G.S College of Commerce and Economics , Nagpur.

A
PROJECT
On

“A STUDY ON CONSUMER PERCEPTION TOWARDS AMUL

PRODUCTS WITH SPECIFIC REFERENCE TO NAGPUR CITY’’

Submitted to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

For The Award Of The Degree Of

Bachelor of Business Administration

Submitted by

— Sagar Yadav —

Under The Guidance Of

— Dr. Nikhil Polke —

G.S. College Of Commerce & Economics , Nagpur

Academic Year 2018–19

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G.S. College Of Commerce & Economics, Nagpur.

Academic Year 2017-18

CERTIFICATE

This is certify that “Sagar Yadav” has submitted the project report titled “A STUDY ON CONSUMER
PERCEPTION TOWARDS AMUL PRODUCTS WITH SPECIFIC REFERENCE TO NAGPUR CITY”
towards partial fulfilment of BACHELOR OF BUSINESS ADMINISTRATION degree examination. This has not
been submitted for any other examination examination and does not form part of any other course undergone by the
candidate.
It is further certified that he has ingeniously complete his project as prescribe by Rashtrasant Tukadoji Maharaj
Nagpur University, Nagpur.

Name Of The Project Guide Dr. Ashwini Purohit

Dr. Nikhil Polke (Co-ordinator)

Place : Nagpur
Date :

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G.S. College Of Commerce & Economics, Nagpur.

Academic Year 2017-18

DECLARATION

I here-by declare that the project with title “A STUDY ON CONSUMER PERCEPTION TOWARDS AMUL
PRODUCT WITH SPECIFIC REFERENCE TO NAGPUR CITY”, has been completed by me in partial
fulfilment BACHELOR OF BUSINESS ADMINISTRATION degree examination as prescribe by
RASHTRASANT TUKADOJI MAHARAJ NAGPUR UNIVERSITY, NAGPUR and this has not been
submitted for any other examination and does not form the part pf any other courses under taken by me.

Place : Nagpur Student Name & Signature

Date : (Sagar Yadav)

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G.S. College Of Commerce & Economics, Nagpur.

Academic Year 2017-18

ACKNOWEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to express my sincere regards to
Dr. N.Y. Khandait, principle of, G.S. College of Commerce and Economics, Nagpur.

I am extremely thankful to my project guide Dr. Nikhil Polke for his guideline throughout the project. I
tender my sincere regards to Co-ordinator, Dr. Ashwini Purohit for giving me outstanding guidance,
enthusiastic suggestion and invaluable encouragement which helped me in the completion of the project.

I will fail in my duty if I do not thank the non teaching staff of the college for their co-operation.

I would like to thank all those who helped me in making this project complete and successful.

Place : Nagpur Student Name & Signature

Date : (Sagar yadav)

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INDEX

Sr. Particular Page

No. No.

1. Introduction 01

2. Company Profile 03

3. Research Methodology 13
 MEANING
 TYPE OF RESEARCH
 PROBLEM DEFINATION
 SCOPE OF STUDY
 OBJECTIVES
 HYPOTHESIS
 DATA COLLECTION
 LIMITATION

4. Data Analysis & Interpretation 18

5. Recommendation & Suggestions 31

6. Limitation 32

7. Conclusion 33

8. Bibliography 34

9 Annexure 35

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INTRODUCTION

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INTRODUCTION :

Perception is the organization, identification, and interpretation of sensory information in order

represent and understand the presented information, or the environment. Perception is not only the passive
receipt of these signals, but it’s also shaped by the recipient’s learning, memory, expectation, and attention.

Perception can be split into two processes :

1) processing the sensory input, which transforms these low-level information to higher-level information
(e.g., extracts shapes for object recognition)

2) processing which is connected with a persons concepts and expectations(or knowledge), restorative and
selective mechanisms (such as attention) that influence perception.

Perception depends on complex functions of the nervous system, but subjectively seems mostly effortless
because this processing happens outside conscious awareness.

Since the rise of experimental psychology in the 19th century, psychologies understanding of perception has
progressed by combining a variety of techniques. Psychophysics quantitatively describes the relationship
between the physical qualities of the sensory input and perception. Sensory neuroscience studies the neural
mechanisms underlying perception. Perceptual systems can also be studied computationally, in terms of the
information they process. Perceptual issues in philosophy include the extent to which sensory qualities
such as sound, smell or color exist in objective reality rather than in the mind of the perceiver.

Although the senses were traditionally viewed as passive receptors, the study of illusions and ambiguous
images has demonstrated that the brains perceptual system actively and pre-consciously attempts to make
sense of their input. There is still active debate about the extent to which perception is an active process of
hypothesis testing, analogous to science, or whether realistic sensory information is rich enough to make
this process unnecessary.

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COMPANY PROFILE

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COMPANY PROFILE :

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 KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name
AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived from 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 home since 1946. Amul Butter, Amul Milk
Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, 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 farmers organization. And have a proven model for dairy development (Generally
known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of kaira district were farming and
selling of mix. 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 kaira 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.

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 Kaira 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

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Bombay milk scheme was severely affected. The milk 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 Kaira 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.

At the initial stage only 250 litres 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 litres of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk
for 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 centres 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 India Declared it open at Amul dairy on November 20, 1955.

ACHIEVEMENTS :

Amul : Asias largest dairy co-operative was created way back in 1946 to make the milk
producer self-reliant and conduct milk-business with pride. Amul has always been the trend setter in
bringing and adapting the most modern technology to door steps to rural farmers.

Amul created history in following areas :

a) First self motivated and autonomous farmers organization comprising of more than 50,00,000
marginal milk producers of kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection centres owned by
them.
c) Computerized milk collection system with electronic scale and computerized accounting system.
d) The first and only organization in world to get ISO 9000 standard for its farmers co-operatives.
e) First to produce milk from powder from surplus milk.
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Amul is the live example of how co-operative amongst the poor marginal farmers can provide
means for the socio-economic development of the under privileged marginal farmers.

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

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.

AMUL IN ABROAD :

Amul is going places. Literally After having established its presence in china, Mauritius and Hong
Kong. Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias Largest Milk Cooperative is
waiting to flood the Japanese market. Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul Products are already available on shelves across several countries. Including the US,
China, Australia, West Asian Countries and Africa.

GCMMF recorded a turnover of Rs. 2,922 crore last fiscal. Its products include pouch milk, ultra
heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER : AMUL’S SECRET OF SUCCESS :

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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. Whats 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 :

 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 profit, 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 formation, 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.

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PLANTS OF AMUL :

1) Anand Plant : The products are Milk, Buttermilk, Milk Powder, Butter, Ghee,
Cheese, and Flavored Milk etc. It is establish in 1973.

2) Mogar Plant : It is situated on Anand Vadodara Highway No.8. Its Production is

Chocolates, Nutramul, Amul Lite and Amul Ganthia. This Plant establish in 1998.

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3) Kanjari Plant : The product is a cattle feed. Old plant establish in 1964 and new
plant in 1980.

4) Khatraj Plant : It is situated between Nadiad Mahemdabad. The product is cheese.

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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.

PRODUCT PROFILE :

Amul Milk :

1. Amul Deshi A2 Cow Milk 5. Amul Slim Trim Milk

2. Amul Cow Milk 6. Amul Chai Maza
3. Amul Gold 7. Amul Shakti
4. Amul Taaza 8. Amul Diamond

Amul Camel Milk :

1. Camel Milk

Amul Spreads :

1. Amul Choco Buttery Spread 4. Delicious Table Margarine

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2. Amul Butter 5. Amul Unsalted Butter

3. Amul Lite 6. Amul Garlic Butter

Cheese :

1. Amul Processed cheese 4. Amul Cheese Spread

2. Amul Emmental Cheese 5. Pizza Mozzarella Cheese
3. Amul Gouda Cheese

UHT(Ultra-high temperature) Milk :

1. Amul Gold Milk 4 . Amul Slim ‘n’ Trim

2. Amul Taaza 5. Amul Moti Milk
3. Amul Calci

Beverage Range :

1. Amul Memory Milk 7. Amul Masti Butter Milk

2. Amul Kool Flavoured Milk 8. Amul Lassi
3. Amul Kool Café 9. Amul Profile Butter Milk
4. Amul Kool Koko 10. Amul Kool Shakers
5. Amul Stamina 11. Amul Smoothies
6. Amul Pro Drink 12. Amul Profile Lassee

Amul Pro :

1. Amul Pro

Ice Cream :

1. Amul Epic 3. Amul Flaavyo Frozen Yoghurt

2. Amul Ice Creams 4. Amul Creame Rich

Paneer :

1. Amul Malai Paneer

2. Amul Freash Paneer
3. Amul Tin Paneer

Dahi :

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1. Amul Masti Dahi

2. Amul Probiotic Dahi
3. Amul Flaavyo

Ghee :

1. Amul Ghee 3. Amul Yellow (cow) Ghee

2. Sagar Ghee 4. Amul Brown

Milk Powder :

1. Amul T-Special 4. Sagar skimmed Milk Powder

2. Amul Spray 5. Sagar Tea Coffee Whitener
3. Amulya

Mithai Range :

1. Amul Shrikhand 3. Amul Basundi

2. Amul Gulab Jamoon 4. Amul Avsar Ladoo

Mithai Mate :

1. Amul Mithai Mate

Chocolate :

1. Amul Chocolate 4. Amul Wafer Chocolates

2. Amul Chocozoo 5. Amul Rejoice Assorted Chocolate
3. Chocolate Syrup 6. Amul Cooking Chocolate

Amul Lactose Free Milk :

1. Amul Lactose Free Milk

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Fresh Cream :

1. Amul Fresh Cream

2. Amul Whipping

Amul Sour Cream :

1. Amul Sour Cream

Pouch Butter Milk :

1. Amul Pouch Butter Milk

Amul Cattle Feed :

1. Amul Cattle Feed

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Happy Treats Frozen Potato Snacks :

1. Aloo Tikki 4. Potato Wedges

2. French Fries 5. Veg Burger Patty
3. Hash Brown 6. Veggie Stix

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RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY :

Research is the search for and retrieval of Existing, discovery or creation of new information or
knowledge for a specific purpose. Research has many categories, from medical research to literary
research. Consumer Marketing Research is a form of applied sociology which concentrates on
understanding the behaviors, whims and preferences, of consumers in a market-based economy. The field
of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding
of the ACNielsen Company in 1923. In any marketing Research defining the problem is the most important
problem in a very and precise manner. So that the researcher understood the area of study involved
Research is process of systematic and in depth study or search for any particular topic, subject or area of
investigation backed by collection, complication, presentation and interpretation of relative details of data.
It is a carefull search or enquiry into any subject matter which is an endeavor to discover or find out
valuable facts which would be useful for further application or utilization.

Research methodology is a way to systematically solve the research problem. It may be understand
as a science of studying is done systematically. In it we study the various step that are generally adopted by
a researcher in studying his research problem along with the logic behind them. It is necessary for the
researcher to know not only the research method but also the methodology. Statistical investigation
requires systematic collection of data, so that all relevant groups are represented in the data.

The quality of data will greatly affect the conclusion an hence, utmost importance must be given to
this process and every possible precaution should be taken to ensure accuracy, while gathering and
collecting data.

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Consumer Perception Study : “A STUDY ON CONSUMER PERCEPTION TOWARDS AMUL

PRODUCT WITH SPECIFIC REFERENCE TO NAGPUR CITY”

Population of Study : 50 Customer

TYPES OF RESEARCH :

Descriptive Research is used to describe characteristics of a population or phenomenon being studied. It

does not answer question about how/when/why the characteristics occurred. Rather it addresses the “what”
question, what are the characteristics of the population or situation being studies ? The characteristics used
to describe the situation or population are usually some kind of categorical scheme also known as
descriptive categories. For example, the periodic tablecategorizes the elements. Scientists use knowledge
about the nature of electrons, protons and neutrons to devise this categorical scheme. We now take for
granted the periodic table, yet it took descriptive research to devise it. Descriptive research generally
precedes explanatory research. For example, over time the periodic tables description of the elements
allowed scientists to explain chemical reaction and make sound prediction when elements were combined.

Hence, descriptive research cannot describe what caused a situation. Thus, descriptive research cannot be
used to as the basis of a casual relationship, where one variable affects another. In other words, descriptive
research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculation. Often the best approach,
prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the
aim of description and researchers may follow-up with examinations of why the observations exist and
what the implications.

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PROBLEM DEFINITION & RATIONALE OF THE STUDY :

 To know the consumer perception towards Amul products.

 Price sensitivity of the consumer.
 To know the expectations of the consumers.
 Preference of the consumer.
 Effect of advertisement on consumer.

SCOPE OF THE STUDY :

 Before business can develop marketing strategies, they must understand what factors influence
buyers behaviour and how they make purchase decision to satisfy their needs and wants.
 It is done to understand what consumer considered while going for purchasing Amul products.
 This study helpful to know in which stage the brand would be in industrial life cycle.
 This study is mainly focused on various factors that affect consumers buying decision. Such as
social, psychological and personal.
 This study helps to understand the satisfactory level of consumers towards the brand. And also
understanding the consumer attitudes and their buying motives by means of company brand image.
 The study aims towards collecting information about consumer psychology towards Amul products
and thus helping Amul in understanding customers nature and help in developing strategies which
will thus help them in increasing their business.

OBJECTIVES :

 To find out the image of Amul Products.

 To know the awareness about Amul Products.
 To obtain the opinion of customers about Amul product with reference to price, quality and
discount.
 To know that what does consumer looks for while buying Amul products.
 To find out impact schemes on consumer buying decision.
 To know the preference of Amul products with comparison to other competitive brands.

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HYPOTHESIS :

 H0 - People have the perception that Amul product is expensive as compared to other brand.

 H1 - Due to good quality, good packaging, Availability, etc.

DATA COLLECTION :

Collection of data is the first step in statistic the goal of conclusion. The data collection process
follows the formulation of research design including the sample plan. The task of data collection begins
after a research problem has been defined and research plan chalked out. While deciding about the method
of data collection to be used for the study, the researcher should keep in mind two types of data viz.,
primary and secondary data.

PRIMARY DATA :

Primary data is collected for the first time in keeping with the specific data requirement of a research
study. They are essentially field data collected by using an appropriate survey technique. If the data are
collected for a sample covering only a part of the population, the sample-based data may be named as
primary sample data. There are several method of collecting primary data, particularly in surveys and
descriptive researches.

For that the different methods used by the researcher are…

 Questionnaires.

SECONDARY DATA :

Secondary data are those data which have already been collected by someone else and which have
already been passed through the statistical process. The different sources of secondary data used are official
training records, training effectiveness forms, files, personnel department operation procedures, different
journals, publications, books, magazines on training and development etc.

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RESEARCH DESIGN :

A research design is purely and simply the work or plan for a study that guides the collection and analysis
of the data.

a) Sample period – 2019

b) Company selected for study – AMUL
c) Study is based on primary and secondary data
d) Primary data was collected through questionnaire
e) Secondary data was collected from Amul database and its official websites.
f) Sample size is as follows :
1. Consumers - 50

LIMITATIONS :

 Time is a major constraint.

 Due to shortage of time study was restricted.
 The study is limited to Nagpur city.
 Study is a very vast but due to lack of time, the study may not be able to do in a wide way.
 Sample size of study is limited hence high level of accuracy cannot be ascertained.
 The respondents may not give genuine responses due to lack of knowledge.

The response given by respondent are assume to be true but the actual perception of respondent
may be differ from that of this behaviour.

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DATA ANALYSIS

&

INTERPRETATION

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ANALYSIS OF THE DATA :

Analysis of data is a process of inspecting, cleaning, transforming and modelling data

with the goal of highlighting useful information suggesting conclusions and supporting decision
making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a
variety of names in different business, science and social science domains.
Data analysis is a practice in which raw data is ordered and organized so that useful
information can be extracted from it. The process of organizing and thinking about the data is key
to understand what the data does and does not contain. There are a variety of ways in which people
can approach data analysis and to think critically about the data and the conclusions which are
drawn.

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CUSTOMER PERSPECTIVE :

Q1) Which Dairy Product Brand Do You Like Most ?

o Amul
o Haldiram
o Aarey
o Dinshaw
o Mother Dairy
o Other

PARTICULAR RESPONDENTS PERCENTAGE

Amul 29 58%

Haldiram 9 18%

Aarey 0 0%

Dinshaw 9 18%

Mother Dairy 2 4%

Other 1 2%

Total 50 100%

PERCENTAGE
4% 2%

18%

58%
18%

Amul Haldiram Aarey

Dinshaw Mother Dairy Other

Interpretation : out of 100% respondents 58% are with Amul Products, 18% from Haldiram, 18%
from Dinshaw, 4% is for Mother Dairy and the remaining is 2% for other.
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Q2) If Not Amul Why Do You Prefer Other Brand ?

o Quality
o Price
o Discount
o All Of Above
o Non Of This
o Other

PARTICULAR RESPONDENTS PERCENTAGE

Quality 21 42%

Price 3 6%

Discount 9 18%

All Of Above 15 30%

Non Of This 1 2%

Other 1 2%

Total 50 100%

PERCENTAGE
2%2%

30%
42%

18% 6%

Quality Price
Discount All Of Above Non Of This Other

Interpretation : Out of 100% respondents 42% respondents prefer other brand for quality, 6% for
price, 18% for discount, 30% for All Of The Above, 2% for Non Of This and remaining for other.

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Q3) Do You Know About Amul ?

o Yes
o No
o Not sure

PARTICULAR RESPONDENTS PERCENTAGE

Yes 46 92%

No 1 2%

Not Sure 3 6%

Total 50 100%

PERCENTAGE
2% 6%

92%

Yes No Not Sure

Interpretation : Out of 100% respondents 92% know the Amul, 2% does not know the Amul while 6%
are not sure. It’s means maximum people know about Amul.

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Q4) Do You Regularly Purchase The Amul Products ?

o Yes
o No
o Not Sure

PARTICULAR RESPONDENTS PERCENTAGE

Yes 26 52%

No 19 38%

Not Sure 5 10%

Total 50 100%

PERCENTAGE
Not Sure; 5

Yes

No

Yes; 26 Not Sure

No; 19

Interpretation : 52% respondents regularly purchase the Amul Products, 38% not regularly purchase
while 10% are not sure.

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Q5) How Long Have Been Using The Present Brand Of Dairy Product's ?

o 1 year
o 2 year
o 3 year
o More than 3 year

PARTICULAR RESPONDENTS PERCENTAGE

1 year 4 8%

2 year 8 16%

3 year 4 8%

More than 3 year 34 68%

Total 50 100%

PERCENTAGE

34

8
4 4
0.08
1 year 0.16
2 year 0.08
3 year 0.683
More than
year

RESPONDENTS PERCENTAGE

Interpretation : 8% respondent using their present dairy brand since 1 year, 16% since 2 year, 8% since 3
year and 68% using their dairy product brand since more than 3 year.

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Q6) What Are The Product's Of Amul You Use Very Frequently ?

o Butter
o Dahi
o Milk
o Ice-Cream
o None Of These
o Other

PARTICULAR RESPONDENTS PERCENTAGE

Butter 21 42%

Dahi 3 6%

Milk 14 28%

Ice-Cream 8 16%

None Of This 3 6%

Other 1 2%

Total 50 100%

RESPONDENTS

3 1
8
21

14
3

Butter Dahi Milk

Ice-Cream None Of This Other

Interpretation : Out of 100% respondents 42% using butter very frequently, 6% using Dahi, 28% using
milk, 16% use Ice-cream, 6% not use any products while 2% use other products.
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Q7) Do You Know About Amul Gold & Amul Tazza Milk ?

o Yes
o No
o Not Sure

PARTICULAR RESPONDENTS PERCENTAGE

Yes 28 56%

No 17 34%

Not Sure 5 10%

Total 50 100%

10%

34%
56%

Yes No Not Sure

Interpretation : Out of 100% respondents 56% know about Amul Gold and Amul Tazza milk, 34% does
not know about this milk while remaining 10% are not sure.

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Q8) How Is The Taste Of Amul Gold & Amul Tazza Milk ?

o Poor
o Satisfactory
o Excellent
o Not sure

PARTICULAR RESPONDENTS PERCENTAGE

Poor 1 2%

Satisfactory 17 34%

Excellent 9 18%

Not Sure 23 46%

Total 50 100%

Chart Title
2%

34%
46%

18%

Poor Satisfactory
Excellent Not Sure

Interpretation : Out of 100% respondent for 2% the taste of Amul gold and tazza is poor, for 34% the
taste is satisfactory, while for 18% the taste is excellent and 46% respondent was not sure regarding the
taste of Amul gold and tazza.

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Q9) What About The Price Of Amul Product's ?

o Poor
o Average
o High
o Not sure

PARTICULAR RESPONDENTS PERCENTAGE

Poor 0 0%

Average 36 72%

High 8 16%

Not Sure 6 12%

Total 50 100%

PERCENTAGE

Poor
12%
Average
16%
High
Not Sure
72%

Interpretation : Out of 100% respondents 72% said that price of Amul Products is average, 8% said price
high, while 12% are not sure.

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Q10) How Is The Packaging Of Amul Products?

o Poor
o Good
o Excellent
o Not sure

PARTICULAR RESPONDENTS PERCENTAGE

Poor 1 2%

Good 24 48%

Excellent 21 42%

Not Sure 4 8%

Total 50 100%

RESPONDENTS

4 1

24
21

Poor Good Excellent Not Sure

Interpretation : Out of 100% respondent 2% said the packing of Amul product is poor, 48% said good,
42% said excellent and 8% are not sure.

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Q11) Do You Like The Home Delivery Scheme Of Dairy Product's ?

o Yes
o No
o Not sure

PARTICULAR RESPONDENTS PERCENTAGE

Yes 34 68%

No 4 8%

Not Sure 12 24%

Total 50 100%

PERCENTAGE

24%

8%
68%

Yes No Not Sure

Interpretation : Out of 100% respondent 68% like the home delivery of dairy products, 8% do not like
and 24% are not sure.

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FINDINGS :

INTERPRETATION

 Out of 100% respondents 58% are like the Amul Products brand while 18% like Haldiram, 18%
like Dinshaw, 4% is like Mother Dairy and the remaining is 2% like for other.
 42% respondents prefer other brand for quality, 6% for price, 18% for discount, 30% for All Of The
Above, 2% for None Of These and remaining for other.
 92% know the Amul, 2% not know the Amul while 6% are not sure. It’s means maximum people
know about Amul. Amul is the famous brand.
 Out of 100% respondents 52% respondents regularly purchase the Amul Products, 38% not
regularly purchase while 10% are not sure.
 8% respondent using their present dairy brand since 1 year, 16% since 2 year, 8% since 3 year and
68% using their dairy product brand since more than 3 year.
 42% using butter very frequently, 6% using Dahi, 28% using milk, 16% use Ice-cream, 6% not use
any products while 2% use other products of Amul.
 Out of 100% respondents 56% know about Amul Gold and Amul Tazza milk, 34% does not know
about this milk while remaining 10% are not sure.
 For 2% the taste of Amul gold and tazza is poor, for 34% the taste is satisfactory, while for 18% the
taste is excellent and 46% respondent was not sure regarding the taste of Amul gold and tazza.
 72% respondents said that price of Amul Products is average, 8% respondents said price is high,
while 12% respondents are not sure.
 Out of 100% respondent 2% said the packing of Amul product is poor, 48% said good, 42% said
excellent and 8% are not sure.
 Out of 100% respondent 68% like the home delivery of dairy products, 8% does not like and 24%
are not sure.

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RECOMMENDATION

&

SUGGESTIONS

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RECOMMENDATION & SUGGESTIONS :

 Amul Products should be advertised. As in case of dairy products, the taste, variety, and packaging
is what it makes differentiated with the other brands. There is a great deal of difference between
Amul & Mother dairy Advertisements. Amul products advertisement is very low than other dairy
products. Amul should come to more product portfolio shootings and advertise it in the parlors to
make it more attractive to the passerby to walk in.
 I find the main thing is that “Amul” brand name has very good image in consumer’s
mind and they consider it as Pure & Good Product.
 The Milk products market has reached Maturity stage in India large no. of Co-operative shaving a
variety of product range has entered the market, thus there is one way for Amul to sustaintheir milk
business in the market by delivering outstanding satisfaction to their retailers, so that theycan take
interest in selling of Amul milk products.
 Supply should be regular to all the outlets including those that lie in the pocket roads andnot just in
the outlets which lie on the easily accessible routes.
 250 ml milk pouch should make available to retailers for selling, because lower incomefamily has
intention to buy small pouch milk.
 Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag may be used.That
will help customers to accept the product more quickly.
 Discount coupons should be given to the consumers in order to buy more milk.
 Only milk and ice cream products are there for displays and advertisements in the market. There
is an absence of Amul other products like Amul chocolates, Amul pro, etc. It should focus on other
product also.
 The old manufacturing date on packs is creating the shifting of preference in consumer’s choice.
The consumer wants fresh Amul products due to the old manufacturing date, the consumer opts for
other brands.

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LIMITATION

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LIMITATION :

 Time is a major constraint.

 Due to shortage of time study was restricted.
 The study is limited to Nagpur city.
 Study is a very vast but due to lack of time, the study may not be able to do in a wide way.
 Sample size of study is limited hence high level of accuracy cannot be ascertained.
 The respondents may not give genuine responses due to lack of knowledge.
 S i n c e a l l t h e p r o d u c t s a r e n o t w i d e l y u s e d b y a l l t h e c u s t o m e r s i t i s difficult to
draw realistic conclusions based on the survey.
 Time period of the project was 8 weeks, which may not be enough to understand the whole market.
 The questionnaire mostly contained multiple choice questions, therefore many respondents did not
give a proper thought before up the questions, and some even ticked things, which were not
applicable. Therefore, all this increased the bias.
 Respondents may not have been true in answering various questions and may be biased to certain
other questions.
 The psychology and temperament of a respondent play a significant role. Some respondents are
more sensitive as against others who are more tolerant. A change in the composition of the
respondents can affect the answers adversely or favorably.

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CONCLUSIONS

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 G.S College of Commerce and Economics , Nagpur.

CONCLUSIONS :

As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter, Cheese & Ice-Cream which are its main/core products. But
in case of local market like Pune the Amul milk is not a popular product as compared to other Amul
Products. With the help of research, company can find out its week points in Milk product and can
increase its market share through rectify mistakes. People have believed in Amul’s product and they
will accept it also if effective actions were taken.

The following are the conclusions derived from the study :

 From the data it can be revealed that most of the people are aware about the brand Amul.

 Trust is the first thing which comes in the minds of the customers when they hear about Amul.

 From the data it can be revealed that most of the customers prefer to eat Amul products.

 Amul must come up with new promotional activities such that people become aware about Amul
Amul Tazza & Amul Gold.

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

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 G.S College of Commerce and Economics , Nagpur.

BIBLIOGRAPHY

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BIBLIOGRAPHY :

Books :

 RajanSaxena, “Marketing Management”, P 278-282, MCGRAW – Hill Publishing Company

Limited, Fourth Edition, NEW
 Principles Of Marketing – Philip Kotler.

Websites :

 https://en.wikipedia.org/wiki/Perception
 https://bizfluent.com/about-6561090-consumer-perception-theory.html
 https://www.researchgate.net/publication/298104737_Objective_Perception
 https://businessjargons.com/perception.html
 http://www.psychologydiscussion.net/perception/perception-meaning-definition-principles-and-
factors-affecting-in-perception/634
 https://en.wikipedia.org/wiki/Amul
 https://amul.com/
 https://en.wikipedia.org/wiki/Methodology

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ANNEXURE

QUESTIONNAIRE

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QUESTIONNAIRE FOR CONSUMER PERSPECTIVE :

Q1) Your Name ?

Ans : ……………………..

Q2) Gender ?

o Male
o Female

Q3) Age

o 16-20
o 21-25
o 26-35
o Above 36

Q4) Which Dairy Product Brand Do You Like Most ?

o Amul
o Haldiram
o Aarey
o Dinshaw
o Mother Dairy
o Other:….......

Q5) How Long Have Been Using The Present Brand Of Dairy Product’s ?

o 1 Year
o 2 Year
o 3 Year
o More Than 3 Year

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Q6) If Not Amul Why Do You Prefer Other Brand ?

o Quality
o Price
o Discount
o All Of Above
o None Of This
o Other:………

Q7) Do You Know About Amul ?

o Yes
o No
o Not Sure

Q8) Do You Regularly Purchase The Amul Products ?

o Yes
o No
o Not Sure

Q9) What Are The Product’s Of Amul You Use Very Frequently ?

o Butter
o Dahi
o Milk
o Ice-Cream
o None Of This
o Other:………

Q10) Do You Know About Amul Gold & Amul Tazza Milk ?

o Yes
o No

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o Not Sure

Q11) How Is The Taste Of Amul Gold & Amul Tazza Milk ?

o Poor
o Satisfactory
o Excellent
o Not Sure

Q12) What About The Price Of Amul Product’s ?

o Poor
o Average
o High
o Not Sure

Q13) How Is The Packing Of Amul Product’s ?

o Poor
o Good
o Excellent
o Not Sure

Q14) Do You Like The Home Delivery Scheme Of Dairy product’s ?

o Yes
o No
o Not Sure

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