consumer perception regarding probiotic ice cream

1. “A study of consumer perception
towards amul probiotic and sugar
free ice cream”

2. AMUL(GCMMF) :-” THE TASTE OF
INDIA”
INTRODUCTION
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative
movement in India. It is a brand name managed by an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
Gujarat Cooperative Milk Marketing Federation Ltd.
 In the year 1946 the union was known as “KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS
UNION”
 This union was started with 250 liters of milk per day
 It is based in Anand town of Gujarat
 Amul has spurred the White Revolution of India, which has made India the largest producer of
milk and milk products in the world.

3. CCOONNTTIINNUUEEDD…………..
• The brand name Amul means “AMULYA”. This word derived form
the Sanskrit word “AMULYA” which means “PRICELESS”
• Today Amul is a symbol of many things like of the high-quality
products sold at reasonable prices, of the genesis of a vast co-operative
network.
• GCMMF :- Gujarat Cooperative Milk Marketing Federation
(GCMMF) is India's largest food products marketing
organization. It is a state level apex body of milk cooperatives
in Gujarat 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.
• “Dr Verghese Kurien” former chairman of the GCMMF is recognized as the man
behind the success of Amul

4. CCOONNTTIINNUUEEDD…………
• “AMUL IN ABROAD “
 Amul is the largest food brand in India and one of world's Largest Pouched
Milk Brand. Besides India, Amul has entered overseas markets such as Mauritius,
UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South
African countries. Its bid to enter Japanese market in 1994 had not succeeded,
but now it has fresh plans of flooding the Japanese markets .Other potential
markets being considered include Sri Lanka.
 presence of amul in the other countries …….

5. “PRODUCTS AND BRANDS”
1. Amul Milk
2. Dahi
3. Ghee
4. Milk Powder
5. Nutramul
6. Mithai Range
7. Mithai Mate
8. Chocolates
9. Fresh Cream
10. Pouch Butter Milk
11. Recipes
12. Bread Spreads
13. Cheese
14. UHT Milk
15. Beverage Range
16. Amul PRO
17. Ice Cream
18. Paneer

6. “AMUL PATTERN “

7. ““SSaalleess aanndd RReevveennnnuueess ““
 Amul`s turnover reached Rs. 19,100 crore or $3.2 billion.
 Its daily milk procurement is approx 13.18 million lit per
day from 17,025 village milk cooperative societies, 17
member unions covering 31 districts, and 3.23 million milk
producer members
 Total Milk handling capacity per day23.2 Million litres per dayMilk
Collection (Total - 2013-14)4.79 billion litresMilk collection (Daily Average
2013-14)13.18 million
 Leveraging several marketing and technological
innovations as well as its enhanced distribution reach,
GCMMF closed the year with a turnover of Rs. 13,735 crore,
18 per cent more than the turnover of Rs. 11,668 crore in
2011-12.

8. Product DDeessccrriippttiioonn ((AAmmuull IIcceeccrreeaamm))
PRODUCT DETAILS
Product Name:- Amul Ice Cream
Packing
 Cone:-120 ml, 100ml, 80 ml & 50 ml
 Cup:- 125 ml, 100 ml, 80 ml, 90 ml & 40 ml
 Plastic Container :-1 liter, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml
 Stick:-70 ml, 60 ml, 40 ml
 Take Home Bulk / catering packs:- (5 litre, 4 litre), take home packs (2.2 litre, 1.5 litre, 1.25
litre, 1 litre), combo packs (750 ml+750ml Free) and family packs (500 ml, 250 ml)
Shelf Life:- Ice Candies, Plain flavor (No added nut, fruit, fruit pulp, topping etc.) - 12 Months
Nuts/FruitFlavour-6Months
Ice Cream Cake - 4 Months
Storage condition:- 18°C or below

9. AMUL “ ICE CREAM”
 Amul Ice Cream was launched on 10th March, 1996 in
Gujarat. The portfolio consisted of impulse products like sticks,
cones, cups as well as take home packs and
institutional/catering packs.
 It has combated competition like Walls, Mother Dairy and
achieved the No 1 position in the country. This position was
achieved in 2001 and it has continued to remain at the top.
 Today the market share of Amul ice cream is 38% share
against the 9% market share of HUL, thus making it 4 times
larger than its closest competitor.

10. Market share & competitors
• In value terms, the organized segment of India's Rs
3,000-crore ice cream market has been growing at
19.5 per cent a year for the last five years
• Amul's market share is around 38-39 per cent of the total ice
cream market in volumes. With a turnover of Rs 500 crore, it
accounts for around 28 per cent in value share
• Amul Ice Cream faces stiff competition from Kwality Walls,
Mother Dairy and other regional brands With increasing
competition

11. Amul probiotic and sugar free ice cream
• In January 2007, Amul introduced SUGAR FREE & ProLife
Probiotic Wellness Ice Cream, which was a first in India.
• This range of SUGAR FREE, LOW FAT Diabetic Delight &
ProLife Probiotic Wellness Ice Cream is created for the health
conscious.

12. CONTINUED…..
• its pro-biotic ice creams that have live beneficial culture that
confer beneficial health effects such as improving immunity
and digestion and strengthening bones
• While Amul had earlier tested this market segment through
the launch of an isabgol-enriched ice cream, this is company's
first full-fledged attempt at capturing a good share of the pro-biotic
enriched foods market in India. Both the brands are
available in 125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120)
packs :- vanilla with chocolate sauce, strawberry, chocolate,
shahi anjir .

13. “RESEARCH & SCOPE “
RESEARCH PROBLEM:-
• Increase the awareness level of AMUL PROLIFE & SUGARFREE
ICECREAM.
• Seek the general perception of consumer towards AMUL ICECREAM
• To find the performance of AMUL ICECREAM vis-à-vis other Brands.
• To know the consumer psyche and their behavior towards AMUL PROLIFE &
SUGAR FREE ICECREAM.
Scope of the Study:-
This study will help in comprehensive analysis of Amul`s Prolife
& Sugar free ice cream in the ice-cream market

14. Data Collection & Sampling
Sources of the data collection: -
Primary sources:- Information by company personal,
Reliance fresh outlets &APO’S Suggestions by Distributor in the
east delhi area
Secondary sources: - www.amul.com
www.google.com
Data collection tools :- questionare

15. CCOONNTTIINNUUEEDD……....
Sampling Technique: -
Sampling technique is the “simple random sampling “
Sample size:-
Sample size was of 150 Consumers from East Delhi however no of responses were 99 .
RESEARCH OBJECTIVE:-
To know awareness of people towards Amul Prolife & Sugar free Ice cream
Data analysis method:- Graphical method , factor analysis ,reliability test ,t- test .
Area of survey:- East Delhi (North East Delhi).

16. Primary Tabulation & Interpretation
Internal Consistency Test
Iterative item to total correlation was applied on the responses received. The items having higher correlation
coefficient value than the cut off value (i.e. 0.19422) were retained for further analysis. There were 12 out of
12 items is in the final set.
Items Computed
corelated
values
Consistency/
Inconsistency
Accepted or dropped
LIKE 0.8035 CONSISTENT ACCEPTED
PRICE 0.722595 CONSISTENT ACCEPTED
VARIETY 0.806743 CONSISTENT ACCEPTED
AVAILABILITY 0.80172 CONSISTENT ACCEPTED
VALUE FOR
0.7568 CONSISTENT ACCEPTED
MONEY
PREFERENCE 0.8342 CONSISTENT ACCEPTED
DISCOUNT 0.8143 CONSISTENT ACCEPTED
CONSUMPTION 0.8356 CONSISTENT ACCEPTED
HEALTHY 0.7365 CONSISTENT ACCEPTED
HEALTH
0.83012 CONSISTENT ACCEPTED
CONSCIOUS
ADVERTISEMENT
S
0.742849 CONSISTENT ACCEPTED

17. Continued ….
RELIABILTY TEST :-
So, the reliability factor of the questionnaire is justified by Cronbach’s
Alpha test which is more than 0.6
Reliability Statistics
Cronbach's Alpha
.949 .950 12
• KMO and Bartlett's Test
Cronbach's Alpha Based on
Standardized Items N of Items
As KMO value is 0.903, or more than 0.5, factor analysis done gives appropriate values.
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .903
Bartlett's Test of Sphericity approx chi square---
df
sig
918.403
66
.000

18. FFaaccttoorr aannaallssyyss
So, all the above factors have emerged as important factors
Factor name Eigen value
TOTAL % OF LOADING VALUE
VARIABLE
CONVERGENCE
VARIANCE
FEATURES
7.750 51.669
Like .842
Availability .841
Taste .837
consumption .837
Preference .834
health_concious .827
Variety .824
Discount .814
Price .755
value_for_money .751
Ads .734
Healthy .727
AGE 1.251 8.339 Age .875
DEMOGRAPHY
1.143 7.620 Gender .447
Income .901
TOTAL VARIANCE % 67.628

19. T –test
• PAIRED t -Test:
μ1 : Knowledge
μ2 : Awareness of amul probiotic
H0 : μ1 = μ2
H1 : μ1 ≠ μ2 (As value of sig. is more than 0.05, we are accepting H0.)
PAIR
lower
95% Confidence Interval
of the Difference
upper
t df Sig. (2-tailed)
Knowledge –
awareness of
amul pro-biotic
.022 .201 2.461 98 .016

20. Interpretation of paired t - test :-
There is no mean difference between knowledge of presence of pro-biotic ice creams and
awareness of amul pro-biotic. People are equally aware of both.
CROSS-TABS
H0 : There is no difference between gender and
health consciousness.
H1 : There exists a difference in opinion between
gender and health consciousness.

21. Approx sig. is greater than 0.05, so accepting H0.INTERPRETATION:
So, it is thus seen that both male and female are health conscious.
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square
1.190a 4 .880
Likelihood Ratio
1.195 4 .879
Linear-by-Linear Association
.196 1 .658
N of Valid Cases
97

22. FFiinnddiinnggss && lliimmiittaattiioonn
• Lake of Awareness in consumers. Many people are not know about Amul Prolife
Sugar free ice-cream specially children and old people.
• When I interviewed people then many of the people cannot recall Amul ice cream
advertisement. It shows Lake of Promotion Activity
• There is lake of Sales Promotional Activities i.e. , extra weight, quiz contest etc.
• Mother Dairy and Kwality walls is main competitor and strategically better
performer then Amul.
• The prices of AMUL Prolife & Sugar free ice cream as par with same other AMUL
ice cream
• Non-cooperative approach and rude behavior of the respondents.
• As summer training is going under summer season so sometimes people are less
interested in filling up questionnaire
• When I interviewed children and teenagers, sometimes they use to give answers
under the influence of their parents or elders.

23. • THANK
YOU