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Study on Retail Penetration
A REPORT ON “THE STUDY ON PENETRATION OF AMUL MILK BEVERAGES IN THE RETAIL OUTLETS OF HYDERABAD CITY”

BY: T.Rahul 09PSHYD010

At Gujarat Co-Operative Milk Marketing Federation Ltd.

A REPORT ON “THE STUDY ON PENETRATION OF AMUL MILK BEVERAGES IN THE RETAIL OUTLETS OF HYDERABAD CITY”
BY: T.Rahul 09PSHYD010

At

Gujarat Co-operative Milk Marketing Federation Ltd
A report submitted in partial fulfillment of The requirements of MBA program of IBS Hyderabad

Company Guide:
Mr.S.V.R. Chary (Dy.sales manager)

Faculty guide:
Dr.Trilochan tripathy

Mr. Kalyan Chakravarthy Senior Executive (Sales) DATE OF SUBMISSION: 14/05/2009

AUTHORIZATION: Dated: 14-05-2010 Dr. Trilochan tripathy, Faculty, Economics Department, IBS Hyderabad

To whomsoever it may concern: I, Dr. Trilochan tripathy, here by authorize the submission of the Project work on “THE STUDY ON PENETRATION OF AMUL MILK BEVERAGES IN THE RETAIL OUTLETS OF HYDERABAD CITY”, undertaken by Mr. T.Rahul (Enrollment Number 09PSHYD010) as partial fulfillment of the requirement of MBA Program of IBS Hyderabad. The Project work and the report were carried on by the student under my guidance and no part of this report has been submitted for any other degree or recognition before. Sincerely, (Dr. Trilochan tripathy)

ACKNOWLEDGEMENT:

With an enriching experience of Summer Internship in AMUL, Hyderabad, I express my sincere gratitude to Mr. S.V.R Chary, Divisional Manager, AMUL, Hyderabad, who allowed me to do a project in this esteemed organization. The project was successfully shaped under the guidance of Mr.Kalyan chakravarthy, Senior sales executive, AMUL, Hyderabad and I express my sincere appreciation and thanks to him. I express my sincere gratitude and tribute to Dr. Trilochan tripathy, under whose support and guidance, this project was successfully completed. The support and assistance that I


References: Web references: a) http://www.scribd.com/doc/26261159/retail-peniteration-of-mother-dairy-icecream  [Accessed 13th April ,2009 ] b) http://www.docstoc.com/docs/25970760/market-penetration-(Amul) ( Accessed 19th April,2010) c) http://www.scribd.com/doc/18272287/Milk-Revolution-in-India-by-Jelton-Based-on-Amul  [Accessed 26th April ,2010 ] d) http://www.indiadairy.com/ind_dairyindustry.html [Accessed 29th April ,2010 ] e) http://www.scribd.com/doc/4586303/Indian-Agri-Industry[Accessed 10th May,2010 ] f) http://amulthebrand.blogspot.com/[Accessed 12th May,2010 ] Technical references: Marketing Research, An applied Orientation by Naresh K.Malhotra. Journals: Russel Abratt and Stephen Donald Goodey “Unplanned Buying and In-Store Stimuli in Supermarkets”, Managerial and decision economics, vol.11, No.2, (1990), pp. 111-121. David J. Reibstein, Paul W. Farris “Market Share and Distribution: A Generalization, a Speculation, and Some Implications”, Marketing Science, Vol. 14, No. 3, Part 2 of 2: Special Issue on Empirical Generalizations in Marketing (1995), pp. G190-G202 . Yasuhito Watanabe, Nobuhiro Suzuki, and Harry M Kaiser “Identifying Consumer Characteristics Associated With Japanese Preferences Towards Milk Products”,(1996). Bytyqi Hysen*, Vegara Mensur, Gjonbalaj Muje, Mehmeti Hajrip, Gjergjizi Halim, Miftari Iliriana and Bytyqi Njazi “Analysis Of Consumer Behaviour In Regard To Dairy Products In Kosovo”, (2008)
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