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A
Project Report
On
Consumer Satisfaction towards Amul Milk and Milk Products
At Udaipur city
Submitted in Partial fulfillment for the
Award of degree of
Master of Business administration
Submitted By Guided By
Vijay Paliwal Dr. Harshita Shrimali
IVth Sem. (Associate Professor)
2007-2009
1
Pacific Institute of Management, Udaipur
(Affiliated to Rajasthan Technical University, Kota)
Preface
The Research project on Amul Milk and Milk Products at Udaipur city has
been accomplished for the fulfillment of my 4th semester of M.B.A. course
at Pacific Institute of Management, Udaipur.
The subject undertaken during this Research is mainly related with
management subjects. The company at which the Research is undertaken is
engaged in Dairy Industry development since 1946. The exposure through
this research project has helped me to understand more on the subject.
It has reduced the gap between the classroom learning experiences and its
application in the field and their experience, largely.
Acknowledgement
2
I express my sincere thanks to my project guide, Dr. Harshita Shrimali, Associate
Professor, Strategy and marketing, for guiding me right form the inception till the
successful completion of the project. I sincerely acknowledge her for extending her
valuable guidance, support for literature, critical reviews of project and the report and
above all the moral support she had provided to me with all stages of this project.
I would also like to thank the staff of Pacific Institute of Management, for their help and
cooperation throughout the project.
Vijay Paliwal
3
Executive Summary
As a part of my M.B.A. Curriculum I completed my Research project on “Consumer satisfaction
Towards Amul Milk and Milk Products at Udaipur City”
Firstly I obtained Knowledge Regarding the Amul milk and their products, market share
segmentation in dairy industry and the competitors.
In first phase of my studies I had gone through a detailed understanding of dairy industries in
India and it scope. From these studies I have learned more about different type of companies
and type of products
As there are different types of companies and brand present, I want to know that how customer
prefers a particular brand of dairy products in Udaipur City. Amul is one of major brand of dairy
products in Udaipur city. So I have taken Amul as a brand to study the preference and the
major factor that have make amul as a strong brand in Udaipur. I want to know about the level
of satisfaction derived by the customer from various amul products so objectives of my studies
To Identify the factors responsible to purchase products, To know the quality perception
of the respondent To know the consumer awareness about products chapter that is sixth
consists of the Bibliography & References.
All the topics have been covered in a very systematic way. The language has been kept simple
so that even a layman could understand. All the data’s have been well analyzed with the help of
charts and graphs.
4
Contents
S.no. Chapter Page No.
1
2
3
4
5
6
7
8
Overview of the Industry
Profile of companies
Need of the study consumer behavior
Research Methodology
Data Analysis & Interpretation
Findings
Conclusion
Recommendations
Appendix
7
12
40
44
51
72
73
74
75
5
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 liters 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.
7
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 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 tones
1996 – 70.8 million tones
1997 – 74.3 million tones
(Projected) 2020 – 240 million tones
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 (MTs)
Country 2003-04 2004-05
India 89 93.0
Brazil 75 77
USA 71 75
Russia 34 36
Germany 27 27
France 24 25
Ukraine 15 16
8
Research and Development in Dairy Industry
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.
Development of Food Processing Industry
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.
Products and Industry Status
Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-
Creams, Milk powders, Melted milk food, Infant food, condensed milk etc. some milk
9
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.
Investment Potential in Milk Products
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 125.69ml.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.
Production of Milk in India
The facts and figures here shown are calculated on the basis of percentage Increases
pear year.
Year Production (MTs)
1999-00 78.0
2000-01 81.51
2001-02 85.17
2002-03 86.5
2003-04 89.1
2004-05 93.0
2005-06 97.65
10
The development of India's milk industry has many lessons for multinational
corporations. The transformation began around 1946, when the Khira District Milk
Cooperative, located in the state of Gujarat, set up its own processing plant under the
leadership of Varghese Kurien and created the brand Amul, today one of the most
recognized in the country
Unlike the large industrial dairy farms of the West, in India, milk originates in many small
villages. Villagers may own only two to three buffaloes or cows each and bring their milk
twice a day to the village collection center. They are paid every day for the milk they
deliver, based on fat content and volume. Refrigerated vans transport the milk to central
processing plants, where it is pasteurized. Railroad cars then transport the milk to major
urban centers.
The entire value chain is carefully managed, from the village-based milk production to
the world-scale processing facilities. The Khira District cooperative provides such
services to the farmers as veterinary care and cattle feed. The cooperative also
manages the distribution of pasteurized milk, milk powder, butter, cheese, baby food,
and other products. The uniqueness of the Amul cooperative is its blending of
decentralized origination with the efficiencies of a modern processing and distribution
infrastructure. As a result, previously marginal village farmers are earning steady
incomes and being transformed into active market participants.
Twenty years ago, milk was in short supply in India. Today, India is the world's largest
producer of milk. According to India's National Dairy Development Board, the country's
dairy cooperative network now claims 10.7 million individual farmer member owners,
covers 96,000 village-level societies, includes 170 milk-producer unions, and operates
in more than 285 districts. Milk production has increased 4.7 percent per year since
1974. The per capita availability of milk in India has grown from 107 grams to 213
grams per day in 20 years.
11
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 1000tones a
year in 1966 to over 25,000tones 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.
12
The Taste of India
AMUL stands for,
A = Anand
M = Milk
U = Union
L = Limited
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.
,
13
First hand is of farmers, without whom the organization would not have existed.
Second hand is of processors, who process the row material (milk) into finished
goods.
Third hand is of marketer, without whom the product would have not reached the
customers.
Fourth hand is of customers, without whom the products would have not carried
on.
Major Products of Amul
Amul Butter Amul Litem Low fat, low Cholesterol Bread
Delicious Table Margarine Amul Cool Botteled Milk
14
Brief History of amul
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.
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 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.
17
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.
Amul The origion
In the early 40’s, the main sources of earning for the farmers of Kaira district
were farming and selling of milk. That time there was high demand for milk in Bombay.
The main supplier of the milk was Polson dairy limited, which was a privately owned
company and held monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates’ farmers by the private traders.
The traders used to beside the prices of milk and the farmers were forced to accept it
without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabh bhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar
Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help.
Shri Desai held a meeting at Samarkha village near Anand, on 4 th January 1946. He
advised the farmers to form a society for collection of the milk.
18
These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect the milk
from such village co-operative societies and to sell them. It was also resolved that the
Government should be asked to buy milk from the union.
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 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.
19
Amul has demonstrated that farmers’ cooperatives can employ professionals, make use
of modern technology, and harness market forces to serve their ends without disturbing
the agro-system. To be a small producer is no more a disadvantage. In co-operative
dairying there is a greater chance of rural development leading to the empowerment of
the poor and the lowly.
Education: - The Union maintains a constant link with rural producers specially women.
The Union published a newsletter twice a month which carries write- ups in simple
Gujarati on animal husbandry, quality control of milk and the co-operative movement.
The Union continually guides and supervises the societies so that they remain efficient,
viable and strong.
Welfare Activities: -Two scholarships are given every year to outstanding children of
members or the union staff for professional courses. Under the Group Garmin
Personal Accident Policy the member and spouse are insured by the Union.
The union operates a continuous Co-operative Development programmed to upgrade
the knowledge of the members management committee, members of the village
cooperatives and its staff members. Regular ‘Gram Sabhas’ are organized in villages
where the main as well as satellite villages participate.
Women participation is encouraged. The Union has also developed an Internal
Consultant Group which educates the members, the management committee members
and the staff at the village co-operatives in modern systems of operating rural business,
maintenance of hygiene at all levels. Likewise they also established a “Sabhasad
Kalyan Fund” to meet the emergent needs of the community especially at the time of
natural calamities.
A Larger Responsibility :- The Kaira District Co-operative Milk Producers Union is the
pioneer. And it succeeded. It came to be regarded as a model. With this recognition
came larger responsibilities.
20
When milk producers in other districts of Gujarat started their co-operatives, they
turned to Kaira Union for help and guidance. They drew on Anand experience in project
planning and execution.
The Ahmadabad Municipal Dairy (which has been taken over by the Gujarat Dairy
Development Corporation), the Gujarat Government’s Rajkot Dairy (which is now being
managed by the District Co-operative Union) and dairies of the Mehsana District Co-
operative Milk Producers’ Union Limited, Baroda district Co-operative Milk Producers’
Union Limited were among the projects executed with Kaira Union’s technical help. The
Kaira Union also started a training programme for dairy and animal husbandry
personnel.
The National Dairy Development Board (NDDB) was thus set up at Anand in 1965.
NDDB drew up the programme ‘Operation Flood’ to replicate Anand Pattern in various
milk sheds of the country. Implementation of the programme started in 1970-71. Heavy
reliance was placed on the expertise of the Kaira Union. In each area NDDB deployed
a spearhead team consisting of specialists who
were fully conversant with the Anand Pattern. The liaison between the NDDB
spearhead teams and the workers of the project area invariably started with a training
programme at Amul
The creation of more ‘Anands’ was recommended under World Bank projects in
Karnataka, Madhya Pradesh and Rajasthan also. In these projects as well, Kaira Union
served as a “live laboratory” and NDDB as the ‘multiplier’.
The Anand Pattern of co-operative dairying is now being replicated in all the States and
Union Territories of India. By March 31, 1999, there were 81,668 Village dairy co-
operatives established in 170 milk sheds, with a total membership Of 10.21 million
farmers. Similar co-operatives are being established for oilseed cultivators, fruit and
Vegetable farmers and for small-scale salt makers and tree growers.
21
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.
Plant’s of Amul
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
powder, flavored milk and buttermilk.
22
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul
Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattle feed.
23
The Start of a Revolution
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 whatvled 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.
Operation flood
The strategy for organized dairy development in India was actually conceived in the late
1960s, within a few years after the National Dairy Development Board (NDDB) was
founded in 1965. It rested on the Operation Flood programme, which was conceived by
the NDDB and endorsed by the government.
25
Operation Flood is a unique approach to dairy development. During the 1970s, dairy
commodity surpluses were building up in Europe, and Dr Verghese Kurien, the founding
chairman of NDDB, saw in those surpluses both a threat and an opportunity. The threat
was massive exports of low-cost dairy products to India, which, had it occurred, would
have tolled the death-knell for India's staggering dairy industry. The large quantities that
India was already importing had eroded domestic markets to the point where dairying
was not viable. The opportunity, on the other hand, was built into the Operation Flood
strategy. Designed basically as a marketing project, Operation Flood recognized the
potential of the European surpluses as an investment in the modernization of India's
dairy industry. With the assistance of the World Food Programme, food aid - in the form
of milk powder and butter oil - was obtained from the countries of the European
Economic Community (EEC) to finance the programme. It was the first time in the
history of economic development that food aid was seen as an important investment
resource. Use of food aid in this way is anti-inflationary, it provides a buffer stock to
stabilize market fluctuations and it can be used to prime the pump of markets that will
later be supplied by domestic production. The overriding objective of all aid is, or rather
should be, the elimination of the need for aid. The use of food aid as an investment is
the most effective way of achieving this objective
. Operation Flood is a programme designed to develop dairying by replicating the Anand
Model for dairy development, which has stood the test of time for almost half a century.
The first phase of Operation Flood was launched in 1970 following an agreement with
the World Food Programmed, which undertook to provide as aid 126000 tones of skim
milk powder and 42000 tones of butter oil to finance the program me.
The programme involved organizing dairy cooperatives at the village level; creating the
physical and institutional infrastructure for milk procurement, processing, marketing and
production enhancement services at the union level; and establishing dairies in India's
major metropolitan centres. The main thrust was to set up dairy cooperatives in India's
best milksheds, linking them with the four main cities of Bombay, Calcutta, Delhi and
26
Madras, in which a commanding share of the milk market was to be captured. In
achieving that goal, the first phase of Operation Flood laid the foundation for India's
modern dairy industry, an industry that would ultimately meet the country's need for milk
and milk products.
The second phase of the programme was implemented between 1981 and 1985.
Designed to build on the foundation laid in the first phase, it integrated the Indian Dairy
Association-assisted dairy development projects being implemented in some Indian
states into the overall programme About US$150 million was provided by the World
Bank, with the balance of project financing obtained in the form of commodity
assistance from the EEC.
The current, third phase of Operation Flood aims at ensuring that the cooperative
institutions become self-sustaining. With an investment of US$360 million from the
World Bank, commodity and cash assistance from the EEC and NDDB's own internal
resources, the programme envisages substantial expansion of the dairy processing and
marketing facilities; an extended milk procurement infrastructure; increased outreach of
production enhancement activities; and professionalization of management in the dairy
institutions.
Operation Flood, which was perhaps, world’s largest development programme, was
based on the rich experience gained from the Amul model, also popularly known as
‘Anand Pattern’. ‘Anand Pattern’ is an innovative three-tier organisation structure
combines the productive genius of farmers with professional management and modern
technology. The facilities at all levels are entirely farmer-owned. The cooperatives are
able to build markets, supply inputs and create value-added processing. Prompt and
remunerative payment for produce of good quality has ensured the best incentive for
the farmer to increase production and quality The three-tier “Anand Pattern’ structure
consists of a Cooperative Society at village level affiliated to a Milk Union at District
level and they are further federated into a Milk Federation at State level. The above
three-tier structure was formed in order to delegate responsibilities at various levels
27
such that there is no internal competition and economics of scale is achieved The
Village Cooperative is the primary society under the three-tier structure. It has
membership of milk producers of the village (approximately 200 member milk producers
per village) and is governed by an elected Management Committee consisting of 9 to 12
elected representatives of the milk producers. The main function of this cooperative
society is to collect surplus milk from the milk producers of the village and make
payment based on quality and quantity. It also provide support services to the members
like Veterinary First Aid, Artificial Insemination Services, Cattle-feed sales, mineral
mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry
and Dairying, etc.
The district-level Milk Union is the second tier under the three-tier structure. It has
membership of Village Societies of the District and is governed by a Board of Directors
consisting of 9 to 18 elected representatives of the Village Societies. The main function
of the Milk Union is to process milk into various milk and milk products as per the
market requirement. The Union procures milk from the Village Societies of the District
and arranges for the transportation of raw milk from the villages to the Milk Union. It also
provides input services to the producers and other support to the village level societies.
The State-level Federation is the apex tier under the three-tier structure. It has
membership of Milk Unions of the State and is governed by a Board of Directors
consisting of one elected representative of each Milk Union. The main function of the
Federation is to market the milk and milk products, manufactured by Milk Unions. The
Federation establishes distribution network for marketing of milk and milk products and
maintains the supply chair network. It also provides support services to the Milk Unions
and members like Technical Inputs, Management support and Advisory services As a
direct consequence of ‘Operation Flood’ and the Amul model, India is now the leading
milk producer in the world, with a milk production of 91 million MTs/ annum. The
cooperative structure now touches the lives of 11 million farmer households across
India. In Gujarat itself, 2.4 million farmer households form a part of the large Amul
28
family. Dairying has now become an attractive source of livelihood; bring prosperity and
economic development to rural India.
AMUL’S Secret of success
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 system.
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
29
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 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.
Ownership Pattern of AMUL
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. 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.
Information about competitors
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
30
segment which account for 30-40% of sales and about 1000 units in the unorganized
segment of the market. They have also competitor in the market. They felt very tuff
competition in our country and outing countries.
Enter into Retailing
Amul "Utterly Delicious" Parlours
Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours
created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and
Surat. Amul has plans to create a large chain of such outlets to be managed by
franchisees throughout the country. We have created Amul parlors at some prominent
locations in the country, which are run by the company or its wholesale dealers.
31
Amul Utterly Delicious" parlors are an excellent business opportunity for investors,
shopkeepers and organizations. In order to come closer to the customer, Company
have decided to create a model for retail outlets, which would be known as "Amul
Preferred Outlets"(APO)
Criteria for selecting APO
1. The criteria for selection of APOs would be -
a. Visibility - How prominent is the location of your shop?
b. Shop area: 100 - 300 sq. ft.
c. Good Business potential
d. Exclusive Amul outlet - no other products
e. Willingness to sell the entire range of Amul Products
f. Creditworthiness and past business experience.
On inquiry - our Field force would visit your site. He/She would fill the APO proposal
form with your passport size photograph. You would require:
i. Shops and Establishment license
ii. Layout of the shop and frontage - The layout of the shop designed by a
local architect/local contractor.
iii. 2 Passport size photographs
32
Renovation Work of the Shop to give it a standard look - would be done to meet the
design and specifications at your cost. The cost of renovation of a typical shop would
normally be between Rs. 60,000 to Rs. 1 lack.
1. Branding- The APOs would be branded as "Amul Utterly Delicious". The cost of
the signage fabrication and installation would be borne by GCMMF office
operating in your region.
2. Equipment- You would require the following equipment:
a. 1or 2 deep freezers can be purchased through Hamara Apna Deep
Freezer Scheme
b. 1 Refrigerator through Hamara Apna Refrigerator Scheme
c. 1 pizza oven
d. 1 Chest Milk Cooler for Pouch Milk.
e.
3. Security Deposit- You would be required to furnish an interest free refundable
security deposit of Rs. 25,000 to us. An amount of Rs. 5000/- would be deducted
towards refurbishing the signage, in the event of closure of APO before 3-year of
operation.
4. Supplies- The delivery of products would be done through our wholesale dealers
5. We feel that the shop has good potential, and needs support in the initial days,
we can offer additional margins up to maximum of 1% on dairy products and 2%
on Ice cream. The additional margin shall be target based and shall be given in
kind. The support at best would be given only for he first year of business.
33
Achievements \ awards
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.
“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.
34
Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP
Certificate and effects are got to obtain ISO 14000.
Five stages of customer Bonding
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.
AWARENESS
The art of earning customer "share-of-mind" involves creating an impression of
personal identification with the 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.
35
IDENTITY
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.
RELATIONSHIP
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.
COMMUNITY
36
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.
ADVOCACY
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. company; word-of-mouth
advertising flourishes. 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.
Consumer Behaviour
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.
Consumer Research
37
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.
Consumer Satisfaction
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 orservices 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 & arewilling 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
38
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.
Concept & Need for Studying Consumer Behavior
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.
Who buys products or services?
How do they buy products or services?
Where do they buy them?
How often they buy them?
Why do they buy them?
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.
39
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.
Customer Expectation
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 opportunity against these. The most
probable factors which influence consumer’s behaviors are:
Market size
Rate of growth of the market
Stability or demand
The due importance attached to price by the consumers before making a
purchase decision.
Consumer emphasis & the due importance given to the quality aspect.
The consumers desire for product innovation.
The level of competition (inclusive of both existing & potential
competitors)
40
The firm’s competitive strengths in terms of price & product.
Expectations at the general level like are quality, durability,
reliability, style, etc.
Feedback
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.
Brands:
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.
Brand Loyalty:
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
41
consumer is willing, st least on occasion, to put aside their own desires in the interest of
the brand.
Customer Focus:
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. History attested to many products that were
commercial failure in spite of being technological breakthroughs.
Customer Loyalty:
“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”.
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OBJECTIVES
1) To identify the factors responsible to purchase products.
2) To know the quality perception of the respondents
3) To know the consumer awareness about products.
Research Methodology
Research design - Exploratory
Sample Size - 80
Data Collection Method – Survey
Research Instrument - Questionnaire
Types of Questions - Close And Open ended44
Area Covered - Udaipur.
Data Collections
Primary Data
Primary data are collected from questionnaire
Secondary Data
Research Methodology
The objective of present study can be accomplished by conducting a systematic market
research. Market research is the systematic design ,collection, analysis and reporting
of data and finding that are relevant ton different marketing situation facing the company
the marketing research process that will be adopted in the present study will consist of
following stages.
What is research?
Research is a common parlance which refers to search for knowledge . One can define
research as a scientific ans systematic search for per pertinent. Research is of great
importance to find out the nature extent and cause of the research issue under study.
Research methodology is the process in which various steps that are generally adopted
by a research are out lined.
RESEARCH PROCESS
Setting of Objective
45
Setting the area under the study
Design the method of data
Defining the sample size
Collection of data
Interpretation and analysis of collection data
Deduction and conclusion
Preparation research design
A research design is the arrangement of the condition for collection and analysis of
data. Actually it is blue print of research project.
The research design as follows:
Exploratory Research
Exploratory Research is the study which is also termed as formularize research
studies. The main purpose of study is that of formulating a problem for more precise
investigation or of developing the working hypothesis from an operational point of
view.
The factor of Exploratory Research is as follows:
1. Search of Primary and Secondary data
2. Survey of Respondents selected
Conclusive Research
While doing conclusion oriented research a researcher is free to pick up a problem
redesign the enquiry as he proceed and is prepared to conceptualize as he wishes .
46
The conclusive research is:
1. Survey method
2. Questionnaire method
Descriptive research:
Descriptive research includes surveys and fact findings enquiries of different kinds. The
major purpose of Descriptive research is description of the state of affairs as it exists at
present.
Data sources
PRIMARY DATA – The primary data are those, which are collected for the first time
hence they are fresh and thus happens to be original in character. Primary data pertain
to demographic and socioeconomic characteristics of the consumer, attitudes and
opinion of the respondent, their awareness and knowledge and other similar aspect
SOURCES OF PRIMARY DATA COLLECTION
Observation
Interviews
Opinions
The primary data for the present research work was obtained through the
observation
SECONDARY DATA - It includes those data, which were collected for some earlier
research work and are applicable in the study the researcher has presently undertaken. The
data collected from the websites and books was good enough to be included in the study
analyzed and concluded.
47
SOURCES OF SECONDARY DATA COLLECTION
Internet.
Company Website.
Other Websites
Books
Journals
Newspaper
Market Segmentation
The Market Segmentation was done keeping in mind that what types of customer were
available in the market. These segments are namely:
Business Class
Service Class
Business Class
All the people who are running their own business example owner of marble unit,
Departmental store, Architecture and Agriculture business etc. were approached.
Service Class
All the people who are employed either by the central or state govt. of India or private
sectors example employees who are working in P.W.D. MTNL, Educational department,
students and professionals.
Sample Design:
Sample Design refers to the technique as the procedure that a researcher would adopt
in selective item for the sample
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Target population
The universe for the research is Udaipur city.
Sample size:
The size of the sample is an important element in the research process as it has a direct
effect on the result of the research. As a size of sample increases, accuracy and
reliability of the research result also increases.
Data Analysis
And
Interpretation
49
Data Analysis and Interpretation
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.
Gender:
Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male
and female. Gender classification is required to marketer because different gender
exhibit different perception towards products. In classification of gender the following
number is used to know their perception.
Customer Based On
Gender
Male 42
50
Female 38
Interpretation:
60% of the respondents are male and 40% of the respondents are female. From the
above table we can conclude that, the majority of the respondents were belongs to male
group.
Occupation:
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
51
are purchased by various occupants. The following occupants of the respondents are
classifies for the data collection.
Analysis of Occupation of Respondents
Respondent Self
employed
professionals House
wife
Students Total
Male 18 12 - 12 42
Female 8 6 15 9 38
Total 26 18 15 21 80
Interpretation:
32.5% Respondents are self employed,22.5% are professionals,19% are house wife’s
and 26% are students.
52
Figure 2 - Represent occupation of the Respondents
Purchase Factor:
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 impact of these factors which influence to the
consumers to buy of Amul Milk and Milk products.
Analysis of Factors to buy Amul Products
Respondents
Factors
Quality
Male
20
female
16
Total
3653
Price
Easy
Available
15
7
14
8
29
15
Total 42 38 80
Interpretation:
. On the basis of gender: Regarding quality, 42 male respondents out of 20
respondents prefer quality. Out of 38 female respondents 16 prefer quality.
Quality ranks 1st in sample. Regarding price, out of 42 male respondents out of 15 male
prefer these products to its prices. Out of 38 female respondents 14 prefer to its prices.
Regarding its location, 42 female respondents out of 7 male respondents prefer to its
easy availability and 38 female respondents out of 8 female prefer to its easy
availability.
54
Figure 3 – Represent the buying factors of amul products.
Quality:
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.
55
Opinion of Respondents Regarding Quality
Respondents
Criteria
Freshness
Taste
Thickness
Male
21
12
9
Female
14
16
8
Total
35
28
17
Total 42 38 80
Interpretation:
On the basis of gender: Regarding freshness, 42 male respondents out of 21
respondents says these products have freshness. Out of 38 female respondents 14
says these products have freshness.
Freshness ranks 1st in sample. Regarding taste, out of 42 male respondents out of 12
male prefer these products to its taste. Out of 38 female respondents 14 prefer to its
taste. Regarding its location, 42 female respondents out of 9 male respondents prefer to
its thickness and 38 female respondents out of 8 female prefer to its thickness.
56
Figure 4 – Represent the criteria regarding quality.
Information:
Information of products should be reached to the customer ,for this companies use
various options and customer also try to get knowledge from various sources.
57
Information About Amul Products
Interpretation:
As per data, 25% respondents get the information from friends/ family, 18% from Direct
mailers, 35% from T.V. Ads and 22% respondents get information from press ads.
58
Source Male Female Total
Friend/Family
Direct Mailers
T.V. Ads
Press Ads
12
8
12
10
8
6
16
8
20
14
28
18
Total 42 38 80
Figure 5 – Represent information about products
Price:
Price is an important factor because when customers go for purchasing products they
prefer those products that are qualitative and economic than compititors products.
59
Price of Amul Products Compare to Copmpititors Products
Interpretation:
As per data here 24% respondents says that price of amul products are high than
competitors products, 32.5% says prices are average, 27.5% says prices are same, and
16% says prices are less than competitors products.
60
Price Male Female Total
High
Average
Same
Less
8
14
12
8
11
12
10
5
19
26
22
13
Total 42 38 80
Figure 6 – Represent prices as compare to other compititors products
Purchase duration:
Repeat purchase will help to know the 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
61
Purchase Duration of Amul Products
Interpretation:
As per the data gathered from 80 respondents, 42 male respondents out of 10 male
respondents buy Amul products daily.38 female respondents out of 15 female
respondents buy daily. 17 male respondents and 11 female respondents buy weekly.
8 male respondents and 7 female respondents buy occasionally.
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Duration
Male Female Total
Daily
Weekly
Monthly
Occasionaly
10
17
7
8
15
11
5
7
25
28
12
15
Total 42 38 80
Figure 7 – Represent purchase duration of buyers.
Purchasing place:
Purchase place is also important factor to know where users choose their purchase
point. This helps to marketer to design various promotion and Distribution programme.
The data is collected to know the various purchase place and availability.
63
Avalability of Amul Products At Dealor Shop
Interpretation:
84% of the respondents said that they are getting AMUL Milk & Milk products easily.
16% of the respondents disagree with the easy available of AMUL Milk & Milk products.
From the above table we can conclude that majority of the respondents getting the
AMUL Milk & Milk products easily from the dealers or retailers.
figure 8 – Represent dealors availibility
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Easy
Available
Male Female Total
Yes
No
37
5
30
8
67
13
Total 42 38 80
Value for money:
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 paid for money by Respondents
Interpretation:
70% of the respondents feel that they get the value for money they paid. 30% of the
respondents feel that they are not getting the value for money what they paid.
From the above table we can conclude that majority of the respondents are agreed that
they are getting the value for money they paid.
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Response
Male Female Total
Yes
No
31
11
25
13
56
24
Total 42 38 80
Figure 9 – Represent value for money paid.
Promotional Activity:
Promotional activities are done by many companies because when they come with new
products in the market or they want to go in new target market, they do promotional
activities for captuering target market. Many customer buy products after watching
these activities. Due to this activities companies can directly contact with their potential
customer.
66
Affect Promotional Activity for Purchasing
Interpretation:
As per data gathered from 80 respondents, 52% respondents says that their
purchasing affect from promotional activities, and 48% says that promotional activities
does not affect their purchase.
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Affect Male Female Total
Yes
No
18
24
23
15
41
39
Total 42 38 80
Figure 10 – represent the effect of promotional activity
Opinion Towards Products:
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.
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Rating of Amul Products
Interpretation:
26% of the respondents rated that AMUL Milk & Milk products are
Excellent. 44% of the respondents rated as good, 20% of the respondents rated as
Average Quality. 10% of the respondents rated that AMUL Milk & Milk products are
Poor.
From the above table we can conclude that majority of the respondents
rated AMUL Milk & Milk products are of Good Quality
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Opinion Male Female Total
Excellent
Good
Average
Poor
11
20
8
3
10
15
8
5
21
35
16
8
Total 42 38 80
Figure 11 – Represent rating given to products
Satisfaction given by amul products
Satisfied With Amul Products
Opinion
Male Female Total
Yes
No
33
9
30
8
63
17
Total 42 38 80
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Interpretation:
From above data 78% respondents are satisfied after buying amul products and 22%
says that they are not satisfied.
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FINDINGS, SUGGESTIONS AND CONCLUSIONS:
Findings:
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:
It is findings in the survey As per the data, 40% of female and 60% of
male makes purchase decision.
Based on the occupation of the customer, it is found in the survey that
19% are the housewives and 22.5% are from various occupations such
as a businessman, employee, etc. rest are the students. for the Amul
Milk & Milk products.
The main purchasing factors for the Amul Milk & Milk products are
Quality and Brand image and price. The data reveals that 45%
influences on Quality and 36% influenced for the price.
. 88% of the total respondents are using product since from a long
time..
Overall opinion of the product performance data reveals that Amul
product satisfies 78% of the respondent and 22% respondent’s opinion
is average.
It is found in the survey that 13% of the total respondents are
dissatisfied
On dealer’s services.
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SUGGESTIONS
Milk and milk product purchase decisions are more decided by male rather than
female, because he act as a invigilator, execute his 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
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.
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.
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.
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.
As only 22% of the total respondents are dissatisfied which is quite a large
percentage and this may influence negatively and increase the rate 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.
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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.
Conclusion:
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 its customers before making any move.
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APPENDIXQuestionnaire
Vijay Paliwal, student of second year MBA (Marketing ) of the Pacific Institute of Management, I am doing research project on “Customer Satisfaction Towards AMUL Milk & Milk products” at Udaipur City.
1. Personal Profile A) Name
B) Address
c) Sex Male: ( ) Female: ( )
D) Age: [ ]
E) Occupation:
1) Self Employed [ ] 2) Professional [ ]
2) House Wife [ ] 4) Student [ ]
2. Which Product are you Buying of amul?
3. What is the most important factor that matters while buying an Amul product?
a) Quality [ ] b) Price [ ] c) Service [ ]
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4. How did you come to know about the Amul product?
a) By friend / family [ ] b) Direct Mailers [ ]
C ) Press Ads [ ] d) T.V. Ads [ ]
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 Products ?
a) High [ ] b) Average [ ] c) Same [ ] d) Law [ ]
8. How often do you buy this product of Amul?
a) daily [ ] b) weekly [ ] c) monthly [ ] d) occasionally [ ]
9. What is your opinion about the performance of Amul product?
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a) Out standing [ ] b) excellent [ ]
C ) good [ ] d) Average [ ]
10. Do the various schemes / promotional activities affect your purchase plans?
a ) yes [ ] b) No [ ]
11. Suggetion ( if any )
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