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Project Report 6th Sem

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    CHAPTER-1 INTRODUCTION

    1.1PROFILE OF THE COMPANY1.1.1 OVERVIEW

    The Gujarat Cooperative milk Marketing Federation Ltd, Anand (GCMMF) is the largest

    food products marketing organisation of India. It is the apex organization of the Dairy

    Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in

    Gujarat have created an economic network that links more than 3.18 million village milk

    producers with millions of consumers in India These cooperatives collect on an average

    10.6 million liters of milk per day from their producer members, more than 70% of whom

    are small, marginal farmers and landless laborers and include a sizeable population of

    tribal folk and people belonging to the scheduled castes.

    The turnover of GCMMF (AMUL) during 2011-12 was Rs. 116.68 billion. It markets the

    products, produced by the district milk unions in 30 dairy plants. The farmers of Gujarat

    own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, and

    Gujaratwhich can handle 3.88 million liters of milk per day and process 647 MTs of

    milk powder daily.

    1.1.2 HISTORY OF AMUL

    The Kaira District Co-operative Milk Producers' Union was registered on December 14,

    1946 as a response to exploitation of marginal milk producers by traders or agents of

    existing dairies in the small town named Anand (in Kaira District ofGujarat). Milk

    http://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_Unionhttp://en.wikipedia.org/wiki/Anandhttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Kairahttp://en.wikipedia.org/wiki/Anandhttp://en.wikipedia.org/wiki/Kaira_District_Co-operative_Milk_Producers%27_Union
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    Producers had to travel long distances to deliver milk to the only dairy, the Polson

    Dairy in Anand. Often milk went sour as producers had to physically carry the milk in

    individual containers, especially in the summer season. These agents arbitrarily decided

    the prices depending on the production and the season. Milk is a commodity that has to

    be collected twice a day from each cow/buffalo. In winter, the producer was either left

    with surplus / unsold milk or had to sell it at very low prices. Moreover, the government

    at that time had given monopoly rights to Polson Dairy (around that time Polson was the

    most well known butter brand in the country) to collect milk from An and and supply it to

    Bombay city in turn. India ranked nowhere amongst milk producing countries in the

    world because of its limitations in 1946 British Raj.

    Angered by the unfair and manipulative trade practices, the farmers of Kaira District

    approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister

    and Home Minister of free India) under the leadership of the local farmer

    leaderTribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and

    supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did

    the same but gave low prices to the producers). He sent Morarji Desai (who later became

    Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on

    a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was

    established to collect and process milk in the District of Kaira in 1946. Milk collection

    was also decentralized, as most producers were marginal farmers who were in a position

    to deliver 1-2 litres of milk per day. Village level cooperatives were established to

    organize the marginal milk producers in each of these villages.

    http://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Morarji_Desaihttp://en.wikipedia.org/wiki/Tribhuvandas_Kishibhai_Patelhttp://en.wikipedia.org/wiki/Sardar_Vallabhbhai_Patelhttp://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Polson_Dairy&action=edit&redlink=1
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    The Cooperative was further developed and managed by Dr. V Kurien along with Shri H

    M Dalaya. The first modern dairy of the Kaira Union was established at Anand.

    Indigenous research and development and technology development at the Cooperative

    had led to the successful production of skimmed milk powder from buffalo milk the

    first time on a commercial scale anywhere in the world.

    The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short

    span five other district unions Mehsana, Banaskantha, Baroda, Sabarkantha and Surat

    were organized. In order to combine forces and expand the market while saving on

    advertising and avoid a situation where milk cooperatives would compete against each

    other it was decided to set up an apex marketing body of dairy cooperative unions in

    Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was

    established. The Kaira District Co-operative Milk Producers Union Ltd. which had

    established the brand name Amul in 1955 decided to hand over the brand name to

    GCMMF (AMUL). Dr. Varghese Kurien, the World Food Prize and the Magsaysay

    Award winner, was the architect of Indias White Revolution, which helped India emerge

    as the largest milk producer in the world.

    Impressed with the development of dairy cooperatives in Kaira District and its success,

    Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in

    1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India.

    Thus, the National Dairy Developed Board was formed and Operation Flood Programme

    was launched for replication of the Amul Model all over India

    http://en.wikipedia.org/wiki/Verghese_Kurienhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/Operation_Floodhttp://en.wikipedia.org/wiki/Operation_Floodhttp://en.wikipedia.org/wiki/Lal_Bahadur_Shastrihttp://en.wikipedia.org/wiki/White_Revolutionhttp://en.wikipedia.org/wiki/World_Food_Prizehttp://en.wikipedia.org/wiki/Verghese_Kurien
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    1.1.3 VISION AND MISSION OF AMUL

    VISION:-Liberate our farmers from economic oppression and lead them to prosperity.

    MISSION:-Mission2020:- dairy co operatives of Gujarat turnover of Rs.27000 crores by the year

    2020

    1.1.4 SWOT ANALYSIS OF AMUL

    Strengths- Largest food brand in India & Asia- High quality , low price- World's largest pouched milk brand- Annual turnover of 11668 crore

    (2011-12)

    - Highly diverse product mix Opportunities

    - Penetrate international markets- Use internet to sell its products- Diversify product portfolio to enter

    new product categories

    Weakness- Strong dependency on weak infrastructure- Risks of highly complex supply chain- Short shelf life of its product- Alliance with third parties

    Threats- Competitors- Stiff competition from MNCs in butter- Ban on export of milk powder- Growing price of milk

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    1.1.5 AMULS PRODUCT RANGE

    Bread spreads:

    - Amul Butter- Amul Lite Low Fat Bread spread- Amul Cooking Butter Cheese Range:- Amul Pasteurized Processed Cheddar

    Cheese

    - Amul Processed Cheese Spread- Amul Pizza (Mozarella) Cheese- Amul Shredded Pizza Cheese- Amul Emmental Cheese- Amul Gouda Cheese- Amul Malai Paneer (cottage cheese)- Utterly Delicious Pizza

    Curd Products:

    - Yogi Sweetened Flavoured Dahi(Dessert)

    - Amul Masti Dahi (fresh curd)- Amul Masti Spiced Butter Milk- Amul Lassee

    UHT Milk Range:

    - Amul Shakti 3% fat Milk- Amul Taaza 1.5% fat Milk- Amul Gold 4.5% fat Milk- Amul Lite Slim-n-Trim Milk 0% fat milk- Amul Shakti Toned Milk- Amul Fresh Cream- Amul Snowcap Softy Mix

    Pure Ghee:

    - Amul Pure Ghee- Sagar Pure Ghee- Amul Cow Ghee

    Infant Milk Range:

    - Amul Infant Milk Formula 1 (0-6 months)- Amul Infant Milk Formula 2 ( 6 months

    above)

    - Amulspray Infant Milk Food

    http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.html
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    Mithaee Range (Ethnic sweets):- Amul Shrikhand (Mango, Saffron,

    Almond Pistachio, Cardamom)

    - Amul Amrakhand- Amul Mithaee Gulabjamuns- Amul Mithaee Gulabjamun Mix- Avsar Ladoos

    Amul Icecreams:

    - Royal Treat Range (Butterscotch,Rajbhog, Malai Kulfi)

    - Nut-o-Mania Range (Kaju Draksh, KesarPista Royale, Fruit Bonanza, Roasted

    Almond)

    - Nature's Treat (Alphanso Mango, FreshLitchi, Shahi Anjir, Fresh Strawberry,

    Black Currant, Santra Mantra, Fresh

    Pineapple)

    Milk Powders:

    - Amul Full Cream Milk Powder- Amulya Dairy Whitener- Sagar Skimmed Milk Powder- Sagar Tea and Coffee Whitener

    Sweetened Condensed Milk:

    - Amul Mithaimate Sweetened CondensedMilk

    Fresh Milk:

    - Amul Taaza Toned Milk 3% fat- Amul Gold Full Cream Milk 6% fat- Amul Shakti Standardised Milk 4.5% fat- Amul Slim & Trim Double Toned Milk

    1.5% fat

    - Amul Saathi Skimmed Milk 0% fat- Amul Cow Milk

    http://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/icecream/nature.htmlhttp://www.amul.com/icecream/nutomania.htmlhttp://www.amul.com/icecream/royal.htmlhttp://www.amul.com/desserts-jamunmix.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand-.htmlhttp://www.amul.com/desserts-shrikhand-.html
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    1.1.6 SALES TURNOVER OF AMUL

    Sales Turnover Rs (million) US $ (in millions)

    1994-95 11140 355

    1995-96 13790 400

    1996-97 15540 450

    1997-98 18840 455

    1998-99 22192 493

    1999-00 22185 493

    2000-01 22588 500

    2001-02 23365 500

    2002-03 27457 575

    2003-04 28941 616

    2004-05 29225 672

    2005-06 37736 850

    2006-07 42778 1050

    2007-08 52554 1325

    2008-09 67113 1504

    2009-10 80053 1700

    2010-11 97742 2172

    2011-12 116680 2500

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    1.1.7 AWARDS AND RECOGNITIONS OF AMUL

    GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under

    the category of "Best Run Award in Finance"

    ET-Corporate Citizen Award of the Year 2010-11 to GCMMF

    Amul receives Green Globe Foundation Award

    Dr. V.Kurien honoured with Life Time Achievement Award

    GCMMF receives Srishti's G-Cube Award - 2010

    Amul Bags International Dairy Federation Award

    Amul Bags Srishti G-cube Award For Good Green Governance - 2009

    Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit

    Ramakrishna Bajaj National Quality Award - 2003

    Qimpro Gold Standard Award - 2003

    Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For

    Resourcefulness

    Rajiv Gandhi National Quality Award - 1999

    http://www.amul.com/m/gcmmf-wins-the-sap-awardhttp://www.amul.com/m/gcmmf-wins-the-sap-awardhttp://www.amul.com/m/gcmmf-wins-the-sap-awardhttp://www.amul.com/m/et-awardshttp://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/rajiv-gandhi-national-quality-award-1999http://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/international-cio-100-award-for-resourcefulnesshttp://www.amul.com/m/qimpro-gold-standard-awardhttp://www.amul.com/m/Ramkrishna-Bajaj-National-Quality-Award-2003http://www.amul.com/m/amul-pro-biotic-ice-cream-gets-no-1-award-at-world-dairy-summithttp://www.amul.com/m/amul-bags-srishti-g-cube-award-for-good-green-governance-2009http://www.amul.com/m/international-dairy-federation-awardhttp://www.amul.com/m/gcmmf-receives-srishtis-g-cube-award-2010http://www.amul.com/m/action-at-amul?s=145&yr=2011http://www.amul.com/m/green-globe-awardhttp://www.amul.com/m/et-awardshttp://www.amul.com/m/gcmmf-wins-the-sap-awardhttp://www.amul.com/m/gcmmf-wins-the-sap-award
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    1.2THEOROTICAL DESCRIPTION1.2.1 CONSUMER BEHAVIOUR

    It is defined as all psychological, social and physical behavior of potentialcustomers as they become aware, evaluate, purchase, consume, and tell to others

    about product and services.

    Buying behavior involves both individual (psychological) and group process.- Buyer behavior is reflected from awareness right through post purchase

    evaluation indicating satisfaction and non satisfaction, from purchaser.

    - Buyer behavior includes communication, purchasing and consumption behavior.- Consumer behavior is basically social in nature hence the social factors play

    important roles in shaping buying behavior.

    - Buyer behavior includes both customer and industrial behavior.

    1.2.2 CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOUR:-

    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 the markets to 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?

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    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.

    1.2.3 CONSUMER DECISION MAKING PROCESS:-

    Stimuli- need, reasons, influences, gathering information Information processing- process , analyze information about product Decision making - on the basis of analysis , decision to go for Response- response to buy without any prejudice For industrial buyers the process is almost similar only with addition of re-

    buy, modified re buy or new task.

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    1.2.4 FACTOR INFLUENCING BUYING BEHAVIOUR:-

    Individual factors

    Cognitive thinking processperception , attitudes , Needs/motives Personal characteristicsdemography, lifestyles ,personal traits Environmental factors Culture- values ,beliefs, sub cultural / cross cultural factors

    Social class- social class , society Influence groupsfamily, opinion leaders, reference group Situational variablespurchase occasion , market communication, shopping

    behavior, price , sales influence , product position

    1.2.5 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 the marketer is 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

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    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. The marketers

    must 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.

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    1.3 OBJECTIVES OF THE STUDY

    1) To know the customer behavior and to identify the level of customer satisfactiontowards Amul

    2) To know the consumer perception towards Amul milk.3) To find the competitors effect on Amul.4) To offer pragmatic suggestion for growth and development of Amul milk.

    1.4 SCOPE OF STUDY:-

    The geographical scope of the study is restricted to Delhi only with sample size of 100

    people.

    All the analysis and suggestions are based on the analysis of the both primary and

    secondary data.

    Therefore the scope of the study revolves around the following aspects:-

    Consumer behavior towards Amul milk Consumer satisfaction about Aware the Amul about the customer feedback, especially in case of milk sector.

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    CHAPTER-2 METHODOLOGY

    RESEARCH METHODOLOGY

    Research methodology is a methodology for collecting all sorts of information & data

    pertaining to the subject in question. The objective is to examine all the issues involved &

    conduct situational analysis. The methodology includes the overall research design,

    sampling procedure & fieldwork done & finally the analysis procedure. The methodology

    used in the study consistent of sample survey using both primary & secondary data. The

    primary data has been collected with the help of questionnaire as well as personal

    observation book, magazine; journals have been referred for secondary data. The

    questionnaire has been drafted & presented by the researcher himself.

    2.1 METHODOLOGY USED FOR DATA COLLECTION

    DATA:-Data are values ofqualitative orquantitative variables, belonging to a setof items. Data are typically the results ofmeasurements and can

    be visualized using graphs orimages. Data as an abstract concept can be viewed

    as the lowest level ofabstraction from which information and then knowledge are

    derived.

    DATA COLLECTION:- It refers to collection of information .for a research tosucceed raw facts must be collected in a form which helps in effective

    production of result and meeting the objective of study.

    http://en.wikipedia.org/wiki/Value_(computer_science)http://en.wikipedia.org/wiki/Qualitative_datahttp://en.wikipedia.org/wiki/Quantitative_datahttp://en.wikipedia.org/wiki/Variable_and_attribute_(research)http://en.wikipedia.org/wiki/Measurementhttp://en.wikipedia.org/wiki/Data_visualisationhttp://en.wikipedia.org/wiki/Graph_(data_structure)http://en.wikipedia.org/wiki/Imagehttp://en.wikipedia.org/wiki/Abstractionhttp://en.wikipedia.org/wiki/Abstractionhttp://en.wikipedia.org/wiki/Imagehttp://en.wikipedia.org/wiki/Graph_(data_structure)http://en.wikipedia.org/wiki/Data_visualisationhttp://en.wikipedia.org/wiki/Measurementhttp://en.wikipedia.org/wiki/Variable_and_attribute_(research)http://en.wikipedia.org/wiki/Quantitative_datahttp://en.wikipedia.org/wiki/Qualitative_datahttp://en.wikipedia.org/wiki/Value_(computer_science)
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    PRIMARY DATA: -Data observed or collected directly from first-hand experience. Primary data is the data which is collected by the researcher

    directly from his own observations and experiences. For example, if the

    researcher conducts a survey for the collected of data then it is known as primary

    data.

    PRIMARY DATA SOURCES: - Primary source is a term used in a number ofdisciplines to describe source material that is closest to the person, information,

    period, or idea being studied. Primary data collection is necessary when a

    researcher cannot find the data needed in secondary sources. Market researchers

    are interested in primary data about demographic/socioeconomic characteristics,

    attitudes/opinions/interests, awareness/knowledge, intentions, motivation, and

    behavior. Three basic means of obtaining primary data are observation, surveys,

    and experiments. The choice will be influenced by the nature of the problem and

    by the availability of time and money.

    SECONDARY DATA:- Published data and the data collected in the past orotherparties is called secondary data Secondary data is data that has already been

    collected and collated by somebody for some reason other than the current study.

    It can be used to get a new perspective on the current study, to supplement or

    compare the workor to use parts of it, as anotherstudy may prove costly and time

    consuming e.g. the census. "Secondary sources are research reports that use

    primary data to solve research problems, written for scholarly and professional

    audiences. Researchers read them to keep up with their field and use what they

    read to frame problems of their own by disputing other researchers' conclusions or

    http://www.blurtit.com/q2626432.htmlhttp://www.businessdictionary.com/definition/data.htmlhttp://www.businessdictionary.com/definition/data.htmlhttp://www.businessdictionary.com/definition/party.htmlhttp://www.businessdictionary.com/definition/secondary-data.htmlhttp://www.blurtit.com/q7262618.htmlhttp://www.blurtit.com/q959688.html##http://www.blurtit.com/q959688.html##http://www.blurtit.com/q644315.htmlhttp://www.blurtit.com/q644315.htmlhttp://www.blurtit.com/q959688.html##http://www.blurtit.com/q959688.html##http://www.blurtit.com/q7262618.htmlhttp://www.businessdictionary.com/definition/secondary-data.htmlhttp://www.businessdictionary.com/definition/party.htmlhttp://www.businessdictionary.com/definition/data.htmlhttp://www.blurtit.com/q2626432.html
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    questioning their methods. You can use their data to support your argument, but

    only if you cannot find those data in a primary source." A secondary source is a

    report on the findings of the primary source. While not as authoritative as the

    primary source, the secondary source often provides a broad background and

    readily improves one's learning curve. Most textbooks are secondary sources; they

    report and summarize the primary sources.""Secondary data is neither better nor

    worse than primary data; it is simply different. The source of the data is not as

    important as its quality and its relevance for your particular purpose. The major

    advantages of using secondary data are economic: using secondary data is less

    costly and time-consuming than collecting primary data. Its disadvantages relate

    not only to the availability of sufficient secondary data but also to the quality of

    the data that is available. Never use any data before you have evaluated its

    appropriateness for the intended purpose."Secondary data analysis saves time that would otherwise be spent collecting data

    and, particularly in the case of quantitative data, provides larger and higher-

    quality databases than would be unfeasible for any individual researcher to collect

    on their own. In addition to that, analysts of social and economic change consider

    secondary data essential, since it is impossible to conduct a new survey that can

    adequately capture past change and/or developments.

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    2.2 METHODOLOGY USED FOR DATA ANALYSIS

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    CHAPTER-3 DATA ANALYSIS AND INTERPRETATION

    Are you aware of Amul milk?YES=100

    How did you come to know about Amul milk?Television=42

    Newspaper=36

    Banners=10

    Friends and others=12

    Have you ever used Amul milk?Yes= 90

    No= 10

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    Which brand of milk are you consuming?Mother dairy=29

    Amul=50

    Paras=7

    Nova=2

    Any other=12

    Which of the following factors influences you to choose the brand?Price= 10

    Quality=22

    Taste=5

    Availability=7

    Packaging=6

    Any Other=2

    What is your opinion about Amuls price?Costly=15

    Very costly=7

    Cheap=4

    Average=24

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    Quality of Amul milkGood=28

    Average=17

    Poor=5

    How do you rate Amul milk in comparison with other brands?Very poor=4

    Bad=5

    Average=17

    Good=13

    Better= 11

    Do you feel that Amul milk enhance the richness of Tea/coffee?Yes=33

    No=17

    How much are you satisfied with the taste of Amul Milk?Highly dissatisfied=0

    Dissatisfied=2

    Average=10

    Satisfied=24

    Highly satisfied=14

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    Rate the following factors with respect to Amul milk.Thickness

    Very bad=0

    Bad=3

    Average=21

    Good=14

    Better=12

    Smell

    Very bad=3

    Bad=2

    Average=17

    Good=18

    Better=10

    Availablity/delivery

    Very bad=2

    Bad=11

    Average=17

    Good=12

    Better=8

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    Packaging

    Very bad=0

    Bad=4

    Average=21

    Good=15

    Better=10

    For health

    Very bad=0

    Bad=0

    Average=23

    Good=12

    Better=15

    How do you rate Amul milk with consideration of Durability?Very bad=0

    Bad=1

    Average=27

    Good=14

    Better=8

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    Totally are you satisfied with Amul milk?Highly dissatisfied=0

    Dissatisfied=2

    Average=11

    Satisfied=16

    Highly satisfied=21

    At what extent the technology has influenced your buying behavior?