APROJECT REPORT

ON

“FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS AMUL BUTTER IN COMPARISON TO GOWARDHAN BUTTER AT PUNE CITY WITH REFERENCE TO GUJARAT CO-

OPERATIVE MILK MARKETING FEDERATION LIMITED, , PUNE”

Project Report submitted to University of Pune, Pune In partial Fulfillment for the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By

Under the Guidance of

MBA (Marketing & HR), BBA

Through

JSPM’S

“ INSTITUTE OF

MANAGEMENT & RESEARCH”

, PUNE

(2010-12)

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DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “FACTORS

AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS AMUL

BUTTER IN COMPARISON TO GOWARDHAN BUTTER AT PUNE CITY”

written and submitted by me to the University of Pune, in partial fulfillment of the

requirements for the award of degree of Master of Business Administration under the

guidance of Prof. is my original work and the conclusions drawn therein are based on

the material collected by myself.

Place: Pune

Date: Research Student

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ACKNOWLEDGEMENT

My first thanks to all those people who helped me during the training and completion of

this project report. The list of such people is indeed exhaustive but a need special

mentioning.

Iam thankful to ‘ (Sales Executive), who helped me in challenging my thoughts for the

keen interest shown during the preparation of this report and thankful for giving me an

opportunity to work in their esteemed organization. Also thankful to ‘ (Sales), who

helped me during the project preparation.

I take this opportunity to extend my gratitude for co-operation; professional guidance

and useful help tips provided to me by guide ‘Prof. without whose help the project

would not have been completed. I would like to express my profound gratitude to Dr.

(Director, )

Iam thankful to all my friends for their valuable advice and guidance during preparation

of this project.

-

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EXECUTIVE SUMMARY

In today’s competitive world while entering in the market it is very necessary to have

good knowledge of the potential of a particular market. The information regarding the

activities of competitor’s existing in the market so that we can plan our each activity

according to that. It is also necessary to retain the existing customers apart from

attracting the new customers.

The Project is concern with the market analysis of consumer buying behaviour towards

Amul butter in comparison with Gowardhan butter in Pune city the project included as

part of MBA programme and the project is done from 8th May to 8th July 2011.

The title of the project is “FACTORS AFFECTING CONSUMER

BUYING BEHAVIOUR TOWARDS AMUL BUTTER IN COMPARISON TO

GOWARDHAN BUTTER AT PUNE CITY from Gujarat Co-operative Milk Marketing

Federation (GCMMF), Wagholi, Pune”.Primary objective of study was to find factors

affecting consumers buying behaviour towards Amu butter. And the secondary

objective was tomake a comparative analysis between Amul and Gowardhan butter with

reference to other players in the market, to find out the reasons for purchasing butter, to

know the usage of butter and to know the frequency and source of information for

purchasing Amul butter.

Research type was descriptive. The research was done through consumer survey. I have

collected the primary data through questionnaire which was filled by me with questions

to customers. Questions were both open and close ended. Most of the secondary data

was collected from website www.amul.com and www.gowardhanindia.com. Sampling

done is nonprobability sampling. The type of sampling method was convenience

sampling

In Pune region there are around more players in of butter manufacturer. Those are like

Amul, Gowardhan, Britannia, Nutralite, etc. and many other local brands. As per the

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findings Amul is the Market leader and having more than 75% market share. Awareness

of Amul butter among the consumers is high because it brand awareness in the public

from to many years.

The data analysis has done area wise. It gives idea about the competitors of Gowardhan

butter. It gives information regarding their market share.

It was concluded that Amul butter has a high potential in the market and

it is the known to its customers but still its acceptance is comparatively good as other

competitors present in the market, because perception of customers towards the product

is best, most of the consumer continuously using other brand and they use mostly in

their day to day breakfast like to use butter on bread and to make pavbhaji.

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INDEX

CHAPTER NO. TITLE PAGE NO.

1. INTRODUCTION 1

2. COMPANY PROFILE 8

3. OBJECTIVES & SCOPE OF STUDY 26

4. RESEARCH METHODOLOGY 28

5. DATA ANALYSIS & INTERPRETATION 36

6. FINDINGS 52

7. CONCLUSION 54

8. SUGGESTIONS 55

9. LIMITATIONS 56

10. ANNEXURES

BIBLIOGRAPHY

QUESTIONNAIRE

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I NTRODUCTI ON

Concept:

FOOD INDUSTRY

The food industry is the complex, global collective of diverse businesses that

together supply much of the food energy consumed by the world population. Only

subsistence farmers, those who survive on what they grow, can be considered outside of

the scope of the modern food industry. India is the world's second largest producer of

food next to China, and has the potential of being the biggest with the food and

agricultural sector. The total food production in India is likely to double in the next ten

years and there is an opportunity for large investments in food and food processing

technologies, skills and equipment, especially in areas of Canning, Dairy and Food

Processing, Specialty Processing, Packaging, Frozen Food/Refrigeration and Thermo

Processing. Fruits & Vegetables, Fisheries, Milk & Milk Products, Meat & Poultry,

Packaged/Convenience Foods, Alcoholic Beverages & Soft Drinks and Grains are

important sub-sectors of the food processing industry.

A health food and health food supplement is another rapidly rising segment

of this industry which is gaining vast popularity amongst the health conscious. The food

industry is the complex, global collective of diverse businesses that together supply

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

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

modern food industry.

The food industry includes:

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

food production and sale, including food quality and food safety, and industry

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lobbying activities

Education: Academic, vocational, consultancy

Research and development: Food technology

Financial services: Insurance, credit

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

construction,

Agriculture: Raising of crops and livestock, seafood

Food processing: Preparation of fresh products for market, manufacture of prepared

food products

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

Opinion, through advertising, packaging, public relations, etc.

Wholesale and distribution: Warehousing, transportation, logistics

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

and food services.

Indian Dairy Industry -- A Profile:

India is the world leader in milk production with total volume of 115 million

tons. Driven by steady population growth and rising income, milk consumption continues

to rise in India. Dairy market is currently growing at an annual growth rate of around 7

per cent in volume terms. The market size of Indian dairy industry stands at around US$

45 billion. Since India’s population is predominantly vegetarian; milk serves as an

important part of daily diet. Indians use milk in various preparations such as in brewing

tea and coffee, in making yogurt or curd and in preparing many Indian dishes. For most

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households, milk is also a popular beverage due to its nutritional value.

 

In India, rural households consume almost 50 percent of total milk production.

The remaining 50 percent is sold in the domestic market. Of the share of milk sold in the

domestic market, almost 50 percent is consumed in fluid form, 35 percent is consumed as

traditional products (cheese, yoghurt and milk based sweets), and 15 percent is consumed

for the production of butter, ghee, milk powder and other processed dairy products

(including baby foods, ice cream, whey powder, casein, and milk albumin).

 

Most dairy products are consumed in the fresh form and only a small quantity is

processed for value addition. In recent years, however, the market for branded processed

food products has expanded. Although only around 2 per cent food is processed in India,

still the highest processing happens in the dairy sector, where 35 per cent of the total

produce is processed, of which only 13 per cent is processed by the organized sector.

Key facts

65 per cent of the milk is sold in “loose” form

Only 5 per cent of the milk is sold through retail chains

70 per cent is delivered to the homes by ‘milk agents’

Carton milk or packaged milk has been growing at 24 per cent annually

Most branded FMCG companies are keen on launching flavored dairy products

whose market size is pegged at US$ 166 million

Co – Operative Unions:

Backward integration of the process led the cooperatives to advances in animal

husbandry and veterinary practice. 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-

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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.

Recently the Indian cooperative movement got a much needed facelift. With

competition snapping at its heels, the sector which has been governed by arcane laws

until the recent past will see a special provision inserted in the companies Act, 1956. All

the cooperative unions will be re- christened cooperative companies; they will come

under the purview of the registrar of companies, instead of the registrar of cooperatives.

Dairy cooperatives account for the major share of processed liquid milk marketed in the

country. Milk is processed and marketed by 170 milk producer’s cooperative unions,

which federate into 15 state co-operative milk marketing federations.

The dairy board's programme and activities seek to strengthen the functioning

of dairy co- operatives, as producer-owned and controlled organizations. NDDB supports

the development of dairy co-operatives by providing them financial assistance and

technical expertise, ensuring a better future for India's farmers. Over the years, brands

created by cooperatives have become synonymous with quality and value. Brands like

Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka),

Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer

confidence.

Some of the major dairy cooperative federations include:-

Andhra Pradesh Dairy Development Co-operative Federation Ltd (APDDCF)

Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)

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Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)

Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)

Himachal Pradesh State Cooperative Milk Producers Federation Ltd (HPSCMPF)

Karnataka Cooperative Milk Producers Federation Ltd (KMF)

Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)

Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)

Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh)

Orissa State Cooperative Milk Producers Federation Ltd (OMFED)

Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)

Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)

Rajasthan Cooperative Dairy Federation Ltd (RCDF)

Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)

The Dairy Cooperative Network

Includes 170 milk unions

Operates in over 338 districts

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Covers nearly 1, 08574 village level societies

Is owned by nearly 12 million farmer members. Apart from making India self

sufficient in milk, these dairy co-operatives have established our country as the

largest milk-producing nation in the world.

Dairy Processing

The Dairy Technology Society of India was constituted to promote the linkage

between academia and industry aimed at exchanging views and providing a forum for

championing the cause of Dairy Education & Research at national and international

levels. Dairying is an instrument for change in social and economic status of people in

a country like India. Over the last four decades, there have been tremendous changes in

the dairy sector of this country.

India now occupies 1st position in milk production in the world. In the process of

attaining this distinction the Dairy Technologists of the country have played a

monumental role. In this age of liberalization and globalization, there will be renewed

focus on product diversification, value addition, quality improvement and export

promotion which will define a more challenging role for the professionals engaged in the

pursuit of Dairy Technology and allied sciences. Success in various developmental plans

by various states and national agencies have resulted in the modernization and building

up a vibrant dairy industry in India.

Availability of large number of milch animals and milk at the competitive prices

provides India certain strategic advantages globally. With the liberalization of economy

and access to better prices in the world market newer opportunities would be emerging in

the immediate future. Though we have occupied 1st position in milk production in the

world, our contribution to world trade is negligible. The gap can be bridged by value

addition and product diversification. The demand for value added foods is being driven

by the growing public understanding of the linkage between diet and health, and the

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interest in self- health maintenance, rising healthcare costs and advances in food

technology and nutrition.

Increasingly, medical and nutritional researchers have been linking food

component to disease prevention and health enhancement. Due to the today’s upward

consumer awareness and interest to follow healthy nutrition and dietary strategy for

achieving health benefits from foods beyond their basic nutritional value, the market for

value added foods has expanded manifolds. Today’s consumers are increasingly seeking

‘functional’ foods for their health and well being as means of nutritional intervention

in disease prevention. Dairy products enriched with the health attributes of functional

ingredients would be safe and viewed as potential novel foods for health promotion in

the next few years.

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PROFI LE OF THE ORGANI ZATI ON

Name: Gujarat Co-Operative Milk Marketing Federation Limited, Wagholi, Pune.

Address: Wagholi Warehousing, 2347. Pune Nagar Road,

Wagholi, Pune – 412207

Vision:

GCMMF will be an outstanding marketing organization, with specialization in

marketing of food and dairy products both fresh and long life with customer focus and

IT integrated. The network would consist of over 100 offices, 7500 stockiest covering

at leastevery Taluka. Head quarter servicing nearly 10 lakh outlets with a turnover of

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`.10, 000 Cr and serving several co-operatives. GCMMF shall also create markets

for its products in neighboring countries.

Mission:

We at GCMMF endeavor to satisfy the taste and nutritional requirements of

the customer of the world through excellence in the marketing by our committed team.

Through co-operative networking, we are committed to offering quality product that

provides best value for money.

History:

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

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

had suggested the brand name “AMUL”. Amul products have been in use in millions of

homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul

Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and

Amulya have made Amul a leading food brand in India.

Today Amul is a symbol of many things like of the high-quality products sold at

reasonable prices, of the genesis of a vast co-operative network, of the triumph of

indigenous technology, of the marketing savvy of a farmers' organization. And have a

proven model for dairy development (Generally known as “ANAND PATTERN”).

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

organic action’s success in the long term. It is one of the best examples of co-operate e

achievement in the developing economy "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 uniquely appropriate model for rural

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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

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 Unions making up GCMMF have 2.8 million producer members

with milk collection average of 10.16 million liters 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 did not succeed, but now it has fresh plans entering the Japanese

markets.

COMPANY INFORMATION:

The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is

the largest food products marketing organization of India. It is the apex organization of

the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy

cooperatives and our success has not only been emulated in India but serves as a model

for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat

have created an economic network that links more than 2.8 million village milk

producers with millions of consumers in India and abroad through a cooperative system

that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level,

affiliated to 13 District Cooperative Milk Producers' Unions at the District level and

GCMMF at the State level.

These cooperatives collect on an average 7.5 million litres of milk per day

from their producer members, more than 70% of whom are small, marginal farmers

and landless laborers and include a sizeable population of tribal folk and people

belonging to the scheduled casts. The turnover of GCMMF (AMUL) during 2008 -09

was 67.11 billion. It markets the products, produced by the district milk unions in 30

dairy plants, under the renowned AMUL brand dairy plants having processing capacity

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in excess of 1 million Litres per day. The farmers of Gujarat own the largest state of the

art dairy plant in Asia - Mother Dairy, Gandhinagar, and Gujarat - which can handle 2.5

million litres of milk per day and process 100 MTs of milk powder daily.

During the last year, 3.1 billion liters of milk was collected by Member Unions

of GCMMF. Huge capacities for milk drying, product manufacture and cattle feed

manufacture have been installed. All its products are manufactured under the most

hygienic conditions. All dairy plants of the unions are ISO 9001 -2000, ISO 22000

and HACCP certified. GCMMF (AMUL)'s Total Quality Management ensures the

quality of products right from the starting point (milk producer) through value chain until

it reaches the consumer. Ever since the movement was launched fifty-five years ago,

Gujarat's Dairy Cooperatives have brought about a significant social and economic

change to our rural people. The Dairy Cooperatives have helped in ending the

exploitation of farmers and demonstrated that when our rural producers benefit, the

community and nation benefits as well.

The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed

simply as a business enterprise. It is an institution created by the milk producers

themselves to primarily safeguard their interest economically, socially as well as

democratically. Business houses create profit in order to distribute it to the shareholders.

In the case of GCMMF the surplus is ploughed back to farmers through the District

Unions as well as the village societies. This circulation of capital with value addition

within the structure not only benefits the final beneficiary - the farmer - but eventually

contributes to the development of the village community. This is the most significant

contribution the Amul model co -operatives has made in building Nation.

Organizational Chart:

Organization Structure is divided into two parts:

External Organization Structure

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Internal Organization Structure

External Organization Structure

External Organization Structure is the organization structure that affects the

organization from the out side.

State Marketing Level Federation

District Milk Product Union Ltd. Village Milk

Product Union Ltd.

Villagers

As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is

a co- operative organization. The villagers of more than 10000 villages of Gujarat are the

bases of this structure. They all make village milk producers union, district level milk

producers union and then a state level marketing federation is established. The structure

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is line relationship, which provides easy way to operation. It also provides better

communication between two stages.

In tern al Organ ization Stru ctu re :

The following is internal organization chart of Amul: Organization Structure Chart

Chairman

Managing Director

General Manager

Asst. General Manager

Finance Production Marketing Sales & Purchase Personnel

Dept. Dept. Dept. Dept. Dept.

Senior Senior Senior Senior Senior

Manager Manager Manager Manager Manager

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Finance Production Marketing Sales Personnel

Manager Manager Manager Manager Manager

Accountant Officer Marketing Officer P.R.F

Executive

Officers Supervisor F.S.R. Salesmen Executive

A systematic & well-defined organization structure plays a vital role &

provides accurate information to the top-level management. An organization structure

defines a clear-cut line of authorities & responsibilities among the employees of

GCMMF. The Organization structure of Amul is well-arranged structure. At a glance a

person can completely come to know about the organization structure.

Amul is leaded by the director under him five branches viz. Factory,

Marketing, Accounts, Purchase, Human Resources Department. Factory department has

a separate general manager under him there are six braches viz. Production, Stores,

Distribution, Cold Storage, Quality, and Deep-freezing. This department takes care of the

factory work. Marketing department has regional senior marketing manager and under

him there is a regional manager. This department takes care of the marketing aspects of

Amul.

Accounts department takes care regarding accounts i.e. day-to-day work.

Under the accountant there is one clerk. Purchase department takes care regarding the

purchase of raw materials and many other things.

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Current status of the organization:

Taste of India crosses 2 billion dollar milestone

GCMMF which markets the popular Amul brand of milk and dairy products

crosses yet another landmark in its long and illustrious history. The results of the apex

body of the dairy cooperatives in Gujarat were declared on 21st June 2011, in the 37th

Annual General Meeting of GCMMF. The organization which symbolizes ‘taste of India’

achieved a historical milestone by crossing the 2 billion dollar mark. During the financial

year 2010-11, GCMMF registered impressive topline growth of 22.1%, achieving

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turnover of ` 9774 crores.

While commenting on the results, Shri Parthibhai G. Bhatol, Chairman,

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Future Plans of the Amul:

Expansion of distribution network, creative marketing, consumer education and

product innovation, we will leverage effectively on rising income levels and

growing affluence among Indian consumers.

Tapping the rising demand for new value -added products.

Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at

an annual growth rate of 4%.

Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our

village cooperative societies.

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Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the

peak flush season.

Satellite dairies with combined processing and liquid milk packaging capacity of

5O KPD will be established in major metro market

We plan to double to processing capacity of our dairy plants to 2O.7 million kg

per day, by 2O2O

Milk drying capacity will also be enhanced by 2OO MT's per day

Plan to expand our cattle feed manufacturing capacity, more than four times to

12, OOO MT's per day, by 2O2O.

Total investments envisaged for creating all the required infrastructure would be `.

2,6OO crores (26 billion) till the year 2O2O

We are expanding our processing and packaging capacity to meet growing

demands. For starters, we are setting up additional processing facilities in Delhi

and Mumbai. Currently, we lead the pack with the production of 50 lakh liters per

day."

Awards of Amul:

AMUL - THE TASTE OF INDIA (GCMMF) RECEIVES INTERNATIONAL CIO

100 AWARDS FOR RESOURCEFULNESS

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GCMMF is a winner of the prestigious international CIO 100 award from

IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organizations

around the world that excel in positive business performance through resourceful IT

management and best practices. This CIO International IT excellence Award has

recognized the Cooperative Movement & its Leadership under the "Amul" brand,

initiated by Dr. V Kurien, Milkman of India, who’s main Motto is to build Indian Society

economically & literally strong through innovative cooperative resourceful network, so

as to provide quality service & products to the end consumers and good returns to the

farmer members.

This award has also given direction that IT need to be encouraged & adopted

more & more at grass root level and bridge the digital divide through proper training, re-

training so as to bring radical change & benefit to the Indian society. It has also

recognized the Managing Director, Mr. B M Vyas, who has taken IT initiative by

setting the direction "GCMMF as IT Company in Food business". It has also inspired

all the employees of GCMMF Enterprise to sustain the challenges as a "Change Agent"

by excelling their IT skills in order to transform the people around them towards

IT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end

consumer). This award also motivated the each & every member dairy, Amul's wholesale

distributors, retailers, transporters and suppliers who have supported whole-heartedly the

IT initiatives of GCMMF.

Amul Bags International Dairy Federation Award:

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When we are about to celebrate Swarnim Gujarat, Amul has brought one more

laurel not only for Gujarat, but for whole of India At a celebratory gala dinner at the

Knight's Hall, Residenz Palace, Salzburg, Austria on 28 April 2010, attended by over 150

dairy industry representatives from all over the world Mr. Richard Doyle, President,

International Dairy Federation, presented an award to Shri Parthibhai Bhatol, Chairman,

and Dr. S. T. Desai, General Manager (Cooperative Services and Administration),

GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd.). The award was given

to GCMMF (Amul) for the best environmental initiative in the "sustainability category"

during the 4th Global Dairy Conference held from 27th April to 29th April 2010 at

Salzburg Congress Centre, Austria.

IDF, every year gives dairy innovation awards to its members in various

categories like brand and products, nutrition and health, sustainability, packaging,

ingredients and marketing. The inaugural awards programme attracted over 170 entries

from 29 countries in 12 categories, designed to reward and champion innovation and

excellence in the global dairy industry.

The award has been given to Amul by IDF for its environmental initiative for

tree plantation. . As a first step on 15th August 2007 the milk producers of more than

15,000 village dairy cooperative societies planted 18.9 lakh tree saplings across 19

districts of Gujarat, after the flag hoisting ceremony. Initially "One member, one tree

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plantation" was the basis. Inspired by the thumping success, they carried out similar

exercise on 15th August 2008 on "one member, three tree plantation" basis, in

which 52.74 lakh tree saplings were planted.

Rival:

Gowardhan, founded by Parag milk Foods Pvt. Ltd. in 1992, is one of India's

largest private dairies, with an output capacity of 1,000,000 liters per day. Located in a

lush green village called Manchar in Maharashtra (60 km from Pune), we pride ourselves

on owning the largest cow farm in India as well as Asia's largest cheese plant.

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Gowardhan manufactures dairy products that are not just 100% natural, but also

lighter and rich in calcium. That's because the milk, procured from its own cow farm - the

largest in Asia - is 100% natural cow's milk. What's more, the use of latest European

technology in our manufacturing units ensures superior quality and freshness of our

products, giving them the unique Gowardhan taste and flavor.

We are an ISO 9000 and AGMARK certified company, committed to

international standards of product quality. Our product portfolio includes Skim Milk

Powder, Whole Milk Powder, Ghee, Processed Cheese, Butter, Dahi, proprietary foods

like Dairy Whitener and Gulab Jamun Mix powder under the brand names of

"Gowardhan" and 'Go' ,all made from 100% fresh cow milk.

Infrastructure & Technology:

Our commitment to quality and innovation has resulted in huge investments in

infrastructure and technology. Our integrated dairy and cow farm at Manchar, is rapidly

scaling up to cater to the ever expanding circle of customers in India, who seek all-

natural, wholesome and delicious dairy products.

Dairy Plant, Manchar, Pune

The extensive range of our products is processed at this ultra modern dairy. Our

dairy plant is fully automated, of international standards and equipped with the best

European technology. Right from reception of milk to the finished product, we maintain

strict no-human-contact through the entire manufacturing process. Our plant churns out

1,000,000 litres of milk per day, has an output capacity up to 10 MT of butter, 25 MT of

ghee and 10 MT of dahi (yoghurt) and 65 MT of milk powder.

Motilal Oswal Venture invested `600mn in Parag Milk Foods

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Funds managed and advised by Motilal Oswal Venture Capital Advisors

Private Limited (“MOVCAPL”) and its associates, have invested Rs. 600 million in

Parag Milk Foods Pvt. Ltd (“Parag/ Gowardhan”), one of the fastest growing dairy in the

country and selling under the brand “Gowardhan”. Parag, based out of Maharashtra, is

one of the few players that use 100% cow milk for all their products. Its product portfolio

includes liquid milk and various dairy products such as milk powder, cheese, ghee,

butter, cream, curd, butter milk and gulab jamun mix. Parag has a state-of-the-art

Bhagyalaxmi dairy farm spread over an area of 30 acres and equipped with the latest

rotary parlour for milking cows. This has been a path breaking initiative by the company

and will put the Company in the league of global dairy companies once scaled up.

According to Mr. Raamdeo Agrawal, Chairman of MOVCAPL, “India is

rapidly moving from a USD 1 trillion economies to a USD 2 trillion economy with

steadily increasing disposable incomes. Rising population coupled with increasing

consumerism will boost demand for dairy products. Following the global trends, Cow

milk is also gaining importance in India for its better nutritional value. Companies like

Parag, which have established strong procurement practices and internationally accepted

quality products, will hugely benefit from this upsurge in consumerism.”

Investment in the company offers MOVCAPL an opportunity to participate in an

unfolding story of excellence in entrepreneurship in the fast growing dairy space. The

amount will be utilized by Gowardhan for its capacity expansion along with branding &

marketing initiatives. According to Mr. Devendra Shah, Chairman of Parag, “Company

would be investing around Rs 160 crores over the next 2-2.5 years expanding its capacity

to procure and process around 20 LLPD and Rs 50 crores lending to farmers for

Backward Integration as well as for development of the Cow & the Dairy Farm.

Gowardhan would concentrate on expanding its value added product portfolio

across India. This investment from funds managed by MOVCAPL will further propel the

growth of Gowardhan.” Dairy industry in India has come a long way from dependence in

30

1960s & 1970s to self-reliance. India is the largest milk producing country in the world,

followed by USA, Russia, Germany and France.

According to Dairy Book 2007, Milk production in 2005 was around 94 mn tonnes and

is estimated to be over 100 mn tonnes currently with an annual growth rate of 4%. Cow

milk constitutes about 41% of total annual milk production inIndia and has started to

create a strong niche as compared to buffalo or mixed milk.

Mumbai based Investment Bank - Ladderup Corporate Advisory Private Ltd.

acted as the exclusive financial advisors to Parag for the deal.

Products:

Competition to Amul

31

OBJECTIVES & SCOPE OF STUDY

Objective of the study:

Primary Objective:

To find out factors affecting consumers buying behaviour towards Amul butter.

Secondary Objectives:

To make a comparative analysis between Amul and Gowardhan butter with

reference to other players in the market.

To find out the reasons for purchasing butter.

32

To know the usage of butter.

To know the frequency and source of information for purchasing Amul butter.

Scope and limitation of the study:

The scope of the study is limited solely to the markets visited by the researcher

for the purpose of research; this may hence not be a total reflection of the penetration of

AMUL products for all the retail outlets in Pune.

Assumptions:

A major section of the Indian population consumes packaged butter.

The consumer segment for packaged butter is primarily urban and ranges from

the middle to upper classes.

Amul, Gowardhan and Britannia are the key players of the Indian butter market

with Amul capturing 80% of the market share.

Butter is bought and used on a monthly basis in most Indian households

Butter is used more as bread spread over any other form of use.

While doing research project I came across the following limitations

Lack of proper experience on the part of the researcher in conducting such studies

in the past.

Time frame required was not enough to survey more number of outlets.

33

Inadequate information, misleading answers that might affect our conclusion

RESEARCH METHODOLOGY

1. Research Methodology:

The research was conducted from 9th May to 8th July 2011. The researches include

meetings with the consumers. It included preparation of the questionnaire to be answered

by above people for knowing the competitive position of Amul in the market. The views

of the parties were recorded in the research as per the questionnaire set by me.

2. Data Collection Method:

I have used survey method for data collection. Survey is the most commonly

used method.

34

3. Data Sources

A) Primary Data:

The primary data was collected through questionnaires. They were filled using

the scheduled method of data collection by the researcher. Herein, Face-to face

interviews were conducted between our research executive and a respondent. Data was

collected through a survey. The questionnaire was prepared considering various

parameters and thus had a mix of o pen and close-ended questions using various scales to

measure the responses and draw easy conclusions from the study.

The research would leave very little room for any discrepancy or

misinterpretation of the asked questions since researcher would interview the respondents

face -to-face and so also give an insight into their body language of the respondents

making use of observation technique along with the survey method. Also observation

technique was used to study consumer behaviour patterns as retail outlets.

B) Secondary Data:

I collected data from magazines, newspaper and different websites. The

secondary sources were used only for collecting information regarding the sample;

they were however not used for analysis.

Sampling:

Step 1: Defining the population:

In case the research in conducted in Pune only. Considering the city and its

huge population, I my have selected our population from the Chandan Nagar to

Kharadi, covering all strata's of society. I have segmented it further on to have a very

specific sample group covering all the decision -makers in the case of butter.

35

Step 2: Specify the Sampling frame:

The sample frame in my case is Map of the city. A sample of specific suburbs is

taken covering all the directions of the city from only Pune-North-East.

Step 3: Specify the Sampling unit:

In my case I have considered 4 sample units to be studied- Home-makers,

bachelor students, working professionals and senior citizens. I have undertaken random

sampling in the selected areas and defined our sample units in the said criteria.

Step 4: Specify the Sampling method:

Convenience sampling was adopted in where I approached to home makers,

working professional, bachelor’s students, senior citizens as per the convenience of the

researcher.

Step 5: Determination of Sample size:

The sample size for our study is l00 sample units for consumer's survey.

Areas covered:

For Consumer’s survey:

Chandan Nagar Bhaji Market

Chandan Nagar Kharadi Road

Kharadi Gaon

36

Population Covered:

For Customer’s survey:

Home-makers

Working professionals (male and female)

Bachelor students (male and female)

Senior citizen (male and female)

Tools Utilized

Percentage Analysis

Graph Chart

4. Research Instrument

A) Questionnaire Method:

The research instrument was the structured questionnaire designed for the

respondents. The questionnaire was for the consumers there was a different set of

questionnaire. There were also the area maps.

Types of Question:

37

The second important aspect in the designing a question is to decide which

types of question are to be used. Question can be classified in various ways.

Questionnaire contains following type information-

Open-ended question

Multiple-choice Question

Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I

arrange question in sequence as personal information, income, product preferences, and

finally related to feedback. Both the questionnaire consists of all three types of question.

Mostly all questions are multiple type questions. There is only one open-ended type

question.

Personal Interview:

It is direct form of investigation, involving face-to-face communication with

free feedback information. It offers a sense of participation. It is more flexible form of

data collection. Use of unstructured, open-end questions is possible. Rate of refusal is

low. Depth interview is possible. Complex questions can be asked.

The interview can have questions to secure more information. Observation

approach can be combined to verify age, income, status, standard information. Visual

aids in the form of catalogues samples etc. can be used to get views, opinions, and

attitudes of responder.

38

Product for Which Survey Was Conducted:-

Amul Butter

Product Details:

39

Product Name: Amul Butter

Description: Amul Butter (Made of pure milk FAT)

Packing: 100g, 500g, 50g, 20g, 8.1g

Product

Specifications:

Composition :

Milk FAT, Min : 80%

Moisture Mix : 16%

Salt, Max : 3%

Curd, Max : 1%

Market Analysis and Type of Industry

Market share of Amul butter is around 86%

Market presence - available in over 500,000 retail outlets across India.

Amul butter is made from- butter, common salt, permitted natural color

(annatto)

Amul comes under FMCG sector.

40

Nutritional Information*

Amount per 100 g

Energy, kcal 722

Energy from Fat, kcal 720

Total Fat, g 80Saturated fat, g 51

C holesterol, mg 180

Sodium, mg 836

Total C arbohydrate, g 0Sugar, g 0Protein, g 0.5Vitamin A, mcg 65Not a significant source of Dietary fiber, Sugars, Vitamin C , calcium andIron.* Approx Values # Not Detectable

Market Presence

D em og r aphi c s

Age-5 yrs - 80 yrs. Sex - No bar

Income- Low to high

Occupation -Any sector (not necessary) Education - Lower to higher

P sy ch og r aphi cs

Personality - No discrimination.

Life style - A basic normal life to high class living standard

Buying Motives - It is generic with butter category, renowned butter available in

market, loved by all consumers.

Product Analysis

Product Specification – Meets AGMARK standardsand BIS specifications.

No.IS:l3690:l992.

Product personality - It is a unisex product.

USP- is its taste. Amul butter is made from fresh cream by modern continuous butter

making machines (purely vegetarian).

41

DATA ANALYSI S AND I NTERPRET ATI ON

Q 1: Which company butter do you purchase?

Table No. 1

Customer’s Response on Butter Purchased

42

Graph No: 1

Interpretation:

The above graph shows that from the 100 respondents 48 customers purchase

Amul, 28 Gowardhan, 7 Britannia, 9 Nutralite, 2 Home Made and 6 Others butter

like Mother Dairy, Chetna Etc.

Most of the customers purchase Amul butter.

43

S. No. Brand of Butter No. of Customers Percentage (%)

1. Amul 48 48

2. Gowardhan 28 28

3. Britannia 7 7

4. Nutralite 9 9

5. Home Made 2 2

6. Others 6 6

Total 100 100

Q 2: Why do you prefer particular brand?

Table No. 2

Brand Preference on Mentioned Parameters

Brand Name /

Parameters

Amul Gowardhan Britannia Nutralite Others

44

Price 9 10 6 3 1

Taste 34 14 1 5 2

Variety 3 1 1 1 1

Nutritional Value

2 3 1 1 1

No. of Respondents

(100)

48 28 9 10 5

Graph No. 2

Interpretation:

34 consumers said that they prefer Amul butter because of taste, 9 consumers

prefer price.

14 consumers said that they prefer Gowardhan butter because of taste and 10

consumers because of prick.

Customers did not find more variety amongst the butter.

45

Q 3: How do you come to know about this product?

Table No. 3

Source of Awareness about the Product “Butter”

46

Graph No. 3

Interpretation:

The graph shows that 52% of the total customers are aware about the butter

because of advertisement.

32% of the customers aware of the butter because of newspaper.

It shown that Advertisement is the most powerful medium.

Q.4: From which place do you normally buy Butter?

Table No. 4

Place of Amul Butter Purchase

47

S. No. Source of Awareness No. of Customers Percentage (%)

1. Advertisement 52 52

2. News Paper 32 32

3. Sample 2 2

4. Magazines 6 6

5. Others 8 8

Total 100 100

Customers Retail Market Local Market Percentage (%)

100 42 58 100

Graph No.4

Interpretation:

Graphs clearly shows that 58 customer purchased butter from local market rather

than retail market.

42 customer purchased butter from retail market.

Q 5: Which quantity do you normally buy?

Table No.5

Purchase of Butter quantity48

Graph No. 5

Interpretation:

58 customers prefer to buy 100 gm butter from small use like spread on roti or

butter

22 customers likes to use 500 gm butter for dosa etc

9 customers use 5 kg of butter pack for the business purpose.

Q 6: How many times do you buy Amul Butter?

Table No.6

Frequency of purchasing butter

49

Sr. No. Butter Quantity No. of Customers

1 100 gm 58

2 500 gm 22

3 1 kg 11

4 1 kg 9

Total 100

Frequency of purchasing

2 Times in week

1 time in weekOn a special

occasionOther

Customers 28 12 6 4

Graph No. 6

Interpretation:

From the above graph it is clear that 28 customers purchase Amul butter twice in

a week for the purpose of to spread on the bread.

6 customers purchase butter on special occasion.

12 customers buy butter one time in a week.

Q 7: For what purpose do you use butter mostly?

Table No.7

Purpose of use

50

Purpose of Use Roti Pav Bhaji Bread Dosa

Customers 6 37 47 10

Graph No. 7

Interpretation:

The above graph shows that most customers like to use butter on bread.

37% customer like use butter in Pav Bhaji.

Only 6 % customer use butter on Roti.

Q 8: At what time you see more no. of Advertisements on Amul & Gowardhan?

Table No.8

Timing of advertisement

51

Time Amul Advertisement Gowardhan Advertisement

Morning 7 times 8 times

Afternoon 11 times 3 times

Evening 4 times 10 times

Night 17 times 2 times

Graph No.8

Interpretation:

Amul: 17 customers saw more number of Amul’s advertisements in Night after

that in Afternoon also. But according to customer in Evening they saw very less

number of Amul’s advertisement.

Gowardhan: 10 customers said that, they saw more numbers of Gowardhan’s

advertisements in evening and 8 in morning.

Amul has strong advertisement promotions on television than Gowardhan.

Q 9: What difference you see in both the product?

Table No.9

52

Difference in the butter of Amul and Gowardhan

Difference Customers Percentage (%)

Quality 19 19

Quality 31 31

Promotion 36 36

price 14 14

Total 100 100

Graph No. 9

Interpretation:

Above graph shows that Quantity is main factor which affected purchasing power

of customer.

After Quantity 31% shows that customer do or not buy butter because of Quality

difference between Amul and Gowardhan.

Q 10: Can you recall latest Amul or Gowardhan advertisement?

Table No.10

Recall of advertisement

53

Recall of Advertisement Amul Gowardhan

Yes 26 13

No 21 19

Graph No.10

Interpretation:

Graph shows that 26 customers remembered Amul’s advertisement and 13

customers remembered Gowardhan’s advertisement.

21 customers did not remember Amul’s advertisement and 19 customers did not

remember Gowardhan’s advertisement.

As compare to Gowardhan Amul has strong media awareness.

Q 11: Who will be the better competitor to Amul?

Table No.11

54

Competitor to Amul butter

Competitor to

AmulGowardhan Britannia Nutralite Other

Thinking of

Customer45 32 15 8

Graph No. 11

Interpretation:

Above graph shows that Gowardhan is main competitor to Amul. And after

Gowardhan, Britannia is second competitor to Amul in market.

12: If Amul comes with low cholesterol will you accept it?

Table No.12

55

Responses for cholesterol factor in the butter

Customer response Yes No

79 Customers 60 19

Graph No. 12

Interpretation:

From the above graph, i can conclude that if Amul comes with low cholesterol 60

customers said that, they will definitely purchase it but 19 customers are not ready

to buy butter with low cholesterol.

Q 13: Do you think that the present cost of product which you prefer is costly? If yes

(What will be your ideal price range for 100gm butter pack?)

56

Table No.13

Price range of 100gm butter

Price Range Rs 26-28 Rs 23-25 Rs 19-22

Customers 25 51 24

Graph No.13

Interpretation:

Above graphs shows that 51 customer thinks that the present price of butter is

costly so they are ready to pay ` 23 to ` 25 for Amul’s butter.

25 customers think that the currant price of butter is normal and they are ready to

pay ` 26 to ` 28.

23 customers are not satisfied the currant price of butter they are ready pay from `

19 to ` 22 which is the lowest price.

57

Q 14: Why do you feel Gowardhan brand is not as well, dairy product in market as

Compare to Amul?

Table No. 14

Customer responses

Sr. No. Factors Consumer of Gowardhan butter

1 Low quality 1

2 Small size 11

3 High price 18

4 Less promotion 55

5 Packing problem 15

Total 100

Graph No.14

Interpretation:

Above graph shows that 55 customer think that Gowardhan butter is lacking

behind compare with Amul butter because of less promotion and 18 customer

think that because of high price.

58

FINDINGS

1. As per my research, the consumption of butter is predominant in almost every

household with the handful exception of a few who cited health issues

like cholesterol, hyper tension etc.

2. When asked what first came to their mind on mentioning the word butter. Most of

the respondents recalled Amul because of its taste and generic brand status. Also

it was seen that health issues like calories, fat, cholesterol was a major

concern amongst a substantial number of health conscious and the middle -aged

consumers. Respondents also recalled the various products they

associated/consumed butter with.

3. My survey indicated that majority of our respondents were Amul loyalists.

Gowardhan which is a substitute of butter seems to be penetrating the market at a

rapid level, the major reason being that it's considered healthier. Britannia seemed

to have a small yet very loyal customer segment. Most associated mother diary

with dairy products rather than butter.

4. When the respondents were asked to mention what they associated their brand

with most Amul loyalists seemed to recall the mascot, followed by the slogan,

taste and advertising campaigns (especially the paper advertising). Gowardhan

was associated with health by its consumers. And Britannia received mixed

responses like taste, packaging and pricing by its consumers.

5. The taste and the brand name were the influencing factors behind the purchase of

butter. The advertising and the price emerge second.

59

6. When the various parameters of butter as a product were researched, our findings

showed Amul to be the clear winner followed by Gowardhan, Nutralite and

Britannia respectively. However, most consumers found the Amul packaging to

be dissatisfactory and gave Gowardhan better score on the packaging front.

Nutralite lost out on the taste factor, as most consumers gave it the lowest score as

far as taste is concerned.

7. In most households butter was purchased on a weakly basis along with the other

groceries. The households who reported a comparatively lower consumption

bought it on a monthly/fortnightly basis as and when needed.

8. A dominant segment of respondents purchased the 100gm pack as it was more

economical and a once in a month purchase. The smaller packs were bought by

students and for convenience purposes.

9. Most respondents were relatively unaware about the exact amount

spent specifically on butter as it was a part of the monthly groceries. Majority

stated that they spent Rs 50 -l00 on butter monthly.

10. When asked about their brand experience, the respondents who cited very good as

a response were dominantly Amul consumers, while responses who cited Good

and neutral were consumers of other brands like Britannia, Gowardhan and

Nutralite.

11. When asked about additional features in their brand, lower calorie levels were the

dominating response. Also, better packaging (in the case of Amul), lower prices

and unsalted variants were the other factors that emerged.

12. Awareness levels about the substitutes for butter were divided. Nutralite and

Gowardhan were the primary responses that came to the respondent’s mind, while

the others included imported substitutes and other spreads.

60

13. The consumption of Butter in households was primarily as a spread, followed by a

small margin of households who used it for cooking and baking purposes.

CONCLUSION

1. This research has been instrumental in finding the Indian consumers'

response to the various brands of butter and in studying the butter industry of

India in general. Despite health hazards, Indian kitchens continue to consume

butter, however sparingly. Indian consumers who have tried low -fat / zero-

cholesterol butter substitutes have not found the taste satisfactory, and demand a

product that tastes more like butter and does not have a distinct processed taste.

2. Also, the demand for unsalted butter is small but significant, as the high sodium

content in packaged butters has been a source of worry for patients of high blood

pressure. This could also be the result of experimenting with new cuisines as

most baked desserts call for unsalted butter. In terms of brand recall, only two

brands have so far made their presence felt in the Indian market. The former being

Amul, which changed the concept of 'butter' through highly strategic advertising

and the latter - 'Nutralite' and Britannia - the butter substitute that has occupied

the place of pride on the tables of the lean and health-conscious. Most consumers

associate 'Amul' with taste and 'Nutralite with 'health'.

3. While taste and pricing was the deciding factor for most consumers, a significant

section commented on the poor packaging quality of some brands like Nutralite as

compared to Gowardhan, which provides containers for the butter. Most

consumers demanded a low - fat/low-cholesterol variant of their existing brand,

thus confirming that the need of today's butter consumer's in India is a healthy

yet tasty product, which makes it an open opportunity for a new brand to

come and take over before the existing brands can reposition.

61

SUGGETIONS

1. Amul has a relatively good distribution network, but still company is not able to

fulfill the demand of outlet in the peak season when demand is very high. Here

company should consider on the supply of product in the peak season.

2. Amul should take care of their goodwill of company market any damage product

sell in the open market it may be effect company reputation.

3. Given the fact that margin offered to the retailer is not similar in the case of the

competitor’s product. For this fact, the company should give good margin to the

retailers than the competitors.

4. Company should also give the replacement offer to those outlets which is running

with small business.

5. Only fresh product should be supply in the outlet. The main cause of the supply of

fresh product is that customer always wants fresh product. They don’t want to

take 3 or 4 days old product.

6. Company should also target the consumer by offering discount coupons or pens

/spoon free offer or some other innovative viable for attracting them.

62

LIMITATIONS

1. The survey is limited only for two wards Chandan Nagar and Kharadi.

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

the whole market.

3. The sample size of the taken was small, therefore it can be said that the chosen

sample is not the representative of the whole population and this hindered

quantitative research.

4. The psychology and temperament of a respondent play a significant role.

Some respondents are more sensitive as against others who are more tolerant. A

change in the composition of the respondents can affect the answers adversely or

favorably.

5. Respondents may not have been true in answering various questions and may be

biased to certain other questions.

6. Out of the whole research and analysis, only three major brands could be

highlighted, leaving aside the other non-popular brands.

63

7. The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought before up the questions, and some even

ticked things, which were not applicable. Therefore, all this increased the bias.

8. During the course of survey some unavoidable error are faced such as no

response, inaccuracy in response.

9. The findings are totally based on respondent’s prediction and hence can be biased

to some extent.

ANNEXURE

BIBLIOGRAPHY

1. Name of the book: Author Edition

A. Marketing management Kotler Philip, Keller Kevin, 13th, South edition

Koshy Abraham, Jha Mithileshwar

B. Research Methodology Kothari C.R

64

WEBLIOGRAPHY

Webliography:

www.amul.com

www.gowardhanindia.com

www.indianfoodindustry.net

www.wikipedia.org

www.scibd.com

www.amul.tv.com

www.moneycontrol.com

65

QUESTIONNAIRE

Personal detail :

Name :

Address:

Age :

Gender:

Occupation:

Income p.a. :

Total family member:

Questions:

Q .1) what kind of butter you buy?

Amul Britannia Gowardhan

Nutralite Home – made

66

Q.2) why do you prefer particular brand?

Price Taste

Variety Nutritional Value

Q.3) how you come to know about this product?

Advertisement Newspaper

Sample Magazines

Q.4) where do you normally buy Amul product from?

Local market Retail market

Q .5) did you ever use any other Brand?

Yes No

Q .6) which quantity do you normally buy?

100 gm 500 gm

1 kg 5 kg

Q .7) how many times do you buy Amul Butter?

2 times in week once in week

On special occasion others

67

Q .8) for what purpose do you butter mostly?

On roti On Bhaji

On bread On dosa

Q .9) Do you recall advertisement of Amul butter?

Yes No

Q .10) at what time you see more no. of advertisement on Amul?

Morning Afternoon

Evening Night

Q .11) at what time you see more no. of advertisement on Gowardhan?

Morning Afternoon

Evening Night

Q .12) what difference you see in both the product?

Quality Quantity Promotion

Size Price

Q .13) Can you recall latest Amul advertisement?

68

Yes No

Q .14) who will be the better competitor to Amul?

Gowardhan Britannia

Nutralite Other

Q .15) Do you find that Amul butter having high cholesterol?

Yes No

Q .16) If Amul come with low cholesterol did you accept it?

Yes No

Q. 17) Do you think that the present cost of product which you p refer is costly? If yes what will be your ideal price range for 100gm butter pack?

19 to 22 23 to 25

26 to 28

Q. 18) Would you prefer to switch to butter of anther brand if it is cheaper than your preferred brand without any change in quality & taste?

Yes No

69

Q .19) is there anything that you feel lacking in your preferred brand

Yes No

Q .20) Dou you fell that company should change their brand name?

Yes No

Q .21) Amul product with the Red and yellow colure packing its work in the market or not?

Yes No

Q .22) Why do you fell Gowardhan brand is not as well, dairy product in market as compare to Amul?

Low quality Small size High price

Less promotion Problem in packing

Q .23) If company gives 20%off to customers will it helps to growth of selling of company product?

Yes No

70