AMUL MASTI DAHI SURVEY

A SURVEY WAS DONE IN A PARTICULAR MARKET SEGMENT TO KNOW ABOUT THE MARKET SHARE OF DIFFERENT DAHI BRANDS AVAILABLE AND THEIR CONSUMPTION PERCENTAGE THE FOLLOWING FINDINGS GATHERED FROM THE SURVEY: AMUL MASTI DAHI WAS AT THE TOP POSITION WITH 36.67% MARKET SHARE LOOSE DAHI WAS AT SECOND POSITION WITH 31.66% MARKET SHARE MOTHER DAIRY DAHI WAS AT THIRD POSITION WITH 30% MARKET SHARE DMS DAHI WAS AT FOURTH POSITION WITH 1.67% MARKET S SHARE

TOTAL NO OF RESPONDENTS WERE 50 THEY WERE ASKED QUESTIONS ON VARIOUS CRITRIA OF THEIR PREFERENCE 1. PRICE 2. AVAILABILITY 3. QUALITY OUT OF (50 )RESPONDENTS( 37) REPLIED THAT THEY BUY DAHI FOR ITS QUALITY,A MAJOR FACTOR WHILE PURCHASING DAHI. (34)REPLIED THAT THEY BUY DAHI FOR ITS AVAILABILITY FROM WHERE THEY COULD BUY IT CONVINIENTLY. ONLY (7) RESPONDENTS REPLIED THAT THEY BUY DAHI FOR ITS PRICE

THERE IS A CLOSE COMPTETION BETWEEN AMUL MASTI DAHI, LOOSE DAHI AND MOTHER DAIRY DAHI AS (22, 19, AND 18) RESPONDENTS PREFERRED THEIR CHOICES RESPECTIVELY. THEIR WERE SOME RESPONDENTS WHO GAVE MORE THAN ONE CHOICES.

RECOMMENDATIONS
1. CUSTOMERS SHOULD BE MADE AWARE ABOUT THE BENEFITS OF PACKAGED DAHI. 2. AS PRIVATE DAIRY SECTOR PLAYS A CRUCIAL ROLE IN THE DISTRIBUTION OF DAHI THE MAJOR FACTOR IS THAT THEY ARE AVAILABLE IN THE LOCALITY OF THE CUSTOMERS, SO AMUL DAHI SHOULD ALSO BE SUPPLY IN THESE DAIRIES. 3. AN ADVERTISEMENT COMPAIGN SHOULD BE LAUNCH TO AWARE THE CUSTOMERS ABOUT THE BENEFITS OF AMUL DAHI AND EFFECTS OF LOOSE DAHI. 4. HANDBILLS, PAMPHLETS AND POSTERS SHOULD BE DISTRIDUTED AMONG THE SHOPKEEPERS.