Consumer Behavior and Satisfaction Towards Amul Milk

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SUMMER TRAINING REPORT
ON
“CONSUMER BEHAVIOR & SATISFACTION”
FOR
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.”
BY
ROHAN ROY SAMUEL
Submitted in partial fulfilment of the requirement for the award of
Post Graduate Diploma in Management.
2008-2009

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CERTIFICATE
This is to certify that Mr. ROHAN ROY SAMUEL of DSM has successfully
completed the summer training in partial fulfilment of requirement for the
award of PGDM Degree prescribed by the Institute.
This report is the record of authentic work carried out by the student during
the academic year 2008 -2009.
Prof. VIBHUTI JHA Prof. N. H. Deshpande
(Internal Guide) Vice-President (Faculty of Management)

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DECLARATION
I, Rohan Roy Samuel hereby declare that this report is the record of authentic
work carried out by me during the academic year 2008-2009 in Amul (Gujrat
co-operative Milk Marketing Federation)
Gujarat Co-operative Milk Marketing Federation
Gudiyari Raipur (C.G.)
( )
Signature of the student
( Rohan Roy Samuel )

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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for AMUL
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. 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 DISHA SCHOOL OF MANAGEMENT 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. Venkat Ram, the Depo
Incharge of AMUL Raipur. I would like to give my heartily thanks to Mr. Sourabh
Rajvanshi Sr. Executive Sales, who permitted me to get training at AMUL. I am very
thankful to Mr. B. Rohit , who helped me at every step whenever needed.
At last but not least my grateful thanks is also extended to Prof. Nitin Deshpande
(Vice President Faculty of Management) and my thanks to all my faculty members
for the proper guidance and assistance extended by them. I am also grateful to my
parents, friend to encourage & giving me moral support.
However, I accept the sole responsibility for any possible error of omission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to my notice.
Date: 30TH
May, 2009 ROHAN ROY SAMUEL
Place: RAIPUR (C.G.) PGDM
Duration: 1ST
April to 30th
May, 2009 4th
trimester
INDEX

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CHAPTE
R NO.
TITLE
PAG
E NO.
Executive Summary 10
1. General Introduction
• Introduction & History 12
• Profile of the Industry 19
• Product Profile 23
2. About the Topic
• Consumer Behaviour 25-27
• Consumer Satisfaction 28
3. Marketing Research 30-34
4. Research Methodology 35-41
5. Data Analysis And Interpretation 42-57
6. Findings, Suggestion & Conclusion 58-61
7. SWOT Analysis 62
8. Annexure:
a) Bibliography & Webliography
b) Questionnaire
63-66
LIST OF THE TABLE

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Table no. Contents Page no.
5.1 Classification of Customers Based On
Sex
43
5.2 Analysis of Occupation of the
Respondents
45
5.3 Analysis of Monthly Income of the
Respondents
46
5.4 Analysis of Factors to Buy Amul Milk 48
5.5 Analysis of Consumption of Average
Milk per Day
49
5.6 Analysis of Purchase Duration of Amul
milk
51
5.7 Analysis of Rating Towards AMUL Milk
& Milk products
53
5.8 Analysis of Value for Money Paid by the
Respondents
55
5.9 Analysis of Recommendations 56
LIST OF THE GRAPHS

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Graph no. Contents Page no.
5.1 Classification of Customers Based On
Sex
44
5.2 Analysis of Occupation of the
Respondents
45
5.3 Analysis of Monthly Income of the
Respondents
47
5.4 Analysis of Factors to Buy Amul Milk 48
5.5 Analysis of Consumption of Average
Milk per Day
50
5.6 Analysis of Purchase Duration of Amul
Milk
52
5.7 Analysis of Rating Towards Amul milk 54
5.8 Analysis of Value for Money Paid by the
Respondents
56
5.9 Analysis of Recommendations 57
PREFACE
Today the business environment is rapidly changing in this competitive
environment the popular trend is also striving for maintaining its positions therefore it

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become essential for the companies that they should know about their preference &
taste.
Regarding a particular product it is of almost necessary to know the consumers
satisfaction to the value offered by the company in case of dissatisfactory result it is
essential to as certain whether the dissatisfaction is for entire product or part of it is
and what value do the consumers expect from it?
The research will provide the relevant information to the organization about
consumer’s attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of
consumers for the betterment of research as well as the organization.
EXECUTIVE SUMMARY
The main objective of summer training was given by the Management of Amul. The
objective was “CONSUMER BEHAVIOR & SATISFACTION.”

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I started my summer training on 1st
of April. And during summer training I had to
report at the organization at sharp 10:30am and was asked to work till 6:30 pm. First
15 days I spent on various marketing activities like I had visited near about 350 retail
shops to know there view & consumer behaviour towards Amul Milk.
And also collects detail about the competitors there offers & profit margin.
After that next few days I went with distributors early in the morning 5:00 am to know
how distribution channel works.
And then at last I worked with questionnaire a sample size of 100 respondents was
taken for the study whose responses were studied and interpreted .The sampling
design was used convenience sampling. The process of analysis was done through
excel work sheets, frequency table, percentage analysis etc.
During the preparation of questionnaire I faced difficulties regarding the selection of
questions and in collection of the data I found some difficulties like the customers
had no time to give.
There is one thing that I have found that the peoples working at AMUL are very
much helpful in all areas. Every time they come to me and told me that they are
available at any time for me for anything, which really boost me and motivates me
towards my goal and objectives. The culture of AMUL is very much friendly.
I completed my project on 30thth
of May & during the project I have achieved my all
objectives of my project.

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CHAPTER-1
INTRODUCTION
AND HISTORY
INTRODUCTION AND HISTORY
In the year 1946 the first milk union was established. This union was started with 250
liters 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 form the
Sanskrit word “AMULYA” which means “PRICELESS”. 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,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

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(The total sale is Rs. 6 billion in 2005). 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 model for dairy development (Generally
known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira district
were farming and selling of milk. That time there was high demand for milk in
Bombay. The main supplier of the milk was Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at Bombay
from the Kaira district. This system leads to exploitation of poor and illiterates’
farmers by the private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were
frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a
leading activist in the freedom movement. Sardar Patel advised the farmers to sell
the milk on their own by establishing a co-operative union, Instead of supplying milk
to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to
gain his co-operation and help. Shri Desai held a meeting at Samarkha village near
Anand, on 4th
January 1946. He advised the farmers to form a society for collection
of the milk.

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These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect the

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milk from such village co-operative societies and to sell them. It was also resolved
that the Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days
not a single drop of milk was sold to the traders. As a result the Bombay milk
scheme was severely affected. The milk commissioner of Bombay then visited
Anand to assess the situation. Having seemed the condition, he decided to fulfill the
farmers demand.
Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of Government.
Mr. Verghese Kurien showed main interest in establishing union who was
supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-
operative unions at the village level. The Kaira district milk producers union was thus
established in ANAND and was registered formally on 14th
December 1946. Since
farmers sold all the milk in Anand through a co-operative union, it was commonly
resolved to sell the milk under the brand name AMUL.

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At the initial stage only 250 litres of milk was collected everyday. But with
the growing awareness of the benefits of the cooperativeness, the collection of milk
increased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was a
perishable commodity it becomes difficult to preserve milk flora longer period. Besides
when the milk was to be collected from the far places, there was a fear of spoiling of
milk. To overcome this problem the union thought out to develop the chilling unit at
various junctions, which would collect the milk and could chill it, so as to preserve it for
a longer period. Thus, today Amul has more than 150 chilling centres in various
villages. Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk
powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the
foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime
minister of India declared it open at Amul dairy on November 20, 1955.

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ACHIEVEMENTS:
Amul : Asia’s largest dairy co-operative was created way back in1946 to
make the milk producer self-reliant and conduct milk- business with pride. Amul has
always been the trend setter in bringing and adapting the most modern technology to
door steps to rural farmers.
Amul created history in following areas:

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a) First self motivated and autonomous farmers organization comprising of‟
more than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection
centres owned by them.
c) Computerized milk collection system with electronic scale and
computerized accounting system.
d) The first and only organization in world to get ISO 9000 standard for its
farmers co-operatives.
e) First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the under
privileged marginal farmers
AWARDS:
Amul a co-operative society and its co-operation has led many different
awards in its favor.
Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel
1965: “Padmshri awarded was given to V. Kurien, general manager, by
the president of India
1987: “Best Productivity” awarded by national productivity council for
the year 1985-86 awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive year 1986-87
by the president of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self sustaining co-
operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996.
1999: G.B.Birla award.

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Moreover the Amul union has achieved the prestigious ISO 9001-2000
and HACCP Certificate and effects are got to obtain ISO 14000.
Amul in abroad:
Amul is going places. Literally. After having established its presence in China,
Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF),
India s largest milk cooperative, is waiting to flood the Japanese market.‟
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations.
Amul products are already available on shelves across several countries, including
the US, China, Australia, West Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include
pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market the
production enhancement package. What's more, it does not disturb the agro-system
of the farmers. It also enables the consumer an access to high quality milk and milk

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products. Contrary to the traditional system, when the profit of the business was
cornered by the middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern
and model for emulation elsewhere.
Amul has been able to:
• Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes
and limitations,
• Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.
• Provide a support system to the milk producers without disturbing their
agro-economic systems,
• Plough back the profits, by prudent use of men, material and machines,
in the rural sector for the common good and betterment of the member
producers and
The Union looks after policy formulation, processing and marketing of
milk, provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the

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village societies. Basically the union and cooperation of people brought Amul into
fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE
TASTE OF INDIA.
Plants:
First plant is at ANAND, which engaged in the manufacturing of milk, butter,
ghee, milk powder, flavoured milk and buttermilk.

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Second plant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing different products under the brand name
Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is
matter of proud for Gujarat and whole India.
PRODUCT PROFILE:-
S.No. NAME TYPE FAT SOLID NATURAL
FATS
1. Tazaa Toned Milk 3.0% min. 8.5% min.
2. Slim &
Trim
Double Toned Milk 1.5% min. 9% min.
3. Gold Full Cream Milk 6% min. 9% min.

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CONSUMER
BEHAVIOUR
ABOUT THE TOPIC:-
CONSUMER BEHAVIOUR:-
 It is defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consume, and tell to
others about product and services.
 Buying behavior involves both individual ( psychological) and group process.
o Buyer behavior is reflected from awareness right through post
purchase evaluation indicating satisfaction and non satisfaction , from
purchaser
o Buyer behavior includes communication, purchasing and consumption
behavior
o Consumer behavior is basically social in nature hence the social
factors play important roles in shaping buying behavior

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o Buyer behavior includes both customer and industrial behavior.
“Hence consumer behavior is an orderly process whereby the consumer
interacts with the environment for making a purchase decision on products “
CONSUMER BEHAVIOR AND MARKETING MANAGEMENT
Marketing managements work around consumers which is actually the market for
them
 Understanding their behavior is very vital in every segment to plan marketing
activities accordingly.
 Both industrial and individual customers are vital in marketing management
DIVERSITY OF CONSUMER BEHAVIOR:-
 customer and consumer words are referred as synonyms but the
difference exists
 customer - the purchaser of product or service , may or may not be the
end user
 consumer- the end user , may or may not be the purchaser
 new age of business demands differentiation of customers by individual
differences in consumer expectations, preferences and influences.
 Firms need to go into deep of consumer behavior to analyze and act to
achieve objectives
CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

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Consumer behavior can be said to be the study of how individual make decision on
how to spend their available resources (time, money, effort) on various consumption
related items. This simple definition of consumer behavior tells the markets to
resolve every activity around the ultimate consumers & gauge their behavior by
specially focusing on:
 Who buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often they buy them?
 Why do they buy them?
 How often they use them?
These questions will help in understanding better what factors influences the
decision making process of the customers. The decision making process identifies
the number of people who are involve in this process & describes a role to them
like users, decides, influences & buyers.
It is believed that consumers or customers make purchase decision on the basis of
receipt of a small number of selectivity chosen pieces of information. Thus it will be
very important to understand what & how mush them to evaluate the goods &
services offerings.
CONSUMER DECISION MAKING PROCESS:-
 Stimuli- need, reasons, influences, gathering information
 Information processing- process , analyze information about product
 Decision making - on the basis of analysis , decision to go for
 Response- response to buy without any prejudice
 For industrial buyers the process is almost similar only with addition of re-
buy, modified re buy or new task.

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FACTOR INFLUENCING BUYING BEHAVIOR:-
 Individual factors
 Cognitive thinking process – perception , attitudes , Needs/motives
 Personal characteristics – demography, lifestyles ,personal traits
 Environmental factors
 Culture- values ,beliefs, sub cultural / cross cultural factors
 Social class- social class , society
 Influence groups – family, opinion leaders, reference group
 Situational variables – purchase occasion , market communication,
shopping behavior, price , sales influence , product position
CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core element of management
philosophy & the key to its success lies in focusing more & more on the customers.
That is, it will be the customer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers to the
buyers state of being adequately rewarded in a buying situation for the sacrifices he
has made one the customer purchase & use the product they may then become
either satisfy or dissatisfied.

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The result of satisfaction to customer form the purchase of the product or services is
that more favourable post-purchase attitude, higher purchase intention & brand
loyalty to be exhibited that the same behavior is likely to be exhibited in a similar
purchasing situation. The term ‘consumer’ is a typically used to refer to someone
who regularly purchase from a particular store or company.
Customers are people who are happy with the product & services & are willing to
come back & pay for it again.
Today the firms aim to give satisfaction to the customer through marketing concepts.
The firm try to help the buyers in the solving the problem then competitors. The
marketers must see that consumers with purchasing power constitute a potentials
buyers are identified. It is essential for the marketer to carry out the business in such
a way that they give satisfaction to consumers needed. When a firm markets a
product or service it should aim to enjoy consumer’s satisfaction & profit
maximization.
CONSUMER RESEARCH:-
Consumer research is the methodology used to study consumer behavior research
offer set diverse to identify consumer needs it is used to identify both felt & unfelt
needs, to learn how consumers. Perceive product & brand & stores. What their
attitudes are before and after promotional campaigns & how & why they make their
consumption decision.

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MARKETING
RESEARCH
MARKETING RESEARCH:-
Marketing research plays an important role in the process of marketing. Starting
with market component of the total marketing talks. It helps the firm to acquire a
better understanding of the consumers, the competition and the marketing
environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing
problem to facilitate decision making.”
- Coundiff & Still.

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“Marketing research is a systematic problem analysis, model building and fact finding
for the purpose of important decision making and control in the marketing of goods
and services.
- Phillip Kotler.
MAIN STEPS INVOLVED IN MARKETING RESEARCH
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
1) Define the problem and its objectives :- This includes an effective job in
planning and designing a research project that will provide the needed information. It
also includes the establishment of a general framework of major marketing elements
such as the industry elements, competitive elements, marketing elements and
company elements.
2)Identify the problem :- Identifying the problem involves getting acquainted
with the company, its business, its products and market environment, advertising by
means of library consultation and extensive interviewing of company’s officials.

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3)Determining the specific Information needed :- In general the producer,
the manufacturer, the wholesaler and the retailer try to find out four things namely :-
(1) What to sell
(2) When to sell
(3) Where to sell
4) Determine the sources of information :-
Primary Data :- Primary datas are those which are gathered
specially for the project at hand, directly – e.g. through questionnaires &
interviews. Primary data sources include company salesman, middleman,
consumers, buyers, trade association’s executives & other businessman & even
competitors.
Secondary Data :- These are generally published sources, which
have been collected originally for some other purpose. Source are internal
company records, government publication, reports & publication, reports &
journals, trade, professional and business associations publications &
reports.
5) Decide Research methods for collecting data: - If it is found that the
secondary data cannot be of much use, collection of primary data become
necessary. Three widely used methods of gathering primary data are :-
A) Survey
B) Observation
C) Experimentation
A) Survey Method: - In this method, information gathered directly from individual
respondents, either through personal interviews or through mail questionnaires or
telephone interviews.

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B) Observation Method: - The research data are gathered through observing
and recording their actions in a marketing situation. This technique is highly
accurate. It is rather an expensive technique.
C) Experimental Method: - This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.
D) The Panel Research:- In this technique the same group of respondents is
contacted for more then one occasion; and the information obtained to find out if
there has been any in their taste demand or they want any special quality, color,
size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
6) Tabulate, Analysis and Interpret the Data:-
The report must give/contain the following information:-
a) The title of research
b) The name of the organization for which it has been Conducted
c) The objectives of research

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d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)
7) Follow-up the study :-
The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why
CHAPTER-4

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RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY:-
RESEARCH PROBLEM
 Seek the general perception of consumer towards Amul Milk.
 To know the consumer psyche and their behaviour towards Amul Milk .
OBJECTIVE OF THE RESEARCH
 To know the relationship of sales with the advertisement.
 To know awareness of people towards Amul Milk.
 To know which advertisement tool is mostly preferred by people.
 To know the preference of Amul Milk with comparison to

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Other competitive brands .
 To know the factors which affects consumer’s buying behaviour
to purchase milk.
Information requirement
• First, I had to know about all the competitors present in the Milk
segment (Reputed and well established brands as well as Local brands).
• Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.
• Since Milk is a product that used daily hence I had to trace the market and
segment it, which mainly deals with people of various age groups.
• The main information needed is the various types of brands available in the
market, their calorific value and various other facts.
• As Amul milk advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper time
or not.

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RESEARCH DESIGN
A Research design specifies the methods and procedures for conducting a particular
study. It is a map (or) blue print to which the research is to be conducted. Descriptive
research design has been considered as a suitable methodology for present study
and for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and approachability
of the respondents.
POPULATION
All types of outlets that stock and sell Amul milk in the markets. The outlets have
been classified into as follows
 Convenience stores: All kinds of shops including bakeries
 Eateries: all kinds of eating joints
PLACES OF STUDY
The study was conducted in the retail outlets in Raipur in the following areas
i. Amlidih.
ii. New Rajendra Nagar.
iii. Katora Talab.
iv. Priyadarshini Nagar.
v. Shailendra Nagar.
vi. Byron Bazar.

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vii. Budhapara.
viii. Golbazar.
ix. Telibandha.
x. Bramhpuri.
xi. Kankali Para.
xii Lakhe Nagar.
xiii. Santoshi Nagar.
xiv. Purani Basti.
xv. Sanjay Nagar.
xvi. Sundar Nagar.
xvii. Dagania.
xviii.Deen Dayal Upadhyay Nagar.
xix. Anand Nagar.

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SOURCES OF DATA
Primary sources
The primary data was collected through questionnaires. They were filled using the
scheduled method of data collection by the researcher.
Secondary sources
The secondary sources were used only for collecting information regarding the
sample; they were however not used for analysis
LIMITATIONS OF THE RESEARCH :-
The limitations of the research were as follows
1. Lack of proper experience on the part of the researcher in conducting such studies
in the past.
2. Time frame required was not enough to survey more number of outlets.
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to
estimate the presence of Amul milk.
Tools Utilized
 Percentage Analysis
 Graph Chart

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SAMPLING
1. Sampling Technique : Non probability sampling
(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)
2. Sample Unit : People who buy milk available
in retail outlets, superstores, etc
3. Sample size : 100 respondents (Age ranging
Between 18 yrs to 65 yrs)
4. Method : Direct interview through questionnaire.
5. Data analysis method : Graphical method.
6. Area of survey : Raipur District.
7. Timing of survey : 9.00 am to 5.30 pm.

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FIELD WORK- METHOD USED FOR DATA COLLECTION
• Questionnaire was prepared keeping the objective of research in mind.
• Questions were asked to respondents as regards to their willingness to
purchase milk.
• The help of questionnaires conducted direct interviews, in order to get
accurate information.
• In order to get correct information I had to approach consumers ranging from
15 yrs to 65 yrs.
• I visited as many respondents as I can and asked them their real likings about
any milk and also got an idea.
• It is really a Herculean task to understand Consumer Behaviour, as the
definition suggest, “Consumer behaviour is a physical activity as well as
decision process individual engaged in when evaluating, acquiring,
using and disposing goods and services”.
• In order to collect accurate information I visited to Garden, Parks, Temple,
Superstores and Gymnasium, each and every question was filled personally
by the respondents and checked properly.
• People were not willing to answer, when they were contacted between 1.00
pm to 5.00 pm, the time when most of the people take rest during the
scorching heat.

7
CHAPTER-5
DATA
ANALYSIS
AND
INTERPRETATION

7
DATA ANALYSIS AND INTERPRETATION:-
The collected data were not easily understandable, so I like to analyze the
collected data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the
collected data and interpretation it with pictorial representation such as bar charts,
pie charts and others.
GENDER:
Gender play vital role in purchase decisions. Gender classified on sex basis
i.e. male and female. Gender classification is requiring to marketer because different
gender exhibits different perception towards products. In classification of gender the
following number is used to know their perception.
Classification of Customers Based On Sex
Sex No. of respondents Percentage %
Male 35 35
Female 65 65
Total 100 100
Sources: Primary Data
Table: 5.1
INTERPRETATION:

7
35% of the respondents are male and 65% of the respondents are female.
From the above table we can conclude that, the majority of the respondents were
belongs to female group.
0
20
40
60
80
Male Female
35
65
No.ofRespondents
CLASSIFICATION OFCUSTOMERS
BASED ON SEX
Male
Female
Graph no: 5.1
OCCUPATION:
Occupation is also influences a person’s consumption pattern. A blue collar
worker will buy work clothes, work shoes and lunch boxes. Similarly the Amul Milk
and Milk products are purchased by various occupants. The following occupants of
the respondents are classifies for the data collection.
Analysis of Occupation of the Respondents

7
Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100
Table No: 5.2
INTERPRETATION:
20% of the respondents are businessmen, 10% of the respondents are
employees, and 65% of the respondents are house wives, 05% of the respondents
are others group.
INCOME:

7
Income decided the purchasing power of the customer. If the income is high
then, they go for high quality irrespective of price of the product. Hence in this
research I like to collect the data how income is influence to purchase Amul Milk .
Analysis of Monthly Income of the Respondents
Monthly income No. of respondents Percentage %
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
15001 & above 11 11
Total 100 100
Table No: 5.3
INTERPRETATION:
As per the data 38% of the respondents earn per month below 5000, 30% of
the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to
15000. 11% of the respondents earn 15000 & above. From the above table we can
conclude that majority of the respondents’ monthly income group of below 5000 and
more than 5000 to 10000.

7
GRAPH NO: 5.3
PURCHASING FACTOR:
Identification of various factors plays a vital role in consumer behavior
study. The various factors such as quality, price easy available etc. is influencing lot
and influences positively. The following data reveals how various factors are
influencing to buying of Amul Milk and Milk products.

7
Analysis of Factors to Buy AMUL Milk
Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
` Source: Primary Data
38
28
20
14
0
5
10
15
20
25
30
35
40
No.of
respondents
Quality Brand
image
Price availability
Factors
ANALYSIS OF FACTORS TO BUY AMUL MILK
Graph No. 5.4

7
Interpretation:
38% of respondents buying AMUL Milk for its Good Quality, 28% of
respondents use for its Band Name,20% of its Price consideration, 14% of its easy
availability of respondents buying AMUL Milk & Milk products.
Respondents Consumption Quality:
Consumption quality is varying with various respondents. Some of customer
they buy less quantity and some them huge quantity depends upon requirement and
number of people in their houses. The data is collected to know the various
consumption patterns.
Analysis of Consumption of Average Milk per Day
Consumption No. of Respondents Percentage (%)
1 Litre 70 70
2-4 Litre 10 10
More than 4 Litres 20 20
Total 100 100
Table no: 5.5

7
70
10
20
0
10
20
30
40
50
60
70No.ofRespondents
1 LITRE 2-4 LITRES MORE THAN
4 LITRES
Consumption
Analysis of Average Consumption of Milk Per Day
Graph no.5.5
INTERPRETATION:
70% of the respondents are consuming one litre per day. 10% of the
respondents are consuming two to four litres per day. 20% of the respondents are
consuming more than four litres per day.
From the above table we can conclude that majority of the respondents were
consuming one litre per day.

7
PURCHASE DURATION:
Repeat purchase will help to know what customer loyalty towards Amul Milk &
milk products. When consumer repeatedly purchases the product, it is understood
that they are satisfied with the products. The following data show the various
statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk
Duration No. of Respondents Percentage (%)
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
More than 4 years 60 60
Total 100 100
Table no: 5.6
INTERPRETATION:
As per the data gathered, out of 100 respondents, 05% of the respondents
buying since last six months, 15% of the respondents from one to two years, 20 % of
the respondents from three to four years, 60% of the respondents buying AMUL Milk
& Milk products from more than four years.
From the above table we can conclude that majority of the respondents
consuming AMUL Milk & Milk products more than four years.

7
5
15
20
60
0
10
20
30
40
50
60
No.ofRespondents
6
Months
1-2
Years
3-4
Years
More
than 4
years
Consumption
Analysis of Purchase Duration of the Milk Products
Graph no: 5.6
OPINION TOWARDS PRODUCT:

7
The behaviour of users after his commitment to a product has been collected
with respect product and terms of satisfaction with rating scale. The following are the
data obtained related to AMUL Milk.
Analysis of Rating towards AMUL Milk.
Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Source: Primary Data
Table no: 5.7
INTERPRETATION:
25% of the respondents rated that AMUL Milk & Milk products are Excellent.
48% of the respondents rated as good, 22% of the respondents rated as Average
Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor.
From the above table we can conclude that majority of the respondents rated
AMUL Milk & Milk products are of Good Quality.

7
25
48
22
5
0
5
10
15
20
25
30
35
40
45
50
No.ofRespondents
Excellent Good Average Poor
Rating
Analysis of Rating towards Amul Milk Products
Graph no.5.7
VALUE FOR THE MONEY:
Consumers always think while paying price to the products such as how much
we are paying towards products and how much we are getting. This data is gathered
to know what value they are receiving from the AMUL Milk.

7
Analysis of Value for Money Paid by the Respondents
Response No. of Respondents Percentage (%)
Yes 96 96
No 04 04
Total 100 100
Table no: 5.8
INTERPRETATION:
96% of the respondents feel that they get the value for money they paid. Only
04% of the respondents feel that they are not getting the value for money what they
paid.
From the above table we can conclude that majority of the respondents are
agreed that they are getting the value for money they paid.

7
96
4
0
20
40
60
80
100
No.of
Respondents
Yes No
Response
Analysis of Value For Money Paid By
The Consumers
Graph no: 5.8
INFLUENCE TO OTHER TO BUY PRODUCTS:
Post experience & benefits will help organization in obtaining the additional
sale. In this connection feedback its act as an influence to others to adopt the
product the user survey has conducted to identify what an extent user recommends
to others. The data has been extracted & it is as follows.
Analysis of Recommendations
Recommended No. of Respondents Percentage (%)
Yes 97 97
No 03 03
Total 100 100
Table no: 5.9

7
INTERPRETATION:
97% of the respondents were recommended Amul milk and, 03% of the
respondents were not recommended Amul milk and products to others.
recommended Amul milk.
97
3
0
20
40
60
80
100
No.ofRespondents
Yes No
opinions
Analysis of Recommendations
Table no: 5.9
INTERPRETATION:
97% of the respondents were satisfies with the AMUL Milk. 03% of the
respondents were not satisfies with the AMUL Milk.
satisfied with the AMUL Milk.

7
CHAPTER-6
FINDINGS,
SUGGESTION
AND
CONCLUSION

7
FINDINGS:-
First I would like to present my survey findings. The main findings of my survey are
as follows:
1. It is findings in the survey that females are the main decision maker for the milk. As
per the data, 65% of female and 35% of male makes purchase decision.
2. Based on the occupation of the customer, it is found in the survey that 65% are the
housewives and 35% are from various occupations such as a businessman,
employee etc for the Amul Milk.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data,
79% of the respondents’ income is under this group.
4. The main purchasing factors for the Amul Milk are Quality and Brand image. The
data reveals that 42% influences on Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time. The majority
of the respondents are using Amul Milk & Milk products from more than 3 years.
6. 96% the respondents think that purchasing Amul milk is value for the money i.e.
Amul milk is valuable product for them.
7. It is found in the survey that customer are influencing through Word of Mouth.

7
SUGGESTIONS:
1. Milk purchasing decisions are more decided by women rather than male, because
she act as a invigilator, execute her decision and influence the same to the purchase
while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to
concentrate more on the women and men suggestions for designing the marketing
strategy, because women’s role in the house is dominant, even in the various
decisions.
2. Occupation of the user influences the purchase decisions. The particular occupation
plays a vital role in deciding the product or services. Women segment are influencing
more on milk. Therefore, an occupation is the factor influencing the product.
3. Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. So I
suggest Amul to concentrate also on low income segment to capture market and
position themselves in the minds of the customer with required quality and quality
milk.
4. Since Amul is having loyal customers and therefore should concentrate more on this
factor through various potential programmes such as campaign, premium packs,
offers etc., this helps to increase the loyalty towards the Amul products.
5. Milk is having high demand and it is considered as a very essential products. In
present practice, purchase of milk is through dealers. In this connection dealers
approach towards the product.
6. Customer is influential, hence I suggest Amul to look after the dealers issue with due
care.
7. When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the
quality and attributes are fine tuned according to the needs will help the Amul to get
reputation and addition market.
8. Introduction of various economic products lies may help Amul to attract the existing
and new customers and may attract all income level groups. Hence I suggest
management to introduce new product line which can satisfy the entire group.

7
CONCLUSION:-
From the survey conducted it is observed that Amul milk has a good
market share.
From the study conducted the following conclusions can be drawn. In
order the dreams comes into reality and for turning liabilities into assets one
must have to meet the needs of the customers.
The factors considered by the customer before purchasing milk are
freshness, taste, thickness and availability.
Finally I conclude that, majority of the customers are satisfied with the
Amul milk and Milk products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the Amul Milk because of
high price, lack of dealer services, spoilage and low shelf life etc. therefore, if
slight modification in the marketing programme such as dealers and outlets,
promotion programmers, product lines etc., definitely company can be as a
monopoly and strong market leader.
Amul has also to take care of its competitors into consideration and more importantly
its customers before making any move.

7
CHAPTER-7
SWOT ANALYSIS OF AMUL MILK:-
STRENGTH:-
 Very efficient distribution channel.
 Brand name.
 Trust of the end users.
 Shelf life of the products.
 Quality of the product.
 Relationship with the distributor.
WEAKNESS:-
 No supply as per demand.
THREATS:-
 From National & Local players:-
• Sanchi
• Dinshaw
• Pawan
• Venus
• Abis
OPPORTUNITY:-
 Capture the market where supply of milk is nil.

7
BIBLIOGRAPHY & WEBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall
Of India Private Limited, New Delhi.
Periodical: Business World
Research Methodology: C.R.Kothari , 2nd
edition.
S.N Murty and U Bhojanna
Website Address: www.amul.com

7
QUESTIONNAIRE
Dear Sir/Madam,
I am conducting a survey entitled “Consumer Behavior & Satisfaction.”
Please give your valuable information, your information will be kept confidential and
will be used only for academic purpose.
Rohan Roy Samuel
PGDM 4th
trimester
DSM
Name : - ______________________________________________
Address: - _______________________________________________
Age : - _________________ Gender : - _________________
Contact No.: - _________________________
1) Which do you consume?
a. Pouch milk
b. Loose milk
c. Both
2) Are you satisfied with the milk you are consuming?
a) Yes
b) No
3) What do you like?
a) Quality b) Taste
c) Price d) Availability
4) Do you get milk pouch at…………..

7
a)Doorstep
b) From retailer
5) Total consumption of milk in a day?
a) Pouch milk in litre……
b)Loose milk in litre……
6) Your monthly expenditure in milk (in Rs.)?
a)100-200
b) 200-300
c) 300-400
d) 400-500
e) Above 500
7) In pouch milk which brand do you prefer?
a)AMUL
b) Sanchi
c) Dinshaw
d) Venus
e) Pawan
8) Why you prefer this brand/ due to…………..
a)Quality b) Taste
c) Price d) Availability
9) If you buy AMUL milk pouch which pack you purchase?
a) AMUL Gold
b) AMUL Taaza
c) AMUL Slim & Trim
10)What is the reason for buying/ not buying AMUL?
a)……………………………………………………..
b)……………………………………………………..
c)…………………………………………………..…
11)What are your suggestion/ expectations from AMUL?
a)………………………………………………………
b)………………………………………………………
c)………………………………………………………
12)How do you scale your pouch milk?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE
TASTE
PACKAGING
AVAILIBILITY
SCHEMES

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