consumer preference about amul chocolates

Consumer Preference about Amul Chocolates

BY GROUP 8

INTRODUCTIONAmul is an Indian dairy cooperative, based at Anand in the state

of Gujarat, India.Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.

One of the largest food brands in India and world’s largest pouched milk brand.

Amul's product range includes milk powders, milk, butter, ghee, cheese ,chocolate, ice cream, cream and other dairy products .

Business ProblemLow sales of Amul chocolates in comparison to other brands of chocolates.

Research ProblemConsumers’ perception affecting the sales of Amul chocolates in comparison to other brands in market.

Literature Review

• A Detailed analysis of the Anand Milk Union Limited By Rupinder Kaur

• Buying behaviour of consumers for different brands of milk chocolates

By Amandeep Kaur Hundal

Research Model

Buying Behavio

ur

Brand Preferen

cePriceQuality

Customer Perception

Sales

Packaging

Advertising

Methodology

Type of research :

Cross sectional Causal

Research

Categorise questions based on variables

Run data on SPSS

and observe

Record Observatio

ns

• https://goo.gl/forms/wtZ7g7dPNWJhCuz42 - Questionnaire Link

• Sample Size : 77• Target Population : Between age 20 - 50

C:\Users\U.VINAYAK BHAT\Desktop\RM\amulch

C:\Users\U.VINAYAK BHAT\Desktop\RM\Output

Analysis

Advertising

Buying Behaviour

Brand Preference

Packaging Influence

Quality preference

59

15

3

Price Influence

49

15

13

Interpretation• From the above analysis we come to know that Cadbury chocolates have

more preference as compared to Amul Chocolates as people are much more aware of Cadbury chocolates as compared to Amul chocolates because of better advertising.

• Buying behaviour of men and women is not significantly different and thus does not effect the sales of Amul chocolates.

• The packaging of Amul chocolates does attract customers and one of the main reason for its sales.

• Amul maintains a price level which people consider as medium as compared to other chocolates as it maintains its quality. So, this quality maintenance can result in sales of Amul Chocolates as people will accept it at that price level.

Thank you Vinayak BhatRisha BagchiAnand Roy

Antriksh SinhaAnshika JainBhavna Digal

Rakesh Karmakar