A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS
AMUL DAIRY PRODUCTS
Submitted in partial fulfilment of the requirements for the award of
Bachelor of Business Administration
by
PAVITHRA.J
(39280079)
DEPARTMENT OF BUSINESS ADMINISTRATION
SCHOOL OF MANAGEMENT STUDIES
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI – 600 119
MAY 2022
2
3
DECLARATION
I PAVITHRA.J (39280079) hereby declare that the Project Report entitled “A STUDY ON
CONSUMER BUYING BEHAVIOUR TOWARDS AMUL DAIRY PRODUCTS” done by
me under the guidance of Mr. P Hameem Khan MBA MSCS (PhD)Assistant professor
of the department school of management studies, School of Business Administration
is submitted in partial fulfilment of the requirements for the award of BACHELOR OF
BUSINESS ADMINISTRATION degree.
DATE:22/04/2022 PAVITHRA.J
PLACE:CHENNAI SIGNATURE OF THE CANDIDATE
4
ACKNOWLEDGEMENT
I am pleased to acknowledge my sincere thanks to Board of Management of
SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.
I convey my sincere thanks to Dr. BHUVANESWARI ., Dean, School of Business
Administration and Dr. PALANI ., Head, School of Business Administration for providing
me necessary support and details at the right time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Project Guide Mr.P
Hameem Khan MBA MSCS (PhD) Assistant professor of the department school of
management studies, School of Management for his valuable guidance, suggestions
and constant encouragement paved way for the successful completion of my project
work.
I wish to express my thanks to all Teaching and Non-teaching staff members of the
School of Business Administration who were helpful in many ways for the completion
of the project.
5
TABLE OF CONTENTS
CHAPTER
NO:
TITLE
PAGE
NO:
CHAPTER-1
INTRODUCTION
10
1.1
CONSUMER BUYING BEHAVIOR CONCEPT
10
1.2
CONSUMER BEHAVIOR
10
1.3
MODELS OF BUYING BEHAVIOR
10
1.4
FACTORS INFLUNCING CONSUMER BEHAVIOR
11
1.5
CONSUMER BUYING PROCESS
14
1.6
INDUSTRIAL PROFILE
16
CHAPTER-2
REVIEW OF LITERATURE
17
CHAPTRER-3
RESEARCH METHODOLOGY
19
3.1
OBJECTIVES OF STUDY
19
3.2
SCOPE OF THE STUDY
19
3.3
SIGNIFICANCE OF THE STUDY
19
3.4
LIMITATION OF THE STUDY
20
3.5
RESEARCH DESIGN
20
3.6
METHOD OF DATA COLLECTION
20
3.7
SAMPLING PLAN
21
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
22
4.1
PERCENTAGE ANALYSIS
22-33
4.2
STATISTICAL ANALYSIS
33
4.3
CHI SQUARE TEST
34
6
4.4
NULL HYPOTHESIS
34
4.5
ALTERNATIVE HYPOTHESIS
35
4.6
HYPOTHESIS OF THE STUDY
35
4.7
HYPOTHESIS OUTPUT
35
4.8
HYPOTHESIS RESULT
37
CHAPTER-6
FINDINGS AND SUGGESTION
39
6.1
FINDINGS
39
6.2
SUGGESTION
40
CHAPTER-7
CONCLUSION
41
REFERENCE
41
BIBLIOGRAPHY
41
APPENDIX-1(Questionnaire)
42-44
7
ABSTRACT
This article examines the consumer buying behaviour towards Amul dairy
products. A convenient sampling technique tool was adopted for data
collection. Sample size taken in this is 90 customers. The data is collected
through questionnaire. The buying behaviour is positive which reveals
that the buying behaviour of the consumers is high. The promotional
strategies of the product can be improved to increase the sale of the
company as much. Thus the project concludes that the buying behaviour
of the consumers are positive.
8
LIST OF TABLES
TABLE
NO
TITLE
PAGE
NO
1
Are you aware about AMUL Company’s product?
22
2
Which type of product are you aware about?
23
3
From where you come to know about the AMUL products?
24
4
Do you prefer AMUL product?
25
5
From where you purchase AMUL product?
26
6
On which basis you are purchase AMUL products from
retail outlets?
27
7
On which basis you are purchase AMUL products from
Local Shop?
28
8
If no, than why you are not preferring AMUL products?
29
9
At the time of purchasing AMUL Product which features
are important for you?
30
10
Do you want any extra feature to be added in the AMUL
products?
31
11
Would you like to recommend others for purchasing AMUL
Company's Product?
32
9
LIST OF CHART
GRAPH
NO
TITLE
PAGE
NO
1
Are you aware about AMUL Company’s product?
22
2
Which type of product are you aware about?
23
3
From where you come to know about the AMUL products?
24
4
Do you prefer AMUL product?
25
5
From where you purchase AMUL product?
26
6
On which basis you are purchase AMUL products from
retail outlets?
27
7
On which basis you are purchase AMUL products from
Local Shop?
28
8
If no, than why you are not preferring AMUL products?
29
9
At the time of purchasing AMUL Product which features
are important for you?
30
10
Do you want any extra feature to be added in the AMUL
products?
32
11
Would you like to recommend others for purchasing AMUL
Company's Product?
33
10
CHAPTER-1
INTRODUCTION
1.1 Consumer Buying Behavior Concept:
The aim of the marketing is to meet and satisfy the target consumer's need & wants. The
field of the consumer behavior studies how individuals, groups and organization select
buy, use and dispose of the goods, services, ideas or experiences to satisfy their needs
and desires. Understanding consumer behavior and knowing customer is not simple
customer may say one thing and do another thing. They may not be in touch with their
deeper motivations. Consumer behavior is very complex and dynamic too constantly
changing and therefore managements need to adjust with the change otherwise market
may be lost.
1.2 Consumer Behavior:
Consumer behavior explain how the individuals consumer, groups of the consumer and
organization select, buy, use and dispose of goods, and services to satisfy their needs
and wants.
1.3 Models of the Buying Behavior:
Different models at buying behavior will help the organization to understand the buying
behavior of consumers. There are No. of items. But that basic aim behind those
consumption activities is to satisfy that needs & wants at the consumers. An
understanding of needs and processes that influence the consumer behavior. If such
need can help the marketer in his risk. There is No. of the different models for
understanding these. We will undertake these main four models.
11
Economical model:
Consumer have certain amount of purchasing power, and a sets of needs and taste, he
will allocate his expenditure over different products at given prices rationally so as to
maximize utility.
Learning model:
This model refers to the consumer's formation and satisfaction of needs and tastes. They
postulate that living organisms have both innate needed (primary drives like hunger,
thrust, and sex) and learned needs (like fear, guilt).
Psychoanalytical model:
According to psychologist the consumers who are concerned with personality, human
needs and motives aperates at conscious as well as sub-conscious level
Sociological model:
Humans learn their behavior from their culture, subculture, social class reference groups
& group leaders.
1.4 FACTORS INFLUENCING CONSUMER BEHAVIOR
Factor influencing the consumer behavior are internal needs, motives, perception and
attitude as well as external- family, social group, cultural, economic, business influences,
etc.
1.Economics Factors
An economics factor of buying behavior is undisplinary it assumes that Consumers are
economics. When are they following the principle of maximization of utility based on the
low of diminishing Managerial utility? As economic when, consumer evaluations rationally
the alternative in terms of cost and value received. They try to maximize their utility or
satisfactory while spending them scarce resources of time, energy and money.
12
2. Psychological Factors
Psychology has contributed much to the markets to understand the buyer's psychology
explains how consumers learn about a product and how they can recall from the memory.
The development of buying habits, this includes the following factors:
✓ Motive:
A buying motive is the reason why a person buys a particular product. It is the driving
force behind buying behavior and may be based on psychological or psychological want
marketers are in rested in patronage motives such as store loyalty and brand loyalty.
✓ Perception:
Perception causes the behavior in a certain way perception influences this behavior. It
gives direction to the taken by the behavior. It the meaning we have on the bases on our
past dependence.
✓ Learning:
Learning refers to changes in behavior brought about by practice or experience. Almost
every timing one does or timing is learned product features such as price quality services,
brand, packing, etc. Act as hints influencing consumer's response.
✓ Attitude:
Attitude is a state of mind of fillings it includes a per disposition to behave in source way.
Attitude core very important in explaining buyer's behavior. A change in attitude leads to
changes purchasing attitude and modify buyer behavior knowledge of consumer attitude
can product redesigning packages and developing and evaluating promotional programs.
13
✓ Personality:
In general perception attitude belief lead collectively to a consistent response by the
individual to his environment. This consistent pattern or behavior is termed as personality
its primary teachers are self-concept role and level of consciousness.
3. Social Factors
This includes the following factors:
✓ Family:
Most consumers belong to a family group. The family can exert considerable influence in
shaping the pattern of consumption and indicating the decision making role personal
value attitude and buying habits have been shaped by family influences.
✓ Reference Group:
The small group to which the buyer belongs influence buyer behavior. A human being is
considered as a social animal spending much of his or her life in group situation, group
norms direct attention of its member to a new style of a product.
✓Social Class:
As a predictor of consumption patterns marketing management is familiar with social
classes consumers, buying behavior is determined by the social class to which they
espiers rather than by their income belong. Proudly speaking we have distant social
classes' upper, middle and lower classes usually stress rationality, exhibit sense of choice
making whereas consumers of lower classes have essentially no rational purchases and
show limited sense of choice making. The three social classes will have differences in the
stress they patronize. The magazines they read and abutting and furniture they select
social class may act as one criterion for market segmentation.
14
4. Cultural factors:
Culture, subculture & social class are primary important in buying behavior.
✓ Culture: -
culture is the most fundamental determinant of a person's wants and behavior. The
growing child acquires a set of values, perceptions, preferences and behaviors through
his or her family and other key instructions.
✓ Sub-culture:-
Each subculture consists of smaller subculture that provides more specific identification
and socialization for their members. Subculture includes nationality, religion racing groups
and geographic regions.
1.5 CONSUMER BUYING PROCESS
Let's see the customer buying process by which it satisfies its need and wants. There are
no. of stages are involved into the customer buying process. The steps involved into the
customer buying process can be explained as below.
1. CONSUMER BUYING PROCESS
2. PROBLEM REORGANIZATION
3. INFORMATION SEARCH
4. EVALUATION OF ALTERNATIVE
5. PURCHASE DECISION
6. POST PURCHASE BEHAVIOR
15
(1)Problem Reorganization:
The buying process starts with that problem reorganization or need. The need can rise
by interval or external stimuli. The interval stimuli involve general need of the persons like
hunger; thrust etc. and the person will be motivated to satisfy that need. And the need
that will be aroused by external stimuli.
The marketer should try identifying the circumstances that raise the need of the customer.
The marketer should collect the information from the different sources and it can develop
marketing strategies that increase the customer interests.
(2) Information Search:
There is no. of sources for collecting information. Once the person will be are used. He
will try to collect more and more information different sources for collecting the information
are.
Personal source - (family, friends, neighbors)
Commercial source - (advertising, sales person, displays)
Public source- (mass media, consumer rating, organization)
Experimental source - (hoardings, examining using the product)
(3) Evaluation of Alternative:
At this stage the consumer will evaluate the different alternatives available to him. This is
very difficult stage in the buying process.
(4)Purchase Decision:
How the buyer will take decision weather he should buy the products and services or Not.
This is also important step of the buying process.
(5) Post Purchase Behavior:
After purchasing the goods or services the persons will experience some degree of
satisfaction. If the person will be satisfied then he will use the same product next time and
if. He will not satisfy then he will not go for the same.
17
CHAPTER-2
REVIEW OF LITERATURE
Dr. S.P. Savitha [2017], “A study on consumer preference towards ‘AMUL PRODUCT’
in Madurai city”. International Journal of Current Research and Modern Education,
Volume 2, Issue 1, pp. 41-46.
Mohit Jamwal, Dr. Akhilesh Chandra Pandey (2014), “Consumer behaviour towards
cooperative milk societies: A study on measuring customer satisfaction of ‘Aanchal’
milk (A member milk union of UCDF ltd.)”, IBWL 2020: Needs & Strategies-A
Management perspective.
Akhila D and Dr. C. Boopathi ,”Consumer behaviour on Aavin milk and dairy products
in Pollachi of Tamil Nadu”.Tamilnadu state is one of the ten largest milk producing
states in India. The aim of the study is reveal consumer perception over Aavin milk
products based on their age,education, qualification and monthly income of the
consumer’s family. Many people buy Aavinmilk for its quality than the price. If the
Aavin product is too high than other brands. The aavin take necessary steps to satisfy
their consumers.
Dr. P. Rengarajan, R. Sathya and R. Gothami ,”Buying behaviour of selected branded
milk products”. Dairy products is one of the important thing used nowadays in urban
and rural areas. Although the country has emerged as the largest producer of milk in
90’s. Market size is increasing day by day and the demand for that product is araising.
So, the companies need a proper distribution network for avaidability of product at
demand.
Mrs. Sonali Dhawan ,”A study on consumer behaviour towards various branded and
non-branded milk with special reference to Jabalpur district in Madhya
Pradesh”.Consumer behaviour can be defined as the behaviour that consumer display
in searching for purchasing, using, evaluating and disposing of products and services
18
that they expect will satisfy needs and wants. But there is a lack of awareness among
the consumer about milk they are consuming. The campaign has to be run by the
companies how they pasteurized the milk and how hygienic it is to use branded milk.
19
CHAPTER-3
RESEARCH METHODOLOGY
WHAT IS MARKETING RESEARCH
The word "Research" is derived from the French word "Researcher" meaning to search
back..
According to Fred Kiplinger- "Research is an organized enquiry designed and carried out
to provide information for solving a problem"
According to Francis Rummel- "Research is a careful inquiry or an examination to
discover new information or relationship and to expand and to verify existing knowledge.
3.1 Objectives of the Study:
To know the consumers attribute towards the Amul company's products in Surat city.
To know consumer are attracted to the Amul company's retailer outlet or not.
To know which kind of extra facility demanded by consumers towards Amul
company's product.
To find out the potential customer for AMUL Company's product.
3.2 Scope of the Study:
Scope of the study is to know the consumer buying behavior about AMUL Company's
Product through of different areas. i.e. Ghod dhod road, Athwaline, Minibazzar, Amroli,
Bombay market, Nanpura etc. in Surat city.
3.3 Significance of the Study:
Study will help to show the Consumer buying behavior of Amul company's products
in Surat.
20
It also helps to know problem faced by consumers.
It will help to know which types of products are demanded by consumers.
3.4 Limitations of the Study:
Data provided by respondents may be wrong.
Survey area is large and time duration for research is short.
]Sometimes consumer gives unsatisfied answers. As a student if we see financial
side may be costlier for us.
3.5 RESEARCH DESIGN:
"A research design in the specification of methods and procedures for acquiring the
needed information it is the over all operational pattern of frame work of the project that
stipulates what information is to be collected from which sources by what procedures"
To achieve objectives of my project study I have selected the exploratory research & also
the causal research.
3.6 METHOD OF DATA COLLECTION:
There are two types of data
Primary data: -
"Primary data is the data which is collected by the research at first hand." Here in this
report I have collected primary data with the help of the questionnaire to get the necessary
information.
Secondary data
"Secondary data whether internal or external is the data already collected by others for
propose other then solution of the problem at hand". Secondary data is gathered with the
help of websites.
21
PRE-TESTING
A pre-testing is small-scale replica of the main study. It dresses a rehearsal and provides
guidance on the following matter.
1. The adequacy of the sampling frame to be followed for the survey.
2.It helps the researcher in selecting the data collection method.
3. It gives prior knowledge about the population to be sampled.
4. The pretesting helps the researcher in checking the validity of the questionnaire and in
redesigning of the same.
5.It also provides training to the researcher for interviewing
3.7 SAMPLING PLAN:
Sampling plan includes.
(A) Sample size
(B) Sampling method.
(A) Sample Size:
The sample size of this study is of 90 respondent.
(B) Sampling Method:
Sampling methods are also one of the important parts of the research for my topic i.e the
consumer buying behavior towards AMUL Company's Product. I have used simple
random sampling.
22
CHAPTER-4
DATA ANALYSIS INTERPRETATION
4.1 Percentage analysis:
Q-1. Are you aware about AMUL Company's product?
Table; 1
RESPONDENT
PERCENTAGE
YES
250
100.00
NO
0
0.00
TOTAL
250
100.00
Gragh; 1
Comment:
About 100% of respondent are aware about AMUL. Company's Product. It means
in Surat city every respondent is aware about AMUL Company's Product.
23
Q-2. Which type of product are you aware about?
Table;2
ITEMS
RESPONDENT
PERCENTAGE
Ghee
175
27.77
AMUL milk
180
28.57
AMUL pizza
65
10.31
AMUL Ice cream
190
30.16
Others
20
3.17
Total
630
100.00
Gragh:2
Comments: -
As above chart showed that most of the respondents are aware about AMUL Ice-cream
and AMUL milk & Ghee.
24
Q-3. From where you come to know about the AMUL's products?
Table: 3
MEDIA
RESPONDENT
PERCENTAGE
NEWSPAPER
160
43.84
T.V. ADVERTISEMENT
135
36.98
RADIO
15
4.11
OTHERS
55
15.07
TOTAL
365
100.00
Graph:3
Comments: -
As above chart, it is clear that more respondents come to know about AMUL product
through Newspaper & T.V Advertise.
25
Q-4. Do you prefer AMUL product?
Table: 4
RESPONDENT
PERCENTAGE
Yes
230
92.00
No
20
8.00
Total
250
100.00
Graph:4
Comments: -
As above chart say that in Surat city around 92% respondent buy AMUL. Product and 8%
respondent are not buying AMUL Product.
26
Q-5. From where you purchase AMUL product?
Table; 5
ANSWER
RESPONDENT
PERCENTAGE
Local shop
133
51.35
AMUL Retailers
124
47.88
Others
2
0.77
Total
259
100.00
Graph:5
Comments: -
From above chart it is clear that most of the customer are purchase an AMUL product
through LOCAL Shop and then AMUL Retailer outlets.
27
Q-6. (If Retail outlets) On which basis you are purchase AMUL products from
Retail Outlets?
Table: 6
ANSWER
RESPONDENT
PERCENTAGE
Cleanness
85
20.98
Proper Information
60
14.81
Proper Support
40
9.88
Sold Fresh Product
110
27.16
Availability
110
27.16
Total
405
100.00
Graph:6
Comments:
As above chart showed that each feature of AMUL contain more than 50% significance
So it becomes necessary to consider each feature thorouly at the time of production.
28
Q-7. (If Local Shop) On which basis you are purchase AMUL products from Local
Shop?
Table: 7
ANSWER
RESPONDENT
PERCENTAGE
Cleanness
30
11.11
Proper Information
25
9.26
Proper Support
30
11.11
Sold Fresh Product
80
29.63
Availability
105
38.89
Total
270
100.00
Graph:7
Comments: -
From the analysis of the above chart it is clear that therespondents purchasing from the
local shop are considering the features of fresh products and availability more than
cleanness, proper information & proper support.
29
Q-8. If no, than why you are not preferring AMUL products?
Table; 8
ANSWER
RESPONDENT
PERCENTAGE
Price
15
75
Quality
5
25
Taste
0
0
Availability
0
0
Total
20
100.00
Graph:8
Comments:
As it is suggested by the above chart that in the area of taste & availability AMUL is the
best. But in the area of Price & Quality still some improvementsare needed.
30
Q-9. At the time of purchasing AMUL Product which features are important for
you?
Table:9
ANSWER
QUALITY
PRICE
SCHEME
VARITY
TASTE
AVAILABILITY
High
Important
207
69
41
97
198
166
Medium
Important
14
120
111
78
20
36
Low
Important
9
41
78
18
12
28
Total
230
230
230
230
230
230
Graph:9
Comments: -
From the above chart it is clear that the respondents of AMUL are Quality conscious and
by evaluating the views of AMUL respondents it comes to know that AMUL costumers
are not that much interested in schemes provided by AMUL. It is clear that more than
50% of the respondents are interested in various varieties provided by the AMUL products
and the respondents are mostly interested in the taste provided by AMUL products and
the AMUL respondents are giving priority to the availability of AMUL products by more
31
than 2/3 part. So it becomes necessary for AMUL to supply the AMUL products in all its
target market.
Q-10. Do you want any extra feature to be added in the AMUL products?
Table; 10
RESPONDENT
PERCENTAGE
Yes
70
30.43
No
160
69.57
230
100.00
Graph:10
Comments: -
From the above chart 30% respondent say to add feature in AMUL Product and other
70% respondent say that not to add any feature in AMUL Product.
32
Q-11. Would you like to recommend others for purchasing AMUL Company's
Product?
Table; 11
RESPONDENT
PERCENTAGE
Yes
220
95.65
No
10
4.35
230
100.00
Graph:11
Comments: -
As above chart it is clear that most of the respondent recommend others for purchasing
AMUL Company's product.
33
4.2 Statistical analysis:
Hypothesis:
A hypothesis is an assumption, an idea that is proposed for the sake of argument so that
it can be tested to see if it might be true. In the scientific method, the hypothesis is
constructed before any applicable research has been done, apart from a basic
background review. In statistical hypothesis testing, two hypotheses are compared.
These are called the null hypothesis and the alternative hypothesis. The null hypothesis
is the hypothesis that states that there is no relation between the phenomena whose
relation is under investigation, or at least not of the form given by the alternative
hypothesis. The alternative hypothesis, as the name suggests, is the alternative to the
null hypothesis: it states that there is some kind of relation. The alternative hypothesis
may take several forms, depending on the nature of the hypothesized relation; in
particular, it can be two-sided.
The hypothesis framed for the project on “ a study of consumer buying behavior
towards amul dairy products.
4.3 Chi square test:
A chi-squared test (also chi-square or χ2 test) is a statistical hypothesis test that is valid
to perform when the test statistic is chi-squared distributed under the null hypothesis,
specifically Pearson's chi-squared test and variants thereof. Pearson's chi-squared test
is used to determine whether there is a statistically significant difference between the
expected frequencies and the observed frequencies in one or more categories of a
contingency table.
34
4.4 Null hypothesis:
In inferential statistics, the null hypothesis (often denoted H0)[1] is that two possibilities
are the same. The null hypothesis is that the observed difference is due to chance alone.
Using statistical tests, it is possible to calculate the likelihood that the null hypothesis is
true.
When to reject null hypothesis?
If there is less than a 5% chance of a result as extreme as the sample result if the null
hypothesis were true, then the null hypothesis is rejected. When this happens, the result
is said to be statistically significant .
Importance:
The null hypothesis allows the acceptance of correct existing theories and the consistency
of multiple experiments.
4.5 Alterenative hypothesis:
In statistical hypothesis testing, alternative hypothesis is one of the proposed proposition
in the hypothesis test. In general the goal of hypothesis test is to demonstrate that in the
given condition, there is sufficient evidence supporting the credibility of alternative
hypothesis instead of the exclusive proposition in the test (null hypothesis).[1] It is usually
consistent with the research hypothesis because it is constructed from literature review,
previous studies, etc. However, the research hypothesis is sometimes consistent with the
null hypothesis.
In statistics, alternative hypothesis is often denoted as Ha or H1. Hypotheses are
formulated to compare in a statistical hypothesis test.
In the domain of inferential statistics two rival hypotheses can be compared by
explanatory power and predictive power.
Importance:
Alternative hypothesis is important as it establishes a relationship between two variables,
resulting in new improved theories.
35
4.6Hypothesis of the study:
H1: There is a significant relationship between how customers consume the product and
which product often they are using .
4.7 Hypothesis output
Q1: Which of the Amul products do you consume?
Q2: What is the off take of the product you use?
36
37
4.8 Hypothesis Result:
The hypothesis is framed for customer satisfaction.
The value I’ve got in the chi square test is 0.449 which means it’s an alternative
hypothesis.
As per the value we have got in chi square test there is a significant relationship
between the quality of the video and the price of the product. The people are
considering both the price as well as quality before they choose this company’s
videos.
38
CHAPTER-5
FINDINGS AND SUGGESTIONS
6.1 FINDINGS
1. Out of total respondent, 100% of respondent are aware AMUL Company's Product.
2. Out of total respondents, about (30.16%) respondent is aware about AMUL Ice cream
and (10.31%) AMUL Pizza & (28.57%) AMUL milk & (27.77%) Ghee and (3-17%) are
others.
3. Out of total respondents, no. of respondent are come to know about AMUL product
that is 43.84% respondent by Newspaper, 36.98% respondent by T.V. Advertise 4.11%
respondent by Radio and 15.07% respondent by others way to know about AMUL
Product.
4. Out of total respondents, around 92% respondent buy AMUL Product and 8%
respondent are not buying AMUL Product.
5. Out of total respondents, that 51.35% respondents buy AMUL product through
Local shop and 47.88% respondents buy AMUL Product through AMUL Retailer
outlets and 0.77% respondents buy AMUL Product through others.
6. As above chart showed that each feature of AMUL contain more than 50% significance
so it becomes necessary to consider each feature thorouly at the time of production.
7. From the analysis it is clear that the respondents purchasing from the local shop are
considering the features of fresh products and availability more than cleanness, proper
information & proper support.
8. As it is suggested by that at the side of taste & availability AMUL is the best. But in the
area of Price & Quality still some improvements are needed.
39
6.2 SUGGESTION
1. It is clear that the respondents of AMUL are Quality conscious. So if it is possible AMUL
should concentrate on quality of its production.
2. By evaluating the survey it is clear that the respondents are mostly interested in the
taste provided by AMUL products. AMUL should concentrate on its product's taste more
than any other features.
3. It is specifies that the AMUL respondents are giving priority to the availability of AMUL
products by more than 2/3 part. So it becomes necessary for AMUL to supply the AMUL
products in all its target market.
4. According to my Study, Quality product should be produced and now a day's price is
an important factor for common man. So company should concentrate in these both
mentioned factors.
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CHAPTER-6
CONCLUSTION
Consumers were interested for quality or customer oriented product rather than having
the brand image. Ice-cream, shrikhand, milk, Kool, lassi etc. Are consumed mostly
because its quality good and dairy product. Amul was the market leader and local ice-
cream vendors acquire the second position in terms market share. So try to increase the
advertisement and lack of availibity in the rural area is the main weakness for the
company. • The brand awareness for Amul new products were very less in Khedbrahma
compared to Himmatnagar taluka. It is weakness for the company. In today time quality,
price, availability is the major factors considered for the customer while buying a particular
brand.
REFERENCE
Naveen Venkata Prasanna (2003) carried out a study on customer satisfaction
rate towards amul milk in Coimbatore.
John McKean (2001) in an excellent book, customers are people
Boopathi. C (2002) the project entitled “An Overview of consumer behavior of Amul
milk with reference to Erode District” is carried out with an objective to determine
the customer behavior towards Amul milk product.
BIBLIOGRAPHY
Websites:
www.google.com
www.amul.com
www.wikipedia.com
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QUESTIONNARIES
1.NAME OF THE RESPONDENT:__________
2.AGE OF THE RESPONDENT
a) below 25
b) 25yr -35 yr
c) 36yr-45yr
d) above 46
3.GENDER OF THE RESPONDENT
a) Male
b) Female
c) Other
4.EMAIL.ID OF THE RESPONDENT__________
5.EDUCATION QUALIFICATION OF THE RESPONDENTS
a)10
th
b)12
th
c)degree
d)diploma
6. BUYING EXPERIENCE OF THE CUSTOMER
a)1yr
b)1-5yr
c)5-10yr
8.WHAT DO YOU PREFER
a)milk
b)butter
c)curd
d)other
9.ARE YOU AWARE OF BRAND MILK PRODUCT
a)yes
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b)No
10.HOW YOU KNOW THIS PRODUCT
a)Advertisement
b)Own experience
c)Reference
d)Newspaper
11.WHAT DO YOU MOST LIKE IN AMUL PRODUCT
a)taste
b)quantity
c)price
12. HOW AVAILABLE OF AMUL PRODUCT
a)Easily available
b)Occasionally
c)Not easily available
13.IN AMUL PRODUCT WHAT DO YOU LIKE MORE
a)Ice cream
b)Milkshake
c)chocolate
14.WHICH AMUL PRODUCT DO YOU CONSUME?
Flavored Milk
Sweet Curd
Mattha
Milk Cake
Ice Cream
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Paneer
.15.WHAT IS THE OFFTEN TAKE OF THE PRODUCT YOU CONSUME?
Daily
Weekly
Monthly
