SUMMER TRAINING PROJECT AT G.C.M.M.F. (AMUL SAGAR)CONSUMER BUYING BEHAIVOUR MAPPING WITH RESPECT TO AMUL MILK PRESENTED BY:- SANJEET PATNAYAK MBA II YEAR
WHITE REVOLUTION (1946) 26 November 1921 Calicut, Madras Presidency, British Born India (now Kozhikode, Kerala) 9 September 2012 (aged 90) Died Nadiad, Gujarat, India Cause of death Illness Nationality Indian Dr.Verghese Other names "Milkman of India" Kurien“PROFIT GOES TO FARMERS AND NOT TO MIDDLE MAN”
INTRODUCTIONAMUL (ANAND MILK UNIONLIMITED) formed in 1946, is a diarycooperative movement in India.brand name managed by GCMMFowned by approx 2.6 million milkproducers in Gujarat India
VISIONGCMMF will be an outstanding marketingorganization,with specialization in marketing of food anddairy products both fresh and long life with customerfocus and IT integrated. The network would consist ofover 100 offices, 7500 stockiest covering at least everyTaluka. Head quarter servicing nearly 10 lakh outletswith a turnover of Rs.10,000 Cr and serving several co-operatives. GCMMF shall also create markets for itsproducts in neighboring countries.
MISSIONGCMMF endeavor to satisfy the taste andnutritional requirements of the customerof the world through excellence in themarketing by our committed team.Through co-operative networking, we arecommitted to offering quality product thatprovides best value for money.
GCMMF :- Some factsYear of Establishment 1973 17 District Cooperative Milk Producers Unions (16Members Members & 1 Nominal Members)No. of Producer Members 3.18 MillionNo. of Village Societies 16,117Total Milk handling capacity per day 13.67 Million litres per dayMilk Collection (Total - 2011-12) 3.88 billion litresMilk collection (Daily Average 2011-12) 10.6 million litres (peak 13 million)Milk Drying Capacity 647 Mts. per dayCattlefeed manufacturing Capacity 3690 Mts. per daySales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)
AREAS OF OPERATIONBesides India, AMUL has enteredoverseas markets such as Mauritius,UAE, USA, Bangladesh, Australia, China,Singapore, Hong Kong and a few SouthAfrican nations.Other potential markets being consideredinclude Sri Lanka.
OTHER RANGE OF PRODUCTS MILK POWDER Sweetened Condensed Milk Curd Products Amul Ice creams Chocolate & Confectionery Brown Beverage Milk Drink Health Beverage Ready to Serve Soups Recently launched• Amul Ganthiya
REASON TO CHOOSEAs Gujarat Cooperative Milk Marketing FederationLtd. (GCMMF), is Indias largest food product marketingorganisation with annual turnover (2011-12) US$ 2.5 billion.Its daily milk procurement is approx 13 million lit (peakperiod) per day from 16,117 village milk cooperative societies,17 member unions covering 24 districts, and 3.18 millionmilk producer members thats why I have chosen thiscompany.The consumer plays an important part in any organisationthus a study on consumer buying behaviour would be a greatlearning from this project. I always wanted to work in F.M.C.G. sector related tomarket work. This project helped me to study the consumerbuying behaviour of a huge F.M.C.G. Brand i.e. Amul as it isa growing company it helped me to get a gist of this sector.
Objective of the projectPrimary Objective: To know the awareness level among the consumer for the“Amul Milk.” To find out the causes of buying the “Amul Milk.”Secondary Objective : To find out the causes of not buying the “Amul Milk.” To know the awareness level of Amul Gold & AmulDouble Toned milk To study the usage pattern and buying behavior of “AmulMilk.”
Purpose of projectThe main aim of the study was to find theconsumer buying behaviour of Amul Milk.To know the consumer satisfaction level.To know the consumer response to thequality of the product.To know the competitors position inNagpur market.To collect the valuable suggestions of theconsumer in terms of quality of productand services of AMUL.
ANALYSIS & FINDINGSDuring the first seven days of the project I havedaily visited at 4.30 a.m. morning to thedistribution place of AMUL milk at MEDICALSQUARE, Nagpur to know all the activities takesplace regarding to the distribution of milk.During fifteen days I have done survey by fillingup scheduled questionnaire carried out atMEDICAL SQUARE retail outlets , sweetmarts , tea stalls Newspapers Stalls.
ANALYSIS & FINDINGSThirty days convenience to the retailers , sweet martholders tea stallholders , Newspapers stall holder tokeep the AMUL milk & milk products for the sale in theiroutlets , by visiting their outlet as per the particular areasgiven to me by my external guide (AMUL Sr salesexecutive).During eight day we have done group activity likedistribution of boarder , sticker of AMUL ads , posters aswell as publicity of AMUL product at the retail outlet. Wehave also distributed discount coupon to the customer toincrease sale.
Limitations of the StudyLimited time available for interviewing the respondents.As a result of this it was not possible to gather fullinformation about the respondents.The respondents were not very comfortable whilerevealing their correct usage pattern, no cause they mayfeel that they would be called or visited again and again.Non-cooperative approach and rude behavior of therespondents.Language barrierThe time constraint was a major limitation to the study.
FINDINGSDuring the survey, it was found that the market share was approximately70%.It was found that Amul Taaza is the most preferred brand of Amul Milk.It was found that consumers buy Amul Taaza more than Amul Gold.Generally people buy the product because of better quality and brand name.During the survey, it was found that still there consumer that are unawareabout the “Amul Gold Milk.”
FINDINGSThe awareness of Amul Gold Milk was because of Shopkeepers.The price of the "Amul Gold Milk" is Comparatively high as compareto products of other company of same quality.Generally people do not buy" Amul Gold Milk" because of higherprice and because Amul Gold is Buffalo Milk which is not beenpreferred to give to the infants.The awareness of "Amul Double Tonned Milk" was Zero.Advertisement should be given to increase the level of awarenessand sale of the product.
SUGGESTIONSThe price of Amul Gold Milk is high as compared to otherbrands of same quality(higher fat percentage). So theprice should be decreased to increase the sale of theproduct. The G.C.M.M.F. should advertise for the product toincrease the awareness level and sales of the productsspecially for Amul Double Toned milk. The G.C.M.M.F. should launch beneficial schemes forthe retailers.
CONCLUSION From the survey it was found that the awareness level among the customer is high but the market share is comparatively low. The consumer buying of Amul milk because of its Brand name and better taste. Some consumer are unaware of Amul Gold Milk. The awareness level of Amul Double Toned Milk is zero. Consumer do not buy Amul Gold Milk mainly due to higher price of the same category of milk.