MINOR PROJECT REPORT
ON
CUSTOMER SATISFACTION
FOR
AMUL
GURU GOBIND SINGH INDRAPRASHTA
UNIVERSITY
Submitted in partial fulfillment of the requirement for the award of the degree of
BACHELO OF BUSINESS ADMINISTRATION
(2021- 2024)
SUBMITTED BY: NIHKIL THUKRAL SUPERVISED BY:
ENROLLMENT NO.: 05215501721 MR. SHAILENDRA KUMAR
(ASSISTANT PROFESSOR)
NEW DELHI INSTITUE OF MANGEMENT
61, TUGHLAKABAD INSTITUTIONAL AREA, NEW DELHI-62
[1]
CERTIFICATE
I, NIHKIL THUKRAL, Enrollment No. 05215501721 certify that the
Minor Project Report (Paper Code BBA-114 entitled “CUSTOMER
SATISFACTION FOR AMUL ”. The matter embodied in this has
not been submitted earlier for the award of any degree or diploma to
the best of my knowledge and belief.
Signature of the Student
Date:
Certified that the Minor Project Report (Paper Code BBA-114)
entitled “CUSTOMER SATISFACTION FOR AMUL” done by
NIHKIL THUKRAL, Enrollment No.05215501721, is completed
under my guidance.
Signature of the Guide
Mr. Shailendra Kumar
Date:
[2]
ACKNOWLEDGEMENT
At the very outset I would express my sincere thanks and deep sense
of gratitude to all the personnel who helped me during the collection
of data and gave me rare and valuable guidance for the preparation of
the project.
My profound gratitude to Mr. Shailendra Kumar, Faculty Guide
for giving me an invaluable opportunity without whose guidance this
project would not have been seen the light of the day. I am also
thankful for his timely help, guidance and encouragement that
influenced the development of this project.
Last but not the least I would like to thank my collage NEW DELHI
INSTITUE OF MANGEMENT for providing me this opportunity to
work in this project.
NAME: NIHKIL THUKRAL
ENROLMENT NO.:05215501721
[3]
CONTENT
S.NO. TOPIC PAGE TEACHER’S
NO. SINATURE
1 Chapter 1: 5-15
Introduction
Objectives of the study
Review of literature
Research methodology
Limitation of the study
2 Chapter 2: 16-26
Profile of organization
3 Chapter 3: 27-37
Analysis and interpretation of
data
Swot analysis
4 Chapter 4: 38-43
Conclusion
References
Annexures
[4]
CHAPTER-1
[5]
INTRODUCTION
CONSUMER BEHAVIOUR:
• It is defined as all psychological, social and physical behavior of
potential customers as they become aware, evaluate, purchase,
consume, and tell to others about product and services.
• Buying behavior involves both individual (psychological) and group
process.
• Buyer behavior is reflected from awareness right through
post purchase evaluation indicating satisfaction and
unsatisfaction from purchaser.
• Buyer behavior includes communication, purchasing and
consumption behavior.
• Consumer behavior is basically social in nature hence the
social factors play important roles in shaping buying
behavior Buyer behavior includes both customer and
industrial behavior.
"Hence consumer behavior is an orderly process whereby the consumer
interacts with the environment for making a purchase decision on products".
CONSUMER BEHAVIOR AND
MARKETING MANAGEMENT
Marketing managements work around consumers which is actually the market
for them
• Understanding their behavior is very vital in every segment to plan
marketing activities accordingly.
• Both industrial and individual customers are vital in marketing
management.
[6]
DIVERSITY OF CONSUMER BEHAVIOR:
o customer and consumer words are referred as synonyms but the
difference exists
o customer - the purchaser of product or service, may or may not be
the
end user
o consumer- the end user, may or may not be the
purchaser
o new age of business demands differentiation of customers by
individual
differences in consumer expectations, preferences and
influences.
o Firms need to go into deep of consumer behavior to analyze and act
to
achieve objectives
CONCEPT & NEED FOR STUDYING
CONSUMER BEHAVIOR:
Consumer behavior can be said to be the study of how individual make decision
on how to spend their available resources (time, money, effort) on various
consumption related items. This simple definition of consumer behavior tells the
markets to resolve every activity around the ultimate consumers & gauge their
behavior by specially focusing on:
o Who buys products or services?
o How do they buy products or services?
o Where do they buy them?
o How often they buy them?
o Why do they buy them?
o How often they use them?
These questions will help in understanding better what factors influences the
decision making process of the customers. The decision making process
identifies the number of people who are involve in this process & describes a
role to them like users, decides, influences & buyers.
It is believed that consumers or customers make purchase decision on the basis
of receipt of a small number of selectivity chosen pieces of information. Thus it
[7]
will be very important to understand what & how mush them to evaluate the
goods & services offerings.
CONSUMER DECISION MAKING PROCESS:
o Stimuli- need, reasons, influences, gathering information
o Information processing-process, analyze information about product
o Decision making - on the basis of analysis, decision to go for
o Response- response to buy without any prejudice
o For industrial buyers the process is almost similar only with addition of
re
buy, modified re buy or new task.
FACTOR INFLUENCING BUYING BEHAVIOR:
o Individual factors
o Cognitive thinking process - perception , attitudes , Needs/motives
o Personal characteristics - demography, lifestyles personal traits
o Environmental factors
o Culture- values ,beliefs, sub cultural / cross cultural factors
o Social class- social class , society
o Influence groups - family, opinion leaders, reference group
o Situational variables - purchase occasion, market communication,
shopping behavior, price , sales influence , product position
CONSUMER SATISFACTION:
All business firms have realized that marketing is a core element of
management philosophy & the key to its success lies in focusing more & more
on the customers. That is, it will be the customer who will decide where the
firm is heading. Thus the challenge before the marketer is to ensure that they
should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers
to the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may
then become either satisfy or dissatisfied.
The result of satisfaction to customer form the purchase of the product or
services is that more favourable post-purchase attitude, higher purchase
[8]
intention & brand loyalty to be exhibited that the same behavior is likely to be
exhibited in a similar purchasing situation. The term 'consumer' is a typically
used to refer to someone who regularly purchase from a particular store or
company.
Customers are people who are happy with the product & services & are willing
to come back & pay for it again.
Today the firms aim to give satisfaction to the customer through marketing
concepts. The firm try to help the buyers in the solving the problem then
competitors. The marketers must see that consumers with purchasing power
constitute a potentials buyers are identified. It is essential for the marketer to
carry out the business in such a way that they give satisfaction to consumers
needed. When a firm markets a product or service it should aim to enjoy
consumer's satisfaction & profit maximization.
CONSUMER RESEARCH:
Consumer research is the methodology used to study consumer behavior
research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.
What their attitudes are before and after promotional campaigns & how & why
they make their consumption decision.
OBJECTIVE OF THE RESEARCH
o To know the relationship of sales with the advertisement.
o To know awareness of people towards Amul Milk.
o To know which advertisement tool is mostly preferred by people.
o To know the preference of Amul Milk with comparison to Other
competitive brands.
o To know the factors which affects consumer's buying behaviour to
purchase milk.
REVIEW OF LITERATURE
Dr. S.P. Savitha “A study on consumer preference towards ‘AMUL
PRODUCT’ in Madurai city”. AMUL (Anand milk produced union limited)
formed in 1946, is a dairy co-operative movement in India. India largest food
brand trusted Amul product for its quality and product available at affordable
[9]
price. Amul product enjoying No.1 position in dairy industry this stand to
further strength its position. This research is pretaining to find out the present
consumer satisfaction of Amul product. Amul product has a good reputation
among the consumers in Madurai. So it can be extended to supply rural area
also.
Mohit Jamwal, Dr. Akhilesh Chandra Pandey,“Consumer behaviour towards
cooperative milk societies: A Study on measuring the customer satisfaction of`
Aanchal’ milk (A Member milk union of UDFC Ltd)”.The study on Consumer
behaviour is the study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items. Customer
satisfaction was measured across different attributes of the Ananchal milk and
the customer’s preference was checked across different parameters. This survey
on the sale of Ananchalmilk, it can be concluded that to evolve their production,
marketing and pricing strategies effectively.
Dr. S. P. Savitha (2017), “A Study on Consumer Preference Towards ‘Amul
Product’ in Madurai City”, International Journal of Current Research and
Modern Education, Volume 2, Issue 1, pp. 41-46. 2Mohit Jamwal, Dr. Akhilesh
Chandra Pandey (2014), “Consumer behaviour towards cooperative milk
societies: A study on measuring customer satisfaction of ‘Aanchal’ milk (A
member milk union of UCDF ltd.)”, IBWL 2020: Needs & Strategies – A
Management Perspective.
Akhila D and Dr. C. Boopathi,”Consumer behaviour on Aavin milk and dairy
products in Pollachi of Tamil Nadu”. Tamilnadu state is one of the ten largest
milk producing states in India. The aim of the study is reveal consumer
perception over Aavin milk products based on their age, education, qualification
and monthly income of the consumer’s family. Many people buy Aavinmilk for
its quality than the price. If the Aavin product is too high than other brands. The
aavin take necessary steps to satisfy their consumers.
Dr. P. Rengarajan, R. Sathya and R. Gotham,”Buying behaviour of selected
branded milk products”. Dairy products is one of the important thing used
nowadays in urban and rural areas. Although the country has emerged as the
largest producer of milk in 90’s. Market size is increasing day by day and the
demand for that product is araising. So, the companies need a proper
distribution network for avaidability of product at demand.
Mrs. Sonali Dhawan”A study on consumer behaviour towards various branded
and non-branded milk with special reference to Jabalpur district in Madhya
Pradesh”. Consumer behaviour can be defined as the behaviour that consumer
[10]
display in searching for purchasing, using, evaluating and disposing of products
and services that they expect will satisfy needs and wants. But there is a lack of
awareness among the consumer about milk they are consuming. The campaign
has to be run by the companies how they pasteurized the milk and how hygienic
it is to use branded milk.
RESEARCH METHODOLOGY
INFORMATION REQUIREMENT
o First, I had to know about all the competitors present in the Milk
segment (Reputed and well established brands as well as Local brands).
o Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.
o Since Milk is a product that used daily hence I had to trace the market
and
segment it, which mainly deals with people of various age groups.
o The main information needed is the various types of brands available in
the
market, their calorific value and various other facts.
o As Amul milk advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper
time or not.
RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a
particular study. It is a map (or) blue print to which the research is to be conducted.
Descriptive research design has been considered as a suitable methodology for
present study and for data analysis.
SAMPLING DESIGN
[11]
The sampling design used was Convenience sampling, which is a non-
probability sampling method. The convenience factors were the availability and
approachability of the respondents.
POPULATION
All types of outlets that stock and sell Amul milk in the markets. The outlets
have been classified into as follows
o Convenience stores: All kinds of shops including bakeries
o Eateries: all kinds of eating joints
PLACES OF STUDY
The study was conducted in the retail outlets in Raipur in the following areas
i. Amlidih.
ii. New Rajendra Nagar.
iii. Katora Talab.
iv. Priyadarshini Nagar.
v. Shailendra Nagar.
vi. Byron Bazar.
vii. Budhapara.
viii. Golbazar.
ix. Telibandha.
X. Bramhpuri.
xi. Kankali Para.
xii Lakhe Nagar.
xiil. Santoshi Nagar.
xiv. Purani Basti.
xv. Sanjay Nagar.
xvi. Sundar Nagar.
[12]
xvii. Dagania.
xviii.Deen Dayal Upadhyay Nagar.
xix. Anand Nagar.
SOURCES OF DATA
Primary sources -The primary data was collected through questionnaires. They
were filled using the scheduled method of data collection by the researcher.
Secondary sources - The secondary sources were used only for collecting
information regarding the sample; they were however not used for analysis
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to
estimate the presence of Amul milk.
Tools Utilized
o Percentage Analysis
o Graph Chart
SAMPLING
1. Sampling Technique :Non probability sampling
(A non probability sampling technique is that in which each element in the
population does not have an equal chance of getting selected)
2. Sample Unit :People who buy milk available in retail outlets, superstores, etc
3. Sample size :100 respondents (Age ranging Between 18 yrs to 65 yrs)
4. Method : Graphical method.
5. Data analysis method : Graphical method.
6. Area of survey : new Delhi
[13]
FIELD WORK-METHOD USED FOR DATA
COLLECTION
o Questionnaire was prepared keeping the objective of research in mind.
o Questions were asked to respondents as regards to their willingness to
o purchase milk.
o The help of questionnaires conducted direct interviews, in order to get
accurate information.
o In order to get correct information I had to approach consumers ranging
from 15 yrs to 65 yrs.
o I visited as many respondents as I can and asked them their real likings
about any milk and also got an idea.
o It is really a Herculean task to understand Consumer Behaviour, as the
definition suggest, "Consumer behaviour is a physical activity as well as
decision process individual engaged in when evaluating, acquiring, using
and disposing goods and services".
o In order to collect accurate information I visited to Garden, Parks,
Temple, Superstores and Gymnasium, each and every question was filled
personally by the respondents and checked properly.
[14]
LIMITATIONS OF THE STUDY
This study had the following limitations:
• Since the study involved only survey method, no other qualitative
methods were part of the design as a result there was a lack of contact
with company personnel, employees for understanding the history and
other aspect related to Company.
• The study was limited to the northern region of the country because
people who were in contact with me and were in our network were only
sent the google form. Random sampling limited the option of reaching
out to specific targeted population using the product. Some respondents
had not used the product to give right and honest answers
• The size of the sample was small and posed difficulty in identifying
significant relationships in the data.
• Since there was no physical contact with the respondents, there was no
scope of clarifying doubts of the respondents as a result some questions in
the survey were left unanswered.
[15]
CHAPTER – 2
[16]
PROFILE OF THE ORGANIZATION
In the year 1946 the first milk union was established. This union was started
with 250 liters of milk per day. In the year 1955 AMUL was established. In the
year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS' UNION. This union selected the brand name AMUL in
1955.
The brand name Amul means "AMULYA". This word derived form the
Sanskrit word "AMULYA" which means "PRICELESS". A quality control
expert in Anand had suggested the brand name "AMUL". 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.
(The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things
like of the high-quality products sold at reasonable prices, of the genesis of a
vast co operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization. And have a proven model for dairy
development (Generally known as "ANAND PATTERN").
In the early 40's, the main sources of earning for the farmers of Kaira district
were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at
Bombay from the Kaira district. This system leads to exploitation of poor and
illiterates' farmers by the private traders. The traders used to beside the prices of
milk and the
farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were
frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a
leading activist in the freedom movement. Sardar Patel advised the farmers to
sell the milk on their own by establishing a co-operative union, Instead of
supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji
Desai in order to gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4th January 1946. He advised the farmers to
form a society for collection of the milk.
[17]
These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to
collect the
milk from such village co-operative societies and to sell them. It was also
resolved that the Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike. For 15 whole
days not a single drop of milk was sold to the traders. As a result the Bombay
milk scheme was severely affected. The milk commissioner of Bombay then
visited Anand to assess the situation. Having seemed the condition, he decided
to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of
Government. Mr. Verghese Kurien showed main interest in establishing union
who was supported by Shri Tribhuvandas Patel who lead the farmers in forming
the Co operative unions at the village level. The Kaira district milk producers
union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-
operative union, it was commonly resolved to sell the milk under the brand
name AMUL.
[18]
At the initial stage only 250 litres of milk was collected everyday. But with the
growing awareness of the benefits of the cooperativeness, the collection of milk
increased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was
a perishable commodity it becomes difficult to preserve milk flora longer
period. Besides when the milk was to be collected from the far places, there was
a fear of spoiling of milk. To overcome this problem the union thought out to
develop the chilling unit at various junctions, which would collect the milk and
could chill it, so as to preserve it for a longer period. Thus, today Amul has
more than 150 chilling centres in various villages. Milk is collected from almost
1073 societies.
With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture
milk powder and butter was planned. Dr. Rajendra Prasad, the president of India
laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the
prime minister of India declared it open at Amul dairy on November 20, 1955.
[19]
ACHIEVEMENTS:
Amul : Asia's largest dairy co-operative was created way back in 1946 to make
the milk producer self-reliant and conduct milk-business with pride. Amul has
always been the trend setter in bringing and adapting the most modern
technology to door steps to rural farmers.
Amul created history in following areas:
a) First self motivated and autonomous farmers" organization comprising of
more than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection
centres owned by them.
c) Computerized milk collection system with electronic scale and computerized
accounting system.
d) The first and only organization in world to get ISO 9000 standard for its
farmers co-operatives.
e) First to produce milk from powder from surplus milk. Amul is the live
example of how co-operation amongst the poor marginal
[20]
farmers can provide means for the socio-economic development of the under
privileged marginal farmers.
AWARD
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: "CA" 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.
AMUL IN ABROAD
Amul is going places. Literally. After having established its presence in China,
Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation
(GCMMF), India's largest milk cooperative, is waiting to flood the Japanese
market. Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul products are already available on shelves across several
countries, including the US, China, Australia, West Asian countries and Africa.
[21]
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include
pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and
buttermilk.
PEOPLE POWER: AMUL'S SECRET OF
SUCCESS
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agro-
system of the farmers. It also enables the consumer an access to high quality
milk and milk
products. Contrary to the traditional system, when the profit of the business was
cornered by the middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere.
AMUL HAS BEEN ABLE TO
o Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes and
limitations,
o Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.
o Provide a support system to the milk producers without disturbing their
agro-economic systems,
o 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
[22]
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. Basically the union and cooperation of people brought Amul
into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which
suggest THE TASTE OF INDIA
PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter,
ghee, milk powder, flavoured milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.
[23]
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.
[24]
Today, twelve dairies are producing different products under the brand name
Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is
matter of proud for Gujarat and whole India.
[25]
[26]
CHAPTER – 3
[27]
INTERPRETATION AND ANALYSIS
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.
PERCENTAGE OF
AGE RESPONSES
16 5.90%
17 2.90%
18 23.50%
19 50%
20 8.80%
24 2.90%
25 2.90%
45 2.90%
• Most of the respondents (50%) are of the age group of 19.which means teenagers are
more likely to purchase Amul milk . which is a positive response for the Amul milk
company because India is a youth nation .
[28]
PERCENTAGE OF
GENDER RESPONSES
Male 58.80%
Female 41.20%
• There were 50 survey responses, 41.20% were women respondents and 58.80% were
men respondents.
[29]
WHAT DOYOU
CONSUME PERCENTAGE OF RESPONSES
Loose milk 17.60%
pouch milk 52.90%
Both 20.60%
option 2 8.80%
• From the above responses we can make out that 17.60% respondents consume loose
milk,
52.90% respondents consume pouched milk ,20.60% respondents consume both
loose and pouched milk and 8.80% respondents consume option 2.
ARE YOU SATISFIED WITH
THE MILK YOU ARE
CONSUMING PERCENTAGE OF RESPONSES
Yes 82.40%
No 17.60%
• A majority of 82.40% respondents are satisfied the with the current milk they are
consuming
• And the rest 17.60% are not satisfied
[30]
WHAT DO YOU PERCENTAGE OF
LIKE RESPONSES
Quality 64.40%
Taste 11.80%
Price 5.90%
Availability 17.60%
• A majority of 64.40% respondents look for quality when purchasing milk rest 11.80%
look for taste, 5.90% look for price, 17.60% look for availability.
[31]
Total consumption of milk in a
day Percentage of responses
Pouch milk a litre 83.90%
Loose milk a litre 16.10%
• Majority of 83.90% respondents consume pouched milk a liter
• and the left 16.10 respondents consume loose milk liter.
Your monthly expenditure in milk (in
rs) Percentage of responses
100-200 9.40%
200-300 6.30%
300-400 18.80%
More than 400 65.60%
• Maximum percentage of respondents 65.60% spends more than 400 rupees on milk
in a month
• and rest 9.40% spend 100-200,
• 6.30% spend 200-300,
• 18.80% spend 300-400 on milk monthly
[32]
In pouch milk which brand do you
prefer Percentage of responses
Mother diary 32.40%
Amul milk 44.10%
Paras milk 5.90%
other 17.60%
• Maximum percentage of 44.10% respondents purchase Amul milk which a positive
response for Amul milk company
• and the rest 32.40% purchase milk from mother dairy,
• 5.90% purchase milk from paras milk,
• 17.60 % respondents purchase milk from others
[33]
Why you prefer this
brand Percentage of responses
Price 18.20%
Quality 57.60%
Taste 15.20%
Availability 9.10%
[34]
If you buy amul milk
pouch
which pack you purchase Percentage of responses
Amul gold 47.10%
Amul taaza 35.30%
Amul slim and trim 17.60%
Scale of amul milk Percentage of responses
10 to 20 21.90%
20-30 18.80%
30-40 25%
40-50 34.40%
[35]
Do you get milk pouch at Percentage of responses
Doorstep 35.30%
From retailer 64.70%
• 64.70% respondents buy milk directly from retailer
• and 35.30% respondents get the milk in front of their door
[36]
SWOT ANALYSIS OF AMUL MILK:
STRENGTH:
► Very efficient distribution channel
Brand name.
►
Trust of the end users.
►
Shelf life of the products.
► Quality of the product.
► Relationship with the distributor.
WEAKNESS:
No supply as per demand.
THREATS:
► From National & Local players:
Sanchi
Dinshaw
Pawan
Venus
Abis
OPPORTUNITY:
► Capture the market where supply of milk is nil.
[37]
CHAPTER – 4
[38]
CONCLUSION
From the survey conducted it is observed that Amul milk has a good
market share.
From the study conducted the following conclusions can be drawn. In order the
dreams comes 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 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 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.
[39]
REFERENCES
1.Dr. Savitha SP. A Study on Consumer Preference towards ‘Amul Product’ in
Madurai City, International Journal of Current Research and Modern Education.
2017; 2(1):41-46.
2. Mohit Jamwal, Dr. Akhilesh Chandra Pandey. Consumer behaviour towards
cooperative milk societies: A study on measuring customer satisfaction of
‘Aanchal’ milk (A member milk union of UCDF ltd.), IBWL 2020: Needs &
Strategies – A Management Perspective, 2014.
3. Ahila D, Dr. Boopathi C. Consumer behaviour on Aavin milk and dairy
products in pollachi taluk of Tamil Nadu, IRACST – International Journal of
Commerce, Business and Management (IJCBM). 2015;
4(6):774-778. 4. Dr. Rengarajan P, Sathya R, Gowthami R. Buying behaviour
of selected branded milk products, EPRA International Journal of Economic
and Business Review. 2014; 2(8):105-110.
5. Sonali Dhawan. A study of consumer behaviour towards various branded and
non-branded milk with special reference to Jabalpur district in Madhya Pradesh,
Imperial Journal of Interdisciplinary Research. 2016; 2(12):1582-1586.
6. Kolter P, Keller KL, Koshy A, Jha M. Marketind management: A South
Asian Perspectives, Person Education India, 2008.
7. Mullins J, Walker O, Boynd H, Larreche JC. Marketing Strategy, Megraw
Hill, 2006.
8. Ramaswamy VS, Namakumari S. Marketing Management: Planning,
Implementation& Control: Global Perspective Indian Context. MacMillam,
2013.
[40]
ANNEXURE
Survey on Amul milk
Form description
Name
Question type
Short answer
Short-answer text
Required
Email id
*
Short-answer text
Age
*
Short-answer text
Gender
*
Male
Female
Prefer not to
Other
What do you consume?
*
Loose milk
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Pouch milk
Both
Are you satisfied with the milk you are consuming?
*
Yes
No
What do you like?
Quality
Taste
Price
Availability
Total consumption of milk in a day
Pouch milk
Loose milk
Your monthly expenditure in milk (in rs)
100-200
200-300
300-400
More than 4
In pouch milk which brand do you prefer?
Mother diary
Amul milk
Paras
Other
Why you prefer this brand?
Price
Quality
Taste
Availability
If you buy amul milk pouch which pack you purchase?
Amul gold
Amul taaza
Amul slim a
Scale of amul milk
10-20
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20-30
30-40
40-50
Do you get milk pouch at?
Doorstep
From retaile
__________________________________________________________________________
[43]
