CONTENTS

Chapters

1. Introduction
2. Objective
3. Scope of the study
4. Literature review
5. Research methodology
6. Data analysis and interpretation
7. Conclusion
8. Recommendation
9. Limitation
10.Questionnaire
11.Bibliography

1
INTRODUCTION

2
 ANAND MILK UNION LIMITED

THE BAREILLY DISTRICT CO-OPERATIVE

MILK

PRODUCERS UNION LIMITED

3
 ANAND

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was

started with 250 liters of milk per day. In the year 1955 AMUL was

established. In the year 1946 the union was known as BAREILLY

DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This

union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form

the Sanskrit word AMULYA which means PRICELESS. A quality

control expert in Anand had suggested the brand name AMUL. Amul

products have been in use in millions of homes since 1946. Amul Butter,

Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Amul

Milks, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya

have made Amul a leading food brand in India. (The total sale is Rs. 6

billion in 2005). Today Amul is a symbol of many things like of the high-

quality products sold at reasonable prices, of the genesis of a vast co-

operative network, of the triumph of indigenous technology, of the

marketing savvy of a farmers' organization. And have a proven model for

dairy development (Generally known as ANAND PATTERN).

4
 In the early 40s, the main sources of earning for the farmers of

Bareilly district were farming and selling of milk. That time there was high

demand for milk in Bombay. The main supplier of the milk was Polson

dairy limited, which was a privately owned company and held monopoly

over the supply of milk at Bombay from the Bareilly district. This system

leads to exploitation of poor and illiterates farmers by the private traders.

The traders used to beside the prices of milk and the farmers were forced to

accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who

was a leading activist in the freedom movement. Sardar Patel advised the

farmers to sell the milk on their own by establishing a co-operative union,

Instead of supplying milk to private traders. Sardar Patel sent the farmers to

Shri Morarji Desai in order to gain his co-operation and help. Shri Desai

held a meeting at Samarkha village near Anand, on 4th January 1946. He

advised the farmers to form a society for collection of the milk.

5
 These village societies would collect the milk themselves and would

decide the prices at which they can sell the milk. The district union was also

form to collect the milk from such village co-operative societies and to sell

them. It was also resolved that the Government should be asked to buy milk

from the union.

However, the govt. did not seem to help farmers by any means. It

gave the negative response by turning down the demand for the milk. To

respond to this action of govt., the farmers of Bareilly district went on a

milk strike. For 15 whole days not a single drop of milk was sold to the

traders. As a result the Bombay milk scheme was severely affected. The milk

6
commissioner of Bombay then visited Anand to assess the situation. Having

seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district

level to collect and sell milk on a cooperative basis, without the intervention

of Government. Mr. Verghese Kurien showed main interest in establishing

union who was supported by Shri Tribhuvandas Patel who lead the

farmers in forming the Co-operative unions at the village level. The Bareilly

district milk producers union was thus established in ANAND and was

registered formally on 14th December 1946. Since farmers sold all the milk

in Anand through a co-operative union, it was commonly resolved to sell the

milk under the brand name AMUL.

7
 At the initial stage only 250 liters of milk was collected everyday. But

with the growing awareness of the benefits of the cooperativeness, the

collection of milk increased. Today Amul collect 11 lakhs liters of milk

everyday. Since milk was a perishable commodity it becomes difficult to

preserve milk flora longer period. Besides when the milk was to be collected

from the far places, there was a fear of spoiling of milk. To overcome this

problem the union thought out to develop the chilling unit at various

junctions, which would collect the milk and could chill it, so as to preserve it

for a longer period. Thus, today Amul has more than 150 chilling centers in

various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of

New Zealand under the Colombo plan, of Rs. 50 millions for factory to

manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the

president of India laid the foundation on November 15, 1954. Shri Pandit

Jawaharlal Nehru, the prime minister of India declared it open at Amul

dairy on November 20, 1955.

8
 PEOPLE POWER: 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.

9
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:

Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes

and limitations,

Bring at the command of the rural milk producers the best of the

technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing

their agro-economic systems,

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

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.

10
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. Basically the union and cooperation of people brought

Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name

which suggest THE TASTE OF INDIA.

Plants

First plant is at ANAND, which engaged in the manufacturing of milk,

butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing Amul Milk,

nutramul, Amul Ganthia and Amul lite.

11
Third plant is at Kanjari, which produces cattelfeed.

12
Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the brand

name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world,

which is matter of proud for Gujarat and whole India.

BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Chairman

13
Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar

Shri Dhirubhai Amarsinh Zala Director

Smt. Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

Shri Pravinsinh Fulsinh Solanki Director

Shri Chandubhai Madhubhai

Director
Parmar

Shri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt. Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Managing Director
Shri B. M. Vyas
G.C.M.M.F

Shri Deepak Dalal District Registrar

Shri Rahul Kumar Managing Director

14
OBJECTIVE

15
 OBJECTIVE

To find Various ways to increase their sales.

To discover the various factors which handles people to take Amul

Products and packet milk.

To identify various factors which motivates people to use products

and product milk.

To find out the satisfaction level of the customer.

16
SCOPE OF THE
STUDY

17
 SCOPE OF THE STUDY
Amul is spreading its wings and widening its business horizon to reach and

serve customers at new centers in the year ahead. The company products are

backed by a highly motivated and technology driven team to achieve

customers need, product expertise and geographic reach.

The study is oriented towards the concept of different brands offered by

Amul and its competitors to its customers. The company has endeavored to

move fast in providing market solution, which maximize customer needs

and convenience, using multiple delivery channels in composing the agency

network, wholesalers and retailers.

18
LITERATURE

REVIEW

19
INFORMATION REQUIREMENT

First, I had to know about all the competitors present in the Amul

Milk

segment (Reputed and well established brands as well as Local

brands).

Before going for the survey I had to know the comparative packs

and

prices of all the competitors existing in the market.

Since Amul Milk is a product that attracts children and youngsters

hence I had to trace the market and segment it, which mainly deals

with people of various age groups.

As Amul Milk is different product, the main information needed is the

various types of Amul Milks available in the market, their calorific

value and various other facts. They can be termed as :

As Amul Amul Milk advertisements are mainly done through

hoardings but on television the advertisement is being telecasted

timely and on the proper time or not.

AMUL AMUL MILK is made from Sugar, Cocoa Butter, Milk

Solids,

Amul Milk mass.

20
Composition:

Milk Fat 2%

Sugar 55%

Total Fat 32.33%

(Milk Fat + Cocoa Fat)

Cocoa Solids 7.5%

Milk Solids 20%

ALTERNATIVES & CHOICE

Despite the difficulty of establishing an entirely satisfactory classification

system, it is helpful to classify marketing research on the basis of the

fundamental objectives of the research. Consideration of the different types,

their applicability, their strengths, and their weakness will help the student to

select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on

discovery of ideas.

21
Marketing researches devote a significant portion of their work on

exploratory studies when very little is known about the problem being

examined.

22
RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of,

television commercials, or why they buy particular brands of cars, the

natural procedure is to ask them. Thus, the questionnaire method has come

to be the more widely used of the two data collection method. Many

consumers are now familiar with the telephone caller who greets them with

We are making a survey, and then proceeds to ask a series of questions.

Some interviews are conducted in person, others by telephone, and others by

mail. Each of these has its special advantages and disadvantages and

limitations. The questionnaire method in general, however, has a number of

pervasive advantages and disadvantages. Discussion of particular variations

will be more meaningful if these characteristics of the general methods are

brought out first.

A questionnaire consists of list of questions to be asked from the respondents

and the space provided to record the answer / responses. Questionnaire can

be used for the personal interviews, focus groups, mails and telephonic

interviews. The choice among these alternatives is largely determined by the

type of information to be obtained and by the type of respondents from

whom it is to be obtained.

23
The common factor in all varieties of the questionnaire method is this

reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the right

answer among others. It is faster, time saving and less biased. It also

simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express

the ideas they think are relevant, such questions are good as first questions

or opening questions. They introduce the subject and obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers are

straightforward and respondents have to answer them in a straight way. That

means the answer can only be either Yes or No.

24
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this project is two state sampling i.e.

Cluster and convenience. In the probability sampling methods, each items in

the sample is chosen one at a time from a complete list of universe elements.

In marketing research practice, it will sometimes be more expedient to select

clusters or groups of universe elements, rather than to choose sample items

individually.

Sampling methods in which universe elements are chosen in groups ----

rather than individually -- are called cluster-sampling methods. They are

widely used in the sampling of human populations. When no complete

universe listing exists, a type of sampling is called area sampling may be the

only practically feasible form of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of

value in exploratory studies, where the researcher is looking for the salient

attributes of given products and the important factors surrounding purchase

decisions as seen by the consumer. Structured techniques can provide a more

25
objective measurement system, one which is more comparable to a scale or a

yardstick. The term scaling has been applied to the efforts to measure

attitudes objectively, and a number of useful scales have been developed.

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

purchase Amul Milks.

The help of questionnaires conducted direct interviews, in order to get

accurate information.

In order to get correct information I had to approach consumers

ranging from 15 yrs to 65 yrs.

I visited as many respondents as I can and asked them their real

likings about any Amul Milk and also got an idea, How a Amul Milk

should be?

It is really a Herculean task to understand Consumer Behaviour, as

the definition suggest, Consumer behaviour is a physical activity as

well as decision process individual engaged in when evaluating,

acquiring, using and disposing goods and services.

26
 In order to collect accurate information I visited to Garden, Parks,

Temple, Superstores, Theatres and Gymnasium, each and every

question was filled personally by the respondents and checked

properly.

People were not willing to answer, when they were contacted between

1.00 pm to 5.00 pm, the time when most of the people take rest during

the scorching heat.

27
 Advertising is a paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor.

28
Recruitment and selection process

RECRUITMENT

29
All organizations are basically human organizations. They need people to

carry out the organizational mission, goals and objectives. Every

organization needs to recruit people .The recruitment policy should,

therefore, address itself to the key question; what are the personnel/human

resource requirement of the organization in terms of number, skills, levels

etc to meet present and future needs of production and technical and other

changes planned or anticipated in the next years.

Recruitment is the process of searching for prospective

employees and stimulating them to apply for jobs in the organization .To

recruit means to enlist, replenish or reinforce. It refers to the process of

bringing together prospective employees and employer with a view to

stimulate and encourage the former to apply for a job with the latter. The

primary purpose of recruitment and selection is to achieve one desired aim

i.e. picking the right person for the right jobs.

The recruitment process begins when an employee is to be transferred

or promoted to another post, notice of resignation or dismissal is given or

retirement is planned. The five keyways to develop top quality people:

Recruitment-getting the right people in the right job

Developing people-through training & development.

30
 Monitoring-to ensures long-term development and performance.

Developing Managers-ensuring that these key people are delivering what

the organization requires.

Managing for performance- techniques that ensure top quality

performance.

Factors Affecting Recruitment: -

In recruiting new employees management must consider the nature of labor

market, what sort of potential labor are available and how do look for works.

The factor affecting can be summed up under the following heads:

Labor Market Boundaries:- The knowledge of the boundaries help

management in estimating the available supply of qualified personnel

form, which it might recruit. A labor market consists of a geographical

area in which the forces of demand and supply interact and thus affect

the price of labor.

Available Skills:- Companies must locate the areas where they can

find employees who fit the jobs according to their skills.

31
 Economic Condition: Economic conditions also affect recruitment.

Unemployment worker may swamp a new plan located in a depressed

labor market whereas a firm trying to establish it or to expand in an

area where a few qualified workers are out of wok has quite a

different recruitment problem.

Attractiveness of the Company: The attractiveness of the company

in terms of higher wages, clean work, better fringe benefits and rapid

promotions serves as influencing factor in recruitment.

32
 PROCESS OF RECRUITMENTS

SCOUTING

33
Recruitment begins by specifying the human resource recruitment, initiating

activities and action to identify the possible sources form where they can be

met, communicating the information about the jobs, terms and conditions

and prospects they offer, and enthuse the people who meet the recruitment to

respond to the invitation by applying for jobs. Thereafter the selection

process begins. The process is as follows:

a) Decide on how many people you really need:

If everything is being done to improve performance and still there is a gap

between what the current performance is and the goals set, then the best

way is to recruit more people.

b) Analyzing the job:

Analyzing the job is the process of assembling and studying information

relating to all aspects of a particular post. Analysis is done to find

possible details about:

Purpose: Identify the aims and objectives of job and what the

employee is expected to achieve within department and company.

Position: The job title, its position in the hierarchy and for whom it is

responsible ought to be recorded. A sample organization chart may be

useful for this purpose.

34
 Main Duties: A list of key tasks may be written out; standards that

need to be reached and maintained must also be maintained. Methods

of recording, assessing and recording the key tasks must be

determined.

The work Environment: Study the physical and social environment in

which the work is out because the work environment influences the

quantity and quality of work.

c) Drafting a job description:

After job analysis is done, job description is made. Job description

describes the job. The job description decides upon the exact

knowledge, skill and experience needed to do the job.

Job description must be drafted around these heading:

Job title

Responsible to

Responsible for

Purpose of job

Duties

Responsibility

Signature and date

SELECTING
QUALIFIED
PERSONNEL 35
 d) Drawing of employee specification:

Employee specification is also known as job, person or personnel

specification. It lists the skills; knowledge and experiences required

doing the job successfully. Studying the description makes it. An

employee specification will help in deciding where to advertise what to

include in job advertisement to attach the right person. It is based upon:

Physical make-up

Attainment

Specific aptitude

Interest

Disposition

Circumstances

e) Evaluation future needs

For Evaluation future needs manpower is drafting. A manpower plan

evolves studying the make-up of present work force, assessing

forthcoming changes and calculating future workforce, which is required.

Manpower planning helps in devising long-term recruitment plans.

PLACING
HUMAN RESOURCE RECRUITTING
SELECTED
36
PLANNING REQUIRED
PERSONNEL
PERSONNEL
ON JOBS
 SEARCH FOR PROSPECTIVE
f) Finding sources
FINDING AND of recruitment:
EMPLOYEES: EVALUATING
DEVELOIPING SOURCES OF
a). DEVELOPING EFFECTIVENESS
POTENTIAL The human resource requirement can be met from internal or external
TECHNIQUES OF
EMPLOYEES
b). ATTRACTING RECRUITING
sources. CANDIDATES

TRANSFERING TO
INTERNAL SOURCES PERSONNEL NEW JOBS
RESARCH

JOB POSTING UPGRADING IN

SAME POSITION
EXTERNAL
SOURCES EXPERIENCE
PROMOTING TO HIGHER JOBS

EMPLOYEE REFERALS

PROVIDING INFORMATION
ADVERTISING

CLARIFYING
DOUBTS

37
 SOURCES OF RECRUITMENT

Internal Sources

These refer to persons already employed in the organization. Promoting persons

from lower levels may fill up vacancies at higher levels. Shortage of manpower

in one branch \ factory may be met by transferring surplus staff from another

branch \ factory. Promotion means shifting of an employee to higher post caring

greater salary, status and responsibility. On the other hand transfer refer to the

shifting an employee with salary, status and responsibility. Some time ex-

employee of the organization may be re-employed.

Advantages of Internal Sources:

1. Filling vacancies for higher job by promoting employees from with in the

organization helps to motivate and improved the morale of the

employees. This induces loyalty among them.

2. Internal requirement has to minimize labor turnover and absenteeism.

People wait for promotion and the work force is more satisfied.

3. Candidates working in organization do not require induction training.

They are already familiar with organization and with the people working

in it.

38
Disadvantages of Internal Sources:

1. There may be inbreeding, as fresh talent from outside is not obtained.

Internal candidates may not be given a new outlook and fresh ideas to

business.

2. Unsuitable candidates may not be promoted to positions of higher

responsibility because the choice is limited.

3. The employees may become lethargic if they are sure of time bound

promotion. There may be infighting among those who aspires for

promotion with in the organization.

4. Internal recruitment cannot be complete method in itself. The enterprise

has to resort to external recruitment at some stage because all vacancies

cannot be filled from with in organization.

External Sources

It refers to recruitment of employees from outside the organization. External

sources provide wide choice of the required number of the employees having

the desired qualification. It also provides the people with new ideas and

specialized skills required to cope with new challenge and to ensure growth of

the organization. Internal competitors have to compete with the outsiders.

However, existing employees resent the policy of filling higher-level vacancies

from outsiders. Moreover it is time consuming and expensive to recruit peoples

from outside. Recruitment from the outside may create frustration among the

39
existing employees that aspires for promotions. There is no guarantee that the

organizations will attract sufficient number of suitable candidates.

Advantages of External Sources:

1. The entry of fresh talent in to the organization is encouraged. New

employees bring new ideas to the organization.

2. External sources provide wider sources of personnel to choose from.

3. Requisite type of personnel having the required qualifications, training

and skill are available from the external sources.

Disadvantages of External Sources:

1. The enterprise can make the best selection since selection is made from

among a large number of applicants.

2. There is a greater decoration in employer- employee relationship,

resulting in industrial strikes, unrest, and lockouts.

3. The personnels selected from outside may suffer from the danger of

adjustment to the new work environment.

40
METHODS OF RECRUITMENT

All methods of recruitment can be put into three categories:

a) Direct method

b) Indirect method

c) Third-party method

a) Direct Method:

These include the campus interview and keeping a live register of job

seekers. Usually under this method, information about jobs and profile of

persons available for jobs is exchanged and preliminary screening is done.

The short listed candidates are then subjected to the remainder of the

selection process. Some organization maintains live registers or record of

applicants and refers to them as and when the need arises.

b) Indirect Method:

They cover advertising in newspapers, on the radio, in trade and professional

journals, technical journals and brochures.

When qualified and experienced persons are not available through other

sources, advertising in newspapers and professional and technical journals in

made. Whereas all types of advertisements can be made in newspapers and

magazines, only particular types of posts should be advertised in the

professional and technical journals.

41
 A well thought-out and planned advertisement for appointments reduces the

possibility of unqualified people applying. If the advertisement is clear and

to the point, candidates can assess their abilities and suitability for the

position and only those who possess the requisite qualifications will apply.

c) Third Party Method:

Various agencies are used for recruitment under these methods. These

include commercial and private employment agencies, state agencies, and

placement offices of schools, colleges and professional associations,

recruiting firms, management consulting firms, indoctrination seminars for

college professors, friends and relatives.

Employment Agencies:

They are specializing in specific occupation like general office help,

salesman, technical workers, accountants, computer staff, engineers and

executives and suitable persons available for a job. Because of their

specialization, they can interpret the needs of their clients and seek out

particular types of persons.

State or Public Employment Agencies:

They also knew as Employment or Labor Exchanges, are the main agencies

for public employment. They also provide a wide range of services, like

42
counseling, assistance in getting jobs, information about the labor market,

labor and wage rates, etc.

Executive Research Agencies:

They maintain a complete information records about employed executives

and recommend persons of high caliber for managerial, marketing and

production engineers posts. These agencies are looked upon as head

hunters, raiders, and pirates.

Trade Unions:

The employers to supply whatever additional employees may be needed

often call on Trade Unions. Unions may be asked for recommendations

largely as a matter of courtesy and an evidence of goodwill and cooperation.

Professional Societies:

They may provide leads and clues in providing promising candidates for

engineering, technical and management positions. Some of these maintain

mail order placement services.

43
 SELECTION

Selection is the process of carefully screening the candidates to choose the most

suitable person for the job vacancies to be filled. Under it qualifications,

training, experience, and background of applicant are evaluated in the light of

job requirement. It divides the candidates into two categories namely,

a) Those who are employed

b) Those who are to be rejected.

A formal definition of selection is as following:

It is the process of differentiating between applicants in order to identify (and

hire) those with a greater likelihood of success in a job.

Selection process assumes and rightly so, that there are more number of

candidate actually selected candidates are made available through recruitment

process.

44
 BARRIERS TO EFFECTIVE SELECTION

The main objectives of selection are to hire people having competence and

commitment. This objective is often defeated because of certain barriers. The

impediments, which check effectiveness of selection, are perception, fairness,

validity, reliability and pressure.

Fairness: Fairness is selection requires that no individual should be

discriminated against on the basis of religion, region, race or gender. But the

low numbers of women and other less-privileged sections of the society in

middle and senior management positions and open discrimination on the basis

of age in job advertisements and in the selection process would suggest that all

the efforts to minimize inequity have not been very effective.

Reliability: A reliable method is one that will produce consistent results when

repeated in similar situations. Like a validated test, a reliable test may fail to

predict job performance with precision.

Pressure: Pressure is brought on the selectors by politicians, bureaucrats,

relatives, friends and peers to select particular candidates. Candidates selected

because of compulsions are obviously not the rights ones. Appointments to

public sector undertakings generally take place under such pressures.

45
 SELECTION PROCEDEURE

The selection procedure is concerned with securing relevant information about

an applicant. This information is secured in a number of steps and stages. The

objective of selection process is to determine whether an applicant needs the

qualification for a specific job and to choose the applicant who is most likely to

perform in that job.

The hiring procedures not a single acts but it is essentially a series of methods

or steps or stages by which additional information is secured about the

applicant. At each stage, facts may come to light, which lead to the rejection of

the applicant. A procedure may be considered to a series of successive hurdles

or barriers, which an applicant must cross.

These are indented as screens and they are designed to eliminate an

unqualified applicant at any point in this process. That technique is known as

the successive hurdle technique. Not all selection process includes all these

hurdles. The complexity of process usually increases with the level and

responsibility of the position to be fulfilled.

A well-organized selection procedure should be designed to select

sustainable candidates for various jobs. Each step in the selection process

should help in getting more and more information about the candidate. There is

no idle selection procedure appropriate for all cases.

46
Steps in the selection process:

Preliminary Screening

Application Blank

Employment Tests

Selection Interview

Medical or Physical Examination

Checking Reference

Final Approval

Preliminary Screening:

This is essentially to check whether the candidate fulfills the minimum

qualification. The preliminary interview is generally quite brief. Its aim is to

eliminate the unsuitable candidate. The job seekers are received at the reception

counter of the company. The receptionists or other official interviews the

candidates to determine whether he is worthwhile or the candidate to fill up the

application blank. Candidates processing the minimum qualification and having

some chances of being selected are given the prescribed application form

known as application blank.

Application Blank:

The candidates are required to give full information about their age,

qualification, experience, family background, aptitude and interests act in the

47
application blank. The application blank provides a written record about the

candidate. The application form should be designed to obtain all relevant

information about the candidates. All applications received from the candidates

are carefully scrutinized. After the scrutiny more suitable candidates among the

applicants are short-listed for written tests and others are rejected.

Employment Tests:

Candidates are asked to appear for written or other tests. Tests have

become popular screening devices. These tests are based on the

assumption that human traits and work behaviors can be predicted by

sampling, however tests are not fully reliable and they also involve time

and money. Test is more useful in identifying and eliminating unsuitable

candidates therefore should be used only as supplements rather than an

independent technique of selection. The main types of tests are

Intelligence tests

Aptitude Test

Interest Test

Personality Test

Dexterity Test

48
Selection Interview:

It involves a face-to-face conversation between the employer and the candidate;

the selector asks a job related and general questions. The way in which a

candidate responds to the question is evaluated. The objectives of the interview

are as following:

To find out the candidates overall suitability for the job.

To cross-check the information obtained through application blank and

tests, and

To give an accurate picture of the job and the company.

Interview is the most widely used step in employee selection. However,

interview suffers from several drawbacks:

Firstly, it is a time consuming and expensive device. Secondly, it can test only

the personality of the candidate and not his skill for the job. Thirdly, the

interviewer may not be an expert and may fill to extract all relevant information

from the candidate. Fourthly, the personal judgment or bias of the interviewer

may make the result of the interviews inaccurate.

Interview should be properly conducted in a proper physical environment. The

interview room should be free from noise and interruptions. The environment
49
should be confident and quite. People generally talk freely and frankly when

there is privacy and comfort. Therefore, candidates should be put at ease. The

interviewer should pay full attention to what the candidates have to say.

50
Medical or Physical Examination:

Candidates who are found suitable after interview are called for physical

examination. A Panel of doctors to insure that they are healthy and physically fit

for the job does a medical check-up of such candidates. A proper medical

examination will also ensure that the candidates selected do not suffer from any

serious desirous which may create problems in future.

Checking Reference:

Generally, every candidate if required to state in the application form, the name

and address of at least two responsible persons who know him. The reference

may not give their Frank opinion unless promises made that in all information

will be kept strictly confidential. Moreover the information given by them may

be biased in the form of candidate.

Final Approval:

The candidates who are found suitable after the medical check-up and

background investigation are formally appointed by issuing appointment letter

to them. They are asked to join duty by the specified date. No selection

procedure is foolproof and the best way judge a person is by observing him

working on the job. Candidate who gives satisfactory during the probationary

period are made permanent.

51
SUCCESSIVE HURDLES IN THE SELECTION PROCESS

52
Suggested Selection Criteria for Students

53
It is imperative to not only recruit those students who do well academically but

also those who possess a winning attitude but may not have done as well

academically. The following selection criteria can be used as a guide:

a. Academics Focus on students who have consistently done exceptionally

well

b. Extra and Co curricular activities Focus on Leadership, Initiative

c. Personality and Attitude Focus on Communication, Presentation and

Teamwork

At the end of the selection process, the Campus Recruitment Team will compile

a list of selected candidates and handover the same to the Placement Officer. An

announcement can also be made to inform students at the same time.

Offer Letters:

Offer Letters will be sent to the selected candidates within 7 days of the

selection process at the Campus. Candidates have to indicate his/her acceptance

by signing and returning the copy of the letter to HR not more than15 days after

receipt of the letter. Where required blank offer letters will be carried to the

Campus and given at the time of placement itself.

54
A. Trainee Scheme (A)

Once selected, all trainees will be provided with an HR brochure that lists the

details of the trainee scheme as outlined below:

Travel: Management Trainees will be provided with AC class Train Fare from

home to the company. Conveyance expenses such as travel (taxi) from the

Railway station to the place of posting etc. will be provided.

Accommodation: Trainees will be provided with shared accommodation (for

bachelors/spinsters). Guest House (twin sharing) will be provided for one month

for outstation candidates. Any accommodation required after this period will be

deducted from the trainees stipend.

55
 TYPICAL REASONS FOR EMPLOYEE TRAINING AND

DEVELOPMENT

Training and development can be initiated for a variety of reasons for an

employee or group of employees, e.g.

1.) When a performance appraisal indicates performance improvement is

needed

2) To "benchmark" the status of improvement so far in a performance

improvement effort

3) As part of an overall professional development program

4) As part of succession planning to help an employee be eligible for a

planned change in role in the organization

5) To "pilot", or test, the operation of a new performance management system

6) To train about a specific topic (see below)

56
 TYPICAL TOPICS OF EMPLOYEE TRAINING

1. Communications: The increasing diversity of today's workforce brings a

wide variety of languages and customs.

2. Computer skills: Computer skills are becoming a necessity for conducting

administrative and office tasks.

3. Customer service: Increased competition in today's global marketplace

makes it critical that employees understand and meet the needs of customers.

4. Diversity: Diversity training usually includes explanation about how people

have different perspectives and views, and includes techniques to value

diversity.

5. Ethics: Today's society has increasing expectations about corporate social

responsibility.

Also, today's diverse workforce brings a wide variety of values and morals to

the workplace.

6. Human relations: The increased stresses of today's workplace can include

misunderstandings and conflict. Training can people to get along in the

workplace.

7. Quality initiatives: Initiatives such as Total Quality Management, Quality

Circles, benchmarking, etc., require basic training about quality concepts,

guidelines and standards for quality, etc.

8. Safety: Safety training is critical where working with heavy equipment ,

57
hazardous chemicals, repetitive activities, etc., but can also be useful with

practical advice for avoiding assaults, etc.

9. Sexual harassment: Sexual harassment training usually includes careful

description of the organization's policies about sexual harassment, especially

about what are inappropriate behaviors.

58
 GENERAL BENEFITS FROM EMPLOYEE TRAINING AND

DEVELPOMENT

There are numerous sources of on-line information about training and

development. Several of these sites (they're listed later on in this library)

suggest reasons for supervisors to conduct training among employees. These

reasons include:

1. Increased job satisfaction and morale among employees

2. Increased employee motivation

3. Increased efficiencies in processes, resulting in financial gain

4. Increased capacity to adopt new technologies and methods

5. Increased innovation in strategies and products

6. Reduced employee turnover

7. Enhanced company image, e.g., conducting ethics training (not a good reason

for ethics training!)

8. Risk management, e.g., training about sexual harassment, diversity training

Every time I see a recruitment ad or manual that makes a reference to "on the

job training," I cringe. Would this be one of those situations where there is

effectively "no training?" Designing a program for employee training and

59
development is not a trivial process that can be left to chance. It is not enough to

"hope" that employees will get trained "on the job."

But, before I make a case for effective employee training and development, let

us examine the reasons for developing employees.

You will be perceived as a premium employer as employees' skill sets

will be enhanced while they are with you.

Superior employee training and development will ensure that serious

succession related issues do not creep up.

The organization will be able to constantly adapt to changes in

technology, regulation, and the business environment in general.

The list can go on and on. But, since I have made an effective case for

organizations to take interest in employee training and development, let us look

at some of the don't dos:

Employee training and employee development are not goals in

themselves. There is the risk of the HR function developing a divergent

set of objectives from the objective set of the organization.

Budgeting for employee training and development is a very tricky

process. On the one hand, I have noticed enthusiastic organizations

which, in a fit, allocate as much as 40% of personnel budgets on training.

On the other, I have seen employee training and development budgets

60
 being the first victim of budget cuts. The ideal situation would be to

budget moderately, making sure that the development program can be

sustained.

Gee-whiz and buzz word training can be fun (especially for the trainer),

but does not result in employee development. Care must be taken to

ensure that the trainer and the training program designer are the best that

money / time / effort can buy.

Keeping some of these ideas in mind, the human resource manager can help

senior management chart out the organizational strategy for personnel planning.

Management training programs can be very beneficial for your business and

your employees. Ongoing education is a key ingredient to any firm's ability to

grow, both as a business and in terms of a competitive advantage.

If the employees are nurtured and provided with opportunities once on-board, it

will not only lead to a greater retention rate, but also growth potential in your

industry.

AREAS OF TRAINING

Areas of training can be classified into the following categories:

1. Training in company policies and procedures (induction training)

2. Training in particular skills

3. Training in human relations

61
4. Training in problem solving

5. Managerial and supervisory training

6. Apprentice training

62
 HYPOTHESIS

This survey is conducted under the presumption of the functioning of the

Recruitment and Selection Procedure in Amul.

In testing the above hypothesis the following aspects will be considered: -

Manpower Planning

Recruitment Policy

Sources of Recruitment

Latest Techniques of Recruitment

Recruitment of Summer/In-plant Trainees

Selection Policy

Feedback of Recruitment and Selection Procedure

63
 RESEARCH

METHODOLOGY

64
 RESEARCH METHODOLOGY

Marketing research plays an important role in the process of marketing.

Starting with market component of the total marketing talks. It helps the firm to

acquire a better understanding of the consumers, the competition and the marketing

environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketing

problem to facilitate decision making.

- Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the

marketing of goods and services.

- Phillip Kotler.

65
SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this project is two state sampling i.e.

cluster sampling and convenience sampling. The whole city was divided into

some geographical areas and I have chosen Memnagar, Ashram road,

Sattelite, Bopal, Bodekdev, Vastrapur, Navrangpura, Usmanpura,

Maninagar and Narayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite

number of consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and

according to convenience.I visited Garden, Parks, Temple, Superstores,

Theatres and Gymnasium.

66
SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is

that in which each element in the

population does not have an equal

chance of getting selected)

2. Sample Unit : People who buy Amul Milks available

in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age ranging

between 15 yrs to 65 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Ahmadabad District.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to

8.00 pm

67
 DATA ANALYSIS
AND
INTERPRETATION

68
1. do you consume Amul Milk?

Yes 40

No 10

69
70
2. are you satisfied with the milk you are consuming?

Yes 25

No 15

Neutral 10

71
3) Amul easily available ?

Yes 34

No 16

72
73
4) Do you like Amul Milk?

Yes 28

No 22

74
5) Do you get pouch at shop ?

Yes 35

No 15

Response

No ; 30%

Yes ; 70%

75
6) Taste of Amul milk?

Excellen
t 10

Good 24

Average 16

Bad 0

76
77
7) How would you rate Amul performance?

Excellen
t 4

Good 16

Average 24

Bad 6

78
79
8) Do you buy Amul Milk Which pack you purchase?

Tetra pack 15

Pouch 30

Tin pack 5

80
9) Over all how do you rate the product of amul on the basis of quality ?

Excellen
t 10

Good 24

Average 16

Bad 0

Response

25

20

Response
15

10

0
Excellent Good Average Bad

81
82
10) Your Monthly Expenditure in Amul milk?

83
11) Rate your satisfaction level towards packaging of amul milk?

Excellen
t 8

Good 30

Average 10

Bad 2

84
85
12 Rate your overall satisfaction towards Amul Milk ?

Excellen
t 4

Good 15

Average 25

Bad 6

86
CONCLUSION

87
 CONCLUSION

As we know that Amul is very big organization and market leader in

dairy products. It has maximum market share in Milk, Butter and Cheese, which

are its main/core products. As we know Amul is a co-operative organisaion but

Amul Milk industry is a profitable industry we cant ignore it. With the help of

research, company can find out its week points in Amul Milk product and can

increase its market share through rectify mistakes. People have believed in

Amuls product and they will accept its Amul Milks also if effective actions

were taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people

become aware about Amul Amul Milks like Chocozoo, Bindaaz, and

Fundoo.

Quality is the dominating aspect which influences consumer to purchase

Amul product, but prompt availability of other Amul Milk brands and

aggressive promotional activities by others influences the consumer

towards them and also leads to increase sales.

88
 In comparison to Amul Amul Milk, the other players such as Cadbury,
Nestle, and Perfetti provide a better availability and give competition to
the hilt.

People are mostly satisfied with the overall quality of Amul Amul Milk,
but for the existence in the local market Amul must use aggressive selling
techniques.

89
RECOMMENDATION

90
 RECOMMENDATION
In order to maintain and increase the sales in the city of Ahmedabad, the
following recommendations regarding Amul Amul Milks; particularly
regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:

First and foremost Amul should take proper action in order to improve
service, because although being on a top slot in Butter and milk supplies
it does not get the sales in Amul Milk, which it should get.

Company should use brand ambassador which attracts each age segment
i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish,
Jadoo etc.

Amul should give local advertisements apart from the advertisements

given at the national level. Local advertisement must mention the
exclusive Amul shops of the city.

Try and change the perception of the people through word of mouth
about Amul in advertisements, because they are the best source to reach
Children and families.

Though Amul Amul Milk advertisements are rarely shown on television

yet many people could recall it as per the data of research. It shows that
there is only need to give advertisement only to rememorize customers.
Because Amul is very strong brand name.

Company should launch Amul Milk in new attractive packing to change

image of Amul Amul Milk in consumers mind.

91
 Company should introduce sales promotion schemes like free weight,
pranky, tattoo, contest, free gifts etc.

Advertisement can be done with the help of animations that attracts

children and teenagers because Amul Milks are consumed largely in this
segment.

Company should launch Amul Milks in new flavors like

Mix Fruit
Pineapple
Elaichi
Coffee

Strawberry
Banana
Mango

92
93
LIMITATION

94
 LIMITATIONS

Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information about the respondents.

When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem for which I

have to make them understand.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.

95
QUESTIONNAIRE

96
 QUESTIONNAIRE

1. Do you consume Amul Milk?

Yes

No

2. Are you satisfied with the milk you are consuming?

Yes

No

Neutral

3) Amul easily available ?

Yes

No

4) Do you like Amul Milk?

Yes

No

97
5) Do you get pouch at shop ?

Yes

No

6) Taste of Amul milk?

Excellent
Good
Average
Bad
7) How would you rate Amul performance?

Excellent
Good
Average
Bad

98
8) Do you buy Amul Milk Which pack you purchase?

Tetra pack

Pouch

Tin pack

9) Over all how do you rate the product of amul on the basis of quality?

Excellent
Good
Average
Bad
10) Your Monthly Expenditure in Amul milk?

......................................................................................

11) Rate your satisfaction level towards packaging of amul milk?

Excellent
Good
Average
Bad
12 Rate your overall satisfaction towards Amul Milk ?

Excellent
Good
Average
Bad

99
100
BIBLIOGRAPHY

101
 BIBLIOGRAPHY

1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

102