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REPORT

ON

CONSUMER BEHAVIOR & SATISFACTION

FOR

GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD.

BY

ROHAN ROY SAMUEL

Submitted in partial fulfilment of the requirement for the award of

Post Graduate Diploma in Management.

2008-2009


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CERTIFICATE OF THE COMPANY


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CERTIFICATE

This is to certify that Mr. ROHAN ROY SAMUEL of DSM has successfully

completed the summer training in partial fulfilment of requirement for the

award of PGDM Degreeprescribed by the Institute.

This report is the record of authentic work carried out by the student during

the academic year 2008 -2009.

Prof. VIBHUTI JHA Prof. N. H. Deshpande

(Internal Guide) Vice-President (Faculty of Management)


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DECLARATION

I, Rohan Roy Samuel hereby declare that this report is the record of authentic

work carried out by me during the academic year 2008-2009 in Amul (Gujrat

co-operative Milk Marketing Federation)

Gujarat Co-operative Milk Marketing Federation

Gudiyari Raipur (C.G.)

( )

Signature of the student

( Rohan Roy Samuel )


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ACKNOWLEDGEMENT

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

GUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has been an

enriching experience for me to undergo my summer training at AMUL, which would

not have possible without the goodwill and support of the people around. As a

student of DISHA SCHOOL OF MANAGEMENTI would like to express my sincere

thanks to all those who helped me during my practical training programme.

Words are insufficient to express my gratitude toward Mr. Venkat Ram, the Depo

Incharge of AMUL Raipur. I would like to give my heartily thanks to Mr. Sourabh

Rajvanshi Sr. Executive Sales, who permitted me to get training at AMUL. I am very

thankful to Mr. B. Rohit , who helped me at every step whenever needed.

At last but not least my grateful thanks is also extended to Prof. Nitin Deshpande

(Vice President Faculty of Management) and my thanks to all my faculty members

for the proper guidance and assistance extended by them. I am also grateful to my

parents, friend to encourage & giving me moral support.

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

would be extremely grateful to the readers of this project report if they bring such

mistakes to my notice.

Date: 30TH

May, 2009 ROHAN ROY SAMUEL

Place: RAIPUR (C.G.) PGDM

Duration: 1STApril to 30thMay, 2009 4thtrimester


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INDEX

CHAPTER

NO. TITLE

PAGE

NO.

Executive Summary 10

1. General Introduction

Introduction & History 12

Profile of the Industry 19

Product Profile 23

2. About the Topic

Consumer Behaviour 25-27

Consumer Satisfaction 28

3. Marketing Research 30-34

4. Research Methodology 35-41

5. Data Analysis And Interpretation 42-57

6. Findings, Suggestion & Conclusion 58-61

7. SWOT Analysis 62

8. Annexure:

a) Bibliography & Webliography

b) Questionnaire

63-66


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LIST OF THE TABLE

Table no. Contents Page no.

5.1 Classification of Customers Based On

Sex

43

5.2 Analysis of Occupation of theRespondents 45

5.3 Analysis of Monthly Income of the

Respondents

46

5.4 Analysis of Factors to Buy Amul Milk 48

5.5 Analysis of Consumption of Average

Milk per Day

49

5.6 Analysis of Purchase Duration of Amul

milk

51

5.7 Analysis of Rating Towards AMUL Milk

& Milk products

53

5.8 Analysis of Value for Money Paid by the

Respondents

55

5.9 Analysis of Recommendations 56


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LIST OF THE GRAPHS

Graph no. Contents Page no.

5.1 Classification of Customers Based On

Sex

44

5.2 Analysis of Occupation of theRespondents

45

5.3 Analysis of Monthly Income of the

Respondents

47

5.4 Analysis of Factors to Buy Amul Milk 48

5.5 Analysis of Consumption of Average

Milk per Day

50

5.6 Analysis of Purchase Duration of Amul

Milk

52

5.7 Analysis of Rating Towards Amul milk 54

5.8 Analysis of Value for Money Paid by theRespondents

56

5.9 Analysis of Recommendations 57


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PREFACE

Today the business environment is rapidly changing in this competitive

environment the popular trend is also striving for maintaining its positions therefore it

become essential for the companies that they should know about their preference &

taste.

Regarding a particular product it is of almost necessary to know the consumers

satisfaction to the value offered by the company in case of dissatisfactory result it is

essential to as certain whether the dissatisfaction is for entire product or part of it is

and what value do the consumers expect from it?

The research will provide the relevant information to the organization about

consumers attitude towards there products & services.

The research work is sincere effort to find out the ultimate requirement of

consumers for the betterment of research as well as the organization.


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EXECUTIVE SUMMARY

The main objective of summer training was given by the Management of Amul. The

objective was CONSUMER BEHAVIOR & SATISFACTION.

I started my summer training on 1stof April. And during summer training I had to

report at the organization at sharp 10:30am and was asked to work till 6:30 pm. First

15 days I spent on various marketing activities like I had visited near about 350 retail

shops to know there view & consumer behaviour towards Amul Milk.

And also collects detail about the competitors there offers & profit margin.

After that next few days I went with distributors early in the morning 5:00 am to know

how distribution channel works.

And then at last I worked with questionnaire a sample size of 100 respondents was

taken for the study whose responses were studied and interpreted .The sampling

design was used convenience sampling. The process of analysis was done through

excel work sheets, frequency table, percentage analysis etc.

During the preparation of questionnaire I faced difficulties regarding the selection of

questions and in collection of the data I found some difficulties like the customers

had no time to give.

There is one thing that I have found that the peoples working at AMUL are very

much helpful in all areas. Every time they come to me and told me that they are

available at any time for me for anything, which really boost me and motivates me

towards my goal and objectives. The culture of AMUL is very much friendly.

I completed my project on 30ththof May & during the project I have achieved my all

objectives of my project.


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CHAPTER-1

INTRODUCTION

AND HISTORY


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INTRODUCTION AND HISTORY

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

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

union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS

UNION. This union selected the brand name AMUL in 1955.

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

Sanskrit word AMULYA which means PRICELESS.A quality control expert in

Anand had suggested the brand name AMUL. Amul products have been in use in

millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,

Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

(The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of

the high-quality products sold at reasonable prices, of the genesis of a vast co-

operative network, of the triumph of indigenous technology, of the marketing savvy of

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

known as ANAND PATTERN).

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

were farming and selling of milk. That time there was high demand for milk in

Bombay. The main supplier of the milk was Polson dairy limited, which was a

privately owned company and held monopoly over the supply of milk at Bombay

from the Kaira district. This system leads to exploitation of poor and illiterates

farmers by the private traders. The traders used to beside the prices of milk and the

farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a

leading activist in the freedom movement. Sardar Patel advised the farmers to sell

the milk on their own by establishing a co-operative union, Instead of supplying milk

to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to

gain his co-operation and help. Shri Desai held a meeting at Samarkhavillage near

Anand, on 4thJanuary 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.

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

negative response by turning down the demand for the milk. To respond to this

action of govt., the farmers of Kaira districtwent on a milk strike. For 15 whole days

not a single drop of milk was sold to the traders. As a result the Bombay milk

scheme was severely affected. The milk commissioner of Bombay then visited

Anand to assess the situation. Having seemed the condition, he decided to fulfill the

farmers demand.

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

collect and sell milk on a cooperative basis, without the intervention of Government.

Mr. Verghese Kurien showed main interest in establishing union who was

supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-

operative unions at the village level. The Kaira district milk producers union was thus

established in ANANDand was registered formally on 14thDecember 1946. Since


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farmers sold all the milk in Anand through a co-operative union, it was commonly

resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 litresof milk was collected everyday. But with

the growing awareness of the benefits of the cooperativeness, the collection of milk

increased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was a

perishable commodity it becomes difficult to preserve milk flora longer period. Besides

when the milk was to be collected from the far places, there was a fear of spoiling of

milk. To overcome this problem the union thought out to develop the chilling unit at

various junctions, which would collect the milk and could chill it, so as to preserve it for

a longer period. Thus, today Amul has more than 150 chilling centres in various

villages. Milk is collected from almost 1073 societies.

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

Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk

powder and butter was planned. Dr.RajendraPrasad, the president of India laid the

foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime

minister of India declared it open at Amul dairy on November 20, 1955.


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ACHIEVEMENTS:

Amul :Asias largest dairy co-operative was created way back in1946 to

make the milk producer self-reliant and conduct milk- business with pride. Amul has

always been the trend setter in bringing and adapting the most modern technology to

door steps to rural farmers.

Amul created history in following areas:

a) First self motivated and autonomous farmers organization comprising of

more than 5000000 marginal milk producers of Kaira District.

b)Created Dairy co-operatives at village level functioning with milk collection

centres owned by them.

c) Computerized milk collection system with electronic scale andcomputerized accounting system.

d) The first and only organization in world to get ISO 9000 standard for its

farmers co-operatives.

e) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal

farmers can provide means for the socio-economic development of the under

privileged marginal farmers


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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.

1988: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.

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

and HACCP Certificate and effects are got to obtain ISO 14000.


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Amul in abroad:

Amul is going places. Literally. After having established its presence in China,

Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF),

Indias largest milk cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations.

Amul products are already available on shelves across several countries, including

the US, China, Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include

pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER: 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.


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Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes

and limitations,

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

technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their

agro-economic systems,

Plough back the profits, by prudent use of men, material and machines,

in the rural sector for the common good and betterment of the member

producers and

The Union looks after policy formulation, processing and marketing of

milk, provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through the

village societies. Basically the union and cooperation of people brought Amul intofame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE

TASTE OF INDIA.


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Plants:

Firstplant is at ANAND,which engaged in the manufacturing of milk, butter,

ghee, milk powder, flavoured milk and buttermilk.

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

nutramul, Amul Ganthia and Amul lite.


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Third plant is at Kanjari, which produces cattelfeed.

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


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Today, twelve dairiesare producing different products under the brand name

Amul. Today Amul dairy is no. 1dairy in Asiaand no. 2in the world, which is

matter of proud for Gujarat and whole India.


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PRODUCT PROFILE:-

S.No. NAME TYPE FAT SOLID NATURAL

FATS

1. Tazaa Toned Milk 3.0% min. 8.5% min.

2. Slim &

Trim

Double Toned Milk 1.5% min. 9% min.

3. Gold Full Cream Milk 6% min. 9% min.


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CHAPTER2

CONSUMER

BEHAVIOUR


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ABOUT THE TOPIC:-

CONSUMER BEHAVIOUR:-

It is defined as all psychological, social and physical behavior of potential

customers as they become aware, evaluate, purchase, consume, and tell to

others about product and services.

Buying behavior involves both individual ( psychological) and group process.

o Buyer behavior is reflected from awareness right through post

purchase evaluation indicating satisfaction and non satisfaction , from

purchaser

o Buyer behavior includes communication, purchasing and consumption

behavior

o Consumer behavior is basically social in nature hence the social

factors play important roles in shaping buying behavior

o Buyer behavior includes both customer and industrial behavior.

Hence consumer behavior is an orderly process whereby the consumer

interacts with the environment for making a purchase decision on products

CONSUMER BEHAVIOR AND MARKETING MANAGEMENT

Marketing managements work around consumers which is actually the market for

them

Understanding their behavior is very vital in every segment to plan marketing

activities accordingly.

Both industrial and individual customers are vital in marketing management


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DIVERSITY OF CONSUMER BEHAVIOR:-

customer and consumer words are referred as synonyms but the

difference exists

customer - the purchaser of product or service , may or may not be the

end user

consumer- the end user , may or may not be the purchaser

new age of business demands differentiation of customers by individual

differences in consumer expectations, preferences and influences.

Firms need to go into deep of consumer behavior to analyze and act to

achieve objectives

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.


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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.

CONSUMER DECISION MAKING PROCESS:-

Stimuli- need, reasons, influences, gathering information

Information processing- process , analyze information about product

Decision making - on the basis of analysis , decision to go for

Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition of re-

buy, modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

Individual factors

Cognitive thinking processperception , attitudes , Needs/motives

Personal characteristicsdemography, lifestyles ,personal traits

Environmental factors

Culture- values ,beliefs, sub cultural / cross cultural factors

Social class- social class , society

Influence groupsfamily, opinion leaders, reference group

Situational variables purchase occasion , market communication,

shopping behavior, price , sales influence , product position


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CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of managementphilosophy & 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 or services is

that more favourable 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 & are willing 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

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 consumers satisfaction & profit

maximization.


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CONSUMER RESEARCH:-

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.


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CHAPTER-3

MARKETING

RESEARCH


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MARKETING RESEARCH:-

Marketing research plays an important role in the process of marketing. Starting

with market component of the total marketing talks. It helps the firm to acquire a

better understanding of the consumers, the competition and the marketing

environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketing

problem to facilitate decision making.

- Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact finding

for the purpose of important decision making and control in the marketing of goods

and services.

- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research

problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.

(3) Determine the information needed.

(4) Determine the sources of information.

(5) Decide research methods.

(6) Tabulate, Analyze and interpret the data.

(7) Prepare research report.

(8) Follow-up the study.


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1) Define the problem and its objectives:-This includes an effective job in

planning and designing a research project that will provide the needed information. It

also includes the establishment of a general framework of major marketing elements

such as the industry elements, competitive elements, marketing elements and

company elements.

2)Identify the problem :-Identifyingthe problem involves getting acquainted

with the company, its business, its products and market environment, advertising by

means of library consultation and extensive interviewing of companys officials.

3)Determining the specific Information needed:- In general the producer,

the manufacturer, the wholesaler and the retailer try to find out four things namely :-

(1) What to sell

(2) When to sell

(3) Where to sell

4) Determine the sources of information:-

Primary Data:-Primary datas are those which are gathered

specially for the project at hand, directlye.g. through questionnaires &

interviews. Primary data sources include company salesman, middleman,

consumers, buyers, trade associations executives & other businessman & even

competitors.

Secondary Data:-These are generally published sources, which

have been collected originally for some other purpose. Source are internal

company records, government publication, reports & publication, reports &

journals, trade, professional and business associations publications &

reports.


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5) Decide Research methods for collecting data:- If it is found that the

secondary data cannot be of much use, collection of primary data become

necessary. Three widely used methods of gathering primary data are :-

A) Survey

B) Observation

C) Experimentation

A) Survey Method: -In this method, information gathered directly from individual

respondents, either through personal interviews or through mail questionnaires ortelephone interviews.

B) Observation Method: -The research data are gathered through observing

and recording their actions in a marketing situation. This technique is highly

accurate. It is rather an expensive technique.

C) Experimental Method: -This method involves carrying out a small scale trial

solution to a problem, while at the same time, attempting to control all factors

relevant to the problem. The main assumption here is that the test conditions are

essentially the same as those that will be encountered later when conclusions

derived from the experiment are applied to a broader marketing area.

D) The Panel Research:- In this technique the same group of respondents is

contacted for more then one occasion; and the information obtained to find out if

there has been any in their taste demand or they want any special quality, color,

size, packing in the product.


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a) Preparation of questionnaire

b) Presetting of questionnaire

c) Planning of the sample

6) Tabulate, Analysis and Interpret the Data:-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been Conducted

c) The objectives of research

d) The methodology used

e) Organization and the planning of the report

f) A table of contents along with charts and diagrams used in the reports

g) The main report containing the findings

h) Conclusion arrived at end recommendations suggested

i) Appendices (containing questionnaire / forms used sample design, instructions.)

7) Follow-up the study :-

The researchers, in the last stage, should follow up this study to find if his

recommendation are being implemented and if not, why


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CHAPTER-4

RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY:-

RESEARCH PROBLEM

Seek the general perception of consumer towards Amul Milk.

To know the consumer psyche and their behaviour towards Amul Milk .

OBJECTIVE OF THE RESEARCH

To know the relationship of sales with the advertisement.

To know awareness of people towards Amul Milk.

To know which advertisement tool is mostly preferred by people.

To know the preference of Amul Milkwith comparison to

Other competitive brands .

To know the factors which affects consumers buying behaviour

to purchase milk.

Information requirement

First, I had to know about all the competitors present in the Milk

segment (Reputed and well established brands as well as Local brands).

Before going for the survey I had to know the comparative packs and

prices of all the competitors existing in the market.

Since Milk is a product that used daily hence I had to trace the market andsegment it, which mainly deals with people of various age groups.

The main information needed is the various types of brands available in the

market, their calorific value and various other facts.

As Amul milk advertisements are mainly done through hoardings but ontelevision the advertisement is being telecasted timely and on the proper timeor not.


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RESEARCH DESIGN

A Research design specifies the methods and procedures for conducting a particular

study. It is a map (or) blue print to which the research is to be conducted. Descriptive

research design has been considered as a suitable methodology for present study

and for data analysis.

SAMPLING DESIGN

The sampling design used was Convenience sampling, which is a non-probability

sampling method. The convenience factors were the availability and approachability

of the respondents.

POPULATION

All types of outlets that stock and sell Amul milk in the markets. The outlets have

been classified into as follows

Convenience stores: All kinds of shops including bakeries

Eateries: all kinds of eating joints

PLACES OF STUDY

The study was conducted in the retail outlets in Raipur in the following areas

i. Amlidih.

ii. New Rajendra Nagar.

iii. Katora Talab.

iv. Priyadarshini Nagar.

v. Shailendra Nagar.

vi. Byron Bazar.


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vii. Budhapara.

viii. Golbazar.

ix. Telibandha.

x. Bramhpuri.

xi. Kankali Para.

xii Lakhe Nagar.

xiii. Santoshi Nagar.

xiv. Purani Basti.

xv. Sanjay Nagar.

xvi. Sundar Nagar.

xvii. Dagania.

xviii.Deen Dayal Upadhyay Nagar.

xix. Anand Nagar.


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SOURCES OF DATA

Primary sources

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

scheduled method of data collection by the researcher.

Secondary sources

The secondary sources were used only for collecting information regarding the

sample; they were however not used for analysis

LIMITATIONS OF THE RESEARCH :-

The limitations of the research were as follows

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

in the past.

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

ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to

estimate the presence of Amul milk.

Tools Utilized

Percentage Analysis

Graph Chart


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SAMPLING

1. Sampling Technique : Non probability sampling(A non probability sampling technique isthat in which each element in thepopulation does not have an equalchance of getting selected)

2. Sample Unit : People who buy milk availablein retail outlets, superstores, etc

3. Sample size : 100 respondents (Age rangingBetween 18yrs to 65yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Raipur District.

7. Timing of survey : 9.00 am to 5.30 pm.


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FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to their willingness topurchase milk.

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

In order to get correct information I had to approach consumers ranging from15 yrs to 65 yrs.

I visited as many respondents as I can and asked them their real likings aboutany milk and also got an idea.

It is really a Herculean task to understand Consumer Behaviour, as thedefinition suggest,Consumer behaviour is aphy sical act iv i ty as wel l asdecision process individual engaged in when evaluat ing, acquir ing,

using and disposing goods and services.

In order to collect accurate information I visited to Garden, Parks, Temple,Superstores and Gymnasium, each and every question was filled personallyby the respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00pm to 5.00 pm, the time when most of the people take rest during thescorching heat.


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CHAPTER-5

DATAANALYSIS

ANDINTERPRETATION


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DATA ANALYSIS AND INTERPRETATION:-

The collected data were not easily understandable, so I like to analyze the

collected data in a systematic manner and interpreted with simple method.

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 requiring to marketer because different

gender exhibits different perception towards products. In classification of gender the

following number is used to know their perception.

Classification of Customers Based On Sex

Sex No. of respondents Percentage %

Male 35 35

Female 65 65

Total 100 100

Sources: Primary Data

Table: 5.1


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INTERPRETATION:

35% of the respondents are male and 65% of the respondents are female.

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

belongs to female group.

0

20

40

60

80

Male Female

35

65

No.

ofRespondents

CLASSIFICATION OF CUSTOMERS

BASED ON SEX

Male

Female

Graph no: 5.1

OCCUPATION:

Occupation is also influences a persons consumption pattern. A blue collar

worker will buy work clothes, work shoes and lunch boxes. Similarly the Amul Milk

and Milk products are purchased by various occupants. The following occupants of

the respondents are classifies for the data collection.


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Analysis of Occupation of the Respondents

Occupation No. of. respondents Percentage

%

Business 20 20

Employee 10 10

House wife 65 65

Others 05 05

Total 100 100


Table No: 5.2

INTERPRETATION:

20% of the respondents are businessmen, 10% of the respondents are

employees, and 65% of the respondents are house wives, 05% of the respondents

are others group.


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INCOME:

Income decided the purchasing power of the customer. If the income is high

then, they go for high quality irrespective of price of the product. Hence in this

research I like to collect the data how income is influence to purchase Amul Milk .

Analysis of Monthly Income of the Respondents

Monthly income No. of respondents Percentage %

Below 5000 38 38

5001-10000 30 30

10001-15000 21 21

15001 & above 11 11

Total 100 100


Table No: 5.3

INTERPRETATION:

As per the data 38% of the respondents earn per month below 5000, 30% of

the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to

15000. 11% of the respondents earn 15000 & above. From the above table we can

conclude that majority of the respondents monthly income group of below 5000 and

more than 5000 to 10000.


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GRAPH NO: 5.3

PURCHASING 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 how various factors are

influencing to buying of Amul Milk and Milk products.


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Analysis of Factors to Buy AMUL Milk

Factors No. of Respondents Percentage %

Quality 38 38

Brand image 28 28

Price 20 20

Easy availability 14 14

Others Nil Nil

Total 100 100

` Source: Primary Data

38

28

20

14

0

5

10

15

20

25

30

3540

No.ofrespondents

Quality Brand

image

Price availability

Factors

ANALYSIS OF FACTORS TO BUY AMUL MILK

Graph No. 5.4


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Interpretation:

38% of respondents buying AMUL Milk for its Good Quality, 28% of

respondents use for its Band Name,20% of its Price consideration, 14% of its easy

availability of respondents buying AMUL Milk & Milk products.

Respondents Consumption Quality:

Consumption quality is varying with various respondents. Some of customer

they buy less quantity and some them huge quantity depends upon requirement and

number of people in their houses. The data is collected to know the various

consumption patterns.

Analysis of Consumption of Average Milk per Day

Consumption No. of Respondents Percentage (%)

1 Litre 70 70

2-4 Litre 10 10

More than 4 Litres 20 20

Total 100 100


Table no: 5.5


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50

70

10

20

0

10

20

30

40

5060

70

No.ofRespondents

1 LITRE 2-4 LITRES MORE THAN

4 LITRESConsumption

Analysis of Average Consumption of Milk Per Day

Graph no.5.5

INTERPRETATION:

70% of the respondents are consuming one litre per day. 10% of the

respondents are consuming two to four litres per day. 20% of the respondents are

consuming more than four litres per day.

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

consuming one litre per day.


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PURCHASE DURATION:

Repeat purchase will help to know what 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.

Analysis of Purchase Duration of the AMUL Milk

Duration No. of Respondents Percentage (%)

6 Months 05 05

1-2 Years 15 15

3-4 Years 20 20

More than 4 years 60 60

Total 100 100


Table no: 5.6

INTERPRETATION:

As per the data gathered, out of 100 respondents, 05% of the respondents

buying since last six months, 15% of the respondents from one to two years, 20 % of

the respondents from three to four years, 60% of the respondents buying AMUL Milk

& Milk products from more than four years.

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

consuming AMUL Milk & Milk products more than four years.


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5

1520

60

0

10

20

30

40

5060

No.o

fRespondents

6Months

3-4Years

Consumption

Analysis of Purchase Duration of the Milk Products

Graph n o: 5.6

OPINION TOWARDS PRODUCT:

The behaviour 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.


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Analysis of Rating towards AMUL Milk.

Ratings No. of Respondents Percentage (%)

Excellent 25 25

Good 48 48

Average 22 22

Poor 05 05

Total 100 100

Source: Primary Data

Table no: 5.7

INTERPRETATION:

25% of the respondents rated that AMUL Milk & Milk products are Excellent.

48% of the respondents rated as good, 22% of the respondents rated as Average

Quality. 05% 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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25

48

22

50

5

10

15

20

25

30

35

4045

50

No.o

fRespondents

Excellent Good Average Poor

Rating

Analysis of Rating towards Amul Milk Products

Graph no.5.7

VALUE FOR THE 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.


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Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)

Yes 96 96

No 04 04

Total 100 100


Table no: 5.8

INTERPRETATION:

96% of the respondents feel that they get the value for money they paid. Only

04% of the respondents feel that they are not getting the value for money what theypaid.

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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96

40

20

40

60

80

100

No.

ofRespondents

Yes No

Response

Analysis of Value For Money Paid By The

Consumers

Graph no: 5.8

INFLUENCE TO OTHER TO BUY PRODUCTS:

Post experience & benefits will help organization in obtaining the additional

sale. In this connection feedback its act as an influence to others to adopt the

product the user survey has conducted to identify what an extent user recommends

to others. The data has been extracted & it is as follows.

Analysis of Recommendations

Recommended No. of Respondents Percentage (%)

Yes 97 97

No 03 03

Total 100 100


Table no: 5.9


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INTERPRETATION:

97% of the respondents were recommended Amul milk and, 03% of the

respondents were not recommended Amul milk and products to others.


recommended Amul milk.

97

3

0

20

40

60

80

100

No.o

fRespondents

Yes No

opinions

Analysis of Recommendations

Table no: 5.9

INTERPRETATION:

97% of the respondents were satisfies with the AMUL Milk. 03% of the

respondents were not satisfies with the AMUL Milk.


satisfied with the AMUL Milk.


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CHAPTER-6

FINDINGS,SUGGESTION

AND

CONCLUSION


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FINDINGS:-

First I would like to present my survey findings. The main findings of my survey areas follows:

1. It is findings in the survey that females are the main decision maker for the milk. As

per the data, 65% of female and 35% of male makes purchase decision.

2. Based on the occupation of the customer, it is found in the survey that 65% are the

housewives and 35% are from various occupations such as a businessman,

employee etc for the Amul Milk.

3. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data,

79% of the respondents income is under this group.

4. The main purchasing factors for the Amul Milk are Quality and Brand image. The

data reveals that 42% influences on Quality and 32% influenced for the Brand.

5. 88% of the total respondents are using product since from a long time. The majority

of the respondents are using Amul Milk & Milk products from more than 3 years.

6. 96% the respondents think that purchasing Amul milk is value for the money i.e.

Amul milk is valuable product for them.7. It is found in the survey that customer are influencing through Word of Mouth.


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SUGGESTIONS:

1. Milk purchasing decisions are more decided by women rather than male, because

she act as a invigilator, execute her decision and influence the same to the purchase

while ascertaining the quality, freshness and price. Hence, I suggest GCMMF to

concentrate more on the women and men suggestions for designing the marketing

strategy, because womens role in the house is dominant, even in the various

decisions.

2. 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. Therefore, an occupation is the factor influencing the product.

3. 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.

4. Since Amul is having loyal customers and therefore 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.

5. Milk is having high demand and it is considered as a very essential products. In

present practice, purchase of milk is through dealers. In this connection dealers

approach towards the product.

6. Customer is influential, hence I suggest Amul to look after the dealers issue with due

care.

7. When product possesses quality and other important attributes naturally they

propaganda about product through word of mouth and vice versa. Therefore if the

quality and attributes are fine tuned according to the needs will help the Amul to get

reputation and addition market.

8. Introduction of various economic products lies may help Amul to attract the existing

and new customers and may attract all income level groups. Hence I suggest

management to introduce new product line which can satisfy the entire group.


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CONCLUSION:-

From the survey conducted it is observed that Amul milk has a good market

share.

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

the dreams comes 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 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 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 importantlyits customers before making any move.


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CHAPTER-7

SWOT ANALYSIS OF AMUL MILK:-

STRENGTH:-

Very efficient distribution channel.

Brand name.

Trust of the end users.

Shelf life of the products.

Quality of the product.

Relationship with the distributor.

WEAKNESS:-

No supply as per demand.

THREATS:-

From National & Local players:-

Sanchi

Dinshaw

Pawan

Venus

Abis

OPPORTUNITY:-

Capture the market where supply of milk is nil.


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ANNEXURE


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BIBLIOGRAPHY & WEBLIOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice HallOf India Private Limited, New Delhi.

Periodical: Business World

Research Methodology: C.R.Kothari , 2ndedition.

S.N Murty and U Bhojanna

Website Address: www.amul.com
http://www.amul.com/http://www.amul.com/http://www.amul.com/


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QUESTIONNAIRE

Dear Sir/Madam,

I am conducting a survey entitled Consumer Behavior & Satisfaction.

Please give your valuable information, your information will be kept confidential and

will be used only for academic purpose.

Rohan Roy Samuel

PGDM 4thtrimester

DSM

Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : - _________________

Contact No.: - _________________________

1) Which do you consume?a. Pouch milkb. Loose milk

c. Both

2) Are you satisfied with the milk you are consuming?a) Yesb) No

3) What do you like?a) Quality b) Tastec) Price d) Availability

4) Do you get milk pouch at..


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a)Doorstepb) From retailer

5) Total consumption of milk in a day?a) Pouch milk in litre

b)Loose milk in litre

6) Your monthly expenditure in milk (in Rs.)?a)100-200b) 200-300c) 300-400d) 400-500e) Above 500

7) In pouch milk which brand do you prefer?

a)AMULb) Sanchic) Dinshawd) Venuse) Pawan

8) Why you prefer this brand/ due to..a)Quality b) Tastec) Price d) Availability

9) If you buy AMUL milk pouch which pack you purchase?a) AMUL Goldb) AMUL Taazac) AMUL Slim & Trim

10) What is the reason for buying/ not buying AMUL?a)..b)..c)..

11) What are your suggestion/ expectations from AMUL?

a)b)c)

12) How do you scale your pouch milk?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

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