A

Summer Training Report

On
CUSTOMER BUYING BEHAVIOUR TOWARDS AMUL-ICECREAM

Submitted in partial fulfillment of the requirements for the degree of

Bachelor of Business Administration (BBA)
Kurukshetra University, Kurukshetra

Under The Guidance of:

MRS. Anamika

SUBMITTED BY:
APRAJITA
B.B.A 5th sem.

Department of Management Studies

Kurukshetra Institute of Technology & Management
Pehowa Road, Bhor saidan
Kurushetra-136118

CERTIFICATE
Certified that this project entitled CUSTOMER BUYING BEHAVIOUR MOTIVES
TOWARDS AMUL-ICECREAM is a record of project done independently by Aprajita
Sharma under my guidance and supervision and that it has not previously formed the basis for
the award of any degree, fellowship or associate ship to her.

Date: 5th June, 2013 15th July 2013

DECLARATION

I hereby declare that this report entitled Consumer Buying Behavior of Amul ice creams
Submitted in partial fulfillment for the award of Bachelor of Business Administration to
Kurukshetra Institute of Technology and Management Kurukshetra is a record of independent
research work carried out by me.
I also declare that this report is a result of my own efforts and has not been submitted earlier for
the award of any degree or any other University.

APRAJITA

ACKNOWLEDGEMENT

There is always a sense of gratitude which one express to other for the helpful and ready service
they render during all work at life. I gratefully acknowledge the inspiration encouragement,
guidance, help and valuable suggestions receipt from the following well-wishers:
I express my sincere thanks to the Management of AMUL Ghaziabad (UP)
Unit for giving me an opportunity to do the Summer Internship from their esteemed
organization.
We take this opportunity to express our deep sense of gratitude and appreciation to our project
guides Mr.Mudgal & Mr.Shantanu Shukla for their assistance, motivation and being a continual
source of encouragement for us.
We are also thankful to Mr. B.S. Aggarwal {Distributor) for his support and continuous
guidance.
This project would not have been possible without the continuous supervision of our faculty
members. Their Technical know-how helped me to overcome the various snags I faced during
my project report.
I would also like to thank my family, friends and all members of AMUL without whose
motivation and cooperation I would never be able to complete this project.

APRAJITA.

PREFACE

For a deep inclination into the managed concepts, practical training is an important task.
Theoretical knowledge without practical knowledge is of little value. Theoretical knowledge
gives us the fundamental concepts of management and practical training teaches us those tacts
and skills which are successfully employed to capture todays competitive market. Theoretical
lectures must be correlated with practical training to make learning process more effective and to
provide a plate form to judge and apply theoretical knowledge to practical situation. Practical
training thus plays an important role in developing and sharpening ones skills in the field of
business management and administration. I prepared this report for my two year course in
Bachelor of Business Administration.
In accordance with the requirement of BBA course. I have done my dissertation on the topic
Consumer Buying Behaviour towards Amul Ice- cream.

Table of Contents
Chapters

Title

Page No.

CERTIFICATE
PREFACE
ACKNOWLEDGEMENT
DECLARATION
1.
1.1
1.2
1.3

INTRODUCTION
Introduction to Topic
Industry Profile
Company Profile

1
2-7
8-12
13-29

1.4

Objective of study

30

2.

RESEARCH METHODOLOGY

31-34

3.

Data Analysis and Interpretation

35-45

4.

FINDINGS,

SUGGESTIONS

CONCLUSION
BIBLIOGRAPHY
ANNEXURE

& 46-49

BIBLIOGRAPHY

BIBLIOGRAPHY

Books Referred:
Marketing Management by Phillip Kotlar
C.R KOTHARI, Reasearch Methodology
Consumer Behaviour by S.L Gupta
Consumer Behaviour by Shiffman.
Marketing Management by V.S Ramaswamy

Search Engine Used:

www.google.com

Websites used:
www.amul.com
www.managementparadise.com

Other Reference used:

Annual Report of Amul 2009-2010.

Newspapers:
Times of India.
Hindustan Times.

ANNEXURE

QUESTIONNAIRE
Personal Profile:
a.Name:

-----------------------------------------------

b.Address:

---------------------------------------------

c.Sex:
d.Age:

[Male]

[Female]

-------------------------------------------------

e.Occupation:

[Self-Employed]

[Professional]

[Student]

[Housewife]

Q.1Do you know about fruity nutty pack of Amul ice-cream?

a.Yes

b.No

Q.2What is your opinion about this offer?

a.Outstanding

b.excellent

c. good

d. Average

Q.3What is the most important factor while buying an Amul product?

a. Quality

b. Price

c. Service.

Q. 4 How did you come to know about the Amul product?

a.By friends/family
c. Press Ads

b. Direct mailers
d.T.V ads

Q.5 What Ice-cream flavors do you like?

a. Vanilla
c. strawberry

b. Butterscotch.
d. other.

Q.6. Can you recall AMUL ice-cream advertisement?

a. Yes

b. No

Q.7. Are you satisfied with the quality of the product?

a.Yes

b.No

Q.8. How often do you buy Amul ice cream?

a. Daily
c. Weekly

b. Monthly
d. Occasionally

Q9. Any Suggestion?

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Thanks for your co-operation