CHAPTER I

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 40s, 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.
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.
1

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
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 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.
2

ACHIEVEMENTS:
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.
Amul created history in following areas:
3

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.
Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP
Certificate and effects are got to obtain ISO 14000.
4

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), Indias 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 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 agroeconomic 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

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.

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

Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

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

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 &

Double Toned Milk

1.5% min.

9% min.

Full Cream Milk

6% min.

9% min.

Trim
3.

Gold

10

CHAPTER 2

CONSUMER BEHAVIOUR

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
11

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.

12

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

Situational variables purchase occasion , market communication, shopping

behavior, price , sales influence , product position

CONSUMER SATISFACTION:13

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
consumers needed. When a firm markets a product or service it should aim to enjoy
consumers 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
14

consumers. Perceive product & brand & stores. What their attitudes are before and after
promotional campaigns & how & why they make their consumption decision.

15

CHAPTER-3
MARKETING RESEARCH
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.
16

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 companys 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 associations 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 :A) Survey
B) Observation
17

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

6) Tabulate, Analysis and Interpret the Data:18

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

CHAPTER-4
19

RESEARCH METHODOLOGY
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 consumers 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.

20

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.

21

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

PLACES OF STUDY
The study was conducted in the retail outlets in Raipur in the following areas
i. Amlidih.
ii. New Rajendra Nagar.
iii. Katora Talab.
iv. Priyadarshini Nagar.
v. Shailendra Nagar.
vi. Byron Bazar.
22

vii. Budhapara.
viii. Golbazar.
ix. Telibandha.
x. Bramhpuri.
xi. Kankali Para.
xii Lakhe Nagar.
xiii. Santoshi Nagar.
xiv. Purani Basti.
xv. Sanjay Nagar.
xvi. Sundar Nagar.
xvii. Dagania.
xviii.Deen Dayal Upadhyay Nagar.
xix. Anand Nagar.

SOURCES OF DATA
23

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 in the
past.
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
24

1. Sampling Technique

2. Sample Unit

3. Sample size

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)
People who buy milk available
in retail outlets, superstores, etc
100 respondents (Age ranging
Between 18 yrs to 65 yrs)

4. Method

Direct interview through questionnaire.

5. Data analysis method

Graphical method.

6. Area of survey

7. Timing of survey

Raipur District.

9.00 am to 5.30 pm.

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.

25

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.

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.

26

CHAPTER-5
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

INTERPRETATION:
27

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.

Graph no: 5.1

OCCUPATION:
Occupation is also influences a persons 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.

Analysis of Occupation of the Respondents

28

Occupation

No. of. respondents

Percentage
%

Business

20

20

Employee

10

10

House wife

65

65

Others

05

05

Total

100

100

Sources: Primary Data

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.

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 .
29

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

Sources: Primary Data

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.

30

GRAPH NO: 5.3

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

31

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

Graph No. 5.4

Interpretation:

32

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.

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

Sources: Primary Data

Table no: 5.5

33

Graph no.5.5
INTERPRETATION:
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
34

Percentage (%)

6 Months

05

05

1-2 Years

15

15

3-4 Years

20

20

More than 4 years

60

60

Total

100

100

Sources: Primary Data

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.
From the above table we can conclude that majority of the respondents consuming
AMUL Milk & Milk products more than four years.

35

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.
36

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.

37

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

Sources: Primary Data

Table no: 5.8

INTERPRETATION:
38

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.

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
Recommended

No. of Respondents

Percentage (%)

Yes

97

97

No

03

03

Total

100

100

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Sources: Primary Data

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.

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.

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CHAPTER-6
FINDINGS, SUGGESTION AND CONCLUSION
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.

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 womens 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.

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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.

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.
The factors considered by the customer before purchasing milk are freshness, taste,
thickness and availability.
Finally I conclude that, majority of the customers are satisfied with the Amul milk and
Milk products because of its good quality, reputation, easy availabilities. Some customers are
not satisfied with the Amul Milk because of high price, lack of dealer services, spoilage and
low shelf life etc. therefore, if slight modification in the marketing programme such as
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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.

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BIBLIOGRAPHY & WEBLIOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India
Private Limited, New Delhi.
Periodical:

Business World

Research Methodology:

C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna

Website Address:

www.amul.com

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