Research on traditional sweets market
ByAkash RajDeepak RajaShatakshi GuptaYogesh Garg
Management Problem
What is the feasibility of Amul to enter into traditional sweet market in India?
Research Objectives
To understand the present scenario of traditional sweet market in India
What percentage of people are willing to buy “Amul Mithai” if it will be available in the market
• Sample size 75Male 29Female 46• Average age of sample 34.79• Average number of family members 5.40
Our sample
Buying Behavior of Customers
Average purchase of sweets
• For family consumption : 1.48 kg
1kg Segment : 49.33%
• For gifting purpose : 1.46 kg
• Average cost of sweets : Rs. 410 per kg
Like to eat sweets during occasions
Diwali Holi Raksha-bandhan
Birthdays Get to-gether
Anniver-saries
Purchase % 78.67 62.67 89.33 84.00 72.00 73.33
Home made % 69.33 73.33 36.00 37.33 21.33 34.67
5.0015.0025.0035.0045.0055.0065.0075.0085.0095.00
78.67
62.67
89.33 84.0072.00 73.3369.33 73.33
36.00 37.33
21.33
34.67
Which type of sweets you would like to gift?
Diwali Holi Raksha-bandhan
Birthdays Get to-gether
Anniver-saries
Purchase % 94.7 82.7 93.3 77.3 72.0 68.0
Home made % 28.0 30.7 25.3 18.7 24.0 17.3
5.015.025.035.045.055.065.075.085.095.0
94.782.7
93.3
77.372.0 68.0
28.0 30.725.3
18.724.0
17.3
Purchase for Giftting
How often do you eat sweets?
Daily Weekly Fortnightly Monthly Occasionally0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
10.7%
34.7%
10.7%
17.3%21.3%
% of consumption
How often you purchase sweets for own consumption?
Daily Weekly Fortnightly Monthly Occasionally0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
6.7%
34.7%
12.0%
17.3%
26.7%
% of Purchase
Who decides whether to make or buy sweets for own consumption?
Yourself42%
Spouse14%
Father/in law17%
Mother/in law18%
Children 18-30 years9%
M:38.7% F: 61.3%
Buyer in Family
Who decides from where to buy?
Yourself44%
Spouse17%
Father/in law14%
Mother/in law14%
Children <18 years
5%
Children 18-30 years8%
M:38.7% F:61.3%
Decision Maker
Consumption pattern in last 3 years
Increased Decreased Same No Idea0
5
10
15
20
25
30
35
40
45Increased; 39
Decreased; 31
Same; 17
No Idea; 1.2
Consumption
Change in Purchasing (over 3 years)
increased Decreased Same No idea0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.038.7%
30.7%
17.3%
13.3%
Reasons for increase
Reasons for increase in the consumption %age
Increase in family size 21
Easy availability of sweets 21
Increased variety 34
Gifting more 17
Friend Circle has expanded 24
Reasons for Decrease
Reasons for decrease in the consumption %age
More health consciousness 39
Rise in prices 17
Decrease in the quality 48
Better quality of alternatives 38
Easy availability of alternatives 22
Lack of branded traditional sweets 43
Increased level of adulteration 39
Hypothesis statements
0.010.020.030.040.050.060.070.080.090.0
78.7%72.0%
77.3%
62.7%70.7%
61.3%
49.3%
30.7% 33.3%24.0%
30.7% 30.7%
Hypothesis
If a large reputed company
comes with branded traditional sweets, what do you think?
Quality would be
Much better Somewhat better
Same as earlier Somewhat low Very low0
10
20
30
40
50
60
40%
48%
7%3% 3%
Percentages
Packaging would be
Much better Somewhat better
Same as earlier Somewhat low Ver low0
10
20
30
40
50
60
70
80
67%
27%
3% 1% 3%
Percentages
Hygiene would be
Much better Somewhat better
Same as earlier Somewhat low Very low0
10
20
30
40
50
6052%
38%
8%3%
Percentages
Awareness of Amul
• 100% respondents are aware of Amul brand• 95% of them buy Amul products
Purchasing of Amul products Percentages
Daily 37
Weekly 16
Fortnightly 12
Monthly 12
Occasionally 19
Trust on Amul• 89% people of our sample trust Amul brand
out of which 53% trust a lot.• Awarded as 37th-trusted brand in India
2011(Brand Equity) Potential Customers• 81% people – will buy Amul sweets.• Out of which 39% - will definitely buy.