INTRODUCTION

Consumer Behavior in modern marketing, consumer is regarded as a king. It is the consumer who determines the growth, prosperity and even existence of a business enterprise. All attention is paid to him in marketing management. The manufacturer should always fell the pulses of consumers. He must plan his production and distribution to suit the needs and convenience of consumers rather than his own. He must have a clear understanding of consumer behaviour, so that he can adopt a proper marketing policy. He has to emphasis with the consumer and find answers to questions like who consumer is, what the consumer wants to buy, and when, where, how and why the consumer wants to buy. The concept of consumer behaviour provides answers to all such questions. CONSUMER BEHAVIOUR: Market consist of buyers. Hence it is the behaviour of buyers that is A business enterprise without

central to an understanding of markets. The consumer or buyer behaviour is very important for an effective marketing planning. satisfaction. having consumer understanding cannot fulfil its obligation of consumer Marketers must study their customers wants, preferences and buying behaviour. Such a study will provide clues for developing new products and for making changes in the existing products, prices and other marketing mix elements. If the producer disregards the wants and preferences of consumer and goes on producing the goods which do not satisfy the consumers, the goods will not be sold in the market. It is not the policies that bring changes in the market, it is the behaviour of the consumers. The marketing programmes and policies depend upon the consumer behaviour. buying behaviour are ever changing. The consumer needs, attitudes and The buying behaviour of consumers

depends on certain factors like income, location, sex, social status, psychology etc. of course, these factors are dynamic. Therefore it always becomes essential to identify the characteristics and behaviour of consumer.

Consumer behaviour is the act of consuming or using commodity or service. It may be defined as that behaviour exhibited by people in planning, purchasing and using commodities and services. It refers to why people select, obtain, and use goods and services. How a consumer will behave when a particular product comes before him, its study is called consumer behaviour. Consumer behaviour is an integral part of human behaviour and cannot be separated from it. According to Angel, Black well and Kollat, Consumer behaviour refers to those acts of individuals directly involved in obtaining and using goods and services including the decision process that precede and determine these acts. Of all the different categories of human behaviour eating, sleeping, reading, working, playing and so on-buying is one of the most complex and most important one. This is because the buying involves parting with money which may be part of a hard-earned wages, profit of a risk full investment or even the entire savings of life time. There are at least three important reasons why it is useful to study the behaviour of consumers: Gateway to motives: Behaviour is the gateway to motives. It is by watching and examining behaviour that a marketer can have some idea of the motives that induce a buyer to buy. Source of marketing plan: Once the X-ray of buyer behaviour is known, a marketer can formulate his marketing plan accordingly. Changing behaviour: By reviewing behaviour over some past period, it may be possible to get clues of the future behaviour. But the human mind is a black box. The mind of men is the most abstruse thing in the world. It is very difficult to see the mind. However, thanks to the growth of psychology and the behavioral sciences, it has now become possible to have some sort of an X-ray of the human mind. One cannot observe the mind but one can see and scrutinize behaviour.

DIFFERENCE BETWEEN CONSUMER AND BUYER: Sometimes consumer and buyer happen to be the same person. Sometimes they are different persons. Anyhow it is desirable to note the difference between a consumer and a buyer. Consumer is one who consumes or uses a commodity or service which is being bought for cash or on credit. In this case the consumer himself is the buyer. In other words, both the buyer and the consumer happen to be the same person. Again, the consumer is one who consumes a commodity or service which is being bought by someone else, but the use is made with the approval of the actual buyer. In this case the consumer and the buyer are different persons. Thus a consumer need not necessarily be a buyer. Likewise, a buyer need not always be a consumer. This means that buyer is one who buys a commodity or a service. When he uses it he becomes a consumer also. In the Consumer Protection Act (1986), the term consumer includes buyers also. According to Consumer Protection Act, in respect of goods, a consumer is : (i) one who buys goods for a consideration that is paid immediately or later, (ii) includes any user of such goods other than the actual buyer if such use is made with the approval of the buyer. In respect of services, a consumer is: (i) one who hires any service for consideration that is paid immediately or later, (ii) includes any beneficiary of such service other than the actual hirer, if such service is availed with the approval of such person.

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR: As already stated, modern marketing is consumer oriented. Therefore the study of consumer behaviour is very important in framing production policies, price policies, and distribution policies and also in designing the sales promotion programmes. The importance of the study of consumer behaviour is explained as follows. Production Policies: The study of consumer behaviour enables the producers to frame suitable production policies including the packing policies. It tells the producer what the consumer wants and when he wants etc. Price Policies: The study of consumer behaviour is equally important in designing price policies. Some buyers purchase only because particular goods are cheap. Hence the prices of such products cannot be increased much. ON the other hand some articles are purchased because it enhances the prestige and social status of people. The prices of such articles can easily be raised. Decisions regarding channels of distribution: The study of consumer behaviour is helpful in deciding the appropriate channels or routes through which the goods reach in the hands of consumers. The best channel is one which distributes the goods to the largest number of consumers at lower cost.

Decision regarding Sales Promotion: The decisions regarding sales promotion are taken on the basis of consumer behaviour. It enables the marketers to know what motive prompts buyers to buy a particular product. It is also useful in taking decisions regarding the advertising message, media etc. The marketer takes decisions regarding brand, packaging, discount etc. on the basis of study of consumer behaviour for prompting sales. BUYER BEHAVIOUR: Buyer behaviour is different from consumer behaviur. Buyer behaviour leads to an end in the process of buying. It focuses on the behaviour of the particular individual buyer. It is the behaviour of the particular individual buyer during the purchase. The process whereby individuals decide whether, what, when, how and from who to purchase goods and services can be termed as the buyer behaviour. Thus buyer behaviour is concerned with the study of factors that influence a person to buy or not to buy. BUYING MOTIVES: A consumer buys a particular product with certain motives, objectives or purposes. He spends an amount of sacrifice when he decides to purchase a product. He purchases it because it satisfies his most important need at that moment. A lady may buy a sari for physical protection or for wearing something to look beautiful or as a status symbol. Thus motive is a strong feeling, instinct, desire or emotion that make the buyer to react in the form of decision to buy. It is the buying motives which induce a consumer to buy a particular product. In other words, the influences and considerations which make the consumer decide to buy a particular product are called buying motive. Buying motives are at the root of buying behaviour. A marekter must ascertain the buying motives of his customers and organize his marketing activities accordingly. There are two types of buying motives (i) Product motives, and (ii) Patronage motives.

Product motives:

Product motives explain why consumers buy certain

products. Product motives may be emotional or rational. Emotional product motives induce the customer to decide to purchase a particular product without much reasoning. Emotional motives arise because of the interest of the consumer in imitating others, and affection to a particular product. Rational product motives are based on conscious reasoning. For instance, one may decide to purchase a particular product because of economy in purchase, durability, quality and convenience. Patronage motives: Patronage motives are those influences and considerations which make the buyer to purchase goods from specific shops. Like product motive, patronage motives may be either emotional or rational. Due to influence of emotional motives, a consumer may decide to purchase goods from specific shops without any enquiry in other stores. If a person purchases from a particular shop because of the price advantage, quality or variety, it is called rational motives.

NEED OF THE STUDY

To days business scenario demands not only finding out customer but also to see the existing customers should be catered again and again. The company wanted to know the reason why it is lagging the factors which led down it sales, and to form effective promotion strategies it needs to draw up the level of consumer behavior of pre-purchased and past purchased instances, hence the need for the study has accrued. The international will save the need to increase the level of customer satisfaction and in marketing promotional mix strategies. So the problems interfiled was to find out the level at consumer satisfaction before purchase and past purchase instances. The study to find out. The major factors involved & influenced in purchase and product and consumer behavior. The studies is useful to the company to know the facts & reasons, for the sales of the product and to take behavior steps.

OBJECTIVES OF THE STUDY

The main objective of the study is to study the Consumer behavior towards. Amul Milk Products in relation to the competition. The objective is identifying defect factors, affecting consumer behavior, other important objectives of this study are: 1). To make a Profile of the different products of powder Consumer, Particularly the Amul Brand of Powder Milk. 2) To Study the market potential awareness and preference of produced powder. 3). To Study the different Occasions daily which a Predicted Powder issued and to rate the 4). To study the Amul Product Powder with regard to its awareness, consumption and a relative evolution of Amul Product Powder with this brands. 5). To estimate the behavior of the consumes to wards the marketing mix of Amul Powder Products the price, Product, distribution and advertising. 6). To Study the consumes suggestions for he Amul Milk Powder.

. . . . . . . .

RESEARCH & METHODOLOGY

To study the above objectives a descriptive research by Survey method has been used with following Components. 1. SOURCES OF DATA Both Primary and secondary data has been equally used in this research. Primary data is directly collected from sample of respondents by questionnaires. 2. RESEARCH INSTRUMENT A structure undisguised personally administered questionnaire in used to collect the primary data from the simple of respondent. 3. SAMPLING DESIGN A satisfied random Sampling method is used in selection the sample size of the respondents. SAMPLE SIZE: The second aspect of the sampling relates to the selection of the member of consumers and customers, through I intend to study the consumer behavior for Amul Powder Milk, because it is not possible physically and financially to make a study of all consumers and customers I have again adopted a convenience sampling technique for the purposes of linking the size of respondents. Hence I have made it very convenient to see that the respondents are equally spread over Hyderabad and Secunderabad for the study as many as 120 consumers have been interviewed for the purpose of knowing the exact question of the topic of the study.

SCOPE & LIMITATIONS OF THE STUDY The study is limited to only Hyd & sec. Due to existence of time & cast constraint, the study restricted to only 120 samples. Some of the consumers not reveling true facts. So the results of the services may not be accurate. There may be some amount of bias, be course the Consumers may not found to disclose correct information. The sample, which is collected, does not resemble the whole universe so the conclusions drawn may not be taken in to can.

THEORITICAL FRAME WORK

CONSUMER BUYING PROCESS: Let us now consider the process by which the consumers satisfy the needs through the acts of buying and consuming. A simple formula tells the decision making process that every one goes through when making a purchase: Choice = Want + ability to buy + attitude towards the brand. Buying is a mental process. The customer passes through several stages in buying a product. The buying decision process involves the following steps: 1. Recognition of a need: When the buyer recognizes a need, the buying process begins. Some needs are urgent, while others are less urgent. The order of priority is abased on the need and its urgency.

2.

Identification of alternatives: A number of alternative products (or the substitutes) are available in the market. A consumer searches for relevant information of the product brand, price, location etc. He comes to know the relevant information of the product through various sources such as friends, neighbours etc., and the marketers, salesmen, advertising media etc. The consumer must know the brand of the product which gives maximum satisfaction.

3.

Evaluation of alternatives: Consumers have different views on different alternatives. The consumer has to evaluate the alternatives on the basis of attributes taste, colour, price, durability, quality etc. of the alternative products. He assesses the relative importance of each attribute to him. In course of the information search he develops certain attitudes towards different brands and this also shapes his purchase decision.

4.

Purchase Decision: While evaluating each alternative, the consumer ranks them first, second and third etc. these are his preferences. Now the customer goes to the shop and buys the product of a certain brand. Sometimes he modifies or postpones or avoids a purchase decision.

5.

Post purchase behavior: after the customer has actually purchased the product/brand he will be satisfied or dissatisfied with it. This satisfaction or dissatisfaction will result in certain consequences. If he is satisfied with the product, he will extent to other products of the brand and speak about the brand favorably to others. If he is dissatisfied with the product, he may stop buying more products of that brand and may also spread bad words the brand. This negative feeling that arises after purchase causing anxiety and doubts is known as cognitive dissonance. A marketer therefore, understands the correct buying process of his

customers and decides on marketing activates accordingly. FACTORS BEHAVIOUR: INFLUENCING COSTOMER BEHAVIOUR OR BUYER

We have already seen that buying behaviour is an orderly process by which an individual interacts with his or her environment with the object of making purchase decisions on products, or services. Through the buying process, various factors may influence the buyer. All these factors, which determine the buyer or consumer behaviour, are broadly classified in to three Psychological factors, Social influence and Economic factors. A. PSYCHOLOGICAL FACTORS 1. Motivation: According to Fred Luthanks, motivation is a process that starts with a psychological deficiency or need that activates behavior or a drive that is aimed at a goal or incentive. The source of motivation is motive. Motive lies in the buyer. It arises from the needs and wants. The process of motivation stimulates it and leads him to buy. According to Stanton, motive or drive is a stimulated need which a goal _oriented individual seeks to satisfy. A simple example is that when we feel hungry, we may search for a restaurant. Hunger is the motive and search is the action. Thus motivation is a driving force within an individual, which impels him to action. Some needs are biogenic. These arise from thirst, hunger, discomfort etc. Other needs are psychogeni. These arise from the need for recognition, esteem or belonging. According to Maslow, there are 5 types of human need. They are: (a)
(b) (c)

Physiological Needs:

These are considered to be the basic

needs. These include food, water, shelter, clothing, sex etc. Safety or Security Needs: These include safety, protection etc. Social Needs: These include love and affection, sense of belonging, friendship etc.
(d)

Esteem or Ego Needs: This category includes need for self esteem, recognitions, status, respect etc. Most of the luxury items are purchased to satisfy these needs.

(e)

Self Actualisation: These needs are the result of ones desire to get the maximum of ones capabilities. These include the need for self development and realization of goals in life. Human needs are arranged in a hierarchy as show below: Self-Actualisation Needs Esteem Needs Social Needs Safety Needs Physiological Needs Maslows Hierarchy of Needs

According to Maslow, needs on the lower levels of the hierarchy must by satisfied before higher level needs can be satisfied. Even beyond the self-actualisation needs, some people (exceptional individuals or great people) may have still another needs. called Met needs (peace-self relation) 2. Perception: When a person is motivated, it means that he is ready to act. But how will act will depend on how he perceives the situation. Two men may be motivated to the same extent by the same situation but still one may not much different from another. When a timber merchant goes to a forest ,he may look up it as a source of raw material. A town planner may see it as a threat to his new town improvement plan. A young student appearing at the examination may not like an epic like Mahabharatha or Ramayana. As he grows in years , he may find in it a very good source of mental refreshment. To perceive is to see, to hear, to touch, to smell and to taste. Through 5 senses (see, hear, taste, smell and feel) we feel our environment . These needs are

One s perception is shaped by what one thins of the sound heard, object seen, smelt, touched or tasted. Famous psychologists Willard and Marguerite Beecher contend that we do not see things as they are, but as we are. Thus perception is the sum total of physical stimuli, the relation of the stimuli to the surroundings and the conditions with in the individual. Thus a woolen blanket may have the power to keep off cold. But a man would perceive it to be useful only when the surrounding is cold. To people living on the sea side blankets may appear unnecessary. 3. Learning: The buyer behaviour is strongly influenced by learning. It is not too much to say that learning is involved in almost everything a man does. Vast majority of perception are acquired through learning. But learning does not always mean bookish knowledge. A man learns iln many ways and from so many things. He learn from the group also. According to schewe and Smith, learning refers to the behavioural changes that result from our experience. Besides changes in physical behaviour; learning includes changes in mental behaviour such as feelings, emotions and personality. The principal factors or process, which influence learning, include observation, experience, education, individual judgment, environmental setting and repetition. A man learn from what he sees. He also by doing. Education helps learning by revealing new ideas, facts, principles and so on (from books and teachers). He picks and chooses from what he sees, hears, listens to and stores it for future use. His individual judgment, rational thinking and so on help he process of learning. The effectiveness of learning is increased to a great extent if the lessons are given in a familiar environmental setting. Similarly when a phenomenon is shown repeatedly or a lesson is taught over and over again , it is more likely to be received and remembers. 4. Beliefs: A belief is an individuals personal concept of truth. It is a descriptive that a person holds a bout something.

What is believed may not be true. A gain, what it true may not be believed. Therefore creating beliefs or gaining a consumers beliefs is very difficult. 5. Attitudes: Attitude represents a persons feelings towards a particulars object or situation. It may be positive, neutral or negative feelings about products, service, companies and or institution. Attitudes of an individual are formed over a period of time. They are very resistant to change. Attitudes are shaped and influenced by demographics, social factors and personality of individual himself. Attitude lead people to behave in a particulars way. They play an important role in purchase decisions. 6. Personality: This is another factor which influence buyer behaviour. One individual is different from other not only in physical features but also in their behaviour. The decision of a buyer also influenced by the personal character, age occupation, life style etc.

B. 1.

SOCIAL INFLUENCES Culture: Culture is the most fundamental factor influencing a persons wants and behaviour. The word culture is so broad that almost any and every norm or value can be incorporated in it. Culture is defined as all the environment that is created by people. According to Bennert and Kassarjian, culture is a set of learned beliefs, values, attitudes, habits and form of behaviour that are shared by a society and are from generation to generation. There are many ways in which culture influences buying behaviour nature of products, their uses, media of advertising, type of appeal, channel of distribution and so on. Thus smoking and drinking are common habits in the west. In Eastern countries these habits are common habits are not widespread. Dining on tables and with the help of knives and forks is widely prevalent in the west while the people of eastern countries people of eastern countries generally eat on the floor and with

the fingers (except) Japanese and Chinese. This means that the market that the market for drinks or forks is limited in Eastern countries. Thus culture influences what we eat and wear, how we relax and where we live.

2.

Social class: in addition to being members of a particular culture, people also belong to a certain social class. A social class is a group of people with similar ranking within a society. This affects their attitudes and buying behaviour. The social class is based on income, education, occupation, family history, social status etc. A marketer should undertake a socioeconomic approach for identifying target market for each social class. Sociologist divide most societies into 3 classes upper, middle and lower. The Indian society had been divided since early times into 4 classes, namely, Brahmin or the learned class. Kshtriyas or the warrior class, but the caste system has disappeared in the recent past. The Indian society now broadly shows the 3 fold division into upper, middle and lower classes. In general the members of the various classes enjoy different activities, buy different goods, shops in different place and react to different media. Take sports. Upper class consumers prefer golf, tennis, skiing whereas lower class buyers go for hunting, fishing and water skiing. The very rich people buy certain expensive goods like luxury cars, luxury houses and very expensive consumer goods. The middle class buy less expensive goods and services while the working class buy very simple and cheap products.

3.

Reference Groups: Reference group indicate groups of people who inference on individual attitude, opinion and values. Reference groups are the social, economic, or professional groups. A reference group consists of family members, friends, co-workers, classmates, teenagers, sports group, music lovers, club membership etc. A consumer buys those goods, which

his reference groups buy. A consumer buys those goods, which his reference groups buy. For example, our friend may influence our choice of cloths, books, cinema and music. We consult our families in choosing cars, homes, food, investments and furniture.

4.

Role and Status: In every that an individual belongs to family, reference group, other association-he has certain positions, which is called role and status. In short, the persons position in each group can be defined in terms of role and status. Every role has a status. For example, a woman has to play the role of a wife in the family which means that she will look after the preparation of food, make some purchase regularly and so on. She may also be the honorary secretary of a rescue home, where she is is expected to run the overall administration, serve the interests of the imamates and so on. A person role and status exercises great influence on his or her buying behavior also. For example, an advocate in his professional capacity may buy regularly up to date law books. At home he may purchase durable goods like refrigerator, furniture etc. He may be he president of a Rotary Club. He may spend money on charities. Therefore a marketer should consider not merely the reference group of a customer but the role and status, which he occupies in that group.

5.

Self Image: People all have an image of who they are and they reinforce this image through their purchases. The tendency to believe hat you are what you buy is especially prevalent among young people. In a recent study on the meaning of possession the most important aspect of there lives. They attach personal meaning to objects such as cars and clothing.

6.

Family: Status, background, size etc., of the family influence the buyer behaviour. In India the old joint family system has been disappeared over the recent past. Now we can see nuclear familite sand children as they grow old leave to live separately. This is very true in Kerala. Many

families have come into being which resemble the nuclear type with the exception that old parents also live with the young couple. When young couples establish separate homes (begin from zero), it gives rise to a market for many things like housing utensils, furniture and so on. With years the needs increase such as those for baby food, toys, childrens books, umbrellas and so on. Thus the family is one of the importance factor determining consumer behaviour. 7. Family Life Cycle: The family life cycle is a useful factor influencing consumer behaviour. The family life cycle describes how a typical family evolves from bachelorhood to marriage, from marriage to having children and maintaining them, and then to solitary retirement. At each stage in the cycle the needs, experience, income and family composition changes. The family life cycle in an excellent tool for market segmentation and for developing market campaigns and advertisement. The needs of families in different stages of life cycle change considerably. For Example, young bachelors have more needs of cigarettes, showy clothing, cameras etc. Newly married couples are more interested in domestic appliances, easy to prepare food etc. When children are born, the need arises for baby toys, school bags, umbrellas and so on. For the older couples, the need shifts to simple clothing, drugs, spectacles, walking sticks, false teeth, traditional books and so on. C. 1. ECONOMIC FACTORS: Per capita income, disposable income and discretionary income of the consumers: The buyer behaviour is influenced very much by the income in hands of the consumers to spend and save. 2. The rate of increase in income: The rate of increase in income also exerts influence in the buying pattern of consumers. If the rate of increase in income is higher, the consumer is likely to buy more quantity of certain type.

3.

Degree of economic inequality and regional difference: This is another factor, which determines buying habits. regional imbalances. While formulating plans and strategies, the marketer will have to consider the economic inequality and

4.

Inflation: Inflation also exerts influence on the buying pattern of consumer. Inflation creates price rise. When the prices rise, the people may buy generally lesser quantity.

PROFILE OF THE COMPANY

AMUL means priceless in Sanskrit. The brand name Amul, from the Sanskrit Amoolya, was suggested by a quality control expert in Anand. Variants, all meaning priceless, are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Milk Powder, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover. Rs. 29 billion in 204). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of he marketing savvy of a farmers organization. And of a proven model for dairy development. ABOUT THE ORGANISATION: From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them. Where does Amuls magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the hum our is what anybody would enjoy. They dont pander to your nationality or certain sentiments. It is pure and simple, everyday fun. Gujarat Cooperative Milk Marketing Federation.

GCMMF: An Overview: Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias larges 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. MAN POWER: Members : 12 district cooperative milk Producers Union No. of Producer Members : No. of Village Societies : Total Milk handling capacity: 2.41 million 11,615 77.4 million liters per day

Milk collection (Total 2004-05): 2.08 billion liters Milk collection (Daily Average (2004-05):5.71 million liters Milk Drying Capacity : 511 metric Tones per day Cattle feed manufacturing Capacity: 2340 Mts per day SALES TURNOVER OF AMUL: Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-2000 2000-01 2001-02 2002-03 2003-04 2004-05 .
.

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225

US $ (in million) 355 400 450 455 493 493 500 500 575 616 672

ABOUT THE COMPANY: MR.V. Kurien, Chairman, Amul, the pioneer of milk as a product in India says his focus is now the Amul Patern, and the associated institutions that reflect it, have risen to a level where neither adulation nor censure need affect us. Rather, we must remain true to our principles and our mission have always been a firm believer of the dictum that Brand is power. A cooperative without a brand can never aspire to survive-let alone thrive-while marketing commodities in todays competitive environment. Amul Pattern has been instrumental in securing rural livelihoods in many parts of India through income generation, agricultural diversification, risk distribution, female empowerment and assured complement. Consider for a moment the case of a subsistence farmer blessed with just a pair of buffaloes. At an average yield of 5-6 liters daily from each animal, an additional income of a almost Rs.5000 per month is assured for 300 days in the year. This does not compare too badly with any rural employment programme implemented by the government. MILK PROCUREMENT: Total milk procurement by our Member Unions during the year 2004-05 averaged 58.89 lakh kilograms (5.9 million kg) per day, representing a growth of 15.2 percent over 51.13 lakh kilograms (5.1 million kg) per day achieved during 2003-04. SALES: During the year, Federations sales registered a growth of 1.4 percent to reach Rs.2,922.53 crores (RS.0.02 billion) Thus, the dairy line in consumer packs grew by 11.8 percent during the year. Sales of Amul Milk in pouches increased by 36 percent UHT Milk has

grown in value terms by 23 percent. Amul Milk Powder achieved a sales value growth of 10 percent, and has strengthened its position as the undisputed market leader. Despite intense competition, sales of the Amul Butter grew by 4.5 percent. The sales of the Amul Cheese range increased by 21 percent. Products like Flavoured Milk, Amul Fresh Cream, Panner, Mithaimate, Softy Mix, and fresh curd demonstrated their potential to become dominant brands in the coming few years. DISTRIBUTION: Alignment of our four Distribution Highways of fresh, chilled, frozen and ambient products was a major development during the year. This year our major initiative was to further increase our Distributor Network in smaller towns. It was in line with the fast changing market scenario resulting from rise in houehold incomes leading to metamorphosis of rural and smaller markets, significant increase of middle class families and migration from rural areas to smaller developing. An addition of almost 900 distributors in small towns was undertaken on a Time Based Military (TMT) technique. This initiative has already started yielding results in the form increasing availability of our products in smaller towns and thereby generating additional business. AMUL YATRA PROGRAM: Amul Yatra program is conducted to bring our channel partners to Amul so that they get an exposure to our cooperative institution and also come to know about our achievement. This year our emphasis was upon top retailers from across the county. So far, 1406 retailers from all over India have visited Anand our of which 950 top retailers came during this year. This also included a group of top retailers from Bhutan.

EXPORTS: Exports of your federation have performed creditably during year. We have become the first Indian dairy products exporter to achieve a mark of Rs. 100 crore in revenues. The year ended with an export tumover of Rs 115 crore (Rs. 1.15 billion) more than trebling our export tumover as compared to the previous year. The reduced subsidies in EU have given us excellent opportunities for export of SMP and FCMP. We have shown that if a level playing filed is granted, India dairy products would be successful in the global market. We have also grown by 40 percent in consumer pack exports and consolidated our exports of UHT Milk, Ghee and Paneer in particular. POUCH MILK: Amul pouch milk has become the largest contributor to our turnover with annual sales of about Rs. 6.26 crores (Rs.6.26 billion) during 2004-05 against Rs.462 crores (RS.4.62 billion) during the previous year implying a growth of about 36 percent.

. .

ACKNOWLEDGMENTS The National Cooperative Dairy Federation of India had be 14 enproviding us with invaluable support in coordination with other agencies and organizations. The National Dairy Development Board had played an important role in our growth and development. The institute of Rural Management, Anand, as always, has contributed to the perspective building and professionalisation of the management of the cooperative sector. We express deep gratitude for its support. INFORMATION TECHNOLOGY INTEGRATION: Our Federation has further advanced its information Technology solutions by implementing Geographical information System (GIS) with digital city maps at major cities of India so as to excel in distribution planning. It has also taken a major initiative in deploying process driven Enterprise Resource Planning (ERP) software systems at its member unions in order to bring efficiently manufacturing processes. AMUL HITS 2006-07: On the incident of models halter top snapping open on the ramp during Lakme Fashion Sow in Mumbai April06.

FRANCHISEE NETWORK: We welcome you to meet the Top Retailers for Amul. Currently online are Chennai and Calcutta. We will keep adding the different locations across the country as the information comes in. .

Chennai Kolkata Nasik Jalgaon Aurangabad Delhi Raipur Jodhpur Udaipur Pune Siliguri/ Durg

AMUL RELIFE TRUST: A devastating earthquake (Richter scale 7.9) hit Gujarat on 26 th January 2001. the epicenter of the quake was located in Kutch district. It caused death of thousands of people, tens of thousands were injured, hundreds of thousands were rendered homeless and damage of billions of Rupees was done. GCMMF formed a specific organization named Amul Relief Trust (ART) under the chairmanship of Dr. V. Kurien in 2001 with a donation of Rs.50 Millions for reconstruction of the school building damaged in the 2001 earthquake in the Kutch area. The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs.41.1 million in Kutch area. Four of these scholls started re-functioning from the last two academic sessions and the other two schools from the current session. A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia village on Munddra Taluka of Gujarat.

AMUL PREFERRED OUTLET(APO): Amul Utterly Delicious parlours are an excellent business opportunity for investors, shopkeepers and organizations. known as Amul Preferred Outlets (APO). To have a better idea please go through the following 1. The criteria for selection of APOs would be a. b. c. d. e. f. 2. Visibility How prominent is the location of your shop? Shop area: 100-300 sq. ft. Good Business potential Exclusive Amul outlet no other products Willingness to sell the entire range of Amul Products Creditworthiness and past business experience He/She In order to come closer to the customer, we have decided to create a model for retail outlets, which would be

On your inquiry our Filed force would visit your site. photograph. You would require: i. ii. iii. Shops and Establishment license

would fill the APO proposal form with your passport size

Layout of the shop and frontage- The layout of the shop designed by a local architect/local contractor. 2 Passport size photographs.

3.

Renovation Work of the Shop to give it a standard look would be done to meet the design and specifications at your cost. The cost of renovation of typical shop would normally be between Rs.60,000 to Rs.1 lac.

4.

Branding- You APOs would be branded as Amul Utterly Delicious. The cost of the signage fabrication and installation would be borne by GCMMF office operating in your region.

5.

Equipment- You would require the following equipment: 1 or 2 deep freezers can be purchased through Hamara Apna Deep Freezer Scheme a. b. c. 1 Refrigerator through Hamara Apna Refrigerator Sceme 1 Pizza over 1 Chest Milk Cooler for Pouch Milk

6.

Security Deposit- You would be required to furnish an interest free refundable security deposit of Rs. 25,000 to us. An amount of Rs.5000/- would be deducted towards refurbishing the signage, in the event of closure of APO before 3-year of operation.

7.

Supplies-

The delivery of products would be done through our

wholesale dealers. 8. We feel that the shop has good potential, and needs support in the initial days, we can offer additional margins upto maximum of 1% on dairy products and 2% on Milk Powder. The additional margin shall be target based and shall be given in kind. The support at best would be given only for he first year of business. Agreement- An agreement bringing us together would be signed Amul has recently entered into direct retailing through Amul Utterly Delicious parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country. We have created Amul Parlours at some prominent locations in the country, which are run by the company or its wholesale dealers:

1. 2. 3. 4. 5. 6. 7. 8.

Delhi Metro Rali Corporation The Somnath Temple National Institue of Design Infosys Technologies in Bangaore, Mysore & Pune Wipro campus in Bangalore Ahmedabad Municipal Corporation Surat Municipal Corporation Gujarat State Road Transport Corporation

MILK PRODUCTS
Fresh Milk: Amul Fresh Milk This is the most hygienic Milk available in the market. Pasteurized in state-of-the-art processing plants and pouch-packed for convenience. Amul Gold Milk Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Kool Chcolate Milk Amul Koll flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Sakti Toned Milk Amul Masthi Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink .
. . . .

AWARDS: Ramakrishna Bajaj National Quality Award-2003 Jawaharlal Nehru

The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer in the service category of the prestigious IMC Ramakrishna Bajaj National Quality Award- 2003. The Certificate of Merit was presented at a glittering ceremony held at Mumbai on March 11 by the Governor of the Reserve Bank of India, Dr. Y.V. Reddy. The Ramakrishna Bajaj National Quality Award is based on framework and principles almost similar to the Malclom Baldrige Award that is given by the President of the United Stated to businesses manufacturing and services, small and large and to education and healthcare organizations that apply and are judged to be outstanding in seven areas: leadership, strategic planning, Customer and market focus, information and analysis, human resources focus, process management, and business results. Mr. BM Vyas receives the Qimpro GOLD STANDARD AWARD Qimpro Platinum Standard, the highest individual honour, has in recent years been awarded to Chandra Mohan, Aditya Birla, Deepak Parekh, FC Kohli, Dr. JJ Irani, Azim Premji, and Kumar Mangalam Birla. Qimpro Awards are recognized by the ASQ and the institute of Quality Assurance, UK .

FINDING OF THE STUDY

1) AGE WISE CLASSIFICATION OF RESPONDENTS Table-1 Sl.No. 1 2 3 4 Age 10-15 10-20 21-25 26 & above Grand Total No. of respondent s 30 25 45 20 120 Percentage 25.0 20.8 37.5 16.7 100%

No. of respondents

26 & above 17%

10-15 25%

10-15 10-20 21-25

21-25 37%

10-20 21%

26 & above

The above table shows that sample respondents interviewed covered persons of different age groups such as 10-15 and 26 above . The result shown to the table reveals that most of the respondents of the secbad have fill on between the age classification 21-25 constituting 37.5 and 1-15 constituting 25% from the above results can be enclosed that the majority of the respondents are in the age group of 21-25 and above who are students employees as professional. So it is clear that the Amul Milk powder is very much popular the are groups However the company should pay attention to the consumers of age group 10-15 as this is generation which belongs to future consumption.

2.

FAMILY MONTHLY INCOME CLASSIFICATION OF RESPONDENTS Table-2 Sl.No 1 2 3 4 5 Income 3000 - 5000 5000 - 8000 9000 - 12000 12000 - 17000 Above 17000 Grand total No. of respondents 10 35 30 25 20 120 Percentage 8.3 29.2 25.0 20.8 16.7 100%

Above 17000 17% 12000 17000 21%

3000 - 5000 8% 5000 - 8000 29%

3000 - 5000 5000 - 8000 9000 - 12000 12000 - 17000 Above 17000

9000 12000 25%

It is absorbed that income group between 5000-8000 (29.2%) from majority of respondents and then income group between 9000-12000 (25%) turn second with 30 respondents in the income group between 12000-17000 with 25 respondents with 20.5.

3.

CONSUMPTION WISE CLASSIFICATION OF RESPONDENTS

Table-3 Sl.No. 1 2 3 4 Consumption 1-3 4-7 8-10 Above 10 Grand Total No. of respondents 30 45 25 20 120 Percentage 25.0 37.5 20.8 16.7 100%

Above 10 17%

1-3 25% 1-3 4-7 8-10 Above 10 4-7 37%

8-10 21%

It is observed from the above table that 45 respondents consume 4-7 consumptions monthly terming majority with 37.5% among the total respondents 120. Secondly 30 respondents consume 1-3 serving monthly forming 25% and 25 respondents consume 8-10 serving monthly and only 20 respondents consume above 10 sowings monthly majority of respondents consume 4-7 servings on an average monthly.

4.

AWARENESS ABOUT AMUL MILK POWDER Table-4 Sl.No. 1 Factors Yes No. of respondents 90 Percentage 75%

2 3

No Cant say Grand Total

20 10 120

16.7% 8.3 100%

Cant say 8% No 17% Yes No Cant say Yes 75%

It is observed that consumers from the above table 90 [75.1] are responded positively and 20[16.7%] consumers are negatively responded where as 10[8.3] consumers are unable to responded.

5.

AWARENESS ABOUT CONSUMER WISE CLASSIFICATITON OF RESPONDENTS Table-5 Sl.No. Factors No. of respondents Percentage

1 2 3

Yes No Cant say Grand Total

40 35 45 120

33.3 29.2 37.5 100%

Cant say 38%

Yes 33%

Yes No Cant say

No 29%

The above table Shows that sampled respondents interviewed covered persons of different consumers taste. The results shown in the table revels that most of the respondents in the city have responded as 40[33.3] as accepted the taste of the product and 36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an able to Responded to the taste of the product.

6.

BRAND WISE CLASSIFICAITON OF RESPONDENTS Table-6 Sl.No. Brands 1 Amul Milk 2 Good Day 3 Nestle Grand Total
Nestle of respondents No. 17% 70

30 20 120
Amul Milk 58%

Good Day 25%

Percentage 58.3 25.0 16.7 Milk Amul 100% Day Good

Nestle

From the above table it is seen at Amul Milk top at the Brands preference among the majority of he people with 70[58.3%] respondents family almost all half s the total samples taken, second place is occupied by Good day with 30 responds with [25%] third place is taken by nestle with 20 respondents with (16.7%).

7.

PRODUCT WISE CLASSIFICATION OF RESPONDENTS Table-7 Factors No. Of respondents Percentage Amul spray infant milk food 32 26.7 Amul instant full cream milk 12 10.0 Amul spray infant powder milk food Sagar skimmed milk powder 26 21.7 Amul spray Sagar Tea, Coffee whitener 20 16.7 Amul whitener infant milk Amul DairyDairy 30 25.0 Amul instant full whitener food cream milk Grand Total 120 100%
25% 26% powder Sagar skimmed milk powder Sagar Tea, Coffee whitener Amul Dairy whitener Amul instant full Sagar Tea, cream milk Coffee powder whitener Sagar 10% 17% skimmed milk powder 22%

Sl.No. 1 2 3 4 5

It is observed from the above table that 32 [26.7] respondents consume the Amul spray intent milk food & 12[10.0%] respondents the Amul instant full cream powder. Where us 26[21.7%] respondents to the Sagar skimmed milk powder and 20[16.7%] respondents to the product Sagar tea, coffee whitener and 30[25.0%] respondents to the Amul Dairy whiteners.

8.

PURCHASING WISE CLASIFICATION OF RESPONDENTS Table-8 Sl.No. 1 2 3 4 Factors Weekly Fast nightly Monthly Whenever required Grand Total No.of respondents 21 32 26 41 120 Percentage 17.5 26.7 21.7 34.2 100%

Whenever required 33%

Weekly 18% Fast nightly 27%

Monthly 22%

Weekly Fast nightly Monthly Whenever required

This table reveals that 21[17.5%] respondents to the weekly purchasing milk powder and 32 [26.7%] consumer purchases fast nightly. purchases wherever required. Where as 26[21.7%] consumers purchases the monthly where as 41[34.2%] consumer

9.

SEASONS WISE CLASSIFICATION OF RESPONDENTS Table-9 Sl.No. Factors 1 Yes 2 No Grand Total No. of respondents 80 40 120 Percentage 66.7 33.3 100%

Yes

2 45%

1 55%

1 2

The above table indicates that 80[66.7%] respondents in all seasons and 40[33.3%] respondents to the season wise.

10.

CONSUMER SATISFACTION WISE CLASIFICATION Table-10 Sl.No. 1 2 3 4 Factors Excellent Satisfied Quite satisfied Un Satisfied Grand Total No. of respondents 18 52 31 19 120 Percentage 15 43.3 25.8 15.8 100%

Un Satisfied 16%

Excellent 15% Excellent Satisfied Quite satisfied Satisfied 43% Un Satisfied

Quite satisfied 26%

From the above table it reveals that 18 [15%] consumers are excellently satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied and 19[15.8%] are un satisfied.

11.

QUALITY WISE CLASIFICATION OF RESPONDENTS Table-11 Sl.No. 1 2 3 4 Factors Yes No Cant say Not know Grand Total No.of respondents 72 22 12 14 120 Percentage 60.0 18.3 10.0 11.7 100%

Not know 12% Cant say 10% No 18% Yes 60% Yes No Cant say Not know

From the above data the table indicates that 72[60.0%] of the consumers are satisfied with the quality and price of the product, and 22[18.3%] are not satisfied with the price where as 12[10.0%] of the people were not satisfied with the but satisfied with the quality and 14[11.9%] were unable to respond.

12.

PRICE WISE CLASIFICATION OF RESPONDENTS Table-12 Sl.No. Factors 1 Very high 2 High 3 Reasonable Grand Total No. of respondents 23 25 72 120 Percentage 19.2 20.8 60.0 100%

Very high 19% Very high Reasonabl e 60% High 21% High Reasonable

The above table depicts that 23[192%] are not satisfied with the price of the product 25[20.8%] consumers are some what satisfied and 72[60%] people are highly satisfied with the price of the product.

13.

FACTORS CONSIDER WHILE PURCHASE OF MILK POWDERS Table-13 Sl.No. Factors 1 Price 2 Brand name 3 Availability Grand Total No. of respondents 30 70 20 120 Percentage 25.0 58.3 16.7 100%

Availability 17%

Price 25% Price Brand name Availability

Brand name 58%

From the above table it is clear that Brand name has highest priority can any the 120 respondents 70 consider Brand home while purchasing the product followed as price with 30 responded with 25%. availability with 16.7%. 20 respondents consider

14.

CONSUMER REACTION TO NON-AVAILIABILITY OF PARTICULAR BRAND. Table-14 Sl.No. 1 2 3 4 Factors Go to another outlet Buy another brand Post phoned or purchase Others Grand Total No. of respondents 20 80 15 5 120 Percentage 16.7 66.7 12.5 4.2 100%

Others 4% Post phoned or purchase 13%

Go to another outlet 17%

Go to another outlet Buy another brand Post phoned or purchase Others

Buy another brand 66%

From the above table it is seen that the majority of the respondents (i.e.,) so respondents buy another Brand it their favorite is not available at a particular out let forming 66.7%, 20 respondents 80 to another retail out let to purchase their favorite milk powder. Forming 16.7% of the total respondents, only 15 respondents have post phoned their purchase it their favorite brand is not available at a particular out let and 5 respondents have other reasons.

15.

INFLUENCES ON RESPONDENTS WHILE PURCHASE Table-15 Sl.No. 1 2 3 4 Place Films Friends News paper Other Grand Total No. of respondents 15 50 30 25 120 Percentage 12.5 41.7 25.0 20.5 100%

Other 21%

Films 13%

News paper 25%

Friends 41%

Films Friends News paper Other

From the above table it is clear that most of the respondents decision are depending on their friends advise while purchasing the Amul powder milk they contribute to more than half as the total respondents with total at 50 respondents with 41.7%. Then news paper has influence on 30 respondents with 25% while purchasing. The powder milk through film 15 respondents with 12.5% while purchasing, the powder milk and the rest of the respondents take their own decision while purchasing.

16.

PROMOTION WISE CLASIFICATION OF RESPONDENTS. Table-16 Sl.No. 1 2 3 4 Factors Some what Cant say Not known Cant recall Grand Total No. of respondents 26 32 21 41 120 Percentage 21.7 26.7 17.5 34.2 100%

Cant recall 33%

Some what 22% Some what Cant say Not known Cant recall

Not known 18%

Cant say 27%

The table indicates that 26[21.7%] consumers are some what satisfied, with the promotion offers, 32 [26.7%] are unable to respond about the promotion where as 21[17.5%] consumers are not willing to respond and 41[34.2%] of the consumer cant recall the promotion offers.

17.

PROMOTIONS LIKE WISE CLASIFICATION OF RESPONDENTS Table-17

Sl.No. 1 2 3 4

Factors Price discount Free coupons Context Any other Grand Total

No. of respondents 53 27 22 18 120

Percentage 44.2 22.5 18.3 15 100%

Any other 15% Context 18% Free coupons 23%

Price discount 44%

Price discount Free coupons Context Any other

The table tells us that the promotions offers by the like most is, 53 [44.2%] are free coupons that the offer by like most is 27[22.5%] are context promotion offers by the like low is, 22[18.3%] are any other offers by promotion like low is 18[15%].

CONCLUSIONS
From the above analysis, the following are the conclusions I can derive and they are as follows.

1)

The result that shows that sample respondents interviewed covered

persons of different age groups such as 10-15 and 26 above . The result shown to the table reveals that most of the respondents of the secbad have fill on between the age classification 21-25 constituting 37.5 and 1-15 constituting 25% from the above results can be enclosed that the majority of the respondents are in the age group of 21-25 and above who are students employees as professional. So it is clear that the Amul Milk powder is very much popular the are groups However the company should pay attention to the consumers of age group 10-15 as this is generation which belongs to future consumption. 2) It is absorbed that income group between 5000-8000 (29.2%) from

majority of respondents and then income group between 9000-12000 (25%) turn second with 30 respondents in the income group between 12000-17000 with 25 respondents with 20.5. 3) It is observed that 45 respondents consume 4-7 consumptions monthly

terming majority with 37.5% among the total respondents 120. Secondly 30 respondents consume 1-3 serving monthly forming 25% and 25 respondents consume 8-10 serving monthly and only 20 respondents consume above 10 sowings monthly majority of respondents consume 4-7 servings on an average monthly. 4) It is observed that consumers from the table 90 [75.1] are responded

positively and 20[16.7%] consumers are negatively responded where as 10[8.3] consumers are unable to responded.

5)

It is clear that sampled respondents interviewed covered persons of

different consumers taste.

The results shown in the table revels that most of the respondents in the city have responded as 40[33.3] as accepted the taste of the product and 36[29.2] have not accepted the taste of the product. Where as 45[37.5] are an able to Responded to the taste of the product. 6) It is clear that Amul Milk top at the Brands preference among the majority

of he people with 70[58.3%] respondents family almost all half s the total samples taken, second place is occupied by Good day with 30 responds with [25%] third place is taken by nestle with 20 respondents with (16.7%). 7) It is observed that 32 [26.7] respondents consume the Amul spray intent

milk food & 12[10.0%] respondents the Amul instant full cream powder. Where us 26[21.7%] respondents to the Sagar skimmed milk powder and 20[16.7%] respondents to the product Sagar tea, coffee whitener and 30[25.0%] respondents to the Amul Dairy whiteners. 8) It reveals that 21[17.5%] respondents to the weekly purchasing milk Where as 26[21.7%]

powder and 32 [26.7%] consumer purchases fast nightly. wherever required. 9)

consumers purchases the monthly where as 41[34.2%] consumer purchases

It indicates that 80[66.7%] respondents in all seasons and 40[33.3%]

respondents to the season wise. 10) It is indicates that reveals that 18 [15%] consumers are excellently

satisfied, 52[43.3%] are satisfied where as 31[25.8%] consumers quite satisfied and 19[15.8%] are un satisfied. 11) It is reveals that the indicates that 72[60.0%] of the consumers are

satisfied with the quality and price of the product, and 22[18.3%] are not satisfied with the price where as 12[10.0%] of the people were not satisfied with the but satisfied with the quality and 14[11.9%] were unable to respond.

12)

It is reveals that 23[192%] are not satisfied with the price of the product

25[20.8%] consumers are some what satisfied and 72[60%] people are highly satisfied with the price of the product. 13) It is found that Brand name has highest priority can any the 120 20 respondents consider availability with

respondents 70 consider Brand home while purchasing the product followed as price with 30 responded with 25%. 16.7%. 14) It is seen that the majority of the respondents (i.e.,) so respondents buy

another Brand it their favorite is not available at a particular out let forming 66.7%, 20 respondents 80 to another retail out let to purchase their favorite milk powder. Forming 16.7% of the total respondents, only 15 respondents have post phoned their purchase it their favorite brand is not available at a particular out let and 5 respondents have other reasons. 15) It is observed that most of the respondents decision are depending on

their friends advise while purchasing the Amul powder milk they contribute to more than half as the total respondents with total at 50 respondents with 41.7%. Then newspaper has influence on 30 respondents with 25% while purchasing. The powder milk through film 15 respondents with 12.5% while purchasing, the powder milk and the rest of the respondents take their own decision while purchasing. 16) It is indicates that 26[21.7%] consumers are some what satisfied, with the

promotion offers, 32 [26.7%] are unable to respond about the promotion where as 21[17.5%] consumers are not willing to respond and 41[34.2%] of the consumer cant recall the promotion offers. 17) It is reveals that the promotions offers by the like most is, 53 [44.2%] are

free coupons that the offer by like most is 27[22.5%] are context promotion offers by the like low is, 22[18.3%] are any other offers by promotion like low is 18[15%].

SUGGESTIONS

Since the brand has well positioning it should be well marketed such that every family group irrespective of its size buy the milk powders.

The product should be priced in such a manner that every family targeted irrespective of monthly incomes should be purchased.

The distribution network of the product must be well maintained. Company has to take measure to maintain the quality of the product. All the users must be given awareness on the other powder Milk brands available and make them to use other than product.

All the promotional tools like Advertisements, Window displays should be well managed so as to motivate the consumers not to loose his mind on Amul products.

Good techniques to be used by the company to create awareness on other Amul products.

Many steps have to be taken by the organization to take necessary steps in packaging, quality taste of the products as per the consumers requirements.

QUESTIONNAIRE
1. NAME :

2. 3.

ADDRESS AGE

: ( ( ( ( ( ( ( ) ) ) ) ) ) ) b) 5000-8000 d) 12000-17000 ( ( ) )

: Below 10 10-15 16-20 21-25 Above 25 : Male Female

4.

SEX

5.

FAMILY MONTHLY INCOME: a) 3000-5000 ( ) c) 9000-12000 ( ) e) above 17000 ( )

6.

On an average how may serving do you have monthly a) 1-3 c) 8-10 ( ( ) ) b) 4-7 ( ) )

d) 10 above (

7.

Do you know about Amul Milk powder: a) Yes c) Cannot say. ( ) b) No ( )

8.

Are you the customer of Amul milk powder. a) Yes c) Cannot say. ( ) b) No ( )

9.

Which brand do you normally consume: a) Amul Milk b) Good day c) Nestle

10.

What kind of Amul Milk variant powder are you using. a) Amul spray Infant Milk food b) Amul Infant full cream milk powder

c) Sagar skimmed milk powder d) Sagar Tea, coffee whitener e) Amul dairy whitener 11. What is the frequency of purchasing Amul Milk powder? a) Weekly b) Fast nightly c) monthly

d) whenever required 12. Do you use Amul milk powder all seasons a) Yes 13. b) No.

Are you satisfied with Amul Milk powder a) excellent b) Satisfied c) Quite-Satisfied d) un-satisfied

14.

Does the price Amul Milk powder consume of quality a) Yes b) No c) Cant say d0 Not known

15.

How did you feel the price of Amul milk powder. a) very high b) high c) reasonable

16.

What are the factor considering when purchase of powder Milk a) Price b) Brand name c) Availability

17.

If you favorate brand is not available at retail out let. What will you do. a) Go to another retail out let b) By another brand c) Post phone your purchase d) Other.

18.

How you come to know about Amul Milk a) Friends b) News paper c) Films d) other

19.

Do you purchase Amul Milk powder brand at promotion offers a) Some what b) cant say c) Not known d) cant recall

20.

Which of the promotion offers do you like most. a) Price discount b) Free coupons c) context d) any other

21.

Any Suggestions

BIBLIOGRAPHY

Marketing Research Marketing Management Principles of Marketing

: : :

GC Beri Philip Kotler Philip Kotler

www.Google.com www.Amul.com

CONTENTS

CHAPTER-I

INTRODUCTION Need of the Study Objectives of the Study Methodology Scope and Limitations

1-18 6 7 8 9 9-18 19-29 30-46 47-51 52-54

CHAPTER-II CHAPTER-III CHAPTER-IV

Theoretical Frame Work COMPANY PROFILE DATA ANALYSIS AND INTERPRETATION CONCLUSIONS & SUGGESTIONS QUESTIONNAIRE

APPENDIX

BIBLIGORAPHY

A PROJECT REPORT ON

CONSUMER BEHAVIOUR TOWARDS AMUL POWDERED MILK

With Reference to Gujarat Co-operative Milk Marketing Federation Limited HYDERABAD, Andhra Pradesh

Submitted to Kakatiya University in partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

K. VENU
(H.T.No.100960200) Under the guidance of

Md. ALI

DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT

CHAITANYA P.G. COLLEGE (Affiliated to Kakatiya University) Kishanpura, Hanamkonda. 2009-2011

CERTIFICATE
This is to certify that the Project Report entitled CONSUMER BEHAVIOUR
OPERATIVE

TOWARDS
MILK

AMUL MILK

at GUJARAT

CO-

MARKETING

FEDERATION

LIMITED

Hyderabad has been prepared by K. VENU under my supervision. She has completed this project work as per rules prescribed for the partial fulfillment for the award of the degree of MASTER OF BUSINESS ADMINISTRATION (MARKETING). It is bonafied work done by her and has not been submitted either in part or in full for any degree or Diploma of any University.

Mr. Md. Ali (Project Guide)

DECLARATION

This is to declare that the project report entitled A STUDY OF CONSUMER BEHAVIOUR BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LIMITED, HYDERABAD is record of bonafide work carried out by me is submitted in partial fulfillment of the requirement for the award of degree of MASTER OF BUSINESS ADMINISTRATION, from Kakatiya University in the year 2009 2011. I also declare that this is the original work done by me and no part of this work is submitted to any university or institute for the award of any other degree or diploma.

K. VENU

ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to all those who have made it possible to accomplish this report work. I am very much indebted to my project guide Mr. S. SRINIVAS for attention and valuable suggestions through the work. I will forever indebted to Mr. CH. SRIHARI RAO Junior Executive of (Sales) the AMUL SAGAR MILK MARKETING FEDERATION LIMITED for giving this work and for his co-operation. I am immensely thankful to all respondent who cooperated with me by giving necessary information. Last but not least, I express my sincere thanks to all my friends and relative for their co-operation.

K. VENU

BIBLIOGRAPHY