Primary data:

Collection of primary data was conducted by visiting the people personally for the population for the preparation of the report.

i) Research approach:

It means the way by which the information was collected. Visiting the various places of Pune, getting the questionnaire filled by different individuals.

Beside this, frequent visit to the retailers was of great help to conduct the analysis and research work.

Contact methods:

Instrument or Data collected Forms: It is the method by which data is gathered. It could be done through various instruments like questionnaires, observations, getting information from the shopkeepers was sufficient enough to conduct the study.

ii) Collection of information:

The primary information was collected by face-to-face and direct interviews with the retailers and the customers. They provide the relevant information regarding the profile of the company as compared to the other company in the Indian market.

The secondary sources of information were various web sites of the companies, newspapers & magazines.

iii) Analyzing the information:

The data collected was carefully analyzed. The research and analysis of the information has been done on the basis of various sales and marketing strategies adopted by the company during its tenure.

iv) Reporting and conclusions and recommendations:

This is the most vital part of the work undertaken. After collection and analysis of data, it was recorded in the form as prescribed. The major part of the report is the findings.

6.5 Research Method – Exploratory & Conclusive Research

Exploratory research provides insights into and comprehension of an issue or situation. It should draw definite conclusions only with extreme caution.

Conclusive research draws conclusions: the results of the study can be generalized to the whole population.

Exploratory research information is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research.

Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be can be collected.

Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems (MIS).

Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.

6.6 Sampling:

Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen.

Researchers rarely survey the entire population

because the cost of a census is too high. The three main advantages of sampling are that the cost is lower, data collection is faster, and since the data set is smaller it is possible to ensure homogeneity and to improve the accuracy and quality of the data.

The methodology used to sample from a larger population will depend on the type of analysis being performed, but will include simple random sampling, systematic sampling and observational sampling.

6.7 Random Sampling:

A random sample is a subset of individuals that are randomly selected from a population.

Because researchers usually cannot obtain data from every single person in a group, a smaller portion is randomly selected to represent the entire group as a whole. The goal is to obtain a sample that is representative of the larger population.

For example, imagine that a market research company is interested in learning more about what type of dish soap people use. Instead of polling every single person, they will select a random sample of individuals and question them about the type of soap they use. By using a randomized sample, they get a clearer idea of what likely exists in the population at large.

6.7.1 Types of random sample:

Simple random sample is selected so that all samples of the same size have an equal chance of being selected from the entire population.

A self-weighting sample, also known as an EPSEM (Equal Probability of Selection Method) sample, is one in which every individual, or object, in the population of interest has an equal opportunity of being selected for the sample. Simple random samples are self-weighting.

Stratified sampling involves selecting independent samples from a number of subpopulations, group or strata within the population. Great gains in efficiency are sometimes possible from judicious stratification.

Cluster sampling involves selecting the sample units in groups. For example, a sample of telephone calls may be collected at by first taking a collection of telephone lines and collecting all the calls on the sampled lines. The analysis of cluster samples must take into account the intra-cluster correlation which reflects the fact that units in the same cluster are likely to be more similar than two units picked at random.

6.8 Research Design:

This research design is exploratory as researcher need to find out the scope of Amul

Products from retailers in Pune. The method of data collection is qualitative and descriptive in nature i.e. survey and observation based research. The study is done in steps stated below.

1. Understanding the Amul Products.

2. Understanding the Amul distribution system.

3. Collection of data:

Primary Data - Through questionnaire from various Parlours, Restaurant, Retailers in Pune region.

Secondary Data - Through internet, magazines and newspaper etc.

1. To analyze the data

2. Finally the conclusion and giving recommendation on the basis of research.

6.9 Sample Design:

The sample was drawn by using Random Sampling Techniques, as researcher needs to fill questionnaire from Retailer.

Apart from that, Random Sampling Techniques are more economical than any other sampling technique.

Target population includes, Retailer, Restaurant, Parlours, etc.

6.10 Sample Size:

A sample size of 100 was taken out of 180 because they are Amul product buyers. The samples were randomly selected from the population for the research work.