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Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk. B. OBJECTIVES OF THE STUDY This project is based on consumer satisfaction towards Amul Milk in Anand. Objectives of study are; 1. To know the customer behavior and to identify the level of customer satisfaction towards Amul 2. To offer pragmatic suggestion for growth and development of Amul milk. 3. To know the various marketing mix that influence the customer behavior.
C. SCOPE OF THE STUDY Customer satisfaction is an important element in the marketing activity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. These factors are,
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INFORMATION REQUIREMENTS: First , i had to know about all the competitors present in the market of amul milk segments(reputed and well established brands as well as local milk) Before going to survey i had to know comparative pack and price of all the competitors existing in the market I had to know specify different milk pouches of AMUL. I have to gather information of the all places where amul milk is used in public place.( Tea Stall, Hotel, Restaurant)
TOOLS OF DATA COLLECTION: Decide Research Methods For Collecting Data: If it is for that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are sample observation . EXPERIMENTATION Survey method- in this method , information gathered directly from individual respondents, either through personnel interviews or through mail quesnnaires or telephone interviews. Observation method-the research data are gathered through observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique.
EXPERIMENTAL METHOD :
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SAMPLING
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35 65 100
35 65 100
Interpretation:
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Occupation:
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Analysis of Occupation of the Respondents Occupation No. of. respondents Percentage % Business Employee House wife Others Total 20 10 65 05 100 20 10 65 05 100
Interpretation:
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80
No.of respondents
65
60
40 20 0 20 10 5
Business Employee House wife Others
OCCUPATION
Income: Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Milk.
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38 30 21 11 100
38 30 21 11 100
Interpretation: As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondents monthly income group of below 5000 and more than 5000 to 10000.
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Analysis of Consumption of Average Milk per Day Consumption 1 Liter 2-4 Liter More than 4 Liters Total No. of Respondents 70 10 20 100 Sources: Primary Data Percentage (%) 70 10 20 100
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80
No. of Respondents
70
Interpretation: 70% of the respondents are consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 20% of the respondents are consuming more than four liters per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.
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Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. of Respondents 35 45 20 Nil 100 Sources: Primary Data Percentage ( % ) 35 45 20 Nil 100
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No. of Respondents
Interpretation: 25% of the respondents rated that AMUL Milk is Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk is Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk is of Good Quality.
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Analysis of Rating towards Amul Milk 50 No.of Respondents 40 30 20 10 0 Excellent Good Average Poor 5 25 48
22
Rating
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WEBSITES: http://www.google.com http://en.wikipedia.org/wiki/Amul http://business.mapsofindia.com/sectors/manufacturing/amul.html http://www.uniquefragrances.com/Amul.html http://www.managementparadise.com/forums/management-cooperatives/205891-amul-s-product-range.html http://www.poulvet.com/directory/profile.php?addrid=6585 http://www.amuldairy.com/index.php?option=com_content&view=article&id=75 &Itemid=83 http://www.moneycontrol.com/news-topic/kaira-district-co-operative-milkproducers-union-limited/ http://www.linkedin.com/19875255/Amul-Dairy-Mumbai-A-Unit-of-Kaira-DistrictCo-op-Milk-Producers-Union-Ltd-Anand
BOOKS: MALHOTRA K. NARESH, Research Methodology -4TH Edition Page no : 7-10,72-78,321-323. PHILIP KOTLER, MARKETING MANAGEMENT, 13TH Edition Pearson Publication, Page no: 6-8,200-207
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2. What is the most important factor that matters while buying an Amul milk ? Quality 3. Do you like packets of amul milk? Yes No Price
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5. Do you think that price of Amul milk is better than competitors product? Excellent Average 6. How often do you buy Amul milk? Daily Weekly Monthly Occassionally good poor
7. Do you think the various schemes/promotional activates are affect to purchase of amul milk ? Yes No
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