PROJECT REPORT

ON
Study on the Penetration of “Amul Milk” beverages
Product in the retail outlets in the COVID-19 pandemic
situation”

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE MASTER’S DEGREE IN
COMMERCE (M.COM)
NAME : SUPTI MALAKAR
ROLL.NO: 19S4FMC0008
M.COM 4TH SEMESTER
MARKETING
BARRACKPORE RASTRAGURU SURENDRANATH
COLLEGE
AFFILIATED
TO
WEST BENGAL STATE UNIVERSITY

1
 CONTENTS
1. PREFACE
2. ACKNOWLEDGEMENT
3. INTRODUCTION
4. OBJECTIVES
5. INTRODUCTION AND HISTORT
6. CONSUMER BEHAVIOUR
7. MARKETING RESEARCH
8. RESEARCH METHODOLOGY
9. DATA ANALYSIS AND INTERPRETATION
10. FINDINGD
11. SUGGESTION
12. CONCLUSION
13. BIBLIOGRAPHY & WEBLIOGRAPHY

PREFACE
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This Project Reports Is Prepared to tell some elementary and vital
knowledge obtain during this project which is prerequisite to an M.COM
student entering into work field. The report is specially designed to make
you know about the completion of my project. A large no of illustrations
and tables and diagrams have been inserted suitably at the proper place.
This project report is aimed at providing a complete and comprehensive
coverage to the title Study on the Penetration of “Amul Milk” beverages
Product in the retail outlets in the COVID-19 pandemic situation”
This project is based on “ OFFLINE RETAILER SURVEY”.
“RETAILER SURVEY” where according to the questionnaires I have to
asked many question to each customers in the market & which was
amounted to 60 retailer as my respondents. I Wish to express my gratitude
to my respected teachers Mr.Arnab Majumder for the encouragement and
held during project.

ACKNOWLEDGEMENT
Any activity, whether small or large is always enriched with the
synergy effects. Through contribution and suggestion from wide range
of persons in related fields.

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This projects of mine is not exception to the rule as I have required lots
of help and assistance from many people during the conduction of
assignment.
Firstly, I would like to thanks all our respected teachers and the college
authority for providing us with the necessary infrastructural
requirement.
Last, but not the least I would like to extended my gratitude to MR.
ARNAB MAJUMDER who has taken the pains to find out enough time
out of his busy schedule to help us in the preparation of the assignment.

SUPTI MALAKAR
STUDENT OF M.COM
4TH SEMESTER
WEST STATE UNIVERSITY

INTRODUCTION
A Project is an important part of the M.COM Course Which gives an
Opportunity to explore to different aspects of marketing and to meet the
future challenges.

4
For this project, I conducted the market survey Regarding “Study on the
Penetration of “Amul Kool Milk” beverages Product in the retail
outlets in the COVID-19 pandemic situation”

It is necessary to be sure of the quality of the milk you are drinking. Using
the best milk is an intelligent move towards prevention of diseases.

Amul Kool milk are fueling your body with all things good like
carbohydrates, protein, vitamins and minerals. Besides all this essential
things. Thus giving you the pure, best and safest milk.

During this Survey, I came to know many things to be mentioned in this

Project and hope all will understand this.

OBJECTIVES
The Project on “Study on the Penetration of “Amul Milk”.
Was conducts with Regards to the following purpose.

 To find about consumers brand preference via online.

 To identify the various competitors of AMUL Milk.

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  To find the potential of AMUL Milk in my locality.
 To know the brand awareness of AMUL Milk.
 To know the customer’s perception Regarding AMUL Milk.

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

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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.

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.

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.
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.

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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/ Rajiv Gandhi National Award.

The latest one is on 2020: IMC Ramkrishna Bajaj National Quality Award

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.

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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.

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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

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

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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.

Third plant is at Kanjari, which produces cattel feed.

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

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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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 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.

 Buyer behavior is reflected from awareness right through post purchase

evaluation indicating satisfaction and non satisfaction , from purchaser

 Buyer behavior includes communication, purchasing and consumption

behavior

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  Consumer behavior is basically social in nature hence the social factors play
important roles in shaping buying behavior

 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

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?

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  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.

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

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  Influence groups – family, opinion leaders, reference group

 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 consumers needed. When a firm
markets a product or service it should aim to enjoy consumer’s satisfaction & profit maximization.

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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.

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

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“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.

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.

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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 :-
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.

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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:-

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 :-

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The researchers, in the last stage, should follow up this study to find if his recommendation are
being implemented and if not, why

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.

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 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.

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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 West Bengal in the following areas

i.Barrackpore.
ii. Kanchrapara.
iii.Palta.
iv.Halisahar.
v. Naihati.
vi. Defence colony .
vii. Kampa.
viii. . Charapol
ix.Bagmore.
x. Kalyani.
xi. Kakinara.
xii Jagatdal.

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xiii. Jaguli.
xiv. Madanpur.
xv. Palpara.
xvi. Gandhimore.
xvii. Chiriyamore.
xviii.Rajoni Babu Road.
xix. ITI More.

SOURCES OF DATA
Primary sources
 Questionnaire:- A set of questions related to the research topic was formulated. Response
for each questions included in the questionnaire has been collected from the customers.
Apart from collecting different responses from the customers some extra information has been
obtained through face to face interviewing activity.

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

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  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)

4. Method : Through online questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : West Bengal

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.

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  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.

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.

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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:

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.

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 CLASSIFICATION OF CUSTOMERS
BASED ON SEX

70
No. of Respondents

60
50
40 65
Series1
30
35
20
10
0
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.

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 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

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.

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

70
No.of respondents

60
50
40 65
30
20 20
10 10 5
0 Series1
Business Employee House wife Others

Graph No. 5.2

INCOME:

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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

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.

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 ANALYSIS OF MONTHLY INCOME OF RESPONDENTS
40

35

30

25

20
No. of respondents
15
Percentage %

10

0
Below 5000 5001-10000 10001-15000 15001 & above

GRAPH NO: 5.3

PURCHASING FACTOR:

Identification of various factors plays a vital role in consumer behaviour 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

32
Brand image 28 28

Price 20 20

Easy availability 14 14

Others Nil Nil

Total 100 100

` Source: Primary Data

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.

33
 ANALYSIS OF FACTORS TO BUY AMUL MILK
38
40
No. of respondents 28
35
30 20
25 14
20
15
10
5
0
Quality Brand image Price availability

Factors

Graph No. 5.4

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.

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 Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

500 ML 25 25

1-2 Litre 59 59

More than 2 Litres 16 16

Total 100 100

Sources: Primary Data

Table no: 5.5

INTERPRETATION:

25% of the respondents are consuming 500 ML per day. 59% of the respondents are consuming One
to Two litres per day. 16% of the respondents are consuming more than Two litres per day.

From the below table we can conclude that majority of the respondents were consuming one litre per
day.

35
 ANALYSIS OF AVERAGE CONSUMPTION OF MILK PER DAY
70

60

50

40

30

20

10

0
500 ML 1-2 Litre More than 2
Litres

Graph no.5.5

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

36
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 below table we can conclude that majority of the respondents consuming AMUL Milk &
Milk products more than four years.

ANALYSIS PURCHASE DURATION OF THE MILK PRODUCT

37
 Percentage (%)

60
50
40
Percentage (%)
30
20
10
0
6 Months 1-2 Years 3-4 Years More than 4
years
Gr
aph 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 Mil

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:

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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 below table we can conclude that majority of the respondents rated AMUL Milk & Milk
products are of Good Quality.

Analysis of Rating towards Amul Milk Products

50
45
40
No.of Respondents

35
30
48
25
20
15 25 22
10
5 5
0
Excellent Good Average Poor
Rating

Graph no.5.7

VALUE FOR THE MONEY:

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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:

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 below table we can conclude that majority of the respondents are agreed that they are
getting the value for money they paid.

40
 Analysis of Value For Money Paid By The
Consumers
96

100
No. of Respondents

80
60
40
4
20
0
Yes No
Response

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

Sources: Primary Data

Table no: 5.9

INTERPRETATION:

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97% of the respondents were recommended Amul milk and, 03% of the respondents were not
recommended Amul milk and products to others.

From the below table we can conclude that majority of the respondents were recommended Amul
milk.

Analysis of Recommendations

97
No.of Respondents

100
80
60
40
20 3
0
Yes No
opinions

Graph no: 5.9

FINDINGS
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 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 women’s role in the house is dominant, even in the various decisions.

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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.

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

44
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.

SWOT ANALYSIS OF AMUL MILK:-

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.

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WEAKNESS:-

 No supply as per demand.

THREATS:-

 From National & Local players:-

 Mother Dairy
 Metro
 Aashirvaad
 Keventer
 Gomati

OPPORTUNITY:-
 Capture the market where supply of milk is nil.

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.

46
 S.N Murty and U Bhojanna

Website Address : www.amul.com

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 QUESTIONNAIRE
Name : - ______________________________________________

Age : - _________________ Gender : - _________________

1) Which do you consume?

o Pouch milk
o Loose milk
o Both

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

o yes
o No

3) What do you like?

o Quality
o Taste
o Price
o Availability

4) Do you get milk pouch at…………..

o Doorstep
o From retailer

5) Total consumption of milk in a day?

o Pouch milk in litre……
o Loose milk in litre……

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

o 100-200
o 200-300
o 300-400
o 400-500
o Above 500

7) In pouch milk which brand do you prefer?

o AMUL
o Mother Dairy
o Metro
o Aashirvaad
o Keventer

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8) Why you prefer this brand/ due to…………..
o Quality
o Taste
o Price
o Availability

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

o AMUL Gold
o AMUL Taaza
o AMUL Slim & Trim

10) What is the reason for buying AMUL? not buying AMUL?
o Price
o Teste
o Packaging
o Availibility
o Schemes

11) What is the reason for not buying AMUL?

o Price
o Teste
o Packaging
o Availibility
o Schemes

12) How do you scale your pouch milk?

o Poor
o Average
o Good
o Excellent

13) What are your suggestion/ expections from AMUL?

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