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CHAPTER I
INTRODUCTION OF THE STUDY &METHODOLOGY
1.1 Introduction of the Study
The Birth of Amul
It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation
by middlemen Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town
in the state of Gujarat in western India. The exploitative trade practices followed by the
local trade cartel triggered off the cooperative movement. Angered by unfair and
manipulative practices followed by the trade, the farmers of the district approached the great
Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of
middlemen and form their own co-operative, which would have procurement, processing
and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the
cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai
and Tribhuvan Das Patel, they formed their own cooperative in 1946.
1.2 Management Problem
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with
just two village dairy co-operative societies and 247 litres of milk and is today better known
as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of
Tribhuvan Das Patel, the founder Chairman and the committed professionalism of Dr
Verghese Kurien, who was entrusted the task of running the dairy from 1950.
1.3 Statement of Research Problem
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a
federation of member unions at the state level.
1.4 Objective of the Study
1.4.1 Value for Money, Value For Many the Amul Motive
1.4.2 To study existing policies and provisions.
1.4.3 To study opinions among the employees and customers
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1.4.4 To study impact on international Business as most iconic dairy brand.
1.4.5 To study consumer preference towards Amul products.
1.4.6 To study factor which influence customers.
1.4.7 To study quality of the factor.
1.5 Scope of the Study
1.5.1 The scope of study is limited up to Gondia region.
1.5.2 The scope of study is limited due to time and money constraints.
1.5.3 The scope of study is limited due to limited sample size, i.e, 60.
1.6 Hypothesis: -
1) Customers are highly satisfied with Amul products.
2) Price is the major factor which influence customer.
1.7 Importance of the Study
1.6.1 Cooperative Model in International Trade
Amul's cooperative model offers valuable insights into how cooperative enterprises can
compete effectively in the global market. Understanding how Amul, as a cooperative,
engages in international trade, establishes partnerships, and navigates global market
dynamics can provide lessons for other cooperative organizations aspiring to expand
globally.
1.6.2 Market Entry Strategies:
Amul's success in entering and expanding in international markets showcases various
market entry strategies such as export-led growth, joint ventures, strategic alliances, and
foreign direct investment. Studying Amul's approach can help MBA IB students understand
the complexities involved in entering new markets and the strategies that can facilitate
successful market penetration.
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1.8 Research Methodology
Research methodology plays a crucial role in understanding and analyzing the international
business (IB) strategies of Amul. Below is a proposed research methodology for studying
Amul's IB practices:
1.7.1 Research Design:
Exploratory Research: Given the complexity and depth of Amul's IB operations, an
exploratory research design is appropriate to gain a comprehensive understanding of its
strategies, challenges, and successes in international markets.
1.7.2 Data Collection:
Data collection refers to a purpose gathering of information relevant to the subject matter
under study and methods depend mainly on nature, purpose and scope of the enquiry to be
undertaken on the available resources and time.
Data collection is one of the methods of research. There are mainly two methods of the data
collection.
PRIMARY DATA COLLECTION
SECONDARY DATA COLLECTION
PRIMARY DATA:
The primary data are those which are collected afresh and for the first time, and thus
happens to be original in character. We can obtain primary data either through observation
or through direct communication with respondents in one form or another or through
personal interview.
SECONDARY DATA:
Secondary data means data that are already available i.e. they refer to the data which have
been already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them.
• Internet
• Company manuals and booklets
• Books etc.
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The source of information is generally classified as primary and secondary. According to
payline V. young The source of information can be classified into documentary sources and
field sources.
a) Primary data :-
The information given/ collected by individual or groups constitute primary source.
Methods of generating primary data
• Survey
• Personal interview
• Observation
• Questionnaire
b) Secondary data:-
Books, diary, manuscript, letter, magazine, internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as
questionnaire and secondary sources as books and internet for data collection.
Tools Of Data Collection:
Questionnaire and observation were used as tool for primary source of data collection.
Books and internet were used as tool for secondary source of data collection.
Pre-study:
After careful study of literature and expert consultation the researcher still may have only
a rather vague idea about the critical element in his problem. As pilot study sometimes may
be launched as a step preliminary to the form scale before original study are carried out in
order to gain some preliminary information of the main project.
Pretesting: -
Pretesting is the process of an advance testing of study design after the interview schedule
has been prepared. The researcher referred books and internet to get prepared literature for
this project and report.
Processing: -
Once the collection of data is over the main step top arranged for processing and analysis
of data.
Editing: -
The preparation of the data forms for the tabulations must include on operational procedure
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for accepting, modifying or resection individual questionnaire.
Tabulation: -
Tabulation is a process of summarizing raw and display it in compact forms for further
analysis. Analysis of data is made possible through tables. These tables sre made for
different variables and to show relationship with each other.
Interpretation of data: -
Analysis and interpretation are central step in research process. The goal of analysis is to
summarize collected data in such a way that they provide answer to the and triggered the
researcher. Interpretation is the research for the broader meaning of research finding.
1.7.3 Sampling Technique
Purposeful Sampling: Select key informants within Amul who possess relevant
knowledge and experience in international business operations. Ensure
representation from different departments and hierarchical levels to capture
diverse perspectives.
1.7.4 Data Analysis:
Qualitative Analysis: Utilize thematic analysis to identify recurring themes,
patterns, and insights from interview transcripts and qualitative data collected.
Analyze qualitative data to understand Amul's internationalization strategies,
market entry modes, marketing approaches, and organizational culture.
1.7.5 Research Ethics:
Ensure ethical considerations are adhered to throughout the research process,
including obtaining informed consent from participants, maintaining
confidentiality of sensitive information, and presenting findings accurately and
objectively.
1.7.6 Limitations:
Acknowledge potential limitations of the research methodology, such as reliance
on self-reported data, limited generalizability of findings, and potential biases in
participant responses.
1.7.7 Validity and Reliability:
Enhance validity and reliability by triarigulating data from multiple sources,
using established research instruments, and ensuring consistency in data
collection and analysis procedures.
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1.7.8 Reporting and Dissemination:
Present research findings in a comprehensive report format, including an
executive summary, literature review, methodology, findings, discussion, and
recommendations. Disseminate research findings through acr mic publications,
conference presentations, and industry reports to contribute to the academic
understanding of IB practices and inform
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CHAPTER II
THEORETICAL BACKGROUND
Health and safety is a cross-disciplinary area concerned with protecting the safety
and health of people engaged in work or employment. The goal of safety and
health programs is to foster a safe and healthy work environment.
Health Management:
Though good health is necessary for any individual and there are various methods
for maintaining good health, it has received added attention in the case of
industrial workers because they are prone to certain occupational diseases caused
by inherent working conditions in some specific occupations. Therefore,
management of health is a pre-requisite for workers efficiency. So health
management is required.
• To maintain and improve productivity and quality of work;
• To improve employee motivation and morale;
• To reduce spoilage and cost of operations;
• To reduce industrial unrest, indiscipline and accidents;
• To minimize absenteeism and turnover.
• Occupational Hazards-
Occupational hazards are conditions which may cause occupational diseases.
These hazards may be classified into chemical, environmental, psychological,
mechanical, biological etc.
Statutory Provisions Concerning Health-
Various statutory provisions concerning health have been made in chapter III
sections 11 to 20 of the factories act 1948. These provisions are as follows;
• Cleanliness-
Every factory shall be kept clean and free from effluvia arising from any drain or
other nuisance. The floor of every workroom shall be cleaned at least once in
every week by washing, using disinfectants. Where necessary or by some
effective method.
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• Disposal of waste and effluents-
Effective arrangements shall be made in every factory for the treatment of waste
and effluents due to the manufacturing process carried on therein, so as to render
them innocuous and for their disposal.
• Ventilation and Temperature –
Effective and suitable provisions shall be made in every factory for securing and
maintaining in every workroom.
Adequate ventilation by the circulation of fresh air, Such temperature which well
secures the workers therein with reasonable conditions of comfort and prevents
injury to health.
Drinking water-
In every factory, effective arrangements shall be made to provide and maintain at
suitable points conveniently situated for all workers employed therein a sufficient
supply of wholesome drinking water.
Safety Management-
Due to rapid industrialization mechanical, electrical, chemical and
radiation Hazards have increased at the workplace and industrial workers are
exposed to such hazards which result in accident on and off the problems of
industrial accidents have drawn attention from such disciplines as sociology,
psychology and engineering.
Lapse of safety and its resultant impact accident may be defined as
an unplanned and uncontrolled event which causes injury to a person. A legal
definition of the accident has been provided by the factories act 1948 which states
that accident is an occurrence in an industrial establishment causing bodily injury
to a person which makes him unfit to resume his duties in next 48 hours
Causes of Accidents-
Accidents are caused by a combination of factors, each one of these may vary
from situation-to-situation accidents do not just happen they are caused Heinrich
concluded that 98 percent of accidents were caused either by unsafe action or
unsafe mechanical or physical condition or both and this could have been
prevented.
Unsafe condition-
There are work related causes and the most frequent causes of accidents various
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work-related factors which cause accidents to occur are as follows.
Nature of Job-
Some jobs are more prone to accidents as compared to other. Eg- job of a crane
operator as compared to a foreman.
Nature of Machinery and Equipment-
Some machinery and equipment have high danger zones as compared to others
eg- about one third of accidents occur around hand-lift trucks, wheel borrows and
other handling and lifting equipment.
Poor Physical condition-
Poor physical condition prevailing at the work place causing accidents is of the
following types:
• Hazards layout of plant and machinery.
• Defective work procedures in and around machinery and equipment.
• Defective machinery and equipment.
• In adequate and fault safety devices.
• Improper ventilation.
Unsafe acts-
Unsafe acts are those activities which are not taken according to the prescribed
standard or procedures. Such acts are of following nature.
• Operating without authority.
• Failure in using safety devices.
• Throwing materials on the shop floor carelessly.
• Failure to listen warnings.
• Operating machines at unsafe speed.
• Making safety device inoperative by removing, adjusting or disconnecting
them.
• Using unsafe procedures in loading, placing, mixing and combining.
Safety Training-
There are two types of objectives associated with safety training.
• To develop safety consciousness among employee and build up favorable
attitudes in them towards safety measures and precautions.
• To ensures safe work performance on the part of each employee by
developing skill in the use and operating of safety equipment.
Safety Campaign-
• It involves informing and motivating employee to observe safety in the
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organization such activities include putting posters, screening films and
safety work and safety awards. Safety posters with poignant and
penetrating slogans may be put on the wall.
Safety Provisions Concerning Safety-
• Various statutory provisions concerning safety have been made under
sec21 to 40 of the factories act 1948. The International Labour
Organization (ILO) organized a tripartite technical Conference in 194 to
formulate a ‘Model Code’ of safety Regulations for Industrial
Establishment for the guidance of governments and industry. The code
covers various areas of unsafe conditions and unsafe acts In India. The
factories act, 1948 lays down safety provisions contained in sections 21 to
41. These provisions are obligatory on the part of industrial establishments.
A brief resume of these is presented as follows.
• Sec 21 to sec 31 defines the precautions regarding machinery handling by
the workers with proper instruction and proper training.
Fencing of Machinery-
• It is obligatory on the part of the management to fence machinery with
guards of a substantial construction. The same shall be constantly
maintained and kept in its proper position when any part of the machine is
in motion or movement.
Work on or near machinery in Motion-
A trained adult male worker wearing tight fitting clothing should examine and
operate the machine in the motion. He should not handle a belt on a moving pulley
more than fifteen centimeter in width no young children or women should handle
a machine which is in motion.
Employment of Adolescents on Dangerous Machines-
Young Persons should not be allowed to work on dangerous machines unless he
has been fully instructed as to the dangers involved and he has received sufficient
training to work on the machine under the supervision of a person having
thorough knowledge and experience of working on that machine.
Striking Gear or Device for cutting off Power-
Every factory must provide suitable striking gear to move driving belt to and from
fast and loose pulleys which form part of transmission machinery. There should
also be a locking device to prevent accidental starting of transmission machinery
to which the device is fitted.
Self-acting Machines-
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No traversing part of a self-acting machine and no material carried there on shall
be allowed to run within a distance of 45 centimeters from any fixed structure
which is not a part of the machine.
Costing of New Machinery-
All machinery driven by power and installed in any factory after April 1949m
every set crew, bolt or key, spindle shall be sunk or securely guarded to prevent
any danger further all spur, worm and toothed or friction gearing while in
operation shall be completely uncase unless it is safety situated.
Prohibition of Employment of Woman and Children near cotton Openers:
Women and children shall not be employed in any part of a factory for processing
cottons when cotton opener is in operation. However, women and children may
be employed in a room which is separated from opener.
Hoists and Lifts-
In every factory, hoists and lifts should be in good condition and should be
examined once in every six months.
Lifting Machines, Tackles, chains and Ropes -
Similarly, in every factory, lifting machines chains, ropes and lifting tackles must
being good construction and examined once in a year.
Revolving Machinery-
In every room where grinding work is going on a notice indicating the maximum
safe working peripherals speed of the machine shall be affixed near it. Effective
measures will also be taken in every factory to ensure that the safe working
peripheral speed of every revolving vessel, cage, basket, flywheel, pulley, or
similar other appliance driven by power is not exceeded.
Pressure plants-
If in any factory any plant or its part is operated at a pressure above atmospheric
pressure, the pressure should not be allowed to exceed by taking effective
measures in this regard.
Floors, Stairs and other means of Access-
In every factory, all floors, steps, stairs, passage and gangway shall be of sound
construction and be properly maintain.
Pits, Sumps, Opening in floor-
If every company pits, sumps, fixed vessels, tanks, openings in the ground or in
the floor shall be securely covered.
Excessive Weight-
No person shall be employed in any company to lift, carry or move any load so
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heavy as to be likely to cause him injury.
Protection of Eyes-
Screen or suitable goggles shall be provided for the protection of persons
employed on or in immediate vicinity of mechanical or other processes which
involves any danger or injury to the workers eyesight.
Precautions Against Dangerous Fumes-
No person shall be required to canter any chamber, tank, vat, pit, pipe, or other
confined space in any company in which Gas, fumes, vapor or dust is likely to be
present to such an extent as to involve risk to persons being overcome thereby,
unless it is provided with a manhole of adequate size.
Precautions Regarding the Use of Portable Electric Light-
No portable electric light or any other electric appliance of voltage exceeding 24
volts shall be permitted for use inside the work place.
Precautions in Case Of Fire-
In every company all practicable measures shall be taken to prevent outbreak of
fire and its spread both internally and externally.
Safety Officers-
In every company (I) where in 1000 or more workers are ordinarily employed or
(ii)where in opinion of the state government, any manufacturing process or
operation is carried on which process or operation involves any risk of bodily
injury poisoning or disease or any other hazard to health.
The Other Acts covering statutory Provisions Of safety are-
• Mines Act 1952
• Plantation Labor Act 1961
• Bide and Cigar workers (condition of Employment Act 1966)
• Contract Labor (Regulation and Abolitions) Act 1970
• Motor Transport workers Act 1961
Legal Aspects relating to “Employee Safety”-
There are legal provisions too for undertaking safety measures.
There are laws covering occupational health and safety penalties for non-
compliance have become quite sever. The responsibility extends to the safety and
health of the surrounding community too.
The civil law establishes the extend of damages or compensation
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under the criminal law; sentences are prescribed under the pollution control laws.
There is no ceiling on the extend of liability.
• The various acts involved in Employee safety are as follows-
• The Factories Act 1984
• The Employees state Insurance Act 1948
• The Indian Explosive Act 1884
• The Explosive substance Act 1904
• The inflammable substance Act 1952
• The petroleum Act 1934
• The Indian Electricity Act 1910
• The Indian Boilers Act 1934
• The Fatal accidents Act 1885
Measures for Ensuring Safety-
Creating Safety Consciousness:
There are several techniques that can be used to try to persuade people at all levels
that safety makes sense. Safety makes sense. Safety campaigns can be useful in
producing short term as well as long term effect.
1) Safety Contests-
Safety contests and videocassettes that depict a set of circumstance to which
employee can readily relate could create good impact and convey the message
effectively.
2) Strict discipline-
Conventional method has to lay down strict rules in relation to safe working
practice and to punish those who show deviant behavior and do not confirm with
the rules.
3) Discussion-
This could be positive approach involving participation of people to understand
the way that they view the question of safety.
4) Role Plays Techniques-
This is most effective way to change attitudes towards safety on a more long term
basis as an employee is encouraged to think himself into the role of another. All
these methods and their different combinations can help to create the will to be
safe and this will achieve much to reduce specific accident causation factors.
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CHAPTER : III
INTRODUCTION TO THE ORGANIZATION
NAME OF THE UNIT–
RAJARAM SOLVEX LIMITED, ISLAMPUR
LOCATION AND ADDRESS OF THE UNIT–
A-21, M. I. D. C. INDUSTRIAL AREA, ISLAMPUR, -415409
BRIEF HISTORY OF UNIT-
AMUL AND THE COOPERATIVE MOVEMENT:
Amul embarked upon its illustrious journey as a beacon for the Indian cooperative movement
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in 1946. Since then, it has been undergoing a multidimensional evolution whose overarching
objective has been the same throughout: serving the farmer and catering to consumer
requirements.
A structural landmark in this evolution process was the formation of the GCMMF in 1974.
Throughout these last 35 years, the company has demonstrated-again and again-that Amul both
represents and reconciles diverse expectations and aspirations.
GUJARAT COOPERATIVE MILK MARKETING FEDERATION (GCMMF):
Gujarat Cooperative Milk Marketing Federation (GCMMF) is an India’s largest food product
marketing organization. It is a state level apex body of milk cooperatives in Gujarat, which aims
to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products, which are good value for money.
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o Rajaram Solvex Limited Details-
Date of Incorporation 10 May, 1991
Status Active
Company Category Company limited by Shares
Company Sub-category Non-govt. Company
Business Activity Manufacturing (Food stuffs)
Authorized Capital 1100.0 lakhs
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Paid-up Capital 207.02 lakhs
Paid-up Capital % 18.819572
STRATEGIC INTENT OF COMPANY
1. Company Objectives
“Objectives are the backbone of an organization. Any business without Ethics cannot
win the trust of the customer.
2. Vision
“Quality and reliability is our motto”
To create a healthy and a prosperous future for the generations to come.
To share our knowledge with people around the globe, for a better tomorrow.
To become consumer’s most trusted brand.
3. Mission
Deliver satisfaction and quality assurance to our consumers using state of the art technology.
Offer a work environment that inspires trust and loyalty in people.
Engage in continuous efforts to explore new horizons in our business.
MILENSTONES ACHIVED BY COMPANY, AWARDS,
CERTIFICATESETC.
o 1991- On this year company is established and company grow rapidly.
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o 1993- Company achieves its sales target and the company going to profitable mode.
o 2003- Companies profit is double than the previous year.
o 2005- Company achieves awards in the oil industry.
o Safety management award.
o Brands award.
Awards to the worker-
In the company the awards will be giving an weekly monthly and yearly.
Best suggestion.
Best employee of the year.
Best overall equipment effectiveness.
Best performance of the year.
MARKETING SCENARIO OF COMPANY
Promotional messages are directed to the local population, rather than the mass market. In
practice, local marketing can take several forms. Many local businesses directly contact
consumers through mail, in-town events, local team sponsorships, or advertisements in the town
paper.
HR SCENARIO
Organizations have been buffeted by political, economic, and public health factors largely
outside of our control for months now, accentuating our need to prepare for a range of
contingencies. Scenario planning allows us to envision possible future outcomes. Learn From
the Past to Meet the Future, Practice Scenario Implementation, Review and Revise Plans
Regularly.
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Name of directors Position
Mr. Bhagat rajaram patil Chairman
Mr. Prabhaati manikrao patil Director
Mr. Bhagat rajaram patil. Director
Mr. Jayant rajaram patil Director
Mr. Manikrao mohanrao patil. Director
Mr. Suresh maruti sawant. Director
Mr. Anandrao bajirao kakade. Director
OPERATION MANAGEMENT OF COMPANY
It involves planning, organizing, and overseeing the organization’s
processes to balance revenues and costs and achieve the highest possible
operating profit. An operations manager is tasked with ensuring that the
organization successfully converts inputs such as materials, labor,
andtechnology into outputs in an efficient manner.
MANUFACTURED PRODUCT
PRDUCT PROFILE
LIST OF PRODUCTS MARKETED
Bread Spreads:
• Amul Butter
• Amul Lite Low Fat Bread spread
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• They will make strategies and policies for employee’s satisfaction.
• Development of rural area latest technology and economic self-efficiency.
• Being the best value provider for product and service.
• Reach to every person in the world.
• Improve overall involvement of employee
THE BRAND NAME - “AMUL”
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning
"priceless", are found in several Indian languages.
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.
Today “Amul” is a symbol of many things: -
•
• Of 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 farmer’s organization.
• Of a proven model for dairy development.
MILK PROCUREMENT
Total milk procurement by Member Unions during the year 2008-09 averaged 2.79
billion. Milk collection (Daily Average 2008-09): 8.4 million litres, total milk handing
capacity 11.22 millian per day achieved.
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DISTRIBUTION
Alignment of four Distribution Highways of fresh, chilled, frozen and ambient products
is a major factor for the company. The company is planning to increase our Distributor
Network in smaller towns. The fast-changing market scenario resulting from rise in
household incomes leading to metamorphosis of rural and smaller markets, significant
increase of middle-class families and migration from rural areas to smaller developing
towns has resulted in the emergence of growing markets in smaller towns all across the
country.
An addition of almost 900 distributors in small towns was undertaken on a Time Based
Military (TMT) technique. This initiative has already started yielding results in the form
increasing availability of products in smaller towns and thereby generating additional
business.
SALES
During the year, Federation's sales registered a growth of 1.4 percent to reach Rs.
2,922.53 crores (Rs.29.22 billion) including consignment sales of Rs.1.53 crores
(Rs.0.02 billion). Despite intense competition, sales value of Amul Butter grew by 4.5
percent.
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CHAPTER: IV
DATA ANALYSIS AND INTERPRTATION
1.Age:
SR.NO PARTICULAR
NO.OF
RESPONDENTS PERCENTAGE
1 8-15 10 17%
2 15-25 25 41%
3 25-35 15 25%
4 35- ABOVE 10 17%
5 Total 60 100%
Analysis
From that it was found that: -
8 to 15-year age group 10 peoples were used Amul product.
15 to 25-year age group 25 peoples were used Amul product.
17% 17%
25%
41%
8 to 15
15 to 25
25 to 35
35 to above
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25 to 35 year age group 15 peoples were used Amul product.
35 to above year age group 10 peoples were used Amul product.
Interpretation
Thus, above table indicates that majority of people have 15 to 25 year age group.
2.Gender: -
Sr no. particulars No. of
respondents
percentage
1 Male 15 25%
2 Female 45 75%
3 total 60 100%
Analysis
25%
male
75% female
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15 where peoples are male.
45 where people are female.
Interpretation
Thus, above table indicates that majority of people have 75% females are used Amul
products.
3.Occupation:
Sr no. particulars No. of
respondents
percentage
1 Students 30 50%
2 Job 5 8%
3 Business 15 25%
4 Others 10 17%
5 total 60 100%
17%
50%
25%
8%
students
job
business
others
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Analysis
30 where peoples are students
5 where peoples are job persons
15 where peoples are business persons
10 where peoples are other Interpretation
Thus, above table indicates that majority of people have 50%, students mostly used
Amul products.
4.How frequently do you buy Amul products?
Sr no. Particulars No. of
respondents
Percentage
2 More than once 10 17%
3 Every few month 13 22%
4 Yearly 10 16%
5 Total 60 100%
16%
45%
22%
17%
once a week
more than once
every few month
yearly
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Analysis
27 peoples were frequently buy
10 peoples were frequently buy
13 peoples were frequently buy
10 peoples were frequently buy Interpretation
Thus, above table indicates that majority of people have 45% peoples who buy
frequently the Amul product once a week.
5.Any problem you faced while using it?
Sr no. particulars No. of
respondents
percentage
1 yes 22 36%
2 no 38 64%
3 total 60 100%
Analysis
36%
64%
yes
no
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22 were have problem
38 were have problem
Interpretation
Thus, above table indicates that majority of 64% people have no problem were using
Amul product.
6. Do you want any changes in product?
Sr no. particulars No. of
respondents
Percentage
1 Yes 10 16%
2 No 50 84%
3 total 60 100%
Analysis
10 peoples were want changes
16%
yes
no
84%
31. Shivaji University, Kolhapur.
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50 peoples don’t want changes Interpretation
Thus, above table indicates that majority of 84% people don’t want changes in Amul
products.
7.Since how many years you are using Amul products?
Sr no. particulars No. of
respondents
percentage
1 Last one year 10 17%
2 2 to 3 year 25 41%
3 3 to 5 year 15 25%
4 More than 5 year 10 17%
5 total 60 100%
Analysis
10 peoples were used
25 people were used
15 people were used
17% 17%
25%
41%
last one year
to 3 year
to 5 year
more than 5 year
32. Shivaji University, Kolhapur.
V.I.M.Peth 32
10 people were used Interpretation
Thus, above table indicates that majority of 41% people have used Amul products from
2 to 3 years.
8.Which factor influenced you to buy Amul products.
Sr no. particular No. of
respondents
Percentage
1 Price 15 25%
2 Quality 35 59%
3 Service 5 8%
4 Company image 5 8%
5 Total 60 100%
Analysis
15 peoples were influenced by price
35 peoples were influenced by quality
5 peoples were influenced by service
8%
8%
25%
59%
price
quality
sevice
company image
33. Shivaji University, Kolhapur.
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5 peoples were influenced by company image Interpretation
Thus, above table indicates that majority of 59% people are influenced by quality of
Amul products buy this.
9.Are you satisfied with Amul product?
Sr no particular No. of
respondents
percentage
1 Yes 47 78%
2 No 13 22%
3 total 60 100%
Analysis
47 peoples were satisfied
13 peoples were satisfied
22%
yes
78%
no
34. Shivaji University, Kolhapur.
V.I.M.Peth 34
Interpretation
Thus, above table indicates that majority of 78% peoples are satisfied with Amul
product.
10.Which of the Amul product you generally use?
Sr no. particulars No. of
respondents
percentage
1 Amul ice cream 26 43%
2 Amul milk 14 23%
3 Amul butter 10 17%
4 Others 10 17%
5 total 60 100%
Analysis
26 peoples generally use Amul icecream
17%
43%
17%
23%
face wash
face pack
shampoo
others
35. Shivaji University, Kolhapur.
V.I.M.Peth 35
14 peoples generally use Amul milk
10 peoples generally use amul butter
peoples generally use others
Interpretation
Thus, above table indicates that majority of 43% peoples generally use Amul s Amul
milk.
HYPOTHESIS TESTING
H1: Accepted,
From the data analysis and interpretation, it is verified that the company adopted various
latest marketing technologies.
H2: Accepted,
From the data analysis and interpretation, it is verified that consumer buying behavior
affects the sales of Amul products.
FINDINGS
• Amul is the very popular company among the customers.
• People are highly satisfied with the Amul ’s products.
• Customers prefer Amul ’s product more because of their qualities.
• Amul is the clear market leader across all age groups and income levels.
36. Shivaji University, Kolhapur.
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CONCLUSION
• Company has aims to create a brand image in the mind of customers.
• The company adopts mass advertising media & brand ambassador to promote
their product.
• Most of the customers generally prefer Amul skincare & amul butter s.
• Company has opened new service center in metro & other cities.
SUGGESTIONS
• Amul should concentrate on the rural areas and make their management proper
by giving employment to the educated people.
• The company should distribute magazines, house journals to the consumers to
aware them about new schemes and offers.
• New promotional strategies should be adopted by company, like personal
services etc.
• The company should start taking feedback from consumers about their product
through the way of prescribed forms.
LIMITATIONS
The limitations are as follow:
• While analysis the primary data Human error may occurred.
• The time for the study is very limited.
• Whatever the data available in the books and internet are the limited source of
information for the customer satisfaction of Amul product.
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BIBLIOGRAPHY
Websites:
www.Amul india.com
www.google.com
www.hindustanunilever.com
Books:
Modern Marketing ( Philip Kotler )
Services Marketing ( S. M. Jha )
Research methodology (William Zikmud)
Magazines:
Business Today
Business World
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QUESTIONNARIE:-
Name:-
Age :-
8-15
15-25
25-35
35-above 3 Gender :-
Male
Female 4 Occupation :-
Student
Job
Business
Others
1.How frequently do you buy Amul products?
Once a week
More than once
Every few month
Yearly
2.Any problem you faced while using it?
Yes
No
39. Shivaji University, Kolhapur.
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3.Since how many years you are using Amul product?
Last 1 year
2-3 year
3-5 year
More than 5 year
4.Which factors influenced you to buy Amul product?
Price
Quality
Service
Company image
5.Are you satisfied with Amul product?
Yes
No
6.Which of the Amul product you generally use?
Amul icecream
Amul milk
Amul butter
Others
7.Do you want any changes in product?
Yes
no
