A STUDY ON

CUSTOMER BRAND LOYALITY

TOWARDS
AMUL ICECREAM PRODUCTS
PROJECT SUBMITED FOR THE PARTIAL FULFILMENT

OF THE DEGREE

Submitted
BY

S.AMMULU

(5154001)

Under the guidance of

MISS. S.SAMEENA BANU,M.B.A

Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

OSMANIA DEGREE COLLEGE FOR WOMEN

KURNOOL

NAAC ACCREDIATED AGRADE

AFFILIATED TO RAYALASEEMA UNIVERSITY KURNOOL

2017-2018

0
 OSMANIA DEGREE COLLEGE FOR WOMEN
KURNOOL
(Autonomous)
NACC-AccrediatedAGrade
(AFFILIATED TO RAYALASEEMA UNIVERSITY,KURNOOL)

CERTIFICATE

This is to certify that the Project Report entitled A Study on Customers Brand

Layolity Towards Amul Icecream Products is carried out by S.AMMULU of

Regd.No:5154001. This is submitted in partial fulfillment for the award of the Degree

of Bachelor of Business Administration (BBA) of Rayalaseema University ,during

the academic year 2015-2018

PRINCIPAL HEAD OF DEPARTMENT PROJECT GUIDE

EXAMINER
PROJECT GUIDE CERTIFICATE

1
 MISS.S.AMMULUL a student of final BBA of OSMANIA DEGREE

COLLEGE FOR WOMEN ,KURNOOL.In partial fulfillment for the award of

the degree of Bachlor of Business Administration has done her project entitled,

A Study on Customers Brand Loyality Towards Amul Icecream

Products.

All the details collected and furnished by her are true and original to my

knowledge.

Place:

Date:

PROJEGT GUIDE
MISS.S.SAMEENA BANU,M.B.A

DECLARATION

I hereby declare that this Project Report entitled A Study on

Customers Brand Loyality Towards Amul Icecream Products is

done by me under the guidance of Miss.S.Sameena Banu,M.B.A

2
Lecturer in Commerce & Management Studies and this project is

submitted to Osmania Degree College for Women ,Kurnool affiliated

to Rayalaseema University Kurnool, is drafted by me and is original

work of my own.

Place:Kurnool

Date:
(S.AMMULU)
B.B.A

ACKNOWLEDGEMENT

I express my heart full and sincere gratitude to Smt.Niaz Parveen

Msc.,M.Phil. Special Officer ,Osmania Degree College for Women, Kurnool,

for the excellent inspiration provided.

3
 I express my spontaneous gratitude to my project guide Miss.S.Sameena

Banu M.B.A., Lecturer in Management Department for her valuable opinions .

I am thankfull to my Head of the Department Smt.C.Sireesha Rani

M.com and all the commerce Department Lecturers for their valuable

suggestions and encouragement .

I express my sincere thanks to my friends neighbours and finally to my parents

for their motivational constructive criticism.

(S.AMMULU)

(B.B.A)

CONTENTS

CHAPTER-1 INTRODUCTION

CHAPTER-2 INDUSTRIAL PROFILE

CHAPTER-3 COMPANY PROFILE

CHAPTER-4 OBJECTIVES,RESEARCH

4
 METHODOLOGY

CHAPTER-5 CONSUMER BEHAVIOUR

CHAPTER-6 DATA ANALYSIS

CHAPTER-7 FINDINGS,SUGGESTIONS AND

CONCLUSION

CHAPTER-8 ANNEXURE,QUESTIONNAIRE,

BIBLIOGRAPHY

5
 CUSTOMER BRAND
LOYALITY
TOWARDS
AMUL
ICECREAM PRODUCTS

6
 1.INTRODUCTION

This is the project mainly deal with marketing research and the
topic goes like Gap analysis and retailers penetration of AMUL ICE
CREAM. This is the survey based project and the details are as
follows.

Actually by doing this the company can increases there sales

by making the product available where the competitors product is
also available and their main aim is to see the customer prefer for the
product. for this they improvise the product such a level to meet the
customer choice .

7
 2.INDUSTRY PROFILE

Introduction

Under the prevention of food adulteration rules 1955. An

authority on the standard and specification of milk and milk products.
It is defined as a frozen product obtained from cow or buffalo milk or
a combination there of or from cream and/or other milk products, with
or with out the additions of cane sugar dextrose. Liquid glucose and
dried liquid glucose, eggs fruit juice, preserved fruits, nuts,
chocolates, and edible flavors and permitted food colors.

The following table gives the ice cream components: --

Components Ice cream

Plain bulk

Milk fat % (min) 10 8

Milk solids (min) 20 16
Food solids (1 b/gm) min 16 16
Weight (min) 45 45
Stabilizer(max) 45 45
Acidity(min) -- --

8
 Ice cream is highly rich in milk proteins and also provides
minerals and vitamins.
It is easily digestible and for a growing child, it is healthier than milk,
because it contains two to three times of fat and a large quantity of
proteins on an average 100gms of gives 170 calories and its
composition is
Milk fat 13%min
Proteins 3.5% min
Milk foods not fat 11%
Sugar 13.15%
Stabilizer & emulsifiers 0.5%max
Total solids 36%min

The novelties offer fabulous and fantastic opportunities to tap

the hidden but willing markets as has been amply demonstrated by
times and again when ice cream, Sand-witch, bonanza, cop-o-con and
various varieties made big waves with the ice cream fans.
Another dimension to this tantalizing scenario is that there is no
room for the man with limited resources to make his mark, provided
he has unlimited abilities, initiative and innovativeness will continue
to so, there is enough room for the entrepreneurs to tackle the local
taste and market, this is particularly so since the per capita
consumption of ice cream in India is only a mini scale of 1.3 Ltr. per
annum compared to a whooping 36l s per annum in countries like
Australia and New Zealand.

9
Technology/manufacturing

Manufacturing of ice cream consists of selecting the composition,

calculating the different the ingredients pressuring haring. The various
steps are described below in details.

1. Selecting of ingredients

All the ingredients except color and flavoring agents and mixed
before processing. All liquid ingredients are placed in suitable vessels
(vats, tanks, etc) the various ingredients normally used are:-

% COMPOSITION OF ICE
CREAM

COMPONENTS
PREMIUM
AVERAGE
Milk Fat 16.0 10.0
Milk Solids 9.0 11.0
Sucrose 16.0 12.5
Corn Syrup Solid ----- 5.5
Stabilizer 0.1 0.3
Emulsifier ----- 0.1
Total Solids 41.1 39.9

The usual sources of milk, fat which are the most important
ingredients as it imparts richness, creamy, flavour, smooth and full

10
body to the ice cream are frozen desert are very high fact creams
whole milk and butter.

Milk solidsnot fat are high in food value, rounds out the
flavours of finished product, improve texture and give body and
stability to the frozen projects, since lactose, which adds to the
sweetener, provides sandy ice cream the amount of MNST is
restricted to 0 -13% in ice creams.

Sweeteners provide the necessary sweetness, enhance flavour,

produce desirable body and texture and depress the freezing point.
Sucrosr, dextrose, corn syrup solids and corn syrup are the
sweeteners, which import chewiness to the body and provide
protection against the coarse texture up to storage.

2)BLENDING

The dry ingredient including skimmed milk powder, sweetener,

stabilizer, emulsifier etc.., are added to liquid which is tested at
temperature below 50 Degree Celsius to avoid lumpiness, the material
should be mixed with sugar and slowly added to liquid ingredient. If
gelatin is the stabilizer, it is best added after it is mixed with as equal
volumes of the sugar before the liquid ingredient reaches 50 degree
Celsius However; sodium Alginate should be mixed until the
temperature of the mix has been reached at least 65 to 68 degree
Celsius.

3) PASTEURISATION

11
 In ultra high temperature process of pasteurization the mix is held
not less than temperature of 210 degree F and not more than 205
degree F. A specific time (40 secs) with the object of destroying all
the pathogenic and most of the scoring bacteria in milk there after the
milk is cooled rapidly.

4) HOMOGENISATION

All commercial ice creams homogenized with results in the size

reduction of fat globules to at-least 4 microns in diameter with vast
majority being small than 2 microns. The ice cream mix is
homogenized at temperature 120-165 degrees F and at a pressure
ranging from 1500-psi and to 3000-psi Homogenization imparts
smoother texture improve whipping ability and diminished the
damage of churning during freezing.

5) AGEING

The mix after homogenization is cooled and then stored for a

time period with help of improved stabilizer and freezing techniques,
strong of a white mix for 3-6 hrs. And of a chocolate mix of 10hrs, is
adequate to improve the freezing the characteristics.

12
6) COOLING

This consists of rapid withdrawl of heat from the ice cream mix
thus freezing water into ice crystal and air cells should be small.
The production scale considered for the project warrants the use of
batch freezer only. The ice cream mix enters the freezer at a 40 degree
F and drops rapidly to the temperature of 20-30 degrees F when the
refrigerant is passed through cylinder jacket. Operation of the dasher,
which is, equipped with scrappers removed the ice cream as it freezes
inside the freezer is continued with the desired over run ice cream is
obtained.

7) HARDING

This is final step in ice cream manufacturing, when it is drawn

from the freezer; it has a semi fluid consistency and is not stiff enough
to hold its shape. It is therefore harden in rooms where the
temperature is 20-30 degrees F in specially designed hardening
tunnels where air at temperature F of 1-50 degrees F is blown on
packages of incoming ice cream. In this matter, the desirable fast
hardenings for the formation of small ice crystals are obtained.
Consequently ice cream is hardened within 2 hrs. Before being set for
packing.

13
 FLOW CHART

(For the manufacture of Ice-cream)

EMPLIZER MILK FAT

SOURCES

MILK SOLIDS
STABLISERS (NOTFAT)

SWEETENERS

BLENDING

HOMOGENISATION

AGEING IN STORAGE

COOLING

14
CAPACITY
The proposed plant is with an installed capacity of 21.60 lakhs its ice
cream on 3-shift per day and working days per annum.

3.C O M P A N Y P R O F I L E
AMUL

Real Milk Real Ice Cream

15
 Gujarat Cooperative Milk Marketing Federation (GCMMF) is
Indias largest dairy food product marketing organization. The
federation supplies liquid milk to mother dairy Delhi, which is an
import step in establishing a national milk grid. It has adopted
standards and specifications that conforms to the most stringent
standards the world over.
Amul means priceless in Sanskrit. The brand name Amul
from the Sanskrit Amoolya was suggested by a quality control
export Anand.

The federation distribution network has been strengthened with

the addition of 1007 more wholesale dealers during last year. GCN
ltd total wholesale dealers now stand at 3700, extending to reach more
than 5, 00,000 retailers. The brand loyalty and commitment of the
wholesale dealers and retailers have made it possible for the products
to reach consumers in the, remotest parts of our country.

16
DISTRIBUTION

The Ice-cream distribution chain typically consists of a

distributor / stockiest and the retailer. Most players have regional
operations with production facilities located near the market as
adequate cold chain facilities for transportation over long distances is
not available. Distribution of national brands is done through owned
or leased cold storage facilities located in the major consumption
centers from where the suppliers are sent to distributors or directly to
retailers.

The retail network for ice cream consists of exclusive ice cream
parlors, which may be company owned or franchise outlets and other
retail outlets like provision stores, hotels and restaurants. Today most
of the companies in the industry are opening these ice-cream parlors
to cater to retail segment. More over with retail margins being in the
range of 18-20% coupled with urbanization the companies are
emphasizing on this from of retailing.

MAJOR PLAYERS

In the organized segment, the significant brands are Kwality Walls,

Vadilal, Amul, Mother Dairy and Baskin Robbins.

17
 MAJOR NATIONAL PLAYERS BRANDS

Hindustan Lever Limited Kwality Walls, Dairy Classic,

Vadilal International
GCMMF/Other Milk Co-
operatives
Maharashtra Dairy Products
Max, Cornetto, Magnum
Vadilal, Dairy Fresh
Amul, Mother Dairy
Basin Robbins

On the basis of flavors the market today has a number of flavors

like Vanilla, Strawberry, Chocolate, Mango, Butterscotch, a number
of fruit flavors, dry fruit flavors traditional flavors like Kesar-Pista,
Kaju-Draksh etc..,
The market is totally dominated by Vanilla, Strawberry and
chocolate, which combined account for more than 70% of the market
followed by Butterscotch and other fruit flavors. On the basis of stock
keeping units / packaging the market can be divided into 4 segments:
Cups
Cones
Sticks or candies
Take-a ways
On the basis of the consumer segments the market can be divided into
4 segments:-
Impulse segment(pull cart)
Retail(home take a ways)
Institutional/catering

18
 Parlors
While institutional or catering accounts for 15%, retail and
impulse combined take the major chunk with 70% of the market.
OTHER PLAYERS
Besides the main national brands there are other premium brands
which have carved a niche for them selves in their respective markets.
These players mostly concentrated on large metro cities. These
players sell through their exclusive parlors. The major national

REGION BRANDS

North Mother Dairy, Nirulas

South Arun, Joy, Nandini(Karnataka only)

East Tulika, Rollicks (Induss Ice-

West Creams)
Nature World, Pastonji,
players sell through franchise parlors. As well as through retail stores,
groceries, restaurants,
Mumbai has several players such as Nature World, Naturals, Ice
cream Express, Dinshaws, etc which are priced at a premium over the
Kwality Walls and Amul brands.
Arun promoted by hutsun foods pvt. Ltd. Is a dominant brand in
the south? Arun sells its ice creams through exclusive parlors, which
are popular in the southern cities.

19
 Joy, another marginal national player has a stronger presence in
the south. Together, Joy and Arun have a sizable presence in the
southern markets of Chennai and Tamilnadu.
Nirulas is a strong local player in Delhi. Mother Dairy the Delhi
version of the Amul brand also had a strong presence in the northern
region.
MARKET SHARES:-

Hindustan Lever has a market share of around 50%, represented

mainly by Kwality Walls brand. It has introduced the Max Range of
Ice creams targeted at children. Amul is the second largest at the
national level with an estimated market share of 35% and is rapidly
gaining market share .Vadilal is another player in the national market
with 8-9% of the market share but that too is shrinking.
COMPETETIVE PRICING:-
GCMMF can produce milk at lower prices as compared to
competitors; Amul has been launched at a sustainable price discount
to main competitors Kwality and Vadilal. This has helped in attaining
a good volume grown in a short time span.
BRAND AWARENESS IS HIGH:-
The AMUL brand has a strong equity in milk products and
GCMMF has managed to leverage on this brand equity and attained
over 20% market share in Mumbai within a year of launch.

20
ESTABILISHED DISTRIBUTION NETWORK:-

GCMMF already has a wide retail distribution network, which

markets its other milk products such as cheese and butter. Hence
distribution reach the single most important factor in creating a
critical mass is already available.

Presently Amul ice cream has second largest market share (35%)
in the market and also has a high brand recall. The company has a
total of seven manufacturing units, three are in Gujarat. One each in
Delhi, Patna and Bangalore and another in Tarapur. GCMMF`S main
ice cream manufacturing facility is located at Gandhi Nagar, which is
Asias largest and most modern integrated ice cream manufacturing
plant and uses worlds renowned refrigeration units and effective cold
chain.

AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is

Indias largest food products marketing organization. It is a state level
apex body of milk cooperative 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

21
Members:
No. of Producer Members: 2.28 million
Milk collection (Total
2002-03):
Milk collection (Daily
Average 2002-03):
Milk Drying Capacity:
Cattlefeed manufacturing
Capacity:
12 district cooperative milk
producers' Union
1.86 billion litres
5.08 million litres
510 metric Tons per day
1450 Mts per day

List of Amul Icecreams:

Royal Treat Range (Rajbhog, Cappuchino, Chocochips,

Butterscotch, Tutti Frutti)
Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted
Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista
Kulfi)
Utsav Range (Anjir, Roasted Almond)
Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose,
Chocolate)
Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh
Strawberry, Black Currant)
Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
Millennium Icecream (Cheese with Almonds, Dates with
Honey)

22
 Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi
Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista
Kulfi)
Cool Candies (Orange, Mango)
Cassatta
Tricone Cones (Butterscotch, Chocolate)
Megabite Almond Cone
Frostik - 3 layer chocolate Bar
Fundoo Range - exclusively for kids
SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango,
Pineapple)
Health : Isabcool

Chocolate & Confectionery:

Amul Milk Chocolate

Amul Fruit & Nut Chocolate
Amul Eclairs

23
 PRODUCT PROFILE RAW MATERIAL REQUIRED PER
YEAR

1) Milk 8 Lakhs Lts

2) Butter 1.08 Lakhs Kg
3) Skimmed milk powder 0.9 Lakhs Kg
4) Stabilizer 4.08 Kg
5) Sugar 1.74 Lakhs Kg
6) Dry fruits 11.5 Kg

ESTIMETED COST OF PROJECT (LAKHS)

1) Land and site developing 4.0

2) Building and civil works 48
3) Plant and site developing 60
4) Misc. fixed assets 36
5) Preliminary and preoperative expenses 18
6) Contingencies 5
7) Margin money for working capital 20

24
 LIMITATIONS

Method of data collection was through personal interview and

therefore personal bias becomes a major limitation.

Due to the time constraints all the retailers were not covered.

Ice cream being subjected to the influence of seasonal changes

the result might not stand for all seasons.

This is due to the fact that the present study does not recon with
the influence of dynamically or seasonally.

The scope of study is restricted only to the Kurnool City.

25
 MARKETING RESEARCH

Definition of marketing research as approved by the board of the

American Marketing association is:

Marketing research is the function which links the customer

and public to marketer through information used to identify and
define marketing opportunities and problems; generate define and
evaluate, marketing actions, monitor marketing performance, and
improve understanding of marketing as a process.

Simply, marketing research is the systematic design, collection,

analysis and reporting of the data findings relevant to a specific
marketing situation facing the company. Careful planning through all
stages of the research is a necessity

Objectivity in research is all-important. The heart of the

scientific method is the objective gathering and analysis of the
information.

The function of marketing research within a company is to provide

the information and analytical inputs necessary for effective.

Planning of future marketing activity

Control of marketing operations in the present.
Evaluation of marketing results.
26
 5.CONCEPT

Steps in Marketing Research Process

Marketing research process can be carried out through the

following steps:
Define the problem and research objectives

Develops the research plan

Collect the information

Analysis and interpretations

Present the finding

DEFINE THE PROBLEM AND RESEARCH OBJECTIVES

In a very sense, this step is the heart of the research process.

This is the first step, which calls for the marketing manages and
marketing research.

RESEARCH PLAN DEVELOPMENT

27
 The second calls for developing the most efficient plan for
gathering the needed information. Not to forget the cost or values of
research the marketing manager must estimate process its approval.
Research plan calls for decisions on
a) Data source
i. Primary data to be collected for a specific purpose.
ii. Secondary data collected for another purpose and already
existing somewhere.

1. Research approaches: Primary data can be collected in four ways:

1) Observational research
2) Focus group research
3) Survey research
4) Experimental research

2. Research Instruments: Marketing researchers can use

questionnaires in collecting of primary data. Because of its flexibility,
questionnaire is by for the most common instrument used to collect
primary data.

3. Sampling Plan: This plan calls for three aspects:-

a) Define the sampling unit.
b) Decide the sample size.

28
 c) Decide the sampling procedure whether to use probability or
non-probability sampling, methods.

4. Contact method: Once the sampling plan has been determined, the
researcher has to decide how the subject should be contacted. The
choices are mail, telephone or research interviews.

6.DATA ANALYSIS

Data collection phase is generally the most expensive and the

most phase to error. Carry out the field work, collect data using the
instruments, adjust the problems of not at homes, replaced, refusal to
co-operate, biased or dishonest answers.

ANALYSIS AND INTERPRETATIONS

The next to last step is to extract pertinent findings from the

collected data. The researcher edits, code, tabulate the collected data.

PRESENTATION OF FINDINGS

As the last step in marketing research, the researchers present

the findings. The researchers have to arrange the researched result
according to an approved reporting format, get the report typed and
bound, present the copies of the report to the concerned authorities.

29
RESEARCH METHODOLOGY

The methodology adopted for eliciting the data required for the
study was survey method. It is the overall pattern or framework of the
project that will dictate as to what information is to be collected, from
which sources and by what procedures.

RESEARCH METHOD

Research methodology must be classified on the basis of the

major purpose of the investigation. In this problem, description
studies have been undertaken, as the objective of the project is to
conduct the market share study to determine the share of the market
received by both the company and its competitors.

DATA COLLECTION

The information needed to further proceed in the project had

been collected through primary data and secondary data.

PRIMARY DATA
Primary data consists of information collected for the specific
purpose at hand for the purpose of collecting primary data, survey
research was used and all the retail outlets sellers using different
brands and their competitors were contacted. Survey research is the
approach best suited gathering description.

30
CONTACT METHODS
The information was solicited by administrating structured
questionnaire to the retailers sellers, (thus getting to know directly
from the softy sellers about the form of the mix they are using) its
storage period, their level of satisfaction with the brand, in their
decision in selecting the bran etc.,
SECONDARY DATA
The secondary data consists of information that already exists
somewhere, having been collected for another purpose. Any
researcher begins the research work by first going through the
secondary data. Secondary data includes the information available
with the company. It may be the findings of research previously done
in the field. Secondary data can also be collected from magazines,
newspapers, other surveys conducted by known research agencies
etc..,
MEHTODLOGY

The respondents are divided into ice cream parlors, chat centers,
tiffin centers, with other business selling (super bazars) and others.
The study is carried in Kurnool City with the sample size of 100.

The survey was carried out with the help of a structured

questionnaire, which helps in accomplishing the research objective.
The respondents by means of personal interview administer this
structured ended questionnaire

31
 1.What is the brand that you are promoting in your shop

Types of Brand No.of Respondants Percentage

Amul 100 50%
Kwality walls 42 21%
Scoops 28 14%
Vadilal 16 8%
Others 14 7%
Total 200 100%

INTERPERTATION:
In our study it is found that retailers preferring brand is kwality
walls and then amul ice-cream stands in the second place and rest of
the brands as follows as shown in the figure above. From the study it
is clearly understood that most of the customers prefer kwality walls
and amul.
2. Who will be the most frequently visiting customers to your shop ?

32
 Type of Customer No.of Respondents Percentage
Students 50 29
Children 15 19
Employees 15 22
Housewives 10 3
Families 10 27
Total 100 100

IN
TE R
PE RT
AT IO
N:

In
our

study it is found that the most frequently visiting customers are

students and families. From the study it is clearly understood that the
most frequently visiting customers are students and families.
3. Which of the following packs will be most frequently in
movement?

Type of Packs No.of Respondents Percentage

Children pack 28 28%
Family pack 45 45%
Party pack 22 22%
Others 5 5%
Total 100 100%

33
INTERPERTATION:
In our study it is clearly understood that most of the customers
who are visiting to the retail outlet are families, and most of the sales
are more for family pack. 45% of the most movable pack is family
pack.
4. Brand name really matters to you?
Particulars Frequency Percentage
Strongly agree 50 50%
Agree 27 27%
Agree or disagree 15 15%
Disagree 6 6%
Strongly disagree 2 2%
Total 100 100%

34
INTERPERTATION:

In our study it is said that most of the customers are very much
interested to prefer the particular brand name, and it is very clearly
shown in the figure above it.

5. Customers specifically ask for the brand ?

Particulars Frequency Percentage
Strongly agree 46 46%
Agree 31.5 31.5%
Agree or disagree 14.5 14.5%
Disagree 7.0 7.0%
Strongly disagree 1 1%
Total 100 100%

Brand
Strongly disagree
Disagree 1%
7%
Agree or disagree
15%

Strongly agree
46%

Agree
31%

INTERPERTATION:

35
 In our study it is clearly understood that most of the customers
are strongly agree in asking the preferred brand. Nearly 45.50% of the
customers are mostly asking the brand.

6. You fell schemes will give better business ?

Particulars Frequency Percentage

Strongly agree 45.5 45.5%
Agree 21.5 21.5%
Agree or disagree 17.0 17.0%
Disagree 13.5 13.5%
Strongly disagree 2.5 2.5%
Total 100 100

SCHEMES

Strongly disagree
Disagree
3%
14%

Strongly agree
Agree or disagree
45%
17%

Agree
21%

INTERPERTATION:

36
 In our study it is clearly understood that most of the retailers said
that schemes preferring for the brand really increases the sales of
the retailer and it leads to the better business to the company.

7.Margins are important to you ?

Particulars Frequency Percentage

Strongly agree 53.5 53.5
Agree 43.0 43.0
Agree or disagree 1.5 1.5
Disagree 2.0 2.0
Total 200 100.0

MARGINS

Agree or disagree Disagree

2% 2%

Agree
Strongly agree
43%
53%

INTERPERTATION:
In our study it is clearly stated that most of the retailers are
saying that they need better margin for the business so that they will

37
be happy for the sale of the brand. It is clearly stated in the graph as
given above.
8. Your brand provides better margins ?

Particulars Frequency Percent

Strongly agree 52.0 52.0
Agree 36.0 36.0
Agree or 7.0 7.0
disagree
Disagree 2.5 2.5
Strongly 2.5 2.5
disagree
Total 100 100.0

br.be.mr
strongly agree
agree
agree or disagree
disagree
strongly disagree

Pies show counts

INTERPERTATION:
In our study it is clearly understood that most of the retailers are
very strongly agreeing that the brand they are using, it gives better
margins and they are very happy in the sales of the particular brand
they are using.

38
 7. You satisfied with the current brand ?

Particulars Frequency Percent

Strongly agree 60 60.0%
Agree 31.5 31.5%
Agree or disagree 6 6.0%
Disagree 1.5 1.5%
Strong disagree 1 1%
Total 100 100%

70

60

50

40

30

20
Percent

10

0
strongly agree agree agree or disagree disagree

SATISFAC

INTERPERTATION
In our study it is said that out of 200 respondents most of the
retailers are showing very much satisfaction in the sale of the
particular brand and it is clearly shown in the bar diagram which is
shown above.
8. Package

39
 Particulars Frequency Percent
Most important 30 30%
Important 58 58%
Slightly 11 11%
important
Not at all 1 1%
important
Total 100 100%

package
most important
important
slightly important

Pies show counts

INTERPERTATION:
In our study it is clearly said that most of the retailers are very
happy in terms of package and they stated that package is important to
them and it is very clearly shown in the graph.

40
11.Taste

Particulars Frequency Percent

Most 65 65%
important
Important 32 32%
Slightly 3 3%
important
Total 100 100

taste
most important
important
slightly important

Pies show counts

INTERPERTATION:
In our survey it is clearly understood that most of the
retailers said that the taste of the particular brand they are selling is
having good taste and in terms of the sales the brand really need good
taste.

41
12. Price

Particulars Frequency Percent

Most important 48 48
Important 37 37
Slightly 14 14
important
Not important 1 1
Total 100.0 100.0

price
most important
important
slightly important
not important

Pies show counts

INTERPERTATION:
In our survey it is clearly understood that most of the retailers
said that the customers are really seeing the price of the brand as most
of them are middle class people. It shown clearly in the graph.

13. Customer choice

42
 Particulars Frequency Percent
Most important 46 46%
Important 40 40%
Slightly important 11 11%
Not important 3 3%
Total 100.0 100%

cus.choi
most important
important
slightly important
not important

Pies show counts

46.50%

40.00%

INTERPERTATION:
In our study it is clearly understood that customer choice is
must, so they have to create a good image (awareness) among the
consumers through media advertisement etc. so that it they will ask
for specified brand .in the graph it is clearly said that about 46.05% of
the retailers go for, it and 40% of the retailers are saying that it is
important.
14. Flavours

43
 Particulars Frequency Percent
Most important 48.5 48.5%
Important 42 42%
Slightly 6 6%
important
Not important 3.5 3.5%
Total 100 100.0

flavours
most important
important
slightly important
not important

Pies show counts

48.50%

42.00%

INTERPERTATION:
In our study of 200 respondents most of them prefer for the
particular flavor so based on them they have to keep concentration in
developing the brand. So nearly 90% of them are saying that flavors
are very important.
15. How frequently your brand offers schemes ?

Particulars Frequency Percent

44
 Once in a month 28 28%
Quarterly 2.5 2.5%
Hhalf yearly 6 6%
Yearly 21 21%
None 42.5 42.5%
Total 100 100%

fre.offe
once in month
quarterly
half yearly
yearly
none

Pies show counts

INTERPERTATION:
In our survey out of the 200 respondents it is clearly said that
most of the companies are not giving any type of offers, they said that
free offers will give better business to them.

16. What kind of promotions they are offering to you ?

Particulars Frequency Percent

Display 34.5 34.5%
promotion
Gift items 11.5 11.5%
45
 Coupons 8.5 8.5%
Contests 8.5 8.5%
None 37 37%
Total 100 100%

promotio
display promotion
gift items
coupons
contests
none

Pies show counts

INTERPERTATION:
In our survey out of the 200 respondents it is clearly said that
most of the companies are not giving any type of gift items and
coupons. They said that gift items will give better business to them.

17. What do you think that the customer sees in an ice cream ?

Particulars Frequency Percent

Package 8 8%
Gift items 69 69%
Price 14 14%
Brand 5 5%
None 4 4%
Total 100 100%

46
 cus.pr.i
package
taste
price
brand
none

Pies show counts

INTERPERTATION:

In our survey it is clear said that most of the retailers said that
customers will prefer the brand which is having better taste.

18. Will you prefer to promote another brand ?

Particulars Frequency Percent

Yes 41.5 41.5%
No 58.5 58.5%
Total 100.0 100%

47
 Brand Preference

Yes
42%

No
58%

INTERPERTATION:
In our study out of 200 respondents, most of them i.e. More
than 50% are not preferring to switch their brand and also not willing
to keep the other brand.

7.FINDINGS

Amul has good brand image.

Good quality of the products.

Nationality of the brand

Low price compareing with main brands.

48
 Low service levels by the distributors.

Amul should provide the good awareness to the customers.

SUGGESTIONS:

Schemes and offers are very much important to boost up the

sales
In order to gain the competitive edge over competitors, it has to
make efforts to improve the products features
Some of the retailers are not satisfied with the profit percentage
due to increase in the power tariffs.

49
 In the months of March June, Ice creams demand will be more
because of summer. So in these months the production capacity
should be increase.
.
Retailers are saying that, customers are specifically asking the
brand. In order that brand name plays vital role in sales.
Package is most important to attract the customers. In our study
Most of the retailers are satisfied with amul ice cream package.

CONCLUSION:

Amul Gcmmf Ltd is having clear advantage of good brand

image.Total sales are improving Family packs and children packs
are moving very fastly when compared to other packed items
Distribution of network and method of delivery has to improve a
lot.Retailers are satisfied with the price of the individual ice
creams.

50
51
OBJECTIVES

1. To increase the sales of Amul ice cream

2. To find out competitive edge over competitors
3. To analyses the retailers perception about Amul ice cream
4. To study the consumer preference about different Ice cream
companies
5. To find satisfaction level of retailers with Amul service
6. To analyses the marker size of Ice Cream.

52
 QUESTIONNAIRE

I, S.AMMULU pursuing III BBA in OSMANIA DEGREE

COLLEGE FOR WOMEN , Kurnool .The topic of my project is a
survey on A STUDY ON CUSTOMER LOYALITY TOWORDS
AMUL ICECREAM PRODUCTS therefore I request you to
kindly spare some of your valuable time in filling this questions
NAME : AGE:
GENDER: OCCUPATION:

1. What is the brand that you are promoting in your shop?

a) amul b) kwality walls c) scoops d) Vadilal e) others specify

2. Who will be the most frequently visiting customers to your shop?

a) Students b) Children c) employees d) housewives e) families

3. Which of the following packs will be most frequently in

movement?
a) Children pack b) family pack c) party pack d) others specify

Using the scale described below, where

1=strongly agree, 2= Agree, 3=neither agree nor disagree,
4=Disagree, 5=strongly Disagree

53
Please write the number against each question in the space
provided.
4. Brand name really matters to you
5. Customers specifically ask the brand
6. You feel schemes will give better business
If 1 or 2 what type of schemes
7. Margins are important to you
8. Your brand provides better margins
9. You satisfied with the current brand

Using the following scale, write the numbers that you feel
appropriate against each of the question.
1=Most important, 2=important, 3=slightly important, 4=Not at all
important,
10. Package
11. Taste
12. Price
13. Customer choice
14. Flavors
15. How frequently your brand offers schemes?
a) Once in a month b) quarterly c) half-yearly d) yearly e) none

16. What kind of promotions they are offering to you?

Display Gifts Coupons Contests None
Promotions items

54
17. What do you think that the customer sees in an ice cream?
a) Package b) taste c) price d) brand e) none

18. Will you prefer to promote another brand?

a) Yes b) no

Suggestion if any:

55
BIBLIOGRAPHY:

Books :

Marketing management Philip kotler and Armstrong

Research methodology methods and techniques- kothari C.S
Marketing Research - Dr. D.D. Sharma
Text book on Research Methodology - Dr. P.C. Tripathi

Magazines:

The Hindu

Indian Management

SITES :

www.amul.com
www.google.com

56