A

Project Report

On

Consumer Satisfaction towards Amul Milk and Milk Products

At Udaipur city

Submitted in Partial fulfillment for the

Award of degree of

Master of Business administration

Submitted By Guided By

Vijay Paliwal Dr. Harshita Shrimali

IVth Sem. (Associate Professor)

2007-2009

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Pacific Institute of Management, Udaipur

(Affiliated to Rajasthan Technical University, Kota)

Preface

The Research project on Amul Milk and Milk Products at Udaipur city has

been accomplished for the fulfillment of my 4th semester of M.B.A. course

at Pacific Institute of Management, Udaipur.

The subject undertaken during this Research is mainly related with

management subjects. The company at which the Research is undertaken is

engaged in Dairy Industry development since 1946. The exposure through

this research project has helped me to understand more on the subject.

It has reduced the gap between the classroom learning experiences and its

application in the field and their experience, largely.

Acknowledgement

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I express my sincere thanks to my project guide, Dr. Harshita Shrimali, Associate

Professor, Strategy and marketing, for guiding me right form the inception till the

successful completion of the project. I sincerely acknowledge her for extending her

valuable guidance, support for literature, critical reviews of project and the report and

above all the moral support she had provided to me with all stages of this project.

I would also like to thank the staff of Pacific Institute of Management, for their help and

cooperation throughout the project.

Vijay Paliwal

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Executive Summary

As a part of my M.B.A. Curriculum I completed my Research project on “Consumer satisfaction

Towards Amul Milk and Milk Products at Udaipur City”

Firstly I obtained Knowledge Regarding the Amul milk and their products, market share

segmentation in dairy industry and the competitors.

In first phase of my studies I had gone through a detailed understanding of dairy industries in

India and it scope. From these studies I have learned more about different type of companies

and type of products

As there are different types of companies and brand present, I want to know that how customer

prefers a particular brand of dairy products in Udaipur City. Amul is one of major brand of dairy

products in Udaipur city. So I have taken Amul as a brand to study the preference and the

major factor that have make amul as a strong brand in Udaipur. I want to know about the level

of satisfaction derived by the customer from various amul products so objectives of my studies

To Identify the factors responsible to purchase products, To know the quality perception

of the respondent To know the consumer awareness about products chapter that is sixth

consists of the Bibliography & References.

All the topics have been covered in a very systematic way. The language has been kept simple

so that even a layman could understand. All the data’s have been well analyzed with the help of

charts and graphs.

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Contents

S.no. Chapter Page No.

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2

3

4

5

6

7

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Overview of the Industry

Profile of companies

Need of the study consumer behavior

Research Methodology

Data Analysis & Interpretation

Findings

Conclusion

Recommendations

Appendix

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12

40

44

51

72

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74

75

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Industry Profile

Dairy is a place where handling of milk and milk products is done and technology refers

to the application of scientific knowledge for practical purposes. Dairy technology has

been defined as that branch of dairy science, which deals with the processing of milk

and the manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade

and India has now become one of the largest producers of milk and value-added milk

products in the world.

The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate processing

capacity of 5.8 million liters per day. In addition to these processing plants, 123

Government and 33 co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents,

compared with the U.S' 63 cents, and Japan’s $2.8 dollars.

Also to take advantage of this lowest cost of milk production and increasing production

in the country multinational companies are planning to expand their activities here.

Some of these milk producers have already obtained quality standard certificates from

the authorities. This will help them in marketing their products in foreign countries in

processed form.

The urban market for milk products is expected to grow at an accelerated pace of

around 33% per annum to around Rs.43,500 crores by year 2005.

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This growth is going to come from the greater emphasis on the processed foods sector

and also by increase in the conversion of milk into milk products. By 2005,

the value of Indian dairy produce is expected to be Rs 10,00,000 million.

Presently the market is valued at around Rs7,00,000 mn.

Milk Production from 1950 to 2020

1950 – 17 million tones

1996 – 70.8 million tones

1997 – 74.3 million tones

(Projected) 2020 – 240 million tones

Expected to reach- 220 to 250 mt – 2020

India contributes to world milk production rise from 12-15 % & it will increase up to 30-

35% (year 2020)

World's Major Milk Producers (MTs)

Country 2003-04 2004-05

India 89 93.0

Brazil 75 77

USA 71 75

Russia 34 36

Germany 27 27

France 24 25

Ukraine 15 16

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Research and Development in Dairy Industry

The research and development need to the dairy industry to develop and Survives for

long time with better status. The various institute and milk dairy companies R&D results

provide base for today’s industry growth and development. The research and

development of products of dairy, like yogurt and cheese market research and company

reports provides insights into product and market trends, analysis opportunities, sales

and marketing strategies will help local milk unions to develop and spread world wide

through obtaining this knowledge. Specific on market share, segmentation, size and

growth in the US and global markets are also helps industry to expand its market

worldwide even small union also.

Development of Food Processing Industry

The food processing industry sector in India is one of the largest in terms of production,

consumption, export and growth prospects. The government of accorded it is a high

priority, with a number of fiscal relieves and incentives, to encourage commercialization

and value addition to agriculture produce, for minimizing harvest wastage, generating

employment and export growth.

Food processing industry is providing backbone support to the milk industry. The

development food products by using milk can give good market opportunities to

produces milk.

Products and Industry Status

Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-

Creams, Milk powders, Melted milk food, Infant food, condensed milk etc. some milk

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products like Casein and Lactose are also being manufactured lately. Therefore, there

is good scope for manufacturing these products locally.

Liberalization of the economy has led to a flood of new entrants, including MNCs due to

good prospects and abundant supply.

Investment Potential in Milk Products

At the present rate of growth, India is expected to overtake the US in milk production by

the year 2010, when demand is expected to be over 125.69ml.tn. Being largely

imported, manufacture of casein and lactose has good scope in the country Exports of

milk products have been decentralized and export in 2005- 2010 is estimated at 71.875

cr.

Production of Milk in India

The facts and figures here shown are calculated on the basis of percentage Increases

pear year.

Year Production (MTs)

1999-00 78.0

2000-01 81.51

2001-02 85.17

2002-03 86.5

2003-04 89.1

2004-05 93.0

2005-06 97.65

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The development of India's milk industry has many lessons for multinational

corporations. The transformation began around 1946, when the Khira District Milk

Cooperative, located in the state of Gujarat, set up its own processing plant under the

leadership of Varghese Kurien and created the brand Amul, today one of the most

recognized in the country

Unlike the large industrial dairy farms of the West, in India, milk originates in many small

villages. Villagers may own only two to three buffaloes or cows each and bring their milk

twice a day to the village collection center. They are paid every day for the milk they

deliver, based on fat content and volume. Refrigerated vans transport the milk to central

processing plants, where it is pasteurized. Railroad cars then transport the milk to major

urban centers.

The entire value chain is carefully managed, from the village-based milk production to

the world-scale processing facilities. The Khira District cooperative provides such

services to the farmers as veterinary care and cattle feed. The cooperative also

manages the distribution of pasteurized milk, milk powder, butter, cheese, baby food,

and other products. The uniqueness of the Amul cooperative is its blending of

decentralized origination with the efficiencies of a modern processing and distribution

infrastructure. As a result, previously marginal village farmers are earning steady

incomes and being transformed into active market participants.

Twenty years ago, milk was in short supply in India. Today, India is the world's largest

producer of milk. According to India's National Dairy Development Board, the country's

dairy cooperative network now claims 10.7 million individual farmer member owners,

covers 96,000 village-level societies, includes 170 milk-producer unions, and operates

in more than 285 districts. Milk production has increased 4.7 percent per year since

1974. The per capita availability of milk in India has grown from 107 grams to 213

grams per day in 20 years.

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Company Profile of Amul

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit

"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning

"priceless", are found in several Indian languages. 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. (Turnover: Rs. 52.55 billion in 2007-08).

Today Amul is a symbol of many things. Of high-quality products sold at reasonable

prices.

50 years after it was first launched, Amul's sale figures have jumped from 1000tones a

year in 1966 to over 25,000tones 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 magical spell on

the masses.

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The Taste of India

AMUL stands for,

A = Anand

M = Milk

U = Union

L = Limited

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different

people by whom this union is at the top position in Asia.

,

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First hand is of farmers, without whom the organization would not have existed.

Second hand is of processors, who process the row material (milk) into finished

goods.

Third hand is of marketer, without whom the product would have not reached the

customers.

Fourth hand is of customers, without whom the products would have not carried

on.

Major Products of Amul

Amul Butter Amul Litem Low fat, low Cholesterol Bread

Delicious Table Margarine Amul Cool Botteled Milk

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Amul Cool Café Kool Koko

Amul Cool Flavored Milk Amul Cool Chocolate Milk

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Amul /Sagar Pure Ghee Cooking Butter

Amul Ice-Cream Amul Shrikhand

Amul Lasse Amul Dahi

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Brief History of amul

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in

India. It is a brand name managed by an apex cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative

organization's success in the long term. It is one of the best examples of co-operative

achievement in the developing world. "Anyone who has seen ... the dairy cooperatives

in the state of Gujarat, especially the highly successful one known as AMUL, will

naturally wonder what combination of influences and incentives is needed to multiply

such a model a thousand times over in developing regions everywhere. ”The Amul

Pattern has established itself as a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India, which has made India the largest

producer of milk and milk products in the world. It is also the world's biggest vegetarian

cheese brand.

Amul is the largest food brand in 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 markets such as Mauritius, UAE, USA, Bangladesh,

Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to

enter Japanese market in 1994 had not succeeded, but now it has fresh plans of

flooding the Japanese markets. Other potential markets being considered include Sri

Lanka.

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Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind

the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha

Union, was elected chairman of GCMMF.

Amul The origion

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 Vallabh bhai 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 4 th January 1946. He

advised the farmers to form a society for collection of the milk.

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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.

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the

Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the

'White Revolution' in India. It began with two village cooperatives and 250 liters of milk

per day, nothing but a trickle compared to the flood it has become today. Today Amul

collects processes and distributes over a million liters of milk and milk products per day,

during the peak, on behalf of more than a thousand village cooperatives owned by half

a million farmer members.

Further, as Ganga- ma carries the aspirations of generations for moksha, Amul too has

become a symbol of the aspirations of millions of farmers. Creating a pattern of

liberation and self-reliance for every farmer to follow.

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Amul has demonstrated that farmers’ cooperatives can employ professionals, make use

of modern technology, and harness market forces to serve their ends without disturbing

the agro-system. To be a small producer is no more a disadvantage. In co-operative

dairying there is a greater chance of rural development leading to the empowerment of

the poor and the lowly.

Education: - The Union maintains a constant link with rural producers specially women.

The Union published a newsletter twice a month which carries write- ups in simple

Gujarati on animal husbandry, quality control of milk and the co-operative movement.

The Union continually guides and supervises the societies so that they remain efficient,

viable and strong.

Welfare Activities: -Two scholarships are given every year to outstanding children of

members or the union staff for professional courses. Under the Group Garmin

Personal Accident Policy the member and spouse are insured by the Union.

The union operates a continuous Co-operative Development programmed to upgrade

the knowledge of the members management committee, members of the village

cooperatives and its staff members. Regular ‘Gram Sabhas’ are organized in villages

where the main as well as satellite villages participate.

Women participation is encouraged. The Union has also developed an Internal

Consultant Group which educates the members, the management committee members

and the staff at the village co-operatives in modern systems of operating rural business,

maintenance of hygiene at all levels. Likewise they also established a “Sabhasad

Kalyan Fund” to meet the emergent needs of the community especially at the time of

natural calamities.

A Larger Responsibility :- The Kaira District Co-operative Milk Producers Union is the

pioneer. And it succeeded. It came to be regarded as a model. With this recognition

came larger responsibilities.

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When milk producers in other districts of Gujarat started their co-operatives, they

turned to Kaira Union for help and guidance. They drew on Anand experience in project

planning and execution.

The Ahmadabad Municipal Dairy (which has been taken over by the Gujarat Dairy

Development Corporation), the Gujarat Government’s Rajkot Dairy (which is now being

managed by the District Co-operative Union) and dairies of the Mehsana District Co-

operative Milk Producers’ Union Limited, Baroda district Co-operative Milk Producers’

Union Limited were among the projects executed with Kaira Union’s technical help. The

Kaira Union also started a training programme for dairy and animal husbandry

personnel.

The National Dairy Development Board (NDDB) was thus set up at Anand in 1965.

NDDB drew up the programme ‘Operation Flood’ to replicate Anand Pattern in various

milk sheds of the country. Implementation of the programme started in 1970-71. Heavy

reliance was placed on the expertise of the Kaira Union. In each area NDDB deployed

a spearhead team consisting of specialists who

were fully conversant with the Anand Pattern. The liaison between the NDDB

spearhead teams and the workers of the project area invariably started with a training

programme at Amul

The creation of more ‘Anands’ was recommended under World Bank projects in

Karnataka, Madhya Pradesh and Rajasthan also. In these projects as well, Kaira Union

served as a “live laboratory” and NDDB as the ‘multiplier’.

The Anand Pattern of co-operative dairying is now being replicated in all the States and

Union Territories of India. By March 31, 1999, there were 81,668 Village dairy co-

operatives established in 170 milk sheds, with a total membership Of 10.21 million

farmers. Similar co-operatives are being established for oilseed cultivators, fruit and

Vegetable farmers and for small-scale salt makers and tree growers.

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Amul is an embodiment of faith – faith in the ability of our farmers to break the shackles

of poverty and oppression and to create a socio-economic revolution in rural India. At

the same time, it had multidimensional impact on rural economy and society: -

generating higher income and employment opportunities, facilitating education,

enhancing nutrition levels, addressing gender issues and contributing to village-level

social amenities. Through the “Anand Pattern” diary cooperatives, our farmers

demonstrated to the world, the key to successful “Management of Development”. Diary

cooperatives have provided the farmers, a steady source of income, enhancing their

earning and enabling them to improve their standard of living.

Plant’s of Amul

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

powder, flavored milk and buttermilk.

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

Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattle feed.

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Fourth plant is at Khatraj, which engaged in producing cheese.

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The Start of a Revolution

The revolution started as awareness among the farmers that grew and matured into a

protest movement and the determination to liberate them. Over four decades ago, the

life of a farmer in Kaira District was very much like that of his counterpart anywhere else

in India. His income was derived almost entirely from seasonal crops. The income from

milch buffaloes was undependable. The marketing and distribution system for the milk

was controlled by private traders and middlemen. As milk is perishable, farmers were

compelled to sell it for whatever they were offered. Often, they had to sell cream and

ghee at throwaway prices. In this situation, the one who gained was the private trader.

Gradually, the realization dawned on the farmers that the exploitation by the trader

could be checked only if marketed their milk themselves. In order to do that they needed

to form some sort of an organization. This realization is whatvled to the establishment of

the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul)

which was formally registered on December 14, 1946.

The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An

assured market proved a great incentive to the milk producers of the district. By the end

of 1948, more than 400 farmers joined in more village societies, and the quantity of milk

handled by one Union increased from 250 to 5,000 liters a day.

Operation flood

The strategy for organized dairy development in India was actually conceived in the late

1960s, within a few years after the National Dairy Development Board (NDDB) was

founded in 1965. It rested on the Operation Flood programme, which was conceived by

the NDDB and endorsed by the government.

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Operation Flood is a unique approach to dairy development. During the 1970s, dairy

commodity surpluses were building up in Europe, and Dr Verghese Kurien, the founding

chairman of NDDB, saw in those surpluses both a threat and an opportunity. The threat

was massive exports of low-cost dairy products to India, which, had it occurred, would

have tolled the death-knell for India's staggering dairy industry. The large quantities that

India was already importing had eroded domestic markets to the point where dairying

was not viable. The opportunity, on the other hand, was built into the Operation Flood

strategy. Designed basically as a marketing project, Operation Flood recognized the

potential of the European surpluses as an investment in the modernization of India's

dairy industry. With the assistance of the World Food Programme, food aid - in the form

of milk powder and butter oil - was obtained from the countries of the European

Economic Community (EEC) to finance the programme. It was the first time in the

history of economic development that food aid was seen as an important investment

resource. Use of food aid in this way is anti-inflationary, it provides a buffer stock to

stabilize market fluctuations and it can be used to prime the pump of markets that will

later be supplied by domestic production. The overriding objective of all aid is, or rather

should be, the elimination of the need for aid. The use of food aid as an investment is

the most effective way of achieving this objective

. Operation Flood is a programme designed to develop dairying by replicating the Anand

Model for dairy development, which has stood the test of time for almost half a century.

The first phase of Operation Flood was launched in 1970 following an agreement with

the World Food Programmed, which undertook to provide as aid 126000 tones of skim

milk powder and 42000 tones of butter oil to finance the program me.

The programme involved organizing dairy cooperatives at the village level; creating the

physical and institutional infrastructure for milk procurement, processing, marketing and

production enhancement services at the union level; and establishing dairies in India's

major metropolitan centres. The main thrust was to set up dairy cooperatives in India's

best milksheds, linking them with the four main cities of Bombay, Calcutta, Delhi and

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Madras, in which a commanding share of the milk market was to be captured. In

achieving that goal, the first phase of Operation Flood laid the foundation for India's

modern dairy industry, an industry that would ultimately meet the country's need for milk

and milk products.

The second phase of the programme was implemented between 1981 and 1985.

Designed to build on the foundation laid in the first phase, it integrated the Indian Dairy

Association-assisted dairy development projects being implemented in some Indian

states into the overall programme About US$150 million was provided by the World

Bank, with the balance of project financing obtained in the form of commodity

assistance from the EEC.

The current, third phase of Operation Flood aims at ensuring that the cooperative

institutions become self-sustaining. With an investment of US$360 million from the

World Bank, commodity and cash assistance from the EEC and NDDB's own internal

resources, the programme envisages substantial expansion of the dairy processing and

marketing facilities; an extended milk procurement infrastructure; increased outreach of

production enhancement activities; and professionalization of management in the dairy

institutions.

Operation Flood, which was perhaps, world’s largest development programme, was

based on the rich experience gained from the Amul model, also popularly known as

‘Anand Pattern’. ‘Anand Pattern’ is an innovative three-tier organisation structure

combines the productive genius of farmers with professional management and modern

technology. The facilities at all levels are entirely farmer-owned. The cooperatives are

able to build markets, supply inputs and create value-added processing. Prompt and

remunerative payment for produce of good quality has ensured the best incentive for

the farmer to increase production and quality The three-tier “Anand Pattern’ structure

consists of a Cooperative Society at village level affiliated to a Milk Union at District

level and they are further federated into a Milk Federation at State level. The above

three-tier structure was formed in order to delegate responsibilities at various levels

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such that there is no internal competition and economics of scale is achieved The

Village Cooperative is the primary society under the three-tier structure. It has

membership of milk producers of the village (approximately 200 member milk producers

per village) and is governed by an elected Management Committee consisting of 9 to 12

elected representatives of the milk producers. The main function of this cooperative

society is to collect surplus milk from the milk producers of the village and make

payment based on quality and quantity. It also provide support services to the members

like Veterinary First Aid, Artificial Insemination Services, Cattle-feed sales, mineral

mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry

and Dairying, etc.

The district-level Milk Union is the second tier under the three-tier structure. It has

membership of Village Societies of the District and is governed by a Board of Directors

consisting of 9 to 18 elected representatives of the Village Societies. The main function

of the Milk Union is to process milk into various milk and milk products as per the

market requirement. The Union procures milk from the Village Societies of the District

and arranges for the transportation of raw milk from the villages to the Milk Union. It also

provides input services to the producers and other support to the village level societies.

The State-level Federation is the apex tier under the three-tier structure. It has

membership of Milk Unions of the State and is governed by a Board of Directors

consisting of one elected representative of each Milk Union. The main function of the

Federation is to market the milk and milk products, manufactured by Milk Unions. The

Federation establishes distribution network for marketing of milk and milk products and

maintains the supply chair network. It also provides support services to the Milk Unions

and members like Technical Inputs, Management support and Advisory services As a

direct consequence of ‘Operation Flood’ and the Amul model, India is now the leading

milk producer in the world, with a milk production of 91 million MTs/ annum. The

cooperative structure now touches the lives of 11 million farmer households across

India. In Gujarat itself, 2.4 million farmer households form a part of the large Amul

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family. Dairying has now become an attractive source of livelihood; bring prosperity and

economic development to rural India.

AMUL’S Secret of success

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:

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

economic system.

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.

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

harness its fruit for betterment.

Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its roles and

limitations.

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

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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.The village

society also facilitates the implementation of various production enhancement and

member education programs undertaken by the Union. The staff of the village societies

has been trained to undertake the veterinary first-aid and the artificial insemination

activities on their own.

Ownership Pattern of AMUL

Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to

this there is total 1800 manpower in organization.

Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces

through competition in the Indian market by different companies. So that by advertising

and promoting its product GCMMF has become one of the leading dairies in India. In

western of India, GCMMF shares most of the market while in other parts of India it is

next so. But slowly and surely GCMMF is growing in sharing the market with other

competitors. Now there is machinery around Rs. 1500 lakh which is to be in expansion

with higher advanced machinery to Rs. 1600 lakhs.

Accumulated members share capital in union is Rs. 553,935,000 this share capital is

deposited in Amul bank account in the name respective member dairy co-operative

societies.

Information about competitors

The Indian market is dominated by a large number of small local manufacture

and regional players. There are an estimated 150 manufactures in the organized

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segment which account for 30-40% of sales and about 1000 units in the unorganized

segment of the market. They have also competitor in the market. They felt very tuff

competition in our country and outing countries.

Enter into Retailing

Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours

created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and

Surat. Amul has plans to create a large chain of such outlets to be managed by

franchisees throughout the country. We have created Amul parlors at some prominent

locations in the country, which are run by the company or its wholesale dealers.

31

Amul Utterly Delicious" parlors are an excellent business opportunity for investors,

shopkeepers and organizations. In order to come closer to the customer, Company

have decided to create a model for retail outlets, which would be known as "Amul

Preferred Outlets"(APO)

Criteria for selecting APO

1. The criteria for selection of APOs would be -

a. Visibility - How prominent is the location of your shop?

b. Shop area: 100 - 300 sq. ft.

c. Good Business potential

d. Exclusive Amul outlet - no other products

e. Willingness to sell the entire range of Amul Products

f. Creditworthiness and past business experience.

On inquiry - our Field force would visit your site. He/She would fill the APO proposal

form with your passport size photograph. You would require:

i. Shops and Establishment license

ii. Layout of the shop and frontage - The layout of the shop designed by a

local architect/local contractor.

iii. 2 Passport size photographs

32

Renovation Work of the Shop to give it a standard look - would be done to meet the

design and specifications at your cost. The cost of renovation of a typical shop would

normally be between Rs. 60,000 to Rs. 1 lack.

1. Branding- The APOs would be branded as "Amul Utterly Delicious". The cost of

the signage fabrication and installation would be borne by GCMMF office

operating in your region.

2. Equipment- You would require the following equipment:

a. 1or 2 deep freezers can be purchased through Hamara Apna Deep

Freezer Scheme

b. 1 Refrigerator through Hamara Apna Refrigerator Scheme

c. 1 pizza oven

d. 1 Chest Milk Cooler for Pouch Milk.

e.

3. Security Deposit- You would be required to furnish an interest free refundable

security deposit of Rs. 25,000 to us. An amount of Rs. 5000/- would be deducted

towards refurbishing the signage, in the event of closure of APO before 3-year of

operation.

4. Supplies- The delivery of products would be done through our wholesale dealers

5. We feel that the shop has good potential, and needs support in the initial days,

we can offer additional margins up to maximum of 1% on dairy products and 2%

on Ice cream. The additional margin shall be target based and shall be given in

kind. The support at best would be given only for he first year of business.

33

Achievements \ awards

Amul a co-operative society and its co-operation has led many different awards in its

favor.Magsaysay award for community leadership presented in manila,Philippines to

Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: “Padmabhusan” award given to Shri T.K. Patel

1965: “Padmshri awarded was given to V. Kurien, general manager, by the

president of India

. 1987: “Best Productivity” awarded by national productivity council for the year

1985-86 awarded to Amul dairy.

“Best Productivity” awarded for the second successive year 1986-87 by the

president of India, Mr. R. Venkatrao to kaira union.

1993: “ICA” Memenoto towards genuine and self sustaining co-operative

worldwide ICA regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award.

34

Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP

Certificate and effects are got to obtain ISO 14000.

Five stages of customer Bonding

This bond results from effective one-on-one communication, mutually beneficial

interaction, the company's genuine interest and involvement in the customer's life and

lifestyle, a combination of customer allegiance and company advocacy, and a shared

sense of purpose.

Customer loyalty develops from personal relationships and trust between the company

and the customer over time. This includes keeping customers involved throughout the

product lifecycle as well as developing products and/or services to meet changing

customer needs and desires.

AWARENESS

The art of earning customer "share-of-mind" involves creating an impression of

personal identification with the products and/or services.

This first stage, awareness, represents the weakest aspect of a relationship

because it is non-interactive and depends entirely on the customer's perception.

35

IDENTITY

The identification stage occurs when a potential customer asks the question,

"What's in it for me?"

A customer identifies a product of service as meeting one or more important

personal needs, such as self-fulfillment, status, or belonging.

A customer may perceive the company as having values and preferences similar

to his own and begin to form a relationship with the company.

RELATIONSHIP

At this stage, the customer receives the benefit of products and/or services

tailored specifically to his individual needs (at least as nearly as the company can

provide).

Once a customer interacts with the company, repeated experiences of individual

customer satisfaction take on significant importance.

Customers expect that products will work and that they will receive good service.

Customer delight results largely from how a product is sold and is serviced as

well as how the company responds to inquiries and solves problems.

COMMUNITY

36

Customer bonding requires high levels of effective interaction When the company

integrates its products and services into the life and lifestyle of its customers,

communal bonding occurs.

The community relationship stage achieves an integration of values, preferences

and priorities between customer and company where each derives mutual

benefit. Companies that achieve this type of loyalty consistently delight their

customers.

ADVOCACY

At this advanced level of customer bonding the company services as an

advocate for the customer, and the customer shows an allegiance to the

company; word-of-mouth advertising flourishes. company; word-of-mouth

advertising flourishes. now can encourage buyer-get-a-buyer programs through

appropriate incentives, it must be prepared to follow through professionally to

make new recruits feel as valued as the advocates who recommended them.

Consumer Behaviour

The term consumer behavior refers to the behavior that consumer displays in

reach for purchasing using, evaluating & disposing of products & services that they

except will satisfy their needs.

Consumer Research

37

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both felt &

unfelt needs, to learn how consumers. Perceive product & brand & stores. What their

attitudes are before and after promotional campaigns & how & why they make their

consumption decision.

Consumer Satisfaction

All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more on the

customers. That is, it will be the customer who will decide where the firm is heading.

Thus the challenge before the marketer is to ensure that they should satisfy every

customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers to the

buyers state of being adequately rewarded in a buying situation for the sacrifices he has

made one the customer purchase & use the product they may then become either

satisfy or dissatisfied.

The result of satisfaction to customer form the purchase of the product orservices is that

more favorable post-purchase attitude, higher purchase intention & brand loyalty to be

exhibited that the same behavior is likely to be exhibited in a similar purchasing

situation. The term ‘consumer’ is a typically used to refer to someone who regularly

purchase from a particular store or company.

Customers are people who are happy with the product & services & arewilling to come

back & pay for it again.

Today the firms aim to give satisfaction to the customer through marketing concepts.

The firm try to help the buyers in the solving the problem then competitors. The

marketers must see that consumers with purchasing power constitute a potentials

38

buyers are identified. It is essential for the marketer to carry out the business in such a

way that they give satisfaction to consumers needed. When a firm markets a product or

service it should aim to enjoy consumer’s satisfaction & profit maximization.

Concept & Need for Studying Consumer Behavior

Consumer behavior can be said to be the study of how individual make

decision on how to spend their available resources (time, money, effort) on various

consumption related items. This simple definition of consumer behavior tells the

markets to resolve every activity around the ultimate consumers & gauge their behavior

by specially focusing on.

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often they buy them?

Why do they buy them?

How often they use them?

These questions will help in understanding better what factors influences the decision

making process of the customers. The decision making process identifies the number of

people who are involve in this process & describes a role to them like users, decides,

influences & buyers.

39

It is believed that consumers or customers make purchase decision on the basis of

receipt of a small number of selectivity chosen pieces of information. Thus it will be very

important to understand what & how mush them to evaluate the goods & services

offerings.

Customer Expectation

Customer expectation through look realistic is very often build upon on a very high

platform. Then the quality of the product or services may not match the expectation.

This again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the marketing

decision maker could adopt approaches wherein he can classify market in relation to

the degree of opportunity to deliver customer satisfaction. He could establish itself

common factors & them evaluate each market opportunity against these. The most

probable factors which influence consumer’s behaviors are:

Market size

Rate of growth of the market

Stability or demand

The due importance attached to price by the consumers before making a

purchase decision.

Consumer emphasis & the due importance given to the quality aspect.

The consumers desire for product innovation.

The level of competition (inclusive of both existing & potential

competitors)

40

The firm’s competitive strengths in terms of price & product.

Expectations at the general level like are quality, durability,

reliability, style, etc.

Feedback

Many of the companies are entrusting their customers to give a feedback & use

this as a means of maintaining regular contact & dialogue, having realized the

importance of obtaining a feedback the consumers. Rather than avoiding comment,

companies are encouraging their customers to talk, as mention above, feedback helps

them, market firm to get on idea of the customers view point on their product or services

& more important is that this information will help them to take action & deal with any

problem immediately.

Brands:

Brands were originally developed as labels of own ship: Name Term Design and

Symbol. However, they today it is what they for people that matters much more,

powerful brands can drive success in competitive and financial markets, and indeed

become the organization’s most valuable assets.

Brand Loyalty:

It has been proclaimed by some to be the ultimate goal of marketing. In

marketing, brand loyalty consist of a consumer’s commitment to repurchase the brand

and can be demonstrated by repeated buying of a product or service or other positive

behaviors such as word of mouth advocacy. True brand loyalty implies that the

41

consumer is willing, st least on occasion, to put aside their own desires in the interest of

the brand.

Customer Focus:

Many companies today have a customer focus (or customer orientation). This

implies that the company focuses its activities and products on consumer demands.

Generally there are three ways of doing this: the customer driven approach, the sense

of identifying market changes and the product innovation approach.

In the consumer driven approach, consumer wants are the drivers of all strategic

marketing decision. No strategy is pursued until it passes the test of consumer

research. Every aspect of a market offering, including the nature of the product itself, is

driven by the needs of potential customers. The starting point is always consumer. The

rationale for this approach is that there is no point spending R&D funds developing

products that people will not buy. History attested to many products that were

commercial failure in spite of being technological breakthroughs.

Customer Loyalty:

“It takes a lot less money to increase your retention of current than to find new

ones but I know I don’t give it as much effort as I should because it does take a lot of

energy and effort”.

42

Objectives of Study

And

Research Methodology

43

OBJECTIVES

1) To identify the factors responsible to purchase products.

2) To know the quality perception of the respondents

3) To know the consumer awareness about products.

Research Methodology

Research design - Exploratory

Sample Size - 80

Data Collection Method – Survey

Research Instrument - Questionnaire

Types of Questions - Close And Open ended44

Area Covered - Udaipur.

Data Collections

Primary Data

Primary data are collected from questionnaire

Secondary Data

Research Methodology

The objective of present study can be accomplished by conducting a systematic market

research. Market research is the systematic design ,collection, analysis and reporting

of data and finding that are relevant ton different marketing situation facing the company

the marketing research process that will be adopted in the present study will consist of

following stages.

What is research?

Research is a common parlance which refers to search for knowledge . One can define

research as a scientific ans systematic search for per pertinent. Research is of great

importance to find out the nature extent and cause of the research issue under study.

Research methodology is the process in which various steps that are generally adopted

by a research are out lined.

RESEARCH PROCESS

Setting of Objective

45

Setting the area under the study

Design the method of data

Defining the sample size

Collection of data

Interpretation and analysis of collection data

Deduction and conclusion

Preparation research design

A research design is the arrangement of the condition for collection and analysis of

data. Actually it is blue print of research project.

The research design as follows:

Exploratory Research

Exploratory Research is the study which is also termed as formularize research

studies. The main purpose of study is that of formulating a problem for more precise

investigation or of developing the working hypothesis from an operational point of

view.

The factor of Exploratory Research is as follows:

1. Search of Primary and Secondary data

2. Survey of Respondents selected

Conclusive Research

While doing conclusion oriented research a researcher is free to pick up a problem

redesign the enquiry as he proceed and is prepared to conceptualize as he wishes .

46

The conclusive research is:

1. Survey method

2. Questionnaire method

Descriptive research:

Descriptive research includes surveys and fact findings enquiries of different kinds. The

major purpose of Descriptive research is description of the state of affairs as it exists at

present.

Data sources

PRIMARY DATA – The primary data are those, which are collected for the first time

hence they are fresh and thus happens to be original in character. Primary data pertain

to demographic and socioeconomic characteristics of the consumer, attitudes and

opinion of the respondent, their awareness and knowledge and other similar aspect

SOURCES OF PRIMARY DATA COLLECTION

Observation

Interviews

Opinions

The primary data for the present research work was obtained through the

observation

SECONDARY DATA - It includes those data, which were collected for some earlier

research work and are applicable in the study the researcher has presently undertaken. The

data collected from the websites and books was good enough to be included in the study

analyzed and concluded.

47

SOURCES OF SECONDARY DATA COLLECTION

Internet.

Company Website.

Other Websites

Books

Journals

Newspaper

Market Segmentation

The Market Segmentation was done keeping in mind that what types of customer were

available in the market. These segments are namely:

Business Class

Service Class

Business Class

All the people who are running their own business example owner of marble unit,

Departmental store, Architecture and Agriculture business etc. were approached.

Service Class

All the people who are employed either by the central or state govt. of India or private

sectors example employees who are working in P.W.D. MTNL, Educational department,

students and professionals.

Sample Design:

Sample Design refers to the technique as the procedure that a researcher would adopt

in selective item for the sample

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Target population

The universe for the research is Udaipur city.

Sample size:

The size of the sample is an important element in the research process as it has a direct

effect on the result of the research. As a size of sample increases, accuracy and

reliability of the research result also increases.

Data Analysis

And

Interpretation

49

Data Analysis and Interpretation

The analysis and interpretation of the data involves the analyzing of the collected data

and interpretation it with pictorial representation such as bar charts, pie charts and

others.

Gender:

Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male

and female. Gender classification is required to marketer because different gender

exhibit different perception towards products. In classification of gender the following

number is used to know their perception.

Customer Based On

Gender

Male 42

50

Female 38

Interpretation:

60% of the respondents are male and 40% of the respondents are female. From the

above table we can conclude that, the majority of the respondents were belongs to male

group.

Occupation:

Occupation is also influences a person’s consumption pattern. A blue collar worker will

buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk products

51

are purchased by various occupants. The following occupants of the respondents are

classifies for the data collection.

Analysis of Occupation of Respondents

Respondent Self

employed

professionals House

wife

Students Total

Male 18 12 - 12 42

Female 8 6 15 9 38

Total 26 18 15 21 80

Interpretation:

32.5% Respondents are self employed,22.5% are professionals,19% are house wife’s

and 26% are students.

52

Figure 2 - Represent occupation of the Respondents

Purchase Factor:

Identification of various factors plays a vital role in consumer behavior study. The

various factors such as quality, price easy available etc. is influencing lot and influences

positively. The following data reveals impact of these factors which influence to the

consumers to buy of Amul Milk and Milk products.

Analysis of Factors to buy Amul Products

Respondents

Factors

Quality

Male

20

female

16

Total

3653

Price

Easy

Available

15

7

14

8

29

15

Total 42 38 80

Interpretation:

. On the basis of gender: Regarding quality, 42 male respondents out of 20

respondents prefer quality. Out of 38 female respondents 16 prefer quality.

Quality ranks 1st in sample. Regarding price, out of 42 male respondents out of 15 male

prefer these products to its prices. Out of 38 female respondents 14 prefer to its prices.

Regarding its location, 42 female respondents out of 7 male respondents prefer to its

easy availability and 38 female respondents out of 8 female prefer to its easy

availability.

54

Figure 3 – Represent the buying factors of amul products.

Quality:

Company has two responsibility in a quality centered. First, they must participate in

formulating strategies and policies designed to help the company win through total

quality excellence. Second they must deliver marketing quality alongside production

quality. This helps to company to attract more number of customers to their products.

Hence I try to collect information related to quality of AMUL Milk & Milk products.

55

Opinion of Respondents Regarding Quality

Respondents

Criteria

Freshness

Taste

Thickness

Male

21

12

9

Female

14

16

8

Total

35

28

17

Total 42 38 80

Interpretation:

On the basis of gender: Regarding freshness, 42 male respondents out of 21

respondents says these products have freshness. Out of 38 female respondents 14

says these products have freshness.

Freshness ranks 1st in sample. Regarding taste, out of 42 male respondents out of 12

male prefer these products to its taste. Out of 38 female respondents 14 prefer to its

taste. Regarding its location, 42 female respondents out of 9 male respondents prefer to

its thickness and 38 female respondents out of 8 female prefer to its thickness.

56

Figure 4 – Represent the criteria regarding quality.

Information:

Information of products should be reached to the customer ,for this companies use

various options and customer also try to get knowledge from various sources.

57

Information About Amul Products

Interpretation:

As per data, 25% respondents get the information from friends/ family, 18% from Direct

mailers, 35% from T.V. Ads and 22% respondents get information from press ads.

58

Source Male Female Total

Friend/Family

Direct Mailers

T.V. Ads

Press Ads

12

8

12

10

8

6

16

8

20

14

28

18

Total 42 38 80

Figure 5 – Represent information about products

Price:

Price is an important factor because when customers go for purchasing products they

prefer those products that are qualitative and economic than compititors products.

59

Price of Amul Products Compare to Copmpititors Products

Interpretation:

As per data here 24% respondents says that price of amul products are high than

competitors products, 32.5% says prices are average, 27.5% says prices are same, and

16% says prices are less than competitors products.

60

Price Male Female Total

High

Average

Same

Less

8

14

12

8

11

12

10

5

19

26

22

13

Total 42 38 80

Figure 6 – Represent prices as compare to other compititors products

Purchase duration:

Repeat purchase will help to know the customer loyalty towards Amul Milk & milk

products. When consumer repeatedly purchases the product it is understood that they

are satisfied with the products. The following data show the various statuses of the

respondents

61

Purchase Duration of Amul Products

Interpretation:

As per the data gathered from 80 respondents, 42 male respondents out of 10 male

respondents buy Amul products daily.38 female respondents out of 15 female

respondents buy daily. 17 male respondents and 11 female respondents buy weekly.

8 male respondents and 7 female respondents buy occasionally.

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Duration

Male Female Total

Daily

Weekly

Monthly

Occasionaly

10

17

7

8

15

11

5

7

25

28

12

15

Total 42 38 80

Figure 7 – Represent purchase duration of buyers.

Purchasing place:

Purchase place is also important factor to know where users choose their purchase

point. This helps to marketer to design various promotion and Distribution programme.

The data is collected to know the various purchase place and availability.

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Avalability of Amul Products At Dealor Shop

Interpretation:

84% of the respondents said that they are getting AMUL Milk & Milk products easily.

16% of the respondents disagree with the easy available of AMUL Milk & Milk products.

From the above table we can conclude that majority of the respondents getting the

AMUL Milk & Milk products easily from the dealers or retailers.

figure 8 – Represent dealors availibility

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Easy

Available

Male Female Total

Yes

No

37

5

30

8

67

13

Total 42 38 80

Value for money:

Consumers always think while paying price to the products such as how much we are

paying towards products and how much we are getting. This data is gathered to know

what value they are receiving from the AMUL Milk & Milk products.

Analysis of Value paid for money by Respondents

Interpretation:

70% of the respondents feel that they get the value for money they paid. 30% of the

respondents feel that they are not getting the value for money what they paid.

From the above table we can conclude that majority of the respondents are agreed that

they are getting the value for money they paid.

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Response

Male Female Total

Yes

No

31

11

25

13

56

24

Total 42 38 80

Figure 9 – Represent value for money paid.

Promotional Activity:

Promotional activities are done by many companies because when they come with new

products in the market or they want to go in new target market, they do promotional

activities for captuering target market. Many customer buy products after watching

these activities. Due to this activities companies can directly contact with their potential

customer.

66

Affect Promotional Activity for Purchasing

Interpretation:

As per data gathered from 80 respondents, 52% respondents says that their

purchasing affect from promotional activities, and 48% says that promotional activities

does not affect their purchase.

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Affect Male Female Total

Yes

No

18

24

23

15

41

39

Total 42 38 80

Figure 10 – represent the effect of promotional activity

Opinion Towards Products:

The behavior of users after his commitment to a product has been collected with

respect product and terms of satisfaction with rating scale. The following are the data

obtained related to AMUL Milk & Milk products.

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Rating of Amul Products

Interpretation:

26% of the respondents rated that AMUL Milk & Milk products are

Excellent. 44% of the respondents rated as good, 20% of the respondents rated as

Average Quality. 10% of the respondents rated that AMUL Milk & Milk products are

Poor.

From the above table we can conclude that majority of the respondents

rated AMUL Milk & Milk products are of Good Quality

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Opinion Male Female Total

Excellent

Good

Average

Poor

11

20

8

3

10

15

8

5

21

35

16

8

Total 42 38 80

Figure 11 – Represent rating given to products

Satisfaction given by amul products

Satisfied With Amul Products

Opinion

Male Female Total

Yes

No

33

9

30

8

63

17

Total 42 38 80

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Interpretation:

From above data 78% respondents are satisfied after buying amul products and 22%

says that they are not satisfied.

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FINDINGS, SUGGESTIONS AND CONCLUSIONS:

Findings:

This chapter is including in my survey findings, suggestions and

conclusions of my study. First I would like to present my survey

findings. The main findings of my survey are as follows:

It is findings in the survey As per the data, 40% of female and 60% of

male makes purchase decision.

Based on the occupation of the customer, it is found in the survey that

19% are the housewives and 22.5% are from various occupations such

as a businessman, employee, etc. rest are the students. for the Amul

Milk & Milk products.

The main purchasing factors for the Amul Milk & Milk products are

Quality and Brand image and price. The data reveals that 45%

influences on Quality and 36% influenced for the price.

. 88% of the total respondents are using product since from a long

time..

Overall opinion of the product performance data reveals that Amul

product satisfies 78% of the respondent and 22% respondent’s opinion

is average.

It is found in the survey that 13% of the total respondents are

dissatisfied

On dealer’s services.

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SUGGESTIONS

Milk and milk product purchase decisions are more decided by male rather than

female, because he act as a invigilator, execute his decision and influence the

same to the purchase while ascertaining the quality, freshness and price. Hence,

I suggest Amul co-operative society to concentrate more on the women and men

suggestions for designing the marketing strategy, because women’s role in the

house is dominant, even in the various decisions

Occupation of the user influences the purchase decisions. The particular

occupation plays a vital role in deciding the product or services. Women segment

are influencing more on milk and milk products. Therefore, an occupation is the

factor influencing the product.

Income of the people decides the purchasing power. The high income prefers to

purchase product with the quality, freshness, thickness, etc. and vice versa. So I

suggest Amul to concentrate also on low income segment to capture market and

position themselves in the minds of the customer with required quality and quality

milk and milk products.

Quality and Brand Image plays a dominant role. Milk and milk products move in

the market due to its quality and brand. Therefore it should maintain the same.

Since Amul is having loyal customer it should concentrate more on this factor

through various potential programmes such as campaign, premium packs, offers

etc., this helps to increase the loyalty towards the Amul products.

As only 22% of the total respondents are dissatisfied which is quite a large

percentage and this may influence negatively and increase the rate of switch

over. Hence I suggest management to concentrate on few product quality, shelf

life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a

greater extent.

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Milk and milk product are having high demand and it is considered as a very

essential products. In present practice, purchase of milk and milk products is

through dealers. In this connection dealers approach towards the product.

Conclusion:

From the survey conducted it is observed that Amul milk and Milk products has a

good market share.

From the study conducted the following conclusions can be drawn. In order the

dreams into reality and for turning liabilities into assets one must have to meet

the needs of the customers.

The factors considered by the customer before purchasing milk are freshness,

taste, thickness and easy availability.

Finally I conclude that, majority of the customers are satisfied with the Amul milk

and Milk products because of its good quality, reputation, easy availabilities.

Some customers are not satisfied with the Amul Milk & Milk products because of

high price, lack of dealer services, spoilage and low shelf life etc. therefore, if

slight modification in the marketing programme such as dealers and outlets,

promotion programmers, product lines etc., definitely company can be as a

monopoly and strong market leader

Amul has also to take care of its competitors into consideration and more

importantly its customers before making any move.

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APPENDIXQuestionnaire

Vijay Paliwal, student of second year MBA (Marketing ) of the Pacific Institute of Management, I am doing research project on “Customer Satisfaction Towards AMUL Milk & Milk products” at Udaipur City.

1. Personal Profile A) Name

B) Address

c) Sex Male: ( ) Female: ( )

D) Age: [ ]

E) Occupation:

1) Self Employed [ ] 2) Professional [ ]

2) House Wife [ ] 4) Student [ ]

2. Which Product are you Buying of amul?

3. What is the most important factor that matters while buying an Amul product?

a) Quality [ ] b) Price [ ] c) Service [ ]

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4. How did you come to know about the Amul product?

a) By friend / family [ ] b) Direct Mailers [ ]

C ) Press Ads [ ] d) T.V. Ads [ ]

5. Which configuration would you decide on while buying an Amul product?

a) Intermediaries [ ] b) Standard [ ] C) Latest / Advanced [ ]

6. Are you satisfied with the quality of the product?

a) Yes [ ] b) No [ ]

7. Do you think the price of Amul product is high / low compared to competitor’s Products ?

a) High [ ] b) Average [ ] c) Same [ ] d) Law [ ]

8. How often do you buy this product of Amul?

a) daily [ ] b) weekly [ ] c) monthly [ ] d) occasionally [ ]

9. What is your opinion about the performance of Amul product?

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a) Out standing [ ] b) excellent [ ]

C ) good [ ] d) Average [ ]

10. Do the various schemes / promotional activities affect your purchase plans?

a ) yes [ ] b) No [ ]

11. Suggetion ( if any )

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78