Assessment of Service Satisfaction at Amul Preferred Outlets (APOs) with Respect to Vasudhara Dairy's Staff Society Offerings

Abstract

The Indian dairy industry is responsible for the world's largest milk production, with key players including Amul, Mother Dairy, and others. Amul Parlours are special establishments where the complete line of Amul goods are kept and sold. Understanding the constraints and challenges faced by Amul parlour owners is vital for the improvement of Amul. This paper examines the satisfaction of Amul Preferred Outlets (APOs) owners with the services provided by Vasudhara Dairy - Staff Society. Primary data were gathered with the help of a questionnaire. A sample size of 98 from three districts (Valsad, Navsari, and Dang) was selected for this study. The results of the study show that APO owners usually have no problems with placing orders or receiving them on time. However, there is room for improvement in terms of lowering the number of broken products delivered, ensuring accurate product lists, delivering products in case of emergency, and handling orders that are ignored. It was observed that APO owners express interest in new product categories such as ready-to-eat, ready-to-cook, non-dairy beverages, protein-enriched products, and dairy-based desserts.