Field survey synopsis

A comparative study on consumer preference toward Milk

Brands – Amul, Mother Dairy and Parag in Varanasi region

Under the supervision of Submitted by

Mr. VEERESH TRIPATHI Priya Keshari
Assistant Professor MBA2210175
 CONTENTS

Sr. No. Topic Page No.

1 Introduction 03
2 Project Objectives 04
3 Research Methodology 05
4 Relevance of the Research 06
5 Limitations of the Research 07
6 Bibliography 08
 Introduction
AMUL

AMUL : (ANAND MILK UNION LIMITED )It was formally registered on December 14, 1946. Its objective was to
provide proper marketing facilities for the milk producers of the district. The Union began pasteurizing milk
in June 1948, for the Bombay Milk Scheme – just a handful of farmers in two village co-operative societies
producing about 250 litters a day.
MOTHER DAIRY
Mother Dairy was commissioned in 1974 and is a wholly owned subsidiary of the National
Dairy Development Board (NDDB). It was an initiative under Operation Flood, the world's
biggest dairy development program launched to make India a milk sufficient nation.

PARAG

Parag Milk Foods is an Indian company that manufactures, markets and sells milk and milk
products. The company is India's second largest producer of cheese under its brand Go
and the country's largest producer of cow ghee under its brand Govardhan.
 OBJECTIVES

• To identify the factors that influence consumer buying behavior with

reference to Packaged Milk Brands in Varanasi.

• To assess the buying frequency and consumption pattern of branded milk

in Varanasi.

• To Identify most preferred dairy brand of packaged milk among Amul,

Mother Dairy & Parag by consumers in Varanasi.
 RESEARCH METHODOLOGY

Types of Research Description

Data type Primary data

Sampling size 100

Sampling method Survey

Data collection tool Questionnaires

Data analysis and technologies used Tables and graphs

Universe of study Resident of Varanasi

 RELEVANCE OF THE RESEARCH

Nowadays in this competitive era of a market, there are a number of

brands introducing their homogeneous nature of products in the markets
with minimum differences in their products from their competitive
brands.

Similarly in milk brands also there are many numbers of brands

providing kinds of milk like AMUL, Mother Dairy, Parag, etc and all claim
the best qualities & prices.

So, with the help of this survey, we get to know which milk brands are
best in quality at reasonable prices.
 LIMITATIONS OF THE RESEARCH

• Biasness of the respondents may be there.

• Availability of time is limited.

• Cooperation of the respondents may vary.

• Very small sample size as compared to the population.

 Wikipedia
Googlesearch
BIBLIOGRAPGHY
Byjus
Quora