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Executive Summary
study and analysis of AMUL milk and yogurt
DECLARATION
I, Siddhartha Neog hereby declare that this project entitled “Consumer perception and Market potential of Amul dairy whitener in Guwahati” was prepared by me during the time-period 12th of January to 28th of February, 2014 and was submitted in partial fulfillment of the requirements for the award of degree in Master in Business Administration (MBA) of Dibrugarh University. This project report has not been submitted earlier for the award of any other Degree/Diploma from Dibrugarh University or any other university.
Date:
SIDDHARTHA NEOG
Place: Guwahati
Regn No. 0723 of 2012-13 Roll No: 103/12
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Acknowledgment
Carrying out a study of this nature is certainly an arduous task. During the course of my project a number of people helped me in my work. I am fortunate enough to get support and encouragement from a large number of people to whom I shall always remain grateful. First of all, I would like to acknowledge deep sense of gratitude to my organizational guides Abhishek Mishra, (Sr. Executive Manager) and Sourav Dutta, (Executive Manager) GCMMF, AMUL, Guwahati, Assam for their full cooperation and support at all stages of the development of the project. I would like to convey my sincere gratitude to my institutional guide Suparna Purkayastha, Assistant Professor, Department of Business Administration, NERIM with whose guidance and support this project have come into existence. She has always been there in time of need with her vast knowledge, insights and support. I want to convey my heartiest gratefulness to our respected Director Sir Dr. Zoii Nath Sarmah and Dean Ma’am Dr. Sangeeta Tripathi, for making all sorts of arrangements to carry out the project under our approved syllabus as a part of study in NERIM Group of institutions. I must extend my gratefulness to Dr. B. K. Choudhury, Faculty & Placement Coordinator of NERIM Group of institutions for arranging the project in this organization. Lastly, I would like to thank all the respondents of my study whose valuable time and support enabled me to bring this project into completion.
: Suparna Purkayastha (Assistant Professor) Dept. of Business Administration.
6. Project specialization
: Marketing
7. Duration of project
th th : 12 January’14 to 28 February’14
8. Objectives of the study
:
1. To find out the awareness level about Amul dairy whitener among consumers. 2. To study the perception of consumers towards Amul Dairy Whitener. 3. To find out the important factors that people consider before buying dairy whiteners. 4. To know the consumers’ overall satisfaction level for Amul dairy whitener. 5. To know the extent to which the launch of UHT (ultra-heat treatment) milk (packaged milk) has affected consumption of dairy whitener. 6. To find out the reasons behind preferring packaged milk (UHT milk) over dairy whitener.
9. Research Methodology : 1. Type of research: Descriptive research 2. Sample design: Population: Consumers of Amul dairy whitener
3. Types of data: Primary data: Data collected through questionnaire. Secondary data: Company websites and Journals.
4. Limitations to the research: Sample size: Considering the population size which consists of consumers in Guwahati, the sample size is small. Biased response: Many respondents may not give correct answers or may be biased while
answering the questionnaire. Limited time frame: Time period to conduct the survey is limited. Incomplete questionnaires: Some respondents did not response to the survey. Restricted geographic location: The study is confined to Guwahati only. Any suggestions
given by analyzing data collected may not be accurate for other locations as customer requirements and expectations differ from one place to other. Accuracy of results: Findings based on the limited sample size may affect the accuracy of
ultimate results.
5. Analysis and interpretation: Analysis tools for the data includes statistical tables, pie charts and bar diagrams.
10. Major Findings :
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List of Tables Table no. 3.1
Table name Gender of the respondents
Page no. 38
3.2
Age group of the respondents
39
3.3
Occupational status of the respondents
40
3.4
Awareness level for Amul dairy whitener
41
3.5
Sources of information for Amul dairy whitener
42
3.6
Amul dairy whitener as Tea/Coffee richness enhancer
44
3.7
Preferred size of Amul dairy whitener packet
45
3.8
Differentiating factor for Amul dairy whitener
46
3.9
Factors considered by consumers while purchasing dairy whitener
48
3.10
Amul dairy whitener is costly
51
3.11
Advertising measures for Amul dairy whitener is sufficient
53
3.12
Satisfaction level towards availability of Amul dairy whitener
55
3.13
Impact of packaged milk (UHT milk) on dairy whitener
57
3.14
Preference for packaged milk (UHT milk)
59
3.15
Reasons for preferring packaged milk (UHT milk)
60
3.16
Overall rating of Amul dairy whitener
62
3.17
Overall satisfaction for Amul dairy whitener
65
3.18
Brand association for dairy whitener
67
3.19
Recommendation to purchase Amul dairy whitener
69
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List of Graphs Graph no.
Graph name
Page no.
3.1
Gender of the respondents
38
3.2
Age group of the respondents
39
3.3
Occupational status of the respondents
40
3.4
Awareness level for Amul dairy whitener
41
3.5
Sources of information for Amul dairy whitener
43
3.6
Amul dairy whitener as Tea/Coffee richness enhancer
44
3.7
Preferred size of Amul dairy whitener packet
45
3.8
Differentiating factor for Amul dairy whitener
47
3.9
Factors considered by consumers while purchasing dairy whitener
50
3.10
Amul dairy whitener is costly
52
3.11
Advertising measures for Amul dairy whitener is sufficient
54
3.12
Satisfaction level towards availability of Amul dairy whitener
56
3.13
Impact of packaged milk (UHT milk) on dairy whitener
