Factors Influencing Selection of Dairy Products by Retailers with Special Reference to Amul - A Study in Raipur

Abhishek Wadhera1, Dr. Sumita Dave2

Post Graduate Student, Amity Business School, Amity University Chhattisgarh1

Professor, Director, Amity Business School, Amity University Chhattisgarh2

Abstract

This report summarizes the comprehensive analysis of the behavior of retailers, product range, and promotion strategies by the fast-moving consumer goods (FMCG) companies in the dairy products industry. The study was done during a two-month internship at Amul, with an objective to get practical knowledge about the distribution, marketing, and sales activities of FMCG companies through General Trade, Modern Trade, and Horeca channels. These considerations include profit margins, available products, reliable supply chain, and brand equity to arrive at a conclusion. Thereby, findings suggest the preference of retailers for trusted brands by the consumers having quality assurance and consistent supplies because of the perishability aspect related with dairy products such as milk, curd, and paneer.

In addition, kiosk events, wall paintings, and shutter advertisements have proven to have a positive effect on the visibility of the brand and engagement of the consumers with the brand, thus affecting the decision of retailers to stock. Shelf space allocation was also observed to depend on consumer demand, brand promotions, and product differentiation in competitive retail environments. Through market visits and retailer feedback, the study provided actionable recommendations to strengthen Amul's brand presence and optimize product turnover. This internship emphasized the importance of close relationships and support mechanisms from strong retailers in fostering brand loyalty and market growth in the FMCG industry.

Keywords: Distribution Efficiency, Brand Loyalty in Dairy, Retailer Relationship Management.