Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
&
Award of degree of
2008-2010
1
PACIFIC INSTITUTE OF MANAGEMENT,
UDAIPUR
Lecturer,
2
Contents
List of Tables:
Tabl Title Page NO.
3
e
No.
4.1 Analysis of Occupation of the 54
Respondents
4.2 Analysis of Monthly Income of the 56
Respondents
4.3 Analysis of Factors to Buy AMUL 60
Milk and Milk Products
4.4 Opinion of the Respondents 62
Regarding Quality
4.5 Analysis of Rating Towards AMUL 64
Milk & Milk products
4.6 Analysis of problems in Amul Milk 66
Products
4.7 Analysis of Availability of Product 68
from Dealers
4.8 Analysis of Recommendations 70
List of Graph:
Tabl Title Page NO.
e
4
No.
4.1 Analysis of Occupation of the 55
Respondents
4.2 Analysis of Monthly Income of the 57
Respondents
4.3 Analysis of Factors to Buy AMUL 61
Milk and Milk Products
4.4 Opinion of the Respondents 63
Regarding Quality
4.5 Analysis of Rating Towards AMUL 65
Milk & Milk products
4.6 Analysis of problems in Amul Milk 67
Products
4.7 Analysis of Availability of Product 69
from Dealers
4.8 Analysis of Recommendations 71
DECLARATION
5
I hereby declare that this dissertation entitled A STUDY ON
“CUSTOMER BONDING TOWARDS AMUL MILK &
MILK PRODUCTS IN UDAIPUR CITY” in partial fulfillment
for the Award of Master of Business Administration to
Rajasthan Technical University,Kota is a record of independent
research work carried out by me.
Place: UDAIPUR
SARLAVIJAYVARGIYA
Date :
ACKNOWLEDGMENT
Sarlavijayvargiya
Chapter-1
INTRODUCTION:
products).
7
and pricing)
then I turn
the boss.
8
offering by producers to consumers on the basis of reliable
marketing anticipation.
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and
9
branch of dairy science, which deals with the processing of
The dairy sector in the India has shown remarkable development in the
past decade and India has now become one of the largest producers of
the State. During 1997-98, the State had 60 milk processing plants with
Also India today is the lowest cost producer of per litre of milk in the
world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8
10
processed foods sector and also by increase in the conversion of milk
at around Rs7,00,000 mn
11
India contributes to world milk production rise from 12-15 % & it
and survives for long time with better status. The various institute
and milk dairy companies R&D results provide base for today’s
milk unions to develop and spread world wide through obtaining this
in the US and global markets are also helps industry to expand its
12
growth. Food processing industry is providing backbone support
13
Investment Potential in Milk Products :
The facts and figures here shown are calculated on the basis of
percentage increases pear year.
YEAR MT
1997-98 68.0
1998-99 71.0
14
1999-00 74.5
2000-01 78.0
2001-02 81.51
2002-03 85.17
2003-04 89.0
2004-05 93.0
2005-06 97.65
2006-07 102.45
2007-08 107.58
2008-09 110
2009-10 112
Company profile
16
AMUL stands for,
A = Anand
M = Milk
U = Union
L = Limited.
Milestone of Amul:
Location
Gujarat , India
17
(3) Mogar Plant (4) Khatraj Plant
5. Bank of Maharashtra
Amul (Anand milk union ltd.) is based on four hands, which are
coordinated with each other. The actual meaning of this symbol is co-
ordination of four hands of different people by whom this union is at
the top position in Asia.
18
First hand-is of farmers, without whom the organization would not
have existed.
19
AMUL is based in Anand, Gujarat and has been a
sterling example of a co-operative organization's success in the long
term. It is one of the best examples of co-operative achievement in
the developing world. "Anyone who has seen ... the dairy cooperatives
in the state of Gujarat, especially the highly successful one known as
AMUL, will naturally wonder what combination of influences and
African countries. Its bid to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans of flooding the Japanese markets.
20
AMUL: The origin
The mighty Ganges at its origin is but a tiny stream in the Gangotri
ranges of the Himalayas. Similar is the story of Amul which inspired
Operation Flood and heralded the 'White Revolution' in India. It began
with two village cooperatives and 250 liters of milk per day, nothing
but a trickle compared to the flood it has become today. Today Amul
collects processes and distributes over a million liters of milk and milk
products per day, during the peak, on behalf of more than a thousand
village cooperatives owned by half a million farmer members.
Further, as Ganga-ma carries the aspirations of generations for moksha,
Amul too has become a symbol of the aspirations of millions of
farmers.Creating a pattern of liberation and self-reliance for every
farmer to follow.
The revolution started as awareness among the farmers that grew and
matured into a protest movement and the determination to liberate
them. Over four decades ago, the life of a farmer in Kaira District was
very much like that of his counterpart anywhere else in India. His
income was derived almost entirely
throwaway prices. In this situation, the one who gained was the private
trader. Gradually, the realization dawned on the farmers that the
exploitation by the trader could be checked only if marketed their milk
themselves. In order to do that they needed to form some sort of an
organization. This realization is what led to the establishment of the
Kaira District Cooperative Milk Producers' Union Limited (popularly
known as Amul) which was formally registered on December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk
Scheme in June 1948. An assured market proved a great incentive to
the milk producers of the district. By the end of 1948, more than 400
farmers joined in more village societies, and the quantity of milk
handled by one Union increased from 250 to 5,000 liters a day.
* Bring at the command of the rural milk producers the best of the
and limitations
machines, in the rural sector for the common good and betterment of
the artificial insemination service, veterinary care, better feeds and the
23
like - all through the village societies.
GCMMF: An Overview
1997-98 18840
1998-99 22192
1999-00 22185
2000-01 22588
2001-02 23365
25
2002-03 27457
2003-04 28941
2004-05 29225
2005-06 37736
2006-07 42778
2007-08 52554
2008-09 67000
2009-10 80020
26
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
They have also competitor in the market. They felt very tuff
competition in our country and outing countries.
27
According to Product Categories
Butter Cheese
28
Nature butter Britannia
Achievements \ awards:
operative worldwide ICA regional office for Asia and pacific, New
Delhi, 1996.
2000 and HACCP Certificate and effects are got to obtain ISO
14000.
30
31
32
33
CHAPTER – 2
THEORITICAL DISCUSSION
INTRODUCTION:
The term “market” is derived from the Latin word ‘Marcatus’ which
34
Marketing:
The meaning of the term ‘marketing’ can be studied under two heads.
They are,
Definition:
35
AWARENESS
IDENTITY
RELATIONSHIP
36
• At this stage, the customer receives the benefit of products
and/or services tailored specifically to his individual needs (at least as
nearly as the company can provide).
• Customers expect that products will work and that they will receive
good service. Customer delight results largely from how a product is
sold and is serviced as well as how the company responds to inquiries
and solves problems.
COMMUNITY
37
ADVOCACY
Market Segmentation:
The process of talking the total heterogeneous market for a product &
• Customer characteristics
• Consumer responses
38
These variables can be used singly or in combination, business
marketer use all these variable as along with operating
variables, purchasing approaches, substantial, accessible,
differentiable, & actionable.
Customer Behavior:
Consumer Research:
Consumer Satisfaction:
39
All business firms have realized that marketing is a core element of
management philosophy & the key to its success lies in focusing more
& more on the customers. That is, it will be the customer who will
decide where the firm is heading. Thus the challenge before the
marketer is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage.
Satisfaction refers to the buyers state of being adequately rewarded in a
buying situation for the sacrifices he has made one the customer
purchase & use the product they may then become either satisfy or
dissatisfied. The result of satisfaction to customer form the purchase of
the product or services is that more favorable post-purchase attitude,
higher purchase intention & brand loyalty to be exhibited that the same
behavior is likely to be exhibited in a similar purchasing situation. The
term ‘consumer’ is a typically used to refer to someone who regularly
purchase from a particular store or company. Customers are people
who are happy with the product & services & are willing to come back
& pay for it again.
through marketing concepts. The firm try to help the buyers in the
solving the problem then competitors. The marketers must see that
41
It is believed that consumers or customers make purchase decision on
the basis of receipt of a small number of selectivity chosen pieces of
information. Thus it will be very important to understand what & how
mush them to evaluate the goods & services offerings.
Customer Expectation:
• Market size
• Stability or demand
42
• Consumer emphasis & the due importance given to the quality
aspect
competitors)
Feedback:
Brands:
Brand Loyalty:
Customer Focus:
44
doing this: the customer driven approach, the sense of identifying
market changes and the product innovation approach. In the consumer
driven approach, consumer wants are the drivers of all strategic
marketing decision. No strategy is pursued until it passes the test of
consumer research. Every aspect of a market offering, including the
nature of the product itself, is driven by the needs of potential
customers. The starting point is always consumer. The rationale for this
approach is that there is no point spending R&D funds developing
products that people will not buy. History attested to many
products that were commercial failure in spite of being technological
breakthroughs
Customer Loyalty:
“It takes a lot less money to increase your retention of current than to
findnew ones sbut I know I don’t give it as much effort as I should
because it does take a lot of energy and effort”Analysis And
Interpretation Of The Data
Chapter -3
45
Theoretical Background of This Study
3.-To know the customer behavior and to identify the level of customer
Amul products.
customer behavior.
6.-To know that customer face any problem in availability or not while
purchasing
8.- To know the relation between the income of the respondent and
purchasing decision
47
This customer satisfaction decides the fate of the product and
organization There are various factors influence to the customer
satisfaction. These factors are,
2. Reputation
3. Product availability
4. Branding, and
5. Convenient
D-METHODOLOGY
PRIMARY DATA
METHODS:
SAMPLE SIZE:
It refers to the number of people surveyed for this topic, in the study
SECONDARY DATA:
The secondary data can be defined as data collected by son\me one 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.
50
1. Total coverage of the study is limited to the few customers
for collecting AMUL milk and milk products at Udaipur ,near
udaipur & at some small village.
Chapter-4
51
Analysis And Interpretation Of The Data
Occupation:
52
Occupation No. of. Percentage
respondent
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100
Table no.4.1
53
70
60
50
40
30 Respondents
m
20
10
0
Bussiness Employee House wife Other
Interpretation:
Income:
Bellow 38 38
5000
5000- 30 30
10000
10000- 21 21
15000
15000 & 11 11
above
Total 100 100
Table no.4.2
55
40
35
30
25
20
15 Respondents
m
10
5
0
Bellow 5000- 10000- 15000 &
5000 10000 15000 above
Graph 4.2
CHI-Square test
56
Hypothisis:-Null hypothisis-There is effect of income on decision of
customer
At the 5% significant level the table value is 5.99 which is less then
answering value so we should reject the null hypothesis that there is a
effect of difference in income on purchasing decision.
Interpretation:
As per the data 38% of the respondents earn per month below 5000,
30% of the respondents earn 5001 to 10000, 21% of the respondents
earn above 10001 to 15000. 11% of the respondents earn 15000 &
57
above. From the above table we can conclude that majority of the
respondents’ monthly income group of below 5000 and more than
5000 to 10000.
Purchasing Facter
Quality 38 38
Brand 28 28
58
Image
Price 20 20
Easy 14 14
availabilit
y
Total 100 100
Table no.4.3
59
40
35
30
25
20
15 Respondents
m
10
5
0
Quality Brand Price Easy
Image Availibility
Factor
Graph No.4.3
Interpretation:
38% of respondents buying AMUL Milk & Milk products for its Good
Quality, 28% of respondents use for its Band Name,20% of
its Price consideration, 14% of its easy availability of respondents
buying AMUL Milk & Milk products
60
Quality:
Thickness 35 35
Freshness 45 45
Taste 20 20
Total 100 100
Table no.4.4
61
Opinion of the Respondents Regarding Quality
45
40
35
30
25
20 Respondents
m
15
10
5
0
Thickness Freshness Taste
Quality
Graph No.4.4
Interpretation:
As per the data, 35% of the respondents buy the milk due to Thickness,
45% of the respondents for Freshness, and 20% of respondents for
Taste. Quality takes vital role in every organization. From the above
table we can conclude that majority of the respondents expressed that
AMUL Milk & Milk products have Thickness.
62
The behavior of users after his commitment to a product has
been collected with respect product and terms of satisfaction with
rating scale. The following are the data obtained related to AMUL
Milk & Milk products.
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Table no.4.5
40
30
Respondents
20 m
10
0
Exellent Good Average Poor
Rating
Interpretation:
25% of the respondents rated that AMUL Milk & Milk products are
Excellent. 48% of the respondents rated as good, 22% of the
respondents rated as Average Quality. 05% of the respondents rated
that AMUL Milk & Milk products are Poor. From the above table we
can conclude that majority of the respondents rated AMUL Milk &
Milk products are of Good Quality.
Common Complaints:
64
A customer centered organization makes it ways for its customer
to deliver suggestion and complaints. Many firms provide form for
collecting feedback on products and some time customer complaints
and suggestion about products. In this survey, common problems raised
by the customer or not.
Yes 10 10
No 90 90
Total 100 100
65
90
80
70
60
50
40 Respondents
m
30
20
10
0
yes NO
Rating
Graph No 4.6
Interpretation:
Purchasing Place:
66
Analysis of Availability of Products from Dealers
Yes 95 95
No 05 05
Total 100 100
67
100
80
60
Respondents
40 m
20
0
yes NO
Easy availability
Graph 4.7
Interpretation:
95% of the respondents said that they are getting AMUL Milk & Milk
products easily. Only 05% of the respondents disagree with the easy
available of AMUL Milk & Milk products. From the above table we
can conclude that majority of the respondents getting the AMUL Milk
& Milk products easily from the dealers or retailers.
68
Post experience & benefits will help organization in obtaining
the additional sale. In this connection feedback its act as an influence to
others to adopt the product the user survey has conducted to identify
what an extent user recommends to others. The data has been extracted
& it is as follows.
Analysis of Recommendations
Yes 95 95
No 05 05
Total 100 100
Analysis of Recommendations
69
100
80
60
Respondents
40 m
20
0
yes NO
Recommendations
Graph No.4.8
Interpretation:
products. 05% of the respondents were not satisfies with the AMUL
Milk & Milk products. From the above table we can conclude that
majority of the respondents were satisfied with the AMUL Milk &
Milk products.
Chapter-5
70
FINDINGS :
1. It is findings in the survey that females are the main decision maker
for the milk and milk products.
3. Incomes less than 10000 are more attracted to Amul Milk & Milk
products. As per the data, 68% of the respondents’ income is under this
group.
4. The main purchasing factors for the Amul Milk & Milk products are
Quality and Brand image. The data reveals that 38% influences
on Quality and 28% influenced for the Brand.
71
7. It is found in the survey that customer are influencing through Word
of Mouth.
SUGGESTIONS :
4. Quality and Brand Image plays a dominant role. Milk and milk
products move in the market due to its quality and brand. Therefore it
should maintain the same.
72
5. Since Amul is having loyal customer it should concentrate more on
this factor through various potential programmes such as campaign,
premium packs, offers etc., this helps to increase the loyalty towards
the Amul products.
6. Milk and milk product are having high demand and it is considered
as a very essential products. In present practice, purchase of milk and
milk products is through dealers. In this connection dealers approach
towards he product.
Conclusions:
73
From the survey conducted it is observed that Amul milk and
Milk products has a good market share. From the study conducted the
following conclusions can be drawn. In order the dreams into reality
and for turning liabilities into assets one must have to meet the needs of
the customers. The factors considered by the customer before
purchasing milk are freshness, taste, thickness and easy availability.
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,
spoilage and low shelf life etc. therefore, if slight modification in the
marketing programme such as dealers and outlets, promotion
programmers, product lines etc., definitely company can be as a
monopoly and strong market leader. Amul has also to take care of its
competitors into consideration and more importantly it’s customers
before making any move.
BIBLIOGRAPHY
74
Marketing Management Philip Kotler, The Millennium Edition,
Prentice Hall Private Limited, New Delhi.
Website Address:
75
1. personal profile: A: Name:
B: Address:
D: Age: [ ]
3. Monthly Income
A. Bellow 5000 [ ] B. 5000-10000 [ ]
C. 10000-15000 [ ] D. 15000 & Above [ ]
76
website: [ ]
E. T.V. Ads: [ ]
product ?
A. Yes: [ ] B. No: [ ]
A. Yes: [ ] B. No: [ ]
78