Summer training project report on consumer response & trading of kool milk @ amul

A SUMMER TRAINING REPORT ON “AMUL KOOL FLAVOR MILK” “STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR “AMUL KOOL FLAVOR MILK” SUBMITTED TO Shree D. T. RAVAL MANAGER AHMEDABAD DEPOT. GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. AHMEDABAD UNDER THE GUIDANCE OF PROJECT GUIDE Dr. B.K. OZA & Dr. H. D. VYAS SUBMITTED BY AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR. 2

PREFACE The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is the best teacher”. 3

ACKNOWLEDGEMENT With immense pleasure, I would like to present this project report on a market research work on AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd., Ahmedabad. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION, I would like to express my sincere thanks to all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. D. T. Raval, the Branch Manager of AMUL. I would like to give my heartily thanks to Mr. Anil Bayati, who permitted me to get training at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. Vyas, who helped me at every step whenever needed. Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A memorandum part of life. AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR. 4

PROJECT REPORT CONTENTS SECTION A THE PROJECT PROFILE 1. Project Background 2. G.C.M.M.F.: An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situation. SECTION B THE PROJECT- EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Research Objectives 2. Research Design 3. Research Duration 4. Sampling Design 5. Size of Sample 6. Data Collection Method 7. Sampling Unit SECTION C 1. Sample Profile for Trade Response. 2. Sample Profile for Consumer Behavior. 3. Questionnaire for Trade Response. 4. Questionnaire for Consumer Behavior. 5. Data analysis & interpretation of Trade Response. 6. Data analysis & interpretation of Consumer Behavior. 7. Market Potential of the product. 8. Findings & conclusion. 9. Suggestions. 10. Limitations. BIBLIOGRAPHY 5

SECTION A THE PROJECT PROFILE 1. Project Background & introduction 2. G.C.M.M.F.: An Overview 3. List of products marketed by G.C.M.M.F. 4. Competitive situation. 6

PROJECT BACKGROUND AND INTRODUCTION In the year 1946, the first milk union was established. This union was started with 250 litres 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 from the Sanskrit word “AMULYA”. 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, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul, Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things like of the high quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology of the marketing savvy of a farmers organization. And have a proven moldel for dairy development. 7

G.C.M.M.F.: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat 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. Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.6 million No. of Village Societies: 12,792 Total Milk handling capacity: 10.16 million litres per day Milk collection (Total - 2006-07): 2.38 billion litres Milk collection (Daily Average 2006- 6.5 million litres 07): Milk Drying Capacity: 594 Mts. per day Cattlefeed manufacturing Capacity: 2640 Mts per day Rs Sales Turnover US $ (in million) (million) 1994-95 11140 355 1995-96 13790 400 1996-97 15540 450 1997-98 18840 455 1998-99 22192 493 1999-00 22185 493 2000-01 22588 500 2001-02 23365 500 2002-03 27457 575 2003-04 28941 616 2004-05 29225 672 8

LIST OF PRODUCTS MARKETED BY G.C.M.M.F. Breadspreads: • Amul Butter • Amul Lite Low Fat Breadspread • Amul Cooking Butter Cheese Range: • Amul Pasteurized Processed Cheddar Cheese • Amul Processed Cheese Spread • Amul Pizza (Mozarella) Cheese • Amul Shredded Pizza Cheese • Amul Emmental Cheese • Amul Gouda Cheese • Amul Malai Paneer (cottage cheese) • Utterly Delicious Pizza Mithaee Range (Ethnic sweets): • Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) • Amul Amrakhand • Amul Mithaee Gulabjamuns • Amul Mithaee Gulabjamun Mix • Amul Mithaee Kulfi Mix • Avsar Ladoos UHT Milk Range: • Amul Shakti 3% fat Milk • Amul Taaza 1.5% fat Milk • Amul Gold 4.5% fat Milk • Amul Lite Slim-n-Trim Milk 0% fat milk • Amul Shakti Toned Milk • Amul Fresh Cream • Amul Snowcap Softy Mix Pure Ghee: • Amul Pure Ghee • Sagar Pure Ghee • Amul Cow Ghee • Infant Milk Range 9

• Amul Infant Milk Formula 1 (0-6 months) • Amul Infant Milk Formula 2 ( 6 months above) • Amulspray Infant Milk Food Milk Powders: • Amul Full Cream Milk Powder • Amulya Dairy Whitener • Sagar Skimmed Milk Powder • Sagar Tea and Coffee Whitener Sweetened Condensed Milk: • Amul Mithaimate Sweetened Condensed Milk Fresh Milk: • Amul Taaza Toned Milk 3% fat • Amul Gold Full Cream Milk 6% fat • Amul Shakti Standardised Milk 4.5% fat • Amul Slim & Trim Double Toned Milk 1.5% fat • Amul Saathi Skimmed Milk 0% fat • Amul Cow Milk Curd Products: • Yogi Sweetened Flavoured Dahi (Dessert) • Amul Masti Dahi (fresh curd) • Amul Masti Spiced Butter Milk • Amul Lassee Amul Icecreams: • Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) • Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) • Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) • Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) • Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) • Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Chocolate & Confectionery: 10

• Amul Milk Chocolate • Amul Fruit & Nut Chocolate Brown Beverage: • Nutramul Malted Milk Food Milk Drink: • Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) • Amul Kool Cafe Health Beverage: • Amul Shakti White Milk Food 11

COMPETITIVE SITUATION Following are the major competitors in the Milk Drink sector: Competitors Profile: 1. Amul Kool 2. Amul Kool Flavoured Bottled Milk 3. Amul Kool Thandai 4. Nestle Milk 5. Nestle Slim Milk 6. Rajavadi Mast Milk 7. Gaurav Mast Milk 12

SECTION B THE PROJECT – EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Research Objectives 2. Research Design 3. Research Duration 4. Sampling Design 5. Size of Sample 6. Data Collection Method 7. Data Analysis Method 8. Area of Survey 9. Sample Unit 13

RESEARCH OBJECTIVES 1. To estimate the market potential and perception towards “Amul Kool Flavor Milk.” 2. To find out the frequency of consumption of “Amul Kool Flavor Milk.” 3. To know the awareness level among the retailers for the “Amul Kool Flavor Milk.” 4. To do market analysis in order to study the usage pattern and buying behavior of “Amul Kool Flavor Milk.” 5. To know the awareness level of the consumers for the “Amul Kool Flavor Milk.” 6. To find out the causes of not buying the “Amul Kool Flavor Milk.” RESEARCH DESIGN EXPLORATORY RESEARCH DESIGN RESEARCH DURATION APPROXIMATELY 6 WEEKS SAMPLING DESIGN CONVENIENCE BASIS SIZE OF SAMPLE 150 RETAIL SHOPS & 100 CONSUMERS 14

DATA COLLECTION METHOD 1. PRIMARY DATA Direct Interview through Questionnaire 2. SECONDARY DATA Websites DATA ANALYSIS METHOD GRAPHICAL METHOD AREA OF SURVEY BHAVNAGAR CITY SAMPLING UNIT RETAIL SHOPS & CONSUMERS 15

SECTION C 1. Sample Profile of retailers. 2. Sample Profile of consumers. 3. Questionnaire for retailers. 4. Questionnaire for consumers. 5. Data analysis & interpretation of Trade Response. 6. Data analysis & interpretation of Consumers. 7. Market Potential of the product. 8. Findings & conclusion. 9. Suggestions. 10. Limitations. 16

SAMPLE PROFILE OF RETAILERS SR NO. SHOP NAME AREA 1. Muralidhar Pan Jasonath Chowk 2. Satnam Bakery Nirmal Nagar 3. Diamond Pan Centre NIrmal Nagar 4. Om Sai Pan Centre NIrmal Nagar 5. Bhagavati Provision Store Bhayani Ni vadi 6. Jalaram Kariyana Store Bhayani Ni vadi 7. Atul Provision Store Shastri Nagar 8. Mahadev Pan Parlour Shastri Nagar 9. Yatra Parlour Kalanala 10. Apna Parlour Madhavdeep 11. Super Cold drinks Madhavdeep 12. Ajay Parlour Madhavjyot 13. Mona Bakery Kalubha Road 14. Anand Pan Parlour Kalubha Road 15. Takteshwar Provision Store Kalubha Road 16. Shriji Provision Store Kalubha Road 17. Jain Provision Store Vidhya Nagar 18. Vidhyanagar Provision Store Vidhya nagar 19. Manpasand Bakery Sahakari hat 20. Soni Fast Food Sahakari hat 21. Mahadev Bakery Sahakari hat 22. Amrut Parlour Madhav Hill 23. Rasmalai Opp. Dr. House 24. Laxmi Bakery Opp.Raymond 25. Ashok Ice Cream Dr. House 26. Tulsi Restaurant Kalanala 27. Arazoo Provision Store NationalLojedel 28. Shetty Masoor Café Pirchhalla Sheri 29. Kishore Pan Parlour Anantvadi 30. Shankar Provision Store Anantvadi 31. Laxminarayan Farasan VirabhadraShop 32. Madhuvan Store Devubag 17

33. Shakti General Store Devubag 34. Shri Ram Lassi Centre Devubag 35. Akshar Cream Parlour Devubag 36. Dessert Parlour Devubag 37. Avani Provision Store Tele. Exchange 38. Adarsh Sweet Mart Jamadar Sheri 39. Shreeji Parlour Main Bazaar 40. Mehta Jethalal Undi Vakhar 41. Muni Pendavala Khar Gate 42. Das Pendavala Khar Gate 43. Dharmik Milk Agency Khar Gate 44. Prakeshkumar Mohanlal Nanbha Sheri 45. Krishna Dairy Rupam Chowk 46. Shiv Colddrink Business Centre 47. Bharati Provision Store Vege. Market 48. Muralidhar Pan Parlour Bhidbhanjan 49. Hari Om Provision Store Bhavnagar Para 50. Raj Ashapura Milk Parlour Press Quarter 51. Khodiyar Milk Dairy S. T. Workshop 52. Amar Enterprise Fulsor 53. Poonam Pan Parlour Fulsor 54. Tulsi Colddrink Fulsor 55. Ashirvad Pan Parlour Chitra 56. Gayatri General Store Chitra 57. Amul Parlour Chitra 58. Bhagavati Pan Parlour Chitra 59. Vishwas Bakery & Store Desai Nagar 60. Sita General Store Press Quarter 61. Samarth Juice Centre Sar. Nag. Circle 62. Khodiyar Ice Cream Sar. Nag. Circle 63. Ashapura Parlour Sar. Nag. Circle 64. Amar Provision Store Sindhu Nagar 65. Jainam Provision Store Rupani Circle 66. Dhanalaxmi Store Rupani Circle 67. Ravi Provision Store Gogha Circle 18

68. Haridarshan Provision Store Gogha Circle 69. Kamal Store Gogha Circle 70. Amarlal Bakery Gogha Circle 71. Anmol Bakery Gogha Circle 72. Satnam Provision Store Gogha Circle 73. Jagadish Provision Store Muni Dairy 74. Mahalaxmi Lassi Centre Ambavadi 75. Tirupati Ice Cream Centre Muni Dairy 76. Khodiyar Dairy Farm Muni Dairy 77. Uttam General Store Muni Dairy 78. Sahin Provision Store Muni Dairy 79. Ratnadeep Provision Store Suvidha Townsh 80. Padmavati Provision Store Suvidha Townsh 81. Shivshakti Colddrink Ring Road 82. Vadavali Ice Cream Centre Gogha Jakatnak 83. Chamunda Provision Store Gogha Jakatnak 84. Deepa General Gogha Jakatnak 85. Mukeshkumar Popatlal Store Gogha Jakatnak 86. Ashok Provision Store Ram Mantra Ma 87. Sadguru Pan Store Ram Mantra Ma 88. Prashant Provision Store Ram Mantra Ma 89. Shri Sriyajin Provision Store Ram Mantra Ma 90. Shri Laxmi Provision Store Lakhubhai Hall 91. Shri Ramkrishna Dairy Farm Lakhubhai Hall 92. Sitaram Provision Store Lakhubhai Hall 93. Pandya Provision Store Lakhubhai Hall 94. Sitaram General Store Bhagavati Park 95. Jalaram Provision Store Sagavadi 96. Top-3 Juice Parlour Top-3 Cinema 97. Food Zone Top-3 Cinema 98. Gayatri Pan House Opp. DSP Offic 99. Himalaya Ice Cream Parlour Divanpara Road 100. Shri Nanak Bakery Navapara Chow 101. Lucky Bakery Store Nagar Pole 102. Sugand Ghar Vora Bazaar 19

103. Royal Bakery Divanpara Road 104. Sadguru Bakers & Cake Shop Shrinathaji Naga 105. Bhagavati Provision Store 12 no. Bus Stop 106. Nilakantha Provision Store Gayatri Nagar 107. Amar Provision Store Gayatri Nagar 108. Pancharatna Provision Store Gayatri Nagar 109. Doli Pan Store Gayatri Nagar 110. Ramdev Colddrink Gayatri Nagar 111. Paras General Store Ring Road 112. Dev Provision Store Devaraj Nagar 113. Bombay Fastfood Cresent Circle 114. Shrinivas Provision Store Cresent Circle 115. Om General Store Meghani Circle 116. N X Zone Rubbery Factory 117. Parth General Store Don Chowk 118. Vijay Provision Store Don Chowk 119. Sadgurukrupa General Store Don Chowk 120. Krishna Lassi Parlour Don Chowk 121. Krishna Colddrink & Pan Parlour Don Chowk 122. Bhagyalaxmi Provision Store Diamond Chow 123. Akshar Provision Store Opp. Blood Ban 124. Lucky Provision Store Shishuvihar Cir. 125. Nazaf Store Shishuvihar Cir. 126. Santosh Pan Parlour Prabhudas Talav 127. Rajchamunda Bakery Bordi Gate 128. Khodiyar Restaurant Dipak Chowk 129. Sunny Provision Store Last Bus Stop 130. Cash & Carry Talaja Road 131. Ankur Consumer Talaja Road 132. Shriji Consumer Talaja Road 133. Novelty Bakery Talaja Road 134. Shreenathaji Provision Store Hill Drive 135. Tulsi Provision Store Sanskar Mandal 136. Famous Amul Parlour Sanskar Mandal 137. Ami Provision Store Sanskar Mandal 20

138. Shraddha Provision Store Sanskar Mandal 139. Shree Ramkrishna General Store Sanskar Mandal 140. Madhur Consumer Store Op.Devumatem. 141. Gopal Bakery Sindhu Nagar 142. Shankar Provision Store Sindhu Nagar 143. Ramdev Cold drink Sindhu Nagar 144. Sadguru Provision Store Sindhu Nagar 145. Ramkrishna General Store Sindhu Nagar 146. Dharmendra Provision Store Atabhai Road 147. Yash Consumer Store Atabhai Chowk 148. Rajshakti Parlour Atabhai Chowk 149. King Bakers & General Store Atabhai Chowk 150. Goodluck General Store Opp. Centralsalt 21

SAMPLE PROFILE OF CONSUMERS NAME ADDRESS 1. Mr.Amit K. Derara Kalubha Chowk 2. Mr.Abhishek Gupta Waghawadi Road 3. Mr.Nitin Patel Mahavir Palace 4. Mr.Manoj Gohil Nirmal Nagar 5. Mr. Jaydee Rav Mahavir Palace 6. Mr. Jay Patel Hill Drive 7. Mr. Nirav Gajjar Ahmedabad 8. Mr. Tarang Sachaniya Kalvibid 9. Mr. Rajesh Dabhi Vijayraj Nagar 10. Mr. Haradevsinh Gohil Kalvibid 11. Mr. Rajesh Lathiya Kalvibid 12. Mr. Vipul Desai Pirachhalla Sheri 13. Mr. Jignesh Gadhi Rajkot 14. Mr. Khodabha Kanani Boratalav 15. Mr. Kishore Kamaliya Sindhunagar 16. Mr. Rajesh Khimanee Sindhunagar 17. Mr. Chirag Desai Sindhunagar 18. Mr. Jitendra Solanki Gayatrinagar 19. Mr. Haribhai Bhatt Kalvibid 20. Mr. Bhavesh Patel Kalubha Chowk 21. Mr. Raju Raychura Kalanala Chowk 22. Mr. Chandresh Jadav Kalvibid 23. Mr. Javerbhai Mavani Fariyadka 24. Mr. Paresh Thakkar Jail Road 25. Mr. Chirag Solanki Bharatnagar 26. Mr. Bhavesh Rathod Gogha Road 27. Mr. Jagdish Rathod Kumbharvada 28. Mr. Nayan Mongia Kanbivad 29. Mr. Bharat Pathak Tulsi Park 30. Mr. Bhavin Lakhani Ayodhyanagar 31. Mr. Dharmendra Pandya Sitaramnagar 32. Mr. Dhiren Pathak Sagwadi 33. Mr. Kuldeepsinh Gohil Ambala-Sihore 34. Mr. Haradevsinh Gohil Tana-Sihore 35. Mr. Nikhilesh Dixit Press Quarter 36. Mr. Jignesh Mehta RLY Stadium Col. 37. Mr. Vishalsinh Gohil Ambala-Sihore 22

38. Mr. Kalpesh Parekh Subhashnagar 39. Mr. Dhirubhai Kataria Kalvibid 40. Mr. Nirmal Shethwala Shivnagar 41. Mr. Rajanikant Kataria Kalvibid 42. Mr. Viral Viradia Rajkot 43. Mr. Rajiv Viradia Rajkot 44. Mr. Dinesh Vala Kalvibid 45. Mr. Dixit Shethwala Shivnagar 46. Mr. Dhirubhai Wala Bharatnagar 47. Mr. Yogesh Raval Mohannagar-Sids. 48. Mr. Rajesh Patel Shantinagar 49. Mr. Sunil Joshi Kalvibid 50. Mr. K.V. Rana Kalvibid 51. Mr. Kamlesh Patel Hill-Drive 52. Mr. Ramanik Soni Hari-Om Nagar 53. Mr. Himmatlal Harasora Devubag 54. Mr. Bipinsinh Shah Sanosara 55. Mr. Hariprasad Raval Sanosara 56. Mr. Bharat Agheda Budhel 57. Mr. Vikramsinh Raval Sagwadi 58. Mr. Nitin Solanki Kumbharwada 59. Mr. Pradeep Solanki Kumbharwada 60. Mr. Manhar Maru Kumbharwada 61. Mrs. Kailash Vegal Amar Society 62. Mrs. Jaya Beladiya Amar Society 63. Mrs. Champa Limbani Amar Society 64. Miss Shital Chavada Khodal Chowk 65. Mrs. Hansaben Chavada Amar Society 66. Miss Divya Chavda Amar Society 67. Miss Silky Dhameja Sindhunagar 68. Mrs. Kokila Dave Gogha Circle 69. Miss Dhruti Mehta Sanskar Mandal 70. Dr. N. A. Raninga Hill Drive 71. Mrs. Kumud Raval Ram mantra Mandir 72. Mrs. Ruksana Panjawani Talaja Road 73. Mrs. Uma Mehta Rubber Factory Circle 74. Mrs. Magna Makwana Kalvibid 75. Miss Asmita Mandaliya Vadva Chora 76. Miss Aarti Patel Vijayrajnagar 77. Miss Dhara Patel Vijayrajnagar 23

78. Miss Priti Patel Subhashnagar 79. Mrs. Divyaba Jadeja Opp. Central Salt 80. Miss Janki Patel Hill Drive 81. Mrs. Neeta Makwana Hill Drive 82. Mrs. Bhavana Kawa Hill Drive 83. Mrs. Manjula Makwana Ridhi Park 84. Miss Deepti Rathod Gayatrinagar 85. Mrs. Madhuri Solanki Kumbharwada 86. Miss Priyanka Pandya Rubber Factory Circle 87. Mrs. Nandu Solanki Kumbharwada 88. Miss Tejal Jani Kanabivad 89. Mrs. Ila Oza Saradarnagar 90. Mrs. Kailash Vegad Kumbharwada 91. Mrs. Rachana Gohil Sahakarnagar 92. Mrs. Hetal Gohil Sahakarnagar 93. Miss Sunita Budhadev Vijayrajnagar 94. Miss Khanjan Vhara Devarajnagar 95. Miss Bansi Pandya Shivaji Circle 96. Mrs. Bharati Boricha Kumbharwada 97. Mrs. Hansa Makwana Kumbharwada 98. Mrs. Kantu Makwana Kumbharwada 99. Mrs. Ranjan Makwana Kumbharwada 100.Mrs.Nirmala Boricha Kumbharwada 24

QUESTIONNAIRE FOR RETAILERS SHOP NAME: AREA: ADDRESS: 1. Do you keep Amul’s products? (A) Yes [ ] (B) No [ ] 2. Do you know about “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 3. How do you come to know about “Amul Kool Flavoured Milk”? (A) By distributors [ ] (B) By customers [ ] (C) By other shopkeepers [ ] (D) Others [ ] 4. Do you keep “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 5. Which kind of flavor is the most popular in your shop? (A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ] 6. How many bottles do you sell in a month? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 7. Did you keep “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 8. Why do you not keep “Amul Kool Flavoured Milk”? (A) As distributors still not approach you. [ ] (B) Customers do not buy this product. [ ] (C) You feel that this product will not sale. [ ] (D) You do not get regular supply/service. [ ] (E) Other reasons. [ ] 9. Retailers view about why consumers do not buy “Amul Kool Flavoured Milk”? (A) Unawareness about product. [ ] (B) Does not like taste. [ ] (C) Higher Price. [ ] (D) Other reasons. [ ] 10. How much stock do you keep approximately? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 11. Do you think that the packaging of “Amul Kool Flavoured Milk” is attractive? (A) Yes [ ] (B) No [ ] 12. Do you think that logo of “Amul” is required to increase the sale of “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 25

13. What are your ideas about to increase the sale of “Amul Kool Flavoured Milk”? (A) Price should be decreased. [ ] (B) Change in the taste. [ ] (C) Improvement in the promotion system. [ ] (D) Other ideas. [ ] 14. Why do people buy “Amul Kool Flavoured Milk”? (A) Better quality. [ ] (B) Good taste. [ ] (C) Cheaper than other products. [ ] (D) Hobby [ ] (E) Other reasons. [ ] 15. Do you get sufficient stock of the product? (A) Yes [ ] (B) No [ ] 16. Which other brands do you keep? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ] (E) Other brands 17. Which is the most popular brand at your shop? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ] (C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ] (E) Other [ ] 18. How much profit do you get on other products? (A) Less than “Amul Kool Flavoured Milk [ ] (B) Same as “Amul Kool Flavoured Milk [ ] (C) More than “Amul Kool Flavoured Milk[ ] THANK YOU 26

QUESTIONNAIRE FOR CONSUMERS CONSUMER NAME: AGE: ADDRESS: 1. Do you know about “Flavoured Milk? (A) Yes [ ] (B) No [ ] 2. Do you know about “Amul Kool Flavor Milk”? (A) Yes [ ] (B) No [ ] 3. How did you come to know about “Amul Kool Flavoured Milk”? (A) By friends [ ] (B) By relatives [ ] (C) By shopkeepers [ ] (D) By advertisement (E) Others [ ] 4. By which media of advertisement you knew about “Amul Kool Flavored Milk”? (A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ] 5. Do you buy “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 6. Why do you buy “Amul Kool Flavoured Milk”? (A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ ] (D) Branded company [ ] (E) Other reasons [ ] 7. Which flavor do you like most in the “Amul Kool Flavoured Milk”? (A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ] 8. Why do you not buy “Amul Kool Flavoured Milk”? (A) Unawareness [ ] (B) Don’t like taste [ ] (C) Higher price [ ] (D) Other reasons [ ] 9. Did you buy “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 10. Which other brands do you buy? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Amul Kool Chocolate Milk [ ] (D) Other product [ ] 11. Which brand do you like most? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ] (C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ] THANK YOU 27

DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE 1. Do you keep Amul’s products? Yes 94.00% No 6.00% 6.00% 94.00% Yes No Out of 150 retailers, 94% (141) retailers keep Amul’s products and only 6% (9) retailers do not keep Amul’s products. 28

2. Do you know about “Amul Kool Flavoured Milk”? Yes 80.67% No 19.33% Awareness of "Amul Kool Flavor Milk" 19.33% 80.67% Yes NO Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F. needs to go for aggressive marketing strategies to get attention in the market. 29

3. How do you come to know about “Amul Kool Flavoured Milk”? By distributors 57.85% By customers 13.22% By other shopkeepers 14.05% Others 14.88% Mode of awareness to retailers 14.88% 14.05% 13.22% 57.85% Distributor Customers Other shopkeepers Others From the entire sample retailers, majority 57.85% (70) retailers were come to know about the product by distributors, so other modes of communication needs to be exercised properly for creating more awareness among retailers. 30

4. Do you keep “Amul Kool Flavoured Milk”? Yes 47.11% No 52.89% Do you keep "Amul Kool Flavor Milk"? 47.11% 52.89% Yes No As it can be seen in the graph that majority of the retailers do not keep “Amul Kool Flavoured Milk.” Only 47.11% (57) retailers keep “Amul Kool Flavoured Milk.” So the G.C.M.M.F. needs to advertise its product. 31

5. Which kind of flavor is the most popular in your shop? Kesar 50.88% Rose 21.05% Elaichi 28.07% Most popular flavor 28.07% 50.88% Kesar Rose 21.05% Elaichi Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is the 2nd most popular flavor in the Bhavnagar city. So the G.C.M.M.F. needs to advertisement for the flavor of Rose and Mango. 32

6. How many bottles do you sale in a month? 1 to 5 66.67% 6 to 10 19.30% More than 10 14.03% Bottles sold in a month 1 to 5 6 to 10 14.03% 66.67% More than 10 19.30% 33

57 retailers keep “Amul Kool Flavor Milk”, out of them 66.67% (38) retailers can sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day. 7. Did you keep “Amul Kool Flavor Milk”? Yes 66.94% No 33.06% Retailers who were kept earlier 33.06% Yes No 66.94% 34

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailers were not keeping “Amul Kool Flavor Milk”. So the G.C.M.M.F. needs to advertise its product. 8. Why do you not keep “Amul Kool Flavor Milk”? Distributors still not approach you. 3.13% Customers do not buy this product. 54.69% Feel that this product will not sale. 6.25% You do not regular supply. 6.25% Other reasons. 29.36% Reasons for not keeping the product 3.13% 29.69% 54.69% 6.25% 6.25% Dist. Not approached you Customers don't buy feel that this product will bot sale don’t get teguler supply other reasons 35

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer do not purchase this product. So the G.C.M.M.F. needs to advertise its product. 9. Retailers view about why consumers do not buy “Amul Kool Flavor Milk”. Unawareness about the product. 29.97% Do not like taste. 6.61% Higher price . 52.07% Other reasons. 17.36% Perception of Retailers about not buying the product by consumers 17.36% 29.97% Unawareness about product Does not like taste Higher Price 6.61% 52.07% Other reasons 36

As per the retailers view, 52.07% (63) retailers say that due to higher price, customers do not buy this product. Where as 23.97% (29) retailers say that they are not aware about the product. So there is need of advertisement. 10. How much stock do you keep approximately? 1 to 5 8.77% 6 to 10 7.02% More than 10 84.21% STOCK OF THE GOODS 8.77% 7.02% 1TO 5 6TO10 More than 10 84.21% 37

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where as 8.77% (5) retailers keep 1 to 5 bottles in the stock. 11. Do you think that the packaging of “Amul Kool Flavor Milk” is attractive? Yes 71.90% No 28.10% Is packaging of the product is attractive? 28.10% 71.90% Yes No 38

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is attractive. So the packaging of the “Amul Kool Flavor Milk” is attractive. 12. Do you think that the logo of “Amul” is required to increase the sale of the product? Yes 69.42% No 30.58% Requirement of "Amul" logo. 30.58% Yes No 69.42% 39

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say “yes” and 30.58% (37) retailers say “no”. So the logo of “Amul” is required to increase the sale of the product. 13. What are ideas about to increase the sale of the “Amul Kool Flavored Milk”? Price should be decreased 68.60% Change in the taste 9.09% Improvement in the system 19.01% Other ideas 3.30% Ideas to increase the sale 3.30% Price should 19.01% 68.60% be decreased Change in the taste 9.09% Improvement in the promotion Other ideas 40

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and 19.01% (23) retailers are in favor of improvement in the promotion strategy. So the G.C.M.M.F. should advertise to increase the sale of the product. 14. Why do people buy “Amul Kool Flavor Milk”? Better quality 56.20% Good taste 23.14% Hobby 2.48% Other reasons 18.18% Reasons of buying the product by customers 18.18% Better quality Good taste 2.48% Cheaper than other products Hobby 23.14% Other reasons 56.20% 41

56.20% (68) retailers believe that the consumers buy this product because of better quality. 23.14% (28) retailers say about good taste. So the quality of the product is good. 15. Do you get sufficient stock of the product? Yes 92.98% No 7.02% Sufficient stock of the product 7.02% Yes No 92.98% 42

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the product. So the production management of the G.C.M.M.F. is good. 16. Which other brands do you keep? Amul Kool 43.32% Amul Kool Thandai 29.36% Amul Kool Chocolate Milk 18.35% Other brands 9.17% Other brands kept by shopkeepers 9.17% Amul kool 18.35% Amul Thandai 43.32% Rajwadi mast 0.00% Amul kool 29.36% choclate milk other brands9 43

Out of 109 retailers, 43.12% (47) retailers keep “Amul Kool” while 29.36% (32) retailers keep “Amul Kool Thandai” while 18.35% (20) retailers are keeping “Amul Kool Flavor Milk”. 17. Which is the most popular brand at your shop? Amul Kool Chocolate Milk 6.94% Amul Kool 40.28% Amul Kool Flavor Milk 41.67% Other brands 11.11% Most popular brand 11.11% 6.94% Amul Kool 0.00% 40.28% Chocolate Milk Amul Kool Amul Kool 41.67% Flavored Milk Rajvadi Mast Others 44

Out of 72 retailers, 41.67% (30) retailers say about “Amul Kool Flavor Milk.” While the “Amul Kool” is the 2nd most popular brand. 18. How much profit do you get on other brands? Less than “Amul Kool Flavor Milk” 38.46% Same as “Amul Kool Flavor Milk” 15.38% More than “Amul Kool Flavor Milk” 46.15% Profit margin on other brands compare to "Amul Kool FlavorMilk" 38.46% 46.15% 15.38% Less than "Amul Kool Flavor Milk" Same as "Amul Kool Flavor Milk" More than "Amul Kool Flavor Milk 45

Out of 39 retailers, 46.15% (18) retailers are getting profit more than “Amul Kool Flavor Milk” while 15.38% (6) retailers are getting same as “Amul Kool Flavor Milk.” DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR 1. Do you know about “Flavor Milk”? Yes 74% No 26% Awareness of “Flavor Milk” 26% Yes No 74% 46

Out of 100 consumers, 74% (74) people know about “Flavor Milk” and 26% (26) people do not know about “Flavor Milk.” So the G.C.M.M.F. should advertise for product to increase the level of the awareness and sales of the product. 2. Do you know about “Amul Kool Flavor Milk”? Yes 74% No 26% Awareness of “Amul Kool Flavor Milk” Awareness 26% Aa Yes No 74% 47

Out of 100 consumers, 74% people know about “Amul Kool Flavor Milk” and 26% people don’t know about “Amul Kool Flavor Milk.” So the G.C.M.M.F. should advertise to increase the level of awareness and sales of the product. 3. How did you come to know about the “Amul Kool Flavor Milk”? By friends 13.51% By relatives 9.46% By shopkeepers 38.57% By advertisements 34.29% Others 8.11% Know about “Amul Kool Flavor Milk” 8.11% 13.51% By friends 34.29% 9.46% By relatives By shopkeepers By advertisement 38.57% Others 48

Out of 74 consumers, 38.57% (27) consumers have come to know about the product by shopkeepers and 34.29% (24) people have come to know by advertisement. So the G.C.M.M.F. needs more advertisement to increase the sale of the product. 4. By which media of advertisement you knew about “Amul Kool Flavor Milk”? Newspapers 20.83% Television 45.83% Magazine 8.33% Others 25.00% Media of advertisement 25.00% 20.83% Newspaper Television Magazine 8.33% Others 45.83% 49

Out of 24 people who have come to know about this product, from them 45.83% (11) consumers have known by television and 8.33% (2) consumers have known by magazine. So the G.C.M.M.F. should increase the advertisements. 5. Do you buy “Amul Kool Flavor Milk”? Yes 77.03% No 22.97% Buying of the product 22.97% Yes No 77.03% 50

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17) consumers do not buy this product. So the G.C.M.M.F. should launch beneficial strategy for the consumers to increase the sale of this product. 6. Why do you buy “Amul Kool Flavor Milk”? Good quality 36.84% Good taste 47.37% Cheaper than other product 1.75% Branded company 14.04% Other reasons 0.00% Reasons of buying the product 0.00% 14.04% Good quality 1.75% 36.84% Good taste Cheaper than other product Branded company Other reasons 47.37% 51

Out of 57 consumers, 36.84% (21) consumers buy because of good quality, 47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase because of branded company. 7. Which flavor do you like most in the “Amul Kool Flavor Milk”? Rose 19.30% Mango 8.77% Elaichi 35.09% Kesar 36.84% Flavor like most in the “Amul Kool Flavor Milk” 19.30% 36.84% 8.77% Rose Mango Elaichi Kesar 35.09% 52

Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango. So Kesar is the most popular flavor in Bhavnagar city. 8. Why do you not buy “Amul Kool Flavor Milk”? Unawareness 60.47% Don’t like taste 2.32% Higher price 11.63% Other reasons 25.58% Reasons of not buying the product Unawareness 25.58% Don't like taste Higher price Other reasons 11.63% 60.47% 2.32% 53

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness, 25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers do not buy because of higher price. 9. Did you buy “Amul Kool Flavor Milk”? Yes 72.97% No 27.03% Did you buy “Amul Kool Flavor Milk”? 27.03% Yes No 72.97% 54

Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product. And the 27.03% (20) consumers were not buying this product in the past. 10. Which other brands do you buy? Amul Kool 26.32% Amul Kool Thandai 7.02% Amul Kool Chocolate Milk 38.60% Other product 8.77% Other brands purchased by consumers 8.77% 26.32% Amul Kool Amul Kool Thandai Amul Kool Chocolate Milk Other product 38.60% 7.02% 55

Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk, 26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product except Amul Kool Flavor Milk. 11. Which brand do you like most? Amul Kool Chocolate Milk 30.30% Amul Kool Flavor Milk 45.45% Amul Kool 15.15% Amul Kool Thandai 3.03% Others 6.06% Brand like most 6.06% 3.03% Amul Kool 30.30% Chocolate Milk 15.15% Amul Kool Flavor milk Amul Kool Amul Kool Thandai Others 45.45% 56

Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most, 30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people like Amul Kool Thandai. So most of the people like “Amul Kool Flavor Milk.” MARKET POTENTIAL OF THE PRODUCT Bottles sold in a month by 57 retailers. Approximately Middle Value Retailers Total 1 to 5 3 38 114 6 to 10 8 11 88 More than 10 13 8 104 Total 306 Approximately 306 bottles may be sold in a month. Total Bottles sold in a year by 57 retailers. 306 * 12 = 3672 Approximately 3672 bottles may be sold in a year. Total retailers of the Bhavnagar city who keep this product Out of 150 retailers, only 57 keep this product. So, out of 500, how many keep this product? 500 * 57 = 190 150 Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product. 57

Total bottles sold in a year by 190 retailers. 3672 * 190 = 6, 97,680 Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A, 18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong to class E. Here we will count only A, B, and C class of the total population that is 49%. So, Out of 100, we will select only 49 So, out of 7, 50,000, how many we should select? 7, 50,000 * 49 = 3, 67, 500 100 Out of the total population, we will select 3, 67, 500. Now in my research work, the sample size of the consumers is 100. In that 74 people are belonging to A, B, and C class to whom we will select. Out of these 74 people, 57 are the consumers of this product. Now we will find the total consumers of this product in the Bhavnagar city. Total consumers in the city. Out of 74 people, 57 buy this product Then out of 3, 67, 500, how many buy this product? 3, 67, 500 * 57 = 2, 83, 074 74 2, 83, 074 people buy this product. Frequency of the consumers to buy the product. Here we will divide the total bottles sold in a year with the consumers. 58

6, 97, 680 = 2.46 2, 83, 074 So we have found that the frequency of the consumers is 2.46 per year. That means every 2 years, the consumer buys 5 bottles. FINDINGS & CONCLUSION  During the survey, it was found that still there 19.33% retailers are unaware about the “Amul Kool Flavor Milk.”  From the survey it was found that only 47.11% retailers keep “Amul Kool Flavor Milk.” Because customers do not buy the product according to the retailers.  The price of the product is very high as compare to its quantity of the product.  Kesar is the most popular flavor in the “Amul Kool Flavor Milk.”  Generally people buy the product because of better quality and brand name.  74% people are aware about this product in Bhavnagar city.  Advertisement should be given to increase the level of awareness and sale of the product.  From the awareness level, more than 77% people buy this product.  From the consumers view, more than 47% people buy this product because of good taste.  The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the 2nd most popular brand in the Bhavnagar city. 59

 The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a year is 6, 97, 680.  The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5 bottles. SUGGESTIONS In order to maintain and increase the sales in the city of Bhavnagar, the following recommendations regarding “Amul Kool Flavor Milk”; particularly regarding promotional policies is hereby suggested;  The price of the product is so high. So the price should be decreased to increase the sale of the product.  The G.C.M.M.F. should advertise for the product to increase the awareness level and sales of the product.  The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the sale of the product. 60

LIMITATIONS  Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents.  The respondents were not very comfortable while revealing their correct usage pattern, no cause they may feel that they would be called or visited again and again.  Non-cooperative approach and rude behavior of the respondents.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 61

BIBLIOGRAPHY 1. Research Methodology by C.R. Kothari 2. www.amul.com 3. www.google .com 62

Summer training project report on consumer response & trading of kool milk @ amul

by Gurjeit Singh on Jul 04, 2010

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Summer training project report on consumer response & trading of kool milk @ amul — Document Transcript