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The Taste of India



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,
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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)


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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 associations 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.


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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.


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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:

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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 Female Total

35 65 100

35 65 100

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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.


80 No of Respondents 65 60 40 20 0 Male Female 35
Male Female


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The Taste of India

Occupation is also influences a persons 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 Employee House wife Others Total 20 10 65 05 100 20 10 65 05 100


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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.

No.of respondents


40 20 0 20 10 5
Business Employee House wife Others

Business EmployeeHouse wife Others


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 5001-10000 10001-15000 15001 & above Total

38 30 21 11 100

38 30 21 11 100

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 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

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The Taste of India

Analysis of Average Consumption of Milk Per Day

No. of Respondents


60 40 20 0 1 Liter 2-4 Liter


20 10 More than 4 Liters

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 Thickness Freshness Taste Others Total No. of Respondents 35 45 20 Nil 100 Sources: Primary Data Percentage ( % ) 35 45 20 Nil 100

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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.

Opinion of the Respondents Regarding Quality

50 40 30 20 10 0 Thickness Freshness Opinions Taste 35 20 45

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No. of Respondents

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 Excellent Good Average Poor Total No. of Respondents 25 48 22 05 100 Percentage (%) 25 48 22 05 100

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.
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Analysis of Rating towards Amul Milk 50 No.of Respondents 40 30 20 10 0 Excellent Good Average Poor 5 25 48



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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% respondents opinion is average. It is found in the survey that 32% of the total respondents are dissatisfied on dealers 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 womens 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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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 dairys 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


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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1. PERSONAL INFORMATION [ A ] Name: [ B ] Age :10-20 31-40 [ C ] Gender :Male [ D ] Occupation : Self-employed Business [E] Income :Below 5000 10001-15000 [F]Purchase of milk 1 liter 2-4 liter 1-2 litres More than 4 liter 5000-10000 above 15000 House-wife Student Female 21-30 41- Above

2. What is the most important factor that matters while buying an Amul milk ? Quality 3. Do you like packets of amul milk? Yes No Price

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4. Are you satisfied with the quality of amul milk? Yes No

5. Do you think that price of Amul milk is better than competitors product? Excellent Average 6. How often do you buy Amul milk? Daily Weekly Monthly Occassionally good poor

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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