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Gujarat Co-Operative Milk Marketing Federation

DECLARATION

I the student of Sinhgad Business School, Pune hereby declare that all the information that has been collected, analyzed provided for the purpose of the projectis entirely true and factual. I would also like to mention that it is genuine w

ork by me and has not been submitted to any another university or published at any time before.

The information presented in the report is accurate and updated to the best of my knowledge .

Date: -

Name: - Shrawan Kumar. PGDM (AICTE)

Place: -

SBS-584013

Page

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INDEX

Srl. No.1.

DetailsDeclaration

Page No.1

2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

IndexAcknowledgement Certificate Executive Summary Objective of project About Amul Conceptual background Research methodology Finding Awareness of ad Conclusion Questionnaire Reference

2 3 4 5-7 8 9-14 15-20 21-37 38-39 40-46 47-49 50-52 53

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ACKNOWLEDGEMENT

The happiness that accompanies us with the completion of any assi gnment wouldntbe complete without the mention of the people who made it possible.Page

First and foremost, I would like to thank, Mr. A.K Singh, Dy. Manager (sales),

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GCMMF, Indore, for his useful guidance and support and Sinhgad Business School,Pune for providing such an opportunity to do a project as part of the curriculum.

I would like to thank my brother, Mr. Amit Bharadwaj for all his motivation and

useful guidance whish helped in successful completion of the project program.

I would like to thank my entire friends who supported me throughout my life.

Last but not least I would also thank almighty god and my family who were with me in all my endeavors.

Date: -

Name: - Shrawan Kumar. PGDM (AICTE)

Place: -

SBS-584013

Page

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EXECUTIVE SUMMARY

Project Title:1. Awareness level of new TVC Dude, where is doodh 2. Identifying consumers preference and buying behavior for amul masti dahi at INDOREs modern trade market.

Objective: 1 To find out customer preference for the purchase of amul masti dahi. 2 To find out the customer buying behavior for amul masti dahi.

Why this organization was selectedGujarat Co-Operative Milk Marketing Federation Ltd (Amul) the name says it all.The reason for selecting such MNC was to gain experience from well know reputedcompany and to get attach to them. In today s market, knowledge of FMCG is must where else one can find experienced people to learn from before stepping into real market . AMUL is such organization, which is, most recognized brand all over theworld and largest milk brand in Asia therefore every individual aspires to workwith them to gain knowledge and experience which will be climbing stone in futu

re. Experience from MNC not only expands once knowledge in national market butPage

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in international market also, which is boom in Global Market.

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Scope:The need of the project arouse to study the consumers preference and buying behavior for Amul masti dahi and whether customer is satisfied with the product andServices i.e. quality, price, taste, home delivery etc. for Amul.

Methodology:The methodology used to achieve the objective was analytical Research with structured questionnaires in which the respondents were interviewed. The sample size was 500 and the area survey was restricted in INDORE.

Findings:Out of five hundred sample size 409 respondents i.e. 82 % purchase Amul masti dahi and 91 respondents i.e. 18 % does not purchase the Amul masti dahi. They areusing Amul masti dahi for direct consumption, for making dishes, and for other purpose. Majority of them buy Amul masti dahi in morning & factors influence their choice of brand is Brand Quality Price Availability

Conclusion: It was concluded that the consumers preference and buying behavior for Amul

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masti dahi depends upon:

Majority of the customers prefer curd of SANCHI. Majority of the customers prefer Home Delivery of Amul masti dahi Majority of the customers prefer to purchaseAmul masti dahi in the morning. Majority of the customers purchase milk on the b

asis of quality of the Amul masti dahi.

OBJECTIVES OF THE PROJECT

Page

1. To find out customer preference for the purchase of Amul masti dahi

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2. To find out the customer buying behaviors for Amul masti dahi.

3. To find out the satisfaction level of the customer .

SCOPE OF STUDY

The need of the project arouse to study the consumers preference and buying behavior for Amul masti dahi and whether customer is satisfied with the product andServices i.e. quality, price, taste, home delivery etc offered to them and alsofind out the awareness level for Amul masti dahi Scope is limited only for Indore city hence not applicable to other cities and town of India, as various factors would differ.

AMUL Amul: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired' Operation Flood 'Page

cooperatives and 250 litters of milk per day, nothing but a trickle compared to

8

and heralded the 'White Revolution' in India. It began with two village

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the flood it has become today. Today Amul collects processes and distributes over a million litters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga -ma carries the aspirations of generations for moksha,Amul too has become a symbol of the aspirations of millions of farmers. Amul is

an embodiment of faith faith in the ability of our farmers to break the shacklesof poverty and oppression and to create a socio -economic revolution in rural India. At the same time, it had multidimensional impact on rural economy and society: - generating higher income and employment opportunities, facilitating education, enhancing nutrition levels, addressing gender issues and contributing to village -level social amenities. Through the Anand Pattern diary cooperatives, ourfarmers demonstrated to the world, the key to successful Management of Development. Diary cooperatives have provided the farmers, a steady source of income, enhancing their earning and enabling them to improve their standard of living .

PAST HISTORYThe first co-operative was the result of a meeting of farmers in Samarkha (kaira

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Sardar Vallabhai Patel, to fights with rapacious Amul means priceless in

9

district, Gujarat) on January 4, 1946 called by Monarji Desai under advice from

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Sanskrit. A quality control expert in Anand Suggested the brand name milk contractors.

Decision; Milk producers union in village federations into a district union, which alone handle the sale of milk from Kairana to the government run Bombay milk s

cheme. The government, British then, registered the move. The farmers called a milk strike. After fifteen days government capitulated. This was the beginning ofthe Kaira district co -operatives milk producers union ltd. Anand registered onDecember, 1946 Similar milk unions come up in others too. They formed the Gujarat Co-operative Milk Marketing Federation ltd. in 1974. In the early days of Kaira union there was mo dearth of cynics. Could natives handle sophisticated dairy equipment?

Could western style products be processed from buffalo milk? Could a farmer s co operative market these to sophisticated consumers in cities? .The amul people founded the scoffers by processing a/variety of high grade dairy products, severalof them for the first time from buffalo milk, and marketing them nationally agai

nst tough competition.

INTRODUCTION OF THE ORGANIZATION

Gujarat Cooperative Milk Marketing Federation

G.C.M.M.F: An OverviewPage

Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias largest

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food products marketing organization. It is a state level apex body of milk cooperative in Gujarat which aims to provide remunerative returns to the farmers andalso serve the interest of consumers by providing quality products which are good values for money. Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 Rs. (million) 11140 13790 15540 1884

0 22185 22185 22588 23365 27457 28941 29225 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672

Distribution NetworkThe federation distribution network has been strengthened with the addition of 1,007 more Dealers, during the year. GCMMF ltd. now stands at least 5 lacks retailers. These statics impressive as they are, do not tell the most important part of the story. The staunch support, brand loyalty and commitment or their

Page

consumers in the remotest parts of our country. Every day Amul collects

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wholesale dealers and retailers, that makes it possible for their products to reach

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447,000 litres of milk from 2.12 million farmers (many illiterate), converts themilk into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to over 5, 00,000 retail outlets.

FEDERATION NETWORK DISTRIBUTION

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Guj

tC

The wi e range of product manufactured at any of the twel e independent dairy plant as centered as a single board, identity, and name as AM or AGAR

The products manufactured are sent different GCMM Ltd. Go down located all overthe country. From here the products are distributed to the wholesaler dealers orreceiving orders from them. This is done through Zonal office or sales office.holesale dealers on receiving order from retailers distribute products to

the retailers who in turn distribute it to find consumers.

Company at a Glance Member 12 District Co-operative

P

No. of Producer Member

ti il ti ti

FACTORY (DAIRY)GCMMF LTD. GODOWN WHOLESALERS/DEALERS RETAILERS

END CONSUMER

2.41 million.

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No. Of Village Societies

11,615.

Total Milk Handling Capacity

7.4 million liters per day.

Milk Collection (daily Average)

2.08 billion liters.

Milk Drying Capacity

511 metric tons per day.

Cattle feed manufacturing capacity

2340 metric tons per day.

Major export market:Use ,New Zealand , U.K., Gambia, Iraq, Kuwait, Qatar, Bahrain, Muscat, UAE, Nepal, Sri Lanka, Bangladesh, Myanmar, Thailand, Uganda, Tanzania, Botswana, Singapore .

CONCEPTUAL BACKGROUND

Consumer Buying Behavior ConceptThe aim of the marketing is to meet and satisfy target Consumer s need and wants.The field of the customer behavior studies how individuals, groups, and organiz

ation select, buy, use and dispose of the goods, services, ideas, or experiencesto satisfy their needs and desires. Understanding consumer behavior and knowingcustomer is not simple; customer may say one thing and do another thing. They may not be in touchPage

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with their deeper motivations. Also it is very important for any organization toanalyze the opportunity. It is must for organization to convert the challengesin to profitable opportunity .For analysing marketing opportunities and formulating effective marketing strategy, an understanding of the relating market is necessary. Since market consi sts of buyers, it is the behavior of buyers that cent

ral to an understanding of markets. Buyer is the king of the market. Every organization is aim to satisfy the need of the consumers. So that it is important tostudy the Buying Behavior of The customer.

CONSUMER BEHAVIOUR:Consumer Behavior explain how the individual Consumer, groupof the goods, and

consumers and organization select, buy, use, and dispose of services to satisfytheir needs and wants.

MODELS OF THE BUYING BEHAVIOUR:Different models of the buying behavior will helpthe organization to understand the buying behavior of consumers. There are no o

f various items and the consumer consume no of items. But the basic aim behind the consumption activities is to satisfy the needs and wants of the consumers. Anunderstanding of needs and processes that influence the consumer behavior if such needs can help the marketer in his task. There is no of the discipline that provides different models for understanding these. We will undertake these main four models. Economical Model Page

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Consumer have certain amount of purchasing power, and a sets of needs and taste,he will allocate his expenditure over different products at given prices rationally so as to maximize utility. Learning Model This model refers to the consumers formation and satisfaction of needs and tastes. They postulate that living organisms have both innate needs (primary drives like hunger, thrust, and sex) and L

earned needs (like fear, guilt) Psychoanalytical Model According to psychologistthe Consumers who are concerned with Personality, Human needs and motives operates at conscious as well as sub conscious level.

Sociological Model Humans learn their behavior from their culture, subculture ,social class, reference groups and group leaders.

FACTORS THAT INFLUNCE THE CONSUMER BUYINGBEHAVIOUR:The customer buying behavior is influenced by the cultural, social, personal and physiological factors. Cultural factor have the major impact on buying behavior of the person.

Page

Culture is the fundamental determinant of person s wants and behavior. The

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Cultural background of any person has deep impact on the buying behavior.

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culture will determine the need of the persons. Different people from differentculture will have their different need according to their cultural background. The cultural factors like nationalization, religions, racial groups and geographical region have the big impact on the buying behavior of the customer .

SOCIAL FACTORS:The consumer behavior is also affected by The social factors .Different social factors like reference group, family ,social roles and status etcalso affect the buying behavior of the person .the buying behavior will be influenced by the groups with whom the person is directly or indirectly related the buying pattern of the person is also influenced by the family. The family cultureof the person has big impact over the consumption pattern of any person. Also the status of the person in the society will also decide the buying pattern of the customer .and the person will decide his buying pattern according to his social role. PERSONAL FACTORS:The buyers decision is also influenced by the personal factors. The personal factors will decide the buying behavior of the p ersons. The consumption pattern of the person will be changed according to age. Also the buying decision will be changed according to the stage of the life cycle. Also th

e economic factors also have big impact on the buying pattern. Economic circumstance a ffects the consumption of the products. So the buying behavior is also affected by the personal factors.

PHYCHOLOGICAL FACTORS:Page

A person buying choice is also influenced by the fur major psychological

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factors- motivation, perception, learning and beliefs and attitude. Motivation should be considered as one of the most important factor that has major impact onthe buying behavior of the person. If the person will be motivated then he willbe influenced to satisfy his need, and wants which led to inf luence his behavior. Also the perception of the person will also motivate the behavior of the per

son. And beliefs and attitude will also have big impact on the buying behavior of the person. The belief and the attitude of the person will decide the buying pattern of the person.

CUSTOMER BUYING PROCESS:Lets see the customer buying process by which it satisfies its need and wants. There are no of stages are involved into the cus tomer buying process. The steps involved into the customer buying process can be explained as below.

Problem Recognition:The buying process starts with the problem recognition or need. The need can rise by internal or external stimuli. The internal stimuli involve general need of the persons like hunger; thrust etc. and the person will be

motivated to satisfy that need and the need that will be aroused by external factors known as external stimuli. The marketer should try identifying the circumstances that raise the need of the customer. The marketer should collect the information from the different sources and it can develop marketing strategies that increase the customerPage

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interest. Information Search:There are no of sources for collecting information.Once the person will be aroused, he will try to collect more and more information. Different sources for collecting the information are, Personal Source - (Family, Friend, Neighbour)

Commercial source - (Advertising, Salesperson, Displays) Public Source Organisation) Experimental Sourceproduct) (Hoardings, Examining, Using the - (Mass Media,Consumer-Rating

Evaluation of Alternative:At this stage the consumer will evaluate the differentalternatives available to him. This is very difficult stage in the buying process. Purchase Decision:Now the buyer will take decision whether he should buy theproducts and Services or not .This is also important step of the buying process. Post purchase Decision:After purchasing the goods or services the person willexperience some degree of satisfaction. If the person will be satisfied then hewill use the same product

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next time and if he will not satisfied then he will not go for the same.

RESEARCH METHODOLOGY

Marketing research is the process of collecting and analyzing and ultimately arr

ives at certain conclusion.

Research comprises defining and redefining problems, formulating hypothesis, orsuggesting solutions, collecting, organizing, and evaluating data, making deductions and reaching conclusions.

The main aim of the research is to find out the truth which is hidden and whichhas not been discovered as yet. Market analysis has become an integral tool of business policies these days. Research, thus replaces intuitive business decisions by more logical and scientific decisions

Research Methodology is a way to systematically solve the research problem .It m

ay be understood as a Science of studying how research is done scientifically.

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In it we study the various steps that are generally adopted by a research in studying his research problem along with the logic behind them. The researcher should not only know how to develop certain indices or tests, how to calculate mean,median and mode ,.or the standard deviation or the Chi -square, how to apply particular research techniques, but they also need to k now which of these methods

are relevance and which are not.

Process Involves Following Six Marketing Research

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Guj

tC

ti

il

ti

Desk research In this method I got information about the company, its advertising procedure and distribution system through the various magazine of the company, company website etc.P

(

$ ' & % $ ti

#" # " !

Defining the problem and Research Objectives

Develop the research plan

Collect the information

Analyze the informations.

Present the finding

ake the decision

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Data collection The descriptive natures of research necessitate collection of primary data fromhotels & restaurant through personal interview. The survey was aimed at learningtheir Knowledge, beliefs, preferences, experiences etc.

Research tool used Structured Questionnaire was used and interviews were c onducted trough a questionnaire in a formal way which was consisting of number disguised questions wereasked in pre arranged order.

The market survey was conducted over a period of 40 days and 500 data was collected and presented for analysis.

The secondary data required for the research process was referred from company literature, web-sites etc.

SOURCES OF DATA

There are primary 2 sources of data called primary data and secondary data. Primary Data Primary data is data which is been procured originally for the first time. Types of primary data Observation Observation is a tool or method of data collection to the researcher. It serves as a formulated research purpose and is systematically planned and recorded in mind and is subjected to check and controlon validity.Page

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Questionnaire In this method a questionnaire is sent to the person concerned with a request to answer and return the same. It consists of number of question printed or typed in a definite order on a form or set of form.

While forming the questionnaire, the researcher must keep in mind the speed, acc

uracy, purpose, and nature of question. Personal Interview method This is an important tool for collecting primary data. Under this method the interviewers hasto face-to-face or verbal interaction with the respondent and shoots out a series of question to them and record their reply. They types interviews are structure, unstructured and questionnaire

Secondary dataSecondary are those, which are collected originally by someone else for their own purpose and will be use by the researcher for this study. This form of data can be obtained through the various forms published data.

Tools for collecting secondary data:

Internal agencies

Reference work

Newspaper and magazines

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AMULS website Field work: This study involved collection of primary data from Questionnaires for around 40 days in Indore City. Sampling Method Simple random sampling method is used to collect the data Sample size = 500

Pie chart is used for diagrammatical presentation of data.

Consumer who purchase amul masti dahiPURCHASE RESPONDENTS YES 409 NO 91

DIAGRAMATICAL PRESENTATON

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Guj

tC

IN E

Out of five hundred sample size 409 respondents i.e. 82 % purchase milk and 91 r

espondents i.e. 18 % does not purchase the milk.

M MB RS R SPONDENTS

DIAGRAMATICAL PRESENTATON

P

91 )05B5A @9 580)7 8 7 56 )05 43 21 ti il ti ti

C C C F DE D

G

G

G

)0 )

PURCHAGE

YES NO

E

ION

Numbers of family members1 150 2 150 3 100 4 50 >4 50

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Guj

t C Operati e Mil Marketi

Federati

NO. OF MEMBE

INTERPRETATION

y 30 percentages of respondents are single member. y 30 percentages of respondents have two members in the family. y 20 percentages of respondents have three members in the family. y 10 percentages of respondents have four members or more than fourmembers in the family.

Place from where amul masti dahi is purchasedWPL

E

GROSSERY SHOP

RESPONDENTS

56

DIAGRAMATICAL PRESENTATION

P

TP12 3 4

UT

S

R

QP

V

HI H

>4

SWEET MARTS 47

DAIRY

HOME DELIVERY

61

245

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Gujarat C Operati e Milk Marketi

Federati

PLACE

DAIRY

HO E DE IVERY

INTERPRETATION Out of four hundred nine sample size 56 consumers i.e. 14 % purchase from grocery shop , 245consumers i.e. 60% purchase from sweet marts, 61 consumers i.e. 15 % purchase from dairy and 47 consumers i.e. 11%ask for home delivery.

Quantity of amul masti dahi consumer purchase per day.QUANTITY RESPONDENTS 250gm 228 400gm 181


P

f

d

WEET

ART

c

cc

e

c

aXGRO ER HOP

ba

`

YX

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Federati

QUANTITY

INTERPRETATION Out of four hundred nine sample size 180 consumers i.e. 44 % purc

hase cow 250gm and 229 consumers i.e. 56 % purchase 400gm.

Brand preferred by the consumersBRAND SANCHI AMUL MOTHER DAIRY RESPONDENTS 123 81 51 NESTL E 31 51 72 GOVIND OTHERS

DIAGRAMATICAL PRESENTATIONP

pg250gm 400gm

qp

i

hg

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Federati

BRAND PREFERANCE

MOTHER DAIRY NESTLE

GOVIND OTHERS

INTERPRETATION Out of four hundred nine sample size 123 consumers i.e. 30 % purchase sanchi , 81 consumers i.e. 20 % purchase amul, 51 consumers i.e. 12 % purchase mother dairy, 31 consumers i.e. 8 % purchase nestle, 51 consumers i.e. 12 %purchase govind and 72 consumers i.e. 18 % purchase other brand milk. Quality ofthe amul masti dahi

QUALITY RESPONDENTS

EXCELLENT 198

VERY GOOD 107

GOOD 74


P

w

urSANCHI

AM L AVERAGE 30

vu

t

sr

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Federati

EXCE ENT

VERY GOOD

INTERPRETATION Out of four hundred nine sample size 198 consumers i.e. 49 % saysthat quality of milk which they are consuming is excellent, 107 consumers i.e.26 % says that quality of milk is very good, 74 consumers i.e. 18 % says that quality of milk is good and 30 consumers i.e. 7 % says that quality of milk is average. Satisfied with the price of amul masti dahiSATISFIED RESPONDENTS YES 270 NO 139


P

xGOOD AVERAGE POOR

yx

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Federati

YES

INTERPRETATION

Out of four hundred nine sample size 270 consumers i.e. 66 % are satisfied withthe price they pay for the milk and 139 consumers i.e. 34 % are not satisfied with the price they pay for the milk. Time at which amul masti dahi is purchasedTIME RESPONDENTS MORNING 297 EVENING 112


NO

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Federati

AWARENESSNO 14%

INTERPRETATION Out of four hundred nine sample size 351 consumers i.e. 86 % aware about the amul milk and 58 consumers i.e. 14 % are not aware about the amul milk.

Criteria for purchasing amul masti dahi

CRITERIA RESPONDENTS

PRICE 29

QUALITY 156


YES 86%FAT 99 PASTEURIZED 73 OTHERS 52

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Federati

C ITE IAOTHERS 13%

PASTEURZED 18%

AT 24%

INTERPRETATION Out of four hundred sample size 29 consumers i.e. 7 % purchase dahi on the basis of price, 156 consumers i.e. 38 % see the quality of dahi, 99 consumers i.e. 24 % see the percentage fat contain in the dahi and others go for pasteurized dahi.

Aware about the price of amul masti dahi.

AWARE RESPONDENTS

YES 145

NO 264


P

h

fPRICE 7% QUA ITY 38%

gf

i

e

d

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Federati

RESPONDENTS

NO 65%

INTERPRETATION Out of four hundred nine sample size 145 consumers i.e. 35 % aware about the price of amul dahi and 264 consumers i.e. 65 % are not aware about the price of amul dahi. Amul masti dahi used by the consumersUSED RESPONDENTS YES 151 NO 258


P

mjYES 35%

nm

l

kj

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Federati

RESPONDENTS

NO 63%

INTERPRETATION

Out of four hundred nine sample size 151 consumers i.e. 37 % have used the amuldahi and 258 consumers i.e. 63 % have not used the Amul dahi. FINDINGS From theresearch project carried out the trainee researcher made some observations: Outof five hundred sample size 409 respondents i.e. 82 % purchase dahi and 91 respondents i.e. 18 % does not purchase the dahi. They are using dahi for direct consumption. Dahi is the basic need of the Consumers that s why majority of the consumers purchase the dahi.P

roYES 37%

sr

q

po

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Majority of the customer purchase dahi in the morning i.e. 73 % and 27 % of thecustomer purchase dahi in the evening. Majority of the consumers purchase dahi on the basis of price, quality, taste Majority of the consumers purchase 1 lit. Dahi i.e. out of 400 consumers 208 consumers purchase 1 lit. dahi and rest of thempurchase 500 ml., 2 lit. And more than 2 lit. Majority of the consumers ask for

Home Delivery of dahi i.e. out of 400 consumers 241 consumers ask for home delivery and others buys from grocery shop, dairy, sweet marts. Majority of the market is covered by the pouch dahi i.e. out of 400 consumers 225 consumers ask for pouch dahi Majority of the market is covered by the Sanchi i.e. out of 400 consumers 121 consumers buy Sanchi followed by Amul. Majority of the consumers pay more than Rs. 20 for purchase of 1 lit. Pouch of milk i.e. 200 consumers Except Amul no other company give discount, scheme and other benefits to the consumers onpurchase of dahi. Majority of the consumers purchase dahi in the morning. Awareness level of Amul dahi to the consumers is near about 86 % but they are not using Amul milk because they think that Amul liquid dahi is directly come from Gujarat and they are getting stale dahi . Most of the consumers continuously use other brand and they do not want to switch over the other brand and they are satisfi

ed with the brand. There is a problem with the availability because in INDORE there is a less number of distributors who are not able to cover the areas, whichare allotted to them. Therefore, measures in terms of reach & availability and efficient sale promotion are to be initiated to enhance sales and acceptability among the endPage

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users for Amul milk.

Awareness level of ad dude, where is doodh

Field work: This study involved collection of primary data from Questionnaires f

or around 40 days in Indore City. Sampling Method Simple random sampling methodis used to collect the data Sample size = 500Page

Pie chart is used for diagrammatical presentation of data.

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SexsexRESPONDENTS Male 258 Female 232


Page

40

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Federati

INTERPRETATION

Out of five hundred respondents 51.6% i.e. 258 are male and 49.4% i.e. 232 are f

emale who know about the ad.

Age groupAge group RESPONDENTS >15yrs 150 15-24yrs 150 25-45yrs 100 45-60yrs 50

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Federati

AGE GROUP

25-44 yrs 45-60 yrs

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Federati

OCCUPATION

PROFESSONAL STUDENT HOUSE WIVES

GOV. EMP.

INTERPRETATION

Out of five hundred respondents 15% i.e. 75 are having business occupation, 20%i.e. 100 are professionals, and 30% i.e. 150 are student, housewives are 125 i.e. 25%, 50 i.e. 5% are govt.emp.

RECALL THE AD.

RECALLRESPONDENTS YES 275 NO 225


P

USINESS

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Federati

RECALL

INTERPRETATION hile 45% i.e. are 225 respondents

275 respondents i.e. 55% can recall the ad. cant recall the ad.

INCOME LEVELINCOME LEVEL RESPONDENTS >1 LAC 70 1-2 LAC 150 2-4 LAC 100

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Federati

INCOME LEVEL

1-2 AC 2-4 AC >4 AC

WITHOUT INCOME.

INTERPRETATION

Out of five hundred respondents 70 i.e. 14% earn < 1 lac, 150 respondents i.e. 30% income is between 1-2 lac, 100 respondents i.e. 20% earn between 2-4 lac, only 30 respondents i.e. 6% income is above 4 lac, while 150 respondents i.e. 30% are without income, they are mainly students

WHAT THEY FEEL ABOUT AD. ?FEELING RESPONDENTS INFORMATIC 125 ENERGATIC 200 COOL 75 BORING 100


P

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Federati

FEELING

ENERGATIC

BORING

INTERPRETATION

Out of five hundred respondents 125 i.e. 25% feels that ad is informatics, 200 respondents i.e. 40% feels it energetic, only 75 respondents i.e. 15% feels it cool, while 100 i.e. 20% respondents find it boring.

CONC

ION

Amul is an embodiment of faith faith in the ability of our farmers to break theshackles of poverty and oppression and to create a socio-economic revolution inrural India. At the same time, it had multidimensional impact on rural economy and society: - generating higher income and employment opportunities, facilitating education, enhancing nutrition levels, addressing gender issues and contributing to village-level social amenities. Through the Anand Pattern diary cooperatives, our farmers demonstrated to the world, the key to successful Management of Development. Diary cooperatives have provided the farmers,P

COO

IN ORMATIC

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a steady source of income, enhancing their earning and enabling them to improvetheir standard of living.

From the project it was concluded that consumers preference and buying behaviorfor dahi depends upon following things

CONSUMER PREFERENCE AND BUYING BERHAVIOUR:Out of five hundred sample size 409 respondents i.e. 82 % purchase dahi and 91 respondents i.e. 18 % does not purchase the dahi. They are using dahi for directconsumption. Dahi is the basic need of the Consumers thats why majority of the consumers purchase the dahi. Majority of the customer purchase dahi in the morningi.e. 73 % and 27 % of the customer purchase dahi in the evening. Majority of the consumers purchase dahi on the basis of price, quality, tastePage

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Majority of the consumers purchase 1 lit. Dahi i.e. out of 400 consumers 208 consumers purchase 1 lit. dahi and rest of them purchase 500 ml., 2 lit. And more than 2 lit. Majority of the consumers ask for Home Delivery of dahi i.e. out of 400consumers 241 consumers ask for home delivery and others buys from grocery shop, dairy, sweet marts. Majority of the market is covered by the pouch dahi i.e. o

ut of 400 consumers 225 consumers ask for pouch dahi Majority of the market is covered by the Sanchi i.e. out of 400 consumers 121 consumers buy Sanchi followedby Amul. Majority of the consumers pay more than Rs. 20 for purchase of 1 lit.Pouch of milk i.e. 200 consumers Except Amul no other company give discount, scheme and other benefits to the consumers on purchase of dahi. Majority of the consumers purchase dahi in the morning. Awareness level of Amul dahi to the consumers is near about 86 % but they are not using Amul milk because they think that Amul liquid dahi is directly come from Gujarat and they are getting stale dahi. Most of the consumers continuously use other brand and they do not want to switchover the other brand and they are satisfied with the brand. There is a problemwith the availability because in INDORE there are a less number of distributorswho are not able to cover the areas, which are allotted to them. Therefore, meas

ures in terms of reach & availability and efficient sale promotion are to be initiated to enhance sales and acceptability among the end users for Amul milk.

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QUESTIONNAIRE:GENERAL INFORMATION Name of person: Address:City _______________ Phone :- (0) _______________ CUSTOMER INFORMATION:Pin code: - _______________ Mobile: - ________________

1. Do you buy Amul masti dahi? Yes No

2. How many Numbers of family members? 2 4 3

Page

3. How many liters you buy the Amul masti dahi?

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>4

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250 gm

400 gm

4. From where do you take the Amul masti dahi? Grocery shop Home Delivery 5. Whi

ch brand do you prefer? Sanchi Amul Mother dairy Govind Nestle Others sweet marts Diary

6. Which Quality of Amul masti dahi which you are consuming? Excellent Very GoodGood Average

7. Are you satisfied with the price you pay for Amul masti dahi? Yes No

8. At what time you buy the Amul masti dahi? Morning Evening

9. Are you aware of Amul masti dahi? Yes No

10. Do you know the price of Amul masti dahi? Yes No

11. What are criteria for purchase of Amul masti dahi? Price Pastured Others Quality Fat

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QUESTIONNAIRE:GENERAL INFORMATION Name of person: Address:City _______________ Phone :- (0) _______________ Pin code: - _______________ Mobile: - ________________

1) SEX Male 2) AGE GROUP Female

>15yrs 45-60yrs.

15-24yrs. < 60yrs.

25-44yrs.

3) OCCUPATION

Business Student

professional Gov. EMP.

House wife.

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4) Can you recall the ad?

Yes

No

5) INCOME LEVEL

> 1 Lac. < 4 Lac. REFERENCE

1-2 Lac.

2-4 Lac.

Without income.

Www. Wikipedia.com Amuls official site.

PHILIP KOTLER (11 th Edition) Marketing Management C.R. KOTHARI (2 nd Edition) Research Methodology SUJA NAIRE CONSUMER BEHAVIOUR

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35965069 Servo Sip Amul