The document provides a summer training report on consumer behavior and satisfaction for Amul. It includes: 1) An index listing the various chapters and content covered in the report such as an introduction to Amul, marketing research methodology, data analysis and findings. 2) Executive summary highlighting the objectives of studying consumer behavior and satisfaction for Amul, methodology used including a sample size of 50 respondents, and analysis through tables, graphs and interpretation. 3) The report appears to provide an in-depth analysis of Amul consumers including their purchasing patterns, factors influencing purchases, satisfaction levels and recommendations.

1. SUMMER TRAINING REPORT
ON
“CONSUMER BEHAVIOR & SATISFACTION”
FOR
.
52

2. 52

3. INDEX
CHAPTER PAGE
NO. NO.
TITLE
1. General Introduction
• Introduction & History 8-13
• Competitors of Amul , 14
• Strategies of Amul 16
• Product Profile of Amul 17-19
• Plants 20-24
• Swot analysis 25-27
2. About the Topic
• Consumer Behaviour 25-27
• Consumer Satisfaction 28
3. Marketing Research 30-34
4. Research Methodology 35-41
5. Data Analysis And Interpretation 42-57
6. Findings, Suggestion & Conclusion 58-61
7. SWOT Analysis 62
8. Annexure: 63-66
a) Bibliography & Webliography
b) Questionnaire
52

4. LIST OF THE TABLE
Table no. Contents Page no.
5.1 Classification of Customers Based On Sex 43
5.2 Analysis of Occupation of the Respondents 45
5.3 Analysis of Monthly Income of the Respondents 46
5.4 Analysis of Factors to Buy Amul Milk 48
5.5 Analysis of Consumption of Average Milk per Day 49
5.6 Analysis of Purchase Duration of Amul milk 51
5.7 Analysis of Rating Towards AMUL Milk & Milk 53
products
5.8 Analysis of Value for Money Paid by the 55
Respondents
5.9 Analysis of Recommendations 56
LIST OF THE GRAPHS
52

5. Graph no. Contents Page no.
5.1 Classification of Customers Based On Sex 44
5.2 Analysis of Occupation of the Respondents 45
5.3 Analysis of Monthly Income of the Respondents 47
5.4 Analysis of Factors to Buy Amul Milk 48
5.5 Analysis of Consumption of Average Milk per Day 50
5.6 Analysis of Purchase Duration of Amul Milk 52
5.7 Analysis of Rating Towards Amul milk 54
5.8 Analysis of Value for Money Paid by the 56
Respondents
5.9 Analysis of Recommendations 57
PREFACE
52

6. Today the business environment is rapidly changing in this competitive environment the
popular trend is also striving for maintaining its positions therefore it become essential for the
companies that they should know about their preference & taste. Regarding a particular
product it is of almost necessary to know the consumers satisfaction to the value offered by
the company in case of dissatisfactory result it is essential to as certain whether the
dissatisfaction is for entire product or part of it is and what value do the consumers expect
from it?
The research will provide the relevant information to the organization about consumer’s
attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of consumers for
the betterment of research as well as the organization.
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7. EXECUTIVE SUMMARY
The main objective of summer training was given by the Management of Amul. The
objective was “CONSUMER BEHAVIOR & SATISFACTION.”
And then at last I worked with questionnaire a sample size of 50 respondents was taken for
the study whose responses were studied and interpreted .The sampling design was used
convenience sampling. The process of analysis was done through excel work sheets,
frequency table, percentage analysis etc.
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 motivates me towards my goal and
objectives. The culture of AMUL is very much friendly.
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8. CHAPTER-1
INTRODUCTION
52

9. In the year 1946 the first milk union was established. This union was started with 250 litres of
milk per day. In the year 1946 the union was known as KAIRA DISTRICT CO-
OPERATIVE MILK PRODUCERS’ UNION.
Kaira District Co-operative Milk Producers' Union Limited was the First Co-operative
Milk Producers' Union started in Gujarat, formed in Kheda district, whose founding chairman
was social worker, Tribhovandas Patel
Its success, also known as Anand Pattern led to creation of District Co-operative Milk
Producers' Union at each district, created Amul (Anand Milk Union Limited) in 1946
In 1970, initiated White Revolution of India, as it help create, Gujarat Co-operative Milk Marketing
Federation Ltd., which now overlooks Amul, in 1973 , and today, it is the second best dairy in
[1]
India .
[1]
This union selected the brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived from 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, Amul spray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nuts Amul, Amul Milk and Amulya have made Amul a
leading food brand in India..Today Amul is a symbol of many things like of the high-quality
products sold at reasonable prices.
In the early 40’s, the main sources of earning for the farmers of Kaira district were farming
and selling of milk. That time there was high demand for milk in Bombay. The main supplier
of the milk was Polson dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district. This system leads to
exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside
the prices of milk and the farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a
co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers
to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society
52

10. for collection of the milk. These village societies would collect the milk themselves and
would decide the prices at which they can sell the milk.
The district union was also form to collect the milk from such village cooperative societies
and to sell them. It was also resolved that the Government should be asked to buy milk from
the union.
However, the govt. did not seem to help farmers by any means. It gave the negative response
by turning down the demand for the milk. To respond to this action of govt., the farmers of
Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to
the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfil the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel
who lead the farmers in forming the Cooperative unions at the village level. The Kaira district
milk producers union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative union, it
was commonly resolved to sell the milk under the brand name AMUL.
At these initial stage only 250 litres of milk was collected every day. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today
Amul collect 11 lakhs litres of milk every day. Since milk was a perishable commodity it
becomes difficult to preserve milk flora longer period. Besides when the milk was to be
collected from the far places, there was a fear of spoiling of milk. To overcome this problem
the union thought out to develop the chilling unit at various junctions, which would collect
the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more
than 150 chilling centres in various villages. Milk is collected from almost 1073 societies.
52

11. AWARDS:
Amul a co-operative society and its co-operation has led many different awards in its favor.
Magsaysay award for community leadership presented in manila, Philippines to Shri
Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
 1964: “Padmabhusan” award given to Shri T.K. Patel
 1965: “Padmshri awarded was given to V. Kurien, general manager, by the president
of India
 1987: “Best Productivity” awarded by national productivity council for the year
1985-86 awarded to Amul dairy.
 1988: “Best Productivity” awarded for the second successive year 1986-87 by the
president of India, Mr. R. Venkatrao to kaira union.
 1993: “ICA” Memenoto towards genuine and self sustaining co-operative worldwide
ICA regional office for Asia and pacific, New Delhi, 1996.
 1999: G.B.Birla award.
 Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP
Certificate and effects are got to obtain ISO 14000.
52

12. Competitors of Amul
52

13. 52

14. ???????????????????Why Amul???????????????????
52

15. 52

16. Product Profile Of Amul
52

17. Amul in Abroad:
52

18. Amul is going places. Literally after having established its presence in China, Mauritius and
Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milk
cooperative, is waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul
products are already available on shelves across several countries, including the US, China,
Australia, West Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk,
ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative prices
for producers' milk besides acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality milk and milk products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
• Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes and
limitations,
• Bring at the command of the rural milk producers the best of the technology
and harness its fruit for betterment.
• Provide a support system to the milk producers without disturbing their agro-
economic systems,
• Plough back the profits, by prudent use of men, material and machines, in the
rural sector for the common good and betterment of the member producers and
52

19. 1st Anand Plant
2nd Mogar Plant
3rd kanjari Plant
4th khatraj
52

20. 52

21. SWOT ANALYSIS OF AMUL MILK:-
STRENGTH:-
 Largest food brand in India
 Highly Diverse Product Mix
 Annual turnover of US$1504 million
 Quality of the product.
 Relationship with the distributor.
WEAKNESS:-
 No supply as per demand.
 Competitors
 Risks of highly complex supply chain system
THREATS:-
 From National & Local players:-
• Amul
• saras
• competitors
 Competitors-Hindustan Lever, Nestle and Britannia
 Still competition from MNCs in butter
 Growing price of milk and milk products
 Ban on export of milk powder
OPPORTUNITY:-
52

22.  Capture the market where supply of milk is nil.
 Export potential
 Expand existing categories like processed foods, chocolates etc
52

23. 52

24. OBJECTIVE OF THE RESEARCH
 To know awareness of people towards Amul products
 To know the preference of Amul products with comparison to
other competitive brands.
 To know the factors which affects consumer’s buying behaviour while purchase milk.
 Swot analysis of Amul
 To study various factors such as quality, price, easy available etc. Is influencing lot
and influences positively
 Ideas about to increase the sale of the “Amul
52

25. CHAPTER-2
Literature Review
52

26. 52

27. 52

28. 52

29. 52

30. 52

31. 52

32. CHAPTER-3
Research Methodology
52

33. 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.
52

34. “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.
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.
RESEARCH METHODOLOGY:-
RESEARCH PROBLEM
 Seek the general perception of consumer towards Amul products
 To know the consumer psyche and their behaviour towards Amul products
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.
52

35.  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.
“Hence consumer behavior is an orderly process whereby the consumer interacts with
the environment for making a purchase decision on products “
CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-
Consumer behaviour 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 behaviour tells the markets to resolve every activity
around the ultimate consumers & gauge their behaviour 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?
52

36. 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.
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
52

37.  Situational variables – purchase occasion , market communication, shopping
behavior, price , sales influence , product position
52

38. RESEARCH DESIGN
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.
Sample size 50 (age group of 20-25)
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
52

39. 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
SAMPLING
1. Sampling Technique : Random sampling
2. Sample size : 50 respondents (Age ranging
Between 18 yrs to 25 yrs)
3. Method : Direct interview through questionnaire.
4. Data analysis method : Graphical method.
5. Sample place : khrar
52

40. CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
52

41. 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.
52

42. Ques no 1 - Are you Aware about Amul products?
TABLE 4.1
RESPONDED No of Responded % of Responded
YES 45 90
NO 5 10
GRAPH 4.1
INTERPRETATION
Out of 50 consumers 90% (45) people aware about the Amul products 10%
(5) were not aware about Amul
52

43. Ques no 2- Are you satisfy with the quality of Amul?
TABLE 4.2
NO. %
RESPONSE OF RESPONDED OF responded
YES 32 64
NO 18 36
GRAPH 4.2
YES NO
INTERPRETION:
Out of 50 consumers 64% of the consumers satisfy with the quality of GHEE
and 36% not satisfy with quality.
52

44. Ques no 3- Are you satisfy with supply of Amul products?
TABLE4. 3
NO. %
RESPONSED OF RESPONDED OF CONSUMERS
YES 27 54
NO 13 26
GRAPH NO 4.3
INTERPRETION:
Out of 50 consumers 54% consumers satisfy with the supply of Amul
products and 26 % of the consumers are not satisfied with that.
52

45. Ques no 4- While purchasing milk products what are the PURCHASING
FACTORs: which affect the sale most
TABLE4. 4
Factors No. of Respondents Percentage %
Quality 20 40
Brand image 15 30
Price 10 20
Easy availability 5 10
`
45
40
35
30
25
20
15
10
5
0
Quality Brand image Price Easy availability
TABLE 4.4
INTERPRETATION:
40% of respondents buying AMUL products for its Good Quality, 30% of
respondents use for its Brand Name,20% of its Price consideration, 10% of its
easy availability of respondents buying AMUL product
Ques no 5 Do you use Amul products?
52

46. TABLE 4.5
RESPONDED NO.OF responded % OF responded
YES 35 70
NO 15 30
GRAPH 4.5
INTERPRETION:
Out of 50 consumers 35 (70%) consumer use Amul products and 15 (30%)
Consumer not use Amul products
Ques no6- Are you satisfy with price of AMUL products?
52

47. TABLE 4.6
NO. %
RESPONSE OF RESPONDED OF responded
YES 41 82
NO 9 18
Graph 4.6
YES NO
INTERPRETION:
Out of the 50 consumers 82% of consumers satisfy with Amul price and 18%
disagree with AMUL. This is the area which has to be worked by Amul
management. For increasing the sale of the product.
QUES NO 7- CONSUMER OPINION TOWARDS PRODUCT?
The following are the data obtained related to AMUL Milk.
52

48. TABLE NO 4.7
Ratings No. of Respondents Percentage (%)
Excellent 15 30
Good 25 50
Average 7 14
Poor 3 6
GRAPH NO 4.7
50
40
30
20
10
0
Excellent
Good
Average
Poor
percentage
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.
QUES NO 8 -IS AMUL PRODUCTS GIVE VALUE FOR THE MONEY IN
RETURN
52

49. Consumers always think while paying price to the products such as how much
we are paying towards products and how much we are getting. This data is
gathered to know what value they are receiving from the AMUL Milk.
TABLE NO 4.8
Response No. of Respondents Percentage (%)
Yes 38 76
No 12 24
GRAPH NO 4.8
YES NO
INTERPRETATION:
76% of the respondents feel that they get the value for money they paid. Only
24% of the respondents feel that they are not getting the value for money what
they paid. From the above table we can conclude that majority of the
respondents are agreed that they are getting the value for money they paid.
Ques no 9 -Have any Common Complaints: in Amul products?
A customer cantered organization makes it ways for its customer to deliver
suggestion and complaints. Many firms provide form for collecting feedback on
52

50. products and some time customer complaints and suggestion about products. In
this survey, common problems raised by the customer or not.
Table no 4.9
Opinions No of respondents % of respondent
Yes 10 20
No 40 80
Graph no 9
YES NO
Interpretation:
Only 20% of the respondents said that that there is no problem is AMUL Milk
& Milk products. 80% of the respondents are said that no problems in AMUL
Milk & Milk products.
When those 10% respondents who are unhappy have one common
complaint poor display of products at retailers.
Ques no 10 - Do you satisfy with AMUL?
52

51. TABLE 4.10
RESPONSE NO. %
OF RESPONDED OF CONSUMERS
YES 47 94
NO 3 6
GRAPH 4. 10
YES NO
INTERPRETION:
Out of 50 (94%) of consumers satisfy with Amul and (6%) of consumers not
satisfy with Amul.
Ques 11 in your opinion what are ideas about to increase the sale of the “Amul
• Price should be decreased
• Change in the taste
• Improvement in the advertisement system
• Other ideas
52

52. Table no 4.11
Opinions No of responded % of responded
8 16
price decreased
10 20
Change in the taste
Improvement in the 30 60
advertisement system
2 4
Other ideas
Graph no 4.11
Ques no 12- INFLUENCE TO OTHER CONSUMER TO BUY PRODUCTS:
Post experience & benefits will help organization in obtaining the additional
sale. 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.
52

53. Table 4.12
Recommended No. of Respondents Percentage (%)
Yes 32 64
No 18 36
Graph no
INTERPRETATION:
64% of the respondents were satisfies with the AMUL Milk. 36% of the
respondents were not satisfies with the AMUL Milk.
From the above table we can conclude that majority of the respondents
were satisfied with the AMUL Milk
52

54. CHAPTER-6
FINDINGS, SUGGESTION AND
CONCLUSION
FINDINGS:-
First I would like to present my survey findings. The main findings of my
survey are as follows:
52

55. • Out of 50 consumers 90% (45) people aware about the Amul products
10% (5) were not aware about Amul
• Out of 50 consumers 35 (70%) consumer use Amul products and 15
(30%) consumer not use Amul products
• Out of 50 consumers 54% consumers satisfy with the supply of Amul
products and 26 % of the consumers are not satisfied with that.
• 40% of respondents buying AMUL products for its Good Quality, 30%
of respondents use for its Brand Name,20% of its Price consideration,
10% of its easy availability of respondents buying AMUL products
• Out of 50 consumers 64% of the consumers satisfy with the quality of
GHEE and 36% not satisfy with quality.
• Out of the 50 consumers 82% of consumers satisfy with Amul price and
18% disagree with AMUL. This is the area which has to be worked by
Amul management.
• 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.
• We can conclude that majority of the respondents rated AMUL Milk &
Milk products are of Good Quality
• 76% of the respondents feel that they get the value for money they paid.
Only 24% of the respondents feel that they are not getting the value for
money what they paid.
• It is concluded that majority of the respondents are agreed that they are
getting the value for money they paid.
52

56. • Only 20% of the respondents said that that there is problem is AMUL
Milk & Milk products. 80% of the respondents are said that no problems
in AMUL Milk & Milk products.
• From the above table we can conclude that majority of the respondents
were satisfied with the AMUL products
52

57. Suggestions and Recommendations -
RECOMMENDATIONS REGARDING PLACE
Milk consumer values from delivery and a lot of distributors are already providing this
facility. Milk plant should think of giving extra Commission to its dealers for ensuring such
facilities. This scheme can be implemented in few areas and if there is an increase in
consumption of milk then it can be extended to all other areas catered by milk plant. There is
need to communicate regularly and taking feedback from agents. Monthly meetings will help
in improving the relation with dealers. The declaration of the prices like “Fastest Growing
Dealer” OR “Highest selling Dealer” can be announced bi monthly or bi annually to motivate
dealers to increase their sales.
RECOMMENDATION REGARDING PROMOTION
The following steps can be taken in the field of promotion:
Using electronic and print media for information dissemination: In recent days, there has
been lots of new highlighting adulteration of food products that is making people sceptical
about packed food products. Special programs highlighting supply chain of milk producers
‘ cooperatives can be screened and telecasted on TV from time to time .news highlighting
achievement of milk plant can also be published in news papers which will help in creating
favourable image for verka products.
2) Inviting people for plant visits on weekends:
52

58. Plant can be opened to general public for visit on Saturday and Sunday for a limited time
interval in order to win their trust on verka products. This can be done through collaborating
with Radio Fm channels where winners can get free visits and some limited period coupons.
3) Toll free telephone for customer feedback:
Presently verka products have a telephone number printed on their packs but this is not toll
free. A toll free number should be there and printed in such a colour or font that is easily
differentiable from the rest of the text on the pack.
Recommendations regarding pricing:
Following suggestions can be considered for improving pricing
Strategies of companies:
1) Introduction of coupon system;
Milk is the commodity that is daily bought and consumed within households. It is
cumbersome for consumers to make payment daily as change for currency is not available at
times. There are offered candies in return for change which many of the consumers do not
Like. This problem can be solved by introducing milk coupon which can be bought from
agencies. Coupon system has been successfully implemented by several individual
distributors in their respective areas. It is needed to be implemented in entire city.
2) Pricing in round figures:
Milk sellers often do not have fifty paisa coin or change with them so they often sell milk at
higher prices .this problem can be curbed by keeping the prices in whole number multiple of
rupee. People buying milk using coupons can be this discount of fifty paisa. This will
Encourage more people to for milk coupon.
52

59. CHAPTER-7
ANNEXURE
52

60. BIBLIOGRAPHY & WEBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of
India Private Limited, New Delhi.
Periodical: Business World
Research Methodology: C.R.Kothari, 2nd edition.
S.N Murty and U Bhojanna
Website Address: www.Amul.com
52

61. QUESTIONNAIRE
Dear Sir/Madam,
I am conducting a survey entitled “Consumer Behavior & Satisfaction
towards Amul products” Please give your valuable information, your
information will be kept confidential and will be used only for academic
purpose.
Place - _______________________________________________
Ques no 1 - Are you Aware about Amul products?
Yes NO
Ques no - 2 Do you use Amul products?
YES NO
Ques no 3- Are you satisfy with supply of Amul products?
YES NO
52

62. Ques No 4- While Purchasing Milk Products What Are The PURCHASING
Factors: Which Affect The Sale Most?
QUALITY BRAND IMAGE
PRICE EASY AVAILABILITY
Ques no 5 - Are you satisfy with the quality of Amul?
YES NO
Ques no6- Are you satisfy with price of AMUL products?
YES NO
Ques no7-Opinion towards Product?
EXCELLENT AVERAGE
POOR GOOD
Ques no 8 -Is Amul products give VALUE FOR THE MONEY in return?
YES NO
Ques no 9 -Have any Common Complaints: in Amul products?
YES NO
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63. Ques no 10 - Do you satisfy with AMUL?
YES NO
QUES NO 11- In Your Opinion What Are Ideas About To Increase The Sale Of
The “Amul
Price should be decreased
Change in the taste
Improvement in the advertisement system
Other ideas
QUES NO 12- Influence To Other To Buy Products?
YES NO
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