Kishan Gopal BBA

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Market Penetration of Amul
Fresh Products
PORTFOLIO
Management
KISHAN GOPAL, Bachelor of Business Administration
Dezyne E’cole College, Ajmer
www.dezyneecole.com

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SUMMER TRAINNING POROJECT REPORT ON
“To Study
Market Penetration of Amul Fresh Products”
At Kishangarh
FOR
“GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.”
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
BACHELOR OF BUSINESS ADMINISTRATION
SUBMITTED BY
KISHAN GOPAL
UNDER THE GUIDENCE OF:
MR. MD. IRFAN KHAN
DEZYNE E’COLE COLLEGE,
AJMER.

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PREFACE
AMUL is the pride not only of Gujarat but also of entire country. I have
Great pleasure in preparing this project of such organization. A person aspiring to
enter in management profession must have practical knowledge of the subject.
The objective of industrial training is to develop practical knowledge in student as
a Supplement to the theoretical study of management in general as well as
industrial. It Provides foundation to students intending to pursue a career in this
field.
The industrial training is the most exciting experience of the education.
Every person needs some changes from the routine education. For this training
industry is selected by me and fetch information about different products of
‘AMUL’ and its activities. But I concentrated more on taking information about
Marketing for AMUL MILK to promote AMUL MILK.
As I am student of management and the future Manager the training plays
vital role in my education. Because of the industrial training I have got knowledge
of industrial environment and I felt hat this would be the part of my life. I become
conscious that I am the manager of future and I should also learn how to solve
Managerial problem and fulfill others requirement at the time.
I have tried my best to represent all relevant data and information relating to
my project work. I hope this report will serve the purpose of the readers

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Acknowledgement
First and foremost, I would like to express my gratitude towards Gujarat Co-
operative Milk Marketing Federation Ltd. For giving me an opportunity to work as
a summer intern for the duration of one and half month as a part of training of our
course. I express my gratitude to all those who initiate and help me in the
successful completion of this project.
I express my sincere gratitude to Mr. Ashok Mathur (Branch Manager of GCMMF
Ltd. Jaipur) Mr. Rajeev Lodha (Sr. Sells Executive of GCMMF Ltd. at Jaipur) and
our faculty guide Mr. Md. Irfan Khan for supporting us during the project work.
I also take this opportunity to express my indebtedness to Mrs. Vinita Mathur
principal “Dezyne E’cole college, Ajmer” for her corporation and affectionate
encouragement. I also thank to my all faculty members for their suggestions &
advise.
Also I am thankful to my parents and family members who are my constant source
of inspiration in every field of life and due to them I am whatever I am today.
Thanks & Regards,
Kishan Gopal
Bachelor of Business Administration

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EXECUTIVE SUMMARY
The main objective of summer training was given by the Management of Amul.
The objective was “MARKET SURVEY & CONSUMER SATISFACTION” For
Fresh Products.
I started my summer training on15th of May. First 15 days I spent on various
marketing activities like I had visited near about 250 retail shops to know there
view & consumer behavior towards Amul Milk.
And also collected detail about the competitors there offers & profit margin.
After that next few days I went with distributors early in the morning 5:00 am to
know how distribution channel works.
And then at last I worked with questionnaire a sample size of 100 respondents was
taken for the study. The sampling design was used convenience sampling. The
process of analysis was done through excel work sheets.
During the preparation of questionnaire I faced difficulties regarding the selection
of questions and in collection of the data I found some difficulties like the
customers had no time to give.
There is one thing that I have found that the peoples working at AMUL are very
much helpful in all areas. Every time they come to me and told me that they are
available at any time for me for anything, which really boost me and motivated me
towards my goal and objectives. The culture of AMUL is very much friendly.
I completed my project on 30thth
of June & during the project I have achieved my
all objectives of my project.

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Introduction of Marketing
Marketing is the science of meeting the needs of a customer by providing valuable
products to customers by utilizing the expertise of the organization, at same time,
to achieve organizational goals. According to The American Marketing
Association
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
With this definition, it is important to realize that the customer can be an individual
user, a company, or several people who contribute to the purchasing decision. The
product can be a hard good, a service, or even an idea – anything that would
provide some value to the person who provides an exchange. An exchange is most
often thought of as money, but could also be a donation of time or effort, or even a
specific action. A producer is often a company, but could be an individual or non-
profit organization.
Classical marketing is often described in terms of the four “P’s, which are:
Product – what goods or services are offered to customers
Promotion – how the producer communicates the value of its products
Price – the value of the exchange between the customer and producer
Placement – how the product is delivered to the customer.
A complete analysis of these categories is often called the Marketing Mix. More
detail on these categories can be found in the later entry on the Marketing Plan.
Marketing has both inbound and outbound activities. Inbound activities largely
center on discovering the needs and wants of the potential customers. The
collective group of all potential customers is called a market. Categorizing these
needs into groups is called segmentation. Organizing markets into segments allows
a producer to more logically decide how to best provide value to that group of
potential customers. The analysis of market segment needs; analysis of existing
sells and profitability; the descriptions, design and introduction of new products;

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and the analysis of competitor offerings are also inbound activities that are
important but not often seen by the public.
Outbound activities include all aspects of informing the market that a product is
available, delivering that product, and encouraging the purchase decision. These
activities include advertising, promotion, supply chain, sells support, product
training, and customer support.
To the public, the most common interaction with marketing is where it touches the
discipline of sells in the form of advertising. This interaction leads to a common
misconception that marketing is only this aspect of promotion. Instead, it is useful
in understanding that:
Marketing is a data driven science.
The good marketer will develop the data necessary to define the customer’s needs,
develop a good product based on the available resources, deliver the product in an
effective manner to the consumer at a price that reflects the customer value and the
profit desired by the producer.
Marketing Models
When the producer is a commercial entity and the end user makes the purchasing
decision, the model used to describe this transaction is often called a Business to
Consumer (B2C) model. When the producer is a commercial entity and a second
commercial entity makes the purchasing decision but provides the product to their
customer, then the model is often called a Business to Business (B2B) model. The
difference in these models affects how the marketer constructs his marketing
analysis and marketing mix.
Aspects of Marketing
Marketing has many aspects or sub-disciplines within the broad discipline of
marketing. They include:
• Advertising.
• Branding.
• Copywriting.
• Customer relationship management (CRM).

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• Direct marketing.
• Event planning.
• Graphic design.
• Internet Marketing.
• Loyalty marketing.
• Market research.
• Marketing communications.
• Media relations.
• Merchandising.
• New product development.
• Pricing.
• Product management.
• Promotion.
• Public relations.
• Sells management and support.
• Search engine optimization (SEO).
• Social media optimization.
• Strategic planning.
• Supply chain management.
Marketing functions in all of these areas. A marketer can do many of these
functions within an organization or specialize in one or more.

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HISTORY OF THE COMPANY
The story of AMUL inspired 'Operation Flood' and heralded the 'White Revolution'
in India. It began with two village cooperatives and 250 liters of milk per day,
nothing but a trickle compared to the flood it has become today. Today Amul
collects processes and distributes over a million liters of milk and milk products
per day, during the peak, on behalf of more than a thousand village cooperatives
owned by half a million farmer members. Amul has become a symbol of the
aspirations of millions of farmers; creating a pattern of liberation and self-reliance
for every farmer to follow.
The brand name Amul means “AMULYA”. This word derived form the
Sanskrit word “AMULYA” which means “PRICELESS”. A quality control
expert in Anand had suggested the brand name “AMUL”. 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. (The total sell is Rs. 6 billion in 2005). Today Amul is a symbol of
many things like of the 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 farmers' organization. And have a proven model for dairy
development (Generally known as “ANAND PATTERN”).
The ‘AMUL revolution’ started as awareness among the farmers grew and matured
into a protest movement. Over four decades ago, the life of a farmer in Kaira
District was very much like that of his counterpart anywhere else in India. His
income was derived almost entirely from seasonal crops. The income from milch
buffaloes was undependable. Private traders and middlemen controlled the
marketing and distribution system for the milk. As milk is perishable, farmers were
compelled to sell it for whatever they were offered. Often, they had to sell cream
and ghee at throwaway prices. In this situation, the one who gained was the private
trader.
Gradually, the realization dawned on the farmers that the exploitation by the trader
could be checked only if marketed their milk themselves.
In order to do that they needed to form some sort of an organization. This
realization is what led to the establishment of the Kaira District Cooperative Milk
Producers' Union Limited (popularly known as Amul) which was formally
registered on December 14, 1946.
Currently AMUL has 2.28 million producer members with milk collection average
of5.08 million liters/day.

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Today AMUL is a symbol of many things. (High-quality products sold at
reasonable prices, genesis of a vast co-operative network and a proven model for
dairy development). The Kaira Union began pasteurizing milk for the Bombay
Milk Scheme in June 1948.
Vision……..
Amul’s vision is to provide more and more satisfaction to the farmers, employees
and channel partners.
Mission……
“We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor to
satisfy the taste and nutritional requirements of the customers of the world, through
excellence in marketing by our committed team. Through co-operative networking,
we are committed to offering quality products that provide best value for money.”
MAIN BUSINESS
AMUL is mainly into the business of marketing, and distributing the
milk and milk products manufactured by its member dairies. Besides creating
urban employment in dairy plants, marketing, transporting and distribution, it has
helped to provide farmers with a sustainable rural employment program. AMUL
has always tried to be a step ahead of the market. It has always been a model to
which other cooperatives have looked up as an example and inspiration as well as
one from which many have benefited. AMUL is one of the first major
organizations 13.
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD
in India to have a website. This site has been used both to develop an
Intranet of AMUL distributors as well as a cyber-store for consumers, one
of the first examples of e-commerce activity in India.

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Plants:
First plant is at ANAND, which engaged in the manufacturing of milk,
butter, ghee, milk powder, flavoured milk and buttermilk.

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Second plant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattelfeed.

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Fourth plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the brand name
Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is
matter of proud for Gujarat and whole India.
PRODUCT PROFILE:-
S.No. NAME TYPE FAT SOLID NATURAL
FATS
1. Gold Full Cream Milk 6% min. 9% min.
2. Tazaa Toned Milk 3.0% min. 8.5% min.
3. Slim &
Trim
Double Toned Milk 1.5% min. 9% min.

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MARKETING
RESEARCH
MARKETING RESEARCH:-
Marketing research plays an important role in the process of marketing. Starting
with market component of the total marketing talks. It helps the firm to acquire a
better understanding of the consumers, the competition and the marketing
environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing
problem to facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem analysis, model building and fact
finding for the purpose of important decision making and control in the marketing
of goods and services.
- Phillip Kotler.

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MAIN STEPS INVOLVED IN MARKETING RESEARCH
Defining the Marketing Problem to be tackled and identifying the market
research problem involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
1) Define the problem and its objectives: - This includes an effective job
in planning and designing a research project that will provide the needed
information. It also includes the establishment of a general framework of major
marketing elements such as the industry elements, competitive elements, marketing
elements and company elements.
2) Identify the problem :- Identifying the problem involves getting acquainted
with the company, its business, its products and market environment, advertising
by means of library consultation and extensive interviewing of company’s
officials.

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3) Determining the specific Information needed: - In general the
producer, the manufacturer, the wholesellr and the retailer try to find out four
things namely:-
(1) What to sell
(2) When to sell
(3) Where to sell
4) Determine the sources of information:-
Primary Data: - Primary datas are those which are gathered
specially for the project at hand, directly – e.g. through questionnaires &
interviews. Primary data sources include company sellsman, middleman,
consumers, buyers, trade association’s executives & other businessman & even
competitors.
Secondary Data: - These are generally published sources, which
have been collected originally for some other purpose. Source are internal
company records, government publication, reports & publication, reports &
journals, trade, professional and business associations publications & reports.
5) Decide Research methods for collecting data: - If it is found that the
secondary data cannot be of much use, collection of primary data become
necessary. Three widely used methods of gathering primary data are :-
A) Survey
B) Observation
C) Experimentation

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A) Survey Method: - In this method, information gathered directly from
individual respondents, either through personal interviews or through mail
questionnaires or telephone interviews.
B) Observation Method: - The research data are gathered through observing
and recording their actions in a marketing situation. This technique is highly
accurate. It is rather an expensive technique.
C) Experimental Method: - This method involves carrying out a small scale
trial solution to a problem, while at the same time, attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.
D) The Panel Research:- In this technique the same group of respondents is
contacted for more than one occasion; and the information obtained to find out if
there has been any in their taste demand or they want any special quality, color,
size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

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6) Tabulate, Analysis and Interpret the Data:-
The report must give/contain the following information:-
a) The title of research
b) The name of the organization for which it has been Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)
7) Follow-up the study :-
The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why

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RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY:-
RESEARCH PROBLEM
 Seek the general perception of consumer towards Amul Milk.
 To know the consumer psyche and their behavior towards Amul Milk.
OBJECTIVE OF THE RESEARCH
 To know the relationship of sells with the advertisement.
 To know awareness of people towards Amul Milk.
 To know which advertisement tool is mostly preferred by people.
 To know the preference of Amul Milk with comparison to other
competitive brands.
 To know the factors which affects consumer’s buying behavior to
purchase milk.

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Information requirement
 First, I had to know about all the competitors present in the Milk
Segment (Reputed and well established brands as well as Local brands).
 Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.
 Since Milk is a product that used daily hence I had to trace the market and
segment it, which mainly deals with people of various age groups.
 The main information needed is the various types of brands available in the
market, their calorific value and various other facts.
 As Amul milk advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper
time or not.
RESEARCH DESIGNE
A Research design specifies the methods and procedures for conducting a
particular study. It is a map (or) blue print to which the research is to be conducted.
Descriptive research design has been considered as a suitable methodology for
present study and for data analysis.
SAMPLING DESIGN
The sampling design used was Convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and
approachability of the respondents.

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POPULATION
All types of outlets that stock and sell Amul milk in the markets. The outlets have
been classified into as follows
 Convenience stores: All kinds of shops including Tea stoles
 Eateries: all kinds of eating joints
PLACES OF STUDY
The study was conducted in the retail outlets in Kishangarh, Ajmer in the
following areas:-
i. Shiwaji Mohalla
ii. Ouswali Mohalla
iii. Devdungari Mohalla
iv. Bus stand Road
v. Railway Station Road
vi. Near Marble city Hospital
vii. Harmada Road
viii. Samwatsar Road
ix. Deshwali Mohalla
x. Gandhi Nagar, Near Bridge.
SOURCES OF DATA
Primary sources
The primary data was collected through questionnaires. They were filled using the
scheduled method of data collection by the researcher.
Secondary sources
The secondary sources were used only for collecting information regarding the
sample; they were however not used for analysis

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LIMITATIONS OF THE RESEARCH :-
The limitations of the research were as follows
1. Lack of proper experience on the part of the researcher in conducting such
studies in the past.
2. Time frame required was not enough to survey more number of outlets.
ANALYSIS TECHNIQUES
Quantitative analysis is performed using the data collected at each outlet to
estimate the presence of Amul milk.
Tools Utilized
 Percentage Analysis
 Graph Chart

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CONSUMER
BEHAVIOUR
ABOUT THE TOPIC:-
CONSUMER BEHAVIOUR:-
 It is defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consume, and tell to
others about product and services.
 Buying behavior involves both individual ( psychological) and group
process.
o Buyer behavior is reflected from awareness right through post
purchase evaluation indicating satisfaction and non satisfaction , from
purchaser
o Buyer behavior includes communication, purchasing and consumption
behavior
o Consumer behavior is basically social in nature hence the social
factors play important roles in shaping buying behavior
o Buyer behavior includes both customer and industrial behavior.

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“Hence consumer behavior is an orderly process whereby the consumer
interacts with the environment for making a purchase decision on products “
CONSUMER BEHAVIOR AND MARKETING MANAGEMENT
Marketing managements work around consumers which is actually the market
for them
 Understanding their behavior is very vital in every segment to plan
marketing activities accordingly.
 Both industrial and individual customers are vital in marketing
management
DIVERSITY OF CONSUMER BEHAVIOR:-
 customer and consumer words are referred as synonyms but the
difference exists
 customer - the purchaser of product or service , may or may not be the
end user
 consumer- the end user , may or may not be the purchaser
 new age of business demands differentiation of customers by individual
differences in consumer expectations, preferences and influences.
 Firms need to go into deep of consumer behavior to analyze and act to
achieve objectives

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CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-
Consumer behavior can be said to be the study of how individual make decision on
how to spend their available resources (time, money, effort) on various
consumption related items. This simple definition of consumer behavior tells the
markets to resolve every activity around the ultimate consumers & gauge their
behavior by specially focusing on:
 Who buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often they buy them?
 Why do they buy them?
 How often they use them?
These questions will help in understanding better what factors influences the
decision making process of the customers. The decision making process identifies
the number of people who are involve in this process & describes a role to them
like users, decides, influences & buyers.
It is believed that consumers or customers make purchase decision on the basis of
receipt of a small number of selectivity chosen pieces of information. Thus it will
be very important to understand what & how mush them to evaluate the goods &
services offerings.

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CONSUMER DECISION MAKING PROCESS:-
 Stimuli- need, reasons, influences, gathering information
 Information processing- process , analyze information about product
 Decision making - on the basis of analysis , decision to go for
 Response- response to buy without any prejudice
 For industrial buyers the process is almost similar only with addition of
re-buy, modified re buy or new task.
FACTOR INFLUENCING BUYING BEHAVIOR:-
 Individual factors
 Cognitive thinking process – perception , attitudes , Needs/motives
 Personal characteristics – demography, lifestyles ,personal traits
 Environmental factors
 Culture- values ,beliefs, sub cultural / cross cultural factors
 Social class- social class , society
 Influence groups – family, opinion leaders, reference group
 Situational variables – purchase occasion , market communication,
shopping behavior, price , sells influence , product position

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CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core element of management
philosophy & the key to its success lies in focusing more & more on the customers.
That is, it will be the customer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers to
the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may then
become either satisfy or dissatisfied.
The result of satisfaction to customer form the purchase of the product or services
is that more favorable post-purchase attitude, higher purchase intention & brand
loyalty to be exhibited that the same behavior is likely to be exhibited in a similar
purchasing situation. The term ‘consumer’ is a typically used to refer to someone
who regularly purchase from a particular store or company.
Customers are people who are happy with the product & services & are willing to
come back & pay for it again.
Today the firms aim to give satisfaction to the customer through marketing
concepts. The firm try to help the buyers in the solving the problem then
competitors. The marketers must see that consumers with purchasing power
constitute a potentials buyers are identified. It is essential for the marketer to carry
out the business in such a way that they give satisfaction to consumers needed.
When a firm markets a product or service it should aim to enjoy consumer’s
satisfaction & profit maximization.

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CONSUMER RESEARCH:-
Consumer research is the methodology used to study consumer behavior research
offer set diverse to identify consumer needs it is used to identify both felt & unfelt
needs, to learn how consumers. Perceive product & brand & stores. What their
attitudes are before and after promotional campaigns & how & why they make
their consumption decision.

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DATA
ANALYSIS
AND INTERPRETATION
Data Analysis And Interpretation:-
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 charts,
pie charts and others.
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.

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Classification of Customers Based On GENDER
GENDER No. of respondents Percentage %
Male 35 35
Female 65 65
Total 100 100
Sources: Primary Data
INTERPRETATION:
35% of the respondents are male and 65% of the respondents are female.
From the above table we can conclude that, the majority of the respondents were
belongs to female group.
0
10
20
30
40
50
60
70
Male Female
35
65
No.ofRespondents
CLASSIFICATION OF CUSTOMERS BASED ON
GENDER
Male
Female

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OCCUPATION:
Occupation is also influences a person’s consumption pattern. A blue collar
worker will buy work clothes, work shoes and lunch boxes. Similarly the Amul
Milk and Milk products are purchased by various occupants. The following
occupants of the respondents are classifies for the data collection.
Analysis of Occupation of the Respondents
Occupation No. of. respondents Percentage
%
Business 20 20
Employee 10 10
House wife 65 65
Others 05 05
Total 100 100

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INTERPRETATION:
20% of the respondents are businessmen, 10% of the respondents are
employees, and 65% of the respondents are house wives, 05% of the respondents
are others group.
0
20
40
60
80
Business Employee House
wife
Others
20
10
65
5
No.ofrespondents
ANALYSIS OF OCCUPATION OF THE RESPONDENTS

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PURCHASING FACTOR:
Identification of various factors plays a vital role in consumer
behavior study. The various factors such as quality, price easy available etc. is
influencing lot and influences positively. The following data reveals how various
factors are influencing to buying of Amul Milk and Milk products.
Analysis of Factors to Buy AMUL Milk
Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
` Source: Primary Data

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INTERPRETATION:
38% of respondents buying AMUL Milk for its Good Quality, 28% of
respondents use for its Band Name,20% of its Price consideration, 14% of its easy
availability of respondents buying AMUL Milk & Milk products.
0
5
10
15
20
25
30
35
40
Quality Brand image Price availability
38
28
20
14
No.ofrespondents
Factors
ANALYSIS OF FACTORS TO BUY AMUL MILK

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RESPONDENTS CONSUMPTION QUALITY:
Consumption quality is varying with various respondents. Some of customer
they buy less quantity and some them huge quantity depends upon requirement and
number of people in their houses. The data is collected to know the various
consumption patterns.
Analysis of Consumption of Average Milk per Day
Consumption No. of Respondents Percentage (%)
1 Litre 70 70
2-4 Litre 10 10
More than 4 Litres 20 20
Total 100 100
INTERPRETATION:
70% of the respondents are consuming one litre per day. 10% of the
respondents are consuming two to four litres per day. 20% of the respondents are
consuming more than four litres per day.
From the above table we can conclude that majority of the respondents were
consuming one litre per day.

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OPINION TOWARDS PRODUCT:
The behavior of users after his commitment to a product has been collected
with respect product and terms of satisfaction with rating scale. The following are
the data obtained related to AMUL Milk.
Analysis of Rating towards AMUL Milk.
Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
Source: Primary Data
0
20
40
60
80
1 LITRE 2-4 LITRES MORE THAN 4
LITRES
70
20
10
No.ofRespondents
Consumption
Analysis of Average Consumption of Milk Per Day

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INTERPRETATION:
25% of the respondents rated that AMUL Milk & Milk products are
Excellent. 48% of the respondents rated as good, 22% of the respondents rated as
Average Quality. 05% of the respondents rated that AMUL Milk & Milk products
are Poor.
From the above table we can conclude that majority of the respondents rated
AMUL Milk & Milk products are of Good Quality.
0
5
10
15
20
25
30
35
40
45
50
Excellent Good Average Poor
25
48
22
5
No.ofRespondents
Rating
Analysis of Rating towards Amul Milk Products

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INFLUENCE TO OTHER TO BUY PRODUCTS:
Post experience & benefits will help organization in obtaining the additional
sell. In this connection feedback its act as an influence to others to adopt the
product the user survey has conducted to identify what an extent user recommends
to others. The data has been extracted & it is as follows.
Analysis of Recommendations
Recommended No. of Respondents Percentage (%)
Yes 97 97
No 03 03
Total 100 100
INTERPRETATION:
97% of the respondents were recommended Amul milk and, 03% of the
respondents were not recommended Amul milk and products to others.
From the above table we can conclude that majority of the respondents were
recommended Amul milk.

42
0
20
40
60
80
100
Yes No
97
3
No.ofRespondents
opinions
Analysis of Recommendations

43
FINDINGS,
SUGGESTION
AND
CONCLUSION

44
FINDINGS:-
First I would like to present my survey findings. The main findings of my survey
are as follows:
1. It is findings in the survey that females are the main decision maker for the milk.
As per the data, 65% of female and 35% of male makes purchase decision.
2. Based on the occupation of the customer, it is found in the survey that 65% are the
housewives and 35% are from various occupations such as a businessman,
employee etc for the Amul Milk.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data,
79% of the respondents’ income is under this group.
4. The main purchasing factors for the Amul Milk are Quality and Brand image. The
data reveals that 42% influences on Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time. The
majority of the respondents are using Amul Milk & Milk products from more than
3 years.
6. 96% the respondents think that purchasing Amul milk is value for the money i.e.
Amul milk is valuable product for them.
7. It is found in the survey that customer are influencing through Word of Mouth.
SUGGESTIONS:
1. Milk purchasing decisions are more decided by women rather than male, because
she act as a invigilator, execute her decision and influence the same to the purchase
while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to
concentrate more on the women and men suggestions for designing the marketing
strategy, because women’s role in the house is dominant, even in the various
decisions.

45
2. Occupation of the user influences the purchase decisions. The particular
occupation plays a vital role in deciding the product or services. Women segment
are influencing more on milk. Therefore, an occupation is the factor influencing
the product.
3. Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. So I
suggest Amul to concentrate also on low income segment to capture market and
position themselves in the minds of the customer with required quality and quality
milk.
4. Since Amul is having loyal customers and therefore should concentrate more on
this factor through various potential programmes such as campaign, premium
packs, offers etc., this helps to increase the loyalty towards the Amul products.
5. Milk is having high demand and it is considered as a very essential products. In
present practice, purchase of milk is through dealers. In this connection dealers
approach towards the product.
6. Customer is influential, hence I suggest Amul to look after the dealers issue with
due care.
7. When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the
quality and attributes are fine tuned according to the needs will help the Amul to
get reputation and addition market.
8. Introduction of various economic products lies may help Amul to attract the
existing and new customers and may attract all income level groups. Hence I
suggest management to introduce new product line which can satisfy the entire
group.

46
CONCLUSION:-
From the survey conducted it is observed that Amul milk has a good market
share.
From the study conducted the following conclusions can be drawn. In order
the dreams comes into reality and for turning liabilities into assets one must
have to meet the needs of the customers.
The factors considered by the customer before purchasing milk are
freshness, taste, thickness and availability.
Finally I conclude that, majority of the customers are satisfied with the Amul
milk and Milk products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the Amul Milk because
of high price, lack of dealer services, spoilage and low shelf life etc.
therefore, if slight modification in the marketing programme 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.

47
SWOT ANALYSIS OF AMUL MILK:-
STRENGTH:-
 Very efficient distribution channel.
 Brand name.
 Trust of the end users.
 Shelf life of the products.
 Quality of the product.
 Relationship with the distributor.
WEAKNESS:-
 No supply as per demand.
OPPORTUNITY:-
Capture the market where supply of milk is nil.
THREATS:-
 From National & Local players:-
 Saras
 Ksheer
 Mother dairy
 Payas

48
BIBLIOGRAPHY
AND
WEBLIOGRAPHY
Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.
Marketing Management -- Philip Kotler, 2000.
Product management—S.A.Chunawala, 1999.
Research Methodology - - C.R. Kothari
www.amul.com
www.gcmmf.org
www.indiandairy.com
www.nddb.com

49
QUESTIONNAIRE FOR RETAILARS
Dear Sir/Madam,
I am conducting a survey entitled “To Study Market Penetration of Amul
Fresh Products.” Please give your valuable information, your information will be
kept confidential and will be used only for academic purpose.
Kishan Gopal
BBA 3rd
Year
Dezyne E’cole College
NAME: - ……………………………………………………………….
SHOPE NAME: - ……………………………………………………...
CONTANT NO: - ……………………………………………………..
AREA: - ………………………………………………………………..
………………………………………………………………
1. Which company milk do you sell?
A) Amul
B) Saras
C) Ksheer
D) Other
2. Are you selling Amul milk too?
A) YES B) NO
3. How many milk carets you sold in a day?
……………………………………………………………………

50
4. What are the consumer responses of Amul milk?
A) Satisfied
B) Good
C) Not Satisfied
5. Which type of problem you facing when you want to sold Amul milk?
………………………………………………………………………
6. What extra facility you want from Amul Company?
A) Extra service
B) Displays
C) Advertisements
7. Are you satisfied from margin of Amul Company?
A) Yes B) No
8. What are the Products are you selling now?
A. Milk
B. Butter milk (Plain/Special)
C. Butter
D. Amul kool
9. What are the Fresh Products you want to sell in Future?
A) Milk
B) Butter milk (Plain/Special)
C) Butter
D) Amul kool
E) Dahi (Pouch/Cup)
F) Lassee
G) Fresh Paneer
10.Any suggestions?
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………

51
QUESTIONNAIRE FOR CONSUMERS
Dear Sir/Madam,
I am conducting a survey entitled “Consumer Behavior & Satisfaction.”
Please give your valuable information, your information will be kept confidential
and will be used only for academic purpose.
Kishan Gopal
BBA 3rd
Year
Dezyne E’cole College
Name : - ______________________________________________
Address: - _______________________________________________
Age : - _________________ Gender : - _________________
Contact No.: - _________________________
1) Which Milk do you consume?
a. Pouch milk
b. Loose milk
c. Both
2) In pouch milk which brand do you prefer?
a) AMUL
b) Saras
c) Ksheer
d) Mother dairy
e) Other

52
3) Are you satisfied with the milk you are consuming?
a) Yes
b) No
4) What do you like in Milk?
a) Quality b) Taste
c) Price d) Availability
5) Do you get milk pouch at…………..
a) Doorstep
b) From retailer
6) Total consumption of milk in a day?
a) Pouch milk in liter……………..
b) Loose milk in liter……………...
7) Your monthly expenditure in milk (in Rs.)?
a) 100-200
b) 200-300
c) 300-400
d) 400-500
e) Above 500
8) Why you prefer this brand/ due to…………..
a)Quality b) Taste
c) Price d) Availability
9) If you buy AMUL milk pouch which pack you purchase?
a) Amul Gold
b) Amul Taaza
c) Amul Slim & Trim
10) What is the reason for buying/ not buying AMUL?
a)……………………………………………………..
b)……………………………………………………..
c)…………………………………………………..…

53
11) What are your suggestion/ expectations from AMUL?
a)………………………………………………………
b)………………………………………………………
c)………………………………………………………
12) How do you scale your pouch milk?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE
TASTE
PACKAGING
AVAILIBILITY
SCHEMES

Kishan Gopal BBA

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