This study examines customer preferences for Amul milk and curd in Hyderabad. The objectives are to identify consumer preferences, perceptions of Amul milk, and attributes that impact milk purchases. A random sample of 300 tea stall vendors and housewives were surveyed. The study analyzes the data using SPSS to test hypotheses about factors influencing brand selection and switching. Key findings indicate that timely delivery, availability, and awareness influence customer choices. Suggestions include improving margins, delivery, promotions, and packaging to attract more customers. The study is limited by its sample size and focus only on Hyderabad.

1. A study on customer preferences for Amul
milk and curd with special reference to
Hyderbadis
Presented By
Zebrina.L
Reg No 1401129
PGDM
Under the guidance of
Dr. Shaheen

2. Presentation path
Purpose of the Study
Objectives of the Study
Research Questions
Hypothesis and methodology
Industrial background along with a brief profile
of GCMMF
Data Analysis and Interpretation with relation
to the Hypothesis
Findings and Suggestions
Limitation of the study

3. Purpose of the study
To know and understand the consumption of milk
and curd by households in Hyderabad
 To identify the various factors that influence the
customers in purchase of milk
It also aims at studying the customer preferences
of Amul milk over other brands in Hyderabad

4. 1. To identify the consumer preferences(like
quality of milk, preferable purchase etc.)
2. To access consumer perception of Amul milk
for direct consumption and for the
preparation of curd
3. To identify various attributes that has an
impact on the purchase of milk
4. To examine the best practices of the
competitors
Objectives of the study

5. Research Questions
1. How consumers perceive Amul milk for direct
consumption and for preparation of curd?
2. Which variety of milk is being preferred by
most of the households?
3. What are the attributes that are being
considered that influences the buying decisions
of the households?
4. What is the best practices that could be
followed in order to improve the marketing
channel of Amul?

6. Hypothesis
#H1: There is an impact of the price on the purchase of a
particular brand of milk
#H2:Easy to make thick curd, Low price, Low fat content are
the reasons that influence the customers to buy Amul milk
#H3:Price rise, no proper delivery on time, Lack of
Availability and influence of others are the reasons for
switching from current brand to Amul
#H4:Lack of Availability, Low shelf life, Taste and Thickness
are the reasons for not using Amul milk

7. Methodology
Simple random sampling is the technique that is used
300 questionnaires are administered to collect data (i.e.
150 tea stall vendors, 150 housewives)
It is statistically analysed using SPSS software
Chi-square test is the statistical tool used for analysing
data and drawing meaningful interpretations

8. Industrial background along with a
brief profile of GCMMF
The dairy industry has a growth rate of 5 per cent
per annum
Some of the leading dairy companies in India are
Amul and GCMMF Ltd.
A.P Dairy Development Co-operative Federation
Ltd.
Haryana dairy Development Co-operative
Federation Ltd.

9. GCMMF Profile
Amul is a brand managed by GCMMF
Vision
To provide more and more satisfaction o the farmers,
employees and the distributers
Mission
To satisfy the taste and nutritional requirements of
its customers

10. The Amul
Model

11. Data Analysis and Interpretation with
relation to the Hypothesis
#H1 Price has a significant impact on the selection of a
brand (Significance level is 0.004)
#H2 Easy to make thick curd, low price and low fat content
have impact on the selection of milk brand for curd
(Significance level is 0.045)
#H3 Price rise, No proper time delivery, Lack of availability
and influence of others are the reasons for switching of brand
(Significance level is 0.05)
#H4 Availability, Shelf life, taste, thickness are found to be
the reasons for not using Amul ( Significance level is 0.049)

12. Findings
No proper time delivery is found to be the major
reason for switching
44 per cent of the tea stall vendors use Tirumala milk
because of the thickness and availability
Lack of Awareness of Amul milk has been the major
reason for households to prefer other brands
65.3 per cent of the tea stall vendors are brand
switchers
Heritage is being preferred by housewives because it
has a better shelf life when compared to Amul

13. Suggestions
 Re 1/- Margin for tea stall vendors
 New quality milk satisfying thickness and fat content
 Focus of Timely delivery and availability to the core
 Innovative promotions to attract customers
( surprise coupons)
 Attractive offers for retailers( Rs. 100/- discount)
 Build good customer relationship with distributors
 1 litre milk packs could be supplied for tea stall
vendors improving their conveience

14. Limitation of the Study
Keeping in view the time bound and budgetary
constraints only Hyderabad is considered for
the study
Sample size is restricted to 300 as against
approximately 44.13 million dairy consumers in
India
The data collected is illustrative not exhaustive