consumer behavior, amul milk hyderabad
TRANSCRIPT
INTRODUCTION
Consumer Behavior in modern marketing, consumer is regarded as a king.
It is the consumer who determines the growth, prosperity and even existence of a
business enterprise. All attention is paid to him in marketing management. The
manufacturer should always fell the pulses of consumers. He must plan his
production and distribution to suit the needs and convenience of consumers
rather than his own. He must have a clear understanding of consumer
behaviour, so that he can adopt a proper marketing policy. He has to emphasis
with the consumer and find answers to questions like who consumer is, what the
consumer wants to buy, and when, where, how and why the consumer wants to
buy. The concept of consumer behaviour provides answers to all such questions.
CONSUMER BEHAVIOUR:
Market consist of buyers. Hence it is the behaviour of buyers that is
central to an understanding of markets. The consumer or buyer behaviour is very
important for an effective marketing planning. A business enterprise without
having consumer understanding cannot fulfil its obligation of consumer
satisfaction. Marketers must study their customers’ wants, preferences and
buying behaviour. Such a study will provide clues for developing new products
and for making changes in the existing products, prices and other marketing mix
elements. If the producer disregards the wants and preferences of consumer and
goes on producing the goods which do not satisfy the consumers, the goods will
not be sold in the market. It is not the policies that bring changes in the market, it
is the behaviour of the consumers. The marketing programmes and policies
depend upon the consumer behaviour. The consumer needs, attitudes and
buying behaviour are ever changing. The buying behaviour of consumers
depends on certain factors like income, location, sex, social status, psychology
etc. of course, these factors are dynamic. Therefore it always becomes essential
to identify the characteristics and behaviour of consumer.
Consumer behaviour is the act of consuming or using commodity or
service. It may be defined as that behaviour exhibited by people in planning,
purchasing and using commodities and services. It refers to why people select,
obtain, and use goods and services. How a consumer will behave when a
particular product comes before him, its study is called consumer behaviour.
Consumer behaviour is an integral part of human behaviour and cannot be
separated from it.
According to Angel, Black well and Kollat, “Consumer behaviour refers to
those acts of individuals directly involved in obtaining and using goods and
services including the decision process that precede and determine these acts”.
Of all the different categories of human behaviour – eating, sleeping,
reading, working, playing and so on-buying is one of the most complex and most
important one. This is because the buying involves parting with money which
may be part of a hard-earned wages, profit of a risk full investment or even the
entire savings of life time.
There are at least three important reasons why it is useful to study the
behaviour of consumers:
1. Gateway to motives: Behaviour is the gateway to motives. It is by
watching and examining behaviour that a marketer can have some
idea of the motives that induce a buyer to buy.
2. Source of marketing plan: Once the X-ray of buyer behaviour is
known, a marketer can formulate his marketing plan accordingly.
3. Changing behaviour: By reviewing behaviour over some past period, it
may be possible to get clues of the future behaviour.
But the human mind is a black box. The mind of men is the most abstruse
thing in the world. It is very difficult to see the mind. However, thanks to the
growth of psychology and the behavioral sciences, it has now become possible to
have some sort of an X-ray of the human mind. One cannot observe the mind
but one can see and scrutinize behaviour.
DIFFERENCE BETWEEN CONSUMER AND BUYER:
Sometimes consumer and buyer happen to be the same person.
Sometimes they are different persons. Anyhow it is desirable to note the
difference between a consumer and a buyer. Consumer is one who consumes or
uses a commodity or service which is being bought for cash or on credit. In this
case the consumer himself is the buyer. In other words, both the buyer and the
consumer happen to be the same person. Again, the consumer is one who
consumes a commodity or service which is being bought by someone else, but
the use is made with the approval of the actual buyer. In this case the consumer
and the buyer are different persons. Thus a consumer need not necessarily be a
buyer. Likewise, a buyer need not always be a consumer. This means that
buyer is one who buys a commodity or a service. When he uses it he becomes a
consumer also.
In the Consumer Protection Act (1986), the term consumer includes
buyers also. According to Consumer Protection Act, in respect of goods, a
consumer is : (i) one who buys goods for a consideration that is paid immediately
or later, (ii) includes any user of such goods other than the actual buyer if such
use is made with the approval of the buyer. In respect of services, a consumer
is: (i) one who hires any service for consideration that is paid immediately or later,
(ii) includes any beneficiary of such service other than the actual hirer, if such
service is availed with the approval of such person.
IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR:
As already stated, modern marketing is consumer oriented. Therefore the
study of consumer behaviour is very important in framing production policies,
price policies, and distribution policies and also in designing the sales promotion
programmes. The importance of the study of consumer behaviour is explained
as follows.
1. Production Policies: The study of consumer behaviour enables the
producers to frame suitable production policies including the packing
policies. It tells the producer what the consumer wants and when he
wants etc.
2. Price Policies: The study of consumer behaviour is equally important in
designing price policies. Some buyers purchase only because
particular goods are cheap. Hence the prices of such products cannot
be increased much. ON the other hand some articles are purchased
because it enhances the prestige and social status of people. The
prices of such articles can easily be raised.
3. Decisions regarding channels of distribution: The study of consumer
behaviour is helpful in deciding the appropriate channels or routes
through which the goods reach in the hands of consumers. The best
channel is one which distributes the goods to the largest number of
consumers at lower cost.
4. Decision regarding Sales Promotion: The decisions regarding sales
promotion are taken on the basis of consumer behaviour. It enables
the marketers to know what motive prompts buyers to buy a particular
product. It is also useful in taking decisions regarding the advertising
message, media etc. The marketer takes decisions regarding brand,
packaging, discount etc. on the basis of study of consumer behaviour
for prompting sales.
BUYER BEHAVIOUR:
Buyer behaviour is different from consumer behaviur. Buyer behaviour
leads to an end in the process of buying. It focuses on the behaviour of the
particular individual buyer. It is the behaviour of the particular individual buyer
during the purchase. The process whereby individuals decide whether, what,
when, how and from who to purchase goods and services can be termed as the
buyer behaviour. Thus buyer behaviour is concerned with the study of factors
that influence a person to buy or not to buy.
BUYING MOTIVES:
A consumer buys a particular product with certain motives, objectives or
purposes. He spends an amount of sacrifice when he decides to purchase a
product. He purchases it because it satisfies his most important need at that
moment. A lady may buy a sari for physical protection or for wearing something
to look beautiful or as a status symbol. Thus motive is a strong feeling, instinct,
desire or emotion that make the buyer to react in the form of decision to buy. It is
the buying motives which induce a consumer to buy a particular product. In other
words, the influences and considerations which make the consumer decide to
buy a particular product are called buying motive. Buying motives are at the root
of buying behaviour. A marekter must ascertain the buying motives of his
customers and organize his marketing activities accordingly.
There are two types of buying motives – (i) Product motives, and (ii)
Patronage motives.
(i) Product motives: Product motives explain why consumers buy
certain products. Product motives may be emotional or rational.
Emotional product motives induce the customer to decide to purchase
a particular product without much reasoning. Emotional motives arise
because of the interest of the consumer in imitating others, and
affection to a particular product. Rational product motives are based
on conscious reasoning. For instance, one may decide to purchase a
particular product because of economy in purchase, durability, quality
and convenience.
(ii) Patronage motives: Patronage motives are those influences and
considerations which make the buyer to purchase goods from specific
shops. Like product motive, patronage motives may be either
emotional or rational. Due to influence of emotional motives, a
consumer may decide to purchase goods from specific shops without
any enquiry in other stores. If a person purchases from a particular
shop because of the price advantage, quality or variety, it is called
rational motives.
NEED OF THE STUDY
To days business scenario demands not only finding out customer but also
to see the existing customers should be catered again and again. The company
wanted to know the reason why it is lagging the factors which led down it sales,
and to form effective promotion strategies it needs to draw up the level of
consumer behavior of pre-purchased and past purchased instances, hence the
need for the study has accrued. The international will save the need to increase
the level of customer satisfaction and in marketing promotional mix strategies.
So the problems interfiled was to find out the level at consumer satisfaction
before purchase and past purchase instances. The study to find out. The major
factors involved & influenced in purchase and product and consumer behavior.
The studies is useful to the company to know the facts & reasons, for the sales of
the product and to take behavior steps.
OBJECTIVES OF THE STUDY
The main objective of the study is to study the Consumer behavior
towards. Amul Milk Products in relation to the competition. The objective is
identifying defect factors, affecting consumer behavior, other important objectives
of this study are:
1). To make a Profile of the different products of powder Consumer,
Particularly the Amul Brand of Powder Milk.
2) To Study the market potential awareness and preference of produced
powder.
3). To Study the different Occasions daily which a Predicted Powder issued
and to rate the
4). To study the Amul Product Powder with regard to its awareness,
consumption and a relative evolution of Amul Product Powder with this
brands.
5). To estimate the behavior of the consumes to wards the marketing mix of
Amul Powder Products the price, Product, distribution and advertising.
6). To Study the consumes suggestions for he Amul Milk Powder.
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RESEARCH & METHODOLOGY
To study the above objectives a descriptive research by Survey method
has been used with following Components.
1. SOURCES OF DATA
Both Primary and secondary data has been equally used in this research.
Primary data is directly collected from sample of respondents by questionnaires.
2. RESEARCH INSTRUMENT
A structure undisguised personally administered questionnaire in used to
collect the primary data from the simple of respondent.
3. SAMPLING DESIGN
A satisfied random Sampling method is used in selection the sample size
of the respondents.
SAMPLE SIZE:
The second aspect of the sampling relates to the selection of the member
of consumers and customers, through I intend to study the consumer behavior for
Amul Powder Milk, because it is not possible physically and financially to make a
study of all consumers and customers I have again adopted a convenience
sampling technique for the purposes of linking the size of respondents.
Hence I have made it very convenient to see that the respondents are
equally spread over Hyderabad and Secunderabad for the study as many as 120
consumers have been interviewed for the purpose of knowing the exact question
of the topic of the study.
SCOPE & LIMITATIONS OF THE STUDY
The study is limited to only Hyd & sec.
Due to existence of time & cast constraint, the study restricted to only 120
samples.
Some of the consumers not reveling true facts. So the results of the
services may not be accurate.
There may be some amount of bias, be course the Consumers may not
found to disclose correct information.
The sample, which is collected, does not resemble the whole universe so
the conclusions drawn may not be taken in to can.
THEORITICAL FRAME WORK
CONSUMER BUYING PROCESS:
Let us now consider the process by which the consumers satisfy the
needs through the acts of buying and consuming. A simple formula tells the
decision making process that every one goes through when making a purchase:
Choice = Want + ability to buy + attitude towards the brand.
Buying is a mental process. The customer passes through several stages
in buying a product. The buying decision process involves the following steps:
1. Recognition of a need: When the buyer recognizes a need, the buying
process begins. Some needs are urgent, while others are less urgent.
The order of priority is abased on the need and its urgency.
2. Identification of alternatives: A number of alternative products (or the
substitutes) are available in the market. A consumer searches for relevant
information of the product brand, price, location etc. He comes to know
the relevant information of the product through various sources such as
friends, neighbours etc., and the marketers, salesmen, advertising media
etc. The consumer must know the brand of the product which gives
maximum satisfaction.
3. Evaluation of alternatives: Consumers have different views on different
alternatives. The consumer has to evaluate the alternatives on the basis
of attributes – taste, colour, price, durability, quality etc. of the alternative
products. He assesses the relative importance of each attribute to him. In
course of the information search he develops certain attitudes towards
different brands and this also shapes his purchase decision.
4. Purchase Decision: While evaluating each alternative, the consumer
ranks them first, second and third etc. these are his preferences. Now the
customer goes to the shop and buys the product of a certain brand.
Sometimes he modifies or postpones or avoids a purchase decision.
5. Post purchase behavior: after the customer has actually purchased the
product/brand he will be satisfied or dissatisfied with it. This satisfaction or
dissatisfaction will result in certain consequences. If he is satisfied with the
product, he will extent to other products of the brand and speak about the
brand favorably to others. If he is dissatisfied with the product, he may
stop buying more products of that brand and may also spread bad words
the brand. This negative feeling that arises after purchase causing anxiety
and doubts is known as cognitive dissonance.
A marketer therefore, understands the correct buying process of his
customers and decides on marketing activates accordingly.
FACTORS INFLUENCING COSTOMER BEHAVIOUR OR BUYER
BEHAVIOUR:
We have already seen that buying behaviour is an orderly process by which
an individual interacts with his or her environment with the object of making
purchase decisions on products, or services. Through the buying process,
various factors may influence the buyer. All these factors, which determine the
buyer or consumer behaviour, are broadly classified in to three Psychological
factors, Social influence and Economic factors.
A. PSYCHOLOGICAL FACTORS
1. Motivation: According to Fred Luthanks, “motivation is a process that
starts with a psychological deficiency or need that activates behavior or a
drive that is aimed at a goal or incentive”. The source of motivation is
motive. Motive lies in the buyer. It arises from the needs and wants. The
process of motivation stimulates it and leads him to buy. According to
Stanton, “motive or drive is a stimulated need which a goal _oriented
individual seeks to satisfy”. A simple example is that when we feel hungry,
we may search for a restaurant. Hunger is the motive and search is the
action. Thus motivation is a driving force within an individual, which impels
him to action.
Some needs are biogenic. These arise from thirst, hunger,
discomfort etc. Other needs are psychogeni. These arise from the need for
recognition, esteem or belonging. According to Maslow, there are 5 types
of human need. They are:
(a) Physiological Needs: These are considered to be the basic
needs. These include food, water, shelter, clothing, sex etc.
(b) Safety or Security Needs: These include safety, protection etc.
(c) Social Needs: These include love and affection, sense of
belonging, friendship etc.
(d) Esteem or Ego Needs: This category includes need for self
esteem, recognitions, status, respect etc. Most of the luxury items
are purchased to satisfy these needs.
(e) Self Actualisation: These needs are the result of one’s desire to
get the maximum of one’s capabilities. These include the need for
self development and realization of goals in life.
Human needs are arranged in a hierarchy as show below:
Self-Actualisation Needs
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
Maslow’s Hierarchy of Needs
According to Maslow, needs on the lower levels of the hierarchy must by
satisfied before higher level needs can be satisfied.
Even beyond the self-actualisation needs, some people (exceptional
individuals or great people) may have still another needs. These needs are
called Met needs (peace-self relation)
2. Perception: When a person is motivated, it means that he is ready to act.
But how will act will depend on how he perceives the situation. Two men
may be motivated to the same extent by the same situation but still one
may not much different from another. When a timber merchant goes to a
forest ,he may look up it as a source of raw material. A town planner may
see it as a threat to his new town improvement plan. A young student
appearing at the examination may not like an epic like Mahabharatha or
Ramayana. As he grows in years , he may find in it a very good source of
mental refreshment.
To perceive is to see, to hear, to touch, to smell and to taste.
Through 5 senses (see, hear, taste, smell and feel) we feel our
environment .
One’ s perception is shaped by what one thins of the sound heard,
object seen, smelt, touched or tasted. Famous psychologists Willard and
Marguerite Beecher contend that “we do not see things as they are, but as
we are”. Thus perception is the sum total of physical stimuli, the relation of
the stimuli to the surroundings and the conditions with in the individual.
Thus a woolen blanket may have the power to keep off cold. But a man
would perceive it to be useful only when the surrounding is cold. To people
living on the sea side blankets may appear unnecessary.
3. Learning: The buyer behaviour is strongly influenced by learning. It is not
too much to say that learning is involved in almost everything a man does.
Vast majority of perception are acquired through learning. But learning
does not always mean bookish knowledge. A man learns iln many ways
and from so many things. He learn from the group also. According to
schewe and Smith, learning refers to the behavioural changes that result
from our experience. Besides changes in physical behaviour; learning
includes changes in mental behaviour such as feelings, emotions and
personality.
The principal factors or process, which influence learning, include –
observation, experience, education, individual judgment, environmental
setting and repetition. A man learn from what he sees. He also by doing.
Education helps learning by revealing new ideas, facts, principles and so
on (from books and teachers). He picks and chooses from what he sees,
hears, listens to and stores it for future use. His individual judgment,
rational thinking and so on help he process of learning. The effectiveness
of learning is increased to a great extent if the lessons are given in a
familiar environmental setting. Similarly when a phenomenon is shown
repeatedly or a lesson is taught over and over again , it is more likely to be
received and remembers.
4. Beliefs: A belief is an individual’s personal concept of truth. It is a
descriptive that a person holds a bout something.
What is believed may not be true. A gain, what it true may not be
believed. Therefore creating beliefs or gaining a consumer’s beliefs is very
difficult.
5. Attitudes: Attitude represents a person’s feelings towards a particulars
object or situation. It may be positive, neutral or negative feelings about
products, service, companies and or institution. Attitudes of an individual
are formed over a period of time. They are very resistant to change.
Attitudes are shaped and influenced by demographics, social factors and
personality of individual himself. Attitude lead people to behave in a
particulars way. They play an important role in purchase decisions.
6. Personality: This is another factor which influence buyer behaviour. One
individual is different from other not only in physical features but also in
their behaviour. The decision of a buyer also influenced by the personal
character, age occupation, life style etc.
B. SOCIAL INFLUENCES
1. Culture: Culture is the most fundamental factor influencing a person’s
wants and behaviour. The word culture is so broad that almost any and
every norm or value can be incorporated in it. Culture is defined as all the
environment that is created by people. According to Bennert and
Kassarjian, “culture is a set of learned beliefs, values, attitudes, habits and
form of behaviour that are shared by a society and are from generation to
generation”.
There are many ways in which culture influences buying
behaviour – nature of products, their uses, media of advertising, type of
appeal, channel of distribution and so on. Thus smoking and drinking are
common habits in the west. In Eastern countries these habits are common
habits are not widespread. Dining on tables and with the help of knives
and forks is widely prevalent in the west while the people of eastern
countries people of eastern countries generally eat on the floor and with
the fingers (except) Japanese and Chinese. This means that the market
that the market for drinks or forks is limited in Eastern countries. Thus
culture influences what we eat and wear, how we relax and where we live.
2. Social class: in addition to being members of a particular culture, people
also belong to a certain social class. A social class is a group of people
with similar ranking within a society. This affects their attitudes and buying
behaviour. The social class is based on income, education, occupation,
family history, social status etc. A marketer should undertake a socio-
economic approach for identifying target market for each social class.
Sociologist divide most societies into 3 classes – upper, middle
and lower. The Indian society had been divided since early times into 4
classes, namely, Brahmin or the learned class. Kshtriyas or the warrior
class, but the caste system has disappeared in the recent past. The Indian
society now broadly shows the 3 fold division into upper, middle and lower
classes.
In general the members of the various classes enjoy different
activities, buy different goods, shops in different place and react to
different media. Take sports. Upper class consumers prefer golf,
tennis, skiing whereas lower class buyers go for hunting, fishing and
water skiing. The very rich people buy certain expensive goods like
luxury cars, luxury houses and very expensive consumer goods. The
middle class buy less expensive goods and services while the working
class buy very simple and cheap products.
3. Reference Groups: Reference group indicate groups of people who
inference on individual attitude, opinion and values. Reference groups are
the social, economic, or professional groups. A reference group consists of
family members, friends, co-workers, classmates, teenagers, sports group,
music lovers, club membership etc. A consumer buys those goods, which
his reference groups buy. A consumer buys those goods, which his
reference groups buy. For example, our friend may influence our choice of
cloths, books, cinema and music. We consult our families in choosing
cars, homes, food, investments and furniture.
4. Role and Status: In every that an individual belongs to family, reference
group, other association-he has certain positions, which is called role and
status. In short, the persons position in each group can be defined in terms
of role and status. Every role has a status. For example, a woman has to
play the role of a wife in the family which means that she will look after the
preparation of food, make some purchase regularly and so on. She may
also be the honorary secretary of a rescue home, where she is is expected
to run the overall administration, serve the interests of the imamates and
so on.
A person role and status exercises great influence on his or her
buying behavior also. For example, an advocate in his professional
capacity may buy regularly up to date law books. At home he may
purchase durable goods like refrigerator, furniture etc. He may be he
president of a Rotary Club. He may spend money on charities. Therefore a
marketer should consider not merely the reference group of a customer
but the role and status, which he occupies in that group.
5. Self Image: People all have an image of who they are and they reinforce
this image through their purchases. The tendency to believe hat “you are
what you buy” is especially prevalent among young people. In a recent
study on the meaning of possession the most important aspect of there
lives. They attach personal meaning to objects such as cars and clothing.
6. Family: Status, background, size etc., of the family influence the buyer
behaviour. In India the old joint family system has been disappeared over
the recent past. Now we can see nuclear familite sand children as they
grow old leave to live separately. This is very true in Kerala. Many
families have come into being which resemble the nuclear type with the
exception that old parents also live with the young couple. When young
couples establish separate homes (begin from zero), it gives rise to a
market for many things like housing utensils, furniture and so on. With
years the needs increase such as those for baby food, toys, children’s
books, umbrellas and so on. Thus the family is one of the importance
factor determining consumer behaviour.
7. Family Life Cycle: The family life cycle is a useful factor influencing
consumer behaviour. The family life cycle describes how a typical family
evolves from bachelorhood to marriage, from marriage to having children
and maintaining them, and then to solitary retirement. At each stage in the
cycle the needs, experience, income and family composition changes.
The family life cycle in an excellent tool for market segmentation and for
developing market campaigns and advertisement.
The needs of families in different stages of life cycle change considerably.
For Example, young bachelors have more needs of cigarettes, showy
clothing, cameras etc. Newly married couples are more interested in
domestic appliances, easy to prepare food etc. When children are born,
the need arises for baby toys, school bags, umbrellas and so on. For the
older couples, the need shifts to simple clothing, drugs, spectacles,
walking sticks, false teeth, traditional books and so on.
C. ECONOMIC FACTORS:
1. Per capita income, disposable income and discretionary income of the
consumers: The buyer behaviour is influenced very much by the income
in hands of the consumers to spend and save.
2. The rate of increase in income: The rate of increase in income also exerts
influence in the buying pattern of consumers. If the rate of increase in
income is higher, the consumer is likely to buy more quantity of certain
type.
3. Degree of economic inequality and regional difference: This is another
factor, which determines buying habits. While formulating plans and
strategies, the marketer will have to consider the economic inequality and
regional imbalances.
4. Inflation: Inflation also exerts influence on the buying pattern of consumer.
Inflation creates price rise. When the prices rise, the people may buy
generally lesser quantity.
PROFILE OF THE COMPANY
AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the
Sanskrit “Amoolya”, was suggested by a quality control expert in Anand.
Variants, all meaning “priceless”, are found in several Indian languages. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul
Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Milk Powder, Nutramul, Amul Milk and Amulya have made Amul
a leading food brand in India. (Turnover. Rs. 29 billion in 204).
Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices. Of the genesis of a vast co-operative network. Of the triumph
of indigenous technology. Of he marketing savvy of a farmers’ organization. And
of a proven model for dairy development.
ABOUT THE ORGANISATION:
From the Sixties to the Nineties, the Amul ads have come a long way.
While most people agree that the Amul ads were at their peak in the Eighties they
still maintain that the Amul ads continue to tease a laughter out of them.
Where does Amul’s magic actually lie? Many believe that the charm lies in
the catchy lines. That we laugh because the hum our is what anybody would
enjoy. They don’t pander to your nationality or certain sentiments. It is pure and
simple, everyday fun.
Gujarat Cooperative Milk Marketing Federation.
GCMMF: An Overview:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s larges food
products marketing organization. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money.
MAN POWER:
Members : 12 district cooperative milk
Producer’s Union
No. of Producer Members : 2.41 million
No. of Village Societies : 11,615
Total Milk handling capacity: 77.4 million liters per day
Milk collection (Total – 2004-05): 2.08 billion liters
Milk collection (Daily Average (2004-05):5.71 million liters
Milk Drying Capacity : 511 metric Tones per day
Cattle feed manufacturing Capacity: 2340 Mts per day
SALES TURNOVER OF AMUL:
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-2000 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
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ABOUT THE COMPANY:
MR.V. Kurien, Chairman, Amul, the pioneer of milk as a product in India
says his focus is now the Amul Patern, and the associated institutions that reflect
it, have risen to a level where neither adulation nor censure need affect us.
Rather, we must remain true to our principles and our mission have always
been a firm believer of the dictum that ‘Brand is power’. A cooperative without a
“brand” can never aspire to survive-let alone thrive-while marketing commodities
in today’s competitive environment.
Amul Pattern has been instrumental in securing rural livelihoods in many
parts of India through income generation, agricultural diversification, risk
distribution, female empowerment and assured complement. Consider for a
moment the case of a subsistence farmer blessed with just a pair of buffaloes.
At an average yield of 5-6 liters daily from each animal, an additional
income of a almost Rs.5000 per month is assured for 300 days in the year. This
does not compare too badly with any rural employment programme implemented
by the government.
MILK PROCUREMENT:
Total milk procurement by our Member Unions during the year 2004-05
averaged 58.89 lakh kilograms (5.9 million kg) per day, representing a growth of
15.2 percent over 51.13 lakh kilograms (5.1 million kg) per day achieved during
2003-04.
SALES:
During the year, Federation’s sales registered a growth of 1.4 percent to
reach Rs.2,922.53 crores (RS.0.02 billion)
Thus, the dairy line in consumer packs grew by 11.8 percent during the
year. Sales of Amul Milk in pouches increased by 36 percent UHT Milk has
grown in value terms by 23 percent. Amul Milk Powder achieved a sales value
growth of 10 percent, and has strengthened its position as the undisputed market
leader.
Despite intense competition, sales of the Amul Butter grew by 4.5 percent.
The sales of the Amul Cheese range increased by 21 percent. Products like
Flavoured Milk, Amul Fresh Cream, Panner, Mithaimate, Softy Mix, and fresh
curd demonstrated their potential to become dominant brands in the coming few
years.
DISTRIBUTION:
Alignment of our four Distribution Highways of fresh, chilled, frozen and
ambient products was a major development during the year. This year our major
initiative was to further increase our Distributor Network in smaller towns. It was
in line with the fast changing market scenario resulting from rise in houehold
incomes leading to metamorphosis of rural and smaller markets, significant
increase of middle class families and migration from rural areas to smaller
developing.
An addition of almost 900 distributors in small towns was undertaken on a
Time Based Military (TMT) technique. This initiative has already started yielding
results in the form increasing availability of our products in smaller towns and
thereby generating additional business.
AMUL YATRA PROGRAM:
Amul Yatra program is conducted to bring our channel partners to Amul so
that they get an exposure to our cooperative institution and also come to know
about our achievement.
This year our emphasis was upon top retailers from across the county. So
far, 1406 retailers from all over India have visited Anand our of which 950 top
retailers came during this year. This also included a group of top retailers from
Bhutan.
EXPORTS:
Exports of your federation have performed creditably during year. We
have become the first Indian dairy products exporter to achieve a mark of Rs. 100
crore in revenues.
The year ended with an export tumover of Rs 115 crore (Rs. 1.15 billion)
more than trebling our export tumover as compared to the previous year. The
reduced subsidies in EU have given us excellent opportunities for export of SMP
and FCMP.
We have shown that if a level playing filed is granted, India dairy products
would be successful in the global market. We have also grown by 40 percent in
consumer pack exports and consolidated our exports of UHT Milk, Ghee and
Paneer in particular.
POUCH MILK:
Amul pouch milk has become the largest contributor to our turnover with
annual sales of about Rs. 6.26 crores (Rs.6.26 billion) during 2004-05 against
Rs.462 crores (RS.4.62 billion) during the previous year implying a growth of
about 36 percent.
.
.
ACKNOWLEDGMENTS
The National Cooperative Dairy Federation of India had be 14 enproviding
us with invaluable support in coordination with other agencies and organizations.
The National Dairy Development Board had played an important role in our
growth and development.
The institute of Rural Management, Anand, as always, has contributed to
the perspective building and professionalisation of the management of the
cooperative sector. We express deep gratitude for its support.
INFORMATION TECHNOLOGY INTEGRATION:
Our Federation has further advanced its information Technology solutions
by implementing Geographical information System (GIS) with digital city maps at
major cities of India so as to excel in distribution planning.
It has also taken a major initiative in deploying process driven Enterprise
Resource Planning (ERP) software systems at its member unions in order to
bring efficiently manufacturing processes.
AMUL HITS 2006-07:
On the incident of model’s halter top snapping open on the ramp during
Lakme Fashion Sow in Mumbai – April’06.
FRANCHISEE NETWORK:
We welcome you to meet the Top Retailers for Amul. Currently online are
Chennai and Calcutta. We will keep adding the different locations across the
country as the information comes in.
- Chennai
- Kolkata
- Nasik
- Jalgaon
- Aurangabad
- Delhi
- Raipur
- Jodhpur
- Udaipur
- Pune
- Siliguri/ Durg
.
AMUL RELIFE TRUST:
A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January
2001. the epicenter of the quake was located in Kutch district. It caused death of
thousands of people, tens of thousands were injured, hundreds of thousands
were rendered homeless and damage of billions of Rupees was done.
GCMMF formed a specific organization named “Amul Relief Trust” (ART)
under the chairmanship of Dr. V. Kurien in 2001 with a donation of Rs.50 Millions
for reconstruction of the school building damaged in the 2001 earthquake in the
Kutch area.
The Trust reconstructed 6 schools damaged by the above earthquake at a
cost of Rs.41.1 million in Kutch area. Four of these scholls started re-functioning
from the last two academic sessions and the other two schools from the current
session.
A school reconstructed by Amul Relief Trust in the earthquake affected
Ratadia village on Munddra Taluka of Gujarat.
AMUL PREFERRED OUTLET(APO):
“Amul Utterly Delicious” parlours are an excellent business opportunity for
investors, shopkeepers and organizations. In order to come closer to the
customer, we have decided to create a model for retail outlets, which would be
known as “Amul Preferred Outlets” (APO).
To have a better idea please go through the following
1. The criteria for selection of APOs would be –
a. Visibility – How prominent is the location of your shop?
b. Shop area: 100-300 sq. ft.
c. Good Business potential
d. Exclusive Amul outlet – no other products
e. Willingness to sell the entire range of Amul Products
f. Creditworthiness and past business experience
2. On your inquiry – our Filed force would visit your site. He/She
would fill the APO proposal form with your passport size
photograph. You would require:
i. Shops and Establishment license
ii. Layout of the shop and frontage- The layout of the shop
designed by a local architect/local contractor.
iii. 2 Passport size photographs.
3. Renovation Work of the Shop to give it a standard look – would be
done to meet the design and specifications at your cost. The cost
of renovation of typical shop would normally be between Rs.60,000
to Rs.1 lac.
4. Branding- You APOs would be branded as “Amul Utterly Delicious”.
The cost of the signage fabrication and installation would be borne
by GCMMF office operating in your region.
5. Equipment- You would require the following equipment:
1 or 2 deep freezers can be purchased through Hamara
Apna Deep Freezer Scheme
a. 1 Refrigerator through Hamara Apna Refrigerator Sceme
b. 1 Pizza over
c. 1 Chest Milk Cooler for Pouch Milk
6. Security Deposit- You would be required to furnish an interest free
refundable security deposit of Rs. 25,000 to us. An amount of
Rs.5000/- would be deducted towards refurbishing the signage, in
the event of closure of APO before 3-year of operation.
7. Supplies- The delivery of products would be done through our
wholesale dealers.
8. We feel that the shop has good potential, and needs support in the
initial days, we can offer additional margins upto maximum of 1%
on dairy products and 2% on Milk Powder. The additional margin
shall be target based and shall be given in kind. The support at
best would be given only for he first year of business.
Agreement- An agreement bringing us together would be signed
Amul has recently entered into direct retailing through “Amul Utterly
Delicious” parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi,
Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such
outlets to be managed by franchisees throughout the country. We have created
Amul Parlours at some prominent locations in the country, which are run by the
company or its wholesale dealers:
1. Delhi Metro Rali Corporation
2. The Somnath Temple
3. National Institue of Design
4. Infosys Technologies in Bangaore, Mysore & Pune
5. Wipro campus in Bangalore
6. Ahmedabad Municipal Corporation
7. Surat Municipal Corporation
8. Gujarat State Road Transport Corporation
MILK PRODUCTS
Fresh Milk: Amul Fresh Milk
This is the most hygienic Milk available in the market. Pasteurized in
state-of-the-art processing plants and pouch-packed for convenience.
Amul Gold Milk
Amul Taaza Double Toned Milk
Amul Lite Slim and Trim Milk
Amul Fresh Cream
Amul Kool Chcolate Milk
Amul Koll flavoured Bottled Milk
Amul Kool Flavoured Tetra Pack
Amul Sakti Toned Milk
Amul Masthi Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink
.
.
.
.
.
AWARDS:
- Ramakrishna Bajaj National Quality Award-2003 Jawaharlal Nehru
The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the
top scorer in the service category of the prestigious IMC Ramakrishna Bajaj
National Quality Award- 2003.
The Certificate of Merit was presented at a glittering ceremony held at
Mumbai on March 11 by the Governor of the Reserve Bank of India, Dr. Y.V.
Reddy.
The Ramakrishna Bajaj National Quality Award is based on framework
and principles almost similar to the Malclom Baldrige Award that is given by
the President of the United Stated to businesses – manufacturing and
services, small and large – and to education and healthcare organizations that
apply and are judged to be outstanding in seven areas: leadership, strategic
planning, Customer and market focus, information and analysis, human
resources focus, process management, and business results.
- Mr. BM Vyas receives the
Qimpro GOLD STANDARD AWARD
Qimpro Platinum Standard, the highest individual honour, has in recent
years been awarded to Chandra Mohan, Aditya Birla, Deepak Parekh, FC Kohli,
Dr. JJ Irani, Azim Premji, and Kumar Mangalam Birla. Qimpro Awards are
recognized by the ASQ and the institute of Quality Assurance, UK
.
.
.
FINDING OF THE STUDY
1) AGE WISE CLASSIFICATION OF RESPONDENTS
Table-1
Sl.No. AgeNo. of
respondents
Percentage
1 10-15 30 25.0
2 10-20 25 20.8
3 21-25 45 37.5
4 26 & above 20 16.7
Grand Total 120 100%
The above table shows that sample respondents interviewed covered
persons of different age groups such as 10-15 and 26 above . The result shown
to the table reveals that most of the respondents of the sec’bad have fill on
between the age classification 21-25 constituting 37.5 and 1-15 constituting 25%
from the above results can be enclosed that the majority of the respondents are
in the age group of 21-25 and above who are students employees as
professional. So it is clear that the Amul Milk powder is very much popular the
are groups However the company should pay attention to the consumers of age
group 10-15 as this is generation which belongs to future consumption.
2. FAMILY MONTHLY INCOME CLASSIFICATION OF RESPONDENTS
Table-2
Sl.No IncomeNo. of
respondentsPercentage
1 3000 - 5000 10 8.3
2 5000 - 8000 35 29.2
3 9000 - 12000 30 25.0
4 12000 - 17000 25 20.8
5 Above – 17000 20 16.7
Grand total 120 100%
It is absorbed that income group between 5000-8000 (29.2%) from
majority of respondents and then income group between 9000-12000 (25%) turn
second with 30 respondents in the income group between 12000-17000 with 25
respondents with 20.5.
3. CONSUMPTION WISE CLASSIFICATION OF RESPONDENTS
Table-3
Sl.No. Consumption No. of respondents Percentage
1 1-3 30 25.0
2 4-7 45 37.5
3 8-10 25 20.8
4 Above 10 20 16.7
Grand Total 120 100%
It is observed from the above table that 45 respondents consume 4-7
consumptions monthly terming majority with 37.5% among the total respondents
120.
Secondly 30 respondents consume 1-3 serving monthly forming 25% and
25 respondents consume 8-10 serving monthly and only 20 respondents
consume above 10 sowings monthly majority of respondents consume 4-7
servings on an average monthly.
4. AWARENESS ABOUT AMUL MILK POWDER
Table-4
Sl.No. Factors No. of respondents Percentage
1 Yes 90 75%
2 No 20 16.7%
3 Can’t say 10 8.3
Grand Total 120 100%
It is observed that consumers from the above table 90 [75.1] are
responded positively and 20[16.7%] consumers are negatively responded where
as 10[8.3] consumers are unable to responded.
5. AWARENESS ABOUT CONSUMER WISE CLASSIFICATITON OF
RESPONDENTS
Table-5
Sl.No. Factors No. of respondents Percentage
1 Yes 40 33.3
2 No 35 29.2
3 Can’t say 45 37.5
Grand Total 120 100%
The above table Shows that sampled respondents interviewed covered
persons of different consumers taste.
The results shown in the table revels that most of the respondents in the
city have responded as 40[33.3] as accepted the taste of the product and
36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an
able to Responded to the taste of the product.
6. BRAND WISE CLASSIFICAITON OF RESPONDENTS
Table-6
Sl.No. Brands No. of respondents Percentage
1 Amul Milk 70 58.3
2 Good Day 30 25.0
3 Nestle 20 16.7
Grand Total 120 100%
From the above table it is seen at ‘Amul Milk’ top at the Brands preference
among the majority of he people with 70[58.3%] respondents family almost all
half s the total samples taken, second place is occupied by ‘Good day’ with 30
responds with [25%] third place is taken by nestle with 20 respondents with
(16.7%).
7. PRODUCT WISE CLASSIFICATION OF RESPONDENTS
Table-7
Sl.No. Factors No. Of respondents Percentage
1 Amul spray infant milk food 32 26.7
2 Amul instant full cream milk powder
12 10.0
3 Sagar skimmed milk powder 26 21.7
4 Sagar Tea, Coffee whitener 20 16.7
5 Amul Dairy whitener 30 25.0
Grand Total 120 100%
It is observed from the above table that 32 [26.7] respondents consume
the Amul spray intent milk food & 12[10.0%] respondents the Amul instant full
cream powder. Where us 26[21.7%] respondents to the Sagar skimmed milk
powder and 20[16.7%] respondents to the product Sagar tea, coffee whitener and
30[25.0%] respondents to the Amul Dairy whiteners.
8. PURCHASING WISE CLASIFICATION OF RESPONDENTS
Table-8
Sl.No. Factors No.of respondents Percentage
1 Weekly 21 17.5
2 Fast nightly 32 26.7
3 Monthly 26 21.7
4 Whenever required 41 34.2
Grand Total 120 100%
This table reveals that 21[17.5%] respondents to the weekly purchasing
milk powder and 32 [26.7%] consumer purchases fast nightly. Where as
26[21.7%] consumers purchases the monthly where as 41[34.2%] consumer
purchases wherever required.
9. SEASONS WISE CLASSIFICATION OF RESPONDENTS
Table-9
Sl.No. Factors No. of respondents Percentage
1 Yes 80 66.7
2 No 40 33.3
Grand Total 120 100%
The above table indicates that 80[66.7%] respondents in all seasons and
40[33.3%] respondents to the season wise.
10. CONSUMER SATISFACTION WISE CLASIFICATION
Table-10
Sl.No. Factors No. of respondents Percentage
1 Excellent 18 15
2 Satisfied 52 43.3
3 Quite satisfied 31 25.8
4 Un Satisfied 19 15.8
Grand Total 120 100%
From the above table it reveals that 18 [15%] consumers are excellently
satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied
and 19[15.8%] are un satisfied.
11. QUALITY WISE CLASIFICATION OF RESPONDENTS
Table-11
Sl.No. Factors No.of respondents Percentage
1 Yes 72 60.0
2 No 22 18.3
3 Can’t say 12 10.0
4 Not know 14 11.7
Grand Total 120 100%
From the above data the table indicates that 72[60.0%] of the consumers
are satisfied with the quality and price of the product, and 22[18.3%] are not
satisfied with the price where as 12[10.0%] of the people were not satisfied with
the but satisfied with the quality and 14[11.9%] were unable to respond.
12. PRICE WISE CLASIFICATION OF RESPONDENTS
Table-12
Sl.No. Factors No. of respondents Percentage
1 Very high 23 19.2
2 High 25 20.8
3 Reasonable 72 60.0
Grand Total 120 100%
The above table depicts that 23[192%] are not satisfied with the price of
the product 25[20.8%] consumers are some what satisfied and 72[60%] people
are highly satisfied with the price of the product.
13. FACTORS CONSIDER WHILE PURCHASE OF MILK POWDERS
Table-13
Sl.No. Factors No. of respondents Percentage
1 Price 30 25.0
2 Brand name 70 58.3
3 Availability 20 16.7
Grand Total 120 100%
From the above table it is clear that Brand name has highest priority can
any the 120 respondents 70 consider Brand home while purchasing the product
followed as price with 30 responded with 25%. 20 respondents consider
availability with 16.7%.
14. CONSUMER REACTION TO NON-AVAILIABILITY OF PARTICULAR
BRAND.
Table-14
Sl.No. Factors No. of respondents Percentage
1 Go to another outlet 20 16.7
2 Buy another brand 80 66.7
3 Post phoned or purchase 15 12.5
4 Others 5 4.2
Grand Total 120 100%
From the above table it is seen that the majority of the respondents (i.e.,)
so respondents buy another Brand it their favorite is not available at a particular
out let forming 66.7%, 20 respondents 80 to another retail out let to purchase
their favorite milk powder. Forming 16.7% of the total respondents, only 15
respondents have post phoned their purchase it their favorite brand is not
available at a particular out let and 5 respondents have other reasons.
15. INFLUENCES ON RESPONDENTS WHILE PURCHASE
Table-15
Sl.No. Place No. of respondents Percentage
1 Films 15 12.5
2 Friends 50 41.7
3 News paper 30 25.0
4 Other 25 20.5
Grand Total 120 100%
From the above table it is clear that most of the respondents decision are
depending on their friends advise while purchasing the Amul powder milk they
contribute to more than half as the total respondents with total at 50 respondents
with 41.7%.
Then news paper has influence on 30 respondents with 25% while
purchasing. The powder milk through film 15 respondents with 12.5% while
purchasing, the powder milk and the rest of the respondents take their own
decision while purchasing.
16. PROMOTION WISE CLASIFICATION OF RESPONDENTS.
Table-16
Sl.No. Factors No. of respondents Percentage
1 Some what 26 21.7
2 Can’t say 32 26.7
3 Not known 21 17.5
4 Can’t recall 41 34.2
Grand Total 120 100%
The table indicates that 26[21.7%] consumers are some what satisfied,
with the promotion offers, 32 [26.7%] are unable to respond about the promotion
where as 21[17.5%] consumers are not willing to respond and 41[34.2%] of the
consumer can’t recall the promotion offers.
17. PROMOTIONS LIKE WISE CLASIFICATION OF RESPONDENTS
Table-17
Sl.No. Factors No. of respondents Percentage
1 Price discount 53 44.2
2 Free coupons 27 22.5
3 Context 22 18.3
4 Any other 18 15
Grand Total 120 100%
The table tells us that the promotions offers by the like most is, 53 [44.2%]
are free coupons that the offer by like most is 27[22.5%] are context promotion
offers by the like low is, 22[18.3%] are any other offers by promotion like low is
18[15%].
CONCLUSIONS
From the above analysis, the following are the conclusions I can derive
and they are as follows.
1) The result that shows that sample respondents interviewed covered
persons of different age groups such as 10-15 and 26 above . The result shown
to the table reveals that most of the respondents of the sec’bad have fill on
between the age classification 21-25 constituting 37.5 and 1-15 constituting 25%
from the above results can be enclosed that the majority of the respondents are
in the age group of 21-25 and above who are students employees as
professional. So it is clear that the Amul Milk powder is very much popular the
are groups However the company should pay attention to the consumers of age
group 10-15 as this is generation which belongs to future consumption.
2) It is absorbed that income group between 5000-8000 (29.2%) from
majority of respondents and then income group between 9000-12000 (25%) turn
second with 30 respondents in the income group between 12000-17000 with 25
respondents with 20.5.
3) It is observed that 45 respondents consume 4-7 consumptions monthly
terming majority with 37.5% among the total respondents 120.
Secondly 30 respondents consume 1-3 serving monthly forming 25% and
25 respondents consume 8-10 serving monthly and only 20 respondents
consume above 10 sowings monthly majority of respondents consume 4-7
servings on an average monthly.
4) It is observed that consumers from the table 90 [75.1] are responded
positively and 20[16.7%] consumers are negatively responded where as 10[8.3]
consumers are unable to responded.
5) It is clear that sampled respondents interviewed covered persons of
different consumers taste.
The results shown in the table revels that most of the respondents in the
city have responded as 40[33.3] as accepted the taste of the product and
36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an
able to Responded to the taste of the product.
6) It is clear that ‘Amul Milk’ top at the Brands preference among the majority
of he people with 70[58.3%] respondents family almost all half s the total samples
taken, second place is occupied by ‘Good day’ with 30 responds with [25%] third
place is taken by nestle with 20 respondents with (16.7%).
7) It is observed that 32 [26.7] respondents consume the Amul spray intent
milk food & 12[10.0%] respondents the Amul instant full cream powder. Where
us 26[21.7%] respondents to the Sagar skimmed milk powder and 20[16.7%]
respondents to the product Sagar tea, coffee whitener and 30[25.0%]
respondents to the Amul Dairy whiteners.
8) It reveals that 21[17.5%] respondents to the weekly purchasing milk
powder and 32 [26.7%] consumer purchases fast nightly. Where as 26[21.7%]
consumers purchases the monthly where as 41[34.2%] consumer purchases
wherever required.
9) It indicates that 80[66.7%] respondents in all seasons and 40[33.3%]
respondents to the season wise.
10) It is indicates that reveals that 18 [15%] consumers are excellently
satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied
and 19[15.8%] are un satisfied.
11) It is reveals that the indicates that 72[60.0%] of the consumers are
satisfied with the quality and price of the product, and 22[18.3%] are not satisfied
with the price where as 12[10.0%] of the people were not satisfied with the but
satisfied with the quality and 14[11.9%] were unable to respond.
12) It is reveals that 23[192%] are not satisfied with the price of the product
25[20.8%] consumers are some what satisfied and 72[60%] people are highly
satisfied with the price of the product.
13) It is found that Brand name has highest priority can any the 120
respondents 70 consider Brand home while purchasing the product followed as
price with 30 responded with 25%. 20 respondents consider availability with
16.7%.
14) It is seen that the majority of the respondents (i.e.,) so respondents buy
another Brand it their favorite is not available at a particular out let forming
66.7%, 20 respondents 80 to another retail out let to purchase their favorite milk
powder. Forming 16.7% of the total respondents, only 15 respondents have post
phoned their purchase it their favorite brand is not available at a particular out let
and 5 respondents have other reasons.
15) It is observed that most of the respondents decision are depending on
their friends advise while purchasing the Amul powder milk they contribute to
more than half as the total respondents with total at 50 respondents with 41.7%.
Then newspaper has influence on 30 respondents with 25% while
purchasing. The powder milk through film 15 respondents with 12.5% while
purchasing, the powder milk and the rest of the respondents take their own
decision while purchasing.
16) It is indicates that 26[21.7%] consumers are some what satisfied, with the
promotion offers, 32 [26.7%] are unable to respond about the promotion where as
21[17.5%] consumers are not willing to respond and 41[34.2%] of the consumer
can’t recall the promotion offers.
17) It is reveals that the promotions offers by the like most is, 53 [44.2%] are
free coupons that the offer by like most is 27[22.5%] are context promotion offers
by the like low is, 22[18.3%] are any other offers by promotion like low is
18[15%].
SUGGESTIONS
Since the brand has well positioning it should be well marketed such that
every family group irrespective of it’s size buy the milk powders.
The product should be priced in such a manner that every family targeted
irrespective of monthly incomes should be purchased.
The distribution network of the product must be well maintained.
Company has to take measure to maintain the quality of the product.
All the users must be given awareness on the other powder Milk brands
available and make them to use other than product.
All the promotional tools like Advertisements, Window displays should be
well managed so as to motivate the consumers not to loose his mind on
Amul products.
Good techniques to be used by the company to create awareness on other
Amul products.
Many steps have to be taken by the organization to take necessary steps
in packaging, quality taste of the products as per the consumer’s
requirements.
QUESTIONNAIRE
1. NAME :
2. ADDRESS :
3. AGE :Below 10 ( )10-15 ( )16-20 ( )21-25 ( )Above 25 ( )
4. SEX :Male ( )Female ( )
5. FAMILY MONTHLY INCOME:a) 3000-5000 ( ) b) 5000-8000 ( )c) 9000-12000 ( ) d) 12000-17000 ( )e) above – 17000 ( )
6. On an average how may serving do you have monthly
a) 1-3 ( ) b) 4-7 ( )
c) 8-10 ( ) d) 10 above ( )
7. Do you know about Amul Milk powder:
a) Yes ( ) b) No ( )
c) Cannot say.
8. Are you the customer of Amul milk powder.
a) Yes ( ) b) No ( )
c) Cannot say.
9. Which brand do you normally consume:
a) Amul Milk b) Good day
c) Nestle
10. What kind of Amul Milk variant powder are you using.
a) Amul spray Infant Milk food
b) Amul Infant full cream milk powder
c) Sagar skimmed milk powder
d) Sagar Tea, coffee whitener
e) Amul dairy whitener
11. What is the frequency of purchasing Amul Milk powder?
a) Weekly b) Fast nightly c) monthly
d) whenever required
12. Do you use Amul milk powder all seasons
a) Yes b) No.
13. Are you satisfied with Amul Milk powder
a) excellent b) Satisfied c) Quite-Satisfied d) un-satisfied
14. Does the price Amul Milk powder consume of quality
a) Yes b) No c) Can’t say d0 Not known
15. How did you feel the price of Amul milk powder.
a) very high b) high c) reasonable
16. What are the factor considering when purchase of powder Milk
a) Price b) Brand name c) Availability
17. If you favorate brand is not available at retail out let. What will you do.
a) Go to another retail out let
b) By another brand
c) Post phone your purchase
d) Other.
18. How you come to know about Amul Milk
a) Friends b) News paper c) Films d) other
19. Do you purchase Amul Milk powder brand at promotion offers
a) Some what b) can’t say c) Not known d) can’t recall
20. Which of the promotion offers do you like most.
a) Price discount b) Free coupons c) context d) any other
21. Any Suggestions …………………………………
BIBLIOGRAPHY
Marketing Research : GC Beri
Marketing Management : Philip Kotler
Principles of Marketing : Philip Kotler
www.Google.com
www.Amul.com
C O N T E N T S
CHAPTER-I INTRODUCTION 1-18
Need of the Study
Objectives of the Study
Methodology
Scope and Limitations
Theoretical Frame Work
6
7
8
9
9-18
CHAPTER-II COMPANY PROFILE 19-29
CHAPTER-III DATA ANALYSIS AND INTERPRETATION 30-46
CHAPTER-IV CONCLUSIONS & SUGGESTIONS 47-51
QUESTIONNAIRE 52-54
APPENDIX BIBLIGORAPHY
APROJECT REPORT ON
CONSUMER BEHAVIOUR TOWARDS AMUL POWDERED MILK
With Reference toGujarat Co-operative Milk Marketing Federation Limited
HYDERABAD, Andhra Pradesh
Submitted to Kakatiya University in partial fulfillment
for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by
K. VENU(H.T.No.100960200)
Under the guidance of
Md. ALI
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT
CHAITANYA P.G. COLLEGE (Affiliated to Kakatiya University)
Kishanpura, Hanamkonda.2009-2011
CERTIFICATE
This is to certify that the Project Report entitled “CONSUMER
BEHAVIOUR TOWARDS AMUL MILK” at GUJARAT CO-
OPERATIVE MILK MARKETING FEDERATION LIMITED
Hyderabad has been prepared by K. VENU under my supervision. She has
completed this project work as per rules prescribed for the partial fulfillment
for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION (MARKETING). It is bonafied work done by her
and has not been submitted either in part or in full for any degree or Diploma
of any University.
Mr. Md. Ali (Project Guide)
DECLARATION
This is to declare that the project report entitled “A STUDY OF
CONSUMER BEHAVIOUR BY GUJARAT CO-OPERATIVE MILK
MARKETING FEDERATION LIMITED, HYDERABAD” is record of
bonafide work carried out by me is submitted in partial fulfillment of the
requirement for the award of degree of MASTER OF BUSINESS
ADMINISTRATION, from Kakatiya University in the year 2009 – 2011.
I also declare that this is the original work done by me and no part of
this work is submitted to any university or institute for the award of any
other degree or diploma.
K. VENU
ACKNOWLEDGEMENT
I take this opportunity to express my deep sense of gratitude to all
those who have made it possible to accomplish this report work.
I am very much indebted to my project guide Mr. S. SRINIVAS for
attention and valuable suggestions through the work.
I will forever indebted to Mr. CH. SRIHARI RAO Junior Executive of
(Sales) the AMUL SAGAR MILK MARKETING FEDERATION
LIMITED for giving this work and for his co-operation.
I am immensely thankful to all respondent who cooperated with me by
giving necessary information.
Last but not least, I express my sincere thanks to all my friends and
relative for their co-operation.
K. VENU
BIBLIOGRAPHY