Introduction

The brand name "Amul," from the Sanskrit "Amulya," (meaning Precious)was suggested by a quality
control expert in Anand.), formed in 1946, is adairy cooperative in India. It is a brand name managed by
an apexcooperative organization, Gujarat Co-operative Milk Marketing FederationLtd. (GCMMF),
which today is jointly owned by some 2.8 million milkproducers in Gujarat, India.AMUL is based
in Anand, Gujarat and has been an example of a co-operativeorganization's success in the long term. It is
one of the best examples of co-operative achievement in the developing economy. "Anyone who has
seen the dairy cooperatives in the state of Gujarat, especially the highlysuccessful one known as
AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such
a model a thousandtimes over in developing regions everywhere."The Amul Pattern hasestablished itself
as a uniquely appropriate model for rural development.Amul has spurred the White Revolution of India,
which has made India thelargest producer of milk and milk products in the world. It is also the
world'sbiggest vegetarian cheese brand. Amul is the largest food brand in India andworld's Largest
Pouched Milk Brand with an annual turnover of US $1050million (200607). Currently Unions making
up GCMMF have 2.8 millionproducer members with milk collection average of 10.16 million liters
perday. Besides India, Amul has entered overseas markets such as Mauritius,UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a fewSouth African countries.
DrVerghese Kurien, former chairman of theGCMMF, is recognized as a key person behind the success
of Amul.

History
The Birth of Amul
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by middlemen
Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of
Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off
the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the
farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He
advised them to get rid of middlemen and form their own co-operative, which would have procurement,
processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under
the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel,
they formed their own cooperative in 1946.

This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy.
Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the
founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the
task of running the dairy from 1950.

The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should become
the basis of a National Dairy Development policy. He understood that the success of Amul could be
attributed to four important factors. The farmers owned the dairy, their elected representatives managed
the village societies and the district union, they employed professionals to operate the dairy and manage
its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive
to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of
replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to
replicate this model throughout the country.
The Amul Model
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at
the village level federated under a milk union at the district level and a federation of member unions at
the state level.
Establishment of a direct linkage between milk
producers and consumers by eliminating
middlemen


Milk Producers (farmers) control procurement,
processing and marketing


Professional management



The Amul model has helped India to emerge as the largest milk producer in the world. More than 15
million milk producers pour their milk in 1,44,500 dairy cooperative societies across the country. Their
milk is processed in 184 District Co-operative Unions and marketed by 22 State Marketing Federations,
ensuring a better life for millions.

OBJECTIVES OF THE STUDY
This project is based on various factors which consumer consider in purchase of AMUL milk towards.
Objectives of study are:
1. To understand the various factors which consumer consider in purchasing Amul products.
2. To Analyze the relative importance of the various factors of consumer behavior in buying amul
products .
3. To understand the consumer perception of the above set factors.
4. Finally to conclude the consumption of Amul products based on these factors.

SCOPE OF THE STUDY
Customer buying behavior is an important element in the research activity. This customer buying
behavior decides the fate of the product and organization. There is various factors influence to the
customer buying behavior. These factors are:
Post purchase behavior, Reputation, Product availability, Branding, and convenient etc.



LIMITATION OF THE STUDY:
1. Total coverage of the study is limited to the few customers for collecting Data about Amul .
2. Sample size of the study is restricted to 70 customers only.
3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the
data systematically.
4. Time is the one constraint of the survey.

Review of literature

Organisation
GCMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product
marketing organisation with annual turnover (2013-14) US$ 3.0 billion. Its daily milk procurement is
approx 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions
covering 31 districts, and 3.23 million milk producer members.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',which
aims to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money. Its success has not only been emulated in
India but serves as a model for rest of the World. It is exclusive marketing organisation
of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and has a dealer network of
10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range
comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese,Ice-cream, Paneer,
chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House"status.
Many of our products are available in USA, Gulf Countries,Singapore, The Philippines, Japan, China
and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in
Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy" for its outstanding export performance and contribution in dairy products sector by APEDA. In
2013-14, GCMMF took giant strides in expanding its presence in International markets. Amuls
presence on Global Dairy Trade (GDT) platform in which only the top six dairy players of the world sell
their products, has earned respect and recognition across the world. By selling milk powders on GDT,
GCMMF could not only realize better prices as per market demand but it also firmly established Amul
in the league of top dairy players in world trade.
For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award
in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award
instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality
Award - 2003 for adopting noteworthy quality management practices for logistics and procurement.
GCMMF is the first and only Indian organisation to win topmost International Dairy Federation
Marketing Award for probiotic ice cream launch in 2007. For the innovations, GCMMF has received
AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating for better tomorrow
award in 2014. For the tree plantation activity GCMMF has received seven consecutive Good Green
Governance award from Srishti during 2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the representation of the
economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.
GCMMF - An Overview
Year of Establishment 1973
Members
17 District Cooperative Milk
Producers' Unions
No. of Producer Members 3.23 Million
No. of Village Societies 17,025
Total Milk handling capacity
per day
23.2 Million litres per day
Milk Collection (Total -
2013-14)
4.79 billion litres
Milk collection (Daily
Average 2013-14)
13.18 million litres
Cattlefeed manufacturing
Capacity
6190 Mts. per day
Sales Turnover -(2013-14)
Rs. 18143 Crores (US $ 3.0
Billion)



FACILITY LAYOUT:
Plant layout is the overall arrangement of the machine tools, handlingequipments, storeroom and other
various accessories required for facilitatingproduction in a factory. These arrangements are pre-planned
with theresults that the building has been constructed to fit a layout of a givenprocess.AMUL plant is
indigenously worked out with facilitation of various productionprocesses and production of multi
products under one plant. The total plot isnearly about
2.27 kms
. Separate buildings are provided with requiredarrangements of machine tools handling and computers
connection throughthe control room to fit for varying product-manufacturing departments.The plant is
engaged in producing milk, ice creams, milk powder and ghee.Entire department is uniquely provided
with facilities for the processing eachproduct. There are 4 production departments and packaging
departmentspertaining to each product respectively


Brands
Amul Milk , Bread Spreads, Cheese, UHT Milk, Beverage Range, Amul PRO, e Cream, Paneer, Dahi,
Ghee, Milk Powders, Nutramul, Mithai Range, Mithai Mate, Chocolates, Fresh Cream, Pouch Butter
Milk .
PRODUCTS IN DETAILS
Amul Milk
Product Name Amul Gold
Packing Poly Pack - 500ml, 1000ml, 5 Ltr
Product Name Amul Taaza
Packing Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr

Bread Spreads
Product
Name
Amul Butter
Packing 100g, 500g, 50g, 20g, 10g Blister
Product
Name
Amul Lite
Packing 100g, 500g, 200g
Product
Name
Delicious Table Margarine
Packing 100g, 500g, 200g tub & Single serve pack
Product
Name
Amul Cooking Butter
Packing 100g, 500g, 50g, 20g, 8.1g

Cheese
Product
Name
Amul Processed Cheese
Packing
Cheese Block( 200g,400g, 1 kg)
Cheese Tins (400g NEOE,EOE),EOE tin has an easy open end
Cheese Slices (200g,400g,750g), Amul A+ Cheese Slices 200g
Cheese Chiplets (200g, 500g and 1 kg)
Product
Name
Amul Emmental Cheese
Packing
Amul Emmental Cheese is available in a 400 gm pack for the comsumer and a large wheel
(5.5 Kg) for the institutional segments.
Product
Name
Amul Gouda Cheese
Packing
Amul Gouda Cheese is available in a 250 gm pack for the comsumer and a larger wheel of 1
Kg for the institutional segments. There is attractive Gouda (500g), Knife and Cheese Board
combo Pack as well for the connoisseurs.
Product
Name
Amul Cheese Spread
Packing
Amul Cheese Spread comes in 3 flavors:
Amul Cheese Spread Tub 200g(Plain)
Amul Cheese Spread Tub 200g (Pepper)
Amul Cheese Spread Tub 200g (Garlic)
And a variant : Amul Creami Cheese Spread Tub 200g (creamier)
Product
Name
Amul Pizza Mozarella Cheese
Packing
1 kg Pack
200g pack
Also available as Amul Shredded Cheese 1 Kg for Institutions

UHT Milk
Product Name Amul Gold
Packing 1000 ml
Product Name Amul Taaza
Packing 1000 ml, 500 ml & 200 ml
Product Name Amul Calci+ Milk
Packing 1000 ml & 200 ml
Product Name Amul Lite Milk
Packing 1000 ml, 200 ml

Beverage Range


Amul PRO
Product
Name
Amul PRO
Packing
500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO
a distinct advantage of standing out of the clutter on retail shelves.
500g Refill: Amul PRO is also available in an attractive 5 panel 500g Refill

Ice Cream
Product
Name
Amul Ice Cream

Packing
Cone 120 ml, 100ml, 80 ml & 50 ml
Cup 125 ml, 100 ml, 80 ml, 90 ml & 40 ml
Plastic
Container
1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml
Stick 70 ml, 60 ml, 40 ml
Take Home
Bulk / catering packs (5 litre, 4 litre), take home packs (2.2 litre, 1.5 litre, 1.25
litre, 1 litre), combo packs (750 ml+750ml Free) and family packs (500 ml,
250
ml)



Product
Name
Amul Flaavyo

Packing 125 ml, 500 ml cup, 5 ltr Bulk pack


Paneer
Product Name Amul Malai Paneer

Packing
Diced Paneer - 100 g, 200 g & 1 kg
Block Paneer - 200 g & 1 kg
Product Name Amul Fresh Paneer

Packing Block Paneer - 200 g & 1 kg


Dahi
Product Name Amul Masti Dahi

Packing
Poly Pack - 200 gm, 400 gm, 1 kg *
PP Cup - 200 gm, 400 gm, 100 gm
Product Name Amul Probiotic Dahi

Packing 200g & 400g

Product Name Amul Flaavyo Yoghurt
Description Flavoured Probiotic Yoghurt
Packing 100 g Cup


Ghee
Product Name Amul Ghee

Packing
Pouch : 500 ml & 1 Ltr
Tin : 200ml,280ml,500ml,1Lrt,2 Ltr and 5 Ltr
Refil : 200ml , 500ml and 1 Ltr
PET Jar : 200ml & 500 ml
Bulk Pack :10 Kg Plastic Bucket , 15 Kg Tin

Product Name Amul Cow Ghee

Packing
Pouch : 500 ml
Tin : 1 Ltr


Milk Powders
Product Name Sagar Skimmed Milk Powder

Packing 500g Pouch

Product
Name
Amulya

Packing
1 Kg Pouch, 500g Pouch / Refill, 200g Pouch / Refill, 100g Pouch, Rs 10 Pack, Rs 5
Pack

Nutramul

Product Name Nutramul

Packing 500g Refill


Mithai Range



Mithai Mate

Product Name Amul Mithai Mate

Packing
400 g Tin : For Household Consumption.
7.5 kg Tin : Bakery and Institutions
280 kg Barrel : For Industrial Use like Biscuit and Chocolate manufacturing etc

Chocolates
Product Name Amul Cooking Chocolate

Packing
Dark pure / compound chocolates 500g
Milk pure / compound chocolates 500g
Dark / milk chocolate chips (10 kg)
Cocoa powder (20kg bag)
Choco paste plain / milk (10 kg)

Product Name Amul Fruit 'n' Nut Chocolate CONGRATS PACK

Packing Available in 150g chocolate cum greeting card pack

Product Name Utterly Delicious Chocolate Syrup

Packing Chocolate syrup 650g plastic bottle, Chocolate syrup 3kg plastic Jar

Product Name Amul Chocolate

Packing
Milk Chocolate 12g, 22g, 35g
Fundoo Milk Chocolate 12g, 30g
Dark Chocolate 35g
Fruit & Nut 40g, 2x150g
Almondbar 35g



Fresh Cream

Product Name Amul Fresh Cream

Packing
200 ml : For Household Consumption
1 Ltr : For Caterers, Hotels, Restaurants and Institutions.


Pouch Butter Milk
Product Name Amul Pouch Butter Milk
Packing Poly Pack - 500ml


STORAGE:
Then the milk is sent to the cold storage of the dairy where themilk is stored until it is dispatched.
Here the milk is stored istemperature ranging from 5 degree c to 10 degree c, it is maintainedwith the
help of exhaust fans having silicon chips. About 40000 litersof milk is dispatched from the cold storage
of the dairy plant everyday.The damaged pouches are kept aside and the milk is once again put tothe
storage tank.

Any Time Milk (ATM) Machine
Amul has installed a "Any Time Milk" machine which dispenses a 300-ml pouch of fresh milk for Rs
10, at Anand's Amul Dairy. As a first step, Amul plans to install six such ATMs in Anand itself.
According to Rahul Kumar, MD of Amul Dairy, Amul wants to add a whole range of dairy products,
which could be dispensed through these machines
Advertising

In 1966, Amul hired Sylvester , then managing director of the advertising agency AS to design an ad
campaign for Amul Butter. daCunha designed a campaign as series of hoardings with topical ads,
relating to day-to-day issues. It was popular and earned a Guinness world record for the longest running
ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat
Dabholkar had been involved with sketching the Amul ads; the latter rejected the trend of using
celebrities in advertisement campaigns.r credited chairman Verghese Kurien with creating a free
atmosphere that fostered the development of the ads.
Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of
not backing down. Some of the more controversial Amul ads include one commenting on the Naxalite
uprising in West Bengal, on the Indian Airlines employees strike, and one depicting the Amul butter girl
wearing a Gandhi cap.
In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that 'freedom of choice' died in
'2013', in opposition to the Supreme Court of India overruling the judgment of Delhi High Court and
criminalising homosexuality again
The Amul brand
GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales
offices spread all over the country, more than 5000 wholesale dealers and more than 700000 retailers.
Amul became the world's largest vegetarian cheese and the largest pouched-milk brand.
AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40
countries of the world. AMUL is exporting a wide variety of products which include whole and
skimmed milk powder, cottage cheese (Paneer), UHT milk, clarified butter (Ghee) and indigenous
sweets.
The major markets are USA, West Indies, and countries in Africa, the Gulf Region,
and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others such as
Mauritius, Australia, Hong Kong and a few South African countries. Its bid to enter the Japanese market
in 1994 did not succeed, but it plans to venture again.
In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to
find out Asia's top 1000 Brands. In 2013, Amul was named the Most Trusted brand in the Food and
Beverages sector in The Brand Trust Report, published by Trust Research Advisory, where as in the
2014 edition of The Brand Trust Report, Amul is ranked 7th in the list of India's Most Trusted Food and
Beverages brands