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A SUMMER TRAINING REPORT ON “AMUL KOOL FLAVOR MILK” “STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR “AMUL KOOL FLAVOR MILK” SUBMITTED TO Shree D. T. RAVAL MANAGER AHMEDABAD DEPOT. GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. AHMEDABAD

UNDER THE GUIDANCE OF PROJECT GUIDE Dr. B.K. OZA & Dr. H. D. VYAS

SUBMITTED BY AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR.
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PREFACE
The MBA programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In todays globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is the best teacher”.

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Vyas. I convey my regards to the whole staff. It has been an enriching experience for me to undergo my summer training at AMUL. D. Anil Bayati. A memorandum part of life. T.C.M.M.F. Raval. I am very thankful to Dr. which would not have possible without the goodwill and support of the people around..M. Lastly. Oza & Dr. the Branch Manager of AMUL. I would like to express my sincere thanks to all those who helped me during my practical training programme.C. LTD. Ahmedabad. H. Words are insufficient to express my gratitude toward Mr. AMIT SOLANKI DEPARTMENT OF BUSINESS ADMINISTRATION BHAVNAGAR UNIVERSITY BHAVNAGAR. K.ACKNOWLEDGEMENT With immense pleasure. 4 . D. I would like to give my heartily thanks to Mr. which made my stay at G.M. who permitted me to get training at G. who helped me at every step whenever needed. B. I would like to present this project report on a market research work on AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd.F. As a student of DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION.

BIBLIOGRAPHY 5 . 4. Research Duration 4.: An Overview 3. Questionnaire for Trade Response. Data Collection Method 7.M. Questionnaire for Consumer Behavior. 4. Data analysis & interpretation of Consumer Behavior. 5. Findings & conclusion. Research Objectives 2. 3.M. List of products marketed by G. 6.PROJECT REPORT CONTENTS SECTION A THE PROJECT PROFILE 1. Sampling Unit SECTION C 1. Size of Sample 6.F. Competitive situation. Suggestions.M. Sample Profile for Trade Response. Research Design 3. 7.F. 2. Market Potential of the product.EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Limitations. 9.C.M. Data analysis & interpretation of Trade Response. G. Project Background 2.C. 10. SECTION B THE PROJECT. Sampling Design 5. 8. Sample Profile for Consumer Behavior.

F.SECTION A THE PROJECT PROFILE 1.F.M.M.C.M. 4. 6 .C. Competitive situation. G. Project Background & introduction 2. List of products marketed by G.M.: An Overview 3.

A quality control expert in Anand had suggested the brand name “AMUL”. The brand name Amul means “AMULYA”.PROJECT BACKGROUND AND INTRODUCTION In the year 1946. In the year 1946. 7 . Amul products have been in use in millions of homes since 1946. Amul spray. Amul Munch Times. AMUL was established. This word derived from the Sanskrit word “AMULYA”. Today Amul is a symbol of many things like of the high quality products sold at reasonable prices. Amul Butter. of the triumph of indigenous technology of the marketing savvy of a farmers organization. In the year 1955. Amul Milk Powder. Amul Cheese. of the genesis of a vast co-operative network. Amul Milk. Amul Shrikhand. Amul Ice Cream. This union selected the brand name AMUL in 1955. the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. the first milk union was established. Amul Ghee. Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Nuramul. And have a proven moldel for dairy development. This union was started with 250 litres of milk per day.

per day 2640 Mts per day Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 8 .38 billion litres 6.6 million 12.M.M.C.5 million litres 594 Mts.2006-07): Milk collection (Daily Average 200607): Milk Drying Capacity: Cattlefeed manufacturing Capacity: Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 13 district cooperative milk producers' Union 2. 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.: AN OVERVIEW Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. of Village Societies: Total Milk handling capacity: Milk collection (Total .G.792 10. Members: No.F. of Producer Members: No.16 million litres per day 2.

LIST OF PRODUCTS MARKETED BY G.C.M. Almond Pistachio. Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range: • • • • • • • Amul Shakti 3% fat Milk Amul Taaza 1.M. Saffron.5% fat Milk Amul Gold 4. Breadspreads: • • • Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range: • • • • • • • • Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): • • • • • • Amul Shrikhand (Mango.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix Pure Ghee: • • • • Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range 9 .F.

Chocolate. Ice Candies. Cake Magic) Chocolate & Confectionery: 10 . Malai Kulfi) Nut-o-Mania Range (Kaju Draksh. Fresh Litchi. Fresh Pineapple) Sundae Range (Mango.5% fat Amul Slim & Trim Double Toned Milk 1. Santra Mantra. Frostik.• • • Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food Milk Powders: • • • • Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk: • Amul Mithaimate Sweetened Condensed Milk Fresh Milk: • • • • • • Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4. Strawberry. Roasted Almond) Nature's Treat (Alphanso Mango. Chococrunch. Dollies. Megabite.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk Curd Products: • • • • Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee Amul Icecreams: • • • • • • Royal Treat Range (Butterscotch. Chocochips. Black Currant. Tricone. Fruit Bonanza. Sundae Magic. Shahi Anjir. Cassatta) Utterly Delicious (Vanila. Black Currant. Fresh Strawberry. Kesar Pista Royale. Rajbhog. Double Sundae) Assorted Treat (Chocobar.

• • Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: • Nutramul Malted Milk Food Milk Drink: • • Amul Kool Flavoured Milk (Mango. Rose. Saffron. Chocolate) Amul Kool Cafe Health Beverage: • Amul Shakti White Milk Food 11 . Cardamom. Strawberry.

Nestle Slim Milk 6. Amul Kool Flavoured Bottled Milk 3. Amul Kool 2. Amul Kool Thandai 4.COMPETITIVE SITUATION Following are the major competitors in the Milk Drink sector: Competitors Profile: 1. Gaurav Mast Milk 12 . Nestle Milk 5. Rajavadi Mast Milk 7.

Size of Sample 6. Research Objectives 2. Data Collection Method 7.SECTION B THE PROJECT – EXECUTIVE SUMMARY/RESEARCH METHODOLOGY 1. Sample Unit 13 . Data Analysis Method 8. Research Design 3. Area of Survey 9. Sampling Design 5. Research Duration 4.

” RESEARCH DESIGN EXPLORATORY RESEARCH DESIGN RESEARCH DURATION APPROXIMATELY 6 WEEKS SAMPLING DESIGN CONVENIENCE BASIS SIZE OF SAMPLE 150 RETAIL SHOPS & 100 CONSUMERS 14 .” 3. To find out the causes of not buying the “Amul Kool Flavor Milk.” 6.” 2.” 5. To do market analysis in order to study the usage pattern and buying behavior of “Amul Kool Flavor Milk. To estimate the market potential and perception towards “Amul Kool Flavor Milk. To find out the frequency of consumption of “Amul Kool Flavor Milk.RESEARCH OBJECTIVES 1. To know the awareness level of the consumers for the “Amul Kool Flavor Milk. To know the awareness level among the retailers for the “Amul Kool Flavor Milk.” 4.

PRIMARY DATA Direct Interview through Questionnaire 2. SECONDARY DATA Websites DATA ANALYSIS METHOD GRAPHICAL METHOD AREA OF SURVEY BHAVNAGAR CITY SAMPLING UNIT RETAIL SHOPS & CONSUMERS 15 .DATA COLLECTION METHOD 1.

16 . 8. 3. 7. 5. Data analysis & interpretation of Consumers. Limitations. Suggestions. Sample Profile of retailers. Questionnaire for consumers. Sample Profile of consumers. 10. 6. Data analysis & interpretation of Trade Response. 2. Market Potential of the product. Findings & conclusion. 4.SECTION C 1. Questionnaire for retailers. 9.

Raymond Dr. 9.SAMPLE PROFILE OF RETAILERS SR NO. 13. 27. 18. 32. 22. 12. 24. 17. 16. 19. 4. 25. 5. 14. 10. 11. 2. 3. 15. 26. 21. 8. 23. SHOP NAME 1. 7. House Opp. 28. 6. 30. 31. 20. 29. Muralidhar Pan Satnam Bakery Diamond Pan Centre Om Sai Pan Centre Bhagavati Provision Store Jalaram Kariyana Store Atul Provision Store Mahadev Pan Parlour Yatra Parlour Apna Parlour Super Cold drinks Ajay Parlour Mona Bakery Anand Pan Parlour Takteshwar Provision Store Shriji Provision Store Jain Provision Store Vidhyanagar Provision Store Manpasand Bakery Soni Fast Food Mahadev Bakery Amrut Parlour Rasmalai Laxmi Bakery Ashok Ice Cream Tulsi Restaurant Arazoo Provision Store Shetty Masoor Café Kishore Pan Parlour Shankar Provision Store Laxminarayan Farasan Madhuvan Store AREA Jasonath Chowk Nirmal Nagar NIrmal Nagar NIrmal Nagar Bhayani Ni vadi Bhayani Ni vadi Shastri Nagar Shastri Nagar Kalanala Madhavdeep Madhavdeep Madhavjyot Kalubha Road Kalubha Road Kalubha Road Kalubha Road Vidhya Nagar Vidhya nagar Sahakari hat Sahakari hat Sahakari hat Madhav Hill Opp. Dr. House Kalanala NationalLojedel Pirchhalla Sheri Anantvadi Anantvadi VirabhadraShop Devubag 17 .

T. Dhanalaxmi Store 67. Ashirvad Pan Parlour 56. Nag. Khodiyar Ice Cream 63. Das Pendavala 43. Circle Sar. Jainam Provision Store 66. Market Bhidbhanjan Bhavnagar Para Press Quarter S. Amul Parlour 58. Exchange Jamadar Sheri Main Bazaar Undi Vakhar Khar Gate Khar Gate Khar Gate Nanbha Sheri Rupam Chowk Business Centre Vege. Workshop Fulsor Fulsor Fulsor Chitra Chitra Chitra Chitra Desai Nagar Press Quarter Sar. Shakti General Store 34. Ravi Provision Store Devubag Devubag Devubag Devubag Tele. Vishwas Bakery & Store 60. Poonam Pan Parlour 54. Muni Pendavala 42. Sita General Store 61. Tulsi Colddrink 55. Khodiyar Milk Dairy 52. Mehta Jethalal 41. Avani Provision Store 38. Circle Sindhu Nagar Rupani Circle Rupani Circle Gogha Circle 18 . Hari Om Provision Store 50. Akshar Cream Parlour 36. Circle Sar. Bhagavati Pan Parlour 59. Raj Ashapura Milk Parlour 51. Muralidhar Pan Parlour 49.33. Shiv Colddrink 47. Bharati Provision Store 48. Dessert Parlour 37. Dharmik Milk Agency 44. Samarth Juice Centre 62. Nag. Shri Ram Lassi Centre 35. Ashapura Parlour 64. Shreeji Parlour 40. Nag. Amar Enterprise 53. Amar Provision Store 65. Adarsh Sweet Mart 39. Gayatri General Store 57. Krishna Dairy 46. Prakeshkumar Mohanlal 45.

68. Prashant Provision Store 89. Food Zone 98. Jalaram Provision Store 96. Sadguru Pan Store 88. Sugand Ghar Gogha Circle Gogha Circle Gogha Circle Gogha Circle Gogha Circle Muni Dairy Ambavadi Muni Dairy Muni Dairy Muni Dairy Muni Dairy Suvidha Townsh Suvidha Townsh Ring Road Gogha Jakatnak Gogha Jakatnak Gogha Jakatnak Gogha Jakatnak Ram Mantra Ma Ram Mantra Ma Ram Mantra Ma Ram Mantra Ma Lakhubhai Hall Lakhubhai Hall Lakhubhai Hall Lakhubhai Hall Bhagavati Park Sagavadi Top-3 Cinema Top-3 Cinema Opp. Amarlal Bakery 71. Kamal Store 70. Mukeshkumar Popatlal Store 86. Gayatri Pan House 99. Shri Ramkrishna Dairy Farm 92. Anmol Bakery 72. Shivshakti Colddrink 82. DSP Offic Divanpara Road Navapara Chow Nagar Pole Vora Bazaar 19 . Sitaram General Store 95. Satnam Provision Store 73. Shri Laxmi Provision Store 91. Vadavali Ice Cream Centre 83. Shri Nanak Bakery 101. Haridarshan Provision Store 69. Sitaram Provision Store 93. Ratnadeep Provision Store 80. Padmavati Provision Store 81. Pandya Provision Store 94. Ashok Provision Store 87. Jagadish Provision Store 74. Shri Sriyajin Provision Store 90. Deepa General 85. Top-3 Juice Parlour 97. Uttam General Store 78. Lucky Bakery Store 102. Tirupati Ice Cream Centre 76. Khodiyar Dairy Farm 77. Sahin Provision Store 79. Mahalaxmi Lassi Centre 75. Himalaya Ice Cream Parlour 100. Chamunda Provision Store 84.

125. 118. 127.103. 121. Blood Ban Shishuvihar Cir. 108. 126. 104. 123. Shishuvihar Cir. 105. 130. Bus Stop Gayatri Nagar Gayatri Nagar Gayatri Nagar Gayatri Nagar Gayatri Nagar Ring Road Devaraj Nagar Cresent Circle Cresent Circle Meghani Circle Rubbery Factory Don Chowk Don Chowk Don Chowk Don Chowk Don Chowk Diamond Chow Opp. 137. 113. 112. 124. 114. Royal Bakery Sadguru Bakers & Cake Shop Bhagavati Provision Store Nilakantha Provision Store Amar Provision Store Pancharatna Provision Store Doli Pan Store Ramdev Colddrink Paras General Store Dev Provision Store Bombay Fastfood Shrinivas Provision Store Om General Store N X Zone Parth General Store Vijay Provision Store Sadgurukrupa General Store Krishna Lassi Parlour Krishna Colddrink & Pan Parlour Bhagyalaxmi Provision Store Akshar Provision Store Lucky Provision Store Nazaf Store Santosh Pan Parlour Rajchamunda Bakery Khodiyar Restaurant Sunny Provision Store Cash & Carry Ankur Consumer Shriji Consumer Novelty Bakery Shreenathaji Provision Store Tulsi Provision Store Famous Amul Parlour Ami Provision Store Divanpara Road Shrinathaji Naga 12 no. 120. 131. 111. 128. 116. 107. Prabhudas Talav Bordi Gate Dipak Chowk Last Bus Stop Talaja Road Talaja Road Talaja Road Talaja Road Hill Drive Sanskar Mandal Sanskar Mandal Sanskar Mandal 20 . 134. 136. 135. 110. 109. 115. 106. 122. 132. 119. 129. 117. 133.

145. 149. 139. 150. 142. Sindhu Nagar Sindhu Nagar Sindhu Nagar Sindhu Nagar Sindhu Nagar Atabhai Road Atabhai Chowk Atabhai Chowk Atabhai Chowk Opp.Devumatem. 143. Centralsalt 21 . 141. 144. 147. 146. 148. Shraddha Provision Store Shree Ramkrishna General Store Madhur Consumer Store Gopal Bakery Shankar Provision Store Ramdev Cold drink Sadguru Provision Store Ramkrishna General Store Dharmendra Provision Store Yash Consumer Store Rajshakti Parlour King Bakers & General Store Goodluck General Store Sanskar Mandal Sanskar Mandal Op. 140.138.

SAMPLE PROFILE OF CONSUMERS NAME 1. Mr.Amit K. Derara 2. Mr.Abhishek Gupta 3. Mr.Nitin Patel 4. Mr.Manoj Gohil 5. Mr. Jaydee Rav 6. Mr. Jay Patel 7. Mr. Nirav Gajjar 8. Mr. Tarang Sachaniya 9. Mr. Rajesh Dabhi 10. Mr. Haradevsinh Gohil 11. Mr. Rajesh Lathiya 12. Mr. Vipul Desai 13. Mr. Jignesh Gadhi 14. Mr. Khodabha Kanani 15. Mr. Kishore Kamaliya 16. Mr. Rajesh Khimanee 17. Mr. Chirag Desai 18. Mr. Jitendra Solanki 19. Mr. Haribhai Bhatt 20. Mr. Bhavesh Patel 21. Mr. Raju Raychura 22. Mr. Chandresh Jadav 23. Mr. Javerbhai Mavani 24. Mr. Paresh Thakkar 25. Mr. Chirag Solanki 26. Mr. Bhavesh Rathod 27. Mr. Jagdish Rathod 28. Mr. Nayan Mongia 29. Mr. Bharat Pathak 30. Mr. Bhavin Lakhani 31. Mr. Dharmendra Pandya 32. Mr. Dhiren Pathak 33. Mr. Kuldeepsinh Gohil 34. Mr. Haradevsinh Gohil 35. Mr. Nikhilesh Dixit 36. Mr. Jignesh Mehta 37. Mr. Vishalsinh Gohil ADDRESS Kalubha Chowk Waghawadi Road Mahavir Palace Nirmal Nagar Mahavir Palace Hill Drive Ahmedabad Kalvibid Vijayraj Nagar Kalvibid Kalvibid Pirachhalla Sheri Rajkot Boratalav Sindhunagar Sindhunagar Sindhunagar Gayatrinagar Kalvibid Kalubha Chowk Kalanala Chowk Kalvibid Fariyadka Jail Road Bharatnagar Gogha Road Kumbharvada Kanbivad Tulsi Park Ayodhyanagar Sitaramnagar Sagwadi Ambala-Sihore Tana-Sihore Press Quarter RLY Stadium Col. Ambala-Sihore
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38. Mr. Kalpesh Parekh 39. Mr. Dhirubhai Kataria 40. Mr. Nirmal Shethwala 41. Mr. Rajanikant Kataria 42. Mr. Viral Viradia 43. Mr. Rajiv Viradia 44. Mr. Dinesh Vala 45. Mr. Dixit Shethwala 46. Mr. Dhirubhai Wala 47. Mr. Yogesh Raval 48. Mr. Rajesh Patel 49. Mr. Sunil Joshi 50. Mr. K.V. Rana 51. Mr. Kamlesh Patel 52. Mr. Ramanik Soni 53. Mr. Himmatlal Harasora 54. Mr. Bipinsinh Shah 55. Mr. Hariprasad Raval 56. Mr. Bharat Agheda 57. Mr. Vikramsinh Raval 58. Mr. Nitin Solanki 59. Mr. Pradeep Solanki 60. Mr. Manhar Maru 61. Mrs. Kailash Vegal 62. Mrs. Jaya Beladiya 63. Mrs. Champa Limbani 64. Miss Shital Chavada 65. Mrs. Hansaben Chavada 66. Miss Divya Chavda 67. Miss Silky Dhameja 68. Mrs. Kokila Dave 69. Miss Dhruti Mehta 70. Dr. N. A. Raninga 71. Mrs. Kumud Raval 72. Mrs. Ruksana Panjawani 73. Mrs. Uma Mehta 74. Mrs. Magna Makwana 75. Miss Asmita Mandaliya 76. Miss Aarti Patel 77. Miss Dhara Patel

Subhashnagar Kalvibid Shivnagar Kalvibid Rajkot Rajkot Kalvibid Shivnagar Bharatnagar Mohannagar-Sids. Shantinagar Kalvibid Kalvibid Hill-Drive Hari-Om Nagar Devubag Sanosara Sanosara Budhel Sagwadi Kumbharwada Kumbharwada Kumbharwada Amar Society Amar Society Amar Society Khodal Chowk Amar Society Amar Society Sindhunagar Gogha Circle Sanskar Mandal Hill Drive Ram mantra Mandir Talaja Road Rubber Factory Circle Kalvibid Vadva Chora Vijayrajnagar Vijayrajnagar
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78. Miss Priti Patel 79. Mrs. Divyaba Jadeja 80. Miss Janki Patel 81. Mrs. Neeta Makwana 82. Mrs. Bhavana Kawa 83. Mrs. Manjula Makwana 84. Miss Deepti Rathod 85. Mrs. Madhuri Solanki 86. Miss Priyanka Pandya 87. Mrs. Nandu Solanki 88. Miss Tejal Jani 89. Mrs. Ila Oza 90. Mrs. Kailash Vegad 91. Mrs. Rachana Gohil 92. Mrs. Hetal Gohil 93. Miss Sunita Budhadev 94. Miss Khanjan Vhara 95. Miss Bansi Pandya 96. Mrs. Bharati Boricha 97. Mrs. Hansa Makwana 98. Mrs. Kantu Makwana 99. Mrs. Ranjan Makwana 100.Mrs.Nirmala Boricha

Subhashnagar Opp. Central Salt Hill Drive Hill Drive Hill Drive Ridhi Park Gayatrinagar Kumbharwada Rubber Factory Circle Kumbharwada Kanabivad Saradarnagar Kumbharwada Sahakarnagar Sahakarnagar Vijayrajnagar Devarajnagar Shivaji Circle Kumbharwada Kumbharwada Kumbharwada Kumbharwada Kumbharwada

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[ ] (E) Other reasons. Do you think that the packaging of “Amul Kool Flavoured Milk” is attractive? (A) Yes [ ] (B) No [ ] 12. Why do you not keep “Amul Kool Flavoured Milk”? (A) As distributors still not approach you. How do you come to know about “Amul Kool Flavoured Milk”? (A) By distributors [ ] (B) By customers [ ] (C) By other shopkeepers [ ] (D) Others [ ] 4. [ ] (D) You do not get regular supply/service. Do you think that logo of “Amul” is required to increase the sale of “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 25 . How much stock do you keep approximately? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 11. Do you keep “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 5. How many bottles do you sell in a month? (A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ] 7. Retailers view about why consumers do not buy “Amul Kool Flavoured Milk”? (A) Unawareness about product. [ ] (B) Customers do not buy this product. Do you know about “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 3. [ ] (B) Does not like taste. Do you keep Amul’s products? (A) Yes [ ] (B) No [ ] 2. Which kind of flavor is the most popular in your shop? (A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ] 6. [ ] (D) Other reasons.QUESTIONNAIRE FOR RETAILERS SHOP NAME: AREA: ADDRESS: 1. [ ] 9. [ ] (C) Higher Price. [ ] (C) You feel that this product will not sale. [ ] 10. Did you keep “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 8.

[ ] (C) Cheaper than other products. How much profit do you get on other products? (A) Less than “Amul Kool Flavoured Milk [ ] (B) Same as “Amul Kool Flavoured Milk [ ] (C) More than “Amul Kool Flavoured Milk[ ] THANK YOU 26 . [ ] (B) Good taste. [ ] 14. Which is the most popular brand at your shop? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ] (C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ] (E) Other [ ] 18.13. Do you get sufficient stock of the product? (A) Yes [ ] (B) No [ ] 16. [ ] (B) Change in the taste. What are your ideas about to increase the sale of “Amul Kool Flavoured Milk”? (A) Price should be decreased. [ ] 15. Why do people buy “Amul Kool Flavoured Milk”? (A) Better quality. [ ] (D) Hobby [ ] (E) Other reasons. [ ] (D) Other ideas. Which other brands do you keep? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ] (E) Other brands 17. [ ] (C) Improvement in the promotion system.

By which media of advertisement you knew about “Amul Kool Flavored Milk”? (A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ] 5. Do you know about “Flavoured Milk? (A) Yes [ ] (B) No [ ] 2.QUESTIONNAIRE FOR CONSUMERS CONSUMER NAME: ADDRESS: AGE: 1. Do you know about “Amul Kool Flavor Milk”? (A) Yes [ ] (B) No [ ] 3. Why do you buy “Amul Kool Flavoured Milk”? (A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [ (D) Branded company [ ] (E) Other reasons [ ] 7. Which other brands do you buy? (A) Amul Kool [ ] (B) Amul Kool Thandai [ ] (C) Amul Kool Chocolate Milk [ ] (D) Other product [ ] 11. Do you buy “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 6. Which flavor do you like most in the “Amul Kool Flavoured Milk”? (A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ] 8. Did you buy “Amul Kool Flavoured Milk”? (A) Yes [ ] (B) No [ ] 10. Why do you not buy “Amul Kool Flavoured Milk”? (A) Unawareness [ ] (B) Don’t like taste [ ] (C) Higher price [ ] (D) Other reasons [ ] 9. Which brand do you like most? (A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ] (C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ] THANK YOU ] 27 . How did you come to know about “Amul Kool Flavoured Milk”? (A) By friends [ ] (B) By relatives [ ] (C) By shopkeepers [ ] (D) By advertisement (E) Others [ ] 4.

DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE 1.00% 94.00% 6. 28 .00% Yes No Out of 150 retailers. Do you keep Amul’s products? Yes No 94. 94% (141) retailers keep Amul’s products and only 6% (9) retailers do not keep Amul’s products.00% 6.

2. 80.33% 80.33% (29) retailers do not know about the product. Do you know about “Amul Kool Flavoured Milk”? Yes No 80.67% (121) retailers know about Amul Kool Flavoured Milk and 19.F. needs to go for aggressive marketing strategies to get attention in the market.C.67% Yes NO Out of 150 retailers.33% Awareness of "Amul Kool Flavor Milk" 19.67% 19. So the G. 29 .M.M.

88% 14.05% Mode of awareness to retailers 14.88% By other shopkeepers 14.05% 13. so other modes of communication needs to be exercised properly for creating more awareness among retailers.85% (70) retailers were come to know about the product by distributors.85% 13. How do you come to know about “Amul Kool Flavoured Milk”? By distributors By customers Others 57. majority 57.22% 14. 30 .22% Distributor Customers 57.3.85% Other shopkeepers Others From the entire sample retailers.

11% (57) retailers keep “Amul Kool Flavoured Milk.11% 52.11% 52.4. needs to advertise its product.C. 31 .M.89% Yes No As it can be seen in the graph that majority of the retailers do not keep “Amul Kool Flavoured Milk.” Only 47.” So the G. Do you keep “Amul Kool Flavoured Milk”? Yes No 47.89% Do you keep "Amul Kool Flavor Milk"? 47.M.F.

F.88% and Elaichi is the 2nd most popular flavor in the Bhavnagar city. needs to .M. Which kind of flavor is the most popular in your shop? Kesar Rose Elaichi 50.88% 21.88% Kesar Rose Elaichi 21. 32 So the G.M.07% 50.07% Most popular flavor 28.5. advertisement for the flavor of Rose and Mango. Kesar is the most popular 50.C.05% Out of 4 flavors of the product.05% 28.

30% 33 .03% Bottles sold in a month 14. How many bottles do you sale in a month? 1 to 5 6 to 10 66.30% More than 10 14.67% 19.03% 66.6.67% 1 to 5 6 to 10 More than 10 19.

06% Yes No 66.94% 34 .94% 33.57 retailers keep “Amul Kool Flavor Milk”. 6 to 10 bottles can be sold by 11 retailers in a day. Did you keep “Amul Kool Flavor Milk”? Yes No 66. out of them 66. 7.67% (38) retailers can sale the bottles 1 to 5 in a day.06% Retailers who were kept earlier 33.

You do not regular supply.F. Feel that this product will not sale.M.25% 29.06% (40) retailers were not keeping “Amul Kool Flavor Milk”. Other reasons. Why do you not keep “Amul Kool Flavor Milk”? Distributors still not approach you.25% Dist. Customers do not buy this product. 66. Not approached you Customers don't buy feel that this product will bot sale don’t get teguler supply other reasons 35 . 8. So the G.Out of 121 retailers.25% 6.69% 54.69% 6.M.13% 29.C.94% (81) retailers were keeping and 33.69% 6. needs to advertise its product.25% 6.36% Reasons for not keeping the product 3. 3.13% 54.

Unawareness about the product.M. So the G. Do not like taste.97% Unawareness about product Does not like taste 6. 9.97% 6.07% Higher Price Other reasons 36 .36% Perception of Retailers about not buying the product by consumers 17. Retailers view about why consumers do not buy “Amul Kool Flavor Milk”.69% (35) retailers do not keep the product due to customer do not purchase this product. Other reasons.F.61% 52. 54.07% 17.M.C. Higher price .36% 29. needs to advertise its product. 29.Out of 64 retailers.61% 52.

52. customers do not buy this product.21% STOCK OF THE GOODS 8.97% (29) retailers say that they are not aware about the product.07% (63) retailers say that due to higher price.As per the retailers view.77% 7. Where as 23.02% 84.02% 1TO 5 6TO10 More than 10 84.77% 7. So there is need of advertisement. How much stock do you keep approximately? 1 to 5 6 to 10 More than 10 8. 10.21% 37 .

Where as 8. Do you think that the packaging of “Amul Kool Flavor Milk” is attractive? Yes No 71. 84.21% (48) retailers keep more than 10 bottles in the stock.10% 71.90% Yes No 38 .77% (5) retailers keep 1 to 5 bottles in the stock.Out of 57 retailers.10% Is packaging of the product is attractive? 28. 11.90% 28.

58% Requirement of "Amul" logo.42% 30. 71. Do you think that the logo of “Amul” is required to increase the sale of the product? Yes No 69. 30.Out of 121 retailers. So the packaging of the “Amul Kool Flavor Milk” is attractive.90% (87) retailers say that the packaging of the product is attractive. 12.58% Yes No 69.42% 39 .

Out of 121 retailers.60% Price should be decreased Change in the taste 9.58% (37) retailers say “no”.09% Improvement in the promotion Other ideas 40 . 13.42% (84) retailers say “yes” and 30.30% Ideas to increase the sale 3.01% 3.01% 68. So the logo of “Amul” is required to increase the sale of the product.60% 9.30% 19.09% 19. majority of the retailers 69. What are ideas about to increase the sale of the “Amul Kool Flavored Milk”? Price should be decreased Change in the taste Improvement in the system Other ideas 68.

60% (83) retailers say that the price should be decreased and 19.M. should advertise to increase the sale of the product. 14.48% 18.M. So the G.20% Other reasons 41 .18% Reasons of buying the product by customers 18.Majority of the retailers 68.14% 56.48% Better quality Good taste Cheaper than other products Hobby 23. Why do people buy “Amul Kool Flavor Milk”? Better quality Good taste Hobby Other reasons 56.F.01% (23) retailers are in favor of improvement in the promotion strategy.20% 23.C.14% 2.18% 2.

Do you get sufficient stock of the product? Yes No 92.98% 42 .56.98% 7. 15.14% (28) retailers say about good taste. 23.02% Sufficient stock of the product 7.20% (68) retailers believe that the consumers buy this product because of better quality.02% Yes No 92. So the quality of the product is good.

C.36% 43 .32% Amul Thandai Rajwadi mast Amul kool choclate milk other brands9 29.32% 29.M.98% (53) retailers are getting sufficient stock of the product. 16.00% Amul kool 43.36% 9.F. So the production management of the G.17% 18.17% Amul Kool Chocolate Milk 18.Majority of the retailers 92.M.35% 0. is good.35% Other brands kept by shopkeepers 9. Which other brands do you keep? Amul Kool Amul Kool Thandai Other brands 43.

94% 40.94% 40.35% (20) retailers are keeping “Amul Kool Flavor Milk”.12% (47) retailers keep “Amul Kool” while 29.00% 6.67% 11.28% 41. 17.67% 44 . Which is the most popular brand at your shop? Amul Kool Chocolate Milk Amul Kool Amul Kool Flavor Milk Other brands 6. 43.11% 0.11% Most popular brand 11.36% (32) retailers keep “Amul Kool Thandai” while 18.Out of 109 retailers.28% Amul Kool Chocolate Milk Amul Kool Amul Kool Flavored Milk Rajvadi Mast Others 41.

38% Less than "Amul Kool Flavor Milk" Same as "Amul Kool Flavor Milk" More than "Amul Kool Flavor Milk 45 .Out of 72 retailers.46% 15.46% 46.15% 15.” While the “Amul Kool” is the 2nd most popular brand. 18. How much profit do you get on other brands? Less than “Amul Kool Flavor Milk” Same as “Amul Kool Flavor Milk” More than “Amul Kool Flavor Milk” 38.67% (30) retailers say about “Amul Kool Flavor Milk. 41.38% 46.15% Profit margin on other brands compare to "Amul Kool FlavorMilk" 38.

Out of 39 retailers. 46. Do you know about “Flavor Milk”? Yes No 74% 26% Awareness of “Flavor Milk” 26% Yes No 74% 46 .15% (18) retailers are getting profit more than “Amul Kool Flavor Milk” while 15.38% (6) retailers are getting same as “Amul Kool Flavor Milk.” DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR 1.

” So the G. 2.Out of 100 consumers.C.F. Do you know about “Amul Kool Flavor Milk”? Yes No 74% 26% Awareness of “Amul Kool Flavor Milk” Awareness Aa 26% Yes No 74% 47 . should advertise for product to increase the level of the awareness and sales of the product. 74% (74) people know about “Flavor Milk” and 26% (26) people do not know about “Flavor Milk.M.M.

51% 9. 3.M.C.57% 8. should advertise to increase the level of awareness and sales of the product.46% 38.M.57% 48 .” So the G.29% Know about “Amul Kool Flavor Milk” 8.11% By advertisements 34.F. 74% people know about “Amul Kool Flavor Milk” and 26% people don’t know about “Amul Kool Flavor Milk.51% 9. How did you come to know about the “Amul Kool Flavor Milk”? By friends By relatives By shopkeepers Others 13.29% 13.11% 34.46% By relatives By shopkeepers By advertisement Others By friends 38.Out of 100 consumers.

C. 4. By which media of advertisement you knew about “Amul Kool Flavor Milk”? Newspapers 20. 38.83% 49 .Out of 74 consumers.00% 20.M.83% 8.57% (27) consumers have come to know about the product by shopkeepers and 34.33% 25.M. needs more advertisement to increase the sale of the product.00% Media of advertisement 25. So the G.83% Television Magazine Others 45.33% Newspaper Television Magazine Others 45.F.83% 8.29% (24) people have come to know by advertisement.

should increase the advertisements. 5.97% Yes No 77. So the G.83% (11) consumers have known by television and 8.97% Buying of the product 22. Do you buy “Amul Kool Flavor Milk”? Yes No 77.C.03% 50 .33% (2) consumers have known by magazine.Out of 24 people who have come to know about this product.03% 22. from them 45.M.M.F.

So the G.F.M.04% 0.37% 1.03% (57) consumers buy this product and 22.00% Reasons of buying the product 0. should launch beneficial strategy for the consumers to increase the sale of this product. Why do you buy “Amul Kool Flavor Milk”? Good quality Good taste Cheaper than other product Branded company Other reasons 36.37% 51 .04% 1. 77.75% 36.C.Out of 74 consumers. 6.84% Good quality Good taste Cheaper than other product Branded company Other reasons 47.75% 14.00% 14.M.84% 47.97% (17) consumers do not buy this product.

77% 35. Which flavor do you like most in the “Amul Kool Flavor Milk”? Rose Mango Elaichi Kesar 19.84% 8.77% Rose Mango Elaichi Kesar 35.84% Flavor like most in the “Amul Kool Flavor Milk” 19.30% 36.30% 8. 7.09% 52 .37% (27) consumers buy because of good taste and 14. 36. 47.09% 36.04% (8) consumers purchase because of branded company.Out of 57 consumers.84% (21) consumers buy because of good quality.

47% 2. 35.30% (11) consumers like rose and 8.Out of 57 consumers. 19.84% (21) consumers like Kesar. Why do you not buy “Amul Kool Flavor Milk”? Unawareness Don’t like taste Higher price Other reasons 60.32% 11.58% Unawareness Don't like taste Higher price Other reasons 11.32% 60. So Kesar is the most popular flavor in Bhavnagar city.63% 25.77% (5) consumers like mango.09% (20) consumers like Elaichi.63% 2.47% 53 .58% Reasons of not buying the product 25. 36. 8.

03% Did you buy “Amul Kool Flavor Milk”? 27. 60.Out of 43 consumers. Did you buy “Amul Kool Flavor Milk”? Yes No 72.03% Yes No 72.97% 54 .58% (11) consumers do not buy because of other reasons and 11.97% 27.47% (26) consumers do not buy because of unawareness. 9.63% (5) consumers do not buy because of higher price. 25.

02% 38.Out of 74 consumers.32% Amul Kool Amul Kool Thandai Amul Kool Chocolate Milk Other product 7. 72.77% Other brands purchased by consumers 8.60% 55 .97% (54) consumers are loyal consumers of this product.03% (20) consumers were not buying this product in the past. 10.60% 8.02% 38. And the 27.77% 26.32% 7. Which other brands do you buy? Amul Kool Amul Kool Thandai Amul Kool Chocolate Milk Other product 26.

15% 3.45% 15. Which brand do you like most? Amul Kool Chocolate Milk Amul Kool Flavor Milk Amul Kool Amul Kool Thandai Others 30.03% 6.Out of 57 consumers.03% 15.15% 30.30% Amul Kool Chocolate Milk Amul Kool Flavor milk Amul Kool Amul Kool Thandai Others 45.45% 56 .60% (22) consumers buy Amul Kool Chocolate Milk. 26. 38.30% 45.06% Brand like most 6.32% (15) people buy Amul Kool and 19. 11.06% 3.30% (11) people do not buy any product except Amul Kool Flavor Milk.

30.” MARKET POTENTIAL OF THE PRODUCT Bottles sold in a month by 57 retailers.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people like Amul Kool Thandai. 45. 57 = 190 Total 114 88 104 306 . So. 190 retailers keep this product. 306 * 12 = 3672 Approximately 3672 bottles may be sold in a year. how many keep this product? 500 * 57 150 Out of 500 retailers of the Bhavnagar city.Out of 66 consumers. Total retailers of the Bhavnagar city who keep this product Out of 150 retailers. out of 500. Total Bottles sold in a year by 57 retailers. So most of the people like “Amul Kool Flavor Milk. Approximately 1 to 5 6 to 10 More than 10 Middle Value 3 8 13 Retailers 38 11 8 Total Approximately 306 bottles may be sold in a month.45% (30) consumers like Amul Kool Flavor Milk most. only 57 keep this product.

Out of 100. Now we will find the total consumers of this product in the Bhavnagar city. and C class to whom we will select. 500. 83. B. 50. Here we will divide the total bottles sold in a year with the consumers. Out of 74 people.Total bottles sold in a year by 190 retailers.000 * 49 100 Out of the total population. 3672 * 190 = 6. B. 500 * 57 = 2. 83. how many we should select? 7. 18% are belong to class B. 22% are belong to class D and 29% are belong to class E. we will select only 49 So. Out of these 74 people. 67. Out of them.000. and C class of the total population that is 49%. Frequency of the consumers to buy the product. 074 74 2. Now in my research work. 67. 500. 21% are belong to class C. 074 people buy this product. we will select 3. Total consumers in the city. 57 are the consumers of this product. 57 buy this product Then out of 3. out of 7. In that 74 people are belonging to A. 97.680 Here the total population is 7. Here we will count only A. = 3. 10% are belong to class A. 67. 67. So. 50. 50. 500 58 . how many buy this product? 3. the sample size of the consumers is 100. 000 in the city.

”  From the survey it was found that only 47. FINDINGS & CONCLUSION  During the survey. 83. more than 77% people buy this product.33% retailers are unaware about the “Amul Kool Flavor Milk.”  Generally people buy the product because of better quality and brand name.  Kesar is the most popular flavor in the “Amul Kool Flavor Milk. 074 So we have found that the frequency of the consumers is 2. it was found that still there 19. the consumer buys 5 bottles.6.  74% people are aware about this product in Bhavnagar city.  From the awareness level. more than 47% people buy this product because of good taste. 97.  Advertisement should be given to increase the level of awareness and sale of the product.  From the consumers view.  The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the 2nd most popular brand in the Bhavnagar city. 59 . 680 = 2.46 2. That means every 2 years.” Because customers do not buy the product according to the retailers.  The price of the product is very high as compare to its quantity of the product.46 per year.11% retailers keep “Amul Kool Flavor Milk.

etc. the following recommendations regarding “Amul Kool Flavor Milk”.M.C. So the price should be decreased to increase the sale of the product. to increase the sale of the product.  The total consumers in the city are 2. the consumer buys 5 bottles. SUGGESTIONS In order to maintain and increase the sales in the city of Bhavnagar.F. should advertise for the product to increase the awareness level and sales of the product. The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a year is 6.M.  The price of the product is so high.C.M. 680. 60 . particularly regarding promotional policies is hereby suggested.M. 83. should launch beneficial schemes like 2+1 or 4+1. 97.F.  The G.  The G. 074 and after every 2 years.

 The respondents were not very comfortable while revealing their correct usage pattern. 61 .LIMITATIONS  Limited time available for interviewing the respondents. no cause they may feel that they would be called or visited again and again.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. As a result of this it was not possible to gather full information about the respondents.  Non-cooperative approach and rude behavior of the respondents.

amul. Research Methodology by C.BIBLIOGRAPHY 1.R. www. Kothari 2.google . www.com 3.com 62 .

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