School Of Commerce

DAVV, Indore

Bachelor of commerce
(Accounting & Tax Management)
Batch 2017-20

Major Research Project on:-

AMUL Customer Satisfaction
Analysis

GUIDED BY: - SUBMITTED BY:-

Dr. Bhoomi sitlani Ayush Singh
B.COM (ATM) 6THSEM
ROLL NO. : BATM/17/1026

CERTIFICATE
This is to certify that Mr. Ayush Singh of SCHOOL OF
COMMERCE has successfully completed the MARKET RESEARCH
PROJECT as prescribed by the Institute. This report is the record
of authentic work carried out by the student during the
academic year 2017 -2020.

Dr.Bhoomi Sitlani

(MRP Guide)

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project
report for AMUL “GUJRAT CO-OPERATIVE MILK MARKETING
FEDERATION. It has been an enriching experience for me to
make my MARKET RESEARCH PROJECT on AMUL, which would
not have possible without the goodwill and support of the
people around. As a student of SCHOOL OF MANAGEMENT, I
would like to express my sincere thanks to all those who helped
me for my MARKET RESEARCH PROJECT.
Words are insufficient to express my gratitude towards
Dr.Bhoomi sitlani for his support as my mentor in this market
research project.
At last but not the least I would like to thank our Head of
Department Dr.Preeti Singh, who has granted us the
opportunity to make market research project, and all the
faculty members who have guided us and given their assistance
for the project.
However, I accept the sole responsibility for any possible
error of omission and would be extremely grateful to the
readers of this project report if they bring such mistakes to
my notice.
GUJARAT COOPERATIVE MILK
MARKETING FEDERATION:

AN OVERVIEW:
GUJARAT COOPERATIVE MILK MARKETING FEDERATION is
India’s largest food products marketing organization. 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.

Year of Establishment 1973

18 District Cooperative Milk Producers'
Members
Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18,549
Total Milk handling capacity per
30 Million litres per day
day
Milk Collection (Total - 2016-17) 6.44 billion litres
Milk collection (Daily Average
17.65 million litres
2016-17)
Cattlefeed manufacturing Capacity 7800 Mts. per day
Sales Turnover -(2019-20) Rs. 38,550 crore (US $ 5.13 Billion)
INDUSTRY PROFILE:

TYPE : COOPERATIVE

INDUSTRY: DAIRY
FOUNDED: 1946
HEADQUARTERS : ANAND
KEY PEOPLE: Chairman,Kaira district milk producers,
REVENUE : Rs. 38,550 crore (US $ 5.13 Billion) (2019-
20)
WEBSITE : www.amul.com
 INTRODUCTION AND HISTORY
In the year 1946 the first milk union was established. This
union was started with 250 liters 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 form
the Sanskrit word “AMULYA” which means “PRICELESS”. 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,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand,
Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. 7 (The total sale is Rs. 6
billion in 2005). Today Amul is a symbol of many things like of
the high-quality products sold at reasonable prices, of the
genesis of a vast cooperative network, of the triumph of
indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development
(Generally known as “ANAND PATTERN”). In the early 40’s, the
main sources of earning for the farmers of Kaira district were
farming and selling of milk. That time there was high demand
for milk in Bombay. The main supplier of the milk was Polson
dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira
district. This system leads to exploitation of poor and illiterates’
farmers by the private traders. The traders used to beside the
prices of milk and the farmers were forced to accept it without
uttering a single word. However, when the exploitation became
intolerable, the farmers were frustrated. They collectively
appealed to Sardar Vallabhbhai Patel, who was a leading
activist in the freedom movement. Sardar Patel advised the
farmers to sell the milk on their own by establishing a co-
operative union, Instead of supplying milk to private traders.
Sardar Patel sent the farmers to Shri Morarji Desai in order to
gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4 th January 1946. He advised
the farmers to form a society for collection of the milk.
These village societies would collect the milk themselves and
would decide the prices at which they can sell the milk. The
district union was also form to collect the 7 milk from such
village co-operative societies and to sell them. It was also
resolved that the Government should be asked to buy milk
from the union. However, the govt. did not seem to help
farmers by any means. It gave the negative response by turning
down the demand for the milk. To respond to this action of
govt., the farmers of Kaira district went on a milk strike. For 15
whole days not a single drop of milk was sold to the traders. As
a result the Bombay milk scheme was severely affected. The
milk commissioner of Bombay then visited Anand to assess the
situation. Having seemed the condition, he decided to fulfill the
farmers demand. Thus their cooperative unions were forced at
the village and district level to collect and sell milk on a
cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union
who was supported by Shri Tribhuvandas Patel who lead the
farmers in forming the Cooperative unions at the village level.
The Kaira district milk producers union was thus established in
ANAND and was registered formally on 14th December 1946.
Since farmers sold all the milk in Anand through a co-operative
union, it was commonly resolved to sell the milk under the
brand name AMUL.

At the initial stage only 250 litres of milk was collected

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

 To know the preference of Amul products with

comparison to other competitive brands.

 To know the factors which affects consumer’s buying

behavior while purchasing milk.

 To study various factors such as quality , price ,

easy availability etc, is influencing a lot and
influences positively.

 Ideas about how to increase the sale of “AMUL”.

 To find the problem faced by retailers in selling and

storing.
LITERATURE REVIEW:
 In the market survey done by Vigneshwara Varmudy , he
found that the sale of dairy products in India would double
from the current Rs. 2.6 trillion to about Rs. 5.1 trillion by
2016. The paper suggests that to face this situation more
focus should be placed on automation for processing of
milk . The paper takes into account overall milk per person
, per capita availability of milk , domestic consumption and
marketing , imports and exports of dairy products. Paper
takes into account overall milk production in India and
gives suggestions for the improvement of dairy practices in
the country.
 In this market survey , P.Chennakrishnan studied the
practice of dairy farming in India. It also throws lights on
milk processing , domestic consumption and national
importance of dairy farming . The study further analyses
production and scope of dairy farming in India. The study
also highlights certain matters of concern for dairy in India
such as increasing demand for processed milk and milk
products , low productivity of milk etc.
ACHIEVEMENTS :
Amul : Asia’s largest dairy co-operative was created way back
in1946 to make the milk producer self-reliant and conduct milk-
business with pride. Amul has always been the trend setter in
bringing and adapting the most modern technology to door
steps to rural farmers.
Amul created history in following areas:
a) First self motivated and autonomous farmers organization
comprising of ‟ more than 5000000 marginal milk producers of
Kaira District.
b) Created Dairy co-operatives at village level functioning with
milk collection centres owned by them.
c) Computerized milk collection system with electronic
scale and computerized accounting system.
d) The first and only organization in world to get ISO 9000
standard for its farmers co-operatives.
e) First to produce milk from powder from surplus milk. Amul
is the live example of how co-operation amongst the poor
marginal farmers can provide means for the socio-economic
development of the under privileged marginal far
 AWARDS:

Amul a co-operative society and its co-operation has led many

different awards in its favor.
Magsaysay award for community leadership presented in
manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody
and Shri V. Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel
1965: “Padmshri awarded was given to V. Kurien, general
manager, by the president of India
1987: “Best Productivity” awarded by national productivity
council for the year
1985-86 awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive
year
1986-87 by the president of India, Mr. R. Venkatrao to kaira
union.
1993: “ICA” Memenoto towards genuine and self sustaining
cooperative worldwide ICA regional office for Asia and pacific,
New Delhi, 1996.
1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO
9001-2000 and HACCP Certificate and effects are got to obtain
ISO 14000.

Amul in abroad :
Amul is going places. Literally. After having established its
presence in China, Mauritius and Hong Kong, Gujarat
Cooperative Milk Marketing Federation (GCMMF), India s
largest milk cooperative, is waiting to flood the Japanese
market. ‟ Then, GCMMF is also looking at Sri Lanka as one of its
next export destinations. Amul products are already available
on shelves across several countries, including the US, China,
Australia, West Asian countries and Africa. GCMMF recorded a
turnover of Rs 2,922 crore last fiscal. Its products include pouch
milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese
and buttermilk.
PEOPLE POWER:AMUL'S SECRET OF
SUCCESS :
The system succeeded mainly because it provides an assured
market at remunerative prices for producers' milk besides
acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of
the farmers. It also enables the consumer an access to high
quality milk and milk 7 products. Contrary to the traditional
system, when the profit of the business was cornered by the
middlemen, the system ensured that the profit goes to the
participants for their socio-economic upliftment and common
good. Looking back on the path traversed by Amul, the
following features make it a pattern and model for emulation
elsewhere.
Amul has been able to:
• Produce an appropriate blend of the policy makers farmers
board of management and the professionals: each group
appreciating its rotes and limitations,
• Bring at the command of the rural milk producers the best of
the technology and harness its fruit for betterment.
• Provide a support system to the milk producers
without disturbing their agro-economic systems,
• Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and
betterment of the member producers and The Union looks
after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals,
the artificial insemination service, veterinary care, better feeds
and the like - all through the 7 village societies. Basically the
union and cooperation of people brought Amul into fame i.e.
AMUL (ANAND MILK UNION LIMITED), a name which suggest
THE TASTE OF INDIA.
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.

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

CONSUMER BEHAVIOR AND MARKETING

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

CONCEPT & NEED FOR STUDYING CONSUMER

BEHAVIOR:-
Consumer behavior can be said to be the study of how
individual make decision on how to spend their available
resources (time, money, effort) on various consumption related
items. This simple definition of consumer behavior tells the
markets to resolve every activity around the ultimate
consumers & gauge their behavior by specially focusing on:
  Who buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often they buy them?
 Why do they buy them?
 How often they use them?

These questions will help in understanding better what

factors influences the decision making process of the
customers. The decision making process identifies the
number of people who are involve in this process &
describes a role to them like users, decides, influences &
buyers. It is believed that consumers or customers make
purchase decision on the basis of receipt of a small
number of selectivity chosen pieces of information. Thus it
will be very important to understand what & how mush
them to evaluate the goods & services offerings.

CONSUMER DECISION MAKING PROCESS:-

 Stimuli- need, reasons, influences, gathering information
 Information processing- process , analyze information
about product
  Decision making - on the basis of analysis , decision to
go for
 Response- response to buy without any prejudice.
 For industrial buyers the process is almost similar
only with addition of rebuy, modified re buy or new
task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

 Individual factors
 Cognitive thinking process
 perception , attitudes , Needs/motives
 Personal characteristics –
 demography, lifestyles ,personal traits
 Environmental factors
 Culture- values ,beliefs, sub cultural / cross cultural factors
 Social class- social class , society
 Influence groups – family, opinion leaders, reference
group
 Situational variables – purchase occasion , market
communication, shopping behavior, price , sales influence
, product position

CONSUMER SATISFACTION:-
All business firms have realized that marketing is a core
element of management philosophy & the key to its success
lies in focusing more & more on the customers. That is, it will
be the customer who will decide where the firm is heading.
Thus the challenge before the marketer is to ensure that they
should satisfy every customer.
Satisfaction is an important element in the evaluating stage.
Satisfaction refers to the buyers state of being adequately
rewarded in a buying situation for the sacrifices he has made
one the customer purchase & use the product they may then
become either satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of

the product or services is that more favourable post-
purchase attitude, higher purchase intention & brand loyalty
to be exhibited that the same behavior is likely to be
exhibited in a similar purchasing situation. The term
‘consumer’ is a typically used to refer to someone who
regularly purchase from a particular store or company.

Customers are people who are happy with the product &
services & are willing to come back & pay for it again.
 Today the firms aim to give satisfaction to the customer
through marketing concepts. The firm try to help the buyers
in the solving the problem then competitors. The marketers
must see that consumers with purchasing power constitute a
potentials buyers are identified. It is essential for the
marketer to carry out the business in such a way that they
give satisfaction to consumers needed. When a firm markets
a product or service it should aim to enjoy consumer’s
satisfaction & profit maximization.

CONSUMER RESEARCH:-
Consumer research is the methodology used to study
consumer behavior research offer set diverse to identify
consumer needs it is used to identify both felt & unfelt
needs, to learn how consumers. Perceive product & brand &
stores. What their attitudes are before and after promotional
campaigns & how & why they make their consumption
decision.
 MARKETING RESEARCH:

MARKETING RESEARCH:
Marketing research plays an important role in the process of
marketing. Starting with market component of the total
marketing talks. It helps the firm to acquire a better
understanding of the consumers, the competition and the
marketing environment.

DEFINITION:
“Marketing research is a systematic gathering, recording and
analysis marketing problem to facilitate decision making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model

building and fact finding for the purpose of important decision
making and control in the marketing of goods and services.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH:

Defining the Marketing Problem to be tackled and identifying

the market research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

1) Define the problem and its objectives: - This includes an

effective job in planning and designing a research project that
will provide the needed information. It also includes the
establishment of a general framework of major marketing
elements such as the industry elements, competitive elements,
marketing elements and company elements.
2) Identify the problem: - Identifying the problem involves
getting acquainted with the company, its business, its products
and market environment, advertising by means of library
consultation and extensive interviewing of company’s officials.
3) Determining the specific Information needed : - In general the
producer, the manufacturer, the wholesaler and the retailer try
to find out four things namely:-
(1) What to sell

(2) When to sell

(3) Where to sell

4) Determine the sources of information:-

Primary Data: - Primary data’s are those which are
gathered specially for the project at hand, directly – e.g.
through questionnaires & interviews. Primary data sources
include company salesman, middleman, consumers, buyers,
trade association’s executives & other businessman & even
competitors.
Secondary Data: - These are generally published sources,
which have been collected originally for some other purpose.
Source are internal company records, government publication,
reports & publication, reports & journals, trade, professional
and business associations publications & reports.
5) Decide Research methods for collecting data: - If it is found
that the secondary data cannot be of much use, collection of
primary data become necessary. Three widely used methods
of gathering primary data are: - A) Survey B) Observation C)
Experimentation
 A) Survey Method: - In this method, information gathered
directly from individual respondents, either through personal
interviews or through mail questionnaires or telephone
interviews.
B) 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.
C) Experimental Method: - This method involves carrying out a
small scale trial solution to a problem, while at the same time,
attempting to control all factors relevant 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.
D) The Panel Research: - In this technique the same group of
respondents is contacted for more than one occasion; and the
information obtained to find out if there has been any in their
taste demand or they want any special quality, color, size,
packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample
6) Tabulate, Analysis and Interpret the Data:- The report must
give/contain the following information:-
a) The title of research
b) The name of the organization for which it has
been conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used
in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample
design, instructions.)

7) Follow-up the study: - The researchers, in the last stage,

should follow up this study to find if his recommendation are
being implemented and if not, why
RESEARCH METHODOLOGY:

1. RESEARCH PROBLEM:
 Seek the general perception of consumer towards Amul
Milk.
 To know the consumer psyche and their behavior towards
Amul Milk .
  Increase the awareness level of Amul Milk.
 To find the performance level of Amul Milk with respect to
other brands.

2. RESEARCH OBJECTIVES AND RELATED

SUB OBJECTIVES:

 To know the relationship of sales with the

advertisement.
 To know awareness of people towards Amul Milk.
 To know which advertisement tool is mostly preferred
by people.
 To know the preference of Amul Milk with
comparison to other competitive brands.
 To know the factors which affects consumer’s buying
behavior to purchase milk.

3. INFORMATION REQUIREMENT:

• First, I had to know about all the competitors present in

the Milk segment (Reputed and well established brands as
well as Local brands).
 • Before going for the survey I had to know the comparative
packs and prices of all the competitors existing in the market.
• Since Milk is a product that used daily hence I had to
trace the market and segment it, which mainly deals with
people of various age groups.
• The main information needed is the various types of brands
available in the market, their calorific value and various other
facts.

• As Amul milk advertisements are mainly done through

hoardings but on television the advertisement is being
telecasted timely and on the proper time or not.

4. RESEARCH DESIGN:
A Research design specifies the methods and procedures for
conducting a particular study. It is a map (or) blue print to
which the research is to be conducted. Descriptive research
design has been considered as a suitable methodology for
present study and for data analysis.

5. SAMPLING DESIGN:
The sampling design used was Convenience sampling, which is
a non-probability sampling method. The convenience factors
were the availability and approachability of the respondents.

6. POPULATION:
All types of outlets that stock and sell Amul milk in the
markets. The outlets have been classified into as follows:
Convenience stores: All kinds of shops including bakeries
Eateries: all kinds of eating joints.

7. RESEARCH INSTRUMENT USED:

If one wants to know what type of toothpaste people use,
what they think of, television commercials, or why they buy
particular brands of car, the natural procedure is to ask them.
Thus the questionnaire method has come to be the more
widely used of the two data collection method. Many
consumers are now familiar with the telephone caller greets
them with “we are making a survey”, and then proceeds to ask
a series of questions. Some interviews are conducted in
persons, other by telephone, and others by mail. Each of these
has its special advantages and disadvantages and limitations.
The questionnaire method in general, however has a number of
pervasive advantages and disadvantages .Discussion of
particular variations will be more meaningful if these
characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from

the respondents and the space provided record the answers.
Questionnaire can be used for the personal interviews, focus
groups, mails and telephonic interviews. The choice among
these alternatives is largely determined by the type of
information to be obtained and by the type of respondents
from whom it is to be obtained.
The common factor in all varieties of the questionnaire method
is this reliance on verbal responses to question, written or oral.

 Multiple choice questions

 Open end questions
 Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an
alternative to choose the right answer among others. It is
faster, time saving and less biased. It also simplifies the
tabulating process.
OPEN END QUESTIONS:
In this type respondents are free to answer in their own
words and express the ideas they think are relevant, such
questions are good as first questions or opening questions.
They introduce the subject and obtain general reactions.

DICHTOMOUS:
These are the questions which are Boolean in nature. These
answers are straightforward and respondents have to answer
them in a straight way. That means the answer can only be
either “yes” or “no”.

7. SAMPLING TECHNIQUE USED AND SAMPLE SIZE –

WHY?
Sample design is a definite plan of obtaining some items from
the whole population. The sample design used in this project is
two state sampling i.e. CLUSTER AND CONVENIENCE .In the
probability sampling methods, each items in the sample is
chosen one at a time from a complete list of universe elements.
In the marketing research practice, it will sometimes be more
expedient to select clusters or groups of universe elements,
rather than to choose sample items individually.

Sampling methods in which universe elements are

chosen on groups rather than individually are called CLUSTER-
SAMPLING METHODS. They are widely used used in the
sampling of human populations. When no complete universe
listing exists, a type of sampling is called AREA SAMPLING may
be only feasible form of probability sampling.

NON DISGUISED, STRUCTURED TECHNIQUES:

The non structured techniques for attitude measurement
are primarily of value in exploratory studies, where the
researcher is looking for the salient attributes of given products
and the important factors surrounding purchase decisions as
seen by the consumer. STRUCTURED TECHNIQUES can provide
a more objective measurement system, one which is more
comparable to a scale or a yardstick. The term scaling has been
applied to efforts to measure attitudes objectively, and a
number of useful scales have been developed.
RESEARCH METHOD USED:
The topic has been selected keeping in mind the popularity and
the brand image of Amul milk. As milk is the daily requirement
of a person whether he/she be of young age or old age, and
Amul being the oldest in the milk industry, since the white
revolution. A stratified sample size of 50 individuals was
subjected to a questionnaire. This sample includes people from
different age groups. The questionnaire was tested on 10
respondents which comprised of students of School Of
Commerce, DAVV University. Their behavior and responses
were clearly recorded and suggestions given by them were
incorporated. The primary data for the research was collected
from primary sources. All the responses were taken via email
(Google docs forms).

QUESTIONNAIRE FOR CONSUMERS:

AGE:
Age plays a vital role in purchase decision. Age classified on the
age basis i.e below 18 , 18-25 ,25-30 and above 30. Age
classification is requiring to marketer because different gender
exhibits different perception towards products. In classification
of gender the following number is used to know their
perception.

CLASSIFICATION OF CUSTOMERS BASED ON AGE

AGE NO.OF PERCENTAGE %

RESPONDENTS
BELOW 18 3 4
18-25 45 92
25-30 1 2
ABOVE 35 1 2
TOTAL 50 100

BELOW 18
18-25
25-30
ABOVE 30
INTERPRETATION:
As, it can be seen from the table that age is divided into 4
segments. It can be interpreted that people belonging to the
age of 18-25 years are the ones who prefer Amul milk.

OCCUPATION:
Occupation is also influences a person’s consumption pattern.
A blue collar worker will buy work clothes, work shoes and
lunch boxes. Similarly the Amul Milk and Milk products are
purchased by various occupants. The following occupants of
the respondents are classifies for the data collection.

ANALYSIS OF OCCUPATION OF CONSUMERS

OCCUPATION NO.OF PERCENTAGE

RESPONDENTS
BUSINESS 2 4
EMPLOYEE 2 4
STUDENT 45 90
HOUSEWIFE 0 0
OTHERS 1 2
TOTAL 50 100
 BUSINESS EMPLOYEE STUDENT HOUSEWIFE OTHERS

INTERPRETATION:
From the surveyed respondents, the maximum respondents are
students i.e. 90%, and the respondents whose occupation is
business and are employed are of same percentage.

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
MONTHLY INCOME NO.OF PERCENTAGE %
RESPONDENTS
NIL 36 69
BELOW 5000 5 9
5001-10000 7 16
ABOVE 10000 2 6
TOTAL 50 100

NIL
BELOW 5000
5001-10000
ABOVE 10000

INTERPRETATION:
As the income is considered , the more than three fourth of
respondents are having zero income, and whereas 9% of the
respondents is having a income below 5000 whereas 16% of
the respondents is having income of 5000-10000 , and only 5%
of the respondents have a income above 10000.

PURCHASING FACTOR:
Identification of various factors plays a vital role in consumer
behavior study. The various factors such as quality, price easy
available etc. is influencing lot and influences positively. The
following data reveals how various factors are influencing to
buying of Amul Milk and Milk products.

Analysis of factors to buy amul milk

FACTORS NO.OF PERCENTAGE %
RESPONDENTS
QUALITY 38 76.4
BRAND IMAGE 5 10
PRICE 3 4.6
EASY AVAILABILITY 4 9
OTHERS 0 0
TOTAL 50 100
 QUALITY BRAND IMAGE PRICE
EASY AVAILABILITY OTHERS

INTERPRETATION:
76% of the respondents choose Amul milk for its quality, 10%
for its brand image 5% for its price, and the rest 9% for its easy
availability in stores.

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 PERCENTAGE %

RESPONDENTS
1 LITRE 42 85
2-4 LITRE 6 13
MORE THAN 4 2 2
LITRES
TOTAL 50 100

1 LITRE
2-4 LITRE
MORE THAN 4 LITRES

INTERPRETATION:
From the respondents, 85% of the respondents purchase 1 litre
of Amul milk and 13% of the respondent’s purchase 2-4 liters of
Amul milk whereas only 2% of the respondents purchase more
than 4 litres of Amul milk.

PURCHASE DURATION:
Repeat purchase will help to know what customer loyalty
towards Amul Milk & milk products. When consumer
repeatedly purchases the product, it is understood that they
are satisfied with the products. The following data show the
various statuses of the respondents.

ANALYSIS OF PURCHASE DURATION OF AMUL MILK

FREQUENCY NO.OF PERCENTAGE %
RESPONDENTS
Daily 22 44
Once in 2-3 Days 10 22
Once in 4-6 Days 2 5
Once in 1 Week 16 29
TOTAL 50 100
 DAILY
ONCE IN 2-3 DAYS ONCE IN 4-6 DAYS ONCE IN A WEEK

INTERPRETATION:
From the survey, it can be concluded that 44% of the
respondents purchase Amul milk on a daily basis, whereas 22%
purchase Amul milk once in 2-3 days and 5% purchase Amul
milk in 4-6 days and 29% of the respondents purchase Amul
milk once in a week.

PLACE OF PURCHASE:
Place of purchase is an important factor for purchase of amul
milk . The place of purchase can be supermarket or retail store
or convenience store . The place of purchase is defined by the
easy or nearby source of buying AMUL milk.

Analysis of place of purchase of Amul milk

PLACE OF NO.OF PERCENTAGE %
PURCHASE RESPONDENTS
Supermarket 4 9
Retail Store 26 45
Convenience Store 12 29
Others 8 17
Total 50 100
Sales

SUPERMARKET
RETAIL STORE
CONVENIENCE STORE
OTHERS

INTERPRETATION:
45% of the respondents purchase milk retail store 29%
from convenience store 17 and 9% from supermarket and
others respectively.

OPINION TOWARDS PRODUCT:

The behaviour 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 PERCENTAGE %
RESPONDENTS
Excellent 15 30
Good 30 60
Average 5 10
Poor 0 0
Total 50 100

INTERPRETATION:
30% of the respondent’s rate Amul milk is an excellent product
and 60% and 10% of the respondents rate Amul as a good and
average product.

EXCELLENT
GOOD
AVERAGE POOR

VALUE FOR THE MONEY:

Consumers always think while paying price to the products such
as how much we are paying towards products and how much
we are getting. This data is gathered to know what value they
are receiving from the AMUL Milk.

ANALYSIS OF VALUE FOR THE MONEY PAID BY CONSUMERS

RESPONSE NO.OF PERCENTAGE %
RESPONDENTS
YES 34 65
NO 6 13
MAYBE 10 22
TOTAL 50 100

INTERPRETATION:
65% of the respondents feel that Amul that the value of the
money paid by them is good, whereas 13% feel that value of
the money paid by Amul is not good, and the rest 22% were
confused whether the money paid by them is good.

Sales

YES
NO MAYBE

QUALITY OF AMUL MILK:

Qualtiy of milk is one of main factors influencing the purchase
of milk. It deteremines whether the person is satisfied with the
quality provided by Amul milk.

Analysis of the Quality of milk

VIEW NO.OF PERCENTAGE %
RESPONDENTS
Strongly agree 13 25
Agree 30 58
Neutral 6 13
Disagree 1 4
Strongly disagree 0 0
TOTAL 50 100

STRONGLY AGREE AGREE

NEUTRAL
DISAGREE
STRONGLY DISAGREE
INTERPRETATION:
25% of the respondents strongly agree about the good quality,
whereas 58%, 13%, 4% agree, neutral and disagree respectively
have their opinion about the quality of Amul milk.

FINDINGS:
First I would like to present my survey findings. The main
findings of my survey are as follows:
1. As per the findings based on the Age of the respondents,
mostly customers between the ages of 18-25 prefer to buy
Amul milk.

2. As per the occupation of the respondents, maximum

consumers were students i.e. 90% of the respondents, rest
10% of the respondents do different occupation.
3. The persons having a zero income were the main
consumers of Amul milk i.e. 69% of the respondents, rest
were employed having income ranging from 1000 to
above 10000.

4. The purchasing factor of 55% of the respondents were due

to the quality provided by Amul milk, rest 45% of the
population had others factors of purchasing Amul milk.

5. The average consumption of the respondents was 1 litre

per day i.e. 85% of the population, rest consume Amul
milk more than 2 litres a day.

6. The frequency of purchase of Amul milk was the most on

daily basis i.e. 44% of the respondents, rest of the
population purchase Amul milk in 2-3 days or once in a
week.

7. The place to buy amul milk was mostly retail store for the
most of the respondents, rest of the respondents purchase
amul milk from either supermarket or convenience store.

8. 30% have a opinion that amul product is of excellent

quality whereas 60% feel that the amul product is of
good
 quality, whereas 0% of the population feel that amul
product is of bad quality.

9. The price paid by the respondents for buying amul milk

is good for 65% of the population, whereas 13% feel that
amul is not satisfying their money value, and the rest is
neutral about the price paid by them.

10. 25% of the respondents strongly agree about the

good quality, provided by amul milk, whereas 58% agree,
and the rest of them are neutral and some disagree about
the quality of amul milk.

SUGGESTIONS:

1. 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.
2. 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.
3. Since Amul is having loyal customers and therefore should
concentrate more on this factor through various potential
programmers such as campaign, premium packs, offers
etc., this helps to increase the loyalty towards the Amul
products.
4. Milk is having high demand and it is considered as a very
essential products. In present practice, purchase of milk is
through dealers. In this connection dealers approach
towards the product.
5. Customer is influential, hence I suggest Amul to look after
the dealers issue with due care.
6. When product possesses quality and other important
attributes naturally they propaganda about product
through word of mouth and vice versa. Therefore if the
quality and attributes are fine tuned according to the
needs will help the Amul to get reputation and addition
market.
7. Introduction of various economic products lies may help
Amul to attract the existing and new customers and may
attract all income level groups. Hence I suggest
management to introduce new product line which can
satisfy the entire group
LIMITATIONS OF RESEARCH:

 The survey is restricted the people of DAVV

university and people from Indore.

 The survey is done on 50 people and they may not

represent the entire user’s perspective.

 The funds available for conducting the research was

limited.
  The results of the marketing research of Amul may not
be accurate enough to form a full proof opinion.

 The time available for conducting the research project

was quite limited.

CONCLUSION:
As we know that Amul is big cooperative of India and well
known for its super brand image not only in India , but also in
Asia and market leader in dairy products .It is a cooperative
from Anand ,Gujarat and has a well known and prestigious
image in whole India. As Amul can flourish in any part of India if
it rectify some of its mistakes in advertising, marketing and
auditing then it can make a boom in whole India. Amul is not
only a well known brand in milk products but also a well known
brand in ice-creams and chocolates capturing a considerable
amount of market share in each sector.

The survey resulted into following conclusions:

 Amul must come up with new promotional activities to

increase sales.

 Quality is the dominating aspect which influences

consumer to purchase Amul product, but prompt
availability of other milk brands and aggressive
promotional activities by others influences the consumers
towards them and also leads to increase sales.

 Amul should aware the customer about its image and

quality so that this may lead to increase in demand and
further sales.

 Amul should use a brand ambassador and should make

frequent advertisements to capture the mind of customers
and consumers.
SWOT ANAYLSIS OF AMUL MILK:

STRENGHTS:
 Very high market share in ice cream – Amul has the top market share in
ice cream segment which further helps it push other products into the
market.

 Excellent brand equity – amul is a beloved brand over the years and the
contribution of amul girl and her outdoor ads should specifically be
mentioned here.

 Excellent quality management – even though amul has such a wide

and large distribution network, hardly any quality complaints come for
amul.
  Strong distribution network – This is one company which is strong in
urban as well as rural distribution. You will find amul present even in
small towns and villages.

 Good product portfolio – Amul had a deep product portfolio when

compared to any fmcg company. It has many different variety of milk milk
based food items like cheese, butter, milk, buttermilk, lassi and many
others. In ice creams too, amul has a large variety of flavours.

 Strong Supply chain – Vendors love Amul and amul is known for the
white in India.

 Rural presence – Strong rural presence of Amul is its plus point. It is

mentioned here separately because this rural presence gives amul a
strong competitive advantage.

WEAKNESSES:
Cost of Operations – Amul’s operation is huge. And so is the cost. Plus the
sector is such that maintaining margins becomes difficult day by day. Thus, to
face international players, Amul needsto maintain the operations in the same
manner it is carrying out today. It is not a weakness but rather a constant
challenge for Amul. In fact, during summers, the brand faces severe shortage of
supply.

Chocolates – Amuls expansion to chocolate has failed and hardly any product of
Amul chocolates is selling in the market. Amul needs further products to expand
its product line and increase bottomline.

Opportunities :
 Export – Amul can export its product to other countries thereby increasing
its turnover and margins exponentially.
 Concentrate more on chocolate market – Amul has a no advertisement
policy which creates a problem for its foray into additional products. Amul
should in fact have separate SBU’s and concentrate more on increasing
its product line through chocolates or other such products.

Threats :

 Increasing competition in Ice cream segment – Many players, local and

international, are entering the ice cream market thereby taking away share
of wallet from Amul. Kwality walls, Naturals, London dairy, Havmor, Arun
ice cream, Vadilal, Ramani, are some of the few brands who are directly in
competition with Amul.

BIBLIOGRAPHY:

 WWW.AMUL.COM
 WWW.GOOGLE.COM
 WWW.SCRIBD .COM
 WWW.MANAGEMENTPARADISE