INDEX

Page No.
Chapter Title
No.
1 Introduction 1
2 Company profile 7
3 Literature review 18
4 Research methodology 21
▪ Problem statement
▪ Need of the study
▪ Objectives of the study
▪ Hypotheses of study
▪ Limitations of study

5 Data analysis & interpretation 25

6 Findings & suggestions 37
7 Conclusion 40
8 Bibliography 42
9 Annexure 44
 CHAPTER I
INTRODUCTION

1
Introduction

Analyzing a product mix involves assessing the assortment of products offered

by a company to determine their performance, profitability, and contribution to
overall business goals. It entails examining factors like sales volume, revenue,
market share, pricing, costs, and customer preferences to make informed
decisions about product development, marketing strategies, and resource
allocation.

Analyzing a product mix is a critical aspect of strategic management for any

company. It involves assessing the assortment of products offered by a business
to determine their individual performance, profitability, and contribution to
overall business goals. This comprehensive analysis enables businesses to make
informed decisions about product development, marketing strategies, resource
allocation, and portfolio management. In this introduction, we will delve into the
key components and methodologies involved in analyzing a product mix.

2
 Understanding Product Mix:

A product mix refers to the complete range of products or services offered by a

company. It encompasses all variations of products within a company's portfolio,
including different brands, product lines, and product categories. A well-managed
product mix is essential for sustaining competitiveness and meeting the diverse
needs of customers. It allows companies to cater to different market segments,
mitigate risks associated with individual products, and capitalize on emerging
opportunities.

Components of Product Mix Analysis:

Sales Volume and Revenue: One of the fundamental aspects of product mix
analysis is evaluating the sales volume and revenue generated by each product in
the portfolio. This involves quantifying the units sold and the corresponding
revenue generated over a specific period. By comparing sales performance across
different products, companies can identify top performers, underperformers, and
opportunities for growth.

Market Share: Assessing the market share of each product within its respective
market segment provides valuable insights into its competitive position.
Companies can determine whether a product dominates its market or faces stiff
competition from rivals. Understanding market share dynamics helps companies
devise strategies to defend existing market positions or gain market share from
competitors.

Profitability: Analyzing the profitability of individual products is crucial for

optimizing resource allocation and maximizing overall profitability. Profitability
metrics such as gross margin, net margin, and contribution margin
3
help assess the financial viability of each product. By identifying high-margin
products and cost drivers, companies can streamline operations, adjust pricing
strategies, or discontinue unprofitable products.

Customer Preferences: Understanding customer preferences and buying behavior

is essential for aligning the product mix with market demand. Through market
research, surveys, and customer feedback, companies can identify trends,
preferences, and emerging needs. This information enables companies to tailor
their product offerings, features, and marketing messages to better resonate with
target customers.

Product Lifecycle Stage: Assessing the lifecycle stage of each product provides
insights into its growth potential, maturity, or decline. Products in different
lifecycle stages require different strategies and resource allocations. For example,
companies may invest more resources in promoting new products to capture
market share or focus on optimizing profitability for mature products.

Cost Analysis: Conducting a thorough cost analysis helps companies understand

the cost structure associated with each product. This includes direct costs (e.g.,
materials, labor) and indirect costs (e.g., overhead expenses). By analyzing cost
data, companies can identify opportunities to reduce costs, improve efficiency,
and enhance overall profitability.

4
Methodologies for Product Mix Analysis:
ABC Analysis: ABC analysis categorizes products into three groups based on
their contribution to revenue or profitability. "A" products are high-value and
high-priority items, "B" products are moderate in value and priority, and "C"
products are low-value and low-priority items. This classification helps
companies allocate resources effectively and focus on products that drive the
most value.

Pareto Analysis: Pareto analysis, also known as the 80/20 rule, suggests that
roughly 80% of results come from 20% of efforts. Applied to product mix
analysis, this means that a significant portion of revenue or profitability comes
from a small subset of products. By identifying and focusing on these key
products, companies can maximize returns and optimize resource allocation.

Conjoint Analysis: Conjoint analysis is a market research technique used to

determine how customers value different attributes of a product. By presenting
customers with hypothetical product profiles and analyzing their preferences,
companies can quantify the relative importance of various product features and
attributes. This information helps companies design products that align with
customer preferences and market demand.

SWOT Analysis: SWOT analysis assesses the strengths, weaknesses,

opportunities, and threats associated with each product in the portfolio. By
evaluating internal factors (e.g., brand reputation, product quality) and external
factors (e.g., market competition, technological advancements), companies can
develop strategies to capitalize on strengths, mitigate weaknesses, exploit
opportunities, and address threats

5
As analyzing a product mix is essential for optimizing business performance,
enhancing competitiveness, and meeting customer needs. By evaluating sales
volume, revenue, market share, profitability, customer preferences, lifecycle
stage, and cost structure, companies can make informed decisions about product
development, marketing strategies, and resource allocation. Employing
methodologies such as ABC analysis, Pareto analysis, conjoint analysis, and
SWOT analysis enables companies to gain deeper insights into their product mix
and drive sustainable growth in today's dynamic marketplace.

6
 CHAPTER II
COMPANY PROFILE

7
Company profile

The Taste of India AMUL means "priceless" in Sanskrit. The brand name
"Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert
in Anand. Variants, all meaning "priceless", are found in several Indian
languages. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and
Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55
billion in 2007-08). Today Amul is a symbol of many things. Of high-quality
products sold at reasonable prices. 50 years after it was first launched, Amul's
sale figures have jumped from 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 masse.

8
AMUL stands for,
A = Anand
M = Milk
U = Union
L = Limited

Anand milk union ltd. is based 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. • First hand is
of farmers, without whom the organization would not have existed. • Second hand
is of processors, who process the row material (milk)into finished goods. • Third
hand is of marketer, without whom the product would have not reached the
customers • Fourth hand is of customers, without whom the products would have
not carried on. BASIC INFORMATION Company Name: Amul India (Gujarat
Co-operative Milk Marketing Federation Ltd.) Business Type: Manufacturer
Product/Services: Infant Milk Food, Skimmed Milk Powder, Butter, Cheese
(Cheddar, Mozzarella, Emmental, Gouda), Cheese spreads, Ghee, Condensed
Milk, Chocolates, malted milk food, Breadspreads, fresh milk, UHT milk,
Icecream. Address: Amul Dairy Road Number of Employees: 501 - 1000 People
URL: http://www.Amul.com OWNERSHIP & CAPITAL Year Established:
1973 Representative/Business Owner: B M Vyas Trade & Market Main Markets:
North America, South America, Western Europe, Eastern Europe, Eastern Asia,
Southeast Asia, Mid East Africa Oceania

9
Anand milk union ltd. is based 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.
• First hand is of farmers, without
whom the organization would not have existed.
• Second hand is of processors, who process the row material (milk)into
finished goods.
• Third hand is of marketer, without whom the product would have not
reached the customers
• Fourth hand is of customers, without whom the products would have not
carried on.

10
BASIC INFORMATION

Company Name: Amul India (Gujarat Co-operative Milk Marketing Federation

Ltd.)
Business Type: Manufacturer
Product/Services: Infant Milk Food, Skimmed Milk Powder, Butter, Cheese
(Cheddar, Mozzarella, Emmental, Gouda), Cheese spreads, Ghee, Condensed
Milk, Chocolates, malted milk food, Breadspreads, fresh milk, UHT milk, Ice
cream.
Address: Amul Dairy Road
Number of Employees: 501 - 1000 People
URL: http://www.Amul.com
OWNERSHIP & CAPITAL
Year Established: 1973
Representative/Business Owner: B M Vyas
Trade & Market
Main Markets: North America, South America, Western Europe, Eastern
Europe,
Eastern Asia, Southeast Asia, Mid East Africa Oceania Total Annual Sales
Volume: Above US$100 Million

11
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 Lt. (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 Japanese market in 1994 had not succeeded,
but
now it has fresh plans of flooding the Japanese markets. Other potential markets

12
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.

THE START OF REVOLUTION

The revolution started as awareness among the farmers that grew and matured
into a protest movement and the determination to liberate them. Over four
decades ago, the life of a farmer in Kaira District was very much like that of his
counterpart anywhere else in India. His income was derived almost entirely
from
seasonal crops. The income from milch buffaloes was undependable. The
marketing and distribution system for the milk was controlled by private traders
and middlemen. As milk is perishable, farmers were compelled to sell it for
whatever they were offered. Often, they had to sell cream and ghee at
throwaway
prices. In this situation, the one who gained was the private trader. Gradually,
the realization dawned on the farmers that the exploitation by the trader could
be checked only if marketed their milk themselves. In order to do that they
needed to form some sort of an organization. This realization is what led to the
establishment of the Kaira District Cooperative Milk Producers' Union Limited
(popularly known as Amul) which was formally registered on December 14,
1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme
in June 1948. An assured market proved a great incentive to the milk producers
of the district. By the end of 1948, more than 400 farmers joined in more
village societies, and the quantity of milk handled by one Union increased from
250 to 5,000 litres a day.

13
AMUL’S SECRET OF SUCCESS:

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agro
system of the farmers. It also enables the consumer an access to high quality
milk and milk products. Contrary to the traditional system, when the profit of
the business was cornered by the middlemen, the system ensured that the profit
goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere. Amul has been able to:
• Provide a support system to the milk producers without disturbing their
agroeconomic 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

14
village societies has been trained to undertake the veterinary first-aid and
the artificial insemination activities on their own.

LIST OF PRODUCTS MARKETED

o Breadspreads:
•Amul Butter
•Amul Lite Low Fat Breadspread
•Amul Cooking Butter
o Cheese Range:
•Amul Pasteurized Processed Cheddar Cheese
•Amul Processed Cheese Spread
•Amul Pizza (Mozarella) Cheese
•Amul Shredded Pizza Cheese
•Amul Emmental Cheese
•Amul Gouda Cheese
•Amul Malai Paneer (cottage cheese)
•Utterly Delicious Pizza
o Mithaee Range (Ethnic sweets):
•Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
•Amul Amrakhand
•Amul Mithaee Gulabjamuns
•Amul Mithaee Gulabjamun Mix
•Amul Mithaee Kulfi Mix
15
•Avsar Ladoos
o UHT Milk Range:
•Amul Shakti 3% fat Milk
•Amul Taaza 1.5% fat Milk
•Amul Gold 4.5% fat Milk
•Amul Lite Slim-n-Trim Milk 0% fat milk
•Amul Shakti Toned Milk
•Amul Fresh Cream
•Amul Snowcap Softy Mix
o Pure Ghee:
•Amul Pure Ghee
•Sagar Pure Ghee
•Amul Cow Ghee o Infant Milk Range:
•Amul Infant Milk Formula 1 (0-6 months)
•Amul Infant Milk Formula 2 ( 6 months above)
•Amulspray Infant Milk Food
o Milk Powders:
•Amul Full Cream Milk Powder
•Amulya Dairy Whitener
•Sagar Skimmed Milk Powder
•Sagar Tea and Coffee Whitener
o Sweetened Condensed Milk:
•Amul Mithaimate Sweetened Condensed Milk
o Fresh Milk:
•Amul Taaza Toned Milk 3% fat
•Amul Gold Full Cream Milk 6% fat
•Amul Shakti Standardised Milk 4.5% fat
•Amul Slim & Trim Double Toned Milk 1.5% fat
•Amul Saathi Skimmed Milk 0% fat

16
•Amul Cow Milk
o Curd Products:
•Yogi Sweetened Flavoured Dahi (Dessert)
•Amul Masti Dahi (fresh curd)
•Amul Masti Spiced Butter Milk
•Amul Lassee
o Amul Icecreams:
•Royal Treat Range
(Butterscotch, Rajbhog, Malai Kulfi)
•Nut-o-Mania Range
(Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted
Almond)
•Nature's Treat
(Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black
Currant, Santra Mantra, Fresh Pineapple)
•Sundae Range
(Mango, Black Currant, Sundae Magic, Double Sundae)
•Assorted Treat
(Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,
Megabite, Cassatta)
•Utterly Delicious
(Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) o Chocolate &
Confectionery:
•Amul Milk Chocolate
•Amul Fruit & Nut Chocolate
o Brown Beverage:•Nutramul Malted Milk Food o Milk Drink:

17
 CHAPTER III
LITERATURE REVIEW

18
PACKAGING CHARACTERISTICS AND ITS IMPACT ON CONSUMER BRAND
PREFERENCE WITH SPECIAL REFERENCE TO AMUL MILK.
Author name : Prerna Garg1 Harshit Setia
YEAR : 2015
Conclusion :
This study, therefore, aims at identifying the impact of packaging characteristics on consumer
brand preference with special reference to AMUL milk in Delhi/NCR. The research shows that
there is significant difference in consumer brand preference among consumers of different
genders towards AMUL Milk. The study also shows that packaging characteristics like package
design, liking for package, communication through package and usability of package has a
significant impact on consumer brand preference. The researcher recommended that the
company must make their packaging more user friendly by providing the necessary information
regarding the product on the package.

A STUDY ON THE CONSUMER PREFERENCE TOWARDS MILMA AND AMUL

PRODUCTS
Year: 2020
Conclusion: The study will be based on both primary and secondary data. Kottayam district
of Kerala has been selected as the sample area for the purpose of this study. A total number of
50 samples have been selected for this study. The samples were selected using convenience
sampling technique. The tools and techniques used in this study are percentages, tables and
chart.Consumer preference is one of the important factors that influence the success and fall of
every business. Because of the importance that the consumers give for the milk and milk
products in their daily life, dairy factories and industries growing rapidly.

19
 CHAPTER IV
RESEARCH METHODOLOGY

20
RESEARCH METHODLOGY

The research Methodology is the set of procedure or techniques used to identify, select ,
process, and analyzes information about the subject within its environmental conditions and
limit The research design is the plan of action that links the underpinning assumptions and
frameworks in the methods and techniques used.
DATA COLLECTION: -
Basically, the data can be classified into to categories Ie.
A. Primary Data
B. Secondary Data
A. Primary data: Primary data is data that is collected by a researcher from first hand sources,
using methods like Questionnaire, surveys, interviews, or experiments. The primary data are
those which are collective a fresh and for the first time, these data are of the original character.
These can be collected by a) Questionnaire.
B. Secondary Data: Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all. The
secondary data is collected from 'journals, Internet/websites, articles and research papers'

PROBLEM STATEMENT

This analysis investigates the effectiveness of Amul's diverse product mix in meeting
*consumer needs and examines customer perception of the brand's quality, affordability, and
social impact. The goal is to identify strengths and potential areas for improvement in Amul's
market strategy to enhance customer satisfaction and loyalty.

21
 Need of the study

➢ Amul has always focused on quality and innovation, which helps them stay ahead of
the competition.

➢ Amul has built trust and brand loyalty among its target market by delivering the best
quality products at low rates.

➢ Amul uses technological innovation to offer new dairy products to meet customer
needs.

Objectives of Study

➢ The main objective of the study is

➢ To study product mix strategies of amul.

➢ To understand the impact of product mix of amul on consumers.

➢ To study the perception of consumers about the brand

22
 HYPOTHESIS

Ho: There is no significant relationship between the product mix of Amul and customer
perception about the brand.

H1: There is a Significant relationship between the product mix of Amul and customer
perception about the brand.

LIMITATIONS OF THE STUDY

➢ This research, however, is subject to several limitations. Limitations that I faced

during this research are:
➢ Limited access to data due to covid pandemic and lockdown. So the collection of data
is not sufficient.
➢ The data collected could be biased and inaccurate.
➢ Lack of previous research studies on the topic. Effective verification of data not
possible.
➢ Time constraint is a major factor resulting in limitation of data collection.

23
 CHAPTER V

DATA ANAYSIS &

INTERPRETATION

24
 1. Sources on how Amul products are known

Sr. No No of Respondent Percentage

Advertisement 76.95 76.95%
Family 15.4 15.4%
Friends 0 0%
Company promotion 7.7 7.7%
Total 100 100%

Interpretation:
From the above table and figure we can see that out of 100 customers, the customer known
Amul products, by the Advertainments 76.9%, Family 15.4% and 7.7% of company
promotion.

25
 2. Preference of milk brand
Sr. No No of Respondent Percentage
Milma 0 0
Amul 91.7 91.7%
Anchor 0 0
A-one 0 0
Dinshaw 8.3 8.3%
Total 100 100%

Interpretation:
The above data represents that the 91.7% customer prefer Amul milk brand and 8.3% customer prefer
Dinshaw milk brand.

26
 3) Buying modern dairy products from modern stores

Sr. No No of Respondent Percentage

Yes 69.2 69.2%
No 15.4 15.4%
May be 15.4 15.4%
Other 0 0
Adoption 0 0
Total 100 100%

Interpretation

From the above table 69.2% customer are buy dairy products from modern store and 15.4%
customer are not buy dairy products from modern store

27
 4. Based on Age

Sr. No No of Respondent Percentage

Below 18 0 0
Between 18- 30 92.3 92.3%
Between 30-35 7.7 7.7%
Above 55 0 0
other 0 0
Total 100 100%

Interpretation
The above data represents customer age of response are 92.3% of between 18-30 age group
And 7.7% customer are between 30-55 age-group.

28
 5. Off Take of the products used

Sr. No No of Respondent Percentage

Daily 61.5 61.5%
Weekly 23.1 23.1%
Monthly 15.4 15.4%
Total 100 100

Interpretation
From the above data daily 61.5% customer are prefer Amul products, weekly
23.1% and 15.4% monthly.

29
 6. Factors affecting the buying power of Amul

Sr. No No of Respondent Percentage

Price 7.7 7.7%
Quantity 15.4 15.4%
Taste 38.5 38.5%
Brand name 0 0%
None 30.8 30.8%
Other 7.7 7.7%
total 100 100%

Interpretation
The above data represents, the factor affected the buying powers of Amul, products are price
at 38.5% quantity at 15.4%, taste in 7.7%and none are 30.8%

30
 7. Switching over Amul products with other products

Sr. No No of Respondent Percentage

Yes 23.1 23.1%
No 38.5 38.5%
Maybe 38.5 38.5%
Total 100 100%

Interpretation:

From above table and graph, we see that 38.5% customer are switch the Amul products and
23.1% customer are not switch the Amul products.

31
 8. Amul Parlors’ should be set up

Sr. No No of Respondent Percentage

Yes 76.9 76.9%
No 15.4 15.4%
May be 7.7 7.7%
total 100 100%

Interpretation:
From the above table Amul Parlors are should be set up as 76.9% and 15.4% are no set up.

32
 9. Amul are reasonable priced than it's competitors

Sr. No No of Respondent Percentage

Strongly agree 30.8 30.8%
Strongly disagree 15.4 15.4%

Disagree 7.7 7.7%

Neutral 15.4 15.4%
Agree 30.8 30.8%
total 100 100%

Interpretation:

From the above data Amul are reasonable priced than it's competitors with strongly agree
customers are 30.8%,agree are 30.8%.

33
 10. Amul products are suitable packed

Sr. No No of Respondent Percentage

Yes 83.3 83.3%
No 0 0
May be 8.3 8.3%
total 100 100%

Interpretation:
From the above table and graph Amul products are 83.3% suitable packed and 8.3% may be.

34
 11. Satisfaction with the quality of Amul products

Sr. No No of Respondent Percentage

Yes 100 100%
No 0 0
Maybe 0 0
total 100 100%

Interpretation:
From the above table and graph the Amul products are fully or 100%
satisfaction with the quality.

35
 CHAPTER VI
FINDINGS
&
SUGGESTIONS

36
 FINDINGS

➢ Majority of the consumers prefer easy availability and quality as the main preference
in buying any milk brand.
➢ Most of the respondents are in age group between 18-30 years.
➢ Amul products have been of great influence on all the age groups irrespective of gender
➢ Advertisements are making a huge reputation to the Amul brand. Brand awareness is
very high.
➢ If Amul parlours are set up in each locality, there will be an increase in the consumption
of these products.
➢ Most of the respondents feel that Amul is worth the price and are suitable packed.
➢ Amul has the positive image in the minds of people due to its taste and brand name.

37
 SUGGESTIONS

➢ People use milk for various purposes like making Curd, Lassi, and Ice-cream besides
Tea and for drinking purpose. So a positive perception can be created to make them
think that amul milk is best suited for those purposes.
➢ Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the
region
➢ Suggestions & complaints made by retailers & consumers should be given due
attention to provide maximum satisfaction. This could create and impression that
amul cares for them.

38
CHAPTER VII
CONCLUSION

39
 Conclusion

➢ From the findings it is clear that most people prefer amul products due to its taste, quality and
brand image.
➢ Strong advertisements are the key in the success of Amul products in India

➢ Diverse Product Range: Amul's extensive product mix, including dairy products like milk,
cheese, butter, and ice cream, caters to a wide range of consumer needs.

➢ High Brand Loyalty: Strong customer perception is driven by consistent quality, affordability,
and trust in the brand.

➢ Innovation and Quality: Regular product innovation and adherence to quality standards
enhance customer satisfaction and brand reputation.

➢ Market Leader: Amul's strategic marketing and widespread distribution network have
established it as a market leader in the dairy industry.

Hypothesis Testing
Null Hypothesis Ho: There is no significant relationship between the product mix of Amul
and customer perception about the brand.

Alternate Hypothesis H1: There is a Significant relationship between the product mix of
Amul and customer perception about the brand.

From the above study it is concluded that there is a Significant relationship between the
product mix of Amul and customer perception about the brand, thus Null hypothesis is
rejected.

40
CHAPTER VIII
REFERENCES

41
REFERENCE BOOKS
Kotler, Philip Marketing Management, 15th Edition, 2017, Pearson Education
Alice M. Tybout, Tim Calkins, Philip Kotler Kellogg on Branding: The Marketing Faculty of
the Kellogg School of Management, January 7th 2011 by Wiley
McKee, Steve Power Branding: Leveraging the Success of the World‘s Best Brands, January
7, 2014
Tan, Willie Research Methods: A Practical Guide for Students And Researchers, 1st Edition,
2017, World Scientific Publishing.
https://www.researchgate.net/profile/Arumalla-Nagaraju/publication/369334515_volume9-
issue56-2020/links/641554b592cfd54f840cc53b/volume9-issue56-2020.pdf#page=14

42
CHAPTER IX
ANNEXURE

43
ANNEXURE

1)Sources on how Amul products are known

o Advertisement
o Family
o Friends
o Company promotion

2. Preference of milk brand

o Amul
o Anchor
o A-one
o Other:
o Clear selection

3. Buying Dairy products from Modern Stores

o Yes
o No
o Maybe
o Other:

4. Based on Age
o Below 18
o Between 18-30
o Between 30-55
o Above 55
o Other:

5. Off Take of the products used

o Daily
o Weekly
o Monthly

6. Factors affecting the buying power of amul

44
o Price
o Quantity
o Taste
o Brand name
o None
o Other

7. Switching over Amul products with other products

o Yes
o No
o Maybe

8. Amul parlours should be set up

o Yes
o No
o Maybe

9. Amul are reasonable priced than it's competitors

o Strongly Agree
o Strongly Disagree
o Disagree
o Neutral
o Agree

10. Amul products are suitable packed

o Yes
o No
o Maybe
11. Satisfaction with the quality of Amul products
o Yes
o No
o Maybe.

45