CHAPTER - 1

INTRODUCTION

INTRODUCTION
TO
TOPIC

INTRODUCTION OF CONSUMER BUYING BEHAVIOUR

A Consumers decision to buy a product or service is the result of interplay of many
forces or stimuli. The starting point is the marketers stimuli in the form of product
offering through some promotional method, available at some outlets at a price. The
marketing stimuli for the product include locating target markets and segmentation of
market as per the customers needs.
Consumer behaviour is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology and economics. It
attempts to understand the buyer decision making process, both individually and in
groups. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups,
and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer.

DEFINITION OF CONSUMER-BUYING BEHAVIOUR

The process by which individual search for select, purchase, use, and dispose of
goods and services, in statisification of their needs and wants.

CONSUMER BUYING PROCESS:

This is an important process which has a vital role in consumer behavior study. This
is the first essential step to understand consumer behaviour. The objective of study
consumer buying process is to know how a consumer makes his decision regarding
buying or not buying any commodity. In most cases, a decision involves the selection
of an option from two or more attractive choices.
The buying process is the process of decision-making leading to purchase
function. It represents a problem solving approach. The mechanism is the same as in
the same as in any processing activity and finally the output comes before us.

INPUT

PROCESS

OUTPUT

The simple model explains that it is composed of three stages-Input, Process, Output.
Input is a stimulus. It is provided by two sets of variables, namely, the firms
marketing efforts and the social environment. The firms marketing efforts are
designed to positively expose, inform and influence consumers. These efforts include
product/service itself,advertising,price stragies,distribution network, and in fact all
marketing functions.For-example,when a company introduces a new brand of
detergent powder or a television set, it may run a series of radio commercials with
supporting press advertisements. The social environment serves as a non-commercial
source of consumer information and influence which is not under the direct control of
the firm. It includes reference groups and individuals, members of the family, social
class and castes, culture, and the like. Both these stimulus variables influence
consumers and the buying process.

STAGES OF BUYING BEHAVIOUR PROCESS

NEED RECOGNITION

INFORMATION SEARCH

EVALUATION BEHAVIOUR

PURCHASE DECISION

POST PURCHASE FEELINGS

1. Need Recognition:
A buying process starts with need arousal. A need can be
activated through internal or external stimuli. The basic needs of a common man arise
to a particular level and become a drive and he knows from his previous experience
how to satisfy these needs like: hunger, thirst etc.

2. Information search:
After need arousal, the consumer tries to solve it and gathers
the sources and information about the product. For-example: If a consumer needs to
purchase a television, he will pay more attention to TV advertisements. He keeps
remembering the remarks made by friends and associates about TVs.
There are four sources of consumer information such as personal sources,
commercial, public and experiential sources.

3. Evaluation behavior:
The evaluation stage represents the stage of mental trial of the product. During this
stage, the consumer assigns relative value-weights to different products/ brands on the
basis of accumulated stock of product information and draws conclusions about their
relative satisfaction giving potential value. After this evaluation in the consumer
develops the intention either to purchase or reject the product or brand.

4. Purchase decisions:
There are three more important considerations for taking
the buying decision.
1. Attitude of others such as wife, relatives and friends.
2. Anticipated situational factors such as family income etc.
3. Unanticipated situational factors like accidents, illness etc.

5. Post-Purchase feelings:
If the product matches his expectations, the consumer is satisfied: if it exceeds, he is
highly satisfied: and if it falls short of expectations, he is dissatisfied.

PARTICIPANTS IN THE BUYING BEHAVIOUR

1. Initiator:
The initiator is a person who first suggests or thinks of the idea of buying
the particular product.

2. Influencer:
The influencer is a person who explicitly or implicitly has some
influence on the final buying decision of others.

3. Decider:
The decider is a person who ultimately determines any part or whole of the
buying decisions, i.e whether to buy or what to buy, how to buy, when to buy or are to
buy.

4.Buyer:
The buyer is the person who actually purchases.

5. Users:
The user is the person who actually uses or consumes the services or
products.

INDUSTRIAL
PROFILE

INDIAN DIARY INDUSTRY

India is the world's highest milk producer and all set to become the world's largest
food factory.
A dairy is a facility for the extraction and processing of animal milkmostly from
goats or cows, but also from buffalo, sheep, horses, or camels for human
consumption.
Terminology differs slightly between countries. In particular, in the U.S. a dairy can
also be the facility that processes and distributes the milk or the store that sells dairy
products, and in New Zealand English a dairy means a corner shop, or Superette
and dairy factory is the term for what is elsewhere a dairy.
As an adjective, the word dairy describes milk-based products, derivatives and
processes, for example dairy cattle, dairy goat. A dairy farm produces milk and a
dairy factory processes it into a variety of dairy products.

HISTORY OF DIARY INDUSTRY

Milk-producing animals have been domesticated for thousands of years. Initially they
were part of the subsistence farming that nomads engaged in. As the community
moved about the country so did their animals accompany them. Protecting and
feeding the animals were a big part of the symbiotic relationship between the animal
and the herder.
In the more recent past, people in agricultural societies owned dairy animals that they
milked for domestic or local (village) consumption, a typical example of a cottage
industry. The animals might serve multiple purposes (for example, as a draught
animal for pulling a plough as a youngster and at the end of its useful life as meat). In
this case the animals were normally milked by hand and the herd size was quite small
so that all of the animals could be milked in less than an hourabout 10 per milker.
With industrialization and urbanization the supply of milk became a commercial
industry with specialised breeds of cow being developed for dairy, as distinct from
beef or draught animals. Initially more people were employed as milker but it soon
turned to mechanisation with machines designed to do the milking.
9

Historically, the milking and the processing took place close together in space and
time: on a dairy farm. People milked the animals by hand; on farms where only small
numbers are kept hand-milking may still be practiced. Hand-milking is accomplished
by grasping the teats (often pronounced tit or tits) in the hand and expressing milk
either by squeezing the fingers progressively, from the udder end to the tip, or by
squeezing the teat between thumb and index finger then moving the hand downward
from udder towards the end of the teat. The action of the hand or fingers is designed
to close off the milk duct at the udder (upper) end and, by the movement of the
fingers, close the duct progressively to the tip to express the trapped milk. Each half
or quarter of the udder is emptied one milk-duct capacity at a time.
The stripping action is repeated, using both hands for speed. Both methods result in
the milk that was trapped in the milk duct being squirted out the end into a bucket that
is supported between the knees (or rests on the ground) of the milker, who usually sits
on a low stool.
Traditionally the cow, or cows, would stand in the field or paddock while being
milked. Young stock, heifers, would have to be trained to remain still to be milked. In
many countries the cows were tethered to a post and milked. The problem with this
method is that it relies on quiet, tractable beasts, because the hind end of the cow is
not restrained.
In 1937 it was found that bovine somatotropin (BST) (bovine growth hormone)
would increase the yield of milk. Monsanto developed a synthetic version of this
hormone. In February 1994 BST was approved by the Food and Drug Administration
(FDA) for use in the U.S. It has become common, in the U.S. but not elsewhere, to
inject it into milch kine (dairy cows) in order to increase their production by up to
10%. However, there are claims that this practice can have negative consequences for
the animals themselves.

10

In vitro maturation-in vitro fertilization work in progress at the Centre for

Biotechnology, Bombay

Each new dairy plant is a step forward. An added advantage to an industry is looking
towards the future.

Young students are learning about the anatomy of a cow and the process of artificial
insemination at the Union Training Centre, Palanpur.

The National Dairy Development Board - the accolades for the progress of the dairy
industry rest squarely on its collective shoulders.

11

The screw compressor room of the refrigeration plant at the 30 TPD Power plants,
Meerut, the first of its kind in the country.

Product development work in progress on a pilot plant spray drier at the R&D
Laboratory, Anand

An embryo transfer laboratory at Sabarmati Ashram Gaushala working to implement

the latest technology so that small farmers have access to the best breeds in the
business.

12

COMPANY
PROFILE

COMPANY

PROFILE

Introduction:13

Amul History:
Amul was formally registered on December 14, 1946. Dr.Verghese Kurien is
recognized as the man behind the success of Amul. The 'Amul revolution' started as
awareness among the farmers, grew and matured into a protest movement that was
channeled towards economic prosperity. Over five decades ago, the life of a farmer in
Kheda District was very much like that of his/her counterpart anywhere else in India.
His/her income was derived almost entirely from seasonal crops. The income from
milk buffaloes was undependable. Private traders and middlemen controlled the
marketing and distribution system for the milk. As milk is perishable, farmers were
compelled to sell it for whatever they were offered. Often, they had to sell cream and
ghee at throw-away prices. In this situation, the private trader made a killing.
Gradually, the realization dawned on the farmers that the exploitation by the trader
could be checked only if marketed their milk themselves. Amul was the result of that
Realization.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in
June1948. By the end of 1948, more than 400 farmers joined in more Village Society,
and the quantity of milk handled by one Union increased from 250 to 5,000 liters a
day. The success of Amul was instrumental in launching the White Revolution that
resulted in increased milk production in India. It is termed as "Operation Flood" by
Amul.
Currently Amul has 2.41 million producer members with milk collection
average of 5.08 million liters day. Amul's sales turnover in 2004-05 was 672 million
US$.
Amul is Indias largest Food Brand and is exported to Australia, Bangladesh, China,
US, UAE, Singapore, African Continent, etc.
Amul product line includes Milk, Skimmed Milk, Butter, Ghee, Cream, Ice Cream,
Cheese, Chocolate, Shrikhand, etc.
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.
14

CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has
assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of
GCMMF.
Members:

13 district cooperative milk producers' Union

No. of Producer Members:

No. of Village Societies:
Total Milk handling capacity:
Milk collection
Milk collection
Milk Drying Capacity:
Cattlefeed manufacturing Capacity:
GCMMF - Operations

2.7 million
13,141
10.21 million liters per day
2.69 billion liters
7.4 million liters
626 Mts. per day
3090 Mts per day

Indias largest food products marketing organization

4 Distribution Highways
20 Product Groups
400+ SKUs
34 Supply Centre
50 Sales Offices
300 member sales team
5000 Stockiest
700,000 Retail outlets
Rs 4,500 crore (US$ 1 billion) annual Sales Turnover
Amul
It means priceless in Sanskrit and many Indian languages
Commitment to Quality
Value for money
The generation of awareness
The fostering of loyalty
Development of strong brand identity
Amul: The Challenges in 90's
15

 Consumer Demand to widen the product range.

Franchising the brand pan India to increase availability of fresh products.
Globalization: Dedicated brand building campaign in international markets.

Sales Turnover
Sales Turnover

Rs (million)

US $ (in million)

1994-95

11140

355

1995-96

13790

400

1996-97

15540

450

1997-98

18840

455

1998-99

22192

493

1999-00

22185

493

2000-01

22588

500

2001-02

23365

500

2002-03

27457

575

2003-04

28941

616

2004-05

29225

672

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

2009-10

80053

1700

2010-11

97742

2172

Ownership Pattern of Amul:

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
16

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.

Information about Competitors:

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.

17

They have also competitor in the market. They felt very tuff competition in our
country and outing countries.

MARKETING STRENGTH
The extensive distribution network, built over the years, is a major strength for Amul
Products. Amul Products are available to consumers, even in the most remote places
and in the smallest of villages with a population of just 500.
Amul has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these wholesalers &
retailers.
The Amul marketing philosophy emphasizes catering to the masses. They constantly
endeavor at designing products that provide nutrition to the common man. Most Amul
offerings are in the low & mid-range price segments. This is based on their cultivated
understanding of the Indian consumer psyche. The value-for-money positioning helps
generate large sales volumes for the products. However Amul also manufactures a
variety of premium products for the up-market, urban consumers. And in this way,
caters a range of products to a variety of consumers.

THE CUSTOMER CONFIDENCE

18

The Amul name conjures up fond memories across the length and breadth of the
country. Today, the Amul brands have found their way into the hearts and homes of
people all over India& abroad. Amul continue to spread happiness & joy among
people of all ages.
The consumer is the focus of all activities at Amul. Maximizing value to consumers
and forging enduring customer relationships are the core endeavors at Amul.
Efforts are driven towards maximizing customer satisfaction

AWARDS ACHIEVED
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.
Amul Pro-Biotic Ice-cream Gets No. 1 Award at World Dairy Summit

"Sh.VK Singh,
IAS, Managing
Director,
19

Punjab Cooperative Dairy Federation accepting 2007 IDF Marketing Award from Sh.
Jim Begg, President, International Dairy Federation for Amul Prolife Probiotic Ice
Cream on 3rd Oct 2007 at World Dairy Summit, Dublin, Ireland. Sh. VK Singh had
kindly accepted award on behalf of GCMMF."
The decision of GCMMF Ltd., Anand will be final in all matters as regards this
Award.
GCMMF bags APEDA AWARD for 11th year in a row

In a glittering ceremony held at Siri Fort Auditorium on 3rd June, 2008. GCMMF has
bagged award for excellent performance in exports of dairy products for the year
2006-07 from Agricultural and Processed Food Exports Development Authority
(APEDA), Minister of Commerce, New Delhi. GCMMF has won the award for 11th
time. The award was received by Mr. Raveen Choudhary, our AGM (Z-I), Delhi, from
Humble Minister of Commerce, Shri Kamalnath.

20

21

PRODUCT PORTFOLIO

22

Amul Butter

Amul Lite

Utterly Butterly

Low fat, low

Delicious

Cholesterol Bread
Spread

Delicious Table
Margarine
The Delicious way
to eat healthy
Milk Drinks
Amul Kool Milk

Amul Kool

Shake

Amul Kool Cafe

Kool Koko
A delight to
Chocolate
Lovers. Delicious
Chocolate taste

Nutramul Energy

Amul Kool

Drink

Chocolate Milk

A drink for Kids provides energy

to suit the needs
of growing Kids

23

Amul Kool

Amul Kool

Flavored Bottled

Flavored Tetra

Milk

Pack

Amul Masti

Amul Lassee

Spiced Buttermilk
Amul introduces
the Best Thirst
Quenching Drink

Amul Spray Infant

Amul Instant Full

Milk Food

Cream Milk Powder

Still, Mother's Milk

A dairy in your home

is Best for your baby

Sagar Skimmed Milk

Sagar Tea Coffee

Powder

Whitener

Which is especially
useful for diet
preparations or for
use by people on low
calorie and high
protein diet.

24

Amulya Dairy
Whitener
The Richest, Purest
Dairy Whitener
Fresh Milk
Amul Fresh Milk

Amul Gold Milk

This is the most

hygienic milk
available in the
market. Pasteurised
in state-of-the-art
processing plants and
pouch-packed for
convenience.

Amul Taaza Double

Amul Lite Slim and

Toned Milk

Trim Milk

Amul Fresh Cream

Amul Shakti Toned

Milk

Amul Calci+

Amul Buttermilk

25

Cheese
Amul Pasteurised

Amul Cheese Spreads

Processed Cheese

Tasty Cheese Spreads in

100% Vegetarian Cheese

3 great flavours..

made from microbial

rennet

Amul Emmental Cheese

Amul Pizza Mozzarella

The Great Swiss Cheese

Cheese

from Amul, has a sweet-

Pizza cheese...makes

dry flavour and hazelnut

great tasting pizzas!

aroma

Amul / Sagar Pure Ghee

Cooking Butter

Made from fresh cream.

Has typical rich aroma
and granular texture. An
ethnic product made by
dairies with decades of
experience.

Amul Malai Paneer

Utterly Delicious Pizza

Ready to cook paneer to

make your favourite
recipes!
26

Mithai Mate

Masti Dahi

Sweetened Condensed
Milk - Free flowing and
smooth texture. White to
creamy color with a
pleasant taste.
Desserts
Amul Ice Creams

Amul Shrikhand

Premium Ice Cream

A delicious treats,

made in various varieties

anytime.

and flavours with dry

fruits and nuts.

Amul Mithaee Gulab

Amul Chocolates

Jamuns

The perfect gift for

Pure Khoya Gulab

someone you love.

Jamums...best served
piping hot.

Health Drink
Nutramul

Amul Shakti Health

Malted Milk Food

Food Drink

made from malt

Available in Kesar-

extract has the

Almond and
27

highest protein

Chocolate flavours.

content among all the

brown beverage
powders sold in
India.

28

OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk and Milk products
in Anand. Objectives of study are:

To know the customer behavior and to identify the level of customer

satisfaction towards Amul and its offers.

To offer pragmatic suggestion for growth and development of Amul products.
To know the various marketing mix that influence the customer behaviour.

29

CHAPTER-2
Research
Methodology

30

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may
be understood as a science of studying how research is done systematically and
scientifically. In it we study the various steps that are generally adopted by a
researcher in studding his research problem along with the logic behind them.
The scope of research methodology is wider than that of research method. Research
Methodology includes:-

Research Design: A research design is the arrangement of conditions for collecting

and analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure

Types of Research Design

Exploratory research design.

Descriptive research studies.

Diagnostic research studies.

Experimental research studies.

RESEARCH DESIGN USED IN REPORT:

I used exploratory research design in my project report.

SAMPLING UNIT:
It refers to the individuals who are to be surveyed in the study and it is the
customer who is consuming or using or who has bought AMUL Ice-cream.

SAMPLE SIZE:
It refers to the number of people surveyed for this topic, in the study 197 people
were surveyed and responses drawn.

31

SAMPLING DESIGN:
All the items under consideration in any field of inquiry constitute a universe or
population. A complete enumeration of all items in the population is known as
census inquiry. We select only a few items from the universe for study purpose. The
items selected constitute what is technically called a sample. The researcher may
decide the way of selecting a sample. I used convenient sampling for my study.

DATA COLLECTION:
Data collection includes two type of data:

PRIMARY DATA
The primary data refers to original information gathered for a specific purpose and
provides up to date, accurate and relevant information and it is gathered in an
investigation according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA:

The primary data is collected on the basis of survey method with the help of
personal observation, direct consultation with consumers and dealers.

METHODS:
The survey method is used to collect the primary data with the help of
questionnaire based on explorative and conclusive research.

SECONDARY DATA:
The secondary data can be defined as data collected by someone 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.
32

LIMITATIONS OF THE STUDY:

1. Total coverage of the study is limited to the few customers for collecting orders of
AMUL Ice-cream.
2. Sample size of the study is restricted to 197 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.

33

CHAPTER3
DATA
ANALYSIS
&
INTERPRETATI
ON

34

Analysis and Interpretation of the Data

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 etc.

ACCORDING TO GENDER:

Classification of Customers Based On Sex:

35

The above graph shows that total respondents are 197.Out of which 112 are male and
85 are female.

According to occupation.
Analysis of occupation of the respondents

36

Above graph shows that out of 197 respondents 25 are self-employed, 65 are
professional, 68 are housewives, 39 are students.

37

1. Do you know about the fruity-nutty pack of Amul-ice-cream?

a. Yes

b. No.

YES

56

NO

141

The above graph shows that 56 people knew about the fruity nutty pack of Amul icecream and 141 people said that they dont know about this.

38

2. What is your opinion about this offer?

a. Outstanding:
c. Good:

b. excellent:
d. Average:

Analysis of Rating towards this offer

Rating

Response

Percentage

Outstanding

2.53

excellent

30

15.22

Good

111

56.34

Average

47

23.85

Total

197

100

The above diagram shows that 5 people said that this offer is outstanding,30 said that
this offer is excellent,111 said that this is good whereas 47 said that this we like this
offer as an average.

39

3. What is the most important factor that matters while buying an

Amul product?
a. Quality:
b. Price:
c. Service:

Analysis of Factors to Buy AMUL Ice-cream and Milk Product

Factors

No. of response

Percentage

Quality

134

68.02

Price

49

24.87

Easy availability

14

7.11

Total

197

100

The above diagram shows that 134 peoples like quality while buying Amul products,
49 people said that price matters while buying Amul product and 14 people said that
easy availability matter while buying Amul products.

40

4. How did you come to know about the Amul product?

a. By friends/family:
b. Direct mailers:
c. Press Ads:
d.T.V ads
Opinion

response

percentage

Friends/family

56

28.43

Direct mail

12

6.09

Press ads

68

34.52

T.V ads

61

30.96

Total

197

100

The above diagram shows that 56 people are knew from friends, 12 knew it from
direct mail, 68 knew it from press ads and 61 knew it from t.v.ads.

41

5. What Ice-cream flavor do you like?

a. Vanilla
b. Butterscotch.
c. strawberry
d. other.

flavor

response

percentage

vanilla

44

22.33

butterscotch

76

38.57

strawberry

40

20.3

other

37

18.78

Total

197

100

42

Out of 197 respondents 44 said that they like vanilla,76 people like butterscotch,40
people like strawberry and 37 like other flavor.

6. Can you recall AMUL ice-cream advertisement?

a. Yes
b. No
Opinion

Response

Percentage

Yes
No
Total

108
89
197

54.82
45.17
100

43

The above diagram shows that 108 people said that they recall the Amul
advertisement and 89 people not recall the advertisement of Amul.

44

7. Are you satisfied with the quality of the product?

a. Yes:
b. No:
Opinion
Yes
No
Total

Response
150
47
197

Percentage
76.14
23.85
100

The above diagram shows that 150 people are satisfied with the quality of the product
and 47 said that no they are not satisfied.

45

8. How often do you buy Amul ice cream?

a. Daily:
b. Monthly:
c. Weekly:
d. Occasionally
Opinion
Daily
Monthly
Weekly
Occasionally
Total

Response
6
102
65
24
197

Percentage
3.05
51.78
32.95
12.18
100

The above diagram shows that 5 people daily buy the Amul ice-cream, 102 buy it
monthly,

46

CHAPTER -4
FINDINGS
SUGGESTIONS
&
CONCLUSION

47

Findings:
28.42% people knew about the fruity nutty pack of Amul ice-cream and
71.57% people said that they dont know about this.
2.3 %people said that this offer is outstanding,15.22% said that this offer is
excellent,56.34% said that this is good whereas 23.85% said that this we
like this offer as an average.
68.02 % peoples like quality while buying Amul products, 24.87% people
said that price matters while buying Amul product and 7.11 %people said
that easy availability matter while buying Amul products.
28.43% people are knew from friends, 6.09% knew it from direct mail,
34.52 % knew it from press ads and 30.96% knew it from T.V.ads.
22.33% said that they like vanilla,38.57% people like butterscotch,20.3
%people like strawberry and 18.78% like other flavor
54.82 %people said that they recall the Amul advertisement and 45.17%
people not recall the advertisement of Amul.
76.14% people are satisfied with the quality of the product and 23.85% said
that no they are not satisfied.
3.05% people daily buy the Amul ice-cream, 51.78% buy it monthly,

Suggestions
48

 Provide all the necessary accessory required for any sales promotional
activity
Special gift or other benefit to the distributor and his team for
maintaining good service frequency (gift such as T-shirts, caps, wrist
watches etc.).
Distributor of the company should be carefully selected as there were
many complaints against the companys distributors.
Distributors of company should be trained to deal with various types of
customers
Potential retailers should be provided with cooling equipment at
concession, or on installment basis.

CONCLUSION
49

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. 71.57% people said that they dont know about the
fruity nutty pack of Amul ice-cream. 68.02 % peoples like quality while buying Amul
products.30.96% knew it from T.V.ads.More and more stress should be given on the
other media of the advertisement .so that the sales can be increased. 3.05% people
daily buy the Amul ice-cream.More flavor of ice cream must be available on the ice
cream parlour for children, youth and old age persons.

50