SUMMER INTERNSHIP PROJECT REORT

A STUDY ON CONSUMER PERCEPTION TOWARDS AMUL MILK &

DAIRY PRODUCTS
A Report Submitted to
Noida Institute of Engineering and Technology (Greater Noida)
as partial fulfilment of Full Time
Post Graduate Diploma in Management (PGDM)
(Approved by AICTE, Ministry of HRD)
Academic Session (2021-2023)

Under the Guidance of: Submitted By:

Prabh Singh Sir Dhruv Sharma
Designation: Sales & Marketing Manager PGDM - 3rd Trimester
Company Name: Amul (GCMMF) Roll No - 21273DM065
Location: Noida
Date:

Noida Institute of Engineering &

Technology Greater Noida
Knowledge Park - 2

1
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that Dhruv Sharma a student of Post Graduate Diploma in

Management from Noida Institute of Engineering & Technology (Batch
2021- 2023), Roll No: 21273DM065 has undergone his internship on the topic
A STUDY ON CONSUMER PERCEPTION TOWARDS AMUL MILK
&
DAIRY PRODUCTS under my guidance and supervision from to

Signature of Internship Guide

Internship Guide Name: Prabh Singh

Designation:
Company: AMUL (GCMMF)

2
 CERTIFICATE

This is to certify that Mr./Ms. Dhruv Sharma Roll No: 21273DM065 is a

student of Noida Institute of Engineering & Technology and has done his/her
internship titled “Sales and Marketing............................................”
at ………………………….. from.......................................................................to
……………………………

The work embodied in the report is original and is of the standard expected of a
Post Graduate Diploma in Management (PGDM) student and has not been
submitted in part or full, to this or any other Institution, for the award of any
Degree or Diploma. He/she has completed all requirements for Internship and
the report work is fit for evaluation.

Signature of Head of Institution:

Dr Atul Sharma
Director

3
 Declaration

I, ………………, hereby declare that the Internship work title

“………………………………………” completed & submitted in partial
fulfillment of the award of the degree of “Post-graduate Diploma in
Management” by Noida Institute of Engineering & Technology and the work
was carried out with the help and under guidance of “Prabh Singh” and staff of
the “Amul (GCMMF)”.

I further declare this Internship report has not formed the basis for the award of
any other Degree/Diploma of any other University/Institution.

Date:

Name: Dhruv Sharma

Roll no: 21273DM065
Batch: PGDM (2021-2023)

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 Acknowledgement

The internship opportunity I had with Amul was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky
individual as I was provided with an opportunity to be a part of it. I am also
grateful for having a chance to meet so many wonderful people and
professionals who led me though this internship period.

I am using this opportunity to express my deepest gratitude and special thanks

to “Prabh Singh” “Designation” [Company name & Address] who in spite of
being extraordinarily busy with “her/his” duties, took time out to hear, guide
and keep me on the correct path and allowing me to carry out my internship at
their esteemed organization.

I express my deepest thanks to [Name Surname], [Position in the Company] for

taking part in useful decision & giving necessary advices and guidance and
arranged all facilities to make life easier. I choose this moment to acknowledge
his/her contribution gratefully.

It is my radiant sentiment to place on record my best regards, deepest sense of

gratitude to Dr. Atul Sharma [Director], Noida Institute of Engineering &
Technology for his careful and precious guidance which were extremely
valuable for my study both theoretically and practically.

I further want to thanks Prof. Sunstone, who helped me to

better understand concepts of professionalism and become a better person and
employee in my life. I sincerely want to thank Prof.
for being our programme coordinator and helping me at every stage of my
internship and studies.

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I would also like to thank my parents and friends who helped me a lot during
my life and this internship period. I perceive this opportunity as a big milestone
in my career development. I will strive to use gained skills and knowledge in the
best possible way, and I will continue to work on their improvement, in order to
attain desired career objectives. Hope to continue cooperation with all of you in
the future.

Sincerely,

Name of the Student: Dhruv Sharma

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 EXECUTIVE SUMMARY
Amul - The Taste of India is an abbreviation for Anand Milk Union Limited. It
was incorporated under GCMMF (Gujarat Cooperative Milk Marketing
Federation). It was officially enlisted on December 14, 1946.Amul was the idea
and concept conceived by the milk man of India or Father of White Revolution
Dr Verghese Kurien. Amul is Asia's greatest dairy co-employable was cleared a
path to make the milk maker independent and lead milk business with
satisfaction. Amul is the living case of how co-activity between the poor
peripheral ranchers can offer methods for the financial improvement of the
under favoured marginal ranchers from Kheda District in Gujarat. Amul became
a household name in the country Amul has arrived in foreign markets with
selling its products in Mauritius, United States, China, Australia, Indian
neighbouring countries like Bangladesh, Sri Lanka, Nepal, and now they are
making efforts to enter Japanese market. This research has been conducted to
know the perception of consumer towards Amul products with special reference
to Milk & Dairy Products. Objectives were designed to study the research.
Literature review was done to understand the previous research work done on
the FMCG and Amul Industry limited Segment approx. 30 papers from various
leading journals were studied by the researcher to from the complete basis of
research. To make report more relevant and reliable, primary data was collected
through the questionnaire which fulfils the objective accordingly. The survey
sheet or questionnaires consisting of 15 statements were refined many times to
best suit responds. Convenience method of sampling was used here because the
sample items were selected on the basis of convenient availability finally, the
date analysis was done through pie charts and bar graphs through the help of
excel. So, far it has been found from the study that the attitude and awareness of
consumer & retailers towards Amul products are positive and they show intent
to purchase the same for use in their daily life. Amul has become a common
or the most used dairy
7
product brand in the country. The conclusion of the report was that Amul has a
huge consumer base and enjoy a high market share and they need to focus on
their supply chain management so that products can be supplied without any
problem. Consumer responses indicate that Amul hold its position well and can
continue at the same speed throughout.

8
 Table of Content

S.no Content Page No

A Certificate 3
B Declaration 4
C Acknowledgement 5,6
D Executive Summary 7,8
1 Introduction 10
2 Learning Objectives of the Internship 22
3 Company Profile 23
4 Review of Literature 33
5 Research Methodology 38
6 Data Analysis & Interpretation 43
7 Result & Learning Outcomes 50
8 Appendix 55

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 Chapter 1
Introduction

1.1 : FOOD INDUSTRY

Since ages idea of food has advanced and reaches to the current level creation it
most significant factor for presence and living and made its extension in the
market. Food industry is one of the most buildings and worldwide assortment of
different organizations that together flexibly major of the food vitality devoured
by the worldwide populace. Nobody is out of its extension however on the off
chance that we considered a case than the little rancher who develop their food
and devour are just the ones who are not affected by present day food idea and
its commercialization.

The food industry includes:

Guideline:
For working in the business organization needs to hold fast to a few laws and
rules which is worked on nearby, state, national and global level. Guidelines are
planned for smooth working of the business. Guidelines help in the conveying
of responsibility and obligation.

Education:
It incorporates different possibilities like scholastic, professional and
authoritative (Technical and Management courses).

Research and Development:

Improvement of logical demeanor in the advancement of food innovation.

10
Financial services:
3 Different budgetary office including protection, ranch advance, credit office,
contract office.

Manufacturing:
Agrochemicals, pesticides, bug sprays, seed, ranch hardware and supplies,
agrarian development, and so forth.

Agriculture:
Raising of animals, developing yields, fish and related items.

Food processing:
Planning of homestead new items for showcase, assembling of exclusive food
items, canned food, prepared to eat and snacks.

Marketing:
Advancement of conventional items (for example milk board), new items,
general feeling, through publicizing, bundling, advertising, direct offering,
entryway to entryway correspondence.

Wholesale and distribution:

Warehousing of completed merchandise, item transportation and calculated
office. Retail: General store chain and autonomous food stores, direct-to
customer, Café, food administrations and Kirana store.

11
1.2 : ADVANTAGE OF INDIA UNDER FOOD INDUSTRY -

 India is one of the biggest food makers on the planet India and has
assorted agroclimatic conditions and has a huge and differing crude
material base reasonable for food preparing organizations.

 Investment prerequisite of around US$ 15 billion exists in the food

handling part India is searching for interest in foundation, bundling and
showcasing.

 India has colossal logical and exploration ability pools to a great extent
undiscovered local market of 1000 million buyers 300 million upper and
working class expend handled food 200 million additional buyers
expected to move to prepared food by 2010.

 Well-created framework and conveyance arrange quick urbanization,

expanded education, changing way of life, expanded number of ladies in
workforce, rising per capital salary prompting fast development.

 New openings in food and drinks division 50 percent of house hold use
by Indians is on food things vital geographic area (nearness of India to
business sectors in Europe and Far East, south east and west Asia).

 Under the food business, dairy item is significant piece of food

preparing. Dairy handling is acting acceptable job in India.

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1.3 : FMCG SECTOR

The most significant division for purchaser and which makes it beneficial, items
which have a fast turnover, and moderately minimal effort are known as Fast
Moving Consumer Goods (FMCG). The area which controls the significant
market and is regular in each family unit in view of its utility and various uses.
FMCG items are those that get subbed inside a year. Instances of FMCG
generally incorporate a wide scope of much of the time purchased customer
items, for example, toiletries, cleanser, beauty care products, tooth cleaning
items, shaving items and cleansers, just as other non-durables, for example, dish
sets, bulbs, batteries, paper items, and plastic merchandise. FMCG may likewise
incorporate pharmaceuticals, customer gadgets, bundled food items, soda pops,
tissue paper, and chocolate bars. Subsets of FMCGs are Fast Moving Customer
Electronics (FMCE) which incorporates inventive electronic items, for example,
cell phones, MP3 players, advanced cameras, GPS Systems and Laptops. These
are changed more regularly than other electronic items. White merchandise in
FMCG alludes to family electronic things, for example, Refrigerators, T. Vs,
Music Systems, and so forth.

1.4 : INDIAN FMCG SECTOR

 The Indian FMCG segment is the fourth greatest in the financial plan and
has a market size of US$13.1 billion. Portrayed by Well-settled
circulation systems and serious rivalry between the sorted out and
disorderly fragments are features of this part.

 FMCG division in India has a solid and serious worldwide company

nearness in the circuit over the whole worth chain. It has been anticipated

13
 that FMCG showcase has been up to US$ 110 billion out of 2020 from US
$ 76 billion in 2018.

 The significant market and planned lead incorporate white collar class
and the provincial fragments of the Indian population as they are the most
encouraging business sector portion for FMCG organizations, and has
given brand initiators the chance to change over them to marked items
and catching the market.

 Most of the item classes which incorporates items like jams, toothpaste,
healthy skin, shampoos, and so forth in India, have low per capita
utilization just as low entrance level; however, the potential for
development is immense with the expanding mindfulness and degree.

 The Indian Economy is flooding ahead significantly, staying up with

quick urbanization, expanded proficiency levels, and rising per capita
salary.

 The enormous firms are developing greater and little league organizations
are making up for lost time too with the pattern. As per the investigation
led by AC Nielsen, 62 of the main 100 brands are possessed by
worldwide partnerships, and the equalization by Indian organizations.

 Fifteen organizations own these 62 brands, and 27 of these are possessed

by Hindustan Unilever Ltd.

 Pepsi is at number three followed by Thumps Up. Britannia takings the

fifth spot, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle
(9).

 These are measurements the soda and cigarette enterprises have

14
consistently avoided uncovering. Private consideration, cigarettes, and

15
 soda pops are the three greatest sorts in FMCG. Between them, they
support for 35 of the best 100 brands.

1.5 : ACHIEVEMENTS

Amul Asia's greatest dairy co-employable was cleared a path in 1946 to

make the milk maker independent and lead milk-business with
satisfaction. Amul has consistently been the innovator in conveying and
adjusting the most current innovation to entryway steps to wide open
ranchers.

Amul impacted the world forever in following zones:

 First energetic and self-ruling rancher's association containing in excess

of 5000000 minimal milk makers of Kaira District.

 Made Dairy co-agents at town level running with milk assortment

focuses kept up by them.

 Computerized milk assortment framework with electronic scale and

modernized bookkeeping framework.

 The solitary association in world to get ISO 9000 standard for its
rancher's co-agents.

 First to create milk from powder from surplus milk.

Amul is the living case of how co-activity between the poor peripheral ranchers
can offer methods for the financial improvement of the under favoured marginal
ranchers.
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1.6 : INTRODUCTION OF ORGANIZATION

GCMMF: An Overview

Gujarat Willing Milk Marketing Federation (GCMMF) is India's prime

food items advertising association. It is a state level peak body of Milk willing
in Gujarat which plans to give profitable comes back to the ranchers and
furthermore serve the enthusiasm of shoppers by giving excellence Products
which are acceptable incentive for cash. AMUL is the make under this is
Organization.

Amul's item assortment incorporates milk tidies, milk, margarine, ghee,

cheddar, curd, chocolate, frozen yogurt, cream, shrikhand, paneer, Gulab
jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to
introduction India's first games drink Stamina, which will contend with Coca
Cola's PowerAde and PepsiCo's Gatorade. Amul is the greatest food brand in
India and world's Biggest Pouched Milk Brand with a yearly turnover of US
$1050 million (2006-07). Currently Amul has 3.64 million maker individuals
with milk assortment normal of 24.6 million liters for each day. Other than
India, Amul has arrived foreign markets, for example, the Mauritius, UAE,
USA, Bangladesh, Australia, China, Singapore, Hong Kong and a couple of
South African countries. Its offer to enter Japanese market in 1994 had not
flourished, yet now it has new plans of flooding the Japanese markets. Other
potential bazaars being estimated Include Sri Lanka. Dr. Verghese Kurien, past
administrator of the GCMMF, is perceived as the man behind the
accomplishment of Amul. On 10 Aug 2006 Parthi G Bhatol, director of the
Banas kantha Union, was chosen executive of GCMMF.

17
1.7 : HISTORY

Amul was officially enlisted on December 14, 1946. It developed and develop
into a dissent development that was coordinated towards financial thriving Over
five decades back, the life of a normal rancher in Kheda District was a lot of
like that of his/her supplement anyplace else in India. His/her salary was
unoriginal very about completely from occasional harvests. The salary from
milk wild oxen was undependable. Milk makers needed to transportable
longspaces to convey milk to the main dairy, the Polson Dairy in Anand –
habitually milk turned sour, especially in the late spring season, as creators
needed to genuinely convey milk in singular compartments. Private merchants
and wholesalers controlled the showcasing and dissemination framework for the
milk. These agents chose the costs and the off-take from the ranchers by the
season. As milk is short-lived, ranchers were constrained to sell it for whatever
they were advertised. Regularly, they needed to sell cream and ghee at discard
costs. In this circumstance, the private dealer raked in huge profits. Also, the
legislature around then had given imposing business model rights to Polson
Dairy, which was controlled by an individual of Parsi descent, (around that time
Polson was the most notable spread brand in the nation) to gather milk from
Anand and gracefully to Mumbai city thusly (around 400 kilometres away).
Another difficult rancher confronted was that in winter the milk yield of wild
oxen multiplied which made costs tumble down significantly further. India
positioned no place among milk delivering nations on the planet in 1946. Step
by step, the acknowledgment unfolded on the ranchers with motivation from
that point patriot pioneers Sardar Vallabhbhai Patel (who later turned into the
principal Home Minister of free India) and 10 Morarji Desai (who later become
the Prime Minister of India) and nearby rancher, political dissident and social
specialist Tribhuvandas Patel, that the misuse by the merchant could be checked
just on the off chance that they advertised their milk
18
themselves. Amul was the consequence of the acknowledgment that they could
pool up their milk and work as a helpful.

1.8 : SETTING UP OF GUJARAT COOPERATIVE MILK

MARKETING FEDERATION

In 1954, Kaira District Co-Usable Milk Producers' Union constructed a plant to

change over overflow milk created vulnerable seasons into milk powder and
spread. In 1958, a plant to fabricate cheddar and one to deliver infant food were
included. Ensuing years saw the expansion of more plants to create various
items. In 1973, the milk social orders/locale level associations chose to set up a
promoting organization to showcase their items. This office was the Gujarat
Cooperative Milk Marketing Federation (GCMMF). It was enrolled as a co-
employable society on 9 July 1973.

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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.

1.9 : Scope of the Study:

The scope of a study explains the extent to which the research area will be
explored in the work and specifies the parameters within the study will be
operating. Basically, this means that you will have to define what the study is
going to cover and what it is focusing on.

The study carried out in particular region allotted to me for my working:

 It gives information about the size of consumer base for the product.

 To know the preference of Amul products with comparison to other

competitive brands.

 To study various factors such as quality, availability, taste & price.

 Finding out prospects by analysis of a questionnaire.

 Conducting a survey in Noida location through questionnaire.

20
  To know awareness of people towards milk and dairy products.

1.10 : JOB DESCRIPTION- NATURE OF THE WORK

A set of working responsibilities sums up the basic duties, exercises,

capabilities and abilities for a job. A set of working responsibilities ought to
incorporate significant organization subtleties organization strategic, and any
advantages it gives to representatives. It might likewise determine to whom the
position reports and pay run.

A set of working responsibilities or JD is a composed story that portrays the

general assignments, or other related obligations, and duties of a position. It
might indicate the functionary to whom the position reports, particulars, for
example, the capabilities or abilities required by the individual in the activity,
data about the gear, devices and work helps utilized, working conditions,
physical requests, and a pay extend. Sets of responsibilities are typically story,
however some may contain a straightforward rundown of capabilities; for
example, vital human asset arranging procedures might be utilized to build up a
competency design for an association, from which sets of responsibilities are
worked as a waitlist of skills.

 To collect information about different products of Amul brand.

 Collecting quantitative and qualitative data from marketing campaigns

21
 Performing market analysis and research on competition

 Supporting the marketing team in daily administrative tasks

 Assist in marketing and advertising promotional activities (e.g., social

media, direct mail and web)

 Help distribute marketing materials

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 Chapter – 2
Learning Objective of the Internship

The main objective of the Study can be listed as follows.

 To study the consumption of Milk & Dairy Products in market especially

in Noida.

 To analyze and collect the information about the competitors of Amul

 To study the value which is attached to the product by the consumer.

 To generate and secure consumer awareness for the product.

 To know awareness of people towards milk and dairy products.

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 Chapter – 3
Company Profile

3.1 : COMPANY PROFILE

AMUL - THE TASTE OF INDIA, originates from the Sanskrit word

Amoolya, implies precious. It was proposed by a quality control master in
Anand and it was picked on the grounds that it was an ideal abbreviation for
Anand Milk Union Limited. AMUL was framed under the dairy helpful
development in India in 1946. The Amul Pattern has set up itself as an
extraordinarily suitable model for rustic turn of events. Amul has prodded the
White Revolution of India, which has made India the biggest maker of milk and
milk items on the planet.

It is additionally the world's greatest veggie lover cheddar brand. The

framework succeeded for the most part since it gives a guaranteed showcase at
profitable costs for makers' milk other than going about as a channel to advertise
the creation improvement bundle. Furthermore, it doesn't upset the agro
arrangement of the ranchers. It likewise empowers the shopper an entrance to
top notch milk and milk items. In spite of the customary framework, when the
benefit of the business was cornered by the agents, the framework guaranteed
that the benefit goes to the members for their financial selection and regular
great. Thinking back on the way navigated by Amul, the accompanying
highlights make it example and model for imitating somewhere else.

Amul has had the option to:

 Produce a fitting mix of the strategy creators’ ranchers leading body of

the board and the experts: each gathering valuing its repetitions and
24
impediments.

25
  Bring at the order of the country milk makers the best of the innovation
and tackle its organic product for improvement.

 Provide an emotionally supportive network to the milk makers without

upsetting their agro-financial frameworks.

 Plough back the benefits, by reasonable utilization of men, material and

machines, in the rustic segment for the benefit of all and improvement of
the part makers.

 Even however, developing with time and on scale, it has stayed with the
littlest maker individuals. In that sense. Amul is a model second to none,
of a mediation for country change.

3.2 : FACILITY LAYOUT:

Plant design is the general game plan of the machine devices, taking care of
hardware, storeroom and different adornments required for encouraging creation
in a manufacturing plant. These courses of action are pre-arranged with the
outcomes that the structure has been built to fit a design of a given procedure.

AMUL plant is indigenously worked out with help of different creation

procedures and creation of multi-items under one plant. The complete plot is
almost about 2.27 kms. Separate structures are furnished with required courses
of action of machine apparatuses taking care of and PCs association through the
control space to fit for changing item producing offices.

26
The plant is occupied with delivering milk, frozen yogurts, milk powder and
ghee. Whole office is exceptionally furnished with offices for the preparing
every item. There are 4 creation offices and bundling divisions relating to every
item individually.

27
3.3 The Three Tier “Amul Model”

The Amul Model is a three-level helpful structure. This structure comprises of a

Dairy Cooperative Society at the town level partnered to a Milk Union at the
District level, which thus is further, combined into a Milk Federation at the
State level. The over three-level structure was set-up so as to assign the different
capacities, milk assortment is done at the 23 Village Dairy Society, Milk
Procurement and Processing at the District Milk Union and Milk and Milk
Products Marketing at the State Milk Federation.

This aides in taking out inside rivalry as well as guaranteeing that economies of
scale are accomplished. As the above structure was first advanced at Amul in
Gujarat and from that point repeated everywhere throughout the nation under
the activity Flood Program, it is known as the Amul Model or Anand Pattern of
Dairy Cooperatives.

3.4 : DAIRY PROCESSING

 India positions first on the planet as far as milk creation. Indian creation
remains at 91 million tons developing at a CAGR of 4 percent.

 This is principally because of the activity stake by the activity flood

programs in sorting out milk makers into cooperatives.

28
 Building foundation for milk obtainment, preparing and showcasing and
giving budgetary, specialized and the board contributions by the service
of horticulture and service of food handling enterprises to transform the
dairy part into reasonable self-continuing composed area.

 About 41.2% of milk created in India is prepared. The sorted-out

segment (huge scope dairy plants) forms around 13 million tons yearly,
while the sloppy area forms around 22 million tons for every annum.

 In the sorted-out area there are 676 dairy plants in the agreeable private
and government segments enlisted with the administration of India and
the state governments.

 India has a special example of creation, preparing and

promoting/utilization of milk, which isn't tantamount with any huge milk
delivering opposite.

 Approximately 70 million provincial family units (principally, little and

minimal ranchers and landless works) in the nation are occupied with
milk creation.

 Over 11 million ranchers are sorted out into about 0.1 million town.
Dairy agreeable social orders (DCS) (around 110 ranchers for every
DCS).

 The total milk dealt with by DCS the nation over is around 18 million kg
of milk for each day.

 These cooperatives structure some portion of a national milk lattice

which interfaces the milk makers all through India with buyers in excess
of 700
29
 towns and urban areas crossing over the holes by virtue of occasional and
provincial varieties in the accessibility of milk.

 The service of food preparing enterprises is advancing sorted out. Dairy

handling part to achieve up and coming requests of prepared dairy items
assisting with distinguishing different territory of exploration for future
item advancement and quality improvement to patch up in Indian dairy
send out by method of giving money related help to the dairy handling
units.

 32 units have been endorsed budgetary help (RS 591 lakh) under the
arrangement plan of service during the year 2006-07.

3.5 : MAJOR COMPETITORS

Amul is a notable brand with a wide item go in FMCG section significantly in

food class giving an intense rivalry to its rivals. Coming up next are the
significant rival in a portion of its item run:

S.no Product Competitors

1 Milk Mother Dairy
2 Cheese Mother Dairy
Britannia
3 Butter Mother Dairy
Britannia
4 Ice Cream Kwality Walls
Baskin Robbins
5 Chocolates Cadbury
Nestle
6 Curd Mother Dairy
Nestle

30
3.6 Amul Products

31
3.8 : PRODUCTION PROCESS:

 Collection of Raw Milk: Crude milk is gathered from changed co-agents

of Gujarat. Around 12,22,000 litres of crude milk are gathered every day.
Before this milk is sent to the lab for testing the FAT and SNF extent, the
milk is isolated from the crude milk. The milk is taken from the chilling
habitats to Collection of Raw Milk Raw milk is gathered from various
coagents of Gujarat. Around 12,22,000 litres of crude milk are gathered
every day. Before this milk is sent to the research centre for testing the
FAT and SNF extent.

 Testing of raw milk: Subsequent to gathering the examples of milk they

are taken to the research centre where two kinds of test are led.

 Electronic Milk Test: Before purifying the milk, the examples are
taken to the research centre. In the research centre with the
assistance of machine called electronic milk analyser, the extent of
SNF and FAT is checked with phosphate arrangement. At the point
when the shade of the milk become yellow, it is sent for
sanitization.

 Methylene Blue Reduction Test: This test is led for checking for
to what extent the milk will stay new. To check this, 10 ml of milk
is taken and 1 ml of METHYL arrangement is added to it. It is then
held submerged at 57 degrees Celsius. Following one hour on the
off chance that the arrangement misfortunes its shading, at that
point it is called crude milk. In the event that the arrangement
continues as before significantly following 5 hours than it is
viewed as new milk, which stays consistent for an extensive stretch
32
of time.

33
  The dairy fixes the extent of SNF and FAT. After research facility
gives green sign and accommodating the crude milk at gathering
moor is carried into the house associated with siphon is sent to the
milk preparing plant. This is then chilled under 4 degree Celsius
and afterward put away in the milk storehouses. After that milk is
prepared which has two stages Pasteurizing and Standardizing.

 Pasteurizing and Standardizing: To purify the milk intends to murder

the germs in the milk by a specific strategy which was created by a
researcher called JAMES PASTEUR thus the name purification. In the
sanitization strategy the milk is first warmed at 72 degree c to 76 degree
c for 15 seconds and afterward it is quickly cooled under 4 degree c by
this technique they devastate the pathogenic microscopic organisms
present in the crude milk. Be that as it may, if the correct level of
temperature isn't given there are chances that milk may contain germs.
After this procedure some milk goes to separator machine and remaining
is proportionately sent for normalization.

Normalization process bifurcates the milk in 3 classes shifting as

indicated by the SNF and FAT substance. The gear named OSTA. Auto
Standardization Adjusts the FAT straightforwardly. The PC is simply
requested whether gold or standard milk is to be apportioned and a
similar will be gotten with proper substance.

 Separation Process: Partition Process Separator machine isolates two

sorts of items, skimmed milk and cream, through channels. There are
100 circles fixed in separator machine, which spin at 5000 rpm
(revolution for each moment). It is taken to the tanks, which has the limit
of 20000 litres.
34
 At whatever point the milk is required from the tank, it is tried in the
research centre and the deficiency extent FAT is included by blending
cream. This procedure proceeds for 24 hours.

 Quality Check: Sanitized milk is sent to the quality Assurance research

facility of the dairy plant. Inside 14 seconds the FAT and SNF extent is
gotten in regards to 30 need litres of milk. The all-out venture put into
the lab by the dairy plant is Rs. 6 crores. The lab just checks and
examinations the powder, milk and ghee. There is a different frozen
yogurt investigating laboratory.

Bundling Process After the milk is sent for the bundling to the milk
pressing station in the dairy plant. In the milk bundling stations there are
colossal pipelines and behind them there is polyfoil machine from which
the material to pack milk comes out. From every one of these 12
machines 100 pockets are stuffed in one single moment.

 Storage: At that point the milk is sent to the chilly stockpiling of the
dairy where the milk is put away until it is dispatched. Here the milk is
put away is temperature running from 5-degree c to 10-degree c, it is
kept up with the assistance of fumes fans having silicon chips. Around
40000 litres of milk are dispatched from the chilly stockpiling of the
dairy plant regular. The harmed pockets are kept aside and the milk is by
and by putto the capacity tank.

35
 CHAPTER-4:
REVIEW OF LITERATURE

Amul is one of the best Indian business firms. It gives different milk items in
which its primary image item Milk & Dairy Products is likewise present. Amul
starts with simply little gathering of milk creating locals and now become
biggest milk delivering helpful society in India. It had begun with two town
cooperatives with 250 litres milk creating limit and now it gathers every day a
6.5 million (normal) of milk from a huge no of Indian towns. Through their
relational confidence and collaboration Amul got this achievement history other
than confronting different troubles.

Gujarat Milk Marketing Federation is a helpful society. It had made an

excellent showing in milk promoting, clearing a path for helpless resident's
income. It gives powerful comes back to the ranchers as well as take cares of
clients’ interests. It serves for client based on Indian morals. They give milk of
better supplements, quality items continually and help in addressing nation's
requirement for every day milk prerequisites. A portion of the articles on Amul
are as expressed beneath: -

Subside and Olson etc, 2005

This venture depends on the review, which was done in the Kolkata city. The
principal target of the review is to think about Milk & Dairy Products, to
examine buyer fulfilment and Market Potential of Milk & Dairy Products.
Report contains a concise presentation of Milk & Dairy Products.

This report obviously makes reference to target of the investigation and the
examination procedure used in assortment of the essential information. The
information assortment strategy utilized is survey in which the kinds of inquiries
utilized are close finished. As indicated by Westbrook and Reilly (1983),

36
consumer loyalty is "an enthusiastic reaction to the encounters gave by, related
with specific items or administrations bought, retail outlets, or even molar
examples of conduct, for example, shopping and 53 purchaser conduct, just as
the general commercial centre".

Different arrangements of poll have been set up to know the inclinations of

customer s about the Kinley. The examination territories Kolkata city. This
undertaking uncovers one of the significant discoveries like an ever-increasing
number of showcases of the window recruiting and can be given to the retail
outlets.

Capricious and changing persistently changing; while at the same time

attempting to under attempt to see how individual or gathering settle on their
choice to spend their accessible assets on utilization related things. These are
factors that impact the shopper previously, during, and after a buy (Schiff man
and Kanuk, 1997), for instance, criticism, from different clients, pressing,
publicizing, item appearance, and value (Peter and Olsonetc, 2005).

"India report section 5: AMUL, India's main dairy brand"

Published: April 11, 2006 reference www.milk production.com

This article expresses the state of milk creation and its utilization in the nation.
How the advancement occurred in the market that buyer began moving from
free non marked milk to bundled marked milk, this has profited numerous
organizations particularly Amul as they spearheaded the fragment.

Indian consumers are progressively indicating an inclination for bundled dairy

items, because of sanitation concerns. This clarifies to a limited extent why the
incomes of AMUL's buyer scope of bundled dairy items developed by 11.8% in

37
the last budgetary year. The business income of purified savoring milk plastic
pockets under the AMUL brand rose in 2004/05 by no under 36%. This ascent
was inferable mainly to the effective presentation of AMUL milk 54 over a year
back in the Indian city of Kolkata (earlier Calcutta), home to a great many
individuals. On account of this achievement, the purified milk pockets are the
greatest supporter of AMUL's absolute turnover. In the 2004/05 money related
year, this range acquired a turnover of INR 6.26 billion or EUR 125 million.

As the nation's biggest co-employable dairy, AMUL has built up a two-

dimensional procedure to address this issue and create national nearness.
Initially, a year ago AMUL extended its dispersion system to incorporate a
portion of India's littler urban communities. In this manner, the co-employable
has reacted rapidly to quickly changing economic situations. Arranged all over
India, these littler urban communities are currently encouraging markets with
extraordinary buying power as the earnings of India's white-collar class are
quickly rising and the happier provincial families are relocating to these creating
urban communities.

In the last budgetary year AMUL has presented about 900 food wholesalers in
these littler urban areas to its item run. 'This activity has just begun yielding
outcomes. What's happening that we might want to converse with other co-
employable dairy organizations? The vast majority of them are additionally
sorted out by state following the Anand model. Our point of view is clear. They
think about milk handling and we think about showcasing.

They can keep on creating dairy items that we will sell under our solid AMUL
and SAGAR brands. Along these lines, our accomplices will have the option to
piggy-back on the achievement of AMUL's regularly growing appropriation
arrange.' He predicts a future wherein the players in India's co-usable dairy

38
world

39
progressively collaborate to offer the Indian buyer a wide scope of dairy items.
It is totally evident to him that AMUL will be a 55 main impetus in forming this
new future. 'AMUL is India's most established dairy brand. But it is in excess of
a brand. It is likewise an issue of conviction.

Faith in the co-employable, in a dairy world claimed by the dairy ranchers. That
is significant in light of the fact that they and the remainder of the populace in
the towns must be pulled up to a better quality of living,' says AMUL chief
Khanna, talking directly from the heart. Mithai is a case of Indian desserts made
with improved consolidated milk. As AMUL conveys this item in jars, it has a
time span of usability of nine months and can be put away outside the cooling
chain.

Article from India Dossier, ZuivelZicht - 14 December 2007

"INDIA'S TOP BRANDS"

"AMUL'S ADVERTISING AND MARKETING SPEND HAS NEVER

EXCEEDED 1% OF ITS REVENUES"

By Rajeshwari Sharma 25 Aug 2007.

'Media', brand consultancy Asian Integrated Media Ltd and statistical surveying
organization Synovate done this review on the top brand in Asia, among this
Amul comes one of the best Indian business firms. It is on the grounds that
Amul's system of utilizing "umbrella marking" has paid off. As per R.S. Sodhi,
boss senior supervisor, GCMMF. "Our quality originates from consistency, trust
and importance of our items." Sodhi asserted that Amul's promoting and
showcasing spend has never surpassed 1% of its incomes. Most other food
organizations burn through 6-7% of incomes on publicizing and showcasing, he
included. "They (GCMMF) are not enormous spenders contrasted with
Britannia or Nestle. Regardless of a restricted spending plan, Amul's
40
imaginative—as announcements

41
or the Taste of India 56 crusade—have consistently figured out how to summon
an overwhelming brand feel, consistency and soul of Indian culture in a
contemporary manner," said Shashi Sinha, official chief, FCB Ulka, GCMMF's
publicizing organization.

'We may wind up contacting a turnover of Rs 20,000 Cr by 2015'

42
 CHAPTER-5
RESEARCH METHODOLOGY

5.1 : MULTIPLE CHOICE QUESTIONS

There are various kind of questions out of all multiple-choice question has been
chosen as this type of question offer the respondents an option or alternative to
select the most suitable choice from the stated ones as the correct solution for
the stated problem. It has several advantages as it better for time constraints
thereby avoid time consumption as it is easy in approach, faster and save time
also known as less biased. It also makes the task simple and easy as the
calculating or tabulating results is quite approachable.

5.2 : OPEN END QUESTIONS

Taking suggestion from the respondent is also very important and open ended is
most suitable for the same as in such type of questions respondents are free to
write their own answer in their own words and express the key element or ideas,
they think are most relevant, such questions are perfect to be taken as a starter
one or opening question. It highlights the topic and underlined subject carried
across in the report and receive a common reaction.

5.3 : DICTHOMUS

The most commonly used type of question or dicthomus are type of questions
which are Boolean in nature or retrieval of information. They are the one having
a direct solution for the stated problem and respondents are supposed to
response in a straight way. That means the answer can only be either ‘Yes” or
“no” or ranking basis.
43
5.4 : RESEARCH DESIGN FOLLOWED

There are several research designs followed by the researcher. They are as
follows:

 Fundamental Research
 Exploratory Research
 Explanatory Research
 Descriptive Research

In this project report Descriptive Research design has been used, this type of
research design is used as it includes significant part of market and its
functionaries in the research. The intention is to project a perfect articulated
picture of the market forces in different areas of working existing in the
business environment.

This research design is highly rigorous in comparison to other research design

especially exploratory research design and helps in explaining the product
features and the consumer of the same, highlights the number of product users
and consumers from the crowd taken as the population for finding the same and
to state the prospective lead and demand of a product.

In comparison to exploratory research, descriptive research design, identify and

define the problem, respondent for the research survey and the techniques of
dissection for pre collection period. To say in simple language, it should include
the entire question as what to find, how to find, where to find, when to find,
who to surveyed, why to find in connection to the report.

44
5.5 : SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design highlight a systematic and well-crafted planning for receiving

the required result. Random Sampling is followed in the research as they are
most suited as per the requirement. Marketing research need a more precise and
well identified system therefore a proper segmentation of population is needed
to select a best suited group of respondents from entire crowd.

In the technique used for sampling all consider items are taken in the targeted
population in comparison to individual which is known as random sampling
technique. While sampling the mortal being it is mostly used. In the case as a
full fledge list is not available it is known as area sampling method.

5.6 : NONDISGUISED, STRUCTURED TECHNIQUES

The non-structured methods for measuring the consumer and user’s perception
& behaviour are the major areas of identification in exploratory research; the
researcher is trying to find out the required elements of the stated product and
the decision correspondence to buying the product by the consumer.

A structured technique helps to get precise and accurate system of measuring

objectives, which is more suitable and can be easily compared from a scaling
unit. Scaling is used to check the objectivity of attributes and attitude sustained
in the behaviour and further development of other scaling units can be carried
out.

5.7 : SAMPLING METHODS

Sampling method will define the quality of responses received and for the same
a proper well-structured plan to receive or get the required elements from the
entire population is needed. Random Sampling is followed in the research as
they are most suited as per the requirement. The entire area or location of

45
research is

46
categorized and subdivided into smaller units as the major area of working is
Noida and for the responses also Noida.

5.8 : RANDOM SAMPLING

Random sampling is a method of choosing a sample of observations from a

population to make assumptions about the population. It is also called
probability sampling. The counterpart of this sampling is non-probability
sampling or Non-random sampling.

5.9 : SAMPLING
1. Sampling Technique: Random sampling is a part of the sampling technique
in which each sample has an equal probability of being chosen. A sample
chosen randomly is meant to be an unbiased representation of the total
population.

2. Sample: Consumer who purchase Amul product and prospective customer.

3. Sample size: No. of responses received i.e.; respondent responded (whose

age is between 18 yrs. to 40+ yrs.)

4. Data analysis method: Out of all the available methods the most used one
i.e., graphical method is considered over here.

5. Area of survey: The company operates in Noida therefore Noida has been
chosen as the area of survey.

47
 Methodology

HEADS Information
Project Research Type Descriptive Research
Data Sources Primary Data, Secondary Data
Research Approach Survey Method
Research Instrument Questionnaire
Data Analysis Logical Analysis
Sampling Procedure Random Sampling
Sample Size 115
Geographical Location Noida
Duration of the Survey 8 Weeks

48
 Chapter – 6
Data Analysis & Interpretation

As we know that data analysis is a process of inspecting, cleansing,

transforming and modelling data with the goal of discovering useful
information, informing conclusions, and supporting decision-making. In this
project, I conduct a survey, which is -:

Age Group No. of people Interpretation – According to this result the

18-20 3
21-23 51
consumer belongs to all age group categories and
24-26 39 the highest percentage (28.7%) belongs to age 21
27-29 11
30-32 7 & 23.
33-35 2
36-38 0 As my sample collection area is Noida so most our
39-41 0
42-44 1
sample age group between 21-23.
45-47 1

49
 Column1

Mean 24.72173913
Standard Error 0.377786686
Median 24
Mode 22
Standard Deviation 4.051310869
Sample Variance 16.41311976
Kurtosis 8.937664963
Skewness 2.512759872
Range 27
Minimum 18
Maximum 45
Sum 2843
Count 115
Largest(1) 45
Smallest(1) 18
Confidence Level(95.0%) 0.748392516

Total
60

50

40

30
Total

20 Linear (Total)

10

0
18-2021-2324-2627-2930-3233-3536-3839-4142-4445-47
-10

50
Interpretation – Here most of the customer from Urban areas.

51
Interpretation - The Demand for Milk in the market. It has been found that
the highest number of respondents have selected the preferred mode of using
Milk. As almost 51.3% of the respondent that they use Buffalo Milk in their life.

Interpretation - Highlight the Demand of Pouch Milk. It is observed that

majority of the respondents doesn't buy Loose Milk. The demand of Loose Milk
is very low in the market in comparison to Pouch Milk. Over all 75.7%
respondent selected the Pouch Milk.

Interpretation – 97.4% Customer consume the milk.

52
Interpretation - The customer commonly consumed Curd/Natural Yoghurt.
Highest number of respondents selected Curd/ Natural Yoghurt. 55.7% of the
respondent consumed Curd.

Interpretation - It highlights Buy Milk or Dairy Products. From the responses

received customer consume Milk & Dairy Products. 85.2% customer consume
on a daily basis.

53
Interpretation – Here is the result from the respondents they spend above 1000
Rs in Milk & Dairy Products. 62.6% of the customer spend above 1000 Rs.

Interpretation – Here is result from respondents the main reason of they

purchase milk & dairy products for Health Purposes.

54
Interpretation - It is majority of the response indicate that respondent is buy
the products from Neighbourhood Stores as 51.3% respondent.

55
Interpretation - It is majority of the response indicate that respondent is
reasonable and like to purchase the product of Amul. 61.7% respondent selected
Amul and prefer Amul to purchase Milk.

Interpretation - It is majority of the response indicate that respondent is

reasonable and prefer the brand due to Quality of Milk and Dairy Products.
85.2% respondent selected Quality to purchase the products.

56
 CHAPTER-7: RESULTS & LEARNING OUTCOMES
FINDINGS & CONCLUSION OF THE STUDY

Amul Industries:
Making this project has been a whole new journey in itself. Multiple new
concept ideas and measure surfaced in the last two months. Conductors Survey,
trying to know consumer perception through questionnaire has been
knowledgeable experience throughout. Various mode of working especially in
this difficult time of pandemic attack out break- Covid 19 has altogether
changed the way things work in the entire globe. Marketing concept has
immersed in a new form and digital marketing has taken the front seat. FMCG
sector has seen several up- downs in whole survey which related waves of new
opportunities and discarding age old concept Amul has been a great learning
place for me in the whole 2 months which enhanced the way I think and
operate.
INTERNSHIP OUTCOMES
In review this internship has been an excellent and rewarding experience. I have
been able to meet and network with so many people that I am sure will be able
to help me with opportunities in the future.
One main thing that I have learned in this internship is time management skills
as well as self-motivation. It is important to organize the day in a manner that
thing doesn’t get overlapped.
I learned that I have to be organized and have questions ready for when it was
the correct time to get feedback and going through several modes of distribution
channels which are adopted by the major FMCG company operating in the
country.
Altogether whole sellers, distributors & retailors are part of supply chain system
of the company. Method adopted for lead generation, installing canopy,
establishment of APO’s and creating awareness about the product.

Other things that I learned from the internship were:

 Corporate communication.

 Speeding up of desktop work.

57
  Knowledge of FMCG sector.

 Order identification and sales approach.

LIMITATIONS OF THE STUDY

 The research has been conducted only in Noida only due to limitation of
time period.

 Lack of proper experience on the part of the researcher in conducting

such studies in the past.

 Current study has been carried as the future demand and responses may
be uncertain to current one.

 Sample size was small because of time limitations and the area of study.

 Some of the respondents might have been biased which can be accidental
or intentional.

 The secondary information could not be gathered as much because of the

company policies.

 The demonstration has been done only through the help of pie charts and
bar graphs and no modern software has been used.

GUIDELINES FOR THE FUTURE RESEARCH

 Though the current study has been carried out in Noida only the future
studies can be done in a wider area or pan India.

 Better results can be found out if study is done by giving more time.

 Techniques other than judgement and convenience of sampling can also

be used.

58
 Higher number of responses can be carried out to get better results.

 The questionnaire distributions were done online to number of people

which can also be done offline in future to get better results.

REFERENCES
RESEARCH PAPERS-

 Analysis of product development and customer feedback by Gujarat Milk

Marketing Federation limited.

 Article from India Dossier, ZuivelZicht - 14 december 2005

 Anand yadav (2010), sinhgad institute of management, pune. 

 Bedi M. S., 1987, Deep & Deep Publications, New Delhi, Dairy
Development Marketing and Economic Growth.

 Distribution and promotion of amul fresh products” By -Sauhail Khan

 Deepak Shah, Sep. 27 ‐ Oct. 3, 1997; Economic and Political Weekly,

Vol. 32, Co‐operative Dairying in Maharashtra: Lessons to Be Learned.

 “India report part 5: AMUL, India’s number-one dairy brand” Published:

April 11, 2006. Reference www.milk production.com.

 “India’s top brands” “Amul’s advertising and marketing spend has never
exceeded 1% of its revenues” By Rajeshwari Sharma Sat, Aug 25 2007

 K.C. Repate, V.J. Kamble, Hassan Bin Awaz and B.M. Thombre, 2010,
Journal of Dairying, Foods and Home Sciences Volume: 29, Studies on
Preparation of Flavoured Milk from Cow Milk Blended with Safflower
Milk.

59
 K.C. Repate, V.J. Kamble, Hassan Bin Awaz and B.M. Thombre, 2010,
Journal of Dairying, Foods and Home Sciences Volume: 29, Studies on
Preparation of Flavoured Milk from Cow Milk Blended with Safflower
Milk.

 Market survey to understand customer perception about “Milk & Dairy

Products” (mmm 2009- 2011).

 31Makarand Prabhakar Gulawani, 1994,Ph. D. thesis, Marketing of Dairy

products in Maharashtra with special reference to Warana Dudh Sangh,
University of Pune.

 Misal Dilip Mohanrao, 2003, Ph.D. Thesis, Study of Cooperatives Dairy

sector in Maharashtra, Rashtrasant Tukadoji Maharaj University, Nagpur.

 Manob Kanti Bandyopadhyay, 1990, Ph. D. thesis, Dairy Co‐operative

and Rural Development, North Bengal University. 33S. T. Patankar,
1998, Ph.
D. thesis, A 96 study of rural marketing with reference to Mechanized farm
equipment in Weston Maharashtra, Shivaji University Kolhapur.

 Manob K Bandyopadhyay, 1994,Uppal Publishing House New Delhi,

Dairy co‐ operative rural development in India.

 Mascarenhas R. C., 1988, Sage Publication New Delhi, Strategy for Rural
Development: Dairy Cooperatives in India.

60
  Misal Dilip Mohanrao, 2003, Ph.D. Thesis, Study of Cooperatives Dairy
sector in Maharashtra, Rashtrasant Tukadoji Maharaj University, Nagpur.

 Rao V. M., 2004, Anmol Publication New Delhi, Empowering rural

women: Through dairy Cooperatives.

 Rajesh Sonar, 2004, Electronic Journal of Polish Agricultural Universities,

A Comparative Analysis of Dairy Cooperatives According to Quality of
Management and Production.

 Sanjay Verma, Journalist, article in Sautu Sankalp, 17‐1‐2009; Dairy

Cooperatives in India.

Web or URL Links:

 http://en.wikipedia.org/wiki/Food_industry
 http://www.indianfoodindustry.net/
 https://www.scribd.com/doc/105811111/Amul-Company-Profile
 http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6120
 https://amul.com/products/amul-shakthi-info.php
 https://bstrategyhub.com/swot-analysis-of-amul-swot-analysis/
 http://heartofcodes.com/bcg-matrix-of-amul/

Books:

 Kotler Philip, “Marketing Management”

 Kothari C.R., “Marketing Research”

61
Appendix-

Survey Sheet
Consumer Perception

I am DHRUV SHARMA, a PGDM student request you to fill the required

information. This survey sheet is created to conduct the market research on
consumer perception on milk and dairy products, and its understanding through
development, growth and strategies considered.

Dhruv Sharma
PGDM Student
Noida Institute of Engineering and Technology

Name: …………………………………………………………….
Email Id: ………………………………………………………….
Age: …………………………………………….
Gender: Male Female Others

1: In what area do you live?

 Urban
 Rural
2: What milk choices do you prefer?
 Cow Milk
 Buffalo Milk
 Goat Milk

62
  Others
3: What do you Consume?
 Pouch Milk
 Loose Milk
 Others
4: Are you satisfied with the milk you are consuming?
 Yes
 No
5: What is the range of Dairy Products most commonly consumed by you?
 Cheese
 Butter
 Panner
 Curd/ Natural Yoghurt
6: How often do you buy milk or dairy products?
 Daily
 Weekly
 Monthly
 Occasionally
7: Your monthly expenditure in Milk or Dairy Products in (Rs)
 100 – 200
 200 – 500
 500 – 1000
 Above 1000
8: What is the main reason for purchasing dairy products?
 For Health
 For Taste
9: What method of packaging do you prefer for Dairy Products?
 Packaged Dairy Products
 Unpackaged Dairy Products
10: Where do you prefer to buy Dairy Products?
63
  Hypermarket, Supermarket
 Specialist Store
 Neighbourhood Stores
 Markets
 Other Places
11: Which brand do you prefer to buy Milk?
 Amul
 Mother Dairy
 Namaste India
 Paras
 Others
12: Why do you prefer this brand due to?
 Quality
 Taste
 Price
 Availability

64
World Milk Day Celebration in Amul

65
66