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A

PROJECT REPORT
ON
STUDY OF POTENTIAL MARKET FOR NEW AMUL
PARLORS IN RURAL AREA OF SABARKANTHA
DISTRICT

SUBMITTED TO
Prof. Sarla Achutan

SUBMITTED BY
Nirav Thakkar

(11141)

Ankur Parmar

(11131)

Samirkhan Malek (11124)


Hardik Dhokia

(11112)

B.K.SCHOOL OF BUSINESS MANAGEMENT

B.K. School of Business Management

CERTIFICATE
This is to certify that the report on STUDY OF POTENTIAL MARKET FOR
NEW AMUL PARLORS IN RURAL AREA OF SABARKANTHA DISTRICT is
submitted by our group to Prof. Sarla Achutan, Director of B K School of
Business Management, Gujarat University, in partial fulfillment of the requirement
for the completion of BRM project at the Semester-II of the First Year of the
M.B.A Program for the year 2011-2012.

_______________
Director in-charge

Date: 01/05/2012

B.K. School of Business Management

ACKNOWLEDGEMENT
As students of MBA-I, we had been given the chance to prepare a project report on Dairy
Industry. This was a platform for us to perform our best and explore our potentials in area of our
interest. Our project STUDY OF POTENTIAL MARKET FOR NEW AMUL PARLORS IN
RURAL AREA OF SABARKANTHA DISTRICT would not have been possible without the
assistance and encouragement of many people, who have at times as expert and colleagues,
guided us along the course of project.
We are very grateful to Prof. Sarla Achutan of the B K School of Business Management for
providing such a nice opportunity and valuable guidance.
We would like to express our gratitude and acknowledge our sincere thanks to
Mr.Y.J.Brahmbhatt, Manager (Legal and Marketing), SABAR DAIRY, Himatnagar, as without
his help this project, which is a part of our BRM course curriculum, would not been successfully
completed. His literal thinking on practical aspects and our discussions based on theoretical
knowledge sprouted many ideas in our minds and his thoughts have contributed a lot to this
work. His vast experience in the Rural Marketing was very helpful for us to understand and has
assisted to develop new insights in Rural Marketing segment for the AMUL PRODUCTS in
milk industry on co-operative basis.
Finally, we are thankful to all the officialsstaff of SABAR DAIRY for assisting and coordinating
us the survey and made our study more comprehensive.

Place: Himatnagar.
Date: 1st May, 2012

B.K. School of Business Management

PREFACE
Management is an art, which we should learn by heart, and we believe that this art can be learnt
by studying it practically rather than reading the books. Management is must for every
company, every organization, not only this but also it is must for every person.
The Master of Business Administration is a professional course, which develops a new level of
knowledge & skills and sets & prepares those seeking challenging carriers in the new era of
Liberalization, and Globalization. MBA Programmed imparts the knowledge of concept &
application of the skills of management.
As per our BRM course curriculum we have to prepare project report on Dairy Industry, as a
result of that we got a chance to prepare our chance on SABAR DAIRY, HIMATNAGAR. It
was indeed a nice experience to study and prepare a project report on SABAR DAIRY,
HIMATNAGAR.

EXECUTIVE SUMMARY

B.K. School of Business Management

We have prepared this report on STUDY OF POTENTIAL MARKET FOR NEW AMUL
PARLORS IN RURAL AREA OF SABARKANTHA DISTRICT of the SABAR DAIRY to
fulfill the obligation of the BRM project. We have tried our best to analyze each and every aspect
of these marketing departments from the managerial perspective.
The main objective of the project at opening a new AMUL PARLOR in Rural Sector provided by
Sabar Dairy.
We divided our project at four levels like as Demography, Awareness level, Consumption pattern,
Preference analysis.

Index
SR.NO.
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TITLE
5

PAGE
NO

1
2
3
4
5
6
7
8
9
10
11
12
13

Introduction
Problem Definition
History and Development
Research Approach
Research Design
Primary Data Analysis
Secondary Data Analysis
List of AMUL Product
Finding And Result
Suggestions
Conclusion
Annexure
Bibliography

INTRODUCTION
DAIRY INDUSTRY
World Production Status (2010/2011)
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18
19
20
21
25
41
42
47
49
51
52
54

There is a great deal of variation in the pattern of dairy production worldwide. Many countries
which are large producers consume most of this internally, while others (in particular New
Zealand) export a large percentage of their production. Internal consumption is often in the form
of liquid milk, while the bulk of international trade is in processed dairy products such as milk
powder. Worldwide, the largest producer is India, the largest exporter is New Zealand and the
largest importer is Japan.
World milk production in 2010 reached at 800 million tones, or an increase of just over one
percent, with production growing faster in developing countries than in developed countries. The
gap between these differing patterns of growth is expected to widen in 2011, with high growth in
the developing world at 4 percent and a virtual stagnation of output in the developed countries.
Milk production in 2011 grows by close to 2 percent, to a total of 840 million tones.

Asia
In 2011 Asia is anticipated to expand milk production by 4 percent, reaching almost 265 million
tones. India is forecast to grow moderately, some 4 percent, due to the below average rains from
the likely occurrence of "El Nio". Output in China is anticipated to return to higher growth, at
9 percent, a figure still below its track record of recent years. This conservative estimate is based
on the persistence of low farm-gate prices and tighter feed and water availability.

Europe
Production in Europe in 2011 is anticipated to remain stagnant reflecting the low price incentives
of the past year and continued higher feed prices. Summer droughts in parts of the Russian
Federation have constrained once again the building of fodder reserves for winter and therefore
production may remain relatively unchanged.

North America
Milk production for 2010 in the United States is decrease by one percent on account of low farm
gate prices and the deterioration of the milk/feed price ratio. In Canada, where production is
governed by quotas; milk output is anticipated to remain relatively unchanged. The trend of
declining output in the United States is expected to continue in 2011 with a further one percent
fall in production.

South America

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In South American countries like Brazil, Argentina, Chile milk production in 2011 reach at 59.1
million tones with expansion of 2.5%.

Australia & new zealand


Dairy production in marketing year 2009/10 reached 26 million tones, or an expansion of
6 percent. Output in New Zealand is estimated at 16.6 million tones, growing by 8 percent, as the
country recovered from a prolonged drought. In 2010 in Australia, because of favorable weather
conditions, milk output increased by a mere 2 percent to 9.4 million tones. But in 2011 output in
Australia is fall by 2 percent as a result of low profitability.

Top Ten Milk producing countries:

Rank

Name of country

1
2
3
4

India
United States
Pakistan
China

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Production (10^9
Kg/year)
114.4
79.3
35.2
32.5
8

5
6
7
8
9
10

Germany
Russia
Brazil
France
New Zealand
United Kingdom

28.5
28.5
26.2
24.2
17.3
13.9

Indian Dairy industry

Dairy industry is of crucial importance to India. The country is the worlds largest milk
producer, accounting for more than 13% of worlds total milk production. It is the
worlds largest consumer of dairy products, consuming almost 100% of its own milk
production.

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Policy
The total amount of milk produced has more than tripled from 23 million tones back
in 1973 to 74.70 million tones 26 years later in 1998. The tremendous rise in milk
production is primarily the fallout of the dairy farming policy reflected in Operation
Flood. Following the success of dairy farming policy, the Government has set up a
dairy processing policy, reflected in the Milk and Milk Products Order. In addition, the
Government uses a variety of import restrictions to protect its domestic dairy market.

Milk Processing
The milk processing industry is small compared to the huge amount of milk produced
every year. Only 10% of all the milk is delivered to some 400 dairy plants. A specific
Indian phenomenon is the unorganized sector of milkmen, vendors who collect the milk
from local producers and sell the milk in both, urban and non-urban areas, which handles
around 65-70% of the national milk production. In the organized dairy industry, the
cooperative milk processors have a 60% market share. The cooperative dairies process
90% of the collected milk as liquid milk whereas the private dairies process and sell only
20% of the milk collected as liquid milk and 80% for other dairy products with a focus on
value-added products.

Key Areas of Concern in the Dairy Industry


(i) Competitiveness cost of production, productivity of animals etc.
The demand for quality dairy products is rising and production is also increasing in many
developing countries. The countries which are expected to benefit most from any increase in
world demand for dairy products are those which have low cost of production. Therefore, in
order to increase the competitiveness of Indian dairy industry, efforts should be made to reduce
cost of production. Increasing productivity of animals, better health care and breeding facilities
and management of dairy animals can reduce the cost of milk production. The Government and
dairy industry can play a vital role in this direction.

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(ii) Production, processing and marketing infrastructure If India has to emerge as


an exporting country, it is imperative that we should develop proper production, processing and
marketing infrastructure, which is capable of meeting international quality requirements. A
comprehensive strategy for producing quality and safe dairy products should be formulated with
suitable legal backup.

(iii) Focus on buffalo milk based specialty Dairy industry in India is also unique with
regard to availability of large proportion of buffalo milk. Thus, India can focus on buffalo milk
based specialty products, like Mozzarella cheese, tailored to meet the needs of the target
consumers.

(iv) Import of value-added products and export of lower value products With the
trade liberalization, despite the attempts of Indian companies to develop their product range, it
could well be that in the future, more value-added products will be imported and lower value
products will be exported. The industry has to prepare them to meet the challenges.

(v) Provisions of SPS and TBT


At the international level, we have to ensure that provisions of SPS (Sanitary and Phyto sanitary
Agreement) and TBT (Technical Barriers to Trade Agreement) are based on application of sound
scientific principles and should become defector barriers to trade.

SABARKANTHA IN MILK INDUSTRY

In 1990, the 'UNISEF' Team visited the Sabarkantha district & they tries to improve milk
industry Sabarkantha for this objective they select Himatnagar for establishing milk processing
unit. This is their recommendation to start the dairy on Co-operative bases to improve milk
industry in Sabarkantha district.

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The Sabarkantha District Co-operative Milk Producers Union Ltd, Himatnagar" was also
known as SABAR DAIRY in Gujarat. Sabar dairy was established before forty years that
means 27th November 1964.
Sabar dairy was registered with the name of "The Sabarkantha District Co-operative Milk
Producer's Union Ltd., Himatnagar" and also gets the certificate of ISO-9002.
In Gujarat Sabar dairy is one of the leading milk producing unit.

The company has achieved the following national level awards and State
level Awards during different years:
The national productivity Award for years 1987-88(2nd rank), 1989-90(1st), and 1990-91
(1st) and for years1997-98, 1999-2000 (certificate of merit).
The Vikas Ratna award for year 1995(1st)
The National safety council awards for years 1992 and 2001 (1st rank)

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The Gujarat safety council Awards for years 1996(1st) and 2000 (certificate of merit)

SABAR DAIRY :
Registered under :
The Gujarat Co-operative societies Act 1961
Establishment
:
27/11/1964 at Himatnagar, 70 Km from Ahmedabad, towards
Udaipur, on national high way
Pattern
:
Anand Pattern (three tier structure)
a) I-Village level: Dairy Co-operative Societies
b) II-District level: Milk Producers Co-operative Union ltd.
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c) State level: Co-operative milk marketing federation

Membership

I-Milk producers in villages (more than 3.25 lakh)


II-Dairy co-operative societies (919)
III-District union (15)

Brand Name
Raw material
Reg. No.

:
:
:

AMUL
Milk
Se- 291 under Gujarat Cooperative Societies Act,
1961

Structure

Co-operative

Organizations Journey

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1200000
1000000
800000
600000

collection(lpd)

400000
200000
0
1964

1971

1980

1989

2000

2010

When SABAR DAIRY started its plant in 1964 by collecting 5000 lit milk per day and
initial processing is limited to milk pouch pack. While currently dairy collecting
approximately 12 LLPD. Today dairys main plant have 12 LLPD milk processing
capacity for various products with ISO 9001 and ISO 22000 certification.

Companys product portfolio

Skim milk powder


Whole milk powder
Amulya
White butter
Amul table butter
Amul Ghee
Amul Shrikhand
Amul Paneer
Amul Masti Dahi
Amul Butter Milk
Amul Khoa
Amul Kool
Amul Milk Pouch Pack

Services provided by dairy


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Dairys Veterinary Team provide Animal help line .


Dairy provide loan to DCS for expansion of DCSs basic infrastructure.
Dairy also provide loan to milk producer to purchase new cattle.

Existing product wise manufacturing capacity:

Sr.No

Detail

Capacity

1
2
3
4
5
6
7
8
9
10
11
12

Total capacity
Milk chilling plant
Cattle feed plant
Milk powder
Butter
Ghee Production
Masti Dahi
Lassi
Paneer
Shrikhand
Khoa
Butter Milk

12 LLPD
10 LLPD
450 TPD
70 TPD
30 TPD
15 TPD
25 TPD
10 TPD
10 TPD
15 TPD
1 TPD
200 TPD

Organization structure
Chairman

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Vice chairman

Directors

Managing Director

Deputy General Manager

Sr. General Manager

Deputy Manager

Assistant Manager

Sr. Manager

Sr. Superintendent

Superintendent

Jr. Officer

PROBLEM DEFINITION
Rural Marketing is defined as a function that manages all activities involved in assessing,
stimulating and converting the purchasing power of rural consumers into an effective demand for
specific products & services and moving these products & services to the people in rural areas to
create satisfaction and a better standard of living and thereby achieving organizational goals
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In the recent years, rural markets in India have undergone considerable changes as the
urban markets have hit saturation and relative growth has slowed down. Marketers have realized
that rural India has tremendous potential and with increasing focus of the policy makers on
injecting money to pump the rural economy have all contributed towards an increased interest of
businesses towards rural India. This article is an attempt to understand rural markets and how
organizations serve the emerging rural markets.
According to NCAER (National Council of Applied Economic Research) Report-2009,
the numbers belonging to lower middle income group in rural areas is almost double compared
with urban areas. This is a large consuming class, constituting 41% of the Indian middle class,
and having 58% of the total disposable income. Rural Market size is estimated to have 42 million
household and it is growing at five times the pace of urban market. So we can say that there is
huge consumer potential in rural India and addressing this segment is a win-win partnership for
both - companies and people.
Here, in this study we have tried to find out factors influence rural consumer for making
purchase decision and creating awareness regarding processed milk and milk products of AMUL
in Sabarkantha District of Gujarat. Now rural customers are also becoming more brand conscious
and this nature is resulting in the emergence of new rural Market for the FMCG companies. Now
there is a need of different approach towards Rural Consumer which is differentiating urban and
rural consumers. This study also part of understanding rural market.

Statement of the Problem


The overall objective is deterring Marketing strategy for AMUL products in rural area of
Sabarkantha District for that purpose we need to examine attitude to the use of AMUL products
and AMUL par lour in rural area this has been broken into the following sub objective:
1. To examine how milk and milk products are used in rural area of Sabarkantha district.
2. To identify consumers attitudes towards AMUL products,
3. To determine promotional platform that can be used to launch AMUL products in rural
area of Sabarkantha district.
4. And a target of opening of new 5 AMUL Parlours are given.

HISTORY AND DEVELOPMENT OF THE UNIT


SABAR DAIRY established in 1964, in Gujarat there were only municipal dairies in rare places.
It made difficult for people to get milk and give milk. So there milk got wasted and did not come
to use for any product and these matters cause the rise in value of milk products. There were only

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municipal dairies in some areas. In PRANTIJ, IDAR, HIMATNAGAR, areas it was not
developed so there were so much milk corruption at that time. So for this reason all the Patels
combined they decided to build dairy in each villages.
For this they gave guidance and knowledge to the people also aware them about the corruptors of
milk. For their effort, rules become existence that register capacity of dairy is checked and there
after only they get registered after that there are more than 1500 registered Mandali's and almost
900 subhead Mandali's in Sabarkantha.
The development of dairy is also due to the help of Government. And in 1973 the Sabar Dairy
expanded at Himatnagar. Reasons to select the location of Dairy at Himatnagar are availability of
power, transportation facility, water facility, raw milk availability, availability of plain land and
labour. In Himatnagar area Bank facilities can be easily available. Jilla Panchayat is also in
Himatnagar so work can be done easily. Land was cheap at Himatnagar area and the milk is also
easily available from the nearest villagers so the location selected in Himatnagar is more
suitable.

RESEARCH APPROACH
1. To find out how milk and milk products are used in rural market, series of direct question
asked in questioner which gives direct answer of how milk and milk products are
consume, is there any consumption pattern for milk and milk products.

BUYING DECISION FLOW CHART FOR FMCG PRODUCTS.


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Daily need
Awareness level for available Options
Perception towards all option
Availability at door step
Services, Quality, Advertisement, other factor
Comparison between all options
Trail buying of promoted product
Final attitude towards promoted products
2. To find out consumer attitude towards AMUL products we need to understand above
mention model which gives clear understanding of how a consumer will develop attitude
towards some brand or products. Here to find out Attitude towards AMUL we need to
know awareness level of rural customer regarding product range of AMUL, importance
of hygienic products, availability of AMUL products at local level, influence by current
advertisement etc.
3. For deterring promotional platform that can be used for launching AMUL products we
need to ask some direct question, which can clarify effective media in rural area of
Sabarkantha district.
4. For opening of New Amul parlour, we will arrange meetings with DCS Secretary,
Chairman and some decision maker members, to discuss AMUL parlor concept, benefits
of concept etc.

RESEARCH DESIGN

TYPE OF RESERCH DESIGN


In this project research problem design is clearly mention and to ask for data which we
can get directly for respondent of specific area so finally we used Cross Sectional design.
Here in this study key variables to be measured are as follow:For village: - population, member non-member ratio, milk collection
History, media coverage, geography of village.
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For population: - Demographic, Milk and Milk product consumption


level, occupation, income status etc.

pattern, education

Data Collection method


Secondary data: - We have collected and studied similar cases from internet.
Primary data: - For getting primary data we have conduct market survey by using personal
interview method combine with Quantitative survey.

Data collection instrument


For recording responses given during personal interview we have used a
of questioner is attached as (Appendices-I)

questioner Copy

Data source
Here since we are conducting survey for rural marketing our data source are as follow:
Primary data:- All village population, i.e. members, non-member,
Secretary of DCS, local Doctor etc.

Chairman of DCS,

Secondary data: - Some internal data we have taken from companys previous year record
like sales report, milk collection report, etc.

Scaling Technique
In questioner mainly Nominal, Ordinal and Ratio scale is used to measure different
variables.
Nominal scale is used to record information like name, phone no, major information
source, most liked news paper etc.
Ordinal scale is used to find out most to least consumed AMUL product etc.
Ratio scale is used to record variables like age.

Questioner Design and pretesting


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Questioner contain group of question asking information on personal information,


awareness level, consumption pattern, media platform.
Pretesting done at dairy itself with 15 respondents coming from different DCS to book
their order, and based on problem faced in pretesting editing in questioner is done. (See
Annexure 1)

Sampling
Total 10 villages selected having population more than 3000, and near to existing supply
route.
Sample size: - Total 362 respondents.
Sampling technique: - Simple convenient base.

Field work
Total 7 day spent for field work. Field work contains two work data collection and
meeting with DCS secretary, Chairman and other decision maker. Total 10 villages
covered during this 7 day and Visited villages name are as below.

SR.NO NAME OF
NAME OF
CONTACT RESPONSE
VILLAGE CHAIRMAN AND
NO.
S
SECRETARY
1

Virpur

Khunasiya Jahedbhai

8866490683

Very Good

Talod

Patel Shantibhai

9909764355

Average

Vaktapur

Patel Balubhai Manibhai

9998242039

Good

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Mahiyal

Rathod Dalabhai

02774-230787

Below the
average

Salatpur

Chandubhai Prajapati

02774-283521

Good

Kesarpura

Patel MaheshBhai

9913488171

Good

Harshol

Patel Dahyabhai

9979686847

Average

Prantij

Patel Ethabhai

9429326013

Very Good

Raniya

Pandya Pareshbhai

9979550975

Average

10

Doltabad

Patel Dahyabhai

Very Good

ABBREVIATION
Sr.No

Short form

Full form

G.C.M.M.F

Gujarat cooperative Milk Marketing Federation

APO

Amul Preferred Outlet

DCS

Distributor Cooperative Society

SPS

Sanitary and Phyto Sanitary Agreement

TBT

Technical Barriers to Trade Agreement

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LLPD

Lakh Litre Per Day

TPD

Ton Per Day

NCAER

National Council Of Applied Economic Research

Primary Data Analysis


Primary Data Analysis
To fulfill above given objective a survey was conduct in 10 villages of Sabarkantha
District, from these villages we collect data from 362 respondents, and the collected data
was analyzed in four sub part, mention below.
1st part contains analysis of Samples demography,
2nd part contains analysis of samples awareness level,
3rd part contains analysis of Samples Consumption pattern,
4th part contains analysis of effective media to interact with sample and
5th part contains analysis of samples preference.

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Samples statistics
In our survey we have collected the number of respondents like 362. So finally we get 33
were female and 329 were male.

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Their average age is 37.86 years, while std. Deviation is 12.128 which show range of age
is very large starting from 17 to 67.

Age group wise frequency distribution

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OCCUPATION V/S MEMBER OF DCS FREQUENCY DISTRIBUTION.


100
90
80
70
60
50
40
30
20
10
0

yes
no

Occupation v/s family income Cross tabulation

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80
70
60
50
40

<10000
10000-20000

30

20000-30000

20

>30000

10
0

Awareness level
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Do you know about pasteurizes milk?

Summary of question &7i.


About pasteurize milk most of respondent have responded some general idea; these respondents
are mainly members of DCS who have visited Sabar Dairy at least once.
So many respondent have responded that its a automatic machine which filtered out all the
impurity and microbes
Some of them have responded that milk is heated and due to that all microbes killed.
Some of respondent have responded that pasteurize milk is better than normal milk
Overall their knowledge about pasteurize milk is average or below the average level, so its a
major learning from this study is before promoting AMUL milk in rural area we need to make
them aware about benefit of pasteurize milk over normal milk they buy from outside.

Do you purchase AMUL milk regularly?

Column
1
no

Do you purchase AMUL milk


frequen
cy
287

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perce
nt
79.3

valid
percent
79.3

29

cummulati
ve
79.3

yes
total

75
362

20.7
100

20.7

100

REASONS OF NOT BUYING.


118
120
100

75

64

80
60
40

45
19

19

20
0

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30

400

340

326

350

280

300
250

303

300

232
204

198
164

200
150

291

354
326

158

130
82

100
50

71

26

22

Consumption Pattern
Frequency distribution of buying of products from outside

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62

59

31

36
8

Consumption pattern of
Shrikhand and Ice-Cream?

Mainly for whom do you buy


ice-cream?
Interpretation
As per above chart, we can say that
62.71% respondents are buying icecream for the family.

Analysis of Ranking Amul Product?


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Chart Title
200
150
Axis Title

100
50
0

R1R2R3R4R5
Axis Title

Interpretation
As per our survey we ask them to rank given products in 1 to 5 based on
they buy products most to least. So finally we can say that most of the
respondents respond milk as 1 rank, shrikhand 2 rank, ice cream 3, butter
milk 4, and last 5 rank between butter milk & shrikhand.

MEDIA PLATFORM
From where did you get information about above products?

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120
100
80
60

sabar dairy

40

wall painting

mandali
news paper

20

t.v

Interpretation
As per our survey, we can say that most of the people got the information by Sabar Dairy.
Because in our respondents major group of the farmer and this people are members of Mandali.

Which news paper you like most to read?


200
150
100
50
0

Interpretation
As per our survey, we can say that Divya Bhaskar is laeding news paper but
Sandesh & Gujarat Samachar are also favorable.

PREFERANCE ANALYSIS
From where do you buy above products?
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42 6

local shop
201

113

near by city
near by village
other

Interpretation
Above graph shows that most of the customer is prefer to purchase AMUL brand by local shop
and some of the customers are prefer to nearby city.

AMUL parlor should be there in village?

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35

200
182
180
160
140

128

120
100
80
60

52

40
20
0
strongly disagree

disagree

neutral

Mandali should open AMUL Parlor in village?

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agree

strongly a

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Interpretation
As per our survey we found that 50% of
respondents are agree & responentare
strongly agree to open AMUL Parlor by
Mandali in village.Occupation V/s
brand/non-brand preference.

Secondary analysis
Literature Review
Case-1
Impact of Emotional Attachment
between Children and Parents in
Rural Market: A Case Study of
Children and Parents in Purchase
of FMCG
From: - Pranjana Vol 12, No 2,
Jul-Dec, 2009
By: - 1. Sr. Professor, Graduate
School
of
Business
&
Administration, Greater Noida,
UP.
2. Asstt. Professor, INMANTEC,
Ghaziabad, UP.
Summary: Its a small market survey based
study, says following points
(I) Behaviour of Rural Consumer has also changed over a period of time as
literacy level is improving in rural class.
(II) This behavioural change in the buying habit is because of highly aware and educated
children. Researchers have acknowledged the role of children in the decision making of
parents for daily need purchases.
(III) The role of children in buying decision is varying as their age varies
(IV) Rural customers are also becoming more brand conscious and this nature is resulting
in the emergence of new rural Market for the FMCG companies.

.
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LIST OF AMUL PRODUCTS


All AMUL Products

Amul Shakti
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Amul Butter

Amul Choc zoo

Amul Cheese

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Amul Masti Dahi

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AMUL GHEE

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AMULYA

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SHRIKHAND

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AMUL PARLOUR

Amul Parlour is the main source for the consumption of all kinds
of Amul Products for the consumers.

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FINDINGs
In this project, Samples average age is 38 years.
Highest no. Of respondent are lying between 37 to 46 year group.
In our survey, Most of respondent are occupied as farmer, self employed and
student.
60% of total respondents are occupied in above mention category while rests of
40% are occupied in other occupation like, labour work, job, service etc.
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Most of the DCS members are occupied as farmer, while major no of respondent
from groups like self employed, business, job, labour work are not member of
DCS.
As per income group most of the respondent lying in first income group of
<10,000. Followed by 10,000 to 20,000
Very few no of respondent are lying in 3rd (20,000 to 30,000) and 4 th (>30,000)
category of income group.

ABOUT AWARENESS LEVEL


In survey we found that most of the respondent responded positively in case of Milk,
Butter milk, Shrikhand, Masti Dahi, Ghee, and Ice cream. Almost 100% respondent
knows that AMUL have these products in their portfolio.
When we ask to the people about their information on pasteurize milk, 68% of
respondent have clearly responded that they dont know about pasteurize milk. While
32% responded yes they know about pasteurize milk, but their idea about pasteurize milk
is lower than primary level.

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While rest of the respondent have responded for other options like less fat, poor quality,
taste, high price, quantity.

Suggestion
In our survey we found that some findings and observations during data collection
are surprising, we analyzed that mainly major three issues need to be addressed in
promotional activity, and the issues are as follow.
To inform that benefit of pasteurized milk in the rural consumers.
To create fully awareness about product range of AMUL.
To find out appropriate media platform for promotion of AMUL products.

In our research we found that some of the respondents have idea like,

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Some of them are thinking that hygienic conditions are not


maintained at Dairy.
Some of the respondents are thinking about the caste of labor
working in Dairy.
Some have problem with how they are reducing fat % of milk.

To promote AMUL Products in Rural Market


In our survey we analyzed that most of the respondents like to read Divya
Bhaskar and some of the respondents are reading news paper like Sandesh and
Gujarat Samachar so finally we decided that as a print media Divya Bhaskar
should be selected.
Animated movie shows should be organized at schools to increase awareness.

Recommendations

To create awareness about AMULs products range we can use some cheap media
Like:Wall paintings,
Posters and stickers on local buses,
Balanced products display at existing AMUL parlour.
By launching small quantity/less price trial packets.

LIMITATION
Sometimes respondents providing wrong information which can affect our
research.

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The study is cross sectional study so this recommendation and observations are
limited to certain time frame.

Conclusion
In whole Project study on the SABAR DAIRY we learn lots of new things. We would like to
express our sincere thanks to all people who come across this time span. We are thankful to them
for their kindness towards us for spending their valuable time.
In whole project on the Sabar dairy we acquired good knowledge regarding understanding of
customer needs and wants and also understanding the marketing condition of the Sabar Dairy.
We have done market Research by given question. We got very good response from the
respondents and the project gave us a chance to interact with rural people, due to which our
understanding of rural market become more clear.

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QUESTIONNAIRE
As we are doing project as per our course curriculum of subject BRM, we request
you to fill up following questionnaire and help us in completing this research
project.
1.
2.
3.
4.
5.

NAME: _______________________________________________
AGE: __________________________
GENDER: ______________________
OCCUPATION: _________________
INCOME:
<10000

Above 30000

10000-20000

20000-30000

6. Do you know about pasteurized milk?


Yes
No
7. Do you purchase AMUL milk regularly?
Yes
No
8. Reasons for not buying AMUL product.
Non availability
High price
Poor quality

Quantity

Low fat
Milk available at home
9. Which dairy products do you from outside?
a). _________
b). _________
c). _________
d). _________
10. For whom do you buy ice-cream?
_______________________________
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11.Rank AMUL products.


a) ________
b) ________
c) ________
d) ________
e) ________
MEDIA PLATFORM
12.From where do you get information about AMUL products?
______________________________________________
13.Which news paper do you read?
Divya bhashkar
Gujarat samachar
Sandesh
Others
PREFARENCE ANALYSIS
14. From where do you buy above products?
_______________________________
15. Should mandalis open AMUL parlour in villages?
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

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BIBLIOGRAPHY
BOOK REFERRED:

PRINCIPLES OF MARKETING

PHILIP KOTLER

BUSINESS RESEARCH METHODOLOGY

WILLIAM G. ZIKMUND

Web-Sites:(1) WWW.WIKIPEDIA.COM
(2) WWW.AMUL.CO.IN
(3) WWW.AMUL@SABARDAIRY.COOP

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