Synopsis Project Work

2022

Synopsis

Topic
A study on consumer buying behaviour towards Amul products with special reference to
Coimbatore city.

Need for the Study

This article examines the consumer buying behaviour towards Amul Products with special
reference to Coimbatore City. A convenient sampling technique tool was adopted for data
collection. Sample size taken in this is 150 customers. The data is collected through
questionnaire. The buying behaviour is positive which reveals that the buying behaviour of the
consumers is high. The promotional strategies of the product can be improved to increase
the sale of the company as much. Thus the project concludes that the buying behaviour of
the consumers are positive, so the product has a good reach in Coimbatore city.

Objectives of the Study

Primary Objective

 To study on consumer buying behaviour towards Amul products with special reference to
Coimbatore city.

Secondary Objectives

 To study identify the brand awareness, problems and level of satisfaction of the
respondents in purchasing of Amul products.
 To study ascertain the factors influencing the purchase of Amul products.

Research Methodology
Research Design
The descriptive research is used for this study. The main objective of using descriptive
research is to describe the state of affairs as it exists at present. It mainly involves surveys and
fact finding enquiries of different kinds.

Sampling plan

Synopsis 1
Synopsis Project Work
2022

Sampling plan is a definite plan for obtaining a sample from a given population. It covers the
following areas of Coimbatore city.

Sampling Unit
The respondents are from Amul.

Sampling Size

Sample size is taken in this is 150 customers.

Sampling Method

Convenience sampling technique has been adopted for the study.

Sources of Data

Primary Data

The data those are collected as fresh for the first time and happen to be original in
character are called as primary data .Primary data collected through questionnaire, (i.e.)
structural questionnaires.

Questionnaire design and Development

Questionnaire is the heart of a survey operation. This is structured questionnaire, which

has been framed for conducting the survey. The questions were presented with exactly the same
wordings and in the same order to all the respondents.

Secondary data

Secondary data are collected from,

- Company report and records

- Books
- Company profile
- Website
Synopsis 2
Synopsis Project Work
2022

- Journals

Tools Used for the Study

The various tools used for the data are
 Percentage
 Likert

Scope of the Study

 Amul product is 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 calculate various opinions of the consumers who is using Amul
products.
 The company can come to know about the strength and weakness of the product.

Limitations of the Study

 The results of the study are appropriate only for Amul and it may not be used in any other
company within the same industry due to differing environmental factors.
 The learning of the study is not applicable to any other branch of the company located in
any other geographic location.
 The solution provided by the research is not applicable to any other company in any other
industry.
 The findings of the research is not applicable to any other sister concern of the same
company.

Synopsis 3