1

A SUMMER TRAINING REPORT

ON
AMUL KOOL FLAVOR MILK
STUDY CONSUMER BEHAVIOR & TRADE RESPONSE FOR
AMUL KOOL FLAVOR MILK
SUBMITTED
TO
Shree D. T. RAVAL
MANAGER
AHMEDABAD DEPOT.
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.
AHMEDABAD

UNDER THE GUIDANCE OF

PROJECT GUIDE
Dr. B.K. OZA &
Dr. H. D. VYAS

SUBMITTED BY
AMIT SOLANKI
DEPARTMENT OF BUSINESS ADMINISTRATION
BHAVNAGAR UNIVERSITY
BHAVNAGAR.
2

PREFACE
The MBA programme is well structured and integrated course of business studies. The main
objective of practical training at MBA level is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to gain real life
knowledge about the industrial environment and business practices. The MBA programme provides
student with a fundamental knowledge of business and organizational functions and activities as well
as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Professors give us theoretical
knowledge of various subjects in the college but we are practically exposed of such subjects when we
get the training in the organization. It is only the training through which I come to know that what an
industry is and how it works. I can learn about various departmental operations being performed in
the industry, which would, in return, help me in the future when I will enter the practical field.
Training is an integral part of MBA and each and every student has to undergo the training for
2 months in a company and then prepare a project report on the same after the completion of training.
During this whole training I got lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in the real
life.
In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that Experience is the best teacher.

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report on a market research work
on AMUL KOOL FLAVOR MILK for Gujarat Co-operative Milk Marketing Federation Ltd.,
Ahmedabad. It has been an enriching experience for me to undergo my summer training at AMUL,
which would not have possible without the goodwill and support of the people around. As a student
of DEPARTMENT OF BUSINESS OF BUSINESS ADMINISTRATION, I would like to express
my sincere thanks to all those who helped me during my practical training programme.
Words are insufficient to express my gratitude toward Mr. D. T. Raval, the Branch Manager
of AMUL. I would like to give my heartily thanks to Mr. Anil Bayati, who permitted me to get
training at G.C.M.M.F. I am very thankful to Dr. B. K. Oza & Dr. H. D. Vyas, who helped me at
every step whenever needed.
Lastly, I convey my regards to the whole staff, which made my stay at G.C.M.M.F. LTD. A
memorandum part of life.

AMIT SOLANKI
DEPARTMENT OF BUSINESS ADMINISTRATION
BHAVNAGAR UNIVERSITY
BHAVNAGAR.

PROJECT REPORT CONTENTS

SECTION A
THE PROJECT PROFILE
1. Project Background
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.
SECTION B
THE PROJECT- EXECUTIVE SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Sampling Unit
SECTION C
1. Sample Profile for Trade Response.
2. Sample Profile for Consumer Behavior.
3. Questionnaire for Trade Response.
4. Questionnaire for Consumer Behavior.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumer Behavior.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.
BIBLIOGRAPHY

SECTION A
THE PROJECT PROFILE
1. Project Background & introduction
2. G.C.M.M.F.: An Overview
3. List of products marketed by G.C.M.M.F.
4. Competitive situation.

PROJECT BACKGROUND AND INTRODUCTION

In the year 1946, the first milk union was established. This union was started with 250 litres
of milk per day. In the year 1955, AMUL was established. In the year 1946, the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand
name AMUL in 1955.
The brand name Amul means AMULYA. This word derived from the Sanskrit word
AMULYA. A quality control expert in Anand had suggested the brand name AMUL. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul
Ghee, Amul spray, Amul Cheese, Amul Munch Times, Amul Shrikhand, Amul Ice Cream, Nuramul,
Amul Milk, Amul Milk Drinks and Amulya have made Amul a leading food brand in India. Today
Amul is a symbol of many things like of the high quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology of the marketing
savvy of a farmers organization. And have a proven moldel for dairy development.

G.C.M.M.F.: AN OVERVIEW
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing
organisation. 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.
Members:

13 district cooperative milk producers'

Union

No. of Producer Members:

2.6 million

No. of Village Societies:

12,792

Total Milk handling capacity:

10.16 million litres per day

Milk collection (Total - 2006-07):

2.38 billion litres

Milk collection (Daily Average 200607):

6.5 million litres

Milk Drying Capacity:

594 Mts. per day

Cattlefeed manufacturing Capacity:

2640 Mts per day

Rs
(million)

US $ (in million)

1994-95

11140

355

1995-96

13790

400

1996-97

15540

450

1997-98

18840

455

1998-99

22192

493

1999-00

22185

493

2000-01

22588

500

2001-02

23365

500

2002-03

27457

575

2003-04

28941

616

2004-05

29225

672

Sales Turnover

LIST OF PRODUCTS MARKETED BY G.C.M.M.F.

Breadspreads:

Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix
Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee
Amul Cow Ghee
Infant Milk Range
9

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder

Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant,
Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,
Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

10

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe

Health Beverage:

Amul Shakti White Milk Food

11

COMPETITIVE SITUATION
Following are the major competitors in the Milk Drink sector:
Competitors Profile:
1. Amul Kool
2. Amul Kool Flavoured Bottled Milk
3. Amul Kool Thandai
4. Nestle Milk
5. Nestle Slim Milk
6. Rajavadi Mast Milk
7. Gaurav Mast Milk

12

SECTION B
THE PROJECT EXECUTIVE SUMMARY/RESEARCH METHODOLOGY
1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Data Analysis Method
8. Area of Survey
9. Sample Unit

13

RESEARCH OBJECTIVES
1. To estimate the market potential and perception towards Amul Kool Flavor Milk.
2. To find out the frequency of consumption of Amul Kool Flavor Milk.
3. To know the awareness level among the retailers for the Amul Kool Flavor Milk.
4. To do market analysis in order to study the usage pattern and buying behavior of
Amul Kool Flavor Milk.
5. To know the awareness level of the consumers for the Amul Kool Flavor Milk.
6. To find out the causes of not buying the Amul Kool Flavor Milk.

RESEARCH DESIGN
EXPLORATORY RESEARCH DESIGN
RESEARCH DURATION
APPROXIMATELY 6 WEEKS
SAMPLING DESIGN
CONVENIENCE BASIS
SIZE OF SAMPLE
150 RETAIL SHOPS & 100 CONSUMERS

14

DATA COLLECTION METHOD

1. PRIMARY DATA
Direct Interview through Questionnaire
2. SECONDARY DATA
Websites
DATA ANALYSIS METHOD
GRAPHICAL METHOD
AREA OF SURVEY
BHAVNAGAR CITY
SAMPLING UNIT
RETAIL SHOPS &
CONSUMERS

15

SECTION C
1. Sample Profile of retailers.
2. Sample Profile of consumers.
3. Questionnaire for retailers.
4. Questionnaire for consumers.
5. Data analysis & interpretation of Trade Response.
6. Data analysis & interpretation of Consumers.
7. Market Potential of the product.
8. Findings & conclusion.
9. Suggestions.
10. Limitations.

16

SAMPLE PROFILE OF RETAILERS

SR NO. SHOP NAME

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.

Muralidhar Pan
Satnam Bakery
Diamond Pan Centre
Om Sai Pan Centre
Bhagavati Provision Store
Jalaram Kariyana Store
Atul Provision Store
Mahadev Pan Parlour
Yatra Parlour
Apna Parlour
Super Cold drinks
Ajay Parlour
Mona Bakery
Anand Pan Parlour
Takteshwar Provision Store
Shriji Provision Store
Jain Provision Store
Vidhyanagar Provision Store
Manpasand Bakery
Soni Fast Food
Mahadev Bakery
Amrut Parlour
Rasmalai
Laxmi Bakery
Ashok Ice Cream
Tulsi Restaurant
Arazoo Provision Store
Shetty Masoor Caf
Kishore Pan Parlour
Shankar Provision Store
Laxminarayan Farasan
Madhuvan Store

AREA
Jasonath Chowk
Nirmal Nagar
NIrmal Nagar
NIrmal Nagar
Bhayani Ni vadi
Bhayani Ni vadi
Shastri Nagar
Shastri Nagar
Kalanala
Madhavdeep
Madhavdeep
Madhavjyot
Kalubha Road
Kalubha Road
Kalubha Road
Kalubha Road
Vidhya Nagar
Vidhya nagar
Sahakari hat
Sahakari hat
Sahakari hat
Madhav Hill
Opp. Dr. House
Opp.Raymond
Dr. House
Kalanala
NationalLojedel
Pirchhalla Sheri
Anantvadi
Anantvadi
VirabhadraShop
Devubag
17

33. Shakti General Store

34. Shri Ram Lassi Centre
35. Akshar Cream Parlour
36. Dessert Parlour
37. Avani Provision Store
38. Adarsh Sweet Mart
39. Shreeji Parlour
40. Mehta Jethalal
41. Muni Pendavala
42. Das Pendavala
43. Dharmik Milk Agency
44. Prakeshkumar Mohanlal
45. Krishna Dairy
46. Shiv Colddrink
47. Bharati Provision Store
48. Muralidhar Pan Parlour
49. Hari Om Provision Store
50. Raj Ashapura Milk Parlour
51. Khodiyar Milk Dairy
52. Amar Enterprise
53. Poonam Pan Parlour
54. Tulsi Colddrink
55. Ashirvad Pan Parlour
56. Gayatri General Store
57. Amul Parlour
58. Bhagavati Pan Parlour
59. Vishwas Bakery & Store
60. Sita General Store
61. Samarth Juice Centre
62. Khodiyar Ice Cream
63. Ashapura Parlour
64. Amar Provision Store
65. Jainam Provision Store
66. Dhanalaxmi Store
67. Ravi Provision Store

Devubag
Devubag
Devubag
Devubag
Tele. Exchange
Jamadar Sheri
Main Bazaar
Undi Vakhar
Khar Gate
Khar Gate
Khar Gate
Nanbha Sheri
Rupam Chowk
Business Centre
Vege. Market
Bhidbhanjan
Bhavnagar Para
Press Quarter
S. T. Workshop
Fulsor
Fulsor
Fulsor
Chitra
Chitra
Chitra
Chitra
Desai Nagar
Press Quarter
Sar. Nag. Circle
Sar. Nag. Circle
Sar. Nag. Circle
Sindhu Nagar
Rupani Circle
Rupani Circle
Gogha Circle
18

68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
101.
102.

Haridarshan Provision Store

Kamal Store
Amarlal Bakery
Anmol Bakery
Satnam Provision Store
Jagadish Provision Store
Mahalaxmi Lassi Centre
Tirupati Ice Cream Centre
Khodiyar Dairy Farm
Uttam General Store
Sahin Provision Store
Ratnadeep Provision Store
Padmavati Provision Store
Shivshakti Colddrink
Vadavali Ice Cream Centre
Chamunda Provision Store
Deepa General
Mukeshkumar Popatlal Store
Ashok Provision Store
Sadguru Pan Store
Prashant Provision Store
Shri Sriyajin Provision Store
Shri Laxmi Provision Store
Shri Ramkrishna Dairy Farm
Sitaram Provision Store
Pandya Provision Store
Sitaram General Store
Jalaram Provision Store
Top-3 Juice Parlour
Food Zone
Gayatri Pan House
Himalaya Ice Cream Parlour
Shri Nanak Bakery
Lucky Bakery Store
Sugand Ghar

Gogha Circle
Gogha Circle
Gogha Circle
Gogha Circle
Gogha Circle
Muni Dairy
Ambavadi
Muni Dairy
Muni Dairy
Muni Dairy
Muni Dairy
Suvidha Townsh
Suvidha Townsh
Ring Road
Gogha Jakatnak
Gogha Jakatnak
Gogha Jakatnak
Gogha Jakatnak
Ram Mantra Ma
Ram Mantra Ma
Ram Mantra Ma
Ram Mantra Ma
Lakhubhai Hall
Lakhubhai Hall
Lakhubhai Hall
Lakhubhai Hall
Bhagavati Park
Sagavadi
Top-3 Cinema
Top-3 Cinema
Opp. DSP Offic
Divanpara Road
Navapara Chow
Nagar Pole
Vora Bazaar
19

103.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
116.
117.
118.
119.
120.
121.
122.
123.
124.
125.
126.
127.
128.
129.
130.
131.
132.
133.
134.
135.
136.
137.

Royal Bakery
Sadguru Bakers & Cake Shop
Bhagavati Provision Store
Nilakantha Provision Store
Amar Provision Store
Pancharatna Provision Store
Doli Pan Store
Ramdev Colddrink
Paras General Store
Dev Provision Store
Bombay Fastfood
Shrinivas Provision Store
Om General Store
N X Zone
Parth General Store
Vijay Provision Store
Sadgurukrupa General Store
Krishna Lassi Parlour
Krishna Colddrink & Pan Parlour
Bhagyalaxmi Provision Store
Akshar Provision Store
Lucky Provision Store
Nazaf Store
Santosh Pan Parlour
Rajchamunda Bakery
Khodiyar Restaurant
Sunny Provision Store
Cash & Carry
Ankur Consumer
Shriji Consumer
Novelty Bakery
Shreenathaji Provision Store
Tulsi Provision Store
Famous Amul Parlour
Ami Provision Store

Divanpara Road
Shrinathaji Naga
12 no. Bus Stop
Gayatri Nagar
Gayatri Nagar
Gayatri Nagar
Gayatri Nagar
Gayatri Nagar
Ring Road
Devaraj Nagar
Cresent Circle
Cresent Circle
Meghani Circle
Rubbery Factory
Don Chowk
Don Chowk
Don Chowk
Don Chowk
Don Chowk
Diamond Chow
Opp. Blood Ban
Shishuvihar Cir.
Shishuvihar Cir.
Prabhudas Talav
Bordi Gate
Dipak Chowk
Last Bus Stop
Talaja Road
Talaja Road
Talaja Road
Talaja Road
Hill Drive
Sanskar Mandal
Sanskar Mandal
Sanskar Mandal
20

138.
139.
140.
141.
142.
143.
144.
145.
146.
147.
148.
149.
150.

Shraddha Provision Store

Shree Ramkrishna General Store
Madhur Consumer Store
Gopal Bakery
Shankar Provision Store
Ramdev Cold drink
Sadguru Provision Store
Ramkrishna General Store
Dharmendra Provision Store
Yash Consumer Store
Rajshakti Parlour
King Bakers & General Store
Goodluck General Store

Sanskar Mandal
Sanskar Mandal
Op.Devumatem.
Sindhu Nagar
Sindhu Nagar
Sindhu Nagar
Sindhu Nagar
Sindhu Nagar
Atabhai Road
Atabhai Chowk
Atabhai Chowk
Atabhai Chowk
Opp. Centralsalt

21

SAMPLE PROFILE OF CONSUMERS

NAME
1. Mr.Amit K. Derara
2. Mr.Abhishek Gupta
3. Mr.Nitin Patel
4. Mr.Manoj Gohil
5. Mr. Jaydee Rav
6. Mr. Jay Patel
7. Mr. Nirav Gajjar
8. Mr. Tarang Sachaniya
9. Mr. Rajesh Dabhi
10. Mr. Haradevsinh Gohil
11. Mr. Rajesh Lathiya
12. Mr. Vipul Desai
13. Mr. Jignesh Gadhi
14. Mr. Khodabha Kanani
15. Mr. Kishore Kamaliya
16. Mr. Rajesh Khimanee
17. Mr. Chirag Desai
18. Mr. Jitendra Solanki
19. Mr. Haribhai Bhatt
20. Mr. Bhavesh Patel
21. Mr. Raju Raychura
22. Mr. Chandresh Jadav
23. Mr. Javerbhai Mavani
24. Mr. Paresh Thakkar
25. Mr. Chirag Solanki
26. Mr. Bhavesh Rathod
27. Mr. Jagdish Rathod
28. Mr. Nayan Mongia
29. Mr. Bharat Pathak
30. Mr. Bhavin Lakhani
31. Mr. Dharmendra Pandya
32. Mr. Dhiren Pathak
33. Mr. Kuldeepsinh Gohil
34. Mr. Haradevsinh Gohil
35. Mr. Nikhilesh Dixit
36. Mr. Jignesh Mehta
37. Mr. Vishalsinh Gohil

ADDRESS
Kalubha Chowk
Waghawadi Road
Mahavir Palace
Nirmal Nagar
Mahavir Palace
Hill Drive
Ahmedabad
Kalvibid
Vijayraj Nagar
Kalvibid
Kalvibid
Pirachhalla Sheri
Rajkot
Boratalav
Sindhunagar
Sindhunagar
Sindhunagar
Gayatrinagar
Kalvibid
Kalubha Chowk
Kalanala Chowk
Kalvibid
Fariyadka
Jail Road
Bharatnagar
Gogha Road
Kumbharvada
Kanbivad
Tulsi Park
Ayodhyanagar
Sitaramnagar
Sagwadi
Ambala-Sihore
Tana-Sihore
Press Quarter
RLY Stadium Col.
Ambala-Sihore
22

38. Mr. Kalpesh Parekh

39. Mr. Dhirubhai Kataria
40. Mr. Nirmal Shethwala
41. Mr. Rajanikant Kataria
42. Mr. Viral Viradia
43. Mr. Rajiv Viradia
44. Mr. Dinesh Vala
45. Mr. Dixit Shethwala
46. Mr. Dhirubhai Wala
47. Mr. Yogesh Raval
48. Mr. Rajesh Patel
49. Mr. Sunil Joshi
50. Mr. K.V. Rana
51. Mr. Kamlesh Patel
52. Mr. Ramanik Soni
53. Mr. Himmatlal Harasora
54. Mr. Bipinsinh Shah
55. Mr. Hariprasad Raval
56. Mr. Bharat Agheda
57. Mr. Vikramsinh Raval
58. Mr. Nitin Solanki
59. Mr. Pradeep Solanki
60. Mr. Manhar Maru
61. Mrs. Kailash Vegal
62. Mrs. Jaya Beladiya
63. Mrs. Champa Limbani
64. Miss Shital Chavada
65. Mrs. Hansaben Chavada
66. Miss Divya Chavda
67. Miss Silky Dhameja
68. Mrs. Kokila Dave
69. Miss Dhruti Mehta
70. Dr. N. A. Raninga
71. Mrs. Kumud Raval
72. Mrs. Ruksana Panjawani
73. Mrs. Uma Mehta
74. Mrs. Magna Makwana
75. Miss Asmita Mandaliya
76. Miss Aarti Patel
77. Miss Dhara Patel

Subhashnagar
Kalvibid
Shivnagar
Kalvibid
Rajkot
Rajkot
Kalvibid
Shivnagar
Bharatnagar
Mohannagar-Sids.
Shantinagar
Kalvibid
Kalvibid
Hill-Drive
Hari-Om Nagar
Devubag
Sanosara
Sanosara
Budhel
Sagwadi
Kumbharwada
Kumbharwada
Kumbharwada
Amar Society
Amar Society
Amar Society
Khodal Chowk
Amar Society
Amar Society
Sindhunagar
Gogha Circle
Sanskar Mandal
Hill Drive
Ram mantra Mandir
Talaja Road
Rubber Factory Circle
Kalvibid
Vadva Chora
Vijayrajnagar
Vijayrajnagar
23

78. Miss Priti Patel

79. Mrs. Divyaba Jadeja
80. Miss Janki Patel
81. Mrs. Neeta Makwana
82. Mrs. Bhavana Kawa
83. Mrs. Manjula Makwana
84. Miss Deepti Rathod
85. Mrs. Madhuri Solanki
86. Miss Priyanka Pandya
87. Mrs. Nandu Solanki
88. Miss Tejal Jani
89. Mrs. Ila Oza
90. Mrs. Kailash Vegad
91. Mrs. Rachana Gohil
92. Mrs. Hetal Gohil
93. Miss Sunita Budhadev
94. Miss Khanjan Vhara
95. Miss Bansi Pandya
96. Mrs. Bharati Boricha
97. Mrs. Hansa Makwana
98. Mrs. Kantu Makwana
99. Mrs. Ranjan Makwana
100.Mrs.Nirmala Boricha

Subhashnagar
Opp. Central Salt
Hill Drive
Hill Drive
Hill Drive
Ridhi Park
Gayatrinagar
Kumbharwada
Rubber Factory Circle
Kumbharwada
Kanabivad
Saradarnagar
Kumbharwada
Sahakarnagar
Sahakarnagar
Vijayrajnagar
Devarajnagar
Shivaji Circle
Kumbharwada
Kumbharwada
Kumbharwada
Kumbharwada
Kumbharwada

24

QUESTIONNAIRE FOR RETAILERS

SHOP NAME:
AREA:
ADDRESS:
1. Do you keep Amuls products?
(A) Yes [ ] (B) No [ ]
2. Do you know about Amul Kool Flavoured Milk?
(A) Yes [ ]
(B) No [ ]
3. How do you come to know about Amul Kool Flavoured Milk?
(A) By distributors
[ ] (B) By customers [ ]
(C) By other shopkeepers [ ] (D) Others
[ ]
4. Do you keep Amul Kool Flavoured Milk?
(A) Yes [ ]
(B) No [ ]
5. Which kind of flavor is the most popular in your shop?
(A) Kesar [ ] (B) Elaichi [ ] (C) Rose [ ] (D) Mango [ ]
6. How many bottles do you sell in a month?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
7. Did you keep Amul Kool Flavoured Milk?
(A) Yes [ ]
(B) No [ ]
8. Why do you not keep Amul Kool Flavoured Milk?
(A) As distributors still not approach you. [ ]
(B) Customers do not buy this product.
[ ]
(C) You feel that this product will not sale. [ ]
(D) You do not get regular supply/service. [ ]
(E) Other reasons.
[ ]
9. Retailers view about why consumers do not buy Amul Kool
Flavoured Milk?
(A) Unawareness about product. [ ]
(B) Does not like taste.
[ ]
(C) Higher Price.
[ ]
(D) Other reasons.
[ ]
10. How much stock do you keep approximately?
(A) 1 to 5
[ ] (B) 6 to 10
[ ] (C) More than 10 [ ]
11. Do you think that the packaging of Amul Kool Flavoured Milk is
attractive?
(A) Yes [ ]
(B) No [ ]
12. Do you think that logo of Amul is required to increase the sale of
Amul Kool Flavoured Milk?
(A) Yes [ ]
(B) No [ ]

25

13. What are your ideas about to increase the sale of Amul Kool
Flavoured Milk?
(A) Price should be decreased.
[ ]
(B) Change in the taste.
[ ]
(C) Improvement in the promotion system. [ ]
(D) Other ideas.
[ ]
14. Why do people buy Amul Kool Flavoured Milk?
(A) Better quality. [ ] (B) Good taste. [ ]
(C) Cheaper than other products. [ ] (D) Hobby [ ]
(E) Other reasons. [ ]
15. Do you get sufficient stock of the product?
(A) Yes [ ]
(B) No [ ]
16. Which other brands do you keep?
(A) Amul Kool [ ] (B) Amul Kool Thandai [ ]
(C) Rajavadi Mast [ ] (D) Amul Kool Chocolate Milk [ ]
(E) Other brands
17. Which is the most popular brand at your shop?
(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool [ ]
(C) Amul Kool Flavoured Milk [ ] (D) Rajavadi Mast [ ]
(E) Other [ ]
18. How much profit do you get on other products?
(A) Less than Amul Kool Flavoured Milk [ ]
(B) Same as Amul Kool Flavoured Milk [ ]
(C) More than Amul Kool Flavoured Milk[ ]
THANK YOU

26

QUESTIONNAIRE FOR CONSUMERS

CONSUMER NAME:
ADDRESS:

AGE:

1. Do you know about Flavoured Milk?

(A) Yes [ ] (B) No [ ]
2. Do you know about Amul Kool Flavor Milk?
(A) Yes [ ] (B) No [ ]
3. How did you come to know about Amul Kool Flavoured Milk?
(A) By friends
[ ] (B) By relatives [ ]
(C) By shopkeepers [ ] (D) By advertisement (E) Others [ ]
4. By which media of advertisement you knew about Amul Kool Flavored
Milk?
(A) Newspaper [ ] (B) Television [ ] (C) Magazine [ ] (D) Others [ ]
5. Do you buy Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
6. Why do you buy Amul Kool Flavoured Milk?
(A) Good quality [ ] (B) Good taste [ ] (C) Cheaper than other products [
(D) Branded company [ ] (E) Other reasons [ ]
7. Which flavor do you like most in the Amul Kool Flavoured Milk?
(A) Rose [ ] (B) Mango [ ] (C) Elaichi [ ] (D) Kesar [ ]
8. Why do you not buy Amul Kool Flavoured Milk?
(A) Unawareness [ ] (B) Dont like taste [ ] (C) Higher price [ ]
(D) Other reasons [ ]
9. Did you buy Amul Kool Flavoured Milk?
(A) Yes [ ] (B) No [ ]
10. Which other brands do you buy?
(A) Amul Kool
[ ] (B) Amul Kool Thandai [ ]
(C) Amul Kool Chocolate Milk [ ] (D) Other product
[ ]
11. Which brand do you like most?
(A) Amul Kool Chocolate Milk [ ] (B) Amul Kool Flavoured Milk [ ]
(C) Amul Kool [ ] (D) Amul Kool Thandai [ ] (E) Other [ ]

THANK YOU

27

DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE

1. Do you keep Amuls products?
Yes

94.00%

No

6.00%

6.00%

94.00%
Yes
No

Out of 150 retailers, 94% (141) retailers keep Amuls products and only 6% (9)
retailers do not keep Amuls products.
28

2. Do you know about Amul Kool Flavoured Milk?

Yes

80.67%

No

19.33%

Awareness of "Amul Kool Flavor Milk"

19.33%

80.67%

Yes
NO

Out of 150 retailers, 80.67% (121) retailers know about Amul Kool Flavoured
Milk and 19.33% (29) retailers do not know about the product. So the G.C.M.M.F.
needs to go for aggressive marketing strategies to get attention in the market.
29

3. How do you come to know about Amul Kool Flavoured Milk?

By distributors

57.85%

By customers

13.22%

By other shopkeepers 14.05%

Others

14.88%

Mode of awareness to retailers

14.88%

14.05%

13.22%
Distributor

Customers

57.85%
Other shopkeepers

Others

From the entire sample retailers, majority 57.85% (70) retailers were come to
know about the product by distributors, so other modes of communication needs to be
exercised properly for creating more awareness among retailers.
30

4. Do you keep Amul Kool Flavoured Milk?

Yes

47.11%

No

52.89%

Do you keep "Amul Kool Flavor Milk"?

47.11%
52.89%

Yes
No

As it can be seen in the graph that majority of the retailers do not keep Amul
Kool Flavoured Milk. Only 47.11% (57) retailers keep Amul Kool Flavoured Milk.
So the G.C.M.M.F. needs to advertise its product.
31

5. Which kind of flavor is the most popular in your shop?

Kesar

50.88%

Rose

21.05%

Elaichi

28.07%

Most popular flavor

28.07%

50.88%

21.05%

Kesar
Rose
Elaichi

Out of 4 flavors of the product, Kesar is the most popular 50.88% and Elaichi is
the 2nd most popular flavor in the Bhavnagar city.

So the G.C.M.M.F.

needs to

advertisement for the flavor of Rose and Mango.

32

6. How many bottles do you sale in a month?

1 to 5

66.67%

6 to 10

19.30%

More than 10 14.03%

Bottles sold in a month

14.03%

66.67%

1 to 5
6 to 10
More than 10

19.30%

33

57 retailers keep Amul Kool Flavor Milk, out of them 66.67% (38) retailers can
sale the bottles 1 to 5 in a day. 6 to 10 bottles can be sold by 11 retailers in a day.
7. Did you keep Amul Kool Flavor Milk?
Yes

66.94%

No

33.06%

Retailers who were kept earlier

33.06%
Yes
No
66.94%

34

Out of 121 retailers, 66.94% (81) retailers were keeping and 33.06% (40) retailers
were not keeping Amul Kool Flavor Milk. So the G.C.M.M.F. needs to advertise its
product.
8. Why do you not keep Amul Kool Flavor Milk?
Distributors still not approach you.

3.13%

Customers do not buy this product.

54.69%

Feel that this product will not sale.

6.25%

You do not regular supply.

6.25%

Other reasons.

29.36%

Reasons for not keeping the product

3.13%
29.69%

54.69%
6.25%
6.25%

Dist. Not approached you

Customers don't buy
feel that this product will bot sale
dont get teguler supply
other reasons

35

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer
do not purchase this product. So the G.C.M.M.F. needs to advertise its product.
9. Retailers view about why consumers do not buy Amul Kool Flavor Milk.
Unawareness about the product.
Do not like taste.

29.97%
6.61%

Higher price .

52.07%

Other reasons.

17.36%

Perception of Retailers about not

buying the product by consumers
17.36%
29.97%

Unawareness
about product
Does not like
taste

6.61%
52.07%

Higher Price
Other reasons

36

As per the retailers view, 52.07% (63) retailers say that due to higher price,
customers do not buy this product.
Where as 23.97% (29) retailers say that they are not aware about the product. So
there is need of advertisement.
10. How much stock do you keep approximately?
1 to 5

8.77%

6 to 10

7.02%

More than 10

84.21%

STOCK OF THE GOODS

8.77%
7.02%

1TO 5
6TO10
More than 10

84.21%

37

Out of 57 retailers, 84.21% (48) retailers keep more than 10 bottles in the stock. Where
as 8.77% (5) retailers keep 1 to 5 bottles in the stock.
11. Do you think that the packaging of Amul Kool Flavor Milk is attractive?
Yes

71.90%

No

28.10%

Is packaging of the product is

attractive?
28.10%

71.90%
Yes

No

38

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is
attractive.
So the packaging of the Amul Kool Flavor Milk is attractive.
12. Do you think that the logo of Amul is required to increase the sale of the product?
Yes

69.42%

No

30.58%

Requirement of "Amul" logo.

30.58%

Yes
No

69.42%

39

Out of 121 retailers, majority of the retailers 69.42% (84) retailers say yes and
30.58% (37) retailers say no.
So the logo of Amul is required to increase the sale of the product.
13. What are ideas about to increase the sale of the Amul Kool Flavored Milk?
Price should be decreased
Change in the taste
Improvement in the system
Other ideas

68.60%
9.09%
19.01%
3.30%

Ideas to increase the sale

3.30%
19.01%

68.60%

Price should
be decreased
Change in the
taste

9.09%

Improvement
in the
promotion
Other ideas

40

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and
19.01% (23) retailers are in favor of improvement in the promotion strategy.
So the G.C.M.M.F. should advertise to increase the sale of the product.
14. Why do people buy Amul Kool Flavor Milk?
Better quality

56.20%

Good taste

23.14%

Hobby
Other reasons

2.48%
18.18%

Reasons of buying the product by

customers
Better quality

18.18%

Good taste

2.48%

Cheaper than
other products
Hobby
23.14%
56.20%

Other reasons

41

56.20% (68) retailers believe that the consumers buy this product because of
better quality. 23.14% (28) retailers say about good taste.
So the quality of the product is good.
15. Do you get sufficient stock of the product?
Yes

92.98%

No

7.02%

Sufficient stock of the product

7.02%

Yes
No

92.98%

42

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the
product. So the production management of the G.C.M.M.F. is good.
16. Which other brands do you keep?
Amul Kool

43.32%

Amul Kool Thandai

29.36%

Amul Kool Chocolate Milk 18.35%

Other brands

9.17%

Other brands kept by shopkeepers

9.17%
18.35%
0.00%

29.36%

Amul kool
43.32%

Amul Thandai
Rajwadi mast
Amul kool
choclate milk
other brands9

43

Out of 109 retailers, 43.12% (47) retailers keep Amul Kool while 29.36% (32)
retailers keep Amul Kool Thandai while 18.35% (20) retailers are keeping Amul
Kool Flavor Milk.
17. Which is the most popular brand at your shop?
Amul Kool Chocolate Milk

6.94%

Amul Kool

40.28%

Amul Kool Flavor Milk

41.67%

Other brands

11.11%

Most popular brand

11.11%
0.00%

41.67%

6.94%
40.28%

Amul Kool
Chocolate
Milk
Amul Kool
Amul Kool
Flavored Milk
Rajvadi Mast
Others

44

Out of 72 retailers, 41.67% (30) retailers say about Amul Kool Flavor Milk.
While the Amul Kool is the 2nd most popular brand.
18. How much profit do you get on other brands?
Less than Amul Kool Flavor Milk

38.46%

Same as Amul Kool Flavor Milk

15.38%

More than Amul Kool Flavor Milk

46.15%

Profit margin on other brands

compare to "Amul Kool FlavorMilk"
38.46%
46.15%

15.38%
Less than "Amul Kool Flavor Milk"
Same as "Amul Kool Flavor Milk"
More than "Amul Kool Flavor Milk

45

Out of 39 retailers, 46.15% (18) retailers are getting profit more than Amul Kool
Flavor Milk while 15.38% (6) retailers are getting same as Amul Kool Flavor Milk.
DATA ANALYSIS & INTERPRETATION OF CONSUMER BEHAVIOR
1. Do you know about Flavor Milk?
Yes

74%

No

26%

Awareness of Flavor Milk

26%

Yes
No

74%

46

Out of 100 consumers, 74% (74) people know about Flavor Milk and 26% (26)
people do not know about Flavor Milk. So the G.C.M.M.F. should advertise for
product to increase the level of the awareness and sales of the product.
2. Do you know about Amul Kool Flavor Milk?
Yes

74%

No

26%

Awareness of Amul Kool Flavor Milk

Awareness

Aa

26%

Yes
No

74%

47

Out of 100 consumers, 74% people know about Amul Kool Flavor Milk and
26% people dont know about Amul Kool Flavor Milk. So the G.C.M.M.F. should
advertise to increase the level of awareness and sales of the product.
3. How did you come to know about the Amul Kool Flavor Milk?
By friends

13.51%

By relatives

9.46%

By shopkeepers

38.57%

By advertisements 34.29%
Others

8.11%

Know about Amul Kool Flavor Milk

8.11%
34.29%

13.51%

By friends

9.46%
By relatives

38.57%

By
shopkeepers
By
advertisement
Others

48

Out of 74 consumers, 38.57% (27) consumers have come to know about the
product by shopkeepers and 34.29% (24) people have come to know by advertisement.
So the G.C.M.M.F. needs more advertisement to increase the sale of the product.

4. By which media of advertisement you knew about Amul Kool Flavor Milk?
Newspapers 20.83%
Television

45.83%

Magazine

8.33%

Others

25.00%

Media of advertisement
25.00%

20.83%

Newspaper
Television
Magazine
Others

8.33%

45.83%

49

Out of 24 people who have come to know about this product, from them 45.83%
(11) consumers have known by television and 8.33% (2) consumers have known by
magazine.
So the G.C.M.M.F. should increase the advertisements.
5. Do you buy Amul Kool Flavor Milk?
Yes

77.03%

No

22.97%

Buying of the product

22.97%

Yes
No

77.03%

50

Out of 74 consumers, 77.03% (57) consumers buy this product and 22.97% (17)
consumers do not buy this product.
So the G.C.M.M.F. should launch beneficial strategy for the consumers to increase
the sale of this product.
6. Why do you buy Amul Kool Flavor Milk?
Good quality

36.84%

Good taste

47.37%

Cheaper than other product

Branded company
Other reasons

1.75%
14.04%
0.00%

Reasons of buying the product

0.00%
14.04%
1.75%

47.37%

Good quality
36.84%

Good taste
Cheaper than
other product
Branded
company
Other reasons

51

Out of 57 consumers, 36.84% (21) consumers buy because of good quality,

47.37% (27) consumers buy because of good taste and 14.04% (8) consumers purchase
because of branded company.
7. Which flavor do you like most in the Amul Kool Flavor Milk?
Rose

19.30%

Mango

8.77%

Elaichi

35.09%

Kesar

36.84%

Flavor like most in the Amul Kool Flavor Milk

19.30%
36.84%
8.77%

35.09%

Rose
Mango
Elaichi
Kesar

52

Out of 57 consumers, 36.84% (21) consumers like Kesar, 35.09% (20) consumers
like Elaichi, 19.30% (11) consumers like rose and 8.77% (5) consumers like mango.
So Kesar is the most popular flavor in Bhavnagar city.
8. Why do you not buy Amul Kool Flavor Milk?
Unawareness

60.47%

Dont like taste

2.32%

Higher price

11.63%

Other reasons

25.58%

Reasons of not buying the product

25.58%

11.63%

Unawareness
Don't like taste
Higher price
Other reasons

60.47%

2.32%

53

Out of 43 consumers, 60.47% (26) consumers do not buy because of unawareness,

25.58% (11) consumers do not buy because of other reasons and 11.63% (5) consumers
do not buy because of higher price.
9. Did you buy Amul Kool Flavor Milk?
Yes

72.97%

No

27.03%

Did you buy Amul Kool Flavor Milk?

27.03%
Yes
No

72.97%

54

Out of 74 consumers, 72.97% (54) consumers are loyal consumers of this product.
And the 27.03% (20) consumers were not buying this product in the past.
10. Which other brands do you buy?
Amul Kool
Amul Kool Thandai
Amul Kool Chocolate Milk
Other product

26.32%
7.02%
38.60%
8.77%

Other brands purchased by consumers

8.77%
26.32%

38.60%

Amul Kool
Amul Kool
Thandai
Amul Kool
Chocolate Milk
Other product

7.02%

55

Out of 57 consumers, 38.60% (22) consumers buy Amul Kool Chocolate Milk,
26.32% (15) people buy Amul Kool and 19.30% (11) people do not buy any product
except Amul Kool Flavor Milk.
11. Which brand do you like most?
Amul Kool Chocolate Milk

30.30%

Amul Kool Flavor Milk

45.45%

Amul Kool

15.15%

Amul Kool Thandai

3.03%

Others

6.06%

Brand like most

6.06%
3.03%
30.30%

15.15%

Amul Kool
Chocolate Milk
Amul Kool
Flavor milk
Amul Kool
Amul Kool
Thandai
Others

45.45%

56

Out of 66 consumers, 45.45% (30) consumers like Amul Kool Flavor Milk most,
30.30% (20) consumers like Amul Kool Chocolate Milk most and only 3.03% people like
Amul Kool Thandai.
So most of the people like Amul Kool Flavor Milk.
MARKET POTENTIAL OF THE PRODUCT
Bottles sold in a month by 57 retailers.
Approximately

Middle Value

Retailers

Total

1 to 5

38

114

6 to 10

11

88

More than 10

13

104
Total

306

Approximately 306 bottles may be sold in a month.

Total Bottles sold in a year by 57 retailers.
306 * 12 = 3672
Approximately 3672 bottles may be sold in a year.
Total retailers of the Bhavnagar city who keep this product
Out of 150 retailers, only 57 keep this product.
So, out of 500, how many keep this product?
500 * 57

190

150
Out of 500 retailers of the Bhavnagar city, 190 retailers keep this product.
57

Total bottles sold in a year by 190 retailers.

3672 * 190

= 6, 97,680

Here the total population is 7, 50, 000 in the city. Out of them, 10% are belong to class A,
18% are belong to class B, 21% are belong to class C, 22% are belong to class D and 29% are belong
to class E. Here we will count only A, B, and C class of the total population that is 49%.
So,
Out of 100, we will select only 49
So, out of 7, 50,000, how many we should select?
7, 50,000 * 49

= 3, 67, 500

100
Out of the total population, we will select 3, 67, 500.
Now in my research work, the sample size of the consumers is 100. In that 74 people are
belonging to A, B, and C class to whom we will select.
Out of these 74 people, 57 are the consumers of this product. Now we will find the total
consumers of this product in the Bhavnagar city.
Total consumers in the city.
Out of 74 people, 57 buy this product
Then out of 3, 67, 500, how many buy this product?
3, 67, 500 * 57 = 2, 83, 074
74
2, 83, 074 people buy this product.
Frequency of the consumers to buy the product.
Here we will divide the total bottles sold in a year with the consumers.

58

6, 97, 680 = 2.46

2, 83, 074
So we have found that the frequency of the consumers is 2.46 per year. That means every 2
years, the consumer buys 5 bottles.
FINDINGS & CONCLUSION
During the survey, it was found that still there 19.33% retailers are unaware about the Amul
Kool Flavor Milk.
From the survey it was found that only 47.11% retailers keep Amul Kool Flavor Milk.
Because customers do not buy the product according to the retailers.
The price of the product is very high as compare to its quantity of the product.
Kesar is the most popular flavor in the Amul Kool Flavor Milk.
Generally people buy the product because of better quality and brand name.
74% people are aware about this product in Bhavnagar city.
Advertisement should be given to increase the level of awareness and sale of the product.
From the awareness level, more than 77% people buy this product.
From the consumers view, more than 47% people buy this product because of good taste.
The Amul Kool Flavor Milk is the most popular brand and Amul Kool Chocolate Milk is the
2nd most popular brand in the Bhavnagar city.

59

 The total retailers in the Bhavnagar city for the product are 190 and the total bottle sold in a
year is 6, 97, 680.
The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys 5
bottles.

SUGGESTIONS
In order to maintain and increase the sales in the city of Bhavnagar, the following
recommendations regarding Amul Kool Flavor Milk; particularly regarding promotional policies is
hereby suggested;
The price of the product is so high. So the price should be decreased to increase the sale
of the product.
The G.C.M.M.F. should advertise for the product to increase the awareness level and sales
of the product.
The G.C.M.M.F. should launch beneficial schemes like 2+1 or 4+1, etc. to increase the
sale of the product.

60

LIMITATIONS
Limited time available for interviewing the respondents. As a result of this it was not possible
to gather full information about the respondents.
The respondents were not very comfortable while revealing their correct usage pattern, no
cause they may feel that they would be called or visited again and again.
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not falls between amongst the options given then it will turn up
to be a biased answer.

61

BIBLIOGRAPHY

1. Research Methodology by C.R. Kothari

2. www.amul.com
3. www.google .com

62