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A PROJECT REPORT ON
“CUSTOMER BONDING TOWARDS AMUL MILK
& MILK PRODUCTS IN ANAND DISTRICT”
Project Report Submitted
By
Mr. Saiyed Sohelahmed S
[USN: 1HM07MBA44]
This is to certify that Mr. Saiyed Sohelahmed S a bonafied student of IV Sem MBA
bearing USN:1HM07MBA44 has carried out the Summer project Report entitled A STUDY ON
“CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” under my
Signature of the
Guide,
………………………
Mr. Vinayak Kammar,
Lecturer,
MBA dept. HMSIT,
Tumkur.
Contents
1 General Introduction 1
Introduction to the Topic 1
Profile of the Industry 3
Company Profile 7
Product Profile 17
2 Theoretical Background of the Study 21
3 Design of the Study 24
List of Tables:
List of Graphs:
DECLARATION
I hereby declare that this dissertation entitled A STUDY ON “CUSTOMER BONDING TOWARDS
AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” Submitted in partial fulfillment for the
I also declare that this dissertation is a result of my own efforts and has not been submitted
earlier for the award of any degree/ diploma or any other University.
ACKNOWLEDGMENT
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 6
The Taste of India
I would like to take this opportunity to express my since gratitude to all those who
guide me in right direction to complete this report.
I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of H.M.S.I.T. for his
encouragement throughout the course of this study.
I also take this opportunity to thank Dr. Hasmukh Savlani, Director and
Prof.G.V.M.Sharma, Head of the Department of Management Studies for their constant
guidance and assistance throughout this study.
I also express my sincere thank to Mr. G.D.Trivadi administrative officer of Amul for
giving proper guidance of the project and also thanks to Amul to give me the opportunity for
doing project work.
Last but not the least, I would like to thank my respondents for sparing their precious
time to answer my questionnaire and giving me the valuable information I needed. Finally
my sincere thanks to my parents and to my entire friend to their support and motivation
throughout the project.
Saiyed Sohelahmed s
(USN.1HM07MBA44)
DATE:
CERTIFICATE
This Training Report is submitted for the Award of partial fulfillment of the
Master’s degree in Business Administration Affiliated to VTU, Belgaum during the month of
January 2009.
Chapter-1
INTRODUCTION:
“Marketing is a total system of business, an ongoing process of:
1. Discovering and translating consumer needs and desires into the
products services (planning and producing the planned products).
2. Creating demand for this product and services (through promotion and
pricing)
3. Serving the consumer demand through planned and physical
distribution) with the help of marketing channels and then I turn.
4. Expanding the market even in the place of keen competition.”
The modern marketer is called upon to set the marketing objectives, develop the
marketing plan, organize the ,marketing function, implement the marketing plan
or programme ( marketing mix) and control the marketing programme to ensure
the accomplishment of the set marketing objectives. The marketing programme
covers producer planning or merchandising, price, promotion and distribution.
In short, modern marketing begins with the customer, not with production
cost, sales, technological landmarks and it ends with the customer satisfaction
and social well-being. Under the market- driven economy buyer or customer is
the boss.
Marketing has been viewed as an ongoing or dynamic process involving a
set of interacting activities dealing with a market offering by producers to
consumers on the basis of reliable marketing anticipation.
Marketing is a matching process by which a process by which a producer
provides a marketing mix that meets consumer demands of a target markets
within the limits of society. The process is based on corporate goals and
corporate capabilities. Marketing process brings together producers and
consumers the two main participants in exchange. Each producer or seller has
certain goals and capabilities in making and marketing his products. He uses
marketing research as a tool to anticipate market demand. Then he provides a
marketing mix in order to capitalize marketing opportunity. An exchange or a
transaction takes when market offering is acceptable to the customer who is
prepared to give something value I return against the product so bought.
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy science,
which deals with the processing of milk and the manufacture of milk products
on an industrial scale.
The dairy sector in the India has shown remarkable development in the past
decade and India has now become one of the largest producers of milk and
value-added milk products in the world.
The dairy sector has developed through co-operatives in many parts of
the State. During 1997-98, the State had 60 milk processing plants with an
aggregate processing capacity of 5.8 million litres per day. In addition to these
processing plants, 123 Government and 33 co-operatives milk chilling centers
operate in the State.
Also India today is the lowest cost producer of per litre of milk in the
world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars.
Also to take advantage of this lowest cost of milk production and increasing
production in the country multinational companies are planning to expand their
activities here. Some of these milk producers have already obtained quality
standard certificates from the authorities. This will help them in marketing their
products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This
growth is going to come from the greater emphasis on the processed foods
sector and also by increase in the conversion of milk into milk products. By
India contributes to world milk production rise from 12-15 % & it will increase
up to 30-35% (year 2020)
The research and development need to the dairy industry to develop and
survives for long time with better status. The various institute and milk dairy
companies R&D results provide base for today’s industry growth and
development. The research and development of products of dairy, like yogurt
and cheese market research and company reports provides insights into product
and market trends, analysis opportunities, sales and marketing strategies will
help local milk unions to develop and spread world wide through obtaining this
knowledge. Specific on market share, segmentation, size and growth in the US
and global markets are also helps industry to expand its market worldwide even
small union also.
Development of Food Processing Industry:
The food processing industry sector in India is one of the largest in terms
of production, consumption, export and growth prospects. The government of
accorded it is a high priority, with a number of fiscal relieves and incentives, to
encourage commercialization and value addition to agriculture produce, for
minimizing harvest wastage, generating employment and export growth.
Food processing industry is providing backbone support to the milk
industry. The development food products by using milk can give good market
opportunities to produces milk.
Products and Industry Status:
Among the products manufactured by organized sector are Ghee, Butter,
Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed
milk etc.. some milk products like Casein and Lactose are also being
manufactured lately. Therefore, there is good scope for manufacturing these
products locally.
Liberalization of the economy has led to a flood of new entrants, including
MNCs due to good prospects and abundant supply.
The facts and figures here shown are calculated on the basis of percentage increases pear
year.
Production in million
Year
MT
1993-94 61.2
1994-95 63.5
1995-96 65.0
1996-97 68.0
1997-98 71.0
1998-99 74.5
1999-00 78.0
2000-01 81.51
2001-02 85.17
2002-03 89.0
2003-04 93.0
2004-05 97.65
2005-06 102.45
2006-07 107.58
Company profile
Company Profile of Amul:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Variants, all meaning "priceless", are found in several Indian languages. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul
Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08).
Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices.
50 years after it was first launched, Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other
brand comes even close to it. All because a thumb-sized girl climbed on to the
hoardings and put a magical spell on the masses
A= Anand
M = Milk
U = Union
L = Limited.
Milestone of Amul:
Name Karia district co-operative milk producer’s ltd, widely known as
“Amul”
From Co-operative sector registered under the co-operative society act
Location Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,
India
Registration 14th December, 1946
Registered Kaira district co-operative milk producer’s ltd, Anand -388 001.
Gujarat
Size Production of different products on large scale, collecting 9 to 15
lakh liters milk everyday & producing milk products.
Plant There are 4 plants
1) Amul Plant 2) Kanjari Plant
3) Mogar Plant 4) Khatraj Plant
Banker 1. The Kaire District Center Co-Operative Bank Ltd.
2. UTI bank 4. Bank of Baroda
3. SBI 5. Corporation bank 6. Bank of
Maharashtra
Working 10:45 am to 5:45 pm
Founders 1. Shri Tribhuvandas K. Patel
2. Shri Sadar Vallabhbhi Patel
3. Shri Morarji Desai
4. Shri Verghese Kurien
5. Shri Harichand M. Dalaya
Amul (Anand milk union ltd.) is abased on four hands, which are coordinated
with each other. The actual meaning of this symbol is co-ordination of four
hands of different people by whom this union is at the top position in Asia.
o First hand is of farmers, without whom the organization would not
have existed.
o Second hand is of processors, who process the row material (milk)
into finished goods.
o Third hand is of marketer, without whom the product would have
not reached the customers
o Fourth hand is of customers, without whom the products would
have not carried on.
and milk products in the world. It is also the world's biggest vegetarian cheese
brand.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand
with an annual turnover of US $1050 million (2006-07). Currently Amul has
2.6 million producer members with milk collection average of 10.16 million
litres per day. Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong
Kong and a few South African countries. Its bid to enter Japanese market in
1994 had not succeeded, but now it has fresh plans of flooding the Japanese
markets. Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognized
as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,
chairman of the Banaskantha Union, was elected chairman of GCMMF.
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of
the Himalayas. Similar is the story of Amul which inspired Operation Flood and
heralded the 'White Revolution' in India. It began with two village cooperatives
and 250 liters of milk per day, nothing but a trickle compared to the flood it has
become today. Today Amul collects processes and distributes over a million
liters of milk and milk products per day, during the peak, on behalf of more than
a thousand village cooperatives owned by half a million farmer members.
Further, as Ganga-ma carries the aspirations of generations for moksha, Amul
too has become a symbol of the aspirations of millions of farmers.Creating a
pattern of liberation and self-reliance for every farmer to follow.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June
1948. An assured market proved a great incentive to the milk producers of the
district. By the end of 1948, more than 400 farmers joined in more village
societies, and the quantity of milk handled by one Union increased from 250 to
5,000 liters a day.
system of the farmers. It also enables the consumer an access to high quality
milk and milk products. Contrary to the traditional system, when the profit of
the business was cornered by the middlemen, the system ensured that the profit
goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere. Amul has been able to:
The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the
village societies.The village society also facilitates the implementation of
various production enhancement and member education programs undertaken
by the Union. The staff of the village societies has been trained to undertake the
veterinary first-aid and the artificial insemination activities on their own.
GCMMF: An Overview
Butter Cheese
Nature butter Britannia
Lebon
Achievements \ awards:
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 23
The Taste of India
Amul a co-operative society and its co-operation has led many different
awards in its favor.
Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel
1965: “Padmshri awarded was given to V. Kurien, general manager, by
the president of India
1987: “Best Productivity” awarded by national productivity council for
the year 1985-86 awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive year 1986-
87 by the president of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self sustaining co-operative
worldwide ICA regional office for Asia and pacific, New Delhi, 1996.
1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO 9001-2000
and HACCP Certificate and effects are got to obtain ISO 14000.
Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Delicious Low fat, low Cholesterol
Bread Spread
Delicious Table
Margarine
The Delicious way to eat
healthy
Milk Drinks
Amul Kool Millk Amul Kool
Shaake
Powder Milk
Amul Spray Infant Milk Amul Instant Full
Food Cream Milk Powder
Still, Mother's Milk is Best for A dairy in your home
your baby
Amulya Dairy
Whitener
The Richest, Purest Dairy
Whitener
Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most hygienic milk
available in the market.
Pasteurised in state-of-the-art
processing plants and pouch-
packed for convenience.
Amul Calci+
Cheese
Amul Pasteurised Amul Cheese Spreads
Processed Cheese Tasty Cheese Spreads in 3 great
100% Vegetarian Cheese made flavours..
from microbial rennet
Gouda Cheese
For Cooking
Amul / Sagar Pure Ghee Cooking Butter
Made from fresh cream. Has
typical rich aroma and granular
texture. An ethnic product made
by dairies with decades of
experience.
Desserts
Amul Ice Creams Amul Shrikhand
Premium Ice Cream made in A delicious treat, anytime.
various varieties and flavours with
dry fruits and nuts.
Health Drink
Nutramul Amul Shakti Health
Malted Milk Food made from Food Drink
malt extract has the highest Available in Kesar-Almond and
protein content among all the Chocolate flavours.
brown beverage powders sold
in India.
Chapter -2
Theoretical Background of This Study
D. METHODOLOGY
The study is mainly concerned with behaviors of the customers’
satisfaction towards AMUL products and Milk products. Hence various data
and methodology is considered in my report preparation. The main data
sources are:
PRIMARY DATA
The primary data refers to original information gathered for a
specific purpose and provides up to date, accurate and relevant information
and it is gathered in an investigation according to the needs of the problem.
METHODS:
The survey method is used to collect the primary data with the help
of questionnaire based on explorative and conclusive research.
SAMPLING UNIT:
It refers to the individuals who are to be surveyed in the study and
it is the customer who is consuming or using or who has bought AMUL milk
and milk products are surveyed.
SAMPLE SIZE:
It refers to the number of people surveyed for this topic, in the
study 100 people were surveyed and responses drawn.
SECONDARY DATA:
The secondary data can be defined as data collected by son\me one
else for purposes other than solving problem being investigation and
previously meant for another purpose.
A secondary data is collected from the books, periodical journals,
magazines, papers, company records, internet and other publication.
CHAPTER – 3
THEORITICAL DISCUSSION
INTRODUCTION:
The term “market” is derived from the Latin word ‘Marcatus’ which
means to trade or place of business. So in the literal sense and in the ordinary
language, the term ‘Market’ refers to a certain place, where buyers and sellers
personally meet each other and make their purchase and sales. In short, it means
a certain place where goods are bought and sold.
However in commerce the term ‘Market’ is used in the economic sense.
In the economic sense the term ‘Market’ does not refer to any particular place
where buyers and sellers meet face to face and make their purchase and sales,
but covers the whole of any region, where the buyers and sellers are in such free
intercourse, that is contract or communication with one another that a single
price prevails for a certain commodity at a certain point of time through the
region.
In short, it means the getting together of buyers and sellers in person or
any by mail telephone, telegraph of through any other means of communication.
Marketing:
The meaning of the term ‘marketing’ can be studied under two heads.
They are,
1. Traditional or old view of marketing
2. Modern of customer oriented marketing
Definition:
According to the American Marketing Association, “Marketing is the
performances of business activities that direct the flow of goods and services
from producer to customer or user”
Customer loyalty develops from personal relationships and trust between the
company and the customer over time. This includes keeping customers involved
throughout the product lifecycle as well as developing products and/or services
to meet changing customer needs and desires.
AWARENESS
IDENTITY
RELATIONSHIP
COMMUNITY
ADVOCACY
The process of talking the total heterogeneous market for a product &
dividing it in to several sub markets each which tend to be homogeneous in all
significances.
There are few bases for segmentation markets,
Customer characteristics
Consumer responses
Customer Expectation:
Customer expectation through look realistic is very often build upon on a
very high platform. Then the quality of the product or services may not match
the expectation. This again will affect the consumer satisfaction level.
So as to reduce the level of dissatisfaction among the customers, the
marketing decision maker could adopt approaches wherein he can classify
market in relation to the degree of opportunity to deliver customer satisfaction.
He could establish itself common factors & them evaluate each market
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 37
The Taste of India
Feedback:
Many of the companies are entrusting their customers to give a feedback
& use this as a means of maintaining regular contact & dialogue, having
realized the importance of obtaining a feedback the consumers. Rather than
avoiding comment, companies are encouraging their customers to talk, as
mention above, feedback helps them, market firm to get on idea of the
customers view point on their product or services & more important is that this
information will help them to take action & deal with any problem immediately.
Brands:
Brands were originally developed as labels of own ship: Name Term
Design and Symbol. However, they today it is what they for people that matters
much more, powerful brands can drive success in competitive and financial
markets, and indeed become the organization’s most valuable assets.
Brand Loyalty:
It has been proclaimed by some to be the ultimate goal of marketing. In
marketing, brand loyalty consist of a consumer’s commitment to repurchase the
brand and can be demonstrated by repeated buying of a product or service or
other positive behaviors such as word of mouth advocacy. True brand loyalty
implies that the consumer is willing, st least on occasion, to put aside their own
desires in the interest of the brand.
Customer Focus:
Many companies today have a customer focus (or customer orientation).
This implies that the company focuses its activities and products on consumer
demands. Generally there are three ways of doing this: the customer driven
approach, the sense of identifying market changes and the product innovation
approach.
In the consumer driven approach, consumer wants are the drivers of all
strategic marketing decision. No strategy is pursued until it passes the test of
consumer research. Every aspect of a market offering, including the nature of
the product itself, is driven by the needs of potential customers. The starting
point is always consumer. The rationale for this approach is that there is no
point spending R&D funds developing products that people will not buy.
History attested to many products that were commercial failure in spite of being
technological breakthroughs.
Customer Loyalty:
“It takes a lot less money to increase your retention of current than to find
new ones but I know I don’t give it as much effort as I should because it does
take a lot of energy and effort”
Chapter-4
Analysis and Interpretation of the Data:
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:
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 exibit different perception towards products. In
classification of gender the following number is used to know their perception.
Male 35 35
Female 65 65
total 100 100
Sources: Primary Data
Table no 5.1
Interpretation:
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 41
The Taste of India
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.
Occupation:
Occupation is also influences a person’s consumption pattern. A blue
collar worker will buy work cloths, 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.
Interpretation:
20% of the respondents are business, 10% of the respondents are
employees, and 65% of the respondents are house wives, 05% of the
respondents are others group.
Graph No.5.2
Income:
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
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 43
The Taste of India
this research I like to collect the data how income is influence to purchase Amul
Milk and Milk products.
Analysis of Monthly Income of the Respondents
Monthly income No. of respondents Percentage %
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
15001 & above 11 11
Total 100 100
Sources: Primary Data
Table No: 5.3
Interpretation:
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.
Purchasing Factor:
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.
Graph no 5.4
Interpretation:
38% of respondents buying AMUL Milk & Milk products 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.
Quality:
Company has two responsibility in a quality centered. First, they must
participate in formulating strategies and policies designed to help the company
win through total quality excellence. Second they must deliver marketing
quality alongside production quality. This helps to company to attract more
Interpretation:
As per the data, 35% of the respondents buy the milk due to Thickness,
45% of the respondents for Freshness, and 20% of respondents for Taste.
Quality takes vital role in every organization. From the above table we
can conclude that majority of the respondents expressed that AMUL Milk &
Milk products have Thickness.
Graph no.5.5
Graph no.5.6
Interpretation:
70% of the respondents are consuming one liter per day. 10% of the
respondents are consuming two to four liter per day. 20% of the respondents are
consuming more than four liters per day.
From the above table we can conclude that majority of the respondents
were consuming one liter per day.
Purchase Duration:
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.
Interpretation:
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.
Graph no.5.8
Common Complaints:
A customer centered organization makes it ways for its customer to
deliver suggestion and complaints. Many firms provide form for collecting
feedback on products and some time customer complaints and suggestion about
products. In this survey, common problems raised by the customer or not.
Analysis of problems in Amul Milk Products
Opinions No. of Respondents Percentage (%)
Yes 10 10
No 90 90
Purchasing Place:
Purchase place is also important to know where users choose their
purchase point. This helps to marketer to design various promotion and
From the above table we can conclude that majority of the respondents
are agreed that
they are getting the value for money they paid.
Interpretation:
95% of the respondents were recommended verka milk and milk
products, 05% of the respondents were not recommended verka milk and
products to others.
From the above table we can conclude that majority of the respondents
were recommended verka milk and milk products.
Chapter-5
FINDINGS, SUGGESTIONS AND CONCLUSIONS:
FINDINGS:
This chapter is including in my survey findings, suggestions and
conclusions of my study. 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 and milk products. 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, farmers, etc for the Amul Milk & Milk products.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk
products. As per the data, 79% of the respondents’ income is under this
group.
4. The main purchasing factors for the Amul Milk & Milk products 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. Overall opinion of the product performance data reveals that Amul
product satisfies 70% of the respondent and 30% respondent’s opinion is
average.
7. It is found in the survey that 32% of the total respondents are dissatisfied
on dealer’s services.
8. It is found in the survey that customer are influencing through Word of
Mouth.
SUGGESTIONS:
1. Milk and milk product purchase 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 Amul co-operative society to
concentrate more on the women and men suggestions for designing the
marketing strategy, because women’s role in the house is dominant, even
in the various decisions.
2. 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 and milk products. Therefore, an
occupation is the factor influencing the product.
3. 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 and milk products.
4. Quality and Brand Image plays a dominant role. Milk and milk products
move in the market due to its quality and brand. Therefore it should
maintain the same.
5. Since Amul is having loyal customer it 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.
6. As only 30% of the total respondents are dissatisfied which is quite a
large percentage and this may influence negatively and increase the rate
Conclusions:
From the survey conducted it is observed that Amul milk and Milk
products has a good market share.
From the study conducted the following conclusions can be drawn. In
order the dreams 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 easy 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 & Milk
products 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 it’s customers before making any move.
BIBLIOGRAPHY
Website Address:
www.amul.com
B. Address:
G: Age: [ ]
E: Occupation:
1. Self-employed: [ ] 3.Professional: [ ]
3. What is the most important factor that matters while buying an Amul
product?
e. T.V. Ads: [ ]
c. Latest / Advanced: [ ]
a. Yes: [ ] b. No: [ ]
c. Average: [ ] d. Same: [ ]
a. Daily: [ ] b. Monthly: [ ]
c. Weekly: [ ] d. Occasionally: [ ]
a. Outstanding: [ ] b. excellent: [ ]
c. Good: [ ] d. Average: [ ]
a. Yes: [ ] b. No: [ ]
Place:
THANK YOU