The Taste of India

STEPS INVOLVED IN MARKET RESEARCH

A. STATEMENT OF THE PROBLEM
Many companies are aiming for high satisfaction because customers who are just
satisfied still it find it easy to switch when better offer comes along. Those who are
highly satisfied are much less ready to switch. High satisfaction creates an
emotional bind with the brand not just a rational preference. The result is highly
customer loyalty. Hence an attempt has been made to identify the customer attitude
and satisfaction on Amul Milk.

B. OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk in Anand.
Objectives of study are;

1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul
2. To offer pragmatic suggestion for growth and development of Amul milk.
3. To know the various marketing mix that influence the customer behavior.

C. SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity. This
customer satisfaction decides the fate of the product and organization. There is
various factors influence to the customer satisfaction. These factors are,

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Post purchase behavior, Reputation, Product availability, Branding, and convenient

etc.

INFORMATION REQUIREMENTS:

 First , i had to know about all the competitors present in the market of amul
milk segments(reputed and well established brands as well as local milk)
 Before going to survey i had to know comparative pack and price of all the
competitors existing in the market
 I had to know specify different milk pouches of AMUL.
 I have to gather information of the all places where amul milk is used in
public place.( Tea Stall, Hotel, Restaurant)

DETERMINE THE SOURCE OF INFORMATION

PRIMARY DATA
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 Primary datas are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data
sources include company salesman, buyers, trade association’s
executives and other businessman and even competitors.

TOOLS OF DATA COLLECTION:

Decide Research Methods For Collecting Data:

 If it is for that the secondary data cannot be of much use, collection of

primary data become necessary. Three widely used methods of gathering
primary data are sample observation .

EXPERIMENTATION

 Survey method- in this method , information gathered directly from

individual respondents, either through personnel interviews or through
mail quesnnaires or telephone interviews.
 Observation method-the research data are gathered through observing
and recording their actions in a marketing situation. This technique is
highly accurate. It is rather an expensive technique.

EXPERIMENTAL METHOD :

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 This method involves carrying out a small trial solution to a

problem,while at the same time, attempting to control all factors relavent
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.

SECONDRAY DATA

 These are ganerally published sources ,which have been collected

orignially for some other purpose . Source are internal company records ,
government publication , reports and publicaton, reports and
journals,trade ,professionals and business associations publications and
reports.

SAMPLING TECHNIQUES USED

 Sampling design is a definite plan of obtaining some items from the

whole population.i have taken random sample form total public markets
who is the consumer of AMUL milk.In this method I have given them the
sample of amul milk then take feedback through questionnaire.I have
chosen the areas like AMUL distributor,AMUL customer in Tharmal,
Thasra, Sevalia and I got feedback from AMUL parlor got view from
consumer.

SAMPLING

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 Sampling Technique: Non Probability Sampling Technique

( A Non Probability Sampling Technique Is That

In Which Each Element In The Population Does Not Have An Equal Chance Of
Getting Selected.)

 Sample unit: people who buy amul milk available in retail

shops,superstores etc
 Sample size : 100 respondents (age ranging 15 yrs above)
 Method: direct interview through questionnaire and
observation.
 Area of survey: sevalia, thasra, tharmal
 Timing of survey : 7:00 am to 12:00 pm and 5:00 pm to 9:00 pm

Field Work Method Used For Data Collection:

 Questionnaire was prepared keeping the objective of research in mind.

 Questions were asked to respondents as regards to there willingness to
buy amul milk and remark in what extend we can fulfiill their wants.
 The help of questionnaires conducted direct interviews, in order to get
accurate information.
 In order to correct information i had to approach consumers ranging from
15 years and above.
 It is really a heroic task to understand consumer behavior is a physical
activity as well as decision process individual engaged in when
evaluating, acquiring ,using and disposing goods and services.
 In the field i am taking sample of amul milk pouch, so that some is not
aware of amul milk so i can explain the amul milk and give them for test
then get feedback.

Analysis and Interpretation of the Data:

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The collected data were not easily understandable, so I like to analyze the
collected data in a systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the
collected data and interpretation it with pictorial representation such as bar charts,
pie charts and others.

Gender:

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

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

Total 100 100

Interpretation:

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35% of the respondents are male and 65% of the respondents are female.
From the above table we can conclude that, the majority of the respondents were
belongs to female group.

CLASSIFICATION OF
CUSTOEMRS BASED ON SEX

80
65
No of Respondents

60

40 35 Male
Female
20

0
Male Female

Occupation:

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Occupation is also influences a person’s consumption pattern. A blue collar

worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul
Milk is purchased by various occupants. The following occupants of the
respondents are classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100

Interpretation:

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

ANALYSIS OF OCCUPATION OF THE RESPONDENTS

80
65
60
No.of respondents

40
20
20 Business
10
5 Employee
0 House wife
Business EmployeeHouse wife Others
Others

OCCUPATION

Income:

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

Analysis of Monthly Income of the Respondents

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Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100

Interpretation:

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

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Respondents Consumption Quality:

Consumption quality is varying with various respondents. Some of customer

they buy less quantity and some them huge quantity depends upon requirement and
number of people in their houses. The data is collected to know the various
consumption patterns.

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

1 Liter 70 70

2-4 Liter 10 10

More than 4 Liters 20 20

Total 100 100

Sources: Primary Data

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Analysis of Average Consumption of Milk Per Day

80 70
No. of Respondents

60

40
20
20 10
0
1 Liter 2-4 Liter More than
4 Liters
Consumption

Interpretation:

70% of the respondents are consuming one liter per day. 10% of the
respondents are consuming two to four liter per day. 20% of the respondents are
consuming more than four liters per day.

From the above table we can conclude that majority of the respondents were
consuming one liter per day.

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Quality:

Company has two responsibility in a quality centered. First, they must

participate in formulating strategies and policies designed to help the company win
through total quality excellence. Second they must deliver marketing quality
alongside production quality. This helps to company to attract more number of
customers to their products. Hence I try to collect information related to quality of
AMUL Milk.

Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )

Thickness 35 35

Freshness 45 45

Taste 20 20

Others Nil Nil

Total 100 100

Sources: Primary Data

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Interpretation:

As per the data, 35% of the respondents buy the milk due to Thickness, 45%
of the respondents for Freshness, and 20% of respondents for Taste.

Quality takes vital role in every organization. From the above table we can
conclude that majority of the respondents expressed that AMUL Milk have
Thickness.

Opinion of the Respondents Regarding Quality

50 45
No. of Respondents

40 35
30
20
20
10
0
Thickness Freshness Taste
Opinions

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Opinion towards Products:

The behavior of users after his commitment to a product has been collected
with respect product and terms of satisfaction with rating scale. The following are
the data obtained related to AMUL Milk.

Analysis of Rating towards AMUL Milk

Ratings No. of Respondents Percentage (%)

Excellent 25 25

Good 48 48

Average 22 22

Poor 05 05

Total 100 100

Source: Primary Data

Interpretation:

25% of the respondents rated that AMUL Milk is Excellent. 48% of the
respondents rated as good, 22% of the respondents rated as Average Quality. 05%
of the respondents rated that AMUL Milk is Poor.

From the above table we can conclude that majority of the respondents rated
AMUL Milk is of Good Quality.

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Analysis of Rating towards Amul Milk

50 48

40
No.of Respondents

30 25
22
20

10 5

0
Excellent Good Average Poor
Rating

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FINDINGS

 It is findings in the survey that females are the main decision maker for the
milk and milk products. As per the data, 65% of female and 35% of male
makes purchase decision.
 Based on the occupation of the customer, it is found in the survey that 65%
are the housewives and 35% are from various occupations such as a
businessman, employee, farmers, etc for the Amul Milk.
 Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per
the data, 79% of the respondents’ income is under this group.
 The main purchasing factors for the Amul Milk is Quality and Brand image.
The data reveals that 42% influences on Quality and 32% influenced for the
Brand.
 88% of the total respondents are using product since from a long time. The
majority of the respondents are using Amul Milk from more than 3 years.
 Overall opinion of the product performance data reveals that Amul milk
satisfies 70% of the respondent and 30% respondent’s opinion is average.
 It is found in the survey that 32% of the total respondents are dissatisfied on
dealer’s services.
 It is found in the survey that customer are influencing through Word of
Mouth.
.

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SUGGESTIONS:

 Milk purchases decisions are more decided by women rather than male,
because she act as a invigilator, execute her decision and influence the
same to the purchase while ascertaining the quality, freshness and price.
Hence, I suggest Amul co-operative society to concentrate more on the
women and men suggestions for designing the marketing strategy,
because women’s role in the house is dominant, even in the various
decisions.
 Occupation of the user influences the purchase decisions. The particular
occupation plays a vital role in deciding the product or services. Women
segment are influencing more on milk. Therefore, an occupation is the
factor influencing the product.
 Income of the people decides the purchasing power. The high income
prefers to purchase product with the quality, freshness, thickness, etc. and
vice versa. So I suggest Amul to concentrate also on low income segment
to capture market and position themselves in the minds of the customer
with required quality and quality milk.
 Quality and Brand Image plays a dominant role. Milk and milk products
move in the market due to its quality and brand. Therefore it should
maintain the same.
 In order to maintain and increase the sales in the city of Thermal, Thasra
,Savalia the following recommendations regarding to amul milk ;
particularly regarding advertisement, distribution , promotional policies
,etc are hereby suggested:
 First and foremost Amul should take action in order to improve
advertises to spread awareness.

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 Try and change the perception of the people through word of mouth
about Amul in advertisements, because they are the best source to reach
the children and families.
 So my suggestion is that first select better distributor in this particular
area who provides better services to their consumers. AMUL has to
maintain the distribution process so that consumer can get fresh milk.
 In the survey, the retailers are facing the problem for supply of other
dairy’s milk so that the AMUL milk is affected in this area.

CONCLUSIONS:

From the survey conducted it is observed that Amul milk has a good market
share.

From the study conducted the following conclusions can be drawn. In order
the dreams into reality and for turning liabilities into assets one must have to meet
the needs of the customers.

The factors considered by the customer before purchasing milk are

freshness, taste, thickness and easy availability.

Finally I conclude that, majority of the customers are satisfied with the Amul
milk because of its good quality, reputation, easy availabilities. Some customers
are not satisfied with the Amul Milk because of high price, lack of dealer services,
spoilage and low shelf life etc. therefore, if slight modification in the marketing
programme such as dealers and outlets, promotion programmers, product lines etc.,
definitely company can be as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more
importantly its customers before making any move.

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BIBLIOGRAPHY :

WEBSITES:

http://www.google.com

http://en.wikipedia.org/wiki/Amul

http://business.mapsofindia.com/sectors/manufacturing/amul.html

http://www.uniquefragrances.com/Amul.html

http://www.managementparadise.com/forums/management-co-
operatives/205891-amul-s-product-range.html

http://www.poulvet.com/directory/profile.php?addrid=6585

http://www.amuldairy.com/index.php?option=com_content&view=article&id=75
&Itemid=83

http://www.moneycontrol.com/news-topic/kaira-district-co-operative-milk-
producers-union-limited/

http://www.linkedin.com/19875255/Amul-Dairy-Mumbai-A-Unit-of-Kaira-District-
Co-op-Milk-Producers-Union-Ltd-Anand

BOOKS:

MALHOTRA K. NARESH, Research Methodology -4TH Edition

Page no : 7-10,72-78,321-323.

PHILIP KOTLER, MARKETING MANAGEMENT, 13TH Edition

Pearson Publication, Page no: 6-8,200-207

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QUESTIONNAIRE
1. PERSONAL INFORMATION

[ A ] Name:…………………………………………………………………………………

[ B ] Age :-
10-20 21-30

31-40 41- Above

[ C ] Gender :-

Male Female

[ D ] Occupation : -

Self-employed House-wife

Business Student

[E] Income :-

Below 5000 5000-10000

10001-15000 above 15000

[F]Purchase of milk

1 liter 1-2 litres

2-4 liter More than 4 liter

2. What is the most important factor that matters while buying an Amul milk ?

Quality Price

3. Do you like packets of amul milk?

Yes No

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4. Are you satisfied with the quality of amul milk?

Yes No

5. Do you think that price of Amul milk is better than competitor’s product?

Excellent good

Average poor

6. How often do you buy Amul milk?

Daily Monthly

Weekly Occassionally

7. Do you think the various schemes/promotional activates are affect to purchase of

amul milk ?

Yes No

Thank You For Giving Your Valuable Time & Opinion

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