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PROJECT REPORT

ON
CONSUMER BEHAVIOR & SATISFACTION
FOR
SUBMITTED TO:
INSTITUTE OF TECHNOLOGY AND
MANAGEMENT
MASTER OF BUSINESS
ADMINISTRATION (M.B.A.)
Under the gud!n"e #$:
Su%&tted B':
Dr Rekha Das Adhikari
sherrin aliyas


AC(NO)LEDGEMENT
This project report is a result of eforts of a number of
persons directly or indirectly associated. I wish to
acknowledge our deep appreciation for the valuable
suggestion and guidance rendered to me by them
which has helped us in completing this project.
I am hearty thankful to Dr Re*h! D!+ Adh*!r. for
kindly approving this project work and e!tending all the
co"ordination for this.
#
PREFACE
Today the business environment is rapidly changing in this competitive
environment the popular trend is also striving for maintaining its positions therefore it
become essential for the companies that they should know about their preference &
taste.
Regarding a particular product it is of almost necessary to know the consumers
satisfaction to the value offered by the company in case of dissatisfactory result it is
essential to as certain whether the dissatisfaction is for entire product or part of it is
and what value do the consumers expect from it?
The research will provide the relevant information to the organization about
consumers attitude towards there products & services.
The research work is sincere effort to find out the ultimate reuirement of
consumers for the betterment of research as well as the organization.
$
INDEX
CHAPTE
R NO.

TITLE
PAG
E NO.
!. "eneral #ntroduction $
%.
&onsumer 'ehaviour
(
&onsumer )atisfaction
!!
*. +arketing Research !*
,. Research +ethodology !-
$. .ata /nalysis /nd #nterpretation %0
1. 2indings3 )uggestion & &onclusion *04*%
-. )56T /nalysis **
(. /nnexure7
a8 'ibliography
b8 9uestionnaire
*,4*1
%
INTRODUCTION AND HISTORY
#n the year 1946 the first milk union was established. This union was started with %$0
liters of milk per day. #n the year 1955 /+:; was established. #n the year !<,1 the
union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS
UNION. This union selected the brand name /+:; in !<$$.
The brand name /mul means AMULYA. T!"# $%&' '(&")(' *%&+ ,!(
S-.#/&", $%&' AMULYA $!"0! +(-.# PRICELESS. / uality control expert in
/nand had suggested the brand name =/+:;>. /mul products have been in use in
millions of homes since !<,1. /mul 'utter3 /mul +ilk ?owder3 /mul "hee3
/mulspray3 /mul &heese3 /mul &hocolates3 /mul )hrikhand3 /mul #ce cream3
@utramul3 /mul +ilk and /mulya have made /mul a leading food brand in #ndia.
AThe total sale is Rs. 1 billion in %00$8. Today /mul is a symbol of many things like of
the high4uality products sold at reasonable prices3 of the genesis of a vast co4
operative network3 of the triumph of indigenous technology3 of the marketing savvy of
a farmersB organization. /nd have a proven model for dairy development A"enerally
known as ANAND PATTERN8.
#n the early ,0s3 the main sources of earning for the farmers of Caira district
were farming and selling of milk. That time there was high demand for milk in
'ombay. The main supplier of the milk was P%1#%. '-"&2 1"+",('3 which was a
privately owned company and held monopoly over the supply of milk at 3%+4-2
from the Caira district. This system leads to exploitation of poor and illiterates
farmers by the private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.
&

Dowever3 when the exploitation became intolerable3 the farmers were frustrated.
They collectively appealed to S-&'-& V-11-4!4!-" P-,(13 who was a leading activist
in the freedom movement. )ardar ?atel advised the farmers to sell the milk on their
own by establishing a co4operative union3 #nstead of supplying milk to private
traders. )ardar ?atel sent the farmers to S!&" M%&-&5" D(#-" in order to gain his co4
operation and help. )hri .esai held a meeting at S-+-&/!- village near /nand3 on
4
,!
6-.7-&2 1946. De advised the farmers to form a society for collection of the
milkThese village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect the
milk from such village co4operative societies and to sell them. #t was also resolved
that the "overnment should be asked to buy milk from the union.
Dowever3 the govt. did not seem to help farmers by any means. #t gave the
negative response by turning down the demand for the milk. To respond to this
action of govt.3 the farmers of K-"&- '"#,&"0, went on a milk strike. 2or !$ whole days
not a single drop of milk was sold to the traders. /s a result the 'ombay milk scheme
was severely affected. The milk commissioner of 'ombay then visited /nand to
'
assess the situation. Daving seemed the condition3 he decided to fulfill the farmers
demand.

Thus their cooperative unions were forced at the village and district level to collect
and sell milk on a cooperative basis3 without the intervention of "overnment. M&.
V(&8!(#( K7&"(. showed main interest in establishing union who was supported by
S!&" T&"4!7)-.'-# P-,(1 who lead the farmers in forming the &o4operative unions
at the village level. The Caira district milk producers union was thus established in
ANAND and was registered formally on 14
,!
D(0(+4(& 1946. )ince farmers sold all
the milk in /nand through a co4operative union3 it was commonly resolved to sell the
milk under the brand name AMUL.



(
CONSUMER 3EHAVIOUR9-
#t is defined as all psychological3 social and physical behavior of potential
customers as they become aware3 evaluate3 purchase3 consume3 and tell to
others about product and services.
'uying behavior involves both individual A psychological8 and group process.
o 'uyer behavior is reflected from awareness right through post
purchase evaluation indicating satisfaction and non satisfaction 3 from
purchaser
o 'uyer behavior includes communication3 purchasing and consumption
behavior
o &onsumer behavior is basically social in nature hence the social
factors play important roles in shaping buying behavior
o 'uyer behavior includes both customer and industrial behavior.
H(.0( 0%.#7+(& 4(!-)"%& "# -. %&'(&12 :&%0(## $!(&(42 ,!( 0%.#7+(&
".,(&-0,# $",! ,!( (.)"&%.+(., *%& +-/".8 - :7&0!-#( '(0"#"%. %. :&%'70,# =
CONSUMER 3EHAVIOR AND MARKETING MANAGEMENT
+arketing managements work around consumers which is actually the market for
them
)
:nderstanding their behavior is very vital in every segment to plan marketing
activities accordingly.
'oth industrial and individual customers are vital in marketing management
DIVERSITY OF CONSUMER 3EHAVIOR9-
customer and consumer words are referred as synonyms but the
difference exists
customer 4 the purchaser of product or service 3 may or may not be the
end user
consumer4 the end user 3 may or may not be the purchaser
new age of business demands differentiation of customers by individual
differences in consumer expectations3 preferences and influences.
2irms need to go into deep of consumer behavior to analyze and act to
achieve obEectives
CONCEPT ; NEED FOR STUDYING CONSUMER 3EHAVIOR9-
&onsumer behavior can be said to be the study of how individual make decision on
how to spend their available resources Atime3 money3 effort8 on various consumption
related items. This simple definition of consumer behavior tells the markets to
resolve every activity around the ultimate consumers & gauge their behavior by
specially focusing on7
5ho buys products or services?
Dow do they buy products or services?
5here do they buy them?
Dow often they buy them?
*
5hy do they buy them?
Dow often they use them?
These uestions will help in understanding better what factors influences the
decision making process of the customers. The decision making process identifies
the number of people who are involve in this process & describes a role to them
like users3 decides3 influences & buyers.
#t is believed that consumers or customers make purchase decision on the basis of
receipt of a small number of selectivity chosen pieces of information. Thus it will be
very important to understand what & how mush them to evaluate the goods &
services offerings.
CONSUMER DECISION MAKING PROCESS :,
)timuli4 need3 reasons3 influences3 gathering information
#nformation processing4 process 3 analyze information about product
.ecision making 4 on the basis of analysis 3 decision to go for
Response4 response to buy without any preEudice
2or industrial buyers the process is almost similar only with addition of re4
buy3 modified re buy or new task.
FACTOR INFLUENCING 3UYING 3EHAVIOR9-
#ndividual factors
&ognitive thinking process F perception 3 attitudes 3 @eedsGmotives
+,
?ersonal characteristics F demography3 lifestyles 3personal traits
Hnvironmental factors
&ulture4 values 3beliefs3 sub cultural G cross cultural factors
)ocial class4 social class 3 society
#nfluence groups F family3 opinion leaders3 reference group
)ituational variables F purchase occasion 3 market communication3
shopping behavior3 price 3 sales influence 3 product position
CONSUMER SATISFACTION :-
/ll 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.
That is3 it will be the customer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every customer.
)atisfaction is an important element in the evaluating stage. )atisfaction refers to the
buyers state of being adeuately 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.
The result of satisfaction to customer form the purchase of the product or services is
that more favourable post4purchase attitude3 higher purchase intention & brand
loyalty to be exhibited that the same behavior is likely to be exhibited in a similar
purchasing situation. The term Iconsumer is a typically used to refer to someone
who regularly purchase from a particular store or company.
++
&ustomers are people who are happy with the product & services & are willing to
come back & pay for it again.
Today the firms aim to give satisfaction to the customer through marketing concepts.
The firm try to help the buyers in the solving the problem then competitors. The
marketers must see that consumers with purchasing power constitute a potentials
buyers are identified. #t is essential for the marketer to carry out the business in such
a way that they give satisfaction to consumers needed. 5hen a firm markets a
product or service it should aim to enEoy consumers satisfaction & profit
maximization.
CONSUMER RESEARCH9-
&onsumer 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
needs3 to learn how consumers. ?erceive product & brand & stores. 5hat their
attitudes are before and after promotional campaigns & how & why they make their
consumption decision.
+#
MARKETING RESEARCH9-
+arketing research plays an important role in the process of marketing. )tarting
with market component of the total marketing talks. #t helps the firm to acuire a
better understanding of the consumers3 the competition and the marketing
environment.
DEFINITION
=+arketing research is a systematic gathering3 recording and analysis marketing
problem to facilitate decision making.>
4 &oundiff & )till.
=+arketing research is a systematic problem analysis3 model building and fact finding
for the purpose of important decision making and control in the marketing of goods
and services.
?hillip Cotler.
MAIN STEPS INVOLVED IN MARKETING RESEARCH
.efining the +arketing ?roblem to be tackled and identifying the market research
problem involved in the task.
+$
A!8 .efine the problem and its obEectives.
A%8 #dentify the problem.
A*8 .etermine the information needed.
A,8 .etermine the sources of information.
A$8 .ecide research methods.
A18 Tabulate3 /nalyze and interpret the data.
A-8 ?repare research report.
A(8 2ollow4up the study.
1< D(*".( ,!( :&%41(+ -.' ",# %45(0,")(# 9- This includes an effective Eob in
planning and designing a research proEect that will provide the needed information. #t
also includes the establishment of a general framework of maEor marketing elements
such as the industry elements3 competitive elements3 marketing elements and
company elements.
=<I'(.,"*2 ,!( :&%41(+ 9- #dentifying the problem involves getting acuainted
with the company3 its business3 its products and market environment3 advertising by
means of library consultation and extensive interviewing of companys officials.
><D(,(&+".".8 ,!( #:(0"*"0 I.*%&+-,"%. .(('(' 9- #n general the producer3
the manufacturer3 the wholesaler and the retailer try to find out four things namely 74
A!8 5hat to sell
A%8 5hen to sell
A*8 5here to sell
4< D(,(&+".( ,!( #%7&0(# %* ".*%&+-,"%. 9-
P&"+-&2 D-,- 9- ?rimary datas are those which are gathered
specially for the proEect at hand3 directly F e.g. through uestionnaires &
interviews. ?rimary data sources include company salesman3 middleman3
consumers3 buyers3 trade associations executives & other businessman & even
competitors.
+%
S(0%.'-&2 D-,- 9- These are generally published sources3 which
have been collected originally for some other purpose. )ource are internal
company records3 government publication3 reports & publication3 reports &
Eournals3 trade3 professional and business associations publications &
reports.
5< D(0"'( R(#(-&0! +(,!%'# *%& 0%11(0,".8 '-,-9 - #f it is found that the
secondary data cannot be of much use3 collection of primary data become
necessary. Three widely used methods of gathering primary data are 74
/8 )urvey
'8 6bservation
&8 Hxperimentation
A< S7&)(2 M(,!%'9 - #n this method3 information gathered directly from individual
respondents3 either through personal interviews or through mail uestionnaires or
telephone interviews.
3< O4#(&)-,"%. M(,!%'9 - The research data are gathered through observing
and recording their actions in a marketing situation. This techniue is highly
accurate. #t is rather an expensive techniue.
C< E?:(&"+(.,-1 M(,!%'9 - This method involves carrying out a small scale trial
solution to a problem3 while at the same time3 attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.
+&
D< T!( P-.(1 R(#(-&0!9- #n this techniue the same group of respondents is
contacted for more then one occasionJ and the information obtained to find out if
there has been any in their taste demand or they want any special uality3 color3 size3
packing in the product.
a8 ?reparation of uestionnaire
b8 ?resetting of uestionnaire
c8 ?lanning of the sample
6< T-471-,(@ A.-12#"# -.' I.,(&:&(, ,!( D-,-9-
T!( &(:%&, +7#, 8")(A0%.,-". ,!( *%11%$".8 ".*%&+-,"%.9-
a8 The title of research
b8 The name of the organization for which it has been &onducted
c8 The obEectives of research
d8 The methodology used
e8 6rganization and the planning of the report
f8 / table of contents along with charts and diagrams used in the reports
g8 The main report containing the findings
h8 &onclusion arrived at end recommendations suggested
i8 /ppendices Acontaining uestionnaire G forms used sample design3 instructions.8
B< F%11%$-7: ,!( #,7'2 9- The researchers in the last stage should
follow up this study to -nd if his recommendation are being implemented
and if not why
+'
RESEARCH METHODOLOGY9-
RESEARCH PRO3LEM
)eek the general perception of consumer towards A+71 M"1/.
To know the consumer psyche and their behaviour towards A+71 M"1/ .
O36ECTIVE OF THE RESEARCH
To know the relationship of sales with the advertisement.
To know awareness of people towards A+71 M"1/.
To know which advertisement tool is mostly preferred by people.
To know the preference of A+71 M"1/ with comparison to
6ther competitive brands .
To know the factors which affects consumers buying behaviour
to purchase milk.

I.*%&+-,"%. &(C7"&(+(.,
2irst3 # had to know about all the competitors present in the +ilk
segment AReputed and well established brands as well as ;ocal brands8.
'efore going for the survey # had to know the comparative packs and
prices of all the competitors existing in the market.
)ince +ilk is a product that used daily hence # had to trace the market and
segment it3 which mainly deals with people of various age groups.
The main information needed is the various types of brands available in the
market3 their calorific value and various other facts.
/s /mul milk advertisements are mainly done through hoardings but on
television the advertisement is being telecasted timely and on the proper time
or not
+(
RESEARCH DESIGN
/ Research design specifies the methods and procedures for conducting a particular
study. #t is a map Aor8 blue print to which the research is to be conducted. .escriptive
research design has been considered as a suitable methodology for present study
and for data analysis.
SAMPLING DESIGN
The sampling design used was &onvenience sampling3 which is a non4probability
sampling method. The convenience factors were the availability and approachability
of the respondents.
POPULATION
/ll types of outlets that stock and sell /mul milk in the markets. The outlets have
been classified into as follows
&onvenience stores7 /ll kinds of shops including bakeries
Hateries7 all kinds of eating Eoints

SOURCES OF DATA

P&"+-&2 #%7&0(#
The primary data was collected through uestionnaires. They were filled using the
scheduled method of data collection by the researcher.
S(0%.'-&2 #%7&0(#
The secondary sources were used only for collecting information regarding the
sampleJ they were however not used for analysis
+)
LIMITATIONS OF THE RESEARCH 9-
The limitations of the research were as follows
!. ;ack of proper experience on the part of the researcher in conducting such studies
in the past.
%. Time frame reuired was not enough to survey more number of outlets.
ANALYSIS TECHNIDUES
D7-.,",-,")( -.-12#"# is performed using the data collected at each outlet to
estimate the presence of /mul milk.
Tools :tilized
?ercentage /nalysis
"raph &hart
SAMPLING
!. )ampling Techniue 7 @on probability sampling
A/ non probability sampling techniue is
that in which each element in the
population does not have an eual
chance of getting selected8
%. )ample :nit 7 ?eople who buy milk available
in retail outlets3 superstores3 etc
*. )ample size 7 !00 respondents A/ge ranging
'etween 1E yrs to 65 yrs8

,. +ethod 7 .irect interview through uestionnaire.
$. .ata analysis method 7 "raphical method.
+*
DATA ANALYSIS AND INTERPRETATION9-
The collected data were not easily understandable3 so # like to analyze the
collected data in a systematic manner and interpreted with simple method.
The analysis and interpretation of the data involves the analyzing of the
collected data and interpretation it with pictorial representation such as bar charts3
pie charts and others.
GENDER :
"ender play vital role in purchase decisions. "ender classified on sex basis
i.e. male and female. "ender classification is reuiring to marketer because different
gender exhibits different perception towards products. #n classification of gender the
following number is used to know their perception.
C1-##"*"0-,"%. %* C7#,%+(&# 3-#(' O. S(?
)ex @o. of respondents ?ercentage K
+ale *$ *$
2emale 1$ 1$
Total !00 !00
S%7&0(#7 P&"+-&2 D-,-
T-41(9 5.1
INTERPRETATION 9
#,
*$K of the respondents are male and 1$K of the respondents are female.
2rom the above table we can conclude that3 the maEority of the respondents were
belongs to female group.
G&-:! .%9 5.1
OCCUPATION 7
6ccupation is also influences a persons consumption pattern. / blue collar
worker will buy work clothes3 work shoes and lunch boxes. )imilarly the /mul +ilk
and +ilk products are purchased by various occupants. The following occupants of
the respondents are classifies for the data collection.
A.-12#"# %* O007:-,"%. %* ,!( R(#:%.'(.,#
#+
6ccupation @o. of. respondents ?ercentage
K
'usiness %0 %0
Hmployee !0 !0
Douse wife 1$ 1$
6thers 0$ 0$
Total !00 !00
S%7&0(#9 P&"+-&2 D-,-
T-41( N%9 5.=
INTERPRETATION 9
%0K of the respondents are businessmen3 !0K of the respondents are
employees3 and 1$K of the respondents are house wives3 0$K of the respondents
are others group.
INCOME :
##
#ncome decided the purchasing power of the customer. #f the income is high
then3 they go for high uality irrespective of price of the product. Dence in this
research # like to collect the data how income is influence to purchase /mul +ilk .
/nalysis of +onthly #ncome of the Respondents
+onthly income @o. of respondents ?ercentage K
'elow $000 *( *(
$00!4!0000 *0 *0
!000!4!$000 %! %!
!$00! & above !! !!
Total !00 !00
S%7&0(#9 P&"+-&2 D-,-
T-41( N%9 5.>
INTERPRETATION 7
/s per the data *(K of the respondents earn per month below $0003 *0K of
the respondents earn $00! to !00003 %!K of the respondents earn above !000! to
!$000. !!K of the respondents earn !$000 & above. 2rom the above table we can
conclude that maEority of the respondents monthly income group of below $000 and
more than $000 to !0000.
#$
GRAPH NO9 5.>
PURCHASING FACTOR9
#dentification of various factors plays a vital role in consumer behavior
study. The various factors such as uality3 price easy available etc. is influencing lot
and influences positively. The following data reveals how various factors are
influencing to buying of /mul +ilk and +ilk products.

#%
Analysis of Factors to Buy AMUL Milk
Factors No. of Respondents Percentage %
uality !" !"
Brand i#age $" $"
Price $% $%
&asy a'aila(ility )* )*
+t,ers Nil Nil
-otal )%% )%%
. Source: Primary Data
G&-:! N%. 5.4
#&
I.,(&:&(,-,"%.9
*(K of respondents buying /+:; +ilk for its "ood 9uality3 %(K of
respondents use for its 'and @ame3%0K of its ?rice consideration3 !,K of its easy
availability of respondents buying /+:; +ilk & +ilk products.
R(#:%.'(.,# C%.#7+:,"%. D7-1",29
&onsumption uality is varying with various respondents. )ome of customer
they buy less uantity and some them huge uantity depends upon reuirement and
number of people in their houses. The data is collected to know the various
consumption patterns.
A.-12#"# %* C%.#7+:,"%. %* A)(&-8( M"1/ :(& D-2
&onsumption @o. of Respondents ?ercentage AK8
! ;itre -0 -0
%4, ;itre !0 !0
+ore than , ;itres %0 %0
Total !00 !00
S%7&0(#9 P&"+-&2 D-,-
T-41( .%9 5.5
#'
G&-:! .%.5.5
INTERPRETATION9
-0K of the respondents are consuming one litre per day. !0K of the
respondents are consuming two to four litres per day. %0K of the respondents are
consuming more than four litres per day.
2rom the above table we can conclude that maEority of the respondents were
consuming one litre per day.
PURCHASE DURATION 7
#(
Repeat purchase will help to know what customer loyalty towards /mul +ilk &
milk products. 5hen consumer repeatedly purchases the product3 it is understood
that they are satisfied with the products. The following data show the various
statuses of the respondents.
/nalysis of ?urchase .uration of the /+:; +ilk
.uration @o. of Respondents ?ercentage AK8
1 +onths 0$ 0$
!4% Lears !$ !$
*4, Lears %0 %0
+ore than , years 10 10
Total !00 !00
S%7&0(#9 P&"+-&2 D-,-
T-41( .%9 5.6
INTERPRETATION 7
/s per the data gathered3 out of !00 respondents3 0$K of the respondents
buying since last six months3 !$K of the respondents from one to two years3 %0 K of
the respondents from three to four years3 10K of the respondents buying /+:; +ilk
& +ilk products from more than four years.
2rom the above table we can conclude that maEority of the respondents
consuming /+:; +ilk & +ilk products more than four years.
#)
Graph no: 5.6
#*
OPINION TOFARDS PRODUCT 7
The behaviour 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 /+:; +ilk.
FINDINGS9-
2irst # would like to present my survey findings. The main findings of my survey are
as follows7
!. #t is findings in the survey that females are the main decision maker for the milk. /s
per the data3 1$K of female and *$K of male makes purchase decision.
%. 'ased on the occupation of the customer3 it is found in the survey that 1$K are the
housewives and *$K are from various occupations such as a businessman3
employee etc for the /mul +ilk.
*. #ncomes less than $000 to !0000 are more attracted to /mul +ilk. /s per the data3
-<K of the respondents income is under this group.
,. The main purchasing factors for the /mul +ilk are 9uality and 'rand image. The
data reveals that ,%K influences on 9uality and *%K influenced for the 'rand.
$. ((K of the total respondents are using product since from a long time. The maEority
of the respondents are using /mul +ilk & +ilk products from more than * years.
1. <1K the respondents think that purchasing /mul milk is value for the money i.e.
/mul milk is valuable product for them.
-. #t is found in the survey that customer are influencing through 5ord of +outh.
$,
SUGGESTIONS9
!. +ilk purchasing decisions are more decided by women rather than male3 because
she act as a invigilator3 execute her decision and influence the same to the purchase
while ascertaining the uality3 freshness and price. Dence3 # suggest "&++2 to
concentrate more on the women and men suggestions for designing the marketing
strategy3 because womens role in the house is dominant3 even in the various
decisions.
%. 6ccupation of the user influences the purchase decisions. The particular occupation
plays a vital role in deciding the product or services. 5omen segment are influencing
more on milk. Therefore3 an occupation is the factor influencing the product.
*. #ncome of the people decides the purchasing power. The high income prefers to
purchase product with the uality3 freshness3 thickness3 etc. and vice versa. )o #
suggest /mul to concentrate also on low income segment to capture market and
position themselves in the minds of the customer with reuired uality and uality
milk.
,. )ince /mul is having loyal customers and therefore should concentrate more on this
factor through various potential programmes such as campaign3 premium packs3
offers etc.3 this helps to increase the loyalty towards the /mul products.
$. +ilk is having high demand and it is considered as a very essential products. #n
present practice3 purchase of milk is through dealers. #n this connection dealers
approach towards the product.
1. &ustomer is influential3 hence # suggest /mul to look after the dealers issue with due
care.
-. 5hen product possesses uality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the
uality and attributes are fine tuned according to the needs will help the /mul to get
reputation and addition market.
(. #ntroduction of various economic products lies may help /mul to attract the existing
and new customers and may attract all income level groups. Dence # suggest
management to introduce new product line which can satisfy the entire group.
$+
CONCLUSION 74
2rom the survey conducted it is observed that /mul milk has a good market
share.
2rom the study conducted the following conclusions can be drawn. #n order
the dreams comes 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 freshness3
taste3 thickness and availability.
2inally # conclude that3 maEority of the customers are satisfied with the /mul
milk and +ilk products because of its good uality3 reputation3 easy
availabilities. )ome customers are not satisfied with the /mul +ilk because of
high price3 lack of dealer services3 spoilage and low shelf life etc. therefore3 if
slight modification in the marketing programme such as dealers and outlets3
promotion programmers3 product lines etc.3 definitely company can be as a
monopoly and strong market leader.
/mul has also to take care of its competitors into consideration and more importantly
its customers before making any move.
$#
SFOT ANALYSIS OF AMUL MILK9-
STRENGTH9-
Mery efficient distribution channel.
'rand name.
Trust of the end users.
)helf life of the products.
9uality of the product.
Relationship with the distributor.
FEAKNESS9-
@o supply as per demand.
THREATS9-
2rom @ational & ;ocal players74
)anchi
.inshaw
?awan
Menus
/bis
OPPORTUNITY9-
&apture the market where supply of milk is nil.
$$
BIBLIOGRAPHY
+arketing +anagement ?hilip Cotler3 The +illennium Hdition3 ?rentice Dall
6f #ndia ?rivate ;imited3 @ew .elhi.
?eriodical7 'usiness 5orld
Research +ethodology7 &.R.Cothari 3 %
nd
edition.
).@ +urty and : 'hoEanna
5ebsite /ddress7 www.amul.com
$%
DUESTIONNAIRE
.ear )irG+adam3
# am conducting a survey entitled C%.#7+(& 3(!-)"%& ; S-,"#*-0,"%..
?lease give your valuable information3 your information will be kept confidential and
will be used only for academic purpose.
sherrin aliyas
+'/ !st sem
@ame 7 4 NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN
/ddress7 4 NNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNN
/ge 7 4 NNNNNNNNNNNNNNNNN "ender 7 4 NNNNNNNNNNNNNNNNN
&ontact @o.7 4 NNNNNNNNNNNNNNNNNNNNNNNNN
!8 5hich do you consume?
a. ?ouch milk
b. ;oose milk
c. 'oth
%8 /re you satisfied with the milk you are consuming?
a8 Les
b8 @o
*8 5hat do you like?
a8 9uality b8 Taste
c8 ?rice d8 /vailability
,8 .o you get milk pouch atOOOO..
a8.oorstep
b8 2rom retailer
$8 Total consumption of milk in a day?
$&
a8 ?ouch milk in litreOO
b8;oose milk in litreOO
18 Lour monthly expenditure in milk Ain Rs.8?
a8!004%00
b8 %004*00
c8 *004,00
d8 ,004$00
e8 /bove $00
-8 #n pouch milk which brand do you prefer?
a8/+:;
b8 )anchi
c8 .inshaw
d8 Menus
e8 ?awan
(8 5hy you prefer this brandG due toOOOO..
a89uality b8 Taste
c8 ?rice d8 /vailability
<8 #f you buy /+:; milk pouch which pack you purchase?
a8 /+:; "old
b8 /+:; Taaza
c8 /+:; )lim & Trim
!085hat is the reason for buyingG not buying /+:;?
a8OOOOOOOOOOOOOOOOOOOO..
b8OOOOOOOOOOOOOOOOOOOO..
c8OOOOOOOOOOOOOOOOOOO..O
!!8 5hat are your suggestionG expectations from /+:;?
a8OOOOOOOOOOOOOOOOOOOOO
b8OOOOOOOOOOOOOOOOOOOOO
c8OOOOOOOOOOOOOOOOOOOOO
!%8Dow do you scale your pouch milk?
/TTR#':TH ?66R /MHR/"H "66. HP&H;;H@T
?R#&H
T/)TH
?/&C/"#@"
/M/#;#'#;#TL
)&DH+H)
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