Consumer Awareness of Amul

Amul Dairy,Anand
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SUBMITTED FOR
Partial fulfillments of the requirements

of the three years fulltime
Bachelor of Business Administration (BBA)
SUBMITTED BY
SISODIYA NIKENDRAPRATAP SINH V.

T.Y.B.B.A
Roll No: 62
Exam No:
(2008-09)
SUBMITTED TO
HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN
COLLEGE OF COMPUTER & MANAGEMENT STUDIES, VADU.

Affiliated with Hemchandracharya North Gujarat University, Patan.
Ta: Kadi, Dist: - Mehsana 382705 (North Gujarat).
College of computer & management studies,Vadu.

Amul Dairy,Anand
INTRODUCTION OF DAIRY INDUSTRY

Industries whereby milk and milk products are handled are known as Dairy
Industry. Dairy Industry includes all the firms dealing with the processing of milk
and manufacturing of milk products and their marketing in industrial scale. Dairy
Industry is a very important and the basic industry for country like India. Nearly
70% of the people in India is based on agriculture and most of them have
cattle's (cows and buffaloes) in their houses. Indian Dairy Industry is dominated
by cooperative sectors for so many years. Indian dairying is emerging as a
sunrise industry. India represents one of the world's largest and fastest growing
markets for milk and milk products. World focus on India for this industry are
because of low cost economy, liberalization process, low inflation rate,
inexpensive labor, largest democracy, no government interference, etc.
On the peasant milk producers of Khaira district, Gujarat the NDDB (National
Dairy Development Board) was set up under the chairmanship of Dr. Verghese
Kuriene in 1970 under the programmed, the Anand Dairy of Khaira was
developed first. Khaira is one of the India's flushest milk tracts and is
distinguished by a famous dairy procurement, processing and marketing co-
operative established at Anand in 1946.
India has a long tradition of keeping milk animals as a part of the farming
household. Animals are cared for highly rated milk and milk products are also

Amul Dairy,Anand
greatly valued in the society as a source of good nutrition. Cow is considered to

be a sacred animal since time immemorial. Milk is used in most of the rituals.
Milk production and consumption is always been a part of Indian culture.
Milk is complete a food. Though widely used per capita milk consumption in
India was much less than the developed countries the dairymen were also not
developed on commercial lines. In 1965, in order to support the farm economy
by developing dairy sector on the request by peasant milk producers of Khaira
district, Gujarat the NDDB (National Dairy Development Board) was set up under
the chairmanship of Dr. Verghese Kuriene.

Amul Dairy,Anand
Brief History of Amul
Anand milk union ltd. had been established in the year 1938. Mr. Vallabhbhai
Patel was the president of this organization. Previously this unit was started
under the name of KDCMPUL
(Kaira District Co-Operative Milk Producers union Limited)
In February1955, new dairy was established and than Mr.Kurian & Mr.Philip
have thought to name this unit as Amul was registered in 1957.
For the establishment and development of Amul Mr.vallabhbhai Patel

Tribhovandas Patel, Bhailalbhai (Bhaikaka) and Mr.Kurian have played an
important Role.
With the time Amul is developed in 1966-67 Amul have started to produce baby
food. In 1970-71 new factory was established in Mogar in 1974. In Amul
chocolates has been introduced in 1976. Nutramul was introduced.
In Nov, 1973 GCMMF (Gujarat Co-Operative Milk Marketing Federation) was

elected and Kurian was elected as president. This federation has started
marketing of dairy production from 1st April 1974.
The production capacity is increasing day to day. And right now the collection of
milk is 7.73 crore kgs. They are having Production unit at Mogar, Khatraj and
Anand.
They are producing milk powder, butter, Ghee, Chocolate, Milk food, Cheese,
shreekhand etc. which are being marketed by GCMMF.

Amul Dairy,Anand
General Information
NAME :- Kaira District Co-Operative Milk Producers Union Ltd.
Registration Address :-
Kaira District Co-Operative Milk Producers Union Ltd. Kaira dist Anand -388001
Phone: 02692-256124
Fax : 02692-240225
Email :- www.Amuldairy.com

Amul Dairy,Anand
Board Of Directors
1. Mr. Ramsinh.P.Parmar (Chairman)
2. Mr.Rajendrasinh.D.Parmar (Vice Chairman)
3. Mr. Mansinh.K.Chauhan
4. Mr.Dhirenbhai.A.Chavada
5. Mr. Pravinsinh.F.Solanki
6. Mr.Bipinbhai.M.Joshi
7. Smt.Madhuben.D.Parmar
8. Mr.Bhaijibhai.A.Zala
9. Mr.Shivabhai.M.Parmar
10. Mr.Chandubhai.M.Parmar
11. Mrs.Sarajuben.B.Patel
12. Mr.Maganbhai.G.Zala
13. Mr.Ranjeetbhai.K.Patel (Additional Director)
14. Mr.B.M.Vyas (GCMMF)
15. Mr.Deepak Dalal (Co.operative department Gujarat)
16. Mr.Rahul Kumar (Incharge M.D)

Amul Dairy,Anand
Auditors
Special auditor milk association, Anand
Bankers
 The Kaira district Central Co. Bank Ltd

 Axis Bank Ltd
 State Bank of India
 Bank of Baroda
 Corporation Bank
 Bank of Maharashtra
 HDFC Bank Ltd

Amul Dairy,Anand
About Area
Anand is the city in the Gujarat state of India. It is also a district differeciated
from Kaira.
It is the one of the big cities in Gujarat .it houses Amul dairy. In this area they
are known for tobacco production.
Both the districts one having lots of farmers. And is this area there are large no.
of buffalos and cows of famous breeds.
There is large amount of milk is producers in both the districts major towns near
by area.
Nadiyad.
Bareja.

Amul Dairy,Anand
PRODUCTS
1) Amul Gold
Qut :- 500 ml.
Nutrition: - 4.5 fat.
2) Amul Ghee
R.M:- Milk Butter
Qty: - 200 ml.
500 ml
1 liters.
3) Amul Spray
Qty: - 500 gms
1 kg.
R.M:- Milk
4) Butter
R.M. Milk Fat
Nutrition: - Milk fat 80%
5) Amulaya
6) Masti Dahi
Qty:- 200 ml
R.M:-Milk
7) Nutramul

Amul Dairy,Anand
8) Amul shreekhand
Qty : 200 ml
500 ml
1kg
R.M:- Dahi
Flavors: Kesar , elichi

Amul Dairy,Anand

Amul Dairy,Anand

Amul Dairy,Anand
Production Department:-
In this department there are certain kinds of sub department like.
 Milk receiving department

 Milk production department
 Pouch packing section
 Butter making department
 Ghee making department
 Powder making department
Marketing department:-
The Amul is a co operative union. It is classified into large scale. it covers a
domestic market & now a days its market has widely spread in foreign countries
also.
Exports :
Amul exports the products in foreign country also like
 Powder products
 Ghee products
 Chocolate products
 Milk

Amul Dairy,Anand
Generally the marketing of all products are held by GCMMF. So they have to
cover just domestic market. The marketing of all products are marketed under
this name so, this is advantage to capture the domestic market.
Distribution channel

Amul Dairy,Anand
Distribution
chart
Amul Dairy GCMMF
Distributior
Retailer
Customer
Quality policy :-
Amul dairy, Anand is committed to produce safe food of excellent quality to
achieve to all customer satisfaction & improve the quality of life of its member
milk products.
H.R.D

Amul Dairy,Anand
In this section there are lots of members. are working in Amul and they are
treated as family members and they are given facilities.
1) Dispensary in dairy to give facilities to their workers.

2) medical facilities are given to employees and other milk producer mentors
3) They have gifted one low price canteen do their employees.
4) The company provides wanted working conditions their employees.
5) The employees are provided same uniform also.
FINANCE :
In this year company have made Rs.451.51lakhs of profits and net sales
one made worth Rs 81631.69 lacs.
They have budgeted the reserve funds and general reserve funds and
other funds up to Rs.2362.18 lacs.
They have grants worth Rs.1554.28 lakhs and total assets one worth
Rs 5371.69 lakhs.
RESEARCH METHODOLOGY
INTRODUCTION:-

Amul Dairy,Anand
Marketing research is the function which links the consumer & market to the
marketer through information used to identify and define marketing
opportunities and problem, generate refine as evaluate marketing actions
monitor marketing performance and improve understanding of marketing as
process.
Several characteristics of modern business enough used of marketing research
by business first the suppliers of product and service need to have information
about final consumer in order of market their products and services more
effectively second as a company grows and start distributing its products in a no
of different markets, manager of the company find themselves becoming more
separated from the finals consumers of their products.
Marketing Research is also raised thought cell four phases of the administration
process selecting strategies developing marketing plans putting the plan in to
action, and integrated their marketing research activities in to miss designed to
provide manager the information they need for recurring problem decisional.
Finally we are came say that marketing research is large and growing field of
business entities that is playing. We are increasingly important role in decision-
making.

Amul Dairy,Anand
MARKETING RESEARCH PROCESS
How the marketing research is conducted in order to find out the solution of a
particular problem which is arise in particular firm. We have divided the
marketing research process in following step.
1. Establishing need for marketing research.
2. Define the problem
3. To convert the management problem in marketing research problem.
4. Establish objectives
5. Determine research design
6. Methods of assessing data
7. Design collection forms
8. Collection of data

Amul Dairy,Anand
9. Analysis of data
10. Prepare & present final report
RESEARCH METHODOLOGY
(1) OBJECTIVES
(2) DESIGN
(3) SAMPLING METHOD
(4) SAMPLE SIZE
(5) RESEARCH FINDING RESULTS
RESEARCH OBJECTIVES
There are several objectives so that research is needed because any problem
arrises in the company can only being found out just with the help of market
research.

Amul Dairy,Anand
(1) To know the credibility of Amul with customer.
(2) To know the satisfaction level of customer with service of Amul Dairy.
(3) To know the communication level well response level to the customer of
Amul Dairy.
(4) To know the understanding level of customer after purchasing the product of
Amul Dairy.
(5) To know the level of physical facility provide to the customer by Amul Dairy.
(7) To know the courtesy of Retailers for customer.
DESIGN
An research design is made for the purpose of finding out are the consumers
totally aware of the products of Amul or not.
RESEARCH DESIGN
The Research is based on the commitment trust theory of relationship marketing

(Mrophan and Hunt1994). The basis for the survey is servqual: A multi

Amul Dairy,Anand
dimensional scale for customer perception and expectation of service quality

parasmamanet at 1988 “the research design used in the study is exploratory and
analytical. It is exploratory as it probes into the various farmers that influence the
customers’ relationship marketing strategies. It also probes the various factors
which influence employees of the banks in providing quality service to the
customer thus developing relationship with the customer well by which the
customers reciprocates than same.
Data collection:
\ The primary data is collected from the responsibility through personal interview
method under that I have selected sample size of 100 and their interviews are
taken. Their collection of the data is done with the help of a questionnaire. The
questionnaire is non-disguised and well structured.
There are closed-ended response with multiple choice answer are used few
“yes” or “No” types of questions are also used. Few open-ended questions
Are also used to give freedom to the through of the respondents for attitude
measurement into the questionnaires
SAMPLING METHOD
Simple random method is used. This method very essential in the measurement
of emotional feelings benefits and behavioral responses of the respondants.

Amul Dairy,Anand
SAMPLE DESIGN
The universe of the study consists of the customers of Amul at Khera and
Anand Areas.
Sample size : 100 customers
Sample unit : Customer of “Amul Dairy”.
Data Analysis
Q-1 who buys dairy products for you ?

Amul Dairy,Anand
Your self - 25 %
Wife - 60%
Other family members :-15%
Your self
Wife
Other familly
members
Conclusion : most of people prefers the products which are bought by wife 60%
people goes buy the products 25% people goes to buy the products then selves
and remanding the products brought by other members
Q-2 from where do you buy your products ?
Amul retailers : 25%
Local dairy : 21%
Other retailers : 35%

Amul Dairy,Anand
Don’t know :9%
Amul Retailars
Local Dairy
Others
Don’t know
Conclusion :
Generally major amount of public 35% prefer their products
From local retailers.25% people prefers to go to Amul retailers 19% people don’t
know from where their comeliness prefer the products and the people from
small village generally goes to local dairy.
Q-3 which products do you use ?
1. Amul Gold – 23%
2. Masti dahi – 96%
3. Nutramul – 2%

Amul Dairy,Anand
4. Amul spray -12%
5. Ghee -98%
6. Amul Shreekhnd -95%
7. Cheese – 8%
8. chocolate – 25%
100%
90%
80%
70%
60%
50% Series 1
40%
30%
20%
10%
0%
amul gold masti dahi nutramul Amul spray Ghee Cheese
Conclusiion:-

Amul Dairy,Anand
Ghee , Dahi and shreekhand are the products widely used by the customers. In
urban areas Amul Gold and Amul spray are widely used by the
consumers.Nutramul and Cheese are not as much known but mass quantity of
chocolate is used by the consumers.
Due to unavailability of the products in rural areas consumers are not aware of
the products like;
1. Amul Gold
2. Nutramul
3. Amul spray
4. Cheese
5. Chocolate
Q-4 What do you think about price & quality of Amul?
Price quality
Best 70% 71%

Amul Dairy,Anand
Better 21% 22%
Good 6% 5%
Not good 30% 1%
100%
90%
80%
70%
60%
50% Quentity
40%
Price
30%
20%
10%
0%
Best Better Good Not
good
Conclusion:
Large no of people think that the price & quality are best. Some people want
changes in price and very less people have asked about quality .
Q.5 What do you think about test and packaging ?
TEST:-
Amul Gold 70% 30% 0%

Amul Dairy,Anand
Masti dahi 59% 39% 2%

Nutramul 54% 21% 25%
Amul spray 0% 98% 2%
Ghee 97% 3% 0%
Amul
Shreekhnd 49% 50% 1%
Cheese 21% 74% 5%
chocolate 0% 11% 89%
100%
90%
80%
70%
60%
50% Series1
40% Series2
30% Series3
20%
10%
0%
Amul Gold Amul spray Cheese
Conclusion:-

Amul Dairy,Anand
Test is differentiated in three categories A,B and C.
Large numbers of people are satisfied with the test but in chocolate people are
not satisfied.Nutramul is also comes in category 2nd anmd 3rd.So,people wants
some more test in above products.
PACKAGING:-
Packaging
A B C
Amul Gold 30% 33% 37%
Masti dahi 82% 18% 0%
Nutramul 6% 92% 2%
Amul spray 3% 96% 1%
Ghee 98% 2% 0%
Amul
Shreekhnd 96% 3% 1%
Cheese 73% 17% 10%
Chocolate 0% 52% 48%

Amul Dairy,Anand
100%
90%
80%
70%
60%
50% Series1
40% Series2
30% Series3
20%
10%
0%
Amul Gold Amul spray Cheese
Conclusion:-
\In packaging also, people are satisfied but they want some innovation in the
products like Amul spray, Nutramul, chocolate and in Amul Gold.

Amul Dairy,Anand
Q.6 Specify three most attractive features of Amul products?
120%
100%
80%
60% Series 2
Series 1
40%
20%
0%
QUELITY TEST&PRICE AD.ITEAMS
Conclusion:-
 Quality is the best feature of Amul is said by 95% people of sample size
 70% people attracted with the test and prices
 54%people have like the additional items used in the products like. In Amul
shreekhand Elichi,kesar

Amul Dairy,Anand
Q.7 Features do you want to be in your product?
Sales
Satisfy
Not satisfy
Concluson:
 95% people are satisfied with the features of Amul
 5% people have problem in price and packaging
So, Generally except packaging consumers are totally satisfied with the features
of AMUL.

Amul Dairy,Anand
Q.8 How frequently do you purchase the product ?
100%
90%
80%
70%
60%
50% Daily
40%
30% weekly
20% Fortnightly
10%
0% Monthly
Sometmes
Conclusion :
 The urban area people daily purchase Amul Gold but less of people erm
ruular area purchase this. 70% people weekly purchase masti dahi but 30%
people purchase it weekly of Fortnightly from whole consumers of this product.
54% people purchase Nutramul fortnightly and others are purchased monthly.
the shreekhand is used in summer so it is purchase sometimes. but 34% people
the Amul Shreekhand weekly in summer people who used cheese, purchase,
sometimes in month. Chocolate is also purchased by the younger’s and this
product is sometimes purchased.

Amul Dairy,Anand
Q.9 Quantity purchase at a time?
Series 1
3
Series 2
Series 3
2
0
Category 1 Category 2 Category 3 Category 4
Conclusion:
 Amul Gold :32% liters 67%, 500 ml, 1% more than one item
 Masti Dahi :All users use 200 ml or small cup
 Nutramul : 36% 500 gms,40% 1kg. 34% less than 1 kg.
 Amul Spray :User only know about 500 gms, peak and they purchase this
quantity
 Ghee : 62% ,1 kg , 18 % 500 ml , 30% 200 ml
 Shreekhand : 1% 200 gms , 68% 500gms , 31 % 1 kgs
 Cheese : 65 % 200 to 300 gms, 35 % more than 200 gms
 Chocolate : maximum about to 90% people 2 to 4 . and remaining 10% 5 to

10 no’s uses the chocolate product.

Amul Dairy,Anand
Q.10 What makes you try a now products ?
Brand Name : 21% have given 5 Rank
25% have given 3 Rank
Conclusion :Brand name of any company just influence

54%consummers to prefer the product 21% people are not influence with the
brand name .
Word of month : 97% have given 5 Rank
Conclusion : Consumer are not influence with the word of Month 97

% consumers have voted that they don’t trust on word of month. While 3%
people have said they some times think over that
Advertisement : 55% people have Ranked 3
38%people have Ranked 2
7% people have Ranked 1
Conclusion : only 7 % people are influence with the advertisements

while 38% people are interested but not so much as other while 55% people are
in favour of category that is not much attractive variable.
Promotions : 99% people Rank 2
1% people Rank 1
Conclusion : large no of population is effected by this strategy they

wants to purchase the product if there is any offer.

Amul Dairy,Anand
Packaging :86 % people Ranked 3
14% people Ranked 4
Packaging effects to consumer but they are not so much effected by

the packaging.

Amul Dairy,Anand
FINDINGS & SUGGESTIONS

The brand name Amul is well known and it has large no of population.
Amul is very good in its field but there are some lacking have been found out.
There are wide range of products in Amul. But there is the problem in rural
area that they can not get all the products like cheese and Amul Gold.
There is other Problem is found out in Amul Ghee. People wants the Ghee
which is with gracility. Some of people have said that the quality of Amul is best
but price is high in some products like cheeses and Nutramul.
In some of the Products the consumers wants test. In Amul Shreekhand

they wants some other flavors and Nutramul in Other different flavors.
People are impress with the Quality of the Product ant they are also impress
with the purity.

Amul Dairy,Anand
SUDGESTIONS :
 As per my views they have to create more .small Amul Parlors in Ruler Area
 They have to crate Availability of the Products.
 They have no any Promotional offers so they have to start some offers.
 In chocolate specially people are very disappointed by the test and packing
so they have to think over that.
 In comparison to other brands the chocolate of Amul is not so Popular. So

they have to crate Advertising for this Product.
 Specially for Amul Gold People want this in bottle or any other safe
Packaging .so ,Amul have to innovate the packaging of Amul Gold.

Amul Dairy,Anand
PREFACE
B.B.A. Programmed, a professional course require knowledge of not only

theoretical but also requires practical knowledge as a student of B.B.A.
such training is mast helpful for increasing the skill, ability & also
capability of the student.
Today the world has become more competitive so struggle is more far
human being. To get the job the theoretical as well as practical knowledge
is required. Hence the study of management is very important.
I am the student of management institute studding in T.Y.B.B.A in Vadu
B.B.A. college of business administration. I am thankful to college and
university to allow us to prepare marketing report on the assigned
company which allotted to me. The collage allotted “Amul Dairy” As my
company where my basic study is research on consumer Awairness for
the local products preference along comparative study at milk industries
and dealer’s satisfaction level. I get positive response from management
team of company.
I have tried to comprise all the important in presenting report.
Thanks,
Yours faithfully,
NIKENDRA SISODIYA

Amul Dairy,Anand
ACKNOWLEDGEMENT
Industrial visit is the most favourable subject because not only gives
practical knowledge of the industries but also it encourages me to learn
more as per syllabus of F.Y B.B.A I received different types of help for our
professor and other persons.
I am grateful and thankful to each person who helped me to collect the
information about industries.
 Dr. B S Agrawal (principal)

 Ashish D. Christian
 Mr.Harshad Patel
 Mr.Pankaj Gadhavi
Dr. B S Agrawal (principal), Mr.Harshad Patel have given us such

precious to the visit in the industries.
I also thankful to the staff of my collage from whom I got co-operation
Thank you ,
NIKENDRA
SISODIYA

Amul Dairy,Anand
Conclusion
“Amul Dairy” visit is very remarkable visit. In India there are few industries
which are producing different types of Milk Products.
“Amul Dairy” is a large scale industry it is located in at Anand. So it supply
of a labors on cheaper rate. At this a visit we show al section of this
industry and we know information about process how they producing
different types of cloths.
I also get information about various department of company. I am very
thankful to who give me information about these industries to top to
bottom management, marketing, finance, and other

Amul Dairy,Anand
BIBLIOGRAPHY
Web sites
www.amul.com
www.google.com
www.amuldairy.com
Book’s names
 Marketing Management By Philip Kotlar
 Business Research Methods

Amul Dairy,Anand
SRNO. PARTICULERS PAGE NO.

1. PREFACE
2. ACKNOWLEDGEMENT
3. GENERAL INFORMATION
 ITRODUCTION
 GENERAL INFORMATION
 BOARD OF DIRECTORS
 BRIEF HISTORY
 ABOUT AREA
 RANGE OF PRODUCTS
4. REVIEW OF DEPARTMENTS
5. RESEARCH METHODOLOGY
 INTRODUCTION
 RESEARCH PROCESS
 RESEARCH OBJECTIVE
 RESEARCH DESIGN
 SAMPLING METHOD
 SAMPLE DESIGN
6. DATA ANALYSIS
7. SWAT ANALYSIS
8. FINDINGS & SUGGESTIONS
9. CONCLUSION
10. BIBLIOGRAPHY
11. QUESTIONNARIE

Consumer Awareness of Amul

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For more project report visit www.techshristi.com

Partial fulfillments of the requirements

SISODIYA NIKENDRAPRATAP SINH V.

COLLEGE OF COMPUTER & MANAGEMENT STUDIES, VADU.

College of computer & management studies,Vadu.

INTRODUCTION OF DAIRY INDUSTRY

College of computer & management studies,Vadu.

greatly valued in the society as a source of good nutrition. Cow is considered to

College of computer & management studies,Vadu.

Brief History of Amul

For the establishment and development of Amul Mr.vallabhbhai Patel

In Nov, 1973 GCMMF (Gujarat Co-Operative Milk Marketing Federation) was

College of computer & management studies,Vadu.

NAME :- Kaira District Co-Operative Milk Producers Union Ltd.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

 The Kaira district Central Co. Bank Ltd

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

In this department there are certain kinds of sub department like.

 Milk receiving department

Amul exports the products in foreign country also like

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

Amul Dairy GCMMF

College of computer & management studies,Vadu.

1) Dispensary in dairy to give facilities to their workers.

College of computer & management studies,Vadu.

College of computer & management studies,Vadu.

MARKETING RESEARCH PROCESS

1. Establishing need for marketing research.

2. Define the problem

3. To convert the management problem in marketing research problem.

5. Determine research design

6. Methods of assessing data

7. Design collection forms

College of computer & management studies,Vadu.

10. Prepare & present final report

(3) SAMPLING METHOD

(4) SAMPLE SIZE

(5) RESEARCH FINDING RESULTS

College of computer & management studies,Vadu.

(1) To know the credibility of Amul with customer.

(7) To know the courtesy of Retailers for customer.

The Research is based on the commitment trust theory of relationship marketing

College of computer & management studies,Vadu.

dimensional scale for customer perception and expectation of service quality

College of computer & management studies,Vadu.

Sample size : 100 customers

Sample unit : Customer of “Amul Dairy”.

Q-1 who buys dairy products for you ?

College of computer & management studies,Vadu.

Other family members :-15%

Q-2 from where do you buy your products ?

Amul retailers : 25%

Local dairy : 21%

Other retailers : 35%