Chapter – 1

Introduction

1
INDUSTRY OVERVIEW:-

India is the world's largest producer and consumer of dairy. the dairy market in India
reached a value of INR 9,168 Billion in 2018.. India is also globally the largest milk
producing country since 1997. In India, the co-operatives and private dairies have
access to only 20% of the milk produced. Approximately, 34% of the milk is sold in
the unorganized market while 46% is consumed locally. This is in comparison to most
of the developed nations where almost 90% of the surplus milk is passes through the
organized sector.

The Indian ice cream industry is one of the fastest growing segments of the dairy or
food processing industry. Currently the ice cream market in India is estimated to be
over INR 4,000 crores, and is growing at a rate of 15-20% year-on-year. It is projected
that by 2020, the market will reach a value of approximately INR 6,198 crores.

It is expected that the Asia Pacific cheese market will double its present size of USD
8.3 billion to reach approximately USD 15.5 billion by the year 2021. India and China
are the two countries in this region with a fast growing cheese market.

Analysts believe that the cheese sector in India is set for rapid growth. Utilizing the
benefits of an integrated sales and distribution system and employing diversified
sourcing is the way forward in the sector. The value added dairy industry segment is
expected to attract investments and entry of new players in the coming years. Players
are emphasizing on offering the consumer better quality differentiated products.
Consumers are looking for more and healthier dairy options and introducing such
cheese options will see traction in the market.

It has been projected that the Indian cheese market will grow at a CAGR (Compound
Annual Growth Rate) of approximately 31% during 2015-2020, in terms of sales
values.

All key players including Amul, Nestle, Mother Dairy, Parag, Danone and Britannia
have been profiled. The report contains latest industry leader's opinions.

2
TOP 10 DAIRY COMPANIES IN INDIA CONSIDER TO
PRODUCTION
1) Anand Milk Union Limited.:-Anand milk union limited Ltd was founded
in the year 1946. Its headquarter is located in Anand India. It is one of the top
dairy companies in India.
2) Karnataka Co-operative Milk Federation:-Karnataka Co-operative
Milk Federation is one of the top dairy companies in India. It is offering a range
of products like paneer, curds, pedha, milk.
3) Kwality Ltd:-The company was started in the year 1992 as Kwality Dairy.
It is one of top private sector dairy companies in India. It is offering a range of
innovative products and currently enjoy the huge presence in Northern India.
4) Mehsana District Co-operative milk producer Union Ltd
(Dhudhsagar Dairy):-The company was founded in the year 1963. Its
headquarter is located in 1963. It is one of the top dairies in Asia.
5) Mother Dairy & Vegetable Pvt. Ltd.:-Mother Dairy Fruit & Vegetable
Pvt Ltd was founded in the year 1974. Its headquarter is located in Noida, Uttar
Pradesh. It is one of the top dairy companies in India.
6) Schreiber Dynamix Dairies Pvt Ltd:-Schreiber Dynamix Dairies Pvt
Ltd was started in the year 1945. It is headquartered in Green Bay. It is one of
the top dairy companies in India producing cream cheese, yogurt, process
cheese.
7) Gujarat Cooperative Milk Marketing Federation Ltd:- Amul India
is one of the top 10 diary companies in India. There are many brands that are
operating under Amul including Amul Milk, Bread Spreads, Cheese, Beverage
Range, Amul PRO, Ghee, Dahi etc.
8) Tamilnadu Co-operative Milk Producer Federation Ltd.:- It is
one of the top dairy companies in India, currently located in Tamil Nadu.
9) The Kerala Cooperative Milk Marketing Federation Ltd
(Milma):- The company was founded in the year 1980. It is headquartered in
Thiruvananthapuram. The company product range includes milk products and
cattle feeds.

3
10) The Orissa State Co-operative Milk Producer Federal Ltd.:-The
Orissa State Cooperative Milk Producers Federation Ltd was founded in the
year 1985. Company’s product range includes milk & milk products,
horticulture products, kandhamal organic products, cattle feed. Its
headquarter is located in Bhubaneswar, Orissa.

4
HISTORY

Saurashtra region of Gujarat state is very rich in animal population. Amongst animals,
milk cattle are also rich in its milk and its quality. Cows and buffaloes are major milk
cattle besides goat, sheep, etc. Amreli district is considered as rich milk cattle district.
The milk producers are not organized and they have to sell milk to the traders at their
price. As the milk is very highly perishable product, the milk producers have to sell
milk at the terms and price of the traders. The milk producers were not getting
remunerative price of their raw milk.
Shri Dilipbhai Sanghani from Amreli constituency soon realized to extend help to the
milk producer and tried to organize the milk producers of Amreli District. Meanwhile,
National Dairy Development Board has called a meeting some time back of co-
operative leaders of Saurashtra Region. The NDDB has proposed one Milk Co-
operative Union of Saurashtra Region. Since, the NDDB has formed District Milk Co-
operative Union in other part of the Gujarat, the leaders of Saurashtra Region
emphasized to form a separate District Milk Co-operative Union for each District of
Saurashtra Region.
In March 2016 Amar dairy started its new plant at Dhari road Amreli. The Amar dairy
started to follow all the standards of Amul& also started producing the Amul products
like- milk, curd, ghee, butter milk in all variants. The Amar dairy produce all these
products and supply to the wholesalers. The employment has increased because of the
Amar dairy in Amreli.

5
COMPANY PROFILE OF AMAR DAIRY
Name of Dairy Amreli Dist. Co-operative Milk Producer's Union Ltd.

Established Year July 2002

Chairman Mr. Ashwin Savaliya

M.D. Dr. R. S. Patel

Size of Unit Medium Scale Unit

Registered office AMR dairy, Amar tribheto, Dhari Road,Amreli-365601

Head Office AMR dairy, Amar tribheto, Dhari Road,Amreli-365601

Registration Number SA-32674

Website https://www.amrdairy.com/

6
 VISION
Amar dairy is cooperative society and it is a not just a profit making unit but
aims to serve better worth of society.
 MISSION
To assure and safeguard the interest of the milk in city area and supplier of rural
areas and for these Amar dairy deals accordingly to provide best quality product
at reasonable price to their customer.

7
Functional
department

8
DEPARTMENTAL CHART

Functional
Department

Production Marketing Finance HR

Department Department Department Department

9
Production
department

10
PRODUCTION DEPARTMENT

INTRODUCTION

The main aim of this department is to produce goods & service of the right quality,
right quantity, at the right time and at minimum cost.

PRODUCTION PROCESS

COLLECTION RAW MILK

PASTEURIZING & STANDARDIZING

SEPERATION PROCESS

QUALITY CHECK

PACKAGING PROCESS

STORAGE

1) COLLECTION OF RAW MILK:-Raw milk is collected from different

Bulk milk coolers of Gujarat. About 100,000litres of raw milk is collected per
day. Then milk sample is sent to the laboratory for analysis e.g. FAT, SNF, all
milk adulterants and OT, the milk is taken from the chilling centres. With the
help of trucks. After collecting the samples of milk they are taken to the
laboratory where two types of test are conducted.

11
2) PASTEURIZING & STANDARDARDIZING:-To pasteurize the
milk means to kill the germs in the milk by a particular method which was
invented by a scientist called JAMES PASTEUR and so the name
pasteurization. In the pasteurization method milk is first heated at 82 degree c
to 86 degree c for 15 seconds and then it is immediately cooled below 4 degree
c by this method they destroy the pathogenic bacteria present in the raw milk.
But if the right degree of temperature is not provided there are chances that milk
might contain germs. After this process some milk goes to operator machine &
remaining is proportionately sent for standardization. STANDARDIZATION
process bifurcates the milk in 3 categories varying according to the SNF & FAT
contents. The equipment named Tetra alfas Auto standardize, adjusts the FAT
directly. The computer is just ordered whether gold or standard milk is to be
rationed and the same will be received with appropriate contents.
Ready milk = Pasteurized + Standardized

3) Separation Process:-Separation machine separates two kinds of products,

skimmed milk & cream, through channels. There are 100 disks fixed in
separator machine, which revolve at 3000 rpm (revolution per minute). It is
taken to the tanks, which has the capacity of 20000 litres. Whenever the milk is

12
 needed from the tank it is tested in the laboratory & the deficit proportion FAT
is added by mixing cream. This process continues for 24 hours.

4) Quality check:-Pasteurized milk is sent to the quality Assurance laboratory

of the dairy plant. Then milk goes to packaging section.

5) Packaging process:-After the quality check is done milk is sent for the
packaging at the milk packing station in the dairy plant. In the milk packaging
stations there are huge pipelines &behind them there is polyfil machine from
which tahe material to pack milk comes out. From each of these 6 machines are
there in the packing section.

6) Storage:-Then the milk is sent to the cold storage of the dairy where the milk
is stored until it is dispatched. Here the milk is stored is temperature ranging
below 4c◦, it is maintained with the help of exhaust fans having silicon chips.
About 80,000 to 90,000 litres of milk is dispatched from the cold storage of the
dairy plant every day. The damaged pouches are kept aside and the milk is once
again put to the tank.

13
Plant location

Amar dairy is established at strategic location of Amreli city at Dhari road, where state
highway is passing so there has a good transportation facility which is helping in
procuring milk and to distribute milk and milk products to the consumer. Amar dairy is
connected with GCMMF so it sales milk and milk products under the brand name of
Amul. And also produce milk and milk products on the basis of target given by Amul.
Then Amar dairy distribute milk and milk products to their distributor for consumer.

LOCATION FACTORS
The location of the project is selected with the consideration of the following aspects:
(1) Availability of raw material
(2)Market proximity-consumer & other whole sale market
(3) Availability of man power
(4) Availability of water &power
(5) Availability of land
(6) Availability of generator

14
Marketing
department

15
 MARKETING DEPARTMENT

All the marketing operations are handled by Amul federation. Selling & distribution
strategies are also run by the Amul federation. Pricing strategy is also decided by Amul
federation.

PRODUCT PLANNING

By changing the proportion of various ingredients we can make the different qualities
and types. Mainly is to be divided according to the customer’s requirement. Moreover
in order to maintain the up to date standard and quality of the product, a special care to
be taken regarding the inputs of raw material.
Thus, attention is needed during the purchase of raw material such as milk. The main
controlled item and its allocation to the user it’s made by directorate of industry of the
state. The other raw material i.e. water, milk etc. milk procure from local market and
other city of Gujarat.
If the milk is cold than it is good and quality of milk increase more.
In the Amar Dairy there is a Butter melt which helps in producing ghee.
PRICING POLICIES

In Amar Dairy, price is decided by the Amul federation on the basis of quality and the
quantity of the product. The marketing strategy is built around price, as pricing makes
major contribution in allocation of scarce resources in profitability of the business
ventures. Amul uses combination of competitive and low cost pricing for its marketing
mix.
PLACE

Amul can use various types of marketing. They use movement market, hoarding
market, promote tv shows, sponsor events, tv advertisement etc. they do marketing in
different crowded area. Amul selects place where people can be easily attracted with
their advertisement.

16
 Promotion

Amar dairy is connecting with Amul dairy Anand so it produces milk and milk products
for Amul.
Amul is doing marketing on several ways like:
 Amul India has never spent more than 1% of its budget on ads and promotion.
 The ads by Amul are designed as series of hoardings with designs relating to
day-to-day issues.
 It has sponsor many television shows of product like Amul star voice of India,
Amul master chef.
 Amul is giving advertisement on television, hoardings, newspaper and radio.

17
Human Resource
department

18
 HUMAN RESOURSE DEPARTMENT

INTRODUCTION

The right man for right job would be criteria for this proposed project. The manpower
requirements have been worked out on the basis of the establishment of this proposed
project. In assessing these requirements the basic presumption is that raw milk would
be purchased from the affiliated co-operative milk societies members. Therefore,
purchasing network would not be required. There will be marketing of pasteurized milk
and ghee. The same will be marketed through retailers and traders of Amreli District.
Even though, the manpower required for marketing is also considered for smooth
working of the Union.

ORGANISATION STRUCTURE:

This figure essentially describes various hierarchical positions and number of personnel
required for particular posts. The Dairy of the Union is headed by a Managing Director
who directly reporting to Chairman.

The Managing Director assisted by the general manager, personal Manager who
assisted by assistant manager. Supervisor assisted by assistant manager and clerk
operator, time keeper, typist, watchman, and peon assistant by head clerk. Supervisor
would be responsible for quality production of finished products. He would be also
responsible for the maintenance of plant machineries of the unit. Accounts Manager
would be looking after factory account, auditing of account and liaison with the bank
and tax department.

19
Organisation chart

General
Manager

Personnel
Manager

Assistant
Manager

Supervisor

Head Clerk

Time
Clerk Operator Typist Watchman
Keeper

Peon

20
Finance department

21
 FINANCE DEPARTMENT

INTRODUCTION

The financial requirements for the modern dairy and integral / related other processing
activities for different fixed assets and capital expenditure including working capital
requirement are worked out in this section.

LAND AND LAND DEVELOPMENT

The New Modern Dairy and other integral / related processing are to be carried out on
the land considered to be taken on its own land of the Union and N. A. Permission is
already received. The Dairy installed and commissioned within the stipulated time limit
for availing various benefits declared by Central/State Governments.

BUILDING & OTHER CIVIL WORKS

The dairy building, structure, storage building, office building, labour quarters and
water facilities constructed.

PLANT &MACHINERY

The total cost of Plant & Machinery with its foundations is worked out to the tune of
Rs.180 crore including electrification work.

OTHER FIXED ASSETS

We have considered the assets for increasing the efficiency for the unit of the Union.
The cost of the other fixed assets is worked out to the tune of Rs.17.00 Lakhs.

22
The End Year of 31-03-2019

Year 2017-2018 Capital and Dept Year 2018-19

5,00,00,000.00 Official Share Fund 5,00,00,000.00

89,60,600.00 Reimbursement Share 89,23,600.00

Fund

4,91,35,631.46 Reserve Fund 5,59,31,40.08

45,48,40,085.38 Other Fund 46,57,69,914.31

13,80,36,084.45 Depreciation Fund 29,58,59,041.08

39,28,23,128.00 Fund Under Government 37,06,47,913.00

Scheme

2,59,90,854.98 Deposits 3,97,58,665.90

8,56,62,098.23 Current Liability 12,69,44,264.58

2,63,14,926.00 Provision Fund 4,83,56,896.06

44,80,922.16 Remaining use of Under 83,96,269.00

the scheme of the
government scheme

42,13,98,129.00 Loan and Liability 41,16,71,863.22

1,13,98,061.46 Net Profit 1,07,53,706.17

1,61,90,40,521.12 Total 1,84,30,13,538.40

This sheet approved in general board meeting at 29/05/2019.

23
PRODUCTS OFFERED BY AMAR DAIRY

Products and services

Amul Ghee Amul Buttermilk

Amul Milk Amul Dahi(Curd)

Amul Butter Amul T-special Milk

24
 RANGE OF PRODUCTS MANUFACTURED AT AMAR

NO Milk Butter Curd Ghee

. milk

1. Gold 500ml Bm 500ml Lite dahi 200gm 500 ml

pouch

2. Gold 6ltr Bm 6ltr Lite dahi 5kg 1ltr

3. Tazza 6ltr Masti dahi 1kg 15kg

4. Tazza 200ml Masti dahi

400gm

5. Cm 500ml Masti dahi

200gm

6. Cm 1ltr Masti dahi 5kg

7. Tea special
1ltr

25
 CHAPTER-2

Diagnosis Phase

26
 A. Rationale statement of the study :-

 We have carried out this research to analyse and compare the displays of
Amul and Mahi Shoppe.
 From this research we analysed that how much effect does displays of Amul
or Mahi Shoppe create on consumers’ mind.
 So our research topic name is stated below.

 “A comparative study on display of Amul and Mahi Shoppe and its impact
of consumer decision making”

B. Background of the study:-

Milk is used on daily bases. India is leading country in dairy sector. Many
company are competitors of each other. Our project area is Amreli and we have
carried out this study to analyse which Shoppe display is best between Amul
and Mahi. From this we can get to the conclusion that which company’s product
display creates effect on consumer mind.

A good display of the product is good perception set in customer mind that’s
why we have carried out study on how much effect the display of store is created
on customer’s mind to purchase Amul product.

So we decide to make study on “A comparative study on display of Amul and

Mahi Shoppe and its impact of consumer decision making”.

27
 C. Objective of the study:-

 Primary objective:-
o A comparative study on display of Amul and Mahi Shoppe and its
impact of consumer decision making
 Secondary objectives:-
o To study the four basic functions of Amar dairy.
o To study to how consumer take decision.
o To analyse the impact of good store display in consumer perception
o To analyse the perception of the milk brand in consumer mind.
o To analyse the impact of good store display in consumer perception.
o To study to which Shoppe’s display is comparatively good.
o To study to what is impact on consumer of display product to take
purchase decision.

28
 Task:-

No. Contents Date

1 Introduction 21 July 2019 to
10 Aug. 2019
2 Research 11 Aug.2019 to
Methodology 26 Aug.2019
3 Data 27 Aug.2019 to
collection 14 Sep.2019
4 Data 15 Sep.2019 to
Analysis 30 Sep. 2019
5 Findings and 1 Oct.2019 to
Suggestion 14 Oct.2019
6 Conclusion 15 Oct. 2019 to
21 Oct.2019
7 Final 23 Oct. 2019
Submission

29
 CHAPTER-3

DESIGN AND
ANALYSIS PHASE

30
 Methodology adopted for data collection

 Research Design
The researcher should specify the approach be intends to use with respect to the
proposed study largely speaking can be groped in to three categories. This project report
is done with the help of descriptive research design.

 Research Method
Research is essentially an investigation a recording & analysis of evidence for the
purpose of gaining knowledge. In this project report we used quantitative research
method.

 Population
Population means our research area where and how much area analysis .In this project
report we have taken Amreli people as our population.

 Sampling Technique
Sampling technique means how we can select the sample in short which is convince for
us. In this project report we have used non-probability sampling technique.

 Sampling method
Sampling method means which method use for taking sample from population. In this
project report we collected data convenience non probability sampling method.

31
 Sampling Frame

Research Type Descriptive Research

Population People of Amreli city

Sampling Technique Non-Probability

Sampling Method Convivence

Sampling Area Amreli

Sampling Unit People who visited stores

Data Collection Method Online Survey (Digital)

Data Collection Instrument Questionnaire

Sampling Size 253

Data collection type Primary Data

32
DATA ANALYSIS AND
INTERPRETATION

33
 A) Gender:-

Gender
Female, 52,
21%

Male, 201, 79%

Male Female

Gender No. of Respondent

Male 201

Female 52

Total 253

INTERPRETATION

From the above chart we can observe that out of 253 respondents,201 were male and
remaining 52 respondents were female.

34
 B) Age:-
50 to 60, 12, Above 60, 1,
5%
Age
Under 18, 5, 0%
2%
30 to 50, 31,
12%

18 to 30, 204,
81%
Under 18 18 to 30 30 to 50 50 to 60 Above 60

Age No. of Respondent

Under 18 5

18 to 30 204

30 to 50 31

50 to 60 12

Above 60 1

Total 253

INTERPRETATION :-

From the above chart we can observe that out of total 253 respondents, 5 respondents
were under the age of 18 years, 204 respondents in between the age of 18 to 30,31
respondents in between the age of 30 to 50,12 respondents in between the age of 50 to
60 and remaining 1 respondents were age above 60.

35
 C) Income:-

Income
Above 30000,
40, 16% Under 10000,
64, 25%

20000-30000,
54, 21%

10000-20000,
95, 38%
Under 10000 10000-20000 20000-30000 Above 30000

Income No. of Respondent

Under 10000 64

10000 to 20000 95

20000 to 30000 54

Above 30000 40

Total 253

INTERPRETATION

From the above chart we can observe that out of 253 respondent 64 respondents had
income below 10000 rupees, 95 respondents had income in between 10000 to 20000
rupees, 54 respondents had income in between 20000 to 30000 rupees and remaining
40 respondent had income above 30000 rupees.

36
 1) Which company's milk product do you mostly use?

Milk
Other(Sheetal,
Gopal,Madhur,
Farmer), 37,
15%

Mahi, 30, 12%

Amul, 176, 73%

Amul Mahi Other(Sheetal,Gopal,Madhur,Farmer)

Milk No. of Respondent

Amul 176

Mahi 30

Other(Sheetal,Madhur,Farmer) 37

Total 253

INTERPRETATION

From the above chart we can observe that out of 253 respondent, 176 respondent had
used amul milk, 30 respondent had used mahi milk and remaining 37 respondent had
used other brand milk.

37
 2) Why are you inclined towards your preferred brand?

Price 36

Taste 109

Brand 75

Quality 189

0 20 40 60 80 100 120 140 160 180 200

Why inclined No. of Respondent

Price 36

Taste 109

Brands 75

Quality 189

Total 253

INTERPRETATION:-

From above chart we can observe that out of 253 respondent, 36 respondents were
inclined towards the product because of price, 109 respondent were inclined towards
the product because of taste, 75 respondent were inclined towards the products because
of brand and remaining 189 respondent were inclined towards the product because of
quality.

38
So we can say that majority people prefer milk brand because of its quality

3) Do you wish to have any changes in your preferred

brand?

Changes in prefered brand

Yes, 67, 26%

No, 186, 74%

Yes No

Changes in its preferred No. of Respondent

brand
Yes 67

No 186

Total 253

INTERPRETATION

From above chart we can observe that out of 253 respondent, 67 respondent were
wishing for changes in preferred brands and remaining 186 respondent were not
wishing for changes in preferred brands.

39
 3)(1) which parameter/s do you wish to have change in
your preferred brand

Price 40

Taste 16

Packing 16

Quality 23

0 5 10 15 20 25 30 35 40 45

Changes in which factor No. of Respondent

Price 40

Taste 16

Packing 16

Quality 23

INTERPRETATION

From the above chat we can observe that out of total 95 respondents,40 respondents
were wish to changing in price. 16 respondents wishing to changing in taste. 16
respondents wishing to changing in packing and remaining 23 respondents wishing to
changing in quality.

40
 4) Have you ever visited amul’s and mahi’s company
outlets ?

Visited

No, 128, 51% Yes, 125, 49%

Yes No

Visited No. of Respondent

Yes 125

No 128

Total 253

INTERPRETATION

From the above chat we can observe that out of total 253 respondents,125 respondents
had visited the store and remaining 128 respondents had not visited the store.

(Note :- So next all question for these 125 respondent because visited

both outlets.)

41
 5) Which store appearance did you liked more ?

Appearance

Mahi, 20, 16%

Amul, 105, 84%

Amul Mahi

Like more No. of Respondent

Amul 105

Mahi 20

Total 125

INTERPRETATION

From the above chat we can observe that out of total 125 respondents, 105 respondents
had liked the amul store and remaining 20 respondents had liked the mahi store.

42
 6) What did you liked the most in the store?

Like More
Seating
Arrangement,
13, 11% Lighting, 34,
27%

Display, 78,
62%
Lighting Display Seating Arrangement

Like more No. of Respondent

Lighting 34

Display 78

Seating Arrangement 13

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 34 respondents
liked lighting of store, 78 respondents liked display of store and remaining 13
respondents liked seating arrangement of store.

43
 7) Are you influenced by the products presented in the
display?

Influencing by displaying product

No, 23, 18%

Yes, 102, 82%

Yes No

Influence of display No. of Respondent

Yes 102

No 23

Total 125

INTERPRETATION

From the above chat we can observe that out of total 125 respondents, 102 respondents
had been influenced by product presented in display and remaining 23 respondents had
not been influenced by product presented in display.

44
 8) Does your purchase decision have any impact of
product display ?

Impact of display product on purchase decision

No, 36, 29%

Yes, 89, 71%

Yes No

Impact of display product on No. of Respondent

Purchase Decision
Yes 89

No 36

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 89 respondents
were agreeing that there was impact of the display product on their purchasing decision
and remaining 36 were disagreeing that there was no impact of display on their purchase
decision.

45
 9) Does your purchase decision have any impact of
interior environment of the store ?

Impact of interior environment on purchase decision

No, 33, 26%

Yes, 92, 74%

Yes No

Impact of interior No. of Respondent

environment on Purchase
Decision
Yes 92

No 33

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 92 respondents
had an impact of interior environment on their purchase decision, while 33 respondents
were not having any impact of interior environment on their decision.

46
 10) Describe the level of agreeableness for the
following statements.

Agreeableness
70
61
58 57
60
50
47 46
50 44
40 36

30 26 25
18
20 14
8
10 5
2 2 1
0
Stores with attractive Store with proper Systematic Good store display
furnishings attract arrangements helps arrangement of increases the amount of
customers. customer to select products urges sales for a shop
product easily customers to purchase
the product.

SA A N D SD

Agreeableness SA A N D SD

Stores with 47 58 18 2 0
attractive furnishing
attract customer
Stores with proper 36 61 26 2 0
arrangement helps
customer to select
product easily
Systematic 50 44 25 5 1
arrangement of
product urges
customer to
purchase the product
Good store display 46 57 14 8 0
increases the amount
of sales for a shoppe

47
INTERPRETATION

1. Stores with attractive furnishing attract customer.

From the above chart we can observe that out of total 125 respondents, 47
respondents strongly agreed, 58 respondents agreed, 18 respondents neutrally
and remaining 2 respondents were to disagreed with the statement that Stores
with attractive furnishing attract customer.
2. Stores with proper arrangement helps customer to select product easily.
From the above chart we can observe that out of total 125 respondents, 36
respondents strongly agreed, 61 respondents agreed, 26 respondents were
neutral and remaining 2 respondents were disagreed with the statement that
Stores with proper arrangement helps customer to select product easily.
3. Systematic arrangement of product urges customer to purchase the product.
From the above chart we can observe that out of total 125 respondents, 50
respondents strongly agreed, 44 respondents agreed, 25 respondents were
neutral, 5 respondents were disagree and remaining 1 respondents strongly
disagreed, with the statement that Systematic arrangement of product urges
customer to purchase the product.
4. Good store display increases the amount of sales for a shoppe.
From the above chart we can observe that out of total 125 respondents, 46
respondents strongly agreed, 57 respondents agreed, 14 respondents were
neutral and remaining 8 respondents disagreed with the statement that Good
store display increases the amount of sales for a shoppe.

48
 11) On the basis of the given factors which company
seems to attract you the most.

Attractness
120
104
97 95
100 91
85
80

60
40
40 34
28 30
21
20

0
Cleaning Lighting Temprature Display Availablity of
product

Amul Mahi

Attract most Amul Mahi

Cleaning 97 28

Lighting 85 40

Temperature 104 21

Display 95 30

Availability of 91 34
product

INTERPRETATION

1. Cleaning
From the above chart we can observe that out of 125 respondents, 97
respondents were attract by cleaning of amul store and remaining 28
respondents were attract by cleaning of mahi store.

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2. Lighting
From the above chart we can observe that out of 125 respondents, 85
respondents were attract by lighting of amul store and remaining 40 respondents
were attract by lighting of mahi store.
3. Temperature
From the above chart we can observe that out of 125 respondents, 104
respondents were attract by temperature of amul store and remaining 21
respondents were attract by temperature of mahi store.
4. Display
From the above chart we can observe that out of 125 respondents, 95
respondents were attract by display of amul store and remaining 30 respondents
were attract by display of mahi store.
5. Availability of products
From the above chart we can observe that out of 125 respondents, 91
respondents were attract by availability of products in amul store and remaining
34 respondents were attract by availability of products in mahi store.

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 12) Do you think store display affects consumer
buying decisions?

Affect of display of store

No, 19, 15%

Yes, 106, 85%

Yes No

Store display No. of

affected respondent

Yes 106

No 19

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 106 respondents
agrees that store display affects the consumer buying decision and remaining 19
respondents disagrees that store display does not affect the consumer buying decision.

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 13) How much impact does store displays have in
your purchase decision?

Level of impact of display store on purchase

No significant impact, 4, 3%
Low, 6, 5%
Very High, 28,
23%

Moderate, 34,
27%

High, 53, 42%

Very High High Moderate Low No significant impact

Level of impact No. of

respondent

Very high 28

High 53

Moderate 34

Low 6

No significant impact 4

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 28
respondents said that store display have a very high impact on purchase decision,
53 respondents said that store display have a very high impact on purchase decision,

52
34 respondents said that store display have a very high impact on purchase decision
and remaining 4 respondents said that store display have a very high impact on
purchase decision with the statement that impact does store displays have in your
purchase decision.

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 14) Will you prefer to purchase the product from the
store having good ambiance?

Prefer from good ambiance

No, 20, 16%

Yes, 105, 84%

Yes No

Prefer product from good ambiance No. of respondent

Yes 105

No 20

Total 125

INTERPRETATION

From the above chart we can observe that out of total 125 respondents, 105 respondents
prefers the product from the store having good ambiance and remaining 20 respondents
did not agree to prefer the product from the store having good ambiance.

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 FINDINGS:-
 Majority of people use Amul milk.
 Majority of people buying Amul product because of quality.
 Majority of people like Amul’s Shoppe and its arrangement and display of
product.
 Impact of display product and interior environment is most affective in taking
purchase decision.
 People agree to take decision on basis of good environment, good arrangement
of product, attractive display, etc.
 People are influenced because of the good display of the product.
 Majority people takes decision on the basis of interior environment of stores.
 Majority people have an good impact of store display.
 Majority people buy milk because of the quality.
 Majority of people like the Amul stores.
 There is high impact of display of product on consumer mind.

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 CHAPTER-4

IMPLEMENTATION
PHASE

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Benefits:-

Benefits to student:-

 To know the Amar dairy function.

 With the help of this project we know the what is effect of displaying product
on sell.

Benefits to Amar dairy

 From this project report they came to know how much competitor are
compete.
 To take the necessary steps.

Suggestion & Future Recommendations:-

 From this study we would like to suggested Amul should maintain their
customer base.
 Amul brand should provide attractive schemes to their customers.
 Though customers are attracted with display of Amul products, Amul stores
should make more creative display which can attract kids too.
 Amul should also adopt new technology upgrades and should provide digital
services like making an application to dealer can do order, generate report, etc.
 Amul can take advantage of its quality but now mahi company also compete in
this factor so it is threat for company so try to new factored develop like price.

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Conclusion:-

 Conducting about the comparative study of Amul and mahi company’s Shoppe
and its impact on taking purchase decision of customer. All function are well
running. It is truly a well-organized and well-managed unit. All the departments
of the unit is perfectly co-ordinate and managed.

 Displaying product on company’s Shoppe is most affect to take the purchase

decision of customer. Good appearance, good product arrangement, good
display, good interior environment and good furnishing are most impact and if
above all factor are good compare to competitor so easily take competitive
advantage and sell is grow.

 At the last we can say that Amul company’s outlet is best but try to give more
attractive view and provide ambiance environment.

 After visiting Amar dairy we feel very glad that we had be a part of it for some
time. This visit gave us much practical knowledge and very good experience.
The unit is also installed with the latest automatic machines. The staff and
worker are also well organize and co-operative.

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 References

 Website refers

https://www.amrdairy.com/

http://www.fao.org/3/i0588e/I0588E05.htm

http://thedairytimes.com/dairy-milk-processing-market-india-2018-2019-2023-
researchandmarkets-com/

https://www.imarcgroup.com/dairy-industry-in-india

https://www.fundoodata.com/learning-center/top-10-dairy-companies-india/

 Book refers

 Consumer Behaviour
 Research Methodology
 Human Resource Management

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Annexure:-

 THIS STUDY IS CONDUCTED BY GTU STUDENTS AS A PART OF

MBA PROGRAMME.THIS IS QUESTIONNAIRE SURVEY ABOUT
AMUL MILK BRAND.THIS STUDY IS INTENDED FOR
EDUCATIONAL PURPOSE ONLY & SHALL NOT BE USED FOR
ANY COMMERCIAL PURPOSE.
Questionnaire:-

NAME: - --------------------------------------------------------------------------------

GENDER: - A) MALE B) FEMALE

AGE: - Under 18, Under 30, Under 50, Under 70

MOBILE:-

EMAIL:-

INCOME (MONTHLY): - UNDER10000, 10000 TO 20000, 20000 TO 30000,

ABOVE 30000

1) Which company’s milk product do you mostly use?

(a) AMUL (b) MAHI (c) OTHER(Sheetal. Gopal, Madhur, Farmer, etc...)
2) Why are you inclined towards your product?
(a) Quality (b) Brand (c)Taste (d)Price
3) Do you like any changes in your product?
(a) YES (b) NO
a. If yes then which parameter:-
i. Taste
ii. Price
iii. Packaging
iv. Quality
4) Have you ever visited Mahi’s and Amul’s company outlet?
(a) Yes (b) No

IF YES THEN

5) Which store appearance did you liked more?

(a) Amul (b) Mahi

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6) What did you liked the most in the store?
A) Lighting B) Display C) Seating Arrangement
7) Are you influenced by the products presented in the display?
A) Yes B) No

8) Does your purchase decision have any impact of product display ?

A)Yes B) No

9) Does your purchase decision have any impact of interior environment of the
store A)Yes B) No
10) Describe the level of agreeableness for the following statements.

Sr. S S
Particulars A N D
No. A D

1. Stores with attractive furnishings attract customers.

2. Systematic arrangement of products urges customers to

purchase the product.

3. Store with proper arrangements helps customer to select

product easily.

4 Good store display increases the amount of sales for a

shoppe.

SA: Strongly Agree A: Agree N: Neutral D: Disagree SD: Strongly Disagree

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11) On the basis of the given factors which company seems to attract you the
most.

Factor Amul Mahi

Cleaning

Lighting

Temperature

Display

Availability of product

12) Do you think store display affects consumer buying decisions?

A) Yes B) No
13) How much impact does store displays have in your purchase decision?
A)Very High B) High C) Moderate D) Low E) Not significant impact
14) Will you prefer to purchase the product from the store having good ambience?
A) Yes B) No

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