consumer bonding towards amul milk & milk products

The Taste of India

A PROJECT REPORT ON

“CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” Project Report Submitted

By Mr. Mr. Saiyed Sohelahmed S [USN: 1HM07MBA 44]

Under the guidance of Internal Guide:

External Guide:

Mr. Vinayak Kammar,

Mr. G.D.Trivedi,

Lect.

Department of MBA,

Sr.Officer (Administrative) HMSIT,

AMUL,

Tumkur.

Anand (Gujarat)

In the partial Fulfillment of the requirement for the award of the degree in MBA

VISVESVARA VISVESVARAY YA TECHNOLOGICAL TECHNO LOGICAL UNIVERSITY , Belgaum.

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 1

The Taste of India

Department of Management Studies H.M.S.INSTITUTE OF TECHNOLOGY NH-4 Kesarmadu post, Kyathsandra , Tumkur-572104 March 2009

CERTIFICATE BY THE GUIDE

This is to certify that Mr. Saiyed Sohelahmed S a bonafied student of IV Sem MBA bearing USN:1HM07MBA44 has carried out the Summer STUDY ON project Report entitled A STUDY

“CUSTOMER BONDING TOWARDS TOWARDS

AMU AMUL L MILK MILK & MILK MILK PROD PRODUC UCTS TS IN ANAN ANAND D DIST DISTRI RICT CT” ”

unde underr my

supervision & guidance. The project report prepared by him/her is original to the best of my knowledge.

Signature

of

the

Guide, ……………………… Mr. Vinayak Kammar, Lecturer, MBA dept. HMSIT, Tumkur.


The Taste of India

Contents Chapt er no.

Title

Page no.

Executive Summary

1

General Introduction

1

•

Introduction to the Topic

1

•

Profile Profile of the Industry

3

•

Company Profile

7

•

Product Profile

17

2

Theoretical Background of the

21

3

Study Design of the Study

24

4

Analysis & Interpretation

33

5

Findings, Suggestions &

51

Conclusions Annexure: a) Bibliography b) Questionnaire Questionnaire DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 3

55-56

The Taste of India

List of Tables: Table no.

Contents

Page no. 33

5.4

Classification of Customers Based On Sex Analysis of Occupation of the Respondents Analysis of Monthly Income of the Respondents Anal An alys ysis is of Facto actors rs to Buy Buy AMUL AMUL

5.5

Milk and Milk Products Opinion of the Respondents

39

5.6

Regarding Quality Analysis of Consumption of Average

40

5.7

Milk per Day Anal An alys ysis is of Pu Purc rcha hase se Dura Durati tion on of

42

5.1 5.2 5.3

5.8 5.9 5.10

the AMUL Milk & Milk Products Analysis of Rating Towards AMUL Milk & Milk products Analysis of problems in Amul Milk Products Analysis of Availability of Products


35 36 38

43 45 46

The Taste of India

5.11 5.12

from Dealers Analysis of Value for Money Paid by the Respondents Analysis of Recommendations Recommendations

48 49

List of Graphs: Graph no. 5.1 5.2 5.3

Contents Classification of Customers Based On Sex Analysis of Occupation of the Respondents Analysis of Monthly Income of the Respondents

Page no. 34 35 37

5.4

Analysis of Factors to Buy AMUL Milk and Milk Products

38

5.5

Opinion

Respondents

40

5.6

Regarding Quality Analysis of Consumption of Average

41

5.7

Milk per Day Anal An alys ysis is of Pu Purrchase chase Dura Durati tion on of

43

of

the

the AMUL Milk & Milk Products

5.8

Analysis Analysi s of Rating Towards AMUL Milk & Milk products

44

5.9

Analysis of problems in Amul Milk Products Analysis of Availability of Products

46

5.10

from Dealers DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 5

47

The Taste of India

5.11

Analysis of Value for Money Paid by the Respondents

49

5.12

Analysis of Recommendations Recommendations

50

DECLARATION

STUDY ON I hereby declare that this dissertation entitled A STUDY

“CUSTOMER

BONDING

IN

DISTRICT”

Busi Busine ness ss

TOWARDS

AMUL

MILK

&

MILK

PRODUCTS

ANAND

Submitted in partial fulfillment for the Award of Master of

Admi Ad mini nist stra rati tion on

to

Visve isvesv svar aray aya a

Techn echnol olog ogic ical al

Univ Univer ersi sity ty,,

Belgaum, is a record of independent research work carried out by me.

I also declare that this dissertation is a result of my own efforts and has not been submitted earlier for the award of any degree/ diploma or any other University. University.

Saiyed

Place: TUMKUR

Sohelahmed S [USN: 1HM07MBA44 1HM07MBA44]] Date:


The Taste of India

ACKNOWLEDGMENT I would like to take this opportunity to express express my since gratitude to all those who guide me in right direction to complete this report.

I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of H.M.S.I.T. for his encouragement throughout the course of this study.

I also take this opportunity to thank Dr. Hasmukh Savlani, Director and Prof.G.V.M.Sharma, Head of the Department of Management Studies for their constant guidance and assistance throughout this study.

I also express my sincere thank to Mr. Vinayak Kammar lecturer Departme Department nt of Manageme Management nt Study, Study, H.M.S.I.T H.M.S.I.T,, Tumkur, umkur, for his constant constant guidance and assistance throughout this study.


The Taste of India I also express express my sincere sincere thank thank to Mr. Mr. G.D.Trivadi rivadi administ administrati rative ve officer of Amul for giving proper guidance of the project and also thanks to Amul to give me the opportunity for doing project work.

Last but not the least, I would like to thank my respondents for sparing their precious time to answer my questionnaire and giving me the valuable information I needed. Finally my sincere thanks to my parents and to my entire friend to their support and motivation throughout the project.

Saiyed Sohelahmed s (USN.1HM07MBA44)


The Taste of India

(ON THE COLLEGE LETTERHEAD)

DATE: CERTIFICATE

Mr. Saiyed Sohelahmed S bonafide This is to certify that Mr. student of IV SEM MBA bearing USN NO 1HM07MBA44 has undergone a main training report and prepared a report entitled “CUSTOMER BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” for a

period of 6 weeks successfully.

This This Trainin raining g Report eport is submi submitte tted d for the Award ward of partia partiall fulfillment of the Master’s degree in Business Administration Affiliated to VTU, Belgaum during the month of January 2009.

Mr. G.V.M. Sharma Jagadeesh Asst. Prof & HOD

External guide

Dr. T. R. Principal

internal guide


The Taste of India

Chapter-1 INTRODUCTION: “Marketing is a total system of business, an ongoing process of: 1. Disc Discov over erin ing g and and tran transl slat atin ing g cons consum umer er need needss and and desi desire ress into into the the products services (planning and producing the planned products). 2. Creating demand for this product and services services (through (through promotion and pricing) Servin ing g the the cons consum umer er dema demand nd thro throug ugh h plan planne ned d 3. Serv

and and ph phys ysic ical al

distribution) with the help of marketing channels and then I turn. 4. Expanding Expanding the market even even in the place place of keen competit competition.” ion.”

The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organize the ,marketing function, implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment accomplishment of the set marketing marketing objectives. objectives. The marketing programme covers producer planning or merchandising, price, promotion and distribution. In short, modern marketing begins with the customer, not with production cost, sales, technological landmarks and it ends with the customer satisfaction and social well-being. Under the market- driven economy buyer or customer is the boss. Marketing has been viewed as an ongoing or dynamic process involving a set set of inte interac racti ting ng activ activiti ities es deal dealing ing with with a mark market et offer offering ing by prod produc ucers ers to consumers on the basis of reliable marketing anticipation. Marketing is a matching process by which a process by which a producer provides a marketing mix that meets consumer demands of a target markets within within the the limits limits of socie society ty.. The proc process ess is base based d on corp corpor orate ate go goals als and and DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 10

The Taste of India corp corpora orate te capa capabil biliti ities. es. Marke Marketin ting g proc process ess brin brings gs toge togethe therr produ produce cers rs and and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange or a transaction takes when market offering is acceptable to the customer who is prepared to give something value I return against the product so bought.


The Taste of India

INDUSTRY PROFILE:

Dairy is a place where handling of milk and milk products is done and tech techno nolog logy y refer referss to the the appl applica icati tion on of scien scientif tific ic kn knowl owled edge ge for for prac practic tical al purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production production in the country multinational multinational companies companies are planning planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates certificates from the authorities. authorities. This will help them in marketing marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 12

The Taste of India growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn. Milk Production from 1950 to 2020

1950 –

17 million tonnes

1996 –

70.8 million tonnes

1997 –

74.3 million tonnes

(Projected) 2020 – 240 million tonnes Expected to reach- 220 to 250 mt – 2020 India contributes contributes to world milk production production rise from 12-15 % & it will increase up to 30-35% (year 2020) (Million (Millio n MTs) MTs)

World's Major Milk Producers

Country

India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia

2002-03

81 75 34 27 24 21 71 14 15 12 11 11 10 9

2003-04 (Approx.)

84.5 77 33 27 24 22 71 14 14 12 12 11 10 10


The Taste of India R esearch esearch and Development in Dairy Ind ndus ustr try y:

The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy comp compan anie iess R&D R&D resu result ltss prov provid idee base base for for toda today’ y’ss indu indust stry ry grow growth th and and development. The research and development of products of dairy, like yogurt and cheese market research and company company reports provides insights into product product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread world wide through obtaining obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are also helps industry industry to expand its market worldwide even small union also. Development of Food Processing Ind ndus ustr try y:

The food processing industry industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded accorded it is a high priority, priority, with a number of fiscal relieves and incentives, incentives, to encour encourage age commerci commercializ alizatio ation n and value value additio addition n to agricul agriculture ture produc produce, e, for minimizing harvest wastage, generating employment and export growth. Food Food proc process essin ing g indu industr stry y is prov providi iding ng back backbo bone ne supp support ort to the the milk milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed milk milk etc. etc... some some milk milk produ roduct ctss like like Case Casein in and and Lact Lactos osee are are also also bein being g manufactured lately. Therefore, there is good scope for manufacturing these products locally local ly..


The Taste of India Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.

Investment Potential in Milk Produ ro duct ctss:

At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 20052010 is estimated at 71.875 cr. Production of Milk in India:

The facts and figures here shown are calculated on the basis of percentage increases pear year. Year

1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04

Production in million MT

61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0


The Taste of India 2004-05 2005-06 2006-07

97.65 102.45 107.58

Company profile Company Profile of Amul: AMUL means "priceless" in Sanskrit. The brand name "Amul," from the

Sans Sanskri kritt "Amoo "Amoolya lya," ," was sugge suggeste sted d by a qu quali ality ty cont contro roll expe expert rt in Anan Anand. d. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses


The Taste of India

AMUL stands for, A=

Anand

M = Milk U = Union L = Limited. Milestone of Amul:

Name

Karia dis district co co-operative mil milk k pr producer’s r’s ltd ltd, wid widely kno known as as

From Loca Lo cati tion on

“Amul” Co-op -operativ tive sect ector reg register tered under the co-operat rative ive soc society act Amul Amul dai dairy ry,, nr, nr, rail railwa way y stat statio ion, n, Amul Amul dai dairy ry roa road, d, Anan Anand d Guja Gujara ratt ,

India Registration 14 th December, 1946 Registered Registered Kaira district district co-operat co-operative ive milk producer’s producer’s ltd, Anand -388 001. Size

Gujarat Production of of di different pr products on on la large sc scale, co collecting 9 to to 15 15

Plant

lakh liters milk everyday & producing milk products. There are 4 plants 1) Amul Plant

Banker

2) Kanjari Plant

3) Mogar Plant 4) Khatraj Plant 1. The Kaire District Center Co-Operative Bank Ltd. 2. UTI bank 3. SBI

4. Bank of Baroda 5. Corpora Corporation tion bank bank

Maharashtra DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 17

6. Bank of

The Taste of India Working Founders

10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya

Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each other. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. o

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

o

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

o

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

o

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

Brief History of Amul: Amul Amul (Ana (Anand nd Milk Milk Unio Union n Limi Limite ted) d),, form formeed in 19 1946 46,, is a dair dairy y coop cooper erat ativ ivee move moveme ment nt in Indi India. a. It is a bran brand d name name mana manage ged d by an apex apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.


The Taste of India (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-o co-ope perat rative ive orga organi niza zatio tion's n's succe success ss in the the long long term. term. It is on onee of the best best examples of co-operative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. ”The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien , former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol , chairman of the Banaskantha Union, was elected chairman of GCMMF .


The Taste of India AMUL: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded heralded the 'White Revolution' Revolution' in India. It began with two village cooperatives cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thous thousan and d villa village ge coop cooper erati ative vess owne owned d by half half a milli million on farme farmerr memb members ers.. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern of liberation and self-reliance for every farmer to follow.

The Start of a R evolution evolution The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for what whatev ever er they they were were offe offere red. d. Ofte Often, n, they they had had to sell sell crea cream m and and gh ghee ee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 20

The Taste of India that they needed to form some sort of an organization. This realization is what led led to the the estab establis lishme hment nt of the the Kaira Kaira Distri District ct Coope Cooperat rativ ivee Milk Milk Prod Produc ucers ers'' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day.

Amul's Secret of Success Thee syst Th system em succ succee eede ded d main mainly ly beca becaus usee it prov provid ides es an assu assure red d mark market et 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 agrosystem of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: •

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

•

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 Taste of India •

Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment

•

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations

•

Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers 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 villa village ge socie societie ties.T s.The he villa village ge socie society ty also also facil facilita itates tes the the implem implemen entat tatio ion n of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.

Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk coop cooper erati ative vess in Gujar Gujarat at which which aims aims to provi provide de remune remunera rativ tivee retur returns ns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Members: No. of Producer Members: No. of Village Societies:

13 district cooperative milk producers' Union 2.7 million 13,141


The Taste of India Total Milk handling capacity: Milk collection (Total - 2007-08): Milk collection (Daily Average 200708): Milk Drying Capacity: Cattlefeed manufacturing Capacity:

10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day

Sales turn over from 1994 to 2008 : Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554

Ownership Pattern of Amul: Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat Gujarat co-ope co-operati rative ve milk milk marketi marketing ng federat federation ion ltd. widely widely known known as GCMM GCMMF F face facess thro throug ugh h comp compet etit itio ion n in the the Indi Indian an mark market et by dif differe ferent nt companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surel surely y GCMMF GCMMF is growin growing g in shari sharing ng the the marke markett with with othe otherr compe competi titor torss industries. DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 23

The Taste of India Rs. 1500 1500 lakh lakh whi Now Now ther theree is machi machine nery ry arou around nd Rs. which is to be in

expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.

Information about Competitors: Thee Indi Th Indian an mark market et is do domi mina nate ted d by a larg largee nu numb mber er of smal smalll loca locall manufacture and regional players. There There are are an estim estimate ated d 15 150 0 manuf manufac actur tures es in the orga organi nize zed d segmen segmentt which which account for 30-40% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.

According to Product Categories For Liquid Milk:

For Ice-Cream Product



Gayatri Milk



Gokul Ice-Cream



Super Milk



Dairy –Den Ice-Cream



Payal Milk



Quality Walls Walls Ice-Cream Ice-Cr eam



Sardar Milk



Havmor Ice-Cream



Samrrudhi Milk



Max



Sagar Milk



Vadilal Ice-Cream


The Taste of India

For Ghee Product

For Chocolate



Gopi Ghee



Cadbury



Gayatri Ghee



Max



Krishna Ghee



Dairy Milk



A’bad Ghee



Five Star



Nestle

Butter

Cheese 

Nature butter



Britannia



Lebon

Achievements \ awards: Amul a co-operative society and its co-operation has led many different

awards in its favor. Mags Magsay aysa say y awar award d for for comm commun unit ity y lead leader ersh ship ip pres presen ente ted d in mani manila la,, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: “Padmabhusan” award given to Shri T.K. Patel


The Taste of India 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 198687 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.


The Taste of India List of Products Marketed: arketed :

Bread Spreads Amul Butter

Amul Lite

Utterly Butterly Delicious

Low fat, low Cholesterol Bread Spread

Delicious Table Margarine The Delicious way to eat healthy

Milk Drinks Amul Kool Millk Shaake

Amul Kool

Amul Kool Cafe

Kool Koko A delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy Drink A drink for Kids - provides energy to suit the needs of growing Kids

Amul Kool Chocolate Milk


The Taste of India Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

Amul Masti Spiced Buttermilk

Amul Kool Thandai

Amul introduces the Best Thirst Quenching Drink

Powder Milk Amul Spray Infant Milk Food

Amul Instant Full Cream Milk Powder

Still, Mother's Milk is Best for your baby

A dairy in your home

Sagar Skimmed Milk Powder

Sagar Tea Coffee Whitener

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

Fresh Milk Amul Fresh Milk

Amul Gold Milk

This is the most hygienic milk available in the market. Pasteurised in state-of-the-art processing plants and pouchpacked for convenience.


The Taste of India Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream

Amul Shakti Toned Milk

Amul Calci+

Cheese Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet

Amul Emmental Cheese The Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours..

Amul Pizza Mozzarella Cheese Pizza cheese...makes great tasting pizzas!

Gouda Cheese

For Cooking


The Taste of India Amul / Sagar Pure Ghee

Cooking Butter

Made from fresh cream. Has typical rich aroma and granular texture. An ethnic product made by dairies with decades of experience.

Amul Malai Paneer

Utterly Delicious Pizza

Ready to cook paneer to make your favourite recipes!

Mithai Mate

Masti Dahi

Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.

Desserts Amul Ice Creams

Amul Shrikhand

Premium Ice Cream made in various varieties and flavours with dry fruits and nuts.

A delicious treat, anytime.

Amul Mithaee Gulab Jamuns

Amul Chocolates

Pure Khoya Gulab Jamums...best served piping hot.

The perfect gift for someone you love.


The Taste of India Amul Lassee

Amul Basundi

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.


The Taste of India Chapter -2

Theoretical Background of This Study A. STATEMENT OF THE PROBLEM

Many companies are aiming for high satisfaction because because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is high highly ly cust custome omerr loya loyalty lty.. Hence Hence an attem attempt pt has has been been made made to ident identify ify the the customer attitude and satisfaction on Amul Milk Products

B.

OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. Objectives of study are; 1. To know the customer behavior and to identify the level of customer

satisfaction towards Amul 2. To offer pragmat pragmatic ic suggestio suggestion n for growth growth and developm development ent of Amul Amul products. know ow the vario various us marke marketin ting g mix mix that that influ influenc encee the the cust custome omer r 3. To kn behavior.

C. SCOPE OF THE STUDY

Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. satisfaction. These factors are,


The Taste of India Post purcha purchase se behavi behavior or,, Reputati Reputation, on, Produc Productt availab availabilit ility y, Brandin Branding, g, and convenient etc. D. METHODOLOGY

Thee stud Th study y is main mainly ly conc concer erne ned d with with beha behavi vior orss of the the cust custom omer ers’ s’ satisfaction satisfaction towards AMUL products and Milk products. products. Hence various data and methodology is considered in my report preparation. The main data sources are: PRIMARY DATA

The primary data refers to original information gathered gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.

TOOLS USED TO COLLECT THE PRIMARY DATA:

The primary data is collected on the basis of survey method with the help help of qu ques esti tion onna nair ires es,, and and inte interv rvie iews ws,, pers person onal al ob obse serv rvat atio ion, n, dire direct ct consultation with consumers and dealers. Both open and closed end questions are used in the questionnaire.

METHODS:

The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.

SAMPLING UNIT:

It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk and milk products are surveyed.


The Taste of India SAMPLE SIZE:

It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn. SECONDARY DATA:

The secondary data can be defined as data collected by son\me one else else for for pu purp rpos oses es other other than than solv solving ing probl problem em being being inves investig tigat ation ion and and previously meant for another purpose. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication.

E. LIMITATION OF THE STUDY:

1. Total otal cove covera rage ge of the stud study y is limi limite ted d to the the few few cust custom omer erss for for colle collect cting ing AMUL milk milk and and milk milk prod produc ucts ts at Anan Anand, d, Baroda Baroda,, and and Vidhyanagar & at some small village. 2. Sample size size of the study is is restricted restricted to 100 customers customers only. only. 3. Most of the respon responden dents ts hesitate hesitate to give give informat information ion but how how ever an attempt is made to collect the data systematically. 4. Time Time is the one one constra constraint int of the the survey survey..


The Taste of India

CHAPTER – 3

THEORITICAL DISCUSSION INTRODUCTION:

The term “market” is derived from the Latin word ‘Marcatus’ which means to trade or place of business. So in the literal sense and in the ordinary language, the term ‘Market’ refers to a certain place, where buyers and sellers personally meet each other and make their purchase and sales. In short, it means a certain place where goods are bought and sold. However in commerce the term ‘Market’ is used in the economic sense. In the economic sense the term ‘Market’ does not refer to any particular place where buyers and sellers meet face to face and make their purchase and sales, but covers the whole of any region, where the buyers and sellers are in such free intercourse, that is contract or communication with one another that a single price prevails for a certain commodity at a certain point of time through the region. In short, it means the getting together of buyers and sellers in person or any by mail telephone, telegraph of through any other means of communication. Marketing:

The meaning of the term ‘marketing’ can be studied under two heads. They are, 1. Traditional or old view of marketing 2. Modern of customer oriented marketing DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 35

The Taste of India Definition:

According to the American Marketing Association, “Marketing is the performances of business activities that direct the flow of goods and services from producer to customer or user” Five Stages of Customer Bonding

This Th is bo bond nd re resu sult ltss fr from om ef effe fect ctiv ivee on onee-on on-o -one ne co comm mmun unic icat atio ion, n, mu mutu tual ally ly- beneficial interaction, the company's genuine interest and involvement in the customer's life and lifestyle, a combination of customer allegiance and company advocacy, and a shared sense of purpose. Customer loyalty develops from personal relationships and trust between the company and the customer over time. This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires. AWARENESS •

Thee ar Th artt of ea earn rnin ing g cu cust stom omer er "s "sha hare re-o -off-mi mind nd"" in invo volv lves es cr crea eati ting ng an impression of personal identification with the company's products and/or services.

•

This first stage, awareness, represents the weakest aspect of a relationship beca because use it is no nonn-int inter erac activ tivee an and d de depe pend ndss en entir tirel ely y on the cu custo stome mer's r's perception

IDENTITY •

The id iden entif tific icati ation on st stage age oc occu curs rs whe when n a po pote tenti ntial al cu cust stome omerr as asks ks th thee question, "What's in it for me?"


The Taste of India •

A cu custo stome merr id iden entif tifies ies a pro produ duct ct of se servi rvice ce as me meeti eting ng on onee or mo more re important personal needs, such as self-fulfillment, status, or belonging.

•

A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company.

R ELATIONSHIP ELATIONSHIP •

At th this is st stage age,, th thee cu custo stome merr rec recei eive vess the be bene nefit fit of pr prod oduc ucts ts an and/o d/or r services tailored specifically to his individual needs (at least as nearly as the company can provide).

•

Once a customer interacts with the company, repeated experiences of individual customer satisfaction take on significant importance.

•

Customers expect that products will work and that they will receive good service. Customer delight results largely from how a product is sold and is serviced as well as how the company responds to inquiries and solves problems.

COMMUNITY •

Customer bonding requires high levels of effective interaction. interaction. When the company integrates its products and services into the life and lifestyle of its customers, communal bonding occurs.

•

The comm communi unity ty rela relation tionship ship sta stage ge ach achieve ievess an int integra egration tion of valu values, es, preferences and priorities between customer and company where each deriv de rives es mu mutua tuall be bene nefit fit.. Com Compa pani nies es th that at ac achi hiev evee th this is ty type pe of lo loya yalty lty consistently delight their customers.


The Taste of India ADVOCACY •

At this advanced level of customer bonding, the company services as an advocate for the customer, and the customer shows an allegiance to the company; word-of-mouth advertising flourishes. Because the company now can enc encoura ourage ge buy buyer er-get -get-a-b -a-buye uyerr pro program gramss thro through ugh app approp ropriat riatee incentives, it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them.

Market Segmentation: The process of talking the total heterogeneous market for a product & dividing it in to several sub markets each which tend to be homogeneous in all significances. There are few bases for segmentation markets, •

Customer characteristics

•

Consumer responses

The major segmentation variables for consumers markets are, o

Geographic segmentation (nation, state, country, city)

o

Demog Demogra raph phic ic segme segmenta ntatio tion n (age, (age, famil family y, religi religion on,, gene generat ratio ion, n, nationality, social class)

o

Psychographic (life style, personality & status class)

o

Behavioral (occupation, benefits, users, loyalty, )

These variables variables can be used singly or in combination, combination, business marketer use all these these vari variabl ablee as alon along g with with op opera erati ting ng vari variab ables les,, pu purch rchas asin ing g appr approa oach ches, es, substantial, accessible, differentiable, & actionable. Customer Behavior: DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 38

The Taste of India Thee term Th term cons consum umer er beha behavi vior or refe refers rs to the the beha behavi vior or that that cons consum umer er displays in reach for purchasing using, evaluating & disposing of products & services that they except will satisfy their needs. Consumer R esearch: esearch:

Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how consumers. Perceive product & brand & stores. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision. Consumer Satisfaction:

All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer. Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers state of being adequately adequately rewarded in a buying situation 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 favorable post-purchase attitude, higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. The term ‘consumer’ is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product & services & are willing to come back & pay for it again.


The Taste of India Tod oday ay the the firm firmss aim aim to give give sati satisf sfac acti tion on to the the cust custom omer er thro throug ugh h marketing concepts. The firm try to help the buyers in the solving the problem then then compe competit titor ors. s. The mark market eters ers must must see that that cons consum umers ers with with pu purc rchas hasin ing g power power const constitu itute te a po poten tentia tials ls bu buye yers rs are are iden identif tifie ied. d. It is esse essenti ntial al for the the marketer to carry out the business in such a way that they give satisfaction to consumers needed. When a firm markets a product or service it should aim to enjoy consumer’s satisfaction & profit maximization.

Concept & Need for Studying Consumer Behavior:

Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behavior tells the markets to resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on: o

Who buys products or services?

o

How do they buy products or services?

o

Where do they buy them?

o

How often they buy them?

o

Why do they buy them?

o

How often they use them?

These questions will help in understanding 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. DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 40

The Taste of India It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings.

Customer Expectation:

Customer expectation expectation through look realistic is very often build upon on a very high platform. Then the quality of the product or services may not match the expectation. This again will affect the consumer satisfaction level. So as to reduce the level of dissatisfaction among the customers, the marketi marketing ng decisio decision n maker maker could could adopt adopt approac approaches hes wherein wherein he can classif classify y market in relation to the degree of opportunity to deliver customer satisfaction. He coul could d esta establ blis ish h itse itself lf comm common on fact factor orss & them them eval evalua uate te each each mark market et oppo op port rtun unit ity y agai agains nstt thes these. e. Th Thee most most prob probab able le fact factor orss whic which h infl influe uenc ncee consumer’s behaviors are: o

Market size

o

Rate of growth of the market

o

Stability or demand

o

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

o

Consumer emphasis & the due importance given to the quality aspect

o

The consumers desire for product innovation

o

The level of competition (inclusive of both existing & potential competitors)

o

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


The Taste of India o

Expe Ex pecta ctatio tions ns at the the gene general ral leve levell like like are qu quali ality ty,, du dura rabi bilit lity y, reliability, style, etc.

Feedback:

Many of the companies are entrusting their customers to give a feedback & use use this this as a means means of main maintai taini ning ng regul regular ar conta contact ct & dial dialogu ogue, e, havi having ng realized the importance of obtaining a feedback the consumers. Rather than avoi avoidin ding g comme comment nt,, compa companie niess are are encou encoura ragi ging ng thei theirr cust custome omers rs to talk, talk, as ment mentio ion n abov above, e, feed feedba back ck help helpss them them,, mark market et firm firm to get get on idea idea of the the customers view point on their product or services & more important is that this information will help them to take action & deal with any problem immediately.

Brands:

Brands Brands were original originally ly develop developed ed as labels labels of own ship: Name Term Term Design and Symbol. However, they today it is what they for people that matters much more, powerful brands can drive success in competitive and financial markets, and indeed become the organization’s most valuable assets.

Brand Loyalty:

It has been proclaimed by some to be the ultimate goal of marketing. In marketing, brand loyalty consist of a consumer’s commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is willing, st least on occasion, to put aside their own desires in the interest of the brand. DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 42

The Taste of India

Customer Focus:

Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer driven approach, the sense of identifying market changes and the product innovation approach. In the consumer driven approach, consumer wants are the drivers of all strategic marketing decision. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential customers. The starting point is always consumer. The rationale for this approach is that there is no poin pointt spend spendin ing g R&D funds funds deve develo lopin ping g produ product ctss that that peop people le will will no nott bu buy y. History attested to many products that were commercial failure in spite of being technological breakthroughs.

Customer Loyalty: “It takes a lot less money to increase your retention of current than to find new ones but I know I don’t give it as much effort as I should because it does take a lot of energy and effort”


The Taste of India

Chapter-4

Analysis and Interpretation of the Data: 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 basis i.e. i.e. male male and and fema female. le. Gende Genderr classi classific ficati ation on is requi requiri ring ng to marke markete ter r DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 44

The Taste of India beca because use diffe differen rentt gend gender er exibi exibitt diff differ eren entt perce percept ptio ion n towar towards ds produ product cts. s. 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 Female total

35 65 100

35 65 100

Sources: Primary Data Table no 5.1

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.


The Taste of India CLASSIFICATION OF CUSTOEMRS BASED ON SEX 65

70 s t n e d n o p s e R f o o N

60 50 40

35

Male

30

Female

20 10 0 M ale

Fe male

Graph no: 5.1

Occupation:

Occupation is also influences a person’s consumption pattern. A blue collar worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul Amul Milk Milk and and Milk Milk prod produc ucts ts are are pu purc rcha hase sed d by vari variou ouss occu occupa pant nts. s. Th Thee following occupants of the respondents are classifies for the data collection.

Analysis of Occupation of the Respondents Occupation Business Employee House wife Others

No. of. respondents

Percentage

20 10 65 05

% 20 10 65 05


The Taste of India Total

100 Sources: Primary Data

100

Table no.5.2

Interpretation:

20% 20 % of the the resp respon onde dent ntss are are bu busi sine ness ss,, 10 10% % of the the resp respon onde dent ntss are are empl emplo oyees yees,, and and 65 65% % of the the resp respon onde dent ntss are are ho hous usee wive wives, s, 05 05% % of the the respondents are others group. ANALYSIS ANALYSIS OF OCC UPATION OF THE RESPONDENTS

s t n e d n o p s e r f o . o N

70 60 50 40 30 20 10 0

65

20 10

Business 5

Busi Busine ness ss Empl EmployeeHouse wife wife Other Others s

Employee House wife wife Others

OCCUPATION

Graph No.5.2

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 and Milk products. Analysis of Monthly Income of the Respondents DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 47

The Taste of India Monthly income

No. of respondents

Below 5000 5001-10000 10001-15000 15001 & above Total

38 30 21 11 100 Sources: Primary Data

Percentage % 38 30 21 11 100

Table No: 5.3

Interpretation:

As per the data 38% of the respondents 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.


The Taste of India

ANALYSIS OF MONTHLY INCOME OF RESPENDENTS

T N E D N O P S E R F O . O N

40 35 30 25 20 15 10 5 0

38 30

21

11

Below 5001- 10001- 15001 5000 10000 15000 & above INCOME

Graph No. 5.3

Purchasing Factor:


The Taste of India Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influ influenc encin ing g lot lot and and influ influenc ences es po posit sitive ively ly.. The follow following ing data data revea reveals ls ho how w various factors are influencing to buying of Amul Milk and Milk products.

Analysis of Factors to Buy AMUL Milk and Milk Products Factors Quality Brand image Price Easy availability Others Total `

No. of Respondents 38 28 20 14 Nil 100 Source: Primary Data

Percentage % 38 28 20 14 Nil 100

Table no: 5.4


The Taste of India

Analysis of fac factors to buy Amul Mil Milk products s t n e d n o p s e r f o . o N

40 35 30 25 20 15 10 5 0

38 28 20 14

Quality Brand image

Price

Easy availability

Factors

Graph no 5.4 Interpretation:

38% of respondents buying AMUL Milk & Milk products for its Good Qual Qualit ity y, 28 28% % of resp respon onde dent ntss use use for for its its Band Band Name Name,2 ,20% 0% of its its Pric Pricee consideration, 14% of its easy availability of respondents buying AMUL Milk & Milk products.

Quality:

Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win throu through gh total total qu quali ality ty exce excelle llenc nce. e. Seco Second nd they they must must deliv deliver er marke marketi ting ng quality alongside production quality. This helps to company to attract more DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 51

The Taste of India number of customers to their products. Hence I try to collect information related to quality of AMUL Milk & Milk products.

Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total

No. of Respondents 35 45 20 Nil 100 Sources: Primary Data

Percentage ( % ) 35 45 20 Nil 100

Table no: 5.5

Interpretation:

As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the respondents for Freshness, and 20% of respondents for Taste. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness.


The Taste of India Opini Opinion on of the Respondents Regarding ardingQuali Quality 50

s t n e 40 d n o 30 p s e R 20 f o . o 10 N

45 35 20

0

Thickness

Freshness

Taste

Opinions

Graph no.5.5

R espondents espondents Consumption Quality:

Consu Consump mptio tion n quali quality ty is vary varying ing with with vario various us resp respon onden dents. ts. Some 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 1 Liter 2-4 Liter More than 4 Liters Total

No. of Respondents 70 10 20 100 Sources: Primary Data

Percentage (%) 70 10 20 100

Table no: 5.6


The Taste of India Analys Analysisof Average Consumpti ption of of Milk Milk Per Day

s t n e d n o p s e R f o . o N

70 60 50 40 30 20 10 0

70

20 10 1 Lite iter

2-4 Lite iter

More than 4 Liters

Consumption

Graph no.5.6

Interpretation:

70% of the respondents are consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 20% of the respondents are consuming more than four liters per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.


The Taste of India

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 & Milk Products Duration 6 Months 1-2 Years 3-4 Years More than 4 years Total

No. of Respondents 05 15 20 60 100 Sources: Primary Data

Percentage (%) 05 15 20 60 100

Table no: 5.7

Interpretation:

As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents 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.


The Taste of India

Analysis of Purchase Duration uration of the the Milk Milk Products

s t n e d n o p s e R f o . o N

60 50 40 30 20 10 0

60

20

15 5 6 Months

1-2 Years

3-4 Years Morethan 4 years

Consumption

Graph no: 5.7

Opinion towards Products:

Thee beha Th behavi vior or of user userss afte afterr his his comm commit itme ment nt to a prod produc uctt has has been been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk & Milk products. Analysis of Rating towards AMUL Milk & Milk products Ratings Excellent Good Average Poor Total

No. of Respondents 25 48 22 05 100

Percentage (%) 25 48 22 05 100


The Taste of India

Source: Primary Data Table no: 5.8 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.

Analysis of Rating towards Amul Milk Products

e d n o p s e R f o . o N

50 45 40 35 30 25 20 15 10 5 0

48

25

22

5 Excellent

Good

Average

Poor

Rating

Graph no.5.8


The Taste of India

Common Complaints:

A custo custome merr cent center ered ed orga organi niza zatio tion n makes makes it ways ways for for its custom customer er to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not. Analysis of problems in Amul Milk Products Opinions Yes No Total

No. of Respondents 10 90 100 Sources: Primary Data

Percentage (%) 10 90 100

Table no: 5.9 Interpretation:

Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products.


The Taste of India Analysis of Problems in Amul Milk Products 100 e d n o p s e R f o . o N

90

80 60 40 20

10

0 Yes

No Opinions

Graph no: 5.9

Purchasing Place:

Purc Purcha hase se place place is also also impor importan tantt to kn know ow where where users users choo choose se thei their r pur purch chas asee po poin int. t. Th This is help helpss to mark market eter er to desi design gn vari variou ouss prom promot otio ion n and and distribution programmes. The data is collected to know the various purchase place and availability.

Analysis of Availability of Products from Dealers Easily Available Yes No Total

No. of Respondents 95 05 100


Sources: Primary Data Table no: 5.10 DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR 59

The Taste of India Interpretation:

95% of the respondents said that they are getting AMUL Milk & Milk products easily. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers.

Analysis of availability of Amul Milk Products from the Dealers e d n o p s e R f o . o N

100

95

80 60 40 20

5

0 Ye s

No Opinions

Graph no: 5.10

Opinions towards Produ ro duct ctss:

The behavior of user after his/her commitment to a product has been collected with respect products terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk & Milk products


The Taste of India

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 & Milk products.

Analysis of Value for Money Paid by the Respondents Response Yes No Total



Sources: Primary Data


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 they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.


The Taste of India

Analy Anal ysis of Value Valu e For Money Paid Paid By The Th e Consume Con sumers rs 100 n e f d o n . o o N p s e R

96

80 60 40 20

4

0 Yes

No

Responce Graph no: 5.11

Influence to Others to Buy Products:

Post Post expe experie rienc ncee & benef benefits its will will help help orga organiz nizat ation ion in ob obtai tainin ning g the 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 Yes No Total



Sources: Primary Data Table no: 5.12


The Taste of India Interpretation:

95% 95 % of the the resp respon onde dent ntss were were reco recomm mmen ende ded d verk verkaa milk milk and and milk milk prod produc ucts, ts, 05 05% % of the the resp respond onden ents ts were were no nott recomm recommend ended ed verk verkaa milk milk and and products to others. From the above table we can conclude that majority of the respondents were recommended verka milk and milk products. Analysis Analysis of Recommendations

100 e d n o p s e R f o . o N

95

80 60 40 20

5

0 Ye s

No opinions


95% of the respondents were satisfies with the AMUL Milk & Milk products. 05% of the respondents were not satisfies with the AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents were satisfied with the AMUL Milk & Milk products.


The Taste of India Chapter-5

FINDINGS, SUGGESTIONS AND CONCLUSIONS: FINDINGS:

This Th is chap chapte terr is incl includ udin ing g in my surv survey ey find findin ings gs,, sugg sugges esti tion onss and and conclusions of my study. First I would like to present my survey findings. The main findings of my survey are as follows: 1. It is findings findings in the survey survey that that females females are the main decisi decision on maker maker for the milk and milk products. As per the data, 65% of female and 35% of male makes purchase decision. 2. Based Based on the the occu occupa patio tion n of the custome customerr, it is foun found d in the survey survey that 65% are the housewives housewives and 35% are from various occupations occupations such as a businessman, employee, farmers, etc for the Amul Milk & Milk products. 3. Incomes less than 5000 to 10000 are are more attracted attracted to to Amul Milk & Milk products. As per the data, 79% of the respondents’ income is under this group. 4. Th Thee main main pu purc rcha hasi sing ng fact factor orss for for the the Amul Amul Milk Milk & Milk Milk prod produc ucts ts are are Quali Quality ty and and Brand Brand image image.. The data data revea reveals ls that that 42 42% % influ influen ence cess on Quality and 32% influenced for the Brand. 5. 88 88% % of the total total respo respond nden ents ts are using using produc productt since since from a long long time. time. The majority of the respondents are using Amul Milk & Milk products from more than 3 years. 6. Over Overal alll op opin inio ion n of the the prod produc uctt perf perfor orma manc ncee data data reve reveal alss that that Amul product product satisfies 70% of the respondent and 30% respondent’ respondent’s opinion is average. respondents are dissatisfied 7. It is found in the survey that 32% of the total respondents on dealer’s services.


The Taste of India 8. It is found in the survey that that customer customer are influenci influencing ng through through Word Word of Mouth.

SUGGESTIONS:

1. Milk and and milk product product purcha purchase se decision decisionss are more decided decided by women women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, fresh freshne ness ss and and price price.. Hence Hence,, I sugg suggest est Amul co-op co-oper erat ativ ivee socie society ty to concentrate more on the women and men suggestions for designing the marketing marketing strategy, strategy, because women’s role in the house is dominant, even in the various decisions. 2. Occupat Occupation ion of the user influenc influences es the purchas purchasee decisio decisions. ns. The particula particular r occupation plays a vital role in deciding the product or services. Women segment are influencing more on milk and milk products. Therefore, an occupation is the factor influencing the product. 3. Incom Incomee of the people people decide decidess the the pu purc rcha hasin sing g po power wer.. Th Thee high high income income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk and milk products. 4. Quality Quality and Brand Brand Image Image plays a dominan dominantt role. Milk and and milk products products move in the market due to its quality and brand. Therefore it should maintain the same. 5. Since Since Amul Amul is having loyal loyal customer customer it should concen concentrat tratee more on this factor through various potential programmes programmes such as campaign, campaign, premium


The Taste of India packs, offers etc., this helps to increase the loyalty towards the Amul products. 6. As only 30% of the the total total respon responde dent ntss are are dissa dissatis tisfie fied d which which is quite quite a large percentage and this may influence negatively and increase the rate of switc switch h ov over er.. Henc Hencee I sugg sugges estt mana managem gemen entt to conc concen entra trate te on few few product quality, shelf life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a greater extent. 7. Milk and and milk produc productt are having having high deman demand d and it is consider considered ed as a very essential products. In present practice, purchase of milk and milk products is through dealers. In this connection dealers approach towards the product. 8. Custom Customer er is influ influent entia ial, l, henc hencee I sugge suggest st Amul Amul to look look afte afterr the deale dealers rs issue with due care. 9. When When product product possesses possesses quality quality and other other important important attribut attributes es naturally 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. 10. Introduction Introduction of various 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.


The Taste of India Conclusions:

From the survey conducted it is observed that Amul milk and Milk products has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. The facto factors rs cons conside idere red d by the the custo customer mer befor beforee pu purc rcha hasin sing g milk milk are are freshness, taste, thickness and easy availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk and Milk products because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk & Milk products products because of high price, lack of dealer dealer services, services, spoilage and low shelf life etc. therefore, if slight modification in the marketing programme such as deal dealers ers and ou outle tlets, ts, promo promotio tion n prog program ramme mers, rs, prod produc uctt line liness etc., etc., defin definite itely ly company can be as a monopoly and strong market leader. Amul has also to take care of its competitors into consideration and more importantly it’s customers before making any move.


The Taste of India BIBLIOGRAPHY

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

Mark Market etin ing g Rese Resear arch ch::

G.C G.C Brek Brek,, Tata ata Mc GrawGraw-Hi Hill ll Publi Publish shin ing g Comp Compan any y Limited, New Delhi

Periodical:

Business Word DFPI, Annual Report-1999-2000

Resea Research rch Met Method hodol olog ogy: y: C.R.Ko C.R.Koth thar arii , 2 nd edition. S.N Murty and U Bhojanna

Website Address: www.amul.com


The Taste of India Customer Response – Questionnaire Saiy Saiyed ed Sohe Sohela lahm hmed ed,, stud studen entt of seco second nd year ear MBA MBA of the the H M S Inst Instit itut utee of Technology, Tumkur, Tumkur, Karnataka, he is doing main project on “Customer Satisfaction Satisfactio n Towards Towards AMUL Milk & Milk products” at AMUL, Anand, Gujarat as a part of study. I request you to provide the required information for the completion of my study. Promise that the information is used exclusively for academic purpose only. persona sonall prof rofile ile: 1. per

A. Name: B. Address:

C:

Sex:

Male: [

G:

Age:

[

E:

Occupation:

]

Female [

]

]

1. Self-employed: [

]

3.Professional: [

]

2. House wife: [

]

4. Student:

]

[

2. Which Which produc productt you you are are buy buyin ing? g? 3. What is the most important factor that that matters matters while while buying buying an Amul product? a. Quality: [

]

b. Price: [

]

c. Service: [

4. How did you you come come to know know about about the the Amul Amul produ product? ct? a. By frie friend nds/ s/fa fami mily ly:: [

]

b. Dire Direct ct mail mailer ers: s:

[

]

c. Press Press Ads: Ads:

[

]

d. Refe Referen rence ce websi website: te: [

]

e. T.V. Ads:

[

]


]

The Taste of India 5. Which Which configura configuration tion would would you you decide on while while buying buying an Amul Amul product? a. Intermediaries:

[

c. Latest / Advanced: [

]

b. Standard: [

]

]

6. Are you you satisfi satisfied ed with with the the quality quality of of the produ product? ct? a. Yes: [

]

b. No: [

]

7. Do you you think the the price price of Amul Amul produc productt is high / low compa compared red to competitor’s product? a. Very good: [

]

b. H i gh : [

]

c. Average:

]

d. Same ame: [

]

[

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

[

]

b. Monthly:

[

]

c. Weekly: [

]

d. Occasionally: [

]

9. What is your opinion about the performance of Amul product? a. Outstanding: [

]

b. excellent: [

]

c. Good:

]

d. Average: [

]

[

10. Do the various schemes / promotional activities affect your purchase plans? a. Yes: [

]

b. No: [

]

11. Suggestion (if any):

Date:

SAIYED SOHELAHMED

S (1 HM 07 MBA 44) Place:


The Taste of India THANK YOU


consumer bonding towards amul milk & milk products

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