Executive Summary In this research the researcher has put an effort to understand the buying behavior of the consumers

towards AMUL products 1. In this report, the researcher has first of all given a brief review about AMUL sector as a whole. 2. Then He has given a review of the findings of some of the researches that has already been conducted by various researchers. 3. Then He has enumerated her research objectives. 4. Then He has given the panoramic view regarding the topic. 5. Then He has described her research methodology i.e., the sample unit, sample size, sampling region, sampling procedure that He has used in her report. 6. He has used stratified random sampling as her sampling procedure. 7. Then He has analyzed the data which was collected by a questionnaire. 8. Then He has concluded the findings of the survey. 9. Then finally, He has given few suggestions & recommendations regarding the topic.

Objectives:

To know the relationship of sales with the advertisement. To know awareness of people towards Amul chocolates. To know in which segment chocolates are mostly like/preferred. To know which advertisement tool is mostly preferred by people. To know the preference of Amul chocolates with comparison to

Other competitive brands.

To know the factors which affects consumers buying behaviour

to purchase chocolates.

Suggestions: v In order to maintain and increase the sales in the city of Delhi, the following recommendations regarding Amul Chocolates; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:

v First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate, which it should get. v Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. v Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. v Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. v Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name. v Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. v Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. v Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment. Limitations: v Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. v When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. v As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. v Sometimes the problem which I face is language problem for which I have to make them understand. v Non-cooperative approach and rude behavior of the respondents. v If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

Conclusion: As we know that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we cant ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amuls product and they will accept its chocolates also if effective actions were taken. The survey resulted into following conclusions : v Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. v Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. v In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. v People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques.