Research on traditional sweets market

ByAkash RajDeepak RajaShatakshi GuptaYogesh Garg

Management Problem

What is the feasibility of Amul to enter into traditional sweet market in India?

Research Objectives

To understand the present scenario of traditional sweet market in India

What percentage of people are willing to buy “Amul Mithai” if it will be available in the market

• Sample size 75Male 29Female 46• Average age of sample 34.79• Average number of family members 5.40

Our sample

Buying Behavior of Customers

Average purchase of sweets

• For family consumption : 1.48 kg

1kg Segment : 49.33%

• For gifting purpose : 1.46 kg

• Average cost of sweets : Rs. 410 per kg

Like to eat sweets during occasions

Diwali Holi Raksha-bandhan

Birthdays Get to-gether

Anniver-saries

Purchase % 78.67 62.67 89.33 84.00 72.00 73.33

Home made % 69.33 73.33 36.00 37.33 21.33 34.67

5.0015.0025.0035.0045.0055.0065.0075.0085.0095.00

78.67

62.67

89.33 84.0072.00 73.3369.33 73.33

36.00 37.33

21.33

34.67

Which type of sweets you would like to gift?

Diwali Holi Raksha-bandhan

Birthdays Get to-gether

Anniver-saries

Purchase % 94.7 82.7 93.3 77.3 72.0 68.0

Home made % 28.0 30.7 25.3 18.7 24.0 17.3

5.015.025.035.045.055.065.075.085.095.0

94.782.7

93.3

77.372.0 68.0

28.0 30.725.3

18.724.0

17.3

Purchase for Giftting

How often do you eat sweets?

Daily Weekly Fortnightly Monthly Occasionally0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

10.7%

34.7%

10.7%

17.3%21.3%

% of consumption

How often you purchase sweets for own consumption?

Daily Weekly Fortnightly Monthly Occasionally0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

6.7%

34.7%

12.0%

17.3%

26.7%

% of Purchase

Who decides whether to make or buy sweets for own consumption?

Yourself42%

Spouse14%

Father/in law17%

Mother/in law18%

Children 18-30 years9%

M:38.7% F: 61.3%

Buyer in Family

Who decides from where to buy?

Yourself44%

Spouse17%

Father/in law14%

Mother/in law14%

Children <18 years

5%

Children 18-30 years8%

M:38.7% F:61.3%

Decision Maker

Consumption pattern in last 3 years

Increased Decreased Same No Idea0

5

10

15

20

25

30

35

40

45Increased; 39

Decreased; 31

Same; 17

No Idea; 1.2

Consumption

Change in Purchasing (over 3 years)

increased Decreased Same No idea0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.038.7%

30.7%

17.3%

13.3%

Reasons for increase

Reasons for increase in the consumption %age

Increase in family size 21

Easy availability of sweets 21

Increased variety 34

Gifting more 17

Friend Circle has expanded 24

Reasons for Decrease

Reasons for decrease in the consumption %age

More health consciousness 39

Rise in prices 17

Decrease in the quality 48

Better quality of alternatives 38

Easy availability of alternatives 22

Lack of branded traditional sweets 43

Increased level of adulteration 39

Hypothesis statements

0.010.020.030.040.050.060.070.080.090.0

78.7%72.0%

77.3%

62.7%70.7%

61.3%

49.3%

30.7% 33.3%24.0%

30.7% 30.7%

Hypothesis

If a large reputed company

comes with branded traditional sweets, what do you think?

Quality would be

Much better Somewhat better

Same as earlier Somewhat low Very low0

10

20

30

40

50

60

40%

48%

7%3% 3%

Percentages

Packaging would be

Much better Somewhat better

Same as earlier Somewhat low Ver low0

10

20

30

40

50

60

70

80

67%

27%

3% 1% 3%

Percentages

Hygiene would be

Much better Somewhat better

Same as earlier Somewhat low Very low0

10

20

30

40

50

6052%

38%

8%3%

Percentages

Awareness of Amul

• 100% respondents are aware of Amul brand• 95% of them buy Amul products

Purchasing of Amul products Percentages

Daily 37

Weekly 16

Fortnightly 12

Monthly 12

Occasionally 19

Trust on Amul• 89% people of our sample trust Amul brand

out of which 53% trust a lot.• Awarded as 37th-trusted brand in India

2011(Brand Equity) Potential Customers• 81% people – will buy Amul sweets.• Out of which 39% - will definitely buy.