AN ANALYSIS OF PRODUCT MIX OF AMUL

AND

CUSTOMER PERCEPTION ABOUT THE BRANDS

PROJECT REPORT

Submitted to Mahatma Gandhi University in partial fulfillment

of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by
ADITYA VARGHESE

Reg. No. 190031000609

Under the guidance of

PROF. Dr. SUDEEP B CHANDRAMANA

Faculty Guide

Accredited by NAAC with ‘A’ Grade

DEPARTMENT OF MANAGEMENT STUDIES

MAR ATHANASIOS COLLEGE FOR ADVANCED STUDIES TIRUVALLA

2021
 MAR ATHANASIOS COLLEGE
FOR ADVANCED STUDIES
TIRUVALLA
Ph: 0469 2730323 Fax: 0469 2730317 macfast@macfast.org

www.macfast.org

CERTIFICATE

This is to certify that the project report entitled “AN ANALYSIS OF

PRODUCT MIX OF AMUL AND CUSTOMER PERCEPTION ABOUT
THE BRANDS” is a bonafide report of the project work undertaken by Aditya
Varghese, fourth semester MBA student of our college during a period of 8
weeks commencing from 1st April to 30th May, 2021.

Faculty Guide & Dr. Sudeep B. Chandramana

Head, Dept. of Management Studies

Rev. Dr. Cherian J. Kottayil University Examiner

Principal

2
 DECLARATION

I hereby declare that this project report entitled “AN ANALYSIS OF

PRODUCT MIX OF AMUL AND CUSTOMER PERCEPTION ABOUT
THE BRANDS” is a bonafide report of the study undertaken by me, under
the guidance of, Dr. Sudeep B. Chandramana, Department of Management
Studies, MACFAST, Tiruvalla.

I also declare that this project report has not been submitted to any other
University or Institute for the award of any degree or diploma.

Place: Tiruvalla
Date : 30.05.2021 Aditya Varghese

3
 ACKNOWLEDGEMENT

First of all, I am indebted to the God Almighty whose immense power made this project a
success. Without you nothing is impossible.

I would like to thank our Principal Rev. Dr. Cherian .D. Kottayil for giving me this
opportunity to complete my internship and I also want to extend my gratitude to our HOD,
Prof. Dr. Sudeep B. Chandramana and our class teacher, Dr. Neethu Ann Georgie who
supported me.

I highly obliged to thank my guide Dr. Sudeep B. Chandramana, who guided me

throughout, reviewed my ideas and gave me feedback which helped me complete this
internship.

I also owe a debt of gratitude to my parents and friends for their valuable support rendered to
me and I am thankful to all of them without I could not finish this project.

4
 LIST OF TABLES
Table No. Title Page No.
5.1 Showing age of respondents 55

Showing the no: of respondents

5.2 56
buying from modern stores
Showing the no: of respondent‘s
5.3
preference of milk brand 57

Showing how Amul products are

5.4 58
known to respondents
Showing respondents
5.5 59
consumption of Amul products

5.6 Showing the off take of products 60

Showing whether Amul products

5.7 61
are worth the price
Showing the factors affecting the
5.8 62
buying power
Showing whether they switch over
5.9 63
Amul products

Showing the respondents

5.10 satisfaction with the quality of 64
Amul products

5.11 Showing whether Amul parlours

should be set up 65

5.12 Showing whether Amul are

reasonable priced 66

5.13 Showing whether Amul products

are suitable packed 67

5.14 Showing consumers satisfaction

68
with the quality of Amul products

Showing consumers perception 68

5.15
whether Amul are reasonable
priced

5
 LIST OF FIGURES

Fig. No. Title Page No.

2.1 Amul Business Model 19

5.1.1 Chart showing age of respondents 55

Chart showing the no: of respondents

5.2.1 56
buying from modern stores
Chart showing the no: of
5.3.1
respondent‘s preference of milk 57
brand
5.4.1 Chart showing how Amul products
58
are known to respondents
Chart showing respondent‘s
5.5.1 59
consumption of Amul products

Chart showing the off take of

5.6.1 60
products
Chart showing whether Amul
5.7.1 61
products are worth the price
Chart showing the factors affecting
5.8.1 62
the buying power
Chart showing whether they switch
5.9.1 63
over Amul products

Chart showing the respondents

5.10.1 satisfaction with the quality of 64
Amul products

5.11.1 Chart showing whether Amul

65
parlours should be set up

Chart showing whether Amul are

5.12.1 66
reasonable priced

Chart showing whether Amul

5.13.1 products are suitable packed 67

6
 CONTENTS

Page No.

ACKNOWLEDGEMENT 4

LIST OF TABLES 5

LIST OF FIGURES 6

Sl.No. CHAPTERS
1. Introduction – Statement of the Problem 10-12

1.1 Background of the Study 11

1.2 Statement of the Problem 11

12
1.3 Relevance & Scope of the Study
12
1.4 Objectives of the Study

2. Industry Profile
13-27
2.2 Business Process of the Industry
14
2.2 Market Demand & Supply – Contribution to GDP – Revenue
Generation 18
2.3 Level and Type of Competition – Firms Operating in the
Industry 21
21-22
2.4 Pricing Strategies in the Industry
22
2.5 Prospects and Challenges of the Industry
23
2.6 Key Drivers of the Industry 26

7
 3. Review of Literature 28-43

3.1 Brief Theoretical Construct related to the Problem 29

3.2 An Overview of Earlier Studies 37

3.3 Uniqueness of Research Study
42

4. Methodology of the Study 44-53

4.1 Research Approach and design 45

4.2 Sources of Online Data 47

4.3 Sampling Design 49

4.4 Data Analysis Tools 50

4.5 Report Structure 52

4.6 Limitations of the Study 53

5. Data Analysis, Interpretation and Inference 54-69

6. Findings 70-72

7. Conclusion 73-74

Bibliography 75-78
Annexure 79-82

8
 AN ANALYSIS OF PRODUCT MIX OF AMUL
AND
CUSTOMER PERCEPTION ABOUT THE BRANDS

9
 CHAPTER 1

INTRODUCTION - STATEMENT OF THE PROBLEM

10
1.1 BACKGROUND OF THE STUDY

Marketing can get complicated and intricate at times. It is because of the complexity of the
human brain and the way it functions. Customers are dynamic in thought but tend to converge
while displaying certain emotions and behaviours.

A lot of these complex thoughts and behavioural patterns that the customers exhibit can be
combined into a concept called as customer perception.

It is arguably the most important factor that decides the success of a brand, product or a
company as a whole. How a particular brand or company is positioned also plays a vital role
in this. The characteristics of a brand and its personality play a big role.

Product mix, also known as product assortment or product portfolio, refers to the complete
set of products and/or services offered by a firm. A product mix consists of product lines,
which are associated items that consumers tend to use together or think of as similar products
or services.

Successfully expanding a product mix can help a business adjust to changing consumer
demand/preferences while reducing product risk and reliance on a single product or product
line. This, in turn, generates substantial profits for the firm. On the other hand, poor product
mix expansion can result in a detrimental impact on a company‘s brand image and
profitability.

1.2 STATEMENT OF THE PROBLEM

The objective of the study is to have an analysis on the product mix of Amul. The product
mix of a firm is crucial to understand as it exerts a profound impact on a firm‘s brand image.
Maintaining high product width and depth diversifies a firm‘s product risk and reduces
dependence on one product or product line. With that being said, unnecessary or non-value-
adding product width diversification can hurt a brand‘s image.

11
It is also to find out the customer perception about the brand. Customer Perception is
a marketing concept that tells us what customers think about a brand or a company or its
offerings. It can be positive or negative feelings, perceptions, inhibitions, predispositions,
expectations or experiences that a customer has.

1.3 RELEVANCE AND SCOPE OF THE STUDY

The main purpose of this study is to analyse the product mix of amul and customer perception
about the brand. This study is needed to find how the varieties of products in amul and how it
affects the customer perception about the brand. It is also to find out how amul is keeping up
its brand image.

Why product mix is important?

The product mix is one of the most critical instruments the company has. It is the centre of its
offerings. Therefore, the right product mix decisions should be taken, in line with customer
needs. Since customer needs may change rapidly, product mix decisions need to be taken
more than once at the beginning – product mix decisions are part of an ongoing process. Only
if product mix decisions are taken on an ongoing basis, maximum value for customers can be
created.

Why customer perception is important?

 Attract new customers.

 Retain existing customers.

 Boost internal morale.

 Hire the best talent.

1.4 OBJECTIVES OF THE STUDY

 To analyse the product line of amul

12
 To find the customer perception about amul

 To find how product line is affecting the customer perception about the brand.

CHAPTER 2

INDUSTRY PROFILE

13
2.1 BUSINESS PROCESS OF AMUL

Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat. The word
'Amul' is derived from the Sanskrit word ‗Amulya‘ which means priceless or precious.

Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), a cooperative body that comprises 3.6 million milk producers of Gujarat
today.

Amul started India's White Revolution that made India the world's biggest maker of milk and
milk products. Amul was founded by Tribhuvandas Patel under the direction of Sardar
Vallabhbhai Patel, the first deputy prime minister of India.

The Kaira District Milk Union Limited was then conceived in 1946. Tribhuvandas headed the
organization until his death in the 70s. He spoke to Dr. Verghese Kurien in 1949 and
persuaded Dr. Kurien to assist in the mission of White Revolution. Dr. Verghese Kurien is
widely considered as the Founder of Amul.

Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of

local milk producers by the dealers and the agents of the main dairy of that time,
the Polson dairy. The price of milk was randomly determined. The government had given
monopolistic rights to Polson to collect milk from Kaira dairy farmers and supply it to the
city of Mumbai.

Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai Patel under
the administration of their leader Tribhuvandas K. Patel. Sardar Patel advised them to frame
an organization, i.e., Kaira District Co-usable Milk Producers' Union (KDCMPUL), and
supply milk directly to the Bombay Milk Scheme rather than relying on Polson. He sent
Morarji Desai to sort out the issues faced by the farmers.

14
Milk collection was decentralized as most of the makers were minor farmers who could
provide 1–2 liters of milk each day. Cooperatives were framed for every town.

By June 1948, KDCMPUL had begun pasteurizing milk for the 'Bombay Milk Scheme'.
Under the leadership of Tribhuvandas Patel, Amul celebrated its 25th Anniversary in 1973
with Morarji Desai, Maniben Patel, and Verghese Kurien.

The cooperative was additionally created and headed by Dr. Verghese Kurien with H.M.
Dalaya. Dalaya's innovation of making skimmed milk powder from buffalo milk for the first
time in the world and then making it on a commercial scale with Kurien's help led to the first
modern dairy of the cooperative at Anand (Gujarat). It competed against many established
market players.

Within a short period, the success at the cooperative's dairy spread to Anand's neighborhood
in Gujarat. Thus, five unions in other districts like Mehsana, Banaskantha, Baroda,
Sabarkantha, and Surat were set up by following the approach sometimes referred to as the
'Anand pattern'.

In 1970, the White Revolution of India began. In 1973, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), an apex marketing body of these district cooperatives,
was set up to combine forces and expand the market while saving on advertising and
avoiding internal competition. The Kaira Union, which had the brand name Amul with it
since 1955, transferred the name to GCMMF.

Since then, GCMMF has become the largest food products marketing organization in India. It
is the leading organization of the dairy cooperatives in Gujarat. GCMMF is responsible for
the exclusive marketing of products falling under 'Amul' and 'Sagar' brands.

Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic
network that links more than 3.1 million village-manufactured milk products with millions of
consumers in India.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant
in Mogar, Anand near its headquarters.

Amul - Business Model

15
Amul pursues a unique plan of action in which 'esteem for cash' items are given to its
purchasers while securing the premiums (as a proprieter) of the milk-producing farmers who
are its providers. As milk is a transient item, the rancher could endure a misfortune on the
off-chance that it isn't sold before the part of the bargain.

Fig 2.1 Amul Business Model

Structure of the Organization

The cooperative model used by Amul came to be known as the "Anand design" cooperative
framework. It is a three-level structure that involves town social orders, region level dairy
associations, and a state-level organization. Every level is financially free of the others and
involves agents selected from the level below it.

16
Situated in the town of Anand, the Kaira District Milk Cooperative Union (Amul) has grown
exponentially. It held hands with other milk cooperatives in Gujarat and now covers 2.12
million farmers, supporting 10,411 towns' milk. It focuses on fourteen area-level plants
(associations) under the general supervision of GCMMF.

Since the beginning, there was an assumption that this activity would directly profit and
change poor farmers and add to the improvement of society. Markets, at that point and even
today, are crude and poor in the foundation. Amul and GCMMF recognized that
improvement and development couldn't be left to market powers and that proactive
intercession was required.

Two key necessities were distinguished. The first that continued development for the long
haul would rely upon coordinating free market activity. It would require an overwhelming
interest in the synchronous advancement of providers and customers. Second, the powerful
administration of the system and business feasibility would require proficient administrators
and technocrats.

The Umbrella Brand

The system pursues an umbrella marking technique. Amul is the basic brand for most item
classifications created by different associations: fluid milk, milk powders, margarine, ghee,
cheddar, cocoa items, desserts, frozen yogurt, and consolidated milk. Amul's sub-brands
incorporate variations, for example, Amulspray, Amulspree, Amulya, and Nutramul.

The palatable oil items are assembled around Dhara and Lokdhara, mineral water is sold
under the Jal Dhara brand while natural product beverages bear the Safal name. By
demanding an umbrella brand, GCMMF skillfully maintained a strategic distance from
association clashes and created an open door for the patrons to coordinate in creating items.

Development of Products

Amul's item improvement was driven both by the soul of the cooperative framework and
productivity. Being a farmers' cooperative, Amul was focused on purchasing all the milk
offered by the former. The transitory idea of milk made it important for Amul to process the
surplus milk and enter new item classifications as the generation expanded.

17
2.2 MARKET DEMAND AND SUPPLY – CONTRIBUTION TO GDP –
REVENUE GENERATION

The segmentation of Amul is the mass population and in general, you will find people of all
different age groups and demography enjoying Amul products. This is because Amul is not
only present in Ice cream, but also in Milk, Butter, Cheese and other such products.

As it has a very deep product portfolio, it does not differentiate in its customers but uses
a mass marketing principle. And till date, this principle has worked very well for the
marketing strategy of Amul. Similarly, the target audience are the regular middle class
people.

This is because higher end customers do have a lot of high end products as an alternative in
ice cream. However, for other products like Butter and cheese, both high end and low end
customers are the target. In terms of positioning, Amul has top of the mind positioning
because it is the first brand which comes in mind when talking of Ice cream, milk, cheese,
butter or any other milk based products.

To implement their vision while retaining their focus on farmers, a hierarchical network of
cooperatives was developed, which today forms the robust supply chain behind GCMMF‘s
endeavors. The vast and complex supply chain stretches from small suppliers to large
fragmented markets. Management of this network is made more complex by the fact that
GCMMF is directly responsible only for a small part of the chain, with a number of third
party players (distributors, retailers and logistics support providers) playing large roles.
Managing this supply chain efficiently is critical as GCMMF‘s competitive position is driven
by low consumer prices supported by a low cost system.

The Union looks after policy formulation, processing and marketing of milk, provision of
technical inputs to enhance milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like – all through the village societies.

18
Distribution channel

Amul products are available in over 500,000 PLUS retail outlets across India through its
network of over 3,500 distributors. There are 47 depots with dry and cold warehouses to
buffer inventory of the entire range of products. GCMMF transacts on an advance demand
draft basis from its wholesale dealers instead of the cheque system adopted by other major
FMCG companies. This practice is consistent with GCMMF‘s philosophy of maintaining
cash transactions throughout the supply chain and it also minimizes dumping. Wholesale
dealers carry inventory that is just adequate to take care of the transit time from the branch
warehouse to their premises.

Amul follows a three-tier cooperative structure. It consists of a dairy cooperative society at

the village level that is affiliated with milk unions at the district level which in turn get
federated to a milk federation at the state level. Milk is collected at the village dairy society,
obtained and processed at the district milk union, and marketed at the state milk federation.

The greatness of this model lies in the fact that Amul was the first company to follow this
model. It was reciprocated all over the country under 'Operation Flood' in the 1970s. The
model ensures that there is efficiency and swiftness in operations. With this, the Amul model
has helped India become the largest milk producer in the world.

2.2.1 CONTRIBUTION TO GDP

Animal husbandry is contributing around 4.5% to total GDP of India. The Gujarat
Cooperative Milk Marketing Federation Ltd, Anand (Amul) is the largest food product
organisation of India with annual turnover of Rs. 33150 crores (USD 4.9 billion dollar)
during 2018-19. It is the apex organization of the Dairy Cooperatives of Gujarat. This State
has been a pioneer in organizing dairy cooperatives and our success has not only been
emulated in India but serves as a model for rest of the World.

19
Over the last seven decades, Dairy Cooperatives in Gujarat have created an economic
network that links more than 3.6 million village milk producers with millions of consumers in
India and abroad through a cooperative system that includes 18,559 Village Dairy
Cooperative Societies (VDCS) at the village level, affiliated to 18 District Cooperative Milk
Producers‘ Unions at the District level and GCMMF at the State level.

These cooperatives collect on an average 230 Lakhs Litres of milk per day (23.0 million litre
per day) from their producer members, more than 70% of whom are small, marginal farmers
and landless labourers and include a sizeable population of tribal folk and people belonging
to the scheduled castes.

Ever since the movement was launched seventy years ago, Gujarat‘s Dairy Cooperatives have
brought about a significant social and economic change to rural people. The Dairy
Cooperatives have helped in ending the exploitation of farmers and demonstrated that when
our rural producers benefit, the community and nation benefits as well.

The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a
business enterprise. It is an institution created by the milk producers themselves to primarily
safeguard their interest economically, socially as well as democratically. Business houses
create profit in order to distribute it to the shareholders. In the case of GCMMF the surplus is
ploughed back to farmers through the District Unions as well as the village societies. This
circulation of capital with value addition within the structure not only benefits the final
beneficiary – the farmer – but eventually contributes to the development of the village
community. This is the most significant contribution the Amul Model cooperatives, of
which, the Federation is the apex body, has made in building the Nation.

20
The turnover of GCMMF (AMUL) during 2018-19 was Rs. 33150 crores (US $4.9 billion).
It markets the products, produced by the district milk unions in 79 dairy plants, under the
renowned AMUL brand name. The combined processing capacity of these plants is 36
million litres per day, with six dairy plants having processing capacity in excess of 1 million
Litres per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia –
AmulFed Dairy, Gandhinagar, Gujarat - which can handle 5.0 million litres of milk per day
and process 250 MTs of milk powder daily. During the last year, 8.4 billion litres of milk was
collected by Member Unions of GCMMF. Huge capacities for milk drying, product
manufacture and cattle feed manufacture have been installed. All its products are
manufactured under the most hygienic conditions. All dairy plants of the unions are ISO
9001 and HACCP certified. GCMMF (AMUL)‘s Total Quality Management ensures the
highest quality of products right from the starting point (milk producer) through the value
chain until it reaches the consumer.

2.2.2 REVENUE GENERATION

GCMMF and member unions eye ₹1 lakh crore turnover by 2024-25. Dairy
major, Amul marketer, Gujarat Co-operative Milk Marketing Federation Ltd has registered a
turnover of ₹38,542 crore for the financial year 2019-20, showng a growth of 17 per cent
over previous year. Amul group‘s turnover exceeded Rs 50,000 crore.

Amul Federation has achieved a Compound Annual Growth Rate (CAGR) of more than
17%since last 10 years because of higher milk procurement, continuous expansion in terms of
adding new markets, launching of new products and adding new milk processing capacities
across India.

Amul‘s 18 member unions with more than 3.6 million farmers across 18,700 villages of
Gujarat, procure on average 23 million litres of milk a day.

Other than the Amul brand of dairy products, the union market food products and cattle feed.
Close to 80% of the revenue reaches the farmer members of the dairy cooperatives as the cost
of milk procurement and bonus.

21
2.3 LEVEL AND TYPE OF COMPETITION – FIRMS OPERATING IN
THE INDUSTRY

There are two major competitive advantages of Amul over other brands. First and foremost is
the supply chain. Because of the large numbers of dairy suppliers, Amul has a tremendous
strength and reliability in its supply chain. Hence it is able to produce such high volumes. The
second competitive advantage is the wide product portfolio due to which it can run Amul
shoppe‘s and also have its products present in retail. The product portfolio is such that
products like Butter and Ice cream are cash cows for the company.

When we plot the BCG matrix, Amul has certain products which are stars whereas others are
cash cows. And in fact, Amul chocolates are question marks because they have very
low market share in a growing market. Amul ice cream and Amul butter can clearly be said to
be a cash cow because they have very high market share and the market in itself is growing
with the increase in population.

On the other hand, Dairy products like Milk, buttermilk, cheese, lassi, amul kool etc have a
lot of direct and indirect competition in their niche. However, when compared with the same
type of product, then Amul has a high market share. Thus, these products are stars for Amul.

Amul has some good competitors who have entered the market in the last decade and
growing strong steadily. Most of these ice creams entered regionally but then held on to the
regional market share. Thus, even though individually these brands might not be a worthy
adversary, combined and with their total net aggregate, all of them together are giving a very
tough competition to Amul.

Some of these competitors are Kwality walls, Vadilal, Havmore, Dinshaws, Arun Ice
cream, Baskin Robbins, London dairy and others. Many of these ice cream products have
their own niche or geographic targets. Arun ice cream is strong in the south whereas havmor
and Vadilal are strong in the west.

Besides these organized players, there are many unorganised local players who also give
competition to Amul by having their own outlets and their own variants of ice cream.
However, the competition in Butter and Cheese and other dairy products is far lesser.

22
2.4 PRICING STRATEGIES IN THE INDUSTRY

Pricing decisions are affected by both internal factors like company‘s objectives, marketing
mix strategy, cost and organizational considerations and external factors like nature of the
market and demand, competition and other environmental elements.

 Cost of raw materials.

 Cost of labour.

 Profit margin of distributors.

 Various administrative and manufacturing overheads.

 Prices of the competitors.

 Demand and supply position in market.

 Fair return to the farmers.

It is one of the best promotional strategies adopted by Amul. It opted for a low-cost pricing
strategy for products that are consumed regularly. This pricing strategy of Amul made it
affordable for its target audience. Increasing the price of goods proportional to their
audience‘s increase in income helped them retain their customer base. A competitive pricing
strategy, such as a one-on-one offer, was adopted for products facing heavy competition.

2.5 PROSPECTS AND CHALLENGES OF THE INDUSTRY

Gujarat Co-Operative Milk Marketing Federation, which markets its range of products under
the Amul brand, plans 40-60 new products in the next two years. It believes this will enable
annual turnover of Rs 50,000 crore by 2021.

Dairy major GCMMF, which markets milk and dairy products under Amul brand, will invest
Rs 3,000 crore over the next four years on its expansion plans. Gujarat Co-operative Milk
Marketing Federation (GCMMF) is planning to set up of new plants and add capacity to
existing facilities. The cooperative is also planning to enter states like Bihar, Jharkhand,
Odisha, Kerala and North-East to expand business.

23
Many large companies struggled with severe supply chain bottlenecks during the Covid-
triggered lockdowns in India, but Amul – one of the biggest brand — only got bigger, gaining
more market share as household demand for milk and milk products rose with people stuck at
home.

During the lockdown, procurement of amul milk by nearly 15 to 17 percent from 3.6 million
milk farmers as small dairies, vendors and ice cream manufacturers stopped collecting milk.
Amul started converting extra milk into commodities like milk powder and white butter.
Amul paid nearly Rs 120 crore cash to the farmers. In the 130 days lockdown, Amul have
paid about Rs 16,000 crore in cash to the farmers for milk.

As far as distribution is concerned, Amul milk is the number one brand in Mumbai, Delhi,
Kolkata, Pune among others, and they could distribute without any disruption as they got
tremendous help from the local people.

Though the hotel and restaurant segment were hit badly, the household consumption
increased. The demand for paneer, cheese, ghee all increased as people were cooking at home
and wanted to use the best available products.

For combatting the Covid-19 virus there have been talks about boosting immunity. Amul
already launched ‗haldi milk‘ and ‗adrak milk‘ (turmeric and ginger milk). These are
flavoured milk products. For they believe that safe and affordable products have been
appreciated greatly by people. In fact, recently they even introduced haldi ice cream with
honey, dates, and cashew. Every month amul introduce two to three products.

Amul is looking at continued growth. Every year they keep investing Rs 600 crore to Rs 800
crore for adding new processing facilities within Gujarat and outside the state. In different
regions, they add new products, new plants and therefore expansion is a continuous exercise.

Amul‘s capacity for milk processing is 36,000,000 litres a day which will be increased to
44,000,000 a day in the next two to three years. It is important to have multi-site production
capacity, multi-product portfolio and service multiple segments and a multi-channel
operation across general trade, e-commerce, and others.

24
GCMMF plans to enter newer global markets and launch more products such as Juices and
Jams to leverage the brand name of Amul, there are number of ignored avenues which Amul
can enter. Most of the focus in the past decade has been in diversification in terms of products
and geographical reach. In short, the focus is in increasing the number of customers and the
number of products used by existing customers. GCMMF has a huge network of suppliers at
grassroot level. While Amul has done tremendous work for their economic upliftment, there
is a need now to alleviate their educational and healthcare needs. Certain work along these
lines is already done by the Tribhuvandas Foundation, a NGO that primarily focuses on
healthcare of women and infants in few districts. This NGO is funded by village level dairy
cooperative societies and Amul. This could be the perfect platform to expand into various
other districts on a larger scale and broadening their horizon to provide complete healthcare
services to poor farmers.

Challenges

Productivity is an issue as our animals are raised on low input and, therefore, have low
output. Given their limited resources they need to do whatever best they can to get the best
from the animal and that means giving better feed and improving the breeding.

Secondly, for the next generation of educated farmers who do not want to continue dairy
farming or staying in villages, they need to promote dairy as a commercial, modern, cool,
contemporary business proposition to attract farmers to continue to stay on in the villages.

Further, India is the largest market for milk and milk products, and it is also the fastest-
growing market. For Europe, the USA, New Zealand, Australia their markets have stopped
growing. And the danger is that these countries want to negotiate with the Indian government
to include their dairy products in the Regional Comprehensive Economic Partnership (RCEP)
free trade agreement. They are wary of the cheaper imports, which can threaten the livelihood
of 100 million milk producers.

25
Also, increasingly companies are using cheaper substitutes for milk products like vegetable
fat, palm oil, etc. To avoid this, food authorities need to keep a check in order to clearly
differentiate between dairy and non-dairy products.

Dairy, among all sectors, has maximum productivity. It is a Rs 8 lakh crore industry, but the
organised sector is only Rs. 2.2 lakh crore. Every year the organised sector is seeing a
double-digit growth tapping into the huge potential of the sector.

The dairy industry alone provides maximum livelihood opportunities in rural areas. Amul‘s
expansion is not just in plant capacity but expansion in the procurement of milk from rural
areas. Amul estimate that in 10 years, dairy will provide a livelihood to nearly 1.2 crore
households.

2.6 KEY DRIVERS OF THE INDUSTRY

 The Amul Girl (The Amul Advertising Campaign)

In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising agency,
to design an ad campaign for Amul Butter. DaCunha designed the campaign as a series of
hoardings with topical ads that related to day-to-day issues. It was popular and earned
a Guinness World Record for the longest-running ad campaign in the world.

In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were roped
in for sketching Amul's ads. But Dabholka rejected the trend of using celebrities in
advertisement campaigns. Dabholkar credited Chairman Verghese Kurien for creating a
free atmosphere that encouraged the development of the ads.

26
 The Amul girl is the advertising mascot used by the company to promote the brand. The
brand has been cleverly using the cartoon figure in its longest-running ad campaign. The
Amul girl is used to insert an element of humor into its print ads.

Indians have liked Amul's advertisements and the brand has seen higher customer
engagement. The brand recall value for Amul increased. The Amul girl advertising
campaign is often described as one of the best Indian advertising concepts.

 Innovation

Amul has constantly been innovating, be it launching new products, creative marketing
campaigns, or challenging traditional societal trends to come up with better ones. As
mentioned, Amul in the 1960s became the first brand in the world to make skimmed milk
powder from buffalo milk.

Also with its three-tiered cooperative structure, Amul transitioned from traditional
operations to a more cost-efficient and effective structure. For its continuous innovation,
Amul won the ―CNN-IBN Innovating for Better Tomorrow Award‖ and ―World Dairy
Innovation Award‖ in the year 2014.

Amul follows the 'branded house architecture' way wherein whatever it promotes is done
under a common brand name – Amul. The prime focus is on promoting the parent brand
rather than individual products; this helps Amul gain more brand visibility and spend
lesser on marketing and advertising costs.

Given the enormous number of associations and substances in the inventory network and
decentralized duty regarding different exercises, successful coordination is basic for
effectiveness and cost control. GCMMF has understood this procedure well and
accomplishes the level of control.

27
CHAPTER 3

28
 REVIEW OF LITERATURE

3.1 BRIEF THEORETICAL CONSTRUCT RELATED TO THE PROBLEM

What is Product mix?

Product mix, also known as product assortment or product portfolio, refers to the complete
set of products and/or services offered by a firm. A product mix consists of product lines,
which are associated items that consumers tend to use together or think of as similar products
or services.

Dimensions of a Product Mix

#1 Width

Width, also known as breadth, refers to the number of product lines offered by a company.
For example, Kellogg‘s product lines consist of: (1) Ready-to-eat cereal, (2) Pastries and
breakfast snacks, (3) Crackers and cookies, and (4) Frozen/Organic/Natural goods.

#2 Length

29
Length refers to the total number of products in a firm‘s product mix. For example, consider a
car company with two car product lines (3-series and 5-series). Within each product line
series are three types of cars. In this example, the product length of the company would be
six.

#3 Depth

Depth refers to the number of variations within a product line. For example, continuing with
the car company example above, a 3-series product line may offer several variations such as
coupe, sedan, truck, and convertible. In such a case, the depth of the 3-series product line
would be four.

#4 Consistency

Consistency refers to how closely related product lines are to each other. It is in reference to
their use, production, and distribution channels. The consistency of a product mix is
advantageous for firms attempting to position themselves as a niche producer or distributor.
In addition, consistency aids with ensuring a firm‘s brand image is synonymous with the
product or service itself.

Importance of a Product Mix

The product mix of a firm is crucial to understand as it exerts a profound impact on a

firm‘s brand image. Maintaining high product width and depth diversifies a firm‘s product
risk and reduces dependence on one product or product line. With that being said,
unnecessary or non-value-adding product width diversification can hurt a brand‘s image. For
example, if Apple were to expand its product line to include refrigerators, it would likely
have a negative impact on its brand image with consumers.

In regard to a firm expanding its product mix:

Expanding the width can provide a company with the ability to satisfy the needs or demands
of different consumers and diversify risk.

Expanding the depth can provide the ability to readdress and better fulfill current consumers.

30
Successfully expanding a product mix can help a business adjust to changing consumer
demand/preferences while reducing product risk and reliance on a single product or product
line. This, in turn, generates substantial profits for the firm. On the other hand, poor product
mix expansion can result in a detrimental impact on a company‘s brand image and
profitability.

What Is Customer Perception?

Customer Perception is a marketing concept that tells us what customers think about
a brand or a company or its offerings. It can be positive or negative feelings, perceptions,
inhibitions, predispositions, expectations or experiences that a customer has.

Essentially customer perception involves the opinions, beliefs, and feelings customers have
about your brand.

Customer Perception decides how much a product sells and how a company is perceived.

Factors influencing customer perception

In general, customer perception can be influence by a lot of factors. Some of the major
factors are

 Consistency of performance – How has the brand performed in the past and how it is
performing currently.

 Emotional connect – Superb brands know that emotional connection with the
customer is critical to brand development.

 Marketing communications – How the brand communicates with the customers using
the various media vehicles.

 Holistic marketing – A brand cannot be excellent if it has good sales staff but pathetic
support staff. A brand has to be a good all-rounder and satisfy customers from all its
touch points.

31
  Personal experience – Personal experience is one of the most important influencers
that can easily have a direct impact on customer perception. Our personal experiences
matter most. When a customer experiences a good service or purchases a great
product, the quality of goods and services matter.

 Advertising – Promotional campaigns are an integral part of any organization. It takes

important steps to create advertisements that can change your perception about a
brand easily.

 Influencers – We all are surrounded by several influencers that have a direct and
indirect impact on your mindset. It can change customer perception at the drop of a
hat. Suppose you saw an advertisement about apparel and were impressed by the
brand. Next day you met your friend who told you about the horrible experience he
had at the brand outlet the other day. Your perception changes once again.

 Social media platforms – This is the age of technology where most people are on one
or the other social media portal browsing to their heart‘s content. When you read
reviews or comments about particular products services of a brand, your sub-
conscious mind automatically takes a decision.

Importance of customer perception

Make sure that a customer leaves happy from your place because he or she will take this
emotion back to his friends and family and tell about his experience to one and all. Ensure
that they feel valued after an interaction with you.

Remember, it is easy to felicitate a positive customer perception from the onset than to
change his negative perception to an optimistic one.

 Brand loyalty

32
 It is important that both brand and customer perception tally. Sometimes what the brand
is offering may differ from what the customer perceives. It can cause unfavorable
reactions from one or other parties.

Make sure that the brand is in complete sync with the customers to boost their perception
about its products and services. Once you gain his faith, it becomes possible to earn his
loyalty gradually. This helps the brand to increase its customer base and proves an
advantage in terms of customer perception.

 Increase in sales figures

The actual aim of a business entity is to boost its sales figures. It implements several
steps to lure in its customers. Remember, it is the consumer perception that drives his
behavior and ultimately leads to buying decision.

An important advantage of positive customer perception is that it leads to an increase in

sales because the customers react favorably to the company and its products.

 Customer retention

Serious competition forces the brands to decrease their prices because they want to win
over customer loyalty at any cost. Although the sales figures increase the actual revenues
does not increase at the same rate.

When you already have a good and loyal customer base because of positive customer
perception, it becomes easier for a brand at customer retention.

 Strengthens the bond

An important advantage of good customer perception is that it strengthens the bond

between the brand and its customers. An individual is likely to visit the place at least
once if his interactions over there have been favourable.

Problems with Bad perception

 Loses credibility

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 A company must keep its promises to its customers. Always strive for truth and make
sure whatever you have promised you are delivering it to the letter.

False promises will create a negative impact on the customer, and you will lose your
credibility in the market. An important disadvantage of wrong customer perception is that
making false promises loses the trust of the common man.

 Customer service impact

Make sure your customer service department is up to the mark if you want to avoid
negative perception about your brand. When the customer service department does not
work efficiently, it has a direct impact on the mind of an individual.

An important disadvantage in this scenario is that once a customer makes up his mind
negatively about your brand, you will need to work extra hard to remove this
preconceived notion from his mind. There isn‘t a guarantee that you will succeed in your
endeavor.

Customer perception is relative, but once it gets fixated on something g, it becomes

difficult to change it immediately.

 Complacency

Do not get comfortable if you are getting positive feedbacks of your brand. When
everything is going smoothly, people start taking all the things for granted and become
complacent.

If a customer complains, it is taken lightly or passed to some other employee who forgets
to pay timely attention to it.

This can cause serious repercussions as it will cause negative customer perception.
Maintain a strict vigil on your employees so that they can work efficiently towards
maintaining a positive impact.

Remember, it is important to push your employees to avoid complacency as it can prove a

serious disadvantage in terms of customer perception.

How to have good customer perception?

34
Customer perception is about impressions and feelings. Facts and figures occupy a back seat
where these two emotions are concerned.

The journey of a customer from the first to the last point in your outlet is very important. It
will take him only a few seconds to judge and make up his mind.

Remember he is both the judge and jury, so the brand must remain vigilant in its effort to
offer a positive brand impression on each customer. It is imperative to have good customer
perception if you want to achieve growth and expansion in your business.

Creating good vibes about your business is not as difficult as it seems. We can take the help
of several tools to achieve the target. Remember, even if you face any negative impact, it will
need just some extra steps and voila you can convert it into the optimistic and
positive customer experience. This will be able to change customer perception dramatically
and work in your favour.

Customers need to feel valued hence treat them with warmth and genuine feelings. If any
problems occur, listen attentively so that he can have his say. Communicate in a clear and
precise manner and offer a viable solution.

It is important that a customer feels that you can relate to his problems. Be empathetic and
compassionate. Show him that you care and are trying to resolve the issue as per his
directives.

How to Evaluate Customer Perception?

Customer perception isn‘t always quantifiable. It‘s very difficult to measure the opinions of
diverse individuals and attribute scores to their feelings and beliefs. Surveys are a good place
to start, but they don‘t always paint the full picture.

 RUN CUSTOMER SURVEYS.

35
 One of the best ways to get a grip on your customer perception involves directly asking
your existing or potential customers‘ questions.

Countless businesses perform customer-satisfaction and perception surveys that surface

very insightful and interesting results. A large number of platforms out there can help you
conduct effective customer surveys that will provide you with quantifiable data.

 STAY UPDATED WITH GOOGLE ALERTS.

This technique isn‘t the most sophisticated, but it can help you keep track of how and
when your brand is mentioned across the web. And this tactic can help you quickly
respond to new mentions, in order to mitigate reputational risks and directly respond to
customer questions.

 AUDIT YOUR CUSTOMER REVIEWS.

One of the great things about the internet is that customers are very willing to share their
opinions and experiences with brands and products.

Across the web, we will be sure to find countless discussions and reviews. We should be
sure to locate and review these pieces, in order to get a better insight into the way your
brand is perceived by customers around the world.

Here are some of the key platforms one want to visit when you audit customer reviews:

 Amazon

 Facebook

 Yelp

 G2 Crowd

 AppExchange

 Capterra

All of those reviews will also be timed and dated for your convenience, so you can track
the way your customer perception has shifted over time.

36
 MONITOR SOCIAL MEDIA.

According to The Next Web, there are an estimated 3.48 billion social-media users
around the world. These users take to platforms to share their thoughts and feelings, and
they‘ll often share their experiences with particular brands.

A number of social media monitoring tools out there can help you track your mentions
across Reddit, forums, social media, and more. Hootsuite and Brandwatch are two
prominent examples, but you can use many more to help you.

 ASSESS INTERACTIONS WITH CUSTOMERS.

One of the most potent ways to gauge your customer perceptions is to collect qualitative
feedback from your direct contact with customers.

Your customer success, support, and service teams should be sure to monitor any
interesting shifts in perception and escalate any particularly important pieces of
information. This practice can help you keep a finger on the pulse of your customer
perception and maximize the efficacy of your customer-facing teams.

You can use a number of CRM tools to take notes on particular customers, or you might
decide to go with a relatively low-tech option. For example, it‘s easy to create a
collaborative Google Sheet, where your team members can share their observations.

3.2 AN OVERVIEW OF EARLIER STUDIES

 (Ruth M.W. Yeung, Joe Morris, 2001)

Food safety risk: Consumer perception and purchase behaviour

37
 Food safety has become a major issue of public concern, encouraging the UK
Government and the food industry to take steps to rebuild consumer confidence. In this
context, the paper draws on a review of research literature to develop a conceptual
framework to identify and review the factors influencing consumer perception of food
safety related risks and the likely impact on purchasing behaviour. The relevance of
strategies adopted by consumers to reduce risk exposure and the influence on the
likelihood of food purchase are also explored, together with the implication for the food
industry.

 (N Ramya, Dr. SA Mohamed Ali, 2008)

A study on consumer buying behaviour towards Amul products with special reference to
Coimbatore city

This article examines the consumer buying behaviour towards Amul Products with
special reference to Coimbatore City. A convenient sampling technique tool was adopted
for data collection. Sample size taken in this is 150 customers. The data is collected
through questionnaire. 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 concludes that
the buying behaviour of the consumers are positive, so the product has a good reach in
Coimbatore city.

 (Vishita khanna, 2015)

Consumer behaviour and perception towards selected dairy products in selected cities of
Gujarat

The study was done in selected cities Gujarat with the objective to study the problems
that consumer face when they make the dairy products like dahi at home.

The study will facilitate the marketing of dairy products by creating awareness about the
practices in dairy amongst consumers and also will help to understand the difference in
taste and perception which varied from state to state.

 (Klaudia Kurajdova, Janka Táborecka-Petrovicova, 2015)

38
 Literature Review on Factors Influencing Milk Purchase Behaviour

In today‘s highly informed, competitive and saturated market, a key to success of any
business depends on knowing consumer and his consumption patterns and recognizing
and understanding factors influencing his decision-making for the purpose of developing
an attractive offer of products, supporting services, communication means and other
marketing tools that would fit like a glue to customer‘s needs. Study of consumer
behaviour belongs to a group of very wide and strong subjects of marketing attention and
its examination requires ongoing approach. Milk, as one category of dairy products,
belongs to the group of basic daily-consumed products characterized by relatively high
purchase frequency. On the other hand, its production and consumption is experiencing
certain negative trend in Slovakia what inevitably calls for a scientific attention and
examination in order to reverse this unfavourable development having a negative impact
on the milk companies in Slovakia. Therefore, we focus our attention on studying various
factors influencing consumers when purchasing this specific product. Our research in this
stage resulted in the compilation of literature review on factors influencing consumers
when purchasing milk and determination of boundaries and guidelines for our future
research activity.

 ( Bhagyashree S. Kunte, Prof. Sanjay Patankar, 2015 )

A literature review of Indian Dairy Industry

The Basic intent of the study is to undersand the current scenario of dairy industry in India and
various issues of the stakeholders of the industry. This is a review of research articles related to dairy
industry. 24 research articles referring data for different states of India are randomly selected.14 out
of 24 papers were based on primary data collected from dairy famrers (members/ non membersof
cooperative societies). The major issues revealed were related to lack of fodder and concentrates,
scarcity of veterinary and diagnostic services, lack of information and technological awareness.
These were common issues faced by dairy farmers in most of the regions of India. Some of the
issues were area specific like in Assam milk and milk products were not the components of daily
consumption basket of people in the state which is not the scenario in otherstates of the country. The
reaming 10 studies were either related to cooperative and private dairy plants, cooperative
federations or general dairy scenario of the relevant state. Procurement cost was found to be the
major component of total costs followed by processing cost. These studies evaluated the economic
viability of concerned dairy units.

39
 (R. Kasthuri, k. Kowsalya, 2018)

A Study on Consumer Satisfaction towards Milk Product

The marketing approach which is linked the basic premise that each customer is different
and hence needs to be approached differently. Also, given the exorbitant cost of
researching each customer, it is possible to group them according to common measurable
and definably parameters and hence create segment. Thus, the customer is the focal point
of the marketing orientation. The selling approach is more transaction based and aims at
maximization in this short term. As opposed to this, the marketing approach emphasizes
customer management, customized approach to winning retaining the customer, and
hence, focuses on building profits over a long term. The selling approach, generally,
undermines research it is more intuitive. It works well in market that are less complex, in
the sense that competition is low and customers have very little choice .It works on the
mass marketing approach where in customer needs are aggregated.

 (Manish Phuyal, 2018)

A study on consumer‘s perception towards packaged milk products in Panipat, Haryana

The production and consumption of fluid milk has been growing in India with time. Despite the
availability of packaged milk products in marketplace, large number of people, including urban
population, still prefer to go for loose milk. This paper is a result of research conducted to find out
how packaged milk is positioned in consumer‘s mindset and what can be done to encourage its
consumption. The research was conducted in Panipat city of Haryana, India with 50 respondents
selected using convenience sampling. Primary data was collected using questionnaire schedule and
secondary data was collected from articles in journals and published reports. Analysis of data
collected from the survey, using SPSS software, revealed that most of the consumers of packaged
milk products are not satisfied with the products available in marketplace and majority of them
consider the quality of the packaged milk product as the most important criterion for making
purchase decisions. Further, it was found that marital status, age and education influence how a
consumer perceives packaged milk product, and health impact, offerings and availability are
positively correlated with the perception of packaged milk product.

 (Ashna Dev, 2020)

A study on the consumer preference towards milma and amul products

40
 Consumer preference is defined as the subjective tastes of individual consumers, measured by their
satisfaction with those items after they have purchased it. This satisfaction is often referred to as
utility. Consumer value can be determined by how consumer utility compares between different
items. Scope of the study immense as it is aim to know the purchasing behaviour and satisfaction
level of the customers towards various Milk products. The study will be based on both primary and
secondary data. Kottayam district of Kerala has been selected as the sample area for the purpose of
this study. A total number of 50 samples have been selected for this study. The samples were
selected using convenience sampling technique. The tools and techniques used in this study are
percentages, tables and chart. Consumer preference is one of the important factors that influence the
success and fall of every business. Because of the importance that the consumers give for the milk
and milk products in their daily life, dairy factories and industries growing rapidly. The study
captioned ―A STUDY ON CONSUMER PREFERNCE TOWARDS MILMA AND AMUL
WITH PARTICULAR REFERENCE TO KOTTAYAM MUNICIPALITY‖ was conducted to
find out the preference of the consumers towards these two cooperative societies. Because this two
are the most these two are the most emerging producers of milk products in this modern market.

 (Mr. Sanjeeb Biswal, 2020)

The moderating effect of COVID-19 on the Promotion and Sales of Amul Dairy Products in
Maharashtra.
Dairy is a worldwide agricultural production. People milk dairy animals exist almost in every
country around the world, and up to one billion people live on dairy farms. It is an important part of
the global food system and it plays an important role in the sustainability of rural areas in particular.
It is a widely known fact that the dairy sector directly contributes to the economies of a number of
communities, regions and countries. An organization's concept combines all its marketing goals into
one comprehensive plan. An ideal promotion strategy needs to be drawn from market research and
focus on the product mix in order to attain the maximum profit and keep up the business enterprise.
Promotion strategy generally referred as innovative technique adapted by organization to increase
the profit. The promotion strategy is the framework of a marketing plan. AMUL is one of the
respected and best brands in India.

 ( Somesh Dhamija, 2020 )

A descriptive Analysis on the Customer Satisfaction on Dairy Products

41
 Customer direction originate from those company‘s reception and usage of the marketing
idea. Those customers are the arbiters about fortune to benefits of the business. Over
profoundly aggressive investment system, the success, survival and also the development
of organizations warrants exact information something like consumers-their conduct –
how, why, where, what, when, they buy? Understanding consumer is the urgent
undertaking of each marketing supervisor.

 ( Prof. Sulekha Munshi, Dr. Ajay Tekchandani, 2020 )

Study of availability of Amul products during lockdown period in Mumbai city

This paper is an earnest endeavour made to understand the present scenario in marketing
and captured by the Amul during the Lockdown period. For the same availability in stores
was the major concern and bring out the potential and loyal retailers as well as customers
so that the company could maintain the market leadership in the existing business
scenario in food and confectionaries. This paper also tried to study the behaviour of
consumers about their preferences for Amul products and their overall buying behaviour
during the lockdown period.

42
3.3 UNIQUENESS OF RESEARCH STUDY

The objective of this study is to analyse the product mix and the customer perception of amul
as a brand. This study is mainly concerned with the marketing department of the company.

Understanding the product mix of a company is essential to study and analyze its brand
image. A company with more product width and depth is seen as more diversified.
More diversification means less risk as the company lowers its dependence on one product or
product line.

Usually, if a company expands the product width, it gives it the ability to diversify risk and
meet different consumer demands. On the other hand, if a company expands depth, it allows
it to meet the needs of the present customers better.

However, if a company adds unnecessary products to its product line, then it could hurt its
bottom line, as well as brand image.

Factors Affecting Product Mix

Primarily four factors affect the product mix:

 Age

A new company would have fewer products in its lineup. On the other hand, an older
company is likely to produce more products.

 Financial Position

A company that is doing well and has good financial standing is likely to have more
products in the product mix, than a company that is not doing well financially. A
company not doing well would slash its product line or products.

 Area of Operation

If a company is in an industry where it can afford more products or making more

products is feasible, then it should do so. For example, there is more scope of
innovation in the smartphone industry than in the chip industry.

43
 Brand Identity

Sometimes a brand becomes so big that it can easily add new (related and unrelated)
product lines or items. For instance, there were rumors of Apple coming up with a car.

Customer collects information about a product and interprets the information to make
a meaningful image about a particular product. This is called as customer perception.
When a customer sees advertisements, promotions, customer reviews, social media
feedback, etc. relating to a product, they develop an impression about the product.

The entire process of customer perception starts when a consumer sees or gets
information about a particular product. This process continues until the consumer
starts to build an opinion about the product.

Everything that a company does affects customer perception. The way the products
are positioned in a retail store, the colours, and shapes in your logo, the
advertisements that you create, the discounts that you offer, everything impacts the
customer perception.

Consumer perception can make or break your brand. When customers had a pleasant
experience of getting their products delivered on time they form a perception. Getting
the products that were as described in the product description also creates a positive
customer perception. When customers experienced a great after-sale service it is
going to develop a positive opinion about the brand.

But when customers had a bad experience such as broken products, no returns, no
after-sales service, etc. the customers build a negative perception about the brand.

When companies work towards strengthening the bond between customers and the
company, customer perception improves, and this gives way for a better competitive
edge.

Customer perception is also important to determine the kind of image a brand wants
to build.

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 CHAPTER 4
METHODOLOGY OF THE STUDY

45
4.1 RESEARCH APPROACH AND DESIGN
Research design is the framework of research methods and techniques chosen by a
researcher. The design allows researchers to hone in on research methods that are suitable for
the subject matter and set up their studies up for success. The design of a research topic
explains the type of research (experimental, survey, correlational, semi-experimental, review)
and also its sub-type (experimental design, research problem and descriptive case-study).

There are three main types of research design: Data collection, measurement, and analysis.

The type of research problem an organization is facing will determine the research design and
not vice-versa. The design phase of a study determines which tools to use and how they are
used.

An impactful research design usually creates a minimum bias in data and increases trust in
the accuracy of collected data. A design that produces the least margin of error in
experimental research is generally considered the desired outcome. The essential elements of
the research design are:

 Accurate purpose statement

 Techniques to be implemented for collecting and analyzing research
 The method applied for analyzing collected details
 Type of research methodology
 Probable objections for research
 Settings for the research study
 Timeline
 Measurement of analysis

Proper research design sets your study up for success. Successful research studies provide
insights that are accurate and unbiased.

46
We can further break down the types of research design into five categories:

1. Descriptive research design

2. Experimental research design

3. Correlational research design

4. Diagnostic research design

5. Explanatory research design

The Research Design used in this study is Descriptive Research Design.

In a descriptive design, a researcher is solely interested in describing the situation or case

under their research study. It is a theory-based design method which is created by gathering,
analyzing, and presenting collected data. This allows a researcher to provide insights into the
why and how of research. Descriptive design helps others better understand the need for the
research.

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4.2 SOURCES OF ONLINE DATA
Data is a collection of facts, figures, objects, symbols, and events gathered from different
sources. Organizations collect data to make better decisions. Without data, it would be
difficult for organizations to make appropriate decisions, and so data is collected at various
points in time from different audiences.

These are some of the sources of online data used for this project.

 Google Scholar

Google Scholar is a freely accessible web search engine that indexes the full text
or metadata of scholarly literature across an array of publishing formats and disciplines.
Released in beta in November 2004, the Google Scholar index includes most peer-
reviewed online papers, theses and dissertations, preprints, abstracts, technical reports,
and other scholarly literature, including court opinions and patents.

While Google does not publish the size of Google Scholar's database, scientometric
researchers estimated it to contain roughly 389 million documents including articles,
citations and patents making it the world's largest academic search engine in January
2018. Previously, the size was estimated at 160 million documents as of May 2014. An
earlier statistical estimate published in PLOS ONE using a Mark and recapture method
estimated approximately 80–90% coverage of all articles published in English with an
estimate of 100 million. This estimate also determined how many documents were freely
available on the web.

 Corporate Websites

A website that is used to officially represent a brand on the Internet, and which is often
used as the landing page for advertising content. Beyond a mere testimonial presence, a
corporate website represents a business opportunity if the option is to provided to make
purchases, and ideally should also be optimised as a means of making contact with
customers or any other visitors, whereby users are provided with information about
products or services, and can find valuable content such as novelties or special offers that
promote loyalty.

48
 This type of tool requires special care: it is essential that all contents comply with the
company's principles and facilitate its global focus by being fully integrated within the
company structure and its general strategy.

The corporate website of Amul is used in this project.

 ResearchGate

ResearchGate is a European commercial social networking site for scientists and

researchers to share papers, ask and answer questions, and find collaborators. According
to a 2014 study by Nature and a 2016 article in Times Higher Education, it is the largest
academic social network in terms of active users, although other services have more
registered users, and a 2015–2016 survey suggests that almost as many academics
have Google Scholar profiles.

While reading articles does not require registration, people who wish to become site
members need to have an email address at a recognized institution or to be manually
confirmed as a published researcher in order to sign up for an account. Members of the
site each have a user profile and can upload research output including papers, data,
chapters, negative results, patents, research proposals, methods, presentations, and
software source code. Users may also follow the activities of other users and engage in
discussions with them. Users are also able to block interactions with other users.

49
4.3 SAMPLING DESIGN
When we conduct research about a group of people, it‘s rarely possible to collect data from
every person in that group. Instead, we select a sample. The sample is the group of
individuals who will actually participate in the research.

To draw valid conclusions from your results, we have to carefully decide how we will select
a sample that is representative of the group as a whole.

Population

It can be very broad or quite narrow: maybe you want to make inferences about the whole
adult population of your country; maybe your research focuses on customers of a certain
company, patients with a specific health condition, or students in a single school.

Here the population is taken in accordance with different age group people conducted online.

Sample size

The number of individuals you should include in your sample depends on various factors,
including the size and variability of the population and your research design. There are
different sample size calculators and formulas depending on what you want to achieve.

The sample size chosen for the survey is 50 people for this project.

Sampling

Sampling method chosen for this survey is Convenience Sampling.

Convenience sampling

 A convenience sample simply includes the individuals who happen to be most

accessible to the researcher.
 This is an easy and inexpensive way to gather initial data, but there is no way to tell if
the sample is representative of the population, so it can‘t produce generalizable
results.

50
4.4 DATA ANALYSIS TOOLS

Data analysis is defined as a process of cleaning, transforming, and modeling data to discover
useful information for business decision-making. The purpose of Data Analysis is to extract
useful information from data and taking the decision based upon the data analysis.

There are two types of Statistical Data Analysis Tools, they are

 Descriptive Statistics
 Inferential Statistics

Descriptive Statistics

Descriptive statistics are used to describe the basic features of the data in a study. They
provide simple summaries about the sample and the measures. Together with simple graphics
analysis, they form the basis of virtually every quantitative analysis of data. With descriptive
statistics you are simply describing what is or what the data shows.

Descriptive Statistics are used to present quantitative descriptions in a manageable form.

Descriptive statistics help us to simplify large amounts of data in a sensible way. Each
descriptive statistic reduces lots of data into a simpler summary.

 Simple Percentage Analysis

It refers to a special kind of rates, percentage are used in making comparison between
two or more series of data. A percentage is used to determine relationship between the
series.

Percentage = No. of Respondents X 100 Total no. of Respondents

 Pie Charts

A pie chart (or a circle chart) is a circular statistical graphic looking like a pie, which
is divided into slices to illustrate numerical proportion. Pie charts can be used
to analyze statistics for classroom teaching, business reports or presenting research
results in academic essays and so on.

51
  Bar Charts

A bar chart or bar graph is a chart or graph that presents categorical data with
rectangular bars with heights or lengths proportional to the values that they represent.
The bars can be plotted vertically or horizontally. A vertical bar chart is sometimes
called a column chart.

Inferential Statistics

With inferential statistics, you are trying to reach conclusions that extend beyond the
immediate data alone. For instance, we use inferential statistics to try to infer from the sample
data what the population might think. Or, we use inferential statistics to make judgments of
the probability that an observed difference between groups is a dependable one or one that
might have happened by chance in this study. Thus, we use inferential statistics to make
inferences from our data to more general conditions; we use descriptive statistics simply to
describe what‘s going on in our data.

 T-test

A t-test is a type of inferential statistic used to determine if there is a significant

difference between the means of two groups, which may be related in certain features.
The t-test is one of many tests used for the purpose of hypothesis testing in statistics.

 Chi-squared test

A chi-squared test, also written as χ² test, is a statistical hypothesis test that is valid to
perform when the test statistic is chi-squared distributed under the null hypothesis,
specifically Pearson's chi-squared test and variants thereof.

52
4.5 REPORT STRUCTURE

CHAPTER 1. INTRODUCTION – STATEMENT OF THE PROBLEM

This chapter provides an idea about the background of the study, statement of the problem,
relevance & scope of the study and objective of the study.

CHAPTER 2. INDUSTRY PROFILE

This chapter provides the business process of the industry, market and demand supply that
includes contribution to GDP and revenue generation, level and type of competition that
includes the firms operating in the industry, pricing strategies in the industry, prospects and
challenges of the industry and the key drivers of the industry.

CHAPTER 3. REVIEW OF LITERATURE

This chapter provides the brief theoretical construct related to the problem, an overview of
earlier studies and the uniqueness of research study.

CHAPTER 4. METHODOLOGY OF THE STUDY

This chapter provides the research approach and design of the study, source of online data,
sampling design, data analysis tools, report structure and limitations of the study.

CHAPTER 5. DATA ANALYSIS, INTERPRETATION & INFERENCE

This chapter provides the analysis, interpretation of collected data and the inference drawn
from the data.

CHAPTER 6. FINDINGS OF THE STUDY

This chapter provides with the findings of the study.

CHAPTER 7. CONCLUSIONS
This chapter provides the conclusion of the study.

BIBLIOGRAPHY

ANNEXURES
53
4.6 LIMITATIONS OF THE STUDY

This research, however, is subject to several limitations. Limitations that I faced during this
research are:

 Limited access to data due to covid pandemic and lockdown. So the collection of data
is not sufficient.
 The data collected could be biased and inaccurate.
 Lack of previous research studies on the topic.

 Effective verification of data not possible.

 Time constraint is a major factor resulting in limitation of data collection.

54
 CHAPTER 5
DATA ANALYSIS, INTERPRETATION & INFERENCE

55
5.1 DESCRIPTIVE ANALYSIS

 Descriptive Statistics on groups based on age

SL NO: Based on Age No: of respondents Percentage

1 Below 18 4 8
2 Between 18-30 36 72
3 Between 31-55 7 14
4 Above 55 3 6
Total 50 100

Table 5.1 Showing Age of respondents

Age
[VALUE] [VALUE]

[VALUE]

[VALUE]

I
n
Below 18 Between 18-30 Between 31-55 Above 55
t
e
Fig 5.1.1 Chart showing the age of respondents
rpretation:
Most of the respondents here are at the age group between 18-30 i.e., 72%.
14% of respondents are of age group between 31-55.
8% of respondents are of age group below 18.
6% of respondents are of age group above 55.

 Descriptive Statistics of group based on buying of dairy products

from modern stores

56
 SL NO: Buying Dairy No: of respondents Percentage
Products From
Modern Stores

1 Yes 35 70
2 No 9 18
3 Maybe 6 12
Total 50 100

Table 5.2 Showing the no: of respondents buying from modern stores

Buying Dairy Products From Modern Stores

[VALUE]

[VALUE]

[VALUE]

Yes No Maybe

Fig 5.2.1 Chart showing the no: of respondents buying from modern stores

Interpretation
Majority of respondents said ‗Yes‘ i.e., 70%.
18% of respondents said ‗No‘.
12% of respondents said ‗Maybe.‘

 Descriptive Statistics of group based on the preference of milk brand

57
 SL NO: Preference of Milk No: of respondents Percentage
Brand
1 Milma 24 48
2 Amul 19 38
3 Malanadu 6 12
4 Anchor 1 2
5 A-one 0 0
Total 50 100

Table 5.3 Showing the no: of respondent’s preference of milk brand

Preference of milk brand

[VALUE]
[VALUE]
[VALUE]
[VALUE]

[VALUE]

Amul Milma A-one Malanadu Anchor

Fig 5.3.1 Chart showing the no: of respondent’s preference of milk brand

Interpretation
Most of the respondents prefer Milma brand i.e, 48%.
38% of respondents prefer Amul.
12% of respondents prefer Malanadu.
2% of respondents prefer Anchor.
None of them prefer A-one milk.

58
 Descriptive Statistics of group based on how Amul products are
known

SL NO: Sources on how No: of respondents Percentage

Amul
products are known

1 Advertisement 36 72
2 Family/ Friends 7 14
3 Company Promotions 7 14
Total 50 100

Table 5.4 Showing how Amul products are known to respondents

Sources on how Amul products are known

[VALUE]

[VALUE]

[VALUE]

Advertisement Family/Friends Company Promotions

Fig 5.4.1 Chart showing how Amul products are known to respondents

Interpretation
Majority of the respondents know Amul products by the source of Advertisement i.e, 72%.
14% of respondents know Amul products through Family/Friends.
14% of respondents know Amul products through Company Promotions.

59
 Descriptive Statistics of group based on Amul products consumption

SL NO: Consumption of No: of respondents Percentage

Amul Products

1 Milk 22 44
2 Ice-cream 40 80
3 Sweet curd 12 24
4 Paneer 12 24
5 Cheese/Butter 21 42
6 Amul Cool Shake 1 2
7 None 1 2
Total 50 100

Table 5.5 Showing respondent’s consumption of Amul products

Consumption of Amul Products

None[VALUE]

Amul Cool Shake[VALUE]

Cheese/Butter [VALUE]

Paneer [VALUE]

Sweet Curd [VALUE]

Ice-cream [VALUE]

Milk [VALUE]

0% 10% 20% 30% 40% 50% 60% 70% 80%

Consumption of Amul Products

Fig 5.5.1 Chart showing respondent’s consumption of Amul products

Interpretation
Majority of the respondents prefer Amul Ice-cream i.e, 80%.
44% of the respondents prefer Amul Milk.
42% of the respondents prefer Cheese/Butter.
24% of the respondents prefer Sweet curd, 24% of the respondents prefer Paneer.
2% of the respondents prefer Amul Cool Shake, 2% of the respondents prefer none.

60
 Descriptive Statistics of group based on product off take

SL NO: Off Take of the No: of respondents Percentage

Products used

1 Daily 09 18
2 Weekly 20 40
3 Monthly 21 42
Total 50 100

Table 5.6 Showing the off take of products

Off take of products used

[VALUE]
[VALUE]

[VALUE]

Daily Weekly Monthly

Fig 5.6.1 Chart showing the off take of products

Interpretation
Most of the respondents off take of products used are monthly i.e. 42%.
40% of the respondents off take of products used are weekly.
18% of the respondents off take of products used are daily.

61
 Descriptive Statistics of group based on perception whether Amul
products are worth the price
SL NO: Perception whether No: of respondents Percentage
Amul products are
worth the price

1 Yes 33 66
2 No 3 6
3 Maybe 14 28
Total 50 100

Table 5.7 Showing whether Amul products are worth the price

Perception whether Amul products are worth the

price

[VALUE]

[VALUE]

[VALUE]

Yes No Maybe

Fig 5.7.1 Chart showing whether Amul products are worth the price

Interpretation
Most of the respondents said that Amul products are worth the price i.e. 66%.
6% responded ‗No‘.
28% responded ‗Maybe.‘

62
 Descriptive Statistics of group based on factors that affects the
buying power of Amul products

SL NO: Factors affecting No: of respondents Percentage

the buying power
of Amul
1 Price 1 2
2 Quantity 6 12
3 Taste 31 62
4 Brand Name 10 20
5 None 1 2
6 Other 1 2
Total 50 100

Table 5.8 Showing the factors affecting the buying power

Factors affecting the buying power of Amul

2% 2% 2%

[VALUE]
[VALUE]

[VALUE]

Price Quantity Taste Brand Name None Other

Fig 5.8.1 Chart showing the factors affecting the buying power

Interpretation
Majority of them responded ‗Taste‘ as their factor i.e. 62%
20% of them responded ‗Brand Name‘ as the factor.
12% of them responded ‗Quantity‘ as the factor.
2% responded ‗None‘ as the factor.
2% responded ‗Price‘ as the factor, 2% responded ‗Other‘ as the factor.

63
 Descriptive Statistics of group based on whether they switch over
Amul products with other products at same price with same quality

SL NO: Switching over No: of respondents Percentage

Amul products
with other products

1 Yes 8 16
2 No 19 38
3 Maybe 23 46
Total 50 100

Table 5.9 Showing whether they switch over Amul products

Switching over Amul products with other products

[VALUE]
[VALUE]

[VALUE]

Yes No Maybe

Fig 5.9.1 Chart showing whether they switch over Amul products

Interpretation
Most of the respondents said ‗Maybe‘ i.e. 46%.
38% of them responded ‗No‘.
16% of the responded ‗Yes.‘

64
 Descriptive Statistics of group based on satisfaction with the quality
of Amul products

SL NO: Satisfaction with No: of respondents Percentage

the quality of Amul
products

1 Yes 46 92
2 No 1 2
3 Maybe 3 6
Total 50 100

Table 5.10 Showing the respondents satisfaction with the quality of Amul products

Satisfaction with the quality of Amul products

2% [VALUE]

[VALUE]

Yes No Maybe

Fig 5.10.1 Chart showing the respondents satisfaction with the quality of Amul products

Interpretation
Most of the people responded ‗Yes‘ which means they are satisfied i.e, 92%.
6% of them responded ‗Maybe.‘
2% of them responded ‗No‘ i.e, they are least satisfied.

65
 Descriptive Statistics of group based on whether Amul parlours
should be set up in each locality

SL NO: Amul parlours No: of respondents Percentage

should be set up

1 Yes 36 72
2 No 5 10
3 Maybe 9 18
Total 50 100

Table 5.11 Showing whether Amul parlours should be set up

Amul parlours should be set up

[VALUE]

[VALUE]

[VALUE]

Yes No Maybe

Fig 5.11.1 Chart showing whether Amul parlours should be set up

Interpretation
Most of them responded ‗Yes‘ to the setting up of Amul parlours i.e, 72%.
18% of them responded ‗Maybe.‘
10% of them responded ‗No.‘

66
 Descriptive Statistics of group based on whether Amul are
reasonable priced compared to competitors

SL NO: Amul are No: of respondents Percentage

reasonable priced
than its
competitors
1 Strongly Disagree 1 2
2 Disagree 2 4
3 Neutral 24 48
4 Agree 18 36
5 Strongly Agree 5 10
Total 50 100

Table 5.12 Showing whether Amul are reasonable priced

Amul are reasonable priced than its competitors

2% [VALUE]

[VALUE]

[VALUE]
[VALUE]

Strongly Disagree Disagree Neutral Agree Strongly Agree

Fig 5.12.1 Chart showing whether Amul are reasonable priced

Interpretation
Most of the respondents said ‗Neutral‘ which means they don‘t have any opinions i.e, 48%.
36% of them responded ‗Agree.‘
10% of them responded ‗Strongly Agree.‘
4% of them responded ‗Disagree‘
2% of them responded ‗Strongly Disagree.‘

67
 Descriptive Statistics of group based on whether Amul products are
suitable packed
SL NO: Amul products are No: of respondents Percentage
suitable packed

1 Yes 43 86
2 No 3 6
3 Maybe 4 8
Total 50 100

Table 5.13 Showing whether Amul products are suitable packed

Amul products are suitable packed

[VALUE]
[VALUE]

[VALUE]

Yes No Maybe

Fig 5.13.1 Chart showing whether Amul products are suitable priced

Interpretation
86% of the respondents said ‗Yes‘ i.e, they are suitable packed.
8% of the respondents said ‗Maybe.‘
6% of the respondents said ‗No.‘

68
5.2 INFERENTIAL ANALYSIS
 Consumers Satisfaction with the Quality of Amul Products
This is to analyse the consumer satisfaction with the quality of Amul products. For
that, t-test is used for the analysis.

Test N df Mean Significant

Consumer Statistics Difference Value Accept
Satisfaction the null
2.830 50 49 16.666 4.303 hypothesis

Table 5.14 Showing consumers satisfaction with the quality of Amul products

Inference:

The above table infer that here the P value obtained is less than the significance value
so the hypothesis can be accepted. Therefore, it is clear that the consumers are
satisfied with the quality of Amul products.

 Consumer’s perception whether Amul’s price are reasonable

compared to its competitors
This is to analyse the consumer‘s perception whether Amul‘s price are reasonable
compared to its competitors. For that chi-square test is used for the analysis.

Asymptotic
Value df Significance
(2 sided)
Amul’s price Pearson
are reasonable Chi-square 9.488 4 0
compared to Likelihood
competitors Ratio 9.243 4 0
N of Valid
Cases 50
Table 5.15 Showing consumer’s perception whether Amul are reasonable priced

69
Inference:
The above table infer that p value obtained is less than the significant value, so the
null hypothesis is accepted. Therefore, it is clear that Amul are reasonable priced than
its competitors.

70
 CHAPTER 6

FINDINGS OF THE STUDY

71
6.1 FINDINGS FROM DESCRIPTIVE ANALYSIS

From the analysis and interpretation of results and based on the objectives of the study, the
following findings can be ascertained:

 Majority of the consumers prefer easy availability and quality as the main preference
in buying any milk brand.
 Most of the respondents are in age group between 18-30 years.
 Amul products have been of great influence on all the age groups irrespective of
gender.
 Milma is still most preferred among the keralites due to its quality and easy
availability. Amul has less preference over milma due to its non-availability and are
not widely popular.
 There is no wide availability of Amul milk at modern stores in Kerala as most people
prefer buying from these stores.
 Due to this covid pandemic, people mostly prefer buying products from local shops
and Amul products are not easily available.
 Other Amul products like ice-cream, cheese/butter, paneer are preferred most due to
its taste and brand name.
 Advertisements are making a huge reputation to the Amul brand. Brand awareness is
very high.
 If Amul parlours are set up in each locality, there will be an increase in the
consumption of these products.
 Most of the respondents feel that Amul is worth the price and are suitable packed. But
still needs more people to reach like milma milk.
 Amul has the positive image in the minds of people due to its taste and brand name.

6.2 FINDINGS FROM INFERENTIAL ANALYSIS

 Consumers are satisfied with the quality of Amul products.

 Consumer‘s perception on Amul prices are reasonable compared to its competitors.

72
6.3 SUGGESTIONS

 Amul products should be more easily available than other brands like milma. They
should increase the supply of milk pouches which will increase its usage especially in
Kerala.
 They should focus more on the southern states and promote their product.
 Arrangement should be made to ensure regular supply of amul milk to the consumers
in new places once the milk in introduced. If possible transportation facility should
also be arranged to make it convenient for the retailers.
 Suggestions & complaints made by retailers & consumers should be given due
attention to provide maximum satisfaction. This could create and impression that
amul cares for them.
 People use milk for various purposes like making Curd, Lassi, and Ice-cream besides
Tea and for drinking purpose. So a positive perception can be created to make them
think that amul milk is best suited for those purposes.
 Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the
region.

73
 CHAPTER 7

CONCLUSIONS

74
From the findings it is clear that most people prefer amul products due to its taste, quality and
brand image. But Milma milk is still preferred over Amul milk due to its non-availability at
local stores. Milma is owned by Kerala Government so it will always have a premium trust
value among Keralites. Other Amul products like cheese/butter, paneer and ice-creams are
preferred due to its taste and quality.

I think that amul products are less popular in Kerala because Amul is not a dairy friendly
market as they do not sell fresh milk in Kerala. Even the product line of Amul are not popular
in Kerala. This is the big turnoff for Amul brands in Kerala. But still some of the products are
still popular and are preferred by all age groups. Strong advertisements are the key in the
success of Amul products in India.

75
BIBLIOGRAPHY

76
REFERENCE BOOKS

 Kotler, Philip
Marketing Management, 15th Edition, 2017, Pearson Education

 Alice M. Tybout, Tim Calkins, Philip Kotler

Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management,
January 7th 2011 by Wiley

 McKee, Steve
Power Branding: Leveraging the Success of the World‘s Best Brands, January 7, 2014

 Tan, Willie
Research Methods: A Practical Guide for Students And Researchers, 1st Edition, 2017,
World Scientific Publishing

WEBLIOGRAPHY

 (n.d.). Retrieved from Amul: https://www.amul.com/m/about-us

 (2018, July 15). Retrieved from heartofcodes.com:

http://heartofcodes.com/marketing-mix-of-amul/

 (2019, September 12). Retrieved from giantmarketingstrategies.blogspot.com:

https://giantmarketingstrategies.blogspot.com/2019/09/marketing-strategy-and-
competitor.html

 (2021). Retrieved from CFI:

https://corporatefinanceinstitute.com/resources/knowledge/other/product-mix/

 Bhagyashree S. Kunte, P. S. (2015, June). Retrieved from Google Scholar:

http://ijmrr.com/

 Bhasin, H. (2021, January 8). Retrieved from Marketing91:

https://www.marketing91.com/customer-perception-important/

77
 David, J. (2020, January 31). Retrieved from messagely:
https://www.messagely.com/customer-perception/

 Dev, A. (2020, May). Retrieved from Google Scholar:

http://ijmer.s3.amazonaws.com/pdf/volume9/volume9-issue5(6)-2020.pdf#page=145

 Dua, G. (2021, May 12). Retrieved from startuptalky.com:

https://startuptalky.com/amul-marketing-strategies/

 Kansara, D. P. (2021, 01 09). Retrieved from Silicon Essays:

https://siliconessays.com/2021/01/09/supply-chain-of-amul/

 Kitey, V. (2021, May 10). Retrieved from StartupTalky:

https://startuptalky.com/amul-case-study/

 Klaudia Kurajdova, J. T.-P. (2015). Retrieved from Google Scholar:

https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.901.5657&rep=rep1&type
=pdf

78
REVIEW OF LITERATURE

 Bhagyashree S. Kunte, P. S. (Jun 2015). A LITERATURE REVIEW OF INDIAN

DAIRY INDUSTRY . https://www.proquest.com/, Vol. 5, Iss. 6, 341-350.
 Biswal, M. S. (July 2020). The moderating effect of COVID-19 on the Promotion and
Sales of Amul Diary Products in Maharashtra. http://www.drsrjournal.com/, Vol-10
Issue-07 No. 19.
 Dev, A. (May 2020). A STUDY ON THE CONSUMER PREFERENCE TOWARDS
MILMA AND AMUL PRODUCTS. Google Scholar, VOLUME:9, ISSUE:5(6).
 Dhamija, S. (2020). A descriptive Analysis on the Customer Satisfaction on Dairy
products. https://ejmcm.com/, Volume 7, Issue 4.
 KHANNA, V. (February 2015). Consumer behaviour and perception towards selected
dairy. https://www.researchgate.net/, Vol. 4, No.1,Pg: 7.
 Klaudia Kurajdova, J. T.-P. (2015). Literature Review on Factors Influencing Milk
Purchase Behaviour. International Review of Management and Marketing, Vol. 5, No.
1, pp.9-25.
 Manishphuyal. (June 2016). A STUDY ON CONSUMERS‘ PERCEPTION
TOWARDS PACKAGED MILK PRODUCTS IN PANIPAT, HARYANA.
https://www.researchgate.net.
 N Ramya, D. S. (2018). A study on consumer buying behaviour towards Amul.
https://www.researchgate.net/, 4(7): 353-357.

 Prof. Sulekha Munshi, D. A. (2020). STUDY OF AVAILABILITY OF AMUL

PRODUCTS DURING LOCKDOWN PERIOD IN MUMBAI CITY.
https://ejmcm.com/, Volume 7, Issue 8.
 R. KASTHURI a, K. K. (2018). A Study on Consumer Satisfaction Towards Milk
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79
ANNEXURES

80
 COSTUMER PERCEPTION OF AMUL BRAND

1. Age Group

Below 18

Between 18 – 30

Between 31 – 55

Above 55

2. Do you buy dairy products from modern stores?

Yes
No
Maybe

3. Which milk brand do you prefer?

Amul
Milma
A-one
Malanadu
Other ……………………………………………………

4. How do you know about Amul products?

Advertisement
Family / Friends
Company Promotions
Other ……………………………………………………...

81
5. Which of the Amul products do you consume?
Milk
Ice-cream
Sweet Curd
Paneer
Cheese / Butter
Other ………………………………………………………..

6. What is the off take of the product you use?

Daily
Weekly
Monthly

7. In your perception are Amul products are worth the price?

Yes
No
Maybe

8. You are buying Amul products due to its

Price
Quantity
Taste
Brand Name
Other …………………………………………………………….

9. If any other brand start providing products at same price with same
quality as that of Amul would you switch over?
Yes
No
Maybe

82
10. Are you satisfied with the quality of Amul products?
Yes
No
Maybe

11. Do you want more Amul parlours to be set up in your locality?

Yes
No
Maybe

12. The products of Amul are reasonable priced as compared to

competitors
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree

13. The Amul Products are suitable packed

Yes
No
Maybe

83