Final Project Report 04

1.
1 INDUSTRIAL BACKGROUND
Dairy is a place where handling of milk and milk products is done and Technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale 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 milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centres operate in the State. 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 Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7, 00,000 mn.
Milk Production from 1950 to 2020

1950 1996 1997 17 million tonnes 70.8 million tonnes 74.3 million tonnes
(Projected) 2020 240 million tonnes Expected to reach- 220 to 250 mt 2020 India contributes to world milk production rise from 12-15 % & it will Increase up to 30-35% (year 2020).
Dayananda Sagar College of Arts, Science & Commerce.
World's Major Milk Producers (Million MTs) :

Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 81 75 34 27 24 21 17 14 15 12 11 11 10 9 2002-03 2003-04 (Approx.) 84.5 77 33 27 24 22 17 14 14 12 12 11 10 10
Research and Development in Dairy Industry: The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into
product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread worldwide through obtaining
this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also.
Development of Food Processing Industry:

The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk.
Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creams, Milk powders, Melted milk food, Infant food, and condensed milk etc. Some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply. Investment Potential in Milk Products: At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr.
Production of Milk in India:

The facts and figures here shown are calculated on the basis of percentage increases pear year. Year 1993- 94 1994- 95 1995- 96 1996- 97 1997- 98 1998- 99 1999- 2000 2000- 01 2001- 02 2002- 03 2003- 04 2004- 05 2005- 06 2006- 07 Production in million (MT) 61.2 63.5 65 68 71 74.5 78 81.51 85.17 89 93 97.65 102.48 107.55
1.2 THEORITICAL BACGROUND OF THE STUDY:
MARKERING RESEARCH:Marketing research has wider meaning and scope. It is the systematic gathering, recording and analyzing of data about problem connected with the market place, i.e.; problems relating to product, place, price and promotion of the 4Ps of the marketing mix. The American Marketing association defines Marketing Research as follows:Marketing Research is the function which links the customer, consumer and public to the marketer through information used to identify and define marketing opportunities and problems ; generate refine and evaluate actions ; monitor marketing performance ; and improve understanding of marketing as a process. Marketing Research is concerned with all those factors which have a direct impact upon the marketing of products and services. It is the study of any part of total marketing process. It concentrates on the study of product planning and development, pricing, policies, effectiveness of personal selling, advertisement and sales promotion, competition and the entire area of buyer behaviour and attitudes in the market place.
CONSUMER BEHAVIOUR:Consumer Behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. Consumer Behaviour comes under marketing branch. The study of consumer behaviour dwells from various themes, the important ones are discussed below: Buying motive Buying roles
Major Factors influencing Buying behaviour Working towards enhancing customer satisfaction The five stages in consumer buying process
The aim of marketing is to meet end satisfy target customers and wants. The field of Consumer Behaviour studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behaviour and knowing consumers is never simple. Consumers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind in the last minute. Marketing and envionmaental stimuli enter the buyer consciousness. The buyer characteristics and decision making process leads to certain purchase decision. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the purchase decisions. It has been aptly said that the field of consumer behaviour holds for various categories of people such as the consumers, marketers and students of marketing. All the firms have started considering customer as the king or queen. Today, the marketer place is flooded with many new players including the host of MNCs resulting on the availability of more number of brands is every segment of the market. On account of this, the customer has started becoming choosy about what they buy. Thus, all firms are becoming not only customer focused but also trying to build relationships with them. This is done by continuously updating knowledge, information, and understanding of the customers needs and expectations. Awareness that is displayed by the firms have made consumers take more interest in their own consumption related decisions. They are keen to gain more knowledge about taking various decisions related to products and the promotional influences that persuade them to buy. Marketers have woken up to the reality that they exist in a competitive environment, and therefore have to be more customer focused. On one hand, The firms are facing liquidity problems, followed by a rising rate of inflation along with increasing competition eating into their margins and sales. On the other hand marketers have observed that the choice empowered customer cannot be taken for granted. Thos is particularly true because of the rapid rise in the average customers earning, as well as a sharp drop in the savings rateresulting in a huge amount of disposable income to be spent on products and services. Having a better understanding of consumer behaviour will help companies become better than their competitors. They will be able to predict the way a consumer may react to a given set of cues, and thus, they will be able to plan their marketing programs or strategies accordingly.
Buyiing Motives:A customer purchases a particular product or service because of a strong inner feeling or force which instils in him a strong desire to have possession of the same. A buying motive can be said to all the desire considerations and impulse which induce a buyer to purchase a given product. Basically, buying motives are of two kinds:
1. Product Motives 2. Patronage Motives
1. Product Motives:The impulses, considerations and desires that induce a person to be positively inclined to purchase a product is called product motive. The product is inclusively of the attributes i.e. colour, size, attractive design, package, price etc, which may be the reason behind product motive. Product Motive can be classified on the basis of nature of the satisfaction sought by the buyer. Based on this classification, we can have two categories of product motives Emotional product motive Rational product motive
Emotional product motive:-
Emotional product motive are those impulses which persuade a customer to purchase a product spontaneously without giving prior thought to the consequences of the or decision. Evaluation of the pros and cons of the decision or logical reasoning and analysis is not pertinent in these purchase decisions. Here, the buyer lets the heart rule over the mind.
Rational product motive:Rational product motive on the other hand, involve careful reasoning and logical analysis of the intended purchase. The buyer will work out whether it is worthwhile to purchase the product. The buyer will carefully think and work out the valid and relevant reasons to justify the proposed purchase of the product.
However, sometimes it has been observed that some product motives may be a mixture of emotions and rationality. In such a case, a buyer may react quickly to a situation and make an impulsive buying decision but there could be some conscious reasoning behind such a purchase. So a more logical way of classifying product motives is by adding two dimensions to the product motives- utility and prestige.
2. Patronage buying motive:Why do buyers purchase from specific shops? What are the considerations or factors which persuade the buyers to display such patronage? These questions can be answered by understanding buyer patronage motives. Patronage motives can also be categorized into two groups namely, emotional patronage motives and rational patronage motives.
Emotional patronage motives:Emotional patronage motives are those impulses which motivate or persuade a buyer to persuade a buyer to purchase from specific shops. There may be no logical reasoning behind his decision to purchase from a particular shop. He may simply decide to buy from his most preferred shop, merely based on subjective reasons.
Rational patronage motives:=

If buyers solicits a particular shop after following a logical reasoning of the mind, this is called rational patronage motives. He may select a shop because it offers a variety of products, or stocks the latest design and models or assures prompt delivery and good after sales service. As mentioned earlier, even patronage motives can be combination of emotional and rational motives.
Buying roles:A big task for the marketers is to identify the target buyers of a particular new product. The marketer has to know makes the buying decision for the particular product category. Very often, most of purchase decision involves a decision making unit (DMU) comprising of more than one person. So he has to understand the roles of the various people involved in the decision making process. There are five different types of roles that people play in buying decision. They are as follows: 1. Initiator: The person who first suggests the idea of buying the product or service.
2. Influencer: The person whose view or advice influences the decisions. 3. Decider: The person who decides on any components of a buying decisions: whether to buy, what to buy, hoe to buy, or where to buy. 4. Buyer: The person who makes the actual purchase. 5. User: The person who consumes the product or service. It will be very useful for the company if it is able to identify the roles of the persons involved in the decision
making process. This is because this information will help them in designing theproduct, allocate funds for the promotional budget, workout the communication media, and decide for whom the message is to be directed. Buying Behaviour: Consumers decision making varies with the type of buying decision. The decisions to buy toothpaste, a tennis racket, a personal computer, and a new car are all very different. Complex and expensive purchases are likely to involve more buyer deliberation.
Major Factors Influencing Buying Behaviour Personality:An individuals personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviours one project in a situation is similar to the behaviour a person exhibits in another situation. In this way personality is the sum of sensory experiences others get from experiencing a person (i.e. how one talks, reacts). While ones personality is often interpreted by those we interact with, the person has their own vision of their personality, called SELF CONCEPT, which may or may not be the same has how others view us.
CULTURAL FACTORS:
Culture: Exert the maximum influence on consumer behaviour. Culture is the basic determinant of a person wants. It refers to a set of learnt beliefs, values, attitudes, customs, habits, and other forms of behaviour that are shared in the society.
Sub culture: Each culture consists of smaller subcultures that provide more specific identification and socialization for its members. There are four types of sub culture, they are: NATIONALITY GROUPS, RELIGOUS GROUPS
RACIAL GROUPS, GEOGRAPHIC GROUPS
Social class: It is the divisions of people in the society, which are hierarchically ordered, and its members share similar values and behaviour.
SOCIAL FACTORS: 1. Reference Groups: They are the social, economic, professional groups that have a
direct or indirect influence on the persons attitudes and expose them to a new behaviour.
2. Family: It is the most influential group as the attitudes, habits and values are shaped by
the familys influence. The members of family play different roles such as influencer, decider, purchaser and user in the buying process.
3. Roles and Status: Roles represent the position we feel we hold or other feel we should
hold when dealing in a group environment. These positions carry certain responsibilities. The consumers buying behaviour is also influenced by the roles and status of person. It influences a person in taking a certain decision.
PERSONAL FACTORS:1. Age: According to Russell people buy different goods and services over their lifetime.
The life cycle of a person is infancy, adolescence, teenage, adult, middle age and old age. In each stage persons buying behaviour is different. The person is dependent on others during the first three stages, then in the next stage he not only takes decision but also influences others buying decision and in the last stage of the life cycle the decision are again made by others.
2. Occupation: It also influences his or her consumption pattern because occupation

decides his ability to buy. For example a blue-collar worker will buy work clothes and work shoes while a companys president will buy expensive suits, club membership and a luxury car.
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3. Economic circumstances: Products choice is greatly affected by oneseconomic circumstances. Peoples economic circumstance consists of their spendable income, savings, assets, debts, borrowing power and attitude towards spending versus saving. 4. Lifestyle: It is the pattern or way of learning of a person. This will be indicated through the persons activities, interests and opinions. Hence he will choose products according to his lifestyle.
PYSCHOLOGICAL FACTORS: 1. Motivation: Motivation relates to our desire to achieve a certain outcome. For instance,
when it comes to making purchase decision customers motivation could be affected by issues such as financial position (eg., Can I afford the purchase!), time constraints (eg., Do I need to purchase quickly!), overall value (eg., Am I getting my moneys worth!), and perceived risk (eg., What happens if I make a fast decision!). Psychologists have developed theories of human motivation. The best three motivation theories are given by Sigmund, Abraham Maslow, and Frederick Herzberg.
2. Perception: A motivated person is ready to act. How the motivated person actually acts
is influenced by his or her perception of the situation. To perceive is to see, to hear, to touch, to taste, to smell and to sense something so as to find meaning in the experience. People can emerge with different perception of the same object because of three perceptual processes that is selective retention and selective distortion.
3. Learning: Involves changes in an individuals behaviour arising from experience or

practice. Most human behaviour is learned. It is produced through the interplay of drives, stimuli, cues, responses and reinforcement.
4. Beliefs and Attitude: A belief is a descriptive thought that a person holds something.
Through learning people acquire beliefs and attitudes. These in turn influences their buying
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behaviour. The belief may be based on knowledge, opinion or faith. They may or may not carry an emotional charge. An attitude is a persons enduring favourable or unfavourable evaluations, emotional feelings, and action tendencies toward some object or idea. People have attitudes towards everything: religion, politics, clothes, music, food and so on. Attitudes put them into a frame of mind of liking or disliking an object.
THE FIVE STAGES IN CONSUMER BUYING PROCESS: Problem recognition: The buying process starts when the buyer recognizes a problem or need. The need may be activated by internal or external stimuli. The intensity of want will indicate the speed at which the person will move to fulfil it. Information search: An aroused customer will be inclined towards the search for information until the desired product is known and available. The person will also search for information until the desired product is known and available. The person will also search for the information relating to the brand, its location and the manner of obtaining the product. Evaluation of alternatives: This is an important stage in the process of buying where several decisions are taken in the evaluation process. The basic consumer evaluation process is as followsFirstly: The consumer tries to satisfy a need. Secondly: He is looking for certain benefits from the product. Thirdly: He sees a product as bundle of attributes. Purchase decision: While the consumer is evaluating the alternatives the person will have preferences among the various brands, liking towards a
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particular brand will lead to the purchase of the product, thus, a prospective buyer heads towards final section. Post purchase behaviour: Once the product has been purchased the consumer will experience some level of satisfaction and dissatisfaction. If the desired satisfaction is as per the expected satisfaction then it will lead to brand preference and brand loyalty leading to future purchases. If the purchase does not yield desired satisfaction then the consumer becomes dissatisfied and will lose its preference.
1.3 CURRENT SCENERIO

Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. 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 Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43, 500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn.
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The total amount of milk produced has more than tripled from 23 million tonnes back in 1973 to 74.70 million tonnes 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.
Conclusion: Industrial production is rapidly moving forward due to Globalization and Liberalization . The dairy industry is no exception. With the World Trade Organization (WTO) coming into effect, from 01 April 2001 and the imports and exports getting liberalized in the global economy, the dairy industry, which includes dairy products, faces both an opportunity for growth as well as a threat for its growth. The product mix of world dairy trade is likely to shift further towards cheese. This has been developed in the world markets. As the market opens up, consumption trends associated with these markets will have increasing influence on the world trade. Whole milk powder is likely to continue to be a substantial beneficiary and growth substantially in the Middle Eastern countries. Most of the dairy plants in the Government, Cooperatives and Private Sector produce almost similar dairy products like varieties of milk, butter, ghee, skimmed milk powder and whole milk powder. There are 7 large-scale cheese manufacturers and 14 manufacturers are producing infant foods and malted milks. There is immense scope for the broadening of the products range and some of the products, which are likely to have considerable demand in the coming decade, have been identified. The cheese market is growing at about 9% annually. In Dahi market, the share of the organized sector is only around 10%. Varieties of milk shakes are also increasing. Some of the milk and fruit based beverages which are likely to have demand are a combination of milk with mango, banana, sapota, strawberry, papaya, etc.. There are varieties in traditional milk based sweets, manufactured in the country. Many of the organized dairies are involved in the manufacture of varieties of milk based sweets: pedha, paneer, shrikhand, etc. As the world is getting integrated into one market, quality certification is becoming essential in the market. However, there are very few plant s in the country, which have successfully obtained ISO, HACCP certification. Packaging of dairy products is also another very promising area. NRI and overseas investments can take place in
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manufacturing dairy processing equipment, fruit packaging equipment and equipments for biotechnology related dairy industry.
2.1 Title of the study:A STUDY ON CONSUMER BEHAVIOUR AND TRADE RESPONSE TOWARDS AMUL MILK PRODUCTS ACROSS BANGALORE CITY
2.2 Statement of problem:At present in this competitive business of milk industry, it has more than 60 brands in the battle field facing stiff competition in every segment targeted. Even Amul is facing competition in its 56 years of heritage. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is high customer loyalty. In this juncture it has to identify its competition in the market by bringing Brand Awareness in the minds of customer also it has to cope up with the consumer behaviour and perception. Through this study, the main problem that it studies is to find out the customer preference and perception towards Amul and awareness of its product in Bangalore city. Hence an attempt has been made to identify consumers behaviour and trade response towards Amul milk products.
2.3 Objective of the study:Dayananda Sagar College of Arts, Science & Commerce.
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1. The main objective of the study is to estimate the market potential and perception towards Amul milk products. 2. To find out the frequency of consumption of Amul Milk products. 3. To know the awareness level of Amul Products among the retailers. 4. To know the awareness level of the consumers for Amul milk products. 5. To know the consumers attitude towards Amul products 6. To know the factors influencing consumers buying behaviour.
2.4 Scope of the study:The study of the Consumer Behaviour and Trade Response towards Amul milk products across Bangalore City will help in acquiring a better insight and understanding the trivial aspects of branded products and its awareness. Consumer awareness about a product is very important for that of a company and this study will give a brief picture of a consumers buying behaviour. Consumer behaviour is an important element in the marketing activity. This consumer behaviour decides the fate of product and organization. There are various factors that influence consumer behaviour and satisfaction level. These factors are post purchase behaviour, reputation, product availability, branding. The company can focus its strategies or the product on a whole, on the study and the area, which are of major concern for the consumers. The company can, thus be able to serve the customers well and examine all factors that influences a consumers behaviour. The study is exclusively conducted for the customers of Amul products, focusing Bangalore City. As customers use Amul products, their needs, preference, usage habits vary widely which in turn gave the study a wide and large scope for analysis The time frame of this study lasted for about 2 months i.e. December- January 2012.
2.5 Need/ Purpose of the study:1. To know customer preference information in order to take sound decision. 2. To know the performance of the organization and understand the attitude of the consumers towards Amul Products. 3. To understand the loyalty of the consumer towards Amul product or brand.
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4. To identify the key factors influencing consumer behaviour. 5. To help Amul to appreciate the factors leading to customer satisfaction.
2.6 Research design:Research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. A research is a pure and simple framework and plan for the study that guides the collection and analysis of data. It is the blueprint that is followed in completing a study.
Types of research design: a) Exploratory design: - In this type of research design, a scientific problem is
formulated for precise investigation or a specific hypothesis is formulated from an operational observation.
b) Descriptive design: - It is a fact finding investigation with adequate interpretation. It

seeks to describe a field or a problem by using questionnaires and opinion. This method is mostly directed at identifying the various characteristics of the research problem and to create observation conducive to further research.
c) Experimental design: - This research design is also known as hypothesis-testing

research design
2.7 RESEARCH METHODOLOGY:

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The research methodology is the core of any research, as the whole of the research is laid based on it. Hence a proper plan of collection of data must be checked out. The Study is mainly concerned with behaviour of the consumers satisfaction towards Amul milk products. Here in this study Descriptive research design has been applied.
Data Collection Method:a) Primary Data: Primary data refers to the original information gathered for a
specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the need of the problem. Primary data is collected on the basis of survey method with the help of questionnaires, interviews, personal observation and direct consultation with consumer and dealer.
1. Survey method: survey method is most commonly used method of primary

data collection in marketing research. This method has been used because of its flexible nature. Survey research is the systematic gathering of data from respondents through questionnaires Questionnaire: It is a popular means of data collection instrument. A questionnaire uses a structured, standardized format of the data collection to record verbal responses to question. Particularly when the population to be covered is very large and the study wishes to collect data about specific aspect of consumer awareness, attitude, opinions, prior and present behaviour, its recommendations will greatly depend on the study objective and the administration of the questionnaire.
Types of questions used to frame the questionnaire:a) Open ended questions: - Open ended questions leaves the respondents free to offer any answer that seems appropriate in the light of the question. b) Dichotomous questions: - It represents an extreme form of the multiple choice
question, allows only two responses, such as yes: or no, agree or disagree, did or did not.
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c) Structured direct interview: - A formal questionnaire consists of

structured direct form of questions. The interviewer is instructed to ask those questions only in the order given in the questionnaire. This mode of data collection is structured and direct in nature.
d) Mail survey: - This instrument is a questionnaire but it is sent by mail and

responses are also obtained by mail. However, the responses could be low. Here in this study the Questionnaire is designed with both open-end and close-end questions. The questions are designed in such a manner so that it caters all the areas and aspects of the study.
b) Secondary Data: Secondary Data can be defined as data collected by someone

else for purposes other than solving problem being investigated and previously meant for another purpose. Secondary is collected from books, magazines, periodical journal, paper, company records, internet and other publications.
2.8 Sampling procedure: Sampling procedure is a total procedure of selecting the sample size and following the steps involving sampling: Defining the population Identifying the sampling frame Specify the sampling method Determining the sample size Specify the sampling unit Specify the sampling plan Select the sample Method of sampling: Generally sampling can be of two broad categories, i.e. ; Probability and Non-Probability sampling.
a) Probability Sampling: - Probability sample is chosen is such a way that its member
of universe have known chances of being selected for a sample. Frequently techniques areSimple random sampling, systematic sampling, stratified random sampling, Cluster sampling.
Sampling Design used:Dayananda Sagar College of Arts, Science & Commerce.
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Simple random sampling method will be used to select respondent to conduct the study. The information is collected through the questionnaire or from customer to achieve the above mention objectives.
b) Non-Probability sampling: - In non probability sampling the chance of a particular

unit being selected is unknown that means the probability of selection is not clear. There are three types of non-probability sampling- Judgement sampling, Convenience sampling, Quota sampling.
Sample size: - The size of the sample is 100. Only 100 respondents will be interviewed with the help of questionnaire keeping in the mind the time and cost constraints.
Sample unit: - It consists of various parameters based on demographic as well as geographic and personal factors. The questionnaire consists of various levels of conclusive queries and explanatory views and opinion for the respondents. The sampling unit for this study is the consumer of Amul in Bangalore City.
2.9 Limitations:Every coin has two sides; and so thus this descriptive research study. The study helps in understanding various aspects, but there are certain limitations, which are to be taken into account. The following are the limitations of the study conducted: 1. The method used for collecting the data is time consuming. Limited time of interviewing the respondents, as a result of which it was not possible to gather full information about the respondents views. 2. The sample size and area of the sampling is limited and rigid, i.e. the survey is limited to certain areas of Bangalore (Karnataka).Thus the behaviour of only a particular group is determined. 3. The data collected from the study may be ambiguous in some cases.
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4. The information obtained from the consumers, based on the questionnaire, is assumed to be factual. 5. The respondents were not very comfortable while revealing the correct usage pattern, no cause that they may feel that they would be called or visited again and again. 6. No cooperative approach and rude behaviour of the respondents. 7. If the respondents answer does not fall amongst the option given, then it will turn up to be a biased answer.
Company ProfileAMUL means priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. 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 brand in India. (turnover: Rs. 52.55 billion in 2007-08). T oday Amul is a symbol of many things. Of high-quality products sold at reasonable prices. 50 years after it was fir st launched, Amul's sale figur es have j umped fr om 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses.
AMUL stands for,
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A = Anand M = Milk U = Union L = Limited.
Milestone of Amul:
Name Karia district co-operative milk producer s ltd, widely known as Amul Co-operative sector registered under the co-operative society act Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat, India 14th December, 1946 Kaira district co-operative milk producer s ltd, Anand -388 001. Gujarat Production of different products on large scale, collecting 9 to 15 lakh litres milk everyday & producing milk products. There are 4 plants 1) Amul Plant 3) Mogar Plant Banker 2) Kanjari Plant 4) Khatraj Plant
From Location Registration Registered
Size
Plant
1. The Kaire District Center Co-Operative Bank Ltd.

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2. UTI bank 3. SBI 5. Corporation bank Working Founders 10:45 am to 5:45 pm
4. Bank of Baroda 4. Bank of Baroda 6.Bank of Maharashtra
1. Shri ribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya
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. First hand is of farmers, without whom the organization would not have existed. Second hand is of processors, who process the row material (milk) into finished goods. Third hand is of marketer, without whom the product would have not reached the customers Fourth hand is of customers, without whom the products would have not carried on.
Brief History of Amul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk
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Marketing Federation Ltd. UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.
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. oday 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 Start of a Revolution

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 from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw away prices. In this situation, the 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
24
village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day.
Amul's Secret of Success

The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro- system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to:
Provide a support system to the milk producers without disturbing their agroeconomic systems. Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and
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The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies.The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
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:
13 district cooperative milk producers' Union 2.7 million 13,141 10.21 million liters per day 2.69 billion liters 7.4 million liters
No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (total - 2007-08): Milk collection (Daily Average 2007-08): Milk Drying Capacity: Cattlefeed manufacturing Capacity:
626 Mts. per day 3090 Mts per day
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Vision:
GCMMF will be an outstanding marketing organization, with specialization in marketing of food and dairy products both fresh and long life with customer focus and IT integrated. The network would consist of over 100 offices, 7500 stockiest covering at least every Taluka. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and serving several co-operatives. GCMMF shall also create markets for its products in neighboring countries.
Mission:
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by our committed team. Through cooperative networking, we are committed to offering quality product that provides best value for money.
PLANTS
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk butter etc.
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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.
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Fourth plant is at Khatraj, which engaged in producing cheese.
Sales Turnover: Sales turnover of GCMMF from 1994 to 2009:-
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Ownership Pattern of Amul:

Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members
share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.
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Organisation structureIt all started in December 1946 with a group of farmers keen to free themselves from intermediaries, gain access to markets and thereby ensure maximum returns for their efforts. Based in the village of Anand, the Kaira District Milk Cooperative Union(better known as Amul) expanded exponentially. It joined hands with other milk cooperatives, and the Gujarat network now covers 2.12 million farmers, 10,411 village level milk collection centres and fourteen district level plants (unions) under the overall supervision of GCMMF. There are similar federations in other states. Right from the beginning, there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. Markets, then and even today are primitive and poor in infrastructure. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. Two key requirements were identified.
The first, that sustained growth for the long term would depend on matching supply and demand. It would need heavy investmen in the simultaneous development of suppliers and consumers. Second, that effective management of the network and commercial viability would require professional managers and technocrats. To implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was developed, which today forms the robust supply chain behind GCMMF's endeavors. The vast and complex supply chain stretches from small suppliers to large fragmented markets. Management of this network is made more complex by the fact that GCMMF is directly responsible only for a small part of the chain, with a number of third party players (distributors, retailers and logistics support providers) playing large roles. Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer prices supported by a low cost system. The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies.
Organization Structure is divided into two parts:

External Organization Structure
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Internal Organization Structure
External Organization Structure: External Organization Structure is the organization structure that affects the organization from the outside.
As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a cooperative organization. The villagers of more than 10000 villages of Gujarat are the bases of this structure. They all make village milk producers union, district level milk producers union and then a state level marketing federation is established. The structure is line relationship, which provides easy way to operation. It also provides better communication between two stages.
Internal Organization Structure:
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The following is internal organisation chart of Amul:
Information about Competitors :

The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the
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market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.
According to Product Categories:

For Liquid Milk: 1. Gayatri Milk 2. Super Milk 3. Payal Milk 4. Sardar Milk 5. Samrrudhi Milk 6. Sagar Milk For Ice-Cream Product 1. Gokul Ice-Cream 2.Dairy Den Ice-Cream 3. Quality Walls Ice-Cream 4. Havmor Ice-Cream 5. Max 6. Vadilal Ice-Cream
For Ghee Product 1. Gopi Ghee 2. Gayatri Ghee 3. Krishna Ghee 4. Anil Ghee
For Chocolate 1. Cadbury 2. Max 3.Dairy Milk 4. Five Star 5. Nestle
For Butter 1. Nature butter 2. Britannia
For Cheese 1. Britannia 2. GO
Achievement & Awards:

Amul: Asias largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.
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Amul created history in following areas: First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. Created Dairy co-operatives at village level functioning with milk collection centers owned by them. Computerized milk collection system with electronic scale and computerized accounting system. The first and only organization in world to get ISO 9000 standard for its farmers cooperatives. First to produce milk from powder from surplus milk. Amul is the live example of how cooperation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.
AWARDS:Amul a co-operative society and its co-operation has led many different awards in its favour. Magsaysay award for community leadership presented in manila. Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India.
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1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining cooperative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 90012000 and HACCP Certificate and effects are got to obtain ISO 14000. 1999: Best of All" Rajiv Gandhi National Quality Award for the year, 2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer in the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award. 2006-07: GCMMF has bagged award for excellent performance in exports of dairy products from Agricultural and Processed Food Exports Development Authority (APEDA). 2007: Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit.
List of Products Marketed:
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37
38
39
40
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PEOPLE POWER: AMUL'S SECRET OF SUCCESSThe system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. Whats more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems, Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and
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Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.
The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.
BOARD MEMBERS
Shri Ramsinh Prabhatsin Parmar Shri Rajendrasinh Dhirsin Parmar Shri Dhirubhai Amarsin Zala Smt. Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsin Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsin Zala Shri Bipinbhai Manishankar Joshi Smt. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B. M. Vyas Shri Deepak Dalal Shri Rahul Kumar Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Director Managing Director G.C.M.M.F District Registrar Managing Director
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DATA ANALYSIS:
The data collected through the research has been analyzed in such a way so as to meet the sequence of objectives. This chapter discusses how data obtained was tabulated and analyzed in order to draw inferences. Data was grouped into category or classes. In other words, in statistical terms it was tabulated. The objective was to organize the information and prepare a summary which would highlight its salient features. With tabulation the responses for questions, special care was taken, in formation of different categories. Firstly the answers were recorded and depending on the similarity of responses, grouping was done. Having obtained the set of response categories, frequently tables were made so as to show the count/occurrences of individual categories among the samples. Understanding of the data is further enhanced by calculation of relative frequency of observations in each category. The frequency distribution is presented pictorially by way of tables.
INTERPRETATION:
Interpretation refers to the task drawing inferences from the collected facts after an analytical and/or experimental study. In fact, it is a search for broader meaning of research findings. The task of interpretation has two major aspects, viz. (I) the effort to establish continuity in research through linking the results of a given study with those, and (II) the establishment of some explanatory concepts. In one sense, interpretation is concerned within the collected data, partially overlapping analysis. Interpretation also extends beyond that data of the study to include the results of other research, theory and hypothesis.
DATA REPRESENTATION:
The survey conducted through questionnaire is both consumer as well as retailer oriented. The analysis is done keeping both the consumers and retailers view in mind.
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PROFILE OF THE RETAILERS:
AMUL- THE TASTE OF INDIA
TABLE-01 TABLE SHOWING THE NUMBER OF RETAILERS WHO STOCK AMUL PRODUCTS
Responses Yes No Total
No. of Respondents 94 6 100
Percentage (%) 94% 6% 100%
Analysis: From the above Table-01, It can be analyzed that out of the 100 number of retailers, 94 retailers stock Amuls products and only 6 retailers do not stock Amuls products. This indicates that the maximum number of retailers stock Amul products.
GRAPH-01
45
GRAPH SHOWING THE NUMBER OF RETAILERS WHO STOCK AMUL PRODUCTS
94% 100 80 60 40 20 0 Yes No No. of Respondents 4%
Interpretation: From the above graph it can be interpreted that out of the maximum number of retailers 96% of the retailers stock Amuls product.
TABLE-02
46
TABLE SHOWING THE NUMBER OF RETAILERS WHO GET SUFFICIENT STOCK OF AMUL PRODUCTS
Responses Yes No Total
No. of Respondents 88 12 100
Percentage (%) 88% 12% 100%
Analysis: From the above Table-02, It can be analyzed that out of the maximum number of retailers, 88 retailers get sufficient stock of Amul products and only 12 retailers doesnt get sufficient stock. This indicates that maximum number of retailers get sufficient stock of Amul products.
GRAPH-02
47
GRAPH SHOWING THE NUMBER OF RETAILERS WHO GET SUFFICIENT STOCK OF AMUL PRODUCTS
88% 90 80 70 60 50 40 30 20 10 0 Yes No No of Respondents 12%
Interpretation: From the above graph it can be interpreted that out of maximum number of retailers, 88% of retailers get sufficient stock of Amul products and only 12% of retailers does not get sufficient stock of Amul products.
TABLE-03
48
TABLE SHOWING VARIOUS SOURCES THROUGH WHICH RETAILERS KNEW ABOUT AMUL PRODUCTS
Sources
Through Distributers 45 45%
Through Customers 30 30%
Through Through Total Advertisements other retailers 20 20% 5 5% 100 100%
No. of Respondents Percentage
Analysis: From the above table it can be analyzed that, out of the maximum number of retailers, 20 retailers came to know about Amul products through Distributers, 30 retailers came to know through Customers, 45 retailers came to know through Advertisements and 5 retailers came to know through other retailers. This indicates that maximum number of retailers came to know about Amul products through Advertisements.
GRAPH-03
49
GRAPH SHOWING VARIOUS SOURCES THROUGH WHICH RETAILERS KNEW ABOUT AMUL PRODUCTS
45 45 40 35 30 25 20 15 10 5 0 Through Distributers
30 20
Through Customers
Through Through other Advertisements retailers
Sources of Amul products
Interpretation: From the above graph it can be interpreted that, out of the maximum number of retailers, 20% of the retailers came to know about Amul products through Advertisements, 30% of the retailers through customers, 45% of the retailers through distributors and only 5% of the retailers through other retailers.
TABLE-04
50
TABLE SHOWING THE MOST PREFERRED MILK PRODUCTS BRAND THAT THE RETAILERS STOCK
Brands
Amul
Nandini 30 30%
Britannia 12 12%
Nestle 6 6%
Total 100 100%
No. of 52 Respondents Percentage 52%
Analysis: From the above table it can be analyzed that, out of the maximum number of retailers, 52 retailers prefer Amul products, 30 retailers prefer Nandini products, 12 retailers prefer Britannia and 6 retailers prefer Nestle products. This indicates that maximum number of retailers prefer Amul products.
GRAPH-04
51
GRAPH SHOWING THE MOST PREFERRED MILK PRODUCTS BRAND THAT THE RETAILERS STOCK
60 50 40 30 20 10 0
52
30
12 6
Amul
Nandini
Britannia No. of Respondents
Nestle
Interpretation: From the above graph it can be interpreted that out of maximum number of retailers, 52% of consumers prefer Amul products, 30% of consumers prefer Nandini products, 12% of consumers prefer Britannia products and 6% of consumers prefer Nestle products.
TABLE-05
52
TABLE SHOWING SOURCES OF AMUL PRODUCTS
Sources No. of Respondents Percentage
Distributors 52 52%
Suppliers 25 25%
Manufacturers Wholesalers Total 15 15% 8 8% 100 100%
Analysis: From the above Table-05 it can be analyzed that, out of the maximum number of retailers, 52 retailers get Amul products from Distributors, 25 retailers get from suppliers, 15 retailers get from Manufacturers and 8 retailers get from Wholesalers. This indicates that the retailers get the maximum number of Amul products from the Distributors in Bangalore.
GRAPH-05
53
TABLE SHOWING SOURCES OF AMUL PRODUCTS
60 50 40 30 20 10 0
52
25 15 8
Distributors
Suppliers
Manufacturers No. of Respondents
Wholesalers
Interpretation: From the above graph it can be interpreted that out of the maximum number of retailers, 52% of the retailers get the Amul products from Distributors, 25% of the retailers get from Suppliers, 15% of the retailers get from Manufacturers and 8% of the retailers get from wholesalers.
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TABLE-06
TABLE SHOWING THE NUMBER OF RETAILERS WHO ARE SATISFIED WITH THEIR AMUL PRODUCT DISTRIBUTORS
Responses No of Respondents Percentage
Yes 92 92%
No 8 8%
Total 100 100%
Analysis: From the above Table-06 it can be analyzed that out of the maximum number of Retailers, 92 retailers are satisfied with their Amul product Distributors and only 8 retailers are not satisfied with their Amul product Distributors. This indicates that the maximum numbers of retailers are satisfied with their Amul product Distributors.
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GRAPH-06 GRAPH SHOWING THE NUMBER OF RETAILERS WHO ARE SATISFIED WITH THEIR AMUL PRODUCT DISTRIBUTORS
92 100 90 80 70 60 50 40 30 20 10 0 Yes No No. of Respondents
Interpretation: From the above graph it can be interpreted that out of the maximum number of retailers 92% of retailers are satisfied with their Amul product Distributors and only 8% of the retailers are not satisfied with their Amul product Distributors.
TABLE-07
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TABLE SHOWING CONSUMERS EXPECTATIONS FROM AMUL PRODUCTS
Expectations No of Respondents Percentage
Good Quality 48 48%
Good Packing 20 20%
Availability 17 17%
Service 15 15%
Total 100 100%
Analysis: From the above Table-07, it can be analyzed that out of the maximum number of retailers, 48 retailers feel that the consumers expect good quality from Amul products, 20 retailers feel that the consumers expect Good packing of the Amul products, 17 retailers feel that the consumers expect the availability of the Amul products and 15 retailers feel that the consumers expect Good service from the Amul products.
GRAPH-07
57
TABLE SHOWING CONSUMERS EXPECTATIONS FROM AMUL PRODUCTS
48 50 45 40 35 30 25 20 15 10 5 0 Good Quality Good Packing Availability Good Service 20 17 15
No. of Respondents
Interpretation: From the above graph it can be analyzed that out of the maximum number of retailers, 48% of retailers feel that the consumers expect Good Quality of Amul products, 20% of retailers feel that the consumers expect Good Packing of the Amul product, 17% of retailers feel that the consumers expect the Availability of the Amul products and 15% of retailers feel that the consumers expect Good Service of the Amul product.
TABLE-08
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TABLE SHOWING THE PROFIT MARGIN THAT THE RETAILERS GET ON OTHER MILK PRODUCTS
Profit Margin Response Percentage
More than Amul 25 25%
Less than Amul 65 65%
Same as Amul 7 7%
No profit 3 3%
Total 100 100%
Analysis: From the above Table-08 it can be analyzed that out of the maximum number of retailers, 25 retailers get profit more than Amul products, 65 retailers get less than Amul products, 7 retailers get same as Amul products and 3 retailers does not get any profit on other milk products. This indicates that the profit margin of other milk products is less than Amul products.
GRAPH-08
59
GRAPH SHOWING THE PROFIT MARGIN THAT THE RETAILERS GET ON OTHER MILK PRODUCTS
70 60 50 40 30 20 10 0 More than Amul 25
65
Less tham Amul
Same as Amul
No profit
No. of Respondents
Interpretation: From the above graph it can be interpreted that out of the maximum number of retailers, 65% of the retailers get less profit than Amul products, 25% of the retailers gets profit more than Amul products, 7% of the retailers get same profit as Amul products and only 3% of the retailers does not get any profit on other milk products.
TABLE-08
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TABLE SHOWING THE RATINGS OF THE DIFFERENT ATTRIBUTES OF AMUL PRODUCTS
Attributes 1. Quality
Excellent 58
Good 30
Average 10
Poor 2
Total 100
2. Brand Image
55
35
100
3. Availability
48
29
20
100
4. Packing
52
30
12
100
Analysis:
From the above Table-09 it can be analyzed that, out of the maximum number of respondents for Quality: 58 respondents have rated Excellent, 30 respondents have rated Good, 10 respondents have rated Average and 2 respondents have rated poor. Brand Name: 55 respondents have rated Excellent, 35 respondents have rated Good, 7 respondents have rated Average and 3 respondents have rated poor. Availability: 48 respondents have rated Excellent, 29 respondents have rated Good, 20 respondents have rated Average and 3 respondents have rated poor. Packing: 52 respondents have rated Excellent, 30 respondents have rated Good, 12 respondents have rated Average and 6 respondents have rated poor.
GRAPH-08 GRAPH SHOWING THE RATINGS OF THE DIFFERENT ATTRIBUTES OF AMUL PRODUCTS
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60 50 40
58%
55% 48%
52%
35% 30% 29% 20% 30%
30 20 10% 10 0 Quality Brand Image Excellent Good Availability Average Poor Packing 2% 7% 3% 3%
12% 6%
Interpretation: From the above Graph it can be interpreted that, out of the maximum number of respondents for Quality: 58% respondents have rated Excellent, 30% respondents have rated Good, 10% respondents have rated Average and 2% respondents have rated poor. Brand Name: 55% respondents have rated Excellent, 35% respondents have rated Good, 7% respondents have rated Average and 3% respondents have rated poor. Availability: 48% respondents have rated Excellent, 29% respondents have rated Good, 20% respondents have rated Average and 3% respondents have rated poor. Packing: 52% respondents have rated Excellent, 30% respondents have rated Good, 12% respondents have rated Average and 6% respondents have rated poor.
B. Consumers Profile:
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TABLE-01
TABLE SHOWING THE AWARENESS OF AMUL PRODUCTS
Response No. of Respondents Percentage
Yes 98 98%
No 2 2%
Total 100 100%
Analysis: From the above Table-01, it can be analyzed that out of the maximum number of respondents, 98 respondents are aware of Amul products and only 2 respondents are not aware of Amul products. This indicates that the maximum numbers of respondents are aware of Amul products.
GRAPH-01
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GRAPH SHOWING THE AWARENESS OF AMUL PRODUCTS
98 100 90 80 70 60 50 40 30 20 10 0 Yes No No. of Respondents
Interpretation: From the above graph it can be interpreted that out of the maximum number of respondents, 85% of the respondents are aware of Amul products and only 15% of the respondents are not aware of Amul products.
TABLE-02
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TABLE SHOWING THE SOURCES OF AMUL PRODUCTS
Sources Responses Percentage
Through Family/ Friends 35 35%
Through Advertisements 52 52%
Through Retailers 10 10%
Through Internet 3 3%
Total 100 100%
Analysis: From the above Table-02, it can be analyzed that out of the maximum number of respondents, 35 respondents came to know about Amul products through Family/Friends, 52 respondents came to know through Advertisements, 10 respondents came to knoe through Retailers and only 3 respondents came to know through internet. This indicates that the respondents mainly came to know about Amul products through Advertisements.
GRAPH-02
65
GRAPH SHOWING THE SOURCES OF AMUL PRODUCTS
60 50 40 30 20 10 0 Through Family/Friends 35
52
10 3
Through Advertisements
Through Retailers
Through Internet
No. of Respondents
Interpretation: From the above graph it can be interpreted that out of the maximum number of respondents, 35% of the respondents came to know about Amul products through Family/Friends, 52% of the respondents came to know through Advertisements, 10% of the respondents came to know through Retailers and only 3% of the respondents came to know through Internet
TABLE-03
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TABLE SHOWING THE BUYING BEHAVIOUR OF CONSUMERS
Responses No. of Respondents Percentage
Yes 72 72%
No 28 28%
Total 100 100%
Analysis: From the above Table-03, it can be analyzed that out of the maximum number of respondents, 72 respondents buy Amul products and only 28 respondents does not buy Amul products. This indicates that the maximum number of respondents buy Amul products.
GRAPH-03
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GRAPH SHOWING THE BUYING BEHAVIOUR OF CONSUMERS
72 80 70 60 50 40 30 20 10 0 Yes No No. of Respondents 28
Interpretation: From the above graph it can be interpreted that out of the maximum number of respondents, 72% of the respondents buy Amul products and only 28% of the respondents does not buy Amul products.
TABLE-04
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TABLE SHOWING FREQUENCY OF RESPONDENTS BUYING AMUL PRODUCTS
Response No. of Responsdents Percentage
Daily 20 20%
Weekly 40 40%
Monthly 35 35%
Occasionally 5 5%
Total 100 100%
Analysis: From the above Table-03, it can be analyzed that out of the maximum number of respondents, 20 respondents buys Amul product Daily, 40 respondents buys Weekly, 35 respondents buys Monthly and only 5 respondents buys Occasionally. This indicates that the maximum number of respondents buys Amuls product Weekly.
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GRAPH-04 GRAPH SHOWING FREQUENCY OF RESPONDENTS BUYING AMUL PRODUCTS
40 40 35 30 25 20 15 10 5 0 Daily Weekly Monthly No. of Respondents Occasionally 5 20 35
Interpretation: From the above graph it can be interpreted that out of the maximum number of respondents, 20% of the respondents buys Amuls product Daily, 40% of the respondents buys Weekly, 35% of the respondents buys Monthly and only 5% of the respondents buys Occasionally.
TABLE-05
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TABLE SHOWING THE IMPORTANT FACTORS CONSIDERED WHILE PURCHASING AN AMUL PRODUCT
Factors No. of Respondents Percentage
Brand Name 25 25%
Quality 48 48%
Price 20 20%
Packing 7 7%
Total 100 100%
Analysis: From the above Table-03, it can be analyzed that out of the maximum number of respondents, 25 respondents consider the Brand Name of Amul while purchasing any Amul product, 48 respondents consider the Quality of Amul product, 20 respondents consider the Price of the Amul product and 0nly 7 respondents consider the Packing of the Amul product. This indicates that the maximum number of respondents consider the Quality of the Amul product while purchasing any Amul product.
GRAPH-05
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GRAPH SHOWING THE IMPORTANT FACTORS CONSIDERED WHILE PURCHASING AN AMUL PRODUCT
48 50 45 40 35 30 25 20 15 10 5 0 Brand Name Quality Price No. of Respondents Packing 7 25 20
Interpretation: From the above graph it can be interpreted that out of the maximum number of respondents, 25% of the respondents considers the Brand Name of Amul product while purchasing it, 48% of the respondents considers the Quality of Amul product while purchasing it, 20% of the respondents considers the Price of Amul product while purchasing it and only 7% of the respondents considers the Packing of Amul product while purchasing it.
TABLE-06
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TABLE SHOWING THE AMUL PRODUCTS MOST FREQUENTLY USED BY THE CONSUMERS
Products No. of Respondents Percentage
Butter 35 35%
Milk 28 28%
Ice-cream 20 20%
Cheese 17 17%
Dahl 3 3%
Total 100 100%
Analysis: From the above Table-03, it can be analyzed that out of the maximum number of respondents, 35 respondents purchases Amul Butter very frequently, 28 respondents purchases Amul Milk very frequently, 20 respondents purchases Amul Ice-cream very frequently, 17 respondents purchases Amul Cheese very frequently and only 3 respondents purchases Amul Dahi very frequently. This indicates that the maximum number of respondents purchases Amul Butter very frequently.
GRAPH-06
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GRAPH SHOWING THE AMUL PRODUCTS MOST FREQUENTLY USED BY THE CONSUMERS
35 35 30 25 20 15 10 5 0 Butter Milk Ice-cream Cheese Dahi 3 28
20 17
No. of Respondents
Interpretation: From the above graph, it can be interpreted that out of the maximum number of respondents, 35% of the respondents purchases Amul Butter very frequently, 28% of the respondents purchases Amul Milk very frequently, 20% of the respondents purchases Amul Ice-cream very frequently, 17% of the respondents purchases Amul Cheese very frequently and only 3% of the respondents purchases Amul Dahi very frequently.
TABLE-07
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TABLE SHOWING THE REASONS FOR THE PURCHASE OF AMUL PRODUCTS
Reasons
Good Quality 48 48%
Good Taste 30 30%
Branded Product 20 20%
Cheaper than other products 2 2%
Total
No. of respondents Percentage
100 100%
Analysis: From the above Table-04, it can be analyzed that out of the maximum number of respondents, 48 respondents purchases Amul products because of Good Quality, 30 respondents purchases Amul products because of Good taste, 20 respondents purchases Amul products because of its Brand Name and only 2 respondents purchases Amul products because of its cheap price. This indicates that the maximum number of respondents purchases Amul products because of its Good Quality.
GRAPH-07
75
TABLE SHOWING THE REASONS FOR THE PURCHASE OF AMUL PRODUCTS
48 50 45 40 35 30 25 20 15 10 5 0 Good Quality
30 20
Good Taste
Brand Name
Cheaper than other products
No. of Respondents
Interpretation: From the above graph, it can be interpreted that out of the maximum number of respondents, 48 % of the respondents purchases Amul products because of Good Quality, 30% of the respondents purchases Amul products because of Good taste, 20% of the respondents purchases Amul products because of its Brand Name and only 2% of the respondents purchases Amul products because of its cheap price.
TABLE-08
76
TABLE SHOWING SWITCHING OF RESPONDENTS OF MILK PRODUCT
Response No. of Respondents Percentage
Yes 52 52%
No 48 48%
Total 100 100%
Analysis: From the above Table-08, it can be analyzed that out of the maximum number of respondents, 52 respondents when the preferred brand is not available purchases other milk brands products and 48 respondents when the preferred brand is not available does not purchases other milk brands products. This indicates that the maximum number of respondents when the preferred brand is not available purchases other milk brands products.
GRAPH-08
77
GRAPH SHOWING SWITCHING OF RESPONDENTS OF MILK PRODUCT
52 52 51 50 49 48 47 46 Yes No No. of Respondents 48
Interpretation: From the above graph, it can be interpreted that out of the maximum number of respondents, 52% of the respondents when the preferred brand is not available purchases other milk brands products and 48% of the respondents when the preferred brand is not available does not purchases other milk brands products.
TABLE-09
78
TABLE SHOWING THE RATINGS OF THE DIFFERENT ATTRIBUTES OF AMUL PRODUCTS BY THE CONSUMERS Attributes 1. Quality Excellent 52 Good 30 Average 18 Poor 0 Total 100
2. Brand image
30
43
25
100
3. Availability
58
25
12
100
4. Packing
38
58
12
100
5. Price
26
52
17
100
Analysis: From the above Table-09 it can be analyzed that, out of the maximum number of respondents for Quality: 52 respondents have rated Excellent, 30 respondents have rated Good, 18 respondents have rated Average and no respondents have rated poor. Brand Name: 30 respondents have rated Excellent, 43 respondents have rated Good, 25respondents have rated Average and 2 respondents have rated poor. Availability: 58 respondents have rated Excellent, 25 respondents have rated Good, 12 respondents have rated Average and 5 respondents have rated poor.
Packing: 38 respondents have rated Excellent, 58 respondents have rated Good, 12 respondents have rated Average and 8 respondents have rated poor. Price: 26 respondents have rated Excellent, 52 respondents have rated Good, 17 respondents have rated Average and 5 respondents have rated poor.
GRAPH-09
79
TABLE SHOWING THE RATINGS OF THE DIFFERENT ATTRIBUTES OF AMUL PRODUCTS BY THE CONSUMERS
58 52% 50 42 40 30 30 20 10 0 Quality Brand image Excellent Availability Good Average Packing Poor Price 25% 18% 20 20 12 5 8 10 12 8 12 10 26 38 58 52
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Interpretation:
From the above Graph it can be interpreted that, out of the maximum number of respondents for Quality: 52% of the respondents have rated Excellent, 30% of the respondents have rated Good, 18% of the respondents have rated Average and no respondents have rated poor. Brand Name: 30% of the respondents have rated Excellent, 43% of the respondents have rated Good, 25% of the respondents have rated Average and 2% of the respondents have rated poor. Availability: 58% of the respondents have rated Excellent, 25% of the respondents have rated Good, 12% of the respondents have rated Average and 5% of the respondents have rated poor. Packing: 38% of the respondents have rated Excellent, 58% of the respondents have rated Good, 12% of the respondents have rated Average and 8% of the respondents have rated poor. Price: 26% of the respondents have rated Excellent, 52% of the respondents have rated Good, 17% of the respondents have rated Average and 5 of the respondents have rated poor.
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SUMMARY OF FINDINGS
96% of the Retailers stock Amul products and only 6% of the retailers does not stock Amul products. 88% of Retailers get sufficient stock of Amul products and only 12% of retailers does not get sufficient stock of Amul products. 45% of the Retailers came to know about Amul products through Advertisements, 30% of the retailers through customers, 20% of the retailers through distributors and only 5% of the retailers through other retailers. 52% of consumers prefer Amul products, 30% of consumers prefer Nandini products, 12% of consumers prefer Britannia products and 6% of consumers prefer Nestle products.
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52% of the retailers get the Amul products from Distributors, 25% of the retailers get from Suppliers, 15% of the retailers get from Manufacturers and 8% of the retailers get from wholesalers. 92% of retailers are satisfied with their Amul product Distributors and only 8% of the retailers are not satisfied with their Amul product Distributors. 48% of retailers feel that the consumers expect Good Quality of Amul products, 20% of retailers feel that the consumers expect Good Packing of the Amul product, 17% of retailers feel that the consumers expect the Availability of the Amul products and 15% of retailers feel that the consumers expect Good Service of the Amul product. 65% of the retailers get less profit than Amul products, 25% of the retailers gets profit more than Amul products, 7% of the retailers get same profit as Amul products and only 3% of the retailers does not get any profit on other milk products. % of the ratings of the different attributes of Amul product by the Reatilers Quality: 58% respondents have rated Excellent, 30% respondents have rated Good, 10% respondents have rated Average and 2% respondents have rated poor. Brand Name: 55% respondents have rated Excellent, 35% respondents have rated Good, 7% respondents have rated Average and 3% respondents have rated poor. Availability: 48% respondents have rated Excellent, 29% respondents have rated Good, 20% respondents have rated Average and 3% respondents have rated poor.
Packing: 52% respondents have rated Excellent, 30% respondents have rated Good, 12% respondents have rated Average and 6% respondents have rated poor. 85% of the respondents are aware of Amul products and only 15% of the respondents are not aware of Amul products. 35% of the respondents came to know about Amul products through Family/Friends, 52% of the respondents came to know through Advertisements, 10% of the respondents came to know through Retailers and only 3% of the respondents came to know through Internet 72% of the respondents buy Amul products and only 28% of the respondents does not buy Amul products. 20% of the respondents buys Amuls product Daily, 40% of the respondents buys Weekly, 35% of the respondents buys Monthly and only 5% of the respondents buys Occasionally.
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25% of the respondents considers the Brand Name of Amul product while purchasing it, 48% of the respondents considers the Quality of Amul product while purchasing it, 20% of the respondents considers the Price of Amul product while purchasing it and only 7% of the respondents considers the Packing of Amul product while purchasing it. 35% of the respondents purchases Amul Butter very frequently, 28% of the respondents purchases Amul Milk very frequently, 20% of the respondents purchases Amul Ice-cream very frequently, 17% of the respondents purchases Amul Cheese very frequently and only 3% of the respondents purchases Amul Dahi very frequently. 48 % of the respondents purchases Amul products because of Good Quality, 30% of the respondents purchases Amul products because of Good taste, 20% of the respondents purchases Amul products because of its Brand Name and only 2% of the respondents purchases Amul products because of its cheap price. 52% of the respondents when the preferred brand is not available purchases other milk brands products and 48% of the respondents when the preferred brand is not available does not purchases other milk brands products.
% of the ratings of the different attributes of Amul product by the Consumers Quality: 52% of the respondents have rated Excellent, 30% of the respondents have rated Good, 18% of the respondents have rated Average and no respondents have rated poor. Brand Name: 30% of the respondents have rated Excellent, 43% of the respondents have rated Good, 25% of the respondents have rated Average and 2% of the respondents have rated poor. Availability: 58% of the respondents have rated Excellent, 25% of the respondents have rated Good, 12% of the respondents have rated Average and 5% of the respondents have rated poor. Packing: 38% of the respondents have rated Excellent, 58% of the respondents have rated Good, 12% of the respondents have rated Average and 8% of the respondents have rated poor. Price: 26% of the respondents have rated Excellent, 52% of the respondents have rated Good, 17% of the respondents have rated Average and 5 of the respondents have rated poor.
83
RECOMMENDATIONS:
According to the findings, majority of the retailers stock Amul products only a few do not stock Amul products. Therefore the company should ckeck the price level and distribution system of competitors and find out why the remaining few retailers do not stock Amul products.
Majority of the retailersare aware of the Amul products through Distributors so the Distributors of Amul products should cover al the remote areas to survive in the existing market and to attract the new retailers at the same time improve the distribution channels to ensure the distribution of Amul products on time.
84
The company should maintain and practise Customer Relationship Management to attract new consumers and retailers as well and introduce new categories of product to attract existing consumers and retailers.
Though the customers are aware of Amul products, Amul should still concentrate on some promotional activities to make the customer aware of their existing as well as new products and increase the level of sales.
It is found that majority of the customer came to know about Amul products through advertisement, so the company should continue this strategy which can influence the purchase decision of the customer. In addition the company should implement attractive advertisement strategy through different medias.
More advertisement about new and existing products should be done in television as well as other media such as newspaper, hoarding, prints ads etc. More sponsors should be made to famous television shows.
The majority of the customer purchase Amul products once in a week. The company should maintain their production accordingly to avoid wastage and should give offer or discount during some special events.
The majority of customer prefers to purchase only butter, cheese, curd & yoghurt, ghee, paneer, flavoured milk, pouch milk , chocolates and ice-cream as there are many products in Amul which customer dont prefers to purchase, so Amul should advertise all the products in their product line equally to rememorize the customer about Amul products.
Competitors like Nandini, Britannia, Nestle, Mello, Go, Nutralite, Walls, Dairy Day, Cadburys etc, are very strong brand so aggressive advertising, quality products, good packages, reasonable price etc of Amul products should be maintained.
85
More retail outlets should be opened to make sure easy availability of Amul products to the customer. The products should make available to departmental stores, bakeries, ice parlours.
Try and change the perception of the people through word of mouth about Amul in advertisement, because they are the best source to reach children and family.
Though the majority of the customers expectation level has matched by Amul so the company should continue to satisfy their customer.
Amul is a very good brand so the quality, price, freshness, packaging, taste should be maintained properly, more outlets should open, and more advertisement should be done to capture the market share and increase their sales.
86
Conclusion of the study:

As we know Amul is a very big organization market leader in dairy products. From the survey conducted it is observed that Amul products have a good market share. From the study conducted the following conclusion can be drawn that in order to turn dreams into reality and turning liabilities into assets one must meet the needs of the customer though the customer is a king. The factors that considered by the customer before purchasing Amul products are quality, price, freshness, availability, taste, packaging, service. Finally I conclude that majority of the customer are satisfied with Amul products because of its good quality, reasonable price, freshness, easy availability, attractive packaging, good taste, service etc. Amul can serve different age segment by adding baby food and sugar free products to their product line. Apart from that Amul should remind customer about their products with the help of repetitive advertisement to increase the level of sales. Amul has to take care of its competitors into consideration and more importantly its customers before making any move.
87
ANNEXURE
88
Questionnaire
I, Arunima Das, student of third year BBM of Dayananda Sagar College of Arts, Science and Commerce, Bangalore, is doing a Project on Consumer Behaviour and Trade Response towards AMUL Milk Products across Bangalore City for partial fulfillment of the requirements of BBM Degree Course of Bangalore University. So I request you to provide the required information for the completion of my Project Report. Any information received will be kept confidential.
Section- A
Retailer survey:
1. Name of the shop: 2. Retailers Name: .... 3. Address: ..
a) Do you stock Amul products? 1. Yes 2. No Dayananda Sagar College of Arts, Science & Commerce.
89
b) If yes, do you get sufficient stock of Amul products? 1. Yes 2. No
c) How did you come to know about Amul product? 1. through Distributors 2. through Customers 3. through Advertisements 4. through Other Retailers
d) Which is the most preferred milk products brand that you stock? 1. Amul 2. Nandini 3. Britania 4. Nestle
e) From where do you get Amul products? 1. Distributors 2. Suppliers 3. Manufacturer
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4. Wholesalers
f) Are you satisfied with Amul product distributor? 1. Yes 2. No
g) What is consumers expectation from Amul products? 1. Good quality 2. Packing 3. Availability 4. Service
h) ) How much profit do you get on other milk products? 1. More than Amul Milk 2. Less than Amul Milk 3. Same as Amul Milk 4. No profit
i) Give your ratings to following attributes of amul milk products. Attributes 1. Quality Excellent Good Average Poor
91
2. Brand Image
3. Availability
4. Packing
q) Suggestions (if any): ..................................................................... ........................................................................................................................................................................................................
Date: Place:
THANKING YOU
92
Customer Survey:
1. Name: 2. Income: 4. Address: ................. 5. A g e : 13-19 6. Occupation: Service Housewife Business Student 20-30 30-40 40-50 50and Above 3. Gender:
Others (Please Specify) _________________
a) Are you aware of Amul products? 1. Yes Dayananda Sagar College of Arts, Science & Commerce.
93
2. No
b) How did you come to know about Amul products? 1. through Friends/ Family 2. through Advertisement 3. through Retailers 4. through internet
c) Do you buy Amul Products? 1. Yes 2. No d) If yes, how often do you buy Amul products? 1. Daily 2. Weekly 3. Monthly 4. Occasionally e) Which is the most important factor that matters while buying an Amul product? 1. Quality 2. Price 3. Packaging 4. Service f) What are the Amul products that you very frequently use? Dayananda Sagar College of Arts, Science & Commerce.
94
1. Butter 2. Milk 3. Dahi 4. Cheese 5. Ice Cream
g) Why do you purchase Amul products? 1. Good Quality 2. Good Taste 3. Branded product 4. Cheaper than other product
h) If your preferred brand milk product is not available, do you go for other brand? 1. Yes 2. No i) Give your ratings to the following attributes of Amul products. Attributes 1. Quality Excellent Good Average Poor
2. Brand image
3. Availability
95
4. Packing
5. Price
m) Suggestions (if any): .................................. Date: Place:
THANKING YOU
96
BIBLIOGRAPHY
97
BIBLIOGRAPHY:
BOOKS
SLN O Author Title of The Book Edition
Publisher
Year of Publication
Philip Kotler
Principles of Marketing
11th Edition
Pearson Education
2008
Saxena
Marketing Management
4th Edition
Tata McGraw-Hill Education Pearson Education Kogan Page Publishers
2009
Naresh K. Malhotra Paul Hague
Marketing Research A Practical Guide to Market Research
5 th Edition 3 rd Edition
2008
2002
NEWSPAPERS
98
Sl.No 1 2 3
Name of the Newspaper Times of India Deccan Herald The Indian Express
Date 12th December 2011 15th January 2012 16th January 2012
MAGAZINES
Sl.No 1 2 3 Name of the Magazine Business World India today Marketing magazine Date 15th December 2011 7th December 2011 15th January 2012
WEBSITES
1.
http://www.google.co.in
2. 3.
www.ask.com
www.scribd.com
4. www.amul.com
99
5. www.amuldairy.com 6. www.wikipedia.com
100

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1.

Milk Production from 1950 to 2020

World's Major Milk Producers (Million MTs) :

Dayananda Sagar College of Arts, Science & Commerce.

Development of Food Processing Industry:

Products and Industry Status:

Dayananda Sagar College of Arts, Science & Commerce.

Production of Milk in India:

Dayananda Sagar College of Arts, Science & Commerce.

1.2 THEORITICAL BACGROUND OF THE STUDY:

Dayananda Sagar College of Arts, Science & Commerce.

1. Product Motives 2. Patronage Motives

Emotional product motive:-

Dayananda Sagar College of Arts, Science & Commerce.

Rational patronage motives:=

RACIAL GROUPS, GEOGRAPHIC GROUPS

2. Occupation: It also influences his or her consumption pattern because occupation

Dayananda Sagar College of Arts, Science & Commerce.

3. Learning: Involves changes in an individuals behaviour arising from experience or

Dayananda Sagar College of Arts, Science & Commerce.

1.3 CURRENT SCENERIO

Dayananda Sagar College of Arts, Science & Commerce.

b) Descriptive design: - It is a fact finding investigation with adequate interpretation. It

c) Experimental design: - This research design is also known as hypothesis-testing

2.7 RESEARCH METHODOLOGY:

1. Survey method: survey method is most commonly used method of primary

Dayananda Sagar College of Arts, Science & Commerce.

c) Structured direct interview: - A formal questionnaire consists of

d) Mail survey: - This instrument is a questionnaire but it is sent by mail and

b) Secondary Data: Secondary Data can be defined as data collected by someone

Sampling Design used:Dayananda Sagar College of Arts, Science & Commerce.

b) Non-Probability sampling: - In non probability sampling the chance of a particular

Dayananda Sagar College of Arts, Science & Commerce.

AMUL stands for,

Dayananda Sagar College of Arts, Science & Commerce.

A = Anand M = Milk U = Union L = Limited.

From Location Registration Registered

1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 3. SBI 5. Corporation bank Working Founders 10:45 am to 5:45 pm

4. Bank of Baroda 4. Bank of Baroda 6.Bank of Maharashtra

Brief History of Amul:

AMUL: The origin

The Start of a Revolution

Amul's Secret of Success

Dayananda Sagar College of Arts, Science & Commerce.

626 Mts. per day 3090 Mts per day

Dayananda Sagar College of Arts, Science & Commerce.

Dayananda Sagar College of Arts, Science & Commerce.

Third plant is at Kanjari, which produces cattelfeed.

Dayananda Sagar College of Arts, Science & Commerce.

Fourth plant is at Khatraj, which engaged in producing cheese.

Sales Turnover: Sales turnover of GCMMF from 1994 to 2009:-

Dayananda Sagar College of Arts, Science & Commerce.

Ownership Pattern of Amul:

Organization Structure is divided into two parts:

Internal Organization Structure

Internal Organization Structure:

Dayananda Sagar College of Arts, Science & Commerce.

The following is internal organisation chart of Amul:

Information about Competitors :

According to Product Categories:

For Chocolate 1. Cadbury 2. Max 3.Dairy Milk 4. Five Star 5. Nestle

For Butter 1. Nature butter 2. Britannia