Submitted in partial fulfillment of the requirement of the

Award of degree in

MASTER OF BUSINESS ADMINISTRATION

[Session: 2011-13]

SUBMITTED TO: SUBMITTED BY:

Mrs.Vandana mam VIPIN (11001532009)

GAURAV (11001532032)

DEPARTMENT OF MANAGEMENT STUDIES

DCRUST, MURTHAL

RESEARCH REPORT

ON

COMPARATIVE STUDY OF

AMUL V/S VITA MILK

SONIPAT

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any

task would be incomplete without mentioning the people who made it possible,

whose consistent guidance and encouragement crowned the efforts with success.

We would consider it my privilege to express my gratitude and respect to

Mrs.Vandana Sharma Mam who provided her consistent support and suggestion

during this programme as we troubled her through our queries at every stage of

the work and we really appreciate the patience with which she resolved our doubts

amidst herr busy schedule, we express our sincere thanks to her.

We cannot forget the contribution of respondents for their support by providing

valuable information which proved a milestone for studies.

VIPIN

GAURAV

PREFACE

M.B.A. is a course which combines both theory and its application as its content of

study in the field of Business and Management. As a part and parcel of this course

aspirant has to undergo in company research with the people. The research gives a

unique experience to the aspirants who can visualize things what they have been

taught in classrooms. It is in practical experience that the effectiveness of

management itself is realized.

I was fortunate enough to get these opportunities of undertaking a research for the

comparative study of AMUL V/S VITA, SONIPAT. It is an attempt to present an

account of practical knowledge and observation gathered during the research.

OBJECTIVES OF STUDY

Every research is conducted for a specific purpose similarly, the project entitled

“AMUL V/S VITA MILK ” , which was undertaken for Sonepat region, is

conducted with the objective:

Main Objective:

To study the consumer preferences towards the milk brand AMUL and VITA.

Sub Objectives:

1) To know which element attract more towards the brand.

2) To know the awareness of various brands among the respondents.

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

It means the procedure for conducting the systematic & landed approach to carry out research work for the purpose of achieving the objectives. It refers to the procedure of completing the reporting source of data (primary/secondary), collection of data, and data analysis procedure for completing the research methodology.

RESEARCH METHODOLOGY is a way to systematically solve the research problem. In it, step-by-step methods are followed to solve a particular problem. It may be understood as a science of studying how research is done systematically. It refers to search for knowledge. In fact research is an art of scientific investigation. It includes:

Research Design Sample Design Collection of Data

RESEARCH DESIGN

Research simply means, “Search for knowledge”.

According to Roman and More, Research is “systematized effort to gain

new knowledge”.

Research Design is the way in which the research

is carried out. It works as a blue print.

“A Research Design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.”

TYPES OF RESEARCH DESIGN:

Research design can be classified into following types:-

Descriptive & Diagnosis research design

Exploratory research design

Experimental research design

Analytical research design

Exploratory: In it the problem is formulated for precise investigation and working hypothesis is developed.Descriptive & Diagnosis: In Descriptive Research Design, those studies are taken which are concerned with describing the characteristics of particular individual or a group. Experimental: In it casual relationships between variables are tested. It is also known as Hypothesis Testing Research Design.Analytical: In this, researcher has to use facts or information already available and analyses these to make a critical evaluation of the material.

In this project we have used “Descriptive and Analyitical” research design. In Descriptive research I have found some facts from various inquiries. In Analytical research I have used some facts and information which was already available and analyzed that information.

SAMPLE DESIGN

SAMPLE In research studies, it has become almost impossible to examine the entire population, so we take the sample. This study is also conducted by taking the area based on purposive sampling.

SAMPLE SIZE 50 Respondents

SAMPLE UNIT Individual

SAMPLE TECHNIQUE Convenience sampling

STUDY AREA Sonepat

STATISTICAL TECHNIQUES Pie charts and bar graphs.

INTRODUCTION

AMUL:

Amul (is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amul means invaluable. Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Feder

Amul is based in Anand, Gujarat and has been a successful example of cooperative organization.] Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand.

Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again.

Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

ENTRANCE OF AMUL FACTORY IN GUJARAT :

The Amul Plant at Anand featuring the Milk Silos

AMUL MILK PRODUCTS:

VITA:

The Haryana Dairy Development Co-operative Federation Ltd. registered under Haryana Co-operative Societies Act came into existence on April 1, 1977. Its authorized share capital is Rs.4000 lacks. It was established with the primary aim to  promote economic interests of the milk producers of Haryana particularly those belonging to weaker sections of the village community by procuring and processing milk into milk products and marketing thereof by itself or through its unions. In furtherance of the above objects, the Federation undertakes a number of activities such as establishment of milk plants, marketing of VITA BRAND milk products of the Milk Unions. Its turnover during 2008-09 is Rs.768.00 crores. It also extends technical guidance to the Unions in all spheres of personnel, technical, marketing and financial management as well as makes them quality conscious, through use of modern methods of laboratory testing of various products.

Quality - VITA the Hallmark of QualityAs part of stringent quality measures, milk required for processing VITA products is procured from Dairy Cooperative Societies only. It is ensured that the milk is transported to chilling centers and plants in clean and sterilized milk cans as quickly as possible. All quality measures as per Standard of Bureau of Indian Standards/Agmark are being applied before the products are marketed. Well-equipped laboratories are functioning in the chilling centers and milk plants to maintain ideal quality standards. VITA is the endorsement of quality, a commendation we are proud of.

VITA PRODUCTS:

MANGO DRINK

SWEETENED FLAVOURED DOUBLE

 TONED MILK

   NAMKEEN LASSI 

   MITHI LASSI

TABLE BUTTER GHEE (AGMARK)

  DAHI

Jal Jeera

MILK

PANEER

COW MILK GHEEKHEER

MILK CAKE KAJU PINNI

DATA ANALYSIS AND INTERPRETATION

1) Age of the consumer

Basis No. of respondents

% share

13-18 8 1619-25 9 1826-35 15 30

35-50 8 1650 above 10 20

13-18 19-25 26-35 35-50 50 above0

5

10

15

20

25

30

% share

% share

INTERPRETATION:8 respondents of age group 13-18 ,9 respondents of age group 19-25,15 respondents of age group 26-35,8 respondents of age group 35-50 and 10 respondents of 50 above prefer milk.

2) Gender of the consumer

Basis No. of respondents % shareMale 20 40Female 30 60

% share

malefemale

INTERPRETATION:20 respondents of male and 30 respondents of female prefer milk

3) Income of the consumer?

Basis No. of respondents % share

Nil 3 6

Below 5000 8 16

5000-15000 10 20

15000-25000 15 30

Above 25000 14 28

nil below 5000 5000-15000 15000-25000 above 250000

5

10

15

20

25

30

35

% share

% share

Interpretation : 3 respondents of nil ,8 respondents of below 5000, 10 respondents of 5000-15000,15 respondents of 15000-25000 and 14 respondents of above 25000 prefer milk. 4)Do you consume milk?

Basis No. of respondents % shareYes 45 90No 5 10

% share

yes no

Interpretation:45 respondents consume milk whereas 5 respondents do not consume milk.

5) Are you aware of different brands of milk?

Basis No. of respondents % share

Yes 47 94

No 3 6

yes no0

102030405060708090

100

% share

% share

Interpretation:47 respondents are aware of different brands of milk whereas 3 respondents are not aware about different brands of milk.

6) Which brand consumer prefers the most?

Basis No. of respondents % share

Amul 30 60

Vita 15 30

Any other 5 10

amul vita any other0

5

10

15

20

25

30

% share

% share

Interpretation:

30 respondents prefer amul, 15 respondents prefer vita and 5 respondents prefer any other.

7) Which type of milk do you consume the most?

Basis No. of respondents % share

Full cream milk 25 50

Double tonned 18 36

Simple tonned 5 10

Milk powder 2 4

% share

full cream milkdouble tonnedsimple tonnedmilk powder

Interpretation:25 respondents prefer full cream milk , 18 respondents prefer double tonned , 5 respondents prefer simple tonned and 2 respondents prefer milk powder.

8) In which quantity do you consume milk per day in home?

Basis No. of respondents % share

1-2 ltr 3 6

2-3 ltr 7 14

3-4 ltr 30 60

4 ltr above 10 20

1-2 ltr2-3 ltr

3-4 ltr4 ltr above

0

10

20

30

40

50

60

% share

% share

Interpretation :3 respondents consume 1-2 ltr milk,7 respondents consume 2-3 ltr milk,30 respondents 3-4 ltr and 10 respondents consume above 4 ltr milk.

9) Which company’s flavored milk you prefer most?

Basis No. of respondents % share

Amul 30 60

Nestle 5 10

Vita 15 30

% share

amulnestlevita

Interpretation:30 respondents prefer amul, 5 respondents prefer nestle and 15 respondents prefer vita flavored milk.

10) Why do you prefer to purchase this brand?

Basis No. of respondents % share

Availability 10 20

Quality 25 50

Good offers 3 6

Packaging 2 4

Price 10 20

availability quality good offers packaging price0

5

10

15

20

25

30

35

40

45

50

% share

% share

Interpretation :

10 respondents purchase for availability, 25 respondents purchase for quality, 3 respondents purchase for good offer, 2 respondents purchase for packaging and 10 respondents purchase for price.11) Which marketing strategies impact your purchasing decision?

Basis No. of respondents % share

Advertisement 25 50

Sales promotion 15 30

Special offers 5 10

Discount 5 10

% age

Advertisementsales promotionspecial offersdiscount

Interpretation:

25 respondents are influenced by advertisement, 15 respondents are influenced by sales promotion, 5 respondents are influenced by special offers and 5 respondents are influenced by discount.

12) Where do you like to shop for your product?

Basis No. of respondents % share

From milk booth 15 30

Milkman 5 10

Nearby shops 30 60

from milk booth milkman nearby shops0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% share

% share

Interpretation:

15 respondents prefer to buy from milk booth, 5 respondents from milkman and 30 respondents from nearby shop.

13) Which brand gives you more benefit in terms of satisfaction and wage?

Basis No. of respondents % share

Amul 30 60

Vita 15 30

Any other 5 10

% share

amulvitaany other

Interpretation:

30 respondents gets more benefit from amul, 15 respondents gets more benefit from vita and 5 respondents gets more benefit from any other.

14) Will you continue to buy the same brand in future?

Basis No. of respondents % share

Yes 40 80

No 10 20

yes no0

10

20

30

40

50

60

70

80

% share

% share

Interpretation:40 respondents will continue to buy the same brand whereas 10 respondents will not continue to buy the same brand.

LIMITATIONS OF THE STUDY

The study was conducted at Sonepat region. Sample size was 50 respondents only .

Anticipation was made and possible precautions were taken to minimize error and

flows.

The main limitations of the project undertaken are as under:-

The concerned respondents were having very busy schedule because of which they were reluctant to give appropriate information.It becomes difficult to collect data because of lack of information sources.Consumer buying preferences order value varies from consumer to consumer so it is very difficult to know about their attitude and preference.The respondents were less organized so it becomes difficult to gather information.

SUGGESTIONS OF THE STUDY

After going to survey of customer not much can be suggested but certainly some steps are there which the organization can take care for effective results:

Vita should increase their market and promotional strategies. Availability of products should be consistent. The products should be in large quantity packaging. As competitors are entering in the market, so the company should

grab the customers to maintain their market share.

BIBLIOGRAPHY

1. KOTHARI,C.R., RESEARCH METHODOLOGY

2. www.google.com

3. www.yahoo.com

4. http://toi.amul.com/products.html

5. http://en.wikipedia.org/wiki/Amul

6. www.hddcs.com

ANNEXURE

1) Age of the consumero 13-18o 19-25o 26-35o 35-50o 50 above

2) Gender of the consumer: Male Female

3) Income of the consumero nilo below 5000o 5000-15000o 15000-25000o above 25000

4) Do you consume milk? Yes ( ) No ( )

5) Are you aware of different brands of milk? Yes ( ) No ( )

6) Which brand consumer prefers the best?o Amul o Vitao Any other

7) Which type of milk do you consume the most?o full cream milko double tonned o simple tonnedo milk powder

8) In which quantity do you consume milk per day in home?o 1-2 ltro 2-3 ltro 3-4 ltro 4 ltr-above

9) Which company’s followed milk you prefer most?o Amulo Nestleo Vita

10) Why do you prefer to purchase this brand?o Availabilityo Qualityo Good offerso Packagingo Price

11) Which marketing strategies impact your purchasing decision?o Advertisemento Sales promotiono Special offero Discount

12) Where do you like to purchase your products?o From milk bootho Milkmano Nearby shop

13) Which brand gives you more benefit in terms of satisfaction and usage?o Amulo Vitao Any other

14) Will you continue to buy the same brand in future? Yes ( ) No ( )

15) Any suggestions for improvement of the product ______________________________________________________________________________________________________________________________________________