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Summer Training Report On "Retailer Satisfaction Level Regarding Dairy

Products with Special Reference to Reliance Dairy Foods Product Ltd"

Technical Report · August 2022

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Ashutosh Chaturvedi
Narendra Deva University of Agriculture and Technology
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 Summer Training Report
On

“Retailer Satisfaction Level Regarding Dairy Products with Special

Reference to Reliance Dairy Foods Product Ltd”

Submitted In Partial Fulfillment of the Requirement for the

Master’s Degree in Business Administration
(Agri-Business)
(Session 2014-16)

Submitted By
Ashutosh Chaturvedi
2014A109MBA

Department of Business Management

Chaudhary Charan Singh
Haryana Agricultural University
Hisar 125004
1
 Declaration

I hereby declared that the following project report titled “Retailer

satisfaction Level Regarding Dairy products with Special Reference to Reliance
Dairy Foods Product Ltd” at reliance Dairy Foods Ltd. Hisar is an authentic
work done by me. It is to the best of my knowledge and belief. This is to
declare that all my work indulges in the completion of this project report
such as research, competitor analysis and sales promotion is a profound and
honest work of mine.
The work done by me had not been submitted to any organization,
institution, company for any incentive or activity.

Date: Signature
(Ashutosh Chaturvedi)

2
 ACKNOWLEDGEMENT

The satiation and euphoria that accompany the successful completion of the project would
be incomplete without the mention of the people who made it possible.

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. Azad Singh and my faculty mentor and Head of the department Dr.
S.K. Goyal. I am greatly indebted to both of them for providing their valuable guidance at all
stages of the study, their advice, constructive suggestions, positive and supportive attitude
and continuous encouragement, without which it would have not been possible to complete
the project.

I would also like to thank Mr. Subodh Agarwal (Asstt.Prof.), and all the faculty members,
who in spite of busy schedule has co-operated with me continuously and indeed, his
valuable contribution and guidance have been certainly indispensable for my project work.

I am also thankful to Mr. Jitendra (Area manager) and Mr. Hardev Singh (Marketing
officer) for giving me their valuable guidance throughout the programme.

I owe my whole hearted thanks and appreciation to the entire staff of the company for their
cooperation and assistance during the course of my project.

A special thanks to My Parents and my Batch mates Dr. Anugrah, Indraneel, and Rakesh to
be with me at every step of this work and whom I stand indebted for their moral support
and timely help.

I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards this industry in coming future.

Ashutosh Chaturvedi

3
 Index
SERIAL NO. INDEX PAGE NO

1. EXECUTIVE SUMMERY 6

2. INTRODUCTION 9
 TOPIC OF PROJECT
 COMPANY
 PRODUCT PORTFOLIO
3. OBJECTIVE AND SCOPE OF STUDY 17

4. LIMITATION 19

5. RESEARCH METHODOLOGY 21
 NATURE OF RESEARCH
 HYPOTHESIS
 TYPE OF DATA COLLECTED
 DATA COLLECTION – FLOW CHART
6. DATA ANALYSIS & INTERPRETATION 25

7. FINDING AND CONCLUSION 42

8. RECOMMENDATION TO RDFL 46

9. REFERENCES 48

10. ANNEXURE 50

4
EXECUTIVE
SUMMARY

5
 Executive summary

This Study has been done with an aim of determining the various factors which would
Influence Sale of the Dairy products of the Reliance Dairy Foods Ltd. and also to determine the
method or strategy to place the product in the new and existing market.

This study is fully based on the collection of Primary data through questionnaire method during
the Summer Internship Program which started from 15th June, 2015 till 30th July. There our main
objective is to collect the order from the assigned market area and provide it to the distributer as
well as to help him in delivering the product at the required place. The reporting time was 06:30
AM at morning till the 12:00 PM at noon and 4:30 to 6:30 PM at evening.

Our responsibility was to collect various complains of the retailer & the customer and
make it available before the respected authority i.e. ASM (Area Sales Manager) in order to
resolve the problem.

This also involves processes to collect the data for completion of the project. The training
also includes weekly report submission to the faculty mentor about the overall development of
the work in the past week as well as meeting with the head of the industry once in a week.

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

I. Research Design

i. Exploratory research
ii. Descriptive research
II. Data Sources
i. Primary Data
ii. Secondary Data
III. Sampling Design
i. Definition Of Population
ii. Sampling procedure
iii. Sampling size

6
IV. Statistical Tools

The scope of this project is given below:-

 Help in finding out the various factors affecting the sales of the product of
RDFL.
 Help in sorting out the relationship and their level of extent on which they
affect.
 To overview the different ways to place the product of Reliance Dairy Foods
ltd.
 To help in finding out the different demographic factors in executing the
product placement and their sales.

ORGANIZATIONS AREA COVERED:-

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

 Marketing area of Reliance Dairy Foods ltd.

 Different territories where these product has been selling earlier.
 New area to be covered during the summer internship program.
 Sales Department of Reliance Dairy Foods ltd.
 Distribution channel of Reliance Dairy Foods ltd.

7
INTRODUCTION
To
The Topic
And
ORGANIZATION

8
 INTRODUCTION TO THE T O P I C

The Topic of this project is “Retailers satisfaction regarding dairy products with
special reference to Reliance Dairy Foods Products Ltd”.
The dairy industries companies run mainly on the factors such as availability,
service frequency, affordability, taste and marketing. Availability is plays a vital role
because purchasing power is depend upon availability of that product, in case distributors
and retailers service matter a lot. Retailing includes all the activity in selling goods or service
directly to the customers or personal non business use .A retailer or retail store is any
business enterprises whose sales volume comes primarily from retailing.
Retailers are the part of milk marketing channels and perform the work of moving
goods from producers to the customers. It overcomes the time, place and possession gap
that separates goods and service from those who needs or wants them. Retailers as member
of marketing channel perform a number of key functions. Some functions (physical, title,
promotion) constitute a forward flow of activity from the company to the customers;
other functions (ordering and payment) constitute a backward flow from customers to
the company. Stillothers (information, negotiation, finance and risk taking) in both
directions.
The project delves into the workings from the distribution aspect of an FMCG
organization, in detail. Reliance, being an FMCG company, attaches a lot of significance to
the distribution aspect of its business. The distribution channel of Reliance holds a lot of
potential in affecting the demand or sales of Reliance products through delivery on time,
delivery of variety of products, the retailer- friendliness of the policies being set by the
distributors and equitable distribution of products to all the retail outlets in a particular
region, to name a few.
So, In order to plan retail coverage we map out the positions of Reliance outlets,
Reliance parlors, and competitor‟s outlets. This project was carried out in Hisar. For
analyzing and presenting information that is tied to geographical location, we divided the
city in different wards. By analyzing geographical representation and sales data with
spatial distribution Reliance outlets, competitor‟s 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.
9
 INTRODUCTION TO THE O R G A N I Z A T I O N

The Organization in which the summer internship has been conducted is a subsidiary body of
Reliance Industries ltd. which deals with the production of dairy products known as Reliance
Dairy Foods ltd.

"Growth has no limit at Reliance. I keep revising my vision. Only when you can dream
it, you can do it."

Dhirubhai H. Ambani
Founder Chairman Reliance Group
December 28, 1932 - July 6, 2002

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002), is India's largest private
sector enterprise, with businesses in the energy and materials value chain. Group's annual
revenues are in excess of US$ 66 billion. The flagship company, Reliance Industries Limited,
is a Fortune Global 500 company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the evolution and growth of
Reliance. Starting with textiles in the late seventies, Reliance pursued a strategy of backward
vertical integration - in polyester, fiber intermediates, plastics, petrochemicals, petroleum
refining and oil and gas exploration and production - to be fully integrated along the materials
and energy value chain.

10
The Group's activities span exploration and production of oil and gas, petroleum refining and
marketing, petrochemicals (polyester, fiber intermediates, plastics and chemicals), textiles,
retail, infotel and special economic zones.

Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fiber
producer in the world and among the top five to ten producers in the world in major
petrochemical products.

Major Group Companies are Reliance Industries Limited, including its subsidiaries and
Reliance Industrial Infrastructure Limited.

Reliance Retail:-

With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small
shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up
to lead Reliance Group‟s foray into organized retail.

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organization that
caters to millions of customers, thousands of farmers and vendors. Based on its core growth
strategy of backward integration, RRL has made rapid progress towards building an entire
value chain starting from the farmers to the end consumers.

Reliance Retail continued to expand presence of its value and specialty formats. During the
year, Reliance Retail opened 90 new stores spanning across 'value' and 'specialty' segments.
In-store initiatives, wider product choice and value merchandising enabled the business to
achieve robust growth during this period.

Its presence in the optics business is in partnership with Grand Vision. 51 new stores were
added during FY-11 taking the total presence to 100 stores across key markets in the country.
The retail chain offers single brand optical products including Vision Express frames, lenses,
contact lenses, sunglasses, solutions and accessories.

For the very first time, consumers in India got the opportunity to experience Hamleys, which
is considered to be the world's most wonderful toy shop. The brand was launched in India with
opening up of 2 stores during the year.

11
iStore by Reliance Digital is a one-stop-shop for all Apple products and services. There are 17
such stores currently operational.

Reliance Brands also announced exclusive licensing arrangement with two leading
international brands:

Steve Madden, a leading designer, wholesaler and retailer of fashion-forward footwear and
accessories for women, men and children.

Quicksilver, a leading outdoor sports lifestyle company to launch their core brands
'Quicksilver' and 'Roxy'.

Across India, Reliance Retail serves over 2.5 million customers every week. Its loyalty
programmed, "Reliance One", has the patronage of more than 6.75 million customers.

Reliance Retail Reliance Retail is the retail business wing of the Reliance business. Many
brands like Reliance Fresh, Reliance Dairy Foods Ltd., Reliance Footprint, Reliance Time
Out, Reliance Digital, and Reliance Wellness, Reliance Trends, Reliance AutoZone, Reliance
Super, Reliance Mart, Reliance iStore, Reliance Home Kitchens, Reliance Market (Cash n
Carry) and Reliance Jewel come under the Reliance Retail brand.

Reliance Dairy Foods Ltd

Reliance Retail started at Hyderabad, July 16 after fresh vegetables & fruits and FMCG
products, Reliance Retail has stepped into the dairy products sector with a national „pilot‟
launch of its liquid milk (family milk segment) in Hyderabad. The milk brand is also being
sold “through general trade (including milk retailers) in Haryana, Punjab, Andhra Pradesh,
Tamil Nadu, Rajasthan, Delhi NCR (National Capital Region) and Himachal Pradesh.

With the beginning of sale of „Dairy Pure‟ through general milk retailers, as opposed to
mostly through Reliance Retail-owned stores now, the company expects further growth in
this business.

12
 Mission & Vision of RDFL:-

Mission

"Bring prosperity to millions of Indian producers, especially our farmers, by

providing the most attractive returns for their effort".

Vision

 Become Number One Dairy Brand in the Country by year 2018.

 Ensure cost & quality competitiveness through adoption of best technology & business
practices.
 Maximizing returns to stake holders, farmers and value for money to the consumer.

13
 SUPPLY CHAIN MODELS OF RDFL MILK

FARMERS FARMERS FARMERS

CATEGORY CATEGORY CATEGORY

1 1 1
Farmers Own Transportation

COLLECTION
POINT/UNIT

RELIANCE OWNLOGISTICS

PROCESSING
UNIT/POINT

RELIANCE DAIRY RELIANCE DAIRY RELIANCE DAIRY

PLANTS PLANTS PLANTS

DISTRIBUTER DISTRIBUTER DISTRIBUTER

RETAILER RETAILER RETAILER

14
 Product Portfolio

RDFL

Milk Curd Butter Milk Ghee Paneer

FCM SM
Plain Masala
TM DTM

Product list, Price, Variety, Shelf life:-

Products Varity Pack Size Price Shelf Life

500ml 22.5 3 days
FCM
1ltr 45 3 days
Milk TM 500ml 17.5 3 days
DTM 500ml 15.5 3 days
SM 400ml 10 3 days
Curd 185gm 13.15 10 days
Butter Plain 500ml 10 7 days
Milk Masala 200ml 7.5 7 days
200ml 60 10 days
Paneer
1kg 300 10 days
500ml 200 3 month
Ghee
1ltr 400 3 month

15
OBJECTIVE
AND
SCOPE OF
THE PROJECT

16
 Objectives:-

1) To study which product of Reliance Dairy has highest sale among the
retailers in Hisar.
2) To study retailer satisfaction with price, packaging, promotional, scheme,
Timely Delivery & quality of reliance dairy products.
3) To study the level of satisfaction of retailer with respect to Replacement
facility.

 Scope of project:-

The study carried out in Hisar so its scope mainly to Hisar.

 It‟s give information about the size of Retailers network.
 It‟s give information about the service given by company and distributors
to their retailers.
 It‟s give information about competitors‟ products.
 It will serve consumer in better manner.
 It‟s provide suggestions to company to improve their products sales
 It‟s give information about the sale promotion activities to improve the
milk sale.

17
LIMITATION

18
Limitations of the study:-

Since the study was done in only one region of Hisar. The results cannot be generalized
on all the area of Hisar bases. Shopkeepers also tend to hide some facts and figures due
to some reasons which can hinder the results we get from this survey. Still a lot can be
done to make the whole system efficient.

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

 First, the study was carried out from the allocated sample used for this study
consisted mostly particular area of Hisar only therefore, the results may not be
applicable to the wider population in general,
 Secondly, the results of this study are limited because only 90 samples size has been
collected for the study from the allocated Hisar.
 Thirdly, only method of questionnaire has been used for reform the sentence
collecting primary data apart from focus group and other methods for the study,
 Lastly, it must be acknowledged that there may be numerous other variables that
contribute to the development of retailer satisfaction, and word of mouth
communication which are briefly touched upon.

19
 RESEARCH
METHODOLOGY

20
RESEARCH METHODOLOGY:-

Research methodology is way to systematically solve the research problem. Research,

in common terms refers to a search for knowledge. Research methodology consists of
different steps that are generally adopted by a researcher to study the research problem along
with the logic behind them.

RESEARCH DESIGN:-

 Research design is the plan, structure and strategy of investigation conceived so as to

obtain answers to research question.

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

1) Exploratory research:-
 We studied the company report, talked to the retailer and employee of the company.
 We identified that, retailer are not satisfy of Reliance Dairy Products.

2) Descriptive research:-
 Survey method was adopted for this research.

DATA SOURCES:-

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

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

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

SAMPLING DESIGN:-

 Definition of population: All the milk Retailers in Hisar.

 Sampling procedure: A non probability sampling technique i.e. convenient

sampling procedure was adopted.
21
  Sampling size: A sample of 90 retailers was selected from the target population for
the study.

STATISCAL TOOLS:-

For the purpose of analysis, chi Square test, Co relation, Percentage Methods are used
for the calculation and the result was interpreted with graph.

22
 DATA COLLECTION - FLOW CHART:-

Then total covered area in

Hisar: -1.Rishi nagar From each
First allocate
2.Jawahar nagar 3.Krishna one
the area as per nagar 4.Jat college road
company norm randomly
5.Balsamand Road 6.Urban
norms. selected the
estate 7.Surya nagar 8.Dabra
chock 9.Sector16&17 data
10.HAU campus and others.

To filled 20 Data was

Personally visited &
questionnaires collected
filled by asking them
normally I had interact through
more than 100 questions.
structure
respondents. questionnaire

I chose for filled data in

a 10 locations. And Finally 90 primary data was
collect data near about collected. After interacting
9% in each location. more than 150 respondents.

SOFTWARE USE:-

 Microsoft Excel

 Microsoft Word

23
DATA ANALYSIS

24
 Size of the shop classification:

Nature No of shops Percentage

Big 12 13.33%
medium 28 31.11%
small 18 20.00%

Very small 32 35.56%

Size of Shops

13%

36%

Big
31%
medium
small
20% Very small

Interpretation:

Above graph shows, only 13% Big, 31% medium, 20% small, 36% very small shops sale the
reliance dairy milk in Hisar.
25
 Most preferred milk Varity:
Variety of milk Quantity(ltr.) Percentage
DTM 1650 56.01%
FCM 996 33.80%
TM 300 10.19%

Most preferred milk varity

10%

34%
56%
DTM
FC
TM

Interpretation:

Above graph shows, that DTM 56%, FC 34%, TM 10% milk daily sale in particular area of
Hisar.

26
 DTM Market Covered:

Company Quantity Percentage

AMUL 624 37.81%
VITA 528 32%
MOTHER DAIRY 138 8.30%
RELIANCE 48 2.90%
OTHERS 312 18.90%

DTM Market Covered

19%

3%
38% AMUL
VITA
MOTHER DAIRY
8%
RELIANCE
OTHERS

32%

Interpretation:

Above graph shows, that the total DTM market out of which 38% AMUL, 32% VITA, 8%
Mother Dairy, 3% Reliance and 19% others in particular area of Hisar.

27
 FCM market covered:

Company Quantity (in ltr) Percentage

AMUL 396 39.75%
VITA 312 31.30%
MOTHER DAIRY 72 7.20%
RELIANCE 30 3.00%
OTHERS 186 18.60%

FCM market covered

19%
3%
40%
7% AMUL

VITA

MOTHER DAIRY

31% RELIANCE

OTHERS

Interpretation:

Above graph shows, that the total FCM market out of which 40% Amul, 31% VITA, 7%
Mother Dairy, 3% Reliance and 19% others in particular area of Hisar.

28
 TM Market covered:

Company Quantity (in ltr) Percentage

VITA 108 36%
AMUL 78 26%
MOTHER DAIRY 36 12%
RELIANCE 12 4%
OTHERS 66 22%

Column1

22%

36% VITA
AMUL
4%
MOTHER DAIRY
RELIANCE
OTHERS
12%

26%

Interpretation:

Above graph shows, that the total TM market out of which 36% VITA, 26% Amul, 12%
Mother Dairy, 4% Reliance and 22% others in particular area of Hisar.

29
 How much and Which Company CURD sale Daily:

Company Quantity Percentage

VITA 31 34.06%
AMUL 23 25.27%
MOTHER DAIRY 10 10.98%
RELIANCE 11 12.08%
OTHERS 16 17.58%

BOX WISE

How much and Which Company CURD sale Daily

OTHERS
VITA
18%
34%
RELIANCE
12%

MOTHER DAIRY
11%
AMUL
25%

Interpretation:

Above graph shows, that the total Curd market out of which 34% VITA, 25% Amul,12%
Reliance, 11% Mother Dairy and 18% others in particular area of Hisar.

30
 Age of Retailers:

Age No. of Respondents Percentage

<20 11 12.22%
20-30 22 24.44%
30-40 27 30.00%
40-50 16 17.77%
>50 14 15.55%

Age of Retailers

16% 12%

<20
18% 24% 20-30
30-40
40-50
30% >50

Interpretation:

Above graph shows, that 12% retailers are of less than 20 years, 24% of in between 20-30
year, 30% in between 30-40 year, 18% in between 40-50 year and 16 % of retailers are of
more than 50 year of age.

31
 General Behaviour pattern of retailers:

BEHAVIOUR No. of Respondents Percentage

VERY Good 17 18.88%
Good 32 35.55%
Neutral 28 31.11%
Bad 9 10.00%
Very Bad 4 4.44%

General Behaviour pattern of retailers

4%
10% 19%
VERY Good
Good
31% Neutral
36% Bad
Very Bad

Interpretation:

Above graph shows that, 19% of retailers are very good, 36% are good, 31% are neutral,
10% are bad and rest 4% are very bad.

32
 Are you happy being stockiest of reliance Dairy Products?

Customer prevalence No. of Respondent Percentage

Yes 31 34.44%
No 59 65.56%

Are you happy being stockiest reliance milk?

Yes No

34%

66%

Interpretation:

Above graph shows that, 34% of retailers are happy with reliance dairy products but 66%
are not feeling so happy with reliance dairy products.

33
HYPOTHESIS

34
 -:ANALYSIS WITH CHI- SQUARE:-

1. To study the relationship between Quality and Types of the Shop of Reliance
Dairy Foods Ltd.

Ho: There is no relationship between Quality and Types of the Shop of Reliance
Dairy Foods Ltd.

H1: There is a relationship between Quality and Types of the Shop of Reliance
Dairy Foods Ltd.

Crosstab
Count
Level of Type of shop
response 1.00 2.00 3.00 Total
1.00 5 4 2 11

2.00 5 5 4 14

3.00 5 6 4 15

4.00 11 12 4 27

5.00 14 3 6 23
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 7.701 8 15.507

At 5% level of significance.

Interpretation: - As the Pearson Chi- square value is 7.701 and its tabulated value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Quality and Types of the Shop of Reliance Dairy Foods Ltd.

35
2. To study the relationship between Packaging and Types of the Shop of
Reliance Dairy Foods Ltd.

Ho: There is no relationship between Packaging and Types of the Shop of Reliance
Dairy Foods Ltd.

H1: There is a relationship between Packaging and Types of the Shop of Reliance
Dairy Foods Ltd.

Crosstab
Count
Level of Type of shop
response 1.00 2.00 3.00 Total

1.00 7 3 3 13

2.00 18 13 7 38

3.00 10 7 6 23

4.00 2 4 2 8

5.00 3 3 2 8
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 2.527 8 15.507

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 2.527 and its tabulated value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Packaging and Types of the Shop of Reliance Dairy Foods
Ltd.

36
3. To study the relationship between Margin and Types of the Shop of Reliance
Dairy Foods Ltd.

Ho: There is no relationship between Margin and Types of the Shop of Reliance
Dairy Foods Ltd.

H1: There is a relationship between Margin and Types of the Shop of Reliance
Dairy Foods Ltd.

Crosstab
Count

Level of Type of shop

response 1.00 2.00 3.00 Total

1.00 11 7 6 24

2.00 22 19 11 52

3.00 7 4 3 14
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 0.654 4 9.487

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 0.654 and its tabulated value
is 9.487, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Margin and Types of the Shop of Reliance Dairy Foods Ltd.

37
4. To study the relationship between Timely Delivery and Types of the Shop of
Reliance Dairy Foods Ltd.

Ho: There is no relationship between Timely Delivery and Types of the Shop of
Reliance Dairy Foods Ltd.

H1: There is a relationship between Timely Delivery and Types of the Shop of
Reliance Dairy Foods Ltd.

Crosstab
Count

Level of Type of shop

response 1.00 2.00 3.00 Total

1.00 5 2 2 9

2.00 3 6 3 12

3.00 4 3 5 12

4.00 16 10 6 32

5.00 12 9 4 25
Total 40 30 20 90

Chi-Square Tests

Value df

Pearson Chi-Square 6.896 8 15.507

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 6.896 and its tabulated value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Timely Delivery and Types of the Shop of Reliance Dairy
Foods Ltd.

38
5. To study the relationship between Promotional Schemes and Types of the
Shop of Reliance Dairy Foods Ltd.

Ho: There is no relationship between Promotional Schemes and Types of the Shop
of Reliance Dairy Foods Ltd.

H1: There is a relationship between Promotional Schemes and Types of the Shop of
Reliance Dairy Foods Ltd.

Crosstab
Count

Level of Type of shop

response 1.00 2.00 3.00 Total

1.00 5 2 3 10

2.00 11 12 7 30

3.00 10 7 4 21

4.00 11 7 3 21

5.00 3 2 3 8
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 4.286 8 15.507

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 4.286 and its tabulated value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Promotional Schemes and Types of the Shop of Reliance
Dairy Foods Ltd.

39
6. To study the relationship between Credit facility and Types of the Shop of
Reliance Dairy Foods Ltd.

Ho: There is no relationship between Credit facility and Types of the Shop of
Reliance Dairy Foods Ltd.

H1: There is a relationship between Credit facility and Types of the Shop of
Reliance Dairy Foods Ltd.

Crosstab
Count

Level of Type of shop

response 1.00 2.00 3.00 Total

1.00 5 3 3 11

2.00 6 7 2 15

3.00 3 4 4 11

4.00 20 8 5 33

5.00 6 8 6 20
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 7.166 8 15.507

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 7.166 and its tabulated value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Credit facility and Types of the Shop of Reliance Dairy Foods
Ltd.

40
7. To study the relationship between Replacement facility and Types of the
Shop of Reliance Dairy Foods Ltd.

Ho: There is no relationship between Replacement facility and Types of the Shop of
Reliance Dairy Foods Ltd.

H1: There is a relationship between Replacement facility and Types of the Shop of
Reliance Dairy Foods Ltd.
Crosstab
Count

Level of Type of shop

response 1.00 2.00 3.00 Total

1.00 16 13 4 33

2.00 14 8 6 28

3.00 6 3 3 12

4.00 2 4 4 10

5.00 2 2 3 7
Total 40 30 20 90

Chi-Square Tests

Value df Tabulated value

Pearson Chi-Square 8.533 8 15.507

At 5% level of significance

Interpretation: - As the Pearson Chi- square value is 8.533 and its significant value
is 15.507, Null hypotheses are accepted. Therefore it can be inferred that there is No
relationship between Replacement facility and Types of the Shop of Reliance Dairy
Foods Ltd.

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 FINDINGS
AND
CONCLUSIONS

42
THE PROJECT FINDINGS ARE:-

 Reliance dairy products are mostly sold by the DEPARTMENTAL STORE &
CONFECTIONARY. Only few numbers of DAIRY SHOPS, Retailers are sold it.

 Retailers have perceived that customer prefers DOUBLE TONED, FULL CREAM &
TONED MILK, Respectively in Hisar.

 CURDS selling of Reliance Dairy Foods products ltd are good as compare to
competitors.

 Mostly retailers are satisfied with PACKAGING, PRICE, MARGIN, &

REPLACEMENT FACILITY of Reliance Milk in Hisar.

 Mostly retailers are dissatisfied with QUALITY, TIMELY DELIVERY & CREDIT
FACILITY of Reliance dairy milk in Hisar.

 Mostly retailers are neither satisfied nor dissatisfied with CURDLING of Reliance
dairy milk in HISAR.

 Mostly retailers aren‟t happy to stock Reliance Milk.

 Mostly Retailers are not interested in selling of Reliance milk because very less demand
in market, customers generally demanding other brand of milk like VITA &AMUL.

THE PROJECT CONCLUSION:-

After doing the project now conclusion is as we know Reliance is a popular company
and providing more products to the customers, Reliance Dairy Foods s ltd company provides
the dairy products in some cities, and somewhere is more awareness and somewhere is low
but during the market survey of Internship in Hisar, most of the Retailers are dissatisfied
with Reliance Dairy Foods s ltd. So for this situation company have to improve the Quality,
Delivery systems and Promotion schemes.

43
Finally we conclude on basis of objective led down the project one as follows.

 After this study I found that CURDS selling of Reliance Dairy Foods
products ltd are good as compare to competitor in Hisar.
 Mostly retailers are dissatisfied with Milk Quality (Spoilage), Timely
Delivery & Credit Facility of Reliance dairy milk in Hisar.
 Mostly retailers are satisfied with Price, Packaging, Replacement Facility,
of reliance dairy products.

44
RECOMMENDATIONS

45
RECOMMENDATION-
As we know the total sales are depending on Retailers so-

 Less awareness about reliance dairy products among consumer.

 Company has to improve their milk quality.
 Company should give the best margin in to the Distributors.
 To increase the sales, company should give incentive and compensation to the sales
team.
 Company should cover the more area and more Retailers in Hisar and around near
Hisar.
 Company should provide timely delivery to the Retailers.
 Company should provide, banner and other advertising chart to the Retailers.
 Company should maintain proper freezing while distribution of products for avoiding
of spoiling problem.

46
REFERENCES

47
References:

Reference refers to the sources through which information has been retrieved in my
Project.

 Marketing Management by Philip Kotler.

 Marketing Management by S.A. Sherlekar

 Business Research Methodology by Deepak Chawla, Neena Sondhi.

 Previous Summer internship Project

 Milk association

Internet:

 http://www.boarddairy.com

 http://www.business-standard.com/

 http://www.thehindubusinessline.in/

 http://www.ril.com/html/business/business_retail.html

 http://www.apeda.gov.in/apedawebsite/SubHead_Products/Dairy_Prod
ucts.htm

 http://agmarknet.nic.in/research_studies.htm

 http://www.bis.org.in/

48
ANNEXURE

49
 TO STUDY THE FACTORS RESPONSIBLE FOR
RETAILER SATISFACTION OF RDFL
1. Do you sell dairy products?
I. Yes

II. No

2. Do you sell Reliance Daily life products?

I. Yes

II. No

3. How much quantity do you sell of each products:-

Mother
Products Varity Reliance Amul Dairy VITA Others
FCM
Milk TM
DTM
SM
Curd

4. Please give your views Reliance Milk:-

3)Neither
1)Highly 5)Highly
Parameters 2)Satisfied Satisfied Nor 4)Dissatisfied
Satisfied` dissatisfied
Dissatisfied

Quality
Packaging
Price
Margin
Timely
Delivery
Promotional
Schemes
Credit
facility
replacement
facility

50
 5. Rate the company’s replacement facility for milk:-

Neither
Highly Satisfied Highly
Name Satisfied dissatisfied
Satisfied Nor dissatisfied
Dissatisfied
RELIANCE
Mother
Dairy
VITA
AMUL
Others

6. Are you Happy being stockiest Reliance Milk?

I. Yes

II. No

Why yes: -
………………………………………………………………………………

Why No: -
……………………………………………………………………………….

7. Personal Information:-

I. Store Name: -
……………………………………………………………………………………

II. Exact location of the shop: -

………………………………………………………………

III. Size of the shop :-

A. Big

B. Neither big nor

Small
C. Small

D. Very Small

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 IV. Types of the Shop :-

A. Departmental store
(2.00)
B. Dairy (1.00)

C. Confectionary(3.00)

D. Others

V. Name of the Shop keeper :-

Mr. /Ms: -
……………………………………………………………………………….
VI. Gender :-

A. Male

B. Female.

VII. Age :-

A. Less than 20

B. 20-30

C. 30-40

D. 40-50

E. more than 50

VIII. General behavior pattern of the shop keeper:-

A. Very Good

B. Good

C. Bad

D. Very Bad

IX. Phone: - ………………………………………………………………………

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