Escolar Documentos
Profissional Documentos
Cultura Documentos
Aslam Khan
Roll no. - 1109670011
CERTIFICATE
This is to certify that the project titled CONSUMER PERCEPTION ABOUT AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN, GHAZIABAD is carried out by Aslam khan Roll No.- 1109670011 under the guidance of Mr. AJAY VARSHNEY towards the partial fulfillment for the award of degree of Master of Business Administration (MBA) from Mahamaya Technical University Noida. This is bonafide record of the work carried out by above mentioned student in the certificate. It is further certified that this project has been submitted to Mahamaya Technical University Noida for the partial requirement of curriculum of the study.
(Faculty, V.I.T.)
Preface
Research projects are a momentous part of management studies. To manage complexities of the organization in todays changing competitive environment a manager is supposed to have deep knowledge of present market. The present report is prepared on the topic "Consumer Perception about AMUL ice Cream In comparison to VADILAL ice cream in Ghaziabad". The project has been done as a part of course requirement of MBA program .The report emphasis mainly on Amul with other brand in the market. It is based in market research done in Ghaziabad market. The report contains all the detail about all the products of Amul in Ghaziabad city.Its specification and the analysis of the market with the help of questionnaire. The report has been made conclusive and suggestive. I hope that this report will prove to be useful to the organization as and will be able to provide useful information to its readers.
Acknowledgement
My first regards are to almighty Allah it was my trust and belief on him, which enable me to embark upon this task, move on the righteous path and reside the realism of facts. I feel privileged in expressing profound sense of gratitude and in depthness to Mr. Ajay Varshney who has generously provided the chance to work at the esteemed field of FMCG his guidance, constant encouragement and inspiration where instrumental in the completion of this research he always allowed me to encroach upon her precious time and ensured her generosity with ideas. I would like to express my sincere gratitude to Mr. Surendra Tiwari (HOD) for his valuable guidance constant supervision and support during the research. I also take the opportunity to thank all those who helped me in completing my projects in various ways.
Aslam Khan
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DECLARATION
I hereby declare that the information presented is correct to the best of my knowledge and the analysis is as per the norms and guidelines provided for the report. I have utilized the requisite concepts and applied the required methodologies to analyze the primary data collected to reach the conclusion present in the report.
I claim the report to my indigenous work and have not been presented anywise for any purpose, what-so-ever.
Date:
Aslam Khan
Place:
(Signature of Student t)
Contents
Chapter No.
1.
Content
1.1- Introduction Of Project 1.2- Statement of Problem 1.3- Company Profile 1.4- Product Profile
Page No.
07 11 12 18
2. 3. 4. 5.
Objectives Of The Study Need & Scope For The Study Review of Literature 5.1- Research Methodology 5.2- Method of Data Collection 5.3- Tools of Analysis
23 25 28 39 46
6. 7.
CHAPTER 1
INTRODUCTION
customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
The project is research-based project done in accordance to find the consumer perception about Ice-cream brands. Research based project focuses on exploratory research where I tried to find out perception of consumers towards ice cream and determination of market potential.
Company wanted to know that what is the potential of ice cream in Ghaziabad City, which is developing in fast pace. Questions related to ice cream were asked to make consumers aware about the qualities of ice cream.
Questions have been asked after keeping in mind the motive of the project i.e. to know Consumer Perception about AMUL ice Cream In comparison to VADILAL ice cream existing in the market.
Consumers were asked that what their expectations from the company are whenever they purchase ice cream.
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Competitors of AMUL:-
Farex, complain, H .J. Heinz limited glactose,bonniemix, vita milk. Britannia Milkman
Bournvita Cadbury
Malted food
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preferences towards the product and their needs and wants. Without understanding consumer behavior no companies can survive. It serves as a feedback from the consumer and provide the companies the message regarding the consumer attitudes, companies position, competition, opinions of the consumer regarding the product etc. Now a days almost all the companies involves in collecting the data from consumers regarding their product and brand. They employee marketing people to let them know consumer behavior. By keeping all this points in mind, as consumer behavior plays a vital role for any organization, this project CONSUMER
PERCEPTION ABOUT AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN, GHAZIABAD does the same.
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Establishment of a direct linkage between milk producers and consumers by eliminating middlemen Milk Producers (farmers) control procurement, processing and marketing Professional management
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The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour their milk in 1,44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Cooperative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.
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Organization
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is approx. 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA. For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope.To live.
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GCMMF - An Overview
Year of Establishment Members No. of Producer Members No. of Village Societies Milk Collection (Total - 2011-12) 1973 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members) 3.18 Million 16,117 3.88 billion liters
Total Milk handling capacity per day 13.67 Million liters per day Milk collection (Daily Average 201110.6 million liters (peak 13 million) 12) Milk Drying Capacity Sales Turnover -(2011-12) 647 Mts. per day Rs. 11668 Crores (US $2.5 Billion) Cattle feed manufacturing Capacity 3690 Mts. per day
1. Kaira District Cooperative Milk Producers' Union Ltd., Anand 2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana 3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar 4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur 5. Surat District Cooperative Milk Producers' Union Ltd., Surat 6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara 7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra 8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad 9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch 10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad 11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot 12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar 13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar 14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar.
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CONTACT US
Gujarat Cooperative Milk Marketing Federation Ltd. Amul Dairy Road P B No.10, Anand 388 001, India Phone: +91-2692-258506, 258507, 258508, 258509 Fax: +91-2692-240208 Email: gcmm f@amul.com
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Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk
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Pure Ghee:
Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:
Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Fresh Milk:
Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
Curd Products:
Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Brown Beverage:
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
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CHAPTER 2
OBJECTIVES OF THE STUDY
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As the market share of the Amul Company is not substantial as in other parts of the country, they are facing tough competition from local companies. Company wants to know what common consumer thinks about ice cream and what they expect from their family brand i.e. Amul.
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CHAPTER. 3
NEED & SCOPE FOR THE STUDY
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The survey was conducted among different groups and all possible local areas in Noida were considered for the study. The sample size was of 150 people who included people from various age groups and different income levels. The data was collected through filling of questionnaire and interview .
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The survey helped in understanding the various factors that influenced the buying decisions of the customers and understanding their needs when it comes to Amul Ice cream.
This study helps to understand the satisfactory level of consumers towards the brand. And also understanding the consumer attitudes and their buying
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CHAPTER. 4
REVIEW OF LITERATURE
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Based on their different conception about the nature of buying behavior, the behaviourist and the cognitive theorists have different views on the process of choice when buying. The behaviorists propose that consumer choice begins with an external stimulus such as an advertising message or word-of-mouth communication. Etc. However, the cognitive psychologists adopt a different approach to explain the process of choice. They consider the choice of buying as a rule-following behavior Etc. 30
To the behaviorists, therefore, choice of buying is simply a behavior, the only way of acting in a given set of circumstances defined in terms of controlling contingencies. On the other hand, the cognitive theorists present choice of buying as an outcome of internal, mental deliberation and psychological decision. Actually, although the behaviorists and the cognitive theorists have different ideas of the content of choice, they do share similar view on the unconscious feature of choice (rather involuntary response to discriminative stimulus and the following of rules).
THEORITICAL REVIEW:
Consumer is the king and it is the consumer who determines what a business is. Therefore, a sound marketing program should start with a careful analysis of the habits, attitudes, motives and needs of consumers. Consumer behavior is prerequisite though the process is highly complicated. At the same time, a firms ability to establish and maintain satisfying exchange relationships depends on the level of understanding of buying behavior. Thus, buying behavior is the decision process and acts of people involved in buying and using products.
Finally, consumer is the principala priori of business. The efficiency with which a free market system of enterprise operates, in the last analysis, depends upon the extent of consumer understanding possessed by the business cannot possibly fulfill its obligations in a meaningful and responsive manner. This is exactly the reason why consumer behavior is given importance in modern marketing.
The various types of consumer decision-making vary considerably and are classified as follows: Routine response behavior. Limited decision-making, and Extensive Decision-making.
purchased and low-cost items. They are also aware of alternative brands, for instance, if you intended to buy a particular would switch over to a second preferred brand of their choice. Thus, products that are bought through routine response behavior are purchased quickly with very little mental effort.
3.Extensive decision-making-
purchase unfamiliar products which is totally new, having high unit value and bought preferably once in his life time. Before such a product is bought, the consumer uses 32
many criteria for evaluating alternative brands and substitute products and spends much time in seeking information and deciding on the purchase. An interesting but a notable point in this connection is that the type of decision-making need not necessarily remain constant. The following illustrates the variations more clearly. Extended Consumer Decisionmaking Limited Consumer Decisionmaking Routine Consumer Decisionmaking Degree of Search
Level of Prior Experience
Frequency of Purchase
Time Pressure
Very High
Moderate
Very Low
Factors Influencing Consumer Buying Behavior:Several factors determine the buying behavior of consumers. These factors may be classified as follows:
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(1)
Personal Factor:
These include factors unique to a particular person. Numerous personal factors influence purchase decisions:
(a) Demographics
Individual characteristics such as age, sex, race, ethnicity, income, occupation and family life cycle are called demographics. These have a bearing on who is involved in family decision-making.
(c) Situation.
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Situational factors are influences resulting from circumstances, time and location that affect the consumer buying behavior.
(2)
Social factors:
(3)
Psychological factors:
Factors that operate within individuals and determine their general
(a) Perception
Perception is the process of selecting, organizing and interpreting information to derive meaning. Different people perceive the same thing at the same time in different ways.
(b) Motives
A motive means an internal force that orients a persons activities towards need satisfaction. A set of motives affects a buyers actions. Motives that influence where a person buys products on a regular basis are known as patronage motives. These include location, price, variety, service and behavior of sale people. Marketers use depth interviews, projection and other methods to know and understand the motives of buyers.
(c) Learning
Changes in an individuals behavior due to information and experience are called learning. A consumer tends to repeat purchase actions which create 36
satisfaction. Inexperienced buyers use price as an indicator of quality more advertisements, salespersons, friends and relatives. They also learn by buying and using products.
(d) Attitudes
Attitude refers to an individuals enduring evaluation, feelings and behavioral tendencies toward an object or idea. An individuals attitudes remain generally stable and do not vary from moment to moment. Attitudes play a significant role in determining consumer behavior.
(e) Personality
Personality refers to a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior. An individuals personality is the outcome of heredity and personal experiences. It makes the individual unique.. Personality influences the type of brand and products purchased.
(f) Self-concept
Self-concept of self-image means a persons perception or view of himself. Individuals develop and alter their self-=concept through interaction of
social and psychological dimensions. Research shows that a buyer purchases products that reflect and enhance the self-concept. A persons self-concept may also influence selection of products category and brand.
Arrows show feedback. (a) Shows the impact of social and psychological factors (b) Shows the impact of a purchase on social and psychological factors such as social class. Problem Awareness Informatio n Search Evaluation of Alternatives Purchase Decision Post-purchase Behaviour
Stimulus
Family
Roles
Social & Psychologic al Influences
and
Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired state and an actual condition. The speed with which a consumer recognizes the problem can be quite fast or slow. Sometimes, a person has a problem or need but is unaware of it. Marketers use advertising, personal selling and other methods to help trigger recognition of such needs or problems.
2.
Information search
After recognizing the problem or need, a buyer search for product information
that can resolve the problem or satisfy the need. There are two types of information search. In the internal search which is our self and external search which consists of friends, relatives, and media. Marketers repeat advertisements and use visuals to increase consumer learning of information.
3. Evaluation of alternatives
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A successful information search yields a number of brands that a buyer views as possible alternatives. This group of products/brands is called the buyers evoked set. Various objective and subjective characteristics that are important to the buyer are used to evaluate the alternatives. Cost and warranty are examples of objective criteria whereas brand image and style are examples of subjective characteristics.
4. Purchase
In this stage the buyer chooses the product or brand to be bought. Product availability may influence which brand is purchased. The terms of sale (price, delivery, warranty, maintenance agreement, installation and credit arrangement) are settled finally, the actual purchase takes place.
5. Post-purchase behavior
After the purchase, the buyer begins evaluating the product to ascertain if its actual performance meets the expectations. Many criteria used in evaluating alternatives are applied again for this purpose. The outcome of this stage is either satisfaction of dissatisfaction. Shortly after purchasing an expensive product, a buyer doubts whether he make the right decision.
1.
from the basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be rational or emotional.
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External buying motives are those which a customer learns or acquires from his environment. Social status, social acceptance, achievement, etc. are examples of such motives. Income, education, occupation, religion, culture, family and social environment influence external motives.
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CHAPTER.5
RESEARCH METHODOLOGY
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RESEARCH PROBLEM
The problem of the research was Consumer perception about Amul ice-cream in comparison to other brands in the market of Ghaziabad.
RESEARCH OBJECTIVES:
The purposes for which the study is undertaken are:1. To find out the image of Amul ice cream. 2. To assess the awareness about Amul ice cream qualities. 3. To obtain the opinion of customers t about Amul ice cream with reference of price. 4. To know that what does Customer looks for while buying ice cream. 5. To know the impact of advertisement and promotion on consumer buying behavior. 6. To find out impact schemes on consumer buying decision. 7. To make a comparative analysis of Amul & Vadilal on the parameter 8. To make the suitable suggestion on the basis of it.
Research
The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or enquiry especially through search for new facts in any branch of knowledge.
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Redman and Mory define research as a systematized efforts to gain new knowledge.
In common terms research can define as scientist and systematic search for pertinent information. On a specific topic research comprises defining problems, collecting, organizing and analyzing data, suggesting solutions and researching conclusion so that they fit to the suggested solutions.
Types of Research:
1. Descriptive Research- Descriptive Research includes surveys and factfinding enquiries of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present.
2. Analytical Research- In this the researcher has to use facts or information already available, and analyze there, to make a critical evaluation of the material.
3. Applied Research- Applied Research aims at finding a solution for an immediate problem facing a society or an industrial business organization. Research aimed at certain conclusion facing a concrete social or business problem is an example of applied research. The central aim of applied research is to discover a solution for some pressing practical problem.
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4. Fundamental Research F.R mainly concerned with generalization and with the formulation of the theory. Gathering knowledge for knowledge is sake is termed pure or basic research. Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research.
5. Quantitative Research- Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomenon that can be expressed in terms of quantity.
6. Qualitative Research- Qualitative Research is concerned with qualitative phenomenon, i.e. phenomenon relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behavior, we quite often talk of innovation research important types of qualities research. This type of research aims at discovering the underlying motives and desire.
7. Conceptual Research- Conceptual Research that relates to some abstract ideas or theory. Philosophers and thinkers to develop new concept or to reinterpret existing once generally use it. 8. Empirical Research- Empirical Research relies on experience or observation alone, often without due regards for system and theory.
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Research Design
A framework or blue print for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems. Provides an accurate snaps sort of sum aspects of market environment. Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is the description of the state of affairs as it exists at present. The Research design in this study is descriptive research. Researcher selects the descriptive research design due to the following reasons.
To describe the characteristics of relevant groups, such as customers, organizations (School and Institute) and market.
To determine the perception of customer about the product For markets studies; describe the size of market, buying power of the customer, customer profiles.
For market share studies; which determine the proportion of total sales received by company and its competitors?
For image studies; which determine (customers) perception about the company and its products?
For product usage studies; areas in use the projectors are in use. For Advertising studies; which describe media consumption habits and audience profiles for specific, websites, magazines, newspapers and T.V. program.
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Research Process
Formulating the research problem Preparing the research design Determining the sample design Collecting the data Analysis of the data Preparation of the report
Sampling terms
(a) Population: - The aggregate of all the elements sharing some common set of characteristics, comprising the universe for the purpose of the marketing researcher problem. (b) Census: - A complete enumeration of the elements of a population or study object. (c) Sample: - A subgroup of the elements of the population selected for the participation in the study. (d) Element: - Objects those posses into society by the researcher and about which inferences are to be made.
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Methodology
Methodology provides the way to systematically solve the problem in hand. It may be considered as a service of studying now the research problem os being solved significantly. The terms methodology answer in which one of the following available method and techniques are relevant and which are not regarding the problem in hand. Hence when whenever a project report is written, the most important think to people mind is the methodology should be systematic. The methodology should be clear in the mind of the researcher because this only thing on which the whole project is based. It provides the guidelines in the mind of researcher to carry out the project. It provides the right approach to precede the research problem.
RESEARCH METHODOLOGY
Research methodology deals with the various methods of research. The purpose of the research methodology is to describe the research procedure used in the research. Research methodology overall includes the research design, data collection method and analysis procedure which are used to explore the insight information form the research problem.
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Research Methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods .
RESEARCH DESIGN
Research design is an important and the vital part of the research. Research design is a comprehensive master plan specifying the procedure for collecting and analysis the needed information. Research design provides an excellent framework for the research plan of action. The function of the Research design is to ensure that the required data is in accordance; research design is a blue print for the research study, which guides research in collecting and analysis the data.
Conclusive research design is the design, which helps the researcher in studying the research problem in the conclusive form, this helps the researcher in choosing the possible cause of action from various alternatives to make a rational design. Hence this type of research is being used in this research project.
5.2-
The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two data:
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2) SECONDARY DATA- Secondary data are those data, which have been already collected or published for the purpose other than specific research need at hand .This data is simply used up by the researcher for his purpose of collected the data and its use is now not the same. The secondary data source here in this project are:
MAGAZINES WEBSITES
SAMPLE SELECTION
After the questionnaire for the data collection is being prepared. Next step is to; identify the universe for that the sample unit is to be chosen as it is not possible to gather information from the entire universe. Universe of the Study The universe of the study, I have selected all consumers residing in GHAZIABAD and who shopping in Malls, Super Bazaar, near by markets. Sample Size Our project Guide, keeping in view the time consideration, determined the size of the sample arbitrarily. The sample size I have taken 50 units. Targets Respondents All the consumers and individuals (they were housewives, working women, students and professionals) were our target respondents for our questionnaire. Sampling Techniques For the study we have taken a sample size of 50 respondents pose non probability sampling technique. Further we also applied convenience sampling, judgment sampling, as a part of non probabilistic sampling techniques. Marketing Research Tools 50
For conducting our marketing research, I have used questionnaire methods for collecting data abode the consumer preference and effect of television commercial on consumer decision making process with regard to cosmetic products. Sources of information Primary Data: Questionnaire and Ghaziabad Residents. Secondary data: Website Amul.com
Conclusive research Conclusive research is the descriptive research, which helps the marketing executive to take a rational decision The survey was conducted of consumers living in various reputed localities. During the survey personal interview was the technique used to collect the required information. Instrument used-Questionnaire As the name suggests, in this method asking questions to the people who are thought to have the desired information collects data. Question may be in oral and written form. A formal list of such question is called questionnaire. Since the objective of the research was to know the perception of the consumer for the brand and to know the change in their reception after the advertisement/ prompt ion campaign, it was therefore necessary to prepare a questionnaire for the consumers of the product.
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In the research, structure non-disguised technique has been used since it provides more objective measurement system. The real objective of the research was not hidden from the respondents they aware of the topic on which they had to respond. Sampling Technique Used & Size of the Sample: Sampling unit Ghaziabad residents Sampling units are Ghaziabad city residents and they are contacted randomly to avoid biasness. Sample Size Sampling extent : Ghaziabad City :150 (Prime Location)
The survey was conducted at the prime locations of City. SAMPLE PROFILE SAMPLING: Random A sample Random sample is a generated by a process that guarantees, in the long run, that every possible sample of a given size will be selected with known and equal probability. Random sampling has been done so that the whole universe could be covered
LIST OF LOCATION
LOCATION
COVERED
NUMBER OF RESPONDENT
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30 30 30 15 15 30
=150
Brand awareness
Brand
Amul Vadilal Cream bell Kwality walls Mother dairy Gloria Go Go Top n Town Dinshaes Softel
brand awareness
People aware
150 150 120 150 135 145 140 135 125 100
Amul
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Interpretation
Consumers are much more aware about almost all the brands.Amul, Vadilal and Kwality walls are known by every respondent. Softel is the least known brand among all brands taken into consideration.
CUSTOMER CHOICE
Brand
Amul Vadilal Cream bell Kwality walls Mother dairy Gloria Go Go Top n Town Dinshaes Softel People Respond (in %) 20 18 12 15 7 11 4 8 4 1
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CUSTOMER WILLINGNESS
20 18 16 14 12 RESPONCEIN % 10 8 6 4 2 0 1 brands
Amul Vadilal Cream bell Kwality walls Mother dairy Gloria Go Go Top n Town Dinshaes Softel
Interpretation
Customers given highest preference to brand Amul that means it has greatest customer choice or people refer to have Amul ice cream rather then go for other ice creams. Amuls biggest competitors are Vadilal and Kwality walls in Ghaziabad prime locations.
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Factors
Quality Price Availability Taste Flavor
Responses in percentage
50 60 20 15 5
Responses in percentage
Flavor 3%
Quality 33%
Price 41%
Quality
Price
Availability
Taste
Flavor
Interpretation
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Majority of consumers consider price and quality of the product while buying any product sice in the cities like Ghaziabad people are price sensitive and educated so quality conscious too. Availability is the second largest factor which influences the purchase.
Opinion
Agree Strongly Agree Disagree Strongly disagree
Responses in percentage
80 45 20 5
features
Interpretation
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Majority of customers are agreed that company should improve its packaging as it was found during the survey that they had problem with the packaging especially in the summers there is problem of leakage found in the party pack. Thus company should work on this area.
Interpretation
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Majority of customers are not aware about the Amul ice cream special features. Only 26.67% people know that Amul ice cream is made up of real milk not from vegetable oil. Thus company should work on this area. They should increase customer knowledge about the product so that it can increase product value in the market.
Responses in Numbers
45 65 30 10
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Interpretation
Majority of consumers in Ghaziabad prefer to have Ice cream at their own place but they also like to have Ice cream at parlors and restaurants. Other places they usually like to have Ice cream at marriages and formal parties.
Product trial
Interpretation
Almost all the respondent had Amul ice cream at least once in their life. Majority of them are regular customers. This shows the popularity of the product and customer awareness about the brand AMUL in Ghaziabad.
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Responses in Numbers
65 55 20 10 0
Consumer Perception
Interpretation
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The overall response about the product is positive and customer feel Amul as an excellent product. This show the good market reputation and customer likeness about the product. It also reflects the good image of the brand Amul.
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Interpretation
Generally respondent perceive the product quality by viewing esthetics only they feel quality is as it looks they do not know how Amul is different from other brands. Thus company should work on this area. They should increase customer knowledge about the product so that it can increase product value in the market.
People aware
10 8 25 125 150
Interpretation
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Customers are aware about only two schemes mostly i.e. 1+1 scheme and 25% extra scheme so these are most popular schemes usually. Other schemes like cash discount and bulk discount are mainly for bulk purchases thus these are not popular within general consumers .
NO OF RESPONSES
150 45 30 20 53 2
MODE OF AWARENESS
160 140 120 100 NO OF 80 RESPONCES 60 40 20 0 1 MODES
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Interpretation
Media is the way which includes both print media and television to aware the customers about Amul ice cream in which majority of respondents come across the advertisements through hoardings and commercials shown in their television. Thus print media is the major source of creating awareness among customer.
No of respondents
130 20
YES Responses
NO
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Interpretation
It is found that advertisements affect the buying process of consumer as we can see from our survey also around 90% respondent are agree with the fact that advertisements affect the buying process.
There is lot of complaint regarding availability of the product specially in the summers and regarding packaging of one liter party pack thus should be eliminated.
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There is no single as such exclusive Amul parlour as it is in Delhi, Ahmadabad and big cities like Bangalore. It is also recommended to open a parlour here also and the preferred location is Indrapuram.
The packaging material of ice cream party pack should be either container or plastic sheets instead of being hard board sheets as it is available in other big cities also.
More schemes should be launched to boost the awareness of the Amul Ice cream and remain in competition with the foreign players.
In Ghaziabad the strength competition of Amul is with local players like Gloria in price terms and Dinshaes and Cream bell in quality. Then it is recommended to introduce the product into two different ranges like one to compete with local players which should be comparatively low price segment and other should be quality product having slightly high price.
To enhance the consumer buying and consuming habit company should apply new promotional tools like mass marketing and customization of the product. Company should introduce Low fat and less sugar Ice cream segment to penetrate new market.
Company should target youth and children for the product like Ice-cream and should know what exactly consumer wants.
CONCLUSION
An attempt is made to identify the level of awareness and market perception among the respondents towards Amul ice cream. It was found during studies that Amul has a very good
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market reputation in Ghaziabad city. They have a huge market share and big customer base. They have a bright future as have many uncovered area and potential customers. Consumers are satisfied with the quality of the product. There are lots of varieties available in the market. Consumers have complaint regarding packaging and some times availability of the product particularly with the brand Cassatta and Fundoo Range. In Ghaziabad the strength competition of Amul is with local players like Gloria and go in price terms and Dinshaes and Cream bell in quality. There are huge opportunities for the company to open a separate Amul ice cream parlour as customers have shown great enthusiasm for it.
FINDINGS
A small segment of the respondents think that the Amul is the best brand among suggested option. All the rest of them think that there are other good options also available like Vadilal and Cream bell. Major chunk of the respondents feel that the best feature of Amul is its Quality and taste. The adequate price of the product is the second valuable feature. Customers are highly quality and price sensitive in Ghaziabad. Relatively they are more price sensitive then quality. When asked to recall an advertisement in respect of any schemes launched by company, almost all the respondents were able to recall only one or two advertisements. Majority of respondent are not even aware about many schemes. TV advertising provides a unique blend of sight, color, movement, sound, repetition and presentation of the products. This helps TV commercials to gain advantage over other Media.
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LIMITATIONS
1. The data obtained is focused to Indrapuram, Dasna,Govindpuram, Raj Nagar, and Mahanagar other areas are untouched then results may vary. 2. Due to shortage of time study was restricted. 3. Inaccessibility to certain areas also restricted the study to a limited sample size. 4. Customer responses some time affected due to hellow effect or pear influences. 5. Many times consumers hide the exact information and provide what the informs wants.
RESEARCH QUESTIONNAIRE
NAME _____________
Age group
(In years)
ABOVE 60
MALE
FEMALE
Education
GRADUATE UNDERGRADUATE
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OCCUPATION ADDRESS :-
Q.1 How many brands among the following are you aware of?
Amul Vadilal Cream bell Kwality walls Mother dairy Gloria Go Go Top n Town Dinshaes Softel
Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)
Amul Vadilal Cream bell Kwality walls Mother dairy Gloria Go Go Top n Town Dinshaes Softel
o o o
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o o
Taste Flavor
o o o o
Q.6 Are you aware that Amul Ice cream made up of real milk and not from vegetable oil?
Yes No
Q.7 Does price of Ice cream affect the purchase of branded Ice Cream?
Yes No
o o o
Others
o o o o o
Q.11 Are you aware with the fact that Amul has been ranked number one brand due to its quality?
Yes NO
o o o o o
CASH DISCOUNT BULK DISCOUNT COUPON SCHEME 1+1 Scheme 25% Extra scheme
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Q.15 Through which media have you come across more of such Advertisement?
o o o o o o
THANK YOU
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BIBLIOGRAPHY
Research Methodology C.R Kothari, Publisher: New Age Publications New Delhi, Publication Date: 03-30-2009 Marketing Management- Phillip Kotler 14th Edition, Publisher: Pearson Education, Topic Analyzing Customer Markets
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Business World ,Publisher: Ananda Publications, New Delhi, Edition: July 2012. Indian Journal of Marketing(ISSN-0973-8703). Topic Consumer Behavior. www.amul.com , To check company introduction, list of products. www.Wikipedia.com to know detail about ice cream Industries in India
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