Servo Sip Amul

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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

project is entirely true and factual. I would also like to mention that it is genuine

work 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

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INDEX

Srl. No. Details Page No.

1. Declaration 1

2. Index 2

3. Acknowledgement 3

4. Certificate 4

5. Executive Summary 5-7

6. Objective of project 8

7. About Amul 9-14

8. Conceptual background 15-20

9. Research methodology 21-37

10. Finding 38-39

11. Awareness of ad 40-46

12. Conclusion 47-49

13. Questionnaire 50-52

14. Reference 53

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ACKNOWLEDGEMENT

The happiness that accompanies us with the completion of any assignment

wouldn’t be complete without the mention of the people who made it possible.

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

GCMMF, Indore, for his useful guidance and support and Sinhgad Business

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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

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EXECUTIVE SUMMARY

Project Title:

1. Awareness level of new TVC “Dude, where is doodh”

2. Identifying consumer’s preference and buying behavior for amul

masti dahi at INDORE’s 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 selected

Gujarat 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

reputed company 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 the world and largest milk brand in Asia therefore

every individual aspires to work with them to gain knowledge and experience

which will be climbing stone in future.

Experience from MNC not only expands once knowledge in national market but

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

and Services 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

are using 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 consumer’s 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 purchase Amul masti dahi in the morning.

Majority of the customers purchase milk on the basis of quality of the Amul

masti dahi.

OBJECTIVES OF THE PROJECT

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

and Services i.e. quality, price, taste, home delivery etc offered to them and also

find 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'

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

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

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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

shackles of 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, our farmers 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 HISTORY

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

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

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

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

contractors.

Decision; Milk producer’s union in village federations into a district union,

which alone handle the sale of milk from Kairana to the government run

Bombay milk scheme. The government, British then, registered the move. The

farmers called a milk strike. After fifteen days government capitulated. This was

the beginning of the Kaira district co-operatives milk producers’ union ltd.

Anand registered on December, 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, several of them for the first time from buffalo milk, and marketing

them nationally against tough competition.

INTRODUCTION OF THE ORGANIZATION

Gujarat Cooperative Milk Marketing Federation

G.C.M.M.F: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s 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 and also serve the interest of consumers by providing quality products

which are good values for money.

Sales Turnover Rs. (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22185 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

Distribution Network

The 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 static’s impressive as they are, do not tell the most important

part of the story. The staunch support, brand loyalty and commitment or their

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

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

447,000 litres of milk from 2.12 million farmers (many illiterate), converts the

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milk 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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The wide range of product manufactured at any of the twelve independent dairy

plants as centered as a single board, identity, and name as AMUL or SAGAR.

The products manufactured are sent different GCMMF Ltd. Go down located all

over the country. From here the products are distributed to the wholesaler

dealers or receiving orders from them. This is done through Zonal office or sales

office. Wholesale 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

No. of Producer Member 2.41 million.

FACTORY (DAIRY)

GCMMF LTD. GODOWN

WHOLESALERS/DEALERS

RETAILERS

END CONSUMER

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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 Concept

The 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

organization select, buy, use and dispose of the goods, services, ideas, or

experiences to satisfy their needs and desires.

Understanding consumer behavior and knowing customer is not simple;

customer may say one thing and do another thing. They may not be in touch

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with their deeper motivations.

Also it is very important for any organization to analyze the opportunity. It is

must for organization to convert the challenges in to profitable opportunity .For

analysing marketing opportunities and formulating effective marketing strategy,

an understanding of the relating market is necessary. Since market consists of

buyers, it is the behavior of buyers that central 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 to study the Buying Behavior of The

customer.

CONSUMER BEHAVIOUR:-

Consumer Behavior explain how the individual Consumer, group of the

consumers and organization select, buy, use, and dispose of goods, and

services to satisfy their needs and wants.

MODELS OF THE BUYING BEHAVIOUR:-

Different models of the buying behavior will help the organization to

understand the buying behavior of consumers. There are no of 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. An understanding

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 –

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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 Learned needs (like fear, guilt)

Psychoanalytical Model –

According to psychologist the 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 BUYING

BEHAVIOUR:-

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.

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

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

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culture will determine the need of the persons. Different people from different

culture 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 etc also 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 culture of 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 persons. 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 the economic factors also

have big impact on the buying pattern. Economic circumstance affects the

consumption of the products. So the buying behavior is also affected by the

personal factors.

PHYCHOLOGICAL FACTORS:-

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

on the buying behavior of the person. If the person will be motivated then he

will be influenced to satisfy his need, and wants which led to influence his

behavior. Also the perception of the person will also motivate the behavior of

the person. 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:-

Let’s see the customer buying process by which it satisfies its need and

wants. There are no of stages are involved into the customer 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 customer

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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 - (Mass Media, Consumer-Rating

Organisation)

Experimental Source- (Hoardings, Examining, Using the

product)

Evaluation of Alternative:-

At this stage the consumer will evaluate the different alternatives available to

him. This is very difficult stage in the buying process.

Purchase Decision:-

Now the buyer will take decision whether he should buy the products and

Services or not .This is also important step of the buying process.

Post purchase Decision:-

After purchasing the goods or services the person will experience some degree

of satisfaction. If the person will be satisfied then he will 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

arrives at certain conclusion.

Research comprises defining and redefining problems, formulating hypothesis,

or suggesting 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 which

has 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

may 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 know which of these

methods are relevance and which are not.

Process Involves Following Six Marketing Research

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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.

Defining the problem and Research Objectives

Develop the research plan

Collect the information

Analyze the informations.

Present the finding

Make the decision

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Data collection –

The descriptive natures of research necessitate collection of primary data from

hotels & restaurant through personal interview. The survey was aimed at

learning their Knowledge, beliefs, preferences, experiences etc.

Research tool used –

Structured Questionnaire was used and interviews were conducted trough a

questionnaire in a formal way which was consisting of number disguised

questions were asked 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 control on validity.

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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, accuracy, purpose, and nature of question.

Personal Interview method

This is an important tool for collecting primary data. Under this method the

interviewers has to 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 data

Secondary 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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AMUL‘S 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 dahi

PURCHASE YES NO

RESPONDENTS 409 91

DIAGRAMATICAL PRESENTATON

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PURCHAGE

YESNO

INTERPRETATION

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

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

Numbers of family members

MEMBERS 1 2 3 4 >4

RESPONDENTS 150 150 100 50 50

DIAGRAMATICAL PRESENTATON

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NO. OF MEMBERS

1234>4

INTERPRETATION

30 percentages of respondents are single member.

30 percentages of respondents have two members in the family.

20 percentages of respondents have three members in the family.

10 percentages of respondents have four members or more than four

members in the family.

Place from where amul masti dahi is purchased

DIAGRAMATICAL PRESENTATION

PLACE GROSSERY

SHOP

SWEET

MARTS

DAIRY HOME

DELIVERY

RESPONDENTS 56 47 61 245

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PLACE

GROSSER SHOPSWEET MARTDAIRYHOME DELIVERY

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 250gm 400gm

RESPONDENTS 228 181

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QUANTITY

250gm400gm

INTERPRETATION

Out of four hundred nine sample size 180 consumers i.e. 44 % purchase cow

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

Brand preferred by the consumers

BRAND SANCHI AMUL MOTHER

DAIRY

NESTL

E

GOVIND OTHERS

RESPONDENTS 123 81 51 31 51 72


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BRAND PREFERANCE

SANCHIAMULMOTHER DAIRYNESTLEGOVINDOTHERS

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 of the amul masti dahi

QUALITY EXCELLENT VERY GOOD GOOD AVERAGE



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EXCELLENT VERY GOOD GOOD AVERAGE POOR

INTERPRETATION

Out of four hundred nine sample size 198 consumers i.e. 49 % says that

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 dahi


SATISFIED YES NO

RESPONDENTS 270 139

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YES NO

INTERPRETATION

Out of four hundred nine sample size 270 consumers i.e. 66 % are

satisfied with the 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 purchased

TIME MORNING EVENING

RESPONDENTS 297 112


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TIME

MORNINGEVENING

INTERPRETATION

Out of four hundred nine sample size 297 consumers i.e. 73 % purchase milk in

the morning and 112 consumers i.e. 27 % purchase milk in the evening.

Awareness level of amul masti dahi


AWARE YES NO

RESPONDENTS 351 58

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YES86%

NO14%

AWARENESS

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 PRICE QUALITY FAT PASTEURIZED OTHERS

RESPONDENTS 29 156 99 73 52

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PRICE7%

QUALITY38%

FAT24%

PASTEURZED18%

OTHERS13%

CRITERIA

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 YES NO

RESPONDENTS 145 264

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YES35%

NO65%

RESPONDENTS

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 consumers

USED YES NO

RESPONDENTS 151 258


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YES37%

NO63%

RESPONDENTS

INTERPRETATION

Out of four hundred nine sample size 151 consumers i.e. 37 % have used the

amul dahi and 258 consumers i.e. 63 % have not used the Amul dahi.

FINDINGS

From the research project carried out the trainee researcher made some

observations:

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 direct

consumption.

Dahi is the basic need of the Consumers that’s why majority of the

consumers purchase the dahi.

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Majority of the customer purchase dahi in the morning i.e. 73 % and 27

% of the customer purchase dahi in the evening.

Majority of the consumers purchase dahi on the basis of price, quality,

taste

Majority of the consumer’s 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 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 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 switch over the other brand and they are satisfied 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, which are

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 end

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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 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.

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Sex

sex Male Female

RESPONDENTS 258 232


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SEX

malefemale

INTERPRETATION

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

female who know about the ad.

Age group

Age group >15yrs 15-24yrs 25-45yrs 45-60yrs <60yrs

RESPONDENTS 150 150 100 50 50


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AGE GROUP

>15yrs15-24yrs25-44 yrs45-60 yrs<60 yrs

INTERPRETATION

Out of five hundred respondents 30% i.e. 150 are below 15 yrs. 30% i.e.

150 are under age group of 15-24 yrs, 20% i.e. 100 are under age group

of 25-44 yrs, 10% i.e. 50 are under age group of 45-60 yrs, 10% i.e. 50

are <60 yrs respondents.

OCCUPATIONS

OCCUPATION BUSINESS PROFESSONAL STUDENT HOUSE

WIVES

GOV. EMP.

RESPONDENTS 75 100 150 125 50


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OCCUPATION

BUSINESSPROFESSONALSTUDENTHOUSE WIVESGOV. 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.

RECALL YES NO

RESPONDENTS 275 225


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RECALL

YESNO

INTERPRETATION

275 respondents i.e. 55% can recall the ad. While 45% i.e. are 225 respondents

can’t recall the ad.

INCOME LEVEL

INCOME LEVEL >1 LAC 1-2 LAC 2-4 LAC <4 LAC WITHOUT INCOME.

RESPONDENTS 70 150 100 30 150


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INCOME LEVEL

<1 LAC1-2 LAC2-4 LAC>4 LACWITHOUT 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 INFORMATIC ENERGATIC COOL BORING



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FEELING

INFORMATICENERGATICCOOLBORING

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.

CONCLUSIONS

Amul is an embodiment of faith – faith in the ability of our farmers to break the

shackles of 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, our farmers demonstrated to the world, the key to successful

“Management of Development”. Diary cooperatives have provided the farmers,

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a steady source of income, enhancing their earning and enabling them to

improve their standard of living.

From the project it was concluded that consumers preference and buying

behavior for 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 direct

consumption.

Dahi is the basic need of the Consumers that’s why majority of the consumers

purchase the dahi.

Majority of the customer purchase dahi in the morning i.e. 73 % and 27 % of

the customer purchase dahi in the evening.

Majority of the consumers purchase dahi on the basis of price, quality, taste

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Majority of the consumer’s 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 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 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

switch over the other brand and they are satisfied with the brand.

There is a problem with the availability because in INDORE there are a less

number of distributors who are not able to cover the areas, which are 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 end

users for Amul milk.

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QUESTIONNAIRE:

GENERAL INFORMATION

Name of person:

Address:-

City _______________ Pin code: - _______________

Phone :- (0) _______________ Mobile: - ________________

CUSTOMER INFORMATION:-

1. Do you buy Amul masti dahi?

Yes No

2. How many Numbers of family members?

2 3

4 >4

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

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250 gm 400 gm

4. From where do you take the Amul masti dahi?

Grocery shop sweet marts Diary

Home Delivery

5. Which brand do you prefer?

Sanchi Mother dairy Nestle

Amul Govind Others

6. Which Quality of Amul masti dahi which you are consuming?

Excellent Very Good Good 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 Quality Fat

Pastured Others

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QUESTIONNAIRE:

GENERAL INFORMATION

Name of person:

Address:-

City _______________ Pin code: - _______________

Phone :- (0) _______________ Mobile: - ________________

1) SEX

Male Female

2) AGE GROUP

>15yrs 15-24yrs. 25-44yrs.

45-60yrs. < 60yrs.

3) OCCUPATION

Business professional House wife.

Student Gov. EMP.

4) Can you recall the ad?

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Yes No

5) INCOME LEVEL

> 1 Lac. 1-2 Lac. 2-4 Lac.

< 4 Lac. Without income.

REFERENCE

Www. Wikipedia.com

Amul’s official site.

PHILIP KOTLER (11th Edition)

Marketing Management

C.R. KOTHARI (2nd Edition)

Research Methodology

SUJA NAIRE

CONSUMER BEHAVIOUR

Documents

Servo Sip Amul