amul project by durgesh sharma ( icem )

Project Report on AMUL (Anand Milk Union Limited)

Enterprise Analysis & Desk Research (MBA I, Batch: 2014 - 16)

1

Project Report on

AMUL (Anand Milk Union Limited)

In requirement of the subject,

Enterprise Analysis & Desk Research

By

Durgesh Shivmani Sharma

Roll No. 24

(MBA I, Batch 2014-16)

Under the Guidance of

Name of Project Guide

Department of MBA

SCES’s Indira College of Engineering & Management, Pune



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3

INDEX

CHAPTER

NO.

TITLE

PAGE

NO.

Executive Summary 10

1. General Introduction

Introduction & History 12

Profile of the Industry 19

Product Profile 23

2. About the Topic

Consumer Behaviour 25-27

Consumer Satisfaction 28

3. Marketing Research 30-34

4. Research Methodology 35-41

5. Data Analysis And Interpretation 42-57

6. Findings, Suggestion & Conclusion 58-61

7. SWOT Analysis 62

8. Annexure:

a) Bibliography & Webliography

b) Questionnaire

63-66



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LIST OF THE TABLE

Table no. Contents Page no.

5.1 Classification of Customers Based On Sex 43

5.2 Analysis of Occupation of the Respondents 45

5.3 Analysis of Monthly Income of the

Respondents

46

5.4 Analysis of Factors to Buy Amul Milk 48

5.5 Analysis of Consumption of Average Milk

per Day

49

5.6 Analysis of Purchase Duration of Amul

milk

51

5.7 Analysis of Rating Towards AMUL Milk

& Milk products

53

5.8 Analysis of Value for Money Paid by the

Respondents

55

5.9 Analysis of Recommendations 56



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LIST OF THE GRAPHS

Graph no. Contents Page no.

5.1 Classification of Customers Based On Sex 44

5.2 Analysis of Occupation of the Respondents 45

5.3 Analysis of Monthly Income of the

Respondents

47

5.4 Analysis of Factors to Buy Amul Milk 48

5.5 Analysis of Consumption of Average Milk

per Day

50

5.6 Analysis of Purchase Duration of Amul

Milk

52

5.7 Analysis of Rating Towards Amul milk 54

5.8 Analysis of Value for Money Paid by the

Respondents

56

5.9 Analysis of Recommendations 57



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PREFACE

Today the business environment is rapidly changing in

this competitive environment the popular trend is also striving

for maintaining its positions therefore it become essential for

the companies that they should know about their preference &

taste.

Regarding a particular product it is of almost necessary

to know the consumers satisfaction to the value offered by the

company in case of dissatisfactory result it is essential to as

certain whether the dissatisfaction is for entire product or part

of it is and what value do the consumers expect from it?

The research will provide the relevant information to the

organization about consumer’s attitude towards there products

& services.

The research work is sincere effort to find out the

ultimate requirement of consumers for the betterment of

research as well as the organization.



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EXECUTIVE SUMMARY

The main objective of summer training was given by the Management of Amul. The

objective was “CONSUMER BEHAVIOR & SATISFACTION.”

I started my summer training on 1st of April. And during summer training I had to report at

the organization at sharp 10:30am and was asked to work till 6:30 pm. First 15 days I spent

on various marketing activities like I had visited near about 350 retail shops to know there

view & consumer behaviour towards Amul Milk.

And also collects detail about the competitors there offers & profit margin.

After that next few days I went with distributors early in the morning 5:00 am to know how

distribution channel works.

And then at last I worked with questionnaire a sample size of 100 respondents was taken for

the study whose responses were studied and interpreted .The sampling design was used

convenience sampling. The process of analysis was done through excel work sheets,

frequency table, percentage analysis etc.

During the preparation of questionnaire I faced difficulties regarding the selection of

questions and in collection of the data I found some difficulties like the customers had no

time to give.

There is one thing that I have found that the peoples working at AMUL are very much

helpful in all areas. Every time they come to me and told me that they are available at any

time for me for anything, which really boost me and motivates me towards my goal and

objectives. The culture of AMUL is very much friendly.

I completed my project on 30thth

of May & during the project I have achieved my all

objectives of my project.



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CHAPTER-1

INTRODUCTION

AND HISTORY



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INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250 liters of

milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known

as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union

selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit

word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had

suggested the brand name “AMUL”. 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. (The total sale is Rs. 6 billion in 2005). Today Amul is a

symbol of many things like of the high-quality products sold at reasonable prices, of the

genesis of a vast co-operative network, of the triumph of indigenous technology, of the

marketing savvy of a farmers' organization. And have a proven model for dairy development

(Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay. The main

supplier of the milk was Polson dairy limited, which was a privately owned company and

held monopoly over the supply of milk at Bombay from the Kaira district. This system leads

to exploitation of poor and illiterates’ farmers by the private traders. The traders used to

beside the prices of milk and the farmers were forced to accept it without uttering a single

word.



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However, when the exploitation became intolerable, the farmers were frustrated.

They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the

freedom movement. Sardar Patel advised the farmers to sell the milk on their own by

establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel

sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai

held a meeting at Samarkha village near Anand, on 4th

January 1946. He advised the

farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk from such

village co-operative societies and to sell them. It was also resolved that the Government

should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of govt., the



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farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk

was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect

and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese

Kurien showed main interest in establishing union who was supported by Shri

Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village

level. The Kaira district milk producers union was thus established in ANAND and was

registered formally on 14th

December 1946. Since farmers sold all the milk in Anand

through a co-operative union, it was commonly resolved to sell the milk under the brand

name AMUL.

At the initial stage only 250 litres of milk was collected everyday. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk increased.

Today Amul collect 11 lakhs litres of milk everyday. Since milk was a perishable commodity



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it becomes difficult to preserve milk flora longer period. Besides when the milk was to be

collected from the far places, there was a fear of spoiling of milk. To overcome this problem

the union thought out to develop the chilling unit at various junctions, which would collect the

milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than

150 chilling centres in various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand

under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and

butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on

November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it

open at Amul dairy on November 20, 1955.

ACHIEVEMENTS:

Amul : Asia’s 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:

a) First self motivated and autonomous farmers‟ organization comprising of more

than 5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk collection

centres owned by them.

c) Computerized milk collection system with electronic scale and computerized

accounting system.

d) The first and only organization in world to get ISO 9000 standard for its farmers

co-operatives.

e) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation 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 favor.

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

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 co-operative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.



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Moreover the Amul union has achieved the prestigious ISO 9001-2000

and HACCP Certificate and effects are got to obtain ISO 14000.

Amul in abroad:

Amul is going places. Literally. After having established its presence in China, Mauritius and

Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s largest milk

cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul

products are already available on shelves across several countries, including the US, China,

Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,

ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER: 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



15

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:

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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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.

Plants:

First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee,

milk powder, flavoured milk and buttermilk.



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Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul,

Amul Ganthia and Amul lite.



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Third plant is at Kanjari, which produces cattelfeed.

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



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Today, twelve dairies are producing different products under the brand name Amul.

Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud

for Gujarat and whole India.

PRODUCT PROFILE:-

S.No.

NAME

TYPE

FAT

SOLID NATURAL

FATS

1. Tazaa Toned Milk 3.0% min. 8.5% min.

2. Slim &

Trim

Double Toned Milk 1.5% min. 9% min.

3. Gold Full Cream Milk 6% min. 9% min.



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1. Founder of AMUL

Dr. Verghese Kurien

Verghese Kurien was a renowned Indian social

entrepreneur and is best known as the "Father of the White

Revolution", for his 'billion-litre idea' – the world's biggest

agricultural development programme.

Born: November 26, 1921, Kozhikode

Died: September 9, 2012, Nadiad

Spouse: Molly

Movies: The Churning

Awards: Padma Vibhushan, World Food Prize

Education: College of Engineering, Guindy, Michigan State University,Loyola College,

Chennai, University of Madras

2. Current CEO of AMUL:

Mr. R S Sodhi

An alumni of the 1st batch of the Institute of Rural

Management, Anand & B. E. (Agri.) from Udaipur,

he has been associated with GCMMF since last 29

years.

Shri Sodhi has a rich experience in dairy sector and has handled various responsibilities in

Marketing, Sales, HR & Co-operative Development functions of GCMMF.

He has been working as In-charge Managing Director of GCMMF during last seven

months and has given 26% growth in turnover during his tenure.

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21

CHAPTER – 2

CONSUMER

BEHAVIOUR



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ABOUT THE TOPIC:-

CONSUMER BEHAVIOUR:-

It is defined as all psychological, social and physical behavior of potential customers

as they become aware, evaluate, purchase, consume, and tell to others about product

and services.

Buying behavior involves both individual ( psychological) and group process.

o Buyer behavior is reflected from awareness right through post purchase

evaluation indicating satisfaction and non satisfaction , from purchaser

o Buyer behavior includes communication, purchasing and consumption

behavior

o Consumer behavior is basically social in nature hence the social factors play

important roles in shaping buying behavior

o Buyer behavior includes both customer and industrial behavior.

“Hence consumer behavior is an orderly process whereby the consumer interacts with

the environment for making a purchase decision on products “

CONSUMER BEHAVIOR AND MARKETING MANAGEMENT

Marketing managements work around consumers which is actually the market for them

Understanding their behavior is very vital in every segment to plan marketing

activities accordingly.

Both industrial and individual customers are vital in marketing management



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DIVERSITY OF CONSUMER BEHAVIOR:-

customer and consumer words are referred as synonyms but the difference exists

customer - the purchaser of product or service , may or may not be the end user

consumer- the end user , may or may not be the purchaser

new age of business demands differentiation of customers by individual

differences in consumer expectations, preferences and influences.

Firms need to go into deep of consumer behavior to analyze and act to achieve

objectives

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

Consumer behavior can be said to be the study of how individual make decision on how to

spend their available resources (time, money, effort) on various consumption related items.

This simple definition of consumer behavior tells the markets to resolve every activity around

the ultimate consumers & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

These questions will help in understanding better what factors influences the decision

making process of the customers. The decision making process identifies the number of

people who are involve in this process & describes a role to them like users, decides,

influences & buyers.



24

It is believed that consumers or customers make purchase decision on the basis of receipt of a

small number of selectivity chosen pieces of information. Thus it will be very important to

understand what & how mush them to evaluate the goods & services offerings.

CONSUMER DECISION MAKING PROCESS:-

Stimuli- need, reasons, influences, gathering information

Information processing- process , analyze information about product

Decision making - on the basis of analysis , decision to go for

Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition of re-buy,

modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

Individual factors

Cognitive thinking process – perception , attitudes , Needs/motives

Personal characteristics – demography, lifestyles ,personal traits

Environmental factors

Culture- values ,beliefs, sub cultural / cross cultural factors

Social class- social class , society

Influence groups – family, opinion leaders, reference group



25

Situational variables – purchase occasion , market communication, shopping

behavior, price , sales influence , product position

CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of management philosophy

& the key to its success lies in focusing more & more on the customers. That is, it will be the

customer who will decide where the firm is heading. Thus the challenge before the marketer

is to ensure that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers

state of being adequately rewarded in a buying situation for the sacrifices he has made one

the customer purchase & use the product they may then become either satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of the product or services is that

more favourable post-purchase attitude, higher purchase intention & brand loyalty to be

exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.

The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a

particular store or company.

Customers are people who are happy with the product & services & are willing to come back

& pay for it again.

Today the firms aim to give satisfaction to the customer through marketing concepts. The

firm try to help the buyers in the solving the problem then competitors. The marketers must

see that consumers with purchasing power constitute a potentials buyers are identified. It is

essential for the marketer to carry out the business in such a way that they give satisfaction to



26

consumers needed. When a firm markets a product or service it should aim to enjoy

consumer’s satisfaction & profit maximization.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior research offer set

diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how

consumers. Perceive product & brand & stores. What their attitudes are before and after

promotional campaigns & how & why they make their consumption decision.



27

CHAPTER- 3

MARKETING

RESEARCH



28

MARKETING RESEARCH:-

Marketing research plays an important role in the process of marketing. Starting with market

component of the total marketing talks. It helps the firm to acquire a better understanding of

the consumers, the competition and the marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing problem to

facilitate decision making.”

- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the

purpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research

problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.

(3) Determine the information needed.

(4) Determine the sources of information.

(5) Decide research methods.

(6) Tabulate, Analyze and interpret the data.

(7) Prepare research report.

(8) Follow-up the study.



29

1) Define the problem and its objectives :- This includes an effective job in

planning and designing a research project that will provide the needed information. It also

includes the establishment of a general framework of major marketing elements such as the

industry elements, competitive elements, marketing elements and company elements.

2)Identify the problem :- Identifying the problem involves getting acquainted with the

company, its business, its products and market environment, advertising by means of library

consultation and extensive interviewing of company’s officials.

3)Determining the specific Information needed :- In general the producer, the

manufacturer, the wholesaler and the retailer try to find out four things namely :-

(1) What to sell

(2) When to sell

(3) Where to sell

4) Determine the sources of information :-

Primary Data :- Primary datas are those which are gathered specially for

the project at hand, directly – e.g. through questionnaires & interviews. Primary data

sources include company salesman, middleman, consumers, buyers, trade association’s

executives & other businessman & even competitors.

Secondary Data :- These are generally published sources, which have been

collected originally for some other purpose. Source are internal company records,

government publication, reports & publication, reports & journals, trade, professional

and business associations publications & reports.

5) Decide Research methods for collecting data: - If it is found that the secondary

data cannot be of much use, collection of primary data become necessary. Three widely used

methods of gathering primary data are :-



30

A) Survey

B) Observation

C) Experimentation

A) Survey Method: - In this method, information gathered directly from individual

respondents, either through personal interviews or through mail questionnaires or telephone

interviews.

B) Observation Method: - The research data are gathered through observing and

recording their actions in a marketing situation. This technique is highly accurate. It is rather

an expensive technique.

C) Experimental Method: - This method involves carrying out a small scale trial

solution to a problem, while at the same time, attempting to control all factors relevant to the

problem. The main assumption here is that the test conditions are essentially the same as

those that will be encountered later when conclusions derived from the experiment are

applied to a broader marketing area.

D) The Panel Research:- In this technique the same group of respondents is contacted

for more then one occasion; and the information obtained to find out if there has been any in

their taste demand or they want any special quality, color, size, packing in the product.

a) Preparation of questionnaire

b) Presetting of questionnaire

c) Planning of the sample



31

6) Tabulate, Analysis and Interpret the Data:-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been Conducted

c) The objectives of research

d) The methodology used

e) Organization and the planning of the report

f) A table of contents along with charts and diagrams used in the reports

g) The main report containing the findings

h) Conclusion arrived at end recommendations suggested

i) Appendices (containing questionnaire / forms used sample design, instructions.)

7) Follow-up the study :-

The researchers, in the last stage, should follow up this study to find if his recommendation

are being implemented and if not, why



32

CHAPTER-4

RESEARCH

METHODOLOGY



33

RESEARCH METHODOLOGY:-

RESEARCH PROBLEM

Seek the general perception of consumer towards Amul Milk.

To know the consumer psyche and their behaviour towards Amul Milk .

OBJECTIVE OF THE RESEARCH

To know the relationship of sales with the advertisement.

To know awareness of people towards Amul Milk.

To know which advertisement tool is mostly preferred by people.

To know the preference of Amul Milk with comparison to

Other competitive brands .

To know the factors which affects consumer’s buying behaviour

to purchase milk.

Information requirement

First, I had to know about all the competitors present in the Milk

segment (Reputed and well established brands as well as Local brands).

Before going for the survey I had to know the comparative packs and

prices of all the competitors existing in the market.

Since Milk is a product that used daily hence I had to trace the market and segment it,

which mainly deals with people of various age groups.

The main information needed is the various types of brands available in the market,

their calorific value and various other facts.

As Amul milk advertisements are mainly done through hoardings but on television the

advertisement is being telecasted timely and on the proper time or not.



34

RESEARCH DESIGN

A Research design specifies the methods and procedures for conducting a particular study. It

is a map (or) blue print to which the research is to be conducted. Descriptive research design

has been considered as a suitable methodology for present study and for data analysis.

SAMPLING DESIGN

The sampling design used was Convenience sampling, which is a non-probability sampling

method. The convenience factors were the availability and approachability of the

respondents.

POPULATION

All types of outlets that stock and sell Amul milk in the markets. The outlets have been

classified into as follows

Convenience stores: All kinds of shops including bakeries

Eateries: all kinds of eating joints

SOURCES OF DATA

Primary sources

The primary data was collected through questionnaires. They were filled using the scheduled

method of data collection by the researcher.

Secondary sources

The secondary sources were used only for collecting information regarding the sample; they

were however not used for analysis

LIMITATIONS OF THE RESEARCH :-

The limitations of the research were as follows

1. Lack of proper experience on the part of the researcher in conducting such studies.



35

2. Time frame required was not enough to survey more number of outlets.

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to estimate the

presence of Amul milk.

Tools Utilized

Percentage Analysis

Graph Chart

SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is

that in which each element in the

population does not have an equal

chance of getting selected)

2. Sample Unit : People who buy milk available

in retail outlets, superstores, etc

3. Sample size : 100 respondents (Age ranging

Between 18 yrs to 65 yrs)



36

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to their willingness to purchase milk.

The help of questionnaires conducted direct interviews, in order to get accurate

information.

In order to get correct information I had to approach consumers ranging from 15 yrs

to 65 yrs.

I visited as many respondents as I can and asked them their real likings about any

milk and also got an idea.

It is really a Herculean task to understand Consumer Behaviour, as the definition

suggest, “Consumer behaviour is a physical activity as well as decision process

individual engaged in when evaluating, acquiring, using and disposing goods and

services”.



37

In order to collect accurate information I visited to Garden, Parks, Temple,

Superstores and Gymnasium, each and every question was filled personally by the

respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00 pm to

5.00 pm, the time when most of the people take rest during the scorching heat.



38

CHAPTER-5

DATA

ANALYSIS

AND

INTERPRETATION



39

DATA ANALYSIS AND INTERPRETATION:-

The collected data were not easily understandable, so I like to analyze the collected

data in a systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the collected data

and interpretation it with pictorial representation such as bar charts, pie charts and others.

GENDER:

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male

and female. Gender classification is requiring to marketer because different gender exhibits

different perception towards products. In classification of gender the following number is

used to know their perception.

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

Total 100 100

Sources: Primary Data

Table: 5.1



40

INTERPRETATION:

35% of the respondents are male and 65% of the respondents are female. From the

above table we can conclude that, the majority of the respondents were belongs to female

group.

0

20

40

60

80

Male Female

35

65

No

. of

Res

po

nd

ents

CLASSIFICATION OF CUSTOMERS

BASED ON SEX

Male

Female

Graph no: 5.1

OCCUPATION:

Occupation is also influences a person’s consumption pattern. A blue collar worker

will buy work clothes, work shoes and lunch boxes. Similarly the Amul Milk and Milk

products are purchased by various occupants. The following occupants of the respondents are

classifies for the data collection.



41

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100


Table No: 5.2

INTERPRETATION:

20% of the respondents are businessmen, 10% of the respondents are employees, and

65% of the respondents are house wives, 05% of the respondents are others group.



42

INCOME:

Income decided the purchasing power of the customer. If the income is high then,

they go for high quality irrespective of price of the product. Hence in this research I like to

collect the data how income is influence to purchase Amul Milk .

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100




43

Table No: 5.3

INTERPRETATION:

As per the data 38% of the respondents earn per month below 5000, 30% of the

respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of

the respondents earn 15000 & above. From the above table we can conclude that majority of

the respondents’ monthly income group of below 5000 and more than 5000 to 10000.

GRAPH NO: 5.3



44

PURCHASING FACTOR:

Identification of various factors plays a vital role in consumer behavior

study. The various factors such as quality, price easy available etc. is influencing lot and

influences positively. The following data reveals how various factors are influencing to

buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk

Factors No. of Respondents Percentage %

Quality 38 38

Brand image 28 28

Price 20 20

Easy availability 14 14

Others Nil Nil

Total 100 100

` Source: Primary Data



45

38

28

20

14

0

5

10

15

20

25

30

35

40

No

. o

f re

sp

on

de

nts

Quality Brand

image

Price availability

Factors

ANALYSIS OF FACTORS TO BUY AMUL MILK

Graph No. 5.4

Interpretation:

38% of respondents buying AMUL Milk for its Good Quality, 28% of respondents

use for its Band Name,20% of its Price consideration, 14% of its easy availability of

respondents buying AMUL Milk & Milk products.

Respondents Consumption Quality:

Consumption quality is varying with various respondents. Some of customer they buy

less quantity and some them huge quantity depends upon requirement and number of people

in their houses. The data is collected to know the various consumption patterns.



46

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

1 Litre 70 70

2-4 Litre 10 10

More than 4 Litres 20 20

Total 100 100


Table no: 5.5

70

1020

010203040506070

No

. o

f R

es

po

nd

en

ts

1 LITRE 2-4 LITRES MORE THAN

4 LITRES

Consumption

Analysis of Average Consumption of Milk Per Day

Graph no.5.5

INTERPRETATION:



47

70% of the respondents are consuming one litre per day. 10% of the respondents are

consuming two to four litres per day. 20% of the respondents are consuming more than four

litres per day.

From the above table we can conclude that majority of the respondents were

consuming one litre per day.

PURCHASE DURATION:

Repeat purchase will help to know what customer loyalty towards Amul Milk & milk

products. When consumer repeatedly purchases the product, it is understood that they are

satisfied with the products. The following data show the various statuses of the respondents.

Analysis of Purchase Duration of the AMUL Milk

Duration No. of Respondents Percentage (%)

6 Months 05 05

1-2 Years 15 15

3-4 Years 20 20

More than 4 years 60 60

Total 100 100


Table no: 5.6

INTERPRETATION:

As per the data gathered, out of 100 respondents, 05% of the respondents buying since

last six months, 15% of the respondents from one to two years, 20 % of the respondents from

three to four years, 60% of the respondents buying AMUL Milk & Milk products from more

than four years.



48

From the above table we can conclude that majority of the respondents consuming

AMUL Milk & Milk products more than four years.

515

20

60

0102030405060

No

.of

Re

spo

nd

en

ts

6

Months

3-4

Years

Consumption

Analysis of Purchase Duration of the Milk Products

Graph no: 5.6

OPINION TOWARDS PRODUCT:

The behaviour of users after his commitment to a product has been collected with

respect product and terms of satisfaction with rating scale. The following are the data

obtained related to AMUL Milk.



49

Analysis of Rating towards AMUL Milk.

Ratings No. of Respondents Percentage (%)

Excellent 25 25

Good 48 48

Average 22 22

Poor 05 05

Total 100 100

Source: Primary Data

Table no: 5.7

INTERPRETATION:

25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48%

of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of

the respondents rated that AMUL Milk & Milk products are Poor.

From the above table we can conclude that majority of the respondents rated AMUL

Milk & Milk products are of Good Quality.



50

25

48

22

50

5

10

15

20

25

30

35

40

45

50

No

.of

Res

po

nd

ents

Excellent Good Average Poor

Rating

Analysis of Rating towards Amul Milk Products

Graph no.5.7

VALUE FOR THE MONEY:

Consumers always think while paying price to the products such as how much we are

paying towards products and how much we are getting. This data is gathered to know what

value they are receiving from the AMUL Milk.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 96 96

No 04 04

Total 100 100




51

Table no: 5.8

INTERPRETATION:

96% of the respondents feel that they get the value for money they paid. Only 04% of

the respondents feel that they are not getting the value for money what they paid.

From the above table we can conclude that majority of the respondents are agreed that

they are getting the value for money they paid.

96

40

20

40

60

80

100

No

. of

Re

spo

nd

en

ts

Yes No

Response

Analysis of Value For Money Paid By The

Consumers

Graph no: 5.8

INFLUENCE TO OTHER TO BUY PRODUCTS:

Post experience & benefits will help organization in obtaining the additional sale. In

this connection feedback its act as an influence to others to adopt the product the user survey

has conducted to identify what an extent user recommends to others. The data has been

extracted & it is as follows.

Analysis of Recommendations



52

Recommended No. of Respondents Percentage (%)

Yes 97 97

No 03 03

Total 100 100


Table no: 5.9

INTERPRETATION:

97% of the respondents were recommended Amul milk and, 03% of the respondents

were not recommended Amul milk and products to others.

From the above table we can conclude that majority of the respondents were

recommended Amul milk.

97

30

20

40

60

80

100

No

.of

Re

spo

nd

en

ts

Yes No

opinions

Analysis of Recommendations



53

Table no: 5.9

INTERPRETATION:

97% of the respondents were satisfies with the AMUL Milk. 03% of the respondents

were not satisfies with the AMUL Milk.

From the above table we can conclude that majority of the respondents were satisfied

with the AMUL Milk.



54

CHAPTER-6

FINDINGS,

SUGGESTION

AND

CONCLUSION



55

FINDINGS:-

First I would like to present my survey findings. The main findings of my survey are as

follows:

1. It is findings in the survey that females are the main decision maker for the milk. As per the

data, 65% of female and 35% of male makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that 65% are the

housewives and 35% are from various occupations such as a businessman, employee etc for

the Amul Milk.

3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data, 79% of

the respondents’ income is under this group.

4. The main purchasing factors for the Amul Milk are Quality and Brand image. The data

reveals that 42% influences on Quality and 32% influenced for the Brand.

5. 88% of the total respondents are using product since from a long time. The majority of the

respondents are using Amul Milk & Milk products from more than 3 years.

6. 96% the respondents think that purchasing Amul milk is value for the money i.e. Amul milk

is valuable product for them.

7. It is found in the survey that customer are influencing through Word of Mouth.



56

SUGGESTIONS:

1. Milk purchasing decisions are more decided by women rather than male, because she act as a

invigilator, execute her decision and influence the same to the purchase while ascertaining the

quality, freshness and price. Hence, I suggest GCMMF to concentrate more on the women

and men suggestions for designing the marketing strategy, because women’s role in the house

is dominant, even in the various decisions.

2. Occupation of the user influences the purchase decisions. The particular occupation plays a

vital role in deciding the product or services. Women segment are influencing more on milk.

Therefore, an occupation is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income prefers to purchase

product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to

concentrate also on low income segment to capture market and position themselves in the

minds of the customer with required quality and quality milk.

4. Since Amul is having loyal customers and therefore should concentrate more on this factor

through various potential programmes such as campaign, premium packs, offers etc., this

helps to increase the loyalty towards the Amul products.

5. Milk is having high demand and it is considered as a very essential products. In present

practice, purchase of milk is through dealers. In this connection dealers approach towards the

product.

6. Customer is influential, hence I suggest Amul to look after the dealers issue with due care.

7. When product possesses quality and other important attributes naturally they propaganda

about product through word of mouth and vice versa. Therefore if the quality and attributes

are fine tuned according to the needs will help the Amul to get reputation and addition

market.

8. Introduction of various economic products lies may help Amul to attract the existing and new

customers and may attract all income level groups. Hence I suggest management to introduce

new product line which can satisfy the entire group.



57

CONCLUSION:-

From the survey conducted it is observed that Amul milk has a good market share.

From the study conducted the following conclusions can be drawn. In order the

dreams comes into reality and for turning liabilities into assets one must have to meet

the needs of the customers.

Finally I conclude that, majority of the customers are satisfied with the Amul milk

and Milk products because of its good quality, reputation, easy availabilities. Some

customers are not satisfied with the Amul Milk because of high price, lack of dealer

services, spoilage and low shelf life etc. therefore, if slight modification in the

marketing programme such as dealers and outlets, promotion programmers, product

lines etc., definitely company can be as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more importantly its

customers before making any move.



58

CHAPTER-7

SWOT ANALYSIS

OF AMUL MILK:-



59

STRENGTH:-

Very efficient distribution channel.

Brand name.

Trust of the end users.

Shelf life of the products.

Quality of the product.

Relationship with the distributor.

WEAKNESS:-

No supply as per demand.

THREATS:-

From National & Local players:-

Sanchi

Dinshaw

Pawan

Venus

OPPORTUNITY:-

Capture the market where supply of milk is nil.



60

QUESTIONNAIRE

Dear Sir/Madam,

I am conducting a survey entitled “Consumer Behavior & Satisfaction.” Please

give your valuable information, your information will be kept confidential and will be used

only for academic purpose.

Sharma Durgesh Shivmani

MBA 1st Year

Indira (ICEM)

Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : - _________________

Contact No.: - _________________________

1) Which do you consume?

a. Pouch milk

b. Loose milk

c. Both

2) Are you satisfied with the milk you are consuming?

a) Yes

b) No

3) What do you like?

a) Quality b) Taste

c) Price d) Availability



61

4) Do you get milk pouch at…………..

a)Doorstep

b) From retailer

5) Total consumption of milk in a day?

a) Pouch milk in litre……

b)Loose milk in litre……

6) Your monthly expenditure in milk (in Rs.)?

a)100-200

b) 200-300

c) 300-400

d) 400-500

e) Above 500

7) In pouch milk which brand do you prefer?

a)AMUL

b) Sanchi

c) Dinshaw

d) Venus

e) Pawan

8) Why you prefer this brand/ due to…………..

a)Quality b) Taste

c) Price d) Availability

9) If you buy AMUL milk pouch which pack you purchase?

a) AMUL Gold

b) AMUL Taaza



62

c) AMUL Slim & Trim

10) What is the reason for buying/ not buying AMUL?

a)……………………………………………………..

b)……………………………………………………..

c)…………………………………………………..…

11) What are your suggestion/ expectations from AMUL?

a)………………………………………………………

b)………………………………………………………

c)………………………………………………………

12) How do you scale your pouch milk?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE

TASTE

PACKAGING

AVAILIBILITY

SCHEMES



63

Financial Statement of AMUL:

Particulars Mar'14 Mar'13 Mar'12 Mar'11 Mar'10

Liabilities 12 Months 12 Months 12 Months 12 Months 12 Months

Share Capital 4.89 4.89 4.89 4.89 4.89

Reserves & Surplus 28.76 27.58 26.90 26.32 31.49

Net Worth 33.65 32.47 31.79 31.21 36.38

Secured Loan 57.39 51.15 47.48 48.63 46.59

Unsecured Loan 12.21 20.73 24.35 48.18 43.12

TOTAL LIABILITIES 103.25 104.35 103.62 128.01 126.09

Assets

Gross Block 151.72 141.65 124.68 120.19 115.62

(-) Acc. Depreciation 51.22 48.01 43.87 39.18 34.80

Net Block 100.50 93.64 80.81 81.01 80.81

Capital Work in Progress 2.24 .00 7.50 1.24 3.08

Investments .02 4.27 4.26 4.26 20.26

Inventories 81.41 75.66 81.98 43.24 51.52

Sundry Debtors 7.72 10.50 5.14 7.27 9.39

Cash and Bank 1.05 .89 1.81 1.74 4.88

Loans and Advances 27.16 19.49 17.52 31.38 22.30

Total Current Assets 117.34 106.54 106.46 83.63 88.08

Current Liabilities 114.95 100.08 95.40 42.12 66.14

Provisions 1.90 .02 .02 .01 .02

Total Current Liabilities 116.85 100.10 95.41 42.13 66.15

NET CURRENT ASSETS .49 6.44 11.04 41.50 21.93

Misc. Expenses .00 .00 .00 .00 .00

TOTAL ASSETS(A+B+C+D+E) 103.25 104.35 103.62 128.01 126.09

Rs (in Crores)

amul project by durgesh sharma ( icem )

Education

analysis of value

analysis of rating

analysis of consumption

analysis of recommendations

analysis of occupation

analysis of factors

data analysis

swot analysis