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7/31/2019 amul..spss (1)
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A Project on
Submitted by
Nishesh Mathur(45) Sakshi Goel(56) Shikha Hota(58)
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ACKNOWLEDGMENT
One of the pleasant aspects of preparing a project report is the
opportunity to thank to those who have contributed to make the
project completion possible.
I am extremely thankful to Mr. M.R. Jain whose active interest in
the project and insights helped us formulate, redefine andimplement our approach towards the project.
I am also thankful to all those seen and unseen hands & heads,
which have been of direct or indirect, help in the completion of
this project.
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CERTIFICATE
This is to certify that the project titled Comparative study Mother
Diary and Amul products (milk and butter) is an academic work
done by Nishesh Mathur(55), sakshi Goel(56) and Shikha Hota(58)
submitted in the partial fulfillment of the requirement for the award
of the Programme from Jagannath International Management
School, Kalkaji, New Delhi, under my guidance & direction. To the
best of my knowledge and belief the data & information presented
by them in the project has not been submitted earlier.
Mr. M.R. Jain
(Associate Professor)
JIMS, New Delhi
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INTRODUCTION
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AMUL
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),
is India's largest food product marketing organisation with
annual turnover (2010-11) US$ 2.2 billion. Its daily milk
procurement is approx 12 million lit (peak period) per day from
15,712 village milk cooperative societies, 17 member unions
covering 24 districts, and 3 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat,
popularly known as 'AMUL', which aims to provideremunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value
for money. Its success has not only been emulated in India but
serves as a model for rest of the World. It is exclusive marketing
organisation of 'Amul' and 'Sagar' branded products. It operates
through 47 Sales Offices and has a dealer network of 5000 dealers
and 10 lakh retailers, one of the largest such networks in India. Itsproduct range comprises milk, milk powder, health beverages,
ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates,
and traditional Indian sweets, etc
GCMMF is India's largest exporter of Dairy Products. It has been
accorded a "Trading House" status.
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MOTHER DAIRY
Mother Dairy was set up in 1974 under the Operation Flood
Programme. A wholly owned company of the National Dairy
Development Board (NDDB). Mother Dairy manufactures,
markets & sells milk and milk products under the Mother Dairy
brand (Milk, Cultured Products, Ice Creams, Paneer and Ghee),
Dhara range of edible oils, Safal range of fresh Fruit & vegetables,
Frozen Vegetables, Processed Fruit & Vegetable Products, Fruit
Pulps & Concentrates in bulk aseptic packaging and fruit juices at
a national level through its sales and distribution networks formarketing food items.
Mother Dairy sources significant part of its requirement of liquid
milk from dairy cooperatives. Similarly, Mother Dairy sources
fruits and vegetables from farmers / growers associations.
Mother Dairy also contributes to the cause of oilseeds growercooperatives that manufacture/ pack the Dhara range of edible
oils by undertaking to nationally market all Dhara products. It is
Mother Dairys constant endeavor to ensure that milk producers
and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to
consumers at competitive prices and uphold institutional
structures that empower milk producers and farmers through
processes that are equitable.
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LITERATURE REVIEW
CURRENT SCENARIO
Mother dairy has a market share of around 33 % in the branded
sector in Delhi where it sells 3.4 lakh litres of milk daily on an
average and undertakes its marketing operations through around
51 distributors and around 600 retailers in Delhi itself. It has a
huge advantage over its competitors as it is the only player when
it comes to sale of loose milk through token. Before the entranceof competitors like Amul ,sale of loose milk through Mother
Dairy booths was around 35 % of the entire sale in branded
segment , when Mother dairy was the only player in the market.
However since last five years the sale is continuously declining
and presently it is just 8-9 %.
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OBJECTIVES AND SCOPE
The objectives of the study are the following :-
1. The main objective of this project is to determine the market
share of Amul and Mother Dairy & to find out the measures that
can be adopted to increase the sales
2. To study the main factor responsible for the sale of Amul and
Mother Dairy
3. To identify the issues related to Mother Dairy and Amul
distribution.
4. To get the consumer feedback from specific regions.
5. To add up new customer in the area.
6. To study Amul and Mother Dairy positioning in the mind ofthe consumers.
7. To find out the factors that affect consumers decision to
purchase milk.
8. To find out short term problem in every sub-region that can be
sorted out
9. Suggesting viable recommendations to be implemented in the
area.
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SCOPE OF THE STUDY
A big boom has been witnessed in Food Industry in recent times.
A large number of new players have entered the market.
The research was carried on in Delhi. We surveyed on our Project
Topic Comparative study Mother Diary and Amul products(milk and butter).
The study will help to know the preferences of the customers
while buying milk and its products.
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RESEARCH METHODOLOGY
This report is based on primary as well secondary data, however
primary data collection was given more importance since it is
overhearing factor in attitude studies. One of the most important
users of research methodology is that it helps in identifying the
problem, collecting, analyzing the required information data.
Data Sources:-
Research is totally based on primary data. Secondary data can be
used only for the reference. Research has done by primary data
collection, and primary data has been collected by interacting
with various people. The secondary data has been collected
through various journals and websites.
Sampling:-
Sampling Procedures:-
The sample was selected of them who are housewives in
Delhi. It was collected through personal visits to persons,
by formal and informal talks and through filling up of thequestionnaire prepared. The data has been analyzed by
using mathematical/statistical tools.
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Sample Size:-
The sample size of my project is limited to 70 people only.
Sample Design:-
Data has been presented with the help of bar graph, pie
charts, line graphs, etc.
LIMITATIONS
Some of the people were not so responsive. Possibility of error in data collection because many
customer fluctuates their preferences.
Sample size is limited to 70 people only. The size may
not adequately represent the whole market.
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DATA ANALYSIS AND
INTERPRETATION
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Age of Respondent
Frequency Percent Valid Percent
Cumulative
Percent
Valid LESS THAN 20 3 4.3 4.3 4.3
20-30 61 87.1 87.1 91.4
30-40 5 7.1 7.1 98.6
ABOVE 40 1 1.4 1.4 100.0
Total 70 100.0 100.0
INFERENCE:- It is clear from the table and the pie chart maximum number of
respondents are from the age group 20-30 i.e 87.1%, 7.1 % from 30-40 age group,
4.3% from less than 20 age group and 1.4% from the age group above 40
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Gender of Respondent
Frequency Percent Valid Percent
Cumulative
Percent
Valid MALE 32 45.7 45.7 45.7
FEMALE 38 54.3 54.3 100.0
Total 70 100.0 100.0
INFERENCE:- It is clear from the above table and the pie chart maximum number of therespondents are female i.e 38 respondents which are 54.3% of the total respondents, and rest are
males i.e 32.
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MILK
Q1. Which brand of milk you are using?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Mother Dairy 41 58.6 58.6 58.6
Amul 29 41.4 41.4 100.0
Total 70 100.0 100.0
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Inference:- It is clear from the above table and bar diagram that most of the
respondents are using Mother Dairy milk i.e 41 respondents out of total 70
respondents which are around 58.6% of total rspondents, and the rest are using
Amul milk i.e 29 respondents.
Q2. How would you rate your Milk brand?
Frequency Percent Valid Percent
Cumulative
Percent
Valid GOOD 4 5.7 5.7 5.7
VERY GOOD 39 55.7 55.7 61.4
EXCELLENT 27 38.6 38.6 100.0
Total 70 100.0 100.0
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INFERENCE:- It is clesr from the table and the bar diagram that 4 respondents think that their
brand is GOOD, 39 respondents think their brand is VERY GOOD and rest 27 think that their
milk brand is EXCELLENT.
Q3. Since how long you are using this milk brand?
Frequency Percent Valid Percent
Cumulative
Percent
Valid LESS THAN 3 YEARS 29 41.4 41.4 41.4
3-5 YEARS 14 20.0 20.0 61.4
MORE THAN 5 YEARS 27 38.6 38.6 100.0
Total 70 100.0 100.0
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INFERENCE:- It is clear from the above table and bar diagram that 29 people are using their
milk brand from LESS THAN 3 YEARS, 14 respondents are using their Milk brand from 3-5
YEARS, and rest are using their milk brand for MORE THAN 5 YEARS.
Q4. Which variety of milk do you prefer?
Frequency Percent Valid Percent
Cumulative
Percent
Valid TONNED 17 24.3 24.3 24.3
DOUBLE TONNED 9 12.9 12.9 37.1
FULL CREAM 36 51.4 51.4 88.6
STANDARDISED 2 2.9 2.9 91.4
SKIMMED 3 4.3 4.3 95.7
COW MILK 3 4.3 4.3 100.0
Total 70 100.0 100.0
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INFERENCE:- It is clear from the above table and the pie diagram that 17 respondents are using
TONNED Milk, 9 Respondents are Using DOUBLE TONNED Milk, 36 Respondents are using
FULL CREAM Milk, 2 respondents are using STANDARDISED Milk, 3 respondents are using
SKIMMED Milk, and rest 3 respondents are using COW MILK.
Q5. How much quantity of milk you consume in a day?
Frequency Percent Valid Percent
Cumulative
Percent
Valid LESS THAN 1 LTR 32 45.7 45.7 45.7
1-2 LTR 31 44.3 44.3 90.0
MORE THAN 2 LTRS 7 10.0 10.0 100.0
Total 70 100.0 100.0
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INFERENCE:- it is clear from the above table and diagram that 32 respondents are
consuming LESS THAN 1LTR of milk daily, 31 respondents are consuming 1-2
LTR of Milk daily, and rest 7 respondents are consuming MORE THAN 2 LTR of
Milk daily.
Q6. How would you rate the factors behind your preference of
milk? (1 being least important and 5 being most important)
INFRENCE:- It is clear from the above bar diagram that 8 respondents think that BRAND is
NOT at all IMPORTANT factor behind their preference of milk brand., 4 respondents think that
BRAND is the LEAST IMPORTANT factor behind their preference, 5 respondents are
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NEUTRAL, 24 respondents think that BRAND is an IMPORTANT factor behind their Prefernce
of Milk Brand, and the rest 29 respondents think that BRAND is the MOST IMPORTANT factor
behind their milk Preference.
INFERENCE:- It is clear from the above Bar diagram that 10 respondents think that
PACKAGING is the LEAST IMPORTANT factor behind their preference of milk brand., 15
respondents are NEUTRAL, 23 respondents think that PACKAGING is an IMPORTANT factor
behind their Preference of Milk Brand, and the rest 22 respondents think that PACKAGING is
the MOST IMPORTANT factor behind their milk Preference.
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INFERENCE:- It is clear from the above bar diagram that 5 respondents think that PRICE is
NOT at all IMPORTANT factor behind their preference of milk brand., 13 respondents think that
PRICE is the LEAST IMPORTANT factor behind their preference, 14 respondents are
NEUTRAL, 23 respondents think that PRICE is an IMPORTANT factor behind their Preference
of Milk Brand, and the rest 15 respondents think that PRICE is the MOST IMPORTANT factor
behind their milk Preference.
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INFERENCE:- It is clear from the above bar diagram that 8 respondents think that TASTE is
NOT at all IMPORTANT factor behind their preference of milk brand., 3 respondents think that
TASTE is the LEAST IMPORTANT factor behind their preference, 3 respondents are
NEUTRAL, 17 respondents think that TASTE is an IMPORTANT factor behind their Preference
of Milk Brand, and the rest 39 respondents think that tASTE is the MOST IMPORTANT factor
behind their milk Preference.
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INFERENCE:- It is clear from the above bar diagram that 10 respondents think that QUALITY
is NOT at all IMPORTANT factor behind their preference of milk brand., 1 respondents think
that QUALITY is the LEAST IMPORTANT factor behind their preference, 5 respondents are
NEUTRAL, 13 respondents think that QUALITY is an IMPORTANT factor behind their
Preference of Milk Brand, and the rest 41 respondents think that QUALITY is the MOST
IMPORTANT factor behind their milk Preference.
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BUTTER
Q7. Which brand of Butter you are using?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Mother Dairy 15 21.4 21.4 21.4
Amul 55 78.6 78.6 100.0
Total 70 100.0 100.0
INFERENCE:-It is clear from the above table and pie chart that 15 respondents which constitute
only 21.4% of the total respondents are using Mother dairy brand Butter and rest of the 55respondents which constitute around 78.6% of the total respondents are using Amul butter
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Q8. How would you rate your butter brand?
Frequency Percent Valid Percent
Cumulative
Percent
Valid FAIR 1 1.4 1.4 1.4
GOOD 5 7.1 7.1 8.6
VERY GOOD 20 28.6 28.6 37.1
EXCELLENT 44 62.9 62.9 100.0
Total 70 100.0 100.0
INFERENCE:- It is clear from the table and the bar diagram that 1 respondents think that his
butter brand is FAIR, 5 respondents think their butter brand is GOOD ,20 respondents think that
their butter brand is VERY GOOD, and the rest 44 respondents think that their butter brand is
EXCELLENT.
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Q9. What Quantity of Butter you usually buy?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 100GMS 46 65.7 65.7 65.7
500GMS 24 34.3 34.3 100.0
Total 70 100.0 100.0
INFERENCE:- It is clear from the table and the pie chart that 46 respondents out of 70
which constitute 65.7% of total usually buy 100 GMS of butter, and the rest 24respondents usually buy 500 GMS of butter
.
Q10. Since how long you are using this butter brand?
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Frequency Percent Valid Percent
Cumulative
Percent
Valid LESS THAN 3 YEARS 14 20.0 20.0 20.0
3-5 YEARS 17 24.3 24.3 44.3
MORE THAN 5 YEARS 39 55.7 55.7 100.0
Total 70 100.0 100.0
INFERENCE:- it is clear from the above table and pie chart 14 respondents are using their butter
brand from LESS THAN 3 YEARS, 17 respondents are using their butter brand from 3-5 YEARS,
and rest 39 respondents using their butter brand from MORE THAN 5 YEARS.
Q11. How would you rate the factors behind your preference of butter
?(1 being least important and 5 being most important)
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INFERENCE:- it is clear from the above bar diagram that 7 respondents feel that BRAND is
NOT at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that
BRAND is LEAST IMPORTANT factor behind the preference for their butter brand, 11
respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 34
respondents THINKS it to be MOST IMPORTANT factor..
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INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that PRICE is NOT
at all IMPORTANT behind the preference of their Butter Brand, 5 respondents think that PRICE
is LEAST IMPORTANT factor behind the preference for their butter brand, 12 respondents are
NEUTRAL, 22 respondents feels it to be IMPORATANT factor , 25 respondents think it to be
MOST IMPORTANT factor..
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INFERENCE:- it is clear from the above bar diagram that 6 respondents feel that TASTE is
NOT at all IMPORTANT behind the preference of their Butter Brand, 6 respondents think that
TASTE is LEAST IMPORTANT factor behind the preference for their butter brand, 8
respondents are NEUTRAL, 14 respondents feels it to be IMPORATANT factor , 36
respondents THINKS it to be MOST IMPORTANT factor..
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INFERENCE:- it is clear from the above bar diagram that 13 respondents feel that QUALITY is
NOT at all IMPORTANT behind the preference of their Butter Brand, 1 respondents thinks that
QUALITY is LEAST IMPORTANT factor behind the preference for their butter brand, 4
respondents are NEUTRAL, 13 respondents feels it to be IMPORATANT factor , 39
respondents THINKS it to be MOST IMPORTANT factor..
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CROSSTABULATIOINS
Which brand of milk you are using?
Mother Dairy Amul
Gender of Respondent Gender of Respondent
MALE FEMALE MALE FEMALE
Count Count Count Count
Age of Respondent LESS THAN 20 1 2 0 0
20-30 15 18 10 18
30-40 4 0 1 0
ABOVE 40 1 0 0 0
INFERENCE:- The above table shows that 1 MALE and 2 FEMALE respondents who are of the
age group LESS THAN 20 are using the MOTHER DAIRY brand of Milk, no respondent of the
age group LESS THAN 20 is using the Brand AMUL for milk, and so on..
Which Brand of Butter you are using?Mother Dairy Amul
Gender of Respondent Gender of Respondent
MALE FEMALE MALE FEMALE
Count Count Count Count
Age of Respondent LESS THAN 20 1 0 0 2
20-30 6 7 19 29
30-40 1 0 4 0
ABOVE 40 0 0 1 0
INFERENCE:- The above table shows that 1 MALE and 0 FEMALE respondents who are of the
age group LESS THAN 20 are using the MOTHER DAIRY brand of Butter , 0 MALE and 2
FEMALE respondents of the age group LESS THAN 20 are using the Brand AMUL for Butter,
and so on.
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Which variety of milk do you prefer?
TONNE
D
DOUBLE
TONNED
FULL
CREAM
STANDAR
DISED
SKIMM
ED
UHT
TONNED
COW
MILK
Count Count Count Count Count Count Count
Age of
Respondent
LESS THAN
20
1 1 1 0 0 0 0
20-30 15 8 31 2 2 0 3
30-40 0 0 4 0 1 0 0
ABOVE 40 1 0 0 0 0 0 0
INFERENCE:- The above cross tabulation shows that 1 respondent of the age group LESS
THAN 20 for each variety of milk i.e TONNED, DOUBLE TONNED and FULL CREAM
prefer these variety and so on..
What Quantity of Butter you usually
Buy?
100GMS 500GMS
Count Count
Age of Respondent LESS THAN 20 1 2
20-30 41 20
30-40 3 2
ABOVE 40 1 0
INFERENCE:- Thae above cross tabulation shows that 1 respondent of age group LESS THAN
20 usually buy 100 GMS of butter and 2 respondents of the same age group prefer 500 GMS of
butter, 41 RESpondents of the age group of 20 -30 prefer 100GMS of butterand 20 respondents
prefer 500 GMS of butter, 3 respondents of the age group 30-40 prefer 100 GMS of butter and 2
respondents prefer 500 GMS and so on
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How much quantity of milk you consume in a day?
LESS THAN 1
LTR 1-2 LTR
MORE THAN 2
LTRS
Count Count Count
Age of Respondent LESS THAN 20 0 2 1
20-30 31 26 4
30-40 1 2 2
ABOVE 40 0 1 0
INFERENCE:- The above cross tabulation shows that 0 respondent of age group LESS THAN
20 consumes LESS THAN 1 LTR of milk 2 respondents consumes 1-2 LTR of milk in a day
and 1 respondent of the same age group consumes MORE THAN 2 LTR of milk in a day and so
on..
FACTOR ANALYSIS
Descriptive Statistics
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Mean Std. Deviation Analysis N
Which brand of milk you are
using?
1.41 .496 70
BRAND 3.89 1.325 70
PACKAGING 3.8143 1.03969 70PRICE 3.4286 1.22263 70
TASTE 4.0857 1.34857 70
QUALITY 4.0571 1.42326 70
How would you rate your
Milk Brand?
4.3286 .58288 70
Since how long you are
using this milk brand?
1.9714 .90043 70
Which variety of milk do you
prefer?
2.6714 1.38021 70
How much quantity of milk
you consume in a day?
1.6429 .66016 70
Which Brand of Butter you
are using?
1.7857 .41329 70
How would you rate your
Butter Brand?
4.5286 .69619 70
How would you rate the
factors behind your
preference for Your butter
Brand?( 1 being leastimportant and 5 being most
important)
3.1857 1.21932 70
BRAND_BUTTER 3.8857 1.35714 70
PRICE_BUTTER 3.7857 1.24984 70
PACKAGING_BUTTER 3.3286 1.22441 70
TASTE_BUTTER 3.9714 1.32939 70
QUALITY_BUTTER 3.9143 1.53927 70
What Quantity of Butter you
usually Buy?
1.3429 .47809 70
Since how long you are
using this Butter Brand?
2.3571 .79920 70
Age of Respondent 2.0571 .41304 70
Gender of Respondent 1.5429 .50176 70
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KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .530Bartlett's Test of Sphericity Approx. Chi-Square 534.807
df 231
Sig. .000
a. Based on correlations
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Communalities
Raw Rescaled
Initial Extraction Initial Extraction
Which brand of milk you are
using?
.246 .038 1.000 .154
BRAND 1.755 1.547 1.000 .882
PACKAGING 1.081 .547 1.000 .506
PRICE 1.495 1.144 1.000 .765
TASTE 1.819 1.716 1.000 .943
QUALITY 2.026 1.923 1.000 .949
How would you rate your
Milk Brand?
.340 .020 1.000 .060
Since how long you are
using this milk brand?
.811 .284 1.000 .351
Which variety of milk do you
prefer?
1.905 1.877 1.000 .985
How much quantity of milk
you consume in a day?
.436 .059 1.000 .136
Which Brand of Butter you
are using?
.171 .011 1.000 .066
How would you rate your
Butter Brand?
.485 .093 1.000 .192
How would you rate the
factors behind your
preference for Your butter
Brand?( 1 being least
important and 5 being most
important)
1.487 1.446 1.000 .973
BRAND_BUTTER 1.842 1.610 1.000 .874
PRICE_BUTTER 1.562 1.492 1.000 .955
PACKAGING_BUTTER 1.499 1.059 1.000 .707
TASTE_BUTTER 1.767 1.493 1.000 .845
QUALITY_BUTTER 2.369 2.155 1.000 .910
What Quantity of Butter you
usually Buy?
.229 .054 1.000 .234
Since how long you are
using this Butter Brand?
.639 .161 1.000 .252
Age of Respondent .171 .010 1.000 .057
Gender of Respondent .252 .026 1.000 .103
Extraction Method: Principal Component Analysis.
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