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A Project Report On, “Factors Considered While Purchasing FMCG Products In

Sagar Region Of M.P. of, AMUL”

Mid II Assignment Submitted

In The Partial Fulfillment Of The Requirement For

The Degree of Bachelor Of Business Adminstration

Under the guidance of Submitted by

Dr. Anil Kumar Kashyap Vaishnavi More; Y18180534

Assistant Professor B.B.A. 3rd Semester

Department Of Business Management

Dr. HariSingh Gour University Sagar M.P. , 470002

Year 2019-20

23rd Batch
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DECLARATION
Date: ---/---/------

I hereby declare that the project report entitled, “The factors considered while purchasing FMCG
products in Sagar region of M.P. of AMUL ”, is my own work from primary as well secondary
data sources,under the guidance and supervision of Dr. Anil Kumar Kashyap, Assistant
Professor, Dr. Hari Singh Gour Central University, Sagar M.P. for the partial fulfillment for the
requirement of the degree of bachelor of business administration. To the best of my knowledge
the report does not contain any work which has been submitted for the award of any other degree
of either this university or any other university.

Signature of the candidate

Vaishnavi More

BBA 3rd semester, 23rd Batch

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CERTIFICATE

This project report titled “The factors considered while purchasing FMCG products in Sagar
region of M.P. of AMUL”, has been prepared by Vaishnavi More, BBA 3 nd Semester, under the
guidance and supervision of Dr. Anil Kumar Kashyap, Assistant professor, Department of
Business Management for the partial fulfillment of the degree Bachelor of Business
Administration.

Dr. Mrs. Babita Yadav Dr. Anil Kumar Kashyap

Assistant Professor Assistant Professor

Signature of the checker Signature of the supervisior

Mr. Yashwant Singh Thakur

Professor

Signature of the head of the department

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ACKNOWLEDGEMENT

Any successful project consumes dedication, cooperation coordination and several resources like
knowledge, study, and time. Patience determination and perseverance coupled with help and
encouragement from several quarters has paved the path to the success of this project.

I would take the opportunity to express my most sincere gratitude to all those who have helped in
making this project a success. Even the most vivid connections of the world would not be able to
express my heartfelt thanks towards one and all that have assisted me in the expedition of
developing the project.

Particularly, I would like to place my sincere thanks to Dr. Anil Kumar Kashyap, Assistant
Professor my project guide, and all faculty members for assigning us this project, for sparing his
valuable time and for providing the proper guidance.

I also want to thank to my parents for the invaluable support they provided me during the time,
they have supported me both financially and morally for the sake of completion of my project.

I also want to thanks to my friend and all my well wishers who supported me in any of the way
during my project.

Signature of the student

Vaishnavi More

BBA 3nd Semester

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PREFACE

I’m glad to present this assignment to professor Y.S.Thakur This assignment is about the study
of Amul product.

This project contains about how consumer shows their satisfaction level towards Amul products.
I have given information in this project by conducting a survey on consumer perception to the
product by using questionnaire filled by respondents and by consulting books and different
useful websites and some research papers.

This includes the Amul introduction-History and Company profile, about the various products
and its overall analysis, Review of literature, Research methodology and Analysis of overall
satisfaction of consumer towards Amul product, Annexure which consists questions being
addressed to consumer during survey. After analysis, findings, suggestions and conclusion for
the same
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Table of content
 Declaration
 Certificate
 Acknowledgement
 Preface

CHAPTER 1: INTRODUCTION

1.1 About FMCG Products

1.2 Introduction to Amul
1.3 History of Amul
1.4 The Amul Model
1.5 Plants of Amul
1.6 Vision and Mission Statement
1.7 Amul Ice-Cream history
1.8 Range of Amul Ice-Cream
1.9 Manufacturing Unit
1.10 Awards and Certifications
1.11 Latest happenings
1.12 Market share of Amul in India
1.13 How Amul ice-cream is better from others
1.14 Key competitors
1.15 Literature Review
1.16 Consumer Buying Behavior
1.17 SWOT Analysis
CHAPTER 2: RESEARCH METHODOLOGY

CHAPTER 3: OBJECTIVES OF THE STUDY

3.1 To know the satisfaction of consumer regarding availability of Amul Ice-Cream.

3.2 To know the pack of Ice-Cream preferred by the consumers.
3.3 To determine the taste and preference of customers.
3.4 To study the impact of promotions and elements influencing switching behavior.
3.5 To know what are the improvements required by inproduct as per consumer view
3.6 To know about the nearest competitors of Amul Ice-Cream
3.7 To determine if there is any adverse effect of product or not.

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

CHAPTER 5: FINDINGS, CONCLUSION, SUGGESTIONS, AND REFERENCE

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ABOUT FMCG: Fast Moving Consumer Goods

Fast-Moving Consumer Goods (FMCG) are products that are sold quickly and at a
relatively low cost. Examples include non-durable household goods such as packaged
foods, beverages, toiletries, over-the-counter drugs, and other consumables.

Many fast-moving consumer goods have a short shelf life, either as a result of high consumer
demand or as the result of fast deterioration. Some FMCGs, such as meats, fruits, vegetables,
dairy products, and baked goods are highly perishable. Other goods, such as pre-packaged foods,
soft drinks, candies, and toiletries have high turnover rates. Sales are sometimes influenced by
holiday and/or seasonal periods and also by the discounts offered.

Packaging is critical for FMCGs. To become successful in the highly dynamic and innovative
FMCG segment, a company not only has to be acquainted with the consumer, brands, and
logistics, but also, it has to have a sound understanding of packaging and product promotion. The
packaging has to be both hygienic and customer-attracting. Logistics and distribution systems
often require secondary and tertiary packaging to maximize efficiency. Unit or primary
packaging protects products and extends shelf life while providing product information to
consumers.

CHARACTERISTICS OF FMCG PRODUCTS

 From the consumer perspective

o Frequent purchases
o Low engagement (little or no effort to choose the item)
o Low prices
o Short shelf life
o Rapid consumption
o Price Comparison over online purchase by customer.
 From the marketer perspective
o High volumes
o Low contribution margins
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o Extensive distribution
o High inventory turnover
INTRODUCTION

As AMUL is recognized as the country’s largest milk producing cooperative it has tied up with
global supermarket chain WALMART to sell its range of dairy products and have also tied up
with Glaxo over the production of baby food in India. Amul added sweet buttermilk powder, a
second brand of baby food and a high protein weaning food. It also sells its products to Nepal.
Now India is looking to capture neighbourhood markets like Pakistan, Bangladesh etc. These
countries import over 50,000 tonnes of milk each annually & Sri Lanka is flooded with an
Indonesian brand, which is said to be of an inferior quality and also costs less. These countries
import tonnes of milk every year. AMUL’S Indian desserts are very well liked in countries like
Singapore and Malaysia. Amul has list of products marketed to various countries few of its
products are Amul butter, Amul cooking butter, Amul cheese spread, Amul pizza cheese, Amul
shrikhand, Amul fresh cream, Amul fat milk, Amul pure ghee, Amulya dairy whitener, Sagar
Tea and Coffee whitener, Amul butter milk, Amul ice creams like cassata , cool candy and
frostik, Amul milk chocolate and Amul Eclairs. Amul has started preparing and selling pizza
slices that prominently feature generous portions of Amul cheese. Amul’s pizza slices are being
sold through super markets and large departmental stores that have snack counters

AMUL is considered as India’s best known local Brand across all categories. Indians prefer
Dairy Ice cream rather than frozen desserts and Amul has a wide range in the dairy ice cream
segment, 35% market share in the national Ice Cream market. Amul is biggest sourcing base for
milk products in India, people are more comfortable buying products in the Value for Money
segment and Amul is well present in this division. Amul has built up a terrifying image as a
brand in which generations of customers have placed their trust, coming to pricing strategy Amul
is the price warrior and currently has a very wide range of products to offer for all price points.
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Amul is recognized for well established distribution and delivery network for dairy products.
AMUL’S success led to the creation of similar structures of milk producers in other districts of

BIRTH

The Birth Of AMUL

 It all began when the milk became the symbol of protest

 Founded in 1946 to stop the exploitation by the middlemen
 Inspired by the freedom movement

The seeds of this unusual saga were sown more than 73 years, a small town in the state of
Gujarat in western India. The exploitative trade practices followed by the local trade cartels
triggered off the cooperative movement. Angered by unfair and manipulative practices followed
by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai
Patel for a solution. He advised them to get rid of the middlemen and form their their own
cooperative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to the cowed down by the cartels.
Under the inspiration of Sardar Patel., and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperatives in 1946.

This cooperative, the kaira District Cooperative Milk Producers union limited began with just
two village dairy cooperative societies and 247 liters of milk and is today better known as Amul
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Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas
Patel, the former chairman and the committed professionalism of Dr. Verghese Kurien, who was
entrusted the task of running the dairy from 1950.

The then Prime Minister of India , Lal Bahadur Shastri decided that the same approach should
become the basis of the National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, importantly, the cooperatives
were sensitive to the needs of the farmers and responsive to their demands.

At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replacing the Amul Model. Dr. Kurien was chosen to head the institution as its
chairman and asked to replicate this model throughout the country.
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THE AMUL MODEL

The AMUL Model of dairy development is a three tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a federation of
member union at the state level.

 Establishment of a direct linkage between milk producers and consumers by eliminating

middlemen.

 Milk producers (farmers) control procurement, processing, and marketing.

 professional management.

The amul model has helped india to emerge as the largest milk producer in the world. More than
16 million milk producers pour their milk in 185903 dairy cooperative societies across the
country.

Their milk is processed in 218 district co- operative milk unions and marketed by 29 state
Marketing federations, ensuring a better life for millions
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Plants:

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

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul

Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the brand name Amul. Today
Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat
and whole India.
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VISSION AND MISSION STATEMENT

VISION STATEMENT

Our Vision is not just to be rated among the top 5 brands of India in Interior Field, but, more
importantly, to strive to attain the leadership position in makin our people aware to protect &
save the nature by using plywood and related products for their wood work.

MISSION DTATEMENT

Our Mission is to manufacture world class products of outstanding qualities, providing related
services and solutions to our client while utilizing latest technologies, highest business standard,
work ethics Corporate Governance so we can make every customer SMILE.
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AMUL ICE -CREAM HISTORY

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of
impulse products like sticks, cones, cups as well as take home packs and institutional/catering
packs. Amul ice cream was launched on the platform of ‘Real Milk. Real Ice Cream’ given that
it is a milk company and the wholesomeness of its products gives it a competitive advantage.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out across the country in 1999.

It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the
country. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of HLL,
thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always brought newness
in its products and the same applies for ice creams.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight
& ProLife Probiotic Wellness Ice Cream is created for the health conscious.

Amul’s entry into ice creams is regarded as successful due to the large market share it was able
to capture within a short period of time – due to price differential, quality of products and of
course the brand name.
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PRESENT STATUS
In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the country.
It is now the only national brand and all other ice cream brands are regional.

Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4 times
larger than its closest competitor.

PRODUCTS: RANGE OF AMUL ICECREAM

Ice cream made of the freshest milk and the freshest cream blended with the yummiest flavours,
fruits and nuts to make you keep on asking for more.

Prolife Ice Cream

Available in 5 delicious flavours:

   
Vanilla with Chocolate Sauce
Strawberry with Strawberry sauce

Shahi Anjir
Fresh Litchi
Chocolate
Packaging :
500 ml tub + free 500 ml tub and 125 ml cup

Sugar Free Probiotic

India’s first specially created Low Fat Diabetic Delight

Available in 5 delicious flavors:

   
Vanilla with Chocolate Sauce
Strawberry
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Shahi Anjir
Chocolate

Swirl
Available in 4 delicious flavours:
   

  Chesse-n Strawberry
  Black Current
  Khatta Mitha Mango
  Chocolate
   
Packaging :
Available in 150ml

Sticks
 
Dollies
  Raspberry Dolly
  Mango Dolly

Packaging :
Available in 60ml

Cones

Tricone
  Butterscotch
    Available in 50ml, 80ml and 120ml
  Chococrunch
    Available in 50ml and 120ml
  Alphonso Mango
    Available in 120ml
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Novelties

  Cassatta
    Available in 150ml

Malai Kulfi

  Masti Kulfi
    Available in 100ml
  Shahi Pista
    Available in 60ml

   

Kids

  Fundoo Cone
    Available in 125ml
  Fundoo Chocobar
    Available in 40ml
  Fundoo Balls (Vanilla)
    Available in 100ml
  Fundoo Balls (Mango)
  Available in 100ml
 

 Utterly Delicious Take Away

  Vanilla Royale
  Strawberry
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  Butter Scotch
  Chocochips
    Available in 500ml & 1.25ltr
  Kaju Draksh/ Kis Mis Kaju
  Kesar Pista Royale
    Available in 1ltr pack
  Introducing
    2ltr super saver pack
    4ltr plastic container pack

Utterly Delicious Cups

  Available in 100ml
      - Alphonso Mango
      - Chocolate
      - Strawberry
      - Kaju Draksh
      - Butterscotch
      - Kesar Pista Royale
      - Kesar Pista Royale
     
  Available in 50ml and 100ml
      - Vanilla
      - Strawberry

Buy One & Get One Free

Spanish Saffron + Spanish Saffron

 
  Rajbhog + Raj Bhog
  Fresh Litchi + Fresh Litchi
  Cappuccino + Cappuccino
  Shahi Anjir + Shai Anjir
  Blackcurrant + Black Currant
  Fresh Pineapple + Fresh Pineapple
  Fruit Bonanza + Fruit Bonanza
  Chocolate + Chocolate
  Alphonso Mango + Alphonso Mango
  Tutti Frutti + Tutti Frutti
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  Green Pista + Green Pista

  Prolife Vanilla + Butter Scotch

MANUFACTURING UNITS
 Mother Dairy, Bhat-382 428, India

 Banas Dairy, Palanpur-385 001, India

 Dudhmansager Dairy, Manesar-112 020, India

 IDPL, Chanditala-712 702, Kolkata, India

 Vidya Dairy, Anand- 388 110, India

 Vasundhara Dairy, Tarapur, Boisar-401 506, India

AWARDS & CERTIFICATION

 ISO 9000-HACCP certified plants : All Amul Ice Cream plants are ISO 9000-HACCP
certified.

 Amul is in the process of getting ISO 22000 (Improved version) certification for all its
plants.

 No. 1 in Quality : Amul is ranked No.1 ice cream in quality by “INSIGHT” (May-June,
2002), a bimonthly consumer magazine published by Consumer Research and Education
Society (CERS) based at Ahmedabad.    

 Best Value for Money brand : Voluntary Organization in Interest of Consumer Education
(VOICE), a consumer organization based in Delhi said in an article published in Deccan
Herald, Bangalore edition dated 16.03.04 that Amul provides the best Value For Money
as far as price is concerned. They also mentioned the difference between Ice Cream and
Frozen Dessert in their article as Amul is using milk fat in ice cream and some
competitors are using vegetable fat in their ice creams.
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LATEST HAPPENINGS
2 litre Super Saver Pack

2 litre Super Saver pack - Available Flavours are

Vanilla Royale, Butter Scotch, Two in One, Kis Mis Kaju and Rose

HUM TUM Party pack

Cheese-n-Strawberry swirl 150ml & 1litre

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MARKET SHARE OF AMUL IN INDIA

MARKET SHARE
7%

8%

KWALITY WALLS
AMUL
VADILAL
50% OTHERS

35%

HOW AMUL ICECREAM IS BETTER FROM OTHERS

ICE CREAM

 Ice Cream is made from fresh milk.

 Ice creams are rich in protein, calcium, dairy cream and vitamins.
 Ice Creams are a complete food, easy to digest and full of energy.

FROZEN DESSERT

 Frozen Desserts are generally made from vegetable oils / fats.

 In frozen desserts milk fat is replaced with vegetable oil, hence they are unable to give
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the smooth taste and flavour which only an ice cream can give.
 The base of the frozen dessert can be any sort of vegetable oil which is quite
inexpensive.
KEY COMPETOTORS
Kwality Walls: As seen in Chart 001, Kwality walls stands second in the Market share
(18.3%) in India. Kwality Wall's, is an ice cream brand owned by the Anglo-Dutch
food and personal care conglomerate Unilever. It is a major producer and distributor of
frozen dessert products in India, Pakistan, Sri Lanka, Malaysia and Singapore.

Mother Dairy: ice creams have consistently gained market share in the recent years
and they now stand third at all India level with 15.2% of market share. Mother Dairy
sells milk and milk products (Milk, cultured products, Ice creams, Paneer and Ghee) at
a national level through its sales and distribution networks for marketing food items.

Vadilal: has a market share of 13% in India standing fourth after

Amul, Kwality walls and Mother dairy. Vadilal (Vadilal Industries Limited) has grown from a
small outlet in Ahmedabad over 80 years back. The company is also one of the largest
processed food players in India with significant exports of frozen vegetables and ready to eat
snacks, curries and breads.

Creambell: is an ice cream company in India, established by the RJ Corporation in 2003.

Creambell is located in 19 states in India. The CEO is Nitin Arora and the company is owned
by Ravi Jaipuria promoted RJ Corp.
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Literature Review
Market Penetration

In consumer goods markets, a manufacturer plans its actions vis-`a-vis both competitors
(horizontal strategic interactions) and retailers (vertical strategic interactions). With the growing
power of retailers in recent years, the vertical channel interactions have gained importance and
have become the subject of much research (for a comprehensive survey see Ailawadi (2001)).
Retailers can impact manufacturer profits in two ways: directly through the exercise of
bargaining power to negotiate lower wholesale prices and higher trade allowances (Buzzell,
Quelch and Salmon 1990) and indirectly by affecting the intensity of price competition among
manufacturers.

These studies and their results are evident in the Ice Cream market of Delhi. There is a tough
instore competition among the top market players in this category. The retailers thereby exercise
high bargaining powers and demand for schemes from companies to increase their profitability.
Therefore, the companies have to offer schemes to retailers in order to penetrate the market.

Empirical generalisations suggest that distribution affects market share and vice versa in that no
consumer can buy a product unless it is available (Farris, Olver and de Kluyver, 1989). With the
exceptions of very high brand loyalty situations where consumers are unwilling to compromise
their choices when a brand is unavailable, sales will be lost to the available brands at a purchase
situation due to “compromised choice” (Farris, Olver and de Kluyver, 1989). In other words, the
higher the availability of the product, the more opportunity the customer has for buying the
product (Reibstein and Farris, 1995).

As these studies reveal that an adequate distribution plays an important role in increasing and
sustaining the market share. A detailed study of the cold chain distribution network of Ice cream
is an important part of this study. An effective distribution system ensures better product
availability.

Lecturer PhD Ovidiu I. MOISESCU Babeş-Bolyai University of Cluj-Napoca in his paper

concluded that Brand/Product awareness, as one of the fundamental dimensions of brand equity,
is a prerequisite for the market success of brands. It represents a main factor for a brand to be
included in the buying decision process consideration set, as most of the consumers prefer
buying brands they are aware of (brands they are familiar with or, at least, they have heard of).

Impulse buying takes place consequent to contact to in-store stimuli. In-store stimuli remind the
customer of their shopping needs thus leading to an impulse purchase Kollat & Willet, (1969).
To increase unplanned purchases of products retailers primarily use In-store stimuli as
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promotional techniques. In-store display, point of purchase displays, on-shelf positions and in-
store demonstrations are promotional techniques used Abnett & Goody, (1990).

CONSUMER BUYING BEHAVIOUR

Consumer Buying Behaviour, preferences and attitudes towards consumption of dairy products
differs substantially across countries

Therefore, while analysing the consumer, the region of market is an important consideration.

Consumers appear to have much more pragmatic considerations in mind when making their food
choice decisions. These considerations include sensory aspects of food (e.g., taste and quality)
(Powell et al., 2003). The customers prefer branded products based only on quality, availability,
price, variety, image then advertising (International Monthly Refereed Journal of Research in
Management & Technology Volume III, January’14 IS SN – 2320-0073.

Consumers use attributes as the basis for evaluating a product and attributes promise benefits
consumers seek when purchasing a product. Consumers also use attributes to make comparisons
between competitive brands. The importance of studying attributes goes beyond the physical
features of a product since consumers link attributes to benefits of purchasing and consuming
products. These benefits, or consequences, in turn lead to certain end states or values that
consumers wish to achieve. It is important to note that it is the consumer’s perception of product
attributes that is of crucial importance to the marketer. As Lewin (1936) points out, people
respond on the basis of their perceptions of reality, not reality per se. Porter (1976) confirms that
perceptions are important to study, even if they are misconceptions of actual events.

From the above studies it is evident that in the packaged food market, attributes like taste, price,
packaging, quality, availability and variety play an important role in building consumers
perception of the product..
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SWOT ANALYSIS OF AMUL ICECREAM

STRENGTHS

1.Good product range include various flavors, party packs, sticks, cones etc
2. Good quality and packaging, and good advertising
3. Amul is one of the most respected top-of-the-mind brands
4. Also launched probiotic and sugarfree icecreams
5. Offers over 200 products across India

WEAKNESS

1. Growing competition form international and other brands means limited market share

2. Limited international presence as compared to leading global brands

OPPORTUNITIES

1. High End ice-cream to tap the higher income group also

2. Tie-up with food chains, restaurants

3. Mobile vans for better visibility

THREATS

1. Kulfi in rural markets

2. Local ice creams and sweet dishes

3. Health conscious people refraining from sweets

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Research Methodology:
Research methodology is a way to systematically solve the research problems. It guides the
researcher to do the research scientifically. It contains of different steps that are generally
adopted by a researcher to study the research problem along with the logic behind them. Data
became information only when a proper methodology is adopted. The researcher
methodology includes the logic behind the methods we use in the content of our research
study questions.

The scope of research has been limited to the SAGAR city keeping in mind the objective
stated, questionnaire was designed for the people.

SAMPLE PLAN

Random sampling is that method of sampling in which every item of the universe has equal
chance of being selected in the sample.
The sampling method is the way the sample units are to be selected. In order to achieve the
objectives of research the following sampling method is used: convenience sampling and simple
random sampling.

SAMPLESIZE
The population refers to all the users of frooti FMCG products. The sample is the study is select
on random sampling method. The sample size is 50 in total.

SAMPLE-UNIT
It is the basic unit containing the element of population to be sampled. In this study the sample
unit is the random consumers who have purchased the products of select company.
1. Working people (including men and women)
2. College student’s
3.school student

SAMPLE-AREA
The area of sampling for research conducted is : SAGAR region of (M.P). I selected the Sagar
city where the behavior of the consumer different for different product.

RESEARCH DESIGN

Research design is defined as a framework of methods and techniques chosen by a researcher

to combine various components of research in a reasonably logical manner so that the
research problem is efficiently handled. It provides insights about “how” to conduct research
using a particular methodology.
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TYPE OF RESEARCH USED IN THIS PROJECT

DESCRIPTIVE RESEARCH : takes up the bulk of online surveying and is considered
conclusive in nature due to its quantitative nature. The main idea behind using this type of
research is to better define an opinion, attitude, or behavior held by a group of people on a
given subject. Consider your everyday multiple choice questions. Since there are predefined
categories a respondent must choose from, it is considered descriptive research.

TYPE OF DATA: The sources of data used in this project are both primary and secondary
data.

PIMARY DATA

Questionnaire: Primary data was collected by preparing questionnaire and the people were
randomly being requested to fill them.

SECONDARY DATA

Secondary data will consist of different literatures like books which are published, internet,
and websites.

In order to reach relevant conclusion, research work needed to be designed in a proper way.
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An overview of consumer Satisfaction and buying Behavior:

Consumer is one who consumes goods and services product. The aim of marketing is to meet
and satisfy target consumer needs and wants. The modern marketing concept makes customer the
centre stage of organization efforts. The study Consumer buying behavior is the study of how
individuals make decisions to spend their available resources (time, effort, money) on
consumption related item.

Consumer Satisfaction and buying behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing, and post consumption of a
product or service.

Consumer Satisfaction and buying behavior involves study of how people buy, What they buy,
when they buy , Why they buy. It also tries to assess the influence on the consumer from groups
such as family, friends, reference groups and society in general.

Buyer behavior has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variables not visible to anyone.
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Factors considered while purchasing FMCG product:

SOCIAL FACTORS: Social factors refer to forces that other people exert and which affect
consumers purchase behavior. These social factors can include culture and subculture, roles and
family, and social class.

PSYCHOLOGICAL FACTORS: These are internal to an individual and generate forces

within that influence her/his purchase behavior. The major forces include motives, perception,
learning , attitude and personality.

PERSONAL FACTORS: These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors , lifestyle, and situational factors.

DEMOGRAPHIC FACTORS: Market strategy also depends on demographical factors. These

factors include age, gender, place, for residence, marital status, income and family size.

MARKET FACTORS:

BRAND NAME – brand image boosts the level of confidence among customer, and hence the
acceptability for new products becomes easy for marketers.

PROUDCT QUALITY – product quality has its own importance in long – run, for gaining trust
of customers. Customers are oriented towards quality as a basic requirement for purchasing
product.

PRICE – Price is a sensitive factor for buying a product. It not only provides economic value to
the product but also it is a measure of quality, status symbol. Price has direct impact on sale for a
product.

PACKAGING – Packaging is a product related factor, packaging act as a role of silent

salesman, Attractive packing of product attracts and influence the customer to buy the product.
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OBJECTIVES AND SOCPES OF THE PROJECT

Primary Objectives :-

 To study the satisfaction level of consumers towards availability of Amul Ice-Cream.

 To know the size of Amul ice-cream preferred by customers in Sagar region of M.P.

 To understand the brand image of product in eyes of the consumer.

 To study the impact of promotions and elements influencing switching behavior.

 To know the satisfaction level of customers about the price of Amul ice-cream and
frequency of buying.

 To determine the Taste and Preference of consumers.

 To determine the factors influencing customer preference for Amul icecream product
across place for residence Sagar (M.P)

 To understand the product image in the eyes of consumers.

 To know what are the improvements needed in our product.

Secondary objectives :-

 To increase the sale.

 To generate and secure consumer awareness.
 To collect the information from school canteen holders.
 To organize promotional activities to improve sales.

SCOPE OF THE STUDY

 It gives information about the size of the retail network.

 It gives information about the services given by distributor to their retailer.
 It gives information about the competitors’ products.
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 It will serve consumer in better manner.

 It provides suggestions to the company to improve their products sales.
 It gives information about the sales promotion activities to create brand awareness.
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DATA ANALYSIS AND INTERPRETATION

QUE 1- Number of males, females and others as respondent
RESPONDENT FREQUENCY PERCENTAGE
MALES 30 60
FEMALES 18 36
OTHERS 02 04

Sales

MALES
FEMALES
OTHERS
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QUE 2- When you think of ice-cream, which brand comes in your mind?

BRANDS FREQUENCY PERCENTAGE

AMUL 15 30
KWALITY WALLS 08 16
MOTHER’S DAIRY 04 08
PASTONJI 08 16
DINSHAWS 10 20
NATURALS 05 10
OTHERS 0 00

35

30

25

20

15

10

0
UL LS Y JI S S S
M AL A IR ON W AL ER
A W SD ST
SHA TU
R
OT
H
LITY ER' PA DI
N NA
A H
KW OT
M
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QUE 3- How frequently do you purchase ice-cream?

RESPONSE FREQUENCY PERCENTAGE

DAILY 02 04
WEEKLY 08 16
MONTHLY 20 40
FESTIVE SEASON 16 32
OCCASIONALLY 04 08

45

40

35

30

25

20

15

10

0
DAILY WEEKLY MONTHLY FESTIVE SEASON OCCASIONALLY
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QUE 4- Which factor do you consider while buying an ice-cream/

FACTORS FREQUENCY PERCENTAGE

PRICE 08 16
BRAND 25 50
FLAVOR 10 20
AVAILABILITY 02 04
PACKAGING 05 10

60

50

40

30

20

10

0
PRICE BRAND FLAVOR AVAILABILITY PACKAGING

QUE 5- Which pack do you usually buy?

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PACK FREQUENCY PERCENTAGE

SCOOP 04 08
CUPS 10 20
STICKS 04 08
CONES 18 36
FAMILY PACKS 12 24
SUNDAES 02 04

40

35

30

25

20

15

10

0
SCOOPS CUPS STICKS CONES FAMILY PACKS SUNDAES
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QUE 6- From where do you buy an ice-cream/

PLACES FREQUENCY PERCENTAGE

GENERAL STORES 10 20
ICE-CREAM PARLOR 25 50
DAIRY 15 30

60

50

40

30

20

10

0
GENERAL STORES ICE-CREAM PARLOTRS DAIRY

QUE 7- Who usually decides the choice of the ice-cream?

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WHO FREQUENCY PERCENTAGE

YOURSELF 26 52
CHILDREN 16 32
RETAILER 02 04
PARENTS 06 12

60

50

40

30

20

10

0
YOURSELF CHILDREN RETAILER PARENTS

QUE 8- Have you ever eaten Amul Ice-Cream?

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RESPONSE FREQUENCT PERCENTAGE

YES 36 72
NO 14 28

80

70

60

50

40

30

20

10

0
YES NO

QUE 9- If yes, then which thing you like most about Amul ice-creams?
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RESPONSE FREQUENCY PERCENTAGE

PRICE 06 12
FLAVOR 10 20
TASTE 16 32
PACKAGING 06 12
AVAILABILITY 12 24

35

30

25

20

15

10

0
PRICE FLAVOR TASTE PACKAGING AVAILABILITY
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QUE 10- Have you ever seen or visit Amul parlor?

RESPONSE FREQUENCY PERCENTAGE

YES 38 76
NO 12 24

80

70

60

50

40

30

20

10

0
YES NO

QUE 11- Is Amul ice-cream easily available?

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RESPONSE FREQUENCY PERCENTAGE

YES 42 84
NO 08 16

90

80

70

60

50

40

30

20

10

0
YES NO
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QUE 12- Is the brand name visible?

RESPONSE FREQUENCY PERCENTAGE

YES 45 90
NO 05 10

100

90

80

70

60

50

40

30

20

10

0
YES NO

QUE 13- Have you seen any recent advertisement of Amul ice-cream?
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RESPONSE FREQUENCY PERCENTAGE

YES 28 56
NO 22 44

60

50

40

30

20

10

0
YES NO

QUE 14- Are you satisfied with Amul ice-cream?

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RESPONSE FREQUENCY PERCENTAGE

YES 32 64
NO 18 36

70

60

50

40

30

20

10

0
YES NO

QUE 15- Do you gain freshness by eating Amul ice-cream?

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RESPONSE FREQUENCY PERCENTAGE

YES 36 72
NO 14 28

80

70

60

50

40

30

20

10

0
YES NO

QUE 16- Have Amul ice-cream caused any health problem to you earlier?
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RESPONSE FREQUENCY PERCENTAGE

YES 02 04
NO 48 96

120

100

80

60

40

20

0
YES NO
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QUE 17- Do the Amul ice-cream tastes real flavors?

RESPONSE FREQUENCY PERCENTAGE

YES 36 72
NO 14 28

80

70

60

50

40

30

20

10

0
YES NO

FINDINGS:
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 According to the survey, 15(30%) respondents like Amul Ice-cream.

 According to the survey, 36(72%) respondents gain freshness by Amul Ice-cream.
 According to the survey, 2(4%) respondents think that Amul ice-cream cancauses the health
problem.
 According to the survey 36(72%) respondents thinks that Amul ice-cream have real taste of
flavors.
 According to the survey most of the respondents purchase Amul ice-cream because of any
other reasons including brand image, price and Accessibility.
 According to survey maximum number of respondents got to know about Amul ice-cream
through Advertisement and also the effective promotion techniques influence consumer to
buy the product.
 According to the survey, maximum number of the respondents buys Amul ice-cream due to
its taste and preference not because of its brand name.
 According to the survey, maximum number of respondents are use to buy family packs and
cones of Amul ice-cream..
 In the given research, according to the respondents Dinshaws is the nearest competitor of
Amul.
 According to the survey the price of Amul ice-ceam found reasonable, and respondents are
satisfied with the affordability of product.
 It was found that there is no age boundation on the consumption of Amul ice-cream.

SUGGESTIONS:
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 Amul Ice-creams can go for Ranveer Singh as a brand ambassador as he is very popular
in India and symbolizes good health. 

 Packing can be more attractive.

 Availability of product should be regular.

 Promotion should be attractive.

 Working area to each salesman should be clearly defined.

 According to respondents the prices of Amul ice-cream shold be lowered to an extent..

 Amul must be following the marketing strategies of Dinshaws because it’s a leading
competitor of Amul ice-creams in market.

 The company must have to do work for improvement in quality of product

CONCLUSION:
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In today environment with rapidly changing consumer behavior, preferences and purchasing
power, it is quite difficult to suggest the concrete framework with regarding to consumer buying
behavior. It was concluded that consumers came to know about Amul ice-creams through
Advertisement. It is analyzed that there is no relation between price level and age groups of
customers who likes Ice-cream.. Amul ice-cream and other ice-creams are mostly sell in the ice-
cream parlor so we can say that the better place for improving sale is the ice-cream parlor and
after that other place is the general shop. According to the consumer the nearest competitor of
Amul ice-cream is the Dinshaws. As for the packing the consumers mostly prefer the Cones and
family packs of the ice-cream.. The distribution network of the Amul brand is good as regards to
their near competitors like Dinshaws. So the brand need to focus on this segment of customer
Aggressive advertisement is the beneficial promotional activities for the sale promotion.
Maximum customers are agreeing from the aggressive advertisement. It was concluded that
Amul ice-cream is the regular source of refreshment for the customers. It was found that
consumer purchase Amul ice-cream because of its Taste and Preference.

Therefore from above all it was concluded that Amul ice-creams can be used by more than 80%
of respondents but yet there having a requirement of doing some improvements in product for
their better sales and innovation of product.

BIBLIOGRAPHY
53 | P a g e

https://amul.com/products/amul-icecream-info.php

https://amul.com/m/about-us
https://www.google.co.in/search?q=HISTORY+OF+AMUL&ie=utf-8&mkt=en-
in&form=UCPCAB&pc=UCPH

http://www.amulboards.com/vision.html

https://www.google.co.in/search?q=COMPETITORS+OF+AMUL&ie=utf-
8&mkt=en-in&form=UCPCAB&pc=UCPH

https://www.google.co.in/search?
sxsrf=ACYBGNSARAo9yuWzNw8IaSKtv5NCuNEsVg
%3A1573765803068&ei=q8LNXd3oA9q6rQHnm5GYBg&q=the+amul+model&
oq=THE+&gs_l=psy-
ab.1.0.35i39l2j0i273l2j0l6.41262.57162..59159...1.2..4.270.1867.0j6j3......0....1..g
ws-wiz.....10..0i71j0i333j35i362i39j0i67j0i131.q8GSyP40muQ

https://www.google.co.in/search?
q=AWARDS+AND+CERTIFICATES+OF+AMUL&ie=utf-8&mkt=en-
in&form=UCPCAB&pc=UCPH