Presentation on Consumer

Behaviour & Satisfaction towards

Amul Ice - Cream


Sumitted to Submitted By
Prof. Vikrant Maheshwari Arshit Verma
 Introduction
Years of Establishment 1973


Members 33 District cooperative milk producers
unions ( 17 members & 1 nominal
members)

No. of Producer 3.60 Millions

members

No. od Village societies 18,700

Total milk handing capacity per 35 million liters per day

day

Milk collection (Daily Average 23 millions litters

2018-19)

Cattle feed manufacturing 9200 mts.per day

capacity

Sales Turnover(2019-20) Rs. 38,550 crores (US$ 9.76 Billion)

 Objective

 To increase the no of outlets of Amul Ice Cream
 To analysis the retailers perception about Amul Ice
Cream.
 To find out competitive edge over competitors.
 To analysis the market size of Ice Cream.
 To study the consumer preference about different Ice
Cream companies.
 Scope of the Study

 To ascertain the problem faced by the company
retail outlets.
 To increase the outlets by analysis feed back
given by interviewer ( including existing and non
existing outlets ).
 Analysis the pricing strategies followed by rivals.
 The study will help company in providing
information about current competitive position
of Amul Ice cream in markets.
 Amul Product

Amul kool Milk Shake
Amul Kool
Amul Kool Café
Kool Koko
Nutramul Energy Drink
Amul Kool Chocolate Milk
Amul Kool Flavoured Bottled Milk
Amul Kool Flavoured Tetra Pack
Amul Masti Spiced Butter milk
 Research methodology

 Research methods was divided in two part A and B .
 In part A research is conducted by visiting to various non ex existing outlets of
Amul and asking them about Amul Ice cream and whether they would keep
Amul ice cream
 In part B research was conducted by visiting to various existing Amul’s outlet
and know about the placement of old and unsold stock and services of Amul.
 Collection of Data :-
primary Data
Secondary Data
 Sampling Techniques : Random sampling
 Sample Size : 100 Respondents ( age range Between 18 -40 years)
 Methods : Direct interview through questionnaire
 Data analysis methods : Graphical methods.
 Sample place : Kothrud & Warje ( Pune )
 Findings

 When researcher have made the project it find that Out of 100 consumers 90 respondent aware the Amul Ice- cream 10
respondent are not aware about Amul Ice- cream
 When the researcher have made the project it found that maximum (77% )number of respondent Eating Amul Ice- cream
and 25 are not eating Amul Ice – Cream , it have to improve their service and grap the more opportunities.
 It find that 50% respondent are eating Amul Ice – Cream , 20 % of kwality wall’s , 15 % of mother dairy and 15 %
respondents are going for other brand.
 when the researcher are made the project it find that 60 % respondent are satisfied with Amul Ice- cream and 40 % of
respondent are not satisfied .
 It find that 70 % of people are very happy with service of Amul Ice – cream which availability in shop and 30 % respondent
are not happy company have to make the more focus on the service.
 It find that out of 100 respondent 60 % sat Quality factors are consider , 20% say Brand Image factors are consider, 10 say
price factors are consider and remaining 10 % are say Availability factors are consider.
 When the researcher have put the question to respondent 72 consumers are satisfied with Quality of Amul Ice – Cream and
remaining 28 % are not satisfied with the quality provide by the company ,so company have to made the more focus on that
segment of user.
 Out of 100 consumers 85 % people are satisfied with price of Amul Ice – Cream and 15 are not satisfied with price of Amul
Ice- cream.
 When researcher have to ask for the overall rate for Amul Ice – cream out of 100 respondent 55 % give excellent, 20 % say
average , 20 % say and remaining 5 % say poor .
 It find that 76% of the respondent feel that they get value for money they paid and remaining 24 % of respondents feel that
they are not getting the value for money what they paid. From the above table we can conclude that majority of the
respondents are agreed that they are getting the value for money they paid
 Suggestion

 Increase Awareness of Amul Ice- Cream
 Moderately decrease the price of Amul Ice – Cream
 Create toll free telephone number for customer
feedback
 Introduction the trend of coupon system
 Introduced some good combination of flavors that
will Qualify the product more.
 Put award “fastest growing dealer” for dealers.
 Conclusion

The company has remained successful to make the people
customers aware of the different Ice- cream products. It is offering
there is stiff competition with other companies in the similar
product line. Various measures suggested, if implemented
thoroughly will got the company edge over others. 
There is lot scope and there lot to do , to satisfy the customer. As the
customer satisfaction index is “At part” currently. Efforts to change
it to “Above Par” are necessary.
Through the customer are fully aware about products but they are
not fully satisfied with it.
The company also needs a proper distribution network for
availability of product demand.