Challenges Faced by the Retailers in Selling the Selected Carbonated Dairy Drink in Anand City, Gujarat

Carbonated drinks or frizzy drinks are beverages that contain dissolved carbon dioxide. These are the packaged drinks that are available in bottles, cans, and PET bottles without any alcohol content. This industry has been experiencing paramount changes regarding product innovations, variations, and offerings. To create a wider penetration of carbonated beverages and sustaining the customer base, companies have been using a variety of strategies. This study was conducted to identify the problems faced by the retailers in selling the selected carbonated dairy drink in Anand city, Gujarat. Primary data was collected with the help of collecting the information from 60 retailers of different general stores, parlors, bakeries and petty shops using purposive sampling method in order to analyze and interpret the information. According to the findings of the study conducted, using the percentage and tabular analysis, it was observed that 41.67 percent of the respondents felt that the price of the carbonated dairy beverages are higher than the other competitive carbonated drinks. 30 percent of the retailers gave their feedback of better service as there was replacement of the old stock and the company was resolving the issues as per the need. 20 percent of the respondents felt that the quality of the selected carbonated dairy drink was good. Only 8.33 percent respondents reported that there was better supply. So, the data depicted that the retailers were not so satisfied with the selected carbonated dairy beverage products. About 55 percent of the retailers were not satisfied with the marketing and promotional strategies of carbonated dairy drinks. The results clearly represented that the retailers expect more promotional activities from the companies, draw suitable marketing strategies, attract the new customers by creating the awareness, retain and nurture the existing ones and target the potential ones to increase the sales revenue and maximize the profit.