consumer behavior & satisfaction towards Amul milk


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consumer behavior & satisfaction towards Amul milk

  1. 1. SUMMER TRAINING REPORT ON “CONSUMER BEHAVIOR & SATISFACTION” FOR “GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.” BY ROHAN ROY SAMUELSubmitted in partial fulfilment of the requirement for the award of Post Graduate Diploma in Management. 2008-2009 7
  3. 3. 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) 7
  4. 4. DECLARATIONI, Rohan Roy Samuel hereby declare that this report is the record of authenticwork carried out by me during the academic year 2008-2009 in Amul (Gujratco-operative Milk Marketing Federation)Gujarat Co-operative Milk Marketing FederationGudiyari Raipur (C.G.) ( ) Signature of the student ( Rohan Roy Samuel ) 7
  5. 5. ACKNOWLEDGEMENTWith immense pleasure, I would like to present this project report for AMUL“GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been anenriching experience for me to undergo my summer training at AMUL, which wouldnot have possible without the goodwill and support of the people around. As astudent of DISHA SCHOOL OF MANAGEMENT I would like to express my sincerethanks to all those who helped me during my practical training programme.Words are insufficient to express my gratitude toward Mr. Venkat Ram, the DepoIncharge of AMUL Raipur. I would like to give my heartily thanks to Mr. SourabhRajvanshi Sr. Executive Sales, who permitted me to get training at AMUL. I am verythankful 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 membersfor the proper guidance and assistance extended by them. I am also grateful to myparents, friend to encourage & giving me moral support.However, I accept the sole responsibility for any possible error of omission andwould be extremely grateful to the readers of this project report if they bring suchmistakes to my notice.Date: 30TH May, 2009 ROHAN ROY SAMUELPlace: RAIPUR (C.G.) PGDMDuration: 1ST April to 30th May, 2009 4th trimester INDEX 7
  6. 6. CHAPTE PAG R NO. E NO. TITLE 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: 63-66 a) Bibliography & Webliography b) Questionnaire LIST OF THE TABLE 7
  7. 7. Table no. Contents Page no.5.1 Classification of Customers Based On 43 Sex5.2 Analysis of Occupation of the 45 Respondents5.3 Analysis of Monthly Income of the 46 Respondents5.4 Analysis of Factors to Buy Amul Milk 485.5 Analysis of Consumption of Average 49 Milk per Day5.6 Analysis of Purchase Duration of Amul 51 milk5.7 Analysis of Rating Towards AMUL Milk 53 & Milk products5.8 Analysis of Value for Money Paid by the 55 Respondents5.9 Analysis of Recommendations 56 LIST OF THE GRAPHS 7
  8. 8. Graph no. Contents Page no.5.1 Classification of Customers Based On 44 Sex5.2 Analysis of Occupation of the 45 Respondents5.3 Analysis of Monthly Income of the 47 Respondents5.4 Analysis of Factors to Buy Amul Milk 485.5 Analysis of Consumption of Average 50 Milk per Day5.6 Analysis of Purchase Duration of Amul 52 Milk5.7 Analysis of Rating Towards Amul milk 545.8 Analysis of Value for Money Paid by the 56 Respondents5.9 Analysis of Recommendations 57 PREFACE Today the business environment is rapidly changing in this competitiveenvironment the popular trend is also striving for maintaining its positions therefore it 7
  9. 9. 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 consumerssatisfaction to the value offered by the company in case of dissatisfactory result it isessential to as certain whether the dissatisfaction is for entire product or part of it isand what value do the consumers expect from it? The research will provide the relevant information to the organization aboutconsumer’s attitude towards there products & services. The research work is sincere effort to find out the ultimate requirement ofconsumers for the betterment of research as well as the organization. EXECUTIVE SUMMARYThe main objective of summer training was given by the Management of Amul. Theobjective was “CONSUMER BEHAVIOR & SATISFACTION.” 7
  10. 10. I started my summer training on 1st of April. And during summer training I had toreport at the organization at sharp 10:30am and was asked to work till 6:30 pm. First15 days I spent on various marketing activities like I had visited near about 350 retailshops 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 knowhow distribution channel works.And then at last I worked with questionnaire a sample size of 100 respondents wastaken for the study whose responses were studied and interpreted .The samplingdesign was used convenience sampling. The process of analysis was done throughexcel work sheets, frequency table, percentage analysis etc.During the preparation of questionnaire I faced difficulties regarding the selection ofquestions and in collection of the data I found some difficulties like the customershad no time to give.There is one thing that I have found that the peoples working at AMUL are verymuch helpful in all areas. Every time they come to me and told me that they areavailable at any time for me for anything, which really boost me and motivates metowards 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 allobjectives of my project. 7
  11. 11. 7
  12. 12. CHAPTER-1 INTRODUCTION AND HISTORY INTRODUCTION AND HISTORYIn the year 1946 the first milk union was established. This union was started with 250liters of milk per day. In the year 1955 AMUL was established. In the year 1946 theunion 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 theSanskrit word “AMULYA” which means “PRICELESS”. A quality control expert inAnand had suggested the brand name “AMUL”. Amul products have been in use inmillions 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. 7
  13. 13. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like ofthe 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 ofa farmers organization. And have a proven model for dairy development (Generallyknown as “ANAND PATTERN”). In the early 40’s, the main sources of earning for the farmers of Kaira districtwere farming and selling of milk. That time there was high demand for milk inBombay. The main supplier of the milk was Polson dairy limited, which was aprivately owned company and held monopoly over the supply of milk at Bombayfrom 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 thefarmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers werefrustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was aleading activist in the freedom movement. Sardar Patel advised the farmers to sellthe milk on their own by establishing a co-operative union, Instead of supplying milkto private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order togain his co-operation and help. Shri Desai held a meeting at Samarkha village nearAnand, on 4th January 1946. He advised the farmers to form a society for collectionof the milk. 7
  14. 14. These village societies would collect the milk themselves and would decide theprices at which they can sell the milk. The district union was also form to collect the 7
  15. 15. milk from such village co-operative societies and to sell them. It was also resolvedthat 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 thenegative response by turning down the demand for the milk. To respond to thisaction of govt., the farmers of Kaira district went on a milk strike. For 15 whole daysnot a single drop of milk was sold to the traders. As a result the Bombay milkscheme was severely affected. The milk commissioner of Bombay then visitedAnand to assess the situation. Having seemed the condition, he decided to fulfill thefarmers demand. Thus their cooperative unions were forced at the village and district level tocollect and sell milk on a cooperative basis, without the intervention of Government.Mr. Verghese Kurien showed main interest in establishing union who wassupported 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 thusestablished in ANAND and was registered formally on 14th December 1946. Sincefarmers sold all the milk in Anand through a co-operative union, it was commonlyresolved to sell the milk under the brand name AMUL. 7
  16. 16. At the initial stage only 250 litres of milk was collected everyday. But withthe growing awareness of the benefits of the cooperativeness, the collection of milkincreased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was aperishable commodity it becomes difficult to preserve milk flora longer period. Besideswhen the milk was to be collected from the far places, there was a fear of spoiling ofmilk. To overcome this problem the union thought out to develop the chilling unit atvarious junctions, which would collect the milk and could chill it, so as to preserve it fora longer period. Thus, today Amul has more than 150 chilling centres in variousvillages. 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. 7
  17. 17. ACHIEVEMENTS: Amul : Asia’s largest dairy co-operative was created way back in1946 tomake the milk producer self-reliant and conduct milk- business with pride. Amul hasalways been the trend setter in bringing and adapting the most modern technology todoor steps to rural farmers. Amul created history in following areas: 7
  18. 18. a) First self motivated and autonomous farmers‟ organization comprising ofmore than 5000000 marginal milk producers of Kaira District. b) Created Dairy co-operatives at village level functioning with milk collectioncentres owned by them. c) Computerized milk collection system with electronic scale andcomputerized accounting system. d) The first and only organization in world to get ISO 9000 standard for itsfarmers co-operatives. e) First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginalfarmers can provide means for the socio-economic development of the underprivileged marginal farmersAWARDS: 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 1986-87by 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. 7
  19. 19. Moreover the Amul union has achieved the prestigious ISO 9001-2000and 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, includingthe 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: AMULS SECRET OF SUCCESS The system succeeded mainly because it provides an assured market atremunerative prices for producers milk besides acting as a channel to market theproduction enhancement package. Whats more, it does not disturb the agro-systemof the farmers. It also enables the consumer an access to high quality milk and milk 7
  20. 20. products. Contrary to the traditional system, when the profit of the business wascornered by the middlemen, the system ensured that the profit goes to theparticipants for their socio-economic upliftment and common good.Looking back on the path traversed by Amul, the following features make it a patternand 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 ofmilk, provision of technical inputs to enhance milk yield of animals, the artificialinsemination service, veterinary care, better feeds and the like - all through the 7
  21. 21. village societies. Basically the union and cooperation of people brought Amul intofame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THETASTE OF INDIA.Plants: First plant is at ANAND, which engaged in the manufacturing of milk, butter,ghee, milk powder, flavoured milk and buttermilk. 7
  22. 22. Second plant is at MOGAR, which engaged in manufacturing chocolate,nutramul, Amul Ganthia and Amul lite. 7
  23. 23. Third plant is at Kanjari, which produces cattelfeed.Fourth plant is at Khatraj, which engaged in producing cheese. 7
  24. 24. 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 FATS1. Tazaa Toned Milk 3.0% min. 8.5% min.2. Slim & Double Toned Milk 1.5% min. 9% min. Trim3. Gold Full Cream Milk 6% min. 9% min. 7
  25. 25. CHAPTER – 2 7
  26. 26. CONSUMER BEHAVIOURABOUT 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 7
  27. 27. o Buyer behavior includes both customer and industrial behavior.“Hence consumer behavior is an orderly process whereby the consumerinteracts 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 objectivesCONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:- 7
  28. 28. Consumer behavior can be said to be the study of how individual make decision onhow to spend their available resources (time, money, effort) on various consumptionrelated items. This simple definition of consumer behavior tells the markets toresolve every activity around the ultimate consumers & gauge their behavior byspecially 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 ofreceipt of a small number of selectivity chosen pieces of information. Thus it will bevery 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. 7
  29. 29. 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 positionCONSUMER SATISFACTION:-All business firms have realized that marketing is a core element of managementphilosophy & 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 thechallenge before the marketer is to ensure that they should satisfy every customer.Satisfaction is an important element in the evaluating stage. Satisfaction refers to thebuyers state of being adequately rewarded in a buying situation for the sacrifices hehas made one the customer purchase & use the product they may then becomeeither satisfy or dissatisfied. 7
  30. 30. The result of satisfaction to customer form the purchase of the product or services isthat more favourable post-purchase attitude, higher purchase intention & brandloyalty to be exhibited that the same behavior is likely to be exhibited in a similarpurchasing situation. The term ‘consumer’ is a typically used to refer to someonewho regularly purchase from a particular store or company.Customers are people who are happy with the product & services & are willing tocome 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. Themarketers must see that consumers with purchasing power constitute a potentialsbuyers are identified. It is essential for the marketer to carry out the business in sucha way that they give satisfaction to consumers needed. When a firm markets aproduct or service it should aim to enjoy consumer’s satisfaction & profitmaximization.CONSUMER RESEARCH:-Consumer research is the methodology used to study consumer behavior researchoffer set diverse to identify consumer needs it is used to identify both felt & unfeltneeds, to learn how consumers. Perceive product & brand & stores. What theirattitudes are before and after promotional campaigns & how & why they make theirconsumption decision. 7
  31. 31. CHAPTER-3 7
  32. 32. MARKETING RESEARCHMARKETING RESEARCH:-Marketing research plays an important role in the process of marketing. Startingwith market component of the total marketing talks. It helps the firm to acquire abetter understanding of the consumers, the competition and the marketingenvironment.DEFINITION“Marketing research is a systematic gathering, recording and analysis marketingproblem to facilitate decision making.” - Coundiff & Still. 7
  33. 33. “Marketing research is a systematic problem analysis, model building and fact findingfor the purpose of important decision making and control in the marketing of goodsand 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 inplanning and designing a research project that will provide the needed information. Italso includes the establishment of a general framework of major marketing elementssuch as the industry elements, competitive elements, marketing elements andcompany elements.2)Identify the problem :- Identifying the problem involves getting acquaintedwith the company, its business, its products and market environment, advertising bymeans of library consultation and extensive interviewing of company’s officials. 7
  34. 34. 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 sell4) 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 thesecondary data cannot be of much use, collection of primary data becomenecessary. Three widely used methods of gathering primary data are :- A) Survey B) Observation C) ExperimentationA) Survey Method: - In this method, information gathered directly from individualrespondents, either through personal interviews or through mail questionnaires ortelephone interviews. 7
  35. 35. B) Observation Method: - The research data are gathered through observingand recording their actions in a marketing situation. This technique is highlyaccurate. It is rather an expensive technique.C) Experimental Method: - This method involves carrying out a small scale trialsolution to a problem, while at the same time, attempting to control all factorsrelevant to the problem. The main assumption here is that the test conditions areessentially the same as those that will be encountered later when conclusionsderived from the experiment are applied to a broader marketing area.D) The Panel Research:- In this technique the same group of respondents iscontacted for more then one occasion; and the information obtained to find out ifthere 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 sample6) 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 7
  36. 36. 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 hisrecommendation are being implemented and if not, why CHAPTER-4 7
  37. 37. RESEARCH METHODOLOGYRESEARCH 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 7
  38. 38. 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. 7
  39. 39. RESEARCH DESIGNA Research design specifies the methods and procedures for conducting a particularstudy. It is a map (or) blue print to which the research is to be conducted. Descriptiveresearch design has been considered as a suitable methodology for present studyand for data analysis.SAMPLING DESIGNThe sampling design used was Convenience sampling, which is a non-probabilitysampling method. The convenience factors were the availability and approachabilityof the respondents.POPULATIONAll types of outlets that stock and sell Amul milk in the markets. The outlets havebeen classified into as follows  Convenience stores: All kinds of shops including bakeries  Eateries: all kinds of eating jointsPLACES OF STUDYThe study was conducted in the retail outlets in Raipur in the following areasi. Amlidih.ii. New Rajendra Nagar.iii. Katora Talab.iv. Priyadarshini Nagar.v. Shailendra Byron Bazar. 7
  40. 40. 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. 7
  41. 41. SOURCES OF DATAPrimary sourcesThe primary data was collected through questionnaires. They were filled using thescheduled method of data collection by the researcher.Secondary sourcesThe secondary sources were used only for collecting information regarding thesample; they were however not used for analysisLIMITATIONS OF THE RESEARCH :-The limitations of the research were as follows1. Lack of proper experience on the part of the researcher in conducting such studiesin the past.2. Time frame required was not enough to survey more number of outlets.ANALYSIS TECHNIQUESQuantitative analysis is performed using the data collected at each outlet toestimate the presence of Amul milk.Tools Utilized  Percentage Analysis  Graph Chart 7
  42. 42. SAMPLING1. 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, etc3. 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. 7
  43. 43. 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
  45. 45. DATA ANALYSIS AND INTERPRETATION:- The collected data were not easily understandable, so I like to analyze thecollected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of thecollected 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 basisi.e. male and female. Gender classification is requiring to marketer because differentgender exhibits different perception towards products. In classification of gender thefollowing number is used to know their perception. Classification of Customers Based On SexSex No. of respondents Percentage %Male 35 35Female 65 65Total 100 100 Sources: Primary Data Table: 5.1INTERPRETATION: 7
  46. 46. 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 werebelongs to female group. CLASSIFICATION OF CUSTOMERS BASED ON SEX 80 60 40 Male 65 Female 20 35 N R o d n p e s t f . 0 Male Female Graph no: 5.1OCCUPATION: Occupation is also influences a person’s consumption pattern. A blue collarworker will buy work clothes, work shoes and lunch boxes. Similarly the Amul Milkand Milk products are purchased by various occupants. The following occupants ofthe respondents are classifies for the data collection. Analysis of Occupation of the Respondents 7
  47. 47. Occupation No. of. respondents Percentage %Business 20 20Employee 10 10House wife 65 65Others 05 05Total 100 100 Sources: Primary Data Table No: 5.2INTERPRETATION: 20% of the respondents are businessmen, 10% of the respondents areemployees, and 65% of the respondents are house wives, 05% of the respondentsare others group.INCOME: 7
  48. 48. Income decided the purchasing power of the customer. If the income is highthen, they go for high quality irrespective of price of the product. Hence in thisresearch I like to collect the data how income is influence to purchase Amul Milk . Analysis of Monthly Income of the RespondentsMonthly income No. of respondents Percentage %Below 5000 38 385001-10000 30 3010001-15000 21 2115001 & above 11 11Total 100 100 Sources: Primary Data Table No: 5.3INTERPRETATION: As per the data 38% of the respondents earn per month below 5000, 30% ofthe respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to15000. 11% of the respondents earn 15000 & above. From the above table we canconclude that majority of the respondents’ monthly income group of below 5000 andmore than 5000 to 10000. 7
  49. 49. GRAPH NO: 5.3PURCHASING FACTOR: Identification of various factors plays a vital role in consumer behaviorstudy. The various factors such as quality, price easy available etc. is influencing lotand influences positively. The following data reveals how various factors areinfluencing to buying of Amul Milk and Milk products. 7
  50. 50. Analysis of Factors to Buy AMUL MilkFactors No. of Respondents Percentage %Quality 38 38Brand image 28 28Price 20 20Easy availability 14 14Others Nil NilTotal 100 100` Source: Primary Data ANALYSIS OF FACTORS TO BUY AMUL MILK 40 38 35 respondents 30 28 25 No. of 20 20 15 14 10 5 0 Quality Brand Price availability image Factors Graph No. 5.4 7
  51. 51. Interpretation: 38% of respondents buying AMUL Milk for its Good Quality, 28% ofrespondents use for its Band Name,20% of its Price consideration, 14% of its easyavailability of respondents buying AMUL Milk & Milk products.Respondents Consumption Quality: Consumption quality is varying with various respondents. Some of customerthey buy less quantity and some them huge quantity depends upon requirement andnumber of people in their houses. The data is collected to know the variousconsumption patterns. Analysis of Consumption of Average Milk per DayConsumption No. of Respondents Percentage (%)1 Litre 70 702-4 Litre 10 10More than 4 Litres 20 20Total 100 100 Sources: Primary Data Table no: 5.5 7
  52. 52. Analysis of Average Consumption of Milk Per Day 70 No. of Respondents 70 60 50 40 30 20 20 10 10 0 1 LITRE 2-4 LITRES MORE THAN 4 LITRES Consumption Graph no.5.5INTERPRETATION: 70% of the respondents are consuming one litre per day. 10% of therespondents are consuming two to four litres per day. 20% of the respondents areconsuming more than four litres per day. From the above table we can conclude that majority of the respondents wereconsuming one litre per day. 7
  53. 53. PURCHASE DURATION: Repeat purchase will help to know what customer loyalty towards Amul Milk &milk products. When consumer repeatedly purchases the product, it is understoodthat they are satisfied with the products. The following data show the variousstatuses of the respondents. Analysis of Purchase Duration of the AMUL MilkDuration No. of Respondents Percentage (%)6 Months 05 051-2 Years 15 153-4 Years 20 20More than 4 years 60 60Total 100 100 Sources: Primary Data Table no: 5.6INTERPRETATION: As per the data gathered, out of 100 respondents, 05% of the respondentsbuying since last six months, 15% of the respondents from one to two years, 20 % ofthe 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 respondentsconsuming AMUL Milk & Milk products more than four years. 7
  54. 54. Analysis of Purchase Duration of the Milk Products 60 60 50 40 No.of Respondents 30 20 20 15 10 5 0 6 1-2 3-4 More Months Years Years than 4 years Consumption Graph no: 5.6OPINION TOWARDS PRODUCT: 7
  55. 55. The behaviour of users after his commitment to a product has been collectedwith respect product and terms of satisfaction with rating scale. The following are thedata obtained related to AMUL Milk. Analysis of Rating towards AMUL Milk.Ratings No. of Respondents Percentage (%)Excellent 25 25Good 48 48Average 22 22Poor 05 05Total 100 100 Source: Primary Data Table no: 5.7INTERPRETATION: 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 AverageQuality. 05% of the respondents rated that AMUL Milk & Milk products are Poor. From the above table we can conclude that majority of the respondents ratedAMUL Milk & Milk products are of Good Quality. 7
  56. 56. Analysis of Rating towards Amul Milk Products 50 45 40 No.of Respondents 35 30 25 48 20 15 25 22 10 5 5 0 Excellent Good Average Poor Rating Graph no.5.7VALUE FOR THE MONEY: Consumers always think while paying price to the products such as how muchwe are paying towards products and how much we are getting. This data is gatheredto know what value they are receiving from the AMUL Milk. 7
  57. 57. Analysis of Value for Money Paid by the RespondentsResponse No. of Respondents Percentage (%)Yes 96 96No 04 04Total 100 100 Sources: Primary Data Table no: 5.8INTERPRETATION: 96% of the respondents feel that they get the value for money they paid. Only04% of the respondents feel that they are not getting the value for money what theypaid. From the above table we can conclude that majority of the respondents areagreed that they are getting the value for money they paid. 7
  58. 58. Analysis of Value For Money Paid By The Consumers 100 96 80 Respondents 60 No. of 40 20 4 0 Yes No Response Graph no: 5.8INFLUENCE TO OTHER TO BUY PRODUCTS: Post experience & benefits will help organization in obtaining the additionalsale. In this connection feedback its act as an influence to others to adopt theproduct the user survey has conducted to identify what an extent user recommendsto others. The data has been extracted & it is as follows. Analysis of RecommendationsRecommended No. of Respondents Percentage (%)Yes 97 97No 03 03Total 100 100 Sources: Primary Data Table no: 5.9 7
  59. 59. INTERPRETATION: 97% of the respondents were recommended Amul milk and, 03% of therespondents were not recommended Amul milk and products to others. From the above table we can conclude that majority of the respondents wererecommended Amul milk. Analysis of Recommendations 97 100 No.of Respondents 80 60 40 20 3 0 Yes No opinions Table no: 5.9INTERPRETATION: 97% of the respondents were satisfies with the AMUL Milk. 03% of therespondents were not satisfies with the AMUL Milk. From the above table we can conclude that majority of the respondents weresatisfied with the AMUL Milk. 7
  61. 61. 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
  62. 62. 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
  63. 63. 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 importantlyits customers before making any move. 7
  64. 64. CHAPTER-7SWOT 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 • AbisOPPORTUNITY:-  Capture the market where supply of milk is nil. 7
  65. 65. ANNEXURE 7
  66. 66. BIBLIOGRAPHY & WEBLIOGRAPHYMarketing Management Philip Kotler, The Millennium Edition, Prentice HallOf India Private Limited, New Delhi.Periodical: Business WorldResearch Methodology: C.R.Kothari , 2nd edition. S.N Murty and U BhojannaWebsite Address: 7
  67. 67. QUESTIONNAIREDear Sir/Madam, I am conducting a survey entitled “Consumer Behavior & Satisfaction.”Please give your valuable information, your information will be kept confidential andwill be used only for academic purpose. Rohan Roy Samuel PGDM 4th trimester DSMName : - ______________________________________________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
  68. 68. 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 EXCELLENTPRICETASTEPACKAGINGAVAILIBILITYSCHEMES 7