Summer internship project in Reliance Dairy

4
Summer Internship Project Report
On
“Retailer Satisfaction level Regarding Dairy Products with Special Reference to Reliance
Dairy Food Products Ltd”
Submitted in partial fulfillment of the requirements for the Two Year Full Time
Post Graduate Diploma in Management
I.T.S- Institute of Management
Greater Noida
Session: 2012-2014
Under the Guidance of: By:
I. Faculty Mentor - Prof. Vishal Agarwal Biman Dewan
(Faculty Marketing) Enrollment No: 14008
II. Industry Mentor Name - Mr. Javed Hussain I.T.S- IM Batch: 2012-14
(Area In charge)

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CERTIFICATE
This is to certify that Mr. / Ms. Biman Dewan PGDM (2012-14 Batch) a student of I.T.S-Institute
of Management, Greater Noida has undertaken the project on “Retailers Satisfaction Regarding Dairy
Products with Special Reference to Reliance Dairy Food Products Ltd.”. The survey, data
collection, & Analysis work for preparing the project has been carried out by the student in partial
fulfillment of the requirements for the award of PGDM, under my guidance and supervision.
I am satisfied with the work of Mr. Biman Dewan
Faculty Mentor’s Name:
Prof.: Vishal Agarwal
DATE (Signature)

4
ACKNOWLEDGEMENT
Success of every Summer Internship Program and their Project depend largely on the self &
encouragement and guidance of many others. I take this opportunity to express my gratitude to the people
who have been instrumental in the successful completion of my Internship Program as well as the Project
Report.
First of all I would like to thank the management at Reliance Dairy Food Ltd for giving me the
opportunity to do my 45days Summer Internship Training in their esteemed organization and also for
providing me with valuable advice, data for project and endless supply of new ideas & support for the
Project.
And 2ndly
I would to extend my heartfelt thanks to the CRC for providing me the opportunity to do my
summer Internship Project with Reliance Dairy Foods ltd.
I would like to thank my Industrial Mentor, Mr. Javed Hussain (Area in Charge) and Mr.Z.Abraham
(Marketing Head) & Mr. Devendra Gupta for providing practical exposure for project during training and
his valuable guideline during the Training Period.
I offer my sincere gratitude to the Director General Prof. Shekhar Ghose for providing guidance
during the entire span of my study.
I would like to thank Prof. Samiran Jana for providing valuable suggestions and helping throughout
the course of training.
I would also like to thank my faculty Mentor Vishal Agarwal, ITS-IM, for his guidance which helps
me to pursue my training in a right and fruitful way.
At the last but not the least, I want to thank all the mentors i.e. both industrial and institutional, all the
people, Respondent, Retailers, Distributors and each & every person who support and help me in
Performing my Training Successfully and help in completing this Report directly or indirectly.
Thanking You:
Biman Dewan
ITS-IM/PGDM/14008/2012-14
Greater Noida.

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DECLARATION
I hereby declare that the following project report titled “Retailers Satisfaction Regarding
Dairy Products with Special Reference to Reliance Dairy Food Products Ltd” at Reliance Dairy
Food ltd. Greater Noida 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 indulged 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
Mr. BIMANDEWAN

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SR/No. INDEX P/No.
1 EXCUTIVE SUMMARY 6
2 INTRODUCTION
 Topic of Project
 Company
 Product Portfolio
8
3 OBJECTIVE AND SCOPE OF STUDY 14
4
LIMITATION
16
5
RESEARCH METHODOLOGY
 Nature of Research
 Hypothesis
 Type of data collected-primary and secondary
 Data collection - Flow chart
 Software used
18
6 DATA ANALYSIS & INTERPRETATTION
22
7 FINDING AND CONCLUSION 34
8 RECOMMEDATION TO RDFL 51
9 REFERENCES 55
10 ANNEXTURE 57

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Executive summary
This Study has been done with an aim of determining the various factors which would Influence
Sale of the Dairy Product of the Reliance Dairy Food 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
April, 2013 till 2nd
Jun. 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 in morning till the 12:00
PM at noon.
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 weak.
The project was divided into further division in Research mythology:-
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
IV. Statistical Tools

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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 Food 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 Food 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 Food ltd.
• Distribution channel of Reliance Dairy Food ltd.

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INTRODUCTION TO THE TOPIC
The Topic of this project is “Retailers satisfaction regarding dairy products with special
reference to Reliance Dairy Food 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. Still others (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 Greater Noida city. 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.

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INTRODUCTION TO THE ORGANIZATION
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 product known as Reliance Dairy Food
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.
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.

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Reliance enjoys global leadership in its businesses, being the largest polyester yarn and fibre 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.
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.

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Reliance Retail Reliance Retail is the retail business wing of the Reliance business. Many brands like
Reliance Fresh, Reliance Dairy Food 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 Food 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.
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 2011.
 Ensure cost & quality competitiveness through adoption of best technology & business practices.
 Maximizing returns to stake holders, farmers and value for money to the consumer.

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SUPPLY CHAIN MODELS OF RDFL MILK
RELIANCE DAIRY
PLANTS
RELIANCE DAIRY
PLANTS
PROCESSIN
G
UNIT/POINT
PROCESSIN
G
UNIT/POINT
COLLECTION
POINT/UNIT
COLLECTION
POINT/UNIT
DISTRIBUTERDISTRIBUTER DISTRIBUTERDISTRIBUTER
RELIANCE DAIRY
PLANTS
RELIANCE DAIRY
PLANTS
RELIANCE DAIRY
PLANTS
RELIANCE DAIRY
PLANTS
Farmers Own TransportationFarmers Own Transportation
RELIANCE OWNLOGISTICSRELIANCE OWNLOGISTICS
FARMERS
CATEGOR
Y 1
FARMERS
CATEGOR
Y 1
FARMERS
CATEGOR
Y 1
FARMERS
CATEGOR
Y 1
FARMERS
CATEGOR
Y 1
FARMERS
CATEGOR
Y 1
DISTRIBUTERDISTRIBUTER
RETAILE
R
RETAILE
R
RETAILE
R
RETAILE
R
RETAILE
R
RETAILE
R

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Product Portfolio
Product list, Price, Variety, Shelf life:-
Products Varity Pack Size Price Shef Life
500ml 19.5 2 days
1ltr 39 2 days
TM 500ml 15 2 days
DTM 500ml 13 2 days
SM 400ml 10 2 days
200gm 10 8 days
500gm 26 8 days
1kg 48 8 days
Plain 500ml 10 7 days
Masala 200ml 5 7 days
200ml 42 10 days
1kg 195 10 days
500ml 160 3 month
1ltr 320 3 month
Ghee
Milk
FCM
Curd
Butter
Milk
Paneer
RDFL
Milk Curd Butter Milk Ghee Paneer
MasalaPlain
FCM
TM DTM
SM

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 Objectives:-
1) To study which product of Reliance Dairy has highest sale among the retailers in Greater
Noida.
2) To study retailer satisfaction with price, packaging, promotional, scheme, Timely
Delivery, Curdling & quality of reliance dairy product.
3) To study the level of satisfaction of retailer with respect to Replacement facility.
 Scope of project:-
The study carried out in Greater Noida city so its scope mainly to Greater Noida
• Its 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.

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Limitations of the study:-
Since the study was done in only one region of Greater Noida. The results cannot be generalized
on all Greater Noida 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 rural
area of Greater Noida city only therefore, the results may not be applicable to the wider population in
general,
Secondly, the results of this study are limited because only 60 samples size has been collected for the
study from the allocated Greater Noida city.
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.

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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.
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.
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 RDFL Retailers in Greater Noida.
 Sampling procedure: A non probability sampling technique i.e. convenient sampling
procedure was adopted.
 Sampling size: A sample of 60 retailers was selected from the target population for the study.
STATISCAL TOOLS:-

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For the purpose of analysis, chi Square test, Co relation, Percentage Methods are used for the
calculation and the result was interpreted with graph.
-: DATA COLLECTION - FLOW CHART:-
SOFTWARE USE:-
 Microsoft Excel
 Microsoft Word
 SPSS
 Photoshop
From each one
randomly selected
the data
From each one
randomly selected
the data
Data was
collected
through
structure
question
naire
Data was
collected
through
structure
question
naire
First
allocate
the area
as per
compan
y norms.
First
allocate
the area
as per
compan
y norms.
Personall
y visited
& filled
by asking
them
questions
.
Personall
y visited
& filled
by asking
them
questions
.
Then total
covered as
Greater Noida: -
I) Kulesara II)
Habibpur III) Jal
Pura IV)
Halduani V)
Surajpur
Then total
covered as
Greater Noida: -
I) Kulesara II)
Habibpur III) Jal
Pura IV)
Halduani V)
Surajpur
To filled 10 questionnaires
normally I had interact
more than 20 respondents.
To filled 10 questionnaires
normally I had interact
I chose for
filled data
in a 5
locations.
And collect
data near
about 12%
in each
location.
I chose for
filled data
in a 5
locations.
And collect
data near
about 12%
in each
location.
Finally 60 primary data was
collected. After interacting

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Data analysis:-
The data analysis has done in Greater Noida. It gives idea about the competitors of Reliance dairy
milk. It gives information regarding their market and Retailers interest in sale of Reliance Dairy
Products, it’s also provides information of satisfaction level of Retailers regarding the Reliance Dairy
products.
Type of shop classification:-
Data:-
Nature No. of the shop Percentage
Grocery 30 50%
Dairy 20 33%
Confectionary 10 17%
Others 0 0%

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Interpretation:-
Above graph shows, only 17% of Confectionary retailers sale the Reliance dairy food products,
33% of Dairy Retailers sale the Reliance Dairy food Products And 50% of Grocery shop Retailers
sale the Reliance dairy food Products in Greater Noida.
Size of shop classification:-
Data:-
Nature No. of the shop Percentage
Big 12 20%
Neither big nor
Small
28 47%
Small 15 25%
Very Small 5 8%

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Interpretation:-
Above graph shows, only 8% very small shops are sale the Reliance dairy food products, 25%
small shops are sale the Reliance Dairy food Products, 47% neither big nor small shops sale the
Reliance dairy food products & rest of the 20 % big shop are sale the Reliance dairy food products in
Greater Noida.
Most Preferred of milk Varity:-
Data:-
Variety of milk Quantity Percentage
FCM 2196 76%
TM 300 10%
DTM 396 14%

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Interpretation:-
Above graph shows that 76% FCM milk, 10% TM milk, 14% DTM milk daily sale in Greater
Noida.
FCM market covered:-
Data:-
Company Quantity Percentage
Reliance 468 21%
Amul 168 8%
Mother Dairy 354 16%
Param 696 32%

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Paras 294 13%
Others 216 10%
Interpretation:-
Above graph shows the total FCM market out of which 21% is of RDFL, 8% Amul milk, 16%
Mother Dairy, 32% is of Param, 13% is of Paras & 10% is of others in Greater Noida.
TM market covered:-
Data:-
Reliance 66 22%
RDFL 48 16%
Mother Dairy 54 18%
Param 84 28%
Paras 18 6%

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Others 30 10%
Interpretation:-
Above graph shows the total TM market out of which 22% is of RDFL, 16% Amul milk, 18%
DTM market covered:-
Data:-
Reliance 114 29%
Amul 30 8%
Mother Dairy 60 15%
Param 120 30%
Paras 24 6%
Others 48 12%

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Interpretation:-
Above graph shows the total DTM market out of which 29% is of RDFL, 8% Amul milk, 15%
How much & which company’s Butter milk you sale daily:-
Data:-
Quantity Quantity Percentage
Reliance 281 44%
Amul 0 12%
Mother Dairy 60 10%
Param 192 30%
Paras 24 4%
Others 78 12%

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Interpretation:-
Above graph shows the total Butter Milk market out of which 44% is of RDFL, 0% Amul milk,
10% Mother Dairy, 30% is of Param, 4% is of Paras & 12% is of others in Greater Noida.
How much & which company’s Curd sale daily:-
Data:-
Quantity Quantity Percentage
Reliance 134 32%
RDFL 27 6%
Mother Dairy 33 8%
Param 139 34%
Paras 24 6%
Others 56 14%

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Interpretation:-
Above graph shows the total Curd market out of which 32% is of RDFL, 6% Amul milk, 8%
.
Age of the retailers:-
Data:-
Age No. of Respondent Percentage
Less than 20 5 8%
20 – 30 16 27%
30 – 40 21 35%
40 – 50 10 17%
More than 50 8 13%

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Interpretation:-
Above graph shows that 8% Retailers age is less than 20, 27% Retailers age is 20-30, 35%
Retailers age is 30 – 40, 17% Retailers age is 40 – 50, 13%Retailers age is more than 50 in Greater
Noida.
General behavior pattern of the retailers:-
Data:-
Age No. of
Respondent
Percentage
Very Good 25 41%
Good 21 35%
Neither Good nor Bad 7 12%
Bad 4 7%
Very Bad 3 5%

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Interpretation:-
Above graph shows that 41% Retailers are very good, 35% Retailers are good, 12% Retailers are
neither good nor bad, 7% Retailers are bad, and 7% Retailers are very bad in Greater Noida.
Are you Happy being stockiest Reliance Milk?
Data:-
Customer prevalence No. of Respondent Percentage
Yes 14 23%
No 46 77%

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Interpretation:-
Above graph shows that 23% Retailers are happy to stock Reliance Milk, rests of 77 % Retailers
aren’t happy to stock Reliance Milk in Greater Noida.

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-:ANALYSIS WITH CHI- SQUARE:-
1. To study the relationship between Quality and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Quality and Types of the Shop of Reliance Dairy Food Ltd.
H1: There is a relationship between Quality and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4a 1.00 3 2 0 5
2.00 3 3 2 8
3.00 3 4 2 9
4.00 9 10 2 21
5.00 12 1 4 17
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 10.533a
8 .230
Likelihood Ratio 13.131 8 .107
Linear-by-Linear Association .253 1 .615
N of Valid Cases 60
a. 11 cells (73.3%) have expected count less than 5. The minimum
expected count is .83.
Interpretation: - As the Pearson Chi- square value is 10.533 and its significant value is .230, Null
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Quality and
Types of the Shop of Reliance Dairy Food Ltd.

60
2. To study the relationship between Packaging and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Packaging and Types of the Shop of Reliance Dairy Food Ltd.
H1: There is a relationship between Packaging and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4b 1.00 5 1 1 7
2.00 16 11 5 32
3.00 8 5 4 17
4.00 0 2 0 2
5.00 1 1 0 2
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .586
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Packaging
and Types of the Shop of Reliance Dairy Food Ltd.

60
3. To study the relationship between Price and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Price and Types of the Shop of Reliance Dairy Food Ltd.
H1: There is a relationship between Price and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4c 1.00 5 5 2 12
2.00 20 12 7 39
3.00 4 2 1 7
4.00 1 0 0 1
5.00 0 1 0 1
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .884
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Price and

60
4. To study the relationship between Margin and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Margin and Types of the Shop of Reliance Dairy Food Ltd.
H1: There is a relationship between Margin and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4d 1.00 8 4 2 14
2.00 19 16 7 42
3.00 3 0 1 4
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .598
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Margin and

60
5. To study the relationship between Timely Delivery and Types of the Shop of Reliance Dairy Food
Ltd.
Ho: There is no relationship between Timely Delivery and Types of the Shop of Reliance Dairy Food
Ltd.
H1: There is a relationship between Timely Delivery and Types of the Shop of Reliance Dairy Food
Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4e 1.00 3 0 0 3
2.00 1 4 1 6
3.00 2 1 3 6
4.00 14 8 4 26
5.00 10 7 2 19
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .158
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Timely
Delivery and Types of the Shop of Reliance Dairy Food Ltd.

60
6. To study the relationship between Promotional Schemes and Types of the Shop of Reliance Dairy
Food Ltd.
Ho: There is no relationship between Promotional Schemes and Types of the Shop of Reliance Dairy
Food Ltd.
H1: There is a relationship between Promotional Schemes and Types of the Shop of Reliance Dairy
Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4f 1.00 3 0 1 4
2.00 9 10 5 24
3.00 8 5 2 15
4.00 9 5 1 15
5.00 1 0 1 2
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .555
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between
Promotional Schemes and Types of the Shop of Reliance Dairy Food Ltd.

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7. To study the relationship between Credit facility and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Credit facility and Types of the Shop of Reliance Dairy Food
Ltd.
H1: There is a relationship between Credit facility and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4g 1.00 3 1 1 5
2.00 4 5 0 9
3.00 1 2 2 5
4.00 18 6 3 27
5.00 4 6 4 14
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .163
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Credit
facility and Types of the Shop of Reliance Dairy Food Ltd.

60
8. To study the relationship between Replacement facility and Types of the Shop of Reliance Dairy
Food Ltd.
Ho: There is no relationship between Replacement facility and Types of the Shop of Reliance Dairy
Food Ltd.
H1: There is a relationship between Replacement facility and Types of the Shop of Reliance Dairy
Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4h 1.00 7 3 3 13
2.00 19 13 3 35
3.00 4 2 1 7
4.00 0 2 2 4
5.00 0 0 1 1
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .128
Linear-by-Linear Association 3.710 1 .054
N of Valid Cases 60
Replacement facility and Types of the Shop of Reliance Dairy Food Ltd.

60
9. To study the relationship between Curdling and Types of the Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Curdling and Types of the Shop of Reliance Dairy Food Ltd.
H1: There is a relationship between Curdling and Types of the Shop of Reliance Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X4i 1.00 3 1 1 5
2.00 6 5 1 12
3.00 6 3 2 11
4.00 9 7 3 19
5.00 6 4 3 13
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .986
N of Valid Cases 60
hypotheses are accepted. Therefore it can be inferred that there is No relationship between Curdling
and Types of the Shop of Reliance Dairy Food Ltd.

60
10. To study the relationship between Replacement Facility of Amul Milk and Types of the Shop of
Reliance Dairy Food Ltd.
Ho: There is no relationship between Replacement Facility of Amul Milk and Types of the Shop of
H1: There is a relationship between Replacement Facility of Amul Milk and Types of the Shop of
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5a 25 13 10 48
1 5 5 0 10
2 0 2 0 2
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .107
N of Valid Cases 60
Replacement Facility of Amul Milk and Types of the Shop of Reliance Dairy Food Ltd.

60
11. To study the relationship between Replacement Facility of Mother Dairy Milk and Types of the
Shop of Reliance Dairy Food Ltd.
Ho: There is no relationship between Replacement Facility of Mother Dairy and Types of the Shop of
H1: There is a relationship between Replacement Facility of Mother Dairy and Types of the Shop of
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5b 19 11 9 39
1 9 8 1 18
2 2 1 0 3
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .413
N of Valid Cases 60
Interpretation: - As the Pearson Chi- square value is 3.949 and its significant value is .413, a Null
hypothesis is accepted. Therefore it can be inferred that there is No relationship between Replacement
Facility of Mother Dairy and Types of the Shop of Reliance Dairy Food Ltd.

60
12. To study the relationship between Replacement Facility of RDFL and Types of the Shop of
Ho: There is no relationship between Replacement Facility of RDFL and Types of the Shop of
H1: There is a relationship between Replacement Facility of RDFL and Types of the Shop of Reliance
Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5c 1.00 14 11 2 27
2.00 12 6 4 22
3.00 4 1 1 6
4.00 0 2 2 4
5.00 0 0 1 1
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .110
N of Valid Cases 60
Interpretation: - As the Pearson Chi- square value is 13.049 and its significant value is .110, a Null
hypothesis is accepted. Therefore it can be inferred that there is No relationship between Replacement
Facility of RDFL and Types of the Shop of Reliance Dairy Food Ltd.

60
13. To study the relationship between Replacement Facility of Param and Types of the Shop of
Ho: There is no relationship between Replacement Facility of Param and Types of the Shop of
H1: There is a relationship between Replacement Facility of Param and Types of the Shop of Reliance
Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5d .00 8 7 1 16
1.00 13 7 5 25
2.00 9 6 3 18
5.00 0 0 1 1
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
6 .324
N of Valid Cases 60
Replacement Facility of Param and Types of the Shop of Reliance Dairy Food Ltd.

60
14. To study the relationship between Replacement Facility of Paras and Types of the Shop of
Ho: There is no relationship between Replacement Facility of Paras and Types of the Shop of Reliance
Dairy Food Ltd.
H1: There is a relationship between Replacement Facility of Param and Types of the Shop of Reliance
Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5e .00 20 11 6 37
1.00 5 6 3 14
2.00 5 3 1 9
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
4 .802
N of Valid Cases 60
expected count is 1.50.
Replacement Facility of Paras and Types of the Shop of Reliance Dairy Food Ltd.

60
15. To study the relationship between Replacement Facility of Others and Types of the Shop of
Ho: There is no relationship between Replacement Facility of Others and Types of the Shop of
H1: There is a relationship between Replacement Facility of Others and Types of the Shop of Reliance
Dairy Food Ltd.
Crosstab
Count
X7b
Total1.00 2.00 3.00
X5f 24 13 7 44
1 0 3 1 4
2 2 3 1 6
3 0 0 1 1
5 4 1 0 5
Total 30 20 10 60
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
8 .131
N of Valid Cases 60
Replacement Facility of Others and Types of the Shop of Reliance Dairy Food Ltd.

60
The project findings are:-
• Reliance dairy products are mostly sold by the GROCERY SHOPS & DAIRY SHOP. Only few
numbers of CONFECTIONARY retailers are sold it. This finding was referred from question
no= 7-(iv).
• Retailers have perceived that customers prefer FULL CREAM MILK, TONED MILK &
DOUBLE TONED MILK respectively in Greater Noida. This finding was referred from
question no = 3.
• BUTTER MILK & CURDS selling of Reliance dairy food products ltd are good as compare to
competitor. This finding was referred from question no = 3.
• Mostly retailers are satisfied with PACKAGING, PRICE, MARGIN, & REPLACEMENT
FACILITY of Reliance Milk in Greater Noida. This finding was referred from question no = 4.
• Mostly retailers are dissatisfied with QUALITY (smell & thickness), TIMELY DELIVERY &
CREDIT FACILITY of Reliance dairy milk in Greater Noida. This finding was referred from
question no = 4.
• Mostly retailers are neither satisfied nor dissatisfied with CURDLING of Reliance dairy milk in
Greater Noida. This finding was referred from question no= 4.
• Mostly retailers aren’t happy to stock Reliance Milk. This finding was referred from question no
= 6.
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 ltd company provides the dairy
products in some cities, and somewhere is more awareness and somewhere is low but during the my
summer internship in the Greater Noida the mostly Retailers are dissatisfied with Reliance dairy foods
ltd. So for this situation company have to improve the Quality, delivery systems and promotions.
Finally we conclude on basis of objective led down the project one as follows.
• After this study I found that BUTTER MILK & CURDS selling of Reliance dairy
food products ltd are good as compare to competitor in Greater Noida.
• Mostly retailers are dissatisfied with MILK QUALITY (curdling, smell & thickness),
TIMELY DELIVERY & CREDIT FACILITY of Reliance dairy milk in Greater Noida.
• Mostly retailers are satisfied with PRICE, PACKAGING, PROMOTIONAL,
REPLACEMENT FACILITY, & SCHEME of reliance dairy product.

60
-: RECOMMENDATION:-
As we know the total sales are depending on Retailers so:-
• Less awareness about reliance dairy products among consumer.
• Company have to improve their Milk smell, curdling problem, milk thickness.
• Company should give the best margin to the Distributors.
• To increase the sales, company should give incentives and compensation to the sales team.
• Company should cover the more area and more Retailers in Greater Noida region.
• Company should provide backed training & facilities for new channel members.

60
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
 National Dairy
Journals:
•
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_Products.htm
 http://agmarknet.nic.in/research_studies.htm
 http://www.bis.org.in/

60
To study the factors responsible for retailer satisfaction of RDFL
1. Do you sell dairy products?
2. Do you sell Reliance Daily life products?
3. How much quantity do you sell of each products:-
Product
s Varity Reliance Amul
Mothe
r Dairy Param Paras Others
Milk
FCM
TM
DTM
SM
Curd
Butter
Milk
4. Please give your views Reliance Milk:-
Parameters
Highly
Satisfied
Satisfied
Neither
Satisfied Nor
Dissatisfied
Dissatisfied
Highly
dissatisfied
Quality
Packaging
I. Yes
II. No
I. Yes
II. No

60
Price
Margin
Timely
Delivery
Promotional
Schemes
Credit
facility
replacement
facility
Curdling
5. Rate the company’s replacement facility for milk:-
Name
Highly
Satisfied
Satisfied
Neither
Satisfied
Nor
Dissatisfied
dissatisfied
Highly
dissatisfied
RDFL
Mother
Dairy
RDFL
Param
Paras
Others
6. Are you Happy being stockiest Reliance Milk?
Why yes: - ………………………………………………………………………………
Why No: - ……………………………………………………………………………….
7. Personal Information:-
I. Yes
II. No

60
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
IV. Types of the Shop :-
A. Grocery Shop
B. Dairy
C. Confectionary
D. Others
V. Name of the Shop keeper :-
Mr. /Ms: - ……………………………………………………………………………….
VI. Gender :-

60
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: - ………………………………………………………………………

Summer internship project in Reliance Dairy

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