SlideShare a Scribd company logo
1 of 72
Download to read offline
1
A PROJECT
REPORT ON
TO STUDY THE CONSUMER SATISFACTION FOR
AMUL MILK IN NASHIK REGION FOR
GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION.
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
SUBMITTED BY
MR.YASH MOHAN DESAI
UNDER THE GUIDANCE OF
ASST.PROF. JEEVAN AHIRE
DEPARTMENT OF MANAGEMENT STUDIES
SANDIP FOUNDATION'S
SANDIP INSTITUTE OF TECHNOLOGY & RESEARCH
CENTRE, NASHIK- 422213
2017-18
2
STUDENT’S DECLARATION
I undersigned hereby declare that, the project entitled, “TO STUDY THE
CONSUMER SATISFACTION FOR AMUL MILK IN NASHIK
REGION FOR GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION ” is executed as per the course requirement of two year full
time MBA program of Savitribai Phule Pune University. This report has not
been submitted by me or any other person to any other University or Institution
for a degree or diploma course. This is my own and original work.
Place: Nashik
Date:……… Yash Mohan Desai
3
ACKNOWLEDGEMENT
A summer project is the golden opportunity for learning and self –
development. I consider myself very lucky and honored to have so many
wonderful people lead me through in completion of this project.
I wish to express my indebted gratitude and special thanks to “Gujarat Co-
operative Milk Marketing Federation Ltd.”& all the staff members especially
my guide and mentor Mr. Sameer Shinkar in spite of their busy schedule took
time to hear guide and keep me on the correct path and allowing me to carry out
my project work.
I express my gratitude to Sandip Institute of technology and Research
Centre Dept. of MBA for giving me this opportunity, I am also thankful to our
HOD Prof. (Dr.) Rakesh Patil sir, deepest thanks to college guide Prof.
Jeevan Ahire sir for his guidance and support. He supports me by helping me
to understand different methods of collection about the project and the
company. He helped me whenever I needed and he gave me the right direction
towards completion of project.
Signature of the Student
4
CONTENTS
Chapter no. TITLE Page no.
COLLEGE CERTIFICATE I
COMPANY CERTIFICATE II
STUDENT’S DECLARATION III
ACKNOWLEDGEMENT IV
I
Executive Summary 2
II
Objectives of the Study 5
III
Company Profile 7
IV
Theoretical Background 31
V
Research Methodology 37
VI
Data Analysis and Interpretation 43
VII
Findings 54
VIII
Conclusions 56
IX
Suggestions / Recommendations 58
ANNEXURE 60
BIBLIOGRAPHY 66
5
LIST OF GRAPHS
Sr. No. Graph No. Title of Graph
Page
No.
1 1 Turn Over Of GCMMF 15
2 2 Total milk procurement by GCMMF 16
LIST OF TABLES
Sr. No. Table No. Title of Table
Page
No.
1 1 Financial Structure 13
LIST OF FIGURES
Sr. No. Figure No. Title of Figure/Pie charts
Page
No.
1 1 Q.1) Are you aware of Amul milk? 44
2 2 Q.2) Do you purchase Amul milk? 45
3 3 Q.3) If no, then which brand do you prefer? (31respondents) 46
4 4 Q.4) How much quantity of milk do you buy daily? (69 respondents) 47
5 5 Q.5) How frequently do you buy Amul milk? 48
6 6 Q.6) Which type of Amul milk do you purchase? 49
7 7 Q.7) Which factor do you prefer while buying of Amul milk? 50
8 8 Q.8) Is the Amul milk conveniently available? 51
9 9 Q.9) Are you satisfied with Amul milk? 52
10 10 Q.10) Would you suggest Amul milk to other consumers? 53
6
LIST OF ABBREVIATION
Sr. No. Abbreviation Full Form of Abbreviation
1 GCMMF Gujarat Cooperative Milk Marketing Federation Ltd
2 HoReCa Hotel/Restaurant/Café
3 APEDA The Agricultural and Processed Food Products Export Development Authority
2
CHAPTER-1
EXECUTIVE SUMMARY
3
Executive Summary
The project title was “To study the consumer satisfaction for Amul
milk in Nashik region.” The entire Summer Internship was divided into three
phases which included Market research to understand information about
Competitors; Business development of fresh products and evaluating the
business potential of the HORECA segment.
In the beginning of the study first task was to study about the sector,
companies through secondary sources like online articles, company website,
projects related to Amul.
After then the steps taken are as follow:
To understand number of competitors in the market, a survey was conducted.
Every day One beat was targeted and minimum 25 outlets. And to follow or
collect data from loose milk suppliers the market starts at 6.30 am daily. This
survey includes data collected from 739 retailers, in which it was found that
Godavari, Thorat, Rajhans and Loose milk were the major competitors of Amul.
In loose milk Khatib dairy was dominant in Nashik. There were few brands
which were dominant in particular area. Brand like Atul was more popular in
area like cidco and Indira nagar. It was the most preferred brand in those areas.
Atul was the only brand which was sold in pouch as well as loose.
4
Market survey includes:-
1) Retail Stores
2) Raw milk Suppliers
3) HoReCa
4) Tea Stalls
An exploratory survey was conducted for each retailer and consumers,
drawing a basic questionnaire. This helps in understanding the retailers’
expectation from company and various factors affecting the buying decision of
Amul milk and Pouch Dahi. Through this it was found that Godavari was the
leading brand in Milk.
After research, sales activity was done for business development. For this
activity a strategy was made, to target new consumers, for eg. If it’s a tea vendor
or hotels or loose milk suppliers.
To enhance business meeting was conducted with tea vendors, retailers,
loose milk suppliers as well as hotel managers.
Same steps were followed for this activity also, every day one beat. Most of
the hotels were using loose milk and due to good relation with their vendors they
were avoiding AMUL’s offers.
Most of the tea vendors were interested in using Amul as they were getting
it at cheaper rate. Raw milk supplier were targeted because most of them where
having shortage of milk so they can use Amul milk.
Researcher have done their summer internship project in 2 month
5
CHAPTER-2
OBJECTIVES OF THE STUDY
6
OBJECTIVES
 To study the perception of consumer towards Amul milk
 To identify the consumer loyalty towards Amul milk
 To bridge in the gap/competition from various Amul’s competitors
 To understand how to develop consumer relation in services from Amul
account
7
CHAPTER-3
COMPANY PROFILE
8
MISSION: Dairy co-operative of Gujarat turnover of RS.27000
crores by the year 2020
VISION: Liberate our farmers from economic oppression and
lead them to prosperity.
SLOGAN: The Taste of India
LOGO:
LOCATION: Gujarat Co-operative Milk Marketing Federation
Ltd. .
AMUL Dairy Road, opp: Hotel Surabhi, Anand-388001, Gujarat India.
9
LIST OF COMPETITORS:
Competitors as well as loose vendors
10
Gujarat Cooperative Milk Marketing Federation Ltd.
(GCMMF), is India's largest food product marketing organization with
annual turnover (2016-17) Rs 27,043 crore. Its daily milk procurement is approx.
13 million lit (peak period) per day from approx. 14.85 million lit per day from
18,536 village milk cooperative societies, 17 member unions covering 24
districts, and 3.18 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly
known as 'AMUL', which aims to provide remunerative returns to the farmers
and also serve the interest of consumers by providing quality products which are
good value for money. Its success has not only been emulated in India but serves
as a model for rest of the World. It is exclusive marketing organization of 'Amul'
and 'Sagar' branded products. It operates through 47 Sales Offices and has a
dealer network of 5000 dealers and 10 lakh retailers, one of the largest
such networks in India. Its product range comprises milk, milk powder, health
beverages, ghee, butter, cheese, Pizza cheese, Ice-cream Paneer, chocolates, and
traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded
a "Trading House" status. Many of their products are available in USA, Gulf
Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA (The Agricultural and Processed Food Products Export
Development Authority) Award from Government of India for Excellence in
Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has
been awarded "Golden Trophy' for its outstanding export performance and
contribution in dairy products sector by APEDA.
11
For its consistent adherence to quality, consumer focus and dependability,
GCMMF has received numerous awards and accolades over the years. It
received the Rajiv Gandhi National Quality Awardin1999inBestofAllCategory.In
2002 GCMMF bagged India's Most Respected Company Award instituted by Business
World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality
Award - 2003 for adopting noteworthy quality management practices for
logistics and procurement. GCMMF is the first and only Indian organization to
win topmost International Dairy Federation Marketing Award for probiotic ice
cream launch in 2007.
GCMMF - An Overview
Year Of Establishment 1973
Members 18 District Cooperative Milk Producers
Union
No. of Producer Members 3.6 Million
No. of Village Societies 18,545
Total Milk handling capacity per day 28 Million litres per day
Milk collection (2015-16) 6.2 billion litres
Milk collection (Daily Average 2015-16) 16.97 million litres
Cattle feed manufacturing Capacity 7800 mts. Per day
Sales Turnover (2016-17) Rs. 27043 crores (US $ 3.5 billion)
The Amul brand is not only a product, but also a movement. It is in one way,
the representation of the economic freedom of farmers. It has given farmers the
courage to dream. Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong
Kong and a few South African countries. Its bid to enter Japanese market in 1994
did not succeed, but it plans to venture again. Its bid to enter Japanese market in
1994 did not succeed, but it plans to venture again.
12
GCMMF offices.
13
Table 1 - Financial Structure
Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29925 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 16680 2500
2012-13 137350 2540
2013-14 181434 3024
2014-15 207330 3410
2015-16 229720 3500
2016-17 270850 4100
The Gujarat Cooperative Milk Marketing Federation (GCMMF) has crossed
a sales turnover of Rs 25,000 crore for financial year 2016-17. It clocked 11 per
cent growth compared to the previous fiscal when the turnover stood at Rs
270850 crore
14
Growth Propositions
Gujarat Co-operative Milk Marketing Federation Ltd., which markets the
popular Amul brand of milk and dairy products, has registered a provisional
turnover of Rs. 23,005 crores for the financial year 2015-16 which ended on 31st
March. This is 11% higher than last financial year's sales turnover of Rs 20733
crores. The entire sales turnover growth has come because of volume. Turnover
of GCMMF has increased by 187% during last six years. The provisional
unduplicated group turnover of member unions of Amul group has crossed Rs.
33,000 crores which is also higher by 14% compare to last financial year. It may
be noted that GCMMF has planned to achieve sales turnover of Rs. 30,000 crores
by 2017-18. GCMMF has been achieving a value growth of more than 20% since
last six years because of higher milk procurement, continuous expansion in terms
of adding new markets, launching of new products and adding new milk
processing capacities across India. In order to reach interior markets, GCMMF
has started twelve new branches in India during last three years.
15
Turn Over Of GCMMF
Graph – 1. Turnover of GCMMF
The 17 member Unions of GCMMF with farmer member strength of more
than 36 lakhs across 18,600 villages of Gujarat are procuring on an average 180
Lakhs liters of milk per day. Because of better milk procurement prices paid by
member unions of GCMMF, milk procurement by member unions has increased
by 91% during last six years. GCMMF ranks among the top 15 dairy companies
in world in terms of milk processing.
In order to meet milk and milk product demand in major metros of India, the
member unions of GCMMF have started creating their own milk processing
plants in states of Haryana, Uttar Pradesh, Maharashtra, Madhya Pradesh, West
Bengal and Rajasthan. The Member Unions of GCMMF have also started milk
16
procurement from other states so that milk producer members of these states also
benefit from “Amul Model. Shri Jethabhai Patel, Chairman, GCMMF,
emphasized the fact that mantra of rapid expansion has clearly yielded rich
dividends for GCMMF. “Based on estimated growth in market demand for Amul
products and our future marketing efforts, we anticipate at least 20% CAGR
growth in the business of GCMMF during the next five years. The Chairman
added that Amul plans to enhance its milk processing capacity from the current
level of 281 lakh litres per day to 380 lakh litres per day in the next five years.
Graph – 2. Total milk procurement by GCMMF
Shri Jethabhai Patel, Chairman, GCMMF, emphasized that the mantra of
rapid expansion has clearly yielded rich dividends for GCMMF. The company
anticipates 20% CAGR growth in the business of GCMMF during the next five
years. Amul plans to enhance its milk processing capacity from the current level
of 281 lakh litres per day to 380 lakh litres per day in the next five years.
17
Further he also added that globally prices of milk and dairy commodities
have reduced by half however farmers of Gujarat are continuously getting higher
prices of their milk products. He further informed that in New Zealand farmers
were getting around Rs. 51.5 per liter of milk during 2013-14 which is reduced
to Rs. 21.7 per liter during 2015-16. On the other hand, farmers of Gujarat are
getting 8-10% higher price of milk every year. On behalf of 36 lakhs milk
producer members of Gujarat, Shri Jethabhai Patel has conveyed his sincere
gratitude to Government of Gujarat and Government of India for their continues
and timely support for various scheme related to producers. Shri R S Sodhi,
Managing Director, GCMMF said that “We have achieved volume sales growth
in all product categories. Pouch milk which is highest turnover products has
shown volume growth in double digit. He also added that majority of our
products like butter, ghee, Ice Cream, UHT milk, flavored milk, Paneer and fresh
cream has shown double digit growth. He added that every year, we are getting
better results because of strong foundation laid and value system created by our
founder chairman, late Dr. V Kurien and selfless and visionary leadership of late
Shri Tribhuvandas Patel and late Shri Motibhai Chaudhary. It is important to
note that GCMMF passes on 80-85% of consumer rupee back to milk producer
members thus by encouraging them to produce more milk.
18
Future Plans
R S Sodhi, Managing Director of GCMMF.
RS Sodhi, managing director, GCMMF, said, "We plan to touch Rs 50,000
crore turnover by 2020. We are investing around Rs 5,000 crore in setting up ten
new plants as well as expand capacity at our existing plants. Our current
processing capacity is around 23 million lpd, we aim to take it up to 32 million
lpd by 2020."
Of the new plants planned, that would come up within the next two to three
years, two would be in Delhi, three in Uttar Pradesh, one each in Kolkata and
Maharashtra and the rest in Gujarat. GCMMF at present has over 50 processing
19
plants across the country.
It is currently procuring 19 million lpd for processing paying an average
price of Rs 550-580 per kg fat. With the new plants coming on stream,
procurement is expected to rise to 25 million lpd by 2020, Sodhi said.
India’s organised sector only constitutes 20 per cent of the Rs 4 lakh crore
market size for dairy products in the country.
Amul Plans Rs.5,000 Crore Investment, To Set Up 10 New Plants.
20
Industrial Recognitions
AWARDS
NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS
1985-86, 1986-87,1991-92,1992-93,1993-94,1994-95,1995-96,1996-97,1998-
99
Presented for Best Productivity Performance in Dairy Development and
Production in Co-operative sector by Shri G.S. Dhillion, Union Minister of
Agriculture to Amul Dairy, Kaira District Co-operative Milk Producers Union
Limited, Anand (Gujarat) New Delhi 22nd April, 1987.
INDIAN MERCHANTS' CHAMBER BOMBAY 1988
A
AWARD for Outstanding Performance in the field of R&D of Food Processing
Industries Based on Agricultural Products awarded to Kaira District Co-
operative Milk Producers Union Limited, Anand (Shri Mathurdas Vissanji
Endowment) 1998.
21
INDIAN CO-OPERATIVE CENTENARY CELEBRATION: SHAKARI
VIKAS RATNA AWARD – 2004
On the occasion of 100 years the Co-operative Movement in Gujarat - we are
proud to award "shakari vikas ratna award" to Amul Dairy – Kheda District Co-
operative Milk Producers' Union Ltd, Anand, Gujarat State Co-operative Union,
Ahmedabad, 23rd Apr 2005.
NATIONAL ENERGY CONSERVATION AWARD 2009.
Sponsored by Aaj Tak – TV Today Network, India Today Group for striving
towards inclusive & sustainable development with a "society centered" purpose
for Amul's Total Sanitation Campaign.
22
CII NATIONAL AWARD FOR FOOD SAFETY 2013
Amul Dairy received CII National Award for Food Safety 2013 for its
Outstanding Performance in the Dairy Sector Manufacturing, Large Food
Business Category APEDA EXPORT AWARD 2011-12
Amul Dairy, Anand received APEDA Export Award for the year 2011-12 for
its outstanding contribution in the export of Dairy products across the globe.
‘Silver Trophy’ & a Citation was presented at the 21st Annual APEDA Award
function in New Delhi on 26th Nov 2014
23
Amul meant different things to different people :
To a Milk Producer … A life enriching experience
To a Consumer … Assurance of having wholesome milk
To a Mother … A reliable source of nourishment for her child
To the Country … Rural Development and Self Reliance
24
Amul Gold
Different milk offering from Amul –
Amul Taaza
Product name – Amul Taaza
Description – Pasteurized Milk Amul
milk meets the PFA standards for the
respective type of milk
Packing – Poly Pack: 200ml, 500ml,
1000ml, 6 Ltr (in selected market only)
Shelf life – 48 hours from the date of
packing if kept under refrigeration
below 8 degree C
Product name – Amul Gold
Description – Pasteurized milk Amul
milk meets the required standards for
the respective type of milk
Packing – Poly Pack: 200ml, 500ml,
1000ml, 6 Ltr (in selected market only)
Shelf life – 48 hours from the date of
packing if kept under refrigeration
below 8 degree C
25
Amul Cow Milk
.
Product name – Amul Cow Milk
Description – Pasteurized Cow milk
Amul milk meets the FSSAI standards for
the respective type of milk
Packing – Poly Pack: 200ml, 500ml,
1000ml, 6 Ltr (in selected market only)
Shelf life – 48 hours from the date of
packing if kept under refrigeration below
8 degree C
26
“SWOT” Analysis of Amul milk---
STRENGTH
1. Strong distribution network in milk.
2. India’s major giant player in dairy products with strong supply chain network.
3. Rural Presence.
4. High-quality products sold at reasonable prices.
WEAKNESS
1. Strong dependency on weak infra-structure & complete dependency on
villages for its raw material supply.
2. Cost of operation is high.
3. Weak distributors service channel to retailers (in some areas).
4. Low profit margin to retailers. As competitors are providing more schemes
and margins to retailers.
27
OPPORTUNITIES
1. Areas can be targeted to cover Retailers look for convenience and margin.
2. Make use of internet for distribution of its product.
3. Vast Product line can gain the trust of the consumers.
THREAT
1. Most of the consumers depend upon what a retailer gives them. This can be a
threat because competitors provide more margins to retailers and retailers
preferred them when it comes to selling.
2. Growing price of milk and milk products.
3. Competition from other local as well global counterparts.
4. Tendency of people to buy from milk farm directly for freshness.
28
ORGANISATION CHART
a) Divison by functions
29
a) Division by Products –
b) Division by Geography –
30
Matrix structure - Combination of all these and it uses a matrix
organization structure
31
CHAPTER 4
THEORETICAL BACKGROUND
32
THEORETICAL BACKGROUND OF
CONSUMER SATISFACTION
• Consumer satisfaction is a marketing term that measures how products or
services supplied by a company meet or surpass a consumer's expectation.
• Consumer satisfaction is important because it provides marketers and
business owners with a metric that they can use to manage and improve their
businesses.
• Consumer satisfaction provides a leading indicator of consumer purchase
Intentions and loyalty .Consumer satisfaction data are among the most frequently
collected indicators of market perceptions
• Organizations need to retain existing consumers while targeting non-
consumers. Measuring consumer satisfaction provides an indication of how
successful the organization is at providing products and/or services to the
marketplace.
33
A number of theoretical approaches have been utilized to explain the relationship
between disconfirmation and satisfaction.
1) Many theories have been used to understand the process through which
consumers form satisfaction judgments. The theories can be broadly classified
under three groups: Expectancy disconfirmation, Equity, and Attribution. Still
again there are a number of theories surrounding the satisfaction and service
paradigm.
2) The expectancy disconfirmation theory suggests that consumers form
satisfaction judgments by evaluating actual product/service. Four psychological
theories were identified by Anderson that can be used to explain the impact of
expectancy or satisfaction: Assimilation, Contrast, Generalised Negativity, and
Assimilation-Contrast.
1. MEASUREMENT OF SATISFACTION - Some of the theories are
discussed in this chapter. The heart of the satisfaction process is the
comparison of what was expected with the product or service’s
performance – this process has traditionally been described as the
‘confirmation / disconfirmation’ process.4 First, consumers would form
expectations prior to purchasing a product or service. Second,
consumption of or experience with the product or service produces a level
of perceived quality that is influenced by expectations.5 If perceived
performance is only slightly less than expected performance, assimilation
will occur, perceived performance will be adjusted upward to equal
expectations.
34
2. VARIOUS THEORIES OF CONSUMER SATISFACTION
Consistency theories suggest that when the expectations and the actual
product performance do not match the consumer will feel some degree of
tension. In order to relieve this tension the consumer will make adjustments
either in expectations or in the perceptions of the product’s actual
performance. Four theoretical approaches have been advanced under the
umbrella of consistency theory:
(1) Assimilation theory,
(2) Contrast theory,
(3) Assimilation-Contrast theory,
(4) Negativity theory.
(1) Assimilation Theory
Assimilation theory is based on Festinger’s dissonance theory. Dissonance
theory posits that consumers make some kind of cognitive comparison between
expectations about the product and the perceived product performance
(2) Contrast Theory
Contrast theory was first introduced by Hovland, Harvey and Sherif. Dawes et
al define contrast theory as the tendency to magnify the discrepancy between
one’s own attitudes and the attitudes represented by opinion statements
35
(3) Assimilation-Contrast Theory
Assimilation-contrast theory was introduced by Anderson in the context of
post-exposure product performance based on Sherif and Hovland’s discussion
of assimilation and contrast effect. Assimilation-contrast theory suggests that
if performance is within a consumer’s latitude (range) of acceptance, even
though it may fall short of expectation, the discrepancy will be disregarded –
assimilation will operate and the performance will be deemed as acceptable
(4) Negativity Theory
This theory developed by Carlsmith and Aronson suggests that any
discrepancy of performance from expectations will disrupt the individual,
producing ‘negative energy’. Negative theory has its foundations in the
disconfirmation process. Negative theory states that when expectations are
strongly held, consumers will respond negatively to any disconfirmation.
“Accordingly dissatisfaction will occur if perceived performance is less than
expectations or if perceived performance exceeds expectations.
36
Consumer satisfaction diagram
37
CHAPTER 5
RESEARCH METHODOLOGY
38
RESEARCH METHODOLOGY-
TITLE OF THE RESEARCH STUDY:
“TO STUDY THE CONSUMER SATISFACTION FOR AMUL MILK
IN NASHIK REGION”
DURATION OF THE RESEARCH STUDY:
This study was carried out for duration of 2 month.
DEFINITION OF RESEARCH METHODOLOGY:
Research is a careful, systematic and objective investigation conducted to obtain
valid facts, draw conclusions and established principles regarding an identifiable
problem in some field of knowledge.
STAGE 1 – Gathering information and inputs to frame the necessary questions
for the survey.
STAGE 2 – Collecting data using the survey method, by getting the sample
employees fill the questionnaire.
STAGE 3 – Analyzing and interpreting the primary data collected from the
survey responses
Research design: The research design used is descriptive and the information
collected through personal interaction and observation and analyzing the result.
39
DIFFERENT METHODS OF DATA SOURCES
1. PRIMARY DATA
Primary Data is the information collected during the course of an experiment
through the –
 Questionnaire method
 It can also be obtained through, Observations
 Survey interviews - direct communication with the consumers by
performing surveys or descriptive research.
Definition of primary data
Primary Data is that data which is collected fresh and for the first time. It is also
called basic data or original data.
Primary Data is also defined as, “the data, researcher collects to address the
specific problem at hand – the research questions”.
Primary sources mean original works of research or raw data without
interpretation or pronouncements that represent an official opinion or position.
Primary sources include, memos, letters, complete interviews or speeches, law,
regulations, court decisions and government data including, census, economic
and labour data as the most authoritative of all sources.
40
METHODS OF COLLECTING PRIMARY DATA
Observation method:
Definition:
Observation means viewing or seeing. We go on observing something or other
while we are awake. Most of such observations are just casual and have no
specific purpose. But observation as a method of data collection is different from
such casual viewing.
Interview method:
Definition:
A somewhat formal discussion between a hirer and an applicant or candidate
typically in person , in which information is exchanged, with the intention of
establishing the applicant’s suitability for a position
41
2. SECONDARY DATA
There are various methods of data gathering which involves the use of specific
recording forms. These are called tools or instruments of data collection.
During the course of conducting research, a researcher has to collect the data
through adopting one or the other method.
Definition of Secondary Data:
Secondary data pertains to those data that is already available on websites,
magzines,books etc. Also, it is that data, which has been used previously for
some research and is now in use for second time. In short, the data presented in
research reports when used again for further research is called “Secondary Data”.
SOURCES OF SECONDARY DATA:
 Websites
 Books
 Magzines
 Brochures etc.
Sample unit:-respondents who buy milk in nashik
Sample size:-100 respondents
Method of research:–An observational study. Probability sampling is more
reliable. It is more time and money consuming. The sample size of consumers
surveyed was 100 respondents. The areas covered by the researcher was, Pandit
colony, Racca colony, Canada corner, Gangapur road, Indira nagar, Ravivar
karanja, Tidke colony etc.
42
Scope of the study:
Study just takes into account the Nashik region and hence the inferences are drawn
based on the sample which represents these consumers.
Limitation of the study:
1. The sample which was collected does not resemble the whole universe so the
conclusion drawn may not be taken.
2. Respondent opinions can be biased
3. Respondents can link his /her personal liking /disliking towards toward his
company while filling up the form
4. As questionnaire has limited questions there may be some factors which may
get missed out
5. Due existence of time & cost constraint. The study restricted to only 100
samples.
43
CHAPTER – 6
DATA ANALYSIS
AND INTERPRETATION
44
1. Data Analysis and Interpretation of Consumers
Q.1) Are you aware of Amul milk?
1. Yes 2. No
Interpretation:-
In this pie chart 85% are aware of the AMUL milk and 15% are unaware of
AMUL milk. Out if the 100 respondent we see that 15% survey opinion will not
be validated as they never use the Amul milk. Also it represent that these 15%
consumes some other milk product brands.
Yes No
No. Respondents 85 15
% of targeted Respondents 85% 15%
85%
15%0%0%
Sales
yes
No
45
Q.2) Do you purchase Amul milk?
1. Yes 2.No
Interpretation:-
Form the above data we understand that out of 85 respondents aware about
AMUL Milk about 69% purchase it and 31% do not. It means that the awareness
don’t make them purchase Amul milk they still don’t know the brand traits.
69%
31%
yes 69%
no31%
Yes NO
No of respondents 59 26
% of targeted respondents 69% 31%
46
Q.3) If no, then which brand do you prefer? (31respondents)
1) mother dairy 2) Vikas 3) Godavari 4) Rajhans
MOTHER
DAIRY
VIKAS GODAVARI RAJHANS
No.of respondents 02 10 08 11
%targeted respondents 06% 32% 28% 34%
Interpretation:-
31% of them if don’t purchase Amul they go for the above said brand.
From this data we can interpret that the major market share is captured by rajhans
followed by vikas. These could be offering something which may serve a greater
value to the consumer other than what Amul serves.
6%
32%
28%
34%
Sales
motherdairy
vikas
godavari
rajhans
47
Q. 4) How much quantity of milk do you buy daily? (69 respondents)
1)500 ml. 2)1 ltr.
3) 2 ltr. 4)6 ltr.
Interpretation:-
Respondents purchasing Amul milk prefer it in the quantity such as maximum
go for half litre packs followed by 1 litre packs.
58%23%
10%
9%
Sales
0.5ltr.
1 ltr
2ltr
6ltr
500ml 1ltr 2ltr. 6ltr.
No. of respondents 34 14 6 5
% targeted respondent 58% 23% 10% 09%
48
Q. 5 How frequently do you buy Amul milk?
1) Daily 2) As per required
Daily As per requirement
No. of Respondent 53 32
% of Targeted respondent 62% 38%
Interpretation:-
About 62% of respondents aware about Amul Milk prefer to purchase it on daily
basis. There are considerably good amount of respondent who likes to purchase
Amul milk.
62%
38%
0%0%
Sales
daily
as per required
49
Q.6) Which type of Amul milk do you purchase?
1)Amul gold 2)Amul tazza
3)Amul cow milk
Amul gold AMUL tazza Amul cow milk
No. of Retailers 24 19 16
% of Targeted respondent 40.57% 33.33% 26.08%
Interpretation:-
Out of 69 respondents purchasing Amul Milk 41% prefer Amul Tazza, 33%
prefer Amul Gold and 26% Amul Cow Milk. Amul gold is purchase maximum
because of its quality and yet it is economical is what it can be inferred.
33%
41%
26%
0%
Sales
Amul tazza
Amulgold
Amul cow milk
50
Q. 7) Which factor do you prefer while buying of Amul milk?
1) Price 2) quality 3) packaging
Price Quality Packaging
No. Respondents 19 28 12
% of targeted respondent 33.33% 47.37% 20.28%
Interpretation:-
Respondents purchasing Amul Milk prefer it majorly for its quality followed by
price and least preferred for its packaging. It shows that the consumers are
quality driven! Even though the packaging of the milk is not that attractive,
consumer simply picks it up due to its quality in product which is the biggest
plus for the Amul milk. Price could serve as secondary factor as costumer to get
happy with the product doesn’t pinch their pockets!
33%
47%
20%
0%
Sales
PRICE
QUALITY
PACKAGING
51
Q. 8) Is the Amul milk conveniently available?
1) Yes 2) No
3) Rarely 4) Never
Yes No Rarely Never
No. Respondents 55 09 11 10
% of targeted respondent 65.21% 11.59% 13.04% 10.14%
Interpretation:-
The availability of Amul by consumers imply that it is available to 65% of
respondents whereas rarely available to 13% of respondents. It is inferred that its
high availability in outlets/retailers shows that they have a very strong
distribution channels.
65%
12%
13%
10%
Sales
yes
No
rerely
never
52
Q. 9) Are you satisfied with Amul milk?
1) Highly satisfied 2) satisfied
3) Dissatisfied 4) natural
Interpretation:-
51% of total respondents are highly satisfied by Amul Milk whereas 23% are
satisfied followed by 17% having neutral preference. Consumers are happy and
look to be loyal with the Amul brand. There are still 17% with the opinion of
neutral which shows the vagueness of the brand in masses.
51%
23%
9%
17%
Sales
highly satisfied
satisfied
Dissatisfied
nutual
Highly
satisfied
satisfied Dissatisfied Neutral
No. Respondents 42 19 9 15
% of targeted respondent 50.72 23.18 08.69 17.39
53
Q. 10) Would you suggest Amul milk to other consumers?
1) Yes 2) No
3) When asked 4) Rarely
Yes No When asked Rarely
No. Respondents 35 18 15 17
% of targeted respondent 42.02% 21.73% 18.84% 17.39%
Interpretation:-
42% of respondents would be happy to suggest Amul Milk to others where 19%
of them would suggest them when asked. It means that the quality of milk is so
high that the advertisement goes mouth to mouth and hence the consumers gets
multiplied.
42%
22%
19%
17%
Sales
yes
no
when asked
rarely
54
CHAPTER - 7
FINDINGS
55
FINDINGS
 Amul Milk is a well-known brand in the market that holds a good image
in market. This is visible because out of 100 respondent in survey, 85 has
its awareness.
 69% of the audience surveyed in Nasik who have the awareness of Amul
as a product for packed milk (85 of the respondent) prefer to purchase it
than any other available milk suppliers.
 It also implies from the above that 59 respondent out of 85 purchase
Amul milk which shows their interest in Amul as a brand.
 There is little competition though in Nasik from the Loose milk
distributors in the market. This could be mainly because the people
psychology to buy fresh milk from their vicinity area of residency.
 It is concluded from the survey that Vikas and Rajhans are the major
brands preferred by respondents rather than Amul Milk.
 Amul Milk is mostly preferred for its quality which makes the price stand
second over quality and this is visible when the audience showed their
inclination towards quality (47% of the targeted audience)
 Nasik consumer audiences are quite satisfied with the Amul milk and
they will still show the brand loyalty, they will also refer this brand to
others.
 There is need of awareness in the market as there are people with neutral
response and it shows that they are not much aware of the brand.
56
CHAPTER - 8
CONCLUSIONS
57
CONCLUSIONS
Amul Milk can capture the market at quite an extent due to its brand image.
It has the quality worth its price and consumer will be satisfied with the offering.
Amul Milk is a trusted brand which helps it to increase its sales. To maintain
long term relation with consumer. Amul should concentrate on distribution and
somewhere it is not freely available.
It should also create and awareness among masses by advertising in the city
like Nasik and especially outskirts of Nasik.At the same time it should be at pace
with the other vendors to keep up that position and consumer satisfaction by
introducing more product lines. The survey sample showed quite positive
response and it is inferred that Amul would be the future of many!!
58
CHAPTER - 9
SUGGESTIONS/ RECOMMENDATIONS
59
SUGGESTIONS/ RECOMMENDATIONS
 Amul should concentrate on awareness of Amul Milk products to increase
sales.
 Amul Milk lacks behind in the availability of milk to the respondents, thus
it should improve its distribution channel.
 Amul should focus on taking over the market of loose milk sellers, as they
are completing with them in terms of loose milk attribute they offer.
Also loose vendors are preferred more due to their vicinity with the
residents.
 Amul must distribute free samples for promoting in the outskirts or rural
areas of Nashik.
60
ANNEXTURES
Questionnaire
Q.1) Are you aware of Amul milk?
1. Yes 2. No
Q.2) Do you purchase Amul milk?
1. Yes 2.No
Q.3) If no, then which brand do you prefer? (31respondents)
1) Mother dairy 2)vikas 3) Godavari 4)Rajhans
Q. 4) How much quantity of milk do you buy daily? (69 respondents)
1)500 ml. 2)1 ltr.
3)2 ltr. 4)6 ltr.
Q. 5) How frequently do you buy Amul milk?
1) Daily 2) As per required
Q.6) Which type of Amul milk do you purchase?
61
1)Amul gold 2)Amul tazza
3)Amul cow milk
Q.7) Which factor do you prefer while buying of Amul milk?
1) Price 2) quality 3) packaging
Q.8) Is the Amul milk conveniently available?
1) Yes 2) No
3) Rarely 4) Never
Q. 9) Are you satisfied with Amul milk?
1) Highly satisfied 2) satisfied
3) Dissatisfied 4) neutral
10) Would you suggest Amul milk to other consumers?
1) Yes 2) No
3) When asked 4) Rarely
62
PHOTOGRAPHS
63
64
65
66
Bibliography
Books:
 Marketing Management by Philip Kotler and Kevin Lane Keller
Edition 14 – 2016,
Publisher - Pearson’s
Websites:
 www.Amul.Com
 http://www.indiandairy.com/
 http://www.amul.com/m/organisation
 Wikipedia
 http://www.amul.com/m/brands
67

More Related Content

What's hot

Amul Project by Durgesh Sharma ( ICEM )
Amul Project by Durgesh Sharma ( ICEM )Amul Project by Durgesh Sharma ( ICEM )
Amul Project by Durgesh Sharma ( ICEM )thomassujith96
 
Project "Amul- The Taste Of India"
Project "Amul- The Taste Of India"Project "Amul- The Taste Of India"
Project "Amul- The Taste Of India"Prathamesh Narkar
 
Consumer perception towards amul ppt
Consumer perception towards  amul pptConsumer perception towards  amul ppt
Consumer perception towards amul pptsushantg29
 
356735684 amul-hrm
356735684 amul-hrm356735684 amul-hrm
356735684 amul-hrmbebo143
 
AMUL PROJECT - BUSSINESS STUDIES
AMUL PROJECT - BUSSINESS STUDIESAMUL PROJECT - BUSSINESS STUDIES
AMUL PROJECT - BUSSINESS STUDIESKaran Goyal
 
Amul distribution network
Amul distribution networkAmul distribution network
Amul distribution networkYaswant Singh
 
Value chain of amul
Value chain of amulValue chain of amul
Value chain of amulShivani Kela
 
Kushagra Shukla BBA 2010-13
Kushagra Shukla BBA 2010-13Kushagra Shukla BBA 2010-13
Kushagra Shukla BBA 2010-13Kushagra Shukla
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULRAJAT GARG
 

What's hot (20)

Amul
AmulAmul
Amul
 
Amul Project by Durgesh Sharma ( ICEM )
Amul Project by Durgesh Sharma ( ICEM )Amul Project by Durgesh Sharma ( ICEM )
Amul Project by Durgesh Sharma ( ICEM )
 
Amul final pdf
Amul final pdfAmul final pdf
Amul final pdf
 
Amul_FinalReport_PDF
Amul_FinalReport_PDFAmul_FinalReport_PDF
Amul_FinalReport_PDF
 
Project "Amul- The Taste Of India"
Project "Amul- The Taste Of India"Project "Amul- The Taste Of India"
Project "Amul- The Taste Of India"
 
Amul brand ppt
Amul brand pptAmul brand ppt
Amul brand ppt
 
PROJECT AMUL
PROJECT AMULPROJECT AMUL
PROJECT AMUL
 
MBA -Project Study Report
MBA -Project Study Report MBA -Project Study Report
MBA -Project Study Report
 
Amul presentation
Amul presentationAmul presentation
Amul presentation
 
Amul
AmulAmul
Amul
 
Project Report on AMUL
Project Report on AMULProject Report on AMUL
Project Report on AMUL
 
Amul sudarshan
Amul sudarshanAmul sudarshan
Amul sudarshan
 
Consumer perception towards amul ppt
Consumer perception towards  amul pptConsumer perception towards  amul ppt
Consumer perception towards amul ppt
 
356735684 amul-hrm
356735684 amul-hrm356735684 amul-hrm
356735684 amul-hrm
 
Amul SIP Project
Amul SIP ProjectAmul SIP Project
Amul SIP Project
 
AMUL PROJECT - BUSSINESS STUDIES
AMUL PROJECT - BUSSINESS STUDIESAMUL PROJECT - BUSSINESS STUDIES
AMUL PROJECT - BUSSINESS STUDIES
 
Amul distribution network
Amul distribution networkAmul distribution network
Amul distribution network
 
Value chain of amul
Value chain of amulValue chain of amul
Value chain of amul
 
Kushagra Shukla BBA 2010-13
Kushagra Shukla BBA 2010-13Kushagra Shukla BBA 2010-13
Kushagra Shukla BBA 2010-13
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMUL
 

Similar to To Study the Consumer satifaction for Amul Milk in Nashk Region

Make-up Project of S&D
Make-up Project of S&DMake-up Project of S&D
Make-up Project of S&DSudhir Gautam
 
Summer internship project - Retailer satisfaction level regarding dairy produ...
Summer internship project - Retailer satisfaction level regarding dairy produ...Summer internship project - Retailer satisfaction level regarding dairy produ...
Summer internship project - Retailer satisfaction level regarding dairy produ...Harshit Soni
 
67892460-Verka-Project-for-Mba.docx
67892460-Verka-Project-for-Mba.docx67892460-Verka-Project-for-Mba.docx
67892460-Verka-Project-for-Mba.docxPayalSharma713764
 
Market penetration of amul beverage range products by dhruvil shah
Market penetration of amul beverage range products by dhruvil shahMarket penetration of amul beverage range products by dhruvil shah
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
 
Mohita Mudgal BBA 3rd Year
Mohita Mudgal BBA 3rd YearMohita Mudgal BBA 3rd Year
Mohita Mudgal BBA 3rd YearDezyneecole
 
Amul Icecream Report
Amul Icecream ReportAmul Icecream Report
Amul Icecream ReportScott Donald
 
Internship Project report on Mother Dairy
Internship Project report on Mother DairyInternship Project report on Mother Dairy
Internship Project report on Mother DairyRohit Vikramaditya
 
Blackbook Vijay mirgule
Blackbook Vijay mirguleBlackbook Vijay mirgule
Blackbook Vijay mirguleVijay Mirgule
 
Arpita Gupta BBA 3rd Year
Arpita Gupta BBA 3rd YearArpita Gupta BBA 3rd Year
Arpita Gupta BBA 3rd YearDezyneecole
 
Project report. amul
Project report. amulProject report. amul
Project report. amulChunna Jha
 
Study on the penetration of amul kool milk
Study on the penetration of amul kool milkStudy on the penetration of amul kool milk
Study on the penetration of amul kool milkProjects Kart
 

Similar to To Study the Consumer satifaction for Amul Milk in Nashk Region (20)

Amul Report
Amul ReportAmul Report
Amul Report
 
Mother dairy calcutta
Mother dairy calcuttaMother dairy calcutta
Mother dairy calcutta
 
SIP REPORT OF AMUL.docx
SIP REPORT OF AMUL.docxSIP REPORT OF AMUL.docx
SIP REPORT OF AMUL.docx
 
Make-up Project of S&D
Make-up Project of S&DMake-up Project of S&D
Make-up Project of S&D
 
Summer internship project - Retailer satisfaction level regarding dairy produ...
Summer internship project - Retailer satisfaction level regarding dairy produ...Summer internship project - Retailer satisfaction level regarding dairy produ...
Summer internship project - Retailer satisfaction level regarding dairy produ...
 
67892460-Verka-Project-for-Mba.docx
67892460-Verka-Project-for-Mba.docx67892460-Verka-Project-for-Mba.docx
67892460-Verka-Project-for-Mba.docx
 
Market penetration of amul beverage range products by dhruvil shah
Market penetration of amul beverage range products by dhruvil shahMarket penetration of amul beverage range products by dhruvil shah
Market penetration of amul beverage range products by dhruvil shah
 
Mohita Mudgal BBA 3rd Year
Mohita Mudgal BBA 3rd YearMohita Mudgal BBA 3rd Year
Mohita Mudgal BBA 3rd Year
 
Sudha project(adITyaranjaN)
Sudha project(adITyaranjaN)Sudha project(adITyaranjaN)
Sudha project(adITyaranjaN)
 
Amul Icecream Report
Amul Icecream ReportAmul Icecream Report
Amul Icecream Report
 
PRIDE OF COWS
PRIDE OF COWSPRIDE OF COWS
PRIDE OF COWS
 
Internship Project report on Mother Dairy
Internship Project report on Mother DairyInternship Project report on Mother Dairy
Internship Project report on Mother Dairy
 
Britannia Project Report
Britannia Project Report Britannia Project Report
Britannia Project Report
 
Blackbook Vijay mirgule
Blackbook Vijay mirguleBlackbook Vijay mirgule
Blackbook Vijay mirgule
 
Arpita Gupta BBA 3rd Year
Arpita Gupta BBA 3rd YearArpita Gupta BBA 3rd Year
Arpita Gupta BBA 3rd Year
 
RUCHI MAM.docx
RUCHI MAM.docxRUCHI MAM.docx
RUCHI MAM.docx
 
Project report. amul
Project report. amulProject report. amul
Project report. amul
 
Study on the penetration of amul kool milk
Study on the penetration of amul kool milkStudy on the penetration of amul kool milk
Study on the penetration of amul kool milk
 
Fmcg mother dairy
Fmcg mother dairyFmcg mother dairy
Fmcg mother dairy
 
marketing products
marketing productsmarketing products
marketing products
 

Recently uploaded

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetaninfoobataborsi24
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 
Taprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsTaprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsJuan Pablo Ponce
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeFonacc Gadgets
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineSearch Engine Journal
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyainfoobataborsi24
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀Victoria Olsina
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Md najmul Islam
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintActionVictoria Gaitskell
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxIngridSelk
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruaninfoobataborsi24
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxChristabelTelewa1
 

Recently uploaded (20)

WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 
Taprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsTaprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cards
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily Life
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
 
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfGenerating Leads with Analyst Content Webinar Slides_SJN Final.pdf
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf
 
Killer Packaging | PrintAction
Killer Packaging | PrintActionKiller Packaging | PrintAction
Killer Packaging | PrintAction
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptxPersonal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di PasuruanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Pasuruan
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 

To Study the Consumer satifaction for Amul Milk in Nashk Region

  • 1. 1 A PROJECT REPORT ON TO STUDY THE CONSUMER SATISFACTION FOR AMUL MILK IN NASHIK REGION FOR GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION. SUBMITTED TO SAVITRIBAI PHULE PUNE UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF MASTER OF BUSINESS ADMINISTRATION (MBA) SUBMITTED BY MR.YASH MOHAN DESAI UNDER THE GUIDANCE OF ASST.PROF. JEEVAN AHIRE DEPARTMENT OF MANAGEMENT STUDIES SANDIP FOUNDATION'S SANDIP INSTITUTE OF TECHNOLOGY & RESEARCH CENTRE, NASHIK- 422213 2017-18
  • 2. 2 STUDENT’S DECLARATION I undersigned hereby declare that, the project entitled, “TO STUDY THE CONSUMER SATISFACTION FOR AMUL MILK IN NASHIK REGION FOR GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION ” is executed as per the course requirement of two year full time MBA program of Savitribai Phule Pune University. This report has not been submitted by me or any other person to any other University or Institution for a degree or diploma course. This is my own and original work. Place: Nashik Date:……… Yash Mohan Desai
  • 3. 3 ACKNOWLEDGEMENT A summer project is the golden opportunity for learning and self – development. I consider myself very lucky and honored to have so many wonderful people lead me through in completion of this project. I wish to express my indebted gratitude and special thanks to “Gujarat Co- operative Milk Marketing Federation Ltd.”& all the staff members especially my guide and mentor Mr. Sameer Shinkar in spite of their busy schedule took time to hear guide and keep me on the correct path and allowing me to carry out my project work. I express my gratitude to Sandip Institute of technology and Research Centre Dept. of MBA for giving me this opportunity, I am also thankful to our HOD Prof. (Dr.) Rakesh Patil sir, deepest thanks to college guide Prof. Jeevan Ahire sir for his guidance and support. He supports me by helping me to understand different methods of collection about the project and the company. He helped me whenever I needed and he gave me the right direction towards completion of project. Signature of the Student
  • 4. 4 CONTENTS Chapter no. TITLE Page no. COLLEGE CERTIFICATE I COMPANY CERTIFICATE II STUDENT’S DECLARATION III ACKNOWLEDGEMENT IV I Executive Summary 2 II Objectives of the Study 5 III Company Profile 7 IV Theoretical Background 31 V Research Methodology 37 VI Data Analysis and Interpretation 43 VII Findings 54 VIII Conclusions 56 IX Suggestions / Recommendations 58 ANNEXURE 60 BIBLIOGRAPHY 66
  • 5. 5 LIST OF GRAPHS Sr. No. Graph No. Title of Graph Page No. 1 1 Turn Over Of GCMMF 15 2 2 Total milk procurement by GCMMF 16 LIST OF TABLES Sr. No. Table No. Title of Table Page No. 1 1 Financial Structure 13 LIST OF FIGURES Sr. No. Figure No. Title of Figure/Pie charts Page No. 1 1 Q.1) Are you aware of Amul milk? 44 2 2 Q.2) Do you purchase Amul milk? 45 3 3 Q.3) If no, then which brand do you prefer? (31respondents) 46 4 4 Q.4) How much quantity of milk do you buy daily? (69 respondents) 47 5 5 Q.5) How frequently do you buy Amul milk? 48 6 6 Q.6) Which type of Amul milk do you purchase? 49 7 7 Q.7) Which factor do you prefer while buying of Amul milk? 50 8 8 Q.8) Is the Amul milk conveniently available? 51 9 9 Q.9) Are you satisfied with Amul milk? 52 10 10 Q.10) Would you suggest Amul milk to other consumers? 53
  • 6. 6 LIST OF ABBREVIATION Sr. No. Abbreviation Full Form of Abbreviation 1 GCMMF Gujarat Cooperative Milk Marketing Federation Ltd 2 HoReCa Hotel/Restaurant/Café 3 APEDA The Agricultural and Processed Food Products Export Development Authority
  • 8. 3 Executive Summary The project title was “To study the consumer satisfaction for Amul milk in Nashik region.” The entire Summer Internship was divided into three phases which included Market research to understand information about Competitors; Business development of fresh products and evaluating the business potential of the HORECA segment. In the beginning of the study first task was to study about the sector, companies through secondary sources like online articles, company website, projects related to Amul. After then the steps taken are as follow: To understand number of competitors in the market, a survey was conducted. Every day One beat was targeted and minimum 25 outlets. And to follow or collect data from loose milk suppliers the market starts at 6.30 am daily. This survey includes data collected from 739 retailers, in which it was found that Godavari, Thorat, Rajhans and Loose milk were the major competitors of Amul. In loose milk Khatib dairy was dominant in Nashik. There were few brands which were dominant in particular area. Brand like Atul was more popular in area like cidco and Indira nagar. It was the most preferred brand in those areas. Atul was the only brand which was sold in pouch as well as loose.
  • 9. 4 Market survey includes:- 1) Retail Stores 2) Raw milk Suppliers 3) HoReCa 4) Tea Stalls An exploratory survey was conducted for each retailer and consumers, drawing a basic questionnaire. This helps in understanding the retailers’ expectation from company and various factors affecting the buying decision of Amul milk and Pouch Dahi. Through this it was found that Godavari was the leading brand in Milk. After research, sales activity was done for business development. For this activity a strategy was made, to target new consumers, for eg. If it’s a tea vendor or hotels or loose milk suppliers. To enhance business meeting was conducted with tea vendors, retailers, loose milk suppliers as well as hotel managers. Same steps were followed for this activity also, every day one beat. Most of the hotels were using loose milk and due to good relation with their vendors they were avoiding AMUL’s offers. Most of the tea vendors were interested in using Amul as they were getting it at cheaper rate. Raw milk supplier were targeted because most of them where having shortage of milk so they can use Amul milk. Researcher have done their summer internship project in 2 month
  • 11. 6 OBJECTIVES  To study the perception of consumer towards Amul milk  To identify the consumer loyalty towards Amul milk  To bridge in the gap/competition from various Amul’s competitors  To understand how to develop consumer relation in services from Amul account
  • 13. 8 MISSION: Dairy co-operative of Gujarat turnover of RS.27000 crores by the year 2020 VISION: Liberate our farmers from economic oppression and lead them to prosperity. SLOGAN: The Taste of India LOGO: LOCATION: Gujarat Co-operative Milk Marketing Federation Ltd. . AMUL Dairy Road, opp: Hotel Surabhi, Anand-388001, Gujarat India.
  • 14. 9 LIST OF COMPETITORS: Competitors as well as loose vendors
  • 15. 10 Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2016-17) Rs 27,043 crore. Its daily milk procurement is approx. 13 million lit (peak period) per day from approx. 14.85 million lit per day from 18,536 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream Paneer, chocolates, and traditional Indian sweets, etc. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of their products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA (The Agricultural and Processed Food Products Export Development Authority) Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA.
  • 16. 11 For its consistent adherence to quality, consumer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Awardin1999inBestofAllCategory.In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organization to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007. GCMMF - An Overview Year Of Establishment 1973 Members 18 District Cooperative Milk Producers Union No. of Producer Members 3.6 Million No. of Village Societies 18,545 Total Milk handling capacity per day 28 Million litres per day Milk collection (2015-16) 6.2 billion litres Milk collection (Daily Average 2015-16) 16.97 million litres Cattle feed manufacturing Capacity 7800 mts. Per day Sales Turnover (2016-17) Rs. 27043 crores (US $ 3.5 billion) The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again.
  • 18. 13 Table 1 - Financial Structure Sales Turnover Rs (million) US$ (in million) 1994-95 11140 355 1995-96 13790 400 1996-97 15540 450 1997-98 18840 455 1998-99 22192 493 1999-00 22185 493 2000-01 22588 500 2001-02 23365 500 2002-03 27457 575 2003-04 28941 616 2004-05 29925 672 2005-06 37736 850 2006-07 42778 1050 2007-08 52554 1325 2008-09 67113 1504 2009-10 80053 1700 2010-11 97742 2172 2011-12 16680 2500 2012-13 137350 2540 2013-14 181434 3024 2014-15 207330 3410 2015-16 229720 3500 2016-17 270850 4100 The Gujarat Cooperative Milk Marketing Federation (GCMMF) has crossed a sales turnover of Rs 25,000 crore for financial year 2016-17. It clocked 11 per cent growth compared to the previous fiscal when the turnover stood at Rs 270850 crore
  • 19. 14 Growth Propositions Gujarat Co-operative Milk Marketing Federation Ltd., which markets the popular Amul brand of milk and dairy products, has registered a provisional turnover of Rs. 23,005 crores for the financial year 2015-16 which ended on 31st March. This is 11% higher than last financial year's sales turnover of Rs 20733 crores. The entire sales turnover growth has come because of volume. Turnover of GCMMF has increased by 187% during last six years. The provisional unduplicated group turnover of member unions of Amul group has crossed Rs. 33,000 crores which is also higher by 14% compare to last financial year. It may be noted that GCMMF has planned to achieve sales turnover of Rs. 30,000 crores by 2017-18. GCMMF has been achieving a value growth of more than 20% since last six years because of higher milk procurement, continuous expansion in terms of adding new markets, launching of new products and adding new milk processing capacities across India. In order to reach interior markets, GCMMF has started twelve new branches in India during last three years.
  • 20. 15 Turn Over Of GCMMF Graph – 1. Turnover of GCMMF The 17 member Unions of GCMMF with farmer member strength of more than 36 lakhs across 18,600 villages of Gujarat are procuring on an average 180 Lakhs liters of milk per day. Because of better milk procurement prices paid by member unions of GCMMF, milk procurement by member unions has increased by 91% during last six years. GCMMF ranks among the top 15 dairy companies in world in terms of milk processing. In order to meet milk and milk product demand in major metros of India, the member unions of GCMMF have started creating their own milk processing plants in states of Haryana, Uttar Pradesh, Maharashtra, Madhya Pradesh, West Bengal and Rajasthan. The Member Unions of GCMMF have also started milk
  • 21. 16 procurement from other states so that milk producer members of these states also benefit from “Amul Model. Shri Jethabhai Patel, Chairman, GCMMF, emphasized the fact that mantra of rapid expansion has clearly yielded rich dividends for GCMMF. “Based on estimated growth in market demand for Amul products and our future marketing efforts, we anticipate at least 20% CAGR growth in the business of GCMMF during the next five years. The Chairman added that Amul plans to enhance its milk processing capacity from the current level of 281 lakh litres per day to 380 lakh litres per day in the next five years. Graph – 2. Total milk procurement by GCMMF Shri Jethabhai Patel, Chairman, GCMMF, emphasized that the mantra of rapid expansion has clearly yielded rich dividends for GCMMF. The company anticipates 20% CAGR growth in the business of GCMMF during the next five years. Amul plans to enhance its milk processing capacity from the current level of 281 lakh litres per day to 380 lakh litres per day in the next five years.
  • 22. 17 Further he also added that globally prices of milk and dairy commodities have reduced by half however farmers of Gujarat are continuously getting higher prices of their milk products. He further informed that in New Zealand farmers were getting around Rs. 51.5 per liter of milk during 2013-14 which is reduced to Rs. 21.7 per liter during 2015-16. On the other hand, farmers of Gujarat are getting 8-10% higher price of milk every year. On behalf of 36 lakhs milk producer members of Gujarat, Shri Jethabhai Patel has conveyed his sincere gratitude to Government of Gujarat and Government of India for their continues and timely support for various scheme related to producers. Shri R S Sodhi, Managing Director, GCMMF said that “We have achieved volume sales growth in all product categories. Pouch milk which is highest turnover products has shown volume growth in double digit. He also added that majority of our products like butter, ghee, Ice Cream, UHT milk, flavored milk, Paneer and fresh cream has shown double digit growth. He added that every year, we are getting better results because of strong foundation laid and value system created by our founder chairman, late Dr. V Kurien and selfless and visionary leadership of late Shri Tribhuvandas Patel and late Shri Motibhai Chaudhary. It is important to note that GCMMF passes on 80-85% of consumer rupee back to milk producer members thus by encouraging them to produce more milk.
  • 23. 18 Future Plans R S Sodhi, Managing Director of GCMMF. RS Sodhi, managing director, GCMMF, said, "We plan to touch Rs 50,000 crore turnover by 2020. We are investing around Rs 5,000 crore in setting up ten new plants as well as expand capacity at our existing plants. Our current processing capacity is around 23 million lpd, we aim to take it up to 32 million lpd by 2020." Of the new plants planned, that would come up within the next two to three years, two would be in Delhi, three in Uttar Pradesh, one each in Kolkata and Maharashtra and the rest in Gujarat. GCMMF at present has over 50 processing
  • 24. 19 plants across the country. It is currently procuring 19 million lpd for processing paying an average price of Rs 550-580 per kg fat. With the new plants coming on stream, procurement is expected to rise to 25 million lpd by 2020, Sodhi said. India’s organised sector only constitutes 20 per cent of the Rs 4 lakh crore market size for dairy products in the country. Amul Plans Rs.5,000 Crore Investment, To Set Up 10 New Plants.
  • 25. 20 Industrial Recognitions AWARDS NATIONAL PRODUCTIVITY COUNCIL PRODUCTIVITY AWARDS 1985-86, 1986-87,1991-92,1992-93,1993-94,1994-95,1995-96,1996-97,1998- 99 Presented for Best Productivity Performance in Dairy Development and Production in Co-operative sector by Shri G.S. Dhillion, Union Minister of Agriculture to Amul Dairy, Kaira District Co-operative Milk Producers Union Limited, Anand (Gujarat) New Delhi 22nd April, 1987. INDIAN MERCHANTS' CHAMBER BOMBAY 1988 A AWARD for Outstanding Performance in the field of R&D of Food Processing Industries Based on Agricultural Products awarded to Kaira District Co- operative Milk Producers Union Limited, Anand (Shri Mathurdas Vissanji Endowment) 1998.
  • 26. 21 INDIAN CO-OPERATIVE CENTENARY CELEBRATION: SHAKARI VIKAS RATNA AWARD – 2004 On the occasion of 100 years the Co-operative Movement in Gujarat - we are proud to award "shakari vikas ratna award" to Amul Dairy – Kheda District Co- operative Milk Producers' Union Ltd, Anand, Gujarat State Co-operative Union, Ahmedabad, 23rd Apr 2005. NATIONAL ENERGY CONSERVATION AWARD 2009. Sponsored by Aaj Tak – TV Today Network, India Today Group for striving towards inclusive & sustainable development with a "society centered" purpose for Amul's Total Sanitation Campaign.
  • 27. 22 CII NATIONAL AWARD FOR FOOD SAFETY 2013 Amul Dairy received CII National Award for Food Safety 2013 for its Outstanding Performance in the Dairy Sector Manufacturing, Large Food Business Category APEDA EXPORT AWARD 2011-12 Amul Dairy, Anand received APEDA Export Award for the year 2011-12 for its outstanding contribution in the export of Dairy products across the globe. ‘Silver Trophy’ & a Citation was presented at the 21st Annual APEDA Award function in New Delhi on 26th Nov 2014
  • 28. 23 Amul meant different things to different people : To a Milk Producer … A life enriching experience To a Consumer … Assurance of having wholesome milk To a Mother … A reliable source of nourishment for her child To the Country … Rural Development and Self Reliance
  • 29. 24 Amul Gold Different milk offering from Amul – Amul Taaza Product name – Amul Taaza Description – Pasteurized Milk Amul milk meets the PFA standards for the respective type of milk Packing – Poly Pack: 200ml, 500ml, 1000ml, 6 Ltr (in selected market only) Shelf life – 48 hours from the date of packing if kept under refrigeration below 8 degree C Product name – Amul Gold Description – Pasteurized milk Amul milk meets the required standards for the respective type of milk Packing – Poly Pack: 200ml, 500ml, 1000ml, 6 Ltr (in selected market only) Shelf life – 48 hours from the date of packing if kept under refrigeration below 8 degree C
  • 30. 25 Amul Cow Milk . Product name – Amul Cow Milk Description – Pasteurized Cow milk Amul milk meets the FSSAI standards for the respective type of milk Packing – Poly Pack: 200ml, 500ml, 1000ml, 6 Ltr (in selected market only) Shelf life – 48 hours from the date of packing if kept under refrigeration below 8 degree C
  • 31. 26 “SWOT” Analysis of Amul milk--- STRENGTH 1. Strong distribution network in milk. 2. India’s major giant player in dairy products with strong supply chain network. 3. Rural Presence. 4. High-quality products sold at reasonable prices. WEAKNESS 1. Strong dependency on weak infra-structure & complete dependency on villages for its raw material supply. 2. Cost of operation is high. 3. Weak distributors service channel to retailers (in some areas). 4. Low profit margin to retailers. As competitors are providing more schemes and margins to retailers.
  • 32. 27 OPPORTUNITIES 1. Areas can be targeted to cover Retailers look for convenience and margin. 2. Make use of internet for distribution of its product. 3. Vast Product line can gain the trust of the consumers. THREAT 1. Most of the consumers depend upon what a retailer gives them. This can be a threat because competitors provide more margins to retailers and retailers preferred them when it comes to selling. 2. Growing price of milk and milk products. 3. Competition from other local as well global counterparts. 4. Tendency of people to buy from milk farm directly for freshness.
  • 34. 29 a) Division by Products – b) Division by Geography –
  • 35. 30 Matrix structure - Combination of all these and it uses a matrix organization structure
  • 37. 32 THEORETICAL BACKGROUND OF CONSUMER SATISFACTION • Consumer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a consumer's expectation. • Consumer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. • Consumer satisfaction provides a leading indicator of consumer purchase Intentions and loyalty .Consumer satisfaction data are among the most frequently collected indicators of market perceptions • Organizations need to retain existing consumers while targeting non- consumers. Measuring consumer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.
  • 38. 33 A number of theoretical approaches have been utilized to explain the relationship between disconfirmation and satisfaction. 1) Many theories have been used to understand the process through which consumers form satisfaction judgments. The theories can be broadly classified under three groups: Expectancy disconfirmation, Equity, and Attribution. Still again there are a number of theories surrounding the satisfaction and service paradigm. 2) The expectancy disconfirmation theory suggests that consumers form satisfaction judgments by evaluating actual product/service. Four psychological theories were identified by Anderson that can be used to explain the impact of expectancy or satisfaction: Assimilation, Contrast, Generalised Negativity, and Assimilation-Contrast. 1. MEASUREMENT OF SATISFACTION - Some of the theories are discussed in this chapter. The heart of the satisfaction process is the comparison of what was expected with the product or service’s performance – this process has traditionally been described as the ‘confirmation / disconfirmation’ process.4 First, consumers would form expectations prior to purchasing a product or service. Second, consumption of or experience with the product or service produces a level of perceived quality that is influenced by expectations.5 If perceived performance is only slightly less than expected performance, assimilation will occur, perceived performance will be adjusted upward to equal expectations.
  • 39. 34 2. VARIOUS THEORIES OF CONSUMER SATISFACTION Consistency theories suggest that when the expectations and the actual product performance do not match the consumer will feel some degree of tension. In order to relieve this tension the consumer will make adjustments either in expectations or in the perceptions of the product’s actual performance. Four theoretical approaches have been advanced under the umbrella of consistency theory: (1) Assimilation theory, (2) Contrast theory, (3) Assimilation-Contrast theory, (4) Negativity theory. (1) Assimilation Theory Assimilation theory is based on Festinger’s dissonance theory. Dissonance theory posits that consumers make some kind of cognitive comparison between expectations about the product and the perceived product performance (2) Contrast Theory Contrast theory was first introduced by Hovland, Harvey and Sherif. Dawes et al define contrast theory as the tendency to magnify the discrepancy between one’s own attitudes and the attitudes represented by opinion statements
  • 40. 35 (3) Assimilation-Contrast Theory Assimilation-contrast theory was introduced by Anderson in the context of post-exposure product performance based on Sherif and Hovland’s discussion of assimilation and contrast effect. Assimilation-contrast theory suggests that if performance is within a consumer’s latitude (range) of acceptance, even though it may fall short of expectation, the discrepancy will be disregarded – assimilation will operate and the performance will be deemed as acceptable (4) Negativity Theory This theory developed by Carlsmith and Aronson suggests that any discrepancy of performance from expectations will disrupt the individual, producing ‘negative energy’. Negative theory has its foundations in the disconfirmation process. Negative theory states that when expectations are strongly held, consumers will respond negatively to any disconfirmation. “Accordingly dissatisfaction will occur if perceived performance is less than expectations or if perceived performance exceeds expectations.
  • 43. 38 RESEARCH METHODOLOGY- TITLE OF THE RESEARCH STUDY: “TO STUDY THE CONSUMER SATISFACTION FOR AMUL MILK IN NASHIK REGION” DURATION OF THE RESEARCH STUDY: This study was carried out for duration of 2 month. DEFINITION OF RESEARCH METHODOLOGY: Research is a careful, systematic and objective investigation conducted to obtain valid facts, draw conclusions and established principles regarding an identifiable problem in some field of knowledge. STAGE 1 – Gathering information and inputs to frame the necessary questions for the survey. STAGE 2 – Collecting data using the survey method, by getting the sample employees fill the questionnaire. STAGE 3 – Analyzing and interpreting the primary data collected from the survey responses Research design: The research design used is descriptive and the information collected through personal interaction and observation and analyzing the result.
  • 44. 39 DIFFERENT METHODS OF DATA SOURCES 1. PRIMARY DATA Primary Data is the information collected during the course of an experiment through the –  Questionnaire method  It can also be obtained through, Observations  Survey interviews - direct communication with the consumers by performing surveys or descriptive research. Definition of primary data Primary Data is that data which is collected fresh and for the first time. It is also called basic data or original data. Primary Data is also defined as, “the data, researcher collects to address the specific problem at hand – the research questions”. Primary sources mean original works of research or raw data without interpretation or pronouncements that represent an official opinion or position. Primary sources include, memos, letters, complete interviews or speeches, law, regulations, court decisions and government data including, census, economic and labour data as the most authoritative of all sources.
  • 45. 40 METHODS OF COLLECTING PRIMARY DATA Observation method: Definition: Observation means viewing or seeing. We go on observing something or other while we are awake. Most of such observations are just casual and have no specific purpose. But observation as a method of data collection is different from such casual viewing. Interview method: Definition: A somewhat formal discussion between a hirer and an applicant or candidate typically in person , in which information is exchanged, with the intention of establishing the applicant’s suitability for a position
  • 46. 41 2. SECONDARY DATA There are various methods of data gathering which involves the use of specific recording forms. These are called tools or instruments of data collection. During the course of conducting research, a researcher has to collect the data through adopting one or the other method. Definition of Secondary Data: Secondary data pertains to those data that is already available on websites, magzines,books etc. Also, it is that data, which has been used previously for some research and is now in use for second time. In short, the data presented in research reports when used again for further research is called “Secondary Data”. SOURCES OF SECONDARY DATA:  Websites  Books  Magzines  Brochures etc. Sample unit:-respondents who buy milk in nashik Sample size:-100 respondents Method of research:–An observational study. Probability sampling is more reliable. It is more time and money consuming. The sample size of consumers surveyed was 100 respondents. The areas covered by the researcher was, Pandit colony, Racca colony, Canada corner, Gangapur road, Indira nagar, Ravivar karanja, Tidke colony etc.
  • 47. 42 Scope of the study: Study just takes into account the Nashik region and hence the inferences are drawn based on the sample which represents these consumers. Limitation of the study: 1. The sample which was collected does not resemble the whole universe so the conclusion drawn may not be taken. 2. Respondent opinions can be biased 3. Respondents can link his /her personal liking /disliking towards toward his company while filling up the form 4. As questionnaire has limited questions there may be some factors which may get missed out 5. Due existence of time & cost constraint. The study restricted to only 100 samples.
  • 48. 43 CHAPTER – 6 DATA ANALYSIS AND INTERPRETATION
  • 49. 44 1. Data Analysis and Interpretation of Consumers Q.1) Are you aware of Amul milk? 1. Yes 2. No Interpretation:- In this pie chart 85% are aware of the AMUL milk and 15% are unaware of AMUL milk. Out if the 100 respondent we see that 15% survey opinion will not be validated as they never use the Amul milk. Also it represent that these 15% consumes some other milk product brands. Yes No No. Respondents 85 15 % of targeted Respondents 85% 15% 85% 15%0%0% Sales yes No
  • 50. 45 Q.2) Do you purchase Amul milk? 1. Yes 2.No Interpretation:- Form the above data we understand that out of 85 respondents aware about AMUL Milk about 69% purchase it and 31% do not. It means that the awareness don’t make them purchase Amul milk they still don’t know the brand traits. 69% 31% yes 69% no31% Yes NO No of respondents 59 26 % of targeted respondents 69% 31%
  • 51. 46 Q.3) If no, then which brand do you prefer? (31respondents) 1) mother dairy 2) Vikas 3) Godavari 4) Rajhans MOTHER DAIRY VIKAS GODAVARI RAJHANS No.of respondents 02 10 08 11 %targeted respondents 06% 32% 28% 34% Interpretation:- 31% of them if don’t purchase Amul they go for the above said brand. From this data we can interpret that the major market share is captured by rajhans followed by vikas. These could be offering something which may serve a greater value to the consumer other than what Amul serves. 6% 32% 28% 34% Sales motherdairy vikas godavari rajhans
  • 52. 47 Q. 4) How much quantity of milk do you buy daily? (69 respondents) 1)500 ml. 2)1 ltr. 3) 2 ltr. 4)6 ltr. Interpretation:- Respondents purchasing Amul milk prefer it in the quantity such as maximum go for half litre packs followed by 1 litre packs. 58%23% 10% 9% Sales 0.5ltr. 1 ltr 2ltr 6ltr 500ml 1ltr 2ltr. 6ltr. No. of respondents 34 14 6 5 % targeted respondent 58% 23% 10% 09%
  • 53. 48 Q. 5 How frequently do you buy Amul milk? 1) Daily 2) As per required Daily As per requirement No. of Respondent 53 32 % of Targeted respondent 62% 38% Interpretation:- About 62% of respondents aware about Amul Milk prefer to purchase it on daily basis. There are considerably good amount of respondent who likes to purchase Amul milk. 62% 38% 0%0% Sales daily as per required
  • 54. 49 Q.6) Which type of Amul milk do you purchase? 1)Amul gold 2)Amul tazza 3)Amul cow milk Amul gold AMUL tazza Amul cow milk No. of Retailers 24 19 16 % of Targeted respondent 40.57% 33.33% 26.08% Interpretation:- Out of 69 respondents purchasing Amul Milk 41% prefer Amul Tazza, 33% prefer Amul Gold and 26% Amul Cow Milk. Amul gold is purchase maximum because of its quality and yet it is economical is what it can be inferred. 33% 41% 26% 0% Sales Amul tazza Amulgold Amul cow milk
  • 55. 50 Q. 7) Which factor do you prefer while buying of Amul milk? 1) Price 2) quality 3) packaging Price Quality Packaging No. Respondents 19 28 12 % of targeted respondent 33.33% 47.37% 20.28% Interpretation:- Respondents purchasing Amul Milk prefer it majorly for its quality followed by price and least preferred for its packaging. It shows that the consumers are quality driven! Even though the packaging of the milk is not that attractive, consumer simply picks it up due to its quality in product which is the biggest plus for the Amul milk. Price could serve as secondary factor as costumer to get happy with the product doesn’t pinch their pockets! 33% 47% 20% 0% Sales PRICE QUALITY PACKAGING
  • 56. 51 Q. 8) Is the Amul milk conveniently available? 1) Yes 2) No 3) Rarely 4) Never Yes No Rarely Never No. Respondents 55 09 11 10 % of targeted respondent 65.21% 11.59% 13.04% 10.14% Interpretation:- The availability of Amul by consumers imply that it is available to 65% of respondents whereas rarely available to 13% of respondents. It is inferred that its high availability in outlets/retailers shows that they have a very strong distribution channels. 65% 12% 13% 10% Sales yes No rerely never
  • 57. 52 Q. 9) Are you satisfied with Amul milk? 1) Highly satisfied 2) satisfied 3) Dissatisfied 4) natural Interpretation:- 51% of total respondents are highly satisfied by Amul Milk whereas 23% are satisfied followed by 17% having neutral preference. Consumers are happy and look to be loyal with the Amul brand. There are still 17% with the opinion of neutral which shows the vagueness of the brand in masses. 51% 23% 9% 17% Sales highly satisfied satisfied Dissatisfied nutual Highly satisfied satisfied Dissatisfied Neutral No. Respondents 42 19 9 15 % of targeted respondent 50.72 23.18 08.69 17.39
  • 58. 53 Q. 10) Would you suggest Amul milk to other consumers? 1) Yes 2) No 3) When asked 4) Rarely Yes No When asked Rarely No. Respondents 35 18 15 17 % of targeted respondent 42.02% 21.73% 18.84% 17.39% Interpretation:- 42% of respondents would be happy to suggest Amul Milk to others where 19% of them would suggest them when asked. It means that the quality of milk is so high that the advertisement goes mouth to mouth and hence the consumers gets multiplied. 42% 22% 19% 17% Sales yes no when asked rarely
  • 60. 55 FINDINGS  Amul Milk is a well-known brand in the market that holds a good image in market. This is visible because out of 100 respondent in survey, 85 has its awareness.  69% of the audience surveyed in Nasik who have the awareness of Amul as a product for packed milk (85 of the respondent) prefer to purchase it than any other available milk suppliers.  It also implies from the above that 59 respondent out of 85 purchase Amul milk which shows their interest in Amul as a brand.  There is little competition though in Nasik from the Loose milk distributors in the market. This could be mainly because the people psychology to buy fresh milk from their vicinity area of residency.  It is concluded from the survey that Vikas and Rajhans are the major brands preferred by respondents rather than Amul Milk.  Amul Milk is mostly preferred for its quality which makes the price stand second over quality and this is visible when the audience showed their inclination towards quality (47% of the targeted audience)  Nasik consumer audiences are quite satisfied with the Amul milk and they will still show the brand loyalty, they will also refer this brand to others.  There is need of awareness in the market as there are people with neutral response and it shows that they are not much aware of the brand.
  • 62. 57 CONCLUSIONS Amul Milk can capture the market at quite an extent due to its brand image. It has the quality worth its price and consumer will be satisfied with the offering. Amul Milk is a trusted brand which helps it to increase its sales. To maintain long term relation with consumer. Amul should concentrate on distribution and somewhere it is not freely available. It should also create and awareness among masses by advertising in the city like Nasik and especially outskirts of Nasik.At the same time it should be at pace with the other vendors to keep up that position and consumer satisfaction by introducing more product lines. The survey sample showed quite positive response and it is inferred that Amul would be the future of many!!
  • 63. 58 CHAPTER - 9 SUGGESTIONS/ RECOMMENDATIONS
  • 64. 59 SUGGESTIONS/ RECOMMENDATIONS  Amul should concentrate on awareness of Amul Milk products to increase sales.  Amul Milk lacks behind in the availability of milk to the respondents, thus it should improve its distribution channel.  Amul should focus on taking over the market of loose milk sellers, as they are completing with them in terms of loose milk attribute they offer. Also loose vendors are preferred more due to their vicinity with the residents.  Amul must distribute free samples for promoting in the outskirts or rural areas of Nashik.
  • 65. 60 ANNEXTURES Questionnaire Q.1) Are you aware of Amul milk? 1. Yes 2. No Q.2) Do you purchase Amul milk? 1. Yes 2.No Q.3) If no, then which brand do you prefer? (31respondents) 1) Mother dairy 2)vikas 3) Godavari 4)Rajhans Q. 4) How much quantity of milk do you buy daily? (69 respondents) 1)500 ml. 2)1 ltr. 3)2 ltr. 4)6 ltr. Q. 5) How frequently do you buy Amul milk? 1) Daily 2) As per required Q.6) Which type of Amul milk do you purchase?
  • 66. 61 1)Amul gold 2)Amul tazza 3)Amul cow milk Q.7) Which factor do you prefer while buying of Amul milk? 1) Price 2) quality 3) packaging Q.8) Is the Amul milk conveniently available? 1) Yes 2) No 3) Rarely 4) Never Q. 9) Are you satisfied with Amul milk? 1) Highly satisfied 2) satisfied 3) Dissatisfied 4) neutral 10) Would you suggest Amul milk to other consumers? 1) Yes 2) No 3) When asked 4) Rarely
  • 68. 63
  • 69. 64
  • 70. 65
  • 71. 66 Bibliography Books:  Marketing Management by Philip Kotler and Kevin Lane Keller Edition 14 – 2016, Publisher - Pearson’s Websites:  www.Amul.Com  http://www.indiandairy.com/  http://www.amul.com/m/organisation  Wikipedia  http://www.amul.com/m/brands
  • 72. 67