PROJECT SYNOPSIS

A Study on Consumer Behavior and Trade Response towards AMUL Milk Products across Bangalore City

By:- Arunima Das Registration No. 09CQC18026 Marketing Management BBM 6th Semester Under the guidance of:- Prof. Suplab Roy (Faculty BBM/BCOM)

DAYANANDA SAGAR COLLEGE OF ARTS, SCIENCE AND COMMERCE Shavige Malleshwara Hills, Kumaraswamy Layout, Bangalore-560078

Contents
1. Statement of Problem
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2. 3. 4. 5. 6.

Objective of the study Limitations Scope of the study Need/Purpose of the study Research Methodology

1. Statement of Problem
At present in this competitive business of milk industry, it has more than 60 brands in the battle field facing stiff competition in every segment targeted. Even Amul is facing competition in its 56 years of heritage. Many companies are aiming for high satisfaction because customers who are just satisfied still 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 customer loyalty. In this juncture it has to identify its competition in the market by bringing Brand Awareness in the minds of
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customer also it has to cope up with the consumer behavior and perception. Through this study, the main problem that it studies is to find out the customer preference and perception towards Amul and awareness of its product in Bangalore city. Hence an attempt has been made to identify consumers behavior and trade response towards Amul milk products.

2. Objective of the Study

1. The main objective of the study is to estimate the market potential and perception towards Amul milk products. 2. To find out the frequency of consumption of Amul Milk products. 3. To know the awareness level of Amul Products among the retailers. 4. To know the awareness level of the consumers for Amul milk products. 5. To know the consumers attitude towards Amul products 6. To know the factors influencing consumers buying behavior.

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3. Limitations
Every coin has two sides; and so thus this descriptive research study. The study helps in understanding various aspects, but there are certain limitations, which are to be taken into account. The following are the limitations of the study conducted: 1. The method used for collecting the data is time consuming. Limited time of interviewing the respondents, as a result of which it was not possible to gather full information about the respondents views. 2. The sample size and area of the sampling is limited and rigid, i.e. the survey is limited to certain areas of Bangalore (Karnataka).Thus the behavior of only a particular group is determined. 3. The data collected from the study may be ambiguous in some cases. 4. The information obtained from the consumers, based on the questionnaire, is assumed to be factual. 5. The respondents were not very comfortable while revealing the correct usage pattern, no cause that they may feel that they would be called or visited again and again.
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6. No cooperative approach and rude behavior of the respondents. 7. If the respondents answer does not fall amongst the option given, then it will turn up to be a biased answer.

4. Scope of the Study

The study of the Consumer Behavior and Trade Response towards Amul milk products across Bangalore City will help in acquiring a better insight and understanding the trivial aspects of branded products and its awareness. Consumer awareness about a product is very important for that of a company and this study will give a brief picture of a consumers buying behavior. Consumer behavior is an important element in the marketing activity. This consumer behavior decides the fate of product and organization. There are various factors that influence consumer behavior and satisfaction level. These factors are post purchase behavior, reputation, product availability, branding. The company can focus its strategies or the product on a whole, on the study and the area, which are of major concern for the consumers. The company can, thus be able to serve the customers well and examine all factors that influences a consumers behavior. The study is exclusively conducted for the customers of Amul products, focusing Bangalore City. As customers use Amul products, their needs, preference, usage habits vary widely which in turn gave the study a wide and large scope for analysis The time frame of this study lasted for about 2 months i.e. December- January 2012.

5. Need and Purpose of the study

1. To know customer preference information in order to take sound decision.
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2. To know the performance of the organization and understand the attitude of the consumers towards Amul Products. 3. To understand the loyalty of the consumer towards Amul product or brand. 4. To identify the key factors influencing consumer behavior. 5. To helps Amul to appreciate the factors leading to customer satisfaction.

6. Research Methodology
The research methodology is the core of any research, as the whole of the research is laid based on it. Hence a proper plan of collection of data must be checked out. The Study is mainly concerned with behavior of the consumers satisfaction towards Amul milk products. 1. Research design :-

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Research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. A research is a pure and simple framework and plan for the study that guides the collection and analysis of data. It is the blueprint that is followed in completing a study. Types of research design a) Exploratory b) Descriptive c) Experimental Here study has been conducted using descriptive method. Descriptive method: - It is a fact finding investigation with adequate interpretation. It seeks to describe a field or a problem by using questionnaires and opinion. This method is mostly directed at identifying the various characteristics of the research problem and to create observation conducive to further research. 2. Data Collection Method:a) Primary Data: Primary data refers to the original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the need of the problem. Primary data is collected on the basis of survey method with the help of questionnaires, interviews, personal observation and direct consultation with consumer and dealer. b) Secondary Data: Secondary Data can be defined as data collected by someone else for purposes other than solving problem being investigated and previously meant for another purpose. Secondary is collected from books, magazines, periodical journal, paper, company records, internet and other publications. 3. Sampling Design:Dayananda Sagar College of Arts, Science & Commerce 7

Simple random sampling method will be used to select respondent to conduct the study. The information is collected through the questionnaire or from customer to achieve the above mention objectives. a) Sample size: - The size of the sample is 100. Only 100 respondents will be interviewed with the help of questionnaire keeping in the mind the time and cost constraints.

b) Sample unit: - It consists of various parameters based on demographic as well as geographic and personal factors. The questionnaire consists of various levels of conclusive queries and explanatory views and opinion for the respondents. The sampling unit for this study is the consumer of Amul in Bangalore City. 4. Field work:Field work is a general descriptive for the collection of raw data. The field work involved is very extensive and time consuming. It also involves interviewing various people related to the marketing team of the conducted brand. Field work has been conducted in the college campus and with respective consumer in Bangalore city.

5. Analysis:The collection of data has to be plan, tabulate, analyze and interpret in an organize manner, simple percentage have to use to analyze data. All the work has is done under the assumptions that the collection of data is accurate from the respondents.

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