SUMMER TRAINING REPORT ON CONSUMER BEHAVIOR & SATISFACTION FOR

GUJRAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. BY ROHAN ROY SAMUEL

Submitted in partial fulfilment of the requirement for the award of Post Graduate Diploma in Management. 2008-2009

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'MP&)*

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This is to certify that Mr. ROHAN ROY SAMUEL of DSM has successfully completed the summer trai i ! i partial fulfilme t of re"uireme t for the a#ard of PGDM Degree prescri$ed $y the % stitute. This report is the record of authe tic #or& carried out $y the stude t duri ! the academic year '(() *'((+.

Prof. VIBHUTI JHA (Internal Guide) Management)

Prof. N. H. D !"#$%& Vice-President (Faculty of

D! +&"&#$')

%, Roha Roy Samuel here$y declare that this report is the record of authe tic #or& carried out $y me duri ! the academic year '(()*'((+ i Amul -.u/rat co*operati0e Mil& Mar&eti ! 1ederatio 2

.u/arat 3o*operati0e Mil& Mar&eti ! 1ederatio .udiyari Raipur -3...2

( Signature of the student

( Rohan Roy Samuel )

& ,)'-+!DG!M!)#
4ith imme se pleasure, % #ould li&e to prese t this pro/ect report for &M.+ /G.0"&# '-'P!"&#$1! M$+, M&",!#$)G %!D!"%&#$') . %t has $ee a e richi ! e5perie ce for me to u der!o my summer trai i ! at AMUL, #hich #ould ot ha0e possi$le #ithout the !ood#ill a d support of the people arou d. As a stude t of D$S(& S (''+ '% M&)&G!M!)# % #ould li&e to e5press my si cere tha &s to all those #ho helped me duri ! my practical trai i ! pro!ramme. 4ords are i sufficie t to e5press my !ratitude to#ard Mr. 1en2at "am, the Depo % char!e of &M.+ "aipur. % #ould li&e to !i0e my heartily tha &s to Mr. Sourabh "a34anshi Sr. E5ecuti0e Sales, #ho permitted me to !et trai i ! at &M.+. % am 0ery tha &ful to Mr. 5. "ohit , #ho helped me at e0ery step #he e0er eeded. At last $ut ot least my !rateful tha &s is also e5te ded to Prof. )itin Deshpande -6ice 7reside t 1aculty of Ma a!eme t2 a d my tha &s to all my faculty mem$ers for the proper !uida ce a d assista ce e5te ded $y them. % am also !rateful to my pare ts, frie d to e coura!e 8 !i0i ! me moral support. Ho#e0er, % accept the sole respo si$ility for a y possi$le error of omissio a d #ould $e e5tremely !rateful to the readers of this pro/ect report if they $ri ! such mista&es to my otice.

Date6 Pla:e6

70#( Ma89 2009 "&$P." ; .G.<

"'(&) "'* S&M.!+ PGDM >th trimester

Duration6 =S# &pril to 70th Ma89 2009

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#$#+! E5ecuti0e Summary

9.

.e eral % troductio % troductio 8 History 7rofile of the % dustry 7roduct 7rofile 9' 9+ ':

'.

A$out the Topic 3o sumer ;eha0iour 3o sumer Satisfactio '<*'= ') :(*:> :<*>9 >'*<=

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Mar&eti ! Research Research Methodolo!y Data A alysis A d % terpretatio

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1i di !s, Su!!estio 8 3o clusio S4OT A alysis A e5ure@ a2 ;i$lio!raphy 8 4e$lio!raphy $2 Auestio aire

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+$S# '% #(! #&5+!

#able no. <.9 <.' <.: <.> <.<

ontents 3lassificatio of 3ustomers ;ased O Se5 A alysis of Occupatio of the Respo de ts A alysis of Mo thly % come of the Respo de ts A alysis of 1actors to ;uy Amul Mil& A alysis of 3o sumptio Mil& per Day of A0era!e

Page no. >: >< >? >) >+

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A alysis of 7urchase Duratio of Amul mil&

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<.=

A alysis of Rati ! To#ards AMUL Mil& 8 Mil& products

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A alysis of 6alue for Mo ey 7aid $y the Respo de ts A alysis of Recomme datio s

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Graph no. <.9 <.' <.: <.> <.<

ontents 3lassificatio of 3ustomers ;ased O Se5 A alysis of Occupatio of the Respo de ts A alysis of Mo thly % come of the Respo de ts A alysis of 1actors to ;uy Amul Mil& A alysis of 3o sumptio Mil& per Day of A0era!e

Page no. >> >< >= >) <(

<.?

A alysis of 7urchase Duratio of Amul Mil&

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<.= <.) <.+

A alysis of Rati ! To#ards Amul mil& A alysis of 6alue for Mo ey 7aid $y the Respo de ts A alysis of Recomme datio s

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P"!%& !

Today the $usi ess e 0iro me t is rapidly cha !i ! i

this competiti0e

e 0iro me t the popular tre d is also stri0i ! for mai tai i ! its positio s therefore it $ecome esse tial for the compa ies that they should & o# a$out their prefere ce 8 taste. Re!ardi ! a particular product it is of almost ecessary to & o# the co sumers satisfactio to the 0alue offered $y the compa y i case of dissatisfactory result it is esse tial to as certai #hether the dissatisfactio is for e tire product or part of it is a d #hat 0alue do the co sumers e5pect from itB The research #ill pro0ide the rele0a t i formatio to the or!a iCatio a$out co sumerDs attitude to#ards there products 8 ser0ices. The research #or& is si cere effort to fi d out the ultimate re"uireme t of co sumers for the $etterme t of research as #ell as the or!a iCatio .

!?! .#$1! S.MM&"*

The mai o$/ecti0e of summer trai i ! #as !i0e $y the Ma a!eme t of Amul. The o$/ecti0e #as E3ONSUMER ;EHA6%OR 8 SAT%S1A3T%ON.F % started my summer trai i ! o 9st of April. A d duri ! summer trai i ! % had to report at the or!a iCatio at sharp 9(@:(am a d #as as&ed to #or& till ?@:( pm. 1irst 9< days % spe t o 0arious mar&eti ! acti0ities li&e % had 0isited ear a$out :<( retail shops to & o# there 0ie# 8 co sumer $eha0iour to#ards Amul Mil&. A d also collects detail a$out the competitors there offers 8 profit mar!i . After that e5t fe# days % #e t #ith distri$utors early i the mor i ! <@(( am to & o# ho# distri$utio cha el #or&s. aire a sample siCe of 9(( respo de ts #as

A d the at last % #or&ed #ith "uestio

ta&e for the study #hose respo ses #ere studied a d i terpreted .The sampli ! desi! #as used co 0e ie ce sampli !. The process of a alysis #as do e throu!h e5cel #or& sheets, fre"ue cy ta$le, perce ta!e a alysis etc. Duri ! the preparatio of "uestio had o time to !i0e. There is o e thi ! that % ha0e fou d that the peoples #or&i ! at AMUL are 0ery much helpful i all areas. E0ery time they come to me a d told me that they are a0aila$le at a y time for me for a ythi !, #hich really $oost me a d moti0ates me to#ards my !oal a d o$/ecti0es. The culture of AMUL is 0ery much frie dly. % completed my pro/ect o :(th th of May 8 duri ! the pro/ect % ha0e achie0ed my all o$/ecti0es of my pro/ect. aire % faced difficulties re!ardi ! the selectio of

"uestio s a d i collectio of the data % fou d some difficulties li&e the customers

(&P#!"-= $)#"'D. #$') &)D ($S#'"*

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% the year =9>@ the first mil& u io #as esta$lished. This u io #as started #ith '<( liters of mil& per day. % the year =9AA AMUL #as esta$lished. % the year 9+>? the u io #as & o# as ,&$"& D$S#"$ # '-'P!"&#$1! M$+, P"'D. !"SB .)$'). This u io selected the $ra d ame AMUL i 9+<<. The $ra d ame Amul mea s /&M.+*&C . #his word deri4ed form the Sans2rit word /&M.+*&C whi:h means /P"$ !+!SSC. A "uality co trol e5pert i A a d had su!!ested the $ra d ame EAMULF. Amul products ha0e $ee i use i millio s of homes si ce 9+>?. Amul ;utter, Amul Mil& 7o#der, Amul .hee, Amulspray, Amul 3heese, Amul 3hocolates, Amul Shri&ha d, Amul %ce cream, Nutramul, Amul Mil& a d Amulya ha0e made Amul a leadi ! food $ra d i % dia. 1

-The total sale is Rs. ? $illio i '((<2. Today Amul is a sym$ol of ma y thi !s li&e of the hi!h*"uality products sold at reaso a$le prices, of the !e esis of a 0ast co* operati0e et#or&, of the triumph of i di!e ous tech olo!y, of the mar&eti ! sa00y of a farmersG or!a iCatio . A d ha0e a pro0e model for dairy de0elopme t -.e erally & o# as /&)&)D P&##!")C2. % the early >(Ds, the mai sources of ear i ! for the farmers of Haira district #ere farmi ! a d selli ! of mil&. That time there #as hi!h dema d for mil& i ;om$ay. The mai supplier of the mil& #as Polson dair8 limited, #hich #as a This system leads to e5ploitatio of poor a d illiteratesD pri0ately o# ed compa y a d held mo opoly o0er the supply of mil& at 5omba8 from the Haira district. farmers $y the pri0ate traders. The traders used to $eside the prices of mil& a d the farmers #ere forced to accept it #ithout utteri ! a si !le #ord. Ho#e0er, #he the e5ploitatio $ecame i tolera$le, the farmers #ere frustrated. They collecti0ely appealed to Sardar 1allabhbhai Patel, #ho #as a leadi ! acti0ist i the freedom mo0eme t. Sardar 7atel ad0ised the farmers to sell the mil& o their o# $y esta$lishi ! a co*operati0e u io , % stead of supplyi ! mil& to pri0ate traders. Sardar 7atel se t the farmers to Shri Morar3i Desai i order to !ai his co*operatio a d help. Shri Desai held a meeti ! at Samar2ha 0illa!e ear A a d, o >th 0anuar8 =9>@. He ad0ised the farmers to form a society for collectio of the mil&.

These 0illa!e societies #ould collect the mil& themsel0es a d #ould decide the prices at #hich they ca sell the mil&. The district u io #as also form to collect the

mil& from such 0illa!e co*operati0e societies a d to sell them. %t #as also resol0ed that the .o0er me t should $e as&ed to $uy mil& from the u io . Ho#e0er, the !o0t. did ot seem to help farmers $y a y mea s. %t !a0e the e!ati0e respo se $y tur i ! do# the dema d for the mil&. To respo d to this actio of !o0t., the farmers of ,aira distri:t #e t o a mil& stri&e. 1or 9< #hole days ot a si !le drop of mil& #as sold to the traders. As a result the ;om$ay mil& scheme #as se0erely affected. The mil& commissio er of ;om$ay the farmers dema d. Thus their cooperati0e u io s #ere forced at the 0illa!e a d district le0el to collect a d sell mil& o a cooperati0e $asis, #ithout the i ter0e tio of .o0er me t. Mr. 1erghese ,urien sho#ed mai i terest i esta$lishi ! u io #ho #as supported $y Shri #ribhu4andas Patel #ho lead the farmers i formi ! the 3o* 0isited A a d to assess the situatio . Ha0i ! seemed the co ditio , he decided to fulfill the

operati0e u io s at the 0illa!e le0el. The Haira district mil& producers u io #as thus esta$lished i &)&)D a d #as re!istered formally o =>th De:ember =9>@. Si ce farmers sold all the mil& i A a d throu!h a co*operati0e u io , it #as commo ly resol0ed to sell the mil& u der the $ra d ame &M.+.

At the i itial sta!e o ly 2A0 litres of mil& #as collected e0eryday. ;ut #ith the !ro#i ! a#are ess of the $e efits of the cooperati0e ess, the collectio of mil& i creased. Today Amul collect == la2hs litres of mil& e0eryday. Si ce mil& #as a perisha$le commodity it $ecomes difficult to preser0e mil& flora lo !er period. ;esides #he the mil& #as to $e collected from the far places, there #as a fear of spoili ! of mil&. To o0ercome this pro$lem the u io thou!ht out to de0elop the chilli ! u it at 0arious /u ctio s, #hich #ould collect the mil& a d could chill it, so as to preser0e it for a lo !er period. Thus, today Amul has more tha =A0 :hilling :entres i 0arious 0illa!es. Mil& is collected from almost =0D7 so:ieties. 4ith the fi a cial help from .)$ !%, assista ce from the !o0t. of Ne# Ieala d u der the 3olom$o pla , of Rs. <( millio s for factory to ma ufacture mil& po#der a d $utter #as pla fou datio o ed. Dr."a3endra Prasad, the preside t of % dia laid the )o4ember =A9 =9A>. Shri Pandit 0awaharlal )ehru, the prime

mi ister of % dia declared it ope at Amul dairy o )o4ember 209 =9AA.

& ($!1!M!)#S6
&mul 6 AsiaDs lar!est dairy co*operati0e #as created #ay $ac& i 9+>? to ma&e the mil& producer self*relia t a d co duct mil&* $usi ess #ith pride. Amul has al#ays $ee the tre d setter i $ri !i ! a d adapti ! the most moder tech olo!y to door steps to rural farmers. Amul created history i follo#i ! areas@

a< 1irst self moti0ated a d auto omous farmers or!a iCatio comprisi ! of more tha <(((((( mar!i al mil& producers of Haira District. b< 3reated Dairy co*operati0es at 0illa!e le0el fu ctio i ! #ith mil& collectio ce tres o# ed $y them. :< 3omputeriCed mil& collectio system #ith electro ic scale a d computeriCed accou ti ! system. d< The first a d o ly or!a iCatio i #orld to !et %SO +((( sta dard for its farmers co*operati0es. e< 1irst to produce mil& from po#der from surplus mil&. Amul is the li0e e5ample of ho# co*operatio amo !st the poor mar!i al farmers ca pro0ide mea s for the socio*eco omic de0elopme t of the u der pri0ile!ed mar!i al farmers

&-&"DS6
Amul a co*operati0e society a d its co*operatio has led ma y differe t a#ards i its fa0or. Ma!saysay a#ard for commu ity leadership prese ted i ma ila,

7hilippi es to Shri Tri$hu0a das 7atel, Shri D N Hhurody a d Shri 6. Hurie 9+@>6 E7adma$husa F a#ard !i0e to Shri T.H. 7atel 9+@A6 E7admshri a#arded #as !i0e to 6. Hurie , !e eral ma a!er, $y the preside t of % dia 9+8D6 E;est 7roducti0ityF a#arded $y atio al producti0ity cou cil for the year 9+)<*)? a#arded to Amul dairy. 9+886 E;est 7roducti0ityF a#arded for the seco d successi0e year 9+)?*)= $y the preside t of % dia, Mr. R. 6e &atrao to &aira u io . 9+97@ E%3AF Meme oto to#ards !e ui e a d self sustai i ! co* operati0e #orld#ide %3A re!io al office for Asia a d pacific, Ne# Delhi, 9++?. 9+99@ ..;.;irla a#ard.

Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certi icate and e ects are got to o!tain ISO 1"000#

&mul in abroad6
Amul is !oi ! places. Literally. After ha0i ! esta$lished its prese ce i 3hi a, Mauritius a d Ho ! Ho !, .u/arat 3ooperati0e Mil& Mar&eti ! 1ederatio -.3MM12, % dias lar!est mil& cooperati0e, is #aiti ! to flood the Japa ese mar&et. The , .3MM1 is also loo&i ! at Sri La &a as o e of its e5t e5port desti atio s. Amul products are already a0aila$le o shel0es across se0eral cou tries, i cludi ! the US, 3hi a, Australia, 4est Asia cou tries a d Africa. .3MM1 recorded a tur o0er of Rs ',+'' crore last fiscal. %ts products i clude pouch mil&, ultra heat treated -UHT2 mil&, ice*cream, $utter, cheese a d $uttermil&.

P!'P+! P'-!"6 &M.+ES S! "!# '% S.

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The system succeeded mai ly $ecause it pro0ides a assured mar&et at remu erati0e prices for producersG mil& $esides acti ! as a cha el to mar&et the productio e ha ceme t pac&a!e. 4hatGs more, it does ot distur$ the a!ro*system of the farmers. %t also e a$les the co sumer a access to hi!h "uality mil& a d mil&

products. 3o trary to the traditio al system, #he

the profit of the $usi ess #as

cor ered $y the middleme , the system e sured that the profit !oes to the participa ts for their socio*eco omic upliftme t a d commo !ood. Loo&i ! $ac& o the path tra0ersed $y Amul, the follo#i ! features ma&e it a patter a d model for emulatio else#here.

&mul has been able to6 7roduce a appropriate $le d of the policy ma&ers farmers $oard of ma a!eme t a d the professio als@ each !roup appreciati ! its rotes a d limitatio s, ;ri ! at the comma d of the rural mil& producers the $est of the tech olo!y a d har ess its fruit for $etterme t. 7ro0ide a support system to the mil& producers #ithout distur$i ! their a!ro*eco omic systems, 7lou!h $ac& the profits, $y prude t use of me , material a d machi es, i the rural sector for the commo !ood a d $etterme t of the mem$er producers a d

The U io loo&s after policy formulatio , processi ! a d mar&eti ! of mil&, pro0isio i semi atio of tech ical i puts to e ha ce mil& yield of a imals, the artificial ser0ice, 0eteri ary care, $etter feeds a d the li&e * all throu!h the

0illa!e societies. ;asically the u io a d cooperatio of people $rou!ht Amul i to fame i.e. &M.+ ;&)&)D M$+, .)$') +$M$#!D< , a #&S#! '% $)D$&. ame #hich su!!est #(!

Plants6
%irst pla t is at &)&)D , #hich e !a!ed i the ma ufacturi ! of mil&, $utter, !hee, mil& po#der, fla0oured mil& a d $uttermil&.

Se:ond pla t is at M'G&", #hich e !a!ed i ma ufacturi ! chocolate, utramul, Amul .a thia a d Amul lite.

#hird pla t is at ,an3ari, #hich produces cattelfeed.

%ourth pla t is at ,hatra3, #hich e !a!ed i produci ! cheese.

Today, twel4e dairies are produci ! differe t products u der the $ra d ame Amul. Today Amul dairy is no. = dairy i &sia a d no. 2 i the world, #hich is matter of proud for .u/arat a d #hole % dia.

P"'D. # P"'%$+!6-

S.)o. 9. '. :.

)&M! TaCaa Slim 8 Trim .old

#*P! To ed Mil& Dou$le To ed Mil& 1ull 3ream Mil&

%&# :.(K mi . 9.<K mi . ?K mi .

S'+$D )&#."&+ %&#S ).<K mi . +K mi . +K mi .

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1

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%t is defi ed as all psycholo!ical, social a d physical $eha0ior of pote tial customers as they $ecome a#are, e0aluate, purchase, co sume, a d tell to others a$out product a d ser0ices. ;uyi ! $eha0ior i 0ol0es $oth i di0idual - psycholo!ical2 a d !roup process. o ;uyer $eha0ior is reflected from a#are ess ri!ht throu!h post purchase e0aluatio i dicati ! satisfactio a d o satisfactio , from purchaser o ;uyer $eha0ior i cludes commu icatio , purchasi ! a d co sumptio $eha0ior o 3o sumer $eha0ior is $asically social i ature he ce the social

factors play importa t roles i shapi ! $uyi ! $eha0ior

o ;uyer $eha0ior i cludes $oth customer a d i dustrial $eha0ior.

/(en:e :onsumer beha4ior is an orderl8 pro:ess whereb8 the :onsumer intera:ts with the en4ironment for ma2ing a pur:hase de:ision on produ:ts E

')S.M!" 5!(&1$'" &)D M&",!#$)G M&)&G!M!)#

Mar&eti ! ma a!eme ts #or& arou d co sumers #hich is actually the mar&et for them U dersta di ! their $eha0ior is 0ery 0ital i e0ery se!me t to pla mar&eti ! acti0ities accordi !ly. ;oth i dustrial a d i di0idual customers are 0ital i mar&eti ! ma a!eme t

D$1!"S$#* '% ')S.M!" 5!(&1$'"6 customer a d co sumer #ords are referred as sy o yms $ut differe ce e5ists customer * the purchaser of product or ser0ice , may or may ot $e the e d user co sumer* the e d user , may or may ot $e the purchaser e# a!e of $usi ess dema ds differe tiatio of customers $y i di0idual differe ces i co sumer e5pectatio s, prefere ces a d i flue ces. the

1irms eed to !o i to deep of co sumer $eha0ior to a alyCe a d act to achie0e o$/ecti0es

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')S.M!" 5!(&1$'"6-

3o sumer $eha0ior ca $e said to $e the study of ho# i di0idual ma&e decisio o ho# to spe d their a0aila$le resources -time, mo ey, effort2 o 0arious co sumptio related items. This simple defi itio specially focusi ! o @ 4ho $uys products or ser0icesB Ho# do they $uy products or ser0icesB 4here do they $uy themB Ho# ofte they $uy themB 4hy do they $uy themB Ho# ofte they use themB of co sumer $eha0ior tells the mar&ets to resol0e e0ery acti0ity arou d the ultimate co sumers 8 !au!e their $eha0ior $y

These "uestio s #ill help i

u dersta di ! $etter #hat factors i flue ces the

decisio ma&i ! process of the customers. The decisio ma&i ! process ide tifies the um$er of people #ho are i 0ol0e i this process 8 descri$es a role to them li&e users, decides, i flue ces 8 $uyers. %t is $elie0ed that co sumers or customers ma&e purchase decisio o the $asis of receipt of a small um$er of selecti0ity chose pieces of i formatio . Thus it #ill $e 0ery importa t to u dersta d #hat 8 ho# mush them to e0aluate the !oods 8 ser0ices offeri !s.

')S.M!" D! $S$') M&,$)G P"' !SS6 Stimuli* eed, reaso s, i flue ces, !atheri ! i formatio % formatio processi !* process , a alyCe i formatio a$out product Decisio ma&i ! * o the $asis of a alysis , decisio Respo se* respo se to $uy #ithout a y pre/udice 1or i dustrial $uyers the process is almost similar o ly #ith additio of re* $uy, modified re $uy or e# tas&. 1 to !o for

%& #'" $)%+.!) $)G 5.*$)G 5!(&1$'" 6 % di0idual factors

3o! iti0e thi &i ! process L perceptio , attitudes , NeedsMmoti0es 7erso al characteristics L demo!raphy, lifestyles ,perso al traits E 0iro me tal factors 3ulture* 0alues ,$eliefs, su$ cultural M cross cultural factors Social class* social class , society % flue ce !roups L family, opi io leaders, refere ce !roup Situatio al 0aria$les L purchase occasio , mar&et commu icatio ,

shoppi ! $eha0ior, price , sales i flue ce , product positio

')S.M!" S&#$S%& #$')$-

All $usi ess firms ha0e realiCed that mar&eti ! is a core eleme t of ma a!eme t philosophy 8 the &ey to its success lies i focusi ! more 8 more o the customers. That is, it #ill $e the customer #ho #ill decide #here the firm is headi !. Thus the challe !e $efore the mar&eter is to e sure that they should satisfy e0ery customer.

Satisfactio is a importa t eleme t i the e0aluati ! sta!e. Satisfactio refers to the $uyers state of $ei ! ade"uately re#arded i a $uyi ! situatio for the sacrifices he has made o e the customer purchase 8 use the product they may the either satisfy or dissatisfied. $ecome

The result of satisfactio to customer form the purchase of the product or ser0ices is that more fa0oura$le post*purchase attitude, hi!her purchase i te tio 8 $ra d loyalty to $e e5hi$ited that the same $eha0ior is li&ely to $e e5hi$ited i a similar purchasi ! situatio . The term Nco sumerD is a typically used to refer to someo e #ho re!ularly purchase from a particular store or compa y.

3ustomers are people #ho are happy #ith the product 8 ser0ices 8 are #illi ! to come $ac& 8 pay for it a!ai .

Today the firms aim to !i0e satisfactio to the customer throu!h mar&eti ! co cepts. The firm try to help the $uyers i the sol0i ! the pro$lem the competitors. The mar&eters must see that co sumers #ith purchasi ! po#er co stitute a pote tials $uyers are ide tified. %t is esse tial for the mar&eter to carry out the $usi ess i such a #ay that they !i0e satisfactio ma5imiCatio . to co sumers eeded. 4he a firm mar&ets a 8 profit product or ser0ice it should aim to e /oy co sumerDs satisfactio

')S.M!" "!S!&" (63o sumer research is the methodolo!y used to study co sumer $eha0ior research offer set di0erse to ide tify co sumer eeds it is used to ide tify $oth felt 8 u felt eeds, to lear ho# co sumers. 7ercei0e product 8 $ra d 8 stores. 4hat their attitudes are $efore a d after promotio al campai! s 8 ho# 8 #hy they ma&e their co sumptio decisio .

(&P#!"-7

M&",!#$)G "!S!&" (

M&",!#$)G "!S!&" (6Mar&eti ! research plays a importa t role i the process of mar&eti !. Starti ! #ith mar&et compo e t of the total mar&eti ! tal&s. %t helps the firm to ac"uire a $etter u dersta di ! of the co sumers, the competitio a d the mar&eti ! e 0iro me t.

D!%$)$#$')
EMar&eti ! research is a systematic !atheri !, recordi ! a d a alysis mar&eti ! pro$lem to facilitate decisio ma&i !.F * 3ou diff 8 Still.

EMar&eti ! research is a systematic pro$lem a alysis, model $uildi ! a d fact fi di ! for the purpose of importa t decisio ma&i ! a d co trol i the mar&eti ! of !oods a d ser0ices. * 7hillip Hotler.

M&$) S#!PS $)1'+1!D $) M&",!#$)G "!S!&" (

Defi i ! the Mar&eti ! 7ro$lem to $e tac&led a d ide tifyi ! the mar&et research pro$lem i 0ol0ed i the tas&.

-92 Defi e the pro$lem a d its o$/ecti0es. -'2 %de tify the pro$lem. -:2 Determi e the i formatio -<2 Decide research methods. -?2 Ta$ulate, A alyCe a d i terpret the data. -=2 7repare research report. -)2 1ollo#*up the study. eeded. ->2 Determi e the sources of i formatio .

=< Define the problem and its ob3e:ti4es 6- This i cludes a effecti0e /o$ i
pla i ! a d desi! i ! a research pro/ect that #ill pro0ide the eeded i formatio . %t also i cludes the esta$lishme t of a !e eral frame#or& of ma/or mar&eti ! eleme ts such as the i dustry eleme ts, competiti0e eleme ts, mar&eti ! eleme ts a d compa y eleme ts.

2<$dentif8 the problem 6- %de tifyi ! the pro$lem i 0ol0es !etti ! ac"uai ted
#ith the compa y, its $usi ess, its products a d mar&et e 0iro me t, ad0ertisi ! $y mea s of li$rary co sultatio a d e5te si0e i ter0ie#i ! of compa yDs officials.

7<Determining the spe:ifi: $nformation needed 6- % !e eral the producer,

the ma ufacturer, the #holesaler a d the retailer try to fi d out four thi !s amely @* -92 -'2 -:2 4hat to sell 4he to sell 4here to sell

>< Determine the sour:es of information 6Primar8 Data 6- 7rimary datas are those #hich are !athered
specially for the pro/ect at ha d, directly L e.!. throu!h "uestio aires 8 i ter0ie#s. 7rimary data sources i clude compa y salesma , middlema , co sumers, $uyers, trade associatio Ds e5ecuti0es 8 other $usi essma 8 e0e competitors.

Se:ondar8 Data 6- These are !e erally pu$lished sources, #hich

ha0e $ee collected ori!i ally for some other purpose. Source are i ter al compa y records, !o0er me t pu$licatio , reports 8 pu$licatio , reports 8 /our als, trade, professio al a d $usi ess associatio s pu$licatio s 8

reports.

A< De:ide "esear:h methods for :olle:ting data6 - %f it is fou d that the seco dary data ca ot $e of much use, collectio of primary data $ecome ecessary. Three #idely used methods of !atheri ! primary data are @* A2 Sur0ey ;2 O$ser0atio 32 E5perime tatio

&< Sur4e8 Method6 - % this method, i formatio !athered directly from i di0idual respo de ts, either throu!h perso al i ter0ie#s or throu!h mail "uestio telepho e i ter0ie#s. aires or

5< 'bser4ation Method6 - The research data are !athered throu!h o$ser0i ! a d recordi ! their actio s i a mar&eti ! situatio . This tech i"ue is hi!hly accurate. %t is rather a e5pe si0e tech i"ue.

< !Hperimental Method6 - This method i 0ol0es carryi ! out a small scale trial solutio to a pro$lem, #hile at the same time, attempti ! to co trol all factors co clusio s rele0a t to the pro$lem. The mai assumptio here is that the test co ditio s are esse tially the same as those that #ill $e e cou tered later #he deri0ed from the e5perime t are applied to a $roader mar&eti ! area.

D< #he Panel "esear:h6- % this tech i"ue the same !roup of respo de ts is
co tacted for more the o e occasio O a d the i formatio o$tai ed to fi d out if there has $ee a y i their taste dema d or they #a t a y special "uality, color, siCe, pac&i ! i the product.

a2 7reparatio of "uestio $2 7resetti ! of "uestio c2 7la i ! of the sample

aire aire

@< #abulate9 &nal8sis and $nterpret the Data6#he report must gi4eI:ontain the following information6-

a2 The title of research $2 The ame of the or!a iCatio for #hich it has $ee 3o ducted c2 The o$/ecti0es of research

d2 The methodolo!y used e2 Or!a iCatio a d the pla i ! of the report f2 A ta$le of co te ts alo ! #ith charts a d dia!rams used i the reports !2 The mai report co tai i ! the fi di !s h2 3o clusio arri0ed at e d recomme datio s su!!ested i2 Appe dices -co tai i ! "uestio aire M forms used sample desi! , i structio s.2

D< %ollow-up the stud8 6The researchers, i the last sta!e, should follo# up this study to fi d if his recomme datio are $ei ! impleme ted a d if ot, #hy

(&P#!"->
1

"!S!&" ( M!#('D'+'G*

"!S!&" ( M!#('D'+'G*6-

"!S!&" ( P"'5+!M See& the !e eral perceptio of co sumer to#ards &mul Mil2. To & o# the co sumer psyche a d their $eha0iour to#ards &mul Mil2 .

'50! #$1! '% #(! "!S!&" ( To & o# the relatio ship of sales #ith the ad0ertiseme t. To & o# a#are ess of people to#ards &mul Mil2. To & o# #hich ad0ertiseme t tool is mostly preferred $y people.

 To & o# the prefere ce of &mul Mil2 #ith compariso to Other competiti0e $ra ds . To & o# the factors #hich affects co sumerDs $uyi ! $eha0iour to purchase mil&.

$nformation requirement 1irst, % had to & o# a$out all the competitors prese t i the Mil& se!me t -Reputed a d #ell esta$lished $ra ds as #ell as Local $ra ds2. ;efore !oi ! for the sur0ey % had to & o# the comparati0e pac&s a d prices of all the competitors e5isti ! i the mar&et. Si ce Mil& is a product that used daily he ce % had to trace the mar&et a d se!me t it, #hich mai ly deals #ith people of 0arious a!e !roups. The mai i formatio eeded is the 0arious types of $ra ds a0aila$le i the mar&et, their calorific 0alue a d 0arious other facts. As Amul mil& ad0ertiseme ts are mai ly do e throu!h hoardi !s $ut o tele0isio the ad0ertiseme t is $ei ! telecasted timely a d o the proper time or ot.

"!S!&" ( D!S$G) A Research desi! specifies the methods a d procedures for co ducti ! a particular study. %t is a map -or2 $lue pri t to #hich the research is to $e co ducted. Descripti0e research desi! has $ee co sidered as a suita$le methodolo!y for prese t study a d for data a alysis. S&MP+$)G D!S$G) The sampli ! desi! used #as 3o 0e ie ce sampli !, #hich is a of the respo de ts. P'P.+&#$') All types of outlets that stoc& a d sell Amul mil& i the mar&ets. The outlets ha0e $ee classified i to as follo#s 3o 0e ie ce stores@ All &i ds of shops i cludi ! $a&eries Eateries@ all &i ds of eati ! /oi ts o *pro$a$ility sampli ! method. The co 0e ie ce factors #ere the a0aila$ility a d approacha$ility

P+& !S '% S#.D* The study #as co ducted i the retail outlets i Raipur i the follo#i ! areas i. Amlidih. ii. Ne# Ra/e dra Na!ar. iii. Hatora Tala$. i0. 7riyadarshi i Na!ar. 0. Shaile dra Na!ar.

0i. ;yro ;aCar. 0ii. ;udhapara. 0iii. .ol$aCar. i5. Teli$a dha. 5. ;ramhpuri. 5i. Ha &ali 7ara. 5ii La&he Na!ar. 5iii. Sa toshi Na!ar. 5i0. 7ura i ;asti. 50. Sa /ay Na!ar. 50i. Su dar Na!ar. 50ii. Da!a ia. 50iii.Dee Dayal Upadhyay Na!ar. 5i5. A a d Na!ar.

S'." !S '% D&#& Primar8 sour:es The primary data #as collected throu!h "uestio aires. They #ere filled usi ! the scheduled method of data collectio $y the researcher. Se:ondar8 sour:es The seco dary sources #ere used o ly for collecti ! i formatio sampleO they #ere ho#e0er ot used for a alysis re!ardi ! the

+$M$#&#$')S '% #(! "!S!&" ( 6The limitatio s of the research #ere as follo#s 9. Lac& of proper e5perie ce o the part of the researcher i co ducti ! such studies i the past. '. Time frame re"uired #as ot e ou!h to sur0ey more um$er of outlets.

&)&+*S$S #! ()$J.!S Juantitati4e anal8sis is performed usi ! the data collected at each outlet to estimate the prese ce of Amul mil&. Tools UtiliCed 7erce ta!e A alysis .raph 3hart

S&MP+$)G

9. Sampli ! Tech i"ue

No pro$a$ility sampli ! -A o pro$a$ility sampli ! tech i"ue is that i #hich each eleme t i the populatio does ot ha0e a e"ual cha ce of !etti ! selected2 7eople #ho $uy mil& a0aila$le i retail outlets, superstores, etc @ 9(( respo de ts -A!e ra !i ! ;et#ee =8 yrs to @A yrs2 Direct i ter0ie# throu!h "uestio aire.

'. Sample U it :. Sample siCe

>. Method

<. Data a alysis method

.raphical method.

?. Area of sur0ey

Raipur District.

=. Timi ! of sur0ey

+.(( am to <.:( pm.

%$!+D -'",- M!#('D .S!D %'" D&#&

'++! #$')

Auestio

aire #as prepared &eepi ! the o$/ecti0e of research i mi d.

Auestio s #ere as&ed to respo de ts as re!ards to their #illi ! ess to purchase mil&. The help of "uestio accurate i formatio . aires co ducted direct i ter0ie#s, i order to !et

% order to !et correct i formatio % had to approach co sumers ra !i ! from =A 8rs to @A 8rs. % 0isited as ma y respo de ts as % ca a d as&ed them their real li&i !s a$out a y mil& a d also !ot a idea. %t is really a (er:ulean tas& to u dersta d 3o sumer ;eha0iour, as the defi itio su!!est, Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services. % order to collect accurate i formatio % 0isited to Garden9 Par2s9 #emple9 Superstores and G8mnasium , each a d e0ery "uestio #as filled perso ally $y the respo de ts a d chec&ed properly. 7eople #ere ot #illi ! to a s#er, #he they #ere co tacted $et#ee 9.(( pm to <.(( pm, the time #he most of the people ta&e rest duri ! the scorchi ! heat.

(&P#!"-A D&#& &)&+*S$S &)D $)#!"P"!#&#$')

D&#& &)&+*S$S &)D $)#!"P"!#&#$')6The collected data #ere ot easily u dersta da$le, so % li&e to a alyCe the collected data i a systematic ma er a d i terpreted #ith simple method. of the data i 0ol0es the a alyCi ! of the

The a alysis a d i terpretatio pie charts a d others.

collected data a d i terpretatio it #ith pictorial represe tatio such as $ar charts,

G!)D!"$
.e der play 0ital role i purchase decisio s. .e der classified o se5 $asis i.e. male a d female. .e der classificatio is re"uiri ! to mar&eter $ecause differe t !e der e5hi$its differe t perceptio to#ards products. % classificatio of !e der the follo#i ! um$er is used to & o# their perceptio .

lassifi:ation of ustomers 5ased 'n SeH Se5 No. of respo de ts 7erce ta!e K

Male 1emale Total

:< ?< 9((

:< ?< 9((

Sour:es@ Primar8 Data #able6 A.=

$)#!"P"!#&#$')6

:<K of the respo de ts are male a d ?<K of the respo de ts are female. 1rom the a$o0e ta$le #e ca co clude that, the ma/ority of the respo de ts #ere $elo !s to female !roup.

CLASSIFICATION OF CUSTOMERS BASED ON SEX

+' *' )' (' & % # ! R f . o N ' Male Female ,Male

*-

Female

Graph no6 A.=

'

.P&#$')@
Occupatio is also i flue ces a perso Ds co sumptio patter . A $lue collar

#or&er #ill $uy #or& clothes, #or& shoes a d lu ch $o5es. Similarly the Amul Mil& a d Mil& products are purchased $y 0arious occupa ts. The follo#i ! occupa ts of the respo de ts are classifies for the data collectio .

&nal8sis of '::upation of the "espondents

Occupatio

No. of. respo de ts

7erce ta!e K

;usi ess Employee House #ife Others Total

'( 9( ?< (< 9(( Sour:es6 Primar8 Data #able )o6 A.2

'( 9( ?< (< 9((

$)#!"P"!#&#$')6
'(K of the respo de ts are $usi essme , 9(K of the respo de ts are employees, a d ?<K of the respo de ts are house #i0es, (<K of the respo de ts are others !roup.

$) 'M!$

% come decided the purchasi ! po#er of the customer. %f the i come is hi!h the , they !o for hi!h "uality irrespecti0e of price of the product. He ce i research % li&e to collect the data ho# i come is i flue ce to purchase Amul Mil& . A alysis of Mo thly % come of the Respo de ts Mo thly i come No. of respo de ts 7erce ta!e K this

;elo# <((( <((9*9(((( 9(((9*9<((( 9<((9 8 a$o0e Total

:) :( '9 99 9(( Sour:es6 Primar8 Data #able )o6 A.7

:) :( '9 99 9((

$)#!"P"!#&#$')@
As per the data :)K of the respo de ts ear per mo th $elo# <(((, :(K of the respo de ts ear <((9 to 9((((, '9K of the respo de ts ear a$o0e 9(((9 to 9<(((. 99K of the respo de ts ear 9<((( 8 a$o0e. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de tsD mo thly i come !roup of $elo# <((( a d more tha <((( to 9((((.

G"&P( )'6 A.7

P." (&S$)G %& #'"6 %de tificatio of 0arious factors plays a 0ital role i co sumer $eha0ior study. The 0arious factors such as "uality, price easy a0aila$le etc. is i flue ci ! lot a d i flue ces positi0ely. The follo#i ! data re0eals ho# 0arious factors are i flue ci ! to $uyi ! of Amul Mil& a d Mil& products #

Anal%sis o &actors to 'u% AM() Mil* &actors .ualit% 'rand image Price 1as% availa!ilit% Others 2otal 3 +o# o ,espondents /0 20 20 1" +il 100 Percentage /0 20 20 1" +il 100 Source: Primary Data

&)&+*S$S '% %& #'"S #' 5.* &M.+ M$+, >0 7A 70 2A 20 =A =0 A 0 78 28 20 =>

)o. of respondents

Jualit8

5rand image %a:tors

Pri:e

a4ailabilit8

Graph )o. A.>

$nterpretation6
:)K of respo de ts $uyi ! AMUL Mil& for its .ood Auality, ')K of respo de ts use for its ;a d Name,'(K of its 7rice co sideratio , 9>K of its easy a0aila$ility of respo de ts $uyi ! AMUL Mil& 8 Mil& products.

"espondents

onsumption Jualit86

3o sumptio "uality is 0aryi ! #ith 0arious respo de ts. Some of customer they $uy less "ua tity a d some them hu!e "ua tity depe ds upo re"uireme t a d um$er of people i co sumptio patter s. their houses. The data is collected to & o# the 0arious

&nal8sis of 3o sumptio 9 Litre '*> Litre More tha > Litres Total

onsumption of &4erage Mil2 per Da8 No. of Respo de ts =( 9( '( 9(( Sour:es6 Primar8 Data #able no6 A.A 7erce ta!e -K2 =( 9( '( 9((

&nal8sis of &4erage onsumption of Mil2 Per Da8

/' *' -' )' ,' (' 0' '

/'

)o. of "espondents

(' 0' 0L ITRE (-) L ITRES MORE THAN )L ITRES

onsumption

Graph no.A.A

$)#!"P"!#&#$')6
=(K of the respo de ts are co sumi ! o e litre per day. 9(K of the respo de ts are co sumi ! t#o to four litres per day. '(K of the respo de ts are co sumi ! more tha four litres per day. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts #ere co sumi ! o e litre per day.

P." (&S! D."&#$')@

Repeat purchase #ill help to & o# #hat customer loyalty to#ards Amul Mil& 8 mil& products. 4he co sumer repeatedly purchases the product, it is u derstood that they are satisfied #ith the products. The follo#i ! data sho# the 0arious statuses of the respo de ts.

A alysis of 7urchase Duratio of the AMUL Mil& Duratio ? Mo ths 9*' Years :*> Years More tha > years Total No. of Respo de ts (< 9< '( ?( 9(( Sour:es6 Primar8 Data #able no6 A.@ 7erce ta!e -K2 (< 9< '( ?( 9((

$)#!"P"!#&#$') @ As per the data !athered, out of 9(( respo de ts, (<K of the respo de ts $uyi ! si ce last si5 mo ths, 9<K of the respo de ts from o e to t#o years, '( K of the respo de ts from three to four years, ?(K of the respo de ts $uyi ! AMUL Mil& 8 Mil& products from more tha four years. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts

co sumi ! AMUL Mil& 8 Mil& products more tha four years.

A%$51!4! of P2r6"$! D2r$.4o% of ." M457 Pro&26.!

*' -' )' ,' (' 0' '

*'

No.of R !#o%& %.!

0-

('

* 0-( ,-) Mor Mo%."! Y $r! Y $r! ."$% ) 1 $r! Co%!23#.4o%

Graph no: 5.6

'P$)$') #'-&"DS P"'D. #@

The $eha0iour of users after his commitme t to a product has $ee collected #ith respect product a d terms of satisfactio #ith rati ! scale. The follo#i ! are the data o$tai ed related to AMUL Mil&.

&nal8sis of "ating towards &M.+ Mil2. Rati !s E5celle t .ood A0era!e 7oor Total No. of Respo de ts '< >) '' (< 9(( 7erce ta!e -K2 '< >) '' (< 9((

Sour:e6 Primar8 Data #able no6 A.D

$)#!"P"!#&#$')6
'<K of the respo de ts rated that AMUL Mil& 8 Mil& products are E5celle t. >)K of the respo de ts rated as !ood, ''K of the respo de ts rated as A0era!e Auality. (<K of the respo de ts rated that AMUL Mil& 8 Mil& products are 7oor. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts rated AMUL Mil& 8 Mil& products are of .ood Auality.

A%$51!4! of R$.4%: .o;$r&! A325 M457 Pro&26.! -' ))' ,,' ((' 00' '

No.of R !#o%& %.!

)+ ((( E86 55 %. Goo& A9 r$: Poor R$.4%:

Graph no.A.D

1&+.! %'" #(! M')!*$

3o sumers al#ays thi & #hile payi ! price to the products such as ho# much #e are payi ! to#ards products a d ho# much #e are !etti !. This data is !athered to & o# #hat 0alue they are recei0i ! from the AMUL Mil&.

A alysis of 6alue for Mo ey 7aid $y the Respo de ts Respo se Yes No Total No. of Respo de ts +? (> 9(( 7erce ta!e -K2 +? (> 9((

Sour:es6 Primar8 Data

#able no6 A.8

$)#!"P"!#&#$') @ +?K of the respo de ts feel that they !et the 0alue for mo ey they paid. O ly (>K of the respo de ts feel that they are ot !etti ! the 0alue for mo ey #hat they paid. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts are a!reed that they are !etti ! the 0alue for mo ey they paid.

A%$51!4! of V$52 For Mo% 1 P$4& B1 T" Co%!23 r!

0'' <*

No. of R !#o%& %.!

+' *' )' (' ' ) Y! "esponse No

Graph no6 A.8

$)%+.!) ! #' '#(!" #' 5.* P"'D. #S6

7ost e5perie ce 8 $e efits #ill help or!a iCatio i o$tai i ! the additio al sale. % this co ectio feed$ac& its act as a i flue ce to others to adopt the product the user sur0ey has co ducted to ide tify #hat a e5te t user recomme ds to others. The data has $ee e5tracted 8 it is as follo#s. &nal8sis of "e:ommendations Recomme ded Yes No Total No. of Respo de ts += (: 9(( 7erce ta!e -K2 += (: 9((

Sour:es6 Primar8 Data #able no6 A.9

$)#!"P"!#&#$') @ +=K of the respo de ts #ere recomme ded Amul mil& a d, (:K of the respo de ts #ere ot recomme ded Amul mil& a d products to others. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts #ere recomme ded Amul mil&. A%$51!4! of R 6o33 %&$.4o%!

0''
No.of R !#o%& %.!

</

+' *' )' (' ' Y!

o#4%4o%!

, No

Ta$le o@ <.+

$)#!"P"!#&#$') 6
+=K of the respo de ts #ere satisfies #ith the AMUL Mil&. (:K of the respo de ts #ere ot satisfies #ith the AMUL Mil&. 1rom the a$o0e ta$le #e ca co clude that ma/ority of the respo de ts #ere satisfied #ith the AMUL Mil&.

(&P#!"-@ %$)D$)GS9 S.GG!S#$') &)D ') +.S$')

%$)D$)GS6-

1irst % #ould li&e to prese t my sur0ey fi di !s. The mai fi di !s of my sur0ey are as follo#s@ 9. %t is fi di !s i the sur0ey that females are the mai decisio ma&er for the mil&. As per the data, ?<K of female a d :<K of male ma&es purchase decisio . '. ;ased o the occupatio of the customer, it is fou d i the sur0ey that ?<K are the house#i0es a d :<K are from 0arious occupatio s such as a $usi essma , employee etc for the Amul Mil&. :. % comes less tha <((( to 9(((( are more attracted to Amul Mil&. As per the data, =+K of the respo de tsD i come is u der this !roup. >. The mai purchasi ! factors for the Amul Mil& are Auality a d ;ra d ima!e. The data re0eals that >'K i flue ces o Auality a d :'K i flue ced for the ;ra d. <. ))K of the total respo de ts are usi ! product si ce from a lo ! time. The ma/ority of the respo de ts are usi ! Amul Mil& 8 Mil& products from more tha : years. ?. +?K the respo de ts thi & that purchasi ! Amul mil& is 0alue for the mo ey i.e. Amul mil& is 0alua$le product for them. =. %t is fou d i the sur0ey that customer are i flue ci ! throu!h 4ord of Mouth.

S.GG!S#$')S6 9. Mil& purchasi ! decisio s are more decided $y #ome rather tha male, $ecause
she act as a i 0i!ilator, e5ecute her decisio a d i flue ce the same to the purchase #hile ascertai i ! the "uality, fresh ess a d price. He ce, % su!!est .3MM1 to co ce trate more o the #ome a d me su!!estio s for desi! i ! the mar&eti ! strate!y, $ecause #ome Ds role i the house is domi a t, e0e i the 0arious decisio s.

'. Occupatio of the user i flue ces the purchase decisio s. The particular occupatio
plays a 0ital role i decidi ! the product or ser0ices. 4ome se!me t are i flue ci ! more o mil&. Therefore, a occupatio is the factor i flue ci ! the product.

:. % come of the people decides the purchasi ! po#er. The hi!h i come prefers to
purchase product #ith the "uality, fresh ess, thic& ess, etc. a d 0ice 0ersa. So % su!!est Amul to co ce trate also o lo# i come se!me t to capture mar&et a d positio themsel0es i the mi ds of the customer #ith re"uired "uality a d "uality mil&.

>. Si ce Amul is ha0i ! loyal customers a d therefore should co ce trate more o this
factor throu!h 0arious pote tial pro!rammes such as campai! , premium pac&s, offers etc., this helps to i crease the loyalty to#ards the Amul products.

<. Mil& is ha0i ! hi!h dema d a d it is co sidered as a 0ery esse tial products. %
prese t practice, purchase of mil& is throu!h dealers. % approach to#ards the product. this co ectio dealers

?. 3ustomer is i flue tial, he ce % su!!est Amul to loo& after the dealers issue #ith due
care.

=. 4he

product possesses "uality a d other importa t attri$utes

aturally they

propa!a da a$out product throu!h #ord of mouth a d 0ice 0ersa. Therefore if the "uality a d attri$utes are fi e tu ed accordi ! to the eeds #ill help the Amul to !et reputatio a d additio mar&et.

). % troductio of 0arious eco omic products lies may help Amul to attract the e5isti !
a d e# customers a d may attract all i come le0el !roups. He ce % su!!est ma a!eme t to i troduce e# product li e #hich ca satisfy the e tire !roup.

') +.S$')@*
1rom the sur0ey co ducted it is o$ser0ed that Amul mil& has a !ood mar&et share. 1rom the study co ducted the follo#i ! co clusio s ca $e dra# . % order the dreams comes i to reality a d for tur i ! lia$ilities i to assets o e must ha0e to meet the eeds of the customers. The factors co sidered $y the customer $efore purchasi ! mil& are fresh ess, taste, thic& ess a d a0aila$ility. 1i ally % co clude that, ma/ority of the customers are satisfied #ith the Amul mil& a d Mil& products $ecause of its !ood "uality, reputatio , easy a0aila$ilities. Some customers are ot satisfied #ith the Amul Mil& $ecause of hi!h price, lac& of dealer ser0ices, spoila!e a d lo# shelf life etc. therefore, if sli!ht modificatio i the mar&eti ! pro!ramme such as dealers a d outlets, promotio pro!rammers, product li es etc., defi itely compa y ca $e as a mo opoly a d stro ! mar&et leader. Amul has also to ta&e care of its competitors i to co sideratio a d more importa tly its customers $efore ma&i ! a y mo0e.

(&P#!"-D S-'# &)&+*S$S '% &M.+ M$+,6-

S#"!)G#(6 6ery efficie t distri$utio cha ;ra d ame. Trust of the e d users. Shelf life of the products. Auality of the product. Relatio ship #ith the distri$utor. el.

-!&,)!SS6 No supply as per dema d.

#("!&#S6 1rom Natio al 8 Local players@* Sa chi Di sha# 7a#a 6e us A$is

'PP'"#.)$#*6 3apture the mar&et #here supply of mil& is il.

&))!?."!

BIBLIOGRAP ! " #EBLIOGRAP !

Mar&eti ! Ma a!eme t 7hilip Hotler, The Mille Of % dia 7ri0ate Limited, Ne# Delhi.

ium Editio , 7re tice Hall

7eriodical@

;usi ess 4orld

Research Methodolo!y@

3.R.Hothari , ' d editio . S.N Murty a d U ;ho/a a

4e$site Address@

www.amul.com

J.!S#$'))&$"!

Dear SirMMadam,

% am co ducti ! a sur0ey e titled / onsumer 5eha4ior G Satisfa:tion.C 7lease !i0e your 0alua$le i formatio , your i formatio #ill $e &ept co fide tial a d #ill $e used o ly for academic purpose.

Roha Roy Samuel 7.DM >th trimester DSM

Name

@ * PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP PPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPP .e der @ * PPPPPPPPPPPPPPPPP

Address@ * A!e

@ * PPPPPPPPPPPPPPPPP

3o tact No.@ * PPPPPPPPPPPPPPPPPPPPPPPPP

92 4hich do you co sumeB a. 7ouch mil& $. Loose mil& c. ;oth '2 Are you satisfied #ith the mil& you are co sumi !B a2 Yes $2 No :2 4hat do you li&eB a2 Auality c2 7rice $2 Taste d2 A0aila$ility

>2 Do you !et mil& pouch atQQQQ.. 1

a2Doorstep $2 1rom retailer <2 Total co sumptio of mil& i a dayB a2 7ouch mil& i litreQQ $2Loose mil& i litreQQ ?2 Your mo thly e5pe diture i mil& -i Rs.2B a29((*'(( $2 '((*:(( c2 :((*>(( d2 >((*<(( e2 A$o0e <(( =2 % pouch mil& #hich $ra d do you preferB a2AMUL $2 Sa chi c2 Di sha# d2 6e us e2 7a#a )2 4hy you prefer this $ra dM due toQQQQ.. a2Auality $2 Taste c2 7rice d2 A0aila$ility +2 %f you $uy AMUL mil& pouch #hich pac& you purchaseB a2 AMUL .old $2 AMUL TaaCa c2 AMUL Slim 8 Trim 9(24hat is the reaso for $uyi !M ot $uyi ! AMULB a2QQQQQQQQQQQQQQQQQQQQ.. $2QQQQQQQQQQQQQQQQQQQQ.. c2QQQQQQQQQQQQQQQQQQQ..Q 9924hat are your su!!estio M e5pectatio s from AMULB a2QQQQQQQQQQQQQQQQQQQQQ $2QQQQQQQQQQQQQQQQQQQQQ c2QQQQQQQQQQQQQQQQQQQQQ 9'2Ho# do you scale your pouch mil&B ATTR%;UTE 7R%3E TASTE 7A3HA.%N. A6A%L%;%L%TY S3HEMES 7OOR A6ERA.E .OOD ER3ELLENT