Consumer Bonding Towards Amul Milk & Milk Products

The Taste of India
A PROJECT REPORT ON
“CUSTOMER BONDING TOWARDS AMUL
MILK
& MILK PRODUCTS IN ANAND
DISTRICT”
Project Report Submitted
By
Mr. Saiyed Sohelahmed S
[USN: 1HM07MBA44]
Under the guidance of

Internal Guide: External Guide:
Mr. Vinayak Kammar, Mr. G.D.Trivedi,
Lect. Department of MBA,
Sr.Officer (Administrative)
HMSIT, AMUL,
Tumkur. Anand (Gujarat)
In the partial Fulfillment of the requirement
for the award of the degree in MBA
VISVESVARAYA TECHNOLOGICAL
UNIVERSITY,
Belgaum.
DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

1
The Taste of India
Department of Management Studies

H.M.S.INSTITUTE OF TECHNOLOGY
NH-4 Kesarmadu post, Kyathsandra,
Tumkur-572104
March 2009
CERTIFICATE BY THE GUIDE
This is to certify that Mr. Saiyed Sohelahmed S a bonafied student

of IV Sem MBA bearing USN:1HM07MBA44 has carried out the Summer
project Report entitled A STUDY ON “CUSTOMER BONDING TOWARDS
AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” under my
supervision & guidance.
The project report prepared by him/her is original to the best of my
knowledge.
Signature of the
Guide,
………………………
Mr. Vinayak Kammar,
Lecturer,
MBA dept. HMSIT,
Tumkur.

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The Taste of India
Contents
Chapt Title Page
er no. no.
Executive Summary
1 General Introduction 1
• Introduction to the Topic 1
• Profile of the Industry 3
• Company Profile 7
• Product Profile 17
2 Theoretical Background of the 21
Study
3 Design of the Study 24
4 Analysis & Interpretation 33

5 Findings, Suggestions & 51
Conclusions
Annexure:
a) Bibliography 55-56
b) Questionnaire
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The Taste of India
List of Tables:
Table no. Contents Page

no.
5.1 Classification of Customers Based 33
On Sex
5.2 Analysis of Occupation of the 35
Respondents
5.3 Analysis of Monthly Income of the 36
Respondents
5.4 Analysis of Factors to Buy AMUL 38
Milk and Milk Products
5.5 Opinion of the Respondents 39
Regarding Quality
5.6 Analysis of Consumption of Average 40
Milk per Day
5.7 Analysis of Purchase Duration of 42
the AMUL Milk & Milk Products
5.8 Analysis of Rating Towards AMUL 43
Milk & Milk products
5.9 Analysis of problems in Amul Milk 45
Products
5.10 Analysis of Availability of Products 46
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The Taste of India
from Dealers
5.11 Analysis of Value for Money Paid by 48
the Respondents
5.12 Analysis of Recommendations 49
List of Graphs:
Graph no. Contents Page

no.
5.1 Classification of Customers Based 34
On Sex
5.2 Analysis of Occupation of the 35
Respondents
5.3 Analysis of Monthly Income of the 37
Respondents
5.4 Analysis of Factors to Buy AMUL 38
Milk and Milk Products
5.5 Opinion of the Respondents 40
Regarding Quality
5.6 Analysis of Consumption of Average 41
Milk per Day
5.7 Analysis of Purchase Duration of 43
the AMUL Milk & Milk Products
5.8 Analysis of Rating Towards AMUL 44
Milk & Milk products
5.9 Analysis of problems in Amul Milk 46
Products
5.10 Analysis of Availability of Products 47
from Dealers
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The Taste of India
5.11 Analysis of Value for Money Paid by 49

the Respondents
5.12 Analysis of Recommendations 50
DECLARATION
I hereby declare that this dissertation entitled A STUDY ON “CUSTOMER

BONDING TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND
DISTRICT” Submitted in partial fulfillment for the Award of Master of
Business Administration to Visvesvaraya Technological University,
Belgaum, is a record of independent research work carried out by me.
I also declare that this dissertation is a result of my own efforts and has
not been submitted earlier for the award of any degree/ diploma or any
other University.
Place: TUMKUR Saiyed

Sohelahmed S
[USN:
1HM07MBA44]
Date:

6
The Taste of India
ACKNOWLEDGMENT
I would like to take this opportunity to express my since gratitude to

all those who guide me in right direction to complete this report.
I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of

H.M.S.I.T. for his encouragement throughout the course of this study.
I also take this opportunity to thank Dr. Hasmukh Savlani, Director

and Prof.G.V.M.Sharma, Head of the Department of Management Studies
for their constant guidance and assistance throughout this study.
I also express my sincere thank to Mr. Vinayak Kammar lecturer

Department of Management Study, H.M.S.I.T, Tumkur, for his constant
guidance and assistance throughout this study.

7
The Taste of India
I also express my sincere thank to Mr. G.D.Trivadi administrative

officer of Amul for giving proper guidance of the project and also thanks to
Amul to give me the opportunity for doing project work.
Last but not the least, I would like to thank my respondents for
sparing their precious time to answer my questionnaire and giving me the
valuable information I needed. Finally my sincere thanks to my parents
and to my entire friend to their support and motivation throughout the
project.
Saiyed
Sohelahmed s
(USN.1HM07MBA44)

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The Taste of India
(ON THE COLLEGE LETTERHEAD)
DATE:
CERTIFICATE
This is to certify that Mr. Saiyed Sohelahmed S bonafide

student of IV SEM MBA bearing USN NO 1HM07MBA44 has undergone a
main training report and prepared a report entitled “CUSTOMER BONDING
TOWARDS AMUL MILK & MILK PRODUCTS IN ANAND DISTRICT” for a
period of 6 weeks successfully.
This Training Report is submitted for the Award of partial

fulfillment of the Master’s degree in Business Administration Affiliated to
VTU, Belgaum during the month of January 2009.
Mr. G.V.M. Sharma Dr. T. R.

Jagadeesh
Asst. Prof & HOD Principal
External guide internal guide

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The Taste of India
Chapter-1
INTRODUCTION:
“Marketing is a total system of business, an ongoing process of:
1. Discovering and translating consumer needs and desires into the
products services (planning and producing the planned products).
2. Creating demand for this product and services (through promotion and
pricing)
3. Serving the consumer demand through planned and physical
distribution) with the help of marketing channels and then I turn.

4. Expanding the market even in the place of keen competition.”
The modern marketer is called upon to set the marketing objectives, develop the
marketing plan, organize the ,marketing function, implement the marketing plan
or programme ( marketing mix) and control the marketing programme to ensure
the accomplishment of the set marketing objectives. The marketing programme
covers producer planning or merchandising, price, promotion and distribution.
In short, modern marketing begins with the customer, not with production
cost, sales, technological landmarks and it ends with the customer satisfaction
and social well-being. Under the market- driven economy buyer or customer is
the boss.
Marketing has been viewed as an ongoing or dynamic process involving a
set of interacting activities dealing with a market offering by producers to
consumers on the basis of reliable marketing anticipation.
Marketing is a matching process by which a process by which a producer
provides a marketing mix that meets consumer demands of a target markets
within the limits of society. The process is based on corporate goals and
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The Taste of India
corporate capabilities. Marketing process brings together producers and

consumers the two main participants in exchange. Each producer or seller has
certain goals and capabilities in making and marketing his products. He uses
marketing research as a tool to anticipate market demand. Then he provides a
marketing mix in order to capitalize marketing opportunity. An exchange or a
transaction takes when market offering is acceptable to the customer who is
prepared to give something value I return against the product so bought.

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The Taste of India
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy science,
which deals with the processing of milk and the manufacture of milk products
on an industrial scale.
The dairy sector in the India has shown remarkable development in the past
decade and India has now become one of the largest producers of milk and
value-added milk products in the world.
The dairy sector has developed through co-operatives in many parts of
the State. During 1997-98, the State had 60 milk processing plants with an
aggregate processing capacity of 5.8 million litres per day. In addition to these
processing plants, 123 Government and 33 co-operatives milk chilling centers
operate in the State.
Also India today is the lowest cost producer of per litre of milk in the
world, at 27 cents, compared with the U.S' 63 cents, and Japan’s $2.8 dollars.
Also to take advantage of this lowest cost of milk production and increasing
production in the country multinational companies are planning to expand their
activities here. Some of these milk producers have already obtained quality
standard certificates from the authorities. This will help them in marketing their
products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace
of around 33% per annum to around Rs.43,500 crores by year 2005. This

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The Taste of India
growth is going to come from the greater emphasis on the processed foods
sector and also by increase in the conversion of milk into milk products. By
2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million.
Presently the market is valued at around Rs7,00,000 mn.
Milk Production from 1950 to 2020
1950 – 17 million tonnes
1996 – 70.8 million tonnes
1997 – 74.3 million tonnes
(Projected) 2020 – 240 million tonnes
Expected to reach- 220 to 250 mt – 2020
India contributes to world milk production rise from 12-15 % & it will increase
up to 30-35% (year 2020)
World's Major Milk Producers (Million MTs)
2002-03 2003-04 (Approx.)

Country
India 81 84.5
Brazil 75 77
Russia 34 33
Germany 27 27
France 24 24
Pakistan 21 22
USA 71 71
UK 14 14
Ukraine 15 14
Poland 12 12
New Zealand 11 12
Netherlands 11 11
Italy 10 10
Australia 9 10

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The Taste of India
Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and
survives for long time with better status. The various institute and milk dairy
companies R&D results provide base for today’s industry growth and
development. The research and development of products of dairy, like yogurt
and cheese market research and company reports provides insights into product
and market trends, analysis opportunities, sales and marketing strategies will
help local milk unions to develop and spread world wide through obtaining this
knowledge. Specific on market share, segmentation, size and growth in the US
and global markets are also helps industry to expand its market worldwide even
small union also.
Development of Food Processing Industry:
The food processing industry sector in India is one of the largest in terms
of production, consumption, export and growth prospects. The government of
accorded it is a high priority, with a number of fiscal relieves and incentives, to
encourage commercialization and value addition to agriculture produce, for
minimizing harvest wastage, generating employment and export growth.
Food processing industry is providing backbone support to the milk
industry. The development food products by using milk can give good market
opportunities to produces milk.
Products and Industry Status:
Among the products manufactured by organized sector are Ghee, Butter,
Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed
milk etc.. some milk products like Casein and Lactose are also being
manufactured lately. Therefore, there is good scope for manufacturing these
products locally.

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The Taste of India
Liberalization of the economy has led to a flood of new entrants, including

MNCs due to good prospects and abundant supply.
Investment Potential in Milk Products:

At the present rate of growth, India is expected to overtake the US in milk
production by the year 2010, when demand is expected to be over 125.69 ml.tn.
Being largely imported, manufacture of casein and lactose has good scope in the
country.
Exports of milk products have been decentralized and export in 2005-
2010 is estimated at 71.875 cr.
Production of Milk in India:
The facts and figures here shown are calculated on the basis of percentage
increases pear year.
Production in million
Year
MT
1993-94 61.2
1994-95 63.5
1995-96 65.0
1996-97 68.0
1997-98 71.0
1998-99 74.5
1999-00 78.0
2000-01 81.51
2001-02 85.17
2002-03 89.0
2003-04 93.0

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The Taste of India
2004-05 97.65
2005-06 102.45
2006-07 107.58
Company profile
Company Profile of Amul:
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Variants, all meaning "priceless", are found in several Indian languages. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul
Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08).
Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices.
50 years after it was first launched, Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other
brand comes even close to it. All because a thumb-sized girl climbed on to the
hoardings and put a magical spell on the masses

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The Taste of India
AMUL stands for,

A= Anand
M = Milk
U = Union
L = Limited.
Milestone of Amul:
Name Karia district co-operative milk producer’s ltd, widely known as
“Amul”
From Co-operative sector registered under the co-operative society act
Location Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat ,
India
Registration 14th December, 1946
Registered Kaira district co-operative milk producer’s ltd, Anand -388 001.
Gujarat
Size Production of different products on large scale, collecting 9 to 15
lakh liters milk everyday & producing milk products.
Plant There are 4 plants
1) Amul Plant 2) Kanjari Plant
3) Mogar Plant 4) Khatraj Plant
Banker 1. The Kaire District Center Co-Operative Bank Ltd.
2. UTI bank 4. Bank of Baroda

3. SBI 5. Corporation bank 6. Bank of
Maharashtra

17
The Taste of India
Working 10:45 am to 5:45 pm

Founders 1. Shri Tribhuvandas K. Patel
2. Shri Sadar Vallabhbhi Patel
3. Shri Morarji Desai
4. Shri Verghese Kurien
5. Shri Harichand M. Dalaya
Amul (Anand milk union ltd.) is abased on four hands, which are coordinated
with each other. The actual meaning of this symbol is co-ordination of four
hands of different people by whom this union is at the top position in Asia.
o First hand is of farmers, without whom the organization would not
have existed.
o Second hand is of processors, who process the row material (milk)
into finished goods.
o Third hand is of marketer, without whom the product would have
not reached the customers

o Fourth hand is of customers, without whom the products would
have not carried on.
Brief History of Amul:
Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.

18
The Taste of India
(GCMMF), which today is jointly owned by some 2.6 million milk producers in
Gujarat, India.
AMUL is based in Anand, Gujarat and has been a sterling example of a
co-operative organization's success in the long term. It is one of the best
examples of co-operative achievement in the developing world. "Anyone who
has seen ... the dairy cooperatives in the state of Gujarat, especially the highly
successful one known as AMUL, will naturally wonder what combination of
influences and incentives is needed to multiply such a model a thousand times
over in developing regions everywhere. ”The Amul Pattern has established itself
as a uniquely appropriate model for rural development. Amul has spurred the
White Revolution of India, which has made India the largest producer of milk
and milk products in the world. It is also the world's biggest vegetarian cheese
brand.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand
with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6
million producer members with milk collection average of 10.16 million litres
per day. Besides India, Amul has entered overseas markets such as Mauritius,
UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few
South African countries. Its bid to enter Japanese market in 1994 had not
succeeded, but now it has fresh plans of flooding the Japanese markets. Other
potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognized
as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol,
chairman of the Banaskantha Union, was elected chairman of GCMMF.

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The Taste of India
AMUL: The origin
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of
the Himalayas. Similar is the story of Amul which inspired Operation Flood and
heralded the 'White Revolution' in India. It began with two village cooperatives
and 250 liters of milk per day, nothing but a trickle compared to the flood it has
become today. Today Amul collects processes and distributes over a million
liters of milk and milk products per day, during the peak, on behalf of more than
a thousand village cooperatives owned by half a million farmer members.
Further, as Ganga-ma carries the aspirations of generations for moksha, Amul
too has become a symbol of the aspirations of millions of farmers.Creating a
pattern of liberation and self-reliance for every farmer to follow.
The Start of a Revolution

The revolution started as awareness among the farmers that grew and matured
into a protest movement and the determination to liberate them. Over four
decades ago, the life of a farmer in Kaira District was very much like that of his
counterpart anywhere else in India. His income was derived almost entirely
from seasonal crops. The income from milch buffaloes was undependable. The
marketing and distribution system for the milk was controlled by private traders
and middlemen. As milk is perishable, farmers were compelled to sell it for
whatever they were offered. Often, they had to sell cream and ghee at
throwaway prices. In this situation, the one who gained was the private trader.
Gradually, the realization dawned on the farmers that the exploitation by the
trader could be checked only if marketed their milk themselves. In order to do

20
The Taste of India
that they needed to form some sort of an organization. This realization is what
led to the establishment of the Kaira District Cooperative Milk Producers'
Union Limited (popularly known as Amul) which was formally registered on
December 14, 1946.
The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June
1948. An assured market proved a great incentive to the milk producers of the
district. By the end of 1948, more than 400 farmers joined in more village
societies, and the quantity of milk handled by one Union increased from 250 to
5,000 liters a day.
Amul's Secret of Success
The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the agro-
system of the farmers. It also enables the consumer an access to high quality
milk and milk products. Contrary to the traditional system, when the profit of
the business was cornered by the middlemen, the system ensured that the profit
goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere. Amul has been able to:
• Provide a support system to the milk producers without disturbing their

agro-economic systems
• Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense, Amul is an example par
excellence, of an intervention for rural change.

21
The Taste of India
• Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment
• Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its roles and
limitations
• Plough back the profits, by prudent use of men, material and machines, in
the rural sector for the common good and betterment of the member
producers and
The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the
village societies.The village society also facilitates the implementation of
various production enhancement and member education programs undertaken
by the Union. The staff of the village societies has been trained to undertake the
veterinary first-aid and the artificial insemination activities on their own.
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest

food products marketing organization. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money.
13 district cooperative milk

Members:
producers' Union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141
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The Taste of India
Total Milk handling capacity: 10.21 million liters per day

Milk collection (Total - 2007-08): 2.69 billion liters
Milk collection (Daily Average 2007-
7.4 million liters
08):
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing Capacity: 3090 Mts per day
Sales turn over from 1994 to 2008:
Sales Turnover Rs (million)

1994-95 11140
1995-96 13790
1996-97 15540
1997-98 18840
1998-99 22192
1999-00 22185
2000-01 22588
2001-02 23365
2002-03 27457
2003-04 28941
2004-05 29225
2005-06 37736
2006-07 42778
2007-08 52554
Ownership Pattern of Amul:
Amul is a co-operative sector & it is having 22 total numbers in societies.
In addition to this there is total 1800 manpower in organization.
Gujarat co-operative milk marketing federation ltd. widely known as
GCMMF faces through competition in the Indian market by different
companies. So that by advertising and promoting its product GCMMF has
become one of the leading dairies in India. In western of India, GCMMF shares
most of the market while in other parts of India it is next so. But slowly and
surely GCMMF is growing in sharing the market with other competitors
industries.

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The Taste of India
Now there is machinery around Rs. 1500 lakh which is to be in

expansion with higher advanced machinery to Rs. 1600 lakhs.
Accumulated members share capital in union is Rs. 553,935,000 this
share capital is deposited in Amul bank account in the name respective member
dairy co-operative societies.
Information about Competitors:

The Indian market is dominated by a large number of small local
manufacture and regional players.
There are an estimated 150 manufactures in the organized segment which
account for 30-40% of sales and about 1000 units in the unorganized segment of
the market.
They have also competitor in the market. They felt very tuff competition in our
country and outing countries.
According to Product Categories

For Liquid Milk: For Ice-Cream Product
 Gayatri Milk  Gokul Ice-Cream
 Super Milk  Dairy –Den Ice-Cream
 Payal Milk  Quality Walls Ice-Cream
 Sardar Milk  Havmor Ice-Cream
 Samrrudhi Milk  Max
 Sagar Milk  Vadilal Ice-Cream

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The Taste of India
For Ghee Product For Chocolate

 Gopi Ghee  Cadbury
 Gayatri Ghee  Max
 Krishna Ghee  Dairy Milk
 A’bad Ghee  Five Star
 Nestle
Butter Cheese
 Nature butter  Britannia
 Lebon
Achievements \ awards:
Amul a co-operative society and its co-operation has led many different
awards in its favor.
Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel

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The Taste of India
1965: “Padmshri awarded was given to V. Kurien, general manager, by

the president of India
1987: “Best Productivity” awarded by national productivity council for
the year 1985-86 awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive year 1986-
87 by the president of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self sustaining co-operative
worldwide ICA regional office for Asia and pacific, New Delhi, 1996.
1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO 9001-2000
and HACCP Certificate and effects are got to obtain ISO 14000.

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The Taste of India
List of Products Marketed:
Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Delicious Low fat, low Cholesterol
Bread Spread
Delicious Table
Margarine
The Delicious way to eat
healthy
Milk Drinks
Amul Kool Millk Amul Kool
Shaake
Amul Kool Cafe Kool Koko

A delight to Chocolate
Lovers. Delicious Chocolate
taste
Nutramul Energy Drink Amul Kool Chocolate

A drink for Kids - provides Milk
energy to suit the needs of
growing Kids

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The Taste of India
Amul Kool Flavoured Amul Kool Flavoured

Bottled Milk Tetra Pack
Amul Masti Spiced Amul Kool Thandai

Buttermilk
Amul introduces the Best Thirst
Quenching Drink
Powder Milk
Amul Spray Infant Milk Amul Instant Full
Food Cream Milk Powder
Still, Mother's Milk is Best for A dairy in your home
your baby
Sagar Skimmed Milk Sagar Tea Coffee

Powder Whitener
Which is especially useful for
diet preparations or for use by
people on low calorie and high
protein diet.
Amulya Dairy
Whitener
The Richest, Purest Dairy
Whitener
Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most hygienic milk
available in the market.
Pasteurised in state-of-the-art
processing plants and pouch-
packed for convenience.

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The Taste of India
Amul Taaza Double Amul Lite Slim and

Toned Milk Trim Milk
Amul Fresh Cream Amul Shakti Toned

Milk
Amul Calci+
Cheese
Amul Pasteurised Amul Cheese Spreads
Processed Cheese Tasty Cheese Spreads in 3 great
100% Vegetarian Cheese made flavours..
from microbial rennet
Amul Emmental Cheese Amul Pizza Mozzarella

The Great Swiss Cheese from Cheese
Amul, has a sweet-dry flavour and Pizza cheese...makes great tasting
hazelnut aroma pizzas!
Gouda Cheese
For Cooking

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The Taste of India
Amul / Sagar Pure Ghee Cooking Butter

Made from fresh cream. Has
typical rich aroma and granular
texture. An ethnic product made
by dairies with decades of
experience.
Amul Malai Paneer Utterly Delicious Pizza

Ready to cook paneer to make
your favourite recipes!
Mithai Mate Masti Dahi

Sweetened Condensed Milk - Free
flowing and smooth texture. White
to creamy color with a pleasant
taste.
Desserts
Amul Ice Creams Amul Shrikhand
Premium Ice Cream made in A delicious treat, anytime.
various varieties and flavours with
dry fruits and nuts.
Amul Mithaee Gulab Amul Chocolates

Jamuns The perfect gift for someone you
Pure Khoya Gulab Jamums...best love.
served piping hot.

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The Taste of India
Amul Lassee Amul Basundi
Health Drink
Nutramul Amul Shakti Health
Malted Milk Food made from Food Drink
malt extract has the highest Available in Kesar-Almond and
protein content among all the Chocolate flavours.
brown beverage powders sold
in India.

31
The Taste of India
Chapter -2
Theoretical Background of This Study
A. STATEMENT OF THE PROBLEM
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 Products
B. OBJECTIVES OF THE STUDY

This project is based on consumer satisfaction towards Amul Milk and Milk
products 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
products.
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.
D. METHODOLOGY
The study is mainly concerned with behaviors of the customers’

satisfaction towards AMUL products and Milk products. Hence various data
and methodology is considered in my report preparation. The main data
sources are:
PRIMARY DATA
The primary data refers to 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 needs of the problem.
TOOLS USED TO COLLECT THE PRIMARY DATA:

The primary data is collected on the basis of survey method with the
help of questionnaires, and interviews, personal observation, direct
consultation with consumers and dealers.
Both open and closed end questions are used in the questionnaire.
METHODS:
The survey method is used to collect the primary data with the help
of questionnaire based on explorative and conclusive research.
SAMPLING UNIT:
It refers to the individuals who are to be surveyed in the study and it is
the customer who is consuming or using or who has bought AMUL milk and
milk products are surveyed.

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The Taste of India
SAMPLE SIZE:
It refers to the number of people surveyed for this topic, in the study
100 people were surveyed and responses drawn.
SECONDARY DATA:
The secondary data can be defined as data collected by son\me one
else for purposes other than solving problem being investigation and
previously meant for another purpose.
A secondary data is collected from the books, periodical journals,
magazines, papers, company records, internet and other publication.
E. LIMITATION OF THE STUDY:
1. Total coverage of the study is limited to the few customers for

collecting AMUL milk and milk products at Anand, Baroda, and
Vidhyanagar & at some small village.
2. Sample size of the study is restricted to 100 customers only.
3. Most of the respondents hesitate to give information but how ever an
attempt is made to collect the data systematically.
4. Time is the one constraint of the survey.

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The Taste of India
CHAPTER – 3
THEORITICAL DISCUSSION
INTRODUCTION:
The term “market” is derived from the Latin word ‘Marcatus’ which
means to trade or place of business. So in the literal sense and in the ordinary
language, the term ‘Market’ refers to a certain place, where buyers and sellers
personally meet each other and make their purchase and sales. In short, it means
a certain place where goods are bought and sold.
However in commerce the term ‘Market’ is used in the economic sense.
In the economic sense the term ‘Market’ does not refer to any particular place
where buyers and sellers meet face to face and make their purchase and sales,
but covers the whole of any region, where the buyers and sellers are in such free
intercourse, that is contract or communication with one another that a single
price prevails for a certain commodity at a certain point of time through the
region.
In short, it means the getting together of buyers and sellers in person or
any by mail telephone, telegraph of through any other means of communication.
Marketing:
The meaning of the term ‘marketing’ can be studied under two heads.
They are,
1. Traditional or old view of marketing
2. Modern of customer oriented marketing

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The Taste of India
Definition:
According to the American Marketing Association, “Marketing is the
performances of business activities that direct the flow of goods and services
from producer to customer or user”
Five Stages of Customer Bonding
This bond results from effective one-on-one communication, mutually-

beneficial interaction, the company's genuine interest and involvement in the
customer's life and lifestyle, a combination of customer allegiance and company
advocacy, and a shared sense of purpose.
Customer loyalty develops from personal relationships and trust between the
company and the customer over time. This includes keeping customers involved
throughout the product lifecycle as well as developing products and/or services
to meet changing customer needs and desires.
AWARENESS
• The art of earning customer "share-of-mind" involves creating an

impression of personal identification with the company's products and/or
services.
• This first stage, awareness, represents the weakest aspect of a relationship
because it is non-interactive and depends entirely on the customer's
perception
IDENTITY
• The identification stage occurs when a potential customer asks the

question, "What's in it for me?"

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The Taste of India
• A customer identifies a product of service as meeting one or more

important personal needs, such as self-fulfillment, status, or belonging.
• A customer may perceive the company as having values and preferences
similar to his own and begin to form a relationship with the company.
RELATIONSHIP
• At this stage, the customer receives the benefit of products and/or

services tailored specifically to his individual needs (at least as nearly as
the company can provide).
• Once a customer interacts with the company, repeated experiences of
individual customer satisfaction take on significant importance.
• Customers expect that products will work and that they will receive good
service. Customer delight results largely from how a product is sold and
is serviced as well as how the company responds to inquiries and solves
problems.
COMMUNITY
• Customer bonding requires high levels of effective interaction. When the

company integrates its products and services into the life and lifestyle of
its customers, communal bonding occurs.
• The community relationship stage achieves an integration of values,
preferences and priorities between customer and company where each
derives mutual benefit. Companies that achieve this type of loyalty
consistently delight their customers.

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The Taste of India
ADVOCACY
• At this advanced level of customer bonding, the company services as an

advocate for the customer, and the customer shows an allegiance to the
company; word-of-mouth advertising flourishes. Because the company
now can encourage buyer-get-a-buyer programs through appropriate
incentives, it must be prepared to follow through professionally to make
new recruits feel as valued as the advocates who recommended them.
Market Segmentation:
The process of talking the total heterogeneous market for a product &
dividing it in to several sub markets each which tend to be homogeneous in all
significances.
There are few bases for segmentation markets,
• Customer characteristics
• Consumer responses
The major segmentation variables for consumers markets are,

o Geographic segmentation (nation, state, country, city)
o Demographic segmentation (age, family, religion, generation,
nationality, social class)
o Psychographic (life style, personality & status class)
o Behavioral (occupation, benefits, users, loyalty, )
These variables can be used singly or in combination, business marketer use all
these variable as along with operating variables, purchasing approaches,
substantial, accessible, differentiable, & actionable.
Customer Behavior:
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The Taste of India
The term consumer behavior refers to the behavior that consumer

displays in reach for purchasing using, evaluating & disposing of products &
services that they except will satisfy their needs.
Consumer Research:
Consumer research is the methodology used to study consumer behavior
research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.
What their attitudes are before and after promotional campaigns & how & why
they make their consumption decision.
Consumer Satisfaction:
All business firms have realized that marketing is a core element of
management philosophy & the key to its success lies in focusing more & more
on the customers. That is, it will be the customer who will decide where the firm
is heading. Thus the challenge before the marketer is to ensure that they should
satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction
refers to the buyers state of being adequately rewarded in a buying situation for
the sacrifices he has made one the customer purchase & use the product they
may then become either satisfy or dissatisfied.
The result of satisfaction to customer form the purchase of the product or
services is that more favorable post-purchase attitude, higher purchase intention
& brand loyalty to be exhibited that the same behavior is likely to be exhibited
in a similar purchasing situation. The term ‘consumer’ is a typically used to
refer to someone who regularly purchase from a particular store or company.
Customers are people who are happy with the product & services & are
willing to come back & pay for it again.

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The Taste of India
Today the firms aim to give satisfaction to the customer through

marketing concepts. The firm try to help the buyers in the solving the problem
then competitors. The marketers must see that consumers with purchasing
power constitute a potentials buyers are identified. It is essential for the
marketer to carry out the business in such a way that they give satisfaction to
consumers needed. When a firm markets a product or service it should aim to
enjoy consumer’s satisfaction & profit maximization.
Concept & Need for Studying Consumer Behavior:

Consumer behavior can be said to be the study of how individual make
decision on how to spend their available resources (time, money, effort) on
various consumption related items. This simple definition of consumer behavior
tells the markets to resolve every activity around the ultimate consumers &
gauge their behavior by specially focusing on:
o Who buys products or services?
o How do they buy products or services?
o Where do they buy them?
o How often they buy them?
o Why do they buy them?
o How often they use them?
These questions will help in understanding better what factors influences
the decision making process of the customers. The decision making process
identifies the number of people who are involve in this process & describes a
role to them like users, decides, influences & buyers.
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The Taste of India
It is believed that consumers or customers make purchase decision on the

basis of receipt of a small number of selectivity chosen pieces of information.
Thus it will be very important to understand what & how mush them to evaluate
the goods & services offerings.
Customer Expectation:
Customer expectation through look realistic is very often build upon on a
very high platform. Then the quality of the product or services may not match
the expectation. This again will affect the consumer satisfaction level.
So as to reduce the level of dissatisfaction among the customers, the
marketing decision maker could adopt approaches wherein he can classify
market in relation to the degree of opportunity to deliver customer satisfaction.
He could establish itself common factors & them evaluate each market
opportunity against these. The most probable factors which influence
consumer’s behaviors are:
o Market size
o Rate of growth of the market
o Stability or demand
o The due importance attached to price by the consumers before
making a purchase decision
o Consumer emphasis & the due importance given to the quality
aspect
o The consumers desire for product innovation
o The level of competition (inclusive of both existing & potential
competitors)
o The firm’s competitive strengths in terms of price & product

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The Taste of India
o Expectations at the general level like are quality, durability,

reliability, style, etc.
Feedback:
Many of the companies are entrusting their customers to give a feedback
& use this as a means of maintaining regular contact & dialogue, having
realized the importance of obtaining a feedback the consumers. Rather than
avoiding comment, companies are encouraging their customers to talk, as
mention above, feedback helps them, market firm to get on idea of the
customers view point on their product or services & more important is that this
information will help them to take action & deal with any problem immediately.
Brands:
Brands were originally developed as labels of own ship: Name Term
Design and Symbol. However, they today it is what they for people that matters
much more, powerful brands can drive success in competitive and financial
markets, and indeed become the organization’s most valuable assets.
Brand Loyalty:
It has been proclaimed by some to be the ultimate goal of marketing. In
marketing, brand loyalty consist of a consumer’s commitment to repurchase the
brand and can be demonstrated by repeated buying of a product or service or
other positive behaviors such as word of mouth advocacy. True brand loyalty
implies that the consumer is willing, st least on occasion, to put aside their own
desires in the interest of the brand.

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The Taste of India
Customer Focus:
Many companies today have a customer focus (or customer orientation).
This implies that the company focuses its activities and products on consumer
demands. Generally there are three ways of doing this: the customer driven
approach, the sense of identifying market changes and the product innovation
approach.
In the consumer driven approach, consumer wants are the drivers of all
strategic marketing decision. No strategy is pursued until it passes the test of
consumer research. Every aspect of a market offering, including the nature of
the product itself, is driven by the needs of potential customers. The starting
point is always consumer. The rationale for this approach is that there is no
point spending R&D funds developing products that people will not buy.
History attested to many products that were commercial failure in spite of being
technological breakthroughs.
Customer Loyalty:
“It takes a lot less money to increase your retention of current than to find
new ones but I know I don’t give it as much effort as I should because it does
take a lot of energy and effort”

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The Taste of India
Chapter-4
Analysis and Interpretation of the Data:
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

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The Taste of India
because different gender exibit 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 35 35
Female 65 65
total 100 100
Sources: Primary Data
Table no 5.1
Interpretation:
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.

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The Taste of India
CLASSIFICATION OF
CUSTOEMRS BASED ON SEX
70 65
No of Respondents
60
50
40 35
Male
30
Female
20
10
0
Male Female
Graph no: 5.1
Occupation:
Occupation is also influences a person’s consumption pattern. A blue
collar worker will buy work cloths, work shoes and lunch boxes. Similarly the
Amul Milk and Milk products are 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 20 20
Employee 10 10
House wife 65 65
Others 05 05
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The Taste of India
Total 100 100

Table no.5.2
Interpretation:
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.
ANALYSIS OF OCCUPATION OF THE RESPONDENTS

70 65
60
50
No.of respondents
40
30
20 20
Business
10 10
5 Employee
0 House wife
Business EmployeeHouse wife Others
Others
OCCUPATION
Graph No.5.2
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 and Milk products.
Analysis of Monthly Income of the Respondents

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The Taste of India
Monthly income No. of respondents Percentage %
Below 5000 38 38
5001-10000 30 30
10001-15000 21 21
15001 & above 11 11
Total 100 100
Table No: 5.3
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
ANALYSIS OF MONTHLY INCOME OF RESPENDENTS
38
40
NO.OF RESPONDENTS
35 30
30
25 21
20
15 11
10
5
0
Below 5001- 10001- 15001
5000 10000 15000 &
above
INCOME
Graph No. 5.3
Purchasing Factor:

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The Taste of India
Identification of various factors plays a vital role in consumer

behavior study. The various factors such as quality, price easy available etc. is
influencing lot and influences positively. The following data reveals how
various factors are influencing to buying of Amul Milk and Milk products.
Analysis of Factors to Buy AMUL Milk and Milk Products

Factors No. of Respondents Percentage %
Quality 38 38
Brand image 28 28
Price 20 20
Easy availability 14 14
Others Nil Nil
Total 100 100
` Source: Primary Data
Table no: 5.4

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The Taste of India
Analysis of factors to buy Amul Milk products

40 38
No. of respondents
35
30 28
25
20 20
15 14
10
5
0
Quality Brand image Price Easy
availability
Factors
Graph no 5.4
Interpretation:
38% of respondents buying AMUL Milk & Milk products for its Good
Quality, 28% of respondents use for its Band Name,20% of its Price
consideration, 14% of its easy availability of respondents buying AMUL Milk
& Milk products.
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

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The Taste of India
number of customers to their products. Hence I try to collect information related

to quality of AMUL Milk & Milk products.
Opinion of the Respondents Regarding Quality

Opinions No. of Respondents Percentage ( % )
Thickness 35 35
Freshness 45 45
Taste 20 20
Others Nil Nil
Total 100 100
Table no: 5.5
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 &
Milk products have Thickness.

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The Taste of India
Opinion of the Respondents RegardingQuality
50 45
No. of Respondents
40 35
30
20
20
10
0
Thickness Freshness Taste
Opinions
Graph no.5.5
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 No. of Respondents Percentage (%)
1 Liter 70 70
2-4 Liter 10 10
More than 4 Liters 20 20
Total 100 100
Table no: 5.6

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The Taste of India
Analysis of Average Consumption of Milk Per Day
70
70
60
No. of Respondents
50
40
30
20
20
10
10
0
1 Liter 2-4 Liter More than 4
Liters
Consumption
Graph no.5.6
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
Purchase Duration:
Repeat purchase will help to know what customer loyalty towards Amul
Milk & milk products. When consumer repeatedly purchases the product, it is
understood that they are satisfied with the products. The following data show
the various statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk & Milk Products

Duration No. of Respondents Percentage (%)
6 Months 05 05
1-2 Years 15 15
3-4 Years 20 20
More than 4 years 60 60
Total 100 100
Table no: 5.7
Interpretation:
As per the data gathered, out of 100 respondents, 05% of the respondents
buying since last six months, 15% of the respondents from one to two years, 20
% of the respondents from three to four years, 60% of the respondents buying
AMUL Milk & Milk products from more than four years.
consuming AMUL Milk & Milk products more than four years.

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The Taste of India
Analysis of Purchase Duration of the Milk Products
60 60
50
No.of Respondents
40
30
20 20
15
10 5
0
6 Months 1-2 Years 3-4 Years More than 4
years
Consumption
Graph no: 5.7
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 & Milk products.
Analysis of Rating towards AMUL Milk & Milk products
Ratings No. of Respondents Percentage (%)
Excellent 25 25
Good 48 48
Average 22 22
Poor 05 05
Total 100 100
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The Taste of India
Source: Primary Data

Table no: 5.8
Interpretation:
25% of the respondents rated that AMUL Milk & Milk products are
Excellent. 48% of the respondents rated as good, 22% of the respondents rated
as Average Quality. 05% of the respondents rated that AMUL Milk & Milk
products are Poor.
rated AMUL Milk & Milk products are of Good Quality.
Analysis of Rating towards Amul Milk Products
50 48
45
No.of Respondents
40
35
30
25
25 22
20
15
10
5
5
0
Excellent Good Average Poor
Rating
Graph no.5.8

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The Taste of India
Common Complaints:
A customer centered organization makes it ways for its customer to
deliver suggestion and complaints. Many firms provide form for collecting
feedback on products and some time customer complaints and suggestion about
products. In this survey, common problems raised by the customer or not.
Analysis of problems in Amul Milk Products
Opinions No. of Respondents Percentage (%)
Yes 10 10
No 90 90
Total 100 100
Table no: 5.9
Interpretation:
Only 10% of the respondents said that that there is no problem is AMUL
Milk & Milk products. 90% of the respondents are said that no problems in
AMUL Milk & Milk products.
From the above table we can conclude that majority that the respondents
are not having
any problems in AMUL Milk & Milk products.

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The Taste of India
Analysis of Problems in Amul Milk Products
No.of Respondents 100 90
80
60
40
20 10
0
Yes No
Opinions
Graph no: 5.9
Purchasing Place:
Purchase place is also important to know where users choose their
purchase point. This helps to marketer to design various promotion and
distribution programmes. The data is collected to know the various purchase
place and availability.
Analysis of Availability of Products from Dealers

Easily Available No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100

Table no: 5.10

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The Taste of India
Interpretation:
95% of the respondents said that they are getting AMUL Milk & Milk
products easily. Only 05% of the respondents disagree with the easy available of
AMUL Milk & Milk products.
getting the AMUL Milk & Milk products easily from the dealers or retailers.
Analysis of availability of Amul Milk

Products from the Dealers
95
No.of Respondetns
100
80
60
40
20 5
0
Yes No
Opinions
Graph no: 5.10
Opinions towards Products:

The behavior of user after his/her commitment to a product has been
collected with respect products terms of satisfaction with rating scale. The
following are the data obtained related to AMUL Milk & Milk products

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The Taste of India
Value for the Money:

Consumers always think while paying price to the products such as how
much we are paying towards products and how much we are getting. This data
is gathered to know what value they are receiving from the AMUL Milk & Milk
products.
Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage (%)
Yes 96 96
No 04 04
Total 100 100
Table no: 5.11

Interpretation:
96% of the respondents feel that they get the value for money they paid.
Only 04% of the respondents feel that they are not getting the value for money
what they paid.
are agreed that
they are getting the value for money they paid.

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The Taste of India
Analysis of Value For Money Paid

By The Consumers
96
Respondents 100
80
No. of
60
40
20
4
0
Yes No
Responce
Graph no: 5.11
Influence to Others to Buy Products:

Post experience & benefits will help organization in obtaining the
additional sale. In this connection feedback its act as an influence to others to
adopt the product the user survey has conducted to identify what an extent user
recommends to others. The data has been extracted & it is as follows.
Analysis of Recommendations
Recommended No. of Respondents Percentage (%)
Yes 95 95
No 05 05
Total 100 100

Table no: 5.12

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The Taste of India
Interpretation:
95% of the respondents were recommended verka milk and milk
products, 05% of the respondents were not recommended verka milk and
products to others.
were recommended verka milk and milk products.
Analysis of Recommendations
100 95
No.of Respondents
80
60
40
20
5
0
Yes No
opinions
Table no: 5.12

Interpretation:
95% of the respondents were satisfies with the AMUL Milk & Milk
products. 05% of the respondents were not satisfies with the AMUL Milk &
Milk products.
were satisfied with the AMUL Milk & Milk products.

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The Taste of India
Chapter-5
FINDINGS, SUGGESTIONS AND CONCLUSIONS:
FINDINGS:
This chapter is including in my survey findings, suggestions and
conclusions of my study. First I would like to present my survey findings. The
main findings of my survey are as follows:
1. 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.
2. 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 & Milk products.
3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk
products. As per the data, 79% of the respondents’ income is under this
group.
4. The main purchasing factors for the Amul Milk & Milk products are
Quality and Brand image. The data reveals that 42% influences on
Quality and 32% influenced for the Brand.
5. 88% of the total respondents are using product since from a long time.
The majority of the respondents are using Amul Milk & Milk products
from more than 3 years.
6. Overall opinion of the product performance data reveals that Amul
product satisfies 70% of the respondent and 30% respondent’s opinion is
average.
7. It is found in the survey that 32% of the total respondents are dissatisfied
on dealer’s services.

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The Taste of India
8. It is found in the survey that customer are influencing through Word of

Mouth.
SUGGESTIONS:
1. Milk and milk product purchase 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 women’s role in the house is dominant, even
in the various decisions.
2. 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 and milk products. Therefore, an
occupation is the factor influencing the product.
3. 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 and milk products.
4. 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.
5. Since Amul is having loyal customer it should concentrate more on this
factor through various potential programmes such as campaign, premium

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The Taste of India
packs, offers etc., this helps to increase the loyalty towards the Amul
products.
6. As only 30% of the total respondents are dissatisfied which is quite a
large percentage and this may influence negatively and increase the rate
of switch over. Hence I suggest management to concentrate on few
product quality, shelf life, dealers approach, outlet maintenance etc. will
help Amul to satisfy to a greater extent.
7. Milk and milk product are having high demand and it is considered as a
very essential products. In present practice, purchase of milk and milk
products is through dealers. In this connection dealers approach towards
the product.
8. Customer is influential, hence I suggest Amul to look after the dealers
issue with due care.
9. When product possesses quality and other important attributes naturally
they propaganda about product through word of mouth and vice versa.
Therefore if the quality and attributes are fine tuned according to the
needs will help the Amul to get reputation and addition market.
10. Introduction of various economic products lies may help Amul to attract
the existing and new customers and may attract all income level groups.
Hence I suggest management to introduce new product line which can
satisfy the entire group.

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The Taste of India
Conclusions:
From the survey conducted it is observed that Amul milk and Milk
products 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 and Milk products because of its good quality, reputation, easy
availabilities. Some customers are not satisfied with the Amul Milk & Milk
products 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 it’s customers before making any move.

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The Taste of India
BIBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall

Of India Private Limited, New Delhi.
Marketing Research: G.C Brek, Tata Mc Graw-Hill Publishing Company

Limited, New Delhi
Periodical: Business Word

DFPI, Annual Report-1999-2000
Research Methodology: C.R.Kothari , 2nd edition.

S.N Murty and U Bhojanna
Website Address:
www.amul.com

68
The Taste of India
Customer Response – Questionnaire

Saiyed Sohelahmed, student of second year MBA of the H M S Institute of
Technology, Tumkur, Karnataka, he is doing main project on “Customer Satisfaction Towards
AMUL Milk & Milk products” at AMUL, Anand, Gujarat as a part of study. I request you to
provide the required information for the completion of my study.
Promise that the information is used exclusively for academic purpose only.
1. personal profile: A. Name:
B. Address:
C: Sex: Male: [ ] Female [ ]
G: Age: [ ]
E: Occupation:
1. Self-employed: [ ] 3.Professional: [ ]
2. House wife: [ ] 4. Student: [ ]
2. Which product you are buying?
3. What is the most important factor that matters while buying an Amul
product?
a. Quality: [ ] b. Price: [ ] c. Service: [ ]
4. How did you come to know about the Amul product?
a. By friends/family: [ ] b. Direct mailers: [ ]
c. Press Ads: [ ] d. Reference website: [ ]
e. T.V. Ads: [ ]

69
The Taste of India
5. Which configuration would you decide on while buying an Amul

product?
a. Intermediaries: [ ] b. Standard: [ ]
c. Latest / Advanced: [ ]
6. Are you satisfied with the quality of the product?
a. Yes: [ ] b. No: [ ]
7. Do you think the price of Amul product is high / low compared to

competitor’s product?
a. Very good: [ ] b. High: [ ]
c. Average: [ ] d. Same: [ ]
8. How often do you buy this product of Amul?
a. Daily: [ ] b. Monthly: [ ]
c. Weekly: [ ] d. Occasionally: [ ]
9. What is your opinion about the performance of Amul product?
a. Outstanding: [ ] b. excellent: [ ]
c. Good: [ ] d. Average: [ ]
10. Do the various schemes / promotional activities affect your purchase

plans?
a. Yes: [ ] b. No: [ ]
11. Suggestion (if any):
Date: SAIYED SOHELAHMED

S
(1 HM 07 MBA 44)
Place:

70
The Taste of India
THANK YOU

71

Consumer Bonding Towards Amul Milk & Milk Products

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The Taste of India

Under the guidance of

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

Department of Management Studies

CERTIFICATE BY THE GUIDE

This is to certify that Mr. Saiyed Sohelahmed S a bonafied student

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

4 Analysis & Interpretation 33

Table no. Contents Page

Graph no. Contents Page

5.11 Analysis of Value for Money Paid by 49

5.12 Analysis of Recommendations 50

I hereby declare that this dissertation entitled A STUDY ON “CUSTOMER

Place: TUMKUR Saiyed

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

I would like to take this opportunity to express my since gratitude to

I express my deep sincere gratitude to Dr. T.R. Jagadeesh principal of

I also take this opportunity to thank Dr. Hasmukh Savlani, Director

I also express my sincere thank to Mr. Vinayak Kammar lecturer

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

I also express my sincere thank to Mr. G.D.Trivadi administrative

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

(ON THE COLLEGE LETTERHEAD)

This is to certify that Mr. Saiyed Sohelahmed S bonafide

This Training Report is submitted for the Award of partial

Mr. G.V.M. Sharma Dr. T. R.

External guide internal guide

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

distribution) with the help of marketing channels and then I turn.

corporate capabilities. Marketing process brings together producers and

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

Milk Production from 1950 to 2020

1950 – 17 million tonnes

1996 – 70.8 million tonnes

1997 – 74.3 million tonnes

(Projected) 2020 – 240 million tonnes

Expected to reach- 220 to 250 mt – 2020

World's Major Milk Producers (Million MTs)

2002-03 2003-04 (Approx.)

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

Research and Development in Dairy Industry:

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

Liberalization of the economy has led to a flood of new entrants, including

Investment Potential in Milk Products:

Production of Milk in India:

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

AMUL stands for,

2. UTI bank 4. Bank of Baroda

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

Working 10:45 am to 5:45 pm

2. Shri Sadar Vallabhbhi Patel

3. Shri Morarji Desai

4. Shri Verghese Kurien

5. Shri Harichand M. Dalaya

not reached the customers

have not carried on.

Brief History of Amul:

Amul (Anand Milk Union Limited), formed in 1946, is a dairy

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR

DEPARTMENT OF MANAGEMENT STUDIES, HMSIT, TUMKUR