The Taste of India

Chapt Title er no. General Introduction 1
• Introduction to the Topic • Profile of the Industry • Company Profile • Product Profile

Page no. 5 5 7 11 19 25 28 37 60

2 3 4 5

Theoretical Background of the Study Design of the Study Analysis & Interpretation Findings, Suggestions & Conclusions Annexure: a) Bibliography b) Questionnaire



The Taste of India

List of Tables: Table no. 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 Contents
Classification of Customers Based On Sex Analysis of Occupation of the Respondents Analysis of Monthly Income of the Respondents Analysis of Factors to Buy AMUL Milk and Milk Products Opinion of the Respondents Regarding Quality Analysis of Consumption of Average Milk per Day Analysis of Purchase Duration of the AMUL Milk & Milk Products Analysis of Rating Towards AMUL Milk & Milk products Analysis of problems in Amul Milk Products Analysis of Availability of Products from Dealers Analysis of Value for Money Paid by the Respondents Analysis of Recommendations

Page no. 33 35 36 38 39 40 42 43 45 46 48 49


The Taste of India

List of Graphs: Graph no. 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 Contents
Classification of Customers Based On Sex Analysis of Occupation of the Respondents Analysis of Monthly Income of the Respondents Analysis of Factors to Buy AMUL Milk and Milk Products Opinion of the Respondents Regarding Quality Analysis of Consumption of Average Milk per Day Analysis of Purchase Duration of the AMUL Milk & Milk Products Analysis of Rating Towards AMUL Milk & Milk products Analysis of problems in Amul Milk Products Analysis of Availability of Products from Dealers Analysis of Value for Money Paid by the Respondents Analysis of Recommendations

Page no. 34 35 37 38 40 41 43 44 46 47 49 50


Head of the Department of Management Studies for their constant guidance and assistance throughout this study.. I also express my sincere thank to Mrs………………. principal of vidyavahini first grade collage tumkur for his encouragement throughout the course of this study. vidyavahini first grade collage .The Taste of India ACKNOWLEDGMENT I would like to take this opportunity to express my since gratitude to all those who guide me in right direction to complete this report. I also take this opportunity to thank Prof…………. I express my deep sincere gratitude to mr…………………. I would like to thank my respondents for sparing their precious time to answer my questionnaire and giving me the valuable information I needed. Finally my sincere thanks to my parents and to my entire friend to their support and motivation throughout the project.. VFGC. Last but not the least.D.Trivadi administrative officer of Amul for giving proper guidance of the project and also thanks to Amul to give me the opportunity for doing project work. I also express my sincere thank to Mr.. for his constant guidance and assistance throughout this study. G. lecturer Department of Management Study. T G Ganesh prasad DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 4 . Tumkur.


driven economy buyer or customer is the boss. In short. implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. modern marketing begins with the customer.” The modern marketer is called upon to set the marketing objectives. The marketing programme covers producer planning or merchandising. Creating demand for this product and services (through promotion and pricing) 3. technological landmarks and it ends with the customer satisfaction and social well-being. The process is based on corporate goals and corporate function. 4. organize the . 2. sales. promotion and distribution. not with production cost. develop the marketing plan. Marketing has been viewed as an ongoing or dynamic process involving a set of interacting activities dealing with a market offering by producers to consumers on the basis of reliable marketing anticipation. an ongoing process of: 1. VFGC. Under the market. TUMKUR 6 . Marketing process brings together producers and DEPARTMENT OF MANAGEMENT STUDIES. Marketing is a matching process by which a process by which a producer provides a marketing mix that meets consumer demands of a target markets within the limits of society. price. Serving the consumer demand through planned and physical distribution) with the help of marketing channels and then I turn. Expanding the market even in the place of keen competition.The Taste of India Chapter-1 INTRODUCTION: “Marketing is a total system of business. Discovering and translating consumer needs and desires into the products services (planning and producing the planned products).

The Taste of India consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. An exchange or a transaction takes when market offering is acceptable to the customer who is prepared to give something value I return against the product so bought. Then he provides a marketing mix in order to capitalize marketing opportunity. DEPARTMENT OF MANAGEMENT STUDIES. VFGC. He uses marketing research as a tool to anticipate market demand. TUMKUR 7 .

the State had 60 milk processing plants with an aggregate processing capacity of 5.8 dollars. 123 Government and 33 co-operatives milk chilling centers operate in the State. which deals with the processing of milk and the manufacture of milk products on an industrial scale. and Japan’s $2. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.The Taste of India INDUSTRY PROFILE: Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes.S' 63 cents.500 crores by year 2005. During 1997-98. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Also India today is the lowest cost producer of per litre of milk in the world. VFGC.8 million litres per day.43. at 27 cents. This growth is going to come from the greater emphasis on the processed foods DEPARTMENT OF MANAGEMENT STUDIES. This will help them in marketing their products in foreign countries in processed form. Dairy technology has been defined as that branch of dairy science. The dairy sector has developed through co-operatives in many parts of the State. TUMKUR 8 . In addition to these processing plants. compared with the U. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. Some of these milk producers have already obtained quality standard certificates from the authorities.

3 million tonnes (Projected) 2020 – 240 million tonnes Expected to reach. VFGC.8 million tonnes 74.000 million. Presently the market is valued at around Rs7.00. Milk Production from 1950 to 2020 1950 – 1996 – 1997 – 17 million tonnes 70. the value of Indian dairy produce is expected to be Rs 10. TUMKUR 9 .5 77 33 27 24 22 71 14 14 12 12 11 10 10 Research and Development in Dairy Industry: DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India sector and also by increase in the conversion of milk into milk products.00.000 mn.220 to 250 mt – 2020 India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020) World's Major Milk Producers Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 2002-03 81 75 34 27 24 21 71 14 15 12 11 11 10 9 (Million MTs) 2003-04 (Approx. By 2005.) 84.

Food processing industry is providing backbone support to the milk industry. Milk powders. Specific on market share. sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge. like yogurt and cheese market research and company reports provides insights into product and market trends. Liberalization of the economy has led to a flood of new entrants. Melted milk food. Infant food. size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. for minimizing harvest wastage. consumption. Ice-Creames. Cheese. DEPARTMENT OF MANAGEMENT STUDIES. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status: Among the products manufactured by organized sector are Ghee. condensed milk etc. TUMKUR 10 . to encourage commercialization and value addition to agriculture produce. Butter. generating employment and export growth. The research and development of products of dairy. there is good scope for manufacturing these products locally.The Taste of India The research and development need to the dairy industry to develop and survives for long time with better status. segmentation. The various institute and milk dairy companies R&D results provide base for today’s industry growth and development. VFGC. Therefore. including MNCs due to good prospects and abundant supply. analysis opportunities. The government of accorded it is a high priority. with a number of fiscal relieves and incentives. some milk products like Casein and Lactose are also being manufactured lately. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production. export and growth prospects..

India is expected to overtake the US in milk production by the year 2010. VFGC. manufacture of casein and lactose has good scope in the country.5 97.45 115.58 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 11 . Exports of milk products have been decentralized and export in 20052010 is estimated at 71.69 ml.0 69.0 102.875 cr. when demand is expected to be over 125. Being largely imported.51 87. Year 1995-96 1996-97 1997-98 1998-99 1999-2000 2000-2001 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 Production in million MT 61. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year.65 108.17 92.2 63.5 80.The Taste of India Investment Potential in Milk Products: At the present rate of growth.0 84.0 78.0 74.

all meaning "priceless". The brand name "Amul. Amul Shrikhand. No other brand comes even close to it. Amul Ghee.55 billion in 2007-08). are found in several Indian languages. VFGC. Amul Ice cream. Amul Cheese. Of high-quality products sold at reasonable prices. Amulspray. Nutramul. Amul Milk and Amulya have made Amul a leading food brand in India. 50 years after it was first launched. Amul Butter." from the Sanskrit "Amoolya. (Turnover: Rs. 52. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses DEPARTMENT OF MANAGEMENT STUDIES. Amul Milk Powder.000 tonnes a year in 1997.The Taste of India Company profile Company Profile of Amul: AMUL means "priceless" in Sanskrit. Amul products have been in use in millions of homes since 1946. Variants. Today Amul is a symbol of many things. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25. TUMKUR 12 ." was suggested by a quality control expert in Anand. Amul Chocolates.

nr. Bank of Maharashtra DEPARTMENT OF MANAGEMENT STUDIES. Corporation bank 6. Milestone of Amul: Name From Location Karia district co-operative milk producer’s ltd. Anand -388 001. Amul dairy road. railway station. SBI 4. widely known as “Amul” Co-operative sector registered under the co-operative society act Amul dairy. 1946 Registered Kaira district co-operative milk producer’s ltd. TUMKUR 13 . The Kaire District Center Co-Operative Bank Ltd. Anand Gujarat . India Registration 14th December.The Taste of India AMUL stands for. VFGC. Bank of Baroda 5. UTI bank 3. Size Plant Gujarat Production of different products on large scale. collecting 9 to 15 lakh liters milk everyday & producing milk products. 2. A= Anand M = Milk U = Union L = Limited. There are 4 plants 1) Amul Plant 2) Kanjari Plant Banker 3) Mogar Plant 4) Khatraj Plant 1.

TUMKUR 14 . DEPARTMENT OF MANAGEMENT STUDIES. who process the row material (milk) into finished goods. Shri Morarji Desai 4. formed in 1946. Shri Tribhuvandas K. Shri Harichand M. It is a brand name managed by an apex cooperative organization. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. Shri Verghese Kurien 5. o First hand is of farmers. without whom the products would have not carried on. Dalaya Amul (Anand milk union ltd. VFGC. Shri Sadar Vallabhbhi Patel 3. o Second hand is of processors. Brief History of Amul: Amul (Anand Milk Union Limited). Gujarat Co-operative Milk Marketing Federation Ltd. which are coordinated with each other. without whom the product would have not reached the customers o Fourth hand is of customers.) is abased on four hands. without whom the organization would not have existed. Patel 2. is a dairy cooperative movement in India.The Taste of India Working Founders 10:45 am to 5:45 pm 1. o Third hand is of marketer.

former chairman of the GCMMF. the dairy cooperatives in the state of Gujarat. will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Its bid to enter Japanese market in 1994 had not succeeded. especially the highly successful one known as AMUL.16 million litres per day. Dr Verghese Kurien. China. Bangladesh. was elected chairman of GCMMF.6 million milk producers in Gujarat. TUMKUR 15 . It is also the world's biggest vegetarian cheese brand. Amul has entered overseas markets such as Mauritius. Hong Kong and a few South African countries.The Taste of India (GCMMF). ”The Amul Pattern has established itself as a uniquely appropriate model for rural development. Australia. Amul has spurred the White Revolution of India.. VFGC. DEPARTMENT OF MANAGEMENT STUDIES. but now it has fresh plans of flooding the Japanese markets. Gujarat and has been a sterling example of a co-operative organization's success in the long term. UAE. is recognized as the man behind the success of Amul. "Anyone who has seen . It is one of the best examples of co-operative achievement in the developing world. On 10 Aug 2006 Parthi Bhatol. Besides India. which has made India the largest producer of milk and milk products in the world. Singapore. Currently Amul has 2. chairman of the Banaskantha Union. AMUL is based in Anand. USA.6 million producer members with milk collection average of 10.. which today is jointly owned by some 2. India. Other potential markets being considered include Sri Lanka.

Today Amul collects processes and distributes over a million liters of milk and milk products per day. As milk is perishable. Similar is the story of Amul which inspired Operation Flood and heralded the 'White Revolution' in India. farmers were compelled to sell it for whatever they were offered. The income from milch buffaloes was undependable. Often. Amul too has become a symbol of the aspirations of millions of farmers. on behalf of more than a thousand village cooperatives owned by half a million farmer members. the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. they had to sell cream and ghee at throwaway prices. during the peak. as Ganga-ma carries the aspirations of generations for moksha. Gradually. It began with two village cooperatives and 250 liters of milk per day. VFGC. the one who gained was the private trader. Over four decades ago. The Start of a Revolution The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. His income was derived almost entirely from seasonal crops. Further.Creating a pattern of liberation and self-reliance for every farmer to follow. In order to do DEPARTMENT OF MANAGEMENT STUDIES. nothing but a trickle compared to the flood it has become today. TUMKUR 16 . In this situation. The marketing and distribution system for the milk was controlled by private traders and middlemen.The Taste of India AMUL: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India.

and the quantity of milk handled by one Union increased from 250 to 5. when the profit of the business was cornered by the middlemen. What's more. it does not disturb the agrosystem of the farmers. VFGC. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Amul has been able to: • Provide a support system to the milk producers without disturbing their agro-economic systems Even though. more than 400 farmers joined in more village societies. TUMKUR 17 . Looking back on the path traversed by Amul. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14. of an intervention for rural change. it has remained with the smallest producer members.000 liters a day. An assured market proved a great incentive to the milk producers of the district. the following features make it a pattern and model for emulation elsewhere. In that sense.The Taste of India that they needed to form some sort of an organization. By the end of 1948. It also enables the consumer an access to high quality milk and milk products. Amul's Secret of Success The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. growing with time and on scale. Amul is an example par excellence. • DEPARTMENT OF MANAGEMENT STUDIES. 1946. Contrary to the traditional system. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948.

The Taste of India

Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and

The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies.The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.

Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview 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. Members: No. of Producer Members: No. of Village Societies: 13 district cooperative milk producers' Union 2.7 million 13,141


The Taste of India
Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 200809): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day

Sales turn over from 1995 to 2009:
Sales Turnover 1995-96 1996-97 1997-98 1998-99 1999-2000 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554

Ownership Pattern of Amul:
Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries.

The Taste of India
Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.

Information about Competitors:
The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.

According to Product Categories
For Liquid Milk:  Gayatri Milk  Super Milk  Payal Milk  Sardar Milk  Samrrudhi Milk  Sagar Milk For Ice-Cream Product  Gokul Ice-Cream  Dairy –Den Ice-Cream  Quality Walls Ice-Cream  Havmor Ice-Cream  Max  Vadilal Ice-Cream


Shri D N Khurody and Shri V. Kurien 1964: “Padmabhusan” award given to Shri T.K. Patel DEPARTMENT OF MANAGEMENT STUDIES. VFGC.The Taste of India For Ghee Product  Gopi Ghee  Gayatri Ghee  Krishna Ghee  A’bad Ghee  Nestle Butter  Nature butter Cheese  Britannia  Lebon For Chocolate  Cadbury  Max  Dairy Milk  Five Star Achievements \ awards: Amul a co-operative society and its co-operation has led many different awards in its favor. Philippines to Shri Tribhuvandas Patel. TUMKUR 21 . Magsaysay award for community leadership presented in manila.

1993: “ICA” Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific.Birla award. by the president of India 1987: “Best Productivity” awarded by national productivity council for the year 1985-86 awarded to Amul dairy.The Taste of India 1965: “Padmshri awarded was given to V. 1988: “Best Productivity” awarded for the second successive year 198687 by the president of India. general manager. 1996. Kurien. DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 22 . R. Mr. Venkatrao to kaira union. VFGC. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000. 1999: G.B. New Delhi.

provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk DEPARTMENT OF MANAGEMENT STUDIES. Delicious Chocolate taste Nutramul Energy Drink A drink for Kids . VFGC. low Cholesterol Bread Spread Delicious Table Margarine The Delicious way to eat healthy Milk Drinks Amul Kool Millk Shaake Amul Kool Amul Kool Cafe Kool Koko A delight to Chocolate Lovers. TUMKUR 23 .The Taste of India List of Products Marketed: Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat.

VFGC. Amul Gold Milk DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 24 . Mother's Milk is Best for your baby Amul Instant Full Cream Milk Powder A dairy in your home Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. Purest Dairy Whitener Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market. Sagar Tea Coffee Whitener Amulya Dairy Whitener The Richest.The Taste of India Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink Amul Kool Thandai Powder Milk Amul Spray Infant Milk Food Still. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.

The Taste of India Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours.. TUMKUR 25 .. Amul Emmental Cheese The Great Swiss Cheese from Amul. VFGC. has a sweet-dry flavour and hazelnut aroma Amul Pizza Mozzarella Cheese Pizza cheese.makes great tasting pizzas! Gouda Cheese For Cooking DEPARTMENT OF MANAGEMENT STUDIES..

anytime. Masti Dahi Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts... Amul Mithaee Gulab Jamuns Amul Chocolates The perfect gift for someone you love. White to creamy color with a pleasant taste. Pure Khoya Gulab Jamums.The Taste of India Amul / Sagar Pure Ghee Made from fresh cream. TUMKUR 26 . An ethnic product made by dairies with decades of served piping hot.Free flowing and smooth texture. Has typical rich aroma and granular texture. DEPARTMENT OF MANAGEMENT STUDIES. VFGC. Amul Shrikhand A delicious treat. Cooking Butter Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Utterly Delicious Pizza Mithai Mate Sweetened Condensed Milk .

TUMKUR 27 . Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours. VFGC. DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Amul Lassee Amul Basundi Health Drink Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.

3.The Taste of India Chapter -2 Theoretical Background of This Study A. STATEMENT OF THE PROBLEM Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. VFGC. The result is highly customer loyalty. To offer pragmatic suggestion for growth and development of Amul products. This customer satisfaction decides the fate of the product and organization. Objectives of study are. High satisfaction creates an emotional bind with the brand not just a rational preference. C. 1. These factors are. To know the various marketing mix that influence the customer behavior. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. DEPARTMENT OF MANAGEMENT STUDIES. SCOPE OF THE STUDY Customer satisfaction is an important element in the marketing activity. Those who are highly satisfied are much less ready to switch. TUMKUR 28 . To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk Products B. There is various factors influence to the customer satisfaction.

D. METHODS: The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research. accurate and relevant information and it is gathered in an investigation according to the needs of the problem. METHODOLOGY The study is mainly concerned with behaviors of the customers’ satisfaction towards AMUL products and Milk products. VFGC. The main data sources are: PRIMARY DATA The primary data refers to original information gathered for a specific purpose and provides up to date. direct consultation with consumers and dealers. personal observation. Product availability. and convenient etc. TOOLS USED TO COLLECT THE PRIMARY DATA: The primary data is collected on the basis of survey method with the help of questionnaires. Both open and closed end questions are used in the questionnaire. TUMKUR 29 . SAMPLING UNIT: It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk and milk products are surveyed. DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Post purchase behavior. Reputation. Branding. Hence various data and methodology is considered in my report preparation. and interviews.

Time is the one constraint of the survey. 3. magazines. A secondary data is collected from the books. Baroda. VFGC. company records. internet and other publication. Sample size of the study is restricted to 100 customers only. SECONDARY DATA: The secondary data can be defined as data collected by son\me one else for purposes other than solving problem being investigation and previously meant for another purpose. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically.The Taste of India SAMPLE SIZE: It refers to the number of people surveyed for this topic. periodical journals. E. TUMKUR 30 . 2. in the study 100 people were surveyed and responses drawn. 4. Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Anand. papers. DEPARTMENT OF MANAGEMENT STUDIES. LIMITATION OF THE STUDY: 1. and Vidhyanagar & at some small village.

However in commerce the term ‘Market’ is used in the economic sense. In the economic sense the term ‘Market’ does not refer to any particular place where buyers and sellers meet face to face and make their purchase and sales. So in the literal sense and in the ordinary language. that is contract or communication with one another that a single price prevails for a certain commodity at a certain point of time through the region. Modern of customer oriented marketing DEPARTMENT OF MANAGEMENT STUDIES. In short. where the buyers and sellers are in such free intercourse. Traditional or old view of marketing 2. it means the getting together of buyers and sellers in person or any by mail telephone. telegraph of through any other means of communication. where buyers and sellers personally meet each other and make their purchase and sales. 1. but covers the whole of any region.The Taste of India CHAPTER – 3 THEORITICAL DISCUSSION INTRODUCTION: The term “market” is derived from the Latin word ‘Marcatus’ which means to trade or place of business. VFGC. it means a certain place where goods are bought and sold. In short. the term ‘Market’ refers to a certain place. TUMKUR 31 . Marketing: The meaning of the term ‘marketing’ can be studied under two heads. They are.

represents the weakest aspect of a relationship because it is non-interactive and depends entirely on the customer's perception IDENTITY • The identification stage occurs when a potential customer asks the question. This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires. a combination of customer allegiance and company advocacy. "What's in it for me?" DEPARTMENT OF MANAGEMENT STUDIES. VFGC.The Taste of India Definition: According to the American Marketing Association. “Marketing is the performances of business activities that direct the flow of goods and services from producer to customer or user” Five Stages of Customer Bonding This bond results from effective one-on-one communication. and a shared sense of purpose. awareness. the company's genuine interest and involvement in the customer's life and lifestyle. AWARENESS • The art of earning customer "share-of-mind" involves creating an impression of personal identification with the company's products and/or services. TUMKUR 32 . Customer loyalty develops from personal relationships and trust between the company and the customer over time. • This first stage. mutuallybeneficial interaction.

• Once a customer interacts with the company. RELATIONSHIP • At this stage. • A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company. • The community relationship stage achieves an integration of values. or belonging. DEPARTMENT OF MANAGEMENT STUDIES. VFGC. Customer delight results largely from how a product is sold and is serviced as well as how the company responds to inquiries and solves problems. status. the customer receives the benefit of products and/or services tailored specifically to his individual needs (at least as nearly as the company can provide). COMMUNITY • Customer bonding requires high levels of effective interaction. preferences and priorities between customer and company where each derives mutual benefit. When the company integrates its products and services into the life and lifestyle of its customers. TUMKUR 33 . communal bonding occurs. such as self-fulfillment. Companies that achieve this type of loyalty consistently delight their customers. repeated experiences of individual customer satisfaction take on significant importance.The Taste of India • A customer identifies a product of service as meeting one or more important personal needs. • Customers expect that products will work and that they will receive good service.

) These variables can be used singly or in combination. substantial. social class) o Psychographic (life style. TUMKUR 34 . • Customer characteristics • Consumer responses The major segmentation variables for consumers markets are. Because the company now can encourage buyer-get-a-buyer programs through sappropriate incentives. family. accessible. differentiable. country. purchasing approaches. personality & status class) o Behavioral (occupation. users. city) o Demographic segmentation (age. religion. benefits. it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them. & actionable. word-of-mouth advertising flourishes. and the customer shows an allegiance to the company. Customer Behavior: DEPARTMENT OF MANAGEMENT STUDIES. nationality. the company services as an advocate for the customer. business marketer use all these variable as along with operating variables. loyalty. There are few bases for segmentation markets. generation. Market Segmentation: The process of talking the total heterogeneous market for a product & dividing it in to several sub markets each which tend to be homogeneous in all significances. VFGC.The Taste of India ADVOCACY • At this advanced level of customer bonding. state. o Geographic segmentation (nation.

Satisfaction is an important element in the evaluating stage. TUMKUR 35 . higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision. it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer. DEPARTMENT OF MANAGEMENT STUDIES. The result of satisfaction to customer form the purchase of the product or services is that more favorable post-purchase attitude. evaluating & disposing of products & services that they except will satisfy their needs. Consumer Satisfaction: All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. Perceive product & brand & stores. That is. VFGC.The Taste of India The term consumer behavior refers to the behavior that consumer displays in reach for purchasing using. Customers are people who are happy with the product & services & are willing to come back & pay for it again. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifices he has made one the customer purchase & use the product they may then become either satisfy or dissatisfied. The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a particular store or company. Consumer Research: Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs. to learn how consumers.

The marketers must see that consumers with purchasing power constitute a potentials buyers are identified. Concept & Need for Studying Consumer Behavior: Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time. influences & buyers. VFGC. TUMKUR 36 . money. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on: o Who buys products or services? o How do they buy products or services? o Where do they buy them? o How often they buy them? o Why do they buy them? o How often they use them? These questions will help in understanding better what factors influences the decision making process of the customers. The firm try to help the buyers in the solving the problem then competitors. When a firm markets a product or service it should aim to enjoy consumer’s satisfaction & profit maximization. The decision making process identifies the number of people who are involve in this process & describes a role to them like users. DEPARTMENT OF MANAGEMENT STUDIES. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. decides. effort) on various consumption related items.The Taste of India Today the firms aim to give satisfaction to the customer through marketing concepts.

Customer Expectation: Customer expectation through look realistic is very often build upon on a very high platform. VFGC. The most probable factors which influence consumer’s behaviors are: o Market size o Rate of growth of the market o Stability or demand o The due importance attached to price by the consumers before making a purchase decision o Consumer emphasis & the due importance given to the quality aspect o The consumers desire for product innovation o The level of competition (inclusive of both existing & potential competitors) o The firm’s competitive strengths in terms of price & product DEPARTMENT OF MANAGEMENT STUDIES. He could establish itself common factors & them evaluate each market opportunity against these. So as to reduce the level of dissatisfaction among the customers. Then the quality of the product or services may not match the expectation.The Taste of India It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. This again will affect the consumer satisfaction level. Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings. TUMKUR 37 . the marketing decision maker could adopt approaches wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction.

to put aside their own desires in the interest of the brand. DEPARTMENT OF MANAGEMENT STUDIES. reliability. Brand Loyalty: It has been proclaimed by some to be the ultimate goal of marketing. etc. However. feedback helps them. style. companies are encouraging their customers to talk. Brands: Brands were originally developed as labels of own ship: Name Term Design and Symbol. VFGC. they today it is what they for people that matters much more. st least on occasion.The Taste of India o Expectations at the general level like are quality. market firm to get on idea of the customers view point on their product or services & more important is that this information will help them to take action & deal with any problem immediately. Rather than avoiding comment. and indeed become the organization’s most valuable assets. Feedback: Many of the companies are entrusting their customers to give a feedback & use this as a means of maintaining regular contact & dialogue. brand loyalty consist of a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. as mention above. TUMKUR 38 . True brand loyalty implies that the consumer is willing. durability. powerful brands can drive success in competitive and financial markets. having realized the importance of obtaining a feedback the consumers. In marketing.

In the consumer driven approach. Generally there are three ways of doing this: the customer driven approach. including the nature of the product itself. Customer Loyalty: “It takes a lot less money to increase your retention of current than to find new ones but I know I don’t give it as much effort as I should because it does take a lot of energy and effort” DEPARTMENT OF MANAGEMENT STUDIES. The starting point is always consumer. No strategy is pursued until it passes the test of consumer research. VFGC. Every aspect of a market offering. TUMKUR 39 . consumer wants are the drivers of all strategic marketing decision. the sense of identifying market changes and the product innovation approach.The Taste of India Customer Focus: Many companies today have a customer focus (or customer orientation). The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. is driven by the needs of potential customers. History attested to many products that were commercial failure in spite of being technological breakthroughs. This implies that the company focuses its activities and products on consumer demands.

e.The Taste of India Chapter-4 Analysis and Interpretation of the Data: The collected data were not easily understandable. Gender classification is requiring to marketer DEPARTMENT OF MANAGEMENT STUDIES. so I like to analyze the collected data in a systematic manner and interpreted with simple method. VFGC. TUMKUR 40 . pie charts and others. Gender classified on sex basis i. Gender: Gender play vital role in purchase decisions. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts. male and female.

Classification of Customers Based On Sex Sex Male Female Total No.1 35 65 100 Sources: Primary Data Interpretation: 35% of the respondents are male and 65% of the respondents are female. TUMKUR 41 . the majority of the respondents were belongs to female group. From the above table we can conclude that. DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India because different gender exibit different perception towards products. VFGC. of respondents Percentage % 35 65 100 Table no 5. In classification of gender the following number is used to know their perception.

The following occupants of the respondents are classifies for the data collection.The Taste of India CLASSIFICATION OF CUSTOEMRS BASED ON SEX 70 No of R pondents es 60 50 40 30 20 10 0 Male Female 35 Male Female 65 Graph no: 5. A blue collar worker will buy work cloths.1 Occupation: Occupation is also influences a person’s consumption pattern. TUMKUR 42 . Similarly the Amul Milk and Milk products are purchased by various occupants. respondents 20 10 65 05 Percentage % 20 10 65 05 DEPARTMENT OF MANAGEMENT STUDIES. of. work shoes and lunch boxes. Analysis of Occupation of the Respondents Occupation Business Employee House wife Others No. VFGC.

2 Interpretation: 20% of the respondents are business. they go for high quality irrespective of price of the product. If the income is high then. 05% of the respondents are others group. VFGC. TUMKUR 43 . and 65% of the respondents are house wives.2 Income: Income decided the purchasing power of the customer.of respondents 70 60 50 40 30 20 10 0 65 20 10 5 Business Employee House wife Others B ines us s Em ployee H e wife ous Others OCCUPATION Graph No. ANALYSIS OF OCCUPATION OF THE RESPONDENTS 100 No. Analysis of Monthly Income of the Respondents DEPARTMENT OF MANAGEMENT STUDIES.5.5. 10% of the respondents are employees.The Taste of India Total 100 Sources: Primary Data Table no. Hence in this research I like to collect the data how income is influence to purchase Amul Milk and Milk products.

of respondents 38 30 21 11 100 Sources: Primary Data Table No: 5.The Taste of India Monthly income Below 5000 5001-10000 10001-15000 15001 & above Total No. VFGC. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000. 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above.3 Interpretation: As per the data 38% of the respondents earn per month below 5000. 30% of the respondents earn 5001 to 10000. Percentage % 38 30 21 11 100 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 44 .

5.15001 5000 10000 15000 & above INCOME Graph No. TUMKUR 45 . VFGC.OF RESPONDENTS Below 5001.The Taste of India ANALYSIS OF MONTHLY INCOME OF RESPENDENTS 40 35 30 25 20 15 10 5 0 38 30 21 11 NO.10001.3 DEPARTMENT OF MANAGEMENT STUDIES.

4 Percentage % 38 28 20 14 Nil 100 DEPARTMENT OF MANAGEMENT STUDIES. of Respondents 38 28 20 14 Nil 100 Source: Primary Data Table no: 5. Analysis of Factors to Buy AMUL Milk and Milk Products Factors Quality Brand image Price Easy availability Others Total ` No. The various factors such as quality. TUMKUR 46 . VFGC. is influencing lot and influences positively.The Taste of India Purchasing Factor: Identification of various factors plays a vital role in consumer behavior study. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products. price easy available etc.

20% of its Price consideration. VFGC. TUMKUR 47 .4 Interpretation: 38% of respondents buying AMUL Milk & Milk products for its Good Quality. of res pondents 38 28 20 14 Quality Brand im age Price Eas y availability F actors Graph no 5. DEPARTMENT OF MANAGEMENT STUDIES. 28% of respondents use for its Band Name.The Taste of India Analysis of factors to buy Am Milk products ul 40 35 30 25 20 15 10 5 0 No. 14% of its easy availability of respondents buying AMUL Milk & Milk products.

This helps to company to attract more number of customers to their products. TUMKUR 48 Percentage ( % ) 35 45 20 Nil 100 . Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. 45% of the respondents for Freshness. and 20% of respondents for Taste.The Taste of India Quality: Company has two responsibility in a quality centered. Second they must deliver marketing quality alongside production quality. of Respondents 35 45 20 Nil 100 Sources: Primary Data Table no: 5. 35% of the respondents buy the milk due to Thickness. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness. VFGC. First. Hence I try to collect information related to quality of AMUL Milk & Milk products. DEPARTMENT OF MANAGEMENT STUDIES. they must participate in formulating strategies and policies designed to help the company win through total quality excellence.5 Interpretation: As per the data.

VFGC. TUMKUR 49 .5. of R pondents es 50 40 30 20 10 0 Thicknes s F hnes res s Opinions Tas te 35 20 45 Graph no.5 DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Opinion of the R espondents R ardingQuality eg No.

5.The Taste of India Respondents Consumption Quality: Consumption quality is varying with various respondents. The data is collected to know the various consumption patterns. of R pondents es 20 10 1L iter 2-4 L iter C um ons ption More than 4 L iters Graph no. Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. TUMKUR 50 . of Respondents 70 10 20 100 Sources: Primary Data Table no: 5.6 Analys of Averag C um is e ons ption of Milk Per Day Percentage (%) 70 10 20 100 70 60 50 40 30 20 10 0 70 No. VFGC.6 DEPARTMENT OF MANAGEMENT STUDIES.

From the above table we can conclude that majority of the respondents were consuming one liter per day. DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Interpretation: 70% of the respondents are consuming one liter per day. VFGC. TUMKUR 51 . 20% of the respondents are consuming more than four liters per day. 10% of the respondents are consuming two to four liter per day.

Analysis of Purchase Duration of the AMUL Milk & Milk Products Duration 6 Months 1-2 Years 3-4 Years More than 4 years Total No. 60% of the respondents buying AMUL Milk & Milk products from more than four years.7 Interpretation: As per the data gathered. of Respondents 05 15 20 60 100 Sources: Primary Data Table no: 5. Percentage (%) 05 15 20 60 100 DEPARTMENT OF MANAGEMENT STUDIES. 20 % of the respondents from three to four years. 15% of the respondents from one to two years. From the above table we can conclude that majority of the respondents consuming AMUL Milk & Milk products more than four years. TUMKUR 52 .The Taste of India Purchase Duration: Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. The following data show the various statuses of the respondents. 05% of the respondents buying since last six months. out of 100 respondents. VFGC. When consumer repeatedly purchases the product. it is understood that they are satisfied with the products.

VFGC.The Taste of India Analys of Purchas Duration of the Milk Products is e 60 50 40 30 20 10 0 60 No. TUMKUR 53 .of Respondents 15 5 6 Months 20 1-2 Y ears 3-4 Y ears More than 4 years C um ons ption Graph no: 5.7 DEPARTMENT OF MANAGEMENT STUDIES.

VFGC. 48% of the respondents rated as good. of Respondents 25 48 22 05 100 Source: Primary Data Table no: 5. The following are the data obtained related to AMUL Milk & Milk products. TUMKUR 54 .8 Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 22% of the respondents rated as Average Quality. Analysis of Rating towards AMUL Milk & Milk products Ratings Excellent Good Average Poor Total No.The Taste of India Opinion towards Products: The behavior of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. 05% of the respondents rated that AMUL Milk & Milk products are Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality. Percentage (%) 25 48 22 05 100 DEPARTMENT OF MANAGEMENT STUDIES.

8 DEPARTMENT OF MANAGEMENT STUDIES. VFGC.of Respondents 48 25 22 5 Excellent Good Average Rating Poor Graph no.The Taste of India Analysis of Rating towards Amul Milk Products 50 45 40 35 30 25 20 15 10 5 0 No. TUMKUR 55 .5.

9 Interpretation: Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. Analysis of problems in Amul Milk Products Opinions Yes No Total No. VFGC. Percentage (%) 10 90 100 DEPARTMENT OF MANAGEMENT STUDIES. In this survey. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products.The Taste of India Common Complaints: A customer centered organization makes it ways for its customer to deliver suggestion and complaints. of Respondents 10 90 100 Sources: Primary Data Table no: 5. TUMKUR 56 . common problems raised by the customer or not. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk products.

of Respondents 100 80 60 40 20 0 10 Yes Opinions No 90 Graph no: 5.The Taste of India Analysis of Problems in Amul Milk Products No. VFGC.9 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 57 .

of Respondents 95 05 100 Sources: Primary Data Table no: 5. VFGC. TUMKUR 58 . The data is collected to know the various purchase place and availability. This helps to marketer to design various promotion and distribution programmes. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers. Analysis of Availability of Products from Dealers Easily Available Yes No Total No. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. Percentage (%) 95 05 100 DEPARTMENT OF MANAGEMENT STUDIES.10 Interpretation: 95% of the respondents said that they are getting AMUL Milk & Milk products easily.The Taste of India Purchasing Place: Purchase place is also important to know where users choose their purchase point.

10 DEPARTMENT OF MANAGEMENT STUDIES. VFGC. TUMKUR 59 .of Respondetns 95 5 No Graph no: 5.The Taste of India Analysis of availability of Amul Milk Products from the Dealers 100 80 60 40 20 0 Yes Opinions No.

This data is gathered to know what value they are receiving from the AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid. Analysis of Value for Money Paid by the Respondents Response Yes No Total No. DEPARTMENT OF MANAGEMENT STUDIES. The following are the data obtained related to AMUL Milk & Milk products Value for the Money: Consumers always think while paying price to the products such as how much we are paying towards products and how much we are getting. of Respondents 96 04 100 Sources: Primary Data Table no: 5. TUMKUR 60 Percentage (%) 96 04 100 .The Taste of India Opinions towards Products: The behavior of user after his/her commitment to a product has been collected with respect products terms of satisfaction with rating scale. VFGC.11 Interpretation: 96% of the respondents feel that they get the value for money they paid. Only 04% of the respondents feel that they are not getting the value for money what they paid.

of Responce Graph no: 5. TUMKUR 61 . VFGC.The Taste of India Analysis of Value For Money Paid By The Consum ers Respondents 100 80 60 40 20 0 Yes 4 No 96 No.11 DEPARTMENT OF MANAGEMENT STUDIES.

of Respondents 95 05 100 Sources: Primary Data Table no: 5. Analysis of Recommendations Recommended Yes No Total No.The Taste of India Influence to Others to Buy Products: Post experience & benefits will help organization in obtaining the additional sale. VFGC. From the above table we can conclude that majority of the respondents were recommended verka milk and milk products. The data has been extracted & it is as follows. In this connection feedback its act as an influence to others to adopt the product the user survey has conducted to identify what an extent user recommends to others. DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 62 .12 Percentage (%) 95 05 100 Interpretation: 95% of the respondents were recommended verka milk and milk products. 05% of the respondents were not recommended verka milk and products to others.

of Respondents 100 80 60 40 20 0 95 5 Yes opinions No Table no: 5. 05% of the respondents were not satisfies with the AMUL Milk & Milk products. VFGC.12 Interpretation: 95% of the respondents were satisfies with the AMUL Milk & Milk products. TUMKUR 63 . From the above table we can conclude that majority of the respondents were satisfied with the AMUL Milk & Milk products.The Taste of India Analysis of Recommendations No. DEPARTMENT OF MANAGEMENT STUDIES.

The main purchasing factors for the Amul Milk & Milk products are Quality and Brand image. etc for the Amul Milk & Milk products. 88% of the total respondents are using product since from a long time. The main findings of my survey are as follows: 1.The Taste of India Chapter-5 FINDINGS. The majority of the respondents are using Amul Milk & Milk products from more than 3 years. The data reveals that 42% influences on Quality and 32% influenced for the Brand. As per the data. 4. 2. Based on the occupation of the customer. it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman. SUGGESTIONS AND CONCLUSIONS: FINDINGS: This chapter is including in my survey findings. 79% of the respondents’ income is under this group. 5. TUMKUR 64 . It is found in the survey that 32% of the total respondents are dissatisfied on dealer’s services. As per the data. DEPARTMENT OF MANAGEMENT STUDIES. farmers. First I would like to present my survey findings. 65% of female and 35% of male makes purchase decision. employee. It is findings in the survey that females are the main decision maker for the milk and milk products. 6. Overall opinion of the product performance data reveals that Amul product satisfies 70% of the respondent and 30% respondent’s opinion is average. suggestions and conclusions of my study. 7. 3. VFGC. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk products.

The high income prefers to purchase product with the quality. Women segment are influencing more on milk and milk products. The particular occupation plays a vital role in deciding the product or services. an occupation is the factor influencing the product. 3. Since Amul is having loyal customer it should concentrate more on this factor through various potential programmes such as campaign. etc. SUGGESTIONS: 1. 5. Therefore. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk and milk products. VFGC. because women’s role in the house is dominant. Milk and milk product purchase decisions are more decided by women rather than male. Quality and Brand Image plays a dominant role. execute her decision and influence the same to the purchase while ascertaining the quality. Therefore it should maintain the same. Income of the people decides the purchasing power. 4. Occupation of the user influences the purchase decisions. freshness and price. because she act as a invigilator. TUMKUR 65 . freshness.The Taste of India 8. 2. premium DEPARTMENT OF MANAGEMENT STUDIES. and vice versa. even in the various decisions. It is found in the survey that customer are influencing through Word of Mouth. thickness. Hence. I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy. Milk and milk products move in the market due to its quality and brand.

purchase of milk and milk products is through dealers. shelf life. Hence I suggest management to concentrate on few product quality. outlet maintenance etc. Customer is influential. TUMKUR 66 . offers etc. will help Amul to satisfy to a greater extent. Therefore if the quality and attributes are fine tuned according to the needs will help the Amul to get reputation and addition market. 9.. Introduction of various economic products lies may help Amul to attract the existing and new customers and may attract all income level groups. VFGC. 7. Milk and milk product are having high demand and it is considered as a very essential products. dealers approach. DEPARTMENT OF MANAGEMENT STUDIES. 6. As only 30% of the total respondents are dissatisfied which is quite a large percentage and this may influence negatively and increase the rate of switch over. hence I suggest Amul to look after the dealers issue with due care.The Taste of India packs. this helps to increase the loyalty towards the Amul products. 8. Hence I suggest management to introduce new product line which can satisfy the entire group. In this connection dealers approach towards the product. In present practice. 10. When product possesses quality and other important attributes naturally they propaganda about product through word of mouth and vice versa.

therefore. if slight modification in the marketing programme such as dealers and outlets. Finally I conclude that. DEPARTMENT OF MANAGEMENT STUDIES. lack of dealer services. thickness and easy availability. taste.The Taste of India Conclusions: From the survey conducted it is observed that Amul milk and Milk products has a good market share. Amul has also to take care of its competitors into consideration and more importantly it’s customers before making any move. From the study conducted the following conclusions can be drawn. promotion programmers. product lines etc. easy availabilities. majority of the customers are satisfied with the Amul milk and Milk products because of its good quality.. TUMKUR 67 . The factors considered by the customer before purchasing milk are freshness. VFGC. Some customers are not satisfied with the Amul Milk & Milk products because of high price. reputation. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. spoilage and low shelf life etc. definitely company can be as a monopoly and strong market leader.

com DEPARTMENT OF MANAGEMENT STUDIES. VFGC. Tata Mc Graw-Hill Publishing Company Limited.The Taste of India BIBLIOGRAPHY Marketing Management Philip Kotler. New Delhi.N Murty and U Bhojanna Website Address: www.R.amul. 2nd edition. Marketing Research: G. Prentice Hall Of India Private Limited.C Brek. S. The Millennium Edition. TUMKUR 68 .Kothari . New Delhi Periodical: Business Word DFPI. Annual Report-1999-2000 Research Methodology: C.

Address: C: Sex: Male: [ G: E: ] Female [ [ ] ] Age: Occupation: 1. How did you come to know about the Amul product? a. he is doing main project on “Customer Satisfaction Towards AMUL Milk & Milk products” at AMUL.B. VidyaVahini First Grade College. Ads: [ [ ] ] ] b. Reference website: [ DEPARTMENT OF MANAGEMENT STUDIES. I request you to provide the required information for the completion of my study. Quality: [ ] b. Which product you are buying? What is the most important factor that matters while buying an Amul product? a.M. TUMKUR 69 . Direct mailers: [ ] ] d. Name: B.Professional: [ 4. VFGC. Price: [ ] c. personal profile: A. student of final year B. Tumkur. By friends/family: [ c. House wife: [ ] ] 3.. Promise that the information is used exclusively for academic purpose only. Press Ads: e. Self-employed: [ 2. Karnataka.V.. Service: [ ] 4.G. 1. Student: [ ] ] 2. T.The Taste of India Customer Response – Questionnaire Ganesh Prasad T.. 3.

Outstanding: [ c. Latest / Advanced: [ 6. Average: [ ] ] 10.G. d. Which configuration would you decide on while buying an Amul product? a. Yes: [ ] b. VFGC. Average: 8. Good: [ ] ] b. Suggestion (if any): Date: Place: Ganesh Prasad T. High: [ d. Occasionally: [ What is your opinion about the performance of Amul product? a. Monthly: [ ] ] c. THANK YOU DEPARTMENT OF MANAGEMENT STUDIES. Same: [ ] ] How often do you buy this product of Amul? a. Do you think the price of Amul product is high / low compared to competitor’s product? a. Are you satisfied with the quality of the product? a. TUMKUR 70 . No: [ ] 7. Daily: [ ] ] b. Yes: [ ] b. excellent: [ d. Do the various schemes / promotional activities affect your purchase plans? a. Very good: [ c. Weekly: [ 9. [ ] ] b. Standard: [ ] c. Intermediaries: [ ] ] b. No: [ ] 11.The Taste of India 5.

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