Project Essay

4780 Words Nov 5th, 2013 20 Pages
“Study on the Penetration of „Amul kool milk‟ beverages product in the retail outlets of Cochin as well as the factors that Influence the Stocking Decision of these products”

SUMMER PROJECT Submitted to RAJAGIRI SCHOOL OF MANAGEMENT In partial fulfillment of the requirement of the award of the MASTERS DEGREE IN BUSINESS ADMINISTRATION
(2007-2009)

By
RAHUL RAJ Register No. 5355

RAJAGIRI SCHOOL OF MANAGEMENT
RAJAIRI COLLEGE OF SOCIAL SCIENCES
RAJAGIRI VALLEY PO KOCHI - 682039

DECLARATION

I hereby declare that the report titled “A Study of the Retail Penetration of Amul products in Cochin” is a bonafide record of the summer project done by me for Amul INDIA

LTD, Cochin during the period April-May 2008 as part of my MBA
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TABLE OF CONTENTS

Sl.No
1

CONTENTS
Executive Summary

Page No
5

2 Industry Profile 3 Company Profile 4 Research Methodology 5 Data Analysis 6 Findings 7 Recommendation 8 Bibliography
9 34 35 32 30 15 11 9 6

Appendix

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EXECUTIVE SUMMARY
This project was undertaken with the objective of penetration of kool milk product in the outlet levels. It also looked into the different factor of stocking decision to the product in the retail outlets . The study was conducted at Amul India Ltd, Cochin branch. The retailer‟s preference was studied through using questionnaire.

A sample size of 60 respondents was taken for the study, whose responses were studied and interpreted .The sampling design was used convenience sampling. The process of analysis was done through excel work sheets, frequency table, percentage analysis etc.

It was found that due to low consumption of milk, there is no more awareness of milk product here It was the major cause to the low sell of kool milk product. Like that penetration level in the outlet of milk product was low. To the consider of stocking decision of product in retail outlet, Trust of the company was the first preference of the retailers then credit on the product.

Finally the whole study of the research work , the company needs the effective advertisement of the product in the local

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