Milk Project - Copy
Oct 05, 2015
INTRODUCTION
MARKETINGis a total system of business, an ongoing process of:1.Discovering and translating consumer needs and desires into the products services (planning and producing the planned products).2.Creating demand for this product and services (through promotion and pricing)3.Serving the consumer demand through planned and physical distribution) with the help ofMARKETINGchannels and then I turn.4.Expanding theMARKETeven in the place of keen competition.
The modernMARKETERis called upon to set the marketing objectives, develop the marketing plan, organize the ,marketing function, implement the marketing plan or programme ( marketing mix) and control the marketing programme to ensure the accomplishment of the set marketing objectives. The marketing programme covers producer planning or merchandising, price, promotion and distribution.In short, modern marketing begins with the customer, not with production cost, sales, technological landmarks and it ends with thecustomer satisfactionand social well-being. Under the market- driven economy buyer or customer is the boss.MARKETINGhas been viewed as an ongoing or dynamic process involving a set of interacting activities dealing with aMARKEToffering by producers to consumers on the basis of reliableMARKETINGanticipation.Marketing is a matching process by which a process by which a producer provides a marketing mix that meets consumer demands of a target markets within the limits of society. The process is based on corporate goals and corporate capabilities. Marketing process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing his products. He uses marketingresearchas a tool to anticipateMARKETdemand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange or a transaction takes when market offering is acceptable to the customer who is prepared to give something value I return against the product so bought.
INDUSTRY PROFILE Dairy is a place where handling of milk andmilk productsis done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale.The dairy sector in theIndiahas shown remarkable development in the past decade andIndiahas now become one of the largest producers of milk and value-added milk products in the world.The dairy sector has developed through co-operatives in many parts of the State. During 1997-98, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State.
AlsoIndiatoday is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, andJapans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form.
The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn.
Milk Productionfrom 1950 to 2020
1950 17 million tonnes1996 70.8 million tonnes1997 74.3 million tonnes(Projected) 2020 240 million tonnesExpected to reach- 220 to 250 mt 2020Indiacontributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020)
World'sMajorMilkProducers (Million MTs)Country2002-032003-04 (Approx.)
India8184.5
Brazil7577
Russia3433
Germany2727
France2424
Pakistan2122
USA7171
UK1414
Ukraine1514
Poland1212
New Zealand1112
Netherlands1111
Italy1010
Australia910
Research and Development in Dairy Industry
The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industrygrowth and development. The research and development of products of dairy, like yogurt and cheeseMARKETresearch and company reports provides insights into product andMARKETtrends, analysis opportunities,sales andMARKETINGstrategies will help local milk unions to develop and spread world wide through obtaining this knowledge. Specific on market share, segmentation, size and growth in theUSand globalMARKETSare also helps industry to expand its market worldwide even small union also.
Development of Food Processing Industry
Thefood processing industrysector inIndiais one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth.
Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give goodMARKETopportunities to produces milk.
Products and Industry Status
Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed milk etc.. some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally.Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.
Investment Potential in Milk Products
At the present rate of growth,Indiais expected to overtake theUSin milk production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being largely imported, manufacture of casein and lactose has good scope in the country.
Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr.
Production of Milk inIndia
The facts and figures here shown are calculated on the basis of percentage increases pear year.YearProduction in million MT
1993-9461.2
1994-9563.5
1995-9665.0
1996-9768.0
1997-9871.0
1998-9974.5
1999-0078.0
2000-0181.51
2001-0285.17
2002-0389.0
2003-0493.0
2004-0597.65
2005-06102.45
2006-07107.58
Company profile of Amul
NameKaria district co-operative milk producers ltd, widely known as Amul
FromCo-operative sector registered under the co-operative society act
LocationAmul dairy, nr, railway station, Amul dairy road,Anand Gujarat,India
Registration14thDecember, 1946
RegisteredKaira district co-operative milk producers ltd, Anand -388 001.Gujarat
SizeProduction of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products.
PlantThere are 4 plants1)Amul Plant 2) Kanjari Plant3) Mogar Plant 4) Khatraj Plant
Banker1.The Kaire District Center Co-Operative Bank Ltd.2.UTI bank 4. Bank ofBaroda3.SBI 5. Corporation bank 6. Bank ofMaharashtra
Working10:45 am to 5:45 pm
Founders1.Shri Tribhuvandas K. Patel2.Shri Sadar Vallabhbhi Patel3.Shri Morarji Desai4.Shri Verghese Kurien5.Shri Harichand M. Dalaya
BriefHistory of Amul: Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement inIndia. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative MilkMARKETINGFederation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers inGujarat,India.
AMUL is based in Anand,Gujaratand has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has madeIndiathe largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.
AMUL: The origin
The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of theHimalayas. Similar is the story of Amul which inspired Operation Flood and heralded the 'White Revolution' inIndia. It began with two village cooperatives and 250 liters of milk per day, nothingbut a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk productsper day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern of liberation and self-reliance for every farmer to follow.
The Start of a Revolution
The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else inIndia. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. The marketing and distribution system for the milk was controlled by privateTRADERSand middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946.Amul'sSecret ofSuccessThe system succeeded mainly because it provides an assuredMARKETat remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to: Provide a support system to the milk producers without disturbing their agro-economic systems Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example par excellence, of an intervention for rural change. Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its roles and limitations Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers andTheUnionlooks after policy formulation, processing andMARKETINGof milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. The village society also facilitates the implementation of various production enhancement and member education programs undertaken by theUnion. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.
GujaratCooperative MilkMARKETINGFederation
GCMMF: An OverviewGujarat Cooperative MilkMARKETINGFederation (GCMMF) isIndia's largest food productsMARKETINGorganization. It is a state level apex body of milk cooperatives inGujaratwhich aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value forMONEY.
Members:13 district cooperative milk producers'Union
No. of Producer Members:2.7 million
No. of Village Societies:13,141
Total Milk handling capacity:10.21 million liters per day
Milk collection (Total - 2007-08):2.69 billion liters
Milk collection (Daily Average 2007-08):7.4 million liters
Milk Drying Capacity:626 Mts. per day
Cattlefeed manufacturing Capacity:3090 Mts per day
Sales turn over from 1994 to 2008:Sales Turnover Rs (million)
1994-9511140
1995-9613790
1996-9715540
1997-9818840
1998-9922192
1999-0022185
2000-0122588
2001-0223365
2002-0327457
2003-0428941
2004-0529225
2005-0637736
2006-0742778
2007-0852554
Ownership Pattern of Amul
Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization.Gujaratco-operative milkMARKETINGfederation ltd. widely known as GCMMF faces through competition in the IndianMARKETby different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies inIndia. In western ofIndia, GCMMF shares most of theMARKETwhile in other parts ofIndiait is next so. But slowly and surely GCMMF is growing in sharing theMARKETwith other competitors industries.Now there is machinery aroundRs. 1500 lakhwhich is to be in expansion with higher advanced machinery toRs. 1600 lakhs.Accumulated members share capital in union isRs. 553,935,000this share capital is deposited in Amul bank account in the name respective member dairy co-operative societies.
Information about Competitors
The Indian market is dominated by a large number of small local manufacture and regional players.There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market.They have also competitor in the market. They felt very tuff competition in our country and outing countries.
According to Product CategoriesFor Liquid Milk:Gayatri MilkSuper MilkPayal MilkSardar MilkSamrrudhi MilkSagar Milk
For Ice-Cream ProductGokul Ice-CreamDairy Den Ice-CreamQuality Walls Ice-CreamHavmor Ice-CreamMaxVadilal Ice-Cream
For Ghee ProductGopi GheeGayatri GheeKrishnaGheeAbad GheeNestle
For ChocolateCadburyMaxDairy MilkFive Star
ButterNature butterCheeseBritanniaLebon
Theoretical Background of This Study
STATEMENT OF THE PROBLEM
Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Milk Products
OBJECTIVES OF THE STUDY
This project is based on consumer satisfaction towards Amul Milk and Milk products in Anand. Objectives of study are;1.To know the customer behavior and to identify the level of customer satisfaction towards Amul2.To offer pragmatic suggestion for growth and development of Amul products.3.To know the variousMARKETINGmix that influence the customer behavior.
SCOPE OF THE STUDYCustomer satisfaction is an important element in theMARKETINGactivity. This customer satisfaction decides the fate of the product and organization. There is various factors influence to the customer satisfaction. These factors are,Post purchase behavior, Reputation, Product availability, Branding, and convenient etc.
METHODOLOGY
The study is mainly concerned with behaviors of the customers satisfaction towards AMUL products and Milk products. Hence various data and methodology is considered in my report preparation. The main data sources are:
PRIMARY DATA
The primary data refers to original information gathered for a specific purpose and provides up to date, accurate and relevant information and it is gathered in an investigation according to the needs of the problem.
TOOLS USED TO COLLECT THE PRIMARY DATA
The primary data is collected on the basis of survey method with the help of questionnaires, and interviews, personal observation, direct consultation with consumers and dealers.Both open and closed end questions are used in the questionnaire.
METHODS The survey method is used to collect the primary data with the help of questionnaire based on explorative and conclusive research.
SAMPLING UNIT
It refers to the individuals who are to be surveyed in the study and it is the customer who is consuming or using or who has bought AMUL milk and milk products are surveyed.
SAMPLE SIZE
It refers to the number of people surveyed for this topic, in the study 100 people were surveyed and responses drawn.
SECONDARY DATA The secondary data can be defined as data collected by son\me one else for purposes other than solving problem being investigation and previously meant for another purpose. A secondary data is collected from the books, periodical journals, magazines, papers, company records, internet and other publication.
LIMITATION OF THE STUDY
1.Total coverage of the study is limited to the few customers for collecting AMUL milk and milk products at Anand,Baroda, and Vidhyanagar & at some small village.2.Sample size of the study is restricted to 100 customers only.3.Most of the respondents hesitate to give information but how ever an attempt is made to collect the data systematically.4.Time is the one constraint of the survey.
THEORITICAL DISCUSSION
INTRODUCTION
The term MARKET is derived from the Latin word Marcatus which means toTRADEor place of business. So in the literal sense and in the ordinary language, the term Market refers to a certain place, where buyers and sellers personally meet each other and make their purchase and sales. In short, it means a certain place where goods are bought and sold.
However in commerce the term Market is used in the economic sense. In the economic sense the term Market does not refer to any particular place where buyers and sellers meet face to face and make their purchase and sales, but covers the whole of any region, where the buyers and sellers are in such free intercourse, that is contract orcommunicationwith one another that a single price prevails for a certainCOMMODITYat a certain point of time through the region.
In short, it means the getting together of buyers and sellers in person or any by mail telephone, telegraph of through any other means of communication.
Marketing The meaning of the term MARKETING can be studied under two heads. They are, 1. Traditional or old view ofMARKETING 2. Modern of customer orientedMARKETINGDefinition According to the American Marketing Association, Marketing is the performances of business activities that direct the flow of goods and services from producer to customer or user
Five Stages of Customer Bonding
This bond results from effective one-on-one communication, mutually-beneficial interaction, the company's genuine interest and involvement in the customer's life and lifestyle, a combination of customer allegiance and company advocacy, and a shared sense of purpose.Customer loyalty develops from personal relationships and trust between the company and the customer over time. This includes keeping customers involved throughout the product lifecycle as well as developing products and/or services to meet changing customer needs and desires.
AWARENESSThe art of earning customer "share-of-mind" involves creating an impression of personal identification with the company's products and/or services.This first stage, awareness, represents the weakest aspect of a relationship because it is non-interactive and depends entirely on the customer's perception
IDENTITYThe identification stage occurs when a potential customer asks the question, "What's in it for me?"A customer identifies a product of service as meeting one or more important personal needs, such as self-fulfillment, status, or belonging.A customer may perceive the company as having values and preferences similar to his own and begin to form a relationship with the company.
RELATIONSHIPAt this stage, the customer receives the benefit of products and/or services tailored specifically to his individual needs (at least as nearly as the company can provide).Once a customer interacts with the company, repeated experiences of individual customer satisfaction take on significant importance.Customers expect that products will work and that they will receive good service. Customer delight results largely from how a product is sold and is serviced as well as how the company responds to inquiries and solves problems.
COMMUNITYCustomer bonding requires high levels of effective interaction. When the company integrates its products and services into the life and lifestyle of its customers, communal bonding occurs.The community relationship stage achieves an integration of values, preferences and priorities between customer and company where each derives mutual benefit. Companies that achieve this type of loyalty consistently delight their customers.
ADVOCACYAt this advanced level of customer bonding, the company services as an advocate for the customer, and the customer shows an allegiance to the company; word-of-mouth advertising flourishes. Because the company now can encourage buyer-get-a-buyer programs through appropriate incentives, it must be prepared to follow through professionally to make new recruits feel as valued as the advocates who recommended them.
Market Segmentation The process of talking the total heterogeneousMARKETfor a product & dividing it in to several subMARKETSeach which tend to be homogeneous in all significances.There are few bases for segmentation markets,Customer characteristicsConsumer responsesThe major segmentation variables for consumersMARKETSare,oGeographic segmentation (nation, state, country, city)oDemographic segmentation (age, family, religion, generation, nationality, social class)oPsychographic (life style, personality & status class)oBehavioral (occupation, benefits, users, loyalty, )These variables can be used singly or in combination, businessMARKETERuse all these variable as along with operating variables, purchasing approaches, substantial, accessible, differentiable, & actionable.
Customer Behavior The termconsumer behaviorrefers to the behavior that consumer displays in reach for purchasing using, evaluating & disposing of products & services that they except will satisfy their needs.
Consumer Research Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt & unfelt needs, to learn how consumers. Perceive product & brand & stores. What their attitudes are before and after promotional campaigns & how & why they make their consumption decision.
Consumer Satisfaction All business firms have realized that marketing is a core element of management philosophy & the key to its success lies in focusing more & more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before theMARKETERis to ensure that they should satisfy every customer. Satisfaction is an important element in the evaluating stage. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifices he has made one the customer purchase & use the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer form the purchase of the product or services is that more favorable post-purchase attitude, higher purchase intention & brand loyalty to be exhibited that the same behavior is likely to be exhibited in a similar purchasing situation. The term consumer is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product & services & are willing to come back & pay for it again.Today the firms aim to give satisfaction to the customer through marketing concepts. The firm try to help the buyers in the solving the problem then competitors. TheMARKETERSmust see that consumers with purchasing power constitute a potentials buyers are identified. It is essential for the marketer to carry out the business in such a way that they give satisfaction to consumers needed. When a firm markets a product or service it should aim to enjoy consumers satisfaction & profit maximization.
Concept & Need for Studying Consumer Behavior Consumer behavior can be said to be the study of how individual make decision on how to spend their available resources (time, money, effort) on various consumption related items. This simple definition of consumer behavior tells theMARKETSto resolve every activity around the ultimate consumers & gauge their behavior by specially focusing on: Who buys products or services? How do they buy products or services? Where do they buy them? How often they buy them? Why do they buy them? How often they use them?
These questions will help in understanding better what factors influences the decision making process of the customers. The decision making process identifies the number of people who are involve in this process & describes a role to them like users, decides, influences & buyers. It is believed that consumers or customers make purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. Thus it will be very important to understand what & how mush them to evaluate the goods & services offerings.
Customer Expectation Customer expectation through look realistic is very often build upon on a very high platform. Then the quality of the product or services may not match the expectation. This again will affect the consumer satisfaction level. So as to reduce the level of dissatisfaction among the customers, the marketing decision maker could adopt approaches wherein he can classifyMARKETin relation to the degree of opportunity to deliver customer satisfaction. He could establish itself common factors & them evaluate eachMARKETopportunity against these. The most probable factors which influence consumers behaviors are: Market size Rate of growth of theMARKET Stability or demand The due importance attached to price by the consumers before making a purchase decision Consumer emphasis & the due importance given to the quality aspect The consumers desire for product innovation The level of competition (inclusive of both existing & potential competitors) The firms competitive strengths in terms of price & product Expectations at the general level like are quality, durability, reliability, style, etc.
Feedback Many of the companies are entrusting their customers to give a feedback & use this as a means of maintaining regular contact & dialogue, having realized the importance of obtaining a feedback the consumers. Rather than avoiding comment, companies are encouraging their customers totalk, as mention above, feedback helps them,MARKETfirm to get on idea of the customers view point on their product or services & more important is that this information will help them to take action & deal with any problem immediately.
Brands Brands were originally developed as labels of own ship:NameTermDesignand Symbol.However, they today it is what they for people that matters much more, powerful brands can drive success in competitive andFINANCIALmarkets, and indeed become the organizations most valuable assets.
Brand Loyalty It has been proclaimed by some to be the ultimate goal ofMARKETING. In marketing, brand loyalty consist of a consumers commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. True brand loyalty implies that the consumer is willing, st least on occasion, to put aside their own desires in the interest of the brand.
Customer Focus Many companies today have a customer focus (or customer orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer driven approach, the sense of identifyingMARKETchanges and the product innovation approach. In the consumer driven approach, consumer wants are the drivers of all strategic marketing decision. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential customers. The starting point is always consumer. The rationale for this approach is that there is no point spending R&DFUNDSdeveloping products that people will not buy. History attested to many products that were commercial failure in spite of being technological breakthroughs.
CustomerLoyalty It takes a lot lessMONEYto increase your retention of current than to find new ones but I know I dont give it as much effort as I should because it does take a lot of energy and effort
Analysis andInterpretation of theDataThe collected data were not easily understandable, so I like to analyze the collected data in a systematic manner and interpreted with simple method. The analysis and interpretation of the data involves the analyzing of the collected data and interpretation it with pictorial representation such as bar charts, pie charts and others.
Gender Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and female. Gender classification is requiring toMARKETERbecause different gender exibit different perception towards products. In classification of gender the following number is used to know their perception.
Classification of Customers Based On SexSexNo. of respondentsPercentage %
Male3535
Female6565
total100100
Sources: Primary Data Table no 5.1Interpretation 35% of the respondents are male and 65% of the respondents are female. From the above table we can conclude that, the majority of the respondents were belongs to female group.
Occupation Occupation is also influences a persons consumption pattern. A blue collar worker will buy work cloths, work shoes and lunch boxes. Similarly the Amul Milk and Milk products are purchased by various occupants. The following occupants of the respondents are classifies for the data collection.
Analysis of Occupation of the RespondentsOccupationNo. of. respondentsPercentage%
Business2020
Employee1010
House wife6565
Others0505
Total100100
Sources: Primary DataTable no.5.2
Interpretation 20% of the respondents are business, 10% of the respondents are employees, and 65% of the respondents are house wives, 05% of the respondents are others group. Income
Income decided the purchasing power of the customer. If the income is high then, they go for high quality irrespective of price of the product. Hence in this research I like to collect the data how income is influence to purchase Amul Milk and Milk products.
Analysis ofMONTHLY INCOMEof the RespondentsMONTHLY INCOMENo. of respondentsPercentage %
Below 50003838
5001-100003030
10001-150002121
15001 & above1111
Total100100
Sources: Primary DataTable No: 5.3Interpretation As per the data 38% of the respondents earn per month below 5000, 30% of the respondents earn 5001 to 10000, 21% of the respondents earn above 10001 to 15000. 11% of the respondents earn 15000 & above. From the above table we can conclude that majority of the respondentsMONTHLY INCOMEgroup of below 5000 and more than 5000 to 10000. Purchasing Factor Identification of various factors plays a vital role in consumer behavior study. The various factors such as quality, price easy available etc. is influencing lot and influences positively. The following data reveals how various factors are influencing to buying of Amul Milk and Milk products. Analysis of Factors to Buy AMUL Milk and Milk ProductsFactorsNo. of RespondentsPercentage %
Quality3838
Brand image2828
Price2020
Easy availability1414
OthersNilNil
Total100100
Source: Primary Data Table no: 5.4 Interpretation 38% of respondents buying AMUL Milk & Milk products for its Good Quality, 28% of respondents use for its Band Name,20% of its Price consideration, 14% of its easy availability of respondents buying AMUL Milk & Milk products.
Quality Company has two responsibility in a quality centered. First, they must participate in formulating strategies and policies designed to help the company win through total quality excellence. Second they must deliverMARKETINGquality alongside production quality. This helps to company to attract more number of customers to their products. Hence I try to collect information related to quality of AMUL Milk & Milk products.
Opinion of the Respondents Regarding QualityOpinionsNo. of RespondentsPercentage ( % )
Thickness3535
Freshness4545
Taste2020
OthersNilNil
Total100100
Sources: Primary DataTable no: 5.5
Interpretation As per the data, 35% of the respondents buy the milk due to Thickness, 45% of the respondents for Freshness, and 20% of respondents for Taste. Quality takes vital role in every organization. From the above table we can conclude that majority of the respondents expressed that AMUL Milk & Milk products have Thickness. Respondents Consumption Quality Consumption quality is varying with various respondents. Some of customer they buy less quantity and some them huge quantity depends upon requirement and number of people in their houses. The data is collected to know the various consumption patterns.Analysis of Consumption of Average Milk per DayConsumptionNo. of RespondentsPercentage (%)
1 Liter7070
2-4 Liter1010
More than 4 Liters2020
Total100100
Sources: Primary DataTable no: 5.6 Interpretation 70% of the respondents are consuming one liter per day. 10% of the respondents are consuming two to four liter per day. 20% of the respondents are consuming more than four liters per day. From the above table we can conclude that majority of the respondents were consuming one liter per day.
Purchase Duration Repeat purchase will help to know what customer loyalty towards Amul Milk & milk products. When consumer repeatedly purchases the product, it is understood that they are satisfied with the products. The following data show the various statuses of the respondents.
Analysis of Purchase Duration of the AMUL Milk & Milk ProductsDurationNo. of RespondentsPercentage (%)
6 Months0505
1-2 Years1515
3-4 Years2020
More than 4 years6060
Total100100
Sources: Primary DataTable no: 5.7
Interpretation As per the data gathered, out of 100 respondents, 05% of the respondents buying since last six months, 15% of the respondents from one to two years, 20 % of the respondents from three to four years, 60% of the respondents buying AMUL Milk & Milk products from more than four years. From the above table we can conclude that majority of the respondents consuming AMUL Milk & Milk products more than four years. Opinion towards Products
The behavior of users after his commitment to a product has been collected with respect product and terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk & Milk products.
Analysis of Rating towards AMUL Milk & Milk productsRatingsNo. of RespondentsPercentage (%)
Excellent2525
Good4848
Average2222
Poor0505
Total100100
Source: Primary DataTable no: 5.8Interpretation 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor. From the above table we can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality.
Common Complaints A customer centerd organization makes it ways for its customer to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not.
Analysis of problems in Amul Milk ProductsOpinionsNo. of RespondentsPercentage (%)
Yes1010
No9090
Total100100
Sources: Primary DataTable no: 5.9Interpretation Only 10% of the respondents said that that there is no problem is AMUL Milk & Milk products. 90% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority that the respondents are not havingany problems in AMUL Milk & Milk products. Purchasing Place Purchase place is also important to know where users choose their purchase point. This helps toMARKETERto design various promotion and distribution programmes. The data is collected to know the various purchase place and availability.
Analysis of Availability of Products from DealersEasily AvailableNo. of RespondentsPercentage (%)
Yes9595
No0505
Total100100
Sources: Primary DataTable no: 5.10Interpretation 95% of the respondents said that they are getting AMUL Milk & Milk products easily. Only 05% of the respondents disagree with the easy available of AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents getting the AMUL Milk & Milk products easily from the dealers or retailers.
Opinions towards Products The behavior of user after his/her commitment to a product has been collected with respect products terms of satisfaction with rating scale. The following are the data obtained related to AMUL Milk & Milk products
Value for theMONEY Consumers always think while paying price to the products such as how much we are paying towards products and how much we are getting. This data is gathered to know what value they are receiving from the AMUL Milk & Milk products.
Analysis of Value forMONEYPaid by the RespondentsResponseNo. of RespondentsPercentage (%)
Yes9696
No0404
Total100100
Sources: Primary Data
Table no: 5.11Interpretation 96% of the respondents feel that they get the value for money they paid. Only 04% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed thatthey are getting the value for money they paid.
Influence to Others to Buy Products Post experience & benefits will help organization in obtaining the additional sale. In this connection feedback its act as an influence to others to adopt the product the user survey has conducted to identify what an extent user recommends to others. The data has been extracted & it is as follows.
Analysis of RecommendationsRecommendedNo. of RespondentsPercentage (%)
Yes9595
No0505
Total100100
Sources: Primary DataTable no: 5.12Interpretation 95% of the respondents were recommended verka milk and milk products, 05% of the respondents were not recommended verka milk and products to others. From the above table we can conclude that majority of the respondents were recommended verka milk and milk products.
Table no: 5.12Interpretation 95% of the respondents were satisfies with the AMUL Milk & Milk products. 05% of the respondents were not satisfies with the AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents were satisfied with the AMUL Milk & Milk products.
FINDINGS, SUGGESTIONS AND CONCLUSIONSFINDINGS This chapter is including in my survey findings, suggestions and conclusions of my study. First I would like to present my survey findings. The main findings of my survey are as follows:1.It is findings in the survey that females are the main decision maker for the milk and milk products. As per the data, 65% of female and 35% of male makes purchase decision.2.Based on the occupation of the customer, it is found in the survey that 65% are the housewives and 35% are from various occupations such as a businessman, employee, farmers, etc for the Amul Milk & Milk products.3.Incomes less than 5000 to 10000 are more attracted to Amul Milk & Milk products. As per the data, 79% of the respondents income is under this group.4.The main purchasing factors for the Amul Milk & Milk products are Quality and Brandimage. The data reveals that 42% influences on Quality and 32% influenced for the Brand.5.88% of the total respondents are using product since from a long time. The majority of the respondents are using Amul Milk & Milk products from more than 3 years.6.Overall opinion of the product performance data reveals that Amul product satisfies 70% of the respondent and 30% respondents opinion is average.7.It is found in the survey that 32% of the total respondents are dissatisfied on dealers services.8.It is found in the survey that customer are influencing through Word of Mouth.
SUGGESTIONS
1.Milk and milk product purchase decisions are more decided by women rather than male, because she act as a invigilator, execute her decision and influence the same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest Amul co-operative society to concentrate more on the women and men suggestions for designing theMARKETINGstrategy, because womens role in the house is dominant, even in the various decisions.2.Occupation of the user influences the purchase decisions. The particular occupation plays a vital role in deciding the product or services. Women segment are influencing more on milk and milk products. Therefore, an occupation is the factor influencing the product.3.Income of the people decides the purchasing power. The high income prefers to purchase product with the quality, freshness, thickness, etc. and vice versa. So I suggest Amul to concentrate also on low income segment to captureMARKETand position themselves in the minds of the customer with required quality and quality milk and milk products.4.Quality and BrandImageplays a dominant role. Milk and milk products move in theMARKETdue to its quality and brand. Therefore it should maintain the same.5.Since Amul is having loyal customer it should concentrate more on this factor through various potential programmes such as campaign, premium packs, offers etc., this helps to increase the loyalty towards the Amul products.6.As only 30% of the total respondents are dissatisfied which is quite a large percentage and this may influence negatively and increase the rate of switch over. Hence I suggest management to concentrate on few product quality, shelf life, dealers approach, outlet maintenance etc. will help Amul to satisfy to a greater extent.7.Milk and milk product are having high demand and it is considered as a very essential products. In present practice, purchase of milk and milk products is through dealers. In this connection dealers approach towards the product.8.Customer is influential, hence I suggest Amul to look after the dealers issue with due care.9.When product possesses quality and other important attributes naturally they propaganda about product through word of mouth and vice versa. Therefore if the quality and attributes are fine tuned according to the needs will help the Amul to get reputation and additionMARKET.10.Introduction of various economic products lies may help Amul to attract the existing and new customers and may attract all income level groups. Hence I suggest management to introduce new product line which can satisfy the entire group.
Conclusions
From the survey conducted it is observed that Amul milk and Milk products has a goodMARKETshare. From the study conducted the following conclusions can be drawn. In order the dreams into reality and for turning liabilities into assets one must have to meet the needs of the customers. The factors considered by the customer before purchasing milk are freshness, taste, thickness and easy availability. Finally I conclude that, majority of the customers are satisfied with the Amul milk and Milk products because of its good quality, reputation, easy availabilities. Some customers are not satisfied with the Amul Milk & Milk products because of high price, lack of dealer services, spoilage and low shelf life etc. therefore, if slight modification in the marketing programme such as dealers and outlets, promotion programmers, product lines etc., definitely company can be as a monopoly and strongMARKETleader.Amul has also to take care of its competitors into consideration and more importantly its customers before making any move.
Customer Response Questionnaire
Saiyed Sohelahmed, student of second year MBA of the H M S Institute of Technology, Tumkur, Karnataka, he is doing main project on Customer Satisfaction Towards AMUL Milk & Milk products at AMUL, Anand, Gujarat as a part of study. I request you to provide the required information for the completion of my study.Promise that the information is used exclusively for academic purpose only.1.personal profile: A. Name: B. Address:
C: Sex: Male: [ ] Female [ ]
G: Age: [ ]
E: Occupation:
1. Self-employed: [ ] 3.Professional: [ ]
2. House wife: [ ] 4. Student: [ ]
2.Which product you are buying?
3.What is the most important factor that matters while buying an Amul product?
a. Quality: [ ] b. Price: [ ] c. Service: [ ]
4.How did you come to know about the Amul product?
a. By friends/family: [ ] b. Direct mailers: [ ]
c. Press Ads: [ ] d. Reference website: [ ]
e. T.V. Ads: [ ]
5.Which configuration would you decide on while buying an Amul product? a. Intermediaries: [ ] b. Standard: [ ]
c. Latest / Advanced: [ ]
6.Are you satisfied with the quality of the product?
a. Yes: [ ] b. No: [ ]
7.Do you think the price of Amul product is high / low compared tocompetitors product? a. Very good: [ ] b. High: [ ]
c. Average: [ ] d. Same: [ ]
8. How often do you buy this product of Amul?
a. Daily: [ ] b. Monthly: [ ]
c. Weekly: [ ] d. Occasionally: [ ]
9. What is your opinion about the performance of Amul product?
a. Outstanding: [ ] b. excellent: [ ] c. Good: [ ] d. Average: [ ]
10. Do the various schemes / promotional activities affect your purchase plans?
a. Yes: [ ] b. No: [ ]
11. Suggestion (if any): __________________________________________________ __________________________________________________ __________________________________________________
