project on consumer perception about amul butter
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PROJECT
ON
DIGNOSIS AND MEASURES FOR
“CONSUMER PERCEPTION ABOUT AMUL
BUTTER”
IN PARTIAL FULFILMENT OF THE REQUIREMENT OF
MBA PROGRAMME OF AMITY SCHOOL OF DISTANCE
LEARNING NOIDA
PROJECT PROPOSAL APPROVAL
AMITY SCHOOL OF DISTANCE LEARNING
PROFORMA FOR APPROVAL OF PROJECT
PROPOSAL
Enrolment No 16077821538Study center. MEERUTRegional center. NOIDA
Name and Address of the student : ASHISH KUMAR MEERUT
Title of the Project : “CONSUMER PERCEPTION ABOUT AMUL BUTTER”
Subject Area : MARKETING
Name and Address of the supervisor : MR. PRADEEP KUMAR SECTOR, A-139
GANGA NAGR
MEERUT
Is the supervisor and Academic : YES
Counselor of Management Program
Of AMITY : NO.
(If yes name code of study center For and Since when)
CONTENTS
SR. NO. CHAPTER PARTICULARS
1. - CERTIFICATE
2. - CERTIFICATE
3. - ACKNOWLEDGEMENT
4. 1 INTRODUCTION
5. 2 OBJECTIVE AND SCOPE
6. 3 METHODOLOGY
7. 4 DATA COLLECTION
8. 5 DATA ANALYSIS
9. 6 FINDINGS
10. 7 RECOMMENDATIONS
11. 8 CONCLUSION
12. - QUESTIONNAIRS
13. - BIBLIOGRAPHY
CERTIFICATE
I, ASHISH KUMAR, certified that the Project Report entitled
“CONSUMER PERCEPTION ABOUT AMUL BUTTER” is an original one
and has not been submitted earlier either to AMITY or other institution for
fulfillment of the requirement of course of Management Programme (MBA)
Signature of Student
Place: Regn No.16077821538
Date: AsoDL
Counter Signed
Place:Date: Signature of Guide
CERTIFICATE
This is to certify that Mr. Ashish Kumar has planned and conducted the
project entitled “CONSUMER PERCEPTION ABOUT AMUL BUTTER”
Under my Guidance and supervision and the report submitted there with
result of bonafied work done by him.
Place:
Date: Signature of Guide
ACKNOWLEDGEMENT
It is my amusing responsibility to present my service
acknowledgement to those honorable personalities of the
department who have been a constant source of help and shore up
in carrying out this project.
First of all I wish to express my indebtness to my project guide Mr.
PRADEEP KUMAR, Manager Marketing AMUL DAIRY for his
valuable suggestions and supervision throughout the project.
I wish to express my indebtness to Mr. RAJA MALIK, coordinator
for his valuable suggestions and guidance throughout the project.
This research would not have been accomplished without affable
efforts of the all the concerned authorities. Also this project enables
me to have the know-how of the efficiency & working of the team
spirit. Its web like structure helps me to have added potential in
myself to adjust easily to the tense & result oriented environment
of the association.
ASHISH KUMAR
INTRODUCTION
Butter has a very important role in the Indian break fast.
Butter is consumed in India since the time of lord Krishna.
Butter increases the flavor of break fast. When you are at the
table of breakfast you need more flavors in breakfast and
butter execute this constraint?
Amul butter processed using advanced dairy technology its
formulation ensure easy spreadibility even at low
temperature.
The brand name "Amul," from the Sanskrit "Amoolya,"
(meaning precious) was suggested by a quality control expert
in Anand formed in 1946, is a dairy cooperative in India. It is
a brand name managed by an apex cooperative organization,
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).
COMPANY PROFILE
Parent group:
The highest milk producer in the entire globe – India
boasts of that status. India is otherwise known as the
‘Oyster’ of the global dairy industry, with opportunities
galore to the entrepreneurs globally. Anyone might want to
capitalize on the largest and fastest growing milk and milk
products' market. The dairy industry in India has been
witnessing rapid growth. The liberalized economy
provides more opportunities for MNCs and foreign
investors to release the full potential of this industry.
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by some 2.8 million
milk producers in Gujarat, India.
It is one of the best examples of co-operative achievement in
the developing economy."Anyone who has seen ... the dairy
cooperatives in the state of Gujarat, especially the highly
successful one known as AMUL, will naturally wonder what
combination of influences and incentives is needed to
multiply such a model a thousand times over in developing
regions everywhere. Amul has spurred the White Revolution
of India, which has made India the largest producer of milk
and milk products in the world. It is also the world's biggest
vegetarian cheese brand.
Plant location:
AMUL is based in Anand, Gujarat and has been an example
of a co-operative organization's success in the long term.
The main zonal offices of Amul are situated in:
AHMEDABAD; CALCUTTA; MUMBAI; CHENNAI and
NEW DELHI.
On the other hand the sales offices situated at these places:
ASANSOL; AGARTALA; BANGALORE; COIMBATORE;
DIMAPUR; COCHIN; DHARWAD; BOISAR; CUTTACK;
GORAKHPUR; GUWAHAT &GHAZIABAD
DATA SOURCE : - {WWW.AMUL.COM}
ABOUT AMUL
The Amul Dairy Cooperative, which had been around
since 1946, was integrated into this system, helping
transform India into one of the world’s largest milk
producing countries. Dr. Varghese Kurien, who founded
Amul, has been profiled on Ashoka’s changemakers
website. Here is what they have to say about his
organization:
Amul Dairy has organized over 10,000 village
cooperatives, designed and implemented multiple
interventions along the value chain. Together these
cooperatives bring more than 10 million liters of milk to
market daily, which makes them the leading player in the
Indian milk industry. For many of India's rural poor, daily
milk sales from the few cows they own is an essential part
of their income. Yet the entire process from taking the
milk to a market to selling it and collecting payments is
fraught with inefficiency and unfairness. Amul Dairy has
transformed the process for millions of small farmers by
using an automatic, computerized collection system which
reduces the time for weighing, quality testing and payment
processing from a few hours with payment days later, to
five minutes and immediate payment. Each day, milk is
collected no more than 10 miles from the farmer, with this
nationwide, decentralized, collection process. Amul
developed a computerized quality testing machine, which
makes the process transparent and fair to the farmer, and
buys exclusively from women—a decision which has
increased the status of the women, while developing a
positive brand image for India's largest food products
business
PROLIFERATION AND EXTENSION OF FOOD
BRANDS
Food items are primarily processed to extend its shelf life
and to preserve its nutritional value. The secondary
purpose of processing of food is to deliver convenience,
taste and appeal to the target consumers. Depending upon
what consumer segments we are targeting the processing
methods, type of food and its taste and packaging and total
presentation varies widely. In a country like India where
local taste preferences differ from region to region it poses
a much bigger problem to produce food products which
can have a much larger acceptance and hence a bigger
market potential. But there are some food categories and
types for which there is a universal acceptance and hitherto
Indian processed food industry only were processing those
generic categories of foods for all India market. Even new
entrants in the processed food industry were only adding
brands in the traditional sectors. We have witnessed this
phenomenon before liberalization in different categories.
And as a result, mortality rate of processed food brands
were quite high. For example, when Amul came into the
market with their Amul Butter -Polsons butter disappeared
from the scene. And the successful brand went on
extending it to other categories. Having tasted success,
Amul brand has been extended across a range of items.
PRODUCT RANGS
Here is the list of the products of Amul dairy cooperation
LTD.
List of Products Marketed:
Bread spreads:
Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand Amul Mithaee Gulab jamuns Amul Mithaee Gulab jamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos
UHT Milk Range:
Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix
Pure Ghee:
Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food
Milk Powders:
Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
Curd Products:
Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk
Amul Lassee
Amul Ice creams:
Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale,
Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi
Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocó bar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips, Cake Magic)
Chocolate & Confectionery:
Amul Milk Chocolate Amul Fruit & Nut Chocolate
Brown Beverage:
Nutramul Malted Milk Food
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
Amul Kool Cafe Amul Kool Koko Amul Kool Milk Shaake (Mango, Strawberry, Badam,
Banana)
Health Beverage:
Amul Shakti White Milk Food
Including cheese, cheese spread, and shrikhand, chocolate
and ice-cream.
QUALITY POLICY
At Amul Pvt. ltd. Quality is a relentless commitment to
continuous improvement in the product, process and system
provide consistent quality product to meet out customer
requirement through out the company.
Main qualities objective are as follows:
To focus on customer and successfully meet their
need and requirement.
To manufacturer effective product at competitive
price and to improve the quality of life of common masses.
To implement system to ensure prevention of error
rather then detection of error.
To ensure safety in all operation and to follow the
system in all errors of operations.
To continuously trained people to build up their
skills and expertise ad thus involve them to become committed
to the quality process.
To reduce wastage within the organization and
increase productivity.
DATA SOURCE:- {WWW.AMUL.COM}
DISTRIBUTION CHANNEL OF AMUL PVT LTD
1. Amul has a relatively good distribution network, but still
company is not able to fulfill the demand of outlet in the
peak season when demand is very high. Here company
should consider on the supply of product in the peak
season.
2. Supply should be regular to all the outlets including
those that lie in the pocket Roads and not just in the outlets
which lie on the easily accessible routes.
3. Since the penetration of Amul products in eateries is the
worst among all the channels, the company ought to adopt
strategy like supplying free menu cards, which has the
company logo printed on them; this will not only increase
the penetration of the product in the outlets, but also
improve the market sales.
4. The company should also ask its distributors to supply its
products on a bill to bill based credit system with at least all
the reliable retailers, so that the product penetration in the
outlets increases in terms of percentage of units stocked at a
time in the outlet, this would also look appealing to the
customer who would instead like to pick up the product at
first glance.
5. Credit is the 2nd biggest factor that influences the
penetration of the product into
the retail outlet. So company should give the credit to all
outlets.
6. Given the fact that margin offered to the retailer is not
similar in the case of the Competitor’s product. For this
fact, the company should give good margin to the
Retailers than the competitors.
7. Due to the lack of awareness of milk product in Cochin,
the company should be advertised of the product by print
and electronic media especially in local channel and
newspapers
8. Discount is also an important factor of stocking decision
for retailers. So, company should give discount to all
retailers for influencing the stocking.
9. Company should also give the replacement offer to
those outlets which is running
With small business.
10. Only fresh product should be supply in the outlet. The
main cause of the supply of fresh product is that customer
always wants fresh product. They don’t want to take 3 or 4
days old product.
DISTRIBUTION CHANNEL
factory
distribution Agents export
Retailer
consumer
PRODUCT FEATURES & CONSUMER
Product and its feature are one of those marketing tools that the firm uses to pursue its marketing objective in the target market.
MC CARTHEY classified such marketing tools into four broad groups that he called the four “Ps” of marketing.Product PricePlacePromotion
The particular marketing variable under each “P”
Product price place promotion
Product list price channel sales
promotion
variety
Quality discount coverage advertising
Design allowance assortment sales force
Feature public relation
Brand name credit term inventory direct
marketing
Packaging
Size
Service
Warranties
Here one should always bear in mind the four “Ps” represent
the seller view of the marketing tools available for
influencing buyers. From the buyers point of view, each
marketing tools is desired zero deliver a customer benefit.
OBJECTIVE OF THE SURVEY
Today India is the most potential market, with population of
above 1000 million people.
The capture the Indian butter market, the butter
companies most know the brand image and brand loyalty
between the consumer and the consumer perception about
different brand of butter.
The company must know its potential in the market i.e.
market share of the companies Product.
To find the answer of the problem research topic was
concerned with the market potential of Amul butter in
Ghaziabad.
RESEARCH OBJECTIVE
To find out major competitors of Amul
butter.
To find out the market share enjoyed by
each.
To measure the satisfaction of customers
dealing Amul butter.
To find out the brand image of Amul butter.
To study about consumer satisfaction with
Amul butter.
To study of project is auditing the butter
market
SCOPE
Survey of customers and dealers dealing in butter.
Ghaziabad
Record feed back from the market and recommended future
plan for the operation.
Through the survey, it is trying to know, what is the basic
difference between our company and other fast moving
Consumer goods Company’s product in quality, price,
packaging etc. through the survey, it would be able to
ascertain the weak point of salesman, distributors and other
product related in this way may would be able to create
effective training package or can give some instructions to
make them more effective.
METODOLOGY
1: RESEARCH DESIGN USED:
Research is an art of scientific, investigation and systematic
research for pertinent information on a specific .I have used
descriptive type of research. Descriptive research designing
can be used to study: consumer profiles, market potential
studies, product usage, attitude surveys, sales analysis, media
research and price surveys etc.]
2: DATA COLLECTION METHOD:
I have used survey method for data collection. Survey is the
most commonly used method.
3: DATA SOURCE:
Primary data: The objectives of primary data are formulated
on the basis of research objectives. Primary data has been
collected personally from various consumers as well as
retailers.
Secondary data: I collected data from magazines,
newspaper and different websites.
4: RESEARCH INSTRUMENT:
A. Questionnaire for consumers: a questionnaire consist a
se of questions presented to respondents for their answers.
Because of its flexibility, the questionnaire is the most
common instrument used to collect primary data.
B. Schedule for retailers: Schedule is a device in social
research, which frequently used in collecting field data
especially where the survey method is employed. It contains
questions and blank tables, which are to be filled by the
investigators themselves after getting information from the
respondents.
5: TYPE OF QUESTIONNAIRE:
Structured, Non-disguised- In this types of questioning the
researcher setup a formal list of questions Answers are
frequently limited to a list of alternatives which is stated or
implied.
6: TYPE OF QUESTIONS:
Multiple choice
Dichotomous
Close-ended
Ranking item questions
7: ATTITUDE MESSUERMENT TECHNIQUES:
(A)Direct Personal Interview- A direct personal interview
is face-to-face communication with the respondents. The
interviewer gets in touch with the respondents ask the
questions, and records the answers obtained.
(B)Rating Scales-The rating scale involves qualitative
description of a limited number of aspects of a thing or traits
of a person.
(C) Ranking scales-Under ranking scales (or comparative
scales) we make relative judgments against other similar
objects. The respondents under this method directly compare
two or more objects and make choice among them. I have
used method of rank order, under this method of comparative
scaling, the respondents are asked to rank their choices. This
method is easier and faster than method of paired
comparisons.
DATA
COLLECTIONS
DATA COLLECTION
A sampling plan is a definite plan determined before any data
are actually collected for obtaining a sample from given
population.
(A)Sample Size-50(The standard sample size had chosen by
me.)
(B)Sampling Technique-I have used Probability sampling
for my research report. Under this sampling design every
item of the universe has equal chance of inclusion in as
ample.
(C)Place of the Study- Ghaziabad., Meerut
(D)Survey Period- NOV-DEC, 2008
SAMPLING METHOD
In many marketing research project making a census study of
the entire universe will be impossible on account of
limitation of time and money. Hence sampling becomes
inevitable. Sampling is used to collect primary data when
source of data for too many to be exhaustively handled.
Sampling is an integral part of data collection process. A
sampling is only a portion of universe of population. The
success of sampling depends on the extent to which
characteristics of the sample truly represent these of the
universe.
According to Yule, a famous statistician, the objective
of sampling is to get maximum information about the parent
population with minimum effort. Properly done, sampling
produces representative data on the entire population.
Term commonly used in sampling population or universe:
In marketing research population research population
means the aggregate of all elements that are relevant to the
scope of the problem under the study. All of them process the
characteristics under investigation. When the research defines
the characteristics under investigation, automatically it
delimits the population. Population need not necessarily
means living persons, It may denotes nonliving objects like
companies, event or dealers.
Sample is a part of universe that is being studied and which
generally reflects most of the traits that universe had.
Method of Sampling:
Probability Sampling Method.
Systematic sampling
Area Sampling
Non Probability Sampling
Convenience sampling
Quota Sampling
Judgment sampling
Panel Sampling
In My Project Report I Used Random Sampling Method
MEANING OF PROJECT
Project gives us necessary guidance and though for the
foundation of business. A project is an essential requirement
of business and for motivated person. Prior starting of any
project it is necessary to understand the meaning of every
letter of word “Project” each letter of the project has its
special meaning that is discussed.
‘P’ Planning:- The first step ‘P’ stands for planning,
planning is the word that means prior the construction of any
thing and for their arrangement there should be good
planning which gives better results in manufacturing the
thing that is being prepared as well as it is the bridge of
between present and future.
R: Resource: ‘R’ stand for resource as resource give the
current idea to promote the work.
O: Operative: It is a process of performing various function
in systematic way.
J: Joint effort: a project cannot achieve its maximum
success without the complete cooperation of group member.
E: Engineering: Engineering is a branch of science under
which a given task can be performed efficiently with the help
of knowledge and technique in a short duration by employing
less money.
C: Communication: Communication simply means the
exchange of ideas, which flows between two or more person
as well as from one place to an other place.
T: Techniques: Techniques is a simply an art performing a
task the project should be finished with different technique of
works.
DATA ANALYSIS
DATA PROCESSING AND ANALYSIS
Processing & Analysis the collected data: - once the field
survey is over and questionnaire have been received, the next
task is to aggregate the data in a meaningful manner. A
number of tables are prepared to bring out the main
characteristics of the data. The researcher should have a well
thought out framework for processing and analyzing data,
and this should be done prior to the collection. it includes the
following activities—
(i) Editing: the first task in data processing is the editing.
Editing is the process of examining errors and omissions in
the collected data and making necessary corrections in the
same.
(ii) Coding: coding is the procedure of classifying the answer
to a question into meaningful categories. Coding is necessary
to carry out the subsequent operations of tabulating and
analyzing data. If coding is not done, it will not be possible to
reduce a large number of heterogeneous responses into
meaningful categories with the result that the analysis of data
would be weak and ineffective, and without proper focus.
(iii)Tabulation: tabulation comprises sorting of the data into
different categories and counting the number of cases that
belong to each category. The simplest way to tabulate is to
count the number of responses to one question. This is also
called universal tabulation. The analysis based on just one
variable is obviously meager. Where two or more variables
are involved in tabulation, it is called bivariate or
multivariate tabulation.
(iv)Analysis: after the all three above steps, the most
important step is analysis of the data. Under this step, they
can use the various tools of the analysis such as Central
Tendency, Dispersion, Correlation co-efficient, Regression
Analysis, Test of Hypothesis etc.
BRAND PREFER BY COSTOMER
BRAND PREFERANCE %
AMUL 59
MOTHER DAIRY 21
NESTLE 12
BRITANNIA 8
(with the help of survey conducted)
DEMAND OF BUTTER IN VARIOUS PACKS
PACKS DEMAND (%)
500gm 30
100gm 70
(with the help of survey conducted)
CUSTOMER SEE AT THE TIME OF
PURCHASING
INFLUENCE NO. OF CONSUMER
PRICE 21
QUALITY 24
PACKAGING 18
GIFT 12
TASTE 25
(with the help of survey conducted)
SEASONAL CONSUMPTION OB BUTTER
SEASON CONSUMPTION
MONSOON 20
SUMMER 30
WINTER 50
(with the help of survey conducted)
PURCHASE OF BUTTER’S FREQUENCE
TIME FRQUENCE (%)
DAILY 7
WITHIN TWO TO 5
DAY
21
TWICE A WEEK 33
WEEKLY 39
(with the help of survey conducted)
BRAND AWARENESS
BRAND AWARE % UNAWARE
%
AMUL 100 0
MOTHER
DAIRY
26 74
NESTLE 37 63
BRITANNIA 40 60
(with the help of survey conducted)
AWARE
NOT
AWARE
ABOUT DEMAND IN VARIOUS PACKS
In my survey I came to find out that small pack is more
preferable then large one. So 100gm is more demanded then
500gm.
And the percentage demand of each case as follow:
100gm : 70%
500gm : 30%
(with the help of survey conducted)
MEDIA INFLUENCE
MEDIA CONSUMER%
PRINT 11
OUTDOOR 20
AUDIO / VISUAL 59
TRANSIT 10
(with the help of survey conducted)
SOWT ANALYSIS
STRENGTH
Wide range of products
Brand loyalty
Standardized product
Extensive distribution network
Product are known for providing true value for money
WEAKNESS
Amul has a goodwill, but few product need more
advertisement.
Due to large product line the company is unable to pay
adequate attention to some of its product.
OPPORTUNITIES
Growing market due to increase population, income and
changing habit.
If Amul bring product for higher income group. The
demand for its product may in that area.
THREAT
There are fours brand of butter in the market but other
leading companies are also thinking to approach in this
segment.
Aggressive advertisement of the competitors.
FINDINGS
1. Time duration was short.
2. Due to non-availability of mode of transport lots of
inconvenience was faced by the investigator.
3. A large sample could not be taken and systematic
probability was not conducted due to the lack of time.
4. During the course of survey some unavoidable error are
faced such as no response, inaccuracy in response.
5. The findings are totally based on respondent’s
prediction and hence can be biased to some extent.
RECOMMENDATIONS
1: Companies distributors and representatives must make the
retailers aware about their butter and try to place the product
on each and every shelf on the strength of their distribution.
2: Company should advertise its butter through appropriate
media.
3: Company should keep MRP slightly lower than amul and
provide better service and margin to retailers, so that they
push the product.
4: Company should also target the consumer by offering
discount coupons or pens /spoon free offer or some other
innovative viable for attracting them.
5: Company should use top of space selling or display
contest in major markets to create product awareness.
CONCLUSION
1. The brand awareness for Amul butter is more. It is excellent
for the company.
2. 100gm packaging are sold more then 500gm packaging.
3. Quality, date of manufacturing, price brand image is the major
factor considered for the customer while buying a particular
brand.
4. Consumption rate of butter is high in winter and low in
summer.
5. Retailer is interested for quality or customer oriented product
rather then having the brand with more margin.
6. Butter is consumed in breakfast mostly.
7. The percentage of salt in Amul butter is less then Britannia
which is enviable by consumer.
8. Right now Amul is the market leader & Britannia acquires the
second position in term of market share.
QUESTIONNAIRE
NAME:---------------------------------------------------------
AGE:--------------------------------------------------------------
GENDER:--------------------------------------------------
INCOME:-----------------------------------------------------
ADDRESS:-------------------------------------------------
---------------------------------------------------------------
---------------------------------------------------------------
TELEPHONE NO.(IF ANY)
1: Do you eat butter?
Yes or No
2: which brand you prefer most?
(a) Amul (b) Mother dairy
(c) nestle (d) Britannia
3: which type of package you preferred?
(a) 100gm (b) 500gm
4: do you think that if the company introduces small pack it would
be helpful to improve the sales?
Yes or No
5: what do you see at the time of purchasing? Please rank
(a) Price (b) Quality
(c) Packaging (d) Gift
(E) Taste
6: which type of media influence you?
(a) Print (b) Outdoor
(c) Audio / visual (c) Transit
7: which product has a high quality?
----------------------------------------------------------------------------------
----------------------------------------------------------------------------------
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8: In which season consumption of butter are more?
(A) monsoon
(B) Summer
(c) Winter
9: how frequently you purchase butter?
(a) Daily
(b) within two to 5 day
(c) twice a week
(d) weekly
10: Are you aware butter available in the market?
Aware not aware
Amul
Mother dairy
Nestle
Amul
SCHEDULE FOR RETAILER’S
Name of the shop: ______________________________
Contact Person: ________________________________
Address: _____________________________________
Tel. No: _______________________________________
Type of Outlet:
Type of
o/let
Code
Grocery A
Eatery B
Convenience C
1: Deal in butter?
YES NO
A: If yes, which brands are available-
1. Amul
2. Mother dairy
3. Britannia
4. Nestle
5. Other
B: Source of procurement: Distributor/Wholesaler/Direct
C: If no?
Reason for non availability
2. Rank the following Brands according to the demand.
Amul
Mother dairy
Britannia
Nestle
Any other Specify____________________
3. Which company gives you more margins?
Amul
Mother dairy
Britannia
Nestle
Any other Specify_____________________
4. Average monthly butter sales: __________________
5. Major butter brand sold: ______________________
Any suggestions if any_____________________________
BIBLIOGRAPHY
REFERENCE BOOK:
Marketing Research (Author- G C Beri)
(Publish by Tata McGraw Hill Publishing Co. LTD., New
Delhi)
Third Edition (2002)
Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New
Delhi)
Ninth Edition (2002)
Research Methodology (Author- Bhandrai)
Print 2004, second edition
Magazine
Business world
India today
WEB SITE:
www.amul.com
www.businesstoday.com
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