Abstract
The research paper entitled “Study of retailer's satisfaction towards distribution channel of AMUL products in Jammu” has been conducted in Jammu in which the retailers and distributors were selected at different places in Jammu city through convenience sampling. The information from various retail shops and distributors were collected with the help of well structured pre-tested schedule and the data was analyzed by using descriptive statistics, pie charts, per centages. In this study two distribution channels of AMUL products in Jammu were identified viz. (I) Company → C/F → Distributer → Retailer → Consumer and (II) Company → C/F → AMUL retail outlet → Consumer.
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