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



1 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.7 5.4 5. 5.8 5.5 5. TUMKUR 4 . 33 35 36 38 39 40 42 43 45 46 DEPARTMENT OF MANAGEMENT STUDIES. HMSIT.3 5.The Taste of India List of Tables: Table no.9 5.2 5.6 5.

2 5.6 5.5 5. 5.The Taste of India 5.4 5.9 5.7 5.1 5.12 from Dealers Analysis of Value for Money Paid by the Respondents Analysis of Recommendations 48 49 List of Graphs: Graph 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. HMSIT.8 5.11 5.3 5. 34 35 37 38 40 41 43 44 46 47 . TUMKUR 5 Page no.

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. Place: TUMKUR Saiyed [USN: 1HM07MBA44] Sohelahmed S Date: DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 6 . Belgaum. is a record of independent research work carried out by me.The Taste of India 5.11 5.12 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. HMSIT.

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

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

R. 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. Principal External guide internal guide DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India (ON THE COLLEGE LETTERHEAD) DATE: CERTIFICATE This is to certify that Mr. This Training Report is submitted for the Award of partial fulfillment of the Master’s degree in Business Administration Affiliated to VTU. Belgaum during the month of January 2009. T. HMSIT. Prof & HOD Dr. Sharma Jagadeesh Asst. Mr. TUMKUR 9 . G.M.V.

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

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

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

Presently the market is valued at around Rs7. Milk Production from 1950 to 2020 1950 – 1996 – 1997 – 17 million tonnes 70.5 77 33 27 24 22 71 14 14 12 12 11 10 10 DEPARTMENT OF MANAGEMENT STUDIES.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 2005.00. the value of Indian dairy produce is expected to be Rs 10.00.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. HMSIT.) 84.8 million tonnes 74.000 million.000 mn. TUMKUR 13 .3 million tonnes (Projected) 2020 – 240 million tonnes Expected to reach.

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

0 DEPARTMENT OF MANAGEMENT STUDIES. Investment Potential in Milk Products: At the present rate of growth.875 cr.5 78.0 68. Exports of milk products have been decentralized and export in 20052010 is estimated at 71. India is expected to overtake the US in milk production by the year 2010.0 71.The Taste of India Liberalization of the economy has led to a flood of new 74.51 85.69 ml.0 93. when demand is expected to be over 125. manufacture of casein and lactose has good scope in the country.5 65.2 63. TUMKUR 15 . Being largely imported. Production of Milk in India: The facts and figures here shown are calculated on the basis of percentage increases pear year. HMSIT.17 89.0 81. including MNCs due to good prospects and abundant supply. 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.

" was suggested by a quality control expert in Anand. all meaning "priceless". Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25. (Turnover: Rs. No other brand comes even close to it. Amul Chocolates.65 102." from the Sanskrit "Amoolya.45 107. Amul Milk and Amulya have made Amul a leading food brand in India. Of high-quality products sold at reasonable prices. Amul Milk Powder. Amul Shrikhand. Amul Ice cream. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses DEPARTMENT OF MANAGEMENT STUDIES. Today Amul is a symbol of many things. 52. Amul Cheese. Amul products have been in use in millions of homes since 1946. Amul Ghee.000 tonnes a year in 1997.55 billion in 2007-08). are found in several Indian languages.The Taste of India 2004-05 2005-06 2006-07 97. Amulspray. The brand name "Amul. Nutramul. Variants. Amul Butter. HMSIT. 50 years after it was first launched. TUMKUR 16 .58 Company profile Company Profile of Amul: AMUL means "priceless" in Sanskrit.

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

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

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

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

1946. 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. Amul is an example par excellence. Looking back on the path traversed by Amul. more than 400 farmers joined in more village societies.000 liters a day. and the quantity of milk handled by one Union increased from 250 to 5. • DEPARTMENT OF MANAGEMENT STUDIES. Amul has been able to: • Provide a support system to the milk producers without disturbing their agro-economic systems Even though. It also enables the consumer an access to high quality milk and milk products. of an intervention for rural change. HMSIT. it does not disturb the agrosystem of the farmers. What's more. the following features make it a pattern and model for emulation elsewhere. 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. growing with time and on scale. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. TUMKUR 21 . By the end of 1948.The Taste of India that they needed to form some sort of an organization. Contrary to the traditional system. when the profit of the business was cornered by the middlemen. it has remained with the smallest producer members. In that sense. An assured market proved a great incentive to the milk producers of the district. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.

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

DEPARTMENT OF MANAGEMENT STUDIES. Gujarat co-operative milk marketing federation ltd.The Taste of India Total Milk handling capacity: Milk collection (Total . 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. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. HMSIT.2007-08): Milk collection (Daily Average 200708): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 10. TUMKUR 23 . But slowly and surely GCMMF is growing in sharing the market with other competitors industries.21 million liters per day 2.69 billion liters 7. GCMMF shares most of the market while in other parts of India it is next so. In addition to this there is total 1800 manpower in organization.4 million liters 626 Mts. widely known as GCMMF faces through competition in the Indian market by different companies.

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

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

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

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. TUMKUR 27 .provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk DEPARTMENT OF MANAGEMENT STUDIES.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 .

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

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

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

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

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

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

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

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

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

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

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

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

The decision making process identifies the number of people who are involve in this process & describes a role to them like users. The firm try to help the buyers in the solving the problem then competitors. DEPARTMENT OF MANAGEMENT STUDIES. 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. effort) on various consumption related items. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. TUMKUR 40 . 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 marketers must see that consumers with purchasing power constitute a potentials buyers are identified. HMSIT. 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. decides. influences & buyers.

HMSIT. 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.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. 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. So as to reduce the level of dissatisfaction among the customers. 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. Then the quality of the product or services may not match the expectation. Customer Expectation: Customer expectation through look realistic is very often build upon on a very high platform.

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

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

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

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

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

2 Interpretation: 20% of the respondents are business. Analysis of Monthly Income of the Respondents DEPARTMENT OF MANAGEMENT STUDIES.5. 10% of the respondents are employees. If the income is high then. 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. and 65% of the respondents are house wives.5. 05% of the respondents are others group.The Taste of India Total 100 Sources: Primary Data Table no.2 Income: Income decided the purchasing power of the customer. HMSIT.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. ANALYSIS OF OCCUPATION OF THE RESPONDENTS 100 No. TUMKUR 47 .

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

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

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

The data is collected to know the various consumption patterns.5.6 Percentage (%) 70 10 20 100 DEPARTMENT OF MANAGEMENT STUDIES.The Taste of India Opinion of the R espondents R ardingQuality eg No. Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No. HMSIT. of Respondents 70 10 20 100 Sources: Primary Data Table no: 5.5 Respondents Consumption Quality: Consumption quality is varying with various respondents. TUMKUR 53 . Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. of R pondents es 50 40 30 20 10 0 Thicknes s F hnes res s Opinions Tas te 35 20 45 Graph no.

10% of the respondents are consuming two to four liter per day. DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 54 . HMSIT.5.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. 20% of the respondents are consuming more than four liters 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.6 Interpretation: 70% of the respondents are consuming one liter per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.

The following data show the various statuses of the respondents.The Taste of India Purchase Duration: Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. 05% of the respondents buying since last six months.7 Interpretation: As per the data gathered. 60% of the respondents buying AMUL Milk & Milk products from more than four years. 20 % of the respondents from three to four years. Percentage (%) 05 15 20 60 100 DEPARTMENT OF MANAGEMENT STUDIES. HMSIT. 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. out of 100 respondents. When consumer repeatedly purchases the product. it is understood that they are satisfied with the products. 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. TUMKUR 55 . of Respondents 05 15 20 60 100 Sources: Primary Data Table no: 5.

The following are the data obtained related to AMUL Milk & Milk products. HMSIT.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.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 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 . 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.

From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality. TUMKUR 57 .of Respondents 48 25 22 5 Excellent Good Average Rating Poor Graph no. 48% of the respondents rated as good.8 Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. HMSIT. 05% of the respondents rated that AMUL Milk & Milk products are Poor. 22% of the respondents rated as Average Quality.The Taste of India Source: Primary Data Table no: 5.5. Analysis of Rating towards Amul Milk Products 50 45 40 35 30 25 20 15 10 5 0 No.8 DEPARTMENT OF MANAGEMENT STUDIES.

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

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

TUMKUR 60 . The following are the data obtained related to AMUL Milk & Milk products DEPARTMENT OF MANAGEMENT STUDIES.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 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. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. HMSIT. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers. No.The Taste of India Interpretation: 95% of the respondents said that they are getting AMUL Milk & Milk products easily.

From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.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. HMSIT.11 Interpretation: 96% of the respondents feel that they get the value for money they paid. of Respondents 96 04 100 Sources: Primary Data Table no: 5. Percentage (%) 96 04 100 DEPARTMENT OF MANAGEMENT STUDIES. Analysis of Value for Money Paid by the Respondents Response Yes No Total No. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products. TUMKUR 61 . Only 04% of the respondents feel that they are not getting the value for money what they paid.

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. 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.11 Influence to Others to Buy Products: Post experience & benefits will help organization in obtaining the additional sale.12 Percentage (%) 95 05 100 DEPARTMENT OF MANAGEMENT STUDIES. TUMKUR 62 . The data has been extracted & it is as follows. of Responce Graph no: 5. of Respondents 95 05 100 Sources: Primary Data Table no: 5. Analysis of Recommendations Recommended Yes No Total No. HMSIT.

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

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

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

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

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

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

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

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


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