INTRODUCTION

Consumer Behavior in modern marketing, consumer is regarded as a king.

It is the consumer who determines the growth, prosperity and even existence of a

business enterprise. All attention is paid to him in marketing management. The

manufacturer should always fell the pulses of consumers. He must plan his

production and distribution to suit the needs and convenience of consumers

rather than his own. He must have a clear understanding of consumer

behaviour, so that he can adopt a proper marketing policy. He has to emphasis

with the consumer and find answers to questions like who consumer is, what the

consumer wants to buy, and when, where, how and why the consumer wants to

buy. The concept of consumer behaviour provides answers to all such questions.

CONSUMER BEHAVIOUR:

Market consist of buyers. Hence it is the behaviour of buyers that is

central to an understanding of markets. The consumer or buyer behaviour is very

important for an effective marketing planning. A business enterprise without

having consumer understanding cannot fulfil its obligation of consumer

satisfaction. Marketers must study their customers’ wants, preferences and

buying behaviour. Such a study will provide clues for developing new products

and for making changes in the existing products, prices and other marketing mix

elements. If the producer disregards the wants and preferences of consumer and

goes on producing the goods which do not satisfy the consumers, the goods will

not be sold in the market. It is not the policies that bring changes in the market, it

is the behaviour of the consumers. The marketing programmes and policies

depend upon the consumer behaviour. The consumer needs, attitudes and

buying behaviour are ever changing. The buying behaviour of consumers

depends on certain factors like income, location, sex, social status, psychology

etc. of course, these factors are dynamic. Therefore it always becomes essential

to identify the characteristics and behaviour of consumer.

Consumer behaviour is the act of consuming or using commodity or

service. It may be defined as that behaviour exhibited by people in planning,

purchasing and using commodities and services. It refers to why people select,

obtain, and use goods and services. How a consumer will behave when a

particular product comes before him, its study is called consumer behaviour.

Consumer behaviour is an integral part of human behaviour and cannot be

separated from it.

According to Angel, Black well and Kollat, “Consumer behaviour refers to

those acts of individuals directly involved in obtaining and using goods and

services including the decision process that precede and determine these acts”.

Of all the different categories of human behaviour – eating, sleeping,

reading, working, playing and so on-buying is one of the most complex and most

important one. This is because the buying involves parting with money which

may be part of a hard-earned wages, profit of a risk full investment or even the

entire savings of life time.

There are at least three important reasons why it is useful to study the

behaviour of consumers:

1. Gateway to motives: Behaviour is the gateway to motives. It is by

watching and examining behaviour that a marketer can have some

idea of the motives that induce a buyer to buy.

2. Source of marketing plan: Once the X-ray of buyer behaviour is

known, a marketer can formulate his marketing plan accordingly.

3. Changing behaviour: By reviewing behaviour over some past period, it

may be possible to get clues of the future behaviour.

But the human mind is a black box. The mind of men is the most abstruse

thing in the world. It is very difficult to see the mind. However, thanks to the

growth of psychology and the behavioral sciences, it has now become possible to

have some sort of an X-ray of the human mind. One cannot observe the mind

but one can see and scrutinize behaviour.

DIFFERENCE BETWEEN CONSUMER AND BUYER:

Sometimes consumer and buyer happen to be the same person.

Sometimes they are different persons. Anyhow it is desirable to note the

difference between a consumer and a buyer. Consumer is one who consumes or

uses a commodity or service which is being bought for cash or on credit. In this

case the consumer himself is the buyer. In other words, both the buyer and the

consumer happen to be the same person. Again, the consumer is one who

consumes a commodity or service which is being bought by someone else, but

the use is made with the approval of the actual buyer. In this case the consumer

and the buyer are different persons. Thus a consumer need not necessarily be a

buyer. Likewise, a buyer need not always be a consumer. This means that

buyer is one who buys a commodity or a service. When he uses it he becomes a

consumer also.

In the Consumer Protection Act (1986), the term consumer includes

buyers also. According to Consumer Protection Act, in respect of goods, a

consumer is : (i) one who buys goods for a consideration that is paid immediately

or later, (ii) includes any user of such goods other than the actual buyer if such

use is made with the approval of the buyer. In respect of services, a consumer

is: (i) one who hires any service for consideration that is paid immediately or later,

(ii) includes any beneficiary of such service other than the actual hirer, if such

service is availed with the approval of such person.

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR:

As already stated, modern marketing is consumer oriented. Therefore the

study of consumer behaviour is very important in framing production policies,

price policies, and distribution policies and also in designing the sales promotion

programmes. The importance of the study of consumer behaviour is explained

as follows.

1. Production Policies: The study of consumer behaviour enables the

producers to frame suitable production policies including the packing

policies. It tells the producer what the consumer wants and when he

wants etc.

2. Price Policies: The study of consumer behaviour is equally important in

designing price policies. Some buyers purchase only because

particular goods are cheap. Hence the prices of such products cannot

be increased much. ON the other hand some articles are purchased

because it enhances the prestige and social status of people. The

prices of such articles can easily be raised.

3. Decisions regarding channels of distribution: The study of consumer

behaviour is helpful in deciding the appropriate channels or routes

through which the goods reach in the hands of consumers. The best

channel is one which distributes the goods to the largest number of

consumers at lower cost.

4. Decision regarding Sales Promotion: The decisions regarding sales

promotion are taken on the basis of consumer behaviour. It enables

the marketers to know what motive prompts buyers to buy a particular

product. It is also useful in taking decisions regarding the advertising

message, media etc. The marketer takes decisions regarding brand,

packaging, discount etc. on the basis of study of consumer behaviour

for prompting sales.

BUYER BEHAVIOUR:

Buyer behaviour is different from consumer behaviur. Buyer behaviour

leads to an end in the process of buying. It focuses on the behaviour of the

particular individual buyer. It is the behaviour of the particular individual buyer

during the purchase. The process whereby individuals decide whether, what,

when, how and from who to purchase goods and services can be termed as the

buyer behaviour. Thus buyer behaviour is concerned with the study of factors

that influence a person to buy or not to buy.

BUYING MOTIVES:

A consumer buys a particular product with certain motives, objectives or

purposes. He spends an amount of sacrifice when he decides to purchase a

product. He purchases it because it satisfies his most important need at that

moment. A lady may buy a sari for physical protection or for wearing something

to look beautiful or as a status symbol. Thus motive is a strong feeling, instinct,

desire or emotion that make the buyer to react in the form of decision to buy. It is

the buying motives which induce a consumer to buy a particular product. In other

words, the influences and considerations which make the consumer decide to

buy a particular product are called buying motive. Buying motives are at the root

of buying behaviour. A marekter must ascertain the buying motives of his

customers and organize his marketing activities accordingly.

There are two types of buying motives – (i) Product motives, and (ii)

Patronage motives.

(i) Product motives: Product motives explain why consumers buy

certain products. Product motives may be emotional or rational.

Emotional product motives induce the customer to decide to purchase

a particular product without much reasoning. Emotional motives arise

because of the interest of the consumer in imitating others, and

affection to a particular product. Rational product motives are based

on conscious reasoning. For instance, one may decide to purchase a

particular product because of economy in purchase, durability, quality

and convenience.

(ii) Patronage motives: Patronage motives are those influences and

considerations which make the buyer to purchase goods from specific

shops. Like product motive, patronage motives may be either

emotional or rational. Due to influence of emotional motives, a

consumer may decide to purchase goods from specific shops without

any enquiry in other stores. If a person purchases from a particular

shop because of the price advantage, quality or variety, it is called

rational motives.

NEED OF THE STUDY

To days business scenario demands not only finding out customer but also

to see the existing customers should be catered again and again. The company

wanted to know the reason why it is lagging the factors which led down it sales,

and to form effective promotion strategies it needs to draw up the level of

consumer behavior of pre-purchased and past purchased instances, hence the

need for the study has accrued. The international will save the need to increase

the level of customer satisfaction and in marketing promotional mix strategies.

So the problems interfiled was to find out the level at consumer satisfaction

before purchase and past purchase instances. The study to find out. The major

factors involved & influenced in purchase and product and consumer behavior.

The studies is useful to the company to know the facts & reasons, for the sales of

the product and to take behavior steps.

OBJECTIVES OF THE STUDY

The main objective of the study is to study the Consumer behavior

towards. Amul Milk Products in relation to the competition. The objective is

identifying defect factors, affecting consumer behavior, other important objectives

of this study are:

1). To make a Profile of the different products of powder Consumer,

Particularly the Amul Brand of Powder Milk.

2) To Study the market potential awareness and preference of produced

powder.

3). To Study the different Occasions daily which a Predicted Powder issued

and to rate the

4). To study the Amul Product Powder with regard to its awareness,

consumption and a relative evolution of Amul Product Powder with this

brands.

5). To estimate the behavior of the consumes to wards the marketing mix of

Amul Powder Products the price, Product, distribution and advertising.

6). To Study the consumes suggestions for he Amul Milk Powder.

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RESEARCH & METHODOLOGY

To study the above objectives a descriptive research by Survey method

has been used with following Components.

1. SOURCES OF DATA

Both Primary and secondary data has been equally used in this research.

Primary data is directly collected from sample of respondents by questionnaires.

2. RESEARCH INSTRUMENT

A structure undisguised personally administered questionnaire in used to

collect the primary data from the simple of respondent.

3. SAMPLING DESIGN

A satisfied random Sampling method is used in selection the sample size

of the respondents.

SAMPLE SIZE:

The second aspect of the sampling relates to the selection of the member

of consumers and customers, through I intend to study the consumer behavior for

Amul Powder Milk, because it is not possible physically and financially to make a

study of all consumers and customers I have again adopted a convenience

sampling technique for the purposes of linking the size of respondents.

Hence I have made it very convenient to see that the respondents are

equally spread over Hyderabad and Secunderabad for the study as many as 120

consumers have been interviewed for the purpose of knowing the exact question

of the topic of the study.

SCOPE & LIMITATIONS OF THE STUDY

The study is limited to only Hyd & sec.

Due to existence of time & cast constraint, the study restricted to only 120

samples.

Some of the consumers not reveling true facts. So the results of the

services may not be accurate.

There may be some amount of bias, be course the Consumers may not

found to disclose correct information.

The sample, which is collected, does not resemble the whole universe so

the conclusions drawn may not be taken in to can.

THEORITICAL FRAME WORK

CONSUMER BUYING PROCESS:

Let us now consider the process by which the consumers satisfy the

needs through the acts of buying and consuming. A simple formula tells the

decision making process that every one goes through when making a purchase:

Choice = Want + ability to buy + attitude towards the brand.

Buying is a mental process. The customer passes through several stages

in buying a product. The buying decision process involves the following steps:

1. Recognition of a need: When the buyer recognizes a need, the buying

process begins. Some needs are urgent, while others are less urgent.

The order of priority is abased on the need and its urgency.

2. Identification of alternatives: A number of alternative products (or the

substitutes) are available in the market. A consumer searches for relevant

information of the product brand, price, location etc. He comes to know

the relevant information of the product through various sources such as

friends, neighbours etc., and the marketers, salesmen, advertising media

etc. The consumer must know the brand of the product which gives

maximum satisfaction.

3. Evaluation of alternatives: Consumers have different views on different

alternatives. The consumer has to evaluate the alternatives on the basis

of attributes – taste, colour, price, durability, quality etc. of the alternative

products. He assesses the relative importance of each attribute to him. In

course of the information search he develops certain attitudes towards

different brands and this also shapes his purchase decision.

4. Purchase Decision: While evaluating each alternative, the consumer

ranks them first, second and third etc. these are his preferences. Now the

customer goes to the shop and buys the product of a certain brand.

Sometimes he modifies or postpones or avoids a purchase decision.

5. Post purchase behavior: after the customer has actually purchased the

product/brand he will be satisfied or dissatisfied with it. This satisfaction or

dissatisfaction will result in certain consequences. If he is satisfied with the

product, he will extent to other products of the brand and speak about the

brand favorably to others. If he is dissatisfied with the product, he may

stop buying more products of that brand and may also spread bad words

the brand. This negative feeling that arises after purchase causing anxiety

and doubts is known as cognitive dissonance.

A marketer therefore, understands the correct buying process of his

customers and decides on marketing activates accordingly.

FACTORS INFLUENCING COSTOMER BEHAVIOUR OR BUYER

BEHAVIOUR:

We have already seen that buying behaviour is an orderly process by which

an individual interacts with his or her environment with the object of making

purchase decisions on products, or services. Through the buying process,

various factors may influence the buyer. All these factors, which determine the

buyer or consumer behaviour, are broadly classified in to three Psychological

factors, Social influence and Economic factors.

A. PSYCHOLOGICAL FACTORS

1. Motivation: According to Fred Luthanks, “motivation is a process that

starts with a psychological deficiency or need that activates behavior or a

drive that is aimed at a goal or incentive”. The source of motivation is

motive. Motive lies in the buyer. It arises from the needs and wants. The

process of motivation stimulates it and leads him to buy. According to

Stanton, “motive or drive is a stimulated need which a goal _oriented

individual seeks to satisfy”. A simple example is that when we feel hungry,

we may search for a restaurant. Hunger is the motive and search is the

action. Thus motivation is a driving force within an individual, which impels

him to action.

Some needs are biogenic. These arise from thirst, hunger,

discomfort etc. Other needs are psychogeni. These arise from the need for

recognition, esteem or belonging. According to Maslow, there are 5 types

of human need. They are:

(a) Physiological Needs: These are considered to be the basic

needs. These include food, water, shelter, clothing, sex etc.

(b) Safety or Security Needs: These include safety, protection etc.

(c) Social Needs: These include love and affection, sense of

belonging, friendship etc.

(d) Esteem or Ego Needs: This category includes need for self

esteem, recognitions, status, respect etc. Most of the luxury items

are purchased to satisfy these needs.

(e) Self Actualisation: These needs are the result of one’s desire to

get the maximum of one’s capabilities. These include the need for

self development and realization of goals in life.

Human needs are arranged in a hierarchy as show below:

Self-Actualisation Needs

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

Maslow’s Hierarchy of Needs

According to Maslow, needs on the lower levels of the hierarchy must by

satisfied before higher level needs can be satisfied.

Even beyond the self-actualisation needs, some people (exceptional

individuals or great people) may have still another needs. These needs are

called Met needs (peace-self relation)

2. Perception: When a person is motivated, it means that he is ready to act.

But how will act will depend on how he perceives the situation. Two men

may be motivated to the same extent by the same situation but still one

may not much different from another. When a timber merchant goes to a

forest ,he may look up it as a source of raw material. A town planner may

see it as a threat to his new town improvement plan. A young student

appearing at the examination may not like an epic like Mahabharatha or

Ramayana. As he grows in years , he may find in it a very good source of

mental refreshment.

To perceive is to see, to hear, to touch, to smell and to taste.

Through 5 senses (see, hear, taste, smell and feel) we feel our

environment .

One’ s perception is shaped by what one thins of the sound heard,

object seen, smelt, touched or tasted. Famous psychologists Willard and

Marguerite Beecher contend that “we do not see things as they are, but as

we are”. Thus perception is the sum total of physical stimuli, the relation of

the stimuli to the surroundings and the conditions with in the individual.

Thus a woolen blanket may have the power to keep off cold. But a man

would perceive it to be useful only when the surrounding is cold. To people

living on the sea side blankets may appear unnecessary.

3. Learning: The buyer behaviour is strongly influenced by learning. It is not

too much to say that learning is involved in almost everything a man does.

Vast majority of perception are acquired through learning. But learning

does not always mean bookish knowledge. A man learns iln many ways

and from so many things. He learn from the group also. According to

schewe and Smith, learning refers to the behavioural changes that result

from our experience. Besides changes in physical behaviour; learning

includes changes in mental behaviour such as feelings, emotions and

personality.

The principal factors or process, which influence learning, include –

observation, experience, education, individual judgment, environmental

setting and repetition. A man learn from what he sees. He also by doing.

Education helps learning by revealing new ideas, facts, principles and so

on (from books and teachers). He picks and chooses from what he sees,

hears, listens to and stores it for future use. His individual judgment,

rational thinking and so on help he process of learning. The effectiveness

of learning is increased to a great extent if the lessons are given in a

familiar environmental setting. Similarly when a phenomenon is shown

repeatedly or a lesson is taught over and over again , it is more likely to be

received and remembers.

4. Beliefs: A belief is an individual’s personal concept of truth. It is a

descriptive that a person holds a bout something.

What is believed may not be true. A gain, what it true may not be

believed. Therefore creating beliefs or gaining a consumer’s beliefs is very

difficult.

5. Attitudes: Attitude represents a person’s feelings towards a particulars

object or situation. It may be positive, neutral or negative feelings about

products, service, companies and or institution. Attitudes of an individual

are formed over a period of time. They are very resistant to change.

Attitudes are shaped and influenced by demographics, social factors and

personality of individual himself. Attitude lead people to behave in a

particulars way. They play an important role in purchase decisions.

6. Personality: This is another factor which influence buyer behaviour. One

individual is different from other not only in physical features but also in

their behaviour. The decision of a buyer also influenced by the personal

character, age occupation, life style etc.

B. SOCIAL INFLUENCES

1. Culture: Culture is the most fundamental factor influencing a person’s

wants and behaviour. The word culture is so broad that almost any and

every norm or value can be incorporated in it. Culture is defined as all the

environment that is created by people. According to Bennert and

Kassarjian, “culture is a set of learned beliefs, values, attitudes, habits and

form of behaviour that are shared by a society and are from generation to

generation”.

There are many ways in which culture influences buying

behaviour – nature of products, their uses, media of advertising, type of

appeal, channel of distribution and so on. Thus smoking and drinking are

common habits in the west. In Eastern countries these habits are common

habits are not widespread. Dining on tables and with the help of knives

and forks is widely prevalent in the west while the people of eastern

countries people of eastern countries generally eat on the floor and with

the fingers (except) Japanese and Chinese. This means that the market

that the market for drinks or forks is limited in Eastern countries. Thus

culture influences what we eat and wear, how we relax and where we live.

2. Social class: in addition to being members of a particular culture, people

also belong to a certain social class. A social class is a group of people

with similar ranking within a society. This affects their attitudes and buying

behaviour. The social class is based on income, education, occupation,

family history, social status etc. A marketer should undertake a socio-

economic approach for identifying target market for each social class.

Sociologist divide most societies into 3 classes – upper, middle

and lower. The Indian society had been divided since early times into 4

classes, namely, Brahmin or the learned class. Kshtriyas or the warrior

class, but the caste system has disappeared in the recent past. The Indian

society now broadly shows the 3 fold division into upper, middle and lower

classes.

In general the members of the various classes enjoy different

activities, buy different goods, shops in different place and react to

different media. Take sports. Upper class consumers prefer golf,

tennis, skiing whereas lower class buyers go for hunting, fishing and

water skiing. The very rich people buy certain expensive goods like

luxury cars, luxury houses and very expensive consumer goods. The

middle class buy less expensive goods and services while the working

class buy very simple and cheap products.

3. Reference Groups: Reference group indicate groups of people who

inference on individual attitude, opinion and values. Reference groups are

the social, economic, or professional groups. A reference group consists of

family members, friends, co-workers, classmates, teenagers, sports group,

music lovers, club membership etc. A consumer buys those goods, which

his reference groups buy. A consumer buys those goods, which his

reference groups buy. For example, our friend may influence our choice of

cloths, books, cinema and music. We consult our families in choosing

cars, homes, food, investments and furniture.

4. Role and Status: In every that an individual belongs to family, reference

group, other association-he has certain positions, which is called role and

status. In short, the persons position in each group can be defined in terms

of role and status. Every role has a status. For example, a woman has to

play the role of a wife in the family which means that she will look after the

preparation of food, make some purchase regularly and so on. She may

also be the honorary secretary of a rescue home, where she is is expected

to run the overall administration, serve the interests of the imamates and

so on.

A person role and status exercises great influence on his or her

buying behavior also. For example, an advocate in his professional

capacity may buy regularly up to date law books. At home he may

purchase durable goods like refrigerator, furniture etc. He may be he

president of a Rotary Club. He may spend money on charities. Therefore a

marketer should consider not merely the reference group of a customer

but the role and status, which he occupies in that group.

5. Self Image: People all have an image of who they are and they reinforce

this image through their purchases. The tendency to believe hat “you are

what you buy” is especially prevalent among young people. In a recent

study on the meaning of possession the most important aspect of there

lives. They attach personal meaning to objects such as cars and clothing.

6. Family: Status, background, size etc., of the family influence the buyer

behaviour. In India the old joint family system has been disappeared over

the recent past. Now we can see nuclear familite sand children as they

grow old leave to live separately. This is very true in Kerala. Many

families have come into being which resemble the nuclear type with the

exception that old parents also live with the young couple. When young

couples establish separate homes (begin from zero), it gives rise to a

market for many things like housing utensils, furniture and so on. With

years the needs increase such as those for baby food, toys, children’s

books, umbrellas and so on. Thus the family is one of the importance

factor determining consumer behaviour.

7. Family Life Cycle: The family life cycle is a useful factor influencing

consumer behaviour. The family life cycle describes how a typical family

evolves from bachelorhood to marriage, from marriage to having children

and maintaining them, and then to solitary retirement. At each stage in the

cycle the needs, experience, income and family composition changes.

The family life cycle in an excellent tool for market segmentation and for

developing market campaigns and advertisement.

The needs of families in different stages of life cycle change considerably.

For Example, young bachelors have more needs of cigarettes, showy

clothing, cameras etc. Newly married couples are more interested in

domestic appliances, easy to prepare food etc. When children are born,

the need arises for baby toys, school bags, umbrellas and so on. For the

older couples, the need shifts to simple clothing, drugs, spectacles,

walking sticks, false teeth, traditional books and so on.

C. ECONOMIC FACTORS:

1. Per capita income, disposable income and discretionary income of the

consumers: The buyer behaviour is influenced very much by the income

in hands of the consumers to spend and save.

2. The rate of increase in income: The rate of increase in income also exerts

influence in the buying pattern of consumers. If the rate of increase in

income is higher, the consumer is likely to buy more quantity of certain

type.

3. Degree of economic inequality and regional difference: This is another

factor, which determines buying habits. While formulating plans and

strategies, the marketer will have to consider the economic inequality and

regional imbalances.

4. Inflation: Inflation also exerts influence on the buying pattern of consumer.

Inflation creates price rise. When the prices rise, the people may buy

generally lesser quantity.

PROFILE OF THE COMPANY

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, Amul spray, Amul Cheese, Amul Chocolates, Amul

Shrikhand, Amul Milk Powder, Nutramul, Amul Milk and Amulya have made Amul

a leading food brand in India. (Turnover. Rs. 29 billion in 204).

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

reasonable prices. Of the genesis of a vast co-operative network. Of the triumph

of indigenous technology. Of he marketing savvy of a farmers’ organization. And

of a proven model for dairy development.

ABOUT THE ORGANISATION:

From the Sixties to the Nineties, the Amul ads have come a long way.

While most people agree that the Amul ads were at their peak in the Eighties they

still maintain that the Amul ads continue to tease a laughter out of them.

Where does Amul’s magic actually lie? Many believe that the charm lies in

the catchy lines. That we laugh because the hum our is what anybody would

enjoy. They don’t pander to your nationality or certain sentiments. It is pure and

simple, everyday fun.

Gujarat Cooperative Milk Marketing Federation.

GCMMF: An Overview:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s larges food

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

cooperatives in Gujarat which aims to provide remunerative returns to the

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

which are good value for money.

MAN POWER:

Members : 12 district cooperative milk

Producer’s Union

No. of Producer Members : 2.41 million

No. of Village Societies : 11,615

Total Milk handling capacity: 77.4 million liters per day

Milk collection (Total – 2004-05): 2.08 billion liters

Milk collection (Daily Average (2004-05):5.71 million liters

Milk Drying Capacity : 511 metric Tones per day

Cattle feed manufacturing Capacity: 2340 Mts per day

SALES TURNOVER OF AMUL:

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 22192 493

1999-2000 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

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ABOUT THE COMPANY:

MR.V. Kurien, Chairman, Amul, the pioneer of milk as a product in India

says his focus is now the Amul Patern, and the associated institutions that reflect

it, have risen to a level where neither adulation nor censure need affect us.

Rather, we must remain true to our principles and our mission have always

been a firm believer of the dictum that ‘Brand is power’. A cooperative without a

“brand” can never aspire to survive-let alone thrive-while marketing commodities

in today’s competitive environment.

Amul Pattern has been instrumental in securing rural livelihoods in many

parts of India through income generation, agricultural diversification, risk

distribution, female empowerment and assured complement. Consider for a

moment the case of a subsistence farmer blessed with just a pair of buffaloes.

At an average yield of 5-6 liters daily from each animal, an additional

income of a almost Rs.5000 per month is assured for 300 days in the year. This

does not compare too badly with any rural employment programme implemented

by the government.

MILK PROCUREMENT:

Total milk procurement by our Member Unions during the year 2004-05

averaged 58.89 lakh kilograms (5.9 million kg) per day, representing a growth of

15.2 percent over 51.13 lakh kilograms (5.1 million kg) per day achieved during

2003-04.

SALES:

During the year, Federation’s sales registered a growth of 1.4 percent to

reach Rs.2,922.53 crores (RS.0.02 billion)

Thus, the dairy line in consumer packs grew by 11.8 percent during the

year. Sales of Amul Milk in pouches increased by 36 percent UHT Milk has

grown in value terms by 23 percent. Amul Milk Powder achieved a sales value

growth of 10 percent, and has strengthened its position as the undisputed market

leader.

Despite intense competition, sales of the Amul Butter grew by 4.5 percent.

The sales of the Amul Cheese range increased by 21 percent. Products like

Flavoured Milk, Amul Fresh Cream, Panner, Mithaimate, Softy Mix, and fresh

curd demonstrated their potential to become dominant brands in the coming few

years.

DISTRIBUTION:

Alignment of our four Distribution Highways of fresh, chilled, frozen and

ambient products was a major development during the year. This year our major

initiative was to further increase our Distributor Network in smaller towns. It was

in line with the fast changing market scenario resulting from rise in houehold

incomes leading to metamorphosis of rural and smaller markets, significant

increase of middle class families and migration from rural areas to smaller

developing.

An addition of almost 900 distributors in small towns was undertaken on a

Time Based Military (TMT) technique. This initiative has already started yielding

results in the form increasing availability of our products in smaller towns and

thereby generating additional business.

AMUL YATRA PROGRAM:

Amul Yatra program is conducted to bring our channel partners to Amul so

that they get an exposure to our cooperative institution and also come to know

about our achievement.

This year our emphasis was upon top retailers from across the county. So

far, 1406 retailers from all over India have visited Anand our of which 950 top

retailers came during this year. This also included a group of top retailers from

Bhutan.

EXPORTS:

Exports of your federation have performed creditably during year. We

have become the first Indian dairy products exporter to achieve a mark of Rs. 100

crore in revenues.

The year ended with an export tumover of Rs 115 crore (Rs. 1.15 billion)

more than trebling our export tumover as compared to the previous year. The

reduced subsidies in EU have given us excellent opportunities for export of SMP

and FCMP.

We have shown that if a level playing filed is granted, India dairy products

would be successful in the global market. We have also grown by 40 percent in

consumer pack exports and consolidated our exports of UHT Milk, Ghee and

Paneer in particular.

POUCH MILK:

Amul pouch milk has become the largest contributor to our turnover with

annual sales of about Rs. 6.26 crores (Rs.6.26 billion) during 2004-05 against

Rs.462 crores (RS.4.62 billion) during the previous year implying a growth of

about 36 percent.

.

.

ACKNOWLEDGMENTS

The National Cooperative Dairy Federation of India had be 14 enproviding

us with invaluable support in coordination with other agencies and organizations.

The National Dairy Development Board had played an important role in our

growth and development.

The institute of Rural Management, Anand, as always, has contributed to

the perspective building and professionalisation of the management of the

cooperative sector. We express deep gratitude for its support.

INFORMATION TECHNOLOGY INTEGRATION:

Our Federation has further advanced its information Technology solutions

by implementing Geographical information System (GIS) with digital city maps at

major cities of India so as to excel in distribution planning.

It has also taken a major initiative in deploying process driven Enterprise

Resource Planning (ERP) software systems at its member unions in order to

bring efficiently manufacturing processes.

AMUL HITS 2006-07:

On the incident of model’s halter top snapping open on the ramp during

Lakme Fashion Sow in Mumbai – April’06.

FRANCHISEE NETWORK:

We welcome you to meet the Top Retailers for Amul. Currently online are

Chennai and Calcutta. We will keep adding the different locations across the

country as the information comes in.

- Chennai

- Kolkata

- Nasik

- Jalgaon

- Aurangabad

- Delhi

- Raipur

- Jodhpur

- Udaipur

- Pune

- Siliguri/ Durg

.

AMUL RELIFE TRUST:

A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January

2001. the epicenter of the quake was located in Kutch district. It caused death of

thousands of people, tens of thousands were injured, hundreds of thousands

were rendered homeless and damage of billions of Rupees was done.

GCMMF formed a specific organization named “Amul Relief Trust” (ART)

under the chairmanship of Dr. V. Kurien in 2001 with a donation of Rs.50 Millions

for reconstruction of the school building damaged in the 2001 earthquake in the

Kutch area.

The Trust reconstructed 6 schools damaged by the above earthquake at a

cost of Rs.41.1 million in Kutch area. Four of these scholls started re-functioning

from the last two academic sessions and the other two schools from the current

session.

A school reconstructed by Amul Relief Trust in the earthquake affected

Ratadia village on Munddra Taluka of Gujarat.

AMUL PREFERRED OUTLET(APO):

“Amul Utterly Delicious” parlours are an excellent business opportunity for

investors, shopkeepers and organizations. In order to come closer to the

customer, we have decided to create a model for retail outlets, which would be

known as “Amul Preferred Outlets” (APO).

To have a better idea please go through the following

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

2. On your inquiry – our Filed 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.

3. 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 typical shop would normally be between Rs.60,000

to Rs.1 lac.

4. Branding- You 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.

5. Equipment- You would require the following equipment:

1 or 2 deep freezers can be purchased through Hamara

Apna Deep Freezer Scheme

a. 1 Refrigerator through Hamara Apna Refrigerator Sceme

b. 1 Pizza over

c. 1 Chest Milk Cooler for Pouch Milk

6. 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.

7. Supplies- The delivery of products would be done through our

wholesale dealers.

8. We feel that the shop has good potential, and needs support in the

initial days, we can offer additional margins upto maximum of 1%

on dairy products and 2% on Milk Powder. 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.

Agreement- An agreement bringing us together would be signed

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 Parlours at some prominent locations in the country, which are run by the

company or its wholesale dealers:

1. Delhi Metro Rali Corporation

2. The Somnath Temple

3. National Institue of Design

4. Infosys Technologies in Bangaore, Mysore & Pune

5. Wipro campus in Bangalore

6. Ahmedabad Municipal Corporation

7. Surat Municipal Corporation

8. Gujarat State Road Transport Corporation

MILK PRODUCTS

Fresh Milk: Amul Fresh Milk

This is the most hygienic Milk available in the market. Pasteurized in

state-of-the-art processing plants and pouch-packed for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream

Amul Kool Chcolate Milk

Amul Koll flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

Amul Sakti Toned Milk

Amul Masthi Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink

.

.

.

.

.

AWARDS:

- Ramakrishna Bajaj National Quality Award-2003 Jawaharlal Nehru

The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the

top scorer in the service category of the prestigious IMC Ramakrishna Bajaj

National Quality Award- 2003.

The Certificate of Merit was presented at a glittering ceremony held at

Mumbai on March 11 by the Governor of the Reserve Bank of India, Dr. Y.V.

Reddy.

The Ramakrishna Bajaj National Quality Award is based on framework

and principles almost similar to the Malclom Baldrige Award that is given by

the President of the United Stated to businesses – manufacturing and

services, small and large – and to education and healthcare organizations that

apply and are judged to be outstanding in seven areas: leadership, strategic

planning, Customer and market focus, information and analysis, human

resources focus, process management, and business results.

- Mr. BM Vyas receives the

Qimpro GOLD STANDARD AWARD

Qimpro Platinum Standard, the highest individual honour, has in recent

years been awarded to Chandra Mohan, Aditya Birla, Deepak Parekh, FC Kohli,

Dr. JJ Irani, Azim Premji, and Kumar Mangalam Birla. Qimpro Awards are

recognized by the ASQ and the institute of Quality Assurance, UK

.

.

.

FINDING OF THE STUDY

1) AGE WISE CLASSIFICATION OF RESPONDENTS

Table-1

Sl.No. AgeNo. of

respondents

Percentage

1 10-15 30 25.0

2 10-20 25 20.8

3 21-25 45 37.5

4 26 & above 20 16.7

Grand Total 120 100%

The above table shows that sample respondents interviewed covered

persons of different age groups such as 10-15 and 26 above . The result shown

to the table reveals that most of the respondents of the sec’bad have fill on

between the age classification 21-25 constituting 37.5 and 1-15 constituting 25%

from the above results can be enclosed that the majority of the respondents are

in the age group of 21-25 and above who are students employees as

professional. So it is clear that the Amul Milk powder is very much popular the

are groups However the company should pay attention to the consumers of age

group 10-15 as this is generation which belongs to future consumption.

2. FAMILY MONTHLY INCOME CLASSIFICATION OF RESPONDENTS

Table-2

Sl.No IncomeNo. of

respondentsPercentage

1 3000 - 5000 10 8.3

2 5000 - 8000 35 29.2

3 9000 - 12000 30 25.0

4 12000 - 17000 25 20.8

5 Above – 17000 20 16.7

Grand total 120 100%

It is absorbed that income group between 5000-8000 (29.2%) from

majority of respondents and then income group between 9000-12000 (25%) turn

second with 30 respondents in the income group between 12000-17000 with 25

respondents with 20.5.

3. CONSUMPTION WISE CLASSIFICATION OF RESPONDENTS

Table-3

Sl.No. Consumption No. of respondents Percentage

1 1-3 30 25.0

2 4-7 45 37.5

3 8-10 25 20.8

4 Above 10 20 16.7

Grand Total 120 100%

It is observed from the above table that 45 respondents consume 4-7

consumptions monthly terming majority with 37.5% among the total respondents

120.

Secondly 30 respondents consume 1-3 serving monthly forming 25% and

25 respondents consume 8-10 serving monthly and only 20 respondents

consume above 10 sowings monthly majority of respondents consume 4-7

servings on an average monthly.

4. AWARENESS ABOUT AMUL MILK POWDER

Table-4

Sl.No. Factors No. of respondents Percentage

1 Yes 90 75%

2 No 20 16.7%

3 Can’t say 10 8.3

Grand Total 120 100%

It is observed that consumers from the above table 90 [75.1] are

responded positively and 20[16.7%] consumers are negatively responded where

as 10[8.3] consumers are unable to responded.

5. AWARENESS ABOUT CONSUMER WISE CLASSIFICATITON OF

RESPONDENTS

Table-5

Sl.No. Factors No. of respondents Percentage

1 Yes 40 33.3

2 No 35 29.2

3 Can’t say 45 37.5

Grand Total 120 100%

The above table Shows that sampled respondents interviewed covered

persons of different consumers taste.

The results shown in the table revels that most of the respondents in the

city have responded as 40[33.3] as accepted the taste of the product and

36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an

able to Responded to the taste of the product.

6. BRAND WISE CLASSIFICAITON OF RESPONDENTS

Table-6

Sl.No. Brands No. of respondents Percentage

1 Amul Milk 70 58.3

2 Good Day 30 25.0

3 Nestle 20 16.7

Grand Total 120 100%

From the above table it is seen at ‘Amul Milk’ top at the Brands preference

among the majority of he people with 70[58.3%] respondents family almost all

half s the total samples taken, second place is occupied by ‘Good day’ with 30

responds with [25%] third place is taken by nestle with 20 respondents with

(16.7%).

7. PRODUCT WISE CLASSIFICATION OF RESPONDENTS

Table-7

Sl.No. Factors No. Of respondents Percentage

1 Amul spray infant milk food 32 26.7

2 Amul instant full cream milk powder

12 10.0

3 Sagar skimmed milk powder 26 21.7

4 Sagar Tea, Coffee whitener 20 16.7

5 Amul Dairy whitener 30 25.0

Grand Total 120 100%

It is observed from the above table that 32 [26.7] respondents consume

the Amul spray intent milk food & 12[10.0%] respondents the Amul instant full

cream powder. Where us 26[21.7%] respondents to the Sagar skimmed milk

powder and 20[16.7%] respondents to the product Sagar tea, coffee whitener and

30[25.0%] respondents to the Amul Dairy whiteners.

8. PURCHASING WISE CLASIFICATION OF RESPONDENTS

Table-8

Sl.No. Factors No.of respondents Percentage

1 Weekly 21 17.5

2 Fast nightly 32 26.7

3 Monthly 26 21.7

4 Whenever required 41 34.2

Grand Total 120 100%

This table reveals that 21[17.5%] respondents to the weekly purchasing

milk powder and 32 [26.7%] consumer purchases fast nightly. Where as

26[21.7%] consumers purchases the monthly where as 41[34.2%] consumer

purchases wherever required.

9. SEASONS WISE CLASSIFICATION OF RESPONDENTS

Table-9

Sl.No. Factors No. of respondents Percentage

1 Yes 80 66.7

2 No 40 33.3

Grand Total 120 100%

The above table indicates that 80[66.7%] respondents in all seasons and

40[33.3%] respondents to the season wise.

10. CONSUMER SATISFACTION WISE CLASIFICATION

Table-10

Sl.No. Factors No. of respondents Percentage

1 Excellent 18 15

2 Satisfied 52 43.3

3 Quite satisfied 31 25.8

4 Un Satisfied 19 15.8

Grand Total 120 100%

From the above table it reveals that 18 [15%] consumers are excellently

satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied

and 19[15.8%] are un satisfied.

11. QUALITY WISE CLASIFICATION OF RESPONDENTS

Table-11

Sl.No. Factors No.of respondents Percentage

1 Yes 72 60.0

2 No 22 18.3

3 Can’t say 12 10.0

4 Not know 14 11.7

Grand Total 120 100%

From the above data the table indicates that 72[60.0%] of the consumers

are satisfied with the quality and price of the product, and 22[18.3%] are not

satisfied with the price where as 12[10.0%] of the people were not satisfied with

the but satisfied with the quality and 14[11.9%] were unable to respond.

12. PRICE WISE CLASIFICATION OF RESPONDENTS

Table-12

Sl.No. Factors No. of respondents Percentage

1 Very high 23 19.2

2 High 25 20.8

3 Reasonable 72 60.0

Grand Total 120 100%

The above table depicts that 23[192%] are not satisfied with the price of

the product 25[20.8%] consumers are some what satisfied and 72[60%] people

are highly satisfied with the price of the product.

13. FACTORS CONSIDER WHILE PURCHASE OF MILK POWDERS

Table-13

Sl.No. Factors No. of respondents Percentage

1 Price 30 25.0

2 Brand name 70 58.3

3 Availability 20 16.7

Grand Total 120 100%

From the above table it is clear that Brand name has highest priority can

any the 120 respondents 70 consider Brand home while purchasing the product

followed as price with 30 responded with 25%. 20 respondents consider

availability with 16.7%.

14. CONSUMER REACTION TO NON-AVAILIABILITY OF PARTICULAR

BRAND.

Table-14

Sl.No. Factors No. of respondents Percentage

1 Go to another outlet 20 16.7

2 Buy another brand 80 66.7

3 Post phoned or purchase 15 12.5

4 Others 5 4.2

Grand Total 120 100%

From the above table it is seen that the majority of the respondents (i.e.,)

so respondents buy another Brand it their favorite is not available at a particular

out let forming 66.7%, 20 respondents 80 to another retail out let to purchase

their favorite milk powder. Forming 16.7% of the total respondents, only 15

respondents have post phoned their purchase it their favorite brand is not

available at a particular out let and 5 respondents have other reasons.

15. INFLUENCES ON RESPONDENTS WHILE PURCHASE

Table-15

Sl.No. Place No. of respondents Percentage

1 Films 15 12.5

2 Friends 50 41.7

3 News paper 30 25.0

4 Other 25 20.5

Grand Total 120 100%

From the above table it is clear that most of the respondents decision are

depending on their friends advise while purchasing the Amul powder milk they

contribute to more than half as the total respondents with total at 50 respondents

with 41.7%.

Then news paper has influence on 30 respondents with 25% while

purchasing. The powder milk through film 15 respondents with 12.5% while

purchasing, the powder milk and the rest of the respondents take their own

decision while purchasing.

16. PROMOTION WISE CLASIFICATION OF RESPONDENTS.

Table-16

Sl.No. Factors No. of respondents Percentage

1 Some what 26 21.7

2 Can’t say 32 26.7

3 Not known 21 17.5

4 Can’t recall 41 34.2

Grand Total 120 100%

The table indicates that 26[21.7%] consumers are some what satisfied,

with the promotion offers, 32 [26.7%] are unable to respond about the promotion

where as 21[17.5%] consumers are not willing to respond and 41[34.2%] of the

consumer can’t recall the promotion offers.

17. PROMOTIONS LIKE WISE CLASIFICATION OF RESPONDENTS

Table-17

Sl.No. Factors No. of respondents Percentage

1 Price discount 53 44.2

2 Free coupons 27 22.5

3 Context 22 18.3

4 Any other 18 15

Grand Total 120 100%

The table tells us that the promotions offers by the like most is, 53 [44.2%]

are free coupons that the offer by like most is 27[22.5%] are context promotion

offers by the like low is, 22[18.3%] are any other offers by promotion like low is

18[15%].

CONCLUSIONS

From the above analysis, the following are the conclusions I can derive

and they are as follows.

1) The result that shows that sample respondents interviewed covered

persons of different age groups such as 10-15 and 26 above . The result shown

to the table reveals that most of the respondents of the sec’bad have fill on

between the age classification 21-25 constituting 37.5 and 1-15 constituting 25%

from the above results can be enclosed that the majority of the respondents are

in the age group of 21-25 and above who are students employees as

professional. So it is clear that the Amul Milk powder is very much popular the

are groups However the company should pay attention to the consumers of age

group 10-15 as this is generation which belongs to future consumption.

2) It is absorbed that income group between 5000-8000 (29.2%) from

majority of respondents and then income group between 9000-12000 (25%) turn

second with 30 respondents in the income group between 12000-17000 with 25

respondents with 20.5.

3) It is observed that 45 respondents consume 4-7 consumptions monthly

terming majority with 37.5% among the total respondents 120.

Secondly 30 respondents consume 1-3 serving monthly forming 25% and

25 respondents consume 8-10 serving monthly and only 20 respondents

consume above 10 sowings monthly majority of respondents consume 4-7

servings on an average monthly.

4) It is observed that consumers from the table 90 [75.1] are responded

positively and 20[16.7%] consumers are negatively responded where as 10[8.3]

consumers are unable to responded.

5) It is clear that sampled respondents interviewed covered persons of

different consumers taste.

The results shown in the table revels that most of the respondents in the

city have responded as 40[33.3] as accepted the taste of the product and

36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an

able to Responded to the taste of the product.

6) It is clear that ‘Amul Milk’ top at the Brands preference among the majority

of he people with 70[58.3%] respondents family almost all half s the total samples

taken, second place is occupied by ‘Good day’ with 30 responds with [25%] third

place is taken by nestle with 20 respondents with (16.7%).

7) It is observed that 32 [26.7] respondents consume the Amul spray intent

milk food & 12[10.0%] respondents the Amul instant full cream powder. Where

us 26[21.7%] respondents to the Sagar skimmed milk powder and 20[16.7%]

respondents to the product Sagar tea, coffee whitener and 30[25.0%]

respondents to the Amul Dairy whiteners.

8) It reveals that 21[17.5%] respondents to the weekly purchasing milk

powder and 32 [26.7%] consumer purchases fast nightly. Where as 26[21.7%]

consumers purchases the monthly where as 41[34.2%] consumer purchases

wherever required.

9) It indicates that 80[66.7%] respondents in all seasons and 40[33.3%]

respondents to the season wise.

10) It is indicates that reveals that 18 [15%] consumers are excellently

satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied

and 19[15.8%] are un satisfied.

11) It is reveals that the indicates that 72[60.0%] of the consumers are

satisfied with the quality and price of the product, and 22[18.3%] are not satisfied

with the price where as 12[10.0%] of the people were not satisfied with the but

satisfied with the quality and 14[11.9%] were unable to respond.

12) It is reveals that 23[192%] are not satisfied with the price of the product

25[20.8%] consumers are some what satisfied and 72[60%] people are highly

satisfied with the price of the product.

13) It is found that Brand name has highest priority can any the 120

respondents 70 consider Brand home while purchasing the product followed as

price with 30 responded with 25%. 20 respondents consider availability with

16.7%.

14) It is seen that the majority of the respondents (i.e.,) so respondents buy

another Brand it their favorite is not available at a particular out let forming

66.7%, 20 respondents 80 to another retail out let to purchase their favorite milk

powder. Forming 16.7% of the total respondents, only 15 respondents have post

phoned their purchase it their favorite brand is not available at a particular out let

and 5 respondents have other reasons.

15) It is observed that most of the respondents decision are depending on

their friends advise while purchasing the Amul powder milk they contribute to

more than half as the total respondents with total at 50 respondents with 41.7%.

Then newspaper has influence on 30 respondents with 25% while

purchasing. The powder milk through film 15 respondents with 12.5% while

purchasing, the powder milk and the rest of the respondents take their own

decision while purchasing.

16) It is indicates that 26[21.7%] consumers are some what satisfied, with the

promotion offers, 32 [26.7%] are unable to respond about the promotion where as

21[17.5%] consumers are not willing to respond and 41[34.2%] of the consumer

can’t recall the promotion offers.

17) It is reveals that the promotions offers by the like most is, 53 [44.2%] are

free coupons that the offer by like most is 27[22.5%] are context promotion offers

by the like low is, 22[18.3%] are any other offers by promotion like low is

18[15%].

SUGGESTIONS

Since the brand has well positioning it should be well marketed such that

every family group irrespective of it’s size buy the milk powders.

The product should be priced in such a manner that every family targeted

irrespective of monthly incomes should be purchased.

The distribution network of the product must be well maintained.

Company has to take measure to maintain the quality of the product.

All the users must be given awareness on the other powder Milk brands

available and make them to use other than product.

All the promotional tools like Advertisements, Window displays should be

well managed so as to motivate the consumers not to loose his mind on

Amul products.

Good techniques to be used by the company to create awareness on other

Amul products.

Many steps have to be taken by the organization to take necessary steps

in packaging, quality taste of the products as per the consumer’s

requirements.

QUESTIONNAIRE

1. NAME :

2. ADDRESS :

3. AGE :Below 10 ( )10-15 ( )16-20 ( )21-25 ( )Above 25 ( )

4. SEX :Male ( )Female ( )

5. FAMILY MONTHLY INCOME:a) 3000-5000 ( ) b) 5000-8000 ( )c) 9000-12000 ( ) d) 12000-17000 ( )e) above – 17000 ( )

6. On an average how may serving do you have monthly

a) 1-3 ( ) b) 4-7 ( )

c) 8-10 ( ) d) 10 above ( )

7. Do you know about Amul Milk powder:

a) Yes ( ) b) No ( )

c) Cannot say.

8. Are you the customer of Amul milk powder.

a) Yes ( ) b) No ( )

c) Cannot say.

9. Which brand do you normally consume:

a) Amul Milk b) Good day

c) Nestle

10. What kind of Amul Milk variant powder are you using.

a) Amul spray Infant Milk food

b) Amul Infant full cream milk powder

c) Sagar skimmed milk powder

d) Sagar Tea, coffee whitener

e) Amul dairy whitener

11. What is the frequency of purchasing Amul Milk powder?

a) Weekly b) Fast nightly c) monthly

d) whenever required

12. Do you use Amul milk powder all seasons

a) Yes b) No.

13. Are you satisfied with Amul Milk powder

a) excellent b) Satisfied c) Quite-Satisfied d) un-satisfied

14. Does the price Amul Milk powder consume of quality

a) Yes b) No c) Can’t say d0 Not known

15. How did you feel the price of Amul milk powder.

a) very high b) high c) reasonable

16. What are the factor considering when purchase of powder Milk

a) Price b) Brand name c) Availability

17. If you favorate brand is not available at retail out let. What will you do.

a) Go to another retail out let

b) By another brand

c) Post phone your purchase

d) Other.

18. How you come to know about Amul Milk

a) Friends b) News paper c) Films d) other

19. Do you purchase Amul Milk powder brand at promotion offers

a) Some what b) can’t say c) Not known d) can’t recall

20. Which of the promotion offers do you like most.

a) Price discount b) Free coupons c) context d) any other

21. Any Suggestions …………………………………

BIBLIOGRAPHY

Marketing Research : GC Beri

Marketing Management : Philip Kotler

Principles of Marketing : Philip Kotler

www.Google.com

www.Amul.com

C O N T E N T S

CHAPTER-I INTRODUCTION 1-18

Need of the Study

Objectives of the Study

Methodology

Scope and Limitations

Theoretical Frame Work

6

7

8

9

9-18

CHAPTER-II COMPANY PROFILE 19-29

CHAPTER-III DATA ANALYSIS AND INTERPRETATION 30-46

CHAPTER-IV CONCLUSIONS & SUGGESTIONS 47-51

QUESTIONNAIRE 52-54

APPENDIX BIBLIGORAPHY

APROJECT REPORT ON

CONSUMER BEHAVIOUR TOWARDS AMUL POWDERED MILK

With Reference toGujarat Co-operative Milk Marketing Federation Limited

HYDERABAD, Andhra Pradesh

Submitted to Kakatiya University in partial fulfillment

for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

K. VENU(H.T.No.100960200)

Under the guidance of

Md. ALI

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

CHAITANYA P.G. COLLEGE (Affiliated to Kakatiya University)

Kishanpura, Hanamkonda.2009-2011

CERTIFICATE

This is to certify that the Project Report entitled “CONSUMER

BEHAVIOUR TOWARDS AMUL MILK” at GUJARAT CO-

OPERATIVE MILK MARKETING FEDERATION LIMITED

Hyderabad has been prepared by K. VENU under my supervision. She has

completed this project work as per rules prescribed for the partial fulfillment

for the award of the degree of MASTER OF BUSINESS

ADMINISTRATION (MARKETING). It is bonafied work done by her

and has not been submitted either in part or in full for any degree or Diploma

of any University.

Mr. Md. Ali (Project Guide)

DECLARATION

This is to declare that the project report entitled “A STUDY OF

CONSUMER BEHAVIOUR BY GUJARAT CO-OPERATIVE MILK

MARKETING FEDERATION LIMITED, HYDERABAD” is record of

bonafide work carried out by me is submitted in partial fulfillment of the

requirement for the award of degree of MASTER OF BUSINESS

ADMINISTRATION, from Kakatiya University in the year 2009 – 2011.

I also declare that this is the original work done by me and no part of

this work is submitted to any university or institute for the award of any

other degree or diploma.

K. VENU

ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to all

those who have made it possible to accomplish this report work.

I am very much indebted to my project guide Mr. S. SRINIVAS for

attention and valuable suggestions through the work.

I will forever indebted to Mr. CH. SRIHARI RAO Junior Executive of

(Sales) the AMUL SAGAR MILK MARKETING FEDERATION

LIMITED for giving this work and for his co-operation.

I am immensely thankful to all respondent who cooperated with me by

giving necessary information.

Last but not least, I express my sincere thanks to all my friends and

relative for their co-operation.

K. VENU

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