PROJECT

ON

DIGNOSIS AND MEASURES FOR

CONSUMER PERCEPTION ABOUT AMUL BUTTER

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF MBA PROGRAMME OF AMITY SCHOOL OF DISTANCE LEARNING NOIDA

PROJECT PROPOSAL APPROVAL AMITY SCHOOL OF DISTANCE LEARNING PROFORMA FOR APPROVAL OF PROJECT PROPOSAL
Enrolment No Study center. Regional center. Name and Address of the student Title of the Project : 16077821538 MEERUT NOIDA

ASHISH KUMAR MEERUT

ABOUT AMUL BUTTER

: CONSUMER PERCEPTION

Subject Area Name and Address of the supervisor

: :

MARKETING
MR. PRADEEP KUMAR

SECTOR, A-139 GANGA NAGR MEERUT Is the supervisor and Academic Counselor of Management Program Of AMITY (If yes name code of study center For and Since when) : NO. : YES

CONTENTS SR. NO.

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

CHAPTER
1 2 3 4 5 6 7 8 -

PARTICULARS
CERTIFICATE CERTIFICATE ACKNOWLEDGEMENT INTRODUCTION OBJECTIVE AND SCOPE METHODOLOGY DATA COLLECTION DATA ANALYSIS FINDINGS RECOMMENDATIONS CONCLUSION QUESTIONNAIRS BIBLIOGRAPHY

CERTIFICATE
I, ASHISH KUMAR, certified that the Project Report

entitled

CONSUMER PERCEPTION ABOUT AMUL BUTTER is an original one and has not been submitted earlier either to AMITY or other institution for fulfillment of the requirement of course of Management Programme (MBA)

Signature of Student Place: Date: Regn No.16077821538 AsoDL

Counter Signed Place: Date:

Signature of Guide

CERTIFICATE
This is to certify that Mr. Ashish Kumar has planned and conducted the project entitled CONSUMER PERCEPTION ABOUT AMUL BUTTER Under my Guidance and supervision and the report submitted there with result of bonafied work done by him.

Place: Date: Signature of Guide

ACKNOWLEDGEMENT
It is my amusing responsibility to present my service

acknowledgement to those honorable personalities of the department who have been a constant source of help and shore up in carrying out this project. First of all I wish to express my indebtness to my project guide Mr. PRADEEP KUMAR, Manager Marketing AMUL DAIRY for his valuable suggestions and supervision throughout the project. I wish to express my indebtness to Mr. RAJA MALIK, coordinator for his valuable suggestions and guidance throughout the project. This research would not have been accomplished without affable efforts of the all the concerned authorities. Also this project enables me to have the know-how of the efficiency & working of the team spirit. Its web like structure helps me to have added potential in myself to adjust easily to the tense & result oriented environment of the association.

ASHISH KUMAR

INTRODUCTION
Butter has a very important role in the Indian break fast. Butter is consumed in India since the time of lord Krishna. Butter increases the flavor of break fast. When you are at the table of breakfast you need more flavors in breakfast and butter execute this constraint? Amul butter processed using advanced dairy technology its formulation temperature. The brand name "Amul," from the Sanskrit "Amoolya," (meaning precious) was suggested by a quality control expert in Anand formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). ensure easy spreadibility even at low

COMPANY PROFILE

Parent group: The highest milk producer in the entire globe India boasts of that status. India is otherwise known as the Oyster of the global dairy industry, with opportunities galore to the entrepreneurs globally. Anyone might want to capitalize on the largest and fastest growing milk and milk products' market. The dairy industry in India has been witnessing rapid growth. The liberalized economy provides more opportunities for MNCs and foreign investors to release the full potential of this industry. Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India. It is one of the best examples of co-operative achievement in the developing economy."Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing

regions everywhere. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

Plant location: AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's success in the long term. The main zonal offices of Amul are situated in:
AHMEDABAD; CALCUTTA; MUMBAI; CHENNAI and NEW DELHI.

On the other hand the sales offices situated at these places:

ASANSOL; AGARTALA; BANGALORE; COIMBATORE; DIMAPUR; COCHIN; DHARWAD; BOISAR; CUTTACK; GORAKHPUR; GUWAHAT &GHAZIABAD

DATA SOURCE : - {WWW.AMUL.COM}

ABOUT AMUL The Amul Dairy Cooperative, which had been around since 1946, was integrated into this system, helping transform India into one of the worlds largest milk producing countries. Dr. Varghese Kurien, who founded Amul, has been profiled on Ashokas changemakers website. Here is what they have to say about his organization: Amul Dairy has organized and over 10,000 village multiple

cooperatives,

designed

implemented

interventions along the value chain. Together these cooperatives bring more than 10 million liters of milk to market daily, which makes them the leading player in the Indian milk industry. For many of India's rural poor, daily milk sales from the few cows they own is an essential part of their income. Yet the entire process from taking the milk to a market to selling it and collecting payments is fraught with inefficiency and unfairness. Amul Dairy has transformed the process for millions of small farmers by using an automatic, computerized collection system which reduces the time for weighing, quality testing and payment processing from a few hours with payment days later, to five minutes and immediate payment. Each day, milk is

collected no more than 10 miles from the farmer, with this nationwide, decentralized, collection process. Amul developed a computerized quality testing machine, which makes the process transparent and fair to the farmer, and buys exclusively from womena decision which has increased the status of the women, while developing a positive brand image for India's largest food products business

PROLIFERATION AND EXTENSION OF FOOD BRANDS Food items are primarily processed to extend its shelf life and to preserve its nutritional value. The secondary purpose of processing of food is to deliver convenience, taste and appeal to the target consumers. Depending upon what consumer segments we are targeting the processing methods, type of food and its taste and packaging and total presentation varies widely. In a country like India where local taste preferences differ from region to region it poses a much bigger problem to produce food products which can have a much larger acceptance and hence a bigger market potential. But there are some food categories and types for which there is a universal acceptance and hitherto Indian processed food industry only were processing those generic categories of foods for all India market. Even new entrants in the processed food industry were only adding brands in the traditional sectors. We have witnessed this phenomenon before liberalization in different categories. And as a result, mortality rate of processed food brands were quite high. For example, when Amul came into the market with their Amul Butter -Polsons butter disappeared from the scene. And the successful brand went on

extending it to other categories. Having tasted success, Amul brand has been extended across a range of items.

PRODUCT RANGS

Here is the list of the products of Amul dairy cooperation LTD.

List of Products Marketed: Bread spreads:

Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulab jamuns Amul Mithaee Gulab jamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk

Amul Lassee

Amul Ice creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Choc bar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Amul Kool Koko Amul Kool Milk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Milk Food

Including cheese, cheese spread, and shrikhand, chocolate and ice-cream.

QUALITY POLICY At Amul Pvt. ltd. Quality is a relentless commitment to continuous improvement in the product, process and system provide consistent quality product to meet out customer requirement through out the company. Main qualities objective are as follows: To focus on customer and successfully meet their To manufacturer effective product at competitive To implement system to ensure prevention of error To ensure safety in all operation and to follow the To continuously trained people to build up their need and requirement. price and to improve the quality of life of common masses. rather then detection of error. system in all errors of operations. skills and expertise ad thus involve them to become committed to the quality process. To reduce wastage within the organization and increase productivity. DATA SOURCE:- {WWW.AMUL.COM}

DISTRIBUTION CHANNEL OF AMUL PVT LTD 1. Amul has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product in the peak season. 2. Supply should be regular to all the outlets including those that lie in the pocket Roads and not just in the outlets which lie on the easily accessible routes. 3. Since the penetration of Amul products in eateries is the worst among all the channels, the company ought to adopt strategy like supplying free menu cards, which has the company logo printed on them; this will not only increase the penetration of the product in the outlets, but also improve the market sales. 4. The company should also ask its distributors to supply its products on a bill to bill based credit system with at least all the reliable retailers, so that the product penetration in the outlets increases in terms of percentage of units stocked at a time in the outlet, this would also look appealing to the customer who would instead like to pick up the product at first glance.

5. Credit is the 2nd biggest factor that influences the penetration of the product into the retail outlet. So company should give the credit to all outlets. 6. Given the fact that margin offered to the retailer is not similar in the case of the Competitors product. For this fact, the company should give good margin to the Retailers than the competitors. 7. Due to the lack of awareness of milk product in Cochin, the company should be advertised of the product by print and electronic media especially in local channel and newspapers 8. Discount is also an important factor of stocking decision for retailers. So, company should give discount to all retailers for influencing the stocking. 9. Company should also give the replacement offer to those outlets which is running With small business. 10. Only fresh product should be supply in the outlet. The main cause of the supply of fresh product is that customer always wants fresh product. They dont want to take 3 or 4 days old product.

DISTRIBUTION CHANNEL

factory

distribution Agents

export

Retailer

consumer

PRODUCT FEATURES & CONSUMER Product and its feature are one of those marketing tools that the firm uses to pursue its marketing objective in the target market. MC CARTHEY classified such marketing tools into four broad groups that he called the four Ps of marketing. Product Price Place Promotion The particular marketing variable under each P

Product

price

place

promotion

Product variety

list price

channel

sales

promotion

Quality Design

discount allowance

coverage assortment

advertising sales force

Feature public relation Brand name marketing Packaging Size Service Warranties credit term inventory direct

Here one should always bear in mind the four Ps represent the seller view of the marketing tools available for influencing buyers. From the buyers point of view, each marketing tools is desired zero deliver a customer benefit.

OBJECTIVE OF THE SURVEY Today India is the most potential market, with population of above 1000 million people. The capture the Indian butter market, the butter companies most know the brand image and brand loyalty between the consumer and the consumer perception about different brand of butter. The company must know its potential in the market i.e. market share of the companies Product. To find the answer of the problem research topic was concerned with the market potential of Amul butter in Ghaziabad. RESEARCH OBJECTIVE

To find out major competitors of Amul To find out the market share enjoyed by

butter.

each.

To measure the satisfaction of customers To find out the brand image of Amul butter. To study about consumer satisfaction with To study of project is auditing the butter

dealing Amul butter.

Amul butter.

market SCOPE Survey of customers and dealers dealing in butter.

Ghaziabad

Record feed back from the market and recommended future plan for the operation. Through the survey, it is trying to know, what is the basic difference between our company and other fast moving Consumer goods Companys product in quality, price, packaging etc. through the survey, it would be able to ascertain the weak point of salesman, distributors and other product related in this way may would be able to create effective training package or can give some instructions to make them more effective.

METODOLOGY

1: RESEARCH DESIGN USED: Research is an art of scientific, investigation and systematic research for pertinent information on a specific .I have used descriptive type of research. Descriptive research designing can be used to study: consumer profiles, market potential studies, product usage, attitude surveys, sales analysis, media research and price surveys etc.] 2: DATA COLLECTION METHOD: I have used survey method for data collection. Survey is the most commonly used method. 3: DATA SOURCE: Primary data: The objectives of primary data are formulated on the basis of research objectives. Primary data has been collected personally from various consumers as well as retailers. Secondary data: I collected data from magazines, newspaper and different websites.

4: RESEARCH INSTRUMENT: A. Questionnaire for consumers: a questionnaire consist a se of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is the most common instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which frequently used in collecting field data especially where the survey method is employed. It contains questions and blank tables, which are to be filled by the investigators themselves after getting information from the respondents. 5: TYPE OF QUESTIONNAIRE: Structured, Non-disguised- In this types of questioning the researcher setup a formal list of questions Answers are

frequently limited to a list of alternatives which is stated or implied. 6: TYPE OF QUESTIONS: Multiple choice Dichotomous Close-ended Ranking item questions

7: ATTITUDE MESSUERMENT TECHNIQUES: (A)Direct Personal Interview- A direct personal interview is face-to-face communication with the respondents. The interviewer gets in touch with the respondents ask the questions, and records the answers obtained. (B)Rating Scales-The rating scale involves qualitative description of a limited number of aspects of a thing or traits of a person.

(C) Ranking scales-Under ranking scales (or comparative scales) we make relative judgments against other similar objects. The respondents under this method directly compare two or more objects and make choice among them. I have used method of rank order, under this method of comparative scaling, the respondents are asked to rank their choices. This method is easier and faster than method of paired comparisons.

DATA COLLECTIONS

DATA COLLECTION A sampling plan is a definite plan determined before any data are actually collected for obtaining a sample from given population. (A)Sample Size-50(The standard sample size had chosen by me.) (B)Sampling Technique-I have used Probability sampling for my research report. Under this sampling design every item of the universe has equal chance of inclusion in as ample. (C)Place of the Study- Ghaziabad., Meerut (D)Survey Period- NOV-DEC, 2008 SAMPLING METHOD

In many marketing research project making a census study of the entire universe will be impossible on account of limitation of time and money. Hence sampling becomes inevitable. Sampling is used to collect primary data when source of data for too many to be exhaustively handled. Sampling is an integral part of data collection process. A sampling is only a portion of universe of population. The

success of sampling depends on the extent to which characteristics of the sample truly represent these of the universe. According to Yule, a famous statistician, the objective of sampling is to get maximum information about the parent population with minimum effort. Properly done, sampling produces representative data on the entire population. Term commonly used in sampling population or universe: In marketing research population research population means the aggregate of all elements that are relevant to the scope of the problem under the study. All of them process the characteristics under investigation. When the research defines the characteristics under investigation, automatically it delimits the population. Population need not necessarily means living persons, It may denotes nonliving objects like companies, event or dealers.

Sample is a part of universe that is being studied and which generally reflects most of the traits that universe had. Method of Sampling: Probability Sampling Method. Systematic sampling Area Sampling Non Probability Sampling Convenience sampling Quota Sampling

Judgment sampling

Panel Sampling

In My Project Report I Used Random Sampling Method

MEANING OF PROJECT Project gives us necessary guidance and though for the foundation of business. A project is an essential requirement of business and for motivated person. Prior starting of any project it is necessary to understand the meaning of every letter of word Project each letter of the project has its special meaning that is discussed.

P Planning:- The first step P stands for planning, planning is the word that means prior the construction of any thing and for their arrangement there should be good planning which gives better results in manufacturing the thing that is being prepared as well as it is the bridge of between present and future. R: Resource: R stand for resource as resource give the current idea to promote the work. O: Operative: It is a process of performing various function in systematic way. J: Joint effort: a project cannot achieve its maximum success without the complete cooperation of group member.

E: Engineering: Engineering is a branch of science under which a given task can be performed efficiently with the help of knowledge and technique in a short duration by employing less money. C: Communication: Communication simply means the exchange of ideas, which flows between two or more person as well as from one place to an other place. T: Techniques: Techniques is a simply an art performing a task the project should be finished with different technique of works.

DATA ANALYSIS DATA PROCESSING AND ANALYSIS Processing & Analysis the collected data: - once the field survey is over and questionnaire have been received, the next task is to aggregate the data in a meaningful manner. A number of tables are prepared to bring out the main characteristics of the data. The researcher should have a well thought out framework for processing and analyzing data, and this should be done prior to the collection. it includes the following activities (i) Editing: the first task in data processing is the editing. Editing is the process of examining errors and omissions in the collected data and making necessary corrections in the same. (ii) Coding: coding is the procedure of classifying the answer to a question into meaningful categories. Coding is necessary to carry out the subsequent operations of tabulating and analyzing data. If coding is not done, it will not be possible to reduce a large number of heterogeneous responses into

meaningful categories with the result that the analysis of data would be weak and ineffective, and without proper focus. (iii)Tabulation: tabulation comprises sorting of the data into different categories and counting the number of cases that belong to each category. The simplest way to tabulate is to count the number of responses to one question. This is also called universal tabulation. The analysis based on just one variable is obviously meager. Where two or more variables are involved in tabulation, it is called bivariate or multivariate tabulation. (iv)Analysis: after the all three above steps, the most important step is analysis of the data. Under this step, they can use the various tools of the analysis such as Central Tendency, Dispersion, Correlation co-efficient, Regression Analysis, Test of Hypothesis etc.

BRAND PREFER BY COSTOMER BRAND AMUL MOTHER DAIRY NESTLE BRITANNIA 59 21 12 8 PREFERANCE %

BRAND PREFER BY CUSTOMER

BRITANNI A NESTLE 8% 12% MOTHER DAIRY 21% AMUL 59%

(with the help of survey conducted) DEMAND OF BUTTER IN VARIOUS PACKS

PACKS 500gm 100gm

DEMAND (%) 30 70

500gm 30% 500gm 100gm 100gm 70%

(with the help of survey conducted)

CUSTOMER SEE AT THE TIME OF PURCHASING INFLUENCE PRICE QUALITY PACKAGING GIFT TASTE
30 25 20 15 10 5 0

NO. OF CONSUMER 21 24 18 12 25

21

24 18 12

25

Series1

(with the help of survey conducted) SEASONAL CONSUMPTION OB BUTTER

SEASON MONSOON SUMMER WINTER

CONSUMPTION 20 30 50

MONSOON 20% MONSOON

SUMMER
WINTER 50%

WINTER
SUMMER 30%

(with the help of survey conducted)

PURCHASE OF BUTTERS FREQUENCE TIME DAILY WITHIN TWO TO 5 DAY TWICE A WEEK WEEKLY
45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

FRQUENCE (%) 7 21 33 39

33% 21% 7% DAILY

39%

Series1

WITHIN TWICE A WEEKLY TWO TO WEEK 5 DAY

(with the help of survey conducted)

BRAND AWARENESS

BRAND AMUL MOTHER DAIRY NESTLE BRITANNIA

AWARE % 100 26 37 40

UNAWARE % 0 74 63 60

AWARE NOT AWARE

120% 100% 100% 74% 63% 80% 60% 60% 40% 37% 26% 40% 20% 0% 0% amul mother nestle britannia dairy

awear not awear

(with the help of survey conducted)

ABOUT DEMAND IN VARIOUS PACKS

In my survey I came to find out that small pack is more preferable then large one. So 100gm is more demanded then 500gm. And the percentage demand of each case as follow:

100gm

70%

500gm

30%

24%

Yes No

76%

(with the help of survey conducted)

MEDIA INFLUENCE

MEDIA PRINT OUTDOOR AUDIO / VISUAL TRANSIT

CONSUMER% 11 20 59 10

10%

11% 20%

print outdoor audio / visual transit

59%

(with the help of survey conducted) SOWT ANALYSIS

STRENGTH Wide range of products Brand loyalty Standardized product Extensive distribution network Product are known for providing true value for money WEAKNESS

Amul has a goodwill, but few product need more advertisement.

Due to large product line the company is unable to pay adequate attention to some of its product. OPPORTUNITIES

 Growing market due to increase population, income and changing habit. If Amul bring product for higher income group. The demand for its product may in that area. THREAT There are fours brand of butter in the market but other leading companies are also thinking to approach in this segment. Aggressive advertisement of the competitors.

FINDINGS

1. 2.

Time duration was short. Due to non-availability of mode of transport lots of

inconvenience was faced by the investigator. 3. A large sample could not be taken and systematic

probability was not conducted due to the lack of time. 4. During the course of survey some unavoidable error are

faced such as no response, inaccuracy in response.

5.

The findings are totally based on respondents

prediction and hence can be biased to some extent.

RECOMMENDATIONS

1: Companies distributors and representatives must make the retailers aware about their butter and try to place the product on each and every shelf on the strength of their distribution.

2: Company should advertise its butter through appropriate media.

3: Company should keep MRP slightly lower than amul and provide better service and margin to retailers, so that they push the product.

4: Company should also target the consumer by offering discount coupons or pens /spoon free offer or some other innovative viable for attracting them.

5: Company should use top of space selling or display contest in major markets to create product awareness.

CONCLUSION 1. The brand awareness for Amul butter is more. It is excellent for the company.

2. 100gm packaging are sold more then 500gm packaging. 3. Quality, date of manufacturing, price brand image is the major factor considered for the customer while buying a particular brand.

4. Consumption rate of butter is high in winter and low in summer. 5. Retailer is interested for quality or customer oriented product rather then having the brand with more margin.

6. Butter is consumed in breakfast mostly.

7. The percentage of salt in Amul butter is less then Britannia which is enviable by consumer.

8. Right now Amul is the market leader & Britannia acquires the second position in term of market share.

QUESTIONNAIRE

NAME:--------------------------------------------------------AGE:-------------------------------------------------------------GENDER:-------------------------------------------------INCOME:----------------------------------------------------ADDRESS:----------------------------------------------------------------------------------------------------------------------------------------------------------------------------TELEPHONE NO.(IF ANY)

1: Do you eat butter?

Yes or

No

2: which brand you prefer most?

(a)

Amul

(b)

Mother dairy

(c)

nestle

(d) Britannia

3: which type of package you preferred?

(a)

100gm

(b)

500gm

4: do you think that if the company introduces small pack it would be helpful to improve the sales?

Yes

or

No

5: what do you see at the time of purchasing? Please rank

(a)

Price

(b)

Quality

(c)

Packaging

(d)

Gift

(E) Taste

6: which type of media influence you?

(a)

Print

(b) Outdoor

(c) Audio / visual

(c)

Transit

7: which product has a high quality?

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

8: In which season consumption of butter are more?

(A) monsoon

(B) Summer

(c) Winter

9: how frequently you purchase butter? (a) Daily

(b)

within two to 5 day

(c)

twice a week

(d)

weekly

10: Are you aware butter available in the market? Aware Amul Mother dairy Nestle Amul not aware

SCHEDULE FOR RETAILERS Name of the shop: ______________________________ Contact Person: ________________________________ Address: _____________________________________ Tel. No: _______________________________________ Type of Outlet: Type of Code

o/let Grocery A Eatery B Convenience C 1: Deal in butter? YES NO

A: If yes, which brands are available-

1. Amul 2. Mother dairy 3. Britannia 4. Nestle 5. Other B: Source of procurement: Distributor/Wholesaler/Direct C: If no? Reason for non availability 2. Rank the following Brands according to the demand. Amul Mother dairy

Britannia Nestle Any other Specify____________________

3. Which company gives you more margins? Amul Mother dairy Britannia Nestle

Any other Specify_____________________

4. Average monthly butter sales: __________________

5. Major butter brand sold: ______________________ Any suggestions if any_____________________________

BIBLIOGRAPHY
REFERENCE BOOK: Marketing Research (Author- G C Beri) (Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi) Third Edition (2002) Marketing Management (Author- Philip Kotler) (Publish by Pren Tice-hall of India PVT. LTD., New Delhi) Ninth Edition (2002) Research Methodology (Author- Bhandrai) Print 2004, second edition Magazine Business world India today

WEB SITE: www.amul.com www.businesstoday.com www.britannia.com