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General Introduction Introduction & History Profile of the Industry Product Profile About the Topic Consumer Behaviour Consumer Satisfaction Marketing Research Research Methodology Data Analysis And Interpretation Findings, Suggestion & Conclusion SWOT Analysis Annexure: Bibliography & Webliography b) Questionnaire





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 highquality products sold at reasonable prices, of the genesis of a vast cooperative 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 40s, 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.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.


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.


Amul : Asias largest dairy co-operative was created way back in1946 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 farmers can provide means for the socio-economic development of the under privileged marginal farmers.


Amul a co-operative society and its co-operation has led many different awards in its favour. 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: Padmashri 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 Memento 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 is going places, Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias 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. GCMMF recorded a turnover of Rs.2,922crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.



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 up liftmen and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere.



Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems, 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. 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.


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.

Third plant is at Kanjari, which produces cattelfeed.


Fourth plant is at Khatraj, Which engaged in producing cheese.

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.

S.No. 1. 2. 3. NAME Tazaa Slim & Trim Gold TYPE Toned Milk FAT 3.0% min. SOLID NATURAL FATS 8.5% min. 9% min. 9% min.

Double Toned Milk 1.5% min. Full Cream Milk 6% min.


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. o Buyer behavior is reflected from awareness right through post purchase evaluation indicating satisfaction and non satisfaction , from purchaser o Buyer behavior includes communication, purchasing and consumption behavior o Consumer behavior is basically social in nature hence the social factors play important roles in shaping buying behavior o 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



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



customer and consumer words are referred as synonyms but the difference exists customer - the purchaser of product or service , may or may not be the end user consumer- the end user , may or may not be the purchaser new age of business demands differentiation of customers by

individual differences in consumer expectations, preferences and influences. Firms need to go into deep of consumer behavior to analyze and act to achieve objectives



Consumer behaviour 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: Who buys products or services? How do they buy products or services? Where do they buy them? How often they buy them? Why do they buy them? 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 will be very important to understand what & how mush them to evaluate the goods & services offerings.




Stimuli- need, reasons, influences, gathering information Information processing- process , analyze information about

Decision making - on the basis of analysis , decision to go for Response- response to buy without any prejudice For industrial buyers the process is almost similar only with addition of re-buy, modified re buy or new task.



Individual factors Cognitive thinking process perception , attitudes , Needs/motives Personal characteristics demography, lifestyles ,personal traits Environmental factors Culture- values ,beliefs, sub cultural / cross cultural factors Social class- social class , society Influence groups family, opinion leaders, reference group Situational variables purchase occasion , market communication, shopping behavior, price , sales influence , product position


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 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.

Consumer research is the methodology used to study consumer behaviour 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.


Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the marketing environment.

Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision making. - Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. - Phillip Kotler.



Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (1) (2) (3) (4) (5) (6) (7) (8) Define the problem and its objectives. Identify the problem. Determine the information needed. Determine the sources of information. Decide research methods. Tabulate, Analyse and interpret the data. Prepare research report. Follow-up the study.

1) DEFINE THE PROBLEM AND ITS OBJECTIVES:- This includes an effective job in planning and designing a research project that will provide the needed information. It also includes the establishment of a general framework of major marketing elements such as the industry elements, competitive elements, marketing elements and company elements.

2)IDENTIFY THE PROBLEM :- Identifying the problem involves getting acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of companys officials.


3)DETERMINING THE SPECIFIC INFORMATION NEEDED:- In general the producer, the manufacturer, the wholesaler and the retailer try to find out four things namely :(1) (2) (3) What to sell When to sell Where to sell

4) DETERMINE THE SOURCES OF INFORMATION:Primary Data:- Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors. Secondary Data:- These are generally published sources, which have been collected originally for some other purpose. Source are internal company records, government publication, reports & publication, reports & journals, trade, professional and business associations publications & reports. 5) DECIDE RESEARCH METHODS FOR COLLECTING DATA: - If it is found that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are:A) Survey C) Experimentation B) Observation D) The Panel Research


A) Survey Method: - In this method, information gathered directly from individual respondents, either through personal interviews or through mail questionnaires or telephone interviews. B) Observation Method: - The research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique. C) Experimental Method: - This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. D) The Panel Research:- In this technique the same group of respondents is contacted for more than one occasion; and the information obtained to find out if there has been any in their taste demand or they want any special quality, colour, size, packing in the product. a) Preparation of questionnaire b) Pre-setting of questionnaire c) Planning of the sample


The report must give/contain the following information:a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design, instructions.)

7) FOLLOW-UP THE STUDY The researchers, in the last stage, should follow up this study to find if his recommendation are being implemented and if not, why


Seek the general perception of consumer towards Amul Milk. To know the consumer psyche and their behaviour towards Amul Milk.


To know the relationship of sales with the advertisement. To know awareness of people towards Amul Milk. To know which advertisement tool is mostly preferred by people. To know the preference of Amul Milk with comparison to Other competitive brands. To know the factors which affects consumers buying behaviour to purchase milk.

Information requirement
First, I had to know about all the competitors present in the Milk segment (Reputed and well established brands as well as Local brands). Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market. 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. The main information needed is the various types of brands available in the market, their calorific value and various other facts. 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.


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.

The sampling design used was Convenience sampling, which is a nonprobability sampling method. The convenience factors were the availability and approachability of the respondents.

All types of outlets that stock and sell Amul milk in the markets. The outlets have been classified into as follows Convenience stores: All kinds of shops including bakeries Eateries: all kinds of eating joints


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



The limitations of the research were as follows 1. Lack of proper experience on the part of the researcher in conducting such studies in the past. 2. Time frame required was not enough to survey more number of outlets.

Quantitative analysis is performed using the data collected at each outlet to estimate the presence of Amul milk. Tools Utilized Percentage Analysis Graph Chart



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) People who buy milk available in retail outlets, superstores, etc 100 respondents (Age ranging Between 18 yrs to 65 yrs)

2. Sample Unit 3. Sample size :

4. Method

Direct interview through questionnaire.

5. Data analysis method

Graphical method.

6. Area of survey

Raipur District.

7. Timing of survey

9.00 am to 5.30 pm.



Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to their willingness to purchase milk. The help of questionnaires conducted direct interviews, in order to get accurate information. In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. I visited as many respondents as I can and asked them their real likings about any milk and also got an idea. 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. 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. People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.



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 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 exhibits different perception towards products. In classification of gender the following number is used to know their perception.

Classification of Customers Based On Sex

Sex Male Female Total No. of respondents 35 65 100 Percentage % 35 65 100

Sources: Primary Data



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.


70 60 50 40 30 20 10 0 Male Female t d n p s e R f . o N 35 6 5
Male Female


Occupation is also influences a persons consumption pattern. A blue collar worker will buy work clothes, 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 Employee House wife Others Total 20 10 65 05 100 20 10 65 05 100

Sources: Primary Data


20% of the respondents are businessmen, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.


80 60 40 20
t d n p s e r f . o N

B usin ess


Employee House wife


E m plo yee H ouse w ife Othe rs

Graph No. 5.2


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.

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 5001-10000 10001-15000 15001 & above Total

38 30 21 11 100

38 30 21 11 100

Sources: Primary Data


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.


4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0
T D P S E R F . O N

38 30 21 11

Be low 5 00 0

5 00 11 00 00

1 00 01 - 1 50 01& 1 50 00 a bove


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

Factors Quality Brand image Price Easy availability Others Total ` No. of Respondents 38 28 20 14 Nil 100 Source: Primary Data Percentage % 38 28 20 14 Nil 100



38% of respondents buying AMUL Milk 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.

40 35 30 25 20 15 10 5 0

No. of respondents

38 28 20 14





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 1 Litre 2-4 Litre More than 4 Litres Total No. of Respondents 70 10 20 100 Percentage (%) 70 10 20 100

Sources: Primary Data


70% of the respondents are consuming one litre per day. 10% of the respondents are consuming two to four litres per day. 20% of the respondents are consuming more than four litres per day. From the above table we can conclude that majority of the respondents were consuming one litre per day.

Analysis of Average Consumption of Milk Per Day

70 60 50 40 30 20 10 0


No. of Respondents




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

Duration 6 Months 1-2 Years 3-4 Years More than 4 years Total No. of Respondents 05 15 20 60 100 Sources: Primary Data Percentage (%) 05 15 20 60 100


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.
Analys isof Purchas eD uration of the Milk Products

60 50 40 30 20 10 0


No.of R espondents

15 5


6 1-2 3-4 More Months Y ears Y ears than4 years C ons um ption



The behaviour 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.

Analysis of Rating towards AMUL Milk.

Ratings Excellent Good Average Poor Total No. of Respondents 25 48 22 05 100 Percentage (%) 25 48 22 05 100

Source: Primary Data


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.

Analys is of R ating towards Am ul Milk Products 50 45 40 35 30 25 20 15 10 5 0

No.of R es pondents

48 25 22 5 Ex cellent Good Averag e Poor R ating



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.

Analysis Respondents
Response Yes No Total








No. of Respondents 96 04 100

Percentage (%) 96 04 100

Sources: Primary Data



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.

Analys isof Value F or Money P aidBy The C ons um ers

100 96

No. of R es pondents

80 60 40 20 0 4 Y es Response No



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 (%)










Sources: Primary Data



97% of the respondents were recommended Amul milk and, 03% of the respondents were not recommended Amul milk and products to others. From the above table we can conclude that majority of the respondents were recommended Amul milk.
Analys is of R ecom m endations

No.of R es pondents


80 60 40 20 0 Yes

3 No



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. 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 etc for the Amul Milk. 3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data, 79% of the respondents income is under this group. 4. The main purchasing factors for the Amul Milk 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. 96% the respondents think that purchasing Amul milk is value for the money i.e. Amul milk is valuable product for them. 7. It is found in the survey that customer are influencing through Word of Mouth.



Milk purchasing 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 GCMMF 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.


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. Therefore, an occupation is the factor influencing the product.


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.


Since Amul is having loyal customers and therefore 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.



Milk is having high demand and it is considered as a very essential products. In present practice, purchase of milk is through dealers. In this connection dealers approach towards the product.


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


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.


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.


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.



Very efficient distribution channel. Brand name. Trust of the end users. Shelf life of the products. Quality of the product. Relationship with the distributor.

No supply as per demand.

Capture the market where supply of milk is nil.

From National & Local players: Sanchi Dinshaw Pawan Venus Abis



Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi.


Business World

Research Methodology:

C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna