The document is a study on consumer behavior regarding Amul ice creams conducted by students Naveen S. Ghodke and Vinod M.M. at Seshadripuram College during the 2017-18 academic year. The study covers various aspects of consumer preferences, including flavor choices, frequency of purchase, and satisfaction levels, indicating that most respondents prefer chocolate flavor and value quality. Overall, the findings suggest a positive market presence for Amul ice creams, emphasizing the importance of consumer satisfaction and potential areas for improvement in marketing strategies.

1. A STUDY ON CONSUMER BEHAVIOUR WITH SPECIAL
REFERENCE TO AMUL ICE-CREAMS
Bachelor of Business Administration of Seshadripuram College
2017-18
By
NAVEEN S GHODKE
VINOD M M
Under the guidance of
KAVITHA G
LECTURER OF SESHADRIPURAM COLLEGE
Department of Commerce and Management
Seshadripuram Degree College
Bangalore- 560020.

2. CERTIFICATE
This is to certify that the Survey report on “A STUDY ON CONSUMER
BEHAVIOUR WITH SPECIAL REFERENCE TO AMUL ICE-CREAMS”
is Submitted to Business Lab, Department of Commerce and Management as
a part of Extracurricular activity by NAVEEN S GHODKE and VINOD M M
under my guidance and supervision. This has not formed a basis for the award
of any other degree offered by the college or any other Universities.
PLACE: BANGALORE
DATE: 24/04/2018
KAVITHA G
GUIDE NAME & SIGNATURE

3. DECLARATION AND ACKNOWLEDGEMENT
I, NAVEEN S GHODKE & VINOD M M hereby declare that this Survey report is
a record of work carried out by me on “A STUDY ON CONSUMER BEHAVIOUR
WITH SPECIAL REFERENCE TO AMUL ICE-CREAMS” under the guidance of
KAVITHA G and submitted to Business Lab, Department of Commerce and
Management as a part of Extracurricular activity at Seshadripuram College. I also
declare that this has not formed as basis for the award of any other degree offered
by the college or any other Universities.
PLACE: BANGALORE NAVEEN S GHODKE
DATE: 24/04/2018 VINOD M M

4. TABLE OF CONTENTS
CHAPTERS PARTICULARS PAGE
NUMBERS
1 INTRODUCTION 5 - 7
2 OBJECTIVES AND METHODOLOGY 8 – 9
3 DATA ANALYSIS AND
INTERPRETATION.(includes charts,
graphs and tables)
10 – 22
4 FINDINGS AND CONCLUSION. 23 – 24
BIBLIOGRAPHY, LINKS AND
REFERENCES
25
QUESTIONAIRRE 26-29

5. CHAPTER – 1
INTRODUCTION

6. INTRODUCTION ON CONSUMER BEHAVIOUR
Consumer Behaviour is the study of how individuals, groups, the organization selects, buys, use
and dispose of goods or services to satisfy their needs and wants. A consumer's buying behaviour
is influenced by cultural, social, and personal factors.
The social factors include reference groups, opinion leader, and family while the personal factors
include age occupation etc. The measure of a behavioural aspect of consumers can be done on
various parameters such as occasions of purchase, benefits of using the products, consumer
status towards usage of the product, the rate at which the consumer consumes the product, the
loyalty status of the consumer, finally the attitude of the consumers towards the product.
The demographic variable includes age, family size, gender, income, occupation, education. The
buying behaviour is the impact of buyer's decision-making process.
The buying decision process involves 5 stages. The first stage is the problem recognition. At this
stage, a need is triggered by internal or external stimuli. The second stage is information search.
The sources of information may be personal, commercial, Public, experimental. The next stage is
Evaluation of alternatives and then the purchase decisions and the final stage is post-purchase
behaviour.
Overall the study on the buying behaviour of the product will help oneself to understand the
degree of involvement of consumer towards the product.

7. INTRODUCTION ON AMUL ICE-CREAM.
The journey of Amul Ice Cream began on the 10th March 1996 in Gujarat and with its superior
quality, it was able to capture the highest market share in a short period of time. In 1997, Amul
Ice Creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002.
Nationally it was rolled out in 1999.
Amul has always brought newness in its products and the same applies for its ice creams. Not
only has it grown at a phenomenal rate but also it has added a vast variety of flavors to its ever-
growing range. Currently, it offers a selection of 220 products.
Manufacturing Units.

8. CHAPTER -2
OBJECTIVES AND METHODOLOGY

9. Objectives of the study:
 To know the factors which affect costumer's buying behaviour while purchasing
Ice-Cream.
 To study the existing market of Amul Ice-Creams in various areas.
Methodology:
 We prepared our questionnaires based on the priors’ discussions having separate
questionnaires for established & unexplored markets.
 The final questionnaire was prepared after various modifications to the previous
questionnaire. Both open-ended & close-ended questions were used. informal interviews
were also conducted.

10. CHAPTER – 3
DATA ANALYSIS AND INTERPRETATION

11. 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 graphs, pie charts and others.

12. 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 Gender
GENDER NO. OF RESPONDENTS PERCENTAGE %
MALE 16 76.2
FEMALE 5 23.8
TOTAL 21 100
INTERPRETATION: 76.2% of the respondents are male and 23.8% of the respondents are
female.
ANALYSIS: From the above table we can conclude that, the majority of the respondents were
belongs to MALE group.

13. TABLE SHOWING WHICH FLAVOUR OF AMUL ICE-CREAM IS PREFERD BY THE
CONSUMERS
FLAVOUR NO. OF RESPONDENTS PERCENTAGE %
CHOCOLATE 11 52.4
VANILLA 3 14.3
STRAWBERRY 3 14.3
OTHER 4 19
TOTAL 21 100
CHART SHOWING TABLE SHOWING WHICH FLAVOUR OF AMUL ICE-CREAM IS
PREFERD BY THE CONSUMERS
INTERPRETATION: 52.4% of the respondents prefer Chocolate flavour, 14.3% of the
respondents prefer vanilla as well as strawberry flavour, and 19% of the respondents prefer other
flavours of Amul Ice-Creams.
ANALYSIS: From the above table we can conclude that majority of the respondents like
Chocolate flavoured Amul Ice – Creams.

14. TABLE SHOWING WHY DO THEY PREFER THIS BRAND OF AMUL ICE-CREAM
PREFER THIS BRAND NO. OF RESPONDENTS PERCENTAGE %
QUALITY 14 66.7
BRAND IMAGE 0 0
PRICE 2 9.5
OTHER 5 23.8
TOTAL 21 100
CHART SHOWING WHY PREFER THIS BRAND OF AMUL ICE-CREAM
INTERPRETATION: 66.7% of respondents are preferring this Amul ice-cream for its good
quality, 9.5% of respondents use for its price consideration, 23.8 % of its are other consideration.
ANALYSIS: From the above table we can conclude that majority of the respondents prefer
quality in Amul Ice – Creams.

15. TABLE SHOWING HOW FREQUENTLY DO CONSUMER PURCHASE AMUL ICE-
CREAM
FREQUENTLY
(PURCHASE)
NO. OF RESPONDENTS PERCENTAGE %
EVERYDAY 3 14.3
3-4 TIMES A WEEK 2 9.5
ONCE A WEEK 8 38.1
ONCE A MONTH 8 38.1
TOTAL 21 100
CHART SHOWING HOW FREQUENTLY DO CONSUMER PURCHASE AMUL ICE-
CREAM
INTERPRETATION: 38.1% of the respondents are purchasing Amul Ice-Creams once a week as
well as once a month. 14.3% of the respondents are purchasing Amul Ice-Creams per day. 9.5%
of the respondents are purchasing more than three-four times per week.
ANALYSIS: From the above table we can conclude that 8+8=16 of the respondents like
purchase Amul Ice – Creams once a week or once a month.

16. TABLE SHOWING WHICH PACKAGING OF AMUL ICE-CREAMS DO THEY
PURCHASE
PACKAGING NO. OF RESPONDENTS PERCENTAGE %
CONE 9 42.9
CUP 3 14.3
PLASTIC CONTAINER 4 19
TUB 5 23.8
TOTAL 21 100
CHART SHOWING WHICH PACKAGING OF AMUL ICE-CREAMS DO THEY
PURCHASE
INTERPRETATION: 42.9% of the respondents prefer in Cone. 14.3% of the respondents prefer
in Cup. 19% of the respondents prefer in Plastic Container & 23.8% of the respondents prefer
Tub.
ANALYSIS: From the above table we can conclude that majority of the respondents like to buy
in a Cone Shaped Amul Ice – Creams.

17. TABLE SHOWING WHETHER THE CONSUMERS ARE SATISFIED OR NOT
SATISFIED NO. OF RESPONDENTS PERCENTAGE %
YES 10 47.6
NO 2 9.5
MAYBE 9 42.9
TOTAL 21 100
CHART SHOWING WHETHER THE CONSUMERS ARE SATISFIED OR NOT
INTERPRETATION: 47.6% of the respondents feel that they are satisfied. Only 9.5% of the
respondents feel that they are not satisfied & 42.9% of the respondents feel OK – ish.
ANALYSIS: From the above table we can conclude that majority of the respondents are satisfied
with Amul Ice – Creams.

18. TABLE SHOWING FROM WHERE DO THEY BUY AMUL ICE-CREAM FROM
BUY FROM NO. OF RESPONDENTS PERCENTAGE %
MOBILE CART 1 4.8
SUPER/RETAIL MART 3 14.3
CONVENIENCE SHOP 13 61.9
ONLINE STORES 4 19
TOTAL 21 100
CHART SHOWING FROM WHERE DO THEY BUY AMUL ICE-CREAM FROM
INTERPRETATION: 61.9% of the respondents prefer buying Amul Ice-Creams from
Convenience shop. 19% of the respondents prefer buying Amul Ice-Creams from Online Stores.
14.3% of the respondents prefer purchasing Amul Ice-Creams from Super/Retail Mart & 1% of
its respondents prefer buying Amul Ice-Creams from Mobile Cart.
ANALYSIS: From the above table we can conclude that majority of the respondents like to buy
Amul Ice – Creams from a Convenient Shop.

19. TABLE SHOWING HOW MANY TIMES CONSUMERS THEY EAT AMUL ICE-CREAMS
IN A WEEK.
TIMES (CONSUME) NO. OF RESPONDENTS PERCENTAGE %
LESS THAN ONCE 9 42.9
MORE THAN ONCE 4 19
MORE THAN TWICE 4 19
MORE THAN FOUR TIMES 2 9.5
EVERY – DAY 2 9.5
TOTAL 21 100
CHART SHOWING HOW MANY TIMES CONSUMERS THEY EAT AMUL ICE-CREAMS
IN A WEEK
INTERPRETATION: 42.9% of the respondents consume Amul Ice-Creams less than once. 19%
of the respondents consume Amul Ice-Creams more than once & more than twice. 9.5% of the
respondents consume Amul Ice-Creams more than four times and some of them also like to
consume it every-day.
ANALYSIS: From the above table we can conclude that majority of the respondents like Amul
Ice – Creams to have it less than once.

20. TABLE SHOWING WHICH SOURCE INFLUENCED CONSUMERS TO BUY THIS
BRAND AMUL ICE-CREAM
SOURCE INFLUENCED TO
BUY
NO. OF RESPONDENTS PERCENTAGE %
FAMILY 1 4.8
FRIENDS 8 38.1
COOL ADVERTISEMENT 8 38.1
SAMPLING 1 4.8
OTHER 3 14.3
TOTAL 21 100
CHART SHOWING WHICH SOURCE INFLUENCED CONSUMERS TO BUY THIS
BRAND AMUL ICE-CREAM
INTERPRETATION: 38.1% of the respondents are influenced through Friends as well as Cool
Advertisement. 4.8% of the respondents are influenced from family members & sampling. And
the rest 14.3% respondents of influenced with some other activities.
ANALYSIS: From the above table we can conclude that majority of the respondents are
influenced from friends and cool advertisements.

21. TABLE SHOWING HOW MUCH CONSUMERS LIKE AMUL ICE-CREAM COMPARED
TO OTHER FOODS
LIKE (COMPARED TO
OTHER FOODS)
NO. OF RESPONDENTS PERCENTAGE %
1 (NOT VERY MUCH) 1 4.8
2 0 0
3 0 0
4 1 4.8
5 3 14.3
6 2 9.5
7 5 23.8
8 6 28.6
9 0 0
10 (VERY MUCH) 3 14.3
TOTAL 21 100
BAR GRAPH SHOWING HOW MUCH CONSUMERS LIKE AMUL ICE-CREAM COMPARED TO OTHER FOODS
INTERPRETATION & ANALYSIS: From the above table we can conclude that majority of the
respondents like Amul Ice – Creams very much.

22. TABLE SHOWING HOW LIKELY WOULD YOU RECOMMEND THIS AMUL ICE-
CREAM TO A FRIEND OR COLLEAGUE
LIKELY (RECOMMEND
TO FRIEND OR
COLLEAGUE)
NO. OF RESPONDENTS PERCENTAGE %
1 2 9.5
2 0 0
3 8 38.1
4 9 42.9
5 2 9.5
TOTAL 21 100
BAR GRAPH SHOWING HOW LIKELY WOULD YOU RECOMMEND THIS AMUL ICE-
CREAM TO A FRIEND OR COLLEAGUE
INTERPRETATION AND ANALYSIS: From the above table we can conclude that majority of
the respondents recommend Amul Ice – Creams to their friend or colleague.

23. CHAPTER – 4
FINDINGS AND CONCLUSION.

24. Findings
1. The majority of the respondents like Chocolate flavoured Amul Ice – Creams.
2. The majority of the respondents prefer quality in Amul Ice – Creams.
3. The respondents like to purchase Amul Ice – Creams once a week or once a month.
4. The respondents like to buy in a Cone Shaped Amul Ice – Creams.
5. The respondents are satisfied with Amul Ice – Creams.
6. The respondents like to buy Amul Ice – Creams from a Convenient Shop.
7. The respondents like Amul Ice – Creams to have it less than once.
8. The respondents are influenced from friends and cool advertisements.
9. The respondents like Amul Ice – Creams very much.
10. The respondents recommend Amul Ice – Creams to their friend or colleague very much.
Conclusion
From the survey conducted it is observed that Amul Ice – Creams has a good market share.
Finally, I conclude that, majority of the customers are satisfied with the Amul Ice – Cream
products because of its good quality, reputation, easy availabilities. Some customers are not
satisfied with the Amul Ice – Creams because of high price, lack of dealer services, spoilage
and low shelf life etc. therefore, if slight modification in the marketing program 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.

25. Bibliography, links and references
BIBLIOGRAPHY
1. C.R.Kothari , 2nd edition.
S.N Murty and U Bhojanna
LINKS
1. http://www.amul.com/
2. http://www.amulicecream.in/index2.html
3. https://www.slideshare.net/rhnsml/amul-pouch-milk

26. Questionnaire
Dear Respondents,
I am conducting a survey entitled “CONSUMER BEHAVIOUR WITH SPECIAL REFERENCE
TO AMUL ICE-CREAMS” Please give your valuable information, your information will be
kept confidential and will be used only for academic purpose.
Naveen S Ghodke & Vinod MM.
Name
Gender Male Female
Age
1. Which flavor of Amul Ice-Cream do you prefer?
a) (Chocolate)
b) (Vanilla)
c) (Strawberry)
d) (Other)

27. 2. Why do you prefer this brand of Amul Ice-Cream?
a) (Quality)
b) (Brand Image)
c) (Price)
d) (Other)
3. How frequently do you purchase Amul Ice-Cream?
a) (Everyday)
b) (3-4 times a week)
c) (Once a week)
d) (Once a month)
4. Which packaging of Amul Ice-Cream do you purchase?
a) (Cone)
b) (Cup)
c) (Plastic Container)
d) (Tub)
5. Are you satisfied with the Amul Ice-Cream you eat?
a) (Yes)
b) (No)
c) (Maybe)
6. From where do you buy Amul Ice-Cream from?
a) (Mobile Cart)
b) (Super/Retail Mart)
c) (Convenience Shop)
d) (Online Stores (E.g. Grofers, Big – Basket))

28. 7. How many times do you eat Amul Ice-Cream in a week?
a) (Less than once)
b) (More than once)
c) (More than twice)
d) (More than four times)
e) (Every-Day)
8. What source influenced you to buy this brand Amul Ice-Cream?
a) (Family)
b) (Friends)
c) (Cool Advertisement)
d) (Sampling)
e) (Other)
9. How much you like Amul Ice-Cream compared to other foods?
a) 0 (Not very much)
b) 1
c) 2
d) 3
e) 4
f) 5
g) 6
h) 7
i) 8
j) 9
k) 10 (Very much).

29. 10. How likely would you recommend this Amul Ice-Cream to a friend or colleague?
a) 1
b) 2
c) 3
d) 4
e) 5

30. Thank You