PREFACE

It is a great opportunity for me to have Master of Business Administration (MBA) in IEC University Baddi.
In the accomplishment of the degree I am submitting my project report on marketing segmentation of Amul
(Anand Milk Union Limited).

Market segmentation is the identification of portions of the market that are different from one another.
Segmentation allows the firm to better satisfy the needs of its potential customers.

The marketing concept calls for understanding customers and satisfying their needs better than the
competition. But different customers have different needs, and it rarely is possible to satisfy all customers by
treating them alike

It is a milk product cooperative dairy company based at the small town of Anand in Gujarat state of India.
Amul is the largest producer of milk product and milk in India.

Subject to the limitations time efforts and resources possible attempt has been made to study deeply. The
whole project is measured through Research and Methodology, the future data analysis and interpret and the
result was obtained.

The information presented in the project is obtain from the source like company websites, other websites,
books, company reports and other reports.
 ACKNOWLEDGEMENT

My debts are many and I acknowledge them with much pride and delight. This project Report was
undertaken for the fulfilment of MBA Programme pursuing at IEC University Baddi. I would like to thanks
my university which has provided me the opportunity for doing this project work.

I am extremely great full to Ms. Ruchi Jangra (Assistant Professor IEC University Baddi), for her individual
help and guidance throughout my work. He kindly evinced keen interest in my work and furnished some
useful comments, which could enrich the work substantially.

In fact it is very difficult to acknowledge all the names and nature of help and encouragement provided by
them. I would never forget the help and support extended directly or indirectly to me by all.

Name:- Vikas

Course:- MBA

Semester:-2nd

Roll.no:- 2021030222
 DECLARATION

I Vikas Student of MBA (IEC University Baddi School of Management), hereby declare that this project
report on Marketing Segmentation of AMUL is been result of my own work and has been carried out under
supervision of Ms. Ruchi Jangra.

I declare that this submitted work is done solely by me and to the best of my knowledge; no such work has
been submitted by any other person for the award of post graduation degree or diploma.

I also declare that all the information collected from various secondary sources has been duly acknowledged
in this project report.

PLACE: VIKAS

DATE:
 TABLE OF CONTENTS

S.No. Title Page No.

1. Introduction 5-8
2. Company Profile
3. Review of Literature 9-15
4. Research and Methodology 16-19
5. Data Analysis 20-31
6. Findings 32-33
7. Suggestions 34
8. Conclusion 35-36
9. Questionnaire 3
10. Bibliography 59
11. Appendix 61
 INTRODUCTION

Market segmentation is the identification of portions of the market that are different from one another.
Segmentation allows the firm to better satisfy the needs of its potential customers.

The marketing concept calls for understanding customers and satisfying their needs better than the
competition. But different customers have different needs, and it rarely is possible to satisfy all customers by
treating them alike.

Mass marketing refers to treatment of the market as a homogenous group and offering the same marketing
mix to all customers. Mass marketing allows economies of scale to be realized through mass production,
mass distribution, and mass communication. The drawback of mass marketing is that customer needs and
preferences differ and the same offering is unlikely to be viewed as optimal by all customers. If firms
ignored the differing customer needs, another firm likely would enter the market with a product that serves a
specific group, and the incumbent firms would lose those customers.

Target marketing on the other hand recognizes the diversity of customers and does not try to please all of
them with the same offering. The first step in target marketing is to identify different market segments and
their needs.
 COMAPANY PROFILE

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the sanskrit
word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin
as an acronym to (Anand Milk Union Limited).

The Amul revolution was started as awareness among the farmers. It grew and matured into a protest
movement that was channeled towards economic prosperity. It is a dairy cooperative movement in India. It
is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat,
India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's
success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made India one of the largest milk
producers in the world. It is also the world's biggest vegetarian cheese brand.

Amul's product range includes milk powders, milk, butter, ghee, cheese, chocolate, ice cream, cream,
shrikhand, paneer, gulabjamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch
India's first sports drinkStamina, which will be competing with Coca Cola's Powerade and PepsiCo's
Gatorade.

Amul is the largest food brand in India with an annual turnover of US $868 million (2009-2010). Currently
Amul has 2.41 million producer members with milk collection average of 5.08 million litres/day. Besides
India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being
considered include Sri Lanka.

Gujarat Cooperative Milk Marketing Federation (GCMMF) 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.
Members: 13 district cooperative milk producers'

Union

No. of Producer Members: 2.6 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day

Milk collection (Total - 2006-07): 2.38 billion litres

Milk collection (Daily Average 2006-07):

6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattle feed manufacturing 2640 Mts. per day

Capacity:
Sales Turnover Rs. (billion)

2010-11 97.74

2011-12 116.68

2012-13 137.35

2013-14 181.43

2014-15 207.33

2015-16 229.72

2016-17 270.43

2017-18 292.25

2018-19 329.6

2019-20 385.5

2020-21 395
 LITERATURE REVIEW

REQUIREMENTS OF MARKET SEGMENTS:-

In addition to having different needs, for segments to be practical they should be evaluated against the
following criteria:

 Identifiable: the differentiating attributes of the segments must be measurable so that they can be
identified.

 Accessible: the segments must be reachable through communication and distribution channels

 Substantial: the segments should be sufficiently large to justify the resources required to target them.

 Unique needs: to justify separate offerings, the segments must respond differently to the different
marketing mixes.

 Durable: the segments should be relatively stable to minimize the cost of frequent changes.
 MARKET SEGMENTATION

Bases for Segmentation in Consumer Markets.

Consumer markets can be segmented on the following customer characteristics:-

 Geographic Segmentation
 Demographic Segmentation
 Psychographic Segmentation
 Behavioralistic Segmentation

1. Geographic Segmentation:- The following are some examples of geographic variables often used
in segmentation. Region: by continent, country, state, or even neighbourhood Size of metropolitan area:
segmented according to size of population Population density: often classified as urban, suburban, or
rural Climate: according to weather patterns common to certain geographic regions.
2. Demographic Segmentation:- Some demographic segmentation variables include:
 Age
 Gender
 Family size
 Family lifecycle
 Generation: baby-boomers, Generation X, etc.
 Income
 Occupation
 Education
 Ethnicity
 Nationality
 Religion
 Social class
Many of these variables have standard categories for their values. For example, family lifecycle often is
expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-
 nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III
depending on the age of the children.
3. Psychographic Segmentation:- Psychographic segmentation groups customers according to their
lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some
psychographic variables include:
 Activities
 Interests
 Opinions
 Attitudes
 Values
4. Behavioralistic Segmentation:- Behavioural segmentation is based on actual customer behaviour
toward products. Some behavioralistic variables include:
 Benefits sought
 Usage rate
 Brand loyalty
 User status: potential, first-time, regular, etc.
 Readiness to buy
 Occasions: holidays and events that stimulate purchases

Behavioural segmentation has the advantage of using variables that are closely related to the product
itself. It is a fairly direct starting point for market segmentation.

Market segmentation is the process in marketing of grouping a market (i.e. customers) into smaller
subgroups. These markets are often termed niche markets or specialty markets. These segments are fairly
homogeneous in their attitudes about certain variables. Because of this intragroup similarity, they are
likely to respond somewhat similarly to a given marketing strategy. That is, they are likely to have
similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given
price, distributed in a certain way, and promoted in a certain way.

The purpose of segmentation is to identify and target prime customer groups (eg the 20% that account
for 80% of your sales) so that you get the maximum return from a limited marketing budget (the most
bang for your buck).
 Market Segmentation of AMUL CHOCO CRUNCH

 Homogeneity within the segment

 Heterogeneity between segments
 Segments are measurable and identifiable
 Segments are accessible and actionable
 Segment is large enough to be profitable.....

These criteria can be summarized by the word SADAM:

 S Substantial: the segment has to be large and profitable enough

 A Accessible: it must be possible to reach it efficiently
 D Differential: it must respond differently to a different marketing mix
 A Actionable: you must have a product for this segment
 M Measurable: size and purchasing power can be measured.
 The Process-Data Model Of Marketing Segmentation

A given diagram is a generic process-data model is given for the whole process of segmenting and
positioning as a basis of deciding on the most effective marketing strategy and marketing mix.

This model consists of the three main activities: segmenting, targeting and positioning. It shows the
chronological dependency of the different activities. On the right side of the model the concepts resulting
from the activities are showed. The arrows show that one concept results from one or more previous
concepts; the concept cannot be made when the previous activities have not taken place. Below the three
main activities are shortly described as well as their role as a basis for the next step or their dependency on
the previous step.
 RESEARCH METHODOLOGY

Research, particularly in social science contains endless word spinning and too many quotations; end result
though may be far from expectations. In context of planning and development it is to be noted that it
significant lies in quality than quantity.

Therefore, eventually proper attention has to be paid to designing and adhering to appropriate methodology
throughout so as to improve the quality of the research.

Research type:
This type of result is Descriptive research .Descriptive Research includes surveys and fact finding enquiries
of different kinds. The major purpose of Descriptive Research is description of the state of affairs, as it
exists at present.

Research Design:
The survey was conducted for the Amul products where a questionnaire was filled from the retailers,
wholesaler and consumers. The population and the samples were evenly divided in such a manner so as to
extract the best possible results within the given limitation.

Sampling Design:
The survey was conducted within a selected part of Pune region by dividing the sample evenly. The whole
of Pune region was divided based on the number of wholesalers and retailers.
Sampling Unit: Retail outlets.
Sample Size: 950 retail outlets.

Areas Covered: NDA, Uttamnagar, Manikbaug, Suncity, Wadgoan, PimpriNighidi, abhnagar, Ajemera,
Pradhikiran, Paudroad, Warje 1 & 2, Karvenagar, Kothrud.

Method of Data collection:

There are several method of data collection available but, one of the most common method is-questionnaire
method, same was found appropriate for this research , for the reason that Questionnaire are one of the
most commonly used methods.

 It is cost-effective.
 It is time-effective.
The questionnaire was designed by us and also with the help of panel members of Amul.
 Determination of sources of Data collection:
A list of retailers were generated area wise and later on contacted individually.
Sampling procedures:
 The procedure employed for conducting the survey is on random basis.
 The database was referred for carrying out the survey. First the areas to be covered were decided and
then the respondents were contacted directly.
 As the respondents filled the sheets, his/her view relating to his expectation was also noted. This was
done with the aim to gather the information, which would provide related and relevant insights as to
what did the customer expect.

Tools for the Data Collection:

For the collection of primary data one to one interview method with the help of well-structured
questionnaire with both open and closed ended questions were used. The survey of all retailers was
conducted and their responses were taken down carefully with the help questionnaire.

Tools for Data Analysis:

For the purpose of analysing the data statistical tools such as weighted average method and percentage
analysis were used. For better understanding the raw data tools like bar graphs and pie charts were used.

Limitations:-

The sample size: The biggest limitation of the research is the wide area of Pune region. Only 30% of the
entire area was considered for the research.

1. The sample size was too small when we take the universe into the consideration, which is very big.
2. The survey was done in a part of Pune city hence if generalizations are to be made for whole city, some
deviations might occur.
3. Though the data is collected in a best possible way but still the above figures depict the performance of
the company.
4. Though the data is collected in a best possible way but still the above figures depict the performance of
the company.
5. Retailers did not provide the real data for the study.
6. Retailers are scattered all over Pune city and its very difficult to locate and contact each of them.
7. The big retailer are not ready to fill up the questionnaire
8. Feedback may not be very reliable owing to difference in opinion.
 RESEARCH DESIGN
Identify the Problem
“To study the market segmentation for Amul

Designing of Research Procedure

Procedure employed for survey is on random basis.
Areas to be covered were decided and the respondents were

Defining Methods of Data Collection

Primary Data Secondary data

Questionnaire Prepared Collection of Data from websites,

Manuals and company records

Surveyed 950 retail outlets in

Pune city

Analyzing and tabulating the Data

. For analysing of Data, Method and percentage analysis were usedstatistical tools such as weighted
average

Interpretation of Data

Findings

1 .Amul India has a market share of around 5% Chocolate industry for which the Chocolate industry for which
the competitors includes leaders like Cadburys & Nestle.
2 .For Shrikhand market, Amul has a market share of 30% which includes tough competition with chitle, warna &
competitors
Gagangiri.
3 .The distribution Network of Amul India has to be more efficient as compared
top .others.

Suggestions

1 .Should increase the awareness of Amul products through advertising in various media.
2 .The Retail margin for their products should be increased so that that more number of
retailers will have Amul products.
 ANALYSIS AND INTERPRETATION

GRAPHICAL REPRESENTATION OF DATA

The data is obtained by administering the questionnaire to the selected samples and the results are calculated on the
basis of the data thus collected.
The data is supported by graphs and charts for easy understanding.

PIE DIAGRAM SHOWING THE MARKET SHARE OF CHOCOLATES IN PUNE

REGION

MARKET SHARE OF CHOCOLATES IN PUNE REGION:

CADBURY
48 %

OTHERS
18 % `
NESTLE
18 % AMUL
16 %

AMUL NESTLE CADBURY OTHERS

Competitors Market Share(%)

Cadbury 48%
Nestle 18%
Amul 16%
Others 18%

Explanation: From the fig.1, we can see that, Amul faces a tough competition with the leaders from
chocolate industry like Cadbury & Nestle. Cadbury leads the market of Chocolates with a market share of
48% and Amul with a share of mere 16%.
 PIE DIAGRAM SHOWING THE MARKET SHARE OF SHRIKHAND IN PUNE
REGION
Fig.2

Market Share of Shrikhand in Pune Region

Warna Gagangiri
20 % 10 %

Amul
Chitale 30 %
40 %

Amul Chitale Warna Gagangiri

Competitors Market Share(%)

Amul 30

Chitale 40

Warna 20

Gagangiri 10

Explanation:
From the fig.2, it shows the market share of shrikhnad in Pune region. The fig. clearly reflects that the share
of Amul Shrikhand holds a good position after Chitale. The market share is about 30% of Amul, 40% of
Chitale , 20% of Warna & 10% of Gagangiri.
BAR CHART SHOWING THE DEALER MARGIN FOR CHOCOLATES IN PUNE
REGION
Fig.3

DEALER'S MARGIN FOR CHOCOLATES IN

PUNE REGION

12%

10%

8%

6%

4%

2%

0%
Cadbury Nestle Amul Others

AMUL NESTLE CADBURY OTHERS

Competitors Dealers’s Margin

Amul 4%

Nestle 6%

Cadbury 9%

Others 10%

Explanation:-
From the fig.3, it reflects that the dealer margin is quite low for Amul Chocolates as compared to Nestle &
Cadbury with a dealer margin of 6 and 9 points respectively.
 BAR CHART SHOWING THE DEALER MARGIN FOR SHRIKHAND IN PUNE REGION

Fig.4

DEALER MARGIN OF SHRIKHAND IN PUNE REGION

12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
Amul Chitale Gagangiri Others

Amul Chitale Warna Gagangiri

Competitors Dealers’s Margin

Amul 9.4%

Chitale 8.77%

Warana 10.02%

Gagangiri 11%

Explanation:-
From the Fig.4, it shows the dealer margin for Shrikhand market in Pune region.
 BAR CHART SHOWING THE DEALER MARGIN FOR CHOCOLATES IN PUNE
REGION

Fig.5

Retailers Margin for Chocolates in Pune region

Cadbury

Nestle

Amul

Others

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00%

AMUL NESTLE CADBURY OTHERS

Explanation:-
From the Fig.5, it shows the dealer margin for Chocolates market in Pune region.
 MARKET TARGETING
After the most attractive segments are selected, a company should not directly start targeting all these
segments. The attractiveness of the segments is also depending on other important factors. In the main
activity of defining a target market, four sub activities are given which are the bases for deciding on which
segments will actually be targeted.

AGE GROUP TARGETED

60
50
40

30
20
10

0
7 - 20 yrs 21 - 40 yrs 40 - 50 yrs

Target

The four sub activities performed by Amul while targeting are:-

 Defining the abilities of the product and resources needed to enter a market
 Analysing competitors on their resources and skills
 Considering the company’s abilities compared to the competitors.

 Deciding on the actual target markets.

The first three sub activities are described at the topic competitor analysis. The last sub activity of deciding
on the actual target market is an analysis of the information made available when comparing the companies
abilities to the competitors’.

This analysis leads to a list of segments which are most attractive to target and have a good chance of
leading to a profitable market share.

Obviously, targeting can only be done when segments are predefined; there have to be segments to analyse
the competitors which are in this market. When the process of targeting is ended, the markets to target are
selected, but the way to use marketing in these markets is not yet defined. To decide on the actual marketing
strategy, knowledge of the differential advantages of each segment is needed. When positioning a product,
the segments are first analyzed, this process is described next.
 DISTRIBUTION STRATEGY

In order to ensure a continuous & efficient distribution, an approximate figure has to be arrived at for getting
the initial orders & to ensure adequate supply so that any delays or resultant losses are avoided. For this
purpose, the company adopted the consumer response hierarchy model so that, it is ensured that all the
company enters the market with a bang avoiding any problems of late or inadequate supplies. This is highly
essential to support the huge promotional budget, since if the supplies aren’t at the right time, all other effort
can be in vain. As Per The Consumer Response Hierarchy Model; The Calculations Are Like Below:

RE-
PURC
HASE

TRIAL

PREFERENCE

LIKING

KNOWLEDGE

AWARENESS

Studying The Demographic Conditions Of INDIA:-

 It is expected that 80% of this targeted population will get aware about the products with the help of the sales
promotion, advertising and other marketing tactics.
 Out of the People being aware of the products & the company, 60% will have somewhat exact knowledge of the
product.
 It is expected that out of the people having the knowledge of the product, with the product features and the
requirement of milk in the country, 40% will develop a liking for the products.
 20% of the target audience who have developed a liking, will opt for the company’s product as against the
products they are using for daily consumption.
 10% of the people who might prefer the product, will actually try it for the first time.

 5% of the people who have tried it for the first time, might be convinced to purchase the product again
 Thus, adding up the people trying the product and the re-purchaser of the products, it comes up to 624960
people.

OBSERVATIONS AND FINDINGS

On the analysis of data following were the findings:

 In the survey of each outlet I found that availability of Amul Shrikhand is more than other brand.
 The service provided by Amul to retailer is very good comparing with other brand
 The quality of Amul Chocolate and Shrikhand is very good comparing with other brands.
 Amul Shrikhand sales is more than any other brand
 At most of the outlets, employees are not satisfied even dealers also.
 According to them, Amul only takes action for customer satisfaction but for the outlets employee’s
satisfaction, Amul tries to avoid it.
 In retail outlets customers focus on quality of products and not on service given by them.
 Customer trust on brand of product and name of company while purchasing the product.

Retailers feedback:-

The survey we carried out among 950 retailers for Amul Chocolates and Shrikhand was a great success in
finding some important feedback. The survey we carried out was a face to face interview with retailers and
customer.

Pricing:-

 Many retailers want more margins on Amul’s Chocolate and Shrikhand.

 Some said that the price should be in round figures.
 Some said the price should be less.

Product Quality:-

 Majority of the people said that the quality of Amul Chocolate and Shrikhand is very good. They don’t
have any problem regarding this.
 Many said that Amul should maintain its quality in coming years.
 SUGGESTIONS

It is said that the ‘line to perfection never exists’, in a way it suggests that continuous improvement and
development is essential to atleast near to the ‘Perfection’.

To help a plant grow it must be suitably watered, sunlight and soil, which best suit its kind, similarly the
organization too, to see that its efforts get results, must provide with proper attention for the development of
the company.

After analyzing the data collected during the survey, following improvements can be made in future.

1. Replacement facility should be made available for all the products

2. Promotional activities like, Wall paintings, Flex boards should make available for more product
awareness.
3. Efficient distribution must be followed.
4. Promotional activities should be undertaken
5. To create awareness for the products, different modes of publicities should be used such as Neon sign,
Hoardings, Danglers.
6. Dealers should offer some attractive commissions for generating regular supply of Amul Chocolates and
Shrikhand.
 CONCLUSION

 Amul India sells quality products like Amul milk, Amulshrikhand, Amul Chocolates, Amul Ice-cream
and Amul butter which are a brand in itself. So, its widely favoured with the consumers.
 Consumers get good quality, good product, good brand & good service at their door-step at an affordable
price
 From the survey, it shows that the Shrikand market is favourable for Amul rather than Chocolate market
as it faces stiff competition with the leaders in chocolate industry like Cadbury & Nestle.
 The dealer margin is quite low as compared to other competitors. Also, the distribution network of Amul
India is quite efficient.

Competition will never end so let's not avoid it but face it confidently, "For a chief executive, unless he
knows where he is going no one can take him there".

What's the use of Market Segmentation if it does not reach desired results? Therefore it is necessary for
every individual who has something to sell but no one to buy, to detect the problem areas and try to solve
them. But for this, knowing the right problem is extremely essential otherwise hitting the target in dark
means nothing.

What's the use of Market Segmentation if it does not reach desired results? Therefore it is necessary for
every individual who has something to sell but no one to buy, to detect the problem areas and try to solve
them. But for this, knowing the right problem is extremely essential otherwise hitting the target in dark
means nothing.

"There are three ways of doing a thing—the wrong way, the right way and our way" Whichever may be your
way the ultimate aim is to achieve the results and implement them to maximize customer satisfaction we all
know competition is intense then why not take it positively so that it helps us to improve our product quality,
makes customers loyal to us, helps us know our shortcomings and rectify them. The best way to overcome
your competitors is to give your customers what they expect or probably more than that.

To know the customers expectations towards Amul, I had conducted a market Research of the existing
customers, which helped me to know the satisfaction, awareness and liking among customers for the
products of Amul and analyze the situation and provide them suggestion to improve the situation.

These suggestions if implemented would definitely yield results and

"Ultimately the results matter, how and who does it is immaterial".

 BIBLIOGRAPHY & REFERENCES

Books referred :

1. Marketing Management------ Philip Kotler, Millennium Edition Prentice Hall Publication, INDF, New
Delhi – 110001
2. Reserch Methodology------------ C. R Kothari, Second Edition, Twenty First Re-print,
WishwaPrakashan, New Delhi.
3. Marketing research -------------- David Lucky and Ronald Rubin Prentice Hall of India Private Ltd;
(Ninth Edition)

Websites Referred:

www.google.com

https://amul.com/

https://amul.com/m/about-us

https://amul.com/m/awards

https://www.marketing91.com/marketing-strategy-amul/#:~:text=The%20segmentation%20of%20Amul
%20is,Cheese%20and%20other%20such%20products.

https://www.statista.com/statistics/1188743/india-sales-turnover-of-amul/#:~:text=In%20financial%20year
%202021%2C%20Amul,increasing%20growth%20rate%20since%202011.

https://1library.net/document/zkv5l88q-project-report-on-marketing-of-amul.html

https://bbamantra.com/project/segmentationtargeting-and-positioning-of-amul/
 APPENDIX

QUESTIONNAIRE FOR WHOLESALERS

WHOLESALER(WD) 1. 2. 3. 4.

WD Name
Location

Which Chocolate sell More?

1. Milk Chocolate
2. Kitkat
3. 5 star
4. Speark
5. Park
6. Fruit n Nut
7. Fundoo

At what time is the Demand of Chocolates more?

1.Festival
2.Holiday
3.School open

What kind of trade Support would increase The sale?

1.Chocolate
2.Shrikhand

What else can we Do to increase the sales?

QUESTIONNAIRE FOR CONSUMERS

CONSUMER 1 2 3 4
Name

Location

Which is your favourite chocolate?

Have you eaten Amul Chocolate?
If yes did you like the Taste?
Which flavour do you Like the most?
1. Milk Chocolate
2. Kitkat
3. 5 star
4. Speark
5. Park
6. Fruit n Nut
7. Fundoo

Do you gift chocolates?

When would you like To eat chocolates?
Is chocolate easily Available in your Locality?
Would you like to buy Amul chocolates?

Which Shrikhand do you Eat?

Have you eaten Amul Shrikhand?
Which flavour do you Like the most?
1.Kesar 2.Badam 3.Pista 3.Elaichi 4.Mang
Do you gift chocolates?