200 mark finally

8/8/2019 200 Mark Finally

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The Taste of India

Index

Chapterno.

Title Page no.

1 General Introduction 5

Introduction to the Topic 5

Profile of the Industry 6

Company Profile 9

Product Profile 16

2 Theoretical Background of the Study 24

3 Design of the Study 26

4 Analysis & Interpretation 33

5 Findings, Suggestions & Conclusions 52

Annexure:a) Bibliographyb) Questionnaire

56

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List of Tables:

Table no. Contents Page no.

5.1 Classification of Customers Based On Sex 33

5.2 Analysis of Occupation of the Respondents 35

5.3 Analysis of Monthly Income of the Respondents 36

5.4 Analysis of Factors to Buy AMUL Milk and Milk

Products

38

5.5 Opinion of the Respondents Regarding Quality 39

5.6 Analysis of Consumption of Average Milk per Day 415.7 Analysis of Purchase Duration of the AMUL Milk

& Milk Products

43

5.8 Analysis of Rating Towards AMUL Milk & Milk products

45

5.9 Analysis of problems in Amul Milk Products 47

5.10 Analysis of Availability of Products from Dealers 485.11 Analysis of Value for Money Paid by the

Respondents49

5.12 Analysis of Recommendations 51

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List of Graphs:

Graph no. Contents Page no.

5.1 Classification of Customers Based On Sex 34

5.2 Analysis of Occupation of the Respondents 35

5.3 Analysis of Monthly Income of the Respondents 37

5.4 Analysis of Factors to Buy AMUL Milk and Milk Products

38

5.5 Opinion of the Respondents Regarding Quality 405.6 Analysis of Consumption of Average Milk per Day 425.7 Analysis of Purchase Duration of the AMUL Milk

& Milk Products

44

5.8 Analysis of Rating Towards AMUL Milk & Milk products

46

5.9 Analysis of problems in Amul Milk Products 47

5.10 Analysis of Availability of Products from Dealers 485.11 Analysis of Value for Money Paid by the

Respondents50

5.12 Analysis of Recommendations 51

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INTRODUCTION

Marketing is basically your interaction with your consumer. This interaction with your

consumer is done so that you can get the consumer to purchase your product or service.

Basically that is what marketing is all about, getting the customer to purchase your product

or service!

There is a tendency to confuse marketing with other terms like advertising or

publicity etc. However, advertising is only a small part of marketing. Advertising is one

of the ways in which you can get the customer to purchase your product or service. There

are many other ways. Like "publicity" though newspapers will increase awareness about

your product or service and thus may get the customer to purchase your product or service.The point is that marketing is a mixture of all the activities of advertising, promotion,

publicity, deciding the look and feel of the product, how it will be sold and sent to the

consumer etc. All of these are the different parts of marketing. They are not marketing.

Marketing can be thought of as a mixture of all these activities that will get the consumer to

buy your product. In fact, this gives us one of the important terms related to marketing

called "marketing mix". Marketing mix, as stated above is a mixture of all the above stated

activities designed to get a particular set of consumers to buy your product.

the marketing strategy is dependent on the target market. This basically means that the:

Product

Price

Place

Promotion

are all to be designed to appeal to the selected target market. In the following pages we have

tried to show you how the perfect marketing mix is to be designed for your target market.

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INDUSTRY PROFILE

The dairy industry plays an important role in the socio-economic development of India. The

dairy industry in India is instrumental in providing cheap nutritional food to the vast

population of India and also generates huge employment opportunities for people in rural

places.

The Department of Animal Husbandry, Dairying, and Fisheries, which falls under the

central Ministry of Agriculture, is responsible for all the matters relating to dairy

development in the country. This department provides advice to the state governments and

Union Territories in formulating programmes and policies for dairy development. It also

looks after all the matters relating to production and preservation of livestock farms (cattle

and sheep). To keep focus on the dairy industry a premier institution known as the National

Dairy Development Board was established. This institution is a statutory body that was

established in 1987. The main aim to set up the board was to accelerate the pace of dairy

development in the country and attract new investments.

India is a wonderland for investors looking for investment opportunities in the dairy

industry. The dairy industry holds great potential for investment in India and promises high

returns to the investors.

The reasons why the industry has huge potential for attracting new foreign investment are:

1. There is a basic raw material need for the dairy industry; that is, milk is available in

abundance.

2. India has a plentiful supply of technically skilled labourers.

3. There is an easy availability of technological infrastructure.

4. India has all the key elements required for a free market system.

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There are different sectors within the dairy industry that promise great business investment

opportunities:

Biotechnology:

1. The Indian cattle yield less milk as compared to their foreign counterparts. The Indian

cattle breeders are on the lookout for ways to improve their milk yield through cross-

breeding. Thus, there is a huge potential available for foreign investors to invest in dairy

cattle breeding of high-quality buffaloes with hybrid cows.

2. There is also great scope for investment in different dairy cultures, including dairy

biologics, enzymes, probiotics, and other colouring materials for food processing.

3. Producing bio preservative ingredients based on dairy fermentation, such as pediococcin,

acidophilic, bulgarican, and Nisin contained in dairy powder, also promise great investment

opportunity.

Dairy/Food Processing Equipment:

Great potential lies for foreign investment for manufacturing and marketing of cost-

effective, top-quality food processing machinery.

Food Packaging Instruments:

There is a tremendous investment opportunity for foreign investors in the manufacturing of

both machinery and packaging materials that aid the development of brand loyalty and gives

a clear edge in the marketing of dairy products.

Retailing:

Retailing of dairy products also promises great investment opportunities for standardization

and upgrading dairy products in the main metropolitan cities.

Manufacture of Ingredients:

Several ingredients are involved in the making of different dairy products like ghee,

condensed milk, and cheese. Manufacturing of ingredients for these products offers a great

potential for foreign investment in India.

Finished Products:

There is a great scope for investment in the manufacturing of finished dairy products such

as cheese sauce and cheese powders.

Technically Advanced Manufacturing Units:

There is a great opportunity for foreign investors to invest in establishing manufacturing

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units for dairy products. The investors can build world-class manufacturing units and let

them for hire. Building manufacturing units supports specialized dairy-related activities,

such as cheese slicing, cheese packaging, butter printing, and dicing lines, which hold

greater potential over other activities.

Thus, the dairy industry in India has huge investment opportunities in a variety of sectors.

The investors are all set to gain profitable returns on their investment.

India is one of the fastest emerging economies today. With the government encouraging

foreign Investments in India, it has become easier for foreign companies to foray into

the Indian Markets.

Company profile

Company Profile of Amul:

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

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millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,

Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk

and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in

2007-08). Today Amul is a symbol of many things. Of high-quality products sold at

reasonable prices.

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a

year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it.

All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the

masses

AMUL stands for,

A = Anand

M = Milk

U = Union

L = Limited.

Milestone ofAmul:

Name Karia district co-operative milk producers ltd, widely known as AmulFrom Co-operative sector registered under the co-operative society actLocation Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , IndiaRegistration 14th December, 1946Registered Kaira district co-operative milk producers ltd, Anand -388 001. Gujarat

Size Production of different products on large scale, collecting 9 to 15 lakh litersmilk everyday & producing milk products.

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Plant There are 4 plants

1) Amul Plant 2) Kanjari Plant

3) Mogar Plant 4) Khatraj PlantBanker 1. The Kaire District Center Co-Operative Bank Ltd.

2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of MaharashtraWorking 10:45 am to 5:45 pmFounders 1. Shri Tribhuvandas K. Patel

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different people

by whom this union is at the top position in Asia.

First hand is of farmers, without whom the organization would not have existed.

Second hand is of processors, who process the row material (milk) into finished

goods.

Third hand is of marketer, without whom the product would have not reached the

customers

Fourth hand is of customers, without whom the products would have not carried on.

BriefHistory ofAmul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in

India. It is a brand name managed by an apex cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by

some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative

organization's success in the long term. It is one of the best examples of co-operative

achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in

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the state of Gujarat, especially the highly successful one known as AMUL, will naturally

wonder what combination of influences and incentives is needed to multiply such a model a

thousand times over in developing regions everywhere. The Amul Pattern has established

itself as a uniquely appropriate model for rural development. Amul has spurred the White

Revolution of India, which has made India the largest producer of milk and milk products in

the world. It is also the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an

annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer

members with milk collection average of 10.16 million litres per day. Besides India, Amulhas entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,

Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market

in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets.

Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the

success of Amul. On 10 Aug 2006Parthi Bhatol, chairman of the Banaskantha Union, was

elected chairman of GCMMF.

AMUL: The origin

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the

Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the

'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per

day, nothing but a trickle compared to the flood it has become today. Today Amul collects

processes and distributes over a million liters of milk and milk products per day, during the

peak, on behalf of more than a thousand village cooperatives owned by half a million

farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha,

Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern

of liberation and self-reliance for every farmer to follow.

The Start of a Revolution

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The revolution started as awareness among the farmers that grew and matured into a protest

movement and the determination to liberate them. Over four decades ago, the life of a

farmer in Kaira District was very much like that of his counterpart anywhere else in India.

His income was derived almost entirely from seasonal crops. The income from milch

buffaloes was undependable. The marketing and distribution system for the milk was

controlled by private traders and middlemen. As milk is perishable, farmers were compelled

to sell it for whatever they were offered. Often, they had to sell cream and ghee at

throwaway prices. In this situation, the one who gained was the private trader. Gradually,

the realization dawned on the farmers that the exploitation by the trader could be checked

only if marketed their milk themselves. In order to do that they needed to form some sort of

an organization. This realization is what led to the establishment of the Kaira District

Cooperative Milk Producers' Union Limited (popularly known as Amul) which was

formally registered on December 14, 1946.

The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An

assured market proved a great incentive to the milk producers of the district. By the end of

1948, more than 400 farmers joined in more village societies, and the quantity of milk

handled by one Union increased from 250 to 5,000 liters a day.

Amul's Secret ofSuccess

The system succeeded mainly because it provides an assured market at remunerative prices

for producers' milk besides acting as a channel to market the production enhancement

package. What's more, it does not disturb the agro-system of the farmers. It also enables the

consumer an access to high quality milk and milk products. Contrary to the traditional

system, when the profit of the business was cornered by the middlemen, the system ensured

that the profit goes to the participants for their socio-economic upliftment and common

good.

Looking back on the path traversed by Amul, the following features make it a pattern and

model for emulation elsewhere. Amul has been able to:

Provide a support system to the milk producers without disturbing their agro-

economic systems

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Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, Amul is an example par excellence, of an intervention for

rural change.

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment

Produce an appropriate blend of the policy makers farmers board of management and

the professionals: each group appreciating its roles and limitations

Plough back the profits, by prudent use of men, material and machines, in the rural

sector for the common good and betterment of the member producers and

The Union looks after policy formulation, processing and marketing of milk, provision of

technical inputs to enhance milk yield of animals, the artificial insemination service,

veterinary care, better feeds and the like - all through the village societies.The village

society also facilitates the implementation of various production enhancement and member

education programs undertaken by the Union. The staff of the village societies has been

trained to undertake the veterinary first-aid and the artificial insemination activities on their

own.

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest 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.

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Members:13 district cooperative milk producers'

Union

No. of Producer Members: 2.7 million

No. of Village Societies: 13,141

Total Milk handling capacity: 10.21 million liters per day

Milk collection (Total - 2008-09): 2.69 billion liters

Milk collection (Daily Average 2008-09): 7.4 million liters

Milk Drying Capacity: 626 Mts. per day

Cattlefeed manufacturing Capacity: 3090 Mts per day

Sales turn over from 1995 to 2009:

Sales Turnover Rs (million)

1995-96 111401996-97 137901997-98 155401998-99 188401999-2000 221922000-01 221852001-02 225882002-03 233652003-04 27457

2004-05 289412005-06 292252006-07 377362007-08 42778

2008-09 52554

Ownership Pattern ofAmul:

Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this

there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces

through competition in the Indian market by different companies. So that by advertising and

promoting its product GCMMF has become one of the leading dairies in India. In western

of India, GCMMF shares most of the market while in other parts of India it is next so. But

slowly and surely GCMMF is growing in sharing the market with other competitors

industries.

Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher

advanced machinery to Rs. 1600 lakhs.

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Accumulated members share capital in union is Rs. 553,935,000 this share capital is

deposited in Amul bank account in the name respective member dairy co-operative

societies.

Information about Competitors:

The Indian market is dominated by a large number of small local manufacture and

regional players.

There are an estimated 150 manufactures in the organized segment which account for 30-

40% of sales and about 1000 units in the unorganized segment of the market.

They have also competitor in the market. They felt very tuff competition in our country and

outing countries.

According to Product Categories

For Liquid Milk:

Gayatri Milk

Super Milk

Payal Milk

Sardar Milk Samrrudhi Milk

For Ice-Cream Product

Gokul Ice-Cream

Dairy Den Ice-Cream

Quality Walls Ice-Cream

Havmor Ice-Cream Max

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Sagar Milk Vadilal Ice-Cream

For Ghee Product

Gopi Ghee

Gayatri Ghee

Krishna Ghee

Abad Ghee

Nestle

For Chocolate

Cadbury

Max

Dairy Milk

Five Star

Butter

Nature butter

Nutralite

Cheese

Britannia

Lebon

Achievements \ awards:

Amula co-operative society and its co-operation has led many different awards in its favor.

Magsaysay award for community leadership presented in manila, Philippines to Shri

Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: Padmabhusan award given to Shri T.K. Patel

1965: Padmshri awarded was given to V. Kurien, general manager, by the president of

India

1987: Best Productivity awarded by national productivity council for the year 1985-86

awarded to Amul dairy.

1988: Best Productivity awarded for the second successive year 1986-87 by the president

of India, Mr. R. Venkatrao to kaira union.

1993: ICA Memenoto towards genuine and self sustaining co-operative worldwide ICA

regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

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Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP

Certificate and effects are got to obtain ISO 14000.

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List ofProducts Marketed :

Bread Spreads

Amul Butter

Utterly Butterly

Delicious

Amul Lite

Low fat, low

Cholesterol Bread

Spread

Delicious Table

Margarine

The Delicious wayto eat healthy

Milk Drinks

Amul Kool Millk

Shaake

Amul Kool

Amul Kool Cafe Kool Koko

A delight to

Chocolate Lovers.

Delicious Chocolate

taste

Nutramul Energy

Drink

A drink for Kids -

provides energy to

suit the needs of

growing Kids

Amul Kool

Chocolate Milk

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Amul Kool

Flavoured BottledMilk

Amul Kool

Flavoured TetraPack

Amul Masti Spiced

Buttermilk

Amul introduces the

Best Thirst

Quenching Drink

Amul Kool Thandai

Powder Milk

Amul Spray Infant

Milk Food

Still, Mother's Milk is

Best for your baby

Amul Instant Full

Cream Milk Powder

A dairy in your home

Sagar Skimmed

Milk Powder

Which is especially

useful for diet

preparations or for

use by people on lowcalorie and high

protein diet.

Sagar Tea Coffee

Whitener

Amulya Dairy

Whitener

The Richest, Purest

Dairy Whitener

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Fresh Milk

Amul Fresh Milk

This is the most

hygienic milk

available in the

market. Pasteurised 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 Shakti Toned

Milk

Amul Calci +

Cheese

Amul Pasteurised

Processed Cheese

100% Vegetarian Cheese

made from microbial

Amul Cheese Spreads

Tasty Cheese Spreads in 3

great flavours..

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rennet

Amul Emmental Cheese

The Great Swiss Cheese

from Amul, has a sweet-

dry flavour and hazelnut

aroma

Amul Pizza Mozzarella

Cheese

Pizza cheese...makes

great tasting pizzas!

Gouda Cheese

For Cooking

Amul / Sagar Pure Ghee

Made from fresh cream.

Has typical rich aroma

and granular texture. An

ethnic product made by

dairies with decades of

experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to

make your favourite

recipes!

Utterly Delicious Pizza

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Mithai Mate

Sweetened CondensedMilk - Free flowing and

smooth texture. White to

creamy color with a

pleasant taste.

Masti Dahi

Desserts

Amul Ice Creams

Premium Ice Cream made

in various varieties and

flavours with dry fruits

and nuts.

Amul Shrikhand

A delicious treat,

anytime.

Amul Mithaee Gulab

Jamuns

Pure Khoya Gulab

Jamums...best served

piping hot.

Amul Chocolates

The perfect gift for

someone you love.

Amul Lassee Amul Basundi

Health Drink

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Nutramul

Malted Milk Foodmade from malt

extract has the highest

protein content among

all the brown

beverage powders

sold in India.

Amul Shakti Health

Food DrinkAvailable in Kesar-

Almond and

Chocolate flavours.

Theoretical Background of This Study

A. STATEMENT OF THE PROBLEM

Many companies are aiming for high satisfaction because customers who are just satisfied

still they find it easy to switch when better offer comes along. Those who are highly

satisfied are much less ready to switch. High satisfaction creates an emotional bind with the

brand not just a rational preference. The result is highly customer loyalty. Hence an attempt

has been made to identify the customer attitude and satisfaction on Amul Milk Products

B. OBJECTIVES OF THE STUDY

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This project is based on consumer satisfaction towards Amul Milk and Milk products in

Anand. Objectives of study are;

1. To know the customer behavior and to identify the level of customer satisfaction

towards Amul

2. To offer pragmatic suggestion for growth and development of Amul products.

3. To know the various marketing mix that influence the customer behavior.

A. SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity. This customer

satisfaction decides the fate of the product and organization. There is various factors

influence to the customer satisfaction. These factors are, Post purchase behavior,

Reputation, Product availability, Branding, and convenient etc.

B. METHODOLOGY

The study is mainly concerned with behaviors of the customers satisfaction towards

AMUL products and Milk products. Hence various data and methodology is considered in

my report preparation. The main data sources are:

PRIMARY DATA

The primary data refers to original information gathered for a specific purpose and

provides up to date, accurate and relevant information and it is gathered in an investigation

according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA:

The primary data is collected on the basis of survey method with the help of

questionnaires, and interviews, personal observation, direct consultation with consumers

and dealers. Both open and closed end questions are used in the questionnaire.

METHODS:

The survey method is used to collect the primary data with the help of

questionnaire based on explorative and conclusive research.

SAMPLING UNIT:

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It refers to the individuals who are to be surveyed in the study and it is the customer

who is consuming or using or who has bought AMUL milk and milk products are surveyed.

SAMPLE SIZE:

It refers to the number of people surveyed for this topic, in the study 40 people were

surveyed and responses drawn.

SECONDARY DATA:

The secondary data can be defined as data collected by someone else for purposes

other than solving problem being investigation and previously meant for another purpose. A

secondary data is collected from the books, periodical journals, magazines, papers, company

records, internet and other publication.

C. LIMITATION OF THE STUDY:

1. Sample size of the study is restricted to 40 customers only.

2. Most of the respondents hesitate to give information but how ever an attempt is made

to collect the data systematically.3. Time is the one constraint of the survey.

THEORITICAL DISCUSSION

INTRODUCTION:

The term market is derived from the Latin word Marcatus which means to trade

or place of business. So in the literal sense and in the ordinary language, the term Market

refers to a certain place, where buyers and sellers personally meet each other and make their

purchase and sales. In short, it means a certain place where goods are bought and sold.

However in commerce the term Market is used in the economic sense. In the

economic sense the term Market does not refer to any particular place where buyers andsellers meet face to face and make their purchase and sales, but covers the whole of any

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region, where the buyers and sellers are in such free intercourse, that is contract or

communication with one another that a single price prevails for a certain commodity at a

certain point of time through the region.

In short, it means the getting together of buyers and sellers in person or any by mail

telephone, telegraph of through any other means of communication.

Marketing:

The meaning of the term marketing can be studied under two heads. They are,

1. Traditional or old view of marketing

2. Modern of customer oriented marketing

Definition:

According to the American Marketing Association, Marketing is the performances

of business activities that direct the flow of goods and services from producer to customer

or user

Five Stages of Customer Bonding

This bond results from effective one-on-one communication, mutually-beneficial

interaction, the company's genuine interest and involvement in the customer's life and

lifestyle, a combination of customer allegiance and company advocacy, and a shared sense

of purpose.

Customer loyalty develops from personal relationships and trust between the company and

the customer over time. This includes keeping customers involved throughout the product

lifecycle as well as developing products and/or services to meet changing customer needs

and desires.

AWARENESS

The art of earning customer "share-of-mind" involves creating an impression of

personal identification with the company's products and/or services.

This first stage, awareness, represents the weakest aspect of a relationship because it

is non-interactive and depends entirely on the customer's perception

IDENTITY

The identification stage occurs when a potential customer asks the question, "What's

in it for me?"

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A customer identifies a product of service as meeting one or more important personal

needs, such as self-fulfillment, status, or belonging.

A customer may perceive the company as having values and preferences similar to his

own and begin to form a relationship with the company.

RELATIONSHIP

At this stage, the customer receives the benefit of products and/or services tailored

specifically to his individual needs (at least as nearly as the company can provide).

Once a customer interacts with the company, repeated experiences of individual

customer satisfaction take on significant importance.

Customers expect that products will work and that they will receive good service.

Customer delight results largely from how a product is sold and is serviced as well as how

the company responds to inquiries and solves problems.

COMMUNITY

Customer bonding requires high levels of effective interaction. When the company

integrates its products and services into the life and lifestyle of its customers, communal

bonding occurs.

The community relationship stage achieves an integration of values, preferences and

priorities between customer and company where each derives mutual benefit. Companies

that achieve this type of loyalty consistently delight their customers.

ADVOCACY

At this advanced level of customer bonding, the company services as an advocate for

the customer, and the customer shows an allegiance to the company; word-of-mouth

advertising flourishes. Because the company now can encourage buyer-get-a-buyer

programs through sappropriate incentives, it must be prepared to follow through

professionally to make new recruits feel as valued as the advocates who recommended

them.

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Market Segmentation:

The process of talking the total heterogeneous market for a product & dividing it in

to several sub markets each which tend to be homogeneous in all significances.

There are few bases for segmentation markets,

Customer characteristics

Consumer responses

The major segmentation variables for consumers markets are,

Geographic segmentation (nation, state, country, city)

Demographic segmentation (age, family, religion, generation, nationality, social class)

Psychographic (life style, personality & status class)

Behavioral (occupation, benefits, users, loyalty, )

These variables can be used singly or in combination, business marketer use all these

variable as along with operating variables, purchasing approaches, substantial, accessible,

differentiable, & actionable.

CustomerBehavior:

The term consumer behavior refers to the behavior that consumer displays in reach

for purchasing using, evaluating & disposing of products & services that they except will

satisfy their needs.

ConsumerResearch:

Consumer research is the methodology used to study consumer behavior researchoffer set diverse to identify consumer needs it is used to identify both felt & unfelt needs, to

learn how consumers. Perceive product & brand & stores. What their attitudes are before

and after promotional campaigns & how & why they make their consumption decision.

ConsumerSatisfaction:

All business firms have realized that marketing is a core element of management

philosophy & the key to its success lies in focusing more & more on the customers. That is,

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it will be the customer who will decide where the firm is heading. Thus the challenge before

the marketer is to ensure that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers to the

buyers state of being adequately rewarded in a buying situation for the sacrifices he has

made one the customer purchase & use the product they may then become either satisfy or

dissatisfied.

The result of satisfaction to customer form the purchase of the product or services is

that more favorable post-purchase attitude, higher purchase intention & brand loyalty to be

exhibited that the same behavior is likely to be exhibited in a similar purchasing situation.

The term consumer is a typically used to refer to someone who regularly purchase from a

particular store or company.

Customers are people who are happy with the product & services & are willing to

come back & pay for it again.

Today the firms aim to give satisfaction to the customer through marketing concepts. The

firm try to help the buyers in the solving the problem then competitors. The marketers must

see that consumers with purchasing power constitute a potentials buyers are identified. It is

essential for the marketer to carry out the business in such a way that they give satisfactionto consumers needed. When a firm markets a product or service it should aim to enjoy

consumers satisfaction & profit maximization.

Concept & Need forStudying ConsumerBehavior:

Consumer behavior can be said to be the study of how individual make decision on

how to spend their available resources (time, money, effort) on various consumption related

items. This simple definition of consumer behavior tells the markets to resolve every

activity around the ultimate consumers & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

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These questions will help in understanding better what factors influences the decision

making process of the customers. The decision making process identifies the number of

people who are involve in this process & describes a role to them like users, decides,

influences & buyers.

It is believed that consumers or customers make purchase decision on the basis of

receipt of a small number of selectivity chosen pieces of information. Thus it will be very

important to understand what & how mush them to evaluate the goods & services offerings.

CustomerExpectation:

Customer expectation through look realistic is very often build upon on a very high

platform. Then the quality of the product or services may not match the expectation. This

again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the marketing

decision maker could adopt approaches wherein he can classify market in relation to the

degree of opportunity to deliver customer satisfaction. He could establish itself common

factors & them evaluate each market opportunity against these. The most probable factors

which influence consumers behaviors are: Market size

Rate of growth of the market

Stability or demand

The due importance attached to price by the consumers before making a purchase

decision

Consumer emphasis & the due importance given to the quality aspect

The consumers desire for product innovation

The level of competition (inclusive of both existing & potential competitors)

The firms competitive strengths in terms of price & product

Expectations at the general level like are quality, durability, reliability, style, etc.

Feedback:

Many of the companies are entrusting their customers to give a feedback & use this

as a means of maintaining regular contact & dialogue, having realized the importance of

obtaining a feedback the consumers. Rather than avoiding comment, companies are

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encouraging their customers to talk, as mention above, feedback helps them, market firm to

get on idea of the customers view point on their product or services & more important is

that this information will help them to take action & deal with any problem immediately.

Brands:

Brands were originally developed as labels of own ship: Name Term Design and

Symbol. However, they today it is what they for people that matters much more, powerful

brands can drive success in competitive and financial markets, and indeed become the

organizations most valuable assets.

Brand Loyalty:

It has been proclaimed by some to be the ultimate goal of marketing. In marketing,

brand loyalty consist of a consumers commitment to repurchase the brand and can be

demonstrated by repeated buying of a product or service or other positive behaviors such as

word of mouth advocacy. True brand loyalty implies that the consumer is willing, st least on

occasion, to put aside their own desires in the interest of the brand.

CustomerFocus:

Many companies today have a customer focus (or customer orientation). This

implies that the company focuses its activities and products on consumer demands.

Generally there are three ways of doing this: the customer driven approach, the sense of

identifying market changes and the product innovation approach.

In the consumer driven approach, consumer wants are the drivers of all strategic

marketing decision. No strategy is pursued until it passes the test of consumer research.

Every aspect of a market offering, including the nature of the product itself, is driven by the

needs of potential customers. The starting point is always consumer. The rationale for this

approach is that there is no point spending R&D funds developing products that people will

not buy. History attested to many products that were commercial failure in spite of being

technological breakthroughs.

CustomerLoyalty:

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It takes a lot less money to increase your retention of current than to find new ones

but I know I dont give it as much effort as I should because it does take a lot of energy and

effort

Analysis and Interpretation of the Data:

The collected data were not easily understandable, so I like to analyze the collected data in a

systematic manner and interpreted with simple method.

The analysis and interpretation of the data involves the analyzing of the collected

data and interpretation it with pictorial representation such as bar charts, pie charts and

others.

Gender:

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and

female. Gender classification is requiring to marketer because different gender exhibit

different perception towards products. In classification of gender the following number is

used to know their perception.

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Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 14 35Female 26 65

Total 40 100

Sources: Primary Data

Table no 5.1

Interpretation:

35% of the respondents are male and 65% of the respondents are female. From the

above table we can conclude that, the majority of the respondents were belongs to female

group.

Graph no: 5.1

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Occupation:

Occupation is also influences a persons consumption pattern. A blue collar worker

will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk

products are purchased by various occupants. The following occupants of the respondents

are classifies for the data collection.

Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%Business 8 20Employee 4 10House wife 26 65Others 2 05Total 40 100


Table no.5.2

Interpretation:

20% of the respondents are business, 10% of the respondents are employees, and

65% of the respondents are house wives, 05% of the respondents are others group.

Graph No.5.2

Income:

Income decided the purchasing power of the customer. If the income is high then,

they go for high quality irrespective of price of the product. Hence in this research I like to

collect the data how income is influence to purchase Amul Milk and Milk products.

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 15 37.5

5001-10000 12 3010001-15000 9 22.5

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15001 & above 4 10Total 40 100


Table No: 5.3

Interpretation:

As per the data 37.5% of the respondents earn per month below 5000, 30% of the

respondents earn 5001 to 10000, 22.5% of the respondents earn above 10001 to 15000. 10%

of the respondents earn 15000 & above. From the above table we can conclude that majority

of the respondents monthly income group of below 5000 and more than 5000 to 10000.

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Purchasing Factor:

Identification of various factors plays a vital role in consumer behavior

study. The various factors such as quality, price easy available etc. is influencing lot and

influences positively. The following data reveals how various factors are influencing to

buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %Quality 15 37.5Brand image 12 30Price 8 20Easy availability 5 12.5Others Nil NilTotal 40 100` Source: Primary Data

Table no: 5.4

Interpretation:

37.5% of respondents buying AMUL Milk & Milk products for its Good Quality,

30% of respondents use for its Band Name,20% of its Price consideration, 12.5% of its easy

availability of respondents buying AMUL Milk.

Graph no 5.4

Quality:

Company has two responsibility in a quality centered. First, they must participate in

formulating strategies and policies designed to help the company win through total quality

excellence. Second they must deliver marketing quality alongside production quality. This

helps to company to attract more number of customers to their products. Hence I try to

collect information related to quality of AMUL Milk & Milk products.

Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )Thickness 14 35

Freshness 18 45Taste 8 20

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Others Nil NilTotal 40 100


Table no: 5.5

Interpretation:

As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the

respondents for Freshness, and 20% of respondents for Taste.

Quality takes vital role in every organization. From the above table we can conclude

that majority of the respondents expressed that AMUL Milk & Milk products have

Thickness.

Graph no.5.5

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Respondents Consumption Quality:

Consumption quality is varying with various respondents. Some of customer they

buy less quantity and some them huge quantity depends upon requirement and number of

people in their houses. The data is collected to know the various consumption patterns.

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)1 Liter 28 702-4 Liter 4 10More than 4 Liters 8 20Total 40 100


Table no: 5.6

Interpretation:

70% of the respondents are consuming one liter per day. 10% of the respondents areconsuming two to four liter per day. 20% of the respondents are consuming more than four

liters per day.

From the above table we can conclude that majority of the respondents were

consuming one liter per day.

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Graph no.5.6

Purchase Duration:

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Repeat purchase will help to know what customer loyalty towards Amul Milk &

milk products. When consumer repeatedly purchases the product, it is understood that they

are satisfied with the products. The following data show the various statuses of the

respondents.

Analysis of Purchase Duration of the AMUL Milk & Milk Products

Duration No. of Respondents Percentage (%)6 Months 2 051-2 Years 6 153-4 Years 8 20

More than 4 years 24 60Total 40 100


Table no: 5.7

Interpretation:

As per the data gathered, out of 100 respondents, 05% of the respondents buying

since last six months, 15% of the respondents from one to two years, 20 % of the

respondents from three to four years, 60% of the respondents buying AMUL Milk & Milkproducts from more than four years.

From the above table we can conclude that majority of the respondents consuming

AMUL Milk & Milk products more than four years.

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Graph no: 5.7

Opinion towards Products:

The behavior of users after his commitment to a product has been collected with

respect product and terms of satisfaction with rating scale. The following are the data

obtained related to AMUL Milk & Milk products.

Analysis of Rating towards AMUL Milk & Milk products

Ratings No. of Respondents Percentage (%)Excellent 10 25Good 20 50Average 8 20Poor 2 05Total 40 100

Source: Primary Data

Table no: 5.8

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Interpretation:

25% of the respondents rated that AMUL Milk & Milk products are Excellent. 50%

of the respondents rated as good, 20% of the respondents rated as Average Quality. 05% of

the respondents rated that AMUL Milk & Milk products are Poor.

From the above table we can conclude that majority of the respondents rated AMUL

Milk & Milk products are of Good Quality.

Graph no.5.8

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Common Complaints:

A customer centered organization makes it ways for its customer to deliver

suggestion and complaints. Many firms provide form for collecting feedback on products

and some time customer complaints and suggestion about products. In this survey, common

problems raised by the customer or not.

Analysis of problems in Amul Milk Products

Opinions No. of Respondents Percentage (%)Yes 4 10

No 36 90Total 40 100


Table no: 5.9

Interpretation:

Only 10% of the respondents said that there is a problem in AMUL Milk & Milk

products. 90% of the respondents are said that no problem in AMUL Milk & Milk products.

From the above table we can conclude that majority that the respondents are not

having any problems in AMUL Milk & Milk products.

Graph no: 5.9

Purchasing Place:

Purchase place is also important to know where users choose their purchase point.

This helps to marketer to design various promotion and distribution programmes. The data

is collected to know the various purchase place and availability.

Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)Yes 38 95

No 02 05

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Total 40 100


Table no: 5.10

Interpretation:

95% of the respondents said that they are getting AMUL Milk & Milk products

easily. Only 05% of the respondents disagree with the easy available of AMUL Milk &

Milk products.From the above table we can conclude that majority of the respondents

getting the AMUL Milk & Milk products easily from the dealers or retailers.

Graph no: 5.10

Opinions towards Products :

The behavior of user after his/her commitment to a product has been collected with

respect products terms of satisfaction with rating scale. The following are the data obtained

related to AMUL Milk & Milk products

Value for the Money:

Consumers always think while paying price to the products such as how much we

are paying towards products and how much we are getting. This data is gathered to know

what value they are receiving from the AMUL Milk & Milk products.

Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)Yes 38 965

No 02 05Total 40 100


Table no: 5.11

Interpretation:

96% of the respondents feel that they get the value for money they paid. Only 04%

of the respondents feel that they are not getting the value for money what they paid.

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From the above table we can conclude that majority of the respondents are agreed

that they are getting the value for money they paid.

Graph no: 5.11

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Influence to Others to Buy Products:

Post experience & benefits will help organization in obtaining the additional sale. In

this connection feedback its act as an influence to others to adopt the product the user

survey has conducted to identify what an extent user recommends to others. The data has

been extracted & it is as follows.

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)Yes 38 95

No 02 05Total 100 100


Table no: 5.12

Interpretation:

95% of the respondents were satisfies with the AMUL Milk & Milk products. 05%

of the respondents were not satisfies with the AMUL Milk & Milk products.

From the above table we can conclude that majority of the respondents were

satisfied with the AMUL Milk & Milk products.

Graph no: 5.12

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FINDINGS, SUGGESTIONS AND CONCLUSIONS:

FINDINGS:

This chapter is including in my survey findings, suggestions and conclusions of my

study. First I would like to present my survey findings. The main findings of my survey are

as follows:

1. It is findings in the survey that females are the main decision maker for the milk and

milk products. As per the data, 26% of female and 14% of male makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that 65% are the

housewives and 35% are from various occupations such as a businessman, employee,farmers, etc for the Amul Milk & Milk products.

3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk products.

As per the data, 67.5% of the respondents income is under this group.

4. The main purchasing factors for the Amul Milk & Milk products are Quality and

Brand image. The data reveals that 37.5% influences on Quality and 30% influenced for the

Brand.

5. 88% of the total respondents are using product since from a long time. The majority

of the respondents are using Amul Milk & Milk products from more than 3 years.

6. Overall opinion of the product performance data reveals that Amul product satisfies

70% of the respondent and 30% respondents opinion is average.

7. It is found in the survey that 05% of the total respondents are dissatisfied on dealers

services.

8. It is found in the survey that customer are influencing through Word of Mouth.

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SUGGESTIONS:

1. Milk and milk product purchase decisions are more decided by women rather than

male, because she act as a invigilator, execute her decision and influence the same to the

purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-

operative society to concentrate more on the women and men suggestions for designing the

marketing strategy, because womens role in the house is dominant, even in the various

decisions.

2. Occupation of the user influences the purchase decisions. The particular occupation

plays a vital role in deciding the product or services. Women segment are influencing moreon milk and milk products. Therefore, an occupation is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income prefers to

purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest

Amul to concentrate also on low income segment to capture market and position themselves

in the minds of the customer with required quality and quality milk and milk products.

4. Quality and Brand Image plays a dominant role. Milk and milk products move in the

market due to its quality and brand. Therefore it should maintain the same.

5. Since Amul is having loyal customer it should concentrate more on this factor through

various potential programmes such as campaign, premium packs, offers etc., this helps to

increase the loyalty towards the Amul products.

6. Milk and milk product are having high demand and it is considered as a very essential

products. In present practice, purchase of milk and milk products is through dealers. In this

connection dealers approach towards the product.

7. Customer is influential, hence I suggest Amul to look after the dealers issue with due

care.

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8. When product possesses quality and other important attributes naturally they

propaganda about product through word of mouth and vice versa. Therefore if the quality

and attributes are fine tuned according to the needs will help the Amul to get reputation and

addition market.

9. Introduction of various economic products lies may help Amul to attract the existing

and new customers and may attract all income level groups. Hence I suggest management to

introduce new product line which can satisfy the entire group.

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Conclusions:

Learnings from the survey:

Amul milk and milk products has a good market share.

In order to turn the dreams into reality and for turning liabilities into assets one must

have to meet the needs of the customers.

The factors considered by the customer before purchasing milk are freshness, taste,

thickness and easy availability.

In short, majority of the customers are satisfied with the Amul milk and Milk products

because of its good quality, reputation, easy availabilities. Some customers are not satisfied

with the Amul Milk & Milk products because of high price, lack of dealer services, spoilage

and low shelf life etc. therefore, if slight modification in the marketing programme such as

dealers and outlets, promotion programmers, product lines etc., definitely company can be

as a monopoly and strong market leader.

Amul has also to take care of its competitors into consideration and more importantly its

customers before making any move.

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BIBLIOGRAPHY

Website Address:

www.amul.com

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http://www.amul.com/http://www.amul.com/


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Customer Response Questionnaire

1. Personal profile: A. Name:

B. Address:

C: Sex: Male: [ ] Female [ ]

E: Age: [ ]

G: Occupation:

1. Self-employed: [ ] 3.Professional: [ ]

2. House wife: [ ] 4. Student: [ ]

2. Which product you are buying?

3. What is the most important factor that matters while buying an Amul product?

a. Quality: [ ] b. Price: [ ] c. Service: [ ]

4. How did you come to know about the Amul product?

a. By friends/family: [ ] b. Direct mailers: [ ]

c. Press Ads: [ ] d. Reference website: [ ]

e. T.V. Ads: [ ]

5. Which configuration would you decide on while buying an Amul product?

a. Intermediaries: [ ] b. Standard: [ ]

c. Latest / Advanced: [ ]

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6. Are you satisfied with the quality of the product?

a. Yes: [ ] b. No: [ ]

7. Do you think the price of Amul product is high / low compared to

competitors product?

a. Very good: [ ] b. High: [ ]

c. Average: [ ] d. Same: [ ]

8. How often do you buy this product of Amul?

a. Daily: [ ] b. Monthly: [ ]

c. Weekly: [ ] d. Occasionally: [ ]

9. What is your opinion about the performance of Amul product?

a. Outstanding: [ ] b. excellent: [ ]

c. Good: [ ] d. Average: [ ]

10. Do the various schemes / promotional activities affect your purchase plans?a. Yes: [ ] b. No: [ ]

11. Suggestion (if any):

Date:

Place:

THANK YOU

200 mark finally

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