BRAND PREFERENCE: AMUL AS A CASE STUDY

ABSTRACT:

Amul (Anand Milk Union Limited) formed in 1946, is a dairy Cooperative movement in India. It as a strong
network of producers and enjoys a good reputation among its consumers all over India. The present research
project is aimed at analyzing the consumer satisfaction towards Amul products and to gauge the influence of
media on the brand preference.

The paper is based on an empirical pilot study conducted by following descriptive research design with a
modest sample size using random sampling in a suitable geographical location. A pre-structured questionnaire
centered on the, was administered as research tool for the survey to record feedback from respondents. The data
collected was analyzed and is presented herewith.

INTRODUCTION:

Amul spurred India’s White revolution making our country, the world’s largest producer of milk and milk
products. The present research project is aimed at analyzing te consumer satisfaction towards Amul products
and to gauge the influence of media on the brand preference.

OBJECTIVES:

 To seek the general perception of consumer towards Amul products.

 To know the consumer psyche and their behavior towards Amul products.

 To know the relationship of sales with advertisement and the influence of media on brand preference.

 To perform the statistical analysis of the collected data from the survey.

 To perform SWOC analysis of Amul Brand.

RESEARCH METHODOLOGY:

 Operational Technique of Primary & Secondary Data Collection – Rationalistic & Designed in 3 stages.

 Pre-Field Method: Includes collection of secondary data from various Books, Periodicals, reputed
Journals, Internet Websites, Related articles.

 Field Method: A Prestructured and validated Questionnaire framed & administered to the respondents.

 Post-Field Method:

 Desk Research
  Scanning & Reviewing the Literature on the subject
 Tabulation and Analysis of the data collected from various sources, collated and presented
herewith.

 Criteria developed for Investigation:

 Research Design: Descriptive (Quality of responses considered)

 Sample Size: 100 Respondents
 Universe/ Geographical area of study: Ulhasnagar
 Nature of Sampling: Non Probability Sampling (Each element in the population doesn’t have an
equal chance of getting selected)
 Sampling Design: Convenience Sampling
 Convenience Factors: Availability and Approachability of the Respondents
 Research Tool/ Data Collection Instrument: Prestructured and validated questionnaire with
closed ended questions.
 Contributories/ Personnel chosen/ Sample Unit: People who buy milk available in retail outlets,
superstores etc.
 Population: All types of outlets that stock and sell Amul products in the market.
 Outlets classified as: Convenience Stores (including all types of shops and bakeries) and Eateries
(all kinds of Eating joints, Restaurants, Café etc.)
 Nature of Population: Heterogeneous
 Data Analysis Method: Quantitative

Gender plays vital role in purchase decision and different gender exhibits different perception towards products.
Occupation influences buyer’s consumption pattern.
Quality, price and availability factors influence consumer behavior positively.
Consumption quantity

Purchase duration: Repeat purchase helps to know customer’s loyalty.

Customer satisfaction is reflected in the Rating scale.
Value for money:

Feedback of experience and benefits w.r.t the user influences others to buy the product.
Media plays a vital role in brand image of a product.
 GENDER

22
78 MALE
FEMALE

OCCUPATION OF RESPONDENTS

5
20

BUSINESS
EMPLOYEES
10 HOUSEWIVES
65 OTHERS
 1 LITRE
CONSUMPTION QUANTITY

21 2
29 1-2 LITRE
48

2-4 LITRE

BRAND TRUST
10
AMUL
90
MOTHER
DAIRY

TYPES OF AMUL MILK CONSUMED BY TE PEOPLE

 TYPES OF MILK CONSUMED
80
60
40
20
0
AMUL GOLD AMUL AMUL SLIM
TAAZA & TRIM

PREFERENCE TO BUY AMUL MILK

PURCHASE PARAMETERS

80
60
40
20
0
QUALITY PRICE TASTE AVAILABILITY

PURPOSE OF BUYIN AMUL MILK

50
40
30
20
10
0
SWEETS BEVERAGES MEDICINAL OTHERS
PURPOSE

RATING ANALYSIS

PERCENTAE

EXCELLENT OOD AVERAE POOR

 100%
90%
80%
70%
POOR
60%
AVERAGE
50%
GOOD
40% EXCELLENT
30%
20%
10%
0%
EXCELLENT AVERAGE POOR

VALUE FOR MONEY

YES
NO

93

References:

Dr. Ruchira Prasad and Dr. Rupali Satsangi (2013), A Case Study of Amul Co-operative in India in relation to
organizational Design and operational efficiency International Journal of Scientific and Engineering Research,
4(1), 01 – 09.

Dr. S.P. Savitha (2017), A Study of Consumer Preference towards Amul Products in Madurai city, International
Journal of Current Research and Modern Education, 2 (1), 41 – 46.
Sarika Chhabria Talreja (2017), An Analytical Study of Aromatherapy as Oriental Medicine, Paripex Indian
Journal of Research, 6 (6), 547 – 549.

PURCHASE DURATION

6 months
9
37 1 - 2 years
22
3 - 4 years

32 More than 5
years

MEDIA INFLUENCE

29 CANT SAY
NO
YES

63
 LIKEABILITY OF AMUL ADVERTIEMENTS
IN ELECTRONIC AND PRINT MEDIA

YES
NO
92

 Gender: It plays vital role in purchase decision and different gender exhibits different perception
towards products.
 Occupation: It influences buyer’s consumption pattern.
 Quality, price and availability factors: They influence consumer behavior positively.
 Purchase duration: Repeat purchase helps to know customer’s loyalty.
 Customer satisfaction: It is reflected in the Rating scale.
 Value for money: Whether the product is worth buying.
 Media influence: plays a vital role in brand image of a product.

References:
An Analytical Study of Aromatherapy as Oriental Medicine Paripex Indian Journal of Research Issue Volume
6 Issue 6 June 2017 547 - 549 Sarika Chhabria Talreja

A Case Study of Amul Co-operative in India in relation to organisational Design and operational efficiency Dr.
Ruchira Prasad and Dr. Rupali Satsangi International Journal of Scientific and Engineering Research Volume 4,
Issue 1, January 2013

A Study of Consumer Preference towards Amul Products in Madurai city Dr. S.P. Savitha
International Journal of Current Research and Modern Education Volume 2, Issue 1, 2017, 41 - 46

Strengths Weaknesses Opportunities Challenges

From established National and
Efficient distribution channel
Capturing larger market International players as well
Trust of the end users Less engagement with media
share as from upcoming Local
Brand name
Players
 CONCLUSION:
Majority of the customers are satisfied with
Amul milk because of its quality, reputation, easy
availability, and value for money. Since media as a
strong influence on the purchase decision, a slight
modification in marketing programmes and
promotion strategies can definitely make Amul
strongest market leader in dairy industry.

RATING ANALYSIS

60

50

40

30
PERCENTAGE
20

10

0
EXCELLENT GOOD AVERAGE POOR