A STUDY TO KNOW THE POPULARITY LEVEL OF AMUL BRAND SWEETS IN PATNA

By

SHIV SHANKAR KUMAR

REG. NO.11PMBM0068

Of

VEL TECH Dr.R.R & Dr.S.RTECHNICAL UNIVERSITY

A PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In Partial Fulfillment of the requirement

For the award of the degree

Of

MASTER OF BUISNESS ADMINISTRATION

IN

(MARKETING)

CHENNAI - 600062

MAY 2013.

CERTIFICATE

BONAFIDE CERTIFICATE

Certified that the project report titled “A STUDY TO KNOW THE POPULARITY

LEVEL OF AMUL BRAND SWEETS IN PATNA” is bona fide work of SHIV SHANKAR

KUMAR REG.NO.11PMBM0068 who carried out the research under my supervision.

Certified further, that to the best of my knowledge the work reported here is does not

form part of any other project report or dissertation on the basis of which a degree or award was

conferred on an earlier occasion on this or any other candidate.

Internal guide Head of the Department

(Mr. C.Siluvai Nesa Pandian) (Dr. S Radhika)

DECLARATION

DECLARATION

I, SHIV SHANKAR KUMAR (M.B.A) student of VEL TECH Dr.R.R & Dr.S.R

TECHNICAL UNIVERSITY, Avadi, Chennai, would like to declare that the project work

entitled “A STUDY TO KNOW THE POPULARITY LEVEL OF AMUL BRAND

SWEETS IN PATNA” in partial fulfillment of Master of Business Administration course under

VEL TECH Dr.R.R & Dr.S.R TECHNICAL UNIVERSITY is original project done

independently by me under the guidance of Mr.K.RAVISHANKAR , MBA, faculty of

Management Studies, VEL TECH Dr.R.R & Dr.S.R TECHNICAL UNIVERSITY, Avadi.

Place: Chennai

Date: (MD ABU AZHAR)

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT

I thank God Almighty for having such excellent facilities and support through VEL

TECH DR RR & DR SR TECHNICAL UNIVERSITY and its Chief Administrator, our

beloved Founder & Chancellor Prof Dr. R.Rangarajan B.E(Mech),M.S(Auto),D.S.c., Vice

Chair person Dr. Sakunthala Rangarajan M.B.B.S., Dr. Mahalakshmi Kishore, B.E,

MBA, PhD, Chairperson and Managing Trustee and Mr.K.V.D.Kishore, B.E, MBA,

Director.

I thank our Vice Chancellor Dr.M.Koteeswaran B.E, BGL, MA, MBA, PGDCA,

PGDL , LA & PhD. Our Registrar Dr.E.Kannan M.Sc, M.Tech, Ph.D. and our Vice

Principal Dr.E.Kamalanaban M.E.,Ph.D as they have always served as an inspiration for me

to perform. I would like to express my faithful thanks to our Head of Department

Dr.S.Radhika, M.Com, M.A.(eco),MBA(exe),.B.Ed, PGDCA, Ph.D and our respected Project

Coordinator Mr.C.Siluvai Nesa Pandian B.com, MBA, M.Phil, PGDHRM. For having

extended all the department facilities without slightest hesitation.

I am greatly privileged to express my deep sense of gratitude to Mr. Rajeev Verma,

Marketing Manager (External guide) and other members of the team for their guidance and

support given to complete this project work.

A special thanks to Mr. K.RAVISHANKAR internal guide for his illumining

observation, encouraging, suggestions, constructive criticism and extremely valuable guidance

and throughout the course of our project work which have helped me in completing this research

project successfully.

I thank my Parents, friends and supporting staffs of MBA Department and

Placement Cell for the help they extended to us for completion of this survey report.

ABSTRACT

ABSTRACT

The main objective of the study is to find out the POPULARITY LEVEL OF AMUL BRAND SWEETS IN PATNA. This was done by finding out the popularity level, awareness level and regular user among the consumer.

The research study conducted was of descriptive nature and the sample size used for this study was 100. Primary data was collected to meet the requirements. For collecting the data, a structured questionnaire method was used as an instrument. The questionnaire was based on multiple choice questions. The respondents were selected by the Area sampling method.

Using simple percentage analysis, chi square test and Run test, the data were analyzed and based on the analysis findings, suggestions and conclusion were made.

The study has shown that most of the consumers were aware. AMUL BRAND SWEETS ARE POPULAR IN PATNA and every one like to buy this brand of sweets.

CONTENTS

CONTENTS

CHAPTER NO.

CHAPTER NAME PAGE NO.

1 INTRODUCTION

1.1 Introduction to the study

1.2 Industrial profile

1.3 Company profile

1.4 Statement of problem

1.5 Needs of the study

1.6 Objective of the study

1.7 Scope of the study

1.8 Limitations of the study

2 Review of literature

3 Research Methodology

4 Data analysis and interpretation

5 Findings

Suggestion

Conclusion

Appendix

Bibliography

LIST OF TABLES

LIST OF TABLES

TABLE NO.

CONTENTS OF TABLE PAGE NO.

4.1.1 RESPONDENTS AGE WISE CLASSIFICATION

4.1.2 RESPONDENT GENDER WISE CLASSIFICATION

4.1.3 RESPONDENT OCCUPATION WISE CLASSIFICATION

4.1.4 FAMILY SIZE OF THE RESPONDENT

4.1.5 WHETHER RESPONDENTS HAVE USES THE BRANDED SWEETS

4.1.6 USES OF DIFFERENT BRANDED SWEETS

4.1.7 DURATION FOR BUYING THE AMUL BRAND SWEETS

4.1.8 RESPONDENT REGARDING PURCHASING (USER) OF AMUL SWEETS

4.1.9 RESPONDENT BUY AMUL BRAND SWEETS FROM

4.1.10 RESPONDENTS OPINION ABOUT AVAILABILITY OF BRANDED SWEETS AT LOCALITY

4.1.11 RESPONDENTS OPINION ABOUT FACTORS FOR SELECTION OF AMUL BRAND SWEETS

4.1.12 RESPONDENTS OPINION REGARDING PRICE

4.1.13 SOURCE OF AWARENESS

4.1.14 RESPONDENTS OPINION ABOUT MOST LIKELY SWEETS OF AMUL BRAND

4.1.15 RESPONDENTS OPINION ABOUT QUANTITY PREFERRED

4.1.16 INFLUNCE FACTORS TO PURCHASES AMUL BRAND SWEETS

4.1.17 RESPONDENTS OPINION REGARDING SERVICES

4.1.18 SATISFIED WITH THE QUALITY OF AMUL BRANDED SWEETS

LIST OF CHARTS

LIST OF CHARTS

CHARTNO.

CONTENTS OF CHART PAGE NO.

4.1.1 RESPONDENTS AGE WISE CLASSIFICATION

4.1.2 RESPONDENT GENDER WISE CLASSIFICATION

4.1.3 RESPONDENT OCCUPATION WISE CLASSIFICATION

4.1.4 FAMILY SIZE OF THE RESPONDENT

4.1.5 WHETHER RESPONDENTS HAVE USES THE BRANDED SWEETS

4.1.6 USES OF DIFFERENT BRANDED SWEETS

4.1.7 DURATION FOR BUYING THE AMUL BRAND SWEETS

4.1.8 RESPONDENT REGARDING PURCHASING (USER) OF AMUL SWEETS

4.1.9 RESPONDENT BUY AMUL BRAND SWEETS FROM

4.1.10 RESPONDENTS OPINION ABOUT AVAILABILITY OF BRANDED SWEETS AT LOCALITY

4.1.11 RESPONDENTS OPINION ABOUT FACTORS FOR SELECTION OF AMUL BRAND SWEETS

4.1.12 RESPONDENTS OPINION REGARDING PRICE

4.1.13 SOURCE OF AWARENESS

4.1.14 RESPONDENTS OPINION ABOUT MOST LIKELY SWEETS OF AMUL BRAND

4.1.15 RESPONDENTS OPINION ABOUT QUANTITY PREFERRED

4.1.16 INFLUNCE FACTORS TO PURCHASES AMUL BRAND SWEETS

4.1.17 RESPONDENTS OPINION REGARDING SERVICES

4.1.18 SATISFIED WITH THE QUALITY OF AMUL BRANDED SWEETS

INTRODUCTION

In the year 1946 the first milk union was established. This union was started with 250

liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was

known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union

selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit

word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had

suggested the brand name “AMUL”. Amul products have been in use in 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. (The total sale is Rs. 6 billion in 2005). Today Amul is a

symbol of many things like of the high-quality products sold at reasonable prices, of the genesis

of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy

of a farmers' organization. And have a proven model for dairy development (Generally known as

“ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay. The main

supplier of the milk was Polson dairy limited, which was a privately owned company and held

monopoly over the supply of milk at Bombay from the Kaira district. This system leads to

exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the

prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-

operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to

Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at

Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society

for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at

which they can sell the milk. The district union was also form to collect the milk from such

village co-operative societies and to sell them. It was also resolved that the Government should

be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of govt., the

farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was

sold to the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and

sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien

showed main interest in establishing union who was supported by Shri Tribhuvandas Patel

who lead the farmers in forming the Co-operative unions at the village level. The Kaira district

milk producers union was thus established in ANAND and was registered formally on 14th

December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was

commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected everyday. But with the growing

awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul

collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes

difficult to preserve milk flora longer period. Besides when the milk was to be collected from the

far places, there was a fear of spoiling of milk. To overcome this problem the union thought out

to develop the chilling unit at various junctions, which would collect the milk and could chill it,

so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centers in

various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under

the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was

planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,

1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul

dairy on November 20, 1955.

COMPANY PROFILE

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:

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

professionals: each group appreciating its rotes and limitations,

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

its fruit for betterment.

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

systems,

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

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.

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. Basically the union and

cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION

LIMITED), a name which suggest THE TASTE OF INDIA.

Plants

First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk

powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul

Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth

plant is at Khatraj, which engaged in producing cheese.

Today,

twelve

dairies are

producing

different

products

under the

brand name

Amul. Today

Amul dairy

is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole

India.

BOARD MEMBERS

(I)

Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman

Shri Dhirubhai Amarsinh Zala Director

Smt. Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

Shri Pravinsinh Fulsinh Solanki Director

Shri Chandubhai Madhubhai Parmar Director

Shri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt. Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Shri B. M. VyasManaging Director

G.C.M.M.F

Shri Deepak Dalal District Registrar

Shri Rahul Kumar Managing Director

MARKETING DEPARTMENT

Distribution Network Consumers expect marketers to deliver products in the locations and forms they require. To meet expectations of such demanding consumers, alignments of our four Distribution Highways of Fresh, Chilled, Frozen and Ambient products were already made by introducing Project DIL. Subsequently, a major initiative was taken to enhance distribution network to smaller towns. About 1200 distributors in small towns across India were added during this initiative. Today about 3000 Distributors ensure availability of our products across India, whether it is in Leh or Lakshadweep, in Kutch or Arunachal. Simultaneously, to augment fresh milk distribution in various markets of India, approximately 1400 exclusive Milk Distributors have been inducted.

AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) as compared to any other company. The chemical components of milk are water, SNF and solids. Milk is very perishable product so it has to be consumed within 24 hours. In order to avoid wastage AMUL converts the milk in to SNF and milk solids by evaporating the water, which comprises up to 60-70% of milk contents. This is possible only if the distribution channel right from the producer to the consumer is well organized. It will be surprising to know that AMUL makes even the ‘Sarpanch’ to eat pizza i.e. it supplies pizzas even to rural market.

Last year, theye divided the retail market into 14 specific segments to achieve further distribution efficiency. This year our focus was on inducting distributors having expertise in servicing such specific market segments. This initiative is yielding results by way of ensuring wider availability of our product range.

The role of distributors in our business process has never been more diverse or more important, as it is today. As a matter of fact, we consider our Distributor to be the real “Marketing Manager” of our organization. To enhance business performance of our Distributors, a workshop on Marketing and Sales Management was designed in collaboration with a premier business school. The objective of the entire initiative was to upgrade the knowledge of our Distributors in terms of contemporary Business Management Practices, so that they can perform well not only as our business partner but also as Marketing Managers. During the year, 659 Distributors have undergone this programme in 39 locations. Cold Storage is an extremely essential component in the Federation’s distribution process. Unfortunately, availability of efficient cold storage facilities is grossly inadequate in our country. To cope up with the increasing need of suitable cold stores closer to our markets, we have continued our endeavour of creating the Federation’s own cold stores this year in various locations across the country. We now own 24 state-of- the art cold rooms of different sizes.

To get an exposure to our cooperative structure, our culture as well as operational systems and processes, every year we invite our distributors, major retailers and other business partners to Anand, for Amul Yatra. So far, about 7000 Distributors and other business partners have participated in this Amul Yatra.

Over recent years, the Federation has successfully introduced new product lines. This year, in order to leverage their distribution network strengths, to optimize market supervision expenditures, to achieve increasing efficiency while keeping the distribution infrastructure lean, focused and productive, the Federation amalgamated its different distribution networks. Today, they operate an efficient distribution infrastructure consisting of 46 sales offices, catering to 3,000 distributors and five lac retailers. Almost every Federation stockist has visited Anand to participate in a unique programme called 'Amul Yatra'. During this programme, stockists are exposed to the Federation Philosophy, the culture of

Cooperation, as well as operational Systems and Processes. The Federation has also invited distributor's salesmen from all over the country to Anand for a training program focused on the Federation's philosophy and developing their selling skills.

How do you spell out the importance of establishing the Best Practices by Amul to have competitive advantage?

Amul has Competitive sustainable advantage (CSA) over its competitors. Amul’s CSA lies in its procurement  part ,the ability to collect 447,000 litres of milk every day from 2.12 million farmers ,convert them into goods worth Rs 6 crore and distribute them to 5,00,000 retailers across country ,is not easy. No other dairy in India has such a sustainable procurement network. Managing the large scale supply chain of Amul which begins from milk producer and ends with supply to customer from retailer is very critical job. It requires lot of dedication and hard work from all members of the corporation and also distributors and retailers across countryIt is not that Amul had a successful campaign, many of its ads backfired. One ad meant to target Marathi segment during Ganpati festival had to be removed under political pressure. In another incident on advertisement in which Amul girl was wearing Gandhi cap had to be again removed. In one another incident Amul had aired an ad portraying Hussain as “Heroine addiction”, for this Amul was taken to court.Most of Amul’s communication is based on latest happenings in the country. That is why its ads are termed different from what is that of its nearest rival, Mother dairy. Most of Mother dairy ads are directly targeted to children where as Amul’s ad are on current affairs, in which adults are also involved.The key to retaining their competitive advantage lies in keeping focused on the basic business principles:

Be Customer-Driven Adapt quickly to the changing environment. Anticipate change and act today to meet tomorrow's challenges.

The Federation has invested substantially over the last few years in improving the quality of its products and services, keeping in mind the emerging challenges of globalization. In recognition of its achievements in Quality Management Initiatives.

Their core business is marketing branded food products to household consumers. Their success has been grounded in two strengths :-

Distribution network, serving more than five lac retail outlets.

Achievements of GCMMF

3.1 million milk producer member families 15,760 village societies15 District Unions 9.4 million liters of milk procured per day

150 million (US$2.8 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of 

53 billion (US$980 million) The Govt. of India has honoured Amul with the "Best of all categories Rajiv Gandhi

National Quality Award". Largest milk handling capacity in Asia Largest cold chain network 48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets Export to 37 countries worth  150 crore (US$28 million) Winner of APEDA award for eleven consecutive year

Superior product quality - 'Value for money'

 

STATEMENT OF THE PROBLEM

  1.4 Statement of the Problem: -

The study has been undertaken in the organization for the purpose to know the popularity

level of sweets.” A study to know the popularity level of amul brand sweets in Patna”.

1.5 OBJECTIVES OF THE STUDY

1.5.1 PRIMARY OBJECTIVES

To know the popularity level of amul branded sweets in Patna.

1.5.2 SECONDARY OBJECTIVES

To find out the consumer demand in the product.

To assess the percentage of regular user of amul brand sweets.

To find out the satisfaction level of consumer regarding branded sweets of amul.

NEEDS

1.6 NEEDS OF THE STUDY

This study aims to find out the satisfaction level of customer with AMUL product line.

To create awareness of the product.

To know the consumer demand in the product and service provided by sweets.

This study will increase the selling activities of AMUL brand sweets in Patna.

SCOPE

1.7 SCOPE OF THE STUDY

To explore the current market scenario.

The study will shows the insights in which we can make AMUL brand popular.

The study helps us to access which mode is best to make AMUL brand popular.

The study will insure the availability of AMUL brand sweets in Patna.

LIMITATIONS

1.8 LIMITATIONS

On many occasions the respondents were not willing to fill the questionnaire.

Sometimes the questionnaire had to be translated in to local language (in simple words)

to facilitate with the understanding ability of the questionnaire.

Many time respondents were not co-operative.

Some time the respondent displayed complete ignorance.

Some of the respondents were unwilling to dialogue information or were ignorant about

it; they took the questionnaire as a job to complete quickly.

Time is the main constraint as it is difficult to meet all the customers with in the short

period.

CHAPTER – 2

REVIEW OF LITERATURE

2. REVIEW OF LITERATURE

Amul is one of the most successful Indian business firm. It provides various sweets products in which its main brand product Amul Butter is also present. Amul begins with just little group of sweets producing villagers and now become largest sweets producing cooperative society in India. It had started with two village cooperatives with 250 kg sweets producing capacity and now it collects daily a 6.5 million (average) of sweets from a very large no of Indian villages. Patna sweets Marketing Federation is a cooperative society. It done a very good job in sweets marketing, making way for poor villagers earnings. It not only provides effective returns to the farmers but also take cares of customers interests. It serves for customer on the basis of Indian ethics. They provide sweets of better nutrients, better quality products regularly and help in meeting the country’s need of daily sweets requirements. This literature review will focus on exploring marketing strategies employed when selling food. I will be looking at what influence these marketing strategies have on consumers decision making process and the effectiveness of these strategies. It is clear that consumers don't all buy the same things and I am interested to find out what causes this difference in product selection. There are many things that can influence these decisions, from the placement of products or the aesthetics of the product. Food companies may also take location or population into account when choosing what product to sell and where to sell it. Demographical marketing strategies use population statistics as a way of finding out what products will sell best. Lars Perner[1] uses age demographic as an example. “a firm interested in entering the market for sports drinks in a given country, or worldwide, might investigate the number of people between the ages of fifteen and thirty-five, who would constitute a particularly significant market.” In some countries such as Germany, it has been noted that the birth rate is dropping significantly, in this sort of market, a company may steer away from creating a baby food product in favour of a product geared towards older people, this is due to the old age market being larger than the young age market. Perner also discusses 'upward pull' marketing. This takes advantage of social class in order to increase ones desire for a product. By Portraying a product as something the upper class society would consume, it can take advantage of the consumers desire to advance their social class. Companies such as Haagen-Daas, who display their product as a luxury sweets, and several wine brands make use of this strategy.

CHAPTER - 3

RESEARCH METHODOLOGY

3. RESEARCH METHODOLOGY

3.1 DEFINATION

Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically.

Marketing research: -

Is a systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

Methodology: -

A general study was made to understand the operational and functional aspects of the different departments and the required information was assembled.

The main purpose behind framing the methodology is to describe the research procedure which includes research design, data collection method, research instrument and sampling plan.

3.2 RESEARCH DESIGN

According to Green & Toll “a research design is the specification of methods and procedures for acquiring the needed data to solve the problem.

A research design is a logical and systematic planning and it helps directing a piece of research.

3.2.1 TYPES OF RESEARCH DESIGN

Here the descriptive research is used for the study.

DEFINATION: -

It involves surveys and fact finding enquiries of different kinds. The major purpose of descriptive research is the description of the state of affairs, as it exists at present. The main characteristics of this method as that the researcher has no control over the variables, he can only report what was happened or what is happening.

3.3 METHOD OF DATA COLLECTION

3.3.1 PRIMARY DATA: -

Primary data is collected through questionnaire, customer survey method. Personal interview method was used to collect data from customers.

3.3.2 SECONDARY DATA:-

Has been collected from website of AMUL, internal file, documents, magazine and on the basis of discussion I had.

3.3 TOOLS FOR THE STUDY

1. PERCENTAGE ANALYSIS2. CHI-SQUARE TEST3. RUN TEST

3.4 SAMPLE SIZE

Sample size for this study is 100.

3.5 SAMPLING METHOD

Simple random sampling

CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

4. DATA ANALYSIS

Data analysis is a practice in which raw data (source data) is ordered and organized so that useful information can be extracted from it.

The process of organizing and thinking about data is key to understanding what the data does and does not contain.

The data after collection has to processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all relevant data for many contemplated comparisons and analysis. Technical processing implies editing, coding, classification and tabulation of collected data so that they are amenable to analysis.

4.1 PERCENTAGE ANALYSIS

In mathematics, a percentage is a way of expressing a number as a fraction of 100 (per cent meaning "per hundred" in Latin). It is often denoted using the percent sign, "%", or the abbreviation "pct".

Percentages are used to express how large/small one quantity is, relative to another quantity. The first quantity usually represents a part of, or a change in, the second quantity, which should be greater than zero

Although percentages are usually used to express numbers between zero and one, any dimensionless proportionality can be expressed as a percentage.

It refers to special kinds of ratio. This is used for making comparison between two or more series of the data. It is denoted by %. % = (no. of respondents / total respondents) / 100.

TABLE – 4.1.1

RESPONDENT AGE WISE CLASSIFICATION

AGE RESPONDENT PERCENTAGEUp to 30 28 2831 - 40 20 2041 - 50 16 16Above 50 36 36Total 100 100

CHART – 4.1.1

RESPONDENT AGE WISE CLASSIFICATION

up to 30 31 - 40 41 - 50 above 500

5

10

15

20

25

30

35

40

respondent

respondent

INFERENCE:

From the above table it is inferred that 36% of the respondents belong to age group of above 50 years, 28% belongs to age group of up to 30 years, 20% of the respondent belongs to age group of 31 – 40 years, and 16% belongs to age group of 41 – 50 years.

TABLE – 4.1.2

RESPONDENTS GENDER WISE CLASSIFICATION

GENDER RESPONDENTS PERCENTAGEMale 88 88Female 12 12Total 100 100

CHART – 4.1.2

RESPONDENTS GENDER WISE CLASSIFICATION

male female0

10

20

30

40

50

60

70

80

90

100

male; 88

female; 12

respondents

INFERENCE: -

From the above table total it is clear that 88% respondents are male and 12% are female.

TABLE – 4.1.3

RESPONDENTS OCCUPATION WISE CLASSIFICATION

OCCUPATION RESPONDENTS PERCENTAGEGovt. sector 67 67Self employed 18 18Students 9 9Others 6 6Total 100 100

CHART – 4.1.3

RESPONDENTS OCCUPATION WISE CLASSIFICATION

govt. sector self employed students others0

10

20

30

40

50

60

70

80

respondents

respondents

INFERENCE: -

The above table shows that 67% respondents are govt. employee, 18% self employed, 9% students and 6% are others.

TABLE:- 4.1.4

FAMILY SIZE OF THE RESPONDENT

FAMILY SIZE RESPONDENT PERCENTAGEBelow 3 members 8 83 – 5 members 46 466 – 8 members 30 30Above 8 members 16 16Total 100 100

CHART – 4.1.4

FAMILY SIZE OF THE RESPONDENT

below 3 members 3 - 5 members 6 - 8 members above 8 members0

5

10

15

20

25

30

35

40

45

50

Respondents

Respondents

INFERENCE:-

From the above table it is clear that 46% of respondents belong to 3 – 5 members of family, 30% belongs to 6-8 members, 16% above 8 members and 8% belongs to below 3 members

TABLE – 4.1.5

WHETHER RESPONDENTS HAVE USES THE BRANDED SWEETS

VARIABLES RESPONDENTS PERCENTAGEYes 81 81No 19 19Total 100 100

CHART – 4.1.5

WHETHER RESPONDENTS HAVE USES THE BRANDED SWEETS

yes no0

10

20

30

40

50

60

70

80

9081

19

respondents

respondents

INFERENCE: -

It is found that the 81% of respondents use branded sweets and 19% of them not used.

TABLE – 4.1.6

USER OF DIFFERENT BRANDED SWEETS

NAME OF BRANDED SWEETS

RESPONDENTS PERCENTAGE

Amul 93 93Sudha 7 7Raj - -Others - -Total 100 100

CHART – 4.1.6

USER OF DIFFERENT BRANDED SWEETS

INFERENCE:-

From the above table total it is clear that 93% of respondents using amul brand sweets and 7 % using Amul brand of sweets.

TABLE – 4.1.7

News paper Hoarding TV Retailer0

5

10

15

20

25

30

35

40

45

RESPONDENTS

DURATION FOR BUYING THE AMUL BRAND SWEETS

DURATION RESPONDENT PERCENTAGE1 Month 2 23 Months 3 36 Months 4 41 Year 40 40Above 1 Years 51 51Total 100 100

CHART – 4.1.7

DURATION FOR BUYING THE AMUL BRAND SWEETS

1 month 3 months 6 months 1 year above 1 years0

10

20

30

40

50

60

Respondent

Respondent

INFERENCE:-

The above table shows that 51% of respondents using amul brand sweets from above 1 years,40% of them using from 1 year, 4% from 6 months,3% from 3 months and 1% of them using from 1 month.

TABLE – 4.1.8

RESPONDENT REGARDING PURCHASING (USER) OF AMUL SWEETS

VARIABLES RESPONDENTS PERCENTAGEWeekly 30 30Daily 11 11Monthly 18 18Occasionally 41 41Total 100 100

CHART – 4.1.8

RESPONDENT REGARDING PURCHASING (USER) OF AMUL SWEETS

weekly daily monthly occasionally0

5

10

15

20

25

30

35

40

45

respondents

respondents

INFERENCE: -

From the above table 41% of respondent using amul brand sweets occasionally, 30% of them using sweets weekly, 18% using monthly and 11% of them using on daily basis.

TABLE – 4.1.9

RESPONDENT BUY AMUL BRAND SWEETS FROM

SOURCE RESPONDENT PERCENTAGESweet parlour 48 48Vendor 12 12Provisional Store 30 30Delivery Boy 4 4Others 6 6Total 100 100

CHART – 4.1.9

RESPONDENT BUY AMUL BRAND SWEETS FROM

INFERENCE:-

It is found that from the table 48% of respondent buy amul brand sweets from sweet parlous, 30% buy from provisional store, 12% from vendor, 6% from others and 4% of respondent buy from delivery boy.

TABLE – 4.1.10

Sweet parlour Vendor Provisional Store Delivery Boy Others0

10

20

30

40

50

60

RESPONDENT

RESPONDENT OPINION ABOUT AVAILABILITY OF BRANDED SWEETS AT LOCALITY

BRAND NAME RESPONDENTS PERCENTAGEAmul 60 60Sudha 33 33Raj 2 2Others 5 5Total 100 100

CHART – 4.1.10

RESPONDENT OPINION ABOUT AVAILABILITY OF BRANDED SWEETS AT LOCALITY

INFERENCE:

From the above table it is clear that 60% of respondents say that amul brand sweets is easily availability at locality, 5% says local brand (others), 33% says Sudha and 2% says Raj brand of sweets.

TABLE – 4.1.11

RESPONDENT OPINION ABOUT FACTORS FOR SELECTION OF AMUL BRAND SWEETS

A m u l S u d h a R a j O t h e r s

60

33

2

5

RESPONDENTS

FACTORS RESPONDENTS PERCENTAGEQuality 47 47Availability 11 11Price 6 6Taste 15 15Brand Name 21 21Total 100 100

CHART – 4.1.11

RESPONDENT OPINION ABOUT FACTORS FOR SELECTION OF AMUL BRAND SWEETS

INFERENCE:

From the above table total of respondent 47 % of the respondent select amul brand sweets on the basis of quality, 21 % of them on the basis of brand name,15 % of them on taste basis, 11 % of them on availability and 6 % of them on price basis.

TABLE – 4.1.12

RESPONDENT OPINION REGARDING PRICE

Quality Availability Price Taste Brand Name0

5

10

15

20

25

30

35

40

45

50 47

11

6

15

21

RESPONDENTS

VARIABLES RESPONDENTS PERCENTAGEReasonable 88 88Over priced 12 12Total 100 100

CHART – 4.1.12

RESPONDENT OPINION REGARDING PRICE

reasonable overpriced0

10

20

30

40

50

60

70

80

90

100reasonable; 88

overpriced; 12

reapondents

INFERENCE: -

From the above table 88 percent (%) of the respondents say that price of amul brand sweets are reasonable and 12 % of them says overpriced.

TABLE – 4.1.13

SOURCES OF AWARENESS

SOURCES RESPONDENTS PERCENTAGENews paper 42 42

Hoarding 20 20TV 7 7Retailer 24 24friend 7 7Total 100 100

CHART – 4.1.13

SOURCES OF AWARENESS

INFERENCE:

From the above table 42% of the respondents know about the amul brand sweets through news paper, 24 % respondent know through retailer, 20% of the respondents know through holding, 7 % know from TV, and 7 % of respondent know through Friend.

TABLE – 4.1.14

RESPONDENT OPINION ABOUT MOST LIKELY SWEETS OF AMUL

News paper Hoarding TV Retailer friend0

5

10

15

20

25

30

35

40

45 42

20

7

24

7

RESPONDENTS

SWEETS NAME RESPONDENTS PERCENTAGEPeda 47 47Gulab jamun 16 16Rasogulla 12 12Peda & Gulab jamun 11 11Balushahi 8 8All 6 6Total 100 100

CHART – 4.1.14

RESPONDENT OPINION ABOUT MOST LIKELY SWEETS OF AMUL

peda gulab jamun rasogulla peda &gulab jamun

balushahi all0

5

10

15

20

25

30

35

40

45

50

respondents

respondents

INFERENCE:

From above table it is clear that 47 % of the respondent like Peda, 16 % like Gulab jamun, 12 % respondent like Rasogulla, 11 % respondent like Peda & Gulabjamun both, 8 % respondent like Balushahi, and 6 % of respondent like all amul brand sweets

TABLE – 4.1.15

RESPONDENT OPINION ABOUT QUANTITY PREFERED

QUANTITY RESPONDENT PERCENTAGE250 gm 50 50500 gm 25 251 kg 7 7Family pack 18 18Total 100 100

CHART – 4.1.15

RESPONDENT OPINION ABOUT QUANTITY PREFERED

250 gm 500 gm 1 kg family pack0

10

20

30

40

50

60

respondent

respondent

INFERENCE:

From above table it is clear that 50 % of respondent are using 250 gm pack of sweets, 25 % respondent use 500 gm pack of amul sweets, 18 % of respondent uses family pack of amul brand sweets and 7 % of respondent have use 1 kg pack of sweets.

TABLE – 4.1.16

INFLUENCE FACTOR TO PURCHASES AMUL BRAND SWEETS

INFLUENCE FACTORS RESPONDENT PERCENTAGEQuality 37 37Easy availability 40 40Promotional activities 4 4Price 8 8Packaging 11 11total 100 100

CHART – 4.1.16

INFLUENCE FACTOR TO PURCHASES AMUL BRAND SWEETS

quality

easy

avail

abilit

y

promotional

activiti

espric

e

packag

ing05

1015202530354045

respondent

respondent

INFERENCE:

From the above table it is clear that 40 %, respondent influence by easy availability, 37% respondent influence by quality, 11 % influence by packaging, 8 % respondent influence by price and 4 % respondent are influenced by promotional activities for purchasing amul brand sweets.

TABLE – 4.1.17

RESPONDENT OPINION REGARDING SERVICE

GOOD FAIR POOR TOTAL70 17 13 100

CHART – 4.1.17

RESPONDENT OPINION REGARDING SERVICE

good fair poor0

10

20

30

40

50

60

70

80

good; 70

fair; 17 poor; 13

respondent

INFERENCE:-

The above table shows that 70 % of the respondents said that service of amul brand sweets is good, 17 % of the respondent said fair, 13 % of the respondent said poor about service of amul brand sweets

TABLE – 4.1.18

FACING PROBLEM REGARDING AMUL BRAND SWEETS

VARIABLES RESPONDENT PERCENTAGEYes 89 89No 11 11Total 100 100

CHART – 4.1.18

FACING PROBLEM REGARDING AMUL BRAND SWEETS

yes no0

10

20

30

40

50

60

70

80

90

100yes; 89

no; 11

respondent

INFERENCE: -

It is clear from the table that 89% of the respondents are not facing problem of amul brand sweets and 11 % of the respondents are facing problems regarding amul brand sweets.

CHART-4.1.19

SATISFACTION OF AMUL BRAND SWEETS REGARDING QUALITY

VARIABLES RESPONDENT PERCENTAGE

Satisfied 37 37

Highly satisfied 40 40

Neither satisfied nor dissatisfied 11 11

Dissatisfied 8 8

Highly dissatisfied 4 4

Total 100 100

SATISFACTION OF AMUL BRAND SWEETS REGARDING QUALITY

INFERENCE

It is the clear from the table 40% respondent highly satisfied regarding quality of Amul brand sweets,37% are satisfied,11% Neither satisfied nor dissatisfied,8% dissatisfied,& 4% highly dissatisfied

4.2 STATISTICAL ANALYSIS

Satisfied Highly satisfied Neither satisfied nor dissatisfied

Dissatisfied Highly dissatisfied0

5

10

15

20

25

30

35

40

45

RESPONDENT

The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exists among data groups. Thus in this processes of analysis, relationships a difference supporting or conflicting with original or new hypothesis should be subjected to statistical tests of significance to determine with what validity data can be said to indicate any conclusion.

Collection, examination, summarization, manipulation and interpretation of quantitative data to discover its underlying causes, pattern, relationships and trends.

4.3 STATISTICAL ANALYSIS TOOLS

CHI – SQUARE TEST RUN TEST

INTRODUCTION

STATISTICAL HYPOTHESIS:-

Statistical hypothesis is some assumption or statement, which may or may not be true, about a population or about the probability distribution characterizing the given population, which we want to test on the basis of the evidence from a random sample

HYPOTHESIS:-

A hypothesis is a statement about the population parameter. In other words, a hypothesis is a conclusion which is tentatively drawn on logical basis.

NULL HYPOTHESIS:-

The statistical hypothesis that is set up for testing a hypothesis is known as null hypothesis. The null hypothesis is set up in testing a statistical hypothesis only to decide whether to accept or reject the Null Hypothesis. It asserts that there is no difference between the sample statistic and population parameter. Null Hypothesis is usually denoted by Ho.

ALTERNATIVE HYPOTHESIS:-

The negation of Null Hypothesis is called Alternative Hypothesis. In other words, any hypothesis which is not a null hypothesis is called Alternative Hypothesis. It is denoted by H1.

4.3.1CHI – SQUARE TEST

The most popular and widely used non – parametric test of significance is the chi – square test (Ψ²).

The chi-square (Ψ²) test is used to determine whether there is a significant difference between the expected frequencies and the observed frequencies in one or more categories.

The steps in using the chi-square test may be summarized as follows:

I. Write the observed frequencies in column O

2. Figure the expected frequencies and write them in column E.

3. Use the formula to find the chi-square value:

4. Find the df. (N-1)

5. Find the table value (consult the Chi Square Table.)

6. If your chi-square value is equal to or greater than the table value, reject the null hypothesis: differences in your data are not due to chance alone.

Chi – square test was first used in testing statistical hypothesis by Karl Pearson in the year 1990.

It is defined as

Ψ²=∑ (O−E) ²/E

Where, O= observed frequency

E= expected frequency

Expected frequency formula,

E = (row total) (column total)/ Grand total

Degree of freedom (r-1) (c-1)

Where, r = number of rows

c = number of columns

Note: - If the chi square value is greater than table value then accepted the hypothesis.

If the chi square value is less than table value then rejected the null hypothesis .

AIM: - To test the opinion of respondents that amul sweets is affordable.

STRONGLY AGREE

AGREE NEUTRAL DISAGREE

40 47 6 7

Null hypothesis:-z

Amul sweets are not affordable.

Alternative hypothesis

Amul sweets are affordable.

Level of significance is 0.05

Test statistics:-

Here n = 40 + 47 + 6 + 7 = 100

Expected frequency (E) = 100 / 4 = 25

Observed frequency (O )

Expected frequency ( E )

( O- E) ( O- E)² ( O- E)²/ E

40 25 15 225 947 25 22 484 19.366 25 -19 361 14.447 25 -18 324 12.96

55.76

Ψ²= Σ(O‐E)²/E = 55.76

Table value = (c- 1) = 4-1=3

Critical value = the table value of Ψ² at level of significance α= 0.05 for (4-1) =3

Calculated value = 55.76

Table value =7.815

Conclusion: - Since the calculated value of Ψ²=55.76 is greater than table value of Ψ²=7.815

Result: - So we Rejected Null Hypothesis and Accepted Alternative Hypothesis.

Thus, we can say that Amul Brand Sweets is Affordable.

AIM: - To test the opinion of respondents towards quantity and packaging of amul sweets

PACKAGING / QUANTITY

HIGHLY SATISFIED

SATISFIED

AVERAGE

DISSATISFIED

HIGHLY DISSATISFIED

TOTAL

YES 13 43 21 6 3 86

NO 0 2 3 4 5 14

TOTAL 13 45 24 10 8 100

Solution:-

Null hypothesis (Ho):-

There is no significance difference between the opinion of respondent towards quantity and packaging.

Alternative hypothesis (H1):-

There is significant difference between quantity and packaging.

Level of significance: - 0.05

OBSERVED FREQUENCY (O)

EXPECTED FREQUENCY (E)

(O – E) (O – E)² (O – E)²/E

13 11.18 1.82 3.31 0.2943 38.25 4.75 22.56 0.5821 20.64 0.36 0.12 5.816 8.60 -2.6 6.76 0.783 6.88 -3.88 15.05 2.180 1.82 -1.82 3.312 1.812 6.3 -4.3 18.49 2.933 3.36 -0.36 0.129 0.034 1.40 2.6 6.76 4.825 1.12 3.88 15.05 13.43

32.66

E = row total * column total / grand total

Ψ² = Σ(O−E)² ⁄ E =32.66

From 4 degree of freedom at 5% level of significance from table

α²=(r – 1) (c - 1) ,(2 – 1) (5 – 1 ) , 1 * 4 = 4

Table value is 9.488

Calculated value is 32.66

Conclusion: -

The table value (9.488) is less than calculated value (32.66).

So, we Accept Alternative Hypothesis and Reject Null Hypothesis

Inference:-

Thus we can say that there is significant difference between the opinion of respondents towards quantity and packaging.

4.3.2 RUN TEST

It is a non parametric method to determine the randomness with which the samples items have been selected. The run test, based on the order in which the sample observations are obtained, is a useful technique for testing the null hypothesis Ho that the observations have indeed been drawn at random.

RUN: - A run is a subsequence of one or more identical symbols representing a common property data.

YY NNNN YYY N Y NN NNNN YYYY NN N Y.

Test statistics:-

Z = v-µv/∑v

Where, V = no. of runs.

µv=2n₁n₂/N1+N2 +1

Where, n₁ = no. of first response

n₂ = no. of second response

σv²=(2n₁n₂(2n1n2‐n1‐n2)/(n₁+n₂)²(n₁+n ‐₂ 1)

Where n₁ is no. of first response

n₂ is no. of second response

Formula to Solve Run Test Statistics:

Randomness of a distribution is found  by taking the data in the given form or order and marking with + the data greater   than the median and with – the data less than the median

Numbers which equaling the median get omitted. 

It checks whether a function fits well to a data set values, by marking the data exceeding the function value with + and the other data with −.It mainly depends on signs.

If the number of runs falls outside the interval of μ±1.96σ, then it is reasonable to reject the hypothesis and that the curve is a good description of the data.

AIM: - To determine the randomness with which the samples items have been selected customers whether satisfied or not.

Frequency:

YYYYY/N/YYYYY/N/YYYYYYYYYYYY/NN/YYYYYYYYYYYY/N/YYYYYY/N/YYYYYYYY/NN/YYYYYYYYYYY/N/YYYYYYYYYY/N/YYYYYYY/N/YYYYYYYY/NN/YYY

Solution:-

Null Hypothesis: -

The customers are satisfied with the service provided by amul branded sweets (Ho).

Alternative Hypothesis: -

The customers are not satisfied with the service provided by amul branded sweets (H1).

Test statistics:

Z = V‐µv/σν

Where V = no. of runs.

µν= 2n₁n₂/n₁+n₂⁺1

Where, n₁(Y) =87, n₂ (N) = 13, V =24

n₁ is the no. of first response

n₂ is the no. of second response

µν = 2*87*13/87+13 ⁺1 = 22.63

σν² = 2n₁n₂ (2n₁n ‐₂ n ‐₁ n₂)/ (n₁+n₂)²(n₁+n ‐₂ 1)

= 2*87*13(2*87*13-87-13)/(87+13)²(87+13-1)

= 2.2225

Z = 24 - 22.63/2.2225 = 0.616

Level of significance, α = 0.05

Table value of Z at 5% level of significance is 1.96

CONCLUSION:-

Since the calculated value of Z is less than the table value (Z) as 0.616 < 1.96.

So, We Accept Null Hypothesis and Reject Alternative Hypothesis.

INFEREANCE:-

Thus, we can say that customers are satisfied with Amul brand sweets.

CHAPTER - 5

5.1.1 FINDINGS

Most of the respondent were above the age of 50, 28% belongs to age group of up to 30 years, 20% of the respondent belongs to age group of 31 – 40 years, and 16% belongs to age group of 41 – 50 years.

Most of the 88% respondents are male ,rest of 12% are female its respondent to gender wise.

Based on the occupation wise most of the respondent were govt. employee 67%, 18% self employed, 9% students and 6% are others.

Based on the family size most of the respondent belongs to 3-5 members of family( 67%), 30% belongs to 6-8 members, 16% above 8 members and 8% belongs to below 3 members.

Most of the 81% respondent using branded sweets and 19% of them not used. Most of the 93% respondent using amul brand sweets and 7 % using sudha brand of

sweets. Most of the 51% of respondents using amul brand sweets from above 1 years,40% of

them using from 1 year, 4% from 6 months,3% from 3 months and 1% of them using from 1 month.

Most of the 41% of respondent using amul brand sweets occasionally, 30% of them using sweets weekly, 18% using monthly and 11% of them using on daily basis.

Mostly the 48% buyers buy amul brand sweets from sweet parlour, 30% buy from provisional store, 12% from vendor, 6% from others and 4% of respondent buy from delivery boy.

Majority 60% of respondents say that amul brand sweet is easily available in locality, 33% says sudha is easily available and others 5%.

Majority 47% of respondents like amul brand sweets because of quality, 21% says on the basis of all , 15% says on the basis of taste, 6% says select on the basis of price.

Majority 88% of respondents the price of amul sweet are reasonable, 12% says the price of the sweet is reasonable.

Mostly 42% of respondents know about amul sweets through news paper, 24% of respondents came to know through retailer, 20% of respondents know through hoarding, 7% came to know about T.V.

Mostly 47% of respondents like peda, 16% of respondents like gulab jamun, 12% of respondents like rasgogulla, 11% of respondents like both peda and gulabjamun.

5.2 SUGGESTIONS

On careful observation of Amul sweets during the training period I have the following suggestions for Amul sweets ,patna which on proper implementation may provide a big boost to it.

All information regarding Amul sweets and its other product should be available on internet.

Increase in advertisement and publicity. Motivation programme for booth and parlour owners. Marketing department should be well furnished and attractive. Glow sign boards should be provided to booth and parlour owners. Should be launched like liquid milk,lassi,curd,in Patna. Good coordination between marketing department and booth,parlour owners. New techonology should be adopted from national and international company experts in

the field.

5.3 CONCLUSION

Amul sweets must come up with new promotional activities such that people become aware about Ice-Cream

Quality is the dominating aspect which influences consumer to purchase AMUL sweets but prompt avability of other brand and aggressive promotional activities by other influences the consumer towards them and also leads to increase sales.

In comparision toAmul products, the other players such as Sudha,and Raj provide a better avaibility and give competition to the hilt.

People are mostly satisfied with the overall quality of amul sweets, but for the existence in the local market its must use aggressive selling techniques.

A STUDY TO KNOW THE POPULARITY LEVEL OF AMUL BRANDED SWEETS IN PATNA

QUESTIONNAIRE

NAME: - ………………………………………………………… AGE: - ……. GENDER:-…………..

ADDRESS: - …………………………………………………….. CONTACT NO. :- …………………..

1. Occupation of consumer served.

Self employed ……… Public sector ………. Student ……… Others ………

2. Have you ever used branded sweets?Yes …….. No …………

3. If yes then which brand of sweets do you use?Amul ………… Amul ………. Raj ……… Others………

4. How often do you purchase sweets?Daily ……… Monthly……. Weekly …….. Occasionally ……….

5. Which brand of sweets is more easily available at your locality?Amul ………… Amul ………. Raj ……… Others ……….

6. On what basis do you select amul brand sweets?Quality …… Availability ……. Price ….… Taste ……. Brand name ………

7. Amul branded sweets is affordable?Strongly agree ………….. Agree …………… Neither agree nor disagree ……………… Disagree …………………… Strongly disagree………………..

8. What do you think regarding price of amul sweets comparison to others?Reasonable …………… Over priced ……………

9. How you come to know about newly launched product of amul brand sweets?Newspaper ………… Holding.…….. TV advertising ……….. Retailer ………….

10. Which product of amul brand sweets do you like most? ………………………………….

11. How much quantity of amul brand sweets often you use?

250gm ………. 500 gm ………….. 1kg ……….. Family pack ………….

12. What do you expect something more from amul products in term of?Quality ………. Variety ……….. Service ………… Price ………… Packaging………..

13. How would you describe the service?Good …………. Fair ………… Poor ……….. Very poor ………..

14. Which factor influence you to purchases amul brand sweets?Promotional activities ……… Easy availability ………. Quality ………. Price …………… Packaging ……………….

15. Have you faced any problem regarding this brand?Yes ……….. No ………….

16. Are you satisfied with the quality of amul brand sweets?Satisfied ………. Highly satisfied ……… Neither satisfied nor dissatisfied …………. Dissatisfied ……………….. Highly dissatisfied ………………..

17. Would you like to give any suggestion ………………………………………

Date:-Place: - Signature

BIBLOGRAPHY

BIBLIOGRAPHY

BOOKS NAME AUTHOR PUBLISHER YEAR OF PUBLICATION AND EDITION

Marketing Management

Philip Kotler Prentice hall of India publication

The millennium edition, 11th edition 1994

Research Methodology

C.R.Kothari Wishwa prakasam 2nd edition

Statistics for Management

P.N.Arora & S.Arora

S.Chand & Company Ltd.

Fourth revised edition 2009

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MAGAZINE:-Published by comfed