A PROJECT REPORT ON
“COMPARATIVE STUDY OF AMUL DAIRY PRODUCT WITH OTHER DAIRY PRODUCT IN JAIPUR” PREPARED AND PRESENTED TO Mr. Ashok Mathur DIC Jaipur Depot. JA I P U R M I L K M A R K E T I N G O R G A N I SA SA T I O N
Under the guidance of Mr. Rakesh Beniwal Sr. Executive (Milk Cell)
Raja Tomer
Mr. Deepak Sharma Executive (Milk Cell) / Zonal Incharge BY Amit Kumar (2009-2011)
Santosh Kumar
DECLARATION BY THE STUDENTS We hereby declare that this Project Report titled
“COMPARATIVE
STUDY OF AMUL DAIRY PRODUCT WITH OTHER DAIRY PRODUCT IN JAIPUR” submitted by us is based on actual work carried out by us under the guidance and supervision of
Mr. Deepak Sharma (Amul). Any reference to work
done by any other person or institution or any material obtained from other sources have been duly cited and referenced. It is further to state that this work is not submitted anywhere else for any examination.
ACKNOWLEDGEMENT Every piece of hard work requires the combined efforts and talents of many people. An ambitious a mbitious work wor k of this t his kind, k ind, providing pr oviding analytical review r eview to the t he subject s ubject would have remained a concept rather than the finished product without cooperation of those who respondent to our request to contribute. Preservation, inspiration and motivation have always played a key role in the success of any venture. In the present world of competition and success, training is like a bridge between theoretical and practical working; willingly I prepared this particular Project. However, we all are responsible for any shortcomings remained in this report. We are very much thankful to those people who give us their valuable time and related information about
Amul. We are highly thankful to Mr. Deepak
Sharma for his support and providing me the opportunity to perform in the market and being the part of Asia’s No.1 Brand for some period.
Last but not the least; we are also thankful to our entire staff members and our friends and ofcourse, our family who have helped us directly or indirectly in preparing this project report.
PREFACE An Industrial, Business or service organization by taking up a project study is most important part of our PGDM course & is must as per the syllabus. Our PGDM course is of administrative and managerial activity of industrial, Business or service organization. The main objective of this project study is to help the students to develop ability of research of the products and practical technique to solve real life problem related to the products and to implement their theoretical knowledge in real corporate world of cut throat competition. In this grand project report we have tried to analyze the working condition of today’s markets conditions such as overcoming competition, consumer demand, customer satisfaction, price, brand awareness among the people etc. for the betterment of the organization. In the project, we have surveyed and studied the entire area of Sanganer and Jagatpura at Jaipur for the comparative analysis for dairy products.
CONTENTS Sr. No.
Title
Page no.
1.
Introduction
2
2.
Objectives Of Project
2
3.
Overview Of Dairy Cooperatives
3
4.
Gujarat Cooperative Milk Marketing
5
Federation 5.
Famous Dairy Brands Of India
6
6.
Dairy Players In Rajasthan State
7
7.
Industry Profile Of Amul
8
8.
Introduction And History Of Amul
9
9.
Plants
14
10.
Products
16
11.
Marketing Research
24
12.
Research Design
28
13.
Data Analysis
37
14.
Findings
62
15.
Recommendations & Suggestions
64
16.
Limitations & Problems
65
17.
Conclusion
66
18.
References
67
19.
Format Of Questionnaire
68
INTRODUCTION In this research we have surveyed the product performance and buying behavior of two famous brands of dairy – Amul and Saras, which are consumed by people of all ages. During this research we have interacted with people of “Jaipur”. After this research we came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. We also came to know which particular brand of milk is most preferred by people of different age groups. In this research we have surveyed that how frequently and how much dairy products they consume, whether they buy small, or big packs. Trend of ongoing changes in their likings has been shown in the report. In this report we have tried to explain the entire research and facts product wise.
OBJECTIVES OF PROJECT 1. To know the market share of Amul products 2. To know the perception of customers regarding Amul products. 3. To determine the customers satisfaction regarding Amul products. 4. To determine the factors influencing the choice of customers regarding Amul products. 5. To Know effectiveness of the Marketing strategy and sales promotion in market. 6. Evaluating the competitor’s strength and weakness in rural market 7. Retailers expectation from company.
\
OVERVIEW OF DAIRY COOPERATIVES Dairy Cooperatives account for the major share of processed liquid milk marketed in the country. Milk is processed and marketed by 170 Milk Producers’ Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. The Dairy Board’s programmes and activities seek to strengthen the functioning
of
Dairy
Cooperatives,
as
producer-owned
and
controlled
organisations. NDDB supports the development of dairy cooperative by providing them financial assistance and technical expertise, ensuring a better future for India’s farmers.
Some of the Major
Dairy Cooperatives Federations include:
Andhra Pradesh Dairy Develeopment Cooperative Federation Ltd. (APDDCF)
Bihar state cooperative milk producers’ federation ltd. (COMPFED)
Gujarat Cooperative 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 (KCMMF)
Cooperative Milk Marketing Federation Ltd.
Madhya Pradesh State Cooperative Dairy Federation Ltd. (MPCDF)
Maharashtra
Rajya
Sahakari
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)
West Bengal Cooperative Milk Producers’ Federation Ltd. (WBCMPF)
GUJARAT COOPERATIVE MILK MARKETING FEDERATION
An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
Members:
13 district cooperative milk producers' Union
No. of Producer Members:
2.79 million
No. of Village Societies:
13,328
Total Milk handling capacity:
11.22 million litres per day
Milk collection (Total - 2008-09):
3.05 billion litres
Milk collection (Daily Average 2008-09):
8.4 million litres
Milk Drying Capacity:
626 Mts. per day
Cattlefeed manufacturing Capacity:
3500 Mts per day
INDUSTRY PROFILE
Type: Co-operative Industry: Dairy Founded: 1946 Headquarters: Anand Key People: Chairman, Kaira District Cooperative Milk Producers’ Union Limited (KDCMPUL) Revenue: INR (Indian Rupee) 67.11 billion; $1.33 USD (in 2008-09) Employees: 735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers Website: www.amul.com 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).
INTRODUCTION AND HISTORY OF AMUL In the year
1946 the first milk union was established. This union was started
with 250 liters of milk per day. In the year year 1946 the union was known as
1955 AMUL was established. In the
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 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a
privately owned company and held monopoly over the supply of milk at
Bombay
from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to
Sardar 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 village near Anand, on 4
th
Samarkha
January 1946. He advised the farmers to form a society
for collection of the milk.
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 district went 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
ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name
At the initial stage only
AMUL.
250 liters of 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 liters 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 centers 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. laid the foundation on
Dr.Rajendra Prasad, the president of India
November 15, 1954. Shri Pandit Jawaharlal Nehru, the
prime minister of India declared it open at Amul dairy on
November 20, 1955.
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. 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
Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.
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 into fame i.e.
AMUL (ANAND MILK UNION LIMITED), a name which suggest
THE TASTE OF INDIA.
PLANTS First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite.
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese. Today,
twelve dairies are producing different products under
the
brand name Amul. Today Amul dairy
is
no. 1 dairy in
Asia and no. 2 in the world, which is matter of proud for Gujarat and whole
India.
PRODUCTS Bread Spreads: AMUL BUTTER Utterly butterly delicious
DELICIOUS TABLE MARGARINE The delicious way to eat healthy
AMUL LITE Low Fat, Low Cholestrol Bread Spread
Milk Drinks: AMUL KOOL MILK SHAAKE
AMUL KOOL
AMUL KOOL KOKO A delight to Chocolate Lovers. Delicious Chocolate taste
AMUL KOOL CHOCOLATE MILK
AMUL KOOL CAFÉ
NUTRAMAL ENERGY DRINK A drink for Kids - provides energy to suit the needs of growing Kids
AMUL KOOL FLAVOURED BOTTLED MILK
AMUL MASTI SPICED BUTTERMILK Amul introduces the Best Thirst Quenching Drink
AMUL KOOL THANDAI
AMUL LASSEE
AMUL KOOL FLAVOURED TETRA PACK
Powder Milk: AMUL SPRAY INFANT MILK FOOD Still, Mother's Milk is Best for your baby
AMUL INSTANT FULL CREAM MILK POWDER A dairy in your home
SAGAR SKIMMED MILK POWDER Which is especially useful for diet preparations or for use by people on low calorie and high protein diet.
AMULYA DAIRY WHITENER The Richest, Purest Dairy Whitener
SAGAR TEA COFFEE WHITENER
Fresh Milk: AMUL FRESH MILK This is the most hygienic milk available in the market. Pasteurised in the state of the art processing plants and pouch –packed for convenience.
AMUL GOLD MILK
AMUL TAAZA DOUBLE TONED MILK
AMUL LITE SLIM AND TRIM
AMUL FRESH CREAM
AMUL SHAKTI TONED MILK
AMUL CALCI+
AMUL BUTTERMILK
Cheese: AMUL PASTEEURISED PROCESSED CHEESE 100% Vegetarian Cheese made from microbial rennet
AMUL CHEESE SPREADS Tasty Cheese Spreads in 3 great flavours.
AMUL PIZZA MOZZARELLA CHEESE Pizza cheese...makes great tasting pizzas!
AMUL EMMENTAL CHEESE The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma
GOUDA CHEESE
For Cooking: AMUL/SAGAR PURE GHEE Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.
COOKING BUTTER
UTTERLY DELICIOUS PIZZA
MAST DAHI
AMUL MALAI PANEER Ready to cook paneer to make your favourite recipes!
MITHAI MATE Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.
PRO-BIOTIC DAHI Desserts: AMUL ICE CREAMS Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.
AMUL MITHAEE GULAB JAMUN Pure Khoya Gulab Jamums...best served piping hot.
AMUL BASUNDI
AMUL SHRIKHAND A delicious treat, anytime.
AMUL CHOCOLATES The perfect gift for someone you love.
Health Drink: NUTRAMUL Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India.
AMUL SHAKTI HEALTH FOOD DRINK Available in Kesar-Almond and Chocolate flavours.
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 RESEARCH
INVOLVED
IN
MARKETING
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.
(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 :-
Identifying the problem involves getting
acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of company’s 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) (2) (3) (4)
What to sell When to sell Where to sell How to sell
(4) Determine the sources of information :(a)
Primary Data :- Primary datas are those which are gathered specially for the project at hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company
salesman,
middleman,
consumers,
buyers, trade association’s executives & other businessman & even competitors. (b)
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.
(4) 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 or telephone 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.
Preparation of questionnaire
Presetting of questionnaire
Planning of the sample
(5) Tabulate, Analysis and Interpret the Data :The report must give/contain the following information:1)
The title of research
2)
The name of the organization for which it has been conducted
3)
The objectives of research
4)
The methodology used
5)
Organization and the planning of the report
6)
A table of contents along with charts and diagrams used in the reports
7)
The main report containing the findings
8)
Conclusion arrived at end recommendations suggested
9)
Appendices (containing questionnaire / forms used sample design,
instructions.)
(6) 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.
RESEARCH DESIGN 1. RESEARCH PROBLEM Increase the awareness level of
AMUL milk.
Seek the general perception of consumer towards To find the performance of
AMUL milk.
AMUL milk vis-à-vis other Brands.
To know the consumer psyche and their behaviour towards
AMUL milk.
2. RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES To know the relationship of sales with the advertisement. To know awareness of people towards
Amul milk and other products.
To know which advertisement tool is mostly preferred by people.
To
know
the
preference
of
Amul milk with comparison to
other competitive brands. To know the factors which affects consumer’s buying behaviour
to purchase chocolates.
3. 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. As milk is different product, the main information needed
is the various
types of milk available in the market, their calorific value, fat percentage and SNF percentage and various other facts. As Amul milk advertisements are mainly done through audio visual media
and on television the advertisement is being telecasted timely and on the proper time or not.
4. CHOICE OF RESEARCH DESIGN – ALTERNATIVES & CHOICE Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research. Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem.
The two general types of research are:
EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.
CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.
5. RESEARCH INSTRUMENT USED - DETAILS & WHY? If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of:
Multiple Choice Questions
Open End Questions
Dicthomus
MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process.
OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction.
DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’.
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY? Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e.
CLUSTER AND CONVENIENCE. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---rather than individually -- are called
CLUSTER-SAMPLING METHODS. They
are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called
AREA SAMPLING may be the only
practically feasible form of probability sampling.
NONDISGUISED, STRUCTURED TECHNIQUES The
NON STRUCTURED TECHNIQUES for attitude measurement are
primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer.
STRUCTURED TECHNIQUES can provide
a more objective measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed.
SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas and I have chosen
Sanganer and Jagatpura.The total sample
size was 150.
CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers and retailers were to be surveyed.
CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. I visited
bus stands, milk parlours, gardens, etc.
SAMPLING 1. Sampling Technique
: Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected)
2. Sample Unit
: People who buy milk available in retail outlets, superstores, etc
3. Sample size
: 150 respondents (Age ranging between 15 yrs to 65 yrs)
4. Method
: Direct interview through questionnaire.
5. Data analysis method
: Graphical method.
6. Area of survey
: Sanganer and Jagatpura of Jaipur District.
7. Timing of survey
: 7:00 am to 11:30 am
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 there willingness to purchase milk.
The help of questionnaires conducted direct interviews, in order to get accurate information.
In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs.
I visited as many respondents as I can and asked them their real likings of customer.
It is really a Herculean task to understand Consumer Behaviour, as the definition suggest, “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services”.
In order to collect accurate information I visited to Garden, Parks, Milk Parlours, Superstores, Retailers and each and every question was filled personally by the respondents and checked properly.
People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.
QUESTIONNAIRE FOR RETAILER 1.
Which brand of milk is more demanded to you? RESPONDENT PERCENTAGE AMUL
12
SARAS
84
LOTUS
2
RELIANCE
1
OTHER
1
INTERPRETATION It is clearly shown from the data collected that most of the population use to consume the milk that is processed locally and that is of their own state cooperative. It is clearly shown that saras milk is more in demand followed by amul milk and other brands.
2. What is the reason of purchasing branded milk?
RESPONDENT RESPONDENT PERCENTAGE GOOD QUALITY
74%
GOOD TASTE
16%
REASONABLE PRICE
6%
OTHER REASON
4%
INTERPRETATION It is concluded from the above data that people consumes branded milk because of good quality that is about 74% followed by good taste i.e. 16% and reasonable price 6%.
3.
Which promotional offers attract you most? RESPONDENT PERCENTAGE FREE GIFTS
12%
MORE PROFIT MARGIN
84%
ANY OTHER
4%
INTERPRETATION To sell out the product there are many promotions activity conducted by the company to face the competition the offer give by the company are like free gift, price offer, or any other o ther scheme. s cheme. In I n this 12% are giving the free gift offer o ffer (scratch (scratc h the card scheme), 84% are directly giving the price offer, and 4% giving the any other kind of scheme.
4. What is the market share of leading brands in milk? RESPONDENT RESPONDENT PERCENTAGE AMUL
12%
SARAS
78%
LOTUS
5%
RELIANCE
3%
OTHER
2%
INTERPRETATION The data collected collected shows that at present the market share of saras milk is more with about 78 % and this is followed by amul milk with 12 % and the other brands lotus and reliance contribute 5 % and 3 % respectively.
5. Perception of Retailers regarding Adulteration, Powder in milk, Fat and SNF? RESPONDENT PERCENTAGE AWARE
24 %
UNAWARE
76 %
INTERPRETATION It is shown from the data collected that a great amount of retailers are unaware about the adulteration, powder in milk, fat and SNF percentage and just selling the milk in order to make profit and just serving the demands of consumers.
6. Penetration of Amul Milk in market is about….. RESPONDENT PERCENTAGE 10-20%
76 %
20-30%
14 %
30-40%
6%
ABOVE 40%
4%
INTERPRETATION It is clearly shown from the response of Retailers that much of these people that is about 76 % think that Amul Milk is between 10-20 % deep penetrated into the dairy market and 14% think that Amul is about 20-30% in market.
7. What problem you are mostly facing with pouched milk brands? RESPONDENT PERCENTAGE LEAKAGE
52 %
BILLING
28 %
DELAYED DELIVERY
14 %
OTHER PROBLEM
6%
INTERPRETATION It is shown from the data that most of the Retailers faces the problem of Leakage in milk pouches that is about 52 % followed by the problem of billing 28%, Delayed Delivery 14% and other problems 6%. These problem arouses due to improper packaging, improper handling and auditing problems etc.
8. As Amul is able to serve you without taking any security deposit from you and availing you the products directly, so would you like to avail Amul milk in your shops? RESPONDENT PERCENTAGE Yes
16 %
No
84 %
INTERPRETATION It is clearly shown from the data that most of the people are not ready to keep Amul Milk because of the less demand from the people and due to the lack of awareness about natural milk and brand image of Amul.
9. Why you didn’t like to have Amul milk in your shops? RESPONDENT PERCENTAGE NO CONSUMER DEMAND LACK OF AWARENESS AMONG PEOPLE ABOUT AMUL MILK
46 % 40 %
STRICT “NO”
8%
PAST BAD EXPERIENCE
6%
INTERPRETATION Most of the Retailers are not ready to take Amul Milk because there is no demand and lack of awareness among people about Amul. But some are just sticking to the word “No” and some have some bad experience in their past so they are not ready to take risk again.
10. What is your overall opinion about Amul products RESPONDENT PERCENTAGE VERY GOOD
18 %
GOOD
48 %
NEITHER BAD NOR GOOD
26 %
BAD
8%
VERY BAD
0%
INTERPRETATION It is clearly visible from the data collected and chart that most of the people have their opinion about Amul is Good that is about 48% and 26 % people have their opinion as neither good nor bad and 18% have their opinion as Very Good.
Quest ionna ir e f or Consumer 1. Which class of people has been surveyed? RESPONDANTS
PERCENTAGE
EMPLOYED
50
33%
SELF-EMPLOYED
80
53%
INTERPRETATION As the above data shown, it clearly states that the people surveyed are 33% employed , 53 % are self employed and remaining 4 % are neither employed or self employed. The people are surveyed to serve a specific purpose. The data colleceted is primary data.
2. What kind of milk you mostly like to prefer? RESPONDANTS
PERCENTAGE
BRANDED
130
87%
NON- BRANDED
20
13%
INTERPRETATION From the above data it is clearly conclude that the most of the population is interested to purchase and consume branded milk that is about 87 % and least of the population is consuming the unbranded milk.
3. Who consumes the milk in your family? RESPONDANTS
PERCENTAGE
CHILDREN
32
21 %
TEENAGER
37
25 %
YOUNG
67
45 %
OLD
14
9%
INTERPRETATION From the stated data, it is shown that most of the population who consumes the milk is youngsters in the form of milk, tea or other form of milk. And next to youngsters is the population of teenagers followed by children and old people.
4. Which brand of milk you like to purchase? RESPONDANTS
PERCENTAGE
AMUL
24
16 %
SARAS
108
72 %
LOTUS
9
6%
RELIANCE
6
4%
OTHER
3
2%
INTERPRETATION The above data shown clearly states that most of the local populations prefers to purchase the saras milk followed by Amul, Lotus, Reliance and other brands.
5. Are you aware about the adulteration in milk? RESPONDANTS
PERCENTAGE
YES
62
41 %
NO
88
59 %
INTERPRETATION From the collected data, it is clearly concluded that most of the population is unaware about the adulteration in milk and less population about 41 % is aware about the adulteration.
6. You mostly prefer to buy Saras over Amul because of ? RESPONDANT
PERCENTAGE
EASY AVAILABILITY
42
28 %
BETTER TASTE
6
4%
BETTER QUALITY
18
12 %
PRICE
24
16 %
STICKING TO TRADITIONAL THINKING
60
40 %
INTERPRETATION It is shown from the collected data that most of the population i.e. 40% prefers to purchase saras beacause of the their stickiness to traditional thinking as they thought that saras is their own state brand and fresg as it is processed in the state and amul comes from gujarat, some thought amul is a private and saras is governement brand.
7. Are you aware about the quality and brand image of Amul? RESPONDANT
PERCENTAGE
YES
96
64 %
NO
54
36 %
INTERPRETATION From the collected data it is clearly visible that most of the population is aware about the brand image of Amul but still they are not consuming it a lot.
8. Are you aware that Amul milk is the only natural milk with no powder? RESPONDANT
PERCENTAGE
AWARE
84
56 %
UNAWARE
66
44 %
INTERPRETATION It is clearly seen from the data collected that most of the population is aware but still a considerable amount of population is unaware about the powder in milk or we can say, don’t know the real meaning of natural milk.
9. Do you know the difference between tonned, double tonned and full creamed milk?
RESPONDANT
PERCENTAGE
YES
38
25 %
NO
112
75 %
INTERPRETATION It can be clearly concluded that a great amount of population is unaware and don’t know the difference between tonned. Double tonned and full creamed milk. They only differ the milk on th basis of their packing pouches colour.
10. Can you recall the advertisement of Amul on national and satellite channels? RESPONDANT
PERCENTAGE
YES
48
32 %
NO
102
68 %
INTERPRETATION It is clearly shown from the collected data that much of the population is neither able to recall the Amul advertisement on national and satellite channels due to lack of frequency of advertisnement or giving advertisements at the inappropriate time when very less population watches the television.
11. Which media of advertisement influence your purchase? RESPONDANT
PERCENTAGE
TELEVISION
79
53 %
NEWSPAPER
35
23 %
HOARDINGS
24
16 %
DISPLAYS
8
5%
BROCHURES
4
3%
INTERPRETATION The data collected interprets that much of the populatis is influenced by the advertisements that are shown at different channels of television as it is the only media which can influence both literate and illiterate people. The rest other media can only influence the person who is able to write and read that is literate persons.
12. Which of these factors affects your purchase?
ATTRACTIVE DISPLAYS ADVERTISEMENTS BRAND AMBASSADOR DOCTOR’S ADVICE
RESPONDANT
PERCENTAGE
22
15 %
78
52 %
38
25 %
12
8%
INTERPRETATION It is clearly shown from the data collected that much of the purchase is influenced by advertisements followed by any brand ambassador. The audio-visual media influenced this greatly.
13. What factors effects you in Amul advertisement? RESPONDANT
PERCENTAGE
68
45 %
JINGLES
26
17 %
MUSIC
18
12 %
COMEDY
22
15 %
OTHER
16
11 %
BRAND AMBASSADOR
INTERPRETATION It is clearly visible from the collected data that most of the population is affected by the brand ambassador in advertisements followed by jingles, comedy and music in that advertisements.
14. How much importance do you give to the following factors when you purchase a milk ? Very Imp.
Important
Normal
Least Imp.
Taste/ Flavour
86
32
22
10
Price
14
106
18
12
Packaging
92
32
20
6
Quantity
78
32
26
14
INTERPRETATION It is clearly shown from the data I found that the basic concentration of the consumer is on taste 88% says that they purchase if they like the taste of the product. 96% says if normal price would be there a taste is good than price dose not matter. 78% of the consumer says that if they are getting best quality product at nominal price than the packaging is least important. 78% says that they are mainly seeing the quality of the product if the product is qualitative than they are ready to pay any price for that product.
15. If your preferred brand is not available for repeat purchases then what will You do? POSTPONE YOUR PURCHASE SWITCH TO OTHER BRAND
RESPONDANTS
PERCENTAGE
18
12 %
60
40 %
72
48 %
GO TO OTHER SHOP FOR PURCHASING OUR BRAND
INTERPRETATION Every person is having their own taste & preferences. Some consumer are compromising with their taste and preferences and some are not according to the survey 11% of the consumer are postponing the purchase of the product, 40 % of the consumer are switch over to any other product, & 49 % will search the product at any other place they don’t compromise for the same.
FINDINGS CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. In this we came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.
PRODUCT RESEARCH: Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, color, and quantity etc. of their favorite chocolate.
PRICING RESEARCH: This includes ability to consume, to pay for the product, how much a person can spend on his/her favorite chocolate. In this I have tried to find out consumer’s price expectations and reactions.
ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness. From
the
one
and
half
month
experience
of
our
research
project
“COMPARATIVE STUDY OF AMUL DAIRY PRODUCT WITH OTHER DAIRY PRODUCT IN JAIPUR” We have come to know lot of things and it has enhanced our knowledge to great extent. We found many things which are well
executed by distributors. Here are some of the key findings given by us are purely based on our research. It doesn’t have any kind of bias from our side.
They are given as under:
MY FINDINGS During the survey it was found that still there are
40% people who
have no interest in Amul Products.
Lack of Awareness in Consumers and Retailers. Many people are not know about Amul Products specially children and teenagers.
As I found that the
main competition of Amul is with Saras as
most of the population is bound or more interested to consume their own state brand When I interviewed people then many of the people cannot recall
Amul advertisement. It shows
Lack of Advertisement or
advertisement is not timely given or advertisement is not given on right time. In its advertisement is
not using any brand ambassador which
attracts all age group people .
RECOMMENDATIONS & SUGGESTIONS In order to maintain and increase the sales in the city of
Jaipur, the
following recommendations regarding Amul Products; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested: First and foremost Amul should take proper action in order to improve
service, because a
No.1 Brand of India and Top brand of Asia, it deserves
to capture more market and should be more penetrating in market for its all products. Company should use
brand ambassador which attracts each age segment
i.e. Salman Khan, John Abhraham, Aishwarya Rai, Katrina kaif, Sachin Tendulkar etc. Amul should give some
scratch coupons, gifts or any free scheme to
attract customers and Retailers in market. Distributors should employee a person to deliver milk to customer’s home
on placing orders like Dominos Pizza. Amul should give local advertisements apart from the advertisements given
at the national level. Local advertisement must mention the exclusive Amul shops and Distributors of the city. Though Amul advertisements are rarely shown on television yet many
people can’t recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name.
LIMITATIONS & PROBLEMS Limited time available for interviewing the respondents. As a result of
this it was not possible to gather full information about the respondents. When I interviewed children and teenagers, sometimes they use to give
answers under the influence of their parents or elders. As summer training is going under summer season so sometimes people
are less interested in filling up questionnaire. Non-cooperative approach, rude behavior of the respondents and sticking
to their old custom made approach. If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
CONCLUSION As we know that
Amul is big cooperative of India and well known for its
super brand image not only in India but also in Asia and market leader in Dairy products. It is a cooperative from Anand, Gujarat and has a well known and prestigious image in whole India. As Amul can flourish in any part of India if it
rectify some of its mistakes in advertising , marketing and auditing then it can make a boom in whole India. Amul is not only a well known brand in milk products but also a well known brand in ice creams and chocolates capturing a considerable amount of market share in each sector.
The survey resulted into following conclusions : Amul must come up with
new promotional activities to increase sales.
Quality is the dominating aspect which
Amul product, but
influences consumer to purchase
prompt availability of other milk brands and
aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. Amul should aware the customer about its image and quality so that this
may lead to increase in demand and further sales. Amul should use a brand ambassador and should make frequent
advertisements to capture the mind of customers and consumers.
REFERENCES
WEB SITES: -
www.nddb.org
-
www.amul.com
-
www.scribd.com
-
www.google.com
-
www.marketresearch.com
-
www.dairy.com
-
www.managementparadise.com
BOOKS: - Marketing Management
-Philip Kotler
- Research Methodology
-C. R. Kothari
QUESTIONNAIRE FOR RETAILER (Please tick the appropriate response) 1.
Which brand of milk is more demanded to you?
Amul
Saras
Lotus
Reliance
Other
2. What is the reason of purchasing branded milk?
3.
Good quality
Good taste
Reasonable price
Other reason
Which promotional offers attract you most?
Free gifts
More profit margin
Any other
4. What is the market share of leading brands in milk?
Amul
Saras
Lotus
Reliance
Other
5. Penetration of Amul Milk in market is about
10-20%
20-30%
30-40%
Above 40%
6. Perception of Retailers regarding Adulteration, Powder in milk, Fat and SNF?
Aware
Unaware
7. What problem you are mostly facing with pouched milk brands?
Leakage
Billing
Delayed delivery
Other
8. As Amul is able to serve you without taking any security deposit from you and availing you the produts directly, so would you like to avail Amul milk in your shops ?
Yes No
9. Why you didn’t like to have Amul milk in your shops?
No consumer demand
Lack of awareness among people about Amul milk
Strict “NO”
Past bad experience
10.What is your overall opinion about Amul products
Very Good
Good
Neither bad nor good Bad
Very Bad ……………………………………………………………………………………… Name ________________________
Place
________________________ …..THANK YOU……..
QUESTIONNAIRE FOR CONSUMER (Please tick the appropriate response) 1. Which class of people has been surveyed?
Employed
Self-employed
2. What kind of milk you mostly like to prefer?
Branded Non-Branded
3. Who consumes the milk in your family?
Children
Teenager
Young
Old
4. Which brand of milk you like to purchase?
Amul
Saras
Lotus
Reliance
5. Are you aware about the adulteration in milk?
Yes No
6. You mostly prefer to buy Saras over Amul because of ?
Easy availability
Better taste
Better quality
Price
Sticking to traditional thinking
7. Are you aware about the quality and brand image of Amul?
Yes No
8. Are you aware that Amul milk is the only natural milk with no powder?
Yes No
9. Do you know the difference between tonned, double tonned and full creamed milk?
Yes No
10.Can you recall the advertisement of Amul on national and satellite channels?
Yes No
11. Which media of advertisement influence your purchase?
Television
Newspaper
Hoardings
Display
Brochures
12. Which of these factors affects your purchase?
Ingredients
Attractive Displays
Advertisements
Brand ambassador
Doctor’s Advice
13.What factors effects you in Amul advertisement?
Brand ambassador
Jingles
Music
Comedy
Other
14. If your preferred brand is not available for repeat purchases then what will You do?
Postpone your purchase
Switch to other brand
Go to other shop for purchasing our brand
