A

PROJECT REPORT
ON
CONSUMER PERCEPTION REGARDING AMUL
PRODUCTS IN INDIA

In the partial fulfilment of requirement for the

award of Bachelor of Business
Administration (BBA)
Fourth Semester
Year: 2016
Faculty Guide:
Name: Anushruti Pareek
MAISM, Jaipur
Submitted By:
Student Name: Gitika Singhal
BBA Semester (IV)

Maharishi Arvind Institute Of Science and Management,

Jaipur
 Maharishi Arvind Institute of
Science and Management, Jaipur

Certificate from Faculty Guide

This is to certify that project report entitled
CONSUMER PERCEPTION
REGARDING AMUL PRODUCTS IN
INDIA work carried out by Gitika
Singhal in the partial fulfilment of
requirement for the award of Bachelor of
Business Administration (BBA) Fourth
Semester (2016) affiliated to University
of Rajasthan, Jaipur.

To the best of my knowledge and belief this

work is not submitted/published elsewhere
for any degree of diploma examination.

Mrs Anushruti Pareek

MAISM, Jaipur

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 EXECUTIVE SUMMARY
My project is directed to study the share of AMULs products in the

market. Basically it is a survey approach and I have tried my level

best to collect data.

I have selected AMUL to study its market share in India. I have

carried out surveys through questionnaires and interviews with the

company retailers in the working of my project.

AMUL has many competitors and in the cutthroat competitive scene

of todays market it has to fight tough against them to maintain its no.

1 position especially in dairy products if Amul wants to stand in top

position he has to maintain himself in some areas.

Advertising frequency

Retaining the small customer also.

Availability (Distribution network).

Product quality and packing

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As we have found in our research that Amul has good market share

in pouch milk, as compared to other competitors. But still Amul is

not able to cash all the opportunity, which exists in the market

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 ACKNOWLEDGEMENT
I have taken efforts in this project. However,
it would
not have been possible without the kind
support and help of many individuals . I
would like to extend my sincere thanks to
all of them.

I am highly indebted to Mrs Anushruti

Pareek, my internal guide for her
guidance and constant supervision and also
for her support in completing the project.

I would like to express my gratitude towards

my
parents for their kind co-operation and
encouragement
which helped me in completion of this
project.

I would like to express my special gratitude

and

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Thanks to industry persons for giving me
such
Attention and time in developing the project
and people who have willingly helped
me out with their
Abilities.
Gitika Singhal

TABLE OF CONTENT

S.No. Topic Page No.

1. Executive Summary 3
2. Acknowledgement 4
3. Table of Contents 5
Part-I
4. Introduction of the Company 6-8
5. History of the organization 9-11
6. Company Profile 12-16
7. List of Amul Products 17-20
8. Performance of Products & Services 21
9. Consumer Relationship Management 22-25
10. SWOT Analysis 26-28
Part -II
11. Research methodology 29-38
Research Objective
Research Significance

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 Problem Faced
Research Design
12. Data Analysis 39-52

13. Findings & Recommendations 53-55

14. Annexure 56-58

Questionnaire
15. Bibliography 59-60

COMPANY INTRODUCTION
Amul means "priceless" in Sanskrit. Amul products have

been in use in millions of homes since 1946. Amul tasty

and hygienic products have made Amul a leading food

brand in India. Today Amul is a symbol of many things

of high quality products sold at reasonable prices.

Amul is a brand managed by a cooperative body, the

Gujarat Cooperative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by 3.6 million

milk producers in Gujarat.

Amul spurred Indias White Revolution, which made

the country the worlds largest producer of milk and milk

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products. In the process Amul became the largest food

brand in India and has ventured into markets overseas.

Dr. Verghese Kurien, founder-chairman of the GCMMF for more

than 30 years (19732006), is credited with the success of Amul.

The Amul Model is a three-tier cooperative structure. This structure

consists of a dairy cooperative society at the village level affiliated to

a milk union at the district level which in turn is federated into a milk

federation at the state level. Milk collection is done at the village

dairy society, milk procurement and processing at the District Milk

Union and milk products marketing at the state milk federation. The

structure was evolved at Amul in Gujarat and thereafter replicated all

over the country under the Operation Flood programme

Milk Procurement:

Total milk procurement by the members has reached an

average of 52.35 lakh kilogram per day from 47.32 in

2001-02.

Sales:

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Total sales for the year 2002 2003 were 2745.75 crores

including consignment sales of Rs. 404.53 crores. During

last year Amul Ice cream achieved second sales, with

volume growth by 29 per cent. UHT milk was a bonanza

product whose growth was 56 per cent in volume terms.

Retailing:

Amul has opened utterly Delicious retail outlets across the

country to enhance visibility and brand equity while

making all Amul products available less than one roof.

Co Operative Development Program:

During last three years Amuls members unions have

implemented an Internal Consultant Development

(ICD) intervention, addressing the needs to strengthen the

business of dairy farmer's members and dairy co-operative

societies.

Total Quality Management:

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In 1994, federation had embarked on the TQM (Total

Quality Management). In 1999 it received Rajiv

Gandhi Quality Award for the year.

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 Brief History of the

Organization

In the 1940s, in the district of Kaira of the State of Gujarat, India, a

unique experiment was conducted that become one of the most

celebrated success stories of India. At that time, in Gujarat, milk

was obtained from farmers by private milk contractors and by a

private company, Polson's Dairy. The company arranged to collect,

chill and supply milk to the Bombay Milk Scheme, which supplied

milk to the metropolis of Bombay, and to cities in Gujarat, Polson's

Dairy also extracted dairy products such as cheese and butter.

Polson's Dairy exploited its monopoly fully; the farmers were forced

to accept very low prices for their products, and the decisions of the

company regarding the quality and even the quantity of the milk

supplied by the farmers were final.

In 1946, inspired by Sardar Vallabhbhai Patel, Tribhuvandas

Patel, organised the farmers into co-operatives, which could procure

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milk from the farmers, process the milk and sell it in Bombay, Purely

by chance, in 1949, a mechanical engineer named Verghese Kurien,

came to India and was posted by the Government of India to a job at

the Dairy Research Institute at Anand.

Dr. Kurien's involvement with the Kaira District Co-operative Milk

Producers' Union Limited (KDCMPUL; the registered name of the

co-operative) grew rapidly. He observed the exploitation of farmers

by the private milk contractors and Poison's Dairy, and noted how the

co-operatives could transform the lives of the members. The co-

operatives are not 'run' by a separate bureaucracy; the farmers are

truly in charge of their own decisions.

Each day, the farmers bring their milk to the village collection centers

where quantity of milk is checked and quality is checked using a

simple device and get paid. This prompt settlement in cash is a great

attraction to the farmers who are usually cash starved. Thanks to

the above system, there are no disputes regarding quantity or quality

of the milk supplied by each farmer.

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This experiment of organizing farmers into co-operatives was one of

the most successful interventions of India. The co-operatives were

expanded to cover more and more areas of Gujarat and in each area, a

network of local village level co-operatives and district level co-

operatives. In 1955, KDCMPUL changed its name to Anand Milk

Union Limited, which lent itself to a catchy abbreviation, Amul,. It

became the brand name for the entire dairy products made by this

union.

In 1954, Amul built a plant to convert surplus milk produced in the

cold seasons into milk powder and butter. In 1958, a plant to

manufacture cheese and one to produce baby food were added-for

the first time in the world. Subsequent years saw the addition of

more plants to produce different products. Starting from a daily

procurement of 250litres in 1946, Amul had become a milk giant

with a large procurement base and a product mix.

In his visit to Anand in 1965, the then Prime Minister of India, Lal

Bhadur Shastri, was impressed by what he saw-a system that

procured, processed and delivered high quality milk to distant markets

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cost efficiently. A pattern similar to the Anand Pattern was to be built

in other states of India. This was carried out under a programme

launched by the Government of India, entitled "Operation Flood".

Company Profile

Gujarat Cooperative Milk Marketing Federation (GCMMF) is

India's largest food products marketing organization. It is a state

level apex body of milk cooperatives in Gujarat which aims to

provide remunerative returns to the farmers and also serve the interest

of consumers by providing quality products which are good value

for money.

Members: 12 district cooperative milk

producers' Union

No. of Producer Members: 2.28 million

No. of Village Societies: 11,132

Total Milk handling capacity: 6.7 million litters per day

Milk collection (Total - 2007-08): 1.86 billion litters

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Milk collection (Daily Average 2007- 5.08 million litters

08):

Milk Drying Capacity: 510 metric Tons per day

Cattle feed manufacturing Capacity: 1450 Mts per day

OBJECTIVES AND BUSINESS PHILOSOPHY OF

GCMMF

The main stakeholder of GCMMF is the farmer member for

whose welfare GCMMF exists. GCMMF states that its main

objective is the carrying out of activities for the economic

development of agriculturists by efficiently organizing marketing of

milk and dairy produce, veterinary medicines, vaccines and other

animal health products, agricultural produce in raw and/or processed

form and other allied produce.

GCMMF aims to market the dairy and agricultural products of co-

operatives through:

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 Common branding

Centralized marketing and quality control

Centralized purchases, and

Efficient pooling of milk

GCMMF has declared that its business philosophy is as follows:

To serve the interests of milk producers and

To provide quality products that offer the best value to

consumers for money spent

PLANTS :

First plant is at ANAND, which engaged in the

manufacturing of milk, butter, ghee, milk powder,

flavoured milk and buttermilk.

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Second plant is at MOGAR, which engaged in

manufacturing chocolate, nutramul, Amul Ganthia and

Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing

cheese.

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ORGANIZATIONAL STRUCTURE OF

GCMMF

GCMMF is a lean organization, a strategy that is believed to provide

it with a cost advantage. At its headquarters in Anand, 4 General

Managers (GMs) and four Assistant General Managers (AGMs)

assist the Managing Director (MD). The four AGMs look after the

functions of marketing, systems, co-operative services and technical

projects, respectively. The four GMs are in charge of marketing,

Human Resources Development and Marketing, finance and quality

assurance, respectively.

The whole country is divided into five zones, each headed by a zonal

manager responsible for the sales of all products within his zone.

These managers report to the MD but functionally each also reports to

the various AGMs/GMs at the headquarters. There are 50 sales offices

spread across the country a sales manager heads each office and is

assisted by sales officers and field salespersons.. GCMMF has one

overseas office in Dubai.

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 LIST OF AMUL PRODUCTS

Bread Spreads:

Amul Butter Amul Lite

Powder Milk:

Amul Spray Amul Instant Full

Infant Milk Food Cream Milk

Powder

Sagar Skimmed Sagar Tea Coffee

Milk Powder Whitener

Amulya Dairy Whitener

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Fresh Milk:

Amul Fresh Milk Amul Gold Milk

Amul Taaza Slim and Trim

Fresh Cream Chocolate Milk

Flavoured Milk

Cheese:

Amul Pasteurized Amul Cheese

Processed Cheese Spreads.

Amul Emmental Amul Pizza

Cheese Mozzarella Cheese

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 Gouda Cheese

For Cooking:

Amul / Sagar Cooking Butter

Pure Ghee

Amul Paneer Utterly Delicious

Pizza

Mithai Mate Masti Dahi

Masti Soups

Desserts:

Amul Ice Creams Amul Shrikhand.

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 Amul Mithaee Gulab Jamun Mix

Gulab Jamuns.

Kulfi Mix Amul Chocolates.

Healthy Drink:

Nutramul

PERFORMANCE OF PRODUCT &

SERVICES

Amul products have been in use in millions of homes since 1946.

Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul

Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,

Nutramul, Amul Milk and Amulya have made Amul a leading food

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brand in India. (Turnover: Rs. 25 billion in 2002). Today Amul is a

symbol of many things.

Of high-quality products sold at reasonable prices

Of the genesis of a vast co-operative network

Of the triumph of indigenous technology

Of the marketing savvy of a farmers' organization, and

Of a proven model for dairy development

CUSTOMER RELATIONSHIP

MANAGEMENT

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When I accomplished my market survey I had the gated the market

where most of customer belongs and revisit the market for

strengthening our relationship with customer. In this whole process

and applied customer relationship management which is made by

value equity brand equity and relationship equity.

Value Equity

It is the customer's objective assessment of the utility of an

offering based on perceptions of its benefits relative to its costs. The

sub drivers of value equity are quality price and convenience of

product. I had used these three terms when we Marketed MUNNA

and first day I take 4 crate order of supply where as a found to take

order only 3 crate.

Brand Equity

When we take about Amul there is no doubt to the Brand, Brand

image of the product very good is our customer mind because I

found all sub drivers of Brand equity is customer brand awareness

customer attitude toward the brand and customer perception.

Relationship Equity
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Today is age of competition every customer wants that better. That

mean if we talk about FMCG products the stickiness of customer to a

special product is very less I want to share this in case of Amul, when

I started my summer training our supply was not quick good because

some political distortion is Rajasthan. Because of supply problem we

had lost our lovely customers.

PRODUCT LAUNCHING

During my summer training Amul Milk recently increased its product

line with a products Amul gold 200 ml Amul packet .

1. Munna

It is the Amul 200 ml packet. A small packet of Amul Gold.

Now Amul gold milk is sold in market in three packings 1 litre, 500

ml and 200 ml.

Product launching strategy

As we all know 4 P's of marketing. Every company use these P's but

different manner. 4 P's are. Product, Price, Promotion and Place.

Product

Amul launched Munna, 200 ml milk pouch.

Price

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The price of Munna Packet is Rs.5.50 for customers Rs.5.30 for

retailers and Rs.4.90 for distributor. As we know that the wickets

part of a Chain is called strength of chain.

Supply Chain

The main thing of supply chain is distribution.

Company Distributor Whole Seller Retailer

Customers / Consumers

The most important part of supply chain is retailers because they

are direct related to the customer. Retailers can push customer to

purchase a particular product by different way.

When we talk about our know product munna a retailer get less

margin than any other product of Amul milk so a retailer chiefly not

push customer to purchase product.

Promotion

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For awarding customer with our product we must do a company

of advertisement. It should be done before launching our product,

not after launching or just on the day we launch because it is main

reason why our consumer would be pushed in place of a retailer.

We all now our quality, our brand our market share is better than our

competitor then what was the reason that our product could not get

such success as expected.

For chief advertisement, we may advertise on milk van or vehicle

all milk pack or especially a packet which I want to launch in milk

carriage or vehicle.

Place:

We can make direct contact with the customer. We can attract more to

people by putting kanopy or through sample distribution. We may use

school walls to advertise and target small boys to say or to

picturize such type of figure which may attract these people.

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 SWOT ANALYSIS

STRENGTH:

1. The level of brand awareness is high especially in rural

population, when compared with competitors.

2. Amul has positioned itself as a Swadeshi Brand.

3. The name Amul is easy to remember as compared to others.

4. Amul for a common man means high quality milk products.

5. Common man has developed feelings for the brand.

WEAKNESS:

1. Distribution channel is weak as compared to competitors.

2. Lack of consumer promotion plans.

3. The brand is more known for butter than its other products.

4. Proper supply of products is not ensured.

5. Products packing and appearance is not changed

frequently to meet the changing needs and preferences of the

customer.

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OPPORTUNITY:

1. Amul should try to make place in the heart of young

consumers.

2. Proper supply of the products must be ensured by using

sales forecasting.

3. Amul must try to cash its strong brand image in rural

population.

4. More retailers can be added to supply chain, through

retailer oriented schemes.

THREATS:

1. With the entry of international players in market, the game

will be harder to win.

2. Retailers are not satisfied by replacement and profit

margins.

3. Non availability of products may compel the consumer to

shift to other products.

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 PRICE LIST OF AMUL AND ITS COMPETITORS

Amul

Amul Distributor / Retailer Consumer

Whole Sale Price Price

Amul Gold 1 Ltr. 27.80 28.80 30.00
Amul Gold 500 ml 11.70 16.50 17.00
Amul Gold 200 ml 4.90 5.30 6.00
Amul Taaja 1 Ltr. 24.20 25.20 26.00
Amul Taaja 500 ml 11.40 12.80 13
Amul Taja 200 ml 4.20 4.80 5.50

Saras

Saras Retailer Price Consumer Price

Saras gold 1 ltr 27.20 28.00
Saras gold 500ml 14.10 15.50
Saras toned milk 1ltr 23.20 24.50
Saras toned 500ml 10.50 11.00
Saras toned 200ml 4.20 5.00

RESEARCH METHODOLOGY

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 Objective of Study:

Marketing Research is usually conducted to achieve the

following objectives:

1. To know about the person why buy the firms products

It tries to reveal the number of person and the frequency of their

buying and the sources of their buying, their social status and

regional location of the customers.

2. To find out the impact of promotional effort

This facilitates appraising and improving the methods of sales

promotion. It also leads to measure the effectiveness of

advertising. Pricing policy and channel of distribution.

3. To know about customer's response

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 Marketing research helps in sales forecasting and marketing

planning. The researcher makes forecast on the basis of response

from customer and distribution media.

4. To forecast sales

Marketing research help in sales forecasting and marketing

planning. The researcher makes forecast on the basic of from

customer and distribution media.

5. To study the goodwill of the firm in comparison to its

competitor firms.

This helps in revealing the important information regarding the

faith of customer and retailer faith in the organization, that of

competitor organization, new product and substitutes entering

the market and their impact the firm's product.

Significance of Study:

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 The most important function of management in an organization

is to take correct decision, minimizing the risk and

uncertainty through rational and scientific decision making.

Better and fruitful decision result from the right information

about consumer, retailers, competitors and others. Thus, in this

way management can be regards as the game of handling

information. If the manager fails to handle the information

effectively, he is unable to make the required decision correctly

and result will be mismanagement.

Problems Faced:

Marketing research implies the collection of data and

implementing it for the purpose of making marketing decision.

In general sense makes research consist in the use of logical

methods for scientific enquiry for the identification and

solution of any marketing problem.

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 Marketing research is a systematic problem analysis, model

building and fact finding for the purpose of important decisions

making and control in the marketing of goods and service

Marketing research is a search of knowledge

The above definitions on marketing research indicate clearly

that all research activities carried, on the condition with

management of marketing task, its purpose is to aid marketing

control.

While conversation people were not showing interest in Amul

because of low awareness and as a new entrant in the market.

Marketing Research Process:

Effective marketing research involves the six steps, which is

shown in the picture below.

RESEARCH PROCESS

Define the Research

Problem & Object

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 Develop the Research Plan

Data Collection

Data Analysis

Present the Findings

Make the Decision

Method of Study:
Since we know that Amul has a very vast market share in pouch milk

Industry and it is good for the company that the other company

presence as well as local made pouch milk is very less in present.

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In future if company wants to maintain a share in this segment. It will

emphasize mainly to areas.

1. Competition Analysis

2. Consumer buying behaviour

And in order to do same a detailed study needed to be conducted. The

same was conducted in following manner.

NATURE OF DATA

As we know that there are two types of data.

1. Secondary Data.

2. Primary Data.

Secondary data are data that were collected for another purpose and

already exist somewhere. Primary data are data gathered for a specific

purpose on for a specific project. No prior study or research on this

topic has been conducted and the data, which are needed for this

research, was not available.

In lack of any prior study or research on the topic, main data form was

primary, and for doing same, we have collected primary data by

adopting there ways.

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 1. OBSERVATION

Fresh data can be gathered by observing the relevant factors and

settings. Observational research is an important method of research

because it is the best way to gain and in depth understanding of

the relationship between people and product is by watching them in

the process of buying and using products.

The main advantage of this method is that subjective bias eliminated,

if the observation is done accurately. Study being of descriptive nature

makes it more suitable as compared to other method.

By watching people observational researcher gain a better

understanding of what a product symbolized to a consumer and

greater insight into the bond between people and product that is the

essence of brand loyalty.

Observational research also provides valuable input into product

advertising.

2. QUESTIONNAIRE

The one good way of doing survey is by mailing Questionnaire, mail

surveys are conducted by sending Questionnaire directly to

individuals at their home or by personal contact.

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A questionnaire consists of a set of questions presented to

respondents. Because of its flexibility the questionnaire is by far the

most common instrument used to collect primary data. In order to

minimize the possibilities or biasness, we have taken both types of

question i.e. close ended and open ended questions.

Close ended questions specify all the possible answer and provide

answers that are easier to interpret and tabulate.

Open ended questions allow respondents to answer in their own

words and often reveal more about what they think.

3. UNSTRUCTURED INTERVIEW

As the term indicates the type of interview is unstructured. In this

form of interview the question to be asked by the respondents, is not

predetermined.

This form of interview is useful when the reaction of respondent vary.

This method is also a time saving method as only relevant question

are asked. Changes are the environment level of the respondent's

knowledge, intelligence can be taken into consideration.

SAMPLE PLAN

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After deciding on the method of study tool we have designed a

sampling plan. As we know that the sampling plan is an integral

component of research design. Specifically it addressed there

questions whom to survey (the sample unit).

SAMPLING UNIT

Deciding whom to survey requires that the universal of boundaries of

the market from which data is sought be defined so that an

appropriate sample can be selected. Interviewing the correct target

marketing or potential target marketing is basic to the validity of the

study.

It is therefore, for doing same the whole city of Jaipur was sampling

unit for the research. Because of budgetary and time constraints, the

area was kept limited. .

SAMPLE SIZE

The size of the sample is dependent on both, the size of the budget

and the degree of confidence that we wanted to place in the findings.

It is interesting to note, however that a small sample can often provide

highly reliable findings depending on the sample procedure adopted

The exact number, needed to achieve a specific level of confidence in

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the accuracy of the findings can be completed with a mathematical

formula.

Large sample give more reliable results than small samples. However,

it is not necessary to sample the entire target population or even a

substantial portion to achieve reliable results.

CONTACT METHODS

Telephone Interview: Since Telephone interviewing is the best method

for gathering information quickly; and interviewer is

also able to clarify questions if do not understand them. So I made

contact with the outlet which had this facility.

PERSONAL INTERVIEW

Personal interview is the most versatile Method the interviewer can

know what are liking and disliking of respondent and what are real

problem in consuming product. Since Amul product such type of

product in which more chance to dissatisfaction of customer so here

very necessary to know problems of retailer as well as customers by

making direct contact or face to face interaction.

Data Analysis:

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The milk market of India are controlled and governed by the

GMCCF, Saras. Except these two there is a weak and limited

participation is felt by the very fresh. Statistical tests of the

significance in order to establish the validity of this

relationship wither to support or reject the research

hypothesis.

Data's processing involves:

(1) Editing: It is process of examine the collected raw data

with a view of deteclomissions and correct them.

(2)Coding: It is process of assigning numerals or other

symbols to answer.

(3) Classification: It is an arranging of data according to

points of similarities and dissimilarities.

(4) Tabulation: It is the counting of the number of place

failing into each class. It can be simple or cross-tabulations.

(1) What are your average sales per month?

a. 0-5000 Rs. b. 5000-10000 Rs.

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 c. 10000-20000 Rs d. More than 30000Rs

0-5000 Rs.; 35%

10000-20000 Rs; 30%
5000-10000 Rs.; 25%

More than 30000Rs; 10%

35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers

per month Sales 5000-10000 Rs, 30% Shop Retailers per month Sales

10000-20000 Rs and 10% Shop Retailer per month Sales More than

30000 Rs.

(2) Which Brands of Pouch Milk have you in your shop?

a. Amul b. Saras
c. Parag d. Others

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 Amul; 45%

Parag; 35%

Others; 15%

Verifesh; 5%

Amul Parag Verifesh Others

45% Shop Retailers have Amul brand own shop, 35% Shop Retailers

have Saras brand own shop, 5% Shop Retailers have Parag brand own

shop and 15% Shop Retailer have Other Brand own shop.

(3) Which brand is preferred by customer?

a. Amul b. Saras
c. Parag d. Others

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 Amul; 45%

Parag; 35%

Others; 15%

Verifesh; 5%

Amul Parag Verifesh Others

45% Customer Preferred by Amul, 35% Customer Preferred by

Saras, 5% Customer Preferred by Parag and 15% Customer Preferred

by Other Brands.

(4) Customer opinion about Amul Gold Milk?

a. Good b. Very Good

c. Excellent

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 Good; 60%

Very Good; 30%

Excellent; 10%

Good Very Good Excellent

60% Customer opinion about Amul gold milk is Good, 30% Customer

opinion about Amul gold milk is Very Good and 10% Customer

opinion about Amul gold milk is Excellent.

(5) Average customer demand of different brands of Gold

Milk ?

a. Amul b. Saras
c. Parag d. Other

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 Amul; 40%

Parag; 33%

Others; 22%

Verifesh; 5%

Amul Parag Verifesh Others

Average customer demand for Amul is 40%, 33% Customer prefer

Saras, 5% customer prefer to use Parag and 22% Customer Demand

for others Brand milk.

(6) Distribution of Amul Gold milk?

a. Good b. Very Good

c. Excellent

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 Good; 60%

Very Good; 37%

Excellent; 3%

Good Very Good Excellent

60% Retailers are saying Amul Milk is Good, 37% Retailers are

saying Very Good and 3% Retailers are saying Excellent.

(7) Best competitors of Amul God Milk?

a. Saras b. Parag

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 Parag; 97%

Verifresh; 3%

Parag Verifresh

Saras is 97% competitor of Amul Gold Milk and Parag is 3%.

(8) Which brand provides best distribution service?

a. Amul b. Saras
c. Parag d. Other

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 Amul; 40%

Parag; 35%

Others; 20%

Verifesh; 5%

Amul Parag Verifesh Others

40% Amul provides best distribution service, 35% Saras, 5% Parag

and 20% Others Provide distribution service.

(9) To whom do you like to deal?

a. Distributors b. Company

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 Company; 55%

Distributors; 45%

Distributors Company

45% Shop Retailers like distribution service and 55% shop retailer

like company service.

(10) Which time do you prefer for order?

a. Morning b. After noon

c. Evening

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 Morning ; 75%

evening; 22%

Afternoon; 3%

Morning Afternoon evening

75% Retailer Prefer order in morning,3% Afternoon and 22%

evening.

(11) Is there any problem regarding the Amul Gold Milk?

a. Yes b. No

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 No; 80%

Yes; 20%

Yes No

80% Retailers are saying No one Problem in Amul Gold milk and

20% are says yes.

(12) How many milk brands you using?

a. Amul b. Saras
c. Lotus

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 Amul; 55%

Parag; 35%

Roli; 10%

Amul Parag Roli

55% Retailers are using Amul Milk, 35% Saras and 10% Lotus.

(13) How many packets of Amul do you sell daily?

a. Amul Gold b. Amul Taaza

c. Amul Chill d. Butter Milk

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 Amul Gold; 47%

Amul Taaza; 32%

Amul Chil; 11% Batter Milk; 10%

Amul Gold Amul Taaza Amul Chil Batter Milk

47% Amul Gold,32% Amul Taaza,11% Amul Chill and 10% Butter

Milk.

STATEMENT OF FINDINGS &

RECOMMENDATION

FINDINGS:

35% Shop Retailers per month sales 0-5000 Rs, 20% Shop

Retailers per month Sales 5000-10000 Rs, 30% Shop Retailers

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 per month Sales 10000-20000 Rs and 10% Shop Retailer per

month Sales More than 30000 Rs.

45% Shop Retailers have Amul brand own shop, 35% Shop

Retailers have Saras brand own shop, 5% Shop Retailers have

Parag brand own shop and 15% Shop Retailer have Other Brand

own shop.

45% Customer preferred by Amul, 35% Customer Preferred by

Saras, 5% Customer Preferred by Parag and 15% Customer

Preferred by Other Brands.

60% Customer opinion about Amul gold milk is good, 30%

Customer opinion about Amul gold milk is Very Good and 10%

Customer opinion about Amul gold milk is Excellent.

Average customer demand for Amul is 40%, 33% Customer

prefer Saras, 5% customer prefer to use Parag and 22%

Customer Demand for others Brand milk.

60% Retailers are saying Amul Milk is good, 37% Retailers are

saying Very Good and 3% Retailers are saying Excellent.

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 Saras is 97% competitor of Amul Gold Milk and Parag is 3%.

40% Amul provides best distribution service, 35% Saras, 5%

Parag and 20% Others Provide distribution service.

45% Shop Retailers like distribution service and 55% shop

retailer like company service.

75% Retailer Prefer order in morning, 3% Afternoon and 22%

evening.

80% Retailers are saying No one Problem in Amul Gold milk

and 20% are saying yes.

55% Retailers are using Amul Milk, 35% Saras and 10% Lotus.

47% Amul Gold, 32% Amul Taaza, 11% Amul Chill and 10%

Butter Milk.

SUGGESTIONS AND

RECOMMENDATION

1. Give the credit purchase facility to their regular Retailers.

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 2. As quick as Possible try to settle the various claims of the

Retailers.

3. They have to co-operate those retailers who have a less

demand in shop and try to pass the various attractive schemes

of the company.

4. Were the mil van does not reach the side location there should

be small distribution by other means.

5. Customer relationship should be more commandeered by

distributor for homonymous relationship.

ANNEXURE
QUESTIONNAIRE
Name of Retailer:
......................................................................

Name of Retail Shop:

......................................................................

Address:
......................................................................
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Contact No:
......................................................................

1. What are your average sales per month?

(a) 0 -5000 Rs. (b) 5000-10000 Rs.

(c) 10000-20000 Rs. (d) more than 30000 Rs.

2. Which brands of pouch milk have you in your shop?

(a) Amul (b) Saras

(c) Parag (d) Others

3. Which brand is preferred by customer?

(a) Amul (b) Saras

(c) Parag (d) Others

4. Customers opinion about Amul Gold milk?

(a) Good (b) Very good (c) Excellent

5. Average customer demand of different brands of Gold milk?

(a) Amul (b) Saras

(c) Parag (d) Others

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6. Distribution of Amul Gold milk?

(a) Good (b) Very Good (c) Excellent

7. Best competitors of Amul Gold milk?

(a) Saras (b) Parag

8. Which brand provides best distribution service?

(a) Amul (b) Saras

(c) Parag (d) Others

9. To whom do you like to deal?

(a) Distributors (b) Company

10. Which time do you prefer for order?

(a) Morning (b) After noon (c) Evening

11. Is there any problem regarding the Amul Gold milk?

(a) Yes (b) No

12. How many milk brands you using?

(a) Amul (b) Saras (c) Lotus

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13. How many packets of Amul do you sell daily?

(a) Amul Gold (b) Amul Taaza

c. Amul Chill d. Butter Milk

BIBLIOGRAPHY

REFERENCE BOOKS:

Marketing Research (Author - G C Beri)

(Published by Tata McGraw Hill Publishing Co. LTD.,

New Delhi)

Third Edition(2002)

Marketing Management (Author Rajan Saxena)

(Publish by Tata McGraw Hill Publishing Co. LTD.,

New Delhi)

Second Edition(2001)

Marketing Management (Author- Philip Kotler)

60
Page
 (Publish by Pren Tice-hall of India PVT. LTD., New

Delhi)

Ninth Edition

Research Methodology (Author Bhandrai)

Print 2004, second edition

MAGAZINES :

Times of India

Business Today

WEBLIOGRAPHY:

1. www.amul.com

2. www.anulindia.com

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