The Taste of India
STEPS INVOLVED IN MARKET RESEARCH A.
STATEMENT OF THE PROBLEM
Many companies are aiming for high satisfaction 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 highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk. B. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk 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 pragmatic suggestion for growth and development of Amul milk. 3. To know the various marketing mix that influence the customer 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. These factors are, Page | 1
The Taste of India Post purchase behavior, Reputation, Product availability, Branding, and convenient etc.
INFORMATION REQUIREMENTS: First , i had to know about all the competitors present in the market of amul milk segments(reputed and well established brands as well as local milk) Before going to survey i had to know comparative pack and price of all the competitors existing in the market I had to know specify different milk pouches of AMUL. I have to gather information of the all places where amul milk is used in public place.( Tea Stall, Hotel, Restaurant)
DETERMINE THE SOURCE OF INFORMATION PRIMARY DATA Page | 2
The Taste of India 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, buyers, trade association’s executives and other businessman and even competitors.
TOOLS OF DATA COLLECTION: Decide Research Methods For Collecting Data: If it is for that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are sample observation . EXPERIMENTATION Survey method- in this method , information gathered directly from individual respondents, either through personnel interviews or through mail quesnnaires or telephone interviews. 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.
EXPERIMENTAL METHOD :
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The Taste of India This method involves carrying out a small trial solution to a problem,while at the same time, attempting to control all factors relavent 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. SECONDRAY DATA These are ganerally published sources ,which have been collected orignially for some other purpose . Source are internal company records , government publication , reports and publicaton, reports and journals,trade ,professionals and business associations publications and reports. SAMPLING TECHNIQUES USED Sampling design is a definite plan of obtaining some items from the whole population.i have taken random sample form total public markets who is the consumer of AMUL milk.In this method I have given them the sample of amul milk then take feedback through questionnaire.I have chosen the areas like AMUL distributor,AMUL customer in Tharmal, Thasra, Sevalia and I got feedback from AMUL parlor got view from consumer.
SAMPLING
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The Taste of India Sampling Technique: Non Probability Sampling Technique ( A Non Probability Sampling Technique Is That In Which Each Element In The Population Does Not Have An Equal Chance Of Getting Selected.) Sample unit: people who buy amul milk available in retail shops,superstores etc Sample size : 100 respondents (age ranging 15 yrs above) Method: direct interview through questionnaire and observation. Area of survey: sevalia, thasra, tharmal Timing of survey : 7:00 am to 12:00 pm and 5:00 pm to 9:00 pm 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 buy amul milk and remark in what extend we can fulfiill their wants. The help of questionnaires conducted direct interviews, in order to get accurate information. In order to correct information i had to approach consumers ranging from 15 years and above. It is really a heroic task to understand consumer behavior is a physical activity as well as decision process individual engaged in when evaluating, acquiring ,using and disposing goods and services. In the field i am taking sample of amul milk pouch, so that some is not aware of amul milk so i can explain the amul milk and give them for test then get feedback.
Analysis and Interpretation of the Data: Page | 5
The Taste of India The collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others. Gender: Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring to marketer because different gender exhibit different perception towards products. In classification of gender the following number is used to know their perception.
Classification of Customers Based On Sex Sex
No. of respondents Percentage %
Male
35
35
Female
65
65
Total
100
100
Interpretation: Page | 6
The Taste of India 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.
CLASSIFICATION OF CUSTOEMRS BASED ON SEX
No of Respondents
80 65 60 40
35
Male Female
20 0 Male
Occupation:
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Female
The Taste of India 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 Milk is purchased by various occupants. The following occupants of the respondents are classifies for the data collection.
Analysis of Occupation of the Respondents Occupation
No. of. respondents
Percentage %
Business
20
20
Employee
10
10
House wife
65
65
Others
05
05
Total
100
100
Interpretation:
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The Taste of India 20% of the respondents are business, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group. ANALYSIS OF OCCUPATION OF THE RESPONDENTS
No.of respondents
80
65
60 40 20 0
20 10
Business
5
Business EmployeeHouse wife Others
Employee House wife Others
OCCUPATION
Income: Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Milk.
Analysis of Monthly Income of the Respondents
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The Taste of India Monthly income
No. of respondents
Percentage %
Below 5000
38
38
5001-10000
30
30
10001-15000
21
21
15001 & above
11
11
Total
100
100
Interpretation: As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents’ monthly income group of below 5000 and more than 5000 to 10000.
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The Taste of India Respondents Consumption Quality: Consumption quality is varying with various respondents. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. The data is collected to know the various consumption patterns.
Analysis of Consumption of Average Milk per Day Consumption
No. of Respondents
Percentage (%)
1 Liter
70
70
2-4 Liter
10
10
More than 4 Liters
20
20
Total
100
100
Sources: Primary Data
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The Taste of India
Analysis of Average Consumption of Milk Per Day
No. of Respondents
80
70
60 40 20
20
10
0 1 Liter
2-4 Liter
More than 4 Liters
Consumption
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.
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The Taste of India Quality: Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliver marketing quality alongside production quality. This helps to company to attract more number of customers to their products. Hence I try to collect information related to quality of AMUL Milk.
Opinion of the Respondents Regarding Quality Opinions
No. of Respondents
Percentage ( % )
Thickness
35
35
Freshness
45
45
Taste
20
20
Others
Nil
Nil
Total
100
100
Sources: Primary Data
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The Taste of India 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 have Thickness.
No. of Respondents
Opinion of the Respondents Regarding Quality 45
50 40
35
30
20
20 10 0 Thickness
Freshness Opinions
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Taste
The Taste of India Opinion towards Products: The behavior of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk. Analysis of Rating towards AMUL Milk Ratings
No. of Respondents
Percentage (%)
Excellent
25
25
Good
48
48
Average
22
22
Poor
05
05
Total
100
100
Source: Primary Data
Interpretation: 25% of the respondents rated that AMUL Milk is Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk is Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk is of Good Quality. Page | 15
The Taste of India
Analysis of Rating towards Amul Milk 48
No.of Respondents
50 40 30
25
22
20 10
5
0 Excellent
Good
Average
Rating
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Poor
The Taste of India FINDINGS It is findings in the survey that females are the main decision maker for the milk and milk products. As per the data, 65% of female and 35% of male makes purchase decision. Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee, farmers, etc for the Amul Milk. Incomes less than 5000 to 10000 are more attracted to Amul Milk. As per the data, 79% of the respondents’ income is under this group. The main purchasing factors for the Amul Milk is Quality and Brand image. The data reveals that 42% influences on Quality and 32% influenced for the Brand. 88% of the total respondents are using product since from a long time. The majority of the respondents are using Amul Milk from more than 3 years. Overall opinion of the product performance data reveals that Amul milk satisfies 70% of the respondent and 30% respondent’s opinion is average. It is found in the survey that 32% of the total respondents are dissatisfied on dealer’s services. It is found in the survey that customer are influencing through Word of Mouth. .
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The Taste of India SUGGESTIONS: Milk purchases decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because women’s role in the house is dominant, even in the various decisions. Occupation of the user influences the purchase decisions. The particular occupation plays a vital role in deciding the product or services. Women segment are influencing more on milk. Therefore, an occupation is the factor influencing the product. Income of the people decides the purchasing power. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk. Quality and Brand Image plays a dominant role. Milk and milk products move in the market due to its quality and brand. Therefore it should maintain the same. In order to maintain and increase the sales in the city of Thermal, Thasra ,Savalia the following recommendations regarding to amul milk ; particularly regarding advertisement, distribution , promotional policies ,etc are hereby suggested: First and foremost Amul should take action in order to improve advertises to spread awareness.
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The Taste of India Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach the children and families. So my suggestion is that first select better distributor in this particular area who provides better services to their consumers. AMUL has to maintain the distribution process so that consumer can get fresh milk. In the survey, the retailers are facing the problem for supply of other dairy’s milk so that the AMUL milk is affected in this area. CONCLUSIONS: From the survey conducted it is observed that Amul milk has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and easy availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk because of high price, lack of dealer services, spoilage and low shelf life etc. therefore, if slight modification in the marketing programme such as dealers and outlets, promotion programmers, product lines etc., definitely company can be as a monopoly and strong market leader. Amul has also to take care of its competitors into consideration and more importantly its customers before making any move.
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The Taste of India BIBLIOGRAPHY :
WEBSITES: http://www.google.com http://en.wikipedia.org/wiki/Amul http://business.mapsofindia.com/sectors/manufacturing/amul.html http://www.uniquefragrances.com/Amul.html http://www.managementparadise.com/forums/management-cooperatives/205891-amul-s-product-range.html http://www.poulvet.com/directory/profile.php?addrid=6585 http://www.amuldairy.com/index.php?option=com_content&view=article&id=75 &Itemid=83 http://www.moneycontrol.com/news-topic/kaira-district-co-operative-milkproducers-union-limited/ http://www.linkedin.com/19875255/Amul-Dairy-Mumbai-A-Unit-of-Kaira-DistrictCo-op-Milk-Producers-Union-Ltd-Anand
BOOKS: MALHOTRA K. NARESH, Research Methodology -4TH Edition Page no : 7-10,72-78,321-323. PHILIP KOTLER, MARKETING MANAGEMENT, 13TH Edition Pearson Publication, Page no: 6-8,200-207
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The Taste of India QUESTIONNAIRE 1. PERSONAL INFORMATION [ A ] Name:………………………………………………………………………………… [ B ] Age :10-20
21-30
31-40
41- Above
Male
Female
[ C ] Gender :-
[ D ] Occupation : Self-employed
House-wife
Business
Student
Below 5000
5000-10000
10001-15000
above 15000
[E] Income :-
[F]Purchase of milk 1 liter
1-2 litres
2-4 liter
More than 4 liter
2. What is the most important factor that matters while buying an Amul milk ? Quality
Price
3. Do you like packets of amul milk? Yes
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No
The Taste of India 4. Are you satisfied with the quality of amul milk? Yes
No
5. Do you think that price of Amul milk is better than competitor’s product? Excellent
good
Average
poor
6. How often do you buy Amul milk? Daily
Monthly
Weekly
Occassionally
7. Do you think the various schemes/promotional activates are affect to purchase of amul milk ? Yes
No
Thank You For Giving Your Valuable Time & Opinion
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