NIET Journal of Management (NIETJOM)

Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

CONSUMER PREFERENCE OF AMUL, MOTHER

DAIRY AND KWALITY WALL’S ICE-CREAM
TOWARDS IT’S TASTE, PACKAGING, PRICE!!
Ms. Shubhangi Mittal1, Ms. Nidhi Tiwari2
1,2
Students,
Department of MBA, Noida Institute of Engineering and Technology, Greater, Noida 201306, India.

Abstract: The customer is at the centre of everything, and all marketing operations revolve around him. Manufacturers create
what the consumer wants. Consumer desires Customers acquire an object as a gift because their behaviour differs from person
to person. As a result of specific mental and economic processes establishing demands or wants that the items can satisfy
Purchase is within reach. In a market, the client is seen as king. Their demands and needs are limitless. The nature of the
client influences preference. If a customer purchases a mobile phone and is satisfied with it, In India, the ice cream market is
primarily localised, with a slew of companies specialising in one or two districts, or even one state. There are few national
brands, and the high perishability of ice cream goods is a crucial factor in smaller competitors' delayed growth. One of the
fastest expanding segments of the dairy or food processing business in India is ice cream. The Indian ice cream market is
currently valued at about INR 4,000 crores, and it is increasing at a rate of 15-20 percent each year. By 2019, the market is
expected to be worth roughly INR 6,198 crores. India has a relatively modest per capita ice cream consumption of 400.

INTRODUCTION

The research includes the personal meeting with the consumers. For this I prepared the questionnaire to know the
opinion of the consumers as well as the retailers to know about the Amul, Mother Dairy and Kwality Wall‘s. I
collected the primary data with the help of the questionnaire.The separate questionnaire was prepared for the
consumers and the retailers so that we can know the consumer preference as if they like Amul, Mother Dairy or
Kwality Wall‘s regarding to its packaging, price and taste. I have done research on how the people like the taste of
each brand in India. I have done analysis on the basis on feedback of the people about these brand’s icecreams.
Customer satisfaction research focuses on how people decide how to spend their limited resources, such as money,
time, and effort, on consumption-related things.

Objectives
1. To showcase customer satisfaction with Amul, Mother dairy, and Kwality Walls ice cream products.
2. To determine how satisfied customers are with product quality, pricing, availability, and flavour.
3. To investigate the elements that impact customers' decisions to buy ice cream.

Scope of the study

Ice cream is usually thought of as a seasonal item, with demand rising in the summer. Winter sees a significant drop
in consumption, as well as sales and earnings. Winter sales, on the other hand, are surging thanks to a plethora of
creative frozen variations that customers are enjoying even in the colder months. The branded market is dominated
by a number of domestic and foreign firms, including Amul, Kwality Walls, Mother Dairy, Vadilal, Cream Bell,
Baskin-Robbins, and others. While Häagen-Dazs, Baskin-Robbins, London Dairy, New Zealand Naturals, and Hokey
Pokey cater to the upper crust, Amul, Vadilal, Cream Bell, and Mother Dairy cater to the middle. Imported
innovations such as frozen yoghurt and ice cream have recently gained popularity.
Cocoberry, Red Mango, and Yogur berry are well-known Fro-Yo brands, whereas Amore, Gelato Vinto, and Gelato
Italiano are well-known gelato brands that largely cater to the ultra-premium to premium categories. In India,
however, per capita ice cream consumption is extremely low. GCMMF (Amul) Managing Director R S Sodhi says,
"We are still at 400 ml per capita ice-cream consumption per year, compared to the global average of 2,300 ml."

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Publisher: Noida Institute of Engineering & Technology,
19, Knowledge Park-II, Institutional Area, Greater Noida (UP), India.
 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

Indians, unlike the West, enjoy a variety of other sweet alternatives, such as traditional mithai, but icecream is steadily
gaining a foothold in the Indian taste.

Literature Review

S.P. Savitha, [1] a doctor A study on "AMUL PRODUCT" consumer preference in Madhuri city. The largest food
brand in India, AMUL (Anand Milk Produced Union Limited), which was founded in 1946, is known for its high-
quality, reasonably-priced dairy products. Amul goods holding the top spot. This study aims to determine the current
level of consumer satisfaction of an Amul item. Consumers regard Amul products favourably, according to Madhuri.
so it might be extended to include rural areas in supply.
"Consumer behaviour towards co-operative milk societies: A study on measuring the customer satisfaction of
Aanchal' milk (A Member Milk Union of UDFC Ltd)", Mohit Jamwal and Dr. Akhilesh Chandra Pandey [2].
Consumer behaviour research examines how people decide how much money to spend their choice to spend their
available assets (resources like time, money, and effort) on consuming linked products.
We compared the customer's selection across various criteria. This analysis of the purchase of Ananchal milk, it may
be inferred that they must effectively change their production, marketing, and price tactics. A study on consumer
behaviour toward several branded and non-branded milks was conducted by Mrs. Sonali Dhawan [5]. especial
emphasis on the Jabalpur district in Consumer behaviour is the conduct that people engage in while they are looking
for, buying, utilising, assessing, and discarding goods and services that they believe will satiate their needs and
desires. However, there is a paucity of knowledge.regarding the consumption of milk among the customer. The
businesses must manage the campaign how the milk was pasteurised and how hygienic using branded milk is.

Research Methodology
The research includes the personal meeting with the consumers. For this I prepared the questionnaire to know the
opinion of the consumers as well as the retailers to know about the Amul, Mother Dairy and Kwality Wall‘s. I
collected the primary data with the help of the questionnaire.

Sources of Data
The data is primary data collected with the help of personal interview to know about the consumer preference of
Amul, Mother Dairy and Kwality Wall‘s with special reference to its packaging, price and taste.

Research instrument
The separate questionnaire was prepared for the consumers and the retailers so that we can know the consumer
preference as if they like Amul, Mother Dairy or Kwality Wall‘s regarding to its packaging, price and taste.
Around 100 people responded the questionnaire prepared by me.

Data Analysis and Interpretation

A face-to-face survey, also known as a personal interview survey, is a survey method used when a specified target
audience is involved. A personal interview survey is used to investigate people's comments in order to obtain more
and more information.

Customers
Que 1:

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Publisher: Noida Institute of Engineering & Technology,
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 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

Fig 1: Quality of which ice cream you consider to be best.

Inference
From the above chart it can be derived that-
 35% of the consumers out of the total sample size consider Amul‘s quality to be the best.
 25% of the consumers out of the total sample size consider Mother Dairy‘s quality to be the best.
 40% of the consumers out of the total sample size considerKwality Wall‘s quality to be the best.
Ques. 2

Fig 2: Packaging of which ice cream youconsider to be best.

Inference
From the above chart it can be derived that-
 40% of the consumers out of the total sample size consider Amul‘s packaging to be the best.
 30% of the consumers out of the total sample size consider Mother Dairy‘s packaging to be the best.

18 | Page
Publisher: Noida Institute of Engineering & Technology,
19, Knowledge Park-II, Institutional Area, Greater Noida (UP), India.
 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

 30% of the consumers out of the total sample size considerKwality Wall‘s packaging to be the best.
Ques. 3

40% 40%
Amul
mother dairy
kwality walls
20%

Fig 3: taste of which ice cream you consider to be best.

Inference
From the above chart it can be derived that-
 40% of the consumers out of the total sample size consider Amul‘s taste to be the best.
 20% of the consumers out of the total sample size consider Mother Dairy‘s taste to be thebest.
 40% of the consumers out of the total sample size considerKwality Wall‘s taste to be thebest.
Ques. 4

20%

50%
amul

30% mother

Fig 4: which ice cream does you prefers keeping price into consideration?
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Publisher: Noida Institute of Engineering & Technology,
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 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

Inference
From the above chart it can be derived that-
 50% of the consumers out of the total sample size consider Amul‘s price to be the best.
 30% of the consumers out of the total sample size consider Mother Dairy‘s price to be thebest.
 20% of the consumers out of the total sample size considerKwality Wall‘s price to be thebest.
Ques. 5

Fig 5: keeping all factors in mind which ice cream do you prefer.
Inference
From the above chart it can be derived that-
 60% of the consumers out of the total sample size consider Amul to be the best.
 15% of the consumers out of the total sample size consider Mother Dairy‘s to be the best.
 25% of the consumers out of the total sample size considerKwality Wall‘s to be the best
Ques. 6

25%

amul
10%
65% mother dairy
kwality walls

Fig 6: advertisement of which ice cream you like.

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Publisher: Noida Institute of Engineering & Technology,
19, Knowledge Park-II, Institutional Area, Greater Noida (UP), India.
 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

Inference
From the above chart it can be derived that-
 65% of the consumers out of the total sample size consider Amul‘sadvertisement to be the best.
 10% of the consumers out of the total sample size consider Mother Dairy‘s advertisement to be the best.
 25% of the consumers out of the total sample size considerKwality Wall‘s advertisement to be the best.
Ques. 7

25%

50%
amul
mother dairy
25% kwality walls

Fig 7: which ice cream is mostly available for you.

Inference
From the above chart it can be derived that-
 50% of the consumers out of the total sample size consider Amul‘s availability to be the best.
 25% of the consumers out of the total sample size consider Mother Dairy‘s availability to be the best.
 25% of the consumers out of the total sample size considerKwality Wall‘s availability to be the best.
Retailers
Ques. 1

Fig 8: Stock of which ice cream you keep the most?

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Publisher: Noida Institute of Engineering & Technology,
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 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

Inference
From the above chart it can be derived that-
 60% of the retailers out of the total sample size consider Amul‘s to be the best.
 20% of the retailers out of the total sample size consider Mother Dairy‘s to be the best.
 20% of the retailers out of the total sample size considerKwality Wall‘s to be the best.
Ques. 2

Fig 9: which ice cream has a good sale in the market?

Inference
From the above chart it can be derived that-
 75% of the retailers out of the total sample size consider Amul‘s sale to be the best.
 15% of the retailers out of the total sample size consider Mother Dairy‘s sale to be the best.
 10% of the retailers out of the total sample size considerKwality Wall‘s sale to be the best.
Ques. 3

Fig.10: price of which ice cream are genuine?

Inference
From the above chart it can be derived that-
 70% of the retailer out of the total sample size consider Amul‘s price to be the genuine.
22 | Page
Publisher: Noida Institute of Engineering & Technology,
19, Knowledge Park-II, Institutional Area, Greater Noida (UP), India.
 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

 20% of the retailers out of the total sample size consider Mother Dairy‘s price to be the genuine.
 10% of the retailers out of the total sample size considerKwality Wall‘s price to be the genuine.
Ques. 4

35
amul
55
mother dairy
10 kwality

Fig 11: quality of which ice cream you think is best?

Inference
From the above chart it can be derived that-
 35% of the retailers out of the total sample size consider Amul‘squality to be the best.
 10% of the retailers out of the total sample size consider Mother Dairy‘s quality to be the best.
 55% of the retailers out of the total sample size considerKwality Wall‘s quality to be the best.

Ques. 5

Fig 12: supply of which ice cream is good in the market?

Inference
From the above chart it can be derived that-
 35% of the retailers out of the total sample size consider Amul‘s supply to be the best.
23 | Page
Publisher: Noida Institute of Engineering & Technology,
19, Knowledge Park-II, Institutional Area, Greater Noida (UP), India.
 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

 30% of the retailers out of the total sample size consider Mother Dairy‘s supply to be the best.
 35% of the retailers out of the total sample size consider Kwality Wall‘s supply to be the best.

Ques. 6

15

15
amul
mother dairy
70 kwality walls

Fig 13: which ice cream do consumer prefers the most?

Inference
From the above chart it can be derived that-

 70% of the retailers out of the total sample size consider Amul‘s preference to be the most.

 15% of the retailers out of the total sample size consider Mother Dairy‘s preference to be the most.

 15% of the retailers out of the total sample size consider Kwality Wall‘s preference to be the most.

Conclusion
The researcher conducted a thorough review of the literature on Dairy Cooperatives before to and throughout the
research, including books, research journals, research papers, Ph.D. theses, periodicals, newspapers, government
publications, Dairy Cooperatives' reports and publications. Amul was the most preferred brand according to the
survey in the study.
• .

References
[1] 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.
[2] Mohit Jamwal, Dr. Akhilesh Chandra Pandey (2014), “Consumer behavior towards cooperative milk societies:
A study on measuring customer satisfaction of ‘ Aanchal milk (A member milk union of UCDF ltd.)”, IBWL
2020: Needs and Strategies- A Management Perspective.
[3] Mrs. Sonali Dhawan (2016), “A study of consumer behavior towards various branded and non branded milk
with special reference to Jabalpur district in Madhyapradesh”, Imperical Journal of Interdisciplinary Research,
vol.2,issue 12,pp. 1582-1586.
[4] Klaudia kurajdova, (2015)” Literature review on factors influencing milk purchase behavior “,

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 NIET Journal of Management (NIETJOM)
Volume 13, Issue summer 2021 ISSN: 0975-7643 (Print)

[5] international review of management and marketing, vol. 5, no.1, pp.9-25.

[6] Atul Srivastava,'Financial inclusion at the bottom of the PYRAMID: A Case of Gorakhpur Region', Volume
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[7] Swati Goyal,'FINANCIAL ANALYSIS A CASE STUDY OF THE TATA GROUP', Volume No.2,Issue No.2,
2011,PP. 73-93, NIET Journal Of Management, ISSN : 0975-7643
[8] Mr Amit Yadav, Swati, Mandeep Singh,'Factors That Influence the Effectiveness of Mobile Advertising: An
Analytical Study', Volume No.12,Issue No.2, 2020,PP. 3-13, NIET Journal Of Management, ISSN : 0975-7643
[9] Mr Harsh Awasthi ,Nadir Abbas, Shashwat Chauhan,'Factors Affecting Adoption of Digital Payment App:A Case
Study Of Paytm', Volume No.10,Issue No.2, 2018,PP. 22-28, NIET Journal Of Management, ISSN : 0975-7643
[10] Ritu Wadhwa,'Explication For Abridging Financial Ad Reporting In India An Exchange Of IFRS With Ind As',
Volume No.5,Issue No.1, 2013,PP. 63-68, NIET Journal Of Management, ISSN : 0975-7643

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