Methodology

Sources of Data Collection

Primary Sources of Data

Consumer surveys
Informal interviews of WDs and retailers
Interveiws of hotels and other institutions.
FGD

Secondary Sources of
Data
Organisations Sales data
Data from Milk Mantra
Online resources

Sampling Plan:
For the consumer surveys the individuals were the unit of analysis.The sampling technique
used was convienence sampling.100 consumers from 8 places were chosen as per their
availability at shops.
For the institutional buyers again the technique was convenient sampling.The institutions
who were had healthy relations with different distributors were approached.
Excel was used along with SPSS for survey analysis.