Amul
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Transcript of Amul
The Taste of India
A PROJECT REPORT ON
“CUSTOMER BONDING TOWARDS AMUL MILK
& MILK PRODUCTS IN ANAND DISTRICT”
Project Report Submitted
By
Mr. Saiyed Sohelahmed S
[USN: 1HM07MBA44]
Under the guidance ofInternal Guide: External Guide:
Mr. Vinayak Kammar, Mr. G.D.Trivedi,
Lect. Department of MBA, Sr.Officer (Administrative)
HMSIT, AMUL,
Tumkur. Anand (Gujarat)
In the partial Fulfillment of the requirement for the award of the degree in MBA
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, Belgaum.
Department of Management StudiesH.M.S.INSTITUTE OF TECHNOLOGY
NH-4 Kesarmadu post, Kyathsandra,Tumkur-572104
March 2009
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1
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CERTIFICATE BY THE GUIDE
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
supervision & guidance.
The project report prepared by him/her is original to the best of my knowledge.
Signature of the
Guide,
………………………
Mr. Vinayak Kammar,
Lecturer,
MBA dept. HMSIT,
Tumkur.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 2
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Contents
Chapter no.
Title Page no.
Executive Summary
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
4 Analysis & Interpretation 33
5 Findings, Suggestions & Conclusions 51
Annexure: a) Bibliography b) Questionnaire
55-56
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 3
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List of Tables:
Table no. Contents Page no.
5.1 Classification of Customers Based On Sex 33
5.2 Analysis of Occupation of the Respondents 355.3 Analysis of Monthly Income of the
Respondents36
5.4 Analysis of Factors to Buy AMUL Milk and
Milk Products
38
5.5 Opinion of the Respondents Regarding
Quality
39
5.6 Analysis of Consumption of Average Milk per
Day
40
5.7 Analysis of Purchase Duration of the AMUL
Milk & Milk Products
42
5.8 Analysis of Rating Towards AMUL Milk & Milk products
43
5.9 Analysis of problems in Amul Milk Products 45
5.10 Analysis of Availability of Products from
Dealers
46
5.11 Analysis of Value for Money Paid by the Respondents
48
5.12 Analysis of Recommendations 49
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List of Graphs:
Graph no. Contents Page no.
5.1 Classification of Customers Based On Sex 345.2 Analysis of Occupation of the Respondents 35
5.3 Analysis of Monthly Income of the Respondents
37
5.4 Analysis of Factors to Buy AMUL Milk and Milk Products
38
5.5 Opinion of the Respondents Regarding
Quality
40
5.6 Analysis of Consumption of Average Milk per
Day
41
5.7 Analysis of Purchase Duration of the AMUL
Milk & Milk Products
43
5.8 Analysis of Rating Towards AMUL Milk & Milk products
44
5.9 Analysis of problems in Amul Milk Products 46
5.10 Analysis of Availability of Products from
Dealers
47
5.11 Analysis of Value for Money Paid by the Respondents
49
5.12 Analysis of Recommendations 50
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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
Award of Master of Business Administration to Visvesvaraya Technological University,
Belgaum, is a record of independent research work carried out by me.
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.
Place: TUMKUR Saiyed Sohelahmed S
[USN: 1HM07MBA44]
Date:
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ACKNOWLEDGMENT
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. Vinayak Kammar lecturer Department of
Management Study, H.M.S.I.T, Tumkur, for his 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)
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 7
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DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 8
The Taste of India
(ON THE COLLEGE LETTERHEAD)
DATE:
CERTIFICATE
This is to certify that Mr. Saiyed Sohelahmed S bonafide student of IV SEM
MBA bearing USN NO 1HM07MBA44 has undergone a main training report and prepared a
report entitled “CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND
DISTRICT” for a period of 6 weeks successfully.
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.
Mr. G.V.M. Sharma Dr. T. R. JagadeeshAsst. Prof & HOD Principal
External guide internal guide
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Chapter-1INTRODUCTION:
“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
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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.
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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
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2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million.
Presently the market is valued at around Rs7,00,000 mn.
Milk Production from 1950 to 2020
1950 – 17 million tonnes
1996 – 70.8 million tonnes
1997 – 74.3 million tonnes
(Projected) 2020 – 240 million tonnes
Expected to reach- 220 to 250 mt – 2020
India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020)
World's Major Milk Producers (Million MTs)
Country2002-03 2003-04 (Approx.)
India 81 84.5Brazil 75 77Russia 34 33Germany 27 27France 24 24Pakistan 21 22USA 71 71UK 14 14Ukraine 15 14Poland 12 12New Zealand 11 12Netherlands 11 11Italy 10 10Australia 9 10
R esearch and D evelopment in D airy I ndustry :
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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.
D evelopment of F ood P rocessing I ndustry :
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.
P roducts and I ndustry S tatus:
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.
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I nvestment P otential in M ilk P roducts :
At the present rate of growth, India is expected to overtake the US in milk
production by the year 2010, when demand is expected to be over 125.69 ml.tn.
Being largely imported, manufacture of casein and lactose has good scope in the
country.
Exports of milk products have been decentralized and export in 2005-
2010 is estimated at 71.875 cr.
P roduction of Milk in I ndia:
The facts and figures here shown are calculated on the basis of percentage increases pear year.
YearProduction in million
MT1993-94 61.21994-95 63.51995-96 65.01996-97 68.01997-98 71.01998-99 74.51999-00 78.02000-01 81.512001-02 85.172002-03 89.02003-04 93.02004-05 97.652005-06 102.452006-07 107.58
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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
AMUL stands for,
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A = Anand
M = Milk
U = Union
L = Limited.
M ilestone of A mul:
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
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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.
B rief H istory of A mul:
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by some 2.6 million milk producers in
Gujarat, India.
AMUL is based in Anand, Gujarat and has been a sterling example of a
co-operative organization's success in the long term. It is one of the best
examples of co-operative achievement in the developing world. "Anyone who
has seen ... the dairy cooperatives in the state of Gujarat, especially the highly
successful one known as AMUL, will naturally wonder what combination of
influences and incentives is needed to multiply such a model a thousand times
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over in developing regions everywhere. ”The Amul Pattern has established
itself as a uniquely appropriate model for rural development. Amul has spurred
the White Revolution of India, which has made India the largest producer of
milk and milk products in the world. It is also the world's biggest vegetarian
cheese brand.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand
with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6
million producer members with milk collection average of 10.16 million litres
per day. Besides India, Amul has entered overseas markets such as Mauritius,
UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few
South African countries. Its bid to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans of flooding the Japanese markets. Other
potential markets 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.
A MUL: The origin
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
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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.
T he S tart of a R evolution
The revolution started as awareness among the farmers that grew and matured
into a protest movement and the determination to liberate them. Over four
decades ago, the life of a farmer in Kaira District was very much like that of his
counterpart anywhere else in India. His income was derived almost entirely
from seasonal crops. The income from milch buffaloes was undependable. The
marketing and distribution system for the milk was controlled by private traders
and middlemen. As milk is perishable, farmers were compelled to sell it for
whatever they were offered. Often, they had to sell cream and ghee at
throwaway prices. In this situation, the one who gained was the private trader.
Gradually, the realization dawned on the farmers that the exploitation by the
trader could be checked only if marketed their milk themselves. In order to do
that they needed to form some sort of an organization. This realization is what
led to the establishment of the Kaira District Cooperative Milk Producers'
Union Limited (popularly known as Amul) which was formally registered on
December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June
1948. An assured market proved a great incentive to the milk producers of the
district. By the end of 1948, more than 400 farmers joined in more village
societies, and the quantity of milk handled by one Union increased from 250 to
5,000 liters a day.
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A mul's S ecret of S uccess
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agro-
system of the farmers. It also enables the consumer an access to high quality
milk and milk products. Contrary to the traditional system, when the profit of
the business was cornered by the middlemen, the system ensured that the profit
goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere. Amul has been able to:
Provide a support system to the milk producers without disturbing their
agro-economic systems
Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense, Amul is an example par
excellence, of an intervention for rural change.
Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment
Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its roles and
limitations
Plough back the profits, by prudent use of men, material and machines, in
the rural sector for the common good and betterment of the member
producers and
The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the
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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.
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organization. It is a state level apex body of milk
cooperatives in Gujarat 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.
Members:13 district cooperative milk
producers' UnionNo. of Producer Members: 2.7 millionNo. of Village Societies: 13,141Total Milk handling capacity: 10.21 million liters per dayMilk collection (Total - 2007-08): 2.69 billion litersMilk collection (Daily Average 2007-08):
7.4 million liters
Milk Drying Capacity: 626 Mts. per dayCattlefeed manufacturing Capacity: 3090 Mts per day
Sales turn over from 1994 to 2008:
Sales Turnover Rs (million)
1994-95 111401995-96 137901996-97 155401997-98 188401998-99 221921999-00 221852000-01 22588
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2001-02 233652002-03 274572003-04 289412004-05 292252005-06 377362006-07 427782007-08 52554O wnership P attern of A mul:
Amul is a co-operative sector & it is having 22 total numbers in societies.
In addition to this there is total 1800 manpower in organization.
Gujarat co-operative milk marketing federation ltd. widely known as
GCMMF faces through competition in the Indian market by different
companies. So that by advertising and promoting its product GCMMF has
become one of the leading dairies in India. In western of India, GCMMF shares
most of the market while in other parts of India it is next so. But slowly and
surely GCMMF is growing in sharing the market with other competitors
industries.
Now there is machinery around Rs. 1500 lakh which is to be in
expansion with higher advanced machinery to Rs. 1600 lakhs.
Accumulated members share capital in union is Rs. 553,935,000 this
share capital is deposited in Amul bank account in the name respective member
dairy co-operative societies.
I nformation a bout C ompetitors :
The Indian market is dominated by a large number of small local
manufacture and regional players.
There are an estimated 150 manufactures in the organized segment which
account for 30-40% of sales and about 1000 units in the unorganized segment of
the market.
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They have also competitor in the market. They felt very tuff competition in our
country and outing countries.
A ccording to P roduct C ategories
For Liquid Milk:
Gayatri Milk
Super Milk
Payal Milk
Sardar Milk
Samrrudhi Milk
Sagar Milk
For Ice-Cream Product
Gokul Ice-Cream
Dairy –Den Ice-Cream
Quality Walls Ice-Cream
Havmor Ice-Cream
Max
Vadilal Ice-Cream
For Ghee Product
Gopi Ghee
Gayatri Ghee
Krishna Ghee
A’bad Ghee
Nestle
For Chocolate
Cadbury
Max
Dairy Milk
Five Star
Butter
Nature butter
Cheese
Britannia
Lebon
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A chievements \ a wards:
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.
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L ist of P roducts M arketed :
Bread Spreads
Amul ButterUtterly Butterly Delicious
Amul LiteLow fat, low Cholesterol Bread Spread
Delicious Table MargarineThe Delicious way to eat healthy
Milk Drinks
Amul Kool Millk Shaake
Amul Kool
Amul Kool Cafe Kool KokoA delight to Chocolate Lovers. Delicious Chocolate taste
Nutramul Energy DrinkA drink for Kids - provides energy to suit the needs of growing Kids
Amul Kool Chocolate Milk
Amul Kool Flavoured Bottled Milk
Amul Kool Flavoured Tetra Pack
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Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching Drink
Amul Kool Thandai
Powder Milk
Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby
Amul Instant Full Cream Milk PowderA dairy in your home
Sagar Skimmed Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.
Sagar Tea Coffee Whitener
Amulya Dairy WhitenerThe Richest, Purest Dairy Whitener
Fresh Milk
Amul Fresh MilkThis is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.
Amul Gold Milk
Amul Taaza Double Toned Milk
Amul Lite Slim and Trim Milk
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Amul Fresh Cream Amul Shakti Toned Milk
Amul Calci+
Cheese
Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennet
Amul Cheese SpreadsTasty Cheese Spreads in 3 great flavours..
Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma
Amul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas!
Gouda Cheese
For Cooking
Amul / Sagar Pure GheeMade from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.
Cooking Butter
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Amul Malai PaneerReady to cook paneer to make your favourite recipes!
Utterly Delicious Pizza
Mithai MateSweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.
Masti Dahi
Desserts
Amul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.
Amul ShrikhandA delicious treat, anytime.
Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot.
Amul ChocolatesThe perfect gift for someone you love.
Amul Lassee Amul Basundi
Health Drink
NutramulMalted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.
Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 29
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Chapter -2
Theoretical Background of This Study
A. S TATEMENT OF T HE P ROBLEM
Many companies are aiming for high satisfaction because customers who are
just satisfied still it find it easy to switch when better offer comes along. Those
who are highly satisfied are much less ready to switch. High satisfaction creates
an emotional bind with the brand not just a rational preference. The result is
highly customer loyalty. Hence an attempt has been made to identify the
customer attitude and satisfaction on Amul Milk Products
B. O BJECTIVES OF T HE S TUDY
This project is based on consumer satisfaction towards Amul Milk and Milk
products in Anand. Objectives of study are;
1. To know the customer behavior and to identify the level of customer
satisfaction towards Amul
2. To offer pragmatic suggestion for growth and development of Amul
products.
3. To know the various marketing mix that influence the customer
behavior.
C. S COPE OF T HE S TUDY
Customer satisfaction is an important element in the marketing activity.
This customer satisfaction decides the fate of the product and organization.
There is various factors influence to the customer satisfaction. These factors
are,
Post purchase behavior, Reputation, Product availability, Branding, and
convenient etc.
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D. M ETHODOLOGY
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:
P RIMARY D ATA
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.
T OOLS U SED T O C OLLECT T HE P RIMARY D ATA:
The primary data is collected on the basis of survey method with
the help of questionnaires, and interviews, personal observation, direct
consultation with consumers and dealers.
Both open and closed end questions are used in the questionnaire.
M ETHODS:
The survey method is used to collect the primary data with the help
of questionnaire based on explorative and conclusive research.
S AMPLING U NIT:
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.
S AMPLE S IZE:
It refers to the number of people surveyed for this topic, in the
study 100 people were surveyed and responses drawn.
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S ECONDARY D ATA:
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.
E. L IMITATION OF T HE S TUDY:
1. Total coverage of the study is limited to the few customers for
collecting AMUL milk and milk products at Anand, Baroda, and
Vidhyanagar & at some small village.
2. Sample size of the study is restricted to 100 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.
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CHAPTER – 3
THEORITICAL DISCUSSION
I NTRODUCTION:
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.
M arketing:
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
D efinition:
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”
Five Stages of Customer Bonding
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This bond results from effective one-on-one communication, mutually-
beneficial interaction, the company's genuine interest and involvement in the
customer's life and lifestyle, a combination of customer allegiance and company
advocacy, and a shared sense of purpose.
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.
A WARENESS
The art of earning customer "share-of-mind" involves creating an
impression of personal identification with the company's products and/or
services.
This first stage, awareness, represents the weakest aspect of a relationship
because it is non-interactive and depends entirely on the customer's
perception
I DENTITY
The identification stage occurs when a potential customer asks the
question, "What's in it for me?"
A customer identifies a product of service as meeting one or more
important personal needs, such as self-fulfillment, status, or belonging.
A customer may perceive the company as having values and preferences
similar to his own and begin to form a relationship with the company.
R ELATIONSHIP
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The Taste of India
At this stage, the customer receives the benefit of products and/or
services tailored specifically to his individual needs (at least as nearly as
the company can provide).
Once a customer interacts with the company, repeated experiences of
individual customer satisfaction take on significant importance.
Customers expect that products will work and that they will receive good
service. Customer delight results largely from how a product is sold and
is serviced as well as how the company responds to inquiries and solves
problems.
C OMMUNITY
Customer bonding requires high levels of effective interaction. When the
company integrates its products and services into the life and lifestyle of
its customers, communal bonding occurs.
The community relationship stage achieves an integration of values,
preferences and priorities between customer and company where each
derives mutual benefit. Companies that achieve this type of loyalty
consistently delight their customers.
A DVOCACY
At this advanced level of customer bonding, the company services as an
advocate for the customer, and the customer shows an allegiance to the
company; word-of-mouth advertising flourishes. Because the company
now can encourage buyer-get-a-buyer programs through appropriate
incentives, it must be prepared to follow through professionally to make
new recruits feel as valued as the advocates who recommended them.
M arket S egmentation:
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The Taste of India
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
The major segmentation variables for consumers markets are,
o Geographic segmentation (nation, state, country, city)
o Demographic segmentation (age, family, religion, generation,
nationality, social class)
o Psychographic (life style, personality & status class)
o Behavioral (occupation, benefits, users, loyalty, )
These variables can be used singly or in combination, business marketer use all
these variable as along with operating variables, purchasing approaches,
substantial, accessible, differentiable, & actionable.
C ustomer B ehavior:
The term consumer behavior refers to the behavior that consumer
displays in reach for purchasing using, evaluating & disposing of products &
services that they except will satisfy their needs.
C onsumer R esearch:
Consumer research is the methodology used to study consumer behavior
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.
C onsumer S atisfaction:
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The Taste of India
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 favorable 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. When a firm markets a product or service it should aim to
enjoy consumer’s satisfaction & profit maximization.
C oncept & N eed for S tudying C onsumer B ehavior:
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Consumer behavior 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:
o Who buys products or services?
o How do they buy products or services?
o Where do they buy them?
o How often they buy them?
o Why do they buy them?
o 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.
C ustomer E xpectation:
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 38
The Taste of India
opportunity against these. The most probable factors which influence
consumer’s behaviors are:
o Market size
o Rate of growth of the market
o Stability or demand
o The due importance attached to price by the consumers before
making a purchase decision
o Consumer emphasis & the due importance given to the quality
aspect
o The consumers desire for product innovation
o The level of competition (inclusive of both existing & potential
competitors)
o The firm’s competitive strengths in terms of price & product
o Expectations at the general level like are quality, durability,
reliability, style, etc.
F eedback:
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.
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The Taste of India
B rands:
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.
B rand L oyalty:
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.
C ustomer F ocus:
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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 40
The Taste of India
History attested to many products that were commercial failure in spite of being
technological breakthroughs.
C ustomer L oyalty:
“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”
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The Taste of India
Chapter-4
A nalysis and I nterpretation of the D ata:
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.
G ender:
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.
Classification of Customers Based On Sex
Sex No. of respondents Percentage %
Male 35 35
Female 65 65
total 100 100
Sources: Primary Data
Table no 5.1
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I nterpretation:
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.
Graph no: 5.1
O ccupation:
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.
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Analysis of Occupation of the Respondents
Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100
Sources: Primary Data
Table no.5.2
I nterpretation:
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
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The Taste of India
I ncome:
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 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
I nterpretation:
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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 45
The Taste of India
Graph No. 5.3
P urchasing F actor:
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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 46
The Taste of India
Analysis of Factors to Buy AMUL Milk and Milk Products
Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
` Source: Primary Data
Table no: 5.4
Graph no 5.4
I nterpretation:
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.
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Q uality:
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
number of customers to their products. Hence I try to collect information related
to quality of AMUL Milk & Milk products.
Opinion of the Respondents Regarding Quality
Opinions No. of Respondents Percentage ( % )
Thickness 35 35
Freshness 45 45
Taste 20 20
Others Nil Nil
Total 100 100
Sources: Primary Data
Table no: 5.5
I nterpretation:
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.
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The Taste of India
Graph no.5.5
R espondents C onsumption Q uality:
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 No. of Respondents Percentage (%)
1 Liter 70 70
2-4 Liter 10 10
More than 4 Liters 20 20
Total 100 100
Sources: Primary Data
Table no: 5.6
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Graph no.5.6
I nterpretation:
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.
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P urchase D uration:
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 & Milk Products
Duration No. of Respondents Percentage (%)
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
More than 4 years 60 60
Total 100 100
Sources: Primary Data
Table no: 5.7
I nterpretation:
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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 51
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Graph no: 5.7
O pinion towards P roducts:
The behavior 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 & Milk products.
Analysis of Rating towards AMUL Milk & Milk products
Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Source: Primary Data
Table no: 5.8
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I nterpretation:
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.
Graph no.5.8
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C ommon C omplaints:
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
Total 100 100
Sources: Primary Data
Table no: 5.9
I nterpretation:
Only 10% of the respondents said that that there is no problem is AMUL
Milk & Milk products. 90% of the respondents are said that no problems in
AMUL Milk & Milk products.
From the above table we can conclude that majority that the respondents
are not having
any problems in AMUL Milk & Milk products.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 54
The Taste of India
Graph no: 5.9
P urchasing P lace:
Purchase place is also important to know where users choose their
purchase point. This helps to marketer to design various promotion and
distribution programmes. The data is collected to know the various purchase
place and availability.
Analysis of Availability of Products from Dealers
Easily Available No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100
Sources: Primary Data
Table no: 5.10
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I nterpretation:
95% of the respondents said that they are getting AMUL Milk & Milk
products easily. Only 05% of the respondents disagree with the easy available
of AMUL Milk & Milk products.
From the above table we can conclude that majority of the respondents
getting the AMUL Milk & Milk products easily from the dealers or retailers.
Graph no: 5.10
O pinions towards P roducts :
The behavior of user after his/her commitment to a product has been
collected with respect products terms of satisfaction with rating scale. The
following are the data obtained related to AMUL Milk & Milk products
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V alue for the M oney:
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 & Milk
products.
Analysis of Value for Money Paid by the Respondents
Response No. of Respondents Percentage (%)
Yes 96 96
No 04 04
Total 100 100
Sources: Primary Data
Table no: 5.11
I nterpretation:
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.
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Graph no: 5.11
I nfluence to O thers to B uy P roducts:
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 (%)
Yes 95 95
No 05 05
Total 100 100
Sources: Primary Data
Table no: 5.12
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I nterpretation:
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.
Table no: 5.12
I nterpretation:
95% of the respondents were satisfies with the AMUL Milk & Milk
products. 05% of the respondents were not satisfies with the AMUL Milk &
Milk products.
From the above table we can conclude that majority of the respondents
were satisfied with the AMUL Milk & Milk products.
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Chapter-5
FINDINGS, SUGGESTIONS AND CONCLUSIONS:
F INDINGS :
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.
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S UGGESTIONS :
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
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of switch over. Hence I suggest management to concentrate on few
product quality, shelf life, dealers approach, outlet maintenance etc. will
help Amul to satisfy to a greater extent.
7. Milk and milk product are having high demand and it is considered as a
very essential products. In present practice, purchase of milk and milk
products is through dealers. In this connection dealers approach towards
the product.
8. Customer is influential, hence I suggest Amul to look after the dealers
issue with due care.
9. 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.
10. 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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 62
The Taste of India
C onclusions:
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.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 63
The Taste of India
BIBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall
Of India Private Limited, New Delhi.
Marketing Research: G.C Brek, Tata Mc Graw-Hill Publishing Company
Limited, New Delhi
Periodical: Business Word
DFPI, Annual Report-1999-2000
Research Methodology: C.R.Kothari , 2nd edition.
S.N Murty and U Bhojanna
Website Address:
www.amul.com
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 64
The Taste of India
Customer Response – Questionnaire
Saiyed Sohelahmed, student of second year MBA of the H M S Institute of
Technology, Tumkur, Karnataka, he is doing main project on “Customer Satisfaction
Towards AMUL Milk & Milk products” at AMUL, Anand, Gujarat as a part of study. I
request you to provide the required information for the completion of my study.
Promise that the information is used exclusively for academic purpose only.
1. personal profile: A. Name:
B. Address:
C: Sex: Male: [ ] Female [ ]
G: Age: [ ]
E: Occupation:
1. Self-employed: [ ] 3.Professional: [ ]
2. House wife: [ ] 4. Student: [ ]
2. Which product you are buying?
3. What is the most important factor that matters while buying an Amul
product?
a. Quality: [ ] b. Price: [ ] c. Service: [ ]
4. How did you come to know about the Amul product?
a. By friends/family: [ ] b. Direct mailers: [ ]
c. Press Ads: [ ] d. Reference website: [ ]
e. T.V. Ads: [ ]
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 65
The Taste of India
5. Which configuration would you decide on while buying an Amul
product?
a. Intermediaries: [ ] b. Standard: [ ]
c. Latest / Advanced: [ ]
6. Are you satisfied with the quality of the product?
a. Yes: [ ] b. No: [ ]
7. Do you think the price of Amul product is high / low compared to
competitor’s product?
a. Very good: [ ] b. High: [ ]
c. Average: [ ] d. Same: [ ]
8. How often do you buy this product of Amul?
a. Daily: [ ] b. Monthly: [ ]
c. Weekly: [ ] d. Occasionally: [ ]
9. What is your opinion about the performance of Amul product?
a. Outstanding: [ ] b. excellent: [ ]
c. Good: [ ] d. Average: [ ]
10. Do the various schemes / promotional activities affect your purchase
plans?
a. Yes: [ ] b. No: [ ]
11. Suggestion (if any):
Date: SAIYED SOHELAHMED S
(1 HM 07 MBA 44)
Place:
THANK YOU
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 66