MILK MARKETING STUDY IN NEW DELHI, INDIA

1. Dairy Products Findings of Survey

9. F I N D I N G S

10. Brand Stocking Details

11. Brands Stocked

13. Brand Selling Most

14. Reasons for Selling Most REASONS Mother Dairy (23) Paras (19) % % Quality is good 65 47 Taste is good 39 32 It’s a popular brand 30 5 Sales are good 17 5 Milk is Fresh/Pure/Good 17 10 "Cream jyadha aati hai" 13 21 "Thickness jayada hai" 9 11 Customers ask for it 9 11 It’s a Government Brand 9 - It is easily available 4 - Margin is good - 26

15. Reasons for Purchasing REASONS Mother Dairy (23) Paras (19) Amul (23) % % % Quality is good 71 87 57 Its an old company 33 9 4 Milk is good/Taste of milk is good 17 22 43 Dudh phatta nahi hai 13 - - Thickness is good 8 4 - Supply jaldi aur achchi hai 8 9 - Shikayat kam hai 8 9 - Available at any time 8 9 4 It has cream 4 4 13 Margin is good 4 - 4

16. What Specifically Mentioned All Figures in % Brands given % Paras 73 Mother Dairy 14 Amul 10 Gopal jee 2 Parag 2 Reason % Better margin 73 Good Quality Milk 63 No Complaints 14 Company name 10 Customer demands 8

18. Perceived Customer Profile

20. Reasons for Buying as Perceived by Retailers REASONS Mother Dairy (23) Paras (19) Amul (23) % % % It is good/Milk is good 78 44 49 Because it is thick 14 7 2 Smell nahi aati 14 - 5 Cream is good 12 11 7 Taste is good 10 7 17 It’s a popular brand 10 49 12 It is pure milk 6 11 2 It is good for health 6 4 5 It is good for making dahi 4 - - Ismain poshtikta hai 4 - -

21. Perceived Reasons for Shifting REASONS All Sample (50) % Jab dudh baar-baar kharab ho jaata hai 41 Jab uske brand main baar-baar shikayat aati hai 29 Jab delivery time per nahi hoti 20 Dudh jayada patla aane per 8 Jab koi naya brand aata hai sasta aur purity wala hota hai log apna brand chotkar ushe lene lagte hai 6 Ek hi brand use karne se man bhar jaata hai 6 Taste main antar aane per brand badal diya 6 Smell aane lage 4

22. Service Quality

26. Problems Faced in Stocking and Selling REASONS Amul (29) Paras (33) % % No/none/nothing 38 61 No replacement 24 6 There is no customer demand 24 - They don’t give credit 3 3 Kabhi-kabhi dudh phat jata hai 6 15 Delivery should be given on time 3 3 There should be no leakage - 6 Quality should be good - 3

27. Additional Help Required to Sell More Paras REASONS Paras (29) % Good schemes should be given like (Free milk on 2 Carets) 49 They should increase the margin 27 They should replace it 19 Credit should be given 6 Should be less price 6 Should give good incentives 6 Pop material should be given 4 There should be no leakage 4 Quality should be improved 4 Delivery should be given on time 4

28. Knowledge of & Attitude Towards The Company

29. Intention to Stock/Continue to Stock

30. Other Dairy Products Stocked

31. Level of Interest to Stock Other Products All Figures are mean scores; Max=5.00