PREPARED BY

ASTHA SHAW
BENGAL INSTITUTE OF BUSINESS STUDIES

MBA
(2023-2025)

UNDER THE GUIDENCE OF

This Project is Submitted for the Partial Fulfilment Of Masters Of Business Administration From
Vidyasagar University

i
 DECLARATION

I, Astha Shaw, student of MBA, of year (2022-2024) studying at Bengal Institute of

Business Studies, Kolkata, hereby declare that the dissertation report done in “
………………………………………………………………..”
is the original work conducted by me. The information and data
given is authentic to best of my knowledge. The dissertation report will not be used
anywhere else for any award of any other degree, diploma and fellowship.

(Signature of Student)

ii
CERTIFICATE

To Whom it May Concern

This is to certify that (Reg No. of 2022-2022 of

Roll No. ), a bona fide student of “BENGAL INSTITUTE
OF BUSINESS STUDIES” has completed his/her own dissertation and it is an original work and
is not copied from any other resources.

Thanking you,
Yours truly,

Assistant Professor
Bengal Institute Of Business Studies

iii
 ACKNOWLEDGEMENT

I offer my special thanks and prayers to God Almighty for showering his blessings
on us and bestowing us with the skills and abilities to carry out this study.

I cordially thank Bengal Institute of Business Studies for giving me the opportunity
to undergo the dissertation report.

I express my profound sense of gratitude to my research supervisors for their

guidance, support, encouragement and opinion whenever needed.
I would like to thank all the people who directly and indirectly helped me groom
my knowledge and taught me during the course of my master’s study.
Most of all I would like to thanks my parents and give my sincere gratitude for all
the support and encouragement they have given me during the entire master’s
journey.
Lastly, I would like to thank my friends who directly and indirectly helped me
making the dissertation.

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TABLE OF CONTENTS

INTRODUCTION 7 – 17

LITERATURE REVIEW 18 – 21

RESEARCH OBJECTIVES 22

RESEARCH METHODOLOGY 23 – 32

RESEARCH FINDINGS AND ANALYSIS 33 – 53

RESEARCH CONTRIBUTION 54

SUGGESTIONS 55 – 57

LIMITATIONS 58

CONCLUSION 59 – 60

BIBLIOGRAPHY 61

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 ABSTRACT

The article focuses on understanding how consumers in kolkata city interact with and
make decisions about purchasing Amul products. To gather insights, the researchers
employed a convenient sampling technique, selecting 75 consumers to participate in
the study. These consumers provided their input through a structured questionnaire,
allowing the researchers to analyze their attitudes and behaviors towards Amul
products.
The findings of the study reveal a positive buying behavior among consumers,
indicating a strong interest and inclination towards Amul products. This suggests that
Amul holds a significant presence and influence in the market, with consumers
actively seeking out and purchasing their offerings . Consumer buying behavior is a
complex interplay of various factors. It encompasses not only consumers' attitudes and
preferences but also their intentions and decision-making processes when it comes to
purchasing goods or services. Understanding these dynamics is crucial for marketing
managers, as it enables them to tailor their strategies and campaigns effectively to
resonate with their target audience. By delving into the factors influencing consumer
behavior, this research provides valuable insights for Amul and other stakeholders in
the industry. It sheds light on the drivers behind consumers' choices, particularly in the
context of household consumption. This understanding empowers companies like
Amul to refine their product offerings, communication strategies, and advertising
campaigns to better meet the needs and preferences of their target consumers.Overall,
this study contributes to a deeper understanding of consumer behavior in the Chennai
market, specifically towards Amul products. It provides actionable insights that can
inform strategic decision-making and drive business growth in the competitive dairy
industry.

vi
 Executive Summary

vii
Table of Contents

vii
 CHAPTER 1:
INTRODUCTION
Amul, short for The Kaira District Co-operative Milk Producers’ Union, is a renowned
Indian dairy cooperative located in Anand, Gujarat. Established in 1946, it operates
under the management of the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF). This cooperative venture is jointly owned by 3.6 million milk producers in
Gujarat, along with the apex body of 13 District Milk Unions spanning across 13,000
villages in the state. Amul played a pivotal role in India's White Revolution,
propelling the nation to become the world's largest producer of milk and milk
products.

The brand name "Amul" was coined by the Kaira Union to market its product range.
Derived from the Sanskrit word ‘Amulya,’ meaning ‘priceless’ or ‘precious,’ it was
suggested by Dr. Maganbhai Patel, a founding leader of the Agriculture College.
Tribhuvandas Kishibhai Patel spearheaded Amul's establishment in 1946, under the
guidance of Sardar Vallabhbhai Gupta. Dr. Verghese Kurien was recruited in 1949,
and his pivotal role in Amul's technical and marketing endeavors was instrumental.
Dr. Kurien served as the chairman of GCMMF for over three decades, from 1973 to
2006, and is widely credited with the success of Amul's marketing strategies.

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HISTORY OF AMUL

 Amul Cooperative emerged in 1946 to counter the unfair practices of milk traders, aiming
to empower small milk producers. Initially, milk prices were manipulated, with Polson
holding a monopoly on milk collection and supply.
 By 1970, Amul led India's "White Revolution," uniting dairy cooperatives to expand the
market efficiently. In 1973, the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF) was established to streamline marketing efforts. The Kaira Union transferred the
iconic Amul brand to GCMMF
 Today, GCMMF stands as India's largest food products marketing organization, connecting
over 3.1 million village milk producers with consumers nationwide. In 2007, GCMMF
surpassed a billion-dollar sales turnover, a feat achieved by few Indian food companies.

 Another milestone came in 2007 when GCMMF's dairy cooperatives achieved a record-
breaking daily milk procurement of 10 million kgs, processed seamlessly without any
interruptions.

 In 2018, Prime Minister Narendra Modi inaugurated Amul's state-of-the-art chocolate

plant in Anand, showcasing a significant investment to increase production capacity and
efficiency.

 Recognized for its excellence, Amul received the prestigious "Best of all" Rajiv Gandhi
National Quality Award in 1999. Through continuous innovation and dedication, Amul
continues to uplift dairy farmers and delight consumers with quality products.

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AMUL COMPANY PROFILE

 Amul Cooperative stands tall as the apex organization of

Gujarat's Dairy Cooperatives, famously recognized as
'AMUL'. Its core mission is twofold: to ensure farmers
receive fair returns while offering consumers top-notch
products that deliver unbeatable value.
 The impact of Amul's success extends far beyond India,
serving as a global benchmark. It holds exclusive marketing
rights for esteemed brands like 'Amul' and 'Sagar', renowned
for their quality and affordability.
 Amul's reach spans across continents, with its products
gracing shelves in diverse regions such as the USA, Gulf
Countries, Singapore, The Philippines, Japan, China, and
Australia. Its journey showcases not just dairy prowess, but a
commitment to excellence that resonates worldwide.

PRODUCT PROFILE:
Amul Bread Spreads Range:
Amul offers a diverse range of bread spreads that cater to various
tastes and preferences. From classic butter to flavorful cheese
spreads, Amul ensures there's something for everyone. These
spreads are not only delicious but also convenient for everyday use,
adding a touch of richness to breakfast or snacks.

Amul Beverage Range / Milk Drinks:

Amul's beverage range includes the popular Amul Kool Milk
Shake, available in enticing flavors such as Banana, Mango,
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Strawberry, and Badam. These beverages are not just refreshing but
also packed with essential nutrients, making them a healthier
alternative to traditional soft drinks. Whether enjoyed on their own
or as part of a meal, they offer a delightful taste experience.

AMUL BUTTER:
Made from pure milk fat, Amul Butter comes in convenient
packaging sizes of 100g, 500g, 50g, 20g, and 8.1g, perfect for
pairing with bread, parathas, rotis, naans, and sandwiches.

Amul Powder Milk Range - Amul PRO:

Amul PRO is a malt-based milk additive that provides a quick and
easy way to boost the nutritional value of milk. Suitable for people
of all ages, especially children, it can be conveniently added to hot
or cold milk to create a wholesome and nourishing drink. Its
nutrient-rich formulation makes it an ideal choice for those looking
for a healthy beverage option.

Amul Chocolates:
Crafted from premium ingredients like cocoa butter, milk solids,
and chocolate mass, Amul Chocolates are a delightful treat for
chocolate lovers. Available in various forms, including bars and
syrups, they can be enjoyed on their own or used to enhance the
flavor of desserts like ice cream, cakes, and pastries.

Amul Ice cream:

Amul Ice creams are made from fresh milk and come in a wide
range of flavors to suit every palate. Whether you prefer classic
favorites like chocolate and vanilla or adventurous flavors like fruit
sorbets, there's something for everyone. Perfect for indulging in on
a hot summer day or as a special treat for any occasion, Amul Ice
creams are loved by people of all ages.

Amul Mithai / Desserts Range:

Amul Mithai Mate is a versatile sweetened condensed milk that can
be used to prepare a variety of traditional Indian sweets and
desserts. Its pure and creamy texture adds richness and sweetness
to dishes like kheer, laddoos, and cakes, making them even more
irresistible. Available in convenient packaging, it's a pantry
essential for anyone who loves to indulge in homemade sweets.
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Amul Health Drink - Nutramul:
Nutramul is a nutritious health drink made from malt extracts, milk
solids, sugar, and cocoa powder. Packed with essential vitamins,
proteins, carbohydrates, and minerals, it provides a quick and
convenient way to boost energy and nourishment. Whether
consumed on its own or added to milk, Nutramul is a smart choice
for those looking for a wholesome beverage option.
Overall, Amul's product range offers a diverse selection of high-
quality and nutritious options that cater to various tastes,
preferences, and dietary needs. From everyday essentials like bread
spreads and butter to indulgent treats like chocolates and ice
creams, Amul continues to delight consumers with its commitment
to quality, taste, and innovation.

REVIEW OF LITERATURE

 Dr. S.P. Savitha conducted a study focusing on consumer preferences for Amul
products in Madurai city. Amul, established in 1946, is a prominent dairy
cooperative in India, renowned for its quality and affordability. The research
aimed to assess the current satisfaction levels among consumers regarding
Amul products, which hold a dominant position in the dairy industry. The study
highlighted the positive reputation of Amul products among consumers in
Madurai and suggested extending the supply to rural areas.

 Mohit Jamwal and Dr. Akhilesh Chandra Pandey explored consumer behavior
towards cooperative milk societies, specifically focusing on measuring
customer satisfaction with 'Aanchal' milk, a member of UDFC Ltd. The study
examined various attributes of Aanchal milk and analyzed customer
preferences across different parameters. The findings emphasized the
importance of evolving production, marketing, and pricing strategies to
effectively meet consumer needs and enhance satisfaction.

 Akhila D and Dr. C. Boopathi investigated consumer behavior regarding Aavin

milk and dairy products in Pollachi, Tamil Nadu. Tamil Nadu is among the top
ten milk-producing states in India. The study aimed to uncover consumer
perceptions of Aavin milk products based on demographic factors such as age,
education, qualification, and monthly income. It revealed that many
consumers prioritize Aavin milk for its quality over price, suggesting that Aavin

v
 should take necessary steps to maintain consumer satisfaction, even if its
products are priced higher than competitors'.

 Dr. P. Rengarajan, R. Sathya, and R. Gothami examined the buying behavior of

selected branded milk products. With dairy products being essential in both
urban and rural areas, the study emphasized the growing market size and
demand for these products. It stressed the importance of establishing a robust
distribution network to ensure the availability of milk products to meet rising
demand effectively.

 Mrs. Sonali Dhawan conducted a study on consumer behavior towards various

branded and non-branded milk products in Jabalpur district, Madhya Pradesh.
Consumer behavior encompasses the actions consumers take in seeking,
purchasing, using, evaluating, and disposing of products and services. The
study highlighted a lack of awareness among consumers regarding the milk
they consume and emphasized the need for companies to educate consumers
about the pasteurization process and hygiene standards of branded milk
products through awareness campaigns.

Research Methodology:
Unraveling Consumer Insights on Amul Products

Scope of the Study:

Amul products hold significant global importance, making understanding consumer
buying behavior crucial for marketing activities. This study aims to gauge various
consumer opinions and provide insights into the strengths and weaknesses of Amul
products, thus identifying individual needs and preferences.

Objectives of the Study:

To analyze consumer buying behavior towards Amul products.

To study monthly expenditure on Amul products.
To identify factors influencing the purchase of Amul products.
To assess consumers' awareness of expiry dates, MRPs, and adulteration laws related
to consumer protection.

Limitations of the Study:

Limited to the Chennai district.
Relies on primary data, potentially subject to respondent bias.
Constraints on time and resources limited the study to 75 respondents.
Research Design:
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Kolkata was purposively selected for the study.

Sample Technique:
Convenient sampling technique was adopted for data collection.

Sources of Data:

Primary Data:
Collected through a questionnaire survey filled by respondents.
Secondary Data:
Derived from various published sources such as company records, government
publications, and reports.
Structure of Questionnaire:
Divided into two sections, the questionnaire gathered general information about
customers in the first part and their opinions on consumer buying behavior in the
second part.

Sample Size:
The study included a sample size of 75 consumers.

Period and Area of Study:

Location: kolkata
Duration: 1 month
Industry Focus: Dairy industry

Hypothesis/Analytical Tools:

Percentage Analysis:
Utilized to answer research questions, particularly when responses have discrete
categories.
Chi-square:
Employed to test hypotheses, with the null hypothesis suggesting no association
between variables (e.g , age and preference for Amul products) and the alternate
hypothesis positing an association.

In essence, this research methodology provides a structured approach to

understanding consumer perceptions and behaviors regarding Amul products,
utilizing both primary and secondary data sources and analytical tools to derive
meaningful insights.
DATA ANALYSIS:

vii
A simple example of data analysis is whenever we take any decision in our
day-to-day life is by thinking about what happened last time or what will
happen by choosing that particular decision. This is nothing but analyzing
our past or future and making decisions based on it.
age wise classification of respondents
Options Respondents Percentage
20 below 9 12%
21-40 65 86.7%
41-60 1 1.3%
61-80 0 0
81above 0 0
Total 75 100%

age wise classification of respondents

AGE

20 BELOW
10%12
% 21-40
41-60
61-80
87% 81above

Interpretation:
The data reveals that among the respondents, 12% fall into the age group below 20,
while the majority, comprising 86.7%, belong to the age bracket of 21-40. Only 1.3%
of respondents are aged between 41-60, representing the smallest proportion in the
survey dataset.

gender wise classification of respondents

Options Respondents Percentage
Male 57 76%
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Female 18 i 24%
Total 75 100%
gender wise classification of respondents

GENDER

MALE FEMALE

Interpretation:

From the above data are interpretated in gender are respondents are female
respondents in 24% and 76% of the male respondents in the highest majority

ABOUT AMUL PRODUCT

question wise classification of respondents

Options Respondents Percentage

Yes 72 96%
No 3 4%

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Total 75 100%

question wise classification of respondents

DO YOUY KNOW ABOUT AMUL PRODUCT

4%

YES
NO

96%

Interpretations:
From the above table and chart are interpretated in the highest respondents
are 95% of the respondent will check the expiry date before buying the
product. And 5% of the respondents are not check the expiry date before
buying the amul product

BUYING OF MILK IN AMUL BRAND

question wise classifcation of respondents

Options Respondents Percentage
Yes 44 58.7%
No 31 41.3%
Table 75 100%
x
question wise classifcation of respondents

DO YOU BUYING OF MILK IN AMUL BRAND

NO
41%

YES
59%

Interpretation:
The analysis of the data from the table and charts indicates that 58.7% of the
respondents opt to purchase Amul branded milk, while 41.3% of the respondents do
not include Amul branded milk in their consumption choices.

AMUL PRODUCT DO YOU CONSUME

question wise classifcation of respondents

Options Respondents Percentage

Flavored milk 12 16%

Sweet curd 0 0
Milk cake 2 2.7%

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 Butter 12 16%
Paneer 12 16%
Ice cream 36 48%
Other products 1 1.3%
Total 75 100%

question wise classification of respondents

WHICH OF THE AMUL PRODUCT DO

YOU
CONSUME
1% FLAVORED MILK
16%
SWEET CURD
03
%% MILK CAKE

48% BUTTER
16%
PANEER
ICE CREAM
16% OTHERS

Interpretation:

From the above table are interpreted the highest majority of respondents are
consume amul ice cream 48% then flavore milk ,butter and also paneer are
the respondents are 16% and the lowest percentage are milk cake 3% and
others 1%.

question wise classifcation of respondents

In the place of purchase amul products for daily

use

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 Options Respondents Percentage
Departmental store 14 18.7%
Retail shop 17 27.7%
Super market 22 29.3%
Petty shop 1 1.3%
Near by shop 21 28%
Total 75 100%

question wise classification of respondents

PLACE OF PURCHASE AMUL PRODUCTS

FOR
DAILY USE

18% DEPARTMENTAL STORE

27%
RETAIL SHOP
SUPER MARKET
1%
26% PETTY SHOP
NEAR BY SHOP
28%

Interpretation:

From the above table are interpreted 29.3% of the respondents are buying amul products in
super market and 28% of the respondents are near by shope choose and also departmental
store ,retails shope will choose 18.7% &22.7% respectively. The lowest percentage are
petty shope.
If the buying of amul products in retail shop for daily use

Options Respondents Percentage

Price 8 11%
Quality 18 24.7%

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 Taste 23 43.8%
Freshness 12 16.4%
Offers 3 4.1%
Total 73 100%

question wise classification of respondents

IF THE BUYING OF AMUL PRODUCTS IN

RETAIL SHOP
FOR DAILY USE
4.1
16.4 24.7
PRICE
QUALITY
TASTE
FRESHNESS
43.8
OFFERS

Interpretation:

From the above table and charts are interpreted 43.8% of the
respondents are taste will be choosen and 24.7% are the
respondents is quality will choose, 16.4% of the respondents are
freshnes will choosen and the lowest percentage are 11% and 4.1%
are the respondents choose price and offers respectively.

How many times do you buy amul butter

Options Respondents Percentage

Once in a week 33 44.6%
On special occasion 30 40.5%

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v
 Other day 11 14.9%
Total 74 100%

question wise classification of respondents

HOW MANY TIMES DO YOU BUY AMUL

BUTTER
HOW MANY TIMES DO YOU BUY AMUL BUTTER
44.60%

40.50%

14.90%
ONCE IN A WEE ON SPECIAL OCCASIO OTHER DA
K N Y

Interpretation:

From the above table are interpretated in the highest percentage are
44.6% of the respondents buy the amul product in once in a week
and 40.5% of the respondents are on special occasion only buying
the product and the lowest percentage are 14.9% in the respondents
are others day only buying the amul product

question wise classifcation of respondents

If you prefer amul cheese which variant do you

prefer

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 Options Respondents Percentage
Cheese cubes 23 31.9%
Cheese slices 31 43.1%
Cheese spread 7 9.7%
Gouda cheese 3 4.2%
Cream cheese 8 11.1%
Total 72 100%

question wise classifcation of respondents

IF YOU PREFER AMUL CHEESE WHICH

VARIANT DO YOU PREFER

CREAM CHEESE

GOUDA CHEESE

CHEESE SPREAD

CHEESE SLICES

CHEESE CUBES

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%

IF YOU PREFER AMUL CHEESE WHICH VARIANT DO YOU PREFER

Interpretation:
From the above data are interpreted in the majority 43.1% of the
respondents are cheese slices only prefer then 31.9% of the
respondents are cheese cubes will be prefer and 11.1% of the
respondents are will be choosen cream cheese and also the lowest
majority of the respondents are gouda cheese will be choosen in
4.2%.

question wise classifcation of respondents

How much rupees spend on amul products in

month

Options Respondents Percentage

xv
i
 Lessthen 500 47 62.7%
501 -1000 20 26.7%
1001-1500 1 1.13%
1501-2000 2 2.7%
2000 above 5 6.7%
Total 75 100%

question wise classifcation of respondents

HOW MUCH RUPEES SPEND ON AMUL

PRODUCTS IN
A MONTH
7%
1%2
% LESSTHEN 500
501 -1000
27% 1001-1500

63% 1501-2000
2000 ABOVE

Interpretation:

From the above table and charts are interpretated in the highest majority of
the respondents are 62.7% lessthen 500 rupees spend in a month and 26.7%
of the respondents are 501- 1000 rupees spend, 6% of the respondents are
spend the money in amul product in a month 2000 rupees and also the lowest
percentage 2.7%&1.3% 1001-1500 and 1501-2000 respectively.

What factors influenced you to buy this brand

question wise classification of respondents

21
Option Respondents Percentage
Quality 59 78.7%

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ii
 Easy available 26 34.7%
Price 21 28%
Dealer relationship 6 8%
Attractiveness 7 9.3%
Total 75 100%

question wise classifcation of respondents

WHAT FACTORS INFLUENCED YOU

TO BUY THIS BRAND
WHAT FACTORS INFLUENCED YOU TO BUY THIS BRAND

100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
QUALITY EASY AVAILABLE PRICE DEALER ATTRACTIVENESS
RELATIONSHIP

Interpretation:
From the above table and chart are interpreted in 78.7% of the respondents
quality factors will choosen in the highest majority. 34.7% of the respondents
are easy available option will choose, 28% of the respondents are price
factors will choosen, then the lowest majority 8% are dealer relationship will
choosen the respondents.

Do you check expiry date before buying the product

Option Respondents Percentage

Yes 71 94.7%
No 4 5.3%
xv
Total 75 iii 100%
question wise classification of respondents

question wise classification of respondents

DO YOU CHECK EXPIRY DATE BEFORE

BUYING
THE PRODUCT

5%

YES
NO

95%

Interpretation:

From the above table and chart are interpretated in the highest respondents
are 95% of the respondent will check the expiry date before buying the
product. And 5% of the respondents are not check the expiry date before
buying the amul product.

Do you like amul products

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x
question wise classification of respondents

Option Respondents Percentage

Yes 74 98.7%
No 1 1.3%
Total 75 100%

question wise classification of respondents

DO YOU LIKE AMUL PRODUCTS

YES NO

Interpretation:

From the above table and charts are interpreated in 98.7% of the respondents
are like the amul product and the lowest majority of the respondents not like
the amul product in 1.3% .

Amul ice cream rating

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question wise classifcation of respondents

Option Respondents Percentage

1 4 5.3%
2 1 1.3%
3 7 9.3%
4 28 37.3%
5 35 46.7%
Total 75 100%

question wise classifcation of respondents

AMUL ICE CREAM RATING

1 2
5% 1% 3
9%

5
47%

4
38%

Interpretation:

From the above table and charts are interpretated in the highest majority of the
respondents are 46.7% given the amul ice cream rating 5, and 37.3% of the
respondents in rating in 4. And also the lowest majority of the respondents are 1.3%
in rating 2.

Chi square

 Hypothesis
 Null hypothesis: there is no association between age and like the amul products

xx
i
  Alternate hypothesis: there is association between age and like the amul
products

Case processing summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Age * do you like 75 100.0% 0 0.0% 75 100.0%

amul products

Age * do you like amul products crosstabulation

Do you like amul products

No Yes Total

Age 20 below Count 0 9 9

Expected count .1 8.9 9.0
21-40 Count 1 64 65
Expected count .9 64.1 65.0

41-60 Count 0 1 1
Expected count .0 1.0 1.0

Total Count 1 74 75
Expected count 1.0 74.0 75.0

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ii
Chi-square tests

Nominal by Phi .046 .925

nominal
Cramer's v .046 .925
N of valid cases 75

Asymptotic
significance
Value Df (2-sided)

Pearson chi-square .156a 2 .925

Likelihood ratio .288 2 .866

N of valid cases 75

A. 4 cells (66.7%) have expected count

less than 5. The minimum expected
count is .01.

Symmetric measures

Nominal by Phi .046 .925

nominal
Cramer's v .046 .925
N of valid cases 75

 Inference
 Since p value is 0.925 is greater than that of 0.05. Hence accepting null hypothesis.
 Therefore there is no association between age and like the aamul products

xx
iii
 95%
confidence
interval for
mean
Std. Std. Lower Upper
N Mean Deviation Error bound bound Minimum Maximum
factors while Male 57 3.74 1.408 .187 3.36 4.11 1 5
purchasing of Female 18 3.89 1.278 .301 3.25 4.52 1 5
amul products- Total 75 3.77 1.371 .158 3.46 4.09 1 5
brand
Factors while Male 57 3.74 1.343 .178 3.38 4.09 1 5
purchasing of Female 18 4.22 .943 .222 3.75 4.69 2 5
amul products - Total 75 3.85 1.270 .147 3.56 4.15 1 5
taste
factors while Male 57 3.49 1.403 .186 3.12 3.86 1 5
purchasing of Female 18 3.72 1.179 .278 3.14 4.31 1 5
amul products- Total 75 3.55 1.349 .156 3.24 3.86 1 5
price
On Way Anova Descriptive
Sum of
squares Df Mean square F Sig.
factors while Between groups .316 1 .316 .166 .685
purchasing of Within groups 138.830 73 1.902
amul products- Total 139.147 74
brand
Factors while Between groups 3.223 1 3.223 2.025 .159
purchasing of Within groups 116.164 73 1.591
amul Total 119.387 74
products -taste
factors while Between groups .730 1 .730 .398 .530
purchasing of Within groups 133.857 73 1.834
amul Total 134.587 74
products-price

Anova

Inference:
Based on the obtained p-value of 0.685, which exceeds the significance level of 0.05 at a 5%
confidence level, we conclude that there is no substantial difference between age and the
propensity to purchase Amul products based on factors such as brand, taste, and price.
Therefore, we accept the null hypothesis and reject the alternative hypothesis. This suggests
that age does not play a significant role in influencing consumer preferences for Amul
xx
iv
products.
Finding, suggestions and conclusion

Findings:

 Among respondents, 12% fall below the age of 20, while the highest majority,
comprising 86.7%, are aged between 21 to 40. Only 1.3% of respondents belong to the
age group of 41 to 60, representing the lowest proportion in the survey.
 Female respondents constitute 24% of the sample, while male respondents make up
76%, indicating a higher representation of males.
 96% of respondents are aware of Amul products, while 4% are not.
 The majority of respondents, accounting for 58.7%, purchase Amul branded milk,
while 41.3% do not.
 Amul ice cream is the most consumed product among respondents, with 48%
choosing it, followed by flavored milk, butter, and paneer at 16%. The least consumed
products are milk cake and others, at 3% and 1% respectively.
 Supermarkets are the preferred choice for purchasing Amul products for 29.3% of
respondents, followed by nearby shops (28%), departmental stores (18.7%), and retail
shops (22.7%). Petty shops have the lowest preference.
 Taste is the primary factor influencing product choice for 43.8% of respondents,
followed by quality (24.7%) and freshness (16.4%). Price and offers have the least
influence, with 11% and 4.1% respectively.
 44.6% of respondents purchase Amul products once a week, while 40.5% buy them
only on special occasions. Only 14.9% buy them on other days.
 Cheese slices are the most preferred cheese variant among respondents, chosen by
43.1%, followed by cheese cubes (31.9%), cream cheese (11.1%), and gouda cheese
(4.2%).
 The majority of respondents (62.7%) spend less than 500 rupees per month on Amul
products, followed by 26.7% spending between 501 to 1000 rupees. Only 6% spend
2000 rupees per month, with 1001-1500 and 1501-2000 rupees being the least spent
amounts.
 Quality is the most influential factor for 78.7% of respondents in product choice,
followed by easy availability (34.7%) and price (28%). Dealer relationship has the
least influence, at 8%.
 98.7% of respondents like Amul products, while only 1.3% do not.
 The majority of respondents (46.7%) rate Amul ice cream as 5 out of 5, followed by
37.3% rating it as 4. The lowest rating is 2%, given by 1.3% of respondents.
 The obtained p-value of 0.925, which is greater than 0.05, leads to accepting the null
hypothesis, indicating no association between age and preference for Amul
products.Findings:

 Among respondents, 12% fall below the age of 20, while the highest majority,
comprising 86.7%, are aged between 21 to 40. Only 1.3% of respondents belong to the
age group of 41 to 60, representing the lowest proportion in the survey.
 Female respondents constitute 24% of the sample, while male respondents make up
76%, indicating a higher representation of males.
 96% of respondents are aware of Amul products, while 4% are not.
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 The majority of respondents, accounting for 58.7%, purchase Amul branded milk,
while 41.3% do not.

 Amul ice cream is the most consumed product among respondents, with 48%
choosing it, followed by flavored milk, butter, and paneer at 16%. The least consumed
products are milk cake and others, at 3% and 1% respectively.
 Supermarkets are the preferred choice for purchasing Amul products for 29.3% of
respondents, followed by nearby shops (28%), departmental stores (18.7%), and retail
shops (22.7%). Petty shops have the lowest preference.
 Taste is the primary factor influencing product choice for 43.8% of respondents,
followed by quality (24.7%) and freshness (16.4%). Price and offers have the least
influence, with 11% and 4.1% respectively.
 44.6% of respondents purchase Amul products once a week, while 40.5% buy them
only on special occasions. Only 14.9% buy them on other days.
 Cheese slices are the most preferred cheese variant among respondents, chosen by
43.1%, followed by cheese cubes (31.9%), cream cheese (11.1%), and gouda cheese
(4.2%).
 The majority of respondents (62.7%) spend less than 500 rupees per month on Amul
products, followed by 26.7% spending between 501 to 1000 rupees. Only 6% spend
2000 rupees per month, with 1001-1500 and 1501-2000 rupees being the least spent
amounts.
 Quality is the most influential factor for 78.7% of respondents in product choice,
followed by easy availability (34.7%) and price (28%). Dealer relationship has the
least influence, at 8%.
 98.7% of respondents like Amul products, while only 1.3% do not.
 The majority of respondents (46.7%) rate Amul ice cream as 5 out of 5, followed by
37.3% rating it as 4. The lowest rating is 2%, given by 1.3% of respondents.
 The obtained p-value of 0.925, which is greater than 0.05, leads to accepting the null
hypothesis, indicating no association between age and preference for Amul products

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Suggestions:

Amul products are an integral part of daily consumption. Through this

research, it's evident that consumers gravitate towards these products due to
their taste, quality, and widespread availability in kolkata. Amul has
maintained its position as a market leader in products like butter, cheese, and
dry milk by consistently offering high-quality products at competitive prices.

Conclusions:

The positive buying behavior observed among consumers highlights their

preference for Amul products. Taste, quality, and easy availability are key
factors influencing their purchasing decisions. As consumers become more
aware of Amul's diverse range of offerings such as chocolates, ice cream, milk
powder, butter, and milk, it's evident that Amul holds a dominant position in
the dairy industry. Therefore, this project concludes that consumer buying
behavior towards Amul products is favorable, indicating a strong presence and
acceptance of these products in kolkata city.

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