A Study on Consumer Perception about Amul Ice Cream
1. 1
A
RESEARCH PROJECT REPORT
ON
“‘Consumer Perception about AMUL ice cream in comparison
to VADILAL ice cream’ in, Ghaziabad”
For
Submitted For the Partial Fulfillment
Of Degree Of
Master of Business Administration (M.B.A)
(Affiliated to Mahamaya Technical University, Lucknow)
SUBMITTED TO: SUBMITTED BY:
Mr. Ajay Varshney Aslam Khan
Roll no.- 1109670011
2. 2
CERTIFICATE
This is to certify that the project titled “CONSUMER PERCEPTION ABOUT
AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN,
GHAZIABADis carried out by Aslam khanRoll No.- 1109670011under
the guidance of Mr. AJAY VARSHNEYtowards the partial fulfillment for the
award of degree of Master of Business Administration (MBA) from Mahamaya
Technical University Noida.
This is bonafide record of the work carried out by above mentioned student in
the certificate.
It is further certified that this project has been submitted to Mahamaya
Technical University Noida for the partial requirement of curriculum of the
study.
Mr. Ajay VarshneyDr.SurendraTiwari
(Faculty, V.I.T.) (HOD, MBA)
3. 3
Preface
Research projects are a momentous part of management studies. To manage
complexities of the organization in today’s changing competitive environment a
manager is supposed to have deep knowledge of present market. The present report is
prepared on the topic "Consumer Perception about AMUL ice Cream In comparison to
VADILAL ice cream in Ghaziabad".
The project has been done as a part of course requirement of MBA program .The
report emphasis mainly on Amul with other brand in the market. It is based in market
research done in Ghaziabad market. The report contains all the detail about all the
products of Amul in Ghaziabad city.Its specification and the analysis of the market with
the help of questionnaire.
The report has been made conclusive and suggestive. I hope that this report will
prove to be useful to the organization as and will be able to provide useful information
to its readers.
Aslam Khan
Roll no. 1109670011
MBA 2nd year
VIET (Dadri G.B. Nagar)
4. 4
Acknowledgement
My first regards are to almighty Allah it was my trust and belief on him, which enable
me to embark upon this task, move on the righteous path and reside the realism of facts.
I feel privileged in expressing profound sense of gratitude and in depthness to Mr. Ajay
Varshney who has generously provided the chance to work at the esteemed field of
FMCG his guidance, constant encouragement and inspiration where instrumental in the
completion of this research he always allowed me to encroach upon her precious time
and ensured her generosity with ideas.
I would like to express my sincere gratitude to Mr. SurendraTiwari (HOD) for his
valuable guidance constant supervision and support during the research.
I also take the opportunity to thank all those who helped me in completing my projects
in various ways.
Aslam Khan
5. 5
DECLARATION
I hereby declare that the information presented is correct to the best of my knowledge
and the analysis is as per the norms and guidelines provided for the report. I have
utilized the requisite concepts and applied the required methodologies to analyze the
primary data collected to reach the conclusion present in the report.
I claim the report to my indigenous work and have not been presented anywise for any
purpose,what-so-ever.
Date:Aslam Khan
Place: (Signature of Student)
Contents
6. 6
Chapter No. Content Page No.
1. 1.1-Introduction Of Project
1.2- Statement of Problem
1.3- Company Profile
1.4- Product Profile
07
11
12
18
2. 2.1-Objectives Of The Study 21
3. 3- Need & Scope For The Study 23
8. 8
CHAPTER 1
1.1 INTRODUCTION
Before business can develop marketing strategies, they must understand what
factors influence buyer’s behavior and how they make purchase decisions to satisfy
their needs and wants. Buyers are moved by a complex set of deep and subtle
emotions.
Consumer behavior is the study of when, why, how, and where people do or do not
buy a product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups.
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service.
It studies characteristics of individual consumers such as demographics and
behavioral variables in an attempt to understand people's wants. It also tries to
assess influences on the consumer from groups such as family, friends, reference
groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behavior analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on
consumer retention, customer relationship management personalization,
customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
The project is research-based project done in accordance to find the consumer
perception about Ice-cream brands. Research based project focuses on exploratory
research where I tried to find out perception of consumers towards ice cream and
determination of market potential.
9. 9
Company wanted to know that what is the potential of ice cream in Ghaziabad City,
which is developing in fast pace. Questions related to ice cream were asked to make
consumers aware about the qualities of ice cream.
Questions have been asked after keeping in mind the motive of the project i.e. to
know Consumer Perception about AMUL ice Cream In comparison to VADILAL ice
cream existing in the market.
Consumers were asked that what their expectations from the company are whenever
they purchase ice cream.
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Competitors of AMUL:-
Major dairy products manufacturers
Smith KlineBecham limited Horlicks, Maltova,
Viva
Malted Milkfood, ghee, butter,powdered
milk, Milk fluid and other milk based baby
food.
IndodanIndustries Limited Indiana
Condensed milk, skimmed milk powder,
whole milk powder, dairy milk whitener
chilled and processed milk.
GCMMF
Amul
Butter, Cheese and other milk products
H .J. Heinz limited
Farex, complain,
glactose,bonniemix,
vita milk.
Infant Milkfood malted Milkfood.
Britannia Milkman Flavored milk, cheese, Milk powder,
ghee.
Cadbury
Bournvita Malted food
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1.2 STATEMENT OF THE PROBLEM
As we know that customer is the king of any business, It is
essential to understand customer expectations their
preferences towards the product and their needs and wants.
Without understanding consumer behavior no companies can
survive.
It serves as a feedback from the consumer and provide the
companies the message regarding the consumer attitudes,
companies position, competition, opinions of the consumer
regarding the product etc.
Now a days almost all the companies involves in collecting the
data from consumers regarding their product and brand. They
employee marketing people to let them know consumer
behavior.
By keeping all this points in mind, as consumer behavior plays
a vital role for any organization, this project“CONSUMER
PERCEPTION ABOUT AMUL ICE-CREAM IN COMPARISON TO
VADILAL ICE-CREAM IN, GHAZIABAD “does the same.
13. 13
1.2
Company Profile
The Birth of Amul
It all began when milk became a symbol of protest.
Founded in 1946 to stop the exploitation by middlemen.
Inspired by the freedom movement.
The seeds of this unusual saga were sown more than 65 years back in
Anand, a small town in the state of Gujarat in western India. The exploitative
trade practices followed by the local trade cartel triggered off the cooperative
movement. Angered by unfair and manipulative practices followed by the
trade, the farmers of the district approached the great Indian patriot
SardarVallabhbhai Patel for a solution. He advised them to get rid of
middlemen and form their own co-operative, which would have procurement,
processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance of
leaders like Morarji Desai and Tribhuvandas Patel, they formed their own
cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd.
began with just two village dairy co-operative societies and 247 litres of milk
and is today better known as Amul Dairy. Amul grew from strength to strength
thanks to the inspired leadership of Tribhuvandas Patel, the founder
Chairman and the committed professionalism of DrVergheseKurien,who was
entrusted the task of running the dairy from 1950.
The then Prime Minister of India, LalBahadurShastri decided that the same
approach should become the basis of a National Dairy Development policy.
He understood that the success of Amul could be attributed to four important
factors. The farmers owned the dairy, their elected representatives managed
the village societies and the district union, A they employed professionals to
operate the dairy and manage its business. Most importantly, the co-
operatives were sensitive to the needs of farmers and responsive to their
demands.
At his instance in 1965 the National Dairy Development Board was set up with
the basic objective of replicating the Amul model. Dr. Kurien was chosen to
head the institution as its Chairman and asked to replicate this model
throughout the country
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The Amul Model
The Amul Model of dairy development is a three-tiered structure with the dairy
cooperative societies at the village level federated under a milk union at the district
level and a federation of member unions at the state level.
Establishment of a direct
linkage between milk
producers and consumers by
eliminating middlemen
Milk Producers (farmers)
control procurement,
processing and marketing
Professional management
15. 15
The Amul model has helped India to emerge as the largest milk producer in the
world. More than 15 million milk producers pour their milk in 1,44,246 dairy
cooperative societies across the country. Their milk is processed in 177 District Co-
operative Unions and marketed by 22 State Marketing Federations, ensuring a better
life for millions.
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Organization
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's
largest food product marketing organization with annual turnover (2011-12) US$
2.5 billion. Its daily milk procurement is approx. 13 million lit (peak period)
per day from 16,117 village milk cooperative societies, 17 member unions
covering 24 districts, and 3.18 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly
known as 'AMUL', which aims to provide remunerative returns to the farmers
and also serve the interest of consumers by providing quality products which are
good value for money. Its success has not only been emulated in India but
serves as a model for rest of the World. It is exclusive marketing organisation
of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices
and has a dealer network of 5000 dealers and 10 lakh retailers, one of the
largest such networks in India. Its product range comprises milk, milk powder,
health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer,
chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a
"Trading House" status. Many of our products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA Award from Government of India for Excellence in Dairy
Product Exports for the last 13 years. For the year 2009-10, GCMMF has been
awarded "Golden Trophy' for its outstanding export performance and
contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus and dependability,
GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Award in1999 in Best of All
Category. In 2002 GCMMF bagged India's Most Respected Company Award
instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna
Bajaj National Quality Award - 2003 for adopting noteworthy quality
management practices for logistics and procurement. GCMMF is the first and
only Indian organisation to win topmost International Dairy Federation
Marketing Award for probiotic ice cream launch in 2007.
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the
courage to dream. To hope.To live.
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GCMMF - An Overview
Year of Establishment 1973
Members
17 District Cooperative Milk Producers' Unions
(16 Members & 1 Nominal Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity per day 13.67 Million liters per day
Milk Collection (Total - 2011-12) 3.88 billion liters
Milk collection (Daily Average 2011-
12)
10.6 million liters (peak 13 million)
Milk Drying Capacity 647 Mts. per day
Cattle feed manufacturing Capacity 3690 Mts. per day
Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)
Our Member Unions
1.Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
3. Sabarkantha District Cooperative Milk Producers' Union Ltd.,
Himatnagar
4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur
5. Surat District Cooperative Milk Producers' Union Ltd., Surat
6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara
7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10. Ahmedabad District Cooperative Milk Producers' Union Ltd.,
Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers' Union Ltd.,
Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd.,
Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar.
24. 24
CHAPTER2
OBJECTIVES OF THE STUDY
As the market share of the Amul Company is not substantial as in other parts of the country,
they are facing tough competition from local companies. Company wants to know what
common consumer thinks about ice cream and what they expect from their family brand i.e.
Amul.
What does company expects to do by solving the problem?
Every company expect something for which it conducts research and try to solve the problem,
here also by this project” To study the consumer perception of Amul ice-cream in comparison
to other brands”.
Price sensitivity of the consumer.
To know the expectations of the consumers.
Preference of the consumer.
Effect of advertisement on consumer buying behavior.
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CHAPTER3
NEED &SCOPE FOR THE STUDY
Before business can develop marketing strategies, they must understand
what factors influence buyersbehavior and how they make purchase decision
to satisfy their needs and wants.
This study helpful to know in which stage the brand would be in industrial
Life Cycle.
This study aims towards collecting information about consumers Psychology
towards wireless Amul Ice cream and thus helping AMUL in understanding
customer’s nature and help in developing strategies which will thus help them
in increasing their business.
It is done to understand what consumers consider while going for purchasing
Amul Products.
By this study we came to know how the organization retaining and sustaining
its customer,
The main purpose of this project is to study consumers buying
behavior and develop strategies which help AMUL in increasing their market
share.
This study is mainly focused on various factors that affect consumers buying
decision. Such as social, psychological and personal.
The survey was conducted among different groups and all possible local
areas in Noida were considered for the study. The sample size was of 150
people who included people from various age groups and different income
levels. The data was collected through filling of questionnaire and interview
.
27. 27
The survey helped in understanding the various factors that influenced the
buying decisions of the customers and understanding their needs when it
comes to Amul Ice cream.
This study helps to understand the satisfactory level of consumers towards
the brand. And also understanding the consumer attitudes and their buying
motives by means of company brand image.
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CHAPTER 4
REVIEW OF LITERATURE
LITERARY REVIEW:
Psychologists have long been interested in the topics of buying and shopping
behavior. Some major perspectives in psychology such as behaviourism and
cognitivism have formulated different theories to explain buying motivation and
behavior. The behaviorists stress the process of operant conditioning and
individual’s history of reinforcement, while the cognitive approach puts its accent on
individual’s free will and intentional, voluntary action. The views of these two
perspectives can be examined in terms of the nature of buying behavior and the
process of choice.
Based on their different conception about the nature of buying behavior, the
behaviourist and the cognitive theorists have different views on the process of choice
when buying. The behaviorists propose that consumer choice begins with an
external stimulus such as an advertising message or word-of-mouth communication.
Etc. However, the cognitive psychologists adopt a different approach to explain the
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process of choice. They consider the choice of buying as a rule-following
behaviorEtc.
To the behaviorists, therefore, choice of buying is simply a behavior, the only way of
acting in a given set of circumstances defined in terms of controlling contingencies.
On the other hand, the cognitive theorists present choice of buying as an outcome of
internal, mental deliberation and psychological decision. Actually, although the
behaviorists and the cognitive theorists have different ideas of the content of choice,
they do share similar view on the unconscious feature of choice (rather involuntary
response to discriminative stimulus and the following of rules).
THEORITICAL REVIEW:
Consumer is the king and it is the consumer who determines what a business is.
Therefore, a sound marketing program should start with a careful analysis of the
habits, attitudes, motives and needs of consumers.
Consumer behavior is prerequisite though the process is highly complicated.
At the same time, a firm’s ability to establish and maintain satisfying exchange
relationships depends on the level of understanding of buying behavior. Thus, buying
behavior is the decision process and acts of people involved in buying and using
products.
Need for Understanding Consumer Behavior
Knowledge of consumer behavior would render immense help for planning and
implementing marketing strategies.
Secondly, the proof of establishing consumer orientation in the marketing. This is
known only when marketing mix is developed to include positive answers to the
questions listed in the beginning of this chapter.
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Thirdly, by gaining a better understanding of the factors that affect buyer behavior,
marketers are in a better position to predict how consumers will respond to
marketing strategies.
Finally, consumer is the principal—a priori of business. The efficiency with which a
free market system of enterprise operates, in the last analysis, depends upon the
extent of consumer understanding possessed by the business cannot possibly fulfill
its obligations in a meaningful and responsive manner. This is exactly the reason
why consumer behavior is given importance in modern marketing.
Consumer Decision Behavior
It is a usual behavior with most consumers to seek the objective of
creating maintaining a collection of goods and services that provides current and
future satisfaction.
The various types of consumer decision-making vary considerably and are classified
as follows:
Routine response behavior.
Limited decision-making, and
Extensive Decision-making.
1. Routine decision behavior- is usually found in the cases of frequently
purchased and low-cost items. They are also aware of alternative brands, for
instance, if you intended to buy a particular would switch over to a second preferred
brand of their choice. Thus, products that are bought through routine response
behavior are purchased quickly with very little mental effort.
2. Limited decision-making -Itis pertinent in the case of purchases made
by the consumers less frequently. The investment needed also will be comparably
high. Hence, the consumers may acquire information about all possible brands and
some amount of mental exercises would follow to arrive at a decision about all
possible brands. Thus, limited decision-making requires a moderate amount of time
for information gathering and deliberation.
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3.Extensive decision-making- It is required when a consumer wants to
purchase unfamiliar products which is totally new, having high unit value and bought
preferably once in his life time. Before such a product is bought, the consumer uses
many criteria for evaluating alternative brands and substitute products and spends
much time in seeking information and deciding on the purchase. An interesting but a
notable point in this connection is that the type of decision-making need not
necessarily remain constant. The following illustrates the variations more clearly.
Very High Moderate Very Low
Factors Influencing Consumer Buying Behavior:-
Several factors determine the buying behavior of consumers. These factors
may be classified as follows:
Extended
Consumer
Decision-
making
Limited
Consumer
Decision-
making
Routine
Consumer
Decision-
making
Level of
Prior
Experience
Frequency
of
Purchase
Amount of
Perceived
Risk
Time
Pressure
Degree of
Search
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(1) Personal Factor:
These include factors unique to a particular person. Numerous personal factors
influence purchase decisions:
(a) Demographics
Individual characteristics such as age, sex, race, ethnicity, income, occupation
and family life cycle are called demographics. These have a bearing on who is
involved in family decision-making.
(b) Life styles
Life style means an individual’s pattern of living expressed through activities,
interests and opinions. Life style patterns include the ways people spend-time, the
extent of their interaction with others, and their general outlook on life and living,
people partly determine their own life styles and partly these are shaped by
personality and demographics.
(c) Situation.
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Situational factors are influences resulting from circumstances, time and location that
affect the consumer buying behavior.
(2) Social factors:The factors that other people exert on buying behavior
are called social factors. These factors are as follows:
(a) Roles and Family
Role means the activities that a person is supposed to perform. A person
occupies several positions and, therefore, he/she has many roles.
(b) Reference Group
A reference group is any group that exercises a positive are three major
types of reference groups—membership, aspiration and dissociative. A reference
group may serve as an individual, point of comparison and source of information.
(c) Opinion leader
The reference group members who provides information about a
specific share that interests members of the group is called opinion leader. An
opinion leader is likely to be most influential when consumers have high product
involvement buy low product knowledge, when they share the attitudes and values of
the opinion leader and when the product details are numerous and complicated.
(d) Social Class
A social class means an open group of individuals with similar social
rank. Quite often people in a society are classified into upper, middle and lower
classes on the basis of their income and occupation. Consumers belonging to a
particular social class tend to have common behavioral patterns. They may have
similar attitudes and values.
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(e) Culture and Sub-cultures
Culture is the aggregate of customs, beliefs, values, and objects that a
society uses to cope with its environment and passes on to future generations. Our
culture determines what we want and wear,. It also influences how we buy and use
products. Cultural changes affect marketing mix.
(3) Psychological factors:
Factors that operate within individuals and determine their general
behavior are as follows:
(a) Perception
Perception is the process of selecting, organizing and interpreting
information to derive meaning. Different people perceive the same thing at the same
time in different ways.
(b) Motives
A motive means an internal force that orients a person’s activities
towards need satisfaction. A set of motives affects a buyer’s actions. Motives that
influence where a person buys products on a regular basis are known as patronage
motives. These include location, price, variety, service and behavior of sale people.
Marketers use depth interviews, projection and other methods to know and
understand the motives of buyers.
(c) Learning
Changes in an individual’s behavior due to information and experience
are called learning. A consumer tends to repeat purchase actions which create
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satisfaction. Inexperienced buyers use price as an indicator of quality more
advertisements, salespersons, friends and relatives. They also learn by buying and
using products.
(d) Attitudes
Attitude refers to an individual’s enduring evaluation, feelings and
behavioral tendencies toward an object or idea. An individual’s attitudes remain
generally stable and do not vary from moment to moment. Attitudes play a significant
role in determining consumer behavior.
(e) Personality
Personality refers to a set of internal traits and distinct behavioral
tendencies that result in consistent patterns of behavior. An individual’s personality is
the outcome of heredity and personal experiences. It makes the individual unique..
Personality influences the type of brand and products purchased.
(f) Self-concept
Self-concept of self-image means a person’s perception or view of
himself. Individuals develop and alter theirself-=concept through interaction of social
and psychological dimensions. Research shows that a buyer purchases products
that reflect and enhance the self-concept. A person’s self-concept may also influence
selection of products category and brand.
Consumer Buying decision Process
The process which consumers proceed while making their buying decisions is
known as the consumer buying decision process. This process consists of five
stages a s shown in following fig.
Arrows connect all the elements in the decision process and show the
impact of demographics, social factors, and psychological factors upon the process.
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Arrows show feedback. (a) Shows the impact of social and
psychological factors
(b) Shows the impact of a purchase on social and psychological factors
such as social class.
Roles and
Family
The stages in consumer buying decision process are below:
1. Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired state and
an actual condition. The speed with which a consumer recognizes the problem can
be quite fast or slow. Sometimes, a person has a problem or need but is unaware of
it. Marketers use advertising, personal selling and other methods to help trigger
recognition of such needs or problems.
2. Information search
After recognizing the problem or need, a buyer search for product information
that can resolve the problem or satisfy the need. There are two types of information
search. In the internal search which is our self and external search which consists of
friends, relatives, and media. Marketers repeat advertisements and use visuals to
increase consumer learning of information.
3. Evaluation of alternatives
Stimulus
Problem
Awareness
Informatio
n Search
Evaluation of
Alternatives
Purchase
Decision
Post-purchase
Behaviour
Person
Specific
Influences
Social &
Psychologic
al Influences
38. 38
A successful information search yields a number of brands that a buyer views
as possible alternatives. This group of products/brands is called the buyer’s evoked
set. Various objective and subjective characteristics that are important to the buyer
are used to evaluate the alternatives. Cost and warranty are examples of objective
criteria whereas brand image and style are examples of subjective characteristics.
4. Purchase
In this stage the buyer chooses the product or brand to be bought. Product
availability may influence which brand is purchased. The terms of sale (price,
delivery, warranty, maintenance agreement, installation and credit arrangement) are
settled finally, the actual purchase takes place.
5. Post-purchase behavior
After the purchase, the buyer begins evaluating the product to ascertain if its
actual performance meets the expectations. Many criteria used in evaluating
alternatives are applied again for this purpose. The outcome of this stage is either
satisfaction of dissatisfaction. Shortly after purchasing an expensive product, a buyer
doubts whether he make the right decision.
Buying Motives of Consumers
A buying motive means what induces a customer to buy a product. There is a
buying motive behind every purchase. But the motive may differ from one buyer to
another. Buying motives may be classified as follows:
1. Internal and External Motives
Internal buying motives are inherent in the minds of consumers. They arise
from the basic needs like hunger, safety, comfort, pleasure, etc. internal buying
motives may be rational or emotional.
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External buying motives are those which a customer learns or acquires from
his environment. Social status, social acceptance, achievement, etc. are examples of
such motives. Income, education, occupation, religion, culture, family and social
environment influence external motives.
2. Rational and Emotional Motives
Buying motives are those which are based on logical reasoning and
consideration of economic consequences. They include the cost, durability and
dependability of the product/service.
Emotional buying motives are based on personal feelings. These
motives include ego, prestige, love and affection, status, pride, etc.
3. Product and Patronage Motives
Product motives are of two types-primary and secondary. Primary
buying motives are the reasons due to which consumers buy one class of products
rather than another. These motives arise directly from human needs and wants.
These include the desire for health, beauty, knowledge, relaxation, recognition, etc.
Secondary or selective buying motives induce consumers to buy certain kinds
of products. These include desire for convenience, dependability, durability,
economy, versatility, etc.
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RESEARCH PROBLEM
The problem of the research was “Consumer perception about Amul ice-cream in
comparison to other brands in the market” of Ghaziabad.
RESEARCH OBJECTIVES:
The purposes for which the study is undertaken are:
1. To find out the image of Amul ice cream.
2. To assess the awareness about Amul ice cream qualities.
3. To obtain the opinion of customers t about Amul ice cream with reference
of price.
4. To know that what does Customer looks for while buying ice cream.
5. To know the impact of advertisement and promotion on consumer buying
behavior.
6. To find out impact schemes on consumer buying decision.
7. To make a comparative analysis of Amul&Vadilal on the parameter
8. To make the suitable suggestion on the basis of it.
Research
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The advanced learner’s dictionary of current English lays down the meaning of research
as “a careful investigation or enquiry especially through search for new facts in any
branch of knowledge”.
Redman and Mory define research as a “systematized efforts to gain
new knowledge”.
In common terms research can define as scientist and systematic search for pertinent
information. On a specific topic research comprises defining problems, collecting,
organizing and analyzing data, suggesting solutions and researching conclusion so that
they fit to the suggested solutions.
Types of Research:
1. Descriptive Research- Descriptive Research includes surveys and fact-
finding enquiries of different kinds. The major purpose of descriptive
research is description of the state affairs, as it exists at present.
2. Analytical Research- In this the researcher has to use facts or
information already available, and analyze there, to make a critical
evaluation of the material.
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3. Applied Research- Applied Research aims at finding a solution for an
immediate problem facing a society or an industrial business organization.
Research aimed at certain conclusion facing a concrete social or business
problem is an example of applied research. The central aim of applied
research is to discover a solution for some pressing practical problem.
4. Fundamental Research – F.R mainly concerned with generalization and
with the formulation of the theory. “Gathering knowledge for knowledge
is sake is termed ‘pure’ or ‘basic’ research”. Research concerning some
natural phenomenon or relating to pure mathematics are examples of
fundamental research.
5. Quantitative Research- Quantitative research is based on the
measurement of quantity or amount. It is applicable to phenomenon that
can be expressed in terms of quantity.
6. Qualitative Research- Qualitative Research is concerned with qualitative
phenomenon, i.e. phenomenon relating to or involving quality or kind. For
instance, when we are interested in investigating the reasons for human
behavior, we quite often talk of innovation research important types of
qualities research. This type of research aims at discovering the
underlying motives and desire.
7. Conceptual Research- Conceptual Research that relates to some abstract
ideas or theory. Philosophers and thinkers to develop new concept or to
reinterpret existing once generally use it.
44. 44
8. Empirical Research- Empirical Research relies on experience or
observation alone, often without due regards for system and theory.
Research Design
A framework or blue print for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problems. Provides an
accurate snaps sort of sum aspects of market environment. Descriptive
research includes surveys and fact-finding enquiries of different kinds. The
major purpose of descriptive research is the description of the state of affairs
as it exists at present.
The Research design in this study is descriptive research. Researcher selects
the descriptive research design due to the following reasons.
To describe the characteristics of relevant groups, such as customers,
organizations (School and Institute) and market.
To determine the perception of customer about the product
For markets studies; describe the size of market, buying power of the
customer, customer profiles.
For market share studies; which determine the proportion of total sales
received by company and its competitors?
For image studies; which determine (customers) perception about the
company and its products?
45. 45
For product usage studies; areas in use the projectors are in use.
For Advertising studies; which describe media consumption habits and
audience profiles for specific, websites, magazines, newspapers and T.V.
program.
Research Process
Formulating the research problem
Preparing the research design
Determining the sample design
Collecting the data
Analysis of the data
Preparation of the report
Sampling terms
(a)Population: - The aggregate of all the elements sharing some common set of
characteristics, comprising the universe for the purpose of the marketing researcher problem.
46. 46
(b) Census: - A complete enumeration of the elements of a population or study object.
(c) Sample: - A subgroup of the elements of the population selected for the participation in the
study.
(d) Element: - Objects those posses into society by the researcher and about which
inferences are to be made.
Methodology
Methodology provides the way to systematically solve the problem in hand. It may be
considered as a service of studying now the research problemos being solved significantly.
The terms methodology answer in which one of the following available method and techniques
are relevant and which are not regarding the problem in hand.
Hence when whenever a project report is written, the most important think to people mind is
the methodology should be systematic.
The methodology should be clear in the mind of the researcher because this only thing on
which the whole project is based. It provides the guidelines in the mind of researcher to carry
out the project. It provides the right approach to precede the research problem.
RESEARCH METHODOLOGY
47. 47
Research methodology deals with the various methods of research. The purpose of the
research methodology is to describe the research procedure used in the research. Research
methodology overall includes the research design, data collection method and analysis
procedure which are used to explore the insight information form the research problem.
Research Methodology helps in carrying out the project report in by analyzing the various
research findings collected through the data collection methods.
RESEARCH DESIGN
Research design is an important and the vital part of the research. Research design is a
comprehensive master plan specifying the procedure for collecting and analysis the needed
information. Research design provides an excellent framework for the research plan of action.
The function of the Research design is to ensure that the required data is in accordance;
research design is a blue print for the research study, which guides research in collecting and
analysis the data.
Type of Research Design
EXPLORATORY RESEARCH DESIGN
Exploratory research design helps the research in getting the insight information from the
research problem. Generally all the marketing research projects innuendos exploratory
research that helps the researcher in providing the sharp focus of the problem under research.
Exploratory research lays emphasis on the discovering of ideas and possible inside to get the
information needed to carry out the research has used the exploratory form to research design
in the project under study.
48. 48
CONCLUSIVE RESEARCH DESIGN
Conclusive research design is the design, which helps the researcher in studying the research
problem in the conclusive form, this helps the researcher in choosing the possible cause of
action from various alternatives to make a rational design. Hence this type of research is being
used in this research project.
DATA COLLECTION METHOD
The success of any project or market survey depends heavily on the data collection and
analysis. It is necessary that the data collected is a reliable data in order to achieve the
research objective. All data sources can be classified into two data:
1. PRIMARY DATA
2. SECONDARY Data
1) PRIMARY DATA: - Primary data is the data which are fresh and collected for the first time,
and are original in character. There are various Primary data collection techniques, which
have helped in data gathering.
The primary data collection techniques used in the project is as follows:
PERSONAL INTERVIEW METHOD
SURVEY METHOD
QUESTIONNAIRE METHOD
OBSERVATION METHOD
49. 49
EXPERIMENTATION METHOD
2) SECONDARY DATA- Secondary data are those data, which have been already collected or
published for the purpose other than specific research need at hand .This data is simply used
up by the researcher for his purpose of collected the data and its use is now not the same.
The secondary data source here in this project are:-
MAGAZINES
WEBSITES
SAMPLE SELECTION
After the questionnaire for the data collection is being prepared. Next step is to; identify the
universe for that the sample unit is to be chosen as it is not possible to gather information from
the entire universe.
Universe of the Study
The universe of the study, I have selected all consumers residing in
GHAZIABAD and who shopping in Malls, Super Bazaar, near by markets.
Sample Size
Our project Guide, keeping in view the time consideration, determined the size of the sample
arbitrarily. The sample size I have taken 50 units.
Targets Respondents
All the consumers and individuals (they were housewives, working women, students and
professionals) were our target respondents for our questionnaire.
Sampling Techniques
For the study we have taken a sample size of 50 respondents pose non probability sampling
technique. Further we also applied convenience sampling, judgment sampling, as a part of
non probabilistic sampling techniques.
50. 50
Marketing Research Tools
For conducting our marketing research, I have used questionnaire methods for collecting data
abode the consumer preference and effect of television commercial on consumer decision
making process with regard to cosmetic products.
Sources of information
Primary Data: Questionnaire and Ghaziabad Residents.
Secondary data: Website Amul.com
Method used for research
Conclusive research
Conclusive research is the descriptive research, which helps the marketing executive to take a
rational decision
The survey was conducted of consumers living in various reputed localities. During the survey
personal interview was the technique used to collect the required information.
Instrument used-Questionnaire
As the name suggests, in this method asking questions to the people who are thought to have
the desired information collects data. Question may be in oral and written form.
A formal list of such question is called questionnaire.
51. 51
Since the objective of the research was to know the perception of the consumer for the brand
and to know the change in their reception after the advertisement/ prompt ion campaign, it was
therefore necessary to prepare a questionnaire for the consumers of the product.
In the research, structure non-disguised technique has been used since it provides more
objective measurement system. The real objective of the research was not hidden from the
respondents they aware of the topic on which they had to respond.
Sampling Technique Used & Size of the Sample:
Sampling unit
Ghaziabad residents
Sampling units are Ghaziabad city residents and they are contacted randomly to avoid
biasness.
Sample Size:150 (Prime Location)
Sampling extent : Ghaziabad City
The survey was conducted at the prime locations of City.
SAMPLE PROFILE
SAMPLING: Random
A sample Random sample is a generated by a process that guarantees, in the long run, that
every possible sample of a given size will be selected with known and equal probability.
Random sampling has been done so that the whole universe could be covered
LIST OF LOCATION
52. 52
LOCATION NUMBER OF RESPONDENT COVERED
Indrapuram30
Govindpuram 30
Dasna 30
Raj Nagar 15
Mansuri 15
Vaishali 30
=150
ANALYSIS OF THE PROJECT
Brand awareness
Brand People aware
Amul 150
Vadilal 150
Cream bell 120
Kwality walls 150
Mother dairy 135
Gloria 145
Go Go 140
Top n Town 135
Dinshaes 125
Softel 100
brand awareness
Amul
53. 53
Interpretation
Consumers are much more aware about almost all the brands.Amul, Vadilal and Kwality walls
are known by every respondent. Softel is the least known brand among all brands taken into
consideration.
CUSTOMER CHOICE
Brand People Respond (in %)
Amul 20
Vadilal 18
Cream bell 12
Kwality walls 15
Mother dairy 7
Gloria 11
Go Go 4
Top n Town 8
Dinshaes 4
Softel 1
54. 54
Interpretation
Customers given highest preference to brand Amul that means it has greatest customer
choice or people refer to have Amul ice cream rather then go for other ice creams. Amul’s
biggest competitors are Vadilal and Kwality walls in Ghaziabad prime locations.
0
2
4
6
8
10
12
14
16
18
20
RESPONCEIN %
1
brands
CUSTOMER WILLINGNESS
Amul
Vadilal
Cream bell
Kwality walls
Mother dairy
Gloria
Go Go
Top n Town
Dinshaes
Softel
56. 56
Interpretation
Majority of consumers consider price and quality of the product while buying any product sice
in the cities like Ghaziabad people are price sensitive and educated so quality conscious too.
Availability is the second largest factor which influences the purchase.
OPENION ABOUT PACKAGING OF AMUL ICE CREAM SHOULD BE
IMPROVED
Opinion Responses in percentage
Agree 80
Strongly Agree 45
Disagree 20
Strongly disagree 5
0
10
20
30
40
50
60
70
80
responces
1
features
opinion about Amul Packaging
Agree
Strongly Agree
Disagree
Strongly disagree
57. 57
Interpretation
Majority of customers are agreed that company should improve its packaging as it was found
during the survey that they had problem with the packaging especially in the summers there is
problem of leakage found in the party pack. Thus company should work on this area.
Awareness about Amul ice cream attributes
0
20
40
60
80
100
120
responces
Awared Not awere
awareness about Amul Ice Cream attributes
58. 58
Interpretation
Majority of customers are not aware about the Amul ice cream special features. Only 26.67%
people know that Amul ice cream is made up of real milk not from vegetable oil. Thus
company should work on this area. They should increase customer knowledge about the
product so that it can increase product value in the market.
PREFERED CONSUMPTION LOCATION
Place Responses in Numbers
Parloures 45
Home 65
Restaurant 30
Others 10
0
10
20
30
40
50
60
70
responces
Parloures Home Restaurant Others
PLACE
PREFERED CONSUMPTION LOCATION
59. 59
Interpretation
Majority of consumers in Ghaziabad prefer to have Ice cream at their own place but they also
like to have Ice cream at parlors and restaurants. Other places they usually like to have Ice
cream at marriages and formal parties.
Product trial
Interpretation
Almost all the respondent had Amul ice cream at least once in their life. Majority of them are
regular customers. This shows the popularity of the product and customer awareness about
the brand AMUL in Ghaziabad.
0
20
40
60
80
100
120
140
responces
YES NO
consuption of Amul Ice Cream
60. 60
Consumer perception about the product
Opinion Responses in Numbers
Excellent 65
Good 55
Average 20
Not good 10
Very bad 0
Interpretation
0
10
20
30
40
50
60
70
responces
Excellent Good Average Notgood Very bad
Consumer Perception
61. 61
The overall response about the product is positive and customer feel Amul as an excellent
product. This show the good market reputation and customer likeness about the product. It
also reflects the good image of the brand Amul.
Awareness about Amul’s quality
RESPONSE NUMBER OF RESPONDENT
YES 25
NO 125
0
20
40
60
80
100
120
140
Number of
responces
YES NO
rasponce
Awareness about amul's quality
62. 62
Interpretation
Generally respondent perceive the product quality by viewing esthetics only they feel quality is
as it looks they do not know how Amul is different from other brands. Thus company should
work on this area. They should increase customer knowledge about the product so that it can
increase product value in the market.
Schemes People aware
CASH DISCOUNT 10
BULK DISCOUNT 8
COUPON SCHEME 25
1+1 Scheme 125
25% Extra scheme 150
0
20
40
60
80
100
120
140
160
No. of
Respondent
CASH
DISCOUNT
BULK
DISCOUNT
COUPON
SCHEME
1+1
Scheme
25% Extra
Scheme
Schemes
Schemes Awareness in customers
Schemes Awareness in customers
63. 63
Interpretation
Customers are aware about only two schemes mostly i.e. 1+1 scheme and 25% extra scheme
so these are most popular schemes usually. Other schemes like cash discount and bulk
discount are mainly for bulk purchases thus these are not popular within general consumers.
Preferred advertising media:
MODE NO OF RESPONSES
MEDIA 150
TELEVISION 45
NEWSPAPER 30
MAGAZINES 20
HOARDING 53
OTHERS 2
64. 64
Interpretation
Media is the way which includes both print media and television to aware the customers about
Amul ice cream in which majority of respondents come across the advertisements through
hoardings and commercials shown in their television. Thus print media is the major source of
creating awareness among customer.
Response No of respondents
YES 130
NO 20
0
20
40
60
80
100
120
140
160
NO OF
RESPONCES
1
MODES
MODE OF AWARENESS
MEDIA
TELEVISION
NEWSPAPER
MAGAZINES
HOARDING
OTHERS
Effect of advertisement on buying behavior
65. 65
Interpretation
It is found that advertisements affect the buying process of consumer as we can see from our
survey also around 90% respondent are agree with the fact that advertisements affect the
buying process.
Suggestions and Recommendations
After conducting the survey I would like to give few suggestions as follows-
The company needs to work on the advertising strategy in the Ice-cream
division as they are doing in butter division since majority of consumers are
not even aware about the schemes run by the company.
0
20
40
60
80
100
120
140
No of
YES NO
Responses
Effect of advertisement on buying behavior
Respondents
66. 66
Although company has good market share in Ghaziabad City due to it’s Brand
name but it could increase its share significantly through massive direct
marketing because there are still some untouched area where the product is
not regularly available.
There is lot of complaint regarding availability of the product specially in the
summers and regarding packaging of one liter party pack thus should be
eliminated.
There is no single as such exclusive Amulparlour as it is in Delhi, Ahmadabad
and big cities like Bangalore. It is also recommended to open a parlour here
also and the preferred location is Indrapuram.
The packaging material of ice cream party pack should be either container or
plastic sheets instead of being hard board sheets as it is available in other big
cities also.
More schemes should be launched to boost the awareness of the Amul Ice
cream and remain in competition with the foreign players.
In Ghaziabad the strength competition of Amul is with local players like Gloria
in price terms and Dinshaes and Cream bell in quality. Then it is
recommended to introduce the product into two different ranges like one to
compete with local players which should be comparatively low price segment
and other should be quality product having slightly high price.
To enhance the consumer buying and consuming habit company should apply
new promotional tools like mass marketing and customization of the product.
Company should introduce Low fat and less sugar Ice cream segment to
penetrate new market.
Company should target youth and children for the product like Ice-cream and
should know what exactly consumer wants.
67. 67
CONCLUSION
An attempt is made to identify the level of awareness and market perception among the
respondents towards Amul ice cream. It was found during studies that Amul has a very good
market reputation in Ghaziabad city. They have a huge market share and big customer base.
They have a bright future as have many uncovered area and potential customers.
Consumers are satisfied with the quality of the product.
There are lots of varieties available in the market.
Consumers have complaint regarding packaging and some times availability of the product
particularly with the brand Cassatta and Fundoo Range.
In Ghaziabad the strength competition of Amul is with local players like Gloria and go in price
terms and Dinshaes and Cream bell in quality.
There are huge opportunities for the company to open a separate Amul ice cream parlour as
customers have shown great enthusiasm for it.
FINDINGS
A small segment of the respondents think that the Amul is the best brand among suggested
option. All the rest of them think that there are other good options also available like Vadilal
and Cream bell.
Major chunk of the respondents feel that the best feature of Amul is its Quality and taste. The
adequate price of the product is the second valuable feature.
Customers are highly quality and price sensitive in Ghaziabad. Relatively they are more price
sensitive then quality.
68. 68
When asked to recall an advertisement in respect of any schemes launched by company,
almost all the respondents were able to recall only one or two advertisements. Majority of
respondent are not even aware about many schemes.
TV advertising provides a unique blend of sight, color, movement, sound, repetition and
presentation of the products. This helps TV commercials to gain advantage over other Media.
LIMITATIONS
1. The data obtained is focused to Indrapuram, Dasna,Govindpuram, Raj Nagar,
and Mahanagar other areas are untouched then results may vary.
2. Due to shortage of time study was restricted.
3. Inaccessibility to certain areas also restricted the study to a limited sample
size.
4. Customer responses some time affected due to hellow effect or pear
influences.
5. Many times consumers hide the exact information and provide what the
informs wants.
RESEARCH QUESTIONNAIRE
NAME _____________
Age group BELOW 10 21-35 ABOVE 60
(In years) 10-15 36-45
16-20 45-60
Gender MALE FEMALE
69. 69
Marital Status
SINGLE MARRIED
Education
GRADUATE UNDERGRADUATE
OCCUPATION ______________
ADDRESS :-_________________
_________________
_______________
Q.1 How many brands among the following are you aware of?
Amul Gloria
Vadilal Go Go
Cream bell Top n Town
Kwality walls Dinshaes
Mother dairy Softel
Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)
Amul Gloria
Vadilal Go Go
Cream bell Top n Town
Kwality walls Dinshaes
Mother dairy Softel
70. 70
Q.3 While buying Ice-cream which factor do you consider most?
o Quality
o Price
o Availability
o Taste
o Flavor
Q.4 Do packaging affect buying behavior?
Yes No
Q.5 Does Amul Ice cream packaging attract you?
o Agree
o Strongly Agree
o Disagree
o Strongly disagree
Q.6 Are you aware that Amul Ice cream made up of real milk and not
from vegetable oil?
Yes No
Q.7 Does price of Ice cream affect the purchase of branded Ice
Cream?
Yes No
71. 71
Q.8 You like to Enjoy Ice cream at-
o Parlors
o Home
o Restaurant
o Others
Q.9 Have you ever tried Amul Ice cream?
Yes No
Q.10 How do you find Amul Ice cream?
o Excellent
o Good
o Average
o Not good
o Very bad
Q.11 Are you aware with the fact that Amul has been ranked number one brand
due to its quality?
Yes NO
Q.12 Do you know about various schemes run by Amul?
Yes No
Q.13 If yes, among them which are known by you?
o CASH DISCOUNT
72. 72
o BULK DISCOUNT
o COUPON SCHEME
o 1+1 Scheme
o 25% Extra scheme
Q.14 Have you come across any of Amul advertisement?
Yes No
Q.15 Through which media have you come across more of such .
Advertisement?
o MEDIA
o TELEVISION
o NEWSPAPER
o MAGAZINES
o HOARDING
o OTHERS
74. 74
YOUR TIME
BIBLIOGRAPHY
Research Methodology – C.R Kothari, Publisher: New Age
Publications New Delhi, Publication Date: 03-30-2009
Marketing Management- Phillip Kotler 14th
Edition, Publisher:
Pearson Education, Topic – Analyzing Customer Markets
Business World ,Publisher: Ananda Publications, New Delhi,
Edition: July 2012.
Indian Journal of Marketing(ISSN-0973-8703). Topic Consumer
Behavior.
www.amul.com , To check company introduction, list of
products.
