consumer bonding towards amul milk & milk products

The Taste of India

A PROJECT REPORT ON

“CUSTOMER BONDING TOWARDS AMUL MILK

& MILK PRODUCTS IN ANAND DISTRICT”

Project Report Submitted

By

Mr. Saiyed Sohelahmed S

[USN: 1HM07MBA44]

Under the guidance ofInternal Guide: External Guide:

Mr. Vinayak Kammar, Mr. G.D.Trivedi,

Lect. Department of MBA, Sr.Officer (Administrative)

HMSIT, AMUL,

Tumkur. Anand (Gujarat)

In the partial Fulfillment of the requirement for the award of the degree in MBA

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, Belgaum.

Department of Management StudiesH.M.S.INSTITUTE OF TECHNOLOGY

NH-4 Kesarmadu post, Kyathsandra,Tumkur-572104

March 2009

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1

The Taste of India

CERTIFICATE BY THE GUIDE

This is to certify that Mr. Saiyed Sohelahmed S a bonafied student of IV Sem MBA

bearing USN:1HM07MBA44 has carried out the Summer project Report entitled A STUDY ON

“CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” under my

supervision & guidance.

The project report prepared by him/her is original to the best of my knowledge.

Signature of the

Guide,

………………………

Mr. Vinayak Kammar,

Lecturer,

MBA dept. HMSIT,

Tumkur.


The Taste of India

Contents

Chapter no.

Title Page no.

Executive Summary

1 General Introduction 1

Introduction to the Topic 1

Profile of the Industry 3

Company Profile 7

Product Profile 17

2 Theoretical Background of the Study 21

3 Design of the Study 24

4 Analysis & Interpretation 33

5 Findings, Suggestions & Conclusions 51

Annexure: a) Bibliography b) Questionnaire

55-56


The Taste of India

List of Tables:

Table no. Contents Page no.

5.1 Classification of Customers Based On Sex 33

5.2 Analysis of Occupation of the Respondents 355.3 Analysis of Monthly Income of the

Respondents36

5.4 Analysis of Factors to Buy AMUL Milk and

Milk Products

38

5.5 Opinion of the Respondents Regarding

Quality

39

5.6 Analysis of Consumption of Average Milk per

Day

40

5.7 Analysis of Purchase Duration of the AMUL

Milk & Milk Products

42

5.8 Analysis of Rating Towards AMUL Milk & Milk products

43

5.9 Analysis of problems in Amul Milk Products 45

5.10 Analysis of Availability of Products from

Dealers

46

5.11 Analysis of Value for Money Paid by the Respondents

48

5.12 Analysis of Recommendations 49


The Taste of India

List of Graphs:

Graph no. Contents Page no.

5.1 Classification of Customers Based On Sex 345.2 Analysis of Occupation of the Respondents 35

5.3 Analysis of Monthly Income of the Respondents

37

5.4 Analysis of Factors to Buy AMUL Milk and Milk Products

38

5.5 Opinion of the Respondents Regarding

Quality

40

5.6 Analysis of Consumption of Average Milk per

Day

41

5.7 Analysis of Purchase Duration of the AMUL

Milk & Milk Products

43

5.8 Analysis of Rating Towards AMUL Milk & Milk products

44

5.9 Analysis of problems in Amul Milk Products 46

5.10 Analysis of Availability of Products from

Dealers

47

5.11 Analysis of Value for Money Paid by the Respondents

49

5.12 Analysis of Recommendations 50


The Taste of India

DECLARATION

I hereby declare that this dissertation entitled A STUDY ON “CUSTOMER BONDING TOWARDS

AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” Submitted in partial fulfillment for the

Award of Master of Business Administration to Visvesvaraya Technological University,

Belgaum, is a record of independent research work carried out by me.

I also declare that this dissertation is a result of my own efforts and has not been submitted

earlier for the award of any degree/ diploma or any other University.

Place: TUMKUR Saiyed Sohelahmed S

[USN: 1HM07MBA44]

Date:


The Taste of India

ACKNOWLEDGMENT

I would like to take this opportunity to express my since gratitude to all those who

guide me in right direction to complete this report.

I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of H.M.S.I.T. for

his encouragement throughout the course of this study.

I also take this opportunity to thank Dr. Hasmukh Savlani, Director and

Prof.G.V.M.Sharma, Head of the Department of Management Studies for their constant

guidance and assistance throughout this study.

I also express my sincere thank to Mr. Vinayak Kammar lecturer Department of

Management Study, H.M.S.I.T, Tumkur, for his constant guidance and assistance throughout

this study.

I also express my sincere thank to Mr. G.D.Trivadi administrative officer of Amul for

giving proper guidance of the project and also thanks to Amul to give me the opportunity for

doing project work.

Last but not the least, I would like to thank my respondents for sparing their precious

time to answer my questionnaire and giving me the valuable information I needed. Finally

my sincere thanks to my parents and to my entire friend to their support and motivation

throughout the project.

Saiyed Sohelahmed s

(USN.1HM07MBA44)


The Taste of India


The Taste of India

(ON THE COLLEGE LETTERHEAD)

DATE:

CERTIFICATE

This is to certify that Mr. Saiyed Sohelahmed S bonafide student of IV SEM

MBA bearing USN NO 1HM07MBA44 has undergone a main training report and prepared a

report entitled “CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND

DISTRICT” for a period of 6 weeks successfully.

This Training Report is submitted for the Award of partial fulfillment of the

Master’s degree in Business Administration Affiliated to VTU, Belgaum during the month of

January 2009.

Mr. G.V.M. Sharma Dr. T. R. JagadeeshAsst. Prof & HOD Principal

External guide internal guide


The Taste of India

Chapter-1INTRODUCTION:

“Marketing is a total system of business, an ongoing process of:

1. Discovering and translating consumer needs and desires into the

products services (planning and producing the planned products).

2. Creating demand for this product and services (through promotion and

pricing)

3. Serving the consumer demand through planned and physical

distribution) with the help of marketing channels and then I turn.

4. Expanding the market even in the place of keen competition.”

The modern marketer is called upon to set the marketing objectives, develop the

marketing plan, organize the ,marketing function, implement the marketing plan

or programme ( marketing mix) and control the marketing programme to ensure

the accomplishment of the set marketing objectives. The marketing programme

covers producer planning or merchandising, price, promotion and distribution.

In short, modern marketing begins with the customer, not with production

cost, sales, technological landmarks and it ends with the customer satisfaction

and social well-being. Under the market- driven economy buyer or customer is

the boss.

Marketing has been viewed as an ongoing or dynamic process involving a

set of interacting activities dealing with a market offering by producers to

consumers on the basis of reliable marketing anticipation.

Marketing is a matching process by which a process by which a producer

provides a marketing mix that meets consumer demands of a target markets

within the limits of society. The process is based on corporate goals and

corporate capabilities. Marketing process brings together producers and


The Taste of India

consumers the two main participants in exchange. Each producer or seller has

certain goals and capabilities in making and marketing his products. He uses

marketing research as a tool to anticipate market demand. Then he provides a

marketing mix in order to capitalize marketing opportunity. An exchange or a

transaction takes when market offering is acceptable to the customer who is

prepared to give something value I return against the product so bought.


The Taste of India

INDUSTRY PROFILE:

Dairy is a place where handling of milk and milk products is done and

technology refers to the application of scientific knowledge for practical

purposes. Dairy technology has been defined as that branch of dairy science,

which deals with the processing of milk and the manufacture of milk products

on an industrial scale.

The dairy sector in the India has shown remarkable development in the past

decade and India has now become one of the largest producers of milk and

value-added milk products in the world.

The dairy sector has developed through co-operatives in many parts of

the State. During 1997-98, the State had 60 milk processing plants with an

aggregate processing capacity of 5.8 million litres per day. In addition to these

processing plants, 123 Government and 33 co-operatives milk chilling centers

operate in the State.

Also India today is the lowest cost producer of per litre of milk in the

world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars.

Also to take advantage of this lowest cost of milk production and increasing

production in the country multinational companies are planning to expand their

activities here. Some of these milk producers have already obtained quality

standard certificates from the authorities. This will help them in marketing their

products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace

of around 33% per annum to around Rs.43,500 crores by year 2005. This

growth is going to come from the greater emphasis on the processed foods

sector and also by increase in the conversion of milk into milk products. By


The Taste of India

2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million.

Presently the market is valued at around Rs7,00,000 mn.

Milk Production from 1950 to 2020

1950 – 17 million tonnes

1996 – 70.8 million tonnes

1997 – 74.3 million tonnes

(Projected) 2020 – 240 million tonnes

Expected to reach- 220 to 250 mt – 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020)

World's Major Milk Producers (Million MTs)

Country2002-03 2003-04 (Approx.)

India 81 84.5Brazil 75 77Russia 34 33Germany 27 27France 24 24Pakistan 21 22USA 71 71UK 14 14Ukraine 15 14Poland 12 12New Zealand 11 12Netherlands 11 11Italy 10 10Australia 9 10

R esearch and D evelopment in D airy I ndustry :


The Taste of India

The research and development need to the dairy industry to develop and

survives for long time with better status. The various institute and milk dairy

companies R&D results provide base for today’s industry growth and

development. The research and development of products of dairy, like yogurt

and cheese market research and company reports provides insights into product

and market trends, analysis opportunities, sales and marketing strategies will

help local milk unions to develop and spread world wide through obtaining this

knowledge. Specific on market share, segmentation, size and growth in the US

and global markets are also helps industry to expand its market worldwide even

small union also.

D evelopment of F ood P rocessing I ndustry :

The food processing industry sector in India is one of the largest in terms

of production, consumption, export and growth prospects. The government of

accorded it is a high priority, with a number of fiscal relieves and incentives, to

encourage commercialization and value addition to agriculture produce, for

minimizing harvest wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk

industry. The development food products by using milk can give good market

opportunities to produces milk.

P roducts and I ndustry S tatus:

Among the products manufactured by organized sector are Ghee, Butter,

Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed

milk etc.. some milk products like Casein and Lactose are also being

manufactured lately. Therefore, there is good scope for manufacturing these

products locally.

Liberalization of the economy has led to a flood of new entrants, including

MNCs due to good prospects and abundant supply.


The Taste of India

I nvestment P otential in M ilk P roducts :

At the present rate of growth, India is expected to overtake the US in milk

production by the year 2010, when demand is expected to be over 125.69 ml.tn.

Being largely imported, manufacture of casein and lactose has good scope in the

country.

Exports of milk products have been decentralized and export in 2005-

2010 is estimated at 71.875 cr.

P roduction of Milk in I ndia:

The facts and figures here shown are calculated on the basis of percentage increases pear year.

YearProduction in million

MT1993-94 61.21994-95 63.51995-96 65.01996-97 68.01997-98 71.01998-99 74.51999-00 78.02000-01 81.512001-02 85.172002-03 89.02003-04 93.02004-05 97.652005-06 102.452006-07 107.58


The Taste of India

Company profile

Company Profile of Amul:

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the

Sanskrit "Amoolya," was suggested by a quality control expert in Anand.

Variants, all meaning "priceless", are found in several Indian languages. Amul

products have been in use in millions of homes since 1946. Amul Butter, Amul

Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul

Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made

Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08).

Today Amul is a symbol of many things. Of high-quality products sold at

reasonable prices.

50 years after it was first launched, Amul's sale figures have jumped from

1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other

brand comes even close to it. All because a thumb-sized girl climbed on to the

hoardings and put a magical spell on the masses

AMUL stands for,


The Taste of India

A = Anand

M = Milk

U = Union

L = Limited.

M ilestone of A mul:

Name Karia district co-operative milk producer’s ltd, widely known as

“Amul”

From Co-operative sector registered under the co-operative society act

Location Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,

India

Registration 14th December, 1946

Registered Kaira district co-operative milk producer’s ltd, Anand -388 001.

Gujarat

Size Production of different products on large scale, collecting 9 to 15

lakh liters milk everyday & producing milk products.

Plant There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant

Banker 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of

Maharashtra

Working 10:45 am to 5:45 pm

Founders 1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya


The Taste of India

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated

with each other. The actual meaning of this symbol is co-ordination of four

hands of different people by whom this union is at the top position in Asia.

o First hand is of farmers, without whom the organization would not

have existed.

o Second hand is of processors, who process the row material (milk)

into finished goods.

o Third hand is of marketer, without whom the product would have

not reached the customers

o Fourth hand is of customers, without whom the products would

have not carried on.

B rief H istory of A mul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India. It is a brand name managed by an apex

cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by some 2.6 million milk producers in

Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a

co-operative organization's success in the long term. It is one of the best

examples of co-operative achievement in the developing world. "Anyone who

has seen ... the dairy cooperatives in the state of Gujarat, especially the highly

successful one known as AMUL, will naturally wonder what combination of

influences and incentives is needed to multiply such a model a thousand times


The Taste of India

over in developing regions everywhere. ”The Amul Pattern has established

itself as a uniquely appropriate model for rural development. Amul has spurred

the White Revolution of India, which has made India the largest producer of

milk and milk products in the world. It is also the world's biggest vegetarian

cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand

with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6

million producer members with milk collection average of 10.16 million litres

per day. Besides India, Amul has entered overseas markets such as Mauritius,

UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few

South African countries. Its bid to enter Japanese market in 1994 had not

succeeded, but now it has fresh plans of flooding the Japanese markets. Other

potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized

as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,

chairman of the Banaskantha Union, was elected chairman of GCMMF.

A MUL: 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 and

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

and 250 liters of milk per day, nothing but a trickle compared to the flood it has

become today. Today Amul collects processes and distributes over a million

liters 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


The Taste of India

too has become a symbol of the aspirations of millions of farmers.Creating a

pattern of liberation and self-reliance for every farmer to follow.

T he S tart of a R evolution

The revolution started as awareness among the farmers that grew and matured

into a protest movement and the determination to liberate them. Over four

decades ago, the life of a farmer in Kaira District was very much like that of his

counterpart anywhere else in India. His income was derived almost entirely

from seasonal crops. The income from milch buffaloes was undependable. The

marketing and distribution system for the milk was controlled by private traders

and middlemen. As milk is perishable, farmers were compelled to sell it for

whatever they were offered. Often, they had to sell cream and ghee at

throwaway prices. In this situation, the one who gained was the private trader.

Gradually, the realization dawned on the farmers that the exploitation by the

trader could be checked only if marketed their milk themselves. In order to do

that they needed to form some sort of an organization. This realization is what

led to the establishment of the Kaira District Cooperative Milk Producers'

Union Limited (popularly known as Amul) which was formally registered on

December 14, 1946.

The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June

1948. An assured market proved a great incentive to the milk producers of the

district. By the end of 1948, more than 400 farmers joined in more village

societies, and the quantity of milk handled by one Union increased from 250 to

5,000 liters a day.


The Taste of India

A mul's S ecret of S uccess

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market

the production enhancement package. What's more, it does not disturb the agro-

system of the farmers. It also enables the consumer an access to high quality

milk and milk products. Contrary to the traditional system, when the profit of

the business was cornered by the middlemen, the system ensured that the profit

goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a

pattern and model for emulation elsewhere. Amul has been able to:

Provide a support system to the milk producers without disturbing their

agro-economic systems

Even though, growing with time and on scale, it has remained with the

smallest producer members. In that sense, Amul is an example par

excellence, of an intervention for rural change.

Bring at the command of the rural milk producers the best of the

technology and harness its fruit for betterment

Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its roles and

limitations

Plough back the profits, by prudent use of men, material and machines, in

the rural sector for the common good and betterment of the member

producers and

The Union looks after policy formulation, processing and marketing of milk,

provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through the


The Taste of India

village societies.The village society also facilitates the implementation of

various production enhancement and member education programs undertaken

by the Union. The staff of the village societies has been trained to undertake the

veterinary first-aid and the artificial insemination activities on their own.

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest

food products marketing organization. It is a state level apex body of milk

cooperatives in Gujarat which aims to provide remunerative returns to the

farmers and also serve the interest of consumers by providing quality products

which are good value for money.

Members:13 district cooperative milk

producers' UnionNo. of Producer Members: 2.7 millionNo. of Village Societies: 13,141Total Milk handling capacity: 10.21 million liters per dayMilk collection (Total - 2007-08): 2.69 billion litersMilk collection (Daily Average 2007-08):

7.4 million liters

Milk Drying Capacity: 626 Mts. per dayCattlefeed manufacturing Capacity: 3090 Mts per day

Sales turn over from 1994 to 2008:

Sales Turnover Rs (million)

1994-95 111401995-96 137901996-97 155401997-98 188401998-99 221921999-00 221852000-01 22588


The Taste of India

2001-02 233652002-03 274572003-04 289412004-05 292252005-06 377362006-07 427782007-08 52554O wnership P attern of A mul:

Amul is a co-operative sector & it is having 22 total numbers in societies.

In addition to this there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as

GCMMF faces through competition in the Indian market by different

companies. So that by advertising and promoting its product GCMMF has

become one of the leading dairies in India. In western of India, GCMMF shares

most of the market while in other parts of India it is next so. But slowly and

surely GCMMF is growing in sharing the market with other competitors

industries.

Now there is machinery around Rs. 1500 lakh which is to be in

expansion with higher advanced machinery to Rs. 1600 lakhs.

Accumulated members share capital in union is Rs. 553,935,000 this

share capital is deposited in Amul bank account in the name respective member

dairy co-operative societies.

I nformation a bout C ompetitors :

The Indian market is dominated by a large number of small local

manufacture and regional players.

There are an estimated 150 manufactures in the organized segment which

account for 30-40% of sales and about 1000 units in the unorganized segment of

the market.


The Taste of India

They have also competitor in the market. They felt very tuff competition in our

country and outing countries.

A ccording to P roduct C ategories

For Liquid Milk:

Gayatri Milk

Super Milk

Payal Milk

Sardar Milk

Samrrudhi Milk

Sagar Milk

For Ice-Cream Product

Gokul Ice-Cream

Dairy –Den Ice-Cream

Quality Walls Ice-Cream

Havmor Ice-Cream

Max

Vadilal Ice-Cream

For Ghee Product

Gopi Ghee

Gayatri Ghee

Krishna Ghee

A’bad Ghee

Nestle

For Chocolate

Cadbury

Max

Dairy Milk

Five Star

Butter

Nature butter

Cheese

Britannia

Lebon


The Taste of India

A chievements \ a wards:

Amul a co-operative society and its co-operation has led many different

awards in its favor.

Magsaysay award for community leadership presented in manila,

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: “Padmabhusan” award given to Shri T.K. Patel

1965: “Padmshri awarded was given to V. Kurien, general manager, by

the president of India

1987: “Best Productivity” awarded by national productivity council for

the year 1985-86 awarded to Amul dairy.

1988: “Best Productivity” awarded for the second successive year 1986-

87 by the president of India, Mr. R. Venkatrao to kaira union.

1993: “ICA” Memenoto towards genuine and self sustaining co-operative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

Moreover the Amul union has achieved the prestigious ISO 9001-2000

and HACCP Certificate and effects are got to obtain ISO 14000.


The Taste of India

L ist of P roducts M arketed :

Bread Spreads

Amul ButterUtterly Butterly Delicious

Amul LiteLow fat, low Cholesterol Bread Spread

Delicious Table MargarineThe Delicious way to eat healthy

Milk Drinks

Amul Kool Millk Shaake

Amul Kool

Amul Kool Cafe Kool KokoA delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy DrinkA drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack


http://www.amul.com/bread-butter.html

http://www.amul.com/fresh-flavouredpack.html


http://www.amul.com/fresh-flavoured.html


http://www.amul.com/fresh-chocolate.html


http://www.amul.com/nutramulenergymilk.html


http://www.amul.com/amulkoolkoko.html

http://www.amul.com/amulkoolcafe.html

http://www.amul.com/amulkool.html

http://www.amul.com/amulkoolmillkshaake.html


http://www.amul.com/bread-delicious.html


http://www.amul.com/bread-lite.html

http://www.amul.com/bread-butter.html

http://www.amul.com/bread-lite.html



http://www.amul.com/amulkool.html

http://www.amul.com/amulkoolcafe.html

http://www.amul.com/amulkoolkoko.html





The Taste of India

Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching Drink

Amul Kool Thandai

Powder Milk

Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk PowderA dairy in your home

Sagar Skimmed Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Sagar Tea Coffee Whitener

Amulya Dairy WhitenerThe Richest, Purest Dairy Whitener

Fresh Milk

Amul Fresh MilkThis is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk


http://www.amul.com/fresh-slim.html


http://www.amul.com/fresh-tazza.html


http://www.amul.com/fresh-gold.html

http://www.amul.com/fresh-fmilk.html

http://www.amul.com/powder-dairy.html


http://www.amul.com/powder-coffee.html


http://www.amul.com/powder-skimmilk.html


http://www.amul.com/powder-milkpowder.html


http://www.amul.com/powder-milkfood.html


http://www.amul.com/amul-thandai.html

http://www.amul.com/fresh-masti.html



http://www.amul.com/amul-thandai.html






http://www.amul.com/fresh-fmilk.html

http://www.amul.com/fresh-gold.html



The Taste of India

Amul Fresh Cream Amul Shakti Toned Milk

Amul Calci+

Cheese

Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennet

Amul Cheese SpreadsTasty Cheese Spreads in 3 great flavours..

Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking

Amul / Sagar Pure GheeMade from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Cooking Butter


http://www.amul.com/cooking-butter.html

http://www.amul.com/cooking-sagar.html

http://www.amul.com/cheese-gouda.html

http://www.amul.com/cheese-mozzarella.html


http://www.amul.com/cheese-emmental.html

http://www.amul.com/cheese-spreads.html

http://www.amul.com/cheese-cheddar.html


http://www.amul.com/amulcalciplus.html

http://www.amul.com/fresh-shakti.html


http://www.amul.com/fresh-cream.html

http://www.amul.com/fresh-cream.html


http://www.amul.com/amulcalciplus.html


http://www.amul.com/cheese-spreads.html

http://www.amul.com/cheese-emmental.html


http://www.amul.com/cheese-gouda.html

http://www.amul.com/cooking-sagar.html

http://www.amul.com/cooking-butter.html

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Amul Malai PaneerReady to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai MateSweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Desserts

Amul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul ShrikhandA delicious treat, anytime.

Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot.

Amul ChocolatesThe perfect gift for someone you love.

Amul Lassee Amul Basundi

Health Drink

NutramulMalted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.


http://www.amul.com/health-toned.html


http://www.amul.com/healthy-nutramul.html

http://www.amul.com/desserts-basundi.html

http://www.amul.com/desserts-lassee.html

http://www.amul.com/desserts-chocolates.html

http://www.amul.com/desserts-gulabjamun.html


http://www.amul.com/desserts-shrikhand.html

http://www.amulicecream.in/

http://www.amul.com/cooking-mastidahi.html

http://www.amul.com/cooking-mithai.html

http://www.amul.com/cooking-pizza.html

http://www.amul.com/cooking-paneer.html

http://www.amul.com/cooking-paneer.html

http://www.amul.com/cooking-pizza.html

http://www.amul.com/cooking-mithai.html

http://www.amul.com/cooking-mastidahi.html

http://www.amulicecream.in/

http://www.amul.com/desserts-shrikhand.html


http://www.amul.com/desserts-chocolates.html

http://www.amul.com/desserts-lassee.html

http://www.amul.com/desserts-basundi.html

http://www.amul.com/healthy-nutramul.html


The Taste of India

Chapter -2

Theoretical Background of This Study

A. S TATEMENT OF T HE P ROBLEM

Many companies are aiming for high satisfaction because customers who are

just satisfied still it find it easy to switch when better offer comes along. Those

who are highly satisfied are much less ready to switch. High satisfaction creates

an emotional bind with the brand not just a rational preference. The result is

highly customer loyalty. Hence an attempt has been made to identify the

customer attitude and satisfaction on Amul Milk Products

B. O BJECTIVES OF T HE S TUDY

This project is based on consumer satisfaction towards Amul Milk and Milk

products in Anand. Objectives of study are;

1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul

2. To offer pragmatic suggestion for growth and development of Amul

products.

3. To know the various marketing mix that influence the customer

behavior.

C. S COPE OF T HE S TUDY

Customer satisfaction is an important element in the marketing activity.

This customer satisfaction decides the fate of the product and organization.

There is various factors influence to the customer satisfaction. These factors

are,

Post purchase behavior, Reputation, Product availability, Branding, and

convenient etc.


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D. M ETHODOLOGY

The study is mainly concerned with behaviors of the customers’

satisfaction towards AMUL products and Milk products. Hence various data

and methodology is considered in my report preparation. The main data

sources are:

P RIMARY D ATA

The primary data refers to original information gathered for a

specific purpose and provides up to date, accurate and relevant information

and it is gathered in an investigation according to the needs of the problem.

T OOLS U SED T O C OLLECT T HE P RIMARY D ATA:

The primary data is collected on the basis of survey method with

the help of questionnaires, and interviews, personal observation, direct

consultation with consumers and dealers.

Both open and closed end questions are used in the questionnaire.

M ETHODS:

The survey method is used to collect the primary data with the help

of questionnaire based on explorative and conclusive research.

S AMPLING U NIT:

It refers to the individuals who are to be surveyed in the study and

it is the customer who is consuming or using or who has bought AMUL milk

and milk products are surveyed.

S AMPLE S IZE:

It refers to the number of people surveyed for this topic, in the

study 100 people were surveyed and responses drawn.


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S ECONDARY D ATA:

The secondary data can be defined as data collected by son\me one

else for purposes other than solving problem being investigation and

previously meant for another purpose.

A secondary data is collected from the books, periodical journals,

magazines, papers, company records, internet and other publication.

E. L IMITATION OF T HE S TUDY:

1. Total coverage of the study is limited to the few customers for

collecting AMUL milk and milk products at Anand, Baroda, and

Vidhyanagar & at some small village.

2. Sample size of the study is restricted to 100 customers only.

3. Most of the respondents hesitate to give information but how ever an

attempt is made to collect the data systematically.

4. Time is the one constraint of the survey.


The Taste of India

CHAPTER – 3

THEORITICAL DISCUSSION

I NTRODUCTION:

The term “market” is derived from the Latin word ‘Marcatus’ which

means to trade or place of business. So in the literal sense and in the ordinary

language, the term ‘Market’ refers to a certain place, where buyers and sellers

personally meet each other and make their purchase and sales. In short, it means

a certain place where goods are bought and sold.

However in commerce the term ‘Market’ is used in the economic sense.

In the economic sense the term ‘Market’ does not refer to any particular place

where buyers and sellers meet face to face and make their purchase and sales,

but covers the whole of any region, where the buyers and sellers are in such free

intercourse, that is contract or communication with one another that a single

price prevails for a certain commodity at a certain point of time through the

region.

In short, it means the getting together of buyers and sellers in person or

any by mail telephone, telegraph of through any other means of communication.

M arketing:

The meaning of the term ‘marketing’ can be studied under two heads.

They are,

1. Traditional or old view of marketing

2. Modern of customer oriented marketing

D efinition:

According to the American Marketing Association, “Marketing is the

performances of business activities that direct the flow of goods and services

from producer to customer or user”

Five Stages of Customer Bonding


http://thecustomerinstitute.blogspot.com/2007/12/five-stages-of-customer-bonding.html

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This bond results from effective one-on-one communication, mutually-

beneficial interaction, the company's genuine interest and involvement in the

customer's life and lifestyle, a combination of customer allegiance and company

advocacy, and a shared sense of purpose.

Customer loyalty develops from personal relationships and trust between the

company and the customer over time. This includes keeping customers involved

throughout the product lifecycle as well as developing products and/or services

to meet changing customer needs and desires.

A WARENESS

The art of earning customer "share-of-mind" involves creating an

impression of personal identification with the company's products and/or

services.

This first stage, awareness, represents the weakest aspect of a relationship

because it is non-interactive and depends entirely on the customer's

perception

I DENTITY

The identification stage occurs when a potential customer asks the

question, "What's in it for me?"

A customer identifies a product of service as meeting one or more

important personal needs, such as self-fulfillment, status, or belonging.

A customer may perceive the company as having values and preferences

similar to his own and begin to form a relationship with the company.

R ELATIONSHIP


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At this stage, the customer receives the benefit of products and/or

services tailored specifically to his individual needs (at least as nearly as

the company can provide).

Once a customer interacts with the company, repeated experiences of

individual customer satisfaction take on significant importance.

Customers expect that products will work and that they will receive good

service. Customer delight results largely from how a product is sold and

is serviced as well as how the company responds to inquiries and solves

problems.

C OMMUNITY

Customer bonding requires high levels of effective interaction. When the

company integrates its products and services into the life and lifestyle of

its customers, communal bonding occurs.

The community relationship stage achieves an integration of values,

preferences and priorities between customer and company where each

derives mutual benefit. Companies that achieve this type of loyalty

consistently delight their customers.

A DVOCACY

At this advanced level of customer bonding, the company services as an

advocate for the customer, and the customer shows an allegiance to the

company; word-of-mouth advertising flourishes. Because the company

now can encourage buyer-get-a-buyer programs through appropriate

incentives, it must be prepared to follow through professionally to make

new recruits feel as valued as the advocates who recommended them.

M arket S egmentation:


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The process of talking the total heterogeneous market for a product &

dividing it in to several sub markets each which tend to be homogeneous in all

significances.

There are few bases for segmentation markets,

Customer characteristics

Consumer responses

The major segmentation variables for consumers markets are,

o Geographic segmentation (nation, state, country, city)

o Demographic segmentation (age, family, religion, generation,

nationality, social class)

o Psychographic (life style, personality & status class)

o Behavioral (occupation, benefits, users, loyalty, )

These variables can be used singly or in combination, business marketer use all

these variable as along with operating variables, purchasing approaches,

substantial, accessible, differentiable, & actionable.

C ustomer B ehavior:

The term consumer behavior refers to the behavior that consumer

displays in reach for purchasing using, evaluating & disposing of products &

services that they except will satisfy their needs.

C onsumer R esearch:

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both

felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.

What their attitudes are before and after promotional campaigns & how & why

they make their consumption decision.

C onsumer S atisfaction:


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All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more

on the customers. That is, it will be the customer who will decide where the

firm is heading. Thus the challenge before the marketer is to ensure that they

should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction

refers to the buyers state of being adequately rewarded in a buying situation for

the sacrifices he has made one the customer purchase & use the product they

may then become either satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of the product or

services is that more favorable post-purchase attitude, higher purchase intention

& brand loyalty to be exhibited that the same behavior is likely to be exhibited

in a similar purchasing situation. The term ‘consumer’ is a typically used to

refer to someone who regularly purchase from a particular store or company.

Customers are people who are happy with the product & services & are

willing to come back & pay for it again.

Today the firms aim to give satisfaction to the customer through

marketing concepts. The firm try to help the buyers in the solving the problem

then competitors. The marketers must see that consumers with purchasing

power constitute a potentials buyers are identified. It is essential for the

marketer to carry out the business in such a way that they give satisfaction to

consumers needed. When a firm markets a product or service it should aim to

enjoy consumer’s satisfaction & profit maximization.

C oncept & N eed for S tudying C onsumer B ehavior:


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Consumer behavior can be said to be the study of how individual make

decision on how to spend their available resources (time, money, effort) on

various consumption related items. This simple definition of consumer behavior

tells the markets to resolve every activity around the ultimate consumers &

gauge their behavior by specially focusing on:

o Who buys products or services?

o How do they buy products or services?

o Where do they buy them?

o How often they buy them?

o Why do they buy them?

o How often they use them?

These questions will help in understanding better what factors influences

the decision making process of the customers. The decision making process

identifies the number of people who are involve in this process & describes a

role to them like users, decides, influences & buyers.

It is believed that consumers or customers make purchase decision on the

basis of receipt of a small number of selectivity chosen pieces of information.

Thus it will be very important to understand what & how mush them to evaluate

the goods & services offerings.

C ustomer E xpectation:

Customer expectation through look realistic is very often build upon on a

very high platform. Then the quality of the product or services may not match

the expectation. This again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the

marketing decision maker could adopt approaches wherein he can classify

market in relation to the degree of opportunity to deliver customer satisfaction.

He could establish itself common factors & them evaluate each market


The Taste of India

opportunity against these. The most probable factors which influence

consumer’s behaviors are:

o Market size

o Rate of growth of the market

o Stability or demand

o The due importance attached to price by the consumers before

making a purchase decision

o Consumer emphasis & the due importance given to the quality

aspect

o The consumers desire for product innovation

o The level of competition (inclusive of both existing & potential

competitors)

o The firm’s competitive strengths in terms of price & product

o Expectations at the general level like are quality, durability,

reliability, style, etc.

F eedback:

Many of the companies are entrusting their customers to give a feedback

& use this as a means of maintaining regular contact & dialogue, having

realized the importance of obtaining a feedback the consumers. Rather than

avoiding comment, companies are encouraging their customers to talk, as

mention above, feedback helps them, market firm to get on idea of the

customers view point on their product or services & more important is that this

information will help them to take action & deal with any problem immediately.


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B rands:

Brands were originally developed as labels of own ship: Name Term

Design and Symbol. However, they today it is what they for people that matters

much more, powerful brands can drive success in competitive and financial

markets, and indeed become the organization’s most valuable assets.

B rand L oyalty:

It has been proclaimed by some to be the ultimate goal of marketing. In

marketing, brand loyalty consist of a consumer’s commitment to repurchase the

brand and can be demonstrated by repeated buying of a product or service or

other positive behaviors such as word of mouth advocacy. True brand loyalty

implies that the consumer is willing, st least on occasion, to put aside their own

desires in the interest of the brand.

C ustomer F ocus:

Many companies today have a customer focus (or customer orientation).

This implies that the company focuses its activities and products on consumer

demands. Generally there are three ways of doing this: the customer driven

approach, the sense of identifying market changes and the product innovation

approach.

In the consumer driven approach, consumer wants are the drivers of all

strategic marketing decision. No strategy is pursued until it passes the test of

consumer research. Every aspect of a market offering, including the nature of

the product itself, is driven by the needs of potential customers. The starting

point is always consumer. The rationale for this approach is that there is no

point spending R&D funds developing products that people will not buy.


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History attested to many products that were commercial failure in spite of being

technological breakthroughs.

C ustomer L oyalty:

“It takes a lot less money to increase your retention of current than to find

new ones but I know I don’t give it as much effort as I should because it does

take a lot of energy and effort”


The Taste of India

Chapter-4

A nalysis and I nterpretation of the D ata:

The collected data were not easily understandable, so I like to analyze the

collected data in a systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the

collected data and interpretation it with pictorial representation such as bar

charts, pie charts and others.

G ender:

Gender play vital role in purchase decisions. Gender classified on sex

basis i.e. male and female. Gender classification is requiring to marketer

because different gender exibit different perception towards products. In

classification of gender the following number is used to know their perception.

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

total 100 100

Sources: Primary Data

Table no 5.1


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I nterpretation:

35% of the respondents are male and 65% of the respondents are female.

From the above table we can conclude that, the majority of the respondents

were belongs to female group.

Graph no: 5.1

O ccupation:

Occupation is also influences a person’s consumption pattern. A blue

collar worker will buy work cloths, work shoes and lunch boxes. Similarly the

Amul Milk and Milk products are purchased by various occupants. The

following occupants of the respondents are classifies for the data collection.


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Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100


Table no.5.2

I nterpretation:

20% of the respondents are business, 10% of the respondents are

employees, and 65% of the respondents are house wives, 05% of the

respondents are others group.

Graph No.5.2


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I ncome:

Income decided the purchasing power of the customer. If the income is

high then, they go for high quality irrespective of price of the product. Hence in

this research I like to collect the data how income is influence to purchase Amul

Milk and Milk products.

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100


Table No: 5.3

I nterpretation:

As per the data 38% of the respondents earn per month below 5000, 30%

of the respondents earn 5001 to 10000, 21% of the respondents earn above

10001 to 15000. 11% of the respondents earn 15000 & above. From the above

table we can conclude that majority of the respondents’ monthly income group

of below 5000 and more than 5000 to 10000.


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Graph No. 5.3

P urchasing F actor:

Identification of various factors plays a vital role in consumer

behavior study. The various factors such as quality, price easy available etc. is

influencing lot and influences positively. The following data reveals how

various factors are influencing to buying of Amul Milk and Milk products.


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Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %

Quality 38 38

Brand image 28 28

Price 20 20

Easy availability 14 14

Others Nil Nil

Total 100 100

` Source: Primary Data

Table no: 5.4

Graph no 5.4

I nterpretation:

38% of respondents buying AMUL Milk & Milk products for its Good

Quality, 28% of respondents use for its Band Name,20% of its Price

consideration, 14% of its easy availability of respondents buying AMUL Milk

& Milk products.


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Q uality:

Company has two responsibility in a quality centered. First, they must

participate in formulating strategies and policies designed to help the company

win through total quality excellence. Second they must deliver marketing

quality alongside production quality. This helps to company to attract more

number of customers to their products. Hence I try to collect information related

to quality of AMUL Milk & Milk products.

Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )

Thickness 35 35

Freshness 45 45

Taste 20 20

Others Nil Nil

Total 100 100


Table no: 5.5

I nterpretation:

As per the data, 35% of the respondents buy the milk due to Thickness,

45% of the respondents for Freshness, and 20% of respondents for Taste.

Quality takes vital role in every organization. From the above table we

can conclude that majority of the respondents expressed that AMUL Milk &

Milk products have Thickness.


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Graph no.5.5

R espondents C onsumption Q uality:

Consumption quality is varying with various respondents. Some of

customer they buy less quantity and some them huge quantity depends upon

requirement and number of people in their houses. The data is collected to know

the various consumption patterns.

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

1 Liter 70 70

2-4 Liter 10 10

More than 4 Liters 20 20

Total 100 100


Table no: 5.6


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Graph no.5.6

I nterpretation:

70% of the respondents are consuming one liter per day. 10% of the

respondents are consuming two to four liter per day. 20% of the respondents are

consuming more than four liters per day.

From the above table we can conclude that majority of the respondents

were consuming one liter per day.


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P urchase D uration:

Repeat purchase will help to know what customer loyalty towards Amul

Milk & milk products. When consumer repeatedly purchases the product, it is

understood that they are satisfied with the products. The following data show

the various statuses of the respondents.

Analysis of Purchase Duration of the AMUL Milk & Milk Products

Duration No. of Respondents Percentage (%)

6 Months 05 05

1-2 Years 15 15

3-4 Years 20 20

More than 4 years 60 60

Total 100 100


Table no: 5.7

I nterpretation:

As per the data gathered, out of 100 respondents, 05% of the respondents

buying since last six months, 15% of the respondents from one to two years, 20

% of the respondents from three to four years, 60% of the respondents buying

AMUL Milk & Milk products from more than four years.


consuming AMUL Milk & Milk products more than four years.


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Graph no: 5.7

O pinion towards P roducts:

The behavior of users after his commitment to a product has been

collected with respect product and terms of satisfaction with rating scale. The

following are the data obtained related to AMUL Milk & Milk products.

Analysis of Rating towards AMUL Milk & Milk products

Ratings No. of Respondents Percentage (%)

Excellent 25 25

Good 48 48

Average 22 22

Poor 05 05

Total 100 100

Source: Primary Data

Table no: 5.8


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I nterpretation:

25% of the respondents rated that AMUL Milk & Milk products are

Excellent. 48% of the respondents rated as good, 22% of the respondents rated

as Average Quality. 05% of the respondents rated that AMUL Milk & Milk

products are Poor.


rated AMUL Milk & Milk products are of Good Quality.

Graph no.5.8


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C ommon C omplaints:

A customer centered organization makes it ways for its customer to

deliver suggestion and complaints. Many firms provide form for collecting

feedback on products and some time customer complaints and suggestion about

products. In this survey, common problems raised by the customer or not.

Analysis of problems in Amul Milk Products

Opinions No. of Respondents Percentage (%)

Yes 10 10

No 90 90

Total 100 100


Table no: 5.9

I nterpretation:

Only 10% of the respondents said that that there is no problem is AMUL

Milk & Milk products. 90% of the respondents are said that no problems in

AMUL Milk & Milk products.

From the above table we can conclude that majority that the respondents

are not having

any problems in AMUL Milk & Milk products.


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Graph no: 5.9

P urchasing P lace:

Purchase place is also important to know where users choose their

purchase point. This helps to marketer to design various promotion and

distribution programmes. The data is collected to know the various purchase

place and availability.

Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100


Table no: 5.10


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I nterpretation:

95% of the respondents said that they are getting AMUL Milk & Milk

products easily. Only 05% of the respondents disagree with the easy available

of AMUL Milk & Milk products.


getting the AMUL Milk & Milk products easily from the dealers or retailers.

Graph no: 5.10

O pinions towards P roducts :

The behavior of user after his/her commitment to a product has been

collected with respect products terms of satisfaction with rating scale. The

following are the data obtained related to AMUL Milk & Milk products


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V alue for the M oney:

Consumers always think while paying price to the products such as how

much we are paying towards products and how much we are getting. This data

is gathered to know what value they are receiving from the AMUL Milk & Milk

products.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 96 96

No 04 04

Total 100 100


Table no: 5.11

I nterpretation:

96% of the respondents feel that they get the value for money they paid.

Only 04% of the respondents feel that they are not getting the value for money

what they paid.


are agreed that

they are getting the value for money they paid.


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Graph no: 5.11

I nfluence to O thers to B uy P roducts:

Post experience & benefits will help organization in obtaining the

additional sale. In this connection feedback its act as an influence to others to

adopt the product the user survey has conducted to identify what an extent user

recommends to others. The data has been extracted & it is as follows.

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100


Table no: 5.12


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I nterpretation:

95% of the respondents were recommended verka milk and milk

products, 05% of the respondents were not recommended verka milk and

products to others.


were recommended verka milk and milk products.

Table no: 5.12

I nterpretation:

95% of the respondents were satisfies with the AMUL Milk & Milk

products. 05% of the respondents were not satisfies with the AMUL Milk &

Milk products.


were satisfied with the AMUL Milk & Milk products.


The Taste of India

Chapter-5

FINDINGS, SUGGESTIONS AND CONCLUSIONS:

F INDINGS :

This chapter is including in my survey findings, suggestions and

conclusions of my study. First I would like to present my survey findings. The

main findings of my survey are as follows:

1. It is findings in the survey that females are the main decision maker for

the milk and milk products. As per the data, 65% of female and 35% of

male makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that

65% are the housewives and 35% are from various occupations such as a

businessman, employee, farmers, etc for the Amul Milk & Milk products.

3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk

products. As per the data, 79% of the respondents’ income is under this

group.

4. The main purchasing factors for the Amul Milk & Milk products are

Quality and Brand image. The data reveals that 42% influences on

Quality and 32% influenced for the Brand.

5. 88% of the total respondents are using product since from a long time.

The majority of the respondents are using Amul Milk & Milk products

from more than 3 years.

6. Overall opinion of the product performance data reveals that Amul

product satisfies 70% of the respondent and 30% respondent’s opinion is

average.

7. It is found in the survey that 32% of the total respondents are dissatisfied

on dealer’s services.

8. It is found in the survey that customer are influencing through Word of

Mouth.


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S UGGESTIONS :

1. Milk and milk product purchase decisions are more decided by women

rather than male, because she act as a invigilator, execute her decision

and influence the same to the purchase while ascertaining the quality,

freshness and price. Hence, I suggest Amul co-operative society to

concentrate more on the women and men suggestions for designing the

marketing strategy, because women’s role in the house is dominant, even

in the various decisions.

2. Occupation of the user influences the purchase decisions. The particular

occupation plays a vital role in deciding the product or services. Women

segment are influencing more on milk and milk products. Therefore, an

occupation is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income

prefers to purchase product with the quality, freshness, thickness, etc. and

vice versa. So I suggest Amul to concentrate also on low income segment

to capture market and position themselves in the minds of the customer

with required quality and quality milk and milk products.

4. Quality and Brand Image plays a dominant role. Milk and milk products

move in the market due to its quality and brand. Therefore it should

maintain the same.

5. Since Amul is having loyal customer it should concentrate more on this

factor through various potential programmes such as campaign, premium

packs, offers etc., this helps to increase the loyalty towards the Amul

products.

6. As only 30% of the total respondents are dissatisfied which is quite a

large percentage and this may influence negatively and increase the rate


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of switch over. Hence I suggest management to concentrate on few

product quality, shelf life, dealers approach, outlet maintenance etc. will

help Amul to satisfy to a greater extent.

7. Milk and milk product are having high demand and it is considered as a

very essential products. In present practice, purchase of milk and milk

products is through dealers. In this connection dealers approach towards

the product.

8. Customer is influential, hence I suggest Amul to look after the dealers

issue with due care.

9. When product possesses quality and other important attributes naturally

they propaganda about product through word of mouth and vice versa.

Therefore if the quality and attributes are fine tuned according to the

needs will help the Amul to get reputation and addition market.

10. Introduction of various economic products lies may help Amul to attract

the existing and new customers and may attract all income level groups.

Hence I suggest management to introduce new product line which can

satisfy the entire group.


The Taste of India

C onclusions:

From the survey conducted it is observed that Amul milk and Milk

products has a good market share.

From the study conducted the following conclusions can be drawn. In

order the dreams into reality and for turning liabilities into assets one must have

to meet the needs of the customers.

The factors considered by the customer before purchasing milk are

freshness, taste, thickness and easy availability.

Finally I conclude that, majority of the customers are satisfied with the

Amul milk and Milk products because of its good quality, reputation, easy

availabilities. Some customers are not satisfied with the Amul Milk & Milk

products because of high price, lack of dealer services, spoilage and low shelf

life etc. therefore, if slight modification in the marketing programme such as

dealers and outlets, promotion programmers, product lines etc., definitely

company can be as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more

importantly it’s customers before making any move.


The Taste of India

BIBLIOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall

Of India Private Limited, New Delhi.

Marketing Research: G.C Brek, Tata Mc Graw-Hill Publishing Company

Limited, New Delhi

Periodical: Business Word

DFPI, Annual Report-1999-2000

Research Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Website Address:

www.amul.com


http://www.amul.com/

The Taste of India

Customer Response – Questionnaire

Saiyed Sohelahmed, student of second year MBA of the H M S Institute of

Technology, Tumkur, Karnataka, he is doing main project on “Customer Satisfaction

Towards AMUL Milk & Milk products” at AMUL, Anand, Gujarat as a part of study. I

request you to provide the required information for the completion of my study.

Promise that the information is used exclusively for academic purpose only.

1. personal profile: A. Name:

B. Address:

C: Sex: Male: [ ] Female [ ]

G: Age: [ ]

E: Occupation:

1. Self-employed: [ ] 3.Professional: [ ]

2. House wife: [ ] 4. Student: [ ]

2. Which product you are buying?

3. What is the most important factor that matters while buying an Amul

product?

a. Quality: [ ] b. Price: [ ] c. Service: [ ]

4. How did you come to know about the Amul product?

a. By friends/family: [ ] b. Direct mailers: [ ]

c. Press Ads: [ ] d. Reference website: [ ]

e. T.V. Ads: [ ]


The Taste of India

5. Which configuration would you decide on while buying an Amul

product?

a. Intermediaries: [ ] b. Standard: [ ]

c. Latest / Advanced: [ ]

6. Are you satisfied with the quality of the product?

a. Yes: [ ] b. No: [ ]

7. Do you think the price of Amul product is high / low compared to

competitor’s product?

a. Very good: [ ] b. High: [ ]

c. Average: [ ] d. Same: [ ]

8. How often do you buy this product of Amul?

a. Daily: [ ] b. Monthly: [ ]

c. Weekly: [ ] d. Occasionally: [ ]

9. What is your opinion about the performance of Amul product?

a. Outstanding: [ ] b. excellent: [ ]

c. Good: [ ] d. Average: [ ]

10. Do the various schemes / promotional activities affect your purchase

plans?

a. Yes: [ ] b. No: [ ]

11. Suggestion (if any):

Date: SAIYED SOHELAHMED S

(1 HM 07 MBA 44)

Place:

THANK YOU


Documents

consumer bonding towards amul milk & milk products