BUSINESS RESEARCH METHODS

REPORT
ON

Study of Consumer Behaviour of Amul Products

Submitted by-

Rohit Mali (F-02)

Suraj Mali (F-03)
Aditya Mandade (F-04)
Rohit Mandhalkar (F-05)

UNDER THE GUIDANCE OF

Dr. Akshata Sakhawalkar

SUBMITTED TO

SAVITRIBAI PHULE UNIVERSITY

FOR THE COURSE

MASTERS IN BUSINESS ADMINISTRATION

(2022-2024)

SINHGAD INSTITUTE OF MANAGEMENT

VADGAON BK,PUNE 411041

 INDEX

Sr. TITLE PAGE

No. No.

1 INTRODUCTION 2

2 SIGNIFICANCE OF STUDY 3

3 RESEARCH OJECTIVE 4

4 LITERATURE REVIEW 5-8

5 RESEARCH METHODOLOGY 9

6 DATA ANALYSIS 10-26

7 FINDINGS 27

8 SUGGESTIONS 28

9 CONCLUSION 29

10 BIBLIOGRAPHY 30
 INTRODUCTION

Consumer buying behaviour is the sum total of a consumer's attitudes, preferences,

intentions, and decisions regarding the consumer's behaviour in the market place
when purchasing a product or service. The study of consumer behaviour draws upon
social science disciplines of anthropology, psychology, sociology, and economics.
Consumer behaviour is broadly studied field. It lets the companies understand how
consumer decides about buying their product or acquiring services. Marketing
managers are always interested to know more about consumers’ behaviour so they
can prepare better communication and advertising campaigns and messages about
their products and services. Consumer makes buying decision every day and many
people don’t even know the factors which derive them to this decision. Usually the
factors affecting consumer buying behavior include psychological, social, cultural
and Buying the new home cleaning service involves consumers’ research for the best
option available and it might take various factors in account in its decision-making
process. This thesis is about studying which factors of social, cultural, personal or
psychological characteristics has the most effect on consumer decision making
process when selecting home cleaning service company. The research work is carried
out to highlight the important elements for customers in the household and let the
service provider understand overall picture of customer behaviour
towards the Amul company with the help of understanding the factors affecting
consumer behaviour for choosing a certain service provider. Better understanding of
consumer behaviour would let the marketers make the service structure as desired and
attractive for the household customer and maintain business activities according to
customer demands. This research work would let the customer record their voice in
understanding the companies what kind of service do they want which can improve
their life quality with the tailored services by the service provider
 SIGNIFICANCE OF STUDY

Amul product is one of the important products which is used all over the world.
Consumer buying behaviour is an important element in the marketing activity. This
study is used to calculate various opinions of the consumers who is using Amul
products. This shows the purchasing level of the product. The company can come to
know about the strength and weakness of the product. This will help to know the
needs and wants of every individual in the day to day life.
 RESEARCH OBJECTIVES

The main objective behind the selection of this topic is to analyse the effects of
consumer behaviour on Amul products.

1. To study the consumer buying behaviour towards Amul products.

2. To identify the brand awareness, problems and level of satisfaction of the
respondents in purchasing of Amul products.
3. To ascertain the factors influencing the purchase of Amul products.
4. To find out the socio-economic status of the consumers who is utilising Amul
products
 LITERATURE REVIEW

Dr. S.P. Savitha [1] , “A study on consumer preference towards ‘AMUL PRODUCT’
in Madurai city”. AMUL (Anand milk produced union limited) formed in 1946, is a
dairy co-operative movement in India. India largest food brand trusted Amul product
for its quality and product available at affordable price. Amul product enjoying No.1
position in dairy industry this stand to further strength its position. This research is
pretaining to find out the present consumer satisfaction of Amul product. Amul
product has a good reputation among the consumers in Madurai. So it can be
extended to supply rural area also. Mohit Jamwal, Dr. Akhilesh Chandra Pandey
[2] ,“Consumer behaviour towards cooperative milk societies: A Study on measuring
the customer satisfaction of` Aanchal’ milk (A Member milk union of UDFC
Ltd)”.The study on Consumer behaviour is the study of how individual make decision
to spend their available resources (time, money, effort) on consumption related items.
Customer satisfaction was measured across different attributes of the Ananchal milk
and the customer’s preference was checked across different parameters. This survey
on the sale of Ananchalmilk, it can be concluded that to evolve their production,
marketing and pricing strategies effectively. 1Dr. S. P. Savitha (2017), “A Study on
Consumer Preference Towards ‘Amul Product’ in Madurai City”, International
Journal of Current Research and Modern Education, Volume 2, Issue 1, pp. 41-46.
2Mohit Jamwal, Dr. Akhilesh Chandra Pandey (2014), “Consumer behaviour towards
cooperative milk societies: A study on measuring customer satisfaction of ‘Aanchal’
milk (A member milk union of UCDF ltd.)”, IBWL 2020: Needs & Strategies – A
Management Perspective.

Akhila D and Dr. C. Boopathi [3] ,”Consumer behaviour on Aavin milk and dairy
products in Pollachi of Tamil Nadu”. Tamilnadu state is one of the ten largest milk
producing states in India. The aim of the study is reveal consumer perception over
Aavin milk products based on their age, education, qualification and monthly income
of the consumer’s family. Many people buy Aavinmilk for its quality than the price.
If the Aavin product is too high than other brands. The aavin take necessary steps to
satisfy their consumers. Dr. P. Rengarajan, R. Sathya and R. Gothami [4] ,”Buying
behaviour of selected branded milk products”. Dairy products is one of the important
thing used nowadays in urban and rural areas. Although the country has emerged as
the largest producer of milk in 90’s. Market size is increasing day by day and the
demand for that product is araising. So, the companies need a proper distribution
network for avaidability of product at demand. Mrs. Sonali Dhawan [5] ,”A study on
consumer behaviour towards various branded and non-branded milk with special
 LITERATURE REVIEW

reference to Jabalpur district in Madhya Pradesh”. Consumer behaviour can be

defined as the behaviour that consumer display in searching for purchasing, using,
evaluating and disposing of products and services that they expect will satisfy needs
and wants. But there is a lack of awareness among the consumer about milk they are
consuming. The campaign has to be run by the companies how they pasteurized the
milk and how hygienic it is to use branded milk.
 RESEARCH METHODOLOGY

Place of Study
The purpose of study is to determine consumer behavior of Amul
products. The data is been gathered randomly from various age groups
from different profession through survey questionnaire.

Following is the Questionnaire :-

1. What is your age ?

2. what is your gender ?
3. How often do you consume Amul product ?
4. Which of the following Amul products have you consumed
in past month ?
5. What is the main reason you purchase Amul products ?
6. Where do you usually purchase Amul products ?
7. How many rupees would you like to spend on Amul
products (Monthly) ?
8. How much are you willing to pay for an Amul product compared to a
similar product from another brand ?
9. How likely are you to recommend Amul products to a friend or
family members ?
10.What improvement would you like to see in Amul Products ?

Population:

Through questionnaire we get 115 respondents. The main aim of

selecting diverse group of population (respondents) from various age
groups is to get opinion from a diverse group of people so that result can
be generalized on a vast group of population.

Sample Unit :- 115 Respondents

 DATA ANALYSIS

Preview of the form

By gathering the above personal details we managed to get huge no of

responses from various respondents.
The respondents were asked following questions and they had to answer by
selection an appropriate option as per their preferences.

Question No.1 :- What is your age ?

1) Age Group
18-24 years group covers 74%
25-34 years group covers 15 %
Above 45 years group covers 11%
 QuestionNo.2 :- what is your gender ?

Gender Based
Male 64.4%
Female 34.2%
Prefer not to say 1.6%
Question No.3 :- How often do you consume Amul product ?

1) Consumption of Amul product

Daily 23.3%
Several times a week 35.6%
Once a week 15.1%
Several times a month 11%
Rarely 15.1%
 Question No.4 :- Which of the following Amul products have you consumed
in past month ?

Amul product consumed by consumers

Milk 70.1%
Butter 53.2%
Cheese 28.6%
Ice-cream 68.8%
Yogurt 29.9%
Ghee 31.2%
Chocolate 42.9%
Question No.5 :- What is the main reason you purchase Amul products ?

Main reason to purchase

Quality 70.1%
Brand Name 7.8%
Taste 11.7%
Health benefits5.2%
 Question No.6 :- where do you usually purchase Amul products ?

Consumers usually purchase the Amul products from

Purchases from Local grocery store 49.9%
Purchases from Dairy 31.6%
Purchases from Supermarket 17.7%
Question No.7 :- How many rupees would you like to spend on Amul
products (Monthly) ?

Rupees spend on Amul products

44.3% consumers spends 200-400 Rs
24.1% consumers spends 401-600 Rs
13.9% consumers spends 601-800 Rs
7.6% consumers spends 801-1000 Rs
Question No.8 How much are you willing to pay for an Amul product compared to a
similar product from another brand ?

Willing to pay for Amul products compared to similar products from another brands.
36.7% of consumers are willing to pay more than 10% more.
25.3% of consumers are willing to pay more than 5-10% more
26.6% of consumers are willing to pay about the same as Amul
7.6% of consumers are willing to pay 5-10% less than Amul
Question No.9: How likely are you to recommend Amul products to a friend or
family members ?

Likely to recommend Amul product to friend and family members

54.4% consumers somewhat likely to recommend the Amul product
32.95 % consumers very likely to recommend the Amul product
11.4% consumers are neither likely nor unlikely to recommend the Amul
product.
Question No.10: What improvement would you like to see in Amul Products ?
 FINDINGS

From the Survey we able to find the following findings.

1) Age Group
18-24 years group covers 74%
25-34 years group covers 15 %
Above 45 years group covers 11%

2) Gender Based
Male 64.4%
Female 34.2%
Prefer not to say 1.6%

3) Consumption of Amul product

Daily 23.3%
Several times a week 35.6%
Once a week 15.1%
Several times a month 11%
Rarely 15.1%

4) Amul product consumed by consumers

Consumption of Milk 70.1%
Consumption of Butter 53.2%
Consumption of Cheese 28.6%
Consumption of Ice-cream 68.8%
Consumption of Yogurt 29.9%
Consumption of Ghee 31.2%
Consumption of Chocolate 42.9%

5) Main reason to purchase

For the Product Quality 70.1%
Because of Brand Name 7.8%
Due to Taste 11.7%
For the Health benefits 5.2%

6) Consumers usually purchase the Amul products from

Purchases from Local grocery store 49.9%
Purchases from Dairy 31.6%
Purchases from Supermarket 17.7%
[Type here]

7) Rupees spend on Amul products

44.3% consumers spends 200-400 Rs
24.1% consumers spends 401-600 Rs
13.9% consumers spends 601-800 Rs
7.6% consumers spends 801-1000 Rs.

8) Willing to pay for Amul products compared to similar products from another
brands.
36.7% of consumers are willing to pay more than 10% more.
25.3% of consumers are willing to pay more than 5-10% more
26.6% of consumers are willing to pay about the same as Amul
7.6% of consumers are willing to pay 5-10% less than Amul

9) Likely to recommend Amul product to friend and family members

54.4% consumers somewhat likely to recommend the Amul product
32.95 % consumers very likely to recommend the Amul product
11.4% consumers are neither likely nor unlikely to recommend the Amul
product.
coc CONCLUSION
As per the study done towards the Amul product the consumption of the Amul
products are high when compared to other products. The buying behaviour is positive
which reveals that the buying behaviour of the consumers is high. The promotional
strategies of the product can be improved to increase the sale of the company as
much. Thus the project conclude that the buying behaviour of the consumers are
positive, so the product has a good reach in Coimbatore city. aching ability.