Consumer behavior towards Amul

3. •Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
•Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd.
•Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products.
•Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years
(1973–2006), is credited with the success of Amul.
• Its daily milk procurement is approx 14.85 million lit per day from 18,536 village
milk cooperative societies, 17 member unions covering 33 districts, and 3.37
million milk producer members.
•Amul followed a unique business model. "Anand pattern" cooperative system.
About Amul

4. Chennai fights to stay afloat- Dec’15Tribute to Pathankot bravehearts- Jan’16
One batsman. 1009 runs.- Jan’16 The controversial issue of Free Basics – Dec’15
Amul Hits

7. Consumer Modeling
Sociological model
 Reason:- Social factors are influencing in consumer decision
making.
 Individual buyer is influencing by the culture and society.
 They have targeted mainly women and children.

8. Nicosia Model
• Reason:-Consumers are showing their own characteristics and
attitudes towards the product.
• Each group of Consumers are buying new product which shows
positive relationship.
• The post purchase of consumers behavior are satisfactory.
Sociological Model
 Reason:- According to this advertisement, A person’s consumption
pattern and buying behavior is affected by social factors, his
family, friends, peers, social groups, reference group and culture
have a major role to play.

9. Motivation-
Women empowerment, Income Source, Fresh milk,
Energy supplement, Healthiness consuming products.
Cues-
1)POD-Benefits- Strong presence in dairy products
2)POP- Add says about the freshness & healthiness of
milk.

10. Continued…`
 Response- Amul advertisement reminds in the
consumers mind if dairy products comes into use.
 Reinforcement- whenever you are going to hear test
of India , you will automatically think about Amul.

11. Consumer Learning
• people enjoy doing their work earning money
•Amul has created strong presence in dairy
products.
•If u consume good products you will be fit and
healthy.
•Sharing of happiness with the dear ones

12. Consumer Perception
•Varieties of products.
•Everywhere in India.
•Enjoyment.
•Happiness is amul.
•Pure and healthy.
•Help in growth of children's.
•Amul as a product is accepted by all kinds of age group people.
•family stuff

14. • Company provides the utility product.
• Company develops loyalty personal relationship between the
customer, as well as developing product/services that meets
the needs and desires of customers.
• Amul is providing employment opportunity for women to good
earning and self employment.
• Women is caring for her child and they also caring for other’s
child thereby showing sharing happiness, loving, and caring by
Amul product.
• The milk is so pure as it is being consumed by once child it can
also be consumed by other children and different age.
• The company concern to healthy society.

15. Personality
 Personality is the sum total of an individual’s enduring internal
psychological traits that make him or her unique. Self-confidence,
dominance, autonomy, sociability, defensiveness, adaptability, and
emotional stability are selected personality traits.
 here in the ad we can see that Amul has launched butter. Te very
first company to launch butter in the market. Which avoids heavy
breakfast and people started preferring bread with butter.
Usually high class corporate avoid heavy food in the morning.

16. Contd…
 Amul’s butter and Kellogg's chocos launched at the same time
where Kellogg's failed to described its applicability. So they failed to
capture the market and Amul captures all personality type people
with their product.
 then they launched Amul pro which refer to protein. People who
want to have a heavy personality can use this product.
 Amul launch their milk powder by promoting as a low calories
whitener which will give you protein equivalent to milk but avoid
unnecessary calories.

17. Lifestyle
 It is a person’s mode of living as identified by his or her activities, interest
and opinions.
 Amul change lifestyle of their consumer in a different way as implied from
ad.
 Amul launched ‘badam milk’ which is chilled shake. Earlier days people
need to go to a juice shop to purchase milk or badam shake but with this
product you can consume it anytime in your home.
 then ad shows they give the best replacement to breakfast which is time
consuming to cook for working individuals. Instead of that people can use
bread butter.
 in the first ad they also shows that women from village can also get self-
employed. Which infer as women empowerment.

18. Consumer Motivation
 Motivation is a process by which activities are started, directed and
continued so that physical or psychological needs or wants are met.
 Amul pro satisfy all mothers need for their small children.
 Amul milk drive sports girl for energy.
 every age people got their choice drink as Amul masti, Amul cool and
Amul lassi etc.
 Grandmother’s need not to purchase ghee from middlemen. They can
directly by it from store on affordable price.
 army people are not able to get milk everywhere so Amul gives them
‘Amulya’, milk powder.

19. Presented by-
Shivam Patel