The document summarizes research on the traditional sweets market in India and consumers' potential receptiveness to Amul entering the market. Key findings include: 1) Most consumers purchase sweets 1-2 times per month and spend around Rs. 410 per kg, usually for family consumption or gifting; 2) Health consciousness and quality issues are reducing consumption while availability and variety are increasing it; 3) Consumers believe Amul's entry could improve quality, packaging, and hygiene. Nearly all respondents were aware of Amul and most trust the brand, with 81% willing to purchase Amul sweets.

1. Research on traditional sweets market
By
Akash Raj
Deepak Raja
Shatakshi Gupta
Yogesh Garg

2. Management Problem
What is the feasibility of Amul to
enter into traditional sweet market in
India?

3. Research Objectives
To understand the present scenario of
traditional sweet market in India
What percentage of people are willing to buy
“Amul Mithai” if it will be available in the
market

4. Our sample
• Sample size 75
Male 29
Female 46
• Average age of sample 34.79
• Average number of family members 5.40

5. Buying Behavior of Customers

6. Average purchase of sweets
• For family consumption : 1.48 kg
1kg Segment : 49.33%
• For gifting purpose : 1.46 kg
• Average cost of sweets : Rs. 410 per kg

7. Like to eat sweets during occasions
100.00
90.00 89.33 84.00
78.67
80.00 69.33 73.33 72.00 73.33
70.00 62.67
60.00
50.00
36.00 37.33 34.67
40.00
30.00 21.33
20.00
10.00
0.00
Rakshab Get Annivers
Diwali Holi Birthdays
andhan together aries
Purchase % 78.67 62.67 89.33 84.00 72.00 73.33
Home made % 69.33 73.33 36.00 37.33 21.33 34.67

8. Which type of sweets you would like
to gift?
Purchase for Giftting
100.0 94.7 93.3
90.0 82.7
80.0 77.3
72.0 68.0
70.0
60.0
50.0
40.0 30.7
28.0 25.3 24.0
30.0
18.7 17.3
20.0
10.0
0.0
Rakshaban Get Anniversari
Diwali Holi Birthdays
dhan together es
Purchase % 94.7 82.7 93.3 77.3 72.0 68.0
Home made % 28.0 30.7 25.3 18.7 24.0 17.3

9. How often do you eat sweets?
% of consumption
34.7%
35.0
30.0
25.0 21.3%
20.0 17.3%
15.0 10.7% 10.7%
10.0
5.0
0.0
Daily Weekly Fortnightly Monthly Occasionally

10. How often you purchase sweets for
own consumption?
% of Purchase
34.7%
35.0
26.7%
30.0
25.0 17.3%
20.0 12.0%
15.0
6.7%
10.0
5.0
0.0
Daily Weekly Fortnightly Monthly Occasionally

11. Who decides whether to make or buy
sweets for own consumption?
Children <18 years Children 18-30
0% years
9%
Mother/in law Yourself
18% 42% M:38.7%
F: 61.3%
Father/in law
17%
Spouse
14%
Buyer in Family

12. Who decides from where to buy?
Children <18 years Children 18-30
4% years
7%
Mother/in law
14% Yourself
44% M:38.7%
F:61.3%
Father/in law
14%
Spouse
17%
Decision Maker

13. Consumption pattern in last 3 years
Consumption
45
40 Increased, 39
35
Decreased, 31
30
25
20 Same, 17
15
10
5
No Idea, 1.2
0
Increased Decreased Same No Idea

14. Change in Purchasing (over 3 years)
45.0
38.7%
40.0
35.0
30.7%
30.0
25.0 17.3%
20.0
15.0 13.3%
10.0
5.0
0.0
increased Decreased Same No idea

15. Reasons for increase
Reasons for increase in the consumption %age
Increase in family size 21
Easy availability of sweets 21
Increased variety 34
Gifting more 17
Friend Circle has expanded 24

16. Reasons for Decrease
Reasons for decrease in the consumption %age
More health consciousness 39
Rise in prices 17
Decrease in the quality 48
Better quality of alternatives 38
Easy availability of alternatives 22
Lack of branded traditional sweets 43
Increased level of adulteration 39

17. Hypothesis statements
Hypothesis
90.0
78.7% 77.3%
80.0 72.0% 70.7%
70.0 62.7% 61.3%
60.0
49.3%
50.0
40.0 30.7% 33.3% 30.7% 30.7%
30.0 24.0%
20.0
10.0
0.0
Adulterated Poor packaging No hygienic Low quality
Other alternatives
Don't trust

18. If a large reputed company
comes with branded traditional
sweets, what do you think?

19. Quality would be
Percentages
60
50 48%
40%
40
30
20
10 7%
3% 3%
0
Much better Somewhat better Same as earlier Somewhat low Very low

20. Packaging would be
Percentages
80
70 67%
60
50
40
30 27%
20
10
3% 1% 3%
0
Much better Somewhat better Same as earlier Somewhat low Ver low

21. Hygiene would be
Percentages
60
52%
50
40 38%
30
20
10 8%
3%
0
Much better Somewhat better Same as earlier Somewhat low Very low

22. Awareness of Amul
• 100% respondents are aware of Amul brand
• 95% of them buy Amul products
Purchasing of Amul products Percentages
Daily 37
Weekly 16
Fortnightly 12
Monthly 12
Occasionally 19

23. Trust on Amul
• 89% people of our sample trust Amul brand
out of which 53% trust a lot.
• Awarded as 37th-trusted brand in India
2011(Brand Equity)
Potential Customers
• 81% people – will buy Amul sweets.
• Out of which 39% - will definitely buy.