An empirical study on effectiveness of retail distribution channel in visakha dairy dealing with milk & milk products in Visakhapatnam

Distribution channel is the process in which product must be moved in the right quantity at the right time to a specific place in order to be delivered most effectively to the end user. The research aims to study the perception of distribution towards Visakha dairy milk, Visakhapatnam and its products; also it identifies the features that influence the customers for selecting the milk type. A questionnaire was used to survey 200 customers and 120 retailers of Visakha dairy who were selected by convenience sampling method. The main objective of the study is effectiveness of distribution channel with special reference to Visakha Dairy Pvt. Ltd. The purpose of this study is to identify the Product & Brand wise demand and effectiveness of distribution channel. The study further proposes a model of organizational performance that can help managers to achieve organizational excellence and help them to maintain a fit with the changing environment.