A

PROJECT REPORT

ON

“RETAIL MANAGMENT”

SUBMITTED BY

Miss . GADEKAR GAURI PRAVIN

UNDER THE GUIDANCE OF
PROF. THORAT S.G.

TO

J.T.S.S.P.M.
SHRI SHIV CHHATRAPATI COLLEGE, JUNNAR

IN THE PARTIAL FULLFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

SAVITRIBAI PHULE PUNE UNIVERSITY
ACADAMIC YEAR 2022-23
 J.T.S.S.P.M.
SHRI SHIV CHHATRAPATI COLLEGE OF ARTS,
COMMERCE & SCIENCE
NAAC RE-ACCREDITED-“B+” GRADE

DEPARTMENT OF COMMERCE AND RESEARCH

CENTRE
BACHELOR OF BUSINESS ADMINISTRATION

Certificate
This is to certify that project report on “RETAIL MANAGEMENT”
submitted by Miss Gadekar Gauri Pravin student of S.Y.B.B.A.
Semester -IV has satisfactorily completed project work as laid down
by the Savitribai Phule Pune University for academic year 2022-
2023.

DATE:

INTERNAL EXAMINER EXTERNAL EXAMINER

Project Guide:

DECLARATION

I undersigned, hereby declare that the project report “RETAIL

MANAGEMENT” is written & submitted by me to SAVITRIBAI PHULE
PUNE UNIVERSITY, in partial fulfilment of the requirement for the award
of degree of BACHELOR OF BUSINEES ADMINISTRATION
SEM-IV under the guidance of Prof. THORAT S.G. This is my original work
& the conclusions drawn in there are based on the material collected by myself.

DATE:

PLACE:

Gadekar Gauri Pravin

 ACKNOWLEGEMENT

I Gauri Gadekar an individual. Student of SYBBA Chhatrapati Shivaji

Maharaj College Junnar. We owe a sense of gratitude to the intelligence and
cooperations of those people who had been so easy to let us knowing understand
what we needs from time to time for completion of this exclusive project.

This project was completed with the help of some internet info and also

by the gratitude which was given to me by my teacher’s.

So I Mrs Gadekar Gauri Pravin submit this project to Mrs.Thorat Mam.

Hope you like the project.

 Index

Sr.No Contents PageNo.

1. Introduction to Study 5-7

2. Objective, Scope, Importance and Limitation 8-11

ofThe Study

3. Industry Profile 12-14

4. Company Profile 15-27

5. Research Methodology 28-32

6. Dataanalysis & Interpretation 33-43

7. Findings 44-45

8. Suggestions 46-47

48-49
9. Conclusion

10. Questionnaires 50-51

11. Bibliography & Annexure 51-52

1
 CHAPTER NO. 01
INTRODUCTION

INTRODUCTION

Basic Concepts And Contest Of Topic

“Retailing is selling to final consumer products to household.” According to Mc. Carthy. The
origin of word ‘retail’ is related with French word ‘retaillier’ which means ‘to break the bulk’ or
‘to cut a piece off’. In the process of distribution, the product move from manufacturers to the final
customers. The comprehensive combination of different activities or steps which are used to sell
product or services to consumer for self or family consumption is termed as retailing.

Retail Marketing Mix: The Four Ps of Retail Marketing

Product: There are two primary types of merchandise. Hard or durable goods like appliances,
electronics, and sporting equipment. And soft goods like clothing, household items, cosmetics,
and paper products. Some retailers carry a range of hard and soft items like a supermarket or a
major retail chain while many smaller retailers only carry one category of goods, like a boutique
clothing store.
Price: Pricing is a key element to any retail strategy. The retail price needs to cover the cost of
goods as well as additional overhead costs.

Place:
The place is where the retailer conducts business with its customers. The place can be a physical
retail location or a non-physical space like a catalog company or an e-store. While most retailers are
small, independently owned operations (over 90%), over 50% of retail sales are generated by major
retailers often called “big box retailers”.

Promotion:
Promotion is the final marketing mix elements. Promotions include personal selling, advertising,
sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention
to pay to each tactic, and how much money to budget for each. A promotion can have a wide
range of objectives, including increasing sales, new product acceptance, creation of brand equity,
positioning, competitive retaliations, or the creation of a corporate image.

Types of retailing are:

1. Store Retailing
1. Amount of Service.
2. Relative Price Emphasis.
3. Control of Outlets.
2. Non store Retailing
1. Direct Marketing
2. Direct Selling
 CHAPTER NO.02

OBJECTIVE, SCOPE & IMPORTANCES,LIMITATION

 Functions of Retailing
1) Delivery of the goods to the end consumer:
This makes shopping for all requirements quite hassle-free for the consumers. This also facilitates
consumption and maximizes consumer satisfaction. Because the company cannot take
responsibility of delivery to every single customer, it appoints retailers. One of the functions of
retailing is immediate delivery.

2) Is an essential part of the distribution chain:

Because the retailer takes over the cumbersome task of distribution of goods manufactured to the
target market, the manufacturer is relieved of this responsibility and can divert his resources to
manufacturing activities.

3) Finances the wholesaler:

While booking his order of goods with the wholesaler, the retailer pays some percentage or the
whole of the order price in advance. This helps the wholesaler to carry on with his operations
seamlessly. In some industries, it is the retailer who pays cash to maintain stock and in others
the wholesaler has to carry the stock as paid capital. Nonetheless, financing is one of the major
functions of retailing

OBJECTIVES OF THE STUDY

The overall objective of retail marketing is creating and developing services and products that
meet the specific needs of customers and offering these products at competitive, reasonable prices
that will still yield profits. Businesses must realize that, in retail, the customer lies at the center of
any organization's marketing efforts, determining the overall success of the product or service.

To increase customer loyalty

To define target market

To determine your customer need

To Increased Brand Awareness

To Greater Brand Loyalty

To Better Customer Engagement, And Experience

 Importance of Study
1) Sales to Ultimate consumers of the products
In a retail transaction, the goods and services are sold to ultimate or final consumers. The products
don’t get resold after this transaction. Goods and services sold at this point can be used for various
purposes such as for domestic use, household use or for industrial use.

2) A convenient form of quantity-wise selling

The meaning of word retail is to break down the goods in small pieces and reselling them. The
goods are bought by the retailer in large quantities from the middleman or manufacturer and bulk
is divided into small quantities and sold to consumers as per their requirements.

3) Convenient place and location

Retailer stores are generally set up at locations which are convenient for consumers to reach. A retail
store can be of various forms such as it could be a small shop, small store, or a multiplex. Goods can
be sold through internet and mobile apps as per the convenience of consumers.

4) The lifestyle of people are shaped by retailing

Retailing is an integral part of modern society. People highly depend on retail stores to lead a
comfortable life. In the past time, goods and services were made available through the process of
trading. But in present times trading is replaced by buying and selling goods which makes retail stores
an important part of the society.

5) Retail business contribute to the economy

In many countries, the retail business is one of the biggest contributors to the Gross Domestic
Product (GDP), and its contribution has increased as compared to past and is also increasing by
leap and bounds. Retailing is a driving force of the economy and its ambition is to encourage
sustained growth.

6) Retail is interdisciplinary
Retailing has developed from a number of interrelated disciplines such as economics, geography,
management, economics , and marketing. Economics is useful to manage the finances of a store.
The good knowledge of geography is important to make the right choice of location to open a store.
Management plays an important role in managing your staff and inventory and similarly, right
marketing helps you to penetrate in the market.
Scope of Study
Retailing has a very wide scope. It is one of the fastest growing industries in India and is providing
employment opportunities to many people. Retailing provides employment in two ways. Firstly, it
provides entrepreneurship opportunities to the people and secondly, it provides employment to so
many people who cannot own the retail stores.

With the increase in the purchasing power of the people and the rural reach of the retailers, the
scope of retailing has increased manifold. The scope of retailing can be viewed from the two
viewpoints.

1. Retailer’s Perspective:
From the retailer’s perspective, retailing can include anything that the retailer wishes to sell. It
may be goods or services. These may include goods such as mobiles, computers, electronics,
readymade garments, textiles and clothing, jewellery , books, paintings, medicines,stationery,

watches, or may include services such as catering, hospitality, hospitals etc .

2. Employee’s Perspective:
Retailing has provided tremendous opportunities of employment. The retailers operating at a small
level required small number of employees to help them in business. These employees were
appointed as salesmen, cleaners, cashiers, etc. by the retailers. But with the increase in the scope
of operations and the growth of retailing, there has been tremendous change in the industry.

LIMITATIONS
1. There is no concrete basis to prove the response given is a true measure of the opinion of
all the consumer as a whole.

2. The questionnaire contained mostly multiple-choice questions; therefore many respondents

may not have given a proper thought before answering the questions.

3. Due to the fact that most of the respondents were young, the questions might not have been
answered with due sincerity.

4. The response of the respondents may not be accurate thinking that the researcher might
misuse the data.
 CHAPTER NO. 03
INDUSTRY PROFILE
The wonder years:

Over more than 50 years amul has been ruling in the hearts of millions of Indians. It has proved
to be instrumental in dairy development of India. It has proved great incentive to the milk
producers in the district.

The Beginning:

Kaira Union introduced the brand “Amul” for marketing its product range. The word “Amul” is
derived from Sanskrit word ‘Amulya’ which means ‘priceless’ or precious(a name proposed by
then founding leader of Agriculture College, Dr. Maganbhai Patel was founded in 1946
through the efforts of Tribhuvandas Kishibhai Patel. Amul's foundation was a significant
contributor to the white revolution in India The Development:

Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel
under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a
cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the
Bombay Milk Scheme instead of Polson (who did the same but gave them low prices). He sent
Morarji Desai to organise the farmers. In 1946 the milk farmers of the area went on a strike
which led to the setting up of the cooperative to collect and process milk. Milk collection was
decentralized, as most producers were marginal farmers who could deliver, at most, 1–2 liters of

11
milk per day. Cooperatives were formed for each village, too. By June 1948, the KDCMPUL had
started pasteurising milk for the Bombay Milk Scheme.

Name of the Organization AMUL

Location Anand, Gujarat

Telephone No. +91-2692-258506

Email [email protected]
OP
Date of Establishment 1946

Type of Industry Food processing

FMGC
Name of Managing Director Rupinder Singh Sodhi

12
 Few Facts About Anand Milk Union Limited i.e. AMUL

• Amul was founded in 1946 in Anand, Gujarat with a mission to stop the exploitation of
the farmers by middlemen.

• Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF), which is jointly owned by more than 3.6 million milk producers of Gujarat.

• Amul spurred the White Revolution in India, which placed India at the top of milk
producing nations.

• The Amul corporative was created by Dr Verghese Kurien, who is also known as the
Father of the White Revolution in India.

• More than 15 million milk producers pour milk in 144500 dairy cooperative societies
across the country.

• Amul is present in over 50 countries, and in India alone has more than 7200 exclusive
parlors.

• In 1999, Amul was awarded the “Best of All” Rajiv Gandhi National Quality Award“ for
maintaining the utmost level of quality in its plants.

• Amul has been awarded the Guinness World Record for the longest running
advertisement campaign.

Key Success Factors –

1. The Amul Girl (The Amul Advertising Campaign)

The Amul girl is the advertising mascot used by the company to promote the brand. The
brand has been cleverly using the cartoon figure in its longest running ad campaign, to
instil an element of humor into its print ads. The content is liked by the people and results
in better customer engagement. This increases the brand recall value for Amul. Hence,

13
the Amul girl advertising campaign is often described as one of the best Indian
advertising concepts.

2. Innovation
Amul has constantly been innovating – be it launching new products, creative marketing
campaigns or challenging traditional societal trends to come up with better ones.
In the 1960’s, Amul became the first brand in the world to make skimmed milk powder
from buffalo milk. Also with its three-tiered cooperative structure, Amul changed from
traditional operations to a more cost-efficient and effective structure.

3. Strong Brand:
Amul follows the Branded House Architecture way, wherein whatever they promote;
they promote it under one common brand name – Amul. The prime focus is on
promoting the parent brand rather than individual products which helps them gain more
brand visibility and results in lesser marketing and advertising costs.

Distribution Network

14
 CHAPTER NO. 04
PRODUCT PROFILE

15
Product analysis:
Product name: Amul ghee
Packing:- Pouch: 500ml & 1Ltr
Tin: 200ml, 500ml, 1Ltr, 2Ltr & 5Ltr
Refil: 200ml, 500ml, & 1ltr

Pet Jar: 200ml, 50ml & 1ltr

Bulk Pack: 10kg
Plastic Bucket: 15kg Tin

Nutritional Approximate
Information; value

Energy,Kcal 814

Energy from Fat,Kcal 814

Total Fat, g 90.5

Saturated fat, g 58

Cholesterol, mg 190

Vitamin A, mcg 700

Storage Condition Dry and Cool place

Pouch packing: 9months Tin

packing: 12 months Refil
Shelf Life
packing: 9 months Jar
Packing: 6 months
Bulk Packing: 12 months

16
Product Profile

17
18
Aims-

1. To achieve business turnover of rs.50000 cores by 2020-21. 2.

To establish itself as largest dairy organization in the world.

3. Become the largest fast- moving consumer goods organization in India.

19
Achievement-
Amul: Asia's largest dairy co-operative was created way back in 1946 to make the milk producer
self-reliant and conduct milk- business with pride. Amul has always been the trend setter in
bringing and adapting the most modern technology to door steps to rural farmers.

GCMMF received Bronze Trophy at the Indian Marketing Awards – 2014

GCMMF – Finalist in World Beverage Innovation Awards – 2014

GCMMF received APEDA Awards for 16 years continuously

Amul wins World Dairy Innovation Awards – 2014

Amul receives Rishi Good Green Governance award for the year 2013
GCMMF Receives Prestigious CNN-IBN Innovating for a Better Tomorrow Award Amul
wins AIMA High Performance Brand Award-2013 for brand Amul
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD Quality
Award 2013

20
 CHAPTER NO.04
THEROTICAL BACKGROUND

Therotical Background

Some Retailers of Amul Milk and Milk related Products:

1. Amul Ice Cream Parlor,

Shop 3, Katraj, Pune - 411046, Near Ichhapurti Ganesh Mandir , Behind Bharati Vidyapeeth

Mo.9028883922

2. Thakar Amul Ice Cream Parlours

Shop 4, Chintamani Park, Kharadi, Pune - 411014, Opposite Relience Mart Tukaram Nagar

Mo.8849376738

3. Mauli Ice Cream Parlour

Sancheti Road Busy Arked Building, Shop No.5 Anand Nagar Singhgad Road, Manik Baug,
Pune – 411051

21
Mo.9822657991

22
Retail Price Distribution:

23
 CHAPTER NO.05
RESEARCH METHODOLOGY

Research Methodology
Research Problem
• Seek the general perception of consumer towards Amul milk

• To know the consumer psyche and their behavior towards Amul milk

24
Objective Of The Research

• To know the relationship of sales with the advertisement.

• To know awareness of people towards Amul milk

• To know which advertisement tool is mostly preferred by people.

• To know the preference of Amul milk with comparison to other competitive brands.

• To know the factors which affects consumers buying behavior to purchase milk.

Data Collection
• Primary data:The primary data was collected through questionnaires. They were
filled using the scheduled method of data collection by the researcher.

• Secondary data-The secondary sources were used only for collecting information
regarding the sample; they were however not used for analysis.

• Universe: Universe of this research is Amul customer of Anand and near area.

• Sampling technique–Non probability sampling

• Sample size- 50 respondents have selected as sample size for research.

25
 CHAPTER NO.05
DATA ANALYSIS & INTERPRETATION

26
 Data Analysis And Presentation (Customer)
1. Do you know about Amul products or retail shop?

Option Results

A. YES 40
B.
NO 10

Interpretation:

27
 .
Data Collected for this questionnaire to know about customers of Amul Data collected for
project from 50 respondend in which 40 peoples are known about Amul products and their retail
shop.

2. Why do u refer to buy Amul Products?

Factors No. of Respondents

a. Quality 20

b. Brand Image 5

c. Price 3

d. Easy availability 10

e. Others 2

28
Interpretation
From the above chart we conclude that out of 40 customers 20 customers bought Amul product
because of Amul products quality. 5 customers bought Amul products due Brand image and Big
brand name of Amul company. 3 customers bought Amul products due to low price with good
quality. 10 of them bought Amul products due to easy availability and 2 of them from other
references.

3. How long have been using the present brand of Amul Ghee?

Years Customers

One year 5

Two Years 10

Three Years 10

Four Years And More 15

29
Interpretation
Data collected for this questionnaire to know about why people prefer Amul products more.
Form 40 customers 5 customers are using Amul ghee from one year. Here is 10 customers using
Amul ghee from last 2 years.10 customers using from 3 years same as 2 years. 15 customers
using from four or more years.

4. How is packaging of Amul Products?

Condition Result

Good 35

Bad 5

30
Interpretation:
Data collected for this questionnaire to know about why people prefer Amul products
more.From40 customers 35 customers respondend that Amul products packaing is good and 5 of
customers respondend bad.
5. How do you rate the price of products sold by Amul?

Option Results

a. High 5

b. Average 25

c. Low 10

31
Interpretation:

.
Data Collected for this questionnaire to know about customers of Amul Data collected for

project from 40 respondend in which 5 customers respondend high rate of Amul products , 25
respondend average and 10 of them responded low rate of Amul product.

6. We you suggest Amul products to your friends?

Option Result

a. Yes 33

b. NO 7

32
 Interpretation:

Data collected for this questionnaire to know about that customers want to suggest Amul
products to their friends. From 40 customers 33 customers want to suggest Amul products to
their friend, and 7 customers dosen’t. In total respondend we analyses that most of the
customers want to suggest Amul products to their friends.

7. Which type of advertisement do you think is best?

Option Result

Pamphlet 5

Television 20

Social Media 15

33
Interpretation:
Data collected for this questionnaire to know about which type of advertisement is more
effective. From 40 customer 5 of them attracted towards Pamphlet advertisement, 20 customer
attracted towards televison advertisement and 15 customer towards soical media.
8. How many times do you visit Amul parlor?

Daily Weekly Monthly

25 10 5

34
Interpretation:
Data Collected for this questionnaire is to know that how many times people visits Amul
parlor.The above data is collected from respondents in which 25 people visit the store on daily
basis 10 of them visit on weekly and 5 of them visit on monthly basis.

9. How do you rate Amul products?

Excellent Good Average

20 15 5

35
Interpretation:
Data collected for this questionnaire to know about how people rate the Amul products.From 40
people 20 of them says Amul products is excellent product.15 of them says Amul product is good
and 5 people says its average product.

10. Do advertisement and promotion tools influence you to purchase the products?

Yes No

30 10

Interpretation:
The above data represent the result of the customer when they were asked about the that do the
advertisement and promotion tools affect them to buy the product or not. The answer of 30 was
yes and 10 was no.

36
Data Analysis And Presentation (Retailers)
1. From where do you get Amul products?

Distributors Other Suppliers

5 0

Interpretation:
Data collected for this questionnaire to know about that from where retailers got Amul
products.We can see in chart that complete 100% product are delivered to customers by the
distributors.

2. How much do you stock Amul ghee of 15 kg tin?

37
 a. Less then 50 tins 4

b .More then 50 tin 1

Interpretation:

We can see less then 50 tins 4 retailers stock ghee and 1 more then 50 tin do stock.

3. Are you satisfied with Amul distributors?

Yes No

38
 4 1

Interpretation:

Data collected for this questionnaire to know about that retailers are satisfied about Amul
products. From 5 retailers 4 retailers are satisfied with Amul products, and 1 retailers are
not satisfied with Amul products. In total respondend we analyses that most of the
retailers are satisfied with Amul distributors.

4. Did you get credit facility from Amul?

39
 Yes No

5 0

Interpretation:
Data collected for this questionnaire to know about that did retailers get credit facility from
Amul.From 5 Retailes 5 of them gets the credit facility.

5. Do you get products on stock in time?

Yes No

4 1

40
Interpretation
It is observed that 80% retailers get products stock on time and 20% don’t get it on time.

6. Do you keep another brand product?

yes No

5 0

41
Interpretation
We can see that every retailer who keeps Amul product does not keep product of any other
brands.

7. Is customers provides positive responds to Amul products?

Yes No

4 1

42
Interpretation
It is observed that 4 customers provide positive response to Amul products and only 1 does not.

8. Which problem do you face from distributors side?

Availability Margin Advertisement

1 3 1

43
Interpretation:
Data collected for this questionnaire to know about that which problem retailers faced from
distributors side. from 5 retailers 1 retailer says shortage of availability , 3 of retailes say margin is
less and 1 retailer said there are problems in advertisement from distributors side.

9. Are you satisfied with the profit margin you get?

Yes No

5 0

44
Interpretation
We can see in chart that satisfaction with profit margin is 100%

10. Are customers providing good response towards Amul products?

Yes No

5 0

45
Interpretation
It is observed that 100% customers are providing good response to Amul products.

46
 CHAPTER NO. 06

FINDINGS

Findings
1. Many Of Customers use product by its Amul Brand.

2. We saw in charts that customers & Retilers are happy with Amul product.

3.Amul parlor are also available in many places

4.The price of product is comfortable to the customers.

5.Customers are easy to by amul products offline & online way.

47
6.Amul products are daily use product. 7.

Amul parlor are clear.

8. Amul Products packaging is good.

9. Most of the customers are satisfied with the quality of products.

48
 CHAPTER NO.07
SUGGESTIONS
Suggestions

1.Amul parlor should start service of home delivery to the customers.

2.Amul parlor person should take feedback from customers.

3. Amul should make advertisement for new products.

4. There have been a lot of complaints about replacement policy of Amul. Amul should try to improve
its replacement policy and make it somewhat liberal. 5. Amul Should give schemes or Discount.

6. Company should use the electronic as well as print media for their Advertisement.

49
 CHAPTER NO. 08
CONCLUSION

50
 Conclusion

1. The Amul brand has proved that it is not just a product but a movement that represents
the economic freedom of farmers. 2. The brand has given farmers the courage to dream, to
hope and to live.

3. The first, that Amul has developed a strong brand and implemented its marketing strategy
towards strengthening it constantly.

4. The second that AMUL presented traditionally accepted milk products with a brand value
as well as targeted sustained growth for the long term depending upon matching supply and
demand.

51
 CHAPTER NO.09
QUESTIONNAIRE

QUESTIONNAIRE

Name of customer: Age:

Occupation: contact details:

Q.1 Are you Buy AMUL product ?

a) Yes b) No

Q.2 Do you own AMUL products ?

a) Yes b) No
52
Q.3 While purchasing consumer durables which parameter influences you ?

a) price b) Brand

c) Feature price d) Service

Q.4 Do you prefer any financing scheme to purchase any consumer durables ?

a) Yes b) No

Q.5 from where you prefer consumer durables ?

a) Exhibition b) co.shoppee

c) showroom

Q.6 Are you satisfied by servicing cost ?

a) Yes b) No

Q.7 How do you know about AMUL company?

a) Advertise b) Relative

c) Friends d) Other

Q.8 How frequently you change your consumer durables?

a) 1-3 years b) 3-5 years

c) 5-10 years d) morethan10years

53
Q.9 Are you satisfied for the service provided by Amul Ice cream Parlour?

a) Yes b) No

Q.10 Would you recommend other customer to purchase AMUL product ?

a) Yes b) No

54
 CHAPTER NO.09
BIBLIOGRAPHY

Bibliography

BOOKS:
• Marketing Management. book

By. Philp Kotler

55
 • Principles of management., By.

L.

WEB SITES: .
•

56