The Taste of India A PROJECT REPORT ON

Project Report Submitted

By Mr. Saiyed Sohelahmed S
[USN: 1HM07MBA44]

Under the guidance of
Internal Guide: Mr. Vinayak Kammar, Lect. HMSIT, Tumkur. Department of MBA, AMUL, Anand (Gujarat) Sr.Officer (Administrative) External Guide: Mr. G.D.Trivedi,

In the partial Fulfillment of the requirement for the award of the degree in MBA



The Taste of India

Department of Management Studies
H.M.S.INSTITUTE OF TECHNOLOGY NH-4 Kesarmadu post, Kyathsandra, Tumkur-572104 March 2009

This is to certify that Mr. Saiyed Sohelahmed S a bonafied student of IV Sem MBA bearing USN:1HM07MBA44 has carried out the Summer project Report entitled A STUDY ON supervision & guidance. The project report prepared by him/her is original to the best of my knowledge.

under my

Signature Guide,



……………………… Mr. Vinayak Kammar, Lecturer, MBA dept. HMSIT, Tumkur.


The Taste of India

Chapt er no. 1

Executive Summary General Introduction • Introduction to the Topic • Profile of the Industry • Company Profile • Product Profile

Page no. 1 1 3 7 17 21 24 33 51

2 3 4 5

Theoretical Background of the Study Design of the Study Analysis & Interpretation Findings, Suggestions & Conclusions Annexure:

a) Bibliography b) Questionnaire



33 35 36 38 39 40 42 43 45 46 DEPARTMENT OF MANAGEMENT STUDIES.8 5. TUMKUR 4 . HMSIT.6 5.7 5.9 5.10 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 Page no.2 5.5 5. 5.3 5.1 5.4 5.The Taste of India List of Tables: Table no.

6 5.4 5.The Taste of India 5.11 5.8 5.7 5. HMSIT. TUMKUR 5 Page no.10 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 DEPARTMENT OF MANAGEMENT STUDIES.2 5.3 5. 34 35 37 38 40 41 43 44 46 47 . 5.12 from Dealers Analysis of Value for Money Paid by the Respondents Analysis of Recommendations 48 49 List of Graphs: Graph no.9 5.5 5.1 5.

I also declare that this dissertation is a result of my own efforts and has not been submitted earlier for the award of any degree/ diploma or any other University. TUMKUR 6 .11 5. HMSIT.12 Analysis of Value for Money Paid by the Respondents Analysis of Recommendations 49 50 DECLARATION I hereby declare that this dissertation entitled A STUDY ON BONDING DISTRICT” TOWARDS AMUL MILK & MILK PRODUCTS “CUSTOMER IN ANAND Submitted in partial fulfillment for the Award of Master of Business Administration to Visvesvaraya Technological University. Belgaum. is a record of independent research work carried out by me.The Taste of India 5. Place: TUMKUR Saiyed [USN: 1HM07MBA44] Sohelahmed S Date: DEPARTMENT OF MANAGEMENT STUDIES.

Sharma. Vinayak Kammar lecturer Department of Management Study.S.T. for his encouragement throughout the course of this study. DEPARTMENT OF MANAGEMENT STUDIES. I also express my sincere thank to Mr. I express my deep sincere gratitude to Dr. Tumkur.G.R. Jagadeesh principal of H. Director and Prof.I. TUMKUR 7 . I also take this opportunity to thank Dr. HMSIT. H.M.M.T.I. Head of the Department of Management Studies for their constant guidance and assistance throughout this study.M. T. Hasmukh Savlani.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.S. for his constant guidance and assistance throughout this study.V.

The Taste of India I also express my sincere thank to Mr. Sohelahmed s (USN.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 would like to thank my respondents for sparing their precious time to answer my questionnaire and giving me the valuable information I needed. Last but not the least.D.1HM07MBA44) Saiyed DEPARTMENT OF MANAGEMENT STUDIES. G. HMSIT. Finally my sincere thanks to my parents and to my entire friend to their support and motivation throughout the project. TUMKUR 8 .

Belgaum during the month of January 2009. R. TUMKUR 9 .M.The Taste of India (ON THE COLLEGE LETTERHEAD) DATE: CERTIFICATE This is to certify that Mr. HMSIT. Sharma Jagadeesh Asst. Mr. G. Prof & HOD Dr.V. T. Saiyed Sohelahmed S bonafide student of IV SEM MBA bearing USN NO 1HM07MBA44 has undergone a main training report and prepared a report entitled “CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” for a period of 6 weeks successfully. This Training Report is submitted for the Award of partial fulfillment of the Master’s degree in Business Administration Affiliated to VTU. Principal External guide internal guide DEPARTMENT OF MANAGEMENT STUDIES.

marketing function. promotion and distribution.The Taste of India Chapter-1 INTRODUCTION: “Marketing is a total system of business. The process is based on corporate goals and DEPARTMENT OF MANAGEMENT STUDIES. Under the market. 4. 2. TUMKUR 10 . an ongoing process of: 1. Creating demand for this product and services (through promotion and pricing) 3. price. The marketing programme covers producer planning or merchandising. technological landmarks and it ends with the customer satisfaction and social well-being. organize the . modern marketing begins with the customer. Serving the consumer demand through planned and physical distribution) with the help of marketing channels and then I turn.” The modern marketer is called upon to set the marketing objectives. not with production cost. 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. Expanding the market even in the place of keen competition. develop the marketing plan. sales. In short. HMSIT. implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. 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.driven economy buyer or customer is the boss. Discovering and translating consumer needs and desires into the products services (planning and producing the planned products).

HMSIT. TUMKUR 11 . 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. Marketing process brings together producers and consumers the two main participants in exchange. DEPARTMENT OF MANAGEMENT STUDIES. Each producer or seller has certain goals and capabilities in making and marketing his products. Then he provides a marketing mix in order to capitalize marketing opportunity. He uses marketing research as a tool to anticipate market demand.The Taste of India corporate capabilities.

HMSIT. at 27 cents.S' 63 cents. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs. TUMKUR 12 . The dairy sector has developed through co-operatives in many parts of the State.8 million litres per day. which deals with the processing of milk and the manufacture of milk products on an industrial scale. 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. This will help them in marketing their products in foreign countries in processed form.43. Some of these milk producers have already obtained quality standard certificates from the authorities.8 dollars. and Japan’s $2. 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. compared with the U.500 crores by year 2005. 123 Government and 33 co-operatives milk chilling centers operate in the State. the State had 60 milk processing plants with an aggregate processing capacity of 5. Also India today is the lowest cost producer of per litre of milk in the world. Dairy technology has been defined as that branch of dairy science. In addition to these processing plants.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. This DEPARTMENT OF MANAGEMENT STUDIES. During 1997-98.

00.00.3 million tonnes (Projected) 2020 – 240 million tonnes Expected to reach.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. Presently the market is valued at around Rs7.000 mn. Milk Production from 1950 to 2020 1950 – 1996 – 1997 – 17 million tonnes 70. TUMKUR 13 . the value of Indian dairy produce is expected to be Rs 10.8 million tonnes 74.5 77 33 27 24 22 71 14 14 12 12 11 10 10 DEPARTMENT OF MANAGEMENT STUDIES. By 2005.) 84. HMSIT.The Taste of India growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products.000 million.

TUMKUR 14 . Products and Industry Status: Among the products manufactured by organized sector are Ghee. some milk products like Casein and Lactose are also being manufactured lately. like yogurt and cheese market research and company reports provides insights into product and market trends. size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also. The government of accorded it is a high priority. condensed milk etc. The various institute and milk dairy companies R&D results provide base for today’s industry growth and development. Infant food. Food processing industry is providing backbone support to the milk industry. Cheese. with a number of fiscal relieves and incentives. sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge. Milk powders. Butter. analysis opportunities. DEPARTMENT OF MANAGEMENT STUDIES. Ice-Creames. The development food products by using milk can give good market opportunities to produces milk. Development of Food Processing Industry: The food processing industry sector in India is one of the largest in terms of production. Specific on market share. HMSIT. segmentation. Therefore. there is good scope for manufacturing these products locally. for minimizing harvest wastage. generating employment and export growth.The Taste of India Research and Development in Dairy Industry: The research and development need to the dairy industry to develop and survives for long time with better status. consumption. The research and development of products of dairy.. to encourage commercialization and value addition to agriculture produce. Melted milk food. export and growth prospects.

India is expected to overtake the US in milk production by the year 2010. when demand is expected to be over 125.5 65.0 93.The Taste of India Liberalization of the economy has led to a flood of new entrants.0 68.875 cr. Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 Production in million MT 61.0 81. including MNCs due to good prospects and abundant supply. TUMKUR 15 .0 74. manufacture of casein and lactose has good scope in the country. Investment Potential in Milk Products: At the present rate of growth. Being largely imported.17 89.2 63.5 78. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year.0 DEPARTMENT OF MANAGEMENT STUDIES. Exports of milk products have been decentralized and export in 20052010 is estimated at 71.69 ml.0 85. HMSIT.

Amul Ice cream. Variants. TUMKUR 16 .65 102. Today Amul is a symbol of many things. Amul Cheese. Nutramul.55 billion in 2007-08).The Taste of India 2004-05 2005-06 2006-07 97. Amulspray. The brand name "Amul. Amul Milk Powder. Amul Chocolates. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25.000 tonnes a year in 1997. Amul Milk and Amulya have made Amul a leading food brand in India. Of high-quality products sold at reasonable prices. are found in several Indian languages. 52." from the Sanskrit "Amoolya." was suggested by a quality control expert in Anand. Amul Ghee. 50 years after it was first launched. Amul Shrikhand. all meaning "priceless". No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses DEPARTMENT OF MANAGEMENT STUDIES. (Turnover: Rs.45 107. Amul Butter. HMSIT.58 Company profile Company Profile of Amul: AMUL means "priceless" in Sanskrit. Amul products have been in use in millions of homes since 1946.

Bank of Baroda 5. The Kaire District Center Co-Operative Bank Ltd. Anand -388 001. collecting 9 to 15 lakh liters milk everyday & producing milk products. UTI bank 3. HMSIT. Corporation bank 6. There are 4 plants 1) Amul Plant 2) Kanjari Plant Banker 3) Mogar Plant 4) Khatraj Plant 1. Size Plant Gujarat Production of different products on large scale. nr. Bank of Maharashtra DEPARTMENT OF MANAGEMENT STUDIES. 2. SBI 4. TUMKUR 17 . widely known as “Amul” Co-operative sector registered under the co-operative society act Amul dairy. railway station. Milestone of Amul: Name From Location Karia district co-operative milk producer’s ltd. Anand Gujarat . A= Anand M = Milk U = Union L = Limited. India Registration 14th December. 1946 Registered Kaira district co-operative milk producer’s ltd. Amul dairy road.The Taste of India AMUL stands for.

Patel 2. 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. Dalaya Amul (Anand milk union ltd. Brief History of Amul: Amul (Anand Milk Union Limited). Shri Sadar Vallabhbhi Patel 3. Gujarat Co-operative Milk Marketing Federation Ltd. without whom the product would have not reached the customers o Fourth hand is of customers.The Taste of India Working Founders 10:45 am to 5:45 pm 1. who process the row material (milk) into finished goods. Shri Morarji Desai 4. o Second hand is of processors. DEPARTMENT OF MANAGEMENT STUDIES. o Third hand is of marketer. Shri Verghese Kurien 5.) is abased on four hands. Shri Harichand M. which are coordinated with each other. without whom the products would have not carried on. Shri Tribhuvandas K. It is a brand name managed by an apex cooperative organization. without whom the organization would not have existed. formed in 1946. TUMKUR 18 . HMSIT. o First hand is of farmers. is a dairy cooperative movement in India.

USA. China.. It is one of the best examples of co-operative achievement in the developing world. was elected chairman of GCMMF. Besides India. HMSIT. DEPARTMENT OF MANAGEMENT STUDIES. Bangladesh. Dr Verghese Kurien. India. Hong Kong and a few South African countries. Currently Amul has 2.The Taste of India (GCMMF). but now it has fresh plans of flooding the Japanese markets.. Other potential markets being considered include Sri Lanka. Singapore.6 million producer members with milk collection average of 10. is recognized as the man behind the success of Amul. will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere.6 million milk producers in Gujarat. AMUL is based in Anand. Its bid to enter Japanese market in 1994 had not succeeded. chairman of the Banaskantha Union. 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). It is also the world's biggest vegetarian cheese brand. former chairman of the GCMMF.16 million litres per day. UAE. "Anyone who has seen . ”The Amul Pattern has established itself as a uniquely appropriate model for rural development. especially the highly successful one known as AMUL. Amul has spurred the White Revolution of India. the dairy cooperatives in the state of Gujarat. which today is jointly owned by some 2. which has made India the largest producer of milk and milk products in the world. Amul has entered overseas markets such as Mauritius. Gujarat and has been a sterling example of a co-operative organization's success in the long term. TUMKUR 19 . Australia. On 10 Aug 2006 Parthi Bhatol.

the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. Over four decades ago. Similar is the story of Amul which inspired Operation Flood and heralded the 'White Revolution' in India. HMSIT. the one who gained was the private trader. It began with two village cooperatives and 250 liters of milk per day. as Ganga-ma carries the aspirations of generations for moksha. Amul too has become a symbol of the aspirations of millions of farmers.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. In this situation. His income was derived almost entirely from seasonal crops. TUMKUR 20 . Often. on behalf of more than a thousand village cooperatives owned by half a million farmer members. nothing but a trickle compared to the flood it has become today. As milk is perishable. Gradually. The marketing and distribution system for the milk was controlled by private traders and middlemen. Today Amul collects processes and distributes over a million liters of milk and milk products per day. they had to sell cream and ghee at throwaway prices. In order to do DEPARTMENT OF MANAGEMENT STUDIES.Creating a pattern of liberation and self-reliance for every farmer to follow. during the peak. Further. farmers were compelled to sell it for whatever they were offered. The income from milch buffaloes was undependable. 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.

TUMKUR 21 . it has remained with the smallest producer members. of an intervention for rural change. 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948.000 liters a day. Contrary to the traditional system. Looking back on the path traversed by Amul. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. What's more. An assured market proved a great incentive to the milk producers of the district. and the quantity of milk handled by one Union increased from 250 to 5. 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. the following features make it a pattern and model for emulation elsewhere. It also enables the consumer an access to high quality milk and milk products. By the end of 1948. HMSIT. In that sense. Amul is an example par excellence. it does not disturb the agrosystem of the farmers. growing with time and on scale. • DEPARTMENT OF MANAGEMENT STUDIES. 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. 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. when the profit of the business was cornered by the middlemen.The Taste of India that they needed to form some sort of an organization.

The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own. 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. veterinary care. TUMKUR 22 .141 DEPARTMENT OF MANAGEMENT STUDIES. material and machines. Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.7 million 13. by prudent use of men. of Producer Members: No.all through the village societies. Members: No.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. processing and marketing of milk. the artificial insemination service. in the rural sector for the common good and betterment of the member producers and • • The Union looks after policy formulation. provision of technical inputs to enhance milk yield of animals. better feeds and the like . HMSIT. of Village Societies: 13 district cooperative milk producers' Union 2.The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union.

Gujarat co-operative milk marketing federation ltd. DEPARTMENT OF MANAGEMENT STUDIES.21 million liters per day 2. In addition to this there is total 1800 manpower in organization.The Taste of India Total Milk handling capacity: Milk collection (Total .2007-08): Milk collection (Daily Average 200708): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 10. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. TUMKUR 23 . GCMMF shares most of the market while in other parts of India it is next so. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. HMSIT.69 billion liters 7.4 million liters 626 Mts. widely known as GCMMF faces through competition in the Indian market by different companies. In western of India. per day 3090 Mts per day Sales turn over from 1994 to 2008: Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 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.

Accumulated members share capital in union is Rs. HMSIT. 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 DEPARTMENT OF MANAGEMENT STUDIES. 1500 lakh which is to be in expansion with higher advanced machinery to Rs.935. They felt very tuff competition in our country and outing countries. They have also competitor in the market. 1600 lakhs.The Taste of India Now there is machinery around Rs. Information about Competitors: The Indian market is dominated by a large number of small local manufacture and regional players. TUMKUR 24 . 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.000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies. 553.

K.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. Patel DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 25 . HMSIT. Shri D N Khurody and Shri V. Magsaysay award for community leadership presented in manila. Kurien 1964: “Padmabhusan” award given to Shri T.

Venkatrao to kaira union. R. general manager. Mr. 1988: “Best Productivity” awarded for the second successive year 198687 by the president of India. TUMKUR 26 .Birla award. Kurien.The Taste of India 1965: “Padmshri awarded was given to V. 1993: “ICA” Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific. by the president of India 1987: “Best Productivity” awarded by national productivity council for the year 1985-86 awarded to Amul dairy.B. DEPARTMENT OF MANAGEMENT STUDIES. 1999: G. HMSIT. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000. 1996. New Delhi.

HMSIT. 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.provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 27 .The Taste of India List of Products Marketed: Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat. Delicious Chocolate taste Nutramul Energy Drink A drink for Kids .

Sagar Tea Coffee Whitener Amulya Dairy Whitener The Richest. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience. TUMKUR 28 . 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.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. Amul Gold Milk DEPARTMENT OF MANAGEMENT STUDIES. HMSIT. Purest Dairy Whitener Fresh Milk Amul Fresh Milk This is the most hygienic milk available in the market.

Amul Emmental Cheese The Great Swiss Cheese from Amul.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..makes great tasting pizzas! Gouda Cheese For Cooking DEPARTMENT OF MANAGEMENT STUDIES. HMSIT.. has a sweet-dry flavour and hazelnut aroma Amul Pizza Mozzarella Cheese Pizza cheese.. TUMKUR 29 .

HMSIT. anytime. Has typical rich aroma and granular texture. Amul Shrikhand A delicious served piping hot. Masti Dahi Desserts Amul Ice Creams Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. DEPARTMENT OF MANAGEMENT STUDIES. An ethnic product made by dairies with decades of experience. White to creamy color with a pleasant taste. Pure Khoya Gulab Jamums.. Cooking Butter Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Utterly Delicious Pizza Mithai Mate Sweetened Condensed Milk .The Taste of India Amul / Sagar Pure Ghee Made from fresh cream. Amul Mithaee Gulab Jamuns Amul Chocolates The perfect gift for someone you love. TUMKUR 30 .Free flowing and smooth texture..

DEPARTMENT OF MANAGEMENT STUDIES. HMSIT.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. TUMKUR 31 . Amul Shakti Health Food Drink Available in Kesar-Almond and Chocolate flavours.

Those who are highly satisfied are much less ready to switch. 3. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk Products B. 1. To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. To know the various marketing mix that influence the customer behavior. This customer satisfaction decides the fate of the product and organization. TUMKUR 32 . Objectives of study are. There is various factors influence to the customer satisfaction. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. HMSIT. 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. SCOPE OF THE STUDY Customer satisfaction is an important element in the marketing activity. High satisfaction creates an emotional bind with the brand not just a rational preference.The Taste of India Chapter -2 Theoretical Background of This Study A. To offer pragmatic suggestion for growth and development of Amul products. DEPARTMENT OF MANAGEMENT STUDIES. These factors are. C. The result is highly customer loyalty.

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. and convenient etc. and interviews. Reputation. DEPARTMENT OF MANAGEMENT STUDIES. HMSIT. TOOLS USED TO COLLECT THE PRIMARY DATA: The primary data is collected on the basis of survey method with the help of questionnaires. The main data sources are: PRIMARY DATA The primary data refers to original information gathered for a specific purpose and provides up to date. METHODOLOGY The study is mainly concerned with behaviors of the customers’ satisfaction towards AMUL products and Milk products. accurate and relevant information and it is gathered in an investigation according to the needs of the problem. Hence various data and methodology is considered in my report preparation. Product availability. Branding. Both open and closed end questions are used in the questionnaire. direct consultation with consumers and dealers. METHODS: The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.The Taste of India Post purchase behavior. TUMKUR 33 . D. personal observation.

magazines. E. 4. 2.The Taste of India SAMPLE SIZE: It refers to the number of people surveyed for this topic. LIMITATION OF THE STUDY: 1. Sample size of the study is restricted to 100 customers only. periodical journals. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. papers. company records. in the study 100 people were surveyed and responses drawn. Time is the one constraint of the survey. 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. DEPARTMENT OF MANAGEMENT STUDIES. A secondary data is collected from the books. HMSIT. internet and other publication. Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Anand. and Vidhyanagar & at some small village. 3. Baroda. TUMKUR 34 .

1. Marketing: The meaning of the term ‘marketing’ can be studied under two heads. Modern of customer oriented marketing DEPARTMENT OF MANAGEMENT STUDIES. the term ‘Market’ refers to a certain place. where buyers and sellers personally meet each other and make their purchase and sales. Traditional or old view of marketing 2. So in the literal sense and in the ordinary language. However in commerce the term ‘Market’ is used in the economic sense. 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. it means the getting together of buyers and sellers in person or any by mail telephone. but covers the whole of any region. In short. HMSIT. telegraph of through any other means of communication. TUMKUR 35 . 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. it means a certain place where goods are bought and sold. They are.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. where the buyers and sellers are in such free intercourse. In short.

and a shared sense of purpose. mutuallybeneficial interaction.The Taste of India Definition: According to the American Marketing Association. Customer loyalty develops from personal relationships and trust between the company and the customer over time. HMSIT. TUMKUR 36 . This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires. "What's in it for me?" DEPARTMENT OF MANAGEMENT STUDIES. awareness. a combination of customer allegiance and company advocacy. AWARENESS • The art of earning customer "share-of-mind" involves creating an impression of personal identification with the company's products and/or services. the company's genuine interest and involvement in the customer's life and lifestyle. • This first stage. 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. “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.

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. such as self-fulfillment. • Once a customer interacts with the company. DEPARTMENT OF MANAGEMENT STUDIES. When the company integrates its products and services into the life and lifestyle of its customers. COMMUNITY • Customer bonding requires high levels of effective interaction. • A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company. RELATIONSHIP • At this stage. preferences and priorities between customer and company where each derives mutual benefit. repeated experiences of individual customer satisfaction take on significant importance. HMSIT. • Customers expect that products will work and that they will receive good service. communal bonding occurs. status. or belonging. 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). Companies that achieve this type of loyalty consistently delight their customers.The Taste of India • A customer identifies a product of service as meeting one or more important personal needs. TUMKUR 37 . • The community relationship stage achieves an integration of values.

Because the company now can encourage buyer-get-a-buyer programs through appropriate incentives. There are few bases for segmentation markets. benefits. o Geographic segmentation (nation. differentiable. generation. social class) o Psychographic (life style. family.The Taste of India ADVOCACY • At this advanced level of customer bonding. word-of-mouth advertising flourishes. loyalty. nationality. and the customer shows an allegiance to the company. • Customer characteristics • Consumer responses The major segmentation variables for consumers markets are. TUMKUR 38 . religion. business marketer use all these variable as along with operating variables. the company services as an advocate for the customer. country. ) These variables can be used singly or in combination. Customer Behavior: DEPARTMENT OF MANAGEMENT STUDIES. state. it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them. personality & status class) o Behavioral (occupation. purchasing approaches. & actionable. 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. city) o Demographic segmentation (age. substantial. accessible. users. HMSIT.

TUMKUR 39 . Customers are people who are happy with the product & services & are willing to come back & pay for it again. That is. to learn how consumers. evaluating & disposing of products & services that they except will satisfy their needs. DEPARTMENT OF MANAGEMENT STUDIES. 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. Satisfaction is an important element in the evaluating stage. 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. 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. it will be the customer who will decide where the firm is heading. The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a particular store or company. Perceive product & brand & stores. HMSIT. higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.The Taste of India The term consumer behavior refers to the behavior that consumer displays in reach for purchasing using. The result of satisfaction to customer form the purchase of the product or services is that more favorable post-purchase attitude. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision. Thus the challenge before the marketer is to ensure that they should satisfy every customer.

decides. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. 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. influences & buyers. The firm try to help the buyers in the solving the problem then competitors. The decision making process identifies the number of people who are involve in this process & describes a role to them like users. 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. DEPARTMENT OF MANAGEMENT STUDIES. money. TUMKUR 40 . HMSIT. effort) on various consumption related items. When a firm markets a product or service it should aim to enjoy consumer’s satisfaction & profit maximization.The Taste of India Today the firms aim to give satisfaction to the customer through marketing concepts.

Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings. He could establish itself common factors & them evaluate each market opportunity against these. 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. Customer Expectation: Customer expectation through look realistic is very often build upon on a very high platform. Then the quality of the product or services may not match the expectation. So as to reduce the level of dissatisfaction among the customers. HMSIT.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. TUMKUR 41 . the marketing decision maker could adopt approaches wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction.

as mention above. st least on occasion. True brand loyalty implies that the consumer is willing. Feedback: Many of the companies are entrusting their customers to give a feedback & use this as a means of maintaining regular contact & dialogue. they today it is what they for people that matters much more. Rather than avoiding comment. companies are encouraging their customers to talk. reliability. etc. Brands: Brands were originally developed as labels of own ship: Name Term Design and Symbol. However. powerful brands can drive success in competitive and financial markets. Brand Loyalty: It has been proclaimed by some to be the ultimate goal of marketing. style. 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. feedback helps them. In marketing. to put aside their own desires in the interest of the brand. TUMKUR 42 . and indeed become the organization’s most valuable assets. 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. DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India o Expectations at the general level like are quality. HMSIT. durability. having realized the importance of obtaining a feedback the consumers.

The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. 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. consumer wants are the drivers of all strategic marketing decision. The starting point is always consumer. This implies that the company focuses its activities and products on consumer demands.The Taste of India Customer Focus: Many companies today have a customer focus (or customer orientation). is driven by the needs of potential customers. In the consumer driven approach. Generally there are three ways of doing this: the customer driven approach. including the nature of the product itself. No strategy is pursued until it passes the test of consumer research. TUMKUR 43 . History attested to many products that were commercial failure in spite of being technological breakthroughs. Every aspect of a market offering. HMSIT. the sense of identifying market changes and the product innovation approach.

TUMKUR 44 .e. Gender classification is requiring to marketer DEPARTMENT OF MANAGEMENT STUDIES. pie charts and others. Gender classified on sex basis i. Gender: Gender play vital role in purchase decisions. so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts. HMSIT. male and female.The Taste of India Chapter-4 Analysis and Interpretation of the Data: The collected data were not easily understandable.

Classification of Customers Based On Sex Sex Male Female total No. HMSIT.1 35 65 100 Sources: Primary Data Interpretation: 35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that.The Taste of India because different gender exibit different perception towards products. of respondents Percentage % 35 65 100 Table no 5. In classification of gender the following number is used to know their perception. DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 45 . the majority of the respondents were belongs to female group.

HMSIT. Analysis of Occupation of the Respondents Occupation Business Employee House wife Others No. A blue collar worker will buy work cloths. respondents 20 10 65 05 Percentage % 20 10 65 05 DEPARTMENT OF MANAGEMENT STUDIES. of. The following occupants of the respondents are classifies for the data collection. Similarly the Amul Milk and Milk products are purchased by various occupants.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. TUMKUR 46 .1 Occupation: Occupation is also influences a person’s consumption pattern. work shoes and lunch boxes.

Analysis of Monthly Income of the Respondents DEPARTMENT OF MANAGEMENT STUDIES. HMSIT.2 Income: Income decided the purchasing power of the customer. Hence in this research I like to collect the data how income is influence to purchase Amul Milk and Milk products. they go for high quality irrespective of price of the product. 05% of the respondents are others group.5. TUMKUR 47 .5. 10% of the respondents are employees.2 Interpretation: 20% of the respondents are business. If the income is high then. ANALYSIS OF OCCUPATION OF THE RESPONDENTS 100 No. and 65% of the respondents are house wives.of respondents 70 60 50 40 30 20 10 0 65 20 10 5 Business EmployeeHouse wife Others Bus s ines Em ployee H e wife ous Others OCCUPATION Graph No.The Taste of India Total 100 Sources: Primary Data Table no.

HMSIT. 21% of the respondents earn above 10001 to 15000. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000.The Taste of India Monthly income Below 5000 5001-10000 10001-15000 15001 & above Total No. 11% of the respondents earn 15000 & above. TUMKUR 48 . 30% of the respondents earn 5001 to 10000.3 Interpretation: As per the data 38% of the respondents earn per month below 5000. of respondents 38 30 21 11 100 Sources: Primary Data Table No: 5. Percentage % 38 30 21 11 100 DEPARTMENT OF MANAGEMENT STUDIES.

The Taste of India


40 35 30 25 20 15 10 5 0

38 30 21 11


Below 5001- 10001- 15001 5000 10000 15000 & above

Graph No. 5.3

Purchasing Factor:


The Taste of India
Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influencing lot and influences positively. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products Factors Quality Brand image Price Easy availability Others Total ` No. of Respondents 38 28 20 14 Nil 100 Source: Primary Data Table no: 5.4 Percentage % 38 28 20 14 Nil 100


The Taste of India

Analysis of factors to buy Am Milk products ul
40 35 30 25 20 15 10 5 0 No. of res pondents 38 28 20 14

Quality Brand im age Price

Eas y availability

F actors

Graph no 5.4 Interpretation: 38% of respondents buying AMUL Milk & Milk products for its Good Quality, 28% of respondents use for its Band Name,20% of its Price consideration, 14% of its easy availability of respondents buying AMUL Milk & Milk products. Quality: Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliver marketing quality alongside production quality. This helps to company to attract more

Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness. Hence I try to collect information related to quality of AMUL Milk & Milk products. 35% of the respondents buy the milk due to Thickness. of Respondents 35 45 20 Nil 100 Sources: Primary Data Table no: 5. and 20% of respondents for Taste. Quality takes vital role in every organization. 45% of the respondents for Freshness.5 Interpretation: As per the data. HMSIT. TUMKUR 52 . Percentage ( % ) 35 45 20 Nil 100 DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India number of customers to their products.

5 Respondents Consumption Quality: Consumption quality is varying with various respondents. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No.6 Percentage (%) 70 10 20 100 DEPARTMENT OF MANAGEMENT STUDIES. The data is collected to know the various consumption patterns. of Respondents 70 10 20 100 Sources: Primary Data Table no: 5. TUMKUR 53 . 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.The Taste of India Opinion of the R espondents R ardingQuality eg No. HMSIT.

HMSIT. 20% of the respondents are consuming more than four liters per day. TUMKUR 54 . DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Analys of Averag C um is e ons ption of Milk Per Day 70 60 50 40 30 20 10 0 70 No.6 Interpretation: 70% of the respondents are consuming one liter per day.5. From the above table we can conclude that majority of the respondents were consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 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 Purchase Duration of the AMUL Milk & Milk Products Duration 6 Months 1-2 Years 3-4 Years More than 4 years Total No.7 Interpretation: As per the data gathered. out of 100 respondents. of Respondents 05 15 20 60 100 Sources: Primary Data Table no: 5.The Taste of India Purchase Duration: Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. 15% of the respondents from one to two years. 60% of the respondents buying AMUL Milk & Milk products from more than four years. TUMKUR 55 . When consumer repeatedly purchases the product. Percentage (%) 05 15 20 60 100 DEPARTMENT OF MANAGEMENT STUDIES. The following data show the various statuses of the respondents. 05% of the respondents buying since last six months. 20 % of the respondents from three to four years. HMSIT. From the above table we can conclude that majority of the respondents consuming AMUL Milk & Milk products more than four years. it is understood that they are satisfied with the products.

The Taste of India Analys of Purchas Duration of the Milk Products is e 60 50 40 30 20 10 0 60 No. of Respondents 25 48 22 05 100 Percentage (%) 25 48 22 05 100 DEPARTMENT OF MANAGEMENT STUDIES. Analysis of Rating towards AMUL Milk & Milk products Ratings Excellent Good Average Poor Total No. The following are the data obtained related to AMUL Milk & Milk products. HMSIT.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. TUMKUR 56 .7 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.

5. From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality. 22% of the respondents rated as Average Quality. Analysis of Rating towards Amul Milk Products 50 45 40 35 30 25 20 15 10 5 0 No. 05% of the respondents rated that AMUL Milk & Milk products are Poor.8 Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good.of Respondents 48 25 22 5 Excellent Good Average Rating Poor Graph no.The Taste of India Source: Primary Data Table no: 5. HMSIT.8 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 57 .

In this survey.The Taste of India Common Complaints: A customer centered organization makes it ways for its customer to deliver suggestion and complaints. HMSIT. Analysis of problems in Amul Milk Products Opinions Yes No Total No. common problems raised by the customer or not. 90% of the respondents are said that no problems in AMUL Milk & Milk products.9 Interpretation: Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. Percentage (%) 10 90 100 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 58 . of Respondents 10 90 100 Sources: Primary Data Table no: 5. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products.

The data is collected to know the various purchase place and availability.The Taste of India Analysis of Problems in Amul Milk Products No. HMSIT.9 Purchasing Place: Purchase place is also important to know where users choose their purchase point. TUMKUR 59 Percentage (%) 95 05 100 .10 DEPARTMENT OF MANAGEMENT STUDIES.of Respondents 100 80 60 40 20 0 10 Yes Opinions No 90 Graph no: 5. Analysis of Availability of Products from Dealers Easily Available Yes No Total No. This helps to marketer to design various promotion and distribution programmes. of Respondents 95 05 100 Sources: Primary Data Table no: 5.

Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products.of Respondetns Analysis of availability of Amul Milk Products from the Dealers 100 80 60 40 20 0 Yes Opinions 95 5 No Graph no: 5. TUMKUR 60 .The Taste of India Interpretation: 95% of the respondents said that they are getting AMUL Milk & Milk products easily. HMSIT. The following are the data obtained related to AMUL Milk & Milk products DEPARTMENT OF MANAGEMENT STUDIES. No. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers.10 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.

of Respondents 96 04 100 Sources: Primary Data Table no: 5. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products. HMSIT. TUMKUR 61 . Percentage (%) 96 04 100 DEPARTMENT OF MANAGEMENT STUDIES. Only 04% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.11 Interpretation: 96% of the respondents feel that they get the value for money they paid. Analysis of Value for Money Paid by the Respondents Response Yes No Total No.The Taste of India 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 95 05 100 Sources: Primary Data Table no: 5. HMSIT.11 Influence to Others to Buy Products: Post experience & benefits will help organization in obtaining the additional sale.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. of Responce Graph no: 5.12 Percentage (%) 95 05 100 DEPARTMENT OF MANAGEMENT STUDIES. Analysis of Recommendations Recommended Yes No Total No. 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. TUMKUR 62 . The data has been extracted & it is as follows.

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

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

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

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

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

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

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

HMSIT. Very good: [ c. No: [ ] 11. Occasionally: [ 9. to competitor’s product? a. Standard: [ ] c. Yes: [ 7. Intermediaries: [ ] ] b. excellent: [ d. Average: [ ] ] b. Yes: [ ] b. Average: [ ] ] 10.The Taste of India 5. TUMKUR 70 . Weekly: [ d. Which configuration would you decide on while buying an Amul product? a. Do the various schemes / promotional activities affect your purchase plans? a. Are you satisfied with the quality of the product? a. High: [ d. How often do you buy this product of Amul? a. What is your opinion about the performance of Amul product? a. No: [ ] Do you think the price of Amul product is high / low compared 8. Latest / Advanced: [ 6. Suggestion (if any): Date: S SAIYED SOHELAHMED (1 HM 07 MBA 44) Place: DEPARTMENT OF MANAGEMENT STUDIES. Same: [ ] ] ] b. Daily: [ ] ] b. Good: [ ] ] b. Monthly: [ ] ] c. Outstanding: [ c.