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 consumer’s
attitude towards there products & services.
The research work is sincere effort to find out the ultimate requirement of consumers for
the betterment of research as well as the organization.

1

EXECUTIVE SUMMARY

The main objective of summer training was given by the Management of Amul. The objective
was “CONSUMER BEHAVIOR & SATISFACTION.”
I started my summer training on 1st of April. And during summer training I had to report at
the organization at sharp 10:30am and was asked to work till 6:30 pm. First 15 days I spent
on various marketing activities like I had visited near about 350 retail shops to know there
view & consumer behaviour towards Amul Milk.
And also collects detail about the competitors there offers & profit margin.
After that next few days I went with distributors early in the morning 5:00 am to know how
distribution channel works.
And then at last I worked with questionnaire a sample size of 100 respondents was taken for
the study whose responses were studied and interpreted .The sampling design was used
convenience sampling. The process of analysis was done through excel work sheets,
frequency table, percentage analysis etc.
During the preparation of questionnaire I faced difficulties regarding the selection of
questions and in collection of the data I found some difficulties like the customers had no
time to give.
There is one thing that I have found that the peoples working at AMUL are very much helpful
in all areas. Every time they come to me and told me that they are available at any time for
me for anything, which really boost me and motivates me towards my goal and objectives.
The culture of AMUL is very much friendly.
I completed my project on 30thth of May & during the project I have achieved my all
objectives of my project.

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who was a leading activist in the freedom movement. when the exploitation became intolerable. on 4th January 1946. Amul Cheese. In the early 40’s. (The total sale is Rs. A quality control expert in Anand had suggested the brand name “AMUL”. This system leads to exploitation of poor and illiterates’ farmers by the private traders. of the marketing savvy of a farmers' organization. Amul Chocolates. Amul Ice cream. Amul Shrikhand. He advised the farmers to form a society for collection of the milk. This union selected the brand name AMUL in 1955. The main supplier of the milk was Polson dairy limited. Instead of supplying milk to private traders. 4 . The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. That time there was high demand for milk in Bombay. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Nutramul. the farmers were frustrated. The brand name Amul means “AMULYA”. Amul Milk Powder. Amulspray. They collectively appealed to Sardar Vallabhbhai Patel. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. Amul Butter. And have a proven model for dairy development (Generally known as “ANAND PATTERN”).INTRODUCTION AND HISTORY INTRODUCTION AND HISTORY In the year 1946 the first milk union was established. In the year 1955 AMUL was established. This union was started with 250 liters of milk per day. Amul products have been in use in millions of homes since 1946. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. Amul Milk and Amulya have made Amul a leading food brand in India. However. of the triumph of indigenous technology. 6 billion in 2005). Shri Desai held a meeting at Samarkha village near Anand. the main sources of earning for the farmers of Kaira district were farming and selling of milk. Amul Ghee. of the genesis of a vast co-operative network. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.

The district union was also form to collect the milk from such 5 .These village societies would collect the milk themselves and would decide the prices at which they can sell the milk.

The milk commissioner of Bombay then visited Anand to assess the situation. 6 . 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 basis. the govt. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. For 15 whole days not a single drop of milk was sold to the traders. Mr. Since farmers sold all the milk in Anand through a co-operative union. It gave the negative response by turning down the demand for the milk. the farmers of Kaira district went on a milk strike. However. As a result the Bombay milk scheme was severely affected. Having seemed the condition.village co-operative societies and to sell them. did not seem to help farmers by any means. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. without the intervention of Government. To respond to this action of govt. It was also resolved that the Government should be asked to buy milk from the union. it was commonly resolved to sell the milk under the brand name AMUL.

50 millions for factory to manufacture milk powder and butter was planned. assistance from the govt. 1954. the collection of milk increased.Rajendra Prasad. But with the growing awareness of the benefits of the cooperativeness. there was a fear of spoiling of milk. the prime minister of India declared it open at Amul dairy on November 20. of Rs. With the financial help from UNICEF.At the initial stage only 250 litres of milk was collected everyday. Milk is collected from almost 1073 societies. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Thus. the president of India laid the foundation on November 15. 1955. Besides when the milk was to be collected from the far places. so as to preserve it for a longer period. Today Amul collect 11 lakhs litres of milk everyday. of New Zealand under the Colombo plan. To overcome this problem the union thought out to develop the chilling unit at various junctions. 7 . Dr. today Amul has more than 150 chilling centres in various villages. Shri Pandit Jawaharlal Nehru. which would collect the milk and could chill it.

business with pride. Amul created history in following areas: 8 . Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.ACHIEVEMENTS: Amul : Asia’s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk.

1999: G. b) Created Dairy co-operatives at village level functioning with milk collection centres owned by them. Magsaysay award for community leadership presented in manila. New Delhi. Kurien. Patel 1965: “Padmshri awarded was given to V. Mr. Kurien 1964: “Padmabhusan” award given to Shri T. Venkatrao to kaira union.K. Philippines to Shri Tribhuvandas Patel.Birla award. e) First to produce milk from powder from surplus milk. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers AWARDS: Amul a co-operative society and its co-operation has led many different awards in its favor. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000. c) Computerized milk collection system with electronic scale and computerized accounting system. general manager. 1988: “Best Productivity” awarded for the second successive year 1986-87 by the president of India. Shri D N Khurody and Shri V.a) First self motivated and autonomous farmers‟ organization comprising of more than 5000000 marginal milk producers of Kaira District. R. d) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives. 9 . 1993: “ICA” Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific. 1996.B. by the president of India 1987: “Best Productivity” awarded by national productivity council for the year 1985-86 awarded to Amul dairy.

Australia. What's more. After having established its presence in China. India‟s largest milk cooperative. Amul products are already available on shelves across several countries. ice-cream. when the profit of the business was cornered by the middlemen. Contrary to the traditional system. it does not disturb the agro-system of the farmers. China. cheese and buttermilk. butter. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Mauritius and Hong Kong. ultra heat treated (UHT) milk. including the US. GCMMF is also looking at Sri Lanka as one of its next export destinations. It also enables the consumer an access to high quality milk and milk products. Literally. Its products include pouch milk. West Asian countries and Africa. 10 . Then. PEOPLE POWER: 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. is waiting to flood the Japanese market. Gujarat Cooperative Milk Marketing Federation (GCMMF).Amul in abroad: Amul is going places. GCMMF recorded a turnover of Rs 2.922 crore last fiscal.

11 . veterinary care. Basically the union and cooperation of people brought Amul into fame i. Amul has been able to:  Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. better feeds and the like . the artificial insemination service.  Plough back the profits.all through the village societies.e.  Provide a support system to the milk producers without disturbing their agroeconomic systems. the following features make it a pattern and model for emulation elsewhere. 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.  Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.Looking back on the path traversed by Amul. processing and marketing of milk. provision of technical inputs to enhance milk yield of animals. AMUL (ANAND MILK UNION LIMITED). a name which suggest THE TASTE OF INDIA.

which engaged in the manufacturing of milk. 12 . butter. flavoured milk and buttermilk. milk powder. ghee.Plants: First plant is at ANAND.

Third plant is at Kanjari. nutramul. which engaged in manufacturing chocolate.Second plant is at MOGAR. which produces cattelfeed. 13 . Amul Ganthia and Amul lite.

14 . 2 in the world. 1 dairy in Asia and no. which engaged in producing cheese. Today. Today Amul dairy is no. twelve dairies are producing different products under the brand name Amul. which is matter of proud for Gujarat and whole India.Fourth plant is at Khatraj.

0% min.5% min.PRODUCT PROFILE:- S.No.5% min. 9% min. Gold 15 . 2. NAME TYPE FAT SOLID NATURAL FATS 1. 9% min. Slim & Double Toned Milk 1. Full Cream Milk 6% min. Tazaa Toned Milk 3. 8. Trim 3.

evaluate. purchase. purchasing and consumption behavior o Consumer behavior is basically social in nature hence the social factors play important roles in shaping buying behavior o Buyer behavior includes both customer and industrial behavior. from purchaser o Buyer behavior includes communication.  Buying behavior involves both individual ( psychological) and group process.CONSUMER BEHAVIOUR ABOUT THE TOPIC:CONSUMER BEHAVIOUR:-  It is defined as all psychological. and tell to others about product and services. “Hence consumer behavior is an orderly process whereby the consumer interacts with the environment for making a purchase decision on products “ 16 . o Buyer behavior is reflected from awareness right through post purchase evaluation indicating satisfaction and non satisfaction . social and physical behavior of potential customers as they become aware. consume.

CONSUMER BEHAVIOR AND MARKETING MANAGEMENT Marketing managements work around consumers which is actually the market for them  Understanding their behavior is very vital in every segment to plan marketing activities accordingly.the purchaser of product or service .the end user . may or may not be the purchaser  new age of business demands differentiation of customers by individual differences in consumer expectations.  Firms need to go into deep of consumer behavior to analyze and act to achieve objectives 17 . preferences and influences.  Both industrial and individual customers are vital in marketing management DIVERSITY OF CONSUMER BEHAVIOR: customer and consumer words are referred as synonyms but the difference exists  customer . may or may not be the end user  consumer.

money.on the basis of analysis .response to buy without any prejudice 18 . influences & buyers.process .need. decides. reasons. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on:  Who buys products or services?  How do they buy products or services?  Where do they buy them?  How often they buy them?  Why do they buy them?  How often they use them? These questions will help in understanding better what factors influences the decision making process of the customers. influences. It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. The decision making process identifies the number of people who are involve in this process & describes a role to them like users. CONSUMER DECISION MAKING PROCESS: Stimuli. decision to go for  Response. analyze information about product  Decision making .CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time. Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings. effort) on various consumption related items. gathering information  Information processing.

sales influence . Satisfaction is an important element in the evaluating stage. Thus the challenge before the marketer is to ensure that they should satisfy every customer. For industrial buyers the process is almost similar only with addition of re-buy. price . sub cultural / cross cultural factors  Social class.personal traits  Environmental factors  Culture. attitudes . Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifices he has made one the customer purchase & use the product they may then become either satisfy or dissatisfied. Needs/motives  Personal characteristics – demography. it will be the customer who will decide where the firm is heading. opinion leaders. 19 . modified re buy or new task. That is. FACTOR INFLUENCING BUYING BEHAVIOR: Individual factors  Cognitive thinking process – perception . lifestyles .values . product position CONSUMER SATISFACTION:- All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. reference group  Situational variables – purchase occasion . market communication.social class .beliefs. society  Influence groups – family. shopping behavior.

to learn how consumers. higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. When a firm markets a product or service it should aim to enjoy consumer’s satisfaction & profit maximization. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. CONSUMER RESEARCH:Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs. 20 . Customers are people who are happy with the product & services & are willing to come back & pay for it again. The firm try to help the buyers in the solving the problem then competitors. Today the firms aim to give satisfaction to the customer through marketing concepts. The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a particular store or company.The result of satisfaction to customer form the purchase of the product or services is that more favourable post-purchase attitude. The marketers must see that consumers with purchasing power constitute a potentials buyers are identified. Perceive product & brand & stores. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision.

MARKETING RESEARCH 21 .

(8) Follow-up the study. It helps the firm to acquire a better understanding of the consumers. Analyze and interpret the data.Coundiff & Still. (3) Determine the information needed.” . (6) Tabulate. the competition and the marketing environment. (7) Prepare research report. “Marketing research is a systematic problem analysis. - Phillip Kotler. (4) Determine the sources of information.MARKETING RESEARCH:Marketing research plays an important role in the process of marketing. DEFINITION “Marketing research is a systematic gathering. recording and analysis marketing problem to facilitate decision making. Starting with market component of the total marketing talks. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (1) Define the problem and its objectives. (2) Identify the problem. 22 . (5) Decide research methods.

advertising by means of library consultation and extensive interviewing of company’s officials.If it is found that the secondary data cannot be of much use.g. collection of primary data become necessary. professional and business associations publications & reports. It also includes the establishment of a general framework of major marketing elements such as the industry elements. marketing elements and company elements. 3)Determining the specific Information needed :. 2)Identify the problem :.Identifying the problem involves getting acquainted with the company. Secondary Data :. its products and market environment. through questionnaires & interviews. directly – e.These are generally published sources. which have been collected originally for some other purpose. buyers.1) Define the problem and its objectives :. consumers. reports & publication.Primary datas are those which are gathered specially for the project at hand. trade association’s executives & other businessman & even competitors. its business. Primary data sources include company salesman.In general the producer.This includes an effective job in planning and designing a research project that will provide the needed information. Source are internal company records. 5) Decide Research methods for collecting data: . the manufacturer. the wholesaler and the retailer try to find out four things namely :(1) What to sell (2) When to sell (3) Where to sell 4) Determine the sources of information :Primary Data :. reports & journals. middleman. Three widely used methods of gathering primary data are :A) Survey B) Observation C) Experimentation 23 . government publication. trade. competitive elements.

In this method.This method involves carrying out a small scale trial solution to a 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.A) Survey Method: . size. This technique is highly accurate. either through personal interviews or through mail questionnaires or telephone interviews.The research data are gathered through observing and recording their actions in a marketing situation. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample 6) Tabulate. Analysis and Interpret the Data:- 24 . attempting to control all factors relevant to the problem. B) Observation Method: . color. packing in the product. and the information obtained to find out if there has been any in their taste demand or they want any special quality. information gathered directly from individual respondents. C) Experimental Method: .In this technique the same group of respondents is contacted for more then one occasion. while at the same time. D) The Panel Research:. It is rather an expensive technique.

should follow up this study to find if his recommendation are being implemented and if not. why 25 .) 7) Follow-up the study :The researchers.The report must give/contain the following information:- a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f) A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design. instructions. in the last stage.

 The main information needed is the various types of brands available in the market. which mainly deals with people of various age groups.  To know the preference of Amul Milk with comparison to Other competitive brands . their calorific value and various other facts.RESEARCH METHODOLOGY RESEARCH METHODOLOGY:- RESEARCH PROBLEM  Seek the general perception of consumer towards Amul Milk.  To know which advertisement tool is mostly preferred by people. Information requirement  First. OBJECTIVE OF THE RESEARCH  To know the relationship of sales with the advertisement. 26 .  Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market. I had to know about all the competitors present in the Milk segment (Reputed and well established brands as well as Local brands).  Since Milk is a product that used daily hence I had to trace the market and segment it.  To know the consumer psyche and their behaviour towards Amul Milk .  To know awareness of people towards Amul Milk.  To know the factors which affects consumer’s buying behaviour to purchase milk.

 As Amul milk advertisements are mainly done through hoardings but on television the advertisement is being telecasted timely and on the proper time or not. 27 .

Descriptive research design has been considered as a suitable methodology for present study and for data analysis. They were filled using the scheduled method of data collection by the researcher. SAMPLING DESIGN The sampling design used was Convenience sampling. which is a non-probability sampling method.RESEARCH DESIGN A Research design specifies the methods and procedures for conducting a particular study. they were however not used for analysis LIMITATIONS OF THE RESEARCH :The limitations of the research were as follows 28 . The convenience factors were the availability and approachability of the respondents. POPULATION All types of outlets that stock and sell Amul milk in the markets. The outlets have been classified into as follows  Convenience stores: All kinds of shops including bakeries  Eateries: all kinds of eating joints SOURCES OF DATA Primary sources The primary data was collected through questionnaires. It is a map (or) blue print to which the research is to be conducted. Secondary sources The secondary sources were used only for collecting information regarding the sample.

etc 100 respondents (Age ranging Between 18 yrs to 65 yrs) : Direct interview through questionnaire. Sample Unit : 3. Sampling Technique : 2. superstores. Lack of proper experience on the part of the researcher in conducting such studies in the past.1. Tools Utilized  Percentage Analysis  Graph Chart SAMPLING 1. 29 . Method : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) People who buy milk available in retail outlets. ANALYSIS TECHNIQUES Quantitative analysis is performed using the data collected at each outlet to estimate the presence of Amul milk. Time frame required was not enough to survey more number of outlets. Sample size 4. 2.

00 am to 5. Area of survey 7. in order to get accurate information. 30 .METHOD USED FOR DATA COLLECTION  Questionnaire was prepared keeping the objective of research in mind. : 9.30 pm.  Questions were asked to respondents as regards to their willingness to purchase milk.  It is really a Herculean task to understand Consumer Behaviour. acquiring. as the definition suggest. FIELD WORK.  The help of questionnaires conducted direct interviews. using and disposing goods and services”.  In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. Raipur District.  I visited as many respondents as I can and asked them their real likings about any milk and also got an idea.5. Data analysis method 6. Timing of survey : : Graphical method. “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating.

Parks. the time when most of the people take rest during the scorching heat. so I like to analyze the collected data in a systematic manner and interpreted with simple method. Gender classified on sex basis i. In order to collect accurate information I visited to Garden. In classification of gender the following number is used to know their perception. each and every question was filled personally by the respondents and checked properly.00 pm. DATA ANALYSIS AND INTERPRETATION:The collected data were not easily understandable. Gender classification is requiring to marketer because different gender exhibits different perception towards products. Classification of Customers Based On Sex Sex No.00 pm to 5.e. of respondents Percentage % Male 35 35 Female 65 65 Total 100 100 Sources: Primary Data INTERPRETATION: 31 . pie charts and others. Temple. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts.  People were not willing to answer. when they were contacted between 1. GENDER: Gender play vital role in purchase decisions. Superstores and Gymnasium. male and female.

From the above table we can conclude that. the majority of the respondents were belongs to female group. Analysis of Occupation of the Respondents 32 .1 OCCUPATION: Occupation is also influences a person’s consumption pattern. The following occupants of the respondents are classifies for the data collection. work shoes and lunch boxes. Graph no: 5. Similarly the Amul Milk and Milk products are purchased by various occupants. A blue collar worker will buy work clothes.35% of the respondents are male and 65% of the respondents are female.

of. 33 . respondents Percentage % Business 20 20 Employee 10 10 House wife 65 65 Others 05 05 Total 100 100 Sources: Primary Data Table No: 5. and 65% of the respondents are house wives. they go for high quality irrespective of price of the product. 10% of the respondents are employees. Hence in this research I like to collect the data how income is influence to purchase Amul Milk .2 INTERPRETATION: 20% of the respondents are businessmen.Occupation No. If the income is high then. 05% of the respondents are others group. INCOME: Income decided the purchasing power of the customer.

30% of the respondents earn 5001 to 10000. 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. 34 . of respondents Percentage % Below 5000 38 38 5001-10000 30 30 10001-15000 21 21 15001 & above 11 11 Total 100 100 Sources: Primary Data Table No: 5. 21% of the respondents earn above 10001 to 15000.3 INTERPRETATION: As per the data 38% of the respondents earn per month below 5000.Analysis of Monthly Income of the Respondents Monthly income No.

Analysis of Factors to Buy AMUL Milk 35 . is influencing lot and influences positively.GRAPH NO: 5. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products. The various factors such as quality.3 PURCHASING FACTOR: Identification of various factors plays a vital role in consumer behavior study. price easy available etc.

of Respondents Percentage % Quality 38 38 Brand image 28 28 Price 20 20 Easy availability 14 14 Others Nil Nil Total 100 100 ` Source: Primary Data Graph No.4 36 . 5.Factors No.

Respondents Consumption Quality: Consumption quality is varying with various respondents. 28% of respondents use for its Band Name.20% of its Price consideration.Interpretation: 38% of respondents buying AMUL Milk for its Good Quality. 14% of its easy availability of respondents buying AMUL Milk & Milk products. Analysis of Consumption of Average Milk per Day Consumption No. The data is collected to know the various consumption patterns. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses.5 37 . of Respondents Percentage (%) 1 Litre 70 70 2-4 Litre 10 10 More than 4 Litres 20 20 Total 100 100 Sources: Primary Data Table no: 5.

20% of the respondents are consuming more than four litres per day.IN TERPRETATION: 70% of the respondents are consuming one litre per day. 38 . From the above table we can conclude that majority of the respondents were consuming one litre per day. 10% of the respondents are consuming two to four litres per day.