A FIELD SURVEY REPORT

ON
<A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS AMUL MILK>

By-
<HIMANSHU NISHAD> Under the Supervision of-
<Mr. Vir Pratap Singh>
MBA (2023-25) < ASSISTANT PROFESSOR >
SCHOOL OF MANAGEMENT SCIENCES
ROLL NO: MBA2311102
(SMS)
 INTRODUCTION

 AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation Lt. (GCMMF), which today is jointly owned by some 2.6 million
milk producers in Gujarat, India

 Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-
07). Currently Amul has 3.6 million producer members with milk collection average of 25.6 million litres per day. Besides India,
Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few
South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the
Japanese markets.

 The brand name Amul derived from Sanskrit word AMULYA means PRICELESS. A quality control expert in Anand had suggested the
brand name “AMUL”.

 Tribhuvandas Kishibhai Patel founded the organisation in 1946 and served as its chairman until his retirement in the 1970s. He
hired Verghese Kurien in 1949, ....
 LITERATURE REVIEW

• Dr. S.P. Savitha [2017] – A Study on consumer preference towards AMUL MILK Madurai city. International
journal of current Research and modern Education, volume2, issue 1,pp. 41-46

• Mohit jamwal, Dr. Akhilesh Chandra Pandey (2014). “Consumer behaviour towards cooperative milk societies: A
study on measuring customer satisfaction of Anchal milk ( A member milk union of UCDF ltd)”, IBWL 2020:
Needs& Strategies- A Management perspective.

• Mrs. Sonali Dhawan, “ A Study on consumer behaviour towards various branded and non branded milk special
reference to Jabalpur district in Madhya Pradesh”. Consuer behaviour can be defined as thee behaviour that
consuer display in searching for purchasing. Using and disposing of products and services. that they expect will
satisfy needs and wants. But there is a lack of awareness among the consumer about milk they are consuming.
The campaign has to be run by the companies how they pasteurized the milk and how hygienic it is to use
branded milk.

• Dr.p.Rengarajan, R. Sathya and R. Gothami , “ Buying behaviour of selected branded”.Dairy products is one of
the important thing used nowdays in urban and rural ares. Although the country has emerged as the largest
producer of milk in 90’s. Market size is increasing day by day and the demand for that products is araising. So,
the companies need a proper distribution network for avaidability of products at demand.
 OBJECTIVEs

 To know the preference of Amul Milk with comparison to

other competitive brands.

 To identify the brand awareness, problems and level of

satisfaction of the respondents in purchasing of Amul Milk.

 To ascertain the factors influencing the purchase of Amul Milk.

 Methodology:
Types of Research Descriptive Research

Universe All consumers in varansi

Sample unit Individual consumers of Varanasi
Sample size 100
Data collection method Sample survey
Data collection tools Questionaire
Data type Primary data
Data Analysis tools MS Excel
Area of study Varanasi
Statistical Techniques used Pivot Table, Regression, ANOVA, T-test
 PIVOT TABLE
How satisfied are you with the quality of Amul milk compared to other brands you consume

How satisfied are you with the quality of Amul milk compared to other brands you consume
Female 29
Neutral 6
Satisfied 14
Very satisfied 9
Male 72
Neutral 6
Satisfied 47
Very dissatisfied 1
Very satisfied 18
Grand Total 101

Total
70

60

50

40 Total
30

20

10

0
Maybe No Yes Maybe No Yes
Female Male
 Total
70
60
50
40 Total
30
20
10
Please rate your awareness of the brand "Amul" in the context of milk products0
Maybe No Yes Maybe No Yes
Female Male

Please rate your awareness of the brand "Amul" in the context of milk products
Female 29
Agree 17
Disagree 1
Neutral 4
Strongly Agree 7
Male 72
Agree 36
Disagree 2
Neutral 6
Strongly Agree 27
Strongly Disagree 1
Grand Total 101
 Considering all factors (quality, availability, pricing, etc.), how satisfied
are you with Amul milk

Considering all factors (quality, availability, pricing, etc.), how satisfied are you with Amul milk
Female 29
Neutral 5
Satisfied 16
Very Satisfied 8
Male 72
Dissatisfied 4
Neutral 11
Satisfied 36
Very Dissatisfied 1
Very Satisfied 20
Grand Total 101

Total
70
62
60

50

40 Total
30 24
20

10 6 4
3 2
0
Maybe No Yes Maybe No Yes
Female Male
 How likely are you to recommend Amul milk to others
How likely are you to recommend Amul milk to others
Female 29
Likely 10
Neutral 3
Unlikely 1
Very Likely 15
Male 72
Likely 35
Neutral 8
Very Likely 28
Very Unlikely 1
Grand Total 101

Total
70
60
50
40
Axis Title

30 Total
20
10
0
Maybe No Yes Maybe No Yes
Female Male

Axis Title
 How often do you purchase Amul milk

How often do you purchase Amul milk

Female 29
Always 13
Occasionally 4
Sometimes 12
Male 72
Always 20
Frequently 8
Never 9
Occasionally 13
Sometimes 22
Grand Total 101

Total
2
3 Female Maybe
Female No
24 Female Yes
Male Maybe
Male No
Male Yes
62
6
4
 Count of Considering all factors (quality, price, taste, etc.), which brand of packaged milk would you choose
as your top preference
Female 29
Amul 23
Amul, Mother Dairy 1
Amul, Nestle 1
Mother Dairy 2
Nestle 1
Other (please specify) 1
Male 72
Amul 52
Amul, Mother Dairy 4
Amul, Mother Dairy,
Nestle 1
Amul, Nestle 2
Mother Dairy 8
Mother Dairy, Nestle 2
Nestle 2
Other (please specify) 1
Grand Total 101

Count of Considering all factors (quality, price, taste, etc.), which brand of
packaged milk would you choose as your top preference Total
70
60
50
40 Total
30
20
10
0
Maybe No Yes Maybe No Yes
Female Male
 How likely are you to recommend Amul milk to others
compared to other brand
How likely are you to recommend Amul milk to others compared to other brand
Female 29
About the same 3
Less likely to recommend Amu 1
Less likely to recommend Amul 7
More likely to recommend Amul 7
Much less likely to recommend Amul 6
Much more likely to recommend Amul 5
Male 72
About the same 15
Less likely to recommend Amul 12
More likely to recommend Amul 18
Much less likely to recommend Amul 24
Much more likely to recommend Amul 3
Grand Total 101
Total
70

60

50

40 Total

30

20

10

0
Maybe No Yes Maybe No Yes
Female Male
 How likely are you to switch from Amul milk products to another brand in the future
Female 29 How likely are you to switch from Amul milk products to another brand in th
Likely 11
future
Neutral 7
Very likely 11
Male 72
Likely 25
Neutral 20
Unlikely 8
Very likely 16
Very unlikely 3
Grand Total 101

Total
70
60
50
40 Total
30
20
10
0
Maybe No Yes Maybe No Yes
Female Male
 What factors influence your decision to purchase Amul milk
products

What factors influence your decision to purchase Amul milk products

Female 29
Availability in stores 2
Brand reputation 6
Packaging 1
Pricing 1
Quality of the milk 19
Male 72
Advertisement 2
Availability in stores 7
Brand reputation 24
Pricing 6
Quality of the milk 33
Grand Total 101

Total
70

60

50

40 Total

30

20

10

0
Maybe No Yes Maybe No Yes
Female Male
 Have you ever tried other competitive brands of milk products apart from Amul
Female 29
Maybe 6
No 4
Yes 19
Male 72
Maybe 6
No 6
Yes 60
Grand Total 101

Have you ever tried other competitive brands of milk products

apart from Amul
Total
70

60

50

40 Total

30

20

10

0
Maybe No Yes Maybe No Yes
Female Male
 Are you aware of the brand "Amul

Count of Are you aware of the brand "Amul

Female 29
Maybe 3
No 2
Yes 24
Male 72
Maybe 6
No 4
Yes 62
Grand Total 101
Total

Female Maybe
Female No
Female Yes
Male Maybe
Male No
Male Yes
THANK YOU