Research Project on Customer Perception About Amul Ice CreamMar 26, 2015

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A

RESEARCH PROJECT REPORT

ON

“‘Consumer Perception about AMUL ice cream in comparison to VADILAL ice cream’ in, Ghaziabad”

  Acknowledgement

My first regards are to almighty Allah it was my trust and belief on him, which enable me to embark upon this task, move on the righteous path and reside the realism of facts.

I feel privileged in expressing profound sense of gratitude and in depthness to Mr. Ajay Varshney who has generously provided the chance to work at the esteemed field of FMCG his guidance, constant encouragement and inspiration where instrumental in the completion of this research he always allowed me to

encroach upon her precious time and ensured her generosity with ideas.

I would like to express my sincere gratitude to my Mentor Mr. SurendraTiwari (HOD) for his valuable guidance constant supervision and support during the research.

I also take the opportunity to thank all those who helped me in completing my projects in various ways.

 

Aslam Khan

      

DECLARATION

I hereby declare that the information presented is correct to the best of my knowledge and the analysis is as per the norms and guidelines provided for the report. I have utilized the requisite concepts and applied the required methodologies to analyze the primary data collected to reach the conclusion present in the report.

 

I claim the report to my indigenous work and have not been presented anywise for any purpose,what-so-ever.

 

CHAPTER 1

1.1 INTRODUCTION

Before business can develop marketing strategies, they must understand what factors influence buyer’s behavior and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions.

Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups.

Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service.

It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer

and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

The project is research-based project done in accordance to find the consumer perception about Ice-cream brands. Research based project focuses on exploratory research where I tried to find out perception of consumers towards ice cream and determination of market potential.

Company wanted to know that what is the potential of ice cream in Ghaziabad City, which is developing in fast pace. Questions related to ice cream were asked to make consumers aware about the qualities of ice cream.

 

Questions have been asked after keeping in mind the motive of the project i.e. to know Consumer Perception about AMUL ice Cream In comparison to VADILAL ice cream existing in the market.

Consumers were asked that what their expectations from the company are whenever they purchase ice cream. 

Competitors of AMUL:-

Major dairy products manufacturers

Smith KlineBecham limited

 

 

Horlicks, Maltova,

Viva

Malted Milkfood, ghee, butter,powdered

milk, Milk fluid and other milk based baby

food.

 

IndodanIndustries Limited

 

 

Indiana

Condensed milk, skimmed milk powder,

whole milk powder, dairy milk whitener

chilled and processed milk.

 

GCMMF

 

 

 

AmulButter, Cheese and other milk products

  Farex, Infant Milkfood malted

H .J. Heinz limited

 

complain,

glactose,bonniemix,

vita milk. Milkfood.

Britannia

  Milkman

Flavored milk, cheese, Milk powder,

ghee.

 

Cadbury Bournvita Malted food

 

 

1.2 STATEMENT OF THE PROBLEM

 As we know that customer is the king of any business, It is essential to understand customer expectations their preferences towards the product and their needs and wants. Without understanding consumer behavior no companies can survive.

It serves as a feedback from the consumer and provide the companies the message regarding the consumer attitudes, companies position, competition, opinions of the consumer regarding the product etc.

Now a days almost all the companies involves in collecting the data from consumers regarding their product and brand. They employee marketing people to let them know consumer behavior.

By keeping all this points in mind, as consumer behavior plays a vital role for any organization, this project“CONSUMER PERCEPTION ABOUT AMUL ICE-CREAM IN COMPARISON TO VADILAL ICE-CREAM IN, GHAZIABAD “does the same.

 

1.2

Company Profile

The Birth of Amul

It all began when milk became a symbol of protest.

Founded in 1946 to stop the exploitation by middlemen.

Inspired by the freedom movement.

 

The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946. This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of DrVergheseKurien,who was entrusted the task of running the dairy from 1950.

The then Prime Minister of India, LalBahadurShastri decided that the same approach should become the basis of a National Dairy Development policy. He understood that the success of Amul could be attributed to four important factors. The farmers owned the dairy, their elected representatives managed the

village societies and the district union, A they employed professionals to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive to the needs of farmers and responsive to their demands. 

At his instance in 1965 the National Dairy Development Board was set up with the basic objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its Chairman and asked to replicate this model throughout the country

 

The Amul Model

 

The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

 

Milk Producers (farmers) control procurement, processing and marketing

 

Professional management

The Amul model has helped India to emerge as the largest milk producer in the world. More than 15 million milk producers pour their milk in 1,44,246 dairy cooperative societies across the country. Their milk is processed in 177 District Co-operative Unions and marketed by 22 State Marketing Federations, ensuring a better life for millions.

 

Organization

 

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is approx. 13 million lit (peak period) per day from 16,117 village milk cooperative societies, 17 member unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', 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. Its success has not only been emulated in India but serves as a

model for rest of the World. It is exclusive marketing organisation of 'Amul' and 'Sagar' branded products. It operates through 47 Sales Offices and has a dealer network of 5000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.

GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 for adopting noteworthy quality management practices for logistics and procurement. GCMMF is the first and only Indian organisation to win topmost International Dairy Federation Marketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, the representation of the economic freedom of farmers. It has given farmers the courage to dream. To hope.To live.

 

GCMMF - An Overview

Year of Establishment 1973

Members

17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members)

No. of Producer Members 3.18 Million

No. of Village Societies 16,117

Total Milk handling capacity per day 13.67 Million liters per day

Milk Collection (Total - 2011-12) 3.88 billion liters

Milk collection (Daily Average 2011-12) 10.6 million liters (peak 13 million)

Milk Drying Capacity 647 Mts. per day

Cattle feed manufacturing Capacity 3690 Mts. per day

Sales Turnover -(2011-12) Rs. 11668 Crores (US $2.5 Billion)

 

Our Member Unions1.Kaira District Cooperative Milk Producers' Union Ltd., Anand2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur5. Surat District Cooperative Milk Producers' Union Ltd., Surat6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad9. Bharuch District Cooperative Milk Producers' Union Ltd.,

Bharuch10. Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot12. Gandhinagar District Cooperative Milk Producers' Union Ltd., Gandhinagar13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 16. Kutch District Cooperative Milk Producers' Union Ltd., Anjar.

 

Financial Position of AMUL:

 

Sales Turnover

Rs (million)

US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

 

 

 

CONTACT US

 

Gujarat Cooperative Milk Marketing Federation Ltd.Amul Dairy RoadP B No.10, Anand 388 001,India

Phone: +91-2692-258506, 258507, 258508, 258509Fax: +91-2692-240208Email: gcmm f@amul.com

 

1.4 Product Profile

 

List of Products Marketed:

Breadspreads:

Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese

AmulEmmental Cheese Amul Gouda Cheese AmulMalaiPaneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamom) AmulAmrakhand

AmulMithaeeGulabjamuns AmulMithaeeGulabjamun Mix AmulMithaeeKulfi Mix AvsarLadoos

UHT Milk Range:

Amul Shakti 3% fat Milk

AmulTaaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk

Amul Fresh Cream Amul Snowcap Softy Mix

 

Pure Ghee:

Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

AmulMithaimate Sweetened Condensed Milk Fresh Milk:

AmulTaaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

AmulSaathi Skimmed Milk 0% fat

Amul Cow Milk

Curd Products:

AmulFlaavyo Yoghurt

AmulMastiDahi (fresh curd) AmulMasti Spiced Butter Milk

AmulLassee

Amul Icecreams:

Royal Treat Range  (Butterscotch, Rajbhog, MalaiKulfi) Nut-o-Mania Range  (KajuDraksh, KesarPista Royale, Fruit

Bonanza, Roasted Almond) Nature's Treat  (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double

Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate Amul Fruit & Nut Chocolate

 

Brown Beverage:

Nutramul Malted Milk Food Milk Drink:

AmulKoolFlavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

AmulKool Cafe

AmulKool Koko

AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)

 

CHAPTER2

OBJECTIVES OF THE STUDY

 

As the market share of the Amul Company is not substantial as in other parts of the country, they are facing tough competition from local companies. Company wants to know what common consumer thinks about ice cream and what they expect from their family brand i.e. Amul.

What does company expects to do by solving the problem?

Every company expect something for which it conducts research and try to solve the problem, here also by this project” To study the consumer perception of Amul ice-cream in comparison to other brands”.

Price sensitivity of the consumer.

To know the expectations of the consumers.

Preference of the consumer.

Effect of advertisement on consumer buying behavior.

 

 

 CHAPTER3

NEED &SCOPE FOR THE STUDY

Before business can develop marketing strategies, they must understand what factors influence buyersbehavior and how they make purchase decision to satisfy their needs and wants.

This study helpful to know in which stage the brand would be in industrial

Life Cycle.

This study aims towards collecting information about consumers Psychology towards wireless Amul Ice cream and thus helping AMUL in understanding customer’s nature and help in developing strategies which will thus help them in increasing their business.

It is done to understand what consumers consider while going for purchasing Amul Products.

By this study we came to know how the organization retaining and sustaining its customer,

The main purpose of this project is to study consumers buying

                Behaviour and develop strategies which help AMUL in increasing their market share.

This study is mainly focused on various factors that affect consumers buying decision. Such as social, psychological and personal.

 

The survey was conducted among different groups and all possible local areas in Noida were considered for the study. The sample size was of 150 people who included people from various age groups and different income levels. The data was collected through filling of questionnaire and interview

 

.

The survey helped in understanding the various factors that influenced the buying decisions of the customers and understanding their needs when it comes to Amul Ice cream.

 

This study helps to understand the satisfactory level of consumers towards the brand. And also understanding the consumer attitudes and their buying motives by means of company brand image.

 

CHAPTER 4

REVIEW OF LITERATURE

LITERARY REVIEW:

Psychologists have long been interested in the topics of buying and shopping behavior. Some major perspectives in psychology such as behaviourism and cognitivism have formulated different theories to explain buying motivation and behavior. The behaviorists stress the process of operant conditioning and individual’s history of reinforcement, while the cognitive approach puts its accent on individual’s free will and intentional, voluntary action. The views of these two perspectives can be examined in terms of the nature of buying behavior and the process of choice.

Based on their different conception about the nature of buying behavior, the behaviourist and the cognitive theorists have different views on the process of choice when buying. The behaviorists propose that consumer choice begins with an external stimulus such as an advertising message or word-of-mouth communication. Etc. However, the cognitive psychologists adopt a different approach to explain the process of choice. They consider the choice of buying as a rule-following behaviorEtc.To the behaviorists, therefore, choice of buying is simply a behavior, the only way of acting in a given set of circumstances defined in terms of controlling contingencies. On the other hand, the cognitive theorists present choice of buying as an outcome of internal, mental deliberation and psychological decision. Actually, although the behaviorists and the cognitive theorists have different ideas of the content of choice, they do share similar view on the unconscious feature of choice (rather

involuntary response to discriminative stimulus and the following of rules).

 

 

THEORITICAL REVIEW:

Consumer is the king and it is the consumer who determines what a business is. Therefore, a sound marketing program should start with a careful analysis of the habits, attitudes, motives and needs of consumers.

Consumer behavior is prerequisite though the process is highly complicated. At the same time, a firm’s ability to establish and maintain satisfying exchange relationships depends on the level of understanding of buying behavior. Thus, buying behavior is the decision process and acts of people involved in buying and using products.

 

Need for Understanding Consumer Behavior

Knowledge of consumer behavior would render immense help for planning and implementing marketing strategies.

Secondly, the proof of establishing consumer orientation in the marketing. This is known only when marketing mix is developed to include positive answers to the questions listed in the beginning of this chapter.

Thirdly, by gaining a better understanding of the factors that affect buyer behavior, marketers are in a better position to predict how consumers will respond to marketing strategies.

Finally, consumer is the principal—a priori of business. The efficiency with which a free market system of enterprise operates, in the last analysis, depends upon the extent of consumer understanding possessed by the business cannot possibly fulfill its obligations in a meaningful and responsive manner. This is exactly the reason why consumer behavior is given importance in modern marketing.

Consumer Decision Behavior

It is a usual behavior with most consumers to seek the objective of creating maintaining a collection of goods and services that provides current and future satisfaction.

 

The various types of consumer decision-making vary considerably and are classified as follows:

Routine response behavior.

Limited decision-making, and

Extensive Decision-making.

 

1. Routine decision behavior- is usually found in the cases of frequently purchased and low-cost items. They are also aware of alternative brands, for instance, if you intended to buy a particular would switch over to a second preferred brand of their choice. Thus, products that are bought through routine response behavior are purchased quickly with very little mental effort.

2. Limited decision-making -Itis pertinent in the case of purchases made by the consumers less frequently. The investment needed also will be comparably high. Hence, the consumers may acquire information about all possible brands and some amount of mental exercises would follow to arrive at a decision about all possible brands. Thus, limited decision-making requires a moderate amount of time for information gathering and deliberation.

3. .Extensive decision-making- It is required when a consumer wants to purchase unfamiliar products which is totally new, having high unit value and bought preferably once in his life time. Before such a product is bought, the consumer uses many criteria for evaluating alternative brands and substitute products and spends much time in seeking information and deciding on the purchase. An interesting but a notable point in this connection is that the type of decision-making need not necessarily remain constant. The following illustrates the variations more clearly.

Extended Consumer Decision-

making

Limited Consumer Decision-making

Routine Consumer Decision-making

 

Frequency of Purchase

 

Time Pressure

 

Degree of Search

 

Amount of Perceived Risk

 

Level of Prior Experience

 

Very High Moderate Very Low

Factors Influencing Consumer Buying Behavior:-

Several factors determine the buying behavior of consumers. These factors may be classified as follows:

 Personal Factor:

These include factors unique to a particular person. Numerous personal factors influence purchase decisions:

 (a) Demographics

Individual characteristics such as age, sex, race, ethnicity, income, occupation and family life cycle are called demographics. These have a bearing on who is involved in family decision-making.

 

(b) Life styles

Life style means an individual’s pattern of living expressed through activities, interests and opinions. Life style patterns include the ways people spend-time, the extent of their interaction with others, and their general outlook on life and living, people partly determine their own life styles and partly these are shaped by personality and demographics.

 

(c) Situation.

Situational factors are influences resulting from circumstances, time and location that affect the consumer buying behavior.

 

 

Social factors:The factors that other people exert on buying behavior are called social factors. These factors are as follows:

 

(a) Roles and Family

Role means the activities that a person is supposed to perform. A person occupies several positions and, therefore, he/she has many roles.

 

(b) Reference Group

A reference group is any group that exercises a positive are three major types of reference groups—membership, aspiration and dissociative. A reference group may serve as an individual, point of comparison and source of information.

 

(c) Opinion leader

The reference group members who provides information about a specific share that interests members of the group is called opinion leader. An opinion leader is likely to be most influential when consumers have high product involvement buy low product knowledge, when they share the attitudes and values of the opinion leader and when the product details are numerous and complicated.

 

(d) Social Class

A social class means an open group of individuals with similar social rank. Quite often people in a society are classified into upper, middle and lower classes on the basis of their income and occupation. Consumers belonging to a particular social class

tend to have common behavioral patterns. They may have similar attitudes and values.

 

(e) Culture and Sub-cultures

Culture is the aggregate of customs, beliefs, values, and objects that a society uses to cope with its environment and passes on to future generations. Our culture determines what we want and wear,. It also influences how we buy and use products. Cultural changes affect marketing mix.

 (3) Psychological factors:

Factors that operate within individuals and determine their general behavior are as follows:

 (a) Perception

Perception is the process of selecting, organizing and interpreting information to derive meaning. Different people perceive the same thing at the same time in different ways.

 (b) Motives

A motive means an internal force that orients a person’s activities towards need satisfaction. A set of motives affects a buyer’s actions. Motives that influence where a person buys

products on a regular basis are known as patronage motives. These include location, price, variety, service and behavior of sale people. Marketers use depth interviews, projection and other methods to know and understand the motives of buyers.

 

(c) Learning

Changes in an individual’s behavior due to information and experience are called learning. A consumer tends to repeat purchase actions which create satisfaction. Inexperienced buyers use price as an indicator of quality more advertisements, salespersons, friends and relatives. They also learn by buying and using products.

 

 

(d) Attitudes

Attitude refers to an individual’s enduring evaluation, feelings and behavioral tendencies toward an object or idea. An individual’s attitudes remain generally stable and do not vary from moment to moment. Attitudes play a significant role in determining consumer behavior.

 

(e) Personality

Personality refers to a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior. An individual’s personality is the outcome of heredity and personal experiences. It makes the individual unique.. Personality influences the type of brand and products purchased.

(f) Self-concept

Self-concept of self-image means a person’s perception or view of himself. Individuals develop and alter theirself-=concept through interaction of social and psychological dimensions. Research shows that a buyer purchases products that reflect and enhance the self-concept. A person’s self-concept may also influence selection of products category and brand.

 

Consumer Buying decision Process

The process which consumers proceed while making their buying decisions is known as the consumer buying decision process. This process consists of five stages a s shown in following fig.

Arrows connect all the elements in the decision process and show the impact of demographics, social factors, and psychological factors upon the process.

Arrows show feedback. (a) Shows the impact of social and psychological factors

(b) Shows the impact of a purchase on social and psychological factors such as social class.

Social & Psychological Influences

 

Person Specific Influences

Roles and Family

 The stages in consumer buying decision process are below:

1. Problem Recognition

A buyer recognizes the problem when he becomes aware of the desired state and an actual condition. The speed with which a consumer recognizes the problem can be quite fast or slow. Sometimes, a person has a problem or need but is unaware of it. Marketers use advertising, personal selling and other methods to help trigger recognition of such needs or problems.

 

1. Information search

After recognizing the problem or need, a buyer search for product information that can resolve the problem or satisfy the need. There are two types of information search. In the internal search which is our self and external search which consists of friends, relatives, and media. Marketers repeat advertisements and use visuals to increase consumer learning of information.

 

1. Evaluation of alternatives

A successful information search yields a number of brands that a buyer views as possible alternatives. This group of products/brands is called the buyer’s evoked set. Various objective and subjective characteristics that are important to the buyer are used to evaluate the alternatives. Cost and warranty are examples of objective criteria whereas brand image and style are examples of subjective characteristics.

 

1. Purchase

In this stage the buyer chooses the product or brand to be bought. Product availability may influence which brand is purchased. The terms of sale (price, delivery, warranty, maintenance agreement, installation and credit arrangement) are settled finally, the actual purchase takes place.

 

1. Post-purchase behavior

After the purchase, the buyer begins evaluating the product to ascertain if its actual performance meets the expectations. Many criteria used in evaluating alternatives are applied again for this purpose. The outcome of this stage is either satisfaction of dissatisfaction. Shortly after purchasing an expensive product, a buyer doubts whether he make the right decision.

 

Buying Motives of Consumers

A buying motive means what induces a customer to buy a product. There is a buying motive behind every purchase. But the motive may differ from one buyer to another. Buying motives may be classified as follows:

 

 

1. Internal and External Motives

Internal buying motives are inherent in the minds of consumers. They arise from the basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be rational or emotional.

External buying motives are those which a customer learns or acquires from his environment. Social status, social acceptance, achievement, etc. are examples of such motives. Income, education, occupation, religion, culture, family and social environment influence external motives.

 

1. Rational and Emotional Motives

Buying motives are those which are based on logical reasoning and consideration of economic consequences. They include the cost, durability and dependability of the product/service.

Emotional buying motives are based on personal feelings. These motives include ego, prestige, love and affection, status, pride, etc.

 

1. Product and Patronage Motives

Product motives are of two types-primary and secondary. Primary buying motives are the reasons due to which consumers buy one class of products rather than another. These motives arise directly from human needs and wants. These include the desire for health, beauty, knowledge, relaxation, recognition, etc.

Secondary or selective buying motives induce consumers to buy certain kinds of products. These include desire for convenience, dependability, durability, economy, versatility, etc.

 

CHAPTER5

RESEARCH METHODOLOGY

 RESEARCH PROBLEM

The problem of the research was “Consumer perception about Amul ice-cream in comparison to other brands in the market” of Ghaziabad.

 

RESEARCH OBJECTIVES:

The purposes for which the study is undertaken are:

 

1. To find out the image of Amul ice cream.

2. To assess the awareness about Amul ice cream qualities.

3. To obtain the opinion of customers t about Amul ice cream with reference of price.

4. To know that what does Customer looks for while buying ice cream.

5. To know the impact of advertisement and promotion on consumer buying behavior.

6. To find out impact schemes on consumer buying decision.

7. To make a comparative analysis of Amul&Vadilal on the parameter

8. To make the suitable suggestion on the basis of it.

Research

The advanced learner’s dictionary of current English lays down the meaning of research as “a careful investigation or enquiry especially through search for new facts in any branch of knowledge”.

 

Redman and Mory define research as a “systematized efforts to gain new knowledge”.

In common terms research can define as scientist and systematic search for pertinent information. On a specific topic research comprises defining problems, collecting, organizing and analyzing data, suggesting solutions and researching conclusion so that they fit to the suggested solutions.

Types of Research:

1. Descriptive Research- Descriptive Research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present.

 

1. Analytical Research- In this the researcher has to use facts or information already available, and analyze there, to make a critical evaluation of the material.

 

1. Applied Research- Applied Research aims at finding a solution for an immediate problem facing a society or an industrial business organization. Research aimed at certain conclusion facing a concrete social or business problem is an example of applied research. The central aim of applied research is to discover a solution for some pressing practical problem.

 

1. Fundamental Research – F.R mainly concerned with generalization and with the formulation of the theory. “Gathering knowledge for knowledge is sake is termed ‘pure’ or ‘basic’ research”. Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research.

 

1. Quantitative Research- Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomenon that can be expressed in terms of quantity.

 

 

1. Qualitative Research- Qualitative Research is concerned with qualitative phenomenon, i.e. phenomenon relating to or involving quality or kind. For instance, when we are interested in investigating the reasons for human behavior, we quite often talk of innovation research important types of qualities research. This type of research aims at discovering the underlying motives and desire.

 

1. Conceptual Research- Conceptual Research that relates to some abstract ideas or theory. Philosophers and thinkers to develop new concept or to reinterpret existing once generally use it.

 

1. Empirical Research- Empirical Research relies on experience or observation alone, often without due regards for system and theory.

 

 

Research Design

A framework or blue print for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems. Provides an accurate snaps sort of sum aspects of market environment. Descriptive research includes 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 Research design in this study is descriptive research. Researcher selects the descriptive research design due to the following reasons.

 

To describe the characteristics of relevant groups, such as customers, organizations (School and Institute) and market.

To determine the perception of customer about the product

For markets studies; describe the size of market, buying power of the customer, customer profiles.

For market share studies; which determine the proportion of total sales received by company and its competitors?

For image studies; which determine (customers) perception about the company and its products?

For product usage studies; areas in use the projectors are in use.

For Advertising studies; which describe media consumption habits and audience profiles for specific, websites, magazines, newspapers and T.V. program.

 Research Process

 

Formulating the research problem

Preparing the research design

Determining the sample design

Collecting the data

Analysis of the data

Preparation of the report

  Sampling terms

(a)Population: - The aggregate of all the elements sharing some common set of characteristics, comprising the universe for the purpose of the marketing researcher problem.

(b) Census: - A complete enumeration of the elements of a population or study object.

(c) Sample: - A subgroup of the elements of the population selected for the participation in the study.

(d) Element: - Objects those posses into society by the researcher and about which inferences are to be made.

 

Methodology

Methodology provides the way to systematically solve the problem in hand. It may be considered as a service of studying now the research problemos being solved significantly.

The terms methodology answer in which one of the following available method and techniques are relevant and which are not regarding the problem in hand.

Hence when whenever a project report is written, the most important think to people mind is the methodology should be systematic.

The methodology should be clear in the mind of the researcher because this only thing on which the whole project is based. It provides the guidelines in the mind of researcher to carry out the project. It provides the right approach to precede the research problem.

 

RESEARCH METHODOLOGY

 

Research methodology deals with the various methods of research. The purpose of the research methodology is to describe the research procedure used in the research. Research methodology overall includes the research design, data collection method and analysis procedure which are used to explore the insight information form the research problem. Research Methodology helps in carrying out the project report in by analyzing the various research findings collected through the data collection methods.

 

RESEARCH DESIGN

Research design is an important and the vital part of the research. Research design is a comprehensive master plan specifying the procedure for collecting and analysis the needed information. Research design provides an excellent framework for the research plan of action. The function of the Research design is to ensure that the required data is in accordance; research design is a blue print for the research study, which guides research in collecting and analysis the data.

 

Type of Research Design

EXPLORATORY RESEARCH DESIGN

Exploratory research design helps the research in getting the insight information from the research problem. Generally all the marketing research projects innuendos exploratory research that helps the researcher in providing the sharp focus of the problem under research. Exploratory research lays emphasis on the discovering of ideas and possible inside to get the information needed to carry out the research has used the exploratory form to research design in the project under study.

 

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps the researcher in studying the research problem in the conclusive form, this helps the researcher in choosing the possible cause of action from various alternatives to make a rational design. Hence this type of research is being used in this research project.

  DATA COLLECTION METHOD

The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two data:

1. PRIMARY DATA

2. SECONDARY Data

PRIMARY DATA: - Primary data is the data which are fresh and collected for the first time, and are original in character. There are various Primary data collection techniques, which have helped in data gathering.

The primary data collection techniques used in the project is as follows:

PERSONAL INTERVIEW METHOD

SURVEY METHOD

QUESTIONNAIRE METHOD

OBSERVATION METHOD

EXPERIMENTATION METHOD

2) SECONDARY DATA- Secondary data are those data, which have been already collected or published for the purpose other than specific research need at hand .This data is simply used up by the researcher for his purpose of collected the data and its use is now not the same. The secondary data source here in this project are:-

MAGAZINES

WEBSITES

SAMPLE SELECTION

After the questionnaire for the data collection is being prepared. Next step is to; identify the universe for that the sample unit is to be chosen as it is not possible to gather information from the entire universe.

Universe of the Study

The universe of the study, I have selected all consumers residing in GHAZIABAD and who shopping in Malls, Super Bazaar, near by markets.

 

Sample Size

Our project Guide, keeping in view the time consideration, determined the size of the sample arbitrarily. The sample size I have taken 50 units.

Targets Respondents

All the consumers and individuals (they were housewives, working women, students and professionals) were our target respondents for our questionnaire.

Sampling Techniques

For the study we have taken a sample size of 50 respondents pose non probability sampling technique. Further we also

applied convenience sampling, judgment sampling, as a part of non probabilistic sampling techniques.

Marketing Research Tools

For conducting our marketing research, I have used questionnaire methods for collecting data abode the consumer preference and effect of television commercial on consumer decision making process with regard to cosmetic products.

Sources of information

Primary Data: Questionnaire and Ghaziabad Residents.

Secondary data: Website Amul.com

 Method used for research

 

Conclusive research

Conclusive research is the descriptive research, which helps the marketing executive to take a rational decision

The survey was conducted of consumers living in various reputed localities. During the survey personal interview was the technique used to collect the required information.

Instrument used-Questionnaire

As the name suggests, in this method asking questions to the people who are thought to have the desired information collects data. Question may be in oral and written form.

A formal list of such question is called questionnaire.

Since the objective of the research was to know the perception of the consumer for the brand and to know the change in their reception after the advertisement/ prompt ion campaign, it was therefore necessary to prepare a questionnaire for the consumers of the product.

In the research, structure non-disguised technique has been used since it provides more objective measurement system. The real objective of the research was not hidden from the respondents they aware of the topic on which they had to respond.

Sampling Technique Used & Size of the Sample:

Sampling unit

Ghaziabad residents

Sampling units are Ghaziabad city residents and they are contacted randomly to avoid biasness.

Sample Size:150 (Prime Location)

Sampling extent : Ghaziabad City

The survey was conducted at the prime locations of City.

SAMPLE PROFILE

SAMPLING: Random

A sample Random sample is a generated by a process that guarantees, in the long run, that every possible sample of a given size will be selected with known and equal probability. Random sampling has been done so that the whole universe could be covered

 

 LIST OF LOCATION

 

LOCATION NUMBER OF RESPONDENT COVERED

 

 

Indrapuram30

Govindpuram 30

Dasna 30

Raj Nagar 15

Mansuri 15

Vaishali 30

 

=150

 

ANALYSIS OF THE PROJECT

Brand awareness

 

 

BrandPeople aware

Amul 150

Vadilal 150

Cream bell 120

Kwality walls 150

Mother dairy 135

Gloria 145

Go Go 140

Top n Town 135

Dinshaes 125

Softel 100

 

 

Interpretation

Consumers are much more aware about almost all the brands.Amul, Vadilal and Kwality walls are known by every respondent. Softel is the least known brand among all brands taken into consideration.

CUSTOMER CHOICE

 

 

BrandPeople Respond (in %)

Amul 20

Vadilal 18

Cream bell 12

Kwality walls 15

Mother dairy 7

Gloria 11

Go Go 4

Top n Town 8

Dinshaes 4

Softel 1

 

 

Interpretation

 

Customers given highest preference to brand Amul that means it has greatest customer choice or people refer to have Amul ice cream rather then go for other ice creams. Amul’s biggest competitors are Vadilal and Kwality walls in Ghaziabad prime locations.

 

INFLUNCING FACTORS EFFECTING PURCHASE OF THE PRODUCT

 

FactorsResponses in percentage

Quality 50

Price 60

Availability 20

Taste 15

Flavor 5

 

Interpretation

 Majority of consumers consider price and quality of the product while buying any product sice in the cities like Ghaziabad people are price sensitive and educated so quality conscious too. Availability is the second largest factor which influences the purchase.

 

 

 

 

OPENION ABOUT PACKAGING OF AMUL ICE CREAM SHOULD BE IMPROVED

  OpinionResponses in percentage

Agree 80

Strongly Agree 45

Disagree 20

Strongly disagree 5

Interpretation

 

 

Majority of customers are agreed that company should improve its packaging as it was found during the survey that they had problem with the packaging especially in the summers there is problem of leakage found in the party pack. Thus company should work on this area.

 

 

Awareness about Amul ice cream attributes

 

 

Interpretation

 Majority of customers are not aware about the Amul ice cream special features. Only 26.67% people know that Amul ice cream is made up of real milk not from vegetable oil. Thus company should work on this area. They should increase customer knowledge about the product so that it can increase product value in the market.

 PREFERED CONSUMPTION LOCATION

 PlaceResponses in Numbers

Parloures 45

Home 65

Restaurant 30

Others 10

 

Interpretation

 

Majority of consumers in Ghaziabad prefer to have Ice cream at their own place but they also like to have Ice cream at parlors and restaurants. Other places they usually like to have Ice cream at marriages and formal parties.

 

 

Product trial

 

Interpretation

 

Almost all the respondent had Amul ice cream at least once in their life. Majority of them are regular customers. This shows the popularity of the product and customer awareness about the brand AMUL in Ghaziabad.

 

 Consumer perception about the product

  Opinion

Responses in Numbers

Excellent 65

Good 55

Average 20

Not good 10

Very bad 0

 

Interpretation

 

The overall response about the product is positive and customer feel Amul as an excellent product. This show the good market

reputation and customer likeness about the product. It also reflects the good image of the brand Amul.

 Awareness about Amul’s quality

 RESPONSE

NUMBER OF RESPONDENT

YES 25

NO 125

 Interpretation

Generally respondent perceive the product quality by viewing esthetics only they feel quality is as it looks they do not know how Amul is different from other brands. Thus company should work on this area. They should increase customer knowledge about the product so that it can increase product value in the market.

Schemes Awareness in customers

SchemesPeople aware

CASH DISCOUNT 10

BULK DISCOUNT 8

COUPON SCHEME 25

1+1 Scheme 125

25% Extra scheme 150

 

 Preferred advertising media:

 

MODENO OF RESPONSES

MEDIA 150

TELEVISION45

NEWSPAPER 30

MAGAZINES 20

HOARDING 53

OTHERS 2

 

 

Interpretation

Media is the way which includes both print media and television to aware the customers about Amul ice cream in which majority of respondents come across the advertisements through hoardings and commercials shown in their television. Thus print media is the major source of creating awareness among customer.

 

Effect of advertisement on buying behavior

 

Response

No of respondents

YES 130

NO 20

 

 

 

Respondents

 

0

 

20

 

40

 

60

 

80

 

100

 

120

 

140

 

No of

 

YES

 

NO

 

Responses

 

Effect of advertisement on buying behavior

 

 

Interpretation

 

 

 

It is found that advertisements affect the buying process of consumer as we can see from our survey also around 90% respondent are agree with the fact that advertisements affect the buying process.

 

Suggestions and Recommendations

After conducting the survey I would like to give few suggestions as follows-

The company needs to work on the advertising strategy in the Ice-cream division as they are doing in butter division since majority of consumers are not even aware about the schemes run by the company.

 

Although company has good market share in Ghaziabad City due to it’s Brand name but it could increase its share significantly through massive direct marketing because there are still some untouched area where the product is not regularly available.

 

 

There is lot of complaint regarding availability of the product specially in the summers and regarding packaging of one liter party pack thus should be eliminated.

 

There is no single as such exclusive Amulparlour as it is in Delhi, Ahmadabad and big cities like Bangalore. It is also recommended to open a parlour here also and the preferred location is Indrapuram.

 

The packaging material of ice cream party pack should be either container or plastic sheets instead of being hard board sheets as it is available in other big cities also.

 

More schemes should be launched to boost the awareness of the Amul Ice cream and remain in competition with the foreign players.

 

 

In Ghaziabad the strength competition of Amul is with local players like Gloria in price terms and Dinshaes and Cream bell in quality. Then it is recommended to introduce the product into two different ranges like one to compete with local players which should be comparatively low price segment and other should be quality product having slightly high price.

 

To enhance the consumer buying and consuming habit company should apply new promotional tools like mass marketing and customization of the product.

Company should introduce Low fat and less sugar Ice cream segment to penetrate new market.

 

Company should target youth and children for the product like Ice-cream and should know what exactly consumer wants.

 

CONCLUSION

 

An attempt is made to identify the level of awareness and market perception among the respondents towards Amul ice cream. It was found during studies that Amul has a very good market reputation in Ghaziabad city. They have a huge market share and big customer base. They have a bright future as have many uncovered area and potential customers.

Consumers are satisfied with the quality of the product.

There are lots of varieties available in the market.

Consumers have complaint regarding packaging and some times availability of the product particularly with the brand Cassatta and Fundoo Range.

In Ghaziabad the strength competition of Amul is with local players like Gloria and go in price terms and Dinshaes and Cream bell in quality.

There are huge opportunities for the company to open a separate Amul ice cream parlour as customers have shown great enthusiasm for it.

A small segment of the respondents think that the Amul is the best brand among suggested option. All the rest of them think that there are other good options also available like Vadilal and Cream bell.

Major chunk of the respondents feel that the best feature of Amul is its Quality and taste. The adequate price of the product is the second valuable feature.

Customers are highly quality and price sensitive in Ghaziabad. Relatively they are more price sensitive then quality.

When asked to recall an advertisement in respect of any schemes launched by company, almost all the respondents were able to recall only one or two advertisements. Majority of respondent are not even aware about many schemes.

TV advertising provides a unique blend of sight, color, movement, sound, repetition and presentation of the products. This helps TV commercials to gain advantage over other Media.

FINDINGS

 

LIMITATIONS

1. The data obtained is focused to Indrapuram, Dasna,Govindpuram, Raj Nagar, and Mahanagar other areas are untouched then results may vary.

2. Due to shortage of time study was restricted.

3. Inaccessibility to certain areas also restricted the study to a limited sample size.

4. Customer responses some time affected due to hellow effect or pear influences.

5. Many times consumers hide the exact information and provide what the informs wants.

RESEARCH QUESTIONNAIRE

NAME _____________

 

Age group BELOW 10 21-35 ABOVE 60

(In years) 10-15 36-45

16-20 45-60

 

Gender MALE FEMALE

Marital Status

SINGLE MARRIED

Education

GRADUATE UNDERGRADUATE

OCCUPATION ______________

ADDRESS :-_________________

_________________

_______________

Q.1 How many brands among the following are you aware of?

Amul Gloria

Vadilal Go Go

Cream bell Top n Town

Kwality walls Dinshaes

Mother dairy Softel

 

Q.2 Which brand do you prefer while buying Ice cream? (Rank 1-10)

Amul Gloria

Vadilal Go Go

Cream bell Top n Town

Kwality walls Dinshaes

Mother dairy Softel

 

Q.3 While buying Ice-cream which factor do you consider most?

Quality

Price

Availability

Taste

Flavor

Q.4 Do packaging affect buying behavior?

Yes No

 

Q.5 Does Amul Ice cream packaging attract you?

Agree

Strongly Agree

Disagree

Strongly disagree

 

Q.6 Are you aware that Amul Ice cream made up of real milk and not from vegetable oil?

Yes No

 

Q.7 Does price of Ice cream affect the purchase of branded Ice Cream?

Yes No

 

Q.8 You like to Enjoy Ice cream at-

Parlors

Home

Restaurant

Others

 

Q.9 Have you ever tried Amul Ice cream?

Yes No

 

Q.10 How do you find Amul Ice cream?

Excellent

Good

Average

Not good

Very bad

Q.11 Are you aware with the fact that Amul has been ranked number one brand due to its quality?

Yes NO

 

Q.12 Do you know about various schemes run by Amul?

Yes No

Q.13 If yes, among them which are known by you?

CASH DISCOUNT

BULK DISCOUNT

COUPON SCHEME

1+1 Scheme

25% Extra scheme

Q.14 Have you come across any of Amul advertisement?

Yes No

Q.15 Through which media have you come across more of such . Advertisement?

MEDIA

TELEVISION

NEWSPAPER

MAGAZINES

HOARDING

OTHERS

 

 

THANK YOU FOR YOUR TIME

 

 BIBLIOGRAPHY

 

Research Methodology – C.R Kothari, Publisher: New Age Publications New Delhi, Publication Date: 03-30-2009

Marketing Management- Phillip Kotler 14th Edition, Publisher: Pearson Education, Topic – Analyzing Customer Markets

Business World ,Publisher: Ananda Publications, New Delhi, Edition: July 2012.

Indian Journal of Marketing(ISSN-0973-8703). Topic Consumer Behavior.

amul.com  , To check company introduction, list of products. Wikipedia.com  to know detail about ice cream Industries in India