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Factors influencing the frozen chain management system in Dairy and its impact on Sales: An empirical study for AMUL Ice cream in Andhra Pradesh

Debajani Sahoo*, Priya Agrawal**

* Assistant Professor, Department of Marketing, IBS, Hyderabad, AP, India.

** Student, Department of Marketing, IBS, Hyderabad, AP, India.

Periodicity:December - February'2013
DOI : https://doi.org/10.26634/jmgt.7.3.2113

Abstract

The present study focuses on the current scenario of the frozen chain management system of Amul Ice Creams in AndhraPradesh . This study focuses on all dimensions involved in the frozen chain management system like the company support, distribution network, relationship between distributors and retailers, promotional activities and many more. The concept of HADF (Humara Apna Deep Freezer) is also a part of the project which includes performing a purity check and analyzing the importance of HADF as a promotional tool in encouraging impulse buying at retail outlets.
The retailers and wholesalers of Amul in twin city of Hyderabad & Secunderabad has been taken as sampling unit. Convenience sampling method has been used for the sample size of 198. The collected information has been used for factor analysis followed by regression analysis using spss 13.0. There are five factors considered important for studying the frozen chain management system like HADF concept, Distributor & Retailer relationship, Promotional Activities, Company Support and association with Amul found from the analysis . Out of these five factors the first four have direct impact on the weekly sales of retailers .

Keywords

Frozen Chain Management System, Dairy Industry, Retailer Perception.

How to Cite this Article?

Debajani Sahoo and Priya Agrawal (2013). Factors Influencing the Frozen Chain Management System in Dairy and its Impact on Sales: An Empirical Study for Amul Ice Cream in Andhra Pradesh. i-manager’s Journal on Management, 7(3), 26-33. https://doi.org/10.26634/jmgt.7.3.2113

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