This document presents the findings of a study on the trade response and consumer behaviour for Gokul Milk. Gokul is a dairy cooperative established in 1963 that produces milk, butter, ghee, lassi and other products. The study aimed to assess market potential, consumption frequency, awareness levels and reasons for not purchasing Gokul Milk. It found high awareness of Gokul Milk but that 38% of retailers do not stock it due to lack of distributors in some areas. Consumers' main reason for not buying was lack of supply. The document concludes with recommendations around pricing, supply chain management, promotion and margin structures.
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This document presents the findings of a study on the trade response and consumer behaviour for Gokul Milk. Gokul is a dairy cooperative established in 1963 that produces milk, butter, ghee, lassi and other products. The study aimed to assess market potential, consumption frequency, awareness levels and reasons for not purchasing Gokul Milk. It found high awareness of Gokul Milk but that 38% of retailers do not stock it due to lack of distributors in some areas. Consumers' main reason for not buying was lack of supply. The document concludes with recommendations around pricing, supply chain management, promotion and margin structures.
This document presents the findings of a study on the trade response and consumer behaviour for Gokul Milk. Gokul is a dairy cooperative established in 1963 that produces milk, butter, ghee, lassi and other products. The study aimed to assess market potential, consumption frequency, awareness levels and reasons for not purchasing Gokul Milk. It found high awareness of Gokul Milk but that 38% of retailers do not stock it due to lack of distributors in some areas. Consumers' main reason for not buying was lack of supply. The document concludes with recommendations around pricing, supply chain management, promotion and margin structures.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
This document presents the findings of a study on the trade response and consumer behaviour for Gokul Milk. Gokul is a dairy cooperative established in 1963 that produces milk, butter, ghee, lassi and other products. The study aimed to assess market potential, consumption frequency, awareness levels and reasons for not purchasing Gokul Milk. It found high awareness of Gokul Milk but that 38% of retailers do not stock it due to lack of distributors in some areas. Consumers' main reason for not buying was lack of supply. The document concludes with recommendations around pricing, supply chain management, promotion and margin structures.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as PPTX, PDF, TXT or read online from Scribd
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STUDY TRADE RESPONSE & CONSUMER BEHAVIOUR FOR GOKUL MILK
Presented By: Samrat Ashok Patil
Contents Gokul: at a glance Gokul Set-up Products by Gokul Competition for Gokul Objectives Findings and Conclusion Suggestions Limitations
Gokul: Landmarks Gokul is an Operation Flood cooperative dairy project established on 16th March 1963 Quality Assurance Program and certified in Sept. 98 for ISO 9002 /ISO 9001/HACCP in 2003 Undertaken DPM Study from 1990 for Plant improvement, Refrigeration, Plant Losses etc. with help of NDDB/FAO
14 times winner of National Productivity Awards from 1988/89 to 2006/07
Turnover for financial year 20092010 Rs. 750 Cr.
Highest handling - 11 Lakh Ltr/day. Average handling in Dairy Plant - 7 Lakh Ltr./day
Supply Chain of Gokul Milk
Butter
Lassi
Ghee
Amrakhand
Gokul Products
Milk
Shrikhand
Milk Powder Cream
Warana
Krishna Milk
Yalgud
Rivals of Gokul Milk
Samruddhi Milk Chitale Milk
Shahu Milk
Research Objectives To estimate the market potential and frequency of consumption of Gokul Milk. To know the awareness level among the retailers and consumers for the Gokul Milk. To know the market position of Gokul Milk
To find out the causes of not buying the Gokul Milk.
Research Details Data Collection Convenience Sampling Method
Primary Data
Secondary Data
Sample Unit: Retailers & Consumers
Sample Size: 150 Retailers & 100 Consumers
Findings and Conclusions (Retailers)
Only 5% retailers are unaware about the Gokul Milk
It was found that only 38% retailers keep Gokul Milk Because there is no distributor of Gokul Milk in Gadhinglaj area
Retailers main view about not buying the product is higher price of the product.
There is need to allocate distributors in Gadhinglaj area since it has a potential market for milk
60% of the retailers get higher margin than Gokul Milk. So margin should be increased as per the sale to influence the trade response
Findings and Conclusions (Consumers)
The Warana Milk is the most popular brand and Gokul Milk is the 2nd most popular brand in the area.
Generally people buy the product because of better quality and good taste
96% people are aware about this product in the area
Consumers do not buy the product because of shortage of supply
Radio is the most effective media of advertisement of Gokul Milk
Suggestions Pricing Strategy Price should be decreased to increase the sale Price should be lowered as compared to competitors Supply chain should be strengthened to meet the market demand More distributors should be allocated to Ichalkaranji and Gadhinglaj towns. Promotional activities should be conducted to attract retailers. Margin should be restructured according to the other competitors.
Supply Chain Management
Promotion
Limitations Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.
The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again.
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.
