Professional Documents
Culture Documents
Submitted of Partial Fulfillment for the Degree of Masters of Business Administration (MBA -2013-2014)
INSTITUTE CERTIFICATE
COMPANY CERTIFICATE
ACKNOWLEDGEMENT
The making of this project has been a great experience for me on AMUL India Ltd. (Sales and Marketing) during partial fulfillment of my course.
I like to thank Mr. S.P. Srivastava , Sr. DGM (Marketing), Office-in charge, AMUL, Kanpur for give me an opportunity to do my training in their organization and helping me painstakingly.
I am thankful for providing me guidance Miss. Venus madan , MBA Faculty guide.
Last but not least I would also thankful to all AMUL family and retailers who helped me during my project work.
DECLARATION
The summer project on A STUDY OF MARKET SHARE & CONSUMER PERCEPTION REGARDING AMUL MILK & MILK PRODUCTS IN KANPUR is the original work done by me. This is the property of the institute and use of this report without prior permission of the Institute will be considered illegal and actionable.
DATE: PLACE:
TABLE OF CONTENT
Page Number
Introduction Objective Of The Study About The Topic Industry Profile Company Profile Financial Analysis of the Company Amuls Products Research Methodology Data Analysis and Interpretation Findings Suggestions Conclusion Limitations of the Study Appendices: 1) Questionnaire
1 4 6 8 15 24 28 38 41 66 68 71 73
75 79
13.
Bibliography
INTRODUCTION
INTRODUCTION
Marketing is a total system of business, an ongoing process of: 1. Discovering and translating consumer needs and desires into the products services (planning and producing the planned products). 2. Creating demand for this product and services (through promotion and pricing) 3. Serving the consumer demand through planned and physical distribution) with the help of marketing channels and then I turn. 4. Expanding the market even in the place of keen competition.
The modern marketer is called upon to set the marketing objectives, develop the marketing plan, organize the ,marketing function, implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. The marketing programme covers producer planning or merchandising, price, promotion and distribution. In short, modern marketing begins with the customer, not with production cost, sales, technological landmarks and it ends with the customer satisfaction and social wellbeing. Under the market- driven economy buyer or customer is the boss. Marketing has been viewed as an ongoing or dynamic process involving a set of interacting activities dealing with a market offering by producers to consumers on the basis of reliable marketing anticipation. Marketing is a matching process by which a process by which a producer provides a marketing mix that meets consumer demands of a target markets within the limits of society. The process is based on corporate goals and corporate capabilities. Marketing
process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange or a transaction takes when market offering is acceptable to the customer who is prepared to give something value I return against the product so bought.
when researcher was assigned the project first of all to understand the completely about the project what actually has to be done in the project. researcher understood the project in detail with the help of our faculty guide as well as our company guide and made a questionnaire for the collection of primary data. after approval of the questionnaire researcher started the primary data collection based on it. my target people was professional, House Wife, Student, high class salaried people, etc. after collecting the data from respondents then researcher started data analysis.
INDUSTRY PROFILE
INDUSTRY PROFILE
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million liters per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per liter of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 corers by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is
expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn.
India contributes to world milk production rise from 12-15 % & it will increase up to 3035% (year 2020)
(Million MTs)
2008-09 Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia 81 75 34 27 24 21 71 14 15 12 11 11 10 9
2010-11 (Approx.)
84.5 77 33 27 24 22 71 14 14 12 12 11 10 10
Year 1996-95 1997-98 1998-99 1999-2000 2000-2001 2001-2002 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Production in million MT 61.2 63.5 65.0 69.0 74.0 78.5 80.0 84.51 87.17 92.0 97.0 102.65 108.45 115.58 168.52
COMPANY PROFILE
50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses
A=
L=
Limited.
Milestone of Amul:
Name From Location Registration Registered Size Karia district co-operative milk producers ltd, widely known as Amul Co-operative sector registered under the co-operative society act Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India 14th December, 1946 Kaira district co-operative milk producers ltd, Anand -388 001. Gujarat Production of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. Plant There are 4 plants 1) Amul Plant 3) Mogar Plant Banker 2) Kanjari Plant 4) Khatraj Plant
1. The Kaire District Center Co-Operative Bank Ltd. 2. UTI bank 3. SBI 4. Bank of Baroda 5. Corporation bank 6. Bank of Maharashtra
Working Founders
10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel 2. Shri Sadar Vallabhbhi Patel 3. Shri Morarji Desai 4. Shri Verghese Kurien 5. Shri Harichand M. Dalaya
Amul (Anand milk union ltd.) is abased on four hands, which are coordinated with each other. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. o First hand is of farmers, without whom the organization would not have existed. o Second hand is of processors, who process the row material (milk) into finished goods. o Third hand is of marketer, without whom the product would have not reached the customers o Fourth hand is of customers, without whom the products would have not carried on.
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a cooperative organization's success in the long term. It is one of the best examples of cooperative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter
Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.
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:
Provide a support system to the milk producers without disturbing their agroeconomic systems
Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change.
Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment
Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations
Plough back the profits, 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 formulation, 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. The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.
Achievements \ 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.
GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
13 district cooperative milk producers' Members: Union No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattlefeed manufacturing Capacity: 2.7 million 13,141 10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day
Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakh which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.
AMULS PRODUCT
For Ghee Product Gopi Ghee Gayatri Ghee Krishna Ghee Abad Ghee Nestle
Amul Lite
Low fat, low Cholesterol Bread Spread
Kool Koko
A delight to Chocolate Lovers. Delicious Chocolate taste
Amul Calci+
Gouda Cheese
Cooking Butter
Mithai Mate
Sweetened Condensed Milk - Free flowing and smooth texture. White to creamy color with a pleasant taste.
Masti Dahi
Amul Shrikhand
A delicious treat, anytime.
Amul Chocolates
The perfect gift for someone you love.
Amul Lassee
Amul Basundi
RESEARCH METHODOLOGY
Research Methodology
METHODOLOGY The study is mainly concerned with behaviors of the customers satisfaction towards AMUL products and Milk products. Hence various data and methodology is considered in my report preparation. The main data sources are: PRIMARY DATA The primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.
TOOLS USED TO COLLECT THE PRIMARY DATA: The primary data is collected on the basis of survey method with the help of questionnaires, and interviews, personal observation, direct consultation with consumers and dealers. Both open and closed end questions are used in the questionnaire.
METHODS: The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.
SAMPLING UNIT: It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk and milk products are surveyed.
SAMPLE SIZE: It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn. SECONDARY DATA: The secondary data can be defined as data collected by son\me one else for purposes other than solving problem being investigation and previously meant for another purpose. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication.
Gender:
Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring to marketer because different gender exhibit different perception towards products. In classification of gender the following number is used to know their perception.
35 65 100
35 65 100
70 No of Respondents 60 50 40 30 20 10 0 Male 35
Male Female
Female
Interpretation:
35% of the respondents are male and 65% of the respondents are
female. From the above table we can conclude that, the majority of the respondents were belongs to female group.
Occupation:
Occupation is also influences a persons consumption pattern. A blue collar worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk products are purchased by various occupants. The following occupants of the respondents are classifies for the data collection.
80 65 No.of respondents 60 40 20 0 20
Business
10
Business Employee House wife
Employee
5
Others
OCCUPATION
Interpretation: 20% of the respondents are business, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group.
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 and Milk products.
Monthly income
No. of respondents
Percentage %
38 30 21 11 100
38 30 21 11 100
NO.OF RESPONDENTS
30 20 10 0
21 11
INCOME
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.
Purchasing Factor: Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influencing lot and influences positively. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products.
Analysis of Factors to Buy AMUL Milk and Milk Products Factors Quality Brand image Price Easy availability Others Total No. of Respondents 38 28 20 14 Nil 100 Percentage % 38 28 20 14 Nil 100
Factors
Interpretation: 38% of respondents buying AMUL Milk & Milk products for its Good Quality, 28% of respondents use for its Band Name,20% of its Price consideration, 14% of its easy availability of respondents buying AMUL Milk & Milk products.
What is the most important factor that matters while buying an Amul product?
Quality: Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliver marketing quality alongside production quality. This helps to company to attract more number of customers to their products. Hence I try to collect information related to quality of AMUL Milk & Milk products.
Opinion of the Respondents Regarding Quality Opinions Thickness Freshness Taste Others Total No. of Respondents 35 45 20 Nil 100 Percentage ( % ) 35 45 20 Nil 100
No. of Respondents
50 40 30 35
45
Interpretation: As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the respondents for Freshness, and 20% of respondents for Taste. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness.
Which configuration would you decide on while buying an Amul product Respondents Consumption Quality: Consumption quality is varying with various respondents. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. The data is collected to know the various consumption patterns.
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 Percentage (%) 70 10 20 100
80
No. of Respondents
70
60 40 20 0 20 10
1 Liter
2-4 Liter
Consumption
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.
Purchase Duration: Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. When consumer repeatedly purchases the product, it is understood that they are satisfied with the products. The following data show the various statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk & Milk Products Duration 6 Months 1-2 Years 3-4 Years More than 4 years Total No. of Respondents 05 15 20 60 100 Percentage (%) 05 15 20 60 100
60
No.of Respondents
60 20
40 20 0 5 15
Consumption
Interpretation: As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents from one to two years, 20 % of the respondents from three to four years, 60% of the respondents buying AMUL Milk & Milk products from more than four years. From the above table we can conclude that majority of the respondents consuming AMUL Milk & Milk products more than four years.
Are you satisfied with the quality of the product Opinion towards Products:
The behavior of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk & Milk products. Analysis of Rating towards AMUL Milk & Milk products Ratings Excellent Good Average Poor Total No. of Respondents 25 48 22 05 100 Percentage (%) 25 48 22 05 100
22
Good
Average Rating
Poor
Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality.
Common Complaints: A customer centered organization makes it ways for its customer to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not. Analysis of problems in Amul Milk Products Opinions Yes No Total No. of Respondents 10 90 100 Percentage (%) 10 90 100
90
No
Interpretation: Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority that the respondents are not having any problems in AMUL Milk & Milk products.
Purchasing Place: Purchase place is also important to know where users choose their purchase point. This helps to marketer to design various promotion and distribution programmes. The data is collected to know the various purchase place and availability.
Analysis of Availability of Products from Dealers Easily Available No. of Respondents Percentage (%)
Yes
95
95
No
05
05
Total
100
100
No.of Respondetns
100
50 5 0 Yes
Opinions
No
Interpretation: 95% of the respondents said that they are getting AMUL Milk & Milk products easily. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers.
Value for the Money: Consumers always think while paying price to the products such as how much we are paying towards products and how much we are getting. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products.
Analysis of Value for Money Paid by the Respondents Response Yes No Total No. of Respondents 96 04 100 Percentage (%) 96 04 100
No. of Respondents
80 60 40 20 0 Yes No 4
Responce
Interpretation: 96% of the respondents feel that they get the value for money they paid. Only 04% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.
Influence to Others to Buy Products: Post experience & benefits will help organization in obtaining the additional sale. In this connection feedback its act as an influence to others to adopt the product the user survey has conducted to identify what an extent user recommends to others. The data has been extracted & it is as follows. Analysis of Recommendations Recommended Yes No Total No. of Respondents 95 05 100 Percentage (%) 95 05 100
Analysis of Recommendations
100
No.of Respondents
95
80 60
40
20 0 Yes
opinions
5 No
FINDINGS
FINDINGS
This chapter is including in my survey findings, suggestions and conclusions of my study. First I would like to present my survey findings. The main findings of my survey are as follows: 1. It is findings in the survey that females are the main decision maker for the milk and milk products. As per the data, 65% of female and 35% of male makes purchase decision. 2. Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee, farmers, etc for the Amul Milk & Milk products. 3. Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk products. As per the data, 79% of the respondents income is under this group. 4. The main purchasing factors for the Amul Milk & Milk products are Quality and Brand image. The data reveals that 42% influences on Quality and 32% influenced for the Brand. 5. 88% of the total respondents are using product since from a long time. The majority of the respondents are using Amul Milk & Milk products from more than 3 years. 6. Overall opinion of the product performance data reveals that Amul product satisfies 70% of the respondent and 30% respondents opinion is average. 7. It is found in the survey that 32% of the total respondents are dissatisfied on dealers services.
SUGGESTIONS
SUGGESTIONS
1. Milk and milk product purchase decisions are more decided by women rather than
male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing the marketing strategy, because womens role in the house is dominant, even in the various decisions.
2. Occupation of the user influences the purchase decisions. The particular occupation
plays a vital role in deciding the product or services. Women segment are influencing more on milk and milk products. Therefore, an occupation is the factor influencing the product.
3. Income of the people decides the purchasing power. The high income prefers to
purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to capture market and position themselves in the minds of the customer with required quality and quality milk and milk products.
4. Quality and Brand Image plays a dominant role. Milk and milk products move in the
market due to its quality and brand. Therefore it should maintain the same.
5. Since Amul is having loyal customer it should concentrate more on this factor
through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Amul products.
6. As only 30% of the total respondents are dissatisfied which is quite a large percentage
and this may influence negatively and increase the rate of switch over. Hence I suggest management to concentrate on few product quality, shelf life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a greater extent.
7. Milk and milk product are having high demand and it is considered as a very essential
products. In present practice, purchase of milk and milk products is through dealers. In this connection dealers approach towards the product.
8. Customer is influential, hence I suggest Amul to look after the dealers issue with due
care.
9. When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if the quality and attributes are fine tuned according to the needs will help the Amul to get reputation and addition market.
10. Introduction of various economic products lies may help Amul to attract the existing
and new customers and may attract all income level groups. Hence I suggest management to introduce new product line which can satisfy the entire group.
CONCLUSIONS
Conclusions
From the survey conducted it is observed that Amul milk and Milk products has a good market share. From the study conducted the following conclusions can be drawn. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and easy availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk and Milk products because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk & Milk products because of high price, lack of dealer services, spoilage and low shelf life etc. therefore, if slight modification in the marketing programme such as dealers and outlets, promotion programmers, product lines etc., definitely company can be as a monopoly and strong market leader. Amul has also to take care of its competitors into consideration and more importantly its customers before making any move.
1. Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Anand, Baroda, and Vidhyanagar & at some small village. 2. Sample size of the study is restricted to 100 customers only. 3. Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically. 4. Time is the one constraint of the survey.
QUESTIONNAIRE
1.
personal profile:
A. Name: B. Address:
C:
Sex:
Male: [
Female [
G:
Age:
E:
2.
3.
What is the most important factor that matters while buying an Amul product? a. Quality: [ ] b. Price: [ ] c. Service: [ ]
4.
a. By friends/family: [
b. Direct mailers:
c. Press Ads:
d. Reference website: [
e. T.V. Ads:
5.
Which configuration would you decide on while buying an Amul product? a. Intermediaries: [ ] b. Standard: [ ]
c. Latest / Advanced: [
6.
a. Yes: [
b. No: [
7.
Do you think the price of Amul product is high / low compared to competitors product? a. Very good: [ ] b. High: [ ]
c. Average:
d. Same: [
8.
a. Daily:
b. Monthly:
c. Weekly: [
d. Occasionally: [
9.
a. Outstanding: [
b. excellent: [
c. Good:
d. Average: [
10.
a. Yes: [
b. No: [
Date: Place:
BIBLIOGRAPHY
BIBLIOGRAPHY
Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall Of India Private Limited, New Delhi.
Marketing Research:
Periodical:
Research Methodology: