Factors Affecting Consumer Behavior

By Asifo Shah

Consumer behavior refers to the selection, purchase and consumption of

goods and services for the satisfaction of their wants. There are different

processes involved in the consumer behavior. Initially the consumer tries

to find what commodities he would like to consume, then he selects only

those commodities that promise greater utility. After selecting the

commodities, the consumer makes an estimate of the available money

which he can spend. Lastly, the consumer analyzes the prevailing prices

of commodities and takes the decision about the commodities he should

consume. Meanwhile, there are various other factors influencing the

purchases of consumer such as social, cultural, personal and

psychological. The explanation of these factors is given below.

1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer

culture, subculture, and social class.

⢠Culture�

Basically, culture is the part of every society and is the important cause of

person wants and behavior. The influence of culture on buying behavior

varies from country to country therefore marketers have to be very

careful in analyzing the culture of different groups, regions or even

countries.

⢠Subculture�

Each culture contains different subcultures such as religions, nationalities,

geographic regions, racial groups etc. Marketers can use these groups by

segmenting the market into various small portions. For example

marketers can design products according to the needs of a particular

geographic group.

⢠So� cial Class

Every society possesses some form of social class which is important to

the marketers because the buying behavior of people in a given social

class is similar. In this way marketing activities could be tailored according

to different social classes. Here we should note that social class is not only

determined by income but there are various other factors as well such as:

wealth, education, occupation etc.

2. Social Factors

Social factors also impact the buying behavior of consumers. The

important social factors are: reference groups, family, role and status.

⢠Reference Groups�

Reference groups have potential in forming a person attitude or behavior.

The impact of reference groups varies across products and brands. For

example if the product is visible such as dress, shoes, car etc then the

influence of reference groups will be high. Reference groups also include

opinion leader (a person who influences other because of his special skill,

knowledge or other characteristics).

⢠Family�

Buyer behavior is strongly influenced by the member of a family.

Therefore marketers are trying to find the roles and influence of the

husband, wife and children. If the buying decision of a particular product

is influenced by wife then the marketers will try to target the women in

their advertisement. Here we should note that buying roles change with

change in consumer lifestyles.

⢠Roles and Status�

Each person possesses different roles and status in the society depending

upon the groups, clubs, family, organization etc. to which he belongs. For

example a woman is working in an organization as finance manager. Now

she is playing two roles, one of finance manager and other of mother.

Therefore her buying decisions will be influenced by her role and status.

3. Personal Factors

Personal factors can also affect the consumer behavior. Some of the

important personal factors that influence the buying behavior are:

lifestyle, economic situation, occupation, age, personality and self

concept.

⢠Age�

Age and life-cycle have potential impact on the consumer buying

behavior. It is obvious that the consumers change the purchase of goods

and services with the passage of time. Family life-cycle consists of

different stages such young singles, married couples, unmarried couples

etc which help marketers to develop appropriate products for each stage.

⢠Occupation�

The occupation of a person has significant impact on his buying behavior.

For example a marketing manager of an organization will try to purchase

business suits, whereas a low level worker in the same organization will

purchase rugged work clothes.

⢠Economic Situation�

Consumer economic situation has great influence on his buying behavior.

If the income and savings of a customer is high then he will purchase

more expensive products. On the other hand, a person with low income

and savings will purchase inexpensive products.

⢠Lifestyle�

Lifestyle of customers is another import factor affecting the consumer

buying behavior. Lifestyle refers to the way a person lives in a society and

is expressed by the things in his/her surroundings. It is determined by

customer interests, opinions, activities etc and shapes his whole pattern

of acting and interacting in the world.

⢠Personality�

Personality changes from person to person, time to time and place to

place. Therefore it can greatly influence the buying behavior of customers.

Actually, Personality is not what one wears; rather it is the totality of

behavior of a man in different circumstances. It has different

characteristics such as: dominance, aggressiveness, self-confidence etc

which can be useful to determine the consumer behavior for particular

product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer

buying behavior. These are: perception, motivation, learning, beliefs and

attitudes.

⢠Motivation�

The level of motivation also affects the buying behavior of customers.

Every person has different needs such as physiological needs, biological

needs, social needs etc. The nature of the needs is that, some of them are

most pressing while others are least pressing. Therefore a need becomes

a motive when it is more pressing to direct the person to seek satisfaction.

⢠Percept� ion

Selecting, organizing and interpreting information in a way to produce a

meaningful experience of the world is called perception. There are three

different perceptual processes which are selective attention, selective

distortion and selective retention. In case of selective attention, marketers

try to attract the customer attention. Whereas, in case of selective

distortion, customers try to interpret the information in a way that will

support what the customers already believe. Similarly, in case of selective

retention, marketers try to retain information that supports their beliefs.

⢠Beliefs and Attitudes�

Customer possesses specific belief and attitude towards various products.

Since such beliefs and attitudes make up brand image and affect

consumer buying behavior therefore marketers are interested in them.

Marketers can change the beliefs and attitudes of customers by launching

special campaigns in this regard.

To find a lot more on marketing, management, supply chain, finance and

other core subjects of business administration please visit the

sites: http://mba-lectures.com/ and http://mba-tutorials.com/

Article Source: http://EzineArticles.com/?expert=Asifo_Shah 

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What is Consumer Buying Behavior?

Definition of Buying Behavior:Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:

why consumers make the purchases that they make? what factors influence consumer purchases? the changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

Return to Contents List

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.

2. Information search--o Internal search, memory.o External search if you need more information. Friends and relatives

(word of mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

Hungry, want to go out and eat, evoked set is

o chinese foodo indian foodo burger kingo klondike kates etc

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc.If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.

4. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.After eating an indian meal, may think that really you wanted a chinese meal instead.

Handout...Pillsbury 1-800#s

1-800 #s gives the consumer a way of communicating with the marketer after purchase. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer.Return to Contents List

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk:

Personal risk Social risk Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding.Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next.For example:Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

Return to Contents List

Categories that Effect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three factors:

1. Personal 2. Psychological 3. Social

The marketer must be aware of these factors in order to develop an appropriate MM for its target market.Return to Contents List

Personal

Unique to a particular person. Demographic Factors. Sex, Race, Age etc.Who in the family is responsible for the decision making.Young people purchase things for different reasons than older people.

Handout...From choices to checkout...

Highlights the differences between male and female shoppers in the supermarket.

Return to Contents List

Psychological factors

Psychological factors include:

Motives--

A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal.Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix.MASLOW hierarchy of needs!!

o Physiologicalo Safetyo Love and Belongingo Esteemo Self Actualization

Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases.

Handout...Nutrament Debunked...

Nutrament, a product marketed by Bristol-Myers Squibb originally was targeted at consumers that needed to receive additional energy from their drinks after exercise etc., a fitness drink. It was therefore targeted at consumers whose needs were for either love and Belonging or esteem. The product was not selling well, and was almost terminated. Upon extensive

research it was determined that the product did sell well in inner-city convenience stores. It was determined that the consumers for the product were actually drug addicts who couldn't not digest a regular meal. They would purchase Nutrament as a substitute for a meal. Their motivation to purchase was completely different to the motivation that B-MS had originally thought. These consumers were at the Physiological level of the hierarchy. BM-S therefore had to redesign its MM to better meet the needs of this target market.Motives often operate at a subconscious level therefore are difficult to measure.

Perception--

What do you see?? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it.Information inputs are the sensations received through sight, taste, hearing, smell and touch.

Selective Exposure-select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop).

Selective Distortion-Changing/twisting current received information, inconsistent with beliefs.

Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. A current example...MCI and AT&T...do you ever get confused?

Selective Retention-Remember inputs that support beliefs, forgets those that don't.Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisement per day. Can't be expected to be aware of all these inputs, and certainly will not retain many.

Interpreting information is based on what is already familiar, on knowledge that is stored in the memory.

Handout...South Africa wine....

Problems marketing wine from South Africa. Consumers have strong perceptions of the country, and hence its products.

Ability and Knowledge--

Need to understand individuals capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc.

South Africa...open bottle of wine and pour it!! Also educate american consumers about changes in SA. Need to sell a whole new country.

When making buying decisions, buyers must process information.Knowledge is the familiarity with the product and expertise.

Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product.Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality.

Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior.

Attitudes--

Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non- living.....Drive perceptions

Individual learns attitudes through experience and interaction with other people.Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy.

Handout...Oldsmobile.....

Oldsmobile vs. Lexus, due to consumers attitudes toward Oldsmobile (as discovered by class exercise) need to disassociate Aurora from the Oldsmobile name.

Exxon Valdez-nearly 20,000 credit cards were returned or cut-up after the tragic oil spill.

Honda "You meet the nicest people on a Honda", dispel the unsavory image of a motorbike rider, late 1950s. Changing market of the 1990s, baby

boomers aging, Hondas market returning to hard core. To change this they have a new slogan "Come ride with us".

Attitudes and attitude change are influenced by consumers personality and lifestyle.

Consumers screen information that conflicts with their attitudes. Distort information to make it consistent and selectively retain information that reinforces our attitudes. IE brand loyalty.

There is a difference between attitude and intention to buy (ability to buy).

Personality--

all the internal traits and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include:

o Workaholismo Compulsivenesso Self confidenceo Friendlinesso Adaptabilityo Ambitiousnesso Dogmatismo Authoritarianismo Introversiono Extroversiono Aggressivenesso Competitiveness.

Traits effect the way people behave. Marketers try to match the store image to the perceived image of their customers.

There is a weak association between personality and Buying Behavior, this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self concept.

Lifestyles--

Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle.

Lifestyles are the consistent patterns people follow in their lives.

EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered fashionable in US until 1920's. Now an assault by the American Academy of Dermatology.

Handout...Here Comes the Sun to Confound Health Savvy Lotion Makers..

Extra credit assignment from the news group, to access Value and Lifestyles (VALS) Program, complete the survey and Email alex@udel.edu the results. This is a survey tool that marketers can use to better understand their target market(s).Return to Contents List

Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.

Opinion leaders--

Spokespeople etc. Marketers try to attract opinion leaders...they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.)

Can be risky...Michael Jackson...OJ Simpson...Chevy Chase

Roles and Family Influences--

Role...things you should do based on the expectations of you from your position within a group.People have many roles.Husband, father, employer/ee. Individuals role are continuing to change therefore marketers must continue to update information.

Family is the most basic group a person belongs to. Marketers must understand:

o that many family decisions are made by the family unito consumer behavior starts in the family unito family roles and preferences are the model for children's future family

(can reject/alter/etc)o family buying decisions are a mixture of family interactions and

individual decision makingo family acts an interpreter of social and cultural values for the

individual.

The Family life cycle: families go through stages, each stage creates different consumer demands:

o bachelor stage...most of BUAD301o newly married, young, no children...meo full nest I, youngest child under 6o full nest II, youngest child 6 or overo full nest III, older married couples with dependant childreno empty nest I, older married couples with no children living with them,

head in labor forceo empty nest II, older married couples, no children living at home, head

retiredo solitary survivor, in labor forceo solitary survivor, retiredo Modernized life cycle includes divorced and no children.

Handout...Two Income Marriages Are Now the Norm

Because 2 income families are becoming more common, the decision maker within the family unit is changing...also, family has less time for children, and therefore tends to let them influence purchase decisions in order to alleviate some of the guilt. (Children influence about $130 billion of goods in a year) Children also have more money to spend themselves.

Reference Groups--

Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.

Families, friends, sororities, civic and professional organizations.Any group that has a positive or negative influence on a persons attitude and behavior.Membership groups (belong to)Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members. Credit Cards etc.!!

Aspiration groups (want to belong to)Disassociate groups (do not want to belong to)Honda, tries to disassociate from the "biker" group.

The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group.

Social Class--

an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions.

Social class influences many aspects of our lives. IE upper middle class Americans prefer luxury cars Mercedes.

o Upper Americans-upper-upper class, .3%, inherited wealth, aristocratic names.

o Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite

o Upper-middle class, 12.5%, college graduates, managers and professionals

o Middle Americans-middle class, 32%, average pay white collar workers and blue collar friends

o Working class, 38%, average pay blue collar workerso Lower Americans-lower class, 9%, working, not on welfareo Lower-lower class, 7%, on welfare

Social class determines to some extent, the types, quality, quantity of products that a person buys or uses.

Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering.Stores project definite class images.

Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture.

Culture and Sub-culture--

Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.

Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing.

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erm   consumer behavior  Definition : Actions (that is, behavior) undertaken by people (that is, consumers) that involve the satisfaction of wants and needs. Such actions often, but not always, involve the acquisition (that is, purchase) of goods and services through markets. The study of consumer behavior is fundamental to the understanding of the demand-side of the market. From a marketing perspective, the patterns, actions or steps in the process of decision making by consumers. The decision making process is influenced by various attitudes, motives, and social influences on the purchaser. Buyers tend to behave in certain ways including habits, brand loyalty, and post purchase behavior.

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Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product

marketing organisation with annual turnover (2010-11) US$ 2.2 billion. Its daily milk

procurement is approx 12 million lit (peak period) per day from 15,712 village milk

cooperative societies, 17 member unions covering 24 districts, and 3 million milk

producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', 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. Its success has not only been emulated

in India but serves as a model for rest of the World. It is exclusive marketing organisation

of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer

network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product

range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-

cream, Paneer, chocolates, and traditional Indian sweets, etc

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status.

Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China

and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in

Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been

awarded "Golden Trophy' for its outstanding export performance and contribution in dairy

products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received

numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality

Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company

Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj

National Quality Award - 2003 for adopting noteworthy quality management practices for logistics

and procurement. GCMMF is the first and only Indian organisation to win topmost International

Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of

the economic freedom of farmers. It has given farmers the courage to dream. To hope. To live.

GCMMF - An Overview

Year of Establishment 1973

Members17 District Cooperative Milk Producers' Unions (15 Members & 2 Nominal

Members)

No. of Producer Members 3.03 Million

No. of Village Societies 15,712

Total Milk handling capacity per day 13.67 Million litres per day

Milk Collection (Total - 2010-11) 3.45 billion litres

Milk collection (Daily Average 2010-

11)9.2 million litres (peak 12 million)

Milk Drying Capacity 647 Mts. per day

Cattlefeed manufacturing Capacity 3690 Mts. per day

Sales Turnover -(2010-11) Rs. 9774 Crores (US $2.2 Billion)

CRISIL Rating for GCMMF

Our Member Unions

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand

2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana

3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar

4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur

5. Surat District Cooperative Milk Producers' Union Ltd., Surat

6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara

7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad

9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch

10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad

11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar

13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 

15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar

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

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

Sales Turnover Rs (million) US $ (in million)

2009-10 80053 1700

2010-11 97742 2172

The Product Range

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine

Cheese Range

Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul

Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai

Paneer (cottage cheese), Utterly Delicious Pizza

Fresh MilkAmul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul

Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk

UHT Milk RangeAmul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul

Lite Slim-n-Trim Milk, Amul Fresh Cream

Milk PowdersAmul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder,

Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener

Milk DrinkAmul Kool Flavoured Milk, Amul Kool Café, Amul Kool Koko,Amul Kool Millk

Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Health Drink Stamina Instant Energy Drink

Brown Beverage Nutramul Malted Milk Food

Curd ProductsAmul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul

Flaavyo Yoghurt

Pure Ghee Amul Pure Ghee, Sagar Pure Ghee

Sweetened Condensed Milk Amul Mithaimate

Mithaee Range (Ethnic

Sweets)Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos

Ice-cream Sundae Range, probiotic,,sugarfree and probiotic

Chocolate & ConfectioneryAmul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass,

Amul Fundoo