This document summarizes a student's summer project presentation on a study of consumer behavior towards Amul products in Sabarkantha district, India. It includes an introduction on consumer behavior and the dairy industry. It then outlines the project's objectives, research methodology used which was a random sample of 120 consumers across 3 talukas. Key findings included high consumer satisfaction with quality but some issues with availability and price. Suggestions focused on improving product awareness, like for Amul khoa, and increasing local advertising.

1. A
SUMMER PROJECT
PRESENTATION ON
“ A study on consumer behavior towards Amul products in
Sabarkantha district ”
SUBMITTED TO:-
Mr. P. K. PATEL
Adjunct Professor,
College of Agribusiness Management,
S. D. Agricultural University,
S. K. Nagar-385 506.
ABM - 595
SUBMITTED BY:
CHAUDHARY BHAVINKUMAR B.
Reg. No.:- 08-00107-2013
College of Agribusiness Management,
S. D. Agricultural University,
S. K. Nagar-385 506.
COLLEGE OF AGRIBUSINESS MANAGEMENT 1

2. OUTLINE
Introduction
Research methodology
Results and discussion
Finding and conclusion
References
2

3. INTRODUCTION ON CONSUMER BEHAVIOR
• According to Blackwell, Miniard and Engel,
Consumer behavior involves the activities people
undertake when obtaining, consuming, and disposing
of products and services.
• Consumer behavior is referred to as the study of
when, why, how, where and what people do or do not
buy products. It attempts to understand the buyer
decision making process, both individually or groups.
3

4. INTRODUCTION ON DAIRY INDUSTRY
• The Oxford dictionary meaning of a Dairy is “a place for
processing distribution or selling its milk and milk product ’’ It
means that by using raw materials from cows or buffaloes
making pasteurized milk and other different dairy product as
butter, ghee, milk-powder, ice cream, Chocolates etc. and
selling them in local markets is a Dairy.
• Dairy Industry is a very important and the basic industry for
country like India. Nearly 70% of the people in India are based
on agriculture and most of them have cattle’s (cows and
buffaloes) in their houses.
• India represents one of the world’s largest and fastest growing
markets for milk and milk products.
(Source: Wikipedia, Amul, 2014 ) 4

5. MILK PRODUCTION IN INDIA
5
Year Production(Million Tonnes)
2010-11 121.89
2011-12 127.90
2012-13 132.43
(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

6. MILK PRODUCTION IN GUJARAT
6
Year Production(Million Tonnes)
2010-11 9.32
2011-12 9.82
2012-13 10.32
(Source: Department of Animal Husbandry, Dairying, GOI, 2014)

7. INTRODUCTION ON AMUL
• Amul is an Indian dairy cooperative, based at Anand in the
state of Gujarat, India.
• The co-operative was initially referred to as Anand milk
federation union limited hence the name Amul.
• Formed in 1946, it is a brand managed by a cooperative body,
the Gujarat co-operative milk marketing federation ltd.
(GCMMF), which today is jointly owned by 3 million milk
producers in Gujarat
• Amul spurred India's white revolution, which made the
country the world's largest producer of milk and milk products.
In the process Amul became the largest food brand in India
and has ventured into markets overseas.
7

8. • GCMMF (AMUL) has the largest distribution network for any
FMCG company. It has nearly 50 sales offices spread all over
the country, more than 5,000 wholesale dealers and more than
7,00,000 retailers.
• Amul became the world's largest vegetarian cheese and the
largest pouched-milk brand.
• AMUL is also the largest exporter of dairy products in the
country. AMUL is available today in over 40 countries of the
world.
• In September 2007, Amul emerged as the leading Indian brand
according to a survey by Synovate to find out Asia's top 1000
Brands.
(Source: Amul dairy, Anand, 2014)
Conti…
8

9. Company profile
About Sabarkantha district co-operative milk producers’ union ltd.
DATE OF ESTABLISHMENT 27th November, 1964.
REGISTERED OFFICE Sabarkantha District Co-Operative Milk Producers’ Union
Ltd.
Sub Post: - Boria
Himatnagar, Gujarat
Phone No. 02772-226051 to 02772-226060
Fax No. 02772-226130
BRAND NAME AMUL
FORM OF ORGANISATION Cooperative society
SIZE OF THE UNIT Large scale unit
BANKERS The Sabarkantha district co-operative bank ltd.
State bank of India
Axis Bank
Dena bank
Dena Garmin bank
H.D.F.C bank
Bank of Baroda
AUDITORS Special auditor,
Milk audit office, Himatnagar. 9

10. PROJECT TITLE AND OBJECTIVE OF THE STUDY
Title: A study on consumer behavior towards Amul products in
1 To find out the consumer satisfaction of Amul Products.
2
To find out the factors influencing the consumption of milk by
consumers of milk.
3 To find out awareness level of people towards Amul products.
To find out advertisement effectiveness and developing the marketing
field.
4
Sabarkantha district
10

11. RESEARCH METHODOLOGY
3.1 Description of the study area
3.2 Nature and source of data
3.3 Sampling design
3.4 Analytical techniques
11

12. 3.1 DESCRIPTION OF THE STUDY AREA
• Sabarkantha district.
• The administrative headquarters is Himmatnagar.
• The district includes 7 taluka Himmatnagar, Idar,
Prantij, Talod, Khedbrahma, Vadali and Vijaynagar.
• The economy of the district is heavily dependent on
dairy farming and agriculture.
• There are 42 present medium and large scale industries
in Sabarkantha district.
• Sabar dairy in Sabarkantha district manufactures and
distributes different types of milk products.
12

13. SOCIO-ECONOMIC PROFILE OF SABARKANTHA DISTRICT DURING 2011
Sr. No. Particulars Number
1 Total No. of taluka 07
2
Total population in number (2011 census)
Rural population 20,64,869
Urban population 3,63,720
Male 12,44,231
Female 11,84,358
Actual Population 24,28,528
3
Percentage of literacy (2011 census)
Male 88.375
Female 69.98
Average Literacy 79.18 %
4 Area 7390 sq. km
(Source: Census, 2011)
13

14. 3.2 Nature and sources of data
3.2.1 Primary data
• The primary data were collected from the respondents through a
pre-structured questionnaire, interview and discussion with
consumers.
3.2.2 Secondary data
• The secondary data is competed through publish report, internet,
department of dairy and co-operative societies, website and
other related departments.
14

15. 3.3 Sampling design
• A random sampling was adopted as
appropriate sampling procedure for the study.
• Sabarkantha district was selected purposely
for the study.
15

16. 3.3.1 Selection of the districts
• In study was choose the Sabarkantha district because
of Sabar dairy is having his highest market shares in
Sabarkantha district.
The Sales Turnover of Sabar Dairy Union
Year Turnover Rs (Crores)
2010-11 1386.27
2011-12 1746.00
2012-13 2083.73
16
(Source: Sabardairy.org, turnover, 2014)

17. 3.3.2 Selection of the taluka
In the second stage, it was proposed to select from
Sabarkantha district, there were three talukas. Himatnagar,
Idar, and Khedbrahma talukas were Randomly selected in
the study.
17

18. 3.3.3 Sample size
• The sample size taken was 120 varied for three cities
consumers.
Districts Talukas Sample size
Sabarkantha
Himmatnagr 60
Idar 30
Khedbrahma 30
Total 120
So, Himmatnagr talukas 60 consumers’ survey was taken
because the higher area in population compared to Khedbrahma
and Idar talukas. and Khedbrahma and Idar talukas as per 30
consumer’s survey were taken.
18

19. 3.4 Sampling Techniques
• In order to achieve the objectives of the present study,
the sampling techniques adopted as simple random
sampling. Total 120 consumers were selected.
• The data collected from the primary and the
secondary sources were analyzed. The data were
subjected to statistical analysis through the tabular
and graphing techniques.
19

20. 20

21. Age
80.38%
15.83%
3.34%
90
80
70
60
50
40
30
20
10
0
Young (15-35 Years) Middle (36-50 Years) Old (above 50 Years)
% OF RESPONDED
21

22. Education
Illiterate
1%
Primary level(1 to 7
Standard)
9%
Secondary level(8 to 10
Standard)
18%
Higher secondary(11 to
12 Standard)
21%
Post Graduate
Graduate
44%
7%
% OF RESPONDED
22

23. Annual Income
60
50
40
30
20
10
0
57.50 %
30.84 %
10.83 %
0.83 %
0 %
Up To 1 Lakh 1.1 To 4 Lakhs 4.1 To 8 Lakhs 8.1 To 12 Lakhs 12 and above
% OF RESPONDED
23

24. Awareness by Amul products
100
80
60
40
20
0
100%
yes no
0%
% OF RESPONDED
24

25. Factor which affect most
60
50
40
30
20
10
0
52.5
30.83
4.17
10
2.5
Quality Brand image Price Easy availability Others Ideas
25

26. Satisfied with the quality of Amul products
26
2%
98%
YES NO

27. Opinion towards Amul Products
27
60
50
40
30
20
10
0
55.83
35
9.17
0 0
Excellent Good Average Poor Very Poor

28. The main reason for increase the sale of the “Amul product”.
50
45
40
35
30
25
20
15
10
5
0
21.67
2.5
45.83
28.33
1.67
28

29. Complaints in Amul products
29
5%
95%
Yes
No

30. Frequently by buy Amul products
30
Daily
53%
Weekly
20%
For Night
21%
Monthly
2%
Other
4%

31. Products of Amul in using by most
31
42.5
25
16.67
5
3.33
1.67 0.83
3.33
0.83 0.83 0 0
45
40
35
30
25
20
15
10
5
0

32. FINDINGS and conclusion
32

33. FINDINGS
• As per the demand of product retailer some time not
provided to consumer because lack of availability of
product. Like. Ice cram, shrikhand and Lassi.
• (97%) respondent consumers to satisfy with the
supply of Amul products.
• (41.67%) of the respondent very highly satisfied with
test.
• In (10.83%) of the respondent low satisfied with price
then his asking that very high price in Amul products.
33

34. Conti…
• The (52.05%) of respondents buying AMUL milk
products because its good quality and (30.83%) of
respondents use for its brand name. Brand loyalty plays
an important role for purchasing the product.
• (55.83%) of the respondents rated that Amul products
were excellent.
• (0.83%) consumers were not aware in about Amul
cheese so they not consume.
• (100%) consumers were not using in Amul khoa
(mavo) because they were not aware in Amul khoa.
34

35. SUGGESTIONS
• If company require Amul improving products awareness in
Sabarkantha district. Like khoa.
• Increase advertisement in Sabarkantha district, through tv.
Advertisement, local newspaper so every Amul consumer
awareness about the new product and known about product
features.
• It is necessary to take proper care of new products marketing in
every area and give prescribed information to every retailer
those sell Amul products.
• Provide enough stock to retailer as per their demand so they
easily completing consumer demand.
35

36. Conti….
• Most of the respondent not uses cheese, Amul masti dahi and
Amul lassi. Suggest that improve product awareness in
customer’s mind by advertisement.
• Improve a service of product and most of the respondent said
that packing of food was not good, it’s required more attractive
packing.
36

37. CONCLUSION
• Consumers were interested for quality or customer oriented
product rather than having the brand image. Ice-cream,
shrikhand, milk, Kool, lassi etc. Are consumed mostly because
its quality good and dairy product. Amul was the market leader
and local ice-cream vendors acquire the second position in
terms market share. So try to increase the advertisement and
lack of availibity in the rural area is the main weakness for the
company.
• The brand awareness for Amul new products were very less in
Khedbrahma compared to Himmatnagar taluka. It is weakness
for the company. In today time quality, price, availability is the
major factors considered for the customer while buying a
particular brand.
37

38. REFERENCES
• Sabar Dairy2014. [Online] Available at:
http://www.sabardairy.org/. [Accessed 26 July 2014].
• Amul Dairy2014. [Online] Available at:
http://www.amuldairy.org/. [Accessed 26 July 2014].
• Milk Production by States - National Dairy Development
Board . 2014. [Online] Available
at: http://www.nddb.coop/English/Statistics/Pages/Milk-
Production-States.aspx. [Accessed 27 July 2014].
• Sabarkantha District Population Census 2011, Gujarat literacy
sex ratio and density. 2014.[Online] Available
at:http://www.census2011.co.in/census/district/186
sabarkantha.html. [Accessed 26 July 2014].
38

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