J SANGEETHA (ABOVE 70K) 40-50 years Female – Teacher govt.

upper middle class

We buy from AMUL only ,all the products other than MILK as it is not available . We will choose
AMUL over Milma at any time as we have huge trust and respect for the reputation of the
company. We prefer MILMA milk over other brands as it is easily available and also it is a govt.
associated society . Amul is an old brand and any product it introduces strikes us.
About social cause ads: I have seen it but I do not remember the campaigns or brand names. I
don’t think it will increase the sales that much. In Amul’s case their profit may increase as people
starts to feel positive more, otherwise also amul has that name. People will feel empathy but not
a big jump in sales can be expected. I buy from kudumbashree and also local brands or traders.

Mohanan – Male – 50-60 years old, 50,000k

I use Amul products only because of its quality. I specifically buy from amul stores. Milma , yes it is
good for Kerala state, but when I buy I go for quality mainly, hence I buy from Amul.I have seen
ads with social cause theme. I remember colgate campaigns and also Know colgate gives so many
free products as charity hence I believe they are genuine in what they say. I sometimes buy lottery
as social cause. Farmers may buy more if amul says that all their profit goes to farmers as they can
relate more. A good positive vibe will be imprinted in consumers mind sales might increase a little.
STUDENTS
Amjad Aman 27 years old – MBA student - Male
I buy from Amul as it was the only available and also I m very much used to this brand. I will buy
from Amul only. I know about starbucks doing responsible sourcing. I remember good words
written on water bottles (GO GREEN) . I remember ITC classmate but I think people buy it only
because it is of good quality and not this cause. I don’t buy any producvts thinking of cause but my
father buys from kudumbashree an al(soaps). I do not think people buy a product because of
cause , consumers don’t think so much and buy, they will ;look only convenience.

Akash Sunny -24 years old Male – student

I buy from Amul ,all the dairy products. Amul has minimum taste and minimum guaranteed
standard. I will buy Amul only over MILMA. I have seen ads on cause marketing but I don’t
remember any of these,. I belive all these are for publicity and don’t think sales would shoot so
much but maybe to an extent
. I buy karunya lottery because it is 100 % sure that it goes to poor and also the traders get a good
percentage and I personally knows about it. After amul I trust milma as it is govt associated.

MIDDLE CLASS
Anotony Thomas business
I use amul products as it is reputed and I m used to it.I buy milma sometimes but I think amul is
far in place with quality.I have heard about anna aluminium where they have taken over a locality
and empower then genuine it is like in a township. But I have not thought about buying fro it. I
think affordability is rthe first thing that comes first in todays world. Eg online shopiing.
Pathanjali I remember does something for farmers and products are good . Even if it from amul,
we are not sure how much
Dinesh uncle wife middle class
We use amul products. Sometimes we use milma.I dun pay attention to these social causes. Sales
may increase because there are people who pays attention to these. It is good if companies do
something.I will prefer to give to MIlma more.
Ajith Kunju ( middle class) 40 – 50 years - Male
Buys milk from MILMA and butter cheese from Amul. We most of the time makes everything at
home.I prefer MILMA because all other brands use so many additives and food preservatives , as
MILMA is associated with Govt./society, I believe it would be less harmful.I buy from Amul as it
has a good brand name. Purchase is based on quality only and cause marketing ads an all I m not
aware of and have not heard or seen. Even if it is said that everything goes for farmers I think it is
a play done by cooperatives and I don’t trust any of such advertisements on charity or cause.

LOW INCOME GROUP

Shobana chichi , low income group , female
I use devagi , local brand because of availability. I don’t uswe amul . I buy milma or shakthi milk.
Milk products are usualy made at home. I don’t look for social cause. I look for affordability
mainaly. I buy karunya lottery once in 2 weeks. It is mostly handicapped, sometimes I don’t even
look for prize results. I do not think purchase can do something about increasing sales.

Rehenna female (10 000- 20000)

Do not buy any dairy products, will make at home. Ice creams any brand will do..i remember ITC
classmate ads and karunya lottery.I have not purchased anything with that motive and I might not
change also.Classmate quality is good hence people buy , but not sure its genuine orr not, but
karunya lottery is genuine as it is from kerala govt. I will buy milma over amul as it is kerla govt
sector.I believe amul is a trustable brand hence it will be doing what it says.

Fema;e low income

Everyday milk powder. Ghee from milma. Amul I use very rarely…….Have seen ads but don’t
rememeber.Buy handloom for its quality. Milma I buy because of its wuality and good company.
Maybe ales will increase.

Watchman
I buy from milma as it is govt. as less adulterated and also easily available.I trust amul also as it is
also govt iinitiated.I think social cause marketing is just to camvass hence I dun buy products in
that sense.i buy hnadlooms for its quality and hand woven hence it holds a grace or elegance.
Serving causes will be good content for ads but not sure if sales will increase.i would go for quality
and affordability only and if milma come si prefer that only.
.
Farmers (10 farmers)
Makes most of it at home.Otherwise milma and sometimes amul or local brands from addat ,
nambishan. MIlma is govt, hence a little trust towards. Amul is good as availability is less , we
don’t know much about it. Might bring attention or attraction for the company. Purchase , not
sure but there are people who buy accordingly. For ordinary people like us, will go for available
product in closest store. Most of them could not connect to any product and nobody claimed
about milma. Joy allukkas, Kalyan silks were the ones said by 2 people. That they believed as chief
minister took part and was done locally.Most of them think international companies does but not
genuine and they do not pay attention as the are not sure of this ..all are for advertisements.But
amul is a trusted brand , if they say ,they would be doing

Shopkeeper
They said about v guard . and people have a softcorner towards v guard and its MD.
 Amul doing this would be good.
Sales will increase , people would buy more. They get attracted.Not poor not elite , but middle
class and upper middle class .who knows the pulse of ordinary men will give it a thought.
Rajan
We do not buy any products.we have cow at home.Not seen ads. Trust issues would be
there.AMul is a company people trust. Sales increase will not happen as kindness is lessening.

 Taglines has to be targeted and put differently in different products. Eg: skimmed milk
targeting high class.
 Increasing market share pie will be there ,but slow
 Which segment has to be brought in ? (rural or elite people) accordingly positioning has to
be done.
 First , focus can be on imprints on product. (less cost , people recollect such as ITC
classmate)
 Advertisments
Amit Sharma: Meet the director of landmark ads from Google, Lifebuoy, Visa, Idea