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General introduction Statement of problem

OBJECTIVE OF THE STUDY Today India is the most potential market, with population of above 1000 million

people.

The capture the Indian butter market, the butter companies most know the brand image and brand loyalty between the consumer and the consumer perception about different brand of butter. The company must know its potential in the market i.e. market share of the companys Product. To find the answer of the problem research topic was concerned with the market potential of Amul butter in Ghaziabad. RESEARCH OBJECTIVE To find out major competitors of Amul butter. To find out the market share enjoyed by each. To measure the satisfaction of customers dealing Amul butter.

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To find out the brand image of Amul butter. To study about consumer satisfaction with Amul butter. To study of project is auditing the butter market

SCOPE OF THE STUDY Survey of customers and dealers dealing in butter in Bangalore Mysore and Mangalore.

Record feedback from the market and recommended future plan for the operation. Through the survey, it is trying to know, what is the basic difference between our company and other fast moving Consumer goods Companys product in quality, price, packaging etc. through the survey, it would be able to ascertain the weak point of salesman, distributors and other product related in this way may would be able to create effective training package or can give some instructions to make them more effective.

METHODOLOGY

1: RESEARCH DESIGN USED: Research is an art of scientific, investigation and systematic research for pertinent information on a specific. I have used descriptive type of research. Descriptive research designing can be used to study: consumer profiles, market potential studies, product usage, attitude surveys, sales analysis, media research and price surveys etc.

2: DATA COLLECTION METHOD: I have used survey method for data collection. Survey is the most commonly used method. 3: DATA SOURCE: Primary data: The objectives of primary data are formulated on the basis of research objectives. Primary data has been collected personally from various consumers as well as retailers.

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Secondary data: I collected data from magazines, Newspaper and different 4: RESEARCH INSTRUMENT: A. Questionnaire for consumers: a questionnaire consist a se of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is the most common instrument used to collect primary data.

B. Schedule for retailers: Schedule is a device in social research, which frequently used in collecting field data especially where the survey method is employed. It contains questions and blank tables, which are to be filled by the investigators themselves after getting information from the respondents. 5: TYPE OF QUESTIONNAIRE: Structured, Non-disguised- In this types of questioning the researcher setup a formal list of questions Answers are not websites. Frequently limited to a list of alternatives which is stated or implied. 6: TYPE OF QUESTIONS: Multiple choices Dichotomous Close-ended Ranking item questions 7: ATTITUDE MESSUERMENT TECHNIQUES: (A)Direct Personal Interview- A direct personal interview is face-to-face communication with the respondents. The interviewer gets in touch with the respondents ask the questions, and records the answers obtained.

(B)Rating Scales-The rating scale involves qualitative description of a limited number of aspects of a thing or traits of a person.

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(C) Ranking scales-Under ranking scales (or comparative scales) we make relative judgments against other similar objects. The respondents under this method directly compare two or more objects and make choice among them. I have used method of rank order, under this method of comparative scaling, the respondents are asked to rank their choices. This method is easier and faster than method of paired comparisons.

Limitations of the study

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Question no: 1: Do you eat butter? Table 1 S.No 1 2 Category Yes No Total Action 89 11 100 Percentage 89 11 100

Grapy1: showing that the butter respondent prefers butter

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Yes No

11%

89%

Analysis: According to the above analysis it is concluded that I have surveyed 100 respondents out of which 89% are prefer butter and 11% are not interested Inference: Butter eating population is more

Question 2: which brand you prefer most?

Table 2 showing that brand prefer most

BRAND

Action

Percentage %

AMUL MOTHER DAIRY NESTLE BRITANNIA Total

59 21 12 8 100

59 21 12 8 100

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Grape 2 showing that the prefer brand most in butter BRAND PREFER BY CUSTOMER

BRITAN NIA NESTL 8% E 12% MOTHE R DAIRY 21% AMUL 59%

Analysis:
From the above analysis of given sample of 100 respondents who use branded butter and it is concluded that only 4 brand prefer to use Nestle Butter is 12% and people likes to Mother Dairy is 21% and Britannia brand using 8% and Amul chocolates and 12 people like to eat Amul butter like by 59%.

Inference: From the respondent we know that most prefers butter brand is Amul.

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Question 3: which type of package you preferred?

Table shows the preferred package from the respondent

PACKS 500gm 100gm

DEMAND (%) 30 70

Grapy show the preferred package from the respondent

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500gm 30%
500gm
100gm

100gm 70%

Analysis: According to the above analysis it is concluded that on 70% of people are interested in 100gm and 30% of preferred for 500gm . It is surprised to know that very few people are influenced by package of product.

Inference: Most of the consumers are influenced by 100gm butter package

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Question 4: do you think that if the company introduces small pack it would be helpful to

improve the sales? Table shows that response toward small pack S.No 1 2 Categories Yes No Total Actual 91 9 100 Percentage 91 9 100

Graph showing consumer preference towards small pack it would be3 helpful to improve the sales.

consumer preference
Eating and drinking Grocery

23%

77%

Analysis: out of 100 respondent 91% consumer preference towards small pack would be helpful to improve the sales and 9% consumer are not agree that

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Question 5: what do you see at the time of purchasing? Please rank

Table showing that CUSTOMER SEE AT THE TIME OF PURCHASING

INFLUENCE PRICE QUALITY PACKAGING GIFT TASTE

NO. OF CONSUMER 21 24 18 12 25

Graps showing the customer see at the time of purchasing

30 25 20 15 10 5 0 24 21 18 12 Series1 25

Inference: out of the 100 responded almost prefer Taste and Quality

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Question6: which type of media influence you? S.No 1 2 3 4 Catogory Action 17 23 45 15 Percentage 17 23 45 15

Print Outdoor Audio / visual Transit

Grap showing the type of media influence the consumer

Convenience Series1 Grocery

Eating and drinking 0 10 20 30 40 50 60

Analysis: According to the above analysis it is concluded that people are more interested in audio and
visual and outdoor 23% are interested and transit preferred by 15% and Print media is refer at 17%.

Inference: so that the most preferred media is visual and audio.

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Question 7: In which season consumption of butter are more? Table showing that the consumption of butter in season SEASON MONSOON SUMMER WINTER CONSUMPTION 20 30 50

Graph showing that the season consumption of butter

MONSOON 20%

MONSOON
SUMMER WINTER

WINTER 50%

SUMMER 30%

Analysis: According to the above analysis it is concluded that on an average most people prferd butter in Winter season . In Monsoon season 20% and summer 30%,

Inference: Most of the consumers are preferred butter in Winter season.

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Question 9: purchase of butters frequency

TIME DAILY WITHIN TWO TO 5 DAY TWICE A WEEK WEEKLY

FRQUENCE (%) 7 21 33 39

Graph showing that the how frequently you purchase butter

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

33% 21% 7% DAILY

39%

Series1

WITHIN TWICE A WEEKLY TWO TO WEEK 5 DAY

Analysis: According to the above analysis it is concluded that mostly people purchase butter weekly. Inference:Consumers purchase butter regularly.

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Question 10: Are you aware butter available in the market? Table showing the BRAND AWARENESS of butter available in the Market

BRAND AMUL MOTHER DAIRY NESTLE BRITANNIA

AWARE % 100 26 37 40

UNAWARE % 0 74 63 60

Graph showing that the brand awareness of butter

Chart Title
AMUL, 100 100 80 60 40 20 0 AMUL MOTHER DAIRY, NESTLE, 37 BRITANNIA, 40 26

MOTHER DAIRY

NESTLE

BRITANNIA

Analysis: From the above analysis of given sample of 100 respondents who use butter it is concluded
that only people aware of amul.

Inference: Amul butter is preferred by majority of consumers.

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SCHEDULE FOR RETAILERS

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Question 4: Type of outlet? Table 1: Table showing the type of outlet S.No Type of outlet 1 Eating and drinking 2 Grocery 3 Convenience 4 Total Graph1: Graph showing the type No of outlet 54 16 30 100 Percentage 53 16 31 100

Chart Title
Convenience Series1, 30

Grocery

Eating and drinking 0 10 20 30 Axis Title 40 50 60

Inference: Out of 100 outlets surveyed 54% is eating and drinking, 16% of outlets are Grocery and 30% is Convenience.

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Qustion1: Deal in butter? Table showing the deal in butter:

S.No 1 2

Category Yes No Total

Percentage 83 17 100

Graph shows that the deal of butter from retailer

90 80 70 60 50 40 30 20 10 0 Yes No 17 83

Analysis: From the above analysis of given sample of 100 respondents who deal butter it is concluded that 83%.

Inference: Amul butter is deal by most retailer

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Question 3: If yes, which brands are available

Table shows that the brands available in the retailer S.No 1 2 3 4 Brand Eating and drinking Grocery Convenience Total No of outlet 54 16 30 100 Percentage 53 16 31 100

ABOUT DEMAND IN VARIOUS PACKS

In my survey I came to find out that small pack is more preferable then large one. So 100gm is more demanded then 500gm.

And the percentage demand of each case as follow:

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100gm

70%

500gm

30%

24%

Yes No

76%

(With the help of survey conducted)

[Pick the date] MEDIA INFLUENCE

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MEDIA PRINT OUTDOOR AUDIO / VISUAL TRANSIT

CONSUMER% 11 20 59 10

10%

11% 20%

print outdoor audio / visual transit

59%