This document provides a summary of the determinants of consumer buying behavior for Amul EPIC ice cream in India. It begins with an executive summary that outlines consumer behavior and the dairy industry in India. It then discusses Amul's company profile and the product profile of Amul EPIC ice cream. The theoretical layout section analyzes the SWOT of Amul EPIC and discusses general determinants of consumer behavior. It identifies key psychological determinants like motivation, perception, learning and attitudes that influence the decision to buy Amul EPIC ice cream. Specifically, it analyzes how factors like product communication, brand, price, and availability drive consumer perception and purchase decisions for Amul EPIC.

1. DETERMINANT OF CONSUMER BUYING BEHAVIOR OF
AMUL EPIC ICE CREAM
Submitted to:
Cardiff Metropolitan University
In partial fulfilment of the semester requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by:
BLESSON RAJ
0009VMNVMN1016
Under the guidance of
Dr. Vincent Wee Eng Kim
Faculty, WIC
2016-2017

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TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARY___________________________________________ 3
1.1 CONSUMER BEHAVIOUR___________________________________ 3
1.2 DAIRY INDUSTRY IN INDIA__________________________________ 4
2.0 INTRODUCTION__________________________________________________ 4
2.1 AMUL’S COMPANY PREVIEW_______________________________ 5
2.2 PRODUCT PREVIEW-AMUL EPIC ICE CREAM_________________ 6
3.0 THEORETICAL LAYOUT__________________________________________ 7
3.1 SWOT OF AMUL EPIC_______________________________________ 8
3.2 GENERAL DETERMINANTS OF CONSUMER BEHAVIOUR______ 11
3.3 DETERMINANTS AFFECTING TO BUY AMUL EPIC____________ 13
3.4 AMUL EPIC MARKETING MIX_______________________________ 17
3.5 ADVERTISEMENT OF AMUL EPIC__________________________ 19
3.6 BUYER CONSUMPTION DECESION PROCESS_________________ 20
4.0 CRITICAL ANALYSIS AND FINDINGS______________________________ 22
5.0 CONCLUSION___________________________________________________ 24
6.0 REFERENCE_____________________________________________________ 25

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1.0 EXECUTIVE SUMMARY
This review is focusing on knowing the customer's perspective and acknowledgment towards
Amul EPIC a bar ice cream in the Indian market, and for picking one determinant of shopper
purchasing conduct, this can either be an internal or external variable which impacts client
purchasing essential basic leadership to increase the customer’s perspective towards the
product. Every customer tends to develop a particular photo of the association resulting to
using the thing and organization.
Customers are in a tough spot. Individuals have exposed to different window of information
and varieties of products; many great deal of choices and options available in the market
place impulse their purchase decision. However, the interpretation and decision making is
different among individuals and also influenced by internal consumer behaviour (perception,
altitude, and motivation) and external factors (family roles, peer influence and group
influence).
Amul is the main organization which offers dairy products in India. Amul was established in
1946 to keep away from misuse of middle men in the dairy market. the significant thought
process was to help the farmers and later develop from quality to quality and strength to
strength
The Amul has helped India to develop as the biggest milk maker on the planet. More than 15
million milk makers pour their drain in 1,44,500 dairy cooperative social orders the nation
over. Their milk is handled in 184 District Co-Agent Unions and promoted by 22 State
Marketing Federations, guaranteeing a superior life for millions.(amul.com/m/about-us)
1.1 Consumer Behaviour
Consumer behaviour conduct can be characterized as a man's basic decision behind buying a
specific item. The dairy items rely on upon the components, for example, accessibility,
Affordability, validity taste, and showcasing. The basic clarification of purchaser conduct
depend on who purchases the item? At the point when do they purchase? How would they
purchase? How regularly do they purchase? Through analysing this aspects, we can
determine the major factors influencing buying decision of the consumer. In today’s dynamic
world one item confront many challenges, and the item will succeed just when it crushes the
competitor and substitutes and give a uniqueness in the market. It is reasonable that a client's

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purchasing conduct is fundamentally related in few data along these lines it is vital for an
organization to recognize what all are that data. furthermore, determine that on an item to
reach the client's desire.
As indicated by Philip Kotler (1965) purchasing design specifically affected by value,
amount, accessibility and administration,
Particularly a major segment of purchasers from a developing country like India certainly
depend on price variable or affordability and availability than any other aspects. Amul also
very much focused in Advertisement strategies, assumes an essential part in the purchasing
choice of the client. Advertising and marketing mark acknowledgment and validity
Even though Amul properly preferred company amongst Indians they additionally conduct
promotional campaigns, discount coupons at all around the country. Which has direct impact
on consumer behaviour.
1.2 Dairy Industry in India
Dairy enterprise between India has proven a speedy boom between the time. Milk Products
are on hand of quite a number brand names. Due to health benefits, improved consumerism
the milk enterprise is developing age with the aid of day. India is accountable for 13% of the
world’s total milk production. India is the consumer of own dairy production.
However, with the execution of Operation Flood Program in 1971 the circumstance changed
essentially imports of dairy items lessened to extremely little amounts. In the 1990s imports
and fares kept edging each other out, and from 2001, India has ended up a net exporter of
dairy items. Indian dairy industry is required to extend the generation by triple in next 10
years. and, begin trading more to European countries. After 2003, India's dairy import has
plunged while sends out have expanded at a quick rate, yet the nation's partake in the
worldwide dairy exchange still stays at minor levels of 0.3 and 0.4 percent for fares and
imports individually.
2.0 INTRODUCTION
Consumers are presented with an assortment of sustenance item sorts which is differentiated
in value, quality, bundles, and size. While a man does his shopping on a commonplace
Sunday morning, he enters the neighbourhood general store with a shopping basket on hands,

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filters for a grain box, he snatches one, looks at the crate precisely, returns it to the rack; in
the end, he/she gets the other box lies by it; it takes him two seconds... Anyway, what
influence customers on haphazardly or deliberately selecting sustenance items? What chooses
them to purchase or not to purchase? The investigation of purchaser conduct will clarify such
sort of purchasing conduct. Besides, customer and buying conduct is, actually, a continuous
procedure, not only shows the cooperation amongst customers and producers at the season of
procurement yet it incorporates different stages in the utilization procedure: pre-buy issue,
buy issues and post buy issues. (Solomon, 2013, p. 32)
There are two viewpoints on buyer research ought to be talked about, which are two sorts of
methodologies: Positivist approach and interpretive approach. While constructive approach(
some of the time called innovation) accentuates that human reason is incomparable and there
is a solitary, target truth that science can find; in interpretivism approach( or alleged
postmodernism) , the interpretive underlines the vital of typical, subjective experience and the
possibility that significance is in the brain of the individual in other word people develop
their own implications base on people claim one of a kind and shared social encounters, in
this manner there are no set in stone answers. All the more critically, research relationship in
interpretive approach concentrates on intelligent, helpful with specialist being a piece of the
wonder under review. (Solomon, 2013)
2.1 Company view -AMUL
Amul was set up in 1946 with the significant rationale to help the farmers by giving them
compensation and giving most extreme fulfilment to the purchasers through amazing items.
Presently Amul is mutually possessed by 3.6 million milk makers in Gujrat, India. Amul was
India's biggest milk maker and by the procedure, Amul turned into the most trusted brand in

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India. likewise, meandered into overall market. Dr. Varghese kurien was the founder of
Amul. from 1973-2006 He was the originator and administrator of GCMMF.
The motto of Amul says everything Amul "the taste of India".
GCMMF is India's greatest sustenance item marketer. it is the critical sponsor of things under
the brand under Amul. Its every day milk obtainment is roughly 14.85 million litre for each
day from 18,536 town drain helpful social orders, 17 part unions covering 33 locales, and
3.37 million milk maker individuals. GCMMF has a yearly turnover of US$ 3.4 billion.2.2
2.2 Product Profile
Amul EPIC Ice-cream
Amul EPIC is a very much demanded dessert establishment from Amul which comes mostly
in 3 distinct flavours, Choco Almond, Choco Cappuccino and strawberry blend. the brand
guarantees to offer the best quality ice creams by saying real milk real dessert, the brand
concentrates on next level development in premium quality ice creams.it tastes more smooth
and rich with premium nuts, fruits, and flavour
ice cream in this item has less air circulation contrasted with regular ice cream. To make this
item more premium, the bars are covered with intriguing Belgian chocolate, which is
wealthier in taste when contrasted with standard chocolates. EPIC bars are available for the
price range of ₹30- ₹40(USD=$0.45-$0.60) which is very competitive price compared to
other ice creams. EPIC bar is packed in 80ml stick(amul.com)

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(Source-www.amul.com)
3.0 THEORETICAL LAYOUT
In this section of the study I will discuss one determinant of buying behaviour
conduct, customer’s basic decision making in buying Amul EPIC ice cream.
Why customers buy Amul EPIC?
What elements impact buyer decision?
The changing elements in our general public
3.1 SWOT Analysis
Strength
-Fantastic brandvalue
-Magnificent qualityadministration
-powerful channels of distribution
-Great item portfolio andadvertisement
Weakness
-Huge cost of operations
-Limited international market presence
-failiure in chocolate products.
Opportunity
-Export opportunity
-High and low-end ice creams to cop up in
the market with all range of ice creams
-Focus more on chocolate products
Threat
-expanded competition
-local sweets
-Health consciousness
AMULSWOT
ANALYSIS

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Strength
 Fantastic Brand value
Amul is trusted among Indians and non-Indians for in the course of recent years. Amul is
the real brand favoured by the greater part of the Indian all around the nation.
 Quality Administration
Amul plays everywhere throughout the nation however barely consumers complain about
the quality of items mail offers.
 powerful channels of distribution
Distribution channels are the central point who empowers the accessibility of items to
clients and Amul has a solid channel all around the country.
 Great item portfolio and advertisement.
at the point when contrasted with other FMCG company Amul has a huge variety of item
range. Like cheese, milk, ice creams, butter, ghee and so on. Amul depends on incredible
publicizing effort identified with current issues. the infectious publicizing strategy made
Amul more well known among the population.
 Sugar free ice creams
Amul made a well-known creation on ice cream called sugar free dessert, which is an
interesting thought to pull in wellbeing cognizant individuals
Weakness
 Cost of operations
Amul is working all around the nation along these lines it requires an enormous cost of
operations.
 Limited international market presence
despite the fact that Amul is an effective brand in India, it has less market nearness in
world markets.

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 failure in chocolate products.
the chocolate items Amul offers has less acknowledgment among the general population,
the organization ought to take a shot at the promotion strategy
Opportunity
 Export opportunity
Amul dependably can trade their items to world market so the organization can expand
their income
 High and low-end ice creams to cop up in the market with all range of ice creams
Amul has all scope of ice creams to cop up with the competitors,
 Focus more on chocolate products
by concentrating more on chocolate items Amul can enhance their capacity to connect with
more clients, and reduce the weakness.
Threat
 expanded competition
Quality walls, Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are a
portion of the few brands who are straightforwardly in rivalry with Amul.
 Local sweets
Another risk incorporates the play of local in the market. India is the place with a wide
assortment of local sweets Individuals regularly consider local sweets due to their low cost
and easy accessibility.
 Health consciousness
These days more individuals are concern about wellbeing. they are worried about health, so it
will influence the ice cream business gravely.

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3.2 General Determinants of Consumer buying Behaviour
Before purchasing an item, a customer experiences, a choice procedure which includes
1. Need recognition
2.Product information
3.considering alternatives
4.Decision making weather the product is buying or not.
5.His/Her behaviour after purchasing
Figure 1- Determinants of consumer buying behaviour
1.Psychological Determinants
the psychological component of motivation characterizes why a client ought to purchase
Amul EPIC, which includes the factors such as: -
Economic
Determinants
Sociological
Determinants
Psychological
Determinants

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Inspiration of the customer to buy a product
Product and brand preference
Price of the commodity
From where the buyer buys the product?
Risk for buying.
Personality
State of mind
Learning
2.Economic Determinants
Determinants of economic factor includes
An individual’s income
an individual's family income
purchaser income desire
purchase resources
purchaser credit limit
a person’s standard of living
3. Sociological Determinants
Family
Reference bunches
assessment leaders
social class
caste and culture

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Figure 2-Buying behaviour
3.3 The determinant that affecting consumer behaviour to buy Amul EPIC Ice creams
It can be defined as the psychological determinants, also explained with the help of Kotler’s
consumer buying behaviour theory, and Maslow’s motivation theory.
The kottler model of buying behaviour
Figure-3 Kotler model of buying behaviour
BUYER

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An individual's conduct of consuming can be characterized as motivation, perception,
learning attitude and personality.
 Motivation-in some stage requirement turn into a motivation to purchase a product,
an individual may have numerous internal feeling towards an item however not all
need turn into a motivation to purchase an item. Abraham Maslow explained about
motivational hypothesis of hierarchy his hypothesis comprising of fundamental needs
like craving, thirst, sex. He additionally clarifies why individuals has distinctive
necessities at various time. (Marketing: An Introduction, 5th Edition, pg. 101)
Figure-4 Maslow’s Hierarchy theory of motivation.
 Perception- Not every one of the general population take the circumstance in a
comparable way, every last one's assurance towards an item may contrast from
individual to individual. In showcasing term perceptions are more vital than reality. A
man can be persuaded to purchase Amul EPIC through the factor that he/she is
experienced through physical sensation. (Marketing Management, 12th Edition, pg.
186)
The factor of perception includes.

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-Communication of product
An item should be imparted by the makers to the correct purchasers keeping in mind the end
goal to draw in their consideration towards it. An all-around conveyed item will perform
productively in the market. Amul EPIC is a thing which has extraordinary effect towards the
purchasers. Furthermore, it is very much valued among the consumers.
-Product and brand
Every one of the shoppers of Amul epic consider the thing and brand esteem. Subtle elements
of the item and brand mindfulness has an immediate effect of a man's utilization.
-Price of Amul EPIC ice cream
Amul epic is accessible in all the range, from premium to low, Indian purchasers dependably
consider cost as an important aspect for demonstrating fascination towards a thing. Amul epic
is impressively an achievement in value viewpoint. Since it is accessible in exceptionally
aggressive value scope of ₹30-₹40(USD=$0.45-$0.60 which is best of its kind.
-Store where Amul EPIC is available.
A man's purchasing viewpoint is likewise identified with the physical store or the place
which the item is accessible. This is additionally an imperative thing for the purchaser to
discover the item effortlessly. Generally, Amul epic is accessible in fundamental stores,
markets, shopping center, Amul outlets, even little distributers offer in convey vehicles.
An Amul Retail outlet in a park Amul outlet in an Indian railway station

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 Learning
A people purchasing conduct of a thing be additionally identified with finding out about the
items. Which is involvement of utilizing it, if a man purchases Amul Ice cream once, and he
feel it delicious and has a decent effect he unquestionably gets it and prescribe to someone
else. Also, in the event that he/she discover it a terrible affair he/she won't get it any longer,
never prescribe either.
 Beliefs and Attitude
Buyer conduct is additionally influenced by a man's convictions or mentality, if a man has a
distinct conviction towards an item whatever the reason he will just incline toward the
specific item than any contender's item or substitution.
 Personality
Picking an item will likewise have affected by a man's identity, whatever the age a man
might dependably want to purchase a dessert, just a longing could stop when on the off
chance that he/she compellingly hold the thought process to get one with many reasons
like an affliction, wellbeing cognizance, a few people never think about this to purchase
an ice cream that is the thing that personality implies.
3.4 Marketing Mix of Amul EPIC
Product
Amul’s Product line is very well demanded among most of the Indian population. Product
range includes, Amul Milk, Butter, Ghee, Ice Creams, Cakes, Cookies, candy, sweets etc.
Product mix of Amul EPIC includes.
Fantastic Product design, Great Branding, Packaging and labelling
Amul EPIC is accessible fit as a fiddle, with the stick underneath which makes simple to
convey or eat decisively of dissolving close by. Ice cream in this thing has less air
dissemination stood out from consistent dessert. To make this thing more premium, the

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bars are secured with interesting Belgian chocolate, which is wealthier in taste when
stood out from standard chocolates.
The item's awesome design, marking, bundling and naming makes Amul EPIC an all-
around requested scope of ice cream for its best shoppers.
Price
Cost of the commodity is the component that impacts income of an item. price considered
as a main consideration for affecting customer conduct. EPIC bars are accessible at the
aggressive cost scope of ₹30-₹40(USD=$0.45-$0.60) which is considered as best for its
quality and amount, makes Amul EPIC one of the major requesting item in its range.
Place
Place can be defined as the channel where customers of Amul epic could possibly buy the
product. Amul provide a great access to the customers to buy their product easily.
Through thousands of outlets, distributors, shopping malls, direct selling etc.

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Amul EPIC has selective circulation designs, advertise scope and good warehousing and
calculated administrations.
Promotion
Promotion mix can be defined as effective communication of the product to the
consumers, through advertisements, Public Relations, Digital marketing and sales
promotion.
Amul’s promotion cycle of its brand is rotational cycle of 2-3 years. After the ice-cream
was launched in 1996-the product category re imagined in 1999 and made available in
lower and affordable price.
3.5 Advertisement of Amul and EPIC
Amul dependably has a desire to be best in market. For that they generally concentrate on
great commercial strategies, through news , papers, Journals, magazines, computerized
media, for example, Facebook, twitter, YouTube and so on.
A screenshot of Amul EPIC ad in YouTube.

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Amul's Advertisement constantly basic and snappy to pass on their message and advance
their item together.
Amul widely use Facebook page to promote their products,
Amul Ice Cream’s Facebook page.
In the same way as other of alternate organizations Amul likewise utilize advanced
innovation to advertise their great quality items. Amul's promote channel is one of the
significant quality of them. Despite the fact that they are as of now a set up brand, they
always keep their ad strategies extremely dynamic. Amul’s advertising mainly focusing
on day to day issues, political issues and so on.
3.6 Consumer buying decision process.
A consumer’s buying decision process can be questioned in many ways how do a person
buys a product? Where does he/ she shop? When? And so on. Each and every annual year

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company spends millions of money for analysing what makes a consumer to buy their
product?
Figure-5 Stage in consumer buying process
1.Requirement recognition
The starting phase of a purchaser's purchasing process begin with a man's genuine
necessity or need examination of the item. In the event that a man is strolling on a road
with high temperature could craving to purchase a yummy ice cream. In this stage he/she
chooses whether they need a thing or not.
2.Commodity Data
An item data is a vital thing and appropriate for each purchaser who purchases a thing.
On the off chance that a man read the data in a pressing of the item he/she may potentially
purchase perusing the great features.so giving data with respect to the contains of the
thing is especially vital.
3.Commodity investigation
It is very evident that in this element and to a great degree aggressive world a large
portion of other ice creams are accessible other than Amul epic. In any case, the genuine
amusement is the means by which to wreck the contender's item and be the primary
1.Requirement recognition
2. Commodity Data
3. Commodity investigation
4.item decesion and buy
5. Post buy Requirement

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inclination of clients. That is the achievement of the item, its advertisers and the
organization.
4. Item decision and buy
In this stage the purchaser truly chooses whether to buy the thing or not, if buying
structure which store, if the helping sales person is inconsiderate customer won't buy
from him. Instead he/she will buy from distinctive outlets, or other distributor.
5.Post buy and assessment
This is the stage where a consumer concludes weather he/she like the product or not. In
this phase the consumer overthinks and wonder why don’t they try another product, or
competitor product, e.g. If a buyer buys EPIC chocolate bar, he/she decide how good it is,
and weather the next time they will chose strawberry or Choco cappuccino.
4.0 CRITICAL OBSERVATION AND FINDINGS
Amul EPIC has better performance comparing to competitor’s ice creams, consumer
buying behaviour of maul epic is highly emphasis on psychological determines, such as
-It is clearly observed that a client’s inspiration to buy Amul epic is psychological
determinants
-The competitive price range of Amul epic makes it as a big player in Indian market.
Where consumers demand is comparatively high.

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Figure shows the market share of ice cream industry in India. Amul has a major part of the
overall industry. Source (www.outlookbusiness.com)
- Amul's fabulous brand image and item detail make increment in buyer's request in
the long run they purchase the item.
- Among few of the purchasers consider danger of devouring ice cream because of
the reality of prosperity or wellbeing awareness.
- Consumer conduct directly deals with a person's personality. if a man has a
yearning to purchase the item. he will definitely buy it.
-a shoppers State of mind likewise influences the purchasing conduct. in the event
that a man has a wrong feeling about a specific brand he won't utilize it. In other
hand on the off chance that he/she has a positive feeling towards the brand that
makes him/her to buy it.
- Shopper conduct likewise affected by assessing and exploring point by point data
about the item. If there should be an occurrence of frozen yogurt, the data might be
the substance that are incorporated, producing date, expiry. Individuals never
purchases an item that has hurt full chemicals, or any sort of caution.
-Amul’s advertisement plays a vital role in obtaining brand value, goodwill, and
customer satisfaction that helps the company to grow abundantly.
-Amul has better growth opportunity for exporting the ice cream to worldwide
which they need to concentrated on.
-- Amul's advertisement a crucial part in getting brand esteem, goodwill, and
consumer loyalty that helps the organization to develop copiously.
- Amul has better development open door for sending out the ice cream to overall
which they have to focused on.
- Amul need to execute more assortment of ice creams in light of health aspects.
e.g. Sugar free desserts, low fat, and so on.
-focus to make an impact to adapt to foreign market. It will improve the revenue
and recognition of the product.

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6.0 Conclusion
consumer behaviour can be characterized as a man's longing to purchase an item thinking
of some determinants like monetary, mental, and sociological angles. At the point when
sparing determinants are explained it can be an individual's wage, his family's wage,
method for living, credit restrain, expected pay.
In mental determinants motivation to purchase an item, recognition, assessment of item
and determination, learning, disposition, and identity. Buyer conduct likewise influenced
by sociological variables, for example, family, reference gathering, conclusion, social
class, station and culture.
Generally, consumers purchasing conduct portrays the purchasing behaviour of a
definitive buyer. The investigation of shopper purchasing conduct is prescribed and
fundamental for the marketers, which helps the organizations to develop the promoting
strategies by watching the reasonable understanding by the impacting components.
dairy market is one of a fascinating territory for the review where elements of buying
conduct can without much of a stretch be seen.
An item from Amul is clearly will have a gigantic effect among buyers. Amul is most
trusted organization all around India and abroad. Other than the brand picture the
purchaser purchases Amul epic considering the psychological determinant. What's more,
I ought to express that Amul's quality administration, advertisement procedures assume
an imperative part in making Amul a standout amongst the most demanded firm in India.
however, Amul need to concentrate on their exporting and foreign market with a specific
end goal to acquire more clients and increment in income.
In this modern time the company’s focusing on determine how the buyers think, feel and
pick their products. Every individual is the consumer. The expand viewpoint of how a
customer buys a product, when he buys and how.

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Finding
Along these lines I firmly trust that shopper conduct of Amul EPIC is significantly
depending in psychological determinants. Like inspiration, observation, learning
disposition and identity. I can never express that different variables like monetary
determinants, sociological is excluded. It likewise has an effect towards shopper
discernment. Be that as it may, I consider the mental perspectives has more effect
towards the customer purchasing conduct.
7.0 Reference
 Amul.com http://amul.com/m/about-us
 Arun Kumar and Menasha (2011) “Marketing Management” Second edition, visas
publishing house pvt.ltd. New Delhi.
 Philp Kotler (2006) “Marketing Management”, Twelfth edition, prestige hall of
India pvt.ltd, New Delhi
 Rajan Saxena (2002) Marketing management second edition Tata McGraw Hill
 Szmigin, I., & Piacentini, M. (2014). Consumer behavior. Oxford, United
Kingdom: Oxford University Press.