1.

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
The project entitled, Study and Analyse Retailers Feedback about Chitale Milk
Products in Mumbai Region

The research problem is that, many companies are aiming for high satisfaction because
high satisfaction creates an emotional bond with the brand. Hence an attempt has been
made to identify the customer attitude and satisfaction of Chitale Milk Products in
Mumbai. The research objective was to find out retailer feedback about Chitale Milk
products in Mumbai, Maharashtra.

This project has a wide scope that it provides important information to the company
through which the company can understand the demand of product in the market,
market value of product, problems faced by the retailers and their satisfaction level.
The company can take several important decisions with the help of this information.

This project has several limitations such as it is limited to the few retailers in Mumbai
(Bandra, Santacruz, Vileparle, Andheri, Jogeshwari), then sample size of it is also
restricted to 300 retailers only, some of the respondents hesitate to give the information,
then the time limitations etc.

The research methodology used for this project is descriptive as it includes surveys &
fact finding enquiries of different kinds. The primary data collection method is used for
it through observation or direct communication with respondents in one form or
through personal interviews. The simple Convenience research sampling is used for it
is also .The sample unit of the study was the various retailers (Grocery shops, Kirana

shop, Sweet home etc.) in Mumbai. The sample size is 300 retailers used for data
analysis. The scaling technique used for this project is Nominal Scaling Technique.
The main objective of the project report is to know retailers feedback about Chitale
Milk product. Is followed data analysis and its interpretation. Finding and suggestions
are also given on the same.

Finally I have concluded that, majority of the customers are satisfied with the company
because of its good quality, reputation, easy, availabilities. Some retailers are not
satisfied with it, because of high price, lack of information, services, many other
facilities etc. therefore, the slight modification in the marketing program should be
made such as promotional programs, product lines transportation facilities, other
services etc., definitely company can be as a monopoly and strong market leader.

2.

INTRODUCTION

Introduction
The research objective was to Study and Analyse retailers feedback about Chitale Milk
product in Mumbai region, Maharashtra. Feedback is taken from various retailers using
questionnaires which involve the questions regarding, customer requirement & finding
new retailers for the company and customer satisfaction level towards Chitale Dairy

Customer satisfaction is defined in general; satisfaction is a person feeling of pleasure

or disappointed resulting from comparing a product / services perceived performance in
relation to his or her expectation.
So, In order to plan retail coverage we map out the positions of CHITALE, and
competitors outlets. This project was carried out in MUMBAI city. For analyzing and
presenting information that is tied to geographical location, we divided the city in
different wards. By Feedback with spatial distribution retailers outlets, competitors
outlets and the density of others in an area, we identify unexplored area and plan
location outlets to increase its market penetration. Using such research we can ascertain
the quality and depth of retail penetration in specific area.
Need of Study:-

Managers are always curious about the position of their companys products in the
market which largely depend upon the companys goodwill, and the position of their
brand. In order to maximize the sale and profit, company must deliver outstanding
satisfaction to the retailers, wholesaler & customers. So market survey of retailers,
wholesalers & customers, chart out the position of the company as compared to the
competitors. It helps the organization to find out the brand being sold most by the
retailers along with their stocking and also consumer buying preferences.

Statement of the Problem:Many companies are aiming for high satisfaction because retailers who are just satisfied
still it find it easy to switch when better offer comes along. Those who are highly
satisfied are much less ready to switch. High satisfaction creates an emotional bond
with the brand not just a rational preference. The result is highly customer loyalty.
Hence an attempt has been made to identify the customer attitude and satisfaction of
Chitale Dairy in Mumbai.

3. COMPANY PROFILE

M/s. B. G. Chitale, Chitale

Dairy

Address:Chitale Dairy, Bhilwadi Station,

Tal. Palus, Dist. Sangli -416303, Maharashtra, India
Tel: + (91)-(2346)-233112
Fax: + (91)-(2346)-233111
Email: info@chitaledairy.com

History:-

Life Begins with milk

Chitale Dairy establishment at Bhilwadi, a quaint little village in Maharashtra about
230 Kilometers from Pune. It was 1939 a visionary, Bhaskar Ganesh Chitale had the
foresight and a burning ambition to succeed in Dairy Industry and so, he established the
Chitale Dairy Farm, starting on a small scale, drawing milk manually, pasteurizing it
mechanically and supplying it locally.
Today, Chitales is the name to reckon with in the dairy sector. Systematic
Organization, Methodical Planning and Forecasting have been the key words here.

It has been our belief that Dairy farming can be converted into an industry, and not
restricted to small units in villages. The dairy farmers have to be kept updated with all
the technological advances in dairy farming and helped with the choice of the right
breed of buffaloes to give an enhanced milk yield. Studies conducted by the Dairy
clearly emphasized the need for high merit pedigreed bulls, for production
performance. And today we have established Asias Ultra Modern Buffalo Research &
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Development farm, Nursery for Calf Breeding Frozen Semen Laboratory, Blood Profile
& Pathogenic Lab.
Installed with automatic feeding stations, The Buffalo Farm is a feather in Chitales cap
and a pioneering effort in the dairy

Mission:-

Achieve sustained growth.

Understanding customer needs and protecting their interests to build lifelong

relationships and brand loyalty.
Development of indigenous products, constant research, innovative planning and
processes, adaptive technologies and optimal resource utilization.
Stay at the forefront of technology and management through scientific innovation and
creative Management approaches.

Quality & Food Safety Policy

We are committed to continual improvement through review and up-gradation of our

quality management and food safety systems based on ISO 9001:2000 and HACCP,
assuring consistent conformance to customers expectations, and meeting applicable
requirements.
Our Mutually beneficial relationships with farmers through education and need based
training leads to better quality milk.
We consistently produce quality, safe milk & milk products through hygienic and

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controlled processing and modern technologies, with quality checks from R.M.R.D.
till Dispatch Dock
Quality & Food Safety Objectives.

To increase customer satisfaction by reducing the instances of pilferages in Liquid Milk

pouches.
Increase in procurement of Raw Milk from average monthly procurement of last year
2003-04 to current year 2004-05 by 10 %.
To modify/ develop new product/ process as per customer expectation and market
requirements/ trends at least one per year for improving Quality & Safety of product.
Reduce the cost of production of various products.

Vision:-

In order to get a high yield and fat rich milk in both, Buffalos and cows, high pedigreed
Bulls are reared. Modern Semen Laboratory is established for this very purpose, and
semen from pedigreed buffalo & cow bulls is stored here by freezing it under liquid
nitrogen. Again we have stuck to our tradition of sharing technological advances with
our farmers. Our laboratory has achieved record of sorts
-

Exotic breeds of buffaloes.

Storage capacity of six hundred thousand doses of frozen semen
About One lakh eighty four thousand artificial inseminations conducted till end

of 2004.
Success rate of 43.55 % in Buffalos achieved, in these inseminations.

Research over years and implementation of complete Heard Management System has
proved beneficial, resulting in substantial rise in milk yield in Buffalo Farm, which is
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around 2500 liters per buffalo per lactation, as compared to national average of 800 to
1000 liters per buffalo per lactation.

High pedigree buffaloes like Murha and Mehasana have been distributed to farmers at
subsidized rates. A total subsidy to the tune of One million US dollars has so far been
extended to these farmers. This has seen establishment of satellite farms. A concept
mooted by us and promoted to the farmers, Satellite farms enable farmers to utilize the
milking parlor system and other advance dairy technologies. Thus ensuring correct and
hygienic dairy practices. This has definitely resulted in an increased quality milk yield.

About 50,000 farmers bring in Milk at various collection centers located at around 100
km periphery. which is then brought in at Raw Milk Reception Dock in the central
Dairy. Here it under goes all platform tests, weighed, tested impartially by Random
Number generation and analyzed for its fat content. The payment is made as per the
quality of Milk Supplied.

Chitale Group:Chitale Dairy is a part of the large, diversified and prestigious Chitale Group. Apart
from the milk and dairy products business which is the foundation of the food products
business, the Group is into digital services and agro businesses.
Various companies and firms look after the diversified interests of the Group. These
are:

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B. G. Chitale (Chitale Dairy)

Chitale Bandhu Mithaiwale

Chitale Foods

Chitale Agro Industries Pvt. Ltd.

Chitale Digitals

Each of these businesses has its own separate production, marketing and distribution
network. While using this network, the dairy, food and the agro industries businesses
also efficiently put to use their internal synergies to minimize costs and adhere to strict
and high quality of products

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Organizational chart:-

BOARD OF DIRECTORS

CHAIRMAN

MANAGING DIRECTOR

DAIRY

SECRE

MANAGER
PERSONNEL

FINANCE

MANAGER

MARKETING

MANAGER

PURCHASE

QUALITY

MANAGER

MANAGER

CATTLE FEED
DIVISION MANAGER

-TARY

MANAGER
BRANCH
MANAGER

PROCURMENT
MANAGER
QULLITY CONTROL

R &D OFFICER

CHEMIST

LAB.TECHNICIAN

MICROBIOLOGIST

LAB.TECHNICIAN

LAB.TECHNICIAN

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LAB.TECHNICIAN

Distribution network:Most producers work with marketing intermediaries to bring their products to market.
The marketing intermediaries make up a marketing channel also called distribution
channel. Distribution channels are sets of interdependent organizations involved in the
process of making a product or service available for use or consumption.

The Head Office of Chitale is located at Bhilwadi. The entire market is divided in 2
zones. The zonal offices are located at Mumbai, Pune. Moreover there are 5 Super
stockiest located at Mumbai and 13 Distributor located in Pune.

A zero level of channel also called a direct marketing channel consists of a

manufacturer selling directly to the final customers. A one level channel; contains one
selling intermediary such as retailer to the final customers. A two level channel two
intermediaries are typically wholesaler and retailer. A three level channel are typically
wholesaler, retailer and jobber in between.

Chitale Dairy has an excellent distribution. It is its distribution channel, which has
made it so popular. Chitale products like milk and milk products are perishable. It
becomes that much important for them to have a good distribution.

The Distribution Network

CHITALE DAIRY

Super Stockiest
Distributor
Retailers

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Consumers

Corporate philosophy:To become leaders in the Indian Dairy Industry, while retaining our Indian traditions
and family values.

Be the first choice for consumers.

Give our customers value for money. This will be through improvement in technologies
used in our Dairy, thus enhancing the quality of our raw material, our internal
processes, and the competency of our people.

Productivity enhancement of animals through genetic development programs whereby

the farmers too will be benefited.
Provide our customers with the cleanest and healthiest milk, for which the focus on
nutrition starts from the animals themselves, thus leading to more nutritional milk and
milk products.
From farming to pharmaBroaden the natural functional applications of milk and milk
products, by targeting medicinal, organoleptic, and other pharmaceutical and the
rapeutical functional values.

Seamless flow of data from the plant floor to the board room, facilitating informed and
immediate decision making. Transformation of this data into useful domain knowledge,
and sharing the domain knowledge obtained back with the plant floor, for
Employee development.

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Preserve and showcase our agricultural heritage, and protect local economic interests
including the development and education of our rural communities.

Maintain sensitivity to environment:-

Be a preferred employer in our field, and provide an environment that challenges our
employees to learn, grow and prosper in an atmosphere of respect and recognition. Our
employees will be proud to be a part of the Chitale family

Research and Development:We have always endeavored to increase yield and sales. We firmly believe that dairy
farming can be converted into an industry and not restricted to small units in villages.
And we practice what we believe.
The dairy farmers are updated with technological advances in dairy farming taking
place the world-over. They are also helped in selecting the right breed of animals for
better milk yield.
Buffalo Mother Farm
Animal Patho Lab
Frozen Semen Lab
Milk Parlour
Satellite Farms

Development Activities:-

A subsidy to the tune of Rupees 20 million has already been made available to the
farmers for the purpose.

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A charitable trust has been formed for the development of dairy farming techniques in
rural areas. The dairy will provide all technical assistance and bear 25% of the cost

News and Events:Our emphasis on 'a healthy way of living' has been appreciated time and again and is
further underlined in the many awards and recognitions that have come our way:
Chitale Dairy, with a strong Quality and Food Safety Management System has
achieved certification of ISO 9001-2000, H.A.C.C.P. and is in process of obtaining
certification for Environmental Management System, ISO 14001 and An N.A.B.L.
Accreditation for Semen Lab.

NATIONAL PRODUCTIVITY AWARDS

1993-94

1994-95

1998-99

2002-03
CERTIFICATES

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ISO 9001:2000 Certification

HACCP Certification

1. Curd:Product Name
Raw materials
and ingredients
used

Packed Dahi
Pasteurized Toned milk
(Standardized milk), Vat set
culture / Freeze Dried
Culture.
General product White in Color, Firm solid
Specifications
and uniform.Free from gas
(appearance
holes & free water & whey
etc.)
separation.
Taste: Clean acid taste
Flavor: Pleasing flavor
Odour: Some what
Aromatic

Pack

Texture: Firm solid and

uniform with negligible whey
separation
400 g

Product Name
Raw materials
and ingredients
used

Packed Dahi
Pasteurized Toned milk
(Standardized milk), Vat set
culture / Freeze Dried
Culture.
General product White in Color, Firm solid
Specifications
and uniform.Free from gas
(appearance
holes & free water & whey
etc.)
separation.
Taste: Clean acid taste
Flavor: Pleasing flavor
Odour: Some what
Aromatic

Pack

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Texture: Firm solid and

uniform with negligible whey
separation
200 g

2.

Ghee:-

3. Shrikhand:-

Product Name
Raw materials and
ingredients used
General product
Specifications
(appearance etc.)
Pack

Shrikhand Keshar
Chakka, Sugar & Keshar

Product Name
Raw materials and
ingredients used
General product
Specifications
(appearance etc.)
Pack

Shrikhand Elichi
Chakka, Sugar, Elichi & Salt

Product Name
Raw materials and
ingredients used
General product
Specifications
(appearance etc.)
Pack

Shrikhand Badampista
Chakka, Sugar, Badampista, Salt &
Nutmeg
White in colour

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Pale Yellow shade

100 g, 250 g, 500 g,

1 kg & 5 kg

White in colour

100 g, 250 g, 500 g,

1 kg & 5 kg

100 g, 250 g, 500 g,

1 kg & 5 kg

Product Name
Raw materials and
ingredients used
General product
Specifications
(appearance etc.)
Pack

Amrakhand
Chakka, Sugar & Alphanso Mango Pulp
Orange Yellow Colour

100 g, 250 g, 500 g,

1 kg & 5 kg

4. OBJECTIVE OF THE STUDY

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Objective of the project:

Retailers feedback, by nature is dependent on an individual retailers expectations and
previous experience. Tracking their satisfaction level through feedback can be
particularly powerful when it concentrates on indentify levels of satisfaction against the
specify elements of products and service that most matters to their retailers and while
the organization can change; and where possible , compare it across competing
organizations.

Objectives:
The main objective of the project is to ascertain the market survey to study and analyse
retailers feedback about Chitale milk products.

Primary objectives:-

To understand the perception of retailers about Milk products.

To do the comparative analysis of different players in the market.
Secondary objectives:-

To indentify the factors considered by retailers for sale of Milk product in

Mumbai.
To understand the expectations & requirements of the retailers.
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 To know the satisfaction level of retailers.

5. CONCEPTUAL BACKGROUND

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Conceptual Background:
What is feedback:Process in which the effect or output of action is returned (fed-back) to modify the
next action Feedback is essential to the working and survival of all regulatory
mechanisms found through living and non-living nature. As a tow-way flow, feedback
is inherent to all interactions, whether human to-human, human-to-machine, machine
-to-machine. In an organizational context, feedback is the information sent to an entity
(individual or a group) about its prior behavior so that the entity may adjust its current
and future behavior to achieve the desired result. Feedback occurs when an
environment reacts to an action or behavior. For example, customer feedback is the
buyers reaction to a firms products and policies, and operational feedback is the
internally generated information on a firms performance.

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PRODUCER

RETAILER

FEEDBACK

Retailers:-

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Today, retail industry is one of the fastest growing sectors in India. It is one of the
hottest topics for discussion in business circles. As we know that retailers are the
connecting link between producer and end consumers. Retailers play various vital roles
which act as backbone for such producer. Especially FMCG products, where retailer are
the direct customer for manufacturers, therefore satisfaction and retention of these
retailer is one of the most important things so as to survive in the competitive world. In
case of food industry, retailers are the direct customer for producers. Their products
reach to the hands of end consumers through retailers only. Therefore their main focus
is to satisfy the existing retailers and acquire new customers so as their product should
reach to each and every consumer. Even though an organization is producing the best
product in the world, it will not be successful unless an organization has a wide retail
base. And this can be achieved only when you have a wide satisfied retail base or
platform. Due to this main reason the importance of retailers is increasing day by day.

Function of retailers:Retailers play a significant role as a conduit between manufacturers, wholesaler,

suppliers and consumer. In this context, they perform various stocks, as a channel of
communication, strong, advertising and certain additional services.

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Sorting:Manufacturers usually make one or a variety of products and would like to sell their
entire inventory to a few buyer costs. Final consumers, in contrast, prefer a large
variety of goods and services to choose from and usually buy them in small quantities.
Retailers are able to balance the demands of both sides, by collection an assortment of
goods from different sources, buying them in sufficiently large quantities and selling
them to consumers in small units.
The above process is referred to as the sorting process. Through this process, retailers
undertaking activities and perform functions that add to the value of the products and
services undertaking activities and perform functions that add to the value products and
services sold to the consumer. Supermarkets in the US offer, on the average, 15,000
items from 500 companies. Customers are able to choose from a wide range of designs,
sizes and brands from just one location. If each manufacturer had a separate store for its
own products, customers would have to complete their shopping. While all retailers
offer an assortment, they specialize in types of assortment offered and the market to
while a chain like Nilgiris specialization in food items.
Shoppers stop targets the elite class, while pantaloon is targeted at the class.

Breaking bulk:Breaking bulk is another function performed by retailing. The word retailing is derived
from the French word retailer, meaning to cut a piece off. To reduce transportation
costs, manufacturers and wholesaler typically ship large cartons of the product, which
are then tailored by the retailers into smaller quantities to meet individual consumption
needs.

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Holding Stock:Retailers also offer the services of holding stock for the manufacturers. Retailers
maintain an inventory that allows for instant availability of the products to the
consumer. It helps to keep prices stable and enables the manufacturer to regulate
production. Consumer can keep a small Stock of products at home as they know that
this can be replenished by retailer and can save on inventory carrying costs.

Additional Services:Retailers ease the change in ownership of merchandise by providing services that make
that it convenient to buy and use products. Retailers also offer credit and hire-purchase
facilities to the customers to enable them to buy a product now and pay for it later.
Retailers fill orders, promptly process, deliver and install products. Salespeople are also
employed by retailer to answer queries and provide additional information about the
displayed products. The display itself allows the consumer to see and test products
before actual purchase. Retailer essentially completes transactions with customers.

Channel of Communication:Retailers also act as the channel of communication and information between the
wholesaler or suppliers and the consumers. From advertisements, salespeople and
display, shoppers learn about the characteristics and features of a services offered.
Manufacturers, in their turn, learn of sales forecasts, delivery delays, and customer
complaints.

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Transport and advertising functions:Small manufacturers can use retailers to provide assistance with transport, storage,
advertising and pre-payment of merchandise. This also works the other way round in
case the number of retailers is small. The number of percentage and volume of sales
needed to cover both their costs and profits.

2Importance of retailers feedback:Through retailers feedback companies can come to know whether products are doing
well in the market in the market or not.

As retailers are the connecting link between companies and consumers,

indirectly they give feedback from consumers point of view.
Through this feedback an organization can come whether the retailers are
satisfied with company policies and its products or not.
An idea about competitors or strategies can be understood through this feedback
system.
Perception about the brand can be well understood.
Strengths and weaknesses can be found out and appropriate measures can be
taken.
As retailers are the direct customer for companies like Food Industry so, their
needs and demands can be understood.

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 With the help of such feedback companies can come to know whether they are
on track or off track.
New potential areas for business or opportunities can be well understood
through retailers feedback.
By doing this companies can work more to explore more for growth and improve their
products and policies to satisfy their customer and have more profits which are the
main goal for any organization.
Therefore having retailers is very important to sustain in todays competitive world is
full uncertainties.

6. RESERCH METHODOLOGY

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Research Methodology:
Research is a planned and systematic investigation and analysis of factual data to
check, verify or disapprove guesses, clues, assumption it supplements the existing body
of knowledge and widens the frontiers of understanding

Edwin Flippo defines research as systematic and purposive investigation of facts with
object of determining cause and effect relationship among such as facts.

Method is the scientific way of doing things to achieve the desire result. In this
particular study, the researcher has followed the scientific steps as enumerated

Research design:-

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The entire survey was planned with a view to collect data and provides feedback to
Chitale Dairy. About their existing retailers in us do research of the descriptive type
surveys.
For the purpose, a feedback questionnaire was developed by me with help of my
internal guide and my company guide.

About 300 questionnaires were administered to the retailers by the researcher. Any
confusion regarding the questionnaires was promptly attended to the researcher.

Scope of the project:The scope of the study is concerned with the subject matters of the study. In this study;
our subject matters is to get the retailers feedback and study and analyse it on different
factors. All
Know that retailers have limited sources and with limited sources have to satisfy their
profit margins to maximum. This study includes within its periphery, and also company
gets advantages from this project report as retailers are their direct customers. This
report would help the company to know the needs and demand of their retailers and
also their satisfaction level through the feedback.

Understanding the expectations and requirements of the market.

Product requirement so that company can take immediate action and make good
profit.
This would also cover retailers satisfaction and retention.
This would help to identify the potential market and their needs.
Setting satisfactory standers.

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Sources of data:For the present study, following are the sources of the study.
Primary sources: Personal interview
Observation
Personal discussion and interactions
Secondary sources: Annual report
Manual of organization
Books and project reports
Research procedure
1. First of all, a list of competencies, for the retailers was prepared, which would
be grounds for assessing them
2. Then questionnaire was prepared for retailers.
3. Research assessment was conducted on various shops as retail outlet, kirana
stoers, superbazer etc.
4. Here the retailers were interviewed and then questionnaires were filled by them.
5. The collected data was analysed and conclusions were drawn accordingly.

This was all done in excel sheet and word pad wherein the conclusion have been
supplements with pictorial representations.

Sample design:-

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This survey was conducted at Chitale Dairy

Sampling Unit:
Retailers (small retail outlets, kirana stores, sweet home, Milk center)

Sampling size:
300

Primary data:-

Primary data which gave the researcher a base for framing the questionnaires, with then
highlighted all the important aspects for consideration.

Primary data was collected in the form of questionnaires with interview.

Research types:The type of research which is used here is purely a Convenience research. This kind
of research includes surveys and fact finding enquiries of different kinds convenient to
the researcher.

Questionnaires:Questionnaires were the main instrument regarding primary data collection. A copy of
questionnaire has been enclosed in the annexure to this method; data was also collected
by interviewing the respondents face-to- face. This ensured that data collected through
questionnaires was accurate. In the process of conducting interviews, observation is
based on the respondents body language, facial expressions.

Limitation of the study:-

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The research was limited to Mumbai city in Bandra, Santacruz, Velaparle, Jogeswari,
and Andheri only, so the sample size was restricted. All the data collected from
responds is taken at different shops. The research has done on the basis of convenience
sampling. This research helps researcher to understand the overall retailers perception
and their level of satisfaction.

7. DATA ANALYSIS & INTERPRITATION

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Data Analysis & Interpretation:

1. No of year in the current business:A) O-2 yrs

B) 2-5 yrs

C) more than 5 yrs

Responds
No. of responds with
answer A
No. of responds with
answer B
No. of responds with
answer C
Total

36

No.
33

Percentage
11%

99

33%

168

56%

300

100%

No. of respondents

o to 2 yrars

11%
33%

56%

2 to 5 years
moer than 5 yerrs

Interpretation:-

More than 50% respondents are in the current business for more than 5

years.
33% respondents are in the retail business for 2-5 years.
And remaining 11% respondents are in the business for 2 less than 2 years.
2. For how long have you been keeping Chitale Milk products in your outlet?
A) O-2 yrs

B) 2-5 yrs

C) more than 5 yrs

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
No. of respondents with
answer C
Total
37

No.
27

Percentage
9%

132

44%

141

47%

300

100%

No. of respondents v/s time in years

0 to 2 years

9%
47%

2 to 5 years

44%

moer than 5 years

Interpretation:

Majority of the respondents have been in the business for a good time

now.47% Respondents have been in this business for more than 5 years.
44% are in the business of food industry for 2-5 years.
And 9% responds are in the same business for 2 or less than 2 years.

3. For which brand the demand is more as compared to its major competitor?
A) Chitale

B) Amul C) Mother Dairy D) Nestle E) Other

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
38

No.
165

Percentage
55%

30

10%

No. of respondents with

answer C
No. of respondents with
answer D
No. of respondents with
answer E
Total

60

20%

15

5%

30

10%

300

100%

NO. of respondents v/s brand

Chitale
5%

10%

MotherDairy

20%

55%
10%

Amul
Nestle
Other

Interpretation:-

The above graph shows that the Chitale is most preferable brand in all

Some retailers also prefers Amul and others brands.

4. Do you think the distribution system of Chitale is better than that of other brand
in the market?
A) Yes

B) No

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Respondents
No. of respondents with
answer A
No. of respondents with
answer B
Total

No.
237

Percentage
79%

63

21%

300

100%

NO. of respondents
21%

Yes
79%

No

Interpretation:

Here 79 %respondents are saying that distribution system of chitale is better

than that of other food industry brands in market.

And 21% are saying that distribution system of chitale is not better than that
of other food industry brand in the market

5. Do you receive the delivery of product on time?

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A) Yes

B) No

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
Total

No.
270

Percentage
90%

30

10%

300

100%

No. of respondents v/s delivery rate

10%
Yes
No
90%

Interpretation:Majority of the respondents are happy with the timely delivery of the product.
90% respondents are saying delivery on time.
And remaining 10% are saying that never receive the delivery of product on
time.

6. Do you think Chitale products gives better profit margins as compared to other
brand?
A) Yes

B) No

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Respondents
No. of respondents with
answer A
No. of respondents with
answer B
Total

No.
150

Percentage
50%

150

50%

300

100%

No. of years respondents

50%

Yes

50%

No

Interpretation:

50% of the respondents are of the opinion that profit margins given by Chitale

are better than other brands.

On the other hand 50% are saying that chitale does not given better profit
margins.

7. How many times distributor visits your outlet in a week?

A) Once

B) Twice

C) More than twice

Respondents

No.
42

Percentage

No. of respondents with

answer once
No. of respondents with
answer twice
Total

99

33%

201

67%

300

100%

No.of respondents v/s frequency of vist

33%

Once
Twice

67%

Interpretation:-

67% respondents are saying that distributor visits an outlet twice a week.
And 33%respondents are saying that distributor visits an outlet once a week.

8. How many damaged pieces you replace at the time of delivery?

43

A) 0

B) 1

C) 2

D) 3

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
Total

No.
279

Percentage
93%

21

7%

300

100%

No.respondents
7%
0
1
93%

Interpretation:

93% respondents are of the opinion that they do not receive damaged pieces
at the time of delivery. And 7% respondents are saying that sometime they

receive 1 damaged piece at the time of delivery.

These damaged pieces are replaced at the time of delivery only.

9. Do you get any information about the schemes from your distributor?
A)

Always

B) Sometime C) Never

44

Respondents
No. of respondents with
answer B
No. of respondents with
answer C
Total

No.
240

Percentage
80%

60

20%

300

100%

No. of respondents
20%

Sometime
80%

Never

Interpretation:

80% respondents are of the opinion that sometime they get information about

promotional scheme from distributor.

And 20% are saying that they never get any information from distributor.

10. Which factors affect the purchase of packaged Chitale products the most?
45

A) Profit margin B) High demand C) Regular Supply

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
No. of respondents with
answer C
Total

No.
24

Percentage
8%

213

71%

63

21%

300

100%

No.of respondents
21%

8%

profit margin
High demand
Regular supply

71%

Interpretation:-

Demand factor affects the purchase of packaged Chitale products the most.
21% are saying that regular supply affects the purchase of packaged of
chitale product.
46

And 8% are saying that they purchase chitale products due to its profit

margin.
11. Which promotional activities motivate you the most?
A) Advertising material B) Display stand C) Deep freeze

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
No. of respondents with
answer C
Total

No.
201

Percentage
67%

75

25%

24

8%

300

100%

No.of respondents

25%

Advertising material

8%

Display stand
67%

Deep freeze

Interpretation:-

Advertising material has proved to be a major promotional activity when

compared to other.
It is followed by display stand and then deep freeze

47

12. How is the quality of Chitale product?

A) Poor

B) Good

C) Excellent D) Very Poor

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
No. of respondents with
answer C
No. of respondents with
answer D
Total

No.
15

Percentage
5%

45

15%

240

80%

0%

300

100%

No. of respondents
5%

15%

Poor
Good
Excellent

80%

Very Poor

Interpretation:-

Majority of the respondents are happy Chitale Milk product quality is

excellent.
15% respondents are saying good quality.
And remaining 5% are saying poor quality No anyone saying is very poor.

13. Which products you always most sale?

A) Shrikhand B) Amrekhand D) Cured E) Ghee
48

Respondents
No. of respondents with
answer A
No. of respondents with
answer B
No. of respondents with
answer C
No. of respondents with
answer D
Total

No.
120

Percentage
40%

135

45%

30

10%

15

5%

300

100%

No.of respondents v/s Chitale products

10%

Shrikhand

5%
40%

Amrekhand
Curd

45%

Ghee

Interpretation:

All retailers always sell the all Chitale product but Majority of the respondents

is Amrekhand most sell.

20% respondents are saying is Shrikhand is most selling.
And remaining 10 & 5% are cured & ghee most sells.
14. If you are asked to keep only one brand than, which one would, you like to go
for?
A) Chitale B) Amul C) Mother Dairy D) Nestle E) Govind F) Gowardhan

Respondents
No. of respondents with

No.
120
49

Percentage
40%

answer A
No. of respondents with
answer B
No. of respondents with
answer C
No. of respondents with
answer D
No. of respondents with
answer E
No. of respondents with
answer F
Total

60

20%

30

10%

15

5%

60

20%

15

5%

300

100%

No. of respondents v/s brand

Chitale
20%
5%
10%

Amul

5%

40%

20%

Mother Dairy
Govind
Nestle
Gowaredhan

Interpretation:-

The above graph shows that the Chitale is most preferable brand in all.
Some customers also prefers Amul and others brands.
15. Would you like to deal with the company in future?
A) Yes

B) No

Respondents
No. of respondents with
answer A
No. of respondents with
answer B

No.
300
0
50

Percentage
100%
0%

Total

300

100%

No. of respondents

Yes
No
100%

Interpretation:-

All respondents would like to deal with the company in future.

16. Please give the perception about Chitale product based on various parameters,

51

No

Parameter

Strongly

Dissatisfied

1
2

Distribution
Promotion

dissatisfied
30
0

0
95

3
4

schemes
Profit margin
Visit by sales

0
0

5
6

person
Price
Suitable stock

25
0

Neutral

Satisfied

Strongly

95
125

149
80

satisfied
26
0

145
0

89
180

66
120

0
0

45
30

130
115

100
155

0
0

keeping units

200
180
160
Distribution

140

Promotion schemes

120

Profit margin

100

Visit by sales person

80

Price

60

Suitable stock keeping

units

40
20
0
Strongly dissatisfied

Neutral

Strongly satisfied

Interpretation:-

Most of the retailer are Neutral about Chitale product

Also some retailer are satisfied and few retailer are strongly satisfied
with the Chitale product

52

8. FINDINGS & CONCLUSION

Findings:
Today the aim of any business is to earn profit and making good relation with their
consumers
53

According to the survey there are some facts having forward

Most of the respondents have been keeping Milk product in their outlet for 5 or
more than 5 years
As a leading brand in the food industry, the demand for Milk product is more as
compared to its major competitor (Amul, Govind, Mother Dairy, Nestle)
Most of the retailers or respondents are happy with profit margins given by
Milk products
In case of promotional activities or schemes, it has been found that there is
major difference between other competitor (Amul, Mother Dairy, Govind etc.)
Most of the retailers keep these products in there outlets because of high
demand in market.
Deep freezes have proved to be a major promotional activity when compared to
other for retailers.
It has been found that the distribution system of Chitale products is better than
its competitor.
Safe delivery of the products is ensured.
Almost all responds would like to deal with Chitale in future.

Conclusion:

From the survey conducted it is observed that Chitale Dairy has a good market share.
From the study conducted the following conclusions can be drawn.

Chitale Product is the leading brand in Mumbai region

54

 Chitale has acquired a big share of market in Mumbai because of its competitive
pricing distribution system and through good relations with retailers.
Like in other industry Chitale is also having different competitors. In India
Chitale is having only one major competitor and it is Amul
Most of the retailers are satisfied with the distribution system of Chitale

No of product, system, high demand is the most important motivating factor for
retailers.

Chitale has largest retail base and this is the most important factor for success in
Food Industry.
Overall as far as retailers are concerned, company is doing very well. And due
to all these factors retailers are also happy to deal with the company in future
which is a very good sign for the company

55

9. SUGGESTION

Suggestion:
Chitale should try to take more initiative in case of promotional activities to increase
the current sale in the market

Information about the promotional schemes should be properly given to the

retailers.
Many retailers do not get delivery of product on time so, proper on time
delivery should be there.
Company should provide some advertising material as per retailer requirements.
Deep freeze are the most important motivating factor like this some other
factors can be introduced to motivate retailers to keep packaged chitale
products.
56

 Profit margin could be the factor which would increase the retailers satisfaction
Suggestion based on researchers observation:-

Special schemes can be introduced for retailers on more sales and this could
vary from retailer to retailer.
Today people are more conscious about their health. To attract such potential
consumers, healthy products can be introduced in the market.
Chitale Milk product should try to increases the volume of sale during off season by
introducing different products for those particular seasons.
Quality and Brand Image plays a dominant role. Milk products move in the market due
to its quality and brand. Therefore it should maintain the same.
Occasionally Gifts can be offered to the retailers.

BIBLOGRAPHAY
57

Bibliography:

Books:-

1. Marketing management by Philip kotler (2009). Published by Person

Education in South Asia (13th Edition). Page No. (32-39, 430-435)
2. Research methodology by C.R Kothari (2004). New Age International
Publishers. New Delhi (2nd Revised Edition). Page No. (2-20, 55-67)

58

Website:-

www.chitaledairy.com
www.Chitalebandhu.in/about/history.html
www.unitycpl.com/content/chitale-dairy-bhilawadi-dist-sangli
www.quickmba.com
http://www.quickmba.com/marketing/

59

ANNEXURE

Annexure
Questionnaire:Name of the shop: _______________________________________________
Retailer Name: _________________________________________________
Address: ______________________________________________________
Mobile No: ____________________________________________________
1.

No of year in the current business

A) O-2 yrs

B) 2-5 yrs

C) more than 5 yrs

2. For how long have you been keeping Chitale Milk products in your outlet?
60

A) O-2 yrs

B) 2-5 yrs

C) more than 5 yrs

3. For which brand the demand is more as compared to its major competitor?
A) Chitale

B) Amul C) Mother Dairy D) Nestle E) Other

4. Do you think the distribution system of Chitale is better than that of other
brands in the market?
A) Yes

B) No

5. Do you receive the delivery of product on time?

A) Yes

B) No

6. Do you think Chitale products gives better profit margins as compared to other
brand?
A) Yes

B) No

7. How many times distributor visits your outlet in a week?

A) Once

B) Twice

C) More than twice

8. How many damaged pieces you replace at the time of delivery?

A) 0

B) 1

C) 2

D) 3

9. Do you get any information about the schemes from your distributor?
A) Always

B) Sometime C) Never

10. Which factors affect the purchase of packaged Chitale products the most?
A) Profit margin B) High demand C) Regular Supply

11. Which promotional activities motivate you the most?

61

A) Advertising material B) Display stand C) Deep freeze

12. How is the quality of Chitale product?

A) Poor

B) Good

C) Excellent D) Very Poor

13. Which products you always most sale?

A) Shrikhand B) Amrekhand C) Cured Ds) Ghee
14. If you are asked to keep only one brand than, which one would, you like to go
for?
A) Chitale B) Amul C) Mother Dairy D) Govind E) Nestle F) Gowardhan
15. Would you like to deal with the company in future?
A) Yes

B) No

16. Please give the perception about Chitale based on various parameters,

No

Parameter

Strongly

Dissatisfied

dissatisfied
1
2

Distribution
Promotion

3
4

schemes
Profit margin
Visit by sales

5
6

person
Price
Suitable stock

Neutral

Satisfied

Strongly
satisfied

keeping units

62