SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)

ON
To Study & Identify Customer Satisfaction Level for Amul Products In Lekhraj
Area Of Lucknow City.

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by:

Submitted by:

Er. Vaibhav Agarwal

Rahul Kumar Singh

Roll. No. 1130671132

Session 2015-2016
School of Management
Babu Banarasi Das University
Sector I, Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

1. Topic:
To study and identify customer satisfaction level for Amul Product in Lekhraj area of Lucknow City.
2. Introduction & Review of Literature
Customer satisfaction is a term frequently used in marketing. While it's often abbreviated as CSAT, it
is more correct to abbreviate it as CSat. It is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals. "In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very useful in managing
and monitoring their businesses.
Amul is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amul
means invaluable.
Formed in 1946, it is a brand name managed by an Indian cooperative organization, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million
milk producers in Gujarat, India.
Amul is based in Anand, Gujarat and has been a successful example of cooperative organization. Amul
spurred the White Revolution in India which in turn made India the largest producer of milk and milk
products in the world. It is also the world's largest vegetarian cheese brand.
3. Scope of the Study:
Customer satisfaction is an important element in the marketing activity. This customer satisfaction
decides the fate of the product and organization. There are various factors influence to the customer

satisfaction. These factors are Post purchase behaviour, Reputation, Product availability, Branding, and
convenient etc.
4. PROBLEM DEFINITION
In this research project I would try to understand the product profile of Amul dairy products. In this
report the customer satisfaction level and their attitude towards the products of Amul is studied by the
help of a survey in Lekhraj area of Lucknow City.
5. RESEARCH OBJECTIVES
a) To understand the dairy product profile of Amul.
b)To find out various factors on which people of Lekhraj Area evaluate the Dairy Products of Amul.
c) To find out the consumer satisfaction level regarding AMUL dairy products in Lekhraj Area.
6. RESEARCH METHODOLOGY
a)Research Design:
Exploratory & Descriptive research design.
b)Universe: Respondents in Lekhraj Area
Sample design: Convenience Sampling.
c) Data Collection tools to be used:
Two methods have been used to collect the relevant data, which are essential for the study, they are:
Primary Data:
Data is collected to obtain desired information through structured questionnaire.
Secondary Data:
It is compiled through books, magazines, newspapers and internet etc
7. TENTATIVE CHAPTER PLAN
Chapter 1.

Introduction and review of literature

Chapter 2.

Company profile and interpretation

Chapter 3.

Objectives of the study

Chapter 4.

Research methodology

Chapter 5.

Problems and limitations

Chapter 6.

Findings, analysis and interpretations

Chapter 7.

SWOT/ETOP

Chapter 8.

Suggestions, Conclusions

Chapter 9.

Appendix, Bibliography

8. References:
www.amul.com/
www.scribd.com/00053623/customer-satisfaction-towards-amul/
Principles of Marketing: Kotler, Philip &Armstrong, G
Customer Satisfaction: Mike Bennett