A

PROJECT REPORT

ON

“MARKET SURVEY TO UNDERSTAND CUSTOMER PERCEPTION

ABOUT AMUL PANEER”

SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE

AWARD OF

MASTER IN MARKETING MANAGEMENT

BY,

ABHISHEK KUMAR SINGH

MMM – 2010-2012

MATRIX BUSINESS SCHOOL

PUNE – 411041

MATRIX BUSINESS SCHOOL

CERTIFICATE

This is to certify that Mr. Abhishek Singh bearing Master in Marketing Management from Matrix

Business School has successfully completed project on the topic “Customer perceptions towards

Amul paneer “under the Guidance of Prof. Meenal Pendse

Internal Guidance DIRECTOR

MRS. Meenal Pendse Dr. J.N. Pol

………………. ……………….

Date:

Place: Pune

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Gujarat Cooperative

Milk Marketing Federation Ltd. Anand (AMUL) on the topic “MARKET SURVEY TO

UNDERSTAND PERCEPTION ABOUT AMUL PANNER”. It has been an enriching

experience for me to undergo my summer training at AMUL, which would not have possible

without the goodwill and support of the people around. As a student of MATRIX BUSINESS

SCHOOL, PUNE I would like to express my sincere thanks to all those who helped me

during my practical training program. Words are insufficient to express my gratitude toward

RICHIE AGARWAL, the branch manager AMUL, PUNE.

My sincere and deepest thanks to our Director Dr. J.N Pol , Project guide Prof. MEENAL

PENDSE and other faculty member of MATRIX BUSINESS SCHOOL, PUNE for having

spared his valuable time with me and for all the guidance given in executing the project as

per requirements.

However, I accept the sole responsibility for any possible error of omission and would be

extremely grateful to the readers of this project report if they bring such mistakes to my

notice.

ABHISHEK SINGH

CONTENTS AT A GLANCE

SI.

NO.

PARTICULARS PAGE

NO.01 ABSTRACT 1

02 INTRODUCTION 3

03 OBJECTIVE & SCOPE 20

04 RESEARCH METHODOLOGY 22

05 DATA ANALYSIS 26

06 FINDINGS & LIMITATIONS 48

07 SUGGESTIONS 50

08 BIBLIOGRAPHY 52

09 ANNEXURE 54

LIST OF TABLE

TABLE

NUMBER

TABLE

CONTENT

PAGE

NUMBER

1. Top 10 FMCG companies 5

2. Amul Paneer Content 16

3. Comparative study of

different paneer brands

31

FIGURE

NUMBER

CONTENT OF FIGURE PAGE

NUMBER

1 Foundation of Amul Dairy 8

2 Amul India products 10-15

3 Amul Paneer 16

4 Amul girl 17

5 BCG performance matrix 19

6 Comparative ranking of different paneer brand 27

7 Purchase of Amul paneer 28

8 Other preferred paneer brand 29

9 Media ranking for Amul paneer advertisement 30

10 Attributes ranking of Gowardhan paneer 32

11 Attributes ranking of Amul paneer 33

12 Attributes ranking of Reliance pure paneer 34

13 Attributes ranking of Modern paneer 35

14 Attributes ranking of Loose packing paneer 36

15 Preferred place ranking for purchase of paneer 37

16 Quantity consumed per month of paneer 38

17 Paneer form preferred by customer 39

18 Amul Paneer Shelf life effect on customer preference 40

19 Paneer manufacturing date effect on preference 41

20 Amul Paneer Quality Satisfaction level check 42

21 Amul paneer brand image effect on customer mind 43

22 Amul Paneer Packaging effect on customer mind 44

23 Amul Paneer Durability effect on customer mind 45

24 Amul Paneer more fat & protein effect on customer mind 46

LIST OF FIGURES

ABSTRACT

1. ABSTRACT-

A study investigated among the customer regarding their behaviour

towards the Amul Paneer brand and other Paneer brands. Perception of customer for

Paneer is understood through this project. Things that matter mainly at the time of

purchasing of paneer is studied in this project. In this project 100 Questionnaires were

distributed to different customer in kothrud, karve nagar and in bavdhan area of pune

city. The result indicated that customer mainly like to purchase loose panner or any

other brand due to less availability of amul panner and lack of awareness for brand.

In this we studied that how the different factor like price, availability, shelf life of

paneer affect the purchasing behaviour of the customer. In that we found that due to

less availability the market share of amul paneer is lesser than his competitor. The

shelf life of amul which is six month is not having any effect on the demand of

product; customer doesn’t give consideration to that point at time of purchasing

We also find out the effect of different media on purchasing of paneer and amount

generally consumed customer per month. That shows customer mainly influenced

through the shopkeeper at the time of purchasing of paneer. Then the availability and

schemes matter at that time to increase the market share and sell of the amul paneer.

Amul must come up with the new promotional activities such that people become

aware about Amul paneer. Quality is the dominating aspect which influences

consumer to purchase Amul product, but prompt availability of other milks brands

and aggressive promotional activities by other influences the consumer towards them

and also leads to increase sales. In comparison to Amul paneer, the other players

provide a better availability and give competition to the hilt. People are mostly

satisfied with the overall quality of Amul paneer, but for the existence in the local

market Amul must use aggressive selling techniques. Proper customer education is

needed because Amul panner is frozen paneer so it remains very tight if it kept out of

freezer just before using, so customer must be educated to use it in right manner.

Availability of Amul paneer is too low; very less customer wants to buy Amul paneer

but it is only on limited shop so that’s an lack of distribution.

INTRODUCTION

2. INTRODUCTION-

INDUSTRY PROFILE

FOOD INDUSTRY:

The food industry is the complex, global collective of diverse business that together supply

much of the food energy consumed by the world population .Only subsistence farmers, those

who survive on what they grow, can be considered outside of the scope of the modern food

industry.

The food industry includes:

Regulation: Local, regional, national and international rules and regulations for food

production and sale, including food quality and food safety and industry lobbying activities.

Education: Academic, vocational, consultancy

Research and development: Food technology

Financial services: Insurance, credit

Manufacturing: Agrichemicals, seed, farm machinery and supplies, Agricultural

construction, etc.

Agriculture: Rising of crops and livestock, seafood.

Food processing: preparation of fresh products for market, manufacture of prepared food

products

Marketing: Promotion of generic products (e.g. milk board), new products, public opinion ,

through advertising, packaging, public relations, etc.

Wholesale and distribution: Warehousing, transportation, logistics

Retail: Supermarket chains and independent food stores, direct-to consumer, restaurant, food

services.

FMCG:-

Products which have a quick turnover, and relatively low cost are known as FAST MOVING

CONSUMER GOODS (FMCG) .FMCG products are those products that get replaced within

a year. Examples of FMCG generally include a wide range of frequently purchased consumer

products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and

detergents, as well as other non- durables such as glassware, bulbs, batteries, paper products

and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged

food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCG’S is Fast

Moving Consumer Electronics which include innovative electronic products such as mobile

phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more

frequently than other electronic products. White goods in FMCG refer to household

electronic items such as Refrigerators, T.Vs, Music Systems, etc.

Indian FMCG Sector:-

The Indian FMCG sector is the fourth largest in the economy and has a market size of

US$13.1 billion .Well-established distribution networks, as well as intense competition

between the organized and unorganized segments are the characteristics of this sector .FMCG

in India has a strong and competitive MNC presence across the entire value chain. It has been

predicted that the F MCG market will reach to US$33.4 billion in 2015 from US$11.6 in

2003. The middle class and the rural segments of the Indian population are the most

promising market for FMCG, and give brand makers the opportunity to convert them to

branded products .Most of the product categories like jams, skin care, toothpaste, shampoos,

etc, in India have low per capita consumption as well as low penetration level, but the

potential for growth is huge. The Indian economy is surging ahead by leaps and bounds

keeping pace with rapid urbanization, increased literacy level, and rising per capita income.

The big firms are growing bigger and small time companies are catching up as well.

According to the study conducted by A.C Nielson, 62 of the top 100 brands are owned by

MNCs and the balance by the Indian companies. Fifteen companies own these 62 brands and

27 of these are owned by Hindustan Lever. Pepsi is at number three followed by ThumsUp.

Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8), Parle (9).

These are the figures the soft drink and cigarette companies have always shed away from

revealing. Personal care, cigarettes and soft drinks are the three biggest categories in FMCG.

Between them, they account for 35 of the top hundred brands.

THE TOP 10 COMPANIES IN FMCG SECTOR

S .No. COMPANIES

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestle India

4. GCMMF(AMUL)

5. Dabur India

6. Asian Paints(India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

Table -1 Top 10 FMCG Companies

INTRODUCTION OF ORGANIZATION –

GCMMF: An Overview

GUJARAT COOPERATIVE MILK MARKETING FEDERATION (GCMMF) is India’s largest food products marketing organization; it is a staple level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. AMUL is the brand under this organisation. Amul product range includes milk powder,milk,butter,ghee,,cheese,curd,chocolate,icecream,cream,shrikhand,paneer,gulab jamun,basundi,nutramul brand and others. In January 2006,Amul plans to launch India’s first sport drink stamina, which will be competing with Coca Cola’s PowerAde and PepsiCo’s Gatorade. Amul is the largest food brand India and world’s largest pouched milk brand with an annual turnover of US$1050 million(2006-07). Currently Amul has 2.6 million producer

members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas market such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans for glooming the Japanese market. Other potential markets being considered include Srilanka. Dr Varghese kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10th Aug2006 Parthi G Bhatol, Chairman of the Banaskantha Union, was elected chairman of GCMMF.

HISTORY:-

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channelled towards economic prosperity over fife decades ago, the life of an average farmer in kheda district was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from buffalo’s milk was undependable. Milk producers have to travel long distances to deliver milk to the only dairy, the Polson in anand – often milk went sour, especially in the

summer season, as producer has to physically carry milk in individual containers. Private traders and middleman controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw away prices. Moreover, the government at that time had given monopoly rights to Polson dairy, which was run by a person of Parsi descent,( around that time Polson was the most well known butter brand in a country) to collect milk from Anand and supply to Mumbai city in turn (about 400 kilometres away). Another problem farmers faced was that in winter the milk output of buffaloes doubled which caused prices to fall down even further. India ranked nowhere amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the farmers with inspiration from the nationalist leader Sardar Vallabhbhai Patel (who later became the first home minister of free India) and Moraji desai (who later became the Prime Minister of India) and local farmers, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the traders could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative.

Setting up of Gujarat cooperative milk Marketing federation

In 1954, Kaira District Co-operative Milk Producers, Union built a plan to convert surplus milk produced in the cold season into milk powder and butter. In 1958, plants to manufacture cheese and to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a co-operative society on 9 July 1973.

Amul Paneer:-

Technologically, it is equivalent to cream cottage cheese of western products. Can be kept good in the deep freeze for 6 month.

Amul Malai Paneer is already available in cut cubes form which saves preparation time of housewives as well as reduces losses due to crumbling.

The best quality of Malai Paneer with quality assurance of Amul is the only national brand of Paneer available in India since 1997. It is also exported to US, Gulf as well as Singapore & Japan market regularly.

“Richer, Softer, Better” Panner made out of fresh milk. Composition of Amul Malai Panner is as under.

Table- 2 Amul Paneer Content

Parameters Standards

Moisture % (Max) 55.0

Fat% on Dry Matter Basis (Min) 50.0

Higher fat content (26-27%) and lower moisture content than other loose Panner available in the market. This gives Amul Malai Paneer smooth, uniform texture and softness that most customers desire.

Automated production process giving Hygienic Malai Paneer unlike the locally made Paneer and being sold in open.

Most convenient for of diced/ Block Malai Paneer which can be stored in deep freeze for usage at any time.

Within 10 minutes of thawing in lukewarm water the Amul Paneer regains its softness.

Diced Paneer is available in three pack sizes viz. 100g, 200g & 1 kg pack in heat sealed poly pouches to ensure the best quality. Recently we have launched Block Paneer in 100g, 200g, 500g & 1 kg packs in Aluminium foil & paper carton over it.

AMUL MASCOT:

Since 1967 [8] Amul product’s mascot has been the very recognizable “Amul baby” (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognizable tagline Utterly Bitterly delicious Amul. The mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk.

Amul Butter Girl

Edited from an article by Mini Varma published in THE Asian Age on March 3, 1996

The moppet who put Amul on India’s breakfast table 50 years after it was first launched; Amul sales figures have jumped from 1000 tonnes a year in 1996 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

ACHIEVEMENT:-

Amul Asia’s largest dairy co-operative was created way back in 1946 to make the milk producers self-reliant and conduct milk-business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.

Amul created history in following areas:

a) First self motivated and autonomous farmer’s organisation comprising of more than 5000000 marginal milk producers of kaira district.

b) Created dairy co-operatives at village level functioning with milk collection centre owned by them.

c) Computerized milk collection system with electronic scale and computerized accounting system.

d) The first and only organization in the world to get ISO 9000 standard for its farmer’s co-operatives.

e) First to produce milk powder from surplus milk.

OBJECTIVES

AND SCOPE

OBJECTIVES AND SCOPE:-

1) OBJECTIVES OF THE REPORTThe main objectives of the study can be listed as follows

A. PRIMARY OBJECTIVE1. To find customer behaviour about Amul paneer.2. To collect the information about the competitors.3. To find size of retail network of Amul Paneer in specific area of Pune city.

B. SECONDARY OBJECTIVE1. To organize sale promotional activities to improve Panner sales.2. To generate and secure consumer awareness.

SCOPES OF PROJECT:-

The study carried out in Pune city, so its scope is mainly limited to Pune city.

It gives information about the size of the retail network. It gives information about the services given by distributor to their retailers. It gives information about the competitor’s products. It will serve consumer in better manner. It provides suggestions to the company to improve their product sales. It gives information about the sales promotion activities to improve the Paneer sale.

RESEARCH METHODOLOGY

1. Types of Research:

(a) Descriptive vs. analytical

(b) Applied vs. fundamental

(c) Quantitative vs. Qualitative

(d) Conceptual vs. Empirical

In case of studying the customers perception on Amul paneer, the Descriptive vs. Analytical

Research is used.

Descriptive Research includes surveys and fact finding enquiries of different kinds whereas

Analytical Research includes using fact and information already available and analyze these

to make a critical evaluation of the material.

CLUSTER SAMPLING:

Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

CONVENIENCE SAMPLING:

This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited Superstores and Gymnasium.

SAMPLING:

1. Sampling Technique : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected)

2. Sample Unit : People who buy Paneer is available at a Retailer, Stores, etc

3. Sample Size : 200 respondents (Age ranging between 15 yrs to 50 yrs)

4. Method : Direct interview through questionnaire

5. Data analysis method : Graphical method

6. Area of survey : Pune District

7. Timing of survey : 9.00 am to 12.30 pm and 4.00 pm to 7.00 pm

FIELD WORK – METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questionnaires were asked to respondents as regards to their willingness to purchase Paneer.

The help of questionnaires conducted direct interviews, in order to get accurate information.

In order to get correct information, I had to approach consumers ranging from 15 yrs

to 50 yrs.

I visited as many respondents as I can and asked them their real likings about panner and also got an idea, how a Paneer should be?

It is a Herculean task to understand consumer behaviour, as the definition suggest.“Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services”.

In order to collect accurate information, I visited to home, stores and shops. Each and every question was filled personally by the respondents and checked properly.

DATA ANALYSIS

DATA ANALYSIS:

Q1. How much quantity of Paneer do you consume per month?

a. Less than 1 kg b. 1 kg – 5 kg c. 5 kg – 10 kg d. More than 10 kg

Less than 1kg 54

1kg - 5kg 84

5kg – 10kg 42

More than 10kg 20

27%

42%

21%

10%

Quantity of Panner consumed per month

less than 1 kg 1 kg - 5 kg 5 kg - 10 kg more than 10 kg

INTERPRETATION:

Purchase of Panner per month is 1 kg- 5 kg mainly; it’s 42% of total.

Only 27% customer likes to buy less than 1 kg panner per month.

Only 10% customer likes to buy more than 10 kg per month.

Q2. From where do you purchase Paneer?

Grocery shop Amul parlour Milk booth Other place

Grocery shop 60

Amul parlour 34

Milk booth 86

Other place 20

30%

18%43%

10%

RESULTGrocery shop Amul parlour Milk booth Other places

INTERPRETATION:

People like to purchase Paneer from milk booth and grocery shop. Milk booth get 1 rank, less number of people goes to amul parlour to purchase paneer. Other place to purchase paneer is less preferred by the customer.

Q3. Which form of Paneer you like mainly?

Block Paneer Piece Paneer

Block Paneer 136

Piece Paneer 64

68%

32%

RESULTBlock paneer piece paneer

INTERPRETATION:

Amul is giving the pieces paneer for differentiate the product from competitor, but customer not ready to change their behaviour.

Only 32% customer like pieces paneer, that shows more advertisement is needed to aware the customer about availability of pieces paneer in amul.

Q4. You prefer to buy the product within how many days from the manufacturing date?

1 month 2 months 3 months More than 3 months

50%

30%

13%8%

Result1 month 2 months3 months More than 3 months

INTERPRETATION:

That shows the customer like and dislikes purchasing the long shelf like product, but

customer like to purchase only fresh product.

Large number of customer only like to buy the product 1 month old product, very less

number of customer like to purchase paneer more than 3 month old.

Q5. Which one of the following Paneer brands comes to your mind first?

Amul Sfurti Gowardhan Modern Varna Loose paneer

1 month 100

2 months 60

3 months 24

More than 3 months 16

Amul 54

Sfurti 10

Gowardhan 24

Modern 6

Varna 6

Loose paneer 100

28%

5%

13%3%3%

50%

ResultAmul Sfurti GowardhanModern Varna Loose Paneer

INTERPRETATION:

The above graph shows that loose paneer stand at 1st rank in Pune. Amul paneer stand at 2nd rank, it’s an growing brand of paneer in Pune.

Q6. Do you purchase Amul Paneer?

Yes No

Yes 60

No 140

30%

70%

ResultYes No

INTERPRETATION:

The above graph shows that only 30% of people use Amul paneer. 70% of people use another brands.

Q7. If No, then which other Paneer brand you prefer to buy?

Gowardhan Sfurti Varna Modern Reliance Loose packed paneer

Gowardhan 44

Sfurti 14

Varna 10

Modern 16

Reliance 26

Loose packed paneer 90

23%

8%

5%8%

13%

45%

ResultGowardhan Sfurti VarnaModern Reliance Loose packed paneer

INTERPRETATION:

This graph shows the ranking of paneer brand other than amul, most of the people switch towards loose paneer.

Gowardhan is also getting good market and stand in 2nd rank in other brand ranking.

Q8. Does long shelf life of Amul Paneer prompts you to buy more quantity of product?

Yes No

Yes 54

No 146

28%

73%

ResultYes No

INTERPRETATION:

Six month long shelf life is also a product differentiation factor of amul paneer, but customer mind is set to purchase only fresh paneer.

Long shelf life is an beneficial factor for shopkeeper to store paneer for long time with the risk of obsolete the product.

Customer always wants to buy fresh product so long shelf life doesn’t matter for customer.

Q9. From which media you got the information about the Amul Paneer mainly?

Newspaper Magazines Radio Pamphlets Shopkeeper Internet Word of mouth

Newspaper 20

Magazines 4

Radio 36

Pamphlets 50

Shopkeeper 20

Internet 0

Word of mouth 70

10%3%

18%

25%

10%

35%

ResultMagazines Radio PamphletsShopkeeper Internet Word of mouth

INTERPRETATION:

This chart shows the influence of different media on the purchasing behaviour of

customer. In this word of mouth mainly help the customer to choose the paneer and shop keeper at highest in rank followed by shopkeeper at 2nd rank.

Pamphlet and other advertisement material also persuade the customer to purchase the

specific brand but customer mainly believe on shopkeeper, so to push the product through the shopkeeper help is main factor to get good market share.

Q10. Please rank the following paneer brands based on following attributes of different Paneer brands accordingly.

5 being highly satisfactory & 1 being not satisfactory

ATTRIBUTE\COMPANY VARNA AMUL RELIANCE

PURE

MODERN LOOSE

PANEE

R

GOWARDHAN

PRICE

TASTE

PACKAGING

AVAILABILITY

SHELF LIFE

PROMOTIONAL

ACTIVITY

QUALITY

Q11. Please put right mark (according to your opinion in below given spaces.

(AG- Agree, DAG- Disagree, SAG- Strongly Agree, SDAG- Strongly Disagree)

a) Quality of Amul Paneer is satisfactory :-

Agree 54

Disagree 16

Neutral 36

Strongly Agree 34

Strongly Disagree 60

18%

28%

18%

8%

30%

ResultStrongly Agree Agree NeutralDisagree Strongly Disagree

INTERPRETATION:

Amul is an brand which is mainly known for its better quality, in this survey the customer also agree with that thing.

Nearly 60 customers find quality of amul paneer satisfactory. Very less number of customer disagree that amul paneer quality is not good.

b) Brand image of Amul Paneer is better than other brand.

Agree 64

Disagree 36

Neutral 10

Strongly Agree 60

Strongly Disagree 30

30%

33%5%

18%

15%

ResultStrongly agree Agree NeutralDisagree Strongly Disagree

INTERPRETATION:

That thing well known that amul is a good brand and its brand image is better than other player in market.

Nearly 75 customers in between 160 with that point of view. Amul give a good image in its product that’s why it have better brand image in

competitors to its competitors.

c) Amul Paneer packaging is good.

Agree 40

Disagree 26

Neutral 64

Strongly Agree 54

Strongly Disagree 16

INTERPRETATION:

Amul Paneer available in plastic tetra packs which is not mainly like by the customer. Amul have frozen paneer so this packaging is necessary but customer is not satisfied with that type of packaging.

Amul paneer packaging is not able to attract large number of customer.

d) More Fat and Protein in Amul paneer give you customer delight.

28%

20%33%

13%

8%

ResultStrongly Agree Agree NeutralDisagree Strongly Disagree

Agree 70

Disagree 40

Neutral 36

Strongly Agree 24

Strongly Disagree 30

13%

35%

18%

20%

15%

ResultStrongly Agree Agree NeutralDisagree Strongly Disagree

INTERPRETATION:

Amul paneer contains more fat in comparison with its competitors, more amount of paneer make it more tasty in comparison to other paneer brand and as graph shows large number of customer agree with the point.

Paneer is good source for protein, more amount of fat and as protein gives more customer delight to its customer.

Q12. Any other suggestion for improving the quality of Amul Paneer.

Ans- The main suggestion given by customer about quality of paneer is that it remains very

hard at the time of use, the reason of that complaint is due to frozen paneer.The nature

of frozen paneer to remain very tight till the 2-3 hr until it is kept into an open area.

Amul avails frozen paneer for long shelf life but due to lack of product education in

Customers, it is not used in the proper manner. It is necessary to keep the amul paneer

in an open area for 2 -3 hr before it is used.

Other main complaints about the availability of amul paneer is that it is available only

to the limited stores because of which customer has to switch to some other brand.

FINDINGS

AND LIMITATIONS

FINDINGS AND LIMITATIONS:

a) My Findings :-

During the survey it was found that still there are 8% people who have not used amul paneer.

Lack of awareness in consumers. Some people are not known about Amul Paneer.

When I interviewed people, then many of the people cannot recall Amul paneer advertisement. It shows lack of advertisement or advertisement is not timely given.

There is lack of sales promotional activities. i.e. free tattoo, extra weight, toys, quiz contested.

I found that the main thing is that “AMUL” brand name has very good image in consumers mind and they consider it as Pure & Good product.

b) LIMITATIONS OF THE RESEARCH:

The survey is limited for only for three areas of pune city.

Time period of the project was 8 weeks, which may not be enough to understand the whole market.

Sample size (200) of the project was too small as compared to total area covered.

Non-cooperative approach and rude behaviour of some respondents.

SUGGESTIONS

SUGGESTIONS:

In order to maintain and increase the sales in the city of Pune, the following recommendation regarding Amul paneer, particularly regarding advertising, distribution, promotional policies, etc, are hereby suggested.

First and foremost Amul should take proper action in order to improve timely availability services, because although being a top slot in butter and milk supplies it does not get the sales in paneer, which it should get.

Company should use brand ambassador which attracts each age segment.

Amul should give local advertisement apart from the advertisement given at the national level. Local advertisement should be given in local newspaper like sakal, pune mirror etc.

Try and change the perception of the people through word of mouth about Amul in advertisement, because they are the best source to reach customers.

Company should launch Paneer in new attractive offers to change image of Amul paneer in consumers mind like 5% discount, booklet for paneer food dishes.

Company should introduce sales promotional schemes like contest, free gifts etc.

BIBLIOGRAPHY

BIBLIOGRAPHY:

i. http://en.wikipedia.org/wiki/food industry

ii. http://www.indianfoodindustry.net/ iii. http://www.amul.com/cooking-paneer.html iv. http://www.amul.com/story.html v. Business world

vi. Kothari C.R. “Research Methodology Method and techniques”, New age international publishers. Edition II, 2004.

ANNEXURE:

QUESTIONNAIRE

MARKET SURVEY TO UNDERSTAND CUSTOMER

PERCEPTION ABOUT AMUL PANEER

NAME: - .............................................................................

(First) (Middle) (Last)

AGE:- .........................

Address: - ............................................................... Contact No: -.................................

................................................................

Please put right mark accordingly :

GENDER: - Male: _____ Female: _____

OCCUPATION: - Housewife: _____ Professional: _____

Student: _____ Other: _____

Q 1. How much Quantity of Paneer do you consume per month?

i. Less than 1 kg.

ii. 1 kg.

iii. 5 kg.

iv. More than 10 kg.

Q 2.From where do you Purchase Paneer?

i. Grocery shop

ii. Amul Parlour

iii. Milk booth

iv. Other place

Q 3.Which form of Paneer you like mainly?

i. Block Paneer

ii. Piece Paneer

Q 4. You prefer to buy the product within how many days from the manufacturing date

i. 1 month

ii. 2 months

iii. 3 months

iv. More than 3 months

Q 5. Which of the following Paneer Brands comes to your mind first (Please mark them on a

scale of 1-5, 1 being high recall and 5 being the lowest recall)

i. AMUL

ii. VARNA

iii. RELIANCE PURE

iv. GOWARDHAN

v. NON BRANDED(loosely sold)

vi. MODERN

vii. SFURTI

Q 6. Do you purchase Amul Paneer -?

i. Yes

ii. No

Q 7. If No, then which other Paneer Brand you prefer to buy

(Please rank them on a scale of 1-4,1 being first preference and 4 being the last

preference)

i. VARNA

ii. RELIANCE PURE

iii. GOWARDHAN

iv. LOOSE PACKED PANEER

v. MODERN

vi. SFURTI

Q 8. Does long shelf life of Amul Paneer prompts you to buy more quantity of product?

i. Yes

ii. No

Q 9. From which media you got the information about the Amul Paneer mainly?

i. Newspaper

ii. Magazines

iii. Radio

iv. Pamphlets

v. Shop keeper’s

vi. Outdoor (hoardings)

vii. T.V

viii. Internet

ix. Word of mouth

Q 10. Please rank the following paneer brands based on following attributes on a scale of 1-5,

5 being highly satisfactory & 1 being not satisfactory

ATTRIBUTE\COMPANY VARN

A

AMUL RELIANC

E PURE

MODERN LOOSE

PANEER

GOWARDHAN

PRICE

TASTE

PACKAGING

AVAILABILITY

SHELF LIFE

PROMOTIONAL

ACTIVITY

QUALITY

Q 11. Please put right mark (according to your opinion below given spaces):-

STATEMENTS Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

a) Quality of AMUL

PANEER is

satisfactory

b) Brand image of

AMUL PANEER

is better than

others

c) Packaging of

AMUL PANEER

is good

d) Six month long

shelf life of

AMUL PANEER

make it unique

product in this

category

e) You are delighted

because of rich

proteins and fat in

AMUL PANEER

Q 12. Any other suggestion for improving the quality of AMUL PANEER:-

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Signature: