A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL

PRODUCTS IN CHENNAI CITY

MASTER OF BUSINESS ADMINISTRATION

YADESH B

(40410099)

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA

INSTITUTE OF SCIENCE AND TECHNOLOGY

(DEEMED TO BE UNIVERSITY)

Accredited with Grade “A” by NAAC

JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600119

 DECLARATION
MOHAMED IMRAN SHERIFF.I (40410099) hereby declare that project Report entitled “A STUDY ON
CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY”
done by me under the guidance of Dr.ILLANKADHIR M at Sathyabama institute of Science and technology is
submitted in partial fulfillment of the requirement for the award of master of business administration
degree.

DATE:
PLACE: YADESH B
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of management of SATHYABAMA

OF SCIENCE AND TECHNOLOGY for their kind encouragement in doing this project and
for completing it successfully. I am grateful to them.

I would like to express my sincere and deep sense of gratitude to my project guide
Dr.ILLANKADHIR M Faculty School of Management Studies for her valuable
guidance,suggestions and constant encouragement paved way for the successful
completion of my project work.

I wish to express my thanks to all teaching and non-teachng staff members of the department
of management studies who were helpful in many ways for the complete of the project.

YADESH B
 ABSTRACT

This article examines the consumer buying behaviour towards Amul Products CHENNAI
City. A convenient sampling technique tool was adopted for data collection. Sample size
taken in this is 75 CONSUMERS. The data is collected through questionnaire. The buying
behaviour is positive which reveals that the buying behaviour of the consumers is high.
Introduction Consumer buying behaviour is the sum total of a consumer's attitudes,
preferences, intentions, and decisions regarding the consumer's behaviour in the market
place when purchasing a product or service. . Marketing managers are always interested to
know more about consumers' behaviour so they can prepare better communication and
advertising campaigns and messages about their products and services. The research
work is carried out to highlight the important elements for customers in the household and
let the provider understand overall picture of customer behaviour towards the Amul
company with the help of understanding the factors affecting consumer behaviour for
choosing a certain TASTY AND QUALITY.
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO

ABSTRACT I
LIST OF TABLES Ii
LIST OF CHARTS iii
1 INTRODUCTION
1.1 Introduction 2
1.2 HISTORY 3
1.3 PRODUCT PROFILE 7
1.4 NEED FOR THE 8
STUDY
1.5 SCOPE OF THE 8
STUDY
1.6 OBJECTIVES OF THE 8
SUDY
1.7Limitations of the study 8
2 REVIEW OF LITERATURE 9
3 RESEARCH METHODOLOGY 11
3.1 Research Design 11
3.2 Sampling Technique 11
3.3 Sources of Data 11
3.4 Structure of Questionnaire 11
3.5 Sample Size 12
3.6 Period of Study 12
3.7 Hypothesis/ Analytical Tools 12
4 DATA ANALYSIS AND 16
INTERPRETATION

5 FINDINGS, SUGGESTIONS 31
AND CONCLUSION
5.1 Findings of the Study 31
5.2 Suggestions 33
5.3 Conclusions 33
REFERENCES 34
BIBLIOGRAPHY 34
APPENDIX – 1 35
 LIST OF TABLES

TABLE NO. TITLE PAGE NO

4.1 TABLE SHOWING AGE OF RESPONDENTS 16

4.2 TABLE SHOWING GENDER OF RESPONDENTS 18

4.3 TABLE SHOWING DO YOU KNOW ABOUT AMUL 19

PRODUCT

4.4 TABLE SHOWING DO YOU BUYING OF MILK IN AMUL 20

BRAND

4.5 TABLE SHOWING WHICH OF THE AMUL PRODUCT 21

DO YOU CONSUME

4.6 TABLE SHOWING IN THE PLACE OF PURCHASE 22

AMUL PRODUCTS FOR DAILY USE

4.7 TABLE SHOWING IF THE BUYING OF AMUL 23

PRODUCTS IN RETAIL SHOP FOR DAILY USE

4.8 TABLE SHOWING HOW MANY TIMES DO YOU BUY 24

AMUL BUTTER

4.9 TABLE SHOWING IF YOU PREFER AMUL CHEESE 25

WHICH VARIANT DO YOU PREFER

4.10 TABLE SHOWING HOW MUCH RUPEES SPEND ON 26

AMUL PRODUCTS IN A MONTH

4.11 TABLE SHOWING WHAT FACTORS INFLUENCED YOU 27

TO BUY THIS BRAND
4.12 TABLE SHOWING DO YOU CHECK EXPIRY DATE 28
BEFORE BUYING THE PRODUCT

4.13 TABLE SHOWING DO YOU LIKE AMUL PRODUCTS 29

4.14 TABLE SHOWING AMUL ICE CREAM RATING 30

 LIST OF CHARTS

TABLE NO. TITLE PAGE NO

1 CHART SHOWING AGE OF RESPONDENTS 16

2 CHART SHOWING GENDER OF RESPONDENTS 18

3 CHART SHOWING DO YOU KNOW ABOUT AMUL 19

PRODUCT

4 CHART SHOWING DO YOU BUYING OF MILK IN AMUL 20

BRAND

5 CHART SHOWING WHICH OF THE AMUL PRODUCT 21

DO YOU CONSUME

6 CHART SHOWING IN THE PLACE OF PURCHASE AMUL 22

PRODUCTS FOR DAILY USE

7 CHART SHOWING IF THE BUYING OF AMUL PRODUCTS 23

IN RETAIL SHOP FOR DAILY USE

8 CHART SHOWING HOW MANY TIMES DO YOU BUY AMUL 24

BUTTER

9 CHART SHOWING IF YOU PREFER AMUL CHEESE 25

WHICH VARIANT DO YOU PREFER

10 CHART SHOWING HOW MUCH RUPEES SPEND ON 26

AMUL PRODUCTS IN A MONTH

11 CHART SHOWING WHAT FACTORS INFLUENCED YOU 27

TO BUY THIS BRAND
12 CHART SHOWING DO YOU CHECK EXPIRY DATE 28
BEFORE BUYING THE PRODUCT

13 CHART SHOWING DO YOU LIKE AMUL PRODUCTS 29

14 CHART SHOWING AMUL ICE CREAM RATING 30

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS
AMUL PRODUCTS IN CHENNAI CITY

1
 CHAPTER -1

1.1

INTRODUCTION:

Amul (The Kaira District Co-operative Milk Producers’ Union) is an Indian

dairy cooperative society, based at Anand in the Indian state of Gujarat. Formed in
1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned
by 3.6 million (3.6 million) milk producers in Gujarat, and the apex body of 13
District Milk Unions, spread across 13,000 villages of Gujarat. Amul
spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products.

Kaira Union introduced the brand “Amul” for marketing its product range. The word
“Amul” is derived from Sanskrit word ‘Amulya’ which means ‘priceless’ or
precious(a name proposed by then founding leader of Agriculture College, Dr.
Maganbhai Patel) was founded in 1946[4] through the efforts of Tribhuvandas
Kishibhai Patel. Amul's foundation was a significant contributor to the white
revolution in India.

Tribhuvandas Kishibhai Patel under the guidance of Sardar Vallabhbhai

Gupta became the founding chairman of the organization and led it until his
retirement in the 70s. He hired Dr. Verghese Kurien in 1949. He convinced Dr.
Kurien to stay and help with the mission.[8][9] Under the chairmanship of
Tribhuvandas, Dr. Kurien was initially the general manager and helped guide the
technical and marketing efforts of Amul. Dr. Kurien was the chairman of Amul
briefly after Tribhuvandas Kishibhai Patel died in 1994.

Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is

credited with the success of Amul's marketing.

2
1.2 HISTORY OF AMUL

• Amul cooperative was registered on 19 December 1946 as a response to

the exploitation of marginal milk producers by traders and agents in small
cities. The prices of milk were arbitrarily determined at the time. The
government had given polson an effective monopoly in milk collection from
Kaira and its subsequent supply to Mumbai.

• In 1970, it spearheaded the of India. To combine forces and expand the

market while saving on advertising and avoid competing against each other,
the Gujarat co-operative milk MARKETING FEDERATION LIMITED.an
apex marketing body of these district cooperatives, was set up in 1973. The
Kaira Union, which had the brand name Amul with it since 1955, transferred
it to GCMMF.

• The GCMMF is the largest food products marketing organisation in India. It

is the apex organisation of the dairy cooperatives of Gujarat. It is the

3
 exclusive marketing organisation for products under the brand name of
Amul and Sagar. Over the last five and a half decades, dairy cooperatives
in Gujarat have created an economic network that links more than
3.1 million (3.1 million) village milk products with crores of consumers in
India.

• In 2007, Gujarat Cooperative Milk Marketing Federation Ltd., crossed US$

one Billion in its sales turnover and entered the elite club of food companies
having this distinction from India..

• In one more major achievement, the dairy cooperatives of Gujarat under

the GCMMF fold crossed milk procurement of 10 million kgs. per day mark
on 27 December 2007, which is the highest ever milk procurement
achieved by any dairy network in India, be it private or cooperative and the
entire quantity of milk received was accepted without any milk holidays and
was processed successfully into milk and other milk products.

• On 30 September 2018, Prime Minister Narendra Modi inaugurated Amul's

chocolate plant in Mogar, Anand near their headquarters. The new plant
has been built with an increased capacity of 1,000 tonnes per month
against the earlier 250 tonnes a month capacity. GCMMF has invested
around ₹3 billion for this project. It is a fully automated production factory
with minimal human intervention.

• In 1970, it spearheaded the "White Revolution" of India. To combine forces

and expand the market while saving on advertising and avoid competing
against each other, the Gujarat Co-operative Milk Marketing Federation
Ltd., an apex marketing body of these district cooperatives, was set up in
1973. The Kaira Union, which had the brand name Amul with it since 1955,
transferred it to GCMMF.

• In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality
Award.

4
AMUL COMPANY PROFILE

• It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly

known as 'AMUL', 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.

• Its success has not only been emulated in India but serves as a model for
rest of the World. It is exclusive marketing organization of 'Amul' and
'Sagar' branded products

• Many of the products are available in USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia.

5
1.3 PRODUCT PROFILE:

Amul and its product

It consists of wide ranges of products which are outlined below:

• Amul Bread Spreads Range

Amul has varieties of Bread Spreads ranges and are preferred by many
consumers on a daily basis. These are outlined below.

• Amul Beverage Range / Milk Drinks

Amul Kool Millk Shaake comes with four awesome flavours which are
Banana, Mango, Strawberry and Badam. The price of this is Rs. 22 for 220
ml can. These are also sold in tetra pack in three flavours i.e. Mango,
Strawberry and Banana. The price of this is Rs 15 for 180 ml tetra brick. It is
rich in nutrients and is the healthiest drink against any other soft drinks

• AMUL BUTTER

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g,
and 8.1g packing. It can be eaten with bread, paratha, roti, nans, and
sandwiches.

• Amul Powder Milk Range

• Amul PRO

• Amul PRO is a malt based milk additive. It is very easy to make and
suitable for people of all ages, especially kids, who need milk and nutrients.
It is to be consumed by adding directly to the hot or cold milk.

• Amul Chocolates

Amul Chocolates are made from Sugar, Cocoa Butter, Milk Solids and
Chocolate mass. These are made from rich creamy milk & delicious cocoa.
Amul chocolate syrup in bottle and Jar are available. It can be used on ice

6
cream, cakes, etc.

Amul has varieties of chocolates ranges and are preferred by many consumers
on a daily basis.
These are outlined below.

• Amul Icecream

Amul Icecreams are made from fresh milk and are available in different
flavours. It can be used to prepare sundaes, shakes, etc. Icecreams are
much preferred by kids and also all generations. It is very nice to consume
them during anytime, anywhere.

Amul has varieties of ice-creams ranges and are preferred by many

consumers on a daily basis.

• Amul Mithai / Desserts Range

Amul Mithai Mate is a Sweetened Condensed Milk made from pure milk fat.
It can used to prepare Kheer, laddoo, Rasmalai, Baked Products, Cakes,
Toppings etc. For household consumption 400gm tins are available. It is
made from pure milk solids, sugar and contains no preservatives. It can
used to prepare Ice Creams, Toffees, Biscuits and Sweets, etc.

• Amul Health Drink :Nutramul is made from malt extracts, Milk Solids,
Sugar & Cocoa Powder. It contains Vitamins, Proteins, Carbohydrates and
Minerals. It is very healthy drink and to be consumed directly adding to milk.

7
1.4 NEED FOR THE STUDY

CONSUMER BEHAVIOUR CAN BE SAID TO BE STUDY OF HOW INDIVIDUAL

MAKE DECISION ON HOW TO SPEND THEIR AVAILBLE RESOUCES (TIME
,MONEYNEFFORT / ON VARIOUS CONSUMPTION RELATED ITEAMS.

1.5 SCOPE OF THE STUDY

 AMUL Products is the one of the important products which is used all over
the world. Consumer buying behaviour is an important element in the
marketing activity.

 This study is used to calculated various opinions of the consumer who is

using the amul products.

 The company can come know about the strength and weakness of the
product.

 This will help to know the needs and wants of every individual in the day to
day life.

1.6 OBJECTIVE OF THE STUDY.

 To Study the consumer buying behavior towards Amul products.

 To study monthly expenditure on food items

 To study ascertain the factors influencing the purchase of Amul products.

 To study consumers’ awareness towards expiry date, MRP, adulteration

laws related to consumer protection.

1.7 LIMITATION OF THE STUDY:

 The study is confined to Chennai district only

 The study is based upon the consumer buying behaviour towards the amul
products
 The data collected for the research is fully on primary data given by the
respondents there is chance for personal bias. So the accuracy is not true

8
 CHAPTER-2

REVIEW OF LITERATURE

Dr. S.P. Savitha , “A study on consumer preference towards ‘AMUL PRODUCT’

in Madurai city”. AMUL (Anand milk produced union limited) formed in 1946, is a
dairy co-operative movement in India. India largest food brand trusted Amul
product for its quality and product available at affordable price. Amul product
enjoying No.1 position in dairy industry this stand to further strength its position.
This research is pretaining to find out the present consumer satisfaction of Amul
product. Amul product has a good reputation among the consumers in Madurai.
So it can be extended to supply rural area also.

Mohit Jamwal, Dr. Akhilesh Chandra Pandey [2] ,“Consumer behaviour towards
cooperative milk societies: A Study on measuring the customer satisfaction of`
Aanchal’ milk (A Member milk union of UDFC Ltd)”.The study on Consumer
behaviour is the study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items. Customer
satisfaction was measured across different attributes of the Ananchal milk and the
customer’s preference was checked across different parameters. This survey on
the sale of Ananchalmilk, it can be concluded that to evolve their production,
marketing and pricing strategies effectively.

Akhila D and Dr. C. Boopathi [3] ,”Consumer behaviour on Aavin milk and dairy
products in Pollachi of Tamil Nadu”. Tamilnadu state is one of the ten largest milk
producing states in India. The aim of the study is reveal consumer perception over
Aavin milk products based on their age, education, qualification and monthly
income of the consumer’s family. Many people buy Aavinmilk for its quality than
the price. If the Aavin product is too high than other brands. The aavin take
necessary steps to satisfy their consumers.

Dr. P. Rengarajan, R. Sathya and R. Gothami ,”Buying behaviour of selected

branded milk products”. Dairy products is one of the important thing used
nowadays in urban and rural areas. Although the country has emerged as the

9
largest producer of milk in 90’s. Market size is increasing day by day and the
demand for that product is araising. So, the companies need a proper distribution
network for avaidability of product at demand.

Mrs. Sonali Dhawan ,”A study on consumer behaviour towards various branded
and non-branded milk with special reference to Jabalpur district in Madhya
Pradesh”. Consumer behaviour can be defined as the behaviour that consumer
display in searching for purchasing, using, evaluating and disposing of products
and services that they expect will satisfy needs and wants. But there is a lack of
awareness among the consumer about milk they are consuming. The campaign
has to be run by the companies how they pasteurized the milk and how hygienic it
is to use branded milk.

10
 CHAPTER-3

RESEARCH METHODOLOGY:

 I RESEARCH A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS AMUL PRODUCTS IN CHENNAI CITY.

3.1 RESEARCH DESIGN

 IN CHENNAI DISTRICT WAS SELECTED PURPOSELY FOR STUDY

3.2 SAMPLE TECHNIQUE:

A convenient sampling technique tool was adopted for data collection.

3.3 SOURCES OF DATA

PRIMARY DATA:

A PRIMARY DATA it is used in a study.It is original data for the purpose of

collection of primary data , questionnaire were survey and filled by the
respondents. SO I USED QUESTIONNAIRE METHOD .It is also know as
primary data.

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.

3.4 STRUCTURE OF QUESTIONNAIRE

Questionnaire was divided into two sections. First part was designed to know the general
information about customers and the second part contained the respondent‘s opinions
about CONSUMER BUYING BEHAVIOUR THE PRODUCT.

11
3.5 SAMPLE SIZE:

The Sample size taken in this 75 consumers.

3.6 PERIOD AND AREA OF STUDY :

 LOCATION OF THE RESEARCH CHENNAI

 DURATION OF THE RESEARCH 1 MONTH

 DAIRY INDUSTRY

3.7 HYPOTHESIS /ANALYTICAL TOOLS

3.7.1 Percentage analysis

 Research questions are always answered with a descriptive statistic:

generally either percentage or mean. Percentage is appropriate when it is
important to know how many of the participants gave a particular answer.
Generally, percentage is reported when the responses have discrete
categories.

12
 CHI SQUARE
 HYPOTHESIS
 Null Hypothesis: There is no association between age and like the amul products
 Alternate Hypothesis: There is association between age and like the amul products
 Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

AGE * DO YOU LIKE AMUL 75 100.0% 0 0.0% 75 100.0%

PRODUCTS

AGE * DO YOU LIKE AMUL PRODUCTS Crosstabulation

DO YOU LIKE AMUL PRODUCTS

No Yes Total

AGE 20 BELOW Count 0 9 9

Expected Count .1 8.9 9.0

21-40 Count 1 64 65

Expected Count .9 64.1 65.0

41-60 Count 0 1 1

Expected Count .0 1.0 1.0

Total Count 1 74 75

Expected Count 1.0 74.0 75.0

Chi-Square Tests

Asymptotic
Significance (2-
Value df sided)

13
Pearson Chi-Square .156a 2 .925

Likelihood Ratio .288 2 .866

N of Valid Cases 75

a. 4 cells (66.7%) have expected count less than 5. The minimum

expected count is .01.

Symmetric Measures

Approximate
Value Significance

Nominal by Nominal Phi .046 .925

Cramer's V .046 .925

N of Valid Cases 75

 INFERENCE
 Since p value is 0.925 is greater than that of 0.05. Hence Accepting Null Hypothesis.
 Therefore there is no association between age and like the aamul products

14
 One way anova
Descriptives
95%
Confidence
Interval for
Mean
Std. Std. Lower Upper
N Mean Deviation Error Bound Bound Minimum Maximum
FACTORS WHILE MALE 57 3.74 1.408 .187 3.36 4.11 1 5
PURCHASING OF AMUL FEMALE 18 3.89 1.278 .301 3.25 4.52 1 5
PRODUCTS-BRAND Total 75 3.77 1.371 .158 3.46 4.09 1 5
FACTORS WHILE MALE 57 3.74 1.343 .178 3.38 4.09 1 5
PURCHASING OF AMUL FEMALE 18 4.22 .943 .222 3.75 4.69 2 5
PRODUCTS -TASTE Total 75 3.85 1.270 .147 3.56 4.15 1 5
FACTORS WHILE MALE 57 3.49 1.403 .186 3.12 3.86 1 5
PURCHASING OF AMUL FEMALE 18 3.72 1.179 .278 3.14 4.31 1 5
PRODUCTS-PRICE Total 75 3.55 1.349 .156 3.24 3.86 1 5

ANOVA
Sum of Squares df Mean Square F Sig.
FACTORS WHILE Between Groups .316 1 .316 .166 .685
PURCHASING OF AMUL Within Groups 138.830 73 1.902
PRODUCTS-BRAND Total 139.147 74
FACTORS WHILE Between Groups 3.223 1 3.223 2.025 .159
PURCHASING OF AMUL Within Groups 116.164 73 1.591
PRODUCTS -TASTE Total 119.387 74
FACTORS WHILE Between Groups .730 1 .730 .398 .530
PURCHASING OF AMUL Within Groups 133.857 73 1.834
PRODUCTS-PRICE Total 134.587 74

INFERENCE:

SINCE P VALUE(0.685) IS GREATER THAN 0.05 AT 5 PERCENTAGE LEVEL OF SIGNIFICANE WE

ACCEPT THE NULL HYPTHESIS AND REJECT THE ALTERNATE HYPOTHESIS. HENCE THERE IS NO
SIGNIFICANT DIFFERENCE BETWEEN THE AGE AND PURCHASING OF AMUL PRODUCTS BRAND ,
TASTE, PRICE.

15
 CHAPTER 4

DATA ANALYSIS:

A simple example of Data analysis is whenever we take any decision in our

day-to-day life is by thinking about what happened last time or what will happen
by choosing that particular decision. This is nothing but analyzing our past or
future and making decisions based on it.

TABLE NO: 4.1: AGE WISE CLASSIFICATION OF RESPONDENTS

OPTIONS RESPONDENTS PERCENTAGE

20 BELOW 9 12%
21-40 65 86.7%
41-60 1 1.3%
61-80 0 0
81above 0 0
TOTAL 75 100%

CHART NO:4.1: AGE WISE CLASSIFICATION OF RESPONDENTS

AGE

0% 12%
1%
20 BELOW
21-40
41-60
61-80
81above
87%

16
INTERPRETATION:

FROM THE ABOVE DATA ARE INTERPRETATED IN 20 AGE BELOW

RESPONDENTS ARE 12% , 21-40 AGE OF THE RESPONDENTS ARE 86.7%,
41-60 AGE OF THE RESPONDENTS ARE 1.3% IT’S A LOWEST MAJORITY IN
THE SURVEY DATA.

17
TABLE NO: 4.2: GENDER WISE CLASSIFICATION OF RESPONDENTS

OPTIONS RESPONDENTS PERCENTAGE

MALE 57 76%
FEMALE 18 24%
TOTAL 75 100%

CHART NO:2: GENDER WISE CLASSIFICATION OF RESPONDENTS

GENDER

MALE FEMALE

INTERPRETATION:

FROM THE ABOVE DATA ARE INTERPRETATED IN GENDER ARE

RESPONDENTS ARE FEMALE RESPONDENTS IN 24% AND 76% OF THE
MALE RESPONDENTS IN THE HIGHEST MAJORITY.

18
 DO YOU KNOW ABOUT AMUL PRODUCT

TABLE NO:4.3: QUESTION WISE CLASSIFICATION OF RESPONDENTS

OPTIONS RESPONDENTS PERCENTAGE

YES 72 96%
NO 3 4%
TOTAL 75 100%

CHART NO:4.3: QUESTION WISE CLASSIFICATION OF RESPONDENTS

DO YOUY KNOW ABOUT AMUL PRODUCT

4%

YES
NO

96%

INTERPRETATIONS:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED 96 % THE

PEOPLE AWARE TO KNOW THE AMUL PRODUCT THEN 4% PERCENTAGE
OF THE PEOPLE NOT AWARE THE AMUL PRODUCT.

19
DO YOU BUYING OF MILK IN AMUL BRAND

TABLE NO:4.4: QUESTION WISE CLASSIFCATION OF RESPONDENTS

OPTIONS RESPONDENTS PERCENTAGE

YES 44 58.7%
NO 31 41.3%
TABLE 75 100%

CHART NO:4.5: QUESTION WISE CLASSIFCATION OF RESPONDENTS

DO YOU BUYING OF MILK IN AMUL BRAND

NO
41%

YES
59%

INTERPRETATION:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED GIVEN THE
RESPONDENTS ARE 58.7% OF THE RESPONDENTS ARE BUYING THE
AMUL BRAND MILK AND 41.3% OF THE RESPONDENTS ARE NOT
CONSUME THE AMUL BRAND MILK.

20
WHICH OF THE AMUL PRODUCT DO YOU CONSUME

TABLE NO:4.5: QUESTION WISE CLASSIFCATION OF RESPONDENTS

OPTIONS RESPONDENTS PERCENTAGE

FLAVORED MILK 12 16%

SWEET CURD 0 0
MILK CAKE 2 2.7%
BUTTER 12 16%
PANEER 12 16%
ICE CREAM 36 48%
Other products 1 1.3%
TOTAL 75 100%

CHART NO:4.5: QUESTION WISE CLASSIFICATION OF RESPONDENTS

WHICH OF THE AMUL PRODUCT DO

YOU CONSUME
FLAVORED MILK
1% 16%
SWEET CURD
0%
3%
MILK CAKE
48% 16% BUTTER
PANEER
16%
ICE CREAM

INTERPRETATION:

FROM THE ABOVE TABLE ARE INTERPRETED THE HIGHEST MAJORITY

OF RESPONDENTS ARE CONSUME AMUL ICE CREAM 48% THEN
FLAVORE MILK ,BUTTER AND ALSO PANEER ARE THE RESPONDENTS
ARE 16% AND THE LOWEST PERCENTAGE ARE MILK CAKE 3% AND
OTHERS 1%.

21
 TABLE NO:4.6:QUESTION WISE CLASSIFCATION OF RESPONDENTS

IN THE PLACE OF PURCHASE AMUL PRODUCTS FOR DAILY USE

OPTIONS RESPONDENTS PERCENTAGE

DEPARTMENTAL STORE 14 18.7%
RETAIL SHOP 17 27.7%
SUPER MARKET 22 29.3%
PETTY SHOP 1 1.3%
NEAR BY SHOP 21 28%
TOTAL 75 100%

CHART NO:4.6: QUESTION WISE CLASSIFICATION OF RESPONDENTS

PLACE OF PURCHASE AMUL PRODUCTS FOR

DAILY USE

18% DEPARTMENTAL STORE

27%
RETAIL SHOP
SUPER MARKET
1%
26% PETTY SHOP
NEAR BY SHOP
28%

INTERPRETATION:

FROM THE ABOVE TABLE ARE INTERPRETED 29.3% OF THE

RESPONDENTS ARE BUYING AMUL PRODUCTS IN SUPER MARKET AND
28% OF THE RESPONDENTS ARE NEAR BY SHOPE CHOOSE AND ALSO
DEPARTMENTAL STORE ,RETAILS SHOPE WILL CHOOSE 18.7% &22.7%
RESPECTIVELY. THE LOWEST PERCENTAGE ARE PETTY SHOPE.

22
TABLE NO:4.7: QUESTION WISE CLASSIFICATION OF RESPONDENTS

IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP FOR DAILY USE

OPTIONS RESPONDENTS PERCENTAGE

PRICE 8 11%
QUALITY 18 24.7%
TASTE 23 43.8%
FRESHNESS 12 16.4%
OFFERS 3 4.1%
TOTAL 73 100%

CHART NO:4.7: QUESTION WISE CLASSIFICATION OF RESPONDENTS

IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP

FOR DAILY USE
4.1 11%

16.4 24.7 PRICE

QUALITY
TASTE
43.8 FRESHNESS
OFFERS

INTERPRETATION:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED 43.8% OF THE
RESPONDENTS ARE TASTE WILL BE CHOOSEN AND 24.7% ARE THE
RESPONDENTS IS QUALITY WILL CHOOSE, 16.4% OF THE RESPONDENTS
ARE FRESHNES WILL CHOOSEN AND THE LOWEST PERCENTAGE ARE
11% AND 4.1% ARE THE RESPONDENTS CHOOSE PRICE AND OFFERS
RESPECTIVELY.

23
TABLE NO:4.8: QUESTION WISE CLASSIFICATION OF RESPONDENTS

HOW MANY TIMES DO YOU BUY AMUL BUTTER

OPTIONS RESPONDENTS PERCENTAGE

ONCE IN A WEEK 33 44.6%
ON SPECIAL 30 40.5%
OCCASION
OTHER DAY 11 14.9%
TOTAL 74 100%

CHART NO:4.8: QUESTION WISE CLASSIFICATION OF RESPONDENTS

HOW MANY TIMES DO YOU BUY AMUL

BUTTER
HOW MANY TIMES DO YOU BUY AMUL BUTTER
44.60%

40.50%

14.90%

ONCE IN A WEEK ON SPECIAL OCCASION OTHER DAY

INTERPRETATION:

FROM THE ABOVE TABLE ARE INTERPRETATED IN THE HIGHEST

PERCENTAGE ARE 44.6% OF THE RESPONDENTS BUY THE AMUL
PRODUCT IN ONCE IN A WEEK AND 40.5% OF THE RESPONDENTS ARE ON
SPECIAL OCCASION ONLY BUYING THE PRODUCT AND THE LOWEST
PERCENTAGE ARE 14.9% IN THE RESPONDENTS ARE OTHERS DAY ONLY
BUYING THE AMUL PRODUCT.

24
TABLE NO:4.9:QUESTION WISE CLASSIFCATION OF RESPONDENTS

IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER

OPTIONS RESPONDENTS PERCENTAGE

CHEESE CUBES 23 31.9%
CHEESE SLICES 31 43.1%
CHEESE SPREAD 7 9.7%
GOUDA CHEESE 3 4.2%
CREAM CHEESE 8 11.1%
TOTAL 72 100%

CHART NO:4.9: QUESTION WISE CLASSIFCATION OF RESPONDENTS

IF YOU PREFER AMUL CHEESE WHICH

VARIANT DO YOU PREFER

CREAM CHEESE

GOUDA CHEESE

CHEESE SPREAD

CHEESE SLICES

CHEESE CUBES

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER

INTERPRETATION:

FROM THE ABOVE DATA ARE INTERPRETED IN THE MAJORITY 43.1% OF

THE RESPONDENTS ARE CHEESE SLICES ONLY PREFER THEN 31.9% OF
THE RESPONDENTS ARE CHEESE CUBES WILL BE PREFER AND 11.1% OF
THE RESPONDENTS ARE WILL BE CHOOSEN CREAM CHEESE AND ALSO
THE LOWEST MAJORITY OF THE RESPONDENTS ARE GOUDA CHEESE
WILL BE CHOOSEN IN 4.2%.

25
TABLE NO:4.10: QUESTION WISE CLASSIFCATION OF RESPONDENTS

HOW MUCH RUPEES SPEND ON AMUL PRODUCTS IN A MONTH

OPTIONS RESPONDENTS PERCENTAGE

LESSTHEN 500 47 62.7%
501 -1000 20 26.7%
1001-1500 1 1.13%
1501-2000 2 2.7%
2000 ABOVE 5 6.7%
TOTAL 75 100%

CHART NO:4.10: QUESTION WISE CLASSIFCATION OF RESPONDENTS

HOW MUCH RUPEES SPEND ON AMUL PRODUCTS IN

A MONTH
7%
2%
1%
LESSTHEN 500
501 -1000
27% 1001-1500

63% 1501-2000
2000 ABOVE

INTERPRETATION:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETATED IN THE

HIGHEST MAJORITY OF THE RESPONDENTS ARE 62.7% LESSTHEN 500
RUPEES SPEND IN A MONTH AND 26.7% OF THE RESPONDENTS ARE 501-
1000 RUPEES SPEND, 6% OF THE RESPONDENTS ARE SPEND THE MONEY
IN AMUL PRODUCT IN A MONTH 2000 RUPEES AND ALSO THE LOWEST
PERCENTAGE 2.7%&1.3% 1001-1500 AND 1501-2000 RESPECTIVELY.

26
WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND

TABLE NO:4.11: QUESTION WISE CLASSIFCATION OF RESPONDENTS

OPTION RESPONDENTS PERCENTAGE

QUALITY 59 78.7%
EASY AVAILABLE 26 34.7%
PRICE 21 28%
DEALER 6 8%
RELATIONSHIP
ATTRACTIVENESS 7 9.3%
TOTAL 75 100%

CHART NO:4.11: QUESTION WISE CLASSIFCATION OF RESPONDENTS

WHAT FACTORS INFLUENCED YOU

TO BUY THIS BRAND
WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND

100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
QUALITY EASY AVAILABLE PRICE DEALER ATTRACTIVENESS
RELATIONSHIP

INTERPRETATION:

FROM THE ABOVE TABLE AND CHART ARE INTERPRETED IN 78.7% OF

THE RESPONDENTS QUALITY FACTORS WILL CHOOSEN IN THE HIGHEST
MAJORITY. 34.7% OF THE RESPONDENTS ARE EASY AVAILABLE OPTION
WILL CHOOSE, 28% OF THE RESPONDENTS ARE PRICE FACTORS WILL
CHOOSEN, THEN THE LOWEST MAJORITY 8% ARE DEALER RELATIONSHIP
WILL CHOOSEN THE RESPONDENTS.

27
DO YOU CHECK EXPIRY DATE BEFORE BUYING THE PRODUCT

TABLE NO: 4.12 :QUESTION WISE CLASSIFICATION OF RESPONDENTS

OPTION RESPONDENTS PERCENTAGE

YES 71 94.7%
NO 4 5.3%
TOTAL 75 100%

CHART NO:4.12: QUESTION WISE CLASSIFICATION OF RESPONDENTS

DO YOU CHECK EXPIRY DATE BEFORE BUYING

THE PRODUCT

5%

YES
NO

95%

INTERPRETATION:

FROM THE ABOVE TABLE AND CHART ARE INTERPRETATED IN THE

HIGHEST RESPONDENTS ARE 95% OF THE RESPONDENT WILL CHECK
THE EXPIRY DATE BEFORE BUYING THE PRODUCT. AND 5% OF THE
RESPONDENTS ARE NOT CHECK THE EXPIRY DATE BEFORE BUYING THE
AMUL PRODUCT.

28
DO YOU LIKE AMUL PRODUCTS

TABLE NO: 4.13:QUESTION WISE CLASSIFICATION OF RESPONDENTS

OPTION RESPONDENTS PERCENTAGE

YES 74 98.7%
NO 1 1.3%
TOTAL 75 100%

CHART NO: 4.13: QUESTION WISE CLASSIFICATION OF RESPONDENTS

DO YOU LIKE AMUL PRODUCTS

YES NO

INTERPRETATION:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPREATED IN 98.7% OF

THE RESPONDENTS ARE LIKE THE AMUL PRODUCT AND THE LOWEST
MAJORITY OF THE RESPONDENTS NOT LIKE THE AMUL PRODUCT IN 1.3%.

29
AMUL ICE CREAM RATING

TABLE NO:4.14: QUESTION WISE CLASSIFCATION OF RESPONDENTS

OPTION RESPONDENTS PERCENTAGE

1 4 5.3%
2 1 1.3%
3 7 9.3%
4 28 37.3%
5 35 46.7%
TOTAL 75 100%

CHART NO:4.14: QUESTION WISE CLASSIFCATION OF RESPONDENTS

AMUL ICE CREAM RATING

1 2
5% 1% 3
9%

5
47%

4
38%

INTERPRETATION:

FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETATED IN THE

HIGHEST MAJORITY OF THE RESPONDENTS ARE 46.7% GIVEN THE AMUL
ICE CREAM RATING 5, AND 37.3% OF THE RESPONDENTS IN RATING IN 4.
AND ALSO THE LOWEST MAJORITY OF THE RESPONDENTS ARE 1.3% IN
RATING 2.

30
 CHAPTER 5:

FINDING, SUGGESTIONS AND CONCLUSION

5.1 FINDING:

 FROM THE ABOVE DATA ARE INTERPRETATED IN 20 AGE BELOW

RESPONDENTS ARE 12% , 21-40 AGE OF THE RESPONDENTS ARE
86.7%, 41-60 AGE OF THE RESPONDENTS ARE 1.3% IT’S A LOWEST
MAJORITY IN THE SURVEY DATA.
 FROM THE ABOVE DATA ARE INTERPRETATED IN GENDER ARE
RESPONDENTS ARE FEMALE RESPONDENTS IN 24% AND 76% OF
THE MALE RESPONDENTS IN THE HIGHEST MAJORITY.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED 96 %
THE PEOPLE AWARE TO KNOW THE AMUL PRODUCT THEN 4%
PERCENTAGE OF THE PEOPLE NOT AWARE THE AMUL PRODUCT.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED GIVEN
THE RESPONDENTS ARE 58.7% OF THE RESPONDENTS ARE
BUYING THE AMUL BRAND MILK AND 41.3% OF THE RESPONDENTS
ARE NOT CONSUME THE AMUL BRAND MILK
 FROM THE ABOVE TABLE ARE INTERPRETED THE HIGHEST
MAJORITY OF RESPONDENTS ARE CONSUME AMUL ICE CREAM 48%
THEN FLAVORE MILK ,BUTTER AND ALSO PANEER ARE THE
RESPONDENTS ARE 16% AND THE LOWEST PERCENTAGE ARE MILK
CAKE 3% AND OTHERS 1%.
 FROM THE ABOVE TABLE ARE INTERPRETED 29.3% OF THE
RESPONDENTS ARE BUYING AMUL PRODUCTS IN SUPER MARKET
AND 28% OF THE RESPONDENTS ARE NEAR BY SHOPE CHOOSE
AND ALSO DEPARTMENTAL STORE ,RETAILS SHOPE WILL CHOOSE
18.7% &22.7% RESPECTIVELY. THE LOWEST PERCENTAGE ARE
PETTY SHOPE.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETED 43.8%
OF THE RESPONDENTS ARE TASTE WILL BE CHOOSEN AND 24.7%
ARE THE RESPONDENTS IS QUALITY WILL CHOOSE, 16.4% OF THE
RESPONDENTS ARE FRESHNES WILL CHOOSEN AND THE LOWEST

31
 PERCENTAGE ARE 11% AND 4.1% ARE THE RESPONDENTS CHOOSE
PRICE AND OFFERS RESPECTIVELY.
 FROM THE ABOVE TABLE ARE INTERPRETATED IN THE HIGHEST
PERCENTAGE ARE 44.6% OF THE RESPONDENTS BUY THE AMUL
PRODUCT IN ONCE IN A WEEK AND 40.5% OF THE RESPONDENTS
ARE ON SPECIAL OCCASION ONLY BUYING THE PRODUCT AND THE
LOWEST PERCENTAGE ARE 14.9% IN THE RESPONDENTS ARE
OTHERS DAY ONLY BUYING THE AMUL PRODUCT.
 FROM THE ABOVE DATA ARE INTERPRETED IN THE MAJORITY
43.1% OF THE RESPONDENTS ARE CHEESE SLICES ONLY PREFER
THEN 31.9% OF THE RESPONDENTS ARE CHEESE CUBES WILL BE
PREFER AND 11.1% OF THE RESPONDENTS ARE WILL BE CHOOSEN
CREAM CHEESE AND ALSO THE LOWEST MAJORITY OF THE
RESPONDENTS ARE GOUDA CHEESE WILL BE CHOOSEN IN 4.2%.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETATED IN
THE HIGHEST MAJORITY OF THE RESPONDENTS ARE 62.7%
LESSTHEN 500 RUPEES SPEND IN A MONTH AND 26.7% OF THE
RESPONDENTS ARE 501-1000 RUPEES SPEND, 6% OF THE
RESPONDENTS ARE SPEND THE MONEY IN AMUL PRODUCT IN A
MONTH 2000 RUPEES AND ALSO THE LOWEST PERCENTAGE
2.7%&1.3% 1001-1500 AND 1501-2000 RESPECTIVELY.
 FROM THE ABOVE TABLE AND CHART ARE INTERPRETED IN 78.7%
OF THE RESPONDENTS QUALITY FACTORS WILL CHOOSEN IN THE
HIGHEST MAJORITY. 34.7% OF THE RESPONDENTS ARE EASY
AVAILABLE OPTION WILL CHOOSE, 28% OF THE RESPONDENTS ARE
PRICE FACTORS WILL CHOOSEN, THEN THE LOWEST MAJORITY 8%
ARE DEALER RELATIONSHIP WILL CHOOSEN THE RESPONDENTS.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPREATED IN
98.7% OF THE RESPONDENTS ARE LIKE THE AMUL PRODUCT AND
THE LOWEST MAJORITY OF THE RESPONDENTS NOT LIKE THE
AMUL PRODUCT IN 1.3%.
 FROM THE ABOVE TABLE AND CHARTS ARE INTERPRETATED IN
THE HIGHEST MAJORITY OF THE RESPONDENTS ARE 46.7% GIVEN

32
 THE AMUL ICE CREAM RATING 5, AND 37.3% OF THE RESPONDENTS
IN RATING IN 4. AND ALSO THE LOWEST MAJORITY OF THE
RESPONDENTS ARE 1.3% IN RATING 2.

 Since p value is 0.925 is greater than that of 0.05. Hence Accepting Null
Hypothesis.
 Therefore, there is no association between age and like the Amul products

5.2 SUGGESTIONS:

AMUL PRODUCTS IS A DAILY LIFE IN CONSUME. I RESEARCH THIS

PRODUCT MOST OF THE CONSUMER BUYING THE PRODUCT BECAUSE
TASTY AND QUALITY AND EASYILY AVAILABLE IN THE CHENNAI CITY.
AMUL HAS ENJOYED ITS STATUS OF MARKET LEADER IN PRODUCT LIKE
BUTTER, CHEESE AND DRY MILK, BY PROVIDING CUSTOMERS WITH
QUALITY PRODUCTS AT COMPETITIVE PRICES.

5.3 CONCLUSIONS:

The Buying behaviour is positive which reveals that the buying behaviour of the
consumers is high.Most of buying consumer is consider in tasty and quality and
esay available in the Amul product. The people become aware about Amul
chocolate, ice cream, milk powder, butter, milk are etc., it was concluded that
“AMUL product is the market leader in dairy industry’’. Thus, the project conclude
that the buying behaviour of the consumers are positive, so the product has a
good reach in CHENNAI CITY.

33
BIBLIOGRAPHY:
 Dr. Savitha SP. A Study on Consumer Preference towards ‘Amul Product’
in Madurai City, International Journal of Current Research and Modern
Education.
2017; 2(1):41-46.

 Research Scholar, Dept. of Management, Sri Satya Sai

University of Technology & Medical Sciences, Sehore, Bhopal
Indore Road, Madhya Pradesh, India

 © 2020 IJCRT | Volume 8, Issue 4 April 2020 | ISSN: 2320-2882

 IJCRT2004449 International Journal of Creative Research Thoughts
(IJCRT) www.ijcrt.org 3183
 THE CUSTOMER SATISFACTION TOWARD AMUL PRODUCT IN
MADURAI
ANNEXURE63-66

34
APPENDIX-1

QUESTIONNAIRE

A STUDY ON CONSUMER BUYING

BEHAVIOUR TOWARDS AMUL
PRODUCTS IN CHENNAI CITY
* Required

AMUL PRODUCT

1. EMAIL ID *

2. NAME *

35
3. AGE *

Mark only one oval.

20 BELOW

21-40

41-60

61-80

81above

4. GENDER *

Mark only one oval.

5. OCCUPATION *

Mark only one oval.

STUDEN

EMPLOY

EE

BUSINES

36
 OTHERS

PROFESS

IONAL

6. ANNUAL INCOME *

Mark only one oval.

BELOW 20000

20001-40000

40001-60000

60001-80000

80001 ABOVE

7. DO YOU KNOW ABOUT AMUL PRODUCT *

Mark only one oval.

37
10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY

8. DO YOU BUYING OF MILK IN AMUL BRAND *

Mark only one oval.

Yes

No

9. IN THE PLACE OF PURCHASE AMUL PRODUCTS FOR DAILY USE *

Mark only one oval.

DEPARTMENTAL

STORERETAIL SHOP

SUPER MARKET

PETTY SHOP

NEAR BY SHOP

https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 3/7
10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY

11. IF THE BUYING OF AMUL PRODUCTS IN RETAIL SHOP FOR DAILY USE

Mark only one oval.

PRICE

QUALITY

TASTE

FRESHNESS

OFFERS

12. HOW MANY TIMES DO YOU BUY AMUL BUTTER

Mark only one oval.

ONCE IN A WEEK

ON SPECIAL

OCCASIONOTHERS

13. IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER

Mark only one oval.

CHEESE CUBES

CHEESE SLICES

CHEESE SPREAD

GOUDA CHEESE

CREAM CHEESE

https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 4/7
10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY

14. HOW MUCH RUPEES SPEND ON AMUL PRODUCTS IN A MONTH *

Mark only one oval.

LESSTHEN 500

501-1000

1001-1500

1501-2000

2000 ABOVE

15. WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND *

Check all that apply.

QUALITY
EASY AVAILABLE
PRICE

DEALER RELATIONSHIP
ATTRACTIVENESS

16. DO YOU CHECK EXPIRY DATE BEFORE BUYING THE PRODUCT *

Mark only one oval.

Yes

No

https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 5/7
10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY

17. HOW DO YOU CONSIDER THE FOLLOWING AS THE FACTORS WHILE

PURCHASING OF AMUL PRODUCTS *
Mark only one oval per row.

VERY VERY
POORLY STRONGL
POORLY STRONGLY
INDIFFEREN Y
TCONSIDER CONSIDER
CONSIDE CONSIDE
R R

BRAND

TASTE

PRIICE

OFFERS

OF THE
PRODUCT

QUALIITY

18. DO YOU LIKE AMUL PRODUCTS *

Mark only one oval.

Yes

No

19. WHICH VARIETY OF PRODUCT DO YOU MOSTLY LIKE IN AMUL BRAND *

https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 6/7
10/30/21, 12:49 PM A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS AMUL PRODUCTS IN CHENNAI CITY

20. AMUL ICE CREAM RATING *

Mark only one oval.

https://docs.google.com/forms/d/1cyTQkUi0Xsut5jFZZy6XuIOBKW04W5LIgnor6Ol1gjE/edit 7/7