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.
This document provides an overview of a marketing research project conducted by Kishan Gopal for Amul to study the market penetration of Amul's fresh products. It includes an introduction to Amul's history and products. The main steps of marketing research are defined, including defining the problem, identifying information needs, determining data sources, deciding research methods, analyzing data, and creating a report. The document discusses Amul's plants, product profile, and marketing strategies. It provides context and details about the scope and process of Kishan Gopal's marketing research project for Amul.
To Study the Consumer satifaction for Amul Milk in Nashk RegionYash Desai
The document provides information about Amul milk and Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), including their mission, vision, competitors, and details about GCMMF such as its annual turnover, milk procurement amounts, member unions, and product range. It discusses GCMMF's role in marketing Amul and Sagar branded products and describes some of its achievements and international exports.
This document provides a comprehensive project report on consumer buying patterns towards Amul milk. It begins with an introduction to Amul, providing a brief history of how the first milk union was established in 1946 in Kaira district of Gujarat. In 1955, the brand name 'Amul' was selected, meaning 'priceless' in Sanskrit. The report will examine Amul's marketing strategies and consumer preferences through primary and secondary research. It aims to analyze factors influencing consumer decisions and evaluate Amul's business model. The methodology section outlines the research design, data collection sources, sampling techniques and limitations. Data analysis will be presented along with a hypothesis. A SWOT analysis of Amul will also be included.
1. The document provides sample profiles of 50 retail shops located across different areas in Bhavnagar city that were surveyed as part of the research on Amul Kool Flavored Milk.
2. The research was conducted over approximately 6 weeks and involved collecting primary data through questionnaires from 150 retail shops and 100 consumers in Bhavnagar city.
3. The objectives of the research were to analyze the market potential, consumption patterns, awareness levels, and factors influencing purchase decisions regarding Amul Kool Flavored Milk.
This document provides a 3 page summary of a marketing research project report on the effectiveness of chocolate advertisements for Amul. It begins with an introduction to Amul's history starting in 1946 as a milk cooperative in India. It then discusses the main steps involved in marketing research including defining the problem, identifying information needs, determining data sources, research methods, data analysis, and reporting. The document provides background information on Amul's business and plants to help define the context of the marketing research project.
0601051 post launch study of amul probiotic sugarfree ice creamSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
consumer behavior & satisfaction towards Amul milkMorisha Roy
The document provides background information on Amul, India's largest dairy cooperative. It discusses how Amul was established in 1946 to empower farmers and end exploitation by private traders. It has since grown to collect over 11 lakh liters of milk daily. Amul pioneered many innovations like chilling centers and brought modern technology to rural areas. It has received several awards and exports products internationally. Amul's success is attributed to providing farmers an assured market while benefiting consumers with quality products.
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.
This document provides an overview of a marketing research project conducted by Kishan Gopal for Amul to study the market penetration of Amul's fresh products. It includes an introduction to Amul's history and products. The main steps of marketing research are defined, including defining the problem, identifying information needs, determining data sources, deciding research methods, analyzing data, and creating a report. The document discusses Amul's plants, product profile, and marketing strategies. It provides context and details about the scope and process of Kishan Gopal's marketing research project for Amul.
To Study the Consumer satifaction for Amul Milk in Nashk RegionYash Desai
The document provides information about Amul milk and Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), including their mission, vision, competitors, and details about GCMMF such as its annual turnover, milk procurement amounts, member unions, and product range. It discusses GCMMF's role in marketing Amul and Sagar branded products and describes some of its achievements and international exports.
This document provides a comprehensive project report on consumer buying patterns towards Amul milk. It begins with an introduction to Amul, providing a brief history of how the first milk union was established in 1946 in Kaira district of Gujarat. In 1955, the brand name 'Amul' was selected, meaning 'priceless' in Sanskrit. The report will examine Amul's marketing strategies and consumer preferences through primary and secondary research. It aims to analyze factors influencing consumer decisions and evaluate Amul's business model. The methodology section outlines the research design, data collection sources, sampling techniques and limitations. Data analysis will be presented along with a hypothesis. A SWOT analysis of Amul will also be included.
1. The document provides sample profiles of 50 retail shops located across different areas in Bhavnagar city that were surveyed as part of the research on Amul Kool Flavored Milk.
2. The research was conducted over approximately 6 weeks and involved collecting primary data through questionnaires from 150 retail shops and 100 consumers in Bhavnagar city.
3. The objectives of the research were to analyze the market potential, consumption patterns, awareness levels, and factors influencing purchase decisions regarding Amul Kool Flavored Milk.
This document provides a 3 page summary of a marketing research project report on the effectiveness of chocolate advertisements for Amul. It begins with an introduction to Amul's history starting in 1946 as a milk cooperative in India. It then discusses the main steps involved in marketing research including defining the problem, identifying information needs, determining data sources, research methods, data analysis, and reporting. The document provides background information on Amul's business and plants to help define the context of the marketing research project.
0601051 post launch study of amul probiotic sugarfree ice creamSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
consumer behavior & satisfaction towards Amul milkMorisha Roy
The document provides background information on Amul, India's largest dairy cooperative. It discusses how Amul was established in 1946 to empower farmers and end exploitation by private traders. It has since grown to collect over 11 lakh liters of milk daily. Amul pioneered many innovations like chilling centers and brought modern technology to rural areas. It has received several awards and exports products internationally. Amul's success is attributed to providing farmers an assured market while benefiting consumers with quality products.
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.
This document discusses a study of consumer buying behaviour towards Amul milk in Jaipur, India. The study surveyed 50 consumers to understand awareness of Amul products, factors influencing purchase decisions, and satisfaction levels. Key findings include that most customers purchase Amul milk for self-use and are satisfied with qualities like taste, price, and availability. Ease of purchasing Amul products from nearby retailers also influences consumer behaviour positively. The conclusion discusses Amul's goal to become a leading dairy marketing organization through expanding its product range and distribution network across India and neighboring countries.
This document provides an overview and history of Amul Ice Cream. It discusses how Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Amul replicated this cooperative model nationwide. Amul entered the ice cream market in 1996 and has since become the top ice cream brand in India, offering over 200 products. The document outlines Amul's expansion across different Indian markets from the late 1990s onward. It also notes Amul introduced sugar-free and probiotic ice cream variants in 2007, being the first in India to do so.
research on marketing strategies and consumer satisfaction of Amul milkNajuka Mohite
This document discusses research methodology used for a study on Amul milk. It includes the following:
1) The objectives of the study were to understand customer awareness, preferences and factors affecting purchase behavior of Amul milk versus competitors.
2) Primary data was collected through questionnaires with 50 customers in New Panvel. Secondary data came from company reports, articles and websites.
3) The data was analyzed using charts and found that most customers purchase Amul for its taste, quality and availability. Television advertising was seen as most effective.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
The document reports on a study conducted on the market analysis and sales development of Amul Taaza milk in Kanpur City. The study involved collecting primary data through questionnaires distributed to retailers and customers, as well as secondary data from the Amul website and other sources. The objective of the study was to analyze Amul's retail network and market share in Kanpur, understand customer preferences, and identify areas for improving sales of Amul Taaza milk.
The document provides an overview of Amul's promotional scheme for its ice cream products. It discusses Amul's plans to expand ice cream production capacity and sales. Key points include increasing annual ice cream sales to Rs. 250 crores, launching new ice cream products, and focusing on availability through small retailers to drive impulse purchases. The goal is to clock annual ice cream sales of 34 million litres through an emphasis on value and availability.
summer internship project report on AMULMayank Patel
1) The document presents information from a survey about dahi (yogurt) consumption conducted in West Ahmedabad.
2) The survey found that most respondents consume homemade dahi daily, preferring it over store-bought brands due to perceptions of better quality.
3) Amul brand masti dahi was the most popular store-bought variety according to 28% of respondents, while 6% preferred loose dahi from local vendors.
Namaste India Foods is an Indian dairy company that operates a farm and processing plant near Kanpur. It collects milk from local villages and tests quality extensively before processing and pasteurizing products. The research project surveyed 100 Kanpur consumers to understand the competitive milk market. Most consumers purchased Amul for its high quality. While Namaste India is new, many consumers were open to home delivery and saw its quality as fair. The research can help Namaste India understand its brand positioning and identify ways to improve quality perceptions.
The document discusses a summer internship project report on launching Amul Prolife Probiotic Lassee in Andheri, Jogeshwari, and Goregaon areas of Mumbai. It provides an overview of GCMMF which manufactures Amul products, details on probiotics and the Amul Prolife Lassee product. It describes the launch strategy including retailer visits, pricing, and feedback. Issues faced after launch included strong rose flavor, packaging, and distribution problems. Suggestions given were to improve packaging, introduce new flavors, and increase awareness of the probiotic health benefits.
The document is a student project report analyzing consumer preferences between Amul butter and Amul lite butter. It discusses the compositional and communication differences between the two products that have led to differences in sales volume. The report will examine Amul's market leadership position in the bread spread category in India and investigate why its market share has decreased as competitors like Nutralite have increased their share.
This document summarizes research on entering the traditional Indian sweets market. It discusses the large size of the traditional sweets market in India and lack of organized players. The feasibility of Amul, an established dairy brand, entering this market is examined. Research objectives are outlined to understand consumer perceptions and willingness to purchase Amul sweets. Both qualitative and quantitative research methods are proposed, including interviews, focus groups and a questionnaire distributed to various age groups to get feedback and insights.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
A project report on consumer satisfaction and awareness towards siddhadhara m...Babasab Patil
This document discusses the dairy industry in India and the National Dairy Development Board (NDDB). It provides a brief history and overview of the development of the dairy industry in India from the pre-independence period through the establishment of the NDDB in 1965. The NDDB was founded to modernize the dairy industry and transform it into an instrument for rural development. Through its Operation Flood program spanning 26 years, India became the world's largest milk producer. As of 2006, over 12 million farmers were members of over 17,000 village dairy cooperatives across India procuring over 21 million liters of milk daily.
summer internship project report on DAHI CONSUMPTIONMayank Patel
This document summarizes a presentation on consumption of dahi (yogurt) in Ahmedabad, India. It begins with introductions to milk, the milk industry, and major dairy cooperatives like Mother Dairy and Amul. It then discusses types of dahi products from various brands. The objectives and methodology of the dahi consumption survey are outlined. Key findings include that 45% consume Amul Masti Dahi, 53% make dahi at home because it is cheaper, and 68% use Amul milk for homemade dahi. Statistical analyses found relationships between dahi choice and income level, purchasing and consumption frequency, and time using Amul dahi and purchase purpose.
This project report provides a summary of a study conducted on the sales and distribution of Amul milk in the Pune market. It discusses the dairy industry in India and Amul's history, objectives of the study, research methodology, data collection and analysis. Key findings include that Amul faces tough competition from brands like Chitale and Katraj, with Chitale having the largest market share. Awareness of Amul milk is average among retailers and consumers, but acceptance is low. It is concluded that Amul milk has high potential but low acceptance compared to competitors that customers regularly use. The report recommends that Amul undertake promotional strategies to boost distribution and increase advertising through various channels.
A Study On Sales and Distribution at Heritage Foods India Ltd in Hyderabad Surya Reddy
This document summarizes a study on sales and distribution at Heritage Foods India Ltd in Hyderabad. The study used primary and secondary data collection methods to analyze buyer behavior, identify Heritage's main competitor as Jersey milk, and find that many customers are unaware of Heritage's full product range. Key findings were a lack of advertising, inconsistent milk taste, and no distance norms for outlets. Suggestions included more advertising, corporate social responsibility, and salesperson incentives.
Amul was established in 1946 as a cooperative union in Anand, India to help dairy farmers market their milk. It has since grown to become the largest food brand in India. Amul aims to provide fair prices to farmers and high quality products to consumers. Key points:
- Amul was formed to help dairy farmers gain bargaining power against private traders who were exploiting them.
- It started with 250 liters of milk per day collected from a few villages and has grown to collect over 11 lakh liters daily from over 10 lakh farmers.
- Amul pioneered many innovations like chilling centers, computerized collection systems, and achieving international quality standards.
- It is a highly successful
Grate to share on slideshare as it will help some other also for the better. the file can tans all the required points of the Marketing an ideas of AMUL pvt lit.
This document discusses a study of consumer buying behaviour towards Amul milk in Jaipur, India. The study surveyed 50 consumers to understand awareness of Amul products, factors influencing purchase decisions, and satisfaction levels. Key findings include that most customers purchase Amul milk for self-use and are satisfied with qualities like taste, price, and availability. Ease of purchasing Amul products from nearby retailers also influences consumer behaviour positively. The conclusion discusses Amul's goal to become a leading dairy marketing organization through expanding its product range and distribution network across India and neighboring countries.
This document provides an overview and history of Amul Ice Cream. It discusses how Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Amul replicated this cooperative model nationwide. Amul entered the ice cream market in 1996 and has since become the top ice cream brand in India, offering over 200 products. The document outlines Amul's expansion across different Indian markets from the late 1990s onward. It also notes Amul introduced sugar-free and probiotic ice cream variants in 2007, being the first in India to do so.
research on marketing strategies and consumer satisfaction of Amul milkNajuka Mohite
This document discusses research methodology used for a study on Amul milk. It includes the following:
1) The objectives of the study were to understand customer awareness, preferences and factors affecting purchase behavior of Amul milk versus competitors.
2) Primary data was collected through questionnaires with 50 customers in New Panvel. Secondary data came from company reports, articles and websites.
3) The data was analyzed using charts and found that most customers purchase Amul for its taste, quality and availability. Television advertising was seen as most effective.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
The document reports on a study conducted on the market analysis and sales development of Amul Taaza milk in Kanpur City. The study involved collecting primary data through questionnaires distributed to retailers and customers, as well as secondary data from the Amul website and other sources. The objective of the study was to analyze Amul's retail network and market share in Kanpur, understand customer preferences, and identify areas for improving sales of Amul Taaza milk.
The document provides an overview of Amul's promotional scheme for its ice cream products. It discusses Amul's plans to expand ice cream production capacity and sales. Key points include increasing annual ice cream sales to Rs. 250 crores, launching new ice cream products, and focusing on availability through small retailers to drive impulse purchases. The goal is to clock annual ice cream sales of 34 million litres through an emphasis on value and availability.
summer internship project report on AMULMayank Patel
1) The document presents information from a survey about dahi (yogurt) consumption conducted in West Ahmedabad.
2) The survey found that most respondents consume homemade dahi daily, preferring it over store-bought brands due to perceptions of better quality.
3) Amul brand masti dahi was the most popular store-bought variety according to 28% of respondents, while 6% preferred loose dahi from local vendors.
Namaste India Foods is an Indian dairy company that operates a farm and processing plant near Kanpur. It collects milk from local villages and tests quality extensively before processing and pasteurizing products. The research project surveyed 100 Kanpur consumers to understand the competitive milk market. Most consumers purchased Amul for its high quality. While Namaste India is new, many consumers were open to home delivery and saw its quality as fair. The research can help Namaste India understand its brand positioning and identify ways to improve quality perceptions.
The document discusses a summer internship project report on launching Amul Prolife Probiotic Lassee in Andheri, Jogeshwari, and Goregaon areas of Mumbai. It provides an overview of GCMMF which manufactures Amul products, details on probiotics and the Amul Prolife Lassee product. It describes the launch strategy including retailer visits, pricing, and feedback. Issues faced after launch included strong rose flavor, packaging, and distribution problems. Suggestions given were to improve packaging, introduce new flavors, and increase awareness of the probiotic health benefits.
The document is a student project report analyzing consumer preferences between Amul butter and Amul lite butter. It discusses the compositional and communication differences between the two products that have led to differences in sales volume. The report will examine Amul's market leadership position in the bread spread category in India and investigate why its market share has decreased as competitors like Nutralite have increased their share.
This document summarizes research on entering the traditional Indian sweets market. It discusses the large size of the traditional sweets market in India and lack of organized players. The feasibility of Amul, an established dairy brand, entering this market is examined. Research objectives are outlined to understand consumer perceptions and willingness to purchase Amul sweets. Both qualitative and quantitative research methods are proposed, including interviews, focus groups and a questionnaire distributed to various age groups to get feedback and insights.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
A project report on consumer satisfaction and awareness towards siddhadhara m...Babasab Patil
This document discusses the dairy industry in India and the National Dairy Development Board (NDDB). It provides a brief history and overview of the development of the dairy industry in India from the pre-independence period through the establishment of the NDDB in 1965. The NDDB was founded to modernize the dairy industry and transform it into an instrument for rural development. Through its Operation Flood program spanning 26 years, India became the world's largest milk producer. As of 2006, over 12 million farmers were members of over 17,000 village dairy cooperatives across India procuring over 21 million liters of milk daily.
summer internship project report on DAHI CONSUMPTIONMayank Patel
This document summarizes a presentation on consumption of dahi (yogurt) in Ahmedabad, India. It begins with introductions to milk, the milk industry, and major dairy cooperatives like Mother Dairy and Amul. It then discusses types of dahi products from various brands. The objectives and methodology of the dahi consumption survey are outlined. Key findings include that 45% consume Amul Masti Dahi, 53% make dahi at home because it is cheaper, and 68% use Amul milk for homemade dahi. Statistical analyses found relationships between dahi choice and income level, purchasing and consumption frequency, and time using Amul dahi and purchase purpose.
This project report provides a summary of a study conducted on the sales and distribution of Amul milk in the Pune market. It discusses the dairy industry in India and Amul's history, objectives of the study, research methodology, data collection and analysis. Key findings include that Amul faces tough competition from brands like Chitale and Katraj, with Chitale having the largest market share. Awareness of Amul milk is average among retailers and consumers, but acceptance is low. It is concluded that Amul milk has high potential but low acceptance compared to competitors that customers regularly use. The report recommends that Amul undertake promotional strategies to boost distribution and increase advertising through various channels.
A Study On Sales and Distribution at Heritage Foods India Ltd in Hyderabad Surya Reddy
This document summarizes a study on sales and distribution at Heritage Foods India Ltd in Hyderabad. The study used primary and secondary data collection methods to analyze buyer behavior, identify Heritage's main competitor as Jersey milk, and find that many customers are unaware of Heritage's full product range. Key findings were a lack of advertising, inconsistent milk taste, and no distance norms for outlets. Suggestions included more advertising, corporate social responsibility, and salesperson incentives.
Amul was established in 1946 as a cooperative union in Anand, India to help dairy farmers market their milk. It has since grown to become the largest food brand in India. Amul aims to provide fair prices to farmers and high quality products to consumers. Key points:
- Amul was formed to help dairy farmers gain bargaining power against private traders who were exploiting them.
- It started with 250 liters of milk per day collected from a few villages and has grown to collect over 11 lakh liters daily from over 10 lakh farmers.
- Amul pioneered many innovations like chilling centers, computerized collection systems, and achieving international quality standards.
- It is a highly successful
Grate to share on slideshare as it will help some other also for the better. the file can tans all the required points of the Marketing an ideas of AMUL pvt lit.
This document provides an overview of consumer behavior and satisfaction related to Amul milk and products. It discusses the importance of understanding consumer behavior for marketing management. Consumer behavior is influenced by psychological, social, and physical factors and involves awareness, evaluation, purchase, consumption, and sharing of experiences. It notes that consumer behavior is a social process and marketing must take into account individual differences and influences. The concept of consumer behavior is introduced as the study of how individuals make decisions on spending resources. Key questions around who, how, where, when, why and how often products are bought and used are important to understand the decision making process.
This document provides a project report on studying supply chain management at Amul Satellite Dairy in Pune. It begins with an introduction that outlines the background, objectives, need and scope of the study. It then provides an overview of Amul, including its establishment in 1946, brand name, products, and cooperative structure. It describes the Pune plant, including its year of establishment, location, area, and number of milk collection centers. It outlines the dairy's key products and includes an organizational chart and description of the milk processing stages. In closing, it discusses Amul's operations and supply chain management strategy of coordinating its network and using appropriate technologies.
The document provides background information on Amul, including:
1) Amul was established in 1946 as the Kaira District Cooperative Milk Producers' Union Limited in Anand, Gujarat by dairy farmers who were previously exploited by private milk traders.
2) It was founded with the help of Sardar Vallabhbhai Patel and started pasteurizing milk for the Bombay Milk Scheme in 1948.
3) In 1955, Amul set up a milk processing plant to manufacture milk powder and butter to handle excess supply, marking its transition from a cooperative to a processed food brand.
A project report on consumer perception and preference towards nandini curd ...Babasab Patil
The document discusses consumer perception and preferences towards Nandini curd in Dharwad, India. It provides background on the dairy industry in India and Karnataka. It outlines the objectives and functions of organizations involved like the Karnataka Milk Federation, milk unions, and district cooperative societies. The document also describes the methodology used in the consumer perception study and provides an executive summary of its objectives and findings.
Amul (effectiveness of chocolate advertisement towards its sales)jitendrasangle
This document provides an overview of Amul, an Indian dairy cooperative. It discusses:
1) Amul was established in 1946 in Anand, Gujarat as a cooperative to provide farmers an alternative to private milk traders. It has since grown to collect over 11 lakh liters of milk daily.
2) Amul's brand name means "priceless" in Sanskrit. It produces a wide range of dairy products that are high quality and affordable. Amul has become a leading food brand in India.
3) Key to Amul's success is its cooperative model where profits benefit member farmers. It provides services like artificial insemination and veterinary care to increase milk yields.
The document is a project report on consumer behavior and satisfaction towards Sifti ghee. It includes an introduction to the topic, literature review on consumer behavior and satisfaction, methodology used for primary research including sample size and data collection methods, data analysis and interpretation, findings, recommendations and conclusion. The project was conducted as part of an MBA program and aims to understand consumer preferences and purchase behavior related to Sifti ghee.
The document discusses consumer perception and preferences towards Nandini curd in Dharwad, Karnataka. It outlines the objectives of studying consumer satisfaction, quality, awareness, buying behavior, and reasons for low curd sales. The methodology includes a sample size of 100 customers surveyed using a self-administered questionnaire in Dharwad city. The document also provides background on the dairy industry in India and Karnataka, as well as profiles of Nandini and the Karnataka Milk Federation.
Customer satisfaction about the marketing mix of milkvitaEakiSikder
Milk Vita is a dairy cooperative in Bangladesh that collects milk from farmers and processes and sells dairy products. It was established in 1973 to provide farmers a guaranteed milk market and ensure a regular supply of milk products to city dwellers. Milk Vita collects milk from over 40,000 farmer members across six milk shed areas and processes products at plants in Dhaka and Baghabarighat. Its products are marketed under the Milk Vita brand name.
A project report on consumer perception towards nandini milkBabasab Patil
This document provides an overview of the dairy industry in India and the company profile of the Karnataka Milk Federation (KMF) and Raichur Bijapur Karnataka Milk Producers Union Limited (RBKMUL). It discusses the history and development of the dairy industry in India. It also outlines the objectives, organizational structure and operations of KMF, one of the largest milk cooperatives in India. RBKMUL is one of 13 milk unions affiliated with KMF, responsible for milk procurement, processing and marketing in its region. The document contains executive summaries of a study on consumer perception of Nandini milk, the brand marketed by KMF.
A project report on consumer satisfaction level towards nadini shubham milk i...Babasab Patil
This document provides an overview of a study on consumer satisfaction with Nandini Shubham milk in Dharwad-Hubli City, India. The study aims to understand consumer awareness, preferences, perceptions and opinions of Nandini Shubham milk. It also aims to compare the pricing of Nandini Shubham milk to other brands. The document outlines the objectives, need and limitations of the study. It provides background on the dairy industry and cooperative in India. It also summarizes some of the key findings of the study, which found that most consumers are aware and satisfied with Nandini Shubham milk but some desire changes like lower pricing and availability throughout the day.
Vasudhara Dairy (Valsad District's Milk Producers Union Ltd.) is a dairy cooperative established in 1973 in Gujarat, India. It collects and processes over 400,000 liters of milk per day from local dairy farmers and markets products under the Amul brand name. The company has a board of directors and managing director that oversee departments including accounting, human resources, and marketing. As a cooperative, the company's vision is to ensure a stable supply of high quality milk and dairy products while providing excellent service to customers and fair prices to farmer members.
This document provides a summary of a presentation on McDonald's. It includes an introduction, objectives of the study, research methodology, limitations, and rationale. It also describes McDonald's history, organizational structure, products/services. There is an analysis of McDonald's SWOT, future plans, and findings of the study. Recommendations and suggestions are provided. References and a table of contents are included at the end.
A project report on consumer awareness about nandini milk and milk productsBabasab Patil
The document discusses a study on consumer awareness of Nandini milk and milk products in Dharwad, Karnataka. It aims to study consumer awareness levels and how promotional activities impact awareness. Key findings include: 1) All respondents were aware of the Nandini brand, with highest awareness for standard milk and lower awareness for some products. 2) Television and banners were most effective at creating awareness while campaigns had little impact. 3) Most observed ads were informative, especially television, but few attended awareness campaigns. The study provides insights into improving promotional strategies to increase awareness and sales.
Project on brand awareness of lijjat papadProjects Kart
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Balaji Wafers Pvt Ltd began in 1976 supplying snacks to a local cinema. Due to short supply issues, the founders decided to produce their own snacks in 1982. Their quality and taste led to increasing demand. They upgraded operations over time, establishing semi-automatic and fully automatic plants. Currently producing 12 snack items, Balaji Wafers captures a large market share in Gujarat and surrounding regions through quality products and competitive pricing. The document outlines Balaji Wafers' history, operations, products, objectives of a study on the company, research methodology used including primary and secondary data collection methods, and a brief section on data analysis and limitations.
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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
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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.
52
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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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.
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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
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
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
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
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
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
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
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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
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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?
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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
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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.
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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
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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:
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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.
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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
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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:
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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.
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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
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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
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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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