consumer preference about amul chocolates
TRANSCRIPT
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