Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at...

7/25/2019 Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at Pune City With Reference to Gujarat Co Operative

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DECLARATION

I, t"e undersi%ned, "ereby decare t"at t"e Project Report entited FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS AMUL

BUTTER IN COMPARISON TO GOWARDHAN BUTTER AT PUNE CITY

#ritten and submitted by me to t"e University of Pune, in partia fufiment of t"e

re0uirements for t"e a#ard of de%ree of )aster of 'usiness Administration under t"e

%uidance of Prof1 is my ori%ina #or+ and t"e concusions dra#n t"erein are based on

t"e materia coected by mysef1

P$%' P)*'

D%+' R''%. S+)/'*+

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ACKNOWLEDGEMENT

)y first t"an+s to a t"ose peope #"o "eped me durin% t"e trainin% and competion of

t"is project report1 T"e ist of suc" peope is indeed e3"austive but a need specia

mentionin%1

Iam t"an+fu to 4 *&aes E3ecutive., #"o "eped me in c"aen%in% my t"ou%"ts for t"e

+een interest s"o#n durin% t"e preparation of t"is report and t"an+fu for %ivin% me an

opportunity to #or+ in t"eir esteemed or%ani5ation1 Aso t"an+fu to 4 *&aes., #"o

"eped me durin% t"e project preparation1

I ta+e t"is opportunity to e3tend my %ratitude for co6operation7 professiona %uidance

and usefu "ep tips provided to me by %uide 4Prof1 #it"out #"ose "ep t"e project

#oud not "ave been competed1 I #oud i+e to e3press my profound %ratitude to $r1

*$irector, .

Iam t"an+fu to a my friends for t"eir vauabe advice and %uidance durin% preparation

of t"is project1

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E0ECUTIVE SUMMARY

In today9s competitive #ord #"ie enterin% in t"e mar+et it is very necessary to "ave

%ood +no#ed%e of t"e potentia of a particuar mar+et1 T"e information re%ardin% t"e

activities of competitor9s e3istin% in t"e mar+et so t"at #e can pan our eac" activity

accordin% to t"at1 It is aso necessary to retain t"e e3istin% customers apart from

attractin% t"e ne# customers1

T"e Project is concern #it" t"e mar+et anaysis of consumer buyin% be"aviour to#ards

Amu butter in comparison #it" (o#ard"an butter in Pune city t"e project incuded as

part of )'A pro%ramme and t"e project is done from :t" )ay to :t" Juy 2;//1

T"e tite of t"e project is IOUR TO?AR$& A)U@ 'UTTER IN CO)PARI&ON TO

(O?AR$-AN 'UTTER AT PUNE CIT= from (ujarat Co6operative )i+ )ar+etin%

!ederation *(C))!., ?a%"oi, Pune1Primary objective of study #as to find factors

affectin% consumers buyin% be"aviour to#ards Amu butter1 And t"e secondary

objective #as toma+e a comparative anaysis bet#een Amu and (o#ard"an butter #it"

reference to ot"er payers in t"e mar+et, to find out t"e reasons for purc"asin% butter, to

+no# t"e usa%e of butter and to +no# t"e fre0uency and source of information for

purc"asin% Amu butter1

Researc" type #as descriptive1 T"e researc" #as done t"rou%" consumer survey1 I "ave

coected t"e primary data t"rou%" 0uestionnaire #"ic" #as fied by me #it" 0uestions

to customers1 Buestions #ere bot" open and cose ended1 )ost of t"e secondary data

#as coected from #ebsite ###1amu1comand ###1%o#ard"anindia1com1 &ampin%

done is nonprobabiity sampin%1 T"e type of sampin% met"od #as convenience

sampin%

In Pune re%ion t"ere are around more payers in of butter manufacturer1 T"ose are i+e

Amu, (o#ard"an, 'ritannia, Nutraite, etc1 and many ot"er oca brands1 As per t"e

findin%s Amu is t"e )ar+et eader and "avin% more t"an D mar+et s"are1 A#areness

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http://www.amul.com/http://www.gowardhanindia.com/http://www.gowardhanindia.com/http://www.amul.com/


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of Amu butter amon% t"e consumers is "i%" because it brand a#areness in t"e pubic

from to many years1

T"e data anaysis "as done area #ise1 It %ives idea about t"e competitors of (o#ard"an

butter1 It %ives information re%ardin% t"eir mar+et s"are1

It #as concuded t"at Amu butter "as a "i%" potentia in t"e mar+et and

it is t"e +no#n to its customers but sti its acceptance is comparativey %ood as ot"er

competitors present in t"e mar+et, because perception of customers to#ards t"e product

is best, most of t"e consumer continuousy usin% ot"er brand and t"ey use mosty in

t"eir day to day brea+fast i+e to use butter on bread and to ma+e pavb"aji1

INDE0

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I NTRODUCTI ON

G

CHAPTER NO1 TITLE PAGE NO1

"1 INTRODUCTION "

1 COMPANY PROFILE 2

31 OBJECTIVES & SCOPE OF STUDY 4

51 RESEARCH METHODOLOGY 2

61 DATA ANALYSIS & INTERPRETATION 34

41 FINDINGS 6

71 CONCLUSION 65

21 SUGGESTIONS 66

81 LIMITATIONS 64

"!1 ANNE0URES

BIBLIOGRAPHY

9UESTIONNAIRE


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R''%. %*/ /'@'$:;'*+ !ood tec"noo%y

F=*%*=%$ '@=' Insurance, credit

M%*)


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In India, rura "ouse"ods consume amost D; percent of tota mi+ production1

T"e remainin% D; percent is sod in t"e domestic mar+et1 Of t"e s"are of mi+ sod in t"e

domestic mar+et, amost D; percent is consumed in fuid form, 8D percent is consumed as

traditiona products *c"eese, yo%"urt and mi+ based s#eets., and /D percent is consumed

for t"e production of butter, %"ee, mi+ po#der and ot"er processed dairy products

*incudin% baby foods, ice cream, #"ey po#der, casein, and mi+ abumin.1

)ost dairy products are consumed in t"e fres" form and ony a sma 0uantity is

processed for vaue addition1 In recent years, "o#ever, t"e mar+et for branded processed

food products "as e3panded1 At"ou%" ony around 2 per cent food is processed in India,

sti t"e "i%"est processin% "appens in t"e dairy sector, #"ere 8D per cent of t"e tota

produce is processed, of #"ic" ony /8 per cent is processed by t"e or%ani5ed sector1

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cornered by t"e middemen, t"e system ensured t"at t"e profit %oes to t"e participants for

t"eir socio6economic upiftment and common %ood1

Recenty t"e Indian cooperative movement %ot a muc" needed faceift1 ?it"

competition snappin% at its "ees, t"e sector #"ic" "as been %overned by arcane a#s

unti t"e recent past #i see a specia provision inserted in t"e companies Act, /KDG1 A

t"e cooperative unions #i be re6 c"ristened cooperative companies7 t"ey #i come

under t"e purvie# of t"e re%istrar of companies, instead of t"e re%istrar of cooperatives1

$airy cooperatives account for t"e major s"are of processed i0uid mi+ mar+eted in t"e

country1 )i+ is processed and mar+eted by /; mi+ producer9s cooperative unions,

#"ic" federate into /D state co6operative mi+ mar+etin% federations1

T"e dairy boardHs pro%ramme and activities see+ to stren%t"en t"e functionin%

of dairy co6 operatives, as producer6o#ned and controed or%ani5ations1 N$$' supports

t"e deveopment of dairy co6operatives by providin% t"em financia assistance and

tec"nica e3pertise, ensurin% a better future for IndiaHs farmers1 Over t"e years, brands

created by cooperatives "ave become synonymous #it" 0uaity and vaue1 'rands i+e

Amu *(C))!., >ijaya *AP., >er+a *Punjab., &aras *Rajast"an.1 Nandini *Larnata+a.,

)ima *Leraa. and (o+u *Lo"apur. are amon% t"ose t"at "ave earned customer

confidence1

S:' :< +.' %: /%=> ::;'%+=@'


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-aryana $airy $eveopment Cooperative !ederation @td1 *-$$C!.

-imac"a Prades" &tate Cooperative )i+ Producers !ederation @td *-P&C)P!.

Larnata+a Cooperative )i+ Producers !ederation @td *L)!.

Leraa &tate Cooperative )i+ )ar+etin% !ederation @td *LC))!.

)ad"ya Prades" &tate Cooperative $airy !ederation @td *)PC$!.

)a"aras"tra Rajya &a"+ari )aryadit $u%d" )a"asan%" *)a"asan%".

Orissa &tate Cooperative )i+ Producers !ederation @td *O)!E$.

Prades"i+ Cooperative $airy !ederation @td *UP. *PC$!.

Punjab &tate Cooperative )i+ Producers !ederation @td *)I@L!E$.

Rajast"an Cooperative $airy !ederation @td *RC$!.

Taminadu Cooperative )i+ Producers !ederation @td *TC)P!.

T.' D%=> C::;'%+=@' N'+:

Incudes /; mi+ unions

Operates in over 88: districts

Covers neary /, ;:DF via%e eve societies

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Is o#ned by neary /2 miion farmer members1 Apart from ma+in% India sef

sufficient in mi+, t"ese dairy co6operatives "ave estabis"ed our country as t"e

ar%est mi+6producin% nation in t"e #ord1

D%=> P:'=*?

T"e $airy Tec"noo%y &ociety of India #as constituted to promote t"e in+a%e

bet#een academia and industry aimed at e3c"an%in% vie#s and providin% a forum for

c"ampionin% t"e cause of $airy Education Researc" at nationa and internationa

eves1 $airyin% is an instrument for c"an%e in socia and economic status of peope in

a country i+e India1 Over t"e ast four decades, t"ere "ave been tremendous c"an%es in

t"e dairy sector of t"is country1

India no# occupies /st position in mi+ production in t"e #ord1 In t"e process of

attainin% t"is distinction t"e $airy Tec"noo%ists of t"e country "ave payed a

monumenta roe1 In t"is a%e of iberai5ation and %obai5ation, t"ere #i be rene#ed

focus on product diversification, vaue addition, 0uaity improvement and e3port

promotion #"ic" #i define a more c"aen%in% roe for t"e professionas en%a%ed in t"e

pursuit of $airy Tec"noo%y and aied sciences1 &uccess in various deveopmenta pans

by various states and nationa a%encies "ave resuted in t"e moderni5ation and buidin%

up a vibrant dairy industry in India1

Avaiabiity of ar%e number of mic" animas and mi+ at t"e competitive prices

provides India certain strate%ic advanta%es %obay1 ?it" t"e iberai5ation of economy

and access to better prices in t"e #ord mar+et ne#er opportunities #oud be emer%in% in

t"e immediate future1 T"ou%" #e "ave occupied /st position in mi+ production in t"e#ord, our contribution to #ord trade is ne%i%ibe1 T"e %ap can be brid%ed by vaue

addition and product diversification1 T"e demand for vaue added foods is bein% driven

by t"e %ro#in% pubic understandin% of t"e in+a%e bet#een diet and "eat", and t"e

interest in sef6 "eat" maintenance, risin% "eat"care costs and advances in food

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tec"noo%y and nutrition1

Increasin%y, medica and nutritiona researc"ers "ave been in+in% food

component to disease prevention and "eat" en"ancement1 $ue to t"e today9s up#ard

consumer a#areness and interest to foo# "eat"y nutrition and dietary strate%y for

ac"ievin% "eat" benefits from foods beyond t"eir basic nutritiona vaue, t"e mar+et for

vaue added foods "as e3panded manifods1 Today9s consumers are increasin%y see+in%

4functiona9 foods for t"eir "eat" and #e bein% as means of nutritiona intervention

in disease prevention1 $airy products enric"ed #it" t"e "eat" attributes of functiona

in%redients #oud be safe and vie#ed as potentia nove foods for "eat" promotion in

t"e ne3t fe# years1

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PROFI LE OF THE ORGANI ATION

N%' (ujarat Co6Operative )i+ )ar+etin% !ederation @imited, ?a%"oi, Pune1

A//' ?a%"oi ?are"ousin%, 28F1 Pune Na%ar Road,

?a%"oi, Pune M F/22;

V==:*

GCMMF will be an outstanding marketing organization, with

specialization in marketing of food and dairy products both fresh and

long life with customer focus and IT inte%rated1 T"e net#or+ #oud consist of

over /;; offices, D;; stoc+iest coverin% at eastevery Tau+a1 -ead 0uarter

servicin% neary /; a+" outets #it" a turnover of `1/;, ;;; Cr and servin% severa

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T"e Amu Pattern "as estabis"ed itsef as uni0uey appropriate mode for rura

deveopment1 Amu "as spurred t"e ?"ite Revoution of India, #"ic" "as made

India t"e ar%est producer of mi+ and mi+ products in t"e #ord1 It is aso

#ordHs bi%%est ve%etarian c"eese brand1 Amu is t"e ar%est food brand in India and

#ordHs @ar%est Pouc"ed )i+ 'rand #it" an annua turnover of U& /;D; miion

*2;;G6;1 Currenty Unions ma+in% up (C))! "ave 21: miion producer members

#it" mi+ coection avera%e of /;1/G miion iters per day1 'esides India, Amu

"as entered overseas mar+ets suc" as )auritius, UAE, U&A, 'an%ades", Austraia,

C"ina, &in%apore, -on% Lon% and a fe# &out" African countries1 Its bid to enter

Japanese mar+et in /KKF did not succeed, but no# it "as fres" pans enterin% t"e Japanese

mar+ets1

COMPANY INFORMATION

T"e (ujarat Cooperative )i+ )ar+etin% !ederation @td, Anand *(C))!. is

t"e ar%est food products mar+etin% or%ani5ation of India1 It is t"e ape3 or%ani5ation of

t"e $airy Cooperatives of (ujarat1 T"is &tate "as been a pioneer in or%ani5in% dairy

cooperatives and our success "as not ony been emuated in India but serves as a modefor rest of t"e ?ord1 Over t"e ast five and a "af decades, $airy Cooperatives in (ujarat

"ave created an economic net#or+ t"at in+s more t"an 21: miion via%e mi+

producers #it" miions of consumers in India and abroad t"rou%" a cooperative system

t"at incudes /8,/F/ >ia%e $airy Cooperative &ocieties *>$C&. at t"e via%e eve,

affiiated to /8 $istrict Cooperative )i+ ProducersH Unions at t"e $istrict eve and

(C))! at t"e &tate eve1

T"ese cooperatives coect on an avera%e 1D miion itres of mi+ per dayfrom t"eir producer members, more t"an ; of #"om are sma, mar%ina farmers

and andess aborers and incude a si5eabe popuation of triba fo+ and peope

beon%in% to t"e sc"edued casts1 T"e turnover of (C))! *A)U@. durin% 2;;: 6;K

#as G1// biion1 It mar+ets t"e products, produced by t"e district mi+ unions in 8;

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dairy pants, under t"e reno#ned A)U@ brand dairy pants "avin% processin% capacity

in e3cess of / miion @itres per day1 T"e farmers of (ujarat o#n t"e ar%est state of t"e

art dairy pant in Asia 6 )ot"er $airy, (and"ina%ar, and (ujarat 6 #"ic" can "ande 21D

miion itres of mi+ per day and process /;; )Ts of mi+ po#der daiy1

$urin% t"e ast year, 81/ biion iters of mi+ #as coected by )ember Unions

of (C))!1 -u%e capacities for mi+ dryin%, product manufacture and catte feed

manufacture "ave been instaed1 A its products are manufactured under t"e most

"y%ienic conditions1 A dairy pants of t"e unions are I&O K;;/ 62;;;, I&O 22;;;

and -ACCP certified1 (C))! *A)[email protected] Tota Buaity )ana%ement ensures t"e

0uaity of products ri%"t from t"e startin% point *mi+ producer. t"rou%" vaue c"ain unti

it reac"es t"e consumer1 Ever since t"e movement #as aunc"ed fifty6five years a%o,

(ujaratHs $airy Cooperatives "ave brou%"t about a si%nificant socia and economic

c"an%e to our rura peope1 T"e $airy Cooperatives "ave "eped in endin% t"e

e3poitation of farmers and demonstrated t"at #"en our rura producers benefit, t"e

community and nation benefits as #e1

T"e (ujarat Cooperative )i+ )ar+etin% !ederation @td1 cannot be vie#ed

simpy as a business enterprise1 It is an institution created by t"e mi+ producers

t"emseves to primariy safe%uard t"eir interest economicay, sociay as #e as

democraticay1 'usiness "ouses create profit in order to distribute it to t"e s"are"oders1

In t"e case of (C))! t"e surpus is pou%"ed bac+ to farmers t"rou%" t"e $istrict

Unions as #e as t"e via%e societies1 T"is circuation of capita #it" vaue addition

#it"in t"e structure not ony benefits t"e fina beneficiary 6 t"e farmer 6 but eventuay

contributes to t"e deveopment of t"e via%e community1 T"is is t"e most si%nificant

contribution t"e Amu mode co 6operatives "as made in buidin% Nation1

O?%*=%+=:*%$ C.%+

Or%ani5ation &tructure is divided into t#o parts

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E3terna Or%ani5ation &tructure

Interna Or%ani5ation &tructure

E+'*%$ O?%*=%+=:* S+)+)'

E3terna Or%ani5ation &tructure is t"e or%ani5ation structure t"at affects t"e

or%ani5ation from t"e out side1

S+%+' M%'+=*? L'@'$ F'/'%+=:*

D=+=+ M=$ P:/)+ U*=:* L+/1 V=$$%?' M=$

P:/)+ U*=:* L+/1

V=$$%?'

As #e +no#, (C))! is unit of (ujarat )i+ )ar+etin% !ederation, #"ic" is

a co6 operative or%ani5ation1 T"e via%ers of more t"an /;;;; via%es of (ujarat are t"e

bases of t"is structure1 T"ey a ma+e via%e mi+ producers union, district eve mi+

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producers union and t"en a state eve mar+etin% federation is estabis"ed1 T"e structure

is ine reations"ip, #"ic" provides easy #ay to operation1 It aso provides better

communication bet#een t#o sta%es1

I* +'* %$ O?%* =%+=:* S+) +) '

T"e foo#in% is interna or%ani5ation c"art of Amu Or%ani5ation &tructure C"art

C"airman

)ana%in% $irector

(enera )ana%er

Asst1 (enera )ana%er

!inance Production )ar+etin% &aes Purc"ase Personne

$ept1 $ept1 $ept1 $ept1 $ept1

&enior &enior &enior &enior &enior

)ana%er )ana%er )ana%er )ana%er )ana%er

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!inance Production )ar+etin% &aes Personne

)ana%er )ana%er )ana%er )ana%er )ana%er

Accountant Officer )ar+etin% Officer P1R1!

E3ecutive

Officers &upervisor !1&1R1 &aesmen E3ecutive

A systematic #e6defined or%ani5ation structure pays a vita roe

provides accurate information to t"e top6eve mana%ement1 An or%ani5ation structure

defines a cear6cut ine of aut"orities responsibiities amon% t"e empoyees of

(C))!1 T"e Or%ani5ation structure of Amu is #e6arran%ed structure1 At a %ance a

person can competey come to +no# about t"e or%ani5ation structure1

Amu is eaded by t"e director under "im five branc"es vi51 !actory,

)ar+etin%, Accounts, Purc"ase, -uman Resources $epartment1 !actory department "as

a separate %enera mana%er under "im t"ere are si3 brac"es vi51 Production, &tores,

$istribution, Cod &tora%e, Buaity, and $eep6free5in%1 T"is department ta+es care of t"e

factory #or+1 )ar+etin% department "as re%iona senior mar+etin% mana%er and under

"im t"ere is a re%iona mana%er1 T"is department ta+es care of t"e mar+etin% aspects of

Amu1

Accounts department ta+es care re%ardin% accounts i1e1 day6to6day #or+1

Under t"e accountant t"ere is one cer+1 Purc"ase department ta+es care re%ardin% t"e

purc"ase of ra# materias and many ot"er t"in%s1

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C)'*+ +%+) :< +.' :?%*=%+=:*

T%+' :< I*/=% :' =$$=:* /:$$% =$'+:*'

(C))! #"ic" mar+ets t"e popuar Amu brand of mi+ and dairy products

crosses yet anot"er andmar+ in its on% and iustrious "istory1 T"e resuts of t"e ape3

body of t"e dairy cooperatives in (ujarat #ere decared on 2/st June 2;//, in t"e 8t"

Annua (enera )eetin% of (C))!1 T"e or%ani5ation #"ic" symboi5es 4taste of India9

ac"ieved a "istorica miestone by crossin% t"e 2 biion doar mar+1 $urin% t"e financia

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year 2;/;6//, (C))! re%istered impressive topine %ro#t" of 221/, ac"ievin%

turnover of ` KF crores1

?"ie commentin% on t"e resuts, &"ri Part"ib"ai (1 '"ato, C"airman,

(C))! informed t"at t"is performance is even more remar+abe, #"en vie#ed from t"e

perspective t"at t"e or%ani5ation #as abe to ac"ieve / biion doar turnover in t"e 88rd

year of its formation #"ie it too+ ony just four more years to add anot"er / biion doar

to its turnover1 Turnover of (C))! re%istered CA(R of 28 durin% t"e ast F years1$urin% t"e year 2;/;6//, (C))! paid `:8FD crores to its 8; a+"s farmer members1

Payout to farmers aso re%istered 28 CA(R in ast F years1

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F)+)' P$%* :< +.' A)$

E3pansion of distribution net#or+, creative mar+etin%, consumer education and

product innovation, #e #i evera%e effectivey on risin% income eves and

%ro#in% affuence amon% Indian consumers1

Tappin% t"e risin% demand for ne# vaue 6added products1

)i+ s"ed area #i increase to 28/ a+" +% per day *281/ miion +% per day., at

an annua %ro#t" rate of F1

Instain% 'u+ )i+ C"iers and Automatic )i+ Coection &ystems in a our

via%e cooperative societies1

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Coect as muc" as /KD a+" +% per day */K1D miion +% per day. of mi+ in t"e

pea+ fus" season1

&ateite dairies #it" combined processin% and i0uid mi+ pac+a%in% capacity of

DO LP$ #i be estabis"ed in major metro mar+et

?e pan to doube to processin% capacity of our dairy pants to 2O1 miion +%

per day, by 2O2O

)i+ dryin% capacity #i aso be en"anced by 2OO )THs per day

Pan to e3pand our catte feed manufacturin% capacity, more t"an four times to

/2, OOO )THs per day, by 2O2O1

Tota investments envisa%ed for creatin% a t"e re0uired infrastructure #oud be 1

2,GOO crores *2G biion. ti t"e year 2O2O

?e are e3pandin% our processin% and pac+a%in% capacity to meet %ro#in%

demands1 !or starters, #e are settin% up additiona processin% faciities in $e"i

and )umbai1 Currenty, #e ead t"e pac+ #it" t"e production of D; a+" iters per

day1

A%/ :< A)$

AMUL - THE TASTE OF INDIA (GCMMF# RECEIVES INTERNATIONAL CIO

"!! AWARDS FOR RESOURCEFULNESS

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(C))! is a #inner of t"e presti%ious internationa CIO /;; a#ard from

I$(Hs CIO )a%a5ine, U&A1 T"e 2;;8 CIO /;; a#ard reco%ni5es t"e or%ani5ations

around t"e #ord t"at e3ce in positive business performance t"rou%" resourcefu IT

mana%ement and best practices1 T"is CIO Internationa IT e3ceence A#ard "as

reco%ni5ed t"e Cooperative )ovement its @eaders"ip under t"e Amu brand,initiated by $r1 > Lurien, )i+man of India, #"o9s main )otto is to buid Indian &ociety

economicay iteray stron% t"rou%" innovative cooperative resourcefu net#or+, so

as to provide 0uaity service products to t"e end consumers and %ood returns to t"e

farmer members1

T"is a#ard "as aso %iven direction t"at IT need to be encoura%ed adopted

more more at %rass root eve and brid%e t"e di%ita divide t"rou%" proper trainin%, re6trainin% so as to brin% radica c"an%e benefit to t"e Indian society1 It "as aso

reco%ni5ed t"e )ana%in% $irector, )r1 ' ) >yas, #"o "as ta+en IT initiative by

settin% t"e direction (C))! as IT Company in !ood business1 It "as aso inspired

a t"e empoyees of (C))! Enterprise to sustain t"e c"aen%es as a C"an%e A%ent

by e3cein% t"eir IT s+is in order to transform t"e peope around t"em to#ards

IT Inte%ration *e6>ision. on bot" t"e ends of suppy c"ain *>ia%e eve !armer to end

consumer.1 T"is a#ard aso motivated t"e eac" every member dairy, AmuHs #"oesae

distributors, retaiers, transporters and suppiers #"o "ave supported #"oe6"eartedy t"e

IT initiatives of (C))!1

A)$ B%? I*+'*%+=:*%$ D%=> F'/'%+=:* A%/

2G


27/71

?"en #e are about to ceebrate arnim (ujarat, Amu "as brou%"t one more

aure not ony for (ujarat, but for #"oe of India At a ceebratory %aa dinner at t"e

Lni%"tHs -a, Residen5 Paace, &a5bur%, Austria on 2: Apri 2;/;, attended by over /D;

dairy industry representatives from a over t"e #ord )r1 Ric"ard $oye, President,

Internationa $airy !ederation, presented an a#ard to &"ri Part"ib"ai '"ato, C"airman,

and $r1 &1 T1 $esai, (enera )ana%er *Cooperative &ervices and Administration.,

(C))! *(ujarat Co6operative )i+ )ar+etin% !ederation @td1.1 T"e a#ard #as %iven

to (C))! *Amu. for t"e best environmenta initiative in t"e sustainabiity cate%ory

durin% t"e Ft" (oba $airy Conference "ed from 2t" Apri to 2Kt" Apri 2;/; at

&a5bur% Con%ress Centre, Austria1

I$!, every year %ives dairy innovation a#ards to its members in various

cate%ories i+e brand and products, nutrition and "eat", sustainabiity, pac+a%in%,

in%redients and mar+etin%1 T"e inau%ura a#ards pro%ramme attracted over /; entries

from 2K countries in /2 cate%ories, desi%ned to re#ard and c"ampion innovation and

e3ceence in t"e %oba dairy industry1

T"e a#ard "as been %iven to Amu by I$! for its environmenta initiative for

tree pantation1 1 As a first step on /Dt" Au%ust 2;; t"e mi+ producers of more t"an

/D,;;; via%e dairy cooperative societies panted /:1K a+" tree sapin%s across /K

districts of (ujarat, after t"e fa% "oistin% ceremony1 Initiay One member, one tree

2


28/71

pantation #as t"e basis1 Inspired by t"e t"umpin% success, t"ey carried out simiar

e3ercise on /Dt" Au%ust 2;;: on one member, t"ree tree pantation basis, in

#"ic" D21F a+" tree sapin%s #ere panted1

R=@%$

(o#ard"an, founded by Para% mi+ !oods Pvt1 @td1 in /KK2, is one of IndiaHs

ar%est private dairies, #it" an output capacity of /,;;;,;;; iters per day1 @ocated in a

us" %reen via%e caed )anc"ar in )a"aras"tra *G; +m from Pune., #e pride ourseves

on o#nin% t"e ar%est co# farm in India as #e as AsiaHs ar%est c"eese pant1

2:


29/71

(o#ard"an manufactures dairy products t"at are not just /;; natura, but aso

i%"ter and ric" in cacium1 T"atHs because t"e mi+, procured from its o#n co# farm 6 t"e

ar%est in Asia 6 is /;; natura co#Hs mi+1 ?"atHs more, t"e use of atest European

tec"noo%y in our manufacturin% units ensures superior 0uaity and fres"ness of our

products, %ivin% t"em t"e uni0ue (o#ard"an taste and favor1

?e are an I&O K;;; and A()ARL certified company, committed to

internationa standards of product 0uaity1 Our product portfoio incudes &+im )i+

Po#der, ?"oe )i+ Po#der, ("ee, Processed C"eese, 'utter, $a"i, proprietary foods

i+e $airy ?"itener and (uab Jamun )i3 po#der under t"e brand names of

(o#ard"an and H(oH ,a made from /;; fres" co# mi+1

I*

Our commitment to 0uaity and innovation "as resuted in "u%e investments in

infrastructure and tec"noo%y1 Our inte%rated dairy and co# farm at )anc"ar, is rapidy

scain% up to cater to t"e ever e3pandin% circe of customers in India, #"o see+ a6

natura, #"oesome and deicious dairy products1

D%=> P$%*+, M%*.%, P)*'

T"e e3tensive ran%e of our products is processed at t"is utra modern dairy1 Our

dairy pant is fuy automated, of internationa standards and e0uipped #it" t"e best

European tec"noo%y1 Ri%"t from reception of mi+ to t"e finis"ed product, #e maintain

strict no6"uman6contact t"rou%" t"e entire manufacturin% process1 Our pant c"urns out

/,;;;,;;; itres of mi+ per day, "as an output capacity up to /; )T of butter, 2D )T of

%"ee and /; )T of da"i *yo%"urt. and GD )T of mi+ po#der1

M:+=$%$ O%$ V'*+)' =*@'+'/ 4!!* =* P%%? M=$ F::/

2K


30/71

!unds mana%ed and advised by )otia Os#a >enture Capita Advisors

Private @imited *CAP@. and its associates, "ave invested Rs1 G;; miion in

Para% )i+ !oods Pvt1 @td *


31/71

/KG;s /K;s to sef6reiance1 India is t"e ar%est mi+ producin% country in t"e #ord,

foo#ed by U&A, Russia, (ermany and !rance1

Accordin% to $airy 'oo+ 2;;, )i+ production in 2;;D #as around KF mn tonnes and

is estimated to be over /;; mn tonnes currenty #it" an annua %ro#t" rate of F1 Co#

mi+ constitutes about F/ of tota annua mi+ production inIndia and "as started to

create a stron% nic"e as compared to buffao or mi3ed mi+1

)umbai based Investment 'an+ 6 @adderup Corporate Advisory Private @td1

acted as t"e e3cusive financia advisors to Para% for t"e dea1

P:/)+

C:;'+=+=:* +: A)$

8/


32/71

OBJECTIVES & SCOPE OF STUDY

O'+=@' :< +.' +)/>

P=%> O'+=@'

To find out factors affectin% consumers buyin% be"aviour to#ards Amu butter1

S':*/%> O'+=@'

To ma+e a comparative anaysis bet#een Amu and (o#ard"an butter #it"

reference to ot"er payers in t"e mar+et1

To find out t"e reasons for purc"asin% butter1

82


33/71


34/71

Inade0uate information, miseadin% ans#ers t"at mi%"t affect our concusion

RESEARCH METHODOLOGY

"1 R''%. M'+.:/:$:?>

T"e researc" #as conducted from Kt")ay to :t"Juy 2;//1 T"e researc"es incude

meetin%s #it" t"e consumers1 It incuded preparation of t"e 0uestionnaire to be ans#ered

by above peope for +no#in% t"e competitive position of Amu in t"e mar+et1 T"e vie#s

of t"e parties #ere recorded in t"e researc" as per t"e 0uestionnaire set by me1

1 D%+% C:$$'+=:* M'+.:/

I "ave used survey met"od for data coection1 &urvey is t"e most commony

used met"od1

8F


35/71

31 D%+% S:)'

A# P=%> D%+%

T"e primary data #as coected t"rou%" 0uestionnaires1 T"ey #ere fied usin%

t"e sc"edued met"od of data coection by t"e researc"er1 -erein, !ace6to face

intervie#s #ere conducted bet#een our researc" e3ecutive and a respondent1 $ata #as

coected t"rou%" a survey1 T"e 0uestionnaire #as prepared considerin% various

parameters and t"us "ad a mi3 of o pen and cose6ended 0uestions usin% various scaes to

measure t"e responses and dra# easy concusions from t"e study1

T"e researc" #oud eave very itte room for any discrepancy or

misinterpretation of t"e as+ed 0uestions since researc"er #oud intervie# t"e respondents

face 6to6face and so aso %ive an insi%"t into t"eir body an%ua%e of t"e respondents

ma+in% use of observation tec"ni0ue aon% #it" t"e survey met"od1 Aso observation

tec"ni0ue #as used to study consumer be"aviour patterns as retai outets1

B# S':*/%> D%+%

I coected data from ma%a5ines, ne#spaper and different #ebsites1 T"e

secondary sources #ere used ony for coectin% information re%ardin% t"e sampe7

t"ey #ere "o#ever not used for anaysis1

S%;$=*?

S+'; " D'


36/71

specific sampe %roup coverin% a t"e decision 6ma+ers in t"e case of butter1

S+'; S;'= +.' S%;$=*?

C"andan Na%ar '"aji )ar+et

C"andan Na%ar L"aradi Road

L"aradi (aon

8G


37/71

P:;)$%+=:* C:@''/

F: C)+:' )@'>

-ome6ma+ers

?or+in% professionas *mae and femae.

'ac"eor students *mae and femae.

&enior citi5en *mae and femae.

T::$ U+=$='/

Percenta%e Anaysis

(rap" C"art

51 R''%. I*+)'*+

A# 9)'+=:**%=' M'+.:/

T"e researc" instrument #as t"e structured 0uestionnaire desi%ned for t"e

respondents1 T"e 0uestionnaire #as for t"e consumers t"ere #as a different set of

0uestionnaire1 T"ere #ere aso t"e area maps1

T>;' :< 9)'+=:*

8


38/71

T"e second important aspect in t"e desi%nin% a 0uestion is to decide #"ic"

types of 0uestion are to be used1 Buestion can be cassified in various #ays1

Buestionnaire contains foo#in% type information6

O;'*-'*/'/ )'+=:*

M)$+=;$'-.:=' 9)'+=:*

P.%=*? :< 9)'+=:*

In 0uestionnaire, I try to p"rase t"e 0uestion in o%ica #ay1 !or e3ampe I

arran%e 0uestion in se0uence as persona information, income, product preferences, and

finay reated to feedbac+1 'ot" t"e 0uestionnaire consists of a t"ree types of 0uestion1

)osty a 0uestions are mutipe type 0uestions1 T"ere is ony one open6ended type

0uestion1

P':*%$ I*+'@='

It is direct form of investi%ation, invovin% face6to6face communication #it"

free feedbac+ information1 It offers a sense of participation1 It is more fe3ibe form of

data coection1 Use of unstructured, open6end 0uestions is possibe1 Rate of refusa is

o#1 $ept" intervie# is possibe1 Compe3 0uestions can be as+ed1

T"e intervie# can "ave 0uestions to secure more information1 Observation

approac" can be combined to verify a%e, income, status, standard information1 >isua

aids in t"e form of catao%ues sampes etc1 can be used to %et vie#s, opinions, and

attitudes of responder1

8:


39/71

P:/)+


40/71

Product Name Amu 'utter

$escription Amu 'utter *)ade of pure mi+ !AT.

Pac+in% /;;%, D;;%, D;%, 2;%, :1/%

P:/)+

S;'=

)ar+et s"are of Amu butter is around :G

)ar+et presence 6 avaiabe in over D;;,;;; retai outets across India1

Amu butter is made from6 butter, common sat, permitted natura coor

*annatto.

Amu comes under !)C( sector1

F;

N)+=+=:*%$ I*


41/71

)ar+et Presence

D ' :? %;.=

A%e6D yrs6

:; yrs1 &e3 6 No bar

Income6 @o# to "i%"

Occupation 6Any sector *not necessary. Education 6 @o#er to "i%"er

P > . :? %;.=

Personaity 6 No discrimination1

@ife stye 6 A basic norma ife to "i%" cass ivin% standard

'uyin% )otives 6 It is %eneric #it" butter cate%ory, reno#ned butter avaiabe in

mar+et, oved by a consumers1

P:/)+ A*%$>,=,

Product &pecification M )eets A()ARL standards and 'I& specifications1

No1I&8GK;KK21

Product personaity 6 It is a unise3 product1

U&P6 is its taste1 Amu butter is made from fres" cream by modern continuous butter

ma+in% mac"ines *purey ve%etarian.1

F/


42/71

DATA ANALYSI S AND I NTERPRET ATION

9 " W.=. :;%*> )++' /: >:) ;).%'

T%$' N:1 "

C)+:' R';:*' :* B)++' P).%'/

F2


43/71

G%;. N: "

I*+';'+%+=:*

T"e above %rap" s"o#s t"at from t"e /;; respondents F: customers purc"ase

Amu, 2: (o#ard"an, 'ritannia, K Nutraite, 2 -ome )ade and G Ot"ers butter

i+e )ot"er $airy, C"etna Etc1

)ost of t"e customers purc"ase Amu butter1

F8

S1 N:1 B%*/ :< B)++' N:1 :< C)+:' P''*+%?' (#

/1 Amu F: F:

21 (o#ard"an 2: 2:

81 'ritannia

F1 Nutraite K KD1 -ome )ade 2 2

G1 Ot"ers G G

T:+%$ /;; /;;


44/71

9 W.> /: >:) ;'


45/71

Price K /; G 8 /

Taste 8F /F / D 2

>ariety 8 / / / /

Nutritiona

>aue

2 8 / / /

N:1 : +=' /: >:) )> A)$ B)++'

T%$' N:14

F')'*> :< ;).%=*? )++'

F')'*> ::) '' :' *:1 :< A/@'+=''*+ :* A)$ & G:%/.%*

T%$' N:12

T==*? :< %/@'+=''*+

T=' A)$ A/@'+=''*+ G:%/.%* A/@'+=''*+

)ornin% times : times

Afternoon // times 8 times

Evenin% F times /; times

Ni%"t / times 2 times

G%;. N:12

I*+';'+%+=:*

Amu / customers sa# more number of Amu9s advertisements in Ni%"t aftert"at in Afternoon aso1 'ut accordin% to customer in Evenin% t"ey sa# very ess

number of Amu9s advertisement1

(o#ard"an /; customers said t"at, t"ey sa# more numbers of (o#ard"an9s

D2


53/71

advertisements in evenin% and : in mornin%1

Amu "as stron% advertisement promotions on teevision t"an (o#ard"an1

9 8 W.%+ /=


54/71

of customer1

After Buantity 8/ s"o#s t"at customer do or not buy butter because of Buaity

difference bet#een Amu and (o#ard"an1

9 "! C%* >:) '%$$ $%+'+ A)$ : G:%/.%* %/@'+=''*+

T%$' N:1"!

R'%$$ :< %/@'+=''*+

R'%$$ :< A/@'+=''*+ A)$ G:%/.%*

=es 2G /8

No 2/ /K

G%;. N:1"!

I*+';'+%+=:*

(rap" s"o#s t"at 2G customers remembered Amu9s advertisement and /8

customers remembered (o#ard"an9s advertisement1

2/ customers did not remember Amu9s advertisement and /K customers did not

DF


55/71

remember (o#ard"an9s advertisement1

As compare to (o#ard"an Amu "as stron% media a#areness1

9 "" W.: =$$ ' +.' '++' :;'+=+: +: A)$

T%$' N:1""

C:;'+=+: +: A)$ )++'

C:;'+=+: +:

A)$

G:%/.%* B=+%**=% N)+%$=+' O+.'

T.=*=*? : /: >:)


59/71

I*+';'+%+=:*

Above %rap" s"o#s t"at DD customer t"in+ t"at (o#ard"an butter is ac+in%

be"ind compare #it" Amu butter because of ess promotion and /: customer

t"in+ t"at because of "i%" price1

FINDINGS

/1 As per my researc", t"e consumption of butter is predominant in amost every

"ouse"od #it" t"e "andfu e3ception of a fe# #"o cited "eat" issues

i+e c"oestero, "yper tension etc1

21 ?"en as+ed #"at first came to t"eir mind on mentionin% t"e #ord butter1 )ost of

t"e respondents recaed Amu because of its taste and %eneric brand status1 Aso

it #as seen t"at "eat" issues i+e caories, fat, c"oestero #as a major

concern amon%st a substantia number of "eat" conscious and t"e midde 6a%ed

consumers1 Respondents aso recaed t"e various products t"ey

associatedconsumed butter #it"1

DK


60/71

81 )y survey indicated t"at majority of our respondents #ere Amu oyaists1

(o#ard"an #"ic" is a substitute of butter seems to be penetratin% t"e mar+et at a

rapid eve, t"e major reason bein% t"at itHs considered "eat"ier1 'ritannia seemed

to "ave a sma yet very oya customer se%ment1 )ost associated mot"er diary

#it" dairy products rat"er t"an butter1

F1 ?"en t"e respondents #ere as+ed to mention #"at t"ey associated t"eir brand

#it" most Amu oyaists seemed to reca t"e mascot, foo#ed by t"e so%an,

taste and advertisin% campai%ns *especiay t"e paper advertisin%.1 (o#ard"an

#as associated #it" "eat" by its consumers1 And 'ritannia received mi3ed

responses i+e taste, pac+a%in% and pricin% by its consumers1

D1 T"e taste and t"e brand name #ere t"e infuencin% factors be"ind t"e purc"ase of

butter1 T"e advertisin% and t"e price emer%e second1

G1 ?"en t"e various parameters of butter as a product #ere researc"ed, our findin%s

s"o#ed Amu to be t"e cear #inner foo#ed by (o#ard"an, Nutraite and

'ritannia respectivey1 -o#ever, most consumers found t"e Amu pac+a%in% to

be dissatisfactory and %ave (o#ard"an better score on t"e pac+a%in% front1

Nutraite ost out on t"e taste factor, as most consumers %ave it t"e o#est score as

far as taste is concerned1

1 In most "ouse"ods butter #as purc"ased on a #ea+y basis aon% #it" t"e ot"er

%roceries1 T"e "ouse"ods #"o reported a comparativey o#er consumption

bou%"t it on a mont"yfortni%"ty basis as and #"en needed1

:1 A dominant se%ment of respondents purc"ased t"e /;;%m pac+ as it #as more

economica and a once in a mont" purc"ase1 T"e smaer pac+s #ere bou%"t by

students and for convenience purposes1

G;


61/71

K1 )ost respondents #ere reativey una#are about t"e e3act amount

spent specificay on butter as it #as a part of t"e mont"y %roceries1 )ajority

stated t"at t"ey spent *s D; 6;; on butter mont"y1

/;1 ?"en as+ed about t"eir brand e3perience, t"e respondents #"o cited very %ood as

a response #ere dominanty Amu consumers, #"ie responses #"o cited (ood

and neutra #ere consumers of ot"er brands i+e 'ritannia, (o#ard"an and

Nutraite1

//1 ?"en as+ed about additiona features in t"eir brand, o#er caorie eves #ere t"e

dominatin% response1 Aso, better pac+a%in% *in t"e case of Amu., o#er prices

and unsated variants #ere t"e ot"er factors t"at emer%ed1

/21 A#areness eves about t"e substitutes for butter #ere divided1 Nutraite and

(o#ard"an #ere t"e primary responses t"at came to t"e respondent9s mind, #"ie

t"e ot"ers incuded imported substitutes and ot"er spreads1

/81 T"e consumption of 'utter in "ouse"ods #as primariy as a spread, foo#ed by a

sma mar%in of "ouse"ods #"o used it for coo+in% and ba+in% purposes1

CONCLUSION

/1 T"is researc" "as been instrumenta in findin% t"e Indian consumersH

response to t"e various brands of butter and in studyin% t"e butter industry of

India in %enera1 $espite "eat" "a5ards, Indian +itc"ens continue to consume

butter, "o#ever sparin%y1 Indian consumers #"o "ave tried o# 6fat 5ero6

c"oestero butter substitutes "ave not found t"e taste satisfactory, and demand a

product t"at tastes more i+e butter and does not "ave a distinct processed taste1

21 Aso, t"e demand for unsated butter is sma but si%nificant, as t"e "i%" sodium

content in pac+a%ed butters "as been a source of #orry for patients of "i%" bood

G/


62/71

pressure1 T"is coud aso be t"e resut of e3perimentin% #it" ne# cuisines as

most ba+ed desserts ca for unsated butter1 In terms of brand reca, ony t#o

brands "ave so far made t"eir presence fet in t"e Indian mar+et1 T"e former bein%

Amu, #"ic" c"an%ed t"e concept of HbutterH t"rou%" "i%"y strate%ic advertisin%

and t"e atter 6 HNutraiteH and 'ritannia 6 t"e butter substitute t"at "as occupied

t"e pace of pride on t"e tabes of t"e ean and "eat"6conscious1 )ost consumers

associate HAmuH #it" taste and HNutraite #it" H"eat"H1

81 ?"ie taste and pricin% #as t"e decidin% factor for most consumers, a si%nificant

section commented on t"e poor pac+a%in% 0uaity of some brands i+e Nutraite as

compared to (o#ard"an, #"ic" provides containers for t"e butter1 )ost

consumers demanded a o# 6 fato#6c"oestero variant of t"eir e3istin% brand,

t"us confirmin% t"at t"e need of todayHs butter consumerHs in India is a "eat"y

yet tasty product, #"ic" ma+es it an open opportunity for a ne# brand to

come and ta+e over before t"e e3istin% brands can reposition1

SUGGETIONS

/1 Amu "as a reativey %ood distribution net#or+, but sti company is not abe to

fufi t"e demand of outet in t"e pea+ season #"en demand is very "i%"1 -ere

company s"oud consider on t"e suppy of product in t"e pea+ season1

21 Amu s"oud ta+e care of t"eir %ood#i of company mar+et any dama%e product

se in t"e open mar+et it may be effect company reputation1

G2


63/71

81 (iven t"e fact t"at mar%in offered to t"e retaier is not simiar in t"e case of t"e

competitor9s product1 !or t"is fact, t"e company s"oud %ive %ood mar%in to t"e

retaiers t"an t"e competitors1

F1 Company s"oud aso %ive t"e repacement offer to t"ose outets #"ic" is runnin%

#it" sma business1

D1 Ony fres" product s"oud be suppy in t"e outet1 T"e main cause of t"e suppy of

fres" product is t"at customer a#ays #ants fres" product1 T"ey don9t #ant to

ta+e 8 or F days od product1

G1 Company s"oud aso tar%et t"e consumer by offerin% discount coupons or pens

spoon free offer or some ot"er innovative viabe for attractin% t"em1

LIMITATIONS

/1 T"e survey is imited ony for t#o #ards C"andan Na%ar and L"aradi1

21 Time period of t"e project #as : #ee+s, #"ic" may not be enou%" to understand

t"e #"oe mar+et1

G8


64/71


65/71

A1 )ar+etin% mana%ement Loter P"iip, Leer Levin, /8t", &out" edition

Los"y Abra"am, J"a )it"ies"#ar

'1 Researc" )et"odoo%y Lot"ari C1R

WEBLIOGRAPHY

W'$=:?%;.>

###1amu1com

GD


66/71

###1%o#ard"anindia1com

###1indianfoodindustry1net

###1#i+ipedia1or%

###1scibd1com

###1amu1tv1com

###1moneycontro1com

9UESTIONNAIRE

Persona detai

Name

Address

A%e

GG


67/71

(ender

Occupation

Income p1a1

Tota famiy member

Buestions

B 1/. #"at +ind of butter you buyS

Amu 'ritannia (o#ard"an

Nutraite -ome M made

B12. #"y do you prefer particuar brandS

Price Taste

>ariety Nutritiona >aue

B18. "o# you come to +no# about t"is productS

Advertisement Ne#spaper

&ampe )a%a5ines

B1F. #"ere do you normay buy Amu product fromS

@oca mar+et Retai mar+et

B 1D. did you ever use any ot"er 'randS

=es No

G


68/71

B 1G. #"ic" 0uantity do you normay buyS

/;; %m D;; %m

/ +% D +%

B 1. "o# many times do you buy Amu 'utterS

2 times in #ee+ once in #ee+

On specia occasion ot"ers

B 1:. for #"at purpose do you butter mostyS

On roti On '"aji

On bread On dosa

B 1K. $o you reca advertisement of Amu butterS

=es No

B 1/;. at #"at time you see more no1 of advertisement on AmuS

)ornin% Afternoon

Evenin% Ni%"t

B 1//. at #"at time you see more no1 of advertisement on (o#ard"anS

G:


69/71

)ornin% Afternoon

Evenin% Ni%"t

B 1/2. #"at difference you see in bot" t"e productS

Buaity Buantity Promotion

&i5e Price

B 1/8. Can you reca atest Amu advertisementS

=es No

B 1/F. #"o #i be t"e better competitor to AmuS

(o#ard"an 'ritannia

Nutraite Ot"er

B 1/D. $o you find t"at Amu butter "avin% "i%" c"oesteroS

=es No

B 1/G. If Amu come #it" o# c"oestero did you accept itS

=es No

GK


70/71

B1 /. $o you t"in+ t"at t"e present cost of product #"ic" you p refer is costyS If yes

#"at #i be your idea price ran%e for /;;%m butter pac+S

/K to 22 28 to 2D

2G to 2:

B1 /:. ?oud you prefer to s#itc" to butter of ant"er brand if it is c"eaper t"an your

preferred brand #it"out any c"an%e in 0uaity tasteS

=es No

B 1/K. is t"ere anyt"in% t"at you fee ac+in% in your preferred brand

=es No

B 12;. $ou you fe t"at company s"oud c"an%e t"eir brand nameS

=es No

B 12/. Amu product #it" t"e Red and yeo# coure pac+in% its #or+ in t"e mar+et or

notS

=es No

B 122. ?"y do you fe (o#ard"an brand is not as #e, dairy product in mar+et ascompare to AmuS

@o# 0uaity &ma si5e -i%" price

@ess promotion Probem in pac+in%

;


71/71

B 128. If company %ives 2;off to customers #i it "eps to %ro#t" of sein% of

company productS

=es No

Date post:	28-Feb-2018
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Factors Affecting Consumer Buying Behaviour Towards Amul Butter in Comparison to Gowardhan Butter at...

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