A

SUMMER PROJECT

PRESENTATION ON

“ A study on consumer behavior towards Amul products in

Sabarkantha district ”

SUBMITTED TO:-

Mr. P. K. PATEL

Adjunct Professor,

College of Agribusiness Management,

S. D. Agricultural University,

S. K. Nagar-385 506.

SUBMITTED BY:

CHAUDHARY BHAVINKUMAR B.

Reg. No.:- 08-00107-2013

College of Agribusiness Management,

S. D. Agricultural University,

S. K. Nagar-385 506.

ABM - 595

COLLEGE OF AGRIBUSINESS MANAGEMENT 1

OUTLINE

Introduction

Research methodology

Results and discussion

Finding and conclusion

References

2

INTRODUCTION ON CONSUMER BEHAVIOR

• According to Blackwell, Miniard and Engel,

Consumer behavior involves the activities people

undertake when obtaining, consuming, and disposing

of products and services.

• Consumer behavior is referred to as the study of

when, why, how, where and what people do or do not

buy products. It attempts to understand the buyer

decision making process, both individually or groups.

3

• The Oxford dictionary meaning of a Dairy is “a place for

processing distribution or selling its milk and milk product ’’ It

means that by using raw materials from cows or buffaloes

making pasteurized milk and other different dairy product as

butter, ghee, milk-powder, ice cream, Chocolates etc. and

selling them in local markets is a Dairy.

• Dairy Industry is a very important and the basic industry for

country like India. Nearly 70% of the people in India are based

on agriculture and most of them have cattle’s (cows and

buffaloes) in their houses.

• India represents one of the world’s largest and fastest growing

markets for milk and milk products.

INTRODUCTION ON DAIRY INDUSTRY

4(Source: Wikipedia, Amul, 2014 )

MILK PRODUCTION IN INDIA

5

Year Production(Million Tonnes)

2010-11 121.89

2011-12 127.90

2012-13 132.43

(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

MILK PRODUCTION IN GUJARAT

6

Year Production(Million Tonnes)

2010-11 9.32

2011-12 9.82

2012-13 10.32

(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

• Amul is an Indian dairy cooperative, based at Anand in the

state of Gujarat, India.

• The co-operative was initially referred to as Anand milk

federation union limited hence the name Amul.

• Formed in 1946, it is a brand managed by a cooperative body,

the Gujarat co-operative milk marketing federation ltd.

(GCMMF), which today is jointly owned by 3 million milk

producers in Gujarat

• Amul spurred India's white revolution, which made the

country the world's largest producer of milk and milk products.

In the process Amul became the largest food brand in India

and has ventured into markets overseas.

INTRODUCTION ON AMUL

7

• GCMMF (AMUL) has the largest distribution network for any

FMCG company. It has nearly 50 sales offices spread all over

the country, more than 5,000 wholesale dealers and more than

7,00,000 retailers.

• Amul became the world's largest vegetarian cheese and the

largest pouched-milk brand.

• AMUL is also the largest exporter of dairy products in the

country. AMUL is available today in over 40 countries of the

world.

• In September 2007, Amul emerged as the leading Indian brand

according to a survey by Synovate to find out Asia's top 1000

Brands.

(Source: Amul dairy, Anand, 2014)

Conti…

8

Company profile

About Sabarkantha district co-operative milk producers’ union ltd.

DATE OF ESTABLISHMENT 27th November, 1964.

REGISTERED OFFICE Sabarkantha District Co-Operative Milk Producers’ Union

Ltd.

Sub Post: - Boria

Himatnagar, Gujarat

Phone No. 02772-226051 to 02772-226060

Fax No. 02772-226130

BRAND NAME AMUL

FORM OF ORGANISATION Cooperative society

SIZE OF THE UNIT Large scale unit

BANKERS The Sabarkantha district co-operative bank ltd.

State bank of India

Axis Bank

Dena bank

Dena Garmin bank

H.D.F.C bank

Bank of Baroda

AUDITORS Special auditor,

Milk audit office, Himatnagar. 9

1 To find out the consumer satisfaction of Amul Products.

2To find out the factors influencing the consumption of milk by consumers of milk.

3 To find out awareness level of people towards Amul products.

To find out advertisement effectiveness and developing the marketing field.

4

PROJECT TITLE AND OBJECTIVE OF THE STUDY

Title: A study on consumer behavior towards Amul products in

Sabarkantha district

10

RESEARCH METHODOLOGY

3.1 Description of the study area

3.2 Nature and source of data

3.3 Sampling design

3.4 Analytical techniques

11

• Sabarkantha district.

• The administrative headquarters is Himmatnagar.

• The district includes 7 taluka Himmatnagar, Idar,

Prantij, Talod, Khedbrahma, Vadali and Vijaynagar.

• The economy of the district is heavily dependent on

dairy farming and agriculture.

• There are 42 present medium and large scale industries

in Sabarkantha district.

• Sabar dairy in Sabarkantha district manufactures and

distributes different types of milk products.

3.1 DESCRIPTION OF THE STUDY AREA

12

Sr. No. Particulars Number

1 Total No. of taluka 07

2

Total population in number (2011 census)

Rural population 20,64,869

Urban population 3,63,720

Male 12,44,231

Female 11,84,358

Actual Population 24,28,528

3

Percentage of literacy (2011 census)

Male 88.375

Female 69.98

Average Literacy 79.18 %

4 Area 7390 sq. km

SOCIO-ECONOMIC PROFILE OF SABARKANTHA DISTRICT DURING 2011

(Source: Census, 2011)13

3.2 Nature and sources of data

3.2.1 Primary data

• The primary data were collected from the respondents through a

pre-structured questionnaire, interview and discussion with

consumers.

3.2.2 Secondary data

• The secondary data is competed through publish report, internet,

department of dairy and co-operative societies, website and

other related departments.

14

• A random sampling was adopted as

appropriate sampling procedure for the study.

• Sabarkantha district was selected purposely

for the study.

3.3 Sampling design

15

• In study was choose the Sabarkantha district because

of Sabar dairy is having his highest market shares in

Sabarkantha district.

3.3.1 Selection of the districts

The Sales Turnover of Sabar Dairy Union

Year Turnover Rs (Crores)

2010-11 1386.27

2011-12 1746.00

2012-13 2083.73

16(Source: Sabardairy.org, turnover, 2014)

In the second stage, it was proposed to select from

Sabarkantha district, there were three talukas. Himatnagar,

Idar, and Khedbrahma talukas were Randomly selected in

the study.

3.3.2 Selection of the taluka

17

3.3.3 Sample size

• The sample size taken was 120 varied for three cities

consumers.

So, Himmatnagr talukas 60 consumers’ survey was taken

because the higher area in population compared to Khedbrahma

and Idar talukas. and Khedbrahma and Idar talukas as per 30

consumer’s survey were taken.

Districts Talukas Sample size

Sabarkantha

Himmatnagr 60

Idar 30

Khedbrahma 30

Total 120

18

3.4 Sampling Techniques

• In order to achieve the objectives of the present study,

the sampling techniques adopted as simple random

sampling. Total 120 consumers were selected.

• The data collected from the primary and the

secondary sources were analyzed. The data were

subjected to statistical analysis through the tabular

and graphing techniques.

19

20

Age

80.38%

15.83%

3.34%

0

10

20

30

40

50

60

70

80

90

Young (15-35 Years) Middle (36-50 Years) Old (above 50 Years)

% OF RESPONDED

21

Education

Illiterate1%

Primary level(1 to 7 Standard)

9%

Secondary level(8 to 10 Standard)

18%

Higher secondary(11 to 12 Standard)

21%

Graduate44%

Post Graduate7%

% OF RESPONDED

22

Annual Income

0

10

20

30

40

50

60

Up To 1 Lakh 1.1 To 4 Lakhs 4.1 To 8 Lakhs 8.1 To 12 Lakhs 12 and above

57.50 %

30.84 %

10.83 %

0.83 %0 %

% OF RESPONDED

23

Awareness by Amul products

0

20

40

60

80

100

yes no

100%

0%

% OF RESPONDED24

Factor which affect most

0

10

20

30

40

50

60

Quality Brand image Price Easy availability Others Ideas

52.5

30.83

4.17

10

2.5

25

Satisfied with the quality of Amul products

26

98%

2%

YES NO

Opinion towards Amul Products

27

0

10

20

30

40

50

60

Excellent Good Average Poor Very Poor

55.83

35

9.17

0 0

The main reason for increase the sale of the “Amul product”.

05

101520253035404550

21.672.5

45.83

28.33

1.67

28

Complaints in Amul products

29

5%

95%

Yes

No

Frequently by buy Amul products

30

Daily

53%

For Night

21%

Weekly

20%

Monthly

2%

Other

4%

Products of Amul in using by most

31

42.5

25

16.67

53.33

1.67 0.833.33

0.83 0.83 0 00

5

10

15

20

25

30

35

40

45

FINDINGS and conclusion

32

FINDINGS

• As per the demand of product retailer some time not

provided to consumer because lack of availability of

product. Like. Ice cram, shrikhand and Lassi.

• (97%) respondent consumers to satisfy with the

supply of Amul products.

• (41.67%) of the respondent very highly satisfied with

test.

• In (10.83%) of the respondent low satisfied with price

then his asking that very high price in Amul products.

33

Conti…

• The (52.05%) of respondents buying AMUL milk

products because its good quality and (30.83%) of

respondents use for its brand name. Brand loyalty plays

an important role for purchasing the product.

• (55.83%) of the respondents rated that Amul products

were excellent.

• (0.83%) consumers were not aware in about Amul

cheese so they not consume.

• (100%) consumers were not using in Amul khoa

(mavo) because they were not aware in Amul khoa.

34

SUGGESTIONS

• If company require Amul improving products awareness in

Sabarkantha district. Like khoa.

• Increase advertisement in Sabarkantha district, through tv.

Advertisement, local newspaper so every Amul consumer

awareness about the new product and known about product

features.

• It is necessary to take proper care of new products marketing in

every area and give prescribed information to every retailer

those sell Amul products.

• Provide enough stock to retailer as per their demand so they

easily completing consumer demand.

35

Conti….

• Most of the respondent not uses cheese, Amul masti dahi and

Amul lassi. Suggest that improve product awareness in

customer’s mind by advertisement.

• Improve a service of product and most of the respondent said

that packing of food was not good, it’s required more attractive

packing.

36

CONCLUSION

• Consumers were interested for quality or customer oriented

product rather than having the brand image. Ice-cream,

shrikhand, milk, Kool, lassi etc. Are consumed mostly because

its quality good and dairy product. Amul was the market leader

and local ice-cream vendors acquire the second position in

terms market share. So try to increase the advertisement and

lack of availibity in the rural area is the main weakness for the

company.

• The brand awareness for Amul new products were very less in

Khedbrahma compared to Himmatnagar taluka. It is weakness

for the company. In today time quality, price, availability is the

major factors considered for the customer while buying a

particular brand.

37

• Sabar Dairy2014. [Online] Available at:

http://www.sabardairy.org/. [Accessed 26 July 2014].

• Amul Dairy2014. [Online] Available at:

http://www.amuldairy.org/. [Accessed 26 July 2014].

• Milk Production by States - National Dairy Development

Board . 2014. [Online] Available

at: http://www.nddb.coop/English/Statistics/Pages/Milk-

Production-States.aspx. [Accessed 27 July 2014].

• Sabarkantha District Population Census 2011, Gujarat literacy

sex ratio and density. 2014.[Online] Available

at:http://www.census2011.co.in/census/district/186

sabarkantha.html. [Accessed 26 July 2014].

REFERENCES

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