consumer buying behaviour towords amul milk
TRANSCRIPT
CONSUMER BUYING BEHAVIOUR TOWARDS AMUL MILK
Bba 6thCharu jariwal
INTRODUCTIONAmul (Anand Milk Union Limited
Formed in 1946, is a dairycooperative movement in India
It is a brand name managed by an apexcooperative organization & Gujarat Cooperative
Milk Marketing FederationLtd. (GCMMF
Which today is jointly owned by some 2.6 million milk producers in Gujarat, India.
Amul
Product brandSub-Brands Endorsed brand
•Amul Butter•Amul Kool•Amul Chocolates•Amul Milk •Amul Ghee•Amul Ice-Creams•Nutramul•Amul Shreekhand•Amul Cheese•Amul Spray•etc
•Amul butter•Amul kool•Amul lassee•Amul milk•Amul ghee•Amul masti dahi•Amul ice-creams•Amul chocolates•Nutramul•etc
Amul Kool
•Amul kool cafe•kool Koko•Amul Kool Chocolate milk•Amul kool flavoured bottle milk•Amul Kool Thandai•etc
OBJECTIVE OF THE RESEARCH
To know awareness of people towards Amul products.
To know the preference of Amul products with comparison to other competitive brands.
To know the factors which affects consumer’s buying behaviour while purchase milk
To study various factors such as quality, price, easy available etc. Is influencing lot and influences positively
LIMITATIONS OF THE RESEARCH
1. Lack of proper experience on the part of the researcher in conducting such studies in the past.
2. Time frame required was not enough to survey more number of outlets.
SOURCES OF DATA
Secondarysources
Primary sources
The primary data was collected through questionnaires. They were filled using the scheduled method of data collection by the researcher
The secondary sources were used only for collecting information regarding the sample; they were however not used for analysis
7RESEARCH METHODOLOGY
Research Design is the plan, structure, and strategy of investigation conceived so as to obtained answers to research questions and to control variance
RESEARCH DESIGN
SAMPLE SIZE AND AREA
The survey was conducted in Jaipur city and survey 50consumers are taken as respondents for making there ports
SWOT Analysis
9 DATA ANALYSIS AND INTERPRETATION
Purpose of purchase of product
SELF USESELLING PURPOSEOTHER
NO. OF RESPONDANT
DATA ANALYSIS AND INTERPRETATION
QUALITY OF PRODUCT
qulaity taste price avalibility
0
5
10
15
20
25
30
35
40
percentage
DATA ANALYSIS AND INTERPRETATION
satisfied with the milk consume
Sales
YES NO
DATA ANALYSIS AND INTERPRETATION
Purchase of product
percentage
near far way
Generally, I found that most of the customers used milk as a primary product.
Most of the customer use dairy product for self use only.
Mainly customer purchases the product from the retailer.
Customers are satisfied with the Packaging of dairy product.
Customers purchase dairy product easily
FINDING AND SUGGESTION
CONCLUSION‘‘AMUL will be an outstanding marketingorganization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration.
The network would consist of over 100 offices,7500 stockists covering at least every taluka head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Crore, and serving several co-operatives.
AMUL shall also create a market for its productsin the neigh boring countries.”