8rand |oya|ty

Brand loyalty, in marketing, consists oI a consumer's commitment to repurchase

or otherwise continue using the brand and can be demonstrated by repeated
buying oI a product or service, or other positive behaviours such as word oI
mouth advocacy.
Brand loyalty is more than simple repurchasing, however. Customers may
repurchase a brand due to situational constraints (such as vendor lock-in), a lack
oI viable alternatives, or out oI convenience.

Such loyalty is reIerred to as
"spurious loyalty". True brand loyalty exists when customers have a high
relative attitude toward the brand which is then exhibited through repurchase
behaviour. This type oI loyalty can be a great asset to the Iirm: customers are
willing to pay higher prices, they may cost less to serve, and can bring new
customers to the Iirm.

For example, iI Joe has brand loyalty to Company A he
will purchase Company A's products even iI Company B's are cheaper and/or oI
a higher quality.
From the point oI view oI many marketers, loyalty to the brand in terms oI
consumer usage is a key Iactor.
4 types of customers or brand users.
Hard Core Brand Loyalists: These are customers who remain loyal to a single brand.

$oft Core Brand Loyalists: These are customers who remain loyal to 2-3 brands at a time.

$ifting Brand Loyalists: ShiIting brand loyalists are those who keep shiIting Irom one brand to another.But
they can come back to the brand towards which they were loyal.

$itcers: The switchers always look Ior new brands.They preIer to experiment with diIIerent brands.At times
they also switch to new brands because oI price change.

fe more points to keep in mind
W Develop an unbeatable product - iI you want to keep customers, make sure they can get
what they want Irom your product.
W Give customers an incentive to repeat-purcase - chances to win a prize, giIts with a
certain number oI prooIs oI purchase, in-pack discount coupons, etc.
W $tand beind your product iI customers don`t trust the product, they won`t purchase it
again.
W Kno your tropy customers and treat tem best of all remember the rule that 80
percent oI sales will come Irom the top 20 percent oI customers.
Make it easier to buy your brand tan competing brands availability and simplicity
are keys in today`s high-speed world. Customers appreciate convenience more than ever.
W Go to your customers - bring the product to customers when possible.
W Become a customer service campion seek
to serve the customer and they will repeat-purchase.again and again!
List of Products Marketed:
Breadspreads:
O Amul Butter
O Amul Lite Low Fat Breadspread
O Amul Cooking Butter
Ceese Range:
O Amul Pasteurized Processed Cheddar Cheese
O Amul Processed Cheese Spread
O Amul Pizza (Mozarella) Cheese
O Amul Shredded Pizza Cheese
O Amul Emmental Cheese
O Amul Gouda Cheese
O Amul Malai Paneer (cottage cheese)
O &tterly Delicious Pizza
Mitaee Range (Etnic seets):
O Amul Shrikhand (Mango, SaIIron, Almond Pistachio, Cardamom)
O Amul Amrakhand
O Amul Mithaee Gulabjamuns
O Amul Mithaee Gulabjamun Mix
O Amul Mithaee KulIi Mix
O Avsar Ladoos
&HT Milk Range:
O Amul Shakti 3 Iat Milk
O Amul Taaza 1.5 Iat Milk
O Amul Gold 4.5 Iat Milk
O Amul Lite Slim-n-Trim Milk 0 Iat milk
O Amul Shakti Toned Milk
O Amul Fresh Cream
O Amul Snowcap SoIty Mix
Pure Gee:
O Amul Pure Ghee
O Sagar Pure Ghee
O Amul Cow Ghee
nfant Milk Range:
O Amul InIant Milk Formula 1 (0-6 months)
O Amul InIant Milk Formula 2 ( 6 months above)
O Amulspray InIant Milk Food
Milk Poders:
O Amul Full Cream Milk Powder
O Amulya Dairy Whitener
O Sagar Skimmed Milk Powder
O Sagar Tea and CoIIee Whitener
$eetened Condensed Milk:
O Amul Mithaimate Sweetened Condensed Milk
res Milk:
O Amul Taaza Toned Milk 3 Iat
O Amul Gold Full Cream Milk 6 Iat
O Amul Shakti Standardised Milk 4.5 Iat
O Amul Slim & Trim Double Toned Milk 1.5 Iat
O Amul Saathi Skimmed Milk 0 Iat
O Amul Cow Milk
Curd Products:
O ogi Sweetened Flavoured Dahi (Dessert)
O Amul Masti Dahi (Iresh curd)
O Amul Masti Spiced Butter Milk
O Amul Lassee
mul cecreams:
O Royal Treat Range (Butterscotch, Rajbhog, Malai KulIi)
O ut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted
Almond)
O ature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black
Currant, Santra Mantra, Fresh Pineapple)
O $undae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
O ssorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch,
Megabite, Cassatta)
O &tterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
Cocolate & Confectionery:
O Amul Milk Chocolate
O Amul Fruit & Nut Chocolate
Bron Beverage:
O Nutramul Malted Milk Food
Milk Drink:
O Amul Kool Flavoured Milk (Mango, Strawberry, SaIIron, Cardamom, Rose,
Chocolate)
O Amul Kool CaIe
O Amul Kool Koko
O Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)
Healt Beverage:
O Amul Shakti White Milk Food









"uestionnaire
Name :
Age:
O 15 to 25
O 25 to 35
O 35 to 45
O 45 & above
Gender: Male Female
Occupation
O Student
O Employee
O Other
Q1: Have you ever purchased Amul Butter?
O es
O No
Q2: How many members are there in your Iamily?
O 2 4
O 5 8
O -12
O 12 & above
Q3: How oIten do you consume Amul Butter?
O All the days
O Frequently
O Occasionally
O Not at all



Q4: How oIten do you purchase Amul Butter in a month?
O Once in 7 days
O Once in 15 days
O Once in 3 weeks
O Monthly once
Q5: Do you go Ior
O Branded butter
O Local butter
Q6: Which brand oI butter you perIer to purchase to your Iamily?
O Amul Butter
O Mello Butter
O Nutralite Butter
O Britannia Butter
Q7: Which brand you are using currently?
O Amul Butter
O Other. . . . . . . . . . . . . .
Q8: How did you come to know about Amul Butter?
O Not heard
O Friends
O Display
O Family
O Media
Q: Where do you usually purchase the Amul Butter?
O Departmental stores
O Shopping mall
O Both
O Grocery shop
Q10: &sually what size you will purchase Amul Butter?
O Small
O Medium
O Large

Q11: Why do you preIer to buy Amul Butter?
O Quality
O Price
O Taste
O Availability
Q12: Compared to last purchase has your present consumption oI purchase oI Amul Butter?
O Increased
O Some what increased
O No change
O Decreased
Q13: Rate the satiIaction level oI Amul Butter based on :-
(5 Max)
O Quality
O Value
O Price
O Availability
Q14: Are you completely satisIied with the Amul butter?
O es
O No
Q15: Have you ever encounter any Quality problem regarding Amul Butter?
O es
O No
II yes, what is the nature oI complaints?




Q16: Any suggestion Ior improvement:-









TBLE 3.1

TBLE $HOWG RE$PODET$ GE

Age No. oI Respondents Percentage
15 25 12 50
26 35 6 22
36 45 3 12
46 & above 4 16
Total 25 100
($ource: Primary Data)
CHRT


TERPRETTO

Almost halI oI the respondents are oI the age group oI 15 25 years where as 22 oI the
respondents are oI the age group oI 26 35 years. Only 12 and 16 are oI the age group oI
36 45 years and 46 year and above.




30
22
12
16

13 23
26 33
36 43
46 above
TBLE-3.2
TBLE $HOWG OCC&PTO O RE$PODET$
Occupations No oI respondents Percentage
Students 12 50
Employee 7 26
Others 6 24
Total 25 100
($ource: Primary Data)
CHRT


TERPRETTO
Around 50 oI the respondents are students where as other 50 are employee and
are oI other occupations which 26 and 24 respectively.










30
26
24
nnat|on
sLudenLs
employee
oLhers
TBLE-3.3
TBLE $HOWG COM$&MTO O M&L B&TTER
Consumption No. oI respondents Percentage
All the days 38
Frequently 8 32
Occasionally 7 28
Not at all 1 2
Total 25 100
($ource: Primary Data)
CHRT


TERPRETTO

Around 38 oI the surveyors consumed amul butter all the days oI the week where
as 32 have it Irequently and still yet 28 have it occasionally and hardly 2 voted
that they don`t have it at all.






38
32
28
2
onst|on
All Lhe days
lrequenLly
Cccaslonally
4Lh CLr
TBLE - 3.4
TBLE $HOWG RE"&ECY O P&RCH$E O M&L B&TTER

Purchase No. oI respondents Percentage
Once in 7 days 34
Once in 15 days 8 34
Once in 3 weeks 3 14
Monthly once 5 18
Total 25 100
($ource : Primary data)
CHRT

TERPRETTO

When the candidates were asked about the Irequency oI their purchases, it was seen
that around 34 purchases butter every week whereas the next 34 purchase it every
Iortnight. Around 14 purchases butter in every 3 weeks whereas the rest 18
purchases it every month.




34
34
14
18
9rnas
Cnce ln 7 days
Cnce ln 13 days
Cnce ln 3 weeks
MonLhly once
TBLE - 3.5
TBLE $HOWG RE$PODET$ PREERECE
PreIerence No. oI respondents Percentage
Branded 25 100
Local 0 0
Total 25 100
($ource : Primary Data)
CHRT


TERPRETTO:

When the people were asked oI their choice Ior branded or local butter, 100 oI them voted
Ior branded.




100
0
9rrnn
8randed
Local
TBLE 3.6
TBLE $HOWG BRD PREERRED
BY THE RE$PODET TO P&RCH$E B&TTER TO THER MLY
Brands No. oI respondents Percentage
Amul Butter 17 68
Mello Butter 3 12
Nutralite Butter 3 12
Britannia Butter 2 8
Total 25 100
($ource : Primary Data)
CHRT

TERPRETTO:

Among the various butter brands available in the market about 68 preIer amul butter, 12
each Ior nutralite and mello butter and the rest 8 preIer Britannia.





68
12
12
8
8rand
Amul 8uLLer
Mello 8uLLer
nuLrallLe 8uLLer
8rlLannla 8uLLer
TBLE - 3.7
TBLE $HOWG C&RRETLY &$G BRD
Brands No. oI respondents Percentage
Amul butter 18 74
Others 7 26
Total 25 100
($ource: Primary Data)
CHRT

TERPRETTO
When asked the people about their current usage, 74 replied that they were currently using
amul butter whereas only 26 said that they were using other brands.






74
26
0
8rands
Amul 8uLLer
CLher
TBLE - 3.8
TBLE $HOWG HOW THE RE$PODET$ CME TO KOW
BO&T M&L B&TTER
InIormation No. oI
respondents
Percentage
Not heard 0 0
Friends 7 28
Displays 5 18
Family 4 18
Media 36
Total 25 100
($ource : Primary Data)
CHRT


TERPRETTO
When I asked the people that how did they got to know about the product, iI ever then
maximum number oI them (more than 60) said that they have heard about it Irom media or
Irom Iriends whereas 36 said that they have heard about it Irom Iamily and display oI
hoardings and banners.

0
28
18
18
36
norat|on
noL Peard
lrlends
ulsplays
lamlly
Medla
TBLE - 3.9
TBLE $HOWG PLCE WHERE RE$PODET$ &$&LLY
P&RCH$E M&L B&TTER
Place No. oI respondents Percentage
Departmental stores 8 32
Shopping malls 7 26
Both 3 14
Grocery shop 7 28
Total 25 100
($ource : Primary Data)
CHRT

TERPRETTO
It was observed that more than 72 buy amul butter either Irom departmental stores or malls
or both oI them whereas the rest oI them buys it Irom groceries.




32
26
14
28
a|s
ueparLmenLal SLores
Shopplng malls
boLh
Crocery shop
TBLE - 3.10
TBLE $HOWG $E PREERED OR P&RCH$E
Packaging No. oI respondents Percentage
Small 7 30
Medium 7 28
Large 11 42
Total 25 100
($ource : Primary Data)
CHRT

TERPRETTO
About 42 oI the surveyors said that they buy a large pack oI amul butter whereas 30 said
that they go Ior small sizes and the rest 28 go Ior medium sizes.





30
28
42
a|s
Small
Medlum
Large
TBLE - 3.11
TBLE $HOWG PREERECE O M&L B&TTER
PreIerence No. oI respondents Percentage
Quality 7 28
Price 3 14
Taste 6 24
Availability 34
Total 25 100
($ource : Primary Data)
CHRT

TERPRETTO
When the people were enquired about the reason oI their preIerence Ior amul butter 34
replied that it was easily available, 28 bought it because oI quality, 24 because oI taste
and 14 because oI price.




28
14
24
34
9rrnn
CuallLy
rlce
1asLe
AvallablllLy
TBLE - 3.12
TBLE $HOWG PRE$ET CO$&MP&TO O M&L B&TTER
Consumption No. oI respondents Percentage
Increased 6 26
Some what increased 7 26
No change 7 30
Decreased 5 18
Toal 25 100
($ource : Primary Data)
CHRT

TERPRETTO
More than 50 oI the people surveyed said that there was an increase in the consumption oI
their butter and the rest said that there was no change or it decreased.





26
26
30
18
onst|on
lncreased
Some whaL lncreasded
no change
uecreased
TBLE - 3.13
TBLE $HOWG RE$PODET$ OPO BO&T THE
PRCE O THE M&L B&TTER
Priced No. oI respondents Percentage
Low 1 6
Reasonable 10 40
High 7 28
Very high 7 26
Total 25 100
($ource : Primary Data)
CHRT

TERPRETTO
The people had the combined opinion that the product was expensive as hardly 6 said that it
was low priced. Rest all oI them said that the price was high.




6
40
28
26
9r|nd
Low
8easonable
Plgh
very hlgh
TBLE 3.14
TBLE $HOWG RE$PODET$ OPO OR THE COMPLETE
$TCTO WTH M&L B&TTER
SatisIied No. oI respondents Percentage
es 20 80
No 5 20
Total 50 100
($ource: Primary Data)
CHRT

TERPRETTO
80 oI the respondents said yes that are being satisIied with the product where as only 20
oI them said no.





80
20
at|sant|on
yes
no
TBLE 3.15
TBLE $HOWG RE$PODET$ OPO$ BO&T PROBLEM /
COMPLT$ REGRDG M&L B&TTER

Problem
No. oI respondents Percentage
es 5 22
No 20 78
Total 25 100
($ource: Primary Data)
CHRT

TERPRETO
As iI now only 22 oI the respondents have encountered problem with the product where as
78 oI them have not Iaced any problem with the product




22
78
9rob|
yes
no
LY$$
1. Most oI respondents are young, students their input Ior the survey. They majorly
contribute to the consumer population.
2. This shows that survey hold the majority oI the students that is 100
3. The number oI respondents in the survey are 10 and out oI them 56 oI them are
males and remaining are Iemales.
4. The table concludes that Amul Butter is consumed on almost daily basis. This shows
that butter is popular among the population and is an integral Iood product consumed
by the masses.
5. Based on previous interpretations and current survey, most oI the people ( more than
50) consumes it on regular basis and also the Irequency oI purchase is majorly once
in week, concludes that there is a heavy consumption ( and purchase) oI Amul butter
by the people.
6. The previous survey showed us that the people consume butter heavily. But people,
today are aware oI the practices and are health conscious. Hence Iorth they preIer a
branded butter since branded products Iollow the standards Ior the preparation oI
butter, so that the quality and essence oI the butter is maintained.
7. Table 3.6 shows that our brand is the most popular brand among the people. And
Mello Butter is the secondly popular among the people Iollowed by Nutralite Butter
and Britannia Butter.
8. Amul Butter is the mostly used butter by the people.
. The Iact that no one voted Ior 'not heard shows that the brand is well reached in the
market. Also, since Amul is the old brand (since white revolution), it is an well
established brand and has maintained its reputation by ensuring the delivery oI quality
product regularly. The brand name is heard Irom the people since last two decades.
10.The availability oI the Amul butter is very good. It is easily available and bought Irom
various places.
11.The study shows that Amul Butter is available in diIIerent qualities and all the
available packs are almost equally popular. This also shows that Amul targets all the
classes oI population, according to their needs.

12.The survey shows that Amul butter has maintained standards in all the Iields such as
quality, price, taste and availability. Major Iactor which contribute to people
preIerring Amul Butter is its quality which it has maintained and high availability oI
the product in the market.
13.The taste oI the product and its easily availability are the major reasons behind the
increase in consumption oI Amul butter.
14. This study shows that the product is priced high according to the respondents.