Consumer Preference On

Amul Kool Lassi- 1 LTR Tetrapack

For The Company

Gujarat Co-operative Milk Marketing

Federation Limited

Prepared By
Xitij Nanavaty
 Industry Profile
• As an attribute, the word “dairy” refers to milk-based products,
derivatives and processes, and the animals and workers involved in
their production. A dairy farm produces milk and a dairy factory
processes it into a variety of dairy products. These establishments
constitute the dairy industry, a component of the food industry.

• Across India, Milk is processed and marketed by 170 milk

producer’s cooperative unions, which federate into 15 state co-
operative milk marketing federations.
 Company Profile
• AMUL-derived fom the sanskrit word “AMULYA” which means Priceless.

• Some of the Amul products are Amul Milk, Amul Butter, Amul Milk
Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, and Amulya.
• Sales Turnover of last year i.e 2008-09 was Rs. 67113 million.

• Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the

largest Organisation in FMCG industry engaged in marketing of milk &
milk products under the brand names of AMUL and SAGAR with an
annual turnover exceeding Rs 6000 crores.
 Background Of The Study
• Amul Lassi is also available in other sizes like 200 ml. pouches (i.e
probiotic lassi), 200 ml. tetrapack, so they have launched 1ltr.
Tetrapack because of the popularity of the previous versions.
• The study is conducted on consumer preference of thirst quenchers
with reference to “Amul Kool Lassee 1 ltr. tetrapack”.
• Amul kool lassee competes with cold drinks and wants to capture
maximum market share possible of cold drink industry. In order to
achieve this target, this study is conducted to know the preference
and consumption usage of the product.
 Objectives Of Project
• To know the customer preference and satisfaction of Amul Kool
Lassee 1ltr. tetrapack.
• To know the purchase intention of customer for Amul Kool Lassee
1ltr. tetrapack.
• To know the preference of consumers towards consumption of all
type of drinks including milk based drinks.
• To collect suggestions provided by the consumers to the company
for improvement of Kool Lassee.
 Sources Of Data
 Primary sources

• I have collected these primary informations from consumers of

anand and vallabh-vidyanagar with the help of questionnaire on
amul parlours.

 Secondary sources

• I have collected the secondary information from some websites

and reference books.
 Sampling Method
• Sample design is a definite plan of obtaining some items from the
whole population. The sample design used in this project is only one
state sampling i.e. judgemental sampling.

• The whole region was divided into some geographical areas and I
have been given many of the Amul parlours in anand and vallabh-
vidyanagar named DNM parlour near D mart, Amul dairy parlour
near AMUL dairy, Param shop in mota bazaar, Jaltarang parlour
near Borshad Crossing and Shriji parlour near Sashtri Ground.
Data Analysis
&
Interpretation
 Beverage Preference

Preference Of Beverage

60 57

50
No. Of Respondants

40 35

30
23
20

10
3 2 1
0
Soft Fruit Milk Based Soft & Fruit & Soft & Fruit
Milky Milky
Types Of Drinks
Preference Of Milk Based Drinks

Preference Of Milky Drinks

16, 13%
25, 21%
Buttermilk
19, 16% Lassee
Milk
All
11, 9% Mixed
50, 41%
Size Of Preference

Size of Preference

24%

200 ml.
1 ltr.

76%
 Purchase Intention
Purchase Intention of 1ltr.Amul Kool Lassee

45, 37%
Yes
No
76, 63%
Rating Scale Of Amul Kool Lassee
Attribute Very Good Neutral Bad Very
Good Bad
Taste 26% 54% 17% 2% 1%

Availability 13% 64% 17% 6% 0%

Packaging 17% 59% 21% 3% 0%

 LIMITATIONS
• Limited time available for interviewing the respondents. As a result of
this it was not possible to gather full information about the respondents.
• When I interviewed children and teenagers, sometimes they use to
• give answers under the influence of their parents or elders.
• As summer training is going under summer season so sometimes
people are less interested in filling up questionnaire.
• Sometimes Non-cooperative approach and rude behavior of the
respondents.
• If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
 RESULTS AND FINDINGS
• Around 80% respondants believe that taste of the lassee is good
and they are satisfied with Amul Kool Lassee.

• When I interviewed people then many of the people can not recall
Amul Kool Lassee by its print advertisement.

• During my research, I found that from all type of milk based drinks,
41.32% respondants prefer lassee.

• I also found out that among all type of beverages, Majority of the
respondants prefer milk based drinks i.e.47.11%.
• I find the main thing is that “Amul” brand name has very good image
in consumer’s mind and they consider it as Pure & Good Product.

• During the entire training, I found that people are asking for the
other flavours like mango, pine-apple, kesar etc. as there is only
rose flavour sold in market.

• 58.68% people like to prefer 1ltr. tetrapack at their home as they

believe that it is better to consume with family.

• As Anand and Vallabh-vidyanagar are home town of Amul, people

of this region are very much aware about Amul products So 97%
people of Anand and Vallabh-vidyanagar prefer to consume
branded lassee.
 CONCLUSIONS
• From the servey conducted it can be concluded that people who are
on move prefer it more than household.
• Also people usually prefer lassee at their home rather than at
parlour, at hotel and other places.
• Many people usually prefer Amul lassee more than other non-
branded lassees as it is a brand.
• From the Hypothesis performed, it is concluded that there is no
significant effect on purchase of lassee due to preference.
 SUGGESTIONS
• The price of the 1 ltr. tetrapack should be decreased to increase the
sale of the product.
• The G.C.M.M.F. should advertise more to increase the awareness
level and sales of the product.
• The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1,
etc. to increase the sale of the product.
• Amul should also bring its products in trains and buses. If the
tetrapack will be got in trains and buses, then the sale of the product
will be increased.
THANK YOU