Harshit Agnihotri Amul Milk & Milk Product

8/13/2019 Harshit Agnihotri Amul Milk & Milk Product

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Summer Training Project ReportOn

A STUDY OF MARKET SHARE & CONSUMER

PERCEPTION REGARDING AMUL MILK &

MILK PRODUCTS IN KANPUR

Submitted of Partial Fulfillment for the Degree of

Masters of Business Administration

(MBA -2013-2014)

Under The Guidance of:- Submitted By:-

Miss. Venus madan Harshit Agnihotri

Roll No. 1241970022

PRABHAT ENGGINERINGCOLLEGE


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INSTITUTE CERTIFICATE


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COMPANY CERTIFICATE


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ACKNOWLEDGEMENT

The making of this project has been a great experience for me on AMUL India Ltd. (Sales

and Marketing) during partial fulfillment of my course.

I like to thank Mr. S.P. Srivastava , Sr. DGM (Marketing), Office-in charge, AMUL,

Kanpur for give me an opportunity to do my training in their organization and helping me

painstakingly.

I am thankful for providing me guidance Miss. Venus madan, MBA Faculty guide.

Last but not least I would also thankful to all AMUL family and retailers who helped me

during my project work.


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DECLARATION

The summer project on A STUDY OF MARKET SHARE & CONSUMER

PERCEPTION REGARDING AMUL MILK & MILK PRODUCTS IN KANPUR

is the original work done by me. This is the property of the institute and use of this report

without prior permission of the Institute will be considered illegal and actionable.

DATE:

PLACE:


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TABLE OF CONTENT

S.No. Topics Page Number

i. College Certificate

ii. Company Certificate

iii. Acknowledgement

iv. Student Declaration

1. Introduction 1

Objective Of The Study 4

About The Topic 6

2. Industry Profile 8

3. Company Profile 15

4. Financial Analysis of the Company 24

5. Amuls Products 28

6. Research Methodology 38

7. Data Analysis and Interpretation 41

8. Findings 66

9. Suggestions 68

10. Conclusion 71

11. Limitations of the Study 73

12. Appendices:1)Questionnaire 75

13. Bibliography 79


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INTRODUCTION


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INTRODUCTION

Marketing is a total system of business, an ongoing process of:

1. Discovering and translating consumer needs and desires into the products

services (planning and producing the planned products).

2. Creating demand for this product and services (through promotion and pricing)

3. Serving the consumer demand through planned and physical distribution) with

the help of marketing channels and then I turn.

4. Expanding the market even in the place of keen competition.

The modern marketer is called upon to set the marketing objectives, develop the marketing

plan, organize the ,marketing function, implement the marketing plan or programme (

marketing mix) and control the marketing programme to ensure the accomplishment of the

set marketing objectives. The marketing programme covers producer planning or

merchandising, price, promotion and distribution.

In short, modern marketing begins with the customer, not with production cost,

sales, technological landmarks and it ends with the customer satisfaction and social well-

being. Under the market- driven economy buyer or customer is the boss.

Marketing has been viewed as an ongoing or dynamic process involving a set of

interacting activities dealing with a market offering by producers to consumers on the basis

of reliable marketing anticipation.

Marketing is a matching process by which a process by which a producer provides

a marketing mix that meets consumer demands of a target markets within the limits of

society. The process is based on corporate goals and corporate capabilities. Marketing


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process brings together producers and consumers the two main participants in exchange.

Each producer or seller has certain goals and capabilities in making and marketing his

products. He uses marketing research as a tool to anticipate market demand. Then he

provides a marketing mix in order to capitalize marketing opportunity. An exchange or a

transaction takes when market offering is acceptable to the customer who is prepared to

give something value I return against the product so bought.


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OBJECTIVESOF

THE STUDY


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OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk and Milk products in

Anand. Objectives of study are;

1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul

2. To offer pragmatic suggestion for growth and development of Amul products.

3. To know the various marketing mix that influence the customer behavior.


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ABOUT THE

TOPIC


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ABOUT THE TOPIC

my project name is A STUDY OF MARKET SHARE & CONSUMER

PERCEPTION REGARDING AMUL MILK & MILK PRODUCTS IN KANPUR

when researcher was assigned the project first of all to

understand the completely about the project what actually has to be done in

the project. researcher understood the project in detail with the help of our

faculty guide as well as our company guide and made a questionnaire for the

collection of primary data. after approval of the questionnaire researcher

started the primary data collection based on it. my target people was

professional, House Wife, Student, high class salaried people, etc. after

collecting the data from respondents then researcher started data analysis.


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INDUSTRYPROFILE


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INDUSTRY PROFILE

Dairy is a place where handling of milk and milk products is done and technology

refers to the application of scientific knowledge for practical purposes. Dairy technology

has been defined as that branch of dairy science, which deals with the processing of milk

and the manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade and

India has now become one of the largest producers of milk and value-added milk products

in the world.

The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate processing

capacity of 5.8 million liters per day. In addition to these processing plants, 123

Government and 33 co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per liter of milk in the world, at 27

cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of

this lowest cost of milk production and increasing production in the country multinational

companies are planning to expand their activities here. Some of these milk producers have

already obtained quality standard certificates from the authorities. This will help them in

marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around

33% per annum to around Rs.43,500 corers by year 2005. This growth is going to come

from the greater emphasis on the processed foods sector and also by increase in the

conversion of milk into milk products. By 2005, the value of Indian dairy produce is


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expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000

mn.

Milk Production from 1950 to 2020

1950 17 million tones

1996 70.8 million tones

1997 74.3 million tones

(Projected) 2020 240 million tones

Expected to reach- 220 to 250 ml2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-

35% (year 2020)


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World's Major Milk Producers (Million MTs)

Country2008-09 2010-11 (Approx.)

India 81 84.5

Brazil 75 77

Russia 34 33

Germany 27 27

France 24 24

Pakistan 21 22

USA 71 71

UK 14 14

Ukraine 15 14

Poland 12 12

New Zealand 11 12

Netherlands 11 11

Italy 10 10

Australia 9 10


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Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and survives

for long time with better status. The various institute and milk dairy companies R&D

results provide base for todays industry growth and development. The research and

development of products of dairy, like yogurt and cheese market research and company

reports provides insights into product and market trends, analysis opportunities, sales and

marketing strategies will help local milk unions to develop and spread world wide through

obtaining this knowledge. Specific on market share, segmentation, size and growth in the

US and global markets are also helps industry to expand its market worldwide even small

union also.

Development of Food Processing Industry:

The food processing industry sector in India is one of the largest in terms of

production, consumption, export and growth prospects. The government of accorded it is a

high priority, with a number of fiscal relieves and incentives, to encourage

commercialization and value addition to agriculture produce, for minimizing harvest

wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry. The

development food products by using milk can give good market opportunities to produces

milk.


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Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter, Cheese,

Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc.. some milk

products like Casein and Lactose are also being manufactured lately. Therefore, there is

good scope for manufacturing these products locally.

Liberalization of the economy has led to a flood of new entrants, including MNCs due to

good prospects and abundant supply.

Investment Potential in Milk Products:

At the present rate of growth, India is expected to overtake the US in milk

production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being

largely imported, manufacture of casein and lactose has good scope in the country.

Exports of milk products have been decentralized and export in 2005-2010 is

estimated at 71.875 cr.


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Production of Milk in India:

The facts and figures here shown are calculated on the basis of percentage increases pear

year.

Year Production in million MT

1996-95 61.2

1997-98 63.5

1998-99 65.0

1999-2000 69.0

2000-2001 74.0

2001-2002 78.5

2002-03 80.0

2003-04 84.51

2004-05 87.17

2005-06 92.0

2006-07 97.0

2007-08 102.65

2008-09 108.45

2009-10 115.58

2010-11 168.52


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COMPANY

PROFILE


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Company Profile of Amul:

AMULmeans " pri celess"in Sanskrit. The brand name "Amul," from the Sanskrit

"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning

"priceless", are found in several Indian languages. Amul products have been in use in

millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,

Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk

and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion

in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at

reasonable prices.

50 years after it was first launched, Amul's sale figures have jumped from 1000

tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even

close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical

spell on the masses

AMUL stands for,

A = Anand

M = Milk

U = Union


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L = Limited.

Milestone of Amul:

Name Karia district co-operative milk producers ltd, widelyknown as Amul

From Co-operative sector registered under the co-operative society act

Location Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India

Registration 14t December, 1946

Registered Kaira district co-operative milk producers ltd, Anand -388 001. Gujarat

Size Production of different products on large scale, collecting 9 to 15 lakh liters

milk everyday & producing milk products.

Plant There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant

Banker 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of Maharashtra

Working 10:45 am to 5:45 pm

Founders 1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya


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Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different people

by whom this union is at the top position in Asia.

o First hand is of farmers, without whom the organization would not have

existed.

o Second hand is of processors, who process the row material (milk) into

finished goods.

o Third hand is of marketer, without whom the product would have not

reached the customers

o Fourth hand is of customers, without whom the products would have not

carried on.


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Brief History of Amul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative

movement in India. It is a brand name managed by an apex cooperative organization,

Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly

owned by some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-

operative organization's success in the long term. It is one of the best examples of co-

operative achievement in the developing world. "Anyone who has seen ... the dairy

cooperatives in the state of Gujarat, especially the highly successful one known as AMUL,

will naturally wonder what combination of influences and incentives is needed to multiply

such a model a thousand times over in developing regions everywhere. The Amul Pattern

has established itself as a uniquely appropriate model for rural development. Amul has

spurred the White Revolution of India, which has made India the largest producer of milk

and milk products in the world. It is also the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk

Brand with an annual turnover of US $1050 million (2006-07). Currently

Amul has 2.6 million producer members with milk collection average of

10.16 million litres per day. Besides India, Amul has entered overseas

markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,

Singapore, Hong Kong and a few South African countries. Its bid to enter


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Japanese market in 1994 had not succeeded, but now it has fresh plans of

flooding the Japanese markets. Other potential markets being considered

include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the

man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the

Banaskantha Union, was elected chairman of GCMMF.

AMUL: The origin

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the

Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the

'White Revolution' in India. It began with two village cooperatives and 250 liters of milk

per day, nothing but a trickle compared to the flood it has become today. Today Amul

collects processes and distributes over a million liters of milk and milk products per day,

during the peak, on behalf of more than a thousand village cooperatives owned by half a

million farmer members. Further, as Ganga-ma carries the aspirations of generations for

moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating

a pattern of liberation and self-reliance for every farmer to follow.


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The Start of a Revolution

The revolution started as awareness among the farmers that grew and matured into a

protest movement and the determination to liberate them. Over four decades ago. The

marketing and distribution system for the milk was controlled by private traders and

middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were

offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the

one who gained was the private trader. Gradually, the realization dawned on the farmers

that the exploitation by the trader could be checked only if marketed their milk themselves.

In order to do that they needed to form some sort of an organization. This realization is

what led to the establishment of the Lucknow Cooperative Milk Producers' Union Limited

(popularly known as Amul) which was formally registered on December 14, 1946.

Amul's Secret of Success

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market

the production enhancement package. What's more, it does not disturb the

agro-system of the farmers. It also enables the consumer an access to high

quality milk and milk products. Contrary to the traditional system, when the

profit of the business was cornered by the middlemen, the system ensured that

the profit goes to the participants for their socio-economic upliftment and

common good.


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Looking back on the path traversed by Amul, the following features make it a

pattern and model for emulation elsewhere. Amul has been able to:

Provide a support system to the milk producers without disturbing their agro-

economic systems

Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, Amul is an example par excellence, of an

intervention for rural change.

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment

Produce an appropriate blend of the policy makers farmers board of management

and the professionals: each group appreciating its roles and limitations

Plough back the profits, by prudent use of men, material and machines, in the rural

sector for the common good and betterment of the member producers and

The Union looks after policy formulation, processing and marketing of milk,

provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through

the village societies. The village society also facilitates the implementation of

various production enhancement and member education programs undertaken

by the Union. The staff of the village societies has been trained to undertake

the veterinary first-aid and the artificial insemination activities on their own.


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Achievements \ awards:

Amul a co-operative society and its co-operation has led many different awards in

its favor.

Magsaysay award for community leadership presented in manila, Philippines to

Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: Padmabhusan award given to Shri T.K. Patel

1965: Padmshri awarded was given to V. Kurien, general manager, by the

president of India

1987: Best Productivity awarded by national productivity council for the year

1985-86 awarded to Amul dairy.

1988:Best Productivity awarded for the second successive year 1986-87 by the

president of India, Mr. R. Venkatrao to kaira union.

1993: ICA Memenoto towards genuine and self sustaining co -operative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

Moreover the Amul union has achieved the prestigious ISO 9001-2000 and

HACCP Certificate and effects are got to obtain ISO 14000.


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FINANCIAL

ANALYSIS

OF

THE COMPANY


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GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest 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.

Members:13 district cooperative milk producers'

Union

No. of Producer Members: 2.7 million

No. of Village Societies: 13,141

Total Milk handling capacity: 10.21 million liters per day

Milk collection (Total - 2008-09): 2.69 billion liters

Milk collection (Daily Average 2008-09): 7.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattlefeed manufacturing Capacity: 3090 Mts per day


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Sales turn over from 1996 to 2011:

Sales Turnover Rs (million)

1996-97 11140

1997-98 13790

1998-99 15540

1999-2000 18840

2000-2001 22192

2001-2002 22185

2002-03 22588

2003-04 23365

2004-05 27457

2005-06 28941

2006-07 29225

2007-08 37736

2008-09 42778

2009-10 52554

2010-11 85254


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Ownership Pattern of Amul

Amul is a co-operative sector & it is having 22 total numbers in societies. In

addition to this there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as GCMMF

faces through competition in the Indian market by different companies. So that by

advertising and promoting its product GCMMF has become one of the leading dairies in

India. In western of India, GCMMF shares most of the market while in other parts of India

it is next so. But slowly and surely GCMMF is growing in sharing the market with other

competitors industries.

Now there is machinery around Rs. 1500 lakhwhich is to be in expansion with

higher advanced machinery to Rs. 1600 lakhs.

Accumulated members share capital in union is Rs. 553,935,000this share capital

is deposited in Amul bank account in the name respective member dairy co-operative

societies.

Information about Competitors:

The Indian market is dominated by a large number of small local manufacture and

regional players.

There are an estimated 150 manufactures in the organized segment which account for 30-

40% of sales and about 1000 units in the unorganized segment of the market.

They have also competitor in the market. They felt very tuff competition in our country

and outing countries.


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AMULS

PRODUCT


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According to Product Categories

For Liquid Milk:

Gayatri Milk

Super Milk

Payal Milk

Sardar Milk

Samrrudhi Milk

Sagar Milk

For Ice-Cream Product

Gokul Ice-Cream

DairyDen Ice-Cream

Quality Walls Ice-Cream

Havmor Ice-Cream

Max

Vadilal Ice-Cream

For Ghee Product

Gopi Ghee

Gayatri Ghee

Krishna Ghee

Abad Ghee

Nestle

For Chocolate

Cadbury

Max

Dairy Milk

Five Star

Butter

Nature butter

Cheese

Britannia

Lebon


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List of Products Marketed:

Bread Spreads

Amul Butter

Utterly Butterly

Delicious

Amul Lite

Low fat, low

Cholesterol Bread

Spread

Delicious Table

Margarine

The Delicious way to

eat healthy

Milk Drinks

Amul Kool Millk

Shaake

Amul Kool

Amul Kool Cafe Kool Koko

A delight to Chocolate

Lovers. Delicious

Chocolate taste
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.html


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Nutramul Energy

Drink

A drink for Kids -

provides energy to suit

the needs of growing

Kids

Amul Kool

Chocolate Milk

Amul Kool

Flavoured

Bottled Milk

Amul Kool

Flavoured Tetra

Pack

Amul Masti

Spiced

Buttermilk

Amul introduces the

Best Thirst Quenching

Drink

Amul Kool

Thandai
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Powder Milk

Amul Spray

Infant Milk Food

Still, Mother's Milk is

Best for your baby

Amul Instant

Full Cream Milk

Powder

A dairy in your home

Sagar Skimmed

Milk Powder

Which is especially

useful for diet

preparations or for use

by people on low

calorie and high

protein diet.

Sagar Tea Coffee

Whitener

Amulya Dairy

Whitener

The Richest, Purest

Dairy Whitener
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Fresh Milk

Amul Fresh Milk

This is the most

hygienic milk available

in the market.

Pasteurised 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 Shakti

Toned Milk
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Amul Calci+

Cheese

Amul Pasteurised

Processed Cheese

100% Vegetarian Cheese

made from microbial

rennet

Amul Cheese

Spreads

Tasty Cheese Spreads in

3 great flavours..

Amul Emmental

Cheese

The Great Swiss Cheese

from Amul, has a sweet-

dry flavour and hazelnut

aroma

Amul Pizza

Mozzarella Cheese

Pizza cheese...makes

great tasting pizzas!
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Gouda Cheese

For Cooking

Amul / Sagar Pure

Ghee

Made from fresh cream.

Has typical rich aroma

and granular texture. An

ethnic product made by

dairies with decades of

experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to

make your favourite

recipes!

Utterly Delicious

Pizza
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Mithai Mate

Sweetened Condensed

Milk - Free flowing and

smooth texture. White to

creamy color with a

pleasant taste.

Masti Dahi

Desserts

Amul Ice Creams

Premium Ice Cream made

in various varieties and

flavours with dry fruits

and nuts.

Amul Shrikhand

A delicious treat, anytime.

Amul Mithaee

Gulab Jamuns

Pure Khoya Gulab

Jamums...best served

piping hot.

Amul Chocolates

The perfect gift for

someone you love.

Amul Lassee Amul Basundi
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Health Drink

Nutramul

Malted Milk Food made

from malt extract has the

highest protein content

among all the brown

beverage powders sold in

India.

Amul Shakti Health

Food Drink

Available in Kesar-Almond

and Chocolate flavours.
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RESEARCH

METHODOLOGY


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Research Methodology

METHODOLOGY

The study is mainly concerned with behaviors of the customers satisfaction towards

AMUL products and Milk products. Hence various data and methodology is considered

in my report preparation. The main data sources are:

PRIMARY DATA

The primary data refers to original information gathered for a specific purpose

and provides up to date, accurate and relevant information and it is gathered in an

investigation according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA:

The primary data is collected on the basis of survey method with the help of

questionnaires, and interviews, personal observation, direct consultation with consumers

and dealers.

Both open and closed end questions are used in the questionnaire.


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METHODS:

The survey method is used to collect the primary data with the help of

questionnaire based on explorative and conclusive research.

SAMPLING UNIT:

It refers to the individuals who are to be surveyed in the study and it is the

customer who is consuming or using or who has bought AMUL milk and milk products

are surveyed.

SAMPLE SIZE:

It refers to the number of people surveyed for this topic, in the study 100

people were surveyed and responses drawn.

SECONDARY DATA:

The secondary data can be defined as data collected by son\me one else for

purposes other than solving problem being investigation and previously meant for

another purpose.

A secondary data is collected from the books, periodical journals, magazines,

papers, company records, internet and other publication.


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DATA ANALYSIS

&

INTERPRETATION


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Analysis and Interpretation of the Data

The collected data were not easily understandable, so I like to analyze the collected

data in a systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the collected data

and interpretation it with pictorial representation such as bar charts, pie charts and others.

Gender:

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male

and female. Gender classification is requiring to marketer because different gender exhibit

different perception towards products. In classification of gender the following number is

used to know their perception.

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

Total 100 100


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Interpretation: 35% of the respondents are male and 65% of the respondents are

female. From the above table we can conclude that, the majority of the respondents were

belongs to female group.

0

10

20

30

40

50

6070

Male Female

35

65

No

ofRespondents

CLASSIFICATION OF CUSTOEMRS

BASED ON SEX

Male

Female


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Occupation:

Occupation is also influences a persons consumption pattern. A blue collar worker

will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk

products are purchased by various occupants. The following occupants of the respondents are

classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100


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Interpretation:

20% of the respondents are business, 10% of the respondents are employees, and 65%

of the respondents are house wives, 05% of the respondents are others group.

0

20

40

60

80

Business Employee House

wife

Others

20

10

65

5

No.ofresponden

ts

OCCUPATION

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

Business

Employee

House wife

Others


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Income:

Income decided the purchasing power of the customer. If the income is high then,

they go for high quality irrespective of price of the product. Hence in this research I like to

collect the data how income is influence to purchase Amul Milk and Milk products.

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100


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Interpretation:

As per the data 38% of the respondents earn per month below 5000, 30% of the

respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of

the respondents earn 15000 & above. From the above table we can conclude that majority of

the respondents monthly income group of below 5000 and more than 5000 to 10000.

0

10

20

30

40

Below

5000

5001-

10000

10001-

15000

15001

&

above

38

30

21

11

NO.OFRESPONDEN

TS

INCOME

ANALYSIS OF MONTHLY INCOME OF

RESPENDENTS


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Which product you are buying?

Purchasing Factor:

Identification of various factors plays a vital role in consumer behavior

study. The various factors such as quality, price easy available etc. is influencing lot and

influences positively. The following data reveals how various factors are influencing to

buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %

Quality 38 38

Brand image 28 28

Price 20 20

Easy availability 14 14

Others Nil Nil

Total 100 100


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`

Interpretation:

38% of respondents buying AMUL Milk & Milk products for its Good Quality, 28%

of respondents use for its Band Name,20% of its Price consideration, 14% of its easy

availability of respondents buying AMUL Milk & Milk products.

0

10

20

30

40

Quality Brand image Price Easy

availability

38

28

20

14

No.

ofrespondents

Factors

Analysis of factors to buy Amul Milk products


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What is the most important factor that matters while buying an Amul product?

Quality:

Company has two responsibility in a quality centered. First, they must participate in

formulating strategies and policies designed to help the company win through total quality

excellence. Second they must deliver marketing quality alongside production quality. This

helps to company to attract more number of customers to their products. Hence I try to

collect information related to quality of AMUL Milk & Milk products.

Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )

Thickness 35 35

Freshness 45 45

Taste 20 20

Others Nil Nil

Total 100 100


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Interpretation:

As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the

respondents for Freshness, and 20% of respondents for Taste.

Quality takes vital role in every organization. From the above table we can conclude

that majority of the respondents expressed that AMUL Milk & Milk products have

Thickness.

0

10

20

30

40

50

Thickness Freshness Taste

35

45

20

No.

ofRespondents

Opinions

Opinion of the Respondents Regarding Quality


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Which configuration would you decide on while buying an Amul product

Respondents Consumption Quality:

Consumption quality is varying with various respondents. Some of customer they buy

less quantity and some them huge quantity depends upon requirement and number of people

in their houses. The data is collected to know the various consumption patterns.

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

1 Liter 70 70

2-4 Liter 10 10

More than 4 Liters 20 20

Total 100 100


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Interpretation:

70% of the respondents are consuming one liter per day. 10% of the respondents are

consuming two to four liter per day. 20% of the respondents are consuming more than four

liters per day.

From the above table we can conclude that majority of the respondents were

consuming one liter per day.

0

20

40

60

80

1 Liter 2-4 Liter More than

4 Liters

70

10

20

No.

ofRespondents

Consumption

Analysis of Average Consumption of Milk Per Day


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Purchase Duration:

Repeat purchase will help to know what customer loyalty towards Amul Milk & milk

products. When consumer repeatedly purchases the product, it is understood that they are

satisfied with the products. The following data show the various statuses of the respondents.

Analysis of Purchase Duration of the AMUL Milk & Milk Products

Duration No. of Respondents Percentage (%)

6 Months 05 05

1-2 Years 15 15

3-4 Years 20 20

More than 4 years 60 60

Total 100 100


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Interpretation:

As per the data gathered, out of 100 respondents, 05% of the respondents buying

since last six months, 15% of the respondents from one to two years, 20 % of the respondents

from three to four years, 60% of the respondents buying AMUL Milk & Milk products from

more than four years.

From the above table we can conclude that majority of the respondents consuming

AMUL Milk & Milk products more than four years.

0

20

40

60

6 Months1-2 Years3-4 YearsMore than 4 years

515 20

60

No.o

fRespondents

Consumption

Analysis of Purchase Duration of the Milk Products


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Are you satisfied with the quality of the product

Opinion towards Products:

The behavior of users after his commitment to a product has been collected with

respect product and terms of satisfaction with rating scale. The following are the data

obtained related to AMUL Milk & Milk products.

Analysis of Rating towards AMUL Milk & Milk products

Ratings No. of Respondents Percentage (%)

Excellent 25 25

Good 48 48

Average 22 22

Poor 05 05

Total 100 100


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Interpretation:

25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48%

of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of

the respondents rated that AMUL Milk & Milk products are Poor.

From the above table we can conclude that majority of the respondents rated AMUL

Milk & Milk products are of Good Quality.

0

5

10

15

20

25

30

35

40

45

50

Excellent Good Average Poor

25

48

22

5

No.o

fRespondents

Rating

Analysis of Rating towards Amul Milk Products


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Common Complaints:

A customer centered organization makes it ways for its customer to deliver

suggestion and complaints. Many firms provide form for collecting feedback on products and

some time customer complaints and suggestion about products. In this survey, common

problems raised by the customer or not.

Analysis of problems in Amul Milk Products

Opinions No. of Respondents Percentage (%)

Yes 10 10

No 90 90

Total 100 100


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Interpretation:

Only 10% of the respondents said that that there is no problem is AMUL Milk &

Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk

products.

From the above table we can conclude that majority that the respondents are not

having any problems in AMUL Milk & Milk products.

0

20

40

60

80

100

Yes No

10

90

No.o

fRespondents

Opinions

Analysis of Problems in Amul Milk Products


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Purchasing Place:

Purchase place is also important to know where users choose their purchase point.

This helps to marketer to design various promotion and distribution programmes. The data is

collected to know the various purchase place and availability.

Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100


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Value for the Money:

Consumers always think while paying price to the products such as how much we are

paying towards products and how much we are getting. This data is gathered to know what

value they are receiving from the AMUL Milk & Milk products.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 96 96

No 04 04

Total 100 100

0

20

40

60

80

100

Yes No

96

4

No.

ofRespondents

Responce

Analysis of Value For Money Paid By The

Consumers


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Interpretation:

96% of the respondents feel that they get the value for money they paid. Only 04% of

the respondents feel that they are not getting the value for money what they paid.

From the above table we can conclude that majority of the respondents are agreed that

they are getting the value for money they paid.


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Influence to Others to Buy Products:

Post experience & benefits will help organization in obtaining the additional sale. In

this connection feedback its act as an influence to others to adopt the product the user survey

has conducted to identify what an extent user recommends to others. The data has been

extracted & it is as follows.

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)

Yes 95 95

No 05 05

Total 100 100

0

20

40

60

80

100

Yes No

95

5

No.o

fRespondents

opinions

Analysis of Recommendations


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Table no: 5.12

Interpretation:

95% of the respondents were satisfies with the AMUL Milk & Milk products. 05% of

the respondents were not satisfies with the AMUL Milk & Milk products.

From the above table we can conclude that majority of the respondents were satisfied

with the AMUL Milk & Milk products.


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FINDINGS


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FINDINGS

This chapter is including in my survey findings, suggestions and conclusions of my

study. First I would like to present my survey findings. The main findings of my survey are

as follows:

1. It is findings in the survey that females are the main decision maker for the milk and

milk products. As per the data, 65% of female and 35% of male makes purchase

decision.

2. Based on the occupation of the customer, it is found in the survey that 65% are the

housewives and 35% are from various occupations such as a businessman, employee,

farmers, etc for the Amul Milk & Milk products.

3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk products.

As per the data, 79% of the respondents income is under this group.

4. The main purchasing factors for the Amul Milk & Milk products are Quality and

Brand image. The data reveals that 42% influences on Quality and 32% influenced

for the Brand.

5. 88% of the total respondents are using product since from a long time. The majority

of the respondents are using Amul Milk & Milk products from more than 3 years.

6. Overall opinion of the product performance data reveals that Amul product satisfies

70% of the respondent and 30% respondents opinion is average.

7. It is found in the survey that 32% of the total respondents are dissatisfied on dealers

services.


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SUGGESTIONS

1. Milk and milk product purchase decisions are more decided by women rather than

male, because she act as a invigilator, execute her decision and influence the same to

the purchase while ascertaining the quality, freshness and price. Hence, I suggest

Amul co-operative society to concentrate more on the women and men suggestions

for designing the marketing strategy, because womens role in the house is dominant,

even in the various decisions.

2. Occupation of the user influences the purchase decisions. The particular occupation

plays a vital role in deciding the product or services. Women segment are influencing

more on milk and milk products. Therefore, an occupation is the factor influencing

the product.

3. Income of the people decides the purchasing power. The high income prefers to

purchase product with the quality, freshness, thickness, etc. and vice versa. So I

suggest Amul to concentrate also on low income segment to capture market and

position themselves in the minds of the customer with required quality and quality

milk and milk products.

4. Quality and Brand Image plays a dominant role. Milk and milk products move in the

market due to its quality and brand. Therefore it should maintain the same.

5. Since Amul is having loyal customer it should concentrate more on this factor

through various potential programmes such as campaign, premium packs, offers etc.,

this helps to increase the loyalty towards the Amul products.


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6. As only 30% of the total respondents are dissatisfied which is quite a large percentage

and this may influence negatively and increase the rate of switch over. Hence I

suggest management to concentrate on few product quality, shelf life, dealers

approach, outlet maintenance etc. will help Amul to satisfy to a greater extent.

7. Milk and milk product are having high demand and it is considered as a very essential

products. In present practice, purchase of milk and milk products is through dealers.

In this connection dealers approach towards the product.

8. Customer is influential, hence I suggest Amul to look after the dealers issue with due

care.

9. When product possesses quality and other important attributes naturally they

propaganda about product through word of mouth and vice versa. Therefore if the

quality and attributes are fine tuned according to the needs will help the Amul to get

reputation and addition market.

10.Introduction of various economic products lies may help Amul to attract the existing

and new customers and may attract all income level groups. Hence I suggest

management to introduce new product line which can satisfy the entire group.


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CONCLUSIONS


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Conclusions

From the survey conducted it is observed that Amul milk and Milk products has a

good market share.

From the study conducted the following conclusions can be drawn. In order the

dreams into reality and for turning liabilities into assets one must have to meet the needs of

the customers.

The factors considered by the customer before purchasing milk are freshness, taste,

thickness and easy availability.

Finally I conclude that, majority of the customers are satisfied with the Amul milk

and Milk products because of its good quality, reputation, easy availabilities. Some

customers are not satisfied with the Amul Milk & Milk products because of high price, lack

of dealer services, spoilage and low shelf life etc. therefore, if slight modification in the

marketing programme such as dealers and outlets, promotion programmers, product lines

etc., definitely company can be as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more importantly its

customers before making any move.


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LIMITATION

OF

THE STUDY


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LIMITATION OF THE STUDY

1. Total coverage of the study is limited to the few customers for collecting AMUL

milk and milk products at Anand, Baroda, and Vidhyanagar & at some small

village.

2. Sample size of the study is restricted to 100 customers only.

3. Most of the respondents hesitate to give information but how ever an attempt is

made to collect the data systematically.

4. Time is the one constraint of the survey.


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QUESTIONNAIRE


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Customer ResponseQuestionnaire

I request you to provide the required information for the completion of my study.

Promise that the information is used exclusively for academic purpose only.

1. personal profile: A. Name:

B. Address:

C: Sex: Male: [ ] Female [ ]

G: Age: [ ]

E: Occupation:

1. Self-employed: [ ] 3.Professional: [ ]

2. House wife: [ ] 4. Student: [ ]

2. Which product you are buying?

3. What is the most important factor that matters while buying an Amul product?

a. Quality: [ ] b. Price: [ ] c. Service: [ ]


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4. How did you come to know about the Amul product?

a. By friends/family: [ ] b. Direct mailers: [ ]

c. Press Ads: [ ] d. Reference website: [ ]

e. T.V. Ads: [ ]

5. Which configuration would you decide on while buying an Amul product?

a. Intermediaries: [ ] b. Standard: [ ]

c. Latest / Advanced: [ ]

6. Are you satisfied with the quality of the product?

a. Yes: [ ] b. No: [ ]

7. Do you think the price of Amul product is high / low compared to

competitors product?

a. Very good: [ ] b. High: [ ]

c. Average: [ ] d. Same: [ ]


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8. How often do you buy this product of Amul?

a. Daily: [ ] b. Monthly: [ ]

c. Weekly: [ ] d. Occasionally: [ ]

9. What is your opinion about the performance of Amul product?

a. Outstanding: [ ] b. excellent: [ ]

c. Good: [ ] d. Average: [ ]

10. Do the various schemes / promotional activities affect your purchase plans?

a. Yes: [ ] b. No: [ ]

11. Suggestion (if any):

Date:

Place:


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Harshit Agnihotri Amul Milk & Milk Product

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