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Summer Training Project Report On



Submitted of Partial Fulfillment for the Degree of Masters of Business Administration (MBA -2013-2014)

Under The Guidance of:Miss. Venus madan

Submitted By:Harshit Agnihotri Roll No. 1241970022





The making of this project has been a great experience for me on AMUL India Ltd. (Sales and Marketing) during partial fulfillment of my course.

I like to thank Mr. S.P. Srivastava , Sr. DGM (Marketing), Office-in charge, AMUL, Kanpur for give me an opportunity to do my training in their organization and helping me painstakingly.

I am thankful for providing me guidance Miss. Venus madan , MBA Faculty guide.

Last but not least I would also thankful to all AMUL family and retailers who helped me during my project work.


The summer project on A STUDY OF MARKET SHARE & CONSUMER PERCEPTION REGARDING AMUL MILK & MILK PRODUCTS IN KANPUR is the original work done by me. This is the property of the institute and use of this report without prior permission of the Institute will be considered illegal and actionable.



S.No. i. ii. iii. iv. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Topics College Certificate Company Certificate Acknowledgement Student Declaration

Page Number

Introduction Objective Of The Study About The Topic Industry Profile Company Profile Financial Analysis of the Company Amuls Products Research Methodology Data Analysis and Interpretation Findings Suggestions Conclusion Limitations of the Study Appendices: 1) Questionnaire

1 4 6 8 15 24 28 38 41 66 68 71 73

75 79




Marketing is a total system of business, an ongoing process of: 1. Discovering and translating consumer needs and desires into the products services (planning and producing the planned products). 2. Creating demand for this product and services (through promotion and pricing) 3. Serving the consumer demand through planned and physical distribution) with the help of marketing channels and then I turn. 4. Expanding the market even in the place of keen competition.

The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organize the ,marketing function, implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. The marketing programme covers producer planning or merchandising, price, promotion and distribution. In short, modern marketing begins with the customer, not with production cost, sales, technological landmarks and it ends with the customer satisfaction and social wellbeing. Under the market- driven economy buyer or customer is the boss. 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. 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. The process is based on corporate goals and corporate capabilities. Marketing

process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. 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.



This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. Objectives of study are; 1. To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. To offer pragmatic suggestion for growth and development of Amul products. 3. To know the various marketing mix that influence the customer behavior.




when researcher was assigned the project first of all to understand the completely about the project what actually has to be done in the project. researcher understood the project in detail with the help of our faculty guide as well as our company guide and made a questionnaire for the collection of primary data. after approval of the questionnaire researcher started the primary data collection based on it. my target people was professional, House Wife, Student, high class salaried people, etc. after collecting the data from respondents then researcher started data analysis.



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. Dairy technology has been defined as that branch of dairy science, 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. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. 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. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 corers by year 2005. This 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. By 2005, the value of Indian dairy produce is

expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn.

Milk Production from 1950 to 2020

1950 1996 1997 (Projected) 2020 17 million tones

70.8 million tones

74.3 million tones

240 million tones

Expected to reach- 220 to 250 ml 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 3035% (year 2020)

World's Major Milk Producers

(Million MTs)

2008-09 Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 81 75 34 27 24 21 71 14 15 12 11 11 10 9

2010-11 (Approx.)

84.5 77 33 27 24 22 71 14 14 12 12 11 10 10

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. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry to expand its market worldwide even small union also.

Development of Food Processing Industry:

The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk.

Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc.. some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.

Investment Potential in Milk Products:

At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr.

Production of Milk in India:

The facts and figures here shown are calculated on the basis of percentage increases pear year.

Year 1996-95 1997-98 1998-99 1999-2000 2000-2001 2001-2002 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Production in million MT 61.2 63.5 65.0 69.0 74.0 78.5 80.0 84.51 87.17 92.0 97.0 102.65 108.45 115.58 168.52


Company Profile of Amul:

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices.

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. 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

AMUL stands for,


Anand M= Milk U = Union



Milestone of Amul:
Name From Location Registration Registered Size Karia district co-operative milk producers ltd, widely known as Amul Co-operative sector registered under the co-operative society act Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India 14th December, 1946 Kaira district co-operative milk producers ltd, Anand -388 001. Gujarat Production of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. Plant There are 4 plants 1) Amul Plant 3) Mogar Plant Banker 2) Kanjari Plant 4) Khatraj Plant

1. The Kaire District Center Co-Operative Bank Ltd. 2. UTI bank 3. SBI 4. Bank of Baroda 5. Corporation bank 6. Bank of Maharashtra

Working Founders

10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each other. 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. o First hand is of farmers, without whom the organization would not have existed. o Second hand is of processors, who process the row material (milk) into finished goods. o Third hand is of marketer, without whom the product would have not reached the customers o Fourth hand is of customers, without whom the products would have not carried on.

Brief History of Amul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a cooperative organization's success in the long term. It is one of the best examples of cooperative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as 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. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

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). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter

Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

AMUL: The origin

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern of liberation and self-reliance for every farmer to follow.

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. Over four decades ago. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Lucknow Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 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. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to:

Provide a support system to the milk producers without disturbing their agroeconomic systems

Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change.

Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations

Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and

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

Achievements \ awards:
Amul a co-operative society and its co-operation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining co -operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.


GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

13 district cooperative milk producers' Members: Union No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 2.7 million 13,141 10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day

Sales turn over from 1996 to 2011:

Sales Turnover 1996-97 1997-98 1998-99 1999-2000 2000-2001 2001-2002 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 85254

Ownership Pattern of Amul

Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.

Information about Competitors:

The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 3040% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.


According to Product Categories

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

For Ghee Product Gopi Ghee Gayatri Ghee Krishna Ghee Abad Ghee Nestle

For Chocolate Cadbury Max Dairy Milk Five Star

Butter Nature butter

Cheese Britannia Lebon

List of Products Marketed:

Bread Spreads Amul Butter

Utterly Butterly Delicious

Amul Lite
Low fat, 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. Delicious Chocolate taste

Nutramul Energy Drink

A drink for Kids provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk

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, 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, Purest Dairy Whitener

Fresh Milk Amul Fresh Milk

This is the most hygienic milk available in the market. Pasteurised in stateof-the-art processing plants and pouchpacked for convenience.

Amul Gold Milk

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..

Amul Emmental Cheese

The Great Swiss Cheese from Amul, has a sweetdry flavour and hazelnut aroma

Amul Pizza Mozzarella Cheese

Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking Amul / Sagar Pure Ghee

Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai Mate
Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Desserts Amul Ice Creams

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand
A delicious treat, anytime.

Amul Mithaee Gulab Jamuns

Pure Khoya Gulab served piping hot.

Amul Chocolates
The perfect gift for someone you love.

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.

Amul Shakti Health Food Drink

Available in Kesar-Almond and Chocolate flavours.


Research Methodology

METHODOLOGY The study is mainly concerned with behaviors of the customers satisfaction towards AMUL products and Milk products. Hence various data and methodology is considered in my report preparation. The main data sources are: PRIMARY DATA The primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA: The primary data is collected on the basis of survey method with the help of questionnaires, and interviews, personal observation, direct consultation with consumers and dealers. Both open and closed end questions are used in the questionnaire.

METHODS: The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.

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.

SAMPLE SIZE: It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn. 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. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication.


Analysis and Interpretation of the Data

The collected data were not easily understandable, 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, pie charts and others.

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring to marketer because different gender exhibit different perception towards products. In classification of gender the following number is used to know their perception.

Classification of Customers Based On Sex Sex No. of respondents Percentage %

Male Female Total

35 65 100

35 65 100



70 No of Respondents 60 50 40 30 20 10 0 Male 35

Male Female



35% of the respondents are male and 65% of the respondents are

female. From the above table we can conclude that, the majority of the respondents were belongs to female group.

Occupation is also influences a persons consumption pattern. A blue collar worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk products are purchased by various occupants. The following occupants of the respondents are classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage % Business Employee House wife Others Total 20 10 65 05 100 20 10 65 05 100


80 65 No.of respondents 60 40 20 0 20

Business Employee House wife



House wife Others


Interpretation: 20% of the respondents are business, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.

Income: Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Milk and Milk products.

Analysis of Monthly Income of the Respondents

Monthly income

No. of respondents

Percentage %

Below 5000 5001-10000 10001-15000 15001 & above Total

38 30 21 11 100

38 30 21 11 100



30 20 10 0

21 11

Below 50011000115001 5000 10000 15000 & above


Interpretation: As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents monthly income group of below 5000 and more than 5000 to 10000.

Which product you are buying?

Purchasing Factor: 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 Percentage % 38 28 20 14 Nil 100

Analysis of factors to buy Amul Milk products

No. of respondents 40 30 20 10 0 Quality Brand image Price Easy availability 38 28 20 14


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.

What is the most important factor that matters while buying an Amul product?

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 number of customers to their products. Hence I try to collect information related to quality of AMUL Milk & Milk products.

Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. of Respondents 35 45 20 Nil 100 Percentage ( % ) 35 45 20 Nil 100

Opinion of the Respondents Regarding Quality

No. of Respondents

50 40 30 35


20 20 10 0 Thickness Freshness Opinions Taste

Interpretation: As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the respondents for Freshness, and 20% of respondents for Taste. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness.

Which configuration would you decide on while buying an Amul product 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. The data is collected to know the various consumption patterns.

Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No. of Respondents 70 10 20 100 Percentage (%) 70 10 20 100

Analysis of Average Consumption of Milk Per Day

No. of Respondents


60 40 20 0 20 10

1 Liter

2-4 Liter

More than 4 Liters

Interpretation: 70% of the respondents are consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 20% of the respondents are consuming more than four liters per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.

Purchase Duration: Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. When consumer repeatedly purchases the product, it is understood that they are satisfied with the products. The following data show the various statuses of the respondents.

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. of Respondents 05 15 20 60 100 Percentage (%) 05 15 20 60 100

Analysis of Purchase Duration of the Milk Products

No.of Respondents

60 20

40 20 0 5 15

6 Months 1-2 Years 3-4 More Years than 4 years

Interpretation: As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents from one to two years, 20 % of the respondents from three to four years, 60% of the respondents buying AMUL Milk & Milk products from more than four years. From the above table we can conclude that majority of the respondents consuming AMUL Milk & Milk products more than four years.

Are you satisfied with the quality of the product 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 following are the data obtained related to AMUL Milk & Milk products. Analysis of Rating towards AMUL Milk & Milk products Ratings Excellent Good Average Poor Total No. of Respondents 25 48 22 05 100 Percentage (%) 25 48 22 05 100

Analysis of Rating towards Amul Milk Products 48

50 45 No.of Respondents 40 35 30 25 20 15 10 5 0 Excellent 25



Average Rating


Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality.

Common Complaints: A customer centered organization makes it ways for its customer to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not. Analysis of problems in Amul Milk Products Opinions Yes No Total No. of Respondents 10 90 100 Percentage (%) 10 90 100

Analysis of Problems in Amul Milk Products

100 No.of Respondents 80 60 40 20 0 Yes Opinions 10



Interpretation: Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products.

Purchasing Place: Purchase place is also important to know where users choose their purchase point. This helps to marketer to design various promotion and distribution programmes. The data is collected to know the various purchase place and availability.

Analysis of Availability of Products from Dealers Easily Available No. of Respondents Percentage (%)










Analysis of availability of Amul Milk Products from the Dealers


No.of Respondetns


50 5 0 Yes


Interpretation: 95% of the respondents said that they are getting AMUL Milk & Milk products easily. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers.

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. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products.

Analysis of Value for Money Paid by the Respondents Response Yes No Total No. of Respondents 96 04 100 Percentage (%) 96 04 100

Analysis of Value For Money Paid By The Consumers

100 96

No. of Respondents

80 60 40 20 0 Yes No 4


Interpretation: 96% of the respondents feel that they get the value for money they paid. Only 04% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.

Influence to Others to Buy Products: Post experience & benefits will help organization in obtaining the additional sale. 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. The data has been extracted & it is as follows. Analysis of Recommendations Recommended Yes No Total No. of Respondents 95 05 100 Percentage (%) 95 05 100

Analysis of Recommendations

No.of Respondents


80 60

20 0 Yes

5 No

Table no: 5.12

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. From the above table we can conclude that majority of the respondents were satisfied with the AMUL Milk & Milk products.


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



1. Milk and milk product purchase decisions are more decided by women rather than
male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in the various decisions.

2. Occupation of the user influences the purchase decisions. The particular occupation
plays a vital role in deciding the product or services. Women segment are influencing more on milk and milk products. Therefore, an occupation is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. 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.

4. Quality and Brand Image plays a dominant role. Milk and milk products move in the
market due to its quality and brand. Therefore it should maintain the same.

5. Since Amul is having loyal customer it should concentrate more on this factor
through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Amul products.

6. As only 30% of the total respondents are dissatisfied which is quite a large percentage
and this may influence negatively and increase the rate of switch over. Hence I suggest management to concentrate on few product quality, shelf life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a greater extent.

7. Milk and milk product are having high demand and it is considered as a very essential
products. In present practice, purchase of milk and milk products is through dealers. In this connection dealers approach towards the product.

8. Customer is influential, hence I suggest Amul to look after the dealers issue with due

9. When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the quality and attributes are fine tuned according to the needs will help the Amul to get reputation and addition market.

10. Introduction of various economic products lies may help Amul to attract the existing
and new customers and may attract all income level groups. Hence I suggest management to introduce new product line which can satisfy the entire group.


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



1. Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Anand, Baroda, and Vidhyanagar & at some small village. 2. Sample size of the study is restricted to 100 customers only. 3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. 4. Time is the one constraint of the survey.


Customer Response Questionnaire

I request you to provide the required information for the completion of my study. Promise that the information is used exclusively for academic purpose only.


personal profile:

A. Name: B. Address:



Male: [

Female [




Occupation: 1. Self-employed: [ 2. House wife: [ ] ] 3.Professional: [ 4. Student: [ ] ]


Which product you are buying?


What is the most important factor that matters while buying an Amul product? a. Quality: [ ] b. Price: [ ] c. Service: [ ]


How did you come to know about the Amul product?

a. By friends/family: [

b. Direct mailers:

c. Press Ads:

d. Reference website: [

e. T.V. Ads:


Which configuration would you decide on while buying an Amul product? a. Intermediaries: [ ] b. Standard: [ ]

c. Latest / Advanced: [


Are you satisfied with the quality of the product?

a. Yes: [

b. No: [


Do you think the price of Amul product is high / low compared to competitors product? a. Very good: [ ] b. High: [ ]

c. Average:

d. Same: [


How often do you buy this product of Amul?

a. Daily:

b. Monthly:

c. Weekly: [

d. Occasionally: [


What is your opinion about the performance of Amul product?

a. Outstanding: [

b. excellent: [

c. Good:

d. Average: [


Do the various schemes / promotional activities affect your purchase plans?

a. Yes: [

b. No: [

11. Suggestion (if any):

Date: Place:



Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi.

Marketing Research:

G.C Brek, Tata Mc Graw-Hill Publishing Company Limited, New Delhi


Business Word DFPI, Annual Report-1999-2000

Research Methodology:

C.R.Kothari , 2nd edition. S.N Murty and U Bhojanna

Website Address: