By :

Binay Mohanty
Gowtham Sai
Pooja Verma
Tarun Pandey
 Consumer diffusion process
Diffusion is a process by which an innovation is communicated
through certain channels over time among the members of a social
system.
Four main elements in the diffusion of new ideas are-
1- Innovation
2- Communication Channel
3- Time
4- Social System
 Amul TK patel Governmen
Khedas VCS
formation t research
leader formation
in 1946 creamery
in Anand

Dinkar
desai
Aarey milk High
colony and Monopoly of annual payeme
imported milk milk supply grand of nt to
powder from to BMS 3lakhs Amul
new zeland
 UNICEF
intervention Milk powder Amul butter
from buffalo New dairy
milk drying -1957
milk -1955
equipment

Impor
t
substi
tution

Baby food from

Agreement
Buffalo milk Condensed milk
with Tata Processed
Save govt. 1958
Voltas cheese
rupee
 Reason for successful penetration of Amul
products
Existence of demand
Distance to demand- This assumption run counter to Von
Thunen Model of agricultural land use. According to the
model , a city is surrounded by 4 rings of agricultural activity ,
the ring closest to the city is composed of dairying
Pump Priming
Good cooperative leadership
 Consumer decision making
Choice preference of a customer depends upon
I. Alternatives
II. Attributes of values
III. Uncertainties
IV. How information is available in the market in terms of
content and structures
 Cont..
The choice preference may also depend on things like
I. Time pressure (Wright)
II. Alternative (Payne)
III. Individual difference in ability of knowledge
IV. Bonded rationality
 Cont..
Different products of Amul caters different needs of individual
and mainly it fulfils the functional need of health and
nourishment
Easy availability of product plays a major role in consumer
decision making as satisfying heuristic approach may play a
major role in consumer decision making process
 Relationship management
Engagement of farmers
Women empowerment
Social media
Through Contests conducted by amul
Different advertisements campaign
The visit of intellects from national and international agencies
Organizing various services a different locations
Customer satisfaction
Since Ages Amul have Been Catering all the dairy needs
starting from Milk, its variants and other dairy related
products
Easy Availability Of Milk
Thank you