90012000 and CODEX HACCP(Hazard Analysis and Critical Control Points) since 2000.

Management Information System: ( MIS )

The management Information System is the key dept. of our organization; uses various analytical softwares to workout. Monitor and plan the various functions of the organization. The comparative & comprehensive progress analysis of the various sections / departments and costing of various products / services are the main functions of MIS, which helps management in taking correct decisions at right time.

Marketing and Finished Product Strores:

Marketing & despatch department is equipped properly at each point of interface with other departments and with the help of computers efficiently carries out the despatch of milk & milk products, demand note preparation, sales invoice preparation, stock position, sales and related data are maintained and analysed using computers.
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Purchase & Inventory management:

In purchase & stores department all stock positions , inventory control, generation of indent, order placement, billing etc., is done through computer. Minimum & maximum quantity of all goods in stores is fixed & upon re-order level the computer automatically generates the indent of the said goods.

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3) Human Resource Department: HUMAN RESOURCE MANAGEMENT:

The Success of any organization depends upon personnel department of the organization. The organization may not achieve its goal without the physical and moral support of their employees. The milk union provides many facilities to its employees. It is also having a officer concerned with the matter of statutory and non statutory welfare & social provisions which are mentioned under the labour law.

A. WELFARE MEASURES
Canteen : The organization provide the well ventilated and adequate facility of canteen. Good quality nutritious food is provided on subsidized rates; round the clock. Rest room & change room : The well ventilated rest room & change room with sufficient facilities of bath; latrines, urinals etc are provided. The locker facility is also provided to all the shift employees. Comfortitle Work Atmosphere: The employees are provided all possible comforts at their workplace. Uniform : All the employees get their three pairs of uniform, every year. Laundry Facility: The free laundry facility is available to all the employees to maintain their uniform neat, clean & well pressed. Shoes,Safety Shoes & Protecting Clothings : Pairs of Shoes, Safety Shoes, Aprons, Overcoat and Woolen Coat are provided to specific employees based on their needs. Emergency Van & First Aid Box : The facility of an emergency van is made available for employees, round the clock. The first aid medicine box with required medicines and a trained person is also made available round the clock at Time Keeping Office. The organization has created , Medical Assistance Fund with a view to provide financial help to the employees, their family members, and the milk producer members of the member cooperative societies, for certain major diseases. The financial help is rendered upto Rs. 1 lakh; on decided norms. Shift Allowance : Those who are working in shifts, are provided the shift allowances. Education Allowances :: All the employees are given the education allowances Rs. 2400/- anum.

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Vehicle Facility : Vehicle Facilities are provided to the families of employees, those who are living in the quarters in the campus of dairy for the purchase of household items. The special vehicle arrangements are made for the schools & tuition purposes; free of cost. Vehicle Loan : The employees are provided the vehicle loan at low interest rates. To Managerial Staff Car Loan upto Rs. 2,00,000/To Officers Motorbike loan upto Rs. 30,000/To Workers Bicycle loan upto Rs. 2000/-. Festival Advance : Every employees are given Rs. 2500/- interest free festival advance at the time of Diwali. Housing Facility & Housing Loan : Housing Facilities are provided to the technical personnels in the dairy campus Housing Loan is also rendered to the employees as per their cadre; on low interest rates; as under. For A Category For B Category For C Category Upto Rs.2,50,000/Upto Rs. 1,25,000/Upto Rs. 1,25,000/-

Leave Travel Concession (LTC) : The facility of the LTC is provided to every employees for maximum 4 tickets once in a two years. Employees Co-op. Credit Society : Employees Co-op. Credit Society is established which offer attractive interest on deposits to employees. Monthly compulsory saving scheme is also there for the members; which encourages employees for saving. Loan facility is also available upto Rs. 50,000/- on reasonable interest rate. Cultural Activities : Cultural activities like Garba, Navratri Mahotsav, Celebration on Holi and Ganeshotsav are arranged during every year. Panchamrut Memento : Panchamrut Memento- 10 gm Silver coin engraved with organizations logo is given to the employees on retirement or completion of 25 years of service in the organization.

B. SOCIAL BENEFITS
Provident Fund Scheme: Employees Provident Fund Act was introduced by Central Government in 1952, in order to provide financial support to maintain the standard of living of employees after retirement and/or of his family after death. The minimum 10 years of service is required for getting the pension benefits under the scheme.
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The 12 % of the salary of employee is deducted from the salary for provident fund and the milk union adds 12 % of the salary to the P.F.Fund. Out of 24 % of total contribution, 8.33 % contribution is deposited in employees pension scheme.All employees are covered under the PF Scheme. Dairy has established Employees Provident Fund Trust. Super Annuation Scheme: The Milk Union has adopted the contributory Super Annuation Scheme with the LIC Employees Contribution 7.5 % and Employers Contribution 7.5 % of the basic + DA . Employees receive pension under this scheme; on Super Annuation . Group Insurance Scheme : The union introduced the Group Insurance Scheme for the benefit of employees. If employee dies during the service, the family members of the deceased employee will get the insurance benefit of maximum Rs. 3,00,000/- depending upon the length of service & salary of deceased person. Workman Compensation (W.C.) Policy : During the course of services and out the course of services, if an employee is met with an accident, he will get the medical expenses as well as other compensation under the scheme. Group Personal Accident : Those who are not covered under the W.C. Policy, dairy has arranged for the insurance policy from the insurance company for the accidental benefits for the employees. Group Gratuity Scheme : The Milk Union has arranged for the policy from LIC of India to offer more benefits under the scheme to the employees. If employee dies during the service before the age of Super Annuation, his dependant will get the 100 % amount of gratuity. Employee get the gratuity @ 20 days for every completed year of his/her service instead of 15 days gratuity as per the provision of the Act. Rahem Rahe Service: If employee dies during the course of services, his/her legal heir will be appointed in the service of organization depending upon his/her qualification.

C. EMPLOYEES SKILL DEVELOPMENT PROGRAMME

Depending upon the need of the employee, the milk union is arranging different training programmes for their ease in working/performing a task. Every year, all departmental heads identify the training needs of their employees depending upon their performance. After identification of training need, milk union is arranging the inhouse/external training programmes for the concern employees to meet their required skill. The employees are deputed for attending technical seminars; workshops and conferences at various places in the country and abroad; regularly; to help them to get exposures on the latest development in their respective fields.
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4) FINANCE AND ACCOUNTS:

The whole Accounting System of the organization is computerized with the latest multi user version of Tally 7.2. TDS & TCS certificate are prepared with e-TDS software that is made as per the central government rule and regulation. We have a huge set up for the transportation of variety of materials including milk procurement and and distribution on contract basis The payment of all these hire routes vehicles are made through in-house developed software. We are selling our product to GCMMF, the billing of selling material is generated in our Tally based sales system and the same data is sent to GCMMGs web enable software named Web EIAS.

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DECISION MAKING

23

In Panchamrut Dairy they will take decision on Daily basis. The different department team decide the goal or target and with the help of information they will take decision. The decision will be taken by the high authority person and its team member. Strtegic decision areas and decision making process of Panchmrut Dairy: To use of the latest Information Technology for overall upliftment of stake holders of the organization For variety of MIS reports for efficient, effective and timely decision making To avoid duplication of data, saving of man power and more accuracy in data. Transparency of business to the village society To provide the best quality of the products to our customers in time Immediate resolvement of internal and external customer complaints Timely payment to farmers, retailers and vendors Reduction in inventory cost

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MY LEARNING FROM THE STUDY OF ORGANISATION

25

In the intership training in the PANCMAHAL DISTRICT CO-OPERATIVE MILK PRODUCER UNION LTD, I have learn that howto work with the members cooperatively. Get the knowledge about distibution management, how to deal with retailers and customers.The trainee has treat me very well and learned how to talk with upper level class people and how to behave in organization, how to handle any situation lightly in any condition and how to take decision to handle or solve the problem. Importance of personality, skills, knowledge Get Practical knowledge Practical work on computer Importance of Communication at industry level The environment of organization Be a hard worker Experience in field work.

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OVERVIEW OF THE PROJECT

27

 SCOPE OF THE STUDY:

The project was done with the limit of 70 respondents of a particular area which can be further extended to more respondents from other areas or other cities. The same time project was considered with certain factors in relationship to the retailer satisfaction which can be further studied in details considering the other dimensions also.

OBJECTIVES OF THE STUDY:

To study the retailer satisfaction level for the Panchmahal Dairy. To know the awareness level of various services provided by Panchmahal Dairy among retailers. To suggest any measures to improve the system of marketing in present situation.

LIMITATIONS THE STUDY:

The time period of research was restricted to 45 days. The research find was applied in only Godhra, Lunawada, Dahod, Santrampur & Halol city. The different views and opinions provided by the respondents were subjected to personal bias. The respondents may not be true in filling up the questionnaire. The study was only confined to 70 respondents. The reliability of data may not be dependable.

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VARIABLES:
DEPENDENT VARIABLE Retailer Decision Purchase Quality Brand Price Availability Profit margin / Commission Packaging Promotional scheme Transportation facility INDEPENDENT VARIABLE

CONCEPTUAL DEFINITION
1. QUALITY
In manufacturing a measure of excellence or state of being free from defect. Deficiencies, and significant variation, brought about by the strict and consistent adherence to measurable and verify standard to achieve uniformity of output that satisfy specific customer or user requirement.

2. BRAND:
Brand is a set of perception and images that represent a company product or service. While many people refer to a brand as a logo, tag, line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or expected.

3. PRICE:

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Price is the value that will purchase quality,. weight, or other measure of goods or service.

4. AVAIBILITY:
Availability in the sense of available useful works see energy for availability as a cognitive bias, see availability as a form of cognitive bias see availability heuristic.

5. PACKEGING:
Processes and materials employed to contain, handle, protect, and/or transport an article. Role of packaging is broadening and may include functions such as to attract attention, assist in promotion, provide machine identification (barcodes, etc.), impart essential or additional information, and help in utilization.

6. PROFIT MARGIN / COMMISSION:

Ratio of profit after taxes to cost-of-sales, often expressed as a percentage. It is one of the measures of the profitability of a firm, and an indicator of its cost structure

7 .PROMOTIONAL SCHEME:
Promotional scheme in which participants compete for prizes by accomplishing something that requires skill. Although no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens are often required to accompany each entry. Like refrigerator provide for cooling milk.

8. TRANSPORTATION FACILITY:
Any device used to move an item from one location to another. Common forms of transportation include planes, trains, automobiles, and other two-wheel devices such as bikes or motorcycles.

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RESEARCH

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RESEARCH METHODOLOGY:
Research methodology is a systematic way to solve research problem, it may be understood as a science of studying how research is done systematically. This includes geographical area covered, period of study, research design, method of data collection, research instrument and sampling design.

RESEARCH DESIGN:
Descriptive research design is used in this study.

GEOGRAPHICAL AREA:
The study was carried out in Panchmahal dairy, Godhra.

PERIOD OF STUDY:
The period of study is 2nd May 2013 to 30th June 2013.

SAMPLING UNIT:
The sampling units are the retailers who are use Milk of Panchmahal Dairy.

SAMPLING SIZE:
This study was conducted with a sample size of 70 respondents.

SAMPLING METHOD:
The sampling method indicates how the samples are selected from the universe. The research has adopted convenience sampling for research. Convenience sampling is a method under non probability sampling. The research selected the respondents based on his convenience.

DATA COLLECTION METHOD:

Data collection is an act of collecting relevant and adequate data required for the research from sample size.

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PRIMARY DATA:
It acts as the main source and was collected through questionnaire.

SECONDARY DATA:
Its collected from the net for industry profile and company profile.

RESEARCH INSTRUMENTS:
For data collection, structured undisguised questionnaire schedule was framed. Direct personal interview method was used for collecting information the respondents through questionnaire.

TOOLS FOR ANALYSIS: Simple Percentage Analysis. MS excel Questionnaire

SIMPLE PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio used to describe relationships.

Percentage = class frequency / total frequency X 100 HYPOTHESIS:

Hypothesis is a tentative and declarative statement formulated to be tested describing a relationship between two attributes. The research should state the null hypothesis (the hypothesis to be tested) in such a way that its rejection leads to the acceptances of the alternatives hypothesis. Ho: Retailer are satisfied. H1: Retailer are not satisfied.

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DATA ANALYSIS & INTERPRETATIONS

34

For how long have you been a retailer for Panchamrut Dairy? The table shows the response to the question,

Table 1)
Particulars More than 2 Years More than 5 years 5 years to 10 years Total Respondents 19 30 14 70 Percentage 27 43 20 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 27%of respondents that respond more than 2 years, 43 % of respondents respond that more than 5 years and 20 % of respondents respond that 5 years to 10 years.

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Chart 1)
Following chart showing, for how long have you been a retailer for Panchamrut Dairy?

50

45

40

35

30

25

20

15

10

0 MORE THAN 2 MORE THAN 5 5 TO 10

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Which of the marketing facility will be useful to retailers and his/her business? The table shows the response to the question,

Table 2)

Particulars Advertisement Customer awareness Prices/gifts Information about the products Total

Respondents 64 60 66 60 70

Percentage 91 86 94 86 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 91%of respondents that respond advertisement, 86% of respondents respond that customers awareness, 94% of respondents responds that prices/gifts and 86% of respondents respond that information about the products.

37

Chart 2)
Following chart showing, which of the marketing facility will be useful to retailers and his/her business?

96

94

92

90

88

Series 1

86

84

82 advertisement customer awareness prices/gifts information about the product

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Which of the Panchamrut product sales will higher than the milk? The table shows the response to the question,

Table 3)

Particulars Panchamrut ghee Goras chass Jeera chass Panchamrut Dahi Total

Respondents 4 60 4 0 70

Percentage 6 86 6 0 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that6% of respondents that responds the Panchamrut ghee, 86% of respondents respond that the Goras chass, 6% of respondents responds that the Jeera chass and 0% of respondents respond that the Panchamrut Dahi sales will higher then milk.

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Chart 3)
The title shows the response to the question, which of the Panchamrut product sales will higher than the milk?

100 90 80 70 60 50 40 30 20 10 0 panchamrut ghee goras chass jeera chass panchamrut dahi

Series 1

40

In which format do the retailer needs change immediately? The table shows the response to the question,

Table 4)

Particulars Time to time delivery Regular visit of group member Quality of product Clarity of fat Total

Respondents 64 6 6 66 70

Percentage 91 9 9 94 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 91% of retailers would want to see a time to time delivery, 9% respondents respond that the regular visit of the group member, 9% of respondents responds that the quality of product and 94% of respondents respond that the quality of clarity of fat.

41

Chart 4)
Following chart showing, in which format retailer needs change immediately
100 90 80 70 60 50 Series 1 40 30 20 10 0 time to time delivery regular visit of member quality of product clarity of fat

42

Do you consider milk center of other dairy is a competition? The table shows the response to the question

Table 5)

Particulars Yes No Total

Respondents 16 56 70

Percentage 23 80 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 23% of respondents that respond the yesand 80% of respondents respond that no.

43

Chart 5)
The title shows the response to the question; do you consider milk center of other dairy is a competition?

90 80 70 60 50 40 30 20 10 0 yes no Series 1

44

Types of complaint came from the customer regularly? The table shows the response to the question,

Table 6)

Particulars Quality of milk Packaging of milk Old milk came Smell came from milk Other complaints Total

Respondents 36 56 4 14 16 70

Percentage 51 66 6 20 23 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that51% of respondents that responds quality of milk,66% of respondents respond that packaging of milk, 6% of respondents responds that old milk came,20% of respondents responds that smell came from the milk and 23% of respondents respond that other complaints.

45

Chart 6)
Following chart showing, types of complaint came from the customer regularly

70

60

50

40

Series 1 30

20

10

0 quality of milk pacakaging of milk old milk came smell came from other complaint milk

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Communication and connectivity with dairy member? The table shows the response to the question,

Table 7)

Particulars Any time Difficult In which time its difficult to communicate with dairy member More time taken Total

Respondents 70 0 0 70

Percentage 100 0 0 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that100% of respondents that responds any time to communicate and connect with dairy member, 0% of respondents respond thatits difficult and 0% of respondents respond that more time taken to connect and communicate.

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Chart 7)
Following chart showing, communication and connectivity with dairy member

120

100

80

60

Series 1

40

20

0 anytime to connect difficult more time taken

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How much times milk came late? The table shows the response to the question,

Table 8)

Particulars Once in month One time in 15 days One time in a week Every 2nd day Total

Respondents 16 62 60 64 70

Percentage 23 89 86 91 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 23% of respondents that responds that once in month, 89% of respondents respond that one time in 15 days, 86% of respondents responds that one time in a week and 91% of respondents respond that every 2nd day milk came late.

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Chart 8)
Following chart showing, how much times milk came late

100 90 80 70 60 50 40 30 20 10 0 once in month one time in 15 days one time in week every 2nd day

Series 1

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Why customers purchase loose milk? The table shows the response to the question,

Table 9)

Particulars Less price Easily available Fresh / qualitative Get in credit Other reason Total

Respondents 64 62 2 60 2 70

Percentage 91 86 3 86 3 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that91% of a respondent that responds fewer prices,86% of respondents respond that easily available, 3% of respondents respond that fresh/ qualitative 86% of respondents that responds get in credit and 3% of respondents respond that other reason to customer purchase loose milk.

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Chart 9)
Following chart showing, why customer purchase loose milk

100

90

80

70

60

50

Series 1

40

30

20

10

0 less price easily avaliable fresh/ qualitative get in credit other reason

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The quality of milk cooling when its received? The table shows the response to the question,

Table 10)

Particulars Chill Cool Average Less Total

Respondents 0 60 60 2 70

Percentage 0 86 86 3 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that0% of respondents that responds chill, 86% of respondents respond that cool, 86% of respondents respond that average and 3% of respondents respond that less when the milk received.

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Chart 10)
Following chart showing, the quality of milk cooling when its received?

100 90 80 70 60 50 40 30 20 10 0 chill cool average less

Series 1

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The quantity of milk leakages when its received? The table shows the response to the question,

Table 11)

Particulars 1 to 3% 4 to 10% Less than 1 % More than 10% Total

Respondents 10 2 56 4 70

Percentage 14 3 66 6 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 14% of respondents that responds 1 to 3%, 3% of respondents respond that 4 to 10%, 66% of respondents responds that less than 1% and 6% of respondents respond that more than 10% quantity of leakage when its received.

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Title 11)
The title showing respondents, the quantity of milk leakages when its received?

70

60

50

40 Series 1 30

20

10

0 1 to 3 % 4 to 10% less then 1% more then 10%

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Visit of any dairy member or center chairmen meeting? The title shows the response to the question,

Table 12)

Particulars Before 1 month Before 2 month Before 3 month Before 6 month Total

Respondents 0 2 4 58 70

Percentage 0 3 6 83 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that0% of respondents that responds before 1 month, 3% of respondents respond that before 2 month, 6% of respondents respond that before 3 months and 83% of respondents respond that before 6 months the meeting of dairy member or chairmen.

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Chart 12)
Following chart showing, visit of any dairy member or center chairmen meeting

90

80

70

60

50 Column1 40

30

20

10

0 before 1 month before 2 month before 3 month before 6 month

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Title13)
In your opinion, duration between the meetings of dairy member or center chairmen? Sources: primary data

Interpretation:
29% retailer responds that once in month, 62% retailer responds that every 4 or 5 month arrange the meeting of dairy member or chairmen.

Chart 13)
Following chart showing, duration between the meetings of dairy member or center chairmen?
70

60

50

40 Series 1 30

20

10

0 once in month every 4 or 5 month

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How they will handle complaints of customers regarding goods/ services? The table shows the response to the question,

Table 14)

Particulars Get the complaint of customers in writing Call the customer later Give the phone no. of dairy member Change the products Total

Respondents 38 48 58 8 70

Percentage 54 69 83 11 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that54% of respondents that responds get the complaints in writing, 69% of respondents respond that call the customer later, 83% of respondents responds that give the phone number of dairy member and 11% of respondents respond that change the product of customer when they getting complaint.

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Chart 14)
Following chart showing, how they will handle complaints of customers regarding goods/ services

90

80

70

60

50

40

Series 1

30

20

10

0 complaint in writing call later give the phone no.of dairy member change product

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Title 15)
According to you, what kind of help retailer needs to increase the business? Sources: primary data

Interpretation:

Most Retailer suggest that, 1) Increase commission. 2) Time to time delivery.

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Retailers are happy from the services provided by dairy? The title shows the response to the question,

Table16)

Particulars Yes No Why.. Total

Respondents 24 40 70

Percentage 37 57 100

Sources: primary data Respondents have given more than one choice.

Interpretation:
From the above data we can analyses that 37% of respondents that responds and 57% of respondents respond that. They are not satisfied from lower commission and late delivery of the product.

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Chart 16) Following chart showing, retailers are happy from the services provided by dairy

60

50

40

30

Series 1

20

10

0 yes no

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FINDINGS

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1) 43% of respondents respond that more than 5 years they have been regular member of Panchamrut Dairy. 2) 94% of respondents respond that price and gifts will promote retailers and his/her business. 3) 86% of respondents respond that Goras chass sales will higher after the milk 4) 94% of respondents respond that immediate need of change in clarity of Fat. 5) 80% of respondents respond that there is no competition between other dairys milk centers. 6) 66% of respondents respond that the packaging of the product isnt good and its complaints came many times from the customers. 7) 100% of respondents respond that its easy to communicate and connect with the dairy members easily and any time. 8) 91% of respondents respond that every second day milk will came late. 9) 91% of respondents respond that customer purchase loose milk because it has fewer prices. 10) 86% of respondents respond that when they receive milk it will be cool and average in cooling. 11) 66% of respondents respond that the leakage in the product when its received is less than 1%. 12) 83% of respondents respond that they will go in dairy meeting or central chairmen meeting before 6 months. 13) 76% of respondents respond that the duration of center chairmen dairy meeting every 4-5 months. 14) 83% of respondents respond that when they receive complaint of the product or services then they will give the number of dairy member. 15) To increase the business, retailer needs higher commission and time to time delivery. 16) 60% of the respondents respond that they are not satisfied with the services provided by the dairy because they will provide less commission and late delivery.

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RECOMMENDATIONS & SUGGESTION

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The level of other advertisement can be increased, like advertisement in public places. The product can be marketed more in rural area. Increasing the size of Amul parlous so sales will increase. Retailer and Customer services of milk can be improved more. Customers can be motivated to buy the product by giving more services. Awareness of product can be increased by giving programmer for general public. Make time to time delivery, better packaging and provide adequate commission.

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CONCLUSIONS

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From various respondents the researcher has gathered lot of informations about Panchamrut milks buying behavior. It has good reputations among the customers so it can be extended to supply rural also that gives a positive stand to further strengthen its position. We can differentiate that modern business leadership does have to deal with question if social responsibility of through the next 25 years all being major social changes business should perform terms in skill ability because its generated for changes.

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BIBLIOGRAPHY

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Book Reference: By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Mithieshwar Zha, Marketing Management (12th Edition), Pearson Education Ltd.

Web References www.panchamrutdairy.org www.AMUL.com www.NDDB.org www.INDAIRYASSO.org www.SUMUL.com

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QUESTIONNAIR

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1) For how long have you been a retailer for Panchamrut Dairy? a) More than 2 years b) More than 5 years c) 5 years to 10 years 2) Which of the marketing facility will be useful to retailers and his/her business? a) Advertisement b) Customer awareness c) Prices/gifts d) Information about the products 3) In which format do the retailer needs change immediately? a) Time to time delivery b) Regular visit of group member c) Quality of product d) Clarity of fat 4) Which of the Panchamrut product sales will higher than the milk? a) Panchamrut ghee b) Goras chass c) Jeera chass d) Panchamrut Dahi 5) Do you consider milk center of other dairy is a competition? a) Yes b) No 6) Which types of complaint came from the customer regularly? a) Quality of milk b) Packaging of milk c) Old milk came d) Smell came from milk
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e) Other complaints 7) Give the details about communication and connectivity with dairy member? a) Any time b) Difficult In which time its difficult to communicate with dairy member.. c) More time taken 8) How many times milk came late? a) Once in month b) One time in 15 days c) One time in a week d) Every 2nd day 9) Why customer purchases loose cheap milk? a) Less price b) Easily available c) Fresh / qualitative d) Get in credit e) Other reason 10) The quality of milk cooling when its received? a) Chill b) Cool c) Average d) Less 11) The quantity of milk leakages when its received? a) 1 to 3% b) 4 to 10% c) Less than 1 % d) More than 10%
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12) Have you ever visited any dairy member or center chairmen meeting? a) Before 1 month b) Before 2 month c) Before 3 month d) Before 6 month 13) According to you, Duration between the meetings of dairy member or center chairmen? . 14) How you will handle complaints of customers regarding goods/ services? a) Get the complaint of customers in writing b) Call the customer later c) Give the phone no. of dairy member d) Change the products 15) In your opinion, what kind of help retailer needs to increase the business? 16) Retailers are happy from the services provided by dairy? a) Yes b) No, Why..

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